Current Brand Loyalty, Attitudes and Perceptions of Generation Y Towards Uber Brand in Australia

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Current Brand Loyalty, Attitudes and Perceptions of Generation Y Towards Uber Brand in Australia

  1. MARKETING AIMS AND OBJECTIVES

Attracting and retaining customers is a challenging task. Due to the increased competition in the transport industry as a result of increased means of transport, customers demand high quality services at low prices. Companies strive to achieve high customer loyalty levels, positive attitudes and perceptions. The current study intents to examine and understand the current brand loyalty, brand attitudes, and brand perceptions among the Generation Y towards Uber brand in Australia. The understanding of customer needs and requirements of global and local customers has resulted in the provision of high quality services at competitive prices in the transport industry in Australia.

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Description

PHASE 1 : THE RESEARCH PROPOSAL
ASSESSMENT TASK: As a group you are required to prepare a detailed Market Research Proposal
that clearly outlines the Marketing Problem and Research Objectives and details a recommended
Research Approach to meet these objectives. Current Brand Loyalty, Attitudes and Perceptions of Generation Y Towards Uber Brand in Australia.
A Marketing Research Proposal can be defined as:
“A plan that offers recommendations for conducting research …details the who, the what, the where,
the when and the how of research and the information associated with it”.
Before carrying out Marketing Research, the researcher is supposed to write a Marketing Research
Proposal. The main aim of this proposal is to provide the Client an overview of your recommended
approach and obtain their approval. Current Brand Loyalty, Attitudes and Perceptions of Generation Y Towards Uber Brand in Australia.
ADDITIONAL POINTS FOR CONSIDERATION:
ƒ The Presentation, format and structure of the Report forms part of the Assessment.
ƒ Your Research Approach must include a Quantitative Research component.
ƒ Phase 1 forms the basis of Phase 2.
MKT202A/MKG202 Assessment Phase 1 & 2 20161111 3
Include (at a minimum) the following elements in your Proposal:
1. Develop a Research Context – This section sets the context of your investigation and overviews
Marketing Problem – the impact from both a qualitative and quantitative perspective – ascertaining
the importance, magnitude and priority of the issue – hence why it worth investigating and why it is
imperative do so. Current Brand Loyalty, Attitudes and Perceptions of Generation Y Towards Uber Brand in Australia.
a. Marketing Problem only pertinent historical information about the Company and/or the
market or industry (Not a blanket, generic history of the company)
b. The circumstances which have led to the need to undertake Research (How the issue was
discovered)
c. The impact and its magnitude to the Company’s Operations (conflict to vision, strategy –
this should be more long term)
2. Present the major findings of any Exploratory Research which has been conducted to better
understand the background and clarify the Marketing Problem. The information presented in this
section should form the basis of the recommendations made in the Proposal. It is expected that at
least 12 credible Secondary Sources of information will be investigated. Current Brand Loyalty, Attitudes and Perceptions of Generation Y Towards Uber Brand in Australia.
3. Identify the Research Problem, as the Group now sees it, taking into consideration step (a). This
represents the gaps in information that the Group consider imperative for the Client but which may
have not been identified in the Secondary Data Investigation. Specifically addressing any
deviations between the Proposal and the Client Brief. For example you may feel that the client has
requested a Descriptive Approach in the brief but after your Exploratory Research, you consider
that an Exploratory Approach is better suited to the Research Problem and the information that is
need to assist in resolving the Marketing Problem. Current Brand Loyalty, Attitudes and Perceptions of Generation Y Towards Uber Brand in Australia.
4. Outline the Research Objectives and any specific Research Questions that will be used.
5. Describe the Type of Research and Technique (i.e. Research Design) that you are going to
undertake and give a description of each technique that you are going to do (i.e.
Exploratory/Descriptive: Qualitative, Quantitative…etc.). Include in this section how the Data will be
collected using (e.g. telephone, mail, internet etc.) and why you have chosen the particular
Research Design. If using an online survey generator/application Students will also need to
overview this in this section, explaining why the particular survey generator/application was
consider superior and how it meets the Project’s parameters. Current Brand Loyalty, Attitudes and Perceptions of Generation Y Towards Uber Brand in Australia.
6. Outline the Sampling Plan. This includes the number of interviews that you will conduct in the
Quantitative Phase of your project, how you will recruit the respondents, and why you have chosen
the Sampling Technique recommended. Current Brand Loyalty, Attitudes and Perceptions of Generation Y Towards Uber Brand in Australia.
7. Explain what information this Research will provide and why it will better assist in solving the
Client’s Marketing Problem, in lieu of the original direction that may have been provided in the
Client Brief. Hence serving to demonstrate that you intend to collect only pertinent, relevant
information that will maximise the required decision making. (the inclusion of a Sample Survey may
assist in this process –mapping the questions back to the Research Objectives).
8. Include a Project Schedule. List each (and all) of the steps that will be undertaken and the time
taken for each to complete the project (including submission and presentation deadlines). Current Brand Loyalty, Attitudes and Perceptions of Generation Y Towards Uber Brand in Australia.

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Current Brand Loyalty, Attitudes and Perceptions of Generation Y Towards Uber Brand in Australia

  1. MARKETING AIMS AND OBJECTIVES

Attracting and retaining customers is a challenging task. Due to the increased competition in the transport industry as a result of increased means of transport, customers demand high quality services at low prices. Companies strive to achieve high customer loyalty levels, positive attitudes and perceptions. The current study intents to examine and understand the current brand loyalty, brand attitudes, and brand perceptions among the Generation Y towards Uber brand in Australia. The understanding of customer needs and requirements of global and local customers has resulted in the provision of high quality services at competitive prices in the transport industry in Australia………

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