Shehzad_Junaid_Effect of Brand Image on Consumer Buying_Final Project_Junaid_4813_JulY2012

Effect of Brand Image on consumer buying behavior: A Case Study of Shangrila Private Limited in Tomato Ketchup Category

Khadim Ali Shah Bukhari Institute of TechnologyA Project onEffect of Brand Image on Consumer Buying Behavior:A Case Study of Shangrila Private Limited, In Tomato Ketchup Category

Submitted to: Faculty of Management SciencesIn Partial fulfillment of the requirements for the degree ofMASTER OF BUSINESS ADMINISTRATION (M.B.A)

Under the Supervision of:Miss. Ayesha ShaikhSubmitted By:Junaid ShehzadStudent ID: 4813Majors: Marketing Year - 2012

CERTIFICATE

I am pleased to certify that Mr. Junaid Shehzad S/o Muhammad Hanif has satisfactorily carried out a research work, under my supervision on the topic of Effect of Brand Image on Consumer Buying Behavior : A case study of Shangrila Private Limited, in Tomato Ketchup Category.

I further certify that his distinctive original research and his thesis is worthy of presentation to the Department of Marketing, Faculty of Management Sciences, Khadim Ali Shah Bukhari Institute of Technology (KASBIT) for the degree of MBA majors in Marketing.

Ms. Ayesha Shaikh Lecturer

Table of Contents

List of Table... 5List of Figures ... 6Dedication... 7Acknowledgements.... 8Abstract ........ 9Chapter 1 Introduction... 101.1. Background .. 111.2. Statement of the problem ...............................................................................111.3. Research objective ....... 121.4. Research Model..... 151.5. Research significance ...... 17Chapter 2 Literature Review .. 182.1: Brand Image.............................................................................................. 192.2: Brand Attitude.... 202.3: Purchase Intention....... 222.4: EKB Model .. 242.5: Customer Loyalty . 25

Chapter 3 Research Methodology 273.1: Research design 283.2: Sampling ... 293.3: Data collection instruments .... 293.4: Research scope and limitations .... 29

Chapter 4 Data Analysis, Results/Findings & Discussions 304.1. Analysis of sample characteristics & demographics . 304.2. Different test .. 36

Chapter 5 Conclusions .. 47

Chapter 6 Recommendations 53

Appendix / Annexes ....56

Bibliography ...58

LIST OF TABLES

Table 1: - Reliability StatisticsTable 2: Z Test for Brand Image and Consumer Buying Behavior Table 3: Z Test for Product Quality Table 4 : Z Test for Product KnowledgeTable 5: Z Test for Loyalty Intention

LIST OF FIGURES

Figure 1: Gender Demographics Figure 2: Demographics Gender Age ScaleFigure 3: Demographics Consumption Segmentation Figure 4: Shangrila Brand Choice, Market Share Figure 5: Shangrila Brand Choice, Market Share with Gender Figure 6: Importance of Brand ImageFigure 7: Importance of Low Quality Brand ImageFigure 8: Importance of Product Knowledge

DEDICATION

My Beloved Family&Especially to My Lovely Mother (Late)

ACKNOWLEDGEMENTS

The Words are short to thanks & acknowledge many important peoples whose shore up was precious throughout the project process.

First, I would like to thank my project supervisor Ms. Ayesha Shaikh, for her guidance, wisdom, and assistance in all phases of the project. The support and cooperation of the staff of M.B.A Program in Khadim Ali Shah Bukhari Institute of Technology (KASBIT) absolutely has done their great jobs, in my view, which smooth my learning process. They were also always helpful and guided me through every stage of the project requirement formalities that had to fulfill. Also thanks to my university friends, group members who supported me to achieve all goals of MBA degree.

In the end, I would like to thanks to My Family members specially pray for my Mother May Allah TabarakWatallah give her place in his paradise, My Mother always encouraged me to go forward and accomplished this task successfully, which will fulfill my carrier path.

My all-family members blessings have always led to me to the path of success and achievement. They were always stand for me in order to encourage me in all my work and same as my Teacher (Ms. Ayesha Sheikh)

ABSTRACT

The purpose of this study is to explore the effect of Brand Image on Consumer Buying Behavior, which caused to purchase by the consumers. Is brand image can change the consumer choice, switch to others brand on Brand perception, or image? In addition, identify that the brand image really plays a role to attract the suspect and prospect customers. Is consumer likely to buy branded products considering the brand image either it is more expensive, or opposite it most of the cases consumers switch to others brand due to increasing the prices impact or out of budgeting. Does the Brand Image really give a competitive advantage to an industry by making standout from its competitors? Does it be use as marketing tool for promotion/attraction? This major factor will identify in this case study.The study will examine the case of Brand Image of Shangrila Private Limited, discuss the process it followed and discover features and benefits of this approach.

CHAPTER 1 INTRODUCTION

The boundless opportunity in the worldwide market throughout the competitive advantages services, Products quality, and satisfaction of the customers. The firms sustain their loyal customers and overcome the challenge for the continued existence and growth. This growth becomes the industrial growth which is reflects to the national growth. The dependency of the successful business is totally on their loyal customer satisfaction in terms of fulfillment of their desire need and demands. Todays majors firms are frequently focusing on the understanding the customers and consumers desire needs and trying to fetch prospect customers.

One of the highest contributed industries in an economy is FMCG industry. This industrial sector is playing a major role in todays business environment and the economy because this is concern about every individual citizens daily consumption goods for middle, middle upper class, of the country. The FMCG industry meant for daily consumption of goods. Its producing the ready meals or others products to use faster like you can easily have meal in breakfast, lunch, dinner, or refreshment i.e. Burger, Bath Soap, Shampoo, Tooth Paste, Juices, Drinks, Sauces, Seasonings, Pickles, and Tomato Ketchup. Here all above products on going products and firms are enjoying their highest volumes of business in the Pakistan. One of the Leading brand Shangrila surviving since last two decades and dealing in Foodstuff category of FMCG Industry.

