London School of

Commerce (LSC)
Course Title: Business Research
Methodology

Name: Anika Thasin Binti

Submitted to: Zoeb Rahman 0
Contents
Executive Summary.....................................................................................................................................0
1. Introduction.........................................................................................................................................1
1.1 Background of the study..................................................................................................................1
1.2 Purpose of Study..............................................................................................................................1
1.3 Statement of the problem...............................................................................................................2
1.4 Research Question...........................................................................................................................2
1.5 Research Objectives.........................................................................................................................2
1.6 Background of the company............................................................................................................2
1.7 Background of the Industry.............................................................................................................3
2. Literature Review................................................................................................................................4
2.1 Define Customer Satisfaction..........................................................................................................5
2.2 Define Advertising Strategy.............................................................................................................6
2.3 Impact of Independent variables to Dependent variables...............................................................6
2.4 Modules and Theories on Advertising and Consumer Buying Behavior..........................................6
2.5 Summary of Literature review.........................................................................................................8
3. Research Methodology........................................................................................................................9
3.1 Research Onion.....................................................................................................................................9
3.2 Research Philosophy..............................................................................................................................9
3.3 Research Types....................................................................................................................................10
3.4 Research Approach..............................................................................................................................11
3.5 Research Methods...............................................................................................................................12
3.6 Research Strategy................................................................................................................................12
3.7 Data Collection Methods.....................................................................................................................12
3.8 Sampling Techniques...........................................................................................................................13
3.9 Sample Size..........................................................................................................................................14
3.10 Time Horizon.....................................................................................................................................14
4. Data Analysis........................................................................................................................................15
4.1 Sample Question.................................................................................................................................15
4.2 Research Instrument...........................................................................................................................15
5.1 Conclusion statement..........................................................................................................................15
5.2 Validity and Reliability.........................................................................................................................16

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5.3 Ethical Consideration...........................................................................................................................16
5.4 Limitations of the research..................................................................................................................16
5.5 Scoop for further research...................................................................................................................17

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 How advertising strategy can
influence on consumer buying
behavior in the beverage
industry? A case study of Coca-
Cola company.

Executive Summary
This assessment examined in Enugu State Nigeria impact of the publicizing on
consumer buying behavior. Most relationship in Nigeria pay warm attitude in publicizing
their things and organizations through practical advancing medium, and this have
ominous effect on their yield with respect to bargains. They don't see the need of going
through some segment of their money related point of confinement in promotion to
propel their things and organizations and effect consumer buying behavior. With
unbelievable augmentation in mechanical progress, convincing elevating has ended up
being basic to have the choice to have high ground, therefore the necessity for this
examination. This assessment got an investigation ask about design. The investigate
revelations exhibit that a gigantic and positive relationship lie between the free factors
energetic response, natural response towards brand, brand care and material
stimulated publicizing and ward variable purchaser obtaining conduct. All the free
factors have truthfully imperative t-extent and have positive relationship with consumer
buying behavior. This result is unsurprising with the composition. We recommend that
for convincing publicizing to occur, the planned intrigue gathering must be generally
come to understand their usage model and direct toward things and organizations.

1.Introduction
1.1 Background of the study

This case study has attempted to finish an extensive investigation of the effect of
advancing on purchaser acquiring behavior using Coca-Cola (coke) promotion as a
contextual analysis. In their article "An experimental way to deal with consumer buying
behavior in Indian automobile segment" has inferred that ad viability decidedly impacts
consumer buying behavior. In their paper "The Role of Advertising in Consumer
Decision Making" have discovered that advertising can change the customer's
conclusion about a specific item Ha, John, Swinder and Muthaly (2011) Kumar and
Raju (2013). Advertising has constantly known to be one of the key factors that
influence customer's fundamental initiative procedure. In this paper, we have attempted
to join different courses of action of variables from these past examinations to test and
analyze how the customer's purchasing desire. Maheshwari, Seth and Gupta (2016)

1.2 Purpose of Study

The quick reason for advertising as Rodger (1996) obviously depicted, isn't to physically
unite purchasers and sellers however to convey deals spurring data, thoughts, and
proposals to specific objective prospects or consumers with a view to improve the
probability of a deal. To Guiltinan and Paul (1991), promoting can be utilized to promise
clients that they are utilizing the best item or services (informative advertising).

