Netflix Consumer Behavior

Netflix consumer behavior – This assignment focuses on a branded service – Netflix on the basis of co-creating value. Netflix is the leading American brand known for streaming services. In this case, Netflix is the brand and streaming is the service. Therefore, of focus in this assignment is developing a brand-image – various brand associations; brand-congruency by determining the level of congruency between the typical user’s image and brand-image.

The assignment also focuses on explaining the brand attitude of Netflix’s target audience, social-cultural influences, identifying any artefacts and rituals associated with the branded service, and the recommendation of the various ways of creating value for the customer. In general, this assignment is a piece communication, which provides the service brand (Netflix) manager with information about their socio-cultural, brand, and normative influences affecting and co-creating value for the target audience.

Brand Image

To begin with, it is hard to imagine a living room or boardroom where Netflix (branded service) requires an introduction. Currently, the branded service boasts of over 70 million subscribers across over 40 countries worldwide. Netflix has spurred hundreds of cable cancellations every day. This kind of growth for Netflix in recent years is partly attributed to the brand service’s image out there. According to Park & Lee (2005, p. 40), the success of a company stems, partly, from delighting customers in margin-enhancing, customers in hard to replicate ways, which ended up creating the kind of brand-image that is unique.

When it comes to Netflix’s brand-image, what comes to mind is authenticity and sustainability. The brand image has been built with the human spirit, and not necessarily ad campaigns (Pittman & Sheehan, 2015, p. 1). To the management, what comes to the mind of the consumer in reference to Netflix is that it provides streaming services, and the branded service is largely known for its positioning model. Park et al. (1991, p. 186) pointed out that the brand image is the unique story, which consumers recall when they think of a brand (PowerPoint Presentation Week 5, n.d. Slide. 26).

To the management, therefore, Netflix’s brand-image has points of parity, which are also the same as other brands in the same industry or different industry (Pittman & Sheehan, 2015, p. 1). These points of parity include innovation (also associated with the car brand – Tesla), reliability – also the case with Honda, and convenience (similar to Amazon). On the other hand, the points of difference for Netflix include the streaming TV shows, original content, and movies.

Brand Congruency

Brand congruency is made up of product brands and user-image. Brand congruency refers to a scenario where all the elements and touch points of the brand, in this case, Netflix, appears to have been cut from the same cloth. According to Stach (2015, p. 675), the brand congruence between the self-image of the consumers and the attempt of the brand image to explore consumer choices, for example, purchase intentions, preference of the brand, and usage and loyalty.

The degree of congruency between the brand image and typical user’s image is based on the brand evaluation, which relates to promotion message. In this case, Dolich (1969, p.5) pointed out that reminding consumers of their self-images, under the promotion message, there are positive considerations of brand congruencies given by the same consumers.

Accordingly, the degree of congruency between your self-image and the typical brand-user image is based on how the consumer uses the brand as a symbol; in this case, consumers consider brands with images or personalities, which are congruent with their self-image or brand personality (Stach, 2015, p. 674). In summary, the brand-image congruency involves self-schema, and it comprises of brand personality that is measured in terms of brand attitudes.

Brand Attitudes and Consumer Behavior

The brand attitude of the customer comprises of two main components – the strength of positive or negative relation/association, which the experiences of the customer towards a specific brand as well as the conviction of the accuracy of the brand (Gonzalez-Jimenez, 2017, p. 69). In this case, there are various brand attitudes towards the branded service – Netflix. For instance, Netflix consumer behavior has succeeded in creating a positive attitude towards its brand.

Here, the branded service has created the belief that it can either succeed or fail based on its ability to maintain and drive subscriptions (Malcolm-Boulton, 2016, par. 7). When it comes to emotions, Netflix comes with a feeling from the consumer that exhibit dynamism, excitement, and modern enthusiasm of subscriptions other than cable services.

Accordingly, Netflix services also trigger nostalgia as the branded service has managed to revive nostalgic shows such as the Gilmore Girls that is no longer available in cable services (Gonzalez-Jimenez, 2017, p. 68). Therefore, the brand attitudes directed to Netflix comes with excitement, curiosity, nostalgia, and a sense of control of specific shows to subscribe.

