Rational in Buying Research Proposal Example | Topics and Well Written Essays - 3000 words

Rational in Buying - Research Proposal Example Harrison-Walker (1995) states that it appears that age demographics receive 'scant' attention in the marketing communications literature. Figure 11 shows a general outline of the overall research process as well as a guideline on the structure of the project itself. Due to the rapidly changing environment that is the industry of clothing and grocery, any company needs a clearer understanding of the nature of purchasing varying by age category. This would enable a successful and efficient segmentation and differentiation of its products to the different age groups. With this mind, here is a list of objectives to be accomplished during the process of the research as well a general guideline and outline throughout the research: - Review the findings on the basis of comparison and contrasting and analysis of the results for the different groups, tracing and identifying the differences and similarities and make the final conclusions and recommendations. The brand name of any product has always been considered essential and vital as it was something, which once attached to an ordinary product, made it extraordinary or special. A key function of brands is quality certification. Brand reputation has considerable value more so where consumers find it difficult to judge quality for themselves. Often connected by the price, Premium Branding has enabled producers to establish consumer loyalty, increase consumer and customer awareness and develop and establish extensions of the brand. This makes branding a paramount element of the Marketing Strategy. Although, it was always demanding 'a great deal of long-term investment, especially for advertising, promotion and packaging' (Phillip Cotter 2003). The Image of a Brand, in the eyes of the consumer, may also act as a so called filter or perception of 'good or bad' products. This is easily influenced by marketing variables and/or other social influences over which the commercial marketer has limited control. Although commercial marketers tend to say they have ultimate and very strong control, the reality is slightly more fickle combined with the changing environment and ultimately customers' tastes, wants and needs. However, Marketers anticipating this turbulent environment learned to segment markets, so to focus their time, effort and energy toward a particular