MARKETING RESEARCH BRIEFING FOR SPECIALISED AREA

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  • 1. Product Research Product means the goods and services which are sold to the consumers. It includes consumer products and industrial products. Product research studies the individual product. It studies the making and marketing of the product. It studies the colour, size, shape, quality, packaging, brand name and price of the product. It also deals with product modification, product innovation, product life cycle, etc. The product is modified (changed) as per the needs and wants of the consumers. Therefore, the product will not fail in the market. 2. Consumer Research Consumer is the person who purchases the goods and services. The consumer is the king in the market. Consumer research studies consumer behaviour. It studies the consumers needs, wants, likes, dislikes, attitude, age, sex, income, location; buying motives, etc. This data is used to take decisions about the product, its price, place and promotion. 3. Packaging Research Packaging research is a part of product research. It studies the package of the product. It improves the quality of the package. It makes the package more attractive. It makes the package more convenient for the consumers. It reduces the cost of packaging. It selects a suitable method for packaging. It also selects suitable packaging material. 4. Pricing Research Pricing Research studies the pricing of the product. It selects a suitable method of pricing. It fixes the price for the product. It compares the companies price with the competitor's price. It also fixes the discount and commission which are given to middlemen. It studies the market price trends. It also studies the future price trends. 5. Advertising Research Advertising research studies the advertising of the product. It fixes the advertising objectives. It also fixes the advertising budget. It decides about the advertising message, layout, copy, slogan, headline, etc. It selects a suitable media for advertising. It also evaluates the effectiveness of advertising and other sales promotion techniques. 6. Sales Research Sales research studies the selling activities of the company. It studies the sales outlets, sales territories, sales forecasting, sales trends, sales methods, effectiveness of the sales force, etc. 7. Distribution Research Distribution research studies the channels of distribution. It selects a suitable channel for the product. It fixes the channel objectives. It identifies the channel functions like storage, grading, etc. It evaluates the competitor's channel. 8. Policy Research Policy research studies the company's policies. It evaluates the effectiveness of the marketing policies, sales policies, distribution policies, pricing policies, inventory policies, etc. Necessary changes, if any, are made in these policies. 9. International Marketing Research International marketing research studies the foreign market. It collects data about consumers from foreign countries. It collects data about the economic and political situation of different countries. It also collects data about the foreign competitors. This data is very useful for the exporters. 10. Motivation Research Motivation research studies consumers' buying motives. It studies those factors that motivate consumers to buy a product. It mainly finds out, Why the consumers buy the product? It also finds out the causes of consumer behaviour in the market. 11. Market Research Market research studies the markets, market competition, market trends, etc. It also does sales forecasting. It estimates the demand for new products. It fixes the sales territories and sales quotas. 12. Media Research Media research studies various advertising media. The different advertising media are television (TV), radio, newspapers, magazines, the internet, etc. Media research studies the merits and demerits of each media. It selects a suitable media for advertising. It does media planning. It also studies media cost. It helps in sales promotion and to avoid wastage in advertising.
  • MARKETING RESEARCH BRIEFING FOR SPECIALISED AREA

    1. 1. Parallel Session: Exploring Research in Specialized Area’ (Masa : 2.30 petang – 4.00 petang) Kumpulan 1 (BM220 - Marketing) F141, Kompleks Star Kamsol Mohamed Kassim
    2. 2. Coverage
    3. 3. #1. INTRODUCTION / OBJECTIVE AREA of Interest During Industrial training Integral part of BBA(Hon ) Synthesis various aspect of learning Ability to write substantial report Demonstration of understanding concept techniques skill
    4. 4. http://kalyan-city.blogspot.com/2011/07/scope-of-marketing-research-mr-branches.html Branches / Areas / Scope of Marketing Research
    5. 5. Market research and marketing research are often confused. 'Market' research is simply research into a specific market. It is a very narrow concept. 'Marketing' research is much broader. It not only includes 'market' research, but also areas such as research into new products, or modes of distribution such as via the Internet. Here are a couple of definitions: "Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications." American Marketing Association (AMA) - Official Definition of Marketing Research http://www.marketingteacher.com/lesson-store/lesson-marketing-research.html
    6. 6. CHOOSING THE PROJECT TOPIC / AREA It is the student’s responsibility to identify a suitable project topic, subject to the approval of his/her advisor (appointed lecturer). The topic must be of issues related to the field of study or at least related to any subject indicated in the students’ program’s curriculum. Request from the industry must also be taken into considerations and shall be discussed between the student, advisor and the supervisor (from the company). For the purpose of preparing the project paper report, a student has to meet and discuss with his/her advisor a minimum of eight (8) times throughout the semester.
