This document provides a detailed analysis of IKEA's marketing mix and operating environment in India. It analyzes each element of IKEA's 7P marketing mix - product, price, place, promotion, people, physical evidence, and process management. It then examines IKEA's macro and industry environment in India, considering political, economic, social, technological, environmental, and legal factors. Finally, it evaluates the quality and sustainability of IKEA's offering in the context of its marketing mix and environment.
This study examines the impact of traditional direct marketing tools (flyers, catalogs, and direct mail) on creating brand awareness for IKEA in Jordan. A survey was administered to 506 IKEA customers in Amman, Jordan. The findings showed that IKEA successfully uses these traditional direct marketing tools to disseminate their brand catalogs and direct mail, creating brand awareness among customers. Flyers had the strongest impact on brand awareness, followed by catalogs and direct mail. The study recommends that Jordanian companies adopt direct marketing approaches.
The impact of marketing mix on buying behaviour of youth segment in sri lankaJanith Chandranath
This document outlines a research study on the impact of marketing mix on the buying behavior of youth in Sri Lanka. The study aims to identify how the 4Ps of marketing mix (product, price, place, promotion) influence youth purchasing decisions. The researcher develops hypotheses and a conceptual framework relating the marketing mix to buying behavior. A questionnaire will be used to collect primary data from 100 youth respondents, which will be analyzed using statistical tools like regression and correlation to understand the relationships between variables. The findings aim to provide insights for marketers on how to better understand and influence youth consumer behavior through marketing strategies.
The document discusses market segmentation and positioning strategies. It defines market segmentation as dividing a market into smaller segments based on common traits. Marketers identify segments that are manageable and evaluate which to target. Positioning involves distinguishing a product relative to competitors. Segmentation variables include geographic, demographic, psychographic and behavioral factors. Effective segmentation requires segments be measurable, accessible, substantial and allow for actionable marketing programs. Positioning matches company strengths to market opportunities to gain competitive advantage through differentiation.
The study was been conceptualized to study the effect of retail service quality on the consumer decision making process for a brand selection. Therefore, to create a distinct position in the marketplace, retailers are focusing on retail service quality that gives a competitive advantage to the company. Exploratory factor analysis was run to understand the retail service quality factors in fashion retail market with relevance to the brand, Moustache. Six components were extracted through Varimax method and rotated component matrix, namely store presentation/display, convenient facilities, problem solving, temperature, store layout and personal interaction. For regression analysis, the hypothesis developed for the research were perceptual service quality of the fashion retail store influences the perceptual quality of the brand and different dimensions of retail service quality influences significantly the perceptual quality of the brand. Significant relationship between perceptual quality of the retail store and perceptual quality of the brand has been established. Cluster analysis was done first by hierarchical method to deduce number of clusters which can be formed, and then the data was further processed through Ward Method in K-Means Cluster Method. Four differentiating segments were concluded with discrete characteristics. The study also attempted to understand the influence of three factors, store outlet/format, assistance and exclusive range, on customer preference. Utility of all the eight options was calculated through conjoint analysis according to the preferences of the customers.
A Study on Consumer Behaviour towards Branded Garments am ong Male Shoppersinventionjournals
In the age of identity crisis and need for differentiation, everyone is after uniqueness; particularly h ow one wishes to appear. India is a global market for fashion garments and there is a cut throat competition exi sting among brands. Companies are rigorously working on identifying consumer buying behaviour, preferences, creating awareness, and a positive attitude towards their brands in order to grab larger portion of the market. Therefore, it is become necessary to study the consumer behaviour towards various branded men`s garments. T he study emphasis on how consumer evaluate branded garments on the basis of style, texture, price, colour, adv ertisement and celebrity endorsements, preferences towards branded garments and reasons for purchasing bran ded garments. The researcher has used descriptive research design, conducted study only with 150 respondents from two Engineering college, Bangalore. Statistical tools like measurement of central tendency, Chi-Square ar e used to test and analyse the collected data. Finally, it is revealed that irrespective of age and education levels respondents are buying branded garments to enhance their style, ant to protect their self-respect.
International Marketing Information System, Foreign Market Entry Mode, Product and Banking Decisions, International Product Life Cycle, Counterfeiting and IPR, Pricing Strategies, Factors Effecting Pricing, Financing International Marketing Transaction etc.
The structural model of the effects of marketing mix elements on brand equity is defined in line with the existing theoretical findings. Research hypotheses are defined according to the identified structural model. In order to test the defined structural model and research hypotheses empirical research was conducted on the sample of undergraduate students of the Faculty of Economics and Business in Zagreb. Research results indicate that the structural model has an acceptable level of fit to the empirical data. The estimated structural coefficients and indirect effect coefficients indicate the direction and intensity of effects of each analysed element of marketing mix on brand equity. Finally, implications of research results for the theory and practice of brand management are analysed and discussed.
This study examines the impact of traditional direct marketing tools (flyers, catalogs, and direct mail) on creating brand awareness for IKEA in Jordan. A survey was administered to 506 IKEA customers in Amman, Jordan. The findings showed that IKEA successfully uses these traditional direct marketing tools to disseminate their brand catalogs and direct mail, creating brand awareness among customers. Flyers had the strongest impact on brand awareness, followed by catalogs and direct mail. The study recommends that Jordanian companies adopt direct marketing approaches.
The impact of marketing mix on buying behaviour of youth segment in sri lankaJanith Chandranath
This document outlines a research study on the impact of marketing mix on the buying behavior of youth in Sri Lanka. The study aims to identify how the 4Ps of marketing mix (product, price, place, promotion) influence youth purchasing decisions. The researcher develops hypotheses and a conceptual framework relating the marketing mix to buying behavior. A questionnaire will be used to collect primary data from 100 youth respondents, which will be analyzed using statistical tools like regression and correlation to understand the relationships between variables. The findings aim to provide insights for marketers on how to better understand and influence youth consumer behavior through marketing strategies.
The document discusses market segmentation and positioning strategies. It defines market segmentation as dividing a market into smaller segments based on common traits. Marketers identify segments that are manageable and evaluate which to target. Positioning involves distinguishing a product relative to competitors. Segmentation variables include geographic, demographic, psychographic and behavioral factors. Effective segmentation requires segments be measurable, accessible, substantial and allow for actionable marketing programs. Positioning matches company strengths to market opportunities to gain competitive advantage through differentiation.
The study was been conceptualized to study the effect of retail service quality on the consumer decision making process for a brand selection. Therefore, to create a distinct position in the marketplace, retailers are focusing on retail service quality that gives a competitive advantage to the company. Exploratory factor analysis was run to understand the retail service quality factors in fashion retail market with relevance to the brand, Moustache. Six components were extracted through Varimax method and rotated component matrix, namely store presentation/display, convenient facilities, problem solving, temperature, store layout and personal interaction. For regression analysis, the hypothesis developed for the research were perceptual service quality of the fashion retail store influences the perceptual quality of the brand and different dimensions of retail service quality influences significantly the perceptual quality of the brand. Significant relationship between perceptual quality of the retail store and perceptual quality of the brand has been established. Cluster analysis was done first by hierarchical method to deduce number of clusters which can be formed, and then the data was further processed through Ward Method in K-Means Cluster Method. Four differentiating segments were concluded with discrete characteristics. The study also attempted to understand the influence of three factors, store outlet/format, assistance and exclusive range, on customer preference. Utility of all the eight options was calculated through conjoint analysis according to the preferences of the customers.
A Study on Consumer Behaviour towards Branded Garments am ong Male Shoppersinventionjournals
In the age of identity crisis and need for differentiation, everyone is after uniqueness; particularly h ow one wishes to appear. India is a global market for fashion garments and there is a cut throat competition exi sting among brands. Companies are rigorously working on identifying consumer buying behaviour, preferences, creating awareness, and a positive attitude towards their brands in order to grab larger portion of the market. Therefore, it is become necessary to study the consumer behaviour towards various branded men`s garments. T he study emphasis on how consumer evaluate branded garments on the basis of style, texture, price, colour, adv ertisement and celebrity endorsements, preferences towards branded garments and reasons for purchasing bran ded garments. The researcher has used descriptive research design, conducted study only with 150 respondents from two Engineering college, Bangalore. Statistical tools like measurement of central tendency, Chi-Square ar e used to test and analyse the collected data. Finally, it is revealed that irrespective of age and education levels respondents are buying branded garments to enhance their style, ant to protect their self-respect.