The Social-Cultural Influences

Netflix did not focus more on the sociocultural influences their services would have on individuals. In this case, Netflix’s social influences have led to the reduction of jobs; for example, Roettgers (2015, p. 1) observed that Netflix beat competitors operating retail outlets by embracing streaming services. There is the issue of identification influence where consumers have been influenced by Netflix because of its modernity, convenience, unique services, and the confidence it projects to the public (Wang, 2014, par. 16).

Identification influence, in the case of Netflix, is based on what Pittman & Sheehan (2015, p. 1) termed as “binge-watching.” “Binge-watching” is a representation of a radical shift from the 21st-century media consumption. This kind of influence comes with the unique services of the branded service, which means it can also be associated with Netflix’s normative influence.

As a result, because of the continued evolution of various manners of accessing the content of the program and the soaring dependency on various Internet devices, it is evident that Netflix’s normative influence has since been felt, and is evident in the “New Golden Age.” Additionally, Netflix consumer behavior has had a massive impact on the television viewership culture, which can be identified as a normative influence – social influence resulting in conformity (Merikivi et al., 2018, p. 113).

The branded service’s revolutionary recommendation system has also influenced how consumers conform to the norm and, in turn, has seen consumers shift to the company’s streaming services (Sheinin, 1998, p. 138). These influences have, in turn, result in various ethical considerations related to job opportunities and increased levels of unemployment that the branded service had to consider.

Rituals and Artefacts

There are rituals associated with the branded service – Netflix. One of the rituals is getting the Netflix subscription. There are steps to be followed in this ritual. First, it is important to identify the right devices that are compatible or support Netflix. These devices range from Apple TV, PS3, PS4, Android, Kindle, Xbox, and Microsoft Windows, among others. This is followed up by clicking the button – Start Your Free Month, followed up by creating the account which often requires a viable email address.

Once the password is created, it is important to choose your plan identified as Regular, Standard, and Premium plans (Roettgers, 2015, p. 1). These plans vary in quality and are followed up by entering your billing information and, thus, requires a credit card and billing information. It is also important to rate the sample selection, which involves selecting the film titles. This means using the Netflix DVD website for set-ups of specific orders. Once this ritual is done, you can watch the Netflix streaming services.

Netflix Consumer Behavior Essay — ***Fig 1: Part of the Netflix’s subscription stages/rituals***

There are artefacts associated with the branded service. First, there is compression artefact, making up the error code, involves an adverse effect of image degradation where the complexity of the image exceeds the necessary rate of recording. This artefact is associated with the branded service and is known for impacting the asset’s technical quality. In this case, Netflix, Inc. (2018, p. 1) noted that the customer experience is impacted negatively by the degraded image.

As a result, further downstream compression can massively exacerbate artefacts, which are found in the source. Accordingly, there are the artefacts under severity structure, and one of them is the News-Review – a minor blocking or artefact found at the sub-block or back region (Netflix, Inc., 2018, p. 1). Secondly, there is the Needs Fix, which is a macro-blocking or minor artefact, and normally appears as visible parts of the image. Therefore, these artefacts have negatively impacted the customer’s experience and perception of Netflix and are one of the issues the branded service is aware of.

Conclusion

Of focus in this study has been the branded service – Netflix, and is based on co-creating value. In this case, the study has determined the brand image of the streaming services company to be established by the human spirit, and not an ad campaign.

There is also the issue of brand congruency and has been on the basis of the distinct differences between the consumers’ self-image and image of the brand attempt to determine consumer choices namely purchase intentions, brand preference, and usage and loyalty. Accordingly, there are issues of brand attitudes, the socio-cultural differences such as normative influences, as well as the artefacts and rituals. Artefacts include compression artefact, Needs Review, and Needs Fix.

Recommendations

Following the above key elements of value regarding the branded service, Netflix, the manager should co-create value by understanding the various customer attitudes towards the brand. In turn, the manager should work towards modelling the values of the branded services to suit the customer preference and expectations. Secondly, the manager can co-create value by putting in place a team that can reduce the number of artefacts to improve the customers’ perception (Merikivi et al., 2018, p. 114).

