The aim is to do research that meets scientific standards of scientific journals. We supervise internal theses and external theses. Most MSc theses are internal, because this offers the best possibilities to make a scientific contribution. An internal thesis is conducted within the group. Internal theses contribute to the research program of the Marketing and Consumer Behaviour group.
An internal thesis aims to contribute to publications in international scientific journals in marketing and consumer behaviour. For students interested in a research career, an internal thesis gives the best opportunity to develop academic research skills. An external thesis is conducted outside the group. External theses contribute more remotely to the research program of the group. The application and further development of marketing and consumer behaviour knowledge prepares you to bring your academic skills into an applied environment.
Our thesis supervisors have their own areas of interest and expertise. The marketing and consumer behaviour group identifies research topics together with students that match the interests and ambitions of the student with the area of interest of a supervisor. Dr Hans van Trijp is the chair of the group and has marketing and consumer behaviour as his field of expertise. His specific areas of interest are understanding sustainable consumer behaviours, information and labelling approaches, and the consumer-level effects of branding and positioning.
Dr Joost Pennings is an expert in marketing. Dr Arnout R H Fischer is an expert in consumer behaviour. His areas of interest are consumer risk—benefit perception and attitude formation for innovative foods and foods based on new technologies.
Topics that have had his particular interest include consumer response to nanotechnology in food, cultured meat, insects and other novel protein sources e. Dr Paul Ingenbleek is a specialist in strategic marketing, especially at the interface between marketing and sustainable development of agrifood sectors in emerging and developing countries.
Other interests include price strategy and marketing animal-friendly products. Her areas of interest are crossmodal interactions between foods' extrinsic and intrinsic properties multisensory perception , consumers' attention and motivation, and sensory and consumer methodologies.
Dr Ellen van Kleef is an expert on consumer behaviour. I want to thank my course mates, Bamiyo, Tolulope, Ilyas, Kyola, Adesuwa and Rukky for their encouragement and all my friends for being a source of inspiration and strength. I want to thank Mr. Anthony Usifo, Engr. Justus Obaoye, Mr. Ololade Lateef and for their contribution towards my career and personal development. I also extend my appreciation to our lecturers, e-tutors, respondents and everyone that contributed to the success of this study.
Finally, I will like to thank myself for putting in all the work, persevering and refusing to quit despite all the difficulties that life has thrown at me. The study was guided by the specific objectives; to examine the various digital media platforms in Nigeria that could influence consumer behaviour, identify the categories of products that consumers buy on digital media platforms and to analyse the influence of digital marketing on consumer behaviour.
A survey research design was adopted, and primary data were collected through questionnaires administered to respondents. Secondary data were collected from newspapers, Journals, magazines and websites. Descriptive analysis was used to analyse the data collected. Data was presented and described using frequency distributions and percentages. The findings of the survey reveal that that digital marketing has a profound effect on consumer buying behaviour.
Hypothesis test revealed that there are various digital media platforms being patronised in Nigeria that influences consumer behaviour, Nigerian consumers buy different categories of products on digital media platforms and digital marketing influences consumer decision making process. Businesses are also encouraged to carry out in-depth market research, to enable them gain deep insights on the influence of digital marketing on consumer behaviour and decision-making process.
The impact of technology on every sphere of human life is tremendous and fast paced. Today, technology is changing the ways in which marketers and consumers interact as well as offering a wide range of new options. Digital marketing and advertising has been built in a way that allows you to easily measure return on investment ROI. This is an achievement in itself, because prior to the digital age, there were no clear numbers as to how many people advertising reached and what characterized these people KPMG, The new Global Digital suite of reports from We Are Social, a global conversation agency and Hootsuite, a social media management and analytics platform reveals that there are now more than 4 billion people around the world using the internet The number of internet users in is 4.
