...Research Proposal Brand and Consumer Behaviour of Innocent Module title: Research Methods Module number: M25BSS Module Leader: Dr Steve Jew By: Mahdieh Mehrabi Moezabadi (SID: 3576238) MBA MARKETING 1. Title 2. Background 3. Preliminary Review of Literature 4. Research Questions and Objectives 4.1. Questions 4.2. Objectives 5. Research Plan 5.1. Research Perspectives 5.2. Research Design 5.3. Data collection 5.3.1. Methods 5.3.1.1. Secondary Data 5.3.1.2. Primary data 5.3.2. Use of primary and secondary data 5.3.3. Access and sampling strategy 5.3.4. Data analysis and presentation 5.4. Limitations of research 5.4.1. Validity 5.4.2 Reliability 5.4.3. Generalisability 6. Ethical considerations 7. Planning 8. References 1 1 2 5 5 5 5 5 6 6 6 7 7 7 7 8 8 8 9 9 9 9 11 1. Title Brand and Consumer Behaviour of Innocent 2. Background At the time of the integration of world economy, competition has become stronger and for the success of company activity in national, regional, and world markets, one of the most important factors is to effectively manage quality and its means of identification such as trade and quality marks, brands, etc. There has been a growth in the products with different brands and trademarks as well as in consumption of goods. In the modern days, brands symbolize different sets of meanings, generating specific associations or emotions for every consumer. The brand is the competitive advantage for a company and a source of added value which leads to...
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...managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. The research focused on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This was based on the assumption that all these dimensions of customer based-brand equity will have influence on consumer’s perceptions of brand. However, the thesis aimed to find out which among three dimensions (brand image, brand loyalty and perceived quality) appear to have the least brand equity in both restaurants and to find out if customer perception is met with respect to each attribute of brand awareness, brand image, perceived quality and brand loyalty. Brand awareness was treated separately from other dimensions because of the difference in scale. A structured questionnaire was constructed to provide answers to our research question. In this study, a number of questionnaires were distributed, but only sixteen useable questionnaires were realized. The study surveyed four dimensions of consumer’s based-brand equity namely brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty appears to have the least brand equity rating by consumers than the other dimensions. Although, the four dimension appear to have influence on consumer perceptions of brand. 1.2 Background Due to the rapid changes in the global market...
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...INTRODUCTION 4 LITERATURE REVIEW 4 L'ORÉAL MARKETING PLAN AND CONSUMER BEHAVIOUR 6 Cultural factors: 6 Social factors 7 Psychological factors 8 CONCLUSION 10 APPDENDICES 10 REFERENCES 11 REPORT ON THE EFFECTS OF CONSUMER BEHAVIOUR ON L'ORÉAL MARKETING PLANS ABSTRACT: Consumer behaviour strongly affect the consumer buying process, hence marketers always want to know what is actually happening inside customer's mind in order to provide additional values of products to users to satisfy their needs and wants. However, it is mainly influenced by three key factors - cultural factors, social factors and psychological factors - that are vital conditions for every marketing strategy to be considered before launching in the market. In cosmetic industry, although L'Oréal is the leader of the market, it is necessarily for the company to concern these factors in its marketing plan, so as to gain the market shares and remain its position above rivals such as P&G and Unilever. The report will try to find out the role of consumer behaviour in marketing strategy planning and discover the process of how L'Oreal adapt the three factors to their marketing plans order to achieve success. INTRODUCTION The term consumer behaviour is defined as "the study of how individuals, groups and organisations select, buy, use and dispose of goods, ideas or experiences to satisfy their needs and wants”(Kotler & Keller, 2009:150). In other words, the study focuses on how individuals...
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...ELM …………………………………………………………………………… 10 FCB Matrix …………………………………………………………………. 11 RECOMMENDATIONS ………………………………………………….. 12 CONCLUSIONS …………………………………………………………………… 13 Appendices …………………………………………………………………… 13 …………………………………………………………… 14 List of References 2 ABSTRACT This report investigates the role of Marketing Communication (MC) in building and maintaining brands. The concepts and the tools of Integrated Marketing Communications are analysed first, then the focus passes onto the brand building process, where the key role of MC is underlined. Two theoretical models supporting the work of marketers are examined: the Elaboration Likelihood Model (ELM) and the FCB matrix. Three main recommendations have been proposed. An integrated and synergetic use of all the MC tools can make the company more effective on the market by minimizing the inconstancies between the identity the company aims to give to the brand and the image that consumers independently build of the brand (Llambin, 2008). To increase brand awareness, to build a positive relationship with the consumers and to influence their behaviour in favour of the brand, MC can be supported by numerous models of Communication process and Consumer’s behaviour; marketers should not refer only to one framework, because diversifying the sources of theory allows them to reduce the limits and...
