MRM Analysis: Customer Behaviour as Input for Marketing Strategy Dev

This report provides an analysis of customer behaviour as an input for marketing strategy, drawing from a literature review of academic publications. It examines the consumer buying decision process, evaluating various articles, models, and theories. The report highlights the importance of understanding consumer behaviour, including factors influencing decision-making and the role of demographics. It critiques methodologies used in researching consumer behaviour, such as the market value model and case studies, discussing their contributions and limitations. The research emphasizes the significance of aligning marketing strategies with consumer behaviour to enhance organizational performance and sustainability, recommending directions for future research in this area. Desklib provides a platform for students to access similar past papers and solved assignments.

Management Research
Methods (MRM)
Analysis of customer behaviour as an input for marketing
strategy

Table of Contents
Introduction......................................................................................................................................2
Literature Map.................................................................................................................................3
Research Questions, Theories, and Methods...................................................................................7
Comprehensive Critique of two well-researched methodologies in the review literature...............9
Article 1.......................................................................................................................................9
How was the Research method applied?.................................................................................9
A contribution of the method to Theory and Research..........................................................10
What gaps the method may leave..........................................................................................11
Article 2.....................................................................................................................................11
How was the Research method applied?...............................................................................11
The contribution of the method to Theory and Research......................................................12
What gaps the method may leave..........................................................................................12
Conclusion.....................................................................................................................................14
References......................................................................................................................................16
1

Introduction
In the last few years, the behaviour of the consumer and their decision-making process has
become more advanced that has become the topic of the discussion in the societies and in the
organizations too. It is necessary to make the research investigation in the consumer behaviour as
it contribution make the society grow and develop (Xu & Chen, 2017). For the further research,
the study highlights the extensive literature review with the academic publications. It focuses on
the buying decision process of the consumers in the marketing and their status. By evaluating the
different articles, models, theories, journals the study is effectively evaluated and discussed in
the research. The term consumer behaviour can be stretched by studying the nature that includes
when, why, how and where people do or do not make transactions. It is necessary to understand
the buyer decision-making process may be within the group or in the individual. The studies
characterized the individual characteristics that involve the demographics and the behavioural
behaviour in order to meet the expectations of the consumers. The evaluation and analysis of the
behaviour consumer contribute in developing the marketing strategy of the organizations that is
demonstrated in the research project.
According to the Milner & Rosenstreich (2013), the study of the consumer behaviour is based on
the buying behaviour of the consumers that play the role of the buyer, payer, and user. The
customer relationship management, personalization, consumer retention and one to one
marketing is the function that develops the effective strategy for maintaining sustainability and
stability with the competitive environment. In the research project, the decision-making process
and the factors that influence the decision of the individual is discussed in the research project.
Furthermore, the methods that are used for conducting the management research and different
theories are also explained in the research project of the management. The study also
recommends the direction for the future research that is total focuses on the buying behaviour of
the consumers.
2

