Applied Project 2 School of Marketing

Permanent URI for this collection

https://dspace.independentcolleges.ie//handle/123456789/200
Applied Project 2 School of Marketing

Browse

Browsing Applied Project 2 School of Marketing by Issue Date

Jump to a point in the index:
  • Item
    The changes in Dublin Consumers Behaviour during the COVID-19 outbreak and Fast Fashion Industry responses
    ( 2022) Gisele Aparecida Pereira Dias
    Purpose: This project aims to analyse changes in consumer behaviour in Dublin related to Fast Fashion purchases during and post the COVID-19 pandemic and how retail companies have responded to these changes. Methodology: This report is based on exploratory research with interpretive analysis based on understanding the problem's nature. This project will analyse changes in consumer behaviour during the COVID-19 pandemic related to fast fashion purchases and how retailers have adapted to these changes. It is also based on phenomenological research, which will explore the phenomena that happened during and after the COVID-19 pandemic. The mixed method of qualitative and quantitative research uses surveys and interviews for data collection in the Dublin area. Results: Based on the primary and secondary researches, it is feasible to conclude that changes in Consumer Behaviour during the pandemic are also perceived as a trend that will influence retail strategies beyond the lockdown period. During the pandemic, the majority of retail businesses in Dublin did not have a crisis management strategy in place, which cost them the benefit of a quick and effective response. Companies will need a stronger plan in the future if another crisis occurs. They will also need to adjust their methods to meet the changing customer demand. Contributions of the Study: This paper appears to contribute to an essential and vital discussion regarding the permanent changes in Consumer Behaviour by highlighting prospective trends that retail businesses in Dublin will need to focus on. Keywords: Consumer Behaviour. Purchasing Behaviour. COVID-19 effect on sales. Fast Fashion industry. Dublin market.
  • Item
    The COVID-19 crisis in tourism: A case study on Carrolls Irish Gifts' strategy during the COVID-19 pandemic
    ( 2022) Thiciane Monique Brasil de Amorim
    This project aims to understand the consumption of experience in tourist destinations. Souvenirs are objects in all cities, and they can be considered the 'tangibilization' of the tourist experience. However, Ireland was closed during the pandemic, not allowing tourists to visit. This case study is about Carrolls Irish Gifts, and how the company changed its marketing strategy during the pandemic, focusing on online sales mainly to serve domestic audiences interested in Irish products.
  • Item
    How has social media, given a better voice to customers in recent years and impacted how marketers are facing CRM, lately.
    ( 2022) Thiago Morais de Souza
    CRM (Customer relationship management) is the relationship between the brand and the customers and is an essential business practice. This research aims to define the advantages of incorporating social media into CRM plans for businesses and how the relationship between marketing and its customers can be better after the advent of social media, once marketing is more than just attracting new customers, but also about keeping the existing ones and building loyalty relationships. A survey among the general public was conducted to collect customer perspectives on recent changes in how companies use social media to conduct their CRM and marketing strategy. Interviews were also conducted with customer service managers to address how management sees these changes in the corporate environment. A comparison between generations showed that, surprisingly, some millenniums still use traditional channels, such as phone lines, when needed to contact companies, even with the boom of the internet and social networks. Also, customers are looking for new products and services primarily based on brand reputation. From the customers' perspective, companies that are not engaged or lack presence can leave a bad reputation between them. Social networks can help businesses collect, store, and analyse data easily, giving important information to target marketing or profile customers. There are many ways in which social media strongly influences CRM. Furthermore, companies can observe more powerful social media influences as these platforms continue to develop and more advanced technology merges other aspects of CRM.
  • Item
    Impacts on employee motivation, and how to retain this workforce: a McDonald's case study
    ( 2022) Maria Fernanda Dantas Hoisel
    It may be a difficult task to talk about motivation in a world that is just recovering from a global health crisis. When a majority of corporation employees were laid off for at least two weeks due to Covid-19 - for some these layoffs turned into months or even years - and left them with nothing but uncertainty, many felt like they were not valued by their employers. McDonald's may have been one of the companies mentioned the most in class during this marketing course. Throughout three years of work experience in the company, especially the past 1 year as a Shift Manager, employee dissatisfaction has been a clear difficulty faced by the management team. A reflection of that is the high turnover, and the people who remain on the job are also unmotivated by the way things are. When asked, some might say that the only way to overcome this lack of satisfaction would be to raise the pay, but McDonald’s Ireland currently pays 11 euro an hour, 50 cent more than the minimum pay rate per hour (€10,50), so this should not be pointed as the main factor that keeps employees unmotivated. A sense of belonging, to feel part of something bigger or a simple gesture of appreciation can be rewarding and make even a nearly minimum wage job more meaningful.
