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Overview: 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 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.
- Set a goal
- Design a questionnaire based on the following aspects:
- Group and individual differences
- Family and lifestyle
- Select participants
- Gather data
- Analyse data
- Write a 5-page summary analysis
- Attach graphical evidence of the survey results as an appendix (not included in the 5 pages)
The main purpose of the marketing department of an organisation is to understand its customer needs. This survey on the consumer buying behaviour would capture the different aspects of purchase, usage and disposal of Coles milk. This survey aims to understand how the social, cultural, individual and emotional factors have a major influence on consumer buying decisions. In general, a consumer’s buying behaviour is subject to varying levels of attitude, beliefs, learning, motivation and perception of a product. As milk is an essential part of the human palate, and due to the availability of branded and unbranded milk products, it has become a necessity to understand consumer preference towards Coles milk. This would be best achieved through a survey of Coles milk buyers.
2. Development of Survey Instrument
Quantitative research method is applied to collect data for this study. A questionnaire is used to collect information from the respondents. A questionnaire comprises of a list of questions printed in a definite order on a form (Kothari 2004). For this purpose, a set of 10 closed-ended questions was developed. These questions are formulated in a manner to cover the perception, attitude, motivation, individual and family preferences, the difference of opinion, culture and lifestyle. Following is the outline of 10 questions based on which the questionnaire was developed.
- For how long the respondent is purchasing Coles brand milk
- The purchasing decision-maker
- The preferred type of Coles Milk
- The preferred package size
- How frequently Coles milk is bought
- Source of purchase
- The main reason for buying and consuming Cole Milk
- Response if the price of Coles milk is increased
- The major influencer to buy Coles milk
- Rating Coles milk for overall satisfaction level
A detailed questionnaire with options to choose from is shown in Appendix 1. This questionnaire uses multiple choices, rating and ranking system to gather data from respondents. The major limitation of this questionnaire is that a limited number of personal or demographic details obtained from the respondents which restrict the data analysis.