BUSINESS Resarch Method Proposal

7/28/2019 BUSINESS Resarch Method Proposal

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S u p e r i o r U n i v e r s i t y L a h o r e Page 1

BEACHLOR BUSINESS

ADMINSTRATOR

Madam : Khansa Irem

M.TARIQ 11344

BBA (5) A

Submitted To:

Submitted By:

Program:


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Table of Content

Page No

Title ............01

Acknowledgement ........03

Dedication ......03

Abstract......04

1. Introduction.......04to51.1. Theoretical model......5

1.1.Purpose of Research.....061.2.

Objective..06

1.3.Significance ofresearch....061.4.Research Question....071.5.Hypothesis....07

2. Literature Review.........................07to11Data & Methodology........12

2.1.Data......122.1.1. Paradigms .....122.1.2. Secondary data .....13

3.2. Methodology ...14

3. Limitations and Delimitations.....154. Ethical Considerations.............155. References.......16


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Acknowledgement and dedication

Acknowledgement:-

First of all we are thankful to one and only the Almighty Allah and his prophet Mohammed

(PBUH) for always guiding us in the thick and thin and giving us strengths and courage to

complete this proposal, without them nothing would have been possible .Our special thanks to

our teacherMadam.Khansa I remwho not only provide us Opportunity to do this assignment but

also paid a Fair attention to do it. Then we would like to thank our parents whose prayers and

support have always been influential in our lives. Finally we would like to thank all the peoplewho directly or indirectly helped us out in this, and a thank you goes to the organizations whose

data we used in this project as well.

Dedication:-

To Almighty Allah and his prophet Mohammed (PBUH), and to Our loving parents who gave

our life to face the world and to our dearest sisters who gave us a lot and always there For us

whenever we need them we also dedicate to all our teacher specially Madam.Khnsa Irem to

teach us and help us in every knowledge activity that we were done.


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Impacts of advertisement on consumer buying behavior

Abstract

Expansion strategies, industry brand awareness that great influence of consumer buying

behavior. Our main aim exploring the factor that effect consumer buying behavior. In my

study I choose industrial sector of Pakistan which I select production industry sector. In this

study I will get data through questionnaires and interviews. The total number of my

respondents will be hundred.

1.Introduction:-

Understanding consumer buyer behavior is basic to the successful management of the marketing

mix and the building of long term, profitable customer relationships. It is, after all, consumers

who make up markets.Neilson studies show social media ranks as the second highest of

channels where people spend their time. Television ranks first, at 30% and social media is 28%,

while radio trails at 16% and print is dropping to 12%. Moreover, social networks are where

people are online, ranking highest of time spent at 28%, contrasted to all other online uses which

drop to less than 10% of time spent. Social media allows a company to create two-way

communication with stakeholders. No longer are companies limited to one way information to its

public. Traditional methods often make customers and prospects feel they are shouted at and

bombarded by top down messages. By contrast, social media allows people to interact with a

company In order to offer the right consumers the right products at the right time, providers of

products and services need to understand their preferences, prejudices, motivations and buying

habits. They need to appreciate that every purchase decision is a choice decision and that it

encompasses a wide variety of factors. As human beings, we make our choice using acombination of rational judgments, based on facts and previous experience, and subjective

feelings that determine our likes and dislikes. As consumers are not always the buyers and this

chapter adopts the definition of consumers as being the end users of the product or service. In

trying to comprehend why people buy what they buy, marketers have to make judgments about

the importance they ascribe to consumers expressed beliefs about certain products and services.


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An advertisement is essentially a piece of persuasive communication, persuasive because it seeks

to influence public opinion of coaxing people into accepting what it has to offer. An

advertisement is also a paid announcement intended to promote the sale of a product or service,

to advance an idea or bring about some other effect desired by the advertiser. It is a general

message, not forcing anyone to buy anything, but inviting everyone to identify, understand and

adopt the use of goods, services, and ideas. The advertiser pays the medium to deliver the

message. He chooses the paper, or a number of papers simultaneously, or the issue of a magazine

that will publish his message. If the medium choose is TV or radio, he enjoys the freedom to

select even the timing of the broadcast. But he has to pay heavily for exercising his choice. In

this sense, newspapers, if not the other media, owe their existence to advertisers.

