StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Group marketing project (SPSS) - Assignment Example

Cite this document
Summary
Since electronics is a highly competitive market, the major buying decisions are made on the basis of word-of-mouth and experience. Considering the importance of these factors, providing…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER91.7% of users find it useful
Group marketing project (SPSS)
Read Text Preview

Extract of sample "Group marketing project (SPSS)"

Introduction to the Study There are many brands that have made their in the electronics industry over the years. Since electronics is a highlycompetitive market, the major buying decisions are made on the basis of word-of-mouth and experience. Considering the importance of these factors, providing convenience and durability to the consumers is necessary. Samsung is one of those brands which have managed to hold their own. And the fact that it does, drives one to think how the brand achieved this position and once achieved, how it retains its market share.

These thoughts have lead to the selection of Samsung as our target retailer brand for market research purposes.The research report under discussion is a group effort which aims to understand the current level of customer loyalty for the Samsung brand and the drivers behind it. The relationship between these drivers and the current perceptions has also been studied to identify the most important factors influencing it. On the basis of the findings, recommendations for improving the current level of loyalty and for attracting and retaining a higher user base have also been suggested.

The nature of study is quantitative and involves interviews conducted with 100 respondents (including Samsung users & non-users) within the area of Bangor, Gwynedd.Analysis of Question # 8A comparison of means on the basis of gender and age reveals that there is no significant impact of these factors on the way people have rated the perceptions for Samsung’s products. However, there does exist a somewhat significant difference regarding user ship for a few attributes. The results indicate that around 56% of Samsung users believe Samsung products to be well made.

Among the non-users, the response is mixed. This percentage is relatively positive but when compared with other attributes, Samsung should focus on improving the other perceptions further through good customer service and marketing efforts to drive up the overall customer loyalty.Pearson Chi-Square Tests UsershipGenderAgehave consistent qualityChi-square7.9629.50220.028df6618Sig.0.2410.1470.331are well madeChi-square13.74411.21217.395df6618Sig.0.0330.0820.496have an acceptable standard of qualityChi-square10.3186.81613.

743df6618Sig.0.1120.3380.746are products that I would enjoyChi-square10.4812.01912.703df5515Sig.0.0630.8460.625would make me want to use themChi-square17.8157.07919.208df6618Sig.0.0070.3140.379would make me feel goodChi-square5.4531.52817.454df5515Sig.0.3630.910.292are reasonably pricedChi-square16.5299.25716.905df6618Sig.0.0110.160.53offer value for moneyChi-square20.8346.90321.395df6618Sig.0.0020.330.26are good products for the priceChi-square20.7187.83127.902df6618Sig.0.0020.2510.064On an overall basis, when looking at the different attributes, consistency in quality and good value for money pricing are highly positive.

Usership and gender also have a significant association with value for money pricing. Overall 55% respondents regard consistency positively and 58% of Samsung users and 56% females consider it good value for money. It is mainly because of the positive perceptions for these attributes that the overall value of Samsung products is considered excellent. Consistency in quality is the most influential driver here and then follows the good value for money. So Samsung should use these factors to encourage the consumers for using the brand.

Samsung also needs to realize that consumers do not think that its products are reasonably priced. It is affecting the overall value perceptions and, in turn, the customer loyalty. It would be good if the marketing campaigns for Samsung emphasize on the product features and benefits to support its prices.ANOVAbModelSum of SquaresdfMean SquareFSig.1Regression98.790910.97714.383.000Residual59.52878.763  Total158.31887   a. Dependant Variable: Overall ValueCoefficientsaModelUnstandardized CoefficientsStandardized CoefficientstSig.BStd. ErrorBeta1(Constant).322.347 .930.355have consistent quality.241.119.2482.025.

