Zmnt Term Final!

8/12/2019 Zmnt Term Final!

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AMITY SCHOOL OF BUSINESS

TERM PAPER REPORT

AN EXPLORATORY RESEARCH ON ZMET TECHNIQUE TO

UNDERSTAND BRAND IMAGE

Guide name- Dr. Ruchi Jain

Name- Jeevitesh sethi

Course- BBA+MBA

7th semester

(A20)

Enrolment no.-A3923010024


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DECLARATION

I Jeevitesh Sethi S/o Sushil Sethi, hereby declares that this dissertation represents my original

piece of information and has not been copied from anywhere.

I am aware that in case of non-compliance, Amity School of Business is entitled to cancel the

report.

Place: Faridabad Signature of student

Date: 11/10/2013 jeevitesh Sethi

Enrolment no. A-3923010024

Signature of dissertation coordinator Signature of faculty guide


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ACKNOWLEDGEMENT

Nothing concrete can be achieved without an optimal combination of inspiration and

perspiration. No work can be accomplished without taking the guidance of the import. It is only

critiques for the ingenious intellectual that helps transform a product into a quality product. This

began as a part of project in our BBA+MBA program. I am grateful for the inspiration

encouragement information and wisdom of many resource people who helped me bring this

report into life.

I owe my sincere gratitude towards following personnel for their endeavors, guidance and

sustained help extended to me during the course of work. I would like to express my sincere

gratitude to Dr. Ruchi Jain (faculty) for her valuable guidance and support, with which this

project has been completed successfully. Her encouragement and constant guidance is highly

appreciated towards the fulfillment of this study

I am highly thankful to my faculty mentor Dr. Ruchi Jain (ASB) for giving valuable suggestions

and input throughout the project.


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CONTENTS

DECLARAT ION .2

ACKNOWLEDGMENT.3

1.INTRODUCTION............................. .....................4

2.REVIEW OF LITERATURE........................ ....................5

4.RESEARCH METHODOLOGY6

4.1OBJECTIVE OF THE STUDY .9

4.2RESEARCH DESIGN ..9

4.3DATA COLLECTION ..10

5.ANALYSIS AND INTERPRETATION12

6. INFERENCE AND CONCLUSION ...17

BIBLIOGRAPHY

ANNEXURES


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INTRODUCTION

CokeNikeTide.LevisCrest.The shelves of Stores and homes alike are lined with these

and other brand names,Since the 1950s, companies have assigned brand names to their products

as a means of differentiating them from the competition, and for several decades consumerresearchers have studied brand names, brand extensions, and more recently, brand equity.

The basis for the research lies in the meaning of the brand - its brand image.

Qualitative procedures ,including having customers engage in thought listing

procedures,describes a brand personality and define what a brand thinks thinks of you ,as the

customer also have been used in brand image studies and brand extention studies.most of thse

techniques rely on verbal communication to obtain customer information. Research on

communication ,however,suggest that over 80 percent of all human communication is

nonverbal , notes that brand images have a strong nonverbal component.thus,there appears to be

imbalance between how customers think and communicate about brands and how researchers

access customers thinking.

Our purpose is to introduce the zaltman metaphor elicitaition technique ,a research tool that uses

visual and sensory images to help better understand the meanings of brands.

Briefly, the zaltman metaphor elicitation technique(ZMET)employs qualitative methods to elicit

the metaphors ,contructs and model that to eliclit the metaphor ,constructs and mental models

that drive customers thinking and behavior ,as well as quantitative analysis to provide data for

marketing mix decisions and segmentation strategies. The Kelly repertory grid and laddering

techniques are integral components to of technique , as are visual and other sensory images tht

consumers provide. The contructs elicited during the interviews are aggregated.


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LITERATURE REVIEW

Metaphors

The essence of a metaphor, in step with lakoff and Johns on, is knowing and experiencing one

quite issue in terms of another. it's solely through their metaphors that we will higher perceive

client thinking and behavior and so develop and market productive brands, goals and services.

Even behavior and thoughts area unit themselves metaphors for each other. several metaphors

area unit mental pictures and therefore the majority of those area unit visual.

Discussions of images and its connectedness to advertising, promoting and marketing research

that have implications for stigmatization are often found.

