MKT619 Final Project-Marketing

Friday 31 October 2014

MKT619 Project Proposal on following topics are available 2013

Dear Students MKT619 project proposal for current semester fall 2013 of Virtual University of Pakistan are available. Students are required to select their MKT619 project proposal topic from given list and they can make their proposal according to Virtual University given requirement.

MKT619 Project Proposal topics for final project marketing

Consumer perception regarding in-store environment: A comparative study of two mega stores A & B.
Consumer perception with respect to product purchase decision: A comparative study of brand A, brand B and brand C (from the same product line).
Consumer perception with respect to Perceived Quality and Brand Association: A comparative study of brand A & brand B.
Consumer perception with respect to Brand Awareness and Brand Loyalty: A comparative study of brand A & brand B.
Comparison of Brand loyalty and Customer satisfaction of Brand A & Brand B.
Comparison of Perceived quality and Store image of hyper markets.

MKT619 Project Proposal topics for dissertation.

Qualitative Research topics

Effect of brand equity on product purchase decision: a study of cosmetic products users.
Effect of retail branding on consumer buying behavior: a study of fashion brands.
Effect of advertising spending on brand loyalty.
Effect of advertising spending on customer satisfaction

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MKT619 Sample List of Topics overview fall 2013

Dear Students,

Hope you all have been entered in the MKT619 course with good health and ready to explore new marketing horizons with your advance research methods and techniques.

Till the time, you all have well reviewed the contents of this course along with course calendar available in “overview” section as well as in Lesson #02 of this course so this is a particular time to start thinking about your research topic. Your research topic should fall in area of Marketing research and for that, you are guided with a Sample List of Topics is available. Click at the below link to view.

MKT619 Project Topics for Fall 2013 (new)

Be aware While selecting Topic

While selecting your topic, keep following points in your mind:

Your selected MKT619 topic should be of your area of special interest as it will make your entire research process really smooth, interesting and exciting.
Your selected topic should not be narrower enough that it will not cover “actual message” of your selected topic well, nor it should be broader enough that it will not convey the significance of your research properly.
Your selected topic should be “realistic” enough that your stakeholders should extract true and valuable marketing research knowledge out of it.
Your selected topic should be “innovative” enough that it should open new marketing prospects for its stakeholders.
Specifically, Your selected MKT619 topic should implement your maximum marketing concepts already studied in your previous courses (both marketing specialization and research course)
Try to have fruitful and open discussions regarding your selected topic with your fellows and particularly with our marketing thesis experts in order to explore maximum potential and workable dimensions. For this purpose, do not hesitate to contact with us.

You all are specially instructed to start listening lectures and studying handouts of MKT611 and STA630 before starting practical working of your final project and dissertation in order to refresh your research concepts required to complete every research stage!

Regards

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MKT619 Marketing Dissertation Projects Assignment # 5

Dear Students,
This is to inform you that assignment# 05 dissertation projects in marketing has been opened on VULMS. You must submit your final project or dissertation by uploading it against the link for assignment# 05 on the course VULMS before due date (Jan 10, 2014). Make sure submissions through E-mail will NOT be entertained. The formats of project as well as dissertation are available in Lesson #05 and the DOWNLOADS tab in the course VULMS.

NOTE:
Only those students, who have a Valid Proposal approved by the Instructor, are allowed to submit marketing dissertation projects Assignment # 05. Copied/plagiarized work will be completely REJECTED. Any evidence of plagiarism (if found at any instance) shall be strictly dealt as per ZERO TOLERANCE POLICY given below:

MKT619 marketing dissertation topics list

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MKT619 Final Project Comparison of Brand Loyalty Coca Cola

Dedication

MY LOVING PARENTS

Whose love and prays always accompanied me

And guide me like a shining star whenever I was

In darkness and enable me to reach this stage

Acknowledgment

Up and above every thing, I am grateful to almighty Allah the beneficent, the merciful, and His Profit (Peace be upon him) who is forever guidance for whole humanity. I am greatly obliged to Allah by whom grace I have been able to complete this course successfully.

I express my thanks to Virtual University of Pakistan Lahore, because of providing us all facilities that we needed throughout the academic session.

I find myself very lucky to have a student of virtual university of Pakistan. I found that institution is preeminent because this institution provides us the best knowledge at our door step.

I am also thankful to my class fellows and friends whose cooperative behavior helped me in completing my studies.

Executive Summary

This study is going to conduct over the topic Brand Loyalty of Pepsi cola and Cola in Pakistan. The main objective of this study is to find out the various factors that make them both companies more strengthen and strong. Mostly we have seen that when customers go into the shop and demand Pepsi cola but due to unavailability of this brand, shopkeeper offers that he or she could consume Coca cola. But he or she refuses to buy this and still demand the brand Pepsi, this is brand loyalty, this study is also going to conduct about this reason why customers buy particular brands what are reasons behind this.

