...Course Title: Thesis Paper A Research Paper on “How brand elements influence the consumers’ purchase intention of a brand: A study on Horlicks and GlaxoSmithKline” Prof. Dr. Md. Masudur Rahman Professor Department of Marketing University of Dhaka Prof. Dr. Md. Masudur Rahman Professor Department of Marketing University of Dhaka Prepared For: Anisur Rahman ChowdhuryRoll-117, Section A18th batchDepartment of MarketingUniversity of Dhaka | Prepared By: Submission Date: 31 March, 2016 Letter of Transmittal March 30, 2016 Prof. Dr. Masudur Rahman Professor Department of Marketing University of Dhaka Subject: A Research Paper on “How brand elements influence the consumers’ purchase intention of a brand: A study on Horlicks and GlaxoSmithKline” Dear Sir, This is an immense pleasure to submit my thesis paper on A Research Paper on “How brand elements influence the consumers’ purchase intention of a brand: A study on Horlicks and GlaxoSmithKline” as a partial fulfillment of BBA program. I hope this paper is informative and comprehensive as per your instruction. Here, I have worked with the consumer of “Horlicks” and tried to analyze their feedback to find out the impact of brand elements of “Horlicks & GlaxoSmithKline” on their purchase intention of Horlicks. Now, I am very grateful to you for your valuable supervision, precious time, effort and support throughout...
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...Journal of Consumer Marketing Emerald Article: To buy or not to buy? A social dilemma perspective on green buying Shruti Gupta, Denise T. Ogden Article information: To cite this document: Shruti Gupta, Denise T. Ogden, (2009),"To buy or not to buy? A social dilemma perspective on green buying", Journal of Consumer Marketing, Vol. 26 Iss: 6 pp. 376 - 391 Permanent link to this document: http://dx.doi.org/10.1108/07363760910988201 Downloaded on: 28-05-2012 References: This document contains references to 76 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 4703 times. Access to this document was granted through an Emerald subscription provided by INDEPENDENT UNIVERSITY BANGLADESH For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Additional help for authors is available for Emerald subscribers. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com With over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as well as an extensive range of online products and services. Emerald...
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... Abstract Corporate social responsibility is profitable for a company, but only when the following requirements are met. First the CSR strategy has to be properly motivated, thus the goal of the CSR should not be profit generation. Second the level of trust of customers should be high enough so that customers will not respond skeptical to the CSR strategy. Third the company should be innovative and not be exposed to too much risk. If these requirements are met it is necessary to choose a CSR strategy that fits the brand and to use the right communication strategy. Only then will market value rise as a result of the higher level of customer satisfaction CSR creates. 2 Table of content Chapter 1: Research proposal 1.1 The problem background 1.2 The problem statement 1.3 Research questions 1.4 Academic relevance 1.5 Managerial relevance 1.6 Overview of the rest of the chapters Chapter 2: Corporate social responsibility from the consumer perspective 2.1 Introduction 2.2 CSR and customers Chapter 3: Consumer reactions and attitudes towards trust, communication strategy and fit 3.1 Introduction 3.2 Fit between CSR and brand 3.3 Communication strategy 3.4 Consumer trust and CSR 3.5 Cross-influences Chapter 4: Customer satisfaction 4.1 Introduction 4.2 The direct effect of communication strategy on customer satisfaction 4.3 The indirect effect of communication strategy on customer satisfaction 4.4 The direct effect of brand fit with CSR on customer satisfaction 4.5 The indirect effect...
