The Effect of Marketing on Individual’s Buying Decisions’
Research Skills
‘The effect of marketing on individual’s buying decisions’
Research
There are various factors that companies must consider when they research a customer’s buying behavior. These include the customer’s personality, gender, self-concept and their state of life.
Self Concept: By tailoring their marketing strategy to give the message that a product or service will improve our lives, customers believe that they are bettering themselves by buying these products. The Army’s “Be All That You Can Be” slogan is a good example of this: by joining the army, you will become a better version of yourself.
Gender: Men and women shop differently. One study by Resource Interactive, a technology research firm, found that when shopping online, men prefer sites with lots of pictures of products; women prefer to see products online in lifestyle context—say, a lamp in a living room. Women are also twice as likely as men to use viewing tools such as the zoom and rotate buttons and links that allow them to change the color of products.
Consumer’s age and state of life: As we grow older, we change our ideas about what we want and need to buy. Companies are cleverly able to market in a way that can target different age groups and offer a product or service that will make these different groups think they need them.
Methodology
The aim of the research is to investigate the effect of sales promotions on individual’s buying decisions. More specifically, this approach will compare male and females aged between 20 and 25, and try to find out what influences and impacts their buying decisions. Thomas (2009) indicates that a reliable and effective method when collecting data is a significant element of the research; both qualitative and quantitative methods would be used for continuing this research. This research will choose a focus group as the main method for our study.
A focus group is a form of qualitative research used to form a discussion with people and
‘The effect of marketing on individual’s buying decisions’
Research
There are various factors that companies must consider when they research a customer’s buying behavior. These include the customer’s personality, gender, self-concept and their state of life.
Self Concept: By tailoring their marketing strategy to give the message that a product or service will improve our lives, customers believe that they are bettering themselves by buying these products. The Army’s “Be All That You Can Be” slogan is a good example of this: by joining the army, you will become a better version of yourself.
Gender: Men and women shop differently. One study by Resource Interactive, a technology research firm, found that when shopping online, men prefer sites with lots of pictures of products; women prefer to see products online in lifestyle context—say, a lamp in a living room. Women are also twice as likely as men to use viewing tools such as the zoom and rotate buttons and links that allow them to change the color of products.
Consumer’s age and state of life: As we grow older, we change our ideas about what we want and need to buy. Companies are cleverly able to market in a way that can target different age groups and offer a product or service that will make these different groups think they need them.
Methodology
The aim of the research is to investigate the effect of sales promotions on individual’s buying decisions. More specifically, this approach will compare male and females aged between 20 and 25, and try to find out what influences and impacts their buying decisions. Thomas (2009) indicates that a reliable and effective method when collecting data is a significant element of the research; both qualitative and quantitative methods would be used for continuing this research. This research will choose a focus group as the main method for our study.
A focus group is a form of qualitative research used to form a discussion with people and
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