effect of brand image
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Brand Image
BUSINESS RESEARCH
METHODS
TERM REPORT
PRESENTED TO:MR. HUMAIR HASHMI
PRESENTED BY:SADIA IRSHADSOHAIL AHMAD
IMRAN KHAN AFRIDI
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AFFECT OF BRANDIMAGE ON SALES OF
COROLLA
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TABLE OF CONTENTS
1.Executive Summary------------------------- 4
2.Introduction----------------------------------- 5
3.Methodology---------------------------------- 9
4.Results------------------------------------------ 11
5.Discussion------------------------------------- 19
6.Acknowledgements-------------------------- 20
7.References------------------------------------- 21
8.Table of contents 2-------------------------- 22
9.Appendix-------------------------------------- 23
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EXECUTIVE SUMMARY
The topic of our research is, relationship between brand
image and sales of Toyota Corolla cars. We have conducted
this research to find the relation between the independent
variable (brand image) with the sales of Toyota Corolla cars.
We have proved the null hypothesis wrong. As the research
show a positive relation between the independent variable
and dependent variable.
The sample size used is 100 choosing 40 respondents from
one stratum and 60 respondent from another stratum. The
respondents of study were selected randomly from two
strata (Defence, Illama Iqbal Town) selected from the city of
Lahore.To control the intervening variables randomization
was used.
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By using two tailed t testing and taking 95% confidence
interval it is clear that brand image has affect on the sales of
Toyota Corolla cars and it enables us to reject our null
hypothesis that was there is no relationship between the
brand image and sales of Toyota Corolla cars.
This information can be useful for the Toyota Indus Motor
company to improve their brand image by giving more and
more valve to Corolla cars. At the same time they can
improve other variables( price, spare parts, quality, and
resale value) to generate more and more sales and to beat
thrie competitors with the help of high brand image.
INTRODUCTION
Problem
This research was conducted to find out the relationship
between brand image and the sales of Toyota Corolla
cars.
We have used the field study method for our research. This
method was most suited to our area of study because
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relevant information could be gathered in the actual
environment.
Various researches have been conducted in the past that
concluded that brand image has an affect on the sales of
cars. So, we are going to find out that is Toyota Corolla has
brand image and if it has then what will be the affect on
sales.
Background
Creating a powerful corporate brand image, a market
discipline for the 21st century (Steven Howard). If the people
in the market sector didnt necessarily warned the image, no
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matter how good a product it was attracted to (BBC News).
Kia works to bolster its brand image (Automotive News,
2001). Creating a brand communication means building and
consummating the trust with your customer. The customer
rewards this trust by repurchasing and advocacy of your
brand (Sachin Mehta).
This is not only applying on the car companies that brand
image affect the sales. It even applies on the all kind of
companies. The purpose of this research is to convey the
customers point of view to the car manufacturing
companies. So that after getting all information, managers
could change the strategies and the polices to increase the
sales. We hope that car manufacturing companies will
benefit from our research.
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Rationale
We have studied the relation between brand image and the
sales of Toyota Corolla cars. We conducted the research to
find out relationship between brand image and sales of
corolla cars.
THEORETICAL FRAMEWORK
Independent Variables: Brand Image
Dependent Variable: Sales of Toyota Corolla cars
Intervening Variables: Spare Parts, Resale Value,
Advertising, Price, Income Level, and Leasing
Independent Variable Dependent
Variable
Intervening Variables
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Brand
Media, Spare Parts,Price, Income Level
Sales of
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We expect that brand image has affect on sales of corolla
cars. Because the past researches proved it that the brand
image has the affect on the sales of the cars. We made sure
that we went to the area of study at the most appropriate
timing so that to interact with the respondents personally
while getting the responses of questions asked. Questions
will be asked under friendly conversation. Here is the
hypothesis of study.
Null Hypothesis
There is no relationship between the brand image and
the sales of Toyota Corolla car.
Alternative Hypothesis
There is a relationship between the brand image and
the sales of Toyota Corolla cars.
