Smart Grid Deployment and Marketing Methods

This assignment delves into the research methodologies used for large-scale smart grid deployments. It analyzes both experimental and data collection methods employed in such projects, highlighting initial findings. The focus extends to information marketing strategies within the context of innovation consulting services and explores the impact of technology on marketing practices in a rapidly evolving digital landscape.

Business Research Project
On
Evaluating the role of marketing innovation to attract
new customers: A Study of Lycamobile UK

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Abstract
The aim of the research is to find out the impact of innovation on the marketing techniques so
that it can attract new customers with respect to Lycamobile, UK as a case study. The impact of
globalization has resulted in providing better platform for companies to market their products
in an innovative manner. It has also resulted in globalizing the products apart from the local
consumption. The rise of the similar organizations has resulted in offering similar products,
which has created an impact on the way marketing is done. The strategies of marketing enable
the organizations in differentiating themselves from the competitors and the rise in the
constant innovative techniques has resulted in attracting the customers in a new manner. The
‘literature review’ showcases different models and theories that can help in describing the
innovative marketing concepts and its importance through the different research scholars. The
use of the concepts has also been aligned with the organization so that its performance can be
taken in to account while conducting the research. The concepts of innovation in marketing
have also been highlighted so that the loyalty of the customers towards the organization can be
controlled properly. The research has also been carried out in a proper manner using the
suitable tools that have been justified in the methodology section of the research paper. The
review of literature has highlighted that new services and products that needs to be offered to
the customers at regular intervals. This has resulted in creating proper images of the company
in the eye of the customers so that they can get attracted. It will also provide competitive
advantage to the company in the market so that the sales can be increased.

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Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study.
As a researcher, I am indebted to my supervisor Dr. Stefanie Hills whose guidance, advice and
patience have been immeasurable. My sincere thanks to all members of the University of
Northampton, both staff and students, whose continuous support have made this thesis
possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities, for the time and help given throughout. Without their participation, this research
would not have been possible. In addition to this, I am also grateful for the opportunity to read
and learn from previous academic research in this area as I have educated and advanced my
own knowledge.
Finally, I thank my families, most especially to my husband, which whom this thesis would not
have been started or completed! Your encouragement and support have never faltered; thank
you.

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Table of Contents
1.0 Introduction:..........................................................................................................................5
1.1. Background of the Study:.....................................................................................................6
1.2. Research Aims and Objectives:............................................................................................7
1.3. Research Questions:..............................................................................................................7
1.4 Problem Statement:................................................................................................................7
1.5. Rationale of the Study:.........................................................................................................8
1.6. Research Hypothesis:............................................................................................................9
1.7. Structure of the Dissertation:................................................................................................9
1.8. Chapter Summary:..............................................................................................................10
Chapter 2: Literature Review.........................................................................................................11
2.0 Introduction:........................................................................................................................11
2.2 Concept of Marketing:.........................................................................................................12
2.3 Factors affecting marketing.................................................................................................13
2.4 Theory and model of marketing..........................................................................................15
2.4.1 7 P’s of marketing.............................................................................................................15
2.4.2 AIDA model of marketing................................................................................................17
2.5 Concept of Innovation:........................................................................................................18
2.6 Factors affecting innovation................................................................................................19
2.7 Types of Innovation.............................................................................................................20

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2.7.1 Product Innovation............................................................................................................21
2.7.2 Process Innovation:...........................................................................................................21
2.7.3 Organisational Innovation:...............................................................................................22
2.7.4 Marketing Innovation:......................................................................................................23
2.8 Theodore Levitt Concept of Marketing Innovation:............................................................24
2.9 Relationship between Competition and Innovation:............................................................25
2.10 Relationship between Business Strategy, Technological Changes and Innovation:.........26
2.11 Importance of Marketing Innovation in Value Chain:......................................................27
2.12 Marketing Innovation Orientations....................................................................................28
2.13 Marketing Innovation Strategies........................................................................................29
2.14 Importance of Marketing Innovation:................................................................................29
2.15 Competitiveness of Brands:...............................................................................................30
2.16 Role of management in Marketing Innovation:.................................................................31
2.17 Chapter Summary:.............................................................................................................32
Chapter 3: Research Methodology................................................................................................33
3.0 Introduction:........................................................................................................................33
3.1 Research Outline:.................................................................................................................33
3.1 Research Philosophy:...........................................................................................................34
3.1.1 Rationalizing the Election of Positivism Philosophy:......................................................35
3.2 Research Approach..............................................................................................................35

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3.2.1 Rationalizing the Election of the Deductive Approach:...................................................36
3.3 Research Design:.................................................................................................................36
3.3.1 Rationalizing the Election of Descriptive Design:...........................................................37
3.4 Research Strategy:...............................................................................................................37
3.4.1 Rationalizing the Election of Survey Research Strategy:.................................................38
3.5 Sampling Technique and Sampling Size:............................................................................38
3.5.1 Rationalizing the Election of Random Probability Sampling Technique:........................39
3.6 Data Collection Technique:.................................................................................................39
3.6.1 Rationalizing the Election of Primary Data Collection Technique:.................................40
3.7 Data analysis Technique:.....................................................................................................40
3.7.1 Rationalizing the Election of SPSS:.................................................................................41
3.8 Ethical Considerations:........................................................................................................41
3.9 Research Limitations:..........................................................................................................42
3.10 Chapter Summary:.............................................................................................................42
Chapter 4: Analysis and Findings..................................................................................................43
4.0 Introduction:........................................................................................................................43
4.1 Chapter Summary:...............................................................................................................79
Chapter 5: Conclusion and Recommendations..............................................................................80
5.1 Conclusion:..........................................................................................................................80
5.2 Linking with Objectives:.....................................................................................................84

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5.3 Recommendations:..............................................................................................................86
5.4 Future scope of the Study:...................................................................................................87
5.5 Summary:.............................................................................................................................88
References......................................................................................................................................90

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Chapter 1: Introduction of Research
1.0 Introduction:
Marketing has gained huge importance in the past few years due to the increase in
globalization. Globalization has resulted in an increase in competition in the market not only
locally but also globally. The presence of several organisations offerings more or less the same
products and services has resulted in the increase in the importance of marketing. Marketing
strategies enable the organisations to differentiate themselves from their competitors.
Constant innovation in the marketing strategies enables the organisations to attract new
customers and remain ahead of the competitors. This research study explains the role of
marketing innovation for attracting new customers (Armstrong et al. 2015).
By referring to the case of Lycamobile in the UK, this research aim towards analysing the
role of marketing innovations in attracting new customers. Based on the aim, the research
assumes that there is a positive relationship between customer maximization by attracting new
customers and the marketing innovation strategies. As a result, achieving the research and
objectives includes studying and analysing the reaction of the customers for Lycamobile, UK.
This will provide an opportunity to address the marketing innovations strategies used by
Lycamobile followed by analyse the effectiveness of the strategies. Considering the research
aim and objectives, survey will be used as the primary data collection method. Thus, in order to
analyse the primary data, quantitative data analysis has been used that is represented by using
SPSS, a statistical software. In order to conclude well and prove the research aim and
objectives, the findings from the SPSS analysis has been discussed in accordance with the
information provided in the literature review thereby, validating the findings of the research. In

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addition to, the findings of the research is linked with the research objectives in order to access
the relationship between the customer maximization by attracting new ones and the marketing
innovation strategies. Based on the identified gap, suitable recommendations are provided so
that Lycamobile is able to develop and undertake required marketing innovation strategies.
1.1. Background of the Study:
Lycamobile, UK is a telecommunication company that operates in 23 countries. The
company was founded in 2006 and deals with mobile telecommunication services. It is a mobile
virtual network operator (MVNO) and generates major revenue from its sim products. The
organisation offers sim cards to its customers both local and international (Lycamobile.co.uk,
2018). The company provides “pay-as-you-go” sim cards to its customers, who want to make
international calls. The company has leased radio frequencies and forms partnerships with the
mobile network operators in the countries in which it operates. The organisation has been
following an aggressive pricing policy while entering new markets with the objective of
acquiring greater market share. The company has more than 15 million active customers across
the globe. Lycamobile is the main business of Lyca that offers MVNO services. The organisation
has several other businesses such as GT mobile, Lycatel calling cards, Lycachat, Lycatalk, LycaTV,
LycaRadio, Lycaproductions and several others. The research shall take into consideration
Lycamobile, UK for analyzing the relationship marketing innovation and attracting new
customers (Lycamobile.co.uk, 2018).

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1.2. Research Aims and Objectives:
Based upon the proposed research topic and the rationale of the study, the following
are the research objectives framed for the research topic:
 To understand the concept of marketing innovation
 To investigate the role of marketing innovation in attracting new customers
 To critically evaluate the factors affecting the buying decisions of new customers
 To provide suitable recommendations for improving marketing innovation in
attracting new customers
1.3. Research Questions:
The following are the research questions for the research project:
 What is marketing innovation?
 What is the role of marketing innovation in attracting new customers?
 What are the factors that affect the buying decisions of new customers?
 How can the marketing innovation strategies be improved for attracting new
customers?
1.4 Problem Statement:
In the current research, the study has identified the problem of the chosen organisation
related to attracting new customers using marketing innovation strategies. With the increase in
the level of competition in the market, it has become necessary for the organisations to ensure
innovation in their marketing strategies in order to remain competitive and attract new
customers. This requires additional time, effort and costs and it is a major concern for several

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organisations across the globe. Therefore, the research aims at evaluating the role of marketing
innovation for attracting new customers by considering the case of Lycamobile UK.
1.5. Rationale of the Study:
In the past few years, marketing innovations has been successful in gaining considerable
attention by including and emphasizing on the opinions and perspectives of the business
organizations and customers simultaneously. The aim of marketing innovation strategies is to
develop and include new marketing methods that is successful in incorporating significant
changes in respect to the design, product, package, price and promotion thereby, attracting
customers (Wilson et al. 2016). Thus, it can be said marketing innovation provides an
opportunity for the business enterprises to re-create the image of the brand positively thereby,
engaging and gaining attention of the customer sector.
In the UK, the customers are dependent largely on the marketing strategies conducted
and implemented by the business organizations in order to determine the services and
products that is required by them for fulfilling their needs and demands thereby, satisfying their
needs. As a result, it can be said that the buying decision of the customers are largely
influenced by the marketing strategies used by the business organizations. However,
considering the huge number of similar organizations in the market that offer similar range of
products and services, it is necessary for the business organization to stand out from the
existing competitors in the market. This can be achieved by the business enterprises by
developing and implementing unique and innovative marketing strategies. Thus, marketing
innovations has gained huge popularity in the UK due to existing competition and surviving in

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the competitive market in the end. As a result, the business enterprise are able to be successful
and strengthen their position in the market. (Kotler 2015). Therefore, the research rationale of
this study is to develop an understanding as well as discussing the role of marketing innovations
in attracting new customers.
1.6. Research Hypothesis:
H0: Marketing innovation does not help the organisations in attracting new customers
H1: Marketing innovation helps the organisations in attracting new customers
1.7. Structure of the Dissertation:
The entire dissertation has been divided into five chapters that help the study to
conduct the research study in a systematic manner. In order to ensure the reliability and the
transparency of the research study, the paper has followed a proper structure, which comprises
of five chapters namely the introduction, literature review, research methodology, findings and
analysis and the conclusion and recommendation.
The first chapter provides a proper introduction that explains the research topic. The
chapter also comprises of the aims and objectives set on the basis of the research topic. The
study has also set the research questions on the basis of which it conducts the entire research
for obtaining the required conclusion. The background of the study has been clearly mentioned
along with the rationale on which the research has been based.

