effect of brand image on consumer buying_final project_junaid_4813_july2012

8/20/2019 Effect of Brand Image on Consumer Buying_Final Project_Junaid_4813_JulY2012

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Khadim Ali Shah Bukhari Institute of Technology A Project on

“E ect of Brand Image on Consumer Buying Beha ior!

A Case Study of Shangrila Pri ate "imited#

In Tomato Ketchu$ Category%

Su&mitted to! 'aculty of (anagement Sciences

In Partial ful)llment of the re*uirements for the degree of

(ASTE+ ,' B-SI.ESS A/(I.IST+ATI,. 0(1B1A2

-nder the Su$er ision of!

(iss1 Ayesha Shaikh

Su&mitted By!

3unaid Sheh4ad

Student I/! 5678

(ajors! (arketing

9ear : ;


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CE+TI'ICATE

I am pleased to certify that Mr. Junaid Shehzad S/o MuhammadHanif has satisfactorily carried out a research work, under mysupervision on the topic of "Efect o Brand Image onConsumer Buying Behavior : A case study o ShangrilaPrivate Limited# in Tomato Ketchu Category$%

I further certify that his distinctive original research and his thesisis worthy of presentation to the epartment of Marketing, !acultyof Management Sciences, "hadim #li Shah $ukhari Institute of

%echnology &"#S$I%' for the degree of M$# ma(ors in Marketing.

Ms. #yesha Shaikh

)ecturer

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Ta'le o Contents

)ist of %a*le +++++++++.+++++++++++++++..+

)ist of !igures +++++++++.+++++++++++++++..+

-

edication +++++++++.+++++++++++++++..+

#cknowledgements +++++++++.++++++++++++.+..+++

#*stract +..+++++++++++++++++++++++......0

Cha ter ! ( Introduction ))%)))))))))))))))))%))))% 12

1.1. $ackground ++++.+++++++++++++++++.++++ 11

1.3. Statement of the pro*lem

+...............................................................................11

1.4. 5esearch o*(ective +++.+++++++++++++++.+++++...+..

13

1.6. 5esearch Model +..++++++++++++++++++++++..+. 1

1. . 5esearch signi7cance +++...++++++++++++++++++.+.+.

1

Cha ter & ( Literature *evie+ )))%

))))))))))))))% !,

3.18 $rand Image.

............................................................................................. 10

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3.38 $rand #ttitude. +++++.++++++++++++++++++.++.

32

3.48 9urchase Intention+++++..+++++++++..+++++++++.+..

33

3.68 :"$ Model +++++++++++++++++++++++++.. 36

3. 8 ;ustomer )oyalty +++++++++++++++++++++++++. 3

Cha ter - ( *esearch .ethodology)))))))))))))) &/

4.18 5esearch design ++++++++++++++++++++++ 3

4.38 Sampling +++++++++++++++++++++... 30

4.48 ata collection instruments +++..+++++++++++++++++..

30

4.68 5esearch scope and limitations +++..+++++++++++++++.. 30

Cha ter 0 ( 1ata Analysis# *esults23indings 4 1iscussions

)))) -5

6.1. #nalysis of sample characteristics < demographics +++.+++++++

42

6.3. i=erent test +++.++++++++++++++++++++++++.+

4-

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Cha ter 6 ( Conclusions )))))))))))))))))))%%0/

Cha ter 7 ( *ecommendations ))))))))))))))))6-

A endi8 2 Anne8es )))%)))))))))))))))))%%%67

Bi'liogra hy )))%)))))))))))))%%))))))))6,

LIST 93 TABLES

Ta'le !: *elia'ility Statistics

Ta'le &: ( ; Test or Brand Image and Consumer Buying

Behavior

Ta'le -: ( ; Test or Product


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LIST 93 3I=>*ES

3igure !: =ender 1emogra hics

3igure &: 1emogra hics =ender Age Scale

3igure -: 1emogra hics Consum tion Segmentation

3igure 0: Shangrila Brand Choice# .ar?et Share

3igure 6: Shangrila Brand Choice# .ar?et Share +ith

=ender

3igure 7: Im ortance o Brand Image

3igure /: Im ortance o Lo+


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3igure ,: Im ortance o Product Kno+ledge

/E/ICATI,.

“(y Belo ed 'amily =

Es$ecially to (y "o ely (other% 0"ate2Efect o Brand Image on Consumer Buying Behavior:

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ACK.,>"E/?E(E.TS

%he >ords are short to thanks < acknowledge many important peoples whose

shore up was precious throughout the pro(ect process.

!irst, I would like to thank my pro(ect supervisor Ms. #yesha Shaikh, for her

guidance, wisdom, and assistance in all phases of the pro(ect. %he support

and cooperation of the sta= of M.$.# 9rogram in "hadim #li Shah $ukhari

Institute of %echnology &"#S$I%' a*solutely has done their great (o*s, in my

view, which smooth my learning process. %hey were also always helpful and

guided me through every stage of the pro(ect re?uirement formalities that

had to ful7ll. #lso thanks to my university friends, group mem*ers who

supported me to achieve all goals of M$# degree.

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In the end, I would like to thanks to My !amily mem*ers specially pray for my

Mother May #llah %a*arak>atallah give her place in his paradise, My Mother

always encouraged me to go forward and accomplished this task successfully,

which will ful7ll my carrier path.

My all@family mem*erAs *lessings have always led to me to the path of

success and achievement. %hey were always stand for me in order to

encourage me in all my work and same as my %eacher &Ms. #yesha Sheikh'

ABST+ACT

%he purpose of this study is to eBplore the e=ect of $rand Image on

;onsumer $uying $ehavior, which caused to purchase *y the consumers. Is

*rand image can change the consumer choice, switch to others *rand on

$rand perception, or imageC In addition, identify that the *rand image really

plays a role to attract the suspect and prospect customers. Is consumer likely

to *uy *randed products considering the *rand image either it is more

eBpensive, or opposite it most of the cases consumers switch to others *rand

due to increasing the prices impact or out of *udgeting. oes the $rand

Image really give a competitive advantage to an industry *y making standout

from its competitorsC oes it *e use as marketing tool for

promotion/attractionC %his ma(or factor will identify in this case study.

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%he study will eBamine the case of $rand Image of Shangrila 9rivate )imited,

discuss the process it followed and discover features and *ene7ts of this

approach.

C APTE* ! ( I T*91>CTI9

%he *oundless opportunity in the worldwide market throughout the

competitive advantages services, 9roducts ?uality, and satisfaction of the

customers. %he 7rms sustain their loyal customers and overcome the

challenge for the continued eBistence and growth. %his growth *ecomes the

industrial growth which is reDects to the national growth. %he dependency of

the successful *usiness is totally on their loyal customer satisfaction in terms

of ful7llment of their desire need and demands. %odayAs ma(ors 7rms are

fre?uently focusing on the understanding the customers and consumers

desire needs and trying to fetch prospect customers .

Ene of the highest contri*uted industries in an economy is !M;F industry. %his industrial sector is playing a ma(or role in todayAs *usiness environment

and the economy *ecause this is concern a*out every individual citizenAs

daily consumption goods for middle, middle upper class, of the country. %he

!M;F industry meant for daily consumption of goods. ItAs producing the

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ready meals or others products to use faster like you can easily have meal in

*reakfast, lunch, dinner, or refreshment i.e. $urger, $ath Soap, Shampoo,

%ooth 9aste, Juices, rinks, Sauces, Seasonings, 9ickles, and %omato "etchup.

Here all a*ove products on going products and 7rms are en(oying their

highest volumes of *usiness in the 9akistan. Ene of the )eading *randShangrila surviving since last two decades and dealing in !oodstu= category

of !M;F Industry.

!%! BACK=*9> 1

%he !M;F stand for G!ast Moving ;onsumer Foods and itAs contained numerous

sectors like !ood Stu=, 5eady Meal &!ast !oods', $akers, ;onfectionary, Feneral

items, soft drinks, etc. currently the competition in multinational and national

7rms in 9akistan are involves to provide their *etter services and products and

continues service improvement to their customers desired needs and wants.

