Consumer Behaviour Study - Essay Example

4. Methodology The researcher used mainly primary sources of data collection methods in order to provide reliable results. This data would be used todiscuss the results in an attempt to find answers to the following topic: “Critically assess the importance of relationship marketing when planning a social marketing campaign: can a longer term approach be of benefit in changing the behaviour of young drinkers?” This section comprises of mainly four basic steps which are involved in the process of data collection. More often than not, the type of methodology used in a study is determined by the particular type of research being undertaken. Thus, in this case, qualitative research was used to generate data that is based on the participants’ own categories of meaning, it is useful for studying a limited number of cases in detail, and tends to collect data in realistic settings (Oppenheim 1992)).The availability of relevant resources and time also played a contributory role to the methodology used. Methodology helps to organize, represent, and analyze data and information in a bid to answer the research questions of the study. The following are the basic steps involved in this section of methodology: 1. Research design 2. Data collection 3. Sampling technique and sample size 4. Data processing, analysis and presentation Research design The research has been designed in a survey based which was meant to elicit information from a limited number of people believed to have the information being sought, those who were able and willing to communicate. Thus, this survey about a small group of youths was meant to count representative samples and make inferences about the whole population. The study sought to describe the perceptions and views held by the youths in response to a social marketing campaign meant to change their behaviour with regards to drinking alcohol. Data collection Qualitative data is any form of data that cannot be statistically quantified (Struwig and Stead 2004). In this case, primary data was gathered through interviews from the respondents in a bid to get their view about changing behaviour towards drinking alcohol. The interviews incorporated in this study were conducted face to face with the respondents. The interview questions were maintained at a simple level and easy to understand. As shown in Appendix 1, the questions were open ended and exploratory in nature and focus was on gathering information about the main topic within a short period so that the respondents could respond quickly without wasting their time and efforts. The advantage of the interview is that first hand information can be obtained from the respondents with regards to their opinions and views about the subject. Sampling technique and sample size selection The sampling method used for primary research conducted using interviews was based on non probability sampling procedure. In this scenario, the respondents who were available and willing to participate in the interview were given the chance to take part. This allowed the researcher to gain valid and reliable information. The sampling size of the survey included four respondents who were non students. Two male and two female teenagers were selected to give their views with regards to the issue of behaviour change in youths towards alcohol consumption. This sample size was believed to be balanced and representative of the general feelings of the population targeted for the study. Validity and reliability Validity and reliability are concerned with checking the status of the data collected if it is valid and reliable (Hofstee 2006). The research methodology employed was checked for validity and appropriateness by taking feedback from the instructors and the research supervisors. The validity and the reliability of the data gathered through the interview based survey were checked through the use of the triangulation technique whereby different questions were asked to the respondents to determine the integrity of the answers. Limitations of the study The limitations faced included the following: Limited financial resources. Limited time to gather all the necessary information Other respondents were not at liberty to express their views. 5. Findings A set of eight questions was administered to the four respondents individually in the survey and the following responses were obtained from them. When asked if they think drinking in youths is a problem, only one female respondent suggested that indeed it was. The other two male respondents and another female were of the opinion that a problem only arises depending on the consumption patterns but alcohol itself was not that bad. When asked about the dangers of alcohol, all the participants suggested that if alcohol is consumed in excess, it is likely to impair an individual’s judgment and can lead to injury or something not good. On the other hand, it can be noted that relationship marketing is concerned with identifying new values for individual customers for a lifetime of association (Berry, 1983, Gordon 1998). Essentially, the aim is to create an environment that is characterised by mutual understanding. The respondents interviewed agreed that excessive drinking was a problem if left unchecked he the realization that there are some benefits that can be achieved from not drinking in the long term. However, the youths have a feeling that anti-alcohol campaigns must not be portrayed in such a manner that will instill fear among them but they should be presented in a lighter way where the youths can see for themselves the benefits of not drinking in the long term. Establishing a relationship with the customers but youths in this particular case is very important. As far as social marketing is concerned, retaining existing customers is more important for organisations hence it is important therefore to assure that there is good quality of customer relationship (Patterson, 2007). With regards to changing behaviour of the youths, this strategy will go a long way in ensuring that they respond positively to anti drinking campaigns. The respondents suggested that there were enough measures in place to discourage the youths from abusing alcohol especially through social marketing but the youths have a tendency of taking the campaign lightly. Indeed to those who want to take heed of the messages carried in the campaigns, the respondents showed that these are the most effective way of dealing with the problem of alcoholism in youths as they are designed in such a way that are meant to portray the positive side of desisting from the bad habit of excessive alcohol consumption while still in the youthful stages. The respondents were of the opinion that banning alcohol advertising was not a solution since it will not stop them from drinking in the long run. They can simply go to the shop and buy some alcohol even without the aid of the advert. Otherwise, information campaigns through social marketing are more effective as they seek to continue raising awareness of the dangers of alcohol through portraying the real benefits of not drinking than portraying the negative side such as punishment or related negative impacts to health. 6. Discussion In their work, Hastings and Saren (2003), suggest that relationship marketing plays a big role in building long term relationships in social marketing. It can be noted that social marketing plays a big role especially with regards to changing behaviour with regards to issues such as binge drinking that often require long term change for the betterment of the life and welfare of those affected by it. Thus, this study sought to investigate the importance of relationship marketing when planning a social marketing campaign in a bid to find out if a longer term approach can be of benefit in changing the behaviour of young drinkers. What is interesting in the results obtained above is the fact that somehow, all the respondents are aware of the bad habit of binge drinking and its repercussions especially in their life. A reflection of the responses obtained show that about 50 % percent of the youth population just choose to ignore the anti alcohol campaign by virtue of cognitive dissonance developed over time. Some will tend to ask such questions like: Alcohol is not good but how bad is it? Some will find comfort and solace in drinking alcohol by virtue of claiming that some people are very old but they have been drinking alcohol from their early ages and they still drink it even in their old age. The youths are aware that excessive consumption of alcohol is detrimental to their health and they belief that messages meant for relation marketing are useful in raising awareness about health related issues to excessive drinking of alcohol. The youths believe that social marketing strategies should use the long term benefits of discouraging alcohol abuse than instilling fear among them. 6. Conclusion Over and above, it can be noted that the concept of relationship marketing is primarily concerned with establishing quality and long lasting relationship between the customer and the marketer. This strategy can be used as a viable tool with regards to changing the behavior of the youths especially with regards to binge drinking. In the study above, the data collected shows that social marketing plays a pivotal role in raising awareness of the benefits rather of not abusing alcohol than deal with the dangers of alcohol abuse. This strategy is meant to appeal to the target group in a positive way rather than instilling fear among them. 8. Bibliography Hofstee E. (2006). Constructing a good dissertation. Sandton. Epe. Oppenheim A.N. (1992), Questionnaire Design, Interviewing and Attitude Measurement, New Edition, Pinter Publishers New York Struwig F. W. and Stead G.B. (2004), Planning, Designing and Reporting Research, Pearson Education, SA 9. Appendix 1 Interview questions 1. Do you think drinking in young people is a problem? 2. What do you believe are the dangers of drinking? 3. Do you see any long term benefits of not drinking alcohol? 4. What do you think and feel when you see an anti-alcohol campaign? 5. Do you think enough is being done to solve the problem of drinking in youths? 6. Are anti-alcohol campaigns powerful enough to stay with you long term? 7. Do you think banning alcohol advertising or raising the legal drinking age would help the problem of drinking in young people? 8. Is there anything that you feel could be done to change the behaviour of young people toward alcohol so that the message stays with them longer? Read More