Essay MBA404: Consumer Behaviour and Marketing Psychology – Management Report Assignment Help

Assignment Task:

PURPOSE AND OVERALL GOAL OF THE SURVEY.

A 10 question survey was created and distributed via survey mionkey to collect data from 16 responders. The responses where then analysed to understand the impact driving forces of perception, attitudes, motivation and cultural factors have in the purchasing decisions of consumers, their behavioural reactions and how they are being influenced in different purchasing situations. The main purpose of this survey is to determine why consumers prefered a chosen product over another and why they made decisions to finally purchase it. With each question and answers linked to Theories and concepts, the responses therefore give us an overall insight as to why these consumers made the decisions they made.

Earlier in Assesment 1 (MBA 404 2020), a 7-8 minutes video was created to critically discuss and analyse a recent purchase which was made based on the 5 step consumer decision making process. This assesment portayed a basic understanding of ones consumer behaviour and saw that in addition to those decisions one makes, they were also some driving forces that influenced people. In this analysis therefore, we will be delving into the role these driving forces have in influencing consumer decision making processes but this time we will be looking at it from a population angle to give us an overall people view.

To name a few, some of the objectives I intend to achieve when it comes to perception will be demosnstrate its relation in advertisements and how these advertisements influence purchase decisions. Also I intend to demonstrate whether previous learned experiences and fear led to the consumer sticking to and choosing a particular product over another In addition, we will be determining the role each of the perception driven factors such as price, brand, design and quality have in choosing a product and whether consumers use selective perception as a way to influence their purchases. Also, with Motivation being a key driving force, we will be determining the roles motivational theories such as the Extended Maslow theory, Expectancy Theory and Trio of needs have in consumer purchase as well. Because Consumer decions is deeply influenced by people having an attitude of being loyal to a particular brand, we will be looking at how loyalty as an attitude influence consumer behaviours and how theories such as the Attitude-function theory influence consumer purchases. Through previous research, family has been seen to play a role as well which is culture based and so leaving it out would be a disaster. We will therefore see if consumers buy based on whether they have childhood memories through upbringing and if they are influenced to choosing a product because it is part of their cultural heritage.