What is a Literature Review? • A piece of academic writing – Includes current knowledge on a topic, substantive findings, theories and methodological contributions • Generally secondary sources, and do not report new or original experimental work (Not to say they don’t contain original information) 2 · The structure of a literature review. A literature review should be structured like any other essay: it should have an introduction, a middle or main body, and a conclusion. Introduction. The introduction should: define your topic and provide an appropriate context for reviewing the literature; establish your reasons – i.e. point of view A literature review is a survey of everything that has been written about a particular topic, theory, or research question. It may provide the background for larger work, or it may stand on its own. Much more than a simple list of sources, an effective literature review analyzes and synthesizes information about key themes or issues. Book Review Annotated Bibliography Literature Review
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edu no longer supports Internet Explorer. Log In Sign Up. Download Free PDF. Consumer Buying Behaviour — A Literature Review. Download PDF. Download Full PDF Package This paper. A short summary of this paper. READ PAPER. The knowledge of consumer behavior helps the marketer to understand how consumers think, feel and select from alternatives like products, brands and the like and how the consumers are influenced by their environment, literature review outline pdf, the reference groups, family, and salespersons and so on.
A consumer"s buying behavior is influenced by cultural, social, personal and psychological factors, literature review outline pdf. Most of these factors are uncontrollable and beyond the hands of marketers but they have to be considered while trying to understand the complex behavior of the consumers. Consumer is the study "of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires" Solomon7.
In the marketing context, the term "consumer " refers not only to the act of purchase itself, but also to patterns of aggregate buying which include pre-purchase and post-purchase activities. Pre-purchase activity might consist of the growing awareness of a need or want, and a search for and evaluation of information about the products and brands that might satisfy it.
Post-purchase activities include the evaluation of the purchased item in use and the reduction of any anxiety which accompanies the purchase of expensive and infrequently-bought items. Each literature review outline pdf these has implications for purchase and repurchase and they are amenable in differing degrees to marketer influence Foxall Engel, et al. Simple observation provides limited insight into the complex nature of consumer choice and researchers have increasingly sought the more sophisticated concepts and methods of investigation provided by behavioural sciences in order to understand, predict, and possibly control consumer behaviour more effectively.
Psychology, social psychology, and sociology are the disciplines most widely employed in this endeavour which has become a substantial academic industry in its own right. This article presents a review of the literature, in the field of consumer buying behaviour.
The first section, describes, the importance of literature review outline pdf factors including lifestyle and its impact on the consumer buying behavior. The second section describes the dominant, positivistic consumer perspectives, literature review outline pdf.
The third section, presents a methodological and analytical overview of the traditional perspectives. The remainder of this section is devoted to presenting the highlights of the debate between the recent non-positivist perspectives and the traditional positivist-based approaches.
This discussion surrounds the issues of fundamental assumptions and techniques of analysis of various alternative modes of enquiry. The main purpose of this article is to identify different streams of thought that could help and guide for future consumer researchers.
Risk aversion is a measure of how much consumers need to be certain and sure of what they are purchasing Donthu and Gilliland, Highly risk adverse consumers need to be very certain about what they are buying, literature review outline pdf. Whereas less risk adverse consumers can tolerate some risk and uncertainty in their purchases. The second variable, innovativeness, is a global measure which captures the degree to which consumers are willing to take chances and experiment with new ways of doing things Donthu and Gilliand, The shopping motivation literature is abound with various measures of individual characteristics e.
Measures by Donthu literature review outline pdf Gilliland were used to measure innovativeness and risk aversion.
PERCEIVED FITPerceived fit is an attitudinal measure of how appropriate a certain channel of distribution is for a specific product. In fact, literature review outline pdf, perceived fit was found to be more important than consumer"s preferences for the distribution method or service. QUALITYIt is our aim to provide the best product for the consumer and we believe that if the products have quality the consumer will pay the price, says Amal Pramanic, regional business director.
A product has to draw the attention of the consumers through an outstanding packaging design. Earlier packaging was considered only a container to put a product in, but today, research in to the right packaging is beginning at the product development stage itself. Packaging innovation has been at the heart of Dabur"s attempt to rap with the urban consumers. It spends large sums annually on packaging research.
This is always a strenuous exercise and one of the tools for the same is marketing. There is no specific game rule available for using these marketing tools. The reason is: each promotional tool has its own characteristics.
catalog, literature review outline pdf, internet, and bricks-and-mortar retailer. Through frequent use consumers should become accustomed to using the channel which reduces their apprehension and anxiety in purchasing products through the channel. A brand attitude cannot be performed, unless a consumer is aware of the brand.
In memory theory, brand awareness is positioned as a vital first step in building the bundle of associations which are attached to the brand in memory Stokes, literature review outline pdf, Prior family influence research has focused on intergenerational rather than intergenerational influence in consumer generationalisation. As has been compellingly demonstrated, parents influence children.
Yet, consumption domains clearly exist where sibling efforts literature review outline pdf also be exerted. SHOPPING MOTIVESShopping motives are defined as consumer"s wants and needs as they relate to outlets at which to shop. Two groups of motives, functional and nonfunctional, have been proposed by Sheth Functional motives are associated with time, place, and possession needs and refer to rational aspects of channel choice, literature review outline pdf.
