Experiential Marketing Dissertation

Experiential marketing (EM) is known to increase overall and spontaneous brand awareness, purchases and recommendations by huge values in the market. This mode of marketing is fast gaining relevance in the market and becoming the necessary tool for marketers in general and specific for brand managers. With this importance, there has been a growing need for the use of experiential marketing in organizations thus indicating their relevance and effectiveness especially in the perishable market and the fast moving consumer goods (FMCG) sector. In determining the relevance and appropriateness of experiential marketing a relationship between the marketing strategy and other variables will be explored, the positive consequences of these variables on experiential marketing is to indicate the relevance and appropriateness of the marketing mode.

In regards to the effectiveness, relevance and appropriateness of experiential marketing, the study sought to establish the relationship between experiential marketing, the consumer behavior or the behavior of purchaser, experiential value and customer loyalty in the fast moving consumer goods (FMCG) sector. In executing the study, a population of 1090 respondents was evaluated with the survey design being cross-sectional. In this population a sample of 381 was drawn.

Questionnaires were administered to assist collect the responses. In establishing the relationship of the study, there was a rigorous data analysis that was carried out. The relationship would help determine the relevance, appropriateness and effectiveness of EM. From the study, the relationships between the experiential marketing, consumer behavior, experiential value and the loyalty of the customer were found to be positive and quite significant in determining the appropriateness of the marketing mode. Upon carrying out regression analysis, the results showed that EM, value and consumer behavior were significant predictors of customer loyalty. Given that the model used could only explain the customer loyalty of FMCG products by 45.8% in variance, the study recommends that further research should be done with other factors in place or put in consideration especially those that were not part of the model. In carrying out a further research, a longitudinal study is recommended.

Dissertation Objectives

  • To carry out a detailed literature review of previous literature concerning the effectiveness, appropriateness and relevance of integration experiential marketing in organizations.
  • To examine the appropriateness of EM
  • To establish the relevance of experiential marketing
  • To determine the potential effectiveness of
    EM and experiential value.
  • To determine the relationship between
    EM, experiential value and customer loyalty

Experiential Marketing Dissertation Contents

1 – Introduction
Background to the Study
Statement of the Problem
Purpose of the Study
Research Objectives
Research Questions
Scope of the Study
Subject scope
Geographical scope
Time Scope
Significance of the Study
Conceptual Framework

2 – Literature Review
Customer Loyalty
Experiential Value and Purchase Behavior
Experiential Value and Customer Loyalty
Purchase Behaviour and Customer Loyalty
Consumer Relationships and Emotions with Brands
Experiential Marketing Trend
Schmitt’s 5-Stages Experiential Marketing Strategy

3 – Methodology
Research Design
Study Population and Area
Sample Size and Sampling Technique
Data Sources and Data Collection Instruments
Measurement of variables
Validity and Reliability Instrument
Data Processing and Analysis
Limitations to the Study

4 – Analysis and Discussion
Survey results
The Relationship between the Study Variables
Customer Loyalty
EM and Purchase Behavior
EM and Experiential Value
EM, Experiential Value and Customer Loyalty
Regression Analysis

5 – Discussion
Customer Loyalty
EM and Purchase Behavior
EM and Experiential Value
EM and Experiential Value and Customer Loyalty

6 – Conclusions and Recommendations
Recommendations
Areas for further study

References

Appendix
Questionnaire

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Dissertation Topic Examples Marketing

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Dissertation Topic Examples Marketing

It is vitally important that you gain access to dissertation topic examples marketing during your degree course notably in the final year.  To provide an overview of why and how dissertations are written: these need to be both professionally and academically presented.

Difference between reports and dissertation topic examples marketing

You may have developed your report writing skills in previous years; if not, please refer to our Report Writing resources. The good news is that the format and presentation is almost identical, but you will have additional sections.

A report is usually an end of module assignment with very clear guidelines from your Tutor. Features of dissertations, final year projects and extended reports:

  • Undertaken in your final year of undergraduate study, or in postgraduate education
  • Is linked to both current theory and practice
  • You will have more choice as to the topic and methodology, and will decide on the aims and objectives of your study
  • You will be required to undertake more independent research into subjects which may not have been taught or may have been covered in a range of modules throughout your programme of study
  • The word count is usually much higher than for a standard report
  • Often requires a Project Proposal in order to gain approval for your key concepts before you start.

