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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.

Marketing of social products : family planning in Bangladesh

Miyan, A. January 1976 (has links)
This dissertation is a study of the problems and prospects of marketing family planning social products in the over-populated Bangladesh society • A social marketing perspective was used to develop models and hypotheses and the objectives of the conswner survey. Through the consumer survey, data on a large spectrum of variables was gathered to permit investigation of the demographic characteristics, and knowledge, ~ttitude and practice relating to the family plamling social product. Examination of the background characteristics of the survey couples brought out the critical nature of the population problem presently facing Bangladesh and the environmental constraints of a social marketing programme. The couples are primarily uneducated, engaged in agricultural occupation, have more than two children, are relatively young wi th a large nWllber of years of reproductive life ahead and with an age structure conducive to further population growth. There is a high degree of awareness of family planning concept and methods and high degree of approval for the same, but the practice of birth control is dismally low. The determinants of demand singled out by the study are the education of the wife, attitude towards family planning, the number of living children and the cost of contraception. This suggests that some of the structural barriers, such as the education of the wife and the family size, will continue to persist and will make the social marketing task difficult. The cost and attitude variables, on the other hand, are actionable within a social marketing framework. A differentiated marketing strategy,in deference to the present undifferentiated one, is suggested by the segmentation approach. Similarly the high degree of clustering of product preferences indicates the need for abandoning a 'cafeteria' approach to product line decision. The poor performance of the family planning social product has been caused by lack of demand and not by lack of supply. Motivation ~o adopt birth control is low and the social marketing approach is emphasised as a means of creating motivation and hence demand. The supply element, considered simply as physical distribution, is not presently a significant barrier towards birth control. Within the constraints of the consumer survey approach, the broad guideline for formulation of a social marketing action strategy involving all the elements of the social marketing planning process framework has been indicated. The 'newness' of the approach of this study, did not permit delineation of policy alternatives in the light of prior experience, especially with respect to the social marketing instrumental variables. A substantial amount of field experimentation and field oriented research utilising sample survey and other existing, as well as new, research tools will be necessary to firm up the basic social marketing theme of this thesis.

A soft computing approach to customer segmentation

Hiziroglu, Abdulkadir January 2009 (has links)
Improper selection of segmentation variables and tools may have an effect on segmentation results and can cause a negative financial impact (Tsai & Chiu, 2004). With regards to the selection of segmentation variables, although general segmentation variables such as demographics are frequently utilised based on the assumption that customers with similar demographics and lifestyles tend to exhibit similar purchasing behaviours (Tsai & Chiu, 2004), it is believed the behavioural variables of customers are more suitable to use as segmentation bases (Hsieh, 2004). As far as segmentation techniques are concerned, two conclusions can be made. First, the cluster-based segmentation methods, particularly hierarchical and non-hierarchical methods, have been widely used in the related literature. But, the hierarchical methods are criticised for nonrecovery while the non-hierarchical ones are not able to determine the initial number of clusters (Lien, 2005). Hence, the integration of hierarchical and partitional methods (as a two-stage approach) is suggested to make the clustering results powerful in large databases (Kuo, Ho & Hu, 2002b). Second, none of those traditional approaches has the ability to establish non-strict customer segments that are significantly crucial for today's competitive consumer markets. One crucial area that can meet this requirement is known as soft computing. Although there have been studies related to the usage of soft computing techniques for segmentation problems, they are not based on the effective two-stage methodology. The aim of this study is to propose a soft computing model for customer segmentation using purchasing behaviours of customers in a data mining framework. The segmentation process in this study includes segmentation (clustering and profiling) of existing consumers and classification-prediction of segments for existing and new customers. Both a combination and an integration of soft computing techniques were used in the proposed model. Clustering was performed via a proposed neuro-fuzzy two stage-clustering approach and classification-prediction was employed using a supervised artificial neural network method. Segmenting customers was done according to the purchasing behaviours of customers based on RFM (Recency, Frequency, Monetary) values, which can be considered as an important variable set in identifying customer value. The model was also compared with other two-stage methods (Le., Ward's method followed by k-means and self-organising maps followed by k-means) based on select segmentability criteria. The proposed model was employed in a secondary data set from a UK retail company. The data set included more than 300,000 unique customer records and a random sample of approximately 1 % of it was used for conducting analyses .. The findings indicated that the proposed model provided better insights and managerial implications in comparison with the traditional two-stage methods with respect to the select segmentability criteria. --' The main contribution of this study is threefold. Firstly it has the potential benefits and implications of having fuzzy segments, which enables us to have flexible segments through the availability of membership degrees of each customer to the corresponding customer segments. Secondly the development of a new two-stage clustering model could be considered to be superior to its peers in terms of computational ability. And finally, through the classification phase of the model it was possible to extract knowledge regarding segment stability, which was utilised to calculate customer retention or chum rate over time for corresponding segments.

