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Mikayilova, Khatira (2016) The Travel Patterns of the Young People of Nottingham: A Market Research Study for SNAP, a Coach Travel Startup Company. [Dissertation (University of Nottingham only)]

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Abstract

Purpose: The purpose of this research is to alleviate entrepreneurial uncertainties for SNAP by studying previous research and literature on start-up companies as well as through identifying common travel patterns for the target segments of Nottingham population.

Design/methodology/approach: The company that this research focused on is SNAP. In order to conduct this study both methods: quantitative and qualitative were used. Primary data was collected through online surveys and a focus group. Additionally, secondary data from various sources such as books and articles were applied in order to create theoretical frame of reference for the project. Some simple statistics were used to assist in the analysis.

Findings: As a new venture that seeks to specialize in coach travel, it is vital for SNAP to understand the Nottingham coach travel industry through apprehension of the consumer travel behaviors and the offerings already existent in the market. With this in mind a series of recommendations were made. First the existing SNAP business model is supported. Additionally, the following recommendations were identified by this study: comfort and branding are important, additional demand should be created in July and August and a strong focus on encouraging word of mouth interaction through social media will allow for lower advertising costs.

Originality/value: This study can be used to inform SNAP management regarding the target markets and marketing approaches for these markets.

Keywords: Start-up, Market Research, Marketing, Segmentation, and Positioning.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	Mikayilova, Khatira
Date Deposited:	18 Apr 2018 09:15
Last Modified:	24 Apr 2018 14:24
URI:	https://eprints.nottingham.ac.uk/id/eprint/36386

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