International Marketing Information System, Foreign Market Entry Mode, Product and Banking Decisions, International Product Life Cycle, Counterfeiting and IPR, Pricing Strategies, Factors Effecting Pricing, Financing International Marketing Transaction etc.
The structural model of the effects of marketing mix elements on brand equity is defined in line with the existing theoretical findings. Research hypotheses are defined according to the identified structural model. In order to test the defined structural model and research hypotheses empirical research was conducted on the sample of undergraduate students of the Faculty of Economics and Business in Zagreb. Research results indicate that the structural model has an acceptable level of fit to the empirical data. The estimated structural coefficients and indirect effect coefficients indicate the direction and intensity of effects of each analysed element of marketing mix on brand equity. Finally, implications of research results for the theory and practice of brand management are analysed and discussed.
This document summarizes a study that examines Generation Y (those born between 1977-1994) shopping preferences and intentions, and the role of shopping experience and involvement in apparel. The study aims to determine which dimensions of shopping experience and involvement level influence store preference and intention to return for Generation Y brick-and-mortar apparel shoppers. It reviews literature on the competitive retail environment, experiential retailing strategies, consumer values, apparel involvement, and retail patronage to inform the study.
Selective determinants of advertisement appeal for a product or serviceAlexander Decker
This document discusses selective determinants of advertisement appeal for products and services. It explains that advertisers must understand consumer buying motives and how their product satisfies wants or needs to determine the best advertising appeal. A variety of appeal types are classified, including primary vs selective, emotional vs rational, and positive vs negative. The document also discusses unique selling points and how gender, social status, and materialism can influence purchasing behavior and make certain appeals more effective. Selecting the right appeal requires understanding a product's benefits and how it differs from competitors to trigger consumer behavior and motivate purchases. Both factual and emotional appeals may be used alone or combined to persuade audiences.
This document discusses marketing strategies for life insurance businesses. It outlines different concepts of marketing that have evolved over time from a production focus to a customer focus. It then discusses key elements of the marketing mix for insurance companies, including the 7 P's - product, price, place, promotion, people, process, and physical environment. For each P, it provides details on strategies for life insurance, such as developing new product lines, determining premium pricing factors, using agents and other promotional methods, and exploring new distribution channels. The overall document serves as a guide for developing a comprehensive marketing approach in the life insurance industry with a focus on customer needs.
Importance of Perceived Brand Ranking for B2B Customers in Making High Risk P...IOSRJBM
Brand Building and Brand promotions are undoubtedly means of generating large revenues in today’s B2B industrial market. However, due to globalization and access to multiple information data base, the organizations with equal brand equities and brand image exists in the Industrial segments. Therefore, it become extremely difficult for the Buying Center in B2B segment to arrive quickly on the purchasing decision. Therefore, in today’s intense marketing era, a deliberate attempt is needed to improve the perceived Brand Ranking in the minds of buying center. Strong brand ranking thus has become a very important factor that influences customer perceptions of a brand. In the success of Brand Management, Brand ranking is gaining significant importance alongwith brand equity from understanding and managing them correctly. Today’s marketing professionals need to pay deliberate attention to Brand ranking so as to produce strong attributes that will influence customers when making their choices.This research paper focuses on the importance brand ranking and how it is being perceived by B2B customers while making purchasing decision. This is based on the assumption that the other dimensions such as brand promotions, brand equity are at the same level and the customers knowingly and unknowingly makes a comparison based on the rank of the brand.However, this research paper aims to find out if the perceived financial and business risks in the minds of the members of buying center significantly impacts the perceived Brand Ranking. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only eightytwo questionnaires were received out of which seventy six has been realized. The study surveyed four dimensions of perceived risk, value proposition, brand Imageand brand ranking of two top brands in lubricants. Among these dimensions, brand image appears to have the least brand ranking rating by consumers than the other dimensions. However, all these dimensions more or less influence the perceived brand ranking by the customer.
Marketing management unit 2 recap,Market Segmentation & Targeting,New Produc...viveksangwan007
The document discusses market segmentation and the product life cycle. It defines market segmentation as dividing the heterogeneous market for a product into relatively homogeneous segments. Marketers segment customers based on geographic, demographic, psychographic, and behavioral factors. The benefits of segmentation include developing specialized, targeted marketing offers. The product life cycle consists of introduction, growth, maturity, and decline stages as products gain acceptance, compete with alternatives, and eventually lose popularity.
Reviewing the Impact Brand Centric Elements on Customer Satisfaction in the I...ijtsrd
Nowadays, companies make use of various strategies to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most critical and practical approach to influence consumer behaviour in the product selection is emphasizing the "brand name" of the products. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer's ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Since marketing and brand managers often have limited resources in terms of money, time, and human resources to implement branding strategies, these findings can help them prioritize and allocate resources across the dimensions. Mr. Divyaprakash Pandey | Dr. Bharti Shukla | Ms. Anumita Agarwal "Reviewing the Impact Brand Centric Elements on Customer Satisfaction in the Indian FMCG Sector" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-4 , June 2020, URL: https://www.ijtsrd.com/papers/ijtsrd31199.pdf Paper Url :https://www.ijtsrd.com/management/marketing/31199/reviewing-the-impact-brand-centric-elements-on-customer-satisfaction-in-the-indian-fmcg-sector/mr-divyaprakash-pandey
Perceptions of Market Orientation from a Consumer and Retailer PerspectiveTony Kynes
This document summarizes a study on perceptions of market orientation from consumer and retailer perspectives. It identifies gaps in market orientation that were found through a consumer survey, retailer survey, and interviews. The study revealed gaps in areas like staff training, how retailers deal with complaints, importance of loyalty programs, refund and sales promotion policies, and online presence. These market orientation gaps were found to negatively impact town center shopping and cause consumers to shop more at out-of-town centers instead.
A Study on Students Buying Behavior towards LaptopsShashank Tripathi
This document provides a summary of a study on student buying behavior toward laptops. It discusses key concepts in consumer behavior like the factors that influence consumer decisions. The study aims to identify the most important factors in students' laptop purchasing decisions. It also seeks to understand if there are differences in these factors between groups of customers like those who have always purchased the same brand versus those who switched brands. The methodology section outlines the research objectives, scope, design, and limitations of the study.
Marketing involves identifying, anticipating, and satisfying customer needs profitably. It is important for organizations as it allows them to communicate with customers, identify changing trends, and ensure their products meet customer requirements. Key factors that affect marketing decisions include government regulations, competition, technology changes, the economy, and consumer behavior trends.
Final report on Consumer Buying Behavior and Factors Affecting their Buying B...Pran Mahato
This document is a project report submitted by Pran Kumar Mahato to the Central University of Jharkhand in partial fulfillment of an Integrated Master of Business Administration degree. The report studies consumer buying behavior and factors affecting buying behavior at Big Bazaar in Bokaro, India. It includes sections on objectives, scope, importance, company profile, literature review, research methodology, analysis and evaluation, recommendations, and conclusions. The report was conducted under the guidance of Shikha Sharma, an HR executive at Big Bazaar.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Product Marketing Management Services In. Pln (Persero) In ManadoIJMER
This study was conducted to determine how much influence marketing management product to the consumer's decision to buy the product in smart electrical services at PT. PLN (Persero) Manado area. The method used methods of quantitative analysis. The data analysis using the analysis of a single table and then testing the hypothesis using the Spearman Rank correlation studies seeking a relationship between two variables, namely the relationship between the variables X (Management product marketing services) and variable Y (Decision consumers). The population in this study amounted to 202 is a consumer and a sample of 67 respondents taro Yamane with a confidence level of 90%, 10% precision. Based on the results of the calculation of Spearman rank correlation coefficient, ie rs = 0.97, prove that there is a positive effect of the variable X (product marketing management services) with variable Y (Decision consumers) in a smart buying electrical products at. PLN (Persero) Manado area. The calculation of the coefficient of determination: (Kp = (rs) 2 x 100%) which shows the influence of variable X (Management product marketing services) with variable Y (Decision consumer) to purchase the product. The results obtained indicate Kp is equal to 94%, meaning that the presence of a smart electrical product marketing promotions, consumers / communities interested in using / buying smart electricity for their lighting needs at PT PLN (Persero) Manado Area. This is due to the influence of marketing management services to market products through smart electrical products marketing campaign that is sebsar 94%, while the remaining 6% is influenced by other factors not examined
A Study of Consumers Buying Behaviour in reference to Brand Positioningprofessionalpanorama
Brand positioning is to do something with the company’s products and
services offerings to its existing as well as prospective customers, for the
placement of brand in customer’s mind and to create a space for brand
according to customer’s expectations in market. Marketers understand the
needs of consumers to own a product of a brand for tangible and intangible
reasons. So, consumer’s buying behaviour and brand positioning is very
crucial area of research and development for marketers. This story shows
the effects of the consumer’s buying behaviour on brand positioning. It also
reveals the effects of demographic factor on consumer’s buying behaviour
This document discusses various marketing strategies including market segmentation, mass marketing, micro marketing, and levels of micro marketing such as segment marketing, niche marketing, local marketing, and individual marketing. It provides details on criteria for good market segmentation, bases for segmentation including demographic, geographic, psychographic, and behavioral factors. Benefits and limitations of segmentation are also summarized. Overall, the document is an overview of key concepts in marketing management with a focus on market segmentation strategies.
