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Impact of personal involvement on store brand choice

A Report submitted

By

MUHAMMAD TALHA KHAN (2848)

RANA MUHAMMAD DANIYAL (2604)

HAIDER RAZA (1039)

FAREED BUTT (0974)

To

Department of Business Administration

In partial fulfillment of

The requirement for the

Degree of

BACHELORS OF BUSINESS ADMINISTRATION

In

Writing Research Report

This report has been

Accepted by the faculty

FACULTY OF BUSINESS ADMINISTRATION

Mr. Mirza Amin Ul Haq

Advisor

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IQRA University Research Facilitation Centre

ACKNOWLEDGEMENT

This research is made possible through the help and support

of all group members. Especially, please allow us to dedicate our

acknowledgment of gratitude toward the following significant

advisor and contributor: we would like to thanks Sir Mirza Amin

Ul Haq for his most support and encouragement. Second, we would

like to thanks all the classmates which are studying in Iqra

University without the support of them we are unable to do this

research. Finally, we sincerely thanks to our parents, family,

and friends who provide the advice and support us. The product of

this research would not be possible without all of them.

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ABSTRACT

This paper is to identify and explain the relationship

between personal involvement like brand image, purchase motives,

& customer satisfaction from store brand choice. This paper

authors use four variables in which three were independent & one

is dependent i.e. brand image, purchase motives, and customer

satisfaction is independent variables or store brand choice is

dependent variable. Primary data is collected from 50 students of

Iqra University. Descriptive data analysis along with test of

significance was applied to analyze data on SPSS version 20 &

also check the reliability of all the selected scales. Results

indicate that the significant relationship between personal

involvement (brand image, purchase motives, & customer

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satisfaction) from store brand choice. The sample size for the

current research is very small and is limited to iqra university

students. A larger sample with data collection from other cities

or professionals may produce different results.

Keywords: store brand choice, personal involvement, brand image, purchase

motives, and customer satisfaction.

Table of ContentsACKNOWLEDGEMENT......................................................2ABSTRACT.............................................................3Chapter 1............................................................6Introduction.........................................................61.1 Background of the study:.......................................61.2 Problem statement:.............................................71.3 Purpose statement:.............................................7

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1.4 Research objectives:...........................................71.5 Research questions:............................................71.6 Significance of study:.........................................71.7 Scope of the study:............................................81.8 Structure of the study:........................................8

Chapter 2............................................................9Literature Review....................................................92.1 Conceptual Reviews:............................................92.2 Empirical Reviews.............................................102.2.1 Brand image & store brand choice:.........................102.2.2 Purchase motives & store brand choice:....................122.2.3 Customer satisfaction & store brand choice:...............14

2.3 Summary of Reviewed Literature:...............................19Chapter 3...........................................................21Research Method.....................................................213.1 Theoretical frame work:.......................................213.1.1 Statistical model:........................................213.1.2 Theoretical model:........................................21

3.2 Hypotheses:...................................................223.3 Description of the Research Design:...........................223.4 Target Population:............................................223.5 Sampling Procedure:...........................................223.5.1 Participants:.............................................23

3.6 Data Collection Instrument:...................................233.7 Statistical Analyses:.........................................24

Chapter 4...........................................................25Data collection.....................................................254.1 Descriptive Profile of the data:..............................254.2 Reliability:..................................................254.2.1 Store brand choice:.......................................254.2.2 Customer satisfaction:....................................26

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4.2.3 Brand image:..............................................264.2.4 Purchase motives:.........................................27

4.3 Descriptive Analysis:.........................................274.4 Hypotheses Testing:...........................................294.4.1 Store brand choice and brand image:.......................294.4.2 Store brand choice and purchase motives:..................304.4.3 Store brand choice and customer satisfaction:.............31

4.5 Summary of finding:...........................................32Chapter 5...........................................................34Conclusion..........................................................345.1 Discussion:...................................................345.2 Policy implication:...........................................345.3 Limitations:..................................................355.4 Recommendations:..............................................35

References..........................................................36Works Cited.........................................................36Appendix............................................................40

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Chapter 1

Introduction

1.1 Background of the study:

The personal involvement which includes Brand image,

Purchase motives, and Customer satisfaction has a strong and

positive relationship from store brand choice. Perceived quality

of store brand management has a straight positive effect on brand

value and trust‐credibility whereas in‐store brand image

expression has straight positive impact on trust and emotional

commitment (Lanauze, 2011). Previous studies that measure

experimentally the rationale for the production of store brands

do not exist. Moreover, empirical research has not focused on

identifying the manufacturers group on their decision to produce

the store brands (Benito, 2008). Brand personality has a direct

impact on brand choice (Forbes F. a., 2005). Store environment

led by a batch (IB) through positive affect and desire (Fiore,

2000). Brand image and advertising have a strong positive

influence and great relationship with the consumer purchasing

behavior (Malik, 2013). The size of retail choice sets differs

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significantly and that consumer experience and reseller loyalty

are important predictors of choice set size. Indicates that the

size of a consumer’s choice set decreases as a retailer’s product

offerings move along the range from pure physical goods to pure

services (Cronin, 1997). Negative framing of loss prevention

affects perceived gains and brand choice more than positive

framing only for less involved participants, rather than for

highly involved ones (Herstein, 2013).

