SEMINAR PRESENTAION

ON SIP AND BASE PAPER

Under the guidance
Submitted by
of
ISHA
Dr Swati Utreja
BBA 5th sem
Assistant professor
1921040
TIMT
 contents
 Introduction to sip and base industry
 Executive training
 Base paper review
 Introduction to topic
 Research objective
 Theoretical framework
 Hypothesis formulation
 Research methodology
 Data Analysis
 Results and findings
APPAREL INDUSTRY
 SUMMER
INTERSHIP
PROJECTS
INIESTA WEBTECH
SOLUTIONS  Website:
www.iniestawebtech.com
 Head office: Ghazibad ,
uttar Pradesh
 Eastablished : 22
February 2019
 President : kushagra
gupta
WORK DONE AT SIP
 Social media marketing
 Record maintenance in excel
INTRODUCTION
TO BASE PAPER
 “The impact of brand image on customer
loyalty and commitment”

Written by Anupama Sundar D

International Journal of Latest Technology in Engineering,

Published by Management & Applied Science (IJLTEMAS) Volume VII,
Issue VIII, August 2018
INTRODUCTION TO TOPIC

 Customer Loyalty is the measure of

success of the supplier in retaining a
long term relationship with the
customer.
 Customer loyalty tends the customer
to voluntarily choose a particular
product against another for his
need. The loyalty may be product
specific or it may be company specific.
The concept of commitment is widely used but has
received little formal analysis. It contains an implicit
explanation of one mechanism producing consistent
human behavior. Commitments come into being
when a person, by making a side bet, links
extraneous interests with a consistent line of
activity.

Commitment is defined as the act of binding yourself

to a course of action. ...
Commitment means showing up and doing what it
takes for however long it takes to achieve
whatever you made a commitment to. ...
Commitment is doing what you say you are going to
do, and when you say you are going to do it.
 Brand image is the perception of the brand in
the mind of the customer. It is an aggregate
of beliefs, ideas, and impressions that a
customer holds regarding the brand.
 A simple definition of brand image could be –
the customers’ perception of the brand based
on their interactions and experience with the
brand or their beliefs of what the brand could
be. 
 A brand can be perceived differently by
different customers. Hence, the formation of
a consistent brand image is a huge task for
any business.
 Objectives of research
 Primary Objective

 To study the impact of brand image on customer loyalty and commitment

 Secondary Objective

 To study the various elements of brand image

 To study the impact of brand awareness on commitment and loyalty
 To study the impact of brand association on customer loyalty and commitment

• To study the impact of percieved quality on customer loyalty and commitment

 Theoretical framework
 Construct:
The impact of brand image on customer loyalty and commitment

 Independent variables :
Brand image which comprises of brand awareness, brand association and perceived quality
 Dependent Variable:
 Customer loyalty
 Customer commitment
 Hypothesis formulation
 H1a: Brand association has significant impact on customer loyalty.
 H0a: Brand association has no significant impact on customer loyalty.
 H1b: Brand awareness has significant impact on customer loyalty.
 H0b: Brand awareness has no significant impact on customer loyalty.
 H1c: Perceived quality has significant impact on customer loyalty
 H0c: Perceived quality has no significant impact on customer loyalty
 H1a: Brand association has significant impact on customer commitment.
 H0a: Brand association has no significant impact on customer commitment.
 H1b: Brand awareness has significant impact on customer commitment.
 H0b: Brand awareness has no significant impact on customer commitment.
 H1c: Perceived quality has significant impact on customer commitment
 H0c: Perceived quality has no significant impact on customer commitment
 Research methodology
 
 
Descriptive
PURPOSE OF THE STUDY
   
TYPE OF INVESTIGATION
Causal
   
STUDY SETTING
Non contrived
   
TIME HORIZON
Cross-Sectional
  Customer loyalty and commitment(Meyer and
MEASUREMENT AND SCALING
Allen) and brand image (Burleigh and Sidney)
Modified Likert Scale (4Point rating)
 Sampling
Online Shoppers/Customers
Universe

