The influence of Advertising on Consumer Brand Preference...

The influence of Advertising on Consumer Brand

Preference: A study on Anti-bacterial Soaps, Sri Lanka

K. V. Gayani Krishanthi

419021422

Professional Project

Module GDM 406

xxxx Words

05 April 2015

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DECLARATION

I declare that this Professional Project is an original work carried out by me under

the supervision of Ms. Himashi De Silva, Module Tutor and submitted in the partial

fulfillment of the requirement for the award of Graduate Diploma in Management.

Signature:

Name: K. V. Gayani Krishanthi

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Table of Contents

ABSTRACT ................................................................................................................ 8

CHAPTER 01 - INTRODUCTION .............................................................................. 9

1.0 Background ...................................................................................................... 9

1.1 Overview/ Rational.......................................................................................... 10

1.2 Current Situation ............................................................................................. 11

1.3 Problem Statement (or, Research Question) .................................................. 12

1.4 Academic Aims and Objectives ...................................................................... 12

CHAPTER 02 - LITERATURE REVIEW .................................................................. 13

2.0 Introduction ..................................................................................................... 13

2.1 Definition of Advertising .................................................................................. 13

2.2 Attitude towards Advertising ........................................................................... 17

2.3 Advertising and Consumer behavior ............................................................... 18

2.4 Brand and Brand Equity .................................................................................. 19

2.4.1 Brand Awareness .................................................................................. 20

2.4.2 Brand Image .......................................................................................... 21

2.4.3 Brand Association .................................................................................. 21

2.4.4 Perceived Quality .................................................................................. 22

2.4.5 Brand Loyalty ......................................................................................... 22

2.5 Brand Preference ........................................................................................... 23

CHAPTER 03 – METHODOLOGY ........................................................................... 25

3.0 Introduction ..................................................................................................... 25

3.1 Overview of the Research ........................................................................ 25

3.2 Research philosophy and Objectives ....................................................... 26

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3.3 Research Approach .................................................................................. 28

3.4 Research strategy .................................................................................... 29

3.5 Research methodology ............................................................................. 30

3.6 Time Horizon ........................................................................................... 31

3.7 Data Collection Method............................................................................ 31

3.8 Populations/ Sampling Technique ............................................................ 33

3.9 Pilot Survey .............................................................................................. 34

3.10 Data Analysis .......................................................................................... 34

3.11 Limitations of Research methodology ..................................................... 35

3.12 Ethical approach to research .................................................................. 35

CHAPTER 04 -FINDING AND ANALYSIS ............................................................... 36

4.0 Introduction ..................................................................................................... 36

4.1 Evaluation of the questions ............................................................................. 37

CHAPTER 06 - CONCLUSION AND RECOMMENDATION ................................... 53

5.0 Introduction ..................................................................................................... 53

5.1 Reviews of the research objectives ................................................................ 53

5.2 Key evidence presented in the literature......................................................... 54

5.2.1 Advertising ............................................................................................. 54

5.2.3 Attitudes towards ad .............................................................................. 54

5.2.4 Advertising and consumer behavior ...................................................... 55

5.2.5 Brand awareness ................................................................................... 55

5.2.6 Brand image .......................................................................................... 55

5.2.7 Brand association .................................................................................. 55

5.2.8 Perceived quality ................................................................................... 56

5.2.9 Brand loyalty .......................................................................................... 56

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5.2.10 Brand Preference ................................................................................ 56

5.3 Key findings and analysis ............................................................................... 56

5.4 Limitations of the research .............................................................................. 58

Recommendations ................................................................................................ 58

CHAPTER 06 - REFERENCES ............................................................................... 60

CHAPTER 7 - APPENDIX ....................................................................................... 80

7.1 Timeline for the Project ................................................................................... 80

7.2 Questionnaire ................................................................................................. 81

7.3 Summary of Literature reviewed ..................................................................... 82

7.4 Project Rationale Table .................................................................................. 83

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List of Tables

Table 2.1.1 – Types of Advertisements .................................................................... 16

Table 2.1.2 – Steps of Advertising influence on consumers .................................... 17

Table 3.2.1 - Comparison of Research philosophy .................................................. 27

Table 3.3.1 - Differences between Deductive and Inductive approach .................... 28

Table 3.4.1 - Benefits and limitations of Descriptive study ....................................... 29

Table 3.5.1 - Benefits and Limitations of Quantitative Research Method ........... Error!

Bookmark not defined.0

Table 3.6.1 - Benefits and Limitation of Cross Sectional Analysis ... Error! Bookmark

not defined.1

Table 3.7.1 - Benefits and limitations of using close ended questionnaire ......... Error!

Bookmark not defined.2

Table 3.8.1 - Benefits and Limitations of Convenience sampling ..... Error! Bookmark

not defined.3

Table 4.1 - Question 01 Analysis ............................. Error! Bookmark not defined.7



Table 4.4 - Question 04 Analysis ............................................................................. 40



Table 4.7 - Question 07 Analysis ..............................4Error! Bookmark not defined.

Table 4.8.1 - Question 08 Analysis .......................................................................... 44




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Table 5.5 - Recommendations ................................................................................. 57

List of Figures

Figure 1.0.1 - Total Market Shares in Value (2014) ................................................. 11

Figure 1.1.1 - Total Soap Market Volume (2013 to 2014) ....... 1Error! Bookmark not

defined.

Figure 3.1.1 - Research Onion ................................. Error! Bookmark not defined.6

Figure 4.1.1 - Anti-bacterial soaps Users ................................................................. 38

Figure 4.2.1 - Gender ............................................................................................... 39

Figure 4.3.1 - Age influenced by Advertising ........................................................... 40

Figure 4.4.1 - Brand preference ............................................................................... 41

Figure 4.5.1 - Sources of Awareness ....................................................................... 42

Figure 4.6.1 - Preferred Media ................................................................................. 43

Figure 4.7.1 - Attitude towards the Ad ...................................................................... 44

Figure 4.8.1.1 - Brand Awareness ........................................................................... 45

Figure 4.8.2.1 - Brand Image ................................................................................... 47

Figure 4.8.3.1 - Brand Association ........................................................................... 48

Figure 4.8.4.1 - Perceived Quality ............................................................................ 49

Figure 4.8.5.1 - Brand Loyalty .................................................................................. 51

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ABSTRACT

The purpose of this study is to investigate the influence of advertising on consumers’

brand preference of antibacterial soaps. Due to its persuasive impact through

developing positive attitudes towards the product, advertising has been considered

as a major tool in the marketing mix by multiple authors including Kotler (2013).

Thus, understanding how and what made consumers to be motivated towards

purchasing a particular brand brings value to organisation with increased sales and

market share. Similarly, creating brand preference has become an imperative

indicator for any business in the world today. Brand preference is a process which

involves brand awareness, brand image, brand association, perceived quality and

brand loyalty. Accordingly, 150 respondents were selected using convenience

sampling method and questionnaires were distributed among them in order to

identify the research problem within the market segment of antibacterial soaps.

Descriptive analysis used by the researcher to analyse the results which revealed

that age groups as well as gender were equally influenced by advertising for their

preferred brand of soap. Further, research results indicate that advertising create

major influences on consumers’ preferring a particular brand in terms of the brand

preference factors identified as brand equity factors as highlighted above. The

necessity for high preference to advertising is therefore highlighted for companies in

order to retain and increase their market share through developing advantageous

marketing strategies for the brands.

KEYWORDS Advertisement, attitude towards Ad, brand Equity, brand awareness,

brand image, perceived quality, brand loyalty, brand preference

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CHAPTER 01 - INTRODUCTION

1.0 Background

Understanding the intensity of advertising is imperative for researchers as well as

practitioners (Clark et al., 2009) as it manipulates and propagates consumer

purchase intentions than other aspects of the marketing mix (Belch and Belch, 2003,

p. 18) due to its ability of reaching a vast audience at a considerably lower cost

(Etzel et al., 1997). Yet, advertising considered to be more expensive promotional

method in the marketing communication mix. Marchand (1985, p.28) identifies

advertising from public perception as an “economic waste” against the advertisers’

perception that has been viewed as a tool to acquire public recognition as well as

admiration that leads to increase sales and customer satisfaction.

In Sri Lanka companies spend heavily on advertising to generate, maintain or

increase market share (Lalanananda, 2007). According to industry data, annual

advertising expenditure in Sri Lanka has risen up to Rs. 5.5 billion in 2013 (Nielsen,

2015) compared to Rs. 2 billion in 2000 (Lalanananda, 2007). Corporate sector in Sri

Lanka views advertising as an investment an organisation make for future (The

Island, 2007). Hence, this research is focused on identifying the research problem;

the influence of advertising on consumer brand preference within the vicinity of anti-

bacterial soap market segment in Sri Lanka.

Modern day advertising is far more competitive where advertisers employ various

advertising strategies and techniques in attracting, persuading and convincing target

groups directly influencing their purchasing decisions and patterns in ways such as

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constructing a problem diplomatically which can be solved only by using a certain

product. Similarly, anti-bacterial soaps advertisers target consumers with

comprehensive advertisement methods which contain comparative data and

problem solvencies to explore and influence consumer behaviours increasing

constant demand and competition.

