Consumer behaviour towards new and improved products: Comparative analysis on UK and US
By
ACKNOWLEDGEMENT
I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.
DECLARATION
I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.
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ABSTRACT
The paper focuses on attitudes and behaviour on the concept of the consumer's buying behaviour towards new products, different consumers have got different decision making process. The buyer's ultimate goal is to buy the product of qualitative, quantitative with low/best affordable price. In order to identify different kinds of behaviour of consumer towards buying of new and improved products. The researcher has carried out buying behaviour of youth and different kind of consumer behaviour models, literature and theory of consumer behaviour. The research design was based upon a review and synthesis of the academic literature and car data, which helped identify theoretical concepts and hypotheses appropriate for this study, and which also developed and research methodology for this study. Methods of qualitative data collection included observation, focus groups, and face-to-face interviews, which was content analysed. The quantitative data collection was by questionnaire survey in the UK and US, which, after elementary statistical analysis. However, the UK data did not lend itself to principal component, since the questionnaire was modified to facilitate co-operation of British respondents. For the UK, simple statistical analysis and a test of significance for differences in percentage of respondents selecting the key attributes of their own marquee were conducted.
TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION1
Background of the Study1
Purpose of the Study2
Problem Statement2
Rationale of the Study3
Aims and Objectives4
Theoretical Framework4
Research Questions6
Ethical Concerns6
Outline of the study7
CHAPTER 2: LITERATURE REVIEW9
Consumer Behaviour9
Applications of Consumer Behaviour11
Modern Theory of Consumer Buying13
Consumer Behaviour towards New and Improved Products14
Intrinsic Variables15
Consumer Behaviour in United States17
Consumer Behaviour in United Kingdom19
Behaviour directed toward a goal vs. Experiential behaviour21
Comparative Analysis: Behaviour of Consumer in UK and US22
Cultural Influence23
Social influences/class25
Groups26
Involvement27
Product Evaluation27
Features of Consumer Behaviour28
Sociology29
Psychology29
Classically conditioning Consumer behaviour31
CHAPTER 3: METHODOLOGY35
Research Design35
Instrument36
Research Process36
Survey Questionnaire37
Design and Aplication of Questionnaires37
Questionnaire Responses38
Data Collection38
Likert Scale39
Confidentiality39
Reliability/Dependability39
Validity41
CHAPTER 4: RESULTS AND FINDINGS43
Analysis of Interview Questionnaire43
Question 01: New and Improved products43
Question 04: Word of mouth45
Question 05: Culture influence46
Question 06: Brand and Quality46
Question 07: Products design and packaging47
Question 08: Comparison of Products48
Question 09: Trust in the quality of Product48
Question 10: Trust in development of relation49
Descriptive Statistics50
Interpretation of Results: Level of Acceptance51
CHAPTER 5: CONCLUSION52
REFERENCES54
APENDIX60
Questionnaire60
CHAPTER 1: INTRODUCTION
Background of the Study
During the first decades of the twentieth century, there were two principles at work . The first was focused on the economics of marketing using branding to establish the legitimacy and prestige of a business in order to present the brand's value proposition to the consumers, while the second is close to what he refers as “P.T. Barnum hucksterism” , where consumers are seen as innocents that could ...