Why find dissertation topic examples marketing?

dissertation topic examples marketing usually contain sections of writing to record the methodology, results and conclusions of an investigation. They are used to enable your lecturer to assess the way you have approached your investigation, collected your data and evaluated your results.

Dissertations demonstrate skills in: planning, organising, researching, problem solving and time management as well as oral and written communication skills. They also demonstrate in-depth subject knowledge.

Format of dissertations

  • Are written using formal academic language
  • Headings and sub-headings should be used
  • Bullet points or numbers can be used to list points
  • Are written to be discussed by more than one person
  • Show vigour in research
  • Drawings, graphs, statistics and other additional material can be added as appendices

Sections of a dissertation topic examples marketing

dissertation topic examples marketing can be written in a variety of ways depending on your subject area, and whether you have undertaken primary or secondary research. However the sections below are a general indication of what sections need to be included.

1. Title page

2. Abstract

3. Contents

4. Introduction

5. Aims and Objectives

6. Literature Review

7. Research Methodology

8. Ethical Issues

9. Results/Findings

10. Discussion/Analysis

11. Recommendations (if requested)

12. References

13. Appendices

1. The Title Page

The title should provide a clear indication of what the dissertation is about: it should be accurate and concise. The title page should also include the date the report was written, who wrote the report and who the report was for. Make clear the dissertation topic examples marketing.

2. Abstract (also known as Summary)

This is a summary of the whole report’s contents. Readers will decide whether to read the whole report based on the abstract and therefore it should be sufficient for them to understand what the report is about, including the results of the investigation.

The abstract is written after the rest of the report even though it is presented at the beginning. It should describe the work that has been carried out, not the work that will be carried out.

3 Contents

A list of contents is required and should be correctly formatted. See Student IT support on Managing Longer Pieces of Work.

4. Introduction

This gives the background to the investigation. It puts your investigation into context and gives the reader some idea of the value and importance of your work. It tells the reader why this is an important subject to investigate.

5. Aims and Objectives

You should have a clear statement about the purpose of your study (aim) and how you are going to achieve those aims (objectives). State what you are trying to achieve and how you will achieve it. This is a crucial part of the report as it will be judged on whether your aims and objectives have been achieved: ensure you are clear about the difference between these.

6. Literature Review

This informs the reader of the current thinking in your particular topic. It will place your research in context and show how you are building upon previous knowledge. This should also highlight any areas of contention. Ensure you cite your sources of information and reference your work.

7. Research Methodologies

This section is important because if you undertake inappropriate methodology your results and findings will be disputed. The reader needs to know what you did to find out information so they can make a judgement about the suitability of your methodology.

In this section, you state what you have done to achieve your aims, what you did to find information you need and why you did it.

The methodology section can be sub-divided into the following sub-sections:

A short section (one or two sentences) in which you make a clear and accurate statement outlining what sort of investigation you used. Justify your statements by referencing to best practice.

You should provide a brief description of who you used in your sample and why. The information should include the essential features of any respondents used.

• Who were the subjects of the study?

• How were they selected?

• How many were there?

Justify your decisions by referencing back to best practice.

Materials/Apparatus (if necessary)

What sorts of dissertation topic examples marketing material were used? For example, experimental stimuli, tests, questionnaires. If using established tests or materials, these should be fully referenced. Any apparatus used should be described accurately (you could use diagrams or photographs).

This should be a description of exactly how you carried out the investigation: what exactly happened during the investigation, from start to finish in enough detail to allow replication. Remember to use the passive voice (third person), past tense; for example: “The questionnaire was given to all 1st year students.” “The responses to each question were recorded using simple tally charts”.

The procedure does not have to take the form of an experiment; some reports document the findings of desk based research and extended literature reviews.

