Evangelism Marketing And Its Effect On Consumer Purchasing Behaviour

Project and Seminar Material for Marketing

Evangelism Marketing And Its Effect On Consumer Purchasing Behaviour


Abstract


Evangelism Marketing is an innovative, unpaid and advanced form of word of mouth marketing in which the satisfied, in fact, delighted consumers communicates information and feelings about a brand freely and passionately to potential consumers in a desire to transform them into the actual consumers of the brand. The significance of the study has increased leaps and bounds in the present scenario as a result of intense competition resulting from the proliferation of brands further compounded by consumerism and global flow of information through internet and social media networks. Evangelism marketing can play a constructive role in development and growth of brands especially in the context of recent developments like emergence of the concept of brand love and establishment of brand communities. The study throws light on the impact of evangelism marketing on consumer buying behaviour and brand loyalty.


Table of Content


Chapter One:

Introduction

  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Objective of the Study
  • 1.4 Research Questions
  • 1.5 hypothesis of the Study
  • 1.6 Significance of the Study
  • 1.7 Scope of the Study
  • 1.8 Limitation of the Study
  • 1.9 Definition of Terms
  • 1.9 Organizations of the Study

Chapter Two:

Review of Literature

  • 2.1 Conceptual Framework
  • 2.2 Theoretical Framework
  • 2.3 Empirical Review

Chapter Three:

Research Methodology

  • 3.1 Research Design
  • 3.2 Population of the Study
  • 3.3 Sample size Determination
  • 3.4 Sample Size Selection Technique and Procedure
  • 3.5 Research Instrument and Administration
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Validity of the Study
  • 3.9 Reliability of the Study
  • 3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

  • 4.1 Data Presentation
  • 4.2 Analysis of Data
  • 4.3 Test of Hypothesis
  • 4.4 Interpretation of Result

Chapter Five:

Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendation
  • References
  • APPENDIX
  • QUESTIONNAIRE

Chapter One


Introduction

1.1 Background to the Study

The marketing scenario has undergone a radical change in the recent years with the proliferation of brands as well as the media in almost every industry. This has resulted in the emergence of intense competition in the market, making the task of marketing positioning and product differentiation much difficult for the marketers and firms. Growing consumerism, ubiquitous access to internet and social media revolution has compounded the complexity of the marketing scenario. In the present era, the people in the target market do not blindly believe in the marketing communications presented before them. Moreover, with the ubiquitous access to internet and social media revolution, it has become increasingly easy for the consumers to share their experiences and opinions regarding the brands of products and services within their social group as well as their accessibility to information about the brands have also gone up. Such changes have the potential to impact consumer buying behaviour. This has drawn the attention of marketers towards brand related behaviour of the consumers and consequently led to the development of the concept of Brand Evangelism or Evangelism marketing. The term evangelism means “bringing good news”. Evangelism Marketing is an innovative, unpaid and advanced form of word of mouth marketing. Doss (2014) defines the term brand evangelism as communicating positive information, ideas and feelings on a particular brand freely and often fervently to others in a desire to influence behaviour.. Becerra and Badrinarayanan (2013) also discuss the term brand evangelist as an intense willingness to endorse the brand and persuade others to purchase it. It is believed that such a method of marketing can embed the product offerings in the minds of consumers and can thus result in the creation of greater market share and wider customer base through turning potential consumers into actual consumers. The study is designed to explore impact of evangelism marketing on consumer buying behaviour.


1.2 Statement of the Problem

Many studies have proved the brand consciousness of consumers in various Abuja. In this context, the researcher aims to know the impact of evangelism marketing on the buying behaviour of the consumers in Abuja FCT. The study is relevant and brings under its purview identification of the type of products in which it is effective, the contribution of evangelism marketing towards brand loyalty and its influence on different modes of purchase. As the study is based on the impact of evangelism marketing on consumer purchase behaviour, the study is entitled as “A study on the impact of evangelism marketing on the consumer buying behaviour with special reference to Abuja FCT.


1.3 Objectives of the Study

The main objective of this study is to examine evangelism marketing and its effect on consumer purchasing behaviour.

Specifically, the study aims;

  1. To study the impact of evangelism marketing on consumer buying behaviour
  2. To identify the type of goods in which evangelism marketing is effective
  3. To assess the impact of evangelism marketing on brand loyalty
  4. To identify the influence of evangelism marketing on different modes of purchase

1.4 Research Question

  1. What is the impact of evangelism marketing on consumer buying behaviour ?
  2. What are the type of goods in which evangelism marketing is effective ?
  3. What is the impact of evangelism marketing on brand loyalty ?
  4. What is the influence of evangelism marketing on different modes of purchase ?

