Khadim Ali Shah Bukhari Institute of

Technology
A Project on
“Effect of Brand Image on Consumer Buying Behavior:
A Case Study of Shangrila Private Limited,
In Tomato Ketchup Category”

Submitted to: Faculty of Management Sciences
In Partial fulfillment of the requirements for the degree of
MASTER OF BUSINESS ADMINISTRATION (M.B.A)
Under the Supervision of:
Miss. Ayesha Shaikh
Submitted By:
Junaid Shehzad
Student ID: 4813
Majors: Marketing
Year - 2012
Effect of Brand Image on Consumer Buying Behavior:
A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 1

CERTIFICATE
I am pleased to certify that Mr. Junaid Shehzad S/o Muhammad
Hanif has satisfactorily carried out a research work, under my
supervision on the topic of
“Effect of Brand Image on
Consumer Buying Behavior : A case study of Shangrila
Private Limited, in Tomato Ketchup Category”.

I further certify that his distinctive original research and his thesis
is worthy of presentation to the Department of Marketing, Faculty
of Management Sciences, Khadim Ali Shah Bukhari Institute of
Technology (KASBIT) for the degree of MBA majors in Marketing.

Ms. Ayesha Shaikh
Lecturer

Effect of Brand Image on Consumer Buying Behavior:
A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 2

Table of Contents
List of Table

……………………….………………………………………..…

List of Figures

……………………….………………………………………..…

Dedication

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Acknowledgements

……………………….……………………………….…..……… 8

Abstract

…..……………………………………………………………......

5

6

7

9

Chapter

1

Introduction…….…………………………………………….

…………. 10
1.1. Background
1.2.

………….…………………………………………….………… 11
Statement

of

the

problem

…...............................................................................11
1.3. Research objective ……….……………………………………….……………...…..
12
1.4. Research Model

…..…………………………………………………………..…. 15

1.5. Research significance ………...……………………………………………….….….
17

Chapter 2 – Literature Review ……….
……………………………………. 18
2.1: Brand Image.
............................................................................................. 19
Effect of Brand Image on Consumer Buying Behavior:
A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 3

……………………………………….4: EKB Model …………………………………………………………………. 29 3.1: Research design ………………………………………………………… 28 3. …………….…..2. Results/Findings & Discussions ………… 30 4..3: Purchase Intention……………..4: Research scope and limitations ………. 29 Chapter 4 – Data Analysis.1.…….……………………………………………. 24 2. Different test ………... 25 Chapter 3 – Research Methodology …………………………………… 27 3.2: Sampling ……………………………………………………….3: Data collection instruments ………..……………………….… 36 Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 4 . 20 2.……………………………………………….………………………. 29 3. Analysis of sample characteristics & demographics ……….. 22 2..2: Brand Attitude.2.……………………………………………………………….5: Customer Loyalty ………………………………………………………………….………………… 30 4...

..…………………… 58 LIST OF TABLES Table 1: . 47 Chapter 6 – Recommendations ………………………………………… 53 Appendix / ……………………………………………. ……….………………………………….Reliability Statistics Table 2: – Z Test for Brand Image and Consumer Buying Behavior Table 3: – Z Test for Product Quality Table 4 :– Z Test for Product Knowledge Table 5: – Z Test for Loyalty Intention Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 5 ...56 Bibliography Annexes ……….Chapter 5 – Conclusions ………………………………………………….

Market Share with Gender Figure 6: Importance of Brand Image Figure 7: Importance of Low Quality Brand Image Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 6 .LIST OF FIGURES Figure 1: Gender Demographics Figure 2: Demographics Gender Age Scale Figure 3: Demographics Consumption Segmentation Figure 4: Shangrila Brand Choice. Market Share Figure 5: Shangrila Brand Choice.

Figure 8: Importance of Product Knowledge DEDICATION “My Beloved Family & Especially to My Lovely Mother” (Late) Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 7 .

group members who supported me to achieve all goals of MBA degree. and assistance in all phases of the project. in my view. Also thanks to my university friends. wisdom. which smooth my learning process. They were also always helpful and guided me through every stage of the project requirement formalities that had to fulfill.A Program in Khadim Ali Shah Bukhari Institute of Technology (KASBIT) absolutely has done their great jobs. for her guidance. Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 8 .ACKNOWLEDGEMENTS The Words are short to thanks & acknowledge many important peoples whose shore up was precious throughout the project process. I would like to thank my project supervisor Ms. Ayesha Shaikh. First. The support and cooperation of the staff of M.B.

They were always stand for me in order to encourage me in all my work and same as my Teacher (Ms. which caused to purchase by the consumers. which will fulfill my carrier path. My Mother always encouraged me to go forward and accomplished this task successfully. Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 9 . switch to others brand on Brand perception. Is brand image can change the consumer choice. identify that the brand image really plays a role to attract the suspect and prospect customers.In the end. or opposite it most of the cases consumers switch to others brand due to increasing the prices impact or out of budgeting. My all-family member’s blessings have always led to me to the path of success and achievement. Does the Brand Image really give a competitive advantage to an industry by making standout from its competitors? Does it be use as marketing tool for promotion/attraction? This major factor will identify in this case study. Ayesha Sheikh) ABSTRACT The purpose of this study is to explore the effect of Brand Image on Consumer Buying Behavior. I would like to thanks to My Family members specially pray for my Mother May Allah TabarakWatallah give her place in his paradise. Is consumer likely to buy branded products considering the brand image either it is more expensive. or image? In addition.

discuss the process it followed and discover features and benefits of this approach. The firms sustain their loyal customers and overcome the challenge for the continued existence and growth. CHAPTER 1 – INTRODUCTION The boundless opportunity in the worldwide market throughout the competitive advantages services. It’s producing the Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 10 . Products quality. One of the highest contributed industries in an economy is FMCG industry. The FMCG industry meant for daily consumption of goods.The study will examine the case of Brand Image of Shangrila Private Limited. This growth becomes the industrial growth which is reflects to the national growth. of the country. This industrial sector is playing a major role in today’s business environment and the economy because this is concern about every individual citizen’s daily consumption goods for middle. and satisfaction of the customers. The dependency of the successful business is totally on their loyal customer satisfaction in terms of fulfillment of their desire need and demands. Today’s majors firms are frequently focusing on the understanding the customers and consumers desire needs and trying to fetch prospect customers. middle upper class.