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The second chapter is literature review, which includes all the relevant models, theories
and concepts related to the research topic. The literature review chapter enables the
researchers to implement the theories and concepts into the research for obtaining the desired
results and conclusions. The theories and models also enable the study to find the difference or
gap between the actual findings and the theoretical evidences.
The third chapter comprises of research methodology, which describes the manner in
which the research has been conducted. This chapter mentions the research philosophy,
research design, research approach, data collection process, sampling method, ethical
considerations as well as the limitations faced by the author while conducting the research.
The fourth chapter comprises of the findings and analysis wherein the research
mentions the actual findings in relation with the research topic along with the proper analysis
of the obtained findings. The chapter mentions the answers provided by the respondents and
the role of marketing innovation in attracting new customers.
The fifth chapter comprises of the conclusion and the recommendation. In this chapter,
the author justifies the manner in which the results obtained fulfil the aims and objectives of
the research project. The author also suggests the ways in which the organisation can improve
its marketing innovation strategies in order to attract more new customers.
1.8. Chapter Summary:
The first chapter provided a brief introduction of the entire research project. The author
has clearly mentioned the aims and objectives of the research so that the readers can easily
understand why the research has been conducted. The rationale has mentioned the

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importance of conducting this particular research study. The author has also clearly stated the
background of the research study so that the readers can understand the research topic and its
importance.
Chapter 2: Literature Review
2.0 Introduction:
The chapter ‘literature review’ has described the concepts, theories and models that
shall help in understanding the research topic. The chapter has described the concepts of
marketing innovation and its importance based upon the research conducted by previous
researchers. In this case, Lycamobile UK has been taken as a well- known organisation in UK.
The theories and concepts have been matched with the performance of the organisation. The
chapter has highlighted the components of marketing innovation that play pivotal role in
controlling the customer loyalty of the organisation.
2.1 Conceptual Framework:

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Figure 1: Conceptual Framework
2.2 Concept of Marketing:
As mentioned by Armstrong et al. (2015), the concept of marketing underlies the idea of
communicating and cascading the required information about the properties, benefits and
value of the service or product to the target audience. Thus, marketing can be referred to as an
effective tool for attracting, retaining and satisfying the customers. Considering the significance
of marketing, it is considered as one of the important aspect of business apart from innovation.
However, as argued by Hollensen (2015), marketing helps in establishing, communicating,
delivering and exchanging the offering by a business enterprise that plays a crucial role in the
lives of the customers in order to fulfil their demands, needs and expectations.
Innovation
Product
innovation
Process
innovation
Organizational
innovation
Marketing
innovation
Enahnced
competitiveness
Attracting new
customers Brand loyalty Long-term
profitability Brand reputation

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2.3 Factors affecting marketing
Both micro and macro environment affect marketing that result in better
communication of the product with the target customers followed by attracting the customers
and increasing sales and revenue.
2.3.1 Micro-environment
The customers, suppliers and the market intermediaries are the micro-environment
factors that affect marketing.
Customers
Customers are the most important, as the business organization conducts marketing
with the intention of attracting them. The customers are regarded as the pillars of marketing, as
the business organizations develop marketing plans by considering the needs and demands of
the customers and in a way that ensures effective communication (Sila 2013).
Market intermediaries
Profit maximization is one of the significant features that the business organizations aim
towards while launching a profit in which the market intermediaries are crucial. The market
intermediaries are used by the business organizations for influencing the demand of the
customers and sales and establishing support for the customers and logistics. The different
types of market intermediaries are brokers and the agents (Lin and Lekhawipat 2014).
Suppliers

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The suppliers act as pillars of marketing, as the suppliers are responsible for supplying
the manufactured product to the target audience. The suppliers act as channels through which
the manufactured product is delivered to the end customers (Xu, Michael and Chen 2013).
2.3.2 Macro-environment
The macro-environment of the business that has an impact on marketing is
demographics, technology, economy, culture, legal and the physical factors.
Demographic factors
Other than the age and gender, the demographic factors also include increase and
decrease of sex ratios and ethnic groups and distinctive traits. The marketing strategy is
influenced by the demographic factors because each individual have distinctive priorities (Joshi
and Rahman 2015).
Economic factors
Considering the economy of the market is necessary, as developing a marketing plan
requires adequate financial expenses and the marketing is affected by interest rate, deflation,
recession and inflation. This enables the business organizations to ensure profit maximization
by taking into account management, taxes, policy of the government and labour cost (Chavan
and Ahmad 2013).
Political and legal factors

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Ensuring compliance with the political and legal guidelines of the selected country while
developing marketing strategy ensures effective marketing. For instance, reduced rate of
taxation highlights maximized disposable income (Bowman and Zilberman 2013).
Social factors
While developing the marketing plan, it is important for the business organizations to
consider the cultural and social factors of the target audiences that includes race, tradition,
culture, way of living life and ethnicity (Raza and Hanif 2013).
Physical factors
Both non-renewable and renewable resources are regarded as the physical factors that
includes the surrounding environment of the specific country and the business organizations
need to take into account of not harming and exploiting the resources while developing
marketing plan (Wang et al. 2016).
2.4 Theory and model of marketing
2.4.1 7 P’s of marketing
7 P’s of marketing is one of the significant models of marketing that are used by the
majority of the business organizations while developing the marketing plan. The 7 P’s of
marketing includes all the necessary aspects that help in communicating and attracting with the
customers. However, the 7 P’s of marketing was developed from the 4 P’s of marketing and
additional features such as physical evidence, people and process were included (Khan 2014).

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Product: The first P indicates the description of the product that the business organization aims
towards launching and selling in the market. Thus, shedding light on the key features and
properties of the product is important for attracting the customers (Hashim and Hamzah 2014).
Price: This step aim towards deciding the appropriate pricing strategy that the business
organization intends to use by considering the economic condition of the target audience in
terms of their paying capacity (Lovelock and Patterson 2015).
People: In the marketing mix, people refer to the employees that help in communicating the
product launched by the company to the target audience. Therefore, the employees’ needs to
compassionate, empathetic and excellent customer service abilities (Mohammad 2015).
Place: Place indicates the location the business enterprises selects for showing, selling and
distributing the product. For example, the company needs to select a place that is easily
accessible by the target audience (Pour, Nazari and Emami 2013).
Promotion: The promotional activities are the set of activities undertaken by the business
organizations to let the target audience know about the product or service launched by them
along with the benefits offered by it thereby, resulting in sales maximization and profit
generation (Talpau 2014).
Process: The systems and methods used and applied by the business enterprises to maintain
the quality and standard of the product thereby, highlighting consistency and persistency of the
product (Mucai, Mbaeh and Noor 2013).

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Physical evidence: The physical evidence highlights the layout, branding, interior and packaging
the business organizations uses, as this helps in leaving a positive impact on the customers
thereby, attracting them (Rowley 2016).
2.4.2 AIDA model of marketing
AIDA model of marketing is another marketing model that is used by the business
organizations for communicating with the customers effectively thereby, making the target
audience aware of the product and service along with the benefits. The acronym of AIDA stands
for awareness, interest, desire and action. Thus, the model intends to recognize the various
stages undergone by the customers while purchasing a specific product.
Awareness: This is the very first step of the model that signifies making the target audience
aware of the product, its description, properties and features. Making the customers aware of
the product details maximizes the chances of the product being sold to the target customers.
This step helps in sparking attention within the customers by advertising the product via
webinars, podcasts and articles (Rawal 2013).
Interest: Generating interest within the customers is the most difficult part of marketing, as the
business organization needs to generate interest within them. This is because each individual
might get interested in various ways thereby, making it difficult for the business organizations
to identify what interests the individuals and giving it to them accordingly. As a result, it is
advisable to break up the information gathered from the market and develop catchy and easy
to read or interpret captions (Hassan, Nadzim and Shiratuddin 2015).

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Desire: Generating interest gives rise to generating desire in which the business organizations
instigates the target audiences to take an action for purchasing the product. It is essential for
the business organizations to convey the significance of the product or service launched by
them thereby, making them realize the role of the product in their lives. This can be done by
the business organization by communicating the product value to the customers (Wijaya 2015).
Action: Desire triggers action thereby, forcing the customers take the action of purchasing the
product from the business enterprise (Lea-Greenwood 2013).
2.5 Concept of Innovation:
As mentioned by Grimpe et al. (2017), the concept of innovation underlies the idea of
new method or thought of doing things thereby, standing out from the others. Innovation
provides an opportunity of involving better idea or solution in order to fulfil the needs and
demands of the customers by applying a different approach. Thus, it can be said that innovation
provides an opportunity for the growth of the organization as well as enabling the business
organizations to sustain in the tough and intense competitive market. The reason of the
increased competition in the market is that the business organizations make more or less
similar offerings to the customers. Thus, the business organizations use innovation as a tool to
differentiate the products and services offered by them compared to to rest in the market.
However as indicated by Chaffey and Ellis-Chadwick (2016), it is said that using innovative
marketing strategies provides an opportunity for the business organizations to cope up and
adapt with the continuously changing environment of the business sector thereby, gaining
competitive advantage.

