Title: Determinants having an impact on consumer perceived

quality in electronics goods.

By

Muhammad Saad
Maham Khan
Shahrukh Akhtar
Junaid Amjad
Muhammad Athar

A Report
Submitted in partial fulfilment of the requirements
For the degree of Bachelors of Business Administration
To Iqra University Research Centre (IURC)
At the Iqra University,
Main Campus, Karachi.

Karachi, Pakistan
April, 2018
Table of Content
Introduction...............................................................................................................................................1
Problem statement:..................................................................................................................................1
Background, Objectives and Significance of the study............................................................................2
Outline of the Study.................................................................................................................................3
Definitions...............................................................................................................................................3
Perceived Quality................................................................................................................................3
Word of Mouth....................................................................................................................................3
Brand Image........................................................................................................................................4
Country of Origin................................................................................................................................4
Literature Review......................................................................................................................................5
Perceived Quality....................................................................................................................................5
Word of Mouth........................................................................................................................................7
Brand Image............................................................................................................................................9
Country of Origin:.................................................................................................................................11
Research Methods...................................................................................................................................15
 Method of Data Collection............................................................................................................15
 Sampling Technique......................................................................................................................15
 Sample Size...................................................................................................................................15
 Instrument of Data Collection........................................................................................................15
 Research Model Developed...........................................................................................................15
 Statistical Technique......................................................................................................................16
Results:.....................................................................................................................................................17
Model Summary....................................................................................................................................17
ANOVA...................................................................................................................................................17
Coefficients............................................................................................................................................18
Hypothesis Summary Table...................................................................................................................19
Conclusion & Discussions:......................................................................................................................20
Conclusion.............................................................................................................................................20
Limitations............................................................................................................................................21
Recommendations.................................................................................................................................21
Implications:..........................................................................................................................................22
Bibliography............................................................................................................................................24
 1

Introduction

Nowadays, an enormous amount of people are consuming electronic products and the

quantity is increasing day by day. In recent years, these consumer electronics have gained

extensive popularity around the globe. These electronics products are developing more

towards computer-based efficient devices loaded with more than one function like:

Televisions nowadays not just only display great picture quality for watching but also

become a smart hub providing internet terminals for connecting nearby devices for

streaming content wirelessly; telephones have hugely upgraded and converted into

smartphones where it functions are increase extensively not just limited only to calling

functionalities but also providing multitude of functionalities like organizer, internet

terminal, photo camera and many more.

In the amusement world, unique interactive media content (e.g., content, sound, video

and still pictures) is made accessible for purchasers through an assortment of channels.

Present day dissemination frameworks enable the conveyance of substance to a large

number of families consistently. Albeit lawful organizations exist for securing scholarly

property(trademarks and licenses) possessed by content makers, complimentary

specialized measures are expected to manage "budgetary returns and to guarantee

motivations for new manifestations.

Problem statement:

As new enhancement in technology is introduced, new challenges are also faced by

companies. Arising to a question of perceived quality which is required to meet

 2

expectations of consumers. It become compulsory to identify desired product perceived

quality of a consumer typically by applying subjective testing techniques or target quality

measurements. So we deeply analyze the consumer perception of quality for consumer

electronics because buyers utilize distinctive factors to decide the nature of these

electronic items. However, the qualities in these electronic items lies according to the

customers being referred to. What might be appeared to be of high caliber to one

customer might be mediocre compared to another.

This study will generally embarked to determine the word of mouth, country of origin,

brand name, on the off chance that it has or no impact on the observation on item quality

of consumer electronics items.

Background, Objectives and Significance of the study:

Purchasers compare electronic items as being of altogether extraordinary quality when

the main variety between items is expressed nation of inception. Further, purchasers

express a checked inclination for privately made items when cost is invariant,

furthermore, where the privately made item is seen to be unrivaled or, at any rate, not

altogether second rate compared to an abroad made item.

