RESEARCH PROPOSAL

Topic/Title:
Factors effects on consumer purchase/buying intension

Modal of study:

Advertisement

Packaging/design

Store Displays

Abstract:

Purpose of this study is to ensure the buying or purchase physiology of consumers and to developed strong relation between consumers and buying for particular product. For this purpose we have three independent variables such as store display, packaging\design, advertisement and analyzing the association of these three independent variables on dependent variable that is consumer purchase intention .for this purpose data will be collected from 100 respondents through questioners and spss will use for critical evaluation and analysis of data. results will shown that if any one of these three independent variable will lose or weak then the negative results occurs on consumer buying behavior because if u advertise your product very much strongly and also packaging and design will good enough but when the situation , site and environment at which consumers interact with product will not good enough or irritating then consumers will not satisfy with the product or environment and they will not buy particular product and on other hand if you not advertise your product very much and have not well packaging \design but the environment at which u deliver product or services is much friendly fresh and comfortable then consumers will attract towards particular product. so the association between store display, packaging\design, advertisement and consumer buying intention is very strong. Key words: consumer buying, intention, store display, packaging\design, advertisement.

Introduction and Background:

The study of purchasing process is a complicated study. In the purchasing process, buyer decides to purchase a particular product. Several factors effect buyer purchasing decision to buy a particular product such as knowledge about product, quality of product, price, packaging/design, celebrity endorsement, fashion, family relation with the product, advertisement, brand image etc. But we are interested to analyze the effects of three independent variables such as packaging/design, advertisement, store displays on one dependent variable and that is consumer purchase or buying intension. Store display environmental stimulus variations in a store produce changes in consumers emotional states and hence trigger the purchase decision for particular product or also impulse buying. A store environment consists of a number of components including lights, sounds, smells, and sales associates. These components could be classified as ambient factors, design factors, and social factors. These factors contribute to the background conditions of a store that tend to impact on the consumers immediate awareness. Design factors include visual cues such as decoration and color. The design environment is further divided into functional and aesthetic dimensions. Aesthetics include decorations and wall color. Functional dimension include store layout. Social factors are people components of the environment including the sales associates and other consumers in the store. In addition to the above factors, store also provides consumers with promotion (e.g. sales and free gifts) as another form of stimuli that are considered part of the store environment that influence impulse buying (Young and Faber 2000). As well Of all marketing weapons, advertising has leading impact on viewers mind, as its exposure is much more (Katke, 2007). Advertising is a way of communication to convince an audience for taking purchase decision about a product or service and delivering information to viewers. Todays successful companies have one thing in common, they are strongly customer focused and heavily committed to marketing. Marketing is an essential element in business.

Marketing impact in the daily lives of consumers like the brand of clothing, web sites visited and watched the advertisement. Users are also exposed to various options in the market for products and services. Successful marketing strategies to attract prospective customers to use the products and services offered by increasing the sales and profitability of the business.(Kotler and Keller, 2009). This is where advertising and brand management are relevant. Advertising is a subset of promotional mix i.e. product, price, place and promotion. As a promotional strategy, advertising serve as a major tool in creating product awareness and condition the mind of the potential customer to take eventual purchasing decision. The packaging is the most important factor. The consumer buying behavior is dependent on the packaging and on its features. Packaging elements like Packaging color, Background Image, Packaging Material, Font Style, Design of wrapper, Printed Information and Innovation is taken as predictors. Due to increasing self-service and changing consumers lifestyle the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So package performs an important role in marketing communications, especially in the point of sale and could be treated as one of the most important factors influencing consumers purchase decision. According to Rundh (2005) package attracts consumers attention to particular brand, enhances its image, and influences consumers perceptions about product. Also package imparts unique value to products (Underwood, Klein & Burke, 2001; Silayoi & Speece,2004), works as a tool for differentiation, i.e. helps consumers to choose the product from wide range of similar products, stimulates customers buying behavior (Wells, Farley & Armstrong, 2007). Thus package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumers purchase decision. In this context, seeking to maximize the effectiveness of package in a buying place, the researches of package, its elements and their impact on consumers buying behavior became a relevant issue. The importance of the study is valuable for market as well as marketers because advertisement and product packaging\ design is the direct factors that effects or attracts the consumer but store display or environmental stimulus are indirect factors that effects consumers perception and state of mind when product packaging\design and advertisement is very effective but the environmental stimulus cannot be effective as much as it should be so it cannot attractive for consumer but also detractive as while .so the study of these three factors are very important.