According to LMRB data, Total Sri Lankan soap market value is Rs. 20 billion in the

year 2014 whereas the total volume of the soap is 39,464MT. Lifebuoy maintains a

considerably large market which is 68% among four brands including Dettol. It is

evidence that anti-bacterial soaps have an emergent demand among consumers as

a hygienic product used to prevent illnesses.

1.1 Overview/ Rational

In Sri Lanka private sector’s involvement in driving the economy is 80% (Athukorala,

2013). Hence, consumer demands with the inflationary pressure affecting them, to

be maintained smoothly. Below graph reflects the fluctuations in the soap industry

within a period of two years. Thus, Lifebuoy shows a decline in the market volume

68%5%

9%

18%

Figure 1.0.1 - Total Market Shares in Value (2014)

LIFEBUOY

DETTOL

LUX

VELVET

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compared to other brands that shows a slight increase. Athukorala (2013) identifies

corporate sector has demonstrated a resilient growth in business still investing on

brand building. Consequently, Rs. 34 billion has been spent on advertising by 15 key

companies in first half of the year 2013 to attract consumers and to create brand

loyalty, driving mind awareness.

However, advertising to create brand preference to be linked with consumer

lifestyles comprehending how and why brand preference is vary as it is utmost

important for advertisers to validate if sales are generated subsequently for the

money spent on advertising.

1.2 Current Situation

An increasing number of anti-bacterial soap brands are available in the market

directly facilitating the amplified competition for increased market share. Out of

several brands, Lifebuoy and Dettol devotedly struggle for market leadership.

Lifebuoy, being in the market for more than 120 years (Unilever, 2015) has

0

2000

4000

6000

8000

10000

12000

2013 2013.2 2013.4 2013.6 2013.8 2014

To

nn

ag

e

Year

Figure 1.1.1 - Total Soap Market Volume (2013 to 2014)

LIFEBUOY

DETTOL

LUX

VELVET

12

established their brand in consumers’ mind for more than ten decades employing

exceptional advertising and branding strategies. Dettol, however, was a popular

brand name in the country for more than 55 years with Dettol anti-bacterial liquid,

has re-launched their range of products accumulating antibacterial soaps in the year

2010 (Sunday Observer, 2010) further establishing their brand in Sri Lanka

becoming an intensive competitor to Lifebuoy.

1.3 Problem Statement (or, Research Question)

Understand and evaluate how advertising creates impact on consumer brand

preference towards purchasing Antibacterial soaps. (As a research question, “How

does advertising create impacts on consumer brand preference towards purchasing

antibacterial soaps?”)

1.4 Academic Aims and Objectives

• To review literature critically examining the influence of advertising on consumer

brand preference;

• to review literature critically analysing the relationship between advertising and

consumer buying behaviour;

• to determine the mediating effect of attitudes towards advertising and determine

the relationship between advertising and brand equity factors;

• to undertake primary research by means of questionnaires to gain quantitative

data related to consumer brand preference;

• to make recommendation analysing the information based on the theoretical

literature and the practical findings for future improvement of advertising

strategies for anti-bacterial soaps advertisers.

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CHAPTER 02 - LITERATURE REVIEW

2.0 Introduction

According to Sekaran and Bougie (2010, p.38) literature review is a step by step

process involves in identifying published or unpublished work provided through

secondary data on relevant topics, problem identification and documentation. On the

other hand, Fink (2005, p.3) identifies research as a systematic, explicit and

reproducible approach for discovering, evaluating and combining existing work

produced by different bodies. Knopf (2006, p. 127) stresses the benefits of

conducting a literature review includes providing a general overview of a body,

reveal the past work, offer new ideas and assist determining problems or flaws. A

good literature review, however, provides the base to develop a comprehensive

theoretical framework for further investigations, preventing waste of resources,

simply avoid “reinventing the wheel’ (Sekaran and Bougie, 2010, p.39).

2.1 Definition of Advertising

Advertising definitions proliferate in today’s world. Accordingly, Kotler et al. (2014, p.

429) delineates advertising as “any paid form of non personal presentation and

promotion of ideas, goods and/ or services by an identified sponsor”. On the other

hand, Green (2012, p.6) defines advertising as a “paid form of communication by

individuals or companies, with an aim of influencing people to think or act in a

particular way providing information”. Further, Yeshin (2006, p.1) sees advertising as

a paid, non personnel method that used to communicate and manipulate consumer

behavior.

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Common advertising objectives are identified as, behavioral constructs that generate

trial purchases, attitude changes and measurements, position, brand building and

creating brand awareness (Sawanth, 2012, p.56). Hitherto, the driving force of

advertising is to create brand awareness inducing potential consumers to consider

as well as to remind existing consumers of an existing brand (Ntiamoah, Egyiri, and

Kwamega, 2014) leading to create a positive effect on brand preference over

competitive brands influencing the brand choice purpose (Barker, 1999). In contrast,

Ewen (2008) is of the belief that the basic purpose of advertising is to provide

efficient and massive distribution of products whereas the functional goal is creating

consumers’ desires or habits.

Further, Ibid’s (n.d cited in Tahtinen, 2006, p. 156) indicates advertising as a paid,

mediated form of communication which premeditated in persuading enabling the

receiver to make an action. This is further illustrated by Tom and Eves’s (1999, p.39)

perception of the principle of advertisements that is to inform as well as to persuade.

Furthermore, Hussain et. al., (2008, p.29) state advertising involves in delivering

allied information of product or service to potential consumers affecting their

purchase intention. Several studies suggest advertising facilitate the effectiveness of

advertisements in terms of brand recall, persuasion or brand preference (Keller,

Macdonald and Sharp, 2000).

Nonetheless, Belch and Belch (2008) argue advertising is not the strongest

determinant of purchasing behavior as the consumer is more reactive towards

messages of preferred brands and total advertising rarely affect the total market size

(Vakratsas and Ambler, 1999). However, Martin et al. (2002) argue that several

other aspects including demographic factors induce the effectiveness of advertising.

Confirming the above, Wijesundara and Abeysekara (2010) distinguish demographic

factors, by means of age group and gender as significant attributes in consumer

behavior and brand preference due to its impact on a person’s attitude towards a

brand may vary in maturity and due to the difference of each brand’s target market.

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However, as Aaker and Norris (1982); Rossiter and Percy (1978); Stern, Krugman

and Resnik (1981) depict advertising to be effective in increasing brand preference

is based not only on being verbal or informative but also on visual and emotional

elements. Hence, Milgrom and Roberts (1986); Nelson, (1974) argue advertising’s

role is informing consumers, either directly or indirectly (via “signalling”; about brand

attributes and/or prices where organisations employ various techniques of

advertising and brand management. As Koteler et al. (2009) identifies, there are

four types of advertisement used to increase consumer preference as give below.

Table 2.1.1 – Types of Advertisements

Types Description

Informative

advertisements

Informative advertisements are used to provide in detail

information over a product, attributes, quality and other features

where consumers’ have the opportunity to test before they

actually purchase the product. (Dukes, 2009).

Persuasive

advertisements

Persuasive advertisements are comparative marketing tools

which create consumers’ preference, liking or conviction with the

intention of gaining competitive advantages (Kotler et al, 2009,

p. 487).

Reminder

advertisements

Reminder advertisements are focused on convincing consumers

more often stimulating brand related attributes for repeat

purchasing (Dukes, 2009). However, consumers may get

irritated on the advertisements as they already aware of the

brand or the product (Kotler et al, 2009).

Reinforce

advertisements

Reinforce advertising is used to promote convenience good

which needs more detailed information as the consumers’

unawareness of the product until they consume (Dukes, 2009,

p.5). Companies whose products ranges are wide, aggressive

advertisements are used to reach brand switchers (Kotler et al,

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2009).

Author Developed (2015)

Considering the above, as Trehan and Trehan (2009) describe, selecting the right

media that carries the advertiser’s message to target audience is important for

organizations to obtain a maximum output. Hence, Wells, Burnett and Moriarty

(1995) Identifies television as a traditional medium provides a strong consumer

based advertising, which is an appealing medium due to its extensive coverage of

the market, geographic flexibility and consumers’ positive attitude towards the

medium than other mediums such as radio, display ads, social media and or

magazines. Supporting to the above, Lavidge and Steiner (1961) describes the

process of steps in advertising that force consumers with their purchasing attitude as

given below in the table 2.1.2.

Table 2.1.2 – Steps of Advertising influence on consumers

1. Potential purchasers yet unaware of the existence of the product;

2. Simply aware of the existence of products or services,

3. Awareness of the products’ offer,

4. Having favorable attitudes over products or services;

5. Having a preference of certain brands over other aspects or brands;

6. Preference and desire to make the purchase,

7. Actual purchase attitude

Source: Lavidge and Steiner, 1961

Supporting to above communication perspective, Campbell and Keller (2003, P.

293) affirm “Negative uncertainty created by unfamiliarity should be higher for a new

ad from an unfamiliar brand sponsor as compared with a familiar brand sponsor”.

However, as Tellis (1988, p.142) stress consumers’ exposing repeatedly to a

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favorable ad may result getting further opportunities for attention, retention and

cognitive collaboration where positive attitudes provide more ability of recalling than

the negative attitudes (Goldsmith et al., 2002).