The custom in this examination stream has developed from considering the impact of just

cost on purchasers' impression of item quality to including other inborn and extraneous

signs. To start to disentangle a few issues and address a few inquiries in the region, we

integrate past studies that has analyzed the impacts of brand image on product quality

perceptions.
 3

The one goal of this research investigation is also to investigate the impact of

spontaneous conversation among customers, also, there is no critical distinction between

youthful male or female respondents as for spontaneous conversation on perceived

quality on customer judgment constructing.

Outline of the Study:

In this research we will be covering following five chapters:

 Introduction is the first chapter where we will discuss about our research title that

we have chosen.

 Second chapter is literature review in which empirical studies are described by

previous researcher on the same topic.

 In the third chapter we will talk about research methods conducted in this

research.

 Hypothesis, results, findings are analyzed in the fourth chapter.

 In the last chapter we will conclude our research report and proposed

recommendations.

Definitions:

Perceived Quality:

Zeithaml (1988) depicts perceived quality as the subjective purchaser judgment with

respect to overall product superiority, totally different from objective quality.

 4

Word of Mouth:

Conversation among individuals regarding a commodity either utility provided (1998

Anderson; 1996 Dichter; 1987 Westbrook).

Brand Image:

Brand image may be a famous identity of a corporation in terms of what product and

services they provide. (Donna Antonucci)

Country of Origin:

Products generally, each product categories and specific product things, have completely

different pictures account from their country of origin (Morello 1984; Erickson et al.

1984; Hooley et al. 1988). The image of the country wherever the merchandise was

created can be thought-about AN influencing think about the consumer's purchase call.
 5

Literature Review

Perceived Quality:

Quality perception shows an important part with regards to marketing. From few years,

perceived quality has become an eye catching topic for practitioners as well as

researchers, especially in consumer market for electronic appliances. One of the main

reasons why perceived quality had become an interesting area of marketing research is

due to the beliefs of practitioners and researchers that in favorable period it will

significantly affect the marketing performance. Similarly, if there is situation where high

perceived quality is found it probably leads towards repeated purchases which is

backbone when it comes to consumer electronics businesses. (Cronin & Taylor, 1992;

Parasuraman, Zeithaml & Berry 1996). When we look into past theories and researches in

marketing literature, Quality perception also known to be a factor when concerning

advantages. (2001, Ekinci and Riley; 2000,Cronin et al; 1996,Woodruff and Gardial;

1991,Bolton and Drew;). Researchers describes that perceived quality act as a moderator

that tilt product purchase intention either positive or negative in the cognitive-affective

model. (Kumar et al., 2009). According to (Jacoby and Olson, 1985) perceived quality is

famous as a primary element that affect purchase intention. Quality anticipated intend to

characterized customers' understanding around an element's of services' general

magnificence either predominance (1998,Rowley; 1987,Zeithaml;). Seen nature of

administration is a kind of demeanor, identified with however not the same as fulfillment,

and coming about because of correlation of desires with a view of execution (Rowley,

1998). In spite of the fact that the most well known meaning of value identifies with
 6

meeting/surpassing desires there is neither an acknowledged nor the best meaning of

value for each circumstance. Thusly, up to this point, hypothetical discoveries in the zone

of administration quality did not coordinate the necessities of training. Without a doubt,

saw benefit quality has ended up being a troublesome idea to get a handle on. Of

advantages alluded to as "slippery" (1985,Parasuraman et al; 2000,Cronin et al ;

2001,Ulaga and Chacour) and inquire about with respect to the idea is as yet thought to

be "uncertain" (1985,Parasuraman et al; 2000,Caruana et al;) and "a long way from

convincing" (2000,Athanassopoulos;). A call for inquire about that particularly inspects

the "dimensionality" of the administration quality idea (1994,Parasuraman et al) still can't

seem to be effectively tended to (Brady and Cronin, 2001). Time and again, there is a

propensity to focus client esteem on item quality and ostensible cost. As indicated by this

reasoning, groups of properties collectively spoken at a value of specific level, so these

lines provide benefits to the customer (1971,Lancaster; 2000,Caruana et al;). Benefits are

then judged through an apparent level of value (predominance level of working), a heap

of characteristics in examination with the buyer's dreams. This point of view went even

up until this point, a few creators in the past by one means or another even likened the

ideas of saw quality with saw esteem and that involved that numerous specialists

neglected to recognize the ideas of saw quality and saw esteem and regularly utilized the

terms conversely (2000,Caruana et al;). (1985, Olshavsky; 1998,Rowley;) sees quality as

a type of a general assessment of an item. Additionally, (1981,Holbrook and Corfman;

