Business Commons^™

The Life Of Una Estudiante Americana: Here Y Allí, Madeline Kastel

Honors Theses

The purpose of this study is to analyze the differences between studying Spanish at an American university, Western Michigan University, in Kalamazoo, Michigan to that of a study abroad program at La Universidad de Burgos, in Burgos, Spain in three main areas: teaching styles in classes, extracurricular activities and student experiences.

To begin this study, it is important to note the differences in demographics and available public transportation where each study took place: Kalamazoo, Michigan, USA and Burgos, Spain. In Kalamazoo, students have the option to use the city bus system, the Metro, for free, but tend to use their …

Cannabidiol (Cbd) & The Confused Consumer: How A Lack Of Leadership And Education Is Stunting Cbd Growth, Katelyn Wandel

Honors Theses

This paper expands upon previous research conducted to observe and determine the impact and relationships of factors like knowledge, trust, and intent to purchase for controversial products among consumers. Cannabidiol (CBD) is the primary controversial product further explored in this paper. The objective of this paper is to analyze the results in this research and how they relate to the question would clearer regulations, more standardization, legal guidelines, and general knowledge enhancement impact overall product trust and purchase intent of products? In addition to this primary research objective, analysis of sources and factors that impact and threaten the level of …

Our Voices: Getting To Know Autism - Creating An Informative Website For Autistic College Students, Ashley Wagner

Honors Theses

This study was done in effort to understand the thoughts and feelings of autistic adults relative to life transitions and resources available. We surveyed key stakeholders; specifically autistic students, but also family/caregivers of adults. Six surveys were created, each based upon different themes: camouflaging, life transitions, managing mental health, overstimulation, social communication, and family and caregiver perceptions. Our surveys were marketed on Western Michigan University’s campus and through social media and are still ongoing. Trends in the data, however, suggest that overall autistics have concerns about how their disabilities impact life in or shortly after college. Many respondents expressed they …

Covid-19 As An Industry Accelerant, Betty Huang

Honors Theses

The coronavirus pandemic, declared as a national emergency on March 13th, 2020, has caused extreme social and economic disruption all over the world, forever leaving a distinct imprint on history. Although many companies struggled immensely, either barely pulling out of the pandemic alive or having to completely shut down, several other companies have found ways to flourish during this unprecedented time.

The beginning of the pandemic brought lowered advertising rates. Several companies made the marketing decision to run campaigns during this time to take advantage of these lowered rates while creating a company response to the pandemic itself. The world …

What Are The Effects Of Socio-Political Stances Marketed Through Social Media?, Brianna Trierweiler

Honors Theses

This thesis explores the intricate dynamics between socio-political stances and consumer behavior on social media in the ever-evolving digital landscape. Stemming from MKTG 3710 research, it delves deeper into the impact of socio-political views on consumer social media habits, offering valuable insights for marketing and societal understanding. Structured into background, secondary research, and qualitative research, the study emphasizes understanding the intersection of socio-political views and social media in the digital age. Recognizing its profound influence on marketing strategies, public discourse, and societal values, the research explores the complex dynamics of this connection and its wider implications. Secondary research includes an …

What Are The Essential Elements Of The Customer Journey Experience For Food Delivery?, Benjamin Famiano

Honors Theses

As more restaurants start to adopt ghost kitchens to fulfill online orders, those restaurants need to know which customers would be satisfied with the fact that a ghost kitchen is preparing their food, and if not, what can restaurants do to appeal to those customers. Will the use of ghost kitchens have a negative effect on the consumers trust and satisfaction level or will it have positive or neutral effect? To answer this question, we conducted a survey using 100 random respondents each from New York City, Chicago, and San Francisco. We collected the demographics of the respondents and then …

The Importance Of Public Space During The Covid-19 Pandemic With A Case Study Of The City Of Kalamazoo’S Kik Pool, Natalie Baker

Honors Theses

No abstract provided.