A project report_mba final year "A STUDY ON THE PREFERENCES TOWARDS VARIOUS B...blogger at indiandswad
This document is a project report submitted by Akshita Varshney to A.K. Technical University for their MBA program. The report studies the preferences of laptop brands in Bareilly, India. It includes an introduction on consumer buying preferences and organizational buying behavior. The introduction discusses key concepts like perception, learning, personality, and the organizational buying decision process which involves problem recognition, information search, and evaluation/selection. The report will analyze data collected through a questionnaire to understand consumer preferences for laptop brands in Bareilly.
Customer experience in supermarkets and hypermarkets – A comparative studyiosrjce
- The document examines customer experience in supermarkets and hypermarkets in India through a survey of 418 customers.
- It finds that in supermarkets, previous experience, atmosphere, price, social environment and experience in other channels most influence customer experience, while in hypermarkets, previous experience, product assortment, social environment and experience in other channels are most influential.
- The study provides insights for retailers on key determinants of customer experience in each format to help them improve strategies and competitive positioning.
The Influence Of Relationship Marketing On Switching Barrier, Customer Satisf...inventionjournals
This study was aimed at testing and analyzing influence of relationship marketing on switching barrier, customer satisfaction, customer trust, and customer retention. The study was conducted with respondents of 141 Emerald BNI BANK customers in Indonesia. Data were collected by using instruments of questionnaires. The test on the model was done using structural equation model analysis with GSCA approach. Switching barrier significantly influenced on customer satisfaction and customer trust. Furthermore, customer satisfaction and customer trust significanly influenced on customer retention. Partially, it was identified that variable of customer trust was the most dominant variable influencing on the customer retention.
A Study of Consumer Behavior towards Grocery Retailing in Delhi Region of Na...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
A Study on Customer Perception on Retail Services in Select Organized Retail ...Sunil Krishna
Organized retailing in India has been maturing by passing
through many trends with the entry of many big players
trying to build and strengthen their retail business. And in
the light of this situation some feel that the perception of
the customer may loose out their existence. The study
revealed that although organized retail is relatively new
concept in the semi urban area, yet a clear cut perception
has been establishes in the minds of shoppers in semi
urban areas like kadapa city, A.P. In this regard, the data
was collected on 11 factors about the organized retail
store.
This document discusses the marketing mix and its four elements - product, place, price, and promotion. It explains that a marketing research approach involves analyzing consumers, competitors, and developing a marketing mix strategy. The four Ps - product, place, price, and promotion - are the key variables in a company's marketing mix. The document then describes each of the four Ps in detail and provides IKEA as an example of a company that effectively utilizes all aspects of the marketing mix through its products, store locations, competitive pricing, and promotional activities.
The document discusses the key activities that take place within a company, including procurement and production, commercial and marketing activities, human resources, and financing and investment. It provides details on each of these functions. Specifically, it outlines the various types of utility that are created through production and distribution of goods to satisfy customer needs. It also discusses the key elements of marketing including market research, identifying market segments, the marketing mix of product, price, place and promotion, and how companies use different strategies for each element.
The document discusses various activities in a company including procurement and production, marketing, human resources, and financing. It covers key marketing concepts such as the 4Ps (product, price, place, promotion), market research, market segmentation, competition, and the product lifecycle. Specifically, it discusses how companies identify customer needs through research, develop products and pricing strategies to target different market segments, and use promotional methods and distribution channels to raise awareness and make products available to customers.
This document summarizes a study that examines Generation Y (those born between 1977-1994) shopping preferences and intentions, and the role of shopping experience and involvement in apparel. The study aims to determine which dimensions of shopping experience and involvement level influence store preference and intention to return for Generation Y brick-and-mortar apparel shoppers. It reviews literature on the competitive retail environment, experiential retailing strategies, consumer values, apparel involvement, and retail patronage to inform the study.
Selective determinants of advertisement appeal for a product or serviceAlexander Decker
This document discusses selective determinants of advertisement appeal for products and services. It explains that advertisers must understand consumer buying motives and how their product satisfies wants or needs to determine the best advertising appeal. A variety of appeal types are classified, including primary vs selective, emotional vs rational, and positive vs negative. The document also discusses unique selling points and how gender, social status, and materialism can influence purchasing behavior and make certain appeals more effective. Selecting the right appeal requires understanding a product's benefits and how it differs from competitors to trigger consumer behavior and motivate purchases. Both factual and emotional appeals may be used alone or combined to persuade audiences.
This document discusses marketing strategies for life insurance businesses. It outlines different concepts of marketing that have evolved over time from a production focus to a customer focus. It then discusses key elements of the marketing mix for insurance companies, including the 7 P's - product, price, place, promotion, people, process, and physical environment. For each P, it provides details on strategies for life insurance, such as developing new product lines, determining premium pricing factors, using agents and other promotional methods, and exploring new distribution channels. The overall document serves as a guide for developing a comprehensive marketing approach in the life insurance industry with a focus on customer needs.
Importance of Perceived Brand Ranking for B2B Customers in Making High Risk P...IOSRJBM
Brand Building and Brand promotions are undoubtedly means of generating large revenues in today’s B2B industrial market. However, due to globalization and access to multiple information data base, the organizations with equal brand equities and brand image exists in the Industrial segments. Therefore, it become extremely difficult for the Buying Center in B2B segment to arrive quickly on the purchasing decision. Therefore, in today’s intense marketing era, a deliberate attempt is needed to improve the perceived Brand Ranking in the minds of buying center. Strong brand ranking thus has become a very important factor that influences customer perceptions of a brand. In the success of Brand Management, Brand ranking is gaining significant importance alongwith brand equity from understanding and managing them correctly. Today’s marketing professionals need to pay deliberate attention to Brand ranking so as to produce strong attributes that will influence customers when making their choices.This research paper focuses on the importance brand ranking and how it is being perceived by B2B customers while making purchasing decision. This is based on the assumption that the other dimensions such as brand promotions, brand equity are at the same level and the customers knowingly and unknowingly makes a comparison based on the rank of the brand.However, this research paper aims to find out if the perceived financial and business risks in the minds of the members of buying center significantly impacts the perceived Brand Ranking. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only eightytwo questionnaires were received out of which seventy six has been realized. The study surveyed four dimensions of perceived risk, value proposition, brand Imageand brand ranking of two top brands in lubricants. Among these dimensions, brand image appears to have the least brand ranking rating by consumers than the other dimensions. However, all these dimensions more or less influence the perceived brand ranking by the customer.
Marketing management unit 2 recap,Market Segmentation & Targeting,New Produc...viveksangwan007
The document discusses market segmentation and the product life cycle. It defines market segmentation as dividing the heterogeneous market for a product into relatively homogeneous segments. Marketers segment customers based on geographic, demographic, psychographic, and behavioral factors. The benefits of segmentation include developing specialized, targeted marketing offers. The product life cycle consists of introduction, growth, maturity, and decline stages as products gain acceptance, compete with alternatives, and eventually lose popularity.
Reviewing the Impact Brand Centric Elements on Customer Satisfaction in the I...ijtsrd
Nowadays, companies make use of various strategies to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most critical and practical approach to influence consumer behaviour in the product selection is emphasizing the "brand name" of the products. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer's ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Since marketing and brand managers often have limited resources in terms of money, time, and human resources to implement branding strategies, these findings can help them prioritize and allocate resources across the dimensions. Mr. Divyaprakash Pandey | Dr. Bharti Shukla | Ms. Anumita Agarwal "Reviewing the Impact Brand Centric Elements on Customer Satisfaction in the Indian FMCG Sector" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-4 , June 2020, URL: https://www.ijtsrd.com/papers/ijtsrd31199.pdf Paper Url :https://www.ijtsrd.com/management/marketing/31199/reviewing-the-impact-brand-centric-elements-on-customer-satisfaction-in-the-indian-fmcg-sector/mr-divyaprakash-pandey
Perceptions of Market Orientation from a Consumer and Retailer PerspectiveTony Kynes
This document summarizes a study on perceptions of market orientation from consumer and retailer perspectives. It identifies gaps in market orientation that were found through a consumer survey, retailer survey, and interviews. The study revealed gaps in areas like staff training, how retailers deal with complaints, importance of loyalty programs, refund and sales promotion policies, and online presence. These market orientation gaps were found to negatively impact town center shopping and cause consumers to shop more at out-of-town centers instead.
