Research Methods for Strategic Managers

This report investigates the role of mobile marketing in enhancing brand awareness, using Burberry as a case study. It employs a phenomenological philosophy and an inductive approach, utilizing both quantitative and qualitative research methods. Data was collected through a questionnaire survey of 50 Burberry customers in London. Quantitative analysis involved descriptive statistics, graphical representations (bar charts, graphs), and regression analysis to examine relationships between variables. Qualitative analysis used thematic analysis to interpret customer responses. The findings reveal that mobile applications, SMS, and mobile web are influential marketing factors for Burberry, significantly impacting consumer buying behavior. Near Field Communication (NFC) and location-based services also play a role. The report concludes with recommendations for Burberry to further optimize its mobile marketing strategy, including providing online chat support and actively seeking customer feedback.

RESEARCH METHODS FOR
STRATEGIC MANAGERS

TABLE OF CONTENTS
ASSESSMENT 1.......................................................................................................................3
Introduction............................................................................................................................3
1.1 Research Aim and Questions...........................................................................................3
1.2 Factors that Contribute to the Process of Successful Research Question Selection........3
ASSESSMENT 2.......................................................................................................................4
2.1 Literatures Relevant to the Research Question................................................................4
2.2 Critical Reviews...............................................................................................................6
Summary................................................................................................................................9
ASSESMENT 3........................................................................................................................10
3.1 Quantitative Data Techniques........................................................................................10
ANALYSIS THE QUESTIONNAIRE................................................................................11
Survey of Burberry’s Customers..........................................................................................11
3.2 Qualitative Data Techniques..........................................................................................19
ASSESSMENT 4.....................................................................................................................20
4.1 & 4.2 & 4.3 Evaluating Appropriate Research Methodologies as well as its selection
and justification for the selection of choice..........................................................................20
ASSESSMENT 5.....................................................................................................................23
5.1, 5.2, 5.3 and 5.4 Data findings on the basis of research questions.................................23
Validity and reliability & Research limitation.....................................................................24
Explain regression analysis..................................................................................................24
REFERENCES.........................................................................................................................25

ASSESSMENT 1
Introduction
In today’s globalized world, organizations are attaining higher competitive advantage
by utilizing various techniques in their business operations. Fashion industry is one of the
fastest growing industries and majority of them are using mobile marketing to reach at the
target audience. Creating awareness about the particular brand is becoming the most crucial
task to enhance the consumer base. For this, mobile marketing and text advertising is
considered as the best ways to attract and retain more number of customers.
In this present study, particular topic has been selected due to increasing use of
technology. Most of the people nowadays are highly inclined towards the use of mobile
phone and this equipment keeps them busy 24/7. Due to this factor, companies are adopting
appropriate mobile marketing strategies so that they can enhance their brand awareness and
would be able to attract a large base of customers. Further, this study gives brief description
about the effects of mobile as well as text marketing to enhance the brand awareness of firms.
In this context, Burberry has been selected as a chosen company because it is one of the best
and most demanding brands in the area of fashion. Fashion trends and status of people are
changing day by day. They are demanding more features as well as trendy and fashionable
cloths. For the same, Burberry requires going through effective promotion as well as
marketing of their latest stock and featured items. Here, mobile marketing plays the most
crucial role as it helps Burberry in reaching at large number of customers and in enhancing
their market share.
1.1 Research Aim and Questions
Aim: Main aim of research is to identify the role of mobile marketing in increasing
the brand awareness within fashion industry: A case study of Burberry.
Research Questions
 How do new technologies within mobile marketing such as Near Field Communication
(NFC) and Location based service impact consumer buying behavior in Burberry?
 What is the criteria used by Burberry for choosing recipients of their mobile marketing
and text message communication
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1.2 Factors that Contribute to the Process of Successful Research Question Selection
There are various factors which highly contribute in the selection of research question
as well as topic such as:
Researchers past experience and area of interest: Another major factor which
contributes towards the selection of research question is related to researcher’s previous
experience as well as knowledge. In addition to this, the area of expertise of researcher also
influences the total assortment to the question. On the basis of area in which researcher is
having interest, the research topic and question is being framed.
