Personality Analysis of company’s ideal consumers to improve marketing

Cardiff School of Technology

Cardiff Metropolitan University

Personality Analysis of company’s ideal consumers to improve marketing

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Summary

An activity that helps the organization advertises its product to its consumers while improving the value of that product is defined as marketing. Every organization utilizes various marketing strategies to promote its services in accordance with the personality of that organization’s consumers. This proposal provides the aim and objective of the research related to the analysis of consumers’ personalities for improving marketing. Also, the methodology that will take place in the research is provided in this proposal along with the review of various journal articles.

List of Tables

Aim

This study aims to understand and analyse the ideal consumer’s personality for improving the organization’s marketing.

Research Objectives

• To understand the marketing strategy of an organization

• To identify the personality of consumers related to an organization

• To explore the role of consumers to enhance an organization’s marketing

Research Questions

What is the significance of consumers in the marketing strategy of an organization?

How do organizations plan and improve their marketing strategy?

Methodology

The general research strategy that explains the way in which the research will take place is defined as methodology. Firstly, the philosophy was selected in this research. Two types of philosophy are generally selected before processing the research, which is positivism and interpretivism. Positivism generally provides the philosophical stance of the researcher. The philosophy that is selected in this research is interpretivism (Alharahsheh and Pius 2020). The in-depth variables along with the factors that are related to context are concerned with interpretivism. After the selection of philosophy, the next step comes to selecting the approach. There are various approaches exist for the development of theory, such as deductive and inductive (Melnikovas 2018). For the development of theory and the field with less research, generally, inductive research is selected. Due to that, the inductive approach will be utilized in this research. There are generally two types of methodological choices used by the researchers, which are; qualitative and quantitative research (Rahman 2020). The feelings and emotions of the participants can be produced with the help of qualitative research. Meanwhile, quantitative research methodology provides the statistical, numerical, and mathematical data for doing the study.

In this research, mix method research methodology was selected. It is a methodology that utilizes a combination of both qualitative and quantitative research strategies. Meanwhile, a cross-sectional time horizon is selected for the development of this study (Melnikovas 2018). There are various techniques for the collection and analysis of data, such as; primary and secondary. For the collection of data, the secondary method was utilized along with the primary method for statistical data collection. The data is collected by reviewing the previous study that is done on marketing strategy and the role of consumers in marketing. During the search of previous research, several key terms will be utilized, such as; marketing, consumers, product, marketing strategies, and advertisement. Also, the time-stamp was utilized to select only the study from the previous five to six years. The research papers that are reviewed are only selected from trusted websites, such as PubMed and google scholar. Also, only peer-reviewed research papers are collected in this research. Journals and articles are filtered out by the time-stamp and only the latest papers will be utilized. Due to that, it becomes easier to improve the authenticity of the research method. Meanwhile, the survey will be conducted for the collection of data related to the primary method. A total of 10 questions will be developed and 30 responders will be selected. This research will use the MS-excel method for analyzing the result of the questionnaire. Meanwhile, ethical consideration will take place for the responders related to this study (Ngozwana 2018). There are various ethical dilemmas present, such as; anonymity and confidentiality. This research will maintain the anonymity of the responders along with their confidentiality. This is the methodology that will take place in this research.

Background Information

In the collection of feedback regarding any product developed and launched by the organization, it is necessary to collect the data related to consumers that utilized that product or service. The behavior or personality of a consumer refers to a process that affects the value and success of any product and their will to purchase that product. Before the launch of any product or service, any organization must analyze and research the mood of the audience along with the understanding of their behavior to ensure the success of any product. For attracting consumers, various organizations utilize social media platforms for their marketing. According to Hermis and Reidl (2021), it is necessary to understand for the retailers that factors such as personality affects and influence their purchasing decision. Due to that, management related to marketing utilize various technologies for collecting the data related to consumer’s personality.

An organization utilizes various methods that can improve their marketing strategy and types of production. According to Li et al. (2021), there are various organizations utilizes social media platforms for promoting their services. With the help of various algorithms, it becomes easier for the organization to provide advertise their product to the consumers that preferred that type of product. Organizations such as; Unilever, Amazon, and Nike implement various strategies related with marketing to aware the consumers about their product. However, the personality of consumers highly influence the marketing strategy developed by any organization.

Literature Review

What is marketing?

Activity of an organization for promoting the selling and buying of any product is defined as marketing. With the help of marketing, any organization can attract consumers to their product and improve their sales. There are various ways in which marketing is done by an organization, which includes; social media marketing along with marketing through advertisement (Morgan et al. 2019). The work stated that the integral pattern of any organization that specifies the choices related to market and product while offering value to consumers is referred as a marketing strategy. This research helps to understand that the organization must develop a marketing strategy related to the preference of the consumers.

Use of technologies in marketing

Various organizations utilize various technologies for enhancing their marketing. The research work stated that the management of customer relationships is getting challenging in the modern era. For establishing a relationship with the consumers, it is necessary for organizations to implement various technologies, such as; big data. This research helps to understand that with the help of big data, it becomes easier for organizations to improve their decision-making along with understanding the intentions of the consumers. Due to that, it becomes easier for the organization to improve its marketing in accordance with the personality of the consumers.

Along with big data, technologies such as; artificial intelligence (AI) can be used for enhancing the strategies of marketing while understanding the perception of the consumers. According to Verma et al. (2021), with the help of AI, it becomes easier for the organization for making planning and strategy to help in targeting the consumers. It becomes easier for organizations to understand the liking, disliking, and habits of their costumer by using an AI interface. The researcher utilized a five-step methodology for understanding the advantage of AI in marketing strategy. Along with AI, the internet of things can also be utilized for improving the advertising of products. Meanwhile, parts of AI, such as; deep and machine learning can be used by the organization to understand the perception and needs of consumers.

