C/M/845. Experiential Marketing

The paper examines the concept of experiential marketing providing a review of literature on the theories of brand and consumer behaviour. The importance of emotional experience for making a purchasing decision is discussed. Case studies of the UK clothes suppliers Next and Primark are conducted with regard to their use of experiential marketing.

C/EI/39. E-Security: Consumer Risk Perception at Primark (Report + Reflective Report)

The Internet users have grown exponentially over the last couple of decades around the globe and the world has already witnessed the rise, fall and re-emergence of e-commerce. One of the major issues in the success and failure of ecommerce is the internet-security or e-security. This paper discusses the issues related to the e-security, especially the customer perception of the risks associated with e-commerce and its impact on their decision to buy or not to buy over the internet. A particular case of cloths retailer Primark is studied to understand the phenomenon. Primary data is drawn through a questionnaire asking Primark customers specific questions about their perception of risk associated with buying online and their level of trust on Primark. The study revealed that there is huge un-met demand among the customers for Primark's e-shopping facility and despite some doubts on e-security, vast majority of customers are willing to use if any such facility is offered by Primark.

C/EI/38. E-security at Primark's e-commerce facility

This poster has been aimed at exploring the e-security at Primark's e-commerce facility. The poster has been designed on an A3 sized MS power point slide, where a balance between rich graphics, diagrams and text has been achieved. The poster highlights the importance of e-commerce for Primark; the phases for the deployment of the system; the research objectives of a dissertation based on Primark's e-security; and special aspects of e-security.

C/B/612. Comparing the value chains of two UK clothing retailers: M&S and Primark

The present paper presents a comparative analysis of the value chains of Primark and Marks & Spencer. The analysis looks at the quality preferences put forward by customer purchase needs and its implications for different dimensions of value chain such as value chain architecture. The analysis outlines the principal differences between the operations of discount retailer and fashion driven speciality store.

S/B/272. International Marketing: Taking Primark to the Czech Republic

The paper examines the best strategic options for Primark's expanding to the Czech Republic providing the company's overview and their position in the UK. Theoretical underpinnings of cross-cultural differences are reviewed; cross-cultural analysis of the Czech Republic and the United Kingdom is conducted addressing the issues of consumer behaviour, marketing mix, marketing entry strategies, etc.