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Five Consumer Behaviour theories for your MBA dissertation 

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Five Consumer Behaviour theories for your MBA dissertation 

Here are the Five Consumer Behaviour theories for your MBA dissertation. Students are spending their end term dissertation, internship dissertation to parse the thoughts, patterns, and behaviors of consumers. Understanding the theories of Consumer Behaviour for their target audience, they can probe deeper into that audience’s wants and needs to reflect in the MBA dissertation. Over the years, many academicians have invented theories to try and streamline what they believe explains these behaviors.

1. Theory of Reasoned Action

Martin Fishbein and Icek Ajzen originally conceived the theory of reasoned action: a consumer behavior theory that focuses on the relationship between marketing and the preexisting attitudes consumers bring to their purchasing decisions.

According to the theory of reasoned action, consumers act on behaviors that they believe will create or receive a particular outcome, familiar or otherwise. As such, rational decision-making is the chief element of what drives consumers to make purchases.

This consumer behavior concept leans on the significance of specificity over obtuseness. In other words, a consumer may only take a specific action when given a reason to believe there’ll be a specific desired result. From the time the consumer decides to move forward with a decision to the moment the action is finished, the consumer can change their mind or select a different course of action.

This has led marketers to several insights, the first being how they must associate a purchase with a specific positive result. For example, AXE markets its body spray products in such a way that all who use them might believe they have improved desirability with women. The theory then emphasizes the importance of moving consumers through the sales pipeline, rather than keeping them idle, where they might have an opportunity to talk themselves out of a purchase or decide to spend their money on a competing brand.

2. Engel Kollat Blackwell Model

The Engel Kollat Blackwell (EKB) Model is a natural evolution of the ideas found in the theory of reasoned action. This theory of buyer behavior operates on a four-phase process that influences how consumers make purchasing decisions: input, processing information, decision stages, and variables in the decision-making process.

Input is the first phase, which is simply the stage when consumers take in the most marketing materials either through billboards, online advertisements, or in-person displays. Through the data collected in these materials, they graduate to information processing, during which they combine that input with experience and expectations to make the best decision for their current circumstances. Rational insight leads them to the next step, which is where they actually make a purchasing decision based on the information they collected.

The decision process also has five phases: recognition of need, information searching, evaluating alternatives, purchasing (or choosing), and post-purchase outcomes.

During the initial information stage of the EKB model of consumer behavior theory, input is the most valuable. Consumers receive enough information about the product or service to easily recall or turn to the company’s products for future needs, and again during the external influence phase. One industry that has a good grasp of this sequence is the lifestyle industry, where brands know exactly how to market their products to trigger a desire in the consumer, usually so they look, smell, or feel better than they would if they used competing brands.

3. Motivation-Need Theory

In 1943, the broader psychological community felt the impact of Abraham Maslow’s hierarchy of needs: a theory that insists that individuals act to satisfy and fulfill their needs based on a system of five priorities of increasing importance — physiological survival, safety, love, esteem, and self-actualization.

Maslow’s theory was used across business and marketing classes to explain why consumer-tailored marketing messages were critical to sales success. By appealing to consumers in a way that relates to their level of need, marketing campaigns could prioritize purchases that instill significance and urgency.

Marketers with a strong understanding of motivation-need consumer behavior theory can effectively craft campaigns and advertisements around an artificial need that they control within the consumer. A common modern example comes in the form of luxury carmakers that emphasize the safety and security features within their vehicles over the aesthetic, convincing consumers that spending their money on an expensive luxury car is acceptable because it fulfills the need to provide physiological safety for oneself and family.

4. Hawkins Stern Impulse Buying

In contrast to the focus on rational action found in most other theories of consumer behavior, Hawkins Stern put its focus on impulse behavior. It’s Stern’s argument that the impulse to purchase was only one-half of average consumer behavior, fitting neatly beside tendencies toward more rational purchasing decisions. These impulse decisions are influenced mostly by external stimuli like walking past a convincing advertisement and possess very little relationship to traditional decision-making habits.

Impulse buying exists on four levels of the Stern philosophy. The first level is the quick, pure impulse purchase, like making a last-minute purchase on the way out of a grocery or hardware store. The second level is known as the “reminded” impulse purchase, which makes associations between one product and another. For example, placing chips and salsa in the same aisle, so if you’re planning to buy one, you’re reminded you may want the other.

The third level is the suggested impulse purchase, such as tacking on a warranty offer as you purchase electronics or power tools. The fourth level is the planned impulse decision, which is deliberate in that consumers know they want to buy a type of product, but just aren’t sure of the specifics.

Marketers have spent years trying to master the power of impulse purchases. From the art of packaging to the arrangement of a product on store shelves, everything has an impact on the target audience’s impulse control.

5. Theory of Buyer Behavior

The core concept present in the theory of buyer behavior is that purchasing behavior is, generally speaking, reliably repetitive and prone to establishing a familiar purchasing routine to save time and simplify the decision-making process. In answer to this, the theory seeks to identify the elements of that decision process and note any changes that occur, and whether those things grew out of a commercial and social environment that any given brand could influence.

