Impact Of Peer Pressure/ Brand Image When Buying Electronic Goods : Research Proposal Writing Help

Topic For Research Proposal Writing Help : Impact Of Peer Pressure/ Brand Image When Buying Electronic Goods

1.0 Introduction: –

In Research Proposal Writing Help the consumers are key factor for organisational success; in this situation with the purpose of consumers’ satisfaction the organisation generally design the strategies. During purchasing any products several factors impinge on customers’ behaviour (Belk, 2011). Here the topic is based on the consumers’ behaviour of students and impact of peer pressure and brand image during purchasing the electronics goods. During purchasing electronic goods by the students several factors influence and also several factors are there those backstabbing the consumers.

1.1 Research aim and objectives:-

The aim of the Research Proposal Writing Help is to identify what circumstances has to face by the students during purchasing the electronic goods. As purchasing decision process involves many peers’ decision and informations so how much those decisions effected by the peers’ pressures and also brand image.

1.1.1 Objectives:-

To identify the circumstances created during the purchasing electronic goods by the students through peers’ involvement

To understand how branding factor effect the customer behaviour

To evaluate the impact of brand image on consumers purchasing behaviour

1.2 Research question:-

What is the impact of peer’s pressure on consumer purchasing behaviour?

What is the impact of brand image on consumers’ purchasing behaviour?

How much brand awareness is influence in case of taking purchasing decision?

Which branding factors influenced to purchasing the electronics good

1.3 Background of the research: –

With the intention of providing the equivalent products of customers’ expectation the organisational management designs the products and services for increasing the sales volume. In contemporary time the market is highly competitive and so most of the organisations present them as customer oriented organisation. Gee and Gee (2010) opined that the customer oriented organisational behaviour always design their products after accumulating information through marketing survey process. here the topic is based on Customer behavior of students and impact of peer pressure/ brand image when buying electronic goods so the marketers should make awareness which factors are involved in consumers decision making process, when the consumers are students and they want to purchase the electronic goods. After accumulating the information related to the topic the researcher can understand the impact of the peer pressure and brand image during purchasing electronics goods.

1.4 Rationale of the study: –

There is a trend observe among mostly in the student to buy new and modern electronics goods in current situation. The research referred by Parsons and Maclaran (2012), illustrated that due development of new technology several types of electronics products are designing day by day. In addition as present situation is surrounding with machine so the students are using different types of electronics goods those helps to study and also helps to adopt new technology very fact that aids to near future. Apart from that when one student buys a new launching product then to compete with that student other students also try to purchase same products or better products as early as possible. Therefore the purchasing tendency of electronics goods among students is increasing in very lofty speed that is good sign for electronic goods manufacturing organisation. As students are discussing related to electronic gadgets most of the times so during taking purchasing decision several factors such as peer’s involvement and brand image effect (Lim and O’Cass, 2009). Moreover there are limited research has done on this topic so the researcher has chosen this topic that is very much appropriate.

2.0 Literature review: –

2.1 Customer purchasing behaviour:-

According to Winer (2008), during purchasing the products in market place several factors such as customers’ thought process, attitudes, inclination and intention influence to buyers to purchase a specific product that is called customer purchasing behaviour.

Through Standard Behavioral Model a brief outline of purchasing behaviour identified that is mentioned here. Dawar and Philip (2008) illustrated that five steps are involving in a purchasing process such as problem recognition, information search, evaluation, purchase and post-purchase evaluation. A person at first feels the requirement of a product when he or she feels problems in absence of that particular product. After that the person searches information about that particular product. After completing the searching process he or she analysis which products or which organisation provides best facility or which one is suitable for him or her. After analyzing buy the product and then the buyer perceive that their perception about the product is really matched with the experience or not and provide feedback.

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Research Proposal Writing Help Figure 1: – Standard Behavioral Model of Customer purchasing behavior

2.2 Nicosia Model of Consumer Decision Process: –

In the course of Nicosia Model the relation between firm and their customers is understand and described here. There are four areas in this model.

The consumer attitude based on the firm’s messages:-

This area consists of two subareas those are firm’s contribute and consumers’ contribute. Purchasing decision of a customer obviously depends on market’s condition and also position. on the other way the consumers’ thought process, their attitudes for that particular products, experience also involves in this area. In this situation the customers gather the information and also messages provided by the organisation itself (Carpenter and Fairhurst, 2009).

Search and evaluation:-

After gathering the messages the consumer tries to find out the information related to same type of products from other organisation as well as other brands. Consumer searches for best option.

Act of purchase:-

In this step the organisation and a particular brand can motivate to the consumer to purchase the product from that particular brand. The consumer buys the product through particular retail shop.


