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The document discusses consumer behavior towards the snack brand Lay's. It presents the tri-component attitude model, which includes the cognitive, affective, and conative components of consumer attitudes. The cognitive component refers to a consumer's knowledge and perceptions about a brand from direct and indirect experiences. The affective component involves emotions and feelings towards a brand. The conative component is the likelihood that a consumer will purchase or use a brand. The document then describes the methodology, data analysis, and findings of research conducted on consumer attitudes towards Lay's, which analyzed satisfaction levels across various aspects of the brand using a questionnaire and statistical testing.
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The set of values collected for the variable of each of the elements belonging to the sample
Data sources include (Quantitative)
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“The process of gathering and measuring information on variables of interest, in an established systematic fashion that enables one to answer queries, stated research questions, test hypotheses, and evaluate outcomes.”
Data Collection Methods:
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FOCUSING YOUR RESEARCH EFFORTS Planning Your Research
FOCUSING YOUR RESEARCH
EFFORTS
Planning Your Research Project Chapter Four
What is the Research Design?
The research design is the general strategy that
provides the overall structures for the procedures
used in the research project. It is the planning
guide.
The Basic Format of the Research
Design
The question
The question converted to a research problem
A temporary hypothesis
Literature search
Data collection
Organization of the data
Analysis of the data
Interpretation of the data
The data either support or do not support the
hypothesis
Planning vs. Methodology
The general approach
to planning research is
similar across all
disciplines
The strategies used to
collect and analyze
data may be specific
to a particular
academic discipline
Research Planning Research Methodology
General Criteria for a Research Project
Universality (can be carried out by any competent
researcher)
Replication
Control (important for replication)
Measurement
The Nature and Role of Data
Data (plural) ‘data are’
Data ARE NOT absolute reality
Data are transient and ever changing
Primary Data are closest to truth
No researcher can glimpse ABSOLUTE TRUTH
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admissibility of data
Standardize the data
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What data are needed?
Where is the data located?
How will data be obtained?
How will data be interpreted?
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phenomenon – substantial or insubstantial – so that
those data may be interpreted and ultimately
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Measurement is ultimately a comparison: a think or
concept measured against a point of limitation
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Nominal Scales
Ordinal Scales
Interval Scales
Ratio Scales
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Presentation1
- 4. ATTITUDE The attitude “object” Attitudes are a learned predisposition either through direct experience or from others Attitudes may not be consistent over time
- 6. COGNITIVE COMPONENTThe knowledge & perception that are acquired by a combination of direct experience with the attitude object and related information from various sources
- 7. AFFECTIVE COMPONENTA consumer’s emotions or feelings about a particular product or brand
- 8. CONATIVE COMPONENTThe likelihood & tendency that an individual will undertake specific action or behave in a particular way with regard to the attitude object
- 9. CONSUMER BEHAVIOR TOWARDS LAYS Methodology of Research Data Analysis Findings Conclusion & Recommendations
- 11. Use SPSS(software) Apply one-sample T- test on scale items
- 12. FINDINGS Items Mean Significance value Satisfaction level with quality of Lays 3.5333 .002 Satisfaction level with flavors of Lays 3.7333 .000 Satisfaction level with price of Lays 2.5667 .062 Satisfaction level with ingredients of Lays 3.0000 1.000 Satisfaction level with advertisement of Lays 4.2667 .000 Satisfaction level with marketing strategies of Lays 3.1667 .096 Satisfaction level with taste of Lays 4.2333 .000 Satisfaction level with brand name of Lays 3.7667 .000 I suggest other to purchase Lays 3.0000 1.000 Lays providing health and hygiene food 3.5000 .002 Satisfaction level with conspiracy against Lays 3.9667 .000 Satisfaction level with ads of Junaid jamshed 4.1667 .000 Satisfaction level with celebrity indorsement 3.9333 .000