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METHODOLOGY. The role of brand image, product involvement, and knowledge in explaining consumer purchase behavior of counterfeits Direct and indirect effects. SETTING. Brand Selection-investigate Rolex watch Conduct the study in Glasgow, UK Survey data from 321 consumers - PowerPoint PPT Presentation
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METHODOLOGY
The role of brand image, product
involvement, and knowledge in
explaining consumer purchase
behavior of counterfeitsDirect and indirect
effects
Brand Selection-investigate Rolex watchConduct the study in Glasgow, UKSurvey data from 321 consumersRandomly choose supermarkets and 5 gave permission.
SETTING
supermarket
1 located in shopping centre
2 relative small
2 medium sized store
Using the questionnaireUsed gaze and touch method (recommended by previous researchers) which are used the chocolates
DATA COLLECTION
First author and 8 trained fieldworkers collected the data at the supermarkets entrancesThe researcher invited every 10th shopperThe research proceeded over 14 day period included weekends and weekdays to avoid respondent bias
DATA ANALYSIS
All involved constructs were measured using five-point Likert scale (1= strongly disagree, 5= strongly agree)
STATISTICAL INSTRUMENT
Counterfeits and branded products:
effects ofcounterfeit ownership
Used consumer in Glasgow, UK as the sampleThe sample consisted of 430 shoppers181 males, 140 females
SETTING
Using questionnaireUsing mailUsing observation
DATA COLLECTION
The authors give the research questionnaire to the shopper at the entrance of the supermarketsThe other author contacted 20 consumers by mailThey do the survey at the supermarkets
DATA ANALYSIS
EVALUATION OF SEARCH, EXPERIENCE
AND CREDENCE ATTRIBUTES: ROLE
OF BRAND NAME AND PRODUCT TRIAL
SETTING
Subject recruited from introductory marketing classes at an east coast universityHave 360 participants
DATA COLLECTIONConduct experiment with a two-by-two designFirst factor was label conditionSecond factor was time of evaluationCollect by surveyConstructed the pretest questionnaire
DATA ANALYSISStudy was run during regular class time and the extra credit were given to who were participated in this experimentThe subjects were divide into 2 group180-evaluate fruit cocktail category180-facial tissue categoryT student have to filled 2 questionnaire which are pre-trial add post-trial
STATISTICAL INSTRUMENT
Pre- and post-measure of attitude were measured with multi-item scaleConsist of five seven-point semantic differential scale
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