Customer and firm metaphors

Understanding customers figure associated with a whole and the way these metaphors act with

those of the producing firm or ad agency is vital. for purchasers, metaphors a couple of whole

area unit found in their pictures ,which may be visual ,verbal, mathematical and musical, among

different forms. These pictures contain a client expertise , understanding and memory in short,

their knowledge-about the kind of packaging ,where the whole are often purchased ,and the drive

,for example. once thinking of brands, visual illustration usually involves mind .this is

significantly the case for well developed brands. as an example, Upon hearing keebler .Keebler

elves would possibly return to the mi nds eye, and mcdonalds might generate an image of

golden arches. Less well-defined brands area unit probably to span a additional various set of

pictures.

Because a firm's or ad agency's metaphors a couple of whole area unit sent within the sort of

varied promoting combine choices, together with advertising, product and package style, product

ideas, and distribution channels, these metaphors ought to contain elements that area unit each

similar and dissimilar to their customers' metaphors. The similarities area unit necessary as a

result of customers area unit susceptible to seek out their own metaphors in advertising, the look

of a product or a store setting, as an example. Thus, once merchandiser communications area unit

congruent with customer-generated pictures, customers area unit additional probably to attend, to


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process, and comprehend the determined data. The dissimilarities are necessary; they produce a

degree of tension that pulls attention and sets the inspiration for message comprehension.

inventive staffs and merchandise style staffs play a very necessary role in providing the inventive

"dissimilarities" part.

Pictures as Metaphors and Basic ideas

As much communication is nonverbal, footage will function entry points for exploring different

client ideas (Weisner 1988; Ball and Smith 1992). footage generally represent basic ideas, that

contain intensive data or shaping attributes, and folks sometimes acknowledge such ideas initial.once customers acknowledge basic ideas, then they will infer or establish associated higher-order

ideas (Smith 1988; Rosch 1978). as an example, the conception of "Hershey's kiss" has

additional shaping characteristics than the upper order conception of "chocolate." The conception

of "Hershey's kiss" contains additional data, is additional without delay recognized and could be

a additional economical thanks to begin process data than the conception of "chocolate."

Because footage area unit therefore basic, information-rich and attribute-laden, they will be

related to multiple connected higher-order constructs. footage represent a natural and economical

manner for purchasers to start out communication higher-order constructs. in truth some clinical

psychologists use a client's pictures as a central partof the therapeutic subject matter method

(Entin 1981; Krauss and Fryrear 1983; Weisner 1988).

Seeing the Voice of the client

As noted, most marketing research methodologies like questionnaires and private and cluster

interviews deem verbal styles of communication to elicit data. Given the prominence of

nonverbal communication, AN spatiality exists between however marketing research information

generally area unit collected and the way customers sometimes have faith in and skill their

worlds. a far better understanding of customers' perceptions needs the employment of analysis

tools that have interaction customers' nonverbal and particularly visual "channels" of thought and

communication. during this section, we tend to concisely review the literature relevant to


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pictures and different visual Stimuli as analysis tools and as necessary elements in promoting

communications.

Gombrich, Hochberg and Black (1972) offer a wonderful discussion of however footage

represent folks and things, and concerning the illustration of individuals and things in footage.Given the communicatory power of images, it's not shocking that photography as a pursuit tool

has been growing. wonderful discussions of the employment of this tool in social science,

psychology, and social science are often found in Bateson and Mead 1942; Wagner 1979; Becker

1980; CoUier and CoUier 1986; Denzin 1989; Zler 1990; and Ball and Smith 1992. in addition,

Denzin (1989) provides an honest discussion of the validity and dependability problems

regarding the employment of film and photography typically as social science analysis tools.

client behavior researchers even have used pictures as stimuli to elicit consumers' thought

processes and/or develop theories relevant to their work. Work by Heisley and Levy (1991)

entailed their taking pictures {of folks|of individuals} and interviewing those people concerning

the content of the images. Holbrook (1987), seizing the roles of the research worker and subject

at the same time, took pictures of artifacts around his home and "interviewed himself," asking

concerning the which means of the images. additional recently, Wallendorf and Amould (1991)

and their co-investigators did content analyses of pictures of Thanksgiving events to grasp the

rituals related to the vacation. The terribly productive client Odyssey project additionally created

intensive use of still and video pictures (BeUc, Wallendorf and fortified wine 1989).

