Category: Marketing Dissertations

Our sample marketing dissertations will prove helpful in formulating your own dissertation topic, objectives, literature review, methodology and analyses. Our sample marketing dissertations are an ideal tool for any student struggling to start their own marketing dissertation.

Marketing is an essential part of any business and there are many elements of marketing. By browsing our collection of marketing dissertation titles, you will get ideas for your marketing dissertation through the following marketing subjects:

Relationship Marketing, Branding, Direct Marketing, Marketing Cultures, Advertising, Consumer Behaviour, Marketing Trends, International Marketing, Online Marketing, Social Media Marketing, Strategic Marketing and Marketing Ethics.

Marketing Dissertation Topics

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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Download This Dissertation Here: Consumer purchasing behaviour Dissertation

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Media Selection Food Advertising Dissertation

Media Selection of Food Campaign Advertising in Thailand and the UK

This dissertation aims to examine the relevant data that is available in the food advertising in the UK and Thailand. This is done with the aim of improving the overall efficiency of food advertising in both countries. The research design is both qualitative and quantitative. It makes use of online and paper-based surveys that target consumers and professionals in the advertising industry. The online survey is focused on consumers in order to identify the important factors that influence their purchasing decisions when making food purchases.

The dissertation based survey is used solely in the UK and targets the advertising professionals in order to identify which factors can improve advertising efficiency. The research findings show that there is a strong correlation between child advertising and obesity in both the UK and Thailand. It also shows that responsible food advertising can contribute to healthy eating in both countries among children and adults. The limitations of the study are that qualitative data from advertising professionals in Thailand could not be availed and this compromises the overall quality of the study.

Media Selection Food Advertising
Media Selection Food Advertising

The main recommendation is that there should be less government and more peer-to-peer regulation. This will reduce the advertising on children that promotes obesity while also improving the overall health of the adults. This study has value by contributing to the overall knowledge of food advertising in the UK and Thailand. This is important when considering the scarcity of information about food marketing in Thailand.

The impact of advertising is important in the food industry in influencing the choices that consumers will make with regards to the food they will purchase. Advertising is able to change the perceptions on what is healthy and appealing and also in stimulating the desire to purchase some certain foods. Consumer eating habits have been changing over the years and this has been significantly influenced by the images and pictures they are exposed to through advertising. The main objective of this research paper is to study the influence of media and advertising on the consumer in terms of the interest it elicits to purchase certain foods.

It will try to identify which media used is the most effective. This will be important in suggesting ways in which food companies based in the UK and Thailand can increase their efficiency in marketing.

Research Questions

  • What is the most appropriate advertising for a food campaign in Thailand and UK?
  • What is the best media which can motivate the consumer to purchase food in Thailand and the UK?
  • How does a buyer decide to buy food in Thailand and the UK?
  • What are the main factors that the consumer considers in selecting media in Thailand and the UK?
  • How can the efficiency of advertising be increased in Thailand and the UK?

Dissertation Contents

1 – Introduction and Background
Background
Objectives of the study
Research Questions
Conclusion

2 – Literature Review
Theories of advertising
Advertising Communication Models
AIDA Model of communication
Hierarchy-of-effects model of advertising Communication
The Innovation-Adoption Model
The high-low involvement model
Consumer Behavior Models
Anatomy of Purchase theory
Cognitive-dissonance theory
Cognitive-response theory
Stimulus-Response theory
Effects of advertising on children
Advertising Repetition
Characters in advertising
Pester power
Food and beverage advertising for children
Advertising Industry in the UK
Effects of food advertising on adults in the UK
Effects of food advertising on children in the UK
Advertising industry in Thailand
Effects of food advertising on adults in Thailand
Effects of food advertising on children in Thailand
Literature Review on the food industry
Classifications of innovations in the food industry
The effect of advertising on the efficiency of food distribution
UK Food industry
Food industry in Thailand

3 – Research Methodology
Research Design
Procedure
Limitations

4 – Findings
Analysis of research questions
Findings of Quantitative Method
The time spent on food advertising
Strategies used in food advertisement
Promotion channels for food advertising
Discussion

5 – Summary and Conclusion
Limitations
Recommendations

References

Appendix
Questionnaire

Download This Dissertation Here: Media Selection Food Advertising Dissertation

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I hope you enjoyed reading this post on media selection and how it affects food advertising in Thailand and the UK. There are many other titles available in the Marketing Dissertation Collection that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.

Consumer Behaviour China Automobiles

The Automotive Industry in China: Perspectives on Consumer Behaviour of Domestic and Foreign Produced Automobiles

Keywords: Consumer Behaviour China Automobiles. China is the biggest consumer and producer of automobiles in the world today. In spite of this there has not been enough research in the field of Chinese consumer behavior. This particular study investigates the significance of country image and country of origin in Chinese consumer purchase intentions and evaluations of automobiles. The respondents were located in different cities of China who were surveyed.

