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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
29
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.
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