47 pages/≈12925 words
Business & Marketing
HOW DOES MARKETING AFFECT CONSUMER BEHAVIOR: NESTLE CASE STUDY (Thesis Sample)
The thesis was about the impact of marketing on consumer behavior The sample covers the topic in several chapters beginning with an introduction, literature review, methodology, findings, discussion, and conclusions and recommendations source..
HOW DOES MARKETING AFFECT CONSUMER BEHAVIOR: NESTLE CASE STUDY Course Tutor Institution Date Contents TOC \o "1-3" \h \z \u HYPERLINK \l "_Toc459639174" Chapter One PAGEREF _Toc459639174 \h 4 HYPERLINK \l "_Toc459639175" 1.0 Background PAGEREF _Toc459639175 \h 4 HYPERLINK \l "_Toc459639176" 1.1 Organizational Context-Nestle Company PAGEREF _Toc459639176 \h 5 HYPERLINK \l "_Toc459639177" 1.3 Research Aims and Objectives. PAGEREF _Toc459639177 \h 6 HYPERLINK \l "_Toc459639178" 1.4 Significance of the Study PAGEREF _Toc459639178 \h 6 HYPERLINK \l "_Toc459639179" 1.5 Limitations PAGEREF _Toc459639179 \h 7 HYPERLINK \l "_Toc459639180" 1.6 Dispositions PAGEREF _Toc459639180 \h 7 HYPERLINK \l "_Toc459639181" Chapter Two: Literature Review PAGEREF _Toc459639181 \h 9 HYPERLINK \l "_Toc459639182" 2.0 Introduction PAGEREF _Toc459639182 \h 9 HYPERLINK \l "_Toc459639183" 2.1 Marketing Defined PAGEREF _Toc459639183 \h 9 HYPERLINK \l "_Toc459639184" 2.2 Consumer Behavior Defined PAGEREF _Toc459639184 \h 10 HYPERLINK \l "_Toc459639185" 2.3 Sales Promotions PAGEREF _Toc459639185 \h 12 HYPERLINK \l "_Toc459639186" 2.4 Brand Image and Awareness PAGEREF _Toc459639186 \h 13 HYPERLINK \l "_Toc459639187" 2.5 Creativity PAGEREF _Toc459639187 \h 14 HYPERLINK \l "_Toc459639188" 2.6 Purchase Intention PAGEREF _Toc459639188 \h 15 HYPERLINK \l "_Toc459639189" 2.7 Impact of Social Media on Consumer Behavior PAGEREF _Toc459639189 \h 15 HYPERLINK \l "_Toc459639190" 2.8 Impact of Advertising on Store Brand Purchase Intention PAGEREF _Toc459639190 \h 18 HYPERLINK \l "_Toc459639191" 2.9 Overall Impact of Advertising on Consumer Behavior PAGEREF _Toc459639191 \h 20 HYPERLINK \l "_Toc459639192" 2.9.1 Gaps in the Literature PAGEREF _Toc459639192 \h 23 HYPERLINK \l "_Toc459639193" Chapter Three: Methodology PAGEREF _Toc459639193 \h 25 HYPERLINK \l "_Toc459639194" 3.1 Introduction PAGEREF _Toc459639194 \h 25 HYPERLINK \l "_Toc459639195" 3.2 Research Philosophy PAGEREF _Toc459639195 \h 25 HYPERLINK \l "_Toc459639196" 3.3 Research Approach PAGEREF _Toc459639196 \h 26 HYPERLINK \l "_Toc459639197" 3.4 Research Design and Strategy PAGEREF _Toc459639197 \h 27 HYPERLINK \l "_Toc459639198" 3.5 Ethical Considerations PAGEREF _Toc459639198 \h 28 HYPERLINK \l "_Toc459639199" 3.6 Data Collection and Analysis PAGEREF _Toc459639199 \h 29 HYPERLINK \l "_Toc459639200" 3.6.1Sampling Method PAGEREF _Toc459639200 \h 29 HYPERLINK \l "_Toc459639201" 3.6.2 Description of the Questionnaire PAGEREF _Toc459639201 \h 30 HYPERLINK \l "_Toc459639202" 3.6.3 Questionnaire Distribution PAGEREF _Toc459639202 \h 30 HYPERLINK \l "_Toc459639203" 3.6.4 Data Analysis PAGEREF _Toc459639203 \h 30 HYPERLINK \l "_Toc459639204" Chapter Four: Results and Analysis PAGEREF _Toc459639204 \h 33 HYPERLINK \l "_Toc459639205" 4.0 Introduction PAGEREF _Toc459639205 \h 33 HYPERLINK \l "_Toc459639206" 4.1 Marketing approach that has highest impact on consumer purchase intent PAGEREF _Toc459639206 \h 38 HYPERLINK \l "_Toc459639207" 4.2 Impact of social media marketing on the consumer purchase behavior PAGEREF _Toc459639207 \h 43 HYPERLINK \l "_Toc459639208" 4.3 Impact of marketing on consumer behavior PAGEREF _Toc459639208 \h 45 HYPERLINK \l "_Toc459639209" 4.4 Credibility of an advertisement affect consumer behavior PAGEREF _Toc459639209 \h 47 HYPERLINK \l "_Toc459639210" 4.5 How culture mediate the relationship between marketing and consumer behavior PAGEREF _Toc459639210 \h 49 HYPERLINK \l "_Toc459639211" Chapter Five: Conclusion and Recommendations PAGEREF _Toc459639211 \h 51 HYPERLINK \l "_Toc459639212" 5.0 Conclusion PAGEREF _Toc459639212 \h 51 HYPERLINK \l "_Toc459639213" 5.1 Recommendations PAGEREF _Toc459639213 \h 52 HYPERLINK \l "_Toc459639214" References PAGEREF _Toc459639214 \h 54 HYPERLINK \l "_Toc459639215" Appendix PAGEREF _Toc459639215 \h 64 How Does Marketing Affect Consumer Behavior: Nestle Case Study Chapter One: Introduction 1.0 Background Wherever people go, they are constantly bombarded with marketing messages. With the enormous amounts of advertisement that people are subjected to every day, it becomes impossible for them to respond to all of them. Contrary to the expectations of marketers, consumers are increasingly finding ways of avoiding being influenced by the traditional ad messages by mentally blocking them or using technology (Kotler & Armstrong, 2008). Companies can address this problem by increasing the number of ads and adopt new marketing strategies that have been proven to have a notable impact on consumer behavior (Raju, 2013). However, the sad reality is that as businesses