1.1 BACKGROUND

The FMCG stand for Fast Moving Consumer Goods and its contained numerous sectors like Food Stuff, Ready Meal (Fast Foods), Bakers, Confectionary, General items, soft drinks, etc. currently the competition in multinational and national firms in Pakistan are involves to provide their better services and products and continues service improvement to their customers desired needs and wants. The Brand Image has found in the literature to be a competitive tool for many companies and their perception and brand image. Shangrila brands deal in the foodstuff for cooking and snacks refreshment juices. The product category in contained on Sauces, Seasons, Pickles, Ketchup, and Juices and its variant is Sauces deal in Soy Sauce, Chilli Sauce, Garlic Chilli Sauce, and Seasoning deal in Bar B.Q Sauce, Vinegar, Imli Ginger Sauce. Third one Ketchup and Pickles has a vast range in their SKUs, Juices produce in Mango, Guava, Orange, Peach, and Apple flavors. The price offering of each product almost similar or litter mid differ with their competitors. The target market of Shangrila is households and women are under 18-30 ages, Juices category targeting to the teenagers, health conscious peoples, and under 16 to 25 ages.1.2 PROBLEM STATEMENT

The problem statement formulated for the research is,To determine whether the brand image of product has an impact on the consumer decision making and buying behavior.

1.3 RESEARCH OBJECTIVES

The researchs primary aim is to establish how Brand Image Effect to the Consumer Buying Behavior Patterns in the FMCG sector. The specific research objectives are: Determine the relationship between strong brand image & the effect on consumer purchase intention & behavior. Determine the relationship between the product quality & effect on consumer buying behavior. Determine the relationship between the high product knowledge decreases the effect of brand image. Determine the positive relationship between satisfaction and loyalty intention. To investigate which research paradigms, research methodologies and data collection methods and methods of analysis would be most appropriate to research the problem in question. This objective implies that the appropriate overall research design for the study must be determined. To construct (design) a research instrument that will canvass the opinions of stakeholders of the perceived brand image of the Shangrila, as shaped by brand identity. This objective requires an in-depth analysis of secondary sources dealing with brand identity, brand image and related concepts. To source primary data to gauge the opinions of stakeholders perceived Shangrila Brand Image. To analyze the data and report on possible disparities (Gaps) between the expectations linked to the Shangrila brand image and the actual experience of this brand. To make recommendations regarding which dimensions, if any, of the Shangrila Brand identity need to addressed to enhance the image of the institution.

Brand image is the current view of the customers about a brand. It can define as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers perception about the product. It is the manner in which a specific brand positioning in the market. Brand Image conveys emotional value and not just a mental Image. Brand Image is nothing but an organizations character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organizations mission and vision to all. The main elements of positive brand image are unique logo reflecting organizations image, slogan-describing organizations business in brief and brand identifier supporting the key values.Brand image is the overall impression in consumers mind that formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. An image is formed about the brand based on subjective perceptions of associations bundle that the consumers have about the brand Volvo is associated with safety. Toyota is associated with reliability.The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand Images should be positive, unique and instant. Brand Images can be strengthened using brand communications like advertising, packaging, word of mouth publicity, other promotional tools, etc.

Brand Image develops and conveys the products character in a unique manner different from its competitors image. The brand image consists of various associations in consumers mind attributes, benefits and attributes. Brand Attributes are the functional and mental connections with the brand that the customers have. They can be specific or conceptual benefits are the rationale for the purchase decision. There are three types of benefits: Functional benefits what do you do better (than others) do, emotional benefits - how do you make me feel better (than others), and rational benefits/support - why do I believe you (more than others). Brand attributes are consumers overall assessment of a brand.Brand Image has not to be created, but is automatically formed. The brand image includes products' appeal, ease of use, functionality, fame, and overall value. Brand image is actually brand content. When the consumers purchase the product, they are also purchasing its image. Brand image is the objective and mental feedback of the consumers when they purchase a product. Positive brand image is exceeding the customers expectations. Positive brand image enhances the goodwill and brand value of an organization. To sum up, Brand image is the customers net extract from the brand.

1.4 RESEARCH MODEL

To achieve the research objectives, the following research model have been developed:Independent VariablesBrand Image ReputationRelevancePerformanceProduct Knowledge Promotions Price discount Dependent VariablesConsumer LoyaltyConsumer Buying Behavior

The following hypotheses have developed to test the relationships between the dependent and independent variables:H1: There is a relationship between positive Brand Image and consistent consumer Buying Behavior.H2: Different brand images lead to differ product quality things.H3: High product knowledge decreases the effect of brand images.H4: There is a positive relationship between satisfaction and loyalty Intention

FIGURE: 1. CONCEPTUALIZATION OF THE RESEARCH MODEL

1.5 RESEARCH SIGNIFICANCE

As recent era of business in FMCG industry is the one of the dominant industry for the last decades comparing others industry in the worlds although the similarly this industry has a competition in the nationwide. This competitive environment caused brand consciousness among subscribers and potential buyers. Researches show that numerous factors impart in creating the awareness. Purchase intention, Product knowledge, Satisfaction, loyalty, and senses of belongingness towards brands of any kind but sometimes customers themselves are unaware of the reasons for the brand preferences. In the contemporary environment, the only constant is change. Therefore, businesses have to develop different strategies in order to survive in long run. One of the best strategies is about creating the best brand image in considering the consumers mind that ensure a long-term growth of business. Currently the organizations are striving to retaining their customers and constantly finding the caused ways to enter the customer mind and their black box, which is influence to move the brand choice to reduce the turnover rate. This is research helps to identity the factors, which is influence to buy their branded products. Shangrila private limited will gain this research objective and will found the causes. Since satisfied customer is the core concern of any organization, therefore they pay close attention toward the factors that influence a customers decision towards brand. The main purpose of this research study is to investigate the key variables that are having strong influence on customer satisfaction in foodstuff manufacturer sector and influence purchasing decision of customers. Although the result will be beneficial for the organization to make an action plan throughout the competitive strategy for the competitor in terms of knowledge how brand becomes more attractive.

