MBA404 Research Methods: Niche Furniture Marketing in UAE Review

This document presents a literature review focusing on niche furniture marketing in the UAE, contrasting it with mass marketing strategies. It identifies keywords relevant to the research, including marketing, niche marketing, mass marketing, consumer behavior, and segmentation. The review summarizes five key sources, highlighting their usefulness in understanding consumer behavior, market research techniques, marketing management principles, and the impact of store image and service quality on brand image. These sources provide valuable insights into developing a marketing strategy, understanding the targeted market, and attracting the attention of the niche segment within the UAE furniture industry. Desklib offers a platform for students to access similar solved assignments and past papers.

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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MBA404 Research Methods Literature Review Exercise February 2011
Dörnyei, K., Krystallis, A. &
Chrysochou, P., 2017. The
impact of product assortment
size and attribute quantity on
information searches. Journal
of Consumer Marketing, 34(3),
pp. 191-201.
The article seems to be quite
helpful in in understanding the
requirement of the market as
deemed necessary for the
current market scenario taking
relevance of the contemporary
marketing tactics.
It comes up with the various
growth and development facts
and information necessary to
understand the direction in
which the business has been
heading, say the niche
furniture segment in UAE.
The article comes up with
various marketing keywords
like product quality and service
quality linking the same with the LR
to develop a proper flow of
perspective
Malhotra, N., Hall, J. &
Oppenheim, P., 2013.
Essentials of Marketing
Research: An Applied
Orientation. Sydney: Sage.
The textbook on market
research is extremely useful
for pointing out the market
insights and the different tools
and techniques to understand
the market mechanism along
with its targeted segment.
The textbook helps the LR to
draw a marketing strategy to
understand the targeted
market from its core aspects
and have a suitable market
segmentation for drawing the
attention of the niche
segment.
The resource is very much
meaningful in portraying the
implications of marketing in
the competitive business
scenario and for the emerging
aspect of UAE to support the
biggest market in niche
furniture.
Philip, et al., 2017. Marketing
management. New York:
Pearson.
The book of Philip Kotler and
others form to be the bible of
marketing management and
has been beneficial in giving
due stress in developing the
fundamentals of marketing to
a layman for marketing a
unique product or service as
the situation tends to be.
This textbook has been utterly
useful in providing support
theoretical support to the LR
that would be useful in
developing its foundation and
develop the contemporary
ideas for promoting the niche
marketing segment in the
furniture industry of UAE.
This particular book has been
the ultimate guide on
developing the marketing
aspects of the niche furniture
segment in UAE for the
purpose of running a proper
explanation of the marketing
mechanism to promote the
concept.
Wu, P., Yeh, G. & Hsiao, C.,
2011. The effect of store
image and service quality on
brand image and purchase
intention for private label
brands. Australasian
Marketing Journal (AMJ),
19(1), pp. 30-39.
This particular journal is
centred on the showcasing of
the products in an attractive
manner to get due attention of
the customers.
This particular journal has
helped the LR in providing the
fundamentals to promote the
furniture brands through niche
marketing elements.
The article has provided a
layout plan in attracting the
attention of the targeted
segment in displaying the
furniture in most effective
manner.
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MBA404 Research Methods Literature Review Exercise February 2011
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