• Login
    View Item 
    •   DBS eSource Home
    • School of Business & Law
    • Business & Management
    • Business & Management (Masters Theses)
    • View Item
    •   DBS eSource Home
    • School of Business & Law
    • Business & Management
    • Business & Management (Masters Theses)
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Attitunes. An exploration into consumer perception of, and attitude towards of digitally compressed music

    View/Open
    Restricted Access (45.63Mb)
    Author
    Pluymen, Brian
    Date
    2005
    Degree
    MA of Business Studies
    URI
    http://hdl.handle.net/10788/2551
    Publisher
    Dublin Business School
    Rights
    Items in eSource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
    Metadata
    Show full item record
    Abstract
    The study explores a new phenomenon to the music market, MP3. Though MP3 has been around for a while, it is only now coming into focus of the mainstream consumer. The study set out to assess consumer attitude towards this new product. It explores relevant theory in regards Consumer Behaviour research and takes a closer look at MP3. The technique of Triangulation was used to firstly gain an understanding of beliefs about MP3, via a focus group. The data obtained from this source was used to develop a questionnaire to obtain subsequent primary data. The questionnaire is designed to measure 'attitude to MP3' using a Multi Attribute Attitude Model, which in turn was based on the Perceived Characteristic of Innovations theory. Seventy-nine respondents, from two separate groups completed the questionnaire. The findings from the questionnaire illustrate the research question to the extent that awareness of MP3 is high, yet knowledge of the differentiating factor of MP3, it being a digitally compressed file format, is low. The findings also illustrate that; overall, the stated attitude towards MP3 is considerably more positive when compared to the outcome of the attitude assessment using the Multi Attribute Attitude Model. The findings support the recommendation to the marketers of MP3 and related products to inform their users about their product, keeping in mind that many respondents expressed concern about the technology involved.
    Collections
    • Business & Management (Masters Theses)

    Browse

    All of DBS eSourceCommunities & CollectionsBy Issue DateAuthorsSupervisorTitlesSubjectsThis CollectionBy Issue DateAuthorsSupervisorTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage Statistics

    DSpace software copyright © 2002-2016  DuraSpace
    Contact Us | Send Feedback
    DSpace Express is a service operated by 
    Atmire NV