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BUSINESS SCHOOL

BA BUSINESS PROGRAMME

PROJECT PROPOSAL PROFORMA


Name of Student Prince Student ID.
Name of Project Supervisor Roman Signature
Proposal length (1500 words max.) Sign. Date


1. Research Question/Problem 20 words
Critical analysis Customers behaviour towards different marketing campaigns and its impact on
sales.

2. Terms of Reference 250 words

2.1 Purpose
The main focus will be on their positive and negative reactions that might have impacted on the
product or service revenue. The objectives of this research are-
1. To find out individual as well as group behaviour toward marketing programs.
2. To analyse the correlation among the marketing campaigns and
3. To critically analyse that how customers take each marketing campaigns such as
advertisement, discount offer, lottery offer and other campaign.

2.2 Methods:
The data will be collected with two phases. Firstly primary data and then secondary data. The objective of collecting
primary data is to understand the market condition and customer opinion. And the goal of collecting secondary data is to
find out the specialists comments and historical analysis. After successfully completion of data, then these will be analysed
by SPSS. Different graphs and tables will be used to publish the result of analysis.

2.3 Expected outcome:
I think, this research will help me to develop a theory. This theory will be helpful the marketers to set
their marketing strategy and select the right campaigns to get expected response and better result from
the campaign.
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3. Background and Context 385 words
3.1 Background:
Marketing campaign refers to the efforts of a company or a third-party marketing company to increase
awareness for a particular product or service. (Donovan and Henley, 2010) Generally, it is conducted
for a limited duration. Briefly, marketing campaigns are those programs conducted by marketing
department to attract and convince the consumers to buy and use their products or services.
Powerful showcasing is frequently what differentiates quickly developing organizations from
moderate developing or stalled organizations that began in the meantime, serve the same market and
offer comparative stock. Organizations, for example, Gillette, Frito-Lay and Coca-Cola have
succeeded in exceptionally aggressive mass markets for purchaser merchandise in light of the fact
that, while they positively process intense items, they out-market their opponents.
This research will be conducted to find out the consumer reaction of different marketing campaign
conducted by marketing managers to attract the consumers. But sometimes it is seen that consumers
are not likely to react as marketing managers expect. There have some reasons behind that. My main
focus will be on these reasons.
3.2 Business organisation and the context of the problem:
This research will not be limited to one or a few business organization. It will help all firms to
develop their marketing strategy. Because, marketing a core part of each and every organization.

3.3 Purpose of the proposed study:
This research aims to develop a theory that will minimize the gap between marketers and
customer behaviour.

4. Summary of Relevant Theory 385 words
One of the critical aspects in business is to maintain customer relationship with the firm. The more
successful in this side can achieve their goal, maximizing profit, more easily. This research paper is
conducted to aim to find out the real scenario in failing marketing campaigns and find out the actual
reasons behind this. Here, consumer behaviour will be on the main focus.
An advertising crusade is not something that comes to you while you are washing up. Fruitful battles
have a tendency to be precisely scrutinized, well thoroughly considered out and concentrated on
points of interest and execution, instead of resting on a solitary, terrific thought Arranging a
promoting fight begins with comprehension your position in the commercial centre and finishes with
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points of interest, for example, the wording of a notice.
On the other hand, the term consumer behaviour is characterized as the conduct that consumers show
in searching a product, utilizing, assessing and discarding products and services that they expect will
fulfil their needs. Consumer behaviour concentrates on how people settle on choices to invest their
accessible assets such as time, cash, exertion on utilization related things that incorporates what they
purchase, why they purchase, when they purchase it, where they purchase it, how frequently they
purchase it, how regularly they utilize it, how they assess it after the buy and the effect of such
assessments on future buys, and how they discard it.

These two terms is important in perspective of business success. Core focus of a business is its
customer. When customers do not response as projected by a marketer, then it becomes difficult to
achieve the business goals. To minimize the deviation between marketers plan and customer response,
this research will help to give a clear position of these two parties.

