The role of advertising and branding within the laptop industry and Dissertation - 1

The role of advertising and branding within the laptop industry and its effects on consumer purchase decision in Leeds United Ki - Dissertation Example It is due to the reason that the concepts largely relates to the tastes and perceptions of the customer which are quite challenging to be quantified. Results and Findings: The results obtained from the data search reveal that advertising is quite significant as an influencing factor of brand loyalty in the laptop market in the UK. However, besides effective advertising there are also various other factors that tend to create a strong impact on the brand preferences and consumer buying behaviour that in turn signifies the brand loyalty of the customers. Table of Contents Abstract 2 Chapter 1: Introduction 6 1.1.Significance of Study 9 1.2.Research Objectives 10 1.3.Research Questions 10 1.5.Overview of Chapters 12 Chapter 2: Literature Review 14 2.1. Introduction 14 2.2. Consumer Behaviour 14 2.3. The Need for a Consumer Behaviour Model 16 2.4. Model of Consumer Behaviour 18 2.5. The Major Factors of Influence on Consumer Behaviour 19 2.6. Cultural Factors 20 2.7. Social Factors 20 2. 8. Personal Factors 21 2.9. Psychological Factors 24 2.10. The Buying Decision Process 24 2.11. Buyer Decision Process 25 2.12. Importance of Branding 27 2.13. Brand Loyalty and its Effect on Consumer Behaviour 28 2.14 Advertising as a Major Component to Persuade Customers 30 2.15. Role of Advertising in Building Brand Loyalty 32 Chapter 3: Research Methodology 34 3.1 Introduction 34 3.2 Research Design 35 3.2.1 Historical Research 37 3.2.2 Quantitative and Qualitative Research 37 3.3 Validity and Reliability 39 3.3.1 Qualitative Study 42 3.3.2 Data Collection 43 3.3.3 Data Analysis 45 3.4 Primary Research 47 3.4.1 Questionnaires 47 3.4.2 Interview 48 3.5 Usage of Methodologies in the Research 48 Chapter 4: Findings and Analysis 50 4.1. Overview 50 4.2. Findings and Analysis of the Obtained Data 51 4.2.1. Advertising Strategies Adopted By Laptop Companies in the UK 51 4.2.2. Impact of Brand Awareness on the Consumer Buying Behaviour 53 4.2.3. Relationship between Advertising, Brand Awareness and Brand Image 54 4.2.4. Impact of Advertising on Sales of Laptops 57 4.2.5. Influence of Age, Employment and Gender on Brand Preferences and Consumer Buying Behaviour in the Laptop Market 61 4.2.6. Advantages of Advertising from Customers Point of View 62 4.3. Summary 64 Chapter 5: Discussion & Conclusion 65 5.1. Discussion 65 5.2. Conclusion 72 5.3 Recommendation for Further Improvement 74 Chapter 6: Learning Statement 77 References 80 Bibliography 90 Questionnaire 93 Chapter 1: Introduction The basic intention of marketing is to satisfy and fulfil the need of the organisational profitability and wants of the aimed consumers. Consumer is considered as God in marketing so (Skalen & Et. Al., 2008), the process of marketing and it’s planning revolves around the consumer. Marketing helps in identifying the prospective consumers, stacking up of brand in the competitive environment and most importantly the wants and intentions while making a buying decision. Long back, almost before 35 years, Peter Drucker had viewed that it is the mission of an organisation to â€Å"create customers† (Kotler, 2000). It had been particularly pointed out that it was possible for companies to raise their revenues by 25% to 85% by attaining a decline in defections of consumers just by 5% (Reichheld & Teal, 2001). Meanwhile, from the era of 1980, the most noteworthy and

Madatory labeling In Resturants Essay Example | Topics and Well Written Essays - 250 words