Selection of appropriate research objectives: At the time of addressing different
research questions, it is essential for the researcher to have appropriate knowledge within area
of given subject matter. A research objective highly contributes in the selection of research
question. It should be framed in a way that it represents a complete aim of the project and
also covers its aspects
1.3 Justifying the Choice of Research Question
Research Questions
 How do new technologies within mobile marketing such as Near Field Communication
(NFC) and Location based service impact consumer buying behavior in Burberry?
 What are the criteria used by Burberry for choosing recipients of their mobile marketing
and text message communication?
The above given research questions has been selected just to fill the gaps of past
studies. As per the selected aim of this study, both the above questions have clearly been
argued in finding’s section through which appropriate results can be analyzed. With the help
of first research question, researcher is trying to find a solution regarding the brand
awareness. Further, it shows that Burberry is facing particular problem regarding their
increasing brand awareness and for the same, they can adopt mobile marketing. It is the best
suitable way on the basis of which company can easily change the buyer behaviour of all its
customers.
The present study takes place in order to know the increasing role of mobile marketing
and its impact on buyer behaviour. From the present research question, researcher can select
the best recipients of their mobile marketing and text message communication. With the
same, Burberry needs to use new technologies within mobile marketing such as Near Field
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Communication (NFC) and Location based service impact consumer buying behaviour in
Burberry.
In this regard, the above research question clearly presents that in today’s increasing
globalized world, customers are highly concerned with the usage of mobile phones and
internet. This research supports in satisfying customer needs as through mobile marketing,
they are able to obtain right kind of information which is associated with the fashion industry.
Apart from this, it directly influences the purchase behaviour of target market where right
kind of information is shared with them which supports them to purchase right kind of
product from the market.
ASSESSMENT 2
2.1 Literatures Relevant to the Research Question
Research Questions
 How do new technologies within mobile marketing such as Near Field Communication
(NFC) and Location based service impact consumer buying behavior in Burberry?
 What are the criteria used by Burberry for choosing recipients of their mobile marketing
and text message communications?
According to Okonkwo (2007), mobile marketing is a set of practices that enables the
organizations to engage their audiences within an interactive and relevant manner. One of the
major strengths of mobile marketing is that it continuously adapts the changing conditions.
One of the most effective techniques of mobile technique is NFC. NFC can be defined can be
short-range high frequency wireless communication technology which helps in exchanging
data and information between various devices over about a 10cm distance. It can also be
defined as an upgrade of the existing proximity card standard (RFID) which allows users to
seamlessly share content between digital devices and pay bills wirelessly.
Near Field Communication (NFC) service changes the perception towards purchasing
of Burberry’s products. Burberry is a British luxury fashion house which is highly concerned
with the attraction of huge base of customers by providing the latest and trendy fashion
products. Company is famous for all its ready-to-wear outerwear, fashion accessories,
fragrances, sunglasses and cosmetics. Nowadays, most of the people are highly attracted
towards the online shopping and with the same; Burberry updates their customers by
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providing them quality services and latest trendy product’s information through mobile
marketing. They usually send them various messages as well as use NFC techniques. This has
proven to be the most effective one of changing their perception towards mobile marketing. It
is a most effective technique which makes it easier to shop online and payment via online
mode. However, it provides security also at the time of making online payment. Online stores
and outlets have made it more convenient for customers to get quick services. It is highly
significant for fashion firms these days to use it so that effective services can be provided to
all their customers. As per the recent survey, it has been found that most of the fashion firms
nowadays are having their own mobile applications. Here, they can easily promote any of
their latest and designer products. Various discount offers can be marketed by publishing on
these applications. In this way, it can be assessed that most of the fashion industries are able
to enhance their customer base through mobile marketing.
Moreover, mobile applications are very useful for Burberry as it provides them 24/7
services about any of the product or service (Sultan, Rohm and Gao, 2009). These services
are very convenient as well as effective and quickly delivered to them. Mobile application is
the most influencing factor which attracts them the most towards Burberry brand. It has been
found (Okonkwo, 2007), that through the mobile application consumers can take any type of
effective information about the product as well as its fast delivery. On the other hand, SMS
marketing is the most prominent source which keeps them updated about the latest discount
offers of company as well as new product launch. Mobile web is also the most effective
source through which they can acquire any type of information about Burberry. However,
majority of them found it very time consuming to access it directly through mobile. Shopping
experience is highly influenced by the mobile search. Appropriate content and attractive
images has a potential to change the perception about brand and make their customers loyal
towards it.