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METHODOLOGY
Subject
People belonging to the different classes (Upper, Middle )
were the subjects of the study. However the sample size of
our research was 100. The sample size is determined by the
practical method. Selection of the subjects from sample was
determined by Stratified random sampling in Lahore. We
randomly chose 6 naturally occurring strata. We had
chosen the two strata randomly. Then select 40
respondents from one stratum (Defence) and 60
respondents from another (Illama Iqbal Town).
The two strata identified are:
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1. Defence - Residents
2. Illama Iqbal Town Residents
Apparatus
We have used the questionnaire to gather the data. The
questionnaire was carefully designed under the inspection of
course instructor. The questionnaire contained eight
questions as can be seen in the Appendix. All the questions
were close-ended questions to save the time of respondents.
The questions asked related to brand image and sales of
corolla cars. The aim is to find out the affect of brand image
on the sales. questionnaire were personally distributed and
collected. The procedure gives a detail how the results were
interpreted.
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Procedure
For our research the sample size was 100 and we randomly
chose 2 stratas and chose 40 respondents from one stratum
(Defence) and 60 respondents from another stratum (Illama
Iqbal) randomly. We randomly choose 40 from Defence
because geographically Defence is smaller than IllamaIqbal
town. ed. Further a friendly conversation explaining the
reason of study was done wherever the questionnaire was
personally administered. The questionnaire greeting assured
that respondents information would not be shown to anyone
and ended with a greeting and thank you note.
RESULTS
Table 1
DO YOU OWN A CAR?
Frequency Percent
YES 87 87.0
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NO 13 13.0
TOTAL 100 100.0
Table 1 shows that 87% people own a car and 13% peopledo not own a car.
Table 2
WHICH CAR COMPANY HAS HIGH BRAND IMAGE?
Frequency Percent
Toyota 65 65.0
Suzuki 12 12.0
Honda 23 23.0
Total 100 100.0
Table 2 shows that 65%people say that Toyota company has high brand image and 12%
people says that Suzuki has high brand image and 23% people says that Honda has high
brand image. Mostly people say that Toyota has high brand image.
Table 3
WHY YOU PREFER THE BRAND
Frequency Percent
Price 7 7.0
Quality 15 15.0
Resale 9 9.0
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Performance
9 9.0
Price andquality
5 5.0
Price and
resale
23 23.0
Price andperforma
nce
3 3.0
Qualityand
resale
20 20.0
Qualityand
performance
7 7.0
Resaleand
performance
2 2.0
Total 100 100.0
Table 3 shows that7% people prefer price to buy a brand and
15% people prefer quality to buy a brand and 9% people
prefer resale value to buy a brand and 9% people prefer
performance to buy a brand and 5% people prefer price and
quality, 23% prefer price and resale, 3% people prefer price
and performance, 20% people prefer quality and resale
value, 7% people prefer quality and performance, 2% people
prefer resale value and performance to buy a brand. It shows
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that price, quality and resale value are affect the sales of a
brand.
Table 4
DO YOUR FRIENDS INSISTS YOU TO BUY A TOYOTA COROLLACAR?
This table 4 shows that 64% people buy a Toyota Corolla
because of the word of mouth and 36% people have their
own opinion to buy a Toyota Corolla car. This table shows
that mostly people buy a Toyota Corolla because of the word
of mouth which means that brand image affect the sales of
the Toyota Corolla Car.
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Frequency Percent
Yes 64 64.0
No 36 36.0
Total 100 100.0
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Table5
DO YOU THINK THAT SPARE PARTS OF TOYOTA ARE EASILY
AVAILABLE IN THE MARKEK?
Frequency Percent
Strongly Agree 57 57.0
Agree 40 40.0
Neutral 3 3.0
Total 100 100.0
Table 5 shows that 57% people are strongly agreed that
spare parte of the Toyota Corolla are easily available in the
market and 40% people agree that spare parts are easily
available in the market and 3% people are neither agree nor
disagree of this statement.
