Thesis Outline

Thesis Outline

Research Question

If greedy people are forced to cooperate to get ahead, will they be more committed to collaborate?

Introduction

Consumer behavior is a key element in marketing. Various emotional factors shape the buying behavior of customers. Greed is one of the emotional factors with a significant influence on consumer buying behavior.  Greed is an uncooperative behavior that is driven by selfishness.  Disadvantaging others is a key component of greedy behavior. However, the collaboration of greedy people in the market may bring business success instead of disadvantaging others. The research investigates the methods that may force greedy people to corporate and the extent of their commitment to the collaboration.

Objectives

1. To determine marketing strategy that can force greedy people to cooperate.
2. To determine the extent of the commitment of greedy people to the created cooperation.

Suggested Methodology

To answer the hypothesis, unique marketing strategies, interviews, questionnaires, and empirical analysis will be employed. An influential manufacturer, for instance, a text-book manufacturer, will be advised to limit the supply of the text-books. The supply will be limited for a considerable time, say four months. Text-book consumers will be interviewed on how to handle the challenge of a few books in the market. An empirical analysis of the interview and questionnaire responses will then be carried out to determine the degree of cooperation.

Expected Results

Limiting the supply of an essential commodity activates greediness among the potential consumers of the product. Reducing the supply of text-books will cause some consumers to become greedy. However, limiting the supply of books for a long time will force the greedy consumers to cooperate. From the interviews, it is expected that some greedy consumers will suggest the methods of handling the scarcity of books, such as sharing the available books in the market. Thus, limiting the supply of a certain product is a unique marketing strategy that forces greedy consumers to corporate with a high level of commitment.