Research Paper Proposal Example | Topics and Well Written Essays - 750 words

Proposal - Research Paper Example Through quantitative and qualitative analysis, the proposed study aims to determine how marketers can manipulate these factors to their own advantage. Literature The findings of research study of Kollat and Willett (1969) highlight that 65 percent of buying decisions in supermarkets are made in-stores, 50 percent of these decisions are unplanned and vary based on products and 50.5 percent of the products are bought in supermarkets as unplanned purchases. These unplanned decisions contribute to impulse purchasing which is considered very favourable for the sales of consumer products. Patterson (1963) argues that impulse buying is a result of various factors and one of these factors is the store location. Two important factors that influence impulse buying decisions include product packaging and positioning. Breygelmans, Campo & Gijbrechts (2006) conducted a research to study the impact of self-positioning on online grocery store choices and they have found that shelf management is an important factor even in the case of online grocery stores. By studying the in-store marketing of Norwegian retailing, it has been identified that are the promotional techniques which are used to normalise consumers purchasing behaviour (Dulsrud & Jacobsen, 2009). By positioning products on the top shelf or near the centre, attention and evaluation of brands can be improved whereas, positioning brands on the middle shelves achieve attention but does not improve evaluation (Chandon, Hutchinson, Bradlow & Young, 2009). Another important factor that leads to impulse buying is packaging. The difference in packaging directly contributed to sales appeal (Twedt, 1968). Packaging is very significant for low involvement products like impulse purchase categories because in these categories, consumers do not have the desire or need to investigate the products (Louw & Kimber). Packaging is the key driver of impulse buying and it is significant to understand whether planned versus impulse shoppi ng occurs as a result of packaging (Sorensen Associates). The Henley Centre study (cited in Ogba and Johnson, 2010) has found that 73 percent of the purchasing decisions of the consumers at the point of sales are because of the packaging of the products because packaging influences the choices of the people. In the changing marketing environment, analysing whether shelf-positioning or packaging still plays an important role in impulse or not, will be very significant. Therefore, the proposed research study will be having significant implications for the marketers. Research Objectives The aim of this research is to determine whether better packaging or better shelf-positioning influence the impulse buying of consumers It aims to determine whether high visibility of fast moving consumers’ goods through proper shelf-positioning result in the diminishing impact of packaging on Impulse buying This research study aims to determine whether lower visibility of fast moving consumer go ods lead to a greater role of packaging to play in Impulse buying. Another objective of this research study is to determine whether better packaging and visible shelf-positioning can help the markets to achieve higher Impulse buying. Research Design and Methodology To achieve the mentioned objectives, both the qualitative and quantitative methodologies will used. In qualitative methodology, early research work and secondary data will be collected and analysed. The primary data will