CHAPTER 2 - LITERATURE REVIEW

According to Hsieh, Pan, and Setiono (2004), "a successful brand image enables consumers to identify the needs that the brand satisfies and to differentiate the brand from its competitors, and consequently increases the likelihood that consumers will purchase the brand" (p. 252). A company or its product services, which constantly holds a favorable image by the public, would definitely gain a better position in the market, sustainable competitive advantage, and increase market share or performance (Park, Jaworski, & MacInnis, 1986). In addition, several empirical findings have confirmed that a favorable image (i.e. brand, store/retail) will lead to loyalty (e.g. Koo, 2003; Kandampully & Suhartanto, 2000; Nguyen & LeBlanc, 1998), brand equity (Faircloth, Capella, & Alford, 2001; Biel, 1992; Aaker, 1991; Keller, 1993), purchase behavior (Hsieh et al., 2004) and brand performance (Roth, 1995).Reynolds (1965) noted that "an image is the mental construct developed by the consumer on the basis of a few selected impressions among the flood of the total impressions; it comes into being through a creative process in which these selected impressions are elaborated, embellished, and ordered" (p. 69). Kotler (2001) defined image as "the set of beliefs, ideas, and impression that a person holds regarding an object" (p. 273). On the other hand, Keller (1993) considered brand image as "a set of perceptions about a brand as reflected by brand associations in consumer's memory" (p. 3) A Similar definition to Keller's was proposed by Aaker (1991), whereby brand image is referred to as "a set of associations, usually organized in some meaningful way" (p. 109). Biel (1992) however defined brand image as "a cluster of attributes and associations that consumers connect to the brand name" (p. 8).

2.1 : Brand ImageBrand image has conceptualized and operationalized in several ways (Reynolds & Gutman, 1984; Faircloth et al., 2001). It has been measured based on attributes (i.e. Koo, 2003; Kandampully & Suhartanto, 2000); brand benefits values (i.e. Hsieh et al., 2004; Roth, 1995; Bhat & Reddy, 1998); or using Malhotra's (1981) brand image scale (i.e. Faircloth et al., 2001). Measuring image based on the above definition would help marketers to identify the strengths and weaknesses of their brand as well as consumers' perceptions toward their product or services.Zooming into Keller's (1993) conceptualization of brand image, it considered a perception about a brand as reflected by the brand associations held in consumers' memory. He suggested, "brand associations comprise of brand attributes, brand benefits, and overall brand attitudes. To Keller (1993), attributes are "descriptive features that characterized a product or service what a consumer thought the product or service is or has and what is involved with its purchase or consumption". Attributes can classified into product-related attributes and non product-related attributes (i.e. price, packaging or product appearance information, user and usage imagery). Product-related attributes refer to the ingredients necessary for performing the product or service function sought by consumers while non product-related attributes refer to the external aspects of the product or services that relate to its purchase or consumption. As for benefits, these is considered "the personal value consumers attach to the product or service attributes that is, what consumers think the product or service can do for them" (p. 4).

Keller (1993) described that this image benefits can be classified into functional, experiential and symbolic benefits, which was originally derived from the work of Park et al. (1986). Here, the functional benefits are related to the intrinsic advantages of product or services consumption and usually correspond to the product related attributes. For example, experiential benefits refer to "what it felt like to use the product or services and usually correspond to the product related attributes", while symbolic benefits were associated with the underlying needs for social approval or personal expression and outer-directed self-esteem and corresponded to non-product related attributes.2.2 Brand Attitude For brand attitude, Keller (1993) referred to Wilkie's (1986) definition of brands Attitudes which was "consumers' overall evaluations of a brand" (p. 4).Overall, image can generate value in terms of helping customer to process Information, differentiating the brand, generating reasons to buy, gives positive feelings, and providing a basis for extensions (Aaker, 1991). Creating and maintaining image of the brand is an important part of a firm's marketing Program (Roth, 1995) and branding strategy (Keller, 1993; Aaker, 1991). Therefore, it is very important to understand the development of image formation and its consequences such as satisfaction and loyalty.The focus of my dissertation is on the appearance of image effects in the domain of consumer psychology. But just as stereotypes prevail in a variety of social situations, so do image effects occur in different persuasive contexts: not only at consuming goods, but also in times of elections, when the products of political parties are rated by voters (Keller, 2007), or when charitable donations are given to humanitarian, nongovernmental organizations (Morf, 2006).

Based on the views of Kapferer (2004:98), brand identity precedes brand image. The influence of the independent variables on brand identity and its shaping of brand image, which is the modified conceptual model supporting this research.Brand image represents an important aspect of marketing activities; branding and market offering with varied definition and approaches to its conceptualization (Burleigh and Sidney, 1955; Dobni and Zinkhan, 1990; Martinez and Pina, 2003). A widely accepted view is that brand image represents customers perceptions of a brand as reflected by the brand associations held in consumer memory (Herzog, 1963; Keller, 1993a, b). Keller (1993a, b) argued that these associations could originate from Customers direct experience or from information obtained on a market offering or due to the impact a pre-existing association with an organization had on consumer. Brand image is, therefore, the mental picture or perception of a brand or a branded product or service and includes symbolic meanings that consumers associate with the specific attributes of a product or service (Dobni and Zinkhan, 1990; Padgett and Allen, 1997; Aperia and Back, 2004).Brand image represents the reasoned or emotional perceptions consumers attach to specific brands (Low and Lamb, 2000, p. 352) a set of beliefs held by customers about a particular brand, based upon some intrinsic and extrinsic attributes of a market offering resulting to perceived quality, and customer satisfaction (Aaker, 1994; Garcia Rodriguez and Bergantinos, 2001). Where perceived quality refers to the customers Perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives (Zeithaml, 1988; Aaker, 1991; Keller and Davey, 2001).

How much is a brand worth? How does a brand represent the product? Kotler (2000) contends that brand is a name, term, symbol, design or all the above, and is used to distinguish ones products and services from competitors. For example, Nike adopts a check mark as its brand image, which creates a positive effect indicating approval. Keller (1993) defines a brand image as an association or perception consumers make based on their memory toward a product. Thus, brand image does not exist in the technology, features or the actual product itself, but is something brought out by promotions, advertisements, or users.Through brand image, consumers are able to recognize a product, evaluate the quality, lower purchase risks, and obtain certain experience and satisfaction out of product differentiation. When it comes to experiential product evaluation, a positive brand image may make up for an inferior image of the origin country and raise the possibility of the product being selected (Thakor and Katsanis, 1997). According to Grewal, Krishnan, Baker, and Borin (1998), the better a brand image is, the moreRecognition consumers give to its product quality. 2.3 Purchase Intention Consumers are usually limited in regards to the amount of time and product knowledge to make an informed purchase decision when facing similar products to choose from as a result, brand image is often used as an extrinsic cue to make a purchase decision (Richardson, Dick and Jain, 1994). Akaah and Korgaonkar (1988) conclude that consumers are more likely to purchase well-known brand products with positive brand image as a way to lower purchase risks. Rao and Monroe (1988) also support this argument. A brand with a more positive image does have the effect of lowering consumer products perception risks and increasing positive feedback from the consumers. Therefore, consumers generally believe they can make a satisfying purchase by choosing well-known brands and lower any purchase risks by doing so.To counter fierce competition, businesses often use promotions to stimulate purchase intention and increase sales. Kotler (2000) considers that promotion is a combination of various incentives to stimulate consumers or retailers to stir up immediate purchasing reaction toward a product or service within a short time period. McCarthy and Perreault (1984) think promotion is different from advertisement or public report and eventually can stir up interest or intention among (potential) buyers to make a purchase. Thus, promotion aims to create product exposure, stimulate desires, maintain consumer loyalty and raise sales volume (Pride and Ferrell, 2000).Consumers respond to the incentive of saving when they see products are being sale at a lower price, and increase their purchase intention. Since consumers usually make an immediate purchase, when being reduced by economic incentives, the greater the promotion is, the more response it generates. Dodson, Tybout, and Sternthal (1978) have proven that when facing various brand products with similar functions and qualities, promotional items usually end up selling better and even attract loyal consumers of other brands. This indicates promotion has great incentive values. When consumers are presenting with great incentives, they are likely to choose promotional items.Price discount may attract consumers to try out different brands; however, after the promotion is over price discount may also lower the purchase intention because of associating price discount with lower quality. To sum up, price discounts may attract consumers with economic incentives, but may expose them to inferior products with lower quality, which in the end will write off the benefit of the sales increase (Raghubir and Corfman, 1999).

