9,968 research outputs found

    Communication plan of Sonae Sierraยดs gift card surprise

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    JEL: M30, M31, M37, M39The purpose of this master's thesis was the development of a Communication Plan for the Surprise Gift Card, a product that will soon be launched by the Sonae Sierra Company. After a thorough evaluation of the financial trends of the Gift Vouchers sales (B2B and B2C), the company found that it was necessary to replace the current voucher for the card format and, at this moment, it is in development the future Surprise Gift Card (B2C model). With respect to the product Surprise, it is facing a problem of seasonality and its degree of notoriety in the market is very low compared with other competitors. Given this situation, this present communication plan will have two main objectives: to enhance brand awareness and increase purchase intention of the brand in the target audience. To support the plan it was necessary to conduct a profound analysis of the external and internal environment to the product Surprise, using primary and secondary data, which allowed reaching a set of insights and conclusions. Therefore, the Surprise Gift Card communication plan drawn up for one year, consisted of a large range of promotional activities and brand activations, as well as, in combining different communication tools in order to create an integrated and effective plan, taking into account the proposed goals.O propรณsito desta tese de mestrado consistiu no desenvolvimento de um Plano de Comunicaรงรฃo para o Cartรฃo Presente Surprise, um produto que brevemente serรก lanรงado pela empresa Sonae Sierra. Na sequรชncia de uma profunda anรกlise das vendas do negรณcio dos Cheques-Prenda (B2B e B2C), a empresa considerou necessรกrio proceder ร  substituiรงรฃo do atual cheque-prenda para o formato cartรฃo e, neste momento encontra-se em desenvolvimento o futuro Cartรฃo Presente Surprise (modelo B2C). No que diz respeito ao produto Surprise, o mesmo depara-se com um problema de sazonalidade, alรฉm de que o seu grau notoriedade no mercado รฉ muito baixo, comparativamente com outros concorrentes. Perante esta situaรงรฃo, o presente plano de comunicaรงรฃo terรก dois principais objetivos: aumentar o reconhecimento da marca e aumentar a intenรงรฃo de compra da marca por parte da audiรชncia alvo. Para suportar o plano foi necessรกrio proceder a uma profunda anรกlise do ambiente externo e interno ao produto Surprise, utilizando dados primรกrios e secundรกrios, que permitiram chegar a um conjunto de perceรงรตes (insights) e conclusรตes. Deste modo, o plano de comunicaรงรฃo elaborado para o Cartรฃo Presente Surprise durante um ano, consistiu numa diversificaรงรฃo de aรงรตes promocionais e ativaรงรตes de marca, bem como na combinaรงรฃo das diferentes ferramentas de comunicaรงรฃo de forma a criar um plano integrado e eficaz, tendo em conta os objetivos propostos

    Exploring Social Media Marketing In Business: Influence on Product Adoption Perspective

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    The importance of social media in Business cannot be over emphasized. Social media ensures effective communication between organizations and clients (customers), provides direct and timely contact with a large number of people. As there are many people with varying needs, so are many products with similar offerings competing for the varying needs of the people. This study investigates the influence of social media (Facebook, Youtube and Twitter) marketing on product adoption. 241 staff and customers of Shoprite shopping Mall, Enugu Nigeria who showed interest to participate constituted the respondents. Questionnaire was the study instrument used to elicit response from the sample of 241 respondents that took part in the study. The reliability of the study was established using Cronbach Alpha Statistical tool which yielded 0.886 considered adequate for the study. A 5 point likert structured questionnaire was used to collect data from the affected respondents. The data collected were analyzed and the study hypotheses tested with the use of linear regression. Findings revealed that Facebook, Youtube and Twitter positively and significantly influence product adoption. It was concluded that effective use of appropriate social media platform(s) influence customersโ€™ purchase intention. That proper utilization of social media not only creates product awareness but result to product adoption amongst competing brands. It was recommended that awareness of the existence of a number of social media platforms be widely created and used based on the peculiarities of market segment(s) of the business organization. Keywords: Social Media, Marketing, Effective Communication, Business, Influence, Customer, Product Adoption. DOI: 10.7176/EJBM/12-21-14 Publication date:July 31st 202

    Shopping and Guns: an analysis of public discourses in social media about mall robberies in South Africa