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...Effect of Brand Image on Consumer Purchasing Behaviour on Clothing: Comparison between China and the UK’s Consumers By Kwok Keung Tam 2007 A Dissertation presented in part consideration for the degree of “MSc International Business” Table of Content Page numbers Abstract i Acknowledgements ii Chapter 1: Introduction 1.1 The importance of brand image on fashion clothing 1.2 Background information of China and the UK clothing markets 1.2.1 China clothing market 1.2.1.1 Chinese spending habits 1.2.1.2 Impediments to China’s clothing brand development 1.2.2 UK clothing market 1.2.2.1 British spending habits 1.2.2.2 Characteristics of the UK clothing market 1.3 Theoretical framework 1.4 Objectives of the dissertation 1.5 Outline of the dissertation 1 1 2 2 3 4 5 5 6 7 7 8 Chapter 2: Literature review 2.1 Introduction 2.2 The important roles of brand 2.2.1 The characteristics of successful brands 2.3 Brand equity 2.3.1 Brand awareness 2.3.2 Perceived quality 2.3.3 Brand loyalty 2.3.4 Brand association 2.4 Consumer buying behaviour 10 10 10 11 12 13 15 16 17 19 2.4.1 Models of consumer behaviour 2.5 Summary 20 23 Chapter 3: Methodology 3.1 Introduction 3.2 Theoretical backgrounds 3.2.1 Review of different research traditions 3.2.2 Quantitative versus qualitative analysis 3.2.3 Reliability and validity of data 3.3 Justification of research method 3.4 Sampling 3.5 Interview schedule 3.5.1 Stage one 3.5.2 Stage two 3.5.3 Stage three 3.6 Administration...
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...Market Segmentation - A framework for determining the right target customers BA-thesis May 2010 By Nynne Larsen Supervisor: Mariette Ulbæk Aarhus School of Business Table of contents 1. 2. Summary ........................................................................................................................................ 1 Introduction ................................................................................................................................... 3 2.1 Delimitation ............................................................................................................................................. 4 2.2 Method .................................................................................................................................................... 4 3. Defining a target audience .............................................................................................................. 5 3.1 Market segmentation .............................................................................................................................. 6 3.2 Demographic segmentation .................................................................................................................... 7 3.2.1 Age and life-cycle segmentation....................................................................................................... 7 3.2.2 Gender segmentation ..........................................................................
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...Table of contents 1. 2. Summary ........................................................................................................................................ 1 Introduction ................................................................................................................................... 3 2.1 Delimitation ............................................................................................................................................. 4 2.2 Method .................................................................................................................................................... 4 3. Defining a target audience .............................................................................................................. 5 3.1 Market segmentation .............................................................................................................................. 6 3.2 Demographic segmentation .................................................................................................................... 7 3.2.1 Age and life-cycle segmentation....................................................................................................... 7 3.2.2 Gender segmentation ....................................................................................................................... 8 3.2.3 Income segmentation ....................................................................................................
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...Contribute to Build Brand Equity THE CASE OF NAVIGATOR Student: Daniela Yasenova Baeva Supervisor: Professor Doctor Arnaldo Fernandes Matos Coelho May, 2011 Master Thesis in Marketing STRONG BRANDS – How Brand Strategy and Brand Communication Contribute to Build Brand Equity: THE CASE OF NAVIGATOR 1 ABSTRACT In a world of global competition that we are living nowadays, brands are each time more used by companies as a strategy to create value and differentiation and this way to be one step ahead of their rivals. A "brand" is the result of the recognition and the personal attachment that forms in the hearts and minds of the customers through their accumulated experience with that “brand”. These experiences contribute to increased consumer trust and loyalty and allow building strong relationships with the “brand”. By this way, “brands” promote the increase of shareholder value and establish a long-term advantage in the marketplace for organisations. Companies recognise that strong brands are and have been historically associated with accelerated revenue growth and improved returns to shareholders. That is why, each time more organisations focus their strategies on building powerful brands as they represent competitive advantage and they are a key success factor in creating value to the customer and at the same time value to the company. In this regard, this study intends to show how effective brand strategy and brand communication contribute to build brand equity and consequently...
