First of all, I would like to acknowledge this research work towards my husbands who has contributed with his supports, inspiration and motivation. Then, I would like to say many thanks to my supervisor who supervised this research work through providing effective feedback, guidelines and suggestions. Next, I will say thanks to my honorable mother and father who has been supporting me from my childhood with their efforts, inspiration, motivation, financial helps. Following this, I would appreciate the authors of several books, journals and website from where I collected the required information to meet the research objectives. Finally, many thanks for the participants who contributed and provided information in the survey in this research work.
The aim of the proposed research is to analyze the influence of newspaper advertisements in relationship brand preference with Vodafone customers. Thus, the researcher has applied several methods and methodologies in this research work. Firstly, positivism philosophy has been applied to meet the research objectives. The mix of descriptive and explanatory research approach have been applied to design the research work. The descriptive approach has been suitable to answer the research questions like how,
what and when. Then, the study has used explanatory approach which has evaluated the impact on newspaper advertisement on the brand preference among customers in case of Vodafone. The deductive approach has been applied because the researcher has had previous knowledge on the research topic and subject areas and there were enough literature, theories and model on the research areas. The qualitative data and quantitative data have been needed because the survey questionnaire included both closed-ended questions and open-ended questions. The researcher in this study has applied both – primary and secondary-data sources to increase the research validity and reliability.
As the main primary research instrument in this study, the survey method has been used which has collected both qualitative and quantitative data. This survey questionnaire includes 12 questions. These questions have been grouped in three categories. The first three questions provide demographic information of participants such as age, education level and sex. Then, the next eights questions have focused on the research aims and objectives and answer the research questions to meet the research objectives. The researcher selected 100 randomly chosen customers of Vodafone and distributed survey questionnaire to them. Using the quota sampling the researcher grouped the participants in different age groups: from 16-25, 26-35, 36-45, 46-55, 56-65.
Then, the equal number of male and female participants were included in the survey, where there were 50 male participants and 50 female participants. In every age group, there were 20 participants, where there were 10 male participants 10 female participants. Mix of qualitative and quantitative data were collected and cross-checked to ensure research reliability. The researcher has followed the code and principles related to research ethics in UK very strictly. The SPSS application has been used to store, maintained and analyzed the quantitative data collected through survey. The MS Excel Sheet has been used to present the survey data through different charts, graphs and tables. The content and thematic analysis tools have been used to analyze the qualitative data.
Chapter 1: Introduction
Newspaper advertisements have been playing significant role to improve brand preferences among customers in organizations mainly in UK telecom industry including Vodafone. According to Adams (2014), newspaper advertisements provide sensitive information which promote the customers to gain knowledge about the products and services. Beverungen (2013) said, improving brand preference among customers is essentials for the organizations including Vodafone to gain their organizational goals. Buttle and Maklan (2013) said newspaper advertisement is one of the key tool to enhance brand preference among customers.
However, many organizations including Vodafone have been facing challenges in understanding consumer buying behavior and providing informative newspaper advertisements to improve brand preferences among customers. Thus, it has been essentials for the telecom industry in UK including Vodafone to conduct an effective research on how an newspaper advertisement can be improved to enhance brand preference among customers. This chapter gives an outline of the introduction of this research on the chosen topic, where the topic is ” Analyze the influence of newspaper advertisements in relationship brand preference with Vodafone customers.” Thus, this chapter first focuses on the research background and then defines research aims, objectives and questions. Following these, the justification of the proposed study with its significance is discussed focusing on the next chapter.
1.1 Background of the research
According to Kotler et al. (2015), advertising refers to communication process for persuading potential customers, readers and viewers to promote them towards buying process of products and services. It is significant for the telecom industry including Vodafone to improve brand preference among the potential and target customers to increase and build up customer relationship. In addition, improved brand preference among customers support the businesses including Vodafone to engage the customers within the business for long-time. Mobile companies including Vodafone use personalized value segments for every target and potential customer segment. The mobile companies use several pictured advertisements focusing on the customer needs and expectations. Shim et al. (2012) said advertisements in newspaper provided by mobile companies support the business to improve the customer retention and loyalty and business performance.
