Chapter 1

Introduction

1.1 Background of the study

Today is consumer face a growing range of choice in the products and services. They
can buy; they are making their choice on the basis of their perception of quality,
services and values. How the customer choose a brand among many brands depend on
the brand behaviour. It implies the companies to understand the brand behaviour of
the consumer in order to attract to buy their goods and services (Kotler, Leong, Ang
and Tan, 2005)
The consumer decision-making, regarding purchase and utilization of different
products and services, is influenced by many internal as well as external factors.
Among the external factors, the most important and significant are the attributes of the
product itself, the brand and the package in which it is in cased. Attributes are those
descriptive features that characterize a product or service- what a consumer thinks the
product or service is or has and what is involved with its purchase or consumption.
Consumer buying behaviour is affected by many socio-cultural factors like social
class, demographics, personality, and beliefs etc. However, besides these, the product
itself also makes their decision for them because of the message it transmits, the
visual impact it makes, the significant colours and logo of the brand, the brand image
and awareness, and the price. Price is a particularly important attribute association
because consumers often have strong beliefs about the price and value of the brand
and may organize their product category knowledge in terms of the price tiers of
different brands.
A successful brand name is the most valuable resource a company has the brand name
encompasses the years of advertising , good will, quality evaluation, product
experience and other beneficial attributes the market associate with the product (Philp
R Cateora and John L.Graham 2005 ).A brand is a unique and identifiable symbol,
association, name or trademark which serves to differentiate competing products or
services; it represents not only a physical trigger but moreover an emotional hooks to
create a relationship between consumers and the product/service (Blackston 2000).
The creation of an effective brand not only captures a greater share of the market, but
optimizes marketing effectiveness as well. Successful branding requires a strategic

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perspective. Strong and durable brand concepts communicated to well target segments
result in favourable brand images which reflect the brands identity. Brands signal a
level of quality to consumers and can be effectively used to gain a competitive
advantage. Branding has been generally recognized as the key to success in nowadays
business, especially in rapidly developing fields. It provides value to the consumer
through the buying process and thus assures value to the company by attracting
consumers and stimulating loyalty. Brand image represents a set of associations
established within the minds of customers, implying a promise to them and
representing what the brand currently stands for (Batra & Residencer 2004). Image
represents what consumer’s think of you, while identity represents who your brand is
and what it stands for.
The brand name is quite often used inter changeable within brand, although it is more,
correctly used to specifically denote written or spoken liquate elements of any product
or image of company. Brand image are typically the attributes one associate with a
brand. Here we want to consider, the brand owner will seek to bridge the gap between
the brand image and brand identity. Effective brand names build a connection
between the brand personalities as it is perceived by the target audience. Typically,
sustainable brand name is easy to remember, transcend, trends and have positive
connection. Brand identity is fundamental to consumer recognition and symbolizes
the brand’s differentiation from competitors.
Cargills food city is rated the third most valuable brand in Srilanka, and it is the
involved in retailing goods through the following brands.
Cargills food city –super market
Cargills express – convenience stores
Cargills book city – book shops
Cargills big city – hyper market
KFC –Franchisee within Srilanka
Cargills is involved in food manufacturing through their brand name, such as. Cargills
meats, Cargills kist, Cargills magic, Cargills lanka milk and suprema. It has also,
earned the highest brand equity in the ASIA pacific region. Cargills is introduce the
latest standards of food production and innovation, specially their highly – specialized
manufacturing units produce, meat, dairy, fruits and vegetable under the brand name
of Cargills.

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It is show the people’s consumer behaviour is turning into the Cargills brand name,
that the reason Cargills has the largest chain of retail food outlets in the island with
the Cargills food city rated the most valuable retail brand in Srilanka.
This research study and analyse in a Batticaloa how to impact of Cargills brand name
on purchase behaviour.

1.2 Problem statement

The brand name of Cargills become and establishing the well published among the
people. Under the Cargills brand name many type of consumable products are
available, and they are market their products, directly to consumer through their retail
shops.
The researcher likes to make out the reason. The reason may be, the consumer how to
attractive by the ‘Cargills’ brand name? Or, they would like to purchase the quality
Cargills branded product? Or, they exercise the mind to forms opining. Where they
can be obtaining the beneficent goods?
Therefore, this research acts of reflect the impact of brand name on purchase
behaviour; special reference to Cargills brand name in Batticaloa district.

1.3 Research Questions

1. How to Brand element impact of Cargills Brand name on purchase behaviour in
Batticaloa?
2. How to Brand awareness impact of Cargills Brand name on purchase behaviour in
Batticaloa?
3. How to Brand imagery impact of Cargills Brand name on purchase behaviour in
Batticaloa?
4. How to Brand resonance impact of Cargills Brand name on purchase behaviour in
Batticaloa?
5. How to Brand performance impact of Cargills Brand name on purchase behaviour
in Batticaloa?
6. How to Brand association impact of Cargills Brand name on purchase behaviour in
Batticaloa?
7. How to Brand perceived quality impact of Cargills Brand name on purchase
behaviour in Batticaloa?

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1.4 Research objectives
It is very important to determining objectives for implementation of future plans and
it is also important as a guide for future plans and directing it forward. According to
this research topic objectives can be divided in to two parts as main objectives and
specific objectives.
Main Objective
To study on the impact of brand name on purchase behaviour; special reference to
Cargills brand name in Batticaloa district.

Specific Objectives
1. To find out impact of brand element in the Cargills Brand name on purchase
behaviour in Batticaloa.
2. To find out impact of brand awareness in the Cargills Brand name on purchase
behaviour in Batticaloa.
3. To find out impact of brand imagery in the Cargills Brand name on purchase
behaviour in Batticaloa.
4. To find out impact of brand resonance in the Cargills Brand name on purchase
behaviour in Batticaloa.
5. To find out impact of brand performance in the Cargills Brand name on purchase
behaviour in Batticaloa.
6. To find out impact of brand association in the Cargills Brand name on purchase
behaviour in Batticaloa.
7. To find out impact of brand perceived quality in the Cargills Brand name on
purchase behaviour in Batticaloa.

1.5 Scope of the study

This research is limited to brand element, brand awareness, brand imagery, brand
performance, brand association, brand perceived quality and consumer behaviour and
study of how to brand name impact on purchase behaviour. The information will
gather from direct interviews and questionnaires from consumers. The criteria use to
select sample size in proportionate stratified convenient sampling, for this survey is a
manageable number of sampling, time and power consideration. On this basis total of
200 consumers are selected from Batticaloa district.

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1.6 Significant of the Study
The basic significant of this is identifying the impact of ‘Cargills’ brand name on the
purchase behaviour in Batticaloa district. Under this researcher expected to prepare
questionnaires and obtain primary data from the selected customers. Finally expected
to analysis data and final conclusion. Therefore by using this research report, any one
able to obtain wide knowledge ‘Cargills’ brand name and purchase behaviour and
relationship between them.

1.7 Summary
Under this firstly described background of the study as the entrance for the research
topic. After that problem statement was done. Than built research question which
were necessary to perform research process well and accurately. After that research
objectives were presented as main objectives and specific objectives. Finally briefly
describe about the significant of the study.

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 CHAPTER - 02
LITERATURE REVIEW

2.1. Introduction

Literature review is an integral part of entire research process. It provides a theoretical

background to the reader and it broadens the knowledge base in the research area. The
literature review gives the introduction to brand and which gives explanation about
the impact of brand name. Finally this chapter reviews the measurement tools for
measure the impact of brand name on purchase behaviour.

2.2. Brand

The central concern of brand building literature experienced a dramatic shift in the
last decade. Branding and the role of brands, as traditionally understood, were subject
to constant review and redefinition. A traditional definition of a brand was: “the
name, associated with one or more items in the product line that is used to identify the
source of character of the item” (Kotler 2000, p. 396). The American Marketing
Association (AMA) definition of a brand is “a name, term, sign, symbol, or design, or
a combination of them, intended to identify the goods and services of one seller or
group of sellers and to differentiate them from those of competitors” (p. 404).Within
this view, as Keller (2003a) says, “technically speaking, the n, whenever a marketer
creates a new name, logo, or symbol for a new product, he or she has created a brand”
(p. 3). He recognizes, however, that brands today are much more than that. As can be
seen, according to these definitions brands had a simple and clear function as
identifiers.
Before the shift in focus towards brands and the brand building process, brands were
just another step in the whole process of marketing to sell products. “For a long time,
the brand has been treated in an off-hand fashion as a part of the product” (Urde 1999,
p. 119). Kotler (2000) mentions branding as “a major issue in product strategy”
(p.404). As the brand was only part of the product, the communication strategy
worked towards exposing the brand and creating brand image. Aaker and
Joachimsthaler (2000) mention that within the traditional branding model the goal

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was to build brand image; a tactical element that drives short-term results. Kapferer
(1997) mentioned that “the brand is a sign -therefore external- whose function is to
disclose the hidden qualities of the product which are inaccessible to contact” (p.
28).the brand served to identify product and to distinguish it from the competition.
“The challenge today is to create a strong and distinctive image” (Kohli and Thakor
1997, p. 208). Concerning the brand management process as related to the function of
a brand as an identifier, Aaker and Joachmisthaler (2000) discuss the traditional
branding model where a brand management team was responsible for creating and
coordinating the brand’s management program. In this situation, the brand manager
was not high in the company’s hierarchy; his focus was the short-term financial
results of single brands and single products in single markets. The basic objective was
the coordination with the manufacturing and sales departments in order to solve any
problem concerning sales and market share. With this strategy the responsibility of
the brand was solely the concern of the marketing department (Davis 2002). In
general, most companies thought that focusing on the latest and greatest advertising
campaign meant focusing on the brand (Davis and Dunn 2002). The model itself was
tactical and reactive rather than strategic and visionary (Aaker and Joachimsthaler
2000). The brand was always referred to as a series of tactics and never like strategy
(Davis and Dunn 2002).

2.2.1 The Characteristics of a Brand

To comprehend the contemporary circumstances of international branding strategy, it

is necessary to scope the branding concept. Two main approaches to defining a brand
are suggested by Styles and Ambler (1995). The first definition is the more recent
holistic view that emphasises the brand itself, rather than just the product. Thus “the
brand is considered to be the sum of all elements of the marketing mix: product is just
one element, alongside price, promotion and distribution” (Ambler & Styles, 1996,
p.10). The second is the more traditional product plus approach that views branding
as an additional aspect to the product.

The holistic view of a brand is ascendant in the current environment of brand

management. Hence, this study will adopt this approach. This definition implies that
a synergistic effect of the marketing mix can create added value for a brand. This

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added value is the principal basis for distinguishing a brand from a product. In fact,
the added value focuses on potential customers rather than the firm itself (Aaker,
1996; Farquhar, 1994; Keller, 2003; Levitt, 1980; McCracken, 1993). Thus, a brand
can build the added value surrounding the tangible features with distinctive benefits
perceived by customers. The combination of core functionality, added value, and
emotional values of a brand can create customer value and loyalty. Therefore, firms
that have successful brands with these attributes are more likely to perform better in
terms of creating stronger cash flows and higher earnings, consequently creating
higher values for shareholders as demonstrated by Yovovich (1988). With brands
being so important to firms and shareholders, it is useful to look at the evolutionary
process of branding in order to obtain a better appreciation of how it works. Branded
products or services, that have been the subject of great marketing research interest,
are a fairly recent significant historical phenomenon that can be dated back
approximately 120 years. Many customers still buy brands founded before the turn of
the twentieth century: Maxwell House coffee- 1873; Levis jeans- 1873; Budweiser
beer-1876; Ivory soap-1879; Coca-Cola soft drink-1886; Campbell’s Soup-1898;
Hersey Bar candy-1900 (Berry, 1988). Nevertheless, the initial concept of branding
goes back all the way to ancient Egypt, where brick makers placed brand symbols on
products to distinguish them from competitors. This functional purpose had
highlighted the branding decisions until the nineteenth century, when it became far
more concerned about the implication of value differences, which deals with
psychological aspects in brands rather than purely functional aspects (Farquhar,
1989).
Brand names now mean more than just a symbol representing the physical product of
a particular manufacturer or firm. Brands now denote a whole bundle of information
signifying all of their attributes and characteristics (Biswas & Sherrell, 1993; Jones,
1986). That is, not only are brands representing more than the underlying physical
product or service characteristics, but they also signal to the customers more than the
total of all their tangible and intangible characteristics. In other words, brands
become a reference point and have their own personality, which is classified as a post-
modern marketing approach (Goodyear, 1996).
In addition to this post-modern marketing view of brand, a brand can be used as a
corporate strategic tool to enhance a firm’s performance (Mosmans, 1996; Mosmans
& van der Vorst, 1998). Some argue that a brand can be placed as the focal point of a

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firm so that brand issues can be coordinated and given higher priority, and the
strategic decisions be promoted to the corporate level (Capon, Berthon, Hulbert, &
Pitt, 2001; Urde, 1994, 1999). This approach of brand orientation extends the
resource-based theory of marketing strategy, in terms of how brands are created,
developed, maintained, and protected, and can result in enhanced performance of
firms. Owing to the strategic advantage that brands can give firms, attention to
brands has moved from middle management to the corporate level. The implication
of this move is that the top management allocates resources to branding activities and
establishes a branding-being-very-critical culture within the firms.

2.2.2 Functions of brand

(For consumers) Identification of source of product, Assignment of responsibility to

product maker, Risk reducer, Search cost reducer, Symbolic device, Signal of quality.

(For Manufacture) Means of identification to simplify handling and tracing, Means of

legally protecting unique features, Signal of quality level to satisfied customers,
Means of endowing products with unique associations, Source of competitive
advantage, Source of financial returns. ("Strategic Brand Management" 3rd
edition,Kevin Lane Keller)

2.2.3 Importance of Branding

One of the truths of modern business is that there is almost nothing that your
competitors can't duplicate in a matter of weeks or months. If you have a great idea,
you can be certain that somebody will copy it before long. And not only will they
follow your lead, but they may also be able to do a better job or sell the product or
service at a lower price. The question then becomes, "What competitive edge do I
have to offer that cannot be copied by anyone else?"

