Improvement in Communication Techniques - Doc

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Dissertation
(Marketing Asian Skincare in UK: Analysing consumer behaviour related to Korean skincare
in UK)
Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
CHAPTER 1 : INTRODUCTION...................................................................................................3
1.1 Overview and background of the Research...........................................................................3
1.2 Research Gap.........................................................................................................................4
1.3 Research Aim.........................................................................................................................5
1.4 Research objectives and questions.........................................................................................5
1.5 Structure of the dissertation...................................................................................................6
1.6 Time Scale.............................................................................................................................7
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
1. Marketing communication techniques used to promote skincare products in UK..................8
2. Research based on communication techniques........................................................................9
3. Promoting skincare products in UK.........................................................................................9
4. Impact of marketing communication on consumer behaviour..............................................10
5. Improvement in communication techniques..........................................................................11
6. Skincare products currently being promoted in UK..............................................................14
7. Availability of promoting Korean or Asian skincare products in UK...................................14
8. Research done in promoting Korean skincare products in UK..............................................15
9. Marketing communications techniques done to promote Korean skincare products in UK.16
10. Difference between communication techniques used in UK and Asia................................17
11. Difference in consumer behaviour.......................................................................................18
12. Reason of lack of knowledge for Korean skincare products in UK....................................19
13. Awareness among UK consumers about Korean skincare products...................................20
14. Missed elements in marketing communication techniques.................................................20
15. Research has not been done yet...........................................................................................21
16. Objective of review/ outcome..............................................................................................22
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................23
3.1 Overview..............................................................................................................................23
3.2 Research design...................................................................................................................23
3.3 Research approach...............................................................................................................24
3.4 Research philosophy............................................................................................................25
3.5 Data collection technique.....................................................................................................25
3.6 Sampling technique..............................................................................................................26
3.7 Data analysis........................................................................................................................27
3.8 Validity and reliability.........................................................................................................27
3.9 Ethical consideration............................................................................................................28
3.10 Limitation of study.............................................................................................................29
3.11 Survey................................................................................................................................29
CHAPTER 4: DATA ANALYSIS................................................................................................33
CHAPTER 5: RECOMMENDATION AND REFLECTION.......................................................51
CONCLUSION..........................................................................................................................51
Recommendations......................................................................................................................52
Contribution to knowledge........................................................................................................53
REFERENCES..............................................................................................................................55
EXECUTIVE SUMMARY
Marketing communication is related to the mean which is adopted by the organisation for
convey message to the target customers about goods and services offering by them. This can be
directly or indirectly both with the intention to persuade people to purchase. In simple words it
can be said that, marketing communication is different medium which is utilised by companies
for exchanging or providing information about their goods and services in market area . It
includes advertising, sales promotion, direct marketing, public relation and publicity, interactive
marketing,personalsellingandsoon.Koreanskincarecompanyisusingmarketing
communication techniques for promoting their products and services in market area of United
Kingdom. Mainly they are using social media, personal selling and advertising for attracting
people as well as for providing information also.
In the first section of this research, investigator conduct Introduction in order to identify
background of the topic as well as organisation. Basic information is provided in this chapter
related to skin care products of Korean and how they are promoting their offerings through
several marketing communication techniques. Apart from this, it also highlight objectives of
overall research which is creation by the researcher as well as attainment by them. Objectives are
related to topic which should be achieve for success of the research. Second chapter include
literature review in which issues related to overall topic is find out. So that they can be answered
as well solved by considering critical reviews of different authors. This is important section
which must be conducted in proper manner through investigators. Thus, their will be no problem
raised in between of the entire work and it should be completed in proper manner.
Research methodology is also a most important part of this research that assist in the
adoption of most appropriate method for data analysis. Collection of the information may
classify in two different parts as qualitative and quantitative. Both approaches helps to analysing
data on the basis of their nature. Qualitative method assist in gathering theoretical information
while as quantitative approach provides numerical as well as statistical data. For this research,
qualitative method can be most appropriate because through this company can identify user's
view for the beauty product. In this, researcher requires to implement primary research method in
order to identify customer's own view and opinion.
Dataanalysisisaanothersectionoftheresearchwhichisbasedonresearch
methodologies. Main objective of this process is the interpretation of above information and
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data. Through this, investigator can provide a detailed information in effective manner. In this
section, it is required that information should have to be clear and authentic in order to providing
clear direction to organisation. The facts and figures are also considered in this section that assist
to manage a clear and proper information. On the basis of this approach, data can be represented
for further identification and ideas.
In the section of Recommendation, researcher requires to provide appropriate advise for
theorganisationthathelpthemtomakefurtherchangesandmodifications.These
recommendations are based on overall research in which investigator identify issues that requires
to be resolve at the time. On the basis of this research, the beauty care organisation of Korea can
identify major areas on which they needs to work properly.
