Irfan Arshad 1

Muhammad Irfan Arshad

Roll No: AX846575
Professor Dr. Syed Hassan Raza
LEVEL: MS (MANAGEMENT SCIENCES)
Date: 30
th
July 2014
ADVANCED RESEARCH METHODS (8701)
SEMESTER: SPRING 2014
ASSIGNMENT No. 1
(Units: 14)
ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD
(Department of Business Administration)
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QUESTION 1: Write philosophical approaches regarding business research; describe
philosophical scientific research with suitable examples.
Research philosophy can be defined as the ways, how the knowledge is created and what is
the nature of that knowledge or how things are in general in the world. Whereas Rresearch
paradigm is defined as basic belief system that guids your investigation.
Epistemology deals with the nature of knowledge. It talks about variety of knowledge.
Ontology is the branch of philosophy that deals with the nature of being.
objectivism social entities exist in reality external to social actors concerned with
their existence
subjectivism social phenomena are created from the perceptions and consequent
actions of social actors concerned with their existence
Methodology is the combination of different techniques that are used by the researcher to
investigate different situations. There are mainly three types:
Positivism is directly associated with the idea of objectivism where scientists give their
viewpoint to evaluate social world with the help of objectivity in place of subjectivity.
Interpretivism or Social Constructionism, where researchers give importance to their beliefs
and value to give adequate justification for a research problem by focusing to highlight the
real facts and figures according to the research problem. Here small sample are used to
evaluate them in detail to understand the views of large people.
Realism mainly concentrates in the reality and beliefs that are already exist in the
environment. Direct reality means, what an individual feels, see, hear, etc. On the other hand,
in critical realism, individuals argue about their experiences for a particular situation.
Axiology is a branch of philosophy that studies judgments about value.
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Research approaches constitute the issue of theory you will, want it or not, base on some
theory when you start your research. You will lean on some earlier knowledge that belong to
some wider contextual framework
Deductive Approach
You develop a theory and hypothesis first and then design a research strategy to test the
hypothesis. Five stages of the deductive research are as follows:
i. deducting a hypothesis from a theory
ii. Operational definition, proposing a relationship between two concepts or variables
iii. testing this operational hypothesis
iv. examining the specific outcome of the inquiry
v. if necessary, modifying the theory in the light of the findings
Characteristics of deduction
It explains causal relationships between variables;
structured methodology -> facilitate replication;
researcher -> independent of what is being observed;
concepts -> operationalised;
reductionism- reduced to the simplest possible elements.
generalisation
Inductive Approach : building theory
Yyou first collect data and develop theory as a result of your data analysis. This approach is
used to formulate a theory by undertaking small samples tounderstand better the nature of the
problem.
Philosophical Scientific Research
Scientific research focuses on solving problems and pursues a step-by-step logical, organized,
and rigorous method to identify the problems, gather data, analyse them, and draw valid
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conclusions therefrom. It is a body of techniques for investigating phenomena, acquiring new
knowledge, or correcting and integrating previous knowledge. Moreover, scientific research
tends to be more objective and subjective and it can be applied to both basic and applied
research.
Hallmarks of Scientific Research
(1) Purposiveness (2) Rigor
(3) Testability (4) Testability
(5) Replicability (6) Objectivity
(7) Generalizability (8) Parsimony
Philosophical approaches to science include Induction, Deduction, falsification and theories
about the way in which research progresses i.e. Methodological (Lakatos and Kuhn).
The Route from observation to explanation
Facts acquired through Universal laws Predictions
Observation and theories and explanation
Inductive processes Deductive processes
Building Blocks of Scientific Research
Induction: inductive reasoning is thinking that moves from specific observations to general
conclusions. It typically involves a very logical analysis and the creation of data that can be
reflected upon by others. A weakness of inductive reasoning is that it depends on the
completeness of the initial observations.
Deduction is a process by which we arrive at a reasoned conclusion by logical generalization
of a known fact.
