The proposal explores the significant influence of internet technology on the tourism industry, particularly in European countries, highlighting its role in marketing, customer engagement, and distribution. It asserts that the internet has transformed travel planning and booking processes, making them more convenient and accessible for consumers while also increasing the industry's revenue. The research aims to identify both the benefits and challenges of internet integration in tourism, emphasizing the necessity for further studies on evolving technologies within the sector.

1. 11
Proposal Part One - Part 1: Influence of Internet on Tourism
Industry
Research Proposal: Influence of Internet on Tourism Industry
Introduction
The tourism industry has been among the best-valued sectors
within the nation to generate massive revenue for the
government. Besides, the industry is considered among the
earliest since it started several decades ago. For an extended
period, the industry uses Integrated Marketing Communications
to promote their various products and services to the entire
world. The introduction of technology in the industry leads to
improvements in the sectors. Most individuals without extensive
information on the tourism industry can access the data in their
comfort zones. It implies that IT and internet technology play a
significant role in ensuring effective strategy due to its
existence globally.
Most European countries have tried to promote and implement
internet technology in ensuring satisfactory delivery of products
and services (Kayumovich, 2020). Since it has a custom within
the tourism and hotel industry to provide intangible products
and services, including but not limited to services alongside
comfort, the internet has been an effective method of delivering
its messages to the targeted customers. Also, through internet
technology, the industry has achieved more customers in the
global market, including the European market. The promotion of
branding within the European tourism industry has been
effective due to the introduction and implementation of internet
technology. Thus, the internet is believed to significantly
influence the tourism industry in various sectors, including but
limited to infrastructure, travel, alongside the marketing sector.
Before introducing the internet alongside the IT, travelling of

2. customers was dangerous and unpleasant since travellers had
constraint understanding of locations they were visiting.
As a result, the existing vacationers of time had limited
knowledge of the cultures and terrain alongside the climate
change and patterns necessary to stimulate the travelling issues.
Therefore, tourism sectors, including but not limited to tour
companies, travel agencies and other like hotels, had developed
strategies necessary to promote booking and reservation
processes (David-Negre et al. 2018). However, several decades
ago, popular sites were visited by tourists. It implies that the
tourism sectors within the local or remote area faced chal lenges
of securing sufficient clients as people were could not define
the destination. Also, shortage of information on a particular
region leads to reduced travelling by visitors. The research
involved the utilization of relevant literature review on the
subject matter to provide factual information. Therefore, the
report offers adequate information on the influence of the
internet on the tourism industry. This research would give me
the stage to show my finding and view and also propose how the
internet can be leveraged to an extend in the tourism industry.
Literature review
Internet is the current method of interaction used among people
in the tourism industry to promote most services and products.
Within the sector, several destinations alongside activi ties have
taken place in the best way due to the internet technology. It
implies that the internet has a significant role to play in the
sector. According to Kayumovich, Annamuradovna &
Kamalovna (2019), a single click is necessitated for any activity
or service a client may requireavoiding lateness and confusions.
The internet is recognized as the best connector between the
promoters and potential clients in the modern world. The
existing hundreds of websites created provide the customers
with the required information to plan for their visits and travel.
Internet and the travel sector of the tourism industry

3. In the ancient times of the industry, travel planning was
problematic since the clients would get important information
that would be used to enable and plan for the travel. Also,
availing information and marketing appeared to be challenging.
The Travel Industry associations of America posit that over 80
million online travellers managed to plan and travel to various
places within Europe in the tourism industry (Kayumovich,
2017). It implies that multiple sectors have been
implementedusing the internet to avail adequate information on
the various destinations and schedules alongside prices.
Modern Internet technology
Web 2.0 is a commonly used concept by several travellers as the
essential planning trend present on the internet. The idea is
general and easy to understand; hence it is the current trend in
the tourism department. According to Muhammedrisaevna,
Mubinovna & Kizi (2020), web 2.0 is a platform where
consumers meet promoters to collaborate and share relevant
information to build on the market trend. It implies that the web
is designed for every user as it provides sufficient information
believed to be user-generated content. The website is new in the
industry and does not require extensive knowledge since it is
possible to have the information passed without delay to the
target client. The web has on several occasions encouraged the
use of various encouraging methods of data collection on the
internet. The postings are done in the form of relevant reviews
and videos. Besides, other posts on blogs have essential
information about destination or activities within the tourist
attraction sites the customer would wish to go to. About 70
percent of the current consumers are encouraged by the postings
of other travellers in the same place (Zsarnoczky, 2017). They
might post-specific features appealing to the potential customer.
Internet on the distribution products and services in the tourism

4. industry
According to Rahahleh et al. (2020), internet technology has
improved the distribution sector of the tourism industry. The
finding of the article suggests that the products and services
within a particular tourist attraction site are available to ever y
customer without unnecessary confusions. It implies that
various promoters interact with the client, and as a result, they
market their strategies on how they distribute their services and
products. When the client is convinced of the availed
information, the client is free to plan for the travel without
unnecessary issues. It implies that the current internet
technology within the industry can augment the existing
productivity alongside the distribution of services offered. The
department can influence every other issue as presented. The
distribution protocol is the key to the client decides on the
benefits of the site. It implies that when the distribution of
services is appropriate for the client, the attraction site can have
as many customers as possible.Also, the online customers are
both passive and active receivers in the marketing procedure. It
implies that despite the internet being considered the
conventional marketing creating room to have one-way
interaction, it is also a communicative platform. The exchangeis
always believed on a single platform where it flows from
suppliers to consumers (Kazandzhieva& Santana, 2019).
However, the interaction intended should encourage
contribution from both sides to promote effectiveness in the
industry.
Ramifications internet technologies in the tourism industry
alongside hospitality in the European countries
On several occasions, managerial exercise alongside the
available philosophy acquires the necessary understandings and
knowledge in most marketplaces. The existence of the internet
and its advancement has generated several marketing strategies

5. that make most people develop information. Customer
relationship is critical in most parts of the European countries.
Ketter (2020) asserts that this marketplace has exciting value
delivery links; hotels, airlines, and other suppliers would
usually sell their goods and services to consumers through
arbitrators or mediators such as travel companies. After the
institution of the internet in the Europe, there was a
transformation in the mechanism used in booking.
The conventional way of distribution of the internet tourists'
booking and reservation went 26 through the travel company
who in response contacted the internet to make a booking of
airlines, hotel, car hire, and tour functionalities (Domínguez
Vila, Alén González & Darcy, 2019). The new and innovative
setting is more comfortable and faster because travellers use the
internet directly to make their reservations and bookings. Many
hotels have established web-based booking elements for both
group and leisure sales (Labanauskaitė, Fiore &Stašys, 2020).
Progressively, package holiday tour workers or operatives are
considering direct sales through the internet in their sales plan,
avoiding or sidestepping the travel companies. These
organizations are taking on both acquisitive and organic growth
approaches. Other scholars have also acknowledged the
instrumentality of the internet in the tourism marketplace.
There's a depiction that the concept of online distribution i s
relevant to several endpoints and multiple manners consumers
can attain personal domains. The illustration also points out that
some consumer may book travels through commercially
controlled areas. The fields are regulation by federal
organizations that distribute hotel rooms' reservations for the
region through their commercial reservation settings.
Other benefits and limitations of internet technology
The benefits of the internet in European countries, including the
United States,are numerous. The essential advantage is that
tourist can look up a destination at the comfort of their home
before organizing a tour. It makes the work and hustles easier

6. and faster. They can also make hotel reservations and bookings
online. It has augmented the figures of travellers coming to the
Europe in the current times (Dieck, Fountoulaki& Jung, 2018).
The 27 tours and hotels operatives can now interact with the
tourists on day-to-day activities as they arrange their tours
earlier.
The cons of internet usage are that it can be expensive for some
organization to uphold. The institution and application of the
internet have dramatically made payment to the advancement of
tourism growth in the Europe and the world for the past few
decades because it has endorsed tourism and inspired travellers
to come to the Europe. Another manner of looking at the
instrumentality of the internet in the travel business is viewed at
the contention that the web is becoming a combined or joint
"travel square". It is because Chatzigeorgiou (2017) posits that
more and more vacationers are turning to online travel to satisfy
their correlated trip activities like making travel transaction,
seeking information, and looking for travel organizations.
Other disadvantages of the internet in the tourism industry
The internet can be used for various advantages associated with
other technical and fundamental operations within the industry.
However, it is critical to acknowledge that the internet
contributes to other limitations. They include but are not limited
to providing fake information to lure potential customers. On
several occasions, some promoters within the internet avail
information which appears to be giving unrealistic data. As a
result, the potential customer becomes irritated upon realizing
that the data is meant to lure them (Adeola & Evans, 2019).
Therefore, the client tends to avoid the services and products
from the same industry. According to Poddubnaya (2019),
Europe entails several developed tourism sites attracting the
most visitors worldwide. Therefore, when an individual
provides unreliable information about a site to be visited, such
as posting pictres of wild animals that do not form part of the
site, the client seeks assistance from other sites.

