UNITAR International University Consumer Behaviour Discussion

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I’m working on a economics report and need an explanation and answer to help me learn.

– Factor that affected the consumer behaviour based on the data attached (500 words)

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2.0 FINDING AND DISCUSSION
This survey has discussed the factors that influence consumer demand behavior. For
this survey, several consumers gave their opinions based on their demand behavior
through the questionnaire. A questionnaire had provided for the respondents chosen to
answer the questions given. This survey discussed the data collection of consumer
behavior and the factors that influence consumer behavior as the price of goods,
branded goods, and consumer income. Besides that, this survey also collects the data
collection of consumer choice between Good A and Good B and the factors that
influence the consumer choice between 2 goods.
2.1 Respondents Background
Respondents refer to a person or a group of people that randomly chose to answer the
questionnaire given. Respondent was the main item for the success of the survey
conducted. Respondents are also called participants. The participants were known as
unpaid volunteers (Hervé, C., & Mullet, E. 2009). For this survey, the randomly
chosen respondents are through the questionnaire. The randomly chosen questionnaire
respondents were according to their gender, ethnicity, and age group to give their
opinions about consumer demand behavior. The questionnaire involved 24
respondents as 14 males and 10 females. The demographic data of the respondents in
the questionnaire has shown in Table 2.1.
ITEM
NUMBER OF RESPONDENTS
PERCENTAGES (%)
MALE
14
58.3
FEMALE
10
41.7
24
100
MALAY
17
70.8
CHINESE
5
20.8
INDIAN
0
0
OTHERS
2
8.3
24
100
BELOW 30
22
91.7
31 – 40
0
0
41 – 50
1
4.2
ABOVE 51
1
4.2
24
100
GENDER
TOTAL
ETHNICITY
TOTAL
AGE
TOTAL
Table 2.1: Demographic Data of Questionnaire Respondents
Table 2.1 shows the demographic data of questionnaire respondents randomly chosen
who give their opinion based on their demand behavior. This questionnaire has
participated 24 respondents to the questions. The respondents of this questionnaire are
comprised of the different respondent’s gender, ethnicity, and age group. The
difference of gender, ethnicity, and age group can provide different opinions based on
the questions asked in the questionnaire.
RESPONDENT DEMOGRAPHIC DATA ANALYSIS
Figure 2.1.1: Gender Data of Questionnaire Respondents
For gender part, it consists of male respondents and female respondents. Table 2.1 can
identify that the respondents have consisted of 14 male respondents and 10 female
respondents in the questionnaire. The total number of questionnaire respondents is 24
respondents. Based on Figure 2.1.1, the percentage of 14 male respondents was 58.3%
of the total 24 respondents. Besides, 10 out of 24 female respondents reached 41.7%
of the total. This result indicated that the number of respondents between male
respondents and female respondents is almost the same. However, there are more
male respondents than female respondents are participating in the questionnaire given.
Figure 2.1.2: Ethnicity Data of Questionnaire Respondents
For ethnicity part, it has divided into four parts. The ethnicity part included Malay
respondents, Chinese respondents, Indian respondents, and Other ethnicity
respondents. Based on Table 2.1 and Figure 2.1.2, the randomly chosen respondents
consist of 17 out of 24 respondents who come from Malay, 5 out of 24 respondents
come from Chinese, 2 out of 24 respondents come from Other ethnicities, and no
respondents come from Indian. The total number of questionnaire respondents is 24
respondents. Malay respondents were the highest ethnicity among the respondents
chosen as 17 respondents and reached 70.8%. Chinese respondents were the second
higher respondents in this questionnaire as 5 respondents and obtained 20.8%. There
are only 2 respondents were Others ethnicity which is 8.3%. This questionnaire does
not include the Indian respondents to answer the questions. It means that there is 0%
of Indian respondents. In short, most respondents who are participating in this survey
come from Malay respondents. Indian respondents are not participating in this survey.
Figure 2.1.3: Age Group Data of Questionnaire Respondents
The age group of respondents, it separated into four age groups. The age group of
respondents is separate according to by respondent’s age below 30, age group
between 31 to 40, age group between 41 to 50, and respondent’s age above 51. Table
2.1 shows that the respondents aged below 30 were the highest age group which is 22
respondents. The respondent’s age between 31 to 40 was the lowest age group which
is no respondents chosen. Two age groups recorded the same number of respondents
in the questionnaire. The age group between 41 to 50 and respondents aged above 51
were the age group that recorded the same number of respondents chosen as only one
respondent participated in the questionnaire in each group. The total number of
questionnaire respondents is 24 respondents. Besides that, Figure 2.1.3 shows that
91.7% of respondents were aged group below 30. This questionnaire also recorded
that 0% of respondents were aged 31 to 40. The age group between 41 to 50 and
above 51 recorded at the same percentage rate at 4.2% each group. As a result, this
questionnaire shows that 22 out of 24 respondents consider the age group below 30.
Last but not least, it can conclude that more male respondents (58.3%) than female
respondents (41.7%) are participating in the questionnaire. In addition, Malay
respondents and respondents aged below 30 were the highest ethnicity and age group
among the respondents randomly chosen in the questionnaire at 70.8% and 91.7%
respectively. The questionnaire also indicates that the randomly chosen respondents
are consist of different gender, ethnicities, and age group. Although Indian
respondents and respondents aged between 31 to 40 are not participating in the
questionnaire. The research results are also relevant and reliable because they are not
just monopolized by one type of gender, ethnicities, and age group only.
2.2 Consumer Behavior
Consumer behavior is means by the behavior of consumers that shows in the selection
of goods, purchase of goods, and consumption of goods that depend on the
satisfaction of the consumers (Gajjar, N. B. 2013). The satisfaction of consumers with
each good is different. Satisfaction is the outcome of the purchase and utilizes the
goods. It comes from the buyer in comparison between the rewards and costs of
purchasing with the expected result. (Churchill Jr, G. A., & Surprenant, C. 1982).
Dalwadi, P. B. (2017) mentioned that consumer behavior was an action taken by the
consumers on how individuals make decisions to utilize their limited resources such
as time, money, and effort on the consumption. Consumer behavior is hard to predict
because of some factors. The factors that influence consumer behavior have two types
as internal factors and external factors. The difference in the price of goods can cause
a difference in consumer behavior (Nelson, P. 1970). The other factors that can
influence consumer behavior like brand name, consumer preferences, and consumer
income.
REFERENCES
Hervé, C., & Mullet, E. (2009). Age and factors influencing consumer behaviour.
International
Journal
of
Consumer
Studies,
33(3),
302-308.
https://doi.org/10.1111/j.1470-6431.2009.00743.x
Gajjar, N. B. (2013). Factors affecting consumer behavior. International Journal of
Research in Humanities and Social Sciences, 1(2), 10-15.
Dalwadi, P. B. (2017). Consumer Behavior and the his Purchase Decision.
Nelson, P. (1970). Information and consumer behavior. Journal of political economy,
78(2), 311-329. https://doi.org/10.1086/259630
Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of
customer
satisfaction.
Journal
of
marketing
https://doi.org/10.1177%2F002224378201900410
research,
19(4),
491-504.

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500 words

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economics

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consumer behaviour

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