An Analysis of Consumer Behavior and Advertising: Research Proposal

This research proposal investigates the evolving landscape of consumer behavior in relation to advertising, focusing on the impact of digital marketing and social media. It explores the changing consumer preferences and decision-making processes, and the challenges companies face in building a...Read More

Research proposal

Table of Contents
INTRODUCTION...........................................................................................................................1
Literature review..............................................................................................................................1
Research methodology.....................................................................................................................2
Research plan...................................................................................................................................3
REFERENCES................................................................................................................................5

Topic- Current trends in consumer behaviour in relation to advertising.
INTRODUCTION
Recently, there has been a tremendous change in consumer behaviour due to the way
companies are advertising their products and services. It is because of change in ways and
methods by which advertisement is done (Gauns and et.al., 2018). Now, digital marketing is
highly been used which has allowed companies to communicate with their customers. Social
media has played a significant role in influencing consumer behaviour. Moreover, it has been
stated that the trends will highly impact on growth of companies. Furthermore, it has bought
changes in consumer buying behaviour and decision making process. There is complete change
in interacting with customers. However, major impact of consumer behaviour is on growth of
companies. They are not able to build a strong customer base.
Rationale of study
This aim of doing research is to evaluate current trends in consumer behaviour. Also, it
will show factors behind change in it. Moreover, study will help in determining what is the
impact on trends on company’s way of advertising.
Statement of problem
In recent times, companies are facing severe problem related to change in consumer
behaviour. The ads are highly influencing consumer taste and preference. In addition to it,
consumers are frequently switching business. They are not able to retain them for long term.
Aims and objectives
Aim – To analyse the influence of advertising on consumer buying behaviour: A study on Marks
and Spencer
Objectives
 To examine role of advertising in retail companies
 To analyse influence of advertising on consumer buying behaviour.
 To evaluate current trends in consumer behaviour
Research questions
 What role advertisements plays in retail companies?
 What is the impact of advertising on consumer behaviour?
 What are the current trends in consumer behaviour?
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Literature review
According to Udayan and Kurian, 2018, advertising is most effective tool which helps
companies to attract consumers. It influences customer mind and allows them to buy product.
Currently, social media is playing major role in connecting customer and changing their taste and
preference. A new concept has emerged that is known as S commerce. The social media
platforms form an important part in influencing consumer behaviour. In addition to it, the current
trends are allowing them to switch from one company to another easily.
There has been intense competition among companies within market. But it has turned
into bolstering vast number of opportunities. It has led to more interaction through technology.
Nowadays, businesses are focusing on new age consumers who are educated and conscious of
their preference. It has become essential for firms to resonate with emotional chords of
customers. It has evaluated that change in consumer behaviour is forcing companies to analyse
data so that effective process is developed. Now, consumer beliefs are been changes as they only
focus on reliable ads. Alongside it, current trends have emerged due to change in advertising
patterns. The concept of digital marketing has diverted minds of people. Due to it, there is
change in their behaviour. this has further impacted on their decisions and needs.
Research methodology
Research philosophy- It describes the ways in which knowledge data for the research can be
gathered and evaluated so that it can be used for research purpose. In present study interpretivism
philosophy will be applied.
Research approach - It refers to plan or procedure which states how data will be collected and
analysed. This is useful in conducting study in systematic manner and interpreting data as well.
Deductive approach will be applied by researcher.
Research type- It is the base of study which is related to collection of data. The information
gathered by scholar is useful in producing relevant results. Research type gives description about
which type of data will be collected (Visser, Schoormans and Vogtländer, 2018). The present
study will be based on both qualitative and quantitative type.
Data collection- It is a way or process of collecting data. It is most important element in
methodology because overall results are based on this. The data needs to be gathered from
authentic and reliable sources and then analysed. In this primary data will be gathered via
questionnaire.
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Sampling – In order to collect data, scholar needs to select participants by dividing population
into categories. This process is known is sampling. For this there are different data sampling
techniques available which helps in doing so. Here, random sampling technique will be used and
sample size will be 30 managers of Marks and Spencer.
Data analysis- It refers to interpreting data into relevant information so that aims and objectives
are attained. The data must be analysed in proper manner so that results generated are accurate
and precise. In present study, thematic data analysis will be applied to interpret data.
Scope and limitations
The results of study can be used by other retail companies in analysing consumer
behaviour and developing advertising strategies.
Limitations- The area of study is broad as it does not focus on specific trend and target
consumer. Also,
Research plan
Activity 1 to 2
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Identify
research topic
Review of
Literature
Drafting
Methodologies
Complete
Proposal
Designing
questionnaire
Collection of
data
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Analysing data
and
interpretation
Discussion and
Conclusion
Submitting
Resources
Cost – It is necessary that researcher gives estimation of funds that is required. For present
research total cost required is approx. € 1550.
Human resource- Man power will be required in order to perform task and activities of
research. The total HR required will be 50.
Materials – There are several materials that will be required. For example, stationary,
computers, etc.
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REFERENCES
Books and journals
Gauns, K.K. and et.al., 2018. Impact of Celebrity Endorsement on Consumer Buying Behaviour
in the State of Goa. IIM Kozhikode Society & Management Review. 7(1). pp.45-58.
Udayan, N. and Kurian, R., 2018. A Study on Consumer Buying Behaviour towards Organic
Agriproducts at Horticorp, Trivandrum.
Visser, M., Schoormans, J. and Vogtländer, J., 2018. Consumer buying behaviour of sustainable
vacuum cleaners-Consequences for design and marketing. Journal of Cleaner
Production. 195. pp.664-673.
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