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A Study into the Human Responses of a Low Commodity Baby Product in the Irish Market

Plant, Rachel (2014) A Study into the Human Responses of a Low Commodity Baby Product in the Irish Market. Masters thesis, Dublin, National College of Ireland.

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Abstract

The aim of this research of consumer behaviour is to understand the human responses towards a low commodity baby product. This research will be guided by the buying behaviour of consumers and the decision making process.

In order to understand this topic better the managerial approaches towards consumers must be adapted in order to understand the reasoning behind the buying behaviour of a consumer. It will be discussed how consumers acquire, remember and use product knowledge in the buying process but their attention and comprehension of the product, their memory of any advertisements they have seen, by word of mouth of a product and by their own judgement and choice of the specific product.

The research will be a result from previous studies carried out into the purchase decision of products. This research will differ from other studies as it will deal with the purchase decision of a low commodity product which is a market that is mainly price driven. But it is important to note that it is not in the best interests of every person to get the cheapest price available other factors may influence the buying decision, especially as many branded baby wipes have been topical in the past few months about ingredients being pumped into the wipes.

This research problem was gathered from the literature review into the companies perspective of consumer behaviour, the buying behaviour of consumers and the decision making process made by a consumer when purchasing a product.

The research will help to answer the main objective and the sub-objectives and it will be done through qualitative research and quantitative research. Interviews and questionnaires will be carried out on women who are in their second and third trimester of pregnancy and women who have babies and infants under the age of four years old.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Masters of Science in Management
Depositing User: Claire Wallnutt
Date Deposited: 21 Nov 2014 17:16
Last Modified: 21 Nov 2014 17:16
URI: http://trap.ncirl.ie/id/eprint/1811

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