mkt 620 final paper

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Jan 9, 2024

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Krysta Grant MKT 620 Final Project Data Analysis, Evaluation, and Strategy Paper
PRODUCT CATEGORY: For this project, I will be examining the entertainment industry with a focus on comic books. A comic book, also known as a comicbook, comic magazine, or simply comic, is a type of publication that features illustrations presented in the form of sequential panels. These panels depict individual scenes and are often accompanied by descriptive prose and written narrative. The dialogue is typically contained in word balloons, which are emblematic of the comic art form. (Wikipedia, 2023) The first true comic books were marketed in 1933 as giveaways, and by 1935, reprints of newspaper strips and books with original stories were selling in large quantities. Comics dealing with war and crime became popular during World War II. Since the first comic was published, the behind-the-scenes antics, financials, and drama have been as entertaining as the storylines in any of the books. Even though there are many different companies that publish comics I will be focusing on four of the top publishers in comics today. Determinant Attributes: Determinant attributes are the criteria that influence a buyer's decision to purchase a product or book a service. It is essential for every product or service to have determinant attributes to help customers select the perfect option from many available choices. To understand what factors, influence the purchasing decision for comic books, I conducted a survey among my peers and colleagues. The results of the survey were presented in the form of a pie chart, which helped me better understand the information.
After gathering information from various people, I came up with some very interesting results on what people look for. So here are the top six attributes that people look for when making a purchase: 1. Art: The artwork used in a comic book can have a significant impact on its success. If the art style used doesn't appeal to a person, it is highly unlikely that they will buy the book. On the other hand, if the art is well-crafted and visually appealing, it can attract more consumers. 2. Story/ genre: The story of a comic is crucial in determining whether or not a person will purchase it. The plot and genre of a comic go hand in hand. If the storyline is not well- constructed or distinct, a person might choose not to buy it. 3. Publisher: Consumers are more likely to purchase comics from a publisher they are familiar with. Familiarity with a publisher's work and style makes consumers feel safe.
4. Price: When it comes to purchasing a comic book, the price is a crucial factor to consider. In addition to the price, the number of pages in the comic can also be a deciding factor. For instance, if a comic has only 26 pages but costs $10, buyers may feel that it is not worth the money, especially if it is not a limited edition or a special issue. 5. Color: When purchasing comics, people often consider the colors used in the comic before deciding whether or not to buy the book. Even if the art and story are great, a poor color job can make the comic look less visually appealing. 6. Quality: When it comes to comic books, consumers look for quality in paper, format, and presentation. When buying a comic, first impressions are crucial. Buyers consider quality, price, familiarity, and more before making a purchase. Product Brands: There are four brands/publishers that I will be focusing on for this project. They are considered the top companies when it comes to comics. These companies are Marvel Comics, DC Comics, Image, and IDW. Marvel Comics: Marvel Entertainment, LLC is a subsidiary of The Walt Disney Company. It is a well-known character-based entertainment company that has been around for over 75 years. Marvel has a proven library of more than 8,000 characters that have been featured in various media. The company uses its character franchises for entertainment, licensing, and publishing purposes. (Marvel,2023) They have put out books with characters that most people know today such as, Spiderman, The Avengers, X-Men, and more. Marvel has published approximately 27,000 different comic books since 1961.
DC Comics: DC Comics, Inc. is an American company that specializes in publishing comic books and related media. It is the comics publishing branch of DC Entertainment, Inc., which is a subsidiary of WarnerMedia (formerly Time Warner). WarnerMedia is a publishing conglomerate owned by AT&T. Along with Marvel Comics, DC Comics has been one of the two largest American comic book companies for decades. Originally an abbreviation for Detective Comics, "DC" later became the official name of the company. As of 2019, DC Comics has published more than 56,061 different comics. (source: Quora) Image Comics: Image Comics is a publishing company that specializes in comic books and graphic novels. It was established in 1992 by a group of bestselling artists and has since become the third largest comics publisher in the United States. The company's Board of Directors is composed of six individuals, namely Robert Kirkman, Erik Larsen, Todd McFarlane, Marc Silvestri, Jim Valentino, and Eric Stephenson. Image offers a diverse range of comics and graphic novels that cater to various genres, sub-genres, and styles, such as science fiction, fantasy, romance, horror, crime fiction, historical fiction, humor, and more. These are created by some of the finest artists and writers in the industry today. (Image, 2023) As of now, Image has published over 800 titles. (Wikipedia, 2023) IDW: IDWP is an award-winning publisher of comic books, original graphic novels, and art books. Founded in 1999, IDWP has a long tradition of supporting original, powerful creator- driven titles. In addition to its core of creator-driven franchises, IDWP has also partnered with the owners of major licensed brands to publish many successful licensed titles, including Paramount Global’s Teenage Mutant Ninja Turtles and Star Trek; Hasbro’s Dungeons & Dragons, and My Little Pony; Sega’s Sonic The Hedgehog; and Toho’s Godzilla. They have published over 500 different titles.
Understanding the behavior, motivation and preferences of targeted customers is a crucial component of consumer research, which in turn, is an essential part of market research. The objective of this research is to gain insights into customer psychology and create detailed customer profiles. This is achieved by conducting thorough research to identify customer requirements. By utilizing this information, businesses can adapt their offerings to become more customer-centric, leading to increased customer satisfaction and ultimately, more business. (Adi Bhat) Consumer research techniques provide systematic information about customers' needs which can help brands make changes in their products and services to better serve their customers. This, in turn, enhances customer satisfaction and helps drive business growth. Insights gleaned from consumer research can be used to design products, establish distribution channels, and promote products, thereby increasing interest and sales. Research Outline: I will analyze the plan, goals, objectives, timeline, survey questions, and more to determine what factors are most important to consider when purchasing a comic book and which company consumers believe is the best option to buy from. The four companies under examination are DC Comics, Marvel Comics, Image, and IDW. This project focuses on the entertainment industry with a specific focus on comic books. A comic book, also known as a comic book, comic magazine, or simply comic, is a publication that features illustrations presented in sequential panels. These panels depict individual scenes and are often accompanied by descriptive prose and written narrative. The dialogue is typically contained in word balloons, which are emblematic of the comic art form. (Wikipedia, 2023) The first true comic books were marketed in 1933 as giveaways, and by 1935, reprints of newspaper strips and books with original stories were selling in large quantities. Comics dealing with war and crime became popular during World War II. Since the first comic was published, the behind-the-scenes antics, financials, and drama have been as entertaining as the storylines in any of the books. Despite
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