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Investigate the Impact of Customer Preferences in the success of New Brand of tea-bag brand: a Case Study of Lipton Tea, UK

Harvard, 12000 Words

Abstract

 

The researcher intended to analyse the customer preference based new brand popularity of Lipton tea to gain business success at complex UK tea market. The researcher uses interpretive research philosophy, deductive research approach, and analytical research purpose, multi-research strategy by applying case study, FGD (Focus Group Discussion) and survey research strategy. The researcher chooses samples for primary data collection procedure by purposive sampling procedure that helps to choose 82 Lipton customers from 0.43 million customers of Lipton tea at UK market and used same technique for selecting the marketing managers of Lipton tea to collect FGD data. The finding represents customer perception increases customers’ impression, response and awareness for Lipton tea that has total 74 percent positive response. Brand identity based financial and marketing aspects are introducing Lipton brand at UK market that has 77 percent positive response. Green tea based marketing technique of Lipton tea has high customer response that indicates to purchase tea from Lipton brand along with 95 percent positive response. Customer preference practice ensures high customer satisfaction for successful market penetration of new tea brand of Lipton that has 78 percent positive response. The recommendation indicates to develop brand positioning and to develop pricing strategy for ensuring successful market penetration at UK market.

 

 

 

 

 

 

 

 

Table of Contents

 

Acknowledgement

Declaration

Abstract

Chapter 1: Introduction

1.1        Background of the Study

1.2        Rationale of the Study

1.2.1         The Research Issue

1.2.2         Reasons for becoming the Research Issue

1.2.3         Reasons for becoming an Issue now

1.2.4         The Research shed light on Beneficiary Issues

1.3        Research Aim and Objectives

1.4        Research Questions

1.5        Structure of the Study

1.6        Conclusion

Chapter 2: Literature Review

2.1        Introduction

2.2        Customer Preference

2.3        Customer Appeal

2.3.1         Brand Positioning

2.3.2         Customer Perception

2.4        Brand Identity

2.4.1         Product Benefits

2.4.2         Uniqueness of Product

2.5        Perceived Value

Figure 2.1: Perceived Value

2.5.1         Brand Image

2.5.2         Customer Service

2.6        Conceptual Framework

Figure 2.2: Conceptual Framework

2.7        Conclusion

Chapter 3: Research Methodology

3.1        Introduction

3.2        Research Philosophy

3.2.1         Justification of Research Philosophy

3.3        Research Approach

3.3.1         Justification of Research Approach

3.4        Research Method

3.4.1         Justification of Research Method

3.5        Research Purpose

3.5.1         Justification of Research Purpose

3.6        Research Strategy

3.6.1         Justification of Research Strategy

3.7        Data Collection Technique

3.7.1         Primary Data Collection Technique

3.7.1.1      Justification of Primary Data Collection Technique

3.7.2         Secondary Data Collection Technique

3.7.2.1      Justification of Secondary Data Collection Technique

3.8        Sampling Technique

3.8.1         Justification of Sampling Technique

3.9        Data Analysis

3.9.1         Justification of Data Analysis

3.10      Ethical Issues

3.10.1       Justification of Ethical Issues

3.11      Limitation of Methodology

3.12      Conclusion

Chapter 4: Findings and Analysis

4.1        Introduction

4.2        Findings of Questionnaire Survey

Table 4.1: Age of Respondents

Figure 4.1: Age of Respondents

4.2.1         Customer Appeal

Table 4.2: Customer appeal increases customers’ interest and curiosity about tea product of Lipton

Figure 4.2: Customer appeal increases customers’ interest and curiosity about tea product of Lipton

Table 4.3: Customer appeal is creating product value into customers mind

Figure 4.3: Customer appeal is creating product value into customers mind

Table 4.4: Brand positioning influences customers purchasing decision with psychological satisfaction

Figure 4.4: Brand positioning influences customers purchasing decision with psychological satisfaction

Table 4.5: Customer perception increases customers’ impression, response and awareness for Lipton tea

Figure 4.5: Customer perception increases customers’ impression, response and awareness for Lipton tea

4.2.2         Brand Identity

Table 4.6: Brand identity is financial and marketing aspect to introduce Lipton brand at market

Figure 4.6: Brand identity is financial and marketing aspect to introduce Lipton brand at market

Table 4.7: Products are representing in front of customers for developing brand identity of Lipton tea

Figure 4.7: Products are representing in front of customers for developing brand identity of Lipton tea

Table 4.8: Green tea based marketing has high customer response to purchase tea from Lipton brand

Figure 4.8: Green tea based marketing has high customer response to purchase tea from Lipton brand

Table 4.9: Lipton is offering attractive product packaging that has high market value

Figure 4.9: Lipton is offering attractive product packaging that has high market value

4.2.3         Perceived Value

Table 4.10: Lipton tea sets customers expected price that increases customers purchasing of tea product

Figure 4.10: Lipton tea sets customers expected price that increases customers purchasing of tea product

Table 4.11: Customers are getting high perceived value through high customer service

Figure 4.11: Customers are getting high perceived value through high customer service

Table 4.12: Brand image needs to improve through supervision of top level managers

Figure 4.12: Brand image needs to improve through supervision of top level managers

Table 4.13: Customer service with access of vital resources of organisation increases perceived value of customer

Figure4.13: Customer service with access of vital resources of organisation increases perceived value of customer

4.2.4         Customer Preference

Table 4.14: Customer preference indicates to maintain linkages of operational strategy to gain competitive priorities

Figure 4.14: Customer preference indicates to maintain linkages of operational strategy to gain competitive priorities

Table 4.15: Customer preference based business setting is important for successful market penetration

Figure 4.15: Customer preference based business setting is important for successful market penetration

Table 4.16: Customer preference supports to maintain flexible attributes of product and service packages of Lipton

Figure 4.16: Customer preference supports to maintain flexible attributes of product and service packages of Lipton

Table 4.17: Customer preference practice ensures customer satisfaction for successful market penetration of new tea brand

Figure 4.17: Customer preference practice ensures customer satisfaction for successful market penetration of new tea brand

4.2.5         T-Test Result and Statistics of Questionnaire Survey

Table 4.18: Average Response of Conceptual Framework

Table 4.19: T-Test Statistics and Result of Questionnaire Survey

4.3        Findings of FGD Outcome

4.4        Conclusion

Chapter 5: Conclusion and Recommendation

5.1        Concluding Remark

5.2        Objectives based Summary of Finding

5.3        Recommendations

5.4        Further Research Scope

References

Appendix – A: Questionnaire Survey

Green tea based marketing has high customer response to purchase tea from Lipton brand

Lipton is offering attractive product packaging that has high market value

Appendix – B: Qualitative Interview Guideline