Matching Items (262)
152294-Thumbnail Image.png
Description
The study of lighting design has important implications for consumer behavior and is an important aspect of consideration for the retail industry. In today's global economy consumers can come from a number of cultural backgrounds. It is important to understand various cultures' perceptions of lighting design in order for retailers

The study of lighting design has important implications for consumer behavior and is an important aspect of consideration for the retail industry. In today's global economy consumers can come from a number of cultural backgrounds. It is important to understand various cultures' perceptions of lighting design in order for retailers to better understand how to use lighting as a benefit to provide consumers with a desirable shopping experience. This thesis provides insight into the effects of ambient lighting on product perception among Americans and Middle Easterners. Both cultural groups' possess significant purchasing power in the worldwide market place. This research will allow marketers, designers and consumers a better understanding of how culture may play a role in consumer perceptions and behavior Results of this study are based on data gathered from 164 surveys from individuals of American and Middle Eastern heritage. Follow up interviews were also conducted to examine the nuances of product perception and potential differences across cultures. This study, using qualitative and quantitative methods, was executed using a Sequential Explanatory Strategy. Survey data were analyzed to uncover significant correlations and relationships using measures of descriptive analysis, analysis of variance (ANOVA), and regression analysis. Interviews were analyzed using theme-based coding and reported in narrative form. The results suggest that lighting does in fact have an impact on product perception, however despite minor differences, this perception does not vary much between individuals from American and Middle Eastern cultures. It was found that lighting could affect price and quality perception with reference to store-image and store atmospherics. Additionally, lighting has a higher impact on subjective impressions of product (such as Freshness, Pleasantness, and Attractiveness), more than Price and Quality perceptions. This study suggests that particular lighting characteristics could be responsible for differences in product perception between these two cultures. This is important to note for lighting designers and marketers to create retail atmospheres that are preferable to both cultures.
ContributorsAlsharhan, Dalal Anwar (Author) / Kroelinger, Michael D. (Thesis advisor) / Eaton, John (Committee member) / Heywood, William (Committee member) / Arizona State University (Publisher)
Created2013
133350-Thumbnail Image.png
Description
The goal of our project was to determine how to create the most marketable hockey team. To do this, consumer needs, team psychology, and financing were all researched and evaluated. With this information, a business plan was designed around the next NHL expansion team. Two surveys, one for marketing distributed

The goal of our project was to determine how to create the most marketable hockey team. To do this, consumer needs, team psychology, and financing were all researched and evaluated. With this information, a business plan was designed around the next NHL expansion team. Two surveys, one for marketing distributed to the general public, and one for team psychology distributed to current and former hockey players were created and sent out, while data for the financing aspect was collected by comparing data from other NHL teams and franchises from different sports. In terms of financials, this comes in lower than average ticket prices, a nice and expensive stadium, the ideal city to generate capital, and sufficient money spent on advertising. Our ticket prices of $140 is based on having a low enough price to generate lots of demand while high enough to make a profit. The $600 million stadium (which will be fully funded) will surely draw a significant crowd. Choosing Seattle as a city is the most ideal to meet these goals and lastly, in meeting with an NHL GM, we determined $4 million in yearly advertising costs as sufficient in creating the most marketable team. Throughout this whole process, we remained data focus. We focused on data from a customized marketing survey, organizational structures, salary cap, and attendance. What our marketing survey results showed us is that our potential fans wanted three characteristics in a hockey team: speed, intensity, and scoring. In looking at organizational structures teams that exemplified these characteristics had a heavy emphasis on development and scouting. So we built our organizational tree around those two ideals. We hired GM Mike Futa, a current director of player personnel for the L.A. Kings, and Head Coach Adam Oates, a current skills development coach for top players to bring those ideals to fruition. In constructing our team we replicated the rules set forth for the Vegas Knights' expansion draft and hypothesized a likely protected list based off of last years lists. As a result we were able to construct a team that statistically out performed the Vegas Knights draft numbers by double, in goals, assists, and points, while also beating them in PIM. Based off of these numbers and an analysis of how goals translate into game attendance we are confident that we have constructed a team that has the highest potential for marketability. For the team psychology area, when creating a roster and scouting players, some of our main findings were that it is important to pursue players who get along well with their teammates and coaching staff, are aggressive, are leaders on the team, and are vocal players who communicate effectively. We also recommended avoiding players who significantly portrayed any "pet-peeve" traits, with the most emphasis placed on "disrespectful toward teammates," and the least emphasis placed on "over-aggression." By following all of these recommendations, we believe the most marketable hockey team possible can be created.
ContributorsQuinn, Colin Christopher (Co-author) / Spigel, Carlos (Co-author) / Meyer, Matt (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
133358-Thumbnail Image.png
Description
Amidst transition are the citizens living and forging identity. This thesis is divided into three portions including Scotland, the Czech Republic, and Taiwan. Each section includes a history, literature, and interview investigation.
The analysis of Scotland includes the examination of identity as a consequence of Scottish history, the Scottish Referendum, and