7. Gaps in the literature
Despite exhausting the essential information necessary to
provide crucial information on the issue, specific gaps are left
requiring extensive research in the future. First, the literature
does explore other aspects more aspects of the recent
technology of internet advancement. However, it only illustrates
on the web. 2.0, which necessitatesand provides a platform for
the users are promoters to meet and interact. Several other
internet technologies are available, which should be covered by
the literature. When movingforward with the research, it
becomes critical to ensure that the most recent internet
advancement is covered in the literature review. Providing
sufficient information on the current technology convinces
people that the internet positively influences the tourism
industry. Also, the literature failed to mention the several
existing examples of booming tourism and hotel industries that
have implemented the recent internet technology. However,
moving to the future with research, some famous tourism
industries in Europe will explain the possible influence of the
internet. It implies that the future of the study will tend to cover
every aspect necessary to bring the significance of the internet
influence on the technology.
Statement of the Problem
Internet technology can be used on several occasions for
functional purposes. However, it can be used for other purposes
such as strategic and methodological administration. It assists
in strengthening the tourism industry businesses to meet and
market their products and services to potential customers
without complexity. Besides, they can manage to participate and
accomplish the existing competitive advantage. Refining and
understanding some complicated system in the industry requires
the adequate arrangement of a robust framework. This research
would identify how direct interaction between the promoters
and the clients can be enhanced with the help of the internet?.
Hopefully, this research will help customers by giving

8. information on how they can freely relate and socialize with
market promoters to ensure that they have an advanced and
reliable market?. In the modern industry, the internet has
excessively been used as an advertising and promoting platform
where people interact directly for business purposes. This
tendency will benefit the customers and business and help the
country increase the country's economy, which can be used to
benefit society.
Research questions
The research paper focuses on two primary questions, giving
vital information when effectively reviewed.
1) What are the possible ramifications of internet technologies
in the tourism industry alongside hospitality in European
countries?
2) What are some of the benefits of internet technology
advancement in the tourism industry in European countries?
Other question to be answered include,
What is the relationship between the clients and the industry
promoters in the European countries?
Does the tourism industry incur massive investment due to the
introduction of internet technology in European countries?
References
Adeola, O., & Evans, O. (2019). Digital tourism: mobile
phones, internet and tourism in Africa. Tourism Recreation
Research, 44(2), 190-202.
Bugawa, A. M., & Mirzal, A. (2018). The impact of Web 2.0
technologies on the learning experience of students in higher
education: A review. International Journal of Web-Based
Learning and Teaching Technologies (IJWLTT), 13(3), 1-17.
Chatzigeorgiou, C. (2017). Modelling the impact of social
media influencers on behavioral intentions of millennials: The
case of tourism in rural areas in Greece. Journal of Tourism,
Heritage & Services Marketing (JTHSM), 3(2), 25-29.

9. David-Negre, T., Almedida-Santana, A., Hernández, J. M., &
Moreno-Gil, S. (2018). Understanding European tourists' use of
e-tourism platforms.Analysis of networks. Information
Technology & Tourism, 20(1-4), 131-152.
Dieck, M. C. T., Fountoulaki, P., & Jung, T. H. (2018). Tourism
distribution channels in European island
destinations. International Journal of Contemporary Hospitality
Management.
Domínguez Vila, T., Alén González, E., & Darcy, S. (2019).
Accessible tourism online resources: a Northern European
perspective. Scandinavian Journal of Hospitality and
Tourism, 19(2), 140-156.
Eckhaus, E. (2017). Towards tourism business change. Revista
de Management ComparatInternațional, 18(3), 274-286.
García-Morales, V. J., Martín-Rojas, R., & Garde-Sánchez, R.
(2020). How to encourage social entrepreneurship action? using
web 2.0 technologies in higher education institutions. Journal of
business ethics, 161(2), 329-350.
Jaelani, A. (2017). Halal tourism industry in Indonesia:
Potential and prospects. International Review of management
and Marketing, 7(3).
Kaur, G. (2017). The importance of digital marketing in the
tourism industry. International Journal of Research-
Granthaalayah, 5(6), 72-77.
Kayumovich, K. O. (2017). The highlight priorities for the
development of digital tourism in Uzbekistan. International
scientific review, (LXIX).
Kayumovich, K. O. (2020). Prospects of digital tourism
development. Economics, (1 (44)).
Kayumovich, K. O., Annamuradovna, F. S., &Kamalovna, S. F.

10. (2019).Features of electronic online market in
tourism. Вестникнауки и образования, (24-3 (78)).
Kazandzhieva, V., & Santana, H. (2019). E-tourism: Definition,
development and conceptual framework. Tourism: An
International Interdisciplinary Journal, 67(4), 332-350.
Ketter, E. (2020). Millennial travel: tourism micro-trends of
European Generation Y. Journal of Tourism Futures.
Creswell, Research Design 5e . SAGE Publishing(2018)
Khudoyberdievich, A. O. (2020). Innovation technologies on
tourism. Academy, (3 (54)).
Labanauskaitė, D., Fiore, M., &Stašys, R. (2020).Use of E-
marketing tools as communication management in the tourism
industry. Tourism Management Perspectives, 34, 100652.
Muhammedrisaevna, T. M., Mubinovna, R. F., &Kizi, M. N. U.
(2020).The role of information technology in organization and
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Rahahleh, A., Al-Nsour, S., Moflih, M., Alabaddi, Z., Al-
nassar, B., & Al-Nsour, N. (2020). The influence of electronic
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11

11. Does packaging color of product affect consumer behavior
during purchase?
Table of Contents
1. Title Page------------------------------------------------------------
--------------------------1
2. Table of Contents---------------------------------------------------
--------------------------2
3. Introduction---------------------------------------------------------
---------------------------4
4. Problem statement--------------------------------------------------
--------------------------5
5. The importance and necessity of conducting research----------
-------------------------6
6.The theoretical framework of research----------------------------
-------------------------7
7.Research Objectives-------------------------------------------------
-------------------------8
8.Research question---------------------------------------------------
--------------------------9
9. Hypothesis-----------------------------------------------------------
--------------------------9
10. The conceptual definition of variable --------------------------

12. --------------------------10
11. The operational definition of variables-------------------------
--------------------------10
12. Research purpose--------------------------------------------------
--------------------------13
13. Research restriction-----------------------------------------------
--------------------------14
14. Research methods-------------------------------------------------
--------------------------14
15. Society and statistical sample -----------------------------------
--------------------------15
16. Statistical community---------------------------------------------
--------------------------15
17. Sample size and sampling method-------------------------------
-------------------------16
18. Variables-----------------------------------------------------------
---------------------------16
19. Data collection-----------------------------------------------------
-----------------------17
20. Method--------------------------------------------------------------
-----------------------17
21. Library study ------------------------------------------------------
-----------------------17
22. Field study---------------------------------------------------------
------------------------17
23. Data analysis method ---------------------------------------------
-----------------------18
24. Deliverable --------------------------------------------------------
------------------------18
25. Activity schedule -------------------------------------------------
------------------------20
26. Reference ----------------------------------------------------------
------------------------21
27. Appendix (questionnaire) ----------------------------------------
------------------------22

13. Introduction
Objects, people, and the environment contain a variety of colors
that we encounter every day, so Colors are everywhere, and we
can state that Color is a fundamental aspect of human
perception (Kauppinen, 2014). Also, colors not only include
emotions, but they also convey physiological concepts and
associations (Labrecque, 2012). However, one of the most
important issues in marketing and product sales promotion is to
consider the right color in product packaging. Nowadays,
advertisements play an important role in human life, and on the
other hand, the output products of commercial companies
experience tangible qualitative convergence which the important
issue of packaging and its dimensions such as product
packaging color cannot be ignored (Farooq, 2015). Despite its
primary responsibility for product protection, packaging has
gradually acquired new features that in its motivational aspect
often include the design, color, and shape of packaging
(Cahyorini, 2012). Product packaging features such as its color

