Driving Forces of Consumer Behaviors
The report is prepared to discuss about the various forces that are responsible for influencing the buying behaviors and decisions made by the customers regarding the purchases of portable drone to house a 3-axis gimbal, the Mavic Air by DJI in Australia. The consumer behaviors are mainly the actions undertaken and decisions made by the customers and often questions have arisen about how the customers are driven to select a particular product like portable drone. The marketers have played a major role in monitoring the responses of customers and for analyzing the forces that affect consumer buying behaviors based on their emotions, feelings and reasoning (Foxall 2014). By studying about the driving forces of consumer behaviors, it could easily be understood about how the product can be successful at present and in the future as well. Mavic Air by DJI in Australia is a marvel or gem of the design and engineering concept that has enhanced the level of adventure for people whenever and wherever. It boosts of the latest Mavic Series and this easily transportable and foldable features of the drone along with high end flight performance and functionality for providing limitless exploration. The product has a great camera, slow motion features, directional environment sensing.
The major driving forces that have affected the buying decisions and behaviors include attitudes, perception motivation, and differences in groups of individuals along with family, lifestyles and culture of the place (dji.com.au 2018). With the buying behaviors influenced, the customers can easily change their decisions regarding purchases and understand whether buying the product will fulfill their needs and requirements or not (Albayrak, Aksoy and Caber 2013). The topic will analyze the data through surveys and then interpret those to prove the concept to be true. Thus, the topic is aimed at analyzing and identifying the forces that are responsible for influencing the buying behaviors of the consumers and allows them to make purchase decisions related to Mavic Air, a portable drone introduced by DJI, Australia.
The development of survey has been managed by preparing a survey questionnaire consisting the questions and probable options influencing the customer behavior that are needed to be selected for conducting the analysis of data. The survey questionnaire is developed considering the fact that the respondents should understand the meaning o the questions, furthermore consider all the options responsible for completing the survey in an effective manner. The questions will be needed to be kept simple and void from any complexities so that the factors influencing the consumer behaviors are clearly understood that impact the process of decision making as well. Before developing the survey questionnaire, it has been checked whether the options provided for the questions are relevant to the research questions or not and this can allow the customers not to skip any question to provide any biased responses. The development of survey questionnaire is one of the most important stages of conducting the survey and it can not only assist in analyzing the factors influencing the customer behavior but also will improve the process of decision making. The survey monkey tool has been the tool used for providing the questions to the respondents, furthermore determine the lifestyle attitudes and behaviors, culture, perception about the product, etc. that have affected their behaviors while making purchases, which is the main purpose of developing the survey.
Development of Survey
The participants will be selected randomly with the use of probability sampling. Thus will help in selecting a homogenous group of people from a large heterogeneous group and then provide them with the questionnaire, based on which their responses will be collected for further analysis and interpretation. The quantitative data are gathered by obtaining the responses and feedbacks of the clients by providing them with survey questionnaires that they need to fill up (Zainuddin, Russell-Bennett and Previte 2013). The participants who are manly selected have either purchased a product of the company or has been a consistent buyer of DJI products at present. The survey questionnaires are distributed to 15 respondents who have provided their views and opinions, based on which the analysis will be done in the next sections of the assignment. The sample size is thus selected as 15. The respondents were made aware that the research is conducted for academic purposes and not for gaining any commercial benefits.
The collection of data was difficult because of the presence of respondents in different locations and thus the Survey Monkey tool has been use to send he prescribed link to the individuals and obtain their valuable responses required to conduct the analysis of data. The collection of data includes both primary and secondary data gathering. The important data and information are collected and then analyzed to interpret the results and understand whether the research goals and objectives have been met or not. The primary data includes both qualitative and quantitative data. The quantitative data are the responses of respondents who have been engaged during the survey process by distributing survey questionnaires to them, which are needed to be filled (Persson 2013). The qualitative data are gathered, on the other hand, by conducting interviews with the managers of the organization who will be asked certain questions related to the various factors and forces influencing the buying behaviors and decisions made by the customers. The secondary data, on the other hand, are the information that has been found by assessing the secondary sources of information like journals, articles, documents and newspapers consisting of relevant information about the topic (Hill and Alexander 2017). There are multiple, internet websites as well that consist of important information of the topic regarding the major forces affecting the consumer buying behaviors for the purchase of the portable drone from DJI, Australia. The secondary data has helped in preparing a literature review of the topic provided in the next section of the report (Safari and Thilenius 2013).