1998,Rowley;) proposed that quality goes about as a generally worldwide esteem

judgment. It is made seeing someone amongst clients and providers in which the two

gatherings are dynamic (Eriksson et al., 1999). It epitomizes generally bring down force
 7

of a compelling part in the impression of an administration (1996,Oliver; 1999,Stauss;).

As per the "integrative approach" pushed by (1985,Klaus; 1992, Snoj;) nature of

administration could even be comprehended as its incentive to the client. It is thought to

be more compatible with long haul disposition (1991,Bolton and Drew;

1988,Parasuraman et al; 1998,Stafford et al;).

Word of Mouth:

W.O.M. its not a activity, advertisement in the shape of online, commercials, door to

door, newspaper or any CRM activity where a consumer will receive email from the

company whenever there’s a new product launch or any fake activity. However it is pure,

honest and powerful. Basically a tool we use in our daily life i.e communication, social

interaction, sharing of opinion and perception within the group and outside the group.

Word of mouth actually tells you to evaluate the perception and opinions that a consumer

perceived for a particular brand. A strong perceived value is beneficial for the image of

the brand. (Balter, 2004). Sernovitz (2009) He described that word of mouth is not direct

marketing it is the process of sharing experiences that a consumer shares. Word of mouth

can play a vital role in a good and effective marketing and he emphasis that a company’s

concern should be at highest point on word of mouth. He further explained with various

categories. (1) People are the medium of word of mouth. (2) Topic that people share

among their circles. (3) Tools that can be used to convey your message. (4) W.O.M. its

process among paired individuals. (5)W.O.M. is a trail on people to know how people

talk about products. Mangold, Miller, and Brockway (1999) As some scientist

distinguished the antecedents of mouth communication different but mouth

communication has a vital role to affect the purchase decision making of a consumer
 8

electronic items. Engagement ,Associated comfort, and understanding the predecessors

of W.O.M. communication (Barry, Brown, Gunst, and Dacin;2005) while Rossi and De

Matos Rossi (2008) recognize W.O.M. correspondence predecessors more extensively:

duty, quality, devotion, responsibility, fulfillment, saw esteem and certainty. Yu and

Tang (2010) It is another school of thoughts that communication through mouth would

be more affective when there is richness in words, posture, eye contact, the tone in which

the message is being conveyed, intention and empathy. It is necessary to have such

content in your message Yu and Tang (2010) to have a strong mouth communication all

the aspects are equally important at their respective position. Aspects such as the content

and the language which is easy to understand. These contents are important for a mouth

communication because at some extent it has a persuasive degree and phrases. Casielles,

Álvarez, and Lanza (2013). Usefulness of message is related to the content i.e language,

words etc. To convey information, word of mouth is the oldest and effective way with

vast variety. (Dellarocas, 2003),. It is the passing, exchange of information among many

consumer electronic that its strength changes the perception, attitude towards the product

or a service. (Arndt, 1967)There are many other authors who have different definitions

like individuals communicating about the goods and service, product or brand is a

W.O.M. . Another perception on word of mouth is that it triggers the commercial (Litvin

et al., 2008). Word of mouth provides information about the product, service or brand

other than advertising that affects the decision making of a (2007 Brown et al., ). WOM

its the most influencing key who affect the behavior of consumer . (Daugherty and

Hoffman, 2014). Also great source of the information when the product is not on hand or

not delivered to final consumer. (Litvin et al., 2008; Jalilvand and Samiei, 2012). Some
 9

of the previous research shows that consumer gives more preference to the

product/service whose information is conveyed through word of mouth than tradition

media that includes T.V, radio, newspaper, digital advertisement. (Cheung and Thadani,

2012). That is why it is the most influencing mode of conveying a message (Lau and Ng,

2001). Word of mouth is a tool that can cater a lot of receivers thus this quality leads

words of mouth to reliability and affective way of communication. (Arndt, 1967; Lee and

Youn, 2009).

