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 covered in weeks 3 to 8 that influence consumer behaviour and consequently consumers’ purchasing decisions. Please note that not all of these topics may apply to your chosen product or service.
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Your first task is to create a survey comprising of 10 questions that are designed to examine why consumers decided to purchase your chosen product or service. These questions should inquire about consumer perception, attitudes, motivation, group, and individual differences, culture, family and lifestyle factors. Please note that this survey should not ask participants questions about product or service quality and customer satisfaction. Your next task is to seek “real” and valid participants who legitimately purchased the chosen product or service that you analysed in Assessment 1 and to invite them to take your survey. You only need to gather 15 responses. Once you’ve created your survey and collected participants’ responses, you are required to provide a 6-page summary that addresses the following points:
1. Purpose (the goal of your survey)
2. Development of a survey instrument. Get Marketing homework help today