According to this consumer behavior theory, a buyer’s preferred choice of brand is informed by motives; alternative choices, or courses of action; and any decision mediators that match the motives with those alternatives, such as whether the buyer thinks coffee is better in the morning or the evening. Through understanding these mediators, the alternative brands on the market, and the brands the consumer is aware of, there’s room to find a gap and make something that fills that gap.

In addition, there’s an opportunity when a new buyer is in the market to purchase a new type of product (product class), but lacks experience or knowledge of the product needed. The information the buyer seeks or accidentally receives from a third party is processed through the lens of what’s needed and how well that product might fulfill that need.

It may also be compared to previous types of products and use a similar process in making the new decision. For example, according to the theory of buyer behavior, a buyer may generalize the experience of purchasing a refrigerator and use that experience to inform the purchase of a new dishwasher.

Regardless of the source, the one making the purchase develops the decision mediators needed to reliably choose that brand in the future based on what seems to have the best potential for satisfying the purchaser’s motives.

Therefore, the above five consumer behaviour theories for your MBA dissertation, is useful for writing consumer behaviour dissertations in your marketing course. If you are seeking directions in BBA marketing dissertation topics, MBA marketing dissertations topics, applying these Five Consumer Behaviour theories for your MBA dissertation will help you to score more. Get top dissertation writing tips from dissertationshelp4u.com, and the question of how to score high in dissertation will be fulfilled for you.

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HOW TO FIND A GOOD RESEARCH TOPIC: PART 1

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HOW TO FIND A GOOD RESEARCH TOPIC: PART 1

The puzzle of finding an apt #dissertationtopic that interests you and also gets approval from the professor is a huge challenge for international students. HOW TO FIND A GOOD RESEARCH TOPIC: PART 1, Read below . The issue in business management is related to the real world problems or issues and are usually finding its way out as pertinent dissertation topics. So if you are undertaking a course where it requires you to submit an end term dissertation, you need to start working on it without any delay. This helps to build a rapport with the #universityprofessor and understand which type of dissertation prevails as per particular university norms. It definitely need to meet the domain or subject area and also meet the university examining body rules and requirements. Ideally a research topic should be able to address a issue or a research problem and should be able to focus on independent variables and dependent variables in research subject area context. Some universities however have different norms, as a particular university will allow a student to collect the research data on their own, while the other university will want the research to be based on already collected data.

Professors advice that the research topic for a dissertation topic must be within the domain area already taught, and that which the university student is capable of taking up, which excites the student’s thought process. Defining university #studentcapability it can be considered in a variety of ways, where the student at personal level need to feel comfortable with existing knowledge level or show interest in developing skills and motivation to learn more about it. It is assumed that the university student will develop research skills as a part of the university curriculum for completing dissertation. Professors want that the student while narrowing down on the choice of #dissertationtopic should have a genuine interest in it. This is because the dissertation can be spread over couple of weeks or months and the student hence need to drive it as per motivation level and as per #researchstages. So a vague topic that is hot in the market with shady knowledge level will likely to get stuck in the middle. So rather research students should try to choose from the areas which interests and also has the thirst to know more.

Interestingly, in executing the dissertation there are other factors like time and finance which ultimately defines the student’s capability in meeting the university #dissertationdeadline. Therefore there can be research topics which requires extensive travel and test the financial resources a student have or the required number of sample size to be covered in due time. Capability of the student can also depend on how well the data collection procedure is organised. This is not easy as it seems, as research primary data is key to the reliability of the proposed #researchprocess, however, the sensitivity factor or a #researchtopic will challenge the managers of a firm not to divulge information. So the scope of research will not be met, as though the topic is fascinating but discussing these elements with the professors will help the student to understand the accessibility factor of managers for a sensitive topic.

Professors also point out that relating the class lectures will help students to understand the relevant #models and #theories in the research subject area. This is a huge bonus as it is likely to be asked in the examination, while the research literature review will help to discover more about the related empirical studies. A known area of already studied material will ease the research topic dilemma and a good research topic can be simple, relating two variables in the relevant context. The most common recommended method is to go through literature review to find the gaps in the proposed topic and be able to frame out the research questions and research questions. 

Distractions are bound to happen, as temptations from batchmates and gaining fresh insights are likely to puzzle the student. It is a nightmare for many students as the point is that post dissertation there can be #dissertationvivavoce and #dissertationpresentation which is also challenge if the topic is new. If the issue is fresh and hot, the student needs to ensure that substantial research about the company, the research issue and literature review should already have been done. It is important as the results of the dissertation findings should be explainable by the student and if the symmetry of outcomes and #literaturereview is not done, then the student is likely to score less marks. Lastly the choice of research path and methodology is important and not the topic when we argue about the course and your career. Therefore if it’s a research job or teaching position you are looking for then fundamentals should be clear, while a #researchtopic chosen which will help you to get a plush job in a company should show applicability and testing issues element in your research topic. HOW TO FIND A GOOD RESEARCH TOPIC: PART 1

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