Brand Image, Self Concept, And Consumer Purchasing Behaviours in the Ugandan Petroleum Industry

7/22/2019 Brand Image, Self Concept, And Consumer Purchasing Behaviours in the Ugandan Petroleum Industry

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BRAND IMAGE, SELF CONCEPT, AND CONSUMER PURCHASING

BEHAVIORS IN THE UGANDAN PETROLEUM INDUSTRY

BY

KHAMISI MUSANJE

2009/HD10/17138U

A DISSERTATION SUBMITTED IN PARTIAL FULFILMENT OF THE

REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTER OF

BUSINESS ADMINISTRATION OF MAKERERE UNIVERSITY

JANUARY, 2012


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DECLARATION

I Musanje Khamisi solemnly declare to the best of my knowledge that this compilation is my

original piece work except where otherwise acknowledged and it has never been presented

anywhere or to any University.

Submitted by

Musanje Khamisi

Signature

Date


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APPROVAL

This dissertation has been reviewed and approved by;

.

1. Dr. Moses Kamya

Supervisor

...............................................................................................................

2. Mr. Sam Musigire

Supervisor


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DEDICATION

I dedicate this piece of work with love to my dear mother Namitala Grace for everything she

has done for me in life. Mom you are the reason as to why I exist.


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ACKNOWLEDGMENT

I extend my heartfelt appreciation to my dear parents Mrs. Namitala Grace and Mr. Kato

Ndawula Mustapha for their constant love, financial and social support which have seen me

through this research project. My lovely parents, words are not enough to explain what I feel

for you.

Special thanks also go to my University Supervisors, Dr. Moses Kamya and Mr. Sam

Musigire for their invaluable supervision they have accorded me throughout this research

project. Am so grateful for your time, resources and guidance you have invested in me,

without which this piece of work would have been impossible.

I also feel obliged to thanks my dear brothers, Siraje and Ibrahim, Sisters Hadija and Aisha,

friends like Viola Birungi, Ibra Katusi, Perez Kiirya, Fred Kizire, Yusuf Kigozi and Paul

Wangonya for your constant support and encouragement you have always given to me

throughout my research project. I will always be grateful.

Finally but definitely most important, the Lord Almighty, your continuous favours, answered

prayers and blessings have taken me where I had never expected to reach. I truly thank you

lord.


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TABLE OF CONTENTS

Declaration.......2

Approval......3

Dedication........4

Acknowledgement.......5

Table of contents.....6

List of tables....9

List of figures......9

List of appendices...9

Abbreviations.....10

Abstract..11

Chapter one

1.0 Introduction.....12

1.1 Background..12

1.2 Problem statement14

1.3 Purpose of the study.14

1.4 Objectives of the study.14

1.5 Research Questions..15

1.6 Scope of the study/...15

1.7 Significance of the study..15

1.8Conceptual frame work.16

Chapter two

2.0 Literature review..17

2.1 Brand image......17

2.2 Self concept........................20

2.3.0 Brand attachment....................23

2.3.1 Brand self connection......................23

2.3.2 Brand Prominence.....23

2.4 Customer purchase behaviours......25


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2.5.0 Competitive platform in Uganda..............................27

2.5.1 Retail outlets in Uganda.......................27

Chapter three

Methodology................29

3.0 Introduction .................................................................................................................................29

3.1 Research design...........................29

3.2 Study population and sample size.......................29

3.3 Data collection instruments..............................31

3.4 Measurement.................................31

3.5 Data sources..........................31

3.6 Reliability and validity....32

3.7 Data processing and analysis.......32

3.8 Limitations to the study.......32

Chapter four

4.0 Results & findings of the study........34

4.1 Introduction...................34

4.2.0 Background information..............................................34

4.2.1Age of the respondents......35

4.2.2 Gender of respondents.................................................................................................................35

4.2.3 ANOVA results for gender by variable ......................................................................................36

4.2.4 Marital status of respondents.......................................................................................................36

4.2.5 ANOVA results for marital status by variable ............................................................................37

4.2.6 Level of education of respondents ..............................................................................................37

4.2.7 ANOVA results for level of education by variable .................................................................38

4.3.0 How to build a successful brand image in the Petroleum industry .........................................39

4.3.1 Factor analysis for brand image ..............................................................................................39

4.3.2 Factor analysis for self concept ...............................................................................................40

4.3.3 Factor analysis for brand attachment ...........................................................................................41

4.4.0 Relationship between variables ...............................................................................................42

4.4.1 Relationship between brand image and customer purchase behaviour ...................................42


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4.4.2 Relationship between brand image and brand attachment ......................................................42

4.4.3 Relationship between self concept and customer purchase behaviour.....................................43

4.4.4 Relationship between self concept and brand attachment .......................................................43

4.4.5 How brand attachment influence customer purchase behaviours ............................................43

4.5 Regression analysis .....................................................................................................................44

Chapter five

5.0 Discussion, Recommendations and Conclusion .........................................................................45

5.1 Introduction .................................................................................................................................45

5.2 Discussion of research results .....................................................................................................45

5.2.1 How to build a successful brand image ...................................................................................45

5.2.2 Relationship between brand image and customer purchase behaviours ..................................48

5.2.3 Relationship between brand image and brand attachment .......................................................48

5.2.4 Relationship between self concept and customer purchase behaviour ....................................49

5.2.5 Relationship between self concept and brand attachment .......................................................50

5.2.6 How brand attachment can influence customer purchase behaviour........................................51

5.3 Conclusion ..................................................................................................................................51

5.4 Recommendations .......................................................................................................................52

5.5 Areas for further research ...........................................................................................................53

6.0 References ...................................................................................................................................54

Appendix ...........................................................................................................................................59


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LIST OF TABLES

TABLE DESCRIPTION PAGE

Table 3.1 Sampling frame 30

Table 3.2 Reliability & Validity results 32

Table 4.1 Age of respondents 34

Table 4.2 Gender results 34

Table 4.3 ANOVA for gender 35

Table 4.4 Marital status results 36Table 4.5 ANOVA for marital status 36

Table 4.6 Level of education results 37

Table 4.7 ANOVA for education level 38

Table 4.8 Factor analysis results for brand image 39

Table 4.9 Factor analysis results for self concept 40

Table 4.10 Factor analysis results for brand attachment 41

Table 4.11 Correlation results 42

Table 4.12 Regression results 44

LIST OF FIGURES

Figure 1 Conceptual frame work 16

LIST OF APPENDICES

Appendix 1 Data collection instrument 63


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ABBREVIATIONS

UNBSUganda National Beaural of Standards

PSSPetroleum Service Stations

CSSCustomer Sample Size

SPSS..Statistical Package for Social Scientists


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ABSTRACT

The study looked at brand image, self concept, brand attachment and customer purchase

behaviours in the Ugandan petroleum industry. It was conducted within the five divisions that

make up Kampala district which included Kampala central, Nakawa division, Makindye

division, Rubaga division and Kawempe division. A sample of 450 respondents was used.

The target population was all those customers who fuel or service their cars at the selected

fuel outlets and a self administered questionnaire was used. Stratified random sampling was

used to purposively select six petrol stations from each division, creating a sampling size of

30 petrol stations, from which 15 respondents were selected from each Petrol station in eachdivision so as to come up with a 450 respondents sample.