The Hypothetico-Deductive Method
Seven steps of the process are explained with example as follows:
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(1) Observation: DG Operations of PIFRA observes that newly installed accounting
software is not being used by middle management as expected. Line employees
often approach IT manager or some other expert for help.
(2) Preliminary information gathering: DG, through informal chatting with
managers, finds that they have little information about software, its effectiveness,
time saving etc. Then he obtains data through internet and other literature to
explore information on the lack of use of MIS.
(3) Theory formulation: Based on the information, DG develops a theory
incorporating all the factors concerned.
(4) Hypothesizing: From such a theory, DG generates various Hypotheses for testing
like Knowledge of the usefulness of MIS helps managers to put it to greater use.
(5) Further scientific data collection: A short questionnaire is developed based on
various factors authorised to influence the use of software by managers, such as
extent of knowledge of what software is, how it works, what kind of information it
provides, how to access the required information, and the level of comfort felt by
managers in using computers in general, and finally, how often managers have
used the software during last three months.
(6) Data analysis: Then data obtained through questionnaire is analysed using
mathematical and statistical measures to see what factors prevent the managers
from using the software.
(7) Deduction: Based on the results, DG deduces or concludes that managers do not
use software owing to certain factors. These deductions help the DG to take
necessary actions to rectify the situation, which might include, among other
things, organizing seminars for training managers on the use of computers and
software and its usefulness.
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QUESTION 2: Being a researcher in manufacturing organization, how can you use
business research for improvement of services?
All businesses need to keep improving their products, services and business processes to
anticipate and respond to changing customer needs. Business research is essential for the
survival and growth of your business. It enables you to improve the competitive nature of
your business and reduce your risks. It allows you to identify threats and opportunities in the
market place and provides the information on which you can make informed decisions. It is
applicable to all business areas.
In Accounting budget control system, practices and procedures, inventory costing methods,
accelerated depreciations, time-series behaviour, transfer pricing, cash recovery rates and
taxations are the areas to be researched. In Finance optimal financial ratios, mergers and
acquisitions, leveraged buyouts, yields on mortgages, behaviour of stock exchange becomes
focus of investigation. Management research could encompass study of employees attitudes
and behaviours, HRM, impact of changing demographics, operation management, strategy
formulation, and information systems. Marketing research could address issues pertaining to
product image, advertising, sales promotion, distribution, packaging, pricing, after-sale
services, consumer preferences, new product development.
Manufacturing is entering a dynamic new phase as innovations spark additional demand.
Service inputs (everything from logistics to advertising) make up an increasing amount of
manufacturing. Manufacturing must continue to employ lean and agile techniques to optimize
operations and maximize product availability. Manufacturers must also satisfy shifting
customer and regulatory requirements, drive product and process innovation, and anticipate
the impact of potentially disruptive technologies on their business. Business research delivers
the insight you need to assess your technology portfolio against your business strategy and
help you understand barriers you must address.
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Business research can lead innovations in your business. These may be in terms of new
products and services, improved processes and new ways to interact with your customers.
These innovations can result in greater profits and lower costs. Innovation is also a useful
way to grow your business.
Marketers are facing decline in the sales of the product and they do business research on
"Impact of packaging and shelf positioning on impulse buying behaviour of consumers".
This research will show that why consumers go for impulse buying and how marketers can
get benefit by offering attractive packaging and locating products on front shelves.
Information has become a source of competitive edge, since it may mean success or failure
for businesses. Having no reliable information could spell disaster and could impact your
financial goals. Without reliable information, you may launch products that consumers do not
need or want. Therefore, you must conduct market research, which if done properly, can
provide significant returns for your business.
Research activities to implement the new Information technology can provide the tools for
converting customer requirements and expectations into engineering specifications,
converting specifications into subsystems, faster implementation of new concepts in products,
faster delivery of products to customers, more intimate and detailed interactions with
customers.
