Effect of Promotion Distribution Coordination on Brand Competitiveness

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THE EFFECTS OF PROMOTION DISTRIBUTION CO-ORDINATION ON THE BRAND COMPETITIVENESS AND PERCEIVED BRAND IMAGE

Group Leader
ANUM AZHAR (12610)

Group Members

ANUM SAEED (11398)
AFSHAN JALIL (17849)
ASADULLAH LAKHO(11565)
MUHAMMAD YAZDAN AZAM JAFFRI (11565)
NITASHA TAZEEN (11894)

A Research Project submitted in partial fulfillment of the requirements
for the degree of Bachelors of Business Administration
to Iqra University Research Centre (IURC)
at the Iqra University,
Main Campus, Karachi.

Karachi, Pakistan
April 2013

ACKNOWLEDGMENT

This report would have not been possible without the indispensable and amiable help of several individuals who in one way or another contributed and extended their valuable assistance in the preparation and completion of this study. First, and foremost our utmost gratitude to Almighty Allah, for the wisdom and intellectual capacity because of which we were able to complete this research project and It is with immense gratitude that we acknowledge the support and help of our supervisors Dr. M.I Subhani and Dr. Akif Hassan for giving us the opportunity to experience this project. We would further like to express our gratitude to the technical and academic staff of Iqra University Research Centre (IURC) who have responded to our questions and helped us in our research. And last but not the least, we wish to thank our parents and friends who have always been there to support us and help us in completing our work. Without their support and assistance, the completion of this report was not possible.

ABSTRACT

Promotion and distribution are considered as two most essential activities of a business Marketing Mix. Any miscordination leads to difficulties in product penetration and availability, which leads to decline in returns for the company. The study is having a fundamental aim to search the contact of endorsement, allocation, coordination on brand competitiveness and perceived brand image. Although there have been other researches on this issue in the past, but there is very scarce writing available. Two hypotheses were created: There is an effect of promotion distribution coordination on brand competitiveness (H1), there is an effect of promotion distribution coordination on perceived brand image (H2).The research method used was private survey method. For primary data collection sales, brand and Marketing managers from different companies were approached. The Analysis of collected data was done using regression analysis. There is indication that there is a direct relationship between distribution, promotion, and brand image and the same for relationship between promotion-distribution and brand competitiveness. The paper presents the findings drawn, implications and suggestions for further research on such topic.

TABLE OF CONTENTS
S.NO.| DESCRIPTION| PAGE NO.|
1.| ACKNOWLEDGEMENTS………………………………………………| ii| 2.| ABSTRACT………………………………………………………………| Iii| 3| LIST OF TABLES………………………………………………………..| iv-v| 4| LIST OF FIGURES………………………………………………………| Vi| 5.| CHAPTER 1: INTRODUCTION……………………………………… 1.1 Overview………………………………………………………….. 1.2 Problem statement…………………………………………………. 1.3 Hypotheses…………………………………………………………. 1.4 Outline of the Study…………………………………………………. 1.5 Definitions…………………………………………………………..| 1-5 | 6.| CHAPTER 2: LITRATURE REVIEW………………………………….| 6-18| 7.| CHAPTER 3: RESEARCH METHODS………………………………..3.1 Method of Data Collection………………………………………….3.2 Sampling Technique.3.3 Sample Size………………………………………………………….3.4 Instrument of data collection………………………………………...3.4.1 Validity and Reliability test………………………………………..3.5 Research Model Developed…………………………………………3.6 Statistical Technique………………………………………………… | 19-21| 8.| CHAPTER 4: RESULTS……………………………………………….4.1 Findings and interpretation of...
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