Qualitative research and questionnaire design - Essay Example

?Introduction In this highly commodified and capitalistic market, it is of paramount importance to manufacturers and companies to engage in various activities that would inspire them to undertake innovation and to overtake their competitors in terms of customer loyalty and sales (Gobe 2010; Travis 2000). It is then because of this that the concept of emotional branding has been underscored by previous researches as it has the capacity to attain the primary aims of businesses, that is: first, to increase the amount of their sales; and second, to ensure customer loyalty. In its simplest sense, emotional branding pertains to that type of strategy which gives paramount importance to the emotions, most especially that of the consumers. Nowadays, members of the corporate world have recognized the importance of Corporate Branding. Big companies such as Victoria’s Secret, Coca-Cola, Godiva and Starbucks have all resorted to the use of emotional branding to attract more customers. Basically, emotional branding denotes one thing: that is, to place the customers at the core of the marketing strategy rather than focusing too much on the product (Berrada 2010; Gobe 2010). Pertinently, it is the goal of emotional branding to ensure the development of customer loyalty by making sure that the brand dominates its competitors with respect to the attention given by the customers (Travis 2000). Generally, emotional branding gives importance to the five senses of the consumers. Hence, advertisements focus on these, making sure that the customers connect not just with the product being advertised but to the brand as well. Hence, through emotional branding, the consumers are perceived to have the capacity to connect more to the brand. In this regard, the connection of the customers and the brand results to a greater profit for the company or manufacturer concerned (Gobe 2010; Taher 2006). The use of emotional branding then appeals to the internal aspect of the consumer. It is basically more concerned with the use of abstract concepts yet at the same time, yields to results that are concrete (Berrada 2010; Norman 2005). Evidently, not much research has been successful in determining why emotional branding results to customer satisfaction. It was considered as the marketing trend of the current generation (Gobe 2010; Passikoff 2006). Because of the competition dominating in the business arena, companies must not only tell their consumers what they need; instead, they must focus on the different reasons why the latter needs to obtain this (Desgrippes, Hellman and Gobe 2007; Norman 2005) This research generally focuses on emotional branding in the case of one of the most successful brands in the whole world: Starbucks. Undeniably, Starbucks has been considered as one of the most successful companies that have carried out the emotional branding strategies. Its products appeal to its consumers, enjoy high name recall, and finally, experience high degrees of customer loyalty (Gobe 2010; Mennen 2010; Passikoff 2006). In fact, Starbucks has been considered as the benchmark for mainstream coffee houses in view of its ability to market its products by promoting the social status that it gives. In this regard, this research draws on the perceptions of the customers of Starbucks with respect to aspects of emotional branding carried out by the corporation as well as the successfulness of the said strategies in the attainment of the following results: (1) appeal of the products to the customers, (2) high name recall, and (3) customer loyalty (Dorfmeister 2003; Gobe 2010). To attain the said objectives, this research employs the use of the qualitative approach to research, focusing on the use of the interviews in the form of questionnaires to obtain the pertinent data for this research. Literature Review Having established the main objective that this paper seeks to attain, this section then focuses on the review of pertinent literature with respect to emotional branding. Generally, this literature review focuses on three pertinent issues, namely: (1) the important role branding plays under the marketing strategy of a particular company, (2) the differences between emotional branding and traditional product marketing; and (3) responses of consumers to efforts related to emotional branding. The Important Role Branding Plays under the Marketing Strategy In general, branding pertains to the use of names that are identifiable in order to distinguish products from each other. In a competitive market world, branding is of paramount importance in a sense that it enables companies to withstand competition. Apparently, the latter fact is premised on the argument that it is through branding that a corporation’s products are separated from that of its competitors (Blackett 1999; Braun; 2007; Yeshin 2005). Undeniably, branding plays an important role under the marketing strategy for the latter allows the corporation to establish the strengths of their products thereby distinguishing it from its competitors (Martin and Beaumont 2003). Branding is usually composed of two aspects: (1) the tangible and (2) intangible. The tangible aspects of the