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    A research report submitted to the Faculty of Humanities, University of the Witwatersrand, Johannesburg, in partial fulfilment of the requirements for the degree of Master of Art in International relations, 2017This research project investigates public opinions about South African mall robberies discussed on Twitter. Using the principles of discourse and multimodal analysis, it provides critical insights constructed from the represented narratives of select, proposed middle-class consumers illustrating distinct sentiments about malls, crime and shopping. Malls are empirical objects that have been trivialised as ordinary and mundane consumer sites, devoid of any sociological significance embedded within the daily practices of shopping. This paper makes the argument that when contested by criminal activity, malls become valuable sites for critical enquiry towards gaining a deeper understanding of what these shopping attitudes mean within a post-apartheid, South African consumer landscape. The central issue of crime threatening public safety at malls diverges into an array of thematic discussions, revealing distinct indoctrinations surrounding apartheidโ€™s iniquitous system of racial and social engineering. This studyโ€™s principle argument makes the claim that anxieties concerning public safety are only the tip of the iceberg, and this serves as an entry point into a discourse contesting exclusive shopping rights above constitutional equality for all. The test tube of mall robberies mixes desirable pleasures and humanitarian moralities together and creates a volatile cocktail of conflicting, consumer aspirations. In short, the public discourse of mall crimes is about maintaining self-entitled spaces of exclusivity within a desperate socioeconomic climate. This study concludes with questions and considerations raised by these authors which could springboard into opportunities for future inquiry.XL201

    Study on shopping centre: Consumer behaviour and environmental factors -Case Skanssi

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    The tendency to buy goods and especially services is increasing in our society. This has strongly affected the retail markets in Finland during the last decade. The consumers are affected by the dynamic society, which have set new challenges for consumption. Shopping centres are similar to each other and therefore the experience can be a determining factor when choosing the shopping centre. A shopping centre is not just a place where people fulfil their basic shopping needs but a recreational destination where people come to spend time and socialise. This holistic customer experience is widely affected by the retail environment that shopping centre offers. Holistic shopping experience lies beyond the satisfaction of basic shopping needs. This study examines the broader retail view of the shopping centre and how people approach to the phenomenon. Also, the competitive advantages a shopping centre can create for today's consumption society have been investigated. It has great importance to offer the retail mix in a unique style environment and creating interesting events and activities. The purpose of this thesis is to study the phenomenon of a modern shopping centre and the relationship between the modern shopping centre and the young adults. The research has been carried out through qualitative research method and a case study. Shopping centre Skanssi, located in Turku Finland, was used to evaluate the influence of shopping environment. Eight respondents were interviewed to unfold young peopleโ€™s attitudes toward shopping centres. The main conclusion of this thesis is that shopping environment is widely influenced by how people appreciate their shopping experience. Shopping centre has to create an atmosphere and a retail mix that serves people on multiple levels. This process is dynamic and it is affected by different factors such as background, design and social factors. In this thesis the process is called environmental stimulation. Young adults found that modern shopping centre should produce interesting environment and social experiences

    ๋ฒ ํŠธ๋‚จ ์†Œ๋น„์ž๋“ค์˜ ํ•œ๊ตญ ์ธ์‚ผ ์ œํ’ˆ ๊ตฌ๋งค์— ์˜ํ–ฅ์„ ๋ฏธ์น˜๋Š” ์š”์ธ ๋ถ„์„: ๋‹ค๋‚ญ๊ณผ ํ›„์—๋ฅผ ์ค‘์‹ฌ์œผ๋กœ