Marketing Strategy Development of Community Businesses in Thailand

Srikaew, Anuwat January 2009 (has links)
Small community businesses in Thailand have flourished, noticeably under the OTOP scheme, started in 2001. This study focuses on community businesses (CBs) in Chiang Mai province involved in the production of fabric and clothes that have faced issues such as marketing problems. Appropriate marketing strategies can be employed to ensure that these issues can be managed, allowing these community businesses to eventually become self-reliant. The objectives of this study were to: I) Investigate the internal and external factors that influence marketing strategies of community businesses; 2) Examine the existing marketing strategies employed by community businesses; 3 ) Consider which of these marketing strategies should be developed to benefit the community businesses; 4) Develop the chosen marketing strategies further. Mixed method approaches were employed, referred to in this study as Exploratory Sequential Design. This design starts with a qualitative approach, and then builds to a quantitative study. Phase 1 (QUAL I): Document study and the use of focus groups, aimed at exploring phenomena and context (the internal and external factors influencing marketing strategies of community businesses). Phase 2(QUAL 2): In-depth interviews and observations were conducted to prepare variables and questionnaires for the quantitative approaches that were later employed. The results of phase 1 and 2 (qualitative phases) showed that the macro-external (political, social and cultural, economic and technological) factors had a significant impact on community businesses, both providing opportunities and creating threats to their potential success. The study of micro-external factors (customers and competitors) showed that the OTOP Groups' sales were mainly to local customers. Customers also included wholesale distributors, overseas buyers and tourists. Competitors ranged from local producers and factories to neighboring countries.The study of internal factors showed that organization and management was undertaken in a cooperative style. The manufacture and production of products was typically hand made or machine made in the traditional local style, using locally sourced raw materials. Financially, community businesses were found to build their capital from the shareholders and members of the business, as well as securing external funding. Financial education was also provided by agencies affiliated with the OTOP project. Marketing, which also come under internal factors, was seen to have four main areas of focus, namely product, price, place and promotion. The products being produced fall in to the categories of fabrics, clothing, personal effects, household articles and souvenirs. The prices are set by a combination of production costs and rivalry between competitors. The distribution, or place of sale, was seen to be through a variety of shops, wholesalers, exhibitions and events. With advertising being expensive, cost effective methods to promote products used included name cards, brochures and in some cases buying local radio advertising space. Phase 3 (QUAN I) Under a quantitative approach, the researcher used survey method with 400 customers of CBs in Chiang Mai province of Thailand. Statistical methods of Factor Analysis, Multiple Regression, and Percentages were used in this study. The results of the factor analysis showed six components, or factors, that would be significant areas of interest: Place, product, personal selling (customer service), promotion, packaging and price. This was ascertained through a rotated component matrix, listing the factors loading after rotation. Using the process of multiple regression on these six factors, three key areas of place. product and personal selling (customer service) were identified as being the most significant areas to develop marketing strategies. These three areas of place, product and personal selling (customer service) were subjected to SWOT and TOWS analysis to systematically develop and suggest 15 appropriate marketing strategies. These are as follows: (I) Broaden the range of traditional clothing garments produced; (2) Gain knowledge of latest fashion trends, in order to develop stylish garments incorporating modern designs with traditional fabrics; (3) Employ stricter quality control measures to ensure products are of consistently better quality; (4) Encourage producers of high quality products (4 star and 5 star) to broaden their channels of distribution into the potentially lucrative export market; (5) Identify staple items that are most popular with customers implement a production strategy that caters to these market demands; (6) Broaden the channels of distribution utilised by community groups to sell their products; (7) Maintain rigorous staff training programmes, to ensure that all sales staff have detailed knowledge of the products they are selling to customers, as well as modem selling techniques; (8) Community businesses should focus their production firmly on handmade, traditional, intricate products that are unique to their local area; (9) Develop a complementary network of producers producing inter-related goods; (10) Utilise government funding to establish 'one stop' OTOP shopping centres within each district town centre in Chiang Mai to cater for customers interested in OTOP products; (II) Develop a range of natural, colour-fast dyes for fabric; (12) Improve the consistency in terms of quality of community business products: (13) Cease production of modem clothing garments; (14) Educate CB employees about the negative impact of chemical dyes on the customer and the environment; (15) Improve the layout and visual appearance of OTOP retail premises in order to make them distinctive from those of their competitors.

