National Textile University, Faisalabad

(Assignment No. 2)

Student’s Name: MUHAMMAD SAJID ALTAF

Reg. No.: 2021-NTU-MSBA-5012
Course Title: Strategic Marketing
Course Code: SM-6093
Submission Date:
Email: muhammadsajidaltaf@gmail.com

Program: MSBA
Faculty: FBS
Semester/Sections/: 01
Total Marks: 05
Instructor Name: Dr. Muhammad Ahmad Ur
Rehman
Q. Draw the theoretical frameworks of the statements given below.

1)
Brand researchers have developed several conceptualizations of brands and how brands affect
consumer purchases. These conceptualizations confirmed that brand awareness and brand image both
aspects are determinants of consumer purchase behavior.

Theoretical Frameworks

Brand
Awareness Consumer
Purchase
Behavior

Brand Image

Independent Variable Dependent Variable

(b)

Hypothesis:

Brand Consumer Purchase

Awareness Behavior H-1

Brand Image Consumer Purchase H-2

Behavior

Brand Awareness Consumer Purchase Behavior

Brand Image Consumer Purchase Behavior

 2) Telecom sector of Pakistan is expanding its operations rapidly. Increasing
competition, diversification of services and application of aggressive marketing
techniques have appraised customers not only the available facilities but made them
conscious about better services. Consequently, managers are keener to understand
switching behavior of customers in telecom sector. In mobile sector customers who
are more sensitive towards service (price) are more likely to (switch to other mobile
services). However, usage of services would alter their likelihood toward switching.
Scientific research on customer sensitivity and switching behavior found that usage of
services plays critical role on altering customers’ decisions. Research examined that
customers with low usage of mobile services are least price sensitive and therefore are
less likely to switch the mobile services despite unfavorable change in prices level.
Whereas high users of mobile services are more sensitive to price changes and
therefore would quickly make decision for any change in price of mobile services.

Theoretical Framework: -

Switching
Usage of Service Behaviors of
(Independent Variable)
Customers
(Dependent Variable)

Price
(Moderate Variable)

Hypothesis:
Usage of Service Switching Behaviors of Customers
Usage of Service Price
Price Switching Behaviors of Customers
Usage of Service Price Switching Behaviors of Customers
 3) Brand practice, to some degree, has followed a similar path. For a long time, establishing brand
awareness and image have been key goals of brand management. Brand marketers, especially in fast
moving consumer goods such as food items as well as mass market sports, apparel and electronics
items, spend considerable resources to assess and track consumer awareness of brands and brand
image. Recently, sophisticated and forward-looking marketers and research agencies have moved into
brand relationship domains incorporating relationship-based ideas such as trust and bonds with a brand
into brand management and measurement. Researchers reported that both Brand awareness and Brand
image-initiated brand trust building in customers’ perception and when customers built their trust on
brand they would likely to attach with that brand. In other words, brand trust could be one of the
antecedents of brand attachment. And finally brand attachment bound customer to plan for purchase.

IV MV MV

Brand Image
Plan for
Brand Purchase
Trust
Attachments (Dependent Variable)

Brand
Awareness

Hypothesis:
Brand Image Trust
Brand Image Brand Attachments
Brand Image Plan for Purchase
Brand Awareness Trust
Brand Awareness Brand Attachments
Brand Awareness Plan for Purchase
Trust Brand Attachments
Trust Plan for Purchase
Brand Attachments Plan for Purchase
Brand Image Trust Plan for Purchase
Brand Image Brand Attachments Plan for Purchase
Brand Image Trust Brand Attachments Plan for Purchase
Brand Awareness Trust Plan for Purchase
Brand Awareness Brand Attachments Plan for Purchase
Brand Awareness Trust Brand Attachments Plan for Purchase
 4) It is now widely accepted that both technical and functional service quality elements
will have a positive effect on customer evaluations of an organization and recent
evidence suggests a positive relationship between service quality and trust, that trust
in turn generates loyalty and positive behavioral intentions. A firm that consistently
meets or exceeds the technical or core performance expectations of customers will
cultivate more trusting relationships with its customers.

Theoretical Framework: -

T & F Service Quality Customer loyalty

Elements & +Ve Behavior
(Independent Variable) (Dependent Variable)

Trust
(Moderate Variable)

Hypothesis:
T & F Service Quality Elements
T & F Service Quality Elements
Trust
T & F Service Quality Elements
Customer loyalty & +Ve Behavior
Trust
Customer loyalty & +Ve Behavior
Trust Customer loyalty & +Ve Behavior
 5)
A manager believes that good supervision and training will increase the production
level of workers.

