Using Consumer Behavior Principles to Develop a Consumer Behavior Exploratory Research Survey

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montgomery college



Consumer behavior research can be very expensive and time consuming. How do companies decide/justify spending money on research? Many large companies that regularly conduct research begin with a very small exploratory project that is often done with the expertise that is already staffed in the Marketing Department. Once this is done and if it's found you need a national sample then, you can pitch the CFO for the money needed to go forward. You have been put in the position of conducting the exploratory research to find if you need to hire an expensive outside Consumer Behavior Research firm to take the research to the next level. You have been assigned a brand/product item for your first consumer behavior research project (Document attached). Complete sections one and three based on secondary data collected through outside research.

Cover Slide: Include name of student, Professor and the brand that is being covered. (Slide 1)

Section 1: Background

A) Give some introductory information about your product/brand. Include the current status of the four P's. Not needed is historic information (company beginnings, etc.). Only current data is needed here.  (This should be covered in slides 2-5, one slide for each area of the Market Mix)

         B) Research and discuss the brands target market:

demographics (slide 6)

also include the geographics, psychographics and any behavior-based segmenting variables (label them by base) (slide 7)

typical decision-making aspects (How would the target go through the Consumer Decision Process?  Where in the Consumer Decision Process does there seem to be issues?) (slide 8)

  1. identify one market segment that you will discuss as a target market using segmenting variables discussed above. (slide 9)

Section 2: Consumer Influences

Identify and analyze three of the most relevant aspects of consumer influences that are relevant when marketing this brand. Provide reasoning why you believe the influence is relevant. (Each Consumer Influence should be it's own slide 10-12)

  • Examples of what might be included:
  • Attitude
  • Perception
  • Learning/Memory/Consumer Information Processing




External Influences:


  • culture
  • social class
  • reference groups
  • situation
  • generation
  • any other external influences.
  • Section 3: Marketing Strategy (Identify current issues that may need consumer behavior research). 

Outline at least SIX questions for each of the three Consumer Influences (from SECTION 2) relating to the brand being explored (relating directly to Consumer Behavior internal and or external factors). Each group of questions must have at least 6 closed-ended questions which explore the dimension in detail.  For each question, give an explanation as to why it needs to be asked.  State the question and then give the reasoning. Be sure to organize by paragraph.  DO NOT question using marketing terms or concepts (ex. What are your perceptions of the brand?).  Qualifying questions (demographic or otherwise) are not included in the required number but you can ask these to get the correct sample for your survey.    (Slides 13-18)

  • Examples of areas that pair nicely with the Consumer Influences include:
  • advertising
  • consumer decision process (be specific which stage)
  • public relations and publicity
  • sponsorship
  • cross promotion
  • product distribution (specific retailer, shelving, etc.)

product placement

alternative media


sales activities

customer service


  • brand name, brand images, brand personality figures or celebrity endorsers 
  • Section 4: Present and Survey Respondents
  • A) Complete a Consumer Behavior Survey with at least 20 questions using the questions created in Section 3.  The breakdown of the questions should be 18 closed-ended questions and 2 open-ended questions.  Be sure that the closed-ended questions are numerically scaled questions (horizontal scales presented, adjectives are numerically represented and the presentation is horizontal for the scale offering the + choices from left to right.  Here is an example:
  • The taste of Coca-Cola is important when choosing this brand to purchase:
  • Very Likely +3  +2  +1  0 -1  -2  -3  Not Very Likely
  • B) Collect survey results from at least 10 respondents that would be a part of the main target segment discussed in section 1.  In this section, tell how you implemented the instrument (survey) whether is be in person (paper), internet or social media (which one).  Also comment on how the subjects were recruited to take the survey.  Did you offer any incentive?  Were there difficulties in doing this?    What was your response rate (number of surveys mailed/posted vs. what was turned in or taken, if applicable).
  • (Slide 19 and 20 should represent a copy of the finished look of the survey, the one that was given to the respondents)
  • Section 5: Analyze Finding/Conclusion
  • Analyze your findings from the survey, including a minimum of one table. Discuss how your findings (even though they are from a very small sample) could be the basis for a larger research project to be conducted by the brand. A copy of the survey itself and your resulting data must be included in your presentation (results can be in table form). Last, make your recommendation if there needs to be a larger study conducted or not (and why). Identify and recommend which type of research approach should be done (Positivist or Interpretivist) and why.

