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- All Subjects: Marketing
- Creators: Department of Information Systems
Description
This thesis examines Endgame, a gaming themed bar and restaurant located in the heart of Tempe, Arizona on Mill Avenue. The business serves regular bar fare and offers a wide selection of video games for its customers to play and enjoy. Recently Endgame recognized that it was unsatisfied with its current revenue stream, prompting this investigative study. Upon completing this project, three business problems that are limiting Endgame's revenue growth were identified. The issues identified were: food sales, visibility/access, and alcohol sales. To better understand each of these issues a study was conducted in the form of ethnography research and a survey was distributed to Endgame's target market. Two instances of observational research were conducted and a survey was distributed to 400+ students in the W. P. Carey School of Business. The data collected revealed underlying sentiments about Endgame's food/beverage service and issues related to locating the bar. This investigation revealed that ordering food and beverages at Endgame is difficult and not a straight forward process. This led to a set of recommendations related to creating an efficient and simple ordering process. The study also showed that Endgame (which is on the second floor of a building) lacks the appropriate signage to indicate its location. Using this information, recommendations were made for Endgame to create additional signage near stairs and elevators to indicate their location. The research also revealed a general lack of consumer awareness in relation to alcoholic beverages that contributed to low sales. This led to a strategy to revitalize Endgame's marketing campaign and a redesign of their beverage menu. Outside of the three business problems found during observational research, several other areas were examined in the survey at the request of Endgame's management. These areas revealed additional understandings into consumer behavior and feelings towards Endgame. These customer insights along with the recommendations given in this paper will be used by Endgame to increase their overall business revenues.
ContributorsPaplham, Tyler James (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Within the beauty industry, a common issue that exists is the lack of diversity in product colors that suit consumers of darker-skinned ethnicities. Ethnic diversity in makeup products is often difficult to find, particularly in regard to more affordable brands. Over the years, the makeup and beauty industry has focused their attention on Caucasian females, thus excluding many other races, ethnicities, skin colors, and even genders. Although the lack of diversity in the cosmetics world is often related to people with darker complexions, this issue can affect any individual of any ethnicity or skin tone. This lack of diversity causes a negative psychological impact on individuals and causes people to experience feelings of frustration, anxiety, and exclusion. The purpose and significance of this research is further outlined in Chapter I. To address this issue, I developed an overarching research question: How might I create a custom makeup product that provides value to my audience? In order to answer this overarching question, I conducted research to answer the following areas: (1) Who is my audience? (2) What are my audience's perceptions and attitudes about makeup? (3) What challenges does my audience face when searching for or purchasing makeup? (4) Why does my audience value my product? and (5) What does my audience believe about my product? These questions allowed me to gather an in-depth understanding of the customer, including their tastes, preferences, needs, values, and demographic characteristics. Chapter II is comprised of the literature search which explores four themes: (1) the changing perception of the makeup industry, (2) diversity in makeup, (3) makeup's psychological impact on individuals, and (4) custom makeup & the market. Chapter III describes the research design and process while Chapter IV presents and analyzes the data and findings. The compiled research informed the business plan and influenced the conception and creation of the brand. Based on my qualitative and quantitative research -- which included a literature search, multiple depth interviews, and a survey -- I created Flesh and Bone Cosmetics. Flesh and Bone Cosmetics is an inclusive custom cosmetics brand that addresses the lack of diversity in the makeup industry by offering Liquid Foundation Drops. This product is a highly pigmented range of tints that recolors and adjusts any existing liquid foundation -- this allows individuals to discover their perfect color match at an affordable price range. Chapter V provides recommendations on forming a business model and marketing strategy for Flesh and Bone Cosmetics.