046are well made.054.112.057.480.632have an acceptable standard of quality.204.109.1901.863.066are products that I would enjoy.032.083.034.386.700would make me want to use them.004.090.004.040.968would make me feel good.104.105.109.991.325are reasonably priced-.008.100-.008-.077.939offer value for money.218.107.2442.040.045are good products for the price.085.124.091.685.495a. Dependant Variable: Overall Value

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Group marketing project (SPSS) Assignment Example | Topics and Well Written Essays - 500 words”, n.d.)
Group marketing project (SPSS) Assignment Example | Topics and Well Written Essays - 500 words. Retrieved from https://studentshare.org/marketing/1618302-group-marketing-project-spss
(Group Marketing Project (SPSS) Assignment Example | Topics and Well Written Essays - 500 Words)
Group Marketing Project (SPSS) Assignment Example | Topics and Well Written Essays - 500 Words. https://studentshare.org/marketing/1618302-group-marketing-project-spss.
“Group Marketing Project (SPSS) Assignment Example | Topics and Well Written Essays - 500 Words”, n.d. https://studentshare.org/marketing/1618302-group-marketing-project-spss.
  • Cited: 0 times

CHECK THESE SAMPLES OF Group marketing project (SPSS)

Luxury Cosmetic Industry in the Chinese Market

: Research Findings and Analysis 30 Chapter 5: Recommendations and Conclusion 39 References 4… 4 Abstract The project begins with an extensive study of the cosmetic market in China.... The project ends with a number of suitable recommendations following from the results of the study....
41 Pages (10250 words) Thesis

Qualitative Methods in Business

These research methods are applied in almost every field of study but their implementation in the field of business management and marketing is slightly more.... The proposition of this tactic is mostly done in the subject of psychology, sociology, marketing and its sub-branches, human resources management, etc.... Focus Groups To examine the impact of a product or service in the market, a focus group session is the most recognized technique....
8 Pages (2000 words) Term Paper

Service Request - HR Systems

The Statistical Product and Service Solutions (spss) is a data analysis tool that is highly significant in performing a thorough analysis of statistical information gathered.... Thus, the spss perfectly fits for this project, as it will provide well-organized information about the services to be offered by the system.... In order to achieve this, the following set of information gathering techniques are proposed for the project.... Firstly, Interviewing, a process that employs both one on one and team based data capture from the expected users of the system will provide a wide set of relevant information for the project....
3 Pages (750 words) Essay

EMPLOYMENT COMMUNICATION

He has also expertise in Statistical and Analysis programs including spss and use of Access and Excel in data cleaning.... Manage study equipment and supplies, and perform data entry (spss) and transcriptions.... Additional skills 2002-Present Statistical software: MS-Excel, spss.... In this respect, he has been very instrumental in the various organization desktop and document review especially in Financial and project reporting....
3 Pages (750 words) Coursework

Service Product Marketing

A Spa at the airport would be able to capture this segment through the right marketing approach.... This would be a mass marketing approach through the right mix of the seven element of service marketing.... his report aims to explore the strategy for marketing day spas in Greece....
11 Pages (2750 words) Essay

The Place of Pepsi-Cola in the Current Market Trends

n the 2011 financial year, Pepsi-Cola recorded It appears that this group is consuming other soft drinks in large quantities and is attracted to buying drinks for reasons other than quenching thirst.... s illustrated in figure 2, the largest consumer group for Pepsi is the 35-50 year old segment, however over the last ten years this group has declined, while the 50-60 year old group is showing increases.... In other words Pepsi's customer base is declining because of poor adoption rates in the youngest group and changes in the older group's consumption behaviour....
9 Pages (2250 words) Essay

Qualitative Research Methods Approaches and Their Implications

The proposition of this tactic is mostly done in the subject of psychology, sociology, marketing and its sub branches, human resources management etc.... hellip; To examine the impact of a product or service in the market, a focus group session is the most recognized technique.... Focus group is basically a qualitative set of methodology in which people from diverse backgrounds are invited and a discussion session takes place.... Focus group participants can vary from research to research....
7 Pages (1750 words) Term Paper

Santa Fe Grill Restaurant Survey

In this case the samples are independent from each other.... Therefore, the appropriate test for testing this hypothesis is independent sample t-test, which… Table 1 provides a descriptive statistics for each of the two given groups .... e have 293 male in the 0(X32) (N) and on average, they have 228....
15 Pages (3750 words) Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us