Guava. soft drinks. Ready Meal (Fast Foods). Juices produce in Mango.e. or refreshment i. Seasons. Tooth Paste. and Seasoning deal in Bar B. The target market of Shangrila is households and Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 11 . currently the competition in multinational and national firms in Pakistan are involves to provide their better services and products and continues service improvement to their customers desired needs and wants. The price offering of each product almost similar or litter mid differ with their competitors. and Juices and its variant is Sauces deal in Soy Sauce.ready meals or others products to use faster like you can easily have meal in breakfast. dinner. Seasonings. and Tomato Ketchup. The product category in contained on Sauces. Peach. Third one Ketchup and Pickles has a vast range in their SKUs.1 BACKGROUND The FMCG stand for “Fast Moving Consumer Goods” and it’s contained numerous sectors like Food Stuff. One of the Leading brand Shangrila surviving since last two decades and dealing in Foodstuff category of FMCG Industry. Confectionary. Bath Soap. The Brand Image has found in the literature to be a competitive tool for many companies and their perception and brand image. Imli Ginger Sauce. Vinegar. Sauces. etc. Here all above products on going products and firms are enjoying their highest volumes of business in the Pakistan. General items. Chilli Sauce. and Apple flavors. Shangrila brands deal in the foodstuff for cooking and snacks refreshment juices.Q Sauce. Drinks. Shampoo. Orange. 1. Pickles. Ketchup. Pickles. Garlic Chilli Sauce. Juices. lunch. Bakers. Burger.

1.3 RESEARCH OBJECTIVES The research’s primary aim is to establish how Brand Image Effect to the Consumer Buying Behavior Patterns in the FMCG sector.  Determine the positive relationship between satisfaction and loyalty intention. research methodologies and data collection methods and methods of analysis would be most appropriate to research the problem in question.2 PROBLEM STATEMENT The problem statement formulated for the research is. “To determine whether the brand image of product has an impact on the consumer decision making and buying behavior. The specific research objectives are:  Determine the relationship between strong brand image & the effect on consumer purchase intention & behavior. health conscious peoples. 1.  To investigate which research paradigms. and under 16 to 25 ages.  Determine the relationship between the product quality & effect on consumer buying behavior. Juices category targeting to the teenagers.women are under 18-30 ages. This objective implies Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 12 .  Determine the relationship between the high product knowledge decreases the effect of brand image.

that the appropriate overall research design for the study must be determined. This objective requires an in-depth analysis of secondary sources dealing with brand identity. if any. Based on Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 13 . as shaped by brand identity. brand image and related concepts. In short. It should highlight an organization’s mission and vision to all.  To source primary data to gauge the opinions of stakeholders perceived Shangrila Brand Image. It is a set of beliefs held about a specific brand. of the Shangrila Brand identity need to addressed to enhance the image of the institution.  To make recommendations regarding which dimensions. Brand image is the current view of the customers about a brand. It signifies what the brand presently stands for. Brand Image is nothing but an organization’s character.  To construct (design) a research instrument that will canvass the opinions of stakeholders of the perceived brand image of the Shangrila. Brand Image conveys emotional value and not just a mental Image. Consumers develop various associations with the brand. it is nothing but the consumers’ perception about the product. It is an accumulation of contact and observation by people external to an organization. It can define as a unique bundle of associations within the minds of target customers. The main elements of positive brand image are unique logo reflecting organization’s image. Brand image is the overall impression in consumers’ mind that formed from all sources.  To analyze the data and report on possible disparities (“Gaps”) between the expectations linked to the Shangrila brand image and the actual experience of this brand. It is the manner in which a specific brand positioning in the market. slogan-describing organization’s business in brief and brand identifier supporting the key values.

Brand Image develops and conveys the product’s character in a unique manner different from its competitor’s image. they are also purchasing its image. ease of use. They can be specific or conceptual benefits are the rationale for the purchase decision. Brand image is actually brand content. Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 14 . and overall value.these associations. but is automatically formed. benefits and attributes. The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. and rational benefits/support . When the consumers purchase the product. they form brand image. fame. The brand image consists of various associations in consumers’ mind attributes.how do you make me feel better (than others). emotional benefits . Toyota is associated with reliability. other promotional tools. word of mouth publicity. There are three types of benefits: Functional benefits what do you do better (than others) do. Brand image is the objective and mental feedback of the consumers when they purchase a product. Brand Images can be strengthened using brand communications like advertising. unique and instant. packaging. etc. The brand image includes products' appeal. Brand attributes are consumers overall assessment of a brand.why do I believe you (more than others). An image is formed about the brand based on subjective perceptions of association’s bundle that the consumers have about the brand Volvo is associated with safety. Brand Images should be positive. Brand Image has not to be created. Brand Attributes are the functional and mental connections with the brand that the customers have. functionality.

Positive brand image enhances the goodwill and brand value of an organization.Positive brand image is exceeding the customers’ expectations. 1. the following research model have been developed: Independent Variables Brand Image Reputation Relevance Performance Product Knowledge Promotions Price discount Dependent Variables Consumer Loyalty Consumer Buying Behavior Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 15 .4 RESEARCH MODEL To achieve the research objectives. To sum up. “Brand image” is the customer’s net extract from the brand.

H2: Different brand images lead to differ product quality things. CONCEPTUALIZATION OF THE RESEARCH MODEL Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 16 . H4: There is a positive relationship between satisfaction and loyalty Intention FIGURE: 1. H3: High product knowledge decreases the effect of brand images.The following hypotheses have developed to test the relationships between the dependent and independent variables: H1: There is a relationship between positive Brand Image and consistent consumer Buying Behavior.

Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 17 . the only constant is change.5 RESEARCH SIGNIFICANCE As recent era of business industry is the one of in FMCG the dominant industry for the last decades comparing others industry in the worlds although the similarly this industry has a competition in the nationwide. In the contemporary environment. Researches show that numerous factors impart in creating the awareness. and senses of belongingness towards brands of any kind but sometimes customers themselves are unaware of the reasons for the brand preferences. loyalty. Therefore.1. One of the best strategies is about creating the best brand image in considering the consumers mind that ensure a long-term growth of business. Product knowledge. This competitive environment caused brand consciousness among subscribers and potential buyers. businesses have to develop different strategies in order to survive in long run. Satisfaction. Purchase intention.

CHAPTER 2 . "a successful brand image enables consumers to identify the needs that the brand satisfies and to differentiate the brand from its competitors.Currently the organizations are striving to retaining their customers and constantly finding the caused ways to enter the customer mind and their black box. and consequently increases the likelihood that consumers will purchase the brand" (p. & MacInnis.g. several empirical findings have confirmed that a favorable image (i. and increase market share or performance (Park. brand. store/retail) will lead to loyalty (e.e. A company or its product services. 252). 1998). sustainable competitive advantage. In addition. Jaworski. 1986). which constantly holds a favorable image by the public. brand equity Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 18 . would definitely gain a better position in the market. therefore they pay close attention toward the factors that influence a customer’s decision towards brand. Shangrila private limited will gain this research objective and will found the causes. Since satisfied customer is the core concern of any organization. Although the result will be beneficial for the organization to make an action plan throughout the competitive strategy for the competitor in terms of knowledge how brand becomes more attractive. which is influence to buy their branded products.LITERATURE REVIEW According to Hsieh. Nguyen & LeBlanc. 2000. and Setiono (2004). Koo. Kandampully & Suhartanto. Pan. The main purpose of this research study is to investigate the key variables that are having strong influence on customer satisfaction in foodstuff manufacturer sector and influence purchasing decision of customers. 2003. This is research helps to identity the factors. which is influence to move the brand choice to reduce the turnover rate.

2004) and brand performance (Roth.e. 1991. or using Malhotra's (1981) brand image scale (i. Aaker. 3) A Similar definition to Keller's was proposed by Aaker (1991). 2004. Kotler (2001) defined image as "the set of beliefs... 1995. 1993).e. 8). and impression that a person holds regarding an object" (p. brand benefits. It has been measured based on attributes (i. Keller (1993) considered brand image as "a set of perceptions about a brand as reflected by brand associations in consumer's memory" (p. Zooming into Keller's (1993) conceptualization of brand image. ideas.(Faircloth. Roth. "brand associations” comprise of brand attributes.. Keller. Faircloth et al. purchase behavior (Hsieh et al. 2003.e. Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 19 .1 : Brand Image Brand image has conceptualized and operationalized in several ways (Reynolds & Gutman. Measuring image based on the above definition would help marketers to identify the strengths and weaknesses of their brand as well as consumers' perceptions toward their product or services. Kandampully & Suhartanto. 2000). 1984. He suggested. Biel. 1992. 273). and ordered" (p. usually organized in some meaningful way" (p. 2001. On the other hand. Reynolds (1965) noted that "an image is the mental construct developed by the consumer on the basis of a few selected impressions among the flood of the total impressions. 2001). brand benefits values (i. and overall brand attitudes. it comes into being through a creative process in which these selected impressions are elaborated. whereby brand image is referred to as "a set of associations. Koo. Biel (1992) however defined brand image as "a cluster of attributes and associations that consumers connect to the brand name" (p. Faircloth et al. 2. 69). Capella. embellished. Bhat & Reddy. 2001). & Alford.. 1995). 1998). 109). it considered a perception about a brand as reflected by the brand associations held in consumers' memory. Hsieh et al.

Attributes can classified into product-related attributes and non product-related attributes (i. attributes are "descriptive features that characterized a product or service – what a consumer thought the product or service is or has and what is involved with its purchase or consumption". the functional benefits are related to the intrinsic advantages of product or services consumption and usually correspond to the product related attributes.2 Brand Attitude Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 20 . For example. (1986). experiential and symbolic benefits. packaging or product appearance information. 2. experiential benefits refer to "what it felt like to use the product or services and usually correspond to the product related attributes". while symbolic benefits were associated with the underlying needs for social approval or personal expression and outer-directed self-esteem and corresponded to non-product related attributes. which was originally derived from the work of Park et al.e. Here. Product-related attributes refer to the ingredients necessary for performing the product or service function sought by consumers while non product-related attributes refer to the external aspects of the product or services that relate to its purchase or consumption. price. what consumers think the product or service can do for them" (p. user and usage imagery). Keller (1993) described that this image benefits can be classified into functional. As for benefits. these is considered "the personal value consumers attach to the product or service attributes – that is. 4).To Keller (1993).

Brand image represents an important aspect of marketing activities. Keller. so do image effects occur in different persuasive contexts: not only at consuming goods. or when charitable donations are given to humanitarian. 1995) and branding strategy (Keller. Keller (1993) referred to Wilkie's (1986) definition of brands Attitudes which was "consumers' overall evaluations of a brand" (p. Creating and maintaining image of the brand is an important part of a firm's marketing Program (Roth. 1990. Therefore. 1993a. Keller (1993a. branding and market offering with varied definition and approaches to its conceptualization (Burleigh and Sidney. 2007). 2003). when the “products” of political parties are rated by voters (Keller. and providing a basis for extensions (Aaker. 1993. gives positive feelings. 1963. nongovernmental organizations (Morf. it is very important to understand the development of image formation and its consequences such as satisfaction and loyalty.For brand attitude. The focus of my dissertation is on the appearance of image effects in the domain of consumer psychology. b) argued that these associations could originate from Customers direct experience or from information obtained on a market Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 21 . Martinez and Pina. 4). Based on the views of Kapferer (2004:98). 1955. which is the modified conceptual model supporting this research. 1991). 1991).Overall. Aaker. 2006). But just as stereotypes prevail in a variety of social situations. Dobni and Zinkhan. A widely accepted view is that brand image represents customers’ perceptions of a brand as reflected by the brand associations held in consumer memory (Herzog. differentiating the brand. but also in times of elections. b). The influence of the independent variables on brand identity and its shaping of brand image. brand identity precedes brand image. image can generate value in terms of helping customer to process Information. generating reasons to buy.

but is something brought out by promotions. 1994. brand image does not exist in the technology. p. 1997. 1990. Garcia Rodriguez and Bergantinos. lower purchase risks. When it comes to experiential product evaluation. How much is a brand worth? How does a brand represent the product? Kotler (2000) contends that brand is a name. Keller and Davey. Aperia and Back. Through brand image. term. advertisements. Keller (1993) defines a brand image as an association or perception consumers make based on their memory toward a product. Brand image represents “the reasoned or emotional perceptions consumers attach to specific brands” (Low and Lamb. and is used to distinguish one’s products and services from competitors. 352) a set of beliefs held by customers about a particular brand. Brand image is. For example. the mental picture or perception of a brand or a branded product or service and includes symbolic meanings that consumers associate with the specific attributes of a product or service (Dobni and Zinkhan. based upon some intrinsic and extrinsic attributes of a market offering resulting to perceived quality. a positive brand image may make up for an inferior image of the origin country and raise the possibility of the product being selected Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 22 . 2004). or users. consumers are able to recognize a product. evaluate the quality. 2000. 2001). design or all the above. and customer satisfaction (Aaker. 1988. Aaker. 2001). Nike adopts a check mark as its brand image. symbol.offering or due to the impact a pre-existing association with an organization had on consumer. which creates a positive effect indicating approval. Where perceived quality refers to the customer’s Perception of the overall quality or superiority of a product or service with respect to its intended purpose. and obtain certain experience and satisfaction out of product differentiation. Padgett and Allen. 1991. features or the actual product itself. relative to alternatives (Zeithaml. Thus. therefore.

Therefore. Since consumers usually make an immediate purchase. Krishnan. maintain consumer loyalty and raise sales volume (Pride and Ferrell. 1994).(Thakor and Katsanis. businesses often use promotions to stimulate purchase intention and increase sales. According to Grewal. the more response it Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 23 . promotion aims to create product exposure. when being reduced by economic incentives. consumers generally believe they can make a satisfying purchase by choosing well-known brands and lower any purchase risks by doing so. Consumers respond to the incentive of saving when they see products are being sale at a lower price. Akaah and Korgaonkar (1988) conclude that consumers are more likely to purchase well-known brand products with positive brand image as a way to lower purchase risks. Thus. 2. the greater the promotion is. and Borin (1998). Dick and Jain. 2000). the better a brand image is. stimulate desires. McCarthy and Perreault (1984) think promotion is different from advertisement or public report and eventually can stir up interest or intention among (potential) buyers to make a purchase. To counter fierce competition.3 Purchase Intention Consumers are usually limited in regards to the amount of time and product knowledge to make an informed purchase decision when facing similar products to choose from as a result. 1997). brand image is often used as an extrinsic cue to make a purchase decision (Richardson. Rao and Monroe (1988) also support this argument. Kotler (2000) considers that promotion is a combination of various incentives to stimulate consumers or retailers to stir up immediate purchasing reaction toward a product or service within a short time period. and increase their purchase intention. Baker. the more Recognition consumers give to its product quality. A brand with a more positive image does have the effect of lowering consumer products perception risks and increasing positive feedback from the consumers.

