MKTG2010 Research Proposal 3279463.docx - 1 MKTG2010...

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1 MKTG2010 Marketing Research: Research Proposal Alexander Schmaler-Loomes 3279463 Mon 2-4pm. Research Proposal: “CK Sport”.
2 Table of Contents : Brief overview of product/brand p. 3 Background of the problem and purpose of the research p. 4 Problem definition p. 5 Confirm the information value p. 6 Conceptual model p. 7 Identification and justification of research design p. 8 Identification and justification of method of administration p. 9 Data collection Form pp. 10 - 14 Sampling technique p. 15 Ethical considerations p. 16 Reference List p. 17
3 Brief overview of product/brand: Calvin Klein is a contemporary global lifestyle brand that offers men’s and women’s clothes, fragrances, footwear and accessories (“Calvin Klein, Inc”, 2019). In 2018 global retail sales were approximately $9.8 billion dollars and it is believed that Kalvin Klein will continue its commercial success into the future. Their mission statement/brands purpose is “Defying the boundaries of self- expression”, which drives their desire to maintain their innovative position within the market (“Calvin Klein”, 2019). Kalvin Klein are currently offering 19 men’s fragrances and 25 women’s fragrances through their wholesale partners and their own stores (“Men/Women Fragrances”, 2019). The marketing of Kalvin Klein’s products including their fragrances is built upon ‘consumer engagement’. Using enhanced marketing approaches Kalvin Klein can create relatable and appealing situations and experiences that promote the sale of their items over competitors (“Calvin Klein”, 2019). The fragrance industry is highly competitive and making an informed choice as to which celebrity endorser to use, will increase the success and adoption of a new product dramatically.
4 Background of the problem and purpose of the research: Kalvin Klein are uncertain as to who would be more appropriate to include in their new advertisement for CK sport. Michael Jordan or David Beckham? They are concerned with how each celebrity will affect the consumer’s attitude toward the product. As well as how each of them will impact the subsequent purchase intention of consumers. The purpose of this report is to provide evidence to be able to distinguish and evaluate these celebrities on the above factors. - Identify the unit of analysis: Possible consumers of CK Sport. - Relevant variables: Dependent Variables(2): Consumers attitude toward chosen celebrity within advertisement Subsequent purchase intention of consumer due to that celebrity being in advertisement. Independent Variables: Attractiveness Relatability Influence Popularity
5 Problem Definition: - Provide a statement of the decision maker’s purpose: The purpose of the research is to develop and execute research designs so we can measure consumers attitudes towards and subsequent purchase intentions, of either David Beckham or Michael Jordan within a Calvin Klein Sport fragrance advertisement.

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