1.2 Problem statement:

This research paper is designed to study the factors that

influence the store brand choice over products. A store choice

depends upon the personal involvement, store location and store

brand image (Dobbelstein, 2007). Past researches did not give the

good idea about the relationship between store brand choice and

brand image (Sondoh Jr, 2007). The research paper is focused over

cellular product industries and studies that how different

components of Purchase motive, Customer satisfaction and Brand

image affect consumer store brand choice. In order to find it

significant, the paper carries out co-relation analysis and non-

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probabilistic sampling over the dependent and independent

variable.

1.3 Purpose statement:

The aim of doing this research is to find and describe the

relationship between purchase motive, customer satisfaction and

brand image from store brand choice.

1.4 Research objectives:

To know the impact of purchase motive, customer satisfaction

& brand image on store brand choice. Also want to know what

intention of customer to buy any product in store environment.

1.5 Research questions:

What is the impact of purchase motive on store brand choice?

What is the impact of customer satisfaction on store brand

choice?

What is the impact of brand image on store brand choice?

1.6 Significance of study:

This study will be beneficial for different stores doing

business across different countries. This study will investigate

the impact of personal involvement (purchase motive, customer

satisfaction and brand image) on store brand choice and it will

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be beneficial for the marketers to target their customers in an

effective manner. Through the use of this study businessmen can

enhance their business rapidly by targeting and segmenting the

potential customers. This study will also be beneficial for the

students and instructors while discussing the concepts of

decision making styles of consumers in their marketing classes

and will enhance their knowledge. Moreover this study will

provide a guide line for future researches in this field of

marketing.

1.7 Scope of the study:

Researchers work only four variable Purchase motive,

Customer satisfaction, Brand image and store brand choice.

Researchers don’t expand their research work because authors want

more accuracy in study. Authors find only correlation between the

variables & don’t work on effects because lack of resources.

1.8 Structure of the study:

The remaining of the paper is made in this pattern. The

second chapter provides a review of literature and in the third

chapter which is research method researchers make the hypotheses

to be tested and the following section details the methodology.

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The fourth chapter discusses the major results and findings of

the study. The fifth chapter is the last chapter in which

concludes the study and provides future scope for research.

Chapter 2

Literature Review

Past researcher suggested the personal involvement (Brand

image, Purchase motives, and Customer satisfaction) is directly

impact on store brand choice. The literature review consists of

two parts one is conceptual review and another is empirical

review. In conceptual review researchers discuss different

theories related to the current topic while in empirical review

researchers discuss the findings and the relationship of past

papers related to this research.

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2.1 Conceptual Reviews:

The theories author apply shows the personal involvement is

directly impact on store brand choice but some theories related

to the network model and brand adoption these theories were used

to find out the relationship among these variables.

It has been developed associative network memory model by

Robert and Woodworth to describe network consists of nodes

connected by various trade union links (Ratcliff, 1978). This

contract is a piece of information that has become linked through

links trade union (Krishnan, 2003) was adapted .His theory

adapted by (Spry, 2011), to study the effect of the credibility

of the celebrity on shareholders' equity on the consumer based

brand approved.

Previous researchers have sought to extend the results to

the actual purchase behavior by examining the amount consumers

are willing to pay if you buy unexpected (H1B), rather than a

mere possibility to buy (Haws B. &., 2012). Brand image and

advertising have strong positive influence and great relationship

with the consumer purchasing behavior (Malik, 2013). The

credibility of the endorser has an indirect impact on our brand

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when this relationship is mediated by the credibility of the

brand (Spry, 2011). Store environment led by a batch (IB) through

positive affect and desire (Mohan, 2013). More than a fun

shopping environment, nice and attractive buying opportunities in

the rush among consumers shop (Ali, 2013). The researchers said

that the differences in making the purchase on the basis of the

levels of CSSC's decision, and distinguish CSSC of public

restraint again (Haws B. &., 2012)

2.2 Empirical Reviews

2.2.1 Brand image & store brand choice:

(Benito, 2008), to do the research on the topic of

Manufacturer's characteristics that determine the choice of

producing store brands. In this research have two variables

Manufacturer's characteristics or choice of producing store

brands. The purpose of this paper is to examine the rationale for

the production of store brands and the possibility of different

manufacturer sectors of store brand according to the position,

the size of investment and advertising, and focus the competitive

sector and product type by the use of quantitative method. Way

access to information is the study developed in Spain and

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answered by manufacturers of consumer packaged goods. Applied

descriptive methods (references tables and ANOVA) and

multivariate techniques (correspondence analysis, chi-square for

the detection of automatic interaction (CHAID), and mass).

Article logical empirical evidence in favor of the production of

brands by leading non medium to small-sized companies and against

this practice by the manufacturers ‘store. It also shows the

existence of different manufacturing sectors.

