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Consumer purchasing behaviour has been attracting the interest of a great number of academic and commercial parties for many years.
The complexity of the processes with which consumer purchasing can be associated has made the phenomenon considerably difficult to be predicted and controlled. However, as consumers are the most essential source of revenue for business organisations, therefore their behaviour is of significant importance for achieving market survival and financial prosperity.
This is the reason why the present dissertation is focused on researching and analysing the phenomenon in the present financial crisis. As the current crisis is already recognised to be having a major effect on many economic and social aspects of the United Kingdom, the researcher concentrates specifically on revealing the effects the present economic downturn has on the buying behaviour of consumers.
The author is highly interested in revealing the disturbances that can be identified to occur and thus provide valuable insight to commercial and academic parties in the context of predicting and controlling consumer purchasing patterns.
The dissertation is specifically focused on analysing the buyer behaviour changes from a marketing perspective. The author provides a number of suggestions, which were extracted from the conducted secondary and primary investigation. The developed propositions outline the various considerations companies should integrate in their marketing campaigns in order to perform successfully, despite the financial crisis and economic downturn.
Buying behaviour is a phenomenon that varies depending on a wide range of factors, such as: Apart from the essential internal factors, which can be recognised Dissertation credit crunch influential to buying behaviour, there are a number of situational contexts that can be suggested to affect consumer choices.
This is why researchers in the field of consumer buying patterns conclude that it is derivative of function that encompasses economic principles and marketing stimuli Hansen, One of the fields most significantly interested in consumer choice, is the field of marketing Kotler, This is why it can be suggested that the context of the present dissertation could be of significant importance for marketing researchers and professionals.
As the present project aims to analyse the financial crisis effects on consumer behaviour it can be suggested that the in depth scrutiny which the current examination would establish could transform into a valuable source of marketing direction. The financial crisis, which was the result of the sub-prime mortgage crisis in the USA, has transmitted internationally and caused disturbances in a wide range of powerful economies.
Many countries are seen to be on the brink of recession if not already plunged into it Deutche Welle, The direct factors can be recognised as the decreasing disposable income, job insecurity and credit financing hurdles Office for National Statistics, On the other hand the indirect aspects of the credit crunch on customer behaviour can be outlined as the challenges of credit financing and investment capability which commercial organisations face and which make these organisations unable to continue with producing high quality products and customer service The Economist, The research question the current project aims to answer is: As it can be observed, the question the researcher focuses on addressing can be used for outlining the research parameters of the dissertation Bell, In order for a research to yield credible results it should be frame-worked in a manner that clearly structures the contextual boarders of a project.
This can be achieved only through the identification of a set of research variables, to be explored, tested and synthesised in a logical flow Saunders et al.
In the present context, the research focus and the variables which can be recognised are: As it can be observed the research variables outline a clear framework to guide the researcher through the development of a consistent and coherent research process.
Once recognised, the research variables can be addressed through the application of sub-questions and research objectives Easterby-Smith et al.
In this respect the objectives which the dissertation incorporates for responding to the research question are: In the context of forming a clear framework and outlining clear objectives to address the set research question, this dissertation can be divided into six chapters to guide the research process flow.
Chapter 1 introduces the readers to the topic by outlining the aim of the dissertation, the primary research question, the research objectives and the value of the examination. Chapter 2 provides a critical literature review of the topic. The funneling strategy aims to provide greater clarity in the research boundaries as it gradually tightens the research focus by outlining the specific research variables to be explored and examined.
Chapter 3 provides the research methodology employed in the current investigation. The section also reveals the research philosophy, strategy, objectives and sources, which were employed for the successful exploration of the topic.CONTACT US.
Corporate Office 4th Floor, R Danny Williams Building Barbados Avenue, Kingston Tel: () Fax: () [email protected] INTRODUCTION. The financial system is the system that allows the transfer of money between savers and borrowers, and comprises a set of complex and closely interconnected financial institutions, markets, banks, instruments, services, practices, and transactions (Steven M & Sheffrin, ).
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