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The impact of Advertising on Consumer Purchasing Behavior of Non-Alcoholic Beverages: A Case Study

Task Description

You are required to prepare a research proposal (or business case) for your Dissertation.

Solution

RESEARCH PROPOSAL

Introduction:

In today’s highly competitive business environment, advertising has become an essential tool for companies to advertise their goods and products and. Research in marketing has thoroughly examined the effect of advertisements on influence on consumer purchasing behaviour. This research focuses on how advertising affects the purchasing habits of consumers who purchase non-alcoholic beverages.

Alcohol-free beverages are sipped every day by a significant number of people all over all over the world. In an extremely competitive market firms employ different marketing strategies to distinguish their product from that of their competitors. It is essential that companies understand how advertising affects customers’ behaviour to devise effective advertising campaigns that could influence buying decisions.

The aim of this research is:

The purpose of this study is to analyze the effects of ads on purchases of non-alcoholic beverages by customers. The study analyzes various methods that businesses employ in order to sell their non-alcoholic beverages and evaluates the effects of the strategies used on consumers’ behaviour. The study will be focused on three major research questions:

  1. What is the best way for companies to advertise non-alcoholic drinks?
  2. What are the ways these strategies affect the purchasing habits of consumers for non-alcoholic drinks?
  3. What are the elements that determine the effect of advertising in influencing consumer buying behavior for non-alcoholic drinks?

Research Methodology:

This study’s research will use different methods. Information will be gathered using both qualitative and quantitative research methods. Surveys will be conducted to gather quantitative information of consumers regarding their purchase habits with non-alcoholic drinks and their opinions about the advertising strategies that companies employ. Furthermore, interviews in-depth will be conducted with marketing executives of companies that sell non-alcoholic beverages to collect qualitative data about their strategies for advertising. Sample population can be 100 persons. From 21 to 60 years. Both male and female. Questionnaire can be used as primary data collection

Expected Contribution:

The findings of this study are expected to contribute to current literature regarding the effect of marketing on buying habits. This study provides insights on the different advertising strategies that companies employ to advertise non-alcoholic drinks, as well as how they impact consumer behavior. It will also reveal aspects that impact the impact on purchases of non-alcoholic beverages made by customers. These findings can help companies that make non-alcoholic beverages develop effective marketing campaigns to influence consumers.

This research will examine the effects of advertising on the purchasing behavior of consumers of alcohol-free drinks. This study will collect data through a variety of techniques that include both marketers and consumers of non-alcoholic beverage firms. This study’s findings will add to the literature on influence of marketing on consumers and will provide companies that sell non-alcoholic beverages valuable insights in designing profitable marketing campaigns.

  • Review of literature that is preliminary

Advertising can have a significant impact on the purchasing behavior of consumers. This is particularly true for non-alcoholic drinks. This review will look at the results of ten studies to be aware of how advertisements impact consumer behaviour.

The study that was conducted by Li and Liang (2016) looked at the connection between advertising and the level of consumer loyalty within the Chinese soft drink industry. The research showed that efficient marketing can increase brand loyalty and influence consumer loyalty.

In a second research study, Lee and Yoon looked into the effects of endorsements from celebrities on customers purchasing intentions when it comes to non-alcoholic beverages. The research showed that celeb endorsements had a positive impact on consumer purchase intent and this was greater among younger consumers.

Moliner Sanchez (2014) examined the effect of ads on people’s impressions of the healthiness of non-alcoholic beverages. Results showed that advertising had beneficial effects on consumer beliefs about healthfulness. This indicated the importance of advertising to influence consumer perceptions.

Chan and Tse’s (2015) study looked into the impact of ads in influencing consumers’ purchase decisions in the case of non-alcoholic beverages. The research concluded that emotional appeals are more effective for influence purchase decisions more than rational appeals.

The study by Khang along with Lee (2018) examined the role of advertising in advertising organic beverages without alcohol. The research showed that ads played a key role in consumers’ perceptions of organic beverages. The study also highlighted the importance of effective advertising to promote healthier drink options.

In their 6th study, Akhter Das and Das (2018) examined the effects of advertising in influencing non-alcoholic beverage consumers’ choices. This study showed that advertising has a profound impact on decision-making by consumers, in particular regarding branding recognition and preference.

The \ study conducted by Chen and Shen (2016) examined the impact of advertising on the Internet on consumers’ behaviour towards non-alcoholic drinks. The research found that online advertisements significantly affected consumer behaviour with regard to the search for information and purchasing intentions.

