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(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.
(2005, 10000 words)
This dissertation examines the effect that advertising has on obesity in children using both quantitative and qualitative measures. This issue has received considerable attention in recent years as the fast food giants have come under increasing pressure to change their menus to include more healthy and nutritious options. Whilst the likes of McDonalds have received the brunt of the criticism, the literature examining child obesity and the effect that advertising has on children has been relatively weak in arguing that food advertising plays a significant role in child obesity. Rather, other genetic and environment factors, including parental influence, exercise, education and socio-economic background have been shown to have the greatest influence on child obesity. Drawing on primary research of some 200 McDonalds customers, this dissertation aims to examine the potential effect that advertising is having on child obesity. It would be particularly useful for students wanting a comprehensive literature review on child obesity and the effect of advertising on children and food choice, as well as those wanting to know how to perform, analyse and discuss primary research.
(2005, 19500 words)
The aim of the dissertation is to investigate consumer complaint behaviour (CCB) studying it in Hong Kong Chinese and British consumers. A literature review provides information on CCB as a post-purchase evaluation process, the nature of consumerism, service quality, customer satisfaction, culture differences, comparison of Hong Kong Chinese and British cultures. Research methods are based on the deductive approach of building hypotheses and testing them by primary data collection (questionnaires) and survey. Conclusions are made on the basis of the statistical findings about the influence of personal characteristics and attitudes towards consumerism on CCB.
(2005, 9000 words + 1500 words)
The dissertation aims to evaluate the impact of culture on the international marketing presenting a review of literature on business philosophy, theories of cultural indices, aesthetic values, linguistic influence, consumerism, marketing models, issues of globalisation vs. localisation, etc. Research methods include the analysis of secondary data obtained from printed and online sources including case studies. Conclusions are made about the complications of cross cultural marketing and possible solutions to its problems. The proposal for the dissertation identifies the concept of international marketing, defines the topic, areas, purpose and significance of the study, and outlines research methods.
(2005, 15000 words)
The present paper investigates the role service training plays in improving perceived service quality. The literature review highlights the importance of customers for service organisations, shows the link between customer satisfaction and business success of a service provider. The discussion shows that service training is the way to motivate employees to deliver high quality service, to teach them how to handle critical situations and to develop their interactive skills. The use of various industry examples the discussion shows the way hospitality industry players use training schemes to maintain service quality. The research is based on qualitative study with the use of observation, customer questionnaire and semi-structured interviews as data collection tools. The findings are analyzed with the use of descriptive statistics.
(2005, 12500 words)
The dissertation investigates the impact of competition in the UK electricity industry reporting on the consumer behaviour in the electricity market and investigating the causes and implications of switching electricity suppliers. The study provides a review of literature on the competition in the UK electricity market and the models of consumer behaviour. Hypotheses about consumers switching are formulated and empirically tested using qualitative and quantitative methods of primary research (questionnaires sent to consumers and a face-to-face interview) and secondary research. Conclusions are made about the validity of the hypotheses.
(2005, 11000 words)
The dissertation aims to investigate personal responses to shock advertising and its effects on businesses. Direct research methods of triangulation (questionnaires and interviews in focus groups) involve quantitative and qualitative approaches and are used in combination with secondary data analysis, namely, a review of literature on the theory, models and ethics of advertising; psychological and marketing aspects of fear appeal; marketing images of companies using shock advertising, etc. Conclusions are made about the viewers attitudes to shock advertising.
(2005, 20000 words)
This dissertation examines a number of major areas in marketing: relationship marketing, customer loyalty and loyalty cards schemes. More specifically, it asks whether value retailers, such as Superdrug in the health and beauty sector and ASDA in the food retail sector should adopt loyalty cards schemes, currently in use by the leading firms in both sectors, Boots and Tesco respectively. Loyalty card schemes aim to build closer, stronger relationships between a firm and its customers, making it less reliant on price sensitive customers. However, the schemes have come under considerable criticism, whilst relationship marketing and the notion of customer loyalty has numerous opponents of their own. This dissertation has two main uses: First, it represents a good example of how to construct a dissertation using a survey. Second, it contains an extremely comprehensive literature review, which not only details and critically discusses relationship marketing, customer loyalty and loyalty card schemes, but also the decreasing relevance of traditional marketing and the need to balance both customer acquisition and retention strategies to be successful in increasingly competitive marketplaces.
(2005, 10000 words)
This dissertation examines the success of Motorolas brand positioning strategy in China, focusing on the mobile handset industry. Following an introduction and setting out of the research aims and objectives, the literature review consists of four main parts. First, the changing nature of the mobile handset industry post-Mao is highlighted, a period when China started to remove its isolationist roots and opened up its economy to foreigners. Next, the branding revolution in China is outlined, which coincided with the development of the economy and brought branding to the fore in China. Third, the main theory on brand management, brand building and brand positioning, in particular, are discussed. However, since these theories were developed in the West, the implications of Chinas political, economic and cultural environment on consumer behaviour and branding is also explained. Next, a research methodology is set out, followed by the appropriate analysis and discussion of an exploratory study that was conducted to help address the research aim and objectives. Finally, some conclusions and recommendations are made. Last pages of the file contain 2000 words project proposal for this dissertation.