The implementation of information technology and customer relationship management systems in small and medium-sized interprises

Nguyen, Thuyuyen H. January 2009 (has links)
This research is infonned by two areas of study, customer relationship management (CRM) and infonnation technology (IT) in small and medium-sized enterprises (SMEs). It investigates the behavioural and psychosocial aspects of people within an SME's environment, and their perceptions of the IT and CRM adoption environment. The first major development in this study is a survey instrument, called the b~formatioll Technology and Customer Relationships Management Adoption Inventory (lTCRMAI). The instrument has five scales, which measure the factors of the IT /CRM adoption environment in SMEs. They are Information Technology Resources, Customer Relationships, Organisational, Networking and Barriers to Adoption. This instrument is now available for use in different settings. The other major development is a framework for IT/CRM adoption called the Information Technology/Customer Relationships Adoption Framework. It illustrates the overall adoption process with factors that could influence the outcome of an implementation in SMEs, in this case, is the Perceived Success. The major findings from the study suggest that, in SMEs, various factors influence the CRM/IT adoption environment and these factors are Customer Relationships, Organisational, Networking, Infonnation Technology Resources and Barriers to Adoption. Most of these factors are associated with each other except for Barriers to Adoption, which only associates with the Organisational and Customer Relationships factors. The Infonnation Technology Resources factor has direct contribution to the outcome called Perceived Success of the implementation, whereas other factors have significant associations with this outcome. A more detailed assessment of the Information Technology Resources component found that for SMEs to have a successful implementation, organisations should focus on strengthening their information tcchnology capabilities and abilities. Personal factors of age, gender, education and profession. business factors of size, position in industry and type of industry, and CRM-relatcd factors such as frequency of customer contact and the use of CRM also show signi ficance association with the adoption environment and thc perceived success. The results from this study suggest some guidelines for SMEs when it comes to IT and CRM adoption.

Bahrain's bigger picture : a contextualized brand image for tourism

Al-Arrayed, Lamya J. January 2009 (has links)
Destination brand image is a major determinant of the economic future of places, and it is a product of their actions. Branding involves the design and construction of a brand identity that attempts to influence the brand image. The brand identity for tourism purposes should be integrated into a holistic branding strategy. Potential tourists are influenced by word-of-mouth, and brand loyal destination employees (residents) and customers (residents and tourists) holding positive images can act as destination brand ambassadors, producing positive word-of-mouth. This thesis used a quantitative methodology to discover the brand image of the Kingdom of Bahrain as a tourist destination by investigating both satisfaction with its attributes and holistic perception. It then investigated the positioning of foreign expatriates by comparing their images of the host destination with those of local residents and event tourists. It also explored whether demographics, attribute satisfaction or holistic perception (brand image components) can contribute to prediction of brand loyalty to the destination's tourism product, defined as recommending that others visit the destination. Bahrain's strengths and weaknesses as a destination were discovered, to provide a basis and a direction for the design of a brand identity. Expatriate responses were found to differ from those of locals and tourists significantly enough to warrant being considered a separate segment. Using logistic regression, satisfaction was found to be the best aid to predicting expatriate brand loyalty, while holistic perception was the best aid to predicting the brand loyalty of locals and event tourists. The results can contribute towards filling the gaps of Bahrain's destination image, the positioning of expatriates and the prediction of brand loyalty.

UK corporate website design at the identity:image interface constraints and enablers

Tomlins, Claire January 2009 (has links)
No description available.

Essays on Firm-Level Responses to Globalisation

Iacovone, Leonardo January 2010 (has links)
This thesis analyses how Mexican firms responded to the challenges and opportunities of globalisation generated by the NAFTA reforms during the 19908. Using a unique firmlevel dataset that covers 85 percent of Mexican industrial output, and relying on recent advances in trade theory modeling of heterogenous firms, we examine firm-level responses to these reforms from different perspectives. After having described this dataset, in the first essay, we study the relationship between trade reforms and productivity and, relying on an innovative methodology to capture the overall impact of NAFTA, we show that NAFTA affected firms differently depending on their different "integration status". Building on the previous findings, in the second essay we develop a Schumpeterian growth model predicting that the impact of liberalisation on economic performance is asymmetric. We then test its prediction and confirm that firms that are further away from the "productive technological frontier" are less positively affected by the liberalisation. As NAFTA not only increased domestic competitive pressures but also expanded export opportunities, in the final two essays we concentrate on the behaviour of exporters. Our main findings show that plants that will export a particular product variety in the future experience an increase in the domestic unit value obtained for this variety two years before exporting starts, and this is accompanied by an increase in investment activity. Further, our stylised facts confirm that exporting is a relatively rare activity and document a significant degree of churning at the product level that takes place in response to declining trade costs. We also find evidence suggesting that firms' decisions to expand and drop products are influenced by what appear to be their "core competencies". Finally, we uncover that new exporters tend to "start small", and start exporting by introducing into foreign markets those products that they are already selling at home.