The product advertised may vary from matches and toothpaste to farm houses and automobiles

the services may range from restaurants and laundries to forgiven tours.

1.1 Theoretical Frame Work:

Variables:-

Independent Mediating Dependent

Advertising Brand Awareness Consumer Behavior


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1.2 Purpose statement:-

The purpose of conducting this study is to investigate the impact of advertisement on consumerbuying behavior. In this study the working factors are brand awareness, brand images and

consumer consideration. For determining the impact on investment quantitative study will be

used to determine this relationship between independent variables advertisement and dependent

variable consumer buying behavior. Where dependent variable consumer buying behavior can be

generally defined on advertisement.

1.3 Objectives:

Main objective:-

Identify impact of advertising on consumer behavior.

Sub objective:-

Main objective of this research is to get the knowledge about consumers that how consumerattract towards brand through advertisement.

Through this we want to know that how advertisement is the main key of any companiesbrand or product to compete with their competitors in market.

1.4 Significance:-

The main significance of this study is to analyze the attraction of consumer through brand

awareness. Through this study we can analyze the choice of consumers regarding any products.

We come to know that how advertisement creates brand awareness in customers mind and howconsumer makes decision about any product. Through this study marketer can get knowledge

that how they can capture the whole market of same brand. Marketer comes to knows how they

can create picture of their brand in customers mind through advertisement. Policy maker can get

the knowledge that which types of advertisement should be adopts to capture the consumer

towards our brand.


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1.5 Hypothesis:-

H1: There is relationship between advertising and awareness.

HO: There is no relationship between advertising and awareness.

2. Literature review:

In this article it is determine that how customers get awareness about product, risk assessment

and how they take decision for the purchasing of the product. If customer have awareness of our

brand in his mind then they associates themselves with our brand. He concludes that you should

convey the positive attitude of brand and at least the customer heard about your brand andprefers your brand. rand equity, like the concepts of brand and added value (discussed in the

section headed The brand construct'') has proliferated into multiple meanings. Accountants tend

to define brand equity differently from marketers, with the concept being defined both in terms

of the relationship between customer and brand as something that accrues to the brand. Feldwick

(1996) simplifies the variety of approaches, by providing a classification of the different

meanings of brand equity as the total value of a brand as a separable asset when it is sold, or

included on balance sheet a measure of the strength of consumers attachment to a brand a

description of the associations and beliefs the consumer has about the brand. The first of these is

often called brand valuation or brand value, and is the meaning generally adopted by financial

accountants. The concept of measuring the consumers level of attachment to a brand can be

called brand strength (synonymous with brand loyalty). The third could be called brand image,

though Feldwick (1996) used the term brand description. When marketers use the term brand

equity'' they tend to mean brand description or brand strength. Brand strength and brand

description are sometimes referred to as ``consumer brand equity'' to distinguish them from the

asset valuation meaning. Brand description is distinct because it would not be expected to be

quantified, whereas brand strength and brand value are considered quantifiable (though the

methods of quantification are not covered by this article). Brand value may be thought to be

distinct as it refers to an actual or notional business transaction, while the other two focus on the

consumer.Aaker. D.A; (1991)


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This study is conducted to investigate Marketing communications may provide the means for

developing strong, customer-based brand equity. Among marketing communication tools,

advertising and price promotion have always played a pivotal role. The purpose of the study was

to know the consumer thinking about search goods and experience goods. The effects of

advertising expenditure and price promotion on brand equity and shift the spot light on the

moderating role of product category. This research contains three constructs including

advertising, price promotion and brand equity. To reduce the complexity, this study concentrates

in the effects of advertising expenditures and price promotion. The integrated marketing

communication is not included.brand equity is from a financial markets point of view

where the asset value of a brand name is appraised (Farquhar et al., 1991; Swait et al.,