2.2 Attitude towards Advertising

Attitude towards the ad is an effort influencing consumer preference through a

favorable attitude created towards the advertisement transferring to the advertised

brand influencing brand choice (Shimp, 1981, p. 9; Gresham and Shimp, 1985, p.

10). As MacKenzie, Lutz and Belch (1986) identify attitude toward the advertising is

a predisposition created through continuous exposure to an advertisement which

leads consumers to respond favorably or unfavorably towards a brand.

Psychologically, Ajzen and Madden (1985, p.454) identify attitude towards behavior

and subjective norm as two predictors that determine the behavioral intention.

Accordingly, they believe a person’s attitude influences the total outcome of his

responses towards an object. Nonetheless, Kraus, (1990, p.7) in his research found

attitude-behavior relationship is affected by variables refers to as attitudinal,

behavioral, personal, and situational mediated with direct experience, certainty or

accessed from memory. Thus, attitude envisages future behavior in a significant and

substantial manner. According to Moore and Hutchinson (2005) brand attitudes are

influenced by the consumer beliefs and advertising reactions. Thus, generating

positive or negative attitudes through advertising facilitates brand consideration.

On the other hand, Ajzen and Fishbien (1975) argue beliefs are the sole mediator for

developing attitudes and change of consumers. However, evidences support as to

beliefs as well as cognitions related to products affecting consumer purchase

intention and brand attitude (Batra and Ray, 1986, p.234; Mitchell and Olson, 1981;

MacKenzie, Lutz and Belch, 1986). Nonetheless, Tellis and Fornell (1988) stress

advertising sends a signal of the quality of the product, where consumers are less

responsive towards advertising compromise with low quality.

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However, as Berlyne (1970) cited in Stang, (1975, p.1) and Cacioppo and Petty

(1979) depict message effectiveness increases at lower levels and decrease with

the increase of repetition. Even so, consumer attitudes toward the ad can be

interactively determined by the negative publicity, advertising, and existing brand

attitude (Stammerjohan et al., 2005).

Hence, MacKenzie and Lutz (1989); Brown and Stayman (1992) and Batra and Ray

(1986) identify attitude toward the ad as a significant mediator in developing brand

attitudes shaping consumer behavior.

2.3 Advertising and Consumer behavior

Adelaar et al. (2003, p.253) classify consumer buying behavior as the product

purchase intention. The consumer is ‘rational’; where a variety of factors

manipulates consumers’ purchasing behavior (Watson et al., 2002). Reaching and

influencing potential consumers’ awareness, attitudes and buying behavior are the

critical endeavor of advertising (Abideen and Saleem, 2011, p.56). Conversely,

Schiffman and Kanuk (2009, p. 23) outline consumer behavior as consumers’

activities related to actions such as search, purchase, usage, evaluation and

disposing of products and or services satisfying their needs.

Further, effective advertisement manipulates the attitude towards a brand leading to

purchase intention (Abideen and Saleem, 2011, p.56) influencing consumers to

switch to the advertised brands (Raj, 1982, P.77), stimulating and reinforcing brand

image and loyalty. Tellis (P. 142) argues advertising is not the strongest

determinants of purchasing behavior, but the brand loyalty. In contrast, Nelson

(1974, p. 732) stress advertising creates less impact towards creating brand loyalty

due to its effect on current purchase than future purchases. Accordingly, consumer

behavior can be scrutinized by means of brand awareness, association and loyalty

(Malik et al., 2013, p.118; Shehzad et al., 2014) which all together considers as

brand equity (Kotler, 2013).

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2.4 Brand and Brand Equity

The brand, is defined as a combination of mark, logo, name, symbol, word, sentence

that companies use to differentiate their product from others in the market

(Investopedia, 2014). Brand as a whole is a trademark proclaiming a promise

comprised of distinctive characteristics linked to a brand (Phillips, 1998, p.43).

Building and reinforcing the brand image is a key to profitability and growth (Belch

and Belch, 2003, p.15).

On the other hand, brand equity is defined as the differential effect of brand

knowledge on consumer response to the marketing of the brand (Keller, 1993, p.1).

Brand equity arises the time consumer recognizes or seizes an exceptional brand in

memory, where repeat exposure facilitates the consumer ability to recall and

recognize any brand.

According to Donthu, (2000, p.195) Higher advertising cost is often related to higher

brand equity. Conversely, Tuominen (1999) stresses brand equity is utmost

important for advertisers to create differentiation that direct to competitive

advantages in situations where value is a nonentity. Accordingly, intangibles such as

trademarks/ patents, the technology used or technical/ manufacturing know how add

value to brand equity through marketing investment. Brand equity, in forms of

increase advertising effectiveness, constructing brand loyalty, improved profit and

uniqueness generate value to organizations.

Moreover, Brand equity is a multidimensional conception of brand awareness, brand

association, brand image, perceived quality and brand loyalty (Keller, 1993; Donthu,

2000; Aaker, 1996; Tuominen, Chi et. al. (2009) which are further discussed below.

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2.4.1 Brand Awareness

Brand awareness refers to the salience of a brand in consumers’ mind (Aaker, 1995,

p.141). Huang and Sarigöllü (2012, p.92) see brand awareness as ‘decision

heuristic’ due to its nature of impacting consumer decision making. On the other

hand, brand awareness is identified as the first element distinguishing brand

knowledge which consists of consumer brand recognition and brand recall

performance (Keller, 1993, p.3; Tuominen, 1999). Brand recall is the ability of

consumers’ prior exposure to a particular brand where brand recognition refers to

the unaided reclamation of a brand from consumers’ memory.

Accordingly, Hoeffler and Keller (2002, p.79) brand awareness is the consumers’

ability of recalling and/or recognizing a particular brand distinguished through terms

depth and width. Depth refers to the level of consumers recall or recognition where

as width refers to the arising of any brand in the consumers mind when purchasing

or consumption state. Hence, higher depth or width in brand awareness aid

increased sales. In low involvement conditions, frequent exposure to brand

advertisement, increase the level of brand awareness (Yoo, Donthu and Lee, 2000,

p.206) Hence, raising brand awareness consequently facilitates a brand to be

included in the consideration set of purchase (Macdonald and Sharp, 2000, p.12;

Hoyer and Brown, 1990; Baker et. al., 1986; Nedungadi and Hutchinson, 1985).

In his research that replicated Hoyer and Brown’s (1990) brand awareness of choice

theory, Macdonald and Sharp (2000, p.12) indicates brand awareness creates a

strong effect on consumers’ preference for a repeat purchase than the price effect

influencing perceived quality where consumers will choose a known brand even at a

high price. Hence, Hoyer and Brown (1990, p.141) identify brand awareness as the

basic level of brand knowledge that involves at a slightest recognition of the brand

name.

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Conversely, Brondoni (2001) sees brand awareness as a crucial point of difference

between a brand and its competitors. Accordingly, Anh (2013, p.9) stress, having a

high level of awareness and familiarity of a brand contributes to brand equity.

2.4.2 Brand Image

Consumers’ concepts, feelings or attitudes over a brand refer to as the brand image

(Tuominen, 1999). Brand image is identified as a subjective and perceptual

occurrence produced through consumer interpretation, reasoned or emotional.

Strong brand images improve a person’s personality (Keegan, Moriarty and

Duncan). In contrast, Padgett and Allen (1997, p.50) affirm that brand image acts to

delineate the product for consumers’ differentiating organization’s offer from

competitive offers. Further, they describe that concept of brand image is consumers’

association and understanding of attributes, functional consequences as well as

symbolic meanings of a brand which directly connected to advertising. As Kotler and

Amstrong (1996) and Shimp (1997) define the purpose of advertising is to inform,

persuade and remind consumers, increasing brand related stimulation (Padgett and

Allen, 1997, p.50).

2.4.3 Brand Association

Brand association refers to the knowledge pertaining to any brand in consumers’

mind which represents the entire brand equity Huang and Sarigöllü (2012, p.93). On

the other hand, Tuominen (1999, p.76) elucidates brand associations as

‘informational nodes’ connected to the brand in memory containing the denotation

for consumers that included related or unrelated attributes to the product as well as

figurative or the attitudes. Accordingly, the presentation of information related to a

brand consistently facilitates strong brand association that occurs with consumers

identification of the need arises through attributes and benefits they possess (Keller,

1993).

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2.4.4 Perceived Quality

Fornell et al. (1996) believe that brand quality perception has an effect on

customer’s satisfaction that affected future buying behaviors. Due to perception is an

emotional connection, consumer’s purchase decision could be decided based on the

perception of a brand quality, not the actual quality. Therefore, a bad publicity could

negatively affect the brand even the actual quality is good (ALG, 2012). Dhadhal

(2011) claimed that through brand equity, perceived quality is one of the few factors

that provide value enhancing consumer satisfaction. He believed usage

experiences, perceived quality and brand relations can affect customer’s

satisfaction. Grönroos (1984) categorized customers’ perceived quality of service in

three dimensions, refers to as functional (process of delivery to customers),

technical (outcomes of the service, to the customers), and image (customers’ view of

the company).

Applying to the scope of this study, knowing the anti-bacterial soaps are from a good

quality brand can affect the experience of using it. Therefore, better perception of

quality leads to higher success possibility of brand (Allenby and Rossi, 1991; Chang

and Wildt, 1994; Dawar and Parker, 1994).The higher the overall perception on

quality will translate into higher perception on the brand. Perception of quality of

product and its brand is influenced by other factors such as product variety (Berger

et al., 2007), product attributes (Holbrook, 1992) and packaging (Banks, 1950,

Brown, 1958, McDaniel and Baker, 1977, Miaoulis and d'Amato, 1978).

