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(2008, 2100 words)
The paper presents a proposal of research into the pre-purchase attitudes of mobile phone consumers in Iran and the UK. The proposal sets out the limitations of the existing cross-cultural research into consumer behaviour and the potential to develop a new theory by comparing Western European and Middle Eastern culture. The paper offers a review of related literature, a description of the research methods, and a project implementation plan.
(2006, 12000 words)
The paper begins with a brief introduction of the different concepts of brand and some of the factors relating to successful branding before divining into the depths of the topic. This is followed by a brief and clear outline of the project aims and objective, with the main aim being to analyse how branding affects consumer purchasing decision. The author then provides a brief presentation of the project in terms of the intent and rationale. As the paper progresses into the literature review, a detailed overview of the relevant papers and books have been provided. The review starts at the very basics of branding and its functions and further progresses to take a look at some of the important concepts of brand equity and brand image. From the consumer point of view the paper looks at one of the authoritative work on the perception, learning and attitude of different customers to the brand, especially in terms of the purchasing behaviour. Following the project methodology is described in detail. The choice and explanation of the questionnaire is one of the important aspects. Moreover, the sample size of twenty five people comprising of 13 women and 12 men has been justified. This is followed by the analysis and finding section which perhaps is the most significant part of the paper. The analysis employs statistics software to present the data in graphical as well as more analytical manner. The crucial finding being that the establishment of the relation between branding and consumer purchase decision. Drawing from these finding the paper then ends in a set of implications and recommendations for brand managers to be kept in mind while dealing with the subject.
(2004, 20000 words)
This dissertation aims to investigate Brand Equity of Nestle and analyse the ways Nestle uses its Brand Equity to enhance its performance through line extensions. Literature review of the dissertation provides overview and analysis of UK confectionary market and theories of branding. This dissertation contains methodology and primary research which consisted of both qualitative and quantitative researches. Analysis of Findings section draws important conclusions regarding the study. Please contact us for more information on this dissertation.
(2004, 12500 words)
This dissertation measures service quality in a UK hotel. The paper starts with the presentation of objectives. The literature review outlines the importance of service quality, its link with customer satisfaction and overall business performance. Since the measurement of service quality is based on SERVQUAL model, the literature review describes its principles and limitations. The measurement of service quality is made with the involvement of middle-east customers, hence literature review outlines the specific features of middle-east culture. The methodological part justifies the use of phenomenological case study, explains the use of questionnaires as primary data collection tools. The analysis is based on the use of the factor analysis and measures the gap between expected and perceived service quality.
(2004, 7000 words)
This dissertation reviews the business environment of a Russian tour operator and advises the improvement strategy. The literature review explains the benefits of the external and internal analysis for the assessments of a firm strategic context and content. This discussion covers such models of environmental assessment as SLEPT, Five Forces and SWOT. The methodological part justifies the use of case study as research strategy, explains the usage of structured questionnaires as primary data collection tools. The analysis is based on both secondary and primary data analysis. The external assessment reveals the role of tour operators in a overall supply chain, the current market tendencies and the scale of competitive pressure. Then, the analysis benchmarks the chosen tour operator against its closest competitors. On the basis of external and internal audit (SLEPT, Five forces and SWOT) the paper suggests the improvement of a firms marketing strategy.
(2004, 15000 words)
This dissertation explores the topic of shock advertising and aims to investigate whether the effectiveness of shock advertising is affected by cultural boundaries. Literature Review section presents comprehensive review of the literature on shock advertising, shock advertising effectiveness and refers to the cultural differences between nations which may affect the effectiveness and responses to shock advertising. Methodology chapter presents research rationale and outlines the research process. Primary research tools used in this study are focus groups and questionnaires. Dissertation is concluded with analysis section, which outlines the results and draws important conclusions.
(2004, 12000 words)
ÄChange is a way of life in post-reform China, and right now there is no more striking symbol of change than the personal automobileŽ (Bandurski, 2003). China, a country famous for its millions of bicycles, the idea of owning or even getting behind the wheel of a luxury car has been parked in dreamland for most of Chinas 1.3 billion people. But nowadays, things are gradually changing, like everywhere else; luxury cars are attracting the rich and the hopeful (CNN.com, 2002). The explosive rise in luxury car consumption not only means growth in Chinas domestic economy, also indicates a fundamental changing pattern of consumption in China. The research problem undertaken in this project is the understanding of the factors influence consumers when considering purchase a luxury car. Four hypotheses are presented É price, product perceived quality, brand and income É in order to understand Chinese luxury car consumers buying behaviour. The results show some interesting patterns. Consumers consider price is an important factor when purchasing luxury cars. The reliance on price as an indicator of quality is critical in the case of purchases of luxury cars. When the price is set to be higher, consumers expectation of the product will be higher. The relatively weak relationship between brand and product was found when consumers consider purchasing luxury cars. Chinese consumers believe that luxury cars do have better product quality in terms of safety, design, reliability and performance. Finally, consumer purchase behaviours are strongly related to consumers income. However, the limitation of the research does not guarantee that the results of finding for this study can be absolutely representative. Limited time, resources and population could affect the results of findings. Despite these weaknesses, there are some important implications for marketers and car manufactures. To stay ahead of the competition, aside from pricing, product improvement is continuously needed. The long-term growth of the luxury car company will depend on the quality and convenience of service that offered to Chinese customers, as it did in other countries. The distinctions of the brand name or logo of luxury cars, the information implied in the brand, the perceived quality, and the added value the brand offered to the consumers are all important for luxury cars to be successful and demanding in the market. Furthermore, marketers of luxury cars should draw interest from Chinas upper income class precisely because they are premium brands and carry premium price tags.
