How could Sunny Bay more effectively use existing marketing channels? What new marketing channels they could use?

Lai, Yang and Taylor, Beverly (2018) How could Sunny Bay more effectively use existing marketing channels? What new marketing channels they could use? Applied Management Conference, Hamilton, New Zealand, July, 2018.

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Abstract or Summary

Health care products are a popular market in New Zealand. There are more and more health care product stores operating every year. Sunny Bay is a health care product retail store in Hamilton, which has been operating around 15 months. The aim of this research is to evaluate Sunny Bay’s current online marketing channels, and recommend new marketing channels to Sunny Bay. In this study, the researcher used primary and secondary research methods. The primary research involved using questionnaires to randomly survey 50 customers who visited Sunny Bay. Results showed that most customers prefer shopping online and think that store location will affect their purchase decision. The questionnaire showed that Wechat is the most popular social media site, and that Facebook is second most popular. After analysing the results of the primary and secondary research, I conclude that Sunny Bay could advertise their discount information on social media, which could attract more potential customer and increase sales, and use information technology to integrate online and offline sales. I recommend that Sunny Bay create its own retail official website and create a Facebook account and post profile products and special promotions regularly on the Facebook page.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:business, retail industry, social media, marketing
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6215
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Deposited On:26 Nov 2018 02:31
Last Modified:26 Nov 2018 02:31

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