%he $rand Image has found in the literature to *e a competitive tool for many

companies and their perception and *rand image. Shangrila *rands deal in the

foodstu= for cooking and snacks refreshment (uices. %he product category in

contained on Sauces, Seasons, 9ickles, "etchup, and Juices and its variant is

Sauces deal in Soy Sauce, ;hilli Sauce, Farlic ;hilli Sauce, and Seasoning deal in

$ar $. Sauce, inegar, Imli Finger Sauce. %hird one "etchup and 9ickles has a

vast range in their S"Ks, Juices produce in Mango, Fuava, Erange, 9each, and

#pple Davors. %he price o=ering of each product almost similar or litter mid

di=er with their competitors. %he target market of Shangrila is households and

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women are under 1 @42 ages, Juices category targeting to the teenagers, health

conscious peoples, and under 1- to 3 ages.

!%& P*9BLE. STATE.E T

%he pro*lem statement formulated for the research is,

“To determine @hether the &rand image of $roduct has anim$act on the consumer decision making and &uying

&eha ior1

!%- *ESEA*C 9B ECTIDES

%he researchAs primary aim is to esta*lish how $rand Image :=ect to the

;onsumer $uying $ehavior 9atterns in the !M;F sector. %he speci7c research

o*(ectives are8

•

etermine the relationship *etween strong *rand image < the e=ect onconsumer purchase intention < *ehavior.

• etermine the relationship *etween the product ?uality < e=ect on

consumer *uying *ehavior.• etermine the relationship *etween the high product knowledge decreases

the e=ect of *rand image.• etermine the positive relationship *etween satisfaction and loyalty

intention.• %o investigate which research paradigms, research methodologies and

data collection methods and methods of analysis would *e most

appropriate to research the pro*lem in ?uestion. %his o*(ective implies

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these associations, they form *rand image. #n image is formed a*out the

*rand *ased on su*(ective perceptions of associationAs *undle that the

consumers have a*out the *rand olvo is associated with safety. %oyota is

associated with relia*ility.

%he idea *ehind *rand image is that the consumer is not purchasing (ust the

product/service *ut also the image associated with that product/service.

$rand Images should *e positive, uni?ue and instant. $rand Images can *e

strengthened using *rand communications like advertising, packaging, word

of mouth pu*licity, other promotional tools, etc.

$rand Image develops and conveys the productAs character in a uni?ue

manner di=erent from its competitorAs image. %he *rand image consists of

various associations in consumersA mind attri*utes, *ene7ts and attri*utes.

$rand #ttri*utes are the functional and mental connections with the *randthat the customers have. %hey can *e speci7c or conceptual *ene7ts are the

rationale for the purchase decision. %here are three types of *ene7ts8

!unctional *ene7ts what do you do *etter &than others' do, emotional

*ene7ts @ how do you make me feel *etter &than others', and rational

*ene7ts/support @ why do I *elieve you &more than others'. $rand attri*utes

are consumers overall assessment of a *rand.

$rand Image has not to *e created, *ut is automatically formed. %he *rand

image includes productsL appeal, ease of use, functionality, fame, and overall

value. $rand image is actually *rand content. >hen the consumers purchase

the product, they are also purchasing its image. $rand image is the o*(ective

and mental feed*ack of the consumers when they purchase a product.



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9ositive *rand image is eBceeding the customersA eBpectations. 9ositive

*rand image enhances the goodwill and *rand value of an organization.

To sum u # "Brand image$ is the customerFs net e8tract rom the

'rand%

!%0 *ESEA*C .91EL

%o achieve the research o*(ectives, the following research model have *eendeveloped8

Inde$endent aria&les

$rand Image

5eputation

5elevance

9erformance

9roduct "nowledge

9romotions 9rice discount/e$endent aria&les

;onsumer )oyalty

;onsumer $uying $ehavior



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%he following hypotheses have developed to test the relationships *etweenthe dependent and independent varia*les8

H1: There is a relationship between positive Brand Image and consistentconsumer Buying Behavior.

H2: Diferent brand images lead to difer product uality things.

H!: High product "nowledge decreases the efect o# brand images.

H$: There is a positive relationship between satis#action and loyalty Intention

3I=>*E: !% C9 CEPT>ALI;ATI9 93 T E *ESEA*C.91EL



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!%6 *ESEA*C

SI= I3ICA CE

#s recent era of *usiness in !M;F

industry is the one of the dominant industry for

the last decades comparing others industry in the worlds although the

similarly this industry has a competition in the nationwide. %his competitive

environment caused *rand consciousness among su*scri*ers and potential

*uyers.

5esearches show that numerous factors impart in creating the awareness.

9urchase intention, 9roduct knowledge, Satisfaction, loyalty, and senses of

*elongingness towards *rands of any kind *ut sometimes customers

themselves are unaware of the reasons for the *rand preferences. In the

contemporary environment, the only constant is change. %herefore,

*usinesses have to develop di=erent strategies in order to survive in long run.

Ene of the *est strategies is a*out creating the *est *rand image in

considering the consumers mind that ensure a long@term growth of *usiness.

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;urrently the organizations are striving to retaining their customers and

constantly 7nding the caused ways to enter the customer mind and their

*lack *oB, which is inDuence to move the *rand choice to reduce the turnover

rate. %his is research helps to identity the factors, which is inDuence to *uy

their *randed products. Shangrila private limited will gain this researcho*(ective and will found the causes.

Since satis7ed customer is the core concern of any organization, therefore

they pay close attention toward the factors that inDuence a customerAs

decision towards *rand. %he main purpose of this research study is to

investigate the key varia*les that are having strong inDuence on customer

satisfaction in foodstu= manufacturer sector and inDuence purchasing

decision of customers. #lthough the result will *e *ene7cial for the

organization to make an action plan throughout the competitive strategy for

the competitor in terms of knowledge how *rand *ecomes more attractive.

C APTE* & LITE*AT>*E *EDIEG

#ccording to Hsieh, 9an, and Setiono &3226', a successful *rand image

ena*les consumers to identify the needs that the *rand satis7es and to

di=erentiate the *rand from its competitors, and conse?uently increases the

likelihood that consumers will purchase the *rand &p. 3 3'. # company or its

product services, which constantly holds a favora*le image *y the pu*lic,

would de7nitely gain a *etter position in the market, sustaina*le competitive

advantage, and increase market share or performance &9ark, Jaworski, <MacInnis, 10 -'. In add ition, several empirical 7ndings have con7rmed that a

favora*le image &i.e. *rand, store/retail' will lead to loyalty &e.g. "oo, 3224N

"andampully < Suhartanto, 3222N Oguyen < )e$lanc, 100 ', *rand e?uity

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&!aircloth, ;apella, < #lford, 3221N $iel, 1003N #aker, 1001N "eller, 1004',

purchase *ehavior &Hsieh et al., 3226' and *rand performance &5oth, 100 '.

5eynolds &10- ' noted that an image is the mental construct developed *y

the consumer on the *asis of a few selected impressions among the Dood of

the total impressionsN it comes into *eing through a creative process in which

these selected impressions are ela*orated, em*ellished, and ordered &p. -0'.

"otler &3221' de7ned image as the set of *eliefs, ideas, and impression that

a person holds regarding an o*(ect &p. 3 4'. En the other hand, "eller &1004'

considered *rand image as a set of perceptions a*out a *rand as reDected

*y *rand associations in consumerLs memory &p. 4' # Similar de7nition to

"ellerLs was proposed *y #aker &1001', where*y *rand image is referred to as

a set of associations, usually organized in some meaningful way &p. 120'.

$iel &1003' however de7ned *rand image as a cluster of attri*utes and

associations that consumers connect to the *rand name &p. '.

&%! : Brand Image

$rand image has conceptualized and operationalized in several ways

&5eynolds < Futman, 10 6N !aircloth et al., 3221'. It has *een measured

*ased on attri*utes &i.e. "oo, 3224N "andampully < Suhartanto, 3222'N

*rand *ene7ts values &i.e. Hsieh et al., 3226N 5oth, 100 N $hat < 5eddy,

100 'N or using MalhotraLs &10 1' *rand image scale &i.e. !aircloth et al.,

3221'. Measuring image *ased on the a*ove de7nition would help marketers

to identify the strengths and weaknesses of their *rand as well as consumersL

perceptions toward their product or services.