Purpose statement:
In order to improve the consumer satisfaction by these three factors that are most influencing factors to attracts the consumers because store display , advertisement & product packaging creates the positive emotional response towards buying the particular product and as well as markets concerns we need creativity and innovations in our these three variable factors to keep buying from consumers.

Key definations of variable:

1. Dependent variable:
Consumer buying\purchase intension:

The process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs.

2. Independent variable:
Store display:

A store environment consists of a number of components including lights, sounds, smells, that associates emotional states and hence trigger the purchase decision for particular product or also impulse buying.
Product packaging\design:

Packaging color, Background Image, Packaging Material, Font Style, Design of wrapper, Printed Information all includes in Product packaging\design
Advertisement :

Advertising is a way of communication to convince an audience for taking purchase decision about a product or service and delivering information to viewers.

Objectives of study:
1- Determine the main dimensions of store environment. 2- Investigate the relationships between store environment and consumer moods for buying. 3- To examine the modes of advertisement effect the user behavior. 4- To improve the packaging design and style to attracts consumers.

Significance of the study:

This study signifies its value to literature as well as the policy makers to devolped their marketing and administrative strategies in concern to their consumers consent. In literature and scholarly research , the study take its part as it can use globally in other countries of the world because the dependent and independent variable uses in this study are the very much often familiar and have strong impact on most types of products in the world and the knowledge and information a researcher gain from this study can b uses for its future researches and further consideration . And on the other hand the study helps to policy makers , companies ,entrepreneurs, individuals, business and corporate sectors to use the knowledge gathered from this study to improve the consumer satisfaction by these three factors that are most influencing factors to attracts the consumers because store display , advertisement & product packaging creates the positive emotional response towards buying the particular product and as well as markets concerns we need creativity and innovations in our these three variable factors to keep buying from consumers and to improve the packaging design and style to attracts consumers, improve modes of advertisement effect the user behavior, understand the dimensions of store environment to improve and create a comfortable friendly environment . Main research Question:

What is the effect of Store display, Advertisement and Product packaging & design on consumer buying\purchase decision?

Hypothesis of the Study:

This paper focuses on the factors that affect buying behavior/decision of. Based on the factors that influence the buying behavior, the following hypotheses are developed. Hypothesis 1 H1: Advertisement has a positive influence on buying behavior . H0: Advertisement has no influence on buying behavior . Hypothesis 2 H2: Packaging/design has a positive effect on buying decision . H0: Packaging/design has no effect on buying decision . Hypothesis 3 H3: Store display has an positive association with Purchase intension . H0: Store display has no association with Purchase intension .

Literature review:
Sail, M. F., Gulzar, A., Riaz, N. and Nawaz, B. (2011). The purpose of the study is to explore the effect of packing and labeling on consumer buying behavior. Data was collected through questionnaire by distributing among 200 peoples.. Result showed that brand image and packing had a positive impact on buying behavior of young consumers, it also told us that labeling had no impact on consumer behavior. Results also showed that brand image mediates the relationship of packing and buying behavior and brand image dont mediates the relationship of labeling and buying behavior of young consumers. Mohammad, O. A. and Mohammad, T. B. (2011). The aim of the study is to determine the relationship between the celebrities on advertisement and buying decision of consumers. 91 questionnaires responses were collected. Results showed that celebrities doesnt influence the buying decision of consumers , the advertisements using celebrities doesnt appeals the consumers than non celebrity. Karbasivar, A. and Yarahamdi, H. (2011). The area of concern in this article is impulsive buying behavior .unplanned buying behavior made just before buying and there are several factor that influence impulse buying behaviors and that are window display, credit card, promotional activities (cash discount, free product) .275 respondent questioner were use to get result and results shows that there is effective relationship between impulse buying to these factor (window display, credit card, promotional activities (cash discount, free product). Hadjiphanis, L. (2011). The intention of the study was to explore response of perception and attitude toward advertisements. A qualitative research based questionnaire was used in this research. 96 persons filled out the questionnaire out of 200. The results show that all medium except TV advertisement were ignored by the Cypriot consumers and advertisement techniques like special offers increased sales but free sampling and packing doesnt persuade consumers to

