Business administration 3rd year 1st group[Company address]

TITLE: How to improve a companys image?

BACKGROUND:
Organizations must strike the right balance in using all the tools at their disposal to
create a positive corporate image. First impressions do matter and todays
consumers wont hesitate to move on if they cant find what they are looking for
fast or if they dont like what they find.
I intend to find out the best and efficient ways to improve a companys image.

RESEARCH OBJECTIVES:
To examine what are the main issues that a companys facing by whom
consequence is a a bad image and what are the main steps to get this changed;
To identify the opinions of the customers about what they understand from a
strong image of a company, what are the main strengths that consumers are
pursuing on a companys values, how a company can gain their trust -brand
awareness;
To establish what are the main characteristics of a strong brand image;

METHODOLOGY
Descriptive statistics
For my Bachelor Thesis, I have developed a questionnaire that contains 16 questions with a
sample size of 30 respondents. The questionnaire was posted on Google Surveys.

Do you buy only branded products?

buy_branded_products
Frequency Percent
always
only in the case when
quality is most
Valid important
rarely
never
Total

Valid
Cumulative
Percent
Percent
40.0
40.0

12

40.0

13

43.3

43.3

83.3

4
1
30

13.3
3.3
100.0

13.3
3.3
100.0

96.7
100.0

The first question is directly linked to customers that chose to buy branded products. 13 of the
respondents said that they do buy branded products but only in the cases when quality is
important for them, 12 of them sad yes, no matter the situation, while 4 said never and only one
respondent had a negative answer.

Are you a loyal customer for the products you buy?

Loyal_customer_for_the_products
Frequency Percent
Valid
Cumulative
Percent
Percent
yes,i stick to the same
12
40.0
40.0
40.0
products
in some cases
9
30.0
30.0
70.0
Valid no, I like to keep
experimenting new
9
30.0
30.0
100.0
brands
Total
30
100.0
100.0
At the question Are you a loyal customer for the products you buy?, the highest number of
respondents answered that they do stick to the same brand, while 9 said in some cases yes, that
means they do have some specific products that they buy and have the same brand and 9 of them
said that they like experimenting new brand, in a market where rapid changes takes place and
new market is developing new brands that seem to attract this type of customers.

Are you a price sensitive?

yes
Valid no
Total

Price_sensitive
Frequency Percent
Valid
Percent
17
56.7
56.7
13
43.3
43.3
30
100.0
100.0

Cumulative
Percent
56.7
100.0

At the 3rd question, 17 respondents answered that they are a price sensitive customers and 13 of
them had a negative answer. This question was applied in order to see the level of importance
that price have on the customers choice. The majority resulted in being in fact a price sensitive
customers.

Will you stick to the same brand if their price will be increased (while you are loyal customer to
the product)?
Same_brand_if_price_will_increase
Frequency Percent
Valid
Cumulative
Percent
Percent
Up to a certain limit in
10
33.3
33.3
33.3
price increase
yes
11
36.7
36.7
70.0
Valid
no,I may look for other
9
30.0
30.0
100.0
brands
Total
30
100.0
100.0
At the next question, which was related to the fidelity of the customers when it comes to a
specific brand that they do use, was if they will stick to the same brand if the price will increase.
The majority, 11 of them, answered that yes, they will stick to the same brand even if there will
be a price increase, but not far from the second types of customer with 10 answered responded
that they will stick do the same brand up to a certain limit in price increase. The rest of 9
respondends agree with the fact they will look for other brand that satisfy the price criteria that
they have regarding the brand they buy.

Which of the following is important for you when buying a product?

Price
Qualit
Valid
y
Total

Following_when_buy_a_product
Frequency Percent
Valid
Percent
8
26.7
26.7
22

73.3

73.3

30

100.0

100.0

Cumulative
Percent
26.7
100.0

At the next question, that reffered to what is important for the customers when they buy a
product, quality seems to be the most important: 22 from a total of 30 said that for them quality
is primordial and for only 8 price is important. This question brought me to the idea that
nowadays customer are willing to pay more for a product if the quality satisfy theyre needs.
Does country of origin affect the choice of the brand you buy?
Statistics
country_of_origin
Valid
N
Missing
Mode

yes
Valid no
Total

30
0
2

country_of_origin
Frequency Percent
Valid
Percent
6
20.0
20.0
24
80.0
80.0
30
100.0
100.0

Cumulative
Percent
20.0
100.0

At the question, Does country of origin affect the choice of the brand you buy?, the majority of
the respondents, 24 answered that for them the country of origin is not important while only 6
said that for them this can be a feature of a brand when they chose what to buy.

Do you believe brands specifically advertised by celebrities are of a good quality?