Pooming into "ellerLs &1004' conceptualization of *rand image, it considered

a perception a*out a *rand as reDected *y the *rand associations held in

consumersL memory. He suggested, *rand associations comprise of *rand

attri*utes, *rand *ene7ts, and overall *rand attitudes.

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%o "eller &1004', attri*utes are descriptive features that characterized a

product or service Q what a consumer thought the product or service is or has

and what is involved with its purchase or consumption . #ttri*utes can

classi7ed into product@related attri*utes and non product@related attri*utes

&i.e. price, packaging or product appearance information, user and usageimagery'. 9roduct@related attri*utes refer to the ingredients necessary for

performing the product or service function sought *y consumers while non

product@related attri*utes refer to the eBternal aspects of the product or

services that relate to its purchase or consumption. #s for *ene7ts, these is

considered the personal value consumers attach to the product or service

attri*utes Q that is, what consumers think the product or service can do for

them &p. 6'.

"eller &1004' descri*ed that this image *ene7ts can *e classi7ed intofunctional, eBperiential and sym*olic *ene7ts, which was originally derived

from the work of 9ark et al. &10 -'. Here, the functional *ene7ts are related to

the intrinsic advantages of product or services consumption and usually

correspond to the product related attri*utes. !or eBample, eBperiential

*ene7ts refer to what it felt like to use the product or services and usually

correspond to the product related attri*utes , while sym*olic *ene7ts were

associated with the underlying needs for social approval or personal

eBpression and outer@directed self@esteem and corresponded to non@product

related attri*utes.

&%& Brand Attitude

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!or *rand attitude, "eller &1004' referred to >ilkieLs &10 -' de7nition of

*rands #ttitudes which was consumersL overall evaluations of a *rand &p.

6' .Everall, image can generate value in terms of helping customer to process

Information, di=erentiating the *rand, generating reasons to *uy, gives

positive feelings, and providing a *asis for eBtensions aker, 1001'. ;reatingand maintaining image of the *rand is an important part of a 7rmLs marketing

9rogram &5oth, 100 ' and *randing strategy &"eller, 1004N #aker, 1001'.

%herefore, it is very important to understand the development of image

formation and its conse?uences such as satisfaction and loyalty.

%he focus of my dissertation is on the appearance of image e=ects in the

domain of consumer psychology. $ut (ust as stereotypes prevail in a variety of

social situations, so do image e=ects occur in di=erent persuasive conteBts8

not only at consuming goods, *ut also in times of elections, when the

Gproducts of political parties are rated *y voters &"eller, 322 ', or when

charita*le donations are given to humanitarian, nongovernmental

organizations &Morf, 322-'.

$ased on the views of "apferer &322680 ', *rand identity precedes *randimage. %he inDuence of the independent varia*les on *rand identity and its

shaping of *rand image, which is the modi7ed conceptual model supporting

this research.

$rand image represents an important aspect of marketing activitiesN *randing

and market o=ering with varied de7nition and approaches to its

conceptualization &$urleigh and Sidney, 10 N o*ni and Pinkhan, 1002N

Martinez and 9ina, 3224'. # widely accepted view is that *rand imagerepresents customersA perceptions of a *rand as reDected *y the *rand

associations held in consumer memory &Herzog, 10-4N "eller, 1004a, *'.

"eller &1004a, *' argued that these associations could originate from

;ustomers direct eBperience or from information o*tained on a market

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o=ering or due to the impact a pre@eBisting association with an organization

had on consumer. $rand image is, therefore, the mental picture or perception

of a *rand or a *randed product or service and includes sym*olic meanings

that consumers associate with the speci7c attri*utes of a product or service

& o*ni and Pinkhan, 1002N 9adgett and #llen, 100 N #peria and $ack, 3226'.

$rand image represents Gthe reasoned or emotional perceptions consumers

attach to speci7c *rands &)ow and )am*, 3222, p. 4 3' a set of *eliefs held

*y customers a*out a particular *rand, *ased upon some intrinsic and

eBtrinsic attri*utes of a market o=ering resulting to perceived ?uality, and

customer satisfaction aker, 1006N Farcia 5odriguez and $ergantinos, 3221'.

>here perceived ?uality refers to the customerAs 9erception of the overall

?uality or superiority of a product or service with respect to its intended

purpose, relative to alternatives &Peithaml, 10 N #aker, 1001N "eller and

avey, 3221'.

How much is a *rand worthC How does a *rand represent the productC "otler

&3222' contends that *rand is a name, term, sym*ol, design or all the a*ove,

and is used to distinguish oneAs products and services from competitors. !oreBample, Oike adopts a check mark as its *rand image, which creates a

positive e=ect indicating approval. "eller &1004' de7nes a *rand image as an

association or perception consumers make *ased on their memory toward a

product. %hus, *rand image does not eBist in the technology, features or the

actual product itself, *ut is something *rought out *y promotions,

advertisements, or users.

%hrough *rand image, consumers are a*le to recognize a product, evaluatethe ?uality, lower purchase risks, and o*tain certain eBperience and

satisfaction out of product di=erentiation. >hen it comes to eBperiential

product evaluation, a positive *rand image may make up for an inferior image

of the origin country and raise the possi*ility of the product *eing selected

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&%hakor and "atsanis, 100 '. #ccording to Frewal, "rishnan, $aker, and $orin

&100 ', the *etter a *rand image is, the more

5ecognition consumers give to its product ?uality.

&%- Purchase Intention;onsumers are usually limited in regards to the amount of time and product

knowledge to make an informed purchase decision when facing similar

products to choose from as a result, *rand image is often used as an eBtrinsic

cue to make a purchase decision &5ichardson, ick and Jain, 1006'. #kaah

and "orgaonkar &10 ' conclude that consumers are more likely to purchase

well@known *rand products with positive *rand image as a way to lower

purchase risks. 5ao and Monroe &10 ' also support this argument. # *randwith a more positive image does have the e=ect of lowering consumer

products perception risks and increasing positive feed*ack from the

consumers. %herefore, consumers generally *elieve they can make a

satisfying purchase *y choosing well@known *rands and lower any purchase

risks *y doing so.

%o counter 7erce competition, *usinesses often use promotions to stimulate

purchase intention and increase sales. "otler &3222' considers that promotion

is a com*ination of various incentives to stimulate consumers or retailers to

stir up immediate purchasing reaction toward a product or service within a

short time period. Mc;arthy and 9erreault &10 6' think promotion is di=erent

from advertisement or pu*lic report and eventually can stir up interest or

intention among &potential' *uyers to make a purchase. %hus, promotion aims

to create product eBposure, stimulate desires, maintain consumer loyalty and

raise sales volume &9ride and !errell, 3222'.

;onsumers respond to the incentive of saving when they see products are

*eing sale at a lower price, and increase their purchase intention. Since

consumers usually make an immediate purchase, when *eing reduced *y

economic incentives, the greater the promotion is, the more response it

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generates. odson, %y*out, and Sternthal &10 ' have proven that when

facing various *rand products with similar functions and ?ualities,

promotional items usually end up selling *etter and even attract loyal

consumers of other *rands. %his indicates promotion has great incentive

values. >hen consumers are presenting with great incentives, they are likelyto choose promotional items.

9rice discount may attract consumers to try out di=erent *randsN however,

after the promotion is over price discount may also lower the purchase

intention *ecause of associating price discount with lower ?uality. %o sum up,

price discounts may attract consumers with economic incentives, *ut may

eBpose them to inferior products with lower ?uality, which in the end will

write o= the *ene7t of the sales increase &5aghu*ir and ;orfman, 1000'.

9rior to purchasing, consumers *egin *y collecting product information *ased

on personal eBperience and eBternal environment. >hen the amount of

information reaches a certain level, consumers start the assessment and

evaluation process, and make a purchase decision after comparison and

(udgment.

%herefore, purchase intention is often use to analyze consumer *ehavior in

related studies. 9urchase intention means a su*(ective inclination consumers

have towards a certain product, and has *een prove a key factor to predict

consumer *ehavior &!ish*ein and #(zen, 10 '.