The answer? Your brand.

Creating a strong brand identity will build mind share — one of the strongest
competitive advantages imaginable. As a result, customers will think of your business
first when they think of your product category.

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"A brand is the one thing that you can own that nobody can take away from you,"
says Howard Kosgrove, vice principal of marketing at Lindsay, Stone and Briggs
Advertising in Madison, Wis. "Everything else, they can steal. They can steal your
trade secrets. Eventually, your patents will expire. Your physical plant will wear out.
Technology will change. But your brand can go on and live. It creates a lasting value
above and beyond all the other elements of your business."

That value is often called brand equity, or the worth of the brand. Brand equity, unlike
other abstract marketing notions, can be quantified. For instance, if you owned the
Marlboro Company and wanted to sell it, you would begin to value the firm by
looking at the assets tied to the Marlboro brand. You would then identify the cost of
the factories, patents, trucks, machines and staff." They are worth a small fraction of
what you can sell that brand for," says Kosgrove. "The value of that brand is huge
compared to those actual physical assets."

The importance and value of branding becomes apparent when an entrepreneur wants
to sell his or her company or take it to Wall Street for a public offering or other
infusion of capital. It is often the brand that a business owner has to sell in such cases.

2.2.4 Advantages of branding

 Every product requires having identity or naming so that it could be identified

hence easy to Process Orders

 Legal Protection to Features.

 Only products with unique features Attract Customers that’s why branding
facilitates making customer loyal.

 Every part of market has specific needs so it promotes Segment Marketing

hence increases marketing efficiency.

 Strong Corporate Image.

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2.2.5 Types of Brands

A brand cannot be all things to all people. By definition, no one brand is going to
appeal to all customers. On the contrary, branding is based on the concept of
singularity — targeting individuals in a personal manner— and therefore precludes
the concept of universal appeal. This is why many brands broaden and widen their
appeal by creating tertiary brands or line extenders.

Although most industries and products or services can benefit from a brand, not every
product needs its own stand-alone brand. Brands can be separated into three
categories:

 Primary Brands.

 Secondary Brands.

 Tertiary brands

2.3. Brand Management

After taking a look at competitive advantage and licensing, the next big section talks
about brand management and all its branches. This point is extremely significant for
the research topic since it deals with the question of how to ideally manage a brand
and the whole brand portfolio in order to build brand equity that contributes as an
invaluable asset to the worth of the company.

Brand management can be defined as the supervision of brands of products and

services, from the time they are introduced into the marketplace, until they are
removed. “A brand is a name, term, sign, symbol, or design intended to distinguish
the goods and services of one seller from another” (Dalrymple & Parsons, 2000, p.
129) but can also be defined as “a name or some symbol or mark that is associated
with a product or service and to which buyers attach psychological meaning”. (Tybout
& Carpenter, n.d., p. 76) The important aspect of the second definition is that a brand
is much more than a name attached to a product because a brand includes a
summation of consumers’ perceptions and feelings about the attributes of a product.

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(Dalrymple & Parsons, 2000) Besides the name, logo, colour, symbol etc., which are
basically only marketing tools and tactics, the brand also represents the marketer’s
guarantee to deliver a particular set of features, benefits, and services, with
consistency, to the buyer. It is the task of the marketer to create a mission for the
brand as well as a vision of what the brand must be and do. (Kotler, 2003)
The amount and combination of associations, which can be connected to any product
as to construct a brand is endless. (Tybout & Carpenter, n.d.) Consequently marketers
try to create attractive images around their products in order to differentiate their
products from those of their competitors. The differentiation of the product is based
on tangible as well as intangible assets such as quality, shape, colour, and lifestyle
compatibility. (Dalrymple & Parsons, 2000)

2.3.1 Online brand management

Companies are embracing brand reputation management as a strategic imperative and

are increasingly turning to online monitoring in their efforts to prevent their public
image from becoming tarnished. Online brand reputation protection can mean
monitoring for the misappropriation of a brand trademark by fraudsters intent on
confusing consumers for monetary gain. It can also mean monitoring for less
malicious, although perhaps equally damaging, infractions, such as the unauthorized
use of a brand logo or even for negative brand information (and misinformation) from
online consumers that appears in online communities and other social media
platforms. The red flag can be something as benign as a blog rant about a bad hotel
experience or an electronic gadget that functions below expectations.

2.3.2 Brand orientation

Urde (1999) presents Brand Orientation as another brand building model that focuses
on brands as strategic resources. “Brand Orientation is an approach in which the
processes of the organization revolve around the creation, development, and
protection of brand identity in an ongoing interaction with target customers with the
aim of achieving lasting competitive advantages in the form of brands” (p. 117-118).
Brand orientation focuses on developing brands in a more active and deliberate
manner, starting with the brand identity as a strategic platform. It can be said that as a
consequence of this orientation the brand becomes an “unconditional response to
customer needs and wants” (p. 120). This should be, however, considered carefully

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given that “what is demanded by customers at any given moment is not necessarily
the same as that which will strengthen the brand as a strategic resource” (p. 121).
Following this reasoning, “the wants an needs of customers are not ignored, but they
are not allowed to unilaterally steer the development of the brand and determine its
identity” (p. 122).

2.3.3 Brand Leadership

Aaker and Joachimsthaler (2000) leave behind the traditional branding model and
introduce the brand leadership model, “which emphasizes strategy as well as tactics”
(p.7). In this model, the brand management process acquires different characteristics:
a strategic and visionary perspective; the brand manager is higher in the organization,
has a longer time job horizon, and is a strategist as well as communications team
leader; building brand equities and developing brand equity measures is the objective;
and, brand structures are complex, as the focus is on multiple brands, multiple
products, and multiple markets. In short, brand identity and creating brand value
become the drivers of strategy.

2.3.4 Brand Leadership

The brand equity concept has been mentioned in more than one of the previously
analyzed models. But what exactly is brand equity? Brand equity, as first defined by
Farquhar (1989), is “the ‘added value’ with which a given brand endows a product”
(p.24). Apart from Farquhar’s first definition of brand equity, other definitions have
appeared. According to Lassar, Mittal, and Sharma (1995), brand equity has been
examined from a financial (Farquhar, Han, and Ijiri 1991; Simon and Sullivan 1993;
Kapferer 1997, Doyle 2001b), and a customer-based perspective (Keller 1993;
Shocker,Srivastava, and Rueckert 1994; Chen 2001). In other words, financial
meaning from the perspective of the value of the brand to the firm, and customer
based meaning the value of the brand for the customer who comes from a marketing
decision-making context (Kim, Kim, and An 2003).
Brand equity has also been defined as “the enhancement in the perceived utility and
desirability a brand name confers on a product” (Lassar, Mittal and Sharma 1995,
p.13). High brand equity is considered to be a competitive advantage since: it implies
that firms can charge a premium; there is an increase in customer demand; extending
a brand becomes easier; communication campaigns are more effective; there is better

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trade leverage; margins can be greater; and the company becomes less vulnerable to
competition (Bendixen, Bukasa, and Abratt 2003). In other words, high brand equity
generates a “differential effect”, higher “brand knowledge”, and a larger “consumer
response” (Keller 2003a), which normally leads to better brand performance, both
from a financial and a customer perspective.

2.4 Brand element

A brand element is defined as visually or verbally distinct information that identifies

and differentiates a product or service. Examples of common brand elements include
names, logos, symbols, characters, slogans, and packaging. Marketers often choose
brand elements to build brand equity--to enhance consumers' brand awareness or
facilitate their formation of strong, favorable, and unique brand associations.
There are six criteria to choose brand elements.

1. Memorable. How easily is the brand element recalled?

2. Meaningful. Does it suggest product ingredients or personality it wears?
3. Likeability. How good it is aesthetically?
4. Transferable. If the brand can pass on brand image to same or different
categories.
5. Adaptable. How adaptable and updatable is the brand element?
6. Protectible. How legally protectible is the brand element?

2.4.1 Brand name

Naming a product is one of the key decisions a marketer makes. A brand name is the
foundation of the product, an asset to the company, and an important consumer cue
(Lubliner 1993). The name helps position the brand (Wind 1982) and adds value to
the product (Gurhan-Canli and Maheswaran, 1998).
Many studies have worked on the criteria for selection of a good and powerful brand
name. However, the guidelines differ from researcher to researcher. Chan and Huang
(1997) have generalized previous studies and categorized the desirable qualities into
three components.

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1. The marketing component: The brand name should be suggestive of the product
benefits; promotable, advertisable and persuasive; suited to package; fit with company
image and other products image.

2. The legal component: The brand name should be legally available for use and
unique in competition.

3. The linguistic component: This includes three requirements. Phonetic requirement

means it is easy to pronounce; pleasing when read or heard; pronounceable in only
one way and in all languages for goods to be exported. Morphological requirement
means the brand name is short and simple. Semantic requirement means the name is
positive, not offensive, obscene, nor negative; modern or contemporary, always
timely; understandable and memorable.
A good brand name should
 Be protected (or at least protectable) under Trademark law.
 Be easy to pronounce.
 Be easy to remember.
 Be easy to recognize.
 Be easy to translate into all languages in the markets where the brand will be
used.
 Attract attention.
 Suggest product benefits or suggest usage (note the tradeoff with strong
trademark protection.)
 Suggest the company or product image.
 Distinguish the product's positioning relative to the competition.
 Be attractive.
 Stand out among a group of other brands.

2.4.1.1 The Importance of Brand Name

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It is common knowledge in the business world that brand name is of the utmost
importance for any businesses, whether it involves food products, electronics items,
services offered or even property developers. Without a good and recognized brand
name, no matter how good the products or services are, the overall business (profit)
would probably not be as encouraging. A great brand name would be something that
people can associate with the products or services offered, like people would associate
super cars with Ferrari and Lamborghini, sports shoes with Nike and Adidas, soft
drinks with Coke and Pepsi, courier services with DHL and FedEx as well as fast food
withMcDonald's.

Marketing Company such as Brand Identity Guru will definitely help build up brand
names of different fields and specialties. It is specialized in supporting every phase of
a company's marketing effort by focusing on development of communications that
help increase the company image, product recognition over a period of time. In short,
it will focus on different needs of the company in enhancing the brand name as it sees
fit.

2.4.2 The Logo

Just like brand names, the most effective brands have very simple, easily identified
logos. A simple rule of thumb is that if you can't look at a logo for just 10 seconds
then draw it with pen and paper -- it's too complex. Good examples of simple but very
effective logos are those used by Mercedes, McDonalds, and the Yellow Pages.

If people can't remember what your logo looks like, they won't recognize it and they
won't remember your brand. In its simplest form, your logo can simply be the brand-
name itself, usually rendered in a tasteful font using contrasting colors.
And don't underestimate the importance of colors -- some companies have even
trademarked the colors they're using as part of their branding

In fact, the whole process of designing the shape and color-scheme for a logo can be
so critical that you might want to fork out good money to pay an expert to do the job.

2.4.2.1 Elements of a Good Logo:

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  It has a lasting value - trendy logos don't hold up over time.
 It is distinct - some amount of uniqueness, as long as it doesn't confuse, is
valuable.
 Appeals to your target market - if your target market is partial to blue then it
doesn't matter that you're not.
 Supports your USP - If you are trying to communicate your low prices then
your logo should support that image
 Legible - This seems pretty obvious but many people use typefaces and
images that can't be printed or carried to a large sign. Your logo should clearly
identify your company and it can't do that if people don't understand it.

2.5 Brand Awareness

Brand awareness refers to customers' ability to recall and recognize the brand under
different conditions and link to the brand name, logo, and jingles and so on to certain
associations in memory. It helps the customers to understand to which product or
service category the particular brand belongs to and what products and services are
sold under the brand name. It also ensures that customers know which of their needs
are satisfied by the brand through its products.(Keller) 'Brand love', or love of a brand,
is an emerging term encompassing the perceived value of the brand image. Brand love
levels are measured through social media posts about a brand, or tweets of a brand on
sites such as Twitter. Becoming a Face book fan of a particular brand is also a
measurement of the level of 'brand love. Brand awareness includes brand recall and
brand recognition. .

2.5.1 Brand recall

Brand Recall is the extent to which a brand name is recalled as a member of a brand,
product or service class, as distinct from brand recognition.

Common market research usage is that pure brand recall requires "unaided recall". For
example a respondent may be asked to recall the names of any cars he may know, or
any whisky brands he may know.

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Some researchers divide recall into both "unaided" and "aided" recall. "Aided recall"
measures the extent to which a brand name is remembered when the actual brand
name is prompted. An example of such a question is "Do you know of the "Honda"
brand?"

In terms of brand exposure, companies want to look for high levels of unaided recall
in relation to their competitors. The first recalled brand name (often called "top of
mind") has a distinct competitive advantage in brand space, as it has the first chance
of evaluation for purchase.

2.5.2 Brand Recognition

Brand Recognition is the extent to which a brand is recognized for stated brand
attributes or communications

In some cases brand recognition is defined as aided recall - and as a subset of brand
recall. In the case, brand recognition is the extent to which a brand name is recognized
when prompted with the actual name.

A broader view of brand recognition is the extent to which a brand is recognized

within a product class for certain attributes. Logo and tagline testing can be seen as a
form of brand recognition testing. For example, if a product name can be associated
with a certain tagline, logo or attribute (safety and Volvo; "Just do it" - Nike) a certain
level of brand recognition is present.

