Conclusion - Age Distribution - Personalized marketing

Age Distribution

7. Conclusion

The main goal of this study was to examine personalized marketing and consumer behaviour in the midst of global coronavirus crisis. We based our research on the theoretical framework developed by Ajzen (1991) the theory of planned behaviour. From this framework we proposed research question to accomplish the underlying goals.

First, we reviewed important literature on the topic of personalized marketing which concerned examining the methods currently employed by organizations. These methods were targeted emails, video advertisement, product recommendation, limited offers and social media marketing. We subsequently reviewed theory of planned behaviour to help us better understand consumer behaviour.

In the next chapter we proposed hypotheses based on the literature review and developed a conceptual framework that guided our research. In the subsequent chapter we proposed what methodologies we were going to use to gather primary data.

In the chapter empirical finding and data analysis we used statistical methods to explore and assess the consumer behaviour towards personalized marketing. We used multiple regression analysis to identify the relationships. The results indicated the importance of limited offers, targeted emails and social media marketing as a predictor to consumer intention. Furthermore, product recommendation and video advertisement had a negative impact on consumer behaviour. On the other hand, the findings for theory of planned behaviour validated the theoretical framework. Clearly attitudes, subjective norms and perceived behavioural control have a significant impact on consumer behaviour on strongly corelates with behavioural intentions.

Lastly, we discussed our finding and argued about the results of the analysis. Based on the results from discussion we proposed various recommendation for future practices.

that the pandemic will result in behaviour and, in some cases, economic changes that will last a lifetime.

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