&%0 EKB .odel

%he :"$ model, developed *y :ngel, "ollat and $lackwell &10 6', is a process

used to evaluate consumersA decision making. %he model stresses that

consumer *ehavior is a continuing process, including recognition of a

pro*lem, information gathering, solution evaluation, and decision making. %he



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process is also a=ected *y *oth internal and eBternal factors like information

input, information process, general motives, environment, etc. #mong these

factors, information gathering and environmental stimulation are two crucial

inDuential factors in the 7nal decision making.

#ccording to "otler &3222', consumer *ehavior occurs when consumers are

stimulating *y eBternal factors and come to a purchase decision *ased on

their personal ;haracteristics and decision making process. %hese factors

include choosing a product, *rand, a retailer, timing, and ?uantity. %his means

consumersA purchasing *ehavior a=ected *y their choice of product and

*rand. %hus, we can eBamine the following factors that may a=ect purchase

intention8 1. 9rice discount lford and $iswas, 3223'. 3. ;onsumersA increase

of product familiarity &Johnson and 5usso, 10 6'. 4. 9roduct characteristics

are relates to product knowledge &Sultan, 1000'.

&%6 Customer Loyalty

5ichard Eliver &10 ' de7nes loyalty as8 Git is a strong commitment to

superior services or goods repurchase in future to ac?uire the same *rand

despite of marketing e=orts *y potential rivals and their impacts

&Hamidizadeh and Fhamkhary, 3220'.

%his de7nition may *e limited. In fact, customerAs commitment is the

outcome of an organization, which creates advantages for customers so that

they keep on increasing their purchase from the same organization. 5eal

customerAs commitment is esta*lished when he/she is motivate to purchase

without any encouragement. %his relationship esta*lished if parties feel that

there are special advantages for them and they can attract each other like

two poles. )oyal customer does not only focus on prices *ut also he/she acts

like a fan of organization and, as a result, helps to attract new customers

&Pare, 322 '. )ikewise, the cost to ac?uire a new customer is 1 times of

retaining an eBisting customer &!ahimi, 322-' and *y R increases in



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customersA loyaltyN the pro7t increases 3 Q percent &Hamidizadeh and

Fhamkhary, 3220'.

%o ac?uire customersA loyalty, one should initially have an image of the

customer. #t the outset, the organization has one customer and protects

him/her *y respect and mediation. %hen, it uses any relation as an

opportunity to esta*lish loyalty. >ith regard to customerAs loyalty, the goal is

to enhance the relationship *etween customer and organization in the

condition of passing di=erent steps of managing the relations with customer.

Hence, customerAs satisfaction grows and the value of relations will increase

among parties. %his is the same thing, which leads customer to loyalty

enhancement. If organization continues to meet customerAs needs and to

provide its services in a manner which motivates permanent demand, then a

*ilateral value will *e esta*lished and the 7nal target namely customerAs

dependency or strategic management of relations with customer will *e

achieva*le &;olwell et al, 3220'. !indings of Sirdeshmukh et al &3223' indicate

that customerAs value is a key a=ecting factor on customersA loyalty in

airlines. %hey support Hol*rook &1006' who said customerAs value is a

fundamental *ase for marketing activities.

;hurchill &100 ' states that *rand loyalty are customerAs preference to *uy a

certain *rand. Jacco*i et al &10 6' state that *rand loyalty di=er from *rand

ha*it or view though these can determine *rand loyalty in neBt steps. "im et

al &322 ' 7ndings on a=ecting factors on customersA view in hospitals indicate

that such factors as customer satisfaction, communicational commitments

and con7dence have a remarka*le impact on *rand loyalty and awareness

and a positive impact on customerAs view to hospital. !igure 3 outlines

conceptual model and hypotheses of present study. ;ustomerAs conception$rand image is esta*lished when consumers develop ideas, feelings and

eBpectations towards certain *rands as they learn, memorize and *ecome

accustomed to them &"eller, 1004'. >hen consumers are considering

purchasing a product, their purchase intention will *e determined *ased on



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the perception of its value given *y its *rand. >hen consumers have a higher

opinion on the ?uality of a certain *rand product, they are likely to have

higher perception of value &Monroe,

1002'. additionally, when consumers *ene7t more from purchasing the *rand

product than the price paid, they are more likely to make the purchase

& ickson and Sawyer, 1002'. #aker and "ellerAs &1002' research discovers

that a *rand with positive image improves consumer loyalty and trust and

strengthens consumersA purchase intention. $rand image no dou*t remains

an important cue during the process of consumersA purchase decision making.

C APTE* - *ESEA*C .ET 919L9=H

%he nature of the research is descriptive since the o*(ective of conducting the

research pro(ect is to determine what impact do each of the determinants of

*rand loyalty identi7ed in the theoretical framework have on $rand )oyalty,

and conse?uently on the ;onsumer 9urchase $ehavior in the !M;F sector.

Since the nature of research is descriptive, they survey method will *e

employed for data collection. Speci7cally, survey *ased ?uestionnaires will *e

used as the primary tool for data collection. %he data gathered will *e *oth

?uantitative and ?ualitative in nature. %he ?uestionnaire will predominantly

consist of closed ended ?uestions to save the time of respondents and ensurea high response rate.

%he central o*(ective of survey design is to search for relationships *etween

varia*les. It usually depends upon the use of a well@constructed

?uestionnaire, which is used to collect data from the relevant unit of analysis

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under study, usually, an individual. %hus this research can depict the

relationship&s' of certain varia*les of Service uality, ;ustomer Satisfaction,

$rand and ;orporate Image, and ;5M Strategies.

Since the research is consumer centric, the survey *ased ?uestionnaires will

*e circulated amongst the users of tomato ketchup of Shangrila *rand in

"arachi. %o supplement the ?uantitative data collected via the ?uestionnaires,

interview sessions will also *e conducted with the Marketing and 9roduct

evelopment epartment of Shangrila.

-%!% *ESEA*C 1ESI=

#s speci7ed earlier, the nature of the research is descriptive, and for ease of

purpose will *e cross sectional and not longitudinal in nature. In cross@

sectional research, data are collected from the research participants at a

single point in time or during a single, relatively *rief time period &i.e., a

period long enough to collect data from all of the participants selected to *e

in the study'.

%he ma(or advantage of cross@sectional research is that data can *e collected

on many di=erent kinds of people in a relatively short time period. !or the

purpose of this study, a cross sectional study is the appropriate techni?ue as

opposed to a longitudinal study due to time constraints, and furthermore, this

study does not attempt to eBamine trends.

%he population for the research includes *oth male and female users of the

%omato "etchup of Shangrila *rand in 9akistan. $y adopting the convenience

sampling approach, the sample size determined for the research is 122

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respondents residing in "arachi. ;onvenience sampling is one of the non@

pro*a*ility sampling designs that are *eing used in this research.

#s its name implies, convenience sampling involves collecting information

from mem*ers of the population who are conveniently availa*le to provide

this information. %he sampling units selected for analysis are *oth Male and

!emale user of %omato "etchup customers in "arachi.

%he rating *ased ?uestions in the survey will utilize an ordinal scale, with

higher num*ers coded to represent higher values. Statistical %ests including

pro*a*ility *ased z and t tests will *e performed on the data collected. In

addition, descriptive statistical measures such as measures of central

tendency will *e use to report and analyze overall trends discovered throughthe research study.

-%&% SA.PLI =

Sampling is the act, process or techni?ue of selecting a suita*le sample, or a

representative put of a population for the purpose of determining parameters

or characteristics of the whole population.;onvenience sampling is one of the non@pro*a*ility sampling designs that are

*eing use in this research. #s its name impulse, convenience sampling

involves collecting information from mem*ers of the population who are

conveniently availa*le to provide this information. %he sampling units

selected for analysis are *oth male and female %omato "etchup consumers

specially those who uses Shangrila %omato "etchup.

-%-% 1ATA C9LLECTI9 I ST*>.E TS

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%he nature of research is descriptive survey *ased ?uestionnaire have *een

used as a primary tool for data collection from a sample size of 122

participant.

