Marketing Channel Influence and Consumer Behavior

This assignment is a comprehensive study on the influence of marketing channels on consumer behavior. It consists of multiple choice questions (Q1-Q15) that assess respondents' understanding of various marketing concepts, including the effectiveness of marketing channels in influencing consumer behavior, digital marketing as a tool for businesses, and factors affecting purchase decisions. The results aim to provide insights into how marketing channels shape consumer preferences and purchasing behaviors.

Impact of Marketing Channels on Consumer Behaviour
Dissertation submitted for the degree of
Msc INTERNATIONAL MARKETING
STARTEGY at

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of Research.................................................................................................................1
Background of Research.............................................................................................................1
Rationale of Research.................................................................................................................2
Research Aim..............................................................................................................................3
Research Objectives....................................................................................................................3
Research Questions.....................................................................................................................3
Chapter Structure........................................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
Concept of Consumer Behaviour................................................................................................6
Influence of product type and purchase environment on consumer behaviour..........................7
Variety of marketing channels and their influence on business operations................................9
Role of marketing channels in developing the positive consumer behaviour...........................11
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................15
Type of Investigation................................................................................................................15
Research Philosophy.................................................................................................................16
Research approach ...................................................................................................................17
Research Design........................................................................................................................17
Data collection..........................................................................................................................18
Sampling...................................................................................................................................20
Data analysis.............................................................................................................................20
Ethical Consideration................................................................................................................21
Limitations of research..............................................................................................................21
Chapter 4: Data Analysis and Interpretation .................................................................................22
Discussion of primary data........................................................................................................22

Discussion of Secondary Data..................................................................................................41
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................45
Conclusion.................................................................................................................................45
Recommendation.......................................................................................................................45
REFLECTION AND ALTERNATIVE RESEARCH METHODOLOGY...................................48
Reflection..................................................................................................................................48
Alternative research methodology............................................................................................48
REFERENCES..............................................................................................................................50
APPENDIX....................................................................................................................................52