Prior to purchasing, consumers begin by collecting product information based on personal experience and external environment. When the amount of information reaches a certain level, consumers start the assessment and evaluation process, and make a purchase decision after comparison and judgment.Therefore, purchase intention is often use to analyze consumer behavior in related studies. Purchase intention means a subjective inclination consumers have towards a certain product, and has been prove a key factor to predict consumer behavior (Fishbein and Ajzen, 1975).2.4 EKB Model The EKB model, developed by Engel, Kollat and Blackwell (1984), is a process used to evaluate consumers decision making. The model stresses that consumer behavior is a continuing process, including recognition of a problem, information gathering, solution evaluation, and decision making. The process is also affected by both internal and external factors like information input, information process, general motives, environment, etc. Among these factors, information gathering and environmental stimulation are two crucial influential factors in the final decision making.According to Kotler (2000), consumer behavior occurs when consumers are stimulating by external factors and come to a purchase decision based on their personal Characteristics and decision making process. These factors include choosing a product, brand, a retailer, timing, and quantity. This means consumers purchasing behavior affected by their choice of product and brand. Thus, we can examine the following factors that may affect purchase intention: 1. Price discount (Alford and Biswas, 2002). 2. Consumers increase of product familiarity (Johnson and Russo, 1984). 3. Product characteristics are relates to product knowledge (Sultan, 1999).

2.5 Customer Loyalty Richard Oliver (1977) defines loyalty as: it is a strong commitment to superior services or goods repurchase in future to acquire the same brand despite of marketing efforts by potential rivals and their impacts (Hamidizadeh and Ghamkhary, 2009).This definition may be limited. In fact, customers commitment is the outcome of an organization, which creates advantages for customers so that they keep on increasing their purchase from the same organization. Real customers commitment is established when he/she is motivate to purchase without any encouragement. This relationship established if parties feel that there are special advantages for them and they can attract each other like two poles. Loyal customer does not only focus on prices but also he/she acts like a fan of organization and, as a result, helps to attract new customers (Zare, 2008). Likewise, the cost to acquire a new customer is 15 times of retaining an existing customer (Fahimi, 2006) and by 5% increases in customers loyalty; the profit increases 25 85 percent (Hamidizadeh and Ghamkhary, 2009).To acquire customers loyalty, one should initially have an image of the customer. At the outset, the organization has one customer and protects him/her by respect and mediation. Then, it uses any relation as an opportunity to establish loyalty. With regard to customers loyalty, the goal is to enhance the relationship between customer and organization in the condition of passing different steps of managing the relations with customer. Hence, customers satisfaction grows and the value of relations will increase among parties. This is the same thing, which leads customer to loyalty enhancement. If organization continues to meet customers needs and to provide its services in a manner which motivates permanent demand, then a bilateral value will be established and the final target namely customers dependency or strategic management of relations with customer will be achievable (Colwell et al, 2009). Findings of Sirdeshmukh et al (2002) indicate that customers value is a key affecting factor on customers loyalty in airlines. They support Holbrook (1994) who said customers value is a fundamental base for marketing activities. Churchill (1997) states that brand loyalty are customers preference to buy a certain brand. Jaccobi et al (1974) state that brand loyalty differ from brand habit or view though these can determine brand loyalty in next steps. Kim et al (2008) findings on affecting factors on customers view in hospitals indicate that such factors as customer satisfaction, communicational commitments and confidence have a remarkable impact on brand loyalty and awareness and a positive impact on customers view to hospital. Figure 2 outlines conceptual model and hypotheses of present study. Customers conception Brand image is established when consumers develop ideas, feelings and expectations towards certain brands as they learn, memorize and become accustomed to them (Keller, 1993). When consumers are considering purchasing a product, their purchase intention will be determined based on the perception of its value given by its brand. When consumers have a higher opinion on the quality of a certain brand product, they are likely to have higher perception of value (Monroe, 1990). additionally, when consumers benefit more from purchasing the brand product than the price paid, they are more likely to make the purchase (Dickson and Sawyer, 1990). Aaker and Kellers (1990) research discovers that a brand with positive image improves consumer loyalty and trust and strengthens consumers purchase intention. Brand image no doubt remains an important cue during the process of consumers purchase decision making.

CHAPTER 3 - RESEARCH METHODOLOGY

The nature of the research is descriptive since the objective of conducting the research project is to determine what impact do each of the determinants of brand loyalty identified in the theoretical framework have on Brand Loyalty, and consequently on the Consumer Purchase Behavior in the FMCG sector. Since the nature of research is descriptive, they survey method will be employed for data collection. Specifically, survey based questionnaires will be used as the primary tool for data collection. The data gathered will be both quantitative and qualitative in nature. The questionnaire will predominantly consist of closed ended questions to save the time of respondents and ensure a high response rate.The central objective of survey design is to search for relationships between variables. It usually depends upon the use of a well-constructed questionnaire, which is used to collect data from the relevant unit of analysis under study, usually, an individual. Thus this research can depict the relationship(s) of certain variables of Service Quality, Customer Satisfaction, Brand and Corporate Image, and CRM Strategies.Since the research is consumer centric, the survey based questionnaires will be circulated amongst the users of tomato ketchup of Shangrila brand in Karachi. To supplement the quantitative data collected via the questionnaires, interview sessions will also be conducted with the Marketing and Product Development Department of Shangrila.

