Impact of Marketing on Consumer Buying Behavior

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