Executive Summary and Critique
- EXECUTIVE SUMMARY
The purpose of the study was to determine the improvements that the organization (NASCAR) needs to embrace so that they improve service delivery to their clients. The sponsorship was not the major issue. Though consumer views were not given an eye they are the backbone of business. They are the main reason why the businesses exist and in future they should not be ignored. The main method of data collections was questionnaire this was recommendable because it gives wide coverage data was fetched from the primary source.
The consumer are passionate and loyal to accomplish two main objectives; increasing brand awareness and to enhance image of the clubs. The sponsorship is needed to foster image of the brand. The main reason of research was to focus on corporate brand enhancement. The brands are well established and favorable to personalities. This gives them a competitive advantage. The marketing time identified consumer test and have tailored the brand in such way that no new brand can challenge them. Among the marketing strategy adopted is celebrity endorsement. The past research shows that consumers are easily swayed when they see celebrity consumer the brand they think it’s the brand that made them celebrity and therefore they also think of becoming celebrity. The choice of driver is mainly determine by the experience he/she has. The driver is the very determinate on people choice of vehicle.
The sport of NASCAR is full of colorful driver personalities and established brand-name sponsors. These athletes are celebrity endorsers and represent the products or brands which sponsor their race cars and racing teams. They are branded with the logo of their major sponsor on their cars, uniforms, helmets, and even in their racing pits. NASCAR drivers also come to be known by the major sponsor of their cars. For instance, during the telecast of a NASCAR event, announcers will refer to these drivers and brands become inextricably linked through sponsorship, and consumers recognize the connection between the two. It is one of the most apparent linkages between an athlete endorser and a product, since the driver and brand are constantly referenced together during the actual competition. In essence, NASCAR drivers could be considered brands themselves. Thus, corporate sponsorship of NASCAR drivers has become a marketing strategy of firms trying to differentiate their brands and influence brand choice.
The marketing theory, which proposes that individuals can more easily process, store, and retrieve information if it is related or similar to previous information or experiences .The match-up hypothesis suggests that consumers response to advertising, or in this case sponsorship, will be impacted by the similarity between the endorser's (NASCAR driver) personality and the brand's personality. According to this theory, the more commonalities between the two, the more likely consumers will remember and relate the endorser and brand, and respond in a favorable manner. Less congruent endorsers and brands may be less memorable and, therefore, elicit weaker responses from consumers exposed to the match It is hypothesized in this study that a stronger congruence, or fit, between driver and brand personality would increase sponsorship effectiveness.
If consumers are exposed to marketing communication that is intended to influence their attitudes and behaviors regarding the product being marketed, the level of involvement the consumer has with the product becomes critical. Studies have shown that product involvement has a moderating effect in these situations
- CRITIQUE
Consumer contribution to facility was ignored the researcher did not give consumers the necessary attentions. Conducting future research that addresses these limitations may further strengthen the sport marketing and sponsorship literature. The study was that optimistic, it was only interested in positive side of the organization. Although respondents were selected using random sampling techniques, their voluntary participation was required and, therefore, the sample may not be completely representative of the NASCAR population. The researcher relied mainly recorded source this may not give fair view of the because of time change.
Another critique of the study is that the findings may only be representative of a specific group (NASCAR fans). Since the study asked respondents to identify their favorite NASCAR driver and his major sponsor, then answer the questionnaire based on that pairing, the results provide insight into the attitudes and intentions of NASCAR fans, but not the necessarily the fans of other individual sports .The social responsibility was ignored in the research, the researcher those not contribution of NASCAR towards improving life of the society. The impact of organization on environment was not mention. It’s also hard to tell if organization is a profit venture or not. The statement aim of the research was not clear.it the indention of researcher must be clear. The research report focus on marketing side so one my wonder if research was made to find new markets
The research questions were not directly addressed to seek qualitative information from the elements. The questions used is questionnaire to not give clear picture on where the organization is moving considered, though data source was enough.The research did not specific the aim of the research was not that appropriate. He does not tell the readers the implementation of the report. Recruitment of assistant to any research project is very important consideration but qualitative researchers often want to obtain the thoughts or opinions of people who have where interviewed. It could have been good if the researcher had given phenomena to express any desertification.
References
Magina .N. (2009). Research methods. Unipress publishes ltd
John.Nresearch methods (2009) longhorn publishers