1999).4 EKB Model The EKB model. but may expose them to inferior products with lower quality. developed by Engel. and has been prove a key factor to predict consumer behavior (Fishbein and Ajzen. Therefore. consumers begin by collecting product information based on personal experience and external environment. promotional items usually end up selling better and even attract loyal consumers of other brands. The Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 24 . and Sternthal (1978) have proven that when facing various brand products with similar functions and qualities. and make a purchase decision after comparison and judgment.generates. Dodson. 1975). Prior to purchasing. after the promotion is over price discount may also lower the purchase intention because of associating price discount with lower quality. When the amount of information reaches a certain level. solution evaluation. Tybout. consumers start the assessment and evaluation process. Price discount may attract consumers to try out different brands. purchase intention is often use to analyze consumer behavior in related studies. however. To sum up. they are likely to choose promotional items. This indicates promotion has great incentive values. including recognition of a problem. and decision making. price discounts may attract consumers with economic incentives. which in the end will write off the benefit of the sales increase (Raghubir and Corfman. When consumers are presenting with great incentives. Kollat and Blackwell (1984). The model stresses that consumer behavior is a continuing process. is a process used to evaluate consumers’ decision making. Purchase intention means a subjective inclination consumers have towards a certain product. 2. information gathering.

environment. In fact. Among these factors. 3. Product characteristics are relates to product knowledge (Sultan. 2009). consumer behavior occurs when consumers are stimulating by external factors and come to a purchase decision based on their personal Characteristics and decision making process. 2. 2006) and by 5% increases in Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 25 . Real customer’s commitment is established when he/she is motivate to purchase without any encouragement. which creates advantages for customers so that they keep on increasing their purchase from the same organization. This means consumers’ purchasing behavior affected by their choice of product and brand.process is also affected by both internal and external factors like information input. Loyal customer does not only focus on prices but also he/she acts like a fan of organization and. Likewise. These factors include choosing a product. we can examine the following factors that may affect purchase intention: 1. a retailer. 1999). customer’s commitment is the outcome of an organization. 2. and quantity. the cost to acquire a new customer is 15 times of retaining an existing customer (Fahimi. helps to attract new customers (Zare. This relationship established if parties feel that there are special advantages for them and they can attract each other like two poles. general motives. timing. 2002). 1984). brand. Price discount (Alford and Biswas. information gathering and environmental stimulation are two crucial influential factors in the final decision making. According to Kotler (2000). Thus. information process. etc. as a result. 2008).5 Customer Loyalty Richard Oliver (1977) defines loyalty as: “it is a strong commitment to superior services or goods repurchase in future to acquire the same brand despite of marketing efforts by potential rivals and their impacts (Hamidizadeh and Ghamkhary. This definition may be limited. Consumers’ increase of product familiarity (Johnson and Russo.

it uses any relation as an opportunity to establish loyalty. Hence. the profit increases 25 – 85 percent (Hamidizadeh and Ghamkhary. Findings of Sirdeshmukh et al (2002) indicate that customer’s value is a key affecting factor on customers’ loyalty in airlines. 1993). To acquire customers’ loyalty. feelings and expectations towards certain brands as they learn. then a bilateral value will be established and the final target namely customer’s dependency or strategic management of relations with customer will be achievable (Colwell et al. Kim et al (2008) findings on affecting factors on customers’ view in hospitals indicate that such factors as customer satisfaction. 2009). They support Holbrook (1994) who said customer’s value is a fundamental base for marketing activities. memorize and become accustomed to them (Keller. When consumers are considering purchasing a product. one should initially have an image of the customer. their purchase intention will be determined based on Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 26 . This is the same thing. the organization has one customer and protects him/her by respect and mediation. communicational commitments and confidence have a remarkable impact on brand loyalty and awareness and a positive impact on customer’s view to hospital. Then. Churchill (1997) states that brand loyalty are customer’s preference to buy a certain brand. If organization continues to meet customer’s needs and to provide its services in a manner which motivates permanent demand. 2009). Figure 2 outlines conceptual model and hypotheses of present study. Jaccobi et al (1974) state that brand loyalty differ from brand habit or view though these can determine brand loyalty in next steps. Customer’s conception Brand image is established when consumers develop ideas.customers’ loyalty. the goal is to enhance the relationship between customer and organization in the condition of passing different steps of managing the relations with customer. At the outset. which leads customer to loyalty enhancement. With regard to customer’s loyalty. customer’s satisfaction grows and the value of relations will increase among parties.

Brand image no doubt remains an important cue during the process of consumers’ purchase decision making. The questionnaire will predominantly consist of closed ended questions to save the time of respondents and ensure a high response rate. and consequently on the Consumer Purchase Behavior in the FMCG sector.the perception of its value given by its brand. CHAPTER 3 . they survey method will be employed for data collection. When consumers have a higher opinion on the quality of a certain brand product. survey based questionnaires will be used as the primary tool for data collection. Aaker and Keller’s (1990) research discovers that a brand with positive image improves consumer loyalty and trust and strengthens consumers’ purchase intention. The data gathered will be both quantitative and qualitative in nature. It usually depends upon the use of a well-constructed questionnaire. Specifically. they are more likely to make the purchase (Dickson and Sawyer. additionally. Since the nature of research is descriptive. which is used to collect data from the relevant unit of analysis Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 27 . 1990).RESEARCH METHODOLOGY The nature of the research is descriptive since the objective of conducting the research project is to determine what impact do each of the determinants of brand loyalty identified in the theoretical framework have on Brand Loyalty. they are likely to have higher perception of value (Monroe. 1990). when consumers benefit more from purchasing the brand product than the price paid. The central objective of survey design is to search for relationships between variables.

