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Integrated Marketing Assignment (Doc)

   

Added on  2020-10-05

11 Pages2042 Words310 Views
Readings in Integrated Marketing

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3LITERATURE REVIEW TABLE..................................................................................................3CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10

INTRODUCTIONLiterature review table is the assessment of topic with the help of different relevant articles which helps in developingunderstanding over different articles on chosen topic. The present analysis is based on consumer's motivation to buy counterfeitproducts of luxury brands and also analyse the psychological emotion and factors which influence consumers in illegal consumptionof counterfeit products. LITERATURE REVIEW TABLE

Author/s (Year)Type of study(qualitative,quantitative,conceptual,casestudy)Research DesignResearch Focus and/or keyvariables tested / Key Findings or outcomesMarticotte, &Arcand, (2017)Quantitative researchThe information instudy is collected viaonline questionnairewhich was completedby around 420respondents. The focus of this study is to outlinethat luxury brand counterfeiting isharmful and it largely influences thegenuine brand. Researcher also focuson presenting a scenario on Louis Vuitton brand and itscounterfeit. The major findings of this study isthat consumers are positivelycorrelated to buy the counterfeitproducts and aims at negativelycorrelate with an intention tocounterfeit the original brand. The study is chosen so as to know about the harmful effects that counterfeit products can cause to consumer. Engizek,&ŞEKERKAYA,(2015)Face to face surveyThe information wascollected from 1000female consumers The main focus of this study is tointerpret and analyse the fact that isprice the only motivation for theconsumer to buy counterfeit luxurygoods. It has been analysed thatpersonal characteristics likematerialism, brand sensitivity, valueoriented and fashion-orientedconsumers are affected by the non-The key findings of the study is thatconsumers are mainly influenced bysocial motivations like status, self-monitoring and they are alsoinfluenced by product relatedfeatures like value and quality of theproducts. Hence, it has beenanalysed that luxury goods andproducts available at lower priceCounterfeit products are illegal to consume, still consumer prefers to buy it

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