Impact of Product Line Mix Strategy to Improve Sales: A Case Study of Jaygee Levis Store in Singapore

By

DECLARATION

I, [type your full first names and surname here], declare that the work by no means render any sort of plagiarism and have not been submitted before to meet the pretext of the academic course. Moreover, this study tends to be a representation of my ideas, thoughts, opinions and it should be deciphered as the opinion of the university.

Signed __________________ Date _________________

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATIONII

ACKNOWLEDGEMENTIII

LIST OF FIGURESVI

LIST OF TABLESVII

ABSTRACTVIII

CHAPTER 1: INTRODUCTION1

1.1 Introduction1

1.2 Overview of the Company1

1.3 Problems faced by the Company1

1.4 Aims2

1.5 Objectives2

1.6 Research Questions4

1.7 Research Hypothesis4

1.8 Significance of the Study5

CHAPTER 2: LITERATURE REVIEW7

2.1 Introduction7

2.2 Conceptual Framework7

2.3 Brand Awareness and Loyalty10

2.4 Product Line Extension10

2.4.1 Types of Product Line Extension11

2.5 Product Line Extension as Competitive Tool12

2.6 Singapore's Economy14

2.7 Large Scale Format of Jay Gee Levis Store Singapore15

CHAPTER 3: METHODLOGY17

3.1 Overview17

3.2 Research Design18

3.3 Justification for using Quantitative Design18

3.4 Data Collection19

3.5 Research Instrument20

3.6 Sample/Participants20

3.7 Methodological Limitations21

3.8 Validity and Reliability22

3.9 Ethical Considerations22

3.10 Data Analysis23

3.11 Concluding Remarks23

CHAPTER 4: ANALYSIS AND DISCUSSION24

4.1 Introduction24

4.2 Descriptive Statistics24

4.3 Driving customer's perception31

4.4 Jaygee Levis Store32

4.5 Hypothesis Testing33

CHAPTER 5: CONCLUSION35

5.1 Introduction35

5.2 Problems faced by the Company can be resolved35

5.3 Conclusion37

5.4 Implication for Future Research Based On the Work of Study38

5.5 Implication for Future Research Based On the Work Not Covered in the Study39

CHPATER 6: RECOMMENDATION40

6.1 Recommendations for Future Research40

6.2 Suggestions for Research Methodology for Each Recommendation Made40

6.3 Recommendations according to the Results and Findings of the Study41

REFERENCES42

APPENDIX47

Questionnaire47

LIST OF FIGURES

Figure 1: Product Life Cycle5

Figure 2: Conceptual Framework9

Figure 3: Product Line Extension12

Figure 4: Singapore GDP14

Figure 5: Singapore's Purchasing Power Parity15

Figure 6: Brand Strength37

LIST OF TABLES

Table 1: Product Line Extension12

Table 3: Descriptive Statistics24

Table 4: Gender25

Table 5: Age25

Table 6: Salary26

Table 7: Location28

Table 8: Plaza Singapore29

Table 9: Purchase behaviour30

Table 10: Driving customer's perception31

Table 11: Jaygee Levis Store32

ABSTRACT

This research proposal has taken under consideration Jay Gee Corporation, which is currently experiencing a problem in generating sales revenue. The problem is due to the poor product mix strategy that the firm was adopted by the company. This proposal has entailed an evaluation of how Jay Gee can integrate product line mix strategy in order to improve its sales revenue. A comprehensive literature review has been conducted to illustrate the relevance of the subject under investigation. The review has aimed at establishing the links between the study and previous studies on the subject matter. Qualitative research design has been employed in the process of conducting the study. The method of data collection and analysis together with the sample population to be used in the study are clearly illustrated. The researcher has also appreciated the importance of human factors in conducting the study. Consequently, a number of ethics to be observed in the process of conducting the study has been clearly illustrated. The various activities to be undertaken to complete the study successfully has been ...