Data was analysed using SPSS, generating frequencies for the bio-data information, then

factor loadings in ascertaining factors necessary to establish a successful brand image, then

Pearsons (r) correlations in analysing relationships, then ANOVA to analyse factors for any

significant differences and finally regression analysis to examine the predictive potential of

the independent variables on the dependent variables.

Findings revealed that brand image accompanied with understanding the customers self

concept are key components in influencing a customers purchase decision. Furthermore,

findings also showed that a well built brand image will create customer brand attachment

which is very important in influencing a purchase decision. Finally, findings also showed that

focusing on the product benefits, is the most important element in building a successful brand

image.

Basing on the research findings, recommendations like recruiting people who are skilled,

trained and experienced in brand management, focusing a lot of attention on promoting

product benefits, setting up performance evaluation checklists at service stations and also

setting up incentive schemes for the employees who work at the forecourts with direct contact

with the customers were made.


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CHAPTER ONE

INTRODUCTION

1.1 Background

The liberalization of the petroleum industry in Uganda has led to stiff competition in the once

oligopolistic market structure. The country now boosts of over 90 licensed players and more

still picking interest in the market (Alexander 2008).

The increased level of competition has prompted fuel dealers to start building on all those

fundamentals that can give them a competitive edge in this growing Ugandan market.

Companies have embarked on engaging in price wars and building brand images as way ofinfluencing customers purchase behaviours (Alexander 2008).

Brand image is the current view of the customers about a brand. Its a unique bundle of

associations within the minds of target customers and signifies what the brand presently

stands for (Dwayne 2005). It is a set of beliefs held about a specific brand, that is to say, it is

nothing but the consumers perception about the product. It is the manner in which a specific

brand is positioned in the market, which does not only convey mental images, but also

emotional value. According to Grewal, Krishnan, Baker, and Borin (1998), the better a brand

image is, the more recognition consumers give to its product quality.

According to Dixon (2005), People engaged in consumption do not merely buy certain

products to satisfy basic needs. In fact, consumer buying habits are at a much deeper level.

Owning a certain brand can help consumers to express and build their own self-concept.

Specifically, consumers will only purchase certain trademarks when they find a match

between the brand image (communicated through advertisement, design of retail shop, or

even package design) and his/her own self-concept. The value of a brand therefore also

depends on its ability to help consumer to build and create self-concept.

According to Pervin and John (2001), self-concept is often viewed as a component of

personality. A number of researchers have suggested that there is a positive association

between self-concept and brand image.


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Aaker (1991) believes brand establishment and management should not only be one of the

operating focuses for major industries but viewed as a source of competitiveness.

For consumers, a brand provides a certain degree of product guarantee. Shopping around can

be time- and energy-consuming, and consumers do not always possess enough product

knowledge to ensure the best buy. Under such circumstances, consumers usually go by

Well-known brands, which may result in higher costs but requires less research efforts, thus,

brand image not only affects how consumers view a product but also has the benefit of

lowering purchase risks (Loudon and Bitta, 1998).

A poor or affected brand image can hinder the companys overall performance. A case in

point is, BP (British petroleum) with their recent spill in the Gulf that has affected their brand

image. Since BPs petrol first went on sale in Britain in the 1920s, the brand grew to become

recognized worldwide for quality gasoline, transport fuels, chemicals and alternative sources

of energy such as wind, solar and bio fuels. The company helped the world meet its growing

need for heat, light and mobility. However, the companys image came to suffer following

the 2010 spill in the Gulf. BPs response to the accident diminished consumer confidence in

the brand to the extent that the stigma is still attached to the brand up to now.

Consumer purchasing behavior according to Lars Perner (2009), is the study of when, why,

how, and where people do or do not buy a product. It attempts to understand the buyer

decision making process, both individually and in groups. It studies characteristics of

individual consumers such as demographics and behavioral variables in an attempt to

understand people's wants. It also tries to assess influences on the consumer from groups such

as family, friends, reference groups, and society in general. Thus, the marketer must devise

means of how to influence a customer buy his product through influencing his purchase

decision.

Purchase intention means a subjective inclination consumers have towards a certain product,

and has been proven to be a key factor in predicting consumer behaviour (Fishbein and

Ajzen, 1995).

According to Kotler (2000), consumer behaviour occurs when consumers are stimulated by

external Factors and come to a purchase decision based on their personal characteristics and


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decision making Process. Through brand image, consumers are able to recognize a product,

evaluate the quality, lower Purchase risks, and obtain certain experience and satisfaction out

of product differentiation. When it comes to experiential product evaluation, a positive brand

image may make up for an inferior image of the origin country and raise the possibility of the

product being selected (Thakor and Katsanis, 1997).

1.2 Problem Statement

The liberalization of the once protected petroleum industry in Uganda has increased

competition and worsened the fight for customers making survival difficult. Many small

players have joined the market, worsening the already competitive market structure.

However, despite this influx and the continuous efforts by the small petroleum companies to

engage in all activities that make them look more favourable and economical in the eyes of

the customers, market share statistics have continuously showed that big names like Shell and

Total are still preferred by customers. Thus the failure by many petroleum companies to

understand the relevance of building a strong brand image has made their survival difficult.

1.3 Purpose of the study

The study aimed at establishing the relationship between brand image, self concept, brand

attachment and consumer purchase behaviours in the Ugandan petroleum industry.

1.4 Objectives of the study

The study addressed the following objectives;

1. Establish how to build a successful brand image in the petroleum industry

2. Examine the relationship between brand image and customers purchase behaviours

3. Examine the relationship between brand image and brand attachment

4. Analyse the relationship between self concept and customer purchase behaviours

5. Analyse the relationship between self concept and brand attachment

6. Analyse how brand attachment can influence customers purchase behaviours


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1.5 Research Questions

1. How can a company build a successful brand image in the Petroleum industry of

Uganda?

2. Does brand image influence a customers purchase behaviour?

3. Is building a brand image relevant in creating Customer-brand attachment?

4. Does a customers self concept influence his purchase behaviours?

5. Is self concept relevant in Creating Customer-brand attachment?

6. Does brand attachment influence customers purchase decision?

1.6 Scope of the study

Geographically, the study was limited to Kampala city. Much as the researcher intended to

study five selected Petroleum companies, all the retail outlets (stations) that were included in

the study, were selected randomly from Kampala city.

Content wise, the researcher investigated on brand image, its connection with the customers

self, their impact on brand attachment and how this affects a customers purchase behaviours.

1.7 Significance of the study

The study benefited the researcher by enabling him add on his body of knowledge and also in

accomplishing his academic objectives.

Furthermore, results of this study are beneficial to all petroleum companies through gaining a

clear understanding of how important brand image is, how to build and maintain a successful

brand image and how to use brand image to influence customers to buy their products.

The study has also added more knowledge to the existing literature on brand image

specifically in the petroleum industry where not much has been so far done. This will help to

provide more reference to all the future researchers who may pick interest in this field.


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1.8 Conceptual framework

Figure 1

Source; (Sprott, Sandor Czellar, Eric Spangenberg 2006, and Shaver 2007)

BRAND IMAGE

Attributes

Benefits

personality

SELF CONCEPT

Actual self

Ideal self

Social self

BRAND ATTACHMENT

Brand self connection

Brand prominence

CUSTOMER

PURCHASE

BEHAVIOR

Habitual

Dissonance


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CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction

This chapter contains literature on the study variables with specific respect to brand image,

self concept, brand attachment and customer purchase behaviours.

