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Sentiment Analysis of Protein Bar Consumers for Effective Digital Marketing in Irish Retail Sector - A Behavioural Approach

Hallur, Niranjan Ashok (2021) Sentiment Analysis of Protein Bar Consumers for Effective Digital Marketing in Irish Retail Sector - A Behavioural Approach. Masters thesis, Dublin, National College of Ireland.

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Abstract

A good marketing design promotes successful conveyance of information about the product or a service to its customers. It is considered as a medium through which organisations acquire their customers and capture potential markets. A conventional marketing strategy aims to bring a product to its customers through promotions, public relations and advertising. However, conventional marketing is not effective in communicating with the consumers on other wider segments like convenience seekers, relationship seekers and it lacks in defining the online audiences. Digital marketing targets these issues affordably. It allows organisations to communicate with wider sections of customer through digital media. This study is focused towards improving the efficiency of digital marketing approaches for protein bars segment in the Irish Retail Market through data mining and sentiment analysis. Research also highlights the market analysis on the variety of protein bars being sold in the Irish retail market and also the customer analysis highlighting the number of consumers that are currently purchasing form various online platforms. Reviews and comments from these platforms were mined to identify the customer opinions. A Sentiment Analysis algorithm was used to determine the emotional polarity towards the various protein bars. The analysis indicated higher levels of positivity for local brands. The study also sheds light on digital marketing approach based on behavioural personalisation for the indicated results. The accuracy of the algorithm was tested at 93.45% and the research indicates, behavioural personalisation through sentiment analysis can help contribute to e-commerce community in the process of inventory management.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > e Marketing
D History General and Old World > DA Great Britain > Ireland
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > Master of Science in Management
Depositing User: Clara Chan
Date Deposited: 10 Feb 2022 13:57
Last Modified: 10 Feb 2022 13:57
URI: https://norma.ncirl.ie/id/eprint/5412

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