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 1.3 Statement of the problem

There is consistently an issue at who a definitive obligation of planning and actualizing

deals and publicizing activities lies.
As associations are spending immense proportion of venture on the business since they
have to keep their thing at the most imperative motivation behind the client's mind.
Commercial has demonstrated to be an incredible instrument for the correspondence
yet affiliations are still in the perplexity that what sort of fixings ought to be there and
how do these notices will change the consumer buying behavior.

1.4 Research Question

1. What is the effect of promotion on consumer buying behaviors?

2. What is the impact of notice on consumer buying behaviors?
3. What is the impact of advertisement on consumer preference and behavior?

1.5 Research Objectives

1. To evaluate the impact of promoting on consumer buying behavior

2. To inspects the impact of promoting on the purchaser decision of coke over other
mineral refreshments drinks.
3. To discover factors that energizes brand devotion among Coca-Cola consumers.

1.6 Background of the company

The Coca Cola company has the biggest beverage business on the world serving in
excess of 2 hundred nations and offering in excess of five hundred brands.

Name CoCa-Cola
Industries Served Beverage
2
Geographic areas served Worldwide
Headquarters U.S.
 Current CEO Muhtar Kent
Revenue $ 48.01 billion (2012)

Profit $ 9.01 billion (2012)

Employees 146,200
1.7 Background of the Industry
PepsiCo Inc., Dr. Pepper Snapple Group, Inc., Unilever,
Main Competitors GroupeDanone, Kraft Foods Inc., Nestlé S.A. and others
On such industry that has been clutching a lot of the market since its initiation note in
the USA - its origination - yet the whole way across the globe just as the Beverage
Industry. It has presented symbols that not many are careless in regards to. As per
Richard D. Dark colored and George J. Petroleum (1986), the history of the Beverages
business begins from 1886, when Atlanta physicist "Doe" Pemberton built up a rosy -
dark colored syrup with a bit of cocaine (for therapeutic purposes) to contend with the
many patent meds and fix - all elixirs of that time. An ounce of the blend was put into a
glass, which was at that point loaded up with water and ice, making the main Coca-
Cola. The central station of Coca-Cola, presently recorded by fortune as one of the 50
top organizations in the United States, is still in Atlanta, Georgia.

2. Literature Review

Advertising is a subset of advancement blend which is one of the 4 piece in the

marketing mix, including item, value, spot and advancement. Advertising is a limited
time system utilized in making item mindfulness in the brains of buyer to take obtaining
choice (Latif and Abideen, 2011). For an organization item to be a notable brand, they
should put resources into their limited time exercises particularly publicizing (Hussein et
al, 2008). Latif and Abideen (2011) contended that promoting can possibly add to
mark decision among customers. Advertising was characterized by Arens (1996) as a
correspondence procedure, showcasing process, monetary procedure, social
procedure, an advertising procedure or a data and influence process.
Consumer buying behavior is characterized as the psychological, enthusiastic and
physical exercises that individuals connect with while choosing, buying utilizing and
discarding items and administrations so as to fulfill need and wants (Schifman and
Kanuk, 2009). Consumer buying behavior is influenced by financial factors, for
example, pay consumption design, cost of items cost of correlative items, substitute
merchandise and versatility of interest (Abraham, 1997; Kotler; Weng, Sanders and
Armstrong 2001). It is additionally influenced by mental discernment, dispositions and
learning (Kotler et al, 2001). Consumer buying behavior is influenced by social and
social factors that influences people purchasing choice however decides the sort of item
to purchase. (Arnould and Thompson, 2005); Perault, Jerome and Mccarthy, 2005)

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2.1 Define Customer Satisfaction

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Consumer dedication shows the fulfillment that customers get from working with a firm.
Accordingly, it's the methods by which chipper the customers are with their trade and all
around contribution with the association. Customers get satisfaction from a thing or an

organization reliant on whether their need is met effectively, in an accommodating way

that makes them dependable to the firm. Along these lines, customer reliability is a huge
development to get customer devotion.

