The impacts of exhibitions on customer buying decision-making ------ A Dissertation

The impacts of exhibitions on customer buying decision-making ------ A case study of International Auto-expo - Dissertation Example This gives a broad scope of the actual concept and its related and correlating ideas. The research is then complemented by a field work which interviews consumers who made purchases that can be traced to the Beijing International Automotive Exhibition as well as exhibitors and other experts in the industry. This culminates in a number of findings that are critiqued and analysed. It is identified that consumers who make purchases in the international automotive exhibitions belong to a small group of privileged elites. These are people who take their decisions based on ostentation which focuses on luxury and country of origins. Premises in the automotive expos in China are best presented in a hybrid format and system. Also, the collectivist and socio cultural systems and structures of China still play a major part in consumer buying decisions in these fairs. It is recommended that the information and presentation in Chinese international automotive fair must be watched. Also, the techn ological offerings and the innovation on offer must be showcased in the exhibitions. Finally, there must be a strong and appropriate digital system and structure to gather information for follow up as the market is very small and specialized. TABLE OF CONTENT CHAPTER 1: INTRODUCTION 1.1 Background 1.2 Research Problem 1.3 Research Questions 1.4 Research Aim 1.5 Objectives 1.6 Motivation for Research 1.7 Research Approach 1.8 Project Outline CHAPTER 2: LITERATURE REVIEW 2.1 The Exhibition Industry 2.2 Motives, Targets and Standards in International Auto Exhibitions 2.3 Consumer Decision-making & the Exhibition Industry 2.4 The Automobile Industry: Analysis of Foreign and Local Brands in Automotive Exhibitions 2.5 Consumer Psychology in the Automobile Industry 2.6 Decision Making Triggers in the Automobile Industry 2.7 Event Management in International Auto Shows 2.8 Marketing Techniques in International Automobile Exhibitions 2.9 Impact of International Automotive Fairs on the Social and Economic Activities of Consumers 2.10 Cultural Trends amongst Chinese Consumer Psychology 2.11 Gaps in Research 2.12 Conclusion CHAPTER 3: RESEARCH METHODOLOGY 3.1 Research Approach 3.2 Sampling 3.3 Data Collection 3.4 Data Analysis 3.5 Data Interpretation 3.6 Ethical Matters CHAPTER 4: RESULTS 4.1 Interview with Experts 4.2 Survey Results of Interviews with Industry Players/Exhibitors 4.3 Consumer Impact Analysis 4.4 Conclusion CHAPTER 5: DISCUSSIONS 5.1 Expert View of the BIAE 5.2 Exhibitor Offerings, Motives and Targets 5.3 Impacts of BIAE on Consumers' Buying Habit and Decision Making 5.4 Conclusion CHAPTER 6: CONCLUSIONS & RECOMMENDATIONS 6.1 Patterns in Consumer Decision in the Chinese Automotive Industry 6.2 Core Enhancers of Consumer Purchasing Decisions in the BIAE 6.3 Consumer Buying Habits amongst Chinese Consumers in the BIAE 6.4 Recommendations for Enhancing Optimal Practices in International Automotive Exhibitions REFERENCES APPENDICES Appendix 1: Interview Questi ons with Marketer/Organiser of Expo Appendix 2: Marketer Questionnaire Appendix 3: Survey on Automobile Consumers and Attendants of International Automobile Exhibitions CHAPTER 1: INTRODUCTION This chapter of the dissertation will discuss the basic elements and structure of the project. It will commence by examining the background of the main variables to be discussed in the actual research. This will culminate with the identification of

Global and Corporate Strategies Essay Example | Topics and Well Written Essays - 1500 words

Global and Corporate Strategies - Essay Example These are intended strategies which the management effects though intense, circumspect, deliberate planning, organising and executing, after considering all aspects and after giving these strategies a careful and through study. These strategies are well intentioned and management are well aware, from the initial stages itself, about the objectives these strategies would realise. However, emergent strategies are the realised strategies or the result of completed actions. While deliberate strategies are deliberate and planned, emergent strategies may be accidental and may not be really planned or deliberated. In real terms, deliberateness is the result of planned, well thought out, formulated, deigned, strategised and conceived strategies, while emergence may be in terms of innovative, accidental, spontaneous, instinctive and intuitive planning. In certain cases, management needs to take an immediate and critical decision, regarding clinching a competitive bid, or buying of a new unit. In such cases, strategic planning may not work and it would be necessary to rely on intuition, or instinctive nature of the decision maker. It may be proved correct or wrong at a later stage, or carried out "with practical and ethical difficulties." (Macrae 1998). But the fact remains that it is a spur-of -the movement decision and not one arrived after long, deliberate, and planned sessions. This is because "all corporations experience problems in implementing and using a formal planning system." (Henry 1977, p.40-45). Explanation of both strategies - deliberateness and emergence: Planning is a key aspect in deliberateness. Without planning, the question of strategising does not arise. In order to enforce deliberateness, strategies need to imbue it with time, efforts and mental thoughts. All relevant information are put into the decision theory, the options are weighed and assessed, different alternatives courses are considered, extensive analysis of the situation are considered, and then final deliberativeness are made. Therefore, it could be said that rigidity and lack of flexibility could be a main criteria in deliberateness" that might effectively narrow the gap between what-is and what-ought-to-be." (Eppel). Once strategic plans are drafted and finalised, the options for changes or modifications are minimal. Therefore, it would not be wrong to assume that bureaucratic elements are very much present in deliberateness since the laid out systems are to be maintained and followed. Thus a manager becomes restrained and restricted in his functioning, under the deliberateness strategy, since he has to follow the stipulated guidelines in totality, and flexibility, or innovative thinking may not be possible. However, emergent strategies are highly flexible and accommodating. In the case of any disruption or unthought-of threat, the deliberate strategy may be rendered ineffective, or unusable. Under such circumstances, emergent strategies seek to offer alternative solutions, in terms of unplanned, innovative perceptions that may be able to control the situation effectively and find a viable solution. This is