Consumer Behaviour Article Analysis Report: Marketing Research

This report analyzes an article on consumer behavior, specifically focusing on how human attitudes and values predict online marketing responsiveness. The research explores the relationship between consumer segmentation, brand awareness, and purchasing patterns. It examines the research question of how online marketing and consumer segmentation serve differentiated marketing. The study employs a mixed-methods approach, utilizing both quantitative surveys and qualitative interviews. Key findings reveal that online marketing effectively analyzes human values, enhances responsiveness, and influences consumer behavior. The research contributes to the field of marketing by providing insights into segmentation and buyer patterns. The research's generalizability is discussed based on sample selection and result generalization. The report includes a summary of the article, research questions, theoretical background, methods, findings, and contribution to the field of marketing, along with a list of references.

Running head: CONSUMER BEHAVIOUR
Consumer behaviour
Name of student
Name of University
Author note

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CONSUMER BEHAVIOUR
Table of Contents
Summary of the article............................................................................................................3
Research question.....................................................................................................................3
Theoretical background and consumer behaviours concepts..............................................3
Research methods.....................................................................................................................4
Independent variables..............................................................................................................4
Dependent variables.................................................................................................................4
Main findings............................................................................................................................4
Contribution to the field of marketing...................................................................................5
Is this research generalizable? Why or why not?.................................................................5
References.................................................................................................................................5

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CONSUMER BEHAVIOUR
Summary of the article
“How Do Human Attitudes and Values Predict Online Marketing Responsiveness?”
The article represents the efficiency of online marketing and advertising done through
various online platforms for comparing consumer segmentation bases and also influence the
consumers’ buying behaviours largely. Based on the value and consumers’ attitudes and
behaviours, it has been directly related to the online marketing and the buyer’s choices made
on the basis of awareness of the brand and how well it has been suited to meet the purpose of
online advertising context (Scheuffelen, Kemper and Brettel 2019). Thus, the attitude based
segmentations of consumers have been linked with the purpose and effectiveness of online
marketing, which contributed to the value based segmentation as well.
Research question
 How well the online marketing and consumer segmentation serves the purpose of
differentiated marketing and better responsiveness among the customers regarding the
brand?
 Does the attitude based segmentation ensures management of awareness among
customers and influence their consuming behaviours largely?
Theoretical background and consumer behaviours concepts
Considering the comparison of segmentation bases, it has been found that the
relationship among the values, attitudes and behaviours have developed the value attitude
behavioural hierarchy that not only represented about the Human Attitudes and Values
predicting the responsiveness of online marketing, but also demonstrated about the creation
of awareness among the consumers (Kingsnorth 2019). With the online marketing targeted at
specific customer segments, companies have managed to create awareness among people in
large numbers, which automatically drove their behaviours towards consumption choices and

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CONSUMER BEHAVIOUR
selection of products and services too. The online marketing has also developed better and
differentiable marketing responsiveness and even influenced brand purchase behaviours
patterns based on the value based segmentation too. Thus, the ecommerce has been
facilitated, which drew more customers towards the website for making purchases online and
drive sales.
Research methods
The quantitative data could be obtained with the help of survey process managed
through distribution of survey questionnaires to the people where they would provide their
responses. The qualitative data would be gathered with the help of acquiring the responses of
managers considering as part of the interview session, both of which, constitute the primary
data, The secondary data has been collected by analysing various secondary sources such as
journals, articles, newspapers, documents and websites (Sutton and Austin 2015).
Independent variables
The independent variables are consumer behaviours, awareness and segmentation.
Dependent variables
The online marketing and marketing responsiveness are considered as the dependent
variables.
Main findings
The results or findings showed that the click and purchase related data for the
marketing responsiveness variables have captured the behavioural information about the
clients and understood their purchasing patterns or intentions. Also to be noted that the online
marketing has helped in analysing the human values and attitudes, which, thereby,
contributed to the enhancement of responsiveness and drove the consuming behaviours of
people largely too.

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CONSUMER BEHAVIOUR
Contribution to the field of marketing
The subject of the research has not only helped in dealing with the online marketing
concepts, but also has helped in understanding about segmentation buyer patterns (Pappas
2016). This would not only contribute to better acqusitions of knowledge about marketing,
but would also be beneficial for ensuring influence of consumers behaviours largely too.
Is this research generalizable? Why or why not?
The research is generalizable because it could help in expanding the research findings
as as conclude certain things such as by selecting a sample population and also by
generalising the results properly and accurately too.

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CONSUMER BEHAVIOUR
References
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
Scheuffelen, S., Kemper, J. and Brettel, M., 2019. How Do Human Attitudes and Values
Predict Online Marketing Responsiveness?: Comparing Consumer Segmentation Bases
Toward Brand Purchase and Marketing Response. Journal of Advertising Research, 59(2),
pp.142-157.
Sutton, J. and Austin, Z., 2015. Qualitative research: Data collection, analysis, and
management. The Canadian journal of hospital pharmacy, 68(3), p.226. Pappas, N., 2016.
Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal
of Retailing and Consumer Services, 29, pp.92-103.