Accordingly, the manager can co-create value by establishing a quirky customer service, which will give the branded service an edge; should focus more on being customer-centric, which will allow the company to fix search, browsing, and level of discoverability, and allow DVDs to fix its content gaps (Park & Lee, 2005, p. 44). Lastly, the manager can co-create value by ensuring that it informs its customer beforehand of the upcoming shows and films for better preparation on the side of the customer.

Bibliography

Dolich, I. J. (1969). Congruence Relationships between Self Images and Product Brands. Journal of Marketing Research, 6,1, 80.

Gonzalez-Jimenez, H. (2017). The self-concept life cycle and brand perceptions: An interdisciplinary perspective. Ams Review: Official Publication of the Academy of Marketing Science, 7, 67-84.

Malcolm-Boulton, C. (2016). The good, the bad and the binging: How Netflix has impacted on modern society.

Merikivi, J., Salovaara, A., Mäntymäki, M., & Zhang, L. (2018). On the way to understanding binge watching behavior: the over-estimated role of involvement. Electronic Markets, 28,1, 111-122.

Netflix, Inc. (2018). Compression Artificing.

Park, C.W, Jaworski, B.J. & MacInnis D.J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50, 135-145.

Park, C. W., Milberg, S. & Lawson, R. (1991). Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency. Journal of Consumer Research, 18, 185-193.

Park, S. & Lee, E. M. (2005). Congruence between Brand Personality and Self-Image, and the Mediating Roles of Satisfaction and Consumer-Brand Relationship on Brand Loyalty. In AP – Asia Pacific Advances in Consumer Research Volume 6, eds. Yong-Uon Ha and Youjae Yi, Duluth, MN: Association for Consumer Research, Pages: 39-45.

Pittman, M., & Sheehan, K. (2015). Sprinting a media marathon: Uses and gratifications of binge-watching television through Netflix consumer behavior. First Monday, 20, 10.

Sheinin, D.A (1998). Positioning Brand Extensions: Implications for Beliefs and Attitudes. Journal of Product and Brand Management, 7(2), 137-149.

Stach, J. (2015). A conceptual framework for the assessment of brand congruent sensory modalities. Journal of Brand Management, 22, 8, 673-694.

Wang, U. (2014). How the Netflix model impacts the environment, economy and society.

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Maslow Hierarchy of Needs

Application of Hierarchy of Requirements by Maslow in Ads

Title: Maslow hierarchy of requirements in advertising. The pyramid of requirements was developed in the 1940s by Abraham Maslow, and its theory is still suitable today for the understanding of management guidance, personal inspiration, and personal development. Maslow ideas in the hierarchy of needs of the employer’s responsibility to offer a work environment that enables and encourages employees to have their unique potential fulfilled are more related today.

There are various versions of Maslow’s pyramid of requirements explained by other scholars which have additional levels to the original model (Ciobanu and Ciobanu, 2015). The levels in Maslow’s order of needs are; safety needs, psychological needs, social needs, self-actualization needs, and esteem needs. The paper will discuss two international advertisements in relation to the Maslow’s needs Hierarchy, analysis of publications by use of market segmentation concepts, the international version of the ad, and the differences of the ads internationally, and finally the marketing and psychology aspects utilization in the advertisement for change.

Cadbury chocolate advertisements cater to the safety need in the hierarchy which is essential for making a buyer decide to purchase the product (Wells, 2015). Chocolates are known as friendship and love signs. There is social needs fulfillment in the Cadbury ads as there are special boxes provided by Cadbury used for the celebration of cultural events festivals that unite people giving a feeling of belongingness and love.

Maslow and Coca-Cola

Coca-Cola ad appeal to different needs at various levels of Maslow’s hierarchy. Coca-Cola makes its products to appear the most effective quencher of severe thirst as most of its ads are done in summer places such as baseball games, hence fulfilling the psychological need of its customers (Marlow, 2015). Coca-Cola ads portray the consumption of sodas at a family gathering of the party which emphasizes unity thus meeting the social belonging and love needs for its customers. In the Coca-Cola ads, sodas seem a famous symbol that brings respect and admiration to those who use them hence fulfilling esteem and self- actualization need.

