MBA404 Consumer Behaviour and Marketing Psychology Case Study 2, 2nd Copy Sample

MBA404 Consumer Behaviour and Marketing Psychology. Ass 2, 2nd Copy

Your task

Individually, you must prepare a four-page written analysis based on the assessment instructions below.

Assessment Description

In this individual assessment, students will be given an opportunity to demonstrate their understanding and ability to explain consumer behaviour determinants by analysing the role of perception, attitude, motivation, group and individual differences, culture, and family in consumer behaviour. Students will also demonstrate their ability to research and report contemporary consumer behaviour, such as attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making.

Assessment Instructions

Presume that you are working as a consumer behaviour consultant at the company that makes/produces your chosen product or service from the first assessment. During one of the recent meetings, the company asked you to analyse a recent survey sample completed by consumers who recently purchased their product or service. Your workshop facilitator will distribute the survey sample to you at the end of week 5.

Based on the survey sample, you are required to prepare:

• a one-page summary of survey sample results (i.e., a shorter yet concise version of the results presented in writing).

• a two-page analysis of the sample survey’s key findings (i.e., what does this survey’s gathered data mean? How does this survey investigate consumers’ perceptions, attitudes, motivations, and cultural and individual factors? Which consumer behaviour theories and concepts may have been used in each question to inquire into consumers’ perception, attitudes, motivation, cultural and individual factors and why?).

• a one-page statement in which you are to outline current consumer behaviour trends that the company should consider and justify why these trends are of particular concern from a marketing perspective.

Examining relevant primary and secondary data must reinforce the written analysis findings. You must also incorporate theories and concepts of consumer behaviour discussed in weeks 1 and 7 into your analysis.

You must use at least eight (8) sources of information and reference these in accordance with the Kaplan Harvard Referencing Style. These may include websites, social media sites, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your written analysis (not included in the page limit). Wikipedia and other ‘popular’ sites are not to be used.

Summary of Survey Sample Results

The results of this survey sample shed light on the Nivea product market as a whole focusing on the Nivea soft cream. The majority of respondents are working adults between the ages of 42 and 57 who have a moderate to high household income, according to the study's key results. They favor an urban, physically demanding way of life that places a premium on health and happiness. Customers' decisions on which Nivea soft cream to buy are heavily influenced by their senses of sight and scent. They do their homework, look at several options, and buy things because they care most about making themselves happy and proud. Their immediate family has a major role in their decision-making process. Respondents come from a culture that frowns upon authority figures, values individualism, and places a premium on success. They prioritize current satisfaction to varying degrees, and their tolerance for ambiguity is broad. Some consumers are looking for reaffirmation of their attitudes, while others simply want to feel good about themselves. There is a strong desire for autonomy and independence, and values and priorities might differ widely. While the results of the poll show that people would rather see humorous adverts, it's important to note that some people do find commercials bothersome. These results emphasize the significance of Nivea's marketing and product development efforts being specifically targeted to this demographic's demographics, values, and motivations. Nivea can better connect with its audience and fulfill their changing tastes of soft cream if it takes into account the significance of sensory experiences, the impact of family, and cultural and individual aspects at play.

Sample Survey’s Key Findings

Consumers' demographics, decision-making process, values, influences, and preferences may all be better-understood thanks to the survey data collected from people who have purchased Nivea goods like soft cream. The majority of respondents are between the ages of 42 and 57, have a high level of education, and make a moderate to high salary, according to the study's most important results. Their ways of living differ, but they all place value on fitness, a well-rounded schedule, and time spent in nature. Respondents use a variety of senses, especially sight and scent, in making decisions on which Nivea soft cream to purchase. Respondents come from cultures that frown upon authority structures, prioritize independence and close relationships over working together, and place a premium on success and self-confidence over teamwork. They are not completely at ease with the unknown and would rather live in the moment than make sacrifices for the future. Their immediate families have a major impact on their purchasing habits, and they like viewing comedic commercials (Studysmarter, 2014).

