![]() ![]() In fact, according to Armstrong (2001), even experts in the field of consumer behaviour find it incredibly difficult to study the aspect (p.252). ![]() To study this aspect within the context of Taobao marketplace, the dissertation appreciates that studying customers’ behaviour is an immense challenge even in the well-defined markets. Customers’ behaviour in the context of this dissertation is used to refer to the “study of individuals, groups, or organisations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on consumers and society” (Blackwell & Engel 2006, p.11). This dissertation paper proposes a research to establish the relationship between promotional strategies and customers’ behaviour within Taobao marketplace. This implies that marketing strategies are developed consistently with the characteristics of the target audience so that resources including time and money are not channelled to marketing efforts for non-existing markets or a target audience, which is not likely to respond positively. The purchasing behaviour of consumers is often segregated in terms of various demographic factors such as age, gender, socio-economic status, and religion among others. Attempts to sustain customers involve putting in place appropriate marketing strategies that require a research on the reasons behind motivation of consumers to buy certain products and services.ĭeveloping such capacity is pivotal in ensuring that marketing promotions are developed to target the right audience, which is capable of responding positively to a marketing campaign. Business organisations must understand the behaviour of their consumers to sustain them as the most crucial tools for their success.
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