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Running Head: IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

Impact of Brand on Consumer Purchase Intentions


Name
Institutional Affiliation

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

Table of Contents
1.1 Significance of the study............................................................................................ 5
1.2 Problem Statement................................................................................................... 6
1.3 Theoretical Framework.............................................................................................. 6
1.4 Theoretical Framework Model..................................................................................... 7
1.5 Hypothesis Development........................................................................................... 7
Literature Review............................................................................................................ 8
Methodology................................................................................................................ 17
3.1 Nature of research.................................................................................................. 17
3.2 Data Collection..................................................................................................... 17
3.3 Instruments and Measures........................................................................................ 18
3.3.1 Descriptive Analysis.......................................................................................... 18
3.3.2 Time Series Regression and Correlation Model.........................................................18
3.4 Explanation of Variables....................................................................................... 18
3.4.1 Brand Image................................................................................................... 19
3.4.2 Product quality................................................................................................ 19
3.4.3 Product involvement.......................................................................................... 19
3.4.4 Product knowledge........................................................................................... 19
Data Analysis................................................................................................................ 20
4.1 Analysis using Descriptive Statistics...........................................................................20
4.1.1 Table No. 1: Descriptive Statistics.........................................................................21
4.2 Regression Analysis................................................................................................ 22
4.2.1 Table No. 2 Regression Analysis Table....................................................................23
4.3 Correlation Analysis............................................................................................... 24
4.3.1 Table No. 3: Correlation Analysis Table..................................................................25
Conclusion and Recommendations..................................................................................... 27
References................................................................................................................... 29
Appendix..................................................................................................................... 34
Appendix No. 1 Proposal.............................................................................................. 34
Appendix No. 2 Data................................................................................................... 38
Appendix No. 3 Questionnaire....................................................................................... 40

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

Introduction
The term purchase intention is linked with the promise to self about the purchase decision
of product on further need of a product. Organizations are engaged in increasing their sales, so it
is of much importance for organization in promoting or increasing the sales of specific product.
Purchase intention is linked with the concept of the retention of customers (Graeff, 1998). It has
been seen that for long time consumer only purchase the products of those brands which provide
high quality. Some of the top brand like Coca Cola has involved number of different branding
strategies to improve the brand image. Brand image helps organization in improving financial
performance of an organization. Branding of any business impact both type of businesses,
service and manufacturing. According to a research customer s preferences could be mold or
change while bringing a significant change in methods used by organization for branding
(Creyer, 1997).
Major aim of this study is to determine the factors of branding could have a significant
impact on the perception of customer about companys product. As business environment is
getting competitive day by day, four important factors are discovered which could impact the
purchase intention of customer, these factors includes image of brand in market, quality of
products available for sale, knowledge about the product and involvement of customer in
production process of product (Li, Daugherty, & Biocca, 2002). It has been seen that these
factors have a significant impact on molding behavior of customers. It is important for the
employers and top management to determine the impact of above mentioned factors on
customers to improve purchase intention of customers. Those businesses which are unable to
understand the factors of branding may lead to file bankruptcy. Logo used for the business and
brand name is important aspects which have strong influence on customers (Grewal, Krishnan,

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

Baker, & Borin, 1998). Brand image contains many characteristics like environment of business,
quality of product manufactured and information provided for the product. These factors have
made brand image an important factor of decision making process of consumer. Quality of
product is also linked with brand recognition.
High quality of products provided by business to its customers satisfies their customers
and customer satisfaction leads to increase in purchase intentions of buying product again.
Globalization has also played an important role in shifting the attention of employers towards
branding (Cobb-Walgren, Ruble, & Donthu, 1995). Due to globalization competition has
increased in market and customers have more options to consider while purchasing any product.
Employers are considering involving customer in conception stage of product life cycle. It helps
in determining needs of customers and to enable them to make product according to their needs.
This leads to satisfaction of customer and affects decision making process of customer.
Knowledge of product also plays an important role in decision making process of customer. It
has been that organizations which provide the information about the product to customer through
advertising and promotion have improved the percentage of sales. It could be linked to purchase
intent of customer. There are different factors in branding which could impact the purchase
intention of the customers (Laroche, Kim, & Zhou, 1996). Some of the factors are brand image,
quality of the product, knowledge of the product, involvement of customer in designing and
developing of product, loyalty and attributes of the product.
This research is based on determining the factors which has a huge impact on the
purchase intentions of customer; it will shows the customer buying behavior that how customers
make decision of buying branded products. It will also help in determining factors among all the
aspects, which has a strong influence on purchase intention (Olson & Mitchell, 2000). As the

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

markets are getting competitive day by day, and it is getting difficult to penetrate in the market in
the presence of the competitors. Organizations are looking for the right features of the products
or services which customers needs to remain competitive. So it is important for organization to
determine the factors, which could influence the purchase intentions of customers.
Due to increase in competition and availability of alternatives have made customers price
sensitive, so these things like brand image, product quality, product knowledge and product
involvement have become so important. Customers only pay for products or services, which gain
their confidence (Batra & Homer, 2004). Confidence of customer is based on above mentioned
factors, so we could say that these factors have a significant impact on purchase intentions of
customers. Large number of businesses is paying attention in advertising and promotion of their
products because product knowledge also plays a significant role in shaping purchase decision of
customers. It has been seen that, firms which are engaged in corporate social responsibility i-e
making environment safe has increased the overall image of brand in customers eyes. These
activities increases customers confidence in brand and prefer their products while making a
purchase decision. As consumers are becoming conscious in making purchase decision and they
only buy familiar and products of favorable brands. It has become important for businesses to
motivate their customers to like their products. Brand awareness affects the decision of
customers, whenever a customer decides to buy a product; next thing which comes to his or her
mind is brand name. It shows that product is having brand awareness and products having high
brand awareness usually possess large market share and perception of high quality (Zboja &
Voorhees, 2006). It shows that brand awareness or brand image has significant impact on
purchase intention of customers. Brand equity also play an important or major role in purchase
intentions, brand equity includes brand attitude and brand image.

