Customer Response to Discount Offer on Magazine Sales: A Case Study of the Economist Group
Added on 2020-01-28
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DISSERTATION
(To evaluate the customer response to discount offer
on magazine sales: A case study of the economist)
(To evaluate the customer response to discount offer
on magazine sales: A case study of the economist)
ABSTRACT
Assessing response of the customers towards the discount offers on magazines is the major aim
of current investigation. For the current investigation study has been chosen a well-known and
leading magazine of economist group. Economist group is known as leading source analysis of
different international business and latest and current trends and affairs of the markets. It
communicates large amount of information to whole society through newspapers and magazines.
The main aim of the present study is to evaluate the customer response to discount offer on
magazine sales where economist group has been considered. For conducting in-depth
investigation of customers behavior towards the discount offer in economist researcher has used
the positivism research philosophy, inductive approach, primary data collection from customers
through questionnaire, secondary through books, journals and online articles. Data analysis has
been done with the help of qualitative and quantitative methods. Research study has also
disclosed that when economist magazine uses the discount offers on regular basis or for a
specific purpose or occasion. After completing data analysis author has found that economist
magazine provides different discount offers at different time. Thematic analysis has reflected that
economist magazine uses the number of discount offers for attracting customer. Along with this,
research study has also found that there are number of factors which can influence the purchaser
decision and behavior of customers of economist magazine. According to the data analysis these
factors are discount offers, quality of products, marketing and promotion and price of magazine,
etc. Hence from this it can be concluded that economist group is mainly focused with the latest
and current trends and affairs of the markets and publish it in through newspapers and
magazines. It has been identified that this company does not make any discount offer on their
magazine but sometimes it provides different discount offers to its customers. On the basis of
conclusion there are some recommendations to business such as considering free shipping, free
gifts, percentage based discounts on magazines etc.
Assessing response of the customers towards the discount offers on magazines is the major aim
of current investigation. For the current investigation study has been chosen a well-known and
leading magazine of economist group. Economist group is known as leading source analysis of
different international business and latest and current trends and affairs of the markets. It
communicates large amount of information to whole society through newspapers and magazines.
The main aim of the present study is to evaluate the customer response to discount offer on
magazine sales where economist group has been considered. For conducting in-depth
investigation of customers behavior towards the discount offer in economist researcher has used
the positivism research philosophy, inductive approach, primary data collection from customers
through questionnaire, secondary through books, journals and online articles. Data analysis has
been done with the help of qualitative and quantitative methods. Research study has also
disclosed that when economist magazine uses the discount offers on regular basis or for a
specific purpose or occasion. After completing data analysis author has found that economist
magazine provides different discount offers at different time. Thematic analysis has reflected that
economist magazine uses the number of discount offers for attracting customer. Along with this,
research study has also found that there are number of factors which can influence the purchaser
decision and behavior of customers of economist magazine. According to the data analysis these
factors are discount offers, quality of products, marketing and promotion and price of magazine,
etc. Hence from this it can be concluded that economist group is mainly focused with the latest
and current trends and affairs of the markets and publish it in through newspapers and
magazines. It has been identified that this company does not make any discount offer on their
magazine but sometimes it provides different discount offers to its customers. On the basis of
conclusion there are some recommendations to business such as considering free shipping, free
gifts, percentage based discounts on magazines etc.