-%0% *ESEA*C SC9PE A 1 LI.ITATI9 S

%he $rand selected for the research study is Shangrila $rand Image and

customer loyalty and $uying $ehavior will *e analyzed.

ue to time and *udget limitation, the research will *e conducted only in

"arachi and therefore the result may *e skewed and not hundred percent

applica*le to other cities. !or ease in research and time constraints,convenience sampling has *een adopted, and the sample will comprise on

females with sample size 122 primarily *etween the ages of eighteen to 7fty.

Feographic and demographic limitations of the research will have a slight

impact on the results o*tained and research 7ndings ?uoted in the study. %o

overcome these limitations, eBtensive secondary research will *e used to

provide a glo*al conteBt to the research.

C APTE* 0 ( 1ATA A ALHSIS# *ES>LTS23I 1I =S A 11ISC>SSI9 S

%he captioned chapter is concerned with working on analysis of the data

collection that have *een taken from the survey through ?uestionnaires,

Statistical test has *een applied on the data that was collected to either

eBcept or re(ect the null or alternative hypothesis that were develop for the

research pro(ect. !ollowing the testing interpretations has *een provided for

each hypothesis.

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0%! A ALHSIS 93 SA.PLE C A*ACTE*ISTICS A 11E.9=*AP ICS

emographics are the most contemporary statistical characteristics of a

population. %hese types of data are used widely in sociology &and especially

in the su*7eld of demography ', pu*lic policy, and marketing. ;ommonly

eBamined demographics include gender, race, age, disa*ilities, mo*ility,

home ownership, employment status, and even location. Demographic trends

descri*e the historical changes in demographics in a population over time &for

eBample, the average age of a population may increase or decrease over

time'. $oth distri*utions and trends of values within a demographic varia*le

are of interest. emographics are a*out the population of a region and the

culture of the people.

5esearchers typically have two o*(ectives in this regard8 7rst to determine

what segments or su*groups eBist in the overall populationN secondly to

create a clear and complete picture of the characteristics of a typical mem*er

of each segment. Ence these pro7les are constructed, they can *e used to

develop a marketing strategy and marketing plan. %he 7ve types of

demographics for marketing are age, gender, income level, race and

ethnicity. %he sample size of survey ?uestionnaire is 122, which include males

and females.

3I=>*E !: =E 1E* 1E.9=*AP ICS

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Male-- R

!emale44 R

1emogera hic Total o =ender

Male !emale

%he captioned chart is descri*ing the gender analysis of males and !emales,

which is &- R Males and 4 R !emales'.

3I=>*E &: 1E.9=*AP ICS =E 1E* A=E SCALE

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31 %o 42 ears 41 %o 62 ears 61 %o 2 ears %otal #ge of gender2

12

32

42

62

2

-2

2

4

-

3

2

4Male !emale

%his chart is presenting the age scale of Male and !emale participant of thesurvey, the most participative in the ages of 31 years to 42 years. Males have

contri*uted - R and females contri*utes 4 R share of the survey.

3I=>*E -: 1E.9=*AP ICS C9 S>.PTI9 SE=.E TATI9

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%he customers in di=erent ages who are consume %omato "etchup in di=erent

occasions. Here is statically de7ned demographics consumption

segmentation chart of the %omato "etchup consumption segment.

aily

>eekly

Monthly

Eccasionally

Oever

Fender

2 12 32 42 62 2 -2 2

1

2

4

0

31

16

32

1

-

!emaleMale

%he cumulative male and female data is descri*ing that the mostly

consumers of the %omato "etchup are consumes occasionally. However, the

highest ranking of the male is weekly *asis. It means there is a num*er of

gender isolation in the usage of %omato "etchup.

3I=>*E 0: S A =*ILA B*A 1 C 9ICE# .A*KET S A*E



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Shangrila N 6 R

OationalN 43R

MitchelsN 1 R

"norrN R EthersN 1R

Shangrila Oational Mitchels "norr Ethers

%he total market share of the Shangrila is 6 R as per the marked responded

which is highest market share contri*ution in the competition in the market.



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3I=>*E 6: S A =*ILA B*A 1 C 9ICE# .A*KET S A*EGIT =E 1E*

Shangrla Oational Mitchels "norr Ethers

2

12

1

32

3

42

3634

13

1

31

0

2 2

Male!emal

%he gender wise market share of the Shangrila descri*ed that the market

share of Shangrila is grater then others *rands.

0%& 1I33E*E CT TEST



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>hen we know the mean and standard deviation in a single population, we

can use the oneQindependent sample z test. %he oneQindependent sample z

test is a statistical procedure used to test hypotheses concerning the mean in

a single population with a known variance.

$efore performing the statistical analysis of the data gathered, it is important

to determine the relia*ility of the data *y calculating the ;ron*achAs alpha

constant. If the value of the constant lies *etween 2 and 1, the data collected

is considered to *e relia*le and accurate which would in turn lead to relia*le

test results and e=ective recommendations to *e made from the research.

%he following ta*le shows the calculations for the ;ron*achAs alpha constant

and reveals that since the value is *etween 2 and 1, the data collected

through the ?uestionnaires is relia*le and valid and that there are no

discrepancies involved in it.

%he

;ron*achAs #lpha is the coeTcient of relia*ility. %heoretically the value of

alpha is varies from 2 to 1. %he value of ;ron*achAs alpha is 2. 6, which

shows the pretty higher relia*ility of the results. Oow the statistical analysis

on the data can *e performed with a high degree of accuracy and the

relia*ility of results. %he z test of hypothesis for the mean follows the

following formula and notations8

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TABLE ! *ELIABILITH STATISTICS

;ron*achLs#lpha

;ron*achLs #lpha $asedon Standardized Items O of Items

. 0 . 11


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7! There is a relationshi$ &et@een $ositi e Brand Image and

consistent consumer &uying &eha ior .

%his test is the relationship *etween 9ositive $rand Image and

consistently consumer *uying *ehavior.

Ho: %ositive Brand Image has no impact on consumer buying behavior

Ha: %ositive Brand Image has impact on consumer buying behavior

%he uestion is asking to the respondents that If $rand Image/9roduct

9rice/5eputation/9erformance does not go well will you *uy it. It means that

the *rand images doesnAt go well and its reputation is not consider as positive

image in that market so would you like to purchase it & :S, Oo'.

TABLE &: ; Test or Brand Image and Consumer BuyingBehavior

1ataull y othesisJ !%6

Level o Signi cance 5%56Po ulation Standard1eviation 2.4166--24

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Sam le Si e !55Sam le .ean 2.11

Intermediate ;alculationsStandard :rror of theMean 2.24166--26P %est Statistic @66.321011-

> er Tail Test> er Critical Dalue !%700,6-7&/

$ Dalue 5%50*e ect the null

hy othesis

Since the p value calculated is less than R for the calculated sample meanand population standard deviation, and the z test statistic lies in the re(ectionregion, the null hypothesis has re(ected.

This im lies that ositive 'rand image and re utation is ositivelyrelated in creating a consistently consumer 'uying 'ehavior%

3I=>*E: 7% I.P9*TA CE 93 B*A 1 I.A=E

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es

Oo

2 12 32 42 62 2 -2

0

6

41

%he 7gure represents the result from survey ?uestionnaire, which has the

sample size 122. %he *lue color shows the male responded answer and red

color shows the answer of !emale.

%he result depict that that -R of the responded replied and agree to shift

from those *rand who are going not well and their reputation considering

negative image.

It o*viously is evidence for that the respondents agree that if the *rand imageand its reputation does not go well so they will not go to *uy this products.

%he main o*(ective of the consumer to *uy product is product ?uality and its

prices and reputation. It has asked to the responded that the *rand ?uality

and its reputation is not considering in good *rand as compare to the product

competitors. %he a*ove 7gures represent the answer of the responded is Oo.

it means that the result represent the desire of the consumers that they will

not desire to *uy this products.

;! /i erent &rand images lead to /i er $roduct *uality things1

%he test shows the relation *etween the *rand image of Shangrila perceived

*y the customers and how it inDuence lead to the product ?uality things



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o! Brand image has no lead to di er $roduct *uality

a! Brand image has leaded to di er $roduct *uality

%he ?uestion asking to the respondent that, do low ?uality and less o=ers

prices increase the *rand imageC It means that a *rand reduces their product

?uality and o=ers low prices as compare to their competitors so the *rand

image will increase do you &strongly #gree, #gree, #gree Oeither isagree,

isagree, Strongly isagree'.

