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Brand Image

BUSINESS RESEARCH
METHODS

TERM REPORT

PRESENTED TO:
MR. HUMAIR HASHMI

PRESENTED BY:
SADIA IRSHAD
SOHAIL AHMAD
IMRAN KHAN AFRIDI

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AFFECT OF BRAND
IMAGE ON SALES OF
COROLLA

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TABLE OF CONTENTS

1.Executive Summary------------------------- 4

2.Introduction----------------------------------- 5

3.Methodology---------------------------------- 9

4.Results------------------------------------------ 11

5.Discussion------------------------------------- 19

6.Acknowledgements-------------------------- 20

7.References------------------------------------- 21

8.Table of contents 2-------------------------- 22

9.Appendix-------------------------------------- 23

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EXECUTIVE SUMMARY
The topic of our research is, “relationship between brand

image and sales of Toyota Corolla cars”. We have conducted

this research to find the relation between the independent

variable (brand image) with the sales of Toyota Corolla cars.

We have proved the null hypothesis wrong. As the research

show a positive relation between the independent variable

and dependent variable.

The sample size used is 100 choosing 40 respondents from

one stratum and 60 respondent from another stratum. The

respondents of study were selected randomly from two

strata (Defence, Illama Iqbal Town) selected from the city of

Lahore.To control the intervening variables randomization

was used.

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By using two tailed ‘t’ testing and taking 95% confidence

interval it is clear that brand image has affect on the sales of

Toyota Corolla cars and it enables us to reject our null

hypothesis that was there is no relationship between the

brand image and sales of Toyota Corolla cars.

This information can be useful for the Toyota Indus Motor

company to improve their brand image by giving more and

more valve to Corolla cars. At the same time they can

improve other variables( price, spare parts, quality, and

resale value) to generate more and more sales and to beat

thrie competitors with the help of high brand image.

INTRODUCTION
Problem

This research was conducted to find out the relationship

between brand image and the sales of Toyota Corolla

cars.

We have used the field study method for our research. This

method was most suited to our area of study because

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relevant information could be gathered in the actual

environment.

Various researches have been conducted in the past that

concluded that brand image has an affect on the sales of

cars. So, we are going to find out that is Toyota Corolla has

brand image and if it has then what will be the affect on

sales.

Background

Creating a powerful corporate brand image, a market

discipline for the 21st century (Steven Howard). If the people

in the market sector didn’t necessarily warned the image, no

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matter how good a product it was attracted to (BBC News).

Kia works to bolster its brand image (Automotive News,

2001). Creating a brand communication means building and

consummating the trust with your customer. The customer

rewards this trust by repurchasing and advocacy of your

brand (Sachin Mehta).

This is not only applying on the car companies that brand

image affect the sales. It even applies on the all kind of

companies. The purpose of this research is to convey the

customer’s point of view to the car manufacturing

companies. So that after getting all information, managers

could change the strategies and the polices to increase the

sales. We hope that car manufacturing companies will

benefit from our research.

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Rationale

We have studied the relation between brand image and the

sales of Toyota Corolla cars. We conducted the research to

find out relationship between brand image and sales of

corolla cars.

THEORETICAL FRAMEWORK

Independent Variables: Brand Image

Dependent Variable: Sales of Toyota Corolla cars

Intervening Variables: Spare Parts, Resale Value,

Advertising, Price, Income Level, and Leasing

Independent Variable Dependent

Variable

Brand Sales of

Image Toyota

Media, Spare Parts,


Price, Income Level

Intervening Variables

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We expect that brand image has affect on sales of corolla

cars. Because the past researches proved it that the brand

image has the affect on the sales of the cars. We made sure

that we went to the area of study at the most appropriate

timing so that to interact with the respondents personally

while getting the responses of questions asked. Questions

will be asked under friendly conversation. Here is the

hypothesis of study.

Null Hypothesis

There is no relationship between the brand image and

the sales of Toyota Corolla car.

Alternative Hypothesis

There is a relationship between the brand image and

the sales of Toyota Corolla cars.

