Browsing by Subject "Marketing"
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Item Restricted Color Theory in Marketing Targeting Gen-Z in the DACH Region(2023) Nicole Bianca Gusel; Glarou, Despoina; Ülker, Barış; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract This study explores and investigates the importance of color theory in creating marketing targeting Gen-Z in the DACH region. This study provides a general understanding of color theory and how color can support the creation of successful marketing. The literature review will discuss the different symbolism of colors for the DACH region, followed by the use of color in marketing - specifically in the branding context and consumer behavior. Additionally, the study used a mixed-method approach. An online survey and interviews were conducted to generate knowledge about the topic further. The results were analyzed and provided the foundation for an in-depth reflection of the results gathered. At the end of this study, limitations are presented, and directions for providing future research topics are displayed. Color theory in marketing play an essential role, specifically in branding, to increase brand recognition and awareness. Furthermore, colors subconsciously affect consumer behavior and trigger different emotional responses depending on the combination. During this study, the effects of eight colors were discussed; however, in the survey, only the associations of six out of the eight were asked in detail. The reason for choosing only six out of the eight colors is due to the length of the survey and the focus on the primary colors often used in marketing. Nevertheless, all eight colors are mentioned in this study. Keywords: color theory, marketing , DACH region, Gen-Z, consumer behaviorItem Restricted Gender Stereotypes in the Design of Toys and Toy Packaging(2022) Mina Brattsti Bache-Mathiesen; Anwandter, Juan Almarza; Wittner, Benjamin; Faculty of Architecture and Design; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: Children are exposed to gender stereotypes from a young age, and these stereotypes are evident in various aspects of their lives, including achievements, education, and toy preferences. Toys play a significant role in children's development and learning, but the use of gender stereotypes by toy designers and manufacturers perpetuates the notion that there is only one correct way to be a boy or a girl. This thesis investigates the effects of gender stereotypes on children through toys and explores the relationship between innate desires and learned behavior. It examines the development of gender-specific toy design and the approaches employed by designers and manufacturers. The thesis aims to benefit graphic designers by promoting a cautious design approach, parents by encouraging progressive upbringing, and toy manufacturers by advocating for inclusive design, marketing, and advertisement. The scope of the thesis focuses specifically on gender stereotypes in toys for children, considering their impact on cognitive abilities, imagination, creativity, and consumer purchasing decisions. The research encompasses children between the ages of two and twelve, acknowledging that this is a crucial period for social influence. The thesis draws upon data from Western civilizations, primarily the United States and Europe. It acknowledges the existence of other gender identities beyond male and female but limits the analysis to these two genders due to the limited available data. The methodology employed consists of a literature review, examining existing publications, articles, and studies on gender stereotypes, cultural aspects, gender relations, and children's behavioral habits. It also explores the historical background of gender signifiers such as pink and blue. Additionally, the thesis investigates toy design, marketing, and advertising, considering children's preferences and gendered design. The data collection involves analyzing books, journals, case studies, articles, and videos. Keywords: gender stereotypes, children, toys, toy design, gender-specific design, literature review, cultural aspects, gender relations, cognitive development, marketing, advertisingItem Restricted The Impact of AI-enabled Crm on Marketing in Small and Medium-sized E-commerce Businesses(2023) Ranu Dongra; Artinger, Florian; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: This thesis aims to examine the impact of AI-enabled Customer Relationship Management (CRM) in small and medium-sized e-commerce businesses in Germany and India. The adoption of Artificial Intelligence (AI) in CRM is emerging as a solution for businesses in their marketing operations. The research addresses the competitive advantages including customer personalisation, segmentation, lead generation, targeting, data, and predictive analysis. This study gathers a mix of qualitative and quantitative approaches where survey respondents (N=30) and Interviews (N=10) include case studies of marketing professionals and executives. The research questions are analysed with two hypotheses which explains the value of AI in CRM for small and medium sized e-commerce businesses. The AI features in CRM provided by MoEngage are deeply analysed. The results show e-commerce businesses improve customer engagement and sales by effective personalisation and segmentation after implementation of AI-enabled CRM. Keywords: Artificial Intelligent (AI), CRM, AI-enabled CRM, small and medium-sized businesses, e-commerce, marketing, Segmentation, Personalisation