Administration Process
The analysis of data that has been collected from the primary and secondary sources will assist in understanding whether these are the essential factors that have contributed to the influencing of purchasing decisions and behaviors or not (Solomon et al. 2014). The analysis of data will be done with the use of Survey Monkey, a survey process tool that can help in obtaining the responses of the individuals engaged during the survey, furthermore ensure that the questionnaires are filled and the data and information are presented in graphs and tables for easy understanding.
It has been found that one of the major reasons for influencing the consumers’ buying behaviors and decisions made by them are based on the advertising and marketing campaigns managed by the organization named DJI in Australia (Rani 2014). The marketing approaches managed through advertisements on televisions, newspapers and eve nowadays with the use of social media platforms have influenced their buying decisions to a certain extent and allowed them to opt for the brand over another brand in the market, furthermore enhance the customer shopping experience too. According to Solomon et al. (2014), the marketing campaigns, when are undertake at regular intervals in a consistent manner, have brought fruitful results by making the clients aware of the products and services available, furthermore understand whether it can fulfill their needs and expectations or not (Solomon et al. 2014).
As stated by Klaus and Maklan (2013), the economic conditions along with the level of income, that influences their lifestyle habits and choice for electronic gadgets have also influenced the buying behavior and decision made by the consumers (Klaus and Maklan 2013). It is basically almost true for the purchases of products like electronic gadgets like portable drones, because it has not only made them more confident and self reliant, but also has made them more indulged in the purchases from the concerned organization irrespective of the personal financial liabilities that they do possess (Khare 2014). Individual and group differences can also influence the buying behaviors and decisions made by the customers. The segmentation of market consisting of different kinds of customers according to their buying capacities could also determine the customers who might be eligible and better results in terms of profit could be achieved (Albayrak, Aksoy and Caber 2013). The monitoring of customer behaviors and ensuring that the marketing department fulfills its responsible are necessary for retaining a good position within the competitive business environment; furthermore establish itself as a successful company within the marketplace (Cetin and Dincer 2014).
Collection of Data
As stated by Hill and Alexander (2017), another major factor could be the pricing of products, because customers do assess at first whether their needs and requirements will be met or not and then checks for the value for money products (Hill and Alexander 2017). This would drive their buying behaviors towards making purchases of the products and services of the organization, furthermore enhance the sales and ensure that higher revenue is generated along with competitive advantage in business as well (Safari and Thilenius 2013).
Based on the survey conducted for the first question, it can be understood that the responses of the individuals who have taken part in the survey process are mainly positive regarding the purchase of the product named DJI Mavic Air introduced by DJI in Australia. Due to the extensive features and value for money, the project has gained popularity among the photography enthusiasts and also professional photographers, due to which the sales are quite high. 8 out of 15 respondents have bought the product while 7 out of the 15 respondents do not possess the product, though they have provided positive responses about the products and services delivered by the organization in Australia. More than 53 percent of the respondents have bought the product while only 46 percent do not have the product, still they are quite aware of the product’s feature and capabilities and they have believed that the product can fulfill their needs and expectations largely.
Thus the responses of the clients regarding the product are positive and it is to be believed that the company has maintained a good position within the industry by delivering the best quality portable drones to the customers for fulfilling their needs and requirements at large. The consumers have, most of the times, have analyzed the purchasing ability prior to making any purchase decision. The products could be excellent in quality but in case, it had been unable to meet the client’s requirements and expectations, then it could affect the sales negatively as the clients would not purchase those.
