An exploration into customer perception of sustainable attributes in alternate primary and secondary markets

Bhardwaj, Munisha (2017) An exploration into customer perception of sustainable attributes in alternate primary and secondary markets. [Dissertation (University of Nottingham only)]

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The following dissertation is based around exploring customer perception in regards to sustainability in both primary and secondary markets. The study has been driven from the rise of environmental concerns and how businesses and social groups are trying to expand consumer base and encourage more consumers to be more aware and ecological. Therefore, this study aims to explore current consumer perception and knowledge around sustainability, and understand how important this attribute is to the individual when purchasing a high involvement good. The research will involve primary (first hand) and secondary (second hand) consumers, in order to gain a more valid data collection of different types of purchasers.

The research methodology involved was qualitative Questerviews, this research design involved ranking tables, which then was used further in semi structured interviews to explore consumer perceptions. From analysing the findings it was found that price was the most important attribute for consumers over the other attributes. However, the findings also found that the second most important factor was ecological, consumers are aware and have willingness to adapt to change and new innovations. The findings established that there was no major difference in first hand and second hand consumer responses in both price and ecological. However, secondary consumers portrayed less concern for brand, status and performance in comparison to the primary consumers.

Keywords: Sustainability, Price, Brand, Value, Primary, Secondary, Needs and Wants, Society, Perception, Attitude, Change and Consumption

Item Type: Dissertation (University of Nottingham only)
Depositing User: Bhardwaj, Munisha
Date Deposited: 10 Apr 2018 13:53
Last Modified: 17 Apr 2018 15:08

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