Master of Science in International Business

Permanent URI for this collectionhttps://dspace.griffith.ie/handle/123456789/105

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Browsing Master of Science in International Business by Author "DeTona, Dr. Carla"

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    Customer Retention Strategies in Panda Retail Company at Saudi Arabia
    (Griffith College, 2021) Deepak Mysore Srinivasa
    Retention strategies or loyalty program is defined as systematic marketing initiatives that rewards and encourages loyal purchasing behavior among the consumers. Such purchasing behavior of the consumer ultimately benefits the company in the end. The present work focuses on studying various customer retention strategies in Panda Retail Company at Saudi Arabia. The research tries to assess the impact of customer retention strategies of panda retail stores on the purchasing behavior of their consumers. The proposed work is descriptive approach and applies sampling technique for selecting a sample of valid 205 respondents. Data is collected from secondary sources, and paired t-test was applied for analyzing the data by using SPSS software. The paper concludes that retention strategies are a good option for retail stores for retaining and attracting consumers and they should practice it regularly.
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    The Effects of Corporate Social Responsibility (CSR) on the Buying Intentions of Millennial Consumers of Fast Fashion in Ireland: A Case Study of International Millennial Students in Dublin Colleges.
    (Griffith College, 2021) Chinedu Ifechukwude Ezegbu
    The current study explores the effects of Corporate Social Responsibility (CSR) of fast fashion brands in Ireland on the buying intentions of millennial consumers. It involves international millennial students from three colleges in Dublin within the ages 24-30 who in 2021 are the youngest millennials based on Cone Communications’ research showing millennial variables. Millennials are perceived to be ethical and show the most awareness of business activities than other generations. However, despite this, they are consumers of fast fashion which is known for its sustainability issues. The research’s objectives are three-pronged: firstly; critically evaluating the CSR awareness level of millennial college students who are consumers of fast fashion. Secondly; the extent to which CSR activities of fast fashion firms affect these millennials’ buying intentions are determined and explored. Thirdly, factors that are most critical in influencing these millennials’ decisions to purchase from fast fashion brands are identified. To achieve these objectives and provide the study with the necessary structure, the under-listed research questions were put forward: What is the level of awareness of international millennial students in Dublin colleges regarding CSR initiatives of fast fashion brands in Ireland?; Does the social responsibility of fast fashion businesses have any real influence/effect on these millennial consumers’ intentions to purchase? and What factors are most critical in influencing the intentions of these millennial consumers to purchase from fast fashion brands? The research is exploratory and adopts a case study approach. It is qualitative in nature and the primary data collection method - semi-structured interviews were conducted for 9 participants from three colleges in Dublin. Also, the sampling method utilised for the sample selection is non-probability sampling– purposeful sampling. Qualitative Data Analysis was adopted to analyse the participants’ data and consumer buying behaviour theories such as Theory of Reasoned Action (TRA) and Perceived Consumer Effectiveness (PCE) and were used to shed more light on the behaviours of this cohort. The research findings illustrate a good level of CSR awareness of the respondents as they recognise that fast fashion brands should have social responsibility. However, they are predominantly unaware of CSR initiatives of fast fashion brands in Ireland and factors like product price, quality and design/style are shown to play much more prominent roles in guiding the international millennial students’ purchasing intentions and not CSR activities of these brands.