Impact of Marketing on Consumer Buying Behavior

This research study examines the impact of marketing activities on consumer buying behavior in the context of differences in perceived value and actual value of propositions. It aims to understand the needs of marketing and its effect on consumer behavior, examine the differences in perceived value and actual value of propositions, identify the correlation between marketing activities and consumer behavior, and suggest recommended activities for enhancing the consumer experience.

Running head: CONSUMER BUYING BEHAVIOR AND MARKETING
CONSUMER BUYING BEHAVIOR AND MARKETING
Name of the student
Name of the university
Author note

1CONSUMER BUYING BEHAVIOR AND MARKETING
Table of Contents
1. Introduction..................................................................................................................................2
1.1 Background of the research...................................................................................................2
1.2 Research Problem..................................................................................................................3
1.3 Research scope.......................................................................................................................3
1.4 Research Aim.........................................................................................................................4
1.5 Research objectives...............................................................................................................4
1.6 Research questions.................................................................................................................4
2. Hypotheses and propositions development.................................................................................5
Justification of the hypothesis.....................................................................................................5
Theories relating to Ethical marketing........................................................................................5
3. Research Methodology................................................................................................................8
3.1 Research Philosophy..............................................................................................................8
3.2 Research Approach................................................................................................................8
3.3 Research Design....................................................................................................................9
3.4 Data collection process........................................................................................................10
3.5 Sampling and sample size....................................................................................................12
3.6 Time frame...........................................................................................................................13
4. Contributions.............................................................................................................................13
4.1 Industry perspective.............................................................................................................13
4.2 Academic perspective..........................................................................................................14
5. Conclusion.................................................................................................................................15
References......................................................................................................................................16

2CONSUMER BUYING BEHAVIOR AND MARKETING
Topic: Impact of marketing on Consumer buying behavior: Investigation on the differences
perceived value and actual value of propositions
1. Introduction
1.1 Background of the research
The marketing activities that are undertaken by the organizations assist the same in
drawing the attention of the potential customers. The buying behavior of the customers is greatly
influenced by the marketing campaigns that are undertaken by the organizations. However, the
differences in the actual value and the perceived value of the propositions might affect the
customers’ buying habits and challenge ethical consumerism (Chiu 2014). It has been noted that
the differences in the actual value and the perceived value of the propositions might affect the
buying experience of the consumers, which is considered to be unethical in accordance to the
promotional ethics (de et al. 2014). The lack of integrity and trustworthiness in the marketing
activities that are planned by organizations might affect the brand image of the same among the
consumer groups (Ahmetoglu, Furnham and Fagan 2014). Lack of transparency in the
marketing operations might affect the capabilities of the organizations while developing the
efficiency of the operations in accordance to the needs of the business. Therefore, the research
will study the impact of marketing activities that are undertaken by on Consumer buying
behavior in the context of differences in the actual value and perceived value of the propositions.
1.2 Research Problem
The research will aim at identifying the differences in the perceived value and the actual
value of the propositions that are made by the organizations and the manner in which it6 affected
the buying experience of the consumers (Biswas and Roy 2014). The differences in the actual

3CONSUMER BUYING BEHAVIOR AND MARKETING
value of the proposition and the perceived value might assist organizations in fulfilling the short
term profitability related objectives. However, the differences in the propositions might affect the
interests of the consumers through lack of rationality and ethical considerations (Chang and
Cheng 2015). Therefore, the research problem is based on the identification of the influence of
marketing operations that are undertaken by the organizations on the buying behavior of the
consumers.
1.3 Research scope
The scope of undertaking the research is to develop a coherent understanding of the
impact of marketing activities on the buying behavior of the consumers. The research will aim at
developing a coherent argumentation on understanding the impact of marketing activities on the
consumer buying behavior and experience.
1.4 Research Aim
The aim of undertaking the research will be to examine the impact of marketing on
consumers’ buying behavior in the context of differences in perceived value and actual value of
propositions.
1.5 Research objectives
The research objectives will be:
 To understand the needs of marketing and its effect on consumer behavior
 To examine the manner in which the differences in the perceived value and actual value
of the propositions affect the consumers’ buying experience
 To identify the correlation between marketing activities and the consumers’ buying
behavior

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 To suggest recommended activities to the organizations for minimizing the differences
between perceived value and actual value of the propositions for enhancing the consumer
experience
1.6 Research questions
The research questions will be:
 How does marketing activities affect consumer’s buying behavior?
 How do the differences in the perceived value and actual value of the propositions affect
the consumers’ buying experience?
 What is the relation between marketing activities and the consumers’ buying behavior?
 What recommended activities might be considered by organizations for minimizing the
differences between perceived value and actual value of the propositions while enhancing
the consumer experience?
2. Hypotheses and propositions development
H0 – Marketing activities does not influence consumers’ buying behavior
H1 - Marketing activities influence consumers’ buying behavior
Justification of the hypothesis
The changing needs of the customers and the subtle modifications in the market
dynamics have led the diverse developments in the marketing capabilities of organizations. On
the other hand, the lack of ethical marketing practices might affect the capabilities of the
organization in maintaining the efficiency of the operations while adhering to the needs of the