(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.
(2005, 6000 words)
The paper studies childrens buying behaviour providing a review of literature related to family influence on childrens shopping decisions and, alternatively, childrens influence on the family; the role of friends, media advertising, the Internet, etc. Primary research (questionnaire) is conducted within a focus group to identify key influences in childrens purchase of clothes.
(2004, 15000 words)
The aim of the present study is to explore consumers motivations for WOM. Since developing such an understanding is the strength of the inductive approach, the qualitative research method was chosen. Semi-structured interview was employed in this study to collect primary data. A list of questions and an interview procedure was developed after the pilot study. 25 participants were selected by using convince sampling. The data that was collected by the interviews was analysed by a combination of deductive and grounded theory approach. The findings of this study confirmed and further explored the existing categories of consumers motivations in PWOM, which includes altruism, self-enhancement, product involvement, supporting the company and material interest. Two new categories were identified: topic involvement and personal attitudes toward other person(s). Five existing categories of the motivations for NWOM were confirmed: anxiety reduction, altruism, advice seeking, vengeance, material interest. Also, four new categories were emerged form the data analysis: against the company, topic involvement, personal attitudes toward other person(s), and against the nation(s). Further research was recommended on exploring the new categories of motivations for both of PWOM and NWOM. Also, the relationship between consumption experience and motivations for WOM should be further examined. .
(2005, 14500 words)
This dissertation examines how trust is a key factor in affecting the ability of firms to build customer relationships online. It comprises an extensive literature review on the following areas: traditional and relationship marketing, customer loyalty, trust and measures of trust, and challenges that retailers face online. The study uses questionnaires aimed at Tesco customers to measure the importance that customers place on various factors of trust at different phases in the customer loyalty building process. These factors include data encryption, guarantees, Internet security and legal protections, and regulations, as well as other measures of trust, such as integrity, competence and benevolence. The questionnaire data is analysed and discussed in the context of the literature review before conclusions and recommendations are made.
(2005, 17000 words)
The dissertation aims to identify what influences consumers buying decisions about the choice of an airline. An extensive review of literature touches upon the theories of consumer decision-making process (CDMP), buying behaviour and information search including criteria in airline choices. Research methods combine primary data collection (questionnaires, interviews) with qualitative and quantitative analysis focusing on objectivity (positivist approach). A detailed description of the study based on Guernsey Airport and Flybe airline is presented; recommendations are made about including the research findings into Flybes marketing strategy.
(2005, 12500 words)
This research investigates the factors that contribute to the success of fashion brands. The investigation starts with the analysis of the literature review which considers the following issues: self-concept and brands appeal to self-image of target customers, change of fashion attitudes and is impact on brand positioning, the brand impact (symbolic, functional) on purchase choice, the principles of sustainable development of fashion brand. The methodological part justifies the use of questionnaires and interviews in order to define salient attributes that determine brand selection and distinguish the superiority of one brand positioning over its rivals.
(2004, 15000 words)
The aim of the dissertation is to study the marketing strategies of real estate development companies in Hong Kong. Background information on the Hong Kong real estate development market is presented. Theoretical problems related to marketing strategies are analysed on the basis of the literature review covering Kotlers PIMS model; competitive strategies for companies with different market roles (i.e. leaders, challengers, followers and nichers); orientation strategy, relationship strategy, pricing strategy, etc. Secondary research methods based on the study and interpretation of printed and online sources are used in combination with primary research methods (interviews). Conclusions are made about the theories that best contribute to marketing strategies.
(2005, 10000 words)
This dissertation investigates the effectiveness of Gucci, John Richmond and Missonis marketing communication strategies. As major international luxury brands with very different types of customer, company size and marketing budget, this highlights the varying strategies that luxury brands employ to attempt to attract customers. The dissertation uses both qualitative and quantitative research methods, which involve interviews with representatives of the three luxury brands, a focus group with luxury brand users and questionnaires given out to customers of luxury brands. It provides a detailed literature review of the marketing communication and luxury brands literature. It would be useful to anyone interested in using mixed research methods or wanting to know about marketing communications, luxury brands or any of the three case companies (Gucci, John Richmond and Missoni).
(2005, 9000 words)
This dissertation critically assesses the concept of shock advertising, in order to identify its current position in the modern society and explain the attitudes of the public towards it. The research includes two stages - the extensive secondary research on shock advertising and related areas, which provides the researcher with substantial background and initial knowledge vitally important for the second stage of the research - primary, which is achieved via a number of semi-structured interviews.
(2004, 17000words)
The dissertation aims to identify the opportunities for launching a new product of Lipton Tea Company (New Lipton Herbal Tea) in the Pakistani market. Market research is performed by using direct methods of data collection (questionnaire surveys and interviews) and statistic analysis in combination with secondary research methods based on the review of literature dealing with the problems of tea consumption, social and cultural features of the Pakistani market, etc. Marketing Mix analysis is performed including Five Ps, SWOT, market segmentation, etc. Conclusions are made about Lipton's prospects in attaining market shares in the Pakistani market.
