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MBA404 Consumer Behaviour and Marketing Psychology Assignment - Kaplan Business School, Australia

Assessment Title: Survey Sample and Analysis

Task - 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. 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 product or service that you analysed. 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.

Answer - Consumer Behaviour and Marketing Psychology

Purpose

While thriving in a competitive business environment companies need to study consumer behaviour which opportune and helps in improvement of their marketing strategies. The purpose of this study is to understand the psychologies of how customers feel, reason, think and select amidst various alternatives in terms of retailers, products and brands. Their environment intensively influences consumer psychology (Kadge et al., 2016). The psychology involved in making marketing decisions by organisations is stringently driven by consumer behaviour while shopping (Clark et al., 2018). Furthermore, this study has intended to assess consumer behaviour, which involves understanding the way people, either in groups or individual use, acquire, make decisions and discard goods or services. In such a scenario, the consumer behaviour and marketing psychology of Dell Laptop has been considered in this analytical report. The rationale of this report lies on understanding and critical analysis of the key driving forces of attitudes, perceptions, group and individual differences, culture, family and lifestyle and finally motivation that convincingly influence customer behaviour and consequently their buying behaviour.

Development of a survey instrument

During the pursuance of this project, the researcher has been strategic in the development of a survey instrument. For analysing the customer behaviour and psychological marketing, "survey monkey" tool has been used which will allow users in the creation of their own survey by framing question templates. This is becoming the most preferred software for conduction of a survey process being reliant on its secure and safety service (Lupu and Michelitch, 2018). For all purposes and intents, survey monkey is effective in protection of anonymity. The online application for survey offer free accounts to its users, however there is availability of paid plans too. The application has dedicated security and trust organisation, which is stringently focused on security of system, network and application through deployment of best practices and secure coding techniques by development team (Herreid et al., 2016). The survey process using this application is anonymous as it ensures the respondents not to be connected or come in close proximity with individual people. Questions that are going to be asked while conducting the survey has been described below:

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1. What is your occupation?

  • Business
  • Service
  • Student
  • Others

2. Are you the prime decision maker in your household about buying this product category?

  • Yes
  • No

3. How do you typically find out information or product specification regarding different brands in the product category of Laptops?

  • Shopping in stores
  • TV commercials
  • Online commercials
  • Social media
  • Searching the internet
  • Word of Mouth

4. Which of these brands are you aware of prior to purchasing a Laptop?

  • Dell
  • Apple
  • HP
  • Lenovo
  • Toshiba
  • Other

5. While purchasing this product category, when do you typically make a decision?

  • Long before
  • Prior to purchasing
  • At the time of purchasing

6. Which of the following factors matters to you while making decisions about purchasing a Dell Laptop?

  • Price
  • Customer service
  • Materials
  • Durability
  • Familiarity with brand

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7. From where would you prefer to buy a Dell Laptop?

  • Online retailer website
  • Brand's official website
  • In store
  • Others

8. How many people in your family use a Dell Laptop?

  • None
  • One
  • Two
  • Three
  • More than three

9. How well do existing Dell Laptops in the market meet you preferences and necessities?

  • Extremely well
  • Very well
  • Somewhat well
  • Not so well
  • Not at all well

10. To what extent the marketing strategies of Dell inspired or motivated you to purchase Laptop of this brand only?

  • Extremely inspiring
  • Somewhat inspiring
  • Not at all inspiring

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Administration Process

Administration process in survey and analysis can also be described as the data collection method, where responses are mainly taken through the help of survey questionnaire (Dageforde et al., 2015). In addition to that, administration processes are also closely linked with gathering a set of particular respondents for conducting the survey and analysis process.

In order to conduct the survey, 15 respondents have been chosen from a random manner. However, some restriction has been taken into consideration gathering responses for conducting the survey process at certain extension. The project manager has done the process of collecting data for conducting the survey. A customer that visits a laptop store has been asked for conducting the survey. It has been observed that all of the consumers that visit the particular laptop shop have been asked to take active part at the survey, which will be extremely helpful for Dell at getting the perception of their potential consumer base and potential market so that they further move up their overall revenue generation (Mittal, 2016). After that, willing participants has been provided with a link of survey monkey so that they can answer their perception in regards with our research questions. After getting the survey result from the willing participants, it will be extremely easy to conduct the actual data analysis and findings section.

