Effect of Brand Image On Consumer Buying - Final Project - Junaid - 4813 - JulY2012

Khadim Ali Shah Bukhari Institute of
Technology
A Project on
Effect of Brand Image on Consumer Buying Behavior:
A Case Study of Shangrila Private Limited,
In Tomato Ketchup Category
Submitted to: Faculty of Management Sciences

In Partial fulfillment of the requirements for the degree of
MASTER OF BUSINESS ADMINISTRATION (M.B.A)
Under the Supervision of:
Miss. Ayesha Shaikh
Submitted By:
Junaid Shehzad
Student ID: 4813
Majors: Marketing
Year - 2012
A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 1
CERTIFICATE
I am pleased to certify that Mr. Junaid Shehzad S/o Muhammad
Hanif has satisfactorily carried out a research work, under my
supervision on the topic of
Effect of Brand Image on
Consumer Buying Behavior : A case study of Shangrila
Private Limited, in Tomato Ketchup Category.
I further certify that his distinctive original research and his thesis
is worthy of presentation to the Department of Marketing, Faculty
of Management Sciences, Khadim Ali Shah Bukhari Institute of
Technology (KASBIT) for the degree of MBA majors in Marketing.
Ms. Ayesha Shaikh

Lecturer

Table of Contents
List of Table
...
List of Figures
...
Dedication
...
Acknowledgements
.... 8
Abstract
........
Chapter
Introduction..
. 10
1.1. Background
1.2.
.. 11
Statement
of
the
problem
...............................................................................11
1.3. Research objective .......
12
1.4. Research Model
..... 15
1.5. Research significance ......

17
Chapter 2 Literature Review .

. 18
2.1: Brand Image.
............................................................................................. 19
2.2: Brand Attitude.
...
20
2.3: Purchase Intention.......
22
2.4: EKB Model
.. 24
2.5: Customer Loyalty . 25
Chapter
Research
Methodology
27
3.1: Research design
28
3.2: Sampling
... 29
3.3:
Data collection instruments ....
29
3.4: Research scope and limitations .... 29
Chapter 4 Data Analysis, Results/Findings & Discussions

30
4.1. Analysis of sample characteristics & demographics .
30
4.2. Different test ..
36

Chapter 5 Conclusions ..
47
Chapter 6 Recommendations
53
Appendix
/
...56
Bibliography
Annexes
...
58
LIST OF TABLES
Table 1: - Reliability Statistics
Table 2:
Z Test for Brand Image and Consumer Buying
Behavior
Table 3:
Z Test for Product Quality
Table 4 : Z Test for Product Knowledge

Table 5: Z Test for Loyalty Intention

LIST OF FIGURES
Figure 1: Gender Demographics
Figure 2: Demographics Gender Age Scale
Figure 3: Demographics Consumption Segmentation
Figure 4: Shangrila Brand Choice, Market Share
Figure 5: Shangrila Brand Choice, Market Share with
Gender
Figure 6: Importance of Brand Image
Figure 7: Importance of Low Quality Brand Image
Figure 8: Importance of Product Knowledge
DEDICATION
My Beloved Family
&
Especially to My Lovely Mother (Late)
ACKNOWLEDGEMENTS
The Words are short to thanks & acknowledge many important peoples whose
shore up was precious throughout the project process.
First, I would like to thank my project supervisor Ms. Ayesha Shaikh, for her
guidance, wisdom, and assistance in all phases of the project. The support
and cooperation of the staff of M.B.A Program in Khadim Ali Shah Bukhari
Institute of Technology (KASBIT) absolutely has done their great jobs, in my
view, which smooth my learning process. They were also always helpful and
guided me through every stage of the project requirement formalities that
had to fulfill. Also thanks to my university friends, group members who
supported me to achieve all goals of MBA degree.

In the end, I would like to thanks to My Family members specially pray for my
Mother May Allah TabarakWatallah give her place in his paradise, My Mother
always encouraged me to go forward and accomplished this task successfully,
which will fulfill my carrier path.
My all-family members blessings have always led to me to the path of
success and achievement. They were always stand for me in order to
encourage me in all my work and same as my Teacher (Ms. Ayesha Sheikh)
ABSTRACT
The purpose of this study is to explore the effect of Brand Image on
Consumer
Buying Behavior, which caused to purchase by the consumers. Is
brand image can change the consumer choice, switch to others brand on
Brand perception, or image? In addition, identify that the brand image really
plays a role to attract the suspect and prospect customers. Is consumer likely
to buy branded products considering the brand image either it is more
expensive, or opposite it most of the cases consumers switch to others brand
due to increasing the prices impact or out of budgeting. Does the Brand
Image really give a competitive advantage to an industry by making standout
from
its
competitors?
Does
it
be
use
as
marketing
tool
for
promotion/attraction? This major factor will identify in this case study.

The study will examine the case of Brand Image of Shangrila Private Limited,
discuss the process it followed and discover features and benefits of this
approach.
CHAPTER 1 INTRODUCTION
The
boundless
opportunity
in
the
worldwide
market
throughout
the
competitive advantages services, Products quality, and satisfaction of the

customers. The firms sustain their loyal customers and overcome the
challenge for the continued existence and growth. This growth becomes the
industrial growth which is reflects to the national growth. The dependency of
the successful business is totally on their loyal customer satisfaction in terms
of fulfillment of their desire need and demands. Todays majors firms are
frequently focusing on the understanding the customers and consumers
desire needs and trying to fetch prospect customers.
One of the highest contributed industries in an economy is FMCG industry.
This industrial sector is playing a major role in todays business environment
and the economy because this is concern about every individual citizens
daily consumption goods for middle, middle upper class, of the country. The
FMCG industry meant for daily consumption of goods. Its producing
the

ready meals or others products to use faster like you can easily have meal in
breakfast, lunch, dinner, or refreshment i.e. Burger, Bath Soap, Shampoo,
Tooth Paste, Juices, Drinks, Sauces, Seasonings, Pickles, and Tomato Ketchup.
Here all above products on going products and firms are enjoying their
highest volumes of business in the Pakistan. One of the Leading brand
Shangrila surviving since last two decades and dealing in Foodstuff category
of FMCG Industry.
1.1
BACKGROUND
The FMCG stand for Fast Moving Consumer Goods and its contained numerous
sectors like Food Stuff, Ready Meal (Fast Foods), Bakers, Confectionary, General
items, soft drinks, etc. currently the competition in multinational and national
firms in Pakistan are involves to provide their better services and products and
continues service improvement to their customers desired needs and wants.
The Brand Image has found in the literature to be a competitive tool for many
companies and their perception and brand image. Shangrila brands deal in the
foodstuff for cooking and snacks refreshment juices. The product category in
contained on Sauces, Seasons, Pickles, Ketchup, and Juices and its variant is
Sauces deal in Soy Sauce, Chilli Sauce, Garlic Chilli Sauce, and Seasoning deal in
Bar B.Q Sauce, Vinegar, Imli Ginger Sauce. Third one Ketchup and Pickles has a
vast range in their SKUs, Juices produce in Mango, Guava, Orange, Peach, and
Apple flavors. The price offering of each product almost similar or litter mid
differ with their competitors. The target market of Shangrila is households and
women are under 18-30 ages, Juices category targeting to the teenagers, health
conscious peoples, and under 16 to 25 ages.
1.2 PROBLEM STATEMENT

The problem statement formulated for the research is,
To determine whether the brand image of product has an

impact on the consumer decision making and buying
behavior.
1.3 RESEARCH OBJECTIVES

