Brand Switching Behaviour

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Executive summary
In a modern business world product maker and consumer are playing an important role. They cannot be seperated each other in every business activities. Nowdays people are facing free global trading which required producer to be innovative, creative, and competitive in every aspect. They must aligable to attract their consumer to be loyal to their product. The responsibility of the producer is not only creating some products, in fact, they have to make sure that every single product that they have created must be competitive compare with others by not forgetting about the safety aspect of their product itselfto the market. On the other hand as a consumer, we have a right to choose which product that are suitable for us in order to fullfil our demands. Besides that, as a consumer we also are required to understand and know the information details of the product that we are going to purchase. However, both parties are different that make them cannot be seperated. Producer are required to be more creative by producing a good product and the other side consumers are required to be more wisely choosing a good product. The best issue in order to interrclation between those 2(two) parties is BRAND-SWITCHING of SUV cars in Indonesia that I am going to emphasize on.

Acknowledgements
Before I begin to write my dissertation, I would like to express the deepest acknowledgement to God (Allah S.W.T) and all the people who support me finishing all the requirements to settle my master program in International Business. Firstly, God have giving me a strength to be patient to solve all the problems that I have faced during the class period. Besides that, I also believe He will never stop to give me a strong spirit to finish my dissertation. Secondly, parents are important for me. They are my best supporter in my live and I do believe without their attention, I will never can finish my master study. Thirdly is my respective supervisor Mr. Alan Go who always give me a best way and an amazing idea how to finish my dissertation nicely. And last but not least, I would like to thank to my special Fiance who always beside me to cheer me up when I lose my idea. In addition, I believe that by doing my dissertation is my chance to implement all the knowledges that I have studied and give an explaination to what I have understood.

Table of Contents
Executive Summary…………………………………………………………………………...1 Acknowledgement……………………………………………………………………………..2 Table of Content……………………………………………………………………………….3
1.0INTRODUCTION6
1.1Background of the study7
1.2Statement of problem8
1.3Objectives of the Study9
1.4Research Questions9
1.5Significance of the study9
2.0LITERATURE REVIEW11
2.1Brand switching11
2.2Advertising and brand-switching13
2.2.1Advertising effectiveness14
2.2.2Customer responses to advertising15
2.3Promotion and brand-switching17
2.4The influence of price consciousness19
2.5Theoretical Framework of the study20
2.6Assumptions based on the literature review20
2.7 Conclusion…………………………………………………………………………..21
3.0METHODOLOGY22
3.1Data Collection:22
3.1.1Primary Data22
3.1.2Secondary Data23
3.2 Chosen Methodology24
3.2.1Interview25
3.2.2Observation25
3.2.3Questionnaire25
3.3Questionnaire Structure26
3.4Data Analysis28
3.5 Conclusin……………………………………………………………………………29
4.0FINDINGS AND ANALYSIS30
4.1The relationship between advertising/promotion and brand-switching30
4.2 The impact of Customers’ Price Consciousness31
4.3 Assumption analysis33
4.4 Conclusion………………………………………………………………………….34
5.0DISCUSSION35
5.1 Advertising and Brand-switching35
5.2 Promotion and Brand-switching36
6.0 CONCLUSION38
6.1Limitations of the Research39
6.2Further Research Recommendations39
References41
Appendix 145

Table of Tables
Table 1: Market Share Car Sales in...
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