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SHRO37-6 Marketing Management

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SHRO37-6 Marketing Management

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Course Code: SHRO37-6
University: University Of Bedfordshire

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Country: United Kingdom

Demonstrate from relevant research literature, a sound understanding of contemporary perspectives of the strategic role of marketing

Article analysis is an essential practice because it helps in knowing if an article made all considerations during the process of collecting and analyzing data. At the same time, the practice enhances the understanding of a person on the topic of research. The article that I selected in this case is “Customer perception towards the effectiveness of floor advertisements in organized retail.” The article has touched on the theory of customer behavior as well as marketing. Analyzing the article will help me to have a deeper understanding on some of the factors that affect the decision-making process of the customers as well as the appropriate marketing tools that the marketers should employ if they want to reach more customers.
The title of the article that I analyzed is “Customer perception towards effectiveness of floor advertisements in organized retail.” After reading the article and connecting it to the concept of marketing, it was evident that the title was clear (Shrivastava, Saini, and Pinto, 2014). The clarity of a title is known when the article tends to briefly give the reader a hint of the content that might be available in the article. The article has concentrated on two essential aspects, and they are the customers’ perception and floor advertisements. Looking at the title of the article, the two aspects have been represented, and that means that the title is clear.
Consumer behavior theory helps to know the factors that affect the decision making of the customers. To understand the concept of marketing and consumer behavior theory, I will analyze an article that has focused on the effects that floor ads have on consumers in Oman. I will be looking at how clear the article is and if the researchers considered all essential aspects when it comes to conducting research. The methods that were used to collect and analyze data will also be outlined. The results and their validity; both internal and external, will be looked into as well.
The article has presented an interesting topic on the effectiveness of floor ads on the choices of customers in purchasing products. The article has stated the objectives of the research, and at the same time, it has pointed out the benefits that are likely to come with the research. The objective is to know how the floor ads affect the decision-making of the customers and the benefit of the findings is to inform the marketers on the effects the floor ads have so that they can make wise and informed decisions. The research question leaves one curious about the findings, and it is also interesting to read.  
The authors of the article have focused on all aspects of research, but they have failed to present a theoretical framework. A stated theoretical framework would come in handy to help the readers understand the theory that the article revolves around. However, after going through the article and applying marketing knowledge, it is easier to identify the theory that the authors have focused on (Cantallops and Salvi, 2014). The theory used in this case was the consumer behavior theory. The consumer behavior theory tries to explain why the consumers of certain products behave the way they behave prior to making a purchase. The context for objectives is clear, and it has supported the logic persuasion. The article has done so by providing facts and evidence that goes ahead to prove that the hypothesis was right. Through the collection and analysis of the essential data, the article has been able to present evidence that cannot be refuted. The extant literature has been reflected through the employment of the consumer behavior theory. The theory has been present for ages, and its definition has never changed. The theory and the hypothesis flow (Juster, 2015). The theory states that there are factors that influence the decision of the customers and the hypothesis state that floor ads have effects on the decision-making process of the customers and therefore there is a flow between the two.
The sample and the variables are appropriate for the hypothesis. The sample consisted of a hundred participants and looking at the nature or kind of the research; it is apparent that the sample was appropriate. The method that was used to collect data was the questionnaires, and they presented the data of all the 100 respondents. The model that was used to analyze the data was the PLS Model. PLS Model is known to work well with the data that is collected using the questionnaires, and that means that the data collection method was consistent with the analytical technique. Internal validity comes in place to make sure that research was done well. In line with the article, all relevant aspects were considered. The study observed all ethical standards, it provided the hypothesis, a considerable sample was selected, a suitable tool for collecting data was used, and a suitable data analysis technique was utilized (Van’t Riet et al. 2016). The research demonstrated that the findings could be employed in other areas and that proved the external validity of the research. For example, the findings cannot only be used to dictate the effects of floor ads on customers but through the employment of the consumer behavior theory, the findings can be used to know more about other factors that affect the decision-making process of the customers (Solomon, Dahl, White, Zaichkowsky, and Polegato, 2014). The PLS Model perfectly fitted the research question by helping to analyze the data that came to answer the research question.