Here the model is important because this particular model evaluate the feedback. Through this model the effect of consumer and also the effect of the organisation can understand. This feedback help to the organisation by providing the information related to the consumers expectation and behaviour whereas aids to the consumers by providing the information related to the organisational objectives towards customer (Karr and Blohowiak, 2011).

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2.3 Howard and Sheth model:-

According to Howard and Sheth model the consumer undergo a complex decision making model where the consumers maintain three levels such as behavioral determinants, input and output (Tsai et al. 2007).

In first level of Research Proposal Writing Help the consumers possesses very little amount of knowledge or information related to the products that he or she wants to buy. Then in second level the consumers gain little more knowledge from the market and from the peers and also from circumstances. At last level the consumers gain knowledge related to the products very well that help to take decision that the product should buy or not (Chen, 2009).

Here the information sources, brand image, brands attributes, and family, social class act as input those stimulate the buyer to take purchasing decision.

In second level the process of taking the stimulation factor by the customer is going positively or not analyses. Therefore here to inform the consumers the accurate messages is most important that accelerates the consumers to buy the products. This is perceptual and learning process.

Whatever the customer understands and accumulates comes in this level when the consumer taken decision that he should buy the product or not (Hawkes, 2008).

2.4 Effect of circumstances on customers, when customers are student:-

In case of student customers the circumstances have a great impact where most of the student thought about their position during purchasing electronic goods. The research referred by Cook (2011) illustrated that there are several factors those influence to purchase the product such as perception, cognition, affect, belief and social & other influence. In Research Proposal Writing Help These factors of customers work when they search for purchasing a product. On the other hand the customers during purchasing search information, make choices then communicate with their peer groups involves friend, parents, and relatives.  After that taking reference the customer purchases the product (, 2010).

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Research Proposal Writing Help Figure 2: – Influencing factors on consumer behaviour

(Source:- Cook, 2011, p-65)

2.5 Brand image:-

Brand image is the practices where the organisational management makes design the promotion to make a good image of the products among customers’ mind. Belk (2011) opined that through name, term, logo, design, symbol brand may present in front of customers. Through brand an organisation mainly make understand that the product and services quality provided by them is best for the customers. Good brand image helps to gain competitive advantage in highly competitive market by which the organisation gets help through financial return.

2.6 Brand equity and factors:-

Brand equity is one type of sequence that aids to increases the value of the product by the customers. In this Research Proposal Writing Help progression the customers’ feelings, thinking, and perception make stronger. There are some factors such as associations, image and personality, familiarity, awareness, loyalty, preference and availability helps to make the strong brand equity (Chen, 2009).

2.7 Aaker model:-

On depend of five categories the Arker model has established those categories are Brand loyalty, Brand awareness, Perceived quality, Brand Association and other assets (Winer, 2008).

Brand awareness is the progression where through different type of promotion the organisation tries to make inform the customer relevant the products and also make the need among them. After making awareness the organisation should be motivate the consumers to purchase the products from that particular brand. The organisation should provide all the promised quality and services towards the customers and it can understand through perceived quality. According to Hawkes (2008), if the consumers satisfied with the products and services provided by the organisation then the consumers continuously purchases from the same organisation and also referred other to buy from same brand, this is called brand loyalty. Through Research Proposal Writing Help, creating brand equity the organisation get many facilities for future growth.

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Research Proposal Writing Help Figure 3: – Aarker model

(Source:- Hawkes, 2008, p-123)

2.8 Impact of brand image on customer behaviour:-

The good brand image means good quality of products and service (, 2010). Therefore the customer and mostly when the students’ purchases the products then they want to buy the best product. In this situation good brand affect the purchasing behaviour of them. As for example the market leading mobile organisation Apple provides different types of mobile, iPad, iPod, iPhone etc. these products are very much acceptable among the students because of its brand that Apple.

As here the customers are student so the brand is more important as it shows their social status and also increases their position among the society (Dawar and Philip, 2008)).

2.9 Impact of peer factors of customer behaviour during buying behaviour:-

The electronics products like mobile, computer, laptop and other are very much acceptable and demanding goods among the students. During purchasing those electronic goods the student customer several times depends and collects the information from their peer groups. Peer group include the friend, relatives, parents and other persons belong from same society. Gee and Gee (2010) illustrated that maximum cases the students feel requirement of such electronic good when they watches such products in their peer groups of Research Proposal Writing Help. In addition after watching the products the particular students want to buy the same products and accumulate the information from friends and other person of that society.  At last the customers purchase the products evaluating the collected data of the peer groups.

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Apart from that the students think that as their friends use the same brand and products so they have the personal experiences related to the product so after evaluating the information those collected by the friends should taken the purchasing decision (Buchwald, 2011).

3.0 Research methodology:-

This chapter research methodology describes the way by which a researcher gets idea of research process to conduct the research and get actual solution.

