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Essay Available:
Pages:
10 pages/β‰ˆ2750 words
Sources:
Check Instructions
Style:
MLA
Subject:
Business & Marketing
Type:
Research Paper
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 51.84
Topic:

Consumer Behavior

Research Paper Instructions:

double-spaced!!! I don't know how to change the setting to double-spaced over single-spaced. I already took the poll and will link the responses with the charts.
Chose Spotify as my company.
The research project will be carried out on a company of your choice. The purpose of the research project will be to provide a “real world” insight into the topics we cover in class. The project will be based on the Model of Consumer Choice Behavior presented to you Week 2. I would like you to pass out your questionnaire (sample questionnaires are included in the POWEROINT PRESENTATION Week 2) to a total of 30 people, 15 who represent consumers who use the products/services sold by the company you chose, and 15 who represent consumers who do not use the products/services sold by the company you chose. You can collect the data either in person or on the Internet. You should summarize the results from the data you collect, and compare the 2 groups of consumers on each question asked. You can use simple percentages, a bar chart, or any other format that you choose to compare the 2 groups of consumers. These results should then be listed in a Table that is presented as an Appendix. The research project should be a 10 double-spaced typed page report (not less than 10 pages and not to exceed 12 pages) not including Append
I've attached a word document with the responses in chart form from the survey I created. If you can't read some of the charts, I've attached an excel sheet with all of the questions and responses from the survey. It's easier to read on google forms, but I wasn't sure how to attach that link. If you need it for reference, do not hesitate to ask. I also have a 4 question paper due for the same class, 2 of the questions needing information/summaries of the research paper. If possible, I'd also like to assign you that paper.
Thank you!

Research Paper Sample Content Preview:

MARKET CHOICE BEHAVIOUR
RESEARCH PROJECT
SELECTED COMPANY : SPOTIFY
[STUDENT NAME]
[COURSE ID]
[INSTRUCTOR]
[INSTITUTIONAL AFFILIATION]
[DATE OF SUBMISSION]
MARKET CHOICE BEHAVIOUR
Section I: Introduction to project
The selected company is Spotify. Spotify AB, is a technology firm that is owned by Spotify Technology S.A. It is a Swedish audio streaming and media streaming service provider located in Luxembourg. The company was founded by Danial Ek and offers an array of audio streaming and media services that are packaged to suit specific market segments (Spotify, 2021).
Description of products
The premium package is an individual monthly subscription package that is priced at $9.99/month. This package has features such as ad-free listening, online and offline playback and on-demand playback among others (Spotify, 2021). One month free trial is offered to premium package users. The second service package is Spotify Duo, which is a monthly paid subscription priced at $12.99/month and comes with 2 premium accounts. Duo mix is popular for its regular music preference updates. The Spotify Family package comes with 6 premium accounts and is priced at 14.99/month (Spotify, 2021). It comes with 6 premium accounts, and has features such as family mix, explicit music blocking, ad-free listening, Spotify kids and comes with one month free trial (Spotify, 2021). The fourth package is Spotify Student package that is priced at just $4.99/month and comes with one account, and has an ad-free supported option.
Problem Identified
The problem identified is that Spotify is losing a significant market share to its dominant competitor, Apple. The user preference is increasingly growing towards paid subscription rather than free subscription. Thus the study of the market and competitive environment is essential to determine choice behavior. The factors that comprise market choice behavior are conditional value, social value, epistemic value, emotional value and functional value. The trend in the music streaming and paid subscription industry is moving away from free subscription, towards paid subscription (Shah, 2018). A survey was conducted among a same population of 30 participants who were randomly selected. The survey was conducted online using Google forms to collect data. The participants comprised of Spotify users and non-users. The sampling rationale was motivated by the need to understand factors that motivate decision to use or not use spotify, or other paid subscription streaming service.
A MODEL OF BRAND CHOICE BEHAVIOR
The research will be analyzed based on the brand choice behavioral model depicted in the diagram below.
Section II: The Questionnaire:
Participants were polled on whether or not they used Spotify. The result was unanimous with 100% of the respondents acknowledging that they used the service. In the 4P model; product and price largely inform market choice behavior. Therefore, Spotify should expand its service offering, and improve service quality. Given high service quality and a wider product range, users will be spoiled for choice.
Participants were asked to specify a preferred Spotify alternative. On this question, participants gave varying responses. A total of 15 respon...
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