Impact of Promotional Strategies on Consumer Buying Behaviors: a Case of Hollister Co

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Impact of Promotional Strategies on Consumer Buying Behavior: A case study of Hollister Co.

SUBMITTED BY: NOWSHAD MOURIN SHAWON LSC ID: L0044SZSZ1010 UWIC ID: ST20029903 NOWSHAD MOURIN SHAWON L0044SZSZ1010

SUPERVISOR ELLIE SEMSAR
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Declaration:
This dissertation is submitted in part fulfilment of the BA (Business and Management Studies). I confirmed that, this dissertation is a product of my own work and is not the result of anything done in collaboration. I agree that this dissertation may be available for referencing and photocopying, at the discretion of university.

Signature........................................ Name: NOWSHAD MOURIN SHAWON. Date: 14/09/2012

NOWSHAD MOURIN SHAWON

L0044SZSZ1010

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Acknowledgements:
I would like to take opportunity to thank my supervisor Ellie Semsar for her kind supervision, guideline and help during this dissertation. I must say thanks to my parents, friends and family and my classmates, they all were very kind to me during my study. I am very grateful to managers of Hollister (Stratford city) for giving me permission to carry out my research on Hollister. I would also like to thank all survey participants for giving time to fill the survey.

NOWSHAD MOURIN SHAWON STUDENT ID: L0044SZSZ1010 UWIC ID: ST20029903

NOWSHAD MOURIN SHAWON

L0044SZSZ1010

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Abstract:
Promotion is one of the important marketing tools in today’s business. Sometimes a business’s success can be come through a effective promotional strategy. In fashion & clothing business, importance of an effective promotional strategy is tremendous. This research has been done on Hollister, an up going brand. Hollister is different from other for its promotional strategies. In store model and other promotional strategy made Hollister different from its competitors. Hollister is not doing promotion in traditional way but still number of customer is increasing in every year. In this research, the research tried to find out the impact of promotional strategy on consumer buying behaviour, using case of Hollister. In the first chapter of this research, the researcher illustrated the aim and objective of the research, significant of the study and background of the company. As the topic includes two parts: promotional strategy and consumer buying behaviour, the researcher has reviewed the related theory and model on promotional strategy and consumer buying behaviour in chapter two. In addition, to make clear sense to the reader, the researcher discussed literature about business, strategy and marketing briefly as promotion is the part of business strategy and marketing. In chapter three, under the title research methodology, the research method, approach, strategy and relevant information have been discussed to make clear to the reader, how the research has been done. To gather information for this research, the researcher gathered some secondary data from difference article and annual report. The primary data has been gathered through interview and survey. The aim of the interview was to know about Hollister’s promotional strategy and the aim of the survey was to know the consumer buying behaviour and perception about Hollister. The both kind of data were analyzed and integrated at the end of the chapter four. In chapter five, research judgment has been done through discussing applicability of research data to the aim and objectives of the research. This research concludes with some recommendations for Hollister to improve its promotional strategies that have been given by the researcher based on analyzed data.

NOWSHAD MOURIN SHAWON

L0044SZSZ1010

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Table of Contents
CHAPTER ONE: INTRODUCTION ..................................................................................................... 1 1.1 Background Of The Study: ........................................................................................................... 1 1.2 Background Of The...
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