...on the Danish market? Theory of Science and Methodology Abstract This paper is exploring the brand awareness for Vidal Sassoon in Denmark. The investigation conducted on this subject will touch the following points: brand awareness, characteristics of buying process in Danish market, the role of brand heritage for Danish consumer and the retail position and influences for the customer. 2 The writers will use in the following paper a deductive approach, using different theories explained further in the Methodology Chapter. Using the data collected through interviews and observation studies, we will define the findings and conclusion for the problem formulation. This paper contributes to a better understanding of brand awareness and gives a theoretical framework consisting of definition and qualitative investigation of the Danish consumer. The investigation conducted analysis also the buying process of Danish consumer and the retail environment. The research is using both qualitative and qualitative data collection and it focuses mainly in analysing the brand awareness and how this could be increased in the Danish market. Further investigation is necessary for defining the complete steps for creating and revitalize the brand Vidal Sassoon. This research is useful, as a prior step in creating a different marketing strategy that will help the brand Vidal Sassoon to become a strong competitor in the hair care products, among its competitors such as Remington, BaByliss...
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...Business Research Project This paper is a synopsis of a research study in price knowledge measurement scales used in the food and clothing retail industry. This paper will define and identify the business research, purpose of the study, problems under investigation, methods of data collection, and the ending result. The article this synopsis is based on is “On the Validity of Price Knowledge Measurements via self-assessment scales: two studies in retail” (Eberhardt, Kenning, & Schneider, 2009, p. 1). Business research is defined “as a systematic and organized effort to investigate a specific problem encountered in a work setting that needs a solution” (Sekaran, 2003, p. 5). The business research used in respect to price knowledge measurement includes addressing self-assessment versus percentage absolute deviation (PAD), and the retail branch of food versus clothes. The problem under investigation is determining the validity of scales used to measure consumer price knowledge used in marketing to influence market price and profit (Eberhardt et al., 2009, p. 1). Previous research is outdated and does not consider important factors such as brand power, or demographics, and was performed from the viewpoint of a researcher and not the consumer (Eberhardt et al., 2009, p. 2). The researchers performed separate studies in food and clothing retail in Germany. To test the comparison shopping scale of Petrevu and Ratchford of checking price tags, searching for in-store promotions, and...
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...SCHEMES OF WORK – COMMERCE (GRADE TEN) SCHEMES OF WORK – COMMERCE (GRADE TEN) WEEKLY SCHEDULE(3 periods a week) | TOPICS AND CONTENT | LEARNING OBJECTIVES- Students will be able to: | TEACHINGSTRATEGIES | SUGGESTED ACTIVITIES | RESOURCES | ASSESSMENT | 1. Introduction to Commerce | | | | | | 1 | A) Organizational Structure of Commerce | 1. Define the terms within the organizational structure. 2. Draw up and complete the organizational structure of commerce. | Graphic OrganizerMnemonic Strategies | Question and AnswerIllustrationsBingo | Wall ChartsMini chart print outs Commerce Textbooks: (Listing of texts attached) | Quizzes:-Chart completion-DefinitionsBingo Games | | B) Needs and Wants | 3. Distinguish between needs and wants. 4. Discuss the role played by producers in the satisfaction of consumer needs and wants | SPAR ( Spontaneous Argumentation)Graphic Organizer | DiscussionsQuestion and Answer | Commerce TextbooksPowerPoint PresentationInternetLaptop | Assignment-categorizing needs and wants. | 1 | C) Economic Systems | 5. Identify and explain types of economic systems | Graphic Organizer | Questions and Answers | Chart PrintoutsCommerce Textbooks | Quiz | 1 | D) Direct and Indirect Production | 6. Distinguish between direct and indirect production 7. List and explain the commercial occupations. | Graphic OrganizerCooperative learningMnemonic Strategies | Role playDiscussionsGraphic Organizer | Commerce Textbooks | Assignment-categorizing...
