Date: 2008 June 08
Course: Master thesis
Authors: Haiyan Wang, Teewin Wongrattanavichit
Tutor: Jan Löwstedt
Title: The study of marketing communication effectiveness and
customer perception of Tuna Park shopping centre
Introduction: The research about the effectiveness of marketing
communication tool and customer perception was studied in
Tuna Park shopping center, Eskilstuna. The marketing strategy
and objective was to compare with the results from the
questionnaire in order to measure the effect of each
advertising and marketing communication tools.
Problem: “How should the company invest in the marketing
communication tool in the years to come”.
Purpose: The purpose of the study is to measure the effectiveness of
marketing communication tools used in Shopping center
through the focal company ‘Tuna Park Eskilstuna’ using the
framework of Hierarchy-of-effects model and its variation and
FCB grid.
Method: The primary data was collected by the interview and the
questionnaire was conducted with respondents that were
randomly invited to answer the questionnaire on the webpage.
Analysis and conclusion: The television media has the highest reach and high effect on
respondents, The radio media is lesser in effect. Newspaper is
another high reach media while the outdoor advertising
considered effective but has the least reach
Västerås: Mälardalens högskola , 2008. , p. 56