TOPIC: Impact of Marketing Channels on Consumer Behaviour.
CHAPTER 1: INTRODUCTION
Overview of Research
Consumer behaviour is explained as study how the groups, consumers and organisations
choose, purchase, use and also dispose the services to fulfil wants and requirements. It is related
to actions of customers at marketplace and also underlying the motive for those actions. The
customer plays a necessary role in making the business successful (Pappas, 2016). They buy the
services from market for end use. The main importance of this research is to get the better
information and gain better understanding about particular area. Through this, information
regarding the consumer behaviour through marketing channels can be examined. Study of the
consumer behaviour assumes that customers are main actors in marketplace. Perspective role of
theory assumes that the customers play different role in market. It is observational activity that
mainly conducted to study about consumer behaviour at marketplace from time they enter at
marketplace and take initiate about purchasing decision till made the final purchase. The
consumer behaviour is branch that deal with different stages a customer goes before buying the
services or products for end use. This is also referred as a psychological process that can lead
decision of consumer to purchase service or products offerings. The consumer behaviour is a
physical activity and decision process in which individuals engage in examining, acquiring and
using the products and services. It is necessary for marketer to study about behaviour of
consumers to make effective strategic marketing decisions. On the other hand, marketing channel
is organisation, activities and people require transferring ownership of products from production
point to consumption. It is an effective way goods get to end- user. These channels are mainly
used through an organisation to reach end consumers. These channels are mainly interacted and
interdependent on each other. In this, gap bridge can be reduced in current investigation through
highlighting theoretical and methodological contribution. It helps in give the detailed explanation
about particular area and provides the methods to collection of data in an effective manner.
Background of Research
Consumer behaviour has been interest to the marketers, knowledge of customer
behaviour is helpful seller to understand how they feel, think and chose from alternatives such as
brand and goods. The consumer behaviour is concerned as actions and decisions which influence
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purchasing behaviour of consumers. Study of the consumer behaviour is helpful in understand
past and also predict future. The consumer behaviour can be influence through marketing
channels in positive manner or negative. It will be impact in a positive manner if product is
beneficial and provide the benefits to consumers. In case if product is not effective and consumer
is not able to get some benefits from that then it will negatively impact and customer will not
purchase again or recommend to some other person. The buying behaviour of consumers is
impacted through social, psychological, personal and cultural factors. Many of factors are not
controllable through marketers. It is the responsibility of marketer to aware about the customer
needs and fulfils them in a better manner. In addition to this, consumer behaviour included
evaluating reasons for behaviours of consumers more than examination of their actions. The
consumer behaviour concentrated human behaviour and also reason behind their behaviour. In
this, consumer behaviour is helpful for an organisation to pre-empt how consumer would
consumer or purchase their services and products. In market, competition is high and each
organisation wants to sell the goods and understanding custom closely on the basis of wants and
requirements of consumers. Marketing is related with introduction and the promotion of services
or products to potential consumers. It plays a necessary role in company as from sales to the
success that based on it. Through marketing, company can get chance to search and recognized
through large number of people (Godey and et. al., 2016). The marketing channels are ways that
services and products are available for the use through customers. Marketing channel is set of the
organizational bodies which isolated from producer and includes in supplying of goods to
consumers. Through marketing channels, company can provide the goods to consumers and
satisfy their needs and requirements. With the help of using better marketing channels, company
can influence the behaviour of consumers and also interact with them. The marketing channels
are helpful in connect with the people and also provide them products or services for their use. In
context to this, it is common for organisations to use the several marketing channels with various
strategies for each region they provide their products. Main purpose of marketing channel is to
bridge gap among manufacture of product and user.
Rationale of Research
This present report is taken into consideration on impact of marketing channels on
Consumer Behaviour. It is important to study about the consumer behaviour because through
this, an investigator can know about the deep knowledge regarding preferences and likes of
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consumers. Through this, company is able to provide them products accordingly and satisfy their
requirements. Researcher conducts an investigation for personal interest and in professional
terms. For gaining the personal interest, researcher conducts a research. It helps in enhancing the
knowledge base and skills of researcher so that it can able to perform any research in future
without facing an issue (Wang, Yu and Wei, 2012). On the other hand, it helps in provide the in-
depth information and knowledge related to the particular subject area. Through conducting this
investigation, researcher can able to conduct any research in future and gain the positive
outcomes.
Research Aim
Research aim is related to what need to be attained within given time period. Aim of
writing the research paper is work with feasible data those oils measurable. It is necessary that
data should be testable and provide positive outcomes.
The main aim of this research is “To analyse the impact of marketing channels on
Consumer Behaviour.”
Research Objectives
The research objectives explain what expect to be attaining through project. Objectives of
research is mainly expressed to research forget positive result. It is based on the research aim and
there is a requirement to give answers of the research objectives in detailed manner. In addition
to this, research objectives summarize accomplishments an investigator wishes to attain by
project and gives direction to study. The research questions aid learners to focus on investigation
through giving path by an investigation.
 To analyse concept of Consumer Behaviour.
 To determine the influence of product type and purchase environment on consumer
behaviour.
 To evaluate the variety of marketing channels and their influence on business operations.
 To identify role of marketing channels in developing the positive consumer behaviour.
Research Questions
The research questions are based on research objectives. It is answerable inquiry in to
particular issue. It is necessary that research questions should be clear so that audience can
understand easily its purpose without any kind of additional explanation.
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 What is Consumer Behaviour?
 What is influence of product type and purchase environment on consumer behaviour?
 What are variety of marketing channels and their influence on business operations?
 What is the role of marketing channels in developing the positive consumer behaviour?
Chapter Structure
It is mainly the outline of work that provides the whole structure from introduction
chapter to conclusion. In dissertation, there are different chapters included and these are helpful
for a researcher to couplet an investigation in mention period of time. The structure of
dissertation is divided into different parts which given below:
Chapter 1: Introduction: It is the primary chapter that provides basic and detailed
information about the particular concept. This chapter consists overview of research, background
of research, rationale, aim, objectives, questions and research gap. These all are the main parts of
research and gives in- depth information regarding specific subject area. Through this chapter,
investigator will find out main aim of conducting a research.
Chapter 2: Literature review: It includes analysis of theoretical framework that has been
introduced previously to research area. It contains the definition of the main concepts and the
explanations on the basis of secondary data in detailed manner. In this, viewpoints and opinions
of the other authors related to research area have been presented in logical manner.
Chapter 3: Research methodology: Under this chapter, investigator collects data by
using authentic sources. There are different tools and techniques required to gain positive
outcomes within specific period of time. Research methodology consists different sections like
research philosophy, approaches, design, data collection methods etc. These all are helpful in
collect and analyse data in a better manner.
Chapter 4: Data analysis and interpretation: It support is collection of information and
data regarding particular area. In given dissertation, questionnaire will be developed through an
investigation on given area. The primary data collection method like questionnaire wills applying
to collect and analyse accurate information and data from chosen respondents. After this,
thematic analysis has been developed of collected data with interpretation.
Chapter 5: Conclusion and recommendation: It will help to an investigator to attain
each research objectives in systematic way. This chapter is based on the findings from
questionnaire. It will assess an investigator through giving reliable information about the impact
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of marketing channels on consumer behaviour. On the other hand, recommendations are based
on the outcomes and the positive suggestions will be provided.
Reflection and alternative research methodology: In this part of dissertation it s defined
about the advantages and drawbacks of conduct research for an investigator. In this chapter,
researcher provides the alternative research methodology which can be used instead of
questionnaire.
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CHAPTER 2: LITERATURE REVIEW
The literature review is theoretical and also methodological contribution to specific field. It is
helpful in provide the in depth and detailed information regarding the particular subject area
(Javornik, 2016). This part of research expands on reason behind choosing specific research
related questions. To conducting the literature review part, researcher uses the secondary sources
such as books articles, internet sources, journals and many others. Literature review is
reproducible and explicit method for determining, examining and also synthesizing existing body
of the completed as well as recorded work that produced through scholars and investigators. It is
recap of necessary information of source but synthesis information in way that informs about
planning to determine research issue in detailed manner.
Concept of Consumer Behaviour
As per opinion of Danni White (2019) it has been stated that Consumer behaviour is
psychological process that is related with the emotions of customers. The behaviour of consumer
can be change on the basis of trends and atmosphere. Consumer plays a necessary role in success
of an organisation. They purchase the products for satisfy their needs and wants. So, it is
necessary for a company to focus on determining the customers need and also provide the
products accordingly. With the help of this, their behaviour will be impact positively and they
will be the loyal customers (Ghose and Todri, 2015). The consumer behaviour defined as
physical activity and decision process that people engage in examining using and also disposing
services and products. It is related to purchasing decisions of consumers. It is essential for the
marketers to study about the consumer behaviour. Company should know to customers or the
groups opt fort buy services and products and they share their experience for fulfil their
requirements. It helps seller to conduct a research and also understand way in which the
consumer behave in better way. On the other hand, consumer behaviour is helpful in determining
unsatisfied requirements and the wants of customers (Olbrich and Holsing, 2011). It needs
scanning conditions and trends which operating at market place, income level, lifestyle and the
developing influences. The consumer behaviour focus on consumption concerned with the
activities of people and investigate main reason behind and also forces the influencing selection,
buy and use of products to fulfil personal wants and requirements. In order to satisfy the
customer needs, there is a requirement to company to recognise the customer’s preferences and
focus on fulfil them. It will helpful in develop the positive impact on mindset of people. In
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context to this, consumer behaviour is study of process included when the groups or people
choose; buy and use of goods for satisfy desires and requirements.
Understanding the behaviour of consumer has significant effect on marketing and also
public relation decisions. Sometimes, the behaviour of consumers can be influenced by the
different factors like comments, ads, price etc. In this, process of purchasing services or goods
begin first in mind of customers and it will lead to search about right products between available
alternatives by determining their benefits and limitations (Mohd Suki, 2016). After this, process
is followed through process if the decision making for buy and using of purchased products.
Most necessary thing is post purchase behaviour. It is considered as most necessary through
marketers because it provides clue that whether goods has been success at market place or not.
The consumer behaviour is complex, multidimensional and dynamic oppress and all the
marketing related decisions are taken on the basis of assumptions regarding consumer behaviour.
While purchasing product, customers can get benefit for cost that paid through them. In addition
to this, study of the consumer behaviour is related with all the aspects of purchasing behaviour
from pre- purchase activities to post- purchase consumption, examination and disposal activities
in a better manner (Mihart, 2012). It is concerned with all the involved persons in buying
decisions and the consumption activities consisting brand influencers. On the other hand,
understand the concepts and theories related to consumer behaviour is helpful to the market
about success of services or goods. It services as successful tool for the marketers in order to
meeting sales objectives.
Influence of product type and purchase environment on consumer behaviour
This literature review provides the qualitative informative. From the evidence, it has been
stated that behaviour of consumer is impacted from the type of product. Product is a system or
object that available for use of customers. It can be anything that can fulfil desire of customer.
Companies develop goods which can satisfy the needs and demands of consumers so that they
can sustain for long time of time (MacInnis, 2011). It has been stated that evaluation of the
haptic goods in touch environment influence positively the intention of offline purchase. Haptic
property gives the sensory promises to engage buyers for long time period. The consumer
behaviour aids to the market about services and product in a successful manner. Continuous
change in living standards, fashion, trends in attitude of consumers towards variety of products
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or services. If the reviews about product will be good then people will make decision to purchase
for satisfying their requirements. On the other hand, environmental purchasing is an inclusion of
different environmental factors in decisions on buying of services or products. Objective of
environmental factors is to purchase services or goods that have the minimum effect on human
health and environment as comparison to services or products (Hutter and et. al., 2013). Aim of
including the environmental factors is to purchase services or products which have minimum
effect on human health and environment. It is related to customs, knowledge, traditions, moral
law, beliefs etc. These all things influence on buying behaviour of consumers effectively. In this,
positive economic environment is known to make the customers willing and confident to indulge
in the purchase that irrespective of personal financial liabilities. At this stage, behaviour of
consumer is influenced through different shaded of primitives, values and morals. In this present
time, customers are the mindful of environmental impacts at the time of making buying decisions
for services and products. They are buying the greener consumer goods and also feeling better
about this. The behaviour of a consumer is impacted through comments and opinions of other
people (Levy and Gvili, 2015). If the review of the other people regarding the specific product
will be good then in this case person will set its mindset of purchasing. It helps in develop the
positive impact on people and also productivity of an organisation significantly. On the other
hand, negative comment of people impact negatively on sales and the profitability of business.
For example if the products type will be expensive or luxury products then company will invest
huge among or budget in for its promotional and adverting. Along with this, they will also use or
adopt number of promotional channel such as attractive and updated websites, printed media,
social media like Facebook, Instagram and so on. This is so because through it company able to
reach large customers base which help attaining target and goal in effective manner (Halvorsen
and et. al., 2013). On the other hand in case of customer before purchasing luxury goods they
will conduct huge research so that they can conduct comparison among the quality as well as
price of the product offer by different companies.
Whereas if a company is offering fashionable products then buying behaviour of customers will
different as compare to buying behaviour of customers during purchasing of luxury products. In
this case company will advertise more of their products as compare to luxury goods. For this
they also adopt number of promotional channels or methods such as advertisement at social
media like Facebook, Instagram, linked in, snap chat and many more.
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Along with this they can also adopt print media (like newspaper, magazines and templates), they
can also conduct advertisement at television or radio (Gunter and Furnham, 2014). In this case
company want to cover more number of customers through their advertisement as well as they
will also specific that which group of users they are focusing. Whereas in respective case,
behaviour of customers will be total differ situation of purchasing of luxury product. This is so
because while purchasing fashionable products like clothing, jewellery, bags and shoes
customers didn't do much research because their main motive is to buy products and look trendy.
This will show that how the type of product will impact on the purchasing environment of the
consumer behaviour because it is behaviour of human being that they are more concern about
those products and services in which they are paying more amount of money (Gordon and et. al.,
2011). They not much focus on those products type which are like fashionable and of less
amount in compare to luxury or expensive good and services. So it is essential for a company to
conduct their promotional activities accordingly because it will help in attracting right amount of
customers.
Variety of marketing channels and their influence on business operations
The collected or given information is based on the qualitative method of research. From
given evidence, it has been examined that marketing channel refers to people, activities and
organisations which required transferring ownership of products from production point to
consumption. Marketing channels are ways or routes to the market product that customers and
the buyers of business purchase. These are set of the independent companies included in process
of manufacturing service or products that available for consumption use. It is an effective way
products get to end- user. The main purpose of any kind of marketing channel is to bridge gap
among manufacture of product and user. Marketing channel is an effective way to reaching at
large number of consumers (Hutter and et. al., 2013). There are different marketing channels
which impact on business operations such as direct selling, dual distribution, indirect channel etc.
Marketing channel is path through which all services and products should travel to arrive at
interned customers. In this, the marketing channel is viewed as the inter organisational system
that included with producing the services, concepts and products available for consumption
through maximising possession, time and place (Ghose and Todri, 2015).
Direct selling- It is selling and marketing of goods directly to customers aware from
fixed retail location. In this channel, there is no intermediator involved. It develops the positive
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impact on the business operations because company sells directly to consumer and get the high
profit level. In this, manufacturing cost of products will be less. Conducting direct selling is
beneficial for company because through it they get numbers of advantages such as they get
potential to earn unlimited money, its initial cost is less than other sources, help in convincing
other more properly (Fortin and et. al, 2011). Along with this, it will also help in understanding
need and requirement of customers which aid while developing products and services as well as
it help seller in educating potential buyers about the products and services. But there are several
limitations included in this which impact on company's operations and marketing such as it is
time taking, no assurance of data or profit level, impact on selling person's health and many
others.
Indirect channel- In this, Products are produced through the manufacturing nit that
passes by various intermediaries in order to reach at final customers. Intermediaries are involved
for an instance retailers and wholesalers which use to make product available to consumer
(Verhoef, Kannan and Inman, 2015). After producing the high quality product, there is a need to
company to deliver products to intermediaries and they provide goods to consumers for their use.
In this manner, high cost of business operations involved. Along with this indirect selling or
channel have both pros and cons which impact on an organisation business operations and
functions (Dickinger, 2011). Pros of respective channel of market are it will allow company in
sharing shipping as well as storage costs, it provide easy way for customers to find products and
services, minimise challenges related to complexness of managing distribution system and many
more. On the other hand, it also has several limitations such as in this case it is hard to build
customer loyalty, process channel in this is too long and that can be expensive for company.
Moreover, in this there is chance that suppliers may offer low quality products, there is also high
employee’s turnover ratio, margin in low and many others.
Dual distribution- It explains the wide marketing arrangements through which wholesalers or
producers uses more than single channel in order to reach at end user. They may sell to end users
directly and some other organisations for the purpose of resale. With the help of using two pore
more than two channels to attract similar target market that can lead to the channel conflict
(Campbell, Ferraro and Sands, 2014). In addition to this there are several advantages and
disadvantages of respective distribution channel which will affect business operations and
functions in both negative as well as positive way. Advantages of dual distribution channel are it
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help in enhancing market potential, company can market its products and services according to
preferences of customers, enhance revenue (Borin, Cerf and Krishnan, 2011). Along with this it
will also help a company in trying diverse type of things for marketing its products, aid in
gaining competitive advancement as well as it will also lead to sustainability at marketplace for
long time duration. On the other hand limitations of this are it will required huge amount of
budget, required solid planning, time consuming because required to identify appropriate channel
for distribution and many more.
Reverse channel- All the other channels flow from producer to the intermediary to
consumer. Technology has made the flow possible. This goes in reverse direction and also may
go from customer to intermediary to producer. It is related to making money from recycling or
resale of goods. In addition to this there are several advantages and disadvantages of respective
marketing channel and this will impact on their business operations in both positive as well as
negative way. Advantages of reverse channel are it will reduce transportation, administration and
after market cost, enhance velocity, increase share at service market or sector, lead to high
achievement of sustainable goals (Achrol and Kotler, 2012). Along with this it will also help
company in providing good quality customer’s services, aid in retaining huge customers base for
a long time duration, improve supply chain and many others. On the other hand it also have some
limitations which impact negatively on business operations such as risk related to bad
specification of products and services in front of customers. This is so because it will lead to
decreasing of number of customers which impact on company's profitability and market shares at
potential marketplace.
These are some of the major marketing channels which help a company in promoting their
products and services in effectively. Through this a firm can conduct appropriate marketing
which help in attracting more and more customers at the potential marketplace as well as it will
also help them in enhancing their profitability ratio by selling more among of products and
services.
Role of marketing channels in developing the positive consumer behaviour
According to Ian Linton (2019) it has been stated that marketing is responsible for the
communicating with consumers regarding goods, explaining about offering them and whey they
are most desirable. It is responsible for listening to consumers and also communicating to
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provider regarding how better they fulfilling requirements and the better opportunities for
improvement purpose.
Marketing channel is set of the interdependent companies included in procedure related
to placing goods and services with the customers. Under this, introduction of the intermediaries
among producer and final customers adopted through several firms in order to facilitate
distribution of goods. The marketing channels develop positive impact on consumer behaviour
because they help in provide the products or services to consumers on the basis of their
preferences and wants (Persaud and Azhar, 2012). The main role of the marketing channel is to
developing as well as distributing the quality content in well manner so that better brand image
can be developed effectively.
Conceptual framework of consumer behaviour
Consumer behaviour is related to act of people who directly included in obtaining as well
as using the services or products. In the other word it can be defined as study of how a person,
group or a firm choose, purchase, use and dispose ideas, products and services in order to satisfy
its need, wants and requirement. So it is essential for each and every company to develop
products as well as services according to need and requirement of customers, through this they
also able to gain various benefits such as enhance in customers base, build loyal customers,
increase profitability ratio and many more. For this an organisation may also adopt various
model and framework because through it they can develop proper strategies which lead to
conducting proper marketing strategies for attaining goal and target. It consists process of
decision making that leads to act of the purchase.
Marketing mix- It is consider as foundation model of a business which help a company
in perusing its objective and goal related to marketing in effective and impressive way. This will
include four P's of marketing i.e. products, price, place and promotion but now in this more three
P's are get added i.e. physical evidences, process and peoples. By considering all these factors
company conduct it’s promotional as well as marketing activities impressively which leads to
attainment of target properly. It is explained as combination of factors which can be controlled
through an organisation to impact purchase of consumers towards products. By conducting this a
company able to gain numbers of benefits such as lead to effective research and development.
activities, decrease marketing cost, help in reflecting trends towards the global marketplace for
number of products and services.
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Stimuli (Internal and External)- In this, stimuli can be arise on the basis of internal or
external. The external stimuli can caused through marketing or environment. On the other hand,
internal stimuli generated from individual itself. Marketing stimulus included 4Ps like product,
price, place and promotion (Achrol and Kotler, 2012). Stimuli from the environment come from
one or more than one factors such as technological, political. Socio- cultural and economic.
These all factors influence the consumer buying behaviour. Such as if a company not develop
products or services according to new and advance technology they may face decline situation.
This is so because customers will not be attracted as well as convinced to purchase particular
products or services. So it is essential for a company's management to always consider customers
demand, requirement and new trends while developing products or services because it will help
them in attracting potential customers as well as it also encourage them to purchase those
offerings. Same like this organisation also need to consider other external factors i.e. economical,
socio culture, political legal and so on while developing decision related to products, services
and process.
Buyer characteristics- Under this, characteristics of purchase impact on surprising
process. These characteristics are life- style, psychological factors, occupation, age and many
others (Borin, Cerf and Krishnan, 2011). All these factors of customers buying behaviour will
impact on decision making of company as well as it is also essential for them to consider all
these characteristics. This is so because through it they able to develop proper strategies, plan or
procedure for developing effective product and services according to requirement as well as need
of customers. Along with this these all factors get changed in small time duration so it is
necessary for a company to conduct proper research on regular basis so that they can identify
customers need as well as requirement in effective and impressive way.
Decision- The consumer makes decision by conducting all research about product and get
all the information regarding it. This will help in make better purchase decision. Decision
making process is difficult and essential for both companies as well as customers (Campbell,
Ferraro and Sands, 2014). This is so because if a company not take proper decision they may
develop products and services which are not according to potential customer’s requirement as
well as due to this situation they may also face decline situation. Along with this, in case of
customers if they not take effective decision then they may buy inappropriate products and
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services, which lead to loss of money, time and product as well. So it is necessary for a company
as well as users to conduct proper research before making any decision.
These are the major factors which are consider in conceptual framework of consumer
behaviour because it will help both organisation management and customers in taking proper
decision related to products and services.
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CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is described as process that mainly used to gather information and data
for purpose of making the effective business related decisions. It helps in providing way to
gathering and analysing data for getting the positive conclusion. This methodology benefits in
signifying the manner through which research issues and problems are resolved in an efficient
and systematic manner. This helps the researcher is saving their time as all the problems are
resolved in a timely and appropriate manner. Research methodology benefits in understanding
about the manner in which a research is performed methodologically. Under this chapter of
dissertation and research, various strategies are formulated so that concerned aims and objectives
can be attained in a proper manner.
Type of Investigation
Qualitative method
Qualitative data is used to gather information and knowledge of a topic in factual manner
rather than measurable manner. It is based upon the views, perceptions and opinions of
respondents. This way to perform research is less structured and helps in getting depth
information about a topic (Dickinger, 2011). Usually, this research method includes words and
letters but sometimes pictures are also used to denote facts. The qualitative research method is
helpful in provide the detail analysis about the particular area. To collect qualitative data,
researcher of this dissertation can use focus groups, observations, secondary data, interviews etc.
Strengths Weaknesses
It gives useful information for the practical
application on theoretical grounds.
This method develops the subjective data
which is hard to understand in some situations.
This method eliminates potential for the bias
within data.
This takes more time to gather data points.
Quantitative method
In quantitative method, data is measured in terms of facts and figures. It provides the
statistical and mathematical information related to specific subject (Kumar, 2019). This kind of
research is specially designed for hard and cold facts. This method benefits the researcher in
drawing some general conclusions from the research. Quantitative research method assists the
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researcher in formulating an appropriate hypothesis along with its validation so that standard
results can be gained (Fortin and et. al, 2011). Other than this, in certain situation general
answers are needed. This method has more respondents than the qualitative research due to
which finding general answers from a large number of people became easier.
Strengths Weaknesses
It helps in provide the repeatable and reliable
information.
In this method, researcher can not follow any
answers.
This method is anonymous in nature. It develops potential for unnatural
environment.
Research project is based on particular kind of the research method that is chosen by researcher.
An investigation can be qualitative or qualitative in nature. In this investigation, researcher uses
the quantitative method because it states about opinions, feelings and thoughts of selected
respondents. Within qualitative research, investigator is going to prepare an questionnaire which
will cover important questions about the topic of dissertation. This questionnaire will be filled by
50 respondents which will be selected randomly. Opinion and perception of these respondents
will be considered as the view point of entire population.
Research Philosophy
In general terms, a research philosophy is referred as a belief which specifies the manner
in which data about a topic must be collected, evaluated and used. This part of research
methodology is considered as most important as it is helpful for an investigator in giving the
appropriate guidelines in order to gather accurate information with the help of analysing opinion
of different writers and authors. Interpretive and positivism are two different kinds of research
philosophy (Silverman, 2016). The positivism philosophy undermined that the reality is stable
and it cannot changes this holds generalisation principle and define reality that can be testes,
expanded and experimented. On the other hand interpretive philosophy is based on study of
social world. It is related with the naturalism concept.
For this specific research i.e. to acknowledge the impact of marketing channel on buying
behaviour of people the researcher can use both kinds of research philosophies. But as researcher
is going to use qualitative method, aspects of interpretive makes more sense (Ghose and Todri,
16

