MSc Dissertation: Marketing Channels Impact on Consumer Behaviour

This dissertation, submitted for an MSc in International Marketing Strategy, explores the impact of marketing channels on consumer behavior. The research examines how different marketing channels influence consumer purchasing decisions and overall behavior. The study includes an overview of research, background, rationale, aims, objectives, and research questions. It provides a comprehensive literature review, covering consumer behavior concepts, the influence of product types and purchase environments, and the impact of various marketing channels on business operations. The research methodology details the type of investigation, research philosophy, approach, design, data collection methods, sampling, data analysis, and ethical considerations. The findings are presented through data analysis and interpretation, with discussions of primary and secondary data. The dissertation concludes with recommendations and reflections on alternative research methodologies. This comprehensive analysis aims to analyze the 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
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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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