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2.6 Factors affecting innovation
Different factors facilitate innovation within a business organization that is required for
standing out from the competitors. In this highly competitive market, it is important for the
business organizations to promote innovation, in order to create a unique image in the eye of
the customers by attracting customers thereby, sustaining in the competitive market. The
different factors promoting innovations include are management practices, organizational
motivation and resources.
Management practices: Having a management that provides the opportunity to the employees
the freedom to work along with throwing challenges at them and encouragement and support
facilitates innovation. As mentioned by Chaudoir, Dugan and Barr (2013), the freedom or
independence of doing the work develops a sense of control and responsibility on the
individuals and facilitates innovation. However, as argued by Sok, O’Cass and Sok (2013),
putting the employees in challenging situation makes them brainstorm and play to their
maximum creativity and strength thereby, giving rise to innovations. On the other hand, the
boss or the leader also drives innovation within the employees by setting goals appropriately,
providing adequate support, ensuring effective communication and showing confidence in
them leads to successful innovation.
Organizational motivation: The working environment of the business organizations highlights
unity in diversity, as individuals from different background, culture, religion and habits come
together and work as work for the success of a particular organization. Thus, organizational
encouragement is a crucial factor that leads to innovation. As mentioned by Rozdolskaya,

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Ledovskaya and Afanasiev (2013), fair and constructive judgement of ideas recognition and
reward leads to creativity and innovation within the business organization by influencing the
development of new ideas and ensuring active flow of information, idea as well as shared
vision. However, as criticized by Atalay, Anafarta and Sarvan (2013), absence of organizational
impediments also leads to innovation, as lack of political problem within the organization, harsh
criticism of new ideas, avoiding risk, focusing on status and destructive competition within the
organization provides the opportunity to the employees to think freely and without any
boundaries.
Availability of resources: It is important for the business organization to provide the individuals
with what they need in terms of technology, financial resources, guidance and opportunities. As
a result, the employees are able to think without boundaries and restrictions that leads to
innovation. As commented by Gupta and Malhotra (2013), the ability and opportunity of
accessing appropriate resources in terms of materials, information, materials and funds leads to
innovation. In addition to, lack of extreme time pressure, distraction from creativity and
unrealistic expectation in terms of productivity also leads to innovation. However, as criticized
by Medrano and Olarte-Pascual (2016), lack of adequate guidance and mentoring does not lead
to innovation but wastage of the available resources given to the employees.
2.7 Types of Innovation:
As commented by Chaffey and Ellis-Chadwick (2016), an organisation can apply
innovation in several ways. Innovation can be made in the products and services of an
organisation in order to make them different from the products and services offered by the

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other organisations. Despite that, McElheran (2015) argued that an organisation can implement
innovation in its internal processes in order to differentiate it from the other similar
organisations. Similarly, innovative changes in the processes and the marketing strategies of the
organisations can help them differentiate themselves from the others. The following are the
major types of innovation:
2.7.1 Product Innovation:
As stated by Liu and Atuahene-Gima (2018), product innovation refers to the bringing
certain changes or developing a better product or service. Product innovation can basically be
of three types namely product line extension, entirely new product and familiar products.
Product innovation aims at modifying the uses or functions of a product in order to increase the
value provided to the customers as well as to the organisation itself. But it was then criticized
by De Medeiros, Ribeiro and Cortimiglia (2014), that a product innovation has always been an
important aspect of organisational strategies as the organisations are highly dependent upon
product innovation for surviving in the long- term. Several researchers have also stated that
product innovation is a market oriented strategy that involves making some changes in the
features and functions of a product or service in order to enhance its value and to remain
ahead of the competitors.
2.7.2 Process Innovation:
Meanwhile, according to Trantopoulos et al. (2017), process innovation involves
innovations in the internal processes of an organisation. It emphasizes more upon the internal
processes of an organisation as compared to the market. Innovation in the processes involves

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implementing some new or improved methods in the entire production process. Although, on
the contrary, the process innovation involves implementation of new or improved methods for
procurement of raw materials, production process, and warehousing and distribution process
along with making several changes in the technologies, equipments and techniques (McElheran
2015). Therefore, the implementation of new, improved and more efficient techniques or
methods of procuring materials, manufacturing or producing and distributing the products or
services of an organisation is referred to as process innovation.
2.7.3 Organisational Innovation:
Organisational innovation refers to the implementation of some new thought or idea,
which is entirely new for an organisation. According to Camisón and Villar-López (2014),
organisational innovation refers to the new ways in which the organisational work can be
managed for making the work more effective and gaining competitive advantage over the
others. Organisational innovation might involve some new product or service, new technology
or a new organisational practice. However, it is argued by Fay et al. (2015) that an
organisational innovation can also be referred to as the manner in which the organisations
develop new strategies to solve those issues. Organisational innovation comprises of the ways
in which the members of an organisation manage the activities in areas such as knowledge
management, customer relationship, employee performance and several other areas.
Organisational innovation involves change management as every innovation is a change for an
organisation. However, in case of organisational innovation, the change is required to be
innovative in nature, which aims at solving some organisational issue and is capable of
providing additional advantages to the stakeholders.

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2.7.4 Marketing Innovation:
Marketing innovation as described by Sheth and Sisodia (2015) underlies the idea of
innovation with marketing in which the business enterprises incorporate unique ideas and
strategies while developing their marketing plans. Increased number of similar business
organizations offering somewhat similar products and services has resulted in highly
competitive, fierce and intense business environment. As a result, the success of the business
organizations are highly dependent on the marketing strategies developed and undertaken by
them. However, business organizations holding a monopoly position in the market do not need
to pay attention to the marketing strategies, as they have already strengthened and established
them in the market (Strauss 2016). However, as argued by Babin and Zikmund (2015), in order
to sustain in the competitive market, it is essential for the business organizations to
differentiate them from the competitors both in terms of the product offerings and in terms of
the marketing strategies used by them. As a result, a business organization is able to keep them
ahead of the others in the market. The aforementioned benefits of innovation has resulted in
gaining significant importance of it in the marketing strategies.
Marketing innovation has been defined as “the implementation of new marketing
method involving significant changes in product design or packaging, product placement,
product promotion or pricing”. Marketing innovation has also been defined as “the
development of new marketing tools and methods” (Johnson 2016). Marketing innovation is
the strategy that enables the organisations to create better value for the customers, remain
ahead of the competitors, increase the benefits provided to the stakeholders and improving the
overall financial position of an organisation.

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2.8 Theodore Levitt Concept of Marketing Innovation:
The research conducted by Theodore Levitt has been one of the most significant
contributions in the field of marketing innovation, which involved the use of terms such as
marketing imagination and myopia that helped in developing the concept of marketing
innovation. The concept stated marketing innovation as a new method utilized by the
organisations with the aim of fulfilling the expectations of the customers, which has been
determined by the management or the researcher. Levitt stated that “marketing innovations
require radical experimentation and speculative activity in order to be most impactful and to
lead to miraculous results” (Liebl 2018). One of the major reasons behind the failure of the
popularity of marketing innovation in the late 1990’s was the rarity of proper definition of
radical innovations. Marketing innovation was termed to be abstract and involved several risks
and organisational costs.
The concept involved the use of marketing imagination along with construction of
extraordinary mental images for enhanced customer understanding as a precursor to marketing
innovation. According to Ng (2016), marketing imagination ultimately results in marketing
innovation wherein the organisations pass through essential improvements in terms of
potential customer determination, current market penetration and the effectiveness of
distribution. The concept laid equal emphasis on the present as well as the potential future
customers along with the stakeholders, who shall be affected by the innovation.

25
2.9 Relationship between Competition and Innovation:
According to Hashmi and Biesebroeck (2016), there is a direct relationship between
competition and the performance of the organisations. Increase in the level of competition
helps in improving the performance of the organisations as with the increase in the
competition, the organisations enhance their managerial efforts as well as sharpen incentives,
which ultimately helps in improving the organisational performance. On examining the
relationship between competition in the market and the innovation, it has been found that the
relationship between them is in the form of an inverted U shape. This denotes that the impact
of the competition impacts the initial competition levels. This means that as the competition
becomes more intense, the firms begin to invest more in the research and development
activities or innovation in order to escape the competition and remain ahead of the
competitors.
However, as criticized by Ascioglu et al. (2015), market orientation has three major
components namely customer orientation, competitor orientation and inter- functional
coordination. Customer orientation enables the organisations to identify the target customers
and understand their demands. Competitor orientation enables an organisation to identify the
major competitors and understand their strategies. Inter- functional coordination enables the
organisations to understand the organisational culture along with the organisation’s market
position. It is necessary for the organisations to maintain sustainable competitive advantage
over the others in order to remain competitive in the long- term. This enables the organisations
to create value for the customers. Customer orientation and competitor orientation enables the
organisations to obtain the necessary information regarding the market and develop strategies

26
accordingly whereas, inter- functional coordination enables the organisations to disseminate
the information obtained within the organisation. Several investigations have proved that
market orientation is capable of enhancing innovation especially in case of the service
industries. This is because market oriented organisations have better knowledge about the
market and the trends in the market along with better developing customer relation
capabilities. This enables the organisations to implement innovation in their strategies with the
ultimate objective of providing greater value to the customers.
According to Kim and Mauborgne (2014), market orientation leads to marketing
innovation along with product advantage as both are directly proportional to each other.
Market orientation facilitates innovation and ensures the use of proper technologies that offer
several benefits to the organisations. It ensures both technology- based innovations as well as
market- based innovations in order to enhance the overall value provided to the customers.
The level of competition prevalent in the market has a positive impact on the innovation.
Several investigations have also proved that market orientation and innovation have a stronger
relationship in cases of strong competition within the market whereas weaker relationship in
cases of technological turbulent markets.
2.10 Relationship between Business Strategy, Technological Changes and Innovation:
According to Johnson (2016), business strategy is the long- term planning of an
organisation, which involves the action plans that enable the organisation to fulfil its goals and
objectives. Business strategy is a critical factor in improving the overall organisational
performance. It involves strategies related to market segmentation, enhancing the existing

27
strategies, and cost leadership. Innovation and business strategy are linked with each other as
they are together capable of creating sustainable competitive advantage for the organisations
in the long- run. Organisations must lay emphasis upon innovation by clearly defining their
objectives and the methods for implementing sustainable innovation.
2.11 Importance of Marketing Innovation in Value Chain:
In line with Johnson (2016), value chain refers to the entire range of activities done by
the workers of an organisation for bringing a product from its notion to its end utilization and
beyond. Value chain usually involves designing, producing, marketing, distributing and
supporting the end customers. The perspective of value chain has shifted from mere production
and design to marketing. Earlier, the organisations used to design and manufacture their
products while utilizing their own internal supply chain. However, nowadays, the organisations
emphasize more upon product innovation and marketing activities that enable the
organisations to improve their brand image and utilize specialized suppliers for the other
activities.
With the advent of globalization, the competition in the market has increased
tremendously. There are several organisations producing more or less same products and
therefore, they need to distinguish their products from the others in terms of price, quality and
marketing. Nowadays, the organisations perform only those activities in which they specialize
and assign the other activities to some third party organisations that specialize in those
activities. This enables the organisations to achieve cost benefits and reduce wastages, for
providing superior quality products at lower prices to the customers. This enables the