products are easier to determine as it merely focuses on the quality of the latter. The intangible aspects, on the other hand, are more difficult to take into consideration as it gives paramount importance to the abstract elements (Blackett 1999). More often than not, the intangible factors are not easily identified (Yeshin 2005). Nevertheless, these intangible elements of a brand determine the success or failure of the latter (Braun 2007). Truly, the incorporation of the intangible aspects of a brand becomes of paramount importance in ensuring the success of the latter. The Differences between Emotional Branding and Traditional Branding The preceding section of this literature review was successful in terms of painting the picture with respect to the importance of branding to the marketing strategies employed by the different companies. It is in relation thereto that this section has now been devoted in establishing the differences between emotional branding and traditional branding. Generally speaking, emotional branding refers to that marketing strategy which affects the attitudes of the customers toward a particular brand (Berry, Carbone and Haeckel 2002; Yu and Dean 2001). Basically, it is because of this that emotional benefits are experienced through emotional branding and the experience is more unforgettable to the consumers. Aside from this, the use of emotional branding would also result to a more positive response of the consumers with respect to preference of the brand (Yu and Dean 2001). Researches have highlighted the importance of emotional branding in this competitive era where all products from different companies started to look exactly alike (Berry, Carbone and Haeckel 2002; Mascarenhas, Kesavan and Bernacchi 2006). Hence, emotional branding, unlike the traditional forms of branding emphasizes on the provision of a unique experience to the customers. Succinctly, the unique experience that emotional branding promotes is necessary towards the attainment of competitive advantage and customer loyalty for a company that makes use of this. Unlike the traditional methods of branding, emotional branding involves everything related to a particular organisation, either directly or indirectly. Hence, emotional branding gives paramount importance to the interpretation of the customers with respect to the structure of the organisation, the personality of the brand, the symbols and the like (Berry, Carbone and Haeckel 2002; Uncles, Dowling and Hammond 2003). Truly, emotional branding reflects the postmodern perspective that the development of brand meanings is no longer placed in the hands of the marketing managers; instead, they are created through the interactions amongst customers. In a nutshell, a researcher identifies the following as the most common points of difference between emotional branding and the traditional forms of branding: (1) the former has the capacity to make a better connection with the customers, (2) emotional branding has the capacity to determine and therefore, provide the customers with what they want and need, (3) emotional branding helps the buyers in solving their problems, (4) emotional branding provides the buyers with the experience they need, and lastly, (5) unlike traditional branding, emotional branding provides the customers with the attention they need (Gobe 2010; Mascarenhas, Kesavan and Bernacchi 2006; Uncles, Dowling and Hammond 2003). Responses of Customers to Emotional Branding Having established the main concepts with respect to emotional branding and the advantages relating thereto, this section now focuses on the most common types of responses to emotional branding. Once again, emotional branding gives paramount importance to the customers (Gobe 2010). As such, the customers are placed at the center of advertisements and promotions. It is because of this that companies, in undertaking emotional branding, gives utmost regard to the different aspects that their customers encounter as they patronize their products (Berry, Carbone and Haeckel 2002; Mascarenhas et al. 2006; Uncles, Dowling and Hammond 2003). Starbucks, the main focus of this research was considered as amongst those most successful companies that have effectively made use of the strategies related to emotional branding. In fact, Starbucks have been applauded with their effective use of emotional branding by focusing on its sensory appeal (the aroma emitted by their coffee) as well as the interior design of their coffee shops. Arguably, emotional branding enhances customer loyalty in view of its capacity to provide the customers with the experience they need (Berry et al. 2002). The literature reviewed by the researcher has demonstrated the importance of emotional branding. Evidently, emotional branding is necessary in order in order to distinguish the products of one company from its competitors (Uncles et al. 2003). Parenthetically, the literature reviewed showed that indeed, emotional branding benefits the company in a sense that it increases their volume of their sales as well as the loyalty of their customers (Mascarenhas et al. 2006). Having established this, the next section of this research then focuses on the findings obtained by through the