Amidst transition are the citizens living and forging identity. This thesis is divided into three portions including Scotland, the Czech Republic, and Taiwan. Each section includes a history, literature, and interview investigation.
The analysis of Scotland includes the examination of identity as a consequence of Scottish history, the Scottish Referendum, and the Brexit Referendum. National identity is explored through literature and through the analysis of Dr. Neal McGarvey, a Scottish Economic Councilman, and Arizona State University exchange student Scott Fyfe. Scotland expressed strong political activism realized through their political participation and open discussions. Yet, their ability to demand change is hindered by the United Kingdom and will continue to be unless drastic changes occur.
The analysis of the Czech Republic includes Czech history from World War II through the Prague Spring, the Velvet Revolution, the split of Czechoslovakia, and the current Communist party. National identity defined by literature is observed in conjunction with interviews of Lukáš Rumian, an Arizona State University exchange student, the Čižmár family with a unique military background and split support for Communism, an anonymous family with multigenerational viewpoints, and lastly, a former refugee with strong opinions on immigration and cultural preservation. The findings of the Czech Republic are of an apathetic country with few avenues for political discussion or education. The generations face massive difference in their mindsets as they continue to be influenced by their Communist past.
The examination of Taiwanese independence includes a look at centuries of domination, the Chinese Kuomintang party, and the Sunflower Revolution. National identity highlighted through literature is paired with the interviews of Kun Baba, a Taiwanese orchard owner, an anonymous set of a college student, his girlfriend, and his father, and a Taiwanese aboriginal who openly explores the “bullying” of China. Findings of Taiwan establish a growing sense of Taiwanese identity and an outward-looking approach to preserving their independence from China.
These three countries each shared a desire to forge their futures yet took different approaches. Scotland being vocal but limited by government. The Czech Republic apathetic, yet citizens take advantage of democratic freedoms. Taiwan is creating political stances through elections, yet is finding these stances to be inadequate in securing a future of continued independence. Thus they search for international assistance. In each country, I realized the importance global citizenship has in promoting political discussions in a quest to understand the needs and desires of citizens internationally. With a deepened understanding of a nation’s political climate, global citizens can help citizens voice their opinion, increase literature of citizen opinion, receive government recognition, and secure the change they desire.
Note: The interview participants range from college students to retirees, ages 17-78. Many asked for anonymous reporting to protect their identity and employment status.
ContributorsCrynes, Victoria Elianna Navarette (Author) / Eaton, John (Thesis director) / Brashears, William (Committee member) / Monson, Angela (Committee member) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
133383-Thumbnail Image.png
Description
Sports have connected fans together for years, but the way fans are engaging with their favorite teams and the way they are interacting with athletes and teams have changed and will continue to change. Social media is one of the fastest growing trends today and it is continuing to grow

Sports have connected fans together for years, but the way fans are engaging with their favorite teams and the way they are interacting with athletes and teams have changed and will continue to change. Social media is one of the fastest growing trends today and it is continuing to grow and change the way people live. The connection between sports and social media has grown and will continue to evolve, with 93.3% of global sports leaders believing that the pair will continue to grow in the next 5-10 years (Reddy). Sports have been around for many years and each sport has created a special fan base that appeals to them. More recently, the two have become more intertwined with one another and have benefitted from the connection. Sports teams and players are now using social media to draw attention to themselves and differentiate themselves from other teams. Companies are using social media to show their partnerships with teams and the players on those teams. Both entities understand the importance of being ahead of their competitors and staying up to date with the newest trends. It is crucial for social media platforms to stay relevant in the eyes of consumers just as it is important for sports teams, and players, to stay relevant to their fans. The emphasis of social media in society has led to more sponsorships between businesses and teams and has allowed consumers to see those relationships play out right on their device. According to a study done by Fullerton, sports account for 70% of sponsorship money spent in a year (Fullerton). With revenues of both sports and sponsorships increasing, these two entities will grow together. Social media can bring good and bad aspects along with it, but for companies looking to have top teams or athletes support them, it is very beneficial. 75% of consumers reported being always on social media platforms like Facebook and Instagram, which are two of the top platforms used by companies to promote themselves (Reddy). These social media 4 platforms can be good for exposure and getting products and news into the world, but can be bad because it can bring light to situations that are not always good. The problems do not arise because of the partnerships that are formed, but rather nobody outside the partnership knowing about it. When a player posts about a product on their social media with no indication of a deal with a company, fans seeing the post would have no idea that they are being paid to say it. When someone clearly shows that it is an "#ad", people are free to form their own opinions because it has been made aware that the post is being made as part of an agreement. This project explores how posting on social media affects the fans perception of the player/team if they know it is a sponsored ad or not. With social media continuing to play a large role in the sports world and advertisements becoming more prevalent on all platforms, it is important for the teams, and the players, to be transparent with their fans.
ContributorsSeip, Bridgette (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Barrett, The Honors College (Contributor)
Created2018-05
133921-Thumbnail Image.png
Description
The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in

