The Flora Marketing Strategy towards Customer Satisfaction

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ACKNOWLEDGEMENT

I would like to thank my supervisors, friends and family, without their support this research study would not have been possible.

DECLARATION

I adjudge that the entire content of this dissertation is entirely my own work; the content used in this dissertation has not been submitted before in any educational institution and represents my own opinion.

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ABSTRACT

The purpose of the study is to delve the Flora's marketing strategy; the study also investigates how these marketing strategies are helpful in satisfying its customers. The research questions were formulated in order to find out the Flora marketing strategy and how these marketing strategies are helpful in satisfying its customers. The frequency distribution and correlation analysis were done in order to answer the research questions. This section also includes the discussion part over the statistical findings. By using SSPS 16.0, the statistical part was analysed. The Flora marketing strategy helps in improving the product range and maintaining good image of the product. Customers are willingness to acquire those products, which give them best quality and the Flora is one of them. Level of customer satisfaction has been increased by the improved product quality of the Flora brand. The correlation analysis depicted that there is direct relationship between dependent and independent variables. Marketing strategy helps in improving the product range and maintaining good image of the product. Customers are willingness to acquire those products, which give them best quality and the Flora is one of them. Level of customer satisfaction has been increased by the improved product quality of the Flora brand. The correlation analysis depicted that there is direct relationship between dependent and independent variables. The Flora brand understands that they must create public relations from the consumers' point of view in order to communicate effectively. The Flora marketing strategy is best satisfying porter's five forces and the generic strategies. Thus, after analysis and discussion chapter this can be concluded that Unilever focus on the marketing strategies which results in increasing consumer satisfaction and increasing sales of the Flora brand.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

LIST OF TABLESVIII

CHAPTER 1: INTRODUCTION1

1.1 Introduction1

1.2 Problem statement3

1.3 Research aims and objectives3

1.4 Research questions4

1.5 Theoretical framework4

1.5.1 Porter's Generic Strategies4

1.6 Dissertation layout5

1.7 Summary and transition6

CHAPTER 2: LITERATURE REVIEW7

2.1 Introduction7

2.2 Significance of marketing for customer satisfaction7

2.3 Impact of marketing strategies on Customer Satisfaction9

2.4 Understanding consumer behaviour and perspective11

2.5 Summary and transition13

CHAPTER 3: METHODOLOGY14

2.1 Introduction14

2.2 Research Design14

2.3 Mixed methodology15

2.3.1 Quantitative research method15

2.3.2. Qualitative data methods16

2.4 Data collection methods and tools17

2.4.1 Survey17

Confidentiality17

Anonymity18

2.4.2 Interviews20

2.4.1 Interview Questions22

2.5 Data analysis22

2.6 Sampling method23

2.7 Sample size23

2.8 Participants23

2.9 Research limitations24

2.10 Validity and Reliability24

2.11 Research Ethics25

2.12 Summary and transition26

CHAPTER 4: ANALYSIS AND DISCUSSION27

4.1 Introduction27

4.2 Descriptive questionnaire analysis27

4.3 Correlation analysis31

4.3.1 Independent variables31

4.3.2 Dependent variable31

4.4 Discussion32

4.4.1 Statistical findings32

4.4.2 Interview Responses findings33

4.4.3. Research question findings35

4.4.3.1 Research Question 1:35

4.4.3.2 Research Question 2:38

4.4.3.3. Research Question 3:38

4.5 Summary39

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS41

5.1 Introduction41

5.2 Conclusion41

5.3 Recommendations44

5.4 Research limitations44

5.5 Recommendations for further study44

REFERENCES46

APPENDICES49

APPENDIX A49

Questionnaire49

Confidentiality49

Anonymity49

Interview Questions53

APPENDIX B54

Research question 1:54

Table 1: The Flora brand is different from its competitors in terms of quality, price, promotional campaigns, and ...