Marketing Proposal

Order Description
Please answer below questions:

1)Why you have chosen this topic? (Personal interest)? 2) This links to what is the justification for this topic? This needs to be supported by explanation of the gap in the literature but also by a broader range of fact and statistics such as changing consumer shopping habits?
3) What is the rationale for your primary research (Why the context and research participants?

Order Description

Please answer below questions:

1)Why you have chosen this topic? (Personal interest)? 2) This links to what is the justification for this topic? This needs to be supported by explanation of the gap in the literature but also by a broader range of fact and statistics such as changing consumer shopping habits?
3) What is the rationale for your primary research (Why the context and research participants?

Answer

Title: Impact of Emotional Confidence on Consumer Purchase Behavior

The choice of this topic arises from my personal interest in changing consumer behavior in recent years. This change takes the form of a new approach in the way purchase behavior is influenced by emotional confidence. More than ever before, consumers are bombarded with marketing messages from all manner of advertising platforms. The need for them to be emotionally confident to be able to make the right decision has never been so urgent. In the meantime, many marketers have started focusing on ways of suppressing negative emotions among consumers at the expense of improving quality with a view to increase the popularity of their products. Consequently, consumers who lack emotional confidence are likely to get a bad deal primarily because of misperceptions about quality. The assumption in this case is that consumers who lack emotional confidence tend to be distracted from the core objective of assessing their needs and selecting products based on quality by paying too much attention to their emotional needs.

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In the world of online businesses, which interests me a lot, various features derived from internet technologies are being used to create an impression of emotional confidence among consumers. For example, instant messaging features give consumers an illusion of authority, autonomy, and self-confidence among consumers. Consumers who are unable to express themselves verbally in a precise manner for linguistic or socio-cultural reasons are likely to prefer instant messaging over telephone conversations. The former mode of communication is likely to give them a stronger sense of emotional confidence, thereby bringing them closer to a purchase decision.

This topic is justified primarily because of the way the internet is revolutionizing the world of business. The world is still in the earliest days of the internet era. This means that more far-reaching changes will continue to unfold in the world of ecommerce. As more manufacturers flock the online marketplace, consumers are expected to remain in tow by adapting their purchase behavior to these new circumstances. Such an adaptation process is bound to have far-reaching consequences for emotional confidence. There are those consumers who do not like to shop online but will be compelled by circumstances to change their preferences. There are also those who lack confidence when shopping in physical stores and therefore prefer to shop online. In essence, the dynamics of purchase behavior in the present era make this topic a relevant area that should be subjected to a detailed investigation.

There is abundance of scholarly facts and statistics that provide a justification for the topic. Browne, Durrett & Wetherbe (2004) point out that thousands of companies have started using the World Wide Web as sales channel. Hansen (2006) argues that consumer purchase behavior today entails a choice between the minimal physical effort that characterizes online shopping and the enjoyment that consumers experience in offline shopping. According to Bearden, Hardesty & Rose (2001), emotional confidence is an important concept that can enable researchers to understand consumer purchase behavior. It can be used to explain the rationale for changing consumer shopping habits.

In the UK, the real estate market is being affected significantly by online shopping (Dixton & Marston, 2002). Although store-based shopping is far from dead, e-commerce seems poised to continue exerting tremendous influence in the future as far as real estate development patterns in the UK are concerned (Dixton & Marston, 2002). According to Kim & Park (2005), online stores have continued to gain popularity as the preferred sources of product information. Despite being biased by age and gender, the study by Dixton & Marston (2002) focuses on a meaningful demographic, that of female college consumers, who provide a fairly balanced view of the dynamics of buying power, consumer demand, and purchase behavior.

In terms of the rationale for the primary research, the study will be carried out in the context of the UK society. The UK is a developed country where advancements in e-commerce are above average when viewed from a global perspective. Therefore, data gathered in this context is representative of changes in consumer buying habits following the adoption of the World Wide Web as a viable platform for exchange of goods and services. In regards to research participants, the decision to contact individuals who have purchased items through online catalogs by telephone will enable the researcher to avoid the gender and age bias such as the one Diston & Marston (2002) encountered.

References

Bearden, W., Hardesty, D. & Rose, R. (2001). Consumer Self‐Confidence: Refinements in Conceptualization and Measurement. Journal of Consumer Research, 28(1), 121-134.

Browne, G. Durrett, J. & Wetherbe, J. (2004). Consumer reactions toward clicks and bricks: investigating buying behaviour on-line and at stores. Behavior & Information Technology, 23(4), 237-245.

Dixon, T. & Marston, A. (2002). U.K. Retail Real Estate and the Effects of Online Shopping. Journal of Urban Technology, 9(3), 19-47.

Hansen, T. (2006). Determinants of consumers’ repeat online buying of groceries. The International Review of Retail, Distribution and Consumer Research,16(1), 93-114.

Kim, J. & Park, J. (2005). A consumer shopping channel extension model: Attitude shift toward the online store. Journal of Fashion Marketing and Management, 9(1), 106 – 121.

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