28
organisations to gain competitive advantage over the rival organisations. Marketing innovation
in value chain has gained huge popularity in the recent years. The marketing managers are
responsible for deciding the marketing activities that are to be purchased from the market, the
marketing activities that are to be performed by the strategic partners and the marketing
activities that are to be performed internally.
2.12 Marketing Innovation Orientations:
As mentioned by Strauss (2016), marketing innovation depends upon the number of
competitors in the market, the intensity of competition in the market, customer orientation and
competitor orientation. There is a direct link between innovation and competition. The more
the number of competitors in the market, the more is the requirement of innovation. In a highly
competitive market, the organisations differentiate their products from their competitors by
emphasizing more upon innovative marketing strategies. The intensity of competition refers to
the degree of competition in the market. The higher the degree of competition, the more is the
need for coming up with innovative marketing ideas. In highly competitive markets, the level of
innovation utilized in marketing a product helps the organisations to successfully differentiate
them from the competing firms successfully.
The market orientation is a major factor that determines the vitality of innovation.
Furthermore, Johnson (2016), insist that it is necessary for the organisations nowadays to
create a sustainable competitive advantage in order to remain successful in the long- run. The
market orientation is of two types namely customer orientation and competitor orientation. In
case of a customer oriented market, the organisations aim at providing superior value to the

29
customers by applying innovation in its activities and functions. The innovation characteristics
of an organisation enable the customers to differentiate them from the others. Customer
orientation lays much emphasis upon increasing the customer satisfaction and in a better
manner than the competitors.
2.13 Marketing Innovation Strategies:
The marketing innovation strategies involve strategic focus of marketing, technology
strategy and strategic objectives. Business strategies are directly linked with innovation. An
effective combination of business strategies and innovation enables the organisations to
achieve sustainable competitive advantage. Innovative business strategy is an essential part of
the organisations nowadays as it helps them in differentiating themselves from the others. The
higher the innovation in the marketing strategies, the more is its effectiveness (Johnson 2016).
2.14 Importance of Marketing Innovation:
Recently, marketing innovations has gained huge acclamation and has become an
integral part for the business organizations, as this provides an opportunity for them to
distinguish them for the rest in the market. As a result, the business organizations are able to
develop highly attractive marketing strategies that aim towards attracting new customers as
well as retaining the existing customers (McDonald and Wilson 2016). The primary objective of
marketing is to communicate information, characteristics, features and benefits of the product
or service to the target audience with the aim of maximizing the profit and sales of the business
enterprise. On the other hand, including innovation in the marketing strategies allows the
business organizations to enhance productivity by minimizing the production cost along with

30
maximizing the level of attractiveness. In addition to, innovation in marketing enables
enhancing the image and value of the brand and establishing new relationships and
partnerships with the target audiences thereby, increasing the rate of turnover due to
increased profitability (Nieves et al. 2016).
As commented by Medrano et al. (2016), the use of innovative marketing strategies is
used as a problem-solving tool by the business organizations that provides an opportunity of
offering a creative insight for the business organizations. As a result, the business enterprises
are able to look at things differently while developing a marketing strategy in order to remain
ahead of the existing competitors in the market. In addition to, as the individuals are given the
opportunity of including their creativity while working, the productivity at workplace increases
as new customers are attracted by the uniqueness. Thus, it can be said that marketing
innovation provides an opportunity for the business organizations to show their uniqueness to
the target audiences thereby, presenting them differently from the existing competitors in the
market. Nevertheless, it is argued by Greve (2014), mentioning that the use of innovative
marketing strategies plays a significant role in putting the competitors behind thereby,
strengthening the presence as well as position of the market in the business environment.
2.15 Competitiveness of Brands:
As stated by Lee, Lee and Garrett (2017), the emergence of small and medium sized
business organizations has been noticed due to globalization. Thus, both national and
international business environment has encountered increased competition among the
business enterprises. The business organizations focuses more on building brand value and

31
image due to which they are compelled towards making huge investments while developing
and conducting their marketing activities. The use of the innovative marketing activities
provides an opportunity for the business organizations to position the services and the products
in the mind and eye of the target customers thereby, creating a unique and distinctive image of
the brand. As a result, the business organizations are able to present themselves differently
from the rest of the existing firms in the market offering similar products and services. The
demand and necessity of being innovative has enforced the business organizations to develop
innovative marketing strategies for presenting them and their products differently. Recently, it
has been seen that the purchasing decision of the customers are highly dependent on the
promotional and advertising activities used by them, as the customers are attracted by the
activities. Moreover, the customers tend to purchase the products and services of the business
enterprises that has been successful in creating and building a positive image of their brand
(Yang 2014). The use of innovative marketing strategies provides an opportunity for the
business organizations to establish a positive reputation, good will and image in the business
market. As a result, the business organizations are able to gain confidence and trust of the
target audience thereby, resulting in sales increment and profit maximization. Thus, it can be
said that the idea of marketing innovation has gained popularity due to the increased
competition in the market.
2.16 Role of management in Marketing Innovation:
Marketing innovation helps in promoting new products and services as well as
enhancing the impact of an older marketing strategy. The market comprises of several
organisations that offer more or less similar products and services and to some extent their

32
marketing strategies also resemble. Therefore, it becomes necessary for the organisations to
ensure innovation in their marketing strategies as it is not always possible to come up with
innovative products and services each time (Strauss 2016). Additionally, innovation makes an
organisation customer- oriented as well as market- oriented. Marketing innovation enables the
organisations to solve the issues faced by the customers in a more efficient manner.
However, initiating and implementing innovative marketing strategies is a complicated
task and requires proper planning and management by the managers of an organisation. It is
the responsibility of the managers of an organisation to identify the need of innovation in the
marketing strategies of an organisation, plan the manner in which the marketing strategies can
be made innovative and finally implement the innovative marketing strategies. The top
management is responsible for setting the strategic goals and determining the factors that
hinder innovation. It is necessary to align the organisational goals and objectives with the
innovation strategies in order to make the marketing innovation successful (Johnson 2016).
The management of an organisation is responsible for ensuring that the organisational
culture promotes innovation and provides opportunities to the organisational members to put
forward their innovative thoughts and ideas. It has been observed that the organisations that
encourage its employees to be creative and innovative are likely to develop a more efficient
marketing innovation strategy than the others.
2.17 Chapter Summary:
In this study, it has attempted to describe all the relevant theories and concepts in
relation with the research topic in order to make it easier for the readers to understand the

33
research topic. It has then provided the in dept view of the theories and principles that are
related with marketing innovation.
Chapter 3: Research Methodology
3.0 Introduction:
Carrying out a research successfully requires a lot of relevant data and information that the
researcher needs to collect by using appropriate methodological tools. The researcher selects
the research methodology based on the research aim and objectives. The successful completion
of a research is highly determined by the selection and implementation of the research
methodologies. In addition to, this chapter also highlights the justification of the choosing the
particular research methodology for gathering relevant information and data. The justification
for choosing a particular research methodology helps in developing a deeper understanding of
the selection of research methodologies for the future researchers. Moreover, the chapter also
sheds light on the different ethics the study needs to follow in order to complete the researcher
successfully as well as discusses the potential limitation that compromised with the quality of
the research to a certain extent.
3.1 Research Outline:
After formulating the research hypothesis and developing the research aim and
objectives, the researcher elected specific research methodological tools that have helped in
the successful completion of the research. While carrying out this research work, the author
has used positivism philosophy, deductive approach and descriptive research design. This is
because positivism philosophy allowed the study to use a scientific approach in order to verify

34
and validate the data, as scientific testing ensures data accuracy. On the other hand, the use of
deductive approach enabled the study to support the observations and arguments made in the
work with previously existing pieces of literature, theories and concepts. Similarly, the use of
descriptive design allowed the paper to describe the occurrence of the particular phenomenon
in the research thereby, rationalizing its relevance to the work. The study has used random
probability sampling technique for selecting 100 customers as the survey participants in order
to determine whether marking innovations help in attracting new customers. As a result,
primary quantitative data collection technique has been used for collecting survey results that
are analysed by using the statistical approach, SPSS. Secondary resources have been used for
conducting the literature review thereby, helping in developing better knowledge and
understanding the concepts and factors of marketing innovations and its impact on attracting
new customers.
3.1 Research Philosophy:
Pragmatism, positivism and interpretivism compose the research philosophy. The
interpretivism and the positivism philosophy together comprise the pragmatism research
philosophy. The use of pragmatism philosophy allows the researcher to validate and verify the
collected data by using a scientific approach as well as consider the opinions and perspectives
of varied individuals (Taylor, Bogdan and DeVault 2015). On the other hand, the positivism
philosophy highlights the use of scientific approach in order to validate and verify the collected
data. Thus, the use of scientific approach ensures data accuracy thereby, determining the
authenticity of the work. The idea of interpretivism philosophy allows the researcher to take
into account the viewpoint and standpoint of different individuals. As a result, the study is able

35
to take into account the beliefs of different individuals and support that with own arguments by
aligning it with the research aim and objectives. However, the use of interpretivism restricts the
data accuracy, as the use of scientific approach is not possible (Neuman 2013).
3.1.1 Rationalizing the Election of Positivism Philosophy:
For this research, the author has used positivism philosophy. This is because the use of
positivism philosophy enabled the researcher to use the scientific approach in order to verify
and validate the data. The study has been able to determine whether market innovations help
in attracting new customers by using scientific approach thereby, ensuring data accuracy. In
addition to, the use of positivism philosophy also allowed the researcher support the accurate
findings with relevant data and information.
3.2 Research Approach
The use of appropriate research approach provides an opportunity for the study to back
up their research work with relevant data and information. Both inductive and deductive
approach comprises to form research approach. As commented by Lewis (2015), the objective
of the inductive approach highlights developing new theories and concepts in accordance with
the made observations. In order to use inductive approach, the researcher has to formulate
new theories and concepts based on the observations. This imposes the threat of developing
incorrect theories and concept if incorrect observations are made. On the other hand, the
objective of deductive approach is to support the observations made by the researcher with the
existing theories, concepts and already existing pieces of pieces of literature. The use of
deductive approach allows the study to align the information and data from the already

