MBA404: Consumer Behavior and Marketing Psychology - Marketing Assignment

Internal Code: MAS3536

Survey Sample and Analysis

Questions: 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 product or service that you analysed in Assessment 1. The survey must comprise a minimum of 10 questions. You are then required to provide a 5-page summary of the key findings. Please note that it is essential to seek “real” and valid participants who legitimately purchased the product or service. You will need to use theories and concepts related to consumer behaviour discussed in Weeks 5 to 8. 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 6. Write a 5-page summary analysis 7. Attach graphical evidence of the survey results as an appendix (not included in the 5 pages)