Essay: Customer Buying Behavior For Pierre Marcolini Chocolate - A Survey Study.

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 chosen FMCG product that you analysed in Assessment 1. The survey must comprise of 10 questions. You are then required to provide a 6- page summary, analysis and discussion of the key findings from your data collection. This discussion must be aligned to YOUR chosen product and consumer behaviour literature should be integrated into this discussion to support analysis. 

Customer Motivation to Shop Pierre Marcolini Chocolate

The main purpose of conducting the survey is to understand the buying behavior of the customer towards Pierre Marcolini chocolate.

The survey has been done through an online tool like survey monkey. This tool helps to get reliable and valid outcome regarding research concern.

The initial phase is to design the questionnaire that involves 10 questions. After that, the survey was sent to people through an online link in an unsystematic manner that has purchased the Pierre Marcolini chocolate. The survey was conducted on 20 customers with no partiality.  

Q1 What was your key motivation to shop Pierre Marcolini chocolate?

From the above table and chart, it can be stated that there are most of the participant i.e.50% whose key motivation to purchase Pierre Marcolini chocolate is taste. In contrast to this, there are none of the people whose key motivation is family and friends members and culture. There is evidence that customers give preference to taste in the chocolate sector. However, it is also evaluated that healthy lifestyle and advertisement also persuade the customers for purchasing the products and also aids them to attain their desire (Solomon, et al., 2014).

Q2 What is your perception of Pierre Marcolini chocolate?

The above table and chart demonstrated that there are about 35% of the customers who have a positive perception towards Pierre Marcolini chocolate. In opposed to this, there are only 5% of the customers who have a negative perception towards their chocolate. This result is supported by the opinion of Roy and Ray (2017), as it was stated that perception is created earlier and post purchasing the products but it could be different from each other. It is also identified that positive brand perception is a result of a significant advertisement that considers offering high potentials and focuses on building positive brand picture among customers.

Q3 What is the primary attitude that you relate with Pierre Marcolini chocolate?

As per the above table and chart, it can be opined that there are 7 out of 20 customers who believe that primary attitude that relates them with Pierre Marcolini chocolate is the happy and favorable attitude. On the other side, there are only 5% of customers who have negative emotions with Pierre Marcolini chocolate. This finding is supported by the opinion of Siddiqui and Mishra (2016), as it was opined that there are some emotions, which are associated with each brand. Hence, it is not required that the emotion that a customer linked with the brand could be the same with other consumers. But, at the same time, it could be different for one consumer with another consumer. This is required for every brand to assess and increase the knowledge with respect to the emotion of customers that are related to the brand. Furthermore, chances of purchasing the products will gain when the emotion that is associated with the brand would enhance (Khaniwale, 2015). On the other side, when the customer does not feel better regarding the desired brand, then they will rarely buy it.

Customer Perception of Pierre Marcolini Chocolate

Q4To what extent do you relate with the lifestyle of Pierre Marcolini chocolate?

The above chart and table show that there are 55% of customers who related the Pierre Marcolini chocolate with their lifestyle at a higher extent. In opposed to this, there are only 10% of customers whose lifestyle is relating with Pierre Marcolini chocolate at a very low extent. There is evidence that each brand has some individual characteristics and qualities that relate with it. Hence, it is significant for the company to involve human characteristics in the brand as; it would be beneficial for influencing the customers at higher extent. But, the personality of the brand should be related to the customers in order to persuade the bulk of customers (Khan, et. al., 2016).

Q5 How frequently do you consume Pierre Marcolini chocolate?

The above table and chart indicate that there are over 30% of customers who monthly consume Pierre Marcolini chocolate and only 5% of consumers consume Pierre Marcolini chocolate in twice a month. There is evidence that frequency of consuming a brand depends on the satisfaction level of customers. If they will satisfy with the brand, they will frequently buy it as compared to dissatisfy to brand. Furthermore, social media is key sources for increasing the demand of customers for Pierre Marcolini chocolate as there are most of individual who highly actively on the digital channels (Badlani and Singhal, 2016).  