Brand Image:

“The purpose of brands is, and constantly has been, to provide data to shape the

perception about their products.” (Economist 1994). According to David Aaker (1991)

brands help to segregate the perception of a specific product from others products in the

market. This may have been the innovative principle of brands, but their properties now

spread far outside simply classifying the basis of a product. Perceived quality about a

particular brand also shrink customer search costs and perceived risk (Aaker 1991).

Brands shape the premise of connections amongst firms and clients, going about as

sources of trust and duty (Hess and Story, 2005). They may likewise fill in as a product

of item quality when shoppers need target data (Aaker 1991). Two things lying above

shelf—particular costs $3.49, another cost $2.69. The fundamental complexity among

both things? Particular have a check name and the check name is not present on other. An

individual might barely walk around a store before observing a lot of items open;

shoppers hold higher decision today than later in new memory. Among the abundance of

items sit bland assortments. Lower in cost and generally bundled tastelessly, these

merchandise are regularly disregarded for their more appealing partners. Be that as it
 10

may, would it be a good idea for them to be? On the off chance that the main contrast

between mark name and bland items is the glued on name, customers might pay a high

cost for reasons unknown. There has been a current pattern in showcasing far from value-

based deals to relationship building (Gronroos 1997; Gummesson 2002). Firms have

perceived that it isn't just conceivable, however extremely attractive, to set up enduring

connections with their customers. In some ways, this is a characteristic subsequent stage

in the development of showcasing. Moving past simple fulfillment, connections

encapsulate trust and individual duty by the client to the relationship (Hess and Story

2005). The store of trust and responsibility is the brand. It gives an exemplification of the

firm with which clients can bond. Client mark connections give common advantages,

however for firms they open another universe of showcasing openings. A third real

commitment of brands to firms' prosperity is their potential incentive as signs of value.

Flagging hypothesis initially developed amid World War II, and was adjusted to

showcasing settings in the mid 1980's (Singh and Churchill 1986). As per flagging

hypothesis, when shoppers need data concerning item quality, providing a brand name

goes about as a flag of a solid's sense of duty regarding fulfillment. There is a suggested

holding segment, the danger of losing the interest in the brand name, that guarantees that

a firm is focused on giving high caliber when items convey their mark. Brand picture is

analyzed broadly considering the 20 the century on account of its hugeness in

constructing value of brand. In the unyieldingly engaged world market put, associations

require a more significant comprehension into customer conduct what's more, show

clients about the check with a particular ultimate objective to make effective exhibiting

systems. In the following section, we will talk about the relationship between customers
 11

insight of brand picture and customer behavior. Creating a brand image is one of the most

important aspect of any company. A perceived value of a product makes the brand image.

As far as concern of consumers electronics there are many electrical appliances available

in the market . Some have good brand image and some have bad image. A positive brand

image of any electrical item depends on the quality that a consumer perceives. Producers

of a considerable lot of the world' s top brands consume a lot of exertion placing identity

into their brands since mark identity can be a critical device in separating their image

from the opposition. Brand picture is one of the important factor of brand value, which

implies purchaser's general acknowledgment and sense about a stamp and have a direct

effect on purchaser. As sponsors which affects electrical things, whatever their

associations ' publicizing techniques are, the standard inspiration driving their elevating

forces that affect purchasers ' point of view, assessments, quality that a shopper saw.

Brand simply creates its structure in client cognition, likewise, engage clients genuine

acquiring brand behavior, appropriately extending bargains, revealing a little of the pie

and establishing esteem of a brand. Brand picture has positive and noteworthy effect on

shopper trust. Increment in saw quality and confide in portrayed in a specific brand

inclination.