The researchs primary aim is to establish how Brand Image Effect to the
Consumer Buying Behavior Patterns in the FMCG sector. The specific research
objectives are:
Determine the relationship between strong brand image & the effect on
consumer purchase intention & behavior.
Determine the relationship between the product quality & effect on

consumer buying behavior.
Determine the relationship between the high product knowledge decreases

the effect of brand image.
Determine the positive relationship between satisfaction and loyalty

intention.
To investigate which research paradigms, research methodologies and

data collection methods and methods of analysis would be most
appropriate to research the problem in question. This objective implies

that the appropriate overall research design for the study must be
determined.
To construct (design) a research instrument that will canvass the opinions

of stakeholders of the perceived brand image of the Shangrila, as shaped
by brand identity. This objective requires an in-depth analysis of secondary
sources dealing with brand identity, brand image and related concepts.
To source primary data to gauge the opinions of stakeholders perceived

Shangrila Brand Image.
To analyze the data and report on possible disparities (Gaps) between

the expectations linked to the Shangrila brand image and the actual
experience of this brand.
To make recommendations regarding which dimensions, if any, of the

Shangrila Brand identity need to addressed to enhance the image of the
institution.
Brand image is the current view of the customers about a brand. It can
define as a unique bundle of associations within the minds of target
customers. It signifies what the brand presently stands for. It is a set of
beliefs held about a specific brand. In short, it is nothing but the
consumers perception about the product. It is the manner in which a specific
brand positioning in the market. Brand Image conveys emotional value and
not just a mental Image. Brand Image is nothing but an organizations
character. It is an accumulation of contact and observation by people external
to an organization. It should highlight an organizations mission and vision to
all. The main elements of positive brand image are unique logo reflecting
organizations image, slogan-describing organizations business in brief and
brand identifier supporting the key values.
Brand image is the overall impression in consumers mind that formed from
all sources. Consumers develop various associations with the brand. Based on
these associations, they form brand image. An image is formed about the
brand based on subjective perceptions of associations bundle that the
consumers have about the brand Volvo is associated with safety. Toyota is
associated with reliability.
The idea behind brand image is that the consumer is not purchasing just the
product/service but also the image associated with that product/service.
Brand Images should be positive, unique and instant. Brand Images can be
strengthened using brand communications like advertising, packaging, word
of mouth publicity, other promotional tools, etc.
Brand Image develops and conveys the products character in a unique

manner different from its competitors image. The brand image consists of
various associations in consumers mind attributes, benefits and attributes.
Brand Attributes are the functional and mental connections with the brand
that the customers have. They can be specific or conceptual benefits are the
rationale for the purchase decision. There are three types of benefits:
Functional benefits what do you do better (than others) do, emotional
benefits - how do you make me feel better (than others), and rational
benefits/support - why do I believe you (more than others). Brand attributes
are consumers overall assessment of a brand.
Brand Image has not to be created, but is automatically formed. The brand
image includes products' appeal, ease of use, functionality, fame, and overall
value. Brand image is actually brand content. When the consumers purchase
the product, they are also purchasing its image. Brand image is the objective
and mental feedback of the consumers when they purchase a product.
Positive brand image is exceeding the customers expectations. Positive

brand image enhances the goodwill and brand value of an organization.
To sum up, Brand image is the customers net extract from the
brand.
1.4 RESEARCH MODEL

To achieve the research objectives, the following research model have been
developed:
Independent Variables
Brand Image
Reputation
Relevance
Performance
Product Knowledge
Promotions Price discount
Dependent Variables
Consumer Loyalty
Consumer Buying Behavior

The following hypotheses have developed to test the relationships between

the dependent and independent variables:
H1: There is a relationship between positive Brand Image and consistent
consumer Buying Behavior.
H2: Different brand images lead to differ product quality things.
H3: High product knowledge decreases the effect of brand images.
H4: There is a positive relationship between satisfaction and loyalty Intention
FIGURE: 1. CONCEPTUALIZATION OF THE RESEARCH

MODEL

1.5 RESEARCH
SIGNIFICANCE
As
recent
era
of
business
industry is the one of
in
FMCG
the dominant industry for
the last decades comparing others industry in the worlds although the
similarly this industry has a competition in the nationwide. This competitive
environment caused brand consciousness among subscribers and potential
buyers.
Researches show that numerous factors impart in creating the awareness.
Purchase intention, Product knowledge, Satisfaction, loyalty, and senses of
belongingness towards brands of any kind but sometimes customers
themselves are unaware of the reasons for the brand preferences. In the
contemporary
environment,
the
only
constant
is
change.
Therefore,
businesses have to develop different strategies in order to survive in long run.

One of the best strategies is about creating the best brand image in
considering the consumers mind that ensure a long-term growth of business.

Currently the organizations are striving to retaining their customers and

constantly finding the caused ways to enter the customer mind and their
black box, which is influence to move the brand choice to reduce the turnover
rate. This is research helps to identity the factors, which is influence to buy
their branded products. Shangrila private limited will gain this research
objective and will found the causes.
Since satisfied customer is the core concern of any organization, therefore
they pay close attention toward the factors that influence a customers
decision towards brand. The main purpose of this research study is to
investigate the key variables that are having strong influence on customer
satisfaction in foodstuff manufacturer sector and influence purchasing
decision of customers. Although the result will be beneficial for the
organization to make an action plan throughout the competitive strategy for
the competitor in terms of knowledge how brand becomes more attractive.
CHAPTER 2 - LITERATURE REVIEW

According to Hsieh, Pan, and Setiono (2004), "a successful brand image
enables consumers to identify the needs that the brand satisfies and to
differentiate the brand from its competitors, and consequently increases the
likelihood that consumers will purchase the brand" (p. 252). A company or its
product services, which constantly holds a favorable image by the public,
would definitely gain a better position in the market, sustainable competitive
advantage, and increase market share or performance (Park, Jaworski, &
MacInnis, 1986). In addition, several empirical findings have confirmed that a
favorable image (i.e. brand, store/retail) will lead to loyalty (e.g. Koo, 2003;
Kandampully & Suhartanto, 2000; Nguyen & LeBlanc, 1998), brand equity

(Faircloth, Capella, & Alford, 2001; Biel, 1992; Aaker, 1991; Keller, 1993),
purchase behavior (Hsieh et al., 2004) and brand performance (Roth, 1995).
Reynolds (1965) noted that "an image is the mental construct developed by
the consumer on the basis of a few selected impressions among the flood of
the total impressions; it comes into being through a creative process in which
these selected impressions are elaborated, embellished, and ordered" (p. 69).
Kotler (2001) defined image as "the set of beliefs, ideas, and impression that
a person holds regarding an object" (p. 273). On the other hand, Keller (1993)
considered brand image as "a set of perceptions about a brand as reflected
by brand associations in consumer's memory" (p. 3) A Similar definition to
Keller's was proposed by Aaker (1991), whereby brand image is referred to as
"a set of associations, usually organized in some meaningful way" (p. 109).
Biel (1992) however defined brand image as "a cluster of attributes and
associations that consumers connect to the brand name" (p. 8).
2.1 : Brand Image

Brand image has conceptualized and operationalized in several ways
(Reynolds & Gutman, 1984; Faircloth et al., 2001). It has been measured
based on attributes
(i.e. Koo, 2003; Kandampully & Suhartanto, 2000);
brand benefits values (i.e. Hsieh et al., 2004; Roth, 1995; Bhat & Reddy,
1998); or using Malhotra's (1981) brand image scale (i.e. Faircloth et al.,
2001). Measuring image based on the above definition would help marketers
to identify the strengths and weaknesses of their brand as well as consumers'
perceptions toward their product or services.
Zooming into Keller's (1993) conceptualization of brand image, it considered
a perception about a brand as reflected by the brand associations held in
consumers' memory. He suggested, "brand associations comprise of brand
attributes, brand benefits, and overall brand attitudes.
To Keller (1993), attributes are "descriptive features that characterized a

product or service what a consumer thought the product or service is or has
and what is involved with its purchase or consumption". Attributes can
classified into product-related attributes and non product-related attributes
(i.e. price, packaging or product appearance information, user and usage
imagery). Product-related attributes refer to the ingredients necessary for
performing the product or service function sought by consumers while non
product-related attributes refer to the external aspects of the product or
services that relate to its purchase or consumption. As for benefits, these is
considered "the personal value consumers attach to the product or service
attributes that is, what consumers think the product or service can do for
them" (p. 4).
Keller (1993) described that this image benefits can be classified into
functional, experiential and symbolic benefits, which was originally derived
from the work of Park et al. (1986). Here, the functional benefits are related to
the intrinsic advantages of product or services consumption and usually
correspond to the product related attributes. For example, experiential
benefits refer to "what it felt like to use the product or services and usually
correspond to the product related attributes", while symbolic benefits were
associated with the underlying needs for social approval or personal
expression and outer-directed self-esteem and corresponded to non-product
related attributes.
2.2 Brand Attitude

