Consumer behaviour towards new and improved products: Comparative analysis on UK and US

By

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

The paper focuses on attitudes and behaviour on the concept of the consumer's buying behaviour towards new products, different consumers have got different decision making process. The buyer's ultimate goal is to buy the product of qualitative, quantitative with low/best affordable price. In order to identify different kinds of behaviour of consumer towards buying of new and improved products. The researcher has carried out buying behaviour of youth and different kind of consumer behaviour models, literature and theory of consumer behaviour. The research design was based upon a review and synthesis of the academic literature and car data, which helped identify theoretical concepts and hypotheses appropriate for this study, and which also developed and research methodology for this study. Methods of qualitative data collection included observation, focus groups, and face-to-face interviews, which was content analysed. The quantitative data collection was by questionnaire survey in the UK and US, which, after elementary statistical analysis. However, the UK data did not lend itself to principal component, since the questionnaire was modified to facilitate co-operation of British respondents. For the UK, simple statistical analysis and a test of significance for differences in percentage of respondents selecting the key attributes of their own marquee were conducted.

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION1

Background of the Study1

Purpose of the Study2

Problem Statement2

Rationale of the Study3

Aims and Objectives4

Theoretical Framework4

Research Questions6

Ethical Concerns6

Outline of the study7

CHAPTER 2: LITERATURE REVIEW9

Consumer Behaviour9

Applications of Consumer Behaviour11

Modern Theory of Consumer Buying13

Consumer Behaviour towards New and Improved Products14

Intrinsic Variables15

Consumer Behaviour in United States17

Consumer Behaviour in United Kingdom19

Behaviour directed toward a goal vs. Experiential behaviour21

Comparative Analysis: Behaviour of Consumer in UK and US22

Cultural Influence23

Social influences/class25

Groups26

Involvement27

Product Evaluation27

Features of Consumer Behaviour28

Sociology29

Psychology29

Classically conditioning Consumer behaviour31

CHAPTER 3: METHODOLOGY35

Research Design35

Instrument36

Research Process36

Survey Questionnaire37

Design and Aplication of Questionnaires37

Questionnaire Responses38

Data Collection38

Likert Scale39

Confidentiality39

Reliability/Dependability39

Validity41

CHAPTER 4: RESULTS AND FINDINGS43

Analysis of Interview Questionnaire43

Question 01: New and Improved products43

Question 04: Word of mouth45

Question 05: Culture influence46

Question 06: Brand and Quality46

Question 07: Products design and packaging47

Question 08: Comparison of Products48

Question 09: Trust in the quality of Product48

Question 10: Trust in development of relation49

Descriptive Statistics50

Interpretation of Results: Level of Acceptance51

CHAPTER 5: CONCLUSION52

REFERENCES54

APENDIX60

Questionnaire60

CHAPTER 1: INTRODUCTION

Background of the Study

During the first decades of the twentieth century, there were two principles at work . The first was focused on the economics of marketing using branding to establish the legitimacy and prestige of a business in order to present the brand's value proposition to the consumers, while the second is close to what he refers as “P.T. Barnum hucksterism” , where consumers are seen as innocents that could ...