The effects of designing and delivering a low cost marketing communications strategy through improved brand awareness at Oxmarket Centre of Arts, Chichester, 2015.

Student, A. (2015) The effects of designing and delivering a low cost marketing communications strategy through improved brand awareness at Oxmarket Centre of Arts, Chichester, 2015. Undergraduate thesis, University of Chichester.

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Abstract

According to previous research, consumers choose brands that they
recognise over the brands that are unfamiliar to them. If consumers do not
choose these familiar brands, then what are the factors that have a greater
effect on customer satisfaction and attracting new demographics?
There is not much research about the effects of brand awareness within the
Arts market in Chichester, which is why this subject was investigated. One of
the objectives was to evaluate the current marketing communication
strategies which Oxmarket use, and therefore measure how effective these
strategies are. The participants that took part in this research were current
members and friends of Oxmarket, customers who visited Oxmarket within
the fixed time frame, as well as potential customers.
The research questions for this project were important as they were
structured around the objectives that made it easier to limit the scope of this
research project. Each questionnaire that was filled in reflected the research
questions, which made it possible to examine Oxmarket’s brand identity. The
results were used in the analysis in the final chapter.
The conclusions of this research project were that all factors that had been
investigated had some importance for visitor’s first choice of brand and how
they interact with the brand. There was no significant difference between the
predicted results of this research from previous studies, and the actual
results.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Marketing
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HG Finance
T Technology > T Technology (General)
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Steve Bowman
Date Deposited: 29 Jul 2015 11:09
Last Modified: 13 Aug 2015 13:31
URI: http://eprints.chi.ac.uk/id/eprint/1468

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