(Malik, 2013), to conduct research on the impact of brand

image and advertising on consumer buying behavior and the purpose

of this study is to examine the impact of brand image and

advertising on consumer behavior among the general public in the

city of Gujranwala. The researchers studied three independent or

independent variables in this paper by the quantitative approach.

Variables that focus on any research that brand image and the

Declaration of consumer brand image, advertising and behavior are

affiliated or consumer behavior variables is variable dependent.

It was used a sample of 200 questionnaires collected 175

responses during the period of one month. The results indicate

that the brand image and advertising have a positive impact and a

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strong relationship with large consumer purchasing behavior.

People look to the brand image with a positive attitude and a

statistical tool that is used Pearson participated in the

relationship, mean and standard deviation.

(Pope, 1998) do research Consumption values, sponsorship

awareness, brand and product use. Despite suggestions that the

sponsorship awareness about the effects of brand attitudes and

purchase intent, and the evidence is mainly anecdotal or limited

to certain situations, especially product categories. These

papers presents the results of study care awareness in the

context of consumption values, and relate these results to brand

attitudes and use of the product. The results indicate that while

the awareness of care can affect the consumption values, the

aspects of those values that are affected are not necessarily the

same as those that affect the use of the product or brand

attitudes. It is noteworthy that patrons need to carefully

examine what aspects of the values that you want to influence,

before embarking on welfare programs.

(Teresa, 2012) published a research paper corporate brand

image of financial institutions: a consumer approach. The purpose

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of this study it has been underestimated consumer perception of

business success. For this reason, this work aims to focus on the

image of the corporate brand building and analysis of how to

create associations of financial brands and the way these

associations to influence consumer behavior. The nature of the

study is quantitative. Data were collected by means of personal

questionnaires addressed to 450 respondents. The results indicate

that consumer perceptions based on brand familiarity, and

communication is constant, and to a lesser extent, on the ad. The

resulting image will be a precedent for the global position of

the company, both directly and indirectly, of the intention to

use these branded service.

(Forbes F. a., 2005) Have done the research on the topic of

an empirical analysis of the brand personality effect. The

purpose of the study is to seek to provide practical support for

the "personal brand effect," that is, the direct effect on the

brand personality will be on a variety of consumer-driven

results. The method which is followed is quantitative method. A

series of hypotheses tests using experimental research design

with 192 threads. These results indicate that the personal brand

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will have a positive impact on the assessment of products and

topics that are exposed to personal brand will have a much larger

number of trade associations. A much larger proportion of the

trade association. Much more unique trade associations of its

kind. Much larger than the harmonious proportion of trade

associations. And a much larger proportion of strong business

associations.

2.2.2 Purchase motives & store brand choice:

(Yadav, 2012) Examine impact of advertising on a rush order

for purchase in consumer behavior: An Empirical Study on the city

of Noida. The aim of this study is to investigate the impact of

advertising on consumer behavior impulsive purchase schemes. For

in dependent variable studied the plans were announced and

studied the impulsive and buy variable. It has been using a

quantitative approach. The data were collected from 350

shopkeeper’s comfortable samples in a shopping mall in different

selected Noida City. It was used descriptive data analysis. The

result indicated that people who belong to the middle-income

group were more likely to buy a reckless economic reason as

promotional offers help in obtaining regulatory benefits.

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(Lanauze, 2011), do research on the topic of Impacts of in‐

store manufacturer brand expression on perceived value,

relationship quality and attitudinal loyalty. The purpose of this

study is to Most of the time to buy canned goods and distributed

in the supermarket channel, the store is the brand where the

product can be developed and evaluated its image through official

control of the buying experience. However, for the brands in this

sector, which controls the better buy in the store experiences

can lead to enhance the perceived value of the brand, the quality

of the relationship, and loyalty. How to pick up these contacts

take place, and the evolution of the concept of the book to

express the brand factory shop. This concept includes three

dimensions, which is the perceived quality of the brand

manufacturer display in the store, in the manufacturer's store

brand image expression, and seen its proximity to the brand image

with stored images. The purpose of this paper is to study the

effects of these components on brand valuation. Practical

application of the brands of food and intimate apparel categories

shows the differential effects of these components on the

perceived value, and quality of the relationship (confidence

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credibility and trust and charity, and a passionate commitment),

and loyalty positions. There are two variables in which

independent variable is in‐store manufacturer brand expression

and dependent variables perceived value, relationship quality and

attitudinal loyalty they follow the qualitative approach in this

study. The population is 153 students and 304 actual consumer and

the findings are Perceived quality of in store display brand have

a direct positive impact on the brand value and trust in the

credibility of the image while the store brand expression has a

direct positive impact on the confidence and good emotional

commitment. At the same time, look at the convergence of the

brand manufacturer's image with image storage has a direct

negative impact on the credibility of confidence. In addition,

the researchers noted that these effects have significant

positive and negative indirect effects on attitudes and loyalty,

in all parts of the causal links between value and trust and

emotional commitment. Also, the authors' results support the

relationship marketing model in the case of strong national

brands stationed in the Gaza packaged goods purchased often.