2015). Hence, under this present investigation, researcher uses the interpretive research
philosophy because it is based on qualitative method and also in provides the descriptive analysis
on particular area. As this phenomena is based on natural environment, researcher will be able to
perform research is a simplified manner.
Research approach
Whenever researcher conducts investigation the main motive is to accumulate relevant
data from internal and external sources so as to find solutions to a particular issue. Research is a
well organize procedure that covers time incurred as well pilot testing, planning that directly or
indirectly assist in conducting research activities (Gordon and et. al., 2011). There are two type
of research approach which are, deductive and inductive research approach.
Deductive approach- It is defined as step by step systematic process that involves
confirmation, observations, hypothesis and theory. In cut throat competitive world n analyst
adopts top-down approach on basis of some theories. That is introduced by profounder in order
to draw final conclusions.
Inductive approach- It is just opposite to deductive and follows bottom-up approach in
which researcher perform all activities which are taking place while conducting an investigation
for findings. The benefit of inductive and deductive approach is that they provide wider area for
conducting surveys, less time consuming and high probability of finding solutions to issues.
Research Design
It is blueprint or framework for conduct an investigation. It detailed process that is
required for obtaining information necessary to structure or to solve the research issues. The
research design is strategy that moves from underlying philosophical assumptions in order to
specifying data collection techniques and analysis. The exploratory, experimental and descriptive
are different types of research designs (Kumar, 2019). There are some characteristics of research
design which is common for every research topic. These characteristics are its Neutrality,
validity, reliability and its generalisation. In conducting investigation, researcher has been used
the descriptive research design because it provides the detailed information about the specific
subject. Another reason behind using descriptive design is that it is suitable for analysing the
qualitative research in significant manner (Gunter and Furnham, 2014). Also, this is a theory
based research design due to which people that use this research for their specific projects in
future are able to understand it without any complexity.
17