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

The major purpose of this study is to determine the factors which have a significant
impact on the purchase intention. As purchase intention is an important concept relating to
product purchase decision, purchase intention and purchase behavior has positive relationship.
Therefore each brand tries to incorporate the factors which could affect these intentions.
According to a research brand image and product involvement has an indirect, whereas consumer
satisfaction has a direct impact on purchase intention (Dodds, Monroe, & Grewal, 1991). There
is mixed views of relationship between product quality and purchase intention. Some scholars
consider it as indirect and some are considered it as direct relationship. Purchase intention or
purchase behavior is comprised on different factors, some of which are values customer and
involvement of customer in designing and making of product. Product involvement is linked
with the product class designed and manufactured on the demands and needs of consumer.
Brands which have an involvement of customer in designing products have larger sales
comparatively with those which have less customer involvement in designing of product.
Product involvement has direct effect on satisfaction level of customer which leads to the desire
to re purchase the product or service of specified brand (Chi, Yeh, & Yang, 2009).
1.1 Significance of the study
This research will help the marketing field and practitioners of marketing in making their
knowledge strong on the basis of empirical evidence. It will also help in increasing awareness in
market for the concept branding because of the availability of numerous unbranded products.
This research will be based on the customer driven approach, because most of the organization in
the market are focusing on organizational based approach. Customer driven approach will help
the organization in determining the perception of the customers about the brand and their efforts
of marketing, which in result will help in improving the strategies and for effective solutions of
existing problem.

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

1.2 Problem Statement


Every business is trying to increase their revenues, business are spending huge amounts
on advertising to improve the reputation of brand in customer eyes. A lot of research has been
conducted on determining the impact of product quality, brand image, product knowledge and
product involvement on purchase intention.
Is there a correlation between branding and purchase intention.
This study is based on determining the relationship between branding and purchase
intentions. Like level of branding has an impact on purchase intention of consumer or not, to
determine the impact; main problem is divided into four questions.
1.
2.
3.
4.

What is the relation between brand image and purchase intention?


How level of product quality influence consumer purchase intention?
Is there any relation between product knowledge and purchase intention?
How does product involvement influence purchase intention?

1.3 Theoretical Framework


Before the analysis of statistical data, this heads includes the explanation of variables
included in this study which are considered important for the explanation of the concept
identified in this study. As there are four independent variables and one dependent variable is
involved in study. Independent variables includes, brand image, product quality, product
knowledge and product involvement, whereas dependent variable is the purchase intentions of
consumers. This study is conducted to determine the impact of branding on purchase intentions.

1.4 Theoretical Framework Model


Brand Image

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

H1

Product
Quality

H2

Purchase
Intention

H3
Product
knowledge

H4
Product
Involvement

1.5 Hypothesis Development


Hypothesis could be developed with the help of market information and literature review,
this study involves four hypotheses.
H1: Brand Image has a significant impact on purchase intention.
H2: Product quality has significant impact on purchase intention.
H3: Product knowledge has significant impact on purchase intention.
H4: Product involvement has significant impact on purchase intention.

Literature Review
According to a research purchase intention is that number of customers having proposal
of purchasing product of the brand, and to make repurchase decisions in the future. It also
involves the contact of customer again for the specific product (Chang & Liu, 2009). Purchase
decision of customer involves four behaviors; first is the planning of the customer about the

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

purchase of the product, preference of customer to the product (thinking unequally), on receiving
the information or even in response to other marketers and lastly the purchase of the specific
product. the marvel of "procurement plan" as the anticipated conduct of buyers on short premise
about the redundancy buy of particular Product i.e. when somebody chose to purchase the
Product at whatever point he/she will come back again to the market. Purchase aim is the hidden
attempt to one's self to purchase the Product again at whatever point one makes next trek to the
business (Bai, Law, & Wen, 2008).
This is a multi-step handle firstly the customer gather the data about the sought brand
then assess its traits by utilizing the Product on the off chance that it suits with the expectations
of the purchaser after that they begin intuition to settle on buy choice when he/she make one buy
endeavor of the particular brand (Delgado-Ballester & Munuera-Alemn, 2001), this buyer have
encountered by and by now they would have complete Product learning about the Product if the
shopper is fulfilled from the specific brand they would totally reconsider or to show enthusiasm
to buy again the specific brand this is called "purchase intention" (Cretu & Brodie, 2007).
Another prospect is brand image as the positive and negative feeling about the brand regarding
the psyche of the buyers suddenly or when they review their recollections.
They have the perspective that there are three parts of brand picture which make the
entire picture of the brand which are; favorability, quality, and uniqueness. As per an examination
brand picture as far as the mentality of the buyers about the specific brand which serves to point
it and thinking about the purchasers in the noteworthy approach to make the Product unique in
relation to others, the sensation by utilizing showcasing sense to clarify it as the arrangement of
proclamations given to the target business sector to catch the buy plans of the focused on
customers (Cobb-Walgren, Ruble, & Donthu, 1995). Quality of product is approximately which