Researchers investigation advertising have examined the visual part of ads, and therefore the

interaction between the visual and verbal elements. The pictorial content of advertisements has

received attention by Rossiter (1982), EdeU and Staelin (1983), and Mitehell (1986), as an

example. Studies have verified that pictorial ad stimuli area unit recalled higher than verbal ad

stimuli and end in additional favorable product beliefs and whole attitudes (Lutz and Lutz 1977;

Mitchell and Olson 1981). Childers and Houston (1984) note that pictorial ad content is more

practical in delayed recall. different analysis has incontestible that semantically discrepant

footage and words are often combined during a manner that yields higher recall than that for

semantically consistent footage and words (Houston, Childers and trouble maker, 1987). By a

recent follow-up, Unnava and Bumkrant (1991) found that once verbal data was low in

imagination, the inclusion of images in step with {the data|the knowledge|the data} multiplied


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recall of verbal information on each immediate and delayed post tests. once verbal data was high

in imagination, adding footage failed to have an effect on recall of verbal data. additionally,

Miniard et al. (1991) discuss the imagery-evoking ability of images in ads and subjects' later

process of knowledge within the ad.

RESEARCH METHOLOGY

analysis style analysis style used is exploratory . exploratory analysis usually depends on

secondary analysis like reviewing offered literature and/or information, or qualitative approaches

like informal discussions with shoppers, employees, management or competitors, and additional

formal approaches through in-depth interviews, focus teams, projective strategies, case studies or

pilot studies. the web permits for analysis strategies that area unit additional interactive in nature.

OBJECTIVE OF STUDY

1.To explore zaltman figure induction technique

2. to point out however this method could be a powerful qualitative instrument in shopping for

behavior

3.To show however nonverbal communication has additional impact on client than verbal

WHAT IS ZMET?

ZMET is helpful in understanding consumers' pictures of brands, products, and corporations,

brand equity, product ideas and styles, product usage and get experiences,

life experiences, consumption context, and attitudes toward business. Clearly, these problems

area unit necessary for the event of strategic communications.

1.Most Communication Is Nonverbal


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the primary premise is that almost all human communication is nonverbal. The rule of thumb

among communications specialists is that concerning eighty p.c of all human communication is

nonverbal.

2.Thoughts Occur as pictures

Thoughts generally occur as nonverbal pictures although they're usually expressed verbally.

Thus the manner within which thoughts occur is also terribly completely different from the

manner within which they're communicated.

3. Metaphors as Essential Units of Thought

The third premise is that metaphors area unit the key windows/ mechanisms for viewing

consumer thought and feelings and for understanding behavior

The Procedure

A total of twenty five customers generally area unit recruited to participate during a project. once

qualifying for participation during a project (based on screeners), customers area unit given a

collection of directions and tips concerning the analysis topic, eg., a brand, a service conception

product use, or product style. they're taught to require pictures and/or collect footage from

magazines, books, newspapers or different sources that indicate what the subject suggests that to

them. Customers area unit supplied with a camera, and a private interview is scheduled around

seven to 10 days thence. the non-public interview involves a target-hunting spoken

communication that we tend to believe yields additional valid, additional reliable and,

significantly, additional relevant insights than ancient structured interview approaches (see

McCracken 1988; Mishler 1986).


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Core Steps Tested

Step l: Storytelling. client describes the content of every image.

Step 2: uncomprehensible pictures. client describes the images he/she was unable to get and

explains their connectedness.

Step 3: Sorting Task. client kinds his/her footage into substantive piles.

Step 4: Construct induction. A changed version of the Kelly Repertory Grid technique and

therefore the laddering technique area unit accustomed elicit basic constructs and theirrelationships. Customers' footage function stimuli.

Step 5: Most Representative image. client indicates the image that's most representative.

Step 6: Opposite pictures. client describes footage that represent the other of the task, as an

example, "what isn't Nike."

Step 7: Sensory pictures. Descriptions area unit induced of what will and doesn't describe the

style, touch, sound, color and feeling of the conception being explored.

Step 8: The Mental Map. client creates a map or a causative model victimization the constructs

that are induced.

Step 9: The outline Image. Customer, with help from a technician, creates a outline image

victimization digital imaging techniques.


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INVESTIGATING whole IMAGE victimization ZMET

WHAT IS whole IMAGE ?

Brand image is that the current read of the purchasers a couple of whole. It are often outlined as a

singular bundle of associations inside the minds of target customers. It signifies what the whole

presently stands for. it's a collection of beliefs command a couple of specific whole. In short, it's

nothing however the consumers perception concerning the merchandise. it's the way within

which a particular whole is positioned within the market. whole image conveys emotional price

and not simply a image. whole image is nothing however AN organizations character. it's ANaccumulation of contact and observation by folks external to a corporation. It ought to highlight

AN organizations mission and vision to all or any. the most p arts of positive whole image are-

distinctive emblem reflective organizations image, saying describing organizations business

briefly and whole symbol supporting the key values.

