Arabian Oud
1. Executive Summary
The following research paper focuses on the brand awareness of Arabian Oud, a perfume retailer from Saudi Arabia to help them identify and define marketing strategies to penetrate the United Kingdom perfume market. It primarily tries to understand and evaluate various parameters of decision making like importance of brand attributes, reasons to try new perfumes, occasions on which perfumes highly preferred and the role of age, income and ethnicity group whilst purchasing a perfume. The necessary data was collected by randomly interviewing 120 respondents with the help of questionnaires. The information collected from the surveys was processed using various statistical techniques with the help of SPSS software which included the correlation test, t-test, ANNOVA, and cross tabulation.
The research paper is designed in a chronological order beginning with the company background and industry overview followed by research methodology used to accomplish research aim and objective. The paper further continues with explaining various data collection techniques practiced and interpretation of the findings after processing of the available collected data. The paper concludes with reflecting the research limitation and recommendation.
2. Background – Arabian Oud
Arabian Oud is one of the largest Arabian fragrance retailers in the world, specialising in essence and oil perfumes. The company has more than 3,700 employees serving customers across over 50 cities and 30 countries in the world. It was established in 1982 with a devotion to quality and perfection in the art of perfumery(Arabian oud,2010).
Moreover in each store there are two levels dedicated to retail business. The lower level of the gallery is reserved for VIP clients only while the ground level offers selections for the other clients. The company has a retail chain of 560 stores worldwide selling over 200 luxurious and unique fragrances(Arabian oud,2010). . In addition to that,
The following research paper focuses on the brand awareness of Arabian Oud, a perfume retailer from Saudi Arabia to help them identify and define marketing strategies to penetrate the United Kingdom perfume market. It primarily tries to understand and evaluate various parameters of decision making like importance of brand attributes, reasons to try new perfumes, occasions on which perfumes highly preferred and the role of age, income and ethnicity group whilst purchasing a perfume. The necessary data was collected by randomly interviewing 120 respondents with the help of questionnaires. The information collected from the surveys was processed using various statistical techniques with the help of SPSS software which included the correlation test, t-test, ANNOVA, and cross tabulation.
The research paper is designed in a chronological order beginning with the company background and industry overview followed by research methodology used to accomplish research aim and objective. The paper further continues with explaining various data collection techniques practiced and interpretation of the findings after processing of the available collected data. The paper concludes with reflecting the research limitation and recommendation.
2. Background – Arabian Oud
Arabian Oud is one of the largest Arabian fragrance retailers in the world, specialising in essence and oil perfumes. The company has more than 3,700 employees serving customers across over 50 cities and 30 countries in the world. It was established in 1982 with a devotion to quality and perfection in the art of perfumery(Arabian oud,2010).
Moreover in each store there are two levels dedicated to retail business. The lower level of the gallery is reserved for VIP clients only while the ground level offers selections for the other clients. The company has a retail chain of 560 stores worldwide selling over 200 luxurious and unique fragrances(Arabian oud,2010). . In addition to that,
References: Andrew, C. and Briony, P. (2006) a Crash Course in SPSS for Windows, 3rd edition, Blackwell Arabian oud.(2010) Batra,(2009) Advertising Management.Pearson. Education Bradley, Nigel.) 2007) Marketing Research: Tools and Techniques Creswell , John .(2003)Research design: qualitative, quantitative, and mixed method approaches. SAGE Fink, Arlene (2003) The survey handbook Hackley, Christopher (2003) Doing research projects in marketing: management and consumer research. Routledge . Keller, K Kent, R. (2007) Marketing Research: approach, Method and Applications in Europe. Thomson London Marina G McQuarrie, Edward F.(2006)The market research toolbox. SAGE. Norusis, M Pride, William, Hughes Robert , Kapoor ,Jack.(2008) Business. Cengage Learning Richey, Rita ., Klein, James ( 2007) Design and development research: methods, strategies, and issues Wolfe, A (1984) Standardised Questions. A review for Market Research Executives. Market Research Society.