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METHODOLOGY

Subject

People belonging to the different classes (Upper, Middle )

were the subjects of the study. However the sample size of

our research was 100. The sample size is determined by the

practical method. Selection of the subjects from sample was

determined by Stratified random sampling in Lahore. We

randomly chose 6 naturally occurring strata. We had

chosen the two strata randomly. Then select 40

respondents from one stratum (Defence) and 60

respondents from another (Illama Iqbal Town).

The two strata identified are:

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1. Defence - Residents

2. Illama Iqbal Town – Residents

Apparatus

We have used the questionnaire to gather the data. The

questionnaire was carefully designed under the inspection of

course instructor. The questionnaire contained eight

questions as can be seen in the Appendix. All the questions

were close-ended questions to save the time of respondents.

The questions asked related to brand image and sales of

corolla cars. The aim is to find out the affect of brand image

on the sales. questionnaire were personally distributed and

collected. The procedure gives a detail how the results were

interpreted.

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Procedure

For our research the sample size was 100 and we randomly

chose 2 strata’s and chose 40 respondents from one stratum

(Defence) and 60 respondents from another stratum (Illama

Iqbal) randomly. We randomly choose 40 from Defence

because geographically Defence is smaller than IllamaIqbal

town. ed. Further a friendly conversation explaining the

reason of study was done wherever the questionnaire was

personally administered. The questionnaire greeting assured

that respondent’s information would not be shown to anyone

and ended with a greeting and thank you note.

RESULTS

Table 1

DO YOU OWN A CAR?

Frequency Percent
YES 87 87.0

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NO 13 13.0

TOTAL 100 100.0

Table 1 shows that 87% people own a car and 13% people
do not own a car.

Table 2

WHICH CAR COMPANY HAS HIGH BRAND IMAGE?

Frequency Percent

Toyota 65 65.0

Suzuki 12 12.0

Honda 23 23.0

Total 100 100.0

Table 2 shows that 65%people say that Toyota company has high brand image and 12%

people says that Suzuki has high brand image and 23% people says that Honda has high

brand image. Mostly people say that Toyota has high brand image.

Table 3

WHY YOU PREFER THE BRAND

Frequency Percent

Price 7 7.0

Quality 15 15.0

Resale 9 9.0

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Performa 9 9.0
nce
Price and 5 5.0
quality
Price and 23 23.0
resale
Price and 3 3.0
performa
nce
Quality 20 20.0
and
resale
Quality 7 7.0
and
performa
nce
Resale 2 2.0
and
performa
nce
Total 100 100.0

Table 3 shows that7% people prefer price to buy a brand and

15% people prefer quality to buy a brand and 9% people

prefer resale value to buy a brand and 9% people prefer

performance to buy a brand and 5% people prefer price and

quality, 23% prefer price and resale, 3% people prefer price

and performance, 20% people prefer quality and resale

value, 7% people prefer quality and performance, 2% people

prefer resale value and performance to buy a brand. It shows

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that price, quality and resale value are affect the sales of a

brand.

Table 4

DO YOUR FRIENDS INSISTS YOU TO BUY A TOYOTA COROLLA


CAR?
Frequency Percent

Yes 64 64.0

No 36 36.0

Total 100 100.0

This table 4 shows that 64% people buy a Toyota Corolla

because of the word of mouth and 36% people have their

own opinion to buy a Toyota Corolla car. This table shows

that mostly people buy a Toyota Corolla because of the word

of mouth which means that brand image affect the sales of

the Toyota Corolla Car.

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Table5

DO YOU THINK THAT SPARE PARTS OF TOYOTA ARE EASILY

AVAILABLE IN THE MARKEK?

Frequency Percent

Strongly Agree 57 57.0

Agree 40 40.0

Neutral 3 3.0

Total 100 100.0

Table 5 shows that 57% people are strongly agreed that

spare parte of the Toyota Corolla are easily available in the

market and 40% people agree that spare parts are easily

available in the market and 3% people are neither agree nor

disagree of this statement.

Table6

DO YOU THINK THAT TOYOTA COROLLA HAS HIGH BRAND


IMAGE?

