A comparative case study analysis of the United Kingdom and Uganda’s New Car Market
Author
Kaziba, Kenneth
Date
2020Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
Integrated Marketing communications (IMC) as an emerging concept in the marketing
discipline has lasted for approximately the last 30 years has achieved a tremendous welcome
from both practitioners and scholars. Within this research study, the main purpose was to
investigate how Integrated Marketing Communications can be effectively achieved and better
more if there is involvement of a third party and in this case the dealer network system within
the new car market. The practicability of IMC within organizations from the theoretical
implications has caused a lot of debate ever since IMC as a doctrine surfaced. This was
evidenced by Kitchen et al., (2008) arguing that in organisations where IMC works, it is worth
representation on the balanced sheet but for those where it fails, it is just an expense to the
company. Therefore, this research was in the direction of finding out on how the problems
associated with implementation can be eliminated.
Considering a case study of the new car market in two different countries (United Kingdom
and Uganda) a comparative study of how IMC can effectively be implemented was done
through an extensive study of literature and data collection. The study’s population comprised
of 100 consumers (50 from the United Kingdom and 50 from Uganda), ten media practitioners,
ten dealerships and 10 manufactures from both countries respectively. Responses were
received from 80 respondents in total. The consumer’s responses were analysed with simple
frequencies, SPSS software and the other responses were analysed qualitatively.
The main findings of this study were compiled and presented by the author in the concluding
chapter (6) of this thesis discussing how IMC is perceived by the consumers, marketing
practitioners, associated publics and how best it can be implemented. This was followed with
recommendations for future research which were also presented for the benefit of the reader.
Description
PhD Thesis - School of Management
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