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...Marketing researchers commonly use two types of investigation processes; qualitative and quantitative research. In qualitative research, symbols and words are used to indicate the presence or absence of a phenomenon and categorizing the phenomenon into different types. Conversely, quantitative research uses numerical indicators to determine the relative size of a particular phenomenon. The methods used in quantitative research give high levels of measurement precision and statistical power. Stakeholders in businesses perceive things differently. As such, people tend to choose different aspects and focus their attention on what is familiar and important to them. Further, perception occurs due to people’s ability to choose some stimuli while...
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...the research, there are many people doing selling fashion such as clothes, shoes, accessories, etc. in facebook, twitter and others but without the payment system, business strategies, etc. This BIT system is designing for Small Medium Enterprise (SME) those who wanted to operate their online business with using electronic device such as internet marketing, mobile marketing and etc to have more connection and connectivity with the consumers. This designation of BIT system will be containing the e-marketing framework that helps them to explore in the market more widely. In addition, it can be attract the offline people and for those who don’t know your company or website to increase more traffic or more network. As the e-marketing framework will be more focusing on fashion industry, this system will be fit for those who wants to do fashion business online selling. The company’s structure can be less than or more than 1 people, as it depends on how systematic of that people are. Of course, there are less people to do like that if they want to do a long run business. The important part is how they attach the e-marketing framework into real life in order to achieve higher level of customer satisfaction, so that the customers will come back again and again. C) Business online is one of the way to create market share. Thus, to let more people know more about the company or products in order to sustain in the market for...
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...growing international operations of Take-Two the risks of not complying to foreign laws and regulations could result in increased costs and decreased sales. Take-Two has policies and procedures that follow laws like the Foreign Corrupt Practices Act. But there is no guarantee that all employees or involved parties will follow these laws and regulations. 2. Economic- Page 8- We continue to monitor economic conditions that may unfavorably affect our businesses, such as deteriorating consumer demand, pricing pressure on our products, credit quality of our receivables, and foreign currency exchange rates. The economic environment has affected our customers in the past, and may do so in the future. Bankruptcies or consolidations of our large retail customers...
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...Multidisciplinary Management Studies ________________ ISSN 2249- 8834 EIJMMS, Vol.4 (8), AUGUST (2014), pp. 6-19 Online available at zenithresearch.org.in DETERMINANTS OF RETAIL CUSTOMER SATISFACTION: A STUDY OF ORGANIZED RETAIL OUTLETS IN ERNAKULUM, KERALA LIGO KOSHY*; DR. S. JOHN MANOHAR** *RESEARCH SCHOLAR, BHARATHIAR UNIVERSITY, COIMBATORE, TAMILNADU. **RESEARCH GUIDE, BHARATHIAR UNIVERSITY, COIMBATORE, TAMILNADU. ABSTRACT Retailing consists of the sale of goods from a fixed location, such as a department store or kiosk, in small or individual lots for direct consumption by the purchaser. Some retailing businesses sells a combination of goods and services. Since the last decade, the field of retailing has experienced significant changes. Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent of its GDP. The Indian retail market is estimated to be US$ 500 billion and one of the top five retail markets in the world by economic value. India is one of the fastest growing retail markets in the world, with 1.2 billion people. As of 2013, India's retailing industry was essentially owner manned small shops. In 2010, larger format convenience stores and supermarkets accounted for about 4 percent of the industry, and these were present only in large urban centers. India's retail and logistics industry employs about 40 million Indians (3.3% of Indian population). Organized retailers, defined here as a store that offers a mix of tangible ...
