Write a 7 page essay on Research Planing Proposal.
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To gain competitive advantage, companies need to find the factors that influence buying decision and loyalty of customers, especially in the masstige brand category which is fairly new to commerce, being only half-century or so old (as a recognised category). As the differences between the brands tighten and the differences in the prices gets closer, the customer’s perceptions of brand and price, as well as the marketability of a particular masstige product become of increased importance to companies which exist between prestigious and mass-market categories. The rationale is that, if research can better understand the impacts of brand and price on customer purchase habits in relationship to the company marketability, a stronger framework for customer relationships and building customer perceptions towards the masstige products can be built. The ultimate goal of doing so is to promote better marketing procedures for companies in this ‘middle class’ bracket.
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