Survey Analysis - Consumer Behavior
The objective of this report is to portray the major consumer decisions in buying the product Fitbit Charge 2 product or any other variants of Fitbit products those are portable health and fitness equipment those help the customers to check the vital statistics of their health such as heart rate, pulse rate, calories, etc. (Fitbit, 2018) It has been observed from the research study that there are various factors which influence the consumer buying behaviour such as the Demographic elements such as Age, Population, Generation, Family Size, Family Life Cycle, Income and Disposable Income, Occupation, Education, Religion and Nationality. These are some of the major demographic factors those influence the consumer buying decision of the Australian customers (Bloom and Canning, 2004). This behaviour also plays the pivotal role in the consumer decision-making process for buying Fitbit Charge 2 product. Apart from the Demographic factors, there are Cultural factors such as Culture, Subculture and Social Class those also play crucial roles in determining whether the customers will buy the Fitbit products or not. The research has also established the validity of the theory of consumer behaviour that the marketing strategies of the product also affect the consumer behaviour in terms of being able to stimulate their emotions and moods such that they feel the need to buy the product to satisfy their demands (Peterson and Merino, 2003).
Purpose/Goal of this survey
The main objective of this survey was to analyse the reason behind the Australian consumers wanting to buy the Fitbit products, particularly the recent update to its line of portable fitness equipment known as the Fitbit Charge 2. The survey was intended to determine how much of the target segment of the customers were aware about the brand and how many of them already owned the brand or were considering to make a purchase of the brand. The survey has been directed to find out the impact of various factors such as Demographic, Cultural and Marketing Behaviour of the Brand in creating the need of the products in the Australian households that would eventually lead to the purchase decision by the consumers. The survey wanted to determine the role of some of the crucial factors such as perception, attitudes, motivation, lifestyle, family, individual and group differences in instigating the customers to buy the Fitbit products.
How to develop survey instrument?
Need for the Survey
The survey technique was administered because it is considered to be one of the most effective methods of collecting information from a large group of people. It can be considered as a flexible tool for understanding the major driving forces behind the consumer behaviour. The other advantages of the survey technique are that it is easy to administer and can be designed exactly to suit the specific area of interest of the intended research.
Process of Survey Construction
The survey was constructed using Surveymonkey.com which is an online portal for creating free surveys. Each of the questions had 5 objectives. 10 questions were developed and sent to 15 respondents those took part in the survey and offered their feedbacks.
The survey was constructed in a manner where each of the questions had a specific objective to be attained. Close attention was given regarding the wording of the questions and the complex terms were avoided in developing the questionnaire. The survey started with the questions of higher interest in the beginning and ending gradually with the demographic questions. The questions were tried to be kept simple and any unnecessary questions were eliminated. The survey has been evaluated carefully before the final administration was made.
Type of Questions
Open-ended Questions- The open-ended questions are those where the respondents have the liberty to provide their answers according to their own will (Kothari, 2015). The advantage of this type of question is that it enables the participant to give his own information. The disadvantage is that the respondent can talk about things which may not be totally relevant to the research
Closed-ended Questions- In case of the closed-ended questions, the respondents are given certain choices within which they need to select their responses. Here personal views are restricted. The advantage of this type of question is that the researcher can make the participant respond according to his own set objectives. The disadvantage is that the views of the respondents being restricted, other dimensions of the research remain unaccounted for.
Likert Scale- The Likert Scale consists of various rankings or points those are attributed to each question. The respondent can choose only one point or rank for each question. It helps in quantitative analysis of data.
Multiple Choice Questions- The Multiple Choice Questions are those in which the respondents can choose one or more than one options according to the choices provided in each question by the researcher. This type of question is also good for quantitative analysis.
Open-ended Questions- They facilitate qualitative research and help in identifying the perspectives of the customers about a product or service. Here the data analysis is more complex and fewer questionnaires need to be distributed.
Closed-ended Questions- These facilitate in the quantitative research by following a set format. These are scanned directly to computers and large number of questionnaires can be generated.
Likert Scale Questions- They provide options for ranking and each choice is equidistant from the others in terms of logic and help in measuring attitudes.
Multiple Choice Questions- They help in measuring nominal variables and are implemented when there are a specific number of choices and has the option to include all of the options.
The survey administration was implemented through Surveymonkey.com which is a free online tool for survey. The survey has been administered with the help of links, emails, Facebook, messenger, etc. The survey was sent to the friends, families and relatives.
The above chart shows the gender of the respondents. From the above chart it has been seen that out of 15 total respondents there have been 9 females and 6 males. This question focuses on the demographic features of the respondents.
The chart shows the age of the respondents. This question also focuses on the demographic features of the total 15 respondents. From the graph it has been observed that out of 15 respondents 4 respondents that is 26.67% belong to the age group of 18-24 years and 73.33% of the total respondents or 11 respondents belong to the age group of 25-34 years of age. So it can be seen that majority of the respondents belong to the age group of 25-34years. Hence, the majority of the target customers belong to the age group of 25-34years.
This question focuses on the demography of the respondents. From the above graph it can be seen that out of 15 total respondents there are 8 respondents that 53.33% of the respondents are Asian or Pacific Islander and 5 or 33.33% of the respondents are White/ Caucasian. 2 respondents or 13.33% remaining respondents have mentioned others. The responses show that majority of the target customers belong from Asian or Pacific Islander.
