Wings table of contents, abstract, acknowledgement

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In recent years many Malaysian rock bands in the industry including ‘WINGS’ is hardly sustain in the industry, unlike in the era of 80s rock band which easily accepted by the audience. Acceptance of the current generation is showing less attention to local music rather than foreign music which was a phenomenon in Malaysia.
This research is to evaluate the acceptance rate of Malaysian audience and to assess their level of acceptance towards the local rock music especially in the era of 80s rock scene on our society today.

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Wings table of contents, abstract, acknowledgement

  1. 1. MARKETING OF ROCK MUSIC IN MALAYSIA. A CASE STUDY OF ROCK BAND WINGS. By FAIZUL IKRAM MOHD RAMLY 03BA12012 Supervisor: MS JACQULENE ANTHONY A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF BACHELOR OF ARTS IN BUSINESS ADMINSTRATION (MARKETING MAJOR) i
  2. 2. MARKETING OF ROCK MUSIC IN MALAYSIA. A CASE STUDY OF ROCK BAND WINGS. A dissertation submitted to the University of Wales as a module requirement for the award of the Bachelor of Arts Business Studies – Marketing ( Honours) UNIVERSITY OF WALES NAME : FAIZUL IKRAM BIN MOHD RAMLY YEAR OF COMPLETION : SUPERVISOR : MS JACQULENE ANTHONY ii
  3. 3. DECLARATION I hereby declared that this graduation project is solely based on my original work except for quotations and citations which have been duly acknowledge. I hereby also declared that this project has not been previously or concurrently submitted by any other party. ____________________ Date: iii
  4. 4. ACKNOWLEDGEMENTS It is with great pride that I hereby present my bachelor thesis. During this three month long process, I have gained a lot of knowledge of this research and it has been beneficial to my development in furthering my career and my studies in the future. I would like to express absolute gratitude to my beloved supervisor, Ms. Jacqulene Anthony for her kind words, encouragement and persistent support in my undertaking of this research. God bless her! I would like to express my appreciation to all Rock band in 80s especially to both iconic rock band in Malaysia, WINGS and SEARCH for inspiring me to do the thesis. Lastly, this research would not have been completed without the support and motivation from my beloved family, friends, colleagues, lecturers, classmates who has been with me through thick and thin during this marvelous adventure in completing our bachelor degree. Above all, to the Great Almighty, Allah S.W.T., the author of knowledge and wisdom, for his countless blessings. Nisi Dominus Frustra. iv
  5. 5. ABSTRACT Music especially the music performer provides not just a personal relationship, but a long‐term loyal behavior as well by offering emotions, experiences, exclusivity and engagement. During the 1980s, a rock band like Poison, Bon Jovi, Mötley Crüe, and Ratt dominated the music charts with a pop-based form of hard rock, with a “hey day” and a glam-influenced visual aesthetic. 80's were the decade for styles such as synth pop, new wave and hair metal. This phenomenon also invaded the music industry in Malaysia. But, in recent years many Malaysian rock bands in the industry including ‘WINGS’ is hardly sustain in the industry, unlike in the era of 80s rock band which easily accepted by the audience. Acceptance of the current generation is showing less attention to local music rather than foreign music which was a phenomenon in Malaysia. This research is to evaluate the acceptance rate of Malaysian audience and to assess their level of acceptance towards the local rock music especially in the era of 80s rock scene on our society today. It is research is also to assess the communication level among local rock music enthusiasts with their fans and to evaluate the impact factors contributing to declining rate of acceptance in the term of music genre. It is believe a several recommendations will resolve the acceptance of rock music industry and the importance of marketing communication which will help to remain the loyalty and expand the number of followers as well synchronizing the direction between musicians and fans can gain benefits to both sides. v
  6. 6. TABLE OF CONTENTS DECLARATIONS i ACKNOWLEDGEMENTS ii ABSTRACT iii TABLE OF CONTENTS iv CHAPTER 1 - INTRODUCTION...........................................................................................1 1.1 The Background of Rock and Roll........................................................................1 1.1.2 1.2 The Great Era of Rock Music....................................................................... 2 Problem Statement................................................................................................. 