RESEARCH DESIGN As specified earlier. the nature of the research is descriptive. and furthermore. interview sessions will also be conducted with the Marketing and Product Development Department of Shangrila. this study does not attempt to examine trends. data are collected from the research participants at a single point in time or during a single. usually.. a cross sectional study is the appropriate technique as opposed to a longitudinal study due to time constraints. By adopting the convenience sampling approach. 3.under study. Since the research is consumer centric. The major advantage of cross-sectional research is that data can be collected on many different kinds of people in a relatively short time period. and for ease of purpose will be cross sectional and not longitudinal in nature. an individual. a period long enough to collect data from all of the participants selected to be in the study). the sample size determined for the research is 100 Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 28 . Customer Satisfaction. In crosssectional research.1. For the purpose of this study. The population for the research includes both male and female users of the Tomato Ketchup of Shangrila brand in Pakistan. Brand and Corporate Image. and CRM Strategies. the survey based questionnaires will be circulated amongst the users of tomato ketchup of Shangrila brand in Karachi. To supplement the quantitative data collected via the questionnaires. relatively brief time period (i. Thus this research can depict the relationship(s) of certain variables of Service Quality.e.

or a representative put of a population for the purpose of determining parameters or characteristics of the whole population. The rating based questions in the survey will utilize an ordinal scale.3. As its name impulse. with higher numbers coded to represent higher values.respondents residing in Karachi. Convenience sampling is one of the non-probability sampling designs that are being use in this research. The sampling units selected for analysis are both male and female Tomato Ketchup consumers specially those who uses Shangrila Tomato Ketchup. convenience sampling involves collecting information from members of the population who are conveniently available to provide this information.2. descriptive statistical measures such as measures of central tendency will be use to report and analyze overall trends discovered through the research study. 3. In addition. process or technique of selecting a suitable sample. As its name implies. SAMPLING Sampling is the act. 3. Statistical Tests including probability based z and t tests will be performed on the data collected. DATA COLLECTION INSTRUMENTS Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 29 . The sampling units selected for analysis are both Male and Female user of Tomato Ketchup customers in Karachi. convenience sampling involves collecting information from members of the population who are conveniently available to provide this information. Convenience sampling is one of the nonprobability sampling designs that are being used in this research.

convenience sampling has been adopted. RESULTS/FINDINGS AND DISCUSSIONS The captioned chapter is concerned with working on analysis of the data collection that have been taken from the survey through questionnaires. extensive secondary research will be used to provide a global context to the research. and the sample will comprise on females with sample size 100 primarily between the ages of eighteen to fifty. To overcome these limitations. Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 30 . Geographic and demographic limitations of the research will have a slight impact on the results obtained and research findings quoted in the study. CHAPTER 4 – DATA ANALYSIS. the research will be conducted only in Karachi and therefore the result may be skewed and not hundred percent applicable to other cities. Due to time and budget limitation. Following the testing interpretations has been provided for each hypothesis. RESEARCH SCOPE AND LIMITATIONS The Brand selected for the research study is Shangrila Brand Image and customer loyalty and Buying Behavior will be analyzed.The nature of research is descriptive survey based questionnaire have been used as a primary tool for data collection from a sample size of 100 participant.4. For ease in research and time constraints. Statistical test has been applied on the data that was collected to either except or reject the null or alternative hypothesis that were develop for the research project. 3.

which include males and females. Demographic trends describe the historical changes in demographics in a population over time (for example. race and ethnicity. secondly to create a clear and complete picture of the characteristics of a typical member of each segment. These types of data are used widely in sociology (and especially in the subfield of demography). Researchers typically have two objectives in this regard: first to determine what segments or subgroups exist in the overall population. and marketing.4. Commonly examined demographics include gender. FIGURE 1: GENDER DEMOGRAPHICS Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 31 . and even location. home ownership. race. the average age of a population may increase or decrease over time). age. employment status. Both distributions and trends of values within a demographic variable are of interest. Once these profiles are constructed. public policy. they can be used to develop a marketing strategy and marketing plan. The sample size of survey questionnaire is 100.1 ANALYSIS OF SAMPLE CHARACTERISTICS AND DEMOGRAPHICS Demographics are the most contemporary statistical characteristics of a population. The five types of demographics for marketing are age. income level. Demographics are about the population of a region and the culture of the people. disabilities. mobility. gender.

Demogeraphic _Total of Gender Female 35 35% Male Female Male 65 65% The captioned chart is describing the gender analysis of males and Females. FIGURE 2: DEMOGRAPHICS GENDER AGE SCALE Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 32 . which is (65% Males and 35% Females).

70 65 60 53 50 40 35 Male 30 Female 27 20 10 7 8 0 21 To 30 Years 31 To 40 Years 5 0 41 To 50 Years Total Age of gender This chart is presenting the age scale of Male and Female participant of the survey. FIGURE 3: DEMOGRAPHICS CONSUMPTION SEGMENTATION Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 33 . Males have contributed 65% and females contributes 35% share of the survey. the most participative in the ages of 21 years to 30 years.

However. It means there is a number of gender isolation in the usage of Tomato Ketchup. Here is statically defined demographics consumption segmentation chart of the Tomato Ketchup consumption segment.The customers in different ages who are consume Tomato Ketchup in different occasions. the highest ranking of the male is weekly basis. FIGURE 4: SHANGRILA BRAND CHOICE. 65 Gender 35 1 Never0 20 Occasionally 17 Female Male 14 Monthly 5 21 Weekly 5 9 8 Daily 0 10 20 30 40 50 60 70 The cumulative male and female data is describing that the mostly consumers of the Tomato Ketchup are consumes occasionally. MARKET SHARE Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 34 .

Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 35 . 32% Mitchels Knorr Others The total market share of the Shangrila is 45% as per the marked responded which is highest market share contribution in the competition in the market. 17% Shangrila .Knorr. 1% Mitchels. 5% Others. 45% Shangrila National National.

MARKET SHARE WITH GENDER 30 25 24 23 21 20 Male 15 Femal 12 10 9 5 5 5 1 0 Shangrla National Mitchels Knorr0 0 Others The gender wise market share of the Shangrila described that the market share of Shangrila is grater then others brands.FIGURE 5: SHANGRILA BRAND CHOICE. 4.2 DIFFERENCT TEST Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 36 .

The following table shows the calculations for the Cronbach’s alpha constant and reveals that since the value is between 0 and 1.854. The one–independent sample z test is a statistical procedure used to test hypotheses concerning the mean in a single population with a known variance.When we know the mean and standard deviation in a single population. The value of Cronbach’s alpha is 0.RELIABILITY STATISTICS Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items . the data collected through the questionnaires is reliable and valid and that there are no discrepancies involved in it. If the value of the constant lies between 0 and 1. it is important to determine the reliability of the data by calculating the Cronbach’s alpha constant. TABLE 1 .857 11 The Cronbach’s Alpha is the coefficient of reliability. Now the statistical analysis on the data can be performed with a high degree of accuracy and the reliability of results. the data collected is considered to be reliable and accurate which would in turn lead to reliable test results and effective recommendations to be made from the research. Before performing the statistical analysis of the data gathered. The z test of hypothesis for the mean follows the following formula and notations: Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 37 . which shows the pretty higher reliability of the results. Theoretically the value of alpha is varies from 0 to 1. we can use the one–independent sample z test.879 .

314466038 Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 38 . This test is the relationship between Positive Brand Image and consistently consumer buying behavior. TABLE 2: Z Test for Brand Image and Consumer Buying Behavior Data Null Hypothesis = Level of Significance Population Standard Deviation 1.05 0. Ho: Positive Brand Image has no impact on consumer buying behavior Ha: Positive Brand Image has impact on consumer buying behavior The Question is asking to the respondents that If Brand Image/Product Price/Reputation/Performance does not go well will you buy it. It means that the brand images doesn’t go well and its reputation is not consider as positive image in that market so would you like to purchase it (YES. No).H1: There is a relationship between positive Brand Image and consistent consumer buying behavior.5 0.