2.2 Define Advertising Strategy

The terms marketing and advertising are frequently utilized conversely. And keeping in
mind that these two ideas are connected, there are some basic contrasts to know about
when techniques are arranged, and choices are made on the best way to pull in the
consideration of buyers. For example, radio, TV, and advanced are basic types of
advertising.
Advertising is characterized as the paid, non-individual dispersion of an influential
message to elevate items or administrations to present or potential customers.
It is a procedure that incorporates:
• Ad placement (papers, TV, standard mail, announcements, radio, on the web)
• Frequency of advertisements showed
• Tracking of results from advertisements put or showed

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 2.3 Impact of Independent variables to Dependent
variables

The present research paper is focusing on the impact of promoting on consumer’s

buying behaviors. Brand picture, persuading and huge name support in the advertising
are the key factors, which raise the clients' objectives towards the thing and purchasing
practices. An instance of 120 respondents was taken, out of which 50 were in
government or semi-citizen bolstered associations affiliations, while 30 were taken from
business class and the rest 40 were private representatives. The assessment examines
that a creative and decision advancement has dependably an astonishing effect on the
getting models or obtaining practices of the customers.

2.4 Modules and Theories on Advertising and

Consumer Buying Behavior
Nicosia Model of Consumer Behavior was created in 1966, by Professor Francesco M.
Nicosia, a specialist in consumer inspiration and conduct. This model spotlights on the
connection between the firm and its potential consumers. The Nicosia model of
Consumer Behavior is isolated into four noteworthy fields:
Field 1: The company's traits and the customer's characteristics. The main field is
isolated into two sub fields. The first sub field manages the company's advertising
condition and correspondence endeavors that influence customer frames of mind, the
aggressive condition, and qualities of objective market.
Field 2: Search and assessment. The consumer will begin to look for other company's
image and assess the company's image in examination with substitute brands. For this
situation the firm spurs the purchase to buy its brands.
Field 3: The demonstration of the purchase. The consequence of inspiration will emerge
by persuading the consumer to purchase the firm items from a particular retailer.
Field 4: Feedback of offers results. This model investigation the criticism of both the firm
and the purchaser in the wake of purchasing the product.

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The Howard Sheth Model is a refined coordination of the different social, mental and
promoting effects on consumer decision into a cognizant arrangement of data
preparing. It points not exclusively to clarify consumer behavior as far as subjective
working however to give an observation ally testable portrayal of such conduct and its
results (Howard 1977).
As indicated by the Howard Sheth model of consumer behavior there are four
noteworthy arrangements of factors; in particular:
Data sources: These information variables include three specific sorts of lifts
(information sources) in the buyer's condition.

Perceptual and Learning Constructs: The central bit of the model courses of action with
the psychological components included when the customer is contemplating a decision.
For example, update dubiousness happened when the purchaser does not fathom the
message from the earth
Yields: The yields are the delayed consequences of the perceptual and learning
variables and how the buyers will response to these components (thought, brand
thankfulness, outlooks, and point).
Exogenous(External) factors: Exogenous elements are not authentically part of the
fundamental initiative procedure. Nevertheless, some relevant exogenous variables
consolidate the criticalness of the purchase, buyer character traits, religion, and time
weight

7
.