Country of Origin:

Any impact, positive or negative, on consumers’ perception of product quality after

receiving information that to which country product belongs to is refered as country of

origin effect. (Samiee 1987). Etzel and Walker[1], Gaedeke[2], Kincaid[3], Lillis and

Narayana[4], Nagashima[5], and Reierson[6] have explored perceived item quality.In

these investigations, view of value was the needy variable and nation of birthplace data
 12

filled in as the autonomous variable. As a rule, these investigations presumed that buyers

have an arrangement of biased demeanors with respect to quality in view of nation of

root. Etzel and Walker[1] guessed that customers' assessments of all items from a nation

will contrast altogether from assessments of particular items from that nation. Etzel and

Walker researched regardless of whether national item generalizations are compatible

with states of mind towards particular sorts of items. Utilizing items from Germany,

Japan, and the USA, they found a noteworthy distinction between purchasers' impression

of outside national item generalizations and pictures of particular items from that nation

for everything except one circumstance (German items versus German cars). In this

manner, as indicated by their discoveries, buyers separate the "made in" picture from

pictures of particular item classes. This examination managed particularly with

automobiles, cameras and toys, and in this way may not have any significant bearing to

clothing items. Such contrasts between general national item mentalities and more

particular. Accomplishment in the retail condition relies upon the capacity to figure and

fulfill customer needs and needs. Because of expanding intensity in the global retail

commercial center, producers and retailers should be all the more definitely tuned in to

anticipating and in this manner taking care of the requests of the shopper. So as to do this,

one evaluates shoppers' view of item attributes and encompassing pictures that maybe

impact the buy choice. The picture of the nation where the item was made may be viewed

as an affecting component in the shopper's buy choice. In this article, the significance of

the nation of root picture is tended to. Past research exploring the impact of nation of

cause on shoppers introduces a to some degree conflicting picture. Etzel and Walker[1],

Gaedeke[2], Kincaid[3], Lillis and Narayana[4], Nagashima[5], and Reierson[6] have

 13

examined perceived product quality. Item attributes (for items other than clothing)

likewise have been found by Gaedeke[2], Reierson[6], Nagashima[5,15], and

Krisknakumar[16]. These examinations show that states of mind towards items from a

nation shift by item classification. Papadopoulos et al.[21] compressed the examination

on nation of starting point in the accompanying path: "1) there is no doubt that a 'nation

of root' impact exists; 2) the two buyers and modern purchasers are influenced by 'made

in' pictures; 3) made-in generalizations can be changed, in any event in the long haul; 4)

other item traits, for example, cost, may influence outside item observations; and 5)

remote generalizations may fluctuate crosswise over item classifications or customer

sorts"[21, p. 9]. The worldwide integration of the present business condition has brought

about an interesting issue for producers, advertisers, and shoppers. The nation of

beginning (where an item is made its merchandise in specific nations and how to mark.

While applied and observational confirmation in the writing underpins the conflict that

the nation of beginning effects upon the customer's view of value, clarifications with

respect to why are for all intents and purposes non-existent. Disregarding the developing

significance of the nation of-cause impacts, most investigations have depended only on

the "made-in (nation)" mark, or source nation as an essential estimation boost. Analysts

have neglected to consider the impacts that emerge from a purchaser's distinguishing

proof of the nation of starting point, with the brand name that the item conveys. It is

contended here that the nation of-root impacts are caused by shoppers' recognizable proof

of the nation of-source from mark names and also "made-in" data signs. In the present

investigation, congruity hypothesis was used to gauge how buyers assess the nature of

clothing when related with various nations of starting point. Tannenbaum and
 14

Osgood[22] expressed the rule of congruity as takes after: "changes in assessment are

dependably toward expanded congruity with the current casing of reference"[22, p. 43].

Like different speculations of psychological consistency, congruity hypothesis expresses

that, when people encounter irregularity, strains emerge which compel an arrival to

consistency. Utilizing congruity hypothesis, Mazursky and Jacoby [23] inspected quality

pictures of retail locations when related with brands having positive or negative pictures.