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takes after with the characteristic brilliance, which mean, it originates from the generation level
and it ought to be unmistakable. They stressed that quality ought to comprise of quantifiable
highlights rather than inclinations. Product quality is the game changer of the Product on the
rival Product.
It incorporates the structure and fabricated outline of the Product. Product quality is that
which fulfill the needs of a definitive clients which may incorporate distinctive highlights and
this quality would completely improve the execution of the Product. It is the data which is
separated by the purchasers mind, in the wake of making certain expense and advantage
examination this information propels the customer to translate the conclusion which could
conceivably be obtaining behavior. This is same phenomena regarding highlights of the Product
which influenced all the methodology of the choice making. This information may differ from
shopper to purchaser because of diverse level of affectability of their brain. Here the attention is
principally on buy expectation so Product information would have awesome arrangement of
effect on buy conduct of the purchasers (Jamal & Goode, 2001).
Studies of social sciences has showed that customer attitude towards purchase decision is
based perceived knowledge of customer about the product. Knowledge of product influence the
strength of attitude of consumer, so if a customer has more knowledge of product or service than
it may end up in purchase of specific product. Product involvement is another factor which
affects customer purchase behavior (Chang & Wildt, 1994). Product of high involvement affects
the consumer behavior in initial stages of product purchase behavior, whereas later stages lead to
purchasing of product. In comparison with it, lower product involvement leads to decrease in the
number of sales. The main reason of reduction in sale is less motivation to purchase the product
because of less knowledge about the product. Another study on product involvement state that

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highly involved customers show different behavior while making purchase in comparatively with
consumers of less involved. Major source of product knowledge is advertising, large number of
businesses and organizations are using advertisement to provide knowledge of product to their
customers (Cronin, Brady, Tomas, & Hult, 2000).
Involvement of product has regularly been viewed as one of the imperative mediators that
focus choices to buy the product. Contribution is by and large characterized as far as saw
individual significance and is delegated either situational or persevering. Boosts, signs, and
possibilities in a buyer's prompt surroundings may work as situational wellsprings of inclusion.
For instance, deals advancements, for example, rebates, coupons, and value diminishments,
make possibilities in consumers' decision situations that may actuate by and by applicable
objectives and qualities. In buyer research, outer jolts are regularly used to control the level of
association tentatively (Chiao, 2001). Every manufacturing firm and service firm tries to make a
strong and favorable association of product with customer through messages in terms of
advertisements. In one study there were four model made to determine the relationship between
purchase intention and advertisement. Results have showed that these models have a positive and
direct relationship with purchase intention of customers. Attitude of consumer is based on brand
image, i-e evaluation, attitude and response of customer or consumer towards the brand.
Past experience, promotions, and brand image are determinants of brand disposition,
which thus impacts brand reliability (repurchase plans). As indicated by the hypothesis of
contemplated activity, brand mentality is a component of convictions that a brand has alluring or
undesirable traits and assessments of these characteristics (Elliott & Cameron, 1994). Past
experience, advertisements, also, corporate picture are prone to impact these convictions or
assessments (or both) and, in this way, mark state of mind. What's more to the direct impacts of

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consumer loyalty on faithfulness, our model sets that brand mentality which intervenes the
consequences for dependability of consumer loyalty, demeanor toward advertisements, and
corporate picture; that is, the three variables have backhanded impacts on dependability by
means of brand attitude. Seen quality has been characterized as the buyer's judgment about an
Product's general greatness or predominance. Seen quality contrasts from target quality.
Perceived Product quality is a worldwide evaluation portrayed by a high deliberation level and
alludes to a particular utilization setting (Teas & Agarwal, 2000). Target quality alludes to the
genuine specialized greatness of the Product that can be confirmed and measured Perceived
Product quality goes about as an arbiter between extraneous signs and saw client esteem, though
it has been contended that cost is one of most essential outward signal of Product quality places
that a general cost and quality relationship does not exist if different prompts are utilized also.
Repurchase propositions, alongside dependability, readiness to pay a value premium,
informal, and grumbling speak to the five behavioral plans (D'Souza, Taghian, & Khosla, 2007).
The faithfulness and repurchase expectations parts of the scientific classification are most
comparative in nature. Oliver (1997), for instance, operationalizes activity reliability as rehash
usage. Other additionally utilizes repurchase plans as a component of faithfulness in brand and
store settings respectively. There is some civil argument in the writing in regards to fulfillments
influence on repurchase aims and loyalty (Bian & Moutinho, 2011). Many have discovered a
direct link; while others propose that trust is the predominant predecessor of repurchase
propositions. The level headed discussion has plainly not yet been settled and discovered both
trust and fulfillment to have solid constructive outcomes on client maintenance. Each individual
has diverse personality so as brand, consumer only purchase product whose personality relates to

