Brand Awareness & Purchase Intention: Sales Strategy for Event Company

This DBA thesis investigates the relationship between brand awareness and purchasing intention, recommending suitable sales strategies for a mid-sized event-based company. It emphasizes that a firm's ultimate aim is to maximize profit by understanding and meeting customer needs. The research employs both primary and secondary data collection methods, including interviews with managers from 10 UK-based event management firms and questionnaires from 100 customers. The analysis reveals that high brand recognition positively influences customer perception and that focusing on high-quality goods and services is crucial for fostering brand loyalty. The study also delves into key factors affecting purchase decisions, such as brand, social media, and word-of-mouth, highlighting the importance of integrating customer-facing activities and online targeting strategies. Ultimately, the thesis provides valuable insights into how event management companies can enhance brand awareness and drive purchase intention through strategic branding and customer engagement initiatives.