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business. The differences in the perceived value of the offerings and the actual value might
affect the consumers’ buying behavior (Marian et al. 2014). The hypothesis are being established
with the view of understanding whether the buying behavior of the consumers are affected by the
marketing activities that are undertaken by the organizations or not (Hsu and Lin 2016). The
different marketing activities that are undertaken by the organizations are dependent on the
assessment of the needs of the customers. In this relation, the hypothesis will assist in
maintaining the argumentativeness of the research study.
Theories relating to Ethical marketing
The ethical theories in marketing is dependent on the delineation of the morality of the
actions that are considered by the marketers while drawing the awareness of the customers
towards the propositions. In this relation, the enumeration of the Utilitarianism theory has
assisted in developing a clear insight on the diverse range of modifications that might be
considered by the organizations with the aim of upholding the efficiency of the operations. The
delineation of the utilitarianism theory has assisted the organizations in continuing with the
morality of the actions while adhering to the demand of the customers. However, in most of the
cases it has been noted that organizations have taken a number of steps in order to dominate over
the markets (Hsu and Lin 2015). The diverse activities that are undertaken by the organizations
have assisted the same in developing the marketing prospects without a consideration of the
ethical standpoints. The short term objectives of an organization affects the capabilities of the
same while adhering to marketing ethics.
However, the Mediation of Reality of advertising clearly demonstrated the need of an
organization in amalgamating reality with fiction and imaginative medium in order to draw the
awareness of the customers. It has been noted that the amalgamation of reality with the virtual

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abstract ideas assists an organization in persuading their customers to make a buy of the
propositions. However, it has also been noted that the amalgamation should not be harmful or
misleading, which assists an organization in adhering to the moralities as per the utilitarianism
theory (Johnstone and Tan 2015). The development of the activities has assisted the
organizations in maintaining the efficiency of the operations in accordance to the needs of the
business while operating in diverse global markets. The lack of morality in the marketing
activities of the organizations might affect the interests of the consumers through enhanced
differences between the actual value and the perceived value of the propositions (Ström, Vendel
and Bredican 2014). Therefore, the theoretical understanding of the marketing related ethics and
the manner in which it might be applied in the organizational
3. Research Methodology
3.1 Research Philosophy
The research will be undertaken through the utilization of positivism philosophy, as it
will assist in assessing the impact of marketing activities on the consumer behavior through the
utilization of scientifically proven theories and models (Han and Hyun 2014). The positivism
philosophy will also assist in examining the behavioral elements of the customers’ buying
decisions and the manner in which marketing influences the same. The philosophy will also
assist in identifying the different aspects of marketing in the context of perceived and actual
value propositions that are made by businesses (Nagengast et al. 2014). The implementation of
the positivism philosophy will be assisting to enhance the study through tested and appropriate
methods. The application of verified and scientific methods while analyzing the impact of

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marketing activities on the consumer behavior will assist in enhancing the research study with
the purpose of achieving the objectives of the same.
3.2 Research Approach
The research will be undertaken through the utilization of a deductive approach, which
will assist in assessing data and information from different available sources. It will assist in
enhancing the research through the utilization of available models on consumer behavior and the
manner in which the marketing activities that are undertaken by the organizations influence the
same (Pappas 2014). The utilization of the deductive approach will also assist in enhancing the
study through gathering data from the different sources. The data being deduced from diverse
authentic sources, which will assist in upholding the efficiency of the study. Moreover, the
delineation of different scientific theories related to ethical marketing activities will assist in
examining the manner in which the greater differences in the actual value and the perceived
value of the propositions might affect the interests of the customers (Raheem et al. 2014). The
suitable understanding of the differences between the actual value of the propositions and the
perceived value while
3.3 Research Design
The research will be undertaken through the application of an explanatory research
design, as it will assist in identifying the cause and effect relation between marketing activities
and consumer behavior. The delineation of the cause and effect between marketing activities and
the customer behavior will assist in maintaining the study more relevant as per the research
objectives (Winit et al. 2014). The delineation of the cause and effect relation will assist in
developing a coherent argument on the differences between the perceived and actual value
propositions that are made by businesses while examining its impact on the buying behavior of

