Question
Assignment : Evaluating a Journal Article
In this first assignment, you have to prepare a 2,000 word critical analysis of a given article from a peer-reviewed journal. You need to critically evaluate the article from a theoretical perspective and consider the practical implications using examples based on the Omani market. In order to provide more focus and direction, three key areas have been identified for you to discuss. Two of these areas would require you to use examples from the Omani market. You need to use two other related journal articles (selected by yourself), to support your evaluation of the article.
Article Title: “ Identifying the Preferences and Brand Choices of Female Customers for Cars: A Study Conducted In Muscat Region, of Sultanate of Oman” by Swaroop Simha, in International Journal of Science and Research (IJSR), India Online ISSN: 2319‐7064, Volume 2 Issue 9, September 2013
The Abstract of the article:
The purpose of this study is to review and understand the decision making influences faced by female segment in choosing and purchasing specific Brands of Cars in the Muscat region of the Sultanate of Oman. The paper reports an empirical analysis by classifying female segments into cohorts based on the decision making characteristics which provides qualitative insights of the female car owner driver segment residing in Oman. The Car Manufacturers will benefit from the data collected, especially in helping to build good customer relationships with the segment and in determining factors impacting on the profitability.
The Task:
- Using the abstract as the basis for your analysis, critically discuss the methodology, analysis and findings of the article
- Examine the findings and conclusion of the article, and consider their applicability to the Omani Motor Car Market
- Draw some conclusions from your analysis and put forward recommendations for the future for Motor Car Companies in the Omani market
Structure for your Assignment
- Section 1: Introduction – this section should be brief and should indicate to the reader how you are going to approach the assignment (approximately 150words).
- Section 2: An overview or summary of the article – this section should briefly discuss the article, whilst highlighting the key marketing issues stemming from the article. For example, some of these issues could be Consumer Behaviour, Relationship Marketing, Branding and Market Segmentation. (Approx. 300 words)
- Section 3: An evaluation of the article using other articles –this is the main body of your work and you will be expected, in this section, to demonstrate your knowledge in the subject matter, and your ability to identify and use relevant sources of information effectively. Your evaluation should include at least two other related journal articles, chosen by yourself. Your choice of the other articles to use in your evaluation should be dependent on how well these articles will help you put forward a balanced critique of the article. (Approx. 850 words)
- Section 4: An application of your evaluation to the Omani market. In this section, you have to demonstrate your ability to relate your arguments in section 3 to the Omani market. My preference for the Omani market is based on the fact that your second assignment is on the Omani market. This way, you will be already familiar with some of the key issues, such as, consumer behaviour, branding, and segmentation relating to this market. (Approx. 500)
- Section 5: Conclusion and/or recommendation(s). Your conclusion and recommendations should stem from your main deductions from your evaluation. Usually, most of your recommendations would emanate from your viewpoints on the main contentions of the article. (Approx. 200words)
Answer/Solution:
Introduction
Simha et al. (2013), is a marketing article that reviews and understands the decision-making influences faced by female consumers’ segment in selecting and purchasing specific brands of cars in the Muscat region of Sultanate Oman. In this study, this article has been analysed critically from a theoretical perspective and considerations inferred on the practical implications for the Omani market. The relevance of the review is in line with Randolph (2009) study that noted that an article review provides a detailed appreciation of the issue of focus to enumerate reliable conclusions and recommendations. In this case, through a focus on the current article in areas of methodology used, analysis and findings, the relevance of the article in marketing would be inferred successfully. Also, the article content applicability to the Omani Market will be identified in this paper. Lastly, recommendations for the future practice for Motor Car Companies and marketers in Omani has been suggested through a support of literature synthesis.
Overview of the Article
The study focused on evaluation of preferences and brand choices of the female customers purchasing cars or potential buyers. In this study, the respondents used included senior marketing personnel of the most popular automobile company in Oman. Also, current women owning cars and potential clients comprising both Omani Nationals and expatriates were sampled. The relevance of the article is founded on the view that 21st-century women are economically empowered and play a critical role in all aspects of family decision making and the entire country economic well-being. Through a focus on women of different demographics, marketing sense is made on the identification of brand preferences and decision-making process.
Through the use of a qualitative research approach, the study confirms the hypothesis that marketing of cars to women segment is different from that of male segment. The consumer’s behaviours of women population are unique and majorly characterized by their position in their community with the marketing programs based on the consumer-targeted approaches to meet their expectations and preferences. Marketing strategies of the cars are significantly informed by the fact that they are supposed to foster client’s loyalty, interaction and long-term engagement. Through the existence of open communication for the car buyers, it is important to offer information suited to their needs and interests. This is evident from the 4Ps used as a marketing strategy by the companies in Oman. Additionally, the study evaluated the extent to which branding impacts on female client’s mind to establish their success in buying or preferences. This is since the type of target market determines the logo design, packaging, the website used in marketing, and other visual elements. In regard to recommendations, this study has noted that car dealers should not only focus on understanding the consumer’s perception……………………………………………………………………………………………………………………………….Please contact us for guidance, support and tutorial services on this assessment in full based on your country of origin and any other instructions
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