Following are some other commonly researched areas for improvement of services:
Just-in-Time systems, continuous improvement strategies, and production efficiencies.
Organizational outcomes such as increased sales, market share, profits, growth and
effectiveness.
Brand loyalty, product lifecycle, and product innovation.
Consumer complaints
Impression Management, logos, and image building.
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Product positioning, modification, and new product development.
Inventory optimization can be used in a predictive nature toward hitting service level
targets.
Such a research helps you to:
Identify new products or services.
Spot or anticipate market trends or changes.
Determine if customers are satisfied, and if not, what is wrong.
Keep one step ahead of your competitors.
Spot trends or warning signals in your own business.
Decide which advertising medium works best for your business.
Keep up to date with new technology in your industry.
Tell you if a new idea is likely to be viable or not, and so on.
QUESTION 3: Explain the epistemology drawn in research design? Discuss
classification of research design with suitable examples.
Epistemology of research design constitutes the way so that requisite data can be gathered
and analysed to arrive at a solution. The research design involves a series of rational decision
making choices regarding purpose of study, types of investigation, the extent of researchers
interference, the study setting, the unit of analysis and the time horizon of the study. The
researched would determine the appropriate decisions to be made in the study design based
on the problem definitions, the research objectives, the extent of rigor desired, and cost
considerations. Research design aids the researcher in the allocation of limited resources by
posing crucial choices in methodology. Research design expresses both the structure of the
research problemthe frame-work, organization, or configuration of the relationships among
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variables of a studyand the plan of investigation used to obtain empirical evidence on those
relationships.
Classification of Designs
A brief discussion of these classifications illustrates their nature and contribution to research.
Degree of Research Question Crystallization
A study may be viewed as exploratory or formal. The essential distinctions between these
two options are the degree of structure and the immediate objective of the study.
Exploratory studies tend toward loose structures with the objective of discovering future
research tasks. The immediate purpose of exploration is usually to develop hypotheses or
questions for further research. The formal study begins where the exploration leaves offit
begins with a hypothesis or research question and involves precise procedures and data
source specifications. The goal of a formal research design is to test the hypotheses or answer
the research questions posed.
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The Purpose of the Study
Keeping in view the purpose of study, it may be either explanatory, descriptive, hypothesis
testing (analytical and predictive), or case study analysis.
Exploratory study is undertaken when not much is known about the situation at hand that
requires extensive preliminary work need to be done to understand the phenomena. For
example, to determine the factors leading to popularity of Imran khan (PTI), there is no data
available in the past so extensive interviews are required for obtaining a good grasp.
Descriptive or formal study begins where the exploration leaves off, it describes the
characteristics of the variables of interest in situation. For example describing characteristics
of a group of employees i.e age, education level, job status, service length. It aims to
understand the characteristics of organization that follow certain common factors.
Hypothesis Testing begins where the exploration leaves off it offers an enhanced
understanding of the relationship that exists among variables by establishing cause-and-effect
relationship underlying both qualitative and quantitative data. For example: sales of a
company will be doubled if money in advertising is doubled.
Case Study Analysis is generally qualitative in nature and is sometimes used as a tool in
managerial decision making involving in depth, contextual analysis of matter.
Method of Data Collection
This classification distinguishes between monitoring and communication processes.
Monitoring includes studies in which the researcher inspects the activities without
attempting to elicit responses from anyone. Traffic counts at an intersection, license plates
recorded in a restaurant parking lot, a search of the library collection are examples of
monitoring. In the communication study, the researcher questions the subjects and collects
their responses by personal or impersonal means i.e interview or telephone, e-mail, fax etc.
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Sara and Jason propose a communication study, using an online survey among owners of
laptops returned after Complete Care servicing.
Researcher Control of Variables
In terms of the researchers ability to manipulate variables, we differentiate between
experimental and ex post facto designs. In an experiment, the researcher attempts to control
the variables in the study. Experimental design is appropriate when one wishes to discover
whether certain variables produce effects in other variables. For example researcher wants to
study the influence of lighting at workplace where lighting is kept controlled and variable.