1993). Customer-based brand equity definition approaches the customers perception and

response to a brand name (Keller, 1993; Shocker et al., 1994; Lassar et al., 1995). The

rationale for concentrating on customer based brand equity is that the power of a brand lies in

what customers experiences over time (Keller, 2003). Brand equity is defined as brand assets

linked to a brands name and symbol that add to, or subtract from, a product (Aaker and

Joachimsthaler, 2000). More recently, brand equity has increasingly been defined in

customer based contexts (Keller, 2001; Sihna et al., 2000, Yoo and Donthu, 2001, 2002; Yoo

et al, 2000; Washburn and Plank, 2002). Customer based brand equity measure ment

studies are constructed mainly on dimensions of brand equity proposed by Aaker (1991,

1996) and Keller (1993, 1998) as well as some other previous research findings (Yoo and

Donthu, 2001, 2002) conceptual model comprises of four dimensions which are brand

awareness, brand associations, perceived quality and brand loyalty.Keller. K. L ;( 2003)

This research investigates the factors affecting customer value and behavioral intentions. The

purpose of this study is to analyze how customer confused at the time when he is going to

purchase thing at the base of brands name and brands image. To justify this thing he uses

different factors like price of ht product, quality of product which consumers perceive and brandawareness. This study showed how price becomes involved in consumers value judgments.

Consumers consider not only the focal product price, but also the prices of alternative products.

Customer value seems to be a useful concept in marketing consumer products.


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Although the automobile Industry has invested heavily in improving customer Satisfaction and

service quality for years, commensurate Investment had not been given to customer value based

Strategy development. Harkins, Latan6, and Williams 0980) first summarized the impact of

identifiability on social loafing by observing that it "moderates social loafing" (p. 303) and then

within the same paragraph proposed "that identifiability is an important mediator of social

loafing Similarly, Findley and Cooper (1983), intending moderator interpretation, labeled

gender, age, race, and socio- economic level as mediators of the relation between locus of control

and academic achievement. Baron and Kenn; (1986)

This study it is the role of brand awareness in consumer choices process. This replication used

the same method, but with a different product category, a large sample, and a group that included

experienced as well as inexperienced consumer. Result support the original finding that brand

awareness is a dominate choice approach among awareness group subject. Subject choosing

from s set of brand with marketed awareness differential showed an overwhelming preference

for the high awareness brand. Despite quality and price differentiate. The majority of behavior

(Rosenthal, 1990). The replication reported in this H&Bs subjects had never purchased peanut

butter for them paper, employs the same procedures as H&B but uses a differ selves, and the rest

indicated they had purchased peanut buttering product category (still a common, repeat purchase

prod only a few times at most. In the replication study, more taunt), a slightly altered (inclusion

of non-novices) and larger. (1) Inexperienced never bought or pendent researcher is more highly

regarded (Monroe, 1992).they also made their decision faster than subject in the no awareness

condition and sampled fewer brand. In a surprising finding, respondents use of the awareness

choice heuristic did not seen to decline steadily over repeated choice trial, but rather showed

something of a u shaped pattern with subject returning to the high awareness brand in the latter

choice trial,. Little support was found for hoer and brown finding that subject in the no brand

awareness condition chose the quality brand in on the final trial more often the those in

awareness differential condition.Monroe.K; (1996)

In this study it is verify that the impacts of advertising expenditure on brand awareness, brand

choices and brand consideration. The purpose of authors study is to know that if the advertising

expenditures are overspending or under spending to create brand awareness, brand choices and

brand consideration. To clarify his discussion he used a dataset that can be used to study the full


