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1

Sport Sponsorship as a Promotional Tool: Special Focus in Albania Business-to-Business (B2B) Perspective

100%
Koc M.
Creative and Knowledge Society
|
2013
|
vol. 3
|
issue 2
28-38
EN
Purpose of the article The purpose of this article is to determine whether Sport Sponsorship was utilized by some Albanian companies as a promotional tool in their marketing efforts. Since the world included low population with limited goods and products in the past, the marketing and selling of the products were very simple. As the population grew and economies started thriving more diverse products and attractive products and goods were represented with a higher quantity in the global markets. Albania was not an exception to this fact, especially in the fields of business to business marketing. The competition occurred between companies in an attempt to attract more customers for buying goods and services. Strategically located in Europe, an important part of business of sports “sport sponsorship” has become as important part of marketing communication mix for many companies in Albania today. Therefore, the main aim of this paper is to provide better understanding of the use of a sport sponsorship as a communication tool in Albania and the objectives linked with this kind of sponsorship. Methodology/methods This is a qualitative study, although a quantitative method is used. Four companies were analyzed, from different industries, and two of them are supporting local football team, whereas two are/were sponsoring national ones. Initially surveys were distributed to four well-known companies in Albanian market; it was somehow difficult to gather the results of the surveys in terms of “locating the person to communicate with on behalf of the company”. However, this was easily overcome by contacting in advance.Conclusions In conclusion, the overall conclusion of this paper was that, in Albania companies sponsor because of the team’s media appearance and the objectives from a sport sponsorship are to increase sales and make people more aware of their brand and become accustomed to it.
2

Determinants Considered by Consumers for Brand Selection - with Reference to Laptops in Albania

63%
Plloçi M., Koc M.
Creative and Knowledge Society
|
2014
|
vol. 4
|
issue 2
EN
Purpose of the article There is relatively a big number of brands in the market of laptops nowadays in Albania. It appears that the number of brands offered in this market could easily be compared to the number of brands in Europe and even broader. The purpose of this study is to help Albanian vendors understand the criteria that consumers take into consideration when they make the decision to purchase a laptop. Methodology/methods The research is based on the collection and the analyses of the primary data collected through interviews to people like managers or employees who work in the sector of trading laptops or in businesses like education where laptops are broadly used recently; then a survey is done through a questionnaire delivered to customers who already own and use a laptop and customers who are potential buyers of laptops. Scientific aim The aim of the research is to identify if there are any relationships between the demographics of the consumers and the criteria of buying a laptop; on the other hand, to find out how is the relationship between the demographics and the features of different brands. Findings The study found out that Albanian consumers have good knowledge of laptops and their brands, and they use different sources of information for making their decisions in buying a laptop; it is found that there are relationships between some demographics like age or gender and the appraisal for some attributes of the laptops like price, design and high graphics card; it is also found that some technical features and other attributes of using laptops are some of the determinants that influence the laptops’ purchases. Conclusions It is realized that one of the most important demographics of the consumers is their age. Some core features like RAM, ROM, battery life, processor quality, light weight or attributes that are connected to the purposes of using the laptop computers like practicality and mobility in using them, work and studying processes, quick access to the internet are determinant factors which influence the decision making process of purchasing a laptop. I would recommend that future researches be focused also on the relationship between the customers’ income and their preferred brand or ranking brands according to the customers’ preferences. Such studies should also extend outside the city of Tirana.
3

Two Methods Of Creative Marketing Research Neuromarketing And In-Depth Interview

63%
Ozdemir M., Koc M.
Creative and Knowledge Society
|
2012
|
vol. 2
|
issue 1
113-117
EN
Creativity is one of the most important concepts nowadays' business environment. The purpose of this article is to determine whether neuromarketing and in-depth interviews complete each other in terms of allowing marketers to to create more creative marketing strategies on how customers really feel.Raising global competition pressure does not allow marketers to ignore it. Marketing is a field that is most sensitive to such influences. New point of view most times gives an advantage in the marketing field. It helps to develop creative strategies.Two methods of creative marketing research: neuromarketing and in-depth interview were analyzed. Creativity is a potential which must be developed as a source of further development. It is a source natural to all people, a source that has a motivational effect. Creativity may be developed. Constant education is required. It is necessary to remove barriers and establish opportunities for creative thinking, reduce habitual stereotypes, release space for searching and find further alternatives. Significance of marketing in nowadays business environment is out of any doubts. Companies world wide spend trillions of dollars each year on Advertising, Marketing, and Research and Develoment. For decades, advertisers, marketers, and product developers are making an effort to apply social psychology to discover the tools to tap into the consumer's brain. Some marketers believe that most of biases occur because of responses changed by the customer's conscious mind. Development of technology gives a wide range of opportunities for the new generation marketing research. In conclusion, it is clear, that neuromarketing and in-depth interviews may complete each other and draw together more accurate picture of what the customers really feel, that allows marketers to create more competitive creative marketing strategies.
4

Changing Tourism Consumer Behavior: The Impacts on Tourism Demand in Albania

63%
Kasapi I., Koc M.
Creative and Knowledge Society
|
2012
|
vol. 2
|
issue 2
16-34
EN
Purpose of the article Exploring the nature of tourism behavior has traditionally been very complex. Adding to it the fast pace changing environment, the study becomes even more complicated. The purpose of this research is to shed light on the relationship between factors affecting tourist behavior and tourism demand in Albania. Methodology/methods Tourism demand has generally been measured in terms of ‘number of people entering and exiting the borders of a country’. In order to ensure the feasibility of this study, ‘tourism demand’ is measured in terms of ‘frequency of travels’. To accomplish these objective, an online survey questionnaire was developed and administered across the population of Tirana and Durres, the largest cities in Albania, which also represented the population (N) upon which the sample size was drawn. Scientific aim Scientifically, the research aims at testing the relationship between the sample’s monthly income levels, denoted as the independent variable and ‘frequency of travel’, denoted as the dependent variable. Findings The results of the research show that there is a significant association between these two constructs. That is, with x2 (1, N = 133) = 102,581, p= .000 < 0.01, the Null Hypothesis is rejected, and the Alternative Hypothesis is accepted. Conclusions From the study it is concluded that the higher the Monthly Income levels of the Albanian tourists, the higher the frequency of travels. Nevertheless, like in every other study there are also limitations involved with this particular study, as well. The lack of reliable quantitative data concerning the Albanian domestic tourism is one among the most crucial ones.
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