2.4.5 Brand Loyalty

Brand loyalty refers to the behavior of consumers’ repeatedly purchasing a particular

brand. Oliver (2010, p.433) identifies four phases of brand loyalty refers to as,

cognitive loyalty (loyalty based on brand attributes/ performance), affective loyalty

(attitude towards the brand based on satisfaction), conative loyalty (behavioral

23

intention or repeat purchase) and action loyalty (consumer readiness to act

facilitating to repurchase). Hence, brand loyalty is defined as an intense detained

commitment in repurchasing a preferred brand constantly despite of situational

influences or advertising effects that create brand switching behavior (Oliver (2010,

p.434).

According to Keller (1993, p.8) loyalty occurs with repeat purchasing behavior

influenced through beliefs and/ or attitudes. Better promotional strategies involve in

creating a positive brand purchase intention of consumers. Hence, Raj (1982, p.77)

distinguishes; persuading consumers who are not loyal to switch to the advertised

brand whilst retaining the loyal consumers’ drifting to competing brands as a

defensive role of advertising. In contrast, Shum (2004, p.241) recognize advertising

as an attractive/ effective method that stimulate demand yet neutralizes the

propensity of brand loyalty toward repeat purchasing and facilitate reducing the

switching cost.

2.5 Brand Preference

Brand preference is the consumers’ tendency toward certain brands that vary at a

particular time depending on one’s salient beliefs (Ajzen and Fishbein, l976, P.889)

which is identified as a measure of brand loyalty where selecting a certain brand

over competing brands, yet consumers’ accepting substitutes at a discrepancy

(Christian and Sunday, 2013, P.79). Confirming the above, Wijesundera and

Abeysekera (2010) recognize brand preference as the measure of brand loyalty

where consumers’ select a particular brand among competitive brands.

Due to its persuasive impact towards consumer brand preference, Tellis (1988 p.

142), in his research found advertising can be effective in increasing the volume

purchased by loyal buyers than wining new buyers. Thus, consumers recognize the

value of any brand with regard to the characteristics and service quality (Rio et al.,

2013, P.412). However, brand preference or attitude is considered as a symbol of

24

status due to consumers’ preference in purchasing branded items than non branded

items (Malik et al., 2013, p.118).

According to Belch and Belch (2008) well known brands create a major competitive

advantage. Asch and Wolfe (2001) claimed that human’s situational perception does

affect their action in deciding a purchase. This is due to different people can have

different kind of brand perception of the same anti-bacterial soap. For instance, the

promotional messages get into the unconscious level of recognition.

25

CHAPTER 03 – METHODOLOGY

3.0 Introduction

This chapter starts providing definitions for research; research methodology and

marketing research consequently. Further, the researcher intends to furnish an

overall view of the methods, techniques, tools and time frames to be used in carrying

out the research.

3.1 Overview of the Research

Walliman (2011, p.16) identifies research as a term used to identify various

investigations that anticipate uncovering remarkable or new specifics whereas the

research methods are the variety of procedures, schemes or algorithms that have

been used in the research contributing to collect, analyze and find solutions.

Whereas, marketing research is identified as a systematic and objective approach to

achieve and develop information towards formulating imperative decision making in

marketing (Kinnear and Taylor, 1996). However, this can be recapitulated as

discovering a solution to a problem or better performances responding to consumer

behaviors.

Saunders, Lewis and Thornhill (2003) relate research approach to an ‘onion’, where

the external stratum is named as research philosophy. Research approach lies

beyond the research philosophy leading to the third stratum called research strategy,

moving towards the data collection stage determining ‘time horizons’ for the

research. Hence, the researcher has applied this terminology in her research

identifying the key areas in this research as presented below.

26

Figure 3.1.1 - Research Onion

Research Philosophy

Research Approach

Research Strategy

Research Method

Time Horizon

Data Collection

Method

Source: Author developed (2015) Based on Saunders, Levin and Thornhill (2009)

3.2 Research philosophy and Objectives

Saunders and Tosey (2012, p.58), understanding the research philosophy is

important for researchers in developing an appropriate as well as a coherent

research design that can be justified and explained. Accordingly, Saunders and

Tosey (2012) identify three research philosophies described in Table 3.2.1 below.

Positivism

Deductive

Survey

Quantitative

Cross Setional

Sampling

27

Table 3.2.1 - Comparison of Research philosophy

Positivism Realism Interpretivism Pragmatism

Scientific method

which proposes

and test theories

Associated with

scientific inquiry

Study of social

phenomena in their

natural

environment

Research

questions are

considered as the

important

determinant

Highly structured

and measurable

data

Researcher is

influenced by

world views and

their own

experiences

Focuses upon

conducting

research amongst

people rather than

objects

Possibility of

working with

variations

Quantitative data

with large

samples

Use quantitative

and qualitative

data

Qualitative data

from in-depth

investigations with

small samples

Use quantitative

and qualitative

data

Concerned with

law-like

generalizations

Concerned with

gathering rich

insights into

subjective

meanings

Practical

consequences

Continuum

philosophy rather

than opposite

positions

Statistical

hypothesis testing

Consider the

underlying

complexity

Research is value

bound multiple

realities.

Study what the

researcher is

interested in

Source: Author developed 2015 based on Saunders and Tosey (2012)

Considering the above, the researcher will adopt positivism philosophy which

involves quantitative data obtained from a large sample to measure the below

objectives;

a. To determine the influence of age and gender on advertising;

b. to measure variables such as consumer brand preference, media preference

and awareness sources;

c. to measure the mediating effects of attitude towards advertising;

28

d. to determine the relationship between advertising and brand equity.

3.3 Research Approach

Research methods vary in terms of measurability criteria, features and

characteristics (Murthy and Bhojanna, 2008) that can be quantitative, qualitative or

mixed method (Creswell, 2008). The researcher decides to adopt a deductive

method to observe the relationship between variables such as advertising influence

on consumer brand preference and test the proposition using quantitative data. As

Saunders, Lewis and Thornhill (2009, p.489) describe the deductive method involves

in deducing a hypothesis from theory and or proposing relationship between

variables testing and modifying the theory using numerical data which is analyzed

using statistical procedures (Malhotra and Peterson, 2000).

Table 3.3.1 - Differences between Deductive and Inductive approach

Deductive Inductive

Scientific principles moving from theory

to data

Gain an understanding of the

meaning humans attach to events

Need to explain causal relationships

between variables

A close understanding of the research

context

Quantitative data is collected Qualitative Data is collected

Application of controls to ensure validity

of the data

Flexible structure to permit changes of

research emphasis as the research

progresses

Operationalisation of concepts to

ensure clarity of definition

a realization that a researcher is part

of the research process

Researcher independence of what is

being researched

Less concern with the need to

generalize

Necessary to select sufficient size of

samples to generalize conclusions

Process of falsification leads to a

devastating result of total rejection of

a theory (Walliman 2011,p.19)

29

Source: Saunders, Lewis and Thornhill (2009), Walliman (2011)

3.4 Research strategy

Sekaran and Bougie (2010) discuss four research approaches; exploratory study,

descriptive study, hypothesis testing and case study. Descriptive analysis is widely

used in marketing research analysing hypothesis (Murthy and Bhojanna, 2008, p.

50). Hence, descriptive analysis to be adopted to analyze the variables using the

background information as well as the respondents’ profiles pertaining to their

preference of brands and media.

Table 3.4.1 - Benefits and limitations of Descriptive study

Benefits Limitations

Descriptive study has scientific value in

addressing appropriate research

questions (Oxford University, No date).

A “snapshot” is provided at certain

times and some variables are difficult

to measure (Frazee, 2005, p.1; Gable,

1994, p. 2).

Surveys facilitates documenting norm,

recognize extreme outcomes and

outline relationships among variables

accurately (Gable, 1994).

Accurate questionnaires are needed

and adequate time and money to be

spent on surveys (Malhotra, 2008).

Generalized for large populations,

facilitating direct comparisons within

groups (Frazee, 2005, p.2).

The researcher is responsible for

illustrating accurate results (Thomas,

2003).

Sources: Author Developed (2015)

30

3.5 Research methodology

Research methods vary in terms of measurability criteria, features and

characteristics (Murthy and Bhojanna, 2008) hence, classified as quantitative,

qualitative or mixed method (Creswell, 2008). Quantitative data is measurable where

data will be numerical in nature (Murthy and Bhojanna, 2008) and numbered data to

be analyzed using statistical procedures (Malhotra and Peterson, 2000). Hence, the

researcher will be adopting a quantitative research method to measure the variables

of media preference and brand awareness.

Table 3.5.1 - Benefits and Limitations of Quantitative Research Method


Numbered data can be measured more

or less accurately (Walliman, 2011,

p.87)

Probability of undertaking quantitative

method is limited in certain researches

such as social welfare and social

benefits (Stern, p.35)

Opinions, attitude or behaviors can be

quantified to understand certain issues

(Sukamolson, 2005)

Gathering, measuring and analyzing

data will lead to statistical errors to be

occurred (Thomas, 2003).

