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Concept of Consumer Behaviour - Assignment

   

Added on  2020-12-26

7 Pages3095 Words443 Views
Research Proposal Form.....................................................................................................................................................................................TutorUnit.........................................................................................Proposed Title............... This is not an adequate research title – see me to discuss.................................Section One: Research Title, aim, objectives.Title : Influence of marketing activity on consumer behaviour.This is not an adequate research title – see me to discussAim of the research: To analyse the influence of marketing activities on consumer behaviour inInternational market - A case study of Zara. Objectives: To develop the understanding about the concept of consumer behaviour.To analyze the significance of marketing in context of influencing consumers.To identify relationship between marketing and consumer behaviour.To suggest the strategies which can be adopted by Zara for influencing consumers in internationalmarket. ? Section Two: Reasons for choosing this research projectReason for choosing the research topic Rationale for selecting the specific topic is that as scholar have interest in developing theunderstanding about consumer behaviour. In addition to this, other rationale for choosing the topic is thatresearcher want to assist companies in marketing the on right time to the right consumers. Investigator byconducting investigation process on specific topic intend to help enterprises in determining anappropriate marketing strategies for influencing customers.Section Three: Literature sources searchedLiterature review Theme 1: Develop the understanding about the concept of consumer behaviour.According to the view of Hyun, Gunn and Park,(2019) , Consumer behaviour is termed as the studythat analyse how customers select or buy goods and services in order to satisfy their wants. According to the view of Martínez-Navarro, Bigné and Torrecilla,(2018), consumer behavior can bedefined as a study related to the way an individual select, purchase, use and dispose products or services.The author Tang and Hu (2018), argues that the actions of consumer in market place. As per the opinion ofNguyen, de Leeuw and Dullaert, (2018), consumer behavior can be referred to as the way an individualmake decision for spending the available resources for consuming specific item offered by company. As per the study conducted by author Usman and Okafor (2019), Advertisement plays significantrole in influencing consumer to buy specific product offered by an enterprise. The author Suki and Suki,(2019), argues that market campaign organized by firm influence customer to make purchase. Theme 2: Analyse the significance of marketing.As per Shareef, Mukerji, and Islam, (2019), marketing is a significant process as it helpsorganisation to sell products and services and make money. It has also been stated that marketing leads inestablishing long term relationship between customers and organisations. According to the views of Chon,(2015), marketing is set of different institutions and a activity that aims at creating, delivering,communicating and exchanging various offerings. It also provides value to different stakeholders such as,

clients, customers, partners or whole society which has positive influence on consumer behaviour.Whereas, Palmer, (2017) argues that marketing involves various activities such as targetting audience,doing research, using marketing mix techniques and also making public relations which helps anorganisation in influencing people to buy products or services. . This is an ongoing process through whichorganisation transforms needs and wants of target markets into profits and revenue. Marketing processinvolves various steps and procedures that leads to create employment as well.As per the opinion of Palmer, (2017), marketing is not only selling the goods and services but it is aspecialized activity that encompasses whole business. The author Hyun, Gunn and Park (2019) arguesthat, Significance of marketing is that it effectively meets needs and wants of customers and provide valuefor their money. Marketing is important and essential process which is responsible for identifying needsand wants of customers then anticipating and effectively satisfying customers requirements and developingprofits. According to the perception of Pantano, Priporas, and Migliano,(2019), Marketing plays importantrole in maintaining and improving standard of living of the community. Marketing process ensures tomake available supply of products and services at reasonable costs which raises standard of living withinsociety. Theme 3: Identify relationship between marketing and consumer behaviour. The author Pantano, Priporas and Migliano, (2019)stated that marketing concepts is used byorganisation basically to promote and sell their products and services to the customers. According to theview of Jaman and Anshari,(2019), consumer behaviour is termed as an act of consumers and theirresponse in such environment. The author states that Marketing is that process, which makes customerbuy the product that is offered by them which also leads in meeting their requirements to a large extent.Theme 4: Suggesting strategies that can be adopted by Zara for influencing customers in Internationalmarket .According to Gubíniová, Bartáková and Brtková, (2019) Social media is the best marketing strategythat can be used by Zara this is because today's customers are completely based on internet and socialmedia. Therefore, Zara must promote their products and services on Facebook or Twitter as they aretermed as the most trending social media sites nowadays. As per the view of Hyun, Gunn and Park,(2019),the strategy that Zara can adopt is to create video tutorials. As YouTube is termed as the second largestsearch engine in the world behind Google so this will be the best one that can be adopted which will leadthem in achieving huge profit and business may reach the boost.Ok – but what about globalisation ?Section Four: Activities and timescales (Gantt chart) - Just 8 weeks ?

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