14. can be used as a carrier of promotional messages, motivational
shopping tools, means of collecting comments, and carrier of
the company's identity and slogan. (Labrecque, 2012). There is
no doubt that the right color packaging can make a difference.
Therefore, companies today are increasingly focusing on
different packaging features and are well aware of the fact that
even a small change in the shape of the packaging can affect
consumer behavior to high profitability. (Raheem, 2014).
In this way, first, the main questions raised in the research were
presented in the form of the problem statement and then the
importance and necessity of the discussion on the research topic
were examined and then the questions, research model, goals,
and research hypotheses were presented. Finally, after
presenting the conceptual definitions, the operational
definitions related to each of the indicators and the scope of the
research were described separately.
Problem statement
The purchasing decision process refers to the steps that buyers
decide to buy products and services. The study of consumer
decision-making includes the analysis of how individuals
choose between one or two or more options to buy and the
processes that occur before, during, or after the purchase
(Silayoi, 2004). Pre-purchase activities occur in the early stages
of the purchase decision process and when the person is
primarily motivated to make a purchase (Kauppinen, 2014). At
one point in the process, the consumer must stop searching and
evaluating the information and choose a purchase option
(Labrecque, 2012). This stage is the same as the purchase stage
(Kuvykaite, 2009). Post-purchase activities also focus on what
happens after the purchase since the decision-making process
does not end with the purchase, and consumers evaluate the
decision and use it for future decisions (Kuvykaite, 2009).
Various studies have sought to find out what features of the
product can affect consumers' purchasing decisions
(Schoormans, 1997). Traditional analyzes have focused only on

15. the characteristics within a product, which in no way meet the
needs of current changing markets, as consumers are influenced
by different levels of the product (Raheem, 2014). Various
studies have shown that the physical appearance of a product,
such as packaging, affects the buyer's attention to a product in
the store, testing it, and ultimately its purchase (Silayoi, 2004).
Meanwhile, product packaging color seems to be a key factor
that can be effective in different stages of consumer buying
(Hussain, 2011). In particular, it has a special place in the
packaging of food products (Silayoi, 2004). The color
combination of product packaging creates an image in the mind
(Shah, 2013). The more compelling the image created in the
minds of consumers of food products, the more effective it can
be in deciding to buy their product (Shah, 2013). In other
words, designing the packaging of food products with diverse
and cheerful colors that are consumer-friendly accelerates the
decision to buy a product (Labrecque, 2012). Therefore, trying
to design the packaging of a product with the right color and
paying attention to the opinions of consumers can have a
profound effect on consumer sentiment and the decision to buy
that product (Kuvykaite, 2009). This research also seeks to
discover the relationship between food packaging color and
consumer decisions during purchase. Based on this, the main
research question is compiled as follows: What is the
relationship between food coloring and consumer decisions
during purchase?
The importance and necessity of conducting research
Consumer choice is complex, rich, and extensive.
However, if sellers want sustainable success, they must try to
understand consumers. It takes a long time to understand the
nature and patterns of the origin of consumption (Raheem,
2014). Besides, consumer behavior depends on why people buy
and what they buy is an interpretation to try to understand the
nature of consumer goals and outcomes (Raheem, 2014). To
compete with retailers and manufacturers, they adopt aggressive

16. production strategies to increase consumerism (Hussain, 2011).
A popular strategy for influencing consumer choice is to use a
variety of colors (Hussain, 2011). Color can stimulate interests
and tastes, thereby increasing the purchasing power of products
(Labrecque, 2012). The color promotes business by increasing
the effectiveness of promoting halo throughout a brand and even
generating new revenue (Underwood, 2001). When designing a
product, it is important that the texture, pattern, and effects,
especially the color, is selected appropriately (Labrecque,
2012). Therefore, the visual characteristics of packaging are of
particular importance in different stages of food purchase due to
their role in establishing the first direct relationship with the
customer and its effect on the customer's mind psychologically
(Shah, 2013). This feature, as Hussain (2011) believes, is often
because consumers are affected by the appearance of the
product, especially its packaging, in unplanned purchases. It is
a subject that still needs to be looked at expertly and, of course,
more comprehensively in the production of domestic packaging
(Silayoi, 2004). However, among the existing reality in our
society, which is also believed by the hands of packagi ng
workers, shows that all activities carried out on packaging are
based on traditional beliefs and ideas, and field research has not
played the slightest role (Labrecque, 2012). It seems that
according to the current situation, producers and suppliers of
food products in the Pega factory in Vancouver that produces
dairy products do not know much about the nuances of
designing and providing packages tailored to the needs and
desires of their customers. In this regard, and to compensate for
these shortcomings, in the present study, an attempt has been
made to study how to influence and determine the relationship
between packaging factors during consumer behavior steps and
activities, although a small step is done to develop marketing
services and consequently development, creating a business
environment to compete effectively in the food industry in
Vancouver.
The theoretical framework of research

17. The theoretical framework is the foundation on which
all research is based. This framework clarifies the relationships
between variables, just as the study of background forms the
basis of the theoretical framework. A good theoretical
framework, in turn, provides the necessary logical basis for
formulating testable hypotheses (Sakaran, 2006).
In this study, to answer the research questions, the conceptual
model is presented in Figure 1. In this model, the relationship
between packaging color and consumer behavior in different
stages of purchase is examined. The color of the packaging,
which is considered as an independent variable in this research,
is based on the study of Vaspis (2004), which divided the
packing factors into two categories: information factors and
visual factors. Consumer behavior is also a dependent variable
of research that has been extracted based on Wilkie's (1994)
studies. He sees consumer behavior as a three-step process,
including before, during, and after purchase.
Visual factors in packaging
(Packaging color)
Consumer behavior after purchase
The theoretical framework of research (Vaspis, 2004 &Wilkie’s,
1994)
Research Objectives
The objectives of this study are divided into two
categories:
The main purpose is to examine the relationship between

18. packaging color and consumer behavior.
Sub-objectives:
1- Investigating the relationship between packaging color and
consumer behavior while the consumers have intention to
purchase
2- Investigating the relationship between packaging color and
consumer buying behavior during making a decision to
purchase.
3- Investigating the relationship between packaging color and
consumer behavior after they make a decision to purchase.
Research question
In this research, we try to answer the main questions and sub-
questions of the research. The main question is that this
research seeks to answer the following question:
Is there a significant relationship between food packaging color
and consumer behavior during purchase?
Sub-questions were developed to answer:
1) Is there a significant relationship between food packaging
color and consumer behavior before purchase?
2) Is there a significant relationship between food packaging
color and consumer behavior during purchase?
3) Is there a significant relationship between food packaging
color and consumer behavior after purchase?
Hypotheses
According to the thematic literature and research
model, the research hypotheses are as follows:
The main hypothesesis:
There is a significant relationship between the color of food
packaging and consumer behavior.
Sub-hypotheses are:
1) There is a significant relationship between the color of food
packaging and the behavior of consumers before buying.
2) There is a significant relationship between the color of food
packaging and behavior during consumer shopping.
3) There is a significant relationship between food packaging

19. color and consumer behavior after purchase.
The conceptual definition of variables
Food Packaging Color: One of the visual components
of products that can affect the consumer (Labrecque,2012).
Consumer Behavior: Consumer behavior refers to activities, in
which people engage in the actual or potential use of various
market products, including goods, services, ideas, and store
environment, and include three subgroups in pre-purchase
activities. , activities during purchase and activities after
purchase (Shah, 2013).
Pre-purchase activity: Pre-purchase activities occur in the early
stages of the purchasing decision process and when the person
is first motivated to make a purchase. This stage includes three
subgroups, which are: awareness of need, evaluation of options,
and collection of information (Zekiri, 2015).
Purchasing Activity: At one point in the process, the consumer
must stop searching and evaluating information and choose a
purchase option. Purchasing options for the consumer include
the product itself, packaging, store, and purchase method. In
this case, the customer makes a convincing compromise
according to the characteristics of the product and other factors.
Once the buyer has chosen the brand and store he or she wants,
he or she must complete the exchange process. This stage is the
same as the purchase stage. This stage leads to the decision to
buy (Zekiri, 2015).
Post-purchase activity: Post-purchase activities are focused on
events that occur after the purchase has been made because the
decision-making process does not end with the purchase, but the
consumer evaluates the decision and makes it. Used for future
decisions. This stage of consumer behavior is examined in two
stages: consumption and product evaluation and future decision-
making processes (Hussain, 2011).
The operational definition of research variables
As noted, this study seeks to examine the process of
consumer buying behavior by characterizing the color of food
packaging. For this purpose, the operational definitions used for

20. each of these variables in this study are as follows:
Food Packaging Color: Using questions 1 to 4 of the
questionnaire, which will be evaluated and measured by
respondents in the form of a 5-point Likert scale from very low
to very high with numbers 1 to 5.
Behavior before purchase: Using questions 5 to 8 of the
questionnaire, which will evaluate and measured by respondents
in the form of a 5-point Likert scale from very low to very high
with numbers 1 to 5.
Behavior during consumer’s purchase: Using questions 9 to 12
of the questionnaire, which will evaluate and measured by
respondents in the form of a 5-point Likert scale from very low
to very high with numbers 1 to 5.
Behavior after consumer purchase: Using questions 13 to 16 of
the questionnaire, which will evaluate and measured by
respondents in the form of a 5-point Likert scale from very low
to very high with numbers 1 to 5.
And to determine the score of each characteristic, we use the
average score of the items assigned
Literature review
Marketing is the process by which a consumer's need is
identified and what satisfies that need is determined and created
and delivered to the customer in such a way that his satisfaction
is satisfied and long-term and beneficial two-way relationships
are established with him (Labrecque, 2012). To study consumer
behavior as closely as possible, one of the issues that should be
studied is the factors affecting these behaviors. Consumer
behavior in general can be influenced by several factors (Zekiri,
2015). Meanwhile, the impact of the product on consumer
behavior is important. Many of the features of products
belonging to different companies, including brand name,
quality, novelty, and complexity of the product can affect
consumer behavior (Labrecque, 2012). A review of past studies
on the product shows that traditional analyzes have focused
only on the internal characteristics of the product, which does
not meet the needs of the changing markets at the moment,