Data collection
It is process of gathering, measuring and also analysing the accurate insights for an
investigation by using the validated techniques. An investigator can examine the hypothesis
according to collected information and data. Primary and secondary are two types of data
collection methods (Flick, 2015). In primary method, information is collected for first time or
never used before. In secondary method, data is collected by using the sources like books,
articles, internet sources etc.
Primary method to collect data
A primary data source is also described as an original data source in which the
investigator or researcher perform different activities so that only raw information will be
collected (Halvorsen and et. al., 2013). This data can be collected with the help of multiple
activities and techniques. But the most popular techniques in this respect are field observations,
surveys, experiments, interviews etc. This way to collect data is quite expensive and time taking
as researcher has to perform face to face interaction with each people to collect the opinion of
majority on a certain topic. In this research, out of all the available alternatives, questionnaire is
prepared. This questionnaire helps in collection of new information and facts in an efficient
manner (Levy and Gvili, 2015). There are various kind of benefits for investigator to use this
medium to gather data. Some of these benefits are mentioned below:
Benefits of Primary data collection
 It is original in nature and provides high accuracy of information. As primary data is
recently collected data it provides a realistic view of the topic. These benefits in getting
clarity about concepts.
 This method of data collection provides specific information in accurate manner by
covering wide geographical area and large population.
 In this method to collect data, reliability of content is very high because information is
gathered from reliable and concerned parties. This assures the investigator that collected
data is accurate and there is no contingency with the authenticity of data.
 It helps in answering particular research related questions in efficient manner. This is
because her face to face interaction takes place among researcher and respondents. This
helps the researcher in clarifying their further doubts if opinion of respondent seems
ambiguous.
18

Secondary method to gather relevant information
 In this kind of data collection method, relevant data is collected by some other
individual for their specific purpose rather than for current project managed by
investigator. This information and data is already analysed by statistical means.
Information from this method is readily available from already existing sources (Hutter
and et. al., 2013). There are both external and internal sources to collect secondary
information and data. In case of internal method, main sources are financial statements,
company information, sales report, company information, management information
system, feedbacks and reports of distributor, retailer and dealer.
 Other than this, there are some external sources for information collection. Some of these
sources are government consensus, business journals, magazines, libraries, social books,
internet etc. In this research, the investigator has used external sources for the collection
of required information (MacInnis, 2011). This information is gathered in the form of
literature review. In this dissertation, the literature is review on the basis of objectives of
the research. Using this research method helps in collection of reliable information within
limited time. Other than this, there are some more benefits of using this research method
which are depicted beneath:
Benefits of Secondary data collection
 Secondary method to collect data is time saving method because almost every needed
information is already available on different sources such as books and magazines etc.
information which is not covered by them can be easily accessed via internet.
 It is helpful in generating the new insights and better understanding from the previous
analysis (Mihart, 2012). Also, this method is very economical to collect large chunks of
information. This is because books and journals are easily available at libraries in free of
cost and most of the persons have internet connection to search about required data.
 Any person can collect the secondary data in an easy manner. This method does not need
any expertise and specialisation. People while spending their leisure time can also search
information with the help of methods available in secondary research.
 In conducting this investigation, questionnaire has been developed in primary research
method. It helps in provide the reliable and accurate information. In order to collect
secondary data, literature review is carried out. Due to the use of both primary and
19

secondary method of data collection, effectiveness of the research has increased
positively.
Sampling
It is considered most necessary aspect of research as this replicated from original
population. Sampling is defined as a process adopted in statistical analysis in order to
predetermine number of observations taken from large crowd or population. In research
sampling is important as it provide accurate and authentic outcomes for the readers. There are
two type of sampling which are Probabilistic and non- probabilistic (Olbrich and Holsing, 2011).
This two sampling method assist the researcher to provide accurate data and finding which bind
the reader for longer time period. By this set goals and objectives is attained in intense
competitive world.
Probability sampling- It refers to as selecting members of a population by designing
certain selection ways. The formulated parameters provide the equal opportunities to be a part of
several samples. It results in gaining fair results in short time duration.
Non-probability sampling- This is explained as, in this type of sampling method they
are more dependent on researcher's ability to select people at random (Mohd Suki, 2016). Non-
probability sampling is not predefined nor it is fix selection process that become difficult for all
elements of the crowd to get equal opportunities in sample. Due to which it is unable to provide
feasible outcomes to the readers.
There has been random sampling used in probabilistic sampling as it provides equal
chance to all the chosen respondents for conducting the survey. The random- sampling method is
helpful in providing the relevant information or opinions of people regarding particular area. For
collect information from survey, there are 50 respondent has been selected through an
investigator for getting the reliable information. The chosen respondents are the customers which
are the existing consumers or use available products. They have the knowledge about products
and services.
Data analysis
Data analysis can be described as a procedure of implementing statistical & logistical
techniques systematically in order to define & illustrate, condense & recap and evaluate
information. It can be categorised into various categories such as text, statistical, diagnostic,
predictive and prescriptive analysis in which suitable one can be selected to conduct data
20

analysis for attaining appropriate findings accordingly. However, it consists process including
several phases like data requirement gathering, data collect, data cleaning, data analysis,
interpretation as well as visualisation.
Ethical Consideration
This part of research methodology is considered as most necessary and under this an
investigator needs to assure about protect the information of respondents. Researcher should not
leak respondent's personal information and provide them information about the particular area. It
is a responsibility of researcher to ensure that objectives can be attained by conduct an
investigation in to the consideration (Jamshed, 2014). At the time of conducting an investigation,
it is necessary to follow all ethical considerations in an effective manner. By doing so authentic
and accurate data is gathered from the respondents which will help the researcher to accomplish
the set goals and objectives. Along with this there should be proper time management and cost
management while gathering data and information from public. It is very important to conduct
the research in set time duration with available budget in to attain best outcomes. Information
gathered by taking into consideration ethical norms turn out to be more productive and are able
to attract large section of readers. By not following ethical consideration then researcher gets
unproductive outcomes and clients emerging needs and wants are not full-filled as per the
expectations. Due to which gradually market value and goodwill decreases in intense
competitive world.
Limitations of research
In context of given investigation, it has been analysed that appropriate information was
not available in article related to selected topic of study due to which number of articles were
analysed to gather relevant data. It consist the limitation of time because there is a lack of
sufficient duration which is actually required for carrying out this research that may impact on
outcomes. However, desired cost is not appropriate for conducting study about impact of
marketing channels on consumer behaviour which also impact on the findings attained by
conducting study. In addition to this, it has been analysed that selected respondents provide their
views but they may or may not reliable. Moreover, it is evaluated that the data collect with the
help of opinions given by participants is not much appropriate because their answer are
confusing. Furthermore, it includes that fathering data from various articles is a long term and
critical tasks due to which desired data was not sufficient to gain accurate results.
21

