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Birmingham Business School
Table of Contents
TOC \o "1-3" \h \z \u HYPERLINK \l "_Toc373252256" Chapter 1 - Introduction PAGEREF _Toc373252256 \h 2 HYPERLINK \l "_Toc373252257" Chapter 2 - Methodology PAGEREF _Toc373252257 \h 4 HYPERLINK \l "_Toc373252258" 2.1 Research Approach PAGEREF _Toc373252258 \h 4 HYPERLINK \l "_Toc373252259" 2.2 Instruments PAGEREF _Toc373252259 \h 4 HYPERLINK \l "_Toc373252260" 2.3 Sample PAGEREF _Toc373252260 \h 4 HYPERLINK \l "_Toc373252261" 2.4 Procedure PAGEREF _Toc373252261 \h 4 HYPERLINK \l "_Toc373252262" 2.5 Limitations PAGEREF _Toc373252262 \h 5 HYPERLINK \l "_Toc373252263" Chapter 3 - Analysis of Consumer Decisions Making Process PAGEREF _Toc373252263 \h 6 HYPERLINK \l "_Toc373252264" 3.1 Need Recognition PAGEREF _Toc373252264 \h 6 HYPERLINK \l "_Toc373252265" 3.2 Pre-purchase Search PAGEREF _Toc373252265 \h 7 HYPERLINK \l "_Toc373252266" 3.3 Evaluation alternatives PAGEREF _Toc373252266 \h 8 HYPERLINK \l "_Toc373252267" 3.4 Purchase decision PAGEREF _Toc373252267 \h 9 HYPERLINK \l "_Toc373252268" 3.5 Post purchase behaviour PAGEREF _Toc373252268 \h 9 HYPERLINK \l "_Toc373252269" Chapter 4 - Decision Making Model when Purchasing a Television PAGEREF _Toc373252269 \h 10 HYPERLINK \l "_Toc373252270" Chapter 5 - Recommendations PAGEREF _Toc373252270 \h 11 HYPERLINK \l "_Toc373252271" Chapter 6 - Conclusion PAGEREF _Toc373252271 \h 15 HYPERLINK \l "_Toc373252272" Bibliography PAGEREF _Toc373252272 \h 16 HYPERLINK \l "_Toc373252273" Appendix 1 -Market Trends PAGEREF _Toc373252273 \h 17 HYPERLINK \l "_Toc373252274" Appendix 2 - Analysis of Questionnaires PAGEREF _Toc373252274 \h 19 HYPERLINK \l "_Toc373252275" Appendix 3 - Focus Group Topics and Responses PAGEREF _Toc373252275 \h 26 HYPERLINK \l "_Toc373252276" Appendix 4 - Example Questionnaire PAGEREF _Toc373252276 \h 29 HYPERLINK \l "_Toc373252277" Appendix 5 - Questionnaire Statistics PAGEREF _Toc373252277 \h 34
Chapter 1 - Introduction
Owning high involvement products such as televisions satisfies the innate desire and sense of belongingCITATION Mac06 \t \l 2057 (Hoyer & Maclnnis, 2008). However, Reynolds & Olson (2001) propose the DMP undergone by consumers is much more complex than an everyday product, as they are superficial. The motivation of an individual affects the type of television bought as a reflection of the personally selected goals. The high criteria of consumer requirements such as; attentiveness to price, brand perception and functionality means consumers decision is cognitive, requiring extensive self-research and problem solving efforts. Consumer’s decisions, defined as ‘the selection of an option from two or more alternative choices’ CITATION Sch10 \t \l 2057 (Schiffman & Kanuk, 2010) are of high importance to organisations seeking to gain a competitive advantageCITATION Hoy06 \t \l 2057 (Hoyer & Maclnnis, 2006). Schiffman & Kanuk (2010) suggest understanding the DMP can inform effective promotional strategies in an attempt to appeal to consumers. Conversely, it can be difficult as consumer behaviour are often influenced by attitudes and social norms. The television market is worth around £3.1billion and has been in decline over the last four years (-11.94%) and set to continue to 2017 (Appendix 1b). Moreover, Mintel (2013) denotes that the market has witnessed both value and volume declines of 10.6% and 6.6%, respectively. With 56 million sets within 26 million households in the UK, the market is saturated and recent innovations have been unsuccessful (Mintel, 2013). Consequently, demand has stagnated, as Mintel (2012) suggests consumers are more concerned with screen size (35%) and picture quality...
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Harlow: Financial Times Prentice Hall.
Mintel (2013). Televisions - UK - November 2013, United Kingdom: Mintel Group Ltd.
Mintel (2012). Televisions - UK - September 2012, United Kingdom: Mintel Group Ltd.
Silverman, D. (2006). Interpreting Qualitative Data. 3rd ed. London: Sage.
Source: Mintel (2013)
Source: Mintel (2013)
Source: Mintel (2013)
Appendix 2 - Analysis of QuestionnairesSection 1
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