Consumer Behavior Purchasing Factors Marketing Research Paper

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Question Description

Semester Paper

Topic: Consumer Behavior

The final signature assignment for this strategic marketing course will require research, academic writing, critical thinking, and analysis on a current issue facing the marketing discipline. Through this assignment (referred to as the “Semester Paper”), students will demonstrate their ability to conduct academic research. The final signature assignment for this course will require a minimum 20-page (not including cover page, abstract, table of contents, and references), double-spaced, APA formatted academic research paper.


The academic research paper will include the basic components of an academic research paper which requires an introduction section including the identification of a contemporary marketing problem, overview of the problem, background, purpose statement, and research questions, a literature review section, an analysis section, and a conclusion section.

Please note that this course requires students to focus their research based on existing research literature from peer-reviewed articles

20 page (not including cover page, abstract, table of contents, and references)

APA format

Double Spaced

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1 Running head: CONSUMER BEHAVIOR Consumer Behavior Rohit Patel CONSUMER BEHAVIOR 2 Purpose of the study There are three main reasons as to why this study was carried out. The first one was to determine the factors that cause a customer to choose a specific apartment. Another reason for this study was to determine what matters most so that the owner can focus their attention on maintaining their position in the competitive market. Lastly, this study was aimed to study the psychological behavior of the customers that make them make certain decisions. Research questions This study was carried out through the use of questionnaires to get the consumers’ point of view on various issues. The following are the research questions applied: i. Questions on the customers’ general profile, including their age, gender, etc. ii. Questions on what were the personal factors that lead them to the decision of renting the given apartments iii. Questions on the psychological or marketing factors that influenced their decisions Summary of the literature review The purpose of the literature review is to provide an in-depth understanding of the various terms and concepts. It is also relevant to the purpose of the study since it will back up the reasons mentioned above. The theoretical foundation states that the research focuses on the businesses in Bangkok that deal in apartments. The research looked into the condition of past consumers and used this basis to predict the behavior of future customers. The paper defines customer behavior as the way the consumer act toward the product they are purchasing or the services offered to them. The factors that affect customer behavior are divided into the following. CONSUMER BEHAVIOR 3 i. Cultural factors: these are the external factors that influence the customer’s behavior. It is composed of the way of life of the people around that particular customer. ii. Social factors: it refers to the value imposed on an object by the society. iii. Personal factors: they represent the reaction of the individual to the activities or events surrounding them. iv. Psychological factors: they are the things that motivate them, their beliefs and perceptions, and their attitudes towards a certain thing, idea, or thought. The literature review goes on to discuss the consumer’s process of decision making. It explains that this process occurs in five stages. They occur as follows: • Problem recognition • Information search • Evaluation of alternatives • Purchasing • After-purchasing satisfaction Another concept discussed is the marketing factor. It is explained as the various functions which the company applies to attract more customers. These factors include the product, people, place, prices, and promotion. Brand equity is the concept described as the firm’s value, and the last concept is the hypothesis. Research design The research questions in the questionnaire were designed to include various variables. The table below is a sample of how the questions were structured CONSUMER BEHAVIOR 4 Variable Level of Measurement Residence type Nominal Criteria of classification 1. Home 2. Condominium 3. Apartment Experience Nominal 1. Rent 2. Ownership Gender Nominal Male Female Education Ordinal 1. Lower than high school 2. High school 3. Degree 4. Other Marital status Nominal Single Married Divorced Number of children Ordinal 1 2 More than 2 None There were different methods used to answer the above research questions. The survey questions were compiled using an online survey platform called surveymonkey.com. CONSUMER BEHAVIOR 5 The sampling methods used in this case was the application of cross tabulation tables, which were variables such as age, residence, occupation, job level, income, and gender was compiled against each other. The results were given in percentage. A good example is the cross-tabulation of occupation against the residence. Both variables were divided into sections. The total results were given as 31.7% for condominium residence, 65.8% for apartment residence, and 2.5% for home residence. The participant’s detail description only went as far as the variables mentioned above. It can be said that the participants have been described in adequate detail according to this research. The sampling method used in this study was appropriate. The reason for this judgment is because most of the variables were assigned individual tables that allowed them to be looked into more effectively. Reliability and viability, according to this study, is meant to imply the degree of dependency of the values. Content viability was measured by three different experts. Reliability was gauged by asking 30 participants to respond to the survey using the one-on-one method. Research findings The results of the research were classified into demographic results, environmental factors, psychological factors, etc. in gender, for example, it was discovered that most of the people who chose to rent the apartment were female. Females were represented by the value (n=140) and males, (n=124). In terms of age, the results indicated that the majority of people in the condominium were below 30 years, as in (n=203). Research conclusions At the end of the study, it was discovered that apartment owners face stiff competition from the owners of condominiums. Some residents also complained about the high CONSUMER BEHAVIOR 6 cost of electricity and water. It was then recommended that the next researcher should study the constantly changing lifestyle of the apartment customers and that their psychological studies be looked into at greater depths. Some limitations to this research were cropped up during the process. There were instances when the residents were not responsive to the questions directed to them, and some also seemed to be uninterested. CONSUMER BEHAVIOR 7 Reference Koeri, R. (2016). A Study of Factors Influencing Customer Choice Decision In Renting Apartment In Bangkok Running head: CONSUMER BEHAVIOR 