Vodafone UK is the telecommunications provider which ranks second largest among the telecommunication providers in UK. It operates 480 stores located across the UK that further provide the landline and broadband connections and also offers Vodafone sim. To be in the list of top leading brands, Vodafone is providing variety of new services using creativity and new ideas. These new ideas are presented in a creative manner to market the product. The marketing strategies adopted by the telecommunication provider are attracting the customers to be their potential users. Marketing a product in a fine and creative manner directly attacks on the mind of the customer; this is the only key factor to popularize the organization or the brand name. Apart from this the quality of product also matters which should be up to expectations of the customers.
1.1 Aims of the Research
The aim of the research is to work on the creative marketing communication tools that can provide an outlook regarding the differences in the buyer’s behavior of Vodafone UK.
1.2 Objectives of the Research
The objectives of the research work follows as:
- To understand the role of creativity in marketing communication that affects the behavior of buyers.
- To evaluate that how marketing can produce the brand value and the brand image in the UK market.
- Negative impact of marketing communication on the customers.
- Positive impact of marketing communication on the customers.
2. Literature Review
In this chapter of research, the essential models and theories will be described regarding the topics of marketing communication of Vodafone in the UK market.
Communication Model: The communication model is the exchange of information and ideas between the sender and the receiver. Communication model is divided into 6 parts – sender, encoding, message, decoding, receiver and the feedback process. If there is no feedback from the side of receiver then it is considered a incomplete communication process. To make a process of communication complete and effective, feedback is necessary. The Vodafone UK is trying to adopt such creative communication processes to make the brand more valuable by the customers and to satisfy the need of customers as well.
Theories of Marketing
Vodafone UK makes the use of communication model and theories of Marketing to engage more and more customers. Not only this, the brand is also providing the qualitative services which are further satisfying the demands of the consumers. The theories and models help a brand to facilitate the behavior of buyers. Communication process should be creative with respect to the need and expectations of the consumers because a creative communication processes can make the customers to trust the brand, rest is dependent on the quality of the services or products offered to the customers. Vodafone UK has also introduced Vodafone VIP rewards system in the UK market that helps the Vodafone UK to facilitate the buying behavior of the customers.
In this chapter, the researcher will talk about the models and the theories of communication process that can help Vodafone UK to have the knowledge of or to facilitate the consumer’s behavior in the UK market.
3. Research Methodology
3.1 Research Approach
Connected models and theories related to the topic of study have been used in this chapter of the research study. In a brief, the detailed organization of the concept has been examined. Two types of research approach can be used by the researcher for the study of the topic. In this study, the researcher has carried a deductive approach to reach the conclusion.
3.2 Research Design
Research Design can be referred to as the design of the research which is very much essential for reaching the conclusion of the study or accomplish the task of the study.
3.3 Research Philosophy
Research philosophy is concerned with the collection of proper data or information so that accurate knowledge can be acquired in order to complete the report successfully. In this research work, the researcher has applied interpretive research design which has helped the researcher to distinguish the facts obtained from the acquired knowledge.
3.4 Data Collection
For any kind of research study, data collection forms an essential part. Data collection creates a base for the study and proves the sample. It provides a general idea about the viewpoint of the customers. There are two types of data collection methods. One is primary data collection method and the other is secondary data collection method. The researcher has used direct approach under the category of primary data collection method in order to have views of different types of customers. Questionnaire was prepared to gain knowledge or viewpoint from the customers. Hence, the primary data was collected by using pre-prepared questionnaires.
3.5 Sample Size
The researcher has conducted questionnaire on 80 different customers and 50 students from different colleges of UK.
3.6 Ethical Consideration
Research Ethics are the ethical issues that come forward when people participate in any kind of research. These ethics can be social, legal and political which can be raised while having any research. The research ethics provide helpful procedure to pursue with the research.
Limitations in this research was the time and budget constraint. Time allocated for the research was limited while the collection of information in that time period was tough.
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