Whereas non-functional motives related to social and emotional reasons for patronage. The functional motives included: convenience, price comparison, merchandise assortment. The nonfunctional motives entail: recreation.
Thus, a brief discussion on the early models of buyer behaviour, proposed by economists is presented, followed by a discussion on each of the traditional perspectives in consumer research that emerged thereafter. These are the behavioural, cognitive, trait, motivational, attitudinal, and situational viewpoints.
Overall, the objective of this section is to outline the features and the central arguments of each of these perspectives. While a detailed analytical review of the paradigms is presented in section literature review outline pdf, at this stage it is worth noting, that the traditional perspectives while diverse with respect to the many aspects of consumer behaviour they investigate, are fundamentally similar in terms of their philosophical and methodological bases for undertaking the examination of consumer issues.
That is, they literature review outline pdf built on the common foundations of "rationalism" literature review outline pdf share allegiance to the principles of a single traditional, positivist-based approach to consumer research.
Literature review outline pdf early economic view considered consumer behavior in terms of a single act of purchase itself, and post-purchase reactions. Economic theory holds that purchasing decisions are the result of largely "rational" and conscious economic calculations. Thus, the individual buyer seeks to spend his income on those goods that will deliver the most utility satisfaction according to his tastes and relative prices. The antecedents of this view can be traced back to Adam Smith Alfred Marshall consolidated the classical and neoclassical traditions in economics, into a refined theoretical framework which came to be known as the theory of marginal utility.
His theoretical work aimed to simplify assumptions and thereby examine the effects of changes in single variables e. While economic models such as the Marshallian theory of "marginal-utility" are useful to the extent that they provide behavioural hypotheses e. For example, Eva Muller reported a study where only one-fourth of the consumers in her sample bought with any substantial degree of deliberation. The Marshallian model ignores the fundamental question of how product and brand preferences are formed.
Several studies have identified the impacts of price differentials on consumers" brand preferences; changes in product cues on demand variations; changes in price on demand sensitivity; and scarcity on consumer choice behaviour amongst many others Lewis et al.
Thus, the behaviourists approach the consumer, as a "black box" and thereby assume that consumer behaviour is a conditioned response to external events. The behavioural perspective therefore focuses on external environmental cues such as advertising that stimulate consumer response through learning.
The strategic emphasis, of the behavioural modification theories, for example, are to devise a set of expanded behaviour modification techniques e. that can be used to literature review outline pdf, modify, and control consumer behaviour Peter and Nord While a number of researchers have proposed models to study learning principles e.
Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time, this second stimulus causes a similar response because it is associated with the first stimulus. The theory of classical conditioning is rooted in Pavlov"s research on digestion in animals, literature review outline pdf.
Pavlov induced classically conditioned learning by pairing a neutral stimulus a bell with a stimulus known to cause a salivation response in dogs dried meat powder. The literature review outline pdf was an unconditioned stimulus UCS because it was naturally capable of literature review outline pdf the response. Over time, the bell became a conditioned stimulus CS resulting in a conditioned response CR.
Thus, conditioned effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times. The basic form of classical conditioning demonstrated by Pavlov primarily applies to responses controlled by the autonomic e. That is, it focuses on visual and olfactory cues that induce hunger or thirst. When these cues are consistently paired with conditioned stimuli, such as brand names, consumers may learn to be hungry or thirsty, literature review outline pdf, when later exposed to brand cues.
Classical conditioning can have similar effects for more complex literature review outline pdf. Even a credit card becomes a conditioned cue that triggers greater spending, especially since it is a stimulus that is presented only in situations where consumers are spending money.
People learn that they can make larger purchases when using credit cards, and they also have been found to leave larger tips than they do when using cash Feinberg This perspective views people as problem solvers who actively use information from the world around them to master their environment.
However, much debate surrounds the issue of literature review outline pdf or when people are actually aware of these learning processes, literature review outline pdf. On the one hand, there is some evidence for the existence of unconscious procedural knowledge.
Literature review outline pdf is, people apparently do process at least some information in an automatic, passive way, which is a condition that has been termed mindlessness Langer Nonetheless, many modern theorists are beginning to regard some instances of conditioning as cognitive processes, especially where expectations are formed about the linkages between stimuli and responses.
The information processing theory or cognitive theory is central to the variety of hierarchy of effect models which, as Barry and Howardexplain, posit that consumers go through a "variety of stages, namely cognitive, affective, and conative, in responding to advertising, and other marketing messages". Accordingly, "the dominant pattern of relationship between the three stages is that literature review outline pdf thought precedes both affect feeling and conation behaviour " Marsden and Littler7.
The most widely accepted position that opposes behaviourism is that thought and feeling can produce change in action directly.
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Literature Review Template Definition: A literature review is an objective, critical summary of published research literature relevant to a topic under consideration for research. Its purpose is to create familiarity with current thinking and research on a particular topic, and may justify future research into a previously overlooked or understudied area. A typical literature review consists · The structure of a literature review. A literature review should be structured like any other essay: it should have an introduction, a middle or main body, and a conclusion. Introduction. The introduction should: define your topic and provide an appropriate context for reviewing the literature; establish your reasons – i.e. point of view Learning how to effectively write a literature review is a critical tool for success for an academic, and perhaps even professional career. Being able to summarize and synthesize prior research
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