Population students of top 3 colleges

Sampling Area Yamuna nagar

Sample Size 317
Sampling Design Non Probability Sampling
Sampling Technique Convenience Sampling
 Statistical tools
 Reliability
 Descriptive statistics
 Correlation analysis
 Regression coefficients
 Reliability
  N %

Reliability Statistics

Valid 319 99.4

Cronbach's Alpha N of Items

Cases Excludeda 2 .6

Total 317 100.0

.866 17
a. Listwise deletion based on all variables in the procedure.
 

Age
N

317
Descriptive
Minimum

1.00
Maximum

3.00
Mean

1.8391
Std. Deviation

.76885

Gender 317 1.00 2.00 1.4858 .50059

Education 317 1.00 2.00 1.4700 .49989

Occupation 317 1.00 4.00 1.7823 1.04030

Income 317 1.00 4.00 1.7697 .94499

BA1 317 1.00 4.00 1.4574 .70862

BA2 317 1.00 4.00 1.7950 .70188

BA3 317 1.00 4.00 1.5962 .85001

BA4 317 1.00 4.00 1.8580 .84683

BA5 317 1.00 4.00 1.4700 .77738

B1 317 1.00 4.00 1.8165 .75877

B2 317 1.00 4.00 1.5300 .82094

B3 317 1.00 4.00 1.8675 .83521

B4 317 1.00 4.00 1.5552 .85737

PQ1 317 1.00 4.00 1.7886 .75649

PQ2 317 1.00 4.00 1.5552 .82348

L1 317 1.00 4.00 1.8612 .86033

L2 317 1.00 4.00 1.4890 .75727

L3 317 1.00 4.00 1.7161 .76813

L4 317 1.00 4.00 1.5981 .82030

C1 317 1.00 4.00 1.8328 .86810

C2 317 1.00 4.00 1.5174 .78988

Valid N (listwise) 317

       
 
correlation BA_FINAL B_FINAL PQ_FINAL L_FINAL C_FINAL

Pearson Correlation 1 .488** .520** .556** .517**

BA_FINAL  
Sig. (2-tailed) .000 .000 .000 .000

N 317 317 317 317 317

Pearson Correlation .488** 1 .573** .676** .569**

B_FINAL
Sig. (2-tailed) .000   .000 .000 .000

N 317 317 317 317 317

Pearson Correlation .520** .573** 1 .601** .523**

PQ_FINAL  
Sig. (2-tailed) .000 .000 .000 .000

N 317 317 317 317 317

Pearson Correlation .556** .676** .601** 1 .625**

L_FINAL  
Sig. (2-tailed) .000 .000 .000 .000

N 317 317 317 317 317

Pearson Correlation .517** .569** .523** .625** 1

C_FINAL  
Sig. (2-tailed) .000 .000 .000 .000

N 317 317 317 317 317

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

 Regression
Model Unstandardized Coefficients Standardized t Sig. Model Unstandardized Coefficients Standardized t Sig.
Coefficients Coefficients

B Std. Error Beta

  B Std. Error Beta

(Constant) .145 .087 1.667 .096
(Constant) .114 .064   1.764 .079
BA_FINAL .332 .070 .250 4.782 .000
1 BA_FINAL .249 .051 .221 4.845 .000
B_FINAL .397 .066 .329 6.057 .000 1
B_FINAL .437 .048 .430 9.019 .000
PQ_FINAL .218 .059 .205 3.689 .000 PQ_FINAL .215 .044 .240 4.938 .000
a. Dependent Variable: C_FINAL a. Dependent Variable: L_FINAL
 Annova
Model Sum of df Mean F Sig. Model Sum of df Mean F Sig.
Squares Square Squares Square
Regressio Regressio 131.70
53.930 3 17.977 76.717 .000b 50.514 3 16.838 .000b
n n 7
1 1
Residual 73.344 313 .234     Residual 40.016 313 .128    
Total 127.274 316       Total 90.530 316      
a. Dependent Variable: C_FINAL a. Dependent Variable: L_FINAL
b. Predictors: (Constant), PQ_FINAL, BA_FINAL, B_FINAL b. Predictors: (Constant), PQ_FINAL, BA_FINAL, B_FINAL
 Limitations of the study
1. Small sample size: Only 317 respondents have been chosen, which is a small number to represent
whole of the population. Hence, the results cannot be generalized.

