/library/oar/handle/123456789/3267 2025-10-27T21:52:23Z 2025-10-27T21:52:23Z /library/oar/handle/123456789/4478 2015-08-11T01:04:23Z 2011-01-01T00:00:00Z

Title: Pet insurance : potential market and purchasing intentions of the Maltese market Abstract: This research was intended to establish whether a market for pet insurance exists in Malta and the attitude that the Maltese market have towards it. The research model used to predict intention was the one based on the theory of planned behaviour, where attitude, perceived behavioural control and subject norm together predict intention that is the immediate predictor of behaviour. This was investigated by the use of 120 questionnaires distributed to a sample of Maltese pet owners. The general findings show that positive attitude and positive subjective norm lead to positive purchasing intention. One other outcome was that perceived behavioural control does not appear to be a relevant factor in pet owners' decision to buy pet insurance and therefore should not be considered by marketers when using their marketing tools to change purchasing intention. The potential Maltese market for pet insurance is that of 17.4% of the population spending an average premium of € 200 each leading to a potential market of € 13,920,000. Insurance firms have an opportunity to enter this segment of the market with appropriate product offerings. Their marketing tools should focus mostly on building and shaping favourable attitude especially by creating awareness and by influencing subjective norm via key influencers in the area such as veterinarians. Description: B.COM.(HONS)MARKETING

2011-01-01T00:00:00Z /library/oar/handle/123456789/4456 2015-08-07T01:03:13Z 2011-01-01T00:00:00Z

Title: The role of green marketing in developing consumer behaviour towards green products Abstract: The organic industry is one which is growing at a steady pace worldwide and research shows that the future of organic has not yet come to a downhill position. The organic sector has proven to be beneficial to society from both a health aspect and also environmental. This dissertation concentrates on the organic sector; specifically organic food, in Malta. The objective of this study is to determine whether green marketing affects organic consumption; focusing on the 4Ps of organic food products and how these are affected by consumers. Primary data was collected through questionnaires. Questionnaires were filled out by people who shop at supermarkets in Malta. After a thorough analysis, it was concluded that organic food is not exploited sufficiently enough; price was found to be a major factor influencing organic consumption; lack of availability resulted in less organic consumption and promotion is not used effectively enough. There is a lot of potential for an improved marketing mix. Description: B.COM.(HONS)MARKETING

2011-01-01T00:00:00Z /library/oar/handle/123456789/4455 2015-08-07T01:03:10Z 2011-01-01T00:00:00Z

Title: Involvement and shopping : a study of women 30 to 50 Abstract: In today's global market place, where consumers are bombarded on a daily bases with all kinds of products to satisfy their every need, marketing practices such as segmentation, targeting and consumer profiling are vital. In the fashion arena, this is even more evident due to the vast array of brands, outlets and products available. Consumer involvement, one of the many facets of consumer behaviour, is used as a tool in this study to determine certain shopping behaviours displayed by a particular demographic group, for a particular product category. The chosen demographic group was made up of women aged thirty to fifty and the product category under scrutiny was handbags. In essence, the main findings of this study are intended to shed light upon consumer involvement and how it affects several other aspects of consumer behaviour. Consumer involvement is a construct which has not as yet been given much importance in Malta despite its potential to uncover aspects of consumer behaviour otherwise deemed irrational. Moreover, the research study carried out for this dissertation is intended to segment the chosen demographic group in terms of the level of involvement displayed with the product category, and in turn, describe the difference in shopping behaviours displayed by the different groups. This was achieved through the creation of a questionnaire designed specifically for the study at hand. The gathered data was then statistically tested and interpreted so as to answer the research questions set. Finally, the interpretation of this data was then applied to handbag retailers and discussed in terms of the implications the research findings put forward. Description: B.COM.(HONS)MARKETING

2011-01-01T00:00:00Z /library/oar/handle/123456789/4454 2015-08-07T01:03:19Z 2011-01-01T00:00:00Z

Title: Overcoming societal resistance through marketing : a qualitative study Abstract: Societal resistance is a major hurdle in the spread of innovative ideas that change the way people go about their daily activities. Resistance comes in different forms by way of functional and psychological barriers. This study focuses on traditional resistance of ideas in Malta and investigates reception to campaigns concerning the divorce debate, in an effort to understand what marketing strategies could overcome resistance. Qualitative research was undertaken towards this purpose. Three focus groups were carried out with different age groups, investigating their opinions on the campaigns launched by the 'Moviment Iva għaż-Żwieg, Iva għad-Divorzju' and 'Moviment Żwieg bla Divorzju'. Moreover the impact of other entities in Malta, namely the Catholic Church and the two major political parties was discussed to analyse the extent of influence these had on public opinion. This study demonstrates that the movements of divorce did not provide the public with the type of information wanted. Respondents felt that the marketing campaigns were strong in nature but were not implemented in a manner that suited the divorce debate. Respondents noted that each of the movements were very keen on voicing their own views on the debate, but they failed to give an accurate rendition of the effects that divorce would have on individuals and society. This study argues that a marketing strategy based on information and two-sided arguments would have appealed more strongly to public opinion during this campaign. Description: B.COM.(HONS)MARKETING

2011-01-01T00:00:00Z