Statistics
brands_specifically_advertised
Valid
30
N
Missing
0
Kurtosis
-.978
Std. Error of
.833
Kurtosis

At the next question that was related to the fact that if they believe brands being advertised by
celebrities are of a good quality, the majority (17 from 30 respondends), agreed that the
advertised brand are more qualitative, 7 of them had a negative answer while 6 responded that in
some cases, maybe. This answered are showing in fact that advertising is very important. Mass
Media plays an important role when in comes to image of the brand and this will be a very
important aspect that I will next develop.

yes
no
Valid in some cases,
maybe
Total

brands_specifically_advertised
Frequency Percent
Valid
Percent
17
56.7
56.7
7
23.3
23.3
6

20.0

20.0

30

100.0

100.0

Cumulative
Percent
56.7
80.0
100.0

Does association of a brand to a famous star lead you to preference?

association_of_a_brand_to_a_famous_star
Frequency Percent
Valid
Percent
yes
23
76.7
76.7
i do not mind
6
20.0
20.0
Valid depends what I
1
3.3
3.3
buy
Total
30
100.0
100.0

Cumulative
Percent
76.7
96.7
100.0

At the next question, Does association of a brand to a famous star lead you to preference?, 23
of the total number of respondends had a positive answer while 6 had a negative answer and only
1 customer said that is depending on what they buy. These answears provide the conclusion that
people trust in the celebritiess choice because maybe of their lifestyle so they will choose to buy
a product branded with a celebritys image rather than to chose a product which is not advertised
with a famous stars image. This is a very widely developed market strategy for the brands in
order to attract customers.

What do you think about ranking the brands?

ranking_brands
Frequency
Percent
Valid

they are biased and

influenced

17

56.7

Valid Percent
56.7

Cumulative
Percent
56.7

they are fair and give a true

picture
not fully reliable but i think
they are ok
Total

30.0

30.0

86.7

13.3

13.3

100.0

30

100.0

100.0

When customers were asked what they think about ranking the brand, 17 of them answered that
there are biased and influenced, 9 of them that theyre fair and give a true picture while only 4 of
them said that rankings are not being fully reliable but they are ok. That means that customers do
not believe in the fairness of some specific instruments.

Do the brands you prefer align to your values and beliefs?

align_with_your_values_and_beliefs
Frequency Percent
Valid
Percent
yes
13
43.3
43.3
no
6
20.0
20.0
Valid
sometimes
11
36.7
36.7
Total
30
100.0
100.0

Cumulative
Percent
43.3
63.3
100.0

When respondends were asked if they are chosing brand that best align to their beliefs and
values, the majority, 13, had a positive answear, 11 said sometimes and 6 had a negative answear.
What makes you notice a brand?

What_makes_you_notice_a_brand
Frequency Percent
Valid
Percent
Quality
8
26.7
26.7
Advertising
6
20.0
20.0
Endorsing
Valid
1
3.3
3.3
celebrity
Good Price
15
50.0
50.0
Total
30
100.0
100.0

Cumulative
Percent
26.7
46.7
50.0
100.0

At the question, What makes you notice a brand?, the Good Price option was chosed
for half of the total number of respondends, 8 chosed quality, 6 advertising and only 1
chose endorsing celebrity. This answears show that in the first instance, the good price
attracts the customers.

What means of advertising persuades you the most to purchase a product?

Statistics
Advertising_persuades_yo
u_the_most_to_purchase
Valid
30
N
Missing
0
Mode
2

Advertising_persuades_you_the_most_to_purchase
Frequency Percent
Valid
Cumulative
Percent
Percent
Valid Newspaper/magazine
7
23.3
23.3
23.3
s
Internet
19
63.3
63.3
86.7

Mass media
Total

4
30

13.3
100.0

13.3
100.0

100.0

When respondends were asked what type of advertising persuades them to purchase a
product, 19 responded Internet, 7 Newspapers and 4 Mass Media. That conclude the fact
that nowadays, Internet is the communication channel that best provide fully reliable
information and customers are keeping in touch the most with.

Do you like to try new brands?

yes
Valid no
Total

Do_you_like_to_try_new_brands
Frequency Percent
Valid
Percent
20
66.7
66.7
10
33.3
33.3
30
100.0
100.0

Cumulative
Percent
66.7
100.0

When respondends were asked if they like to try new brands, more than half had a
positive answear (20) while just 10 had a negative answear. This shows that new
developing brands can have the chance to demonstrate their competitive advantage
because people nowadays have a lot of choices in a widely developed market area.

Is location where products for a specific brand is important to you?

Is_location_important_to_you

Frequency Percent
Yes
No
Better be close to my
Valid
location or work place
Sometimes
Total

Valid
Cumulative
Percent
Percent
10.0
10.0
73.3
83.3

3
22

10.0
73.3

10.0

10.0

93.3

2
30

6.7
100.0

6.7
100.0

100.0

When people were asked if for them location of sale is an important aspect for them, 22
responded no, 3 of them said that will be better if the location of sale will be close their location
or work place, 2 of them answered Sometimes and only 3 responded had a positive answear.

What age are you?

Age
Frequency
Percent

Valid
Missing
Total

Less than 25
25-35
35-45
Total
System

16
12
2
30
1
31

51.6
38.7
6.5
96.8
3.2
100.0

Valid Percent
53.3
40.0
6.7
100.0

Cumulative
Percent
53.3
93.3
100.0

At the first demographic question related to the age of the respondends, 16 of them had less than
25, 12 of them had the age between 25 and 35 and only 2 of them have the age between 35 and
45. Younger respondends do shopping more often.

What gender are you?

Gender
Frequency Percent
Female
Valid Male
Total

23
7
30

76.7
23.3
100.0

Valid
Percent
76.7
23.3
100.0

Cumulative
Percent
76.7
100.0

From the total number of respondends, 23 were females and only 7 males. That means that
women are definitely the ones that most do shopping.