Consumer Behavior Final Project Report

Consumer
Behavior Final Project Report

Student
name

American
University in the Emirates

Introduction

Coconut
water, body wash and cookies were the products that were used for
this experiment. Hydro Coco, UFC Refresh Coconut and Natural
Non-Bottled Coconut Water were the three coconut water brands that
were used for the experiment. NIVEA, Dove and Lifebuoy were the three
body wash brands that were used for the experiment. Americana Choco
Cookies, Merba Patisserie Cookies and Tonon Cookies were the three
cookie brands that were used for the experiment. The purpose of this
experiment was to see whether the quality of the brand corelates with
its physical product image in the eyes of the participants. The
consumer behavioral theories that would be analyzed with conjunction
with the experiment are the trait theory, the need for uniqueness
theory, visualizers versus verbalizers theory, consumer ethnocentrism
theory and the final theory would be the masculinity vs femininity
theory. The experiment categorized the participants into gender and
nationality in order to test out the validity of the consumer
behavioral theories. The trait theory will be used to see whether the
results will be identical or not and if the trait theory is valid
then the results should differ due to the theory stating that people
with different traits and personality aren’t going to agree when it
comes to preferring one thing over another. The need for uniqueness
theory will be specifically be used for the coconut experiment
because Natural Non-Bottled Coconut Water stands out in its
uniqueness and this is due to the product being the only non-bottled
coconut water product. If the need for uniqueness theory is valid
then the participants should select the Natural Non-Bottled Coconut
Water as the most visually appealing option. The visualizers versus
verbalizers theory will be used on the body wash experiment and the
results will show whether participants are attracted to the image of
a product or the text of a product. The consumer ethnocentrism theory
will be used on the cookie experiment because Americana Choco Cookies
is based in the middle eastern country of Kuwait and the rest are
based in Italy and the Netherlands. If the consumer ethnocentrism
theory is true the UAE nationals should pick The Americana Choco
Cookies due to the company being created in the GCC rather than
abroad. Masculinity vs Femininity theory will also be in relation to
the bodywash and it will see whether the male participant will prefer
NIVEA which is a masculine oriented body wash as their most visually
appealing brand and it will also determine whether the female
participants will prefer Dove which is a feminine oriented body wash
as their most visually appealing brand.

Methodology

When
the experiment was conducted it was set up in a fashion where the
participants didn’t know which brand they were experiencing. This
was done by placing the product on a Styrofoam cup and an aluminum
container. The experiment then proceeded to be divided into three
segments. The first segment was the taste test where participants
were to try out three different brands of coconut water and then
select the brand which they believed that had the best taste. The
second segment of the experiment was the smell test where
participants were to try out three different brands of body wash and
then select the brand which they believed that had the best smell.
The third segment of the experiment was another taste test where the
participants were to try out three different brands of cookies and
then select the brand which they believed that had the best taste.
After the participants have tried all three products, the
participants were then shown pictures of the brands and state which
of out the three respective brands they found most visually
appealing. Whilst the experiment was being conducted one of the
coordinator was filming the project where as the other was making
sure that the survey was being documented.

Survey
Results

Respond
#1

Gender:
Male

Nationality:
UAE

Which
product of coconut water do you think has the best taste: Hydro Coco

Which
product of bodywash you think has the best smell: Lifebuoy

Which
product of cookies do you think has the best taste: Tonon Cookies

Which
product of coconut water looks more appealing: Natural Non-Bottled
Coconut Water

Which
product of bodywash looks more appealing: NIVEA

Which
product of cookies looks more appealing: Merba Patisserie Cookies

Respond
#2

Gender:
Male

Nationality:
Syria

Which
product of coconut water do you think has the best taste: Hydro Coco

Which
product of bodywash you think has the best smell: NIVEA

Which
product of cookies do you think has the best taste: Americana Choco
Cookies

Which
product of coconut water looks more appealing: Natural Non-Bottled
Coconut Water

