Final Thesis Presentaion 13-11-2015

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Comprehensive Research MethodologyGroup No 16Supervisor- Dr. Anne Shamini Perera.Co-Supervisor-Mrs. Udanee Samarasinghe.

THE STUDY ON PERCEIVED VALUE, QUALITY AND EQUITY TOWARDS CUSTOMER SATISAFACTION OF NIPPOLAC PAINT

IntroductionGlobal paint and coatings production had been increased by 13% from 2010 to 2012. Demand in Asian countries rise faster than elsewhere, as a percentage it is 50% of the total consumption in the world.

Nippolac Paint Lanka establish in 1979. It is one of the major paint company in sri lanka.

There are huge competition between paint industry in sri lanka. Therefore this research help Nippolac company to identify about the influences of perceived value, perceived quality, and perceived equity on brand satisfaction of Nippolac paints and its impact on customer brand loyalty.W.A.L.D Weerakkodi(BM 12409174)

Research ProblemCurrently, the Nippolac paints is operating in a highly competitive market.

Customer complains and responses towards customer complaints been delay.

Limited researches aimed at conceptualizing the relationship between brand perceived value, quality, equity and brand satisfaction in paint industry.

Nippon Lanka (Pvt) Limited has not conducted this kind of research before.

W.A.L.D Weerakkodi(BM 12409174)

Research ObjectiveGeneral objective To asses the effect of perceived value, perceived quality and perceived equity on brand satisfaction of Nippolac paints. Specific objectives 1. To assess the overall level of brand satisfaction of Nippolac paint products2. To examine the effect of perceived value on Brand Satisfaction.3. To examine the effect of perceived quality on Brand Satisfaction4. To examine the effect of perceived equity on Brand Satisfaction.5. To identify the most influential independent variable that impact on Brand satisfaction. 6. To provide recommendations to the Nippolac company for proper allocation of its resources to enhance the Brand Satisfaction.W.A.L.D Weerakkodi(BM 12409174)

Significance of the studyResearch will help to understand the influences of perceived value, quality, and equity on brand satisfaction of Nippolac paints and its impact on customer brand loyalty.

Nippolac Paint Company to understand how to attract the customer toward brand satisfaction.

This research is significant as marketing leader can learn about new relationship marketing and brand management techniques as the result of an improved understand of customer satisfaction.

provides significant knowledge, guideline and information regarding the brand buying intention as well as brand satisfaction towards Nippolac paint products.

W.A.L.D Weerakkodi(BM 12409174)

Independent VariablesAuthorResearchFindingsBrand SatisfactionHim, Li and Harris2012satisfaction occurs when the performance of a brand meets the expectations of the purchaserPerceived QualityCameron and Sine 2012Include referring quality to the amount of un-priced attributes contained in each unit of price attribute, conformance to requirement , fitness for use and capacity to satisfy want.Perceived Value Zeithaml1988The customer's overall assessment of the utility of a product based on perceptions of what is received and what is given.Brand equity Aaker1996Brand equity is an important intangible asset that has psychological and financial value to the firm. The value of brand equity depends on the number of same people who buy regularly.

Literature ReviewY.D.W Sahabandu(BM 11782100)

CONCEPTUAL FRAMEWORK

Y.D.W Sahabandu(BM 11782100)

Dependent variable

Hypotheses DevelopmentH1: The perceived value of a brand has a positive direct effect on brand satisfaction.

H2: The perceived quality has a positive direct effect on the brand satisfaction.

H3: The perceived equity has a positive direct effect on the brand satisfaction.

Y.D.W Sahabandu(BM 11782100)

Methodology

Y.D.W Sahabandu(BM 11782100)

Research MethodologyPopulation and Sample of the StudyResearch Methods Reliability analysis Pilot Survey

Data Analysis Descriptive statistics analysis.Inferential analysisLimitation & Delimitation

H.N.A Urapola(BM 09780958)

RESULT AND DISCUSSION H.N.A Urapola(BM 09780958)Objective Analysis Objective one Descriptive statistics analysis Mean, Std. Deviation

Objective two Inferential analysis Pearsons r correlation

Objective three Inferential analysis Pearsons r correlation

Objective fourInferential analysis Pearsons r correlation

Objective five Inferential analysis Pearsons r correlation

Objective six Recommendation for Nippolac company.

Objective one: To assess the overall level of brand satisfaction of Nippolac paint products.Descriptive analysis.

Table 4.1 Overall Satisfaction on NippolacOverall SatisfactionFrequencyPercentVery Satisfied (6)228.5Satisfied (5)15760.9Somewhat satisfied (4)6424.8Somewhat dissatisfied (3)114.3Dissatisfied (2)41.6Total258100.0

60.9% of the Respondents were satisfied. 8.5% of them were very satisfied. The overall satisfaction is significantly high. The mean satisfaction score is 4.70 which implies that overall satisfaction towards Nippolac lies between the two levels Satisfied (5) & somewhat satisfied (3).

Objective two: To examine the effect of perceived value on Brand Satisfaction.Table 4.2 Provides the correlation between value and brand satisfaction. Results has been implemented as below.