For brand attitude, Keller (1993) referred to Wilkie's (1986) definition of

brands Attitudes which was "consumers' overall evaluations of a brand" (p.
4).Overall, image can generate value in terms of helping customer to process
Information, differentiating the brand, generating reasons to buy, gives
positive feelings, and providing a basis for extensions (Aaker, 1991). Creating
and maintaining image of the brand is an important part of a firm's marketing
Program (Roth, 1995) and branding strategy (Keller, 1993; Aaker, 1991).
Therefore, it is very important to understand the development of image
formation and its consequences such as satisfaction and loyalty.
The focus of my dissertation is on the appearance of image effects in the
domain of consumer psychology. But just as stereotypes prevail in a variety of
social situations, so do image effects occur in different persuasive contexts:
not only at consuming goods, but also in times of elections, when the
products of political parties are rated by voters (Keller, 2007), or when
charitable
donations
are
given
to
humanitarian,
nongovernmental
organizations (Morf, 2006).
Based on the views of Kapferer (2004:98), brand identity precedes brand

image. The influence of the independent variables on brand identity and its
shaping of brand image, which is the modified conceptual model supporting
this research.
Brand image represents an important aspect of marketing activities; branding
and
market
offering
with
varied
definition
and
approaches
to
its
conceptualization (Burleigh and Sidney, 1955; Dobni and Zinkhan, 1990;

Martinez and Pina, 2003). A widely accepted view is that brand image
represents customers perceptions of a brand as reflected by the brand
associations held in consumer memory (Herzog, 1963; Keller, 1993a, b).
Keller (1993a, b) argued that these associations could originate from
Customers direct experience or from information obtained on a market
offering or due to the impact a pre-existing association with an organization

had on consumer. Brand image is, therefore, the mental picture or perception
of a brand or a branded product or service and includes symbolic meanings
that consumers associate with the specific attributes of a product or service
(Dobni and Zinkhan, 1990; Padgett and Allen, 1997; Aperia and Back, 2004).
Brand image represents the reasoned or emotional perceptions consumers
attach to specific brands (Low and Lamb, 2000, p. 352) a set of beliefs held
by customers about a particular brand, based upon some intrinsic and
extrinsic attributes of a market offering resulting to perceived quality, and
customer satisfaction (Aaker, 1994; Garcia Rodriguez and Bergantinos, 2001).
Where perceived quality refers to the customers Perception of the overall
quality or superiority of a product or service with respect to its intended
purpose, relative to alternatives (Zeithaml, 1988; Aaker, 1991; Keller and
Davey, 2001).
How much is a brand worth? How does a brand represent the product? Kotler
(2000) contends that brand is a name, term, symbol, design or all the above,
and is used to distinguish ones products and services from competitors. For
example, Nike adopts a check mark as its brand image, which creates a
positive effect indicating approval. Keller (1993) defines a brand image as an
association or perception consumers make based on their memory toward a
product. Thus, brand image does not exist in the technology, features or the
actual
product
itself,
but
is
something
brought
out
by
promotions,
advertisements, or users.
Through brand image, consumers are able to recognize a product, evaluate
the quality, lower purchase risks, and obtain certain experience and
satisfaction out of product differentiation. When it comes to experiential
product evaluation, a positive brand image may make up for an inferior image
of the origin country and raise the possibility of the product being selected
(Thakor and Katsanis, 1997). According to Grewal, Krishnan, Baker, and Borin
(1998), the better a brand image is, the more
Recognition consumers give to its product quality.
2.3 Purchase Intention

Consumers 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, brand image is often used as an extrinsic
cue to make a purchase decision (Richardson, Dick and Jain, 1994). Akaah
and Korgaonkar (1988) conclude that consumers are more likely to purchase
well-known brand products with positive brand image as a way to lower
purchase risks. Rao and Monroe (1988) also support this argument. A brand
with a more positive image does have the effect of lowering consumer
products perception risks and increasing positive feedback from the
consumers. Therefore, consumers generally believe they can make a
satisfying purchase by choosing well-known brands and lower any purchase
risks by doing so.
To counter fierce competition, businesses often use promotions to stimulate
purchase intention and increase sales. Kotler (2000) considers that promotion
is a combination of various incentives to stimulate consumers or retailers to
stir up immediate purchasing reaction toward a product or service within a
short time period. McCarthy and Perreault (1984) think promotion is different
from advertisement or public report and eventually can stir up interest or
intention among (potential) buyers to make a purchase. Thus, promotion aims
to create product exposure, stimulate desires, maintain consumer loyalty and
raise sales volume (Pride and Ferrell, 2000).
Consumers respond to the incentive of saving when they see products are
being sale at a lower price, and increase their purchase intention. Since
consumers usually make an immediate purchase, when being reduced by
economic incentives, the greater the promotion is, the more response it
generates. Dodson, Tybout, and Sternthal (1978) have proven that when
facing
various
brand
products
with
similar
functions
and
qualities,
promotional items usually end up selling better and even attract loyal
consumers of other brands. This indicates promotion has great incentive
values. When consumers are presenting with great incentives, they are likely
to choose promotional items.
Price discount may attract consumers to try out different brands; however,
after the promotion is over price discount may also lower the purchase
intention because of associating price discount with lower quality. To sum up,
price discounts may attract consumers with economic incentives, but may
expose them to inferior products with lower quality, which in the end will
write off the benefit of the sales increase (Raghubir and Corfman, 1999).
Prior to purchasing, consumers begin by collecting product information based

on personal experience and external environment. When the amount of
information reaches a certain level, consumers start the assessment and
evaluation process, and make a purchase decision after comparison and
judgment.
Therefore, purchase intention is often use to analyze consumer behavior in
related studies. Purchase intention means a subjective inclination consumers
have towards a certain product, and has been prove a key factor to predict
consumer behavior (Fishbein and Ajzen, 1975).
2.4 EKB Model

The EKB model, developed by Engel, Kollat and Blackwell (1984), is a process
used to evaluate consumers decision making. The model stresses that
consumer behavior is a continuing process, including recognition of a
problem, information gathering, solution evaluation, and decision making. The
process is also affected by both internal and external factors like information
input, information process, general motives, environment, etc. Among these
factors, information gathering and environmental stimulation are two crucial
influential factors in the final decision making.
According to Kotler (2000), consumer behavior occurs when consumers are
stimulating by external factors and come to a purchase decision based on
their personal Characteristics and decision making process. These factors
include choosing a product, brand, a retailer, timing, and quantity. This means
consumers purchasing behavior affected by their choice of product and
brand. Thus, we can examine the following factors that may affect purchase
intention: 1. Price discount (Alford and Biswas, 2002). 2. Consumers increase
of product familiarity (Johnson and Russo, 1984). 3. Product characteristics
are relates to product knowledge (Sultan, 1999).
2.5 Customer Loyalty

Richard Oliver (1977) defines loyalty as: it is a strong commitment to
superior services or goods repurchase in future to acquire the same brand
despite
of
marketing
efforts
by
potential
rivals
and
their
impacts
(Hamidizadeh and Ghamkhary, 2009).