21. while consumers are the various levels of the product are
affected (Silayoi, 2007).
In a study, Roswell et al. (2014) investigated the effect of
foreign food coloring on 1046 Norwegian consumers. The
results showed that most respondents are sensitive to the color
ratio of sensitive products and their purchasing decisions.
In a study, Funk and Debussy (2006) examined the effect of
product color on customer selection in Malaysia. They selected
196 customers who had come to various exhibitions to buy cars.
The results showed that the color of the products affects the
choice of customers. Also, the results of their other research
showed that the age variable can also play a moderating role in
this issue.
In a study, Sylavi and Space (2004) looked at the role of
product packaging in product selection by customers. The
results of their research showed that packaging graphics,
including its color, play an important role in stimulating the
consumer to buy that product.
Garber et al. (2000) investigated the effect of food coloring on
customers' purchasing decisions. They selected 389 students and
distributed the questionnaires among them. The results of their
research showed a significant positive relationship between
product color and customer purchasing decisions.
Buck et al. (2011), however, investigated the role of product
color on the mental judgment of consumers in Belgium. Their
results showed that there is no relationship between the color of
the products and their choice by the customers and in some
cases, the opposite will happen.
One of the main reasons for food packaging is to attract
customers so that packaging is a flashing commodity to the
consumer (Schoormans, 1997). Today, the packaging industry
uses special colors, designs, and dimensions to attract
customers to have significant effects on attracting customers
(Silayoi, 2004). The design on the packaging is also one of the
effective factors in attracting the customer when choosing the
product (Taghavi, 2015). Packaging design at the time of

22. purchase as well as the choice of goods by the consumer in the
future and the use of the product is effective and is considered
as part of the consumer's experience in future purchases
(Taghavi, 2015). How a package is opened or closed, and even
how it is placed in the refrigerator, are all psychological
reflections that lead to product value and consumer satisfaction
(Zekiri, 2015). To study consumer behavior as closely as
possible, one of the issues that should be studied; is the factors
affecting these behaviors.
Visual packaging features
The visual feature of the package includes features such as
color, design, size, information on the package, and the size of
the writing on the package (Schoormns, 1997). This feature of
packaging is of great importance in the packaging production
process due to its prominent role in creating awareness,
willingness and even customer motivation to buy food
(Labrecque, 2012). Marketers have so far tried to increase the
level of awareness and subsequent desire and purchase in
customers by using various sciences, especially art and its
applications in making a package (Schoormans, 1997). Applying
appropriate colors that largely reflect the content of the product
and encourage the taste and attention of customers, innovative
and stunning designs, providing sufficient information about
features, how to use and apply, storage conditions, how
Preparing and even providing value and health messages can
greatly increase the desire to buy (Silayoi, 2004). On the other
hand, the application of sociological and psychological
knowledge in determining the size, volume and number of goods
in each package is very important in this regard, and in no way
should the use of these sciences in these cases should be
ignored (Taghavi, 2015). In any case, the visual feature, as its
name suggests, includes the feature of the packaging that is
placed in the customer's vision and is interpreted as a red light
that calls the customer with its features and (kuvykaite, 2009).
Buyers of food products pay special attention to packaging
factors and components when they are aware of the need

23. (Shah,2013). In food products, due to special features and
characteristics, the packaging is one of the most important and
common sources of people to search for information about
buying such products, especially due to the information it
provides to buyers (Shah, 2013). Packaging color serves as one
of the important components in product packaging, a useful tool
for completing the information needed to evaluate products, and
an important source for internal information retrieval and recall
of previous shopping experiences (Shah, 2013). Among all the
different stages of shopping, packaging, relying on two
categories of visual and information factors, plays the most
important role in the stage of behaviors during shopping and in
the decision-making activity of shopping (Schoormans, 1997).
Among the various components in color packaging, product
packaging plays a very important role in people's purchasing
decisions at the point of purchase of stores (Silayoi, 2007).
Research purposes
The objectives of this study are divided into two
categories.
The main purpose is to examine the relationship between
packaging color and consumer behavior during purchase.
Sub-objectives:
1- Investigating the relationship between packaging color and
consumer behavior before purchase.
2- Investigating the relationship between packaging color and
consumer buying behavior during purchase.
3- Investigating the relationship between packaging color and
consumer behavior after purchase.
Research Restrictions
Each scientific research has its limitations. Here are
some of the limitations of this research:
- Selecting a small community (customers of dairy products of
Pegah factory in Vancouver) and consequently limited samples
that can have higher reliability with the larger results. Not
considering demographic variables in the research model such
as age, gender, and so on. Not using the above model in various

24. industries except for the food products industry. Not
considering other components of packaging such as size,
variety, and so on. Not considering factors such as complexity
of the purchase, time pressure in the research model.
Research Methods
The present research is applied in terms of purpose
type, descriptive-survey research in terms of implementation
and field data in terms of how to collect data. The statistical
populations are all the customers of the Pegah factory in
Vancouver that 384 number of people have been chosen.
N
S
N
S
N
S
N
S
N
S
10
10
100
80
280
162
800
260
2800
338
15
14
110
86
290

25. 165
850
265
3000
341
20
19
120
92
300
169
900
269
3500
246
25
24
130
97
320
175
950
274
4000
351
30
28
140
103
340
181
1000
278
4500
351
35

26. 32
150
108
360
186
1100
285
5000
357
40
36
160
113
380
181
1200
291
6000
361
45
40
180
118
400
196
1300
297
7000
364
50
44
190
123
420
201
1400

27. 302
8000
367
55
48
200
127
440
205
1500
306
9000
368
60
52
210
132
460
210
1600
310
10000
373
65
56
220
136
480
214
1700
313
15000
375
70
59
230

28. 140
500
217
1800
317
20000
377
75
63
240
144
550
225
1900
320
30000
379
80
66
250
148
600
234
2000
322
40000
380
85
70
260
152
650
242
2200
327
50000

29. 381
90
73
270
155
700
248
2400
331
75000
382
95
76
270
159
750
256
2600
335
100000
384
Society and statistical sample Statistical community
The statistical population is the total number of people
who have common traits in specific aspects related to research
points of view and are subject to the desired research results.
(Hussain, 2011). According to the definition of the statistical
population in this study, it includes all consumers of dairy
products (Pegah diary) in the city of Vancouver.
Sample size and sampling method
Since consumers of buy dairy products buy them from
supermarkets which can be small and large are unlimited
number, we were forced to use Morgan's table to determine the
sample size. This research is carried out in Vancouver, so due to
the distribution of the sample in a large geographical area, after
determining the total sample size, we selected a suitable sample
using one of the probabilistic sampling methods, namely the

30. cluster random sampling method. The reason for using the two-
stage cluster random sampling method is that we do not have a
complete list or list of all members of the community, so by
using this method, from all the supermarkets in Vancouver, we
will choose some cluster consists of 10 stores by chance, and
then we selected some accidental dairy products consumers, and
with the help of them, we can complete the questionnaire.
Morgan table(N is community size, S is sample)
Variables
Independent variable of the research is the packaging
color, and the dependent variables of the research include
behavior before purchase, behavior during purchase, and
behavior after purchase.
Data collection method
The most important methods of data collection in this research
are as follows:
Library studies
To gather some information, we study the available documents
and thus use the written data in the research to perform the
optimal research. The sources of this data are: (English and
Persian books and articles, dissertations, websites).
Field studies
In this research, a researcher-made questionnaire has been used
for field studies. There are many reasons to use a questionnaire
in research. Because, collecting information about attitudes and
opinions in large groups of people through other methods is a
problem (Raheem, 2014). In this research, to measure each
index, questions have been compiled that these questions
evaluate the research variables in the form of a Likert spectrum.
Thus, each of the research items used to measure latent
variables, based on the Likert spectrum of numbers (1),
indicates a very low option, and (5) indicates a very high flow
rate and is responsible for Each question determines the
importance of that item by selecting only one option.
The questionnaire consists of two parts:

31. A) Demographic questions: In general questions, demographic
information has been tried to be collected about the
respondents.
B) Specialized questions: To design these questions, a five-
choice Likert range has been used, which is one of the most
common measurement ranges. The options in this range from
the number (1) to very low to the number (5).
Data analysis method
In this study, descriptive statistics including frequency,
percentage, center orientation indicators such as mean, standard
deviation, variance, minimum, and maximum and descriptive
diagrams will be used to analyze the data obtained from the
samples. Inferential statistics (correlation coefficient and
Kolmogram test) will be used to analyze the data. These
analyzes were performed using SPSS18 statistical software.
Deliverable
By the end of this research, we will have a 40-page report, a
completed survey, and a presentation that explains all parts of
research and how it will be done.
Activity Schedule
This research will take 35 days to be completed according to the
following timeline:
Action
Start date
End date
Number of days
Research
April 25, 2020
April 30, 2020
5
Proposal development
May 1, 2020
May 18, 2020

32. 18
Survey
May 18, 2020
May 26, 2020
8
Data entry
May 26, 2020
May 28, 2020
2
Data analysis
May 28, 2020
May 30, 2020
2
Final paper delivery
May 30, 2020
June 5, 2020
5
Presentation
June 15, 2020
Total cost
3500 CAD
Reference
Cahyorini, A., &Rusfian, E. Z. (2012). The effect of packaging
design on impulsive buying. Bisnis&Birokrasi Journal, 18(1).
Farooq, S., Habib, S., & Aslam, S. (2015). Influence of product

33. packaging on consumer purchase intentions. International
Journal of Economics, Commerce and Management, 3(12), 538-
547.
Hussain, S., Ali, S., Ibrahim, M., Noreen, A., & Ahmad, S. F.
(2011). Impact of product packaging on consumer perception
and purchase intention. Journal of Marketing and Consumer
Research, 10, 1-10.
Kauppinen‐ Räisänen, H. (2014). Strategic use of color in brand
packaging. Packaging Technology and Science, 27(8), 663-676.
Kuvykaite, R., Dovaliene, A., &Navickiene, L. (2009). Impact
of package elements on consumer's purchase decisions.
Economics and management, (14), 441-447.
Labrecque, L. I., & Milne, G. R. (2012). Exciting red and
competent blue: the importance of color in marketing. Journal
of the Academy of Marketing Science, 40(5), 711-727.
Raheem, A. R., Vishnu, P., & Ahmed, A. M. (2014). Impact of
product packaging on consumer’s buying behavior. European
journal of scientific research, 122(2), 125-134.
Schoormans, J. P., & Robben, H. S. (1997). The effect of the
new package design on product attention, categorization, and
evaluation. Journal of economic psychology, 18(2-3), 271-287.
Shah, S., Ahmed, A., & Ahmad, N. (2013). Role of packaging in
consumer buying behavior. International Review of Basic and
Applied Sciences, 1(2), 35-41.
Silayoi, P., &Speece, M. (2004). Packaging and purchase
decisions: An exploratory study on the impact of involvement
level and time pressure. British food journal, 106(8), 607-628.
Silayoi, P., &Speece, M. (2007). The importance of packaging
attributes a conjoint analysis approach. European journal of
marketing.
Taghavi, M. S., &Seyedsalehi, A. (2015). The effect of
packaging and brand on children’s and parents’ purchasing
decisions and the moderating role of pester power. British Food
Journal.
Underwood, R. L., Klein, N. M., & Burke, R. R. (2001).
Packaging communication: attentional effects of product

34. imagery. Journal of product & brand management.
Zekiri, J., &Hasani, V. V. (2015). The role and impact of the
packaging effect on consumer buying behavior. Eco forum
Journal, 4.
Appendix
Questionnaire
Dear respondent
Hello,
Respectfully, this questionnaire is designed to conduct an
academic study entitled "Investigating the Relationship between
Food Packaging Color on Consumer Behavior." Since the
achievement of correct and scientific results depends on your
valuable comments, so please provide accurate answers to the
questions raised, help the researcher in collecting the required
information. It should be noted that this questionnaire is
anonymous and its information is used only for this research
and is considered completely confidential. Thank you in
advance for your sincere cooperation in completing this
questionnaire.
Regards,
Mona Yazdandoust
Respondent profile

35. 1- Gender: ----------------
2- Education: high school diploma post-diploma
bachelor's degree master’s degree
doctorate
4- Age: -------------------- (Please write)
1. To what extent does the packaging color of food products
evoke the appropriateness of the price of the product?
Too little
Little
Medium
Much
Too much
2. To what extent does the packaging color of food products
evoke the quality of the products?
3. To what extent does the color of the packaging of food
products evoke the quality of the food?

36. 4. To what extent does the color of the packaging of food
products evoke the health of food?
5. How much do you know about the variety of colors for
packing a food product in the pre-purchase stage?
6. What is your rating of product quality due to the variety of
colors for packaging a food product in the pre-purchase stage?
7. What is the amount of information you collect about product
features with different packaging colors?
8. What is the amount of positive statements heard from food
products with various colors for food packaging?

37. 9. To what extent does the color of food packaging add to the
attractiveness of the product during the purchase decision
stage?
10. How effective is the color of the packaging of food products
on the compatibility of the product with your desires during the
purchase?
11. To what extent does the color of the packaging of food
products affect the fulfillment of your expectations of the
product during the purchase?
12. To what extent does the color of the packaging of food
products affect your persuasion to buy the product during the
purchase?
13. To what extent does the color of food packaging increase
the attractiveness of the product in the post-purchase stage?

38. 14. To what extent does the color of the packaging of food
products affect the compatibility of the product with your
desires after purchase?
15. To what extent does the color of the packaging of food
products affect the fulfillment of your expectations of the
product in the post-purchase stage?
16. To what extent does the color of the packaging of food
products affect your persuasion to repurchase the product after
purchase?

39. RESEARCH PROPOSAL: EXPLORING THE CANADIAN
MARKET FOR
2
Research Proposal:
The Role of Branding on Customers' Satisfaction in the Digital
Market: A Case Study on Two Sport Brands in Vancouver
The business world has changed dramatically due to digital
marketing technology. Digital marketing is a marketing strategy

40. in which marketers sell their products online via Internet and
customers can buy their needs without going to a real market
place by gadgets and in this way they have more alternatives for
a product and they can compare products, their prices and
quality before any purchasing (Yuvaraj & Indumathi, 2018). It
means that by taking advantage of digital technology, business
owners are trying to make better decisions in terms of product
development, profitability, brand management, sales and
customer relations, and to encourage customers to buy their
products by creating attractive ads. For example, in Vancouver,
the most markets such as Lululemon and Public Myth use digital
marketing technology to raise customers' awareness about a
brand, product inventory, prices, and promotions on current or
new products and to encourage people to buy products online.
The importance of digital marketing is that marketers
using this technology can easily introduce their products to
their customers to attract them and make more sales and profit.
In fact, digital marketing helps marketers to access to the target
audience with a cost-effective method (Borić et al., 2016).
But the most challenging issue for marketers who are using
digital marketing technology is how to create a brand and
attract their customers. It means that one of the problems of the
digital age can be attributed to e-branding which is a valuable
tool for marketing activities if marketers can create a positive
relationship between the brand and their customers. Digital
branding or re-branding refers to how a brand is designed and is
built online through websites, apps, social media, and other
digital tools (Fegade, 2013).
In other words, digital branding is a combination of digital
marketing and e-branding to extend a brand online. Booth &
Matic (2011) state that access to these online tools will help
shape online brands and attract customers and their loyalty.
Many of customers prefer to buy their needs in-store because
they do not know some companies and brand and they cannot
trust their quality, for this reason, a brand must try to create a
remarkable relationship with customers to gain their attention

41. over its competitors (Borić et al., 2016). As cited in Alasgarli
(2019), the brand guarantees the identity of a company.
According to Strong and Bolat (2016), branding based on the
right frameworks leads to the attraction of loyal customers and
makes an identity for a company's product. Holbrook (2014) in
his researches shows that branding has a vital impact on
building a strong relationship between brand and customers and
finally leads to an increase in the financial profitability of a
company.
Two popular sports brands in Vancouver are Lululemon
and Public Myth that communicate with their customers via
some internet tools like websites, social media, google
advertisements to introduce their brand to new customers,
convey their message to them and inform fans from their new
products. This research concentrates on the investigation of the
relationship between digital marketing and two brands of
Lululemon and Public Myth, or the role of digital branding in
introducing these brands, and how these brands in the
digital market can influence customers to purchase
advertisement products. It also compares these two brands based
on their strategy in the digital market. So, in this research, the
case study is Lululemon and Public Myth in Vancouver, and
the research methodology will be quantitative.
The Research Questions are:
1. What are the effective strategies in building brand awareness
in digital marketing?
2. To what extent a brand influence customer buying decisions
from a digital market?
3. To what extent a brand guarantees the success of companies
trying to use digital marketing technology?
The Research Objectives are:
1. To determine the level of customers' satisfaction in fulfilling
their needs from Lululemon and Public Myth brands through
digital marketing technology.
2. To find out how the brand satisfaction with Lululemon and
Public Myth affects on customers behavior and loyalty.