Market segmentation is the combination of various customers into general needs and similar response to a marketing action. To segment a market there are different conducts to consider including psychographics, which looks into client’s psycho group, demographics, that concentrates on the type of client and behavior which bases on the actions of the client.

Coca-Cola organization uses consumer division of criteria and market into various clusters like profile, social and psychographic. Consumer value creation in Coca-Cola and good performance is a tragedy to convince people to buy their products. In its official website, the company outlays its pride in its partnership with the Olympic Games strengthening its reputation. In Coca-Cola ads, its seen people in summer quenching their thirst using Coca-Cola (Laudan, 2015). Its slogan of “open happiness with Coca-Cola” helps increase its sales as it shows highlights the consumption of Coca-Cola in family gatherings and parties. The Coca-Cola ads align with the company’s mission in that it refreshes an individual’s body mind and spirit, it makes a difference by creating value to customers and inspires happiness and optimism moments through actions and brands.

A Coca-Cola advert takes place in Naples, Italy where Simone Rugiati famous chef creates a dining room that is flashy and invites passersby to join him. They all wait after the chef sets a makeshift table and posts a sign saying “let’s eat together” they all enjoy the Coca-Cola Happiness table.

Coca-Cola international ad “teach the world to see” symbolizes a delightful and multiculturalism that is angelic. It portrays the Coca-Cola image as uniting people. Also, Coca-Cola presents an image of individuals that are bright future-oriented and are part of the process of its success (Aeschelmann, and Carus, 2015). Although the ad was American viewers targeted it has a universal and global message that makes people feel like it was made for everyone. Marketing and psychology are utilized in the Coca-Cola ad to bring emotional change in the viewers to boost its market, for instance when the Coca-Cola company changed its ad from “open happiness” to “taste the feeling” there was maintenance if happiness focus with people connecting and engaging in activities. This portrays the feeling of belonging and love.

Evidently, Maslow’s needs hierarchy is vital in marketing advertisement as the company’s show concern in various needs of its customers as outlined in the levels of hierarchy. The Coca-Cola international ad caters for psychological, social, emotional, esteem, and self- actualization needs. Cadbury chocolate advertisements cater to the safety and social needs of its customers. When the hierarchy of needs is considered in the advertisements, the firms can meet their missions on sales and marketing.

References

Aeschelmann, F., and Carus, M., 2015. Biobased building blocks and polymers in the world: capacities, production, and applications–status quo and trends towards 2020. Industrial Biotechnology, 11(3), 154-159.

Ciobanu, C. I., and Ciobanu, O. M., 2015. The Impact of Eco-marketing in Qol Improvement. Calitatea, 16(S1), 672.

Laudan, R., 2015. Cuisine and empire: Cooking in world history (Vol. 43). Univ of California Press.

Marlow, M. L., 2015. The American Dream? Anti-immigrant discourse bubbling up from the Coca-Cola ‘It’s Beautiful’advertisement. Discourse and Communication, 9(6), 625-641.

Wells, L., 2015. Photography: a critical introduction. Routledge.

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Science Marketing and Art Marketing

Science Marketing and Art Marketing: Marketing research and branding

Science Marketing and Art Marketing: Marketing research is the processes through which the marketing managers collect relevant information about their product and the customers. It also involves an evaluation of the necessary strategies required to develop the correct product that will capture the attention of the customer. It provides the basis for the development of the correct marketing mix and the correct style of marketing. Branding, on the other hand, is the process through which a business develops and creates a unique image and name for a product in the customer’s perspective.

Branding incorporates information marketing research to create a brand that is attractive and present in the customers’ mind. The information from marketing research is important as it presents the customer’s expectations. In other words, branding is the art through which the marketing management delivers the customer’s expectations. It is the means through which the marketing management showcases creativity and ability to meet the customers’ expectation. Combining the two strategies creates a mix of art and science that delivers the right product in the eyes of the customer.

