Jul 31, · the theoretical foundations of consumer behaviour and lent their research towards more cognitive approaches (Jacoby et al., ). It is the intention of this dissertation to examine a wide range of theories that underpin the topic consumer behaviour and brand identity, with particular references as to how the two link blogger.comted Reading Time: 10 mins May 05, · The goal of this dissertation is to analyse the reasons behind the proved, mildly growing demand for E-cars and to provide valuable recommendations for an improved marketing strategy (Elektroauto, no date). These will be elaborated in due consideration of consumer behaviour theory, branding strategy Dissertation Proposal. Retrieved from blogger.com Students are often on the lookout for a top-notch academic website that can relieve them of their academic concerns. We, at blogger.com, have got everything covered for you
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The general field in which the research will derive from is brand image and the particular domain of this field in which the research will focus on will be that of consumer behaviours i. their purchasing decisions towards a particular brand or store and how they perceive brands. The primary aim of the research is to determine how brand image, essentially, combines with that of consumer behaviour through a range of mediums, looking at the consumer perspective.
Therefore brand image, perception and consumers purchasing decisions will be explored in greater detail, thus allowing them to be critically analysed and compared with one another. Hire a subject expert to help you with Research Proposal Consumer Behaviour. It is also the intention to focus on a particular industry, in this case the portable audio industry. Furthermore the research will make particular reference to one of the more recognised brands, Apple, which effectively has a substantial brand association with consumers due to the popularity of the I-Pod and most recently the I-Phone.
Additionally, this will incorporate and touch on several other brands such as Sony and Archos, whom both operate in the portable audio industry. The reasoning behind carrying out such research is due to the familiarisation, not only with the brand Apple, but also with consumer behaviours. Having worked in retail for over 3 years the experiences have brought about a diverse range of customers who have demonstrated similar behavioural patterns when it comes to their purchasing decisions, but there have of course been consumer behaviour dissertation proposal customers who behave differently when making a purchasing decision.
Furthermore, having studied marketing for the best part of 5 years at GCSE, A-Level and degree level, consumer behaviour dissertation proposal keen interest in specific areas of branding has been established. In doing so, consumer responsiveness has unquestionably been a captivating, nevertheless encouraging experience, thus leading to the reasoning behind the selected research topic.
Read also Research Proposal sample on customer satisfaction. Due to the passion for Branding, mainly stemmed from part-time work the decision is to base a large part of the dissertation on the concept of branding, in particular brand image, consumer behaviour dissertation proposal. Therefore being in a competitive retail environment where consumers have a wide range of products to choose from it is felt that by focusing on brand image an organisation can consumer behaviour dissertation proposal to gain competitive advantage by ensuring repeat purchases of a brand.
As a result. using these tools and putting them into practice within the part-time place of work would not also enhancing ones belief, but also knowledge of brand image.
The primary aim of the research is to define brand image and consumer behaviour, moreover perception and purchasing decisions and how the two associate with one another, with reference to the portable audio industry and the brand Apple. The main research objectives in which the dissertation will focus upon are to:. To explore and elucidate consumer behaviour with particular reference to that of perception and purchasing decisions. To identify the brand image of Apple and how consumers perceptions consumer behaviour dissertation proposal this chosen brand effect their purchasing decision.
To compare the quantitative and qualitative data gathered, thus allowing to critically analyse the two and conclude on a best practice. The purpose of the literature review is the examination of the identified problem in order to determine its causal factors, as established by both theoretical and empirical research.
In order to review the literature, a considerable amount of time. has consumer behaviour dissertation proposal spent looking through journals, articles, texts and so forth in the last few months and in doing so selected a few texts and journals which are most relevant to the research and which can therefore be discussed and critically evaluated.
The study of consumer behaviour has been given increasing attention in the context of an expansion of the study of marketing and marketing research over the past few decades e. Kotler et al. However, despite rapid growth and development in the study of consumer behaviour, there are considerable disagreements about what consumer research is, what its objectives are, and how it differs from other disciplines Simonson et al.