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personality of brand, and all businesses are engaged in developing a personality which customer
prefers (Park & Kim, 2009).
Brand image is considered the aggregate what's more, general identity in the customers
mind. Brand picture relies on the real picture of the firm in buyers' brain. An interesting
arrangement of relationship in the psyche of customers conveys desires. Image of brand creation
is viewed as key for client fascination and maintenance. Buyers have evoked arrangement of
brands, while picking a brand the picture help buyer in buy choice. Picture of a brand separate
the brands from contender's brands (Park & Lessig, 1981). Buyer necessities rely on upon
Product quality. Quality of product is judgment of purchasers' demeanor. Product quality is
essential figure influencing choice making methodology. Product quality is an appraisal about
the Product conveyance fits in with the client desires. Product quality and buy proposition has a
positive connection. A decent Product quality has a positive association with buy expectations
what's more; buyers build the quantity of visits to store. At the point when a store gives better
administration quality, fulfillment of customers increment towards a store and the buy
expectation of Products likewise increments (Oh, 2000).
As indicated by an examination, non-monetary elements have an incredible effect on
buyer buy plan. Some researcher has built a model which inspect the impact of social and
identity characteristics on customer buy choice. Instructive helplessness is the structure social
powerlessness. Enlightening vulnerability implies supposition of others. It can impact brand
image. In the viewpoint of core brand picture and in the connection of augmentation of a brand
one conspicuous issue is the quality of a brand which is indispensable part when broadening the
brand process (Berger, Ratchford, & Haines, 1994). More established studies finished that the
quality of the brand is seen both as equitably and subjectively. It is said that piece of the pie,

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channel fortress, dissemination, and special and publicizing expenses are calling attention to
impartially. The two parts of center brand picture; mindfulness for the brand what's more,
inclination for the brand has an effect on center brand picture and is decidedly connected with
the demeanor of the center brand. Also for the compelling marking, importance and mindfulness
both are essential (Park, Lee, & Han, 2007).
Investigate the brand, it speaks to the capacity of creating cooperative energy impact of
complete endeavors of the showcasing that embeds and stretch the presence of an picture in the
psyches of buyer, and include some assistance to the company's prosperity with the assistance of
stronger money streams what's more, higher values as far as the shareholders. Environment and
nature of the store absolutely affects the impression of nature of private mark brands. In
opposition to it, the similitude among national brand and picture of the store shows negative
effect on the nature of private mark brands. Another definition The corporate brand is a
profitable immaterial resource, that is hard to impersonate, and which may help to accomplish
supported predominant budgetary execution. It has been seen that Consumers frequently implant
data in notices into simple presentations all through the globe (Dholakia, 2001). The responses to
notices are not as being what is indicated legitimate. However the models like demeanor, inserted
data, and other such models maybe loan better conceivable outcomes to shape brand mentality.
Operationalized meaning of brand state of mind as buyer mentality in a unidimensional sense as
the entirety of the results of convictions times assessments, it might be productive to analyze
mentality as multidimensional develops comprising of systems of interconnected convictions and
assessments (Quester & Smart, 1998).
According to Wang told that individuals of China who have reasonableness lavish
imported marked things of attire, they are getting to be open in expansive number to stylish

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styles universally and interest for imported brand items expanding because of varieties in
conduct of the buyer and also developing buying force. As indicated by researchers under these
circumstances, clients must depend, just on outward qualities of the item. Power of the purchaser
depends on sparing choices which need that the individual successfully discovers salary
perspective of present and future utilizations. Shoppers ought to comply with their practices in
the past for the items specifically sort (e.g. brand dependability or periodic purchasing) in
development of the choice for the buy of the item. According to Sproles and Kendall, a shopper's
decision making style is "a mental introduction describing a shopper's way to deal with settling
on decisions" (Tsiotsou, 2006). Purchase intent has a significant impact on buying behavior of
customer, greater the amount of intent leads to increase in purchase of that product. Intention to
purchase product comes into thought when a client is doubtlessly endeavoring to buy some item
or administration. For advertisers buy aim is of unlimited significance as their determined
customer conduct is very reliant on this buy expectation of the clients. Anticipating customer
conduct is a standout amongst the most lethal assignments for any business as it continues
adjusting under the impacts of obscure and suspicious variables; in this way prompting a
Purchase proposition may sum the possibilities of a purchaser to buy a maker, bigger the
purchaser goal is, the bigger a buyers aim to buy a merchandise (Jiang, Chan, Tan, & Chua,
2010).

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Methodology
This chapter will present a justification and description of the research methods and
procedures that have been used in this study in order to address the objectives of this research
presented in Chapter One. Firstly, a discussion on the research paradigms relevant to the present
study is presented with main focus on the interpretivist and positivistic paradigms. The detailed
explanation of the pragmatism approach was adopted as a productive approach, to conduct the
research in this study are also presented. The research methods selected involve qualitative

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survey. The explanation and acknowledgement of the limitations of the methodological


approaches is also provided. The chapter is concluded with a discussion of the ethical
considerations that were taken during the conduct and planning phases of the study.
3.1 Nature of research
In this study, an effort is put in determining gap between the literature and problems
existing in the market relating to factors affecting purchase intentions. Impact on brand on
purchase intention is the main problem area; deductive approach is used because hypotheses are
made on the basis of existing theories. For this a quantitative study is conducted. Results of
quantitative study will help in obtaining the results regarding the impact of product quality, brand
image, product knowledge, and product involvement on decision making process of customers.
To determine the impact of brand on purchase intention, data is collected from customers
or buyer from different markets. One hundred questionnaires were filled in surveys.
3.2 Data Collection
Data collection techniques which are used to conduct the research are survey
(Questionnaires). To accomplish the main purpose of study sample size selected was 150, out of
which 100 questionnaires were filled properly, so sample size is 100 random customers from
market.
3.3 Instruments and Measures
Data analysis technique is used to determine the conclusion or solution of problem by
transforming data. Data utilized in analyzing the impact of brand on purchase intention, collected
through questionnaires. To analyze the data SPSS will be used. To calculate and analyze the data,
following framework was made to reach the solution.