Sample Size
Sample Mean

100
0.11

Intermediate Calculations
Standard Error of the
Mean
0.031446604
Z Test Statistic
-44.2019116
Upper-Tail Test
Upper Critical Value
p-Value
Reject the null
hypothesis

1.644853627
0.04

Since the p value calculated is less than 5% for the calculated sample mean
and population standard deviation, and the z test statistic lies in the rejection
region, the null hypothesis has rejected.
This implies that positive brand image and reputation is positively
related in creating a consistently consumer buying behavior.

FIGURE: 6. IMPORTANCE OF BRAND IMAGE

Effect of Brand Image on Consumer Buying Behavior:
A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 39

31
No
55

4
Yes
9

0

10

20

30

40

50

60

The figure represents the result from survey questionnaire, which has the
sample size 100. The blue color shows the male responded answer and red
color shows the answer of Female.
The result depict that that 86% of the responded replied and agree to shift
from those brand who are going not well and their reputation considering
negative image.
It obviously is evidence for that the respondents agree that if the brand image
and its reputation does not go well so they will not go to buy this products.
The main objective of the consumer to buy product is product quality and its
prices and reputation. It has asked to the responded that the brand quality
and its reputation is not considering in good brand as compare to the product
competitors. The above figures represent the answer of the responded is No.
it means that the result represent the desire of the consumers that they will
not desire to buy this products.
H2: Different brand images lead to Differ product quality things.
The test shows the relation between the brand image of Shangrila perceived
by the customers and how it influence lead to the product quality things
Effect of Brand Image on Consumer Buying Behavior:
A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 40

Ho:
Ha:

Brand image has no lead to differ product quality
Brand image has leaded to differ product quality

The question asking to the respondent that, do low quality and less offers
prices increase the brand image? It means that a brand reduces their product
quality and offers low prices as compare to their competitors so the brand
image will increase do you (strongly Agree, Agree, Agree Neither Disagree,
Disagree, Strongly Disagree).
TABLE 3: Z Test for Product Quality
Data
Null Hypothesis
=
Level of Significance
Population Standard
Deviation
Sample Size
Sample Mean

3
0.05
1.333749935
100
3.17

Intermediate Calculations
Standard Error of the Mean
0.133374993
Z Test Statistic
1.274601749
Upper-Tail Test
Upper Critical Value
p-Value
Reject the null
hypothesis

1.644853627
0.04

Since the p value calculated is less than 5% for the calculated sample mean
and population standard deviation, and the z test statistic lies in the rejection
region, the null hypothesis has been rejected.

FIGURE: 7. IMPORTANCE OF LOW QUALITY BRAND IMAGE

Effect of Brand Image on Consumer Buying Behavior:
A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 41

It is middle options who are not agreeing or disagree that was 21% male and 17% female. This option given to choose those participants who are not confident about the question answer so they have chosen this option that was 21% Male and 17% Female. therefore the result reflects the highest contribution of males which is very dynamics. As the responded ratio of male is 65% which grater then females. The total cumulative contribution in the option not agrees that was only 19% Male and 11% females and the total gender is 30% of the survey. The dark blue color shows the Male answers and the red color shows the female answers. which has the sample size 100. The first option is strongly disagree where as 8% Male rating in survey and 5% females are strongly disagreed. Here is one option is remain which is agree or neither agree. Somewhere male rating is high and somewhere female rating higher. 11% Male disagree and 7% female disagree. Secondly. The last option was agree and strongly agree about that if the product quality reduces with low prices that brand image will Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 42 .Strongly Disagreed Disgreed 8 5 11 7 10 Neither Agreed nor Disagreed Female Agreed Strongly Agreed 0% 4 Male 21 17 15 2 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The figure depicts the result from survey questionnaire. Now let us elaborate above found result of the survey.

that the how it is impact on brand image in all the levels of consumer buying behavior. We got the result of last option agree and strongly agree that was 36% Male and 19% Female the cumulative contribution of this answer 55% of total gender which is highly contribution of the result. This test shows the relationship between the product knowledge with the brand image. Ho: Ha: Product knowledge has no impact on Brand image Product knowledge has impact on Brand image The question is asking to the respondents that will you identity the quality difference between different brandsYes.lead. It clearly shows that the respondents agree with that the Brand image can lead to differs product quality. H3: High product knowledge decreases the effect of brand images.5 Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 43 . No. TABLE 4 : Z test for Product Knowledge Data Null Hypothesis = 1.

and the z test statistic lies in the rejection region.91 Intermediate Calculations Standard Error of the Mean 0.287623491 100 0.05 0.Level of Significance Population Standard Deviation Sample Size Sample Mean 0.028762349 Z Test Statistic -20. the null hypothesis has been rejected. IMPORTANCE OF PORODUCT KNOWLEDGE Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 44 .51292811 Upper-Tail Test Upper Critical Value p-Value Reject the null hypothesis 1. FIGURE: 8.04 Since the p value calculated is less than 5% for the calculated sample mean and population standard deviation.644853627 0.

Female 35 0 No Yes Male 57 0% 8 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The figure depicts the result from survey questionnaire. which has the sample size 100. which describes that responded can identify the product quality difference in between others brands. There was 35% females has participant and the 100% females replied that she can identify the product quality with others brands and 57% males also replied that they can identify the difference product quality with other brand although 8% male replied opposite of that but it is very low contribution of this question. The dark blue color shows the option of YES. H4: There is a positive relationship between satisfaction and loyalty Intention. Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 45 . It is clearly shows that the responded has a product knowledge and it will increase the brand image because they have a product knowledge and can identify the produce difference with others brands. The total cumulative contribution of the total gender is 92% who are agree that they can identify the product quality difference with others brands.

5 0. No. TABLE 5: Z Test for Loyalty Intention Data Null Hypothesis = Level of Significance Population Standard Deviation Sample Size Sample Mean 1.479372485 100 0. Ho: Satisfaction has no impact on Loyalty intention. the null hypothesis has been rejected.04 Since the p value calculated is less than 5% for the calculated sample mean and population standard deviation.047937249 Z Test Statistic -17. Ha: Satisfaction has impact on Loyalty intention.05 0. This question asks the respondents that Do you switch to others brand if it is provide the promotion and discount.73151413 Upper-Tail Test Upper Critical Value p-Value Reject the null hypothesis 1.65 Intermediate Calculations Standard Error of the Mean 0. Yes.This test shows the relationship between the consumer satisfactions and his loyalty intention with the brand. and the z test statistic lies in the rejection region.644853627 0. Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 46 .