A Study on Students Buying Behavior towards LaptopsShashank Tripathi
This document provides a summary of a study on student buying behavior toward laptops. It discusses key concepts in consumer behavior like the factors that influence consumer decisions. The study aims to identify the most important factors in students' laptop purchasing decisions. It also seeks to understand if there are differences in these factors between groups of customers like those who have always purchased the same brand versus those who switched brands. The methodology section outlines the research objectives, scope, design, and limitations of the study.
Marketing involves identifying, anticipating, and satisfying customer needs profitably. It is important for organizations as it allows them to communicate with customers, identify changing trends, and ensure their products meet customer requirements. Key factors that affect marketing decisions include government regulations, competition, technology changes, the economy, and consumer behavior trends.
Final report on Consumer Buying Behavior and Factors Affecting their Buying B...Pran Mahato
This document is a project report submitted by Pran Kumar Mahato to the Central University of Jharkhand in partial fulfillment of an Integrated Master of Business Administration degree. The report studies consumer buying behavior and factors affecting buying behavior at Big Bazaar in Bokaro, India. It includes sections on objectives, scope, importance, company profile, literature review, research methodology, analysis and evaluation, recommendations, and conclusions. The report was conducted under the guidance of Shikha Sharma, an HR executive at Big Bazaar.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Product Marketing Management Services In. Pln (Persero) In ManadoIJMER
This study was conducted to determine how much influence marketing management product to the consumer's decision to buy the product in smart electrical services at PT. PLN (Persero) Manado area. The method used methods of quantitative analysis. The data analysis using the analysis of a single table and then testing the hypothesis using the Spearman Rank correlation studies seeking a relationship between two variables, namely the relationship between the variables X (Management product marketing services) and variable Y (Decision consumers). The population in this study amounted to 202 is a consumer and a sample of 67 respondents taro Yamane with a confidence level of 90%, 10% precision. Based on the results of the calculation of Spearman rank correlation coefficient, ie rs = 0.97, prove that there is a positive effect of the variable X (product marketing management services) with variable Y (Decision consumers) in a smart buying electrical products at. PLN (Persero) Manado area. The calculation of the coefficient of determination: (Kp = (rs) 2 x 100%) which shows the influence of variable X (Management product marketing services) with variable Y (Decision consumer) to purchase the product. The results obtained indicate Kp is equal to 94%, meaning that the presence of a smart electrical product marketing promotions, consumers / communities interested in using / buying smart electricity for their lighting needs at PT PLN (Persero) Manado Area. This is due to the influence of marketing management services to market products through smart electrical products marketing campaign that is sebsar 94%, while the remaining 6% is influenced by other factors not examined
A Study of Consumers Buying Behaviour in reference to Brand Positioningprofessionalpanorama
Brand positioning is to do something with the company’s products and
services offerings to its existing as well as prospective customers, for the
placement of brand in customer’s mind and to create a space for brand
according to customer’s expectations in market. Marketers understand the
needs of consumers to own a product of a brand for tangible and intangible
reasons. So, consumer’s buying behaviour and brand positioning is very
crucial area of research and development for marketers. This story shows
the effects of the consumer’s buying behaviour on brand positioning. It also
reveals the effects of demographic factor on consumer’s buying behaviour
This document discusses various marketing strategies including market segmentation, mass marketing, micro marketing, and levels of micro marketing such as segment marketing, niche marketing, local marketing, and individual marketing. It provides details on criteria for good market segmentation, bases for segmentation including demographic, geographic, psychographic, and behavioral factors. Benefits and limitations of segmentation are also summarized. Overall, the document is an overview of key concepts in marketing management with a focus on market segmentation strategies.
A project report_mba final year "A STUDY ON THE PREFERENCES TOWARDS VARIOUS B...blogger at indiandswad
This document is a project report submitted by Akshita Varshney to A.K. Technical University for their MBA program. The report studies the preferences of laptop brands in Bareilly, India. It includes an introduction on consumer buying preferences and organizational buying behavior. The introduction discusses key concepts like perception, learning, personality, and the organizational buying decision process which involves problem recognition, information search, and evaluation/selection. The report will analyze data collected through a questionnaire to understand consumer preferences for laptop brands in Bareilly.
Customer experience in supermarkets and hypermarkets – A comparative studyiosrjce
- The document examines customer experience in supermarkets and hypermarkets in India through a survey of 418 customers.
- It finds that in supermarkets, previous experience, atmosphere, price, social environment and experience in other channels most influence customer experience, while in hypermarkets, previous experience, product assortment, social environment and experience in other channels are most influential.
- The study provides insights for retailers on key determinants of customer experience in each format to help them improve strategies and competitive positioning.
The Influence Of Relationship Marketing On Switching Barrier, Customer Satisf...inventionjournals
This study was aimed at testing and analyzing influence of relationship marketing on switching barrier, customer satisfaction, customer trust, and customer retention. The study was conducted with respondents of 141 Emerald BNI BANK customers in Indonesia. Data were collected by using instruments of questionnaires. The test on the model was done using structural equation model analysis with GSCA approach. Switching barrier significantly influenced on customer satisfaction and customer trust. Furthermore, customer satisfaction and customer trust significanly influenced on customer retention. Partially, it was identified that variable of customer trust was the most dominant variable influencing on the customer retention.
A Study of Consumer Behavior towards Grocery Retailing in Delhi Region of Na...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
A Study on Customer Perception on Retail Services in Select Organized Retail ...Sunil Krishna
Organized retailing in India has been maturing by passing
through many trends with the entry of many big players
trying to build and strengthen their retail business. And in
the light of this situation some feel that the perception of
the customer may loose out their existence. The study
revealed that although organized retail is relatively new
concept in the semi urban area, yet a clear cut perception
has been establishes in the minds of shoppers in semi
urban areas like kadapa city, A.P. In this regard, the data
was collected on 11 factors about the organized retail
store.
This document discusses the marketing mix and its four elements - product, place, price, and promotion. It explains that a marketing research approach involves analyzing consumers, competitors, and developing a marketing mix strategy. The four Ps - product, place, price, and promotion - are the key variables in a company's marketing mix. The document then describes each of the four Ps in detail and provides IKEA as an example of a company that effectively utilizes all aspects of the marketing mix through its products, store locations, competitive pricing, and promotional activities.
The document discusses the key activities that take place within a company, including procurement and production, commercial and marketing activities, human resources, and financing and investment. It provides details on each of these functions. Specifically, it outlines the various types of utility that are created through production and distribution of goods to satisfy customer needs. It also discusses the key elements of marketing including market research, identifying market segments, the marketing mix of product, price, place and promotion, and how companies use different strategies for each element.
The document discusses various activities in a company including procurement and production, marketing, human resources, and financing. It covers key marketing concepts such as the 4Ps (product, price, place, promotion), market research, market segmentation, competition, and the product lifecycle. Specifically, it discusses how companies identify customer needs through research, develop products and pricing strategies to target different market segments, and use promotional methods and distribution channels to raise awareness and make products available to customers.
Consumer needs and wants are filled with market offering of products and strong customer brand
engagement. In organizations importance of marketing process, orientation elements, STP,
Marketing Mix, Consumer Insights are being illustrated here. Above all the role of marketing in
creating values for customers and ways of maintaining strong brand loyalty and customer
engagement with practical examples are described in this assignment. Authoritative achievement
to a great extent relies on upon the dynamic promoting techniques it takes to maintain in the
aggressive commercial center.
This document discusses the shift from traditional marketing focused on features and benefits to experiential marketing focused on customer experiences that occurred around 1999. It outlines four key characteristics of experiential marketing: 1) Focusing on customer experiences rather than just functional features and benefits. 2) Viewing consumption as a holistic experience rather than isolated products. 3) Recognizing customers are both rational and emotional. 4) Using a broader set of qualitative and analytical tools to design experiences. The core of experiential marketing is delivering products, communications, and campaigns that create memorable sensory, emotional and cognitive experiences for customers.