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Frequency Percent

Yes 99 99.0

No 1 1.0

Total 100 100.0

Table 6 shows that 99%people says that Toyota Corolla has

high brand image and 1% people says that Toyota Corolla do

not have high brand image. So mostly people agreed that

Toyota Corolla has a high brand image.

Table7

IS BRAND IMAGE HAS AN AFFECT ON YOUR BUYING


DECISION

Frequency Percent

Yes 82 82.0

No 18 18.0

Total 100 100.0

Table 7 shows that 82% people say that brand image affect

the sales of Toyota Corolla cars and 18% people says that it

is not right. . It is the main question on which our research is

revolving around.

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Table8

WHAT IS YOUR AVERAGE INCOME PER MONTH (RS)?

Frequency Percent

Less then 1 1.0 1.0


10,000

10,001 to 6 6.0 6.0


20,000

20,001 to 15 15.0 15.0


30,000

30,001 to 22 22.0 22.0


40,000

40,001 to 12 12.0 12.0


50,000

50,001to 17 17.0 17.0


60,000

60,001 to 11 11.0 11.0


70,000

70,001 to 7 7.0 7.0

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80,000

80,001 to 6 6.0 6.0


90,000

90,001 to 3 3.0 3.0


100,000

Total 100 100.0 100.0

Table 8 shows that 1% people have their income less than


10,000 and 6% people have income between 20,001 to
30,000,16% people have between 20,001 to 30,000, 22%
people have income between 30,001 to 40,000, 12% people
have income between 40,001 to 50,000, 17% people have
income between 50,001to 60,000, 11% people have income
between 60,001 to 70,000, 7% people have income between
70,001 to 80,000, 6% people have income between 80,001
to 90,000, and 3% people have income between 90,001 to
100,000.
STATISTICS

t df Sig. (2- Mean 95% Confidence


tailed) Difference Interval of the
Difference

Lower Upper

Do you own a car 3.846 99 .000 .1300 6.293E-02 .1971

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Which car 6.880 99 .000 .5800 .4127 .7473


company has high
brand image

Why do you prefer 16.516 99 .000 4.2700 3.7570 4.7830


the brand

Do your friends 7.462 99 .000 .3600 .2643 .4557


insist you to
purchase a Toyota
corolla car

Do you think that 8.242 99 .000 .4600 .3493 .5707


spare parts of
corolla easily
available in the
market

Do you think that 1.000 99 .320 1.000E-02 -9.8422E- 2.984E-02


corolla has 03
a high brand
image

Is brand image 4.662 99 .000 .1800 .1034 .2566


has an affect on
your buying
decision

What is your 20.142 99 .000 4.2500 3.8313 4.6687


average income
per month (Rs)

This table shows the results of one sample t test. This table provides

evidence that Toyota corolla has high brand image (t 1.000) and has an

affect on the sales of Toyota corolla cars. Level of significant is (.320). We

used SPSS software to find results related to statistics.

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DISCUSSION

The aim of our research is to find out weather brand image

has an affect on the sales of Toyota Corolla cars. We have

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proved the null hypothesis is rejected and the alternative

hypothesis has been accepted.

There is a relationship between brand image and the sales of

Toyota Corolla. This has been proved in the literature review

before and we have got the same results to prove it.

From our research we have concluded that there are some

other variables that may affect the sales of the Toyota

Corolla e.g.

 Quality

 Resale Value

 Spare Parts

 Performance

Car companies should concentrate more on these in order to

increase the sales.

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ACKNOWLEDGEMENTS

WE WANT TO TAKE THIS OPPORTUNITY TO THANK OUR

COURSE INSTRUCTOR MR. HUMAIR HASHMI WHO GUIDED US

IN EVERY STEP OF OUR RESEARCH.

WE WOULD ALSO LIKE TO SAY SPECIAL THANKS TO ALL THE

PEOPLE WHO COPERATED WITH US TO CONDUCT THIS

RESEARCH.

AND LAST BUT NOT THE LEAST WE WOULD LIKE TO THANK

OUR BELOVED PARENTS FOR ALLOWING US TO WORK

EDNLESS HOURS LATE ALL NIGHT LONG TO COMPLETE OUR

RESEARCH. WITHOUT THEIR SUPPORT THIS RESEARCH

WOULD NOT HAVE BEEN POSSIBLE.

