The objective of this research is to determine the relationship between brand image, service quality and price on consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention. The findings also documented that consumers in large retail stores don’t bother prices because consumers consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image and service quality. Normative and informative susceptibility have positive effect on brand image. The recommendations and suggestions are very helpful for managers and operators of large stores. Brand image depends on informative and normative susceptibility.
Table of Contents
1. INTRODUCTION
2. LITERATURE REVIEW
Brand Image
Service Quality
Informative Susceptibility
Normative Susceptibility
Price
Purchase Intention
3. Research Hypothesis and Conceptual Framework
Informative susceptibility and Brand Image
Normative susceptibility and Brand Image
Brand image and purchase intention
4. METHODOLOGY
Sample and Procedure
Instrument and Measures
5. RESULTS AND DISCUSSION
Data Analysis
Demographic Characteristics
Research Objectives and Themes
This research aims to analyze the impact of non-financial factors, specifically brand image and service quality, on consumer purchase intention within large retail stores in Pakistan, while evaluating the role of social and personality-related susceptibility traits.
- Analysis of the relationship between brand image and purchase intention.
- Evaluation of service quality as a driver for consumer store visits and purchasing.
- Investigation of informative and normative social susceptibility on brand perception.
- Assessment of the role of price consciousness in a retail environment.
- Development of a conceptual framework for retail consumer decision-making.
Excerpt from the Book
1. INTRODUCTION
Retail market consists of small retail and large retail stores. Consumers always seek an affective experience in retail environment. The structure of retail market has changed considerably in previous years. A number of retailers have established a significant presence. They have given a new way to purchasing. Several small retailers are transforming themselves to compete successfully with the new large players. The consumers are also shifting to large retail stores for purchasing the products. They select these stores on different bases. So their purchase intention from a particular store depends on the different factors. May be their decision depends upon the references (information) which they get from different sources (friends, media, family and social groups).
Consumers have a great array of products and services information in their mind. This information may come through advertising, friends, peer groups, family and other channels. They use this information in choosing from available offerings to satisfy their needs. So this information is used by the consumers to decide about purchase of particular products and services. That decision also depends on personal factors such as emotions, feelings, personality attributes and fantasies. Consumers want to purchase those brands which are liked or loved by others. A sense of inspiration is always there.
Summary of Chapters
1. INTRODUCTION: Provides an overview of the retail market landscape, the shift toward large retail stores, and the various factors influencing consumer purchase decisions.
2. LITERATURE REVIEW: Examines established theories regarding brand image, service quality, informative/normative susceptibility, price, and their historical impact on consumer behavior.
3. Research Hypothesis and Conceptual Framework: Proposes specific hypotheses relating social influence and brand image to purchase intention, visualized through a conceptual model.
4. METHODOLOGY: Details the quantitative research approach, including the survey design, convenience sampling of 301 consumers, and the adaptation of psychometric scales.
5. RESULTS AND DISCUSSION: Presents demographic data and results from factor analysis and multiple regression to validate the proposed hypotheses.
Keywords
Brand image, Informative susceptibility, Normative susceptibility, Service quality, Consumer purchase intention, Retail stores, Social influence, Market research, Price consciousness, Consumer behavior, Quantitative analysis, Pakistan, Marketing, Decision making.
Frequently Asked Questions
What is the fundamental focus of this research?
The study focuses on determining how brand image and service quality influence consumer purchase intention, specifically within large retail stores in Pakistan.
Which key variables are examined in the study?
The study examines brand image, service quality, price, and consumer purchase intention, along with the influence of informative and normative susceptibility.
What is the primary research goal?
The goal is to determine the relationship between non-financial factors (brand image, service quality) and purchase intention, and how social susceptibility traits affect these perceptions.
What research methodology was employed?
The authors used a quantitative survey-based method, distributing questionnaires to 301 consumers and applying factor analysis and multiple regression for data interpretation.
What does the main body of the paper cover?
It covers a comprehensive literature review, the development of a conceptual model, the statistical methodology used for analysis, and the presentation of empirical findings.
Which keywords best characterize this paper?
Key terms include brand image, informative/normative susceptibility, service quality, purchase intention, and retail consumer behavior.
What were the findings regarding price sensitivity?
Interestingly, the study found an insignificant relationship between price and purchase intention in large retail stores, as consumers generally perceived the store pricing as reasonable.
How does social susceptibility impact brand image?
The results indicate that both normative and informative susceptibility have a positive impact on brand image, suggesting that social influence is a significant factor in brand perception.
What practical implications does this study have for retail managers?
Managers can use these findings to strategically enhance purchase intention by focusing on strengthening brand image and maintaining high standards of service quality rather than relying solely on price competition.
What are the identified limitations and areas for future study?
Limitations include the focus on specific store types; future research could investigate store environment factors, brand loyalty, and impulse buying behaviors.
- Quote paper
- Muhammad Arslan (Author), Rashid Zaman (Author), 2014, Impact of Brand Image and Service Quality on Consumer Purchase Intentions. A Study of Retail Stores in Pakistan, Munich, GRIN Verlag, https://www.grin.com/document/293995