1.5 Hypotheses of the Study

  1. H0: There is no significant difference in impact of evangelism marketing on consumer buying behaviour among (a) gender (b) age group (c) income and (d)location
  2. H0: There is no significant difference in the factors that motivate an evangelist consumer to make a purchase
  3. H0: There is no significant difference in the Brand Loyalty of the evangelist consumers according to the interaction of gender and locale.
  4. H0: There is no significant difference in the modes of purchase that are influenced by evangelism marketing.

1.6 Significance of the Study

This study wire help in finding out the effects of evangelism marketing on peoples buying behavior whether people patronize the Nigerian Bottling Company because of the evangelism marketing campaign used, the brand qualities, reasonable polices or its availability when and where needed.

Analysis and knowledge of this research by the case study or any firm wire help it come up with not only an effective evangelism marketing program, but also efficient program that wire ultimately leads success.

The study is also a welcome development since it seeks to know if it is worthwhile for evangelism marketing to spend that huge sum of money on evangelism marketing or not.


1.6 Scope of the Study.

The scope of the research will cover Abuja FCT. Hence our main objective will be to determine the impact evangelism marketing makes on consumers resident within Abuja FCT at any point in time. In the discourse, we shall examine it from dimension, namely, from the standpoint of the bottlers [who are the advertisers] and from the standpoint of the consumer [who are the object in this researchers]. We shall move further to build up our view from the economic disposition of the consumers, the effect of media on consumption pattern; evangelism marketing and socio –cultural factors; and finally measuring the effectiveness of evangelism marketing. The choice of this center is not unconnected with the rate at which the consumption of coca- cola products is, in other parts of the country.


1.7 Limitation of Study

Finance, inadequate materials and time constraint were the challenges the researchers encountered during the course of the study.


1.9 Organizations of the Study

The chapter one consist of the introductory part of the study which includes the study background, the statement of the research problem, the study objective and scope of the study.

The second chapter is a critical review of other literatures relevant to the study and its objectives including the theoretical framework for the study. While the third chapter is methods of data collection, sampling and data analysis used in conducting the study. The fourth chapter centres around the research findings including an analysis of how it relates to previous findings. The fifth chapter consists of the summary of findings, conclusion and recommendations base on the study objectives.


Chapter Five


Summary of Findings, Conclusion and Recommendation

5.1 Summary of Findings

  1. It is found that 17 per cent of the respondents depend on evangelists in case of convenience goods, 32 per cent in case of shopping goods, 28 per cent in case of specialty goods and 23 per cent in case of unsought goods.
  2. It is evident that 71 per cent of the respondents are of the opinion that they have the habit of changing their purchase decision on the basis of the opinion of a brand evangelist while only 5 per cent opined that they do not change their purchase decision in accordance with the opinion of a brand evangelist. 24 per cent of the respondents opined that they sometimes change their purchase decision on the basis of the opinion of an evangelist.
  3. It is revealed that 77 per cent of the respondents are of the opinion that evangelism marketing has an impact on their buying behaviour while only 7 per cent opined that evangelism marketing do not have an impact on their buying behaviour. 16 per cent of the respondents opined that evangelism marketing sometimes do affect their buying behaviour.
  4. It is observed that 83 per cent of the respondents are of the opinion that evangelism marketing is a successful marketing strategy and only 5 per cent opined that evangelism marketing is not a successful marketing strategy. 12 per cent of the respondents are of the opinion that evangelism marketing is sometimes an effective marketing strategy.

5.2 Conclusion

Thus by the analysis and interpretation of the data collected through the study, it can be concluded that the evangelism marketing is an effective marketing strategy in the present scenario with the modern day witnessing proliferation of brands and media which creates stiff competition making market positioning and survival a difficult task. However, the effectiveness of evangelism marketing depends on different factors. Evangelism marketing could boost brand loyalty and it is proved that evangelism marketing has the potential to create a profound impact on the consumer buying behaviour. In fact evangelism would be the next buzz word in the years to come.


5.3 Recommendation

  1. Evangelism marketing is an unexplored area, it has substantial potential for further research and development of academic works.
  2. The evangelism marketing has a deep impact on the consumer behaviour which can be utilised by the brands to strengthen their market share and to widen their customer base.
  3. Brand referrals and reviews about the products were found to be the most important and advertisements and celebrity endorsements were the least important factor that motivates a consumer to make a purchase. Therefore the brands must strive to focus on evangelism marketing.
  4. The brands could themselves enjoy a competitive advantage by fostering evangelism marketing through brand communities.
  5. Evangelism marketing could be effectively used by brands and marketers to reduce the ill effects of post cognitive dissonance as it reinforces the products in the mind of consumers and averts non usage or discontinued use of a product.
  6. The consumers should also involve themselves in evangelism marketing. It could benefit them in the form of quality products at reasonable prices.
  7. Evangelism marketing can be effectively used by the consumers to protect themselves from poor quality products, adulteration, poor customer relations etc.
  8. Evangelism marketing is a tool to ensure better corporate management practices as it involves closer public scrutiny.

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