final thesis presentaion 13-11-2015

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Comprehensive Research Methodology Group No 16 Supervisor- Dr. Anne Shamini Perera. Co-Supervisor-Mrs. Udanee Samarasinghe.

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Page 1: Final Thesis Presentaion 13-11-2015

Comprehensive Research MethodologyGroup No 16

Supervisor- Dr. Anne Shamini Perera.Co-Supervisor-Mrs. Udanee Samarasinghe.

Page 2: Final Thesis Presentaion 13-11-2015

THE STUDY ON PERCEIVED VALUE, QUALITY AND EQUITY TOWARDS CUSTOMER

SATISAFACTION OF NIPPOLAC PAINT

Page 3: Final Thesis Presentaion 13-11-2015

Introduction• Global paint and coatings production had been increased by 13% from 2010 to

2012. Demand in Asian countries rise faster than elsewhere, as a percentage it is 50% of the total consumption in the world.

• Nippolac Paint Lanka establish in 1979. It is one of the major paint company in sri lanka.

• There are huge competition between paint industry in sri lanka. Therefore this research help Nippolac company to identify about the influences of perceived value, perceived quality, and perceived equity on brand satisfaction of Nippolac paints and its impact on customer brand loyalty.

W.A.L.D Weerakkodi (BM 12409174)

Page 4: Final Thesis Presentaion 13-11-2015

Research Problem• Currently, the Nippolac paints is operating in a highly competitive market.

• Customer complains and responses towards customer complaints been delay.

• Limited researches aimed at conceptualizing the relationship between brand perceived value, quality, equity and brand satisfaction in paint industry.

• Nippon Lanka (Pvt) Limited has not conducted this kind of research before.

W.A.L.D Weerakkodi (BM 12409174)

Page 5: Final Thesis Presentaion 13-11-2015

Research ObjectiveGeneral objective To asses’ the effect of perceived value, perceived quality and perceived equity on brand satisfaction of Nippolac paints. Specific objectives 1. To assess the overall level of brand satisfaction of Nippolac paint products2. To examine the effect of perceived value on Brand Satisfaction.3. To examine the effect of perceived quality on Brand Satisfaction4. To examine the effect of perceived equity on Brand Satisfaction.5. To identify the most influential independent variable that impact on Brand satisfaction. 6. To provide recommendations to the Nippolac company for proper allocation of its resources to enhance the Brand Satisfaction.

W.A.L.D Weerakkodi (BM 12409174)

Page 6: Final Thesis Presentaion 13-11-2015

Significance of the study• Research will help to understand the influences of perceived value, quality, and equity

on brand satisfaction of Nippolac paints and its impact on customer brand loyalty.

• Nippolac Paint Company to understand how to attract the customer toward brand satisfaction.

• This research is significant as marketing leader can learn about new relationship marketing and brand management techniques as the result of an improved understand of customer satisfaction.

• provides significant knowledge, guideline and information regarding the brand buying intention as well as brand satisfaction towards Nippolac paint products.

W.A.L.D Weerakkodi (BM 12409174)

Page 7: Final Thesis Presentaion 13-11-2015

Independent Variables Author Research Findings

Brand Satisfaction Him, Li and Harris

2012satisfaction occurs when the performance of a brand meets the expectations of the purchaser

Perceived Quality Cameron and Sine

2012

Include referring quality to “the amount of un-priced attributes contained in each unit of price attribute”, “conformance to requirement “, fitness for use “and capacity to satisfy want”.

Perceived Value Zeithaml 1988 The customer's overall assessment of the utility of a product based on perceptions of

what is received and what is given.

Brand equity Aaker 1996

Brand equity is an important intangible asset that has psychological and financial value to the firm. The value of brand equity depends on the number of same people who buy regularly.

Literature Review

Y.D.W Sahabandu (BM 11782100)

Page 8: Final Thesis Presentaion 13-11-2015

CONCEPTUAL FRAMEWORK

Y.D.W Sahabandu (BM 11782100)

Dependent variable

Page 9: Final Thesis Presentaion 13-11-2015

Hypotheses Development

• H1: The perceived value of a brand has a positive direct effect on brand satisfaction.

