marketing research - Case Study Example

Only on StudentShare

Extract of sample
marketing research

However, Alok (2009) is convinced that female shoppers are more likely to remain loyal to shops they have signed loyalty programs with. Nazia (2011) delved into the effect of income levels on shopping habits, supporting notions spread by Peter, Borle and Kadane (2003) that shoppers with higher income tend to be loyal to more shops than those with lower income. Yuping, Williams and Tam (2010) refuted this claim, noting that every individual signs up with a program based on how much they need the products offered by a store.
Older buyers are shown in Rose (2013) as being less likely to make large purchases, due to their partial inability to earn at the same pace as the energetic younger cohorts. Seyhmus (2002), however, had a differing opinion, preceding Rose’s article with the assertion that age does not actually affect ability to shop (size of purchase) since there are many wealthy older persons. Based on these contradicting notes, this research poses the questions:
The current research is based on a model depicting the consumer as more being more loyal based on their membership to loyalty programs. Therefore, the response (percentage of clothing budget spent at the store’s clothing category and amount of money spent at the store) are affected by the age, income, gender and membership to loyalty for the participants. The hypotheses developed in response to the research questions are:
H4: There is no significant difference between amount spent at the clothing category and percentage of clothing budget spent on clothing at the store for participants signed to the loyalty program and those not signed.
The sample comprised 202 participants who were all shoppers at the selected clothing store. 122(60.4%) were male while 80 (39.6%) were female shoppers. There were no shoppers below the age of 18 years. However, 184 (91.1%) were adults aged between 19 and 50 years while 18 (8.9%) were older persons aged above ...
Download paper

Summary

This research paper investigates the role of gender, income level, age, and membership to loyalty on (1) the amount spent purchasing clothing from a selected store, and (2) the fraction of…
Author : piperreilly

Related Essays

How to increase customers commitment and loyalty to the products
Commitment, as Jones et al. outline, has some specific characteristics. First of all, it is targeted – a person can be committed to different things, including company’s product or the company itself. The subject of the commitment is, thus, what connects an individual with the organization through the person’s psychological attachment. Secondly, commitment may take different forms. Among them are affective, normative and continuance commitment. Each type of commitment has a different psychological basis. Finally, each of the three types of commitment generates “different effects on...
9 pages (2259 words) Research Paper
Marketing Research
For ordinary research, the problem definition is comprised of a description of the background situation and the statement of the problem. In the context of market research, particularly in the case of applied market research in a practical setting, problem definition refers to an entirely different process. According to Malhotra (1996), “Problem definition involves stating the general problem and identifying the specific components of the marketing research problem. Only when the marketing research problem has been clearly defined can research be designed and conducted” (p. 47). Gibson...
6 pages (1506 words) Essay
Marketing Research
Moreover, it gives the researchers and designers the ability to open-up innovative, creative, and new outcomes or results but not necessarily the product. The information derived from these designs is helpful in the improvement of the artistic nature of a particular product, and the eventual improved marketability and value. This is because people have preferences of new designs that have not been redundant and common within the marketing spectrum. Within a company, this product value-addition is not only valuable, but also necessary. Exploratory designs encompass a wide range of application....
4 pages (1004 words) Essay
Marketing Research
The customer oriented approach has won her many laurels and once the customer enters her store, they keep coming every 7-10 days to purchase more products. Her success lies in offering what customer needs. Growth is a way of life and Kudler too wants to expand suitably selecting right product mix and targeting potential customers. Currently, markets and the demographics of the region are rapidly changing due to movement of the people across the states and nations. Though Kudler offers a great promise as a discerning gourmet store in the California region; nevertheless, it becomes essential for...
4 pages (1004 words) Research Paper
Marketing Research
Also, the uses of these normally depend on factors such as the research methods used to perform the search. The procedure for selecting an appropriate research method normally depends on factors such as the problem at hand, training and skills that a researcher has nature and amount of available resources and also the audience that will be used during the research. Despite the fact that many of these methodologies used may have components of both qualitative and quantitative techniques, there are certain assumptions that differentiate the approaches given. Qualitative and quantitative methods...
12 pages (3012 words) Essay
Marketing Research
This research method is flexible can easily adapt to the research settings (Newman, 1998, p.56). The aim of qualitative research is to get a clear understanding on how the participant’s develop an understanding of their surroundings, and how this understanding affects the participant’s behavior. The main method of collecting data in qualitative research is the use of observations (Goertz and Mahoney 2012, 78). Observation implies the collection and recording of the behaviors of the participants in their environment. This approach is useful in the generation of in-depth explanation of...
12 pages (3012 words) Essay
Marketing Research
among others. Therefore, it is essential for the universities to investigate about the perception of students regarding their offerings. In-depth knowledge about the perception and experience of students will allow universities to bring in necessary changes in the education pattern and syllabus. In this report, the perception of students about the offerings of University of Wolverhampton will be identified. In order to identify the same, this study will undertake both primary as well as secondary research. The secondary research will be done with the help of books, journal articles, newspaper...
12 pages (3012 words) Coursework
Got a tricky question? Receive an answer from students like you! Try us!