Both companies are the market leaders, and promise to deliver quality of soft drink to their customers. In the next pages we will show you how both companies are doing effective marketing strategy to make their products more durable, and consumable. How company make its brand stronger in the mind of the customers. Various analysis will be done in the next coming pages importantly comparison analysis of brand loyalty towards both company brands.

Data will be collected through questionnaires by holding survey and it will be further processed on excel sheet for analysis and interpretation. Data has been collected from the target market Lahore, from the 100 respondents. In the last we will also mentioned some recommendation and suggestion for the improvement of both companies. Hence whole study will be conduct on the Comparison of brand loyalty between Pepsi cola and Coca Cola.

Introduction of the Project

We have seen that Pepsi Cola and Coca cola are two Leader brands that are fighting in the market. Both are the competitors each other. We have also seen that most of the people prefer to purchase Pepsi brand, but on other side Coca cola has also very loyal customers who prefer to drink Coca cola Brand. So people think both are the market leader. Now question raise who is the market leader which of them what is the ground reality, every person want to know who is leader from them.

Hence this project is also going to find out brand loyalty marketing towards both brands. For the sake of getting result, what are various factors that help the customers to buy specific products? The study is going to conduct purely to analysis comparison brand loyalty between Pepsi and Coca cola. After this study, reader will be enabling to understand why he or she prefers to buy particular brand and what reason is behind. In the market both brand are very useful People prefer to drink only two brands soft drink e.g Pepsi cola and Coca cola. Hence the reason for conducting this study to analysis brand loyalty towards both companies brand.

PRODUCT ATTRIBUTES

Pepsi cola is very strong in products attributes; Pepsi cola is offering highly product quality then other. So brand of Pepsi coal is also highly strong that it is the attribute itself. Pepsi cola all products are based on high quality and prices. Its all products are durable and reliable to their customers.

Brand Performance

According to the study, Pepsi cola brand itself is so dominant, which is readily comes to mind Pepsi is willing to meet consumer needs and desires. That’s why the Pepsi cola offers different complete package to meet the demands of their consumers.

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Consumer Perception with Respect to Product Purchasing Decision HP and Dell

Comparative study of Consumer Perception with Respect to Product Purchasing Decision HP and Dell

The main purpose of this research is to determine the consumer’s perception with respect to product purchasing decision of HP and DELL. Consumer usage and buying of any product largely depend upon their perception about the product. Perception develops through how effectively product has been marketed. These days firms are putting their best efforts in marketing in order to get customer attention and positive impression onare various ways of preparing them. Although mostly Italian food are liked by many people but I found many families who are still not even think of using the product.

Consumer behavior book is the mixture of psychological, social, economical, and social anthropological situations and environment.Perception is how human recognize and interpret stimuli (SITTER, 2008). Consumers’ perception and factors influencing consumer behavior of quality is measured a essential determinant of product choice (Zenithal, 1988).In other words perception is the first impression that individual draw and on the basis of it select, and interpret information to form a meaningful picture of the world (MUNNUKKA, 2008). That’s why it is believed that consumer perception influence customer level of satisfaction and so their buying and usage decisions.

Kumar et al. (1987) examined those factors which effect buying decisions making of large number of respondents for different food products. Country, origin, and brand of the product impact effectively and largely. Brand of the product is the most important factor since consumers more attracted toward brand. Income, age and awareness are dependant factors.Sabesson (1992), stated that brand of processed food is chosen by its quality, taste of the product and price of product. These are the major factor which affects the criteria for food brand selection.

Importance of consumer behavior

Consumer preferences of product attribute is different according to product nature as well as its Social and economic nature of consumer (Uusitalo, 2001).Product attributes are often eye-catching in nature (Vishwanathan and Childers, 1999). The attributes model proposed by GwinandGwin (2003) posits that consumer preference of product is based on maximizing utility from the product features subject to financial shortage. Choice theory defines that consumer preference based on product features.

The topic consumer perception and frequency of usage basically come from consumer behavior. The purpose of the present study is to provide an over view of existing research work about consumer behavior and perception about pasta products. Consumer behavior is the study of why, when, and how. Consumer behavior is that rational behavior that consumer shows toward products while buying.Consumer behavior is the mixture of psychological, social, economical, and social anthropological situations and environment. Perception is basically an organism which describes an individual’s perceived image which he expect from any product or service. Observation can be changed or influenced by numerous factors.

Factors influencing consumer behavior

Brown et al. (2000) reported that the need for educating young generation specially those who are in their adolescence are noticeably increasing, given their regular food eating habits andInitially, the perception qualities of product of privately owned brands were taken as consumer’s perception on the quality of product provided by vendors or company. Scholars have noted that country-of-origin perceptions and expectations lead to cognitions. It also puts significance on particular products and marketing attributes. These were considered as the factors that could bring affect to the people in the country of where the product or services were market (Gary A. Knight, 1999).