According to (Bruner and Kumar (2007) NFC is a latest technology which has been
embedded into latest software’s and mobile phones. By the way of using this application
individuals can easily acquire any type of information and data within the range of 10cm. On
the other hand, Leppäniemi, Sinisalo and Karjaluoto (2006) founded that there are various
latest and emerging technique which becomes a major reason to affect the overall purchasing
decisions of individuals. They found these sources very convenient due to which they usually
go through the use of these tools. Cline (2014) stated that mobile marketing proves to be very
beneficial for companies as it helps them in reaching world-wide consumers (Cline, 2014).
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2.2 Critical Reviews
2.2.1 Branding
According to Rao, Agarwal and Dahlhoff (2004) a brand is a term which can be
relates with the name or the tag line, symbol of any organization as per their identity. By
designing their specific logo and symbol organizations are able to differentiate their products
from their competitors. Jacob (2011) in his article stated that branding is one of the most
important aspects of any business. It can be define as the expression for any of the particular
products as well as its value. With the help of appropriate branding concepts firms can easily
differentiate their presence in the market and retain loyal customers by this. According to
Jacob (2011) brand building is a term that is used to enhance the customer satisfaction.
Burberry can also raise their consumer satisfaction by providing them quality services
through appropriate promotion and branding of their products and services. For this, they
need to adopt appropriate marketing channel such as mobile marketing, NFC, mobile
marketing etc.
2.2.2 Branding through mobile marketing
In today’s highly and increasing competitive environment, role of mobile marketing is
increasing day by day. Running any business successfully is a hard work and it requires
adopting some of the most effective strategies. Behrer (2013) in his article stated that whether
a firm run a large business or a small business, one of the most essential things that they have
to consider is that no successful business can run without a robust mobile website. In this
way, it can be determined that successful mobile marketing campaign is one of the most
effective ways to enhance the sales via increasing consumer base. However, most of the firms
nowadays are developing several strategies to enhance their brand awareness. Here, it can be
assessed that there are various tools of mobile marketing such as e-mail, social media, texts,
mobile advertisements, wallet loyalty programs, etc. With the help of these tools, customers
can easily attain appropriate information about company. Mobile marketing such as Near
Field Communication (NFC) and Location based service are the most effective techniques
which help Burberry in attracting more number of customers. Through these techniques,
Burberry can easily select the recipients of their mobile marketing as well as text message
communications.
However, location based techniques highly affects the mind-set and perception of
customer towards their shopping. According to Turban, King and Lee, 2015, a location based
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service is a software application for IP capable mobile devices. It is the most effective way to
identify that where the mobile devices are located. It uses real time geo data from a mobile
device or smartphone to provide appropriate information (Turban, King and Lee, 2015).
Burberry has found different ways to use a device location. All their consumers can
effectively find out nearest store location of company
Bruner and Kumar, 2007 stated that location based mobile marketing deliver ads to all
the likely customers. It is the most effective technique which keeps their consumer updated
about any latest discount offer provided by Burberry to its consumers. It is the most effective
way to prevent any type of fraud. It is another level of security which matches a consumer’s
location through the smartphone to a credit card transaction (Bruner and Kumar, 2007).
Hao (2010) states that promotion of any brand is becoming one of the most difficult
and crucial tasks through which they are able to attain higher competitive advantage.
Successful advertisers have benefits of mobile marketing in raising brand awareness and in
driving brand awareness as well. Here, it can be evaluated that mobile marketing is a tool for
cultivating brand awareness from digital marketing. Sultan, Rohm and Gao (2009) claims that
this type of marketing campaign are up to five times more effective than online advertising
channels and mechanism in building up consumer recognition of brands as well. Fashion
industry is one of the fastest growing industries. The area of competition within this industry
is very high and firms are making their online applications through which they can market
their products as well as discount offers.
