The paper " Strategic Marketing and Marketing in Specific Industry Contexts" is a wonderful example of a Marketing Case Study. This study is was about finding out more about the clients of Yerragon village and their experiences. The findings were to be used in improving the services offered to the clientele. The study involved a total of 427 respondents. The study grouped the respondents according to the social nature of travel with the majority of the respondents indicating that they visited as spouses. The respondents were also asked about their family background and it was found that the majority were spouses without children at home.
The most common transport means to the facility was found to be the use of personal cars with 94.1 of the respondents falling into the group. The clientele of Yerragon was found to be locals as 98.5% indicated that they were from Australia. This research used descriptive statistics to investigate some of the variables like overall satisfaction, the frequency of visit and expected length of stay where the mean, standard deviations were some of the important outputs that were given.
Other variables that were analyzed by descriptive statistics were expenditure by the respondents on accommodation, retail and food and beverage with the mean values being found to be 285, 82.65 and 32.47 respectively. an investigation on customer information sources revealed that 72.45 of the respondents did not get the information about the village from any particular information disseminating source but were well aware of the facility well before. The respondents were asked about their purpose of visiting Yerragon and it was that the leading purpose was food and beverage buying at 48.7% then rest stop at 28.85 and shopping was at 26.6% followed by other reasons.
A correlation test was done on some of the variables and a positive significant correlation was found between the expected length of stay and the amount the respondents were to spend on food and beverages. Another test that was done was t-test which indicated that there was a significant difference in the ages of men and female the male having a higher value of 4.75 and the female having a lower value of 4.24 with the ages being grouped with the lowest group of 15 years to 25years having a value of one and the highest age of above 70 being ranked 7. The study concluded that the facility had a lot of potentials that had not been fully exploited.
There was a need to promote Yerragon village beyond its local neighborhood and beyond Australia. The services were to be improved as currently the services were ranked as being average by the respondents. When any company launches its product their aim is to increase its market share.
The success of the products and services offered is highly dependant on the nature of the market that is being targeted (Kuester, 2012). The consumers are varied in terms of their purchase behavior. It is upon the marketer to find out the unique need of their customers (Scott, 1991). For this to become a reality an in-depth study is usually necessary which usually involves external and internal environment study of the customers as this is beneficial in formulating market plans (Sandhusen, 2000).
Kuester, S. (2012): MKT 301: Strategic Marketing & Marketing in Specific Industry Contexts, University of Mannheim, p. 110.
Scott A. (1991). "Prediction of Consumer Behavior by Experts and Novices". Journal of Consumer Research (Journal of Consumer Research Inc.) 18: 251–256.
Sandhusen, R. L. (2000). Marketing. Cf. S. 218
Sandhusen, R. L.: Marketing (2000). Cf. S. 219
Scott A. and Terry O. (1971). "Brief vs. Comprehensive Descriptions in Measuring Intentions to Purchase". Journal of Marketing Research 5: 114–117.
Khosla, S. (2010). "Consumer psychology: The essence of Marketing". International Journal of Educational Administration 2 (2): 220–220.
Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion: Tailoring persuasive appeals to recipient personality traits. Psychological Science, 23, 578-581
Blackwell, Miniard and Engel (2006). Consumer Behaviour (10th Ed.). Thomson Learning.
Foxall, G. (2005.) Understanding Consumer Choice. Baingstoke. Palgrave Macmillian.
Howard, J., Sheth, J.N. (1968), Theory of Buyer Behavior, J. Wiley & Sons, New York, NY.
Kardes, Frank R.; Cronley, Maria L.; Cline, Thomas W. (2011). Consumer Behavior, Mason, OH : South-Western, Cengage Learning, ISBN 978-0-538-74540-6
Laermer, R. ; Simmons, M. , Punk Marketing, New York : Harper Collins, 2007. ISBN 978-0-06-115110-1 (Review of the book by Marilyn Scrizzi, in Journal of Consumer Marketing 24(7), 2007)
Loudon, D.L. (1988), Consumer Behavior: Concepts and Applications, McGraw Hill, London.
McNair, B. (1958), Retail Development, Harper & Row, New York, NY.
Schiffman, L.G. (1993), Consumer Behavior, Prentice Hall International, London.
Schwartz, B. (2004), The Paradox of Choice: Why More Is Less, Ecco, New York.
Shell, E. R. (2009). Cheap: The High Cost of Discount Culture, New York : Penguin Press,. ISBN 978-1-59420-215-5
Solomon, M.R. (1994), Consumer Behavior, Allyn & Bacon, London