Sample Dissertations Undergraduate Marketing
Sample Dissertation - 1
LS
Business
Publishing
LS
Education
Group
Please note that the dissertation below is an example of a typical detailed research dissertation. For the Undergraduate Major Project module candidates are expected to utilise only 10000 words for their research dissertations.
For more details you are advised to refer to the Module Guide document which is made available under the ‘Assignment Question’ of the ‘Module
Assessment’ section of the IMSS.
This is a sample pass answer for the December
2013 assessment. Extracting or copying any part of this answer is strictly prohibited.
Title
Analysis of the Effectiveness of Marketing
Communication Mix on Consumer Buying Decision: a case study of SSS Supermarkets
A Thesis submitted to Anglia Ruskin University
In Partial Fulfillments of the Requirement for
The Degree of BA HONs IN MARKETING(ADVANCED
ENTRY)
DECEMBER/2013
Date:- 02 December 2013
Abstract
This study has investigated the effectiveness of marketing communication mix in influencing buying decision. By conducting research it has been assessed that marketing communication mix is strongly effective in different types of consumer buyer behaviour. A deductive approach has been applied to conduct the research. Data collection was mainly done through interview and questionnaire on the customers of SSS Supermarkets directly. A theoretical framework has been employed for evaluating the effectiveness of marketing communication mix on buying decision. Six components of marketing mix have been employed to extract out such effectiveness. The extent of effectiveness varies from components to components which have been disclosed by ANOVA test. Finally, a regression model has been run to measure the effectiveness of marketing communication mix with statistical significance. The regression analysis concluded strong relation of marketing communication mix on consumer buying decisions. Key Word: Advertising, Sales Promotion, Personal Selling, CSR,
LS
Business
Publishing
LS
Education
Group
Please note that the dissertation below is an example of a typical detailed research dissertation. For the Undergraduate Major Project module candidates are expected to utilise only 10000 words for their research dissertations.
For more details you are advised to refer to the Module Guide document which is made available under the ‘Assignment Question’ of the ‘Module
Assessment’ section of the IMSS.
This is a sample pass answer for the December
2013 assessment. Extracting or copying any part of this answer is strictly prohibited.
Title
Analysis of the Effectiveness of Marketing
Communication Mix on Consumer Buying Decision: a case study of SSS Supermarkets
A Thesis submitted to Anglia Ruskin University
In Partial Fulfillments of the Requirement for
The Degree of BA HONs IN MARKETING(ADVANCED
ENTRY)
DECEMBER/2013
Date:- 02 December 2013
Abstract
This study has investigated the effectiveness of marketing communication mix in influencing buying decision. By conducting research it has been assessed that marketing communication mix is strongly effective in different types of consumer buyer behaviour. A deductive approach has been applied to conduct the research. Data collection was mainly done through interview and questionnaire on the customers of SSS Supermarkets directly. A theoretical framework has been employed for evaluating the effectiveness of marketing communication mix on buying decision. Six components of marketing mix have been employed to extract out such effectiveness. The extent of effectiveness varies from components to components which have been disclosed by ANOVA test. Finally, a regression model has been run to measure the effectiveness of marketing communication mix with statistical significance. The regression analysis concluded strong relation of marketing communication mix on consumer buying decisions. Key Word: Advertising, Sales Promotion, Personal Selling, CSR,
References: Almanack, W 2010, International Business Environment: Global and Local Marketplaces in a Changing World, 1429781st edn, A & C Black Publishers Ltd, 2009. Chernatony, LD & McDonald, M , 2008, Creating power brands in consumer, service and industrial markets, Butterworth Heinemann, Oxford. Feldwick, P 2002, 'What is Brand Equity, Anyway? ', Norwich, Norfolk, Page Brothers (Norwich) Ltd., 2002. Foss, NJ , 2007, 'Research in strategy ', Journal of Management Studies. Huber, F, Herrmann, A, Morgan & R.E. , 2010, 'Gaining competitive advantage through customer value oriented management ', The Journal of Consumer Marketing, vol 18, pp Kamalian, AR, Yaghoubi, NM, Moloudi & J. 2010, 'Survey of Relationship between Organizational Justice and Empowerment (A Case Study) ', European Journal of Economics,