2.5 Summary of Literature review

(Ahmed and Ashfaq, 2013) conducted a study to explain the impact of advertising
on consumers’ buying behavior on purchasing beverage. The findings of the study
showed that 41% of respondents were influenced by beverage quality, 39% were
influenced by to persuasiveness of the advertisement while 20% were influenced by
the information provided by the advertisement. Another study conducted by
( Olomofe ,2010) on the factors which influence the purchasing decision,
14% were influenced by the price of the can or bottle, 12% were influenced by the
packaging of the product while 10% were influenced by the testimonials see in
Television advertisements.

3. Research Methodology

3.1 Research Onion

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The research onion has been made by (Saunders et al.2007). It demonstrates its stages
that must be verified when working up a research methodology. At some point when
they saw everything considered, each layer of the onion delineates an undeniably
separated period of the research strategy (Saunders et al., 2007).
The research onion gives a convincing development through which an exploration
approach can be arranged (Bryman, 2012). It is worth lies in its flexibility for all intents
and purposes any kind of research technique and can be used in a grouping of settings.

3.2 Research Philosophy

The author is going to use research philosophy which insinuates the plan of feelings
concerning the possibility of the fact of the matter being investigated (Bryman, 2012).
(Goddard and Melville,2004) Research methods of reasoning can fluctuate on the
destinations of research and on the best way that might be used to achieve these
targets.
The two primary ontological frameworks can illuminate the exploration procedure:
positivism and constructionist (Monette et al. 2005). Positivism acknowledge that reality
exists self-sufficiently of the thing being inspected. (Newman,1998).

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3.3 Research Types

The 3 types of research which the author is going to use are:

 Applied Research: Applied research bases on separating and dealing with
certifiable issues. This sort of research implies the examination that deals with
reasonable issues using coherent systems. For instance, finding a specific
solution for a disease.
 Qualitative Research: Qualitative research is a technique that is about
solicitation, that associates start to finish cognizance of the issues or issues in
their trademark settings. This is a non-authentic research procedure.
 Quantitative Research: Quantitative data is about numbers. Quantitative
research incorporates a greater mass as progressively number of people infers
more data.

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3.4 Research Approach

There are 4 types of approaches the author is going to use outlined here:
The deductive, The inductive approach, The quantitative and The qualitative.
 The deductive methodology builds up theories upon a prior hypothesis and
after that defines the exploration way to deal with test it (Silverman,2013).
 The inductive methodology is depicted as a move from the specific to the
general (Bryman and Bell, 2011). In this strategy, the observations are the
starting stage for the researcher, and models are looked for in the data (Beiske,
2007).
 This philosophy is stressed over quantitative information (Flick, 2011). It holds
different recognized quantifiable checks for the authenticity of the technique, for
instance, the amount of respondents that are required to develop an accurately
tremendous result (Goddard and Melville, 2004).
 The qualitative approach is the useful perspective (Bryman and Allen, 2011).
This approach requires the investigator to avoid constraining their own
impression of the noteworthiness of social wonders upon the respondent
(Banister et al., 2011).

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3.5 Research Methods
The author is going to use Research methods which are the frameworks, systems or
strategies utilized in the aggregation of data or confirmation for examination in order to
uncover new information or improve cognizance of a point.
There are different sorts of research techniques which use different instruments for
information gathering.

3.6 Research Strategy

The research strategy which the author will use means by which the analyst plans to
complete the work (Saunders et al., 2007). The procedure can incorporate various
unique approaches, for example, exploratory research, activity look into, contextual
investigation examines, interviews, overviews, or a methodical writing survey.
For example, talk with information might be interpreted, coded and afterward gathered
as needs be to the regular variables displayed between respondents.

3.7 Data Collection Methods

The author is going to use Data collection and analysis which is reliant on the
methodology utilized (Bryman, 2012). The procedure utilized at this phase of the
exploration contributes essentially to the study by and large dependability and
legitimacy. (Saunders et al., 2007).
Primary Data what is gotten from direct sources. This can be recorded direct sources,
or the data got from the respondents in study or meeting data (Bryman, 2012). For
example, data got from real aggregations, for instance, the identification can build up
basic data.