The document discusses the marketing mix principles known as the 4 P's - product, price, place, and promotion. It explains that these controllable variables must be carefully managed to meet the needs of the target group. The marketing mix involves analyzing product strategies like design and packaging, price strategies, place strategies for distribution, and promotion strategies. An effective marketing mix offers the right combination of the 4 P's to improve marketing results.
Customer satisfaction of mobile phone subscriberssonu chaurasiya
The document discusses customer satisfaction with mobile phone subscribers in India. It provides background on the growth of the mobile phone industry in India, which now has over 800 million subscribers. The document outlines various factors that affect customer satisfaction, such as product quality, availability, and after-sales support. It also discusses marketing concepts like the 4Ps of marketing (product, price, place, promotion) and how understanding customer wants and needs is essential for a successful marketing plan. The document aims to understand satisfaction levels among subscribers of different mobile service providers in India.
Marketing involves all activities related to moving goods and services from producers to consumers. It has two key roles - selling what a business produces and managing its brand. Marketing activities include branding, distribution, advertising, promotion, research, development, and sales. Successful marketing increases brand equity or value through establishing a brand name, logo, slogan and consistent brand identification that connects with consumers over the product life cycle.
This document outlines an assignment for an MBA marketing management course. It provides 4 discussion questions related to marketing concepts: 1) how marketing begins and ends with the consumer, 2) factors that influence consumer choices, 3) developing and selling the right product to different buyer segments, and 4) the role of branding, packaging, labeling, and product support services in marketing. For each question, the document provides responses discussing relevant marketing principles and strategies.
PM 2 Chapter 1 The Product Mix for Students.pdfYaredAdeme1
This document discusses product and service decisions that marketers make. It covers classifying products as durable/non-durable, tangible/intangible, consumer/industrial products. Consumer products are further divided into convenience, shopping, specialty and unsought products. The document also discusses how products can include services, experiences, organizations, people, places and ideas. Marketers make individual product, product line and product mix decisions.
1. Marketing involves all activities related to moving goods and services from producers to consumers, including branding, distribution, advertising, promotion, research, development, and sales.
2. Successful marketing efforts increase brand equity or the value of the brand through consistent use of elements like slogans, logos, and names to ensure brand recognition.
3. The product life cycle describes how the popularity and sales of products change over time through introduction, growth, maturity, and decline. Marketing strategies must adapt to the changing demands at each stage.
Running head MARKETING COMMUNICATION AND BRAND STRATEGY 1MA.docxcowinhelen
Running head: MARKETING COMMUNICATION AND BRAND STRATEGY 1
MARKETING COMMUNICATION AND BRAND STRATEGY 4
Marketing Communication and Brand Strategy
Victor J. Ayala
University of Phoenix
MKT/571
Patricia Estabrooks
June 5, 2017
Situational analysis
Introduction and objectives
The company intends to brand Ikea products to resonate with the expectation of the consumers. In the first step, the organization has to communicate its vision, which is excelling as a leader in the delivery of excellent products. Afterward, the team surcharged with branding the product will outline the objectives and values treasured in propelling the venture to greater heights of excellence.
Analysis
An exploration of the markets suggests that the demand for technological gadgets is on the rise. Ikea, therefore, has a greater reputation when it comes to addressing the needs of the consumer. The process can commence with evaluating the product using a SWOT analysis. The market comprises of competitors capable of producing similar technologies at a lower cost. The taxation by governments among other policies affects trading. Those demanding exemplary products outnumber those needing traditional merchandise.
The trend is the use of digital media is guiding communication in the markets. The creation of elaborate distribution channels is a complex process. Additional dynamics is that the number of younger shoppers is on the rise with the demand for sophisticated merchandises exceeding the need for traditional brands. Another dynamics is that incomes and age affect decision-making. Lastly, the use of technology in improving product quality is critical in accomplishing success in the markets.
Products
SWOT analysis
The adoption of a SWOT analysis indicates that the brand has a long tradition of guaranteeing satisfaction. Therefore, in making the decision to brand, the team must communicate to consumers the positive history of the brand. They should adopt techniques that resonate with the expectation of consumers such as the use of simple and definite language. According to Pickton & Broderick (2001), the opportunities available in making the decision are that the global demand for technological products is on the rise. The use of technology also creates an opportunity to reach wider audiences. Hence, Ikea can capitalize on the opportunity in reaching consumers. The company can also leverage on its expertise in marketing
The challenges to the process of branding are that the company faces competition from other reputable brands. The penetration of new markets comprising of conservative consumers is also a daunting task considering that other players have tried exploiting the strategies. The weakness of the company is that it undertakes most of its duties in-house yet there are immense opportunities in outsourcing some of the operations. The marketing team also confronts the challenges of adopting a global strategy at the expense of maintaining the local identity o ...
Performance Driven Marketing Assignment 2 : Critical Essay On Digital MarketingChetan Pandharinath Padme
1. The document discusses the proposition that digital marketing has replaced traditional marketing in strategy development. It provides examples of companies like Airbnb, Netflix, and Walmart that have incorporated digital marketing strategies like SEO, digital content, and e-commerce websites.
2. Traditional marketing methods include advertising through print, TV, radio, and referral networks. Companies like Tupperware and Sulzer Chemtech have used traditional marketing but are now incorporating more digital strategies.
3. While some companies are fully digital, others take a hybrid approach, balancing traditional and digital marketing. The changing media habits of consumers have pushed many organizations to adopt digital strategies as a key part of their overall marketing development.
The document discusses product positioning through various parameters including product, price, place, and promotion/image. It defines positioning as creating a unique value perception for customers relative to competitors. Product positioning involves tailoring the entire marketing program to meet customer needs in a particular market segment. The key is understanding how customers evaluate options. The parameters used for positioning are discussed in detail with examples provided for each. Product positioning refers to how customers perceive a product versus alternatives. Price positioning depends on factors like profit margins and competition. Place positioning involves where a product can be purchased for customer convenience. Promotion/image positioning creates a strong brand identity that differentiates a product from competitors.
15 important marketing interview questionsSaurabh Mhase
Marketing involves identifying customer needs and designing products to fulfill those needs. There are several key marketing concepts:
1) Positioning involves creating a distinct impression of a product/service in customers' minds. A positioning map visually represents customer perceptions of competing brands.
2) When marketing goods, the 4 Ps are emphasized: product, price, place, promotion. When marketing services, there are additional factors like process, physical evidence, and people.
3) Segmentation involves dividing the market into subgroups with similar needs. Target marketing focuses on selecting specific subgroups to target. The target group is the specific segment being targeted, while the target audience refers more broadly to the intended recipients of marketing messages.
This document defines marketing and discusses its key concepts. Marketing is defined as identifying and meeting needs profitably through exchange and relationships. The scope of marketing has expanded beyond traditional goods and now includes services, ideas, places and more. Fundamental concepts discussed include segmentation, targeting, positioning, the marketing mix of product, place, price and promotion. Modern marketing emphasizes a holistic approach through relationships, integration across departments and a focus on performance, value and customer satisfaction. Successful marketing management requires understanding customers, designing and delivering value, effective communication and sustaining long-term growth.
The document discusses the concepts of marketing and the marketing process. It defines marketing as putting the right product in the right place at the right time and at the right price. The marketing process aims to understand customer needs and provide value. It involves understanding the marketplace, competitors, and engaging in marketing research and planning. The purposes of marketing include helping businesses achieve their goals by connecting with customers and providing them choice.
Sanjay Vaid successfully completed the course "Cyber101x: Cyberwar, Surveillance and Security" offered by AdelaideX of the University of Adelaide through edX. The certificate was issued on May 21, 2016 and was signed by the Deputy Vice-Chancellor & Vice-President and a professor from the Adelaide Law School to validate the completion of the course.
Sanjay Vaid was initiated as a member of the Indian Chapter on May 9, 2016. He was initiated into number 1,465 of the organization. The document provides brief details on Sanjay Vaid joining an organization on a specific date and being assigned a member number.
Sanjay Vaid joined the Indian Chapter of an organization on May 9, 2016. He was initiated as member number 1,465 of this group. The document provides brief details about Sanjay Vaid becoming a member of an organization in India.
Sanjay Vaid has over 18 years of experience successfully managing businesses across various industries and geographies. He has a wide range of skills in areas like sales, business development, marketing, supply chain management, and finance. Vaid has worked with customers in telecom, manufacturing, government, and other sectors. He holds an MBA and has managed regional operations and profit/loss statements.
