RM 03 - Field
Project (FP)
• Consumer Behavior
• Digital Marketing
• Branding and Positioning
• Retail and Distribution
• Emerging Trends in Marketing
Consumer Behavior
• Impact of Social Media Influencers on Consumer Purchase Decisions
• Study how influencers shape consumer preferences across different demographics and product
categories.
• Role of Emotional Branding in Building Customer Loyalty
• Explore how emotional connections (ads, stories, or causes) influence repeat purchases.
• Consumer Perception of Sustainable and Eco-Friendly Products
• Investigate whether eco-friendly claims affect buying behavior and willingness to pay.
• Impact of Discounts and Promotions on Impulse Buying Behavior
• Examine how limited-time offers or flash sales trigger unplanned purchases.
• Cultural Influences on Buying Behavior for Luxury Goods
• Assess how cultural values or traditions shape luxury product purchases.
Digital Marketing
• Effectiveness of Personalized Advertising in Customer Retention
• Study consumer responses to targeted ads based on their browsing or purchase history.
• Role of Online Reviews in Shaping Purchase Intentions
• Analyze the impact of positive and negative reviews on consumer trust and decision-making.
• Adoption and Usage Patterns of E-commerce Platforms in Rural vs. Urban Areas
• Compare preferences and barriers to e-commerce adoption across geographic locations.
• Impact of Chatbots on Customer Experience in Online Shopping
• Investigate how AI-powered customer service tools influence satisfaction and loyalty.
• The Role of Short-Form Video Content in Brand Awareness
• Examine the popularity and marketing success of platforms like Instagram Reels, TikTok, or YouTube
Shorts.
Branding and Positioning
• The Impact of Celebrity Endorsements on Brand Credibility and Sales
• Measure how celebrity associations shape brand perceptions and drive consumer trust.
• Effectiveness of Rebranding Strategies in Changing Consumer Perception
• Collect data from consumers about a brand that recently underwent rebranding.
• Consumer Preference for Local vs. Global Brands
• Analyze why consumers might favor local brands over global ones in specific product categories.
• Brand Loyalty and Switching Behavior in FMCG Products
• Study the factors that drive customers to remain loyal or switch brands in competitive markets.
• Role of Packaging Design in Attracting First-Time Buyers
• Assess how visual appeal, functionality, and sustainability of packaging influence purchase
decisions.
Retail and Distribution
• The Role of In-Store Experience in Driving Footfall in Retail
Stores
• Evaluate how layout, ambiance, and customer service affect the number of
visitors and conversions.
• Consumer Adoption of Omnichannel Shopping Experiences
• Examine the integration of offline and online channels and how it affects
shopping behavior.
• Effect of Loyalty Programs on Repeat Purchases in Retail
Outlets
• Study customer perceptions and the success rate of loyalty rewards systems.
Emerging Trends in Marketing
• Impact of AI and Machine Learning on Personalized Marketing Campaigns
• Study how AI-driven tools (e.g., recommendation engines) shape consumer preferences and
behavior.
• Consumer Perception of Augmented Reality (AR) and Virtual Reality (VR)
in Retail
• Examine the impact of virtual try-ons or immersive experiences on the purchase journey.
• Adoption of Voice Search in Shopping Decisions
• Explore how consumers use voice assistants like Alexa or Google Assistant for product discovery.
• Role of Cause-Related Marketing in Shaping Brand Image
• Assess whether consumers are more likely to support brands associated with social or
environmental causes.
Questionnaire: Impact of Social Media
Influencers on Consumer Purchase Decisions
• Section A: Demographics
• Age:
• <18 | 18–24 | 25–34 | 35–44 | >44
• Gender:
• Male | Female | Non-Binary | Prefer Not to Say
• Education Level:
• High School | Undergraduate | Postgraduate | Other (please specify)
• Occupation:
• Student | Employed | Self-employed | Unemployed | Homemaker | Other
• Monthly Income (if applicable):
• < 20,000 | 20000–40000 | 40000–60000 | > 60000
Section B: Social Media Usage
• Which social media platforms do you use regularly? (Select all that apply)
• Instagram | Facebook | YouTube | Twitter | LinkedIn | Others (please specify)
• How many hours per day do you spend on social media?
• <1 hour | 1–2 hours | 2–4 hours | >4 hours
• How often do you follow or engage with social media influencers?
• Daily | Weekly | Occasionally | Rarely | Never
• What type of influencers do you follow? (Select all that apply)
• Fashion/Beauty | Food/Travel | Fitness/Health | Technology/Gadgets | Lifestyle |
Finance/Education | Others (please specify)
Section C: Influencer Impact on
Preferences
• Have you ever purchased a product or service based on an influencer's recommendation?
• Yes | No
• If yes, what types of products/services did you purchase? (Select all that apply)
• Clothing/Fashion | Beauty/Skincare | Gadgets | Fitness Equipment | Food/Beverages | Others (please specify)
• How strongly do you agree with the following statement:
• "Social media influencers influence my opinions about brands and products."
• Strongly Agree | Agree | Neutral | Disagree | Strongly Disagree
• What factors make you trust an influencer’s recommendation? (Select all that apply)
• Expertise in the field
• Authenticity and transparency
• Personal connection or relatability
• High-quality content
• Popularity or large following
• Do you research a product or brand before purchasing it based on an influencer's suggestion?
• Always | Sometimes | Rarely | Never
Section D: Consumer Preferences
• How likely are you to buy a product endorsed by an influencer in these
categories:
• Fashion/Beauty: Very Likely | Likely | Neutral | Unlikely | Very Unlikely
• Fitness/Health: Very Likely | Likely | Neutral | Unlikely | Very Unlikely
• Gadgets/Technology: Very Likely | Likely | Neutral | Unlikely | Very Unlikely
• Food/Travel: Very Likely | Likely | Neutral | Unlikely | Very Unlikely
• Do you prefer influencers who:
• Promote multiple brands/products
• Stick to specific niches
• Mix personal content with promotions
• Avoid promotions altogether
Section E: Negative Perceptions
and Limitations
• What are your concerns about purchasing products endorsed by influencers?
(Select all that apply)
• Fake or paid reviews
• Lack of trust in endorsements
• Overpricing of promoted products
• Misalignment with personal preferences
• Have you ever felt misled by an influencer's endorsement?
• Yes | No
• How often do you stop following influencers who promote too many products?
• Frequently | Occasionally | Rarely | Never
Section F: Open-Ended Questions
• What motivates you to trust or distrust a social media
influencer?
• Can you describe a situation where an influencer's
recommendation positively or negatively impacted your
purchase decision?
• What suggestions do you have for brands and influencers
to create authentic and effective endorsements?