And 28% male replied they will never switch to others band if they are offering some promotional discounts. It means there is a positive relationship in between satisfaction of loyalty intention with the brand if they are satisfied then they will grow their loyalty intention with the brands. which has the sample size 100. The dark blue color shows the option yes. Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 47 . IMPORTANCE OF LOYALTY INTENTION Female 29 6 No Yes Male 37 0% 10% 20% 30% 28 40% 50% 60% 70% 80% 90% 100% The figure depicts the result from survey questionnaire. So the cumulative result that the 66% participant replied to switch others brand if they will switch to others brand if they will offers promotional discount. It is clearly shows that the respondents will prefer to switch others brand if they will avail promotion discounts. which describes that the respondents have the rating to switch others brand if its offers the some promotion discount that was the 29% female replied yes out of 36% and 37% male replied yes out of 65% of the total survey participants.FIGURE: 7.

The background of this research describes that why Shangrila brand is important. when Shangrila was establish in Pakistan. All these factors showed positive relationships with consumer buying behavior. it was shown that there are five factors of brand loyalty. which are the Brand Image. Promotional Price Discount. Overview of the foodstuff Industries in Pakistan.CHAPTER 5 . The 1st chapter basically stands as the introduction and the overall information of my topic. Product Knowledge. Performance. and why Brand Image is important. preferably promotional discount plays a significant role in influencing consumer’s decision-making and emphasis to buy products. consumers’ thirst for variety. through the questionnaires and the statistical analysis performed. The findings revealed that Brand Image and its reputation. Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 48 .CONCLUSIONS This chapter is the conclusion of my research. Relevance. through the background. of M/s Shangrila Brand Image of consumer buying behavior. Performance. Most of the results of the statistical analysis confirmed the existing theories of consumer buying behavior in the product of Tomato Ketchup. etc. From the analysis of this study. Basically some interesting factors that came to light through the research were the relationship between the overall Brand Image and feelings consumer buying behavior. The research showed that it was not easy to identify the factors that are effects on of brand images and the behavior of the consumers for a company’s products because there were many forces drawing consumers away such as competition. It can focused on the various sides that can be draw from the data collected. Product quality. Reputation. why consumer behavior is important.

The benefits of this research are lies on the research significance. which will work for the statistical analysis. The research model describes by identifying the dependent and independent variables in my research. These dependent and independent variables will help in creating and maintaining the statement. Reputation. The 2nd chapter describes the literature review of my research. (Independent Variables: Brand Image. Basically convenience sampling was used in this study. The objective of this study was to establish how Brand image affects the consumer buying behavior and their decision in the foodstuff Industry.. Foodstuff product manufacturers. the revenues and the competitors. Convenience sampling is one of the nonprobability sampling designs that are being used in this research. Brand Image. Product Knowledge. Relevance. Data was collected using structured questionnaire and personally administered. Consumer Buying Behavior). dependent Variables: Consumer Loyalty. The research design and their limitations tell us about the age brackets that in what age my research based on. These variables also described with the conceptualized research model. Performance.The 2nd thing which I have done in chapter – 1 is to create the problem statement: “To determine whether the brand image of product has an impact on the consumer decision making and buying behavior. Performance. The 3rd chapter describes the research methodology in which the theoretical framework have conducted. Promotion Price Discount. Product Knowledge. in which each and every variable (dependent or independent) described briefly. current popularity of Tomato Ketchup among youth. Reputation. relevance. The sample Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 49 . It may describes or modify the topic further. Promotional Price Discount.

they can be worn to expand a marketing strategy and marketing plan. Weekly. If we add both gender under age 21-30 so it will participate 80% in these survey. Second one is demographic gender age scale in this segment statistical analysis explain the gender respondent’s lies in age scale that is Male were 53% who are under age on 21-30. In this case. income level. I have drawn the bar chart which explain the consumers consumption segment who are using Tomato Ketchup Daily. The areas. Once these profiles are constructing. which concern are in Karachi.will comprise mainly of Sec A and Sec B males and females primarily between the ages of eighteen to fifty. It means that total highest responded were youth. The chapter 4 has described the data collection analysis. in this chapter I have analyses the data that is collected through the survey questionnaires. although about female 27% who are under age on 21-30. 8% 31-40. and 5% 4-50. Monthly. And in that chart males are about to 65% and females are about to 35% included. and secondly to generate an understandable and absolute portrait of the characteristics of a distinctive associate of each of segment. gender. Occasionally. and 0% 4-50 it means there were also highest contribution in females who are lies in under 21 – 30 which is similar to male. I have drawn I simple pie chart in order to describe the sample size of males and females. race and ethnicity. are under the age of (21 -50). Data is being collected through the survey questionnaires. The five types of demographics for marketing are age. Researchers characteristically have two objectives in this observe first to conclude what subdivision or subgroups continue living in the overall population. the sample size of 100 consumers who are using the Tomato Ketchup. Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 50 . Third one. 7% 31-40.

we got the 45% of Shangrila user in which 24% Male and 21% Females. The tests which are involved in this research were stands in two different terms. Statement 1: H1: The positive brand optimistically related with consistent consumer buying behavior. This session basically describes the overall variables which I have mention above. I have inter-linked it with the testing tools. The last one statistical analysis is to segregate the brand user in gender wise. The other thing which came in this chapter was the analysis of different tests. through bar charts and by taking different tests of statistical inferences. 32% National. null and alternative. That. This statement has described that the relationship between the Shangrila has a positive brand Image with their consistent customers.Fourth. Which is grater then others brands in both gender. Which is explaining the 45% Shangrila. or create/develop the relationship with each other. Including the question from the questionnaire. The other brand is national got the share by the responded 23% Male and 9% Females third one was Mitchels got the share by the responded 12% Male and 5% Females the second last is Knorr just male which is only 5% and last one was 1% of other brand in Male only. How the Shangrila positive brand image reflects Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 51 . 17% Mitchels. that how the statistical analysis on the data can be performed with a high degree of accuracy and the reliability of results. and only 1% is others brands customers. which are included in order to describes to overall statement along with the briefly explanations. 5% Knor. one is where I have described the analysis of Market share of Shangrila Brand compared with its competitors in the markets among the responded. how they inter-linked with each other.

which shows the results along with the statistical tools framework. According to the tests it shows the results in the negative. In addition. performance. The bar chart describes that how the consumer will behave if the brand image. In this statement has described the relationship between the Shangrila Brand image with the product quality. It means that how the Shangrila Product knowledge reflects the Brand image of Shangrila. Disagree. In order to describe Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 52 . Agree. it has been rejected. the results have been shown that the majority of respondents are included in the No Around 86% of respondents are involved. According to the tests it shows the results in the negative. The question asking to the responded that. which describes the null statement. which describes the null statement. In order to describe this process I have drawn a bar chart. Strongly Disagree). Will they buy product? Yes or No.on its consistent consumers. in this statement have described the relationship between high product knowledge with the Brand image. which is depicts the results. Statement 2: H2: Different brand images lead to differ product quality things. and its prices does not going well. It means that how the Shangrila Brand Image reflects the product quality of shangrila. it has been rejected. do low quality and less offer prices Increase the brand image? (Strongly Agree. The bar chart depicts the result that the respondents 55% agree with this statement. In order to describe the process I have drawn the bar chart. reputation. Statement 3: H3: High product knowledge decreases the effect of brand images. Neither agree disagree.