  • Item
    THE FOOD SERVICE ATTRIBUTES APPLIED BY THE RESTAURANT INDUSTRY IN DUBLIN TO BUILD CUSTOMER LOYALTY AND SATISFACTION
    ( 2022) Jonata Santos Rosa
    The restaurants in Dublin, which are part of the island of Ireland's food service sector value of € 8.2 billion (Bord Bia, 2022), apply prime food attributes that have significance on customer satisfaction and loyalty. These customer-relationship-focused restaurants always ensure a higher emphasis on the cultivation of trust and commitment than on the mere completion of their targeted orders. However, keeping a long-term customer relationship is highly important for enduring the business in this industry. This necessitates the management teams of these restaurants in Dublin to step up and well apply the food service attributes to build customer satisfaction and loyalty. The results of this study are anticipated to be useful to those in the hospitality sector. As, for example, this study found, with the help and perspective of consumers and managers of restaurant in Dublin, that the physical atmosphere, staff qualifications, and food quality of restaurants all have a big impact on how happy customers can be during their experience with the food service provider. Thus, restaurant operators should prioritize at least five variables that each have a specific role to play in enhancing client satisfaction and not only the food attributes. Also, this research project demonstrated that employees have a key impact in influencing customer satisfaction. Thus, the discussion will revolve around how important food service attributes are in different aspects.
  • Item
    The Freemium Model influence in the Music Streaming Service Context
    ( 2022) Luis Henrique Martins Arana
    The increasing popularity of digital services was followed by the creation of innovative marketing strategies to attract and convert customers in the digital environment, such as the availability of digital products at zero prices. This project will investigate the freemium model phenomenon as a driver of consumer behaviour and intention to subscribe to Music Streaming Services. To accomplish the main objectives of this investigation, secondary research and the compilation of a comprehensive literature review gave information about the current knowledge of the impact of the freemium model in the market. Primary data collection was applied to test the literature and gather qualitative and quantitative information presented in this report. The main findings of the conducted project show that the Freemium model is directly linked with the retention and conversion of users in the streaming platforms. Moreover, the research was able to demonstrate differences in perception from users, which influence their view of the service and intention to buy. Furthermore, the impact of the advertisements on a specific group of users was also tested, confirming that the majority of users sorted their issues by upgrading their accounts and exchanging financial value with music streaming firms. To conclude the study, a convincing answer exemplified the influence of the model on users in Music Streaming Services and the possible advantages of applying freemium in this context. Also, it was discussed the implication of time constraints and a large amount of data as limitations to the study process.
  • Item
    THE INFLUENCES OF TAX EDUCATION ON TAX EVASION
    ( 2022) PATRICIA SILVA DE QUEIROZ
    This study aims to understand the role of tax education in taxpayer behaviour towards tax evasion. Based on mixed methods, this research intends to explore the differences in the perceptions of accountants and tax professionals and the general public of tax systems, tax avoidance knowledge and tax evasion individual assessment. A survey for quantitative data was applied, gathering data from 61 participants, and interviews were conducted with four participants for qualitative data collection. Spearman's Correlations test was employed to measure the influence of tax avoidance knowledge and tax system perception over tax evasion. The Kruskal–Wallis test was used to assess whether the groups had differences in the perception of the taxation topic. The main results show differences in the group responses, but the qualitative data could not corroborate. The same ambiguity was found in the correlations of tax avoidance knowledge and tax evasion assessments, which did allow the observation of the association between tax knowledge and tax evasion
  • Item
    Virtual Reality and Augmented Reality in Marketing and Society's Acceptance
    ( 2022) Isabelle Ferreira Cruz Soares
    Virtual reality and augmented reality have changed from being extremely expensive to becoming accessible in the workplace, in classrooms, in video games, in retail, and in museums. It is feasible to gauge society's perceptions of VR and AR applications and their predictions for future development now that they are more widely used. This paper examines some of the existing uses of augmented reality and virtual reality in marketing and related sectors and presents qualitative and quantitative research with the goal of determining if society is prepared to adopt these technologies into daily life.