After the collection of data, the process of analyzing the data was employed whereby it was evident that the results were in line with the analysis of the data. The analysis of the data demonstrated that a big percentage of the respondents were affected by the floor ads. When it came to the results, the same conclusion was made, and this is a justification that the results and the data analysis were offering conclusions from the same point of view (Lovelock and Patterson, 2015). The PLS Model was employed in analyzing the data, and one thing that stands out in the PLS Model is how the data is presented and outlined. The use of diagraming and tables comes in place to help the readers understand how the data was outlined and analyzed. Looking at the study, it is easy to locate the data because it has been presented numerally (Zeugner-Roth, Žabkar, and Diamantopoulos, 2015). A bigger percentage of the articles that have been selected to support this analysis support the results of the study. The results are direct to point, and they have presented to chance for alternative explanations. The fact that the results were investigating a specific issue has only left an explanation for the issue at hand.
The article has only mentioned Oman as the nation of interest, but it has not gone to the extent of adding to the knowledge of the readers about marketing communication and consumer behavior in Oman’s market. Additional knowledge would have come if the article had highlighted the strategies of marketing that are directly connected to Oman or the behaviors of the consumers who are based in Oman (Verlegh, Voorveld, and Eisend, 2015). However, this was not the case. The article takes a general perspective on consumer behaviors and marketing strategies and uses Oman as a nation for reference. The article sparks the mood for an extensive or fired up debate. The article has focused on floor advertisements in general (Hair Jr and Lukas, 2014). Considering that there are several types of floor ads, there is room for debate to try and know the types that have more effects on the consumers than the others. The article provides practical implications for both the marketers and retailers in the Oman market. At the beginning of the article, the article states clearly that the results are supposed to help the marketers to make wise and suitable decisions (Zenetti and Klapper, 2016). The article honors its promise by providing findings that can be employed in the world of marketing.
The findings are convincing, and this is because they are aligned with the theory that has been used, and at the same time, they are applicable in real life. I felt that the findings were convincing because in most cases, the advertisements that are put in place have an effect on what the customers want to buy (Kuppelwieser and Sarstedt, 2014). At the same time, the authors or rather researchers made sure that the findings were dictated by the data were collected. The article left no gaps, and this is because it made sure that the methods of collecting data as well as the analyzing techniques were suitable for the research. At the same time, the appropriate theory was employed, and this made sure that the research did not go out of focus. Inconsistencies have not been discussed or explained (Xiang, Magnini, and Fesenmaier, 2015). However, the authors of the article have suggested what could be done in the next research. The authors believe that the questionnaires should be suitable for the use of the targeted respondents. In the case of Oman, they suggested that the next research should have the questionnaires printed in Arabic to help the respondents understand and participate. As a result, it would be easier to collect credible data.  
Cantallops, A.S. and Salvi, F., 2014. New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, pp.41-51.
Hair Jr, J.F. and Lukas, B., 2014. Marketing research (Vol. 2). McGraw-Hill Education Australia.
Juster, F.T., 2015. Anticipations and purchases: An analysis of consumer behavior. Princeton University Press.
Kuppelwieser, V.G., and Sarstedt, M., 2014. Applying the future time perspective scale to advertising research. International Journal of Advertising, 33(1), pp.113-136.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Shrivastava, M., Saini, N. and Pinto, A., 2014. Customer perception towards effectiveness of floor advertisements in organized retail. International Journal of Business and Management Invention, 3(1), pp.11-19.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.
Van’t Riet, J., Hühn, A., Ketelaar, P., Khan, V.J., Konig, R., Rozendaal, E. and Markopoulos, P., 2016. Investigating the effects of location-based advertising in the supermarket: Does goal congruence trump location congruence?. Journal of Interactive Advertising, 16(1), pp.31-43.
Verlegh, P., Voorveld, H. and Eisend, M. eds., 2015. Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative. Springer.
Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services, 22, pp.244-249.
Zenetti, G. and Klapper, D., 2016. Advertising effects under consumer heterogeneity–the moderating role of brand experience, advertising recall and attitude. Journal of retailing, 92(3), pp.352-372.
Zeugner-Roth, K.P., Žabkar, V. and Diamantopoulos, A., 2015. Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective. Journal of international marketing, 23(2), pp.25-54.

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