K. V. Gayani Krishanthi 419021422 Professional Project Module GDM - PDF document

The influence of Advertising on Consumer Brand Preference: A study on Anti - bacterial Soaps, Sri Lanka K. V. Gayani Krishanthi 419021422 Professional Project Module GDM 406 xxxx Words 05 April 2015

DECLARATION I declare that this Professional Project is an original work carried out by me under the supervision of Ms. Himashi De Silva, Module Tutor and submitted in the partial fulfillment of the requirement for the award of Graduate Diploma in Management. Signature: Name: K. V. Gayani Krishanthi 2

Table of Contents ABSTRACT ................................................................................................................ 8 CHAPTER 01 - INTRODUCTION .............................................................................. 9 1.0 Background ...................................................................................................... 9 1.1 Overview/ Rational.......................................................................................... 10 1.2 Current Situation ............................................................................................. 11 1.3 Problem Statement (or, Research Question) .................................................. 12 1.4 Academic Aims and Objectives ...................................................................... 12 CHAPTER 02 - LITERATURE REVIEW .................................................................. 13 2.0 Introduction ..................................................................................................... 13 2.1 Definition of Advertising .................................................................................. 13 2.2 Attitude towards Advertising ........................................................................... 17 2.3 Advertising and Consumer behavior ............................................................... 18 2.4 Brand and Brand Equity .................................................................................. 19 2.4.1 Brand Awareness .................................................................................. 20 2.4.2 Brand Image .......................................................................................... 21 2.4.3 Brand Association .................................................................................. 21 2.4.4 Perceived Quality .................................................................................. 22 2.4.5 Brand Loyalty ......................................................................................... 22 2.5 Brand Preference ........................................................................................... 23 CHAPTER 03 – METHODOLOGY ........................................................................... 25 3.0 Introduction ..................................................................................................... 25 3.1 Overview of the Research ........................................................................ 25 3.2 Research philosophy and Objectives ....................................................... 26 3

3.3 Research Approach .................................................................................. 28 3.4 Research strategy .................................................................................... 29 3.5 Research methodology ............................................................................. 30 3.6 Time Horizon ........................................................................................... 31 3.7 Data Collection Method............................................................................ 31 3.8 Populations/ Sampling Technique ............................................................ 33 3.9 Pilot Survey .............................................................................................. 34 3.10 Data Analysis .......................................................................................... 34 3.11 Limitations of Research methodology ..................................................... 35 3.12 Ethical approach to research .................................................................. 35 CHAPTER 04 -FINDING AND ANALYSIS ............................................................... 36 4.0 Introduction ..................................................................................................... 36 4.1 Evaluation of the questions ............................................................................. 37 CHAPTER 06 - CONCLUSION AND RECOMMENDATION ................................... 53 5.0 Introduction ..................................................................................................... 53 5.1 Reviews of the research objectives ................................................................ 53 5.2 Key evidence presented in the literature......................................................... 54 5.2.1 Advertising ............................................................................................. 54 5.2.3 Attitudes towards ad .............................................................................. 54 5.2.4 Advertising and consumer behavior ...................................................... 55 5.2.5 Brand awareness ................................................................................... 55 5.2.6 Brand image .......................................................................................... 55 5.2.7 Brand association .................................................................................. 55 5.2.8 Perceived quality ................................................................................... 56 5.2.9 Brand loyalty .......................................................................................... 56 4

5.2.10 Brand Preference ................................................................................ 56 5.3 Key findings and analysis ............................................................................... 56 5.4 Limitations of the research .............................................................................. 58 Recommendations ................................................................................................ 58 CHAPTER 06 - REFERENCES ............................................................................... 60 CHAPTER 7 - APPENDIX ....................................................................................... 80 7.1 Timeline for the Project ................................................................................... 80 7.2 Questionnaire ................................................................................................. 81 7.3 Summary of Literature reviewed ..................................................................... 82 7.4 Project Rationale Table .................................................................................. 83 5

List of Tables Table 2.1.1 – Types of Advertisements .................................................................... 16 Table 2.1.2 – Steps of Advertising influence on consumers .................................... 17 Table 3.2.1 - Comparison of Research philosophy .................................................. 27 Table 3.3.1 - Differences between Deductive and Inductive approach .................... 28 Table 3.4.1 - Benefits and limitations of Descriptive study ....................................... 29 Table 3.5.1 - Benefits and Limitations of Quantitative Research Method ........... Error! Bookmark not defined. 0 Table 3.6.1 - Benefits and Limitation of Cross Sectional Analysis ... Error! Bookmark not defined. 1 Table 3.7.1 - Benefits and limitations of using close ended questionnaire ......... Error! Bookmark not defined. 2 Table 3.8.1 - Benefits and Limitations of Convenience sampling ..... Error! Bookmark not defined. 3 Table 4.1 - Question 01 Analysis ............................. Error! Bookmark not defined. 7 Table 4.2 - Question 02 Analysis ............................. Error! Bookmark not defined. 8 Table 4.3 - Question 03 Analysis ............................. Error! Bookmark not defined. 9 Table 4.4 - Question 04 Analysis ............................................................................. 40 Table 4.5 - Question 05 Analysis ............................................................................. 41 Table 4.6 - Question 06 Analysis ............................................................................. 42 Table 4.7 - Question 07 Analysis ..............................4 Error! Bookmark not defined. Table 4.8.1 - Question 08 Analysis .......................................................................... 44 Table 4.8.2 - Question 08 Analysis .......................................................................... 45 Table 4.8.3 - Question 08 Analysis .......................................................................... 47 Table 4.8.4 - Question 08 Analysis .......................................................................... 48 6