Key Topics

• Survey Analysis - Consumer Behavior 
• Introduction
• Survey Analysis
• How to develop survey instrument?


Data Analysis
What do you like or not like about the Fitbit?
In what year and where did you purchase your first Fitbit product or the recent one?
What influenced your decision to purchase a health wearable like Fitbit? (Please give me a specific answer)?
Please give a reason that your family uses the product, if not why?
Findings:
Recommendations:
Conclusion:
References

Survey Analysis - Consumer Behavior 

Introduction

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).

Survey Analysis

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.

Administration processes

Survey Construction

Questions

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.

Survey Administration

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.

Data Analysis

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.