Marketing Quantitative Research

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Lancaster University|
MKTG210 assignment
|
Quantitative research analysis of LIDL and Kelloggs breakfast cereal products| YIN SHIHAO 32979029

LU
2013/1/13
|

CONTENT PAGE
Executive Summary p2 Introduction P2 Literature review p2-3 Sample profile p3 Mean difference p6 Regression analysis p6-7 Discussion p7-8 Conclusion p9 Reference p10-11 Appendix p12-18

Executive Summary
The objective of this report is to present the acknowledgement about the role and impact of perceived value on the formation of consumers’ brand equity to LDIL’s marketing manager by presenting the quantitative data analysis and interpretation of the consumer’s value perception across the LDIL’s own branded cereal breakfast products and Kellogg’s cereal breakfast products. The data used in this report are all collected from LUMR database on the behalf of LDIL, which is mainly consist by a research questionnaire result aim to determine the influence of perceived value factors on the consumers’ brand equity perception.

1.a Introduction

LUMR published a quantitative research and questionnaire aim to determine the differences in consumers’ value perceptions across LIDL’s own (Crownfield) brand and Kellogg’s branded cereals and to establish which perceived value factors influence consumers’ brand equity perceptions. Within this study, the conception of perceived value (PV) and brand equity (BE) are applied. A major analysis within this research is focused to discover the differences of PV influence on consumers’ BE across the two company LIDL (Crownfield) and Kellogg. This report will first give a theoretical overview about the nature of perceived value and brand equity. Secondly the sample profile will be briefly discussed. A descriptive analysis will discuss the mean scores differences in the perceived value and brand equity variables across type of brand of LDIL and Kellogg’s cereal breakfast products. Then will followed by two regression analyses which explore the role of perceived value factors in explaining brand equity for both Kellogg’s and (separately) for LIDL’s own brand. Finally a discussion and implication section of the report will be given, and there will also mention the research limitation in this part.

1.b The literature review of brand equity and Perceived value. Brand equity is the incremental utility or value added to a product by its brand name (Farquhar, Han, and Ijiri 1991; Kamakura and Russell 1993; Park and Srinivasan 1994; Rangaswamy, Burke, and Oliva 1993), according to Aaker’s conceptualised framework (1991), it has proposed that brand equity creates value for both firm and costumer. It appears in many fields like merger and acquisition decision making (Mahajan, Rao, and Srivastava 1994), stock market responses (Lane and...
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