• H2: The perceived quality has a positive direct effect on the brand satisfaction.

• H3: The perceived equity has a positive direct effect on the brand satisfaction.

Y.D.W Sahabandu (BM 11782100)

Page 10: Final Thesis Presentaion 13-11-2015

Methodology

Y.D.W Sahabandu (BM 11782100)

Page 11: Final Thesis Presentaion 13-11-2015

Research MethodologyPopulation and Sample of the StudyResearch Methods • Reliability analysis • Pilot Survey

Data Analysis • Descriptive statistics analysis.• Inferential analysisLimitation & Delimitation

H.N.A Urapola (BM 09780958)

Page 12: Final Thesis Presentaion 13-11-2015

RESULT AND DISCUSSION

H.N.A Urapola (BM 09780958)

Objective Analysis Objective one Descriptive statistics analysis – Mean, Std. Deviation

Objective two Inferential analysis – Pearson’s r correlation

Objective three Inferential analysis – Pearson’s r correlation

Objective four Inferential analysis – Pearson’s r correlation

Objective five Inferential analysis – Pearson’s r correlation

Objective six Recommendation for Nippolac company.

Page 13: Final Thesis Presentaion 13-11-2015

Objective one: To assess the overall level of brand satisfaction of Nippolac paint products.• Descriptive analysis.Table 4.1 Overall Satisfaction on Nippolac

Overall Satisfaction Frequency Percent

Very Satisfied (6) 22 8.5

Satisfied (5) 157 60.9

Somewhat satisfied (4) 64 24.8

Somewhat dissatisfied (3) 11 4.3

Dissatisfied (2) 4 1.6

Total 258 100.0 0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

8.5%

60.9%

24.8%

4.3%1.6%

Overall Satisfaction on Nippolac

Mean = 4.70

60.9% of the Respondents were satisfied. 8.5% of them were very satisfied. The overall satisfaction is significantly high. The mean satisfaction score is 4.70 which implies that overall satisfaction towards Nippolac lies between the

two levels Satisfied (5) & somewhat satisfied (3).

Page 14: Final Thesis Presentaion 13-11-2015

Objective two: To examine the effect of perceived value on Brand Satisfaction.

• Table 4.2 Provides the correlation between value and brand satisfaction. Results has been implemented as below.

Objective three: To examine the effect of perceived quality on Brand Satisfaction

H.N.A Urapola (BM 09780958)

Correlationsfunctions Variable Brand

SatisfactionValue Quality Equity

Pearson Correlation

Value .750 1.000 .850 .752

Sig. (1-tailed) Value .000 .000 .000 .000

N Value 258 258 258 258

Correlations

Functions variable Brand

SatisfactionValue Quality Equity

Pearson Correlation

Quality

 

.764

 

.850

 

1.000

 

.708

Sig. (1-tailed) Quality .000 .000 .000 .000

N Quality 258 258 258 258

• The relationship between value and brand satisfaction is positive strong relationship.

• Correlation coefficient value of 0.750

• The relationship between quality and brand satisfaction is positive strong relationship.

• Correlation coefficient value of 0.764.

Page 15: Final Thesis Presentaion 13-11-2015

Objective four: To examine the effect of perceived equity on Brand Satisfaction.Table 4.3 Explains the relationship between perceived brand equity and brand satisfaction as below.

Objective five: To identify the most influential independent variable that impact on Brand satisfaction.

H.N.A Urapola (BM 09780958)

CorrelationsFunctions Variable Brand

SatisfactionValue Quality Equity

Pearson Correlation

Equity 

.716

 

.752

 

.708

 

1.000

Sig. (1-tailed) Equity .000 .000 .000 .000

N Equity 258 258 258 258

Coefficientsa

Model Unstandardized Coefficients

Standardized

Coefficients

t Sig. 95.0% Confidence Interval for B

Correlations

B Std. Error Beta Lower Bound

Upper Bound

Zero-order

Partial

Part

1

(Constant)

.120 .232 

.515 .607 -.337 .577     

Value .276 .102 .207 2.705 .007 .075 .477 .750 .167 .100Quality .435 .081 .384 5.383 .000 .276 .594 .764 .320 .198Equity .271 .054 .289 5.064 .000 .166 .376 .716 .303 .187

a. Dependent Variable: Brand Satisfaction

• The relationship between equity and brand satisfaction is positive strong relationship.

