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(2008, 10 600 words)
The dissertation examines the concepts of target marketing (TM) and market segmentation (MS) reviewing related academic literature on the evaluative criteria of MS, the bases for segmenting consumer markets, different types of MS, i.e. geo-demographic segmentation, benefit segmentation, behavioural segmentation, lifestyle segmentation, etc. Examples of MS strategies are provided discussing the MS of Tesco, ICI Fertilizers, Kellogg’s, etc. The issues of consumer behaviour are addressed within the framework of the marketing mix (4Ps) model; the features of marketing for organisational buyers are outlined; the differences between domestic and international marketing are explained.
(2008, 6200 word)
The paper proposes research into the factors behind the food choices of UK consumers with regard to fruit and vegetables. The aims and objectives of the study are formulated outlining the theoretical framework of the research and providing a review of related literature. The methods of research and data collection are described; analysis of public views on fruit and vegetable consumption is conducted.
(2008, 2100 words)
The paper offers a research proposal into the brand personalities of Mercedes and BMW in the UK market. A review of literature on the theory of brand is presented touching on the features of luxury brand and luxury consumption. Research design and methods are described; conclusions are made about the social, cultural and marketing value of the research into the appeal of luxury car brands.
(2008, 2000 words)
The paper proposes a study of consumer buying behaviour towards genetically modified food (GMF). Research aims and objectives are formulated; a review of literature is provided considering health awareness policies in food industry, buying decisions, etc. Research methodology and data collection techniques are described; the limitations of the study are outlined.
(2008, 3400 words)
The dissertation proposal suggests examining whether Fair Trade branding offers stakeholders (firms, countries, and producers) significant advantages. The research topic is described; the research aims and questions are set out and justified; a brief literature review of the importance of branding and the Fair Trade process is provided. Research methods are proposed including a case study of Starbucks in Ethiopia that has received attention for both positive and negative use of Fair Trade branding.
(2008, 2100 words)
The paper presents a research proposal into the potential of bio-degradable clothes in fashion market outlining research objectives, research methodology, types of data used when carried out the study, sampling frame, and research results and data analysis. The samples of focus group and questions are provided. The study indicates that there is potential for bio-degradable clothes, but clothing companies also need to pay attention on pricing, design, quality, and product knowledge beside eco-friendly theme.
(2008, 3500 words)
The paper proposes research into brand associations and personality of Marks and Spencer (M&S) three major clothing brands, i.e. Autograph, Limited Collection and Blue Harbour. Literature is reviewed on strategic brand management, brand equity, identity and positioning, brand image, etc. The research design is proposed describing a mix of qualitative and quantitative methods to study associations and personality characteristics of M&S brands, and the use of interviews and questionnaire to measure the strength of these associations. Data analysis plan and the project time scale are outlined.
(2008, 780 words)
The paper offers a research proposal into the pre-purchase attitudes of car consumers in Russia, focusing on car dealerships. The aim and purpose of the research are formulated; the research methodology is described as an interpretive, inductive approach based on interviews with customers to uncover the factors influencing pre-purchase attitudes.
(2008, 9000 words)
The dissertation investigates the motives behind the online buying behaviour. Literature is reviewed on the theories of motivation identifying the key drivers of buying behaviour and the barriers to buying online. The methods of the research are described including qualitative and quantitative approaches to secondary and primary data obtained through interviews and questionnaires. Primary research findings are analysed; conclusions are made about the motivations, drivers and barriers for consumers shopping online. Recommendations are suggested about further research into consumer trust online. Proposal matching this dissertation is also available on our website under the name: S/EI/48. Proposal. What motivates consumers to buy products and services online?
(2006, 550 words)
The paper offers a research proposal into the factors influencing UK consumers to buy products and services online. Research aims and objectives are identified; a literature review is suggested; the methods of the research are described. Dissertation, matching this proposal is also available on our website under the name: S/EI/48. Proposal. What motivates consumers to buy products and services online?
(2008, 1100 words, 550 words, 9000 words & 19 slides)
The dissertation investigates the motives behind the online buying behaviour. Literature is reviewed on the theories of motivation identifying the key drivers of buying behaviour and the barriers to buying online. The methods of the research are described including qualitative and quantitative approaches to secondary and primary data obtained through interviews and questionnaires. Primary research findings are analysed; conclusions are made about the motivations, drivers and barriers for consumers shopping online. Recommendations are suggested about further research into consumer trust online. Interim report, proposal and presentation are also provided with this dissertation.
(2008, 7100 words)
The paper seeks to understand the dynamics of brand identity as point of consumption across industries. Literature is reviewed on the theory of branding and the role of brand in visual graphic communication highlighting the relevance of brand identity and discussing brand building strategies. A brand building framework is developed for firms seeking to improve consumer perception of their brands. The methods of research include the analysis of secondary data and primary data collected through interviews. Conclusions are made about the potential of brand identity as a strong strategic management option and the techniques of establishing a link between market position and organizational values. Recommendations for further research in the area are suggested.
(2008, 12 000 words)
The dissertation examines the relationship between customer loyalty to Tesco and customer's choice of the company's own brands compared to non-own brands. Literature is reviewed on the theory of customer loyalty, branding, consumer behaviour, etc. Primary research is conducted in the form of a questionnaire from Tesco consumers using descriptive and inferential statistics in the analysis of the obtained data. Conclusions are made about customers' loyalty to the organisation's brand and their likelihood to purchase the company's own brand compared with competing, branded products.
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