The Effectiveness Of Sales Promotion As A Marketing Tool In Influencing Consumer Behaviour Towards The Purchase Of Laptops

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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 problem of high-involvement products, especially when bought online needs further study so that the merchant-consumer dialogue and information exchange begins. Opportunity for both merchants and consumers is to profit from these dialogues and exchanges. Purpose The purpose of this study is to investigate what specific buyers especially in the traditional market feel inadequate or absent in the online market. Our research will help us to make suggestions about what steps online merchants can take in order to redirect high-involvement purchase from the traditional market of online market. Method of data collection includes both research and interviews in order to collect necessary, reasonable and relevant data. In total, 150 people who took part in the survey, and six of them were later objects in-depth interviews. In order to collect data was obtained consistently and reliably, and to avoid miss-interpretations, such as relevance and reliability were examined. The result is almost twice as many respondents have bought a laptop in the traditional market. Preferably, in connection with, the roots of the habit of Purchase traditional, tangible product, a more obvious relationship with vendors, more shopping experiences and instant trades. The conclusion of major improvements, not included in the Internet market are: 1) sources of experience and 2) the good feeling from buying to find in a traditional purchase. Key features include poor customer service, delivery and complexity continues to hold the online purchase. Features led consumers to hesitate and mistrust in the online market in high-involvement purchase. In order to achieve redistribution, buyers' hesitation to be overcome, then confidence should be built into the market opportunities online.

Table of Contents

CHAPTER # 1: INTRODUCTION7

Background7

Problem Statement9

Purpose10

Research questions11

Definitions11

CHAPTER # 2: LITERATURE REVIEW14

Frame of reference14

Consumer behavior14

Buyer decision process15

Group influence16

Involvement18

Online consumer behavior21

Ecommerce consumer behaviour model22

CHAPTER # 3: METHODOLOGY25

The empirical study25

The quantitative study27

Pilot study28

The outcome and alterations from the navigate study29

The qualitative study31

Critical data assemblage and treatment32

Significance32

Reliability33

Research procedures34

Preparing survey data for investigation36

Systematic study set about38

CHAPTER # 4: FINDINGS39

The survey39

Traditional consumer behaviour43

Buyer conclusion method46

Need acknowledgement46

Information Search48

Evaluation of options51

Purchase conclusion55

Post purchase behaviour57

Group leverage58

Involvement60

Online consumer behaviour65

Ecommerce consumer behaviour form69

Environmental characteristics69

Market stimuli71

EC schemes72

Logistics Support & Other72

Technical & Support73

Customer Service74

Web based customer conclusion support scheme75

Trust in ecommerce76

Summary of the investigation79

CHAPTER # 5: DISCUSSION AND CONCLUSION87

Confronting the customary market89

Conclusion91

Limitations94

Further study94

REFERENCES97

APPENDIX100

Chapter # 1: Introduction

This chapter will cover the background of the chosen area of study. Furthermore, the problem, purpose delimitation and definitions will be presented and discussed.

Background

In its original context a traditional market is defined as a physical ...