SUCCESS FACTORS OF
EVENT MARKETING (LG ELECTRONICS AND SAMSUNG ELECTRONICS)
By
ABSTRACT
The trends in event marketing have been emerging for the past decade. Many companies opt for event marketing due to its success in reaching the objectives of the company. This study is aim to discover the factors influencing participating event and the success factors of event marketing between two subjected companies; LG and Samsung. These two companies are the largest Korean companies in the world, which provides the market with numerous high technological innovations. By using numerous past studies conducted by different people, a set of independent and dependent variables have been developed as a theoretical framework for this study. Other than the secondary data collection, primary data collection using questionnaires was conducted. The questionnaires were distributed during recent PC Fair 2003 held at Putra World Trade Centre (PWTC). These data are then analyzed using SPSS program to find out the relationship between the independent and dependent variables while trying to prove the hypotheses pre-developed. Different tests have been conducted for different variables to achieve the hypothesis. The analysis found out that age and educational level does not influence the success of an event. Moreover, the analysis also found out that different types of event would bring different effect on the success of an event. In addition, most of the respondents stated that exhibition centre is the best location to organize an event compared to others. Computers and Information Technology devices is the product that will attract most of the people to visit the event. The different success between LG and Samsung was also pointed out with recommendations according to the results obtained. The result will not only benefit the two companies, but also will give some overviews to other companies.
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Bachelor of Arts (Hons) In
Marketing
December 2003