Investigating Consumer Perceptions, Attitudes, Motivations, and Cultural/Individual Factors

The perspectives, opinions, motives, and cultural and personal variables of customers are all probed in this study. Age, gender, employment, and income are all examples of demographic information that might shed light on the factors that motivate consumers to make purchases. Customers' visual and olfactory preferences shed light on their opinions and assessments of Nivea soft cream. It is vital for product development and marketing to have an understanding of the importance of sensory experiences in decision-making. Finding out how and why people make decisions (like buying Nivea soft cream) is the focus of this study's "decision-making process" portion. Customers' innate desires are reflected in the market's prioritization of customer satisfaction and positive reinforcement (Shastri, 2023).

Respondents' values and beliefs are used to investigate cultural and personal issues. Their emphasis on autonomy, self-care, and success reveals differences in cultural and personal values as much as it does societal ones. In addition, their risk tolerance and affinity for the here-and-now indicate their distinct perspectives on time and satisfaction. The survey's attention to demographic, sensory, attitude, motivational, and cultural elements yields a deep comprehension of consumer behavior. This information is priceless for helping Nivea Soft Cream improve its products and marketing to appeal to this demographic (Xaif, 2023).

Theories and Concepts Used in Each Question

Age Question (Q1): Question 1 (Age) is in line with the Life Stage Theory since it seeks to understand how different ages have different influences on consumer wants and requirements.

Gender Question (Q2): It aids Nivea in developing and advertising to male and female consumers separately.

Occupation Question (Q3): This is a perfect example of how the Lifestyle Theory may be useful. Nivea can better develop and market to its customers if it knows what jobs their customers have.

Yearly Income Question (Q4): This question is relevant to the Income Elasticity of Demand theory because it determines how much disposable money has to spend on goods and services.

Household Income Question (Q5): Similar to Q4, it pertains to the family life cycle theory and takes into account the fact that household income affects purchasing decisions and product sizes.

Highest Qualification Question (Q6): Consumer Learning Theory is applicable since different levels of knowledge might affect how and what people look for while researching products.

Current Circumstances Question (Q7): This question dives into Psychographics and Lifestyle Theories to represent the fact that one's current situation affects one's values and lifestyle choices.

Sensory Perception Question (Q9): This question is about the role of sensory inputs in shaping consumers' perceptions and ultimately their decisions

Information Search Question (Q10): This question is in line with consumer decision-making models and reflects the research phase of the decision-making procedure.

Motivation Question (Q11): Maslow's Hierarchy of Needs theory may be used to answer Q11 about what drives people since different types of satisfaction can be attained through self-affirmation, positive self-talk, and positive mental attitudes (Wicaksana and Bintarti, 2023).

Value Hierarchy Question (Q12): The Theory of Value Hierarchy comes into play in the (Q12), which asks respondents to rate the significance of various demands.

Statement Agreement Questions (Q13): Cognitive Dissonance Theory aims to capture customers' feelings of contentment and appreciation for the goods after purchase.

Influencers Question (Q14): Social Influence Theory, explains how people are influenced by the opinions and actions of others around them (Schmader and Sedikides, 2018).

Culture Agreement Questions (Q15): The cultural determinants of consumer behavior are relevant here because of how culture affects people's beliefs and actions.

Group Membership Question (Q16): (Group Membership and Social Identity Theory) is an appropriate framework for this inquiry.

Advertisement Preference Question (Q17): The answers to this question might shed light on how people's minds and hearts react to various forms of marketing.