buy the product. It also showed that advertisement generate sales. Future research might be conducted Considering Children as the part of population as children appeals to packing more than adults, long term and short term advertisement effect on consumers. Saleem, S. and Abideen, Z. deliberate the successful advertisement and its influence on consumer buying behavior. The purpose of this study is to examine the association between environmental response and emotional response with consumer buying behavior as well as attitudinal and behavioral aspects. They acquire telecommunication services users as their population from Lahore, Islamabad and Rawalpindi. 200 questioner responses collected. They set up that relationship between environmental response and consumer buying behavior is weak, affiliation between emotional response and consumer buying behavior is strong. Means consumer buys those products more through they are emotionally attached instead of environmental response. Future research planned in this study was individuality distinctiveness of consumer and find their collision on consumer buying behavior. All-Share, F. and Al Salaimeh, M. (2010). The purpose of the study is to determine Degree of satisfaction about the effects of TV advertisement. One hundred families from Arbid city is selected and filled out the questionnaire. Results show that TV advertisements considered as the best way to communicate with consumers about the product. Through this producer demonstrate their products and tell consumers that their product had features and different from other brands in market. TV ads increased the price of product because consumers buy products mostly with TV ads. They usually dont buy the products without TV ads. Rasool, S., Rafique, Y., Naseem, M. A., Javaid, S., Najeeb, M. and Hannan, M. (2012). Purpose of the study is to observe that income and gender influence the user behavior or not? And for this toothpaste brand is selected. Data collected from 150 respondents. Results showed that people like advertisement but their buying behavior doesnt influence by advertisement. Income pays an important role in buying behavior so when income change consumer buying behavior also changed. Mens liked advertisement because through ads they got additional information about their products but the impact of advertisement on females is opposite. Females like new products. Taghizadeh, H. and Fesghandis, G. S. (2011).The purpose of this article is to identify and prioritize the key factor that influence consumer buying behavior regarding furniture in iran data collected from 93 respondents though questioners and the finding suggest that these 1-11- factor are effects purchase decision quality, satisfactions styling price, finishing operation, performance, safety with , shape , use and excellence. Shoaib, M., Bilal, M. Z., Iqbal, A., Hassan, S. A. and Sher, F. (2012). The intent of the study is to examine effect of advertisements on consumer buying behavior in Allama Iqbal Town, Lahore,. 185 families were selected from allama iqbal town, Lahore for the survey. Sample was selected ranging from 20-55 age groups. Interviews were conducted to collect the data. Results revealed that the ads by celebrity stars influence the buying behavior of consumer, because people think that celebrity stars convey about the features of products in a better way. People feel very satisfied in using the products advertised by celebrity stars