This definition may be limited. In fact, customers commitment is the
outcome of an organization, which creates advantages for customers so that
they keep on increasing their purchase from the same organization. Real
customers commitment is established when he/she is motivate to purchase
without any encouragement. This relationship established if parties feel that
there are special advantages for them and they can attract each other like
two poles. Loyal customer does not only focus on prices but also he/she acts
like a fan of organization and, as a result, helps to attract new customers
(Zare, 2008). Likewise, the cost to acquire a new customer is 15 times of
retaining an existing customer (Fahimi, 2006) and by 5% increases in
customers loyalty; the profit increases 25 85 percent (Hamidizadeh and

Ghamkhary, 2009).
To acquire customers loyalty, one should initially have an image of the
customer. At the outset, the organization has one customer and protects
him/her by respect and mediation. Then, it uses any relation as an
opportunity to establish loyalty. With regard to customers loyalty, the goal is
to enhance the relationship between customer and organization in the
condition of passing different steps of managing the relations with customer.
Hence, customers satisfaction grows and the value of relations will increase
among parties. This is the same thing, which leads customer to loyalty
enhancement. If organization continues to meet customers needs and to
provide its services in a manner which motivates permanent demand, then a
bilateral value will be established and the final target namely customers
dependency or strategic management of relations with customer will be
achievable (Colwell et al, 2009). Findings of Sirdeshmukh et al (2002) indicate
that customers value is a key affecting factor on customers loyalty in
airlines. They support Holbrook (1994) who said customers value is a
fundamental base for marketing activities.
Churchill (1997) states that brand loyalty are customers preference to buy a
certain brand. Jaccobi et al (1974) state that brand loyalty differ from brand
habit or view though these can determine brand loyalty in next steps. Kim et
al (2008) findings on affecting factors on customers view in hospitals indicate
that such factors as customer satisfaction, communicational commitments
and confidence have a remarkable impact on brand loyalty and awareness
and a positive impact on customers view to hospital. Figure 2 outlines
conceptual model and hypotheses of present study. Customers conception
Brand image is established when consumers develop ideas, feelings and
expectations towards certain brands as they learn, memorize and become
accustomed to them (Keller, 1993). When consumers are considering
purchasing a product, their purchase intention will be determined based on
the perception of its value given by its brand. When consumers have a higher
opinion on the quality of a certain brand product, they are likely to have
higher perception of value (Monroe,
1990). additionally, when consumers benefit more from purchasing the brand
product than the price paid, they are more likely to make the purchase
(Dickson and Sawyer, 1990). Aaker and Kellers (1990) research discovers
that a brand with positive image improves consumer loyalty and trust and
strengthens consumers purchase intention. Brand image no doubt remains
an important cue during the process of consumers purchase decision making.
CHAPTER 3 - RESEARCH METHODOLOGY

The nature of the research is descriptive since the objective of conducting the
research project is to determine what impact do each of the determinants of
brand loyalty identified in the theoretical framework have on Brand Loyalty,
and consequently on the Consumer Purchase Behavior in the FMCG sector.
Since the nature of research is descriptive, they survey method will be
employed for data collection. Specifically, survey based questionnaires will be
used as the primary tool for data collection. The data gathered will be both
quantitative and qualitative in nature. The questionnaire will predominantly
consist of closed ended questions to save the time of respondents and ensure
a high response rate.
The central objective of survey design is to search for relationships between
variables.
It
usually
depends
upon
the
use
of
well-constructed
questionnaire, which is used to collect data from the relevant unit of analysis
under study, usually, an individual. Thus this research can depict the
relationship(s) of certain variables of Service Quality, Customer Satisfaction,
Brand and Corporate Image, and CRM Strategies.
Since the research is consumer centric, the survey based questionnaires will
be circulated amongst the users of tomato ketchup of Shangrila brand in
Karachi. To supplement the quantitative data collected via the questionnaires,
interview sessions will also be conducted with the Marketing and Product
Development Department of Shangrila.
3.1. RESEARCH DESIGN

As specified earlier, the nature of the research is descriptive, and for ease of
purpose will be cross sectional and not longitudinal in nature. In crosssectional research, data are collected from the research participants at a
single point in time or during a single, relatively brief time period (i.e., a
period long enough to collect data from all of the participants selected to be
in the study).
The major advantage of cross-sectional research is that data can be collected
on many different kinds of people in a relatively short time period. For the
purpose of this study, a cross sectional study is the appropriate technique as
opposed to a longitudinal study due to time constraints, and furthermore, this
study does not attempt to examine trends.
The population for the research includes both male and female users of the
Tomato Ketchup of Shangrila brand in Pakistan. By adopting the convenience
sampling approach, the sample size determined for the research is 100

respondents residing in Karachi. Convenience sampling is one of the nonprobability sampling designs that are being used in this research.
As its name implies, convenience sampling involves collecting information
from members of the population who are conveniently available to provide
this information. The sampling units selected for analysis are both Male and
Female user of Tomato Ketchup customers in Karachi.
The rating based questions in the survey will utilize an ordinal scale, with
higher numbers coded to represent higher values. Statistical Tests including
probability based z and t tests will be performed on the data collected. In
addition, descriptive statistical measures such as measures of central
tendency will be use to report and analyze overall trends discovered through
the research study.
3.2. SAMPLING
Sampling is the act, process or technique of selecting a suitable sample, or a
representative put of a population for the purpose of determining parameters
or characteristics of the whole population.
Convenience sampling is one of the non-probability sampling designs that are
being use in this research. As its name impulse, convenience sampling
involves collecting information from members of the population who are
conveniently available to provide this information. The sampling units
selected for analysis are both male and female Tomato Ketchup consumers
specially those who uses Shangrila Tomato Ketchup.
3.3. DATA COLLECTION INSTRUMENTS

The nature of research is descriptive survey based questionnaire have been

used as a primary tool for data collection from a sample size of 100
participant.
3.4. RESEARCH SCOPE AND LIMITATIONS

The Brand selected for the research study is Shangrila Brand Image and
customer loyalty and Buying Behavior will be analyzed.
Due to time and budget limitation, the research will be conducted only in
Karachi and therefore the result may be skewed and not hundred percent
applicable to other cities. For ease in research and time constraints,
convenience sampling has been adopted, and the sample will comprise on
females with sample size 100 primarily between the ages of eighteen to fifty.
Geographic and demographic limitations of the research will have a slight

impact on the results obtained and research findings quoted in the study. To
overcome these limitations, extensive secondary research will be used to
provide a global context to the research.
CHAPTER 4 DATA ANALYSIS, RESULTS/FINDINGS AND

DISCUSSIONS
The captioned chapter is concerned with working on analysis of the data
collection that have been taken from the survey through questionnaires,
Statistical test has been applied on the data that was collected to either
except or reject the null or alternative hypothesis that were develop for the
research project. Following the testing interpretations has been provided for
each hypothesis.