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...HND Business Management Simeon Alvas D0913058 David Game College HND Business Management Simeon Alvas D0913058 Abstract Consumer behaviour models are designed to explain how individuals make decisions to spend their available resources. It includes what they buy, how they buy it, why and when they buy it and how often they used it. One of the ways to influence this behaviour in a fast fashion retail setting is to use visual merchandising strategies which trigger a number of stimuli influencing the consumers’ perception. The purpose of this research is to establish to what extent this visual merchandising strategies influencing consumers with a different cultural background in a highly competitive multicultural retail environment with an emphasis on the flagship store of Armani Exchange Regent Street, London. The author argues that the available models of consumer behaviour does not provide sufficient flexibility due to their linear nature. Therefore, they are unsuitable to address the needs of a contemporary retailer operating in a multicultural environment. The researcher build his hypothesis by examining the available literature in the area of retail marketing. Consequently, the hypothesis is tested by analysing a mixed sources of primary and secondary data. The conclusion of the author is that due to the absence of adequate consumer behaviour model the researched organisation is missing on a considerable amount of sales. Furthermore, the author argues that the contemporary...
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...Business and Management | |Expansion plan for Kat Maconie’s entrance to the Indian market | | | | | | | |Kapil Bam | |15-Aug-14 | | | Contents Significance of the study/ Research rationale 2 Research aims 3 Research objectives 3 Research questions 3 Literature Review 4 Research Design and Methodology 4 Research Philosophy 4 Research Approach 4 Research Strategy 4 Data collection method 4 Accessibility issues 4 Ethical issues 5 Data analysis plan 5 Research limitations 5 References 6 Holts G.B. (2004). How Brands Become Icons: The Principles of Cultural Branding. Harvard Business School 6 Introduction The systematic way of collating data which involves designing and following a number of steps for the purpose of analysis or in pursuit of seeking solution to a problem is known as research. Research is conducted in order to obtain knowledge and information about...
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...Strategic Marketing Plan Strategic Marketing Plan Shape us all Push us to invent Marketing IV Mr Cunningham Shape us all Push us to invent Marketing IV Mr Cunningham Report 2 Matt Fenney, July 2013 1111006 Report 2 Matt Fenney, July 2013 1111006 Executive Summary A potential development on the Marsden Wharf within Auckland’s waterfront district, BLume aims to become Australasia’s first Michelin Star restaurant and cater exclusively to the VALS types of Innovators and Achievers (Appendix 1.5), individuals with a high resource base, income and cultivated taste for the finer things in life. Despite Auckland restaurateurs’ claiming the market is ‘oversaturated’, the issuance of new licenses reflects a drastic increase in the popularity of the Wynyard, Britomart and Federal Street precincts, adjacent to Marsden Wharf. Perceptual mapping indicates an unoccupied space in the market for a high quality, exclusive fine dining restaurant that BLume will position itself within (Appendix 1.1). Catering to a maximum of 30 individuals, 6 nights a week, BLume will be developed at a cost of approximately 4.2 million NZD (based upon the reported cost of a similar restaurant development, Noma), to return annual revenues of 3.8 million and annual profits of 2.4 million NZD when operating at capacity. Auckland, the dominant economic centre of a politically and economically stable nation that attracts comparatively large volumes of tourists of western origin (Tourism New...