With the rise of web and the internet, the boom of smartphones, tablets, laptops, and digital technology, transformation of marketing is underway, digital marketing is on a steady rise and will continue to soar. There are several factors that contribute to consumers pull for online content— consumers are the one who decide when, where, what, and how much commercial content they wish to view Korgaonkar and Wolin, The Internet enables consumers to access an unlimited range of products and services from companies around the world, and it has reduced the time and effort they spend on shopping Ko, Jung, Kim and Shim, Traditional marketing no longer lies at the forefront of a campaign.
Whilst it is still integral to raising and maintaining brand awareness, digital marketing has risen through the ranks to sit parallel with offline Bella Design and Marketing, Digital Marketing is an important platform in brand development, brand promotion and brand management and encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers.
The main advantage of digital marketing is that a targeted audience can be reached in a cost- effective and measurable way. Other digital marketing advantages include increasing brand loyalty and driving online sales Alexander, n. The digital age and rise of digital marketing has elicited a paradigm shift in consumer behaviour. We live in turbulent times.
We see tremendous changes in marketing, which has already shifted from the mass communication model — when marketers used to tell consumers what was best for them. They are constantly being flooded with more digital content than ever before. Consumers have become more demanding. They know more than ever about what they want, how they want it and from whom they want Singh, Consumers desire and expect a consistent and personalized service experience, personalized messaging from brands.
The prime change in consumer behaviour is that consumers, increasingly turn away from anything they perceive as marketing. As consumers are becoming tech savvy, they are becoming impatient towards intrusive or irrelevant content and messages. Instead, they look towards reviews of friends, influencers, experts and users, ratings, testimonials, website reviews, google search on the brand etc.
Consumers have reduced tolerance, they expect an immediate reaction to their actions, response to their queries clear and fast and when they are dissatisfied, they can post viral post or tweet to discredit a brand. Consumer behaviour in the digital age is an ever-changing and ever-expanding phenomenon, the digital sphere will experience major and fast paced changes in the near future, and technology will continue its pervasive global impact on marketing strategies.
While change is challenging, it is also exciting. The use of digital technology to research, browse and purchase has gone from segment-specific or sporadic to mainstream Sue, The transformation is largely driven by the influence of digital technology on the shopping experience.
With the emergence of technological development, companies have to change its outlook towards consumers Jose, Today the general consumer behaves differently and expects much more from various products and companies. Changes in consumer behaviour means business and organizations must continually refine their strategies to operate in the digital space. Digital marketing is increasingly important as companies must compete for consumer attention in an online, mobile world.
Digital marketing has changed the way in which marketers brand and market their organizations. Globally a lot of studies have been carried out on digital marketing and consumer buying behaviour but within Nigeria, limited research has been undertaken to analyse the effect on Digital marketing on consumer buying behaviour. Figure 1. Specifically, the study also aims to 1. To examine the various digital social media platforms in Nigeria that could influence consumer behaviour 2.
Identify the categories of products that consumers buy on digital media platforms. To analyse the influence of digital marketing on consumer behaviour 1. H3: Digital marketing influences consumer decision making process 1. For businesses and marketers, this trend poses both challenges and significant opportunities.
This study presents deep and valuable insights on consumer behaviour in the digital era and how organizations can adopt strategies to maintain competitive advantage using digital marketing as a strategic tool. A critical understanding of this trend is very important for the governments as it sets the foundation for policies that will create an enabling business environment, drive economic growth and prosperity using digital marketing as a value driver and protect the interest of consumers.
The scope of the research will include people who have access to internet on digital devices and knowledge about digital marketing and will be drawn from respondents specifically in Lagos, Nigeria This research would be performed and completed during the span of two to three months in order to gather, evaluate and produce result. The first section explains the concept of digital marketing and consumer behaviour.
The next section describes the consumer decision making process, consumer behaviour in the digital era while the last section analyses the factors that influence consumer buying decision. The search for relevant literature was mainly conducted through academic textbooks, internet search engines, and research databases such as Google Scholar. Marketing has been around for a long time.