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3.3.1 Descriptive Analysis


Descriptive statistics is normally a set of different descriptive coefficients that represents
the summary of the sample size. This analysis helps in determining the central tendency and
measures of dispersion. Mean and median is used to determine the central tendency whereas for
dispersion and minimum and maximum variables, standard deviation, skewness or kurtosis is
used respectively.
3.3.2 Time Series Regression and Correlation Model
Another analysis named time series regression model is conducted to determine the
significance and relationship. This method gives a number of results showing whether the
variables are correlated, results are significant or not. R-square value tells the percentage of
impact that independent variable has on dependent variable, and remaining value of percentage
shows that dependent variable is affected by other variables. F-statistic shows the relation
between the variables used in the models; if the value is above 4 then it shows there is a
relationship between the variables whereas if the value is less then it shows these variables are
not linked. Durbin-Watson value shows the autocorrelation and its value should be less than 2.
3.4 Explanation of Variables
To complete the study, data collected is analyzed through SPSS by incorporating
independent and dependent variable.
3.4.1 Brand Image
In analyzing the impact of brand on purchase intention, brand image plays a significant
role. Brand image relates with the perception of customer or consumer about the product. It has
been seen that in decision making process brand awareness impacts the buyer decision. In this
study brand image is taken as independent variable.

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3.4.2 Product quality


Product quality is also an important factor in determining the impact on purchase
intention. Number of researches has concluded that brands which provide high quality product or
service have increased their revenues or sales. It is also an independent variable.
3.4.3 Product involvement
Another independent variable is the product involvement. Product involvement is to
make products or service according to needs and demands of consumers. Product involvement is
the involvement of consumer is designing of product.
3.4.4 Product knowledge
Product knowledge is another variable which could affect the purchase intention of
consumers. Product knowledge is linked with the information regarding the product, either in
terms of ingredients or description. Brands use advertising and promotion to give customers
knowledge about the product.

Data Analysis
In analysis of data, this study has used three different techniques in SPSS i-e Descriptive
Statistics, Regression Analysis and Correlation analysis. Findings of these tests will help in
accepting or rejecting hypotheses. To determine the impact of brand we have used four
determinants, which represent brand. Coming heads includes interpretation of independent
variables and correlation with the purchase intention. All the three techniques will help in

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determining significance and reliability of results. Descriptive statistics will provide the values of
mean, standard deviation and skewness. Correlation analysis and regression analysis will give
the value of correlation and probability that will show whether these two variables are correlated
or not along with intensity and direction. In this analysis value of t-statistics should be at least 2
or more, whereas the value of correlation should be between -1 to +1. Negative and positive
signs show the direction of the relationship. If the value of the correlation is less than 0.5 it
shows that there is weak correlation and more than 0.5 shows strong correlation between the
variables.
4.1 Analysis using Descriptive Statistics
In this study four independent and one dependent variable is used to determine the impact of
brand on purchase intention. After using the data of 100 questionnaires in Descriptive Statistics
will give us the values of mean, standard deviation and skewness. Mean value show the central
tendency of data collected, standard deviation shows the risk and dispersion of data to show
whether data is scattered or not. In last skewness shows the position of a tale to show whether the
data is negatively skewed or positively skewed. These values of all variables are given in
following table.
4.1.1 Table No. 1: Descriptive Statistics
Descriptive Statistics
Std.

Purchase
Intention
Brand Image
Product Quality

N
Statistic
100

Mean
Statistic
72.5000

Deviation
Statistic
18.46425

100
100

68.1167
71.2667

12.70688
17.48303

Skewness
Statistic
Std. Error
0.000
.012
.701
.957

.607
.505

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Product

100

62.4333

10.12910

.605

.309

Knowledge
Product

100

78.2140

19.12450

.425

.201

Involvement
Valid N (list

100

wise)

In above table values of purchase intention which is a dependent variable is showing mean value
of 72.5 indicating that data lies near mean. Value of standard deviation shows whether data is
scattered or not, as its values is 18.4 which is less than 20, so it shows that data is not deviate
from the mean. Value of skewness is positive which shows that data is positively skewed and
curve lies on right hand side of mean. Brand Image which is an independent variable is showing
mean value of 68.1 indicating that data lies near mean. Value of standard deviation shows
whether data is scattered or not, as its values is 12.7 which is less than 20, so it shows that data is
not deviate from the mean. Value of skewness is positive which shows that data is positively
skewed and curve lies on right hand side of mean. Product Quality which is an independent
variable is showing mean value of 71.2 showing that data lies near mean. Value of standard
deviation shows whether data is scattered or not, as its values is 17.4 which is less than 20, so it
shows that data is not deviate from the mean. Value of skewness is positive which shows that
data is positively skewed and curve lies on right hand side of mean. Product Knowledge which is
an independent variable is showing mean value of 62.4 showing that data lies near mean. Value
of standard deviation shows whether data is scattered or not, as its values is 10.1 which is less
than 20, so it shows that data is not deviate from the mean. Value of skewness is positive which
shows that data is positively skewed and curve lies on right hand side of mean. Product
involvement which is an independent variable is showing mean value of 78.2 showing that data

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lies near mean. Value of standard deviation shows whether data is scattered or not, as its values is
19.1 which is less than 20, so it shows that data is not deviate from the mean. Value of skewness
is positive which shows that data is positively skewed and curve lies on right hand side of mean.
4.2 Regression Analysis
Another technique regression analysis is used to determine the relationship between
independent variables with the dependent variable. This analysis provides the findings of tstatistics and probability value. Value of t-stat shows the relationship of variable with the data of
questionnaires, and its value should be above 2. Value less than 2 shows the insignificance of
relationship. P-value (probability value) is used to determine the relationship between dependent
and independent variable. If value of p is 0.05 or less then it represents that there is significant
relationship between dependent and independent variables, whereas value more than 0.05 shows
the insignificance of relationship between two variables.