TABLE -: ; Test or Product er Tail Test> er Critical Dalue !%700,6-7&/


hy othesis

Since the p value calculated is less than R for the calculated sample meanand population standard deviation, and the z test statistic lies in the re(ectionregion, the null hypothesis has *een re(ected.

3I=>*E: /% I.P9*TA CE 93 L9G ALITH B*A 1 I.A=E

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Strongly #greed

#greed

Oeither #greed nor isagreed

isgreed

Strongly isagreed

2R 12R 32R 42R 62R 2R -2R 2R 2R 02R 122R

1

31

12

11

3

1

6!emale Male

%he 7gure depicts the result from survey ?uestionnaire, which has the sample

size 122. %he dark *lue color shows the Male answers and the red color shows

the female answers. #s the responded ratio of male is - R which grater then

females, therefore the result reDects the highest contri*ution of males which

is very dynamics. Somewhere male rating is high and somewhere femalerating higher. Oow let us ela*orate a*ove found result of the survey.

%he 7rst option is strongly disagree where as R Male rating in survey and

R females are strongly disagreed. Secondly, 11R Male disagree and R

female disagree. It is middle options who are not agreeing or disagree that

was 31R male and 1 R female. %he total cumulative contri*ution in the

option not agrees that was only 10R Male and 11R females and the total

gender is 42R of the survey. Here is one option is remain which is agree orneither agree. %his option given to choose those participants who are not

con7dent a*out the ?uestion answer so they have chosen this option that was

31R Male and 1 R !emale. %he last option was agree and strongly agree

a*out that if the product ?uality reduces with low prices that *rand image will

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lead. >e got the result of last option agree and strongly agree that was 4-R

Male and 10R !emale the cumulative contri*ution of this answer R of total

gender which is highly contri*ution of the result.

It clearly shows that the respondents agree with that the Brand image can

lead to difers product uality.

8! igh $roduct kno@ledge decreases the e ect of &rand images1

%his test shows the relationship *etween the product knowledge with the

*rand image, that the how it is impact on *rand image in all the levels of

consumer *uying *ehavior.

o! Product kno@ledge has no im$act on Brand image

a! Product kno@ledge has im$act on Brand image

%he ?uestion is asking to the respondents that will you identity the ?uality

di=erence *etween di=erent *rands Hes# o%

TABLE 0 : ; test or Product Kno+ledge

1ataull y othesisJ !%6

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Level o Signi cance 5%56Po ulation Standard1eviation 2.3 -34601Sam le Si e !55Sam le .ean 2.01

Intermediate CalculationsStandard :rror of theMean 2.23 -3460P %est Statistic @32. 1303 11

> er Tail Test> er Critical Dalue !%700,6-7&/


hy othesis

Since the p value calculated is less than R for the calculated sample mean

and population standard deviation, and the z test statistic lies in the re(ection

region, the null hypothesis has *een re(ected.

3I=>*E: ,% I.P9*TA CE 93 P 9 *91>CT K 9GLE1=E



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Male

!emale

2R 12R 32R 42R 62R 2R -2R 2R 2R 02R 122R

4 2

Oo es


size 122. %he dark *lue color shows the option of :S, which descri*es that

responded can identify the product ?uality di=erence in *etween others

*rands. %here was 4 R females has participant and the 122R females replied

that she can identify the product ?uality with others *rands and R males

also replied that they can identify the di=erence product ?uality with other

*rand although R male replied opposite of that *ut it is very low

contri*ution of this ?uestion. %he total cumulative contri*ution of the total

gender is 03R who are agree that they can identify the product ?uality

di=erence with others *rands.

It is clearly shows that the responded has a product knowledge and it will

increase the *rand image *ecause they have a product knowledge and can

identify the produce di=erence with others *rands.

5! There is a $ositi e relationshi$ &et@een satisfaction and loyalty Intention1



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47/61

3I=>*E: /% I.P9*TA CE 93 L9HALTH I TE TI9

Male

!emale

2R 12R 32R 42R 62R 2R -2R 2R 2R 02R 122R

4

30

3

-

Oo es


size 122. %he dark *lue color shows the option yes, which descri*es that the

respondents have the rating to switch others *rand if its o=ers the somepromotion discount that was the 30R female replied yes out of 4-R and 4 R

male replied yes out of - R of the total survey participants. #nd 3 R male

replied they will never switch to others *and if they are o=ering some

promotional discounts. So the cumulative result that the --R participant

replied to switch others *rand if they will switch to others *rand if they will

o=ers promotional discount.

It is clearly shows that the respondents will prefer to switch others *rand if they will avail promotion discounts. It means there is a positive relationship in

*etween satisfaction of loyalty intention with the *rand if they are satis7ed

then they will grow their loyalty intention with the *rands.

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C APTE* 6 C9 CL>SI9 S

%his chapter is the conclusion of my research. It can focused on the various

sides that can *e draw from the data collected, through the ?uestionnaires

and the statistical analysis performed. Most of the results of the statistical

analysis con7rmed the eBisting theories of consumer *uying *ehavior in the

product of %omato "etchup.

%he research showed that it was not easy to identify the factors that are

e=ects on of *rand images and the *ehavior of the consumers for a

companyAs products *ecause there were many forces drawing consumers

away such as competition, consumersA thirst for variety, etc. !rom the

analysis of this study, it was shown that there are 7ve factors of *rand loyalty,

which are the Brand Image# *e utation# *elevance# Per ormance#

Product Kno+ledge# Promotional Price 1iscount%

%he 7ndings revealed that $rand Image and its reputation, 9erformance,

9roduct ?uality, prefera*ly promotional discount plays a signi7cant role in

inDuencing consumerAs decision@making and emphasis to *uy products. #ll

these factors showed positive relationships with consumer *uying *ehavior.

%he ! st cha ter *asically stands as the introduction and the overall

information of my topic, through the *ackground, of M/s Shangrila $rand

Image of consumer *uying *ehavior. Everview of the foodstu= Industries in

9akistan. $asically some interesting factors that came to light through the

research were the relationship *etween the overall $rand Image and feelings

consumer *uying *ehavior.

%he *ackground of this research descri*es that why Shangrila *rand is

important, when Shangrila was esta*lish in 9akistan, why consumer *ehavior

is important, and why $rand Image is important.

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%he 3 nd thing which I have done in chapter Q 1 is to create the pro*lem

statement8

“To determine @hether the &rand image of $roduct has an im$act on

the consumer decision making and &uying &eha ior1

%he o*(ective of this study was to esta*lish how $rand image a=ects the

consumer *uying *ehavior and their decision in the foodstu= Industry. It may

descri*es or modify the topic further.

%he research model descri*es *y identifying the dependent and independent

varia*les in my research. &Independent aria*les8 $rand Image, 5eputation,

relevance, 9erformance, 9roduct "nowledge, 9romotion 9rice iscount,

dependent aria*les8 ;onsumer )oyalty, ;onsumer $uying $ehavior'. %hesedependent and independent varia*les will help in creating and maintaining

the statement, which will work for the statistical analysis. %hese varia*les

also descri*ed with the conceptualized research model .

%he *ene7ts of this research are lies on the research signi7cance, !oodstu=

product manufacturers, current popularity of %omato "etchup among youth,

the revenues and the competitors.

%he &nd cha ter descri*es the literature review of my research, in which each

and every varia*le &dependent or independent' descri*ed *rieDy, Brand

Image# *e utation# *elevance# Per ormance# Product Kno+ledge#

Promotional Price 1iscount%%

%he -rd cha ter descri*es the research methodology in which the

theoretical framework have conducted, $asically convenience sampling was

used in this study. ata was collected using structured ?uestionnaire andpersonally administered.

%he research design and their limitations tell us a*out the age *rackets that

in what age my research *ased on. ;onvenience sampling is one of the non@

pro*a*ility sampling designs that are *eing used in this research. %he sample

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will comprise mainly of Sec # and Sec $ males and females primarily *etween

the ages of eighteen to 7fty. %he areas, which concern are in "arachi .

ata is *eing collected through the survey ?uestionnaires, the sample size of

122 consumers who are using the %omato "etchup.

