A study to investigate how promotional techniques influence consumer buying decisions in the context of two contrasting events: “Love Saves the Day” and “Bristol International Balloon Fiesta”.

View/ open
Author
Phillips, Chloe
Date
2017-04Type
Dissertation
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
Promotion is the voice of any company or event sending out a brand message loud and clear to its audience (Mishra, 2015). Successful events need to incorporate promotional activities into their practice ensuring their consumers are updated. To create successful promotion, the marketing department must identify their target market. In doing so, this will guarantee that the promotion is reached by a wide proportion of attendees making the promotion worthwhile. The quality of promotion reflects either positively or negatively on the overall event, illustrating how crucial it is for promotion to be done properly.
This study aims to investigate how promotional techniques influence consumer buying decisions in the context of two contrasting events; “Love Saves the Day” and “Bristol International Balloon Fiesta”. Primary research has been conducted in the forms of focus groups and semi-structured interviews. Qualitative research was chosen due to being more effective to the study. The participants varied from around the UK enabling the researcher to access a wide array of opinions. Secondary research was used to give the reader an understanding of the current promotional activities for these two events, and how their consumers communicate with them.
Throughout the results, analysis and discussion chapter of this study an abundance of themes occurred creating controversy and confirmation of the literature review. It became apparent that the strongest form of promotion was through the use of social media. A high percentage of the participants agreed they would pay attention to social media posts rather than printed media. The study focuses on market segmentation and the importance of event managers recognising the segments.
The researcher indicates that both events have different ways in which they could promote more sufficiently to achieve greater outcomes increasing their brand reputation. This is portrayed within the conclusion and recommendations sector at the end of the study.
Conclusively, this study investigates how both events use promotional activities to persuade consumers to purchase their tickets. The study establishes truthful opinions from guests on whether the promotion is successful or needs updating to encourage sales and interest.
Collections
Related items
Showing items related by title, author, subject and abstract.
-
An investigation to determine the effectiveness of exhibition events as a marketing tool for a retailer, using the case study of Leekes department store
Richards, Katie (Cardiff Metropolitan University, 2010)The nature of this research is to critically assess the effectiveness of exhibition events as a marketing tool. It utilises a case study approach of Leekes department store, with intent to make recommendations to the company ... -
“A Critical Investigation into the Consumer Buying Behaviours of Events in Relation to the Purchase of Tickets: a Case Study of Events Management students at Cardiff Metropolitan University.”
Ellis, Olivia (Cardiff Metropolitan University, 2017-04)The aims of this dissertation were to investigate the consumer buying behaviours of the purchasing of event tickets and attendance of events, using Cardiff Metropolitan events management undergraduate students as a case ... -
To critically evaluate the marketing strategy and promotional techniques implemented by Camp America.
Jordan, Sophie (Cardiff Metropolitan University, 2012)In times where competition within the youth travel market is extremely dense, consumer power is increasing; therefore companies now need to create new innovative ideas within their marketing strategy in order to penetrate ...