4.2.1 Table No. 2 Regression Analysis Table


Regression Analysis
Coefficientsa

Model
1

Constant
Brand image
Product

Unstandardized

Standardized

Coefficients
B
Std. Error
52.198
5.695
.812
.080
.674
.152

Coefficients
Beta
.741
.631

t
9.165
5.218
4.890

Sig.
.000
.000
.000

quality
Product

.512

.087

.471

2.631

.001

Knowledge
Product

.573

.012

.541

2.981

.000

Involvement
a. Dependent Variable: Purchase Intention

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

23

Above table is the result of regression analysis of all independent variables i-e Brand Image,
Product Quality, Product Knowledge, Product Involvement, and dependent variable i-e purchase
intentions. T value of Brand Image is 5.2 which are greater than 2; it shows that brand image has
a significant relationship with the results of questionnaire. P value of Brand Image which is .
00001 shows that relationship between brand image and purchase intention is significant because
its value is less than 0.05. This result shows that H1 hypothesis is accepted that brand image has a
significant relationship between brand image and purchase intention. T value of Product Quality
is 4.89 which are greater than 2; it shows that Product Quality has a significant relationship with
the results of questionnaire. P value of Product Quality which is .00001 shows that relationship
between product quality and purchase intention is significant because its value is less than 0.05.
This result shows that H2 hypothesis is accepted that product quality has a significant
relationship between brand image and purchase intention. T value of Product Knowledge is 2.63
which are greater than 2; it shows that Product Knowledge has a significant relationship with the
results of questionnaire but not strong as Brand Image and Product Quality. P value of Product
Quality which is .00001 shows that relationship between product quality and purchase intention
is significant because its value is less than 0.05. This result shows that H3 hypothesis is accepted
that product quality has a significant relationship between brand image and purchase intention. T
value of Product involvement is 2.98 which are greater than 2; it shows that Product involvement
has a significant relationship with the results of questionnaire but not strong as Brand Image and
Product Quality. P value of Product Quality which is .00011 shows that relationship between
product quality and purchase intention is significant because its value is less than 0.05. This

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

24

result shows that H4 hypothesis is accepted that product involvement has a significant
relationship between brand image and purchase intention.
4.3 Correlation Analysis
Correlation analysis is used to determine the relationship between two variables. Its value lies
between -1 to +1. If the value of correlation is above .8 it shows that there is a strong relationship
between the variables, if its values lie in between 0.5-0.8, it shows that the relationship between
two variables is moderate. If value of correlation is less than 0.5, it represents that there is a weak
relationship between the variables. Negative and positive sign of values shows the direction of
the relation, showing whether it is positively correlated or negatively correlated.
4.3.1 Table No. 3: Correlation Analysis Table
Correlations

Purchase

Pearson

Intention

Correlation
Sig. (2-

tailed)
N
Brand Image Pearson
Correlation
Sig. (2-

Product
Quality

tailed)
N
Pearson

Purchase

Product

Product

Product

Intention
1

Image

Quality

Knowledge

100
.823**

.000
100
.646**

100
.758**

Correlation
Sig. (2-

.000

.000

tailed)
N

100

100

100

Product
Involvement

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

Product
Knowledge

Product
involvement

.426*

.173

100
0.562**

100
.371

100
.187

100

Correlation
Sig. (2-

.000

.000

.000

.000

tailed)
N

100

100

100

100

Pearson
Correlation
Sig. (2tailed)
N
Pearson

.456*

25

100

**. Correlation is significant at the 0.01 level (2-tailed).


*. Correlation is significant at the 0.05 level (2-tailed).

Above table shows the values of correlation between all independent and one dependent variable.
As purchase intention is our dependent variable and it is used to determine the relationship
between four independent variables. Correlation between brand image and purchase intention has
a value of 0.823 which shows that there is strong correlation, as this value is positive so its mean
there is a positive correlation between brand image and purchase intention. It shows that
purchase intentions will increase with the increase in brand image. Correlation between product
quality and purchase intention has a value of 0.646, which shows that there is moderate
correlation, as this value is positive so its mean there is a positive correlation between product
quality and purchase intention. It shows that purchase intentions will increase with the increase
in product quality. Correlation between product knowledge and purchase intention has a value of
0.456, which shows that there is weak correlation, as this value is positive so its mean there is a
positive correlation between product knowledge and purchase intention. It shows that purchase
intentions will increase with the increase in product knowledge. Correlation between product

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

26

involvement and purchase intention has a value of 0.562, which shows that there is moderate
correlation, as this value is positive so its mean there is a positive correlation between product
involvement and purchase intention. It shows that purchase intentions will increase with the
increase in product involvement.