increase their marketing budget, consumers will increasingly ignore the messages leading to a waste of time, efforts, and resources (Rai, 2013). If consumers consider a marketing campaign as noncreative and boring, it will not attract their attention implying that the money spent on the ads would be wasted. On the other hand, however, a more creative campaign is likely to have a positive impact on the consumer's brand attitude and purchase intent. Moreover, if consumers perceive a campaign as credible, then it will have a notable positive impact on the brand image and brand attitude (Levy & Gendel-Guterman, 2012). Therefore, marketers have been urged to code their marketing messages in a unique way to ensure that they stand out from the competitors and reach their target audience. However, with the perceived positive and negative impact of marketing, it is unclear to what extent such campaign leads to desirable consumer behavior. As such, studies are yet to come up with conclusive findings of the type of marketing that have the most positive impact on consumer habits. For these reasons, there is a need for a more comprehensive study to examine the impact of marketing consumer behavior. 1.1 Organizational Context-Nestle Company Nestle S.A is a Swiss multinational food and a drink corporation with headquarters in Vevey, Vaud, Switzerland. The company was established in 1905 following the merger of Anglo-Swiss Milk Company with Farine Lactee Henri Nestle (Rajeswari & Kirthika 2016). Since then, the company has grown rapidly to become a major player in the industry. It is currently the world’s largest food company by revenue. Its product includes medical food, baby food, breakfast cereals, dairy products, bottled water, snacks, and frozen food. The company has over 440 factories, and it operates in about 194 countries. It employs close to 400000 people (Rajeswari & Kirthika 2016). Although Nestle is a major player in the industry, it faces stiff competition from other multinational food and drink companies in the world. The company has been compelled to invest in marketing to attract the consumers for its fast moving goods. Amid the competition in the market, the company has increased its marketing budget for new brands in different markets across the world. The company has revamped its spending on promotion and advertising to regain the lost ground following the Maggi ban. The company wants to restore consumer confidence through advertisements. More particularly, its focus on digital advertising appears to be on the rise with intent to capture an increasingly online customer base. While this is a welcome move for the company, it is unclear whether the increases in the marketing budget will translate into a positive outcome for the business in influencing consumer purchase behavior. It is a critical question considering that the costs incurred in the marketing may potentially eat into the profits for the company. 1.3 Research Aims and Objectives. Many factors influence consumer behavior. Companies must understand these factors to ensure that they position their products in ways that appeal to the target audience. Among the most notable elements, is marketing? It is not uncommon for companies that manufacture and sell similar products to compete with each other on the marketing aspect. While some firms have penetrated the market through aggressive marketing campaigns, others have only achieved limited success. Therefore, it comes out clearly that the relationship between marketing and consumer behavior is a complex one. With that said, the purpose of this study is to determine the impact of marketing on consumer behavior. The specific objectives are as follows 1. To determine the impact of social media marketing on consumer purchase behavior 2. To assess the impact of TV advertisement on brand purchase intent 3. How does marketing affect consumer behavior? 4. Does culture influence the relationship between marketing and consumer behavior 5. Which marketing approach between, sales promotions, social media, and TV advertising, has the highest impact on brand purchase intent. 6. How does the credibility of marketing influence consumer behavior 1.4 Significance of the Study The present study is highly significant as it will help identify the impact of marketing on consumer behavior. The outcome of the survey will contribute to informing companies and marketers about the value of marketing and the type of marketing techniques they should adopt to achieve the highest positive impact on the consumers. It will help the marketer allocate their marketing budget in a careful manner to prevent any wastage. By understanding consumer behavior, marketers will ensure that they design and select the right marketing strategies. 1.5 Limitations Although the study was carefully planned, there were certain shortcomings and constraints. One of the majo...
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