The Customer Behaviour Towards Hybrid Cars in the UK Dissertation

The Customer Behaviour Towards Hybrid Cars in the UK - Dissertation Example References 82 Appendix A: Questionnaire 88 Acknowledgement Without the continued emotional and financial support provided by my parents, I may have not reached the end of this journey. During my studies there were times when work commitments and intermittent financial stress made me believe that I would not be able to see this journey through. It was during these times, and many others, that my parents' words of encouragement and their confidence in my ability gave me the motivation to persist. No words of thanks can adequately express the depth of my appreciation and love. I would also like to seize this opportunity to personally thank my supervisor -----. I cannot express the extent to which his support and understanding allowed me to reach the end of this journey. His encouragement, support, understanding and, above all, his prompt, constructive and greatly appreciated criticism and feedback, were invaluable to the research, writing and completion of this study. Thank you. Abstract The area of brand equity has received significant research attention in recent years. An emerging debate addressed whether brand equity should be considered from a consumer-oriented perspective or a market performance-oriented perspective. While current literature has focused on building and conceptualizing brand equity, there is no consensus on how it should be measured and what constructs should be included in the measurement process. Therefore, there is an urgent need to identify and operationalize brand equity constructs in a way that allows researchers to empirically measure them, and effectively analyze the key factors associated with brand market performance. This study attempts to bridge this gap in the literature by defining and operationalizing specific brand... The area of brand equity has received significant research attention in recent years. As a result, current marketing research attempts to conceptualize, measure, and manage brand equity in a way that drives brand market performance, and helps firms in strategic decision making. Aaker (1991) proposed nine main issues to consider while analysing brand equity: 1) identifying the basis of brand equity; 2) creating brand equity; 3) managing brand equity; 4) forecasting the erosion of equity; 5) the extension decision; 6) creating new names; 7) complex families of names and sub-names; 8) brand equity measurement; and 9) evaluating brand equity and its component assets. Keller (1993) posited that companies are motivated to study brand equity for two reasons: one is financially-based to estimate the value of a brand more precisely for financial reporting purposes, and the other is strategy-based to improve marketing productivity. He argued that evaluating the brand in the minds of consumers is a prerequisite for brand market performance. Such a link is a core component of this study's proposed models. Also, an emerging debate has started to address whether brand equity should be considered from a consumer-oriented perspective or a market performance-oriented perspective. Motameni and Shahrokhi (1998) recognized the confusion and disagreement in conceptualizing and defining brand equity, and they also identified two perspectives or schools of thought: the marketing perspective and the financial accounting perspective.

Finncil Mrkets nd Monetry Policy Assignment Example | Topics and Well Written Essays - 1500 words

Finncil Mrkets nd Monetry Policy - Assignment Example "In that sense I think the outlook is 'bimodal' - in terms of there being two main stories. The orthodox story, to which I gave most weight in my November vote, required a small tightening," he said. On the significance of the 15 per cent annual rise in broad money supply, Mr Tucker said it was important to look at what was contributing to the growth: "One has to get one's hands dirty in analysing the money numbers." (Daneshkhu, 2006) The rection of the finncil community to the increse of interest rtes by the Bnk of Englnd showed tht they believed tht the consumer price index would remin bove trget if rtes were left unchnged t 4.75 per cent. Growth ws firm nd hd left smll mrgin of spre cpcity, they rgued, while the risks from slowing US economy hd diminished. The still buoynt housing mrket might spur consumer spending, though it ws ccepted tht household indebtedness could ct s restrint. In ddition, the mjority remined concerned tht the upcoming New Yer py round my pose risk s workers noted tht the retil price index ws t n eight yer pek of 3.7 per cent. "There ws risk tht employees would seek to negotite higher wges in order to resist the erosion of their purchsing power ccording to tht index," sid the Bnk. (Daneshkhu, 2006) The mjorityThe mjority gin reiterted their concerns tht the fst pce of brod money growth could further fuel sset price infltion nd tht tht if infltion continued bove trget for much longer, tht might come to be reflected in infltion expecttions. ll these fctors posed upside risks to infltion. In contrst, one member, presumed to be Ms Lomx, "plced more weight on the downside risks to demnd nd infltion." (Fifield, 2006) The member lso rgued tht the ugust rte rise hd not yet fully been fully felt nd tht the Bnk ws underestimting the risks to demnd of slowing US economy. Rising unemployment ws likely to leve wge growth muted. nother member, believed to be Dvid Blnch flower, rgued tht the "current spike in infltion ws minly relted to lrge gs nd electricity price increses, which were still more thn offsetting the recent fllbck in petrol prices." Infltion would fll shrply next yer s their impct dissipted. Richrd McGuire t RBC Cpitl Mrkets sid the split vote might be interpreted by the mrket s reducing the momentum for nother increse in the cost of borrowing. "While it remins close cll, we continue to see the blnce of probbilities slnted towrd the Bnk of Englnd remining t the sidelines in Februry, view which hs received some support from tody's minutes." (Fifield, 2006) b) On wht grounds hs this interest rte increse hs been justifiedRises in interest rtes re justified by the forecsting tht Bnk of Englnd hs mde in reference to the growth during the next yer nd infltion tht will remin t or bove its trget over the next two yers. Addressing the Financial Markets Association in London, Paul Tucker said he had voted for last month's quarter-point increase in the Bank's main rate to 5 per cent. "With headline inflation tangibly above target in the run-up to the main, new year wage bargaining season and with the market clearly expecting that policy would be tightened, a small increase in bank rate was,