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...T.C. MARMARA ÜN VERS TES SOSYAL B L MLER ENST TÜSÜ ŞLETME ANAB L M DALI ÜRET M YÖNET M VE PAZARLAMA ( NG) B L M DALI THE EFFECT OF BRANDING ON CONSUMER PURCHASE INTENTION: A STUDY IN TURKISH APPAREL INDUSTRY Yüksek Lisans Tezi ŞULE DEM R stanbul, 2008 MARMARA ÜN VERS TES SOSYAL B L MLER ENST TÜSÜ ŞLETME ( NG) ANAB L M DALI ÜRET M YÖNET M VE PAZARLAMA ( NG) B L M DALI THE EFFECT OF BRANDING ON CONSUMER PURCHASE INTENTION: A STUDY IN TURKISH APPAREL INDUSTRY Yüksek Lisans Tezi ŞULE DEM R Danışman: YRD. DOÇ.DR. A. MÜGE YALÇIN stanbul, 2008 GENEL B LG LER sim ve Soyadı Anabilim Dalı Programı Tez Danışmanı Tez Türü ve Tarihi : Şule DEM R : şletme : Üretim Yönetimi ve Pazarlama ( ng.) : Yrd. Doç.Dr. A. Müge YALÇIN : Yüksek Lisans - Temmuz 2008 Anahtar Kelimeler : Marka Çağrışımları, Marka Öğeleri, Marka Değeri, Giyim Sektörü, Tekstil Sektörü, Markaya Karşı Tutum, Satın Alma Niyeti ÖZET MARKANIN TÜKET C SATIN ALMA N YET NE ETK S : TÜRKIYE G Y M SEKTÖRÜ ÜZER NDE B R ARAŞTIRMA Bu çalışma, Türkiye hazır giyim sektöründeki marka çağrışımları ve marka öğeleri ile satın alma niyeti arasındaki ilişkileri incelemektedir. Bu amaçla, marka çağrışımları ve marka öğelerinin 1980 – 1990 yılları arasında doğan gençlerin satın alma niyeti ile ilişkileri ortaya konulmuştur. Çalışmanın çerçevesini belirlemeden önce Türkiye hazır giyim sektörünün durumu ve 1980 – 1990 arasında doğan gençlerin eğilimlerini saptayabilmek amacıyla literature araştırması yapılmıştır...
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...Country-of-Origin: An Overvalued Phenomenon? Date: 18 September 2014 Course: Marketing Management Workgroup: 2 Amount of words: 3,487 Authors: Dirk van der Wardt - 10868496 1. Introduction ‘Made in China, something we are proud of’ This sentence is the slogan of MISTERCHI, a company that sells scooters and motors fabricated in China. Their statement is an example of what academics call country-of-origin (COO). Just like MISTERCHI, multiple companies mention COO in their communication (Magnusson, 2011). In doing so, attempting to create positive product associations and increase purchase intentions amongst customers (Bilkey & Nes, 1982). Though COO is widely used, scientists debate its effectiveness (Balabanis & Diamantopoulos, 2008). Before commencing this discussion, it is important to formulate an accurate understanding of this phenomenon. Jaffe & Nebenzahl defined COO as follows: ‘The country which a consumer associates with a certain product or brand as being its source, regardless of where the product is actually produced.’ (2006: 29). According to Herz and Diamantopoulos (2013) the association can relate to both the country of manufacturing or the geographical origin of the product. Dichter (1962) was the first to claim that the mention of COO by companies has ‘a tremendous influence on the acceptance and success of products’ (p.116). This was later proved by Schooler (1965), turning COO into a topic of interest...
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...profitability and sales. Mid-Review Submitted By: 1. Disha Hooda 2. Akshay Sharma - 168 - 145 3. Ankur Jhunjhunwala -77 4. Raunak Khetan - 199 Background and Motivation Various writers have viewed advertising from different perspectives. Advertising is a tool of marketing for communicating ideas and information about goods and services to an identified group, which employs paid space or time in the media or uses another communication vehicle to carry its message. It openly identifies the advertiser and his relationship to the sales effort (Wanoff, 1997). Advertising is a non-personal communication paid for by an identified sponsor who is relayed through various media with the aim of influencing people’s behavior towards the advertiser’s products and services at the lowest possible cost. (APCON, 2002). Frank (2005) defined advertising as the aim to persuade people to buy. Advertising is the dissemination of information concerning an idea, service or product to compel action in accordance with the intent of the advertiser. Advertising is any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor, (Alexander, 1965:9). The economic importance of advertising can’t be over emphasized. Advertising and promotions are an integral part of our social and economic system, evolving into a vital communications system that gives businesses and consumers the ability to deliver carefully prepared messages to target audiences...
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...Marketing Management MGT 310-Module Handbook Marketing Management Module Handbook Course Code MGT310 BBA-5C Dr. Sher Akbar Faculty of Business Administration Department of Management Sciences Department of Management Sciences, CIIT Islamabad 1 of 8 Marketing Management MGT 310-Module Handbook Contents Introduction ................................................................................................................................ 3 Contacting the Module Instructor ............................................................................................... 3 Aims for this Course .................................................................................................................. 3 Prerequisites.............................................................................................................................. 3 Learning Outcomes ................................................................................................................... 3 Assessment Scheme ................................................................................................................. 4 Recommended Text & Reading Materials ................................................................................. 4 Course Requirements and Expectations ................................................................................... 4 Assessed Coursework ..............................................................................
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