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1 Influences on Consumer Decisions: A Case Study 2 Influences on Consumer Decisions: A Case Study Introduction Various segmentation factors can describe the interviewee, Jane Smith. She is a 35-yearold woman with a median family income. She lives in a suburban region in the Midwest of the United States. Psychologically, Jane leads a lifestyle that prioritizes health and well-being, as indicated by her frequent engagement in physical activities and preference for organic and sustainable goods. Behaviorally, she is an early adopter of new technologies and trends, often searching out the newest things on the market. Her shopping habits reveal a propensity to do thorough research before making a selection, emphasizing quality and value. These segmentation characteristics help to understand Jane's consumer profile, including her preferences, requirements, and motivations in the marketplace. Brand Choice Discussion Jane picked the Apple MacBook Pro on her most recent shopping binge, which cost her $1,499 from an Apple-approved experience store in a local mall. What was the main reason Jane decided to save money in order to buy a MacBook Pro? Not only were its technical features important to her, but so was the picture she had of them. As a freelance graphic designer, she can confidently assert that there is an inextricable link between her laptop, her work, and her expression. Aside from the upgraded technology, the MacBook Pro mark also signified enhanced professionalism and respect for her job. Another crucial consideration is that Apple goods have a sleek form and a simple interface that complement Jane's aesthetics and allow seamless use (Mishra et al., 2021). The MacBook Pro purchase is a conscious decision, reflecting a goaloriented person, whether for work or personal fulfillment. People and technology are inseparable these days. 3 External Influence #1 Most significantly, one of the most important external motivations that influenced Jane's decision to purchase was the impact of her family members, who assisted her in making the decision. When I was a youngster, no one expected more of Jane and her family in terms of education and professional success than they did. They instilled in her the notion of recognizing and using goods that would help her professional talents grow. As a result, when Jane expressed her desire to purchase a MacBook Pro to upgrade from her current laptop, she received support from her family members, who are in favor of such a significant investment in a high-quality product. Their congratulations and acceptance not only gave Jane confidence that the purchase would help her achieve her professional goals but also motivated her to go forward. Aside from that, her family culture tends to favor high-quality and high-status brands and items. The brand Apple, with its black-and-silver color scheme and sleek and simple user interface, represents innovation, refinement, and prestige. This aesthetic style connects well with Jane's cultural heritage. The cultural significance or recognition among her coworkers and acquaintances enhances her choice of the MacBook Pro. (Dewi, Sulivyo, 2022). Thus, both family and social standing work together to create symbolic importance via the Mac's display, in addition to its practical purpose. External Influence #2 Social influence, particularly through reference groups, is another external factor that significantly influences Jane's decision. To become a professional website designer, Jane mostly engages in online groups and design networks where discussions about technology and design tools occur often. In them, she finds people who are concerned about the same concerns and would go to any length to help such a noble cause and whose input is much-needed and relevant 4 to her case. Sharing these friends' recommendations and experiences with the MacBook Pro had the most influence on motivating her to make the correct decision among the numerous computers she saw in college. Social stratification also influenced her ultimate thinking. Although Jane identifies as middle-class rather than upper-class, her work and lifestyle reflect upper-middle-class attitudes and tastes. People who pay a premium for the MacBook Pro know that this brand will represent social prestige as well as their particular style. It's all about quality and innovation. Jane is not just a logical consumer seeking to meet her practical wants, but also someone who wishes to or believes they belong to a certain socioeconomic strata in order to show their social position. By making that purchase, she demonstrates her desire to associate and share beliefs with her coworkers, who also belong to the same socioeconomic class, thereby reinforcing her sense of identification and belonging in society. External Influence #3 The third external effect on Jane's purchasing choice was marketing stimulation, namely Apple's marketing activities. Apple is using promotional techniques that often include information about innovation, inventiveness, and way of life. Apple does this via advertising, social media, and product placements, which tell the narrative of its product. At this point, the Macbook Pro is the focus of attention. These numerous marketing stimuli also emphasize the product's characteristics and advantages, as well as the emotional aspect of ownership, aiming to glamorize the goods and instill a desire for them in buyers like Jane. The fact that Jane may have been constantly monitoring Apple's marketing messages undoubtedly contributed to her good attitude toward the MacBook Pro. It influenced her decision to make other practical choices. 5 Social factors also play a role in Jane's product choices. Jane, a freelance graphic designer, is accustomed to working in a range of venues, including cafés, coworking spaces, and client meetings. The MacBook Pro's mobility, performance tailored to her on-the-go lifestyle, and stylish appearance will help her achieve her objectives. Jane made her decision to purchase a MacBook Pro by considering the landscape factors that arose from her demands for appropriate equipment suitable for various work contexts (Qazzafi, 2020). She chose the MacBook Pro because she understood that the majority of its features matched and fit her situational demands and preferences. This vignette demonstrates how essential situational elements are in the customer decision-making process. Conclusion Among the external considerations I outlined, social influence had the most significant impact on Jane's choice. The opinions and significant expertise of her fellow bloggers, who are also interior designers, heavily influenced her choice to consider it the ideal alternative for her job. These criteria served as the foundation for validation and encouragement, reinforcing Jane's interest in the product. From the start of the interview, until she used her hands to gesticulate and discuss her choice of the MacBook Pro, Jane spoke confidently, plainly stating that her selection was correct and that she had no regrets. The nonverbal signal transmitted this emotional link, reflecting the product's importance. Furthermore, nonverbal communication emphasizes the relevance of social and cultural elements in customer behavior. The data analysis indicates that the visualization exercise employed an exploration-based research strategy. Beginning with a lengthy interview with Jane, the researcher tried to uncover insights about the external elements that influenced Jane's decision-making process, free of biases or assumptions. We sketched out Jane's reasons, 6 preferences, and experiences using open-ended questions, which facilitated the easy collection of qualitative data to understand customer behavior and, ultimately, brand choice. References 7 Dewi, F. M., & Sulivyo, L. (2022). Influence of Consumer Behavior and Marketing Mix on Product Purchasing Decisions. APTISI Transactions on Management, 6(2), 151-157. Qazzafi, S. (2020). Factor affecting consumer buying behavior: A conceptual study. International Journal for Scientific Research & Development, 8(2), 1205-1208. ceptual_Study/links/5ebe91ff458515626ca881dc/Factor-Affecting-Consumer-BuyingBehavior-A-Conceptual-Study.pdf Mishra, R., Singh, R. K., & Koles, B. (2021). Consumer decision‐making in Omnichannel retailing: Literature review and future research agenda. International Journal of Consumer Studies, 45(2), 147-174.
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Explanation & Answer


