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Essay Instructions: CUSTOMER BEHAVIOR


PURPOSE

The purpose of this assignment is to develop learners? ability to analyse consumer perception towards a company?s offerings and formulate marketing strategies to improve consumer perception.

REQUIREMENT

Choose a business which you are familiar with e.g. hypermarket, bank or online business. Analyse the current consumer perception towards the company?s offerings and formulate marketing strategies to improve the perception to ensure the business?s success.

For more information, please refer to the attached file.

Thank you.

Salmah

Essay Instructions: Attached you will find data and hypotheses I would like you to statistically test for me.

The data is compiled from two surveys. One which is experimental and one which is a control survey. The experimental survey had 41 respondents and the control survey had 43 respondents from the Swedish market.

I would like you to test my hypotheses according to the attached survey data stasticially. Use a null and alternative hypothesis method.

You only need to use excel to do this, it shouldnt be necesarry to use any other type of statistical program. Please show statistical work and equations below each hypothesis and write a few brief comments as well to support the statistical findings.

H1.1 “Using the Norway brand image cue on the Peter Moller cod liver oil positively influences consumer perception of quality of the brand. Compared to a product without the country of origin cue, the brand is perceived as of higher quality with a country of origin cue”.


H1.2 “Using the Norway brand image cue on the Peter Moller cod liver oil positively influences consumer perception of product taste. Compared to a product without the country of origin cue, the brand is perceived as tastier with a country of origin cue”

H1.3 “Using the Norway brand image cue on the Peter Moller cod liver oil positively influences consumer perception of environmental friendliness of the brand. Compared to a product without the country of origin cue, the brand is perceived as more environmentally friendly with a country of origin cue”

H1.4 “Using the Norway brand image cue on the Peter Moller cod liver oil positively influences consumer perception of authenticity of the brand. Compared to a product without the country of origin cue, the brand is perceived as more authentic with a country of origin cue”

H1.5 “Using the Norway brand image cue on the Peter Moller cod liver oil positively influences consumer perception of purity of the brand. Compared to a product without the country of origin cue, the brand is perceived as more pure with a country of origin cue”

H1.6 “Using the Norway brand image cue on the Peter Moller cod liver oil positively influences consumer perception of the healthiness of the brand. Compared to a product without the country of origin cue, the brand is perceived as healthier with a country of origin cue”

H1.7 “Using the Norway brand image cue on the Peter Moller cod liver oil positively influences consumer perception of sustainability of the brand. Compared to a product without the country of origin cue, the brand is perceived as more sustainable with a country of origin cue”

H1.8 “Using the Norway brand image cue on the Peter Moller cod liver oil positively influences consumer perception of tradional of the brand. Compared to a product without the country of origin cue, the brand is perceived as more traditional with a country of origin cue”

Essay Instructions: Teachers instructions: The task is to research the evolving area of green marketing and present your research in a written paper. In particular, your paper should address how green marketing has come about, what its main premises are, and how firms can successfully use various green marketing strategies. In addition, you should consider consumers’ perceptions of “green” products and services, and examine the roles that these products/services may play in consumers’ individual lifestyles.

Tentative outline:
Introduction
I. As consumers become more aware of an ailing environment and the potential economical benefit that can be derived from “going green,” businesses are increasingly adopting “Green Marketing” practices to meet rising expectations and increasing demand.
A. Definition of Green Marketing.
B. Why Green Marketing is important.
Body
I. A brief history of Green Marketing.
A. Where/when was Green Marketing first introduced.
B. How Green Marketing has evolved from its roots.
II. Issues that Green Marketing addresses.
A. Consumer concerns
B. Business concerns.
III. Positive and negative aspects of Green Marketing.
A. Local impact.
B. Global impact.
IV. Current trends in Green Marketing.
A. Consumer perceptions of environmentally friendly and safe products (e.g., specific examples such as concerns about less toxic cleaning products, BPA-free plastic bottles, etc.).
B. What businesses are doing to meet these shifts in consumer demand.
C. Examples of companies that have a “good” or successful approach to green marketing, and how they are shaping the future of it.
Conclusion
I. Business may face many challenges within a highly competitive global economy, but as consumer awareness of eco-friendly, cost-efficient products and lifestyles become increasingly popular, business is striving to meet the challenge.