TABLE OF CONTENTS
Abstract............................................................................................................................................2
Chapter 1: Introduction....................................................................................................................1
1.1 Title...................................................................................................................................1
1.2 Background............................................................................................................................1
1.3 Project rational.......................................................................................................................1
1.4 Aim and objectives................................................................................................................2
1.5 Research questions.................................................................................................................3
1.6 Focus and purpose.................................................................................................................3
1.7 Dissertation structure.............................................................................................................3
1.8 Framework and analysis........................................................................................................4
1.9 Significance of the research...................................................................................................6
Chapter 2: Literature review............................................................................................................7
2.1 Introduction............................................................................................................................7
2.2 Discount offers on economist magazine................................................................................7
2.3 Role of discount offers in influencing customer’s behavior..................................................9
2.4 Impact of discount offers on sales of the organization..........................................................9
2.5 Factor that can influence customer’s behavior....................................................................11
2.6 Research gap........................................................................................................................16
CHAPTER 3: Research Methodology...........................................................................................17
3.1 Introduction..........................................................................................................................17
3.2 Research Aim and Objectives..............................................................................................17
3.3 Research questions...............................................................................................................17
Abstract............................................................................................................................................2
Chapter 1: Introduction....................................................................................................................1
1.1 Title...................................................................................................................................1
1.2 Background............................................................................................................................1
1.3 Project rational.......................................................................................................................1
1.4 Aim and objectives................................................................................................................2
1.5 Research questions.................................................................................................................3
1.6 Focus and purpose.................................................................................................................3
1.7 Dissertation structure.............................................................................................................3
1.8 Framework and analysis........................................................................................................4
1.9 Significance of the research...................................................................................................6
Chapter 2: Literature review............................................................................................................7
2.1 Introduction............................................................................................................................7
2.2 Discount offers on economist magazine................................................................................7
2.3 Role of discount offers in influencing customer’s behavior..................................................9
2.4 Impact of discount offers on sales of the organization..........................................................9
2.5 Factor that can influence customer’s behavior....................................................................11
2.6 Research gap........................................................................................................................16
CHAPTER 3: Research Methodology...........................................................................................17
3.1 Introduction..........................................................................................................................17
3.2 Research Aim and Objectives..............................................................................................17
3.3 Research questions...............................................................................................................17
3.4 Research philosophy............................................................................................................18
3.5 Research approach...............................................................................................................18
3.6 Research design...................................................................................................................19
3.7 Strategy of the research.......................................................................................................19
3.8 Data collection methods......................................................................................................19
3.9 Sampling..............................................................................................................................20
3.10 Data analysis......................................................................................................................21
3.11 Ethical issues.....................................................................................................................22
3.12 Limitations of the study.....................................................................................................22
3.13 Validity and reliability.......................................................................................................23
Chapter 4: data analysis.................................................................................................................24
4.1 Introduction..........................................................................................................................24
4.2 Thematic analysis................................................................................................................24
4.3 Statistical analysis................................................................................................................31
4.4 Interpretation and discussion...............................................................................................34
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................37
5.1 Conclusion...........................................................................................................................37
5.2 Recommendations................................................................................................................41
REFERENCES..............................................................................................................................44
APPENDIX 1.................................................................................................................................47
Questionnaire for management team of Economist magazine..................................................47
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3.5 Research approach...............................................................................................................18
3.6 Research design...................................................................................................................19
3.7 Strategy of the research.......................................................................................................19
3.8 Data collection methods......................................................................................................19
3.9 Sampling..............................................................................................................................20
3.10 Data analysis......................................................................................................................21
3.11 Ethical issues.....................................................................................................................22
3.12 Limitations of the study.....................................................................................................22
3.13 Validity and reliability.......................................................................................................23
Chapter 4: data analysis.................................................................................................................24
4.1 Introduction..........................................................................................................................24
4.2 Thematic analysis................................................................................................................24
4.3 Statistical analysis................................................................................................................31
4.4 Interpretation and discussion...............................................................................................34
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................37
5.1 Conclusion...........................................................................................................................37
5.2 Recommendations................................................................................................................41
REFERENCES..............................................................................................................................44
APPENDIX 1.................................................................................................................................47
Questionnaire for management team of Economist magazine..................................................47
4 | P a g e
CHAPTER 1: INTRODUCTION
1.1 Title
To determine the effectiveness of discount offers in influencing customer purchase
decision: A case study of the economist.
1.2 Background
Assessing response of the customers towards the discount offers on magazines is the
major aim of current investigation. Behaviour of customers is generally affected by number of
discount offers of the organization. Here customer behaviour means purchase decision, attraction
of customers, repeat purchase and buyer’s behaviour at the time of buying goods and services of
an organization. For the current investigation study will be chosen a well-known and leading
magazine of economist group. Generally businesses introduces discount offers with the motive
of raising sales volume and financial performance of the organization. It plays very important
role in attracting customers also. Introducing additional offers is one of the major requirement
for sustaining longer time period (Kriz, Gummesson and Quazi, 2013). These additional offers
help in increasing sales of the organization and influencing customers to purchase products and
services of the company. In contrast, discount offers play important role in increasing sales
volume for the organization which leads increment I overall profitability of the firm.