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...profitability of building a new AT&T retail location to support its growing consumer market. A budget and schedule will be formulated in order to gage the profitability of opening a new location. A WBS (work breakdown schedule) will also be formulated that will give us a breakdown of all work that is to be done. The WBS will give the different workgroups a schedule of responsibilities to adhere to. The cost analysis shows that it will be beneficial for AT&T to build a new location to service its growing customer base in this specific area. There are a couple of areas of concern that require further investigation and action by management. The recommendations discussed include: * Improving the accuracy of customer penetration as compared to location population * Improving/decreasing IT time to deploy all technologies needed in a retail location * Reducing waiting times for contractors to do work The report also investigates the fact that the analysis conducted has limitations. Some of the limitations include: the most resent population numbers in this area are not very current. The cost of a build out in this area is not known since there are no other locations in a 20 mile radius. The average cost of the build out is based on locations being built in neighboring cities. Project Scope Statement – Project Objective This project is being undertaken to establish a new retail sales location for AT&T. The new retail location will be held within an existing...
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...How does celebrity endorsements influence consumer behavior in fast fashion industry? 1. Introduction The fashion industry has come a long way over the past two decades. In the early years, big players such as Marks & Spencer offered a relatively straightforward fashion retail choice. However, with the lower cost of starting a retail outlet, the market has become more crowded since then. So called fast fashion retailers, are by no means the only one who succeeded and grew over the past years. Overall, the fast fashion retailers experienced a greater growth compared to the fashion industry as a whole (Cachon and Swinney, 2011). Such retailers are now ubiquitous and spotting a person on the streets who does not wear at least one fast fashion clothing item is rare. The key point to success lies in their business model; making the trends available to everyone. The rapid global changes have restructured the way fashion retailers do business. In today’s competitive market, using celebrity endorser to promote brands on television is a fairly common practice (Erdogan et al. 2001). Celebrity endorsements is believed to help consumers remember the message of the advertisement and the brand name the celebrity is endorsing. This creates the personality of a brand because when a celebrity is paired with a brand, this image helps shape the image of that brand in the minds of consumers (Argrawal & Kamakura, 1995). Celebrity endorsement is a new strategy in brand selling...
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...Sometimes marketers and other salespeople will try to take advantage of you by giving you a false set of choices. A car salesman may show you a $50k car and then show you a $35k car and claim it to be a good value relative to the first car. But he did not show you the first car to give you “more alternatives.” He showed it to you to warp your perception of “good value.” It is a best practice to identify at least three alternative solutions that will meet the requirements to solve the problem. Requiring a minimum of three alternative solutions forces the integrated project team to identify solutions that may not be obvious. It helps to prevent automatically adopting a "pre-selected" solution because of the prevailing biases. A meaningful investigation of alternative solutions will often identify a solution that produces substantially superior results compared to what initially appeared to be the obvious solution. Individuals who have a pre-existing strong bias toward a specific solution are often not aware of other potential solutions, especially...
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...AN EXAMPLE OF A MARKETING PLAN | SPREE WATCH MARKETING PLAN SUMMARY Based on an evaluation of the watch market and our strengths, General will introduce the Spree watch. SITUATION ANALYSIS Half the buyers of branded fashion watches are between 18 and 34 years of age. This group, which purchases more watches per capita than those older, is our primary market segment. Watch purchases are more likely by consumers in the northeast and Midwest. Many purchases are expected to be impulse, requiring strong point-of-purchase support. Seventy percent of the market is concentrated with strong competition from Swatch, Fossil, Guess?, and Anne Kline. We have extensive experience in the manufacture of innovative, high quality, precision plastics and timing devices permitting us to offer the consumer value in a branded fashion watch. Additionally, we have experience distributing products into 75 percent of the outlets for branded fashion watches. OBJECTIVES The combination of a unique, cost-effective design allows us to establish a three percent market share in the first year. The Spree watch project will break-even in 1998. MARKETING STRATEGIES General will introduce a new product, the innovative Spree watch, using penetration pricing, extensive advertising, and expanded distribution in order to increase our revenues and growth rate. ACTION PLAN The Spree watch has strong product benefits compared to current market offerings. To achieve our objectives we will offer our unique...