Bashir, A. and Malik, N. I. (2009). Aim of this research is to inspect the efficacy and recognition of electronic advertisement on university students, Soup was selected as brand. 150 students of university of Sargodha including of boys and girls(75 each). Findings suggest that advertisements influence the consumer more than other factors. Consumers accept the advertisements in which appeals were used. The personality used in advertisements more influence the consumer behavior rather than the keywords/caption used in ads. Ismail, Z., Masood, S. and Tawab, Z. M. (2012).Purpose of this study of this to determine what factor are influence consumers to purchase of international Brands over local brand. The data were collected from 200 questioners (16-24) and result shown that price and quality are two main factors because that is an associating of high price with high quality and the other factors are country of origin, social status, ethnocentrism and friend family. Jennifer L. H., John A. B., and Kelly D. B. (2009) described primary effect of TV food advertisement on eating behavior. The purpose of the study is to check the effect of TV food advertisement on eating behavior from which obesity creates. Variables used in this study were Food advertising, priming, eating behavior, children, and obesity. Methodology used in this study that children were experience by showing them cartoons with and without TV food advertisement, recorded their response. Adults by providing them snack while watching TV. Result showed that children and adults both were influenced by the TV advertisements. The eating behavior for food or FMCG increased. Food advertisement increased the sale of foods. This condition is more than the brand loyalty. This is the condition that leads to obesity, a fast growing cause of daises and death. Bananaj, H. and Ahmadi, S. M. (2012). Reason of the study is to investigate the impact of TV advertisement on buying behavior. Through Survey 66 persons responded. The techniques used were sample descriptive and t-test. The result showed that there were significant impacts of TV advertisement on buying behavior of consumers in the stage of conviction. Shah, S. S. H., Aziz, J., Jaffari, A.R., Waris, S., Ejaz, W., Fatima, M. and Sherazi, S.K. (2012). The article is all about the smokers purchase intension. In this article purchases intension is dependent variable and attitude, attachment and image is independent variable for this purpose the data were collected through questioners from 150 respondents and the result show that the is no effect of environmental consequences on smoker choice attached and that is pakistan tabaco company brand. Khan, S. (2012). The study aims to identity key factor influencing women purchase decision in Peshawar regarding cosmatics. Data collected from 80 womens and the finding are showed that there are many factors like, family friend purchasing advisor, consumer, resourse quality price. That play an influencing role in purchase decision of womens in conmatics but quality brand image personality have strong impact on purchasing decision of women regarding cosmatics. Jaktien, S., Susnien, D. and Narbutas, V. (2008). The purpose of study was that advertisement affects the psychological aspects of consumer behavior (cognitive, emotional and behavioral). 155 respondents filled the questionnaire. The results showed that almost all psychological aspects were influence by advertisement. Cognitive aspect relates to the memory, perception, sense, attention, reasoning and language through a person receive information from

advertisement. Emotional aspect also influence by advertisement because it create positive feeling and behavioral aspect also achieved. Koutroulou, A. and Tsourgiannis, L. (N.D). Purpose of this study is to examine that what factors effect the people to purchase local produced goods specially in xanthi city of Greece and for operations 100 interview conducted and then result show that these are the factors topicality of produce, Quality, health issue, appearance, freshness, taste, curiosity and prestige that effect the Decision in purchasing local produced good and have significant relationship with buying behaviors. Ahmed, F. A., Akhtar, S., Hijazi, S. T. and Khan, B. M. (2010). The idea of the study was to check that how advertisement affects the children behavior . Two Questionnaires were design for children and parents. 330 students and 107 parents filled out the questionnaire. Results revealed that children buying behavior doesnt change through advertisement, they insist to buy thing they like not by influencing from ads. Parents dont believe that advertisement had negative impact on children but they said that ads were the source of information for children. Martinka, L. (2012). The objective of study is to find out the how effective was advertisement on social media, and how it influence the consumer behavior. Used both qualitative and quantitative analysis. He conducted the survey through his friends, colleagues, family, and Gonzaga students in western Washington. Results revealed that social media had an impact on consumer online purchasing behavior. Between facebook and twitter, facebook was the mode that had a more impact on consumer behavior instead of twitter. Consumer behavior influenced because the ads on social media saw by consumers and they enhanced etheir knowledge . Niazi, G. S. K., Siddiqui, J., Shah, B. A. and Hunjra, A. I. (2012) .In this article we studied that what factory play positive role in women purchase decision regarding branded cloth for the result 415 Questioner were filled by females (20-35) and we find that the branded clothes have positive image due to status branding and reference group.

