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- Creators: Barrett, The Honors College
Description
The sport of football has become one of the most widely loved and watched sports in the United States. Fans of football are extremely dedicated to the sport and form very personal, emotional attachments to teams within the National Football League. Through studying these fans, three main analysis topics will be addressed in this thesis: the established fan knowledge that creates rules within the fandom on how a fan participates and the exceptions to those rules, the need that fan's who do not fit into the normative patterns of the fandom feel to explain their motivations, and the degree of fanship that can be measured through a fan's explanation for their deviant behavior. For this fandom analysis, two sets of data will be referenced throughout the discussion. The first is anecdotal data pulled from various reddit threads on the personal experiences of each fan as well as some opinion sharing about the National Football League fandom. The second set of data is primary data that I have compiled via a survey. The established fan knowledge within this fandom is two fold: First, fans choose their team for a specific reason (usually based off of the team their parent's are a fan of or the state they grew up in), which typically takes place by age twelve. Secondly, once a fan chooses a team, they should stick with that team through their entire fanship. This second piece of fan knowledge is the most important rule within the fandom. This idea of loyalty is what guides fan participation. Identifying this rule led me to my main question about this fandom \u2014 if fans are so dedicated to their chosen team, what does it mean when someone switches to a new team. I feel that this breaking of a bond that seems so personal to fans is important and should be researched. This brought me to researching these fans that have switched teams, learning why, as well as what this group of fans can say about the National Football League fandom as a whole.
ContributorsGutierrez, Brooke Kathleen (Author) / Eaton, John (Thesis director) / Lee, Christopher (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Nonlinear pricing is a term that looks at the relationship between price and quantity. Normally firms bundle breakfast cereals together and then sell them at least a price that is a third of the single unit price. This shows a lack of linearity between the price and the quantity. Most of the breakfast cereal brands like Kellogg’s , Post and others employ nonlinear pricing schedules as a way of motivating consumers to purchase their products. They use these methods to increase their product sales and boost profits respectively. An example of nonlinear pricing is when a consumer is given an option to buy two boxes of cereal and get and the third one for free.
According to Market Watch (10/08/2018), 85% of breakfast cereal brand companies use the nonlinear pricing model. This is a very popular and competitive market strategy used by other companies as well. The purpose of this thesis is to therefore evaluate the effectiveness of the nonlinear pricing strategy popular in the breakfast cereal industry, as well as ascertaining whether this strategy fosters loyalty amongst cereal consumers. I have always wondered if breakfast cereal companies that use nonlinear pricing models shortchange themselves by recycling their own customers instead of attracting new ones. To respond to that question, l used data from the breakfast cereal industry for the year 2017. This data received integrity research and assurance approval at Arizona State University . Moreover, the study used breakfast cereal data as the backbone of the analysis because consumption of breakfast cereals happens throughout the year and breakfast cereals have a longer shelf life. The data is based on receipt uploads from over 400,000 users of the Omni panel website. My goal with the thesis is to evaluate the effectiveness of nonlinear pricing schedules in relation to increasing sales and fostering customer loyalty. At the end of the study, l would like to have developed a strong and data-based opinion on why consumers choose the breakfast cereal they purchased and also on the relationship between nonlinear pricing and consumer loyalty. I hope to use my findings to propose a better model which, if used by these businesses, can enable them to generate more returns and cultivate customer loyalty.
According to Market Watch (10/08/2018), 85% of breakfast cereal brand companies use the nonlinear pricing model. This is a very popular and competitive market strategy used by other companies as well. The purpose of this thesis is to therefore evaluate the effectiveness of the nonlinear pricing strategy popular in the breakfast cereal industry, as well as ascertaining whether this strategy fosters loyalty amongst cereal consumers. I have always wondered if breakfast cereal companies that use nonlinear pricing models shortchange themselves by recycling their own customers instead of attracting new ones. To respond to that question, l used data from the breakfast cereal industry for the year 2017. This data received integrity research and assurance approval at Arizona State University . Moreover, the study used breakfast cereal data as the backbone of the analysis because consumption of breakfast cereals happens throughout the year and breakfast cereals have a longer shelf life. The data is based on receipt uploads from over 400,000 users of the Omni panel website. My goal with the thesis is to evaluate the effectiveness of nonlinear pricing schedules in relation to increasing sales and fostering customer loyalty. At the end of the study, l would like to have developed a strong and data-based opinion on why consumers choose the breakfast cereal they purchased and also on the relationship between nonlinear pricing and consumer loyalty. I hope to use my findings to propose a better model which, if used by these businesses, can enable them to generate more returns and cultivate customer loyalty.