With an ex post facto design, investigators have no control over the variables; they can only
report what has happened or what is happening.
The Time Dimension
Cross-sectional studies are carried out in which data is gathered just once, perhaps over a
period of days or week. i.e data collected from stock brokers between April and June of last 5
years. Longitudinal studies are repeated over an extended period. The advantage of a
longitudinal study is that it can track changes over time. For example employees behaviour
before and after change is studied.
The Research Environment
Study setting may be contrived and noncontrived; hence designs also differ as to whether
they occur under actual environmental conditions (field conditions) or under staged or
manipulated conditions (laboratory conditions). Correlation studies, conducted in noncntrived
settings, are called field studies. These studies are conducted to establish cause-and-effect
relationship using the same natural environment. For example manager wants to know the
effects of pay on performance by raising salary in one unit and decreasing salary in another
unit. Sometimes simulations become necessary to establish cause-and-effect relationship by
creation of artificial, contrived environment that are called lab experiments. For example a
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bank manager wants to determine the cause-and-effect relationship between interest rate and
inducements it offers to clients to save and deposit money in the bank. Another example
includes dummy account of stock market traders.
Participants Perceptual Awareness
The usefulness of a design may be reduced due to a participants perceptual awareness
when participants believe that something out of the ordinary is happening, they may behave
less naturally. For example, if a retail sales associate knows she is being observed and
evaluatedwith consequences in future compensation, scheduling, or work assignmentshe
is likely to change her performance.
QUESTION 4: Discuss the limitation and delimitation of using probability sampling
involved in research. Elaborate complex probability sampling with suitable examples.
Probability Sampling
When elements in the population have a known chance of being chosen as subjects in the
sample, we resort to a probability sampling design. Probability sampling can be either
unrestricted (simple random sampling) or restricted (complex probability sampling).
Advantages:
i. Since it is done at random, the whole process is unbiased.
ii. This is good to use in smaller populations.
iii. It is a quicker way of achieving information.
Disadvantages:
i. It cannot prevent from bias.
ii. Sampling information from a large population will take too much time and patience.
iii. There is also no guarantee that respondents are actual represents of population.
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Complex Probability Sampling
Keeping in view the impractical nature of simple random sampling, complex probability
sampling design can be used as a viable and more efficient alternative to the unrestricted
design. It is economically more efficient and provides a desired precision at a lower dollar
cost through reduced travel expense and interviewer time. Five most commonly used
alternative probability sampling approaches include Systematic sampling, stratified sampling,
cluster sampling, area sampling and double sampling.
Systematic Sampling
A versatile form of probability sampling where every k th element in the population is
sampled, beginning with a random start of an element in the range of 1 to k.
Population size
K = Skip interval = --------------------------
Sample size
For example if we want a sample of 35 households from a local population of 260 houses,
then we should sample every 7
th
house starting from random number from 1 to 7. Suppose
random number is 7, then houses numbered 7, 14, 21, 28 and so on would be sampled until
35 houses are selected.
Systematic sampling is simple flexible and easy to instruct field workers but sometimes it
suffers from biasness. The only protection against these biases is constant vigilance by the
researcher by randomizing the population before sampling.
Stratified Sampling
Most populations can be segregated into several mutually exclusive subpopulations, or strata;
each stratum is homogeneous internally and heterogeneous with other strata. After a
population is divided into the appropriate strata, a simple random sample can be taken within
each stratum. For example if a restaurant were interested in testing menu changes to attract
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younger patrons while retaining its older, loyal customers, stratified sampling using age and
prior patronage as descriptors would be appropriate. There are three reasons a researcher
chooses a stratified random sample:
to increase a samples statistical efficiency,
to provide adequate data for analyzing the various subpopulations or strata, and
to enable different research methods and procedures to be used in different strata.