Madatory labeling In Resturants - Essay Example This could be in terms of ingredients that are not fit for their consumption and processes used for production that are not of expected standards. (Elise Golan) The reasons for supporting mandatory labeling of foods have to do with the effects of genetically modified food on the health of individuals. The second reason has to do with the ingredients used in the production of the foods. (IFPRI) Some people may be on certain diets that do not allow them to consume the products. The third reason is basically for the benefit of the manufacturing company such that consumers prefer foods from certain companies because of their reputation, labeling makes them easily identifiable to the consumer. Lastly labeling is important for a country as it helps it in identifying products that come from countries that are known to violate manufacturing standards and therefore they do not allow them in the market to protect its citizens. It also enhances fair competition and market efficiency in a given country. (Elise Golan) Consumer choices may change due to mandatory labeling because they are able to identify products that have been certified as fit for use and those that have not. If for example the product is certified by an international accredited body, chances are consumers will buy it more as compared to another labeled by a local body. Consumer preferences in terms of quality will also make certain products to lose market as a result of these as they will be able to differentiate easily and make choices whether to buy or not. (Elise Golan) Elise Golan, Fred Kuchler, Barry Krissoff. Do Food Labels Make a Difference? . . . Sometimes. Novemeber 2007. 18 Septemeber 2011

International and Pacific Asian Business Essay Example | Topics and Well Written Essays - 3000 words

International and Pacific Asian Business - Essay Example New Trade Theories The new trade theories address the area of competitive strategy in various ways, usually (but not always) relating to globalisation. Sloman (2005 p.307) identifies the following as reasons for organisations to expand beyond their home nation: access to new markets, new customers, new supply sources and new ideas and skills. They also have to deal with competition within their home nation from overseas organisations who can produce goods at a lower cost or with some innovative function or features. One of the main reasons organisations go overseas is to reduce their overall costs. Sloman (2005 pp.310-311) identifies the following as areas within which costs can be reduced by setting up operations overseas: Resource costs, including labour Skills held by workers, including entrepreneurial and management skills Cost reductions as a result of the learning curve Economies of scale Transport costs Government policies. Many of these areas are addressed by new trade theori es. Economies of Scale Economies of scale result from increasing production capacity to reduce the overall costs of production. Lynch (2009 p.801) defines them as â€Å"the extra cost savings that occur when higher-volume production allows unit costs to be reduced†. ... The presence of economies of scale can prevent new competitors entering the market if they involve large-scale production facilities or very specialised facilities requiring significant capital investment to replicate. Demand-Led Growth Setterfield (2003, p.25) identifies a counterpoint to the focus on supply-side driven growth in the form of demand-led growth. He outlines two effects on growth rates stemming from the demand-side of the growth equation: the potential for demand failures in the long run, and the impact of demand conditions on productive resources over time. The theory states that â€Å"there is no supply-determined equilibrium† (ibid) for output levels. Instead output levels are determined by relatively autonomous demand conditions coupled with supply-side conditions. Setterfield (2005, p.26) says that â€Å"the sequence of short-run outcomes associated with the demand-determined utilisation of productive resources traces out the economy’s long-run grow th path† and does not automatically to the output path of the economy. He further points out that â€Å"the potential growth rate of the economy depends on the growth of physical capacity, labour resources and factor productivity† but that â€Å"each of these is affected by the demand-determined actual rate of growth† (ibid). In short, demand-led growth requires attention to be paid to the demand side of the supply = demand equation. The Product Life-Cycle Every product has a life-cycle, starting with growth and ending with decline and obsolescence: Figure 1: The stages in a product’s life cycle (Source: Sloman, 2005, p.313) When considering the global situation, launch would normally take place in the country

The Life of Billy Sunday Essay Example | Topics and Well Written Essays - 1000 words