  • Item
    How Technology Drives Accounting to the Future
    ( 2022) Camila Alves Costa
    Purpose: Analyse the impact of Covid-19 pandemic on the Dubliners consumer behaviour. Methodology: This report will have its foundation on an exploratory study that incorporates a publico analysis and was carried out in Dublin; the results of which will assist in elucidating the nature of a problem. In this particular instance, it is intended to investigate the influence that the COVID-19 Pandemic will have on the consumption habits of the people living in Dublin. As part of a process that combines qualitative and quantitative approaches, we will collect data using a combination of interviews and surveys. In order to measure Dublin citizens' perspectives on how a pandemic would influence consumer behaviour, these will be given to those over the age of 18 who live in the city. Keywords: Consumer behaviour. Pandemic. Covid-19. Online market.
  • Item
    Inflation, Cost of Living, and Taxation
    ( 2022-11) Wellington Leandro de Souza
    The cost of living, finances, and taxation are the subjects that I specialize in studying for this project. It was my intention to look into the PAYE system that is used in Ireland, how it is administered for employees, and how it can lessen the impact of the currently high cost of living. I plan to do an in-depth study of the PAYE income tax system in Ireland, determine whether or not people understand how it operates, evaluate the risks associated with the system, and explain how PAYE works in Ireland in addition to its fairness and feasibility. This is a topic that has piqued my interest because many employees from other countries who come to Ireland in search of employment report having issues navigating the PAYE system, and occasionally even Irish people themselves are confused by its operation. The system's original design was created in 1960 and was updated in 2019. One of the goals of this modification was to make the risk analysis and reporting system "real-time," as well as to update the system in order to implement COVID assistance programs such as the Temporary Wage Subsidy Scheme (TWSS) and the Employment Wage Subsidy Scheme (EWSS). Given the ongoing epidemic, this research will make use of previously acquired knowledge about the PAYE system and its benefits in terms of those assistance programs as well. In spite of the seeming limitations of the subject matter, having a more comprehensive understanding of the PAYE system can have far-reaching impacts. The strengths, weaknesses, opportunities, and threats analysis will try to determine how significant these effects are and will offer additional recommendations for operational support, understanding and explaining better the characteristics of the system and use the many subheadings to comment on particular aspects of how PAYE works in Ireland. 5 In the most recent few months, the cost of living in Ireland has skyrocketed, which can be attributed to a variety of external factors, one of which is the country's exceptionally high inflation rate. In addition, the cost of living in Ireland can be attributed to a variety of external factors, including a variety of economic factors. I would like to concentrate on explaining how the system works, describing how payroll works and how it applies to PAYE workers, giving the lecturer the impression that I did extensive research on the topic, and giving the audience a brief overview of how to use the Revenue PAYE system. This explanation will be based on the introduction. This study was conducted with the goal of learning about the effects of the PAYE system on revenue, the effects of the PAYE system on the current cost of living in Ireland, and the ways in which the PAYE system can assist individuals in surviving difficult times. Using marketing tools to conduct surveys of people to gain a better understanding of the system's benefits and drawbacks, as well as to determine whether or not Irish and non-Irish people living here are aware of the system's significance and how it works. The survey's goal is to gain a better understanding of the system's benefits and drawbacks, and the results will be explored in this project in order to compare them to the literature about specialist authors on the topic
  • Item
    Inflation, Cost of Living, and Taxation
    ( 2022-11) Wellington Leandro de Souza
    The cost of living, finances, and taxation are the subjects that I specialize in studying for this project. It was my intention to look into the PAYE system that is used in Ireland, how it is administered for employees, and how it can lessen the impact of the currently high cost of living. I plan to do an in-depth study of the PAYE income tax system in Ireland, determine whether or not people understand how it operates, evaluate the risks associated with the system, and explain how PAYE works in Ireland in addition to its fairness and feasibility. This is a topic that has piqued my interest because many employees from other countries who come to Ireland in search of employment report having issues navigating the PAYE system, and occasionally even Irish people themselves are confused by its operation. The system's original design was created in 1960 and was updated in 2019. One of the goals of this modification was to make the risk analysis and reporting system "real-time," as well as to update the system in order to implement COVID assistance programs such as the Temporary Wage Subsidy Scheme (TWSS) and the Employment Wage Subsidy Scheme (EWSS). Given the ongoing epidemic, this research will make use of previously acquired knowledge about the PAYE system and its benefits in terms of those assistance programs as well. In spite of the seeming limitations of the subject matter, having a more comprehensive understanding of the PAYE system can have far-reaching impacts. The strengths, weaknesses, opportunities, and threats analysis will try to determine how