The researcher creates, and presents a number of figures, reflecting results from the survey implemented during this study. The researcher further relates information retrieved from the review of literature to answer this study's research questions (Pope et al., 2000).
Chapter V: Discussion, Conclusion and Recommendations
In Chapter V, the researcher recounts the study scenario and relates conclusions regarding the findings from the retrieved information and analysis chapter. In this study's conclusion section, the researcher confirms the retrieved information, along with the survey's responses appropriately addressed the research questions. Based on this study's findings, the researcher ultimately offers recommendation for future researchers to consider for future study efforts. In hindsight, the researcher additionally notes applicable lessons to take away from this study's outlay.
1.4: Aim and Objectives
As every research project mandates the researcher determine the objectives he/she strives reach, the researcher relates the goals he aims to accomplish from this research effort in this section. Defining the specific objectives of this research also allows the researcher to recognize at the end of his dissertation, or perhaps even in the middle of it, whether or not the methodology designate to follow proves appropriate or needs to be altered or adapted, depending on the situation.
The aims for this study include:
Examining the impact of locally adapted TV advertisements on sales revenues of Coca-Cola Company in Morocco during the Holy month of Ramadan.
Confirm that advertisements locally adapted to fit with a specific culture more likely succeed than standardized advertisements.
The following four objectives evolving from this study's goal include:
1. An assessment of advertising theories
2. An evaluation of considerations for marketing to Muslims
3. An exploration of components of advertising to different cultures
4. An examination of Coca-Cola Ads
The following research questions arose from the above objectives:
Objective 1
What are some strategies a company may derive from advertising theories?
Objective 2
What are some of the primary considerations for marketing to Muslims?
Objective 3
What components do advertisers need to consider for different cultures; particularly Muslims in Morocco?
Objective 4
How do Coca-Cola Ads relate to its revenue?
Conclusion
The researcher asserts that similar to advertisements, the literature review evolves as it accesses and adapts samplings of relevant, credible "slices of life" to support the product/idea it aims to "sell." During the Literature Review, presented in this study's next chapter, the researcher accesses and adapts published information regarding the impact of locally adapted TV advertisements Coca-Cola Company produced for the Holy month of Ramadan on its sales revenues in the Moroccan market. Ultimately, this information, combined with results of the survey the researcher conducted will serve to support the researcher's
CHAPTER II
LITERATURE REVIEW
The impacts of Coca-Cola on retail
can be seen in everyday situations
(Economic impact of…, 2000, p. 31).
2.1: Introduction
This literature review, an integral part of this study, proves significant as it addresses this study's questions which the researcher asserts will confirm effectiveness of the use of culturally charged advertisements to increase sales and revenues of the Coca-Cola Company. During the venture through relevant literature, the researcher also examines and compares the attitudes of the different segments of the Moroccan customer (youth, older people) toward the local adaptation of Coca-Cola advertisements to fit with the Moroccan, Muslim world during the Holy month of Ramadan.
This literature review adapts to a thematic characterization and includes the four following sub-headings.
1. Advertising Theories
2. An evaluation of considerations for marketing to Muslims;
3. An exploration of components of advertising to different cultures, particularly
Muslims in Morocco;
4. An examination of Coca-Cola Ads.
Literature Review and Secondary Data
Accessing credible information and data about one's study focus, as well as past projects conducted on approximately related topics proves to be a challenge. Sometimes the research one conducts may be too specific and/or the data available may be unattainable, due to prohibitive expenses or other reasons. In regard to the researcher's dissertation topic "The impact of locally adapted Coca-Cola TV advertisements on the Company's sales revenues"; taking as a case study the Moroccan market during the holy month of Ramadan, from an expansive research effort to collect the existent data, the researcher discovered a myriad of related articles and sources written by various researchers and authors all over the world. Some of these researchers and authors, as the researcher for this dissertation, similarly studied the role of local adaptation of advertisements to cultures, in different countries.
One particularly significant article, published in The...
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