Current Consumer Behavior Trends

Several major movements are now influencing consumers' decision-making and actions in the marketplace. From a marketing standpoint, these tendencies are of utmost importance since they directly affect how brands like Nivea develop and distribute their goods like soft cream and communicate with their target audiences (Sharma, Aswal and Paul, 2023). Consumers are placing a higher value on sustainability, looking for eco-friendly goods and ethical companies. Nivea should think about sustainability at every stage of the product lifecycle of soft cream, from sourcing natural ingredients to adopting recyclable packaging, to keep up with the rising demand for environmentally friendly products. The digital revolution has altered the traditional customer experience (Stern, 2018). The importance of online activities such as research, shopping, and social networking cannot be overstated. To maintain its market share, Nivea must expand its online presence, digital marketing efforts, and e-commerce offerings. The health and wellness industry is increasingly focusing on skincare. Products that improve consumers' emotional wellness are increasingly in demand. In its advertising, Nivea should highlight the benefits of its soft cream for skin health and self-care. Customers now anticipate individualized service. Nivea could use its consumer data and digital tools to provide tailored product suggestions, content, and promotions that make each buyer feel special (Cherubino et al., 2019). Authenticity and openness are cornerstones of trusting relationships. For Nivea to earn and keep its customers' trust, the company must be forthright about its ingredients, product origins, and corporate responsibilities. Inclusivity and diversity demand that we value a range of ideals of physical attractiveness. Nivea has to broaden its offerings to include options for people with different skin tones, and its advertising should reflect that. Time is valuable, so anything that saves it is welcome. Nivea has to improve product availability through digital channels and think about packaging improvements that make their products easier to use (Silva et al., 2019).

References

Alberti, B., Asgian, C., Caldwell, H. and DeFanti, M., 2018. A Proposed Brand Portfolio Strategy for Nivea to Gain Competitive Advantage. In Competition Forum, pp. 130-135. https://www.proquest.com/openview/1328b3ec0e25da20f963a19d71e43ce4/1?pq-origsite=gscholar&cbl=32907

Cherubino, P., Martinez-Levy, A.C., Caratu, M., Cartocci, G., Di Flumeri, G., Modica, E., Rossi, D., Mancini, M. and Trettel, A., 2019. Consumer behaviour through the eyes of neurophysiological measures: State-of-the-art and future trends. Computational intelligence and neuroscience, pp. 1-27 https://doi.org/10.1155/2019/1976847

Schmader, T. and Sedikides, C., 2018. State authenticity as fit to environment: The implications of social identity for fit, authenticity, and self-segregation. Personality and Social Psychology Review, 22(3), pp.228-259. https://doi.org/10.1155/2019/1976847

Sharma, K., Aswal, C. and Paul, J., 2023. Factors affecting green purchase behavior: A systematic literature review. Business Strategy and the Environment, 32(4), pp.2078-2092. https://monami.hs-mittweida.de/frontdoor/deliver/index/docId/13376/file/Master_thesis_54269MaryiaLarchankageschwaerzt.pdf

Shastri, A. (2023). IIDE. [online] Available at: https://iide.co/case-studies/marketing-strategy-of-nivea/ [Accessed 9 Sep. 2023].

Silva, E.S., Hassani, H., Madsen, D.O. and Gee, L., 2019. Googling fashion: forecasting fashion consumer behaviour using google trends. Social Sciences, 8(4), p.111. https://doi.org/10.1108/JBS-04-2019-0062

Stern, M.J., 2018. Social science theory for environmental sustainability: A practical guide. Oxford University Press.

Studysmarter. (2014). Nivea Market Segmentation: Research & Target | StudySmarter. [online] StudySmarter UK. Available at: https://www.studysmarter.co.uk/explanations/business-studies/business-case-studies/nivea-market-segmentation/ [Accessed 9 Sep. 2023].

Wicaksana, P.S.I. and Bintarti, S., 2023. Factors Influencing Nivea Face Wash Purchasing Decision In Cikarang. Jurnal Ekonomi, 12(02), pp.1879-1882. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/2609/1972

Xaif (2023). Marketing strategy of Nivea. [online] IIDE. Available at: https://iide.co/case-studies/marketing-strategy-of-nivea/#:~:text=The%20brand%20has%20kept%20its,into%20account%20a%20larger%20crowd. [Accessed 9 Sep. 2023].