Based on the survey conducted for the second question, it is clearly understood that most of the respondents have provided positive responses while only few of them fall in the disagree category and do not believe that the quality and pricing are essential factors that influence the customers to purchase the FMCG products of the company. Four out of 15 respondents and 5 out of 15 respondents fall in the very satisfied and satisfied categories respectively while only 26 percent of the respondents, i.e., 4 out of 15 respondents have provided neutral responses regarding the purchase of the FMCG product of DJI, Australia. Only 2 out of the 15 respondents, which combine to somewhat around 13 percent of the people have not been satisfied with the kind of product that has been produced by the company. As the positive responses are quite higher than the negative responses, it can be analyzed and interpreted that the customers are quite satisfied with the product’s quality and its value for money features.
Analysis of Data
Once the company provides good quality products at reasonable prices, the customers are likely to get engaged in large numbers and a sense of trust and loyalty will be established among the business and its customers. The company has made the product available at a reasonable price, without compromising on the quality of product, which has increased the purchasing capabilities of the customers and influence their purchasing decisions and thus more revenue has been generated and competitive advantage is gained as well.
According to the survey by analyzing the third question, 15 respondents have participated and most of them believed that the upgraded features integrated within the FMCG product and its great quality have influenced them make purchases from the company consistently. 40 percent of the respondents fall in the likely and very likely categories, who believed that the extensive features of the product have influenced their buying decisions and made them fulfill their demands and expectations largely. While only few of the respondents, i.e., e5 out of 15 respondents have believed that there is nothing as such and they are not sure about whether these are the aspects that have influenced their buying behaviors or not. The negative responses are lower compared to the positive responses, still 4 out of the 15 respondents do not believe that the quality and extensive features added o the upgraded portable drone are influential forces affecting their purchasing decisions.
The product is quite handy as it covers a large distance with good height that can provide a good coverage and the camera quality is also good, which makes it a popular choice among the clients. Thus, the positive responses derived from the survey process proves that the quality and great features associated with the product have influenced the consumer buying behaviors and decisions largely.
Based on the survey results derived from the fourth question, it could be analyzed that the 60 percent of people have agreed to the context that positive word of mouth promotions and widespread techniques to market the product by DJI have influenced the behaviors regarding purchase of DJI MAVIC air. 6 out of 15 respondents and 4 out of 15 respondents have fallen in the agree and strongly agree category. There is only one out of 15 respondents who has provided neutral response while 3 out of 15 respondents have disagreed to the context that the marketing and promotional activities managed by the company have created little impact on the buying decisions made by the consumers in Australia.
Marketing Campaigns influence on Buying Decisions
As most of the respondents are true to the fact about the company’s great marketing approaches, it is clearly interpretable that the marketing activities done through promotions on televisions, newspapers and also through the involvement of social media platforms have created positive perception among the clients and generated awareness about the FMCG product among them to influence their purchasing behaviors. The positive views and opinions are circulated and through word of mouth promotions, the buyer behaviors are further influenced and they become ready to purchase the products and services of the company.
The analysis of fifth question in the survey questionnaire experienced some neative responses and feedbacks. Though most of the survey questions showed positive responses, this response though proves that in spite of delivering the best quality portable drones in Australia, the company still fares well below other companies within the concerned industry. Out of 15 respondents, only 5 of them have agreed to the context while 4 out of 15 respondents have remained neutral in their responses and did not provide any opinions regarding the same. 6 out of 15 respondents have disagreed to the statement and do not believe that DJI is currently the best manufacturer of easy to fly drones and aerial photography systems in Australia. The decline may be due to the lack of proper marketing approaches, which might have hindered the development of awareness of products among the customers.
As the topic has focused on the specific FMCG product named DJI MAVIC air, so the survey has been conducted considering the other options that are made available by the organization in Australia. According to the sixth question of the survey, there are multiple products including the Mavic portable drones of different versions, Gimbal cameras, developer technologies, camera accessories and stabilizers used for the camera. Other than the main product, the company has also experienced good sales of other products of the company including the Pro accessories, Gimbal cameras and camera stabilizers. 9 out of 15 respondents possess the Mavic portable drones, which accounts around 60 percent of the total sales, while the other products have also been bought by the clients, which show that the company has a stable condition in terms of economy and revenue generation achieved through sales of different kinds of products made available in the market by DJI, Australia.