8CONSUMER BUYING BEHAVIOR AND MARKETING
the customers. The utilization of the explanatory research design will be assisting in enhancing
the study outcomes through the delineation of cause and effect relation between the variables
(Wu et al. 2014). It has been noted that the delineation of the relation between the marketing
activities that are undertaken by the organizations and the customer buying behaviors. The
diverse operations that are considered by the organizations are dependent on the needs of
perfecting the marketing operations with the purpose of drawing the attention of the customers.
Therefore, the delineation of the cause- effect relation through the explanatory research design
will assist in defining the marketing activities and the manner in which it affect the consumers’
interests. Therefore, it will assist in upholding the efficiency of the research study through
guiding the same in accordance to the objectives that are chosen by the same.
3.4 Data collection process
The data for the research will be collected through the application of mixed methodology,
which will be based on primary quantitative data collection and secondary assessment. The
primary quantitative data will be collected through a survey in which responses will be collected
from 200 customers. The questionnaire will be comprised of close ended questions and will be
focused on identifying their experiences after buying a particular product after going through
advertisements that are developed by the brand. The responses will be collected and analyzed for
interpreting the findings. The primary quantitative data collection will be assisting in enhancing
the quality of the study through feedbacks from the different customers. The assessment of the
different feedbacks from the customers will be assisting in defining the manner in which the
marketing activities that are undertaken by the organizations affected the interests of the
customers. The differences in the perceived value of the proposition and the actual value of the
proposition have affected the interest of the customers’ capabilities of the organizations in

9CONSUMER BUYING BEHAVIOR AND MARKETING
continuing with the efficiency of the operations. Therefore, the primary quantitative survey will
be assisting to develop the research study and guide the same towards the unbiased outcome.
On the other hand, the secondary data will be collected through a close examination of
the different reliable and available sources like peer reviewed journals, company reports,
industry reports, blogs, newsletters. The secondary data collection will assist in enhancing the
research through the appropriate literature on marketing activities and ethical considerations. The
secondary research will assist in enhancing the quality of the study while supporting the findings
from the primary analysis. The evaluation of the diverse secondary sources will assist in
developing and guiding the research findings through theoretical frameworks that were proposed
by the previous researchers. It will thereby help in identifying the impact of the marketing
activities on the consumers’ buying behavior in the context of differences in the value
propositions.
3.5 Sampling and sample size
The sample size for the survey will be 200 customers and the sampling strategy that will
be undertaken during the study is simple random sampling. Te utilization of the simple random
sampling will be assisting in developing a coherent study outcome through development of equal
opportunities for developing the samples.

10CONSUMER BUYING BEHAVIOR AND MARKETING
3.6 Time frame
4. Contributions
4.1 Industry perspective
The research will be assisting to develop a coherent argument on the diverse range of
marketing ethics that might be considered by the organizations with the purpose of adhering to
the interests of the customers (Bittner and Schipper 2014). The research will provide the
industry with the insight of developing the marketing activities with the view of attracting the
attention of the customers without hurting the interests of the same. On the other hand, the
delineation of the manner in which the differences between the perceived value and the actual

11CONSUMER BUYING BEHAVIOR AND MARKETING
value might affect the brand image of the business through degrading consumer buying
experience. Therefore, the research will assist in developing the marketing capabilities of the
organizations through making the same aware of different other technique of drawing the
attention of the customers other than fabrications. Fabrications might affect the capabilities of an
organization in developing positive brand image among the customers. Therefore, the research
will assist in making the companies aware of the different marketing operations that might be
undertaken by the same.
4.2 Academic perspective
The current research will be assisting the future studies in identifying the manner in
which the misleading advertisements and marketing campaigns affects the consumers buying
experience. The delineation of the different marketing activities and the significant impacts that
might be created by the same might assist in upholding the efficiency of the operations while
operating in diverse markets (Delafrooz, Taleghani and Nouri 2014). On the other hand, the
research will also contribute to the future studies through the enumeration of the different
challenges that might by faced by the organizations through the differences in the perceived and
the actual value of the propositions. The differences in the values might assist the future
researchers in delineating different recommended activities that might be considered by the
corporations. The diverse range of activities that are undertaken by the organizations are
dependent on the smooth functioning of the systems in accordance to the needs of attracting the
attention of the customers.

12CONSUMER BUYING BEHAVIOR AND MARKETING
5. Conclusion
Therefore, from the above analysis it might be stated that the organizations undertake a
diverse range of marketing operations with the purpose of drawing the attention of the
customers. However, the difference in the perceived value and the actual value of the
propositions might affect the interests of the customers. Therefore, the organizations must adhere
to the ethical aspects of marketing for ensuring and assuring the customers of the product
offerings. The developments in the marketing operations will assist the organizations in
maintaining the ethical standpoints while developing a strong market base of consumers.

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