    7. 7. “Not Everything That Counts Can Be Counted, & Not Everything That Can Be Counted, Counts”. ALBERT EINSTEIN
    8. 8. 1 MKT 420 Principles and Practices of Marketing 2 MKT537 Marketing Research 3 MKT547 Marketing Communication 4 MKT542 Channels Management 5 MKT532 Understanding Consumer 6 MKT531 Product Management 7 MKT646 Strategic Marketing 8 MKT656 Global Marketing 9 MKT658 Issues in Marketing 10 MKT663 Relationship Marketing ? MKT620 Business Marketing Source: FBM PROGRAM STRUCTURE - BBA with Honours ( MARKETING ) BM220 Glossory Chapter Knowledge
    9. 9. #2 INPUT /PROCESS /OUTCOME CHOOSING THE TOPIC Students RESPOSIBILITY SUBJECTSUBJECT APPROVALAPPROVAL BYBY ADVISORADVISOR Issue Related to Field of Study Request from The Industry –To Consider- Shall be discussed Meet & Discuss with S/Visor min 8 Times THE RESEARCH REPORT P1 P2 P3
    10. 10. #2 INPUT /PROCESS /OUTCOME CHOOSING THE TOPIC THE RESEARCH REPORT
    11. 11. #3.MY ANALYSIS STRENGTH WEAKNESS Written Capabilities/ Language Competencies Knowledge/ Skills/Ability Advisors that are ever willing to guide Conducive System Based on Previous Supervision Experience:Based on Previous Supervision Experience: Take things for granted /Late Starter/ Not Properly Plan/ No ZEST OPPORTUNITIES THREAT To proof / Improve Push up CGPA Higher Level If Its really matters Once a life time / Time Tunnel It a process ( involved procedures, task, schedules, activities , routine by which a job/product/service is delivered Too Engross in the Practical Training…
    12. 12. JUNE JULY AUGUST SEPTEMBER OCTOBER STAGEOFSTUDY 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 CHAPTER1 problemstatement researchobjective significantofstudy limitationsofthestudy CHAPTER2 literaturereview theoreticalframework hypothesis CHAPTER3 methodology researchdesign sampledesign instrument dataanalysis
    13. 13. Example of Effort
    14. 14. #3.MY ANALYSIS
    15. 15. • QUESTION & ANSWER
    16. 16.   TOPICS   1. *The Impact of Islamic Corporate Image on Purchase Intention; The Moderating role of Halal logo  (Trust) / Customer loyalty 2.*The link between Purchase Intention and Corporate Image : Predicting Trust of Halal Logo 3.*The Relationship between Corporate image, and Purchase Intention : An Exploratory Study 4.*An Emperical investigation of Corporate Image : Attitude on Halal logo on purchase intention 5.*Moderating role of Halal logo and purchase intention on food products- A perpective look of  Corporate image. 6.*Corporate Image; An Islamic Perspective on Consumer Purchase Intention  7.*The effect of Corporate Image on the formation of Customer purchase Decision 8.*Moderating effect of halal logo and the role of Islamic Corporate Image on intention to purchase  food products. 9.*Corporate image implication on consumer preference on Halal food products. 10.* Trust the moderating Factor Between Islamic Corporate Image and Consumer Purchase Decision Islamic Corporate image
    17. 17. ANISA AISYA BINTI KHALIL 2010205798 BBA (HONS) MARKETING The moderating effects of corporate image: the influence of service quality and trust on purchase intention at Great Eastern Takaful Sdn Bhd (GETSB)
    18. 18. INTRODUCTION • A number of studies has been carried out on purchase intention and the factors influencing purchase intention (Khan, 2012). • Corporate brands are related to trust (Groenland, 2002 and Berens and van Riel, 2004) • The provision of high quality services is one of the key factors of a successful operation (Wang and Sha, 2000) and service quality has a direct influence on purchase intention (Huang, 2011).