Objective three: To examine the effect of perceived quality on Brand Satisfaction

H.N.A Urapola(BM 09780958)CorrelationsfunctionsVariableBrand SatisfactionValueQualityEquityPearson CorrelationValue.7501.000.850.752Sig. (1-tailed) Value.000.000.000.000N Value258258258258

CorrelationsFunctionsvariableBrand SatisfactionValueQualityEquityPearson CorrelationQuality.764.8501.000.708Sig. (1-tailed) Quality.000.000.000.000N Quality258258258258

The relationship between value and brand satisfaction is positive strong relationship.Correlation coefficient value of 0.750The relationship between quality and brand satisfaction is positive strong relationship.Correlation coefficient value of 0.764.

Objective four: To examine the effect of perceived equity on Brand Satisfaction.Table 4.3 Explains the relationship between perceived brand equity and brand satisfaction as below.

Objective five: To identify the most influential independent variable that impact on Brand satisfaction.

H.N.A Urapola(BM 09780958)CorrelationsFunctionsVariableBrand SatisfactionValueQualityEquityPearson CorrelationEquity.716.752.7081.000Sig. (1-tailed) Equity.000.000.000.000N Equity258258258258

CoefficientsaModelUnstandardized CoefficientsStandardized CoefficientstSig.95.0% Confidence Interval for BCorrelationsBStd. ErrorBetaLower BoundUpper BoundZero-orderPartialPart1 (Constant).120.232.515.607-.337.577Value.276.102.2072.705.007.075.477.750.167.100Quality.435.081.3845.383.000.276.594.764.320.198Equity.271.054.2895.064.000.166.376.716.303.187a. Dependent Variable: Brand Satisfaction

The relationship between equity and brand satisfaction is positive strong relationship. Correlation coefficient value of 0.716.

The highest influence is indicated by quality at 0.384.Second highest influence is indicated by equity at 0.289.Third is value at 0.207.

Hypotheses Testing

H.N.A Urapola(BM 09780958)

Objective six: To provide recommendations to the Nippolac company for proper allocation of its resources to enhance the Brand Satisfaction. CONCLUSION AND RECOMMENDATIONSD.T.S Perera(BM 12409556)

Managerial Implications and RecommendationsContinuously communicate the updated quality results though IMCT. Public relations , advertising , personal sellingMore focus on the factors affecting the quality of the product. Price policyStore imageAdvertisingBrand imageContinuously monitor quality standards accordance with customer feedbacks. Training and Development programs to the Sales executives, retailers and whole sellers about convincing the exact value to customers Give recognition for the regular customersTry to meet far as possible inherent values of customers. D.T.S Perera(BM 12409556)

ConclusionAll three independent variables are significantly related with the Brand satisfaction of Nippolac.

More contribution for the Brand Satisfaction of Nippolac Paint comes from level of perceived quality on customers minds. D.T.S Perera(BM 12409556)

Future Research Extent the research scope among other geographical areas. North and East

Can extend to any other Industry

Expand the conceptual framework

Can extend the aspects of getting feedbacks from customersOnline QuestionnaireInterviewing etc. D.T.S Perera(BM 12409556)

ReferencesZeithaml. (1998). The international expansion process of MNEs from developing countries: a case study of Thailand's CP Group. Asia Pacific Journal of Management, 15(2), 163-184.Aaker, D. (1991). Capitalizing on the Value of a Brand Name. New York.Ailawadi, K., Donald, R. L., & Scott, A. N. (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing, 4(64), 1-17.Alan Wilson. (2006). Secondary Data. In Market Information and Research (p. 95). Elsevier Limited.Anderson. (1990). A Model Of Distributor Firm and Manufacturer Firm . Journal of Marketing, Vol. 54(1), 42-58.Anderson. (1994). Customer satisfaction, Market share, and Profitability: Findings from Sweden. Journal of Marketing, 53-66.Andreassen, T. a. (1998). Andreassen, T.W. and LiCustomer loyalty and complex services:

Grbz, E. (2008). Retail store branding in Turkey: its effect on perceived quality, satisfaction and loyalty. Journal of Business, 3(3), 286-304.Hamadi, C. (2010). The Impact of Quality of Online Banking on Customer Commitment. .Communications of the IBIMA, 1-8.Hellier, P. K., Geursen, G. M., Carr, R. A., . . . J. A. (2003). Customer repurchases intention: A general structural equation model. European Journal of Marketing, 1762-1800.Hirschey, M., & Pappas, J. (1993). Managerial Economics (Seventh Edition ed.).Holbrook. (1999). Consumer Value: A Framework for Analysis and Research. New York.Housden, M. (2010). Data collection techniques in qualitative reseach. In Marketing Information and Research (pp. 140-141). elsevier.J. C. (1999). The role of perceived risk in the quality-value relationship: a study in a retail environment.". Journal of retailing, 1(75), 77-105.Jackson, K. (1985). Crabgrass frontier: The suburbanization of the United States. Oxford University Press.Joewono TB, K. H. (2007).Kamakura, W., & Russell, G. (1993). Measuring brand value with scanner data. International

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