The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in part to the integration of "cultural recognition" initiatives and the overall message of inclusivity on the part of NBA franchises, with their respective promotions and advertisements such as television, social media, radio, etc. Heritage Nights, such as "Noche Latina," among other variants in the NBA, typically feature culturally influenced changes to team logos, giveaways, and other consumer offerings. In markets where Hispanics make up a significant percentage of the fan-base, such as Phoenix, NBA franchises such as the Phoenix Suns must ascertain the financial or perceptual impacts, associated with risks of stereotyping, offending or otherwise unintentionally alienating different categories of fans. To this end, data was collected from the local NBA franchises' fanbase, specifically Phoenix Suns season-ticket holders, and was statistically checked for significant relationships between both categories of fans and several different variables. This analysis found that only $192K in revenue is being missed through the investment of Heritage Nights, and that fan perceptions of stereotypical or offensive giveaways and practices have no significant effect on game or event attendance, despite the stereotypes toward giveaways and practices still being present. Implications of this study provide possible next steps for the Suns and continue to widen the scope of demographical sports marketing both in professional basketball and beyond.
ContributorsGibbens, Patrick Alexander (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Supply Chain Management (Contributor) / School of Music (Contributor) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This paper is intended to identify a correlation between the winning percentage of sports teams in the four major professional sports leagues in the United States and the GDP per capita of their respective cities. We initially compiled fifteen years of franchise performance along with economic data from the Federal

This paper is intended to identify a correlation between the winning percentage of sports teams in the four major professional sports leagues in the United States and the GDP per capita of their respective cities. We initially compiled fifteen years of franchise performance along with economic data from the Federal Reserve Bank of St. Louis to analyze this relationship. After converting the data into a language recognized by Stata, the regression tool we used, we ran multiple regressions to find relevant correlations based off of our inputs. This paper will show the value of the economic impact of strong or weak performance throughout various economic cycles through data analysis and conclusions drawn from the results of the regression analysis.
ContributorsAndl, Tyler (Co-author) / Shirk, Brandon (Co-author) / Goegan, Brian (Thesis director) / Eaton, John (Committee member) / School of Accountancy (Contributor) / Department of Finance (Contributor) / Department of Supply Chain Management (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
135372-Thumbnail Image.png
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

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
135389-Thumbnail Image.png
Description
The ability to draft and develop productive Major League players is vital to the success of any MLB organization. A core of cost-controlled, productive players is as important as ever with free agent salaries continuing to rise dramatically. In a sport where mere percentage points separate winners from losers at

The ability to draft and develop productive Major League players is vital to the success of any MLB organization. A core of cost-controlled, productive players is as important as ever with free agent salaries continuing to rise dramatically. In a sport where mere percentage points separate winners from losers at the end of a long season, any slight advantage in identifying talent is valuable. This study examines the 2004-2008 MLB Amateur Drafts in order to analyze whether certain types of prospects are more valuable selections than others. If organizations can better identify which draft prospects will more likely contribute at the Major League level in the future, they can more optimally spend their allotted signing bonus pool in order to acquire as much potential production as possible through the draft. Based on the data examined, during these five drafts high school prospects provided higher value than college prospects. While college players reached the Majors at a higher rate, high school players produced greater value in their first six seasons of service time. In the all-important first round of the draft, where signing bonuses are at their largest, college players proved the more valuable selection. When players were separated by position, position players held greater expected value than pitchers, with corner infielders leading the way as the position group with the highest expected value. College players were found to provide better value than high school players at defensively demanding positions such as catcher and middle infield, while high school players were more valuable among outfielders and pitchers.
ContributorsGildea, Adam Joseph (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Economics (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
135342-Thumbnail Image.png
Description
Arizona and Florida are unique venues are they are the only two locations in the world to host the preseason leagues known as Spring Training for all thirty Major League Baseball teams. With fan bases willing to travel and spend disposable income to follow their favorite teams and/or escape the