In the past, businesses have been spreading the word about their products or services traditional marketing channels such through newspapers and word of mouth. Today the development of digital marketing has changed the way brands and businesses utilize technology and digital channels for marketing activities. Promotion of products has become an increasingly important component in the new digital age, mostly thanks to digital marketing. Digital marketing is the innovative in the 21st Century because it utilizes digital technology and mass media devices like television, radio and the Internet to reach a wide spectrum of consumers in an appropriate, significant, and individual manner.
Its role is to maximize the way search engines like Google find your website Wikipedia, Digital marketing is the avenue of electronic communication which is used by the marketers to endorse the goods and the services towards the marketplace. The supreme purpose of the digital marketing is concerned with consumers and allows the customers to intermingle with the product by virtue of digital media Sathya, It is also regarded as the use of technologies to help marketing activities in order to improve customer knowledge by matching their needs Chaffey, Digital marketing includes internet marketing techniques search engine optimization SEO , search engine marketing SEM , content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e— books, and optical disks and games are becoming more common in our advancing technology.
In fact, digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones SMS and MMS , call back, and on-hold mobile ring tones Wikipedia, Internet marketing— often called online marketing or e-marketing is a subset of digital marketing and is essentially any marketing activity that is conducted online through the use of internet technologies.
It is in fact the most important component since the majority of digital marketing activities fall within the boundaries of Internet marketing. The channels that make up digital marketing include: Web sites, Social media platforms, Banner placement, email marketing, mobile marketing, SEO, pay per click campaigns, Web TV, SMS, billboards and anything else with a digital foundation Chris, n.
Businesses are spending more on and partaking in online marketing than ever before, the world over. Understanding the consumer behavioural factors that influence e- marketing effectiveness is crucial. Jenyo and Soyoye, For example, to reach 2, customers by newspaper or direct mailing the budget is around dollars but with digital marketing the cost of advertisement is around dollars Bhargava , 7. From the consumer point of view, digital marketing provides consumers with a wide range of product and service options, bargaining power because they are able to compare prices, convenience as they can shop whenever they want, take advantage of promotions and provide feedback and reviews.
There are two types of SEO: organic and paid advertisement. The algorithms of the search engine are constantly changing, and that is the reason why SEO is an important part of successful online business. Before the Internet became crowded, it only took relevant information out of the webpage, and it gave a good rank. Nowadays algorithms are looking for user experience, design and quality of the webpage. At its best, email marketing allows businesses to keep their customers informed and tailor their marketing messages to their customers.
Also known as "digital marketing" and "e-marketing," social media marketing has purpose-built data analytics tools that allow marketers to track how successful their efforts are. Investopedia, n. Mobile is disrupting the way people engage with brands. Everything that can be done on a desktop computer is now available on a mobile device. From opening an email to visiting your website to reading your content, it's all accessible through a small mobile screen.
Chris, n. There are three main types of affiliate ads: pay-per-click, pay-per-lead, and pay-per-sale. This model is used to direct traffic to websites. Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering.
Display advertising provides advertisers with many creative ad ideas - different sizes and formats, images, and videos, which automatically implies more opportunities for attracting potential customers. Those products may be consumable goods, specialty goods, durable goods or industrial goods. According to Rami , consumer behaviour refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants and consumer buying behaviour is the decision processes and acts of consumers involved in buying and using products.
He further explained that many factors, specificities and characteristics influence the consumer in his decision-making process, shopping habits, purchasing behaviour, the brands he buys or the retailers he goes. A purchase decision is the result of each and every one of these factors.
The consumer is led by his culture, his subculture, his social class, his membership groups, his family, his personality, his psychological factors, etc. The consumers make some decisions under conditions of low involvement, the decision being determined by the environmental cues Solomon, Studies reveal that the consumer purchase behaviour may be viewed from three different perspectives- the decision making, the experiential and the behavioural influence.
Mowen, Kotler explains that when purchasing any product, a consumer goes through a decision making process. This process consists of up to five stages: Stage 1: problem recognition, Stage 2: information search. Stage 3: evaluation of alternatives, Stage 4: purchase decision, Stage 5: post purchase behaviour. An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer.
