Running Head: Research Proposal Research Proposal Table of Contents Table of Contents 2 Research Statement 3 Background Information 4 Significance of the Problem 5 Literature Review 7 Managerial Implications 9 References 11 Research Statement Over the last few decades, the organizations and marketers have witnessed drastic and substantial variations in the buying patterns of the products and services in the consumer market…
On the contrary, previously marketers and organizations were able to comprehend the consumers buying behaviors and patterns through their experiences of selling the products to the consumers. However, firms and marketing decision makers lost direct contact with the customers with the augmentation of the market and organizations. Therefore, consumer-buying behavior is one of the most significant aspects for the organizations in today’s time to be acquainted with the buying patterns and habits of the consumers so that they can focus on their products or services to the market (Pride & Ferrell, 2008). Since the consumer market profoundly depends upon the buying behaviors of the customers, therefore organizations should understand the market before developing or designing any marketing strategies. As a result, to the constantly changing buying patterns of the consumers, consumer research has become one of the imperative methods for the marketers and enterprises where they are spending millions of dollars for the study of consumer habits. Moreover, consumer research allows the marketers to gain more knowledge about the consumer behavior and their habits of buying a particular product or service. Furthermore, this research also makes the enterprise identify and recognize with the response of the customer towards the overall product that include its features, price, advertising and several others over its competitors (Pride & Ferrell, 2008). The research will also lead to the surveillance that consumer enormously varies in age, income, education, taste and quite a lot of other factors. In addition, the consumer characteristics that influence their purchasing habits also include elements such as cultural, social, personal, and psychological characteristics. Therefore, the consumer research findings provide a great deal of assistance to the firms, as they are then able to determine the strong association between the marketing stimulus and the customer reaction. In addition, the consumer characteristics that deeply persuade the buying behaviors are constructive and valuable for the marketers to identify and understand the consumers that the firms are making an effort to influence them (Pride & Ferrell, 2008). In particular, the researcher will put efforts on the below mentioned research statement to achieve aims and objectives of the research: “To identify and analyze the influence of consumer characteristics on buying behavior?” Background Information Back in the old days, it was easier to determine what makes consumers buy what they buy. A market was just that- a marketplace. Bazaars and shops directly dealt with the customers they were selling products to and thus were aware of the moods and preference as well as how different contexts influence the consumption of various products (Pride & Ferrell, 2010). However, as time passed and the trade industry expanded, shops grew into brands and brands became large multinational companies, making it much more difficult for the shopkeepers to interact with the public to find out about their preferences (Pride & Ferrell, 2007). Thus, these companies started hiring firms and people whose only job was to find out what consumer behaviors affects their purchase and consumption of va ...
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Primarily, assumed risk can be lessened by a search for product reviews prior to the purchase. Moreover, the consumer can transfer from one form of assumed risk to another form that is of less effect on the understanding of purposes if this technique is unsuccessful. Also, the buying transaction can be delayed, hence postponing a risk scenario.
This research will begin with the statement that over the last few decades, the organizations and marketers have witnessed drastic and substantial variations in the buying patterns of the products and services in the consumer market. In other words, the organizations have come to an observation that the buying patterns of the consumers and their decisions have altered over the time.
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The planned timeline has been providing as a means of tracking the process of the research and making sure that the literature review is elaborately planned and finished according to schedule. (Kent, 2001). The synthesis at the conclusion of the discussion summarizes the principal theories encountered, identifies which are relevant for the study.
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