Economist group is known as leading source analysis of different international business
and latest and current trends and affairs of the markets (Andrews, Luo, Fang and Aspara, 2014).
It communicates large amount of information to whole society through newspapers and
magazines. Data and information of this magazine is reliable and trustful for all readers. Selected
organization is famous at international level and main headquarter of this organization is in the
city of Westminster, London. Major functions of this organization is providing services of
magazine, market intelligence and conferences, etc. Generally economist group does not provide
large number of offers on their magazine but sometimes it provides different discount offers to
its customers (Brown-Johnson and et.al, 2014). Strong competition in the market is one of the
major reason behind these offers.
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1.1 Title
To determine the effectiveness of discount offers in influencing customer purchase
decision: A case study of the economist.
1.2 Background
Assessing response of the customers towards the discount offers on magazines is the
major aim of current investigation. Behaviour of customers is generally affected by number of
discount offers of the organization. Here customer behaviour means purchase decision, attraction
of customers, repeat purchase and buyer’s behaviour at the time of buying goods and services of
an organization. For the current investigation study will be chosen a well-known and leading
magazine of economist group. Generally businesses introduces discount offers with the motive
of raising sales volume and financial performance of the organization. It plays very important
role in attracting customers also. Introducing additional offers is one of the major requirement
for sustaining longer time period (Kriz, Gummesson and Quazi, 2013). These additional offers
help in increasing sales of the organization and influencing customers to purchase products and
services of the company. In contrast, discount offers play important role in increasing sales
volume for the organization which leads increment I overall profitability of the firm.
Economist group is known as leading source analysis of different international business
and latest and current trends and affairs of the markets (Andrews, Luo, Fang and Aspara, 2014).
It communicates large amount of information to whole society through newspapers and
magazines. Data and information of this magazine is reliable and trustful for all readers. Selected
organization is famous at international level and main headquarter of this organization is in the
city of Westminster, London. Major functions of this organization is providing services of
magazine, market intelligence and conferences, etc. Generally economist group does not provide
large number of offers on their magazine but sometimes it provides different discount offers to
its customers (Brown-Johnson and et.al, 2014). Strong competition in the market is one of the
major reason behind these offers.
1 | P a g e
1.3 Project rational
Project rational provides appropriate justification about the current investigation. It will
also communicate major reason because of them researcher has decided to accomplish the whole
investigation.
Strong competition and negative impacts on sales performance of an organization is one
of the major problem for each and every organization (Li, Zhao and Chen, 2012) . Due to this
reason economist is also facing reduction in number of customers and market share which affects
the overall performance of the company in whole industry. So, it is considered as major research
issue. Which will be considered by researcher at the time of conducting investigation.
It is an issue because most of the organizations and competitors of economist group if
magazine are using different discount offers for attracting customers (Discount strategies, 2016).
And switching cost if very low for customers which reduces the total number of customers for
the organization and decline the sale of the company. So, it is one of the major research issue for
whole investigation.
It is an issue now because from last few years economist is also providing various
discount offers to its customers (Yang and et.al, 2013). Along with this, company is investing
huge amount of money on marketing and advertisement. But still organization has not analyzed
the actual impact of these offers on sales of the company. Along with this, as per the background
study these offers are affecting the brand image of the company in negative manner. So, at
present it is one of the contemporary issue for economist. Some, author has decided to conduct
study on this subject and organization (The economist, 2016).
For resolving this research problem research will shed light on effectiveness of different
discount offers in attracting customers. Along with this, it will also focus on impact of these
discount offers on sale of economist magazines. In addition, research will also focus on different
factors which influence purchase decision of customers (Role of Consumer Behaviour in
Marketing, 2016). Overall, these considerations will help in getting appropriate solution to
resolve research issue in effective manner.
1.4 Aim and objectives
Aim:
Major aim of the current research is “To determine the effectiveness of discount offers in
influencing customer purchase decision: A case study of the economist”.