5. Methodology 385 words
Primary data collection:
Primary data can be collected from the survey of 500 from where 20 marketing manager from
different companies, 20 market specialists and rest of these will be customers. But, Ill try to reach the
maximum number of respondents. Marketers and customers both will be the targeted respondents.
This primary data will be collected through written questionnaire, interview and case studies.
Customers will be selected randomly from different places. Moreover, segmentation will be made
based on demographic items, geographic location etc. Ill also try to take some interviews of some
consumers to find out their attitude toward some type of marketing campaigns.
Secondary Data Collection:
Different journals, books, case studies, websites etc are the main sources of secondary data collection.
The primary data will be correlated with the secondary data. Different aspects will be considered
while collecting data from secondary sources. Such as- source of data, guarantee of evidence etc.

Data Analysis:
This research work is mainly a qualitative research work. And such research- is concerned with
opinions, feelings and experiences, describes social phenomena as they occur naturally - no attempt is
made to manipulate the situation, understanding is sought by taking a holistic perspective or approach,
rather than looking at a set of variables. In this approach, participant observation is appropriate for
collecting data on naturally occurring behaviours (Bagozzi, 1994). Qualitative research data will be
used to develop concepts and theories that help us to understand the consumer behaviour - which is an
inductive approach to the development of theory, rather than a deductive approach (Kinnear and
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Taylor, 1987). Data will be organized following different factors. As the number of data is bigger, the
outcome is also will be insignificant with a little mistake. And I will also try to use some quantitative
analyses to justify my evidences. Statistical tools such as regression analysis, ANOVA table, and
arithmetic mean and so on will be used to get meaning of the data. Moreover, it will be tried to find
the correlation among different data set. Also, I will try to find out the independent variable and
dependent variable and how an independent variable affects to behave in dependent variable.

5.1 Research design:
This research is a qualitative exploratory research based on the experimental and observational issues.
This first data collection will be conducted then these will be analyzed using different statistical tools.
The question pattern will be like-
Q. Do you like advertising is a cost for a firm?
a. Yes. b. No. Reason:.....................................
Q. What type of ad you like most?
a. TV Ad. b. Billboard. c. Online posters. d. E-mail Notification. e. Others.

After collecting the data it will be gathered for analysis. Then based on data category, they will be
analyzed using selected statistical tools. Then Ill prepare a draft for my supervisor. After finalising
the draft, final copy of report will be published.

5.1 Research Philosophy:
Both positivism and interpretivism will be used. Because, the research objective requires both
understanding customer feelings and their characteristics toward marketing efforts made by
marketers.

Then consider data collection and data analysis and presentation of findings for each objective or
subsidiary question:

5.2 Objective of Questions:
5.2.1 Research Design:
It will be a combination of both qualitative and quantitative research.
5.2.2 Secondary data(if any is to be collected for the study)
5.2.2.1Data Collection: different journals, articles, books etc will be used to collecting
secondary data.
5.2.2.2 Data Analysis Both qualitative and quantitative analysis will be made.
5.2.2.3 Presentation of Results: text, graphs and tables etc will be used to present the analysis
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result.

5.2.3. Primary data
5.2.3.1Data Collection: a unique questionnaire will be prepared for this research by which
primary data will be collected.
5.2.3.2 Population: though FMCG firms are my main target but other firms will also be tried to
keep under this research.
5.2.3.3 Sampling: Probability of data will be analysed.
5.2.3.4 Research Participant Protection: the protection of data will be ensured for both
individual and organization participants.
5.2.3.5 Data Analysis Both quantitative or qualitative analysis will be made.
5.2.2.3 Presentation of Results: text, graphs and tables etc will be used to present the analysis
result.
Timescale 75 words
A research work is a combination of several tasks. To get a fruitful result from a research, these tasks
should be linked up with one another. Here, time is an important factor in research analysis. To
complete the task in due time, schedule should be made first. Ive projected my time in this manner,

References

Bagozzi, R. (1994). Principles of marketing research. Blackwell Cambridge, Oxford, Mass.
Borden, N. (1964). The concept of the marketing mix. Journal of advertising research, 4(2), pp.2--7.
Gr"onroos, C. (1997). Keynote paper From marketing mix to relationship marketing-towards a
paradigm shift in marketing. Management decision, 35(4), pp.322--339.
Kinnear, T. and Taylor, J. (1987). Marketing research: an applied approach. McGraw-Hill New York,
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Kotler, P. and Roberto, E. (1989). Social marketing. Strategies for changing public behavior. New
York New York Free Press 1989..
Donovan, R. and Henley, N. (2010). Principles and practice of social marketing. 1st ed. Cambridge:
Cambridge University Press.