Table of Contents
Purpose of the survey and justification of the chosen administration method.
Summary of gathered responses.
Critical analysis of the key findings.
Marketing psychology applies theoretical knowledge to the field of marketing. The purpose of the survey was to collect the information regarding the perception, attitudes, motivation, and cultural factors that are influencing the customers to purchase almond meal. As mentioned by Bala & Verma (2018), consumer behaviour prediction is crucial for the marketers to design the marketing and promotion for the customers that helps in influencing the customer’s perception, attitudes, motivation, and cultural factors.
The current scenario can be discussed in the light of Maslow’s Need Hierarchy Theory. In order to understand the motives of the customers behind purchasing a particular product this theory places emphasis upon five needs that influences human behaviour. Presenting the needs based on order of importance are physiological needs, safety needs, love and belongingness needs, esteem needs and self actualization need. As suggested by Hopper (2019), effective marketing campaigns do not only advertise or promote their product to the customers, it also place the product to the hierarchy of the need. For instance, the researcher has tried to identify the place where the almond meal product has been placed.
Another theoretical model that can effectively explain the need of understanding customer behaviour on the basis of the influences of the mentioned factors, Engel, Kollet, Blackwell (EKB) Model can be highlighted here. As per this theory, a consumer purchase is a five step process. At the first stage, the customers generally gather marketing information from television and other platforms (Abenyin & Osei, 2016). This influences their perception, attitude and culture as they compare their gathered information with the already stored experience associated with the particular product. After a period of thoughts customers try to make the final decision based on rational thoughts regarding purchasing the product. After gathering rational thoughts upon purchasing the particular products while making the actual purchase decision, both the internal and external factors such as motivation, product related factors and others.
Considering the concepts delivered by these theories, it can be stated that various factors mentioned such as both the customer’s internal and external factors are responsible for influencing a customer to ultimately purchase the product. Therefore, this study helps in understanding the needs that influence customer in modern era to purchase almond meal and identifying the factors that actually motivate the customers to purchase the product. The administration method or survey has been chosen so that the consumers may easily put their responses conveniently and submit through online so that they do not have to directly contact with the researcher. The survey helped in gathering précised answer covering all the areas of concern and results are provided in numerical form making it more authentic and free from biases which could not be possible through other methods such as secondary analysis (Epple, Romano & Zimmer, 2016).
The current study has attempted to understand how the convenience of purchasing a product influences the perception of the customers upon purchasing a product. It has been identified from the results that more than 50% of the customers have strongly agreed that the product is easy to purchase and the purchasing process is convenient.
Most of the participants also conveyed that the after sales service of the product was effective which can be considered to have an influence upon the attitude of the customers towards the product almond meal.
Almost all the participants have strongly agreed that they will recommend the product to their acquaintances. This can be considered as the attitude of the customer towards the product almond meal.
However, the customers have also informed that the return policies did not influence the customers to purchase the product. Only less than 30% of the customers strongly agree upon this concept. Therefore, the return policies are not efficient to influence customer behaviour specifically the attitudes and perception about the product.
The usability of the product has also been identified to impact upon the customer’s purchasing behaviours towards almond meal. The usability or convenience of using this product has been perceived by the customers may be considered as a highly influencing factor for the customers.
Current trends are likely to align with the cultural factors which are identified to influence the purchase behaviour of the customers. It has been identified that most of the participants have a strong belief that almond meal is aligned with the current trend which indicates towards cultural appropriateness of the product.
It has been identified from the study that there is a mixed response of the customers regarding if the product is appropriate to the needs of the customer groups. Only 50% of the customers agreed on the fact.
Food habit is another cultural factor that influences purchase of almond meal. However, it has been identified that the product is appropriate to the food habit of the participants of the study.
Participants have also strongly agreed that they are able to enjoy the product with their family members though there are some mixed responses as well.
The participants of the current study have also conveyed that the product is very unlikely to hurt the religious sentiments and preferences of the customers.
There are several factors that influence the purchasing behaviour of the customers. It can be stated that the easiness and convenience of purchasing has positively influenced the perception of the customers. As mentioned by Ahmed-Kristensen et al. (2017), product related external factors influence general perception of the customers about the product. Therefore, it can be stated that ease of purchasing the product will positively influence the purchasing behaviour of the customers. However, it can be stated that the provision of after sales services was somewhat less convincing for the customers, which may have not impacted positively upon the purchase behaviour of the customers. Lou & Yuan (2019) suggests that marketers are required to focus upon the representation of after sales services as this helps showing value to the customers. Therefore, it can be inferred that if the customers are considered valuable it may fulfil their love and belongingness needs which might influence the purchase behaviour in a positive manner.
It was also inferred from the findings that the customers are very likely to recommend the product to others. The likelihood of recommending the product to the other people is an indicator of positive attitude of the customers towards the product (Graafland, 2017). Therefore, it can be stated that the positive attitude may have developed based on the ease of product purchase and effective after sales services.
The perception of the customers about the return policy taken under consideration by the product offered has generated a mixed response which indicates that the product return policies are not able to contribute to the product purchase. This is because ineffective return policies are unlikely to influence the customers to purchase the product.
The marketing approach of the company towards usability of the products has also been predicted to have a huge influence upon the motivation of the customers to purchase the particular product. As mentioned by Chong & Lacka (2016), marketers are required to focus upon highlighting the appropriateness and usability of a product. Therefore, it can be stated that the marketing has been done well by the marketers of almond meal regarding the usability of the product which will positively influence the purchase behaviour of the customers.
It has been identified that the product is aligned with the current trend which is an indicator of cultural appeal of the product. This may lead to greater adoption for the product. Therefore, this factor is highly influencing upon the purchase of almond meal among the participants. Additionally, the product is also found to be culturally appealing as this is aligned with the food habit of the customers. This might have worked as a motivating factor for the customers purchase the product. Besides that, it has been identified that the product appropriately fulfils the daily needs of the customers. In the light of need hierarchy theory of Maslow, it can be stated that the product is placed at the primary level of need of the customers which is likely to enhance the purchase behaviour of the customers as well (Djafarova & Rushworth, 2017).
The product marketing is also highly effectively placed into the love and belongingness needs of the customers where it allows the customers to enjoy their meal with the family members. This is also a motivating factor that influences the customers to purchase this particular product, almond meal. The product is also unlikely to impact negatively upon the customers by hurting religious sentiments and preferences.
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