Method of Analysis

As your analysis is part of what you did, you should include a statement of what methods of analysis were used and why they were chosen (do not panic if the methodology section becomes long – it is quite normal for this section to sometimes be the longest section of the report).

8. Ethical Issues

All dissertations and investigations should consider ethical issues. You are expected to complete a Staffordshire University Ethical Approval form and have this signed off by your tutor. This should be included as an appendix. In your report you should make the reader aware of the possible ethical issues of your research and how you overcame these issues, for example: confidentiality, storage of data and so on.

9. Results/Findings (sometimes this section can be merged with Discussion and Analysis)

It tells the reader what you have found out and is objective. It states the findings of your research. You may include tables and graphs, but also explain the results in words. Any raw data should be included as an appendix.

10. Discussion/Analysis

This covers the interpretation of the results, evaluation of the theoretical significance of the findings and a general discussion of the investigation. It should answer questions such as:

• What has your investigation shown?

• Did it achieve its objectives?

• What theory/literature does it support or contradict?

• What are the most plausible explanations of your findings?

• Are there any possible criticisms of the investigation?

The discussion should also:

• Build on the material in the introduction and literature review

• Evaluate the adequacy of your methodology

• Suggest design features that may have affected the results

• Include whether the results would be different under different conditions

11. Recommendations

Use your findings and analysis to make recommendations in dissertation topic examples marketing. You may make the recommendation that further investigation is undertaken if you realise that there were gaps in your methodology or anomalies in your findings. Alternatively, you may advise that some actions be considered.

12. References

Make sure references are given correctly. All dissertation topic examples marketing must be reference in accordance to your university’s guidelines.

13. Appendices (content usually not included in the word count)

Do not put results here: only the raw data should be presented in an Appendix. Some other materials may be usefully included in an Appendix (for example, blank questionnaires, copy of written tests used). Remember not to include anything in an appendix that has not been referred to in the text.

References and further reading

Levin, P. (2011) Excellent Dissertations. Open University Press.

McMillan, K. & Weyers, J. (2011) How to Write Dissertations and Project Reports. (Smarter Student Series) Harlow: Pearson Education Ltd.

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Gender Differences Social Media Dissertation

Cultural and Gender Differences in Information Sharing through Social Media

Dissertation Topic: Cultural and Gender Differences in Information Sharing through Social Media. The overall aim of the project is to take a closer look into the social media networking site Facebook and conduct my own research into how people generally use Facebook, the impact and implications Facebook has on a user, the thoughts on privacy with regards to Facebook and to see if a participants ethnic background has an effect on the way they use the site. I will also be analyzing both male and female participants to see if there are any significant differences with regards to their Facebook activity, what they post and what personal information they choose to share. During this study I will look closely into the attitudes of users when posting content, their own censorship and consideration for others when posting content of themselves and others.

At the end of this marketing dissertation I aim to have a clearer insight and a greater understanding into a users cultural or ethnic background and if this has any effect on the way that they use or see Facebook and if there are any outstanding correlations between variables also to see if there are any significant differences between male and female participants and how they use Facebook. Since the advancement of the Internet, Social Media has become a huge part to play in everyday life. Communication and Information sharing through different types of Social Media platforms is at its highest and more and more people are choosing to use these methods.

Cultural Gender Differences Information Sharing Social Media

This marketing dissertation aims to use a method that will help draw out concise results on how different cultures portray themselves through Social Media. This dissertation will consist of taking a close look as to how Social Media is used by individuals and the Social Media platform that has been chosen is Facebook. The dissertation will involve a number of phases; designing the specific method to collect the data required, carrying out the method, extracting the results collected from the method, finishing off with analysis and conclusiveness of the results. The outcome of this project is to be able to clearly differentiate between cultural groups and the way information is shared through Facebook.