2.6 Brand Imagery

Brand image is not something you have or you don't! A brand is unlikely to have one
brand image, but several, though one or two may predominate. The key in brand
image research is to identify or develop the most powerful images and reinforce them
through subsequent brand communications. The term "brand image" gained
popularity as evidence began to grow that the feelings and images associated with a
brand were powerful purchase influencers, though brand recognition, recall and brand
identity. It is based on the proposition that consumers buy not only a product
(commodity), but also the image associations of the product, such as power, wealth,
sophistication, and most importantly identification and association with other users of

18
the brand. In a consumer led world, people tend to define themselves and their
Jungian "persona" by their possessions. According to Sigmund Freud, the ego and
superego control to a large extent the image and personality that people would like
others to have of them.

Good brand images are instantly evoked, are positive, and are almost always unique
among competitive brands.

Brand image can be reinforced by brand communications such as packaging,

advertising, promotion, customer service, word-of-mouth and other aspects of the
brand experience.

Brand images are usually evoked by asking consumers the first words/images that
come to their mind when a certain brand is mentioned (sometimes called "top of
mind"). When responses are highly variable, non-forthcoming, or refer to non-image
attributes such as cost, it is an indicator of a weak

2.6.1 Purchases and usage situation

Associations of a typical purchase situation may be based on a number of different

consideration, such us type of channel, specific stored, and ease of purchase and
associated rewards. Similarly, associations of a typical situation may be based on
number of different considerations, such as particular time of the day, week, month,
or year to use the brand; location of use the brand; and type of activity where the
brand is used.

2.6.2 Brand feeling

Brand feelings are customer’s emotional responses and reactions with respect to the
brand. Brand feeling also relate to the social currency evoked by the brand. For this
research purpose considerable indicators are,
 Feeling of security of customer
 Feeling of social approval customer
 Feeling of select respect of customer

19
2.7 Brand resonance
Brand resonance refers to the nature of this relationship and the extent to customers
feels that they are “in sync” with the brand. Resonance is characterized in terms of
intensity, or depth of psychological bond that customer have with the brand, as well as
the level of activity engendered by this loyalty. Brand resonance can be broken down
into four categories:

1. Behavioral loyalty
2. Attitudinal attachment
3. Sense of community
4. Active engagement

2.7.1 Brand loyalty,

In marketing, consists of a consumer's commitment to repurchase or otherwise

continue using the brand and can be demonstrated by repeated buying of a product or
service or other positive behaviors such as word of mouth advocacy.

Brand loyalty is more than simple repurchasing, however. Customers may repurchase
a brand due to situational constraints, a lack of viable alternatives, or out of
convenience. Such loyalty is referred to as "spurious loyalty". True brand loyalty
exists when customers have a high relative attitude toward the brand which is then
exhibited through repurchase behavior. This type of loyalty can be a great asset to the
firm: customers are willing to pay higher prices, they may cost less to serve, and can
bring new customers to the firm.

From the point of view of many marketers, loyalty to the brand — in terms of
consumer usage — is a key factor:

2.7.2 Brand Communities

Brand communities (Muniz and O’Guinn 2001; Mc Alexa nder, Schouten, and
Koenig 2002) is another concept found in literature that can strengthen brand equity,
while also reinforcing the social nature of brands. “Brand communities carry out
important functions on behalf of the brand, such as sharing information, perpetuating
the history and culture of the brand, and providing assistance. They provide social

20
structure to the relationship between marketer and consumer” (Muniz and O’Guinn
2001, p. 427). Muniz and O’Guinn (1991) define a brand community as a
“specialized, non-geographically bound community, based on a structured set of
relationships among admirers or a brand” (p. 412). According to their research, brand
communities share three core characteristics: the existence of a consciousness of a
kind, the presence of shared rituals, and a sense of moral responsibility between
members.

2.7.2.1 Building a Brand Community

Even though it may seem a simple marketing concept, building brand communities
that resonate with loyal customers is indeed a Herculean task. There are four defining
characteristics that allow companies to actively involve customers in creating
communities around their brands. Each are essential in building brand communities.

1. Create a strong brand story/myth:

2. Create a need for collaboration among consumers:

3. Create identifiable brand elements.

4. Create a unique culture

These four steps will assist a company in framing a robust structure to build a brand
community. As with any business venture, the success of a brand community depends
on how proactively the company engages customers on a continuous basis.

When managed properly, brand communities are proving to be an effective tool in

tackling the ever-growing competition. Brand communities not only allow companies
to collaborate with customers in all phases of value creation – product design, pricing,
places of availability, and phases of promotion – but also provide companies an
effective platform on which to engage customers and create loyalty towards the brand.
The most successful will be those communities that are built on strong fundamentals
centered around the brand identity and support the brand strategy.

21
2.7.3 Brand Engagement

Brand engagement is a term loosely used to describe the process of forming an

attachment (emotional and rational) between a person and a brand. It comprises one
aspect of brand management. What makes the topic complex is that brand
engagement is partly created by institutions and organizations, but is equally created
by the perceptions, attitudes, beliefs and behaviors of those with whom these
institutions and organizations are communicating or engaging with.

As a relatively new addition to the marketing and communication mix, brand

engagement sits in the space between marketing, advertising, media communication,
social media, organizational development, internal communications and human
resource management.

2.8 Brand performance

Brand performance refers to intrinsic properties of the brand in term of inherent

product or service characteristics. How well does the brand rate on objective
assessment of the quality? To what extent does the brand satisfy utilitarian, aesthetic,
and economic customer needs and wants in the products or services category? Brand
performance transcends the ingredients and features that make up the products or
service to encompass aspects of the brand that augment these characteristics.

2.8.1 Supplementary features

Supplementary features, that allow for customization and more versatile, personalized
usage. These types of attributes vary by product or service category.
 Some categories have few ingredients or features.
 Some products have many essential ingredients but few features.
 Some products have numerous ingredients and features.

22
2.8.2 Style and design

Design is “the structure itself and the plan behind that structure” for the aesthetic and
stylistic aspects of a print advertisement. Design represent the effort on the part of
creative’s to physically arrange all the components of a printed advertisement in such
a way that order and beauty are achieved - order in the sense that the illustration,
headline, body copy and special features of the advertisement are easy to read: beauty
in the sense that the advertisement is visually pleasing to a reader.

2.9 Brand association

The strength, favorability, and uniqueness of perceived attributes and benefits for the
brand. Brand associations often represent sources of brand values, because they are
the means by which consumers feel brands satisfy their needs.

2.9.1 Strength of brand association

Making sure that associations are linked sufficiently strong to the brand will depend
on how the marketing program and other factors affect consumer’s brand experiences.
Associations will vary in the strength of their connection to the brand node. Strength
is a function of both the amount, or quality, or processing that information receives as
well as the nature, or quality, of the processing.

2.9.2 Favorability of brand

Choosing which favorable and unique associations to link to the brand requires
careful analysis of the consumer and competition determine the optimal positioning
for the brand. Favorable brand association are created by convincing consumers that
the brand possesses relevant attributes and benefits that satisfy their needs and wants,
such that they form positive overall brand judgments.

23
2.10 Brand perceived quality

Perceived quality can be defined as the customer's perception of the overall quality or
superiority of a product or service with respect to its intended purpose, relative to
alternatives. Perceived quality is, first, a perception by customers. It thus differs from
several related concepts, such as:

a) Actual or objective quality: the extent to which the product or service delivers
superior service
b) Product-based quality: the nature and quantity of ingredients, features, or services
included
c) Manufacturing quality: conformance to specification, the "zero defect" goal

Perceived quality cannot necessarily be objectively determined, in

part because it is a perception and also because judgments about what is important to
customers are involved. An evaluation of washing machines by a Consumer Report
expert may be competent and unbiased, but it must make judgments about the relative
importance of features, cleaning action, types of clothes to be washed, and so on that
may not match those of all customers. After all, customers differ sharply in their
personalities, needs, and preferences.

Perceived quality is an intangible, overall feeling about a brand. How-ever, it usually

will be based on underlying dimensions which include characteristics of the products
to which the brand is attached such as reliability and performance. To understand
perceived quality, the identification and measurement of the underlying dimensions
will be useful, but the perceived quality itself is a summary, global construct.

2.10.1 Dimensions of perceived quality: The product context.

1. Performance: How well does a washing machine clean clothes?

2. Features: Does a toothpaste have a convenient dispenser?
3. Conformance with specifications: What is the incidence of defects?
4. Reliability: Will the lawn mower work properly each time it is used?
5. Durability: How long will the lawn mower last?
6. Serviceability: Is the service system efficient, competent, and convenient?
7. Fit and finish: Does the product look and feel like a quality product?

24
2.11 Summary

The above literature review gives explanation about the impact of brand name on
purchase behaviour, and what are the past researches have been done in this section,
and how this study emerged and differ from them.
Further this literature review explains about the variables of the impact of brand name
on purchase behaviour such as brand element, brand awareness, brand imagery, brand
performance, brand association, brand resonance and brand perceived quality, and
some dimensions and indicators which are used to measure these variables, by which
the impact of brand name on purchase behaviour is measured

These variables are applied for this research purpose to study the impact of the
Cargills brand name on purchase in Batticaloa district.

25
 Chapter -03

Conceptualization and Operationalization

3.1 Introduction

This measurement consists of two basis processes called Conceptualization and

Operationalization. Then an advanced process called determining the levels of
measurement, and then even more advanced methods of measuring reliability and
validity conceptual or theoretical definition. Operationalization is the process of
taking a conceptual definition and making it more precise by linking it to one or more
specific concrete indicators or operational definition; these are usual things with
numbers in them that reflect empirical or observable reality. In this chapter, seven
main variables conceptualize such us brand elements, brand awareness, band imagery,
band resonance, brand performance, brand association and brand perceived quality.
Theses variables are measured by twenty dimensions and thirty two indicators.

3.2 Conceptualization

Conceptualization is very important for any research that gives a clear idea, precise
meaning, accepted definition and the act of creating something by thinking.
According to these conceptual frame works indicate the relationship between
variables, which are involved in this study. In so far as this study includes four
variables mentioned below to explore the impact of brand name on purchase
behaviour. Following diagram gives conceptual frame work to identify the impact of
brand name on purchase behaviour.

26
 Conceptual frame work

Brand
Brandelements
elements

Brand
Brandawareness
awareness

Brand
Brandimagery
imagery

Brand
Brandresonance
resonance The impact of brand name
on purchase behaviour

Brand
Brandperformance
performance

Brand association

Brand perceived quality

Figure 3.1. Research conceptual Frame work

(Source: Developed for research purpose)

27
3.3 Definition of variables

3.3.1 Brand elements

Brand elements, some times called brand identities, are those trademarkable devices
that serve to identify and differentiate the brand. The main brand elements are brand
names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages,
and signage. Independent of the decisions made about the product and how it is
marketed, brand elements can be chosen in a manner to as much brand equity as
possible.

3.3.2 Brand awareness

Brand awareness refers to customers' ability to recall and recognize the brand under
different conditions and link to the brand names, logos and jingles and so on to certain
associations in memory. It helps the customers to understand to which product or
service category the particular brand belongs to and what products and services are
sold under the brand name. It also ensures that customers know which of their needs
are satisfied by the brand through its products.

3.3.3 Brand imagery

Brand imagery deals with the extrinsic properties of product and service, including
the ways in wish the brand attempts to meet customers’ psychological and social
needs. Brand imagery is how people think about a brand abstractly, rather than what
they think the brand actually does. Thus, imagery refers to more intangible aspects of
the brand. Imagery association can be formed directly or indirectly. Many kinds of
intangible can be linked to a brand, but four categories can be highlights: such us user
profiles, purchase and usage situations, personality and values and history, heritage,
and experiences.

28
3.3.4 Brand resonance

Brand resonances refer to the nature of this relationship and the extent to customers
feel that they are “in sync” with the brand. Resonance is characterized in terms of
intensity, or depth of psychological bond that customer have with the brand, as well as
the level of activity engendered by this loyalty. Brand resonance can be broken down
into four categories:
1. Behavioral loyalty
2. Attitudinal attachment
3. Sense of community
4. Active engagement

3.3.5 Brand performance

Brand performance refers to intrinsic properties of the brand in term of inherent
product or service characteristics. How well does the brand rate on objective
assessment of the quality? To what extent does the brand satisfy utilitarian, aesthetic,
and economic customer needs and wants in the products or services category? Brand
performance transcends the ingredients and features that make up the products or
service to encompass aspects of the brand that augment these characteristics.

3.3.6 Brand association

The strength, favorability, and uniqueness of perceived attributes and benefits for the
brand. Brand associations often represent sources of brand values, because they are
the means by which consumers feel brands satisfy their needs.

3.3.7 Brand perceived quality

Perceived quality can be defined as the customer's perception of the overall quality or
superiority of a product or service with respect to its intended purpose. Perceived
quality is a global assessment based on the customer perception of what constitutes a
quality product and how well the brand rates on those dimensions. Achieving a
satisfactory level of perceived quality has become more difficult as continual product
improvement over the years have led to heightened consumer expectations regarding
the quality of the products.

29
3.4 Definition of dimensions

 Dimensions under “brand elements”

Brand name:--
The brand name is quite often used interchangeably within "brand", although it is
more correctly used to specifically denote written or spoken linguistic elements of any
product. In this context a "brand name" constitutes a type of trade mark, if the brand
name exclusively identifies the brand owner as the commercial source of products or
services. A brand owner may seek to protect proprietary rights in relation to a brand
name through trademark registration.Regarding the research it includes the following
indicators.
 Memorable
 Publicity
 Easy to pronounce
Logos:--
Logos have a long history as a means to indicate origin, ownership, or association.
Branding advantage of logos is their versatility: because logos are often nonverbal,
they can be updated as needed over time and generally transfer well across cultures.
Because logos are often abstract, without much product meaning, they can be relevant
and appropriate in a range of product categories. Regarding the research it includes
the following indicators.
 visible
Symbols:--
These symbols help us to understand the brand’s culture and personality. They are
actually chosen as such: the corporate specifications handed over to graphic identity
and design agencies mainly pertain to the brand personality traits and values.
Regarding the research it includes the following indicators.
 Likeability and attractively

30
Packaging:--
Packing involves the activities of designing and producing containers or wrappers for
a product. From the perspective of both the firm and consumers, packaging must
achieve a number of objectives.
 Identify the brand
 Convey descriptive and persuasive information
 Facilitate product transportation and protection
 Assist at-residence storage
 Aid product consumption
To achieve the marketing objectives for the brand and satisfy the desire of consumers,
the aesthetic and functional components of packaging must be chosen correctly.