4.1 ANALYSIS OF SAMPLE CHARACTERISTICS AND

DEMOGRAPHICS
Demographics are the most contemporary statistical characteristics of a
population. These types of data are used widely in sociology (and especially
in the subfield of demography), public policy, and marketing. Commonly
examined demographics include gender, race, age, disabilities, mobility,
home ownership, employment status, and even location. Demographic trends
describe the historical changes in demographics in a population over time (for
example, the average age of a population may increase or decrease over
time). Both distributions and trends of values within a demographic variable
are of interest. Demographics are about the population of a region and the
culture of the people.
Researchers typically have two objectives in this regard: first to determine

what segments or subgroups exist in the overall population; secondly to
create a clear and complete picture of the characteristics of a typical member
of each segment. Once these profiles are constructed, they can be used to
develop a marketing strategy and marketing plan. The five types of
demographics for marketing are age, gender, income level, race and
ethnicity. The sample size of survey questionnaire is 100, which include males
and females.
FIGURE 1: GENDER DEMOGRAPHICS

Demogeraphic _Total of Gender
Female
35
35%
Male
Female
Male
65
65%
The captioned chart is describing the gender analysis of males and Females,
which is (65% Males and 35% Females).
FIGURE 2:
DEMOGRAPHICS GENDER AGE SCALE

70
65
60
53
50
40
35
Male
30
Female
27
20
10
0
21 To 30 Years
31 To 40 Years
0
41 To 50 Years
Total Age of gender
This chart is presenting the age scale of Male and Female participant of the
survey, the most participative in the ages of 21 years to 30 years. Males have
contributed 65% and females contributes 35% share of the survey.
FIGURE 3: DEMOGRAPHICS CONSUMPTION SEGMENTATION

The customers in different ages who are consume Tomato Ketchup in different
occasions.
Here
is
statically
defined
demographics
consumption
segmentation chart of the Tomato Ketchup consumption segment.
65
Gender
35
1
Never0
20
Occasionally
17
Female
Male
14
Monthly
5
21
Weekly
5
9
8
Daily
10
20
30
40
50
60
70
The cumulative male and female data is describing that the mostly
consumers of the Tomato Ketchup are consumes occasionally. However, the
highest ranking of the male is weekly basis. It means there is a number of
gender isolation in the usage of Tomato Ketchup.
FIGURE 4: SHANGRILA BRAND CHOICE, MARKET SHARE

Knorr; 5% Others; 1%
Mitchels; 17%
Shangrila ; 45%
Shangrila
National
National; 32%
Mitchels
Knorr
Others
The total market share of the Shangrila is 45% as per the marked responded
which is highest market share contribution in the competition in the market.

FIGURE 5: SHANGRILA BRAND CHOICE, MARKET SHARE

WITH GENDER
30
25
24
23
21
20
Male
15
Femal
12
10
1
0
Shangrla
National
Mitchels
Knorr0
0
Others
The gender wise market share of the Shangrila described that the market
share of Shangrila is grater then others brands.
4.2 DIFFERENCT TEST

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

can use the oneindependent sample z test. The oneindependent sample z
test is a statistical procedure used to test hypotheses concerning the mean in
a single population with a known variance.
Before performing the statistical analysis of the data gathered, it is important
to determine the reliability of the data by calculating the Cronbachs alpha
constant. If the value of the constant lies between 0 and 1, the data collected
is considered to be reliable and accurate which would in turn lead to reliable
test results and effective recommendations to be made from the research.
The following table shows the calculations for the Cronbachs alpha constant
and reveals that since the value is between 0 and 1, the data collected
through the questionnaires is reliable and valid and that there are no
discrepancies involved in it.
TABLE 1 - RELIABILITY STATISTICS
Cronbach's
Alpha
Cronbach's Alpha Based

on Standardized Items
N of Items
.879
.857
11
The
Cronbachs Alpha is the coefficient of reliability. Theoretically the value of
alpha is varies from 0 to 1. The value of Cronbachs alpha is 0.854, which
shows the pretty higher reliability of the results. Now the statistical analysis
on the data can be performed with a high degree of accuracy and the
reliability of results. The z test of hypothesis for the mean follows the
following formula and notations:

H1:
There is a relationship between positive Brand Image and

consistent consumer buying behavior.
This test is the relationship between Positive Brand Image and
consistently consumer buying behavior.
Ho:
Positive Brand Image has no impact on consumer buying behavior
Ha:
Positive Brand Image has impact on consumer buying behavior
The Question is asking to the respondents that If Brand Image/Product

Price/Reputation/Performance does not go well will you buy it. It means that
the brand images doesnt go well and its reputation is not consider as positive
image in that market so would you like to purchase it (YES, No).
TABLE 2: Z Test for Brand Image and Consumer Buying

Behavior
Data
Null Hypothesis
=
Level of Significance
Population Standard
Deviation
1.5
0.05
0.314466038

Sample Size
Sample Mean
100
0.11
Intermediate Calculations
Standard Error of the
Mean
0.031446604
Z Test Statistic
-44.2019116
Upper-Tail Test
Upper Critical Value
p-Value
Reject the null
hypothesis
1.644853627
0.04
Since the p value calculated is less than 5% for the calculated sample mean
and population standard deviation, and the z test statistic lies in the rejection
region, the null hypothesis has rejected.
This implies that positive brand image and reputation is positively
related in creating a consistently consumer buying behavior.
FIGURE: 6. IMPORTANCE OF BRAND IMAGE

31
No
55
4
Yes
9
10
20
30
40
50
60
The figure represents the result from survey questionnaire, which has the
sample size 100. The blue color shows the male responded answer and red
color shows the answer of Female.
The result depict that that 86% of the responded replied and agree to shift
from those brand who are going not well and their reputation considering
negative image.
It obviously is evidence for that the respondents agree that if the brand image
and its reputation does not go well so they will not go to buy this products.
The main objective of the consumer to buy product is product quality and its
prices and reputation. It has asked to the responded that the brand quality
and its reputation is not considering in good brand as compare to the product
competitors. The above figures represent the answer of the responded is No.
it means that the result represent the desire of the consumers that they will
not desire to buy this products.
H2: Different brand images lead to Differ product quality things.
The test shows the relation between the brand image of Shangrila perceived
by the customers and how it influence lead to the product quality things
Ho:
Ha:
Brand image has no lead to differ product quality

Brand image has leaded to differ product quality
The question asking to the respondent that, do low quality and less offers
prices increase the brand image? It means that a brand reduces their product
quality and offers low prices as compare to their competitors so the brand
image will increase do you (strongly Agree, Agree, Agree Neither Disagree,
Disagree, Strongly Disagree).
TABLE 3: Z Test for Product Quality
Data
Null Hypothesis
=
Population Standard
Deviation
Sample Size
Sample Mean
3
0.05
1.333749935
100
3.17
Standard Error of the Mean
0.133374993
Z Test Statistic
1.274601749
Upper-Tail Test
p-Value
Reject the null
hypothesis
1.644853627
0.04
region, the null hypothesis has been rejected.
FIGURE: 7. IMPORTANCE OF LOW QUALITY BRAND IMAGE

Strongly Disagreed
Disgreed
11
10
Neither Agreed nor Disagreed

Female
Agreed
Strongly Agreed
0%
Male
21
17
15
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
The figure depicts the result from survey questionnaire, which has the sample
size 100. The dark blue color shows the Male answers and the red color shows
the female answers. As the responded ratio of male is 65% which grater then
females, therefore the result reflects the highest contribution of males which
is very dynamics. Somewhere male rating is high and somewhere female
rating higher. Now let us elaborate above found result of the survey.
The first option is strongly disagree where as 8% Male rating in survey and
5% females are strongly disagreed. Secondly, 11% Male disagree and 7%
female disagree. It is middle options who are not agreeing or disagree that
was 21% male and 17% female. The total cumulative contribution in the
option not agrees that was only 19% Male and 11% females and the total
gender is 30% of the survey. Here is one option is remain which is agree or
neither agree. This option given to choose those participants who are not
confident about the question answer so they have chosen this option that was
21% Male and 17% Female. The last option was agree and strongly agree
about that if the product quality reduces with low prices that brand image will
lead. We got the result of last option agree and strongly agree that was 36%
Male and 19% Female the cumulative contribution of this answer 55% of total
gender which is highly contribution of the result.
It clearly shows that the respondents agree with that the Brand image can
lead to differs product quality.
H3: High product knowledge decreases the effect of brand images.
This test shows the relationship between the product knowledge with the
brand image, that the how it is impact on brand image in all the levels of
Ho:
Ha:
Product knowledge has no impact on Brand image