Objectives are easily achieved and

recommended (Holden and Lynch,

2004).

Exploring problems in depth is not

possible (Sukamolson, 2005)

Large population can be easily

measured (Sukamolson, 2005)

Author developed (2015)

31

3.6 Time Horizon

Cross Sectional analysis to be used due to this research is being a descriptive study

by means of a survey (Walliman, 2011) to measure the influence of advertising on

consumer brand preference.

Table 3.6.1 - Benefits and Limitation of Cross Sectional Analysis

Source: Levin (2006)

3.7 Data Collection Method

Primary data will be collected using questionnaires as Cohen, Manion and Morrison,

(2007, p.318) describe, they are generally being used in descriptive or explanatory

researches to collect large samples of data developed to maximize response rate,

reliability as well as validity concerning on the research question and objectives

(Saunders, Lewis and Thornhill (2007, p.355).

Accordingly, structured questionnaires consist of closed ended rating questions

indicating consumer opinions (Corbetta, 2003, p.126) and dichotomous questions

with fixed-alternative options (Business Dictionary, 2015) to measure the variables.

Due to its ability of getting direct responses and feedback efficiently and effectively,

self administered questionnaires will be used with indicating the purpose of the study


Inexpensive and less time consuming Difficulties in making a causal inference

Many outcomes and risk factors can be assessed

Only a snapshot is provided at a certain time

Useful for generating hypotheses Prevalence-incidence bias

32

to respondents as it will provide a higher reliability of the information (Saunders,

Lewis and Thornhill, 2007).

Table 3.7.1 - Benefits and limitations of using close ended questionnaire

Benefits Limitation

Time and cost effective since

specifically scaled questionnaire,

limit the unnecessary data gathering

(Baren et al., 2003)

Less chance to researcher to gain new

knowledge since questions and answers

may set in predictable ways (Ward et al.,

1996).

Multiple choice questions and Likert

scale questions facilitate higher

reliability, accuracy, and validity

(Park, Loomis, and Creel, 1991)

Uncertainty of respondent’s reliability

and inappropriate responses (Akbayrak,

2000, p.3)

Answers can be selected from

multiple options (Kaplowitz, Lupi and

Hoehn, 2004)

Limit the respondent to the set of

alternatives being offered (Reja et. al.,

2003, p.161; Walliman, 2011, p.98)

Greater consistency of measurement

(Akbayrak, 2000, p.3)

Only limited data can be gathered due to

the specific scales and frames compare

with interviews or open ended

questionnaires (Baren et al., 2003).

Greater precision, uniformity, easier

recall for the respondent, easier

coding and easier analysis

(Foodborne Disease Outbreaks, No

date)

Researcher’s failures creating questions

reflecting the purpose of research, leads

to limited/ invalid information, inadequate

options for respondents to choose

Penwarden (2013)

Source: Author developed (2015)

As Saunders et al. (2011) state secondary data contains either published summaries

or raw data with comprehensive background information on concerned topics.

http://fluidsurveys.com/blog/author/rickpenwarden/

33

Accordingly, the researcher has extracted secondary data from sources such as

journal articles, web sites, reports and other publications.

3.8 Populations/ Sampling Technique

Failure or success of a research depends not only on the suitability of the methodology but

also the appropriateness of the sampling strategies adopted (Walliman, 2008). Sampling is

a scientific process of obtaining representative data from a group (Som, 1996, p.1)

and a critical point in the study of research (Saunders, Lewis and Thornhill 2009,

p.168).

Sharp, peters and Howard, (2002, p. 143) stress “any statistical method that requires

a certain size of the sample to be collected to satisfy requisite levels of confidence”.

In confirming the above, Borg and Gall (1979, p.195) suggest having larger sample sizes as

a general rule where many variables are available and relationships are expected or

predicted. Hence, 150 respondents are selected in the vicinity of Colombo out of

“2,323,826 population” (Census and Statistics, 2012, n.p) to gather data from, where

processing entire statistics is not possible (Wolman, 1954).

Furthermore, in this research, non-probability sampling technique will be used, as

Saunders, Lewis and Thornhill (2011, p.235) affirms there is no probability over the

samples being selected within the population. Hence, a convenience sampling

method is to be adopted due to its being an easy method where respondents are

selected wherever convenient for the researcher (Jackson, 2014, p.98) concerning

the demographic area selected.

Table 3.8.1 - Benefits and Limitations of Convenience sampling


Easy and simple Highly vulnerable to selection bias

34

Useful for hypothesis generation Unclear generalizability

Less Time consuming and Cost effective Highest possibilities of sampling errors

Source: Research Methodology (2015)

3.9 Pilot Survey

The pilot test is a feasibility study to ascertain the limitation of questionnaires before

planning a large scale investigation (Thabane et. al, 2010, p. 1). According to Kvale

(2007) cited in Turner III (2010, P.757) Pilot Test allows the researcher to identify

errors, limitations or any other faults lies within the research design which require

alteration prior to the implementation of the research.

Similarly, the researcher completed pilot testing using 05 respondents who had

consent over with the prepared questionnaires. However, none of the respondents

were able to pinpoint any error or misinterpretation of the questions asked in the

questionnaire. Hence, as there was no amendment needed, the researcher

continued the investigation with the same questionnaire distributed to 150

respondents.

3.10 Data Analysis

Walliman (2011) describes the importance of statistical analysis in descriptive study,

which requires checking the accuracy of the data gathered from the sample and to

understand the findings easily. In supporting to this Miles and Huberman (1994)

state that quantitative data analysis facilitates explaining and representing research

findings in a significant manner and to illustrate the distribution and relationship

among variables. Accordingly, data will be analyzed using IBM SPSS 20 software

and MS excel and to be presented through graphs and pie charts in chapter 04.

35

3.11 Limitations of Research methodology

As Saunders, Lewis and Thornhill (2007) identify time; expenses and accessibility

prevent researcher gaining information from the entire population. Hence, Colombo

being selected as the research population, entirely accurate probability sampling is

not possible due to the inabilities of reaching every subdivision in the district.

Furthermore, gaining new knowledge is restricted due to researcher considering only

close ended questionnaires whereas open ended telephone questionnaires and or

observation methods might expand the knowledge and give new insights to the

research (Walliman, 2011, p.101; Moll et al., 1992).

Researcher has to adopt convenience sampling method with self administered

questionnaires due to poor time management and to avoid unnecessary delays and

misunderstandings occurs in simple random sampling and personally administered

questionnaires.

Finally, as Graaf and Levy (2011) argue conducting a fully ethical research is

impracticable and the success rate of any research or survey is difficult to ascertain

due to non availability of specific tool to measure.

3.12 Ethical approach to research

The researcher will be adhered to strictly ethical guidelines when sampling and data

collecting. Voluntary participants who have direct consent (Drew, 2007, p.69) over,

to be informed the purpose of the study and the procedures of data collecting

ensuring to protect privacy and confidentiality (Given, 2013, P. 10) respecting their

right to refuse at any stage (Greener, 2008). Participants will not be harmed in any

manner physically or psychologically and no incentives will be offered to avoid the

bias of respondent. Further, assurance is given concerning anonymity clarifying the

limit and the usage of data which will be used only for only for academic purposes.

36

Secondary data used for the research are accurately referenced and cited to credit

the original authors.

CHAPTER 04 -FINDING AND ANALYSIS

4.0 Introduction

The indispensable aim of the research was to evaluate the influence of advertising

on consumer brand preference. Consequently, this chapter summarises the author’s

attempt to primary research while evaluating the outcome in order to reveal the

understanding of the related theories and principles. Research results of the

questionnaires were assessed in a coherent manner using quantitative methods

mentioned in chapter 03 with regards to the literature reviewed in Chapter 02.

As Silverman (2011) describes, an appropriate and accurate analysis refers to more

comprehensively simplifying the obstacles associated with a large number of data

whilst restraining the unnecessary efforts of findings and/or comparisons of variables

considered in research. Hence, the data were analyzed using Chi square analysis to

test the link between variables such as advertising and brand equity using SPSS 20

software. Similarly, graphs and pie charts were illustrated using MS Excel by the

researcher to easily demonstrate the research result with percentage values.

Further, inferential analysis is used to test the variables such as antibacterial soap

usage, age, gender, sources of awareness, consumers’ media preference and

attitude towards ad using a descriptive method as Sekaran and Bougie (2011) and

Murray et al. (2001) define that descriptive methods are sensory testing methods

which is ideal when searching for behavioral changes with regard to varied attributes

exploring consumers’ tendencies towards brand preference.

37

4.1 Evaluation of the questions

Table 4.1 - Question 01 Analysis

Main Aim

To indicate the usage of antibacterial soaps

Question Rationale

Do you use Antibacterial Soap? Antibacterial soaps have an emerging

demand among consumers as a hygienic

product preventing illnesses (Lifebuoy,

2015%)

84%

16%

Figure 4.1.1 - Anti-bacterial soaps Users

Yes

No

38

The first question in this study sought to determine the usage of anti-bacterial soap

among the consumers in the vicinity of Colombo district. The results of this study

indicate that 84% of consumers are devoted users of anti-bacterial soaps. This

finding was unexpected and suggests that consumers are more focused on

purchasing products which has the higher antimicrobial active ingredients. The

results further confirm the LMRB data that show the highest market share

possessed by Lifebuoy which is 68%. A possible explanation for these results may

be the increased level of awareness, knowledge and exposure gained through

several sources which repeatedly substantiate the importance of using anti-

bacterial soaps than normal regular soaps.


