MBA404 Consumer Behaviour And Marketing Psychology

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MBA404 Consumer Behaviour And Marketing Psychology

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MBA404 Consumer Behaviour And Marketing Psychology

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Course Code: MBA404
University: Kaplan Business School

MyAssignmentHelp.com is not sponsored or endorsed by this college or university

Country: Australia

Question:

In this individual assignment, you will be given an opportunity to critically analyse and understand the driving forces of perception, attitudes, motivation, group and individual differences, culture, family and lifestyle that influence consumer behaviour and consequently consumers’ purchasing decisions. Based on the analysis you conducted in Assessment 1, you are required to create a survey via Survey Monkey – a free online instrument. The sample size must include a minimum of 15 participants who recently purchased the chosen FMCG product that you analysed in Assessment 1. The survey must comprise of 10 questions. You are then required to provide a summary, analysis and discussion of the key findings from your data collection. This discussion must be aligned to YOUR chosen product and consumer behaviour literature should be integrated into this discussion to support analysis. Please note that it is essential to seek “real” and valid participants who legitimately purchased the chosen FMCG product. You will need to use theories and concepts related to consumer behaviour discussed in weeks.More specifically, 1. Set a goal 2. Design a questionnaire based on the following aspects:  Perception  Attitudes  Motivation  Group and individual differences  Culture  Family and lifestyle 3. Select participants 4. Gather data 5. Analyse data

Answer:

Aim of the research:
It is imperative to select a proper aim as it supports in giving the research with proper direction, through which the research can be conducted in a timely and cost effective manner. Fundamental aim of present research is to analyze consumer behavior towards Kellogg’s.  
Questionnaire:
In a research, questionnaire plays a significant role in understanding the perception of customers after using a product. The questionnaire of the present research is as follows:
Question 1: What is your age?
Below 20 years
20 to 40
40 to 50
Above 50
Question 2: How much you are satisfied with Kellogg’s?
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly satisfied
Question 3: Do you check the nutritional value of Kellogg’s?
Always
Often
Sometimes
Rarely   
Question 4: Do you recommend Kellogg’s products to others?
Highly willing
Willing
Neutral
Not willing
Question 5: How frequent do you purchase Kellogg’s products?
Once in a week
Once in 15 days
Once in a month
Once in 6 months
Question 5: Do you think that, Kellogg’s cornflakes is the best item for breakfast:
Yes
No
Question 7: Which factor of Kellogg’s attracts you most to buy the product frequently?
Taste
Nutritional value
Price
All of the above
Question 8: Do you think that Kellogg’s play a crucial role in maintaining healthy lifestyle?
Yes
No
Question 9: What type of Kellogg’s products, you like most?
Plain
Flavored
Whole grain
All of the above
Question 10: which of the Kellogg’s product you like most?
Colored
Traditional
Both of them
None
Question 11: Are you concerned about the sugar content of Kellogg’s product?
Yes
No
Selection of participants:
15 participants has been chosen in order to conduct the survey for assessing the behavior among customers towards Kellogg’s products.
Gathering data:
Question 1 

Options

No. of respondents

% of response

Below 20 years

7

47%

20 to 40

3

20%

40 to 50

2

13%

Above 50

3

20%

Question 2

Options

No. of respondents

% of response

Highly satisfied

8

53%

Satisfied

3

20%

Neutral

2

13%

Dissatisfied

1

7

Highly satisfied

1

7

Table 1: Satisfaction level among customers towards Kellogg’s
(Source: Author)
Question 3 

Options

No. of respondents

% of response

Always

4

27%

Often

7

47%

Sometimes

3

20%

Rarely

1

6%

Table 2: Measurement of nutritional value of Kellogg’s
(Source: Author)
Question 4

Options

No. of respondents

% of respondents

Highly willing

7

47%

Willing

4

27%

Neutral

3

20%

Not willing

1

6%

Table 3: Willingness to recommend Kellogg’s products
(Source: Author)
Question 5

Options

No. of respondents

% of respondents

Once in a week

8

53%

Once in 15 days

4

27%

Once in a month

2

13%

Once in 6 months

1

7

Table 4: Frequency of buying
(Source: Author)
Question 6

Options

No. of respondents

% of respondents

Yes

12

80%

no

3

20%

Table 5: Perception towards cornflakes as the best breakfast item
(Source: Author)
Question 7

Options

No. of respondents

% of respondents

Taste

3

20%

Nutritional value

3

20%

Price

2

13%

All of the above

7

47%

Table 6: Factors attracting most
(Source: Author) 
Question 8

Options

No. of respondents

% of respondents

Yes

13

87%

No

2

13%

Table 7: Role of Kellogg’s in maintaining healthy life style
(Source: Author)
Question 9