2.1 Brand image

According to Vineath (2007), brand image is a unique set of associations in the mind of the

customer concerning what a brand stands for and the implied promises the brand makes. It is

a sum of all tangible and intangible traits, it represents all internal and external characteristics

and its anything that influences how a brand or a company is perceived by its target

constituencies.

For a brand to be successful, its images and symbols must relate to, and indeed, exploit, the

needs, values and life-styles of consumers in such a way that the meanings involved give

added values, and differentiate the brand from other brands (Broadbent & Cooper, 1997).

Consumers may likely use brand and products in line with their own personalities. In other

words, all marketing activities should be aimed at having consumers believe and recognise a

brand (Groovers 2005)

Since it was first introduced formally into the marketing discipline by (Gardner and Levy

1955), communication of a brand image to a target segment has been regarded as an

important marketing activity. Particularly, it became common place in consumer behavior

research from the 1980s ((Dobni and Zinkhan, 1990). The trend has never faded ever since.

Nevertheless, brand image has been assigned different meanings from the day it was

introduced into the marketing discipline. Researchers tend to use brand image and other

brand related constructs interchangeably, for example, brand identity. Aaker (1996) cautioned

against a brand image trap in brand identity and brand management literature and

illustrated that brand image and brand identities are different concepts, although both of them

are drawn from associative network theory. According to Kumar et al (2006) the crucial

element in constructing brand image is to have a clear differentiation with other products.

When trying to change the way a brand image is conveyed, the original brand personality and


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value should first be strengthened in order to reduce to the minimum customers feelings of

chaos and inconsistence (Long 2010).

One of the fundamental tenets of marketing is that brand images are an important determinant

of buying behavior (Burmann 2008). The construct of brand image can be understood as the

associations external target groups have in their minds about brands. These associations can

be further divided into those concerning the functional attributes of a brand and those

concerning the symbolic attributes of a brand (Burmann 2008). Due to the importance of

brand images for the behavior of various target groups, considerable attention has been paid

to factors that possibly influence brand images. These influencing factors can be divided into

three groups: (1) determinants that originate directly from the internal brand identity and can

thus be directly influenced by brand management, (2) personal/individual determinants, for

example, the motives and experiences of those who perceive the brand, and (3) external

factors, that is determinants that affect the brand image from outside and which cannot be

directly influenced by brand management, for example industry image (Schaefer 2008).

How do you create a positive brand image? Cavelle (2010) suggested that the first step in

creating a positive brand image is finding out specifically how members currently perceive

the association. This includes aspects like; 1) Are members satisfied with the products and

services offered by their association? Do they meet, exceed or fall below members'

expectations? 2) Do members think that they can get the same or better service elsewhere?

3) Exactly what does their association provide that members feel they would not get from

another association? What is unique about this association? 4) How important is it to belong

to this particular association? 5) Does the association have a strong, clear image? What is it?

Is the association following through on its mission statement?

In a marketplace cluttered by clones and homogeneous products and services, it is important

to create a brand image that differentiates itself from competitors and suggests integrity,

dependability, and high quality with an emphasis on excellent service. This is the key to

ensuring customer satisfaction and loyalty, which in turn translates into a larger market share

for the company concerned (Philip 2008).

According to Delong et al (2004), customers appear to rely on the brand image as long as

they have little or no knowledge about the product, so managing brand image is of utmost


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importance. A well-communicated brand image should help to establish a brand's position,

insulate the brand from competition, enhance the brand's market performance, and therefore

plays an integral role in building long-term brand equity (Keller, 2006). The product

attributes, the benefits/consequences of using a brand, and brand personality are the three key

components of the brand image (Plummer, 2000).

Brand personality

The brand personality factor enables a consumer to express his/her own self (Hem and

Iverson, 2002) or specific dimensions of the self (Kleine 1993). It serves as a symbolic

function and helps consumers differ from or integrate themselves with others (Keller 2006). It

also projects the brand's values and creates an image of the brand's typical user which mightbe the ideal image of the consumer. This brand information may actually encourage the use

of a given brand as a self-expressive device by consumers who hold a similar position and

want to present a similar image or ideal self. Previous research suggests that favorable brand

personalities are a central driver of consumer preference and usage (e.g. Freling and Forbes,

2005), as consumers are more likely to associate them with a desired group, or ideal self-

image (Aaker, 1997).

Perceived product attributes

Product attributes can be categorized in a variety of ways. Keller's (2006) broad view of

product attribute notion suggests that attributes are those descriptive features that characterize

a product. Stockmans' (1999) narrow view indicates that a product can be viewed as a

bundle of intrinsic and extrinsic attributes, or as a bundle of perceived attributes. The intrinsic

attributes of the product are information cues directly linked to the product, and the extrinsic

attributes are information cues, which are indirectly connected to the product.

The consumer uses perceived attributes in the decision-making process (Puth 1999). A

positive relationship between linkage of the brand and perceived product attributes and brand

choice/preference has been found by many researchers (e.g. Nedungadi 1999) whose research

indicates that the more positive the consumers' perceptions of the product attributes of a

specific brand are, the more chance there is of the branded product being purchased. This

research therefore proposes that Consumers' perceptions of product attributes have a positive


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influence on the purchase intention. Customers usually form associations towards the brand

which contributes to a specific brand image (Yasin et al 2007).

Another important attribute of brand image is perceived quality. It is defined as the

customers perception of the overall quality or superiority of a product or service (Yasin

2007). Perceived quality could generate value by providing a pivotal reason to buy (Delong

2004).

Perceived benefits

Perceived benefit is what consumers think the product can do for them (Keller, 2006); it is

associated with perception of product attributes and brand personality. Benefits are what

consumers seek when purchasing a product/brand (Kotler, 1999). These benefits lead to

certain end states or values that consumers wish to achieve (Kotler, 1999). Numerous

previous studies have demonstrated a positive relationship between perceived benefit and

consumer decision making (e.g. Cho, 2002; Bove and Johnson, 2000)

2.2 Self Concept

Self concept can be viewed as a set of self-schemas representing stable knowledge structures

about the self that organize incoming self related information and help people make sense of

themselves in their environment (Markus 1997). People vary in their tendency to possess

particular self schemas and this variation leads to differential attitude and behaviours towards

objects relevant to those schemas. For example, Sentis and Markus show that consumers with

a strong masculine self schema described fragrance brands in more accentuated gendered

terms and held sharply different brand preferences than those with weaker masculine self

schema.

Customers usually select brands having their ideal self concept or the social self concept in

play (Kotler & Keller 2005). Thus brand personality should serve a function of demonstrating

and expressing a customers personality at the same time. A study conducted by Govers

(2005), showed that customers preference would be influenced when their self concept is in

conformity with product personality. Brand personality can only have influence on customer

brand preference, affection, loyalty and purchasing intentions only if its in line with a

customers self (Mengxia 2007).


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Each individual has a perceived self-image as a certain kind of person with certain traits,

habits, possessions, relationships and ways of behaving. This self-concept or self-image can

be defined as the individual as perceived by that individual in a socially determined frame of

reference (Kumar et al 2006). Preferences may actually develop for certain brands because

the consumer perceives them as reflecting his/her own self-image. Or some brands may be

desired because the consumer views them as projecting an image that the individual presently

does not possess but aspires to have (Schoormans 2005). So it is possible to claim that

consumers self-perception can have a strong influence on their behaviour in the marketplace.

Self-concept is composed of multidimensional characteristics and includes physical as well as

psychological attributes and interacts with the various roles a person must take on (Mehta,

1999).