36
available pieces of literature with the observations made by the researcher. As a result, the
researcher is able to support won arguments with valid reason thereby, justifying the
observations (Silverman 2016).
3.2.1 Rationalizing the Election of the Deductive Approach:
The study for this specific work has used deductive approach. This is because the
implementation of deductive approach has allowed the researcher to align the general data and
information found from already existing pieces of literature with the observations made and
determine whether market innovations help in attracting new customers. In addition to, the use
of deductive approach also limited the scope of using incorrect pieces of literature, as the
observations made the researcher is correct.
3.3 Research Design:
The appropriate use of research design enables the researcher to describe the individual
phenomenon of the research work and justifying their presence in the research work.
Explanatory, exploratory and descriptive designs comprise to form research designs. According
to Flick (2015), the objective of explanatory research design is to state and mention the
potential reasons for the specific phenomenon in the research work. As a result, this provides
an opportunity for the study to use relevant and appropriate information in the research
thereby, restricting the scope of using irrelevant information. On the other hand, testing of
research hypothesis, research and objectives are the main objectives of exploratory research
design. Hypothesis testing and fulfilling research and objectives are essential for the successful
completion of the research. Both explanatory and exploratory research design combines to

37
form the descriptive research design. The use of descriptive research design allows the study to
test the research hypothesis and achieve research aim and objectives by mentioning the
potential reasons of specified phenomenon in the work (Panneerselvam 2014).
3.3.1 Rationalizing the Election of Descriptive Design:
The study for this specific work has used descriptive research design. This is because the
use of descriptive research design provided an opportunity for the researcher to test the
hypothesis and determine whether marketing innovation help in attracting new customers or
not. Additionally, the use of descriptive research designed also allowed the researcher to
mention the presence of each of the phenomenon thereby, justifying their presence in the
research work. Thus, the use of descriptive design is justified in this research work.
3.4 Research Strategy:
The use of appropriate research strategy is mandatory, as this determines the successful
completion of the research work. Action research, case study research, survey and interview
comprise to form the research strategy. The objective of case study research strategy is to learn
the real life factors by analyzing the behaviour of the individuals in respect of the research
topic. The use of case study research study allows the researcher to refer to different studies
that have been conducted in respect to the research topic and use them by relating to the
present study (Neuman and Robson 2014). The objective of action research strategy is to
identify the potential issues in the research work. Both interview and survey research strategy
provides allows the study to collect raw data from a particular population in respect to the

38
research topic. The collection of raw data in respect to the research topic helps in completion of
the research successfully (Gast and Ledford 2014).
3.4.1 Rationalizing the Election of Survey Research Strategy:
The study for this specific work has used survey research strategy. This is because the
use of survey research strategy enabled the researcher to collect raw data from the customers
in a particular market and determine whether market innovations help in attracting new
customers. In addition to, survey research strategy allowed to consider the viewpoints of
hundred of customers thereby, giving data reliability and validity. Thus, the use of survey
research is justified for this research work.
3.5 Sampling Technique and Sampling Size:
The appropriate use of sampling technique is essential, as the sampling size and
technique influences the success of the research work. Both random probability and non-
probability sampling technique comprises to form the sampling technique. As commented by
Smith (2015), the objective of random probability sampling technique is to provide equal
chances to all the respondents within a particular population to be selected in the data
collection technique. The researcher selects a particular population in respect to the research
topic and allows them to fill responses. On the other hand, the objective of non-probability
sampling technique is to select particular individuals for collecting data. In the case of non-
probability sampling technique, the researcher judges the suitability of the individual
respondents and collects data by personally communicating with them. As a result, the

39
researcher is able to develop deeper understanding about the attitude and belief of the
respondent in terms of the research topic (Bauer 2014).
3.5.1 Rationalizing the Election of Random Probability Sampling Technique:
The study for this specific work has used random probability sampling technique. The
use of random probability sampling technique provided equal opportunities for the customers
of a particular population to be selected in order to participate in the survey. 100 customers
were selected by using random probability-sampling technique in order to determine whether
marketing innovation helps in attracting new customers or not. Thus, the use of random
probability sampling technique is justified for this research work.
3.6 Data Collection Technique:
The appropriate selection of data collection technique is essential for the research, as
this ensures the appropriateness and justification of the data. Both primary and secondary data
collection techniques comprises of the data collection technique. The secondary data collection
technique highlights the collection of data from secondary resources. As commented by Rhodes
et al. (2014), the secondary resources include the relevant books, journals, official websites and
various other internet resources. Thus, secondary data collection technique highlights the
information and data collected from already existing pieces of work. On the other hand, the
primary data collection technique highlights the raw and recent data the researcher collects
from the individuals. Primary data collection technique is recent that the researcher collects
after formulating research hypothesis and developing research aim and objectives. The primary
data collection technique is divided into two parts, namely, qualitative and quantitative. The

40
primary qualitative data collection technique highlights the quality of the collected data, as the
researcher communicates with the respondents personally thereby, gathering data that are
more relevant and enhancing the quality of the collected data (Cleary, Horsfall and Hayter
2014). The primary quantitative data emphasizes on the data collected from the number of
respondents thereby, gathering an overall idea that the respondents have in terms of the
research aim and objectives (Fetters, Curry and Creswell 2013).
3.6.1 Rationalizing the Election of Primary Data Collection Technique:
The researcher for this specific work has used primary quantitative data collection
technique. The use of primary quantitative data collection technique has allowed the
researcher to collect data from a large population and analyse. As a result, the researcher has
been able to collect data from the customers of a particular population in order to determine
whether market innovations help in attracting new customers or not. However, the researcher
was only able to consider the overview of the respondents in terms of marketing innovations
and customer attraction rather than taking into account the in-depth opinions and viewpoints
of the customers. Additionally, the researcher also used secondary data collection technique for
carrying out the literature review.
3.7 Data analysis Technique:
Selecting appropriate data analysis technique is a necessity for the researcher, as this
affects the interpretation of the collected data. The data collected can be analysed by
implementing bars, charts and graphs that highlights the results of the percentages, averages,
modes and median. On the other hand, the collected can also be analysed by using a statistical

41
approach, SPSS. The use of statistical approach for data analysis highlights data validity thereby,
ensuring data accuracy (Palinkas et al. 2015).
3.7.1 Rationalizing the Election of SPSS:
The researcher for this specific work has used the statistical approach, SPSS. The use of
SPSS allowed the researcher to analyse the data collected from 100 customers in order to
determine whether marketing innovations help in attracting new customers or not by using
cross-tabulation and Chi-square test analysis.
3.8 Ethical Considerations:
Being aware of the ethics and implementing them while carrying out research work is
essential for the study. Data privacy and security is one of the most significant ethical
considerations that the researchers need to abide by while carrying out research. The data
collected and the identity of the respondents needs to be kept confidential (Legislation.gov.uk
2018). It is the core responsibility of the researcher to maintain confidentiality of the collected
data as well as the identity of the respondents. Disclosing the identity of the respondents is
against the ethical consideration of carrying out the research. In addition to, the researcher has
to ensure that the respondents participate in the data collection process willingly. Thus, forcing
the individuals to participate in the data collection process is strictly against the ethics (Ritchie
et al. 2013). Another significant ethical consideration while carrying out a research is the gather
relevant data and information from authentic resources. The author has to be able to provide
valid sources of collecting data. The study is also enforced to use the collected data strictly for
academic purpose and not commercial purpose. Lastly, data manipulation is against the ethics

42
of carrying out the research. The researcher has to present the data, both positive and
negative, in the original form and justify it with necessary arguments rather than changing the
data without adequate arguments (Kosinski et al. 2015).
3.9 Research Limitations:
While carrying out the research, the study encountered certain limitations that
compromised with the quality of the work to a certain extent. Time was one of the limitations
that the study encountered while carrying out the research. Due to inadequate time, the
researcher elected only 100 customers in order to determine whether marketing innovations
help in attracting customers. In addition to, the attitude of the respondents has also been a
major limitation that the researcher faced while collecting data for survey. This is because some
of the respondents ignored the questionnaire or filled the survey with incorrect answers. As the
study is prohibited to enforce the respondents, it has to overcome the constraints by the
existing knowledge. In addition to, budget has also been a constraint for the study that the
researcher encountered while carrying out the research.
3.10 Chapter Summary:
In this chapter, it can be concluded that the researcher has elected and used the most
appropriate research methodology for carrying out the research. In accordance with the
research aim and objectives, the use of positivism philosophy, deductive approach and
descriptive design has been justified. This is because the researcher has been able to test the
hypothesis whether marketing innovations helps in attracting new customers by implementing
a scientific approach thereby, validating and verifying the truth. In addition to, the use of SPSS

43
enabled the study to ensure data accuracy thereby, enhancing the quality of the research work.
The primary data collection technique allowed the author to determine whether marketing
innovations help in attracting new customers.
Chapter 4: Analysis and Findings
4.0 Introduction:
In this chapter, the researcher has analysed the data collected from the survey
responses by using quantitative data analysis technique. The use of quantitative data analysis
technique has allowed the study to emphasize on the numbers in terms of the respondents and
the options selected by them. The study has used statistical tool, SPSS for analyzing the
quantitative data.
Which of the following age group do you belong to?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid 15-20 years 24 24.0 24.0 24.0
21-30 years 53 53.0 53.0 77.0
31-40 years 18 18.0 18.0 95.0
41 and
above 5 5.0 5.0 100.0
Total 100 100.0 100.0
For how long you have been using Lycamobile sim cards?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid 0-2 years 35 35.0 35.0 35.0
3-5 years 38 38.0 38.0 73.0

44
6-8 years 21 21.0 21.0 94.0
8 and
above 6 6.0 6.0 100.0
Total 100 100.0 100.0

45

46
The above frequency table shows the relationship between the age groups of the
participants and for how long they have been using the SIM cards that are provided by the
organisation. It can be seen that the participants belonging to the age group of 21-30 years
have been using the SIM cards provided by the company for a period of 3-5 years.