There is different type of mobile marketing strategy that is adopted by companies in
order to fulfil the fashion needs of all their customers. Some of the most common strategies
are short message service marketing (SMS), Mobile web and mobile application. In this
regard, SMS is one of the most prominent sources to reach at the majority of customers. But,
it doesn’t give any type of assurance that whether message is read by its customers or not. On
the other hand, mobile web is another most effective source to enhance the brand awareness
and to reach at large number of customers (Leppäniemi,Sinisalo and Karjaluoto, 2006). It is
the best opportunity to connect through a wireless network by using various smartphones
applications.
Moreover, the last effective way to go through appropriate mobile marketing related
to the brand awareness is mobile applications as well as NFC techniques. With the help of,
Near Field Communication, customers can make online payment and purchase ant product
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from anywhere in the country. It is an essential tool which offers different services on the
same platform.
2.2.3 Effects of mobile marketing on consumer buying behaviours
Cline (2014) says that customers are the key source of increasing sales and revenues
of any firm. In order to maintain consumer loyalty, it is quite essential to enhance the brand
awareness of firms so that majority of customers would be attracted towards it. Within this
concern, it can be determined that there is a huge impact of mobile marketing on the buying
behaviour of customers. Most of the mobile device users spend their time of communicating
with other mobile device users. They also share different things on social media by texting
and other popular sharing methods (Cline, 2014). Due to this, most of the firms are acquiring
appropriate marketing that connects to customers with various mobile marketing tools. Here,
it can be determined that mobile marketing can easily change the perception of customers
with the help of posting attractive image on ads.
They can give them different sizes and colour options with free home delivery
services. These are the major factors by which fashion industries can engage more number of
customers. However, some of them are easily attracting large base of customers by giving
them different vouchers and discount offer. Firms are sending greeting text to all their
customers at different festive seasons and keep them aware about all the latest stock and
products. In this way, it can be stated that mobile marketing is one of the most effective ways
to change the buying behaviour of customers (Close, 2012). Some of the most effective
factors are reliability, convenience, 24/7 services, payment security, fast delivery, etc. These
are some of the most common factors which affect the buying behaviour of customers
towards mobile marketing.
Near Field Communication (NFC) is one of the best and most effective option which
helps in making payment via mobile device. It is the best way through which majority of
customers can be easily attracted towards the online shopping and make payment via several
channels. It is set of short range wireless technologies which enables short range
communication between compatible devices. NFC allows users to share small payloads of
data between an NFC tag and an Android-powered device. Further, mobile marketing is
important concern with respect to providing location based services (LBS). Here, in this
regard, LBS can change the buying behaviour of consumers as per the security concern. It
uses real time geo data just to provide appropriate information and security.
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According to Barrios (2013), people who are highly aware about the latest fashion
brands are regularly in search of attracting brands who can offer them latest products with
effective prices. Here, most of the consumers seek information regarding differentiation in
the product category and is not at all price sensitive. Rao, Agarwal and Dahlhoff (2004)
stated that most of the customers who display habitual buying behaviour always take their
purchase decisions on the basis of promotion done by company. It can be easily done via
television, radio, etc. On the other hand, some customers show their low level of involvement
within market and they believe in product differentiation. It is the major reason due to which
they switch to different brands in order to attain ultimate satisfaction. However, consumers’
needs and demands are changing day by day and due to this, they switch to other brands so
that ultimate satisfaction can be gained. In order to maintain the level of consumer
satisfaction, organizations need to adopt some of the best strategies so that they can enhance
the level of sales. In this way, it can be determined that better customer satisfaction can be
enhanced by the way of maintaining appropriate mobile marketing strategies.
Summary
From the above whole critical review section, it has been summarized that branding is
most crucial aspects of any business. Through this, firms can easily differentiate their
presence in the market and retain loyal customers by this. Moreover, Mobile marketing is the
only way which opens up the new world of advertising. It is used to increase the profits as
well as sales of company. For the same, there are various mobile marketing tools such as e-
mail, social media, texts, mobile advertisements etc. through which appropriate information
can be provided to customers. It has been identified that fashion industry is one of the fastest
growth industries where Burberry comes under the biggest fashion brand. It is one of the
most preferable brands for customers. Fashion industry is one of the fastest growing
industries. The area of competition within this industry is very high and firms are making
their online applications through which they can market their products as well as discount
offers. Some most common strategies of mobile marketing are short message service
marketing (SMS), Mobile web and mobile application.