This leads to a multiple component perspective of the self. Loudon and Bitta (1988) brought

together several approaches, mainly based on Sirgys (1982, 1985) work. Single component

perspective depends on actual-self, the perception of oneself, as one believes he/she actually

is. According to the authors the ideal-self may be defined as the perception of oneself as one

would ideally like to be. Social-self (the perception of oneself as one believes others actually

perceive him to be), ideal-social-self (the perception of oneself as she/he would like others to

perceive him/her) and the expressive-self (the ideal-self or the social-self depending onsituational and social factors) were added to the single component perspective to extend the

viewpoint

Rogers (2010) proposed that individual behaviour is regulated by each persons perceived

similarities (or dissimilarities) of environmental conditions to the self image. Products and

brands have images that are perceived by individuals as having various symbolic meanings.

Therefore, products and brands are part of the environment. Accordingly, only those products

or brands symbolized as similar to the self concept and reject brands with images dissimilar

to the self concept.

Consumers tend to compare their self-image with the product images in the pre-purchase

stage of the decision-making process. This kind of comparison is known as self-

image/product image congruence process. Self-image congruence models predict that

products will be chosen when their attributes match some aspect of the self (Mengxia 2007

). The simplest form of this model can be seen in Figure 2. Many findings support the


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argument that consumers prefer, intend to purchase, or actually use brands with images they

see as being congruent with their actual self-concept (Malhotra, 1988). Other studies also

report that consumers are more likely to prefer, intend to purchase or use brands with images

that they see as being congruent with their ideal self-concept (Malhotra, 2001). Brand/social-

self-image relationship is not strongly supported by studies in the literature (Sirgy, 1982).

However, the relationship with brand/ideal-social-self-image is supported by empirical

evidence.

The discussion of self concept and product image congruity was initiated by Gardner and

levy 1957. By this time, the main attention was focused upon the images projected by various

products. Consumers were thought to prefer products with images which are congruent with

their self concept (Alvarez 2005).

Self image / product image congruity specifically to the match or mismatch of one or more

actual self image, or ideal self image, social self image or ideal social self image with the

corresponding personality images of the designated product. The match between actual self

image and product image has been referred to as self congruity.

Self concepts represent knowledge structures that consist of beliefs about the self, including

ones attributes, social roles and goals (Cassielles 2005). The individual, relational andcollective self concepts refers to whether the self is viewed as separate from others, linked to

others through relationships or included in large groups, respectively (Bremer & Chen 2007).

Consumers appear to hold images of various products, and these images can be viewed as

symbols that communicate meaning about those who purchase them (Rama 2010). Therefore,

an area of considerable practical interest is the degree to which a consumer might actually

prefer certain products or brands because she perceives their images as consistent with her

view of herself, what she would like to be or some other aspect of self concept. An

explanation of this behavior can only be understood following these steps (Rama 2010)

Consumers form their self concepts through psychological development and social

interaction. Because the individuals self concept has value to him, he will act to define,

protect and further it. Secondly, Products and brands are perceived by consumers as having

images or symbolic meaning. Thirdly, Because of their symbolic role, selective possession,

display and use of these good symbols assists an individual in defining and enhancing his self

concept for himself and for others. Therefore, the behavior of individuals will be motivated


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toward furthering and enhancing their self concept through the consumption of goods as

symbols. And lastly, the brands that will e preferred are those that the consumer perceives as

having images which are most consistent with his self concept (Rama 2010)

2.3 Brand attachment

Brand attachment refers to the strength of the bond connecting the brand with the self (Shaver

2007). This bond is exemplified by a rich and accessible memory network (mental

representation) that involves thoughts and feelings about the brand and the brands

relationship to the self.

According to Mikulincer (2007), two critical factors reflect the conceptual properties of brand

attachment, thats brand self connection and brand prominence.

2.3.1 Brand self connection;

This refers to the cognitive and emotional connection between the brand and the self. By

categorising the brand as part of the self, a consumer develops a sense of oneness with the

brand, establishing cognitive links that connects the brand with the self (Chaplin & John,

2005). Though cognitive in its representation, this brand-self image is inherently emotional

(Thomson, Shaver, & Park, 2005), involving myriad and potentially complex feelings about

the brand, including sadness and anxiety from brand self separation, happiness and comfort

from brand-self proximity, and pride from brand-self display. Consumers can be connected to

the brand because it represents who they are or because it is meaningful in light of goals,

personal concerns and life projects (Mittal 2006).

According to the study conducted by Chaplin (2005), Consumers can form such a strong

emotional connection with a brand that when that brand is replaced by a competitors

product, they can suffer separation anxiety. The bond can be strong enough, to the extent that

consumers are willing to sacrifice time, money, energy, and reputation to maintain their

attachment to a certain brand. As a result, competing brands are less likely to be regarded as

substitutes.

2.3.2 Brand prominence

In addition to brand self connection, previous researchers suggest that the extent to which

positive feelings and memories about the attachment object are perceived as top of mind, also


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serves as an indicator of attachment. According to Mikulincer (1998) and Collins (1996),

positive memories about the attachment object are more prominent for people who are highly

attached to an attachment object than for people who show weak attachment.

The notion that brand self connection develops over time and through experience, suggests

that brand related thoughts and feelings become part of a persons memory and vary in the

perceived fluency or the ease with which they are brought to mind.

Prominence reflects the salience of the cognitive and affective bond that connects the brand

to the self. This salience is reflected by the perceived ease and frequency with which brand

related thoughts and feelings are brought to mind. Thus consumers attachment in relation to

two brands with the same degree of brand self connection is greater for the brand that they

perceived as more prominent (Thomson, 2006).

The brands to which consumers are highly attached capture consumers mind and heart.

Therefore, attached consumers would be less likely to rely on alternatives, even in other

categories. The greater the attachment, the more difficult the behaviour the consumer is

willing to enact in order to maintain the brand relationship (Shaver, 2007).

Self congruity theory

Self-congruity theory asserts that consumer behaviour is partially determined by the

congruence resulting from a psychological comparison involving the product-user image or

brand image and the consumers self-concept (i.e. actual self-image, ideal self-image, social

self-image). This psychological comparison can lead to high self-congruity when the

consumer perceives the product user image or brand image to match that of his or her self-

image. The opposite generates low self-congruity. The underlying rationale is consumers

cognitive consistency needs. Specifically, consumers have psychological needs for self-

consistency and self-esteem (Sirgy, 1986).

Product that is perceived to have consistent image with ones self image satisfies his or her

needs. In turn, high self-congruity enhances the consumers positive attitude toward the

product (Johar & Sirgy, 1991). Conversely, product that is seen as inconsistent with ones


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self image arouses cognitive dissonance, which the consumer will attempt to resolve by

bringing these inconsistencies into balance (Markin, 1974). Theoretically, therefore, self-

congruity theory is embedded in consumer psychology and is well-grounded.

2.4 Customer purchase behaviour

According to Richards (2009), customer purchase behavior is what influences consumers to

purchase products or services. Customer purchasing behaviors further refers to the activities

in which people acquire, consume and dispose products and services (Blackwell et al 2001).

Kanuk (2000) defines customer behavior as a way in which people make their decisions on

products with the use of their available resources such as time, money and efforts. Arnoud

(2004) proposed the circle of consumption that recognize the purchasing process as a loop

comprising of acquisition of goods and services, consumption as well as disposal.