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REFERENCES

• Joe M, (1996) Image Marketing, NTC Business Books.

• Kapferer, J (1992), Strategic Brand Management,

Biddles Ltd, Guildford & king’s Lynn.

• Philip Kotler, (2000), Marketing Management, Prentice

Hall International, INC.

• BBC News, Tuesday, 2 May 2000, you are in business.

• John.A, Sales Behavior And Brand Image, (21,06,2001)

• Michaeld.E, Bruce.J, Willam.J, Marketing, Mc-Graw-Hill

Companies, INC, Pg.241

• Kevin.M, Brand New Game, jan30, 2001.

• James.F, The Power Of Brand Image, Ma16,

1996,james.w.fisher@mail.sprint.com

• Amna.K & Sanjay.S, The Ownership Effect In Consumer

Response, (1999), Journal Of Marketing, NewYark.

• Sachin.M, ABrand Speaks For itself, JBIMS.

• Susan p.D,Global Marketing Strategy, Mcgraw-Hill,

International Editions,Pg.193.

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• Gleen.M,Chasing The Youth market(18,02,03),glenn

mercer@mcicinsey.com

• Roth.M, Effect Of Global Market Conditions On Brand

Image,(1995), Pg.55

• Scott.M, The Wall Street Journal Europe,(1998),

WSJ.com.

• Automotive News,”Kia works to bolster its brand

image”, May 21, 2001.www.autonews.com

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Table of contents

1.Appendix------------------------ 24

2. Charts---------------------------- 24

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Appendix
Frequency tables

Do you own a car?


No
13.0%

Yes
87.0%

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Which car company has high brand image?

Honda
23.0%

Suzki

12.0% Toyota
65.0%

why do you prefer the brand?

Resale and Performan

2.0% Price
Quality and Performa 7.0%
7.0% Quality
Quality and Resale 15.0%
20.0%
resale
Price and Performanc 9.0%
3.0% Performance

Price and Resale 9.0%

23.0% Price and Quality

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Do your friends insist you to purchase a toyota corolla car?


No

36.0%

Yes

64.0%

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Do you think that corolla has a high brand image?


No
1.0%

Yes

99.0%

Do you think that spare parts of corolla easily available in the market

Neutral

3.0%

Agree

40.0%

Strongly Agree

57.0%

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Is brand imge has an affect on your buying decision?


No
18.0%

Yes
82.0%

What is your average income per month(Rs)?

90,001 to 100,000
Less then 10,000
3.0%
1.0%
80,001 to 90,000
10,001 to 20,000
6.0%
6.0%
70,001 to 80,000
20,001 to 30,000
7.0%
15.0%
60,001 to 70,000

11.0%

30,001 to 40,000
50,001to 60,000
22.0%
17.0%
40,001 to 50,000

12.0%

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QUESTIONNAIRE

Dear Participants,
This questionnaire is designed to check the affect of brand
image on the sales of Toyota corolla cars. The information you
provide will help us. Because you are the one who can give us
correct information of how you experience brand image. We
request you to respond to the questions frankly and honestly.

1.) Do you own a car?

YES NO

2.) According to your view which car company has high

brand image.

Toyota Suzuki Honda

Nissan

3.) Why do you prefer the brand?

Price Quality Resale Value

Performance

4.) Do your friends insist you to purchase a Toyota Corolla

car?

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YES NO

5.) Do you think that spare parts of Toyota Corolla cars are

easily available in the market?

Strongly Agree Agree Neutral Disagree Strongly Disagree

6.) Do you think that Toyota Corolla has a high brand image?

YES

NO

7.) Is brand image has an affect on your buying decision?

YES NO

8.) What is your average income per month (In Rs.)?

Less than 10,000 10,001 to

20,000

20,001 to 30,000 30,001 to

40,000

40,001 to 50,000 50,001 to

60,000

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60,001 to 70,000 70,001 to

80,000

80,001 to 900,000 90,001 to

100,000

Above

Thank you very much for your time and cooperation. We


greatly appreciate your help in conducting this research.

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