Based on the survey conducted according to the seventh question of the questionnaire, the positive responses provided by 11 out of 15 respondents outweigh the negative responses provided by the respondents. Motivation is an influential factor that has often been facilitated due to the promotional approaches to encourage the clients to make purchases. Two out of 15 respondents have provided neutral responses and do not agree or disagree to the context while only 2 out of 15 respondents remained negative in their answers and disbelieved that the company has not adopted the right marketing techniques managed through advertising and promotional activities for encouraging the clients to make purchases from the organization consistently. It can thus be believed that the company maintains a good marketing approach to motivate the clients and make them gain positive perception about the FMCG product, i.e., DJI Mavic Air.
Impact of Economic Conditions on Consumer Behaviors
The major influential groups include the family members, friends and relatives along with the secondary influential groups such as the acquaintances and neighbors who may have purchased the portable drones from the company. The power of purchasing is another major aspect that has influenced the buying behaviors of the consumers and motivated them to make purchases from the organisation.
From the analysis of the eighth question, it can be seen that 5 out of 15 respondents believed that the culture of the place has very likely influenced the customer buying behaviors while 1 out of 15 respondents provided a positive response too and believed the same. 2 out of 15 respondents are neutral in their responses while the 7 out of 15 respondents do not believe that the culture is an influential factor affecting the consumer buying behaviors. The culture of a place and managing the values and beliefs of the place often make the people try out something different and enhance their adventure level by using the portable drones. The negative responses are also quite higher, though not more than the positive responses, still it can be understood that the culture of a place has little impact on influencing the customer buying behaviors and decisions made by them.
There are other factors that have affected the consumer behaviors including the buying decisions and behaviors of the clients including the culture of a place and also motivation by the advertisements shown on televisions and on social networking websites where most of the people are nowadays online. The culture of a place seems to affect the buying behaviors and make them adjust with the surrounding environment to fulfill the adventure needs through the purchase of the portable drone.
From the analysis of ninth question in the survey, 7 out of 15 respondents agreed that the lifestyle attitudes and behaviors and the families often influence the consumer buying behaviors. The 4 people out of 15 respondents have disagreed to the context, which is quite lower compared to the positive responses provided in the context. Thus, it can be analyzed and interpreted that the family influence and lifestyle attitudes are responsible for making the customers make their purchase decision of the FMCG product. The lifestyle behaviors and attitudes of people also become the dominant factor that influences their buying behaviors while the advertisements and other marketing campaigns managed by the company also raises awareness among them and has created a positive perception about the product among their minds.
From the survey, more than 46 percent, i.e., 7 out of 15 respondents agreed that the advertisements shown on televisions or newspapers and the social media involvement have influenced them to make purchases from the company. 8 out of 15 respondents do not believe the same and they believed that being a reputed and established company, they have come to know about the company and its products normally and thus the advertisements and social media platforms involvement are not the influential factors regarding their purchasing intentions.
From the analysis of the questions by conducting the survey, the numbers associated with the analysis and interpretation mainly showed that the responses are positive regarding the factors responsible for influencing the customer behaviors.
- Most of the participants do possess the FMCG product and they seem quite satisfied with the products because of its extensive features and upgraded components that have enhanced its quality
- Most of the people have been influenced due to the marketing approaches and positive word of mouth promotions, which has motivated the customers to make purchases.
- Not only Mavic Portable Drone, but the customers are also familiar with the other products made available in the market by the company.
- The company’s marketing approaches to make the product Portable drone have enhanced the level of awareness and perceptions about the products among the customers.
- It has created great shift and changes in market shares and conditions within the competitive technological industry for DJI, Australia.
References
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Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.
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