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Final Thesis Presentaion 13-11-2015

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Final Thesis Presentaion 13-11-2015

  1. 1. Comprehensive Research Methodology Group No 16 Supervisor- Dr. Anne Shamini Perera. Co-Supervisor-Mrs. Udanee Samarasinghe.
  2. 2. THE STUDY ON PERCEIVED VALUE, QUALITY AND EQUITY TOWARDS CUSTOMER SATISAFACTION OF NIPPOLAC PAINT
  3. 3. Introduction • Global paint and coatings production had been increased by 13% from 2010 to 2012. Demand in Asian countries rise faster than elsewhere, as a percentage it is 50% of the total consumption in the world. • Nippolac Paint Lanka establish in 1979. It is one of the major paint company in sri lanka. • There are huge competition between paint industry in sri lanka. Therefore this research help Nippolac company to identify about the influences of perceived value, perceived quality, and perceived equity on brand satisfaction of Nippolac paints and its impact on customer brand loyalty. W.A.L.D Weerakkodi (BM 12409174)
  4. 4. Research Problem • Currently, the Nippolac paints is operating in a highly competitive market. • Customer complains and responses towards customer complaints been delay. • Limited researches aimed at conceptualizing the relationship between brand perceived value, quality, equity and brand satisfaction in paint industry. • Nippon Lanka (Pvt) Limited has not conducted this kind of research before. W.A.L.D Weerakkodi (BM 12409174)
  5. 5. Research Objective General objective To asses’ the effect of perceived value, perceived quality and perceived equity on brand satisfaction of Nippolac paints. Specific objectives 1. To assess the overall level of brand satisfaction of Nippolac paint products 2. To examine the effect of perceived value on Brand Satisfaction. 3. To examine the effect of perceived quality on Brand Satisfaction 4. To examine the effect of perceived equity on Brand Satisfaction. 5. To identify the most influential independent variable that impact on Brand satisfaction. 6. To provide recommendations to the Nippolac company for proper allocation of its resources to enhance the Brand Satisfaction. W.A.L.D Weerakkodi (BM 12409174)
  6. 6. Significance of the study • Research will help to understand the influences of perceived value, quality, and equity on brand satisfaction of Nippolac paints and its impact on customer brand loyalty. • Nippolac Paint Company to understand how to attract the customer toward brand satisfaction. • This research is significant as marketing leader can learn about new relationship marketing and brand management techniques as the result of an improved understand of customer satisfaction. • provides significant knowledge, guideline and information regarding the brand buying intention as well as brand satisfaction towards Nippolac paint products. W.A.L.D Weerakkodi (BM 12409174)
  7. 7. Independent Variables Author Research Findings Brand Satisfaction Him, Li and Harris 2012 satisfaction occurs when the performance of a brand meets the expectations of the purchaser Perceived Quality Cameron and Sine 2012 Include referring quality to “the amount of un- priced attributes contained in each unit of price attribute”, “conformance to requirement “, fitness for use “and capacity to satisfy want”. Perceived Value Zeithaml 1988 The customer's overall assessment of the utility of a product based on perceptions of what is received and what is given. Brand equity Aaker 1996 Brand equity is an important intangible asset that has psychological and financial value to the firm. The value of brand equity depends on the number of same people who buy regularly. Literature Review Y.D.W Sahabandu (BM 11782100)
  8. 8. CONCEPTUAL FRAMEWORK Y.D.W Sahabandu (BM 11782100) Dependent variable
  9. 9. Hypotheses Development • H1: The perceived value of a brand has a positive direct effect on brand satisfaction. • H2: The perceived quality has a positive direct effect on the brand satisfaction. • H3: The perceived equity has a positive direct effect on the brand satisfaction. Y.D.W Sahabandu (BM 11782100)
  10. 10. Methodology Y.D.W Sahabandu (BM 11782100)
  11. 11. Research Methodology Population and Sample of the Study Research Methods • Reliability analysis • Pilot Survey Data Analysis • Descriptive statistics analysis. • Inferential analysis Limitation & Delimitation H.N.A Urapola (BM 09780958)
  12. 12. RESULT AND DISCUSSION H.N.A Urapola (BM 09780958) Objective Analysis Objective one Descriptive statistics analysis – Mean, Std. Deviation Objective two Inferential analysis – Pearson’s r correlation Objective three Inferential analysis – Pearson’s r correlation Objective four Inferential analysis – Pearson’s r correlation Objective five Inferential analysis – Pearson’s r correlation Objective six Recommendation for Nippolac company.
  13. 13. Objective one: To assess the overall level of brand satisfaction of Nippolac paint products. • Descriptive analysis. Table 4.1 Overall Satisfaction on Nippolac Overall Satisfaction Frequency Percent Very Satisfied (6) 22 8.5 Satisfied (5) 157 60.9 Somewhat satisfied (4) 64 24.8 Somewhat dissatisfied (3) 11 4.3 Dissatisfied (2) 4 1.6 Total 258 100.0 8.5% 60.9% 24.8% 4.3% 1.6% 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 Very Satisfied (6) Satisfied (5) Somewhat satisfied (4) Somewhat dissatisfiedm(3) Dissatisfied (2) Overall Satisfaction on Nippolac Mean = 4.70  60.9% of the Respondents were satisfied.  8.5% of them were very satisfied.  The overall satisfaction is significantly high.  The mean satisfaction score is 4.70 which implies that overall satisfaction towards Nippolac lies between the two levels Satisfied (5) & somewhat satisfied (3).