Arizona and Florida are unique venues are they are the only two locations in the world to host the preseason leagues known as Spring Training for all thirty Major League Baseball teams. With fan bases willing to travel and spend disposable income to follow their favorite teams and/or escape the cold spells of their home state, the sports and tourism industries in Arizona and Florida have been able to captivate a status as top spring destinations. This study takes a focus on the economic impact that Spring Training in March has on the state of Arizona; specifically the Phoenix Metropolitan area. Consumer research is presented and a SWOT analysis is generated to further assess the condition of the Cactus League and Arizona as a host state. An economic impact study driven by the Strengths, Weaknesses, Opportunities & Threats (SWOT) analysis method is the primary focuses of research due to the sum and quality of usable data that can be organized using the SWOT structure. The scope of this research aims to support the argument that Spring Training impacts the host city in which it resides in. In conjunction with the SWOT analysis, third parties will be able to get a sense of the overall effectiveness and impact of Cactus League Spring Training in the Valley of the Sun. Integration of findings from a Tampa Bay sight visit will also be assessed to determine the health of the competition. This study will take an interdisciplinary approach as it views the topics at hand from the lenses of the consumer, baseball professional, and investor.
ContributorsOlden, Kyle (Co-author) / Farmer, James (Co-author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / T. Denny Sanford School of Social and Family Dynamics (Contributor) / College of Public Service and Community Solutions (Contributor) / Department of Information Systems (Contributor) / Department of Economics (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
135439-Thumbnail Image.png
Description
It is important to examine training programs for in-store associates in the specialty retail industry. The retail industry is strong right now, and growth is expected to be at 7% over the next 10 years. In the retail industry, the Internet poses a credible threat to brick and mortar stores,

It is important to examine training programs for in-store associates in the specialty retail industry. The retail industry is strong right now, and growth is expected to be at 7% over the next 10 years. In the retail industry, the Internet poses a credible threat to brick and mortar stores, as many customers now prefer to shop online. To compensate for this, storefronts need to provide an increasingly exceptional in-store experience to drive sales and maintain customer relationships. Creating excellent training programs for in-store associates is the best way in which to improve the relationship between the customer and the associate and create an excellent store experience. Strong associate training programs have numerous benefits to the overarching organization. An employee that feels confident and competent in their job is more engaged at work. Engaged employees are less likely to quit than average, which means a strong training program can save a company turnover costs and loss of institutional knowledge. Additionally, an engaged associate is more likely to exert extra discretionary effort, which increases operational efficiency. Ultimately, an engaged employee will strengthen the service profit chain and create a better overall experience for the customer. When creating a training program it is important to take into account the learning preferences of the company's associates. Millennial learners prefer working in groups, integrated technology, and lessons that are applicable to real life. Generation X learners are self-sufficient and view time as a luxury. They expect material to be straightforward and concise. Additionally, when creating a training program it is important to benchmark programs within and outside of the operating industry. REI has a comprehensive training program that focuses on connecting employees to the mission of the company as well as in-depth product knowledge. Macy's recently overhauled its training program to include more face time with managers and semi-annual refresher trainings. Ritz-Carlton, a step outside of the retail industry, provides legendary training where employees receive over 250 hours of training in the first year alone. Ritz-Carlton employees are highly engaged and autonomous in their work, which leads to an excellent hotel experience. Using my internship as a field study, I share some important results from work with a Fortune 400 specialty retailer headquartered in the Phoenix Valley. Here I examine the associate and customer relationship with the aim of improving the in-store experience. Through benchmarking, associate interviews, and data analysis I am able to recommend a long-term vision for training at the organization where up-to-date product information is accessible in the aisle and overall knowledge well rounded through buddy shift programs and cross-training. My overall recommendation for the specialty retail industry is to take a holistic approach to training. I advocate looking at training programs from multiple perspectives including learning preferences, employee motivations, and corporate culture. Additionally, holistic training means that a company educates and trains associates in all areas of the business through cross-training and buddy shifts. Holistic training will create an engaged work force and improve the customer experience.
ContributorsHouts, Madeline Kirby (Author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Management (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05