The Life of Billy Sunday - Essay Example Rather than stand stoically behind a pulpit, he would leap, dance and slide across the stage, then pick up his chair and spin it over his head. And instead of inviting people to come forward to receive Christ, he told them to 'hit the sawdust trail.'"1 William Ellis agrees and he adds, "Beyond question he is the most vigorous speaker on the public platform today. One editor estimates that he travels a mile over his platform in every sermon he delivers."2 Yet there was no sign in his early childhood or in his growing up years that he will be a great revivalist. Again W. Ellis writes, "His life was normal; no different from that of tens of thousand of other American boys. He himself was in no wise a phenomenon. He was possessed of no special abilities or inclinations. He came to his preaching gift only after years of experience in Christian work." There was no early sign of greatness. He was born William Ashley Sunday on November 19, 1862. His father died shortly after he was born. Two years later, his mother Jeni, remarried an alcoholic who gave up on the family after a few years. So, Billy and older brother Ed was sent to a soldier's orphanage that made Billy independent and stubborn. Years after he was known for his acrobatic preaching some would began to make the connection between his playing days and present ministry. Ellis remarked, "A level head, a quick eye, and a body which is such a finely trained instrument that it can meet all drafts upon it, is part of Sunday's inheritance from his life on the baseball diamond."3 His life was moving on the fast lane until he was invited to join a church service. At the height of his career as a professional baseball player he gave his life to the Lord.4 In 1885 through the famous Pacific Garden Mission he became passionate for the Lord. Some would say that he joined because of the beautiful Helen "Nell" Thompson who would later become his wife. Others, would tell it differently, that Billy met Nell after his conversion but chose to become a member of the Presbyterian Church because of her. Ministry He chose to serve the Lord rather than to continue playing baseball. But he was not able to let go of his first love that easily. Soon after the announcement that he was released by his former club, many invitations came to join a new club with a lot of cash incentives. He finally turned them all down. Billy was no overnight success as a mass evangelist. He had to work hard on his craft and had his start teaching at the local YMCA. Yet his extensive training came at the hands of J. Wilbur Chapman, a traveling Presbyterian evangelist. Success When Chapman retired, Billy felt called to continue his mentor's work as an itinerant preacher. Not long after newspaper reporters began saying that he was attracting large groups of people. Elijah P. Brown recalls, "The religious interest is becoming deeper every day.5 People cannot stay away. As a result, the name of God is being

Political Economy Essay Example | Topics and Well Written Essays - 1250 words

Political Economy - Essay Example In 1930 the Smoot-Hawley act was enacted to prevent U.S owners of factors of production from being threatened by the Great Depression at the time. The rates were set high to cushion them from incurring losses. On the other hand, the trading partners responded promptly by taking similar measures a move which worsened the economic condition that was prevailing. The congress was forced to act very fast in order to control the situation that was deteriorating and consequently the Reciprocal Trade Agreement Act was implemented in 1934.The act gave the president the powers allow for tariffs that met the thresholds that had been agreed jointly by the trading partners (Cooper, 2014,pgs 2-3). Political institutions play a major role in coming up with trade tariffs and trade policies. Their main purpose is to protect the interests of traders from being exploited by their trading partners. When they participate in coming up with the tariffs such as having bilateral and multilateral agreements, a lot of opportunities are opened up for the citizens of the country and businesses operate in an efficient manner. The decisions made in coming up with these trade tariffs and policies has political consequences for the government in power because producers are most likely to support regimes that come up with policies that favor them. On the other hand, producers are likely to disregard regimes that come up with unfavorable policies according to them because they seem to be undermining their operations (World Trade Report, 2007, Pg 55). The Great Depression in the 1930s forced the U.S to review its trade policies and tariffs. The country was forced to bend low the trade barriers so as to forge economic cooperation with other countries. Trade became liberalized although the move was seen to have some political agenda. The U.S congress was adamant to give the president freedom