Essay Instructions: After you have considered the following studies carefully, and have consulted such items from the Background Information as you find useful (start with the Required Resources, and dig into the remaining resources if things remain unclear or you are curious about the issues involved), please prepare a short (5 page) paper comparing and contrasting any three of the papers listed below in terms of their approaches to
(1) questionnaire design,
(2) scale construction,
(3) scale validation
McCormack, KP (1999);
Berge, Muilenburg, & Haneghan (2002)
Ohanian, Roobina (1990)
Roses, Hoppen, & Henrique (2009);
Albert, Merunka, & Valette-Florence (2008);
Lages, Lages, & Lages (2005);
Parasuraman, Zeithaml, & Berry (1988);
Zheng, Hall, Dugan, Kidd, & Levine (2002); and
Aaker, Jennifer L (1997)
In this analysis, when you review each of the studies; you should use the below form (one for each of the papers you analyze) to reach your conclusions. Include the completed tables as backup for your comparing and contrasting the three papers). As inciicated in the table, your evaluation of the articles should include:
(1) the degree to which the study you are evaluating follows the steps outlined by Churchill (1979) on how to develop measures (For the article you are evaluating be as specific as you can about whether on not Churchill's (1979) steps were followed explaining what each author did in the article that you are evaluating that convinced you that each indicated step was followed),
(2) major problems encountered and their solutions,
(3) the authors' assessment of the effectiveness of the resolution of the major problems that were encountered;
(4) your assessment of the study you are evaluating and the author’s approach to instrumentation;
Author and date of article reviewed
(1) What is the degree to which the studies follow the steps outlined by Churchill (1979) on how to develop measures?
Steps Churchill Step performed
(Y or N)? Explanation of how step was performed
1 Specify domain of construct - What scale is being developed? What should be the attributes of that scale?
2 Generate initial set of items, responses to which will be used to as the basis of the scale
3 Collect Data using the initial set of items
4a. Evaluate validity and reliability of items
4b Purify Measure - factor analyze, regression, measure reliability of scale - reduce items
5 Collect Data using the revised set of items
6 Assess Reliability - Cronbach alpha
7 Assess Validity ??" Compare to another scale measuring same construct, convergent and divergent validity
8 What are high and low scores?
Does scale discriminate within and between responders?
(2) What are the major problems encountered and their solutions?
(3) What was the authors' assessment of the effectiveness of the resolution of the problems encountered?
(4) What is your own assessment of the study and is approach to instrumentation?
(5) What did you learn about the process of instrumentation construction from this study?
Note that since the process of questionnaire development is recursive or iterative, if the study you are evaluating executed the same steps several times, you will need to add rows to reflect those additional steps.
Note also that this assignment does NOT require you to prepare a detailed essay. Instead use section headings (the questions) for each of the topics you address in your paper followed by your discussion (answers) of that topic (the questions).
When your paper (6-8 pages, give or take, is a reasonable expectation), is ready, upload it to CourseNet.