Conjoint analysis had been used for deriving the significance of country of origin compared to other attributes in making preference judgments whereas multiple regressions were used for deriving the significance of country image in the purchase intentions. It was seen that country of origin is as significant as brand name and more significant than safety, reliability and price in making product evaluations. It was also seen that workmanship, reliability and superior prestige were the most significant reasons for the purchase preferences of the Chinese respondents for the foreign automobiles compared to the Chinese brands.

Consumer Behaviour China Automobiles
Consumer Behaviour China Automobiles

The results for the domestic and foreign manufacturers along with their implications have been discussed. The main aim of this research is to examine current situation of Chinese auto industry and the factors which have contributed on the success of immense growth rate of Chinese auto industry confronting severe competition from foreign automobile companies.

Dissertation Objectives

  • To study the current Chinese auto industry and the growing competition in the industry
  • To evaluate the concept of consumer behaviour and the factors impacting the consumer buying behaviour with respect to auto industry
  • To review factors motivating the investment in Chinese auto industry
  • To study the factors which may hamper the growth of Chinese auto industry as a result of growing foreign giant companies.

Dissertation Contents

1- Introduction
Background
Research Question
Research Aim
Research Objectives
Research Rationale

2 – Literature Review
Consumer Behavior
Constitution of Consumer Behavior
Consumer Decision Making
Influencing Factors of Consumer Behavior
Motivation
Perception
Learning and Memory
Attitude
Self-concept and Life styles
Environmental Factors
Chinese’ Attitudes to Domestic and Foreign Goods
Overview of Key FDI Theories
FDI Motives and Determinants
Geographic and Cultural Closeness

3 – Research Methods
Purpose of Research
Research Methodology Adopted
Research Paradigm
Research Approach
Research Strategy
Primary Data
Design Data Collection
Validity and Reliability

4 – Findings and Analysis
Survey Findings
Findings on Factors affectng Consumer Behavior in China
Analysis of Findings from Secondary Research
Chinese Automobile Industry – Porter’s Five Forces
Bargaining Power of the Buyers
Bargaining Power of Supliers
Drivers of Supplier Power
Threat of New Entrants
Threat of Substitutes
Discussion
Key Findings

5 – Conclusion

References

Appendix
Questionnaire

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Download This Dissertation Here: Dissertation China Automotive Industry

I hope you enjoyed reading this post on Chinese consumer behaviour and how it affects domestic and foreign produced automobiles. There are many other titles available Marketing Dissertation Examples that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.

Marketing Dissertation E-Commerce Thailand

The Role of E-Commerce in Marketing of Coconut Oil in Thailand

E-commerce has been defined as the process in which buying and selling of goods and services is done on the Internet via online services. The number of e-commerce users in Thailand is currently 12.1 million and is expected to rise with an additional of 1.8 million users doing businesses online by 2021. The major contributor to the increased use of e-commerce marketing services according to the respondents is the increased use of Internet services where many can access it on their smart phones and personal computers. With the onset of smart phone penetration in Thailand many people have the ability to access Internet easily therefore increasing the numbers of online shoppers.

The dissertation focuses on uncovering the critical role of e-commerce in marketing of coconut oil in Thailand. According to the outcome of the research that involved 80 respondents out of 100, 92.5% strongly agreed that e-commerce has a vital role in increasing the sales of coconut oil products in Thailand. A mean of 1.1625 that was recorded signify a direct relationship between the increase in sales and the use of e-commerce marketing services.

Ecommerce marketing channels such as website and social media have been listed as the leading channels that have shaped the field of marketing coconut oil because many customers have now shifted to the use of such channels in carrying out all their business transactions. 96.2% of the respondents strongly agreed that Internet is the driving factor behind the increased use of e-commerce marketing channels because a larger number can access it through their smart phones and personal computers anytime and anywhere.

E-Commerce Marketing Dissertations
E-Commerce Marketing Dissertations

The research finds a direct influence of e-commerce marketing services on consumer behaviour towards the ability to make coconut oil purchases. 92.5% of the respondents indicated that e-commerce services mostly determines who to buy or not buy the products in most cases attracting many people to make purchases due to their ease and fast way of doing transactions.

