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Consumer Behaviour Survey

The survey study aims to analyze the factors influencing consumer buying behavior in a specific product category, such as smartphones or cosmetics. It involves selecting a product, defining research objectives, collecting data through surveys and interviews, analyzing the data, and discussing the findings. Ultimately, the study will culminate in a presentation of the insights gathered on consumer preferences and decision-making processes.

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Arshiya Jose
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9 views

Consumer Behaviour Survey

The survey study aims to analyze the factors influencing consumer buying behavior in a specific product category, such as smartphones or cosmetics. It involves selecting a product, defining research objectives, collecting data through surveys and interviews, analyzing the data, and discussing the findings. Ultimately, the study will culminate in a presentation of the insights gathered on consumer preferences and decision-making processes.

Uploaded by

Arshiya Jose
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Survey Study

Analysis of Consumer Buying Behaviour


Objective:
The objective of this survey study is to understand the factors that influence
consumer buying decisions in a particular product category. Students will
research, analyse, and evaluate how personal, economic, sociological and
psychological factors, marketing strategies, other factors etc impact consumers'
purchase decisions.
Scope:
This study will focus on one product category such as smartphones, clothing,
food, pharmaceuticals, cosmetics industry that tries to influence body image of
consumers or any other category. These are broad categories of products; narrow
it down to one specific product and investigate consumer behaviour through
surveys (hard copies or google forms), interviews, and secondary data.

Steps for conducting the study:


1. Choose a product category
In your respective groups, you will brainstorm and select a product category (e.g.,
smartphones, apparel, cosmetics, home appliances etc). Ensure the product
category is familiar to all members and has a broad range of consumer choices.
If more than one group chooses a specific category of products, consumers
belonging to different age groups can be studied.
2. Define Research Objectives
Define specific objectives you want to achieve, such as:
• What factors influence the purchase of chosen product?
• How do price, brand reputation, and advertising affect consumer choices?
• What role does social media play in consumer buying behaviour for this
product?
3. Data Collection
You could use one of the following or a combination of the following methods to
collect responses.
• Surveys: Create a structured questionnaire to collect data from a sample
of consumers. The questionnaire should focus on understanding their
preferences, motivations, and purchase behaviours (e.g., why they buy
certain brands, their frequency of purchase, what factors influence their
decisions, etc.). You can use hard copies of the survey or use platforms like
Google Forms.
• Interviews: Conduct interviews with a few consumers to gather qualitative
data on their experiences, perceptions, and decision-making processes.
More the sample participants, the better.
• Observations: You may observe consumer behaviour in stores right from
choosing products to actual buying.
Informed consent in case of surveys and interviews has to be sought before
seeking responses of the participants.
4. Data Analysis
After collecting the data, analyse the findings:
• Use descriptive statistics to analyse survey responses (e.g., frequency,
percentage, mean score).
• Identify patterns and trends in the data (e.g., do certain age groups prefer
certain brands or do discounts influence buying decisions?).
• Use qualitative analysis for open-ended interview responses, identifying
common themes or insights.

5. Discussion
Based on the data analysis, discuss:
• Key factors influencing consumer behaviour in your chosen product
category.
• How consumers make decisions (e.g., which factors have the highest
influence).
• The role of marketing and advertising in shaping consumer preferences.
• Any regional or demographic variations in consumer preferences (e.g., age,
income, gender etc).

6. Conclusions
Summarize the findings and provide insights on consumer buying
behaviour .
7. Evaluation
At the end of the semester, you will present the study and findings in your
respective groups.

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