Compare and Contrast the Qualitative and Quantitative Research Methods

Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer Behavior, 6e, 6th Edition.

This theory was first created by Ajzen and Fishbein in 1980. This theory provides a framework to study the attitudes that support behaviours and suggests that the most important determinate of an individual’s behaviour is their behavioural intent. This is the individual’s intention to preform a certain behaviour, which is formed from a combination of their attitude towards the behaviour and the subject norm. (The subject norm is the individual’s perception of what others expect them to do).

The theory of planned behaviour develops a few assumptions that are argued as bias methodologies. For example the ‘Dob in a dealer’ campaign assumes individuals are motivated to achieve a given change in behaviour, this assumption is detrimental when researches investigate the consumer adoption behaviours. This assumption affects the result the campaign as the theory of planned behaviour will fail to incorporate a range of predictable consumer behaviours, therefore creating boundaries and providing an oversimplified result of behaviour change (Taylor and Todd, 1995). The central weakness of this campaign is that it fails to take into account the non-monetary cost of variables if a person was to stop using illegal drugs, it fails to take into account the unconscious influences on behaviour, and the utility of emotions that go beyond predictable hypothesis, hence affecting the long-term prosperity of behaviour change (Sniehotta, Presseau and Araújo-Soares,

Predicting Behavior by Attitudes Attitudes can be very complex, a product or service may be composed of many attributes or qualities some of which may be more important than others to certain people. Furthermore, a persons decision to act on his or her attitude is affected by other factors, such as approval by family and friends. For this reason, multiattribute models have been constructed and are extremely popular among marketing research. Many models have been constructed but the most influential model is that of Fishbein 1973.

Based on the TRA model, both attitudes and norms have direct influence towards behavioral intention in which is the potential predictor tool. All the external factors are just influence behaviour indirectly, through their influence on attitude and subjective norm (Tsai, Chen, & Chien, 2012).

This theory is considered to be a continuity of the Theory of Reasoned Action (Fishbein & Ajzen, 1967). This theory assumes that our behaviours are deliberate because it has been planned before it happened. Also, these behavioural intentions is as result of a combination of our several beliefs such

Economist, business analyst, and statisticians all are using consumer decision-making as a strategy. They use the information to ponder, “how different amounts of prior knowledge

The intention is viewed, to be a person's readiness to perform a given behavior, and it is considered to be the immediate antecedent of behavior (Macovei, 2015). The theory, therefore, implies that people attitudes and subjective norm are the variables that influence behavioral intention; the behavior is carried out based on intention (Southey, 2011).

Across both the Theory of Reasoned Action (TRA) and its descendant the Theory of Planned Behavior, people are portrayed to behave in ways that they intended to (thus said to have planned doing as such), with their intentions dependent on how favorably they view the behavior based on what outcomes it would bring (attitudes), how people they consult with would act in the same situation (norms), and how much they believe in their ability to act (behavioral control). The causal path is then clear: People possess beliefs about their actions and act on their intentions if they find that acting out their beliefs would be worth it (both because it would bring desired outcomes, and because they intend to do so).

The theory states that attitudes, as well as subjective norms and perceived behavioral control, will forecast whether or not someone will perform a certain behavior. An attitude refers to the degree to which an individual has a positive or negative evaluation regarding a behavior. As mentioned, one considers the outcomes of performing this specific behavior. Secondly, subjective norms center on the belief about whether people in one’s social network approve or disapprove of a behavior. One considers whether their peers think they should engage in this behavior or not. Finally, perceived behavioral control focuses on the perception of whether one can perform a certain behavior, based on its ease or difficulty. The above variables influence behavioral intention and, as a result, the actual enactment of the behavior (Azjen, 1991). As the observer experiences the desire to enact a model’s behavior, they will consider their attitude and subjective norms toward the modeled behavior, as well as their perceived ability to perform the behavior. If one’s attitude towards the behavior is favorable, peers evaluate the behavior as positive and the individual perceives the behavior as easy to enact, the individual will most likely adopt the behavior performed by the model.

Purchase intention was one kind of behavioral intention, and the so-called behavioral intention, indicates our subjective judgment on what we will do in the future. Therefore, purchase intention means one’s possible action intention, which can be used to predict consumer’s purchase behavior. Blackwell et al (2005) claimed that purchase intention is part of behavioral intentions, and behavioral intentions are cognitive plan to perform a definite action or possible behavior on an object. Each concept of behavioral intention represents individual projection or the particular expected behavior to be performed. According to Kotler (2010) purchase intention can define as consumer behavior occurs when consumer stimulated by external factors and

• One caveat is that people who say that they intend to purchase a product do not always follow through, so the numbers resulting from this activity are almost always optimistic. Still, the numbers provide you with a preliminary indication of how your most likely customers will respond to your potential product or service offering.

The TPB (Ajzen, 1985; 1991) was developed following an extension of the socio psychological Theory of Reasoned Action or TRA (Ajzen and Fishbein, 1980; Fishbein and Ajzen, 1975) as a result of the original model’s limitations in dealing with behaviours over which people have incomplete volitional control. According to the theory, both attitude toward behaviour (Act) and subjective norms (SN) are immediate determinants of intention to perform behaviour. The TPB further proposes that intention to perform behaviour is the immediate cause of such behaviour. It represents motivational components, that is, the extent to which a person will exercise conscious effort in carrying out any intended behavioural actions.

Icek Ajzen’s Theory of Planned Behavior was used as a framework to explain the relationship between one’s attitude and behavior and whether or not it can be predicted and or prevented. What the Theory of Planned Behavior focuses on are three kinds of views, behavioral beliefs, normative beliefs and control beliefs (Ajzens, 1971). Atzens suggests that “behavioral beliefs focus on the likelihood of the outcome of behavior and the evaluation and whether or not they have a positive or negative attitude toward the behavior itself. Normative belief focuses on the expectations of others and the motivation to comply with those said expectations and if it is viewed as a result of social pressure or subjective norm (Ajzens, 1971). Control beliefs go on to focus on factors that may positively or negatively influence performance of that behavior and the thought power of those factors and perceived behavioral control. When you consider all of these three views, you develop behavioral intention” (1971). It is suggested

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With