Effect of Brand Image

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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
Business Research Methods 2

Brand Image
AFFECT OF BRAND
IMAGE ON SALES OF
COROLLA

Brand Image
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

Brand Image
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.

Brand Image
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

Brand Image
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

Brand Image
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.

Brand Image
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

Brand Image
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.

Brand Image
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:

Brand Image
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.

Brand Image
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

Brand Image
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

Brand Image
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

Brand Image
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.

Brand Image
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?

Brand Image
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.

Brand Image
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

Brand Image
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

Brand Image
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.

Brand Image
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

Brand Image
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.

Brand Image
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.

Brand Image
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.

Brand Image
• 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

Brand Image
Table of contents
1.Appendix------------------------ 24
2. Charts---------------------------- 24

Brand Image
Appendix
Frequency tables
Do you own a car?

No
13.0%
Yes
87.0%

Brand Image
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
Business Research Methods 5.0% 29

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

No
36.0%
Yes
64.0%

Brand Image
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%

Brand Image
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%

Brand Image
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?

Brand Image
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

Brand Image
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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Business Research Methods 2

Business Research Methods 3

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

Business Research Methods 4

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

Business Research Methods 5

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.

This research was conducted to find out the relationship

between brand image and the sales of Toyota Corolla

method was most suited to our area of study because

Business Research Methods 6

relevant information could be gathered in the actual

Various researches have been conducted in the past that

concluded that brand image has an affect on the sales of

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

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

Business Research Methods 7

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.

Business Research Methods 8

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

Independent Variables: Brand Image

Dependent Variable: Sales of Toyota Corolla cars

Intervening Variables: Spare Parts, Resale Value,

Advertising, Price, Income Level, and Leasing