The size of the strata samples is calculated with two pieces of information:
how large the total sample should be and
how the total sample should be allocated among strata.
Proportionate versus Disproportionate Sampling: In proportionate stratified sampling,
each stratum is properly represented so that the sample size drawn from the stratum is
proportionate to the stratums share of the total population.
On the other hand disproportionate allocation schemes include judgmentally determined
disproportion based on the idea that each stratum is large enough to secure adequate
confidence levels and error range estimates for individual strata.
Cluster Sampling
If the population divided into groups of elements having heterogeneity among the members
within each group is randomly selected for study then it is called cluster sampling. Two
conditions foster the use of cluster sampling: (1) the need for more economic efficiency (2)
the frequent unavailability of a practical sampling frame for individual elements. For
example, families in the same block (a typical cluster) are often similar in social class,
income level, ethnic origin, and so forth. Concerning single-stage or multistage cluster
designs, for most large-scale area sampling, the tendency is to use multistage designs. Several
situations justify drawing a sample within a cluster, in preference to the direct creation of
smaller clusters and taking a census of that cluster using one-stage cluster sampling.
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Area Sampling
Area sampling design constitutes geographical clusters like countries, city blocks, or
particular boundaries. For example in marketing research activities, naturally occurring
clusters of residents, buyers, students or shops. Such clusters may not have statistical
efficiency because of more homogeneity than heterogeneity.
Double Sampling
A sampling design where initially a sample is used in a study to collect some preliminary
information of interest, and later a sub sample of this primary sample is used to examine the
matter in more detail, is called double sampling. For example a structured might indicate that
a subgroup of the respondents has more insight into the problems of the organization. These
correspondents might be interviewed again and asked additional questions. Thus research
would have adopted a double sampling procedure.
QUESTION 5: Describe data search procedures in detail with suitable examples.
Download at least five (05) well reputed research articles through internet and prepare
a summary identifying and analyzing; problem statement as well as theoretical
framework undertaken by the researchers relating to marketing.
Data collection methods are integral part of research design that include interviews (face-to-
face, telephonic, email), questionnaire, and observations.
Face-to-face interviews provide rich data on complex issues but it may suffer interviewers
biasness. Telephonic interviews are efficient way of collecting data quickly having sample
spread over wide geographical areas but interviewer cant observe the respondent exactly and
respondent may block the call. Personally administered questionnaire with direct interaction
to respondents have 100% response rate but it tends to be expensive tool. These are useful for
collecting data from organizations in close proximity. Mail questionnaire are used for
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dispersed boundaries to reduce the cost of personnel interview. Such method may have low
response rate with less accuracy of information keeping in view less interest of respondent.
Observational studies help to comprehend complex issues through direct observations and
then by asking questions for clarification. Such a date will be rich but expensive and time
consuming as well.
Following are the data search procedures.
1. Data must be recorded in a durable and appropriately by maintaining a catalogue.
2. Ensure research data and materials retained are sufficient to justify research outcomes
and to defend the findings if challenged.
3. Share responsibility for the management of research data and materials
(1) How firms can go wrong by offering the right service contract:
Evidence from a field experiment
Eva Ascarza , Columbia Business School
Electronic copy available at: http://ssrn.com/abstract=2339604
Service firms typically offer customers a menu of pricing plans so that they may select the
appropriate plan. Past evidence suggests that this may not be always the case; often
customers find themselves in tariffs that do not minimize their costs. An increasingly popular
strategy is to recommend plans to customers. This paper examines the effectiveness of this
strategy using a randomized field experiment in which some customers were offered plan
recommendations and some were not. To address these questions, study conducted a large
scale field experiment involving 65,000 customers of a wireless telecommunication service.
Participants were randomly assigned to whether they received an encouragement to switch to
a service plan that was predicted to save them money based on their past behavior (the test
group) or not (the control group). The field experiment was conducted over a 6-month period
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with the recommendation (i.e., reallocation campaign) being given to the participants in the
test group at the end of the third month.