Data Analysis

From the survey process, the outcome of the first question reveals that most of the respondents, nearly 50% are service members. Approximately 30% of the respondents are students whereas 20% are businesspersons and the rest are of different occupations. The figures reveal that service members are very much accustomed with using Laptops for accomplishment of their daily tasks followed by the student category. According to the results of the second question, it has been found that nearly 70% of the respondents are prime decision makers who have participated in this survey process. This will be effective for the analyzer in understanding the exact scenario of customer behaviour towards buying Laptops. While asking the third question, 40% of the respondents answered that they prefer social media for finding typical information or product specification prior to purchase a Laptop. However, numerous respondents search over the internet for gathering information about existing Laptops in the market. TV commercials, online commercials and WOM are few of the most psychological marketing performed by laptop companies for attracting customers to purchase.

While asking the fourth question, almost 30% of the respondents replied with Apple, followed by Dell, HP and Toshiba. There are the brands, which is highly preferred and most talked about brands of laptop amongst the respondents. However, Lenovo laptops are certainly avoided by customers while making a purchasing decision. From the fifth question of the survey process, it has been clearly revealed that respondents make decisions mostly prior to purchasing and at the time of purchasing. There are only few, roughly 20% who purchase a laptop making decision long before. Making decision long before regarding which brand and which product to purchase makes more sense as in other cases there is an opportunity of getting confused by the store marketer or retailer. Through the sixth question, the survey process revealed that "familiarity with the brand" matters a lot to almost 50% of the respondents while making a purchase decision for laptops. Moreover, durability is also emphasised followed by pricing. Astonishingly, respondents are concerned about the material of laptop as well followed by customer services.

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In response to the seventh question, the respondents' outcome reflects that approximately 52% people prefer to purchase their laptops from brand's official store. This is because of the fact that in branded stores originality of the product in assured. However, nearly 30% prefer to buy from in-store, which is also advantageous. Nearly 12% respondents like to buy from online retailers for various offers and discounts and only about 8% buy their laptops by other means such as used one or exchange offers and others as such. The eighth question clarifies that in most of the families Dell laptops are highly preferred, purchased and finally used. However, in numerous families there are only one or two laptops. Just above 10%, respondents have more than three Dell laptops in their family and 20% respondents are not even using laptops or there might be a scenario that they prefer different other brands while purchasing a laptop.

In addition to that, while analysing the ninth question, which is surrounded of how well the current product range of Dell is mitigating the potential need of their consumer base, it has been observed that close to 60% of the total respondent are happy and satisfied with the current product range of HP. Only 30% respondents in total describe that they are not entire happy and satisfied with the recent product range and specification of Dell. On the other hand, in context to the tenth and last question, it has been observe that most of the respondents think that the overall marketing process of Dell might influence them at the time of purchasing a laptop as 50% of the respondent sates that. Additionally, other 20% respondent thinks that they cannot be motivated or inspired by the marketing strategy of Dell at the time of purchasing a laptop.

Key Findings

After analysing the first question, it can find that most of the respondents that take active part at the survey process mainly do service as their method of income, which indicates that service persons are the key target for selling laptops from the perspective of organizations like Dell. On the other hand, second question has been helpful at finding the facts that most of the respondents of the survey are prime decision taker of their respective family, which helps at finding the fact that decision taker of home are the primary candidates of buying Dell Laptops. Moreover, third question has been helpful at finding the fact that different social media sites can be extremely helpful towards conducting marketing process as most of the respondents find information regarding laptops from different social media sites. Moreover, critically finding fourth question has been extremely helpful at finding the fact that Apple is the most preferred brand for purchasing laptop. Therefore, Dell need to increase the overall quality of their laptop for being one of the most preferred brand of purchasing laptop.

Additionally, the fifth question has been helpful at finding the fact that consumers of recent context take purchase decision at the time of purchasing the actual product. While finding the sixth question has been extremely helpful at describing the fact that consumers only buy product from those brands that has a familiarity at their current market sector. The seventh question has been helpful at find the fact that consumer mainly prefer to buy laptop from official websites. Consequently, the eighth question delivers that most of the household in UK has three laptops at minimum, which indicates the overall markets of laptops are rising. Finding the ninth question has been extremely helpful at finding the fact that Dell is currently doing right thing as responded do think that Dell laptops can mitigate their preferences. Lastly, the tenth question has been helpful at finding the fact that consumer are not entire satisfied with the marketing strategies of Dell.

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