Main Aim

To determine the gender influenced by advertising

Question Rationale

Gender Advertising involves in delivering allied

information about a product or service to

potential consumers affecting their

purchase intention (Hussain et. al., 2008,

p.29; Ntiamoah, Egyiri, and Kwamega,

2014).

http://en.wikipedia.org/wiki/Antimicrobial

39

The second question was to determine the purchasing behavior of consumers’

gender wise. According to the research done considering on similar population of

both sexes, the research findings indicate 52% of male consumers purchase

Antibacterial soaps which is higher than that of females. This suggests the gender

neutrality in the consumption of consumer brands.


Main Aim

To determine the age influenced by advertising

Question Rationale

Age Advertising rarely determine the

purchasing behavior and total advertising

rarely affect the total market size

(Vakratsas and Ambler, 1999).

52%48%

Figure 4.2.1 - Gender

Male

Female

40

The third question was to determine the age manipulated by purchasing decisions.

As presented in Figure 4.3 that indicates the consumers’ age range in between,

under 20 to over 50. Accordingly, age group 20 – 30 as the most influenced age

group which is 38% of the total sample population. Over 29% of respondents are

from the age range of 31 – 40. The most obvious finding to emerge from the

analysis is that the generation Y and Z’ dominance in the market, which is 67%,

followed by generation x and baby boomers that has taken considerable active

parts which shows 27% of the total population.


Main Aim

To determine the brand preference of consumers

Question Rationale

What is your preferred Brand? Brand preference is the consumers’

tendency toward certain brands that vary

at a particular time depending on one’s

salient beliefs (Ajzen and Fishbein, l976,

6%

38%

29%

14%

13%

Figure 4.3.1 - Age influenced by Advertising

Under 20

20 - 30

31 - 40

41 - 50

Over 50

41

P.889).

The present study was designed to determine the brand preference of antibacterial

soaps. With respect to the fourth research question, it was found that 43% of total

population prefers the brand Lifebuoy where 36% prefers the brand Dettol. This

seems to be consistent with those of LMRB research which highlights the higher

competition of the industry where lifebuoy being as the market leader in the

antibacterial soap segment and the necessity for rigorous efforts made by the

companies in order to maintain and increase market share.


Main Aim

To identify the sources of awareness

Question Rationale

How did you hear about anti-bacterial

soaps?

Ewen (2008) is of the belief that the basic

purpose of advertising is to provide

efficient and massive distribution of

43%

36%

20%

Figure 4.4.1 - Brand preference

Lifebuoy

Dettol

Other

42

products whereas the functional goal is

creating consumers’ desires or habits.

The fifth question in this study sought to determine the sources of consumer

awareness of the product they prefer. Figure 4.5 above, indicates 70% respondents

were aware of the antibacterial soaps through advertising, whereas 23% from word

of mouth and sales promotion. However, 4% of the population could not remember

how they came across the brand name. These results are consistent with those of

Ayanwale, Alimi and Ayanbimipe (2005) who found advertising as the major

source of consumers’ awareness of the drink Bournvita. This result may be

explained by the fact that businesses investing a higher amount of money on brand

building which was recorded as 34 billion in the first quarter of 2013 (Athukorala,

2013).


Main Aim

To identify the preference of media

Question Rationale

What is your preferred Media? Consumers’ purchase intention is highly

affected by advertising (Adelaar et al.,

2003) where selecting the right media is

70%

4%

9%

14%

Figure 4.5.1 - Sources of Awareness

Advertising

Word of Mouth

Sales Promotion

Can't remember

43

utmost important (Trehan and Trehan,

2009).

Figure 4.6 above indicates 68% of consumers have selected television as their

preferred media followed by Social media, which is 20% of the total population,

especially among the young generation and together 12% for Radio and

Magazines. These results somewhat match those observed in earlier studies of

Ayanwale, Alimi and Ayanbimipe (2005). However, the findings of the current study

do not support the previous research as it shows no evidence of social media which

currently has become a major advertising tool. However, they are consistent with

studies of Kumar and Raju (2013) who found social media plays a major role in the

modern marketing mix. A possible explanation for these results may be the

advancement of the technology and the growing interests of consumers using new

technology.

Table 4.7- Question 07 Analysis

Main Aim

To determine the mediating effect of attitude towards advertising

Question Rationale

What do you think of anti-bacterial

soap advertisement?

As Abideen and Saleem (2011, p.56) and

Moore and Hutchinson (2005) illustrate

68%

7%

5%

20%

Figure 4.6.1 - Preferred Media

Television

Radio

Magazines

Social Media

44

positive or negative reactions to the

advertisements increase or decrease the

possibilities of uplifting consumers’

purchase intention towards certain brands.

Question 07 was to identify the effect of attitude towards advertising on consumer

brand preference. According to the research findings, it is clear that the majority of

the representative sample has positive attitudes towards antibacterial soap

advertisement. As per the figure 4.7.1 above, 60% of respondent consider

advertisement as appealing, whereas 67% believe advertisements are pleasant.

Further, 57% of respondent are in the opinion that advertisements are high quality.

However, this result has not previously been described. But, it further supports the

idea of Ajzen and Madden (1985, p.454) who recognize the person’s attitude

manipulates the total outcome of his/her responses towards an object.

Table 4.8.1 - Question 08 Analysis

Main Aim

To indicate the brand Awareness including brand recall and brand recognition

Question Rationale

4%7%

29%

40%

20%

2%

10%

32% 32%

25%

2% 3%

27%

40%

27%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

StronglyDisagree

Disagree NeitherDisagree nor

agree

Agree Strongly Agree

Figure 4.7.1 - Attitude towards the Ad

Appealing

High Quality

Pleasent

45

I purchase my preferred brand of Anti-

bacterial soap due to;

Brand name/ Logo

I am familiar with the brand

Brand awareness creates impact on

consumer decision making (Huang and

Sarigöllü, 2012, p.92) by means of higher

recalling or recognizing the brand

ultimately increasing sales (Hoeffler and

Keller (2002, p.79).

The question was to determine the mediating effect of brand awareness towards

consumer preference of antibacterial soaps. Accordingly, a strong relationship

between advertising and brand awareness has been reported in the literature

(Ayanwale, Alimi and Ayanbimipe, 2005). Accordingly, as figure 8.2.1 indicates,

85% of consumers agree with the fact that they purchase their preferred brand

considering the brand name or logo, which represents the brand recall factor and

91% due to brand recognition by means of brand familiarity.

Therefore, in the current study, a significant effect of advertising on consumers’

awareness of antibacterial soap brands can be ascertained as per the Figure 8.2.1

above. The observed relation between advertising and brand awareness might be

explained in this way, brand awareness directly facilitates preference of certain

antibacterial soap brands by consumers’ ability of recalling and recognizing through

2% 2%

12%

56%

29%

1% 1%

7%

52%

39%

0%

10%

20%

30%

40%

50%

60%

StronglyDisagree


agree


Figure 4.8.1.1 - Brand Awareness

Brand name/ Logo

Brand Familiarity

46

terms depth and width (Hoeffler and Keller, 2002, p.79). Therefore, advertising

could be a major factor, if not the only one, causing brand to be in the consideration

set with raising awareness (Macdonald and Sharp, 2000, p.12; Hoyer and Brown,

1990; Baker et. al., 1986; Nedungadi and Hutchinson, 1985).


Main Aim

To determine the mediating effect of brand image influenced by advertising towards

brand preference

Question Rationale

I purchase my preferred brand of Anti-

bacterial soap due to;

It is categorized as anti-bacterial soap

It is unique

Brand image is a symbol representing a

brand to consumers acting as a

competitive advantage differentiating a

company’s product from those of

competitors which is increased through

continuous advertising (Padgett and Allen,

1997, p.50).

47

The question was to determine the mediating effect of brand image influenced by

advertising towards the preference of antibacterial soaps. According to the figure

4.8.1 above, 73% of the respondent make their purchasing decisions as their

preferred brand’s being categorized as Antibacterial soap where 38% consider the

uniqueness of the product at the brand considering stage. Consequently,

advertising’s creating a significant effect on brand image can be determined

studying the table 4.8.2.3 above. These results further support the idea of Kotler and

Amstrong (1996) and Shimp (1997) as to the purpose of advertising is to increase

brand related stimulation thereby affecting consumer brand preference. There are

several possible explanations for this result which either or may include consumers’

beliefs or attitudes produced over a brand through interpretation, reasoned or

emotional factors (Keegan, Moriarty and Duncan, N.d).

2%6%

18%

48%

25%

6%

16%

40%

28%

10%

0%

10%

20%

30%

40%

50%

60%

StronglyDisagree


agree


Figure 4.8.2.1 - Brand Image

Categorisation

Uniqueness

48


Main Aim

To indicate the mediating effect of Brand association influenced by advertising

towards brand preference

Question Rationale

I purchase my preferred brand of

Antibacterial soap due to;

Past experience with brand name

Availability

Product attributes/ benefits

Presentation of information related to a

brand consistently facilitates strong brand

association that occurs with consumers

identification of the need arises through

attributes and benefits they possess

(Keller, 1993).