SalfordBusinessSchool_MIBBCaR_BP_Cross culture comunication_Ethics_CSR_Brand.Sanjay Vaid (MLE℠)
This document discusses British Petroleum (BP) and its operations in the southern USA coastal regions from a cross-cultural communication and corporate social responsibility perspective. It covers stakeholder relationships, the role of culture in ethics and CSR, and how brands can be used for international communication. Regarding the 2010 BP oil spill in the Gulf of Mexico, the document states BP needs effective crisis communication strategies to manage stakeholders from different cultures and address lessons learned to rebuild trust.
This document provides an analysis of Egyptian culture and how understanding culture can help develop business relationships with Egyptian companies. It discusses various aspects of culture, including communication styles, attitudes towards time, social norms, and Hofstede's cultural dimensions model. Key points include that Egypt has a collectivist, high power distance and uncertainty avoidance culture. Business relationships require building strong personal connections and understanding nuanced cultural behaviors and customs around topics like family relationships and gender roles. Knowing the Arabic language and cultural norms can help foreign companies successfully engage with business partners in Egypt.
SalfordBusinessSchool_Comtemporary Issues in Consumer Research_ Ethical Decis...Sanjay Vaid (MLE℠)
This document provides an overview of several models of consumer decision making including the Howard-Sheth model from 1969 and the Engel-Kollat-Blackwell model from 1972. It also discusses the strengths and weaknesses of each model. Additionally, it introduces an alternative model of consumer behavior called the Sheth-Newman-Gross model from 1991 which identifies five values that influence consumer choice: functional, social, emotional, epistemic, and conditional.
This document discusses how cultural factors influence consumer behavior and consumption patterns. It covers various aspects of culture that impact consumers, including age, gender, region, ethnicity, religion, family structure, social class, values, and personality. Specific examples are provided on how these cultural determinants shape preferences and the localization strategies companies employ to meet demands in different cultural contexts. The McDonald's case is mentioned as an illustration of adapting to local cultural norms. Overall, the document analyzes the theoretical framework of how subjective and behavioral aspects of culture guide consumer decisions.
Search and social media marketing - Integrated marketing communicationSanjay Vaid (MLE℠)
This document provides an overview of search and social media marketing for an assignment. It discusses integrated marketing communication and how technology has impacted marketing through benefits of digital channels and challenges of complexity. It evaluates online marketing strategies and trends, and outlines a digital marketing campaign for a cybersecurity company that includes situation analysis, objectives, strategy, tactics, budget, and timeline. The campaign aims to build brand awareness and engagement through optimization of profiles on search, Facebook, YouTube, and Google+.
This document analyzes potential mergers and acquisitions between Tata Motors, Ford Motors, and Jaguar Land Rover. It provides financial details and SWOT analyses of each company. Tata Motors currently owns Jaguar Land Rover. The document discusses the strategic and financial benefits of Tata Motors acquiring Ford Motors, including increased market share, revenue synergies from combining brands and technologies, and cost reductions through economies of scale. It evaluates the acquisition valuation and potential synergies that could result. The document concludes the deal could provide benefits to both companies.
This document discusses legal and political considerations impacting IT services companies operating in the European and American markets. It provides an overview of the large Indian IT services industry and its importance in the US and EU. Recent protectionist tendencies in these markets, like visa restrictions and outsourcing bans, are analyzed using a PESTEL framework. Visa restrictions in the US Senate immigration bill and changes to UK post-study work visas pose challenges for Indian firms reliant on H-1B and L-1 visas. Tariffs, quotas, subsidies and other policies are described as forms of protectionism pursued by governments. The document hypothesizes that a PESTEL analysis can determine the causes and effects of these protectionist moves
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumMJDuyan
(𝐓𝐋𝐄 𝟏𝟎𝟎) (𝐋𝐞𝐬𝐬𝐨𝐧 𝟏)-𝐏𝐫𝐞𝐥𝐢𝐦𝐬
𝐃𝐢𝐬𝐜𝐮𝐬𝐬 𝐭𝐡𝐞 𝐄𝐏𝐏 𝐂𝐮𝐫𝐫𝐢𝐜𝐮𝐥𝐮𝐦 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬:
- Understand the goals and objectives of the Edukasyong Pantahanan at Pangkabuhayan (EPP) curriculum, recognizing its importance in fostering practical life skills and values among students. Students will also be able to identify the key components and subjects covered, such as agriculture, home economics, industrial arts, and information and communication technology.
𝐄𝐱𝐩𝐥𝐚𝐢𝐧 𝐭𝐡𝐞 𝐍𝐚𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐒𝐜𝐨𝐩𝐞 𝐨𝐟 𝐚𝐧 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫:
-Define entrepreneurship, distinguishing it from general business activities by emphasizing its focus on innovation, risk-taking, and value creation. Students will describe the characteristics and traits of successful entrepreneurs, including their roles and responsibilities, and discuss the broader economic and social impacts of entrepreneurial activities on both local and global scales.
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Chapter wise All Notes of First year Basic Civil Engineering.pptxDenish Jangid
Chapter wise All Notes of First year Basic Civil Engineering
Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
Buildings: Selection of site for Buildings, Layout of Building Plan, Types of buildings, Plinth area, carpet area, floor space index, Introduction to building byelaws, concept of sun light & ventilation. Components of Buildings & their functions, Basic concept of R.C.C., Introduction to types of foundation
Chapter 5
Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
How to Setup Warehouse & Location in Odoo 17 InventoryCeline George
In this slide, we'll explore how to set up warehouses and locations in Odoo 17 Inventory. This will help us manage our stock effectively, track inventory levels, and streamline warehouse operations.
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
Communicating effectively and consistently with students can help them feel at ease during their learning experience and provide the instructor with a communication trail to track the course's progress. This workshop will take you through constructing an engaging course container to facilitate effective communication.
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
Salford marketing managment services marketing mid term assignment
1. Page 1
Marketing and Services Management
TITLE OF ASSIGNMENT: INTERIM ASSIGNMENT BASED ON IKEA CASE STUDY
Submitted to Dr. Roy Damary and Dr. Peter McGregor
Date 28th
June, 2015
Type of Assignment Individual
Submitted by
Name of Student Sanjay Vaid
Roll No 00436743
2. Page 2
Contents
Introduction .................................................................................................4
Marketing Mix: ............................................................................................4
The first P: Product:...................................................................................4
The Second P: Pricing ................................................................................6
The third P: Place.......................................................................................7
The Fourth P: Promotion.............................................................................8
The fifth P: People and internal marketing.....................................................9
The Sixth P: Physical evidence..................................................................10
The Seventh P: Process Management..........................................................11
Analyses of Environment IKEA has to operate...............................................12
Macro level analysis.................................................................................13
The Political Environment:........................................................................13
Economic Environment ............................................................................14
Social Factors:.........................................................................................15
Technology Factors:.................................................................................17
Environment Factor:.................................................................................18
Legal Factor:...........................................................................................18
3. Page 3
Industry level Analysis .............................................................................18
Porter’s 5 forces Analysis:.........................................................................18
Rivalry amongst competing firms:...........................................................18
Threat of new entrant:............................................................................19
Threat of substitutes: .............................................................................19
Bargaining power of Supplier: ................................................................19
Bargaining power of buyer:....................................................................19
Evaluation of the quality and sustainability of the Ikea offering in the context of its
marketing mix and marketing environment:....................................................19
Product:...............................................................................................19
Price:...................................................................................................20
Place and Positioning:............................................................................20
Works Cited...............................................................................................21
4. Page 4
Introduction
Since its 1943 foundation in Sweden, IKEA has offered functional home furniture and
accessories of good design at low prices so that people can afford the same. The author shall do
the analysis for Ikea taking in view India as the market; the marketing mix would be universal as
Ikea follows standardization process and offers Scandinavian design in its furniture.
Marketing Mix:
“In practice, the core of marketing is considered as the marketing mix. Dr. Ravi Shankar in his
book has cited Neil Borden, who further quotes from an article by James Culliton that a
marketer is viewed by a ‘decider’, or an ‘artist’ or a mix of ingredients’ who plans various
means of competition” – (Shankar, 2002) (Borden, 1964) (Cullition, 1948)
The first P: Product:
Product in the marketing context is anything offered to a market for the exchange or
consumption. In good markets like that of Ikea, we would say that there is an intangible
component to which intangibles like a style, after-sales-services, credit etc., are integrated.
Ikea provides highly functional quality furniture at a low price with a goal to “create a better
everyday life for the many people” which is their core product. Ikea has a wide range of very
well designed home furnishing products and complements these tangible products with
intangible service options online order taking process, picking, transferring and assembling the
furniture which also the augmented value.