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impact advertising expenditures on awareness, consideration, and brand choice. The marketing

effort, translated partially to (1) perceived advertising spending, (2) distribution intensity and (3)

store image, is considered as (a) antecedent in the formation of the level of knowledge of the

brand name (Rossiter & Percy, 1987; Aaker, 1991) and (b) determinant of the associations linked

to its image (Alba & Hutchinson, 1987; Yoo, Donthu & Lee, 2000). Apart from the direct

effect of these precedents on both dimensions of brand equity, we try to demonstrate the

indirect effect that brand image receives via the dimension of brand awareness. From the

theoretical review on brand value we construct a theoretical model of causal relationships

between the marketing efforts and the dimensions of brand equity. This is defined as a set of

assets and liabilities linked to the brand, which adds or subtracts value to or from a product in its

relationships with customers (Aaker, 1991). To contrast the model, the structural equations

model is applied. In our case, the constructs or latent variables are two of the dimensions

of brand equity, according to Aaker (1991). Following, Yoo et al. (2000), we analyze how each

of the components of brand equity is affected previously by the perception of the market about

the marketing effort the company develops concerning brands. To verify our model we carry out

an empirical research of a consumers' sample of a consumption product (fruit juice) which we

submitted to a questionnaire of attitudes. Once its reliability and validity was determined, this

questionnaire could be used for the application of the structural model. Aaker, D.A. and G.S.

Day (1974)

the contrary, Procter & Gamble (P&G) ended up as the mar kept leader in almost all categories

it introduced in China (Tunistra 2000).Although the few empirical studies on entry success (e.g.,

Gielens and Dekimpe 2007; Luo 1998; Pan, Li, and Tse 1999) have made important

contributions to the topic, they suffer from at least one of the following limitations First, the

studies focus on a single country China in most cases. Second, the studies use a restrictive

definition of success, such as market share, which does not encapsulate degrees of success and

failure. Third, the studies often focus on one particular industry. Fourth, the studies do not cover

success or failure over time from the beginning of the libber alizarin of the Chinese and Indian

economies. Against this setting, it is unclear whether these findings are generalist-able across

industries and emerging markets. The current study attempts to analyze the success and failure of

firms entering the major emerging markets of China and India. It addresses the following

research questions, what drives the success of entry into China and India? Is entry into China


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more or less successful than that into India? And how do entry mode, entry timing, and firm size

(firm-level variables) and economic distance, cultural distance, country risk, and country

openness (country-level variables) affect success? Our contributions to the literature are as

follows: First, we propose a richer measure for success and failure, which encapsulates

longitudinal historical accounts. Second, was late our measure of success to underlying drivers

that emerge from a vast body of interdisciplinary research over decades? Third, we focus on both

the major emerging mar kits, China and India. Fourth, because of the paucity of sys thematic or

syndicated data, we use the historical method (Golder and Tellis 1993) to collect data to answer

these questions.Hoch .L;(1994)


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3. Data and Methodology

3.1Data

3. 1.1 Paradigms:

The term paradigms describe a collection ofbeliefs shared by scientists a set of agreements

about how problems are to be understood, how we view the world and thus go about conducting

research. There are three times of paradigms.1) positivism 2)interpretivism 3)pragmatism

Positivism:

Positivism supposes that true knowledge is based on experience of right mind and can be

acquires by observation and experiment. Positivistic theorists adopt scientific methods as a

means to generate knowledge. They believe on majestic reality. It is also called Scientific

Method, Empirical Science, Post Positivism and Quantitative. In positivism the research

approach which is used that is called deduction. In deduction research approach we revise or

confirm the theory. Deduction includes 6 steps:

1) Theory2) Hypothesis3) Data Collection4) Findings5) Hypothesis Confirmed or Rejected6) Revision of Theory.


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Interpretivism:

In this paradigm many actuality shaped by researchers preceding understanding and

assumptions. it is also called Constructivism, Social Constructivism and Qualitative Research.