The desired-perceived identity gap of fast fashion retailers

Cheng, Ranis January 2010 (has links)
While the gap between desired identity [how organisations present their identities to the public] and actual identity [how employees perceive organisations' corporate identities] has been explored to a great extent in the corporate identity literature, there is a lack of empirical evidence into how customers perceive companies' corporate identities [perceived identity]. In order to address this apparent gap, the aim of this thesis is to examine the role of corporate identity in the UK's fast fashion retail sector [H&M, Zara, Primark, Topshop / Topman] by exploring customers' perceptions of corporate identity and analysing the gap between desired identity and perceived identity. Building upon recent developments in the literature on corporate identity, a number of key constructs have been identified. To explore these empirically, case study research approach has been employed based on documentation analysis, interviews and survey questionnaire. Fashion retailers' desired identities were derived from case companies' secondary sources which are available from the public domain. Customers' perceived identities were generated from forty semi-structured interviews with fashion customers in the preliminary stage of the study. Survey was then used to further measure customers' perceptions of retailers' corporate identities. Research procedures were employed to ensure the reliability and validity of the questionnaire have been achieved. A response of 442 research sample was achieved. The results show that customers' interpretation of corporate identity can be attained, especially within the fast fashion retail sector where customers can identify all aspect of the retailers. Moreover, the main findings suggest that desired-perceived identity gap exists in all case companies with some cases were apparent than others. The outcomes of this study contribute to the literature of corporate identity and fast fashion retailing as it investigates the ways in which customers perceive retailers' corporate identities in the U.K. fast fashion retail sector. The thesis also provides fruitful insights for the fast fashion retailers in managing their corporate identities.

Improving marketing decisions through the use of choice models

Rogers, Gregory D. January 2011 (has links)
The importance of forecasting brand sales has grown as markets become increasingly competitive and the cost of failing increases. Approximately two-thirds of new consumer product goods are discontinued within two years of launching. An accurate forecast of brand sales based on a robust measurement of consumer preferences can help marketing managers avoid costly failures before they get to market. However, the current approaches that measure consumer preferences suffer from a variety of limitations. These include: 1) difficulty interpreting claimed purchase intent data unless it has been calibrated to actual purchase data, 2) choice based conjoint (CBC) approaches that are too complex and costly inhibiting widespread application, and 3) models of historical sales data (Le. marketing mix models) that are not always viable due to the lack of data availability in many markets, and have limited application regarding decisions on launching new products or new marketing vehicles. In this thesis we examine how choice models can help address the limitations of current approaches that measure consumer preferences. Choice models, based in ii this research on either constant sum or CBC, are used to estimate the share of preference for a brand under various marketing conditions. A variety of aspects affecting the utility of choice models for forecasting purposes are explored in this thesis. We look at how context effects can be used to minimise response bias at the data collection stage, how the Dirichlet model can help estimate new product trial at the analysis stage, and how marketing mix models can be enhanced with data from choice models. Through the examination of these applications of choice models, we demonstrate how many of the limitations of the current methods can be overcome, which can help improve the decisions made by marketing managers. An underlying theme of this thesis is the importance of model validation, with many of the current methods lacking in this regard. The importance of external validity is examined, and the external validity of choice models (based on CBC and constant sum) are reviewed for use in a variety of applications. Understanding model accuracy, as determined through a validation exercise, is instructive to marketing managers as it informs them on how much confidence they should place in the model when making a decision. Understanding model validity is also critical for researchers as they seek ways to improve their models.

The role of embodied conversational agents in financial services applications and customer segmentation via the pecuniary questionnaire

Matthews, A. January 2009 (has links)
This work takes a psychological perspective on HCI and the user-centred nature of the user interfaces and systems under investigation. The research presented here provides empirical evidence or the thesis that Embodied Conversational Agents (ECAs) represent a highly effective tool for human-computer interactions in future financial services applications, particularly when their product portrays match the pecuniary traits of the customer. ECAs can provide a personal and effective platform for everyday banking enquiries whilst utilising and realising an effective customer targeting tool. A practical metric is presented with which financial institutions can segment customers and predict which products certain groups would be likely to consider purchasing by assessing consumer’s pecuniary attitudes and behaviours. Companies can utilise data derived from such metrics to strengthen the customer-company relationship and to increase customer satisfaction, thereby improving the processes for recruiting, retaining and maintaining customers.

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