Business Research Methods

Final Project Presentation

Research Paper
Presented by: Nimra Shahzad (LCM-4013)
Zoha Imran (LCM-4022)
Nauman Zaidi (LCM-4018)
Presented to:
Mam Humaira Erum
 Research Paper:
Marketing–Quality Interface: An Empirical Analysis
of FMCG Customers
Problem area:
Concepts of marketing quality in relation of FMCG (fast
moving consuming goods) customers
Type of research:
It is a pure or basic Research. It is done to increase the Body of
knowledge about the FMCG customer and quality perception.
 Problem statement:

The study of relationship between marketing variables and

its quality with FMCG customers and word of mouth is play
the role of mediator.
 Variables:
1. Product (independent variable)
2. Price (independent variable)
3. Place (independent variable)
4. Promotion (independent variable)
5. Word of mouth (mediating variable)
6. Quality perception of FMCG (dependent variable)
 Theoretical framework:

Definition of variables
Model
Theory
 Definition of variables:
Product:
Anything that offered for the sale by organization is called product, it could be item or services.
Price:
The value of product or services which will be paid by consumer/certain amount of money which is paid to acquire the
product or services.
Place:
The place where product or services of organization is selling or purchasing.
Promotion:
Promoting the product or services to increase the sale of organization.
Word of mouth:
The passing of information from person to person using oral communication regarding the products or services of the
organization
Quality perception:
The impression of excellence that a customer experiences about a product, service of organization.
 Model:

Product H1

H2
H5
Price
WOM Quality Perception
H3

Place
H4

Promotion
Theory:
Theory of planned behavior is a theory used by marketers to
predict and understand consumers' behaviors. It argues that
behaviors are determined solely on behavioral intentions that
are determined by behavioral attitude, subjective norms, and
perceived behavioral control.
Hypothesis:
H1:
Directional hypothesis:
Product have positive and negative relationship with word of mouth.
Non-direction hypothesis:
Product has significant relationship with word of mouth.
Null or alternate:
Ho :
There is no relation between product and word of mouth.
 
H1:
There is positive or negative both type of relationship between product of word of mouth.
 Research design:

1.Purpose
2. Strategies
3. Researcher interference
4. Research settings
5. Unit of Analysis
6. Time horizon
Scaling:
Scale of marketing variable according to FMCG:
Question: Strongly disagree Neutral Agree Strongly
Disagree Agree

Are you happy with the offer?          

 
 
Do you already know what
characteristics the chair you are
looking for should have?
 
 
Have you looked for an office chair
before?
 
 
Have you had a chance to get
acquainted with our range of products?
 
 
Am I right in assuming that we have
reached an agreement on this point?
 
 
May I take it that I have eased your
concerns?
 
 
Are you happy with the chair?
 
 
Are you unhappy with the cost of this
model?
The End