• Correlation coefficient value of 0.716.

• The highest influence is indicated by quality at 0.384.

• Second highest influence is indicated by equity at 0.289.

• Third is value at 0.207.

Page 16: Final Thesis Presentaion 13-11-2015

Hypotheses Testing

H.N.A Urapola (BM 09780958)

Page 17: Final Thesis Presentaion 13-11-2015

Objective six: To provide recommendations to the Nippolac company for proper

allocation of its resources to enhance the Brand Satisfaction.

CONCLUSION AND RECOMMENDATIONS

D.T.S Perera (BM 12409556)

Page 18: Final Thesis Presentaion 13-11-2015

Managerial Implications and Recommendations

• Continuously communicate the updated quality results though IMCT. • Public relations , advertising , personal selling

• More focus on the factors affecting the quality of the product. • Price policy• Store image• Advertising• Brand image

• Continuously monitor quality standards accordance with customer feedbacks. • Training and Development programs to the Sales executives, retailers and

whole sellers about convincing the exact value to customers • Give recognition for the regular customers• Try to meet far as possible inherent values of customers.

D.T.S Perera (BM 12409556)

Page 19: Final Thesis Presentaion 13-11-2015

Conclusion

• All three independent variables are significantly related with the Brand satisfaction of Nippolac.

• More contribution for the Brand Satisfaction of Nippolac Paint comes from level of perceived quality on customers’ minds.

D.T.S Perera (BM 12409556)

Page 20: Final Thesis Presentaion 13-11-2015

Future Research • Extent the research scope among other geographical areas.

• North and East

• Can extend to any other Industry

• Expand the conceptual framework

• Can extend the aspects of getting feedbacks from customers• Online Questionnaire• Interviewing etc.

D.T.S Perera (BM 12409556)

Page 21: Final Thesis Presentaion 13-11-2015

References• Zeithaml. (1998). The international expansion process of MNEs from developing

countries: a case study of Thailand's CP Group. Asia Pacific Journal of Management, 15(2), 163-184.

• Aaker, D. (1991). Capitalizing on the Value of a Brand Name. New York.• Ailawadi, K., Donald, R. L., & Scott, A. N. (2003). Revenue premium as an outcome • measure of brand equity. Journal of Marketing, 4(64), 1-17.• Alan Wilson. (2006). Secondary Data. In Market Information and Research (p. 95).

Elsevier Limited.• Anderson. (1990). A Model Of Distributor Firm and Manufacturer Firm . Journal of

Marketing, Vol. 54(1), 42-58.• Anderson. (1994). Customer satisfaction, Market share, and Profitability: Findings from

Sweden. Journal of Marketing, 53-66.• Andreassen, T. a. (1998). Andreassen, T.W. and LiCustomer loyalty and complex services:

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• Gürbüz, E. (2008). Retail store branding in Turkey: its effect on perceived quality, satisfaction and loyalty. Journal of Business, 3(3), 286-304.

• Hamadi, C. (2010). The Impact of Quality of Online Banking on Customer Commitment. .Communications of the IBIMA, 1-8.• Hellier, P. K., Geursen, G. M., Carr, R. A., . . . J. A. (2003). Customer repurchases intention: A general structural equation

model. European Journal of Marketing, 1762-1800.• Hirschey, M., & Pappas, J. (1993). Managerial Economics (Seventh Edition ed.).• Holbrook. (1999). Consumer Value: A Framework for Analysis and Research. New York.• Housden, M. (2010). Data collection techniques in qualitative reseach. In Marketing Information and Research (pp. 140-141).

elsevier.• J. C. (1999). The role of perceived risk in the quality-value relationship: a study in a retail environment.". Journal of retailing,

1(75), 77-105.• Jackson, K. (1985). Crabgrass frontier: The suburbanization of the United States. Oxford University Press.• Joewono TB, K. H. (2007).• Kamakura, W., & Russell, G. (1993). Measuring brand value with scanner data. International

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Thank You !