Dissertation Aims

  • Gain an understanding between the use of Facebook among participants
  • Focus on ethnic background with regards to Facebook and the differences
  • Focus on the gender differences when using Facebook
  • Analyse and draw up valid conclusions based on Gender, Age, and Degree type and Personal preference i.e. Privacy on Facebook

Dissertation Contents

1 – Introduction
Overall aim of the project
Problem being addressed by the project
Motivations and usefulness of the project
Aims of the project

2 – Literature Review
Privacy on Facebook
Posting content to Facebook
Facebook Activity
Gender differences on Facebook
Cultures and Facebook

3 – Methodology
Research Methods
Individual Interviews
Focus Groups
Questionnaires
Methodology Choice
Construction of questionnaire
Data capture plan
Time length
Potential Challenges
Participants
Data

4 – Methodology Analysis
Overview of data collection
Questionnaire Responses
Data capture
Implications

5 – Facebook Results Analysis
Introduction
Gender
Gender and Privacy
Levels of concern with privacy on Facebook
Concerns of posting content on Facebook
Self-Censoring on Facebook
Posting personal information to Facebook
Sharing personal preferences on Facebook
The type of information publicised on Facebook
Facebook Friends
Ethnic Groups
Purpose for using Facebook and account creation on Facebook
The laws and restrictions on Facebook in China
Publicising information to Facebook based on ethnic background
Privacy concerns based on ethnic background
How participants portray themselves on Facebook
Degree Scheme
Consideration of others
Untagging a photo on Facebook
Gender and Ethnic Background
Sharing phone numbers and email addresses on Facebook
What participants Facebook Friends can see
Selecting the audience on your Facebook account

6 – Conclusion
Highlights of the project
Data Analysis
Background research
Self-reflection
Data collection
Questions
Feedback
Lessons learned
Original Objectives
Final statement

Bibliography

Appendix
Questionnaire

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Consumer Purchasing Behaviour Social Media

The Impact of Social Media in Influencing Consumer Purchasing Behaviour: A Study of Clothing Retailers

Title: Consumer Purchasing Behaviour and Social Media Influence. The impact of social media on the purchasing behaviour is an area of interest that has gained much interest and study in the 21st century. This research focuses in the ways in which social media has had an effect on the purchasing behaviour and most of the interest in the clothing and retail industry. The first part of the research will take a look at the various ways in which the social media influence has impacted on the purchasing behaviour. The different stages of purchase will be analysed in the background study, both before purchase, during purchase and after purchase behaviour and the influence of the different forms of social media on the same.

The data collection method that has been used during this research is the analytical study design. The researcher distributed questionnaires to a study sampled population, which consisted of university students at London South Bank University since they are considered to be the most consumers of social media. The results that were obtained indicted that social media has a very big influence on both the three stages of the purchase process. The recommendation, review and consumer motivation among others are the motivating factors that make the use of social media have a big influence on the purchasing behaviour of consumers.

Consumer Purchasing Behaviour Dissertation
Consumer Purchasing Behaviour Dissertation

This research will therefore have a big influence on the marketing strategy that will be used by future clothe retailers. It also gives an insight on the influence of technology and social media to be specific on the purchase behaviour of the modernised internet users. Therefore, more research should be done by clothe retailers on the best way to promote their businesses through social media.

Dissertation objectives

  • To determine the role of social media in influencing the pre-purchase phase of the consumer purchasing Behaviour lifecycle
  • To determine the role of social media in influencing the purchase phase of the consumer purchasing Behaviour lifecycle
  • To determine the role of social media in influencing the post-purchase phase of the consumer purchasing Behaviour lifecycle

Dissertation Contents

1 – Introduction
Background of the study
Statement of research
Study objectives
General objective
Specific objectives
Research questions
Significance of the study
The scope of the study
The study limitations
Research structure

2 – Literature Review
Social media
Social media marketing
Consumer purchasing behaviour
The role of social media in influencing the pre-purchase phase
The role of social media in influencing the purchase phase
The role of social media in influencing the post-purchase phase

3 – Research Methodology
Research Design
Population
Sampling Design
Sampling Frame
Sampling Technique
Data Collection Methods
Questionnaires
Research procedures
Data Analysis Methods
Limitations
Ethical Considerations