47
Which of the following age group do you belong to? * For how long you have been using Lycamobile sim cards? Cross tabulation
For how long you have been using Lycamobile sim
cards?
Total0-2 years 3-5 years 6-8 years 8 and above
Which of the following
age group do you
belong to?
15-20 years Count 6 9 7 2 24
% within Which of the
following age group do
you belong to?
25.0% 37.5% 29.2% 8.3% 100.0%
% within For how long
you have been using
Lycamobile SIM cards?
17.1% 23.7% 33.3% 33.3% 24.0%
% of Total 6.0% 9.0% 7.0% 2.0% 24.0%
21-30 years Count 23 19 9 2 53
% within Which of the
following age group do
you belong to?
43.4% 35.8% 17.0% 3.8% 100.0%
% within For how long
you have been using
Lycamobile sim cards?
65.7% 50.0% 42.9% 33.3% 53.0%
% of Total 23.0% 19.0% 9.0% 2.0% 53.0%
31-40 years Count 4 9 4 1 18
% within Which of the
following age group do
you belong to?
22.2% 50.0% 22.2% 5.6% 100.0%
% within For how long
you have been using
Lycamobile sim cards?
11.4% 23.7% 19.0% 16.7% 18.0%

48
% of Total 4.0% 9.0% 4.0% 1.0% 18.0%
41 and above Count 2 1 1 1 5
% within Which of the
following age group do
you belong to?
40.0% 20.0% 20.0% 20.0% 100.0%
% within For how long
you have been using
Lycamobile sim cards?
5.7% 2.6% 4.8% 16.7% 5.0%
% of Total 2.0% 1.0% 1.0% 1.0% 5.0%
Total Count 35 38 21 6 100
% within Which of the
following age group do
you belong to?
35.0% 38.0% 21.0% 6.0% 100.0%
% within For how long
you have been using
Lycamobile sim cards?
100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 35.0% 38.0% 21.0% 6.0% 100.0%

49
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 7.283a 9 .608
Likelihood Ratio 6.801 9 .658
Linear-by-Linear
Association .017 1 .896
N of Valid Cases 100
a. 8 cells (50.0%) have expected count less than 5. The
minimum expected count is .30.
The Chi Square test by Pearson helps in establishing the association between the
dependent and the independent variable in a statistical manner. From the test, it can be seen
that the result has come to be .608 where as the minimum value that was expected from the
test was .30. This shows that there is a statistical association between the dependent variable
that is age and the independent variable being the longevity of the users in using the SIM card
provided by the company.
What is your gender specification?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Male 43 43.0 43.0 43.0
Female 57 57.0 57.0 100.0
Total 100 100.0 100.0
Do you have any knowledge about marketing innovation?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Yes 44 44.0 44.0 44.0

50
No 31 31.0 31.0 75.0
Maybe 25 25.0 25.0 100.0
Total 100 100.0 100.0

51
The above frequency table shows the relationship between the gender of the
participants and the knowledge that they possess regarding the marketing innovations that are
undertaken by the company to attract them towards the products. It can be seen that most of
the female participants have agreed to the fact that they have a prior knowledge regarding the
innovation techniques that are practiced by the company for marketing the products.
What is your gender specification? * Do you have any knowledge about marketing
innovation? Cross tabulation
Do you have any knowledge about
marketing innovation?
TotalYes No Maybe
What is your
gender
specification?
Male Count 21 15 7 43
% within What is
your gender
specification?
48.8% 34.9% 16.3% 100.0%

52
% within Do you
have any
knowledge about
marketing
innovation?
47.7% 48.4% 28.0% 43.0%
% of Total 21.0% 15.0% 7.0% 43.0%
Female Count 23 16 18 57
% within What is
your gender
specification?
40.4% 28.1% 31.6% 100.0%
% within Do you
have any
knowledge about
marketing
innovation?
52.3% 51.6% 72.0% 57.0%
% of Total 23.0% 16.0% 18.0% 57.0%
Total Count 44 31 25 100
% within What is
your gender
specification?
44.0% 31.0% 25.0% 100.0%
% within Do you
have any
knowledge about
marketing
innovation?
100.0% 100.0% 100.0% 100.0%
% of Total 44.0% 31.0% 25.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 3.063a 2 .216
Likelihood Ratio 3.166 2 .205
Linear-by-Linear
Association 2.100 1 .147
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The
minimum expected count is 10.75.

53
The Chi Square test has revealed that the value of the test has come to be .216 where as
the minimum value that was expected from the test was 10.75. This shows that there is no
statistical association between the dependent variable that is gender of the participants and
the independent variable that is knowledge regarding the market innovation of the products.
Therefore it can be stated that both the genders possess better knowledge regarding the
innovations that are done by the company for marketing the products.
What is your educational qualification?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Illiterate 12 12.0 12.0 12.0
Bachelors 31 31.0 31.0 43.0
Diploma 19 19.0 19.0 62.0
Masters 31 31.0 31.0 93.0
PhD 7 7.0 7.0 100.0
Total 100 100.0 100.0
Do you think marketing innovation provides competitive edge to
the companies?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Yes 64 64.0 64.0 64.0
No 19 19.0 19.0 83.0
Maybe 17 17.0 17.0 100.0
Total 100 100.0 100.0

54

55
The above frequency table shows the relationship between the educational background
of the participants and their insights regarding the innovative techniques used in marketing for
gaining a competitive advantage over the rival companies that are present in the area. It can be
seen that the participants holding a bachelors or a masters degree feel that the use of
marketing innovations help the company in gaining a competitive advantage over the other
companies that are operating in the same area.

56
What is your educational qualification? * Do you think marketing innovation provides
competitive edge to the companies? Cross tabulation
Do you think marketing
innovation provides competitive
edge to the companies?
TotalYes No Maybe
What is your
educational
qualification?
Illiterate Count 5 7 0 12
% within What is
your educational
qualification?
41.7% 58.3% 0.0% 100.0%
% within Do you
think marketing
innovation
provides
competitive edge
to the companies?
7.8% 36.8% 0.0% 12.0%
% of Total 5.0% 7.0% 0.0% 12.0%
Bachelors Count 22 6 3 31
% within What is
your educational
qualification?
71.0% 19.4% 9.7% 100.0%
% within Do you
think marketing
innovation
provides
competitive edge
to the companies?
34.4% 31.6% 17.6% 31.0%
% of Total 22.0% 6.0% 3.0% 31.0%
Diploma Count 11 3 5 19
% within What is
your educational
qualification?
57.9% 15.8% 26.3% 100.0%
% within Do you
think marketing
innovation
provides
competitive edge
to the companies?
17.2% 15.8% 29.4% 19.0%

57
% of Total 11.0% 3.0% 5.0% 19.0%
Masters Count 22 1 8 31
% within What is
your educational
qualification?
71.0% 3.2% 25.8% 100.0%
% within Do you
think marketing
innovation
provides
competitive edge
to the companies?
34.4% 5.3% 47.1% 31.0%
% of Total 22.0% 1.0% 8.0% 31.0%
PhD Count 4 2 1 7
% within What is
your educational
qualification?
57.1% 28.6% 14.3% 100.0%
% within Do you
think marketing
innovation
provides
competitive edge
to the companies?
6.3% 10.5% 5.9% 7.0%
% of Total 4.0% 2.0% 1.0% 7.0%
Total Count 64 19 17 100
% within What is
your educational
qualification?
64.0% 19.0% 17.0% 100.0%
% within Do you
think marketing
innovation
provides
competitive edge
to the companies?
100.0% 100.0% 100.0% 100.0%
% of Total 64.0% 19.0% 17.0% 100.0%

58
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 21.274a 8 .006
Likelihood Ratio 21.911 8 .005
Linear-by-Linear
Association .227 1 .634
N of Valid Cases 100
a. 7 cells (46.7%) have expected count less than 5. The
minimum expected count is 1.19.
The Chi Square test helps in finding out the statistical association between the variables.
In this test, it can be seen that the result has come to be .006 where as the minimum expected
value from the test had to be 1.19. This shows that there is no statistical association between
the dependent variables that is educational background and the independent variable that is
marketing innovation provides competitive advantage to the company. Therefore it can be
stated that participants of various educational backgrounds are of the view that marketing
innovations will help the firm in gaining a competitive advantage over the other companies.
For how long you have been using Lycamobile sim cards?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid 0-2 years 35 35.0 35.0 35.0
3-5 years 38 38.0 38.0 73.0
6-8 years 21 21.0 21.0 94.0
8 and above 6 6.0 6.0 100.0
Total 100 100.0 100.0

59
Does Lycamobile bring frequent innovations in its marketing
strategies for the customers?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Yes 42 42.0 42.0 42.0
No 28 28.0 28.0 70.0
Maybe 30 30.0 30.0 100.0
Total 100 100.0 100.0

60
The above frequency table shows the relationship between the years of usage of the
SIM cards provided by the company by the participants and the frequent marketing innovations

61
that are done by the company in its marketing strategies for the customers. It can be seen that
the participants who have been using the product of the company for 3-5 years have agreed to
the fact that the company uses the marketing innovations on a constant manner in its
strategies so that the product can be changed according to the needs of the consumers.
For how long you have been using Lycamobile sim cards? * Does Lycamobile bring frequent
innovations in its marketing strategies for the customers? Cross tabulation
Does Lycamobile bring frequent
innovations in its marketing
strategies for the customers?
TotalYes No Maybe
For how long you
have been using
Lycamobile sim
cards?
0-2 years Count 15 8 12 35
% within For how
long you have
been using
Lycamobile sim
cards?
42.9% 22.9% 34.3% 100.0%
% within Does
Lycamobile brings
frequent
innovations in its
marketing
strategies for the
customers?
35.7% 28.6% 40.0% 35.0%
% of Total 15.0% 8.0% 12.0% 35.0%
3-5 years Count 16 10 12 38
% within For how
long you have
been using
Lycamobile sim
cards?
42.1% 26.3% 31.6% 100.0%

62
% within Does
Lycamobile brings
frequent
innovations in its
marketing
strategies for the
customers?
38.1% 35.7% 40.0% 38.0%
% of Total 16.0% 10.0% 12.0% 38.0%
6-8 years Count 9 7 5 21
% within For how
long you have
been using
Lycamobile sim
cards?
42.9% 33.3% 23.8% 100.0%
% within Does
Lycamobile brings
frequent
innovations in its
marketing
strategies for the
customers?
21.4% 25.0% 16.7% 21.0%
% of Total 9.0% 7.0% 5.0% 21.0%
8 and
above
Count 2 3 1 6
% within For how
long you have
been using
Lycamobile sim
cards?
33.3% 50.0% 16.7% 100.0%
% within Does
Lycamobile brings
frequent
innovations in its
marketing
strategies for the
customers?
4.8% 10.7% 3.3% 6.0%
% of Total 2.0% 3.0% 1.0% 6.0%
Total Count 42 28 30 100