 Dimensions under “Brand awareness”

Depth :--
The depth of brand awareness concerns the likelihood that a brand element will come
to mind and the ease with which it does. For example, a brand that can be easily
recalled has a deeper level of brand awareness then one that only can be recognized.
Regarding the research it includes the following indicators.
 Recall
 Recognition

 Dimensions under “Brand imagery”

Purchases and usage situation :--
Associations of a typical purchase situation may be based on a number of different
consideration, such us type of channel, specific stored, and ease of purchase and
associated rewards. Similarly, associations of a typical situation may be based on
number of different considerations, such as particular time of the day, week, month,
or year to use the brand; location of use the brand; and type of activity where the
brand is used. Regarding the research it includes the following indicators.
 Location to use the brand.

31
Brand feeling :--
Brand feelings are customer’s emotional responses and reactions with respect to the
brand. Brand feeling also relate to the social currency evoked by the brand. For this
research purpose considerable indicators are,
 Feeling of security of customer
 Feeling of social approval customer
 Feeling of select respect of customer

 Dimensions under “Brand resonance”

Brand loyalty :--
Brand loyalty is the attachment that a consumer has to a brand. A customer loyal to a
brand is less likely to switch to another brand, especially when that brand makes a
change or is weakened by the competitive actions of other brands. At the heart of
brand loyalty is the positive exchange relationship that results from the establishment
of trust between the product and the consumer. Regarding the research it includes the
following indicators.
 Customer preference
 Customer’s loyal
Brand attachment :--
How loyal the customer feels toward the brand. A strong form of attachment,
adherence, refer to the consumer’s resistance to change and the ability of a brand to
withstand bad news. In the extreme, attachment can even become addition. For this
research purpose considerable indicator is,
 Estimation of the brand
Brand community:--
Brand community is group of consumers who feel a commonality and a shared
purpose grounded or attached to a consumer goods and services. These communities
reveal an important and more “main stream” connection between owners, users or
admire of brand. For this research purpose considerable indicator is,
 People’s relation with the brand
 Customer affiliation

32
Brand engagement:--
Brand engagement refer to when customers are willing to invest time, energy, money
or other resources in the brand beyond those expended during purchases or
consumption of the brand. For this research purpose considerable indicator is,
 Customer learning from brand
 Perception

Supplementary features:--
Supplementary features, that allow for customization and more versatile, personalized
usage. These types of attributes vary by product or service category.
 Some categories have few ingredients or features.
 Some products have many essential ingredients but few features.
 Some products have numerous ingredients and features.
Regarding the research it includes the following indicators.
 Special features
Style and design:--
Design is “the structure itself and the plan behind that structure” for the aesthetic and
stylistic aspects of a print advertisement. Design represent the effort on the part of
creative’s to physically arrange all the components of a printed advertisement in such
a way that order and beauty are achieved - order in the sense that the illustration,
headline, body copy and special features of the advertisement are easy to read: beauty
in the sense that the advertisement is visually pleasing to a reader. For this research
purpose considerable indicator is,
 Design aspects
Price:--
The pricing policy for the brand can create associations in consumers’ minds to the
relevant price tier or level for the brand in category, as well as to its corresponding
price volatility or variance. In other words, the pricing strategy adopted for the brand
can dictators how consumers categories the price of the brand and how firm or
flexible that price is seen. Price is a particularly important performance association
because consumers often have strong beliefs about the price and value of a brand and
may organize their products category knowledge in terms of the price tiers of different
brands. Regarding the research it includes the following indicators.
 Frequency adaptation of price.

33
  Dimensions under “Brand association”
Strength of brand association:-
Making sure that associations are linked sufficiently strong to the brand will depend
on how the marketing program and other factors affect consumer’s brand experiences.
Associations will vary in the strength of their connection to the brand node. Strength
is a function of both the amount, or quality, or processing that information receives as
well as the nature, or quality, of the processing. For this research purpose considerable
indicator is,
 Relevant
 Consistency
Favorability of brand:--
Choosing which favorable and unique associations to link to the brand requires
careful analysis of the consumer and competition determine the optimal positioning
for the brand. Favorable brand association are created by convincing consumers that
the brand possesses relevant attributes and benefits that satisfy their needs and wants,
such that they form positive overall brand judgments. Regarding the research it
includes the following indicators,
 Desirable
 Selection

 Dimensions under “Brand perceived quality”

Quality:--
There are a host of attitudes that customer may hold towards brands, but the most
important relate in various ways to the perceived quality of the brand. Other notable
attitudes related to quality pertain to perceptions of value and satisfaction. Customer
may form judgments that transcend more specific brand quality concerns to consider
broader issues related to the company or organization making the product or
providing the service associated with the brand. Regarding the research it includes the
following indicators,
 Assessment
 Satisfaction

34
Creditability:--
Brand creditability refers to the extent to which the brand as a whole is seen as
credible on terms of three dimensions: perceived expertise, trustworthiness, and
likeability. In other words, creditability concerns whether consumers see the company
or organization behind the brand as good at what they do, concerned about their
customers, and just plain likable. . Regarding the research it includes the following
indicators,
 Innovative aspects

Superiority:--
Superiority relates to the extent to which customers view the brand as unique and
better than other brands. In other words, do customers believe that the brand offers
advantages that other brands cannot? Superiority is absolutely critical terms of
buildings in tense and active relationships with customers and depends to a great
degree on the number and nature of unique brand association that make up to the
brand image. . Regarding the research it includes the following indicators,
 advantages

3.5 Operationalization

This section deals with the operationalization of variables under the impact of brand
name on purchase behaviour. The table 3.1 shows the variables, dimensions,
indicators and measurement which could be included under the impact of brand name
on purchase behaviour.

35
Table 3:1 Operationalization of variables

Concept Variables Dimensions Indicators Measur

ement
Brand elements Brand name - publicity
-memorable
-easy to pronounce Likert
Logo -visible scale
Symbol -attractively
Packaging - protection

Brand depth -recall Likert

awareness -recognition scale

Brand imagery purchases and -location to use the

Impact of brand
usage situation brand
name on purchase
brand feeling -feeling of security of Likert
Behaviour.
customer scale
-feeling of social
approval customer
-feeling of select
respect of customer
Brand Loyalty -customer preference
resonance -customer’s loyal
attachment -estimation of the Likert
brand scale
community -people’s relation
with the brand
-customer affiliation
engagement -customer learning
from brand

36
 -perception

Brand supplementary of -special features

performance features -design aspects
style and design Likert
brand product -Price scale
price -frequency adaptation
of price

Brand strong -relevant Likert

association -consistency scale
favorable -desirable
-selection

Brand perceived Quality -assessment

quality -satisfaction Likert
Creditability -innovative aspects scale
superiority -advantages

(Source: Developed for research purpose)

3.6 Summary

This chapter provides a clear understanding about the conceptual frame work and
operationalization, which can help to analyze the impact of brand name on purchase
behaviour. In order to study the impact of brand name on purchase behaviour through
seven variables namely, brand elements, brand awareness, band imagery, band
resonance, brand performance, brand association and brand perceived quality.
Moreover, the variables and indicators are clearly define for the right preparation of
stander instruments, which assumed to be used in collecting needed data for this
research study.

CHAPTER 4
METHODOLOGY

37
4.1 Introduction

Research methodology is the one that provides guide lines to do a research

systematically. A procedure designed to the extent to which it is planned and
evaluated before conducting the inquiry and the extent to which the methods for
making decisions evaluated is called as methodology. This chapter attributes how the
research has been conducted to understand the impact of Cargills brand name on
purchase behaviour. Questionnaire is to be prepared and issued to the Cargills brand
consumers in Batticaloa district.
The elements used to prepare the questionair are shown in the conceptual framework.
This chapter includes five sections as study setting, design, and method of survey data
analysis and data evaluation.

4.2 Study Setting, Design, and Method of survey

In this study, the cross-sectional study was used as method of survey. Cross-sectional
studies are conducted within the particular time period. A cross-sectional study is the
simplest variety of descriptive or observational epidemiology that can be conducted
on representative samples of a population. Simply put, it is a study that aims to
describe the relationship between independent and dependent variables. Cross-
sectional studies must be done on representative samples of the population if
generalizations from the findings are to have any validity. These studies gather
information about the prevalence.

Cross sectional data has been selected for the research purpose. Cross-sectional data
refers to data collected by observing many subjects (such as individuals, firms or
countries/ regions) at the same point of time, or without regard to differences in time.

This study was done on a short period of time and it attempted to describe the
relationship between dependent and independent variables. And this study about
impact of Cargills brand name on purchase behaviour was done on the selected
samples among the total consumer population of the Cargills brand. Therefore, the
method of survey used for this study was considered as cross-sectional study.

38
The seven dimensions used in that model were accepted by researchers as the most
relevant tools to measure the impact of Cargills brand name on purchase behaviour.
Those dimensions are as Brand element, Brand awareness, Brand imagery, Brand
resonance, Brand performance, Brand association and Brand perceived quality.

4.3 Population and Sampling

A sampling is the collection of samples from the population in the area where the
research is conducted. From the researcher’s point of view, population includes
individuals and families. The necessary requirement in the sample choice is selected
samples must be reflection the whole population’s intentions. If it is not reflected, if it
is not reflected, that may leads to biased or unreal results to the study.
In this study the total amount of consumers in a particular year was considered as
population. Population includes Cargills brand consumers in the Cargills food city in
Batticaloa. To understand consumers’ perceptions and expectations which determine
the level of impact of the Cargills brand name on purchase behaviour sample was
collected from population of consumers.

4.3.1 Sample selection

The sample was selected from the population of consumers in Cargills branded
products.

4.3.2 Sample size

For the purpose of data collection from the respective consumers, the 200 consumers
were selected as sample from consumer’s population.

4.3.3 Sampling method

The study had been organized to collect information from the respective consumers
who are currently using the Cargills branded products. Convenient sampling method
had been used for the sample selection.

4.4 Method of Data Collection

39
It refers to what are data are used to carryout this research study and how the data will
be collected. The reliability and credibility of the research is depending on data
collection.
The study largely depends on the primary and secondary data. The primary data were
collected through questionnaires with the respondents of 200 people those who are
using Cargills branded products. The data collection has mainly two types.

1- Primary data
2- Secondary data

4.4.1 Primary Data

Primary data is based on set of variable such as Brand element, Brand awareness,
Brand imagery, Brand resonance, Brand performance, Brand association and Brand
perceived quality and personal information also collected. Three methods are used to
collect information for this research.

 Questionnaire
 Informal interview
 Observation

4.4.2 Secondary Data

Secondary data were collected from the published book, literature related to this study
and past research articles to understand the past trend in the variables selected. The
secondary data for this study were collected by,
 Books
 Articles, News papers, Magazines, & Journals
 Internet.

40
4.5 Structure of the Questionnaire

The questionnaire developed based on two parts namely personal information and
research information from 200 samples.
Questionnaire is a structure technique for data collection that consists of series of
question written or verbal that a respondent answers. Questions take one of two
primary forms, when they require respondents to use their own words they are called
open; when they are pre selected for the respondent they are called closed questions.

In this research, 1 question is opened and all other questions are closed. In general
closed questions are considered as more efficient and reliable than open ended
questions. In fact typical surveys tend to have more ordinal measures than any kind
when asking questions that requires respondent to order their answers. In the research
one of the ordinal measures called “Likert’s five points rating scale” is used to require
respondents to order their answers.

A five point scale was used to measure the variables and this scale consist of five
boxes ranging from strongly disagree to strongly agree. In addition the questionnaire
were administered among the respondents to mark (X) their options regarding the
statement in the questionnaire. The numerical values were given for the purpose of
quantification of qualitative variables as follows.

1- Strongly disagree
2- Disagree
3- Moderately agree
4- Agree
5- Strongly agree

The questionnaire was designed to measure the impact of Cargills brand on purchase
behaviour. Therefore 200 questionnaires were issued to the consumers. The
questionnaire consists of two parts, part I intended to collect the customers’ personal
information and Part II intended to collect the information regarding research.

41
Part I
It consists of gender, age, educational qualification, Occupation, Income level, work
place near the food city and residence near the food city was put a (X) among the
appropriate answer for the particular questions.

Part II
It includes 31 statements related to seven research variables such as Brand element,
Brand awareness, Brand imagery, Brand resonance, Brand performance, Brand
association and Brand perceived quality. It also has some sub indicators that are
clearly shown in the conceptualization framework.
4.1 Structure of the Questionnaire on variables
variables Question no

 Brand element 1-6

 Brand awareness 7-8
 Brand imagery 9-12
 Brand resonance 13-19
 Brand performance 20-23
 Brand association 24-27
 Brand perceived quality 28-31

4.6 Data presentation and analysis

Any research finally leads to a result, which would be analyzed, from the data have
been received by the researcher. Data analysis is the most sensitive part of any
research work.

42
4.6.1 Method of Data presentation

According to questionnaire data will be presented as;

 Personal data: - gender, age, educational qualification, Occupation, Income

level, work place near the food city and residence near the food city.