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...A00010481 * Victory O. Okurakpo A00013215 Abstract Although the application of Information and Communication Technology (ICT) in rural areas can be advantageous, there are also some limitations that may hinder the development of these areas. This study aims at identifying the problems that are caused by ICT in the application of electronic commerce and electronic business in rural Nigeria. The paper will point out these limitations and give solutions to each, thereby ensuring a smooth development process. The following limitations were found: System scalability and available customers, fraud and identity theft, delivery time and uncertainty, trust and customer satisfaction. Key words: Electronic commerce, Electronic business Methodology: The method used in this research is Internet research and personal observation. Solutions To The limitations Of E-commerce And E-business According to Wikipedia: “Electronic commerce consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks. It is more than just buying and selling products online. It also includes the entire online process of developing, marketing, selling, delivering, servicing and paying for products and service”. Wikipedia also stated: “Electronic business may be defined as the application of information and communication technologies (ICT) in support of all the activities of a particular business” This type of business has many disadvantages...
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...C) organization. B to B are two businesses that work together for the selling and buying of goods and services like a manufacturer serving components on line. Business to business purchasing process is a structured process involving complex decision-making and procedures. Each organization has its purchasing process for B to B. 1.1 Purchasing process for business to business Identifying need or problem Developing product specification sspecs+++++ss+++++++specification++++++++ Searching for prod/supplier Evaluating products and supplier Placing an order Evaluating products and supplier performance performance Follow up on purchase B to C organization. Selling goods and services to customers like Amazon.com serve the customers directly. Amazon Retailer Customer In business to customers, the purchasing process is as follows: B to C buying process Identifying need Looking for information Checking for alternatives Purchase decision Post purchase evaluation Business-to-business (B2B) B2B describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Business-to-consumer (B2C) B2C (sometimes also called Business-to-Customer) describes activities of businesses serving end consumers with products and/or services. General Buying Cycle 1. Acknowledging the need 2. Awareness 3. Research 4. Consideration (the short list) 5. Evaluation 6. Purchase 7. Applications 8...
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...Consumer Traits and Behaviors Paper and Presentation References PSY/322 Team C: Jesika Corbet, Marshaye Glasscock, Jane Riscica, Yulonda Coleman, and Brandon Treece May 26, 2014 1. Kacen, Jacqueline, J. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior Journal of Consumer Psychology, Volume 12, Issue 2, Pages 163-176 This article would be a helpful resource because it demonstrates the impact annual sales volumes increase in many cultures through impulsive buying. It also allows us to see just how individualism-collectivism, self-identity, and purchase behavior whether it is planned or impulsive contributes to a culture in different fashions. Impulse buying generates over $4 billion in annual sales volume in the United States. With the growth of e-commerce and television shopping channels, consumers have easy access to impulse purchasing opportunities, but little is known about this sudden, compelling, hedonically complex purchasing behavior in non-Western cultures. Yet cultural factors moderate many aspects of consumer's impulsive buying behavior, including self-identity, normative influences, the suppression of emotion, and the postponement of instant gratification. From a multi-country survey of consumers in Australia, United States, Hong Kong, Singapore, and Malaysia, our analyses show that both regional level factors (individualism–collectivism) and individual cultural difference factors (independent –interdependent self-concept) systematically...
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...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 create a strong brand. For this purpose, the case study of Navigator was chosen, being a good example to show how the brand has been managed to become a powerful brand in the premium office paper segment. Key words: Branding, Strong Brands, Brand Strategy, Brand Communication, Brand...
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...own views & not essentially which are associated with the university. Signature: Date: ABSTRACT TABLE OF CONTENTS LIST OF FIGURES CHAPTER 01: INTRODUCTION 1.1. Outline of the Study Purchasing products and services is common around the world, and almost everyone indulges in shopping. The value of a brand is seen in its brand equity and the brand loyalty that the brand possesses. The way consumers perceive a product or service, and the importance it has in their life is what makes all the difference, watching dogs on the way to work could influence the kind of sneakers one wear. Jonah Berger teaching in Wharton in one of the research paper said that what people see in their day to day life shapes consumer choices. 1.2. Background and Importance The behavior of one customer may be different toward buying a luxury brand’s products than another customer. For example, the value Customer A places on the luxury...