%he cha ter 0 has descri*ed the data collection analysis, in this chapter I

have analyses the data that is collected through the survey ?uestionnaires.

5esearchers characteristically have two o*(ectives in this o*serve 7rst to

conclude what su*division or su*groups continue living in the overall

populationN and secondly to generate an understanda*le and a*solute

portrait of the characteristics of a distinctive associate of each of segment.

Ence these pro7les are constructing, they can *e worn to eBpand a marketingstrategy and marketing plan. %he 7ve types of demographics for marketing

are age, gender, income level, race and ethnicity.

In this case, I have drawn I simple pie chart in order to descri*e the sample

size of males and females. #nd in that chart males are a*out to - R and

females are a*out to 4 R included.

Second one is demographic gender age scale in this segment statisticalanalysis eBplain the gender respondentAs lies in age scale that is Male were

4R who are under age on 31@42, R 41@62, and R 6@ 2. It means that

total highest responded were youth, although a*out female 3 R who are

under age on 31@42, R 41@62, and 2R 6@ 2 it means there were also

highest contri*ution in females who are lies in under 31 Q 42 which is similar

to male. If we add *oth gender under age 31@42 so it will participate 2R in

these survey.

%hird one, I have drawn the *ar chart which eBplain the consumers

consumption segment who are using %omato "etchup aily, >eekly, Monthly,

Eccasionally, are under the age of &31 @ 2'.



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!ourth, one is where I have descri*ed the analysis of Market share of

Shangrila $rand compared with its competitors in the markets among the

responded. >hich is eBplaining the 6 R Shangrila, 43R Oational, 1 R

Mitchels, R "nor, and only 1R is others *rands customers.

The last one statistical analysis is to segregate the *rand user in gender

wise, we got the 6 R of Shangrila user in which 36R Male and 31R !emales.

>hich is grater then others *rands in *oth gender. %he other *rand is national

got the share *y the responded 34R Male and 0R !emales third one was

Mitchels got the share *y the responded 13R Male and R !emales the

second last is "norr (ust male which is only R and last one was 1R of other

*rand in Male only.

%he other thing which came in this chapter was the analysis of di=erent tests,

which are included in order to descri*es to overall statement along with the

*rieDy eBplanations, through *ar charts and *y taking di=erent tests of

statistical inferences, that how the statistical analysis on the data can *e

performed with a high degree of accuracy and the relia*ility of results. %his

session *asically descri*es the overall varia*les which I have mention a*ove,

how they inter@linked with each other, or create/develop the relationship with

each other. %he tests which are involved in this research were stands in two

di=erent terms, null and alternative.

Statement !: ! : %he positive *rand optimistically related with consistentconsumer *uying *ehavior. %his statement has descri*ed that the relationship

*etween the Shangrila has a positive *rand Image with their consistent

customers. Including the ?uestion from the ?uestionnaire, I have inter@linked it

with the testing tools. %hat, How the Shangrila positive *rand image reDects

Efect o Brand Image on Consumer Buying Behavior: A Case Study o Shangrila Private Limited in Tomato Ketchu CategoryPage 6!


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on its consistent consumers. In order to descri*e the process I have drawn the

*ar chart, which is depicts the results. %he *ar chart descri*es that how the

consumer will *ehave if the *rand image, reputation, performance, and its

prices does not going well. >ill they *uy productC es or Oo. #ccording to the

tests it shows the results in the negative, it has *een re(ected, which descri*esthe null statement. In addition, the results have *een shown that the ma(ority

of respondents are included in the Oo #round -R of respondents are

involved.

Statement &: & : i=erent *rand images lead to di=er product ?uality

things. In this statement has descri*ed the relationship *etween the Shangrila

$rand image with the product ?uality. It means that how the Shangrila $rand

Image reDects the product ?uality of shangrila. In order to descri*e this

process I have drawn a *ar chart, which shows the results along with the

statistical tools framework. %he ?uestion asking to the responded that, do low

?uality and less o=er prices Increase the *rand imageC &Strongly #gree, #gree,

Oeither agree disagree, isagree, Strongly isagree'. #ccording to the tests it

shows the results in the negative, it has *een re(ected, which descri*es the

null statement. %he *ar chart depicts the result that the respondents R

agree with this statement.

Statement -: - : High product knowledge decreases the e=ect of *rand

images, in this statement have descri*ed the relationship *etween high

product knowledge with the $rand image. It means that how the Shangrila

9roduct knowledge reDects the $rand image of Shangrila. In order to descri*e

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this process I have drawn a *ar chart. %he ?uestion descri*es that will you

identify the ?uality di=erence *etween di=erent *rands es. Oo. #ccording to

the tests it shows the results in the negative, it has *een re(ected, which

descri*es the null statement. %he results clearly shows that the responded

has a product knowledge and it will increase the *rand image *ecause theyhave a product knowledge and can identify the produce di=erence with others

*rands.

Statement 0: 0 : %here is a positive relationship *etween satisfaction and

loyalty intention, In this statement have descri*ed the relationship *etween

the Satisfaction with the )oyalty intention. It means that how the Shangrila

9romotional discount reDects the customer loyalty of Shangrila In order to

descri*e this process I have drawn a *ar chart. %his ?uestion asks the

respondents that o you switch to others *rand if it is provide the promotion

and discount. esUOo. %he ?uestion relates with the promotional discount

rating point@of@view. #ccording to the tests it shows the results in the

negative, it has *een re(ected, which descri*es the null statement. %he result

de7nitely descri*e that the customer will prefer to switch other *rand if they

will avail promotional discounts. It means there is a positive relationship in

*etween satisfaction of loyalty intention with the *rand if they are satis7edthen they will grow their loyalty intention with the *rands.

%he purpose of this research is to investigate how the respondents inDuenced

*y factors of consumer *uying *ehavior. %he consumer loyalty and consumer

*uying decision is important for an organization to ensure that its products is

always keeps in the minds of consumers and prevent them from switching to

other *rands.

C APTE* 7 *EC9..E 1ATI9 S

5ecommendation means something &as a course of action' that is

recommendation as advisa*le. Something that recommends &eBpresses

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recommendation' of a person, thing as worthy, desira*le, any ?uality, or

characteristic that gains a person a favora*le reception or acceptance or

admission.

:very statement has a recommendation, which is totally depend upon the

results of statement. If the statement is null statement is re(ected this means

relationship *etween varia*les &dependent or independent' does not eBist

and the respondents do not give importance to the varia*les *een discussed.

%he recommendations will focus on the positive initiatives that Shangrila can

take in order to remain the market leader in the !oodstu= Industry.

%he 3irst hy othesis was the Gpositive *rand image and it has re(ected

*ecause it is the null hypothesis. !or many consumers, positive *rand imageis a very important attri*ute. %he attri*ute *rand image and its reputation in

the market can de7nitely *e more important on consumer decision making

than that of 9roduct 9rice/5eputation/9erformance others. %he overview a*out

the e=ect of positive *rand image should *e fear however *ecause consumer

reactions to a *rand di=erential clearly depend on the magnitude of the

di=erential as well as the *rand loyalty which are considered.

%he relationship *etween 9ositive $rand image and consistently consumer

*uying *ehavior eBactly will understand.

Shangrila $rand Oame is one of its ma(or components in the foodstu=

Industry, *ecause the positive $rand image is the identity of Shangrila

products. $rand Image is important for the 7rm to attract customers to

purchase the product and inDuence repeat purchasing *ehavior. ;onsumers

tend to perceive the products from an overall perspective, associating with

the *rand name all the attri*utes and satisfaction eBperienced *y the

purchase and use of the product.



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%he Second hy othesis was the G9roduct ?uality di=ers with other *rands

and it was re(ected *ecause it is the null hypothesis. 9roduct ?uality with

other *rands plays a crucial role. It is a powerful source of identity and helps

to pro(ect the intended image of the product against the competition and in

the process of positioning a *rand in the minds of the target audience.#lthough somewhere it o*served that that 7rms take a risk to reduces their

product ?uality and o=ers the low prices to take an advantage and retain the

regular customers and attract the prospect customers.