3 1.2.1 1.2.2 1.3 Research Objective.........................................................................................3 Research Question..........................................................................................4 Scope of Study.........................................................................................................4 1.3.1 Band Member(i) & Album Discography(ii).................................................6 1.3.2 Awards.............................................................................................................6 1.4 Significance of Research...........................................................................................6 1.5 Key Terms and Definitions...................................................................................... 7 1.6 Chapter Outline........................................................................................................ 7 CHAPTER 2 - LITERATURE REVIEW...............................................................................8 2.1 Introduction........................................................................................................... 8 2.2 Consumer Behavior...............................................................................................9 vi
  7. 7. 2.2.1 Four Types of Consumer Buying Behavior................................................. 9 2.2.2 Consumer Decision Making Process (CDMP).............................................9 2.2.2.1 Problem Recognition..............................Error: Reference source not found 2.2.2.2 Information Search............................... Error: Reference source not found 2.2.2.3 Alternatives Evaluation......................... Error: Reference source not found 2.2.2.4 Purchase Decision...................................Error: Reference source not found 2.2.2.5 2.3 Post Purchase Evaluation..................... Error: Reference source not found Marketing Theories.......................................... Error: Reference source not found 2.3.1 Marketing Process...................................... Error: Reference source not found 2.3.1.1 Understanding the Marketplace and ConsumerError: Reference source not found 2.3.1.2 Designs a Customer-Driven Marketing Strategy...................................16 2.3.1.3 Construct a Marketing Program That Delivers Superior.....................16 2.3.1.4 Building Profitable Relationships and Create Customer Delight.......17 2.3.1.5........ Capturing Value In Return: Links between Customer Satisfaction, Customer Loyalty and Customer Retention Is the Keys to Greater Long-Term Business Success. ………………………………………………………………………………..17 2.4 Marketing Concepts..........................................Error: Reference source not found 2.4.1 Core Marketing Concepts..........................Error: Reference source not found 2.4.2 Customer Relationship Management (CRM).............................................24 2.4.3 Integrated Marketing Communication......................................................24 CHAPTER 3 - THEORETICAL FRAMEWORK.............................................................. 27 3.1 Introduction............................................................................................................27 3.2 Research Methodology.......................................................................................... 27 3.2.1 Research Design............................................................................................28 vii
  8. 8. 3.3 Respondents......................................................................................................... 28 3.4 Research Instrument........................................................................................... 28 3.5 Type of Data........................................................................................................... 28 3.5.1 Primary Data.............................................................................................29 3.5.1 Secondary Data.........................................................................................29 3.6 Limitation of Research........................................................................................29 3.7 Data Measurement............................................Error: Reference source not found 3.7 Data Collection..................................................Error: Reference source not found 3.8 Theoretical Framework....................................Error: Reference source not found CHAPTER 4 - FINDINGS..............................................Error: Reference source not found 4.1 Introduction......................................................... Error: Reference source not found 4.2 Data Collection..................................................Error: Reference source not found 4.3 Respondents’ Age of Demographic...................................................................... 32 4.3.1 Respondents’ Citizenship and Race.........Error: Reference source not found 4.3.2 Respondents’ Highest Education.............Error: Reference source not found 4.3.3 Respondents’ Monthly Income................................................................... 34 4.4.1 Level of Knowledge in Music...................................................................... 35 4.4.2 Most Preferred Current Music Genre....................................................... 35 4.4.3 Reasons of Preferring Music Genre........................................................... 36 4.4.4 Chosen Device in obtain to Music...............................................................36 4.4.5 (i) YouTube for Latest Music......................................................................37 4.4.5 (ii) Frequency of Surfing YouTube.............................................................37 4.4.6 Download Music from Internet...................................................................38 4.4.7 Frequency of Download Music....................................................................38 viii