Price is regularly taken as a leading factoring guiding choice when it comes to making a buy decision. Price normally has constantly been a determinant factor on consumers’ brand choice when choosing a product or service.It is understood that when a consumer is facing a buying decision for product purchase then he/she isso much concern about the prices of the product and observe prices keenly.This helps them to maximize their direct utility that they gain from the purchase. However, when consumer faces brand with fluctuating prices and perceived quality levels, they would have to make decision about the preference they make on the basis of attributes of the product (Nor KhasimahAlimana and MdNor Othman, 2007).

If these variables are present then consumer normally perceive positive image of product and usage of that product increases. In early 1965, consumer’s response towards pesticide used products (pesticides used in farms were identified (Bearler and Willits, 1968; Sachs et al., 1987). Various Methods they used to explore, included E-mail and telephone surveys. According to the research, there are several causes come up that why consumer prefers to buy organic food products, on the other hand some disadvantages also short list.

Significance of the Study:

This study holds importance for marketing students and marketers alike, consumer purchase decision and behavior that leads to such a decision is important for marketers. This study will give a consumer insight about different factors they keep in mind while making a purchase of an electronic device such as a laptop or tablet computers. For the stakeholders and employees of Dell and HP this study will provide vital information about consumer perception regarding the two mentioned companies, marketing managers and senior managers will be able to identify the factors that lead to purchase of their products, and how can they overcome crucial weaknesses in their products based on which the customer can reject the offered product from either of the two companies mentioned i.e. Dell or HP the study will also suggest why one company has more sales than the other and which one has a larger ratio of consumer preference while purchasing their products.

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Comparison of Brand loyalty and Customer satisfaction of Bata and Servis

Comparison of Brand loyalty and Customer satisfaction

Download MBA Marketing Project Report (MKT619 Final Project Marketing) on Comparison of Brand loyalty and Customer Satisfaction of Bata and Servis with brand loyalty questionnaires. Report has been published for concept only. This project Was explain us about the marketing strategies of the shoe companies and we Was learn how they attract the target market through marketing techniques. Most of the customers are brand conscious and they do not change their loyalties until or unless there is some problem in the specific brand or the customer remains unsatisfied due to the response from the employees of the company. We Was see how and why people always stick to one brand and what are the other things which force them to switch the brand. Very few people change the brand after watching the commercial add of the specific product.

Brand loyalty and Customer Satisfaction

It has concluded through all over the project that the study is on Brand Loyalty between Bata and service. Data has been collected from questionnaires by distributing among customers. So while doing percentage analysis, study has found some true finding which are under below:-

From the overall analysis it is concluded that maximum number of customers liked Bata brand as compared to Service, Hence Bata has more loyal customers as compare to Servis shoes.
Most of the respondents are satisfied with brand of Bata Shoes Company then Servis shoes as per finding that is why they are more loyal with Bata brand.
Majority of the respondents rely on Bata shoes company as compare to Servis shoes, the more trust on Bata brand also indicate more loyalty of the consumers
Majority of the consumers do not want to replace Bata brand as compare with Servis shoes respondents’ interest. So that this interest is also showing the loyalty of the Bata consumers.
Majority of the consumers want to recommend Bata brand to their fellows, relatives as compare to Servis shoes, and this practices is also showing the loyalty of the consumers.
Majority of the consumers have shared their views that Bata brand has good reputation then Servis shoes, as per finding.
Majority of the respondents wish to stick with Bata brand the Servis shoes, this practices is also showing the brand loyalty of the consumers.

Brand Loyalty Questionnaires

Questionnaire

I am committed towards using the selected brand

Strongly disagree
Disagree
Neutral
Agree
Strongly Agree

I feel the selected brand provides me the good quality

Strongly disagree
Disagree
Neutral
Agree
Strongly Agree

I am satisfied with the brand I am using

Strongly disagree
Disagree
Neutral
Agree
Strongly Agree

I use this brand because it justifies the price which I am paying for it

Strongly disagree
Disagree
Neutral
Agree
Strongly Agree

I feel that no other than the selected brand can provide me good services

Strongly disagree
Disagree
Neutral
Agree
Strongly Agree

I prefer to stick to the selected brand because it keeps providing additional services to its customers time to time:-

Strongly disagree
Disagree
Neutral
Agree
Strongly Agree

The chosen brand holds a good reputation in the market

Strongly disagree
Disagree
Neutral
Agree
Strongly Agree

I will recommend my brand to others

Strongly disagree
Disagree
Neutral
Agree
Strongly Agree

I rely on the services of chosen brand

Strongly disagree
Disagree
Neutral
Agree
Strongly Agree

I never felt the need to replace it with some other brand

Strongly disagree
Disagree
Neutral
Agree
Strongly Agree

I will switch to another brand upon finding another economical brand available

Strongly disagree
Disagree
Neutral
Agree
Strongly Agree

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Consumer perception with respect to product purchase decision: A comparative study of brand A, brand B and brand C

Product strategy is very essential component from the overall marketing Strategies. It is directly influence the consumer’s perception with respect to product purchase decision, perception towards a particular company. We can say company only organizes due to its products and services. Good product is the only way, where company gets the market advantage over its competitors. Better product, better service creates the better image in the eyes of the customers.

