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(2008, 10 000 words)
This dissertation aims to investigate how does branding affect consumer purchasing decisions, to establish if any relationship exists between branding and consumer purchasing decision; to establish the changes in the relationship between branding and consumer purchasing decision; to identify the major aspects of branding that influences the consumers purchasing decision; and to examine the consumers' tendency to recommend brands and its effect on purchasing decisions of their friends and family. This research employed a questionnaire as the main research method to obtain primary data. The questionnaire was customised for measuring customer attitude, perception and behaviour for choosing branded products. The secondary data used in this research is obtained from various sources such as journal articles, textbooks, websites and newspapers. The data analysis focuses on several aspects of consumer behaviour, perception, attitude and brand influence which are based on theory and practice. Also, the factors that influence customers to purchase or prefer one brand over another are examined. The strategies to increase brand awareness and recognition for other brands are also evaluated along with the analysis of possible marketing tools. Proposal matching this dissertation is also available on our website under the name: C/B/805. Proposal. How Does Branding Affect Consumers' Purchasing Decisions?
(2007, 10 000 words + 1500 words)
These dissertation and proposal seek to: (1) determine how loyalty cards build relationships between supermarkets and consumers, and (2) understand the key features that consumers look for in loyalty cards. The paper starts off with the research aims and objectives, and research rationale. The paper continues with the literature review, and then the methodology in conducting the research, including the sampling strategy. Research concentrates on Tesco Clubcard and Sainsbury's Nectar Card. The results of the primary and secondary research are then presented. The research limitations, timetable, resources and ethical considerations are the discussed before the paper ends with the conclusions and recommendations.
(2007, 900 words)
The paper offers a project proposal for a strategic marketing analysis of Carphone Warehouse presenting the background and rationale of the project, formulating its aims and objectives, discussing literature to be reviewed, describing the research methods and outlining the project timetable and resources.
(2007, 15 300 words)
The dissertation seeks to (1) identify a methodology in measuring service quality in a banking organisation; (2) apply the methodology to a specific bank, the Bank of Commerce and Development in Libya (BCDL), and understand the implications for the bank. The literature review touches on the concept of service quality and its impact on organisations. The methodology of the research is based on the quantitative (survey) and qualitative (interviews) approaches. An overview of the research findings is provided; the key results of the analysis are discussed. Conclusions are made about the perception of the service provided by the BCDL; recommendations to the bank management are suggested.
(2007, 13 400 words)
The dissertation investigates the trends in the global airline industry examining the strategies of the Low Cost Carriers (LCC) and the challenge they pose to the Full Service Carriers (FSC). Literature is reviewed on the history and background of the aviation industry, the success factors of the LCC, the applicability of the low cost business model to the FSC, the consequences of deregulation and liberalisation in the air transport market, etc. Research methodology is described arguing the use of the phenomenological paradigm and the interpretive approach based on case study. Conclusions are made about the need for FSC to adapt to the changes in the airline industry.
(2007, 5500 words)
The dissertation aims to examine the impact of brands on customers' buying decision and the factors affecting buying decision making. The paper does not include either an Introduction or a Literature Review. The methods of research are described as a combination of qualitative and quantitative approaches including focus group discussion and questionnaires. The focus group study is conducted among a homogenous group of people living and working in East London areas. The data obtained form the questionnaires are analyzed by using SPSS software. Research results are discussed revealing the variables that contribute to the buying decision process. Conclusions are made about the key factors behind buying decision making, i.e., product quality, price, and brand knowledge. The solutions and marketing strategies are discussed; further areas of research are outlined.
(2007, 3100 words)
The proposal offers a framework for conducting research into the impact of culture on marketing. Definitions of culture are given highlighting various dimensions of this complex notion. The cases of cultural impact on consumer behaviour are reviewed. The methods of research are identified presenting argumentation for the use of the qualitative philosophical paradigm and secondary analysis of qualitative data.
(2007, 11 000 words)
The dissertation investigates the effects of celebrity endorsement (CE) on consumers' buying behaviour. The review of literature touches on the theory of advertising, the theory of brand, the brand-consumer-celebrity relationship, etc. Research methods include secondary research and primary research conducted on the basis of the data obtained via questionnaires. Conclusions are made about CE effectiveness in making purchase decisions.
(2007, 7000 words)
The dissertation investigates the ways of building reputation for a company Cruse Bereavement Care engaged in bereavement support and counselling services. The review of literature touches on the theory of marketing, the concept of sensitive audience, charitable and non-profit organisations, reputation management, relationship marketing, etc. The methods of research include primary data collection through a face-to-face and telephone interviews. Conclusions are made about the advantages and disadvantages of marketing communications tools used by charitable and non-profit organisations.
(2007, 21 000 words)
The dissertation investigates the role of brands in business. The review of literature touches on the theory of marketing, the history of brand evolution, consumer behaviour towards brands, types of branding strategies, etc. A study of branding policies is conducted using the examples of two Indian companies, an automobile company Maruti Udyog Limited (MUL) and a FMCG (fast moving consumer goods) company Dabur. Competitive strategies of both companies are analysed and evaluated. Conclusions are made about the importance of a corporate brand image for the company's success.
(2007, 11 600 words)
This dissertation involves the use of qualitative case study method to investigate strategic marketing audit for the Marks & Spencer's apparel market for women. It highlights strategic marketing audit techniques of leading marketing writers. It also reviews strategic objectives, marketing objectives, target market and retail marketing mixes. The research is underpinned by the theoretical framework of SWOT analysis, PESTEL analysis, Porter's five model and the Value Chain model. Data for the investigation was collected through interviews and they were analysed to proof or contradict the main research questions. Secondary sources of data were obtained from the company's annual reports and electronic publications of current articles relating to the study.
(2006, 11 300 words)
The dissertation investigates the features of the British and the Chinese sportswear markets comparing them along the lines of customers' brand loyalty. The review of literature touches on the theory of brand, consumer behaviour, cultural values, etc. Research methods include the analysis of secondary data and primary data collected through questionnaires among sportswear consumers. Conclusions are made about the cultural peculiarities of sportswear brand loyalty and their implications for marketers.
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