Which
product of bodywash looks more appealing: Dove

Which
product of cookies looks more appealing: Merba Patisserie Cookies

Respond
#3

Gender:
Female

Nationality:
India

Which
product of coconut water do you think has the best taste: Hydro Coco

Which
product of bodywash you think has the best smell: NIVEA

Which
product of cookies do you think has the best taste: Merba Patisserie
Cookies

Which
product of coconut water looks more appealing: UFC Refresh Coconut

Which
product of bodywash looks more appealing: NIVEA

Which
product of cookies looks more appealing: Tonon Cookies

Respond
#4

Gender:
Female

Nationality:
Algeria

Which
product of coconut water do you think has the best taste: UFC Refresh
Coconut

Which
product of bodywash you think has the best smell: NIVEA

Which
product of cookies do you think has the best taste: Americana Choco
Cookies

Which
product of coconut water looks more appealing: UFC Refresh Coconut

Which
product of bodywash looks more appealing: Dove

Which
product of cookies looks more appealing: Merba Patisserie Cookies

Respond
#5

Gender:
Female

Nationality:
UAE

Which
product of coconut water do you think has the best taste: Natural
Non-Bottled Coconut Water

Which
product of bodywash you think has the best smell: Lifebuoy

Which
product of cookies do you think has the best taste: Americana Choco
Cookies

Which
product of coconut water looks more appealing: Natural Non-Bottled
Coconut Water

Which
product of bodywash looks more appealing: Dove

Which
product of cookies looks more appealing: Merba Patisserie Cookies

Respond
#6

Gender:
Female

Nationality:
Iran

Which
product of coconut water do you think has the best taste: Natural
Non-Bottled Coconut Water

Which
product of bodywash you think has the best smell: Lifebuoy

Which
product of cookies do you think has the best taste: Americana Choco
Cookies

Which
product of coconut water looks more appealing: Natural Non-Bottled
Coconut Water

Which
product of bodywash looks more appealing: NIVEA

Which
product of cookies looks more appealing: Americana Choco Cookies

Respond
#7

Gender:
Female

Nationality:
Yemen

Which
product of coconut water do you think has the best taste: Natural
Non-Bottled Coconut Water

Which
product of bodywash you think has the best smell: Lifebuoy

Which
product of cookies do you think has the best taste: Tonon Cookies

Which
product of coconut water looks more appealing: Natural Non-Bottled
Coconut Water

Which
product of bodywash looks more appealing: Dove

Which
product of cookies looks more appealing: Merba Patisserie Cookies

Respond
#8

Gender:
Female

Nationality:
Saudi Arabia

Which
product of coconut water do you think has the best taste: Natural
Non-Bottled Coconut Water

Which
product of bodywash you think has the best smell: NIVEA

Which
product of cookies do you think has the best taste: Merba Patisserie
Cookies

Which
product of coconut water looks more appealing: Natural Non-Bottled
Coconut Water

Which
product of bodywash looks more appealing: Dove

Which
product of cookies looks more appealing: Merba Patisserie Cookies

Respond
#9

Gender:
Male

Nationality:
UAE

Which
product of coconut water do you think has the best taste: UFC Refresh
Coconut

Which
product of bodywash you think has the best smell: Dove

Which
product of cookies do you think has the best taste: Merba Patisserie
Cookies

Which
product of coconut water looks more appealing: Natural Non-Bottled
Coconut Water

Which
product of bodywash looks more appealing: NIVEA

Which
product of cookies looks more appealing: Tonon Cookies

Respond
#10

Gender:
Male

Nationality:
Iran

Which
product of coconut water do you think has the best taste: Natural
Non-Bottled Coconut Water

Which
product of bodywash you think has the best smell: NIVEA

Which
product of cookies do you think has the best taste: Americana Choco
Cookies

Which
product of coconut water looks more appealing: Natural Non-Bottled
Coconut Water

