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. UNSPECIFIED thesis, UNSPECIFIED.

View this record at http://eprints.chi.ac.uk/1468/

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
Keywords: HF Commerce, HG Finance, T Technology (General)
Members: University of Chichester
Depositing User: ULCC Admin
Date Deposited: 08 Nov 2016 13:00
Last Modified: 08 Nov 2016 13:00
URI: http://collections.crest.ac.uk/id/eprint/11882

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