BUSINESS Resarch Method Proposal
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Transcript of BUSINESS Resarch Method Proposal
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BEACHLOR BUSINESS
ADMINSTRATOR
Madam : Khansa Irem
M.TARIQ 11344
BBA (5) A
Submitted To:
Submitted By:
Program:
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Table of Content
Page No
Title ............01
Acknowledgement ........03
Dedication ......03
Abstract......04
1. Introduction.......04to51.1. Theoretical model......5
1.1.Purpose of Research.....061.2.
Objective..06
1.3.Significance ofresearch....061.4.Research Question....071.5.Hypothesis....07
2. Literature Review.........................07to11Data & Methodology........12
2.1.Data......122.1.1. Paradigms .....122.1.2. Secondary data .....13
3.2. Methodology ...14
3. Limitations and Delimitations.....154. Ethical Considerations.............155. References.......16
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Acknowledgement and dedication
Acknowledgement:-
First of all we are thankful to one and only the Almighty Allah and his prophet Mohammed
(PBUH) for always guiding us in the thick and thin and giving us strengths and courage to
complete this proposal, without them nothing would have been possible .Our special thanks to
our teacherMadam.Khansa I remwho not only provide us Opportunity to do this assignment but
also paid a Fair attention to do it. Then we would like to thank our parents whose prayers and
support have always been influential in our lives. Finally we would like to thank all the peoplewho directly or indirectly helped us out in this, and a thank you goes to the organizations whose
data we used in this project as well.
Dedication:-
To Almighty Allah and his prophet Mohammed (PBUH), and to Our loving parents who gave
our life to face the world and to our dearest sisters who gave us a lot and always there For us
whenever we need them we also dedicate to all our teacher specially Madam.Khnsa Irem to
teach us and help us in every knowledge activity that we were done.
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Impacts of advertisement on consumer buying behavior
Abstract
Expansion strategies, industry brand awareness that great influence of consumer buying
behavior. Our main aim exploring the factor that effect consumer buying behavior. In my
study I choose industrial sector of Pakistan which I select production industry sector. In this
study I will get data through questionnaires and interviews. The total number of my
respondents will be hundred.
1.Introduction:-
Understanding consumer buyer behavior is basic to the successful management of the marketing
mix and the building of long term, profitable customer relationships. It is, after all, consumers
who make up markets.Neilson studies show social media ranks as the second highest of
channels where people spend their time. Television ranks first, at 30% and social media is 28%,
while radio trails at 16% and print is dropping to 12%. Moreover, social networks are where
people are online, ranking highest of time spent at 28%, contrasted to all other online uses which
drop to less than 10% of time spent. Social media allows a company to create two-way
communication with stakeholders. No longer are companies limited to one way information to its
public. Traditional methods often make customers and prospects feel they are shouted at and
bombarded by top down messages. By contrast, social media allows people to interact with a
company In order to offer the right consumers the right products at the right time, providers of
products and services need to understand their preferences, prejudices, motivations and buying
habits. They need to appreciate that every purchase decision is a choice decision and that it
encompasses a wide variety of factors. As human beings, we make our choice using acombination of rational judgments, based on facts and previous experience, and subjective
feelings that determine our likes and dislikes. As consumers are not always the buyers and this
chapter adopts the definition of consumers as being the end users of the product or service. In
trying to comprehend why people buy what they buy, marketers have to make judgments about
the importance they ascribe to consumers expressed beliefs about certain products and services.
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An advertisement is essentially a piece of persuasive communication, persuasive because it seeks
to influence public opinion of coaxing people into accepting what it has to offer. An
advertisement is also a paid announcement intended to promote the sale of a product or service,
to advance an idea or bring about some other effect desired by the advertiser. It is a general
message, not forcing anyone to buy anything, but inviting everyone to identify, understand and
adopt the use of goods, services, and ideas. The advertiser pays the medium to deliver the
message. He chooses the paper, or a number of papers simultaneously, or the issue of a magazine
that will publish his message. If the medium choose is TV or radio, he enjoys the freedom to
select even the timing of the broadcast. But he has to pay heavily for exercising his choice. In
this sense, newspapers, if not the other media, owe their existence to advertisers.
