Impact of Marketing Channels on Consumer Behaviour

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
1

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
2

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.
3

 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
4

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.
5