 Research data: - based on the seven research variables such as Brand element,
Brand awareness, Brand imagery, Brand resonance, Brand performance,
Brand association and Brand perceived quality.
 Brand element: it includes the dimensions of brand name, Logo,
symbol and packaging.
 Brand awareness: it includes the dimensions of depth.
 Brand imagery: it includes the dimension of purchases and brand
feeling.
 Brand resonance: it includes the dimension of loyalty, attachment,
commitment and engagement.
 Brand performance: it includes the dimension of supplementary of
features, style and design and brand product price.
 Brand association: it includes the dimension of strong and favorable.
 Brand perceived quality: it includes the dimension of quality,
creditability and superiority.
The data collected from the respondents in the sample can be presented in the
following ways
 Tables

43
4.6.2 Method of Data Analysis

Questionnaire consists of number of statements, which express favorable or

unfavorable attitudes towards the given object. The process of data processing and of
converting of raw data into meaningful statement is called as an analysis and
interpretation of data. For this study univariate analysis (descriptive statistics) has
been adopted using the SPSS (11.0) computer package.

The population will be analyzed by central theorem analysis of mean, standard

deviation. At the same time data will be presented Based on the values indicated in
the questionnaire a mean value for each question is calculated. The mean value is
lying in the range of 1 to 5.

4.7 Method of Data Evaluation

Each variable is given a Scale from 1 – 5 to show the extent of importance based on
responses univariate measures are calculated for each of variables. To tedious work
involve in the calculation the univariate measures, the Microsoft package excel 2007
& SPSS (11.0) windows have been used for deriving distribution, measures of central
tendency, measures of dispersion.

The mean value is lying in the range of 1 to 5 and the value of each respondent for a
variable is compared with the medium values of 3. In evaluating the samples as a
whole mean value of the respondent. If a respondent’s average score of an aspect is
less than the mean value 2.5, it is assumed that the respondent feel impact of Cargills
brand name on purchase behaviour in relation to the particular variables. If a
respondent’s average score of an aspect is between mean values 2.51 to 3.5, it is
assumed that the respondent feels moderate impact of Cargills brand name on
purchase behaviour. If a respondent’s average score of an aspect is more than the
mean value 3.51, it is assumed that the respondent feel high impact of Cargills brand
name on purchase behaviour in relation to the particular variables.

Thus the decision rule can be formulated as follows.

44
 Range Decision attributes
Low level impact of Cargills brand name on
1≤Xi ≤ 2.5
purchase behaviour
Moderate level impact of Cargills brand name
2.51≤ Xi ≤ 3.5
on purchase behaviour
High level impact of Cargills brand name on
3.51≤ Xi ≤ 5.0
purchase behaviour

The criteria in the table describes the attributes of population in relation to particular
variable by considering aggregation of scales provided for each and every item of the
respective variable in questionnaire.

4.8 Summary

This research follows and uses the above methods, systems and procedures to
calculate and evaluate the sample and questionnaires, for the purpose of calculating
the mean, median and standard deviation of this research regarding the impact of
Cargills brand name on purchase behaviour in Batticaloa district.

This chapter includes the introduction, study setting and Design, data collection, data
presentation and analysis, and data evaluation. The questionnaire was arranged in
order to the conceptualization framework. Each element of conceptualization frame
work consists of number of statements.

The statistical package for social science (SPSS) is used to analyze the research
related data. The descriptive statistic analysis and factor analysis are used to get the
result of the research study. In the next chapter the results obtained by the SPSS
analysis are interpreted and presented in the form of table.

45
 CHAPTER: 5

5.1 Introduction
This chapter presents and analyzes the data in two categories. One is in relation with
personal information and other with research information. The data presented and
analyzed were collected through administrated questionnaire which were issued and
colleted from the users of Cargills Brand. This chapter analyzes as the parts as the
Personal information which consists of sex, age, academic qualification, occupation,
income range, residence situated, work area situated, Research information which
comprises of two sections as perception and expectation regarding the current service
and those parts include the statements about reliability, responsiveness, assurance,
empathy, and tangibles dimensions, service quality gap analysis, and the cross
tabulation between personal and research information. Even though various mode of
analysis is applied and preferred fundamental, but powerful univariate analysis
(descriptive statistics) has been adopted using the SPSS package. Table has been used
to present the analyzed data in order to give a clear picture.
5.2 Personal Information
The questionnaire has two parts as personal and research information. In which, the
personal information consists the following categories of data.
5.2.1 Gender
The gender distribution represent of the consumers of the Cargills brand products has
been represented by out of 200 respondents. Out of these 200 respondents 56% of the
respondents were male and remaining 44% were female.
Table 5.1 Gender

Gender Frequency Percentage (%)

Male 112 56.0
Female 88 44.0
Total 200 100
DATA

Source: Survey data

46
5.2:2 Age
Age distribution pattern of the consumers is represented by the out of 200
respondents. Age distribution was categorized into four classes. Among the sample,
29.5% represented the age category of 18-25 years. The high percentage of sample
30% were found between 26 and 45 years. 28.5% represented the age category of 46-
55 years in remaining categories, 12% of consumers were found above 56, following
table 5.2 shows the age distribution of the sample.

Table 5.2 Age

Age Frequency Percentage (%)

18-25 59 29.5
26-45 60 30.0
46-55 57 28.5
Above 56 24 12.0
Total 200 100

Source: Survey data

5.2.3 Educational Qualification

The educational qualification of respondents were classified into six categories in the
questionnaire, and out of 200 respondents 5% of the respondents had the qualification
of the primary level, and 7% of the respondents had the qualification of secondary
level and 18% of the respondents had the qualification of up to O/L, 42% of the
respondents had the qualification of up to A/L, 19% of them had a bachelor degree,
where remaining 9% of them had some other Professional qualification.

47
Table 5.3 Educational Qualification

Education Frequency Percentage (%)

primary 10 5.0
Secondary 14 7.0
GCE O/L 36 18.0
GCE A/L 84 42.0
Degree 38 19.0
Professional qualification 18 9.0

Total 200 100.0

Source: Survey data

5.2.4 Occupation
The research purpose occupation a pattern of the consumers of the Cargills brand in
Batticaloa has been represented by out of 200 respondents, this analysis as mentioned
in the table. (Table 5.4)
Table 5.4 Occupation

Occupation Frequency Percent (%)

Professional 18 9.0
Business 19 9.5
Government 42 21.0
Retired 19 9.5
Self Employment 30 15.0
officers 26 13.0
Other 23 11.5
No Job 23 11.5
Total 200 100.0

Source: Survey data

The above table indicates eight groups of respondents according to their nature of
designation. 9% of respondents were in professional jobs, 9.5% of the respondents
were doing business, 21% of respondents were doing government jobs, 9.5%
respondent were Retired persons, 15% respondent were doing Self employment, 13%

48
respondent were officers, 11.5% respondent did not do any other employment but
11.5% were no jobs among the out of 200 respondents.

5.2.5 Monthly income

The monthly income distribution of the consumers of the Cargills brand in Batticaloa
has been represented by out of 200 respondents. For the research purpose the monthly
income range divided into five ranges. 20.5% of the respondents found to get Below
Rs.5000, 27.5% of the respondents found to get 5000-15000 as salary, 23% of the
respondents found between the income level 15000-30000, and 17.5% of the
respondents were getting 30000-50000 rupees, and 11.5% of respondents were getting
above 50000 rupees.
Table 5.5 Monthly incomes

Monthly income Frequency Percentage(%)

Below Rs.5000 41 20.5

Rs. 5000-15000 55 27.5
Rs. 15000-30000 46 23.0
Rs .30000-50000 35 17.5
Above Rs 50000 23 11.5
Total 200 100.0

Source: Survey data

5.2.6 Closed distances of food city and residence
The consumer’s residence situated close to the particular Cargills food city has been
represented by out of 200 respondents. Out of these 200 respondents 39.5% of the
respondents were close to the food city and remaining 60.5% were far away from the
food city.

49
Table 5.6 Closed distances of food city and residence

Closed distance of food Frequency Percent (%)

city and residence
Yes 79 39.5
No 121 60.5
Total 200 100.0

Source: Survey data

5.2.7 Closed distance of food city and the work place

The consumers work place situated close to the particular Cargills food city has been
represented by out of 200 respondents, Out of these 200 respondents 34% of the
respondents were close to the food city and remaining 66% were far away from the
food city.
Table 5.7 Closed distance of food city and the work place

Closed distance of food city Frequency Percent (%)

and the work place
Yes 68 34.0
No 132 66.0
Total 200 100.0

Source: Survey data

5.3 Research Information

The research information is mainly concern with seven variables such as Brand
element, Brand awareness, Brand imagery, Brand resonance, Brand performance,
Brand association and Brand perceived quality. These variables also have some
appropriate dimensions and indicators that are clearly shown in the conceptualization.
The first part of the questionnaire was set out to collect information consider the
above variables, and have been collected through the out of 200 Consumers
(respondents) of the Cargills brand in Batticaloa.

50
5.3.1 Brand element

5.3.1.1 Brand name

The dimension of brand name includes three indicators which are publicity,
memorable and easy to pronounce. It is explained by the following table 5.8.
Table 5.8 Brand name
Frequency

Agree
Standard Deviation

03
Disagree 01

Disagree 02

04
Moderately
Strongly

Strongly
Agree

Agree
Indicator

05
Mean

Fq % Fq % Fq % Fq % Fq %

Publicity 3.65 .808 03 1.5 11 5.5 62 31.0 102 51.0 22 11.0

Memorable
3.55 .981 09 4.5 16 8.0 59 29.5 88 44.0 28 14.0
Easy to
pronounce 3.57 .959 07 3.5 12 6.0 75 37.5 72 36.0 34 17.0

Total 3.59 0.577

Source: Survey data
The average value of the brand name (Mean value is 3.59) indicates that the extent of
brand name is high in the Cargills brand in Batticaloa. In addition to this most of the
respondents have merely somewhat different opinion regarding the Brand name
(Standard deviation is 0.577).
This variable includes three indicators which are Publicity, Memorable, and Easy to
pronounce; all of these indicators show that the extent of brand name is high in the
impact of Cargills brand. These indicators have the mean value of 3.65%, 3.55%,
3.57% respectively.

5.3.1.2 Brand logo

The dimension of Brand logo includes one indicator which is visible. Brand logo is
explained by the following table.
Frequency

51
 Standard Deviation

Disagree 01

Disagree 02

04

05
Moderately
03
Strongly

Strongly
Agree

Agree

Agree
Indicator

Mean
Fq % Fq % Fq % Fq % Fq %

Visible 3.56 0.884 03 1.5 21 10.5 61 30.5 92 46.0 23 11.5

Total 3.56 0.884

Table: 5.9 Logo

Source: Survey data

The Average value of the Brand logo (Mean value is 3.56) indicates that the
maintenance of Brand logo is high in the brand of Cargills in Batticaloa. Further as far
as this dimension most the respondents are given equally different opinion about logo
of the Cargills brand. (Standard deviation is 0.884).
This dimension includes one indicator which is visible; this indicator show that the
maintenance of Logo is high in the Brand in the Cargills. This indicator has the mean
value of 3.56% respectively.

5.3.1.3 Symbol

The dimension of symbol includes one indicator which is attractively. Symbol is

explained by the following table.

Table: 5.10 Symbol

Frequency
In
di

52
 Strongly Agree
Standard Deviation

Disagree 01

Disagree 02

03

04
Moderately
Strongly

Agree

Agree

05
Mean
cator

Fq % Fq % Fq % Fq % Fq %

Attractively 3.55 0.994 3 1.5 26 13.0 58 29.0 84 42.0 29 14.5

Total 3.55 0.994

Source: Survey data
The Average value of the Symbol (Mean value is 3.55) indicates that the extent of
Symbol is high in the brand of Cargills in Batticaloa. Further as far as this dimension
most the respondents are given equally different opinion about Symbol of the Cargills
brand. (Standard deviation is 0.994).
This dimension includes one indicator which is attractively; this indicator show that
the extent of Symbol is high in the Brand in the Cargills. This indicator has the mean
value of 3.55% respectively.

5.3.1.4 Packaging

The dimension of packaging includes one indicator which is protection. Packaging is

explained by the following table.

Table: 5.11 Packaging

Frequency

53
 Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Deviation
Standard
Indicator

Mean
Fq % Fq % Fq % Fq % Fq %

Protection 3.56 0.976 05 2.5 24 12.0 57 28.5 83 41.5 31 15.5

Total 3.56 0.976

Source: Survey data
The Average value of the Packaging (Mean value is 3.56) indicates that the extent of
packaging is high in the brand of Cargills in Batticaloa. Further as far as this
dimension most the respondents are given equally different opinion about Packaging
of the brand. (Standard deviation is 0.976).
This dimension includes one indicator which is Protection; this indicator show that the
extent of packaging is high in the brand name of the Cargills. This indicator has the
mean value of 3.56% respectively.

5.3.2 Brand Awareness

5.3.2.1. Depth

54
The dimension of Depth includes two indicators which are brand recall and brand
recognition. That is explained by the following table.
Table: 5.12 Depth
Frequency

Standard Deviation

Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Indicator

Mean

Fq % Fq % Fq % Fq % Fq %

Recall 3.40 .880 5 2.5 20 10.0 83 41.5 74 37.0 18 9.0

Recognition 2.98 .905 9 4.5 49 24.5 88 44.0 46 23.0 8 4.0

Total 3.19 0.625

Source: Survey data

The Average value of the depth (Mean value is 3.19) indicates that the depth is
moderate in the impact of Cargills brand in Batticaloa. Further as far as this
dimension most the respondents are given equally different opinion about depth of
impact of Cargills brand. (Standard deviation is 0.625)
This dimension includes two indicators which are recall and recognitions; all of these
indicators show that the Depth is moderate in the impact of the Cargills brand. These
indicators are the mean value is 3.40%, 2.98%, respectively.

5.3.3 Brand imagery

5.3.3.1. Purchases and usage situation.

The dimension of Purchases and usage situation includes one indicator which is
location to use the brand. That is explained by the following table.