significant these effects are and will offer additional recommendations for operational support, understanding and explaining better the characteristics of the system and use the many subheadings to comment on particular aspects of how PAYE works in Ireland. In the most recent few months, the cost of living in Ireland has skyrocketed, which can be attributed to a variety of external factors, one of which is the country's exceptionally high inflation rate. In addition, the cost of living in Ireland can be attributed to a variety of external factors, including a variety of economic factors. I would like to concentrate on explaining how the system works, describing how payroll works and how it applies to PAYE workers, giving the lecturer the impression that I did extensive research on the topic, and giving the audience a brief overview of how to use the Revenue PAYE system. This explanation will be based on the introduction. This study was conducted with the goal of learning about the effects of the PAYE system on revenue, the effects of the PAYE system on the current cost of living in Ireland, and the ways in which the PAYE system can assist individuals in surviving difficult times. Using marketing tools to conduct surveys of people to gain a better understanding of the system's benefits and drawbacks, as well as to determine whether or not Irish and non-Irish people living here are aware of the system's significance and how it works. The survey's goal is to gain a better understanding of the system's benefits and drawbacks, and the results will be explored in this project in order to compare them to the literature about specialist authors on the topic.
  • Item
    Social media and Contemporary learning models: How do workers learn to generate value for the company's strategy
    ( 2022-11) Pablo Santos Rego
    The world has been transformed and continues to change at an increasing rate, requiring society to quickly adapt to all processes, and this is no different when discussing corporate processes or the introduction of social media in various industries. Learning and the way we learn have also changed, and in the quest for increased productivity and efficiency, new ways of providing traditional development content can be an alternative to keeping up with the profile of new generations. This study sought to stimulate debate about how social networks can be used as tools for corporate education and establish themselves as an effective channel. A survey was conducted with a non-probabilistic sample. The findings indicate a proclivity to use networks for learning purposes, and people currently spend about a quarter of their working hours on social media, demonstrating the power of this channel. Instagram has the most users of any social network
  • Item
    The People That Were Affected by Social Media Purchasing Online During the Pandemic
    ( 2022-11) Marcos William da Rocha Silva
    This research study has discussed how people were affected by social media on online purchasing during the pandemic. The study has covered various areas of interest, including the key entities social media has to ensure consumers continue using it. Social media platforms, including Instagram, with the highest number of users in the study, Facebook, eBay, and Amazon, among others, have been categorized to provide all these services. This study has been conducted among some residents in Ireland. It uses a qualitative research approach and incorporated surveys/questionnaires to collect data from a wider population. Also, other secondary sources of information, including articles, journals, Google Scholar, and blogs, have been used. Data collected from participants have been analyzed in the text. The study concluded by addressing the consumers purchasing behaviors during the pandemic period. It has also indicated how social media influences people to make purchasing decisions.
  • Item
    Investigating the challenges in retaining brand loyalty in the fashion sector in today’s digital age
    ( 2022-11) MEGGIE TEIXEIRA CORREA
    This project aims to Investigating the challenges in retaining brand loyalty in the fashion sector in today’s digital age, provide businesses new insights from over 100 consumers in Ireland as well as the perspective of marketing professionals about Brand Loyalty in the digital age. Uncovering several opportunities for businesses to boost relationships, increase customer lifetime value and reduce the chance of leaving
  • Item
    Psychology In Marketing
    ( 2022-11) Camila Formentao
    The area of marketing psychology, which applies psychological concepts to the study of consumer behavior in the context of retail settings to get a larger knowledge of the motives behind consumer purchases, has seen some interesting breakthroughs recently. This field aims to achieve a clearer understanding of the reasons behind customer purchases (Hustic & Gregurec 2015). The ultimate objective of this study is to generate more successful marketing tactics to entice customers and convince them to make purchases as a result of the study's findings. When marketers have a greater grasp of the psychological elements that drive client behavior, they are better equipped to plan efficient marketing campaigns, which will increase product sales. The field of marketing employs a variety of psychological concepts and theories in various situations and applications. Cognitive dissonance is one of them, arguing that individuals strive to ease the tension caused by having ideas and experiences that directly contradict one another (Sutherland, 2020). According to the hedonic adaptation theory, when people get habituated to happy experiences, they become less inclined to value painful ones and more dependent on pleasant ones. These and other guiding principles can help explain why people purchase specific items, how they act when purchasing, and why certain products are successful while others are not.