Literature Map
There are various methodologies that are used in the research that help in carrying out the
effective and accurate information. The different methodologies of the research help in
developing the mind mapping the research methods in order to accomplish the research in an
effective manner. The research is carried out by the Milner & Rosenstreich (2013), which
demonstrates the importance of the positive behaviour of the consumers within the workplace.
As per to him the concepts of the research methodology provides the insights to gain the
efficiency the research methods. In the management research, there are various methods are used
that help in gathering the data as relevant to the research topic. Theses research methods help in
gathering the data through the books, journals, newspaper, articles and so on. In the research
project, it illustrates that organization develops its marketing strategies on the basis of the
behaviour of the consumers that generates the quality of the standards in between the customers
and the organizations (Kim & Ko, 2012).
The author makes the reliability in its studies through adopting the mind mapping that are as
follows:
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Figure: 1
(Source: Crowe & Sheppard, 2012)
The mind map of the research methodology will help in highlighting the different methods that
are used by the Milner & Rosenstreich (2013) in his studies. The mind mapping highlights the
concept of the author as the research methods. It is the major part rather than drawing the full
picture the research methods that are demonstrated may include the research problems, research
areas, gap analysis, sampling techniques, research designs, data collection, data analysis and the
report findings. The mind map of the author is highlighting the brief description of the behaviour
of the customers that contribute to developing the effective management strategies. The mind
map shows that although the decisions of the customers may affect the decision of the
organizations. It predetermined the connection between the research area and the research design
that is chosen. It guides to supervise and top teach the concepts of the different management
research methodology that help in making the research more realistic (Paul & Rana, 2012).
Another author highlights the effect of the consumer behaviour on the organization's decision-
making process. according to the views of the Xu & Chen (2017), the marketing strategy and the
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customer behaviour are interchangeable that provide knowledge to the marketers to develop the
effective strategies for increasing the sales, high profit margins and marinating the competitive
suitability through developing the effective strategies that can deal the other strategies of the
competitors in the market. The benefit that is derived from the consumer behaviour is helping in
gaining the market knowledge and the developing the needs of the consumers by focusing on the
quality and the marketer's trends (Schoonenboom and Johnson, 2017). The market will able to
understand the techniques that help in delivering the right product to the right person that
resulting in the end sale. The study of the authors helps in studying the behaviours of the peoples
that are used in the marketplace as the marketing tool in order to reach the targets (Morgan,
2012).
The Xu & Chen (2017) adopts the Venn diagram to demonstrate the study. It is widely used tool
that is used for developing the tactful strategy. The author used this method to make the study
relevant to the topic and to make practising of the logical statement. This makes the difference
between the different views between the two authors.
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Figure: 2
(Source: Hill, 2015)
According to the Venn diagram, the data that is used in the research project has generated on a
lot of the qualitative analysis that includes the interview transcripts, focus groups, talking mat
representatives, mat diagrams, visualization, semantic coding and so on. It will help in making
the rich in the research literature. The different methodology that is used in the study makes the
relevancy, reliability, and accuracy of the data. Through using the different tools of the methods
the author was able to highlight the concept of the customer behaviour. The author highlights
that the purchasing power of the consumers and determine the behaviour of the consumers that
will help in determining the where what and when the concept of the consumers. The application
of the consumer behaviour determines and making the better marketing campaign and the
involvements of the social networking that involves the wide varieties of the ideas across the
customers. This study can be gathered through using the Venn diagram. The concept of the Venn
diagram helps in understanding the different kinds of the consumers that participated in the
engagement with the decision making process. The categorization of the customers is based on
the focus groups, interview transcripts (Stankevich, 2017).
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Research Questions, Theories, and Methods
The below table highlights the research question, different theories, and models:
Author Research questions Theories or methodologies
used.
Milner& Rosenstreich, (2013)  How CDM and
identifies its strength and its
weaknesses?
 How model enhances
the marketing decision or
organization and customers?
Market value model
Xu & Chen, (2017) What are the factors that
contribute to the process of the
customers?
Case studies
By conducting the academic research it is necessary to adopt the different methods of the
research that help in carrying out the research outcomes in an effective manner. The research
methodologies maintain the quality of the results; if it missed then the entire research was just
concentrating on the single theory that will make the worse results of the research.
In the research, the two sources of the two articles are considered that make the relevancy and
reliability of the research project. In the first article, the market value model is demonstrated that
add on the speciality in the research project. It is the unique model of the business in which the
market serves. This model is based on the combination of the customer's behaviour and
organizational behaviour. The study is conducted through the qualitative and quantitative
research in which the models highlight the importance of the behaviour of eth customers towards
the organizational behaviour. It evaluates its trade off quality, range, the price that is important to
invest in the value advantage (Adelene, 2018).
Another source-highlight the factors that contribute the effective decision-making process of the
customers in the organization by using the case study of the traditional shipping. The study
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highlights the traditional model by using the five-stage model of the consumer buying process
that helps the consumers to move towards the effective product and services. The different