Chapter 4: Data Analysis and Interpretation
Discussion of primary data
Questionnaire
Name:
Age: Gender: Email:
Address: 71 Viscount road ,NN3 5BJ NORTHAMPTON
Q 1) Are you aware about the channels of marketing in the context of business growth?
a) Yes
b) No
Q2) What are the most influential channels of marketing that are implemented by
businesses?
a) Digital marketing
b) Door to door marketing
c) Marketing Campaign
d) Telemarketing
Q 3) In which manner, marketing channels influences the behaviour of customers?
a) Positive
b) Negative
c) Neutral
Q 4) Do you think that marketing channels are effective in influencing the behaviour of
customers?
a) Yes
b) No
Q 5) According to you, the adoption of marketing channels are required for a business to
attract customers towards their offerings?
a) Yes
b) No
Q 6) Do you think that positive consumer behaviour is effective for a business to attain
growth?
a) Yes
22

b) No
Q 7) According to you, Digital marketing is the most appropriate tool of marketing?
a) Strongly Agree
b) Agree
c) Disagree
d) Strongly Disagree
Q 8) What are the major factors in the purchase environment that influences you to buy
product or service?
a) Ambience
b) Value offerings
c) Accessibility
Q 9) According to you, does the product type affects your buying behaviour?
a) Yes
b) No
Q 10) How much influenced do you feel marketing channels have over your purchasing
behaviour?
a) Large Influence
b) Medium Influence
c) Not Sure
Q 11) What are the key factors that affects consumer's behaviour?
a) Cultural Factors
b) Social Factors
c) Psychological Factors
d) Personal Factors
Q 12) According to you, which aspects are mainly affects on your buying behaviour?
a) Product Type
b) Product Price
c) Brand Image
d) Quality of product
Q 13) According to you, a positive market environment affects on your buying behaviour?
a) Yes
23

b) No
Q 14) What are the major setbacks in marketing of a product of service?
a) Offensive language
b) Nudity
c) Lack of relevance
Q 15) What are the factors that changes your decision while purchasing products and
services?
a) Offers and Discounts
b) Gifts
c) Good salesmanship
d) Uniqueness of the product
Q 16) Suggest few ways that will be beneficial for a business to attaining higher
competitive edge through implementing suitable marketing channels.
Questionnaire
Q 1) Are you aware about the channels of marketing in the context of
business growth?
Frequency
a) Yes 46
b) No 4
Q 2) What are the most influential channels of marketing that are
implemented by businesses?
Frequency
a) Digital marketing 25
b) Door to door marketing 10
c) Marketing Campaign 8
d) Telemarketing 7
Q 3) In which manner, marketing channels influences the behaviour of
customers?
Frequency
a) Positive 40
24

b) Negative 5
c) Neutral 5
Q 4) Do you think that marketing channels are effective in influencing the
behaviour of customers?
Frequency
a) Yes 42
b) No 8
Q 5) According to you, the adoption of marketing channels are required for
a business to attract customers towards their offerings?
Frequency
a) Yes 45
b) No 5
Q 6) Do you think that positive consumer behaviour is effective for a
business to attain growth?
Frequency
a) Yes 46
b) No 4
Q 7) According to you, Digital marketing is the most appropriate tool of
marketing?
Frequency
a) Strongly Agree 25
b) Agree 15
c) Disagree 5
d) Strongly Disagree 5
Q 8) What are the major factors in the purchase environment that
influences you to buy product or service?
Frequency
a) Ambience 20
b) Value offerings 15
c) Accessibility 15
Q 9) According to you, does the product type affects your buying Frequency
25

behaviour?
a) Yes 44
b) No 6
Q 10) How much influenced do you feel marketing channels have over your
purchasing behaviour?
Frequency
a) Large Influence 25
b) Medium Influence 20
c) Not Sure 5
Q 11) What are the key factors that affects consumer's behaviour? Frequency
a) Cultural Factors 10
b) Social Factors 10
c) Psychological Factors 20
d) Personal Factors 10
Q 12) According to you, which aspects are mainly affects on your buying
behaviour?
Frequency
a) Product Type 10
b) Product Price 10
c) Brand Image 15
d) Quality of product 15
Q 13) According to you, a positive market environment affects on your
buying behaviour?
Frequency
a) Yes 45
b) No 5
Q 14) What are the major setbacks in marketing of a product of service? Frequency
a) Offensive language 20
26

b) Nudity 10
c) Lack of relevance 20
Q 15) What are the factors that changes your decision while purchasing
products and services?
Frequency
a) Offers and Discounts 15
b) Gifts 10
c) Good salesmanship 15
d) Uniqueness of the product 10
27

Data Interpretation
Theme 1) People are aware about the channels of marketing in the context of business
growth.
Q 1) Are you aware about the channels of marketing in the context of
business growth?
Frequency
a) Yes 46
b) No 4
Interpretation: The execution of the project is based on the influence of marketing over
consumer behaviour and the survey is being conducted among 50 respondents. The question
related to the awareness of marketing in the context of business growth is being asked from the
responsive and 46 out of 50 people are said that they are aware about the concept of marketing as
people with marketing knowledge are more liable in providing suitable information in regards to
the chosen subject area. People are having knowledge because it is an essential tool on which it
is required for each individual to have appropriate knowledge. Marketing channels are the key
aspects which are having huge influence over the operations of firm and promotes business
growth, therefore in modern market scenario it is essential for the individual's who are making
regular purchase of belongs from marketing background are having suitable knowledge
28
a) Yes b) No
0
5
10
15
20
25
30
35
40
45
50 46
4
Column B

regarding the channels of marketing. Leftover respondents in the study are not aware about the
channels of marketing in the context of business growth as they are either not having suitable
interest or they lacked with knowledge in the field of marketing.
29

Theme 2) There are multiple influential channels of marketing that are implemented by
businesses.
Q 2) What are the most influential channels of marketing that are
implemented by businesses?
Frequency
a) Digital marketing 25
b) Door to door marketing 10
c) Marketing Campaign 8
d) Telemarketing 7
Interpretation: According to the description of the above mentioned graph it has been
interpreted that there are multiple influential channels of marketing that are implemented by
businesses because of the reason of attainment influencing buying behaviour. 25 out of 50 people
are in favour with digital marketing channels as per their view digital sources like social media,
are most effective channels that are significantly applied by businesses for the sack of business
growth. However majority of respondents are in favour of digital marketing, thus it is the key
source which is widely applied by small as well as large business enterprises as they key
channels of marketing. 10 people are in favour of door to door marketing as per the opinion of
respondents they are mainly attracted by this particular channel, 8 people are go with marketing
30
0
5
10
15
20
25
25
10
8 7
Column B

campaign as organisations are also executing marketing campaigns for the purpose of attracting
customers and remaining people are go with telemarketing, thus according to them now a day's
businesses are also applying such channels for business growth.
31

Theme 3) Marketing channels positively influences the behaviour of customers.
Q 3) In which manner, marketing channels influences the behaviour of
customers?
Frequency
a) Positive 40
b) Negative 5
c) Neutral 5
Interpretation: According to the in-depth evaluation of the dissertation it has been identified
that the survey is being executed among 50 customers who are regularly taking the benefits of
the offerings of the firm. 40 out of 50 respondents said that marketing channels are effective in
positively influenced the behaviour of buyers, thus, as per their views marketing channels are
effectual in affecting the customers behaviour. However customers are the key aspect of business
as the growth and success of business are based on the satisfaction of customers within
commercial centre. Marketing channels are mainly applied by businesses for the purpose of
making people aware about their offerings and positively influences their power of buying
related to a specific product. According to 5 respondents, it has been found that, they think that
marketing channels are not effective in positively influences the behaviour of buyers . Therefore,
they are not having appropriate experience or knowledge regarding the channels of marketing its
32
a) Positive b) Negative c) Neutral
0
5
10
15
20
25
30
35
40
40
5 5
Column B

their attractiveness in the term of attraction. Leftover people are neutral about the same as they
are not providing any justification in the same.
33