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...CONSUMER BEHAVIOR TOWARDS THE NEW PACKAGING OF FMCG PRODUCTS Mitul Deliya Assistant Professor, S. K. College of Business Management, Hemchandracharya North Gujarat University, Patan Email: deliya.mitul@gmail.com ABSTRACT The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged FMCG products. This research utilized a focus group methodology to understand consumer behavior toward such products. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding Consumer’s behavior towards the packaging of FMCG products. When consumers search for and process information in-store, the product's package can contain relevant and useful information for the consumer. Product packaging forms the end of the 'promotion-chain' and is close in time to the actual purchase and may therefore play an important role in predicting consumer outcomes. Packages also deliver brand identification and label information like usage instructions, contents, and list of ingredients or raw materials, warnings for use and directives for care of product. INTRODUCTION “Packaging is the container for a product – encompassing the physical appearance of the container and including the design, color, shape, labeling and materials used” Packaging has a huge role to play in the positioning of products. Package design shapes consumer perceptions and can be the determining factor in point-of-purchase...
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...Data Mining Jenna Walker Dr. Emmanuel Nyeanchi Information Systems Decision Making May 30, 2012 Abstract Businesses are utilizing techniques such as data mining to create a competitive advantage customer loyalty. Data mining allows business to analyze customer information, such as demographics and purchase history for a better understanding of what the customers need and what they will respond to. Data mining currently takes place in several industries, and will only become even more widespread as the benefits are endless. The purpose of this paper is to gain research and examine data mining, its benefits to businesses, and issues or concerns it will need to overcome. Real world case studies of how data mining is used will also be presented for a deeper understanding. This study will show that despite its disadvantages, data mining is an important step for a business to better understand its customers, and is the future of business marking and operational planning. Tools and Benefits of data mining Before examining the benefits of data mining, it is important to understand what data mining is exactly. Data mining is defined as “a process that uses statistical, mathematical, artificial intelligence, and machine-learning techniques to extract and identify useful information and subsequent knowledge from large databases, including data warehouses” (Turban & Volonino, 2011). The information identified using data mining includes patterns indicating trends...
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...Gender Identity Paper Isihis Herrera PSY/340 February 13, 2012 Kale Kirkland Gender Identity Paper Male and female is a suggestion to a person’s gender. A person’s gender is whether they see themselves as a man or a woman. Gender identity is the way in which an individual self-identifies with a gender type, for example, as being either a man or a woman. For example when a man sees himself as a woman or a woman sees herself as a man. Misconceptions surrounding gender identity often begin with general confabulation of terms used to communicate about the issue ( Dragowski, Del Rio, Sandigorsky, 2011). Many researchers go by the theories that stand along the nature versus nurture field. Many people assume that sexual preference is a matter of choice but it isn’t (Pinel, 2009). Some people discover their sexual preferences; they don’t choose them. Sexual preferences seem to develop very early, and a child’s first indication of the direction of sexual attraction usually does not change as he or she matures (Pinel, 2009). Still many people debate that people sexuality is a choice. Even thought there has been some Gender development is believed to begin at the time of conception and determined by sex chromosomes (Dragowski, del Rio, Sandigorsky ,2011). It is believe that gender development begins at the time of conception and it is determined by sex chromosomes. When the fetuses began to developed, they begin with a set of undifferentiated gonads and two sets of ducts, Mullerian...
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...Annotated Bibliography & Outline for Gender Identity Paper Outline I. Introduction II. What is gender Identity? III. Gender Discrimination A. Male B. Female IV. Appearance V. Gender and Interpersonal VI. Development a. Sex role stereotypes VII. Environmental factors VIII. Conclusion Introduction Throughout this paper I will be talking about gender identity which I have done a research. I will be using different several articles that researched on gender identity and will share the information I got out of the articles. Gender identity is something that most of the time goes unnoticed and lot of people are afraid to be who they are. What is gender identity? Gender Identity (1988) Social Psychology Quarterly, Retrieved from http://www.jstor.org/stables/2786925 This article talks about gender identity, self-esteem, physical and sexual abuse in dating relationships. The article gives important information about gender identity. The researchers had examined the roles of gender identity and self-esteem in both physical and sexual abuse in dating relationships. Gender Discrimination Race and Gender Discrimination, (2009). Retrieved from http://www.jstor.org/stable/2118176 This article focuses on gender discrimination and race on buying cars. The information presented in the article goes depth into highlighting how sellers sometimes can use race or gender to sell cars to their buyers. Example could be male via...