ContributorsNgwenya, Alpha (Author) / Silverman, Daniel (Thesis director) / Trujillo, Rhett (Committee member) / Department of Information Systems (Contributor) / Thunderbird School of Global Management (Contributor) / Department of Economics (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This study examines how a commitment to service can impact and come to exemplify a company’s brand image, customer loyalty, and overall organizational success. It examines the history and evolution of customer service, as well as what commitment to service looks like in present-day businesses. It differentiates companies that have attained a reputation for superior service and companies that have struggled to overcome service failures. Trader Joe’s, The Ritz-Carlton Hotel Company, Chick-fil-A, Southwest Airlines, and The Walt Disney Company are identified as five companies that have attained a reputation for remarkable service. This study includes five analyses to understand each company’s mission, history, leadership, employee engagement, and organizational culture. This study synthesizes how an unwavering commitment to customers, emphasis on employee empowerment, and ability to embed service in culture are common themes that can significantly contribute to a company’s ability to develop a reputation for remarkable service.
ContributorsBarr, Chandler Wallace (Author) / Desch, Timothy (Thesis director) / Shick, Jennifer (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Research has shown that acquiring a new customer is between 5 and 25 times more costly than retaining existing customers and that a 5% increase in customer retention can increase profits anywhere between 25% and 94%, (Gallo, 2014). In part because of these statistics, many businesses utilize loyalty rewards programs to both incentivize potential customers into trying their business and to retain their existing customers. Once a customer has joined a loyalty rewards program, they will bring in more revenue than those outside the program. For example, in the retail industry, members of loyalty rewards programs generate between 12% and 18% more revenue than their counterparts not participating in the loyalty rewards program, (Accenture, 2016). Creating an attractive loyalty rewards program can greatly boost a business’s revenue – if done correctly.
This Thesis proposes a business plan for a cross-business loyalty rewards program. There are two target markets for this business - small to medium sized business (specifically businesses that attract large numbers of repeat customers) and the customers they seek to attract. This cross-business loyalty rewards program will be made possible through management software that will allow these businesses to both manage their rewards programs and have access to tools that will allow them to collect data on their consumers’ habits, manage marketing campaigns, and allow them to better connect with their consumers. The aspect of this management software that will differentiate it from competitors will be the cross-business nature of the program. Points earned by a customer frequenting one business (e.g. restaurant) can be used in other businesses using the same program (e.g. hairdresser). By “sharing” consumers in this way, businesses will incentivize customers to try new businesses, greatly reducing the cost these businesses will invest in acquiring new customers while also helping to retain both existing and new customers, thus increasing revenue.
This Thesis proposes a business plan for a cross-business loyalty rewards program. There are two target markets for this business - small to medium sized business (specifically businesses that attract large numbers of repeat customers) and the customers they seek to attract. This cross-business loyalty rewards program will be made possible through management software that will allow these businesses to both manage their rewards programs and have access to tools that will allow them to collect data on their consumers’ habits, manage marketing campaigns, and allow them to better connect with their consumers. The aspect of this management software that will differentiate it from competitors will be the cross-business nature of the program. Points earned by a customer frequenting one business (e.g. restaurant) can be used in other businesses using the same program (e.g. hairdresser). By “sharing” consumers in this way, businesses will incentivize customers to try new businesses, greatly reducing the cost these businesses will invest in acquiring new customers while also helping to retain both existing and new customers, thus increasing revenue.
ContributorsKellogg, Preston (Author) / Eaton, John (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05