5. Page 5
“Kotler has identified five levels of a product. It is the core and basic which might be the same
for most competing products while it’s other level that makes the difference.” (Kotler, Marketing
Management: Millennium Edition, 1999)
Table 1.1 Five Product level
Core Product The fundamental benefit or service that the
customer is buying.
Basic Product Basic, functional attributes
Expected Product Set of attributes/Conditions the buyer normally
expects
Augmented Product That meets the customers desire beyond
expectations
Potential Product The possible evolution to distinguish the offer.
Gronroos constructed that the services a product offer consists of three levels as shown in figure
1.2 below, the first level is basic service level consisting of core services, supporting services and
facilitating services. The second level is of augmented services offering where accessibility,
interaction, and customer participation is given equal importance in delivering the service
product. The third level is that of market communication of the service offering as in its absence
the augmentation services package does not have any relevance to the customer (Gronoos, 1987)
6. Page 6
The Second P: Pricing
Pricing is linked to demand any increase or decrease in prices affect demand, similarly prices
also tend to increase perceived value, for example, a high-cost product is perceived to be of
better quality and better post-sales support and service.
The Core Product
Supportin
gservices
Facilitatin
gServices
The Service Concept
Interaction
Accessibility
ofthe
services
Consumer Participation
CorporateImage
Wordof
Mouth
Marketing Communication
Figure 1.2: Image, Communication and Augmented
Services
Offering.
7. Page 7
In setting price objective, several factors related marketing strategy should be considered:
First is the plan the market position of the product. “Gitlow suggested that price not only
influences the market position but also significantly affects customers' perceptual positioning. It
is therefore important to keep market/customer position in mind while deciding on pricing
strategy. (Gitlow, 1978) Secondly, the stage of the lifecycle of a product is important for setting
price as during the introductory stage if the demand is high and no or low completion prices can
be high which is a skimming policy similarly if the demand is low and competition is higher than
market penetration policy can be used for lowering the price. Also, the elasticity of demand
needs to be considered if the demand is sensitive to change in price.
Thirdly an in-depth understanding of competition needs is to be conducted in terms of brands,
substitute products, and complementary products.
Lastly, we need to consider the strategic role of pricing in the overall marketing mix for example,
Ikea can introduce package deals and discount which can enable customer use their products this
might be a losing proposition in short but in the long run this would increase customer mindshare
and likely hood of them buying the IKEA product due to experience they had with the products
they bought with discount or in package deal.
Ikea offers reasonable and affordable price for the furniture, they use large volumes and fa
packaging to cut cost.
The Third P: Place
There are 2 methods to sell channel and direct, direct, traditional channel involved distributors
and multi-brand or exclusive retail stores, but new age retail channel also includes online internet
8. Page 8
based selling via intermediaries like amazon, eBay, Argos, Tesco etc., direct channel is Ikea own
stores, Ikea own website through which they offer B-to-C online product as well.
Ikea has over 360 stores in around 50 countries; In July 2014, Ikea opened its foremost store in
India in the town of Hyderabad and is expected to open stores in Bangalore, Mumbai, and Delhi
soon.
Ike Smaland is a play zone is in every Ikea store. Parents leave the kids at the entrance to the
park and pick them up following their return. This allows undivided attention from parents and
they experience products and get navigated around the store in by the store employees
The Fourth P: Promotion
The Promotion is also called the marketing communications mix, consisting a blend of
advertising, sales promotion, public relation, personal selling and direct marketing. Ikea uses
both pulls and pushes strategy.
“In the service sector, there is a direct contact between the person who provides the service and
the consumer, therefore, some amount of promotion should be targeted at the employees so to
motivate them to serve the customer better. In such communication, the objective can also be to
educate the employee about how to handle operational problems and customer handling so as to
increase their performance level. The other set of the audience is similar to that of goods where
the target audience may not necessarily be the buyer or user, but also the influencers, decider or
user of the buying cycle” (Shankar, 2002)
Apart from TV advertising, newspaper, brochure Ikea also conducts internet marketing
advertising on various sites and social media. Ikea also pays a lot of importance to environmental
9. Page 9
and ethical issue; they cooperate with UNICEF, Worldwide fund for nature (WWF) which
contributes a lot to building a favorable corporate image and good public relationship.
The ‘Ikea Catalogue’ is a list issued yearly by Swedish home furnishing retail merchant IKEA.
First issued, in the Swedish Language in 1951, the list is deemed to be a principle promotion tool
of the company and as of 2004, consumes 70% of its annual marketing budget. Worldwide,
approximately 208 million copies of the catalog were printed in the year 2014 with 62 different
versions of the catalog created in 43 countries. The Catalogue is now available online as well.
The fifth P: People and internal marketing
“Judd, in 1987, came with yet another ‘P’, people. Judds argument was that it is the employees,
which represent the organization to the customer. If these employees are not given training on
how to go about face-to-face customer contact, the entire marketing effort may not prove to be
effective.” (Judd, 1987)
Strategic Objective of Internal Marketing
Overall Objectives To develop motivated and customer-conscious personnel
Strategic level
Objective
To create internal environment the supports customer-consciousness and
sales-mindedness amongst the personnel through supportive:
Management methods
Personnel policy
Internal trading policy
Planning and control procedures.
Source: (Gronross, 1981)
10. Page 10
Ikea has a well-trained and motivated Frontline and back-end team, the front line team engages
with customers directly in person, over phone or face-to-face this includes the sales team, which
helps the customer decide and help buy the furniture, the phone based support and sales and on-
site assembly team for customers who chose the not do it your self-option.
The Sixth P: Physical evidence
G Lynn Shostack once observed. “A physical object is self-defining a Service is not.” And
therefore the marketing task in service industries is “definitions for the service what the service
cannot define for itself.” (Shostack G. L., 1987)
Although a consumer cannot see a service, but definitely he can see various tangible clues of the
service offer like facilities, communication, material, objects, employees, other customers, price,
etc. On the basis of his perception of the tangible clues, the customer makes the purchase
decision.
In services marketing, both peripheral and essential evidence is significant as they aid in
providing the tangible experience of service to the consumer. Peripheral evidence can be
possessed as a part of the service purchased while essential evidence, on the other hand cannot
be possessed.
McGrath added two more Ps: Physical Facilities and Process management, his argument in
support of these P’s was that the physical facilities are important in facilitating the delivery of
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services. (Macgrath, 1986)
Figure 1.3 The three Elements of Service Evidence
“As per Berry and Parsuraman physical environment is one of the three elements. The other two
elements are communication and price as shown in figure 1.3. There three elements are not
mutually exclusive, but rather they influence each other.”(Berry & Parasuraman, 1991)
Ikea has no of showrooms across the world the product design, the facilities, the ambience, the
facility design, the social factors like behaviors, number of services, personal, and children
playing area, recreation facility like restaurants, quality and quantity of other customer, it own
vehicles that deliver the product all of them lead to physical evidence influencing customers,
employees, and influencers.
The Seventh P: Process Management
The importance of process management is that it assures service availability and consistent
quality.
Price
Communication
Enviroment
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Ikea selling process is less complex and has some divergence in term of options for customers to
buy online or directly from store and option of delivery or assemble services for products. The
process is standardized.
“Shostack describes process in two ways: The first way is as per steps and sequences that
constitute the process and she termed it as ‘complexity of processes. The second according to
the exceptional latitude or variability of those steps and sequence, which she called ‘divergence’.
Any service process is a combination of both complexity and divergence.” (Shostack G. L.,
1987)
Analyses of Environment IKEA has to operate
The business environment if often divided external macro environment, the external industry
environment.
Exhibit 1.4 Drivers for global strategic perspective
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Macro level analysis
The Macro level environment consists of Political, social, economic, Technology, Environment
and Legal factors (PESTLE).
The retail sector is India is expected to be worth US$ 675 billion by 2016 and its fractured and
disorganized nature means that it's huge potential for consolidation or entry of an outside player.
The Political Environment:
The government can have a major impact on business by imposing regulations, the level of
taxation, import duties, and provide subsidies to certain firms.
Business strategies are now also affected by global institutions like World trade organization and
regional economic blocks like The European Union, NAFTA, and the Association of South
Asian Nations (ASIAN) Free Trade Area (AFTA). (Geogrge & Mellahi, 2011)
Hence, multinational firms need to pay attention to a complete set of important political issues,
regional economic integration, government legislation, political risk, tax policy and corruption.
