Factors Influencing Consumers Purchase Intentions of Buying Branded Butter.

Topics: Pearson product-moment correlation coefficient, Consumer theory, Correlation and dependence Pages: 16 (4114 words) Published: February 15, 2012
Term paper Proposal

Semester: fall 2011

Proposed Title
Factors influencing consumers purchase intentions of buying branded Butter.

Table of Contents
1.1.Background and rationale of the study:4
1.2.Problem Statement:4
1.3.Research Objectives:4
1.4.Research questions:5
1.5.Delimitations of the study:5
2.Literature review6
2.1.Concepts and Definitions6
2.2.Theoretical reflections6
2.3.Substantiating evidences from the literature7
2.4.Critical analysis of the literature8
3.Theoretical/conceptual framework (Hypothesis)9
3.1.Dependent variable:10
3.2.Independent variables:10
4.Research Methodology13
4.1.Sample selection13
4.2.Population frame13
4.3.Unit of analysis13
4.4.Type of study13
4.5.Time horizon13
4.6.Researcher’s strength14
4.7.Instrument development/selection14
4.8.Proposed data collection procedures14
4.9.Proposed data analysis techniques (nvivo thematic,)14
6.Key Findings19

1. Introduction:

1.1. Background and rationale of the study:
Butter is a substitute of the main ingredient milk and was considered one of the essential food item till the previous century. It was reckoned as the symbol of providing strength for daily day activities, and upbringing of healthy offspring’s. However, this trend is gradually dying out, and being made outdated by the current day synthetic nutritious products. This research will lend a hand in identifying those factors, which are considered important by the customer while choosing a specific brand of butter. Moreover, findings of this study will help out the producers of butter in knowing the factors that influence the buying decision of customers regarding the selection of butter which could lead to better branding and marketing of this product by the producers.

1.2. Problem Statement:

As producers in today’s extensive marketing environment along with brand differentiation focus on aggressive marketing strategies to make their product stand out and sell in the market. Today’s butter brands are exhausting out of those marketing strategies, unaware of the factor people buy butter for, along with substitutes overshadowing. 1.3. Research Objectives:

To see the customer behavior towards the specific brand depending upon the quality, taste and trends and price of the product. Objectives of the research summarize what is to be achieved by the study. Following are the objectives of research: 1. To study the perceived quality of a brand in the mind of customer. 2. To study extent of being loyal towards a brand of butter. 3. To identify the way of presenting butter in the eyes of customer. 4. To study the knowledge of customer about a brand of butter.

1.4. Research questions:
* Do customer bothers the brand of a specific eatable?
* Does packaging effects the purchasing behavior?
* Do they care about the price?

1.5. Delimitations of the study:
We will gather our data through questionnaire but there are some other ways too for analysis such as interviews, focus groups etc. May be the sample size we are taking is much more strong financially that is why they might not care about the price.

1. Literature review

2.6. Concepts and Definitions
To make the decision of purchasing, According to research consumers take into account criteria such Quality, Price, and Quality of packing. These four factors initially develop positive or negative attitude towards the product, then it will affect the purchase decision of the product whether to buy or not. Attitude describes a person`s relatively consistent evaluations, feeling, and tendencies toward an object or idea. Attitudes put people into a frame of mind of liking or disliking things, of moving towards or away from them. 2.7. Theoretical reflections

S.C.F Iop, E....

References: Chen, L.-Y. L.-S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions. Journal of Consumer Marketing , 23/5, 248–265.
Marmorstein, J. W. (1987). The Effects of Frequency Knowledge on Consumer Decision Making. The Journal of Consumer Research , Vol. 14, No. 1, 14-25.
S.C.F Iop, E. T. (2006). Consumer research: extrinsic. British Food Journal , Vol. 108 No. 11, 894-903.
SIDEK, W. F. (2008). Influence of Brand Loyalty on Consumer Sportswear. Journal of Economics and Management , 221-236.
Sivakumar, K. (1995). Role of Price and Quality Tiers on the Cluster Effect in Brand Choice. Marketing Letters , Vol. 6, No. 4, 265-273.
Speece, P. S. (2004). Packaging and purchase decisions. British Food Journal , Vol. 106 No. 8, 607-628.
Speece, P. S. (2007). The importance of packaging attributes. European Journal of Marketing , Vol. 41 No. 11/12, 1495-1517.
Vila, O. A. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing , 23/2, 100-112.
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