Introduction - Impact on Customer Purchasing Decisions
Background of the study
In the current times, companies are laying focus on using celebrities in advertisement with the motive to attract large customer base. Moreover, along with the price, quality, there are several other factors which closely influence customer decision making about purchase. The influence of endorsements from celebrities has drawn a lot of focus in the ever-evolving environment of buying habits (Savina, et. al, 2019). For this research proposal, Muller Milk & Ingredients, a significant supplier within the UK, has been selected. Eleven well-known dairies in the area serve as its operational bases. With an emphasis on Muller Milk specifically, this study attempts to investigate how celebrity endorsements affect customer purchasing choices. Muller, being a prominent participant in the dairy sector, must contend with escalating competition. Therefore, comprehending the impact of endorsements from celebrities on customers is imperative for making well-informed strategic marketing choices. The purpose of the research is to investigate the way in which Muller's milk item views, opinions and purchase decisions are influenced by celebrity endorsements. Through analyzing how customer behavior as well as celebrity endorsements interact, the study seeks to offer insightful information that can inform marketing tactics. Additionally, in a market where competition is fierce, add to Muller Milk achievement in general.
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Aims and objectives
Aim
The aim of the current study is to ascertain to influence of celebrities’ endorsement on the buying behavior of customers in the context of Muller Milk Ingredients.
Objectives
To develop understanding about the concept of celebrities’ endorsement and its significance.
To analyze factors which impact buying decision of customer’s within Muller Milk Ingredients.
To analyze relationship between celebrities’ endorsement and customer decision making within Muller Milk Ingredients.
To recommend competent celebrities’ endorsement strategies to Muller Milk Ingredients for enticing decision making of customers.
Q.1 What is the celebrities’ endorsement and why it is significant for dairy business?
Q.2 Which factors entice buying decisions of consumers?
Q.3 How celebrities’ endorsement impacts buying decisions of Muller Milk Ingredients consumers?
Rationale of the study
The rationale behind conducting current study is to clarify the relationship between customer choices and celebrity influence. Through this, insightful information will provided to improve Muller's marketing tactics and help the company stay ahead of the competition. It is recognized as an issue because now day’s customers follow their ideal (celebrities) while taking decision about purchase (Tangyu, et.al, 2019). It considered as an issue now all the companies are including celebrities in their promotional campaign. Endorsements from celebrities are now widely used in marketing, affecting the opinions and decisions of consumers. Creating strategic decisions in the Muller Milk scenario requires an in-depth knowledge of how endorsements from celebrities affect customer buying habits. Evaluating how well Muller's endorsements of items work in the face of greater rivalry in the milk sector will yield useful information. Its findings may assist Muller Milk develop focused strategies to successfully use endorsements from celebrities to build brand loyalty and increase customer involvement.
Significance of the study
Given that it tackles a crucial facet of Muller Milk modern marketing, this research is extremely important. Celebrity endorsements have a significant impact on the opinions and decisions of consumers. Comprehending how these endorsements affect consumers' purchasing decisions with relation to Muller's dairy items is essential to the business's strategic choice-making process. Muller might boost company loyalty as well as market share within the aggressive dairy sector by leveraging the knowledge gained from the study on endorsements from celebrities to optimize advertising tactics. The firm uses this research as a guide to improve marketing effectiveness and guarantee continued customer engagement (Müller, et. al, 2021). Current study and its finding will prove to be beneficial for the other scholars who want to conduct study in the similar area.
Research Methodology
Research Type: Qualitative and quantitative are the main two research type which scholar undertakes before making selection data collection, sampling and analysis process (Pandey, 2021).This research uses a qualitative methodology and mostly surveys in order to thoroughly evaluate how Muller Milk customers' purchasing decisions are affected by celebrity endorsements. An organized, yet adaptable, method for gathering detailed qualitative information from a wide range of customers is through surveys. Close-ended inquiries designed to elicit comprehensive responses will be incorporated into a meticulously designed survey tool. Enabling participants to share what they think and have experienced about celebrity endorsements as well as the way they affect the buying of milk products. Thematic evaluation will be used to uncover themes as well as patterns in qualitative data obtained from surveys, exploring the subjective elements of consumer behavior. This strategy guarantees a comprehensive investigation of the intricate relationships between Muller Milk customer preferences as well as celebrity endorsements.
Research Approach: This study uses an inductive research methodology, with surveys serving as the main technique to evaluate the effect of celebrity endorsements on Muller Milk purchases made by consumers. The utilization of the inductive method facilitates a bottom-up investigation of customer viewpoints, thereby allowing themes and patterns to surface from the gathered survey information (Mehrad, 2019). Questions encourage respondents to freely share their thoughts and experiences, as well as an organized survey is being created to gather qualitative findings. The utilization of an inductive study design guarantees a thorough investigation of the intricate relationship between buyer preferences and endorsements from celebrities, providing insightful information for Muller Milk advertising strategy. On the basis of this, by evaluating observations new theoretical framework will be developed.
Research Philosophy: This adopts an interpretive methodology with the goal of fully comprehending, via the perspective of specific customer experiences, the influence of celebrity endorsements on customer buying habits of Muller Milk. Questionnaires are a vital instrument in the interpretivist framework for gathering the contextual as well as subjective aspects of customer opinions (Tamminen, 2020). This research intends to uncover various interpretations associated with endorsements through qualitative techniques such as thematic programming, offering a more profound comprehension of the connection between endorsers from celebrities as well as Muller Milk purchases from the viewpoint of the customers. Thus, by interpreting qualitative aspects research questions will be addressed.