There are four typical types of buying behaviors based on the type of products that intends to

be purchased. Complex buying behavior is where the individual purchases a high value brand

and seeks a lot of information before the purchase is made. Habitual buying behavior is

where the individual buys a product out of habit e.g. a daily newspaper, sugar or salt. Variety

seeking buying behavior is where the individual likes to shop around and experiment with

different products. So an individual may shop around for different breakfast cereals because

he/she wants variety in the mornings! Dissonance reducing buying behavior is when buyer is

highly involved with the purchase of the product, because the purchase is expensive or

infrequent. There is little difference between existing brands an example would be buying a

diamond ring, there is perceived little difference between existing diamond brand

manufacturers (Shaver 2007).

A consumers purchase behavior is influenced by a number of factors, many of which are

uncontrollable factors.Just think, what influences you before you buy a product or service?

Your friends, your upbringing, your culture, the media, a role model or influences from

certain groups?

Culture is one factor that influences behavior. Simply culture is defined as our attitudes and

beliefs. But how are these attitudes and beliefs developed? As an individual growing up, a

child is influenced by their parents, brothers, sister and other family member who may teach

them what is wrong or right (Edward & Harrison 2009). They learn about their religion and


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culture, which helps them develop these opinions, attitudes and beliefs. These factors will

influence their purchase behavior however other factors like groups of friends, or people they

look up to may influence their choices of purchasing a particular product or service.

Reference groups are particular groups of people some people may look up to that have an

impact on consumer behavior (Patterson 2005). So they can be simply a band like the Spice

Girls or your immediate family members. Opinion leaders are those people that you look up

to because your respect their views and judgments and these views may influence consumer

decisions. So it maybe a friend who works with the IT trade who may influence your decision

on what computer to buy. The economical environment also has an impact on consumer

behavior; do consumers have a secure job and a regular income to spend on goods?

Marketing and advertising obviously influence consumers in trying to evoke them to

purchase a particular product or service (BTEC national marketing UK 2008).

According to Mehta, (1999), when purchasing a product there several processes which

consumers go through and these include; Problem recognition; How do you decide you want

to buy a particular product or service? It could be that your car has run out of gasoline and

you need to refill or you have just bought a new car and you need to service it.

Secondly, they do Information search; Consumers often do some form of information search

to help them through their purchase decision. Sources of information could be family, friends,

neighbors who may have the product you have in mind, and alternatively you may ask the

sales people, or dealers, or read specialist magazines (Mehta 1999).After searching for

information, they evaluation the different purchase options; Consumers allocate attribute

factors to certain products, almost like a point scoring system which they work out in their

mind over which brand to purchase. This means that consumers know what features from the

rivals will benefit them and they attach different degrees of importance to each attribute.

Consumers usually have some sort of brand preference with companies as they may have hada good history with a particular brand or their friends may have had a reliable history with

one (Williams2006).

Finally, they make a purchase decision; Through the evaluation process discussed above

consumers will reach their final purchase decision and they reach the final process of going

through the purchase action e.g. The process of going to the shop to buy the product, which

for some consumers can be as just as rewarding as actually purchasing the product(William

2006). The final stage in the entire process is the post purchase behavior; ever have doubts


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about the product after you purchased it? This simply is post purchase behavior and research

shows that it is a common trait amongst purchasers of products. Sellers of products clearly

want recent consumers to feel proud of their purchase; it is therefore just as important for

sellers to advertise for the sake of their recent purchaser so consumers feel comfortable that

they own a product from a strong and reputable organization Mehta (1999).

From the customers perspective, brand image is a guarantor of reliability and quality

(Roman 2005). Thus customers would like to buy and use brand names with a view to

highlight their personality in different situational context (Fennis & Pruyn 2006). Therefore,

advertising efforts should focus on influencing brand attitude which affects a customers

intention to purchase (Tsai et al 2007). Customers are always well equipped with comparative

elements to judge which products or services to purchase (Alvarez & Cassielles 2005).

2.5 Competitive platform in Uganda

The demand for petroleum products has been steadily growing over the past two decades in

Uganda. The demand for gas oil has doubled since 2003 largely as a result of licensing

generation plants using diesel and also as a result of more vehicles being imported into the

country (Alexander 2008). The large oil companies dominate the market, taking over 80%

market share. Shell is still the market leader with 31% market share, then Total in the second

place at 24% with its acquisition of Chevron as of 2008 (Kisaka 2008). These large

companies have scale advantages in purchasing bulk products, thus are in a position to

negotiate large discounts and make efficient use of expensive brand strategies compared to

smaller oil companies.

2.5.1 Retail Outlets

The retail outlets in Uganda are either Company owned and managed, company owned but

dealer run, dealer owned or company run or dealer owned and run. These retail outlets are

spread throughout the country, and they range from big retail sites that are owned by

multinational companies, to single pump filling stations owned by the locals. The marketing

strategies usually employed by these sites, range from price under cuttings, offering under

canopy discounts to brand image management especially with big recognized names.


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However, no matter the intensity of competition that exist between these retail stations, most

of the petroleum companies cooperate to the extent that some are offering hospitality and

through put arrangements to those without their own storage facilities at an agreed fee. Shell

and Total are always the price makers in this market and then others follow.


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CHAPTER THREE

METHODOLOGY

3.0 Introduction

This section presents the methodological aspects that were used in attaining the research

objectives. It highlights the research design, target population, sampling design, research

procedure, data collection instruments and mode of data analysis.

3.1 Research design

The study was quantitative and descriptive in nature. That is to say, it involved understanding

what petroleum consumers always consider in selecting where to refill from, it also analyzed

the impacts of various in built brand images on different customers. These enabled the

researcher gauge and measure the existence and strength of the relationship between

variables.

3.2 Study population and sample size

The study looked at Petroleum companies in Uganda and the specific unit of analysis was

service stations. The study population consisted of 32 registered Petroleum companies in

Uganda (PC), according to Ministry of energy and mineral development report of February

2010 and the sampling frame was made up 159 Petrol service stations (PSS) found in

Kampala city, thats according to the UNBS (2010). The target customers were those who

were refueling or servicing their vehicles at these stations at the time of the survey. PSS

refers to those stations that sell fuel and its other related products like lubricants.

The sample elements / participating petroleum companies (PC) were randomly selected and a

total of 6 petroleum companies were considered. The sample size for the PSS was based on

the five (5) divisions of Kampala city, namely, Kampala central division, Kawempe,

Makindye, Rubaga and Nakawa. This stratified random sampling led to purposively select 6

stations from each division making a sample size of 30 stations. Only one PSS belonging to

Total, Shell, Engen, Kobil, Petrocity and Super oil were selected in each division.


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Table 3.1 Sampling frame

DIVISIONS PCPSSSample

Customer samplesize (CSS)

Total 1 15

Shell 1 15Kampala central Engen 1 15

Kobil 1 15

Petrocity 1 15

Super oil 1 15

Total 1 15

Shell 1 15

Nakawa Division Engen 1 15

Kobil 1 15

Petrol city 1 15

Super oil 1 15

Total 1 15

Shell 1 15Makindye Division Engen 1 15

Kobil 1 15

Petrocity 1 15

Super oil 1 15

Total 1 15

Shell 1 15

Rubaga Division Engen 1 15

Kobil 1 15

Petrocity 1 15

Super oil 1 15

Total 1 15Shell 1 15

Kawempe Division Engen 1 15

Kobil 1 15

Petrocity 1 15

Super oil 1 15

TOTAL 30 450

A sample size of 450 customers was considered manageable and a representative of the

study. This sample size took into consideration the lack of a sample frame and scholars suchas Roscoe (1975) who proposed a sample size of 30 to 500 as appropriate for studies with

large samples and Barley (1994) who proposed a minimum of 100 respondents for large

populations. 15 customers from each PSS were purposively selected to participate in the

survey. Only those customers who were servicing their vehicles at the time of the survey

were requested to fill in the questionnaire since they had sometime to self-administer the

questionnaire.