Product knowledge has impact on Brand image
The question is asking to the respondents that will you identity the quality
difference between different brandsYes, No.
TABLE 4 : Z test for Product Knowledge
Data
Null Hypothesis
=
1.5

Population Standard
Deviation
Sample Size
Sample Mean
0.05
0.287623491
100
0.91
Mean
0.028762349
Z Test Statistic
-20.51292811
Upper-Tail Test
p-Value
Reject the null
hypothesis
1.644853627
0.04
region, the null hypothesis has been rejected.
FIGURE: 8. IMPORTANCE OF PORODUCT KNOWLEDGE

Female
35
No
Yes
Male
57
0%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
size 100. The dark blue color shows the option of YES, which describes that
responded can identify the product quality difference in between others
brands. There was 35% females has participant and the 100% females replied
that she can identify the product quality with others brands and 57% males
also replied that they can identify the difference product quality with other
brand although 8% male replied opposite of that but it is very low
contribution of this question. The total cumulative contribution of the total
gender is 92% who are agree that they can identify the product quality
difference with others brands.
It is clearly shows that the responded has a product knowledge and it will
increase the brand image because they have a product knowledge and can
identify the produce difference with others brands.
H4: There is a positive relationship between satisfaction and loyalty

Intention.

This test shows the relationship between the consumer satisfactions and his
loyalty intention with the brand.
Ho:
Satisfaction has no impact on Loyalty intention.
Ha:
Satisfaction has impact on Loyalty intention.
This question asks the respondents that Do you switch to others brand if it is
provide the promotion and discount. Yes, No.
TABLE 5: Z Test for Loyalty Intention
Data
Null Hypothesis
=
Population Standard
Deviation
Sample Size
Sample Mean
1.5
0.05
0.479372485
100
0.65
Mean
0.047937249
Z Test Statistic
-17.73151413
Upper-Tail Test
p-Value
Reject the null
hypothesis
1.644853627
0.04
Since the p value calculated

is less than 5% for the calculated sample mean and population standard
deviation, and the z test statistic lies in the rejection region, the null
hypothesis has been rejected.

FIGURE: 7. IMPORTANCE OF LOYALTY INTENTION
Female
29
No
Yes
Male
37
0%
10%
20%
30%
28
40%
50%
60%
70%
80%
90% 100%
size 100. The dark blue color shows the option yes, which describes that the
respondents have the rating to switch others brand if its offers the some
promotion discount that was the 29% female replied yes out of 36% and 37%
male replied yes out of 65% of the total survey participants. And 28% male
replied they will never switch to others band if they are offering some
promotional discounts. So the cumulative result that the 66% participant
replied to switch others brand if they will switch to others brand if they will
offers promotional discount.
It is clearly shows that the respondents will prefer to switch others brand if
they will avail promotion discounts. It means there is a positive relationship in
between satisfaction of loyalty intention with the brand if they are satisfied
then they will grow their loyalty intention with the brands.

CHAPTER 5 - CONCLUSIONS
This chapter is the conclusion of my research. It can focused on the various
sides that can be draw from the data collected, through the questionnaires
and the statistical analysis performed. Most of the results of the statistical
analysis confirmed the existing theories of consumer buying behavior in the
product of Tomato Ketchup.
The research showed that it was not easy to identify the factors that are
effects on of brand images and the behavior of the consumers for a
companys products because there were many forces drawing consumers
away such as competition, consumers thirst for variety, etc. From the
analysis of this study, it was shown that there are five factors of brand loyalty,
which are the Brand Image, Reputation, Relevance, Performance,
Product Knowledge, Promotional Price Discount.
The findings revealed that Brand Image and its reputation, Performance,
Product quality, preferably promotional discount plays a significant role in
influencing consumers decision-making and emphasis to buy products. All
these factors showed positive relationships with consumer buying behavior.
The 1st chapter basically stands as the introduction and the overall
information of my topic, through the background, of M/s Shangrila Brand
Image of consumer buying behavior. Overview of the foodstuff Industries in
Pakistan. Basically some interesting factors that came to light through the
research were the relationship between the overall Brand Image and feelings
The background of this research describes that why Shangrila brand is
important, when Shangrila was establish in Pakistan, why consumer behavior
is important, and why Brand Image is important.

The 2nd thing which I have done in chapter 1 is to create the problem
statement:
To determine whether the brand image of product has an impact on
the consumer decision making and buying behavior.
The objective of this study was to establish how Brand image affects the
consumer buying behavior and their decision in the foodstuff Industry. It may
describes or modify the topic further.
The research model describes by identifying the dependent and independent
variables in my research. (Independent Variables: Brand Image, Reputation,
relevance, Performance, Product Knowledge, Promotion Price Discount,
dependent Variables: Consumer Loyalty, Consumer Buying Behavior). These
dependent and independent variables will help in creating and maintaining
the statement, which will work for the statistical analysis. These variables
also described with the conceptualized research model.
The benefits of this research are lies on the research significance, Foodstuff
product manufacturers, current popularity of Tomato Ketchup among youth,
the revenues and the competitors.
The 2nd chapter describes the literature review of my research, in which each
and every variable (dependent or independent) described briefly, Brand
Image, Reputation, Relevance, Performance, Product Knowledge,
Promotional Price Discount..
The 3rd chapter describes the research methodology in which the
theoretical framework have conducted, Basically convenience sampling was
used in this study. Data was collected using structured questionnaire and
personally administered.
The research design and their limitations tell us about the age brackets that
in what age my research based on. Convenience sampling is one of the nonprobability sampling designs that are being used in this research. The sample
will comprise mainly of Sec A and Sec B males and females primarily between
the ages of eighteen to fifty. The areas, which concern are in Karachi.
Data is being collected through the survey questionnaires, the sample size of
100 consumers who are using the Tomato Ketchup.
The chapter 4 has described the data collection analysis, in this chapter I
have analyses the data that is collected through the survey questionnaires.
Researchers characteristically have two objectives in this observe first to
conclude what subdivision or subgroups continue living in the overall
population; and secondly to generate an understandable and absolute
portrait of the characteristics of a distinctive associate of each of segment.
Once these profiles are constructing, they can be worn to expand a marketing
strategy and marketing plan. The five 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 describe the sample
size of males and females. And in that chart males are about to 65% and
females are about to 35% included.
Second one is demographic gender age scale in this segment statistical
analysis explain the gender respondents lies in age scale that is Male were
53% who are under age on 21-30, 7% 31-40, and 5% 4-50. It means that
total highest responded were youth, although about female 27% who are
under age on
21-30, 8% 31-40, and 0% 4-50 it means there were also
highest contribution in females who are lies in under 21 30 which is similar

to male. If we add both gender under age 21-30 so it will participate 80% in
these survey.
Third one,
I have drawn the bar chart which explain the consumers
consumption segment who are using Tomato Ketchup Daily, Weekly, Monthly,
Occasionally, are under the age of (21 -50).