42. 3. To evaluate the impact of digital marketing and e-commerce
on consumers’ perceptions of Lululemon and Public Myth
brands in Vancouver.
4. To compare the digital branding strategies of Lululemon and
Public Myth in increasing their market share.
Literature Review Granata & Scozzese (2019) by analyzing
some academic literature, discuss how the internet tools can
help marketers to improve their marketing and what they should
do to build a cohesive relationship with their customers.
According to Granata & Scozzese (2019), digital marketing, e-
brand, or marketing by building a design, name, or logo can
help marketers to create a sustainable relationship with their
customers. The results of their researches demonstrate that the
existence of a strong relationship between customers and a
business creates a trust between customers and brand of the
business, and finally lead to customer loyalty. Moreover, it is
recommended the cooperation of businesses with customers in a
technological setting is necessary, and informing customers
from a brand in websites can help to companies to ensure their
brand equity (Granata & Scozzese, 2019). Other research of
Granata & Scozzese (2019) evaluates the role of social media in
relation to brand value and examine that how brand loyalty
leads to brand trust. The purpose of this research is to measure
how social media marketing leads to the development of the
brand value. This research did on 250 students through an
online questionnaire to measure their perception of the luxury
brands before and after visiting a Facebook page of a luxury
brand. The result of this survey through search engine
marketing analysis reveals that vising a Facebook page of a
luxury brand has a positive effect on the level of customers'
satisfaction. In general, the results of this research show the
importance of creating a social network to meet the needs of
consumers. Alasgarly (2019) investigates the FMCG
consumers, in terms of their income level and age in
Azerbaijan, to in this way, examine brand identity and its
impact on customer behavior. The level of customer satisfaction

43. with the brand and consumer loyalty are other factors that are
measured in this research. The quantitative research method
uses in this research for gathering and analyzing data.
According to Alasgarly (2019), there is a positive relationship
between brand trust and customer satisfaction with the FMCG
brand. Tanha (2018) studies how businesses with brand story
can communicate with customers through social media. His
survey is qualitative and define some terms of related to
marketing, also represents an 8-step social media marketing
strategy that helps businesses to build a brand for connecting
with enthusiasts. According to Tanha (2018), raising brand
awareness, increasing the loyalty of customers, enhancing the
quality of sale are some reasons for utilizing social media by
marketers.
Yuvaraj and Indumathi (2018) state that digital marketing
is a good platform for manufacturers to introduce their brand
names to customers. According to Yuvaraj and Indumathi
(2018), a precious asset for a business is the brand image.
Customers prefer to buy brands that they know and trust, and
today, with the advancement of technology, connecting with
customers through digital marketi ng plays an important role in
gaining customer trust by informing customers about the values
that a product will have (Yuvaraj and Indumathi,
2018).Khandelwal et al. (2018) in their research examine the
importance of digital marketing strategy deployed by companies
through websites to obtain new customers, assess the effective
factors in the consumers' buying behavior, and analyze
consumer satisfaction. Their samples are people who living in
Delhi NCR. They use structured questionnaires to gather their
needed information. The questionnaires are composed of three
parts of the respondents' demographic, the effective factors in
making a reliable website, and the evaluation of the level of
consumer satisfaction by scoring in selecting a specific website
for online shopping. Their findings demonstrate that digital
marketing has a high major impact on customers, and it is an
efficient marketing tool that would be useful for companies.

44. According to Khandelwal et al. (2018), the marketing strategy
needs some constructive changes in the design section to gain
more consumer satisfaction. These redesigns are related to
spacing, setting the option for choosing a language, displaying
the logo, establishing a space for informing consumers about
offers, and discount on special occasions and events. In
addition, considering a part for studying feedback for each
product, setting 24*7 times service for live chat, and setting
accurate and reliable on a website about each product would be
useful. They measure the level of customer satisfaction in terms
of brand awareness, benefits of a product, and their suggestions.
The study of Fakhimi et al. (2018) about the role of digital
marketing and branding in the healthcare industry, demonstrates
that advertising in social media, websites and other digital
environments can help the healthcare companies to build their
identities, introduce themselves through their brand and
services to patients, in addition, informing patients about the
quality of their services, encourage them to get their needed
services from these companies. Nizar & Janathan (2018)
examine the impact of social media on consumers' purchase
decisions about a well-known brand in Sri Lanka that is called
Dialog Axiata who is a company of telecommunications service
and the largest mobile network operator in this country. The
objective of this research is to define the terms of marketing
social media and the behavior of consumers in their purchase
patterns. The research method is survey method through the
distribution questionnaires of research forms in google and
interviews to gather primary data. The result of researches
demonstrates the quality of products and benefits that
consumers receive from products are valuable for consumers
and these are reasons for consumers' loyalty. So, findings
recommend to the manager of Dialog Axiata to produce cost-
effective products based on consumers' needs to consumers can
afford to buy them. Also, determine an appropriate pricing
strategy based on its competitors to attract more consumers
Nizar & Janathan, 2018).Strong and Bolat (2016) conclude that

45. through information and communication technologies such as
digital technology, speed, and efficiency in the process of
purchasing goods in a business to business or business to
customer processes have increased and have led to an increase
in customers' satisfaction. They also believe that a combination
of practical and emotional factors is important to B2B
customers in contrast with the opinion of researchers who
believe that there is no place for feeling like trust in B2B. The
results of their research show that the success of the Panasonic
brand refers to its reputation, quality, and personal relationships
between staff and B2B customers. Borić et al. (2016) stress
that one of the advantages of digital marketing via social
networks is their low cost. A company can through social
networks raise the sale of its product and brand awareness,
enhance customer loyalty, and launch new products to market.
They believe that the results of the use of digital marketing
technology can be easily and in a short time measurable and can
have a significant impact on creativity because when the
marketer realizes that the method used has not had a positive
effect on customer acquisition, he can benefit from creativity
instills another way immediately. Many brand creators and
marketers try to have a greater impact on the customer's mind
by customizing a brand through creating an emotional value in
the product (Borić et al., 2016). Dunuwille & Pathmini
(2016) use exploratory and deductive research to examine the
impact of brand image on customer satisfaction in the mobile
market in the Kennedy region of Sri Lanka. The results of their
studies show that brand image is directly related to customer
satisfaction. They also state that the most important element of
brand image is brand awareness and loyalty. Brand loyalty can
gain market share, attracts new customers, supports market
extension, reduces marketing costs, and increases the
competition with competitors. Their research results show that
managers should have more focus on making decisions over
brand loyalty to help the company to market more products.
Dunuwille and Pathmini (2016) recommend that advertisements

46. in the field of mobile phones will be very effective in obtaining
customers' satisfaction.Yasmin et al. (2015) at first, in their
study, compare traditional and digital marketing and then
examine the importance of digital marketing in relation to
product sales. Their findings show that digital marketing not
only has no boundaries for customers on access to information
and products, but also it has a positive effect on sales of
manufacturers, and all companies can use digital tools such as
smartphones, tablets, laptops, and social media to promote and
sell their products. They believe that a company will be
successful in digital marketing if it prioritizes the customers'
needs. They also suggest that companies should use specific
social media strategies to increase the effectiveness of digital
marketing.Fegade (2013) investigates the role of online social
media in enhancing brand awareness. His research objectives
are whether social media networks (SMC) increase the
awareness of consumers of the brands and how consumers
communicate with brands. His findings show the positive
relationship between the usage of social media and the increase
of consumers' awareness of the brand in comparison with
traditional ways of communication with consumers. The
increase of loyalty of consumers to a brand, being cost-
effective, sharing opinions are some of the advantages of using
SMC that he concludes in his research. Fegade (2013) cites that
the research engine optimization is a good tool for building an
online brand. In addition, the results illustrate that brand name
causes consumers to purchase needed products with more
reliability, and less thinking and a strong brand name lead to
consumer's loyalty.Kiran (2011) conducted a study on the effect
of digital marketing on customer buying behaviors in UAE and
used qualitative methodology in this study. He argues that
cosmetics brands like Lancôme and Dior strongly seek digital
marketing technologies. According to Kiran (2011), digital
marketing channels play an important role in brand success, the
attraction of customers and competition with competitors.
Muller et al. (2008) believe that due to its interactive