Consequently, the field lacks a universally-accepted. theoretical framework or model Foxall, The disciplines of economics and psychology especially cognitive and social have traditionally provided.
the theoretical foundations of consumer behaviour and lent their research towards more cognitive approaches Jacoby et al.
It is the intention of this dissertation to examine a wide range of theories that underpin the topic consumer behaviour and brand identity, with particular references as to how the two link together. There will a specific reference to the company Apple, which is one of the world largest brands due to constant innovation and exhaustive market research.
My primary aim is to unearth how consumers of portable audio products respond to the plethora of buying decisions they are faced and in turn what particular factors influence such a decision.
Below, is a simple model of consumer behaviour drawn up by Assael, It is therefore these factors that are able to persuade the consumer to decide upon one brand, product or service rather than another. There are many forms of perception, some of which include self-perception, perceived risk, product, price and communicational perception; however that of self-perception will be discussed in detail. Green et al. Malhotra defines self concept as; the totality of the individuals thoughts and feelings having reference to them as subjects as well as objects.
Hence, self-concept includes a the self as knower, or subject, or I, i. the process of active experiencing. Furthermore, the ideal self the person I would like to be and actual self the person consumer behaviour dissertation proposal I believe consumer behaviour dissertation proposal to be are important components of this multi dimensional construct Malhotra However, Pollay, argues that the matching of self-image to goods and services embraces not only product attributes but promotional, distributive and pricing elements of the marketing mix, consumer behaviour dissertation proposal.
Additionally, advertising portrays products and brands that may attain their ideal selves as a result Pollay Despite this, some studies have produced results that contradict the general pattern, in particular Schewe and Dillon, consumer behaviour dissertation proposal. Their investigations into self-concept, found little difference between actual, ideal and social self concept.
There are numerous other forms of perception, ranging from price perception, store perception, subliminal perception and perceived risk, which will be discussed and critically compared with other research within the body extended literature review. There are a number of theories surrounding a persons purchasing decision, the most common of which is repeat purchases.
This is where repeated problem solving or habitual decision making takes place. Repeat purchases often require problem solving, i. dissatisfaction derived from a previous purchase Kotler et al, consumer behaviour dissertation proposal,which often results in a change of brand or when a retailer is out of stock of a particular item.
Therefore a consumer will weigh the consequences of investing time and energy in finding an alternative product. Habitual decision making takes different forms depending on the decision process followed in the initial purchase. For example customers will have certain expectations about the products they purchase and the retailers from whom they buy. The satisfaction that customer will experience when they expectations are met or even exceeded often results in loyalty towards that product or retailer.
Typically inertia is the opposite of this and this exists when there consumer behaviour dissertation proposal little or no consumer loyalty taking place. Consumers can be easily swayed, for instance a particular product is lowered in price or on promotion. Enhrenhberg and Goodhardt, Some earlier models of consumer response to such mediums as advertising failed to distinguish trial from repeat purchase and they therefore depict the effects of advertising in terms of a sequence of pre-purchase mental states, linking to the habitual purchase theory Kotler et al, They argue that when brands are low, it is the consumers experience with the brand that counts and that during a period of trial which may involve several purchases which eventually determine whether it becomes part of consumer behaviour dissertation proposal repertoire from which regular purchases are indeed made.
In addition, impulse consumer behaviour dissertation proposal is a more recent theory introduced by Engal introduced a theory which has brought about many arguments amongst well known theorists in the field. Impulse buying derives from an unplanned, spur-of-the-moment action which is often triggered by product displays or point-of-sale promotions within retail stores.
The main characteristics of this theory are a sudden and spontaneous desire to act accompanied by urgent, emotional considerations dominate and also there is a lack of regard for consequences as it is something that is not necessarily needed, but seemed attractive at the time. Engal et al. The figure below shows four categories of purchasing patterns, ranging from brand loyalty to variety seeking.