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(Xu, 2007) determine the impact of the environment on the

store to buy a batch adult generation Y consumers. The purpose of

this research is to study the effect of storage environments on

impulse buying behaviors of consumers Generation Y adults. In

this research, the independent variable was the environment of

the store and was buying a batch variable. For this research was

used the descriptive approach. Interviews were conducted with the

people of four large shopping centers aging between 18-30 years.

To analyze the data SPSS 14.0 for descriptive statistics ISREL

8.7 was used to perform certain factor analysis. The results

showed that shop environments have a significant impact on the

'emotional states, including pleasure and arousal, which in turn

affect these consumers’ impulse buying behaviors of consumers in

the store.

2.2.3 Customer satisfaction & store brand choice:

(Herstein, 2013) Wrote a research paper on the topic of

Framing and involvement effects on consumers’ brand choice buying

in this paper they studied two variables i.e. framing and

involvement or Consumers’ brand choice by the use of quantitative

method. The purpose of this study is to find the effect of

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framing and involvement on consumer brand choice. The population

of this research is 837 male & female participants from Portugal,

Turkey, and Israel. They found the result that as expected,

consumers appear involved in a very high preference for the

product better and more expensive than consumers are less

involved, while the monetary gains or perceived quality mediates

the relationship. Previous results difficult and the negative

framing avoid loss affects perceived gains and choose the brand

more positive frame of only less involved for the participants,

rather than those that are involved too.

(Hussain, 2011) Have done the research paper on the subject

of the relationship between celebrity endorsements with consumer

impulse buying in this paper have studied two variables, any

celebrity endorsement or consumer impulse buying through the use

of quantitative approaches the purpose of this study was to find

out the relationship between celebrity endorsement and motivation

consumer buy books. The population of this research is 95 people,

which are all representatives of the city of Peshawar, without

specifying gender. Data collection method they use is that the

questionnaires. It was distributed on the basis of equality in

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the allocation of these three proposed markets. They make the

hypothesis by using Chi squareformula. After testing the

hypothesis that a certain formula and found some results amazing

that showed that 28.4% of respondents say that they buy mostly on

the basis of pre-planned and celebrity endorsement affect their

purchases of 36.8%, while saying they buy mostly on the basis of

pre-planned but celebrities do not have any impact on unplanned

purchases when they do. Only 9.5% of the respondents that they do

not shop on an unplanned basis of her behavior and their purchase

by the Celebrity endorsed.22.1% of the respondents that the

purchase of which the behavior is always unplanned but has no

effect on the celebrity that .Majority of the respondents deny

the impact of celebrity on their purchase unplanned.

(Bressolles, 2007) To know impact of e-service quality

dimensions on customer satisfaction and impulse buying. This

paper proposes a conceptual framework for measuring the effects

of electronic service quality dimensions on customer satisfaction

and impulse buying. The independent variable quality electronic

and was the customer satisfaction and impulse buying variable.

For this purpose the quantitative research. The data were

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collected from 4109 French clients a leading e-commerce site

specializing in electronic and cultural goods. Data were analyzed

from the uncertain global analysis with SEPATH. Uncertain global

analysis with SEPATH.

(Haws, 2012) To find consumer spending restraint and the

actual purchase behavior. In pursuit of the goal to understand

and promote the spending restraint, and the purpose of the

present research is the study of individual fundamental

differences in consumer spending restraint (CSSC), which is

defined as the ability to control and organize ideas on a single

spending and decisions in accordance with the standards of self-

imposed. Studied variables and wide, any self-control and actual

purchase behavior of consumer spending. Is a research and

quantitative statistical test used in this study any means, stan

dard deviation, correlation and check the reliability of the

SPSS. Data by collecting questionnaires from 136 respondents said

they are graduate students Business (74 females). Sought to

expand their findings to the actual purchase behavior by

examining the amount consumers are willing to pay in the

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development of an unexpected purchase (H1B), rather than a mere

possibility to buy.

(Bearden a. H., 2012) Study the Consumer spending restraint

and procurement opportunities set. It seeks to provide support

for H1A by testing how it relates to one level of CSSC to the

responses to the consumption opportunities attractive yet

unexpected. Studied variables and wide, any consumer psychology

and procurement opportunities adjust spending. Is a research and

quantitative statistical test used in this study any means,

standard deviation, correlation and check the reliability of the

SPSS. Using questionnaire data from 204 collections of

respondents said they are the first undergraduate students (102

females). It was considering the differences in making a purchase

based on the levels of CSSC's decision, and distinguishes CSSC

again from public restraint.

(Adelaar, 2003) Determine the effects of media on the

emotions and motivation purchase intent. The purpose of this

research to understand the effects of different forms of media

(ie text, stills and video) on the purchasing intentions of the

participants. The independent variable forms of media, and the

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dependent variables emotions and impulsive buying. Quantitative

methodology was used for this purpose. The study included

undergraduate students from the Midwest University in the United

States were conducted confirmatory factor analysis with Amos

4:01. The study predicted that people who have been exposed to

video incentive would feel more positive emotion from people who

have been exposed to the letter and still influences the image

when you control the visual / verbal orientation.

