"Effectiveness of Marketing Communication Tools on Consumer Decision to take Credit Cards" Ref: market0006 Purpose of this study is to investigate the effectiveness of different communications tools on consumer decision to take credit cards within the UK. Marketing communications tools are an important topic for contemporary marketing practice as these facilitates offering the right product to the right customer. 20,000 Words - 90 pages 89% Graded 1: Introducion A Brief Overview of the Study Background Why credit cards? Aim of the Study Structure of the Project 2: Literature Review A Definition of Marketing Communications The Marketing Communications Tools Advertising Brand entertainment Sales Promotions Public Relations Events and sponsorships Direct Marketing Direct mail Telemarketing The internet marketing Personal Selling Customer Decision Making Consumers' Credit Card Problems and Exit Behaviours What Boosts Card Usage? "What's in It for Me?" Targeting Credit Card Customers Summary 3: Methodology Research Philosophy & Approach Research Philosophy Research Approach Research Design & Strategy Sample size Sampling technique Primary data collection The design of the questionnaire Data Quality Issues Reliability Validity Generalisability Method of Analysis Summary 4: Data Presentation and Analysis Part 1 Demographic Characteristics Age group Annual Income Annual income and gender comparison Occupation Number of credit cards that the respondents have The comparison of the number of credit cards and annual income Monthly credit card expenditure The comparison of monthly credit card expenditure and Annual Income The number of respondents who carry balances on their credit card The comparison of gender and the respondents who carry balances on their credit cards: Part 2: The Effectiveness of Marketing Communications Tools What types of marketing communications tools do the respondents find that they respond most favourably to with refer to credit cards? Which if any advertising tools have influenced the respondents in their choice of credit card? Which if any direct marketing tools have influenced the respondents in their choice of credit card? Have you ever used your credit cards for on-line purchases? Have you ever checked your monthly bills of your credit card on the Internet? Are you comfortable with your personal details being used for marketing purposes? Are you comfortable with telemarketing? Have you ever been subjected to personal selling techniques for credit cards e.g. in the bank, in store etc.? If you have subjected to personal selling techniques for credit cards How successful was it and why? The awareness of the public relations tools used by credit card companies The effectiveness of sales promotions tools on consumer decision to take credit cards Part 3: What Boosts Card Usage? The factors which influences customers' credit card preference The credit card companies that the respondents most likely to take a card from The kind of purchases that the respondents usually make through credit cards The issues that the respondents feel are most focused on by credit card companies when communicating with them Part 4: How Satisfied Are the Credit Card Consumers? Are you happy with your credit card issuer? Are you happy with their post-purchase behaviour? Have you had cause to contact your credit card company with a complaint of any sort? If so, was your problem or complaint quickly resolved to your satisfaction? Would you be willing to change your credit card company if you have a better offer? Summary 5: Conclusion How Effective Are the Marketing Communications Tools? What Boosts Card Usage? How Satisfied Are the Credit Card Consumers? Demographic Characteristics Limitations of the Research Further Research Concluding Remark Bibliography References 
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