47. nature, the Internet has created a new opportunity for marketers
to create a brand identity for their brand that can convey
concepts related to their product to the customer so that they
can gain customer loyalty. They explain that quality and design
of websites are one of the effective ways for making brand in
the digital world which influences on customer' satisfaction and
loyalty and leads to a great brand image or the current
conception of the customer from a brand to persuade customers'
intentions to return to the websites for purchasing. The results
of the studies of Muller et al. (2008) show that visitors'
satisfaction with a website will have a positive effect on their
loyal behavior and interest in revisiting them and even
recommending the website to others. According to Argyriou
et al. (2005), changing in markets and the emergence of new
competitors, companies need more to create a brand and create
value for their brand to attract more customers through
value transfer. The results of their studies illustrate the value of
a brand or the value of brand understanding reflects the strength
of a brand's longevity in the customer's mind and reflects the
intangible dimension of a business's performance. In addition,
branding creates a connection between customer satisfaction
and quality with the amount of sales, profits, and return on
investment. They conclude that an important feature of a brand
equity is that it needs time to manage, while maintaining brand
sustainability and maintaining justice resources, and making the
right decisions about the brand.
Theoretical Framework
As cited in Strong and Bolat (2016) digital technologies is
considered as a tool for promoting a brand and the w ay for
interacting with customers. Digital technologies, due to their
high speed and efficiency, lead to the improvement of
companies' business performance and also play an effective role
in branding.
Mirabi et al. (2015, as cited in Areeba et al., 2017), the
quality of products, brands, and advertisements play a key role
in consumer’s purchase attitudes and the level of their

48. satisfaction, especially in the digital market. In addition, to
make changes to branding, the electronic revolution has
revolutionized the marketing of relationships and focused on
intangible and measurable assets such as the brand. In fact,
branding is a symbol of a relationship with customers that have
affected by online advertising channels and has the business
world changed in terms of the relationship and the financial
transaction system between the customer relationship and the
marketers (Argyriou et al., 2005).
Digital environments provide opportunities for marketers
to easily use the digital tools for their marketing purposes, as
well as create the conditions for marketers to easily find,
collect, and process the information they need (Järvinen et al.,
2012).
Research Design
The Method
The research method for this study is a qualitative or non-
numeric analysis that focuses on understanding concepts that
people give to social actions. This method will be used for
gaining a specific type of data.
The Instrument
This research will be based on an exploratory study to achieve
insights into the problem. The exploratory research method is
used when the theory is related to research or goals after data
collection (Saunders, M., Lewis, P., & Thornhill, A., 2012).In
this study, the intended research strategy based on our research
design that is the qualitative research will be the case study and
an ethnographic interview. The purpose of the research is to
observe and interview with a women who are customers of two
brands of Lululemon and Public Myth in order to gain a depth
understanding of what is the perception of people about a brand,
how they behave and communicate with a brand. This way will
be helpful for a researcher to obtain some point of view into the
ways through which the use of the digital marketing strategy
can influence customers' perceptions of Public Myth and
Lululemon. In this way, we will have the primary data from

49. interviews with customers of these two brands in-store, and the
secondary data can get from other sources like managers of
these companies, online sources, and so on.
Some of the common questions will ask on the interview are:
1. How do you get to know these brands?
2. How do you prefer to buy these brands?
3. What does the brand name have in mind?
4. Does social media play a role in your choice to buy their new
products?
5. Which one fulfills your needs?
Sampling Method
The sample size in this study includes women of different ages
who buy the sportswear they need from brands specific to
women, such as Public Myth and Lululemon products in
Vancouver. The sample size will include 6 participants for
every brand in each method. It means that an interview with 6
customers of Lululemon and observing the behaviors of 6 of
them. Also, an interview with 6 customers of Public Myth and
observing 6 behaviors of them.
The Benefit of the Research Branding is the science of brand
management based on some elements such as value, culture, and
name to build an identity for a company to generate a positive
impact on consumers' behaviors and purchasing power
(Kapferer, 2012 as cited in Strong and Bolat, 2016). The
advantage of this research is that marketers understand the
importance of branding and how digital marketing can help
them to introduce their brand to customers and how to convey
the message of their brand to influence customers for buying.
Digital marketing can be a good platform for informing
customers of the brand, products, services, price, identifying
competitors and attracting customers.
Ethical Issues or Bias
The important factor in research is related to the ethical
issues. In fact, the respect for participates, the concern about
their welfare, and considering justice are three principal factors
in every research (Creswell & Creswell, 2018). Also, having an

50. informed consent of participants, whether in interviews or
questioners, is necessary. Our research should not have any
threat and harm for participants and do confidentiality. Some of
the practical difficulties that may I have in this project will be
gathering relevant and accurate answers from interviews and
getting information from the digital marketing managers of
these companies because of confidential issues.
Scope and Limitations
The limits of this research are mainly the following:
1. This process is time-consuming because the interviewer must
convince audiences to participate in the interview and it is the
challenging part of research. In addition, sometimes the
researcher gains a lot of information that is not related and
useful and will be a time-wasting task for the interviewer.
2. Some customers are from other nationalities, they may not be
fluent enough in English and may not give the right answers.
3. Observing and paying attention to customers behavior to
analyze their behavior, may violate the law of respect for
privacy and create problems.
Deliverables
At the end of this research, our deliverable will be an
interview with 5 questions from women of different ages. So,
by the end of the research, we will have 24 recorded data that
should be analyzed.
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effect on consumer behavior in FMCG sector Ughur. A project
presented in partial fulfillment of the requirements for a degree
of B.Sc. in Marketing. Retrieved from
http://unec.edu.az/Areeba, T., Mudassir, H., & Talha, H. The
impact of social network marketing on consumer purchase
intention in Pakistan: Consumer engagement as a mediator.
Asian Journal of Business and Accounting 10(1).
Argyriou, E., Kitchen, Ph., & Melewar, T. (2005) The
relationship between corporate websites and brand equity A
conceptual framework and research agenda. International

51. Journal of Market Research, 48 (5). Baxter, P., and Jack, S.
(2008). Qualitative case study methodology: Study design and
implementation for novice researchers. The Qualitative Report,
13(4), 544-559.Borić, S., Stanisavljev, S., Kavalić, M.,
Vlahović, M., & Tobolka, E. (2016). Analyisis of digital
marketing and branding for the purpose of understanding the
consumers in digital age. International Conference on Applied
Internet and Information Technologies.
DOI:10.20544/AIIT2016.45Booth, N & Matic, J. (2011).
Mapping and leveraging influencers in social media to shape
corporate brand perceptions. Corporate Communications: An
International Journal,16(3), 184-191.Creswell, J. W., &
Creswell, J. D. (2018). Qualitative, quantitative, and mixed
methods approach. SAGE Publications, Inc.
Dunuwille, V. M., & Pathmini, M. G. S. (2016). Brand
image and customer satisfaction in mobile phone market: study
based on customers in Kandy. Journal of Business
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Askari, Z.(2018). The effect of marketing strategy on purchase
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marketing, branding and advertising in healthcare. Marketing
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(2277 –6885).Granata, G. & Scozzese, G. (2019). The actions of
e-branding and content marketing to improve consumer
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Scozzese, G. (2019). Social media marketing as a tool to
manage luxury brands. International Journal of Academic
Research in Accounting, Finance and Management Sciences, 9
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Jayawardhena, C. (2012). Digital and social media marketing
usage in b2b industrial section. The Marketing Management
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branding impact of brand websites: do newsletters and consumer
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Janathanan, Ch. (2018). Impact of digital marketing on
consumer purchase behavior: A case study on Dialog Axiata
with specific reference to social media marketing. APIIT
Business, Law & Technology Conference, Colombo, Sri Lanka.
Strong, J & Bolat, E. (2016). A qualitative inquiry into
customers’ perspectives on branding and the role of digital
technologies in B2B: A case study of Panasonic. Journal of
Customer Behaviour, 15 (1), 97-116.
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methods for business students. England: Pearson Education
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53. 1
RSCH 600 Research Proposal writing
RESEARCH PROPOSAL - PART 1: INTRODUCTION,
REVIEW OF LITERATURE, PROBLEM STATEMENT,
RESEARCH QUESTIONS
Due at the end of week 6 (Sunday May 23, 2021 at midnight)
You need to conduct some research related to your own interests
or to serve the interests of some organization
(employer/client/sponsor). Before you start writing a formal
proposal, you (or your employer/client/sponsor) would like to
gather some information about the problem as well as
understand its importance.
Choose your research topic thoughtfully and submit the topic of
your research proposal for approval the latest by the end of
Week 2 (Sunday April 25, 2021 at midnight). You can find the
submission box in Week 2.
This part of your research proposal should be roughly 7-9 pages
(excluding cover page, references and annex) and written
in paragraphs, report format. All citations and references for
this course are to be done in the APA style.
HERE ARE THE KEY PARTS OF THIS PART OF THE
PROPOSAL (PART 1):

54. Title of your research
Make it intriguing – (BUT LESS THAN 120 CHARACTERS)
Introduction/Background
Provide a brief description of what the proposed research topic
is about, why is it important and how you came to be
interested in it.
Literature Review
The purpose of this assignment is to develop skills in finding
and analyzing valid literary resources for your research.
The review should be written in an integral / synthetic style,
and NOT as an annotated bibliography.
Please note: Use in-text citations to reference all ideas,
concepts, text, and data that are not your own. If you make a
statement, back it up with a reference!
• Research a minimum of 15 relevant business-related literature
sources (focus on material available in digital
format only for this course). Carefully choose your 15 "keepers"
that are clearly related to your study. (Note: you
might need to find 30 to “keep” only 15).
• Identify major common themes encountered in the selected
literature sources. For each theme, create its own
subsection within the literature review.
• For each theme / subsection of the literature review, explain
the opinions of the authors and show their
similarities, differences, methods of acquisition of data,
methods of data analysis and other pertinent information.
State how the reviewed research results relate to your proposed
study.

