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Case study on BMP DDB advertising company - Essay Example

e consumers throughout the day, allows the researcher to identify why an individual's habits may vary according to unsystematic factors such as their mood, the time of day, and the weather. It critically shows the peculiarity in the customers’ behaviour that market researchers are desperately searching. For instance, a customer’s store purchase data may reveal that they buy foodstuffs, but cannot tell the combinations of the stuff the customer eats (Agbonifoh, 2002:97-116). The company’s first marketing research put ethnographic research into prospective. This approach was tested with a family group. The results obtained were then compared with more traditional approaches of profiling buyers. It was then established that the outcomes of the research revealed something about the buying behaviour of the family, using their lifestyle and buying patterns. The outstanding concern that the research needed to answer was whether this behaviour bore any authenticity (Baker and Bass, 2003:90-210). The amount of data gathered by the researcher regarding the family’s behaviour, within the research period, depicted a lot about the family. However, the recorded information about the family, although exhaustive and often precise, did not completely capture the habits and information that comprise the personality of the family. The research identified that the family held high value of money than the average people. On the contrary, though the data on family properly suggested that they enjoy lavish goods like high-quality foods and foreign holidays, it could not reveal any presence of life factors that influenced their purchasing decisions. Moreover, the information about the family clearly showed that though the family liked quality foodstuffs, they diverse their purchases...
This essay "Case study on BMP DDB advertising company" outlines the research of the consumers' behavior which was conducted by the BMP DDB advertising company. The amount of data gathered by the researcher regarding the family’s behaviour, within the research period, depicted a lot about the family. However, the recorded information about the family, although exhaustive and often precise, did not completely capture the habits and information that comprise the personality of the family. The research identified that the family held high value of money than the average people. On the contrary, though the data on family properly suggested that they enjoy lavish goods like high-quality foods and foreign holidays, it could not reveal any presence of life factors that influenced their purchasing decisions. Moreover, the information about the family clearly showed that though the family liked quality foodstuffs, they diverse their purchases between superstores and local discount shops (Baker and Bass, 2003:90-210). This suggested that the family also went shopping for products whose prices were discounted and cheaper. The family was able to show the researcher one of the products brought from the discount store. The family explained the reasons for such option, and the cost that could be incurred had they shopped from the supermarket. The family was able prided on their ability to hunt down bargains, and sometimes went shopping for luxurious goods when their financial muscle was adequate (Baker and Bass, 2003:90-210). ...Show more
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This essay describes the research that was conducted by the BMP DDB advertising company based in the United Kingdom. The aim of this research was to establish how the buyers’ behaviour could be understood by living with the tribes. The company employed an ethnographic approach…
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