ContributorsCuenca, Sondra Camille (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
What effect do the Non-Message Labeling Factors (Color, Font, Prominence, and Placement) and Customer Belief Frameworks (Institutional Trust, Eco-Label Framework, and Information Source) have on customers' Willingness to Pay (WTP) for non-GMO Products? The topic of this study is consumer behavior, placed in the context of food history and trends in the United States. This paper also offers a set of best practices for people pursuing a non-GMO product labeling strategy. The method involved an online survey of 217 Arizona State University students who were offered extra credit in their classes in exchange for participation (Appendix 1). The qualitative survey asked participants to measure and explain their preferences for certain non-message labeling factors (color, font, size). Participants also gave information about the Customer Belief Frameworks they use when making purchasing decisions, which consist of ideas and beliefs that are independent of the packaging. The results of the survey led me to create a set of recommended guidelines when designing packaging for a non-GMO product. The survey also gathered qualitative data about Information Source, Biospheric Values, and Institutional Trust. The Review of Literature explains how these Customer Belief Frameworks were previously used in packaging studies to explore external factors that also influence the purchase decision. Given the results of the exploratory survey, I recommend employing the following attributes in non-GMO labeling to maximize profits: utilize labels with green color, wide and light san-serif fonts and in a circular shape. Managers pursuing this strategy should use the verbiage "Non-GMO Verified" rather than simply "Non-GMO", or including the words "Process" and "Project" which can add to consumers' confusion. For added fluency, use medium size and centralized size of the label on the packaging, close in proximity to the brand name. In addition, the Eco-Label Framework findings suggest including messages which appeal to altruistic values can also be beneficial, as participants were mostly concerned with altruistic values (children, family) when talking about genetic modification, climate change and natural disasters.
ContributorsBertch, Madeleine Michelle (Author) / Eaton, Kathryn (Thesis director) / MacFadyen, Joshua (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
The Academy Awards represent the uneasy tension between art and commerce in Hollywood. The façade of art that the Academy has worked so hard to cultivate is weakened in the face of “for your consideration” campaigning. These advertising efforts, led by the studios and teams employed by potential nominees, make claims to the virtues of a given film and advocate for their celebration. The awards business has grown into a multi-million dollar industry, directly contradicting the art-driven version of Hollywood that the Academy claims to represent.
ContributorsKisicki, Lauren (Author) / Vasquez, Joshua (Thesis director) / Baker, Aaron (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Department of English (Contributor)
Created2023-05
Description
This creative project outlines the steps taken to successfully plan and host a fundraising event at Arizona State University. In my case, this more specifically dealt with organizing a dodgeball tournament between two friendly rivals: police officers and firefighters in the city of Phoenix. All proceeds raised from this fundraising dodgeball tournament were donated back to first responders working in the city of Phoenix.
ContributorsMinton, Sarah (Author) / Aberra, Blaine (Co-author) / Eaton, Kate (Thesis director) / McIntosh, Daniel (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor)
Created2023-05
Description
Marketers are constantly striving to discover strategies that promote the greatest amount of word of mouth (WOM) from their consumers. WOM is perceived as one of the most reputable forms of marketing by consumers due to the authenticity and sincerity that is associated with the strategy. With WOM being an organic and genuine response from consumers, marketers are often faced with difficulties or failure when explicitly requesting that consumers engage in positive WOM behaviors. However, there are certain practices that firms can implement to encourage WOM behaviors from their consumers. This study examines the effectiveness of two different freebie marketing methods and the impact that each method’s presentation has on a consumer’s willingness to participate in WOM. The results of this study will be used to provide companies with guidelines and recommendations to successfully create freebie marketing strategies that drive authentic WOM surrounding their brand and products.
