marketing research briefing for specialised area
TRANSCRIPT
Parallel Session: Exploring Research in Specialized Area’(Masa : 2.30 petang – 4.00 petang)Kumpulan 1 (BM220 - Marketing)F141, Kompleks Star
Kamsol Mohamed Kassim
Coverage
#1. INTRODUCTION / OBJECTIVE
AREA of Interest During
Industrial training
Integral part of
BBA(Hon)
Synthesis various
aspect of learning
Ability to write
substantial report
Demonstration of
understanding concept techniques
skill
http://kalyan-city.blogspot.com/2011/07/scope-of-marketing-research-mr-branches.html
Branches / Areas / Scope of Marketing Research
Market research and marketing research are often confused.
'Market' research is simply research into a specific market. It is a very narrow concept. 'Marketing' research is much broader. It not only includes 'market' research, but also areas such as research into new products, or modes of distribution such as via the Internet. Here are a couple of definitions:
"Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications."
American Marketing Association (AMA) - Official Definition of Marketing Researchhttp://www.marketingteacher.com/lesson-store/lesson-marketing-research.html
CHOOSING THE PROJECT TOPIC / AREA It is the student’s responsibility to identify a suitable project topic, subject to the approval of his/her advisor (appointed lecturer).
The topic must be of issues related to the field of study or at least related to any subject indicated in the students’ program’s curriculum. Request from the industry must also be taken into considerations and shall be discussed between the student, advisor and the supervisor (from the company). For the purpose of preparing the project paper report, a student has to meet and discuss with his/her advisor a minimum of eight (8) times throughout the semester.
“Not Everything That Counts Can Be Counted, & Not Everything That Can Be Counted, Counts”. ALBERT EINSTEIN
1 MKT 420Principles and Practices of Marketing
2 MKT537 Marketing Research
3 MKT547Marketing Communication
4 MKT542 Channels Management
5 MKT532Understanding Consumer
6 MKT531 Product Management
7 MKT646 Strategic Marketing
8 MKT656 Global Marketing
9 MKT658 Issues in Marketing
10 MKT663 Relationship Marketing
? MKT620 Business Marketing
Source: FBM PROGRAM STRUCTURE - BBA with Honours ( MARKETING ) BM220
Glossory
ChapterKnowledge
#2 INPUT /PROCESS /OUTCOME
CHOOSING THE TOPIC
Students RESPOSIBILIT
Y
SUBJECT SUBJECT APPROVAAPPROVA
L BY L BY ADVISORADVISOR
Issue Related to
Field of Study
Request from The
Industry –To Consider- Shall be
discussed
Meet & Discuss with S/Visor min 8
Times
THE RESEARCH
REPORTP1P2P3
#2 INPUT /PROCESS /OUTCOME
CHOOSING THE TOPIC
THE RESEARCH
REPORT
#3.MY ANALYSIS
STRENGTH WEAKNESSWritten Capabilities/Language CompetenciesKnowledge/ Skills/AbilityAdvisors that are ever willing to guideConducive System
Based on Previous Supervision Based on Previous Supervision Experience:Experience:Take things for granted /Late Starter/Not Properly Plan/No ZEST
OPPORTUNITIES THREATTo proof / ImprovePush up CGPAHigher LevelIf Its really mattersOnce a life time / Time Tunnel
It a process ( involved procedures, task, schedules, activities , routine by which a job/product/service is deliveredToo Engross in the Practical Training…
JUNE JULY AUGUST SEPTEMBER OCTOBER STAGE OF STUDY 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 CHAPTER 1 problem statement research objective significant of study limitations of the study CHAPTER 2 literature review theoretical framework hypothesis CHAPTER 3 methodology research design sample design instrument data analysis
Example of Effort
#3.MY ANALYSIS
• QUESTION & ANSWER
TOPICS 1. *The Impact of Islamic Corporate Image on Purchase Intention; The Moderating role of Halal logo (Trust) / Customer loyalty2.*The link between Purchase Intention and Corporate Image : Predicting Trust of Halal Logo3.*The Relationship between Corporate image, and Purchase Intention : An Exploratory Study4.*An Emperical investigation of Corporate Image : Attitude on Halal logo on purchase intention5.*Moderating role of Halal logo and purchase intention on food products- A perpective look of Corporate image.6.*Corporate Image; An Islamic Perspective on Consumer Purchase Intention 7.*The effect of Corporate Image on the formation of Customer purchase Decision8.*Moderating effect of halal logo and the role of Islamic Corporate Image on intention to purchase food products.9.*Corporate image implication on consumer preference on Halal food products.10.* Trust the moderating Factor Between Islamic Corporate Image and Consumer Purchase Decision
Islamic Corporate image
ANISA AISYA BINTI KHALIL2010205798
BBA (HONS) MARKETING
The moderating effects of corporate image: the influence of service quality and trust on purchase
intention at Great Eastern Takaful Sdn Bhd (GETSB)
INTRODUCTION
• A number of studies has been carried out on purchase intention and the factors influencing purchase intention (Khan, 2012).