4 – Results and Findings
Description of the sample
Response Rate
Respondents’ gender
Social Media Sites
Time Spent on Social Media Sites
The role of social media on making purchase judgements
Frequency of Influence of Social media on purchase decisions in clothing Retail Industry
Social Media Influences on the Pre- purchase Stage Analysis in Clothing Retail Industry
Problem recognition
Information search
Evaluation of alternatives
Social Media Influence on the Purchase Stage Analysis in Clothing Retail Industry
Consumer Attitude in Purchase Stage
Consumer Motivation in Purchase Stage
Product Perception in Purchase Stage
Social Media Influence on the Post-Purchase Stage Analysis in Clothing Retail Industry
Feedback
Satisfaction and Dissatisfaction
Product Performance

5 – Discussion, Conclusions and Recommendations
Discussion
The role of social media in influencing consumer purchasing behaviour
Social media Influences on the Pre-purchase Stage
Social media Influences on the Purchase Stage
Social media Influences on the Post-Purchase Stage
Conclusion
The role of social media in influencing consumer purchasing behaviour in the clothing and retail industry
Social media Influences on the Pre-purchase Stage
Social media Influences on the purchase Stage
Social media Influences on the Post- Purchase Stage
Recommendations
Recommendations for further research

References

Appendix
Questionnaire

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Luxury Goods Consumer Purchasing Behaviour

Evolution in Consumer Experience and Purchasing Behaviour of Luxury Goods

Title: Consumer Experience and Purchasing Behaviour of Luxury Goods. This dissertation aims to determine whether behaviour changes in consumers have been affecting sales of luxury branded accessories over recent years. The research is significant to the luxury products particularly the sale of accessories within the fashion industry. The fashion and design industry stakeholders range from store-owners to merchandisers and business executives whose decisions reflect on the customer’s reactions and the behaviours toward product thus affecting sales of that particular product. The purpose of conducting this research is to find out whether the luxury products’ perception has depreciated over time due to impacts brought about by changes in customers’ behaviours. The research also aimed at determining whether luxury accessories have become readily available in the market and the impacts of the associated factors which make the brands less luxurious.

The consumer behaviour is basically affected by factors such as change in mode of communication, social networking, globalization, mass consumption, harmonization of the culture, e-tail, celebrity branding and the 2008 economic recession. The researcher has collected data from a wide range of literature such as academic sources and journals to help in finding out the main changes existing in consumers’ behaviour. These academic materials represent the theoretical section of this research. The research conducted involved carrying out interviews which were compiled per oral and written format. This were then sent to luxury retailers as a section of case study and later analyzed. The author finally managed to compare and contrast the obtained results on the theoretical analysis in parallel to the company case. The results were compared with a report conducted on luxury spending habits which have been published by the American Express representing part of this research discussion.

Luxury Goods Brands Dissertation
Luxury Goods Brands Dissertation

Dissertation objectives

  • To determine the consumer’s experience and purchase behaviour changes in the recent years within the luxury market
  • To find out whether the consumers’ behaviour changes phenomenon depreciates the luxury value of luxury brands
  • To find out whether the consumer experience and purchasing behaviour changes influenced consumption and consumerization of the luxury brands leading to the wider accessibility of luxury in the fashion industry

Dissertation Contents

1 – Introduction
Background of the study
The aim of the study
Objectives of the research
General objective
Specific objectives
Research questions
Research hypothesis
Research methodology
Expected outcomes
Problems and limitations
Theoretical framework

2 – Literature Review
Background information
The history and evaluation of luxury goods branding in high fashion
The key concepts
Accessories
The relationship between the price and quality in the luxury market
Globalization and changes in the luxury goods market communication
Social networking
Blogs
Mass consumption
The global marketplaces, global consumer culture and harmonization
E-tail
Celebrity branding and endorsement
Celebrities as a reference group
Celebrities as style icons
From the point of view of a fashion luxury brand
From the point of view of the luxury goods market as a whole
Future of the luxury products and market after the recession

3 – Research Methodology
Research Design
Data Collection Methods
Compiling Interviews
Sampling Frame
Piloting
Company Cases
ASOS
Helsinki 10
FINSK
Data Analysis
Limitations

4 – Data Findings and Analysis
Results
Discussion

5 – Conclusion
Recommendation
Scope for Future

References

Appendix
Questionnaires

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