Study results indicated that encouraging customers to switch to cost-minimizing plans can,
surprisingly, harm firm profitability primarily due to an increase in customer churn. Study
proposes two drivers for how the campaign increased churn, namely, by lowering customers
inertia to switch plans and by enhancing customers sensitivity to past overage (i.e., usage
beyond the free allowance). Our data provide empirical evidence for both drivers. By
leveraging the richness of our field experiment, we assess the impact of targeted
encouragement campaigns on customer behavior and firm revenues.
Based on these findings, study discussed conditions under which firms should run this type of
encouragement. By leveraging the richness of our field experiment, we assess the impact on
customer behavior and firm revenue if the company were to run targeted encouragement
campaigns. Based on customer characteristics easily observed by the firm, we identify
segments of customers who should and should not be targeted for such campaigns.
(2) A Diffusion Model for Preannounced Products
Delphine Manceau; Jehoshua Eliashberg ; Vithala R. Rao ; Meng Su
Springer Science+Business Media New York 2013, DOI 10.1007/s40547-013-0003-7
Strategic preannouncement of a new product launch by a firm creates a pent-up demand (or
consumers committed to purchase prior to launch) for the new product. The level of the pent-
up demand depends, among other factors, on the timing and the reputation of the firm
announcing the new product; it is critical in shaping up the diffusion process of the new
product after launch. In this paper, we develop a two-phase diffusion model that describes
both the impact of the announcement on consumers purchase commitments and the diffusion
process since launch starting with a strictly positive number of new product orders. We
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illustrate the empirical performance of the model with an old but classic dataset that captures
both advance purchase orders as well as sales after launch for a new audio CD. We discuss
how our model can guide a firms decision on when to preannounce the introduction of its
new product or technology, relative to the time of launch, so as to maximize the total benefit
during the planning horizon.
In this paper, we focus and analyze one key element of new products launching strategy
adopted by firms in various industriespreannouncementsand analyze its consequences
on the diffusion of the new product.
(3) The market value for product attribute improvements
under price personalization
Garrett P. Sonnier; International Journal of Research in Marketing
Volume 31, Issue 2, June 2014, Pages 168177
Personalization of the marketing mix is a topic of much interest to marketing
academics and practitioners. Using discrete choice demand theory, we investigate the
aggregate market value for product attribute improvements when firms are engaged in
personalized pricing. Our results provide a theoretically grounded rule for how to
aggregate consumer valuations to assess the overall profitability of attribute
improvements under price personalization. Under common pricing, each consumer
contributes the same margin. Profitability of an attribute improvement is thus driven
by inducing more consumers to buy. Consumers with high choice probabilities are
given less weight in the market valuation under common pricing as they are less
responsive to attribute improvements. Under personalized pricing, profitability of an
attribute improvement is driven by extraction of consumer surplus from high
valuation consumers. Consumers with higher valuations, and consequently higher
choice probabilities, are given more weight in the market valuation under
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personalized pricing. Since individual consumers play a more central role in the
market valuation under personalized pricing, estimation of consumer-level valuations
is of increased importance. Under common pricing, the market valuation for an
attribute improvement is robust to extreme estimates of the consumer-level
valuations. Through our theoretical and empirical analyses, we demonstrate that this
robustness does not hold under personalized pricing.
(4) The Secret to Customer Engagement in Social Media Isnt a Secret Anymore
August 2012 issue of Alert! (page 34)
Author: Angelo Ponzi, Director of Client Services at PhaseOne
Social media is not a marketers silver bullet. Angelo Ponzi reminds his readers of this a
few times in the article, The Secret to Customer Engagement in Social Media Isnt a Secret
Any More. What Ponzi means by this statement is that, yes, social media is a powerful tool,
but it is not the elixir for marketers. You cannot simply create a Facebook page or Twitter
account and then sit back and wait for the followers. Successful social media marketing
requires time, effort, and a strategic approach.
