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Consumer Behaviour Assignment: consumer behaviour assignment Sample Results Analysis for Cashmere bouquet soap

Question

Task

Consumer Behaviour Assignment Instructions: Presume that you are working as a consumer behaviour consultant at the company that makes/produces your chosen product or service from the first assessment. During one of the recent meetings, the company has asked you to analyse a recent survey sample that was completed by consumers who recently purchased their product or service.

Based on the survey sample, you are required to prepare:

  • a one-page summary of survey sample results (i.e., a shorter yet concise version of the survey sample results presented in writing)
  • a two-page analysis of the sample survey’s key findings (i.e., what does gathered data from this sample survey mean? How does this survey inquire into consumers’ perception, attitudes, motivation, cultural and individual factors? Which consumer behaviour theories and concepts may have been used in each of the questions to inquire into consumers’ perception, attitudes, motivation, cultural and individual factors and why?)
  • a one-page statement in which you are to outline current consumer behaviour trends that should be considered by the company and justify why these trends are of particular concern from a marketing perspective

Answer

Summary of the Survey sample results
The purpose of the first question considered in this consumer behaviour assignment is to determine the perception. Before buying Cashmere Bouquet soap 46.67% of consumers interpreted the information according to their previous beliefs, 40% of the consumers focused only on one specific stimulus and the rest 13.33% of consumers screened most of the stimuli which are touch, taste, smell, sight, and hearing before choosing Cashmere Bouquet soap. The second question assesses the consumer’s attitude. For 33.33% of consumers, it is important to maintain the same opinion towards Cashmere Bouquet soap as compared to other brands available in the market. However, 26.67% of consumers, it is not important. For 20% of consumers, it is moderately important and slightly important for the rest 20%. The third and fourth question determines the belief of consumer. 66.67% of consumers wanted to create a sense of happiness for themselves, whereas 26.67% of consumers wanted to verify their attitude and opinion towards cashmere bouquet. Response from the fourth question reflects that 53.33% consumers somewhat agree that they expected Cashmere bouquet has more positive consequences as compared to another brand. Fifth question assesses the motivation of consumer. The results reflect that 33.33% consumers strongly agree with Cashmere bouquet satisfies their basic need and the same percent of consumers neither agree nor disagree with the concept. The sixth question elucidates the group behaviour. 60% of the consumers belonged to a group which they are part of. Rest 33.33% belonged to the group they wish to be a member of. The seventh question determines the influencing factor. 33% of the consumer gets influenced by their peer group, 40% from previous users. Eighth question assesses the cultural belief. 13.33% of consumers prefer taking care of their immediate family and the same percent of consumer prefers in living present moment rather than worrying for the future. Ninth, tenth, eleventh and twelfth questions determine the demographics of consumers. The result presents that 53.33% of total consumers are females, 33.33% are males and 13.33% are others. 80% of the consumers fall between 26-40 and 41-55 years of age and 86.67% of employees are employed out of the current consumer base. The final question represents that 40% of consumers have over $100k as their combined household income (SurveyMonkey, 2021).

Key findings of Sample Survey
According to the response from the consumers, it is clear that before the purchasing process, the consumer’s learning is based on stored information which is based on prior beliefs. A consumer usually forms the perception according to their prior beliefs about a brand or product (Cohen et al., 2018). According to the response, for the majority of the consumers, it is important that they should not be biased towards a specific product. However, a vast majority of consumers do not relate with the aspect of biasness. Response to the question reflects that the goal of most of the consumers is to produce a sense of happiness after buying Cashmere soap. At times consumer associates their happiness with a product. This question consists of the Utilitarian Function which says that the decision of the consumer is based on the process of achieving happiness through a product (De Mooij, 2019).

For every product, the consumer frames a perception in the mind, and according to the perception, the consumer creates the expectation for the product. It elucidates that in the process of comprehension majority of the consumer provides positive meaning to the stored information regarding this product, therefore, the consumer also expects positive consequences from the product (Haugtvedt et al., 2018). Motivation is one of the biggest factors when it comes to making a decision to purchase a product or service. Results reflect that Cashmere soap fulfills the basic need of the consumer. According to Maslow’s theory, Cashmere soap comes under the physiological need of a consumer (Einstein et al., 2016). According to 60% of the consumer while buying the Cashmere soap consumer belongs to the group which they are part of. while purchasing the product. According to the results, the majority of consumers get influenced by previous users of the product and the reviews given by them.