63
% within For how
long you have
been using
Lycamobile sim
cards?
42.0% 28.0% 30.0% 100.0%
% within Does
Lycamobile brings
frequent
innovations in its
marketing
strategies for the
customers?
100.0% 100.0% 100.0% 100.0%
% of Total 42.0% 28.0% 30.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 2.606a 6 .856
Likelihood Ratio 2.507 6 .868
Linear-by-Linear
Association .184 1 .668
N of Valid Cases 100
a. 3 cells (25.0%) have expected count less than 5. The
minimum expected count is 1.68.
The result from the test has come to be .856 where as the minimum expected value
from the test had to be 1.68. This shows that are is no statistical association between the
variables where the dependent variable is the participant using the SIM cards provided by the
company and the independent variable being frequent innovation techniques that are used by
the company in their marketing strategies. Therefore it can be stated that the participant who

64
are users of the technology for different number of years are also of the same viewpoint that
innovations are used in the marketing strategies of the company on a frequent manner.
What is your educational qualification?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Illiterate 12 12.0 12.0 12.0
Bachelors 31 31.0 31.0 43.0
Diploma 19 19.0 19.0 62.0
Masters 31 31.0 31.0 93.0
PhD 7 7.0 7.0 100.0
Total 100 100.0 100.0
Do you think marketing innovation is necessary for the success
of an organisation in the long-run?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Yes 62 62.0 62.0 62.0
No 20 20.0 20.0 82.0
Maybe 18 18.0 18.0 100.0
Total 100 100.0 100.0

65

66
The above frequency table shows the relationship between the educational
backgrounds of the participants and the necessity of the marketing innovation that may help in
the success of the organisation in the long run. It can be seen that the participants having a
bachelors or a master’s degree have agreed to the fact that marketing innovation help in the
success of the organisation in the longer run.
What is your educational qualification? * Do you think marketing innovation is necessary for
the success of an organisation in the long-run? Cross tabulation
Do you think marketing
innovation is necessary for the
success of an organisation in the
long-run?
TotalYes No Maybe
What is your Illiterate Count 4 5 3 12

67
educational
qualification?
% within What is
your educational
qualification?
33.3% 41.7% 25.0% 100.0%
% within Do you
think marketing
innovation is
necessary for the
success of an
organisation in the
long-run?
6.5% 25.0% 16.7% 12.0%
% of Total 4.0% 5.0% 3.0% 12.0%
Bachelors Count 21 7 3 31
% within What is
your educational
qualification?
67.7% 22.6% 9.7% 100.0%
% within Do you
think marketing
innovation is
necessary for the
success of an
organisation in the
long-run?
33.9% 35.0% 16.7% 31.0%
% of Total 21.0% 7.0% 3.0% 31.0%
Diploma Count 11 3 5 19
% within What is
your educational
qualification?
57.9% 15.8% 26.3% 100.0%
% within Do you
think marketing
innovation is
necessary for the
success of an
organisation in the
long-run?
17.7% 15.0% 27.8% 19.0%
% of Total 11.0% 3.0% 5.0% 19.0%
Masters Count 22 3 6 31

68
% within What is
your educational
qualification?
71.0% 9.7% 19.4% 100.0%
% within Do you
think marketing
innovation is
necessary for the
success of an
organisation in the
long-run?
35.5% 15.0% 33.3% 31.0%
% of Total 22.0% 3.0% 6.0% 31.0%
PhD Count 4 2 1 7
% within What is
your educational
qualification?
57.1% 28.6% 14.3% 100.0%
% within Do you
think marketing
innovation is
necessary for the
success of an
organisation in the
long-run?
6.5% 10.0% 5.6% 7.0%
% of Total 4.0% 2.0% 1.0% 7.0%
Total Count 62 20 18 100
% within What is
your educational
qualification?
62.0% 20.0% 18.0% 100.0%
% within Do you
think marketing
innovation is
necessary for the
success of an
organisation in the
long-run?
100.0% 100.0% 100.0% 100.0%
% of Total 62.0% 20.0% 18.0% 100.0%

69
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 9.568a 8 .297
Likelihood Ratio 9.685 8 .288
Linear-by-Linear
Association .488 1 .485
N of Valid Cases 100
a. 7 cells (46.7%) have expected count less than 5. The
minimum expected count is 1.26.
The Chi Square test has revealed that the result has come to be .297 where as the
minimum value that was expected from the test is 1.26. Thus it can be stated that there is no
statistical association between the dependent variable that is the educational background of
the participants and the independent variable that is the marketing innovation, which is
necessary for the organisational success. Thus, it can be stated that customers of various
educational backgrounds feel that the marketing innovations are necessary for the success of
the organisation in the longer run.
For how long you have been using Lycamobile sim cards?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid 0-2 years 35 35.0 35.0 35.0
3-5 years 38 38.0 38.0 73.0
6-8 years 21 21.0 21.0 94.0
8 and above 6 6.0 6.0 100.0
Total 100 100.0 100.0

70
Do you think Lycamobile needs further innovation in its
marketing strategies?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Yes 59 59.0 59.0 59.0
No 20 20.0 20.0 79.0
Maybe 21 21.0 21.0 100.0
Total 100 100.0 100.0

71
The above frequency table shows the relationship between the numbers of years the
participant were users of the SIM card of the company and their opinion regarding the need of

72
further innovation in the marketing strategies of the company. It can be seen that the
participants who are using the technology provided by the company for a period of 3-5 years
have agreed to the fact that the company needs to improve its marketing strategies on an
innovative manner so that it can be sustainable in the market.
For how long you have been using Lycamobile sim cards? * Do you think Lycamobile needs
further innovation in its marketing strategies? Cross tabulation
Do you think Lycamobile needs
further innovation in its marketing
strategies?
TotalYes No Maybe
For how long you
have been using
Lycamobile sim
cards?
0-2 years Count 19 6 10 35
% within For how
long you have
been using
Lycamobile sim
cards?
54.3% 17.1% 28.6% 100.0%
% within Do you
think Lycamobile
needs further
innovation in its
marketing
strategies?
32.2% 30.0% 47.6% 35.0%
% of Total 19.0% 6.0% 10.0% 35.0%
3-5 years Count 25 6 7 38
% within For how
long you have
been using
Lycamobile sim
cards?
65.8% 15.8% 18.4% 100.0%

73
% within Do you
think Lycamobile
needs further
innovation in its
marketing
strategies?
42.4% 30.0% 33.3% 38.0%
% of Total 25.0% 6.0% 7.0% 38.0%
6-8 years Count 13 4 4 21
% within For how
long you have
been using
Lycamobile sim
cards?
61.9% 19.0% 19.0% 100.0%
% within Do you
think Lycamobile
needs further
innovation in its
marketing
strategies?
22.0% 20.0% 19.0% 21.0%
% of Total 13.0% 4.0% 4.0% 21.0%
8 and
above
Count 2 4 0 6
% within For how
long you have
been using
Lycamobile sim
cards?
33.3% 66.7% 0.0% 100.0%
% within Do you
think Lycamobile
needs further
innovation in its
marketing
strategies?
3.4% 20.0% 0.0% 6.0%
% of Total 2.0% 4.0% 0.0% 6.0%
Total Count 59 20 21 100

74
% within For how
long you have
been using
Lycamobile sim
cards?
59.0% 20.0% 21.0% 100.0%
% within Do you
think Lycamobile
needs further
innovation in its
marketing
strategies?
100.0% 100.0% 100.0% 100.0%
% of Total 59.0% 20.0% 21.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 10.525a 6 .104
Likelihood Ratio 9.345 6 .155
Linear-by-Linear
Association .428 1 .513
N of Valid Cases 100
a. 5 cells (41.7%) have expected count less than 5. The
minimum expected count is 1.20.
The Chi Square test helps in finding the statistical association between the dependent
and the independent variables. From the test, it can be seen that the result has come to be .104
where as the minimum value that was expected from the test had to be 1.20. This shows that
there is no statistical association between the number of years the participants have been using
the SIM card of the company and the further innovative techniques that needs to be
implemented by the company in its marketing strategies. Therefore it can be stated that the
participants who are using the SIM card for different number of years have also agreed to the

75
fact that the company needs further changes in its marketing innovation so that it can help in
attracting new customers.
What is your gender specification?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Male 43 43.0 43.0 43.0
Female 57 57.0 57.0 100.0
Total 100 100.0 100.0
Do you think Lycamobile needs further innovation in its
marketing strategies?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Yes 59 59.0 59.0 59.0
No 20 20.0 20.0 79.0
Maybe 21 21.0 21.0 100.0
Total 100 100.0 100.0

76

77
The above frequency table shows the relationship between the gender of the customers
and their opinion regarding the further improvements in the marketing strategy of the
company. It can be seen that most of the female customers have agreed to the fact that
Lycamobile needs to improve its marketing strategies so that it can gain a competitive
advantage in the market.
What is your gender specification? * Do you think Lycamobile needs further innovation in its
marketing strategies? Cross tabulation
Do you think Lycamobile needs
further innovation in its marketing
strategies?
TotalYes No Maybe
What is your
gender
specification?
Male Count 28 7 8 43
% within What is
your gender
specification?
65.1% 16.3% 18.6% 100.0%

78
% within Do you
think Lycamobile
needs further
innovation in its
marketing
strategies?
47.5% 35.0% 38.1% 43.0%
% of Total 28.0% 7.0% 8.0% 43.0%
Female Count 31 13 13 57
% within What is
your gender
specification?
54.4% 22.8% 22.8% 100.0%
% within Do you
think Lycamobile
needs further
innovation in its
marketing
strategies?
52.5% 65.0% 61.9% 57.0%
% of Total 31.0% 13.0% 13.0% 57.0%
Total Count 59 20 21 100
% within What is
your gender
specification?
59.0% 20.0% 21.0% 100.0%
% within Do you
think Lycamobile
needs further
innovation in its
marketing
strategies?
100.0% 100.0% 100.0% 100.0%
% of Total 59.0% 20.0% 21.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)

79
Pearson Chi-Square 1.207a 2 .547
Likelihood Ratio 1.216 2 .544
Linear-by-Linear
Association .825 1 .364
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The
minimum expected count is 8.60.
The Chi Square test helps in finding out the association between the dependent and the
independent variable in a statistical manner. The result from the above test has come to
be .547 where as the minimum value that was expected from the analysis had to be 8.60. This
shows that there is no statistical association between the dependent variable that is the gender
of the participants and the independent variable that is the further innovative strategies that
the company needs to use in its marketing techniques so that it can help in retaining and
creating new base of customers. Therefore, it can be stated that the customers of different
background feel that it is necessary for the company in taking up new strategies in marketing
innovation.
4.1 Chapter Summary:
In this section, it can be concluded that marketing innovations helps the business
organisations in attracting new customers. The customers of Lycamobile in the UK has agreed
that innovative products and services offered by the company engages their attention, as new
services keep them excited and are developed to fulfil their aim and objectives.