Market research

Market research is the process through which managers gather important information about the product from the consumer. It is a science because it involves a combination of processes designed to gather information and knowledge. The science of market research is objective because it aims at gathering relevant information about the customers. Its main objective is to determine the viability of the product from the perspective of the customer. Market research is the process through which the company identifies the possible market and the customer base for the product. It involves understanding the needs of the customers and the means through which the company can modify the product to meet the customer’s expectation. Also, market research involves gathering the necessary information about the customers’ purchasing power and the ability to purchase the product. Through market research, the company can determine the best marketing mix that would help maximize revenue (Burns et al. 2014). Also, the company can use market research to gather information about preexisting segments in the market. Hence, market research is also useful in market segmentation and product differentiation.

Market research is an objective process that involves the identification of the desired market and the development of strategies for information gathering. The management must also analyze the data collected to extract useful information (Burns et al. 2014). It involves the collection of qualitative and quantitative data concerning the customers. The company can either correct the data directly or through existing research. Therefore, the company has to decide whether to use primary or secondary data sources. Primary data refers to the type of data that has not been used in prior research and that the company collects through primary data collection tools. Secondary data, on the other hand, refers to information gathered in a prior research.

The use of prior research implies that secondary data collection involves another entity. When a company chooses to use primary data collection methods, the management has to decide on the objective of the research. The management can decide to collect answers to previously identified issues. Therefore, the management identifies areas of concerns and seeks to collect answers to the questions through market research. The management may also choose to identify new issues in the market. Using this route, the management seeks to collect an array of questions that the customers would like answers to. Whether the company chooses secondary or primary data, the main purpose of market research remains the same, the company seeks to fulfill a certain set of objectives.

Market research is mostly applicable or put into use when an organization seeks to venture into a new market. It is also necessary when the company seeks to rejuvenate its market competitiveness or brand position. Organizations may also opt to identify the characteristics and needs of a special group in its marker. Researching the market may also be necessary when the company seeks to introduce a new product in its existing market (Burns et al. 2014).

Based on the reason behind market research, every form of research will have different objectives and strategies for obtaining the required set of information. For example, a company seeking to venture into a new market has to conduct an investigation of the current interest for the product in the new market. In other words, the organization must collect information to justify the viability of the new product in the target market. Based on the outcome of the research and information gathered, the management can then decide on whether to actualize the plan. If the company establishes that the customers have a viable interest in the product, the move to invest in the new market becomes feasible. However, interest alone is not enough to make a decision to venture into the new market. The organization also has to investigate the price viability and customers’ ability to purchase the product. Hence, the management must develop a strategy that answers all the necessary questions

Branding

Branding is the means through which the management answers to the expectations of the customer by providing the product in a manner that the customers are likely to accept. It involves positioning the product in the mind of the customer and presenting the product in a likable manner. It is an art because it involves the use of knowledge and skills to develop a product. The art of developing a brand is subjective to the information gathered and the need to present a final product that meets the customer’s needs and expectations. Branding involves the development of the product and means to position the product in the minds of the customers (Latif et al., 2014). Therefore, the art of branding involves the physical aspect of designing and developing the brand in form of the product appearance and composition. The physical aspect of branding involves the development of an attractive and memorable product. The physical aspect of branding involves creatively designing the aspects of the company that relates directly to the customer. One is the physical appearance of the product. A good example of vigorous branding is the Fanta brand of Coca-Cola that continuously changes shape and appearance to capture the customers’ attention.

Similarly, physical branding involves the development of the company’s logo in a unique and appealing manner. The logo is the main identifier for any given organization. Its uniqueness determines the company’s ability to position itself in the market (Latif et al., 2014). Therefore, the company must design the logo uniquely and outstandingly. It also involves the development of a company slogan. The slogan must reflect the values of the company and appear in a manner that keeps it viable in the eyes of the customers. Like the logo, the slogan will most likely be visible to the customers at all times. Hence, the slogan must stand out in the market. Most companies identify by the brand. A well-established brand often appears to be similar to the company. Most customers consider the brand to be the same as the company (Latif et al., 2014). Even for companies that have a brand name different from the company name, customers often confuse the company with the brand.