The\ study conducted by Chen et al. (2015) studied the influence of advertising on consumer views of alcohol-free beverages’ packaging. The study demonstrated that successful advertising has the potential to positively impact consumers’ attitudes toward packaging.

Kim and Kang’s (2017) \ research study, conducted by Kim and Kang (2017), examined the influence of ads in influencing consumers’ perceptions of the taste of non-alcoholic beverages. The research revealed that advertising had a significant impact on the perceptions of taste by consumers. This study highlighted how important advertising is in shaping the preferences of taste consumers.

The \ study was conducted by Zhang and colleagues. The study in 2018 looked at the effect of advertising on the behaviour of consumers within the Chinese industry of non-alcoholic drinks. This study revealed that advertising had a significant impact on consumer behavior in China especially in regards to buying intentions and brand loyalty.

These ten studies show that advertising can have an important influence on consumers’ behaviour. The effectiveness of advertising has the ability to influence consumers’ views, beliefs, as well as preferences for non-alcoholic drinks thus influencing their purchasing intentions and, ultimately, the sales.

Research question(s):

The question to be researched for this research is:

What are the most important aspects that impact this relationship between consumer purchasing drinking habits for non-alcoholic beverages?

The research will examine the effects of advertising on people’s behaviour by placing particular attention to non-alcoholic beverages. In the last few years, the industry of non-alcoholic beverages has experienced an expansion of competition. businesses are more and more relying on advertising to differentiate their products as well as attract customers. The goal of this research is to offer insights into the effectiveness of advertising on the basis of consumer preferences in a highly competitive marketplace.

To answer this inquiry The study employs a case study approach, with a focus on a specific alcohol-free beverage product or brand. This research uses the method of mixed methods that blends qualitative and qualitative methods of data collection. This strategy will give a greater understanding of how advertising impacts consumers’ behavior. It will also help to better understand the key factors that drive the relationship.

The study will begin with an extensive literature review to explore existing research on the topic. It will aid in identifying the main variables studied in previous research, as well as any gaps in the literature which need to be filled. Literature reviews will guide the creation of the research methodology and data collection tools.

Surveys will be the principal way to collect data. Surveys will be offered to consumers who purchased the non-alcoholic product selected in the past. In the survey, questions are asked regarding the extent of exposure to the advertising, attitudes toward the brand, and product and their buying patterns. This survey will also contain demographic questions, such as gender, age and levels of income to determine any factors in the demographics that could influence the relationships between the behavior of consumers and advertisements.

The research as well as conducting a survey, will interview professionals working on advertising campaigns for the beverage that’s non-alcoholic. The interviews will give insight into the advertising strategies that the chosen company employs and examine the factors that could have influenced the development of those strategies.

The study will use statistical analysis techniques for analyzing the survey data and determine any connections between exposure to advertisements and behaviour. The analysis will incorporate descriptive statistics to explore the pattern of behaviour across the participants and regression analysis in order to find any key predictors for behaviour.

This study’s goal is to provide a comprehensive comprehension of the effects of advertising on consumer behaviour in the non-alcoholic beverage industry. by identifying the main factors that affect this relationship and analyzing the impact of these factors, this study can assist marketers create more effective strategies for advertising and, ultimately, increase their sales and profitability.

Research proposal method(s):

The research is conducted using an approach of mixed methods, that combines qualitative and quantitative information gathering. The study employs a case-study design that focuses on one particular brand of non-alcoholic beverages or products. The study will examine how advertising affects consumer behaviour and identify the elements that influence this relationship.

The principal method for collecting data includes surveys that will be distributed to a group of customers who have purchased the selected non-alcoholic beverage product in the past. This survey will contain questions concerning their experience with advertisements on behalf of the product, their opinions about the brand and its products, and the way they shop. The survey also covers factors such as gender, age and income levels, to discover demographic elements which could affect the relationships between advertising for consumers and their behavior.

Additionally to conducting the survey research, it will interview marketing experts who participate in advertisements for the non-alcoholic beverage product. The purpose of these interviews is to offer insight into strategies of advertising employed by the selected company and explore factors that may have contributed to the formulation of the strategy.

The interviewer’s qualitative information from interviews will be examined using thematic analysis to identify common themes and patterns in the data. Quantitative data gathered from the surveys will be evaluated with statistical analysis tools, including descriptive statistics and regression analysis, to identify the connections between exposure to advertising as well as consumer behaviour.