1 Consumer Behavior From Rohit Patel CONSUMER BEHAVIOR 2 Consumer Behavior One of the objective of marketing is to study consumer purchasing behaviors so that marketers can strategically position their products in line with customer motives. Koeri (2016) defines customer behavior as the study of how individuals and organizations select, buy and dispose of ideas, goods, and services to satisfy their needs and wants (Koeri, 2016). The study of customer behavior has been of great importance to marketers as different consumers have different motives that influence their purchase decisions. Therefore, marketers will be able to direct different products to their target consumers depending on their motives. The first step to understanding consumer purchasing behaviors is to understand their involvement in different products and services. Some consumers tend to be more involved with a product than others, and they will try to seek more information about it from different channels including the company website and social media sites before they make purchases. This heightened state of awareness may be caused by different factors some of which are personal, situational or product (Koeri, 2016). The involvement, however, may be situational depending on the consumer need at the moment or enduring leading to customer retention. This paper will explore the models that marketers use to study consumer behavior and outline the roles that effective study of consumer behavior plays in marketing. Data will be collected using both qualitative and quantitative methods of data collection to help cover a larger number of respondents. CONSUMER BEHAVIOR 3 References Koeri, R. (2016). A Study of Factors Influencing Customer Choice Decision In Renting Apartment In Bangkok. Semester Paper Rubric Criteria & Qualities Not Yet Meeting (1) Excelling (3) The title page included is correct in format and information. The problem or question is clearly The problem or question is not clearly The problem or question is clearly stated with conclusion clearly stated and conclusion is not stated with conclusion clearly identified and enhances the report’s summarized. Material provided in identified. Material provided in Abstract impact. Material provided in summary summary is not written for appropriate summary can be easily understood by can be easily understood by intended audience. intended audience. audience. A table of contents identifying the A table of contents identifying the pages of appropriate sections of the pages of appropriate sections of the Table of Contents A table of contents is not provided. report is provided with a few report is provided with no formatting formatting errors. errors. No reference (either implicit or Readers are aware of the overall The question or problem is introduced problem or question that is to be and the direction of the report is Introduction Section explicit) is made to the question or problem to be studied. examined. identified. Title Page A title page is not included or fails to contain essential elements. Achieving (2) A title page is included and contains few formatting errors. The question or problem is unclear or the answer to the question/problem is The question/problem to be addressed is well worded and has relevance to an problem has little relevance to an issue issue relevant to strategic marketing. relevant to strategic marketing. The question/problem to be addressed is precisely worded. The student identifies the relevance of the question/ problem to an issue relevant to strategic marketing. The student adequately discusses the The student somewhat discusses the question/problem. The significance of question/problem. The significance of the issue is addressed. The review is the issue is not addressed. generally connected to the conclusions/recommendations. The student discusses the question/problem with a well‐ organized review of the applicable literature. The student identifies the significance of the issue. The review is meaningful and is directly connected to the conclusions/ recommendations. Question/Problem common knowledge. The question/ Section Literature Review The conclusion or recommendations are not (or only somewhat) stated in Conclusions/ the report. The section includes ideas Recommendations not already discussed in report and some recommendations aren’t supported by the report. The Reference page is either not provided or references are cited References incorrectly (more than four times). Format is generally incorrect. References are either not cited or cited incorrectly often (more than four Citations times) in report. Sources Organization Format Length Clarity Grammar and Punctuation Timeliness The conclusions or recommendations The conclusions or recommendations are clearly stated and follow the are well stated and follow the report’s report’s discussion. Recommendations discussion. Recommendations are are significant and enhance the meaningful. report’s impact. The Reference page contains less than The Reference page is correct in both three incorrect references and is format and listing of references. correct in format. References are cited incorrectly less than three times in report. References are cited correctly in the proper format within the report. Over 10 sources are utilized in preparation of the report of which 6 or An adequate number of resources (at more resources are peer‐reviewed, least 10) are utilized in preparation of scholarly journals. The student also the report. At least 5 resources are makes use of other appropriate peer‐reviewed or scholarly journals. primary and secondary sources of data. Content is organized in a manner that Content is placed inappropriately in Content is appropriate to all the increases the readability and several sections of the report. sections of the report. understandability of the report. Student has not followed the APA Student generally follows the APA Student follows the APA writing style writing style guidelines in several writing style guidelines with a few guidelines. instances. errors. Report falls over 10% short in specified Report is less than 10% too short in Length of report appropriately meets length. specified length. identified guidelines. The student’s writing is generally clear, It is difficult for the reader to but unnecessary words are used. The The student’s writing is clear, concise, understand what the student is trying student’s meaning is sometimes and decisive. The paragraph and to express. The paragraph and difficult to understand. The paragraph sentence structure is varied. sentence structure is repetitive. and sentence structure is somewhat repetitive. An insufficient number of resources (less than 10) are utilized in preparation of the report or the majority of the resources utilized are not scholarly journals. Misspelled words, incorrect grammar Misspelled words, incorrect grammar Misspelled words, incorrect grammar and improper punctuation occur often and improper punctuation are found (5‐and improper punctuation rarely occur 10 times) in the paper. (1‐4 times) in the paper. (more than 10 times) in the paper. Material was submitted more than one Material was submitted up to one class Material is submitted on time. class late. late. ...
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Tutor Answer