The art of branding involves several aspects that define the company’s position in the market. Brand positioning is particularly important in marketing (Latif et al., 2014). It involves the setting up the brand in a manner that is noticeable and memorable. The brand position is a marketing strategy that is directed at creating a unique appearance to the customers. Other than the design of the logo and the slogan, positioning the brand may also include printing the brand name, logo, and slogan on the company products. The art of positioning has evolved to include online presence and ease of accessibility of information in social media and on the internet. The company can also improve the position of the brand by carefully placing the logo or the slogan in the customers’ daily activities. The Coca-Cola Company is usually very active in brand positioning. For example, the share a coke market campaign positions the company logo and slogan at the heart of summer celebrations. The company also uses promotional campaigns to position the brand in sports and other activities to keep the brand in the customer’s minds.

Science Marketing and Art Marketing

Marketing requires a combination of science and art to achieve its objectives. The application of scientific strategies in marketing allows marketing managers to collect sufficient data. It allows managers to track marketing expenditure and effectiveness. According to Gross (2017), the ease of data collection and marketing research through digital marketing enables the success of marketing strategies. Such a scenario indicates the importance of data collection and market research. According to Gross (2017), the integration between science and art in marketing guarantees the success of any marketing campaign. The organization must find a balance between the art and science of marketing in order to achieve the objectives set. Strategic marketing management is the simply the development of strategies that combine the art and science in marketing. It involves developing the necessary skills and techniques that enable the company to achieve its marketing objectives.

Therefore, market research and branding are simple methods of defining a multifaceted and complex science and art marketing. The discipline involves developing a synergy between the science in market research and the art in branding. The data collected in market research is helping the company to design and develop a unique and lasting market brand. Other marketing strategies whether art or science come into play to make the processes successful. For example, marketing managers can employ strategic marketing to develop strategies for the implementation of research and branding. Similarly, the marketing managers can employ product design in branding as described above to position the brand on the products. By combining marketing science and art, marketing managers develop strategies to achieve marketing objectives. Therefore, the two forms of marketing must work together for the betterment of the marketing department.

References

Burns, A. C., Bush, R. F., & Sinha, N. (2014). Marketing research (Vol. 7). Harlow: Pearson.

Gross, J. (2017). Marketing: The Convergence of Art and Science. Forbes. December 1. 2017.

Latif, W., B. Islam, A. & Mdnoor, I. (2014). Building Brand Awareness in the Modern Marketing Environment: A Conceptual Model.

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Dissertation E-Marketing Strategies

E-Marketing Strategies for Changing Brand Perception – A Case Study of Nike

E-marketing manages to promote the product across the globe so that required market can be grabbed in a short interval of time. Academics suggest that e-Marketing strategies are found to be effective in this era as customers are more related to the technology this is why E-marketing supports in the quick expansion of product. The study is based on the case of Nike and its consumers, therefore the target respondents of the study included the consumers of the brand Nike.

In addition to this the marketing managers of Nike were also participants if the research since their views were important for evaluating the online marketing strategies used by a brand and its impact realized at the company’s end. A comparison of traditional approach and modern approach of marketing has also been presented to assess that which marketing communication channel is appropriate for an organization and what are the benefits an organization can acquire after the application of modern marketing approach. This study supports in understanding the involvement and impact of involving technology in the marketing procedures; the impact of such practices in the advancement of the sales of the firm is also stated as the scope of the study.

The assessment of the impact of E-marketing in shifting the customer’s perception is the significant fact that further supports in understanding the importance of advanced technologies in marketing. In this era, internet has become the basic tool that has been used by the customers for their daily routine affairs; internet is known as basic implement that has been expended for communication, business, shopping and other affairs. Moreover, in this study, the impact of different strategies such as emailing, text messaging and visual messaging on the consumers’ brand perception is realized through this study.