Exploring The Perception Of Sponsored Posts On Instagram, Mahek Verma

Honors Theses

Influencer marketing has grown immensely, and consumers are now frequently interacting with and making decisions based on content published by influencers on social media. This thesis explores how different types of endorsed influencer posts are perceived along with how the type of endorsed post can impact a consumer’s perception of the product and brand being endorsed. Using self-administered questionnaires, semi-structured interviews a simulated influencer content browsing experience, this research examines differences between influencer endorsements officially sponsored by a company, endorsements of products merely gifted by the company, and endorsements of products with no company involvement. Research findings identified a lack …

Remote Careers And Entertainment: The Shift From Gaming Console Entertainment To Pc Capabilities, Jacob Sanderson

Honors Theses

This study arose from a conversation with my roommate about the state of the gaming industry in terms of devices on which consumers play. We perceived a shift in our attitudes towards gaming PCs due to Covid-19 and other aspects. I wondered if this affected a wider population. If this change in attitude was widespread, it would affect different companies in the gaming industry as well and would alter consumer behavior related to large purchases in the gaming industry.

To examine these issues, I conducted five in depth interviews and administered a survey developed through Qualtrics to two WMU business …

Wmu Essential Studies Program: Creating Awareness For The New Required Curriculum, Catherine Lemus

Honors Theses

In the Fall semester of 2020, the WMU Essential Studies (WES) Program officially launched. This new program replaces the previous WMU General Education curriculum which was over 30 years old with curriculum concepts over 100 years old. While the WES program was not allocated any financial or human resources by Western Michigan University as its inception, it required assistance in creating messaging and content to help educate multiple audiences including current and prospective students, WMU faculty, WMU staff, and local community members. Catherine Lemus stepped in the role of WES Strategy and Marketing Assistant with the guidance of Prof. Greg …

Marketing Plan For The Foundation Scholarship Program, Marissa Chupp

Honors Theses

The Foundation Scholarship is a full-tuition scholarship for incoming freshman who meet the scholarship’s criteria at Western Michigan University (WMU). Along with the scholarship funds, the Foundation Scholar program aids students by providing a solid community of peers and mentors. Since the program’s debut in 2015, there has been no marketing plan set in place. This thesis is devoted to the creation of a marketing plan that can be used as a guideline to promote the Foundation Scholarship. The goal of this marketing plan is to persuade donors to give to the program and incoming WMU students to apply for …

Western Michigan University Stallions Club Hockey Business Plan, Zachary Roberts

Honors Theses

This project discusses the different areas in which the Western Michigan University Stallions hockey club can improve their organizational structure. Being a part of the club from 2015 – 2019, I saw the tremendous amount of growth that the club had throughout Western Michigan University and the hockey world, but also understood that there was much room for improvement. By addressing these issues and offering solutions of improvement, the club will have a strategic direction to move forward with and implement.

The objectives of this plan are: (1) improving internal operations (2) increase involvement with the Kalamazoo community (3) increase …

What's Wrong With The Tap? Examining Perceptions Of Tap And Bottled Water At Western Michigan University, Lindsey Makos

Honors Theses

Distrust in tap water seems to be increasing in the United States with a consonant increase in single-use bottled water. As a result, I was intrigued to explore the behaviors and opinions of Western Michigan University (WMU) students in Kalamazoo, MI towards bottled water. Specifically, I initiated a study to examine student’s perceptions and use of tap water and bottled water. To study water consumption habits on WMU’s campus, I replicated a Purdue University study from 2011. In addition, because of the high profile of the Flint Water Crisis, particularly in Michigan, I added a section that focuses on the …

Kalamazoo Fc Social Media Plan, Brittney Wojcik

Honors Theses

Social media presents itself as a far-reaching and cost-effective tool to not only reach, but also to engage with potential audiences. As social media usage is becoming more commonplace, it is increasingly important for companies to understand their place within the social media realm.

Kalamazoo FC is a local semi-professional team in their third year of play. They are looking to expand their target market to include those of millennials, college students, and Latinos. Herein lies a comprehensive social media plan that contains detailed information regarding the team, new markets targeted, and social media platforms currently used by the team. …

Marketing Plan For West Hills Athletic Club, Loai Maddah

Honors Theses

In the recent past, the trading environment has increasingly become competitive. Businesses are adopting various strategies to survive in the dynamic business environment. One such business is West Hills Athletic Club, which is located along South 11^th Street, in Kalamazoo, Michigan. The fitness center was organized and incorporated in 1973. It was opened in 1974 and it has eight indoor courts for tennis. As of 1976, the enterprise expanded to twelve courts. In 1988, the firm converted 2 tennis courts to incorporate a track, basketball, and fitness equipment. In 1998, the facility was donated to the Western Michigan University. …