    19. 19. BACKGROUND OF THE STUDY • In respect of insurance industry, it has been one of the key drivers to services sector. Change (%) Share of GDP (%) 2010 2011 2012 2010 2011 2012 Intermediate services Transport strorage 6.9 5.1 6.7 3.8 3.8 3.8 Communication 8.5 7.9 7.9 4.2 4.4 4.5 Finance and insurance 6.4 6.3 6.8 11.7 11.8 12.0 Real estate and business services 7.8 6.8 5.7 5.5 5.6 5.6 Source: Malaysian Rating Corporation Berhad, 2012
    20. 20. OBJECTIVE OF THE STUDY • To determine the influence levels of reliability on trust. • To determine the influence levels of tangibility on trust. • To determine the influence levels of responsiveness on trust. • To determine the influence levels of assurance on trust. • To determine the influence levels of empathy on trust. • To determine the influence of trust on customer’s purchase intention. • To determine the moderating role of corporate image towards a company on the influence of customer’s trust on customer’s purchase intention.
    21. 21. LITERATURE REVIEW • Purchase Intention • Definition: customers willingness and readiness to consider buying a products (Wang and Tadisina, 2008, Nelson Barber et al., 2012 and Al-Ekam, 2012). • Fishbein and Ajzen (1975), a Theory of Reasoned Action (TRA) and Theory of Planned Behaviour (TPB). TRA TPB Attitude Behaviour
    22. 22. Theory of Planned Behaviour
    23. 23. • Corporate Image • Defintion: the overall representation of an enterprise to the public (Nguyen and Lablanc, 2001). • Studies on corporate identity has been carried out since early 1930s (Alan Valdez, 2013).
    24. 24. 1930s •Personalities as impression made on other people 1950s-1960s •Consumers buy a brand for the meaning it has 1970s •Include the perceptions of stakeholders 1980s •The effects of behaviour and communication was recognized. Nowadays, identity is seen as strategic tool EVOLUTION OF CORPORATE IMAGE
    25. 25. • Trust Definition: a state involving the expectation of the parties and risk associated with assuming in such expectations (Deutsch, 1958, Holmes and Rempel, 1991 and Al-Ekam , 2012). A few research on trust is started from psychological study (Wetzels, 1998). Lewis and Weigert (1985) – three dimensions: 1)Cognition 2)Affection 3)Behaviour
    26. 26. Service Quality Definition: a long run evaluation of employees performance, interaction and processes and expectation of customers . (Parasuraman, 1985 , Cronin and Taylor, 1992 and Bitner et al., 1996, ). Parasuraman (1985), is the main contributor to service quality. Service Quality Categorized into five dimensions : 1)Tangibility 2)Reliability 3)Responsiveness 4)Assurance 5)Empathy
    27. 27. Author 1. A gap between expectations and perceived performance is the best predictor of satisfaction impact on level of customers trust Mcquitty et al., (2000) 2. Service quality consists of reliability, tangibility, responsiveness, assurance and empathy. Parasuraman (1985) 2. Trust relates to positive expectation about the intentions and behaviour of exchange partner. Singh and Sirdeshmukh, (2000) 3. Positive corporate reputation with guaranteed attributes and functions will establish better customer trust. Dodds et al., (1991) PREVIOUS RESEARCH H1-1: Reliability has a significantly positive influence on trust. H1-2: Tangibility has a significantly positive influence on trust. H1-3: Responsiveness has a significantly positive influence on trust. H1-4: Assurance has a significantly positive influence on trust. H1-5: Empathy has a significantly positive influence on trust. H2: Trust has a significantly positive influence on purchase intention H3: Corporate image will moderate the influence of trust on purchase intention. H3-1: The influence of trust on purchase intention in high corporate image situations is greater than in low corporate image situations.
