Impact of Brand Image and Service Quality on Consumer Purchase Intentions. A Study of Retail Stores in Pakistan

Hausarbeit , 2014 , 20 Seiten

BWL - Offline-Marketing und Online-Marketing

The objective of this research is to determine the relationship between brand image, service quality and price on consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention. The findings also documented that consumers in large retail stores don’t bother prices because consumers consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image and service quality. Normative and informative susceptibility have positive effect on brand image. The recommendations and suggestions are very helpful for managers and operators of large stores. Brand image depends on informative and normative susceptibility.

Inhaltsverzeichnis

• INTRODUCTION
• LITERATURE REVIEW
  • Brand Image
  • Service Quality
  • Informative Susceptibility
  • Normative Susceptibility
  • Price
  • Purchase Intention
• METHODOLOGY
  • Research Design
  • Population and Sample
  • Data Collection
  • Data Analysis
• RESULTS AND DISCUSSION
  • Descriptive Statistics
  • Hypothesis Testing
  • Discussion
• CONCLUSION
• RECOMMENDATIONS
• LIMITATIONS
• FUTURE RESEARCH
• REFERENCES

Zielsetzung und Themenschwerpunkte

This research aims to investigate the relationship between brand image, service quality, and price on consumer purchase intention in the context of large retail stores in Pakistan. The study explores the mediating role of normative and informative susceptibility in this relationship.

• Impact of brand image on consumer purchase intention
• Influence of service quality on consumer purchase intention
• Role of price in consumer purchase decision-making
• Mediating effect of normative and informative susceptibility on purchase intention
• Consumer behavior in large retail stores in Pakistan

Zusammenfassung der Kapitel

The introduction provides an overview of the retail market in Pakistan, highlighting the shift towards large retail stores and the factors influencing consumer purchase intention. It discusses the importance of brand image, service quality, and price in shaping consumer decisions.

The literature review delves into the theoretical frameworks of brand image, service quality, informative susceptibility, normative susceptibility, price, and purchase intention. It examines existing research on the relationships between these constructs and their impact on consumer behavior.

The methodology section outlines the research design, population and sample selection, data collection methods, and data analysis techniques employed in the study.

The results and discussion section presents the findings of the empirical analysis, including descriptive statistics, hypothesis testing, and a detailed discussion of the relationships between the variables.

Schlüsselwörter

The keywords and focus themes of the text include brand image, service quality, price, consumer purchase intention, normative susceptibility, informative susceptibility, retail stores, Pakistan, and consumer behavior. The study explores the impact of non-financial factors on consumer purchase decisions in the context of large retail stores in Pakistan, highlighting the importance of brand image and service quality in influencing consumer choices.

• Autoren: Muhammad Arslan (Autor:in), Rashid Zaman (Autor:in)
• Erscheinungsjahr: 2014
• Seiten: 20
• Katalognummer: V293995
• ISBN (eBook): 9783656921448
• ISBN (Buch): 9783656921455
• Sprache: Englisch
• Schlagworte: Brand image, informative susceptibility, normative susceptibility, service quality