Can Marketing Affect What Supermarkets Students Shop At And What They Buy? Research Paper Sample

Research Theory and Hypothesis

Over the last decade, the contemporary market has been more and more competitive; hence the market players are required to adapt strategic marketing plan to gain competitive advantage over the others (Yoo & Donthu, 2002 p.92; Zou & Cavusgil, 2002, p.40). Marketing has become a vital concept in the business arena because it associated with increased sales volume. The study would, therefore, like to determine the impact of the marketing on the supermarket students’ consumption behaviors. The study hypothesis was: “effective marketing affects what students shop at and what they buy.”

Sampling and Data Collection

However, the researchers choose semi-structured questionnaire as the most effective and efficient quantitative method. A random sample of three local supermarkets was used to collect data from the students who visit their stores (Candès & Wakin, 2008 p.28).

Formulation of Questionnaire

Closed, multiple choice questions were used because they are easy to answer (Barak & Rafaeli, 2004 p. 93).

The researcher had to meet the responded face to face to enhance the quality of the questions.

Information Collected From the Secondary Data
The secondary sources provided the evidence there is a close relationship between the marketing strategies and the influence power of consumers (Delafrooz, Taleghani, & Nouri, 2014; Dawes & Massey, 2001 p.5). Danaher, Bonfrer & Dhar (2008 p.2-6), found out that through marketing such as advertising the consumers get information regarding the product and also persuade them to consume the products. For example, according to Dhurup, Mafini, and Dumasi (2014), packaging is among the marketing strategies that enhances the brand loyalty. Therefore, the study presumed that marketing has a positive relationship to the students’ consumption behavior.

Primary Research Key Findings

Among the respondents, 63 percent were male while 37 percent were female.
54 percent of the respondents spoke English while 46 spoke other local languages

Approximately, 33 percent said that their consumption behaviors are affected by advertising campaigns

Under the influence of advertising, 35 percent of the respondent said they go for supermarket shopping four times in a week. In normal circumstance, they only go for shopping twice in a week.

Bibliography

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Dawes, P. L., & Massey, G. 2001. Relationships Between Marketing & Sales: the role of power and influence. Management Research Centre, Wolverhampton Business School
Delafrooz, N., Taleghani, M., & Nouri, B. 2014. Effect of green marketing on consumer purchase behavior. QScience Connect.
Dhurup, M., Mafini, C., & Dumasi, T. 2014. The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry. Acta Commercii, 14(1), 9-pages.
Hawkins, D., & Mothersbaugh, D. 2009. Consumer behavior building marketing strategy. McGraw-Hill.
Barak, M., & Rafaeli, S. (2004). On-line question-posing and peer-assessment as means for web-based knowledge sharing in learning. International Journal of Human-Computer Studies, 61(1), 84-103.
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Zou, S., & Cavusgil, S. T. 2002. The GMS: A broad conceptualization of global marketing strategy and its effect on firm performance. Journal of Marketing, 66(4), 40-56.