Fourth, one is where I have described the analysis of Market share of

Shangrila Brand compared with its competitors in the markets among the
responded. Which is explaining the 45% Shangrila, 32% National, 17%
Mitchels, 5% Knor, and only 1% is others brands customers.
The last one statistical analysis is to segregate the brand user in gender
wise, we got the 45% of Shangrila user in which 24% Male and 21% Females.
Which is grater then others brands in both gender. The other brand is national
got the share by the responded 23% Male and 9% Females third one was
Mitchels got the share by the responded 12% Male and 5% Females the
second last is Knorr just male which is only 5% and last one was 1% of other
brand in Male only.
The other thing which came in this chapter was the analysis of different tests,
which are included in order to describes to overall statement along with the
briefly explanations, through bar charts and by taking different tests of
statistical inferences, that how the statistical analysis on the data can be
performed with a high degree of accuracy and the reliability of results. This
session basically describes the overall variables which I have mention above,
how they inter-linked with each other, or create/develop the relationship with
each other. The tests which are involved in this research were stands in two
different terms, null and alternative.
Statement 1: H1: The positive brand optimistically related with consistent

consumer buying behavior. This statement has described that the relationship
between the Shangrila has a positive brand Image with their consistent
customers. Including the question from the questionnaire, I have inter-linked it
with the testing tools. That, How the Shangrila positive brand image reflects
on its consistent consumers. In order to describe the process I have drawn the
bar chart, which is depicts the results. The bar chart describes that how the
consumer will behave if the brand image, reputation, performance, and its
prices does not going well. Will they buy product? Yes or No. According to the
tests it shows the results in the negative, it has been rejected, which describes
the null statement. In addition, the results have been shown that the majority
of respondents are included in the No Around 86% of respondents are
involved.
Statement 2: H2: Different brand images lead to differ product quality
things. In this statement has described the relationship between the Shangrila
Brand image with the product quality. It means that how the Shangrila Brand
Image reflects the product quality of shangrila.
In order to describe this
process I have drawn a bar chart, which shows the results along with the
statistical tools framework. The question asking to the responded that, do low
quality and less offer prices Increase the brand image? (Strongly Agree, Agree,
Neither agree disagree, Disagree, Strongly Disagree). According to the tests it
shows the results in the negative, it has been rejected, which describes the
null statement. The bar chart depicts the result that the respondents 55%
agree with this statement.
Statement 3: H3: High product knowledge decreases the effect of brand

images, in this statement have described the relationship between high
product knowledge with the Brand image. It means that how the Shangrila
Product knowledge reflects the Brand image of Shangrila. In order to describe
this process I have drawn a bar chart. The question describes that will you
identify the quality difference between different brands Yes. No. According to
the tests it shows the results in the negative, it has been rejected, which
describes the null statement. The results clearly shows that the responded
has a product knowledge and it will increase the brand image because they
have a product knowledge and can identify the produce difference with others
brands.
Statement 4: H4: There is a positive relationship between satisfaction and
loyalty intention, In this statement have described the relationship between
the Satisfaction with the Loyalty intention. It means that how the Shangrila
Promotional discount reflects the customer loyalty of Shangrila In order to
describe this process I have drawn a bar chart. This question asks the
respondents that Do you switch to others brand if it is provide the promotion
and discount. Yes_No. The question relates with the promotional discount
rating point-of-view. According to the tests it shows the results in the
negative, it has been rejected, which describes the null statement. The result
definitely describe that the customer will prefer to switch other brand if they
will avail promotional discounts. It means there is a positive relationship in
between satisfaction of loyalty intention with the brand if they are satisfied
then they will grow their loyalty intention with the brands.
The purpose of this research is to investigate how the respondents influenced
by factors of consumer buying behavior. The consumer loyalty and consumer
buying 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 brands.
CHAPTER 6 - RECOMMENDATIONS
Recommendation
means
something
(as
course
of
action)
that
is
recommendation as advisable. Something that recommends (expresses

recommendation) of a person, thing as worthy, desirable, any quality, or

characteristic that gains a person a favorable reception or acceptance or
admission.
Every statement has a recommendation, which is totally depend upon the
results of statement. If the statement is null statement is rejected this means
relationship between variables (dependent or independent) does not exist
and the respondents do not give importance to the variables been discussed.
The recommendations will focus on the positive initiatives that Shangrila can
take in order to remain the market leader in the Foodstuff Industry.
The First hypothesis was the positive brand image and it has rejected
because it is the null hypothesis. For many consumers, positive brand image
is a very important attribute. The attribute brand image and its reputation in
the market can definitely be more important on consumer decision making
than that of Product Price/Reputation/Performance others. The overview about
the effect of positive brand image should be fear however because consumer
reactions to a brand differential clearly depend on the magnitude of the
differential as well as the brand loyalty which are considered.
The relationship between Positive Brand image and consistently consumer
buying behavior exactly will understand.
Shangrila Brand Name is one of its major components in the foodstuff

Industry, because the positive Brand image is the identity of Shangrila
products. Brand Image is important for the firm to attract customers to
purchase the product and influence repeat purchasing behavior. Consumers
tend to perceive the products from an overall perspective, associating with
the brand name all the attributes and satisfaction experienced by the
purchase and use of the product.
The Second hypothesis was the Product quality differs with other brands
and it was rejected because it is the null hypothesis. Product quality with
other brands plays a crucial role. It is a powerful source of identity and helps
to project the intended image of the product against the competition and in
the process of positioning a brand in the minds of the target audience.
Although somewhere it observed that that firms take a risk to reduces their
product quality and offers the low prices to take an advantage and retain the
regular customers and attract the prospect customers.
Shangrila brand has an individual identity in the market regarding the product
quality because they are maintaining their product quality but as it has
identify that if the company reduces their products quality and low offers
prices so they can lose their customers. So they have to maintain their
customers with affordable prices.
The Third hypothesis was the Product knowledge and it was rejected
because it is the null hypothesis. Product Knowledge is refers to product
quality or its taste as concerned with the product. If the customer has product
knowledge, so he can identify the products quality and its taste. As we, all
knows that a product fulfils the customers expectations and desired; the
customer will be pleased and consider that the product is of acceptable or
even high quality. If his or her expectations are not fulfill, the customer will
consider that the product is of low quality. This means that the quality of a
product
defined
as
its
ability
to
fulfill
the
customers
needs
and
expectations.
There is need to educate to all Shangrila customers and consumers about
their product knowledge to differentiate with others brands product, get the
competitive edge, and sustain their customers if there is a difference in prices
with others brands.
The Fourth hypothesis was the Satisfaction and loyalty intention and it
has rejected because it is the null hypothesis. Customers satisfaction in
terms of financial benefits has a core business concept. This is a business

terminology to evaluate as how much a promotional discount can offer by the
company has been able to satisfy or please the customers. Because
customers satisfaction build the customer relationship and grow up the
perfect brand image in customers mind. Although customers loyalty intention
is plays a very important role in the business world.
According 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 abruptly even though he is concerned and has loyalty intention with his
brand.
Customer would become more loyal and satisfy to your product if company
will also keen about their priority and satisfaction. Most of the times
customers are very much keen about the behavior of the company towards
their complains about the promotional discounts. Either they take a seriously
or not. If company takes it seriously, it can increase customer satisfaction
because customer can think that company cares about them.
PPENDIX/ANNEXES
RESEARCH QUESTIONNAIRE
This Questionnaire is to be used to conduct a research on Effect of Brand Image on
consumers buying behavior. You are kind requested to fill this Questionnaire with
best of your Knowledge and Experience.
Name (Optional)
Gender:
Male
Female
Age 21 - 30
Age 31 - 40
Age 41 - 50

1. Please encircle your answer.

Q1. From where you usually purchase Tomato Ketchup?
(Retailer,
Wholesaler, Super Store,
Super Market)
Q2. How frequently do you use Tomato Ketchup?

(Daily,
Weekly,
Monthly,
Occasionally)
Q3. In which brand are you loyal customer in Tomato Ketchup?

(Shangrila,
National,
Mitchels,
Others)
2. Please tick the answer of your choice against each question.