(Spry, 2011), do the research on the subject of celebrity

endorsement and credibility of the brand and our brand. The

purpose of this study was to study the effect of celebrity

credibility on equity on the basis of the consumer for the brand

and the brand honest appearance on the credibility of the brand

equity relationship is also to be tested. They focus on three

variables in this research any celebrity endorsement, brand

credibility and brand equity. The researchers used the method of

data collection approach the intersection Mall experience and it

is a qualitative approach. The population of this research is

shopping Centre consumers in major Australian city or statistical

test that is used in this research is that the structural

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equation modeling. The results indicate the credibility of the

endorser has an indirect impact on our brand when this

relationship is mediated by the credibility of the brand.

However, the "credibility of the endorser brand credibility" and

"credible endorser brand equity" relationships did not differ

according to the type of Trademarks used.

(Mohan, 2013) wanted to explore the process by four

environmental shop (music and light, and the employee, and

planning) and two individual characteristics (shopping enjoyment

mile (SET) and impulse buying tendency (IBT)) the effect of

motivation buying behavior for positive and negative affect

through, and urges to buy impulsively. Environment variables

studied and store impulse buying behavior using quantitative

approach in that environment is the study of the shop or purchase

motive variable is the independent variable. They use 733

customers Mall as a sample and the method of data collection is a

questionnaire which was conducted in Chennai in southern India.

Tool that is used to analyze the data any AMOS. I consider the

most important and most vital, which I would like to share with

you the results of that research environment thing paid any store

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impulse buying (IB) through positive affect and desire. The

results also showed that personal variables (SET and IBT) IB

influenced by positive affect and desire. This paper did not find

support for the relationship between negative emotions and

desire.

(Bashir, 2013) Conduct a research paper on the impact of

cultural values and lifestyle on impulse buying behavior: a case

study of Pakistan. The purpose of this research is to understand

the impact of cultural values and lifestyles on the purchase of

Pakistani agent’s impulsive behavior. For this purpose was the

independent variable studied the cultural values and ways of life

and the changing of the impulse purchase. Was used quantitative

approach included the study of different universities students

aging between 18 to 30 years. It was used SPSS T- test and link

test to analyze the data. Tests provided the result that gender

differences play a vital role in cognitive and emotional impulse

buying.

(Mehta, 2013) Found the impact of visual goods on impulse to

buy consumer behavior: the case of the central Mall Ahmedabad

India. This study aims to find out the various marketing

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dimensions visual impact on impulse buying behavior of customers.

The independent variable studied the visual trading was the

purchase of a batch variable. It was used qualitative approach

with a way Mall objection. Interviews were conducted with clients

from Central Mall Ahmedabad and carried out this activity for

four days. Data were analyzed using SPSS reliability test, factor

analysis, correlation and linear regression. The results showed

that certain dimension of visual marketing does not affect

impulse buying.

(Nair, 2015) Conduct a research on the impact of emotional

intelligence to boost the value of the proposed purchase of the

product. This paper explains the relationship between emotional

intelligence and rush to buy and suggest the value of the

resulting product for the consumer. The independent variable of

emotional intelligence and relied impulse buying. Was used

quantitative approach and conducted a focused way a group of

women between the age group of 18 and above in the development of

middle-class town on the outskirts of Mumbai Metro. I used the

Big Five personality test, and correlation tests for statistical

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analysis. Results demonstrated that the higher emotional

intelligence will usually be lower batch purchase and vice versa.

(SIAHAAN, 2014) publication of research on the impact of

sales promotion, personal selling lifestyle and the perception of

the impulse purchase. The study tried to find out some of the

internal and external factors which could affect the impulse

purchase, such as sales promotion, personal selling, lifestyle

and perception. The independent variables sales promotion,

personal selling, perception and modern life. It was the purchase

of a batch variable. It was used quantitative approach and was

questioned 100 respondents in Sipur Plaza center in Bandar

Lampung, who was shopping fashion products. It was used SPSS 16.0

software for statistical analysis. The study showed that all four

factors directly affect consumers' inclination to buy.

2.3 Summary of Reviewed Literature:

The personal involvement which includes Brand image,

Purchase motives, and Customer satisfaction has a strong and

positive relationship from store brand choice. Previous

researches shows that the personal involvement some time very

strong to buy any product. If the buyer sees any Purchase motives

30

so the consumer buys it unconsciously. According to the previous

researcher’s findings dissimilarities in purchases decision

making based on the level of Brand image and Customer

satisfaction.

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Chapter 3

Research Method

The theme of this study is to find the impact of personal

involvement (Brand image, Purchase motives, and Customer

satisfaction) on store brand choice; the researchers conducted a

survey of iqra university class rooms, library and cafeteria

students for the reason that it is convenient & took data from

questionnaires. This section covers a description of the methods

used, including: (a) Theoretical framework (b) hypotheses (c)

description of the research design, (d) population, (e) target

population, (f) sampling procedure, (g) sample, (h)

instrumentation, (i) data collection procedures, and (j) data

analysis.

