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Thomas Cook Advertising on Consumer Purchase Behavior | Case Study

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Added on  2019-12-03

Thomas Cook Advertising on Consumer Purchase Behavior | Case Study

   Added on 2019-12-03

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RESEARCH PROPOSAL:EXAMINE THE EFFECT OF ADVERTISINGON CONSUMER PURCHASE BEHAVIOR:A CASE STUDY OF THOMAS COOK, UK (PART-B)
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Title.........................................................................................................................................1Background of the study.........................................................................................................1Research aim and objectives..................................................................................................2Research questions.................................................................................................................2Research rationale..................................................................................................................3LITERATURE REVIEW................................................................................................................3Methods of advertisement......................................................................................................3Purchasing behavior of consumers.........................................................................................4Link between advertisement and purchasing behavior of consumers....................................6RESEARCH METHODOLOGY.....................................................................................................7Research design......................................................................................................................7Data collection........................................................................................................................7Sampling techniques...............................................................................................................7Acceptability issues................................................................................................................8Data analysis...........................................................................................................................8RESEARCH LIMITATIONS..........................................................................................................8TIME SCALE..................................................................................................................................9REFERENCES..............................................................................................................................11
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ILLUSTRATION INDEXIllustration 1: Consumer buying behavior.......................................................................................4Illustration 2: Buying and selling funnels........................................................................................6
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INTRODUCTIONTitle“To examine the effect of advertising on consumer purchase behavior: a case study ofThomas Cook, United Kingdom”. Background of the studyAdvertising is a crucial form of communication which is used to persuade a specificgroup of people to take some new actions. It helps in developing the product’s popularity bycreating product identification in the market. According to Solomon and et.al., (2014)advertisement is the most effective measure of promoting products and services as it helps inchanging the perspective of buyers towards the product or service through efficient persuasion.In the words of Chang (2008), purpose of mass advertisement is to develop positive relationswith prospective consumers of company by associating with them and through developing aprolonged measure of communication. Advertising is regarded as one of the most crucial sourcesthat influences the mind of buyers or the users of products and services. In addition to this, withthe help of this measure, managers of firm directs their efforts in terms of attracting many buyerstowards its products and services.The marketing team of every business unit undertakes effective research to analyze thebuyer behavior and to evaluate the factor which may help in influencing buyers for the productsand services that are offered by company. The decision making process with regard to purchaseof goods and services undertakes number of phases which is popularly called by the name ofconsumer buying decision process (Calvert, 2008). This helps the buyers in evaluating themarket and seeks potential products which may help them in attaining their needs andrequirements. Advertisement pays a significant role for the given process because it helps inimparting the valid and reliable information regarding product’s attributes and qualities whichhelp in influencing the buyers for making decision in favor of a business unit (Lee, Park andHan, 2011). Tourism and holiday planning is a rapidly growing segment of economy. It focuses onproviding effective services of holiday planning and tourism to the prospective consumers.Companies aim at enhancing market potential by developing high demand and sales withinmarket. De Mooij (2010) states that current lifestyles and market conditions has developed the1
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