According to this approach, then ethnographic research marketers must concentrate on assessing the characteristics of the environment, such as the physical surroundings and product/service placement, that influence members of that target market. For ... Read more

According to this approach, then ethnographic research marketers must concentrate on assessing the characteristics of the environment, such as the physical surroundings and product/service placement, that influence members of that target market. For example, point of purchase ( such as product/ service samples) are particularly useful in inducing impulse purchases. Ethnographic research marketers focus on measuring consumers' effective responses to products or services and develop offerings that elicit appropriate subjective reactions and employ effective symbolism. Situational effects can also be perceptive, e.g. there could be a number of ways in which mood can influence purchase decisions. For example, stress can impact information processing and problem solving abilities. In addition, time poverty can impact buying decisions. An individual's priorities determine whose time style. According, consumer buying change is not something which consumers do for themselves, rather it is a result of something that is done to them by some internal ,e.g. trait or external ,e.g. environment force over which they have little or no control. Thus, ethnographic research can assess what is the situational influence factors to cause the buyer to choose to buy the product or consume the service. In conclusion, conditions of competition are changing rapidly today and companies need strategies to react to those changes promptly to raise competition. Due to technological developments, physical differences of products/ services have decreased. Differentiation should be on the meanings products/ services bear instead of on their physical features and a successful brand differentiation can be possible by building personality. Hence, understanding consumer behaviors are related to marketing natures in the product sale or service provision to every marketer who needs to considerate to win whose competitors.2.Discuss the ethical issues that are raised by ethnographic research.Consumer research has been important to the development of marketing theory and practice. Consumers are seldom, if ever, involved in the research design and analysis processes which raises issues that go beyond ethics. Particularly, problematic when participant observation is employed , as little is and little could be addressed by research guidelines and codes of ethics relevant to marketing research. Some of the relevant ethical issues to participant observation that arise from the lack of the consumer in the research process as well as the potential issues that may be involved in participatory research designs, the shortcomings of the available ethnographic marketing research guidelines and codes of ethics as for as participant observation is concerned. Some argument regards the real time and nature of ethical circumstances at the field where the ethnographic researcher must often respond to unexpected situations immediately. 3.Why ethical ways of thinking it is important to recognize that are raised by ethnographic research. It is possible that the issues of power that can arise ethnographic research as well as it is from the consequences of simply doing research , even if the intentions are good and it is from the fact that ethnographic research marketers' knowledge system is necessarily linked to other forms of structural power ( e.g. gender, race, development, the system). The ethnographic research marketers whose emotional and power issues present in ethnographic research relationships are also acknowledged to influence ethnographic results, and this is where the key issues of using research participants for data collection comes in. Ethnographic research designs that objectify and don't include research participants in the conceptualization of the research study through to data analysis have been widely criticized by ethnographic researchers and these issues must be considered within the scope of the ethics of care. Less