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Consumer Behaviour

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table of Contents

 

-Aim of study:

-Objectives

-What is the rationale for study?

-relevant theories:

THEORY OF PLANNED BEHAVIOUR:

-Research methodology:

-limitation of research:

Access:

Cultural and other kind of bias

Time:

-advantages and disadvantages of observation method

Advantages

Disadvantages

-Target market:

-Ethical & social issues:

-References

 

Psychological Effects on consumer's buying behavior towards Hair care:

 

 

 

-Aim of study:

  • My goal of study is to get knowledge and awareness among the list of people about hair care products also to know comparison between imported and local brands in shampoo.

-Objectives

  • To observe, how many peoples are brand conscious.
  • To observe, what's consumer's preference when purchasing the shampoo?
  • To observe, is price of a product motivate consumer to buy another product.
  • To observe, is advertising effect on consumer's buying behavior?

-What is the explanation for study?

In ancient times people use to wash their hair with soap and other things. Many herbs are used for hair care. While using change in technology and time shampoo is introduced in markets. Shampoo is an individual hygiene product which is very important in daily life. Now shampoo is one of the growing industry on the planet. It contributes a lot in twelve-monthly income. Therefore, it is essential to examine the reason why that why consumers need certain types and brands of shampoo. Usually consumer select shampoo according with their hair types. The main purpose of this research is that people will study consumer preferences and the factors which influences them to change between brands. Imported shampoo is dominate in markets therefore the aim of the study is to learn how much awareness people have regarding to shampoos or they just switch the brand on basis of convenience of their friends and relatives. And in addition collect the info about how precisely advertising effect on the psychology of consumer in case there is brand switching. This study will be helpful in calculating the assertiveness of your consumers to the consumption of shampoo. As well as other many reasons for the consumers about switching their brands which have been suited them. The purpose to buy shampoo is thus prejudiced by all these issues and it is essential for researchers to determine the actual or best leading factor that control consumer buying behavior.

 

-relevant theories:

THEORY OF PLANNED BEHAVIOUR:

According to Ajzen in 1988 the theory recommend a model which can measure how social actions are directed is named theory of planned behavior it forecasts the incidence of a particular behavior, providing that behavior is planned. The TPB is included of six concepts that jointly represent a person's real control over the behavior.

  • Attitudes - This states to the amount to which a person has a good or unfavorable valuation of the behavior of concern. It needs a deliberation of the results of performing the behavior.
  • Individual norms - This refers to the certainty about whether most people support or criticize of the behavior. It narrates to someone's opinions about whether aristocracies and folks of position to the individual consider she or he should include in the behavior.
  • Behavioral intent - This mention to the motivational conditions that impact confirmed behavior where in fact the strongly the intent to attain the behavior, further possible the behavior will be performed.
  • Social norms - This identifies the most common codes of behavior in a collection or people or larger social situation. Social standards are measured normative, or typical, in a group of people.
  • Supposed power - This refers to the supposed existence of issues that may ease or obstruct presentation of an behavior. Supposed power subsidizes to someone's apparent behavioral control above each of these influences.

-Marketing mix.

The marketing mix states to the set of activities, or policies, that a company uses to encourage its brand or product in the market. The 4Ps is one way of describe the marketing mix, and was first explained in 1960 by E J McCarthy. These 4p's are Product, Price, Place and Promotion. But, currently, the marketing mix little by little contains numerous other Ps like Positioning, Packaging, People and even Politics as vital mix rudiments. These 4p's tend applied in this study that how product, price and promotion attract customers. Possibly, customers can purchase low cost product which is same in quality with high cost item.

-Research methodology:

MARSHALL and ROSSMAN (1989) define observation as "the systematic description of events, behaviors, and artifacts in the social setting chosen for study". Observation is method of collecting data by viewing behavior, actions, or noticing physical appearances in their natural situation. Observations can be evident (everyone knows these are being observed) or secret (no one knows they are really being observed). The benefit of secret observation is that folks are more possible to perform naturally if they have no idea they are simply being observed. Nevertheless, we will typically need to conduct evident observations because of ethical issues linked to concealing our observation. Observations can be indirect or direct. Direct observation is in which we notice interactions, procedures and behaviors as they occur. Indirect observations are whenever we watch the results of interactions, procedures and behaviors.

I will do research through observation method. According to Earl R. Babbie 2009 Field observation also diverge from some other models for the reason that it is not just a data gathering activity. THEREFORE I observe customers through field observing method and by mechanical devices. That what should be in their mind when they will buy shampoo? Is promotions are influence on their buying choice if not they buy specific brand. To get my objectives study has been conducted in general stores, pharmacies and markets positioned in Saudi Arabia, Riyadh. Following will be the considerations what I want to do for field observation.

  • We have to have a permission to see in the location that people have selected. We have to be open with this task, but be alert not to interrupt others.
  • We must familiarize with location personally and observe the actions that happen.
  • While observing, make records of what we've seen and heard. Furthermore to written notes, we can also record observations by using camera or an music device.
  • After field observation we ought to also examine data to get meaningful information out of it.

For the observation through mechanical devices, camcorders, tape recorders are put on the event. Telescopic and microscopic lens are used in cameras. These cameras and devices are make record that can be analyzed later and may be used to demonstrate analysis report.

-limitation of research:

The limitations of the analysis are those features of strategy or approach that stuck or influenced the submission or explanation of the results of study. Some possible limitations are:

Access: Our study will depend on access people for surveys. If our access is denied if not limited, then it impact bad on research, the complexities for this must to be labeled.

Cultural and other kind of bias: Bias is whenever a person, place, or thing is observed or revealed in a steadily wrong way. In research process if we get notice for bias, we should be acknowledged and we ought to make clear what actions were taken to escape extending bias. Mostly there exists lot of cultural bias are in Saudi Arabia.

Time: time is one of the primary limitation because of this study because we have not enough time to see lot of consumers one at a time.

 

 

-advantages and disadvantages of observation method

Advantages

  • Collect the initial data at the time it just happened.
  • It is the one process available to gain certain type of data.
  • Subject seem accept an observational intrusion better then they react to questioning.
  • This method allows us more evidently to observed that what folks do, rather than depend on what folks say they did.
  • We get whole event as it happen in its natural environment.

Disadvantages

  • Observing someone is slow process which is expansive also.
  • Observing and recording equipment must be accessible at the place of event.
  • Incomplete as a way to study about days gone by.
  • Cannot observe rationale to use it themselves.
  • Even small scale observations take lot of your energy and we aren't sure to get the outcomes of your wants, so we have to estimate sensibly whenever we use this technique.

 

-Target market:

There is no target market because of this observation, we have to observe customers as many as we can.

 

DeWALT, DeWALT, and WAYLAND (1998) guide the researcher to take certain of the field notes openly to aid that the actual researcher is doing is gathering data for study purpose during the research process we ought to care for ethical and social issues.

  • Our research must not offend others.
  • We must respect the privacy to customers, rather than to observe them as in that they irritate.
  • We must have legal permission from the branch manager to conduct research in their place.

-References

.

  • E. Jerome McCarthy, 1987. Basic Marketing. Edition. Irwin Professional Publishing.
  • Marshall, Catherine & Rossman, Gretchen B. (1989). Designing qualitative research. Newbury Park, CA: Sage.
  • Earl R. Babbie, 2009. The Practice of Social Research. 12 Edition. Cengage Learning.
  • DeWalt, Kathleen M. & DeWalt, Billie R. (1998). Participant observation. In H. Russell Bernard (Ed. ), Handbook of methods in cultural anthropology(pp. 259-300). Walnut Creek: AltaMira Press.
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