The product advertised may vary from matches and toothpaste to farm houses and automobiles
the services may range from restaurants and laundries to forgiven tours.
1.1 Theoretical Frame Work:
Variables:-
Independent Mediating Dependent
Advertising Brand Awareness Consumer Behavior
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1.2 Purpose statement:-
The purpose of conducting this study is to investigate the impact of advertisement on consumerbuying behavior. In this study the working factors are brand awareness, brand images and
consumer consideration. For determining the impact on investment quantitative study will be
used to determine this relationship between independent variables advertisement and dependent
variable consumer buying behavior. Where dependent variable consumer buying behavior can be
generally defined on advertisement.
1.3 Objectives:
Main objective:-
Identify impact of advertising on consumer behavior.
Sub objective:-
Main objective of this research is to get the knowledge about consumers that how consumerattract towards brand through advertisement.
Through this we want to know that how advertisement is the main key of any companiesbrand or product to compete with their competitors in market.
1.4 Significance:-
The main significance of this study is to analyze the attraction of consumer through brand
awareness. Through this study we can analyze the choice of consumers regarding any products.
We come to know that how advertisement creates brand awareness in customers mind and howconsumer makes decision about any product. Through this study marketer can get knowledge
that how they can capture the whole market of same brand. Marketer comes to knows how they
can create picture of their brand in customers mind through advertisement. Policy maker can get
the knowledge that which types of advertisement should be adopts to capture the consumer
towards our brand.
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1.5 Hypothesis:-
H1: There is relationship between advertising and awareness.
HO: There is no relationship between advertising and awareness.
2. Literature review:
In this article it is determine that how customers get awareness about product, risk assessment
and how they take decision for the purchasing of the product. If customer have awareness of our
brand in his mind then they associates themselves with our brand. He concludes that you should
convey the positive attitude of brand and at least the customer heard about your brand andprefers your brand. rand equity, like the concepts of brand and added value (discussed in the
section headed The brand construct'') has proliferated into multiple meanings. Accountants tend
to define brand equity differently from marketers, with the concept being defined both in terms
of the relationship between customer and brand as something that accrues to the brand. Feldwick
(1996) simplifies the variety of approaches, by providing a classification of the different
meanings of brand equity as the total value of a brand as a separable asset when it is sold, or
included on balance sheet a measure of the strength of consumers attachment to a brand a
description of the associations and beliefs the consumer has about the brand. The first of these is
often called brand valuation or brand value, and is the meaning generally adopted by financial
accountants. The concept of measuring the consumers level of attachment to a brand can be
called brand strength (synonymous with brand loyalty). The third could be called brand image,
though Feldwick (1996) used the term brand description. When marketers use the term brand
equity'' they tend to mean brand description or brand strength. Brand strength and brand
description are sometimes referred to as ``consumer brand equity'' to distinguish them from the
asset valuation meaning. Brand description is distinct because it would not be expected to be
quantified, whereas brand strength and brand value are considered quantifiable (though the
methods of quantification are not covered by this article). Brand value may be thought to be
distinct as it refers to an actual or notional business transaction, while the other two focus on the
consumer.Aaker. D.A; (1991)
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This study is conducted to investigate Marketing communications may provide the means for
developing strong, customer-based brand equity. Among marketing communication tools,
advertising and price promotion have always played a pivotal role. The purpose of the study was
to know the consumer thinking about search goods and experience goods. The effects of
advertising expenditure and price promotion on brand equity and shift the spot light on the
moderating role of product category. This research contains three constructs including
advertising, price promotion and brand equity. To reduce the complexity, this study concentrates
in the effects of advertising expenditures and price promotion. The integrated marketing
communication is not included.brand equity is from a financial markets point of view
where the asset value of a brand name is appraised (Farquhar et al., 1991; Swait et al.,
1993). Customer-based brand equity definition approaches the customers perception and
response to a brand name (Keller, 1993; Shocker et al., 1994; Lassar et al., 1995). The
rationale for concentrating on customer based brand equity is that the power of a brand lies in
what customers experiences over time (Keller, 2003). Brand equity is defined as brand assets
linked to a brands name and symbol that add to, or subtract from, a product (Aaker and
Joachimsthaler, 2000). More recently, brand equity has increasingly been defined in
