Factors Effecting the Brand on CPD-(Final Project)

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Factors effecting the Brand on consumer purchase decision an empirical study in context of Electric Industry sector of Pakistan

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Factors Effecting the Brand on CPD-(Final Project)

  1. 1. Quantitative Techniques in Business QUANTITATIVE TECHNIQUES IN BUSINESS FINAL TERM PROJECT A SURVEY REPORT ON Factors effecting the Brand on Consumer Purchase DecisionAn empirical study in context of Electric Industry sector of Pakistan Submitted by The Rose M.com 1(A) Submitted to Prof. Nadeem Iqbal Submitted Date 08/02/2012 1
  2. 2. Quantitative Techniques in Business “Dedication” “We dedicate all our efforts to the Holy Prophet (PBUH); who showed us honest ways of business, social justice and dignity of work through His deeds.”2
  3. 3. Quantitative Techniques in Business “Acknowledgment”All the praises are for Allah who is the master of judgment day and who is Merciful, Beneficentto His creation. We have the pears of my eyes to admire blessing of the compassionate andomnipotent because of the words are bound, knowledge is limited and time is short to expressHis dignity. We offer our humblest thanks from the deepest core of our heart to the Holy ProphetHazrat Muhammad (PBUH) who is forever a model of guidance and knowledge of humanity.We wish to express our deep sense of gratitude to our worthy Sir. Nadeed Iqbal for his co-operation, valuable guidance and supervision under which this project has been completed.We are also thankful to our deer class fellows for their help, association, good wishes andencouragement, which enable us to complete this project.We specially acknowledge all the persons who helped and support us in regard to provideinformation for completing this report.3
  4. 4. Quantitative Techniques in Business Table of ContentsTable of ContentsIntroduction…………………………………………………………………………………………………………………………………….6Hypothesis………………………………………………………………………………………………………………………………………7Variables…………………………………………………………………………………………………………………………………………7Methodology………………………………………………………………………………………………………………………………….8Data preparation……………………………………………………………………………………………………………………………..8Data analysis…………………………………………………………………………………………………………………………………..8Descriptive………………………………………………………………………………………………………………………………………8Production of relationship between variables………………………………………………………………………………..15Correlation…………………………………………………………………………………………………………………………………….18Regression…………………………………………………………………………………………………………………………………….19Conclusion…………………………………………………………………………………………………………………………………….20References…………………………………………………………………………………………………………………………………...204
  5. 5. Quantitative Techniques in Business Factors effecting the Brand on consumer purchase decision an empirical study in context of Electric Industry sector of Pakistan5
  6. 6. Quantitative Techniques in Business Factors effecting the brand on consumer purchase decisionIntroductionThe basic aim of this survey is to determine the impact of Brand on Consumer purchase decision anempirical in context of electric industry sector of Pakistan. Some of the brand has a good impact oncustomer to purchase a product. The brand has very significance in market. The customer purchase thebrand on the base of its quality and price. If the price of a brand is reasionable then the customer agreeto purchase it. An attractive packaging are also play an important role to increase the demand. Thecustomer keep in his mind that the availability of the brand should be easy in the market. The consumeris always remimber the quality of the product in his mind because when any consumer want to purchaseany brand then it’s mean he know about the brand, quality product, packaging etc.Theoretical Framework Brand Product Quality Price Consumer Purchase Decision Packaging AvailabilityResearch QuestionWhat is the impact of brand on consumer purchase decision?HYPOTHESISH0: There is no relationship between brand and consumer purchase decision.H1: There is relationship between brand and consumer purchase decision.6
  7. 7. Quantitative Techniques in BusinessH0: There is no relationship between product and consumer purchase decision.H2: There is relationship between product and consumer purchase decision.H0: There is no relationship between price and consumer purchase decision.H3: There is relationship between price and consumer purchase decision.H0: There is no relationship between packaging and consumer purchase decision.H4: There is relationship between packaging and consumer purchase decision.H0: There is no relationship between availability and consumer purchase decision.H5: There is relationship between availability and consumer purchase decision.VariablesDependent VariableConsumer Purchase DecisionA decision which is taken by the Consumer for buying the product is called consumer purchase decision.Independent VariablesBrandA type of product manufactured by a company under a particular name is called brand. (Google)Product QualityThe collection of features and characteristics of a product that contribute to its ability to meet givenrequirements.7