research methods help in understanding the effectively analysing the behaviour of the consumers
with the context of the buying behaviour of the product, communication and so on.
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Comprehensive Critique of two well-researched methodologies in the review
literature
It is necessary to analyse whether the study is related to the qualitative data or the quantitate data
before analysing the two sources of data (Rahi, S., 2017). The main purpose of using the
qualitative data is to determine, predicting and investigating the relationship between the
different variables in the research literature that will contribute to developing the effective study.
With the contrast of the qualitative data, the qualitative data focused on the large sample of the
numerical data or the findings of the correlation that contributes to the generating the desired
outcomes (McKim, 2017). The research studies go in the more depth in order to determine the
behaviour of the consumer by using the different tools of the qualitative and the quantitative data
methods. It also focuses on the limitations rather than focusing on the broader part of the data
collection methods. The limitation that is identified in the research project is there is more
dependence of the qualitative data on the standardized procedure that will help in analysing the
study. The researcher failed to incept the issues and develop the wrong clarifications (Tutorials
point, 2018).
Article 1
Milner, T. & Rosenstreich, D., 2013. A review of consumer decision-making models and
development of a new model for financial services. Journal of Financial Services Marketing,
vol. 18 (2), pp., 106-120.
How was the Research method applied?
The study has applied the market value model in order to determine the behaviour of the
consumers. The study has been recognized that the different theories of the consumer behaviour
are suited for developing the financial market decision that is the new opportunities for the new
conceptual model. The article studies the model of the CDM and identifies its strength and its
weaknesses. The new conceptual model highlights the impact of the consumer behaviour that
contributes to the effective decision-making process and developing the marketing strategies.
The important element of the model recognizes the components the interaction rather than the
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consumers who follow the linear progression instead of the series of the stages. It reflects the
decision-making process with the context of the relevant development of the marketing decision
and enhances the markets to understand the process and the ability to influence in order to
increase the positive outcomes of the organizations (Flint & Woodruff, 2015).
The model that is discussed in the study is having the three main components that include input,
process and the outcomes. In which input includes the purchasing power of the consumers,
characteristic of the consumers and information sources. The process includes the needs of the
individual, information utility, evaluation of the alternatives and criteria development. The
outcomes include the purchasing decision and post-decision evaluation. Furthermore, the
research makes the relationships between the different varieties of the contexts and validation of
the model. The study demonstrates and analyses the research question by considering the
different behaviours of the different consumers.
A contribution of the method to Theory and Research
In the various research the variables that affect the decision making of the organization has been
highlighted but in this study the performance of the consumer behaviour in developing the
organizational decision process and the marketing strategy. The study highlights the importance
of building up the relationships between the consumers and the organization. Different research
methods are applied to the research applications that demonstrating the importance of the
delivering the right product to the right people at the right time. This will help in developing the
positive attitude of the individual towards the organization. The study demonstrates how the
topic of the consumer behaviour is trending in the market with the fact that the buying behaviour
of the consumer improves the operation of the organization and, marketing strategies that will
lead to the successful market automatically. Thus the consequences that are arises in the market
directly influence the purchasing behaviour of the consumers (Goswami, et. al., 2017).
Therefore the different methods of the research helps in knowing and understanding the buying
behaviour that sheds its light on the psychological behaviour of the consumers that include how
they think, feel and arguments on the selected topics such as brands, products and retailers and
how the consumer behaviour influences the motivation of consumer and decision-making
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strategies of the organizations. The methods lead to understanding the way in which marketers
can improve the marketing camping through effectively focusing on the consumer behaviour.
What gaps the method may leave
Though the outcomes that are derived from the research methodologies in the research studies is
effectively matching with the desired outcomes but besides that to leaves certain gaps that have
been realized within the study. In the study, the market value model is used that deliver the high
relativity in the project but there has been lack of the actual findings. The study needs to
highlight the factor that influences the behaviour of the customers but it only focuses on how the
consumer behaviour affects the management decisions. The gap that been highlight of the
research is that the study needs to demonstrate the way in which organization can determine the
attitude an behaviour of eth consumers towards the organization products and services. The
research can become more effective and strong if the methods of the study would make the
difference between the organizational behaviour with the consumer behaviour and vice versa.
Then the result that is derived must be more effective and more reliable to the study.
Article 2
Xu, B. & Chen, J., 2017. Consumer Purchase Decision-making Process Based on the
Traditional Clothing Shopping Form. Journal of Fashion Technology & Textile
Engineering, vol. 5, pp. 1-12.
How was the Research method applied?
The article and source applied the case study model that investigates the consumer purchasing
behaviour by considering the case study of the traditional clothing shopping in the textile
industry. The research methods are applied in the study that focuses on the consumer buying
behaviour especially on the factor that influences the customer's decision-making process. It
demonstrates the following:
 What is the momentum of the consumer decision making process?
 Which factor influences the decision process of the customers?
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