Professor_Rey
School: Cornell University

Attached.

Running Head: SEMESTER PAPER: CONSUMER BEHAVIOR

Semester Paper: Consumer Behavior
Student’s Name
Institutional Affiliation

1

SEMESTER PAPER: CONSUMER BEHAVIOR

2

Abstract
The consumer behaviors entail selection, buying as well as disposing ideas of the consumer
for the satisfaction of the wants. The preferences of the consumers are essential in marketing
since it responds to the consumer behaviors hence effective operational strategies. Decision
purchasing the product is necessary for the life of the consumer. Therefore, the marketers
have to determine the consumer behaviors while outlining the useful role the consumer
behavior has on marketing. Understanding consumer behavior reveals the different
consumers are inclined towards various products. In determining the factors that influence the
customer in choosing a particular apartment in Bangkok Thailand, the implications to the
homeowners are presented. Since Bangkok is densely populated and experiences a mass
transit as well as migration, purchasing the apartments is based on consumer behaviors. As a
result, cultural factors, the family dimensional as well as the location, size, and rental rates
should be considered for consumer satisfaction of the apartments.
Keywords: consumer behaviors, marketing, cultural factors, family dimensional

SEMESTER PAPER: CONSUMER BEHAVIOR

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Table of Contents
Abstract ...................................................................................................................................... 2
Table of Contents ....................................................................................................................... 3
Introduction ................................................................................................................................ 5
Problem Selection .................................................................................................................. 5
Problem Overview ................................................................................................................. 6
Purpose Statement .................................................................................................................. 6
Background ............................................................................................................................ 7
Research Questions .................................................................................................................... 7
Main Research Question ........................................................................................................ 7
Sub Questions ........................................................................................................................ 8
Literature Review....................................................................................................................... 8
Factors Related to Past experiences ....................................................................................... 9
Cultural Factors ...................................................................................................................... 9
Generation from a Family ............................................................................................... 10
Group Identity .................................................................................................................. 11
Environmental Values ...................................................................................................... 12
Social Factors ....................................................................................................................... 13
Proximity to Commercial Areas....................................................................................... 13
Availability of Sustainable Energy in the Apartments ..................................................... 14
Energy Consumption preferences .................................................................................... 15
Existence of Townhouses and Consumer Behavior ......................................................... 16

