Effects of advertising and product attributes on consumers' product considerations : a case study of Bata Pakistan Limited | |
| Author | Khan, Sikandar Zaman |
| Call Number | AIT RSPR no.SM-94-06 |
| Subject(s) | Shoes--Marketing Consumers' preferences--Pakistan Consumer education--Pakistan |
| Note | A research submitted in partial fulfillment of the requirement for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Marketing has long emphasized the importance of being close to the customer. But how close can a marketer realistically get to its customers? For what duration? And under what circumstances will customers make strong commitments to individual vendors? When, instead, will customers prefer weaker ties, perhaps to a number of different sellers? The objective of this study is to analyze, how to build and maintain lasting customer ties. To achieve the purpose, a study is made on Bata Pakistan (Shoe Organization). Different marketing and manufacturing attributes are tested in this research for their suitability for developing strong ties with customers. These attributes are namely: Quality, variety, design, R&D and innovation, availability, price, and promotional tools (advertising etc.). The consumer response was evaluated on the basis of descriptive statistical tools like percentage and mean. The results of the study has clearly shown that, building and maintaining lasting customer ties, involves doing a number of things right, consistently, over time. It takes coordination on the part of the product attributes and promotional tools to meet the customer's future as well as its immediate needs. |
| Year | 1994 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Hertzberg, Ellen; |
| Examination Committee(s) | Igel, Barbara;Do, Ba Khang; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1994 |