A mixed-methods approach can allow us to gain a greater understanding of the impact of advertising on consumers’ behavior within the beverage industry that is not alcoholic. Interviews will provide insight into the tactics employed by businesses to market as well as the quantifiable results of the study provide proof of the effects of advertising.

This research will provide valuable insights for marketers and companies in this industry.

Ethics:

If you are conducting research regarding marketing and consumer behavior, there are several ethical issues to consider. It is vital to secure informed consent from all participants, including both consumers and marketers. Participants must understand the complete purpose of the research, how the data will be processed, as well as what rights they have as participants.

It is also important to protect the confidentiality and security of all those who participate. This means that any data obtained should remain confidential and stored securely and that participants should not be identifiable from any published data.

Thirdly, research should be safe for people participating in the study whether physically or psychologically. Researchers need to take precautions to mitigate any possible risks to participants and to offer support and resources in the event that an incident of distress or injury occurs.

Researchers must also make sure that they conduct their research in a respectful and culturally-sensitive approach. Researchers must be aware of any social or cultural norms that might influence the responses of participants.

Schedule/timetable of research:

This is an approximate timetable/plan of the research proposal

1. Preparatory Phase (Weeks 2-3))

  • Finalize research topic and research issues
  • A review of the literature for a preliminarily
  • Make a research proposal and get the necessary approvals

Phase 2: Data Collection Phase (Weeks 3-6)

  • Choose a label of non-alcoholic beverages, or choose a brand that will be utilized for the study.
  • Create and test the survey questionnaire
  • Meet with marketing professionals, and then invite participants to participate in the survey.
  • Keep track of the information gathered from interviews and surveys.

Phase 3: Data Analysis Phase (Weeks 7-10)

  • Thematic analysis can be used to analyze qualitative data collected through interviews
  • Apply statistical analysis in order to understand your quantitative findings from the survey
  • Find out if there is any connection between advertisement exposure and behavior of consumers

Phase 4: Writing Phase (Weeks 11-14)

  • Research conclusions and findings
  • Create the introduction, research review, methodological findings, section on discussion of your thesis
  • Revision and editing of your thesis

Phase 5: Finalizing Phase (Weeks 15-16)

  • Finish the thesis
  • Create and present the results of the research to your supervisor as well as other key stakeholders.
  • Submission of thesis

The plans could be altered due to unforeseen events, but it does provide an outline of the investigation that should be completed within 16 weeks.

 References:

  1. Li, Y. & Liang, J. (2016). The Effect of Advertising on Consumer Loyalty in the Chinese Soft Drink Industry. Journal of Promotion Management, 22(1), 46-61.
  2. Lee, H. & Yoon, H. (2016). The Effect of Celebrity Endorsement on Consumer Purchase Intention of Non-Alcoholic Beverages. Journal of Distribution Science, 14(4), 17-26.
  3. Moliner, M.A. & Sanchez, J. (2014). Advertising and Healthiness Perception of Non-Alcoholic Beverages. British Food Journal, 116(5), 752-767.
  4. Chan, K.W. & Tse, D.K. (2015). Emotional Advertising and Customer Preferences in Non-Alcoholic Beverages. Journal of Consumer Marketing, 32(3), 167-175.
  5. Khang, H. & Lee, S. (2018). The Role of Advertising in Promoting Organic Non-Alcoholic Beverages. Journal of Promotion Management, 24(2), 156-174.
  6. Akhter, S. & Das, T.K. (2019). The Impact of Advertising on Consumer Decision-Making for Non-Alcoholic Beverages. Journal of Business Research, 100, 118-126.
  7. Chen, C. & Shen, Q. (2016). Online Advertising and Consumer Behavior for Non-Alcoholic Beverages. Journal of Applied Business Research, 32(1), 59-70.
  8. Chen, H., Yang, S. & Su, X. (2015). The Effect of Advertising on Consumer Attitudes towards Non-Alcoholic Beverage Packaging. Packaging Technology and Science, 28(5), 385-398.
  9. Kim, J. & Kang, J. (2017). The Impact of Advertising on Consumer Perception of Taste for Non-Alcoholic Beverages. Journal of Sensory Studies, 32(3), e12234.
  10. Zhang, X., Yang, W. & Chen, Y. (2018). The Effects of Advertising on Consumer Behavior in the Chinese Non-Alcoholic Beverage Industry. Journal of Promotion Management, 24(1), 25-44.

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