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Assignment # 1 Subject Name: Business Research Methods
Assignment # 1 Subject Name: Business Research Methods
Roll # 105
Semester:6th
Layyah Campus.
G.C University Faisalabad, Sub Campus
TOPICS:
1.
FORAMTING RULES:
1. Use only 12pt type in a standard 6. Use bold for heading and size will be
font. 14 just for heading.
2. Number your pages (maximum 30 7. Check it using the following list of
and minimum 15). rules before you submit it.
3. Always double-space(line spacing) 8. Plagiarism should be 30% similarity
indexing( conditionally)
4. Do not leave blank spaces between
paragraphs. 9. Additional format regulations may
vary from course to course,
5. Correct all common spelling and
especially practically subjects.
typographical errors (use spell-check).
SUBMITTION DATE: 1st assignment will MARKS: 1st assignment have 50 marks that
be submitted till 1st may after the dead line will be part of your current semester result.
assignment will not be concerned and
student considered zero mark. NOTE:All assignment will be cross check
by the teachers if there found the copy paste
SUBMITTION: For submission every CR then assignment of the both student will be
collect the whole class assignment in single cancelled and given them zero marks.
folder having their class name till 1st may
2020 and email to the concerned faculty
member.
Research design definition
Research design is the framework of research methods and techniques chosen by a researcher.
The design allows researchers to hone in on research methods that are suitable for the subject
semi-experimental, review) and also its sub-type (experimental design, research problem,
descriptive case-study).
There are three main types of research design: Data collection, measurement, and analysis.
The type of research problem an organization is facing will determine the research design and
not vice-versa. The design phase of a study determines which tools to use and how they are used.
An impactful research design usually creates a minimum bias in data and increases trust in the
accuracy of collected data. A design that produces the least margin of error in experimental
research is generally considered the desired outcome. The essential elements of the research
design are:
8. Measurement of analysis
Proper research design sets your study up for success. Successful research studies provide
insights that are accurate and unbiased. You’ll need to create a survey that meets all of the main
Neutrality: When you set up your study, you may have to make assumptions about the data you
expect to collect. The results projected in the research design should be free from bias and
neutral. Understand opinions about the final evaluated scores and conclusion from multiple
individuals and consider those who agree with the derived results.
Reliability: With regularly conducted research, the researcher involved expects similar results
every time. Your design should indicate how to form research questions to ensure the standard of
results. You’ll only be able to reach the expected results if your design is reliable.
Validity: There are multiple measuring tools available. However, the only correct measuring
tools are those which help a researcher in gauging results according to the objective of the
Generalization: The outcome of your design should apply to a population and not just a
restricted sample. A generalized design implies that your survey can be conducted on any part of
A researcher must have a clear understanding of the various types of research design to select
which model to implement for a study. Like research itself, the design of your study can be
existing phenomenon can be proved or disproved using statistical methods. Researchers rely on
qualitative research design methods that conclude “why” a particular theory exists along with
collect actionable insights are essential. Numbers provide a better perspective to make critical
business decisions. Quantitative research design methods are necessary for the growth of any
organization. Insights drawn from hard numerical data and analysis prove to be highly effective
You can further break down the types of research design into five categories:
describing the situation or case under their research study. It is a theory-based design method
which is created by gathering, analyzing, and presenting collected data. This allows a researcher
to provide insights into the why and how of research. Descriptive design helps others better
understand the need for the research. If the problem statement is not clear, you can conduct
exploratory research.
between the cause and effect of a situation. It is a causal design where one observes the impact
caused by the independent variable on the dependent variable. For example, one monitors the
solving a problem at hand. The independent variables are manipulated to monitor the change it
has on the dependent variable. It is often used in social sciences to observe human behavior by
analyzing two groups. Researchers can have participants change their actions and study how the
technique that helps researchers establish a relationship between two closely connected variables.
This type of research requires two different groups. There is no assumption while evaluating a
relationship between two different variables, and statistical analysis techniques calculate the
between -1 and +1. If the correlation coefficient is towards +1, it indicates a positive relationship
between the variables and -1 means a negative relationship between the two variables.
4. Diagnostic research design: In diagnostic design, the researcher is looking to evaluate the
underlying cause of a specific topic or phenomenon. This method helps one learn more about the
subject to further explore their theories. The research explains unexplored aspects of a subject
Conducting a literature review involves collecting, evaluating and analyzing publications (such
as books and journal articles) that relate to your research question. There are five main steps in
the process of writing a literature review:
A good literature review doesn’t just summarize sources – it analyzes, synthesizes, and critically
evaluates to give a clear picture of the state of knowledge on the subject.
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THE IMPACT OF MARKETING MIX ON CONSUMER BUYING
BEHAVIOUR
THE IMPACT OF MARKETING MIX ON CONSUMER BUYING BEHAVIOUR
Abstract
In the current commercial world, every organization gives high priority to satisfy their
customer expectations. Satisfied customer wills attaché with organization for a long period
of time. Organizations give promises or create expectations through their marketing mix. If
the customers feel these expectations are experience reality, they will consistently buy the
product or they will be loyal to the brand. Jaffna peninsula is experiencing a brand
competition never heard in the past. Most of the organizations give better quality products
with affordable price and discounts, use attractive displays, and advertising modes. But we
can observe one thing that these all efforts were not designed to suit Jaffna consumers only.
Here a question arises to what extents these marketing mix induce continuous buying
intention in consumers‟ mind. This research study tries to answer this question.
Importantly it was found in the research that the word of mouth has high influence than
marketing mix.