He further went on to explain the four major factors. Cultural Factors refers to the societal environment, ideas, customs, and social behaviour of a particular people or society, the social factors include groups reference groups, aspirational groups and member groups , family and social roles and status, the personal factors includes such variables as age and lifecycle stage, occupation, economic circumstances, lifestyle activities, interests, opinions and demographics ,the psychological factors includes motivation, perception, learning, beliefs and attitudes.
Today the social, cultural, psychological and personal factors which influence the consumer behaviour are also directly or indirectly influenced by technological factors. Consumers are empowered more than ever before, and this empowerment is due to unlimited access to information and technological revolution. Marketing is about connecting with your audience and customer in the right place and at the right time.
Businesses need to meet their customers where they are already spending time: on the internet. Digital Marketing offers the opportunity for organizations to market and sell their products and services on the internet and other digital platforms Alexander, n. Clodagh, n. The fast evolution of user-friendly tech and instant access to information has made the consumers of today smart and aware.
With ever increasing options available at a tap of the touchscreen, consumer behaviour and preferences are forever in flux. Michael, Today, consumer is making buying decisions in a participatory digital culture. The old consumer behaviour no more fits into this digital era. There is intervention of technology in almost all stages of consumer decision making process Ashman, Solomon and Wolny, In general, the digital environment has provided various benefits for both consumers and businesses.
The digital environment is also likely to have wider economic benefits in terms of increased innovation, creativity, learning, instant and unlimited access and reduced environmental costs associated with transactions Mette, Patrice, Annabel, Mark and Julia, Some of the basic trends and facts about changes in consumer behaviour include: 2.
The number of internet users in is 4. As the number of people gaining access to internet increases, the amount of time that people spend on the internet is also increasing. Consumers are able to access information and opinions within seconds, providing them with enough facts to make informed purchase decisions. Badenhorst, Mette et al. Shrish and Gajraj. Consumers find a product of interest by visiting the website of the retailer directly or by searching among alternative vendors using a shopping search engine, which displays the same product's availability and pricing at different e-retailers.
Online shopping stores in Nigeria are growing in leaps and bounds. They are offer customers the convenience and ease of purchasing products online. Between social media and customer forums, consumers have the ability to both build and destroy brands. Word of mouth was, and still is, king. Customers have always been led by the opinions of friends and family, but nowadays this is corroborated by social media likes and testimonials.
Brand reputations can stand or fall over night, all based on the communication between consumers. Brand loyalty is a consumer behaviour pattern where consumers become committed to a particular brand and make repeat purchases over time. Globalization, rising consumer expectations, digitalization, convenience and a host of other factors has contributed to the decline in brand loyalty such that even loyalty programmes has little or no impact on brand loyalty.
Whether it be the ease of scheduled deliveries or the corresponding reduction in time required, the study shows that the on-demand economy's growth is a product of its alignment to consumers' growing appetite for greater convenience, speed, and simplicity. Jaconi, The On-Demand Economy refers to the economic activity created by technology companies that fulfil consumer demand via the immediate provisioning of goods and services. The emergence of on-demand services, particularly in the transportation, retail, lodging, dining and grocery businesses, is built on mobile technologies that are especially attractive to middle-income Millennials Kerrigan, The on-demand industry which has become a multi-million dollar industry has re-erupted with volcanic intensity over the past four years on a worldwide basis and is replacing traditional business models faster than we anticipated.
The services coupled with a couple of apps empower instant provisioning of goods and services. Companies operating in the On Demand industry include Airbnb, online rental service, Uber an online transportation network company, Deliveroo, an online food delivery company, Instacart, an Internet-based grocery delivery service, Lyft, a transportation network company, Udemy, online learning company, UrbanSitter, online babysitter company, YourMechanic, an online automobile service company Mansuri, It is a technique that helps marketers listen to customers, identify customer interests and preferences as they unfold, and understand and map customer behaviour.