Dissertation Objectives

Research objectives are very important in providing the expectations of the study. They have acted as guidelines towards developing a good research paper. The main objectives of the study include;

  • To investigate the role of ecommerce in the marketing of coconut oil in Thailand
  • To analyze the commonly used ecommerce marketing channels in Thailand
  • To examine consumer behaviour in relation to the use of ecommerce in marketing of coconut oil in Thailand

Dissertation Contents

1 – Introduction
Research Objectives
Research Questions
Research Hypothesis
Chapter Overview

2 – Literature Review
History of ECommerce
Summary of the History of ECommerce
Theories explaining the rapid growth of e-commerce
Examples of E-commerce Businesses in Thailand
Online Shopping
Electronic Payments
Online Auctions
Internet Banking
Online Ticketing
Types of Ecommerce in Thailand
Business to Consumer (B2C)
Business to Business (B2B)
Consumer to Business (C2B)
Consumer to Consumer (C2C)
Consumer to Administrator (C2A)
Business to Administrator (B2A)
The Role of ECommerce in Marketing
Planning a content or suitable marketing strategy
Automated email marketing campaigns
Diversification through social media
Enhances personalization strategy
Ensures original content
Advantages of using ecommerce in marketing
Sites of E-commerce in Thailand
Online payments
Mobile Ecommerce
Social media and Digital marketing
E-Commerce Marketing Channels in Thailand
Pay-Per-Click (PPC)
Re-Targeting
Search Engine Optimization (SEO)
Affiliate Marketing
Email Marketing
Banner Advertising
Chatbot Marketing
Consumer Behaviour and Values in Ecommerce
Factors Influencing Customer Behaviour in Ecommerce

3 – Research Methodology
Research strategy/design
Research philosophy
Research approach
Research methods
Research Sample
Data collection
Data analysis
Ethical Considerations

4 – Data Presentation, Evidence, Analysis and Discussion
Role of E-commerce in Marketing
Promoters of E-commerce Marketing
E-commerce Marketing Channels
Leading E-commerce Channel in Marketing of Coconut Oil in Thailand
Consumer behaviour
Online marketing services vs. the traditional marketing services
Findings of Quantitative Method

5 – Discussion and Limitations of the Study
Discussion
Limitations

6 – Conclusion and Recommendation of the Study
Conclusion
Recommendations

References

Appendix
Online survey Questions

Download The Dissertation Here

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I hope you enjoyed reading this post on The Role of ECommerce in Marketing. There are many other titles available in the Marketing Dissertation Collection that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.

Customer Buying Behaviour Dissertation

Customer Buying Behaviour Towards Store Own Brand Products: A Case Study Of Tesco

This dissertation aims to address and understand how customers behave when they are aware of store own brands. What types of customer buying behaviours are commonly observed in this situation? For this purpose, three specific questions were made that included What are the factors affecting consumers’ buying behaviour towards store brands, particularly offered by Tesco? What kinds of effective strategies (marketing and distribution) can be adopted by the management of Tesco and other retailers to sell store brands selling in order to fascinate buyers? And what is the buying behaviour/attitude of customers towards purchasing of Tesco own or store Brand and what types of buying attitudes are used by the people for purchasing process? Using the quantitative research approach, the data was collected from 50 participants and analysed through SPSS.

Buying Behaviour Dissertation
Buying Behaviour Dissertation

The results of the study highlighted that customers’ behaviour is changing over time towards Tesco store brands. These changing customers’ behaviours belong to different types such as dissonance behaviour, complex buying, variety seeking, and habitual attitude. The results concluded that price, innovation, quality, brand image, and customers’ age and gender consideration are the key factors influencing customers’ buying attitude. The study suggests that improvement in innovation, high promotion through different mediums, effective pricing (element of marketing mix approach) and business extension can be adopted as influential strategy to attract customers more towards Tesco store brands.

Dissertation Objectives

  • To explore the attitudes (types of behaviours) of buyers towards Tesco Own/Store Brands and to reveal some important aspects behind buying trends
  • To find the factors affecting consumer behaviour of people towards store brands
  • To evaluate the effective strategies (marketing and distribution) that must be considered or continued by store brands selling retailers like Tesco in order to fascinate buyers towards store brands

View This Dissertation Here

Dissertation Contents

1 – Introduction
Background and Rational to the Study
Problem Statement
Research Aim(s) and Objective(s)
Research Question(s)
Main Question
Sub-Question(s)
Potential Contribution of the Study/Significance

2 – Literature Review
Customers’ Behaviour and Store Brands’ Buying
Store Brands or Own Brands
Customer Behaviour in the Context of Store Brands
Types of Customer Behaviour and Store Brands
Complex Buying Behaviour
Dissonance-Reducing Buying Behaviour
Habitual buying behaviour
Variety Seeking Behaviour
Factors Affecting Consumer Behaviour (Positive/Negative Determinants)
Impact of Influencing factors on Store Brands’ Demands and Businesses
Effective Strategies to Fascinate Customers towards Buying of Store Brand

3 – Methodology and Design
Research Philosophy
Research Design and Strategy
Research Approach
Data Collection Method
Sample Population
Data Analysis
Ethical Consideration

4 – Case Study

5 – Findings and Analysis
Participant Details
Descriptive Results

6 – Discussion
Discussion Based on Research Questions

7 – Conclusion

References

Appendix
Questionnaire

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I hope you enjoyed reading this post on Customer Buying Behaviour Towards Store Own Brand Products. There are many other titles available in the Marketing Dissertation Collection that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.