customer based contexts (Keller, 2001; Sihna et al., 2000, Yoo and Donthu, 2001, 2002; Yoo
et al, 2000; Washburn and Plank, 2002). Customer based brand equity measure ment
studies are constructed mainly on dimensions of brand equity proposed by Aaker (1991,
1996) and Keller (1993, 1998) as well as some other previous research findings (Yoo and
Donthu, 2001, 2002) conceptual model comprises of four dimensions which are brand
awareness, brand associations, perceived quality and brand loyalty.Keller. K. L ;( 2003)
This research investigates the factors affecting customer value and behavioral intentions. The
purpose of this study is to analyze how customer confused at the time when he is going to
purchase thing at the base of brands name and brands image. To justify this thing he uses
different factors like price of ht product, quality of product which consumers perceive and brandawareness. This study showed how price becomes involved in consumers value judgments.
Consumers consider not only the focal product price, but also the prices of alternative products.
Customer value seems to be a useful concept in marketing consumer products.
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Although the automobile Industry has invested heavily in improving customer Satisfaction and
service quality for years, commensurate Investment had not been given to customer value based
Strategy development. Harkins, Latan6, and Williams 0980) first summarized the impact of
identifiability on social loafing by observing that it "moderates social loafing" (p. 303) and then
within the same paragraph proposed "that identifiability is an important mediator of social
loafing Similarly, Findley and Cooper (1983), intending moderator interpretation, labeled
gender, age, race, and socio- economic level as mediators of the relation between locus of control
and academic achievement. Baron and Kenn; (1986)
This study it is the role of brand awareness in consumer choices process. This replication used
the same method, but with a different product category, a large sample, and a group that included
experienced as well as inexperienced consumer. Result support the original finding that brand
awareness is a dominate choice approach among awareness group subject. Subject choosing
from s set of brand with marketed awareness differential showed an overwhelming preference
for the high awareness brand. Despite quality and price differentiate. The majority of behavior
(Rosenthal, 1990). The replication reported in this H&Bs subjects had never purchased peanut
butter for them paper, employs the same procedures as H&B but uses a differ selves, and the rest
indicated they had purchased peanut buttering product category (still a common, repeat purchase
prod only a few times at most. In the replication study, more taunt), a slightly altered (inclusion
of non-novices) and larger. (1) Inexperienced never bought or pendent researcher is more highly
regarded (Monroe, 1992).they also made their decision faster than subject in the no awareness
condition and sampled fewer brand. In a surprising finding, respondents use of the awareness
choice heuristic did not seen to decline steadily over repeated choice trial, but rather showed
something of a u shaped pattern with subject returning to the high awareness brand in the latter
choice trial,. Little support was found for hoer and brown finding that subject in the no brand
awareness condition chose the quality brand in on the final trial more often the those in
awareness differential condition.Monroe.K; (1996)
In this study it is verify that the impacts of advertising expenditure on brand awareness, brand
choices and brand consideration. The purpose of authors study is to know that if the advertising
expenditures are overspending or under spending to create brand awareness, brand choices and
brand consideration. To clarify his discussion he used a dataset that can be used to study the full
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impact advertising expenditures on awareness, consideration, and brand choice. The marketing
effort, translated partially to (1) perceived advertising spending, (2) distribution intensity and (3)
store image, is considered as (a) antecedent in the formation of the level of knowledge of the
brand name (Rossiter & Percy, 1987; Aaker, 1991) and (b) determinant of the associations linked
to its image (Alba & Hutchinson, 1987; Yoo, Donthu & Lee, 2000). Apart from the direct
effect of these precedents on both dimensions of brand equity, we try to demonstrate the
indirect effect that brand image receives via the dimension of brand awareness. From the
theoretical review on brand value we construct a theoretical model of causal relationships
between the marketing efforts and the dimensions of brand equity. This is defined as a set of
assets and liabilities linked to the brand, which adds or subtracts value to or from a product in its
relationships with customers (Aaker, 1991). To contrast the model, the structural equations
model is applied. In our case, the constructs or latent variables are two of the dimensions
of brand equity, according to Aaker (1991). Following, Yoo et al. (2000), we analyze how each
of the components of brand equity is affected previously by the perception of the market about
the marketing effort the company develops concerning brands. To verify our model we carry out
an empirical research of a consumers' sample of a consumption product (fruit juice) which we
submitted to a questionnaire of attitudes. Once its reliability and validity was determined, this
questionnaire could be used for the application of the structural model. Aaker, D.A. and G.S.
