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Examining consumer perceptions of scent marketing in Macau's retail setting is the goal of this study. The study focuses on the following two primary uses of scent marketing in retail environments: subliminal application and application as a component of branding strategy. Qualitative research methodology is used. A total of ten consumer interviews produced the data. The findings show that consumers are in favor of scent marketing's use in retail settings. The use of scent marketing as a tool for establishing brands is preferred, and consumers find this approach to scent marketing to be more acceptable than its subliminal application. Although consumers believe that other factors, such as price, are typically more significant than scent when making purchases, the use of subliminal scents was not always evaluated negatively. Unless occasionally when making an unplanned purchase, consumers do not think that a subliminal scent can significantly impact their purchasing behavior
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This research paper analyses the marketing efforts and important attributes of Macau tea restaurants that have been open for more than 20 years, especially the digital methods that tea restaurants have used to sustain their business and meet customers' needs in the era of digital transition after the onset of the 2019 Covid 19 pandemic year. Using online marketing channels nowadays become an important tool for communicating with customers today. Despite the old Tea Restaurants in Macau did not put much efforts on digital channels for communication yet, to find out how tea restaurants survive in the rival restaurant industry in Macau, qualitative and quantitative methods were used to see how they meet the needs of their customers. For the quantitative method, an online survey questionnaire in bilingual English and Traditional Chinese was conducted with 280 respondents on customer purchase habits, importance of restaurants’ attributes and social media insights on tea restaurants, and the data was analysis by SPSS for the relationship and significance. For the qualitative method, 7 interviews were conducted with the business owners of the old tea restaurants which that have been opened for more than 20 years, including marketing efforts and their attitudes towards digitalization. To find out the marketing strategy of Macau’s old tea restaurants in the digital transformation era, it was found that “place” and “product” are the most important marketing mix for customers. Tea restaurant owners focus on product quality, and generate “word-of-mouth” which is customer-generated marketing, and is an effective way to influence customers for local tea restaurants. Meanwhile business owners will consider digitalize in the near future as well to match the new young customers’ online habits and the need for “place” such as online delivery platform
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Muslim community is one of the minority groups in Macau SAR China. Muslims are an interesting group in terms of research because of its diversity in respect to language, nationality, social status, and education level. Groups of people migrate for various reasons such as religion, politics, economy, and education. Individuals experience the age in between nineteen and twenty-four, which fall in the category of youth. Studies of Muslim youths have gained more attention in scholarship, statistical data, and research. The study seeks to understand Muslim students’ life and the needs of this minority group and explores how Muslim students perceive Islam and their own ability to cope with school related cultural pressures through qualitative, phenomenological approach, and focuses on exploring the common experiences of Muslim students in this city. This study used a conceptual framework based on critical race theory (CRT). We use in-depth interviews of five Muslim youth, ages between 19 and 24, to investigate their school life experiences and Islamic practices. We also administered questionnaires and field note to understand their social mobility, social capital and to gain a deeper understanding of their daily lives. A thematic analysis of the interview data produced the following themes: 1) Social mobility; 2) Social capital Relationship with friends; 3) Discrimination and micro-aggressions; and 4) Religion Identity. The study found that the Muslim status of the participants did not have a significant impact on their school experience, as they were able to find accommodation in their practice of religion and school life. However, the multiple identities of the participants as Macau citizens and their ethnic backgrounds did affect their social capital and sense of belonging. The study also examined the experiences of the participants within Macau society, including social factors such as racism. The results indicated that language and ethnicity were factors that hindered their integration into the community. In addition to the original themes, the analysis of the participants' stories in this research revealed two counter-narratives that challenge prevailing narratives. These counter-narratives include the deconstruction of oppressed Muslim women's narratives and the influence of local mainstream religious schooling on Muslim students' religious loyalty. These alternative narratives provide new insights into the lives of Muslim youths and challenge conventional stories. The findings of this study have important implications for educators, academics, and members of both Muslim and non-Muslim communities. By allowing youth to establish broader connections with society and increasing their motivation to participate in and contribute to the community, this study highlights the need for inclusive educational environments that support the diverse identities of students. Furthermore, the study provides young Muslims with a voice in society, empowering them to challenge dominant narratives and promote counter narratives that reflect their experiences and perspectives to meet critical race theory ethos of ongoing active struggle
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This dissertation examines consumers' perceptions of food influencer content on Instagram and the relationship between exposure to food influencer reviews and consumers' intention to visit restaurants in Macau. A mixed-method research design was employed, combining quantitative survey data from 301 responses with qualitative insights from one focus group session involving six participants. The findings suggest that consumers find food influencer content entertaining and inspiring for dining out and exploring new culinary experiences, but they express concerns over its credibility. While food influencer content has a good exposure to consumers, it has a moderate impact on consumers’ restaurant choices, with various factors affecting the relationship. The results highlight the importance of perceived trustworthiness and enjoyability of food influencer content, the visual appeal of food and restaurant environments in photos, and personal relationships in shaping Macau consumers' visit intention to restaurants. The findings can serve as a basis for future research on credibility perceptions of food influencers, the enjoyability of influencer content, and the visual appeal of food and restaurant environments on Instagram. Practically, food influencers should prioritize transparency, authenticity, appealing photos, engaging captions, and leverage the role of personal relationships to increase their impact on consumers' restaurant choices
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