The question was to identify the mediating effect of brand association. Hence, with

reference to the Table 4.8.3.3 above, it is as certain that there may be a

considerable effect of advertising on brand association due to the fact that, 83% of

respondent consider their preferred brand’s availability, whereas 62% of

respondents believe their purchase intentions are manipulated by the product

attributes and past experience with the brand name. This result further confirms the

literature reviewed on brand association where Keller (1993) explains that brand

6%

11%

21%

45%

17%

2% 2%

12%

49%

34%

2%

10%

26%

40%

22%

0%

10%

20%

30%

40%

50%

60%

StronglyDisagree


agree


Figure 4.8.3.1 - Brand Association

Past experience

Availability

Product attributes

49

association increases with presenting and promoting brand related information

affecting consumers’ identification when their needs occur.


Main Aim

To indicate the mediating effect of perceived quality

Question Rationale



Product variety

Perception of the quality presented

through Ad

Packaging is attractive

Perception of the quality has an effect on

consumer purchase intention (Fornell et

al. (1996), leading to increase success

of the brand, increasing the brand

preference (Allenby and Rossi, 1991;

Chang and Wildt, 1994; Dawar and

Parker, 1994).

17% 19%23%

36%

5%4%

10%

27%

39%

20%

3%

13%

35%37%

11%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

StronglyDisagree


agree


Figure 4.8.4.1 - Perceived Quality

Product variety

Perception of the quality

Attractive Packaging

50

The question was to determine the mediating effect of perceived quality influenced

by advertising towards brand preference. As per the table 4.8.4.3 above, where the

data indicates the percentage of each factors’ contribution towards the brand

perefrence, whereas 41% of respondent consider product variety, and 48% judge

packaging attractiveness whereas 59% make their purchase intention based on

the perception of the quality presented through the advertisements. Hence, a

significant relation between advertising and its effect on perceived quality can be

determined relating to the test statistics presented above.

Accordingly, these results confirm the association between quality, packaging and

product variety further supporting the idea of Berger et al. (2007); Holbrook (1992);

Banks (1950); Brown (1958); McDaniel and Baker (1977) and Miaoulis and d'Amato

(1978) presented in the literature review under perceived quality.


Main Aim

To indicate the mediating effect of brand loyalty influenced by advertising towards

brand preference

Question Rationale



Overall Quality

Reliability

Cheap alternative brand advertised

Advertising facilitates retaining loyal

consumers and persuade non loyal

consumers’ switching to the advertised

brands (Raj, 1982, p.77). However, Kotler

(1993) is of the opinion that loyalty is

influenced by repeat purchasing.

51

Very little was found in the literature with respect to the research question that is to

determine the mediating effect of brand loyalty affected by advertising towards

consumer brand preference. Consequently, figure 4.8.5 above illustrate the

information related to consumers’ purchase intention of antibacterial soaps. In view

of that, it could be identified that 80% of respondent consider the overall quality of

the brand at the purchasing stage whereas 80% believe in the reliability of the

brand. Moreover, 18% shows the possibility of switching to alternative brands

effected through advertisements.

Considering the above statistics, the researcher identifies the most obvious finding

to emerge from the analysis is the consumers’ tendency towards purchasing their

preferred brand is based on how loyal they are to a particular brand where reliability

and overall quality are significant factors. These results seem to be consistent with

other research which found advertising as an attractive and efficient technique that

can be used to stimulate demand by retaining loyal buyers while facilitating

organizations with reduced switching cost (Shum, 2004, p.241).

1%5%

14%

59%

21%

2% 0%

17%

58%

23%21%

29% 31%

10% 8%

0%

10%

20%

30%

40%

50%

60%

70%

StronglyDisagree


agree


Figure 8.4.3.1 - Brand Loyalty

Overall quality

Brand reliability

Alternative brand

52

Considering the above outcomes obtained after careful review and analysis the data

gathered through 150 respondents, it can be concluded that advertising has a great

impact towards consumer brand preference that has been created through brand

awareness, positive brand images, enhanced brand association, and perceived

quality and brand loyalty among prospective consumers. This will be further

discussed in Chapter 06 under the topic ‘Conclusion and recommendation’.

53

CHAPTER 06 - CONCLUSION AND RECOMMENDATION

5.0 Introduction

This chapter seeks to illustrate conclusions on the research topic; influence of

advertising on consumer brand preference. Author initiates the study by providing a

brief introduction to the subject where background information, rationale and current

situation of the market segment of Antibacterial soaps are illustrated in detail. The

literature review is presented using secondary sources related to the concerns,

focusing mainly on the aspects of advertising, attitudes towards advertising, brand

equity and brand preference which is elaborated further as a critical discussion

collaborated with respective theories which provide basic knowledge and support to

the research findings.

Further, the researcher has indicated the methods and techniques used in

conducting the research under methodology chapter. Accordingly, research is

reviewed using the data presented in the literature review comparing with the results

of findings and analysis. Recommendations are provided discussing the limitations

of the research.

5.1 Reviews of the research objectives

• To review the literature critically examining the influence of advertising on

consumer brand preference;

• to review the literature critically analyzing advertising and consumer buying

behavior, attitude towards advertising and brand equity;

• to determine the mediating effect of attitudes towards advertising and

advertising and brand equity factors;

54

• to undertake primary research by means of questionnaires to gain quantitative

data related to consumer brand preference;

• to make recommendation analyzing the information based on the theoretical

literature and the practical findings for future improvement of advertising

strategies for anti-bacterial soaps advertisers.

With respect to the above, the first two objectives were successfully achieved

through analyzing several concerned sources and theories of multiple authors

presented through the literature review critically describing the concept of advertising

and consumer behavior, attitudes towards ad and brand equity elaborating its key

aspects refers to as brand awareness, brand image, brand association, perceived

quality and brand loyalty. Accordingly, the researcher identified advertising acts as a

great spur enhancing consumer brand preference.

5.2 Key evidence presented in the literature

5.2.1 Advertising

Advertising is a paid promotional method of communication (Kotler et al., 2014)

consists of verbal, informative, visual and emotional elements (Aaker and

Norris,1982; Rossiter and Percy, 1978; Stern, Krugman and Resni, 1981) used to

enhance brand equity (Sawanth, 2012; Ntiamoah, Egyiri, and Kwamega, 2014)

manipulating consumers’ behavior (Yeshin, 2006; Green, 2012) for positive brand

preference (Barker, 1999).

5.2.3 Attitudes towards ad

Attitude toward the advertising is used to measure the advertising effectiveness

(Brown and Stayman, 1992; Batra and Ray, 1986) which oblige consumers respond

favorably or unfavorably towards a brand (MacKenzie, Lutz and Belch, 1986).

55

5.2.4 Advertising and consumer behavior

Effective advertisements have a great impact on consumers’ purchase intention

(Adelaar et al., 2003) by increasing awareness, attitudes and buying behavior

(Abideen and Saleem, 2011) while stimulating and reinforcing brand equity (Raj,

1982; Malik et al., 2013; Shehzad et al., 2014; Kotler, 2013).

5.2.5 Brand awareness

Advertising increase the level of brand awareness (Yoo, Donthu and Lee, 2000)

leading brand to be in the consideration set of purchase (Macdonald and Sharp,

2000, p.12; Hoyer and Brown, 1990; Baker et. al., 1986; Nedungadi and Hutchinson,

1985) creating a strong effect on consumers’ preference for a repeat purchase

(Macdonald and Sharp, 2000, p.12).

5.2.6 Brand image

Advertising increase brand related stimulation (Padgett and Allen, 1997) through

informing, persuading and reminding (Kotler and Amstrong, 1996; Shimp, 1997)

leading to a higher level of brand image which delineates products from competitive

offers (Padgett and Allen, 1997).

5.2.7 Brand association

Advertising facilitates strong brand association (Huang and Sarigöllü, 2012) that

occurs with consumers identification of the need arises through attributes and

benefits they possess (Keller, 1993) influencing preference (Yoo, Donthu and Lee,

2000).

56

5.2.8 Perceived quality

Effective advertising contributes higher overall perception of quality leading towards

higher perception on brand (Allenby and Rossi, 1991; Chang and Wildt, 1994;

Dawar and Parker, 1994) leading to brand preference (Fornell et al., 1996).

5.2.9 Brand loyalty

Advertising facilitates controlling brand switching behavior (Oliver, 2010) persuading

neutral buyers to switch to the advertised brand (Raj, 1982) and retain loyal

consumers’ drifting to competing brands (Shum, 2004) and persuade repeat

purchasing (Keller, 1993).

5.2.10 Brand Preference

Advertising aid higher brand equity (Donthu, 2000) which increases the level of

brand preference that act as a symbol of status due to consumers’ preference in

purchasing branded items than non branded items (Malik et al., 2013).

5.3 Key findings and analysis

According to the literature reviewed, advertising was found to be the most significant

factor contributing to consumer brand preference as multiple authors have presented

different views and opinions as to how and to what extent advertising can create an

impact on brand preference. However, Secondary data together with primary data

collected using a quantitative method and analyzed through SPSS 20 software

enabled the researcher to identify the third and fourth objectives of the research.