3.1. RESEARCH DESIGN

As specified earlier, the nature of the research is descriptive, and for ease of purpose will be cross sectional and not longitudinal in nature. In cross-sectional research, data are collected from the research participants at a single point in time or during a single, relatively brief time period (i.e., a period long enough to collect data from all of the participants selected to be in the study). The major advantage of cross-sectional research is that data can be collected on many different kinds of people in a relatively short time period. For the purpose of this study, a cross sectional study is the appropriate technique as opposed to a longitudinal study due to time constraints, and furthermore, this study does not attempt to examine trends.The population for the research includes both male and female users of the Tomato Ketchup of Shangrila brand in Pakistan. By adopting the convenience sampling approach, the sample size determined for the research is 100 respondents residing in Karachi. Convenience sampling is one of the non-probability sampling designs that are being used in this research. As its name implies, convenience sampling involves collecting information from members of the population who are conveniently available to provide this information. The sampling units selected for analysis are both Male and Female user of Tomato Ketchup customers in Karachi. The rating based questions in the survey will utilize an ordinal scale, with higher numbers coded to represent higher values. Statistical Tests including probability based z and t tests will be performed on the data collected. In addition, descriptive statistical measures such as measures of central tendency will be use to report and analyze overall trends discovered through the research study.3.2. SAMPLING

Sampling is the act, process or technique of selecting a suitable sample, or a representative put of a population for the purpose of determining parameters or characteristics of the whole population.Convenience sampling is one of the non-probability sampling designs that are being use in this research. As its name impulse, convenience sampling involves collecting information from members of the population who are conveniently available to provide this information. The sampling units selected for analysis are both male and female Tomato Ketchup consumers specially those who uses Shangrila Tomato Ketchup.3.3. DATA COLLECTION INSTRUMENTS

The nature of research is descriptive survey based questionnaire have been used as a primary tool for data collection from a sample size of 100 participant.3.4. RESEARCH SCOPE AND LIMITATIONS

The Brand selected for the research study is Shangrila Brand Image and customer loyalty and Buying Behavior will be analyzed.Due to time and budget limitation, the research will be conducted only in Karachi and therefore the result may be skewed and not hundred percent applicable to other cities. For ease in research and time constraints, convenience sampling has been adopted, and the sample will comprise on females with sample size 100 primarily between the ages of eighteen to fifty.

Geographic and demographic limitations of the research will have a slight impact on the results obtained and research findings quoted in the study. To overcome these limitations, extensive secondary research will be used to provide a global context to the research.CHAPTER 4 DATA ANALYSIS, RESULTS/FINDINGS AND DISCUSSIONS

The captioned chapter is concerned with working on analysis of the data collection that have been taken from the survey through questionnaires, Statistical test has been applied on the data that was collected to either except or reject the null or alternative hypothesis that were develop for the research project. Following the testing interpretations has been provided for each hypothesis.

4.1 ANALYSIS OF SAMPLE CHARACTERISTICS AND DEMOGRAPHICSDemographics are the most contemporary statistical characteristics of a population. These types of data are used widely in sociology (and especially in the subfield of demography), public policy, and marketing. Commonly examined demographics include gender, race, age, disabilities, mobility, home ownership, employment status, and even location. Demographic trends describe the historical changes in demographics in a population over time (for example, the average age of a population may increase or decrease over time). Both distributions and trends of values within a demographic variable are of interest. Demographics are about the population of a region and the culture of the people.

Researchers typically have two objectives in this regard: first to determine what segments or subgroups exist in the overall population; secondly to create a clear and complete picture of the characteristics of a typical member of each segment. Once these profiles are constructed, they can be used to develop a marketing strategy and marketing plan. The five types of demographics for marketing are age, gender, income level, race and ethnicity. The sample size of survey questionnaire is 100, which include males and females.FIGURE 1: GENDER DEMOGRAPHICS

The captioned chart is describing the gender analysis of males and Females, which is (65% Males and 35% Females).

FIGURE 2: DEMOGRAPHICS GENDER AGE SCALE

This chart is presenting the age scale of Male and Female participant of the survey, the most participative in the ages of 21 years to 30 years. Males have contributed 65% and females contributes 35% share of the survey.

FIGURE 3: DEMOGRAPHICS CONSUMPTION SEGMENTATIONThe customers in different ages who are consume Tomato Ketchup in different occasions. Here is statically defined demographics consumption segmentation chart of the Tomato Ketchup consumption segment.

The cumulative male and female data is describing that the mostly consumers of the Tomato Ketchup are consumes occasionally. However, the highest ranking of the male is weekly basis. It means there is a number of gender isolation in the usage of Tomato Ketchup.

FIGURE 4: SHANGRILA BRAND CHOICE, MARKET SHARE

The total market share of the Shangrila is 45% as per the marked responded which is highest market share contribution in the competition in the market.

FIGURE 5: SHANGRILA BRAND CHOICE, MARKET SHARE WITH GENDER

The gender wise market share of the Shangrila described that the market share of Shangrila is grater then others brands.

4.2 DIFFERENCT TEST

When we know the mean and standard deviation in a single population, we can use the oneindependent sample z test. The oneindependent sample z test is a statistical procedure used to test hypotheses concerning the mean in a single population with a known variance.

Before performing the statistical analysis of the data gathered, it is important to determine the reliability of the data by calculating the Cronbachs alpha constant. If the value of the constant lies between 0 and 1, the data collected is considered to be reliable and accurate which would in turn lead to reliable test results and effective recommendations to be made from the research.

The following table shows the calculations for the Cronbachs alpha constant and reveals that since the value is between 0 and 1, the data collected through the questionnaires is reliable and valid and that there are no discrepancies involved in it.TABLE 1 - RELIABILITY STATISTICS

Cronbach's AlphaCronbach's Alpha Based on Standardized ItemsN of Items

.879.85711

The Cronbachs Alpha is the coefficient of reliability. Theoretically the value of alpha is varies from 0 to 1. The value of Cronbachs alpha is 0.854, which shows the pretty higher reliability of the results. Now the statistical analysis on the data can be performed with a high degree of accuracy and the reliability of results. The z test of hypothesis for the mean follows the following formula and notations:

H1: There is a relationship between positive Brand Image and consistent consumer buying behavior.This test is the relationship between Positive Brand Image and consistently consumer buying behavior.Ho: Positive Brand Image has no impact on consumer buying behaviorHa:Positive Brand Image has impact on consumer buying behaviorThe Question is asking to the respondents that If Brand Image/Product Price/Reputation/Performance does not go well will you buy it. It means that the brand images doesnt go well and its reputation is not consider as positive image in that market so would you like to purchase it (YES, No).