  • Item
    Video Marketing as a tool to enhance customer engagement, retention and conversion rates.
    ( 2022-11) Leonardo Rodrigues Costa
    Social media video content has become a trend that reaches everyone with a social media profile and a smartphone. Furthermore, social media platforms prioritise video as their primary content format due to its ability to hold users' attention, keep them scrolling the feed for hours, and entertain, inform, and educate themselves on various subjects. This study investigates how well social media video content can improve consumer behaviour, increase brand-consumer conversation, and convert viewers into paying customers. The project aims to demonstrate how video marketing can be a powerful tool for improving consumer engagement and retention in order to maximise competitive advantages. With this goal in mind, it is necessary to understand social media users' video consumption habits, daily time spent on these platforms, the type of video they prefer, and propensity to engage with brands that use video in their marketing strategy
  • Item
    Internal Marketing and Employee Turnover in the Hospitality Industry
    ( 2022-11) Pietro Jose Alvim de Paiva
    This research, entitled what is the impact of internal marketing on the employee turnover in the hospitality industry? Examines low-skilled employee turnover in Ireland and the role internal marketing performs in achieving quality in service delivery. After analysis, we identified strategies that could be used to reduce this turnover that has been frequent in the market. In this circumstance, it is clear that the overall goal of this research is to uncover the variables and factors that influence turnover while also suggesting ways for improvement in human resource management. The method utilised for organising and systematising the work is a component of an exploratory-descriptive study that is based on a theoretical framework and aims to identify the likely factors contributing to turnover in the hospitality sector.
  • Item
    Use of new technologies such as artificial intelligence and benefits in Marketing Strategies
    ( 2022-11) Edwin Andrey Perez Salazar
    Abstract. Creating added value and generating new consumer experiences with the use of artificial intelligence (AI) is currently a factor that can boost company competitive advantage. Consequently, the purpose of this study is to conduct a literature assessment on the use of AI technologies to marketing, which will aid both the scientific community and businesses in making strategic decisions for customer-centric advertising to the customer tastes. In this context, the major theoretical contributions, emergence, evolution, trend, viewpoints, components, and contributions of AI technologies in marketing are outlined. For this purpose, Spanish and English documents were examined in databases such as Google Scholar and Microsoft Academic Search using the EBSCO and Z Library tools. On the other hand, the significance of utilising these new platforms for SMEs can be emphasised, given that a reduction in financial resources is generated, which is reflected in increased expenses and charges. Due to the use of Artificial Intelligence on e-commerce platforms, the aforementioned is reflected in the automated processes, as new systems with the ability to think and reason on their own are created. In contrast, from a marketing perspective, it is certain that the topic of artificial intelligence (AI) is growing in popularity, which has a significant impact on market research firms because the material is already available. It must be simply know how to manage it well (Wirth, 2018). Before discussing the relationship between AI and marketing, it is necessary to define marketing as the capacity to meet the consumer's requirements and desires at some point in time, some place, and in some manner (Godwin, 2019). Lastly, among others, machine learning and natural language processing (NLP) technologies stand out as being able to increase the loyalty of specific target audiences.
  • Item
    Tourism and Instagram. How important is social media for the Tourism industry?
    ( 2022-11) Ulisses Gomes de Andrade e Costa
    Social media have been playing a significant factor in our daily life and have changed many industries and innovated them. However, industries like tourism agencies have been struggling to stay in the market, people are now their agents, and they can book flights, hotels, and restaurants by themselves. With quantitative research, this paper aims to understand and show how tourism agencies can use digital tools to stay in the market and how people rely on them. This work aims to understand how tourism agencies have been using their Instagram page as a marketplace and the perceptions of younger travellers on how to use tourism agents.
  • Item
    Crisis in Hospitality Sector Post Covid-19
    ( 2022-11) Carlos Henrique Cosmo Silva
    The COVID-19 pandemic has abruptly and unexpectedly changed the hospitality sector, exposing certain labour weaknesses. The COVID-19 situation is probably going to have an acceleration effect on the effects of technology adoption, reduced labour pools, and workplace dangers. According to current forecasts, 24% of the job losses brought on by COVID may be permanent (Borrero et al., 2020)