Influence of Health Drinks Advertisements on Customer Decision-making: A Case Study of OWL Coffee, Singapore

This dissertation proposal explores the impact of advertisements on the decision-making process of customers, using OWL Coffee in Singapore as a case study. It examines the channels and strategies adopted by OWL Coffee, and suggests recommendations for effective promotion.

Running head: DISSERTATION PROPOSAL
Proposal on “Influence of health drinks advertisements on the decision-making process of the
customers: A case study of OWL Coffee, Singapore
Name of the student:
Name of the university:
Author note:

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DISSERTATION PROPOSAL
Table of contents
Introduction................................................................................................................................2
Company profile.........................................................................................................................2
Problem statement......................................................................................................................2
Research aim..............................................................................................................................3
Research objectives....................................................................................................................3
Significance of the research.......................................................................................................3
Literature review........................................................................................................................3
Methodology..............................................................................................................................4

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DISSERTATION PROPOSAL
Introduction
Advertisements are an effective means for promoting the products and services of a
brand, convincing the customers to try the products. The personnel need to be cautious
enough while advertising, as it might affect the decision making process of the customers.
Opportunities need to be provided to the customers, so that they can exert their decision
making power (Solomon et al. 2014). This proposal would attempt to bring out the response
of the customers towards the advertisements carried out by brands like OWL Cofee in
Singapore.
Company profile
OWL Coffee is one of Singapore’s leading coffee brand. Operating under the food
and beverage industry, the brand aims to make the customers familiar with all kinds of
coffee. The brand envisions promotion of unique Asian culture. The brand operates in more
than 20 countries. Craftsmanship in coffee production is the unique selling proposition of the
brand (Owl.com.sg 2018).
Problem statement
Advertisements definitely promotes a brand, however, it attains success only if it
adversely affects the decision making process of the customers. Advertisements consists
attractive messages, however, it is of no value, if it does not convince the customer to
purchase the product or service. Most of the brands adopt various tactics for advertising the
brands, however, strategic planning compels the brand to achieve customer turnover
(Hernández-Méndez, Muñoz-Leiva and Sánchez-Fernández 2015). This research would shed
light on the advertising techniques adopted by OWL coffee brand to influence the decision
making process of the customers.

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DISSERTATION PROPOSAL
Research aim
The aim of the research is to assess the impact of advertisements proposed by OWL
coffee brand on the decision-making process of the customers.
Research objectives
 To examine the channels adopted by OWL coffee to advertise the latest coffee types
 To excavate the strategies adopted by OWL coffee to achieve customer satisfaction
 To assess the impact of OWL coffee advertisements on the decision making process
of the customers
 To suggest recommendations, so that the brand OWL coffee can be promoted in an
effective manner
Significance of the research
This research would bring to the forefront the different reactions exposed by the
customers on receiving the advertisements of various brands. Theoretical considerations and
data collection enhances the behaviours, which influences the decisions regarding purchasing
a particular product or service. The example of OWL coffee brand is an addition to this
enhancement.
Literature review
Advertising is a form of communication for luring the customers towards the brand.
Through advertising, the brands attempt to affect the buying behaviour of the customers. The
marketing tactics adopted by a brand leaves a mark on the mind of the customers. This can be
understood through behavioural theory-theory of planned action and theory of reasoned
behaviour (Solomon et al. 2014). The theoretical consideration would be effective in terms of
enhancing the awareness of the readers towards the keywords- consumer behaviour,

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DISSERTATION PROPOSAL
decision-making; sales and marketing integration and digital business and technology
management.
Methodology
In this research, the researcher would adopt both primary and secondary methods for
completing the data collection and data analysis process. In primary method, survey and
interview questions would be prepared for gaining the responses of the customers about the
advertisements of OWL Coffee brand (Sekaran and Bougie 2016). In secondary method,
government reports and company website would be considered for collecting data on the
influence of advertisements on the decision-making process of OWL Coffee customers.
Timeline
Activity Start Finish
Topic selection 31/10/2016 5/11/2016
Collection information on the
topic through library search
6/11/2016 16/11/2016
Developing aims and
objectives
17/11/2016 22/11/2016
Literature review 24/11/2016 29/11/2016
Data collection 30/11/2016 4/12/2016
Data analysis 6/12/2016 26/12/2016
Conclusion and
recommendations
27/12/2016 6/1/2017
First round evaluation 10/1/2017 15/1/2017
Making the necessary changes 16/1/2017 26/1/2017
Final evaluation 30/1/2017 9/2/2017
Submission and closure 10/2/2017 15/2/2017

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DISSERTATION PROPOSAL
Table: Timeline for the research activities
(Source: created by the researcher)

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DISSERTATION PROPOSAL
References
Hernández-Méndez, J., Muñoz-Leiva, F. and Sánchez-Fernández, J., 2015. The influence of
e-word-of-mouth on travel decision-making: consumer profiles. Current issues in
tourism, 18(11), pp.1001-1021.
Owl.com.sg (2018). Our story. Available at: http://www.owl.com.sg/our_story/ [Accessed on
10th September 2018]
Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer
behavior: Buying, having, and being (Vol. 10). London: Pearson.