Consumer perception with respect to product purchase decision

We have often heard from the different People that Bata Products is more reliable, durable then Servis. On the other hand we have also heard about Servis Company, lot of people also has the same perception about its products and services. How much these information are true, hence this study aim to analysis those factors which make them more strengthen and loyal to buy the particular products. The study main purpose is to analysis the consumer’s perception towards Bata Company product and consumer’s perception towards Servis company products and does some comparative analysis over both company product strategies. For the sake of above arguments hence this study is going to conduct.

This study was conducted under the boundary of Lahore, for taking 120 samples from the Lahore population. For the purpose of getting data from both companies’ consumers, a questionnaires tool has been used for data collection. The non-probability Sampling technique was used to construct the sample of 120 respondents. Following are some true facts and figures found during the research study. In our research majority of the respondents were above 20 to 30 years old. Most of the respondents were Graduate and master. Majority of the consumers currently satisfy with the Bata products due to its quality.

Bata product have been designed according to consumers desired. 66 % and above are strongly agree Bata Products are easily available in the market. Majority of the consumers out of my respondents were feeling more comfortable by using Bata Shoes. According to findings of most of my respondents that Bata is able to cover the target consumers through its product lines as compare to Servis shoes. Servis shoes only attract the consumers due to price instead of product quality as compare to Bata,

We have viewed our finding regarding to Servis company, 30 % consumers are agree to this statement that Servis provide all information regarding to project in advertisement, 10 % are agree to this statement, 10 % consumers showed as neutral internets. 20 % consumers are disagree as Servis Company is not providing much information about product in their advertisement, 30 % consumers are strongly disagree.

We have seen in both companies interpretation, majority of the my respondents says that Bata company is providing product information in advertisement, on the other hand the same ratio regarding to Servis company has less then Bata. Along with we have seen that on average 50 % consumers out of my respondents are disagree and strongly disagree to this statement, according to their views, Servis Company is providing project information in advertisement.

The study has been conducted over the Product strategy of Bata Shoes and Servis Shoes companies. The main theme behind of this study was to find out and measure the perception of the people regarding to Bata company products strategy and Servis Company. And you have seen this study is also showed you a comparison between two companies’ products and product image in consumers mind. Data were collected from the both companies consumers through gave them questionnaires to fill up, a non-probability sampling technique were used.

Data were processed and analysis on the excel sheet. During data collection we have also ensured data quality, irrelevant response were eliminated before further proceed. According to study finding, we have found 34 % consumers were using Bata products less then 1 year, and 30 % consumers were using 1 to 2 years as they are presently enjoying with the Bata products. On the other hand we have also seen that 30 % consumers of Servis Company were using its products less then one year and 30 % consumers 1 to 2 years. This result showed that presently consumers are purchasing Servis company products as the ratio indicates. Meanwhile 30 % consumers from Bata products were using product 1 to 2 years.

Consumer perception with respect to product purchase decision: A comparative study of brand A, brand B and brand C is available with complete data analysis. Project draft include the following:-

Project Proposal (fresh)
Questionnaires for data collection
Data has processed on SPSS
Complete project Report
Presentation slides.

Product purchase decision Questionnaires

Q :Which company’s products are you using ?

a) Bata
b) Servis
c) Other(if you chose this option please move to section III of the questionnaire)

Q: For how long you been using the products of the company you have mentioned in above Q

a) Less than 1 year
b) 1 to 2 years
c) 2 to 3 years
d) 3 to 4 years
e) More then 4 years

Question 2: Do you think Bata product line covers all its target customers?

a) Yes
b) No

Question 2: Do you think Servis product line covers all target customers?

a) yes
b) no

Question : You prefer the brand you are using because of:

a) price
b) product quality
c) availability

Q: The product information is available in the advertisements of the company?

a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

Q: When ever a new product is lunched the company immediately advertises it for the customers?

a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

Q: The shoes are very com Frequency Distribution Table for the feet:

a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

Q: Shoes are designed after proper research on designs:

a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

Q: Are the product of the company easily available in the market?

a) Yes
b) No

Q: Are you satisfied with the product quality of the brand you are using?

a) Extremely Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Extremely Dissatisfied

Q: Do you agree that the company always modifies its product designs according to customers desired?

a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Extremely Disagree