Which
product of bodywash looks more appealing: Lifebuoy

Which
product of cookies looks more appealing: Merba Patisserie Cookies

Respond
#11

Gender:
Male

Nationality:
Egypt

Which
product of coconut water do you think has the best taste: Hydro Coco

Which
product of bodywash you think has the best smell: NIVEA

Which
product of cookies do you think has the best taste: Merba Patisserie
Cookies

Which
product of coconut water looks more appealing: Natural Non-Bottled
Coconut Water

Which
product of bodywash looks more appealing: NIVEA

Which
product of cookies looks more appealing: Merba Patisserie Cookies

Respond
#12

Gender:
Female

Nationality:
Morocco

Which
product of coconut water do you think has the best taste: Natural
Non-Bottled Coconut Water

Which
product of bodywash you think has the best smell: Lifebuoy

Which
product of cookies do you think has the best taste: Americana Choco
Cookies

Which
product of coconut water looks more appealing: Natural Non-Bottled
Coconut Water

Which
product of bodywash looks more appealing: NIVEA

Which
product of cookies looks more appealing: Merba Patisserie Cookies

Respond
#13

Gender:
Male

Nationality:
Egypt

Which
product of coconut water do you think has the best taste: Hydro Coco

Which
product of bodywash you think has the best smell: Lifebuoy

Which
product of cookies do you think has the best taste: Merba Patisserie
Cookies

Which
product of coconut water looks more appealing: UFC Refresh Coconut

Which
product of bodywash looks more appealing: Dove

Which
product of cookies looks more appealing: Americana Choco Cookies

Respond
#14

Gender:
Male

Nationality:
UAE

Which
product of coconut water do you think has the best taste: Hydro Coco

Which
product of bodywash you think has the best smell: Lifebuoy

Which
product of cookies do you think has the best taste: Tonon Cookies

Which
product of coconut water looks more appealing: Natural Non-Bottled
Coconut Water

Which
product of bodywash looks more appealing: Lifebuoy

Which
product of cookies looks more appealing: Merba Patisserie Cookies

Respond
#15

Gender:
Male

Nationality:
UAE

Which
product of coconut water do you think has the best taste: Hydro Coco

Which
product of bodywash you think has the best smell: Lifebuoy

Which
product of cookies do you think has the best taste: Americana Choco
Cookies

Which
product of coconut water looks more appealing: Natural Non-Bottled
Coconut Water

Which
product of bodywash looks more appealing: Lifebuoy

Which
product of cookies looks more appealing: Merba Patisserie Cookies

Respond
#16

Gender:
Female

Nationality:
Egypt

Which
product of coconut water do you think has the best taste: Hydro Coco

Which
product of bodywash you think has the best smell: NIVEA

Which
product of cookies do you think has the best taste: Americana Choco
Cookies

Which
product of coconut water looks more appealing: UFC Refresh Coconut

Which
product of bodywash looks more appealing: NIVEA

Which
product of cookies looks more appealing: Americana Choco Cookies

Data
results (Male vs Female)

Data
Results (UAE Nationals)

Date
Results (Non-UAE Nationals)

Data
Results (The Overall Results)

Conclusion

As
the data results demonstrate the validity of the trait theory since
many participants irrespective of gender and nationality had
different answers in regards to the survey questions. According to
the trait theory this is expected due to the trait differences of
people. The need for uniqueness theory is another theory that has
been validated by this experiment because 75 percent of the
participant chose Natural Non-Bottled Coconut Water as the most
visually appealing option. The visualizers versus verbalizers theory
shows that the participants were on the verbalizers side since the
chose the more verbal orientated body wash product as opposed to
Lifebuoy which was more of a visual oriented compared to its
competitors. The consumer ethnocentrism theory was invalidated by
this experiment because it wasn’t the preferred product among UAE
nationals. The Masculinity vs Femininity theory was also invalidated
by this experiment due to NIVEA not being the most preferred choice
by male participants and Dove was also not the most preferred choice
by female participants.

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