(2004, 16000 words)
The dissertation aims to explore the motives behind Turkish consumers' preferences in making choices between the products of foreign origin and those of domestic origin. The objective of the author is to identify the implications of ethnocentric tendencies in consumption for marketers in Turkey. The author uses the methods of primary data collection (questionnaires) in combination with data interpretation and secondary research techniques (a review of literature on ethnocentrism and consumer behaviour). The factors determining Turkish buying behaviour are disclosed and analysed. Conclusions are made about socio-cultural aspects underlying the preferences of the consumers in a developing country.
(2004, 20000 words)
The aim of the dissertation is to study buying behaviour of the West Indian ('Black') community in the UK. The objectives are to determine identity categories associated with Indians and their age characteristics. The review of literature covers historical, cultural and ethnical issues of Indian identity integrating it with personality studies. The methodology is based on the quantifiable observations for statistical analysis and philosophical interpretive research method. A focus group and questionnaire are used to analyse the primary data. The findings reveal ethnical, personal and cultural characteristics relevant for identifying West Indians' consumer behaviour. The conclusions are made about the implications of this identity that need to be taken into account by the UK marketers.
(2005, 12500 words)
The 'Frank' campaign is the latest government initiative to dissuade young people from using drugs. This project's aim is to give a critical analysis of this campaign by analysing the communications mix for effectiveness in reaching target markets, determining whether the campaign is actually having the desired impact and identifying possible problems and shortcomings within the campaign. This investigation studies theories and models in social marketing, communication and consumer behaviour to see if these theories, when applied, do have the desired results. As well as research into these areas there is secondary and primary research undertaken to see if the results expected by using these theories and models match what is happening in reality, and if there are other factors that need to be taken into account. Adopting the social marketing mix, instead of the traditional 7 P's marketing mix, has benefits in some areas, but also produces gaps that mean following the mix rigidly could have a detrimental effect on any social marketing campaign. Research has shown that the 'Frank' drugs campaign has taken on board many theories, which have produced a more successful campaign than previously, but this campaign relies too heavily on other organisations, which is leaving gaps, with some segments of the market being neglected. Research has also shown that figures relating to drug use and knowledge in the young, especially in teenagers, can be inaccurate due to the nature of their behaviour and what seems to be bravado amongst groups. Some theories and models become invalid due to a high percentage of random behaviour that is outside the norms for many young people. Finance is also a major issue with the success of this campaign, as what looks good on paper can't be fully utilised due to lack of resources, again leaving gaps that have a detrimental effect on the campaign as a whole.
(2003, 12000 words)
The dissertation examines the development of professional management practices focusing on sponsorship activities. The literature review provides the basis for assessing sponsorship management in various sectors including sports, racing, tobacco industry, etc. Primary methods of research (questionnaires sent out to sponsors and interviews with sponsorship consultants) are combined with secondary data collected from print and online sources. Conclusions are made about the changes that have taken place in sponsorship management since 1990s.
(2005, 14000 words)
The dissertation aims at investigating how customers perceive and position the image of a brand. The objective of the author is to establish a customer profile of Marks and Spencer (M&S) using primary research methods (questionnaires distributed among the customers of M&S followed up by data analysis). Secondary interpretive research method based on the review of literature reveals the tendencies in the store image positioning. The concepts of brand, positioning and customer behaviour in retail sector are discussed. Conclusions are made about the reasons why M&S customer brand loyalty has diminished.
(2004, 20000 words)
The dissertation studies the trends in French luxury industry exploring the reasons for the recent recess in haute couture businesses and seeking to identify more effective business strategies. The objective of the research is to investigate the distinctive features of French fashion houses as compared to other fashion organizations focusing on the building of prestige and brand identity, marketing approaches, etc. The literature review reveals the difficulties of the French fashion industry and the importance of strengthening brand identity within the fashion sector. A qualitative multi-method investigation is bases on the interpretation of literary sources forming the basis for interview questions and semi-structured questionnaires. Conclusions are made about the ways of gaining competitive advantage in fashion sector with respective recommendations to fashion houses.
(2004, 18000 words)
The dissertation addresses the issues of the obesity crisis in the Western World focusing on childhood obesity and the implications of the fast-food and snacking culture promoted through mass media. The review of literature covers the areas of child psychology, the influence of family and peer groups on children's eating habits, children's buying behaviour, etc. A combination of primary (interviews in focus groups) and secondary (theoretical explanation) methods of research illustrates current practices used by companies in food promotion. Recommendations are given about regulations concerning junk food advertising through the media.
(2004, 4000 words)
The paper reports on the UK soft-drink market concentrating on the marketing mix related to flavoured milk drinks, particularly 'Tango Strange Soda'. Key market drivers and trends in soft-drink consumption are outlined. Primary research (interviews) in a focus group of target consumers is performed with the aim of studying the buyers' attitudes and behaviour. Marketing recommendations about the product, its promotion, price and distribution (place) are presented.
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