How does the promotion strategy effect the customer purchase Dissertation

How does the promotion strategy effect the customer purchase - Dissertation Example This was a qualitative study based on primary data collection through questionnaire. The objectives of the study have been achieved. The study finds that advertising has a long-term orientation while other elements of the promotion mix, such as sales promotion, publicity and interactive promotions have an immediate impact resulting in consumer purchase. Sales promotion initiatives such as free offers and coupons tend to draw consumers instantly. Online marketing through social media platforms fetch tremendous publicity. These build awareness which, with further constant promotions can give rise to interest and desire to purchase the brand. Thus, promotions first create a brand perception on the minds of the consumers and then gradually turn them into consumers. However, there cannot be a set strategy applicable to all companies or products and services. The study concludes by highlighting the limitations and making recommendations for further research on the subject. Table of Content s Chapter I Introduction 1.1 Background 1 1.2 Purpose of the Study 3 1.3 Research Aims & Objectives 4 1.4 Research Question 4 1.5 Structure of the Study 4 Chapter II Literature Review 2.1 Definition of Promotion Strategy 6 2.2 Importance 7 2.3 Successful Promotion Strategy 8 2.4 Other effect on Customer Purchase 9 2.5 Relationship between promotion strategy and customer purchase 10 2.6 Conclusion 11 Chapter III Methodology 3.1 Research Philosophy 12 3.2 Research Approach 12 3.3 Research Design 13 3.4 Data Collection 15 3.5 Data Analysis 16 3.6 Validity & Reliability 16 3.7 Ethical Considerations 17 Chapter IV Findings and Discussions 4.1 Chapter Overview 19 4.2 Findings 19 4.3 Discussions 27 Chapter V Conclusion and Recommendations 5.1 Conclusion 33 5.2 Limitations 35 5.3 Recommendation for further research on the subject 35 Reference 37 Appendix 40 Charts & Tables Chart 4.1 Do you play League of Legends? 19 Chart 4.2 How often do you play LoL? 20 Chart 4.3 LoL is better than Defens e of The Ancients 21 Chart 4.4 IPL 5 is better than LoL 2012 21 Chart 4.5 Fan of Facebook page of LoL 22 Chart 4.6 Reasons for watching LoL 2012 (season 2) 23 Chart 4.7 Option to buy Riot Points 24 Chart 4.8 Riot Points or Play up the Levels 24 Chart 4.9 Reasons for buying the Riot Points 25 Chart 4.10 Play only with Free Riot Points 25 Chart 4.11 Attraction of New Champion Skins 26 Chart 4.12 Source of LoL Costume 26 Chart 4.13 Use of Costume 27 Chapter I Introduction 1.1 Background An effective marketing strategy is based on identification of the target audience and then identifying means to influence this target segment. Marketers usually build upon existing standard strategies adopted by others. However, standard strategy such as celebrity endorsement is no more sufficient to entice the customer. Consumers today can choose where, when and how they engage with a brand and they prefer to do so online (Launchfire Interactive, 2008). They respect innovative marketing programs that v alue their customers as partners, and that rewards them for their interest and engagement. This consumer demand and consumer consciousness has resulted in the emergence of a new marketing mix element – interactive promotions. Launchfire Interactive cites of a study by Borrell Associates which forecast that expenditure on interactive promo

Managing Fisheries Essay Example | Topics and Well Written Essays - 2500 words

Managing Fisheries - Essay Example Since most of the fishing in done outside the territorial waters of coastal nations and done mostly in international deep waters, there is no control over how much fish a company or a ship can catch. To prevent over fishing and depletion of certain stocks such as Cod, Tuna, different methods have been brought it. Some of the methods are fees system and tradable fishing quotas (Tietenberg, 2009). The fees system requires that access to a certain area or fishing region should be controlled by levying fees. The quota system suggests that fishing companies should be assigned a certain capping quota on the amount of fish they catch in a year (Hanley, 2007). This paper examines important issues about fisheries management and how the tradable quota system functions. Fishing on a vast scale by mechanised ships soon disrupts the regeneration of selected fish species such as mackerel, Black cod, tuna. This in turn has disrupted the oceanic bio life cycle as these fishes were higher in the food chain and fed on fish such as carp. When the larger fish are depleted, other predatory fish such as carp have proliferated. These have in turn overfed on the lower part of the food chain, all the way till the planktons, the lowest form of ocean life have not been able to regenerate. As a result, vast patches of seas suddenly turn into lifeless wastes, just as patch of desert does not have any type of life. This is mainly due to over fishing and pollution caused by fishing boats (Perman, 2003). Tradable fishing quotas were designed to prevent such an over fishing of specific fish from the life chain of the seas and oceans. Technically, individual trading quotas – ITQ were allotted to members of a fishery and these quotas determined the amount of specific species that can be caught. Tradable rights include tradable lobster and crab traps, tradable days-at-sea and individual transferable quotas - ITQs. The advantage of ITQs is that it maintains the balance of the ecosystem for a