Dissertation Objectives

In order to conduct the research, it is important to create some objectives based on which the conclusions and analysis can be made. The objectives of the research are cited below:

To study the conceptual framework of e-Marketing tools used by organizations
To highlight the use of e-Marketing by organizations to boost brand image
To analyse the impact of e-Marketing on the brand image of Nike
To present a set of recommendations to Nike on how to improve their brand image and use e-Marketing tools

1 – Introduction
Background of the Study
Problem Statement
Research Aim
Research Objectives
Research Question
Scope of the Study
Motivation of the study
Outline of the study

2 – Literature Review
Concept of E-Marketing
Traditional Marketing in contrast with E-Marketing
Framework of E-marketing Tools and Techniques
Strategies of E-Marketing
Advantages and Disadvantages of E-Marketing
Brand Image
Brand Perception of Customers
E-Marketing and Brand Image Integration
Benefits of E-Marketing and Brand Image Integration
Chapter Summary

3 – Methodology
Research Framework
Customers’ brand Perception
E-marketing Strategies
Email technique
Visual illustration of text message
Means for social sharing
Hypothesis Generation
Pilot testing
The Variables and Measurements
Sampling and Data
Sample Selection
Sample Size
Description of Data
Data Collection Instruments
Techniques for Data Analysis
Ethical Consideration

4 – Data Analysis
Reliability test
Descriptive Frequency Analysis
Regression analysis
Hypothesis assessment

5 – Discussion
Discussion

6 – Conclusion
Findings of the Study
Area of Future Studies
Recommendations
Limitations of the research

References

Appendices
Questionnaire

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Marketing Dissertation Price Supermarket Industry

Investigating the Impact of “Price” As a Positioning Factor in the UK Supermarket Industry: A Study of Tesco

Dissertation Topic: Price Positioning in the UK Supermarket Industry. Tesco is currently the market leader in the UK retail industry (and has been since 1995), since the launch of the Tesco Clubcard. It has been claimed that Tesco has created customer loyalty by introducing the Clubcard. However, it is possible that the Clubcard does not necessarily create loyalty; rather, it helps the company to understand and predict customer behaviour, and to an extent, influence customer behaviour through various price deals and offers.

It has been established that customer loyalty can certainly improve the probability that an organisation’s profits will increase. In the case of Tesco, loyalty has not actually been created although the company has established a way of predicting and influencing consumer behaviour (to an extent) through the loyalty card. Since customer satisfaction is one of the key ingredients that contributes towards customer loyalty, it can be said that at the moment, Waitrose, Aldi, and Lidl are at a better position to create customer loyalty, for whatever reasons.

Customers generally do not differentiate the companies based on the prices they offer, rather, they differentiate the products based on the perceived quality. The problem is that companies such as Tesco, Morrisons, and ASDA have similar price structures, and as such, pricing may not be the point of difference for the consumers. Tesco’s positioning on the basis of price (every little helps) may not help the company to gain a significant advantage over the competitors, although it may contribute to maintaining this advantage.

Dissertation Objectives

Based on the assumption that pricing is not the factor by which consumers differentiate companies, the following research objectives have been composed:

To analyse the extent to which pricing is a differentiating factor (as seen by the customer) that influences consumer buying behaviour in the supermarket industry
To identify whether price positioning (as seen by the customer) is a viable option for supermarkets

1 – Introduction

Statement of the Problem
Research Objectives
Research Questions
Hypothesis
Dissertation Outline

2 – Research Methodology
The Research Philosophy
Ontology
Epistemology
Position on Philosophy
Research Approach
Deduction
Induction
Combined Approach
Research Design
Research Strategy
Grounded Theory
Ethnography
Case Study
Data Collection Techniques
Sampling and Population
Focus Group Interviews
Questionnaires
Scope and Limitations
Gaining Access and Research Ethics

3 – Literature Review
Price Image Dimensions
Price-Quality Link
Price as a Market Cue
Ego-involvement and Price
Price and Retail Patronage
Price Premiums and Brand Equity
Role of Price in Strategic Positioning
Expectation Theory in Consumer Behaviour
Henry Assael Model

4 – Discussion and Analysis
Qualitative Research Report and Analysis
Quantitative Research Report and Analysis
Discussion on the Findings
Is price a differentiator in the supermarket industry?
Is the low end price position viable for retailers?
The Hypothesis

5 – Conclusions

References

Appendix
Questionnaire Summary

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I hope you enjoyed reading this post on the Impact of “Price” As a Positioning Factor and how it affects the UK Supermarket Industry. 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.