Brand image is that the overall impression in consumers mind that's shaped from all sources.

shoppers develop varied associations with the whole. supported these associations, they type

whole image. a picture is made concerning the whole on the idea of subjective perceptions of

associations bundle that the shoppers have concerning the whole. Volvo is related to safety.

Toyota is related to dependability.

Several researchers have mentioned a spread of elements associated with whole image and

therefore the interrelationships among these elements. Recall, as an example, that Sir Joshua

Reynolds and Gutman (1984) steered pictures are often thought of in terms of product options or

attributes that yield consequences (benefits or risks), that in internal organ facilitate values or

end-states. each Sir Joshua Reynolds and Gutman, and additional recently, Farquhar and man

(1993) steered that the aggregation of individual means-end chains ends up in a network


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consisting of the whole and its associates (eg., usage things, product attributes, client advantages

and values). Moreover, the image that an individual has a couple of whole consists of each verbal

and nonverbal representations (Biel 1993). These, in mm, area unit best expressed via verbal and

nonverbal channels, severally. withal, most analysis that studies consumers' pictures of brands

generally uses verbal analysis strategies, and so misses a good deal of what constitutes the

individual's whole image.

The purpose of ZMET is to elicit metaphors and constructs and to ascertain relationships among

the constructs victimization each verbal and nonverbal stimuli. Therefore, we advise that ZMET

is AN economical and effective suggests that for understanding brands.

to induce a clearer understanding of however ZMET will facilitate the understanding of name

image problems, allow us to take the instance of AN interview with Alice, one in all the

purchasers WHO was asked to require and collect footage of what "Tide" meant to her.


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Steps Procedure Outcome

1.storytelling about each

picture

Interviewer asks the images

and their relevance to the

consumers

Helps is establishing the brand

image in consumers mind

2.missed images Interviewer asks that are their

images which she was not able

to obtain and their relevance

To see that how that image is

relevant to the product

described

3.sorting tasks Person sorts image in three

groups :comfort, freshness,

drudgery

This helps in sorting pictures

into meaningful piles

4.Construct elicitation

(using laddering technique)

Elicit basic construct and their

relationship . It is created by

asking that how two images

are different from the third till

no new constructs were

elicited.

Customer picture serve as

stimuli.this helps to create

most representative picture

and construct elicit of

freshness and

unpleasantness.


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5.most representative

picture

Synchronization of all the

image toform one image

which in alice case of TIDE

is SUNRISE.

Helps in knowing what tide

means to her ,that it meant

freshness as smell of her

clothing after

tide,brightness(as in the

colours of her clothes after

using tide),calm or

peacefulness.

6.opposite images Customers describes pictures

that represent the opposite of

the task

When asked she said that Tide

is strong ,but not

harmful(using image of

acid),and tide leaves clothes

feeling soft and not harsh(image of porcupine)


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7.sensory images Descriptions are elicitated of

what does and does not

describe the

taste,touch,sound,color and

emotion of the concept being

explored

Taste: oysters(liquid tide),but

not peanuts

Smell:a cool rain,but not

perfume

Touch: a Kitten,but not burlap

Sound:a train whistles,but not

a timid mouse

Color: orange , but not black

Emotion: calm, but not

nervous .(these are the

emotions which alice

experienced using tide)

8.The mental map Customer creates a map or a

casual model using the

constructs that have been

elicited

She said that Tide brings

laundry to mind,and when she

thought of laundry ,she

thought that its expensive

,time consuming and

unpleasant,all of it is very

aggravating.also, when shethought of tide she thought of

a strong and dependable

detergent- a detergent that

cleans my clothes leaving it

fresh.Knowing that tide gets

her clothes clean means she

doesnt have any worries.even

thought tide is strong,it is

environmentally friendly ,and

thats important for the water

and health.


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9.The summary image Customer,with assistance from

a technician ,creates a

summary image using digital

imaging techniques

She said that if you look in

there ,youll see a teddy bear

here presents how my clothes

after they are washed in

tide,soft and

comfortable.The teddy bear is

holding a rose to let you know

my clothes smell good when

washed with tide.


