Consumer research Essay Example | Topics and Well Written Essays - 2000 words

Consumer enquiry - Essay ExampleThe researcher has found that body knowledge regarding Confusion in Marketing or consumer bewilderment regarding selling practices has been developed in the past 30 years or more. At this point, it would be rational to think that researchers from various background and time periods have conducted research on various aspects of the study in last 30 years. In such background, the researcher has selected two academician phrases addressing two various dimensions of the topic Confusion in Marketing and in the next section, the essay will identify, label, compare, analyze and ruminate upon methodological choices in the two academic articles in terms of design of the research, data collection method, sampling and data collection, ethical aspects of the research, criteriology issues, problems or complications regarding the research etc. Articles in Discussion In the last 20 years, the world has become more globalized consumerism has reached its pick, te chnological integration has revolutionized the concept of marketing promotion, evolution of interactive neighborly media marketing took place and many other divergent occurrences happened. Same argument holds true for the research flora of academic scholars regarding the topic Confusion in Marketing. ... In case of Balabanis & Cravens (1997) academic article titled as Consumer Confusion from Own Brand Lookalikes An Exploratory Investigation, the research accusative was to understand how lookalikes from other blots or products having convertible packaging, design and graphics as of leading brands creating mix-up among customers. In case of Srivastavas (2011) academic article titled as Understanding brand identity confusion, research objective was to unveil the consumer perception about Cinthol (Indian bathing soap brand) and to understand the importance of brand identity of a product and the factors influencing it (Srivastava, 2011, p. 340). To define consumer confusion regardi ng lookalike, Balabanis & Craven (1997) identified five different factors whitethorn that may invoke brand confusion among customers. However, previous researchers such as Foxman, Muehling & Berger (1990) and Foxman, Berger & Cote (1992) also identified similar kind of factors that may create confusion among customers regarding marketing practices of different marketers. Namely, five factors that can invoke marketing confusion are reason behind purchase, physical state of customers, physical environs or geographical position of the purchase, previous brand experience and temporal environment or time constraints. The academic article of Balabanis & Craven (1997) also considered the cognitive biasness model of Zaichkowsky (1985) and lack of consumer knowledge Sirdeshmukh & Unnava (1992) while understanding the source of consumer confusion regarding lookalikes. As research findings, academic article of Balabanis & Craven (1997) found that consumer confusion to lookalikes were only lim ited