The diagram incorporates factors such as consumer loyalty, to brands and the number of brands purchased in a particular time period. Brand image refers to the organised set of perceptions consumers have formed about he brand. It is important because consumers use mental representations such as their perceptions to distinguish one brand from another and as the basis for their purchasing behaviours.
In marketing and consumer behaviour, perceptions are reality, so that brand images are of primary concern to marketers. Brand images are formed as consumers receive information from the media, from other consumers and from personal experience with brands. Brand image, though quite complex consists of several dimensions, which break down into brand personalityconnotations, advantages, users and situations, and therefore some of which will be touched upon in the body of the literature review.
Dagnoli, looked at various advertisements to determine the image being portrayed, for example a Kool ad which used a cartoon penguin to suggest a hip or with-it message to potential smokers. In the past, Kool cigarettes have traditionally suggested the menthol taste, reinforced by both the name and the advertisement which have featured snow and running water. Dagnoli, Many researches of brand image have evaluated brands based only on one feature i. quality or price. However, more recent research has looked at a more complex theory, where several dimensions are considered.
This theory is a multidimensional measurement of a product space for a set of brands which is generated by a family of statistical techniques called multidimensional scaling Churchill Taking the above into consideration a multidimensional map was created and therefore used in latter research. The map allowed for consumers to compare pairs of competing brands with one another for preference or similarity purposes or simply by rating them, consumer behaviour dissertation proposal.
This of course signals that there is more than one factor taken on board by the consumer and there is a greater thought process involved when selecting one brand over another. Brand A X Brand D X. High Durability Low Durability.
When compared with a latter model created by Keller, the above model which only taken into consideration two or three factors were greatly scrutinised and as a result a plethora of factors were then added to produce a more complex model involving more thought processes such as attitudes, personality, experiences and so forth.
Apple Inc is a US multinational corporation with a focus on designing and manufacturing consumer electronics and software products. The company's best-known hardware products include the Macintosh line of personal computers, the iPod line of portable media players, and the iPhone.
Apple's software products include the Mac OS X operating system, iTunes media browser, the iLife suite of multimedia and creativity software, and Final Cut Studio, a suite of professional audio- and film-industry software products.
The company operates more than retail stores in eight countries and an online store where hardware and software products are sold. On October 23,consumer behaviour dissertation proposal, Apple introduced the iPod digital music player. It has evolved to include various models targeting the needs of different users. The iPod is the market leader in portable music players by a significant margin, with more than million units shipped as of April 9, consumer behaviour dissertation proposal, Apple currently sells four variants of the iPod:.
iPod classic, consumer behaviour dissertation proposal, portable media player introduced inwith GB capacity, consumer behaviour dissertation proposal. iPod nano, portable media player introduced inavailable in 8 and 16 GB models, consumer behaviour dissertation proposal.
iPod shuffle, digital audio player introduced inconsumer behaviour dissertation proposal, available in 1 and 2 GB models. iPod touch, portable media player introduced in Septemberavailable in 8, 16 and 32 GB models. The iPhone combines a 2. It also includes web-based and Dashboard apps such as Google Maps and Weather.
Nancy's Dissertation Proposal Defense (May 2019)
, time: 15:00Consumer Behaviour Dissertation Topics & Proposal Example
Consumer behaviour Topics for Dissertation based on Culture Based on the culture of the customer, topics for the dissertation on consumer behaviour to students are given below. All the topics in the list are suggested by our experts of Students Assignment Help. How the needs of services and products change with culture The paper "Main Aspects Of consumer behavior" discusses the different pieces of information that has in this situation that will impact her decision making. It is known that consumer behavior is more closely connected to social, moral and ethical behavior of a The all-embracing purpose of this dissertation is to increase additional concerned of changed factors which are particularly associated to behavior of consumers, brand image, consumer prescription by advertising. For the solution of this problem researcher is intended to analyze the role of advertisement by case study of blogger.comted Reading Time: 17 mins
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