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INFERENCE OF THE PROCEDURE

ZMET could be a hybrid methodology grounded during a broad body of literature. the

employment of photography as a pursuit tool includes a fifty year history that crosses several

disciplines, and therefore the validity and dependability of photography as a general analysis tool

has been mentioned extensively by Denzin(19S9). The thorough personal spoken communication

has important benefit in its claim (Mishler 1986; McCracken, (1988), and different analysis

conducted by gryphon and Haus (1992), Sver and Thompson (1991), Robinson (1991) and Fem

(1982) suggests the effectualness of non-public interviews compared with focus teams. The

validity and dependability of the Kelly Repertory Grid and laddering technique as suggests that

for eliciting constructs area unit well established (Kelly 1973; Gutman 1982; Sir Joshua

Reynolds and Gutman 1988).

To-date, our R & D with ZMET involving over four hundred interviews has yielded some

necessary insights. initial nearly all participants in spite of demographic characteristics, like

academic or activity expertise, with success have interaction altogether steps. Steps 7, eight and

nine that a priori might sound tough as a result of the tasks area unit unknown, area unit

undertaken quite without delay.

Second, considerable interviewing follow is needed to conduct the interview. every step are

often introduced {in completely different|in several|in numerous} ways in which and individual


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variations among customers might necessitate somewhat different approaches. Third, interviews

average concerning 2 hours, a substantial quantity of your time to pay with one client discussing

a really specific topic. now frame affords a chance to find out not solely concerning people's

initial thoughts (much as can be obtained by a structured form or focus group), however

additionally concerning the deeper which means of a subject. At identical time, the interviewers

should be sensitive to the difficulty of client fatigue. Finally, once the interview, participants area

unit given a follow-up survey (and a addressed sealed envelope) that assesses their experiences

with ZMET. Typically, we tend to get response rate of a minimum of eighty p.c and therefore the

participants indicate that the whole procedure, from taking/collecting pictures to the completion

of their digital image, is pleasurable, fascinating and involving.

CONCLUSION

Therefore, it is concluded that zmnt is a customer based technique which is highly effective and

efficient.It helps companies to know what consumers think,and feel about their product. It helps

in telling that how a consumer acts and the parameters of judgement of that product which is

unique to each consumer.This technique is a powerful qualitative instrument in buying behavior

as it makes companies aware as what images the consumer form s for that product and it is

relevant to the product and the images made have how deep emotional connect with the

brand.plus,80% of our thoughts and behavior is based on non-verbal orientations.It is concluded

that zaltman metaphor elication technique is a very effective qualitative tool in studying brand

image.

REFERENCES

Biel, Alexander L. (1993), "Converting Image Into Equity," in Brand Equity & Advertising:

Advertising's Role in Building Strong Brands, eds. David A. Aaker and Alexander L. Biel,

Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers, 67


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Blaxton, Max (1992), "Beyond Brand Personality: BuUding Brand Relationships," in Brand

Equity Advertising: Advertising's Role in Building Strong Brands, eds. David A. Aaker and

Alexander L. Biel, Hlsdale, NJ: Lawrence Erlbaum Associates, PubUshers, 113-124.

CoUier, John, Jr. and Malcolm, ColUer (1986), Visual Anthropology: Photography as a

Research Method, Revised and expanded edition. Albuquerque, NM: UnivwsityofNew Mexico

Press.

Dobni, DaWn and George Zinidian (1990), "In Search of Brand limage: A Foundation

Analysis,in Advances in Consumer Research Vol. 17, eds. Mawin E. Goldberg, Gerald Gom andRichard W. Pollay. Provo, UT: Association for Consumer Research, 100-119.

StoUer, Paul (1989), The Taste of Ethnographic Things: The Senses in Anthropology,

Philadelphia: The University of Painsylvania Press.

Black, Max. "More About Metaphor."In Metaphor and Thought, 2d ed., Andrew Ortony, ed.New

York, NY: Cambridge University Press, 1993.

Glucksberg, Sam. "Language and Thought." In The Psychology of Hurrmn Thought, R. J.

Sternberg and E. E. Smith, eds. Cambridge, Great Britain, 1988.

Danesi, Marcel. "Thinking IsSeeing: Visual Metaphors andthe Nature of Abstract

Thought." Semiotica 80, 3/4,(1990): 221-237

"See What I Mean? Photography as Nonverbal Communication

in Cross-Cultural Psychology." In Cross-Cultural Perspectivesin Nonverbal

Communication, Fernando Poyatos,ed. Hogrefe Publishers,

1988.


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Spiggle, Susan. "Analysis of Interpretation of Qualitative Datain Consumer Research." journal

of Consumer Research 21, 4 (1994):419-503.

Shaw, Mildred L. G., and CliffMcKnight. Think Again: PersonalDecision-Making and Problem-

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