Paper Title :Impact Of Associated Product Grouping On Consumer Perception About Brand Alliance: In The Context Of A Developing Country
Author :Muhammad Ali Yab, Muhammad Ilyas
Article Citation :Muhammad Ali Yab ,Muhammad Ilyas ,
(2015 ) " Impact Of Associated Product Grouping On Consumer Perception About Brand Alliance: In The Context Of A Developing Country " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 1-7,
Volume-1,Issue-5
Abstract : This research paper studies the impact of associated product grouping on consumer perception about brand
Alliance, in the context of a developing country like Pakistan. The dependent variable is brand alliance on consumer
perception. The following variables are selected as predictors: usage condition, identity of the user and purchase
principle.The study was designed to test the hypotheses through measuring the dimensions of Brand Alliance Consumer
Perception. A structured questionnaire was used to collect data in a survey involving customers purchasing different
products. This describes the involvement of the customer and their alliance to certain products, the type of purchase they are
making. The product’s usage condition and the identity of the user are mainly focused. The study sample of 250 customers
was taken from the one big city of Pakistan that is Lahore. Nature of study was quantitative and survey based empirical
evidence to apply the Pearson correlation, and regression tests to test the hypotheses.ANOVA has been used as the statistical
technique used in studying the relationship between the associated product grouping and Brand alliance consumer perception
scenario. It was found that usage condition, identity of the user and purchase principle has a significant impact on the brand
alliance on consumer perception.The research study was limited to only one city that is Lahore with restricted
sample.Further research on this topic is open as more and more variables can be used to evaluate brand alliance consumer
perception.The study should have vital practical implications for practicing managers and marketing strategists in the
industry.The research paper aimed to comprehend the effects of associated product grouping on customer responses about
brand alliance in the context of a developing country like Pakistan. This study should deliver valuable information for the
organizations who desire to develop brand alliance for their products.
Keywords- Associated Product Grouping, Brand Alliance, Consumer Perception, Customer,Identity of the User, Purchase
Principles, Usage Condition.
Type : Research paper
Published : Volume-1,Issue-5
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-2280
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Published on 2015-06-16 |
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