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1.
Impact of the label on the purchasing decision process of female Chinese consumers
Yue Ma, 2021, undergraduate thesis

Abstract: The packaging is often a way of product communicating with its' consumer. Nowadays there are tons of different styles and ways to label the product to attract new customers. For every market, there is a certain way of packaging and developing a brand of the products due to the difference of the culture, lifestyle and habits. Our work aimed to determine the preferences of Chinese female consumers on various styles of Slovenian wine labels. Slovenian wines are still a rare guest on the shelves of the Chinese market. Thus, this research work gives us an opportunity of finding the best way of entering the market with a product from an unknown wine-producing country for the public and establish the brand. Due to the lack of information in this particular section, we have conducted an online survey to collect more precise data. Therefore, within the questionnaire we have used 5 wine labels from different Slovenian wine cellars with completely diversified design and styles, to compare customer's preferences. With the obtained online questionnaire it can be concluded that Chinese female consumers are most attracted to the whole package of the wine design from the wine's glass bottle, to its' shape as well as certain color preferences of the wine labels.
Found in: ključnih besedah
Summary of found: ...certain way of packaging and developing a brand of the products due to the difference...
Keywords: packaging, wine label, brand, Slovenian wine label, Chinese market, Chinese female consumers
Published: 15.03.2021; Views: 766; Downloads: 63
.pdf Fulltext (1,52 MB)
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2.
Brand introduction on the Slovenian market: case study Gurieli tea
Mariam Parekhelashvili, 2016, master's thesis

Abstract: Human beings have always tried to create new, innovative things so as to gain profit out of them. Companies which are following the human beings nature strive to satisfy customers’ demand for high-quality products and services. Developing a new product is always a complex and experimental process. The process of introducing new products to an international market is as risky as it is vital for the long-term success of many companies. The number of new products introduced globally is increasing every year, but great majority of them fail. The main purpose of this thesis is to develop an effective marketing plan for the new product introduction to an international market - a successful launch of the Georgian Gurieli tea to the Slovenian market. Market research gave us a business view of the tea industry on the Slovenian market. By means of secondary research and market analysis, we identified potential customers, understood market conditions and competitive landscape. The main steps of proposed marketing strategy are segmentation, targeting and successful positioning (STP). STP focuses on commercial effectiveness, selecting the most valuable segments of the Slovenian market and developing the marketing mix and product positioning strategy for each recognized segment. Planned implementation of a subtle advertising campaign for the Gurieli tea would be a vital component of the strategy - through an innovative marketing communication mix the product would be successfully introduced and promoted to target customers.
Found in: ključnih besedah
Keywords: Product development, tea, brand introduction, segmentation, targeting, positioning, market research, international market, marketing mix, communication.
Published: 07.10.2016; Views: 4019; Downloads: 195
.pdf Fulltext (1,88 MB)

3.
Branding strategies for real estate companies in Delhi-NCR
Saibal K. Pal, Rajan Gupta, Saibal K. Pal, 2012, independent scientific component part or a chapter in a monograph

Abstract: Real estate is one of the fastest growing industries in India mainly due to rising population and income, movement of people to larger cities & towns and increasing demand-supply gap. Many Indian and foreign companies have started investing heavily in this sector as bright prospects can be witnessed in metro and big cities as well as smaller towns in India. Major players like DLF, Unitech, Ansals, Omaxe and Parsavnath Developers have shown good turnover in recent times and many others are in the process of establishing themselves in this business. With New Delhi being the national capital of India, this region provides variety of opportunities to people from different parts of the country. Properties ranging from one bedroom residential flats to lavish bungalows and from small shops and offices to large commercial spaces and business centers are all in demand. The number of real estate and construction companies in this region has also increased drastically, thereby increasing competition amongst them. Different companies have started adopting unique and innovative marketing strategies for attracting different categories of customers in this region. This paper first analyzes existing marketing strategies that are adopted by popular real estate firms for addressing different customer segments and then suggests newer ones to attract business from investors and buyers in the Delhi - National Capital Region (NCR) for residential purpose. Secondary information from various sources was used and primary information was collected by interacting with real estate developers and different categories of customers. Innovative applications of Information Technology in this industry are also portrayed in this paper.
Found in: ključnih besedah
Summary of found: ...real estate, brand differentiation, marketing strategy, consumer behaviour...
Keywords: real estate, brand differentiation, marketing strategy, consumer behaviour
Published: 05.04.2021; Views: 509; Downloads: 0
.pdf Fulltext (10,95 MB)
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4.
A study on cause related marketing: antecedents and consequents in relation to purchase intention of consumers in Delhi, India
Saibal K. Pal, 2017, original scientific article

Abstract: The study examines the antecedents and consequents of Cause Related Marketing (CRM) and its impact on the purchase intention of consumers directly and indirectly. The aim of the study is to understand the impact of CRM activities on the company and its brand and analyze its influence on the purchase intention of consumers. To fulfill the objectives, descriptive research with sample of 415 consumers has been used. Data is collected with the help of semi-structured questionnaires in Delhi-NCR, India from January-June 2016. To determine sample, convenience sampling is used and analysis is done using statistical techniques such as Correlation, Regression and ANOVA. The finding of the study reveals that sponsorship, market orientation and awareness of events contribute in effective implementation of cause related marketing. Also CRM influences consumer attitude, brand loyalty and corporate reputation. CRM activities were found to have a significant impact on purchase intention of consumers. Also, the findings imply that women related and anti-trafficking issues must be adopted as the central theme for CRM activities to attract more consumers to participate in the campaign. Organizations that intent to increase purchase intention of consumers can do it through Cause Related Marketing campaigns and can understand the antecedents that make CRM a successful activity with the help of this study. The study has paid attention towards conceptualization of CRM and examining the impact of various antecedents and consequences of CRM. Such exhaustive research framework has not been developed and tested by prior studies which novel in current research.
Found in: ključnih besedah
Summary of found: ...CRM activities on the company and its brand and analyze its influence on the purchase...
Keywords: cause related marketing, purchase intention, sponsorship, corporate credibility, market orientation, brand loyalty, consumer attitude
Published: 01.04.2021; Views: 453; Downloads: 0
.pdf Fulltext (596,26 KB)

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