3.1 Theoretical frame work:

3.1.1 Statistical model:

SBC=∝+β❑1 (BI)+β❑2 (PM)+β❑3(CS)

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3.1.2 Theoretical model:

Researchers study the four dependent & independent variables

i.e. Store brand choice, brand image, purchase motives & customer

satisfaction. Store brand choice is the dependent variable & the

remaining three brand image, purchase motives & customer

satisfaction are independent variables. Researchers checked the

impact & significant relationship between dependent & independent

variables.

Researchers said that store brand choice is the very

important link towards brand image, purchase motives and customer

satisfaction (Xiao, 2015). In this paper previous researchers

finding shows that brand image, purchase motives & customer

satisfaction have a direct and positive relationship towards

store brand choice.

3.2 Hypotheses:

Ha1 There is a significant relationship between brand image

and store brand choice.

H0 There is insignificant relationship between brand image

and store brand choice.

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Hb2 There is a significant relationship between purchase

motives and store brand choice.

H0 There is insignificant relationship between purchase

motives and store brand choice.

Hc3 There is a significant relationship between customer

satisfaction and store brand choice.

H0 There is insignificant relationship between customer

satisfaction and store brand choice.

3.3 Description of the Research Design:

The examiners were using quantitative method for the

analysis of data & their research design is correlation. The 4

type of different scales were used in this research paper. The

researchers took opinions from IQRA university students by eight,

five, nine & six items different scales for the purpose of

knowing the impact of personal involvement on store brand choice.

3.4 Target Population:

The target population was students (male & females) both

which are studying in iqra university north nazimabad campus

their ages in between 20-30 & most of them were un-married. A

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great majority of population was un-employed but some of them

were doing part time jobs.

3.5 Sampling Procedure:

Researchers used a non-probabilistic sampling called

convenience sampling. The sampling frame consisted of 50 students

were participating in which 30 (males) & 20 (females) all of whom

volunteered to complete the survey instrument. Questionnaires

were administered only at iqra university cafeteria, library and

class rooms. They are the real representatives of population

3.5.1 Participants:

The study is based on primary data. Data was collected from

50 students of Iqra University .Each individual approach when

he/she was fully free & their all senses worked in normal

condition. The researcher was present at the time of filling

questionnaire at each respondent in order to remove the problems

which the people may face.

3.6 Data Collection Instrument:

Standardized closed ended questionnaires were used as

instruments for data collection. Four types of scales were used

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for measuring the dependent & independent variables. Store brand

choice 8 item scales was adapted in order to measure A consumer's

tendency to buy spontaneously, unreflectively, immediately, and

kinetically. As a customer and user of various products and

services from different stores. The five point Likert scale was

adapted from (Y. Rama 2002). The ability to know the opinion

about the store and related thoughts, emotions, and decisions in

accordance with self-imposed standards were measured through Five

point Likert scale. Customer satisfaction 5 item scale was

developed by (Oliver 1980, Grace and O'Cass 2005). To know the

brand image and quality according customer loyalty and customer

equity. Brand image 9 item scale was developed by (Cho 2011).The

researchers developed a scale to measure consumers’ purchase

motives for luxury brands on the basis of several items of the

scales. Purchase motives 6 item scale was developed by (Liselot

Hudders 2011) to check the impact of purchase motives on store

brand image.

The questionnaire consists of five parts. First part of

questionnaire has containing the letter in which brief

information about research & give surety the personal information

36

of respondent is not use for any other purpose & also his/her

participation in this research will be confidential. The other

part contains the questions about all the dependent/independent

variables.

3.7 Statistical Analyses:

The data was collected through questionnaires which were

analyzed through the use of statistical software for social

sciences (SPSS) version 20. Cronbach’s alpha is used to check

reliability of the instruments & for checking hypothesis the

researchers used pearson correlation. In descriptive include

frequencies, percent & cumulative frequencies only for the

personal information.

37

Chapter 4

Data collection

4.1 Descriptive Profile of the data:

The analysis of the data is purely based on the feedback

from the participants that responded to the research instruments,

the analysis is in descriptive form with the help of graphs to

get the clearer picture. The questionnaire consisted of 28 items,

each and every item or questions was analyzed so that the reader

can get the better idea of the research and can replicate this

research in any manner useful to them. The data collected through

the survey is calculated as a whole taking every response in to

account, there were very simple questions mentioned in the

questionnaire for the ease of the respondents. The sample size

was only limited to 50 students from IQRA university because it

was convenient study.

38

4.2 Reliability:

4.2.1 Store brand choice:

Cronbach’s Alpha is used for the measurement of sale

reliability. Researchers were adapted the 8 item scale which is

developed by (Y. Rama 2002) Researchers can measure consumer's

tendency to buy spontaneously, unreflectively, immediately, and

kinetically. The overall reliability of the questionnaire used in

this research is 0.746 which is acceptable.

4.2.2 Customer satisfaction:

Researchers were using the 5 item scale which is developed

by (Oliver 1980, Grace and O'Cass 2005). This scale has an

ability to monitor opinion about the store and related thoughts,

emotions, and decisions in accordance with self-imposed standards

Reliability

Statistics

Cronbach's

Alpha

N of

Items

.746 8

39

were measured. The overall reliability of the questionnaire used

in this research is 0.802 which is acceptable.