Table6
DO YOU THINK THAT TOYOTA COROLLA HAS HIGH BRANDIMAGE?
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Frequency Percent
Yes 99 99.0
No 1 1.0
Total 100 100.0
Table 6 shows that 99%people says that Toyota Corolla has
high brand image and 1% people says that Toyota Corolla do
not have high brand image. So mostly people agreed that
Toyota Corolla has a high brand image.
Table7
IS BRAND IMAGE HAS AN AFFECT ON YOUR BUYINGDECISION
Frequency Percent
Yes 82 82.0
No 18 18.0
Total 100 100.0
Table 7 shows that 82% people say that brand image affect
the sales of Toyota Corolla cars and 18% people says that it
is not right. . It is the main question on which our research is
revolving around.
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Table8
WHAT IS YOUR AVERAGE INCOME PER MONTH (RS)?
Frequency Percent
Less then10,000
1 1.0 1.0
10,001 to20,000
6 6.0 6.0
20,001 to30,000
15 15.0 15.0
30,001 to40,000
22 22.0 22.0
40,001 to50,000
12 12.0 12.0
50,001to60,000
17 17.0 17.0
60,001 to70,000
11 11.0 11.0
70,001 to 7 7.0 7.0
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80,000
80,001 to90,000
6 6.0 6.0
90,001 to100,000
3 3.0 3.0
Total 100 100.0 100.0
Table 8 shows that 1% people have their income less than
10,000 and 6% people have income between 20,001 to
30,000,16% people have between 20,001 to 30,000, 22%
people have income between 30,001 to 40,000, 12% people
have income between 40,001 to 50,000, 17% people have
income between 50,001to 60,000, 11% people have income
between 60,001 to 70,000, 7% people have income between
70,001 to 80,000, 6% people have income between 80,001to 90,000, and 3% people have income between 90,001 to
100,000.
STATISTICS
t df Sig. (2-
tailed)Mean
Difference95% ConfidenceInterval of the
Difference
Lower Upper
Do you own a car 3.846 99 .000 .1300 6.293E-02 .1971
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Which carcompany has highbrand image
6.880 99 .000 .5800 .4127 .7473
Why do you prefer
the brand
16.516 99 .000 4.2700 3.7570 4.7830
Do your friendsinsist you topurchase a Toyotacorolla car
7.462 99 .000 .3600 .2643 .4557
Do you think thatspare parts ofcorolla easilyavailable in the
market
8.242 99 .000 .4600 .3493 .5707
Do you think thatcorolla hasa high brandimage
1.000 99 .320 1.000E-02 -9.8422E-03
2.984E-02
Is brand imagehas an affect onyour buyingdecision
4.662 99 .000 .1800 .1034 .2566
What is youraverage incomeper month (Rs)
20.142 99 .000 4.2500 3.8313 4.6687
This table shows the results of one sample t test. This table provides
evidence that Toyota corolla has high brand image (t 1.000) and has an
affect on the sales of Toyota corolla cars. Level of significant is (.320). We
used SPSS software to find results related to statistics.
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DISCUSSION
The aim of our research is to find out weather brand image
has an affect on the sales of Toyota Corolla cars. We have
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proved the null hypothesis is rejected and the alternative
hypothesis has been accepted.
There is a relationship between brand image and the sales of
Toyota Corolla. This has been proved in the literature review
before and we have got the same results to prove it.
From our research we have concluded that there are some
other variables that may affect the sales of the Toyota
Corolla e.g.
Quality
Resale Value
Spare Parts
Performance
Car companies should concentrate more on these in order to
increase the sales.
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ACKNOWLEDGEMENTS
WE WANT TO TAKE THIS OPPORTUNITY TO THANK OUR
COURSE INSTRUCTOR MR. HUMAIR HASHMI WHO GUIDED US
IN EVERY STEP OF OUR RESEARCH.