Sarcophagus Relief Depicting Labors of Hercules Essay

Sarcophagus Relief Depicting Labors of Hercules - Essay Example Thesis statement: In the sculpture Sarcophagus Relief Depicting Labors of Hercules, the unknown artist portrays the deep relationship between Roman mythology and the growth and development of Roman sculpture during 3rd–4th century A.D. Background As pointed out, the artist behind the sculpture Sarcophagus Relief Depicting Labors of Hercules (see Appendix-1), is still unknown. But this ambiguity related to the sculpture does not reduce its scope within the scenario or art because it represents the Roman society during 3rd-4th century A.D. The sarcophagus relief sheds light into the social setting in Rome during 3rd–4th century A.D. Generally, sarcophagus relief works are used to decorate the tombs of the elite class in the society. One can see that the myth of Hercules or Heracles was popular among the people in ancient Roman Empire. So, this sculpture can be considered as a visual example for the usage of mythical characters in sculpture. This sculpture is preserved and displayed at the Honolulu Academy of Arts, which is in Hawaii. Besides, this sculpture was contributed by Anna Rice Cooke (say, the founder of the Academy of Arts/museum). So, one can see that the sculpture’s background is interconnected with the Roman society, mythology and culture. Source The unknown artist made use of the Greco-Roman myth of Hercules. To be specific, the theme of this sculpture is interconnected with the labors of Hercules. In the Greco-Roman mythology, Hercules is portrayed as a mythical figure, powerful enough to complete impossible labors. One can see that Hercules’s deeds were popular among the Romans and the artists began to make use of the same as their theme. The popularity of Hercules’s labors represents the Roman interest in hero worship and this is cunningly portrayed in the sculpture. In the sculpture, the artist portrays two of the deeds fulfilled by Hercules. For instance, the first figure in the sculpture is symbolic of Hercule s’s fight with hydra (say, a multi-headed creature). â€Å"Hercules had to kill the many-headed hydra (HYE-druh) for his second task†.1 The second figure in the sculpture is symbolic of Hercules’s battle with the Erymanthian Boar (say, a giant creature). From a different angle of view, the position of Hercules in the sculpture is symbolic of hard labor. Besides, the seriousness that can be seen in the face of Hercules is symbolic of heroism and hard labor. Origin As pointed out, origin of the work Sarcophagus Relief Depicting Labors of Hercules is related to Roman culture and its relation with mythology and hero worship. One can see that the sculpture represents the Roman interest in the immortality of art. Besides, the usage of marble as the medium of sculpture proves the development of sculpture works during 3rd-4th century A.D. On the other side, one cannot neglect the fact that the decline of Roman Empire reduced the further development of Roman art and arch itecture. Still, some of the sculptures during 3rd-4th century A.D. are preserved in different museums. So, this sculpture is historically important because it represents the rich heritage of Roman culture. Besides, this sculpture was contributed to the Honolulu Academy of Arts, by Anna Rice Cooke (say, in the year 1932). The authorities at the Honolulu Academy of Arts show utmost interest to preserve and restore this sculpture. In addition, ArtafterDark (say, a volunteer group) at the Honolulu A

Envs 1000 research essay Example | Topics and Well Written Essays - 1250 words

Envs 1000 research - Essay Example The field of agriculture accommodates many workers as compared with most other industries. In addition, agriculture helps in boosting international trade through imports and exports. Therefore, without productive agriculture, people and society as a whole would not be privileged to enjoy the same quality of life. This paper presents a discussion on the role of agriculture in Canada and its possible environmental implications, and it covers food, food production and loss of biodiversity. Agriculture plays a very significant role in society by improving life quality and in the production of marketable commodities for food, fuel, fiber among others (Holland, 2012). Agricultural activities facilitate the production of individuals’ basic needs such as food, shelter and clothing thereby improving the living standards and quality of life. Primarily, agriculture provides people with food from either crops or animals and agricultural food are full of nutrients and nourishes individuals ’ bodies. Agriculture provides the basis of subsistence by ensuring adequate production of food and safety (Holland, 2012). Food is very essential for individuals to survive; therefore, agricultural intervention is necessary to ensure that there is adequate food supply. Agriculture assures food security to the people and individuals work hard to increase agricultural productivity and secure enough food. Animal products such as milk, meat, or even eggs serve as a food source and are consumed by people. Similarly, plant products such as cabbages and other vegetable are also other food sources produced though agriculture. All food produced in Canada guaranteed high quality of production, environment as well as welfare standards. Secondly, agriculture provides us with fiber, cotton, flax among others and all these are necessary materials needed to manufacture natural cloth. Additionally, agriculture offers different job opportunities for many Canadians considering that some peopl e prefer working on the farms while others engage in agricultural based activities. According to studies, agriculture has been stated to be the main source of income to many people in Canada especially in the rural areas. More so, agricultural industries are one of the industries that employ many people; hence, agriculture is a major contributor of Canadian’s wealth (Britton, 1996). Mostly in rural areas, the main activity that people engage in is agriculture and they depend on various agricultural activities in order to earn a living. The increasing farm size and productivity have led to larger labor productivity gains in agriculture. Approximately 340,000 Canadians work on agricultural production sites (IICA-Canada, 2005); thus, agriculture is their occupation and so they dedicate their time to it and focus on how to increase agricultural products. In addition, one of the objectives of agriculture is to eradicate poverty in the society and this is possible through job creat ions especially working on the farms. However, working on the farms can sometimes be very demanding because it requires energy in that, those working on agricultural farms should be physically energetic and this leaves those who are physically weak disadvantaged. Moreover, agriculture plays a leading role in promoting both regional and international trade thereby boosting the country’