4.2.3 Brand image:

Authors were using the 9 item scale which is developed by

(Cho 2011).This scale is usually used for the measuring to know

the brand image and quality according customer loyalty and

customer equity. The overall reliability of the questionnaire

used in this research is 0.764 which is acceptable.

Reliability Statistics

Cronbach'

s Alpha

N of Items

.764 9

Reliability

Statistics

Cronbach's

Alpha

N of

Items

.802 5

40

4.2.4 Purchase motives:

Authors adopted a scale to measure consumers’ purchase

motives for luxury brands on the basis of several items which is

developed by (Liselot Hudders 2011).The overall reliability of

the questionnaire used in this research is 0.838 which is

acceptable.

4.3 Descriptive Analysis:

Table: 1 The sample includes 60% male, & 40% female

respondents. 100% respondents belong to Karachi city & they are

students of IQRA University.

Personal informationGender Frequency Percent Valid

PercentCumulativePercent

ValidMale 30 60.0 60.4 60.0Female 20 40.0 40.6 100.0Total 50 100.0 100.0

Reliability

Statistics

Cronbach's

Alpha

N of

Items

.838 6

41

Table: 2 Age distribution of sample, frequencies and valid

percentages for all corresponding age groups are specified along

with cumulative percentages.

Age Frequency Percent ValidPercent

CumulativePercent

Valid

25 years or less 38 76.0 76.0 76.0

26 years to 30 12 24.0 24.0 100.0

Total 50 100.0 100.0

Majority of respondents belong to 25 years or less of age

(i.e. 76%). The second age group is that of 26 years to 30, which

comprises of 24% of whole sample our research focus is at the age

of 20 to 36 above but coincidently we can collect data only from

the age of 20-30 because at that time only this age students were

available in university.

Table: 3 Income distributions of sample, frequencies and

valid percentages for all corresponding income groups along with

cumulative percentages.

Personal informationOccupation Frequency Percent Valid

PercentCumulativePercent

Valid Student 44 88.0 88.0 88.0Professional

6 12.0 12.0 100.0

42

Total 50 100.0 100.0

Majority of respondents were students but 12% respondents

were also professional because they work part time in any

organization.

Table: 4 marital statuses of sample, frequencies and valid

percentages for all corresponding income groups along with

cumulative percentages.

Personal information Gender

Frequency Percent ValidPercent

CumulativePercent

ValidMarried 8 16.0 16.0 16.0Unmarried 42 84.0 84.0 100.0Total 50 100.0 100.0

Un-married respondents percentage is 84% & married

respondents were 16% because our major focus is students so, the

un-married respondents were greater than from married

respondents.

43

4.4 Hypotheses Testing:

4.4.1 Store brand choice and brand image:

Ha1 There is a significant positive relationship between

brand image and store brand choice.

Descriptive Statistics

Mean Std. Deviation N

Store brand choice 3.6900 .75519 50

Brand image 3.4000 .89077 50

Correlations

Store brand choice

Brand Image

Store brand choice

Pearson Correlation

1 .448**

44

Sig. (2-tailed)

.001

N 50 50

Brand image

Pearson Correlation

.448** 1

Sig. (2-tailed)

.001

N 50 50

**. Correlation is significant at the 0.05 level (2-tailed).

Interpretation:

In this correlation calculation, it is easily visible that

there is significant relation between Store brand choice and

Brand image. Therefore, Ha1 is accepted to be true from the

result obtain because the value of sig. (2-tailed) is less than

from alpha=0.05 & if the value of p< alpha then we accept the

alternate hypotheses.

4.4.2 Store brand choice and purchase motives:

Hb1= There is a significent positive relationship between

store brand choice and purchase motives.

Descriptive Statistics

Mean Std. Deviation N

45

Store brand choice 3.6900 .75519 50

Purchase motives 3.3978 .67235 50

Correlations

Store brand choice

Purchase motives

Store brand choice

Pearson Correlation

1 .407**

Sig. (2-tailed) .003

N 50 50

Purchase motives

Pearson Correlation

.407** 1

Sig. (2-tailed) .003

N 50 50

**. Correlation is significant at the 0.05 level (2-tailed).

Interpretation:

The correlation calculated shows the significant positive

relationship between store brand choice and purchase motives.

Therefore, our H0 is rejected and Hb1 is accepted from the result

obtain because the value of sig. (2-tailed) is less than from

46

alpha=0.05 & if the value of p< alpha then we accept the

alternative hypotheses.

4.4.3 Store brand choice and customer satisfaction:

Hc1= There is a significent positive relationship between

store brand choice and customer satisfaction.

Descriptive Statistics

Mean Std. Deviation N

Store brand choice 3.6900 .75519 50

Customer satisfaction 3.4867 .87859 50

Correlations

Impulse buying

Celebrity credibility

Store brand choice

Pearson Correlation

1 .557

Sig. (2-tailed) .000

N 50 50

Customer satisfaction

Pearson Correlation

.557 1

Sig. (2-tailed) .000

47

N 50 50

Interpretation:

The correlation calculated shows the significant positive

relationship between store brand choice and customer

satisfaction. Therefore, our Hc1 is accepted from the result

obtain because the value of sig. (2-tailed) is lesser than from

alpha=0.05 & if the value of p< alpha then we accept the

alternate hypotheses.