55
Table: 5.13 Purchases and usage situation.

Frequency

Standard Deviation

Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Indicator

Mean

Fq % Fq % Fq % Fq % Fq %

location
to use the
brand 3.04 .904 09 4.5 43 21.5 88 44.0 52 26.0 8 4.0

Total 3.04 .904

Source: Survey data
The Average value of the purchases and usage situation (Mean value is 3.04) indicates
that the extent of purchases and usage situation is moderate in the brand of Cargills in
Batticaloa. Further as far as this dimension most the respondents are given equally
different opinion about purchases and usage situation of the Cargills brand. (Standard
deviation is 0.904).
This dimension includes one indicator which is location to use the brand; this
indicator show that the extent of purchases and usage situation is moderate in the
brand name of the Cargills. This Indicator has the mean value of 3.04% respectively.

5.3.3.2. Brand feeling

The dimension of brand feeling includes three indicators which are feeling of security
of customer, feeling of social approval of customer and feeling of select respect of
customer. That is explained by the following table.
Frequency

56
 Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Deviation
Standard
Mean
Fq % Fq % Fq % Fq % Fq %
Feeling
of
security 3.06 .869 8 4.0 38 19.0 97 48.5 49 24.5 8 4.0
feeling of
social
approval 3.08 .929 5 2.5 52 26.0 78 39.0 53 26.5 12 6.0
feeling of
select
respect 2.95 .978 14 7.0 49 24.5 81 40.5 46 23.0 10 5.0

Total 3.03 .602

Table: 5.14 Brand feeling

Source: Survey data

The average value of the brand feeling (Mean value is 3.03) indicates that the level of
brand name is moderate in the Cargills brand in Batticaloa. In addition to this most of
the respondents have merely somewhat different opinion regarding the Brand feeling
(Standard deviation is 0.602).
This variable includes three indicators which are feeling of security of customer,
feeling of social approval of customer and feeling of select respect of customer; all of
these indicators show that the extent of brand name is moderate in the impact of
Cargills brand. These indicators have the mean value of 3.06%, 3.08%, 2.95%
respectively.
5.3.4 Brand resonance
5.3.4.1. Loyalty
The dimension of loyalty includes two indicators which are customer preference and
customer loyal. That is explained by the following table.

57
 Frequency

Standard Deviation

Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Indicator

Mean
Fq % Fq % Fq % Fq % Fq %
Customer
preference 2.87 .986 17 8.5 54 27.0 75 37.5 47 23.5 7 3.5
Customer’s
loyalty 3.22 .852 1 .5 37 18.5 94 47.0 53 26.5 15 7.5

Total 3.04 .638

Table: 5.15 loyalty
Source: Survey data

The Average value of the loyalty (Mean value is 3.04) indicates that the loyalty is
moderate in the Cargills brand in Batticaloa. Further as far as this dimension most the
respondents are given equally different opinion about loyalty of Cargills brand.
(Standard deviation is 0.602)
This dimension includes two indicators which are customer preference and customer
loyal; all of these indicators show that the loyalty is moderate in the impact of the
Cargills brand. These indicators are the mean value is 2.87%, 3.22% respectively.

5.3.4.2. Attachment
The dimension of Attachment includes one indicator is estimation of the brand. That
is explained by the following table 5.16.

Table: 5.16 Attachment

Frequency

58
 Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Deviation
Standard
Indicator

Mean
Fq % Fq % Fq % Fq % Fq %

estimation 2.93 .916 17 8.5 54 27.0 75 37.5 47 23.5 7 3.5

Total 2.93 .916

Source: Survey data

The Average value of the Attachment (Mean value is 2.93) indicates that the
Attachment be in the Cargills brand in Batticaloa. Further as far as this dimension
most the respondents are given opinion about attachment of Cargills brand. (Standard
deviation is 0.916)
This Dimension includes one indicator which is estimation of the brand, this indicator
show that the procedure attachment is be present in the Brand of the Cargills. This
indicator has the mean value of 2.93% respectively.

5.3.4.3. Community
The dimension of Community includes two indicators which are people’s relation
with the brand and customer affiliation. That is explained by the following table.
Table: 5.17 Community
Frequency

59
 Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Deviation
Standard
Indicator

Mean
Fq % Fq % Fq % Fq % Fq %
people’s
relation
2.98 1.005 18 9.0 38 19.0 86 43.0 47 23.5 11 5.5
with the
brand
customer
2.98 .956 10 5.0 52 26.0 81 40.5 46 23.0 11 5.5
affiliation
Total 2.98 .752

Source: Survey data

The average value of the Dimension Community (mean value is 2.98) indicate a
moderate level of Community in the brand of Cargills. The standard deviation is
0.752 which indicate quiet different opinions of respondents regarding each statement
of this dimension.
This dimension includes two indicators which are people’s relation with the brand and
customer affiliation. All of these indicators show that the procedure is moderately
relationship by the Community of the Cargills brand. These indicators have the mean
value of 2.98%, 2.98%, respectively.

5.3.4.4 Engagement
The dimension of Engagement includes two indicators which are customer learning
from Brand and perception. That is explained by the following table 5.18.

Frequency

60
 Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Deviation
Standard
Indicator

Mean
Fq % Fq % Fq % Fq % Fq %
customer
learning
2.90 1.017 19 9.5 47 23.5 79 39.5 45 22.5 10 5.0
from
Brand

perception 3.06 1.011 17 8.5 33 16.5 83 41.5 55 27.5 12 6

Total 2.98 .786

Table: 5.18 Engagement

Source: Survey data

The average value of the Dimension Engagement (mean value is 2.98) indicate a
moderate level of Engagement in the brand of the Cargills. The standard deviation is
0.786 which indicate quiet different opinions of respondents regarding each statement
of this dimension.
This dimension includes two indicators which are customer learning from Brand and
perception. All of these indicators show that the procedure moderately Relationship
by the Engagement in the brand of the Cargills. These indicators have the mean value
of 2.9%, 3.06% respectively.

5.3.5 Brand performance

5.3.5.1. Supplementary of features
The dimension of Supplementary of features includes one indicator which is Special
features. That is explained by the following table.

Table: 5.19 Supplementary of features

Frequency

61
 Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree
agree
Deviation
Standard
Mean
Fq % Fq % Fq % Fq % Fq %
Special
3.16 .833 5 2.5 35 17.5 90 45.0 64 32.0 6 3.0
features
Total 3.16 .833

Source: Survey data

The average value of this Dimension (mean value 3.16) represent that the
supplementary features is moderate level the Brand name of Cargills in Batticaloa,
and . The standard deviation is 0.833 of this dimension. This dimension includes one
indicator which is special features. This indicators show that the procedure
moderately Relationship by the supplementary of features in the brand of the Cargills.
This indicator has the mean value of 3.16% respectively.

5.3.5.2. Style and design

The dimension of Style and design include one indicator which is Design aspects.
That is explained by the following table.
Table: 5.20 Style and design
Frequency

62
 03
Disagree 01

Disagree 02

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Deviation
Standard
Indicator

Mean
Fq % Fq % Fq % Fq % Fq %
Design
3.24 .864 3 1.5 34 17.0 88 44.0 62 31.0 13 6.5
aspects
Total 3.24 .864

Source: Survey data

The Average value of the style and design (Mean value is 3.24) indicates that the style
and design exist in the Brand name of the Cargills in Batticaloa. and The standard
deviation is 0.864 of this dimension. This dimension includes one indicator which is
design aspects. This indicators show that the procedure moderately Relationship by
the style and design in the brand of the Cargills. This indicator has the mean value of
3.24% respectively.

5.3.5.3. Brand product price

The dimension of Brand product price includes two indicators which are price and
frequently adaptation of price. That is explained by the following table.

Frequency
Standard Deviation

Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Indicator

Mean

Fq % Fq % Fq % Fq % Fq %

Price 3.15 .823 7 3.5 27 13.5 103 51.5 56 28.0 7 3.5

Frequently 2.23 1.083 61 30.5 66 33.0 43 21.5 23 13.0 4 2.0

63
 adaptation
of price

Total 2.69 .720

Table: 5.21 Brand product price
Source: Survey data

The Average value of the brand product price (Mean value is 2.69) indicates that the
brand product price is moderate Brand of Cargills in Batticaloa. Further as far as this
dimension most the respondents are given equally different opinion about Brand
product price of Cargills Brand. (Standard deviation is 0.720)
This dimension includes two indicators which are Price and frequently adaptation of
price; all of these indicators show that the Brand product price is moderate in the
Brand of the Cargills. These indicators are the mean value is 3.15%, 2.23%,
respectively.

5.3.6 Brand association

5.3.6.1. Strong

The dimension of strong includes two indicators which are strong relevant and strong
consistency. That is explained by the following table.
Frequency
Standard Deviation

Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Indicator

Mean

Fq % Fq % Fq % Fq % Fq %
Strong
relevant 3.24 .822 1 0.5 31 15.5 102 51.0 51 25.5 15 7.5
Strong
consistency 3.12 .869 7 3.5 36 18.0 92 46.0 57 28.5 8 4.0

Total 3.18 0.665

Table: 5.22 Strong

64
Source: Survey data
The Average value of the strong (Mean value is 3.18) indicates that the Strong is
moderate in the brand of the Cargills in Batticaloa. Further as far as this dimension
most the respondents are given equally different opinion about strong of the Brand
name of Cargills. (Standard deviation is 0.665)
This dimension includes two indicators which are strong relevant and strong
consistency; all of these indicators show that the Strong is moderate in the Brand
name of the Cargills. These indicators are the mean value is 3.24%, 3.12%,
respectively.

5.3.6.2. Favourable

The dimension of favorable includes two indicators which are favorable durability
and favorable selection. That is explained by the following table.

Frequency
Standard Deviation

Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Indicator

Mean

Fq % Fq % Fq % Fq % Fq %
favorable
3.18 .995 9 4.5 37 18.5 84 42.0 50 25.0 20 10.0
durability
Favorable
3.16 .875 6 3.0 33 16.5 97 48.5 52 26.0 12 6.0
selection
Total 3.17 .665

Table: 5.23 Favorable

Source: Survey data

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The average value of the Dimension favorable (mean value is 3.17) indicate a
moderate level of favorable in the brand of Cargills. The standard deviation is 0.665
which indicate quiet different opinions of respondents regarding each statement of
this dimension.
This dimension includes two indicators which are favorable durability and favorable
selection. All of these indicators show that the procedure is moderately Relationship
by the favorable of the Cargills brand. These indicators have the mean value of
3.18%, 3.16%, respectively.

5.3.7 Brand perceived quality

5.3.7.1. Brand quality
The dimension of Brand quality includes two indicators which are assessment and
satisfaction. That is explained by the following table.
Table: 5.24 Brand quality

Frequency
Standard Deviation

Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Indicator

Mean

Fq % Fq % Fq % Fq % Fq %

assessment 3.66 1.054 6 3.0 24 12.0 49 24.5 75 37.5 46 23.0

Satisfaction 3.54 .945 5 2.5 23 11.5 58 29.0 88 44.0 26 13.0

Total 3.60 .737

Source: Survey data

The average value of the Dimension Brand quality (mean value is 3.60) indicate a
high level of Brand quality in the brand of the Cargills. The standard deviation is

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0.737 which indicate quiet different opinions of respondents regarding each statement
of this dimension.
This dimension includes two indicators which are assessment and satisfaction.. All of
these indicators show that the procedure high Relationship by the Brand quality in the
brand of the Cargills. These indicators have the mean value of 3.66%, 3.54%
respectively.

5.3.7.2. Creditability

The dimension of Creditability includes one indicator which is innovative aspects.

That is explained by the following table.

Table: 5.25 Creditability

Frequency
Standard Deviation

Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Indicator

Mean

Fq % Fq % Fq % Fq % Fq %
Innovative
aspects 3.73 .895 5 2.5 9 4.5 57 28.5 93 46.5 36 18.0

Total 3.73 .895

Source: Survey data

The average value of the Creditability (Mean value is 3.73) indicates that the level of
brand name is high in the Cargills brand in Batticaloa. The standard deviation is 0.895
of this dimension.

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This variable includes one indicator which is Innovative aspects; this indicator show
that the extent of creditability is high in the Brand name of Cargills. This indicator has
the mean value of 3.73% respectively.

5.3.7.3. Superiority

The dimension of Superiority includes one indicator which is Advantages. That is

explained by the following table.

Table: 5.26 Superiority.

Frequency
Standard Deviation

Disagree 01

Disagree 02

03

04

05
Moderately
Strongly

Strongly
Agree

Agree

Agree
Indicator

Mean

Fq % Fq % Fq % Fq % Fq %

Advantages 3.34 1.029 14 7.0 17 8.5 81 40.5 64 32.0 24 12.0

Total 3.34 1.029

Source: Survey data

The Average value of the Superiority (Mean value is 3.34) indicates that the extent of
Superiority is moderate in the brand of Cargills in Batticaloa. Further as far as this
dimension most the respondents are given equally different opinion about Superiority
of the Cargills brand. (Standard deviation is 1.029).

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This dimension includes one indicator which is Advantages; this indicator show that
the extent of Superiority is moderate in the brand name of the Cargills. This indicator
has the mean value of 3.34% respectively.

5.4 Overall analysis of the impact of Cargills brand name on purchase

behaviour

Having completed the Dimension wise analysis of the brand name of Cargills it helps
to make analysis of overall Level of the impact of brand name of Cargills on purchase
behaviour. According to that the table 5.27 is clearly showing the level of the impact
of brand name of Cargills on purchase behaviour.