2. Unwillingness of respondents: While collecting the data many students were unwilling to fill the
questionnaire. Respondents were having a feeling of wastage of time for them.

3. Limited area for research: The area for study has been restricted only to online mode because of
which the findings may have a limited value.

4. Respondents’ bias: There has been biasness in the responses given by respondents due to fear of
losing their positions

5. Researcher’s bias: There may be biasness on the part of researcher while collecting data and selecting
the sample.

 
 Policy implications
 As earlier reviewed, brand image is considered to be significant in influencing customer
behavior positively.

 Managers within, and outside the sector, India and other non collectivist culture should
acknowledge findings from this study and the relevance of the valuables studied and the
power of brand image in influencing consumer behavior and seek to constantly explore and
assess brand image impact on similar variables for effective and long-term customer delight.

 The danger, therefore, is that whereas it is known that a poorly developed and presented
brand image will lead to disaster, the neglect of such vital organizational issue, may lead to
loss of customers as there may be low satisfaction and therefore low loyalty and commitment
to organizations market offering.

 
Data collection
 
 
 Questionnaire
PRIMARY DATA
 Observation

 
   

SECONDARY DATA  Internet

 Books

 Journals
 Recommendations
 The researcher has proposed recommendations which are purely suggestive; the applicability of the same would
depend up on the changes in the environment, the planning premises and resource availability.

 Studies on brand image and most importantly brand equity and there impact within and outside the organization
is still in its infancy and is evolving with more complications in terms of definition and measurement.

 Further research is, therefore, needed on the conceptualization and measurement of brand image and its impact on
other customer related issues like: sales, promotion, and organizations return on investments.

 Such research is urgently needed and will provide deeper insight into an area that although very important to
sustainable profit, is indeed riddled with lack of agreement.

 The study will further highlight on the usefulness of brand in the twenty-first century organization and on how
more and more organizations are depending on brand for survival in highly competitive environment.

 
 Results and findings
 After applying Descriptive Statistics, the mean value is approx 2 and standard deviation is approx 1 which shows that there
is no ceiling effect and flooring effect. This is a clear indication that there is a variance response of all the respondents of
given questionnaire
 Here value of Cronbach’s Alpha is .866, which is p>.50 which shows that there is consistency in variable. It means that
data under study is reliable and sample is true representative of the population. It also shows that the items and scale
used in this study is 99.4%. Reliable
 There is a positive correlation between loyalty and percieved quality . After applying correlation we get the value .601
which shows that there is a moderate degree of positive correlation between loyalty and percieved quality.
 There is a positive correlation between loyalty and brand awareness. After applying correlation we get the value .556
which shows that there is a moderate degree of positive correlation between loyalty and brand awareness.
 There is a positive correlation between loyalty and brand association. After applying correlation we get the value .573
which shows that there is a moderate degree of positive correlation between loyalty and brand association.
 There is a positive correlation between commitment and brand awareness . After applying correlation we get the value .
569 which shows that there is a moderate degree of positive correlation between commitment and brand awareness
 There is a positive correlation between commitment and brand association . After applying correlation we get the value .
523which shows that there is a moderate degree of positive correlation between commitment and brand association.
 There is a positive correlation between commitment and percieved quality . After applying correlation we get the value .
556 which shows that there is a moderate degree of positive correlation between commitment and percieved quality.
Data analysis
Screenshot of questionnaire