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hmv: top dogor jack of all?
An investigation into the growing expansionof HMV’s offerings, and consumers' resultantbrand perceptions.
Lina Pio
2
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Strongest parts of the product mix .............................................................. 22
Analysis of Consumer Interviews ................................................................. 27
Sections
« prev | next »- hmv’s Problem
- Market decline
- Comparison to Competitors
- What Needs to Be Understood
- The Need for Research
- Research Objectives
- Essential Aims of the Investigation
- Essential Questions for the Investigation
- Methods of Research and Design
- Primary Methods: Questionnaire Survey
- Primary Methods: Consumer Interviews
- Primary Methods: Industry Professional Interview
- Secondary Research Methods
- Research Limitations
- Current Literature
- HMV’s curent state
- Loss of Competitors
- HMV’s Current Competitors
- Experience Engagement
- Methods of Data Access
- Questionnaire Surveys
- Interviews: Professional
- Questionnaire, Poll and Interview: Design and Objectives
- Questionnaire Survey
- Consumer Interview
- Professional Interview
- Discussion Analysis of Survey Results
- Questionnaire Screening: Users/non-users and the gender
- Reason for not buying at HMV
- Customer profiles and the competition
- Product awareness
- Strongest parts of the product mix
- Product-led brand or experience-led brand?
- Shopping experience
- Brand personality
- Discussion Analysis of Interview Results
- Analysis of Consumer Interviews
- Analysis of Professional Respondent Interview
- Conclusions and Implications for hmv
- In store experience must change
- More branding and awareness campaigns of other services
- Opportunities for future research
- References
- Annual reports
- Industry reports
- Trade press
- News
- Academic Journals
- Books
- Appendices
- Frequency tables
- Consumer Interviews
- Questionnaire
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