They found that, when an extremely positive store picture was connected with a more

negative brand picture, the resultant joined picture was as low as, if not lower than, the

low brand picture segment evaluated independently.

 15

Research Methods

 Method of Data Collection: 

E-Questionnaires would be the instrument for research data collection via Google

forms. Primary source is used in order to collect the data.

 Sampling Technique: The sampling technique applied to measure the concerned

data collected through survey instruments is Non-Probability based convenient

sample which depicts that every part of the populace need known non-zero

likelihood from claiming constantly chose.

 Sample Size: A sample of 300 respondents will be taken into consideration.

 Instrument of Data Collection:

The data will be collected through questionnaires.

 Research Model Developed:

Independent Variables Dependent Variable


Word of Mouth



 Brand Image Perceived Quality

Country of Origin
 16

Hypothesis:

H1: word of mouth has an impact on perceived quality.

H2: brand image has an impact on perceived quality.

H3: country of origin has an impact on perceived quality.

 Statistical Technique: Multiple linear regression cause and effect technique is

used in order to identify relationship between each independent variable with the
dependent variable.
 17

Results:

As the title of this study suggest that the researcher aimed at gathering the data related to

the impact on perceived quality in electronics goods, here for further statistical analysis

convenient sampling is used in order to collect the data. This data collection consists of

206 respondents. The hypothesis framed during the initial stage of the study, were tested

by putting them to the statistical tests. As the study composed of three independent

variables i.e. word of mouth, brand image, country of origin and its relation with the

depended variable i.e. perceived quality the Multiple linear regression technique was

used. The results obtained are presented further.

Model Summary
Adjusted R Std. Error of
Model R R Square Square the Estimate
1 .345a .119 .106 .50498
a. Predictors: (Constant), COO_Mean, WOM_Mean,
BI_Mean

The Adjusted R Square value is 0.106 which demonstrates that 10.6% varibility in

perceived quality is explained by country of origin, word of mouth and brand image.
 18

ANOVAb
Sum of
Model Squares df Mean Square F Sig.
1 Regression 6.954 3 2.318 9.090 .000a
Residual 51.511 202 .255
Total 58.465 205
a. Predictors: (Constant), COO_Mean, WOM_Mean, BI_Mean
b. Dependent Variable: PQ_Mean

The Sig. value is 0.000a which demonstrates that since the value is below than 0.05

therefore the research model for the study is accepted and the model of this research is

significant.

Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 2.011 .343 5.864 .000
WOM_Mean .268 .075 .250 3.554 .000
BI_Mean .130 .075 .128 1.744 .083
COO_Mean .061 .058 .074 1.058 .291
a. Dependent Variable: PQ_Mean

Word of Mouth:

H1 stating that word of mouth has an impact on perceived quality was tested, it was

found that the Sig. value of WOM_Mean was 0.000 in Coefficients table. As it is below

than 0.05 so the H1 is accepted. This indicates that customers who buy electronic goods
 19

are effected by word of mouth marketing as it influences the perception of quality that

they have about electronics.

Brand Image:

H2 stating that brand image has an impact on perceived quality was tested, it was found

that the Sig. value of BI_Mean was 0.083 in Coefficients table. As it is above than 0.05

so the H2 is rejected, and hence it tells us that the consumers do not change their

perception of quality by looking at brand image of electronics items.

Country of Origin:

H3 stating that country of origin has an impact on perceived quality was tested, it was

found that the Sig. value of COO_Mean was 0.291 in Coefficients table. As it is above

than 0.05 so the H3 is rejected. The consumers perception of quality in electronics items

have no significance impact from where that product is manufactured.