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3.3 Data collection instruments

The researcher used self-administered questionnaires, which were given to the selected

customers at each service station. Questions on brand image were based on literature by

David (2005), then self concept on literature by Linda (2009), brand attachment on literature

by Lesley (2010) and customer purchase behavior on literature by Mehta (1999).

3.4 Measurement

Measurement of concepts was based on constructs identified in previous research. Brand

image was measured using attributes, benefits and personality as identified in the previous

research by David (2005), then the self concept measured basing on research by Linda, and

focus was on the actual self, ideal self and the social self, then brand attachment was

measured focusing on brand self connection and brand prominence as identified by Lesley

(2010) and lastly customer purchase behaviors was measured basing on previous research

conducted by Mehta (1999).

3.5 Data sources

Data for the study was obtained from both sources, that is to say, primary and secondary

sources. Primary data was collected using self administered questionnaires that werephysically given to the selected customers at the chosen service stations within Kampala.

Reliability and validity of this instrument was ascertained by conducting a pilot study prior to

data collection.

Secondary data was obtained from documentaries, magazines, statistics and books at the

ministry of Energy, independent research organizations like Kisaka, Uganda national beaural

of statistics, oil company records, and from previously conducted research studies.


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3.6 Reliability and Validity

Table 3.2 Reliability and Validity Results table

Cronbach Alpha was used to measure the reliability and the Content Validity Index values

VariableNumber Of

Items

Cronbach

Alpha

Content Validity

Index

Brand Image 11 .763 .727

Self Concept 16 .710 .813

Brand Attachment 12 .761 .833

Customer Purchase Behaviour 11 .590 .750

The questionnaire items used to measure the variables were both valid and reliable as

indicated by the Cronbach Alpha and the Content Validity Index values which were above

0.550 for all the variables

3.7 Data processing and analysis

Primary quantitative data obtained from the study, was properly coded, edited, entered into

the computer and analyzed using (SPSS 12). Percentages, frequencies and Pearsons

correlations, factor analysis and analysis of variance (ANOVA), were used to analyze

variables.

3.8 Limitations to the study

The researcher was faced with the following limitations to this study which made it slightly

difficult than anticipated;

Unwillingness to fill questionnaires by the selected respondents; Being a type of study that

was conducted at service stations where people would wish to spend less time, some of the

respondent hesitated filling these questionnaires, claiming not have time. The researcher

therefore had to conduct the study in the evenings when respondents were a bit relaxed,

coming from work, as opposed to conducting them in the morning when they were rushing to

offices.


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The second limitation was unwillingness by some of the station managers to grant the

researcher permission to collect data from customers at their stations. Since some of the

stations were company run, most of the posted station managers thought it was an attempt by

management to spy on them, while at other stations, dealers thought this was information

being gathered to be published in news papers. The researcher had a lot of explanations to do

in order to be allowed, and at certain moments, had to move with permission letters from

different head offices.

The third limitation was time. Since the study was conducted in Kampala, which is a very

busy district, yet the researcher had to administer questionnaires to 450 respondents, time was

not enough to enable him administer all the questionnaire alone. Thus the researcher had to

use research assistants to help him in administering questionnaires at certain points.


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CHAPTER FOUR

RESULTS AND FINDINGS OF THE STUDY

4.0 Introduction

This chapter presents the research results. It explores the presentation, analysis and

interpretation of results from the data collected. The chapter comprises of four sections,

where Section one presents the sample characteristics showing age, gender, marital status and

level of education. The second section is for loading factors necessary in establishing how to

build a successful brand image in the petroleum industry. The third section examines the

relationships between variables using Pearsons correlations (r) then the fourth section deals

with the analysis of variance (ANOVA) and the final section looks at regression analysis

showing the predictive potential of the study variables.

The study addressed the following objectives;







4.1 Background Information

Data was analyzed to establish variations in age, sex, marital status and level of education of

the respondents. ANOVA analysis was also done to analyze the factors for any significant

differences between the means of the study variables in relation to these demographic

variables respondents. Results of the findings are displayed in the figures below.


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4.2.1 Age Group of Respondent

The results in the table below indicate the nature of the respondents who participated in the

study.

Table 4.1 age of the respondents

Frequency Valid Percent

18-29 151 33.6

30-40 183 40.7

41-50 79 17.6

Above 50 37 8.2

Total 450 100.0

Results indicated that the majority of the respondents were in the 30 40 year age bracket

(40.7%), followed by the 18-29 year age bracket (33.6%), while the least represented of the

age groups was the above 50 year age bracket (8.2%). Finally, the respondents in the 41-50

year age bracket constituted 17.6%. This means that the biggest percentage of the driving

class in Uganda is within this age bracket.

4.2.2 Gender of respondent

The results below indicate the gender of respondents who participated in the study;

Table 4.2 gender


Male 296 65.8

Female 154 34.2

Total 450 100.0

From the results above, majority of the respondents who participated in the study were males

(65.8%), while the females constituted only (34.2%). This indicates that both males and

females were covered in the study.


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4.2.3 ANOVA results for Gender by Variable

The analysis of variance results for gender categories of the customers against the variables

were as indicated below.

Table 4.3 ANOVA for gender

N MeanStd.

DeviationStd. Error F Sig.

Brand ImageMale 296 2.688 .720 .114

5.174 .027Female 154 2.296 .492 .105

Self ConceptMale 296 3.282 .759 .122

1.839 .180Female 154 3.000 .817 .174

Brand AttachmentMale 296 2.976 .707 .110

2.050 .157Female 154 2.705 .735 .157

Customer Purchase

Behaviour

Male 296 2.790 .741 .12013.967 .000

Female 154 2.071 .638 .139

Results indicated that there are some differences among the gender categories on Brand

Image and Customer Purchase Behaviour. On the contrary, with Self Concept and Brand

Attachment, these customers dont differ significantly when it comes to their dealings with

the Petroleum Service Stations.

4.2.4 Marital status of respondent

The results in the table below indicate the marital status of all respondents that participated in

the study.

Table 4.4 marital status


Single 218 48.4

Married 232 51.6

Total 450 100.0

Results from the study indicated that majority of the respondents involved were married

(51.6%), while the singles comprised of (48.4%). This showed that the biggest percentage of


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people within the 30-40 age bracket are married and also form the biggest percentage of the

driving class.

4.2.5 ANOVA results for marital status by Variable

Table 4.5 ANOVA for marital status

N MeanStd.


Brand ImageSingle 218 2.625 .725 .137

.662 .419Married 232 2.485 .627 .108

Self ConceptSingle 218 3.259 .789 .152

.485 .489Married 232 3.118 .789 .135

Brand AttachmentSingle 218 2.966 .550 .102

.733 .395

Married 232 2.809 .844 .145

Customer Purchase BehaviourSingle 218 2.539 .836 .164

.002 .969Married 232 2.530 .749 .130

There were no significant differences among the customers on all the variables when

examined in light of their marital status (sig. >.05).

