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Conversation Marketing

- A Consumer Perspective

FINAL PROJECT REPORT
“Conversation Marketing –
A Consumer Perspective”

------------------------------------------------------------------------------------------

UNDER THE GUIDANCE OF

PROF. PARMINDER KAUR

SUBMITTED BY

Vitty Varghese
…………………………

PGDBM (E-MBA)

_______________________________________________________

TO
THE DEPARTMENT OF EMBA
IN COMPLETE FULFILMENT OF EIGHTEEN MONTHS
CERTIFICATE COURSE

OF

E-MBA COURSE

GURU NANAK INSTITUTE OF MANAGEMENT STUDIES
MATUNGA, MUMBAI 400 019.

CERTIFICATE

This is to certify that the study presented by Vitty Varghese to Guru Nanak Institute of Management Studies in completion of the eighteen months part time course of EMBA under the title of “Conversation Marketing – A Consumer Perspective” has been done under my guidance.

To the best of my knowledge this project is in the nature of original work that has not been submitted for anywhere else

Forwarded through the Research Guide

Prof. Parminder Kaur

ACKNOWLEDGEMENT

I am very thankful to my teacher Prof. Parminder Kaur for her great assistance to make the successful accomplishment of the project. Through her able guidance and knowledge-based interactions, I have learnt a lot.

I would also like to thank each and every person who has given me complete support and has helped to make this project a success.

I am also thankful to my family for their support and endurance while preparing this project.

I would like to thank all the people who have directly or indirectly helped me in completing this project, as and when required.

ABSTRACT

The phenomenon of Conversation marketing (in this regards for the sake of this project we call this as a blog) is growing rapidly and is expected to increase even in a more rapid pace. As Wright (2006) discuss, blogs provides a new way of communicating with customers, as customers want to be talked with, not to. Companies have newly started to pay attention to this and as a result, the concept of blog marketing has been born. The little research that has been done on blog marketing has been done from a company perspective. However, no or little research has yet considered how consumers use blogs. In order to use blogs as a communication tool, it is of huge importance for companies to understand how consumers use blogs in their decision making.

Hence the purpose is; “To explore how and why consumers use blogs in their decision making process“

In order to answer this purpose I conducted nine interviews on young adults as it is this population use blogs the most. From the collected data a qualitative analysis was made in which the empirical findings were analyzed with support of the theoretical framework. From the analysis I found that consumers use blogs throughout their decision making. Within the consumers’ decision making, collaborative blogs was mostly used as the consumers could get more input from a larger audience and because this type of blog tended to cover a specific topic of interest for the consumers. Consumers were found mainly writing in the blogs when they had knowledge to contribute with or when they needed information that they could not otherwise find in the blogs. We also noticed that consumers turned to groups they belonged to, so called normative group, or they turned to groups that they did not belong to, so called comparative groups. These...
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