SHRO37-6: Marketing Management - Journal Article Evaluation Essay

This essay provides a detailed evaluation of a journal article focusing on customer perception towards the effectiveness of floor advertisements in the organized retail sector in Oman. The evaluation covers various aspects of the article, including the title, abstract, introduction, coverage of theory, methodology, results, contributions, and practical implications. The study identifies the article's strengths, such as its clear objectives and use of primary data collection through customer surveys. It also points out limitations, such as the lack of a well-developed theoretical framework and a generalized coverage without specific product category analysis. The essay concludes with an overall assessment of the article's findings and their relevance to retailers in the Omani market, highlighting the importance of understanding consumer perception for effective advertising strategies. Desklib is a valuable resource for students seeking similar solved assignments and study materials.

Evaluating a Journal Article on Marketing

Table of Contents
Executive summary.........................................................................................................................3
Introduction......................................................................................................................................4
Title of the article.............................................................................................................................4
Abstract............................................................................................................................................4
Introduction of the article................................................................................................................5
Coverage of the Theory...................................................................................................................5
Methodology....................................................................................................................................6
Results of the study..........................................................................................................................6
Contribution and practical implications...........................................................................................7
Overall assessment...........................................................................................................................7
References........................................................................................................................................8
1

Executive summary
The study has identified and evaluated the perception of the consumers related to the
effectiveness of floor advertisements in Oman. It has found out the relevance of the research that
was conducted by interviewing 100 customers in Oman. The results of the same are also
evaluated in the study. The overall essay has evaluated and reflected the detailed nature and
comprehensiveness of the research that was conducted on the retail sector in Oman.
2

Introduction
The point of contribution of the process of evaluation is making a detailed judgement about the
value of something, which in simple terms known as assessment (Brown et al., 2015). The
evaluation process helps in the determination of the quality or effectiveness of the thing (in this
case the article).The following essay and its overall assessment will evaluate a journal article on
“Customer perception towards the effectiveness of floor advertisement in the organised retail”
(in Oman). It will significantly highlight on the title of the article, its importance, and
comprehensiveness of the abstract, the key objective of the research, the theories used, the
methodology of research and the results that are drawn from the research. The study will
evaluate the above mentioned characteristics of the article.
Title of the article
The title of the article is “Customer perception towards effectiveness of floor advertisements in
organized retail”. The title makes it very clear and easy to analyse what the wants to signify or
highlight. The title is very straight forward and after reading the article it seems that the title
given to it entirely suits the body of the article. After reading the title one can understand that it
wants to state the perception of the customers after they come in that with the floor
advertisement in the retail sector. It also mentions that whether it is effective to make floor
advertisements or not. however one thing that the title misses if that the case study is done on
Oman, which one cannot understand after reading title as the title is broad and
generalized(Ijbmi.org, 2018).
Abstract
The Abstract is brief and comprehensive enough to make the reader understand what the results
contains and concludes. It has significant details about the title of the research that includes the
perception of the consumers in Oman regarding the floor advertisement in the retail sector of the
country. The Abstract states that the research uses primary data analysis by interviewing hundred
candidates for gaining information about the effectiveness of floor advertisement and how they
help change the perception of the consumers to buy certain products. It also states the key
3

outcomes which are derived by examining the results collected from data analysis. It states that
the relationship that analyse with the help of structured model that is proposed in the research is
about 95% confident. The abstract also states the limitations of the research. Thus, all the details
provided in the abstract makes it comprehensive enough to makes the gain an outlook of the
research. Therefore the abstract as a whole will be quite essential to clarify to the readers and
help them understand the outcomes of the article that will be evaluated in the following section.
The main contribution of the article lies in determining what the customer thinks and how they
are reacting towards different advertisement measures adopted by different companies.
Introduction of the article
Introduction of the article is very brief and clear. It significantly highlights the importance of
advertisement for selling the goods and services in the retail sector. The introduction also states
why advertisements are so much important in the competitive market. It highlights that in the
present times, one brand can easily replace another, does advertisements are important to change
the perception of the customers regarding the respective brands and increase sales (SastryT and
Rao, 2017). These details makes the introduction of the article quite interesting. The introduction
also provides details about what is going to be done in the study which encourages the readers to
read further.
Coverage of the Theory
The research however does not contain an articulated and a well-developed theoretical
framework. It has a more of a detailed and general approach and does not apply any specific
theory. However, if the research is red in details it can be related to various theories of consumer
behaviour and perception for purchasing goods and services. It significantly inform the reader
that the sales outlets makes use of several promotional tools such as TV Advertisements, posters,
social media, floor advertisement and few others to make promotion of their products and
services and make the customers aware (Moriartyet al., 2014). The research draws information
from several relevant and existing journal articles, which contains details about the consumers
their perception behaviour and need for advertisements (Lee and Hong, 2016). The main
objectives as mentioned in the research article are to find out the importance of floor
4