Table: 5.27. Overall mean value

impact of brand name

Mean 3.21
Standard deviation 0.360

Source: Survey data

Eventually when observe the impact of brand name of Cargills on purchase behaviour
in Batticaloa, it clearly disclosed that the impact of Brand name are moderately level
(mean vale is 3.21) in Batticaloa, and most of the respondent’s common opinions
toward impact of brand name is moderately level and also support to identify the
impact of Cargills brand name on purchase behaviour.(standard deviation is 0.360)

5.5 Cross tab Analysis (Personal Information with Research Information)

In the cross tabulation analysis, personal information which was collected from the
respondents is analyzed with the mean value of research variables and overall mean
value of the Level of the brand name of Cargills in Batticaloa.
5.5.1 Gender

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Out of the 200 respondents, 56% were male and the 44% were female. More over
male and female have been expressed that, the Brand element, Brand awareness,
Brand imagery, Brand resonance, Brand performance, Brand association and Brand
perceived quality are in moderate level in impact on Cargills Brand name. But when
take the variable of Brand element female have the higher mean value than the male.
For the variable of brand perceived quality male has the higher mean value than
female. But male have been expressed a high mean value than the female concerning
overall level of the brand name of Cargills. The table 5.28 clearly expressed the
different mean values of research variables by male and female.

Table: 5.28 Gender * Mean value of variables- cross tabulation

Brand Brand Brand Brand Brand Brand Brand overall

Gender element awareness imagery resonance performa associati perceived mean

nce on quality

Male 3.49 3.22 3.01 3.01 3.00 3.19 3.63 3.22

Female 3.61 3.15 3.05 2.95 3.06 3.14 3.45 3.20

Total 3.54 3.19 3.03 2.98 3.03 3.17 3.55 3.21

Source: Survey data

5.5.2 Age
The table 5.29 shows the different mean values of each variable besides the age level
of respondents. Out of the 200 respondents 29.5% were 18- 25 years old, 30% were
26-45 years, 28.5% were 46-55 years and remaining 10% were above 56 years have
been articulated moderate mean value to all variables. But when take the variable of
Brand element and Brand perceived quality 46-55 years and above 56 have the higher
mean value than the 18- 25 years and 26-45 years. The overall mean value be 46-55
Age groups are express the little bit more moderate level than other age groups.

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 Brand Brand Brand Brand Brand Brand Brand overall
element awaren imagery resonance performa associati perceived mean
Age
ess nce on quality

18-25
3.54 3.19 2.86 2.85 3.02 3.22 3.42 3.16

26-45
3.43 3.18 3.09 2.91 3.01 3.05 3.46 3.16
46-55
3.63 3.17 3.15 3.17 3.08 3.29 3.75 3.32

Above 56
3.63 3.25 3.01 3.04 2.97 3.06 3.65 3.23

Total
3.54 3.19 3.03 2.98 3.03 3.17 3.55 3.21
Table 5.29
Source: Survey data

5.5.3 Educational qualification

The table 5.30 shows the different mean values of each variable besides the
educational level of respondents. Out of the 200 respondents the most of the
respondent such as 42% had the qualification of up to A/L, and other respondents 5%
were primary level, 7% were secondary level, 18% were G.C.E O/L, 19% were
Degree and remaining 9% were professional qualification have been articulated
moderate mean value to all variables. But when take the variable of Brand element
Primary, secondary, G.C.E A/L, degree and professional qualification have the higher
mean value than G.C.E O/L. For the variable of brand perceived quality Primary,
secondary, G.C.E A/L and professional qualification has the higher mean value than
G.C.E O/L and degree. The overall mean value be professional qualification are
express the little bit more moderate level of the Cargills brand name than other
Education level.
.
Table 5.30 Educational qualification * Mean value of variables- cross tabulation
Brand Brand Brand Brand Brand Brand Brand overall
element awarenes imagery resonance performa associati perceived mean
Education
s nce on quality

Primary

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 3.54 3.25 3.17 2.97 3.08 2.93 3.98 3.28

Secondary
3.61 3.07 2.75 2.86 2.99 3.14 3.58 3.14

G.C.E O/L
3.43 3.13 3.02 3.05 3.06 2.93 3.43 3.15
G.C.E A/L
3.56 3.20 3.02 3.05 3.06 3.25 3.53 3.24
Degree
3.55 3.22 3.05 2.73 2.90 3.20 3.44 3.16
Professional
3.64 3.25 3.19 3.16 3.08 3.37 3.91 3.37
qualification

Total 3.54 3.19 3.03 2.98 3.03 3.17 3.55 3.21

Source: Survey data

5.5.4 Occupation

The table 5.31 shows the different mean values of each variable besides the
occupation. According to the Table shows each variables are moderately affect.
But when take the variable of Brand element Professional, Government, Retired and
No jobs have the higher mean value than Business, Self employment, officers and
other. For the variable of brand perceived quality Professional, Business, Retired, Self
employment and officers has the higher mean value than Government, others and no
jobs. Professional people brand element little more moderate affect than other
variables.

Table 5.31 Occupation * Mean value of variables- cross tabulation

Brand Brand Brand Brand Brand Brand Brand overall

element awarenes imagery resonance perform associatio perceive mean
Occupation
s ance n d quality

Professional
3.80 3.25 3.09 3.20 3.04 3.33 3.76 3.35

Business
3.43 2.92 3.00 3.09 3.11 3.05 3.62 3.18

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Government
3.63 3.13 2.99 2.81 3.01 3.28 3.38 3.18

Retired
3.69 3.24 3.11 3.09 3.00 3.07 3.72 3.27
Self
3.48 3.28 3.12 3.13 3.09 3.23 3.62 3.28
employment

officers
3.33 3.15 2.96 2.82 2.72 3.02 3.82 3.12
Others
3.48 3.24 2.96 2.93 3.16 3.18 3.38 3.19
No jobs
3.55 3.28 3.07 2.99 3.13 3.11 3.30 3.20
Total
3.54 3.19 3.03 2.98 3.03 3.17 3.55 3.21
Source: Survey data

5.5.5 Income

The table 5.32 shows the different mean values of each variable besides the monthly
income level of respondents. According to the Table shows each variables are
moderately affect. But when take the variable of Brand element 5000-15000, 15000-
30000 and Above 50000 income level peoples have the higher mean value than below
5000 and 30000-50000 income level peoples. For the variable of brand perceived
quality below 5000, 15000-30000, 30000-50000 and Above 50000 has the higher
mean value than 5000-15000.The above 50000 income level people Brand awareness
affect to high level.
Table 5.32 Monthly Income * Mean value of variables- cross tabulation

Brand Brand Brand Brand Brand Brand Brand overall

Monthly
element awarenes imagery resonance performa associati perceived mean
income
s nce on quality

Below 5000
3.39 3.16 2.94 2.80 2.93 3.11 3.61 3.14
5000-15000
3.51 3.12 3.03 3.01 3.22 3.11 3.45 3.21
15000-30000
3.74 3.25 3.04 2.95 2.93 3.23 3.54 3.24

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30000-50000
3.43 3.01 2.87 3.02 2.88 3.08 3.57 3.12
Above 50000
3.69 3.54 3.40 3.23 3.17 3.46 3.70 3.46
Total
3.54 3.19 3.03 2.98 3.03 3.17 3.55 3.21
Source: Survey data

5.5.6 Close distance of the food city and residence

According to the distance mentioned in below table between residence and foodcity.
These distances affect the purchase moderately. But when take the variable of Brand
element and Brand perceived quality no the higher mean value than the yes. So
distance not only affects the purchase but also affect brand element.

Table 5.33 Close distance of the food city and residence * Mean value of
variables- cross tabulation

Close Brand Brand Brand Brand Brand Brand Brand overall

distance of element awarenes imagery resonance performa associat perceived mean
the food s nce ion quality
city and
residence
Yes
3.45 3.23 3.01 3.01 3.11 3.16 3.49 3.21
No
3.61 3.16 3.05 2.96 2.98 3.18 3.60 3.22
Total
3.54 3.19 3.03 2.98 3.03 3.17 3.55 3.21

Source: Survey data

5.5.7 Close distance of the food city and work place

According to the distance mentioned in below Table between work place and food
city. These distances affect the purchase moderately. But when take the variable of
Brand element and Brand perceived quality no the higher mean value than the yes. So
distance not only affects the purchase but also affect brand element.

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Table 5.33 Close distance of the food city and work place * Mean value of
variables- cross tabulation
Close
distance of Brand Brand Brand Brand Brand Brand Brand overall
the food element awareness imagery resonance performa associat perceived mean
city and nce ion quality
work place
Yes
3.47 3.10 3.00 3.06 3.15 3.11 3.43 3.19
No
3.58 3.23 3.04 2.94 2.96 3.20 3.61 3.23
Total
3.54 3.19 3.03 2.98 3.03 3.17 3.55 3.21

Source: Survey data

5.6 Summary
In this fifth chapter collected information are analyzed and presented in the tables. It
consists of the personal data analysis and research data analysis. It was found that the
impact of the Cargills brand name in Batticaloa is moderate level on the purchasing
behaviour. More over an overall cross tabulation analysis also was done here, in
which the personal information are cross tab with the mean values of each variables
and the impact of the Cargills brand name in Batticaloa on the purchasing behaviour.
In the next chapter the findings from this analysis will be discussed.

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 CHAPTER 6
DISCUSSIONS

6.1 Introduction
This chapter has been designed to justify the data collected and analyzed in detail in
the previous chapter. Discussion has intended to include the personal information and
the research information in accordance with the data collected from 200 respondents
of the Cargills branded products in Batticaloa district. The personal information
includes the discussion about gender, age, educational qualification, occupation,
income range, closed distance of food city and residence and closed distance of food
city and the work place. The research information discuss about brand element, brand
awareness, brand imagery, brand resonance, brand performance, brand association
and brand perceived quality. Cross tab included the information via relating personal
information with overall variables value. The overall l discussions justify the finding
of research with special references to Cargills branded products and the consumers
with the help of frequency, percentage, mean and standard deviation.

6.2 Discussion on Personal information

6.2.1 Gender

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Among the consumers of Cargills branded products, male play a high role in the
Cargills branded products than the female, male purchasing behaviour is different,
because male wants to spend less time to consume all products and likes to purchase
all products in one place, but female like to consume different products at different
places to select best products. Therefore, the mostly males are going to Cargills food
city to purchase Cargills branded products.

6.2.2 Age
Age distribution tendency has no large deviation among the age groups, but generally
the age groups 18 to 25 and 26 to 45 prefer to use the Cargills branded products than
other age groups, because these two groups are interested to use famous branded
products and also they expect different variety of products with different taste.

6.2.3 Educational qualifications

According to the data collected in the research area, G.C.E O/L, G.C.E A/L and
degree completed consumers mostly prefer to purchase the Cargills branded products
because they receive information regarding the Cargills branded products by
television and internet

6.2.4 Occupation
Occupation has a significance influence over Cargills branded products. According to
the survey data, government officers, officers and self employees mostly like to use
the Cargills branded products. Because Cargills food city is located in convenient
place and parking facility is also available.

6.2.5 Monthly Income

Based on the survey data, people who fall in the income level of 5000 to15000 and
15000 to 30000 are like to use the Cargills branded products. Because most peoples’
earnings are coming under the above category they are bank trainees, local NGO
staffs and teachers

6.2.6 Closed distance of food city and residence

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According to the survey data, out of 200 respondents 39.5% of the respondents are
closed Cargills food city but 60.5% of the respondents are not living close to the food
city. It shows that outsiders mostly prefer to use the Cargills branded products; they
used to purchase the products on the way to their residence.

6.2.7 Closed distance of food city and the work place

In concerned with work place close to the food city, 34% of the consumer’s work
places are closed to the food city, but the 66% of the respondents come to the
batticaloa for shopping, hospital and education as it is located near by bus stand while
they come for their transport they easily purchase the Cargills branded products in the
Cargills food city on the way to their residence.

6.3 Discussion on Research information

To analysis the impact of Cargills brand name on purchasing behaviour in Batticaloa
District 200 consumers have been selected as respondents. This discussion includes
seven variables of brand element, brand awareness, brand imagery, brand resonance,
brand performance, brand association, and brand perceived quality.

6.3.1 Brand element

The brand element is discussed by four dimensions they are brand name, logo, symbol
and packaging. These four dimensions expressed higher level of impact on Cargills
branded products, since the brand element easily is understandable by the consumer
very quickly

6.3.1.1 Brand name

survey data reveals that the Cargills brand name has a higher influence to purchase of
Cargills branded products, was measured by the three indicators, publicity, easy to
pronounce, and memorable. The above three indicators expressed higher level of
impact of Cargills brand name on purchasing behaviour. Therefore, Cargills brand
name is famous and also more publicity among the consumers. Cargills brand name is
easily pronounced without difficulty by the consumers, very easily memorable and

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easy to recognize without any problems, that is why they purchase the Cargills
branded products.

6.3.1.2 Logo
The logo is in higher level of influence to purchase of Cargills branded products; it
was measured by one indicator, Visible. Cargills logo is easily visible; it contains the
word of “on your way residence” which attracted the consumers, it is truly meaning
full. Based on survey data more consumers use the Cargills for their “on the way
residence purchasing”. The indicator reveals a higher level of impact.

6.3.1.3 Symbol
Survey data uttered that the Cargills symbol has a higher level influence to purchase
of Cargills branded products it was measured by one indicator, attractiveness.
Cargills symbol is more attractiveness on consumers purchasing behaviour and it is
easily understand by consumers. It also contributes on consumers purchasing
decision.

6.3.1.4 Packaging
According to that survey data Cargills packaging has a higher level of influence to
purchase of Cargills branded products. It was measured by one indicator as protection.
Consumers feel that the Cargills branded products have a good attractive packaging
which means emphasizing freshness, health and safety, flexibility and traceability.
Cargills Company stimulates to purchase Cargills branded products through
packaging which includes colours, fonts, descriptions and logo.

6.3.2 Brand awareness

The Brand awareness was discussed by one dimension, depth. Brand awareness
expressed moderate level of influence to purchase of Cargills branded products
because Cargills has less advertisement on their brand. It is very difficult to reach the
public of Batticaloa district because only one Cargills food city is available in
Batticaloa district and it has less distribution channel for their whole products.

