Influence of marketing strategies towards the customer purchasing decision of high-class meat products in Bulgaria
Tashev, Stoyko Stoykov
Cardiff Metropolitan University
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Marketing and its abilities are an essential part for the market success of each company. With its wide variety of tactics i.e. strategies, marketers are able to compete on the market place and to better serve and attract their current and potential clients. Each industry needs a different approach in order to be able to become a good market player. That different approach is needed because every customer has different needs and wants, and their purchasing decision differs. In order to stimulate the purchasing decision, marketers are required to implement the best strategy that best suits the company aims and objectives. Some companies are trying to compete on the market place with low prices, other with wide variety of products, or with quality. Moreover some of the companies are trying to compete in Internet via different strategies implemented in the social media, via e-mail, in the website etc. As it can be seen there are plenty of marketing strategies that can be used in different businesses, but what is their influence and how they can affect the customers purchasing decision is about to be investigated in this research. Moreover the study focuses the meat market in Bulgaria and will try to examine the opinion of the Bulgarian meat consumers. Meat products are such, which are needed almost every day by almost everybody, but the wide variety of products, which confounds the customers purchasing decision, forces companies to take different actions in order to sell their goods. This dissertation examines both online and offline strategies such as – brand strategy, price strategy, product strategy, competitive strategy, word of mouth strategy, banner ads, viral strategies, social media techniques, e-mail approaches, TV and Radio advertising etc, and their influence over the Bulgarian meat consumers. Moreover the study gives answer to different questions, which will help the reader to identify the best combination of strategy, which best affects the customer purchasing decision of high-class meat products in Bulgaria.
Masters in Business Administration
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