Using Consumer Behavior Principles to Develop a
Consumer Behavior Exploratory Research Survey

Students Name
Institutional Affiliation

Section 1 – Background, Market Mix Overview
• • Product: Apple MacBook Pro – best new features on a top-of-the-shelf laptop and sleek design (Apple,

• • Price: $1,499 makes it a high-end product.
• • Location: Apple stores and reseller stores.
• • Promotion: Apple's marketing strategy focuses on innovation, professionalism, and lifestyle.

Section 1 - Background -Target Market Analysis
• • Demographics: primarily professionals and creative people aged 25 to 45, whose income ranges from medium
to high(Naab, & Bans-Akutey, 2021).

• • Geographics: Urban and suburban areas, emphasizing areas where the most significant technology adoption
has been realized.

• • Psychographics: They value quality, innovation, and aesthetics; technology tops their list for use at work or in
their personal life.

• • Behavior-based Segmentation:
• • Early adopters of the technological fash.
• • Researches everything meticulously before making any purchase.
• • Value seekers by value-conscious consumers looking for quality.

Decision-Making Aspects
• Decision-Making Aspects:
• There are four typical phases of a consumer's decision-making process: awareness, Consideration, Purchase, and PostPurchase Evaluation.

• Issues:
• Challenges at the Consideration Stage At the consideration stage, consumers may face a few difficulties. These can be
spotted with information overload due to the huge amount of offerings available in the market. The market presents quite a
number of options, where consumers have to consider product features, specifications, and even the brand.

• Too much research is another con, whereby one must conduct a study to know something or decide.
• Consumers usually have to find time and set themselves up to do the legwork, which often includes researching
different products, comparing their prices, reading reviews, and getting recommendations before arriving at a shortlist from
which purchase can be made.

• A research burden becomes time-consuming and may discourage a decision among the consuming individuals.

Consideration Stage Challenges and Strategies to Address Them

• Information in a Simplified Way: Information related to the product's features, benefits, and value
proposition commun...

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