Conclusion and Recommendations


This study is conducted to determine the impact of brand on purchase intention of consumers.
There are four determinants of brand used in study like, Brand Image, Product quality, Product
Knowledge and Product Involvement. Findings of the study have showed that branding has a
significant impact on purchase intention. So we can conclude that brand or branding has a
significant impact on purchase intentions of consumer. This conclusion is based on the results of
regression analysis, as all values t-stat is greater than 2 and p-value is less than 0.05, it shows
that all the independent variable has a significant impact on purchase intention. Findings of
brand image show that there is a significant relationship between the variables and correlation
shows that there is a positive correlation between brand image and purchase intention. On the
basis of these results H1 hypothesis is accepted. Findings of product quality show that there is a
significant relationship between the variables and correlation shows that there is a positive
correlation between product quality and purchase intention. On the basis of these results H2
hypothesis is accepted. Findings of product knowledge show that there is a significant
relationship between the variables and correlation shows that there is a positive correlation
between product knowledge and purchase intention. On the basis of these results H3 hypothesis is
accepted. Findings of product involvement show that there is a significant relationship between
the variables and correlation shows that there is a positive correlation between product
involvement and purchase intention. On the basis of these results H4 hypothesis is accepted.

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

As this research is conducted for the manager and other top managers to show the
importance of branding on sales of product and services so it is recommended that by using the
mixed methodology, results could be made more reliable.

27

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

28

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IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

33

Appendix
Appendix No. 1 Proposal
Introduction
The term purchase intention is linked with the promise to self about the purchase decision of
product on further need of a product. Organizations are engaged in increasing their sales, so it is
of much importance for organization in promoting or increasing the sales of specific product.
Purchase intention is linked with the concept of the retention of customers. There are different
factors in branding which could impact the purchase intention of the customers. Some of the
factors are brand image, quality of the product, knowledge of the product, involvement of
customer in designing and developing of product, loyalty and attributes of the product.
This research is based on determining the factors which has a huge impact on the purchase
intentions of customer; it will shows the customer buying behavior that how customers make
decision of buying branded products. It will also help in determining factors among all the
aspects, which has a strong influence on purchase intention. As the markets are getting
competitive day by day, and it is getting difficult to penetrate in the market in the presence of the
competitors. Organizations are looking for the right features of the products or services which
customers needs to remain competitive. So it is important for organization to determine the
factors, which could influence the purchase intentions of customers.
Significance of the study
This research will help the marketing field and practitioners of marketing in making their
knowledge strong on the basis of empirical evidence. It will also help in increasing awareness in
market for the concept branding because of the availability of numerous unbranded products.
This research will be based on the customer driven approach, because most of the organization in

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

34

the market are focusing on organizational based approach. Customer driven approach will help
the organization in determining the perception of the customers about the brand and their efforts
of marketing, which in result will help in improving the strategies and for effective solutions of
existing problem.
Literature Review
According to a research purchase intention is that number of customers having proposal of
purchasing product of the brand, and to make repurchase decisions in the future. It also involves
the contact of customer again for the specific product (Chang & Liu, 2009). Purchase decision of
customer involves four behaviors; first is the planning of the customer about the purchase of the
product, preference of customer to the product (thinking unequally), on receiving the information
or even in response to other marketers and lastly the purchase of the specific product. the marvel
of "procurement plan" as the anticipated conduct of buyers on short premise about the
redundancy buy of particular item i.e. when somebody chose to purchase the item at whatever
point he/she will come back again to the market. Purchase aim is the hidden attempt to one's self
to purchase the item again at whatever point one makes next trek to the business (Bai, Law, &
Wen, 2008).
This is a multi-step handle firstly the customer gather the data about the sought brand then assess
its traits by utilizing the item on the off chance that it suits with the expectations of the purchaser
after that they begin intuition to settle on buy choice when he/she make one buy endeavor of the
particular brand (Delgado-Ballester & Munuera-Alemn, 2001), this buyer have encountered by
and by now they would have complete item learning about the item if the shopper is fulfilled
from the specific brand they would totally reconsider or to show enthusiasm to buy again the

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

35

specific brand this is called "purchase intention" (Cretu & Brodie, 2007). Another prospect is
brand image as the positive and negative feeling about the brand regarding the psyche of the
buyers suddenly or when they review their recollections.
They have the perspective that there are three parts of brand picture which make the entire
picture of the brand which are; favorability, quality, and uniqueness. As per an examination brand
picture as far as the mentality of the buyers about the specific brand which serves to point it and
thinking about the purchasers in the noteworthy approach to make the item unique in relation to
others, the sensation by utilizing showcasing sense to clarify it as the arrangement of
proclamations given to the target business sector to catch the buy plans of the focused on
customers (Cobb-Walgren, Ruble, & Donthu, 1995). Quality of product is approximately which
takes after with the characteristic brilliance, which mean, it originates from the generation level
and it ought to be unmistakable. They stressed that quality ought to comprise of quantifiable
highlights rather than inclinations. Item quality is the game changer of the item on the rival item.
It incorporates the structure and fabricated outline of the item. Item quality is that which fulfill
the needs of a definitive clients which may incorporate distinctive highlights and this quality
would completely improve the execution of the item. It is the data which is separated by the
purchasers mind, in the wake of making certain expense and advantage examination this
information propels the customer to translate the conclusion which could conceivably be
obtaining behavior. This is same phenomena regarding highlights of the item which influenced
all the methodology of the choice making. This information may differ from shopper to
purchaser because of diverse level of affectability of their brain. Here the attention is principally
on buy expectation so item information would have awesome arrangement of effect on buy
conduct of the purchasers (Jamal & Goode, 2001).

