Consumer Behavior Survey On Nude By Nature
Task: Based on the analysis you conducted in Assessment 1, individually, you are required to create a 10 question survey via Survey Monkey (a free online instrument) to collect data from 15 respondents and to provide six-page analysis of the gathered data.
Your first task is to create a survey comprising of 10 questions that are designed to examine why consumers decided to purchase your chosen product or service. These questions should inquire consumer perception, attitudes, motivation, group and individual differences, culture, family and lifestyle factors. Please note that this survey should not ask participants questions about product or service quality and customer satisfaction. Your next task is to seek “real” and valid participants who legitimately purchased the chosen product or service that you analysed in Assessment 1 and to invite them to take your survey. You only need to gather 15 responses. Once you’ve created your survey and collected participants’ responses, you are required to provide a 6-page summary that addresses the following points:
1. Purpose (the goal of your survey)
2. Development of a survey instrument (the objectives of your survey questions)
3. Administration processes (how was this survey distributed and why)
4. Data Analysis (a succinct summary of the survey results)
5. Key Findings (an analysis of emerging themes from gathered results)
6. Reference List (not included in the page limit of this submission)
7. Appendices (Screenshots of Survey Monkey graphical representation of results; not included in the page limit of this submission)
The purpose of the Consumer Behavior survey is to analyses consumer psychology at different stages of consumer behavior, by using the example of Nude By nature. This also aims to understand how much Nude by Nature is appreciated among consumers by analyzing how much consumers seek for alternatives products or companies.
2. Development of a Consumer Behavior survey instrument
Objectives of the Consumer Behavior survey:
- To understand consumer psychology
- To understand the areas of improvement of Nude by nature
- To understand the role of Ecommerce and Social media in purchase decision
- To understand how competition and alternatives influences consumer’s choice
3. What are the administration processes in Consumer Behavior survey?
The Consumer Behavior survey was conducted by using survey monkey. This platform helps to make own Consumer Behavior survey and share them easily with targeted audience. This portals helps to analyze the data, as it auto calculates the percentage and the charts which helps to analyze information. The Consumer Behavior survey is conducted among 15 people and questionnaire is developed by using close ended questions and liker scale.
4. Data Analysis
Analysis: The age group is asked to understand that the questionnaire is distributed among the targeted market. Most of the respondents belong to 25 to 35 age group, making it sure that people who are part of the Consumer Behavior survey are parted of targeted group of Christmas gift range of Nude by Nature.
Analysis: In this question, 15 responses were recorded from the Consumer Behavior survey. Upon analysis it is seen that about 73.33% rarely buy from Nude by Nature. Whereas 13.33% people buy most frequently and another 13.33% buy frequently from this brand.
Analysis: The number of responses for this question is 15. It is seen that 26.67% highly agree and 40% agree with the fact that social media platforms are a reliable source of product information when it comes to buying cosmetics. However, 26.67% has responded neutrally to the reliability of social media for information when it comes to buying cosmetics. A negligible amount which is about 6.67% has disagreed with that social media platforms are a reliable source of product information when it comes to buying cosmetics. However, no one has highly disagreed with the question.
Analysis: In this question 15 responses were recorded out of which a majority of the consumers has agreed with the fact that one should necessarily check the opinion of the other consumers of the same products before buying them. About 20% highly agree and 60% agree that they should necessarily consider the opinion of the other consumers of the same product before buying them. However, it is seen that 13.33% is neutral to the fact that they should consider the opinion of other consumers about a product before buying it.
Analysis: For this question, 15 responses were recorded. Upon analysis, it is seen that most of the consumers which is about 40% each either highly agree or agree with the conjecture that post purchase satisfaction is a key reason for repeat purchase and customer loyalty. About 20% of the consumers have responded neutrally to the fact that post purchase satisfaction is a key reason for repeat purchase and customer loyalty.
Analysis: The number of responses for this question is 15.It is seen that majority of the consumers, which is about 46.67% has responded negatively to the fact that they make a purchase of any product of Nude by Nature after seeing it in social media posts by a social media influencer that they follow. However, 20% of the consumers have agreed to the fact that they buy a product of this brand after seeing it on social media posts. About 33.33% of the consumers have said that they sometimes buy the products of Nude by Nature after viewing them in social media posts. This brand has a variety of products ranging from make up to skincare. On an overall analysis, it can be concluded that the social media posts of this company has a moderate to high impact on the consumers to make them buy the products. Social media gives better ability to reach to the consumers (Ioan?s and Stoica, 2014).
Analysis: This question has 15 responses. While conducting Consumer Behavior survey, it can be seen that consumers of about 40% look for alternatives or market substitutes before buying products of this brand. About 40% of the consumers have responded negatively that they do not look for alternatives before buying the products. However, some of the consumers have responded that they sometimes look for market substitutes or alternatives of make-up and skincare products before buying products of Nude by Nature. Consumers make their purchasing decision of alternatives based on their positive attributes and feedback (Rani, 2014).