55. • Identify the gaps in the literature and explain what needs to be
done to move forward in your research.
Statement of the Problem
Detail the problem that you are considering. Explain:
• How are you defining and delimiting the specific area of the
research?
• What is the gap that will be addressed by this research?
• What it is that you hope to learn by conducting this research?
• Discuss the anticipated outcomes and benefits to the
researcher, the organization, or society.
Research Questions
Provide focused research questions for your planned research.
Also provide a back-up question in case the first one does
not pan out. Make sure you address the following questions:
• What is the scope of your research?
• Is the scope of your research question reasonable?
2
RESEARCH PROPOSAL - PART 2: Research Methods
Due in week 10 (Wednesday, June 16, 2021 midnight)
The purpose of the assignment is to develop skills associated
with selecting and applying methods for data collection,

56. qualitative data analysis, stationary and time series data
analysis and hypothesis testing.
Note: Part A and E are common to all Research Approaches.
Use only the relevant parts to your research method from Part
B to Part D.
A. Data collection
Identify the sources that will offer the information that you
need to answer the research question (journals, books,
internet resources, government documents, people, etc).
1. What data do you plan to acquire to answer your research
question? Why? What kinds of instruments,
variables, materials, or sources will you use (i.e. will you use
observations, surveys, interviews, case studies,
focus groups, experiments, documents, media, data base
searches, etc.)? If you plan to use mixed methods,
will they be sequential, concurrent or transformative? Why?
2. List the kinds of data/information that you plan to collect
(e.g. testimonials, statistics, business/government
reports, other research data, audio/video recordings, etc.). Also,
consider two or three alternative ways you
could gather data/information for this research.
3. If you plan to use research participants, where will they come
from? How will they be sampled? How many
participants will you require? If you are not using research
participants, who will you use as the target audience
of your data? Who would most benefit from your research, and
why?
4. Business research topics relate to events that develop in time.

57. • Explain how would you acquire a snapshot of data relevant to
your research question. Within the
snapshot, the data become effectively stationary.
• Consider the evolution of data with time. How would you
acquire the time series data relevant to
your research question?
5. What ethical issues will your research project present? What
biases might you bring to the research and how
will you address that bias?
B. Analysis of stationary data
1. What method will you choose to analyze the stationary data
that you plan to collect?
2. Has this method of data analysis been applied in similar
situations by other authors? Include references and
illustrations from the literature to show the advantages and
disadvantages of the method.
3. Annex a worked out example of application of the method
using simulated or previously published data.
4. How will you validate your findings/conclusions?
C. Testing hypotheses
1. State you hypotheses.
2. Explain whether your hypotheses will be tested using
frequentist or Bayesian approach, and justify the choice.
3. Have similar hypotheses been tested by other authors?
Include references and illustrations from the literature.
4. Annex a worked out example of hypothesis testing using
simulated or previously published data.

58. D. Analysis and forecasting of time series
1. What method will you choose to analyze and forecast the
time series data that you plan to collect?
2. Have these methods of data analysis and forecasting been
applied in similar situations by other authors?
Include references and illustrations from the literature to show
their advantages and disadvantages.
3. Annex a worked out examples of analysis and forecasting
using simulated or previously published data.
4. How will you validate your findings/conclusions?
E. Timetable and Budget
1. Provide a plan (timetable) of the major research activities (on
weekly or monthly basis)
2. Provide a budget estimate for all eligible expenses of the
proposed research
3
Grading Rubric for Papers

59. The followings are 3 criteria that are used in marking your
written papers:
❖ Content/Development that includes:
Subject Matter --
• Key elements of assignments covered
• Content is comprehensive/accurate/persuasive
• Displays an understanding of the relevant theory
• Major points supported by specific details/samples
Higher-Order Thinking --
• Writer compares/contrasts/i ntegrates theory/subject matter
with work environment/experience
• At an appropriate level, the writer analyzes and synthesizes
theory/practice to develop new ideas and
ways of conceptualizing and performing
❖ Organizing includes:
• Central theme/purpose is immediately clear
• The structure is clear, logical and easy to follow

60. ❖ Style/Mechanics that includes:
Format
• Properly cites ideas/info from other sources
• Paper is neat/shows attention to detail
Grammar/Punctuation/Spelling
• Rules of grammar, usage, punctuation are followed
• Spelling is correct
Readability/Style
• Sentences are complete, clear, and concise
• Sentences are well-constructed with consistently strong,
varied structure
• Transitions between sentences/paragraphs/sections help
maintain the flow of thought
• Words used are precise and unambiguous
• The tone is appropriate to the audience, content, and
assignment
4

61. Checklist for Term paper 1
Note that this checklist is not to replace the Assignment
Guideline mentioned in page 1. This
checklist is designed to elaborate on the key points of the term
paper.
Please make sure that you addressed the following questions
before submitting your term paper:
• General:
☐Did I strictly follow the APA style (font size, spacing,
citation, paragraph structures, list of
references, etc.)?
☐ Did I meet the minimum page requirement (7—9 pages,
excluding title page, table of contents,
references, and annexes)?
• Topic:
☐ Is the topic less than 120 characters but not too short?
☐ Is the topic clear enough to explain the proposed study?
• Introduction:
☐ Does the introduction part address the five components of the

62. introduction of a proposal (one
paragraph for each)?
• Literature review:
☐ Did I write 5 - 7 pages?
☐ Did I use only peer-reviewed journal articles and books as the
main source of information?
☐ Did I review and summarized at least 15 relevant article
journals/books related to the study
topic?
☐ Is there a logical flow of ideas/concepts in the literature
review?
☐ Did I write a clear literature gap/s or literature deficiency?
• Statement of the problem
☐ Does the statement justify the problem properly?
• Research question
☐ Are the research questions (in qualitative or quantitative
methods) and research questions or
hypotheses (in quantitative and mixed methods) clear enough to
be answered at the later stage

63. of the research?
5
Checklist for Term paper 2
This checklist is designed to elaborate on the key points of the
term paper mentioned in page 2.
• General:
o You research method should be either quantitative or mixed
method.
o No page limit but strictly follow the APA style
o Submit Term Paper 2 in Turnitin. No need to include your
Part one here.
o On the same day, submit the upgrade version of Term Paper 1
through Dropbox (email).
• Data Collection:
o What type of data and Why you choose that type of data?
▪ What kinds of instruments
▪ Identify the sources information
▪ If you plan to use mixed methods, which type and Why?
o List the kinds of data. Consider 2 or 3 alternative ways you

64. could gather data
o If you plan to use research participants, where will they come
from? Sampling Techniques?
How many participants?
o If no research participants, who will be the target audience?
Who would most benefit from
your research, and why?
o If your research topic is related to events that develop in time
(time-series data only).
• Explain how you would acquire a snapshot of data
• How would you acquire the time series data relevant to your
research question?
o What are ethical issues and biases will your research project
present? (You don’t need to
explain how will you address it)
• Analysis of (stationary) data:
o What method will you choose to analyze ?
o If the method of data analysis you choose been applied in
similar situations by other authors include
references and illustrations
o Annex a worked-out example of the application of the method
using published data (Optional).
o How will you validate your findings/conclusions?

65. • Testing Hypothesis
o State your null hypothesis ONLY.
o What is your approach (frequentist or Bayesian)? and justify
the choice.
o Have similar hypotheses been tested by other authors? If yes,
include references.
o Annex a worked-out example of hypothesis testing using
previously published data (Optional).
• Analysis and forecasting of time series
o What method will you choose to analyze?
o If these methods of data analysis and forecasting been applied
in similar situations by other
authors include references
o Annex worked-out examples of analysis & forecasting using
previously published data (Optional).
o How will you validate your findings/conclusions?
• Timetable and Budget Plan
o Show the timetable for major activities on weekly or monthly
basis.
o Show your budget plan for research related expenses.