Niche Furniture Marketing in UAE: A Literature Review

MBA404 Research Methods Literature Review Exercise February 2011
Name and Student ID: Click here to enter name and ID.
Proposed title for project:
Niche furniture marketing in UAE to penetrate the market segment and its comparison with the mass marketing strategy for
taking on the market
Key words that you found most useful in your early literature searches:
Marketing, niche marketing, mass marketing, consumer behaviour, segmentation, targeting, positioning, marketing mix,
advertising, B2B marketing, B2C marketing, print media advertising, visual media advertising, social media marketing,
branding, content management system, customer relationship management, customer acquisition cost, customer loyalty,
direct marketing, e-commerce, product quality, inbound marketing, sales lead, key performance indicator, market
development, market penetration, market research, product portfolio, responsive design, relationship marketing, digital
marketing, SEO marketing, service quality
After you have compiled your preliminary list of sources, summarise at least five of them in the following table.
Key Sources
(Formatted for Harvard
Referencing)
Why this source would be useful
in the literature review.
What specific facts, opinions or
statistics could be highlighted in
your proposal or literature review.
Your overall impression of this
source, and whether you agree or
disagree with any of the stances
taken.
Decrop, A. & Kozak, M., 2014.
Consumer goals in vacation
decision making. Journal of
Travel & Tourism Marketing,
31(1), pp. 71-81.
The journal article strives to
show the perceptive of the
various kinds of consumers
while making a purchasing
decision.
It would be suitable for the LR
in understanding the niche
aspects for the tourists
regarding the choice of their
furniture in the hotels they
would be staying.
The article gives an insight of
the various expectation and
preference of the different
kinds of tourists as they
decide on a particular holiday
destination.
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