Theme 4) Marketing channels are effective in influencing the behaviour of customers.
Q 4) Do you think that marketing channels are effective in influencing the
behaviour of customers?
Frequency
a) Yes 42
b) No 8
Interpretation: From the evaluation of the dissertation it has been evaluated that 42 out of 50
respondents are in favour with the statement that marketing channels are effective in influencing
the behaviour of customers, thus as per their opinion the statement is defining the right sense
because in the context of consumer behaviour marketing channels are very much effectual, that
are significantly affects the behaviour of buyers regarding a product of service. The potential
consideration of the businesses is to attract customers towards the firm by influencing their
buying behaviour in regards to a particular product or service. Therefore, consumers are the
effective aspects on which the overall market is of a business is based, so it is quite important
and necessary for the businesses to satisfying the needs of customer via offering them suitable
products and services. Remaining people are not in favour with the same as per their view
marketing channels are not much liable in affecting customers behaviour, thus according to them
34
a) Yes b) No
0
5
10
15
20
25
30
35
40
45 42
8
Column B

marketing channels are much significant in impacting over the perception of people regarding
purchasing.
35

Theme 5) The adoption of marketing channels are required for a business to attract
customers towards their offerings.
Q 5) According to you, the adoption of marketing channels are required for
a business to attract customers towards their offerings?
Frequency
a) Yes 45
b) No 5
Interpretation: From the detailed evaluation of the dissertation it has been interpreted that 45
out of 50 people are said that the adoption of marketing channels are required for an organisation
to attract consumers towards their offerings, thus in today's modern business era competition
within market is so high and organisations are widely focused over implementing effective
marketing channels in respect to attracting consumers towards the firm and its products as the
attraction of buyers are required for the sack of attaining growth and success. Leftover
respondents are not in favour with the same as per their opinion the implementation of marketing
channels are not much required for a business to gaining the attention of customers as per their
view people are not really based on marketing sources.
36
a) Yes b) No
0
5
10
15
20
25
30
35
40
45
45
5
Column B

Theme 6) The positive consumer behaviour is effective for a business to attain growth.
Q 6) Do you think that positive consumer behaviour is effective for a
business to attain growth?
Frequency
a) Yes 46
b) No 4
Interpretation: This graph has been determined positive consumer behaviour is effective for a
business to attain growth. 46 out of 50 customers are agreed as positive behaviour of customer is
more effective for the growth and success of business within given time duration. Proper
behaviour of consumers about the specific products or services is essential and important for
development of business. As it will helps an enterprise by improving its brand image and
goodwill in marketplace. On the other side, remaining 4 customers are not agree about the same.
Some time negative behaviour of customers is impacted on brand image and goodwill of
business in unfavourable manner. Majority of customers are agreed which will be more
beneficial for success and development of business. As it will further helps business by
increasing sales as well as profitability as compare to other brand.
37
a) Yes b) No
0
5
10
15
20
25
30
35
40
45
50 46
4
Column B

Theme 7) Digital marketing is the most appropriate tool of marketing.
Q 7) According to you, Digital marketing is the most appropriate tool of
marketing?
Frequency
a) Strongly Agree 25
b) Agree 15
c) Disagree 5
d) Strongly Disagree 5
Interpretation: It has been described effectiveness of digital marketing as a tool of marketing.
Majority of respondents have opinion as digital marketing is most essential and significant way.
As it helps by providing accurate information or data about the specific product or brand. It will
also assist them by providing information or data regarding the special offers, discounts etc.
above mentioned graph shown perception of customers about the digital marketing. 25 out of 50
respondents were highly agreed because they said as digital marketing save their time as well as
convenience cost also. 15 respondents were agreed and they said as digital marketing is most
significant tool of marketing which will assist by giving accurate information regarding the
goods and services. 5 respondents were disagreed because they said as digital marketing required
38
a) Strongly Agree b) Agree c) Disagree d) Strongly Disagree
0
5
10
15
20
25
25
15
5 5
Column B

more knowledgeable people. Sometime, purchasing through digital marketing is unsafe because
it shown personal information. Remaining 5 respondents were strongly disagreed because they
said this tool require more knowledge. Therefore, majority of respondents are strongly agreed as
digital marketing is beneficial for customers by saving their cost as well as time. It will further
assist on customers by increasing their skills and knowledge about technology.
39

Theme 8) There are different factors in the purchase environment that influences you to
buy product or service.
Q 8) What are the major factors in the purchase environment that
influences you to buy product or service?
Frequency
a) Ambience 20
b) Value offerings 15
c) Accessibility 15
Interpretation: From the above mentioned table has been determined different number of
factors in the purchase environment that influences customers to buy product or service. 20 out
of 50 respondents have opinion as ambience is more effective factor within purchase
environment. As this factor directly impact on customer's buying behaviour about the products or
services. Ambience introduces as an another word for atmosphere in the meaning of the mood a
place or setting has. 15 out of 50 respondents have view as value offering is most effective and
attracting factor in purchase environment which will directly impact on consumers while
purchasing products and service from the business. Remaining 15 customers have idea as
accessibility of product or service major or effective factors that impacted over buying
behaviour. Therefore, majority of participants have to agree as Ambience is major and useful
40
a) Ambience b) Value offerings c) Accessibility
0
2
4
6
8
10
12
14
16
18
20
20
15 15
Column B

factors within environment which will be effected on clients while buying goods and services.
As it will further impact on customers by improving brand image and goodwill of business in
their mind.
41

Theme 9) The product type affects your buying behaviour.
Q 9) According to you, does the product type affects your buying
behaviour?
Frequency
a) Yes 44
b) No 6
Interpretation: This graph has been interpreted opinion of customers about the product type and
its influence on their buying behaviour. 44 out of 50 respondents said yes as product type is more
effective factor. There are mainly four types of products which are convenience, shopping,
specialty, and unsought. These are major types of products that impact on consumers buying
behaviour about the specific product or brand. Remaining 6 respondents were not agreed about
the same. They said as product type is not a main factor which impacted on buying behaviour.
Product quality, brand, price of the product etc. are also main factors that were directly impacted
on buying behaviour of clients. Thus, majority of customers were agreed which will be essential
for the success and development of business in given time duration. Along with this, product's
type is significant factors for customers because it will assist them its behaviour while buying of
products or service.
42
a) Yes b) No
0
5
10
15
20
25
30
35
40
45
44
6
Column B

43

Theme 10) People feel marketing channels have huge influence over the purchasing
behaviour of customers.
Q 10) How much influenced do you feel marketing channels have over your
purchasing behaviour?
Frequency
a) Large Influence 25
b) Medium Influence 20
c) Not Sure 5
Interpretation: It has been determined feeling of people towards marketing channels and its
huge influence over the purchasing behaviour of customers. There is different kind of marketing
channels such as digital marketing, meeting etc. These channels have direct impact on
consumer's buying behaviour about the products and services. 25 out of 50 respondents said as
marketing channels have large influence on customer's buying behaviour. As it will positively
impact on customers while purchasing products or services. 20 out of 50 customers have opinion
as marketing channels influenced in average manner. They said as these channels supports by
providing accurate data or information regarding the price, products, size etc. Remaining 5
44
a) Large Influence b) Medium Influence c) Not Sure
0
5
10
15
20
25
25
20
5
Column B

respondents not sure about the same. Thus large number of customers have view as different
channels of marketing are largely and positively impacted. As it will support an enterprise by
maximising customer's base and also improving its brand image or goodwill smoothly.
Theme 11) The key factors that affects consumer's behaviour.
Q 11) What are the key factors that affects consumer's behaviour? Frequency
a) Cultural Factors 10
b) Social Factors 10
c) Psychological Factors 20
d) Personal Factors 10
Interpretation: The consumer behaviour is related to study how the people decided to buy
specific goods over other and underlying factors which impact their behaviour. The behaviour of
a consumer is impacted through some factors. There is a need to marketer to understand actions
of customers at marketplace. As per the opinion of 10 respondents that cultural is one of the main
factor because it consists different factors like sub- culture, broad culture and the culture of
social classes. On the other hand, there are 10 respondents and according to them, social factors
impact on preferences as well as requirements of consumers. In this, customers response to
45
0
2
4
6
8
10
12
14
16
18
20
10 10
20
10
Column B

brand, product and the company which are mainly influenced through number of the social
factors such as role, family, status and many others. There is a requirement to the marketer to
examine different social factors to cater needs in an effective manner. 20 respondents are
agreeing with the psychological factor because dominants between them consists perception
learning, attitudes and motivation. It is complex to analyse effect of the psychological factors. In
this, manager should try to understand the main role which factors plays in making effective
purchase decisions. According to 10 respondents, personal factors are mainly impact on
behaviour of consumers significantly.
46