• Corporate brands are related to trust (Groenland, 2002 and Berens and van Riel, 2004)
• The provision of high quality services is one of the key factors of a successful operation (Wang and Sha, 2000) and service quality has a direct influence on purchase intention (Huang, 2011).
BACKGROUND OF THE STUDY
• In respect of insurance industry, it has been one of the key drivers to services sector.
Change (%) Share of GDP (%)2010 2011 2012 2010 2011 2012
Intermediate servicesTransport strorage 6.9 5.1 6.7 3.8 3.8 3.8Communication 8.5 7.9 7.9 4.2 4.4 4.5Finance and insurance 6.4 6.3 6.8 11.7 11.8 12.0Real estate and business services
7.8 6.8 5.7 5.5 5.6 5.6
Source: Malaysian Rating Corporation Berhad, 2012
OBJECTIVE OF THE STUDY
• To determine the influence levels of reliability on trust.• To determine the influence levels of tangibility on trust.• To determine the influence levels of responsiveness on trust.• To determine the influence levels of assurance on trust.• To determine the influence levels of empathy on trust.• To determine the influence of trust on customer’s purchase
intention.• To determine the moderating role of corporate image towards
a company on the influence of customer’s trust on customer’s purchase intention.
LITERATURE REVIEW
• Purchase Intention• Definition: customers willingness and readiness to consider
buying a products (Wang and Tadisina, 2008, Nelson Barber et al., 2012 and Al-Ekam, 2012).
• Fishbein and Ajzen (1975), a Theory of Reasoned Action (TRA) and Theory of Planned Behaviour (TPB).
TRA
TPB
Attitude
Behaviour
Theory of Planned Behaviour
• Corporate Image• Defintion: the overall representation of an enterprise to
the public (Nguyen and Lablanc, 2001).• Studies on corporate identity has been carried out since
early 1930s (Alan Valdez, 2013).
1930s•Personalities as impression made on other people
1950s-1960s•Consumers buy a brand for the meaning it has
1970s•Include the perceptions of stakeholders
1980s•The effects of behaviour and communication was recognized.
Nowadays, identity is seen as strategic tool
EVOLUTION OF CORPORATE IMAGE
• Trust
Definition: a state involving the expectation of the parties and risk associated with assuming in such expectations (Deutsch, 1958, Holmes and Rempel, 1991 and Al-Ekam , 2012).
A few research on trust is started from psychological study (Wetzels, 1998).
Lewis and Weigert (1985) – three dimensions:1)Cognition2)Affection3)Behaviour
Service Quality
Definition: a long run evaluation of employees performance, interaction and processes and expectation of customers . (Parasuraman, 1985 , Cronin and Taylor, 1992 and Bitner et al., 1996, ).
Parasuraman (1985), is the main contributor to service quality.
Service QualityCategorized into five dimensions :1)Tangibility2)Reliability3)Responsiveness4)Assurance5)Empathy
Author 1. A gap between expectations and perceived performance is the best predictor of satisfaction impact on level of customers trust
Mcquitty et al., (2000)
2. Service quality consists of reliability, tangibility, responsiveness, assurance and empathy.
Parasuraman (1985)
2. Trust relates to positive expectation about the intentions and behaviour of exchange partner.
Singh and Sirdeshmukh, (2000)
3. Positive corporate reputation with guaranteed attributes and functions will establish better customer trust.
Dodds et al., (1991)
PREVIOUS RESEARCHH1-1: Reliability has a significantly
positive influence on trust.
H1-2: Tangibility has a significantly
positive influence on trust.
H1-3: Responsiveness has a significantly
positive influence on trust.
H1-4: Assurance has a significantly
positive influence on trust.
H1-5: Empathy has a significantly positive
influence on trust.