However, the research conducted by several experts disclose that advertisements through several digital and social media nowadays are increase than ever before, which are impacting the effectiveness of conventional newspaper advertisements in terms of attracting and improve brand preference among the target and potential customers. Khachidze (2012) said along with the advancement of digital advertisements the business organisations including Vodafone can use the newspaper advertisement to increase their brand preference among the customers. Roebuck (2012) argued that organisations are facing challenges nowadays through newspaper advertisements because people giving more concentration on the digital media and online tools than ever before. Thus, it has been challenging issues for the organisations to increase the effectiveness newspaper advertisements.
On the other hand, it is essentials for the business organizations to improve brand preferences. This is because the improved brand preferences support the businesses in different ways. According to Kotler et al. (2014), improved brand preference among target customers can improve the customer loyalty and customer retention, which improve the business performance. Palmer (2014) said advertisements in newspaper support in gaining improved brand preference which acquires and attract new customers. Tohid and Jabbari (2012) said, although mobile organizations are using different newspaper advertisements, they are facing several challenges to improve brand preferences among customers and to attract and retain them in business for long time.
In addition, many mobile companies including Vodafone are facing challenges to understand how newspapers advertisements can be supportive to improve the brand preferences among customers. Therefore, it has been an issue for the mobile industry including Vodafone to conduct a study on the effectiveness of newspaper advertisements on brand preference among customers, and to create solutions for the industry including Vodafone how they can improve their newspaper advertisements to increase brand preference among customers to improve business performance. As a result, this study conducts a research on the effectiveness of newspaper advertisements in relationship brand preference in the telecom industry in UK focusing on a particular case study, called Vodafone.
1.2 Research problem
According to Kate and Jenni (2014), newspaper advertisement is effective to show individuality and identity of brands, and to provide first-class tickets through the lifecycle of brand. Marketers including Vodafone uses newspaper ads to increase their brand preferences among customers and to engage them for long time basis. As Jeffrey and Rajagopal (2014) notes, brand preferences refers to the shape of whole well-known brand among attitudes of potential consumers, which create quality customer brand perception. Customers show buying behavior towards a particular brand when they are happy and satisfied with the brand commitments. Therefore, an emotional and positive context in newspaper ads leads to increased brand preferences among customers (Janssens and Patrick, 2013).
However, improving brand preferences and customer engagement has been a challenging issue in telecom industry including Carphone Warehouse, which has been giving extra pressure on the brand management and marketing (David, 2015). The study on the Vodafone cases disclose that it has been facing challenge in gaining improved brand preferences among customers. This is because the rapid development of technologies, digital tools and social media are providing several alternative choices to the consumers in getting products and services knowledge and information. In addition, the competitors are applying several media including digital and conventional to improve their brand preference among customers. Where before the newspaper advertisements had been contributing a lot in increasing brand preference among customers.
it is now facing challenges because of huge competitions and rapid development of online and digital tools which are providing alternative choices to the consumers. Thus, it has been issues for marketers including Vodafone to update their newspaper advertisements focusing on changing customer demand and expectation. As a result, it has been an important factor for the telecom industry including Vodafone to conduct a study on how they can improve brand preference among consumers through newspapers ads (Vodafone Annual Report, 2015)
1.3 Significance of the study
An improved brand preference among customers has been a significant issue for the mobile industry. Improved brand preference leads to an individual to buy products and/or services from the same manufacturer repeatedly rather than from other suppliers (Palmer, 2014). Brand preferences, in marketing, consists of consumers’ commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service, or other positive behaviors such as word of mouth advocacy (Kotler et al., 2015). Newspaper advertisement is recognized as a significant tool to improve the brand preferences among customers (Buttle and Maklan, 2015). However, it has been challenging issue for the Vodafone to improve its brand preferences among customers via newspaper ads. Thus, it has been a key issue to conduct a study on this issue and improve the effectiveness of newspaper ads for increasing brand preferences among customers…………
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