advertisements in the region factors of Oman and to significantly identify the key factors, which
help in influencing the effectiveness of fluids in the retail sector of Oman. These objects are very
clear and related to the contact of the research article. The objectives and the hypothesis of tea
research are quite distinct and support the logic of the research (Singh, 2016). As there is no
theory clearly mentioned in the research article, so it is difficult to understand whether the
hypothesis logically follows from one single theory? However, existent literature is significantly
reflected in the research articles and large amount of details are provided, which helpsthe reader
to gain a lot of information about the related field.
Methodology
The research makes use of quantitative data to find out and analyse the results of the survey. In
the research a set of relevant questionnaire has been set up and hundred respondents have been
surveyed or chosen to answer the questions. The respondents consists of women, men, students
and housewives as the customers who frequently visit the Hypermarket to buy goods and
services. The Chosen sample of hundred people is a good amount to find out about the
perception of the respondents as customers (Walliman, 2017). This will essentially help the
researcher and the readers to figure out what are the needs of the customers and what effectively
encourages them to buy the goods and services and to analyse whether they notice the floor ads
and get encouraged by it to buy the advertised products. Primary research analysis is a good
method to find out the details from live examples. However, it is very time consuming. If the
researcher used secondary data analysis technique then he or she could easily collect data which
were already stated in some relevant journals all articles and it would have made the process less
time consuming (Silverman, 2016). The study has validity as it helps the retailers to gain
knowledge about the perception of the consumers related to floor ads which will help them to
understand whether their customers are encourage through floor advertisement. The analytical
techniques are quite appropriate for the Research question however no such theory is
applied.Thus, the study has both internal and external validity as it gathers results or information
from live customers, who possibly have the best idea possible about the market as they are the
real customers, which comprise of an essential part of the market. Thus, the results that will be
accumulated will be valid enough.
5

Results of the study
Data is collected by surveying hundred candidates, who are customers in Oman. Results are
formulated by analysing the data that is collected from the candidates. The research makes use of
descriptive statistics and Cronbach Alpha model, which helps to measure the access of internal
consistency of scales that are utilised in the questionnaire (Heoet al., 2015). The results for the
PLS mode are represented in the form of a table, which makes it easy for the reader to gain
knowledge about the perception of the consumers. Thus, the results flow directly from the data
analysis. The tabulated form of Representation of the data make it clear and easy to understand.
The findings of the research are derived from the answers given by the respondents and are not
supported by any other existing studies. The results are obtained from live feedback from the
customers, thus it may not be same if any other form of data analysis method is used. In this
case, however, there is no alternative explanation for the result that are formulated. It helps to
analyse that floor advertisements are effective and encourages the customers to buy products
(Grewal et al., 2017).
Contribution and practical implications
The article significantly helps in the understanding of the concept that floor advertisement draw
the attention of the customers and are effective to attract them for buying the advertised products
and services. it take that there are three main factors that contribute to the effectiveness of the
floor advertisements, which include, persuasiveness of the floor ads, attractiveness of the floor
ads and attitude towards the advertisement (Byun and Jang, 2015). These factors significantly
help in floor at recall. the article is quite similar to the other articles that are consulted, which
state that fluid advertisements significantly contribute to the intention of purchase of the
customers and can be applied in reality in the Omani retail market. The article is clear about the
aspects which it has majorly focused. In this regard, the points such as effectiveness of appealing
the customers can be taken into consideration. This is a well-justified data, which is making the
article more clear towards the contribution of it. The stats given in this part are highly valuable
and can be considered as the best option for practical implication. Thus, the retailers in the
Omani market can make use of floor advertisements (Shrivastavaet al., 2014).
6

Overall assessment
The findings of the research are very detailed and helps in easy understanding about the
consumer perception of effectiveness of floor advertisement. This makes the findings very
convincing to the reader of the article. The data is collected from real life feedback or live
feedback from the customers itself so they are very relevant and useful. The gap in literature is
that it has a generalized coverage. There is no mention of the different types of products and how
they attract the customers in the competitive market. There is various inconsistencies in the
behaviour and perception of the consumers which are not discussed in detail in the research. The
research needs to be more specific by focusing on various categories of products and some more
data needs to be collected from existing works.Suggestions can be taken from the customers
about the formulation of the floor advertisements so that they become more attractive.
7

References
Brown, S., Getz, D., Pettersson, R. and Wallstam, M., 2015. Event evaluation: definitions,
concepts and a state of the art review. International Journal of Event and Festival
Management, 6(2), pp.135-157.
Byun, J. and Jang, S.S., 2015. Effective destination advertising: Matching effect between
advertising language and destination type. Tourism management, 50, pp.31-40.
Grewal, D., Roggeveen, A.L., Sisodia, R. and Nordfält, J., 2017. Enhancing customer
engagement through consciousness. Journal of Retailing, 93(1), pp.55-64.
Heo, M., Kim, N. and Faith, M.S., 2015. Statistical power as a function of Cronbach alpha of
instrument questionnaire items. BMC medical research methodology, 15(1), p.86.
Ijbmi.org (2018). [online] Ijbmi.org. Available at:
https://www.ijbmi.org/papers/Vol(3)1/Version-3/B0313011019.pdf [Accessed 3 Oct. 2018].
Lee, J. and Hong, I.B., 2016. Predicting positive user responses to social media advertising: The
roles of emotional appeal, informativeness, and creativity. International Journal of Information
Management, 36(3), pp.360-373.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R.,
2014. Advertising: Principles and practice. Pearson Australia.
SastryT, D. and Rao, B.M., 2017. Consumer perception about the influence of online retail
service quality on e-satisfaction, moderated by purchase volume and perceived value. Journal of
Business and Retail Management Research, 12(1).
Shrivastava, M., Saini, N. and Pinto, A., 2014. Customer perception towards effectiveness of
floor advertisements in organized retail. International Journal of Business and Management
Invention, 3(1), pp.11-19.
Silverman, D. ed., 2016. Qualitative research. Sage.
8

Singh, S., 2016. Role of social media marketing strategies on customer perception. ANVESHAK,
p.27.
Walliman, N., 2017. Research methods: The basics. Routledge.
9