It is aimed at resonating deeply with customers so that they feel valued and appreciated. In order to gain a good understanding of the consumer in the digital economy, it is important to take account of the fact that the consumer may not always behave like the textbook prediction and that businesses may aim to benefit from such non-textbook consumer behaviour.
At the core of our analysis of consumer behaviour in a digital environment is the buying decision process Denis, In this digital era, consumers are having much more possibilities to search and gather information make decisions regarding their planned purchases. The availability of information increased dramatically with the expansion of the Internet, improved algorithm of full text search engines, and development of social networks and mobile technologies Miklosik, This situation enables consumers to assess their purchasing intention in more details and much faster than before.
On the other hand, information noise can be counterproductive, because consumers do not know which source to choose and how trustworthy it is. On the basis of research conducted by Bertilsson , it can be concluded that different marketing channels influences the purchase decision of consumer, especially in case of online purchase.
The research study also shows that digital media serves as a medium to create awareness in purchase process Nevertheless, the purchasing decision-making process is changing continually and some of the factors which influence the consumer buying decision include Price, product perception, product quality, convenience, Brand Image, purchasing power, information, customer service, Internet Access, Security, Trust etc. The knowledge of buying behaviour sheds the light on the psychology of how consumers think, feel, argument and select among existing alternatives e.
The traditional model of consumer decision-making process involves five steps that consumers move through when buying a product or service. Also, they discuss Moderating effects on consumer decision-making like consumer involvement. Consumers do not always move in the exact order through the process; it can depend on the type of product, financial status, digital devices they have, etc. Consumer decision making process is important for marketers because they have to understand these steps in order to design their marketing mix properly.
The consumer decision-making process ranges from simple to complex and is influenced by a variety of factors. It begins with the recognition of a need. It might be as simple as realizing that there are no vegetables left in the fridge.
It is followed by an information search where a consumer starts to search for information from internal and external resources. Need recognition occurs when a consumer is faced with a difference between an actual and a desired state. Consumer needs can be divided into two groups A need can occur immediately and can be a very basic impulse such as getting hungry- internal stimulus.
Digital Marketing and technology allows marketers to connect with their customers and allows customers to receive information anytime and anywhere whether they are at work, in a store, or surfing the web. It also helps marketers to deliver their offerings to their customers by customizing the offers based on the needs of their customers. Digital marketing messages can act as external cues that help consumers to recognize a need, triggering a decision- making process that might result in a purchase.
Digital marketing and technology provides value to customers such as saving time, effort and money and this can motivate consumers to start the buying process Netmera. Information search can be done internally or externally. An external information search is the process of utilizing information from outside environments such as friends and family, public resources, marketing- controlled sources such as radio, TV ads, and digital ads Noel, Compared to traditional marketing methods such as radio, TV and Print, digital technology offers the convenience of accessing and sharing information at their comfort.
With the help of mobile internet, Consumers are able to access information and opinions about products nd services within seconds, providing them with enough facts to make informed purchase decisions.
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|Consumer behaviour dissertation||Students who pursue their course in the field need Consumer Behaviour Assignment Help. Learn how consumer behaviour dissertation do your project better and easily This study presents deep and valuable insights on consumer behaviour in the digital era and how organizations can adopt strategies to maintain competitive advantage using digital marketing as a strategic tool. To analyse the effect of digital marketing on consumer behaviour, probability sampling technique will be used for data collection and both primary and secondary data will be collected. Valuation to determine the fair value of a stock Analysis of factors influencing in selection of mobile service providers in NCR Dr Joost Pennings is an expert in marketing.|
|Consumer behaviour dissertation||Paripex - Indian Consumer behaviour dissertation Of Research, 3 71—2. Godwin Ekeruke. Skip to content. I want to thank Mr. After conducting an information search, customers evaluate alternatives in order to make a final decision. This dissertation aims to address and understand how customers behave when they are aware of store own brands. Businesses are also encouraged to carry out in-depth market research, to enable them gain deep insights on the influence of digital marketing on consumer behaviour and decision-making process.|
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