3.1 Research philosophy:-

Depending on the research epistemology the researcher has chosen the positivism research approach. The positivism research philosophy describes that by using scientific method the researcher gets appropriate result for the research topic. According to Lancaster (2012), as the topic is based on business related so the answer should be reliable and there is no place for manipulation. In this position as the positivism philosophy based on experiment so this philosophy is appropriate for the topic.

3.2 Research approach:-

Two research approach inductive research approach and deductive research approach helps to the researcher to identify and understand the nature of research topic.

For this research topic the deductive research approach is applicable. In the course of deductive research approach the researcher gets more specific information by transformation process from a general proposal with the help of existing theory. There are four steps used to conduct the transformation process. At first the researcher chooses a existing theory related to the research topic and apply on that. After apply the researcher get a hypothesis or objectives. Then through contentious observation the researcher confirm the specific information (Serrant-Green, 2007). Here the topic is based on the Customer behavior of students: impact of peer pressure/ brand image when buying electronic goods so lots of theory related to this topic is present here. Thus the researcher has chosen this deductive research approach.

3.3 Research design:-

There are four types of research design used in research process by the researcher such as descriptive, explanatory, exploratory and co-relation research design. Descriptive research design is appropriate here as through this design the researcher directly apply the information collected by different data collection method without any changing. As the topic based on Customer behavior of students: impact of peer pressure/ brand image when buying electronic goods, so the researchers directly apply the data on the process and gets brief structure about present scenario (Toloie-Eshlaghy et al. 2011).

3.4 Data collection methods:-

The researcher generally used two way of data collection those are primary data collection method and secondary data collection method. When the researcher collects data from existing and previous published books, journals and websites then it is called secondary data collection method. On the other hand when the researcher collects data directly from sources and not published then those data are called primary data collection method (Bryman and Bell, 2011).

There are two methods used under primary data collection Process those are qualitative and data collection method and secondary data collection method. In this research process the researcher need the present scenario so primary data collection method used here (Bryman and Bell, 2011).

3.5 Quantitative data collection:-

With the purpose of collecting the numerical data the researcher has done the quantitative data collection method. In this process the researcher distribute the close ended questionnaires among students who are the target customers here and collect the feedback from them. After collecting the data the researcher represents the data with the help of table, graph, chart etc and done the statistical calculation (Lancaster, 2012). After doing those calculation the researcher gets the information related to the present scenario of related the topic.

3.6 Qualitative data collection:-

In order to collect the descriptive and more comprehensive data the researcher conduct the qualitative data collection method. In this process the researcher chooses those people for conducting qualitative research method who have personal experience related to the topic. After selecting the person, the researcher takes personal interview either telephonic or face to face and through open ended question the researcher collects the data (Lancaster, 2012).

3.7 Data analysis:-

After collecting data from quantitative data collection method the researcher evaluates those with the help of MS Excel while the researcher transform the raw data to the percentage. Then by using graph and chart researcher discusses that with the purpose of matching the objectives. Due to time shortage the researcher cannot use the complex statistical method and only from this way analysis the data. On the other way the researcher also analysis the data collected by the qualitative data collection method (Lancaster, 2012).

3.8 Sampling method:-

Sampling method is very important as through this process the researcher chooses the people for interview. There are two types of sampling methods used as through two ways the data are collected; probable sampling and non probable sampling method. The researcher used probable sampling method to conduct the quantitative data collection method where random selection process is proceeding. In this process all the target people get equal chance to participate in research process so there is a good chance to get more balanced answer. On the other way through non probable sampling method the researcher systematically chooses interviewee from the target people (Toloie-Eshlaghy et al. 2011). Therefore to complete the qualitative data collection method the researcher used this non probable sampling method.

3.9 Sampling size:-

The researcher has distributed closed ended questionnaires among 70 students. Due to classes and other activities some of them cannot continue the entire procedure. The researcher has collected 50 sample papers complete so according to those 50 samples paper the researcher analysis in quantitative data collection method. Whereas the researcher has chosen 5 managers from different market leading organisational own shop those provide the electronic goods for conducting the qualitative data collection method.

3.11 Research ethics:-

During the research process the researcher has to follow some rules and recommendation that is called the research ethics in business language. According to Data Protection Act the researcher has to protect the collected data. Most importantly researcher has no right to force any participant to participate in research process. The respondents have full liberty to withdraw their name in any situation. Apart from that as the data collected for using academic purpose so the researcher cannot use those data for commercial purpose.

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It can conclude from the topic that brand image and peer pressure has great impact on the consumer behaviour of students and it is mostly observed during purchasing the electronic goods. The students as consumers are taking decision depending on peer’s factor mostly as they thought that their peer groups have accurate knowledge related to that product. Apart from that in present situation brand image also help to choose a product as branded products make the position of the customers among the peer groups.