Q4. Do you believe that brand image is the important aspect of every product
Yes _ No
Q5. Do you switch to others brand if its provide the good quality of the products. Yes _
No
Q6. Do you switch to others brand if its provide the promotion and discount
Yes_
No
Q7. Will you identity the quality difference between different brands
Yes _ No
Q8. Will you purchase those brands which has a good reputation in the market
Q9. Does packaging affect the brand image of a product?
Yes _ No
Yes _ No
Q10. If Brand Image/Product Price/Reputation/Performance doesnt go well will you buy

it?
Yes
_ No
1. Please put the number as per your choice in the blank box given
below.
5. Strongly Agreed 4. Agreed 3. Neither Agreed nor disagreed 2. Disagreed 1.
Strongly disagreed

Q11. How much do you agree that Brand reputation influence to buy product
.
Q12. How much do you agree that product and its performance create the Good
brand Image
Q13 Do u agrees that maintain the product quality build the relationship in b/w
Loyal Customer
Q14. Does brand ambassadors or referral power increase its brands image and
customer loyalty
Q15. Do low quality and less offers prices increase the brand image
BIBLIOGRAPHY
1. Tam, kwok, keung,(2007), Effect of brand image on consumer purchasing
behavior, on Clothing: Comparison between China and the UKs Consumers
pp 1 96.

2. chi Hsin, Kuang, (2009), The Impact of Brand Awareness on Consumer

Purchase
Intention the Mediating Effect of Perceived Quality and Brand Loyalty pp 1
10
3. Lin, Nan, Hong, (2007), The Effect of Brand Image and Product Knowledge on
Purchase Intention Moderated by Price Discount, pp 1-12
4. Bian, Xuemei, (2009), The role of brand image, product involvement, and
knowledge in explaining consumer purchase behavior of counterfeits Direct
and indirect effects pp 1 26.
5. Moore, Matthew, (2009), Does brand image or taste have more influence on
consumer preference for energy drinks, pp 1-26.
6. Charlene, R. Chedi, (2007), The influence of brand preference on brand image
transfer A research on brand event congruity in sponsorships pp 1-30
7. Lin, Hsiao, Ling, (2008), Consumer Satisfaction/Dissatisfaction in Apparel
Online Shopping at the Product-Receiving Stage: The Effects of Brand Image
and product performance pp 1 172.
8. Anantaya, Ponbamrungwong, (2009), The impact of brand on Thai female
consumer in purchase decision of foreign makeup product pp 1-64.
9. Khasawneh, Khaled, (2010), The Effect of Familiar Brand Names on Consumer
Behavior: A Jordanian perspective, pp 1-25.
10.
Venkat, Ramesh, (2007), IMPACT OF CUSTOMER EXPERIENCE ON
SATISFACTION, BRAND IMAGE AND LOYALTY: A STUDY IN A BUSINESS-TOBUSINESS context, pp 1-14.
11.
Ogba, Ike-Elechi, (2009), Exploring the impact of brand image on
customer loyalty and commitment in china, pp 1-13.
12.
Fa, Marti, Casadesus, (2011), The Impact of Brand Equity on Purchase
Intention and Brand Preference-the Moderating Effects of Country of Origin
image, pp 1-7
13.
D. l Nebenzah, Israel, (1996), Measuring the joint effect of brand and
country image in consumer evaluation of global Products, pp 1-18
14.
M. Degeratu, Alexandru, (1996), The Effects of Brand Name, Price, and
other Search Attributes
15.
Han, Ying, (2006), Impact of brand identity on perceived brand image of
the nelson mandela metropolitan university, pp 1-126
16.
Lin, Hsiao, ling, (2008), The effect of brand image and product
performance, pp 1-172
17.
Wardi, Oliver, (2010), Effect of brand image in acquiring sponsors Case:
Floorabal club espoon Oilers, pp 1-95
18.
Erlangung, abhandlung, zur, (2008), Image effects: How brand images
change consumers product ratings, pp 1-263
19.
Ogba, Ike, Elechi, (2009), Exploring the impact of brand image on
customers loyalty and commitment in china, pp -1-13
20.
SondohJr, Stephenl, (2007), The effect of Band image on Overall
satisfaction and loyalty intention in the context of color cosmetic, pp
21.
Batra, Rajeev, (2004), The Situational impact of brand image beliefs, pp
1-26
22.
Achouri, Mohamed, Ali, (2010), The Effect of the congruence between
brand personality and self-image on consumers satisfaction and loyalty: A
conceptual framework, pp 1-16
23.
Hanzaee, Kambiz, Heidarzadeh, (2011), The Effect of brand image and
perceived public relation on consumer loyalty, pp 1-10
24.
Chi, Dr. Hsin, Kuang, (2007), The influence of advertising endorser,
brand Image, Brand Equity, Price Promotion, On purchase intention- The
Mediating Effect of Advertising Endorser, pp 1-30.
25.
Lo, Hui-Chiung, (2007), , THE EFFECTS OF BRAND IMAGE AND
TRACEABILITY CERTIFICATION ON CONSUMERS VALUE PERCEPTIONS:
MEDIATING ROLE OF PERCEIVED QUALITY AND PERCEIVED RISK, PP 1-76


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Effect of Brand Image On Consumer Buying - Final Project - Junaid - 4813 - JulY2012

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Khadim Ali Shah Bukhari Institute of

Submitted to: Faculty of Management Sciences

Ms. Ayesha Shaikh

Effect of Brand Image on Consumer Buying Behavior:

1.5. Research significance ......

Chapter 2 Literature Review .

2.2: Brand Attitude.

2.5: Customer Loyalty . 25

Data collection instruments ....

Chapter 4 Data Analysis, Results/Findings & Discussions

Effect of Brand Image on Consumer Buying Behavior:

Z Test for Brand Image and Consumer Buying

Z Test for Product Quality

Table 4 : Z Test for Product Knowledge

Effect of Brand Image on Consumer Buying Behavior:

Figure 8: Importance of Product Knowledge

Effect of Brand Image on Consumer Buying Behavior:

Buying Behavior, which caused to purchase by the consumers. Is

promotion/attraction? This major factor will identify in this case study.

Effect of Brand Image on Consumer Buying Behavior:

competitive advantages services, Products quality, and satisfaction of the

Effect of Brand Image on Consumer Buying Behavior:

1.2 PROBLEM STATEMENT

To determine whether the brand image of product has an

1.3 RESEARCH OBJECTIVES

Determine the relationship between the product quality & effect on

Determine the relationship between the high product knowledge decreases

Determine the positive relationship between satisfaction and loyalty

To investigate which research paradigms, research methodologies and

Effect of Brand Image on Consumer Buying Behavior:

To construct (design) a research instrument that will canvass the opinions

To source primary data to gauge the opinions of stakeholders perceived

To analyze the data and report on possible disparities (Gaps) between

To make recommendations regarding which dimensions, if any, of the

Brand Image develops and conveys the products character in a unique

Positive brand image is exceeding the customers expectations. Positive

1.4 RESEARCH MODEL

Effect of Brand Image on Consumer Buying Behavior:

The following hypotheses have developed to test the relationships between

FIGURE: 1. CONCEPTUALIZATION OF THE RESEARCH

Effect of Brand Image on Consumer Buying Behavior:

industry is the one of

the dominant industry for

businesses have to develop different strategies in order to survive in long run.

Effect of Brand Image on Consumer Buying Behavior:

Currently the organizations are striving to retaining their customers and

CHAPTER 2 - LITERATURE REVIEW

Effect of Brand Image on Consumer Buying Behavior:

2.1 : Brand Image

(i.e. Koo, 2003; Kandampully & Suhartanto, 2000);

To Keller (1993), attributes are "descriptive features that characterized a

2.2 Brand Attitude

Effect of Brand Image on Consumer Buying Behavior:

For brand attitude, Keller (1993) referred to Wilkie's (1986) definition of

organizations (Morf, 2006).

Based on the views of Kapferer (2004:98), brand identity precedes brand

conceptualization (Burleigh and Sidney, 1955; Dobni and Zinkhan, 1990;

offering or due to the impact a pre-existing association with an organization

2.3 Purchase Intention

Prior to purchasing, consumers begin by collecting product information based

2.4 EKB Model

2.5 Customer Loyalty

(Hamidizadeh and Ghamkhary, 2009).