(2005, 12000 words)
This dissertations aims to investigate how does branding affect consumer purchasing decisions, how much consumers are prepared to pay for branded products, how important they consider price, brand or other factors during their purchasing decisions. Dissertation provides comprehensive literature review on branding, brand loyalty, brand awareness, brand equity and brand perceptions, price sensitivity and willingness to pay. Primary research in the form of questionnaire survey have revealed consumer perceptions of branded good and services, whether consumers are prepared to pay more for branded goods and other important findings. Findings of the study have been statistically analysed using SPSS software. The result finally presented a strongly positive relationship that could lead firms pay more attention to branding strategy according to the consumer buying behaviour relationship with branding.
(2004, 10500 words)
This dissertation aims to investigate to what extend male advertising images are affecting the consumption of cosmetic surgery among contemporary males. Dissertation explores variety of different theories including Social Comparison Theory of Festinger (1954). Literature review discusses theories of self-perception, self-evaluation and self-improvement. Methodology of the dissertation uses three different primary research tools to collect primary data and analysis of findings reveals the importance of advertising images as the determinant to go through cosmetic surgery among males.
(2003, 10000 words)
This dissertation aims to investigate the relationship that loyalty card schemes build between supermarkets and consumers. Literature review provides detailed investigation into the nature of loyalty cards; why loyalty cards are being used by supermarkets; benefits and drawbacks of loyalty cards and assessed the power of loyalty cards as the medium to build strong, healthy and long-lasting relationship between the supermarket and customers. Primary research in the form of questionnaires is being used to assess the value and effects of loyalty cards for both supermarkets and consumers.
(2004, 10000 words)
This dissertation aims to analyse strategic positions of Marconi Corporation before and after industry decline and to suggest company appropriate strategies of re-positioning to achieve success. Dissertation consists of extensive theoretical literature review, full strategic analysis of Marconi Corporation and outlines set of recommendations for the company to improve its position and achieve success in the future.
(2004, 8000 words)
The aim of this dissertation is to determine whether branding and brands are important for businesses to gain the competitive advantage on the market. To narrow down the topic dissertation focused on one industry (football). Dissertation provides extensive but focused literature review on branding and presents primary research (in the form of survey). For more information on this dissertation please contact us.
(2003, 10000 words)
This dissertations reviews current literature on brand stretching and brand extension analysing whether Marks and Spencer possesses necessary characteristics and competences to successfully stretch its brand to overcome current difficulties. Research consisted of qualitative questionnaires. Analysis of findings revealed that Marks and Spencer can stretch its brand, however careful consideration is necessary to make appropriate and successful selection of products for brand extension.
(2002, 11500 words)
Customer loyalty programmes are one of the most efficient and successful marketing tools. In today's hospitality industry, loyalty programmes are playing a cost-effective role in stimulating repeat business and gaining competitive advantage. This research work analyses the patterns and promotion strategies of customer loyalty programmes in three global hotel chains. Additionally, company and customers perceptions concerning promotion methods were investigated. Primary and secondary sources of collecting data were used. Through the secondary research, a critical review of the updated literature regarding the loyalty programmes and its promotion strategies was obtained. Moreover, local hotels of three chosen global chains were presented as a sample of the primary research. In order to obtain required information, the interviews with marketing managers were conducted as well as 150 questionnaires were distributed amongst the hotel guests. After collecting and analysing both types of research of this study, it was discovered that loyalty programmes are an inevitable component in building strong relationships with customers in the hotel environment. They are successfully generating financial benefits, increasing the repeat sales, revenue and profit with lower cost of operating. Promotion of loyalty programmes has become greater than before as more and more loyalty programmes are appearing at the international arena. The main promotion tools are advertising in magazines/journals, hotel brochures and leaflets as well as on Internet web sites. Also hotel public relations within the target market are used extremely. These include such as presentations, conferences, training programmes, etc. Likewise, members of the loyalty programmes are considered as a word of mouth communication promotion method. In the last part of this research work, methods for developing and improving promotion strategies were recommended.
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