Q6 Why do you prefer Pierre Marcolini chocolate over other brands?

As per the above table, it can be stated that there are 30% of customers who prefer Pierre Marcolini chocolate over other brands due to its advertisements. On the other hand, there is only 5% of customer who influences with the brand ambassador. This result is supported by the opinion of Malik and Guptha (2014), as it was described that the FMCG industry faces tough rivalry as compared with other brands. Due to the fast pacing FMCG sector, there is a need to develop the unique products and services as compared with other products. This could lead the Pierre Marcolini chocolate to sustain in the market.

Q7 Are you a loyal customer of Pierre Marcolini chocolate?

The above chart depicts that there are about 75% of customers who are not loyal customers of Pierre Marcolini chocolate as they keep trying products from different brands. In contrast to this, there are only 10% of customers who are loyal and do not buy any brand.  This result is favored by the opinion of Raheem Vishnu and Ahmed (2014), as it was explained that a loyal customer can pull the attention of high amount of consumers by effective word of mouth advertising and another type of persuades. In addition,

Primary Attitude Related to Pierre Marcolini Chocolate

Q8 What has been your biggest influence to buy Pierre Marcolini chocolate?

The above chart depicts that there are 25% of the customers who biggest influence by the friends and prices to buy Pierre Marcolini chocolate. On the other side, there are 10% of customers who biggest persuade by the packaging of Pierre Marcolini chocolate. This finding is favored by the view of Malik and Guptha (2014), as it was stated that the packaging of Pierre Marcolini chocolate has a positive impact on the attitude of customers. Moreover, the attitude of customers is highly influenced by different factors such as price, social media, distinct taste, and price.

Q9 The price of Pierre Marcolini chocolate is?

As per the above table, it can be depicted that 50% of the customers believe that the price of Pierre Marcolini chocolate is expensive. In opposed to this, only 5% of the customers opined that the price of Pierre Marcolini chocolate is cheap. There is evidence that effective pricing strategy should be used by the brand as it would lead to influence the decision making the process of customers (Badlani, and Singhal, 2016).  

Q10 How likely are you to recommend Pierre Marcolini chocolate to others?

The above table depicts that most of the participant very likely recommend Pierre Marcolini chocolate to others. In contrast to this, there are very few people who unlikely recommend the Pierre Marcolini chocolate to others. There is evidence that brand can contribute the pull the attention of customers. In this way, word of mouth could be applied by organization to influence the customers towards purchasing their products and services (Solomon, et. al., 2014),

References

Badlani, M. and Singhal, D.K., 2016. A Study on Value Added Service in Fuel Retailing: Impacting Consumer Buying Behavior. The International Journal of Business & Management, 4(1), p.246.

Khan, S.K., Abid, N., Muntaha, S.T. and Jamal, A., 2016. Consumer Behavior towards Buying of Smart Phone A Case of Jinnah University for Women. The International Journal of Business & Management, 4(1), p.226.

Khaniwale, M., 2015. Consumer buying behavior. International Journal of innovation and scientific research, 14(2), pp.278-286.

Malik, G. and Guptha, A., 2014. Impact of celebrity endorsements and brand mascots on consumer buying behavior. Journal of Global Marketing, 27(2), pp.128-143.

Raheem, A.R., Vishnu, P. and Ahmed, A.M., 2014. Impact of product packaging on consumer’s buying behavior. European journal of scientific research, 122(2), pp.125-134.

Roy, D., & Ray, N. (2017, October). Consumer Buying Behavior and Perception toward Shopping Malls with Special Reference to the City of Kolkata, West Bengal, India. In International Symposium on Chaos, Complexity, and Leadership (pp. 343-355). USA: Springer, Cham.

Siddiqui, I., and Mishra, U.M., 2016. A Study of Consumer Buying Behavior in Organized Retail Sector: Electronic Industry (Samsung Televisions). International Journal of Engineering and Management Research (IJEMR), 6(2), pp.401-406.

Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.