6.3.2.1 Depth

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Survey data reveals that the depth expressed the moderate level of influence to
purchase of Cargills branded products. Consumers select the Cargills for purchasing
their retail or essential goods, but they cannot correctly discriminate the Cargills
branded products. They purchased the essential goods like sugar, rice, flour, grain and
pulses and also they cannot correctly identify which is Cargills branded products. It is
the reason for the result of moderate level.

6.3.3 Brand imagery

When discussing brand imagery, it is moderately influencing to purchase of Cargills
branded products and was measured by two dimensions, they are purchase and usage
situation, and brand feeling. Because Cargills brand imagery moderately creates the
self respect of customers and it makes them to feel that they are rich.

6.3.3.1 Purchase and usage situation

Purchase and usage situation expressed moderate level of influence to purchase of
Cargills branded products. Because Cargills branded products are sold only through
the Cargills food city, only one place is available for purchase and cannot obtain the
Cargills branded products in the other areas.
6.3.3.2 Brand feeling
According to the survey data the Brand feeling shows moderate level influence to
purchase of Cargills branded products. This was measured by three indicators; they
are feeling of security, social approval and self respect. Because consumers have
average experience regarding Cargills branded products in Batticaloa district.

6.3.4 Brand resonance

The brand resonance expressed moderately influence to purchase of Cargills branded
products, it was measured by four dimensions, which are loyalty, attachment,
community and engagement, and all dimensions moderately expressed the influence
to purchase of Cargills branded products. Because consumers have less consideration
and they have a tiny behaviour when purchasing Cargills branded products.

6.3.4.1 Loyalty

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According to that survey data, loyalty moderately influence to purchase of Cargills
branded products, it was measured by two indicators; they are customers’ preference
and customers’ loyalty. Consumers mostly prefer to purchase the familiar brands
rather than the Cargills branded products. Because they do not familiar with Cargills
branded products. And also the consumer commitment is less towards Cargills
branded products.

6.3.4.2 Attachment
According to that survey data, brand attachment moderately influence to purchase of
Cargills branded products, it was measured by one indicator; it is the estimation of the
brand. Customer’s strong personal attachments are less with Cargills branded
products and Cargills had less promotional activities

6.3.4.3 Community
According to that survey data, Community moderately influence to purchase of
Cargills branded products, it was measured by two indicators; they are customer
affiliation and people’s relation with the brand. Because consumers think like
 higher level price
 Cannot get the special offers on price
 price is fixed , no bargaining with sellers
Above reason are causes to moderate level.
6.3.4.4 Engagement
Engagement expressed moderately influence to purchase of Cargills branded
products, was measured by two indicators, customer learning from brand and
perception. Customer’s learning from brand and their perception expressed moderate
level because internet, advertising, and TV have less effect on engagement regarding
Cargills branded products and consumers have lack of searching skills and lack of
awareness towards the Cargills branded products.

6.3.5 Brand performance

In evaluating brand performance uttered moderately influence to purchase of Cargills
branded products, was measured by three dimensions such as supplementary of

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features, style and design and brand product price. All these dimensions indicate
moderate level of impact. Because of that, the Cargills has fewer durability,
affordability, and product or service characteristics.

6.3.5.1 supplementary of features

According to that survey data, supplementary of features moderately influence to
purchase of Cargills branded products, was measured by one indicator as special
features. In real case Cargills branded products have some special features. If
researcher considers the ice-cream in different yeast flavours, texture and it contains
the nutrition’s. When researcher took the packet of sugar or salt, it is purely clean, and
not contains any dust and additional things. Consumers purchase the retail products in
Cargills food city without considering the Cargills branded products, as a result of it,
it shows moderate level.

6.3.5.2 Brand product price

When considering brand product price, expressed moderate influence to purchase of
Cargills branded products, was measured by two indicator price and frequently
adaptation of price. Cargills brand product price expressed moderate level impact.
Based on the researcher observation, Cargills branded product is giving a seasonal
offer and discount. Other indicator, frequently adaptation of price displayed less
impact of Cargills brand name on purchasing behaviour. Because of that most of the
people are middle class in Batticaloa so they are thinking Cargills branded products
higher in price.

6.3.5.3 Style and design

When evaluating Style and design, it expressed the moderate influence to purchase of
Cargills branded products, was measured by one indicator, design aspects. Since, they
use latest technology and attractive design.

6.3.6 Brand association

When discussing brand association, it declared moderate influence to purchase of
Cargills branded products, was measured by two dimensions those are strong and

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favorable and also they indicates moderate level of impact. Since, the Cargills brands
satisfy their consumer needs through their Cargills brand products.

6.3.6.1 Strong
When considering the strong, it uttered moderate influence to purchase of Cargills
branded products, was measured by two indicators, relevant and consistency. Strong
is a function of either the amount or quantity of processing that information receives
as the nature or quality of the process.
But in research area,
 Consumer’s searching ability and information receiving are average on
Cargills branded products.
 Consumers rarely think about Cargills branded product information and relates
it to the existing brand knowledge
 Cargills branded products are available only in Cargills food city.

Overall reasons are lead to moderate level of Cargills brand strong.

6.3.6.2 Favourable
According to the survey data, favourable expressed moderate influence to purchase of
Cargills branded products was measured by two indicators, desirable and selection.
Since, the Cargills have fewer different types of products and makes fewer
advertisements about their products.

6.3.7 Brand perceived quality

When considering brand perceived quality, it uttered higher influence to purchase of
Cargills branded products, was measured by three dimensions as the quality,
creditability and superiority. Even Cargills branded products have more quality when
compare with other products.

6.3.7.1 Quality
When evaluating quality, it expressed higher influence to purchase of Cargills
branded products, was measured by two indicators, assessment and satisfaction. The
Cargills branded products have more quality, used latest technologies for
manufacturing and they received the award of standard verification in Sri Lanka
(SLS). Consumers of Cargills get more satisfaction from Cargills branded products.

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6.3.7.2 Creditability
When discussing creditability, it declared higher influence to purchase of Cargills
branded products, was measured by one indicator, innovative features. Further
Consumers positively evaluate the innovative features of Cargills branded products,
because of innovative aspects
 Cargills brand product is innovative and market leader
 Consumers are going to increase and dependable and keeping customer
interests in minds.
 Customers like to purchase Cargills branded goods because of high innovative
in their products

6.3.7.3 Superiority
According to the analyzed data, the superiority has expressed moderate influence to
purchase of Cargills branded products, was measured by one indicator, advantages.
Because of that, consumers get advantages from the Cargills branded products.
Cargills food city is facilitating the consumers in purchasing activities such as indoor
design and self selection attract the consumers,

6.4 Summary
In this chapter, the findings are viewed from the analysis of data presented in the
previous chapters. Based on the mean value, the impact of the brand name on
purchase behaviour are categorized into three levels and discussed in detail with
possible causes. Brand element and brand perceived quality are in higher influence to
purchase of Cargills branded products. Brand awareness, brand imagery, brand
performance, brand resonance and brand association are in moderate influence to
purchase of Cargills branded products. In this context, the conclusion and some of the

84
recommendations to improve the Cargills branded products will be given in the next
chapter.

CHAPTER: 7

CONCLUSIONS AND RECOMMENDATIONS

7.1 Introduction
This research studies the impact of brand name on purchase behavior in Batticaloa
district with special reference to Cargills brand. Each variable has certain dimensions
with its indicators, explicitly denoting the low or moderate or high level of impact.
Hence, this chapter provides the conclusions about the dimensions and indicators
which helped to assess the overall impact of brand name on purchasing behavior and
recommendations that have to be taken into consideration to improve the Cargills
brand name.

7.2 Conclusions

85
From the results of this research some important features are found on the influence of
Cargills branded products on consumer purchasing behavior in Batticaloa district.
Followings findings have established based on research.

 When considering the gender, male mostly prefers to purchase the Cargills
branded products based on the quality of Cargills branded products is high.

 Consumers who mostly use Cargills branded products are in the age of 18 to
25 and 26 and 45, because many varieties of Cargills branded products are
available their and they are familiar to the products.

 G.C.E O/L, A/L and degree completed consumers mostly purchase Cargills
branded products, because they are much aware of Cargills branded products.

 Government staffs, self employees and officers mostly purchase Cargills

branded products, because the location is much convenient to them.
 Survey data reveals that most of the consumers are not closed to city, because
most of the employees are out of the city and the do purchasing on the way to
their residence.

 Consumers who are earning between 5000 – 15000 and 15000 – 30000
mostly purchase Cargills branded products.

7.2.1 Research information

Research findings of seven variables are as follows

 Brand element: - According to the data analyzed, in Batticaloa district

Cargills name, logo, packaging and symbol are well known among
consumers. It is influencing high level on Cargills branded products.

 Brand awareness: - brand awareness is influencing moderate level on Cargills

branded products. brand awareness on Cargills branded products is less
among consumers do not know what type of Cargills branded products are
available.

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  Brand resonance: - Brand resonance is moderately influencing on Cargills
branded products. Male prefer Cargills branded product while purchasing
than female. Female visit Cargills food city only for purchasing purpose, not
considering Cargills branded products.

 Brand imagery: - Brand imagery is influencing moderate level on Cargills

branded products. Students and secondary educated groups give less
important on Cargills branded products. Higher numbers of students visit
Cargills food city, but they feel that security, social approval and self respect
on Cargills branded product are less, they consume with lack of knowledge
and without any idea.

 Brand performance: - Brand performance is moderately influencing on

Cargills branded products. Consumers in the category of above age 56 and
secondary education have lack of involvement in Cargills branded products.
They do not look in to the special features and price offer and it’s frequently
adaptation of pricing system.

 Brand association: - Brand association is moderately influencing on Cargills

branded products. All income, occupational and educational groups expressed
moderate level on Cargills branded products regarding brand association.

Strength and favorable evaluation of Cargills branded products also

moderately expressed by both male and female consumers.

 Brand perceived quality: - Brand perceived quality is highly influencing on

Cargills branded products. All groups perceived the high quality of Cargills
branded products like Cargills Meats, Cargills Magic, Cargills KIST, Cargills
Lanka Milk and Cargills Supremo based on their perception. They satisfied
with the products, so they expressed high level of satisfaction.

7.3 Recommendations of Brand elements

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  Positive impact can be derived on brand elements by implementing effective
marketing programs.
 Cargills should make changes on symbol, logo and packaging on their branded
products time to time to attract and satisfy their consumers.
 Brand name can be improved by increasing advertising, promotion, personal
selling and public relations

7.4 Recommendations of Brand imagery

 Opportunities should be created to consume Cargills branded products by
special price offers or rewards systems

 Frequently small surveys have to be done to evaluate the customer satisfaction

on Cargills branded products; this will help to protect the brand name.

 Increasing purchasing intension through the following categories. It is a

predictive of actual purchase.
Action (E.g. providing gifts)
Target (E.g. Cargills branded products)
Context (E.g. determining pricing systems)
Time (E.g. determining the duration: week, month or year)

 Cargills should understand the feelings of consumers towards Cargills branded

products in circumstances of purchasing to maintain the brand.

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7.5 Recommendations of Brand awareness

 Brand awareness can be increased by sponsoring for special programs during

festival and annual events like New Year, X’mas, and Thai pongal. It is a way
to interact with consumers so by this brand recognition will increase among
the consumers.

7.6 Recommendations of Brand association

 Marketers of Cargills branded products should analysis the strengths and

weakness of their products to increase the brand association. if there are any
weakness, those weakness should be over came

 The strength of Cargills should be maintained through effective brand

association through this consumers can satisfy with Cargills branded products.
This way helps to customers’ favorable evaluation and strength of brand.

7.7 Recommendations of Brand resonance

 Marketers of Cargills branded products should implement corporate social

responsibility projects this will help to build a strong relationship with the
community.

 Corporate social responsibility can be used as a tool to develop the brand

value and customers perception also become positively.

 List of Cargills branded products should be displayed to increase the

willingness of consumers for purchase

7.8 Recommendations of Brand performance

 Primary ingredients and supplementary features of Cargills branded products
should be increased.

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  Providing special price offers and discounts to increase the number of
customers.

 Features of Cargills branded products should be modified to ensure its safety.

7.9 Recommendations of Brand perceived quality

 Cargills should understand the role of competition, innovative and market

leadership on brand and has to protect.

 Unique features of brand superiority should be maintained to increase the

brand quality

7.10 Recommendation to consumers

 Consumers must develop their searching skills and they have to correctly
compare the Cargills branded products with other products by price, quality
and nature.

 Consumers should show their interest while purchasing and should express
opinions.

 Customers can obtain the details about Cargills branded products like where
will it be available? And what types of offer will be available, through
internet, TV or any other media

 Customer should ensure their value over Cargills branded products by

participating trade exhibitions and annual events.

7.11 Limitations of the study

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Numbers of limitations were encountered in this study. This study had accounted the
following limitations.

1. Data has been collected by issue of only 200 questionnaires to the

conveniently selected respondents
2. Number of questions and measurements are limited for the purpose of this
study.
3. Continuous observation and data collection is impossible within the limited
time period of the study.

7.12 Implications of the Study

Due to the limitations of this present study, this research on impact level of Cargills
branded products on purchase behaviour provided opportunities and suggestions for
future as implications of the study.

This research has concentrated on seven variables which have developed to measure
level of impact of Cargills branded products on purchase behaviour.
Higher numbers of data are collected to measure accurate results, because the
reliability of the research will be extended. This study was carried out with 200
samples; a wide study can be done through more samples selection.

This study was carried out as cross-sectional survey. This research is about the level
of impact of Cargills brand on purchase behavior; this can be done as longitudinal
survey which will produce more accurate results on impact of brand level.

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This research will help to future researchers who want to Measure level of impact of
brand on purchase behavior.

7.13 Summary

This chapter contains conclusions and recommendations for the analysis on impact of
Cargills brand name on purchase behaviour. Totally seven variables are taken for this
analysis among that two variables have high level of impact and five variables have
moderate level of impact on Cargills branded products

Therefore, Cargills marketers have to take necessary actions to improve Cargills

brand name.

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