According to (Turban, King and Lee, 2015) it has been identified that majority of
companies these days go through the use of Near field communication techniques in order to
reach out to more number of customers. For the same, they usually select different criteria to
differentiate their loyal customers and sending them SMS at the time of launching any new
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products. Here, company might set their strategies for better and appropriate selection of their
customers. In this regards, they have selected their customers to send mobile marketing
messages on the basis of their regular purchase as well as effective development of better
strategies. Moreover, Burberry uses different criteria for the selection of their mobile
messages recipient such as loyalty based customers can get various discount vouchers as well
as new customers that are not connected to them can also be a part of it. For this, companies
can get their contacts through other retail outlets as well. Further, it has been summarized that
through mobile phones, people can easily share any type of advertisement instantly on the
internet. It helps in raising brand awareness of particular company.
ASSESMENT 3
3.1 Quantitative Data Techniques
Quantitative data can be referred as a set of data that involves numbers or anything that
can be quantified and hence, that can be measured in numeric form. This set of techniques are
considered as scientific paradigm as these things cannot be manipulated from theoretical
background. With the application of quantitative data techniques, researcher can be able to
identify the trends that exist in the subject matter by applying varied sets of statistical tests
(Axinn and Pearce, 2006). Further, it offers results in terms of number that can be interpreted
effectively and this essentially helps in deriving appropriate conclusion. In this regard,
following are the measures that can be used for analysing data with quantitative approach:
1. Coding/ Values: It is a practice of assigning number to options that are offered to
respondents in questionnaire so that qualitative set of data can be converted into
quantitative form. It is evident that questionnaire are in sentence form but statistical
tool cannot be applied on sentences therefore, coding is done in which numbers are
assigned to each option of question in the questionnaire (Creswell, 2013). This aids in
applying the statistical tools and also helps in identifying the trends from it.
2. Specialist Software: There are different software that have been used for applying
statistical tool and test through which results are obtained. Some of the majorly used
specialist software is SPSS, MS-Excel, STATA and SAS. Here, researcher is able to
insert coded and can apply test as per the requirement so that effectual results can be
obtained. These software’s can only give quantitative results and the final decision
and interpretation remain with researcher.
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3. Graphical Presentation: Quantitative data techniques also include graphical
presentation of data in the form of bar graph, pie chart, histogram, line graph and
other related. With the help of it, data can be presented in a systematic manner which
can be interpreted directly. It is one of the most common forms of using quantitative
techniques (Munkejord 2009). Here, in the present case scenario, this technique is
being taken into consideration. On the basis of these techniques different responses of
various customers can be measure as per the given response. They can effectively
provide their response about the criteria used by Burberry for choosing recipients of
their mobile marketing and text message communications. For the same, graphical
analysis will takes place and it helps in framing various themes on the basis of
responses of customers. It also shows clear visual pictures of respondents’ answers to
the questionnaire.
4. Statistical tables: This set of table contains standard value of test such as cumulative
distribution of function or probability density functions of varied set of distribution.
This acts as a reference table upon which investigator is able to interpret the results
that are attained from applying test.
5. Trends and Forecasting: It is an approach in which researcher can forecast the future
trends by reviewing and analyzing past data with the help of statistical tools. In this,
most common technique is descriptive statistics, correlation and time series. It helps
in taking decisions for the future course of actions (Tracy, 2012).
ANALYSIS THE QUESTIONNAIRE
Primary data has been gathered by the way of questionnaire survey in which data is
collected through questionnaire survey from the customers of Burberry within London. This
information can easily analyzed by using both qualitative as well as quantitative technique. In
order to analyze the questionnaire through quantitative technique, data in Excel sheets is
being presented. On the basis of this, various graphs as well as bar chart and statistical tables
have been presented. It is the most effective way which helps in investigating role mobile
marketing in increasing the brand awareness within fashion
Survey of Burberry’s Customers
1. Name
2. Age
3. Gender
o Male
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