More detailed information about the target customer has been derived from this question. The respondents have been asked to check the options apply to them. Out of the total 15 respondents there have been 60% of the respondents have said that they have heard of Fitbit before, 46.67% of the respondents have said that they have friends or family member who uses a Fitbit product, 46.67% have said that they own a Fitbit product and 20% have said that they do not use Fitbit but they own another health wearable. 26.67% of the total respondents have said that they are not familiar with Fitbit. It can be seen that majority of the target customers have heard about Fitbit from known circle and some of them already own the product. Few respondents have said that they have not heard about the product. Overall analysis shows that the target customers are aware of the health fitness band available in the market.
The above chart shows the kind of the Fitbit brand do the respondents use. Out of 11 respondents who have answered it has been seen that 81.82% of the total respondents that represent 9 respondents have said that they use Charge 2, one respondent owns Blaze and another one respondent uses Flex. It can be seen that majority of the respondents who own health fitness measurement band have Fitbit Charge 2. It is seen that out of the total respondents who have using health fitness measurable band own the Fitbit brand the brand value of the company in comparison with its competitors. The Fitbit has been able to cater the target customers well. The main aim of the questions has been to identify how many people use Fitbit brand the responses clearly shown that majority owns Fitbit.
What do you like or not like about the Fitbit?
Some of the customers have responded that they are extremely happy with the features those help in running or cycling and display the data. The product also has sleep tracking which is found to be useful for many. However, some of the customers have notified that the lack of waterproofing is a big disadvantage for the product and therefore they cannot wear the product while swimming. This shows the impact of marketing on consumer behaviour. The products have stimulated the emotions and moods of different customers differently.
In what year and where did you purchase your first Fitbit product or the recent one?
The responses show that many of the customers purchased Fitbit products in 2015 and 2016. Many of them have purchased them from Harvey Norman. Thus, they are using the products since last 1- 2 years. This shows the impact of marketing as well as some demographic and cultural factors such as social class which made the consumers buy the products.
What influenced your decision to purchase a health wearable like Fitbit? (Please give me a specific answer)?
The major reason for which the majority of the customers bought the Fitbit products is to keep track of their health and to monitor their activities while they are working out. Some have said that they have bought the product on suggestions of their friends. Thus, the major factors playing role in decision-making of consumers are their culture, social class and moods and emotions which created the need for purchase of the products differently for different customers.
Please give a reason that your family uses the product, if not why?
The majority of the respondents have said that their families use the product for the purpose of keeping track of their daily physical fitness regimes and for tracking the lifestyle habits such as food, exercise, etc. Thus, the emotions and moods play a major role along with the demographic factors to determine such purchase decisions.
This question focuses on the competitive advantages of Fitbit over its competitors. It is seen from the chart that majority of the respondents that 20.00% of the respondents have said that they would prefer to buy Fitbit Charge 2 and 6.67% have said that they would like to buy Apple Watch. From the responses it is seen that few respondents have said that they face issue regarding the software of Fitbit Charge 2 whereas the Apple Watch seems to them more effective in respect to the design. On the other hand some respondents have said that they prefer Charge 2 because of its affordable and reasonable prices with effective hardware and software. It can be said that it is very commonly found consumer behaviour to have judged any product its prices. The price is main driving factor that influences the consumer behaviour to great extent.
The consumers get highly influenced by the prices and the quality of the products. The findings have highlighted that majority of the respondents who have preferred to use Fitbit Charge 2 are mainly influenced by the hardware and software features being provided by the company. The respondents who have been using Fitbit Charge 2 have preferred it over Apple Watch because they can get desired utility by paying less for Fitbit than that of Apple Watch.
The recommendations for Fitbit can be enumerated as follows:
- The prices have to be kept competitive and reasonable.
- The quality should be retained.
- The Fitbit Charge 2 has to be improved in respect to its software and tracking technologies.
- The designs should be maintained well.
- The prices have to be kept competitive.
On a concluding note to this research analysis report it can be said that consumer behaviour is impacted by several factors such as Demographic, Cultural and Marketing Psychology those determine whether a consumer might buy a product or service or not. It might happen that a section of the customers are instigated to buy the product while some other section of customers might not make a purchase. So, the consumer behaviour analysis of Fitbit and its variants such as Fitbit Charge 2 has depicted similar consumer behaviour. The analysis has revealed that it is an extremely popular brand of fitness and health wearable in Australia. However, there are certain shortcomings of the product those need to be addressed so that the product finds enhanced usability to even a larger section of the consumers.
Bloom, D.E. and Canning, D. (2004) 'GLOBAL DEMOGRAPHIC CHANGE: DIMENSIONS AND ECONOMIC SIGNIFICANCE', NATIONAL BUREAU OF ECONOMIC RESEARCH; NBER Working Paper No. 10817, pp. 3-32.
Fitbit (2018) Fitbit, [Online], Available: https://www.fitbit.com/charge2.
Kothari, C.R. (2015) Research Methodology: Methods and Techniques, [Online], Available: http://www.modares.ac.ir/uploads/Agr.Oth.Lib.17.pdf.
Peterson, R.A. and Merino, M.C. (2003) 'Consumer information search behavior and the internet', Psychology & Marketing; Volume 20; Issue 2, pp. 99-121.
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