qualitative ethnographic research.docx - Surname Qualitative Ethnographic Research Project on Consumer Behavior by[Name Course Professor\u2019s Name

qualitative ethnographic research.docx - Surname...

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Surname 1 Qualitative Ethnographic Research Project on Consumer Behavior by [Name] Course Professor’s Name Institution Date
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Surname 2 Table of Contents Executive summary ................................................................................................................................. 3 Qualitative ethnographic research project on Consumer behavior ........................................................... 4 1. Introduction ..................................................................................................................................... 4 2. Assessment and key findings ........................................................................................................... 4 3. Method and approach ...................................................................................................................... 5 3.1 Sampling and Data collection ....................................................................................................... 5 4. Analysis ........................................................................................................................................... 6 4.1 Consumer behavior theory- Perception .............................................................................................. 7 4.2 Evidence that Burberry perception is poor ......................................................................................... 7 4.3 Consumer behavior theory- Marshallian Economics ......................................................................... 8 5. Methodological discussion .............................................................................................................. 9 6. Recommendations ......................................................................................................................... 10 6.1 Redesign Burberry to be of top quality ............................................................................................ 10 6.2 Increase Burberry’s price ................................................................................................................. 10 6.3 Need for adequate advertising ......................................................................................................... 10 6.4 A long-term strategic plan to be adopted .......................................................................................... 11 References ............................................................................................................................................. 11
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Surname 3 Executive summary This is an ethnographic research paper to find out the consumer behavior theories Burberry Group Ltd. After the appointment of Gobetti as the new Chief Executive Officer of Burberry, he has come up with aggressive strategies that are made to make Burberry a luxury category brand by repositioning it in the market. Burberry has been in the market since the 18 th century and is one of the oldest brands in the UK. However, having that upper hand in the market, the shareholders are skeptical if giving Gobetti a go ahead with his plan. As a consumer behavior analyst, I intervened and did ethnographic research to find how a consumer will have to respond to the new changes that are proposed. I made my observations in Westfield shop in London and Burberry shop in Manchester since these shops are the most frequented by many customers. I did observations, and one on one interviews to collect data. In my analysis, I found out that Burberry brand was not positively perceived by the customers making it move slowly from the stores. I also noted that many customers viewed the Burberry brand as of poor quality and it was not viewed as a luxury brand in Europe. Observation technique of collecting data was very simple and enabled me to come up hypotheses in a short period of time. This method was complemented with one on one interview questions to the customers. A challenge of this method is that emotions and attitude attached to the product could not be observed. I later made recommendations that Burberry needs to put in place so as to position itself in the market like re-designed Burberry into a superior brand.
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Surname 4 Qualitative ethnographic research project on Consumer behavior 1. Introduction Soon after the departure of the long-serving chief creative officer Christopher Bailey from Burberry, two weeks where not yet over when ambitious CEO Gobbet arrived and outlined his long-term strategy for Burberry brand. This caught attention since Burberry is among my favorite brands. Mr. Gobbet strategy includes redesigns the Burberry into a luxurious brand which will be able to go one on one with Europe's most venerable houses. His plan includes repositioning the brand in the market making Burberry be a classic luxury where the prices will
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