SEMESTER PAPER: CONSUMER BEHAVIOR

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Personal Factors ................................................................................................................... 17
Age and Consumer Behavior ........................................................................................... 17
Gender and Consumer Behavior ..................................................................................... 18
Income Level and Apartment Selection............................................................................ 18
Psychological Factors .......................................................................................................... 20
Satisfaction....................................................................................................................... 20
Conclusion and Recommendations .......................................................................................... 21

SEMESTER PAPER: CONSUMER BEHAVIOR

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Introduction
Problem Selection
The main challenge in marketing is to ensure that marketers put their goods and
services in such a way that they meet the preferences of the consumers. In response, most
businesses need to understand consumer behavior as they lay their operational strategies.
Consumer behavior can be defined as how organizations and individuals select, buy and
dispose of ideas, services, and gods to satisfy their wants (Salzman & Zwinkels, 2013). Based
on the definition of consumer behavior, it is clear that it is essential for marketers to study
and understand the factors that influence consumer behaviors to help them shape their
marketing strategies. For example, the use of electronic word of mouth has been shown to
significantly influence the opinion of a consumer on the brands and products that they need to
purchase (Sandes & Urdan, 2013). The impact of electronic word of mouth can either be
positive or negative. The negativity of positivity of the communication is determined by the
group of the consumer such as groups, families, specialists, friends, and the consumers
themselves.
Deciding to purchase a product is monumental in the life of every consumer. For
example, when a person purchases a house or an apartment, there is always an emotional
attachment that the consumer has with the purchase (Salzman & Zwinkels, 2013). It depends
on the emotions that an individual can sustain the bough property. This means that the client
has to consider various factors which, in turn, shape their purchase behavior. Turning to Asia,
the cities therein are characterized by the mass transition towards the urban areas.
Consequently, problems of congestion become rampant in these cities (Moore, 2015).
One of the Asian cities that has been significantly affected by mass transit in Bangkok,
Thailand. Nonetheless, Bangkok is well known for real estate businesses. With such
challenges, however, it is expected that consumer behavior in the purchase of apartments is

SEMESTER PAPER: CONSUMER BEHAVIOR

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affected. It is for this reason that this research paper assesses the various factors that influence
consumer behavior in purchasing apartment in Bangkok, Thailand.
Problem Overview
This paper explores the various models used by marketers to determine consumer
behavior and also outline the useful roles that consumer behavior has on marketing. One of
the initial steps that can be used to understand consumer behavior is to understand the various
ways in which they are involved in products and services. It is clear that different consumers
are inclined more towards other products than others. The reason for the biased inclination is
that the culture and social environment of an individual determines what is purchased in that
particular place.
The quality of service also influences the preferences that a consumer has. For
instance, Priporas et al. (2017) stated that customer satisfaction is positively influenced by the
quality of services that they receive. Customer loyalty also develops following the joy that
they get from a particular service or product. It has already been shown that Bangkok, just as
other Asian cities, is characterized by mass transit which causes congestion in the town
(Moore, 2015). In such a case, the consumer satisfaction is at stake when it comes to the
purchase of apartments. It is for this reason that it is necessary to explore the factors that
influence consumer behavior when purchasing apartments in Bangkok.
Purpose Statement
The purpose of this paper is to determine the factors that influence a customer into
choosing a particular apartment in Bangkok, Thailand. This research is also committed to
examine what matters to the preferences of the consumers and then present the implication to
the homeowners so that they can know what to do to meet the needs of the consumers.
Furthermore, this research paper is aimed at determining the psychological behavior factors

SEMESTER PAPER: CONSUMER BEHAVIOR

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that influenc...

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Anonymous
awesome work thanks

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