4.5 Summary of finding:

The results what authors got from this study are conducted

from the questionnaire data collection technique and by using 4

different authors’ scales. Researchers were tested the

reliability of all the scales store brand choice & brand image

scale reliability is acceptable and similarly store brand choice

& purchase motives or store brand choice & customer satisfaction

scales reliability also acceptable. In this research independent

variable which is personal involvement like brand image, purchase

motive, & customer satisfaction according to our data,

questionnaire and research shows and significant relationship

between store brand choice. Researchers took data from 50

48

respondents in which 38 (males), 12 (females) & one don’t show

their gender most of them were un-married & their ages in between

20-30 year.

49

Chapter 5

Conclusion

The purpose of this study is to know the significant

positive relationship between personal involvement which includes

brand image, purchase motives & customer satisfaction on store

brand choice. Researchers collect data from 50 students through

questionnaire. The sampling approach which is used in this study

is non-probabilistic which convenient sampling & the study is

quantitative based. After getting results authors conclude that

the significant relationship between the personal involvements on

store brand choice.

5.1 Discussion:

This paper findings is similar to the past researchers

findings Brand image and advertising have strong positive

influence and significant relationship with Consumer buying

behavior (Malik et al.,2011),Endorser credibility has an indirect

50

impact on brand equity when this relationship is mediated by

brand credibility (Spry et al.,2011)& we also find the celebrity

credibility have a significant relationship from impulse buying.

Researchers said that differences in purchase decision making

based on levels of CSSC, and we again distinguish CSSC from

general self-control. (Haws et al, 2012).our third hypotheses

result is also similar to the (bloemer and ruyter 1998) results

i.e. significant relationship between customer satisfaction from

store brand choice.

5.2 Policy implication:

Personal involvements like brand image, purchase motives, &

customer satisfaction have a significant relationship from store

brand choice so; if the companies/professionals want to increase

their sales then they must focus on personal involvement of the

customer what thing they want or which type of product they want.

5.3 Limitations:

Researchers took data only from the IQRA university students

so, this research is not acceptable for other scenarios & also it

is only the views of students in this professionals & other

population is not included. Researchers use convenient sampling

51

approach & in convenience sampling results were not more accurate

as compared to probabilistic sampling & also the shortage of time

is a big limitation which we face in this research.

5.4 Recommendations:

Researchers took data only from students so, my

recommendation is to collect data from malls, retailers, super

markets & also from professionals. During research authors feel a

store environment& impulse buying both are a very huge impact on

store brand choice so, next researcher can work on these two

strong variables.

52

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Appendix

Scales:

Store brand choice: 8 items scale developed by Y. Rama

(2002).

Brand image: 9 item scales was developed by Cho (2011)

Purchase motives: 6 item scales was developed by Liselot

Hudders (2011)

58

Customer satisfaction: 5 item scale was developed by Oliver

(1980), Grace and O'Cass (2005).

(Y. Rama (2002) 8 items scale):

A consumer's tendency to buy spontaneously, unreflectively,

immediately, and kinetically. As a customer and user of various

products and services from different stores.

1) I do shopping to keep up with trends

2) I do shopping to see what new products are available

3) I like to try new outlets.

4) I am aware of fashion trends and want to be the first

to try them.

5) I like to have a lot of variety of brands.

6) I go shopping to have a look at products being

considered for purchase.

7) A well-known brand means good quality.

8) I try to stick to certain brands and stores.

Notes: Item 8 requires reverse scoring. Items scored on 5-

point Likett-type scales from strongly disagree to strongly agree

Cho (2011) 9 item scales:

59

To know the brand image and quality according customer

loyalty and customer equity.

1) I am passionate about this brand.

2) This brand is totally awesome.

3) I approve of this brand‘s performance.

4) I can‘t find such good quality in any other brand.

5) I sometimes get upset with this brand.

6) I look for alternatives to this brand.

7) I would be disappointed if this brand was no longer

available.

8) Sometimes I feel a certain level of anxiety using this

brand.

9) This brand really excites me.

Liselot Hudders (2011) 6 items scale:

To check the impact of purchase motives on store brand

image.

1) I will purchase this luxury brand because only few

other people own this brand.

2) I will purchase this luxury brand because it is

extraordinary.

60

3) I will purchase this luxury brand because it is a

status symbol.

4) I will purchase this luxury brand because others have a

positive attitude towards it.

5) I will purchase this luxury brand because of its

excellent quality.

6) I will purchase this luxury brand because it fits my

self-image.

Oliver (1980), Grace and O'Cass (2005) 5 item scale:

The ability to know the opinion about the store and related

thoughts, emotions, and decisions in accordance with self-imposed

standards.

1) I think that I did the right thing when I used this

brand.

2) I believe that using this brand is usually a very

satisfying experience.

3) I am very satisfied with my decision to use this brand.

4) My choice to use this brand has been a wise one.

5) This brand does a good job of satisfying my needs.

61