    28. 28. PROPOSED RESEARCH MODEL INDEPENDENT VARIABLES DEPENDENT VARIABLES   Service Quality •Tangibility •Reliability •Responsiveness •Assurance •Empathy Trust Purchase Intention Corporate Image Moderating variable
    29. 29. RESEARCH METHODOLOGY AND ANALYSIS Frequency analysis •To obtain the number of the responses associated with the different value of variables and  express those counts in percentage term Descriptive analysis •To understand the characteristics of the respondents of variables of interest situation. Reliability analysis •Used of Cronbach’s alpha value •If alpha value was higher than 0.70, then it showed that the reliability was high (Osburn, 2000). Correlation analysis •Pearson’s correlation was adopted •The closer the absolute value to 1, the stronger the relationship (Taylor, 1990) Regression analysis •To test the hypotheses •Proposed moderator and interaction term was adopted for modeator analysis
    30. 30. RESULT AND FINDINGS • Frequency analysis Gender: Percentage (%) Male 38.7 Female 61.3 Total 100 Age : Percentage (%) 18-24 9.3 25-34 44.0 35-44 24.7 45-54 22.0 Total 100 Marital status: Percentage (%) Single 15.3 Married 84.7 Total 100 Employment status: Percentage (%) Employed full-time 78.7 Employed part-time 8.7 Retired 5.3 Unemployed 6.0 Student 1.3 Total 100 House hold income: Percentage (%) Below RM1000 10.7 RM1001-RM3000 31.3 RM3001-RM5000 16.7 RM5001-RM7000 24.7 RM7001 and above 16.7 Total 100
    31. 31. • Descriptive analysis Variables N Min Max Mean Std. Deviation Corporate image 150 4.00 5.00 4.7278 0.35991 Service quality 150 4.00 5.00 4.6633 0.35363 Customer trust 150 3.00 5.00 4.6644 0.48925 Purchase intention 150 3.00 5.00 4.6756 0.50048
    32. 32. • Correlation analysis Service quality Customer trust Purchase intention Corporate image Service quality 1 Customer trust 0.534** 1 Purchase intention 0.595** 0.399** 1 Corporate image 0.786** 0.384** 0.701** 1
    33. 33. REGRESSION ANALYSIS • The influence of service quality on trust Dependent variables Service quality Regression coefficient (β) t value p value Customer trust Tangibility 0.276 2.067 0.041 Reliability 0.482 3.239 0.001 Responsiveness 0.034 0.265 0.791 Assurance 0.302 2.416 0.017 Empathy 0.050 0.384 0.702 R²= 0.340 ; Adjusted R²= 0.317 ; N=150 ; F14.832 ; p= 0.000
    34. 34. • The influence of trust on purchase intention. REGRESSION ANALYSIS Independent variable Dependent variable Regression coefficient (β) t value p value Customer trust Purchase intention 0.399 5.294 0.000 R²= 0.159 ; Adjusted R²= 0.154 ; N= 150 ; F= 28.029 ; p= 0.000
    35. 35. • The moderating effects of corporate image between the influences of trust on purchase intention REGRESSION ANALYSIS Dependent variable Variables Regression coefficient (β) t value p value Purchase intention Customer trust 0.597 7.335 0.000 Customer trust X Corporate image 0.392 4.821 0.000 R²= 0.274 ; Adjusted R²= 0.264 ; N= 150 ; F= 27.752 ; p= 0.000
    36. 36. Comparison of the moderating effect of high and low corporate image 5.004.504.003.503.00 meanCT 5.00 4.50 4.00 3.50 3.00 meanPI Fit line for high corporate image Fit line for low corporate image high corporate image low corporate image groupCI R Sq Linear = 0.051 R Sq Linear = 0.299 Purchase intention Customer trustCustomer trust Corporate Image
    37. 37. CONCLUSION • Different dimensions of service quality will have different levels of influence on customer trust. • Trust has a significantly positive influence on purchase intention correspond to previous research. • Corporate image moderate the influence of trust on purchase intention. • Recommendation: 1) Enhance service quality to increase level of customer trust 2) Should considered to increase level of customer trust 3) Strengthen the corporate image to enhance trust and leads to purchase intention
    38. 38. THANK YOU

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