  9. 9. 4.4.8 Favor in listen to Rock music especially from the era of rock 80s music39 4.4.9 Likely in listen to Rock music especially from the era of rock 80s music39 4.5.1 Current Rock Music Acceptance.............Error: Reference source not found 4.5.2 (i) The Era of Rock 80s Music.................. Error: Reference source not found 4.5.3 (ii) The Era of Rock 80s Music.................Error: Reference source not found 4.6 The Rock Band: WINGS (Likert Scale).............Error: Reference source not found 4.7 (i) The Era of WINGS............................................................................................. 44 4.7.1 4.7.2 Survive another 10 to 20 years....................................................................46 4.7.3 WINGS to Expand Globally and Language Improvement......................47 4.7.4 Respondents Thought About WINGS........................................................48 4.7.5 4.8 (ii) The Era of WINGS.................................................................................45 WINGS Rivalries and Action......................................................................49 Reconciliation of.....................................................................................................49 CHAPTER 5 - CONCLUSION & RECOMMENDATIONS Error: Reference source not found 5.1 Introduction......................................................... Error: Reference source not found 5.2 Research Conclusion...........................................Error: Reference source not found 5.2.1 5.2.2 5.3 Sustaining in the Music Industry.............Error: Reference source not found Factors Impacted to the Music Industry. Error: Reference source not found Recommendations............................................... Error: Reference source not found 5.3.1 Tidy up the Image as Iconic Rock Band in MalaysiaError: Reference source not found 5.3.2 Stay Put with Quality Music.....................Error: Reference source not found 5.3.3 Joint venture With Young Artist (Current Trend Artist) Error: Reference source not found ix
  10. 10. 5.3.4 Collaborate With Other Country Music PerformerError: Reference source not found 5.3.5 5.3.6 Improve English Language In Order To Expand Globally..................... 54 5.3.7 Maintain Media Exposure...........................................................................55 5.3.8 5.9 Expand Brand Name...................................................................................54 New Way of Communication to Reach the Audience............................... 55 Summary.............................................................................................................. 56 LIST OF FIGURES and Tables Figure 1.1 Rock Bands of the 80’s Figure 1.2 Rock Band in Malaysia, WINGS. Figure 1.3 Basic model of Consumer Decision Making Process (CDMP) Figure 1.4 Simple Model of the Marketing Process Figure 1.5 Simple Model of the Marketing Process Figure 1.6 ‘Nominal’ state of loyalty Figure 1.7 ‘Preferred’ state of loyalty Figure 1.8 Multidimensional Loyalty Model Figure 1.9 Customer Retention Model Figure 2.1 Model of the Core Marketing Concepts Figure 2.2 Value Ratio Figure 2.3 Integrated Marketing Communication Model Figure 2.4 Marketing Communication Mix Model Figure 2.5 Citizenship and Race Figure 2.6: Respondents’ Highest Education Figure 2.7: Respondents’ Monthly Income Figure 2.8: Level of Knowledge in Music Figure 2.9: Most Preferred Music Figure 3.1: Reason of Preferred Music Figure 3.2: Chosen Device in obtain to Music Figure 3.3: Number of respondents using YouTube Figure 3.4: Frequency of Surfing YouTube x
  11. 11. Figure 3.5: Chosen Device in obtain to Music Figure 3.6: Frequency of Download Music Figure 3.7: Favor in listen to Rock music especially from the era of rock 80s music Figure 3.8: Likely in listen to Rock music especially from the era of rock 80s music Figure 3.9: Current Rock Music Acceptance Figure 4.1: The Era of Rock Music Figure 4.3: (i)The Era of WINGS Figure 4.4: (ii)The Era of WINGS Figure 4.5: can WINGS Survive for another 10 to 20 years Figure 4.6: WINGS to Expand Globally & Language Improvement Figure 4.7: Audience Thought about WINGS Figure 4.8: WINGS Rivalries and Action Table A: Benchmark used to measure the level of acceptance towards the questionnaire given. Table B: Framework - Model for Integrated Marketing Communication Table C: Likert Scale REFERENCES v APPENDIXES APPENDIX I - The Great Era of Rock Music vii APPENDIX II – Band Member & Album Discography ix APPENDIX III - Awards xx xi
  12. 12. APPENDIX IV – Four Types of Consumer Buying Behavior xxii APPENDIX V – Customer Relationship Management xxiv APPENDIX VI – Questionnaire xxvi xii

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