/pdf/how-to-conduct-surveys-a-step-by-step-guide-4za2dab8jy.pdf

How to Conduct Surveys: A Step-by-Step Guide

Doing research in Business and Management: An Introduction to process and method

Attitudes and the Prediction of Behavior

THIS is a single volume, easy to handle and read, containing explanations of philosophical terms and outline accounts of schools of thought, special subjects and individual thinkers. It looks as though the efforts of a number of specialists had been put together in alphabetical order with little editing. Many of the articles are just right; for example, that on ‘Hegelianism’, and most of the definitions of Aristotelian terms. A few articles are too brief for clarity; many are too long and try to do too much. The Dictionary of Philosophy Edited by Dagobert D. Runes. Pp. viii + 343. (London: George Routledge and Sons, Ltd., 1944.) 27s. 6d. net.

The Dictionary of Philosophy

Customer relationship management (CRM) systems track and measure marketing campaigns over different networks. There are literally many studies associated with the implementation of CRM in different industries. This paper presents an empirical investigation to determine effective factors influencing on the success of CRM implementation. The study designs a questionnaire in Likert scale on measuring various factors and distributes it among selected employees who work for the biggest software maker firm in city of Tehran, Iran. Using principal component analysis, the study has detected five factors influencing on the succes of CRM including customer relationship technologies, customer oriented, enterprise development strategies, customer services and business plan.

/pdf/the-customer-relationship-management-process-its-measurement-349ix23zcm.pdf

The customer relationship management process: its measurement and impact on performance

Understanding factors that influence purchases in subsistence markets

Purpose – The purpose of this paper is to argue that firms need to reconsider application of the conventional marketing mix at the bottom of pyramid (BOP) because variables exist that impact differently on the interaction between firms and consumers at the BOP.Design/methodology/approach – A mixture of qualitative data collection methods was used comprising multiple case studies using in‐depth, one‐to‐one interviews and ethnographic observations.Findings – Key findings include the identification of social networks as an intervening variable for firms to consider when implementing the marketing mix at the BOP and the need for continuous consultative interaction between firms and customers which is facilitated by social networks.Research limitations/implications – Firms in the sample used for research were confined to those in the fast‐moving consumer goods (FMCG) sector. The research was also restricted to Zimbabwe. Generalisation could be enhanced by using a larger sample of firms drawn from different pro...

Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities

Purpose – The purpose of this paper is to examine qualitative issues involved in conducting research at the base of the pyramid (BOP). The paper reports on the differences between anticipated issues and the actual issues encountered in the conduct of research at the BOP in Zimbabwe.Design/methodology/approach – Qualitative data collection methods comprising in‐depth one to one consumer interviews, focus groups, ethnographic observations and case studies were used to conduct the research.Findings – Findings from the analysis are based on multiple experiences from multiple sites and these suggest that the main themes established from previous studies on cross‐cultural research are also prevalent at the BOP. However, the findings reveal a number of challenges specific to the BOP and suggest that the BOP is not one homogenous market.Research limitations/implications – The sample used for consumer interviews is small, and confining the focus to the food and personal hygiene sector may limit generalization of f...

Undertaking research at the bottom of the pyramid using qualitative methods: From theoretical considerations to practical realities

Purpose – This paper seeks to argue that family purchase decision making at the bottom of the pyramid (BOP) is dynamic, heterogeneous and an evolving process that can be influenced by contextual macro‐environmental constraints. Because established perceptions of family purchase decision making are primarily drawn from western markets, this Zimbabwean study aims to provide a contrasting perspective.Design/methodology/approach – Qualitative data collection methods comprising in‐depth, one‐to‐one consumer interviews, focus groups, ethnographic observations and cases studies were used to conduct the research.Findings – Key findings include the identification of changing and multiple family buying models, which are influenced by the constraints consumers face at the BOP, as well as the distinct roles of children, which differ from those common in developed western countries.Research limitations/implications – The sample used for consumer interviews is small and confining the focus to the food and personal hygi...

Family purchase decision making at the bottom of the pyramid

Purpose




The purpose of this paper is to examine how potential purchasers of a personal information, communication and entertainment device such as a smartphone, perceive the aesthetics of such a product It then examines whether appreciation of the product’s aesthetics influences their purchase intention through different dimensions of perceived value drawn from perceptions of the product’s aesthetics, or whether there is a direct relationship from aesthetics to purchase intention




Design/methodology/approach




Mixed methods consisting of two focus groups, a pilot and large online surveys were used for instrument confirmation and data collection Data were analysed and hypotheses were tested using partial least squares structural equation modelling techniques




Findings




Aesthetics’ primary effect on purchase intention is not direct, but rather indirect through perceived social and to a lesser extent, perceived emotional value while the importance of aesthetics on perceived functional value is far less There was also support for a formative approach in the construction of an aesthetics scale with the identification of four different latent factors of aesthetics




Research limitations/implications




This study is product specific but should be extendable to the product category The possibility of other variables affecting the aesthetic appreciation of a product also needs consideration




Practical implications




The study provides managers with insights on how aesthetics can be used to strengthen purchase intention in terms of both product development and promotional strategies Aesthetics’ appeal to social and emotional perceived values, rather than functional value, provides guidance on how to use aesthetics in promotional campaigns




Originality/value




Despite the richness of the literature on aesthetics, only a limited number of studies have researched the factors influencing aesthetic appreciation of a product and the effect on purchase intention This research expands knowledge in the area thereby providing new insights on the influence of aesthetics on marketing

/pdf/the-importance-of-aesthetics-on-customers-intentions-to-1nv8fhua86.pdf

Tendai Chikweche

Papers

Understanding factors that influence purchases in subsistence markets

Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities

Undertaking research at the bottom of the pyramid using qualitative methods: From theoretical considerations to practical realities

Family purchase decision making at the bottom of the pyramid

The importance of aesthetics on customers’ intentions to purchase smartphones