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Secondary Data is what is gotten from the work or suppositions of various masters
(Newman, 1998). For example, the conclusions of an assessment article can set up
discretionary data since it is information that has quite recently been taken care of by
another.

3.8 Sampling Techniques

Sampling techniques are the manners by which a fitting sample size is chosen for the
more extensive investigation (Bryman, 2012). There are various acknowledged
methods that can be utilized. For example, an arbitrary example may bring about a
greater number of guys than females being spoken to in an example, or an inconsistent
circulation crosswise over ages.

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3.9 Sample Size
The sample size addresses the amount of respondents browsed the general people that
are used in the investigation (Newman, 1998). In quantitative research, the size of the
model is basic in choosing the enduring nature of the outcomes of an examination. In
subjective research, the size of the example is less critical, and agents isn't as strong a
standard for the authenticity of the exploration (Flick,2011).

3.10 Time Horizon

The Time Horizon isthe time structure inside which the endeavor is normal for
completion (Saunders et al., 2007). Two sorts of time skylines are demonstrated inside
the examination onion: the cross sectional and the longitudinal (Bryman, 2012). The

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cross sectional time skyline is one formally settled, whereby the data must be
assembled. A longitudinal time horizon for data social affair implies the gathering of data
more than once over a widely inclusive period.

4. Data Analysis

4.1 Sample Question

Employees:
a) To what extent you are satisfied with updating of your beverage in the website of
the company. Extremely satisfied no comments unsatisfied extremely unsatisfied.
b) To what extent you are satisfied
Customers:
a) To what disagree you agree that Coca-Cola is prompt with customer complains
strongly agree. Agree no comments Disagree strongly disagree.
b) To what disagree you agree that

4.2 Research Instrument

It is a device used to gather, measure, and dissect information identified with your
subject. These apparatuses are most usually utilized in wellbeing sciences, sociologists,
and instruction to survey patients, customers, and understudies. They can be tests,
reviews, surveys, or even agendas.

5.1 Conclusion statement

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5.2 Validity and Reliability
These location issues of estimation and error. Legitimacy manages systematic error
while dependability manages arbitrary error.
Reliability:
Unwavering quality is characterized as how much an estimation is sans mistake and
gives steady outcomes after some time (Chang, 2006). There are three ways to deal with
assess unwavering quality:
1. Test - Retest Reliability
2. Equivalent Form Reliability
3. Internal Consistency Reliability
Alludes to the capacity of an estimation scale to quantify what it proposes to gauge, and
degree to which it is free from orderly and arbitrary blunder. (Chang, 2006)
An estimation should be dependable to be legitimate, yet not the inverse.

5.3 Ethical Consideration

Kumar & Raju (2013) Regression analysis was utilized to test whether the independent
variable (thought for corporate ethical behavior) has any huge impact on the dependent
variable (the eagerness to compensate the organizations by means of buy choices).

5.4 Limitations of the research

Consumer purchasing conduct is a psychological procedure that is imperative to
organizations and promoting experts. Customer buying behavior identifies with the
recognizable proof of predictable phases of basic leadership utilized in each buy
circumstance Seth & Gupta (2016). The procedure starts with need acknowledgment,
trailed by data assembling, a buy lastly, post-buy assessment. Advertisers depend on a
comprehension of purchaser conduct to successfully position items and administrations.
In any case, purchaser purchasing conduct has limitations.  Seth & Gupta (2016)

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5.5 Scoop for further research

They inspected the effect of item promoting on consumer buying behaviors. The extent
of this investigation would delimit all consumer in Enugu city. The buyers are situated at
five well known existing markets in the city (which are Ogbete showcase, twenty grocery
stores including Shoprite and ten high traffic focuses over the city. Consequently, the
number of inhabitants in the examination cut over the business sectors in Enugu State
and environs. The examination embraced a review research plan through the
organization of organized poll raised on a five-point liker scale to the inspected
respondents for the investigation. In any case, the example size of this examination was
controlled by Taro Yamane measurable recipe.

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