Supervision
Production

Training

Independent Variable Dependent Variable

(b)

Supervision and Training is the Independent Variable help to explain the

variance in the production. Further more Production is the Dependent Variable
(main variable of Interest)

Hypothesis:

Supervision Production

Training Production

Supervision Production
Training Production
 6) Research studies indicate that successful new product development has an influence
on the stock market price of the company. That is, the more successful the new
product turn out to be, the higher will be the stock market price of that firm.

Theoretical Framework: -

Stock Market
New Product
Price
Success

Independent Variable Dependent Variable

The “success of the new product” is the independent variable, and

“stock market price” the dependent variable.

Hypothesis:

Stock Market
New Product
Price
Success

New Product Success Stock Market Price

 7) A marketing manager believes that selecting physically attractive spokespersons and
models to endorse their products increases the persuasiveness of a message.

Theoretical Framework: -

Selecting Physically
Attractive Persuasiveness of
Spokespersons and message
Models

Independent Variable Dependent Variable

Selecting Physically Attractive Spokespersons and Model is the

Independent Variable because this will cause the effect, it is not being
affected by anything.
Persuasiveness of message is the Dependent Variable it is being
affected by Selection of Physically Attractive Spokespersons and Models.
Hypothesis:

Selecting Physically
Attractive Persuasiveness of
Spokespersons and message
Models

Selecting Physically Attractive Spokespersons and Models Persuasiveness of

message
 8)
A prevalent theory is that the diversity of the workforce contributes more to organizational
effectiveness because each group brings its own special expertise and skills to the workforce. This
synergy can be exploited, however, only if managers know to harness the special talents of the diverse
work group; otherwise they will remain untapped.

Theoretical Framework: -

Workforce Diversity Organizational

(Independent Variable) Effectiveness
(Dependent Variable)

Managerial
Expertise
(Moderate Variable)

In the above scenario, Organizational Effectiveness is the

Dependent Variable, which is positively influenced by Workforce
Diversity the independent variable. However, to harness the potential,
managers must know how to encourage and coordinate the talents of the
various groups to make things work. In other words, the effective
utilization of different talents is contingent on the skill of the managers in
acting as catalysts. This Managerial Expertise then becomes the
Moderating Variable.
Hypothesis:
Workforce Diversity Organizational Effectiveness
Workforce Diversity Managerial Expertise
Managerial Expertise Organizational Effectiveness
Workforce Diversity Managerial Expertise Organizational Effectiveness
 9)
A manager finds that off-the-classroom training has a great impact on the productivity of the
employees in the department. However, she also observes that employees over 60 years of age do not
seem to drive much benefit and do not improve with such training.

Theoretical Framework: -

Productivity
Off-the-Classroom of
Training (Independent Variable) Employees
(Dependent Variable)

Age (Over
60 Years)
(Moderate
Variable)

In this scenario Off-the-Classroom Training is Independent Variable, Age

(Over 60 Years) is moderate Variable and Productivity of Employees is
Dependent Variable.
Hypothesis:

Off-the-Classroom Training Productivity of Employees

Off-the-Classroom Training Age (Over 60 Years)

Age (Over 60 Years) Productivity of Employees

Off-the-Classroom Training Age (Over 60 Years) Productivity of

Employees
10)
A.
It has been found that there is a relationship between the availability of reference manuals that
manufacturing employees have access to, and the product rejects. That is, when workers follow the
procedures laid down in the manual, they are able to manufacture products that are flawless.

Nos. of
Availability of rejects
reference manuals

Independent Variable Dependent Variable

In this Diagram of the relationship between the Independent Variable

(Availability of Reference Manuals) and the Dependent Variable (Rejects)

B.
Although this relationship can be said to hold true generally for all workers, it is nevertheless
contingent on the inclination or urge of the employees to look in the manual every time a new
procedure is to be adopted. In other words, only those who have the interest and urge to refer to the
manual every time a new process is adopted will produce flawless products.

Availability of Nos. of
reference manuals rejects

Independent Variable Dependent Variable

Interest and
Inclination
(Moderate Variable)

Moderating Variable

In this diagram of the relationship between the Independent Variable

(Availability of Reference Materials) and the Dependent Variable (Rejects) as
moderated by the Moderating Variable (Interest and Inclination).
Hypothesis:
Availability of reference manuals Nos. of rejects
Availability of reference manuals Interest and Inclination
Interest and Inclination Nos. of rejects
Availability of reference manuals Interest and Inclination Nos. of rejects