  14. 14. Objective two: To examine the effect of perceived value on Brand Satisfaction. • Table 4.2 Provides the correlation between value and brand satisfaction. Results has been implemented as below. Objective three: To examine the effect of perceived quality on Brand Satisfaction H.N.A Urapola (BM 09780958) Correlations functions Variable Brand Satisfaction Value Quality Equity Pearson Correlation Value .750 1.000 .850 .752 Sig. (1-tailed) Value .000 .000 .000 .000 N Value 258 258 258 258 Correlations Functions variable Brand Satisfaction Value Quality Equity Pearson Correlation Quality .764 .850 1.000 .708 Sig. (1-tailed) Quality .000 .000 .000 .000 N Quality 258 258 258 258 • The relationship between value and brand satisfaction is positive strong relationship. • Correlation coefficient value of 0.750 • The relationship between quality and brand satisfaction is positive strong relationship. • Correlation coefficient value of 0.764.
  15. 15. Objective four: To examine the effect of perceived equity on Brand Satisfaction. Table 4.3 Explains the relationship between perceived brand equity and brand satisfaction as below. Objective five: To identify the most influential independent variable that impact on Brand satisfaction. H.N.A Urapola (BM 09780958) Correlations Functions Variable Brand Satisfaction Value Quality Equity Pearson Correlation Equity .716 .752 .708 1.000 Sig. (1-tailed) Equity .000 .000 .000 .000 N Equity 258 258 258 258 Coefficientsa Model Unstandardized Coefficients Standardiz ed Coefficient s t Sig. 95.0% Confidence Interval for B Correlations B Std. Error Beta Lower Bound Upper Bound Zero- order Partia l Part 1 (Consta nt) .120 .232 .515 .607 -.337 .577 Value .276 .102 .207 2.705 .007 .075 .477 .750 .167 .100 Quality .435 .081 .384 5.383 .000 .276 .594 .764 .320 .198 Equity .271 .054 .289 5.064 .000 .166 .376 .716 .303 .187 a. Dependent Variable: Brand Satisfaction • The relationship between equity and brand satisfaction is positive strong relationship. • Correlation coefficient value of 0.716. • The highest influence is indicated by quality at 0.384. • Second highest influence is indicated by equity at 0.289. • Third is value at 0.207.
  16. 16. Hypotheses Testing H.N.A Urapola (BM 09780958)
  17. 17. Objective six: To provide recommendations to the Nippolac company for proper allocation of its resources to enhance the Brand Satisfaction. CONCLUSION AND RECOMMENDATIONS D.T.S Perera (BM 12409556)
  18. 18. Managerial Implications and Recommendations • Continuously communicate the updated quality results though IMCT. • Public relations , advertising , personal selling • More focus on the factors affecting the quality of the product. • Price policy • Store image • Advertising • Brand image • Continuously monitor quality standards accordance with customer feedbacks. • Training and Development programs to the Sales executives, retailers and whole sellers about convincing the exact value to customers • Give recognition for the regular customers • Try to meet far as possible inherent values of customers. D.T.S Perera (BM 12409556)
  19. 19. Conclusion • All three independent variables are significantly related with the Brand satisfaction of Nippolac. • More contribution for the Brand Satisfaction of Nippolac Paint comes from level of perceived quality on customers’ minds. D.T.S Perera (BM 12409556)
  20. 20. Future Research • Extent the research scope among other geographical areas. • North and East • Can extend to any other Industry • Expand the conceptual framework • Can extend the aspects of getting feedbacks from customers • Online Questionnaire • Interviewing etc. D.T.S Perera (BM 12409556)
  21. 21. References • Zeithaml. (1998). The international expansion process of MNEs from developing countries: a case study of Thailand's CP Group. Asia Pacific Journal of Management, 15(2), 163-184. • Aaker, D. (1991). Capitalizing on the Value of a Brand Name. New York. • Ailawadi, K., Donald, R. L., & Scott, A. N. (2003). Revenue premium as an outcome • measure of brand equity. Journal of Marketing, 4(64), 1-17. • Alan Wilson. (2006). Secondary Data. In Market Information and Research (p. 95). Elsevier Limited. • Anderson. (1990). A Model Of Distributor Firm and Manufacturer Firm . Journal of Marketing, Vol. 54(1), 42-58. • Anderson. (1994). Customer satisfaction, Market share, and Profitability: Findings from Sweden. Journal of Marketing, 53-66. • Andreassen, T. a. (1998). Andreassen, T.W. and LiCustomer loyalty and complex services:
  22. 22. • Gürbüz, E. (2008). Retail store branding in Turkey: its effect on perceived quality, satisfaction and loyalty. Journal of Business, 3(3), 286-304. • Hamadi, C. (2010). The Impact of Quality of Online Banking on Customer Commitment. .Communications of the IBIMA, 1-8. • Hellier, P. K., Geursen, G. M., Carr, R. A., . . . J. A. (2003). Customer repurchases intention: A general structural equation model. European Journal of Marketing, 1762-1800. • Hirschey, M., & Pappas, J. (1993). Managerial Economics (Seventh Edition ed.). • Holbrook. (1999). Consumer Value: A Framework for Analysis and Research. New York. • Housden, M. (2010). Data collection techniques in qualitative reseach. In Marketing Information and Research (pp. 140-141). elsevier. • J. C. (1999). The role of perceived risk in the quality-value relationship: a study in a retail environment.". Journal of retailing, 1(75), 77-105. • Jackson, K. (1985). Crabgrass frontier: The suburbanization of the United States. Oxford University Press. • Joewono TB, K. H. (2007). • Kamakura, W., & Russell, G. (1993). Measuring brand value with scanner data. International
  23. 23. Thank You !

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