Project Director

Lyons, Thomas S.

Department Examiner

Mullen, Deborah; Gillison, Stephanie; Wolcott, Adam

Department

Dept. of Marketing and Entrepreneurship

Publisher

University of Tennessee at Chattanooga

Place of Publication

Chattanooga (Tenn.)

Abstract

This thesis project focuses on exploring and elucidating how businesses in crowded markets achieve their respective success. Markets include personal care, skin products, cosmetics, perfume, and others, to name just a few relevant to this work. I argue that by focusing on customers' intangible needs and engaging them through experiential means, businesses can create a substantial, sustainable, and compelling niche, differentiating themselves from the crowd. I propose an original model, EIND (experiential and needs-based differentiation), and a working structure to implement, analyze, and design using EIND principles.

Degree

B. A.; An honors thesis submitted to the faculty of the University of Tennessee at Chattanooga in partial fulfillment of the requirements of the degree of Bachelor of Arts.

Date

5-2024

Subject

Consumer behavior; Entrepreneurship; Market segmentation; Target marketing

Keyword

entrepreneurship; differentiation; experiential design; market crowding

Discipline

Marketing

Document Type

Theses

Extent

iii, 50 leaves

DCMI Type

Text

Language

English

Rights

http://rightsstatements.org/vocab/InC/1.0/

License

http://creativecommons.org/licenses/by/4.0/

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Included in

Marketing Commons

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