The role of advertising and branding within the laptop industry and Dissertation - 1

The role of advertising and branding within the laptop industry and its effects on consumer purchase decision in Leeds United Ki - Dissertation Example It is due to the reason that the concepts largely relates to the tastes and perceptions of the customer which are quite challenging to be quantified. Results and Findings: The results obtained from the data search reveal that advertising is quite significant as an influencing factor of brand loyalty in the laptop market in the UK. However, besides effective advertising there are also various other factors that tend to create a strong impact on the brand preferences and consumer buying behaviour that in turn signifies the brand loyalty of the customers. Table of Contents Abstract 2 Chapter 1: Introduction 6 1.1.Significance of Study 9 1.2.Research Objectives 10 1.3.Research Questions 10 1.5.Overview of Chapters 12 Chapter 2: Literature Review 14 2.1. Introduction 14 2.2. Consumer Behaviour 14 2.3. The Need for a Consumer Behaviour Model 16 2.4. Model of Consumer Behaviour 18 2.5. The Major Factors of Influence on Consumer Behaviour 19 2.6. Cultural Factors 20 2.7. Social Factors 20 2. 8. Personal Factors 21 2.9. Psychological Factors 24 2.10. The Buying Decision Process 24 2.11. Buyer Decision Process 25 2.12. Importance of Branding 27 2.13. Brand Loyalty and its Effect on Consumer Behaviour 28 2.14 Advertising as a Major Component to Persuade Customers 30 2.15. Role of Advertising in Building Brand Loyalty 32 Chapter 3: Research Methodology 34 3.1 Introduction 34 3.2 Research Design 35 3.2.1 Historical Research 37 3.2.2 Quantitative and Qualitative Research 37 3.3 Validity and Reliability 39 3.3.1 Qualitative Study 42 3.3.2 Data Collection 43 3.3.3 Data Analysis 45 3.4 Primary Research 47 3.4.1 Questionnaires 47 3.4.2 Interview 48 3.5 Usage of Methodologies in the Research 48 Chapter 4: Findings and Analysis 50 4.1. Overview 50 4.2. Findings and Analysis of the Obtained Data 51 4.2.1. Advertising Strategies Adopted By Laptop Companies in the UK 51 4.2.2. Impact of Brand Awareness on the Consumer Buying Behaviour 53 4.2.3. Relationship between Advertising, Brand Awareness and Brand Image 54 4.2.4. Impact of Advertising on Sales of Laptops 57 4.2.5. Influence of Age, Employment and Gender on Brand Preferences and Consumer Buying Behaviour in the Laptop Market 61 4.2.6. Advantages of Advertising from Customers Point of View 62 4.3. Summary 64 Chapter 5: Discussion & Conclusion 65 5.1. Discussion 65 5.2. Conclusion 72 5.3 Recommendation for Further Improvement 74 Chapter 6: Learning Statement 77 References 80 Bibliography 90 Questionnaire 93 Chapter 1: Introduction The basic intention of marketing is to satisfy and fulfil the need of the organisational profitability and wants of the aimed consumers. Consumer is considered as God in marketing so (Skalen & Et. Al., 2008), the process of marketing and it’s planning revolves around the consumer. Marketing helps in identifying the prospective consumers, stacking up of brand in the competitive environment and most importantly the wants and intentions while making a buying decision. Long back, almost before 35 years, Peter Drucker had viewed that it is the mission of an organisation to â€Å"create customers† (Kotler, 2000). It had been particularly pointed out that it was possible for companies to raise their revenues by 25% to 85% by attaining a decline in defections of consumers just by 5% (Reichheld & Teal, 2001). Meanwhile, from the era of 1980, the most noteworthy and

Using Life Story Work to Enhance Care Essay Example | Topics and Well Written Essays - 2000 words

Using Life Story Work to Enhance Care - Essay Example The idea of life story work could be traced to the 1960s or just before this period. However, many of the discussions on the use of this intervention on dementia patients, foster care and adoption children became more widespread in the 1980s and later years. Due to these discussions, life story work is currently a well documented concept, especially in the UK where the concept has even been integrated into the adoption legislations (Rusell & Timmons, 2007). Academic and professional discussions and debates have not discussed the application of life story work but also the professionals supposed to be involved in life story work. One of these professionals is the social worker. In this regard, social workers are required to take the critical role of making certain that clients such as children under adoption care or soon to be adopted have a life story record or book. Since social workers are perhaps the bearers of the most accurate information on a child’s background and upbri nging and the reasons for which such children were placed under foster or adoption care, it is essential that such information is availed for use in life story work interventions. Besides social workers, the other people expected to use life story work are foster care givers, residential support workers and adoptive parents. In addition, children’s carers have the best information on their daily lives and achievement, which they should give for the benefit of life story work. Birth parents are also important bearers of children’s life events and achievements and should provide such information for use on adopted children or on their own children (Rusell & Timmons, 2007). In addition to the named groups, any willing adults or bearers of any important information on the lives and times of life story work clients should come forward and present such materials. Importantly, such a person should be willing and able to spend time with such a client or a child so that a stron g and trusting relationship is built between them. Nonetheless, some stakeholders opine that untrained persons should not support clients with life story work even if they are nurses, social workers or foster carers. A point worth noting about life story work is that the gender, ethnicity, religion or culture of the parties to a life story work should be taken into account and respected (Rusell & Timmons, 2007). The Principles and Benefits of Life Story Work As a social and medical intervention, life story work is based on several core principles, which practitioners such as nurses and social workers should uphold. As must have been understood by now, life story work targets people (children and adults) who may have forgotten or have a fragmented idea or understanding of their own history or a broken sense of themselves. Thus, life story work seeks or attempts to assist such people to have a redeemed or stronger sense of their history and identity, in the process helping them make s ense of their lives, situations and history. In general, life story should aim at answering clients’ and carers’ questions regarding what happened, when, how and why certain events occurred to clients. Thus, a rather holistic approach to life story work is recommended. In this approach, the influences that every individual in a person’s life may have on his or her life and experiences are