Shangrila *rand has an individual identity in the market regarding the product

?uality *ecause they are maintaining their product ?uality *ut as it has

identify that if the company reduces their products ?uality and low o=ers

prices so they can lose their customers. So they have to maintain their

customers with a=orda*le prices.

%he Third hy othesis was the G9roduct knowledge and it was re(ected

*ecause it is the null hypothesis. 9roduct "nowledge is refers to product

?uality or its taste as concerned with the product. If the customer has product

knowledge, so he can identify the products ?uality and its taste. #s we, all

knows that a product ful7ls the customerAs eBpectations and desiredN the

customer will *e pleased and consider that the product is of accepta*le or

even high ?uality. If his or her eBpectations are not ful7ll, the customer will

consider that the product is of low ?uality. %his means that the ?uality of a

product de7ned as Gits a*ility to ful7ll the customerAs needs and

eBpectations .

%here is need to educate to all Shangrila customers and consumers a*out

their product knowledge to di=erentiate with others *rands product, get the

competitive edge, and sustain their customers if there is a di=erence in prices

with others *rands.

%he 3ourth hy othesis was the GSatisfaction and loyalty intention and it

has re(ected *ecause it is the null hypothesis. ;ustomerAs satisfaction in



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terms of 7nancial *ene7ts has a core *usiness concept. %his is a *usiness

terminology to evaluate as how much a promotional discount can o=er *y the

company has *een a*le to satisfy or please the customers. $ecause

customers satisfaction *uild the customer relationship and grow up the

perfect *rand image in customers mind. #lthough customers loyalty intentionis plays a very important role in the *usiness world.

#ccording to the survey this thing has proved that if the loyal customers of

any company avail the some promotional discount to others company he will

move a*ruptly even though he is concerned and has loyalty intention with his

*rand.

;ustomer would *ecome more loyal and satisfy to your product if companywill also keen a*out their priority and satisfaction. Most of the times

customers are very much keen a*out the *ehavior of the company towards

their complains a*out the promotional discounts. :ither they take a seriously

or not. If company takes it seriously, it can increase customer satisfaction

*ecause customer can think that company cares a*out them.

PPE 1IM2A EMES

*ESEA*C ESTI9 AI*E

%his uestionnaire is to *e used to conduct a research on G:=ect of $rand Image onconsumers *uying *ehavior . ou are kind re?uested to 7ll this uestionnaire with*est of your "nowledge and :Bperience.

Oame &Eptional'

Fender8 Male !emale #ge 31 @ 42 #ge 41 @ 62 #ge 61 @ 2



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!% Please encircle your ans+er%

1. !rom where you usually purchase %omato "etchupC

&5etailer, >holesaler, Super Store, Super Market'

3. How fre?uently do you use %omato "etchupC

& aily, >eekly, Monthly, Eccasionally'

4. In which *rand are you loyal customer in %omato "etchupC

&Shangrila, Oational, MitchelAs, Ethers'

&% Please tic? the ans+er o your choice against each Nuestion%

6. o you *elieve that *rand image is the important aspect of every product Hes o

. o you switch to others *rand if its provide the good ?uality of the products. Hes

o

-. o you switch to others *rand if itAs provide the promotion and discount Hes

o

. >ill you identity the ?uality di=erence *etween di=erent *rands Hes o

. >ill you purchase those *rands which has a good reputation in the market Hes o

0. oes packaging a=ect the *rand image of a productC Hes o

12. If $rand Image/9roduct 9rice/5eputation/9erformance doesnAt go well will you *uy

itC Hes

o

!% Please ut the num'er as er your choice in the 'lan? 'o8 given

'elo+%

6% Strongly Agreed 0% Agreed -% either Agreed nor disagreed &% 1isagreed !%

Strongly disagreed

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11. How much do you agree that $rand reputation inDuence to *uy product

.

13. How much do you agree that product and its performance create the Food

*rand Image .

14 o u agrees that maintain the product ?uality *uild the relationship in */w

)oyal ;ustomer .

16. oes *rand am*assadors or referral power increase its *rands image and

customer loyalty .

1 . o low ?uality and less o=ers prices increase the *rand image .

BIBLI9=*AP H

1. %am, kwok, keung,&322 ', :=ect of *rand image on consumer purchasing*ehavior, on ;lothing8 ;omparison *etween ;hina and the K"As ;onsumerspp 1Q 0-.

Efect o Brand Image on Consumer Buying Behavior: A Case Study o Shangrila Private Limited in Tomato Ketchu CategoryPage 6,


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3. chi Hsin, "uang, &3220', %he Impact of $rand #wareness on ;onsumer9urchaseIntention the Mediating :=ect of 9erceived uality and $rand )oyalty pp 1Q

12

4. )in, Oan, Hong, &322 ', %he :=ect of $rand Image and 9roduct "nowledge on9urchase Intention Moderated *y 9rice iscount, pp 1@13

6. $ian, Vuemei, &3220', %he role of *rand image, product involvement, andknowledge in eBplaining consumer purchase *ehavior of counterfeits irectand indirect e=ects pp 1 Q 3-.

. Moore, Matthew, &3220', oes *rand image or taste have more inDuence onconsumer preference for energy drinks, pp 1@3-.

-. ;harlene, 5. ;hedi, &322 ', %he inDuence of *rand preference on *rand image

transfer # research on *rand event congruity in sponsorships pp 1@42

. )in, Hsiao, )ing, &322 ', ;onsumer Satisfaction/ issatisfaction in #pparelEnline Shopping at the 9roduct@5eceiving Stage8 %he :=ects of $rand Imageand product performance pp 1 Q 1 3.

. #nantaya, 9on*amrungwong, &3220', %he impact of *rand on %hai femaleconsumer in purchase decision of foreign makeup product pp 1@-6.

0. "hasawneh, "haled, &3212', %he :=ect of !amiliar $rand Oames on ;onsumer$ehavior8 # Jordanian perspective, pp 1@3 .

12. enkat, 5amesh, &322 ', IM9#;% E! ;KS%EM:5 :V9:5I:O;: EOS#%IS!#;%IEO, $5#O IM#F: #O )E #)% 8 # S%K IO # $KSIO:SS@%E@$KSIO:SS conteBt, pp 1@16.

11. Eg*a, Ike@:lechi, &3220', :Bploring the impact of *rand image oncustomer loyalty and commitment in china, pp 1@14.

13. !a, Marti, ;asadesus, &3211', %he Impact of $rand :?uity on 9urchaseIntention and $rand 9reference@the Moderating :=ects of ;ountry of Eriginimage, pp 1@

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14. . l Oe*enzah, Israel, &100-', Measuring the (oint e=ect of *rand andcountry image in consumer evaluation of glo*al 9roducts, pp 1@1

16. M. egeratu, #leBandru, &100-', %he :=ects of $rand Oame, 9rice, andother Search #ttri*utes

1 . Han, ing, &322-', Impact of *rand identity on perceived *rand image of the nelson mandela metropolitan university, pp 1@13-

1-. )in, Hsiao, ling, &322 ', %he e=ect of *rand image and productperformance, pp 1@1 3

1 . >ardi, Eliver, &3212', :=ect of *rand image in ac?uiring sponsors ;ase8!loora*al clu* espoon Eilers, pp 1@0

1 . :rlangung, a*handlung, zur, &322 ', Image e=ects8 How *rand imageschange consumerAs product ratings, pp 1@3-4

10. Eg*a, Ike, :lechi, &3220', :Bploring the impact of *rand image oncustomers loyalty and commitment in china, pp @1@14

32. SondohJr, Stephenl, &322 ', %he e=ect of $and image on Everallsatisfaction and loyalty intention in the conteBt of color cosmetic, pp

31. $atra, 5a(eev, &3226', %he Situational impact of *rand image *eliefs, pp1@3-

33. #chouri, Mohamed, #li, &3212', %he :=ect of the congruence *etween*rand personality and self@image on consumers satisfaction and loyalty8 #conceptual framework, pp 1@1-

34. Hanzaee, "

effect of brand image on consumer buying_final project_junaid_4813_july2012

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