2 | P a g e
Project rational provides appropriate justification about the current investigation. It will
also communicate major reason because of them researcher has decided to accomplish the whole
investigation.
Strong competition and negative impacts on sales performance of an organization is one
of the major problem for each and every organization (Li, Zhao and Chen, 2012) . Due to this
reason economist is also facing reduction in number of customers and market share which affects
the overall performance of the company in whole industry. So, it is considered as major research
issue. Which will be considered by researcher at the time of conducting investigation.
It is an issue because most of the organizations and competitors of economist group if
magazine are using different discount offers for attracting customers (Discount strategies, 2016).
And switching cost if very low for customers which reduces the total number of customers for
the organization and decline the sale of the company. So, it is one of the major research issue for
whole investigation.
It is an issue now because from last few years economist is also providing various
discount offers to its customers (Yang and et.al, 2013). Along with this, company is investing
huge amount of money on marketing and advertisement. But still organization has not analyzed
the actual impact of these offers on sales of the company. Along with this, as per the background
study these offers are affecting the brand image of the company in negative manner. So, at
present it is one of the contemporary issue for economist. Some, author has decided to conduct
study on this subject and organization (The economist, 2016).
For resolving this research problem research will shed light on effectiveness of different
discount offers in attracting customers. Along with this, it will also focus on impact of these
discount offers on sale of economist magazines. In addition, research will also focus on different
factors which influence purchase decision of customers (Role of Consumer Behaviour in
Marketing, 2016). Overall, these considerations will help in getting appropriate solution to
resolve research issue in effective manner.
1.4 Aim and objectives
Aim:
Major aim of the current research is “To determine the effectiveness of discount offers in
influencing customer purchase decision: A case study of the economist”.
2 | P a g e
Objectives:
To identify the effectiveness of discount offers in attracting customers
To understand the impact of discount offers on sales of economist magazines
To assess the factors influencing purchase behaviour of customers
To recommend the effective ways through which economist can better influence its
customer response
1.5 Research questions
1. How effective are the discount offers in attracting customers?
2. What is the impact of discount offers on sales of economist magazines?
3. What are the factors influencing purchase behaviour of customers?
1.6 Focus and purpose
As per the aim and objectives of the current investigation author will focus on economist
which is a leading magazine. Along with this, research will also shed light on different discount
offers which are provided by organization to their customers. Along with this, it will also focus
on purchase decision making process of different customers. In addition, focus will also be given
on research issue. Major purpose of the current investigation is determining impact of discount
offers on purchase decisions and customer’s behaviour (Sarkar, Sana and Chaudhuri, 2013).
Along with this, study also wants to determine that how discount offers can influence the sales of
magazine business. Overall effectiveness of various discount offers on overall performance of
organization is one of the major purpose of the current investigation.
1.7 Dissertation structure
Chapter 1: Introduction: It is one of the important chapter which provides brief
information about the whole investigation It will comprise aim, objectives and rational of
the whole investigation. Along with this, it will also include information about the
structure of the entire dissertation and research methods which will be used by researcher
for completing investigation on discount offers of magazines of economist group
(Mahdiloo, Noorizadeh and Farzipoor Saen, 2012).
Chapter 2: Literature review: This segment of the dissertation will comprise historical
data about the discount offers and its impact on customer’s purchase decisions. Along
with this, it will comprise findings of the different past research studies which can help in
3 | P a g e
To identify the effectiveness of discount offers in attracting customers
To understand the impact of discount offers on sales of economist magazines
To assess the factors influencing purchase behaviour of customers
To recommend the effective ways through which economist can better influence its
customer response
1.5 Research questions
1. How effective are the discount offers in attracting customers?
2. What is the impact of discount offers on sales of economist magazines?
3. What are the factors influencing purchase behaviour of customers?
1.6 Focus and purpose
As per the aim and objectives of the current investigation author will focus on economist
which is a leading magazine. Along with this, research will also shed light on different discount
offers which are provided by organization to their customers. Along with this, it will also focus
on purchase decision making process of different customers. In addition, focus will also be given
on research issue. Major purpose of the current investigation is determining impact of discount
offers on purchase decisions and customer’s behaviour (Sarkar, Sana and Chaudhuri, 2013).