Case-related Articles
Read this prescriptive guide for measure construction:
Churchill, Gilbert A. (1979, February), A paradigm for developing better measures of marketing constructs. Journal of Marketing Research. Chicago. 16(1). 64-74.
Available 16 November 2009 in EBSCOhost via the Trident U / Touro College eLibrary.
A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an appraach is outlined by which this goal can be achieved and portions of the approach are illustrated in terms of a job satisfaction measure.
Read these papers:
Zheng, B., Hall, M. A., Dugan, E., Kidd, K. E., & Levine, D. (2002, February). Development of a scale to measure patients' trust in health insurers. Health Services Research, 37(1), 187-202.
Available in PubMed Central via the Trident U / Touro College eLibrary on 16 November 2009
Albert, Noël; Merunka, Dwight; & Valette-Florence, Pierre (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research 61 1062??"1075.
Available in Science Direct via the Trident U / Touro College eLibrary on 16 November 2009.
Roses, Luís Kalb; Hoppen, Norberto; & Henrique, Jorge Luiz (2009, September). Management of Perceptions of Information Technology Service Quality. Journal of Business Research. 62(9). 849-920.
Available in Science Direct via the Trident U / Touro College eLibrary on 16 November 2009.
The present study evaluates the perception gaps of service quality between information technology (IT) service providers and their clients. IT services require high investments, which make analyzing its effectiveness increasingly important. To do this analysis, this study uses the instrument SERVPERF of the SERVQUAL model. The research took place in a large Brazilian retail bank, which identified gaps in perceptions between IT service providers and its clients. The findings suggest opportunities for improvement in the quality of IT services from a strategic alignment perspective, particularly in the following dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The study also indicates some enhancements for the SERVQUAL model.
Lages, Carmen; Lages, Cristiana Raquel; & Lages, Luis Filipe Lages (2005, August). The RELQUAL scale: a measure of relationship quality in export market ventures. Journal of Business Research. 58(8). 1040-1048.
Available in Science Direct via the Trident U / Touro College eLibrary on 16 November 2009.
Parasuraman, A; Zeithaml, Valarie A; & Berry, Leonard L (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing. 64(1). 12-40.
Available in EBSCOhost (Business Source Complete) via the Trident U / Touro College eLibrary on 16 November 2009.
The theoretical underpinning for SERVQUAL is found in:
Parasuraman, A; Zeithaml, Valarie A; & Berry, Leonard L (1985, Autumn). A conceptual model of service quality and its implications for Future Research. The Journal of Marketing. 49(4). 41-50.
Available in JStor via the Trident U / Touro College eLibrary on 16 November 2009..
McCormack, K.P. (1999 March). The Development of a Measure of Business Process Orientation. Paper presented at the European Institute for Advanced Studies in Management: Workshop on Organizational Design. Brussels, Belgium.
Available on 16 November 2009 at:
http://www.prosci.com/mccormack.htm
Berge, Z.L., Muilenburg, L.Y., and Haneghan, J.V. (2002). Barriers to distance education and training: Survey results. The Quarterly Review of Distance Education, 3(4). 409-418.
Available on 2012 May 17 at:
http://emoderators.com/wp-content/uploads/Barriers2002.pdf
Ohanian, Roobina (1990) Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising. Armonk. 19(3). 39-53.

With the increased use of celebrities in advertising, a valid instrument measuring a celebrity's credibility is essential for understanding the impact of using such individuals in advertising. A scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness was developed. Accepted psychometric scale-development procedures were followed that rigorously tested a large pool of items for their reliability and validity. Using 2 exploratory and 2 confirmatory samples, a 15-item semantic differential scale to measure perceived expertise, trustworthiness, and attractiveness was developed. The scale was validated using respondents' self-reported measures of intention to purchase and perception of quality for the products being tested. The resulting scale demonstrated high reliability and high validity.
Aaker, Jennifer L. (1997), Dimensions of Brand Personality, Journal of Marketing Research, 34 (August), 347-356.

Expectations
The purpose of this assignment is for you to acquire experience in critically reading, examining, and analyzing research at a high level and evaluating it. In that regard, the content of your report is to demonstrate an understanding of the assigned reading and the research. You will be accomplishing this type of work throughout the course.
In preparing CASE3, to ensure that you demonstrate your ability to evaluate the process of questionnaire construction, it is expected that you have used Background3 to learn how to:
Explain the principles of good survey design and layout, and why layout and design matters.
Explain the mechanics of creating and using multi-item scales.
Consider the studies carefully. Consult such items in the Background Information, as you find useful, (starting with the Key Sources, then digging into the remaining resources if things remain unclear or you are curious about the issues involved)

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