  8. 8. Quantitative Techniques in BusinessPriceThe amount of money expected, required, or given in payment for something. (Brainy Quote)PackagingAll products made of any materials of any nature to be used for the containment, protection, handling,delivery and preservation of goods from the producer to the user or consumer. (DOE, 2010)AvailabilityThe quality of being at hand when needed is called Availability. (Google)MethodologyPrimary data was collected usage below this Questioner from a sample of Forty-five Consumers inLahore. Quality of Data was checked through validity and reliability procedures. Data was analyzedstatistically by using SPSS software.Data preparationAfter receiving the filled questionnaire we collect and arrange the data, after that we analyze the wholequestioner and select the fulfilled questions and rejected those questions whose are not attempted bythe consumers. Then we put the data in to SPSS software and defined the variable from the data andfind out the frequencies, five figure summaries, Graphs, Histograms and scatter plot of the data. Afterthat we generate the result of whole data and prepare a report.Data AnalysisIn order to analyze the data descriptive statistics were used. The results are given below;DescriptiveAge8
  9. 9. Quantitative Techniques in BusinessInterpretationTo summarize the data of age variable frequency table and bar drawn, that shows there are only tworesponses. The valid percentage and cumulative percentage also show in this frequency table. The graphof age also shows the frequency of age.The bar in bargraphs are usually saprated and the hights of thebars shows the frequancy of the age.GenderInterpretationTo summarize the data of gender variable frequency distribution column drawn that shows the twotypes of responses male and female. The valid percentage of male is 55.6 and female is 44.4. The bargraph also shows the frequency distribution of gender variable.QualificationInterpretationTo summarize the data of variable qualification frequency distribution column drawn which shows thetwo types of responses. The valid percentage of Bachelor is 62.2 and Master & above is 37.8. The bargraph of qualification also shows the two levels of responses.9
  10. 10. Quantitative Techniques in BusinessProfessionInterpretationTo summarize the data of variable profession frequency distribution column drawn which shows the twotypes of responses category. The valid percentage of student is 82.2 and the valid percentage of othersis 17.8. The bar graph of variable profession also has drawn which shows two levels of professionresponses.OrganizationInterpretationTo summarize the data of variable organization frequency distribution table drawn which shows the twotypes of responses category. The valid percentage of responses S.G.C. is 88.9 and the other one validpercentage is 11.1. The bar graph of variable organization also shows two different heights of twodifferent responses.10
  11. 11. Quantitative Techniques in BusinessDesignationInterpretationTo summarize the data of variable designation frequency distribution column drawn which shows thethree types of responses category. The valid percentage of salaried person’s responses is 15.6, student’sresponses are 68.9 and the other is 15.6. The bar graph also has drawn which shows the three differentheights of salaried persons, students and other responses.BrandInterpretationThe case processing shows Five Figure Summary (FFS) of variable Brand which shows the resultsmaintained mean, median, mode, low quartile, upper quartile and medium quartile. It’s also show thestandard deviation, variance, skewness, range, minimum, maximum and percentiles. The Box plot of thisvariable also shows valid result, in which there is no outlier.The upper quartile is 5.00,Middle is 3.75 andlower quartile is 1.00. The whiskers indicate the expected range of scores. Below the HISTOGRAM of11
  12. 12. Quantitative Techniques in Businessvariable brand, the variable also has drawn which shows the different heights and a distribution curvealso show the normally distribution process.ProductInterpretationThe case processing shows five figure summary (FFS) of variable Product which shows the resultsmaintained mean, median, mode, low quartile, upper quartile and medium quartile. It’s also show thestandard deviation, variance, skewness, range, minimum, maximum and percentiles. The BOXPLOT ofthis variable also shows valid result, in which there is no any outlier. The whiskers indicate the expectedrange of scores. Below the HISTOGRAM of variable product, the variable also has drawn which showsthe different heights and a distribution curve also show the normally distribution process.Price12
