The driving forces of perception, attitudes, motivation.

In this individual assignment, you will be given an opportunity to critically analyze and understand
the driving forces of perception, attitudes, motivation, group and individual differences, culture,
family and lifestyle that influence consumer behavior 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 chosen FMCG product that you analyzed 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 behavior literature should
be integrated into this discussion to support analysis.
Please note that it is essential to seek “real” and valid participants who legitimately purchased
the chosen FMCG product.
You will need to use theories and concepts related to consumer behavior discussed in weeks
5 to 8.
More specifically,

1. Set a goal
2. Design a questionnaire based on the following aspects:
   Perception
   Attitudes
   Motivation
   Group and individual differences
   Culture
   Family and lifestyle
3. Select participants
4. Gather data
5. Analyse data
6. Write a 6-page summary analysis

Sample Solution