Research methodology:
The research described in this study adopts quantitative method and positivism paradigm of research. Methods: Generally, research methods can be classified in a to two categories quantitative and qualitative research Each of them encompasses a variety of approaches, which are determined on the kinds of data being collected. Quantitative research focuses on analyzing numerical data whereas qualitative research deals with meanings, examining the attitudes, feelings and motivations of people (Babbie, 2004; Dey, 1993). As for qualitative research, it is more likely to look into peoples in-depth feelings, for example, attitude (Kirk and Miller, 1986). Paradigms:

That aims to discussing different theories and research methods, as well as justifying the most suitable approach for the research topic .Based on the methodology used, research theories can be classified into different types. There are three research traditions, namely positivism, interpretive and Pragmatism . During the course of business research methods, data are gathered, recorded and analyzed in a systematic and objective manner so as to apprehend and foresee how consumers feel, think and behave (Arnould et al., 2004). Positivism is referred to as 'scientific method' or 'science research' and reflects a deterministic philosophy in which causes probably determine effects or outcomes. Interpretivist/constructivist approaches to research have the intention of understanding "the world of human experience. The interpretivist/constructivist researcher tends to rely upon the "participants' views of the situation being studied" (Creswell, 2003, p.8) and recognises the impact on the research of their own background and experiences. Pragmatism is not committed to any one system of philosophy or reality. Pragmatist researchers focus on the 'what' and 'how' of the research problem (Creswell, 2003, p.11). Population and sample, Data collection , Reliability and validity , Data analysis : The reliability and validity of the data and findings are of pivotal importance to the whole research. These determine whether the research can useful findings or not. Reliability connotes to the consistency on the research results, which are judged by different observers or by the same observer on different occasions (Hammersley, 1992). As pointed out by Davis and Bremner (2006), to justify reliability, one can replicate the same research to see whether the same outcomes are obtained on subsequent occasions. While reliability is correlated to consistency, validity concerns about the truth (Silverman, 2000), giving an accurate account to the social phenomena (Hammersley, 1992). However, it is found that having reliable research results is not always attributable to valid outcomes (Davis and Bremner, 2006). The research will be coducted in lahore .The independent variables selected for this study are; packaging/design , advertisement, store display and the dependent variables analyzed in this is purchase intention . Pilot study was conducted for the evaluation of the questionnaire. Before pilot study, questionnaire was sent to 20 respondents and they were asked to comment critically and feedback was used to improve the quality (wording, style, addition, deletion, etc) of the questionnaire. The population of our study consists of the general public of Pakistan. The research questionnaire is about the consumer goods. The questions used measurement by likert scale of 1 to 5. At the final stage one hundred and fifty (150) questionnaires were circulated, out of which 130 were returned. one hundred questionnaires were found valid. Therefore size of our sample is 100 and the population of our research is self earning , self spending and households Mens Womens. spss analysis will executed to get the results.

Ethical consideration:
Research ethics, as that term is usually used, Being an investigators while conduct research I faces complex ethical concerns. Ethical considerations in planning and conducting research on human subjects is most often important step to going through for a research. There are many ethical issues to be taken into serious consideration for research.

 I shall obey all Ethical considerations, confidentiality issues, rights of human

subjects, and uses of monitoring data in research and regulation. I shall have the permission of the people who will be studying to conduct research. I promise to avoiding completely Plagiarismusing the ideas, writings, and drawings of others as your own. I shall not to do anything that would cause physical or emotional harm to my subjects. The implication to all applicable laws and regulations. I shall be very careful how my word sensitive or difficult during interviews. I promise to avoiding completely Fabrication and falsificationmaking up or altering data. Objectivity as well as subjectivity in my research is another important consideration. I shall not infer my own thinking or words or ideas in research while compiling the results without conforming that its my own. I promise for complet secrecy of data as personal as well as their opinions that will collect from respondents. Assuring that research has to be approved by an ethics review committee to make sure I shall not violating any of the above considerations. When reporting results I sure that I accurately represent what I observed or what will be told.

Limitations and delimitations:

The present research has some limitations. The first limitation was about the sample selection because the entire sample is taken just from the Lahore city.The study is conducted at primary stage and the results cannot be generalized. Due to the shortage of time and resources the research has been limited to only 100 respondents which in other case could have been done on more people to make the research even more realistic and authenticated. Further research can be create a more generalized result by taken a large sample size and from the various cities of Pakistan.

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