According to the literature reviewed, advertising was found to be the most significant

factor contributing to consumer brand preference as multiple authors have presented

different views and opinions as to how and to what extent advertising can create an

57

impact on brand preference. However, Secondary data together with primary data

collected using a quantitative method and analyzed through SPSS 20 software

enabled the researcher to identify the third and fourth objectives of the research.

Respondents’ demographic profiles were analyzed to identify their attitudes towards

the product. Accordingly, results indicated that age is an imperative factor affecting

purchasing behavior of antibacterial soaps where majority 67% of the respondents

were included in age categories of 20 to 30 and 31 to 40. Further, results indicate

gender neutrality in the purchasing of antibacterial soaps.

The most interesting finding to emerge from the analysis is the consumers’

preference for lifebuoy which resulted 43% confirming several other researches

earlier. However, 36% of respondents’ brand preference of Dettol indicates the

highly aggressive competition among two major brands in increasing market share.

The majority (70%) of respondents’ influenced by advertising to purchase the brand,

whereas 68% selection of television as their preferred media than that of 37%

altogether who preferred social media, radio and magazines indicate the influence of

advertising on purchasing decisions.

Results indicate that the majority of the respondents have favorable attitudes

towards antibacterial soap advertisements which further confirms the findings of

MacKenzie and Lutz (1989); Brown and Stayman (1992) and Batra and Ray (1986)

that recognize attitude towards ad as a mediator influencing brand preference.

Brand equity is directly associated with brand awareness, brand image, brand

association, perceived quality and brand loyalty (Severi and Ling, 2013).

Accordingly, in this study, it could be identified that most of the respondents’

behavior in purchasing their preferred brand is manipulated by advertising strategies

used by organizations in brand building, especially on the physical attributes such as

brand name/ logo, perception of the quality, product attributes and benefits,

58

attractive packaging and categorization of the brand as antibacterial soaps. It could

also be noticed that, reliability and overall quality are the most significant factors

contributing towards brand preference which further confirms the suggestion of

Kotler and Amstrong (1996) and Shimp (1997) that brand related stimulation is

increased with advertising that highly affect consumer brand preference.

5.4 Limitations of the research

The limitation in this research is subject to taken into account when considering the

preparation of the concluding chapter, which is based on three aspects such as

literature review, data collection and variables contemplated. The author’s choice of

the Antibacterial soap market as the study population that consist of existing and

new consumers of different age groups facilitated more reliability and accuracy of

the responses. However, only few variables were measured under the study relating

to brand equity, which means that the value of the brand from consumers’

perception is partially measured as it may include other variables such as

consumers’ purchase intention and the reasons of brand preference that would have

brought the research into a new dimension with remarkable findings.

Further, research outcomes and findings are incompetent in explaining the

possibilities of observed patterns in the study due to the limitations of cross sectional

study (Easterly-Smith, Thorpe and Lowe (2003) and generalizing the outcomes of

this research is ineffectual due to using the convenience sampling technique. Using

quantitative method restricted the research to gather more information which could

enhance the knowledge (Moll et al, 1992).

Recommendations

Appropriate recommendations are given to the issues identified with regard to the

research topic as described in the table 5.5 below.

59

Table 5.5 - Recommendations

Issues identified Recommendations

Cross-sectional analysis may not properly

display the experiential changes in models

and the causality of the brand equity

(Smith et al., 2003).

Longitudinal studies that measure

representative sample population

continuously for a particular period of

time is recommended for future studies

(Burns and Bush, 2003).

Researcher’ selecting convenience

sampling is restricted generalization of the

findings.

The probability sampling technique is

recommended to be used for future

studies to improve and enhance the

validity and generalization of findings.

Researcher’s using only close ended

questions restricted the author gaining

additional information for a more

successful research.

Open and close ended questions can

be used for more meaningful research

(Walliman, 2011; Moll et al., 1992).

60

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CHAPTER 7 - APPENDIX

7.1 Timeline for the Project

Description Week

1

Week

2

Week

3

Week

4

Week

5

Week

6

Week

7

Week

8

Submit Proposal

Prepare Introduction

Search Literature

Prepare Literature Review

Prepare Methodology

Chapter

Prepare Primary Data

Questions based on

Literature Review

Begin gathering Primary

Data

Analyse Primary Data and

discuss

Prepare findings and

analysis Chapter

Prepare Conclusions and

Recommendations Chapter

Submit The Project

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7.2 Questionnaire

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7.3 Summary of Literature reviewed

Developed Questions Literature reviewed Author

What do you think of anti-

bacterial soaps

advertisement? Appealing/

High Quality/ pleasant

direct experience, certainty

or accessibility from

memory beliefs and

advertising reactions

Moore and Hutchinson,

2005

Kraus, 1990

Attractive advertisements

Brand name/ Logo

I am familiar with the

brand

Brand Name

Familiarity

Keller, 1993

Anh (2013

It is categorized as Anti-

bacterial soap

It is unique

concepts, feelings or

attitudes

Tuominen, 1999

Keller, 1993

Past experience with

brand name

Availability

Product attributes/

benefits

attributes to the product

figurative or the attitudes

Tuominen, 1999

Keller, 1993

Product variety

Perception of the quality

presented though Ad


perception on quality

product variety

packaging

Fornell et al., 1996

Allenby and Rossi,

1991, Banks, 1950,

Brown, 1958

Overall quality is high

Brand is reliable

Alternative brand

advertised was cheaper

Beliefs

brand attributes/

performance

brand switching behaviour

Keller, 1993

Oliver, 2010

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7.4 Project Rationale Table

Question 01 Do you use Anti-bacterial Soap?

Rationale To indicate the usage of antibacterial soaps

Relation to the

Literature

Anti-bacterial soaps have an emergent demand among

consumers as a hygienic product preventing illnesses

(Lifebuoy, 2015%).

Question 02 Gender

Rationale To determine the gender influenced by advertising

Relation to the

Literature

Advertising involves in delivering allied information of product or

service to potential consumers affecting their purchase intention

(Hussain et. al., 2008, p.29; Ntiamoah, Egyiri, and Kwamega,

2014).

Question 03 Age

Rationale To determine the age influenced by advertising

Relation to the

Literature

Advertising rarely determine the purchasing behaviour and total

advertising rarely affect total market size (Vakratsas and

Ambler, 1999).

Question 04 What is your preferred Brand?

Rationale To understand the brand preference of consumers

Relation to the

Literature

Brand preference is the consumers’ tendency toward certain

brands that vary at a particular time depending on one’s salient

beliefs (Ajzen and Fishbein, l976, P.889).

Question 05 How did you hear about anti-bacterial soaps?

Rationale To identify the sources of awareness

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Relation to the

Literature

Ewen (2008) is of the belief that the basic purpose of

advertising is to provide efficient and massive distribution of

products whereas the functional goal is creating consumers’

desires or habits.

Question 06 What is your preferred media?

Rationale To identify sources of brand awareness

Relation to the

Literature

Consumers’ purchase intention is highly affected by advertising

(Adelaar et al., 2003) where selecting the right media is utmost

important (Trehan and Trehan, 2009).

Question 07 What do you think of anti-bacterial soaps advertisement?

Rationale To understand the effect of attitude towards advertising

Relation to the

Literature

As Abideen and Saleem (2011, p.56) and Moore and

Hutchinson (2005) illustrate positive or negative reactions to

the advertisements increase or decrease the possibilities of

uplifting consumers’ purchase intention towards certain brands.

Question 08 I purchase my preferred brand of Anti-bacterial soap due to;

Attractive advertisements

Brand name/ Logo

I am familiar with the brand

Rationale To indicate the brand Awareness including brand recall and

brand recognition

Relation to the

Literature

Brand awareness creates impact on consumer decision making

(Huang and Sarigöllü, 2012, p.92) by means of higher recalling

or recognizing the brand ultimately increasing sales (Hoeffler

and Keller (2002, p.79).


It is categorized as Anti-bacterial soap

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It is unique

Rationale To indicate the mediating effect of Brand image influenced by

advertising towards brand preference

Relation to the

Literature

Brand image is a symbol representing a brand to consumers

acting as a competitive advantage differentiating a company’s

product from those of competitors which is increased through

continuous advertising (Padgett and Allen, 1997, p.50).


Past experience with brand name

Availability

Product attributes/ benefits

Rationale To indicate the mediating effect of Brand association influenced

by advertising towards brand preference

Relation to the

Literature

Presentation of information related to a brand consistently

facilitates strong brand association that occurs with consumers

identification of the need arises through attributes and benefits

they possess (Keller, 1993).


Product variety

Perception of the quality presented though Ad


Rationale To indicate the mediating effect of perceived quality influenced

by advertising towards brand preference

Relation to the

Literature

Perception of the quality has an effect on consumer purchase

intention (Fornell et al. (1996), leading to increase success of

the brand increasing the brand preference (Allenby and Rossi,

1991; Chang and Wildt, 1994; Dawar and Parker, 1994).

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Overall quality is high

Brand is reliable

Alternative brand advertised was cheaper

Rationale To indicate the mediating effect of Brand loyalty influenced by

advertising towards brand preference

Relation to the

Literature

Advertising facilitate retaining loyal consumers and persuade

non loyal consumers’ switching to advertised brands (Raj,

1982, p.77). However, Kotler (1993) is in the opining that loyalty

is influenced by repeat purchasing.

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