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

36

Hypothesis
According to studies we can make the following hypothesis,
H1: Brand Image has significant impact on purchase intention.
H2: product quality has significant impact on purchase intention.
H3: Product knowledge has significant impact on purchase intention.
H4: product involvement has significant impact on purchase intention.
Methodology
This study is based on qualitative research. To determine the link between brand and purchase
intention, survey will be conducted in markets. Questionnaires filled by the customers will help
in determining the factors which has a significant impact on customers. Sample size will be 200
random people from the market. Pearson correlation will be calculated by using SPSS to ensure
whether a relationship exists between the variables or not.

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

37

Appendix No. 2 Data


Descriptive Statistics
Std.
Deviation

Mean

Statistic
100

Statistic
72.5000

Statistic
18.4642
5

Brand
Image
Product
Quality

100

68.1167

.701

.607

100

71.2667

12.7068
8
17.4830
3

.957

.505

Product
Knowledge

100

62.4333

10.1291
0

.605

.309

Product
Involvement

100

78.2140

19.1245
0

.425

.201

Valid N
(listwise)

100

Purchase
Intention

Skewness
Std.
Statistic
Error
0.000
.012

Regression Analysis
Coefficientsa

Model
1

Constant

Unstandardized
Coefficients
Std.
B
Error
52.198
5.695

Standardize
d
Coefficients
Beta

t
9.165

Sig.
.000

Brand
image
Product
quality

.812

.080

.741

5.218

.000

.674

.152

.631

4.890

.000

Product
Knowledge

.512

.087

.471

2.631

.001

Product
.573
.012
Involvemen
t
a. Dependent Variable: Purchase Intention

.541

2.981

.000

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

38

Correlations

Purchase
Intention

Product
Image

Product
Quality

Product
Knowledge

Product
involvemet
n

Pearson
Correlatio
n
Sig. (2tailed)
N

Purchas
e
Intention
1

Product
Image

Product
Quality

Product
Knowledg
e

Product
Involveme
nt

100

Pearson
Correlatio
n
Sig. (2tailed)
N

.823**

100

100

Pearson
Correlatio
n
Sig. (2tailed)
N
Pearson
Correlatio
n
Sig. (2tailed)
N

**

.646

.758**

.000

.000

100
.456*

100
.426*

100
.173

100

100

100

100

Pearson
Correlatio
n
Sig. (2tailed)
N

0.562**

.371

.187

.000

.000

.000

.000

100

100

100

100

.000

**. Correlation is significant at the 0.01 level (2-tailed).


*. Correlation is significant at the 0.05 level (2-tailed).

100

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

39

Appendix No. 3 Questionnaire

Questionnaire
Name _____________________

Gender _____________________

Cell No. _________________


Q No.1- People purchase products of well renowned brands?
Strongly Agree
Strongly Disagree
1
5

Agree
2

Neutral
3

Disagree
4

Q No.2- People prefer product of known brand on new brand?


Strongly Agree
Strongly Disagree
1
5

Agree
2

Neutral
3

Disagree
4

Q No.3- Organizations policy of CSR affects your buying decision?


Strongly Agree
Strongly Disagree
1
5

Agree
2

Neutral
3

Disagree
4

Q No.4- Quality matters more than price of product or service?


Strongly Agree
Strongly Disagree
1
5

Agree
2

Neutral
3

Disagree
4

Q No.5- People pay more for high quality product.


Strongly Agree
Strongly Disagree

Agree

Neutral

Disagree

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

1
5

40

Q No.6- people do not prefer or buy product of which they have bad experience before.
Strongly Agree
Strongly Disagree
1
5

Agree
2

Neutral
3

Disagree
4

Q No.7- product knowledge affects the decision making process.


Strongly Agree
Strongly Disagree
1
5

Agree
2

Neutral
3

Disagree
4

Q No.8- Advertising or product knowledge matters in purchase decision.


Strongly Agree
Strongly Disagree
1
5

Agree
2

Neutral
3

Disagree
4

Q No.9- Bad Experience of product or after sale service has impact on purchase behavior.
Strongly Agree
Strongly Disagree
1
5

Agree
2

Neutral
3

Disagree
4

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

41

Appendix No. 4
Ethical Considerations
An application describing the ethical considerations for this research was first submitted to the
Human Research Committee at the university. This research was approved by the committee
after detailed review. The research is in accordance with the University Policy on Ethical Issues
in consultancy and research.
There were numerous ethical issues involved in this research. The research involved the
information collected from number of employees in the form of Questionnaires. The contents of
the questionnaires may exploit the emotional concerns of the employee. Thus, it was necessary to
acknowledge this fact on professional and ethical grounds in order to make sure that present
research was underpinned by the delivery of service.

IMPACT OF BRAND ON CONSUMER PURCHASE INTENTION

42

Participants of questionnaires were asked to discuss their personal traumatic experiences. Thus, it
was essential to ensure the informed consent of all the participant during research. This process
involved not just simply seeking the permission of participants but they were informed prior to
conducting the process about some of the contents. Given the true nature of the research
activities, it was also essential to make sure about the confidentiality to the participants. The
research anticipated that there may be some extreme cases that the participants may face
immediate risk of job security. Thus, the confidentiality of the participants was made sure by
keeping the details of each participant as discrete. In addition, the organization name was also
confidential in order to prevent any future threats or harms to the organization. Organization and
participants were informed prior to their participation.
Researchers have the duty to make sure that no harm can come to the subjects irrespective of the
age and position. In order to protect the identities of the participants and organization along with
ensuring the confidentiality from any unwanted attention from the media or other sources, all the
participants were set pseudo names when they were contacted.