  13. 13. Quantitative Techniques in BusinessInterpretationThe case processing shows five figure summary (FFS) of variable Price which shows the resultsmaintained mean, median, mode, low quartile, upper quartile and medium quartile. It’s also show thestandard deviation, variance, skewness, range, minimum, maximum and percentiles. The BOXPLOT ofthis variable also shows valid result, the whiskers indicate the expected range of scores. In which there isone lower outlier and the ID number of that outlier is (#41). (Note this number will not be theparticipant’s ID unless you specify that SPSS should report this by ID number). Below the HISTOGRAM ofvariable price, the variable also has drawn which shows the different heights and a distribution curvealso show the normally distribution process.Packaging:InterpretationThe case processing shows five figure summary (FFS) of variable Packaging which shows the resultsmaintained mean, median, mode, low quartile, upper quartile and medium quartile. It’s also show thestandard deviation, variance, skewness, range, minimum, maximum and percentiles. The BOXPLOT ofthis variable also shows valid result, in which there is no lower or higher outlier. The whiskers indicatethe expected range of scores. Below the HISTOGRAM of variable packaging, the variable also has drawnwhich shows the different heights and a distribution curve also show the normally distribution process.Availability13
  14. 14. Quantitative Techniques in BusinessInterpretationThe case processing shows five figure summary (FFS) of variable Availability which shows the resultsmaintained mean, median, mode, low quartile, upper quartile and medium quartile. It’s also show thestandard deviation, variance, skewness, range, minimum, maximum and percentiles. The BOXPLOT ofthis variable also shows valid result, the whiskers indicate the expected range of scores. In which thereare two-lower outlier and the ID number of that outlier is (#39) and the second outlier is (#41). (Notethis number will not be the participant’s ID unless you specify that SPSS should report this by IDnumber). Below the HISTOGRAM of variable Availability, the variable also has drawn which shows thedifferent heights and a distribution curve also show the normally distribution process.Consumer Purchase DecisionInterpretationThe case processing shows five figure summary (FFS) of variable Consumer Purchase Decision whichshows the results maintained mean, median, mode, low quartile, upper quartile and medium quartile.It’s also show the standard deviation, variance, skewness, range, minimum, maximum and percentiles.The BOXPLOT of this variable also shows valid result, in which there are three outliers, two are high andthe one is low. The ID number of first outlier is (#41); the second is (#42), and the last outlier ID numberis (#15). (Note this number will not be the participant’s ID unless you specify that SPSS should report thisby ID number). Below the HISTOGRAM of variable Consumer Purchase Decision, the variable also hasdrawn which shows the different heights and a distribution curve also show the normally distributionprocess.14
  15. 15. Quantitative Techniques in BusinessPrediction of relationship between VariablesIn order to predict the relationships between variables scatter plot are drawn. Dependantvariable are taken on y-axis and Independed variable on x-axis. The result is as follows;Relationship between Consumer purchase decision and BrandInterpretationThe output shows a scatter plot for two scale variables i.e. Consumer purchase decision and Brand. Theoverall pattern of the dots show that it is from diagonal upward straight regression line showing positiveassociation between brand and consumer purchase decision and points fit the line pretty well and R sq.value is 0.041. For more understanding the above graph, a line in scatter plot show the direction of thebrand to consumer purchase decision. It is also show the relationship between the brand and consumerpurchase decision.Relationship between Consumer purchase decision and Product15
  16. 16. Quantitative Techniques in BusinessInterpretationThe output shows a scatter plot for two scale variables that is Consumer purchase decision and Product.The overall pattern of the dots show that it is from diagonal upward straight regression line showingpositive association between product and consumer purchase decision and points fit the line pretty well.For more understanding the above graph, a line in scatter plot show the direction of the product toconsumer purchase decision. It is also show the relationship between the product and consumerpurchase decision.Relationship between Consumer purchase decision and Price:InterpretationThe output shows a scatter plot for two scale variables that is Consumer purchase decision and Price.The overall pattern of the dots show that it is from diagonal upward straight regression line showingpositive association between Price and consumer purchase decision and points fit the line pretty well. Itis also show the relationship between the price and consumer purchase decision.Relationship between Consumer purchase decision and PackagingInterpretation16