TABLE 2: Z Test for Brand Image and Consumer Buying Behavior

Data

Null Hypothesis =1.5

Level of Significance0.05

Population Standard Deviation0.314466038

Sample Size100

Sample Mean0.11

Intermediate Calculations

Standard Error of the Mean0.031446604

Z Test Statistic-44.2019116

Upper-Tail Test

Upper Critical Value1.644853627

p-Value0.04

Reject the null hypothesis

Since the p value calculated is less than 5% for the calculated sample mean and population standard deviation, and the z test statistic lies in the rejection region, the null hypothesis has rejected.This implies that positive brand image and reputation is positively related in creating a consistently consumer buying behavior.

FIGURE: 6. IMPORTANCE OF BRAND IMAGE

The figure represents the result from survey questionnaire, which has the sample size 100. The blue color shows the male responded answer and red color shows the answer of Female. The result depict that that 86% of the responded replied and agree to shift from those brand who are going not well and their reputation considering negative image. It obviously is evidence for that the respondents agree that if the brand image and its reputation does not go well so they will not go to buy this products.The main objective of the consumer to buy product is product quality and its prices and reputation. It has asked to the responded that the brand quality and its reputation is not considering in good brand as compare to the product competitors. The above figures represent the answer of the responded is No. it means that the result represent the desire of the consumers that they will not desire to buy this products.H2: Different brand images lead to Differ product quality things.The test shows the relation between the brand image of Shangrila perceived by the customers and how it influence lead to the product quality thingsHo: Brand image has no lead to differ product qualityHa:Brand image has leaded to differ product qualityThe question asking to the respondent that, do low quality and less offers prices increase the brand image? It means that a brand reduces their product quality and offers low prices as compare to their competitors so the brand image will increase do you (strongly Agree, Agree, Agree Neither Disagree, Disagree, Strongly Disagree).TABLE 3: Z Test for Product QualityData

Null Hypothesis =3



Sample Size100

Sample Mean3.17



Z Test Statistic1.274601749

Upper-Tail Test


p-Value0.04


Since the p value calculated is less than 5% for the calculated sample mean and population standard deviation, and the z test statistic lies in the rejection region, the null hypothesis has been rejected.

FIGURE: 7. IMPORTANCE OF LOW QUALITY BRAND IMAGE

The figure depicts the result from survey questionnaire, which has the sample size 100. The dark blue color shows the Male answers and the red color shows the female answers. As the responded ratio of male is 65% which grater then females, therefore the result reflects the highest contribution of males which is very dynamics. Somewhere male rating is high and somewhere female rating higher. Now let us elaborate above found result of the survey.The first option is strongly disagree where as 8% Male rating in survey and 5% females are strongly disagreed. Secondly, 11% Male disagree and 7% female disagree. It is middle options who are not agreeing or disagree that was 21% male and 17% female. The total cumulative contribution in the option not agrees that was only 19% Male and 11% females and the total gender is 30% of the survey. Here is one option is remain which is agree or neither agree. This option given to choose those participants who are not confident about the question answer so they have chosen this option that was 21% Male and 17% Female. The last option was agree and strongly agree about that if the product quality reduces with low prices that brand image will lead. We got the result of last option agree and strongly agree that was 36% Male and 19% Female the cumulative contribution of this answer 55% of total gender which is highly contribution of the result.It clearly shows that the respondents agree with that the Brand image can lead to differs product quality.H3: High product knowledge decreases the effect of brand images.This test shows the relationship between the product knowledge with the brand image, that the how it is impact on brand image in all the levels of consumer buying behavior.Ho: Product knowledge has no impact on Brand imageHa: Product knowledge has impact on Brand image

The question is asking to the respondents that will you identity the quality difference between different brandsYes, No.

TABLE 4 : Z test for Product Knowledge

Data




Sample Size100

Sample Mean0.91




Upper-Tail Test


p-Value0.04



FIGURE: 8. IMPORTANCE OF PORODUCT KNOWLEDGE

The figure depicts the result from survey questionnaire, which has the sample size 100. The dark blue color shows the option of YES, which describes that responded can identify the product quality difference in between others brands. There was 35% females has participant and the 100% females replied that she can identify the product quality with others brands and 57% males also replied that they can identify the difference product quality with other brand although 8% male replied opposite of that but it is very low contribution of this question. The total cumulative contribution of the total gender is 92% who are agree that they can identify the product quality difference with others brands.It is clearly shows that the responded has a product knowledge and it will increase the brand image because they have a product knowledge and can identify the produce difference with others brands.

H4: There is a positive relationship between satisfaction and loyalty Intention.This test shows the relationship between the consumer satisfactions and his loyalty intention with the brand.Ho:Satisfaction has no impact on Loyalty intention.Ha:Satisfaction has impact on Loyalty intention.This question asks the respondents that Do you switch to others brand if it is provide the promotion and discount. Yes, No.TABLE 5: Z Test for Loyalty Intention

Data




Sample Size100

Sample Mean0.65




Upper-Tail Test


p-Value0.04



FIGURE: 7. IMPORTANCE OF LOYALTY INTENTION

The figure depicts the result from survey questionnaire, which has the sample size 100. The dark blue color shows the option yes, which describes that the respondents have the rating to switch others brand if its offers the some promotion discount that was the 29% female replied yes out of 36% and 37% male replied yes out of 65% of the total survey participants. And 28% male replied they will never switch to others band if they are offering some promotional discounts. So the cumulative result that the 66% participant replied to switch others brand if they will switch to others brand if they will offers promotional discount. It is clearly shows that the respondents will prefer to switch others brand if they will avail promotion discounts. It means there is a positive relationship in between satisfaction of loyalty intention with the brand if they are satisfied then they will grow their loyalty intention with the brands.CHAPTER 5 - CONCLUSIONS