Day (1974)
the contrary, Procter & Gamble (P&G) ended up as the mar kept leader in almost all categories
it introduced in China (Tunistra 2000).Although the few empirical studies on entry success (e.g.,
Gielens and Dekimpe 2007; Luo 1998; Pan, Li, and Tse 1999) have made important
contributions to the topic, they suffer from at least one of the following limitations First, the
studies focus on a single country China in most cases. Second, the studies use a restrictive
definition of success, such as market share, which does not encapsulate degrees of success and
failure. Third, the studies often focus on one particular industry. Fourth, the studies do not cover
success or failure over time from the beginning of the libber alizarin of the Chinese and Indian
economies. Against this setting, it is unclear whether these findings are generalist-able across
industries and emerging markets. The current study attempts to analyze the success and failure of
firms entering the major emerging markets of China and India. It addresses the following
research questions, what drives the success of entry into China and India? Is entry into China
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more or less successful than that into India? And how do entry mode, entry timing, and firm size
(firm-level variables) and economic distance, cultural distance, country risk, and country
openness (country-level variables) affect success? Our contributions to the literature are as
follows: First, we propose a richer measure for success and failure, which encapsulates
longitudinal historical accounts. Second, was late our measure of success to underlying drivers
that emerge from a vast body of interdisciplinary research over decades? Third, we focus on both
the major emerging mar kits, China and India. Fourth, because of the paucity of sys thematic or
syndicated data, we use the historical method (Golder and Tellis 1993) to collect data to answer
these questions.Hoch .L;(1994)
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3. Data and Methodology
3.1Data
3. 1.1 Paradigms:
The term paradigms describe a collection ofbeliefs shared by scientists a set of agreements
about how problems are to be understood, how we view the world and thus go about conducting
research. There are three times of paradigms.1) positivism 2)interpretivism 3)pragmatism
Positivism:
Positivism supposes that true knowledge is based on experience of right mind and can be
acquires by observation and experiment. Positivistic theorists adopt scientific methods as a
means to generate knowledge. They believe on majestic reality. It is also called Scientific
Method, Empirical Science, Post Positivism and Quantitative. In positivism the research
approach which is used that is called deduction. In deduction research approach we revise or
confirm the theory. Deduction includes 6 steps:
1) Theory2) Hypothesis3) Data Collection4) Findings5) Hypothesis Confirmed or Rejected6) Revision of Theory.
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Interpretivism:
In this paradigm many actuality shaped by researchers preceding understanding and
assumptions. it is also called Constructivism, Social Constructivism and Qualitative Research.
