The Effect of Marketing on Individual’s Buying Decisions’

The effect of selling on individuals purchase decisions Research There argon various factors that companies must consider when they research a nodes clouding behavior. These include the customers personality, gender, self-concept and their state of life. Self Concept By tailoring their marketing strategy to give the manpowertal object that a product or service go forth improve our lives, customers believe that they argon bettering themselves by buying these products.The Armys Be All That You Can Be slogan is a good role model of this by joining the army, you will become a better version of yourself. Gender Men and women disclose differently. One study by Resource Interactive, a technology research firm, found that when shopping online, men prefer sites with lots of pictures of products women prefer to see products online in lifestyle contextsay, a lamp in a living room. Women are also twice as likely as men to use aftermath tools such as the zoom and rotate buttons and lin ks that allow them to change the color of products.Consumers be on and state of life As we grow older, we change our ideas ab push through what we want and need to buy. Companies are cleverly able to market in a way that can tar function different age collections and toss a product or service that will make these different groups think they need them. methodological analysis The aim of the research is to investigate the effect of sales promotions on individuals buying decisions. much specifically, this approach will compare male and females aged between 20 and 25, and try to find extinct what influences and impacts their buying decisions.Thomas (2009) indicates that a reliable and effective method when collecting data is a significant broker of the research both qualitative and quantitative methods would be used for continuing this research. This research will pack a focus group as the main method for our study. A focus group is a form of qualitative research used to form a discussion with people and propose culture from them (Thomas, 2009).In addition, Throupe (2011) indicates that a focus group is seen as an important tool for acquiring feedback and regarding new products in marketing. check to Bell (2005), reliability and validity are the two important elements of choosing research method. Thus, by forming our focus group, we take to to effectively obtain significant, integrated and in-depth information from our interviewees (Saunders et al, 2003). The interview is conducted in an unstructured and innate(p) way where respondents are free to give views from any aspect.Focus groups allow interviewers to study people in a more natural setting than a one-to-one interview. In combination with participant observation, they can be used for gaining bell of admission to various cultural and social groups, selecting sites to study, sampling of such sites, and raising unexpected issues for exploration. Their main advantage is their somewhat low cost c ompared to surveys, as one can get results relatively quickly and increase the adjudicate size of a report by talking with several people at once.Within our focus group all participants will be asked five questions. The questions are mainly open-ended questions in order to get more extensive and developmental answers (Saunders et al, 2003). Followed the five questions, we will discuss further depending on how each interviewee responds. each question will relate to the interviewees own experiences about shopping and whether sales promotions or discounts effect their decisions. severally individual interview will run for 10 to 20 minutes.This research will take drive in the Learning Resource Centre in the University of Hertfordshire De Havilland campus. Before the interviews, the question written document and recording papers will be prepared. Before we form our focus group, it is important to consider various aspects that companies focus on when forming their marketing campaigns I nterview Questions 1. What type of marketing do you notice the most? 2. What do you think is the top hat marketing method that companies use to keep customers buying? . Which of these marketing methods do you think applies the most to our age group? 4. Why do you think our age group is a good target for these marketing methods? 5. Do you think that marketing makes you spend more, less or the same amount as you normally would? Findings After the group discussions, the majority of people we spoke to agreed that the main thing that would make them buy something would be a sale, promotion or some sort of loyalty programme.Dowling and Uncles (1997) ask do these programs very create extra loyalty over that which is driven by the relative value of the product/service, do they encourage customers to spend more, or do they merely bribe a customer to repeat buy? Our focus group recognized the tricks of these loyalty intentions and spare discounts. One young woman explained that she recei ved an electronic mail from a clothing retailer, offering a pair of shoes for a special discounted price and though she knew she had no money, she bought them anyway because she was made to believe she was getting a good deal.Patrick Spenner addresses the reason that many customers take in or like companies on social media sites, stating, the top reason customers follow a brandis to get discounts (Spenner, 2012). With our focus group, we also considered the various environmental factors that may have an effect on the way we buy. callable to the recession and the fact that we are mainly low-income students, we jump at the chance to save money, even though we may not actually be miserliness as much as we think.Tim Ambler says that price promotions are the brand equivalent of heroin easy to get into but leaden to get out of. Once the brand and its customers are addicted to the short-term high of a price cut it is hard to wean them away to real brand building (Ambler, 1999). By con tinually offering us discounts and special offers, we are tricked into thinking that we are saving money, when in reality we are probably disbursal on the nose as much as we would normally. Because the items we buy are discounted, we can justify buying more, which means spending more. ConclusionThrough our focus group discussion, we found that most young individuals, male and female, aged between 20 and 25 are more tempted to buy when they are presented with some sort of promotion, discount or loyalty scheme from a company. Through studying the age, personalities and stage of life of their customers, companies can tailor which marketing strategy will get the most customers buying. In this case, by making customers feel as though they are saving money and in on a great deal, companies can build loyalty with their customers that visualise they come back to buy time and time again.