Assumption identifies in this paradigm that individuals try to find and understanding of the world

in which they live and work. They develop subjective meanings of their experiences or towards

sure objects or things. These meanings are diverse and multiple, leading the researcher to look

for the difficulty of views rather than narrowing meaning into few categories or ideas. The

process of induction is to develop the theory. Induction process includes 4 steps:

1) General research question2) Data collection3) Findings4) Generation of theory

Pragmatism:

It is also called mixed method research. In this paradigm the researcher is allowed to use

quantitative and qualitative, methods, techniques and procedure of research that best gather their

needs. it is concerned with application what works and solutions to the problems. The

researcher work on pragmatism is agreed that research always occurs in social, historical,

political and other contexts. They believe that they need to stop asking questions about reality

and the law nature. They can adopt both qualitative and quantitative method and which they feel

appropriate method that can be qualitative or quantitative.

In my research I will adopt the positivism paradigm because my research is quantitative and

research approach which I will use is deduction.


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3.1.2. Secondary data

For my research Iwill use secondary data. For the collection of data I will design close ended

questionnaires and also conduct few interviews. The sample size will be 100 and the work is

done on SPSS software.

3.2. Methodology

In my research I will use both Descriptive and Inferential analysis. Descriptive analysis includes

Frequency Table, Graphical Representation by Bar chart, 5 Figure Summary, Box Plot.

Inferential analysis includes Histogram, Correlation, and Regression test, chi square test.

Frequency Table:Frequency table is used for numerical data which will be in the form of numbers. In this table we

know only about the summary of things.

Bar Chart:Bar chart is used for graphical representation of our collected data.

Five Figure Summary:Five figure summary build for scale variable. It consists of Median, Minimum value,

Maximum value, Lower quartile and Upper quartile.

Box Plot:Box Plot makes for scale variable. It is used for numerical data. When there is much

fluctuation occurs in data then outliers are comes. Outliers are small circles.

Histogram:It is makes for scale variable and it is for numerical data continuous.Bell curve is makes from

histogram. It tells us about normality of data.

Correlation:


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Correlation tells us about Relationship, Direction and Strength of variables. I will check in this

test about relationship of two variables. I will check the effect of Dependent and Independent

variable on each other.

Regression:In regression analysis I will use Nominal, Ordinal and Scale variable.

4. Limitations and delimitations

I will conduct my research work only in Lahore and Gujranwala due to some limitations. Noticeable

limitation is the factor of time constraints due to which I will only surveyed the few Production industries

of Lahore and Gujranwala. In addition limitation which I face is lack of transportation facilities

due to the weak financial support. So, I am conducting research study only in the Lahore and

Guranwala.

5. Ethical considerations:

The key Ethical aspects that I will follow in my research are given bellow.

It is sure that my owned personal biases and views did not get in the way of research. The data collected by respondents will be kept secret. Nothing is done that would cause physical and emotional hurt to respondent.


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6. References:-

Aaker, D.A. (1991),Managing Brand Equity: Capitalizing on the Value of a Brand Keller, K. L. (2003), Strategic Brand Management, Upper Saddle River, NJ: Prentice-Hall. Baron RM, Kenny DA (1986). The moderator-mediator variable distinction in social

psychological research: Conceptual, strategic, and statistical considerations. J. Pers. Soc.

Psychol., 51(6): 1173-

Aaker, D.A. and G.S. Day (1974), A Dynamic Model for Relationships among advertising,Consumer Awareness, Attitudes, and Behavior,Journal of Applied Psychology, 59, 281-286

East, R:Consumer Behavior: Advances and Applications in Marketing, Monroe, K.: On Replications in Consumer Research: Part 1.Journal Prentice Hall, London.

1996.

Oliver RL (1997). Satisfaction: A Behavioral Perspective on Consumer. 1996. Arenas, Williams F. Contemporary Advertising. USA:Richard D. Irwin, A. Times

Mirror Higher Education Group Inc. Company.

Rossiter JR & Percy L (1987).Advertising and Promotion Management. Singapore:McGraw-Hill.

Hoch, S. J., Drze, X. and Purk, M. E. 1994. EDLP, hilo and margin arithmetic. Journal ofMarketing, 58: 1627

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