Green Marketing

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The Influence of Green Marketing on Customer Satisfaction: A Case Study on IKEA, U.K.| |
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Abstract
Green marketing is a new form of marketing, it signifies a global concern regarding the betterment of the society and making the earth a better place to live in. This research paper takes this specific issues at hand and links it with a common marketing topic such as customer satisfaction It is widely known and accepted that today’s customers are very intelligent, they know their power and rights and they are much concerned about their satisfaction level. Previously a product used to be manufactured and then provided to the consumers for usage but today it is quite on the contrary. The needs of the consumers are identified first and then products are developed based on their needs in order to meet their satisfaction level. Those companies that can keep up with attaining the satisfaction level ultimately stay in the market for the long run whilst others have to just fade away. Since Green Marketing and Making the Earth a better place to live in is the new trend, consumers expect companies to also provide them with the similar benefit of “going green” or eco –friendly products as added benefit. Thereby this new variable is an additional element in calculating the satisfaction level of the consumers. This research justifies satisfaction level of IKEA’s customers in terms of green marketing. IKEA Tottenham store in London has been selected as the research place. The research explains the extent of green marketing practices of IKEA, the critical meaning of the influence of green marketing on customer’s satisfaction and how green marketing helps to increase customer satisfaction level. It also provides some guidelines regarding how green marketing opens a new horizon for marketers in a competitive business world to increase customer satisfaction of today's savvy customers. The beneficiaries of the research paper are the employees of IKEA, customers, and researchers. Primary data has been collected by survey and interview of IKEA’s customers and employees, and secondary data has been collected from articles, books, and online sources. This research reveals that customers purchase increases by 5% because of green marketing initiatives. The IKEA employees believe that all their customers are satisfied due to its green marketing activities. Because of time limitation only a small sample has been surveyed under this research. A large sample may reveal some new information about the research title. As green marketing is the demand of the current times all stakeholders in a business have interest regarding this issue and thus will support future in-depth research.

ACKNOWLEDGEMENT

I would like to take this privilege to thank my supervisor, Nick Exley, whose encouragement, supervision and support enabled me to develop an understanding of the subject. I would like to also thank my sister who gave me moral support to complete the dissertation. I am also grateful to all the staff of IKEA in Tottenham store, for their friendly co-operation during my research. Finally, I offer my regards to all the respondents of the questionnaires I produced while doing this research, for their meaningful contribution and all of those who supported me in any respect during the completion of this dissertation.

Researcher
Md. Saifur Rahman

TABLE OF CONTENT

Abstract
Acknowledgement
CHAPTER 1 INTRODUCTION
_Toc2839032411.0 TITLE ......................................................................................................................................................................................................... ..4 1.1 INTRODUCTION.............................................................................................................................................................................................4

1.2 RESEARCH PROBLEM AND ITS COMPONENT...
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