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
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to accomplish the objectives of the study, a sample of 246 consumers were taken by using simple random sampling technique. Both primary and secondary data were explored. Moreover, six important factors i.e. price, social group, product features, brand name, durability and after sales services were selected and analyzed through the use of correlation and multiple regressions analysis. From the analysis, it was clear that consumer’s value price followed by mobile phone features as the most important
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membership clubs and discount tire retail chains, the Goodyear brand has recorded a 3.2% decline in their market share for passenger car replacement tires in the U.S., as well as, a significant drop in their repurchased tire sales. The Answer Goodyear needs to rethink and restructure their distribution policy by creating a joint venture with the mass merchandiser, Sears. Goodyear should only consider including their Eagle brand in the new distribution arrangement with Sears; this also means that Goodyear
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self-managed teams that use the Virgin brand name). Branson is finding success by sacrificing short-term profits for long term growth. The corporate rationale is based on his own personal philosophy. 2. CORPORATE STRATEGY 2.1 Nature of diversification The Virgins rationale contains to diversify in as many markets as possible to expand the equity base of the group and to extend the brand so widely with a broad appeal of values and business principles. This because the brand is their greatest single asset
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2. Why did Coke change its formula for the New Coke in the eighties? Why did it fail? a. Cola wars begin, Pepsi become stronger. In1950, Pepsi targeted family consumption. In 1963, Pepsi launched “Pepsi Generation” marketing campaign, targeted the young and “young at heart”, this action helped Pepsi narrow Coke’s lead to a 2-to-1 margin. In 1960s, Coke focused on overseas markets, Pepsi battled Coke aggressively in U.S. doubled its U.S. share between 1950 to 1970. b. The Pepsi challenge. In 1974
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I. Introduction A company in a slowing market with high competition often needs to make drastic changes to continue to create value for its shareholders. Kraft Foods Inc. (KFT) was a processed food company that produced big name brands, such as Oreo, Maxwell House, Honey Maid, among others. In 2012, the company was the second largest processed food company in the world based on revenues, after its main competitor Nestlé. However, slow growth in many critical industry segments meant that the company
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services it provides. Branding In recent years there has been an eruption of new brands entering the market every day. It seems obvious that branding is a critical part of marketing. Companies must compete to secure a fragment of their consumers mind before another competitor does. Brands convey information to their customers, in particular, quality, company production, and owner ship. For example, when Acer places its name on a laptop, monitor, or tablet it is expressing its ownership of the product
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The U.S. Power Tools Market. B & D’s research on tradesmen’s perceptions of supplier’s quality has shown that they are ranked in the 3rd tier out of 4 tiers in the marketplace, which is due to the fact that B&D are viewed more as a consumer brand, and perception of tradesmen’s that B&D’s products are of inferior quality, less durable/rugged for the required work conditions. These coupled with the lack of color differentiation makes B & D’s products not product tradesmen are proud to
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Using new product development to grow a brand Introduction 1 2 Kellogg’s and the marketing mix With annual sales of more than £4.5 billion, Kellogg’s is the world’s leading producer of cereal products and convenience foods, such as cookies, crackers and frozen waffles. Its brands include Corn Flakes, Nutri-Grain and Rice Krispies. Managers can decide when to make key changes to a core product by analysing its position within the product life-cycle. Life-cycle analysis accepts that products
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http://ivythesis.typepad.com/term_paper_topics/2009/09/what-makes-uniqlo-as-a-popular-casual-wear-brand-in-hong-kong.html What Makes UNIQLO a Popular Casual Wear in Hong Kong? EXECUTIVE SUMMARY This report is about UNIQLO, a leading casual apparel retailer in the world. UNIQLO’s success was remarkable. UNIQLO is a combination of the words unique and clothing. Perhaps the reason why UNIQLO is popular in Japan, China, the United Kingdom, Korea, Hong Kong and now in the United
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