Group marketing project (SPSS) Assignment Example | Topics and Well Written Essays - 500 words

Group marketing project (SPSS) - Assignment Example The research report under discussion is a group effort which aims to understand the current level of customer loyalty for the Samsung brand and the drivers behind it. The relationship between these drivers and the current perceptions has also been studied to identify the most important factors influencing it. On the basis of the findings, recommendations for improving the current level of loyalty and for attracting and retaining a higher user base have also been suggested. The nature of study is quantitative and involves interviews conducted with 100 respondents (including Samsung users & non-users) within the area of Bangor, Gwynedd. A comparison of means on the basis of gender and age reveals that there is no significant impact of these factors on the way people have rated the perceptions for Samsung’s products. However, there does exist a somewhat significant difference regarding user ship for a few attributes. The results indicate that around 56% of Samsung users believe Samsung products to be well made. Among the non-users, the response is mixed. This percentage is relatively positive but when compared with other attributes, Samsung should focus on improving the other perceptions further through good customer service and marketing efforts to drive up the overall customer loyalty. On an overall basis, when looking at the different attributes, consistency in quality and good value for money pricing are highly positive. Usership and gender also have a significant association with value for money pricing. Overall 55% respondents regard consistency positively and 58% of Samsung users and 56% females consider it good value for money. It is mainly because of the positive perceptions for these attributes that the overall value of Samsung products is considered excellent. Consistency in quality is the most influential driver here and then follows the good value for