H2: Trust has a significantly
positive influence on purchase
intention
H3: Corporate image will moderate
the influence of trust on purchase
intention.
H3-1: The influence of trust on
purchase intention in high corporate
image situations is greater than in low
corporate image situations.
PROPOSED RESEARCH MODEL
INDEPENDENT VARIABLES DEPENDENT VARIABLES
Service Quality•Tangibility•Reliability•Responsiveness•Assurance •Empathy
Trust Purchase Intention
Corporate Image
Moderating variable
RESEARCH METHODOLOGY AND ANALYSIS
Frequency analysis •To obtain the number of the responses associated with the different value of
variables and express those counts in percentage term
Descriptive analysis•To understand the characteristics of the respondents of variables of interest situation.
Reliability analysis•Used of Cronbach’s alpha value
•If alpha value was higher than 0.70, then it showed that the reliability was high (Osburn, 2000).
Correlation analysis•Pearson’s correlation was adopted
•The closer the absolute value to 1, the stronger the relationship (Taylor, 1990)
Regression analysis•To test the hypotheses
•Proposed moderator and interaction term was adopted for modeator analysis
RESULT AND FINDINGS• Frequency analysis
Gender: Percentage (%)
Male 38.7
Female 61.3
Total 100
Age : Percentage (%)
18-24 9.3
25-34 44.0
35-44 24.7
45-54 22.0
Total 100
Marital status: Percentage (%)
Single 15.3
Married 84.7
Total 100
Employment status: Percentage (%)
Employed full-time 78.7
Employed part-time 8.7
Retired 5.3
Unemployed 6.0
Student 1.3
Total 100
House hold income:
Percentage (%)
Below RM1000 10.7
RM1001-RM3000 31.3
RM3001-RM5000 16.7
RM5001-RM7000 24.7
RM7001 and above 16.7
Total 100
• Descriptive analysis
Variables N Min Max Mean Std. Deviation
Corporate image
150 4.00 5.00 4.7278 0.35991
Service quality
150 4.00 5.00 4.6633 0.35363
Customer trust
150 3.00 5.00 4.6644 0.48925
Purchase intention
150 3.00 5.00 4.6756 0.50048
• Correlation analysis
Service quality
Customer trust
Purchase intention
Corporate image
Service quality
1
Customer trust
0.534** 1
Purchase intention
0.595** 0.399** 1
Corporate image
0.786** 0.384** 0.701** 1
REGRESSION ANALYSIS
• The influence of service quality on trustDependent variables
Service quality Regression coefficient (β)
t value p value
Customer trust
Tangibility 0.276 2.067 0.041
Reliability 0.482 3.239 0.001
Responsiveness 0.034 0.265 0.791
Assurance 0.302 2.416 0.017
Empathy 0.050 0.384 0.702
R²= 0.340 ; Adjusted R²= 0.317 ; N=150 ; F14.832 ; p= 0.000
• The influence of trust on purchase intention.
REGRESSION ANALYSIS
Independent variable
Dependent variable
Regression coefficient
(β)
t value p value
Customer trust
Purchase intention
0.399 5.294 0.000
R²= 0.159 ; Adjusted R²= 0.154 ; N= 150 ; F= 28.029 ; p= 0.000
• The moderating effects of corporate image between the influences of trust on purchase intention
REGRESSION ANALYSIS
Dependent variable
Variables Regression coefficient
(β)
t value p value
Purchase intention
Customer trust
0.597 7.335 0.000
Customer trust
XCorporate
image
0.392 4.821 0.000
R²= 0.274 ; Adjusted R²= 0.264 ; N= 150 ; F= 27.752 ; p= 0.000
Comparison of the moderating effect of high and low corporate image
5.004.504.003.503.00
meanCT
5.00
4.50
4.00
3.50
3.00
mean
PI
Fit line for highcorporate image
Fit line for lowcorporate image
high corporate imagelow corporate image
groupCI
R Sq Linear = 0.051
R Sq Linear = 0.299
Purchase intention
Customer trustCustomer trust
Corporate Image
CONCLUSION
• Different dimensions of service quality will have different levels of influence on customer trust.
• Trust has a significantly positive influence on purchase intention correspond to previous research.
• Corporate image moderate the influence of trust on purchase intention.
• Recommendation:1) Enhance service quality to increase level of customer trust2) Should considered to increase level of customer trust3) Strengthen the corporate image to enhance trust and leads to
purchase intention
THANK YOU