Relationship between Lifestyle and Branding – A marketing research of Coca Cola
Table of Content
Word Limit 1
Weighting % 1
Marks 1
1. Introduction 4
1.1 Rationale of the Research 4
1.2 Structure of the Research 4
1.3 Research Problems 4
2. Literature Review 5
2.1 Background to the Chosen Brand 5
2.2 Theories on Branding 5
2.3 Theories on Relationship between Branding & Lifestyle 6
3. Methodology 8
3.1 Research Hypotheses 8
3.2 Questionnaire 8
4. Conclusion 10
Reference 10
1. Introduction
1.1 Rationale of the Research
Branding is a major issue in product strategy. On one hand, developing a branded product requires a great deal of long-term investment, especially for advertising, promotion, and packaging. And it is of great significance to give good brand names to products. This assignment is about gaining perception of the relationship between lifestyle and branding through constructing a questionnaire.
Module MARKETING RESEARCH
Title: Assignment (40%)
“Psychographics* is sometimes termed lifestyle as both are used as a description or analysis of the consumer’s activities, interests and opinions” (Gilbert, 2003 p. 77).
英语论文网 【http://www.51lunwen.org】ce=Verdana>The purpose of the assignment is to design a survey questionnaire, to measure the relationship between customers’ lifestyles and branding (e.g. brand equity; brand awareness; or brand attitude etc.), for a brand or brands of your choice. The survey instrument should be designed for online distribution e.g. via email or the Internet.
Design the pilot on-line questionnaire, using established theoretical model/s.
1. Summarise the key concepts from the literature that inform your understanding of measuring lifestyle and branding (choose one model or combine models or characteristics of branding).
2. Write a short section on the brand or brands you intend to use for the assignment.
3. Formulate two ‘null’ and ‘alternative’ hypotheses for quantitative research based upon the assignment brief.
4. Identify the independent and dependent variables by coding them (IV) and (DV) respectively.
5. Construct a short pilot research instrument (survey questionnaire) (to collect interval data) with a maximum of 10 questions:-
a. To capture relevant lifestyle characteristics / psychographics
b. Which includes multiple-scale items to measure your chosen aspects of branding
6. Explain how the questionnaire items relate to the theory.
7. Explain and justify the type of data to be collected and the scales used.
(Do not collect any data at this stage)
* Li
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