Along with this, study also wants to determine that how discount offers can influence the sales of
magazine business. Overall effectiveness of various discount offers on overall performance of
organization is one of the major purpose of the current investigation.
1.7 Dissertation structure
Chapter 1: Introduction: It is one of the important chapter which provides brief
information about the whole investigation It will comprise aim, objectives and rational of
the whole investigation. Along with this, it will also include information about the
structure of the entire dissertation and research methods which will be used by researcher
for completing investigation on discount offers of magazines of economist group
(Mahdiloo, Noorizadeh and Farzipoor Saen, 2012).
Chapter 2: Literature review: This segment of the dissertation will comprise historical
data about the discount offers and its impact on customer’s purchase decisions. Along
with this, it will comprise findings of the different past research studies which can help in
3 | P a g e
getting insights to understand the research subject (Gay, Mills and Airasian, 2011).
Therefore, whole literature review will help in determining research gap for the current
investigation.
Chapter 3: Research methodology: It is one of the important chapter which will
comprise number of research methods which play important role in conducting
investigation in an appropriate manner. These methods will help in developing research
plan for collecting and analysing facts and figures for resolving research issue (McMillan
and Schumacher, 2014). This chapter will include research philosophy, design,
techniques, data collection and analysis methods.
Chapter 4: Data analysis: There are number of research techniques which play important
role in analysing and examining collected information about the discount offers of
selecting economist magazine (Garner and Scott, 2013). This chapter will include data
analysis process\, interpretation and findings for the current investigation which will help
in making final and meaningful conclusion for the whole study.
Chapter 5: Conclusion and recommendation: This chapter will include conclusion for
the whole investigation which will provide information about the response of customers
to discount offer on magazine sales. It will describe about the effectiveness of the
discount offers in attracting customers and changing their purchase decision (Zeto and
et.al, 2013). This chapter will also recommend appropriate strategies to economist
magazine by which they can influence customers in better way.
1.8 Framework and analysis
It is an important part for the whole study because it helps in completing investigation in
appropriate manner. Following framework and analysis will be used by researcher for the current
investigation:
Research philosophy: For conducting in-depth investigation of customers behaviour
towards the discount offer in economist researcher will use the positivism research
philosophy (Colina-Coca and et.al, 2014). It has been chosen by researcher because it is
based on objectives of the research as well as tries to resolve research problem in
effective manner. Along with this, using this paradigm author will understand the
research phenomenon in effective manner.
4 | P a g e
Therefore, whole literature review will help in determining research gap for the current
investigation.
Chapter 3: Research methodology: It is one of the important chapter which will
comprise number of research methods which play important role in conducting
investigation in an appropriate manner. These methods will help in developing research
plan for collecting and analysing facts and figures for resolving research issue (McMillan
and Schumacher, 2014). This chapter will include research philosophy, design,
techniques, data collection and analysis methods.
Chapter 4: Data analysis: There are number of research techniques which play important
role in analysing and examining collected information about the discount offers of
selecting economist magazine (Garner and Scott, 2013). This chapter will include data
analysis process\, interpretation and findings for the current investigation which will help
in making final and meaningful conclusion for the whole study.
Chapter 5: Conclusion and recommendation: This chapter will include conclusion for
the whole investigation which will provide information about the response of customers
to discount offer on magazine sales. It will describe about the effectiveness of the
discount offers in attracting customers and changing their purchase decision (Zeto and
et.al, 2013). This chapter will also recommend appropriate strategies to economist
magazine by which they can influence customers in better way.
1.8 Framework and analysis
It is an important part for the whole study because it helps in completing investigation in
appropriate manner. Following framework and analysis will be used by researcher for the current
investigation:
Research philosophy: For conducting in-depth investigation of customers behaviour
towards the discount offer in economist researcher will use the positivism research
philosophy (Colina-Coca and et.al, 2014). It has been chosen by researcher because it is
based on objectives of the research as well as tries to resolve research problem in
effective manner. Along with this, using this paradigm author will understand the
research phenomenon in effective manner.
4 | P a g e
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