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...Gupta 14DM078 Himanshu Garg 14DM091 Ishan Biswari 14DM096 Jitender Kumar 14DM105 Karan Vithlani 14DM109 LETTER OF TRANSMITTAL Dr. A. K. Dey Date: 13-12-2014 Professor Operations & Decision Sciences Birla Institute of Management Technology Greater Noida Respected Sir, We would like to inform you that we have completed the project work assigned by you. We are also sending you the results contained in our research report entitled “FACTORS INFLUENCING THE PURCHASE DECISION OF BIMTECH STUDENTS FOR SPORTS APPAREL.” As already discussed with you, the said report is based on the inputs obtained from 216 subjects taken from BIMTECH only, Report is arranged in chapters and explains all the details pertaining to the research conducted by us. We have followed the standard pattern of conducting the research. We sincerely hope that the results presented in the report are up to your expectations. We would be looking forward to your feedback. Sincerely, Dhruv Chauhan 14DM074 Dishant Gupta 14DM078 Himanshu Garg 14DM091 Ishan Biswari 14DM096 Jitender Kumar 14DM105 Karan Vithlani 14DM109 ACKNOWLEDGEMENT On the very outset of this report, we would like to extend our sincere & heartfelt obligation towards all the personages who have helped us in this endeavor. Without their active guidance, help, cooperation & encouragement...
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...the green wave into the hearts and malls of the world. The promise? Buying pricey ice-cream or hair rinse made with Brazil nuts (or the stocks of the companies that made those products) would make the world a better place. That myth crashed. Consumers, it turned out, were not willing to buy idealism in a bottle if it came at a premium. Two decades later, green marketing remains with us, more intense than ever. Is green yet more than a fad? The Lifestyles of Health and Sustainability annual survey estimates that 13-19% of American adults are dedicated green buyers – a $290bn market. The US-based Cone Communications estimates that 70% of American consumers consider the environmental impact of their purchasing. The UK and Europe show similar numbers. According to marketing experts, however, these figures are wildly overstated, reflecting attitudes, not buying patterns. “Buying green products presents people with a social dilemma: they have to be willing to pay premium prices – not for their own direct benefit, but for the greater good,” says professor Shruti Gupta of Penn State University, a world expert in ethical behaviour. “While people love to voice their idealism to survey companies, the cold facts are they almost always put their self-interest first.” Take Elizabeth Romanaux, a consultant from New Jersey interviewed by the American Association of Retired People for a magazine piece about green buying. She considers herself environmentally conscious. She recycles. She composts...
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...McBride Marketing Paper Robert Greenleaf BSA/310 November 1, 2012 GARY TEED Marketing is an essential tool to the success and implementation of any marketing plan or strategy. Businesses rely heavily on the targeting the right customers desiring specific needs. There are many considerations to analyze when approaching the development of a successful marketing strategy. Marketing is defined as “the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return” (Armstrong & Kotler, 2011, p. 5). Today’s business environment is constantly evolving and reshaping; consequently, business organizations must cater their marketing strategies to the global, digital fast paced business world that we live and operate in. Businesses must consider market research, media requirements, target markets, and other considerations in order to have a successful marketing strategy. According to Armstrong and Kotler (2011), “By creating value for consumers, they in turn capture value from consumers in the form of sales, profits, and long-term customer equity” (p. 5). McBride currently has a marketing strategy that would be considered to outdated or ancient compared to today’s digital, mobile, and internet related businesses. The following issues will discuss intricate avenues of approach to design a compelling, competitive, trend-setting strategy that...
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