This chapter is the conclusion of my research. It can focused on the various sides that can be draw from the data collected, through the questionnaires and the statistical analysis performed. Most of the results of the statistical analysis confirmed the existing theories of consumer buying behavior in the product of Tomato Ketchup. The research showed that it was not easy to identify the factors that are effects on of brand images and the behavior of the consumers for a companys products because there were many forces drawing consumers away such as competition, consumers thirst for variety, etc. From the analysis of this study, it was shown that there are five factors of brand loyalty, which are the Brand Image, Reputation, Relevance, Performance, Product Knowledge, Promotional Price Discount. The findings revealed that Brand Image and its reputation, Performance, Product quality, preferably promotional discount plays a significant role in influencing consumers decision-making and emphasis to buy products. All these factors showed positive relationships with consumer buying behavior. The 1st chapter basically stands as the introduction and the overall information of my topic, through the background, of M/s Shangrila Brand Image of consumer buying behavior. Overview of the foodstuff Industries in Pakistan. Basically some interesting factors that came to light through the research were the relationship between the overall Brand Image and feelings consumer buying behavior. The background of this research describes that why Shangrila brand is important, when Shangrila was establish in Pakistan, why consumer behavior is important, and why Brand Image is important.The 2nd thing which I have done in chapter 1 is to create the problem statement:To determine whether the brand image of product has an impact on the consumer decision making and buying behavior.The objective of this study was to establish how Brand image affects the consumer buying behavior and their decision in the foodstuff Industry. It may describes or modify the topic further.The research model describes by identifying the dependent and independent variables in my research. (Independent Variables: Brand Image, Reputation, relevance, Performance, Product Knowledge, Promotion Price Discount, dependent Variables: Consumer Loyalty, Consumer Buying Behavior). These dependent and independent variables will help in creating and maintaining the statement, which will work for the statistical analysis. These variables also described with the conceptualized research model.The benefits of this research are lies on the research significance, Foodstuff product manufacturers, current popularity of Tomato Ketchup among youth, the revenues and the competitors.The 2nd chapter describes the literature review of my research, in which each and every variable (dependent or independent) described briefly, Brand Image, Reputation, Relevance, Performance, Product Knowledge, Promotional Price Discount..The 3rd chapter describes the research methodology in which the theoretical framework have conducted, Basically convenience sampling was used in this study. Data was collected using structured questionnaire and personally administered. The research design and their limitations tell us about the age brackets that in what age my research based on. Convenience sampling is one of the non-probability sampling designs that are being used in this research. The sample will comprise mainly of Sec A and Sec B males and females primarily between the ages of eighteen to fifty. The areas, which concern are in Karachi. Data is being collected through the survey questionnaires, the sample size of 100 consumers who are using the Tomato Ketchup. The chapter 4 has described the data collection analysis, in this chapter I have analyses the data that is collected through the survey questionnaires. Researchers characteristically have two objectives in this observe first to conclude what subdivision or subgroups continue living in the overall population; and secondly to generate an understandable and absolute portrait of the characteristics of a distinctive associate of each of segment. Once these profiles are constructing, they can be worn to expand a marketing strategy and marketing plan. The five types of demographics for marketing are age, gender, income level, race and ethnicity.In this case, I have drawn I simple pie chart in order to describe the sample size of males and females. And in that chart males are about to 65% and females are about to 35% included. Second one is demographic gender age scale in this segment statistical analysis explain the gender respondents lies in age scale that is Male were 53% who are under age on 21-30, 7% 31-40, and 5% 4-50. It means that total highest responded were youth, although about female 27% who are under age on 21-30, 8% 31-40, and 0% 4-50 it means there were also highest contribution in females who are lies in under 21 30 which is similar to male. If we add both gender under age 21-30 so it will participate 80% in these survey.Third one, I have drawn the bar chart which explain the consumers consumption segment who are using Tomato Ketchup Daily, Weekly, Monthly, Occasionally, are under the age of (21 -50).Fourth, one is where I have described the analysis of Market share of Shangrila Brand compared with its competitors in the markets among the responded. Which is explaining the 45% Shangrila, 32% National, 17% Mitchels, 5% Knor, and only 1% is others brands customers. The last one statistical analysis is to segregate the brand user in gender wise, we got the 45% of Shangrila user in which 24% Male and 21% Females. Which is grater then others brands in both gender. The other brand is national got the share by the responded 23% Male and 9% Females third one was Mitchels got the share by the responded 12% Male and 5% Females the second last is Knorr just male which is only 5% and last one was 1% of other brand in Male only. The other thing which came in this chapter was the analysis of different tests, which are included in order to describes to overall statement along with the briefly explanations, through bar charts and by taking different tests of statistical inferences, that how the statistical analysis on the data can be performed with a high degree of accuracy and the reliability of results. This session basically describes the overall variables which I have mention above, how they inter-linked with each other, or create/develop the relationship with each other. The tests which are involved in this research were stands in two different terms, null and alternative.

Statement 1: H1: The positive brand optimistically related with consistent consumer buying behavior. This statement has described that the relationship between the Shangrila has a positive brand Image with their consistent customers. Including the question from the questionnaire, I have inter-linked it with the testing tools. That, How the Shangrila positive brand image reflects on its consistent consumers. In order to describe the process I have drawn the bar chart, which is depicts the results. The bar chart describes that how the consumer will behave if the brand image, reputation, performance, and its prices does not going well. Will they buy product? Yes or No. According to the tests it shows the results in the negative, it has been rejected, which describes the null statement. In addition, the results have been shown that the majority of respondents are included in the No Around 86% of respondents are involved.Statement 2: H2: Different brand images lead to differ product quality things. In this statement has described the relationship between the Shangrila Brand image with the product quality. It means that how the Shangrila Brand Image reflects the product quality of shangrila. In order to describe this process I have drawn a bar chart, which shows the results along with the statistical tools framework. The question asking to the responded that, do low quality and less offer prices Increase the brand image? (Strongly Agree, Agree, Neither agree disagree, Disagree, Strongly Disagree). According to the tests it shows the results in the negative, it has been rejected, which describes the null statement. The bar chart depicts the result that the respondents 55% agree with this statement.