WE WOULD ALSO LIKE TO SAY SPECIAL THANKS TO ALL THE
PEOPLE WHO COPERATED WITH US TO CONDUCT THIS
RESEARCH.
AND LAST BUT NOT THE LEAST WE WOULD LIKE TO THANK
OUR BELOVED PARENTS FOR ALLOWING US TO WORK
EDNLESS HOURS LATE ALL NIGHT LONG TO COMPLETE OUR
RESEARCH. WITHOUT THEIR SUPPORT THIS RESEARCH
WOULD NOT HAVE BEEN POSSIBLE.
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REFERENCES
Joe M, (1996) Image Marketing, NTC Business Books.
Kapferer, J (1992), Strategic Brand Management,
Biddles Ltd, Guildford & kings Lynn.
Philip Kotler, (2000), Marketing Management, Prentice
Hall International, INC.
BBC News, Tuesday, 2 May 2000, you are in business.
John.A, Sales Behavior And Brand Image, (21,06,2001)
Michaeld.E, Bruce.J, Willam.J, Marketing, Mc-Graw-Hill
Companies, INC, Pg.241
Kevin.M, Brand New Game, jan30, 2001.
James.F, The Power Of Brand Image, Ma16,
1996,[email protected]
Amna.K & Sanjay.S, The Ownership Effect In Consumer
Response, (1999), Journal Of Marketing, NewYark.
Sachin.M, ABrand Speaks For itself, JBIMS.
Susan p.D,Global Marketing Strategy, Mcgraw-Hill,
International Editions,Pg.193.
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AppendixFrequency tables
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Do you own a car?
13.0%
87.0%
No
Yes
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Which car company has high brand image?
23.0%
12.0%
65.0%
Honda
Suzki
Toyota
why do you prefer the brand?
2.0%
7.0%
20.0%
3.0%
23.0%
5.0%
9.0%
9.0%
15.0%
7.0%
Resale and Performan
Quality and Performa
Quality and Resale
Price and Performanc
Price and Resale
Price and Quality
Performance
resale
Quality
Price
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Do you think that spare parts of corolla easily available in the market
3.0%
40.0%
57.0%
Neutral
Agree
Strongly Agree
Do you think that corolla has a high brand image?
1.0%
99.0%
No
Yes
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Is brand imge has an affect on your buying decision?
18.0%
82.0%
No
Yes
What is your average income per month(Rs)?
3.0%
6.0%
7.0%
11.0%
17.0%
12.0%
22.0%
15.0%
6.0%
1.0%
90,001 to 100,000
80,001 to 90,000
70,001 to 80,000
60,001 to 70,000
50,001to 60,000
40,001 to 50,000
30,001 to 40,000
20,001 to 30,000
10,001 to 20,000
Less then 10,000
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QUESTIONNAIRE
Dear Participants,
This questionnaire is designed to check the affect of brand
image on the sales of Toyota corolla cars. The information you
provide will help us. Because you are the one who can give us
correct information of how you experience brand image. We
request you to respond to the questions frankly and honestly.
1.) Do you own a car?
YES NO
2.) According to your view which car company has high
brand image.
Toyota Suzuki Honda
Nissan
3.) Why do you prefer the brand?
Price Quality Resale Value
Performance
4.) Do your friends insist you to purchase a Toyota Corolla
car?
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YES NO
5.) Do you think that spare parts of Toyota Corolla cars are
easily available in the market?
Strongly Agree Agree Neutral Disagree Strongly Disagree
6.) Do you think that Toyota Corolla has a high brand image?
YES
NO
7.) Is brand image has an affect on your buying decision?
YES NO
8.) What is your average income per month (In Rs.)?
Less than 10,000 10,001 to
20,000
20,001 to 30,000 30,001 to
40,000
40,001 to 50,000 50,001 to
60,000
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60,001 to 70,000 70,001 to
80,000
80,001 to 900,000 90,001 to
100,000
Thank you very much for your time and cooperation. We
greatly appreciate your help in conducting this research.
Above