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Research Proposal Quantitative

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Synopsis

Course: Advance Quantitative Research Methodology
Supervisor: Dr Shahid Iqbal

Impact of Brand Image and Advertisement on Consumer Buying Behavior of Lawn customers in Karachi

Seema Mumtaz Std 16655 Mphil (BM)
Synopsis
Proposed Research Topic: Impact of Brand Image and Advertisement on Consumer Buying Behavior of Lawn customers in Karachi Purposes/Aim: The purpose of this study is to examine the impact of brand image and advertisement on consumer buying behavior in the general public at Karachi.

Objective of the study: a) To explore the impact of brand image and advertisement on Consumer buying behavior b) To determine factors those are influencing consumers to purchase Branded lawn fabric. c) To find out the female buying behavior about branded lawn wear. Scope of Study: a) This research will help textile marketers and merchandisers in understanding consumers’ preferences about branded/designer lawn. b) Also this research will help textile marketers and merchandisers by providing the essential knowledge of the factors that influence females’ buying intention towards branded lawn fabric. c) This study will guide entrepreneurs in developing strategies for the branded lawn. Background and Existing literature: Brand image and advertisement play a crucial role to boost up any business performance as brand image is an implied tool which can positively change people’s buying behaviors and advertisement is behaving as a driving force for any business as it’s an effective source to convey your message and stay in customer’s mind. There has been much existing literature which will be helpful in this research. Some of the research articles so far which have been taken in account are mentioned below: http://maxwellsci.com/print/ajbm/v4-105-110.pdf The Impact of Brands on Consumer Purchase Intentions http://iiste.org/Journals/index.php/EJBM/article/viewFile/268/152 Effective advertising and its influence on consumer buying behavior https://www.academia.edu/5037457/Impact_of_Brand_Image_and_Advertisement_on_Consumer_Buying_Behavior Impact of Brand Image and Advertisement on Consumer Buying Behavior http://www.eujournal.org/index.php/esj/article/view/3381 MEASURING FACTORS REGARDING BRANDED LAWN: AN INVESTIGATION FROM KARACHI http://edissertations.nottingham.ac.uk/983/1/07MSClixkkt1.pdf Effect of Brand Image on Consumer Purchasing Behavior on Clothing: Comparison between China and the UK’s Consumers Type of research: Survey research

Hypothesis:
Ho: there is no significant relationship between brand image and consumer buying behavior
Ho1: there is no significant relationship between Advertisement and consumer buying behavior
H1: brand image has a significant relationship with consumer buying behavior of Lawn customers
H2: Advertisement has a significant relationship with consumer buying behavior of lawn customers

Variables:
Independent variable: brand image, advertisement
Dependent variable: consumer buying behavior

Likely Methodology to be Used
Data Collection Methodology
Secondary data: Conduct a literature review
Primary data: A structured Questionnaire for the female lawn customers

Population: females from Karachi, Pakistan

Sample: (females) from posh areas like Defence, North Nazimabad, PECHS, and Gulshan, Karachi. Respondents’ age group will be in between 18-50 years.

Expected Result
The expected result of this study is to find out the best factors that can have an impact on consumer buying behavior of Lawn customers and to explore the impact of brand image and advertisement on consumer buying behavior.

Timeline/ Time Frame of Activities Prepare proposal by 14th June 2014 Complete literature review by 28th June 2014 Questionnaire draft 28th June 2014 Approved Questionnaire 5th July 2014 Complete fieldwork by 19th July 2014 Complete analysis by 26th July2014 Complete final report by 9th August 2014

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