Cultivating Cultural Exchange: Improving University Study Abroad Programs, Katherine Crawford

Honors Theses

My affinity for culture, both foreign and domestic, has greatly shaped my life and future career path. As I have been frequently reminded, I did not take the “typical” exchange route. However, I accredit this atypical experience to my passion towards the subject. My first immersive cultural experience occurred during a yearlong, high school, Rotary led exchange to Bourges, France. Simply put, it changed my life. I encountered the culture first hand, accepting a new normal: bisous greetings, daily baguettes, and a well-structured hierarchy. Within six months, I considered myself fluent in the language. I lived with French families, was …

Millennial Attraction To Southwest Michigan – Retaining And Attracting Millennial Talent To Our Region’S Companies, Robert Nyhuis

Honors Theses

Businesses in our region and in our country today have a unique opportunity being presented to them. Four generations of employees are walking through the doors of our companies each day. To expect that each generation can be catered to the same would be ignorant for a CEO or manager to believe. It’s common knowledge that this new generation entering the workforce, the millennials, are unlike any other generation to come before in regards to their workplace necessities and demands. Technology, diversity, and flexibility just scratch the surface when it comes to what the millennial generation is looking for when …

Permissions Between Creators And Users: An Investigation Of Particulars In Privacy Policies For Mobile Apps, Abbigail Griffith

Honors Theses

Mobile apps create a space for users to share information with other users and, in doing so, the creators of the applications. Generally, the greater amount of sharing information that occurs between users and creators enhances the experience of the apps for both parties. However, the extent to which mobile apps use this information can cause concerns with users about privacy due to the unknown practices of mobile apps relevant to data collection, data sharing, and data storage.

Documents, such as privacy policies, exist in attempts to moderate these concerns. Additionally, mobile apps offer in-app features for the same reasons. …

Women Leaders In Marketing: Breaking Through The Glass Ceiling, Hallie Green

Honors Theses

Introduction: During my internships I was able to work with and meet women leaders in marketing. Through our discussions I learned that gender roles are still prevalent in large companies today. Many of the women I worked with talked about struggles women face in their career that men do not. There were strong emotions that women did not get equal treatment for their contributions to the company. I was surprised by these statements, especially from seemingly successful women. This thesis will be an exploration of the difficulties professional female marketers face, and the ways women that are starting their career …

Treat Transparency, Amanda Van Giesen

Honors Theses

Snacking is Growing at an Alarming Rate

As modern lifestyles change, and consumers grow ever busier, snacking is becoming a more important part of the traditional consumer’s schedule. According to Nielsen, global consumers spent roughly $374 billion dollars on snack foods between the years of 2014 and 2015 (Nielsen, 2014).

Why Students?

With college students potentially becoming customers as they begin to make their own purchase decisions, an analysis of this group and their relationships with snacks is key for manufacturers. According to my study, 73.5% of survey respondents indicated that they have consumed seven or more snacks during the …

Western Michigan University’S Department Of Dance Marketing Plan, Cassandra Hartline

Honors Theses

The following report constitutes the formal marketing plan for the department of dance at Western Michigan University. This plan is intended to synthesize all of the marketing related information pertinent to Western’s dance department and provide easy one step access to this material at any time. The other purpose of this plan is to dictate the primary objectives the department is looking to accomplish through implementation of marketing tactics.

The first primary objective includes increasing visibility of the department of dance as a whole to both our primary and secondary target audiences; the second objective is to create innovative marketing …

Cross Cultural Study Of Food And Consumer Packaged Good Products In A New Market: Case Study In Thailand, Savanna Everett

Honors Theses

This study examines whether there are differences in consumers’ shopping behavior due to cultural orientation. The study uses comparing samples of American and Thai culture on two occasions. Theory suggests that these two cultural groups have dramatically different shopping practices. Thai, raised in a collectivist society that values price consciousness and sophistication in money handling, differ from Americans raised in an individualist society that traditionally do not have the same values (Ackerman and Tellis 2001).

We argue that differences in culture provide the most likely explanation for the differences in prices between the two types of super markets. The overall …

Cross Cultural Study Of Food And Cpg Products In A New Market: Case Study In The United States Vs Thailand, Mariel Dehn

Honors Theses

This study examines whether there are differences in consumers’ shopping behavior due to cultural orientation. The study uses comparing samples of American and Thai culture on two occasions. Theory suggests that these two cultural groups have dramatically different shopping practices. Thai, raised in a collectivist society that values price consciousness and sophistication in money handling, differ from Americans raised in an individualist society that traditionally do not have the same values (Ackerman and Tellis 2001).