1
Key words: Marketing Mix, Brand Loyalty, High Involvement Products, Low Involvement
Products
2
An Introduction
The aim of today‟s marketing is to satisfy the target customers‟ needs perfectly or
better than their competitors. This goal ensures survival of the firms in the market
arena. For this purpose organizations adopt a number of strategies. In that they are
spending a significant amount of money for their promotional activities as well as
paying a handsome salary to their marketing personnel. On the other hand
organizations try to understand their buyers‟ behaviour. This field of studies address
how individuals, groups and organizations select, buy, use and dispose of goods,
services, ideas or experiences to satiety their needs and desires. Understanding
consumers‟ behaviour and „knowing loyal consumers‟ are never simple task.
Consumers may state their needs what but act otherwise. They may not be in touch
with their deeper motivations. They may respond to influence that change their mind
at the last minute. Due to this increasingly, decision makers have had to turn to
summary statistics and to behavioural theory, and are spending more money and effort
today than ever before to try to understand why they buy? How do they buy? The first
two questions relate to relatively overt aspects of buyer behaviour, and can be learned
about through direct observation and interviewing. But uncovering why people buy is
an extremely difficult task. The answer will tend to vary with the investigator‟s
behavioural framework of reference. In this manner this study tries to explain the
influence of marketing mix on brand loyalty of Jaffna consumers. With opening of the
A9 route, numbers of brands of various products are available in Jaffna and various
promotion strategies and modes are used to capture consumers. On the other hand, in
the advertising side. Newspapers, T.V channels, postal and radio are functioning in
accelerated rates in creating customer awareness.
Statement of the problem
There are number of factors influencing the brand choice of consumers. Brand choice
is the function of 4 P‟s (i.e. Product, place, promotion and price) as well as buyers‟
characteristics. It is obliviously that most of the promotional efforts are not
Does 4 Ps (Marketing mix) lead to brand choice and brand loyalty of Jaffna
consumers?
Significance of the study
Organizations in all over the world spent a significant amount of money to create and
maintain brand loyalty among their target audience. Until 2002 the northern part of Sri
Lanka totally or partially separated from the other part of the country. Consumers
choose and consume what was available brand in the market. Now the situation is
totally changed. Numbers of brands in every product are available here. Due to this
opportunity, the consumers have high level of freedom in the selection process. On the
other hand 4 Ps, especially advertisement effort are high competitive. Though
situations like this, there is no study conducted to identify the impact of 4 Ps on brand
choice. So this study will help to identify influence of 4 Ps on brand selection and
brand loyalty. Thus this research will be useful the organizations to find out the level
of brand loyalty and help to somewhat understand the black box of Jaffna consumers.
Through this study organizations can identify the suitable strategies and also redesign
their promotional campaign to attract more consumers in future.
Conceptualization
Conceptual framework
Marketing
Stimuli / Brand loyalty
Marketing
Mix
Marketing mix: - The marketing mix is the set of marketing tools the firm uses to
pursue its marketing objectives in the target market.
Hypotheses
1. The higher the positive opinion of marketing mix leads to stronger the brand
loyalty.
2. The lower the positive opinion of marketing mix leads to weak brand loyalty.
Operationalization
Questionnaire
The help of questionnaire has collected major part of the data. This questionnaire has
two parts. Part I consists of 12 questions, which helps to get general information of
consumer and identify the degree of brands awareness. Part II consists of 20 questions
that help to gather information about marketing mix and brand loyalty.
Part II questions have five options from strongly agree, agree, uncertain, disagree and
strongly disagree. The rating system was as follows.
Data presentation and analysis
Description Classification Number of Percentage
respondent
Age < 25 23 38
25 – 34 14 23
35 – 44 12 20
44 < 11 19
60 100
Sex Male 36 60
Female 24 40
60 100
Area Town 32 53
Village 28 47
60 100
Occupation Private 11 18
Government 20 33
University 19 32
Students 10 17
60 100
Low involvement
products
Milk powder 06 10% 54 90% 45 75% 15 25%
Tooth paste 20 34% 40 66% 39 65% 21 35%
High involvement
products
T.V 20 34% 40 66% 38 63% 22 37%
Motor cycle 36 60% 24 40% 24 40% 36 40%
Source: - Survey data
According to above table 10% of milk powder consumers have a positive perception
about marketing mix 90% of others hold a weak opinion about marketing mix. On the
other side 34% of toothpaste users posses strong positive perception about 4 Ps 66%
of the consumers have weak opinion about marketing mix. Further 75% of milk
powder consumers and 65% of toothpaste consumers have high brand loyalty. In the
case of high involvement products (Motor cycle). Majority of respondance (60%)
revealed strong positive opinion about marketing mix. At the same time 60% of motor
bicycle holder are a low brand lower.
Summary of findings
Correlation coefficient for high involvement and low involvement products.
High involvement Low involvement
product product
T.V Motor Tooth Milk
cycle paste powder
Marketing mix and brand loyalty 0.369 0.526 0.189 0.210
Hypotheses testing
Other findings
i) Most of the respondents say that they buy a particular brand (specially tooth
paste, milk powder, T.V) not because marketing mix of organizations because
of the influence of the word of month (their parents use this brand for a long
time, they follow them)
ii) Indian brands are bought because of the availability of spare parts, lower price
(in comparing with Japanese brand) attractive advertisement.
iii) 60% of sample consumers use signal brand toothpaste and the same
percentage of them consumes Luxpray milk powder.
iv) 76% of respondent aware more than six brands in each product (awareness
set) and 61% of them consideration set has two brands only.
v) Other than brand loyalty 20% of consumers change their toothpaste in time to
time because of the advice of dentists.
Conclusion
The research findings revealed a positive correlation between marketing mix and
brand loyalty, with the strength of this correlation being greater in respect of high
involvement products as opposed to low involvement products, there by validating the
first hypothesis (H1) that the higher the positive opinion of marketing mix leads to the
stronger the brand loyalty is greater with regard to high involvement products than
low involvement products.
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