Results reflect that 66.67% somewhat agree that they prefer taking care of themselves and their immediate family. According to Greet Hofstede model, the majority of customers belong to individualism as the motive of a consumer is to attain their personal needs and goals of the immediate family (Favaretto et al., 2016).

Understanding the demographics concerning a particular brand, service or product is truly essential to understand the consumer behavior. Various demographic factors such as age, gender, income, occupation, etc. can have significant effects on consumer behavior. All of these factors also impact the decision making to buy a particular product or service. As per the response, more than half consumers are females who are inclined to buy cashmere bouquet soap. However, only 33.33% males and 13.33% of other genders would purchase this product. It is evident that the company has to take prominent actions to broaden their audience in terms of audience. According to the responses, 26-55 age group is keen on purchasing this product. However, company needs to focus on the age groups of 18-25 and 56-74. The responses indicate that majority of the consumers who are employed have brought and used cashmere bouquet soap. Apart from that, the groups earning different income are all buying the product, it can be seen that the consumers who are earning more than 100K are particularly higher.

Current behavior consumer trends
After the results of the survey, it is very important for a company to study consumer behavior according to the marketing perspective. Companies need to consider various consumer trends in order to increase the reachability of their product or services among the targeted consumer. The survey results indicate that consumer makes their perception for the product according to their prior learning and beliefs so companies need to ensure that, there should be a flow of relevant and impactful information about their product (Parsons et al., 2017). The company should remember that Consumer of cashmere soap associates their happiness with the product. Therefore, a company needs to maintain this reputation among the consumer and take necessary steps towards maintaining the quality of the product. Results of the survey reflect that Cashmere soap satisfies the basic need of the consumers. As per the marketing perspective, the company needs to focus on maintaining the quality and quantity of the product for the consumers. Results also present that while buying the product consumers associate themselves with a specific group which they are part of (East et al., 2016). Hence, companies need to work in a way so that they can achieve the satisfaction of the whole group. In regards to demographic, the company should develop the consumer trends to attract consumers from various demographics which include Gender, Age, Occupation, and Income. The company needs to focus to attract more consumer base which is lacking according to the above discussion. As only 33% of male consumers are currently using the product, in order to appeal to more male consumers, the company should take few steps such as, manufacturing a range of soap particularly for males. This will enhance the lacking demographic currently. According to the results, only 13.33% consumers from the 18-25 age group are currently using this product. The company could use influencer marketing to appeal more young consumers. The company needs to take proper consideration of this age group as young people are more likely to use products such as cashmere soap. In terms of income demographic, in order to appeal to the relatively low-income consumers the company can should introduce more budget-friendly and affordable products. Therefore, these are some trends that company can take into consideration to appeal to more potential customers.

References
Cohen, J.B., Pham, M.T. and Andrade, E.B., 2018. The nature and role of affect in consumer behavior. In Handbook of consumer psychology (pp. 306-357). Routledge.

De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and advertising. Sage.

East, R., Singh, J., Wright, M. and Vanhuele, M., 2016. Consumer behaviour: Applications in marketing. Sage.

Einstein, A., Addams, J. and Roosevelt, E., 2016. Maslow› s hierarchy of needs.

Favaretto, R.M., Dihl, L., Barreto, R. and Musse, S.R., 2016, September. Using group behaviors to detect hofstede cultural dimensions. In 2016 IEEE International Conference on Image Processing (ICIP) (pp. 2936-2940). IEEE.

Haugtvedt, C.P., Herr, P.M. and Kardes, F.R. eds., 2018. Handbook of consumer psychology. Routledge.

Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in marketing and consumer behaviour. Routledge.

SurveyMonkey. 2021. SurveyMonkey: The World’s Most Popular Free Online Survey Tool. [online] Available at: [Accessed 14 May 2021].

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