Marketing communication strategy for an online store launch in the sanitary, heating and plumbing industry : Application on a small Slovak company
Sulikova, Patricia (2019)
Pro gradu -tutkielma
2019
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi-fe2019062521871
http://urn.fi/URN:NBN:fi-fe2019062521871
Tiivistelmä
The purpose of this thesis is to create marketing communication strategy for an online store launch operating in sanitary, heating and plumbing (SHP) retail based on a study of the behaviour and technology acceptance of their customers. Primary quantitative research was conducted in form of a survey and 80 responses from current customers of case company were obtained. The data were analysed descriptively as well as explanatorily. Technology acceptance model (TAM) was used as adoption model and outlined relationships of the studied variables were tested by hypotheses.
The main findings of the research revealed that the behaviour of the customers of SHP retail towards the online shopping is quite neutral and based on the finding, they are not persuaded to shop online for this category products. However, they are open to learning to use the online store. Their intention to shop online is significantly influenced by the perceived usefulness and ease of use. Moreover, two new constructs, perception of benefits and perception of positive attributes of online store were disseminated to have a strong effect on intention as well. Concrete benefits and attributed should form a significant part of the launch communication message. Channels suitable for communication with customer are offline channels which seem to work better than the online. Communication strategy is based on deciding what strategy, tactics and control steps should be undertaken for a successful launch.
The main findings of the research revealed that the behaviour of the customers of SHP retail towards the online shopping is quite neutral and based on the finding, they are not persuaded to shop online for this category products. However, they are open to learning to use the online store. Their intention to shop online is significantly influenced by the perceived usefulness and ease of use. Moreover, two new constructs, perception of benefits and perception of positive attributes of online store were disseminated to have a strong effect on intention as well. Concrete benefits and attributed should form a significant part of the launch communication message. Channels suitable for communication with customer are offline channels which seem to work better than the online. Communication strategy is based on deciding what strategy, tactics and control steps should be undertaken for a successful launch.