Advanced Marketing Research Theory : a Marketing Research Proposal

In: Business and Management

Submitted By tamilee001
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SECTION A: Problem in Context and Statement of the Problem

The effect of In-store advertising and strategic shelf space within the South African FMCG market, and the impact it has on consumer buyer behaviour.

Impulse buys are a form of consumer buyer behaviour but could it be that these buys are purchases that are fueled by emotion and desire, for instant gratification and not just a spontaneous urge. Research shows (Shaw, 2014) us that in fact we are drawn out of a subconscious state of being into a conscious one when that “impulse” to buy something not on our list occurs. “Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society” (Kuester, 2012). This proposal is going to look at different influences and how these influences affect consumer buyer behaviour.

This proposal is going to establish to what extent the effects of in store advertising and shelf space/product locations have on consumers buying behaviour 1. To examine how in store advertising effects the consumer buying behavior. 2. To determine the effect of shelf space / product locations on consumer buyer behaviour.

Further detailing on the above objectives:

1. To examine how in store advertising effects a shoppers buying behaviour
This objective is to prove the relationship between how in store advertising such as promotions through price cuts, samples, digital signage etc, have the power to influence the buying behaviour of a shopper, causing them make unplanned purchases. This will measure the reason we make unplanned purchases, and how our unplanned purchases land up in our trolleys.

2. To determine the effect of shelf space / product…...

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