We argue that differences in culture provide the most likely explanation for the differences in prices between the two types of super markets. The overall …

Hello Kitty's Long-Standing Cross-Cultural Popularity In The United States And Japan, Melanie Matchette

Honors Theses

Hello Kitty’s success is unique in that the character is popular across the world and has been popular for decades. This paper seeks to determine how Sanrio has gained and maintained success in both the United States and Japan despite their differences in consumers. I will explore the differences and similarities in marketing strategies employed in each country. I develop themes that attempt to explain the success of marketing techniques unique to each country as well as marketing techniques that worked for both countries.

After exploring the reasons behind marketing success in each country, I determine what Sanrio could do …

Marketing Ideas That Could Improve Adoptions And Reduce Return Rates Of Dogs In Shelters In The State Of Michigan, Bryan Klemett

Honors Theses

Dogs have always been something that attracts people’s attention. It is hard to decide whether it is their fur, their cuteness, or their personality that makes them lovable. The area I chose to conduct my research is in marketing. Since dogs are man’s best friend, what other better way is there to do a thesis than on something so lovable? This research entails marketing ideas that could increase adoption rates while reducing return rates of animals at shelters in the State of Michigan.

I chose this topic because as it is stated earlier, I am a dog lover. I have …

Anxiety In The Aisle: A Multi-Channel Study Of The Incongruence Between Wine Consumption And Wine Shopping, Brianna Amat

Honors Theses

The wine industry is extremely fragmented with few manufacturers holding a substantial market share while contending with each other for limited shelf space and shoppers. At the same time, the large selection of wines available challenges retailers and manufacturers to make wine selection and purchase as pleasant and convenient as possible for shoppers.

Retail stores, referred to as “off-premise” are the predominant outlet for purchasing alcohol. Shoppers are exposed to a wide variety of prices, bottle sizes, grape variety, etc., but the traditional in-store displays lack in the most important information for shoppers — how to navigate the aisle and …

Preparing And Executing An Effective Sales Call, Mackenzie Wright

Honors Theses

This thesis is written in a business document format. It will have four main sections: Introduction, Preparation, Execution, and Conclusion. Each section will include subsections. I will be discussing my involvement in the International Collegiate Sales Competition (ICSC), which was my thesis project. I will be comparing my participation in the ICSC to the knowledge I gained during my tenure as a Sales and Business Marketing student in the Haworth College of Business.

Any data or information was taken from WMU’s website, the ICSC website, and my knowledge from WMU sales classes.

Competing In The International Collegiate Sales Competition, Christina Cook

Honors Theses

The following report aims to analyze the process that is involved in competing in the International Collegiate Sales Competition. There will be an overview of the selection process and the competition itself and an analysis of the overall performance at the competition. In addition, there will also be an overview of lessons learned by competing along with general suggestions to future competitors and competition coordinators.

Before examining the details of the competition, this thesis will address the Sales and Business Marketing program at Western Michigan University. In addition, there will be models referenced within Western Michigan University’s sales program that …

Does Social Media Help Create Brand Loyalty?, Ali Russo

Honors Theses

Throughout my time at Haworth College of Business, Social Media has been a big topic of discussion. The issue has not been if companies should use it as a tool to reach consumers but how do companies effectively utilize Social Media sites. Companies have two important ways to utilize these sites: the first is to collect data from users, and the second is to create a platform where they can interact and influence purchasing decisions. I wanted to create a thesis that focused on the interaction side of Social Media. Initially, I wanted to see if Social Media would create …

Private Labels Related To Time & Risk Preferences, Darryn Taylor

Honors Theses

Purpose: This paper explores the linkages between demographics, time preferences, and risk preferences of private label food products.

Design/methodology/approach: More than 600 adults were surveyed on their perceptions of private labels, hedonic traits, and impulsive consumption along with their time and risk preferences.

Findings: Time preference and hedonic trait are relevant to consumer’s private label preferences.

Originality/Value: By developing measures on time and risk preferences relating to demographics, this thesis provides more detailed explanations of the consumer’s willingness to use private label brands. The scales that were developed for measuring time and risk preferences have not been previously used in …