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CHAPTER 1 : INTRODUCTION
1.1 Overview and background of the Research
Marketing can be refereed to the activities that are linked with buying/selling products
and services at marketplace. In modern business world, every single organisation have a
marketing department in order to promote there goods in front of consumers. It has been found
that there are many marketing tools like advertising, personal selling, sales promotions, social
media, public relationsthat are adopted by companies which has helped in promoting there
goods at targeted market. These are some of techniques of marketing that has changed the whole
buying behaviour of the customers(Blakeman, 2018). Because use of social media helped in
interacting directly with the customers without any mediators and it also helped out in promoting
goods and services with less cost. An effective advertisement should include content which
directly become an eye catching thing for an individual and make them to fulfil their need as
soon as possible. The concept of marketing particularly social media have changed whole buying
behaviour of consumer and affected their decisions related to purchasing of goods and services.
Social media is a path to communicate regarding particular goods or services of any brand on its
web page. On the other hand, there is a shift that can be seen in previous years in skin care
industry from old consumers to young ones. Here, younger people (teenagers) started using skin
care products more than the old ones(de Aguilera-Moyano,Baños-González and Ramírez-
Perdiguero, 2015). Korea which is coming under Asian continent is famous for its skincare
products. Nation is having a wide range of companies like COSRX, Skinfood, Missha, Banila
Co. and many more are dealing in skin care sector. As organisations' sales is not increasing while
doing business in the existing targeted market. Many firms have decided to expand there
business in United Kingdom as after Brexit, UK's parliament has given high number of
opportunities for foreign companies to invest in there open market where they can raise profit
and revenues(Choi, 2015). However, people's perception of United Kingdom can be different
from Asian countries' people over skin care products of Korean companies because there is a
high difference in between literacy rate among these nations. Therefore, this can be considered as
the major aim of conducting this investigation.
In previous business world, any company whether it is small or big in nature did not used
to promote there products and services in front of the customers. With the change in course and
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technology which raised the competition and made companies to start promoting there products
so that to sustain at marketplace for a longer period of time(Fill and Turnbull, 2016).
Research Problem
Present investigation based on the issue which was found by the researcher i.e. rise in
communication gap because of differences among culture that has been followed by United
Kingdom and Korea. This may impact over profit margins of the skin care organisations that has
expanded its business in United Kingdom. On the other hand, Korean Cosmetic products have
implemented various innovative ideas in order to raise overall quality of skin care products but
changes which has been brought by the Korean skin care company may not liked by people of
United Kingdom(Finne and Grönroos,2017). This might take place because of the differences
among culture. Thus, in order to look into this aspect and to study further, investigator chose this
topic. On the other hand, another issue which was faced by the investigator i.e. Promotional
activities which wasused by Korean companies were not effective in nature at the time of
promoting there products and services at United Kingdom. On the other hand, communicational
technique which was used by Korean skin care organizations was not effective in nature as well.
These can be considered as some of the reason which Korean companies needed to keep there
focus in order to raise there chances of improving brand image in front of United Kingdom's
customer. Korean business firms believes in working hard which made them keeping the Korean
workers at United Kingdom's stores because of this, consumers faced number of problems like
communication gap, behaviour of Koreans were different from UK's people and many more.
Thus, this are some of the reasons which influenced researcher to select this topic rather than
going for any other(Hänninen and Karjaluoto, 2017). Here, marketing may help Korean skin
care companies to promote their products and services in much effective and efficient manner.
1.2 Research Gap
This section of investigation plays a crucial role in setting up the frame of dissertation. It
is necessary for a researcher to choose an untouched topic and then research on it so that
favourable outcomes can be easily brought up in much effective and efficient manner. This part
is being considered as the knowledge gap which needs to be investigate further(Ibrahim, 2016).
In present research report, main purpose of choosing this topic is that previous investigator left
some of the parts untouched like customer's expectation and perception related to skin care
products of Korean companies. Therefore, investigator selected this topic in order to investigate
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further. In order to remove all the communicational gaps, Korean business firms may use number
of tools of communication in order to remove all the obstacles and many more. Here, proper
monitoring will help investigator in conducting the investigation and reviewing perception of
customers against Korean company's Skin Care products while promoting them in United
Kingdom's marketplace(Järvinen, Töllmen and Karjaluoto, 2015). Apart from this, there are
many marketing communication tactics that can be minimized with the help of using effective
factors. It has been found that, it is needed for skin Care sector to look into all the requirements
of United Kingdom's customers. Providing satisfaction to consumers should be the main aim that
can strengthen sales of Korean company's cosmetics.
1.3 Research Aim
This is being considered as one the main section of the dissertation as without setting an
aim, research cannot get conducted and desired objective may not get attained. In present
research, investigator have formulated an aim i.e.Marketing Asian Skincare in UK: Analysing
Consumer Behaviour with regards to Korean Skincare in UK.
1.4 Research objectives and questions
Marketing communication techniques used to promote skincare products in UK
Research based on communication techniques
Promoting skincare products in UK
Impact of marketing communication on consumer behaviour
Improvement in communication techniques
Skincare products currently being promoted in UK
Availability of promoting Korean or Asian skincare products in U
Research done in promoting Korean skincare products in UK
Marketing communications techniques done to promote Korean skincare products in UK
Difference between communication techniques used in UK and Asia
Difference in consumer behaviour
Reason of lack of knowledge for Korean skincare products in UK
Awareness among UK consumers about Korean skincare products
Missed elements in marketing communication techniques
Research has not been done yet
Objective of review/ outcome
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