Business Research Buying Behavior of the Consumer

Question: Describe about the Business Research for Buying Behavior of the Consumer. Answer: Project Proposal Working Title Social marketing, influencing the buying behavior of the consumer; a case study of Samsung. Project Description Aims and Objectives Aim: The aim of the project is to find out the influence of social marketing on global buying behavior. Objectives: To find out whether social marketing help Samsung to influence the behavior of its consumer. To find out the impact social marketing has on the people; and whether the impact proves to provide a positive change in the society. To investigate whether social marketing helps, the organization in gaining a human image. Background to the Research Social marketing could be defined as an approach that helps in developing those activities that could aim at changing as well as the maintaining the behavior of the people in the society. Social marketing maintains the behavior of the people for the benefits of both the individual and the community as a whole . Several researches or studies have been conducted on the theory of social marketing. Among all the studies that had been, conducted most of the studies refer to the exchange theory with the social marketing theory. The other studies that have conducted lately, although negate this fact; and prove that the exchange theory has no place in the social marketing theory (Dibb Carrigan, 2013). The Health Belief Model or the HBM is the most accepted method that is been used in the social marketing theory. Mostly in the empirical studies, the HBM theoretical model is used (Luca Suggs, 2013). The social marketers use the behavior change theory while defining the social market theory. Complex processes like behavior change, are often used to meet the social marketing objectives. One should not think that social marketing is an alternative to individual behavior but rather it helps in increasing the prevalence of the consumer behavior, especially with respect to the target audience. Brief Introduction of the Literature in Area The importance of social media is growing in the recent era because the companies believe that with the help of social media the companies could draw huge amount of traffic towards them (Turner, 2013). Social market economy encourages the free market capitalism and at the same time, it supports the welfare of the state. Social marketing on the other hand integrate the marketing concept in such a way that it influences the behavior of both the individual and the community for serving the purpose of greater social good. Therefore, companies like Samsung use social marketing tool to connect with their potential customers by promoting their products and their Corporate Social Activities (Burchell, Rettie Patel, 2013). The human images of the corporations are important for the companies like Samsung, because the human image helps the company to build their credibility among the other members of the society (Hastings Domegan, 2013). The members of the society are the potential customer of the company; therefore, Samsung has used social media marketing to influence the individual and the community. The company influence the individual not because they want to sell their products but at the same time, they use social marketing as a tool so that the people become the helpful member of the community (Baker Saren, 2016).. The social media marketers not only use Facebook as a platform, to connect with the community but there are several other platforms like the Twitter and the Search Engines, which could be used as medium to connect with the customers or the consumers around the world. The Significance of the Research The social market theory as well as social marketing as tool, have immense significance in the global market since the global buying behavior of the organization, affects the organization. The profit maximization strategies are depending on the global buying behavior, therefore, social market theory has its influence since the theory could be used influence the individual and the community. The global significance: The future marketers before coming up with a marketing strategy could take the help of the research. The social market and the social marketing theory discussed here will be effective for coming up with a marketing program plan. Theoretical Significance: Numerous researches have been conducted on the social market and the social marketing theory. The researches have helped the marketers to know their target audience, which is in return helpful for the organization. It has turned out to be successful in influencing and evaluating the behavioral change of the community or the individual. Research Question The following research proposal put forward the following research questions: RQ 1: How social marketing has been used by Samsung to influence the behavior of the consumer? RQ 2: Does social marketing influence people to contribute to the society? RQ 3: How effective is social marketing in providing a human image to the organization? Gantt chart and Mile Stone Gantt chart The following table will show the required time, to complete the whole research: Task Start Date End Date Duration Research Proposal 31/07/2016 5/08/2016 6 days Literature Review 5/08/2016 5/09/2016 30 days Data Collection 5/09/2016 5/11/2016 92 days Data Analysis 5/11/2016 5/12/2016 30 days Final Report Submission 5/12/2016 31/12/2016 26 days (Figure 1: The Gantt chart of the Research Source: Created by the Author) Milestone Achievements Year CDP Korea Excellence Award 2009, October CES Eco-Design Award 2009, January (Figure 2: The Milestone Achieved by Samsung Source: "SAMSUNG", 2016) Team Charter Purpose Identifying the use of the social market theory by organizations such Samsung to influence the behavior of the consumer, this will affect the profit maximization of the company and would contribute to the community. Time and Duration 6 Months Scope Influence of the social network on the community and the individual. Expect End Result Samsung has used social market theory to influence both the behavior of the people in the community so that the people contribute to the community. It would in return provide the organization with human image. Supporting Resources Press release, website resources and the blogs Deliverable Obtaining information from reliable sources, (Figure 3: The Team Charter Source: Created by the Author) References Baker, M. J., Saren, M. (Eds.). (2016). Marketing theory: a student text. Sage. Burchell, K., Rettie, R., Patel, K. (2013). Marketing social norms: social marketing and the social norm approach. Journal of Consumer Behaviour, 12(1), 1-9. Dibb, S., Carrigan, M. (2013). Social marketing transformed: Kotler, Polonsky and Hastings reflect on social marketing in a period of social change. European Journal of Marketing, 47(9), 1376-1398. Hastings, G., Domegan, C. (2013). Social marketing: From tunes to symphonies. Routledge. Luca, N. R., Suggs, L. S. (2013). Theory and model use in social marketing health interventions. Journal of health communication, 18(1), 20-40. Samsung. (2016). Samsung. Retrieved 28 July 2016, from Slater, D., Tonkiss, F. (2013). Market society: markets and modern social theory. John Wiley Sons. Turner, H. (2013). Global Digital Social Media Strategy at Samsung Mobile. Intelligent Head Quarters. Retrieved 28 July 2016