Theme 12) There are multiple aspects that are mainly affects on buying behaviour of
consumers.
Q 12) According to you, which aspects are mainly affects on your buying
behaviour?
Frequency
a) Product Type 10
b) Product Price 10
c) Brand Image 15
d) Quality of product 15
Interpretation: From above shown picture, it can be summarised that out of the total of 50
people, 10 person believes that type of the products impacts their buying behaviour. If the
product is of good use then they will buy it even if it seems them little bit expensive. Other 10
respondents consider that they consider the price of product before buying it. According to them
if the product is of less price, they will more likely to buy it in comparison with those products
which are heavily priced. Another 15 persons have different perspective; they said that for them
their buying behaviour depends upon the brand image. If the image of brand is good, they will
47
a) Product Type
b) Product Price
c) Brand Image
d) Quality of product
0
2
4
6
8
10
12
14
16
10 10
15 15
Column B

consider buying that good. Remaining 15 individual said for them quality of the product matters
the most. They are ready to pay more for those products which are of good quality.
Theme 13) A positive market environment affects on your buying behaviour.
Q 13) According to you, a positive market environment affects on your
buying behaviour?
Frequency
a) Yes 45
b) No 5
Interpretation: This graph has been determined opinion of customers as a positive market
environment affects on their buying behaviour or not. Marketing Environment can be determined
as the different internal as well as external factors that surround the organisations on a day to day
basis or impacts the marketing strategies and another operations of the firm. For this 45 out of 50
respondents were agreed while remaining 5 respondents not agreed as per the same. Therefore,
majority of participants have agreed as market environment positively influenced on buying
behaviour of customers. It will further impact on an organisation to increase number of
customers and gain better advantages within given time duration.
48
a) Yes b) No
0
5
10
15
20
25
30
35
40
45
45
5
Column B

Theme 14) There are different setbacks in marketing of a product of service.
Q 14) What are the major setbacks in marketing of a product of service? Frequency
a) Offensive language 20
b) Nudity 10
c) Lack of relevance 20
Interpretation: Above mentioned table has been concluded different setbacks in marketing of a
product of service. For this, 20 out of 50 respondents have opinion as offensive language is main
setbacks in marketing and helps a business to market their products or services. 10 respondents
have idea as nudity is main setbacks. And remaining 20 customers have view as lack of
relevance is effective setbacks in marketing. Thus, majority of respondents have view as
offensive language and lack of relevance is one of the main setbacks within marketing of goods
and services to the customers.
49
a) Offensive language b) Nudity c) Lack of relevance
0
2
4
6
8
10
12
14
16
18
20
20
10
20
Column B

Theme 15) The factors that changes your decision while purchasing products and services.
Q 15) What are the factors that changes your decision while purchasing
products and services?
Frequency
a) Offers and Discounts 15
b) Gifts 10
c) Good salesmanship 15
d) Uniqueness of the product 10
Interpretation: This graph determined different number of factors that directly change decision
of customers while buying products and services from business. 15 out of 50 respondents have
opinion as offers and discounts is one of the main and effective factors that impacted on buying
behaviour of clients. 10 respondents have view as gifts are main factor that effect on purchasing
behaviour of customers. 15 respondents have knowledge as good salesmanship is main and
effective factors that directly modify decision of customers while they goods and services.
Remaining 10 customers have opinion as uniqueness of the product is another main factor that
impacted over customers while they buy products as well as service from the business.
50
a) Offers and Discounts
b) Gifts
c) Good salesmanship
d) Uniqueness of the product
0
2
4
6
8
10
12
14
16 15
10
15
10
Column B

51

Discussion of Secondary Data
The Concept of Consumer Behaviour
Considering above mentioned information, it has been summarised that consumer
behaviour can be described as a kind of psychological procedure including client emotions. It
can be considered as an investigation of way to select clients, groups or institutions and their
preferences of buying, utilising and disposing goods, ideas as well as services. It is very
important for a business to analyse desires of customers in order to manufacture appropriate
product to satisfy them, which facilitate to increase profitability and goodwill of brand in market.
Meanwhile, it has been analysed that behaviour of people is responsible for changing the trends
and atmosphere of market. It is a significant aspect to determine actual needs, wants and
demands of consumers in order to satisfy them effectively. Moreover, it has been identified that
making changes in services or goods impact positively in loyal customers who helps to attain
better productivity as well as profitability.
On the other hand, it has been summarized that study of consumer behaviour is helpful
for an organisation to identify specific non-satisfied desires of citizens in order to fulfil them
accordingly. It involves making an appropriate decision making to modify the product in such a
manner so it will fulfil remaining needs of people and increase its effectiveness which is
favourable for brand image. However, it will provide support to attract new customer towards the
product along with the retaining current ones that facilitate to increase growth of the business
respectively. In addition to this, it consists the importance of conducting investigation regarding
analysis of actual demands of people. Moreover, it involves requirements of scanning and trends
related to operations at market place, lifestyle, developing influences and income level.
Meanwhile, study of consumer behaviour is favourable to understand about make correct
decision in regards to marketing as well as public relations.
The Influence of product type and purchase environment on consumer behaviour
From the above literature review, it has been summarised that product get affected by
consumer behaviour due to their modified preferences and choices of buying. It includes the
changed chances and desires of customers according to which market trends get modified by
changing collection of products to satisfy clients. Meanwhile, it includes the fact that
development of goods is very important to attract new customers and retain loyal clients which
can be done through analysis of new choices of them. It is favourable to present gods and
52

services with new packaging and offers with attractive offers in order to increase customers for a
particular brand in market. However, development of products provides support to avoid
diversion of people to another brand along with helping to gain competitive advantage.
Additionally, it includes the aspects of making change or modification in respect of fashion,
trends and living standards with the help of providing variety of desired facilities to fulfil needs
of people respectively.
53

It has been concluded that product type and relevant changes impact deeply on market condition
and atmosphere due to various trends of products that attract customers accordingly. It includes
the criterion of make modifications in goods as per changed desires of people that helps to retain
customers along with satisfying them. Meanwhile, it is observed that taste and preferences of
customers get modified after specific period of time as they get bored of using similar products
or services. However, if organisation will not change its product then clients will select another
brand to fulfil their actual desires which reduce profitability of the company. Moreover,
company should make changes in product to attract fresh consumers along with retaining current
ones in terms of avoiding shifting of customer to another brand in market. Furthermore, an
important factor should be considered that is price of product which should be increased while
developing goods and it should be budget of common citizen to afford it easily.
The Variety of marketing channels and their influence on business operations
With the help of analysing above mentioned data, it has been concluded that marketing is
important aspects for every business in order to promote their products among customers in
market. It includes the motive of providing attractive information about product which helps to
gain new customers for brand that facilitate to enhance profits of an organisation. However, it
includes the utilisation of different types of marketing channels in order to promote product in
more effective as well as efficient manner. Meanwhile, it has been evaluated that marketing
channels plays an important role as they are the routes of specific product to reach the desired
customers or buyers of business purchase. In addition to this, appropriate marketing channel is
required to be used for promoting the goods which helps to cover more population at one stroke.
Moreover, it is observed that several marketing channels affect operational activities of business
including dual distribution, indirect channel, direct selling and so on.
It has been summarized that marketing channel can be considered as a kind of an inter
organisational system which consist manufacturing of concepts, goods and facilities available to
consume via increasing possession, place & time. However, it consists direct selling that refers to
sell goods at fixed retail location in which intermediate is not involved. It will affect positively in
regards of operational activities of business due to selling of product directly customer that
provide better profits. Marketing is an important aspect because it consists the criterion of selling
product with the help of attaining satisfaction of customers. Meanwhile, it has been analysed that
indirect channel can be described as method of involving certain intermediaries including
54

retailers and wholesalers who provides product to clients. Moreover, it is observed that retailers
are gain suggestions and feedbacks of customers and transfer this information to company
executives according to which operational activities get affected in terms of developing the
product for satisfying needs of people. Furthermore, dual distribution consists to utilise more
than one channel in terms of reaching end customer in which conflict may occur due to use of
more technique for attracting same target market. Additionally, reverse channel refers to use
technology in terms of begin with client to intermediary to manufacturer which focus on concept
of making profits through recycling or resale of products accordingly.
The Role of marketing channels in developing the positive consumer behaviour
Considering the above data, it has been summarised that marketing is itself a beneficial
aspect in terms of developing positive consumer behaviour. It is helpful to provide proper
information to customers about goods or services of an organisation along with convincing them
to buy the same. However, it consists the utilisation of various marketing channels which helps
to determine actual desires of people along with analysing market trends which facilitate to make
modification in current products to satisfy clients in effective way. In addition to this, it is very
important to listen complaints and new demands of people carefully and provide relevant
knowledge to operational department of company. Basically, it will supportive to manufacturers
to make suitable modifications in goods according to desires of people which facilitate to achieve
positive response of customers. It is favourable to motivate consumers to become loyal for brand
and develop trust factor in market. Moreover, it is important to use appropriate models of
marketing to gain positive consumer behaviour from number of alternative options. Furthermore,
it involves several marketing models such as marketing mix, stimuli (internal & external), buyer
characteristics and decisions in which suitable one can be selected to gain better outcomes in
business.
55

CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion
As per the all above discussion, it has been concluded that the main factor which impacts
on business is consumer behaviour. This terms defines concept of how individual ideas for a
particular product or service, satisfy their needs and wants. Therefore, before offering any
service or goods, it is essential for organisations to analyse why customers buy a specific product
and what pushes them to purchase the same. This would help in providing commodities as per
individual wants so, that chance of sales enhancement and improvement can be increased. In this
regard, the main aspects which influences consumer behaviour is marketing function, where
usage of different marketing channels for promoting products, help in bringing more awareness
among customers about business. By using different digital marketing channels like social
media, Facebook pages and more, a company can easily influence the targeted audience towards
its services. In this regard, marketing factors like product design, different pricing and
promotional strategies, packaging, positioning of company and distribution, etc. also helps in
attracting customers towards products and services. Along with this, through these channels,
organisations can also promote their businesses in various countries that help in engaging
international customers with services more efficiently.
Marketing channels also aid enterprises in identifying the purchasing needs and demand of
targeted audience, so that products can be offered accordingly. While factors that shows why
customer behaviour change includes personal factors like age, income level, gender education
and more; psychological factors such as perception about company’s products, buying motives
etc. Furthermore, it has been analysed through this research that product features and quality also
improved, if a company can identify its customers’ requirement. Hereby, through utilisation of
marketing channels, organisations can also evaluate new trends of marketplace that attracts
particular targeted group. This would help companies in making modifications or adding more
features in products, to make them available as per client wants.
Recommendation
It is being recommended to a business organisation as to effectively conduct their activities
relating to promotion and marketing in best effective and ethical manner as to provide accurate
and detailed required information of product to customers. This will not only aid them to attract
56

large base of customers but further help them to gain customer loyalty with the help of which
they can acquire more market share as well as competitiveness as compared to rivals. In addition
with this organisation is also recommended undertake best effective channels of marketing as
these play a crucial role as to reach out to target and desired group of customers. Further business
organisation is recommended to take advantage of best effective form of promotion as to attract
customers. Along with this in order to ensure long-term customers durability business
organisations are required to provide after selling services to customers as with the help of this
they can able to retain their customers for long term. This significantly aids them to maintain
competitive position in Marketplace that further helps them to gain more market shares. It is also
essential for business organisation to satisfy needs and demands of customers as per according to
their needs and demands for this it is essential for business organisation to conduct formative
research in Marketplace in order to analyse the current prevailing demands and preferences of
customers. As with the help of this they can able to provide product and services as per
according to customers taste. In addition with this organisations are recommended to make
regular modification as per according to current trend in Marketplace as with the help of this they
can ensure your long-term sustainability of the products in market.
Further business is recommended to take use of appropriate form of models of marketing in
order to positively attract customers. It has been analysed that customer behaviour is a process in
which behaviour, emotion and psychological aspects of customers is being analysed by business
organisation as to offer them desired set of products and services. Thus, an organisation is being
recommended to determine actual needs and wants of customers as to further satisfy them in best
effective manner. In addition with this recommendation is being given to Organisation in relation
to undertaking regular changes in their products and services, as with the help of this they can
positively attract the loyal customers that further aid organisation to increase their profitability
and productivity in best effective manner. Further organisations are recommended to provide
essential and necessary information’s of products and services to their customers as this they will
not only aid them to increase level of loyal customers but also help organisation to develop best
effective form of public relations that directly and indirectly aid organisation to gain maximum
advantages in Marketplace. It has been evaluated that in this modern world technology is
changing with fast phase that bring dynamic modifications which are required for organisations
to undertake as to gain more competitive advantages as compared to competitors and later attract
57

large base of customers in order to maximize their profitability. Thus, organisation is
recommended to satisfy their customer’s best effective manner. This can be done with the help of
observing that taste and preferences and modify product and Services within time as to increase
efficiency of existing product. Thus organisation is recommended to effectively understand each
and every aspect related to consumer behaviour as it is essential for organisation especially
before launching of their products and services as if organisation fail to read consumer mind then
they may end up with loss. It has been analysed that consumer behaviour is usually Complex
because each and every consumer have different attitude towards product and services. Thus it is
essential for organisation to understand consumer behaviour as to market their products. For this
organisation is recommended to undertake constant change in their organisational structure and
Technology.
Marketing of products is mainly depend on consumer behaviour thus organisation is
recommended to take advantage of best effective form of marketing tool in order to meet their
sales objectives. With the help of this company can able to attract customers in best effective
manner and influence them towards their products and services while enjoying profitability and
productivity in sustainable manner. This will aid organisation to attract customers in cost
effective way. It is essential for organisation to conduct their operations and formulate business
strategy in cost effective manner. Further it has been analysed that in order to attract fresh
customers with new products it is essential for organisation to encourage them with attractive
offering. For this organisation is recommended to offer sample products to customers. In
addition with it has been analysed that marketing act as one of the most essential element with
the help of which organisation can sell their products in order to attractively satisfy customers.
For this organisation is recommended to formulate smooth relationships with wholesalers and
retailers as they are the main mediator through which company can reach towards end customers.
Thus, as per the above mentioned discussion organisation is recommended to make sure that they
take advantage of new technology as to satisfy customers with best and further ensure more
competitive advantages as compared to their competitors. In addition with this it has been
recommended organisation to take regular suggestion and feedback from their customers as to
create a sense of belongingness among customers. With the help of this organisation can not
only able to attract customers in best effective manner but can also ensure high profitability that
further lead towards more growth prospects and long term sustainability.
58

REFLECTION AND ALTERNATIVE RESEARCH METHODOLOGY
Reflection
If it is talked about overall investigation, at the initial stage of research I was filled with
enthusiasm as I had full confidence that with the help of present dissertation I can able to gain
best effective form of knowledge on present topic. With the help of this I can effectively able to
improve myself in a continuous manner that significantly impacted on my performance level in a
positive manner. It has been determined by me that in the process of conducting whole research
certain form of issues has been faced by me. Present research include diverse range of aspects
which is linked with customers behaviour that developed my interest as to gain in depth
knowledge on particular topic and find out best answers of questions in order to develop
objective as to further conducted investigation. In addition with this at the first stage when the
proposal was developed by me I was basically unable to evaluate related articles as well as
information on consumer behaviour but what influenced me that is consumer behaviour is being
considered as one of the hottest topic. While if it is talked about research methodology with the
help of taking use of Mix investigation I can effectively able to conduct research, with the help
of this framework I become pretty much confident that with the use of qualitative and
quantitative approach I can effectively able to accomplish research objectives and accomplish
research goals in particular time period. While conducting research there was a time when I felt
unsecured, but with the formative assistance of my lecturer I can able to overcome them in best
effective manner. Thus this dissertation provides me an experience with the help of which I can
able to conduct research in well effective manner in future. In addition with this, in order to
conduct research in certain situation I face issue as to collect relevant and suitable information
and article in order to accomplish research in best effective manner with qualitative set of data.
This problem has been overcome by me with the passing time. Thus with the help of this
research I have formative set of knowledge relating to particular research topic which is
consumer behaviour that further expand many opportunities for me.
Alternative research methodology
It is the technique that is used to find solution of any defined problem or issues. Moreover,
with alternative research method, strategies can be gather into right and much positive manner or
scope. Alternative research is used to gather much reputed solution of any defined problem with
59

purpose to seek to solution of any right and adequate issues or problem. With extra solution or
mechanism, focus may be given to carry right measurement of sensitive topic to the right
direction of the information. Data collection method such as bulletin boards, blog and webcam
interviews are some of the alternative research method:
Bulletin boards: It is another research technique, which is mainly used to collect data and
information from people by informing them by placing information on the notice board. Also,
with this person can seek or share his/her information in personal to protect its secrecy. With
bulletin board, information can be pass onto many people and attracts their attention.
Blogs are typically used as homework or pre-work to either other online or in-person
work. While these provide consumer-driven content, participants are given 'assignments' to direct
behaviour and feedback that will be most useful for the study.
Webcam interviews can allow people to have one-to-one discussions with clients or
company across the country. They also can be used in website usability work based activities,
simple concept or packaging work, or even making discussion with the accurate information
about people or their values. Intention is to build secrecy with other people.
With alternate research methodology mainly given to series of confidential information
and data to go with right accumulation of results or outcomes for research and work based study.
Clients are often unfamiliar with the variety of tools and techniques available or unclear about
how those tools can be used together to get the very best information possible for a given project,
target, or idea.
60

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