  17. 17. Quantitative Techniques in BusinessThe output shows a scatter plot for two scale variables that is Consumer purchase decision andPackaging. The overall pattern of the dots show that it is from diagonal upward straight regression lineshowing positive association between packaging and consumer purchase decision and points fit the linepretty well. It is also show the relationship between the packaging and consumer purchase decision.Relationship between Consumer purchase decision and AvailabilityInterpretationThe output shows a scatter plot for two scale variables that is Consumer purchase decision andAvailability. The overall pattern of the dots show that it is from diagonal upward straight regression lineshowing positive association between Availability and consumer purchase decision and points fit the linepretty well. It is also show the relationship between the availability and consumer purchase decision.17
  18. 18. Quantitative Techniques in BusinessCorrelationInterpretationTo investigate if there was a statistically significant association between all the variables, acorrelation was computed. All the variables were approximately normal there is a linearrelationship between them hence fulfilling the assumptions for Pearson’s correlations. Thepositive sign shows that there is a positive relationship between the variables.Regression b Variables Entered/Removed Variables VariablesModel Entered Removed Method1 AVAILABILITY, BRAND, PRODUCT, . Enter PACKAGING, a PRICEa. All requested variables entered.b. Dependent Variable: consumer purchase18
  19. 19. Quantitative Techniques in Business Model Summary Adjusted R Std. Error of theModel R R Square Square Estimate a1 .734 .538 .479 .41861a. Predictors: (Constant), AVAILABILITY, BRAND, PRODUCT,PACKAGING, PRICE b ANOVAModel Sum of Squares df Mean Square F Sig. a1 Regression 7.966 5 1.593 9.092 .000 Residual 6.834 39 .175 Total 14.800 44a. Predictors: (Constant), AVAILABILITY, BRAND, PRODUCT, PACKAGING, PRICEb. Dependent Variable: consumer purchase a Coefficients Standardized Unstandardized Coefficients CoefficientsModel B Std. Error Beta t Sig.1 (Constant) 3.133 .417 7.506 .000 BRAND .154 .064 .301 2.425 .020 PRODUCT .402 .110 .502 3.660 .001 PRICE -.096 .113 -.117 -.849 .401 PACKAGING -.010 .110 -.012 -.090 .929 AVAILABILITY -.397 .077 -.621 -5.126 .000a. Dependent Variable: consumer purchaseRegression Equation: Y=-1.946-0.756X1+0.505X2+0.596X3+0.297X4+0.050X519
  20. 20. Quantitative Techniques in BusinessInterpretationSimultaneously multiple regression was conducted to investigate the best predictors of brand. Thecombination of variables to predict brand from product, price, packaging, availability, consumerpurchase decision was statistically significant, F=3.851, p<0.05. The beta coefficients are presented inlast table. The adjusted R square value was 0.245. This indicates that 24% of the variance in brand wasexplained by the model.ConclusionIn last we conclude my study of impact of brand on consumer purchase decision. Aftercomplete analysis we know that which ways brand completely impact on consumer purchasedecisions. When consumer purchases a branded product first of all he checks the Productquality, price, packaging and availability of the product. In our study we prepare a completeanalysis of these variable and give the result of this variable and also check the relationshipbetween these variables. It is also ensured that the brand should always effect the consumerpurchase decision. If the brand quality, price, packaging, etc. are very good then it creates animpression for the consumer and the consumer should be decided to purchase it.ReferencesBrainy Quote. (n.d.). Retrieved from www.brainyquote.com:http://www.brainyquote.com/words/pr/price206593.html#ixzz1iaOW2EkEDOE. (2010). Retrieved from http://www.doeni.gov.uk: http://www.doeni.gov.uk/niea/waste-home/regulation/regulations_packaging/definition_of_packaging.htmGoogle. (n.d.). Retrieved from www.google.com:http://www.google.com.pk/#hl=en&sa=X&ei=SZQFT5HfEYPtrQfW-6AG&ved=0CBUQvwUoAQ&q=definition+of+brand&spell=1&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=483f9059388b4d56&biw=1366&bih=673Google. (n.d.). Retrieved from wordnetweb.princeton.edu/perl/webwn:http://www.google.com.pk/#hl=en&sa=X&ei=ZpcFT8HxIovQrQeH3dn8Dw&ved=0CBUQvwUoAQ&q=definition+of+Availability&spell=1&fp=1&biw=1366&bih=673&bav=on.2,or.r_gc.r_pw.,cf.osb&cad=20

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