Advantages of Marketing

There are various advantages of advertising the product, which includes; optimal utilization of resources. With the help of marketing, it becomes easier for the organization to expand its market as new people get to know about its products. Meanwhile, the value of the brand increases through marketing (Suleiman et al. 2020). Firms utilize the internet and digital technologies for promoting their products. With the help of the internet, it becomes easier for the organization to stand out in front of maximum consumers as a majority of people utilize the internet for entertainment in the modern era. There are several advantages of utilizing the internet to achieve marketing that is cost-effective as it can travel to more people in less period a budget along with incredible scope globally. These are advantages of utilizing a marketing strategy related to the internet

Role of Consumer’s personalities in marketing

It can be stated that the perception of any consumer is directly related to the personality of that organization or brand (Hu et al. 2019). The research work aims to generate intelligence on business through analytics of social media. This research helps to understand that the personality of any brand highly influences the relationship between consumers and organizations. The survey is used by the researcher along with the collection of ground truth. The finding of this research stated that the organization must enhance its branding through marketing as it will be helpful to construct the personality of the brand (Rejeb et al. 2020),.

Challenges of Marketing

Along with various advantages, there are several challenges associated with marketing for any organization (Mishra 2019). The research work aims to understand the challenges related to marketing. The major challenge of effective measures is necessary to understand the development. This research helps to understand the challenges, such as; the adaptation of advanced technology along with increment in privacy standards. Also, the organizations are currently utilizing digital technology, due to that, the risk of cyber-attacks is also quite challenging for the companies to overcome. Meanwhile, due to increment in competition, consumers have become more powerful in selecting different brands. This competitiveness increased the challenge of creating a marketing strategy that can make the product or service stand out among others.

Timetable

Table 1: Timeline

Main activities and stages	Week 1	Week 2 to 5	Week 6 to 10	Week 11 to 14	Week 15 to 18	Week 19 to 21	Week 22
Topic Selection	?
Background research	?	?
Research Planning		?
Literature Review		?
Planning of project			?
Research Technique			?
Collection of data			?	?
Analysis and findings of data				?
Discussion of research					?
Conclusion					?
Research Documentation						?
Final Submission							?

References

Alharahsheh, H.H. and Pius, A., 2020. A review of key paradigms: Positivism VS interpretivism. Global Academic Journal of Humanities and Social Sciences, 2(3), pp.39-43. Doi: 10.36348/gajhss.2020.v02i03.001

Hermes, A. and Riedl, R., 2021. Influence of Personality Traits on Choice of Retail Purchasing Channel: Literature Review and Research Agenda. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), pp.3299-3320. Available from: https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&as_ylo=2018&q=10.3390%2Fjtaer16070179&btnG=

Hu, Y., Xu, A., Hong, Y., Gal, D., Sinha, V. and Akkiraju, R., 2019. Generating business intelligence through social media analytics: Measuring brand personality with consumer-, employee-, and firm-generated content. Journal of Management Information Systems, 36(3), pp.893-930. Doi: 10.1080/07421222.2019.1628908

Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), pp.51-70. Available from: https://scholar.google.co.in/scholar?hl=en&as_sdt=0%2C5&as_ylo=2018&as_vis=1&q=Social+media+marketing+strategy%3A+definition%2C+conceptualization%2C+taxonomy%2C+validation%2C+and+future+agenda&btnG=

Melnikovas, A., 2018. Towards an explicit research methodology: Adapting research onion model for futures studies. Journal of Futures Studies, 23(2), pp.29-44. Doi: 10.6531/JFS.201812_23(2).0003

Mishra, C.K., 2020. Digital marketing: Scope opportunities and challenges. In Promotion and Marketing Communications. IntechOpen. Doi: 10.5772/intechopen.92329

Morgan, N.A., Whitler, K.A., Feng, H. and Chari, S., 2019. Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), pp.4-29. Doi: 10.1007/s11747-018-0598-1

Ngozwana, N., 2018. Ethical dilemmas in qualitative research methodology: Researcher’s reflections. International Journal of Educational Methodology, 4(1), pp.19-28. Doi: 10.12973/ijem.4.1.19

Rahman, M.S., 2020. The advantages and disadvantages of using qualitative and quantitative approaches and methods in language “testing and assessment” research: A literature review. Journal of Education and Learning. Pp.1-12. Available from: https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&as_ylo=2018&q=The+advantages+and+disadvantages+of+using+qualitative+and+quantitative+approaches+and+methods+in+language+%E2%80%9Ctesting+and+assessment%E2%80%9D+research%3A+A+literature+review.&btnG=

Rejeb, A., Rejeb, K. and Keogh, J.G., 2020. Potential of Big Data for Marketing: A Literature Review. Management Research and Practice, 12(3), pp.60-73. Available from: https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&as_ylo=2018&q=Role+of+big+data+in+marketing+&btnG=

Suleiman, M.I., Muhammad, N.B., Yahaya, I.S., Adamu, M.A. and Sabo, A.U., 2020. Benefits and challenges: for marketing strategies on-line. Eur J Mol Clin Med, 7(3), pp.164-179. Available from: https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&as_ylo=2018&q=Benefits+And+Challenges%3A+For+Marketing+Strategies+On-Line&btnG=

Verma, S., Sharma, R., Deb, S. and Maitra, D., 2021. Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), p.100002. Doi: 10.1016/j.jjimei.2020.100002