A business doesn’t operate isolated in the marketplace but rather has to work while acting, affecting and being impacted by many other factors, for example competition, suppliers, customers, and demand change. This is true for everyone, from suppliers and distributors to customers and governmental agencies. There are 2 kinds of relationships that a company has to maintain, external and internal, and both these combined help assess the worth of the company. Both of them are equally important for the company but it’s the external marketing that provides the face of the organization and therefore must be as well presented as possible as the clients connect with this. This is exactly what forms the image of the company in the market and what the consumers evaluate and relate to. They relate to the product and services offered, but there are many factors which also influence them, like the word of mouth, past experiences and personal needs.
Contents: Consumer preference in the flower industry
1. INTRODUCTION
1.1BACKGROUND
1.2 PURPOSE
1.3 RESEARCH QUESTION
2. THEORY
2.1 GAPS MODEL
2.1.1 Gap
2.2 SERVQUAL
2.2.1 Applying SERVQUAL
2.2.2 Limitations
2.2.3 Theoretical critique
2.3 ADDITIONAL SERVICE CONCEPTS
3. METHODOLOGY
3.1 EMPIRICAL APPROACH
3.2RESEARCH DESIGN
3.3 CASE STUDY
3.3.1 Limitations
3.4 DATA SOURCES
3.4.1Primary information
3.4.1.1 Delimitations
3.4.1.2 Loss of Data
3.4.2 Secondary information
3.5 DESIGNING THE QUESTIONNAIRE
3.4.2.1 Calculating SERVQUAL
3.5 SOURCE EVALUATION
4. EMPIRICAL FRAMEWORK
4.1 FLOWER INDUSTRY IN EUROPE
4.2 INFLUENCE OF SUPERMARKETS
4.3 COMPANY BACKGROUND
4.3.1. Restructuring of external marketing
4.4 CONSUMER MARKET
4.4.1 Finding summary of consumer market
5. ANALYSIS OF RESULTS
5.1 Managerial View
5.2 Consumer view
6. CONCLUSION AND SUGGESTIONS
6.1RECOMMENDATIONS FOR THE COMPANY
6.2 OWN THOUGHTS ABOUT STUDY
6.3 RECOMMENDATIONS FOR FUTURE STUDIES
7. LIST OF REFERENCES:
7.1 ARTICLES
7.2 LITERATURE
7.3 ELECTRONIC SOURCES
7.4 INTERVIEWS
8. APPENDICES…..
Source: Uppsala University Library