| Collection Title: | SIU IS | | Title : | Buying Behavior and Brand Awareness of Philips Home Appliance in Kathmandu | | Material Type: | printed text | | Authors: | Rusha Shrestha, Author ; Ousanee Sawagvudcharee, Associated Name ; Pravat Uprety, Associated Name | | Publisher: | Bangkok: Shinawatra University | | Publication Date: | 2016 | | Pagination: | viii, 60 p. | | Layout: | ill, Tables | | Size: | 30 cm. | | Price: | 500.00 | | General note: | SIU IS: SOM-MBA-2016-N19
IS [MS. [MBA]] -- Shinawatra University, 2016 | | Languages : | English (eng) | | Descriptors: | [LCSH]Consumers -- Decision purchasing
[LCSH]Customer behavior
| | Abstract: | Creating brand awareness is usually the first step in building advertising objectives& relating it to consumer decision journey. Before we can create a favorable impression or motivate customers to buy, they have to become aware of your brand and its meaning. We see rapid changes in the buying behavior of customers, the way they research and make purchase decision. Understanding such changes merely is of no use unless one is able to adapt and focus their marketing strategy to these evolving market needs. Therefore the pu“Buying Behavior & Brand Awareness of Philips Home Appliances in Kathmandu”rpose of the study is to investigate the relationship between Buying Behavior & Brand Awareness of Philips Home Appliances in Kathmandu valley.
The data used in this study was collected digitally within Kathmandu valley by administering through Google forms. The sample size of 120 consumers with diversified ages, occupation, and family income backgrounds using convenient sampling. The data’s were collected from both primary and secondary sources. The primary data were collected through self-administered questionnaire. The secondary data were acquired through journals, research articles, magazines, newspapers etc. The model developed by speed and (Court,Elzinga, Mulder,&vetvick 2009) was used to explore the relationship brand awareness & buying behavior pattern. Reliability and Validity of data were checked using pilot study conducted among 10 respondents and Cronbach’s Alpha coefficient was calculated to ensure the validity and reliability of research questionnaire. SPSS 20.0 and MS EXCEL were used for the analysis of data.
The sample’s gender balance is quite even with 70% male and 30% female. While the majority of the respondents 87% are those between the ages of 20 to 30 years old. Over 42% of the respondents were involved in service and about 33% respondents were students& 23% of the respondents were self-employed but only 1.7% was unemployed. Over 23% of the respondents had the family income over Rs. 60,000 per month; over 48% of the respondents had the family income in between Rs. 20,001 – 40,000. Whereas, only 10% of the respondents had the family income less than Rs. 20,000 per month.
The significance value correlation value of the eight factors of brand awareness & buying behavior towards home appliances i.e. brand name, price, product features, quality, after sales service, ease of availability, promotional campaigns & celebrity endorsements is 0.215, 0.233, 0.528, 0.547, 0.330, 0.487, 0.523 and 0.181 respectively. Similarly, there was significant relationship between brand name, products quality, after sales service, availability, and promotional campaign, Price & brand preference whereas, there is no significant relationship between Celebrity Endorsement and Brand Preference. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26923 |
SIU IS. Buying Behavior and Brand Awareness of Philips Home Appliance in Kathmandu [printed text] / Rusha Shrestha, Author ; Ousanee Sawagvudcharee, Associated Name ; Pravat Uprety, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2016 . - viii, 60 p. : ill, Tables ; 30 cm. 500.00 SIU IS: SOM-MBA-2016-N19
IS [MS. [MBA]] -- Shinawatra University, 2016 Languages : English ( eng) | Descriptors: | [LCSH]Consumers -- Decision purchasing
[LCSH]Customer behavior
| | Abstract: | Creating brand awareness is usually the first step in building advertising objectives& relating it to consumer decision journey. Before we can create a favorable impression or motivate customers to buy, they have to become aware of your brand and its meaning. We see rapid changes in the buying behavior of customers, the way they research and make purchase decision. Understanding such changes merely is of no use unless one is able to adapt and focus their marketing strategy to these evolving market needs. Therefore the pu“Buying Behavior & Brand Awareness of Philips Home Appliances in Kathmandu”rpose of the study is to investigate the relationship between Buying Behavior & Brand Awareness of Philips Home Appliances in Kathmandu valley.
The data used in this study was collected digitally within Kathmandu valley by administering through Google forms. The sample size of 120 consumers with diversified ages, occupation, and family income backgrounds using convenient sampling. The data’s were collected from both primary and secondary sources. The primary data were collected through self-administered questionnaire. The secondary data were acquired through journals, research articles, magazines, newspapers etc. The model developed by speed and (Court,Elzinga, Mulder,&vetvick 2009) was used to explore the relationship brand awareness & buying behavior pattern. Reliability and Validity of data were checked using pilot study conducted among 10 respondents and Cronbach’s Alpha coefficient was calculated to ensure the validity and reliability of research questionnaire. SPSS 20.0 and MS EXCEL were used for the analysis of data.
The sample’s gender balance is quite even with 70% male and 30% female. While the majority of the respondents 87% are those between the ages of 20 to 30 years old. Over 42% of the respondents were involved in service and about 33% respondents were students& 23% of the respondents were self-employed but only 1.7% was unemployed. Over 23% of the respondents had the family income over Rs. 60,000 per month; over 48% of the respondents had the family income in between Rs. 20,001 – 40,000. Whereas, only 10% of the respondents had the family income less than Rs. 20,000 per month.
The significance value correlation value of the eight factors of brand awareness & buying behavior towards home appliances i.e. brand name, price, product features, quality, after sales service, ease of availability, promotional campaigns & celebrity endorsements is 0.215, 0.233, 0.528, 0.547, 0.330, 0.487, 0.523 and 0.181 respectively. Similarly, there was significant relationship between brand name, products quality, after sales service, availability, and promotional campaign, Price & brand preference whereas, there is no significant relationship between Celebrity Endorsement and Brand Preference. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26923 |
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