use of interviews in the form of a survey questionnaire. Interviews Once again, this research adheres to the qualitative design of research in order to attain the objectives set forth in the introductory chapter. It is in this regard that the research focuses on the use of two methods associated with the qualitative research: interviews in the form of a survey questionnaire. Once again, the use of the interviews is one of the methods employed by the researcher to obtain pertinent data for the conclusion of this research. Generally, interviews are referred to as that type of data collection wherein the researcher engages on a one-on-one conversation with the respondents to solicit views pertaining to the subject matter at hand. As a data collection method for this study, the researcher interviewed 10 respondents from the United States of America who have been loyal customers of Starbucks for the past 5 years. In relation to this, the following are the questions used by the researcher to obtain the needed data for this study: (1) in what manner does Starbucks appeal to your senses as consumers?; (2) what are the reasons behind your preference for the Starbucks brand?; (3) Do you think branding by appealing to your emotions is more successful than the other types of branding?; and lastly, (4) How effective is the emotional branding strategy of Starbucks in promoting a kind of lifestyle? Once again, the first question looked into the manner by which Starbucks appeal to the emotions of the respondents. All the respondents mentioned that Starbucks appeal to their emotions by tapping all of their senses: sight (the manner by which the coffee shop is arranged), smell (the aroma of fresh coffee), auditory (the music played in the coffee shops), taste (the quality of the products of Starbucks), and lastly, touch (the warmth inside the coffee shop). The most important response relating to this topic is copied verbatim below: “The Starbucks brand appeal to all our senses, thereby it appeals to our emotions. With respect to sight, the coffeeshops are arranged in such a way that it invites the customers to enjoy the comfort within; as to hearing, we hear the soothing sound carefully selected by the management of Starbucks; as regards the smell, one is truly invited by the aroma emitted by the coffee; and as to taste, of course the quality of the products of Starbucks, in fact we are now given the chance to make our drinks in whatever way we want; and lastly, touch – the warmth inside the coffee shop.” The next question deals with the factors that affect the participants’ preference for Starbucks. Seven out of ten respondents mention the following as the factors that contribute to their preference for the Starbucks brand: (1) the ambience inside the coffee shops, (2) the excellent quality of the coffee served by Starbucks, and lastly, (3) the comfort that the coffee shops provide when they meet up with friends or do their work inside the coffee shops. Pertinent responses in relation to this question are as follows: “I prefer the Starbucks brand because of many reasons. One of these many reasons is the ambience inside the coffee shop. I love going there, it’s so comfortable and peaceful. It is a good place to catch up with friends. It is a good place to read a book, it is a good place to relax in general. However, Starbucks is also a good place where I can work. Aside from this, I love the aroma of the coffee served by Starbucks.” “I prefer Starbucks because unlike the other coffee shops, Starbucks appeals to my senses. In what way? Well, they provide me with a hangout that is comfortable, where I can enjoy a hot cup of coffee, meet up with friends, read a book, provide a place where people can catch up with work, or well, pretty much hang out. I also love the aroma in their coffee shops..” On the other hand, three out of the ten respondents interviewed mentioned that the popularity of Starbucks’ brand name has been the primary reason behind its preference for the latter. The response of one participant reveals: “I prefer Starbucks Coffee because of its brand name. Undeniably, Starbucks have instilled in its customers the so-called ‘coolness’ of its product. In fact, Starbucks is equated to a lifestyle now.” The next question involved in the questionnaire then looks into the success of emotional branding as compared with that of the traditional method of branding. Pertinently, all the respondents mentioned that indeed, emotional branding is effective than the traditional methods of branding considering its capacity to appeal to all the customers. They mentioned that consumers are more likely to purchase products that adhere to emotional branding in view of its capacity to take the needs of the consumers into consideration thereby enabling the latter to relate to the product. One response expressing the majority view is presented below. “Emotional branding is more effective than traditional branding. It is because of the fact that emotional branding caters to the need of the customers by taking their needs into consideration and not merely what the marketing managers. It is in this regard that emotional branding appeals more to the customers, ensuring the latter’s