80
Chapter 5: Conclusion and Recommendations
5.0 Overview:
In this chapter, the researcher deduces the conclusion of the entire research by
identifying the gap and providing suitable recommendations for mitigating the gap. In addition
to, in this chapter, the researcher links the findings of the previous chapter with the research
objectives that has been developed in the first chapters thereby, aligning the entire research
work.
5.1 Conclusion:
In this research, work, it can be concluded that market innovations does help in
attracting new customers. This is because attracting the customers by offering new products
and services are important for the business organisations (Armstrong et al. 2015). From the
literature review, it can be said that the business organisations come up with new products,
services and offers at regular interval for their target market and customers. The business
organisations develop new products or services by considering the present demand and need
of the target customers. As a result, the business organisations are able to create a unique
image in the eye of the customers by developing products or services that attracts them. This
also provides an opportunity for the business organisations to sustain in the competitive market
by distinguishing them from the existing market competitors (Grimpe et al. 2017).
The data analysis highlights the opinions and perspectives of the existing customers of
Lycamobile in terms of the significance of market innovation to attract new customers (Chaffey

81
and Ellis-Chadwick 2016). From the data analysis, it can be said that the age of the target
customers does not differ the span of using SIM card of Lycamobile. This highlights that
customer of different age groups use the SIM card of Lycamobile and is not hampered by their
age. For the literature review, this data can be supported with the information stating that
marketing innovations attract customers from all age groups. Thus, the customers of different
age groups tend to use the products or services of same business organisations, if their needs
and demands are fulfilled. The customers belonging to different age groups prefer to use the
product or service of the same business organisation if the company is able to fulfil their needs
and demands at regular interval. Therefore, it can be said as Lycamobile is able to bring
innovative products and services for the customers belonging to different age groups, the age
does not influence the use of SIM of Lycamobile.
From the literature review, it can be concluded that gender also does not influence the
knowledge about the significance of market innovations and attracting customers. It can be
seen that both male and female customers have relevant and adequate knowledge about
market innovations. This is because innovative products help in attracting both male and female
customers. It is evident that the demands and needs of both male and female customers keep
on changing at regular interval (De Medeiros, Ribeiro and Cortimiglia 2014). Hence, they tend
to look for products and services that fulfil their inner desires in terms of the products or
services. This fact is also supported by the data collected from the survey that states both male
and female customers has adequate knowledge about market innovations and the significance
of it in order to sustain in the competitive market.

82
It can be concluded that customers from different backgrounds possess the same belief
that market innovations are essential for the business organisations to sustain in the
competitive market. Market saturation is noticed with the passing of each year. This is because
the number of business organisations at the same market sector is increasing with each passing
year thereby, making the market saturated. Over-saturated market gives rise to tough
competition making it difficult of the business organisations to conduct business with required
profit and revenue. This fact is also supported by the data collected from the survey that states
educational backgrounds of the customers does not influence the belief of the customers that
market innovation is significant for gaining competitive advantage. Business organisations
develop new products or services in order to distinguish them from the rest of competitors in
the market (Babin and Zikmund 2015). In addition to, market innovations are also developed by
the business organisations in order to fulfil the required demands and needs of the customers.
Moreover, market innovations also facilitate attracting new customers, as they fail to find
uniqueness in the products or services they are currently using. Thus, customers belonging to
different educational background believe that market innovations is essential, as this provides
an opportunity for the business organisations to create a unique image in the eye of the
customers thereby, gaining competitive advantage.
From the gathered data, it can be summed that the frequency of the market innovations
is essential for the business organisations. The data gathered from the literature review
highlights that the rate of market innovation frequency needs to be higher. Higher rate of
market innovations provides an opportunity for the business organisations to keep the

83
customers in the target market interested. The customers continuously expect to have
something new in terms of the product or the services they are currently using. If the rate of
innovativeness is more, the quench of new and innovative product is fulfilled (Sheth and Sisodia
2015). This is because developing and implementing market innovations strategy help in
providing the customers something new that they can look up to. This surprising element of the
business organisations help in retaining the existing customer base, as they feel something
innovative and unique is coming up every few months. As a result, the customers prefer to be
associated with the same business organisations for longer period. In addition, the surprising
element of the market innovations also helps in attracting new customers, as they does not find
that market innovations in other business organisations (McElheran 2015).
The data collected from the survey highlights that Lycamobile needs further
improvements or changes while implementing market innovations thereby, attracting new
customers more effectively. Considering the increased number of similar business organisations
in the same business sector, each business organisation needs to ensure that they stand out
from the rest of the business organisation present in the market. This is because in order to
sustain in the competitive market, each business organisation needs to develop and implement
improved version of market innovations from the rest of the business organisation. Thus, from
the literature review and the data collected from the survey states market innovations is
essential for the business organisations in order to attract new customers. Therefore,
Lycamobile needs to develop and implement market innovations in order to attract new
customers and sustain in the competitive market.

84
5.2 Linking with Objectives:
Objective 1: To understand the concept of marketing innovation
Objective 1 is liked with survey questionnaire 5. The survey question highlights the
knowledge and understanding about the concept of marketing innovations. The concept of
marketing innovation highlights the uniqueness developed and implemented by the business
organisations in order to create a distinguished image in the eye of the target customers
(Grimpe et al. 2017). This is because of the increased number of similar kinds of business
organisations in the same sector. Marketing innovations provides an opportunity for the
business organisations to stand out among the existing competitors thereby, attracting new
customers. Better understanding of marketing innovations allows the customers of Lycamobile
to identify the innovativeness within the product or service and accept it more freely.
Objective 2: To investigate the role of marketing innovation in attracting new customers
Objective 2 is linked with survey question 6 and 7. The objective highlights the
significance of marketing innovations in attracting new customers. According to the literature
review, it can be said that surprises excites individuals. Thus, marketing innovations are
surprising elements that helps in exciting the customers thereby, attracting them. Marketing
innovations also provides an opportunity for the business organisations stand out from the
crowd by making the products or services offered by them completely different from others
(Sheth and Sisodia 2015). In addition to, marketing innovations provide an opportunity for the

85
business organisations gain competitive advantage, as the business organisations are able to
attract customers based on what the competitors does not have or offer to the customers.
Objective 3: To critically evaluate the factors affecting the buying decisions of new customers
Objective 3 is linked with survey question 8 and 9. The objective highlights the factors
that affect the buying decision of the customers. The survey questions highlight the impact of
marketing innovations on the buying decision of the target customers. The customers look for
uniqueness and creativity while purchasing the particular product or service from the business
organisation. While purchasing, the customers tend to look for products or services that would
separate them from the rest of target customers (McDonald and Wilson 2016). This allows the
customers to highlight their uniqueness among the target customers thereby, highlighting their
standard of living and status in the society.
Objective 4: To provide suitable recommendations for improving marketing innovation in
attracting new customers
Objective 4 is linked with survey question 10. The survey question highlights the
importance of improving the marketing innovations techniques in attracting new customers.
This is because it was essential for Lycamobile to improve their marketing innovation
techniques, as this will help in attracting new customers. This is because there are different
companies in the telecommunication industry that offers SIM card to the population. Improving
the marketing innovation techniques will help Lycamobile to stand out in the crowd of the
existing telecommunication company and offer the best in order to attract the new customers.

86
5.3 Recommendations:
Based on the aforementioned issues, the suitable recommendations include:
 Get social: Being social is one of the methods of improving marketing innovations. This
is because being present in the social platform will provide an opportunity for
Lycamobile to follow the marketing innovations of different telecommunication
companies and developing their own by considering the customer needs and already
existing innovations in the market. Automate marketing innovation activities: Lycamobile can also automate marketing
innovation techniques. This will help in reducing both man resources and time resources
thereby, providing an opportunity for Lycamobile to concentrate more on developing
innovations rather than concentrating on use of man power and time resources
effectively. Sponsoring community events: Sponsoring community events will also be beneficial for
Lycamobile in order to promote their marketing innovations. While sponsoring the
events in the community, Lycamobile can promote their marketing innovation strategies
in the community events. This will help Lycamobile to attract more customers and
communicate with them personally thereby, cascading the marketing innovations
effectively. Becoming a resource: Becoming a resource will also help Lycamobile in improving their
marketing innovations. This will help Lycamobile to sell the innovative product or service
to the customer effectively. Because of becoming a resource, Lycamobile will be able to

87
cascade the marketing innovation effectively to the target customers and increase the
sales of their innovative strategies. Advocating marketing innovations: Advocating marketing innovations will help
Lycamobile in using the existing network effectively along with expanding their influence
in order to generate new clients. This method is effective, as this will help Lycamobile to
provide an opportunity for the customers to trust the company they already know. Micro-targeting: Micro-targeting will also help Lycamobile to draw analysis from the
collected data thereby, understanding the target customers more effectively. This
method will help Lycamobile to minimize the possibility of rejection of the marketing
innovation strategies thereby, ensuring attracting new customers effectively.
5.4 Future scope of the Study:
As this study emphasized on the female customers aged 21-30 years who has been using
Lycamobile service for 3-5 years, future study can be conducted by considering on the male
customers of different age group in the UK. Also, the present study is focusing on the telecom
industry of the UK market thereby, narrowing down the broadness of the research. Marketing
innovations is crucial for the entire business organisation, as this is the method by which
business organisations communicate the product to the target customers. Therefore, in future
research study, it can be conducted as to consider an impact of marketing innovations for other
industry sector for attracting customers successfully.

88
5.5 Summary:
Overall, in this chapter, it can be summarized that marketing innovations help in
attracting new customers. Lycamobile in the UK has been unable to incorporate marketing
innovations that is hampering their ability to attract customers. Based on the identified gap for
Lycamobile, the suitable recommendations include micro targeting, being social, advocating
marketing innovations and becoming a resource.

89

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