Options

No. of respondents

% of respondents

Plain

1

7%

Flavored

4

27%

Whole grain

2

13%

All of the above

8

53%

Table 8: Most favorite type of Kellogg’s products
(Source: Author)
Question 10

Options

No. of respondents

% of respondents

Colored

3

20%

Traditional

3

20%

Both of them

7

47%

None

2

13%

Table 9: Most favorite aspect of Kellogg’s product
(Source: Author)
Question 11

Options

No. of respondents

% of respondents

Yes

11

73%

no

4

27%

Table 10: Concern towards sugar content of Kellogg’s product
(Source: Author)
Analysis of the data:
Based on the entire research, it can be said that, the customers are highly attracted with Kellogg’s product and are highly inclined towards purchasing the products. The first question has been asked in order to assess the age of respondents. There are 47% respondents, who are below 20 years, 20% people were aged between 20 to 40 years. Merely 13% people were there, whose age is merely 40 to 50. Therefore, it can be said that, the rate of consuming Kellogg’s products is high among the children and teenagers. The second question is based on analyzing the satisfaction level among the customers towards Kellogg’s product. 53% customers have said that they are highly satisfied with the Kellogg’s product while 20% people are satisfied with the products. 13% of the respondents have remained neutral with the question. However, merely 7% people have said that they are dissatisfied with Kellogg’s product. According to the respondents, it can be said that majority of the customers are extremely satisfied with the product as it is providing them with immense health benefit.
The third question deals with the nutritional value of Kellogg’s product. There are 27% respondents, who have said that, they always check the nutritional value of products while 47% customers often check the nutritional value of the products. There are only 20% customer who sometimes measure the nutritional value of products, while 6% customers merely check. The rate of health consciousness among the customers is rapidly increasing. Therefore, assessing the durability of a product is playing a critical role in influencing their purchasing decision (Bamossy and Solomon 2016). According to the Cardinal Utility theory of consumer behavior, the customers are highly intended towards purchasing those products, which give them with immense satisfaction. The durability  of Kellogg’s product is extremely high due to its nutritional content (Solomon et al. 2014).
The fundamental aim behind asking the fourth question is to assess the willingness among the customers towards recommending Kellogg’s product. 47% respondent have said that, they are extremely willing to recommend other to buy Kellogg’s. There are 27% respondents were willing to recommend the products. Only 20% respondents have remained neutral about the issue and merely 6% customers showed unwillingness to recommend Kellogg’s product to other. Extreme satisfaction is acting as a driving force among the customers to recommend Kellogg’s among their friend zone and other social group (East, et al. 2016). The fifth question deals with frequency of buying products. 7% respondents have said that they buy Kellogg’s once in every six months, while 13% have said that, they purchase Kellogg’s in every month. Strikingly, there are 53% customers, who have said that said that, they purchase the product. Both the quality and pocket friendly price are two of the most important factors leading the customers to buy the product in such a frequent manner (Gunter and Furnham 2014). The fourth question intends to assess the accountability of Kellogg’s cornflakes as a breakfast item. There are 80% customers who have showed positive response towards Kellogg’s as the best breakfast item, while merely 20% customers have showed negative perception towards Kellogg’s cornflakes as the best item for breakfast. Based on the responses, it can be said that beautiful test, high nutritional value and multiple flavors are the key factors, which are driving such huge range of customers to buy Kellogg’s products (Foxall 2014).      
Question has also been asked to the respondents in order to explore the most attractive factor of Kellogg’s among the customers. 20% have said that, they prefer the nutritional value of the products most. In the same way, 20% of the respondents have stated that taste is one of the most attractive factors of Kellogg’s. On the other hand, 13% of the respondents perceives that pocket- friendly price is driving the customers to be attached with Kellogg’s for a long time. Contrarily, 47% respondents believe that taste, price along with the nutritional value are attracting them and thereby leading them to buy the products. The pricing strategy of Kellogg’s has been made in accordance with the purchasing power of customers. This is acting as a motivational factor among them to buy the products. Question number eight intends to evaluate the accountability of Kellogg’s in order to maintain healthy life style. 87% customers think that, Kellogg’s cornflakes play a vital role in improving the lifestyle of the customers, while merely 13% respondents have showed reluctant attitude towards the health benefits of Kellogg’s. The inclusion of rich ingredients such as corn sugar, fructose corn syrup have supported in improving the nutritional value of the products. This is one of the major sources of vitamin, fiber and protein which supports in keeping the people healthy and happy (Begum 2015).
The next question focuses on understanding the most favorable type of Kellogg’s among the customers. Only 7% customers have said that they like plain grain of the cornflakes while 27% customers have said that, they like the flavored cornflakes while only 13% have said that they only like whole grain cornflakes. Contrarily, there are 53% respondents, who prefer all the type of cornflakes. Taste and rich nutritional value are two of the most significant aspects that lead the customers to buy the products irrespective of their type (Griffith et al. 2017). The researcher has also asked certain question to the customers in order to explore the most favorite products of Kellogg’s among the customers. 20% respondents have said that, they like the colored products while another 20% stated that they like the traditional Kellogg’s products. Contrarily, 47% respondents have said that, they like all the flavors. This is a protein rich food, which supports in strengthening the immunity power of the people and also maintain their RBC structure. Such benefits are leading the customers to have a taste of all the types of Kellogg’s (Parsons et al. 2017).     
The last question deals with the awareness among the customers regarding the sugar content of Kellogg’s. 73% respondents have showed extreme awareness towards the sugar content of the products while 27% are not at all concerned regarding the sugar content. As the risk of obesity and diabetics is increasing rapidly, the customers are also becoming high intended towards consuming those products, which contain less sugar. Therefore, the ingredients of products play a critical role in framing their purchasing decision (Foxall 2014).
Reference List:
Bamossy, G.J. and Solomon, M.R., 2016. Consumer behaviour: A European perspective. Pearson Education.
Begum, V., 2015. Effects of Kellogg’s Nutritional Label on Consumer Buying Behaviour in Dubai, UAE. Procedia-Social and Behavioral Sciences, 211, pp.1195-1202.
East, R., Singh, J., Wright, M. and Vanhuele, M., 2016. Consumer behaviour: Applications in marketing. Sage.
Foxall, G., 2014. Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide. Routledge.
Griffith, R., O’Connell, M. and Smith, K., 2017. The importance of product reformulation versus consumer choice in improving diet quality. Economica, 84(333), pp.34-53
Gunter, B. and Furnham, A., 2014. Consumer Profiles (RLE Consumer Behaviour): An Introduction to Psychographics. Routledge.
Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in marketing and consumer behaviour. Routledge.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer behavior: Buying, having, and being. London: Pearson.

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