A Matter of Timing - Influences of Seasonality on Consumer Behavior
Nguyen, Khanh Linh (2015)
Nguyen, Khanh Linh
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The purpose of this thesis is to provide an overview and to evaluate the influences of seasonality on consumer behavior in book publishing and printing industry by studying the case of HCMC General Publishing House. In addition, the interaction among different factors affecting consumer behavior, seasonal anomalies and some particular changes in decision-making process are examined. The research also emphasizes on the connection between consumer behavior and marketing management. Relevant literature reviews on the topic are sorted out in order to create an out- look of the topic before engaging deeper into details. The structure of this thesis follows Case study methodology suggested by Robert K.Gin 1993. The method frame- work is also described, stating the reason why it is suitable for the topic, the advantages and disadvantages of different types of evidence using in this research and analyzing methods. Primary data collection is presented using results from questionnaire conducted in-store and online throughout 4-month period from July 2015 to November 2015. Secondary data is collected from different sorts of documentation and re- cords of the company. Finally, implementation for the case company is suggested based on the findings.