Essays about: "data collection of marketing mix"

Showing result 6 - 10 of 20 essays containing the words data collection of marketing mix.

1. 6. Reaching Generation Z : A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness

   University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

   Author : Erik Bäcklund; Kagstedt Martin; [2019]
   Keywords : Generational Cohorts; Generation Z; Communication Channels; Integrated Marketing Communications; Consumer Behaviour; Hierarchy of effects model; Brand Awareness; Brand Knowledge; Brand Liking; Purchase Intention.;

   Abstract : Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. READ MORE

3. 7. Technology and Customers’ Experiences in Fashion Physical Stores: The Case of Sweden

   University essay from Högskolan i Gävle/Företagsekonomi

   Author : Meron Kebede Abebaw; Willard Kingstone Matukuta; [2018]
   Keywords : Online shopping; Physical store; In-store technology; Customer experiences; Customer behavior; Sweden;

   Abstract : Title: Technology and Consumers’ Experiences in Fashion Physical Stores: The Case of Sweden Level: Master Thesis in Business Administration Author: Meron Kebede Abebaw; Willard Kingstone Matukuta Supervisor: Agneta Sundström, PhD Examiner: Maria Fregidou-Malama, PhD Date: May, 2018  Aim: The aim of this study is to analyze whether in-store digital technology in fashion retailers are used to change the customers’ shopping experience and behavior. Method: This study chooses qualitative research and used both primary and secondary data collection as method. READ MORE

4. 8. Green Marketing - The impact on consumer-based brand equity : a quantitative study among the Swedish Generation Y in the fashion clothing industry

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Danial Ahmad; David Magariños; [2017]
   Keywords : Green marketing-mix; Consumer-based brand equity; Attitude-behaviour gap; Generation Y;

   Abstract : Introduction: Recent trends have shown a steady growth regarding environmental concerns along with the pro-environmental attitudes among the consumers, yet a contradicting behaviour is observed in the purchase of environmentally friendly products, giving birth to the phenomena of attitude-behaviour gap. A fair amount of researchers have studied this attitude-behaviour gap over the recent years, investigating this very inconsistency in order to present a solution. READ MORE

5. 9. When integrated Marketing Communication Leads to Brand Avoidance : A qualitative study on why consumers actively avoid certain brands because of their marketing communication efforts

   University essay from Högskolan i Jönköping/Internationella Handelshögskolan

   Author : Rodillas Rebecca; Bjärkvik Hanna; [2017]
   Keywords : Advertising; Anti-Consumption; Brand; Brand Avoidance Integrated Marketing Communication.;

   Abstract : Background - Supply is nowadays higher than the demand, making it possible for consumers to pick, choose and purchase brands that responds to their individual identity. Due to the numerous offerings available, consumers have started to become resistant and they are now withstanding the influence of brands marketing activities. READ MORE

6. 10. A study about Social Media Marketing for Local Grocery Stores : How Social media can be used to create a better customer relationship?

   University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

   Author : Fahid Shah; Robert Sindakovski; [2017]
   Keywords : Local grocery stores; Customer relations; Marketing Mix; Social media marketing; Social media strategy;

   Abstract : The role of internet and the digitalized world are more relevant than ever before. The new phenomena of digital marketing has created a paradigm shift of existing marketing with new ways to market. Social media plays a significant role in this change, since it allows businesses to easily engage with its customers and to maintain relationships. READ MORE