Statement 4: H4: There is a positive relationship between satisfaction and loyalty intention. It means there is a positive relationship in between satisfaction of loyalty intention with the brand if they are satisfied then they will grow their loyalty intention with the brands. The results clearly shows that the responded has a product knowledge and it will increase the brand image because they have a product knowledge and can identify the produce difference with others brands. According to the tests it shows the results in the negative. Something that recommends (expresses Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 53 .RECOMMENDATIONS Recommendation means something (as a course of action) that is recommendation as advisable. The consumer loyalty and consumer buying decision is important for an organization to ensure that its products is always keeps in the minds of consumers and prevent them from switching to other brands.this process I have drawn a bar chart. In this statement have described the relationship between the Satisfaction with the Loyalty intention. This question asks the respondents that Do you switch to others brand if it is provide the promotion and discount. it has been rejected. It means that how the Shangrila Promotional discount reflects the customer loyalty of Shangrila In order to describe this process I have drawn a bar chart. which describes the null statement. No. The purpose of this research is to investigate how the respondents influenced by factors of consumer buying behavior. which describes the null statement. Yes_No. it has been rejected. According to the tests it shows the results in the negative. The question describes that will you identify the quality difference between different brands Yes. CHAPTER 6 . The result definitely describe that the customer will prefer to switch other brand if they will avail promotional discounts. The question relates with the promotional discount rating point-of-view.

desirable. The attribute brand image and its reputation in the market can definitely be more important on consumer decision making than that of Product Price/Reputation/Performance others. or characteristic that gains a person a favorable reception or acceptance or admission.recommendation) of a person. Shangrila Brand Name is one of its major components in the foodstuff Industry. any quality. The recommendations will focus on the positive initiatives that Shangrila can take in order to remain the market leader in the Foodstuff Industry. If the statement is null statement is rejected this means relationship between variables (dependent or independent) does not exist and the respondents do not give importance to the variables been discussed. Brand Image is important for the firm to attract customers to purchase the product and influence repeat purchasing behavior. thing as worthy. The First hypothesis was the “positive brand image” and it has rejected because it is the null hypothesis. Consumers tend to perceive the products from an overall perspective. For many consumers. Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 54 . The relationship between Positive Brand image and consistently consumer buying behavior exactly will understand. because the positive Brand image is the identity of Shangrila products. The overview about the effect of positive brand image should be fear however because consumer reactions to a brand differential clearly depend on the magnitude of the differential as well as the brand loyalty which are considered. Every statement has a recommendation. associating with the brand name all the attributes and satisfaction experienced by the purchase and use of the product. which is totally depend upon the results of statement. positive brand image is a very important attribute.

Customer’s satisfaction in Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 55 . Shangrila brand has an individual identity in the market regarding the product quality because they are maintaining their product quality but as it has identify that if the company reduces their products quality and low offers prices so they can lose their customers. so he can identify the products quality and its taste. Although somewhere it observed that that firms take a risk to reduces their product quality and offers the low prices to take an advantage and retain the regular customers and attract the prospect customers. Product quality with other brands plays a crucial role. Product Knowledge is refers to product quality or its taste as concerned with the product. the customer will consider that the product is of low quality. This means that the quality of a product defined as “its ability to fulfill the customer’s needs and expectations”. and sustain their customers if there is a difference in prices with others brands.The Second hypothesis was the “Product quality differs with other brands” and it was rejected because it is the null hypothesis. As we. the customer will be pleased and consider that the product is of acceptable or even high quality. all knows that a product fulfils the customer’s expectations and desired. It is a powerful source of identity and helps to project the intended image of the product against the competition and in the process of positioning a brand in the minds of the target audience. If his or her expectations are not fulfill. So they have to maintain their customers with affordable prices. If the customer has product knowledge. The Fourth hypothesis was the “Satisfaction and loyalty intention” and it has rejected because it is the null hypothesis. There is need to educate to all Shangrila customers and consumers about their product knowledge to differentiate with others brands product. get the competitive edge. The Third hypothesis was the “Product knowledge” and it was rejected because it is the null hypothesis.

According to the survey this thing has proved that if the loyal customers of any company avail the some promotional discount to others company he will move abruptly even though he is concerned and has loyalty intention with his brand. Although customers loyalty intention is plays a very important role in the business world. You are kind requested to fill this Questionnaire with best of your Knowledge and Experience.terms of financial benefits has a core business concept. If company takes it seriously. Customer would become more loyal and satisfy to your product if company will also keen about their priority and satisfaction. Because customers satisfaction build the customer relationship and grow up the perfect brand image in customers mind.40 Age 41 . Either they take a seriously or not.50 Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 56 . This is a business terminology to evaluate as how much a promotional discount can offer by the company has been able to satisfy or please the customers.30 Age 31 . it can increase customer satisfaction because customer can think that company cares about them. Name (Optional) Gender: Male Female Age 21 . PPENDIX/ANNEXES RESEARCH QUESTIONNAIRE This Questionnaire is to be used to conduct a research on “Effect of Brand Image on consumers buying behavior”. Most of the times customers are very much keen about the behavior of the company towards their complains about the promotional discounts.

Strongly Agreed 4. In which brand are you loyal customer in Tomato Ketchup? (Shangrila. From where you usually purchase Tomato Ketchup? (Retailer. Mitchel’s. Will you identity the quality difference between different brands Yes _ No Q8. Do you switch to others brand if it’s provide the promotion and discount Yes_ No Q7. Q1. Strongly disagreed Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 57 . How frequently do you use Tomato Ketchup? (Daily. Super Store. Do you switch to others brand if its provide the good quality of the products. Do you believe that brand image is the important aspect of every product Yes _ No Q5. If Brand Image/Product Price/Reputation/Performance doesn’t go well will you buy it? Yes _ No 1. Super Market) Q2. Wholesaler. Q4. Please put the number as per your choice in the blank box given below. Monthly. Please tick the answer of your choice against each question. National. Weekly. Disagreed 1.1. Does packaging affect the brand image of a product? Yes _ No Yes _ No Q10. 5. Yes _ No Q6. Neither Agreed nor disagreed 2. Others) 2. Please encircle your answer. Agreed 3. Occasionally) Q3. Will you purchase those brands which has a good reputation in the market Q9.

How much do you agree that product and its performance create the Good brand Image .(2007). Q12. Q14.Q11. Q13 Do u agrees that maintain the product quality build the relationship in b/w Loyal Customer . Tam. How much do you agree that Brand reputation influence to buy product . BIBLIOGRAPHY 1. Q15. Effect of Brand Image on Consumer Buying Behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup CategoryPage 58 . keung. kwok. Does brand ambassadors or referral power increase its brands image and customer loyalty . Do low quality and less offers prices increase the brand image . Effect of brand image on consumer purchasing behavior. on Clothing: Comparison between China and the UK’s Consumers pp 1– 96.

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