ContributorsBoyer, Victoria (Author) / Hanzlick, Camille (Co-author) / Lisjak, Monika (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor)
Created2022-05
Description
Basketball has evolved and is continuing to evolve in parallel with media and communication. The 21st century bears witness to the digitization of basketball, media, and communication with the advent of social media. Arguably the most esteemed professional basketball league in the world, the National Basketball Association (NBA) observes fans and players alike conversing about the game through social media platforms available across the world. One of the most popular platforms, Twitter, enables anyone with a computer to write a textual post known as a “tweet” that can be made viewable to the public. The Twitter landscape holds a trove of data and information including “sentiment” for NBA teams to analyze with the goal of improving the success of their team from a managerial perspective. Two aspects this paper will examine are fan engagement and revenue generation from the perspective of several franchises in the NBA. The purpose of this research is to explore and discover if key measures of performance including both the number of points scored in a game and the game outcome either being a win or a loss, and the location of a game being won either at home or away on the road influence fan Twitter sentiment and if there is a correlation between fan Twitter sentiment and game attendance. The statistical computing tool RStudio in combination with data compiled from online databases and websites including Basketball Reference, Wikipedia, ESPN, and Statista are employed to execute two t-tests, two analysis of variance (ANOVA) tests, and one correlation test. The results indicate there is a significant difference in fan Twitter sentiment between high-scoring games and low-scoring games, between game wins and losses, among games being won at home versus away on the road, and there is no conclusion that can be made regarding any existing correlation between fan Twitter sentiment and game attendance.
ContributorsKwan, Matthew (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Department of Information Systems (Contributor)
Created2022-05
Description
The purpose of this research is to create a model that will benefit this industry and the many changes to come. As of now, there are limited FTC guidelines which limit the protection of content creators, agencies, and brands. That is when I came up with the idea to develop a model to further improve efficiency of the influencer marketing industry, and to help the entrepreneurs who are leading it. This model provides the framework for a strong start in the influencer marketing industry. Through informational interviews, literary research, field studies, and surveys, the model was developed through the data analysis of each of these tools, based on common themes found within each. This research was conducted from a variety of perspectives, including consumers, brands, agencies, and content creators.
ContributorsFurnas, Madison (Author) / Eaton, John (Thesis director) / Ingram-Waters, Mary (Committee member) / Svirskis, Anthony (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2022-05
Description
The movie industry is an uncertain business, and films often fail to make money, so the movie promotions and marketing decisions studios make are vital in determining success. With movie promotions, people from different cultures can perceive films and their advertising efforts differently because of their backgrounds, so movie marketers must recognize these differences to be able to succeed in international markets. This thesis is intended to help provide information for filmmakers and their respective film advertisers on how different cultures may perceive promotional movie poster factors, and how they can be more successful in their pursuit. Specifically, we are focusing on the influence of stars and review sources featured on such posters and how they might play into someone’s response to a film. To do so, we will be comparing viewers relative to their Hofstede cultural dimensions (of individualism and collectivism and power distance) to understand what factors might influence a society more and why. We first dive into our preliminary research, then make predictions and test them through a 2x2 study to determine what movie promotion elements are most influential to different viewers. Next we will conclude with the managerial implications and limitations and future research of our study. Overall, our research and data findings offer insights to filmmakers on how they might enhance and tailor their movie promotions when marketing to different cultures.
ContributorsCheruvu, Niyati (Author) / Gardner, Kyra (Co-author) / Eaton, Kate (Thesis director) / Palmer, James (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Marketing (Contributor) / Department of Information Systems (Contributor)
Created2022-05
Description
The Founders Lab is a team-focused, exploratory Barrett Thesis project that allows students the opportunity to discover and utilize their “inner entrepreneur”. This project empowers teams of students to come up with a business idea; create a strategic business model; conduct research on a target market; generate a brand style, logo, and other marketing-related materials; meet with business professionals as a way to receive feedback; and finalize a business plan with tangible deliverables. This project in particular focuses on the creation of an app that allows users to connect with others in competitive esports tournaments and participate in tutoring sessions for financial incentives. Throughout our experience participating in the Founders Lab, we were able to construct this business pitch entitled, Eventcity.
ContributorsWandzilak, Olivia (Author) / Tefft, Austin (Co-author) / Smith, Garrison (Co-author) / Byrne, Jared (Thesis director) / Pierce, John (Committee member) / Balven, Rachel (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor)
Created2022-05