4.2.6 Level of education of respondent

Results in the table below shows the highest levels of education acquired by the respondents

who participated in the study

Table 4.6 Level of education


Primary 6 1.3

Secondary 72 16.0

Diploma 117 26.0

Degree 195 43.3

Post graduate 60 13.3

Total 450 100.0

Basing on the above findings, the biggest percentage of respondents were degree holders

(43.3%), followed by the diploma holders (26.0%), then secondary school level (16.0%),

postgraduates (13.3) and the least represented were the primary level at (1.3%). Since the


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questionnaires were self administered, all the respondents were educated enough to

understand the questionnaire.

4.2.7 ANOVA results for highest level of education by Variable

Table 4.7 ANOVA for education level

N MeanStd.


Brand Image

Primary 6 2.500 .354 .250

.684 .606

Secondary 72 2.750 .418 .171

Diploma 117 2.706 .532 .129

Degree 195 2.491 .719 .138

Post graduate 60 2.325 .898 .284

Self Concept

Primary 6 2.000 .000 .000

1.311 .277

Secondary 72 3.417 .665 .271

Diploma 117 3.219 .515 .129

Degree 195 3.204 .812 .156

Post graduate 60 3.150 1.081 .342

Brand Attachment

Primary 6 1.750 .354 .250

1.889 .124

Secondary 72 3.250 .689 .281

Diploma 117 3.000 .586 .142Degree 195 2.839 .695 .131

Post graduate 60 2.800 .919 .291

Customer Purchase

Behaviour

Primary 6 3.000 .707 .500

1.021 .405

Secondary 72 2.750 .822 .335

Diploma 117 2.750 .658 .165

Degree 195 2.404 .872 .171

Post graduate 60 2.278 .667 .222

There were no significant differences among the customers on all the variables whenexamined in light of their levels of education (sig. >.05), measuring that they understood the

questionnaire.


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4.3.0 Establish how to build a Successful Brand Image in the petroleum industry

Factor analysis was employed to establish whether the items were measuring the same

constructs and also establish whether the variables have contributions that are significant.

Factor loading of 0.50 and above were considered significant for this study (Steven 1992)

Table 4.8 Factor analysis results for brand image

Factor Analysis Results for Brand Image

Benefits

Personality

Attributes

This company is always my first choice when it comes to carservicing.

.672

Am satisfied with the services offered here. .805

I always read magazines and papers to find out whats newabout this company.

.640

I can only trust my car with products provided by this company .903

This Petroleum company stands for good quality. .820

I can recommend a friend to this particular company .744

This companys brand name is so appealing. .566

The company logo symbolizes quality .606I can mention a number of products provided by this company .885

This petroleum company is obviously different from others. .840

I agree with the decision to change the name of this petroleumcompany.

.704

Eigen Value 4.883 1.568 1.307

Variance % 41.472 14.253 11.880

Cumulative % 41.472 55.725 67.605

Brand image construct was examined by 11 scale items which accounted for 67.6% of the

variance of the overall brand image scale. Four items were loaded on benefits, more four

loaded for personality and three items loaded for attributes and their significant contributions

were, Benefits 41.5%, Personality 14.2% and attributes 11.9%. Eigen values were greater

than unity (1.0).


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4.3.1 Factor analysis for Self Concept

Table 4.9 factor analysis results for self concept

Factor Analysis Results for Self ConceptIdeal

Actual

Social

All I care about is getting the car serviced no matter where I do it from. .525

I think associating with this company says a lot about me. .740

Purchasing from this company symbolizes a bond with friends and

family..629

People always associate this brand with special people. .808

Being part of this company, symbolizes what I stand for. .794

This brand stands for a particular way of life. .766

I like to be considered outstanding in whatever I do .736

Am more careful with my car than my friends are with their cars. .868

I think its fun trying out something new. .838

I go to this station because its where all my friends go. .553

I always consult my friends before servicing my car. .765

I always try to behave like my friend so that I feel am part of the group. .761

Eigen Values 3.086 1.6025 1.091

Variance % 38.572 20.032 13.641

Cumulative % 38.572 58.604 72.245

Self concept construct was examined by 12 scale items which accounted for 72.2% of the

variance of the overall self concept scale. Six items were loaded on the ideal self, three items

loaded on the actual self and more three loaded on the social self. Their contributions were

Ideal self 38.5%, Actual self 20% and Social self 13.6%. Eigen values were greater than unity

(1.0).


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4.3.2 Factor analysis for brand attachment

Table 4.10 factor analysis results for brand attachment

Factor Analysis Results for Brand Attachment

BrandSelf

Connection

Brand

Prominence

To a large extent, this brand is part of me. .723

I feel personally connected to this company. .660

Am emotionally bonded to this company. .783

My thoughts and feelings about products offered are often automatic. .680

Just a mention of this brand evokes many thoughts about the past, present and future. .735

I can't imagine life without products of this company. .668

Associating with this company reminds me of who I am. .782

I would rather drive to find another branch other than going to a different company. .805

This Petroleum company means a lot to me. .835

If I were to describe myself, this petroleum company would be something I canmention.

.584

If someone ridiculed this company, I would feel bad. .676

Eigen Values 2.378 1.339

Variance % 39.629 22.311

Cumulative % 39.629 61.940

Brand attachment was examined by 11 scale items which accounted for 62% of the variance

of the overall brand attachment scale. Seven items were loaded on brand self connection,

while four items were loaded on brand prominence and their contributions were, brand self

connection 40%, brand prominence 22.3%. The Eigen values were greater than unity (1.0).


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4.4.0 Relationships between variables

The researcher used the Pearson (r) order correlations to establish the relationships between

the variables.

Table 4.11, Correlation results

Mean SD 1 2 3 4 5 6 7

Benefits-1 2.64 .68 1.000

Personality-2 2.44 .86 .442** 1.000

Attributes-3 3.13 1.10 .245 .095 1.000

Brand Image-4 2.55 .67 .436** .259* .223 1.000

Self Concept-5 3.18 .79 .347** .094 .447** .378** 1.000

Brand Attachment-6 2.88 .72 .445** .113 .430** .599** .428** 1.000

Customer Purchase Behaviour-7 2.53 .78 .343** .168 .314* .596** .355** .446** 1.000

** Correlation is significant at the 0.01 level (2-tailed).

* Correlation is significant at the 0.05 level (2-tailed).

4.4.1 Examine the relationship between brand image and customer purchase behaviour

Results indicated that brand image is positively related to customer purchase behaviour

(r=.596**, p


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4.4.3 Analyse the relationship between self concept and customer purchase behaviour

Results indicated that there is a positive relationship between self concept and customer

purchase behaviour (r=.355**, p


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4.5 Regression Analysis

The regression model below shows the predictive potential of Brand Image, Self Concept and

Brand Attachment on Customer Purchase Behaviour

Table 4.12 Regression results for the study variables

Unstandardized Coefficients Standardized Coefficientst Sig.

Model B Std. Error Beta

(Constant) .036 .401 .089 .930

Brand Image .750 .138 .622 5.424 .000

Self Concept .138 .105 .136 1.313 .031

Brand Attachment .062 .131 .055 .473 .053

Dependent Variable: Customer Purchase Behaviour

R Square .505

Adjusted R Square .478

F Statistic 18.737

Sig. .000

It is evident from the results that Brand Image, Self Concept and Brand Attachment have the

potential to explain 50.5% of the variance in the Customer Purchase Behaviour. The model

further tells us that it is very essential for the Oil Industry firms to deal with Brand Image

(Beta = .622, Sig.


