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Dissertation conclusion under title-An investigation into the impact of branding on growth of tablet computer for the UK market
Pages 11 (2761 words)
University Business School MSc Marketing An investigation into the impact of branding on growth of tablet computer for the UK market Author: LinLin Duan Student No: 06137736 Supervisor: Dr Jenny Evans Ethics Number: Final word count: Acknowledgement I would like to sincerely thanking my supervisor, Dr Jenny Evans for all of her kindly help and thoughtful encouragement all the way through the writing process of the dissertation.
Abstract This study explores how branding has impacted the growth of tablet computers in the UK market. The researcher critically reviewed literatures on the subjects of branding and its impact for technology products, particularly with reference to branding in the tablet PC market. On the basis of the literatures critically reviewed, the researcher believed that branding has helped growth of tablet PC market in the UK. To test this hypothesis, the researcher employed quantitative survey method using 60 respondents, and semi-structured interview method for the qualitative study. The findings of the study led to the conclusion that branding has made substantial contribution to the growth of tablet PCs in the UK market. The findings also revealed that the Apple iPad enjoyed market leadership position despite having many functional disadvantages. This could be possible due to aggressive branding activities by Apple Computers. The author recommended a course of action for the competing tablet PCs delineating the need for adopting ingenious branding methods to capture market share. ...
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