Assumption identifies in this paradigm that individuals try to find and understanding of the world
in which they live and work. They develop subjective meanings of their experiences or towards
sure objects or things. These meanings are diverse and multiple, leading the researcher to look
for the difficulty of views rather than narrowing meaning into few categories or ideas. The
process of induction is to develop the theory. Induction process includes 4 steps:
1) General research question2) Data collection3) Findings4) Generation of theory
Pragmatism:
It is also called mixed method research. In this paradigm the researcher is allowed to use
quantitative and qualitative, methods, techniques and procedure of research that best gather their
needs. it is concerned with application what works and solutions to the problems. The
researcher work on pragmatism is agreed that research always occurs in social, historical,
political and other contexts. They believe that they need to stop asking questions about reality
and the law nature. They can adopt both qualitative and quantitative method and which they feel
appropriate method that can be qualitative or quantitative.
In my research I will adopt the positivism paradigm because my research is quantitative and
research approach which I will use is deduction.
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3.1.2. Secondary data
For my research Iwill use secondary data. For the collection of data I will design close ended
questionnaires and also conduct few interviews. The sample size will be 100 and the work is
done on SPSS software.
3.2. Methodology
In my research I will use both Descriptive and Inferential analysis. Descriptive analysis includes
Frequency Table, Graphical Representation by Bar chart, 5 Figure Summary, Box Plot.
Inferential analysis includes Histogram, Correlation, and Regression test, chi square test.
Frequency Table:Frequency table is used for numerical data which will be in the form of numbers. In this table we
know only about the summary of things.
Bar Chart:Bar chart is used for graphical representation of our collected data.
Five Figure Summary:Five figure summary build for scale variable. It consists of Median, Minimum value,
Maximum value, Lower quartile and Upper quartile.
Box Plot:Box Plot makes for scale variable. It is used for numerical data. When there is much
fluctuation occurs in data then outliers are comes. Outliers are small circles.
Histogram:It is makes for scale variable and it is for numerical data continuous.Bell curve is makes from
histogram. It tells us about normality of data.
Correlation:
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Correlation tells us about Relationship, Direction and Strength of variables. I will check in this
test about relationship of two variables. I will check the effect of Dependent and Independent
variable on each other.
Regression:In regression analysis I will use Nominal, Ordinal and Scale variable.
4. Limitations and delimitations
I will conduct my research work only in Lahore and Gujranwala due to some limitations. Noticeable
limitation is the factor of time constraints due to which I will only surveyed the few Production industries
of Lahore and Gujranwala. In addition limitation which I face is lack of transportation facilities
due to the weak financial support. So, I am conducting research study only in the Lahore and
Guranwala.
5. Ethical considerations:
The key Ethical aspects that I will follow in my research are given bellow.
It is sure that my owned personal biases and views did not get in the way of research. The data collected by respondents will be kept secret. Nothing is done that would cause physical and emotional hurt to respondent.
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6. References:-
Aaker, D.A. (1991),Managing Brand Equity: Capitalizing on the Value of a Brand Keller, K. L. (2003), Strategic Brand Management, Upper Saddle River, NJ: Prentice-Hall. Baron RM, Kenny DA (1986). The moderator-mediator variable distinction in social
psychological research: Conceptual, strategic, and statistical considerations. J. Pers. Soc.
Psychol., 51(6): 1173-
Aaker, D.A. and G.S. Day (1974), A Dynamic Model for Relationships among advertising,Consumer Awareness, Attitudes, and Behavior,Journal of Applied Psychology, 59, 281-286
East, R:Consumer Behavior: Advances and Applications in Marketing, Monroe, K.: On Replications in Consumer Research: Part 1.Journal Prentice Hall, London.
1996.
Oliver RL (1997). Satisfaction: A Behavioral Perspective on Consumer. 1996. Arenas, Williams F. Contemporary Advertising. USA:Richard D. Irwin, A. Times
Mirror Higher Education Group Inc. Company.
Rossiter JR & Percy L (1987).Advertising and Promotion Management. Singapore:McGraw-Hill.
Hoch, S. J., Drze, X. and Purk, M. E. 1994. EDLP, hilo and margin arithmetic. Journal ofMarketing, 58: 1627