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...market. And It now has 3376 stores in 12 different countries (not including UK). Its annual sales reached up to £1 billion in 1979. And in 2005, Tesco has already made a profit of £2 billion. It now becomes one of the largest retailer companies in the UK, and the third largest throughout the world. Over the nearly 90 years, Tesco has came through from fighting in the East End of London to standing on a world stage. And today it is still competing in the world market. And this research is going to introduce how Tesco succeeded in adapting to the intense challenges of the international market. This research is going to discuss on how that Tesco successfully adapted to the challenges of the economic climate and briefly analyze several marketing strategies it has adopted in order to expand its business outside the United Kingdom. Literature Review For a company, to be able to have a foothold in the international market, the strategic response is fairly important. Just as Michelle and Neil(2010) has observed in their article that Tesco offers a...
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...problems and it was a convenient alternative to traditional mouth fresheners. Cavity/fluoride protection was a key benefit for the customers, but Colgate presented their product firstly for freshening a breath and secondly for whitening. The importance of whitening segment was growing, CP considered it can be the “the price of entry” with any premium – priced product launch. The technology of strips was very strong on the market, but because of high manufacturing costs on the emerging markets, CP should have created cost-optimized formula. The next trick of retail promotion was a “cannibalization”. Colgate Max Fresh is a high margin product and premium tier brand. In order not to lose on the emerging market, CP used cannibalization. The parent brand is created to support the new one and to find a room for a new brand. But never the less CP provided less cannibalization that it was expected. As a result of the whole marketing company in...
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...the finance & marketing 3. Mr Choy- Credit Controller 4. Encik Azman- Executive director of Cold Gold Sdn Bhd (debtor) 5. Puan Azura- Account Executive 6. Mr Siva- Retail customer 7. Encik Munir- Former staff at finance department Issue: 1. Late 2008, operating cash running low. 2. Significant increase in short term borrowing. ↓ Increase financial obligation (interest payment). 3. Credit limit of Cold Gold Sdn Bhd had gone into its level and yet the marketing department continued to supply product to them. ↓ Operating loss → exorbitant price of chicken feed. * Cold Gold had been asked to pay part of the payment. ↓ Best friend → issue on professionalism here…. 4. The figures on statement of account not tie up with balance in account (debtor balace). ↓ Encik Munir not disclosed the receipt of payment from customer. → Issue on internal control ↓ Fraud: Manipulation? Mislead? Criteria: 1. Problems 2. Specify key assumptions 3. Identify relevant info and sources to solve the problem 4. Evidence and quality of evidence 5. Qualitative and quantitative tools 6. Conclusions, implications and consequences Key assumptions 1. En Munir had conducted cash skimming in the company which leaded to his resignation. 2. En Selamat has personal benefit from the deal with Cold Gold Sdn Bhd. Therefore although CG did not pay within the credit term, En Selamat did not stop the marketing department to continue...
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...dominate the economy. It is important for companies to recognise generation Y’s behaviours, attitudes, characteristics and influences in order to “create and develop new business opportunities to remain competitive and generate profits.” Sullivan, D. P. (2004). However, this is proving difficult for businesses as the incentives behind generation Y consumption practices and preferences remain obscure. The following proposal intends on focusing on this division by examining the consumption behaviour of generation Y individuals. The findings concluded that generation Y consumerism was driven by issues in conjunction with but not limited to social trends, personal preferences and digital media and technology. Key Concepts: Throughout the investigation various research articles presented themes that influenced Generation Y consumer decision-making styles including: • Freedom • Finding yourself • Blend in/stand out • Brand personality/my personality • Fashion knowledge • Value-seeking • Comfort of brands The following questions will be applied to these concepts and employed as a framework for researching the issues mentioned above. -What determines people as part of generation Y? -What are considered the dominant behaviours, characteristics, attitudes and influences of generation Y? -Are their...
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