The Foreign Investment promotion board has given approval to IKEA to invest INR 10,500
Crore and they plan to open 25 stores in 10 years, they have already opened a store in Hyderabad
and new stores are expected in Mumbai, Delhi and Bangalore soon.
http://articles.economictimes.indiatimes.com/2014-09-17/news/54024673_1_furniture-retailer-
new-stores-large-format-stores
India is both a sourcing country as well key market for IKEA and with India is a labor abundant
country the government would like Ikea to invest in India, which creates employment and for
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IKEA India is the second largest country in terms of population and growing hence a key market.
Also, India has been sourcing market for Ikea for 25 years.
India and the EU are working towards Bilateral trade agreement (BITA) for which frame has
already been agreed and government of India is now at an advanced stage talk with the European
Union (EU) to conclude BITA, commonly known as EU-India Free trade agreement. Since
Sweden is part of the EU, which is the country of Origin of IKEA it stands to benefit from the
bilateral trade agreement.
Economic Environment
Changes in economic business environment can influence a firm’s expansion. Exchange rate,
cost of production, cost of capital, inflation and cost of living, working –age population,
unemployment, Debt – internal and external, Income distribution, Urban verse rural income,
labor cost, poverty, productivity, Balance of payment are to be considered while analyzing
economic environment.
Other factors that are to be taken into consideration are Gross National income, Gross Domestic
Products, Per Capita Conversion, Rate of change, Purchasing power parity, Degree of Human
development, Green Measure of GNP (Daniels, Radebaugh, Sullivan, & Salwan, 2009)
- Indian GDP in 2014-15 is US$ 1.68trillion
- Gross Value added at basic price is 7.5 percent.
- Per Capita Income for 2014-15 is US$ 1166.48
- Growth in per capita income is 6.1 percent.
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- Purchasing power parity: 7,996.6 US$ ranked 3rd in the world and 6.4 percent share of global
GDP on a PPP basis.
- Population 1.2 billion
- External Debt (end-December 2014) – US $ 461.9 billion
- Long-term debt – US $ 376.4 billion
- Short-term debt – US$ 85.6 billion.
- Reserves: US$ 355.4593 billion
- Cumulative Foreign Direct Investment inflow: US$ 373.163 Billion (Between April 200 to
April 2015)
Income level of Indians is increasing and they aspire for the better quality of life; spending by
average Indian is more than ever before.
India is also a high potential market for luxury retail furniture and for office furniture which is a
large market due development work happening in India and 100 new smart cities proposed by
the government of India.
India also provides for low cost labor, raw material, production and supply chain which can be
used for exports by IKEA as well as its mainland is well connected via train and road to its
seaports and has land routes to Asia Pacific, Central Asia, Persia, Middle East as well.
Social Factors:
Social factors are extremely important for marketers to understand before they plan and enter a
market. Information related to population, age group, cultural values and attitudes, accepted
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norms, education, social institutions, manners and customs, ethical dimension, religion,
Languages, Hofstede index -power distance, individualism, masculinity are important to gather
before making any marketing plans and market entry strategy.
Regional Languages in India: Assamese, Bengali, Gujrati, Hindi, Kannada, Kashmiri,
Malayalam, Manipuri, Marathi, Nepali, Oriya, Punjabi, Sanskrit, Santali, Sindhi, Tamil, Telugu,
Urdu.
Hofstede Index for India:
- Power distance 77
- Individualism 48
- Masculinity 56
- Uncertainty Avoidance 40
- Long term orientation 51
- Indulgence 26
Population Facts:
- Age Group 15- 19 – 9.7% (Source: Ministry of Home affairs)
- Age group 20-24 – 8.7%
- Age group 25-44 – 27%
- Age group 45-64 – 13%
- India, Middle class: 267 million people.
India has rising middle class and 48.7% of the population is working adults, hence there is high
potential demand, the furniture retail segment is getting organized and currently there are multi-
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brand outlet chains like hometown, Fab furniture etc. and there is high demand for furniture
fueled by multiple segment requirements within home furnishing.
India is also going through social transformation where due to technology, information sharing in
happening across the country, more children are getting education and India is transforming into
a modern nation with its deep routed ethics and value system intact.
Technology Factors:
Technology has changed the way business was conducted and technology can influence the
business success. Technology directly impacts organizational efficiency and can reduce any
efficiency loss making the firm more competitive.
“Three important things to consider are global technology scanning and technology clusters, the
rise of knowledge-based economy and spread of internet” (Geogrge & Mellahi, 2011)
- Broadband users in India: 243.9 million
- Mobile users in India: 962.34 million
- Smart Phone users in India: 167.9 million (3rd largest in the world)
India has high-speed internet access, data centers, secure payment gateways, cyber laws, growing
and high penetration into mobile, broadband and smartphone users, which can be effectively
used by Ikea in their e-commerce sales and supply chain management thus enabling high
efficiency, lower cost, higher profits and revenue for Ikea in India.
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Environment Factor:
The two important environmental factors that relate to IKEA are wood for furniture which is
produced by cutting trees and other is power both have environmental effects in terms of carbon
and greenhouse gas emission leading to environmental concerns.
There is an environment clearance process India, Ikea would have to go through the same and
comply to ensure that they have requisite clearance especially in case of manufacturing in India.
Legal Factor:
The legal acts that concern Ikea in India are Foreign Exchange Management Act, 1999 and a
regulation made thereunder competition act, 2002 (‘FEMA’), The companies Act, 1956,
Securities and Exchange board of India Act, and regulations made thereunder, Income tax act,
1961, stamp duty laws, health and safety law, Labor laws, consumer laws. IEKA should ensure
that they have a good understanding of the law and comply with same before venturing or
expanding their business in India.
Industry level Analysis
Porter’s 5 forces Analysis:
Rivalry amongst competing firms: Indian Retail furniture market can be categorized in
organized and non-organized player and at present the number of organized companies is low
Fab-India, Hometown, Godrej Furniture as against globally were there it is high with players like
Walmart, Argos, Tesco, Target etc. are in retail furniture.
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Threat of new entrant: India has high amount of unorganized retailer as the capital expense is
low, however, as we have seen which other organized retailers who bring standardization and
economies of scale and Scope, high capital the threat of new entrant is then low as the author has
observed it is difficult for new players to replicate the process and best practice at a large country
wide level.
Threat of substitutes: The presence of substitute products puts a ceiling on the price that can
be charged hence reducing profitability. In case of Ikea, the threat of substitute product is low.
Bargaining power of Supplier: Since there are few dominant buyers and product have
differentiations hence the bargaining power of supplier is low.
Bargaining power of buyer: the bargaining power of the consumer is high as they can switch
to competing brand or substitutes.
Evaluation of the quality and sustainability of the Ikea offering in the
context of its marketing mix and marketing environment:
“Sustainable marketing calls for meeting the present needsof consumers and business while also
preserving and enhancing the ability of future generations to meet their needs.” (Kotler,
Armstrong, Agnihotri, & Haque, 2013, p. 498)
Ikea provides quality and sustainable offering in its marketing mix and environment.
Product: Ikea adopted environment action plan included 10 key initiatives
1. Replace polyvinyl chloride (PVC) in wallpaper, home textiles, and showers.
2. Minimize the use of formaldehyde in its products.
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3. Produce a model of chair (OGLA) made from 100% pre-consumer plastic.
4. Introduce a series of air inflatable furniture products in the product line to reduce the use of
raw material and transportation weight and volume.
5. Eliminate acid-curing lacquers.
6. Reduce the use of chromium of metal surface treatment.
7. Limit the use of substances such as cadmium, lead, PCP, and AZO.
8. Use wood from the responsible managed forest that replants and maintain biological
diversity.
9. Use only recycles material for flat packaging and “pure” (non-mixed) material for packaging
to assist in recycling.
10. Introduce rental bicycles with trailers for customers in Denmark.
Ikea introduced IWAT Code of Conduct for supplier which outlines work to reduce waste and
emission to air, ground and water, handle chemical safely etc.
Price: Ikea provides people with good furniture at a sustainable lower price, however with good
quality.
Place and Positioning: : Ikea focus to sound environment information and provide
environmental friendly alternative for acquiring IKEA products, this includes marketing
material, a catalog of products on none- chlorine bleached paper and use pulp for framing wood;
Limiting its catalog production to one catalog per year and accepting old catalog back at store for
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recycling , free shuttle buses from selected cities locations to several stores in Europe; allowing
customers to deposit old furniture before purchasing new furniture at some stores in Switzerland.
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