loyalty.” The last question then focuses on the capacity of Starbucks to promote a lifestyle through emotional branding. Responses reveal that Starbucks’ adoption of the tenets of emotional branding has been successful in such a way that the said company has associated a lifestyle that makes it hard for customers to abandon the product for other brands. “Starbucks has promoted the development of a lifestyle. Indeed, it promotes its products by showing its necessity. Their coffee shops are designed in such way the people can meet with their friends, work, study and the like. Their coffee products have become a social symbol. Undeniably, they market their products by appealing to all the sense of the customers thereby increasing the marketability…” Questionnaire Design This study has undertaken the interview method in the form of a survey questionnaire as the main method of data collection. Generally, the survey questionnaire method is defined as that method of data collection wherein the researcher devises questions in relation to the objectives of the research in order to provide answers to the main questions (Brace 2008; Groves, et al. 2009). The survey questionnaire generally involves the use of a set of predetermined questions which the respondents are supposed to answer. More or less, the survey questionnaire may be administered in various manners: including the use of interviews (personal administration) or through the use of modern technologies such as email messaging (Brace 2008; Fowler 2002). In this study, the survey questionnaire developed by the researcher was administered personally, such as that which is similar to interviews. Hence, the researcher read the questions to the respondents and the latter provided the answers thereto. Ethics A number of ethical considerations are involved in this study including anonymity and confidentiality. As such, the researcher assures the respondents that the data obtained shall be used only for this study and the identity as well as the personal circumstances shall not be revealed to anyone who is not a party to the study conducted. Conclusions and Recommendations This study was able to prove the importance of emotional branding. The results point out that the customers of Starbucks have been significantly influenced by emotional branding in a sense that their perception of the brand has been largely associated with their lifestyle. According to the findings earlier obtained, the respondents mentioned that it is through the use of emotional branding that they are more inclined to choose Starbucks over any other mainstream coffeehouses. In view of the many advantages arising from the use of emotional branding, this research suggests the continued usage of emotional branding to effectively attract and retain customers as well as to ensure better product distinction in view of the presence of intense competition. Aside from this, the researcher also recommends further research with respect to the topic at hand by employing other forms of data collection. It is through the use of other methods of data collection (such as those that involve statistics) that the research with respect to the subject matter at hand is explored in a more extensive manner. References Berrada, M. 2010. Emotional Branding: The Case of Big Brother in France. Lap Lambert Academic Publishing, UK. Berry, L.L., Carbone, L.P. and Haeckel, S.H. 2002. Managing the total customer experience. SLOAN Management Review, vol. 43, no. 3. Blackett, T. 1999. Co-Branding. Palgrave Macmillan, NY. Brace, I. 2008. Questionnaire Design. Kogan Page Publishers, UK. Braun, T. 2007. Philosophy of Branding. Kogan Page Publishers, UK. Desgrippes, J., Hellman, A. and Gobe, M. 2007. Emotional Branding. Rockport Publishers, US. Dorfmeister, K.M. 2003. Emotional Branding: Connecting with Consumers through Design. University of Cincinnati, US. Fowler, F. 2002. Survey Research Methods. Sage Publications, CA. Gobe, M. 2010. Emotional Branding: The New Paradigm for Connecting Brands to People. Allworth Communications, Inc., UK. Groves, R.M., et al. 2009. Suvey Methodology. John Wiley and Sons, UK. Macarenhas, O., Kesavan, R. and Bearnacchi, M. 2006. Lasting Customer Loyalty: A Total Customer Experience Approach. Journal of Consumer Marketing, vol. 23, no. 7. Martin, G. and Beaumont, P. 2003. Branding and People Management: What is in a Name? CIPD Publishing, UK. Mennen, M. 2010. An Investigation into the Role of Emotional Branding. GRIN Verlag, UK. Norman, D.A. 2005. Emotional Design. Basic Books, US. Passikoff, R. 2006. Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers with your Brand. John Wiley and Sons, UK. Taher, N. 2006. Emotional Branding- An Introduction. ICFAI University Press. Travis, D. 2000. Emotional Branding: How Successful Brands gain the Irrational Edge. Prima Venture, UK. Uncles, M.D., Dowling, G.R. and Hammond, K. 2003. Customer Loyalty and Customer Loyalty Programs. Journal of Consumer Marketing, Vol. 20, No. 4, pp.294-316. Yeshin, T. 2005. Advertising. Cengage Learning, UK. Yu, Y. and Dean, A. 2001. The contribution of emotional satisfaction to consumer loyalty. International Journal of Service Industry Management, vol. 12, no. 3, pp. 234-250. Read More