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    ํ•™์œ„๋…ผ๋ฌธ(์„์‚ฌ)--์„œ์šธ๋Œ€ํ•™๊ต ๋Œ€ํ•™์› :๋†์—…์ƒ๋ช…๊ณผํ•™๋Œ€ํ•™ ๋†๊ฒฝ์ œ์‚ฌํšŒํ•™๋ถ€(๋†๊ฒฝ์ œํ•™์ „๊ณต),2019. 8. Jung, Jin Hwa.This study aims to identify factors influencing the purchase intentions of Vietnamese consumers towards Korean ginseng root products and further propose appropriate marketing strategies. The data was collected from 701 consumers in Hue and Da Nang through an online survey and analyzed using the exploratory factor analysis and multiple regression analysis. The results indicated that perceived value and household with elderly affected the purchase intention of consumers in both Hue and Da Nang. While traditional word of mouth was found as a factor influencing consumers in Hue, consumers in Da Nang were positively affected by electronic word of mouth. With further regard to Da Nang, in addition to income, the consumer attitude about social prestige and the social norm that Korean ginseng root products are only used for the elderly was also identified as another positive factor. Based on these findings, 4P marketing strategies are suggested to motivate the purchase intention in Hue and Da Nang. This study pointed out the differences between consumer purchase behavior in Hue and Da Nang, which indicates an incentive for marketers to develop specific marketing strategies for each region.๋ณธ ์—ฐ๊ตฌ๋Š” ๋ฒ ํŠธ๋‚จ ์†Œ๋น„์ž๊ฐ€ ํ•œ๊ตญ ์ธ์‚ผ์ œํ’ˆ์„ ๊ตฌ๋งคํ•  ๋•Œ ์–ด๋–ค ์š”์ธ์ด ์ค‘์š”ํ•˜๊ฒŒ ์ž‘์šฉํ•˜๋Š”์ง€ ๋ถ„์„ํ•˜๊ณ , ์ด์— ๋Œ€ํ•œ ๋งˆ์ผ€ํŒ… ์ „๋žต์„ ์ œ์‹œํ•˜๋Š” ๋ฐ ๋ชฉ์ ์ด ์žˆ๋‹ค. ๋ถ„์„์ž๋ฃŒ ํ™•๋ณด๋ฅผ ์œ„ํ•ด ๋ฒ ํŠธ๋‚จ ๋‹ค๋‚ญ(Da Nang)์ง€์—ญ๊ณผ ํ›„์—(Hue)์ง€์—ญ 701๋ช…์˜ ์†Œ๋น„์ž๋ฅผ ๋Œ€์ƒ์œผ๋กœ ์˜จ๋ผ์ธ ์„ค๋ฌธ์กฐ์‚ฌ๋ฅผ ์‹ค์‹œํ–ˆ์œผ๋ฉฐ, ์ด๋ฅผ ๋ฐ”ํƒ•์œผ๋กœ ํƒ์ƒ‰์  ์š”์ธ ๋ถ„์„๊ณผ ๋‹ค์ค‘ํšŒ๊ท€ ๋ถ„์„์„ ์ˆ˜ํ–‰ํ•˜์˜€๋‹ค. ๋ณธ ์—ฐ๊ตฌ๋Š” ํ›„์—(Hue)์™€ ๋‹ค๋‚ญ(Da Nang) ์ง€์—ญ์„ ๋‚˜๋ˆ„์–ด ๋ถ„์„ํ•จ์œผ๋กœ์จ ์ง€์—ญ๋ณ„ ๋งž์ถคํ˜• ๋งˆ์ผ€ํŒ… ์ „๋žต์„ ๊ฐœ๋ฐœํ•  ์ˆ˜ ์žˆ๋„๋ก ์œ ๋„ํ–ˆ๋‹ค๋Š” ๋ฐ ์˜์˜๊ฐ€ ์žˆ๋‹ค. ์ฃผ์š” ๋ถ„์„๊ฒฐ๊ณผ๋ฅผ ์š”์•ฝํ•˜๋ฉด ๋‹ค์Œ๊ณผ ๊ฐ™๋‹ค. ์ฒซ์งธ, ์ธ์‚ผ์ œํ’ˆ์— ๋Œ€ํ•œ ์ฃผ๊ด€์  ๊ฐ€์น˜(perceived value)๊ฐ€ ๋†’๊ฑฐ๋‚˜ ๊ณ ๋ น์ž์™€ ํ•จ๊ป˜ ๊ฑฐ์ฃผํ•˜๋Š” ์†Œ๋น„์ž์˜ ๊ฒฝ์šฐ, ๋‘ ์ง€์—ญ ๋ชจ๋‘์—์„œ ํ•œ๊ตญ ์ธ์‚ผ์ œํ’ˆ์„ ๊ตฌ๋งคํ•  ์˜ํ–ฅ์ด ๋†’์€ ๊ฒƒ์œผ๋กœ ๋‚˜ํƒ€๋‚ฌ๋‹ค. ๋‘˜์งธ, ํ›„์—(Hue)์ง€์—ญ ์†Œ๋น„์ž์˜ ์ธ์‚ผ์ œํ’ˆ ๊ตฌ๋งค์˜ํ–ฅ์€ ์ „ํ†ต์  ์ž…์†Œ๋ฌธ(traditional word of mouth)์— ์ฃผ๋กœ ์˜ํ–ฅ์„ ๋ฐ›์•˜์œผ๋‚˜, ๋‹ค๋‚ญ(Da Nang)์ง€์—ญ ์†Œ๋น„์ž๋Š” ๋งค์ฒด๋ฅผ ํ†ตํ•œ ์ž…์†Œ๋ฌธ(electronic word of mouth)์— ๋งŽ์€ ์˜ํ–ฅ์„ ๋ฐ›๋Š” ๊ฒƒ์œผ๋กœ ๋‚˜ํƒ€๋‚ฌ๋‹ค. ์…‹์งธ, ๋‹ค๋‚ญ(Da Nang)์ง€์—ญ ์†Œ๋น„์ž์˜ ๊ฒฝ์šฐ, ๊ฐœ์ธ์˜ ์†Œ๋“์ฆ๊ฐ€๊ฐ€ ์ธ์‚ผ์ œํ’ˆ ๊ตฌ๋งค์˜ํ–ฅ์„ ์ฆ๊ฐ€์‹œํ‚ค๋Š” ์š”์ธ์ด์—ˆ์œผ๋ฉฐ, ๋‚˜์•„๊ฐ€ ํ•œ๊ตญ ์ธ์‚ผ์ œํ’ˆ ์†Œ๋น„๊ฐ€ ๊ณ ๋ น์ž์˜ ๊ถŒ์œ„์™€ ๊ด€๋ จ๋œ๋‹ค๋Š” ์‚ฌํšŒ์  ์ธ์‹๋„ ์ธ์‚ผ์ œํ’ˆ ๊ตฌ๋งค์˜ํ–ฅ ์ฆ๋Œ€์˜ ์ฃผ์š” ์š”์ธ์ด์—ˆ๋‹ค. ๋„ท์งธ, ๋†’์€ ์˜์–‘๋ถ„ ํ•จ๋Ÿ‰์ด ์ธ์‚ผ์ œํ’ˆ ๊ตฌ๋งค๊ฒฐ์ •์— ์ค‘์š”ํ•œ ์˜ํ–ฅ ์š”์ธ์ด๋ฉฐ ๋‹ค์Œ์œผ๋กœ ์„ธ๋ จ๋œ ๋””์ž์ธ ๋ฐ ํฌ์žฅ์žฌ, ๋ธŒ๋žœ๋“œ ๊ฐ€์น˜, 6๋…„๊ทผ ์ธ์‚ผ์—ฌ๋ถ€, ์‹ ์„ ๋„์˜ ์ˆœ์„œ๋กœ ์ค‘์š”ํ–ˆ๋‹ค. ๋‹ค์„ฏ์งธ, ์ธ์‚ผ์ œํ’ˆ ๊ตฌ๋งค์žฅ์†Œ ์„ ํ˜ธ๋„์—์„œ ๋‹ค๋‚ญ(Da Nang)๊ณผ ํ›„์—(Hue)์˜ ์†Œ๋น„์ž๋“ค์€ ์ฐจ์ด๋ฅผ ๋ณด์˜€๋‹ค. ๊ตฌ์ฒด์ ์œผ๋กœ, ๋‹ค๋‚ญ(Da Nang)์ง€์—ญ ์†Œ๋น„์ž๋Š” ์ „๋ฌธ ๋งค์žฅ์„ ์„ ํ˜ธํ•˜๋ฉฐ, ํ›„์—(Hue)์ง€์—ญ ์†Œ๋น„์ž๋Š” ์ง€์ธ์„ ํ†ตํ•ด ๊ตฌ๋งคํ•˜๊ฑฐ๋‚˜ ํ•œ๊ตญ ์—ฌํ–‰์„ ํ†ตํ•ด ์ง์ ‘ ๊ตฌ๋งคํ•˜๋Š” ๊ฒƒ์„ ์„ ํ˜ธํ•˜๋Š” ๊ฒƒ์œผ๋กœ ๋‚˜ํƒ€๋‚ฌ๋‹ค. ๋ณธ ์—ฐ๊ตฌ๋Š” ๋ฒ ํŠธ๋‚จ์˜ ๋‘ ์ง€์—ญ ๋ชจ๋‘์—์„œ ํ•œ๊ตญ ์ธ์‚ผ์ œํ’ˆ ์ˆ˜์š”๊ฐ€ ๊ฐœ์ธ ๋ฐ ๊ฐ€์กฑ์˜ ๊ฑด๊ฐ•์— ๋Œ€ํ•œ ๊ด€์‹ฌ, ์‚ฌํšŒ์  ๋ช…์„ฑ, ์›๋งŒํ•œ ๋Œ€์ธ๊ด€๊ณ„ ๋“ฑ์— ๊ธฐ์ธํ•˜๋Š” ๊ฒƒ์„ ๋ณด์—ฌ์ฃผ๊ณ  ์žˆ๋‹ค. ๋‹ค์‹œ ๋งํ•ด, ์†Œ๋น„์ž๋Š” ์ธ์‚ผ์ œํ’ˆ์„ ๊ตฌ๋งคํ•˜๊ธฐ ์œ„ํ•œ ์ผ๋ จ์˜ ์ •๋ณด(ํŒ๋งค์ฒ˜์˜ ์—ฐ๋ฝ์ฒ˜ ๋ฐ ์‹ ๋ขฐ๋„, ๊ฒฐ์ œ๋ฐฉ๋ฒ•, ์œ ํ†ต ๋ฐ ์ €์žฅ ๋ฐฉ์‹ ๋“ฑ)์— ๋ฏผ๊ฐํ•˜๊ฒŒ ๋ฐ˜์‘ํ•œ๋‹ค. ์ด๋Ÿฌํ•œ ์ƒํ™ฉ์—์„œ ๊ฐ€์กฑ์€ ๋ฌผ๋ก  ์†Œ์…œ ๋„คํŠธ์›Œํฌ, ๋Œ€์ค‘๋งค์ฒด, ์—ฌํ–‰์—…์ฒด ๋“ฑ ๋งŽ์€ ์™ธ๋ถ€์š”์ธ๋“ค์ด ์ œํ’ˆ์ •๋ณด๋ฅผ ๊ฐœ์ธ์—๊ฒŒ ํšจ๊ณผ์ ์œผ๋กœ ์ œ๊ณตํ•˜๊ณ  ์žˆ์œผ๋ฉฐ, ์ด๋Ÿฌํ•œ ๊ณผ์ •์ด ๋ฒ ํŠธ๋‚จ ์†Œ๋น„์ž์˜ ํ•œ๊ตญ ์ธ์‚ผ์ œํ’ˆ์— ๋Œ€ํ•œ ์ˆ˜์š”์— ์˜ํ–ฅ์„ ๋ฏธ์นœ๋‹ค๊ณ  ๋ณผ ์ˆ˜ ์žˆ๋‹ค. ๋ถ„์„๊ฒฐ๊ณผ๋ฅผ ์ •๋ฆฌํ–ˆ์„ ๋•Œ, ํ›„์—(Hue)์™€ ๋‹ค๋‚ญ(Da Nang) ์†Œ๋น„์ž์˜ ๊ตฌ๋งค ์˜ํ–ฅ์„ ๋†’์ด๊ธฐ ์œ„ํ•ด 4P ๋งˆ์ผ€ํŒ… ์ „๋žต์ด ์‹ค์‹œ๋  ํ•„์š”๊ฐ€ ์žˆ๋‹ค๊ณ  ํŒ๋‹จ๋œ๋‹ค.Abstract i Table of Contents iii List of Figures v List of Tables vi Chapter 1. Introduction 1 1. Statement of the problem 1 2. Research objectives 5 3. Scope of study 6 4. Significance of the study 6 Chapter 2. Literature Review 8 1. Consumer behavior theory 8 1.1. Consumer purchase intention 8 1.2. Consumer buying behavior 8 1.3. Consumer buying decisions models 10 2. Research on purchase behavior 14 2.1. Factors affecting purchase intention towards healthy products 14 2.2. Consumer behavior towards Korean ginseng products 18 Chapter 3. Theoretical Framework and Hypotheses 22 1. Consumer awareness and its influence on purchase intention 22 2. Perceived value and its influence on purchase intention 23 3. Word of mouth and its influence on purchase intention 25 4. Demographic variables 26 Chapter 4. Methodology 28 1. Data collection 28 2. Data analysis 34 2.1. Results of the reliability of measurements test 34 2.2. Results of exploratory factor analysis 35 2.3. Pearson correlation coefficients 39 Chapter 5. Results 43 1. Purchase behavior towards Korean ginseng root products 43 1.1. Need recognition of Korean ginseng root products 43 1.2. Information search 45 1.3. Evaluation of alternatives 47 1.4. Purchase intention and purchase decision 48 1.5. Post purchase evaluation 49 2. Results of hypothesis test 50 2.1. The case of Hue 50 2.2. The case of Da Nang 52 Chapter 6. Discussion and Conclusion 57 1. Summary and discussion 57 1.1. Purchase behavior towards Korean ginseng root products in Hue and Da Nang 57 1.2. Results of hypothesis test 59 2. Implications 60 2.1. Korean companies 60 2.2. Korean government 63 3. Limitations 63 3.1. The limitation of methodology 63 3.2. The limitation of research scope 64 Appendix 75 ๊ตญ๋ฌธ์ดˆ๋ก 108 Acknowledgement 111Maste

    Consumer psychology as the behavourist views it : an operant analysis of consumer channel choice

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