Statement 3: H3: High product knowledge decreases the effect of brand images, in this statement have described the relationship between high product knowledge with the Brand image. It means that how the Shangrila Product knowledge reflects the Brand image of Shangrila. In order to describe this process I have drawn a bar chart. The question describes that will you identify the quality difference between different brands Yes. No. According to the tests it shows the results in the negative, it has been rejected, which describes the null statement. The results clearly shows that the responded has a product knowledge and it will increase the brand image because they have a product knowledge and can identify the produce difference with others brands.Statement 4: H4: There is a positive relationship between satisfaction and loyalty intention, In this statement have described the relationship between the Satisfaction with the Loyalty intention. It means that how the Shangrila Promotional discount reflects the customer loyalty of Shangrila In order to describe this process I have drawn a bar chart. This question asks the respondents that Do you switch to others brand if it is provide the promotion and discount. Yes_No. The question relates with the promotional discount rating point-of-view. According to the tests it shows the results in the negative, it has been rejected, which describes the null statement. The result definitely describe that the customer will prefer to switch other brand if they will avail promotional discounts. It means there is a positive relationship in between satisfaction of loyalty intention with the brand if they are satisfied then they will grow their loyalty intention with the brands.The purpose of this research is to investigate how the respondents influenced by factors of consumer buying behavior. The consumer loyalty and consumer buying decision is important for an organization to ensure that its products is always keeps in the minds of consumers and prevent them from switching to other brands. CHAPTER 6 - RECOMMENDATIONS

Recommendation means something (as a course of action) that is recommendation as advisable. Something that recommends (expresses recommendation) of a person, thing as worthy, desirable, any quality, or characteristic that gains a person a favorable reception or acceptance or admission.Every statement has a recommendation, which is totally depend upon the results of statement. If the statement is null statement is rejected this means relationship between variables (dependent or independent) does not exist and the respondents do not give importance to the variables been discussed.The recommendations will focus on the positive initiatives that Shangrila can take in order to remain the market leader in the Foodstuff Industry. The First hypothesis was the positive brand image and it has rejected because it is the null hypothesis. For many consumers, positive brand image is a very important attribute. The attribute brand image and its reputation in the market can definitely be more important on consumer decision making than that of Product Price/Reputation/Performance others. The overview about the effect of positive brand image should be fear however because consumer reactions to a brand differential clearly depend on the magnitude of the differential as well as the brand loyalty which are considered.The relationship between Positive Brand image and consistently consumer buying behavior exactly will understand.

Shangrila Brand Name is one of its major components in the foodstuff Industry, because the positive Brand image is the identity of Shangrila products. Brand Image is important for the firm to attract customers to purchase the product and influence repeat purchasing behavior. Consumers tend to perceive the products from an overall perspective, associating with the brand name all the attributes and satisfaction experienced by the purchase and use of the product.The Second hypothesis was the Product quality differs with other brands and it was rejected because it is the null hypothesis. Product quality with other brands plays a crucial role. It is a powerful source of identity and helps to project the intended image of the product against the competition and in the process of positioning a brand in the minds of the target audience. Although somewhere it observed that that firms take a risk to reduces their product quality and offers the low prices to take an advantage and retain the regular customers and attract the prospect customers. Shangrila brand has an individual identity in the market regarding the product quality because they are maintaining their product quality but as it has identify that if the company reduces their products quality and low offers prices so they can lose their customers. So they have to maintain their customers with affordable prices.The Third hypothesis was the Product knowledge and it was rejected because it is the null hypothesis. Product Knowledge is refers to product quality or its taste as concerned with the product. If the customer has product knowledge, so he can identify the products quality and its taste. As we, all knows that a product fulfils the customers expectations and desired; the customer will be pleased and consider that the product is of acceptable or even high quality. If his or her expectations are not fulfill, the customer will consider that the product is of low quality. This means that the quality of a product defined as its ability to fulfill the customers needs and expectations.There is need to educate to all Shangrila customers and consumers about their product knowledge to differentiate with others brands product, get the competitive edge, and sustain their customers if there is a difference in prices with others brands. The Fourth hypothesis was the Satisfaction and loyalty intention and it has rejected because it is the null hypothesis. Customers satisfaction in terms of financial benefits has a core business concept. This is a business terminology to evaluate as how much a promotional discount can offer by the company has been able to satisfy or please the customers. Because customers satisfaction build the customer relationship and grow up the perfect brand image in customers mind. Although customers loyalty intention is plays a very important role in the business world. According to the survey this thing has proved that if the loyal customers of any company avail the some promotional discount to others company he will move abruptly even though he is concerned and has loyalty intention with his brand.Customer would become more loyal and satisfy to your product if company will also keen about their priority and satisfaction. Most of the times customers are very much keen about the behavior of the company towards their complains about the promotional discounts. Either they take a seriously or not. If company takes it seriously, it can increase customer satisfaction because customer can think that company cares about them.

PPENDIX/ANNEXESRESEARCH QUESTIONNAIRE

This Questionnaire is to be used to conduct a research on Effect of Brand Image on consumers buying behavior. You are kind requested to fill this Questionnaire with best of your Knowledge and Experience.Name (Optional) Gender: Male Female Age 21 - 30 Age 31 - 40 Age 41 - 50 1. Please encircle your answer.

Q1. From where you usually purchase Tomato Ketchup?(Retailer, Wholesaler, Super Store,Super Market)Q2. How frequently do you use Tomato Ketchup?(Daily,Weekly, Monthly, Occasionally) Q3. In which brand are you loyal customer in Tomato Ketchup?(Shangrila, National, Mitchels,Others) 2. Please tick the answer of your choice against each question.Q4. Do you believe that brand image is the important aspect of every product Yes _ NoQ5. Do you switch to others brand if its provide the good quality of the products. Yes _ NoQ6. Do you switch to others brand if its provide the promotion and discount Yes_ NoQ7. Will you identity the quality difference between different brands Yes _ NoQ8. Will you purchase those brands which has a good reputation in the market Yes _ NoQ9. Does packaging affect the brand image of a product? Yes _ NoQ10. If Brand Image/Product Price/Reputation/Performance doesnt go well will you buy it? Yes _ No

1. Please put the number as per your choice in the blank box given below.

5. Strongly Agreed 4. Agreed 3. Neither Agreed nor disagreed 2. Disagreed 1. Strongly disagreed Q11. How much do you agree that Brand reputation influence to buy product .Q12. How much do you agree that product and its performance create the Good brand Image .Q13 Do u agrees that maintain the product quality build the relationship in b/w Loyal Customer .Q14. Does brand ambassadors or referral power increase its brands image and customer loyalty .Q15. Do low quality and less offers prices increase the brand image .

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