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Branding. This dissertation aims to link the brand literature with the three search, experience and credence attributes and empirically analyze their impact on consumers perception of product quality.

Extracts from this document...

Introduction

Table of Contents CHAPTER 1: INTRODUCTION 3 SYNOPSIS OF THE DISSERTATION 3 INTRODUCTION 4 INTRODUCTION TO THE RESEARCH QUESTION 4 LIMITATIONS SURROUNDING THE RESEARCH TOPIC 5 IMPORTANCE OF THE PROBLEM 6 IMPORTANCE OF THE WORK OF SRINIVASAN & TILL (2002) 7 AIMS AND OBJECTIVES OF THE RESEARCH 8 REASONS FOR CHOOSING P&G BRANDS 10 CONCLUSION 11 CHAPTER 2: LITERATURE ANALYSIS 12 INTRODUCTION 12 BRAND LITERATURE 12 Brand 12 Brand Equity 13 Consumer buying process 14 Brand Knowledge 16 Brand Differentiation 17 DISCUSSION 18 CONCLUSION 22 CHAPTER 3: RESEARCH METHODOLOGY 24 INTRODUCTION 24 THEORETICAL FRAMEWORK 24 DEDUCTIVE & INDUCTIVE APPROACH: 25 QUALITATIVE & QUANTITATIVE 27 SAMPLING 29 QUESTIONNAIRE (APPENDIX 1.1) 30 Design 30 General Question 30 Product Related Questions 30 Pre & Post Trial Attribute performance questions: 30 Limitations 31 DATA COLLECTION 31 PROFILE OF RESPONDENTS: 32 LIMITATIONS OF THE METHODOLOGY 33 CONCLUSION 34 CHAPTER 4: FINDINGS & ANALYSIS 35 INTRODUCTION 35 MEASURES 35 DATA ANALYSIS: TECHNIQUES IMPLIED 37 FINDINGS 38 DISCUSSION 42 MANAGERIAL IMPLICATIONS 43 CONCLUSIONS 45 FUTURE RESEARCH 46 REFERENCES 47 APPENDICES 59 Abstract Purpose: This dissertation aims to link the brand literature with the three 'search, experience and credence' attributes and empirically analyze their impact on consumers' perception of product quality. Design Methodology: To accomplish this, brand equity, brand awareness and brand differentiation are analyzed in the light of solid literature. The research is conducted using the products used in almost daily use manufactured by P&G. A survey of almost 100 consumers' between ages 18-25 was conducted and the results were analyzed and measured accordingly. Limitations: The study makes use of only three products belonging to various categories. The research is conducted in the university and student accommodations. The study should not be generalized for all the products and the results should be further tested in varying surroundings. Findings: The survey conducted for this research depicted strong relation between the search, credence and experience attributes with brand equity, awareness and differentiation. ...read more.

Middle

However, in the end, conclusions about the used research methodology are made. Theoretical framework The theory evaluation criteria proposed by Zaltman et al (1973) well known as 'meta-theoretical criteria' has been used a lot in marketing researches. Using this research develops a theory of brand perception and quality association, including new factors affecting consumers' perception about product quality. As stated by Knight (1999) interpretation of data obtained from individuals helps to develop better understanding of the problem. Since people involved in this research are students between ages 18- 25 interpretation is a key aspect. As supported by Kim (1990) interpretation is something which links meaning and data together, thus helping formulate some sense. However, the opinions are built using available information and in order to scrutinize and analyze the trends in more detail, qualitative research methodologies are adopted frequently (Simon & Sullivan, 1993). However, Punch (2003) and Saunders et al (2000) argue that this is more used in the business researches because they are unpredictable, hard and complex which require in-depth analysis. Basing our argument on this, we can see that the consumers' perception about products would be different in Sheffield rather than people in London. The living standards, geographical differences, demographic differences all account for this contrast. However, this research is more related to the attributes associated with brand, brand equity and brand knowledge previously stated as experience, search and credence attribute. Using the Zaltmans et al (1973) concepts However, only the consumers' attitude towards the products is analyzed. Deductive & Inductive approach: Inductive approach is based on developing better understanding of the subject area and then working on the problem (Wikipedia, 2007). It utilises few identified facts to reach a conclusion. As supported by geocities (2007), careful observations and conduct experiments before arriving at conclusion. However, deductive approach is more systematic and follows logical pathway with planned steps to arrive at the conclusion. ...read more.

Conclusion

Survey Research Practice, London, Heinemann, 301.072HO A good, readable analysis of major problems and difficulties, but make sure you are clear what you want to ask about and why before consulting this. * Hooley, G.I., Greenley, G.E., Cadogan, J.W. and Fahy, J. (2005), "The performance impact of marketing resources", Journal of Business Research, Vol. 58 No. 1, pp. 18-27. * Hoyer, W.D. (1990), "The effects of brand awareness on choice for a common, repeat-purchase product", Journal of Consumer Research, Vol. 17 No. 2, pp. 141-8. * Hunt, S.D. (1997), "Competing through relationships: grounding relationships marketing in resource-advantage theory", Journal of Marketing Management, No. 13,pp. 431-45. * Hutchinson, W.J. (1983), "On the locus of range effects in judgment and choice", Advances in Consumer Research, Vol. 10, pp. 305-8 * Jacoby, J., Olson, J.C. and Haddock, R.A. (1971), "Price, brand name and product composition characteristics as determinants of perceived quality", Journal of Applied Psychology, Vol. 55 No. 6, pp. 570-9. * James Neill, (2007), http://wilderdom.com/research/QualitativeVersusQuantitativeResearch.html#MainPoints, Accessed, 21 July, 2007, 5:11 pm. * Johnson B. (1996), "New No.1 Packard Bell NEC faces trio of PC challenges", Advertising Age, 10 June, p. 44. * Keller, K.L. (1998), Strategic Brand Management, Prentice-Hall, Upper Saddle River, NJ. * Keller, K. (1993), "Conceptualizing, measuring, and managing customer-based brand equity", Journal of Marketing, Vol. 57 No. 1, pp. 1-22. * Keller, K.L. and Aaker, D.A. (1992), "The effects of sequential introductions of brand extensions", Journal of Marketing Research, Vol. 29, February, pp. 35-50. * Kim, P. (1990), "A perspective on brands", The Journal of Consumer Marketing, Vol. 7 No. 4, pp. 63-7. * King, S. (1991), "Brand-building in the 1990s", Journal of Consumer Marketing, Vol. 8 No. 4, pp. 43-52 * Kinnear, T.C. and Taylor, J.R. (1996), Marketing Research: An Applied Approach, 5th ed., McGraw-Hill, New York, NY. * Kirk, J. and Miller, M.L. (1986), Reliability and Validity in Qualitative Research, Sage Publications, Newbury Park, CA. * Klebba, Joanne M. (1999), "Structured Case Analysis: Maximize Experiential Learning in the Introductory MBA Marketing Course," Proceedings of the Society for Marketing Advances, 141-146. * Knight, G.A. ...read more.

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