Based on a study of 22 brands to identify what drives public engagement with a brand on
social platforms to identify the brands role in the world of social engagement, the author
shares key findings and implications for social media-leveraging marketers (and that is just
about all of them these days, isnt it?).
Ponzi identifies two brands that effectively use social media to drive consumer engagement:
Audi and Red Bull. Both draw consumers in with powerful Me Statements in their
advertisements as well as on their Facebook pages. Ponzi defines a Me Statement as saying
something about consumers in terms of attitudes and personalities; lifestyles and behaviors;
or values.
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Audi, for example, uses advertisements about getting rid of old luxury and bringing in
new luxury. In this case, Audi is positioning itself as the new luxury vehicle, and portrays
itself as a sleek, cutting-edge, modern car. This creates the Me Statement among consumers
that, I live a modern, cutting-edge, and high-end lifestyle. Red Bull, through clever ads,
creates the Me Statement of, I am cool under pressure and can conquer any challenge.
Both of these statements push consumers closer to their idealized selves, and they are more
likely to engage with brands that do so.
Towards the end of the article, Ponzi makes one very important point derived from his
research. While cultivating a strong Me Statement to associate with your brand is very
important, the brands with the strongest social media engagement were those that did not
abandon traditional marketing principles. These principles, including communicating well,
consistency in your messages, and delivering the message in a unique way, are still vital even
as marketing moves more and more towards social media and Me Statements.
(5) CUSTOMERS PREFERENCE FOR PURCHASING PRIVATE LABLE
BRAND (STORE BRAND): A STUDY IN BENGALURU
DR. SARDAR GUGLOTH*; MURALI.L**
International Journal Of Marketing, Financial Services & Management Research
IJMFSMR, Vol.3 (8), AUGUST (2014), pp. 1-17
Purpose The purpose of this paper is to identify attributes influencing customers
willingness to purchase private label products or store brands.
Design/methodology/approach The paper develops a design to investigate the impact of
various attributes related to private labels and the willingness to purchase private label
products in retail stores. A total of 143 respondents completed a questionnaire about
attributes influence them to purchase private label products and willingness to buy the private
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labels. The attributes were developed through the review of literature. Data is analyzed with
analysis of Cochrans Q test to know the proportion of customers willing to purchase private
label product is same across all the attributes of store brands for their usage.
Findings The paper finds that various attributes influence customers willingness to buy
private label brands for their use. The customers buying PLB as they are cost effective and
believing that they are providing value for their money. Unavailability of national brand,
packaging, offers on private label products was the other attributes influencing customers to
purchase private label products for their usage.
Practical implications The results indicate that price is not the only factor influencing
customers willingness to buy new store brands. But price is an important factor to be
considered before pricing the store brand. Therefore, the results encourage retailers to
position store brands also in premium segments, especially for product groups where social
acceptance is important.
Originality/value This paper differs from other papers in the literature in that it analyses
attributes influencing the customers to purchase private label brands. Furthermore, it analyzes
many different potential influencing attributes such as less expensive, offers on PLB ,for
experimentation and trail use ,these are followed by unavailability of national brand,
believing quality in PLB, packaging of PLB low category risk , store image ,suggested by
friends, attractive display and suggested by store staff .
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Usage and Importance of Sources in Social Sciences Research
Introduction to the study
Background situation (in relation with your topic)
Statement of the problem / rationale
Objectives of the study
Research question or hypothesis
Delimitation of the study
Literature review (conduct a mini-literature review, related to opted topic of 4-5
typed pages according to MLA or APA style)
Research design (explain kind of research selected for project)
Data collection (explain the tools used in the collection of the data)
Data analysis strategies (explain the strategies used in the analysis of the data)
Conclusion (base it on the findings of your research)
Recommendations
Bibliography (according to MLA or APA style, for help reach research book and
thesis hand book, as used in the literature review for internal citation.