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CHAPTER FIVE

5.0 DISCUSSION, RECOMMENDATIONS AND CONCLUSION

5.1 Introduction

This chapter presents the discussion, conclusion and recommendations arising out of the

research findings and research objectives in chapter four and suggested areas for further

study. The study has generated several findings most of which are in line with existing

literature and previous research findings

. The discussion is about the following research objectives:







5.2 Discussion of the research results

The study revealed the following findings, most of which are in line with the precious

scholarly findings from other researchers work.

5.2.1 Establish how to build a Successful brand image in the petroleum industry

Results in the previous chapter indicated that for any Petroleum Company to be able to build

and profit from a successful brand image, three cardinal issues need to be addressed. First of

all, emphasis should be put on portraying the product benefits (with a significant contribution

of 41.5% on overall brand image), then put focus on promoting both product and company

personality and then show the product benefits.


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Secondly, after successfully going through the first step, attention should now be shifted to

linking the above components to the customers ideal, actual and social self. Once this link is

created, the customers will start to develop attachments to the product and thus the company

will have succeeded in creating a customer-brand attachment.

To expound more on the observations made, Petroleum companies need to clearly show the

benefits the customer obtains from using the products that they market and sell, so as to

enhance the customers ability to recall the products they offer and also develop confidence

that the quality is the best that they could ever acquire on the market. These findings can

further be expounded with regard to the work of Plummer (2000) and Burman (2008) who

contends that, product attributes, the benefits/consequences of using a brand, and brand

personality are the three key components of the brand image. Hence in order to build a brand

image, petroleum companies should majorly focus on the major attributes of their products

(both functional and symbolic) as earlier proposed Cavelle (2010), portray the product

benefits and try to create a product personality that fits its target customers. Further empirical

and theoretical foundations were expounded in the work of Stockmans (2000) who examined

the relevance of product attributes in building brand image, Aaker (1997) who analyzed the

importance of product personality and Kotler (1999), Bove & Johnson (2000) who examined

product benefit in relation to brand image.

Furthermore, findings showed that benefits account for 41.472% of the Brand Image.

Thus it is really critical for the Petroleum Company to ensure that the customer rates them as

number one when it comes to car servicing (.672). Furthermore, its the duty of the company

to make sure the customer is satisfied with its services (.805). This is because the satisfied

customer will always return for more of the services. Other important issues with benefits

offered by the company had to do with the desire of the customer to continually read

magazines and papers to find out whats new about the company (.640) and fostering trust for

the company products among the various customers (.903). These results are supported by the

previous work done by Kotler (1999), where he asserts that benefits lead to certain end states

or values that consumers wish to achieve. Another study done by Bove and Johnson in (2000)

came up with similar findings demonstrating a positive relationship between perceived

benefits and consumer decision making.


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Besides product benefits, the personality of the company and its products is also paramount

as it contributes 14.253% of overall brand image. Findings showed that its also very

important for a petroleum company to build a personality that can easily be matched with its

customers. When customers realise that a given petroleum company stands for quality as its

distinguishing characteristic (.820), they will always want to associate with it. These

customers, who get contented with quality products offered by these companies, are more

likely to recommend friends to buy from the same company (.744).furthermore, when

customers start associating quality with the company, whenever they see its logo, it will be

seen as a sign of quality (.606) and same will apply to its name (.566). These results are

supported by the previous work of Freling and Forbes who noted that favourable brand

personalities are a central driver of customer preference and usage. Further findings by

Keller 2006 also support the results by emphasising that Personality projects the brands

values and create an image of the brands typical user which might be the ideal image of the

customer

Then product attributes were also found to be useful with its significant contribution 11.880%

of brand image. It is the responsibility of the Petroleum Company, to expose those descriptive

features that characterize their products. This will automatically distinguish a particular

companys products from the others and this will in turn put a customer in a position where

he / she can mention a number of products provided by the company (.885). Customers of

that nature will always know what to buy when need arise. Once customers are in position to

distinguish between companies basing on the perceived attributes, they will obviously see

that their particular company is different from others much as they are all dealing in

petroleum products (.840). Another important attribute in building brand image, relates to the

company name. Once customers build an association with a given brand name, they will

prefer to always keep it rather than voting for change of that name since it will require

development of a totally new mental picture (.704). Previous work done by Puth (1999)

confirms the findings. He observed that consumers use perceived product attributes in the

decision making process. Stockman (1999) also noted that products are usually viewed as a

bundle of intrinsic and extrinsic attributes in the eyes of a customer.

Once these elements are embraced, they should then be linked to the customers self (ideal,

social or actual) so as to create a customer-product connection that further results into brand


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attachment. These findings are further supported by the work of Chaplin & John (2005), who

contend that by categorising the brand as part of the self, a customer develops a sense of

oneness with the brand, establishing cognitive links that connects the brand with the self.

5.2.2 Examine the relationship between brand image and customers purchase

behaviours

Correlation analysis showed a significant positive relationship between brand image and

customer purchase behaviour. This means that customers while in their purchase decision

making process will always try to look for well established product names so as to shorten the

entire process. Petroleum companies with well established brands will become the number

one priority when a customer is bound to make a purchase decision. Thus, while building a

strong brand image, Petroleum companies should first look at the various reasons why

customers make a purchase so as to customise the brand image elements to the different types

of buying behaviours. For example, if a customers buying intention is influence by the

dissonance reducing buying behaviour, where a buyer is highly involved with the purchase of

a product; the Personality aspect of a brand should be given utmost importance. Then when

customers are influenced by habitual buying behaviours, benefits and attributes as aspects of

brand image should be emphasized most.

These results are supported by Yasin et al (2007) who noted that brand image is important for

product development in that it can be instilled in customers minds and hence it could have a

beneficial or detrimental effect on customers buying decision. Previous findings by Williams

(2006) also support the results, by asserting that consumers usually have some sort of brand

preferences with companies as they may have had a good history with a particular brand or

their friends may have had a reliable history with one.

5.2.3 Examine the relationship between brand image and brand attachment

According to the results of the study, a positive significant relationship between brand image

and brand attachment was observed. This means that, well established brand image aspects

like benefits, personality and attributes, will prompt customers to try and link them with their

personalities and once a fit is established, product-customer attachment will developed.


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Basing on the brands attributes, benefits or personality, the customer will develop a deep

liking for that particular brand, he will start to develop cognitive and emotional connections

between the brand and the self (brand self connection) and hence brand attachment will

develop. Furthermore, this connection will start to evoke positive feelings and memories

about a brand (brand prominence).

These findings are in line with previous work done by Kumar (2006) who noted that its very

vital to build a strong brand image so as to create a customer brand attachment, and the

crucial elements are to have a clear differentiation with other products, to the extent that even

when trying to change the way a brand image is conveyed, the original brand personality and

value should first be strengthened in order to reduce to the minimum customers feelings of

chaos and inconsistence.

5.2.4 Analyse the relationship between self concept and customer purchase behaviours

According to the results of the study, a positive and significant relationship was observed

between self concept and customer purchase behaviour. This means that, before making a

purchase decision, customers are influenced by their ideal, social and actual self. Customers

will always want to buy products that portray their personalities. Individuals have perceived

self-images as certain kinds of people with certain traits, habits and relationship

Documents

Brand Image, Self Concept, And Consumer Purchasing Behaviours in the Ugandan Petroleum Industry