Data Collection: Methods of data collection can mainly be distinguished into two such as primary and secondary (Archibald, et. al, 2019). The research employs a technique known as mixed methods; integrating methods for collecting Primary and Secondary Data to thoroughly evaluate the influence of celebrity endorsements on Muller Milk customer buying habits. Questionnaires are the main method of gathering data. An organized survey will help in getting information from a representative sample of customers. Simultaneously, secondary information will be gathered from extant literature, business studies, and social media analysis in order to enhance and augment the comprehension of the circumstances pertaining to buying habits and celebrity endorsements. A comprehensive picture is provided by the combination of survey information as well as secondary sources, enabling the triangulation technique and verification of results. For Muller Milk, this mixed methods research guarantees a thorough and comprehensive investigation of the dynamic between buyer behavior and endorsement from celebrities.
Sampling
Due to the time constraint, in the case of survey, scholar is required to select appropriate sample from the identified population by using either probabilistic or non-probabilistic technique (Berndt, 2020). Thus, 20 consumers will be chosen at random from a simple random sample in order to determine the effect of celebrity endorsements on Muller Milk purchases. By guaranteeing that every consumer in the community has a fair opportunity of being selected, this technique offers an adequate sample size for the research. The selected respondents will provide insightful feedback on how celebrity endorsements affected their choices to buy Muller Milk items.
Data Analysis: Techniques of data analysis, thematic perception test or SPSS, is highly influenced from the type of research undertaken (Hariri, 2019). The influence of celebrity endorsements on Muller Milk buyer behavior is examined in this research using a thematic analysis method. An organized survey is going to be created using questionnaires as the main means of gathering data in order to obtain qualitative information from customers about their views and encounters with endorsements from celebrities. The gathered information will be subjected to a thematic examination that will enable recurring themes, trends, and concealed significance in the answers to be found. A detailed investigation of the distinctive ways in which Muller Milk item selections are influenced by celebrity endorsements is made possible by this approach. It endeavors to provide full understanding into the relationship between Milk Ingredients-specific consumer behavior and endorsers from celebrities by highlighting new patterns.
Ethical Considerations: To maintain the trustworthiness and reliability of the investigation on the effect of celebrity endorsements on consumer purchasing behavior of Muller Milk, this study places a high priority on ethical standards. The rules of ethics found in pertinent code of ethics as well as institutional committee approvals will be followed in every study's activity. The privacy of participants is of utmost importance, and all information gathered will be safely stored and analyzed. Respondents will be asked to provide informed consent that details the study's objectives and the rights they have. Integrity will be upheld during every step of the study, including the disclosure of any possible differences of interest. In order to maintain the highest levels for study integrity, ethical issues will also be continually evaluated and resolved (Suri, 2020). It will adhere to recognized ethical rules and regulations in order to ensure that the study is conducted responsibly and with respect.
Reliability and Validity: It is crucial to confirm the validity and dependability of the research on how celebrity endorsements affect consumers' decisions to purchase Muller Milk. Authentic techniques are integrated into the study's design, making use of the most recent and pertinent collecting data strategies (Rose, 2020). Questionnaires that make use of pre-established inquiries and scales improve reliability by guaranteeing measurement accuracy. By using up-to-date keywords, the study is validated by being in line with present consumer patterns. Integrating business reports as well as the most recent literature guarantees methodological solidity, which enhances the general reliability and validity of findings from studies.
Research Limitations: There might be financial, temporal, and cost constraints on this research. It requires a lot of resources to analyze qualitative information and conduct comprehensive questionnaires (Ross, 2019). Time constraints could have an impact on how much data is gathered and analyzed. The scope of the research could be impacted by limited funding. Notwithstanding these drawbacks, the study attempts to lessen restrictions and offer insightful information while working inside the given limitations.
References
Books and Journals
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Mehrad, A. and Zangeneh, M.H.T., 2019. Comparison between qualitative and quantitative research approaches: Social sciences. International Journal For Research In Educational Studies, Iran, 5(7), pp.1-7.
Müller, C.B.M., Görs, S., Derno, M., Tuchscherer, A., Wimmers, K., Zeyner, A. and Kuhla, B., 2021. Differences between Holstein dairy cows in renal clearance rate of urea affect milk urea concentration and the relationship between milk urea and urinary nitrogen excretion. Science of the Total Environment, 755, p.143198.
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Savina, A.G., Malyavkina, L.I., Zimina, L.V., Muzalevskaya, A.A., Sergeeva, I.I. and Smagina, I.V., 2019. Reconceptualization of the concept of digital literacy as a theoretical and methodological background for its study. Espacios, 40(10), p.29.
Suri, H., 2020. Ethical considerations of conducting systematic reviews in educational research. Systematic reviews in educational research: Methodology, perspectives and application, pp.41-54.
Tamminen, K.A. and Poucher, Z.A., 2020. Research philosophies. In The Routledge international encyclopedia of sport and exercise psychology (pp. 535-549). Routledge.
Tangyu, M., Muller, J., Bolten, C.J. and Wittmann, C., 2019. Fermentation of plant-based milk alternatives for improved flavour and nutritional value. Applied microbiology and biotechnology, 103, pp.9263-9275.
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