Download file to see previous pages...
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:
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.
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
...Download file to see next pagesRead More
The attitude of consumers towards a product or brand plays a key role in influencing the success or failure of the company's marketing strategy. The type of attitude i.e. positive or negative towards a brand, may lead the consumers to either completely abandon the product or increase brand loyalty, depending on the consumer's experience regarding the product, which in turn is created by the marketers through a series of marketing tactics including advertisements.
onsumer Behaviour 15 The Case of Dulux 16 Conclusions 17 References 18 Introduction The paper focuses on to study the impact of the marketing mix elements of a Consumer Branded Company on the Consumer Behaviour approaches pertaining to Cognitive, Affective and Behavioural responses.
The marketing therefore, provides the necessary linkages to facilitate the awareness, needs and access to the products by the consumers. In the current times, the globalization and technology have contributed to a paradigm shift in the consumer behaviour.
Success, in fact survival of the business is dependent on business’ capacity of understanding its customers (Evans, Jamal, and Foxall, 2010). Acknowledgement of the importance of this fact has given birth and rise to domain of study of consumer behaviour.
Red Bull, being an energy drink has a naturally defined consumer based. By age limits, the company targets 16-29 year olds while profession wise, the company focuses on those who are working in tough environments to prove their product to be a facilitation and a method of regaining their energy.
Aside from the health benefits that cycling can give to the city’s population, using an e-bike can also contribute in lessening the carbon fingerprint of the whole city and also greatly reduce their need for fossil fuels (Jamerson and Benjamin, 2009; Lamy, 2001).
For the very beginning, the aim of adverting campaign is to represent feelings about modes of conduct and values. The image of a product is based on "checky and naughty kind of sex appeal" (Case study). It is possible to say that milk drinkers represent mono-culture which reflects the belief in health conscious products.
ore is the internal process which provides knowledge and information to consumers to influence their decisions whereas the consumers’ culture is the external process (Abramovich). In this report, the consumer decision making process of Red Bull has been discussed. The scope of
Theory would seem to dictate that knowledge of consumer behaviour and their motivations will dictate whether one marketing strategy is successful over another, through incorporation of consumer behaviour and motivation as considerations of marketing activities.
20 Pages(5000 words)Essay
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Essay on topic CONSUMER BEHAVIOUR - case study for FREE!