Hypothesis Summary Table

S.N Hypothesis T- value Sig- value Remarks

o
1 Word of mouth has an impact on 3.554 .000 Accepted
perceived quality.
2 Brand image has an impact on 1.744 .083 Rejected
perceived quality.
3 Country of origin has an 1.058 .291 Rejected
impact on perceived quality.
 20

Conclusion & Discussions:

Conclusion:

This research was designed to observe the variations in consumer perceived quality from

word of mouth, brand image and country of origin in electronics goods. According to the

results of this study, it is concluded that the most part in responses were people with age

bracket of 21 to 30. The responses of this study was about male 76.2% and female 23.8%.

Word of mouth in our study is consider to be the first variable. The variable does have a

significant impact on consumer perceived quality in electronic goods. This explains that

in some way people do get influenced under word of mouth when talking about quality of

a particular brand. This relationship between word of mouth and perceived quality might

lead towards variation in buying decision.

The second variable of this study is brand image and this study tell us that its impact is

insignificant on consumer perceived quality. No matter how good or how bad brand

image a company might have it will not change consumers’ perception about the quality

that they have stored in their minds. Country of origin is the last variable of this study

which shows us that it does not have an impact on consumer perceived quality. The

consumer who are utilizing a electronic product of particular brand are unlikely to judge

the product quality by knowing where that product was made. This tell us that consumer

gives more preferences towards the actual experience that they encounter by using it and

not get influenced by its country of origin.

 21

These were the primary factors which we examined upon and reached a conclusion that

perceived quality depends on various variable yet we additionally learnt that there are

couple of factors which might not directly affect perceived quality.

Limitations:

The scope of this research paper is not flawless and has a few limitations. Since only

convience sampling was used in this study having only a sample size of 200 respondents,

the respondents are from limited geographical region i.e. majority were students of Iqra

university. The consequences can only be summed up back to this sample only.

There might also be other issues such as lack of reliable data because of biased responses

provided in questionnaires or the questionnaires are might not up to the mark and are not

a aligned to provide best results according to this study.

It is imaginable that distinctive outcomes might be discovered if we have taken some

other variables or have make other industries, brands and/or products as a part of this

study.

Recommendations:

Further research can be more better carried by increasing sample size and by adding other

as possibly play a better role in the study. In conducting this study of electronics goods

the data is collected from respondents usually belongs to Karachi, study can be

improve if the research is diversify and data is collected from different states and

localities of  Pakistan or going at global scale might be the best option to consider.
 22

In this study the independent variables are not much able to influence the dependent

variable, there might be many other variables that we have missed out in this study and

might have done a better job in controlling the dependent variable, so for further research

it is better to have more than three independent variables this will not only increase the

amount of variables for more accuracy but might also provide more quality variables.

Basically the study was under electronics goods industry. Thus we can use any different

industry rather than electronic goods which might led us towards more good responses

from respondents while conducting the research and ultimately providing more unbiased

and genuine results to support our study.

Implications:

Nowadays consumers have become more quality aware due to exposure of local and

global media, for marketers it have become a genuine test to find the ways that enhance

buyers’ view of quality about their brands. Signals that can trigger their cognitive

memory into thinking in a positive manner about them? A solution to this inquiry would

allow firms to choose whether to put assets in product advancement (intrinsic cues) or in

marketing (extrinsic cues) for enhancing customers’ perception about quality. In light of

discoveries of this examination, a basic and conclusive response to this inquiry is

unlikely.

Despite the fact that sets of products with a similar brand name and labels were judged to

be of equivalent objective quality, most of responses demonstrated that word of mouth

distinctions were solid in the customers' brains that they were capable to distinguish the

attributes that lead them to feel one was of prevalent quality. Marketers and
 23

Manufacturers both can utilize this data to find which product features they must work on

in order to create better image in mind of customers and spotlight on conveying these

features in their promotional advancement exercises.

Discoveries also show us that different type consumers are unable to contrast qualities of

distinct products. There were no critical contrasts in view of the consumers’ gender their

opinions is based on the interactions and word of mouth of an electronic product that they

get from different individuals. Once more, this would recommend that marketers and

manufacturer must claims in view of product quality rather than investing their resources

on any promotional activity that will perhaps coordinate towards the person’s interest in

that particular electronic brand and/or product.