Analysis: This question has 15 responses recorded. Upon analysis, it is seen that 20% consumers are highly agreeing with the fact that purchase method influences purchase decisions of the consumers. A much higher percentage of about 53.33% are agreeing with the fact that purchase methods influence purchase decisions. A considerable amount of consumers of about 20% are neutral to the given fact that purchase methods impact the purchase decisions of the consumers before buying a product. A negligible amount of consumers of about 6.67% are disagreeing with the given fact. However, none of the responses is highly disagreeing with the given fact.
Analysis: The data shows 40 percent people agree and 40 percent people highly agree on the role of packaging, timely delivery and other such areas of service. Only 6 percent has disagreed and therefore it could be stated that all these areas determine purchase decision and therefore the company, Nude by Nature should focus on these additional areas.
Analysis: The data shows that 28.8 percent of the respondents prefer Nude by Nature. However, the ModelCo stands as a major competitor. The number of people who preferred other brands is lower than Nude by Nature but there is not much difference. Therefore, it could be stated that alterative evaluation is one of the key steps that should be focused by the company (Ramya and Ali, 2016).
5. Key Findings
It is seen that no one has responded saying that they never buy from Nude by Nature. The company Nude by Nature is primarily a manufacturer of various skincare cosmetics and products. This analysis shows that though the brand, Nude by Nature, is rarely preferred by consumers on whom this Consumer Behavior survey is conducted but a considerable amount of consumers also prefer the brand as they most frequently or frequently buy from this brand. Hence, it can be concluded that consumers prefer this brand for skincare products, which are free from toxic chemicals, in a moderate scale basing their purchase decisions on availability of information, market substitutes, product recognition and post purchase behaviour.
Hence, the analysis for the 3rd question shows that a majority of responses is either highly agreeing or agreeing to the fact that they rely on social media platforms for product information when it comes to buying cosmetics. A considerable amount of consumers are neutral to this fact a negligible amount of consumer disagree with the reliability of social media platforms for product information.
Very few or negligible amount of responses disagree with the fact of checking the opinion of other consumers about a particular product before purchasing it. In this question, no one has highly disagreed with the stated fact about considering the feedback of other consumers about a product. The reason for this is that considering the opinions of other consumers of the same products before buying them is one of the most ensuring external sources of information regarding a product. Positive responses regarding a product of a brand always ensure more consumers purchasing the product (Zhang, 2015).
It is seen that none of the consumers either disagree or highly disagree with the given fact that post purchase satisfaction is a key reason for repeat purchase and customer loyalty. Hence it can be concluded that consumers always rely and give importance to post purchase satisfaction as a key reason for repeat purchase. Also post purchase satisfaction can be a key element in maintaining customer loyalty (De Mooij, 2019). This is because post purchase satisfaction is one of the internal sources of information for ensuring consumer satisfaction.
Most of the people agreeing the role of purchasing method indicates that Nude By nature should focus on selecting the right too. Starting form cash on delivery to e-commerce method, all should be used so that consumers get multiple options. Along with that it is also very necessary to make sure that the online transactions and information remain secure.
Nude by nature also focus on good packaging. The maximum percentage of people highly agreeing the role of packing shows that this is one of the key aspects that influence decision making process and the stage of alternative search. People can look for other options of the packing are not suitable or liked by them, mostly when it comes to gift products.
The Consumer Behavior survey shows that Nude by Nature has several major competitors like Napoleon Perdis, ModelCo, Kora Organics, Kevin Murphy and more. Along with that, not to many people, Nude by nature comes as the first priority. Therefore, the Consumer Behavior survey shows that the company has to improve several areas so that they can influence consumer perceptions throughout the consumer behavior stages. For example, the role of social media in marketing is found to be high. Therefore, it should be utilized to a better extent. Along with that, the use of proper transaction methods to focusing on post purchase behavior should be initiated (Sharma, 2014).
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and advertising. Consumer Behavior survey SAGE Publications Limited.
Ioan?s, E. and Stoica, I., 2014. Social media and its impact on consumer’s behavior. International Journal of Economic Practices and Theories, 4(2), pp.295-303.
Peter, J.P., Olson, J.C. and Grunert, K.G., 1999. Consumer behaviour and marketing strategy (pp. 329-48). London: McGraw-hill.
Ramya, N. and Ali, M., 2016. Factors affecting consumer buying behavior. International journal of applied research, 2(10), pp.76-80.
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current research and academic review, 2(9), pp.52-61.
Sharma, M.K., 2014. The impact on consumer buying behaviour: Cognitive dissonance. Global Journal of Finance and Management, 6(9), pp.833-840.
Zhang, Y., 2015. The impact of brand image on consumer behavior: A literature review. Consumer Behavior survey Open journal of business and management, 3(01), p.58.