The document provides details of a research study that examined factors affecting consumer purchase decisions related to brands in Pakistan's electric industry sector. The study aimed to determine the impact of brand, product quality, price, packaging, and availability on consumer purchase decisions. A survey was conducted of 45 consumers in Lahore and the data was analyzed using descriptive statistics and correlation/regression in SPSS. The analysis found statistically significant positive relationships between consumer purchase decisions and the brand, product quality, and availability factors. Price and packaging did not have significant relationships.

1. Quantitative Techniques in Business
QUANTITATIVE TECHNIQUES IN BUSINESS
FINAL TERM PROJECT
A SURVEY REPORT
ON
Factors effecting the Brand on
Consumer Purchase Decision
An empirical study in context of Electric Industry sector
of Pakistan
Submitted by
The Rose
M.com 1(A)
Submitted to
Prof. Nadeem Iqbal
Submitted Date
08/02/2012
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2. Quantitative Techniques in Business
“Dedication”
“We dedicate all our efforts to the Holy
Prophet (PBUH); who showed us honest
ways of business, social justice and dignity
of work through His deeds.”
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3. Quantitative Techniques in Business
“Acknowledgment”
All the praises are for Allah who is the master of judgment day and who is Merciful, Beneficent
to His creation. We have the pears of my eyes to admire blessing of the compassionate and
omnipotent because of the words are bound, knowledge is limited and time is short to express
His dignity. We offer our humblest thanks from the deepest core of our heart to the Holy Prophet
Hazrat Muhammad (PBUH) who is forever a model of guidance and knowledge of humanity.
We wish to express our deep sense of gratitude to our worthy Sir. Nadeed Iqbal for his co-
operation, valuable guidance and supervision under which this project has been completed.
We are also thankful to our deer class fellows for their help, association, good wishes and
encouragement, which enable us to complete this project.
We specially acknowledge all the persons who helped and support us in regard to provide
information for completing this report.
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4. Quantitative Techniques in Business
Table of Contents
Table of Contents
Introduction…………………………………………………………………………………………………………………………………….6
Hypothesis………………………………………………………………………………………………………………………………………7
Variables…………………………………………………………………………………………………………………………………………7
Methodology………………………………………………………………………………………………………………………………….8
Data preparation……………………………………………………………………………………………………………………………..8
Data analysis…………………………………………………………………………………………………………………………………..8
Descriptive………………………………………………………………………………………………………………………………………8
Production of relationship between variables………………………………………………………………………………..15
Correlation…………………………………………………………………………………………………………………………………….18
Regression…………………………………………………………………………………………………………………………………….19
Conclusion…………………………………………………………………………………………………………………………………….20
References…………………………………………………………………………………………………………………………………...20
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5. Quantitative Techniques in Business
Factors effecting the Brand on consumer purchase decision
an empirical study in context of Electric Industry sector of
Pakistan
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Factors effecting the brand on consumer purchase decision
Introduction
The basic aim of this survey is to determine the impact of Brand on Consumer purchase decision an
empirical in context of electric industry sector of Pakistan. Some of the brand has a good impact on
customer to purchase a product. The brand has very significance in market. The customer purchase the
brand on the base of its quality and price. If the price of a brand is reasionable then the customer agree
to purchase it. An attractive packaging are also play an important role to increase the demand. The
customer keep in his mind that the availability of the brand should be easy in the market. The consumer
is always remimber the quality of the product in his mind because when any consumer want to purchase
any brand then it’s mean he know about the brand, quality product, packaging etc.
Theoretical Framework
Brand
Product Quality
Price Consumer Purchase Decision
Packaging
Availability
Research Question
What is the impact of brand on consumer purchase decision?
HYPOTHESIS
H0: There is no relationship between brand and consumer purchase decision.
H1: There is relationship between brand and consumer purchase decision.
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7. Quantitative Techniques in Business
H0: There is no relationship between product and consumer purchase decision.
H2: There is relationship between product and consumer purchase decision.
H0: There is no relationship between price and consumer purchase decision.
H3: There is relationship between price and consumer purchase decision.
H0: There is no relationship between packaging and consumer purchase decision.
H4: There is relationship between packaging and consumer purchase decision.
H0: There is no relationship between availability and consumer purchase decision.
H5: There is relationship between availability and consumer purchase decision.
Variables
Dependent Variable
Consumer Purchase Decision
A decision which is taken by the Consumer for buying the product is called consumer purchase decision.
Independent Variables
Brand
A type of product manufactured by a company under a particular name is called brand. (Google)
Product Quality
The collection of features and characteristics of a product that contribute to its ability to meet given
requirements.
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8. Quantitative Techniques in Business
Price
The amount of money expected, required, or given in payment for something. (Brainy Quote)
Packaging
All products made of any materials of any nature to be used for the containment, protection, handling,
delivery and preservation of goods from the producer to the user or consumer. (DOE, 2010)
Availability
The quality of being at hand when needed is called Availability. (Google)
Methodology
Primary data was collected usage below this Questioner from a sample of Forty-five Consumers in
Lahore. Quality of Data was checked through validity and reliability procedures. Data was analyzed
statistically by using SPSS software.
Data preparation
After receiving the filled questionnaire we collect and arrange the data, after that we analyze the whole
questioner and select the fulfilled questions and rejected those questions whose are not attempted by
the consumers. Then we put the data in to SPSS software and defined the variable from the data and
find out the frequencies, five figure summaries, Graphs, Histograms and scatter plot of the data. After
that we generate the result of whole data and prepare a report.
Data Analysis
In order to analyze the data descriptive statistics were used. The results are given below;
Descriptive
Age
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Interpretation
To summarize the data of age variable frequency table and bar drawn, that shows there are only two
responses. The valid percentage and cumulative percentage also show in this frequency table. The graph
of age also shows the frequency of age.The bar in bargraphs are usually saprated and the hights of the
bars shows the frequancy of the age.
Gender
Interpretation
To summarize the data of gender variable frequency distribution column drawn that shows the two
types of responses male and female. The valid percentage of male is 55.6 and female is 44.4. The bar
graph also shows the frequency distribution of gender variable.
Qualification
Interpretation
To summarize the data of variable qualification frequency distribution column drawn which shows the
two types of responses. The valid percentage of Bachelor is 62.2 and Master & above is 37.8. The bar
graph of qualification also shows the two levels of responses.
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Profession
Interpretation
To summarize the data of variable profession frequency distribution column drawn which shows the two
types of responses category. The valid percentage of student is 82.2 and the valid percentage of others
is 17.8. The bar graph of variable profession also has drawn which shows two levels of profession
responses.
Organization
Interpretation
To summarize the data of variable organization frequency distribution table drawn which shows the two
types of responses category. The valid percentage of responses S.G.C. is 88.9 and the other one valid
percentage is 11.1. The bar graph of variable organization also shows two different heights of two
different responses.
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Designation
Interpretation
To summarize the data of variable designation frequency distribution column drawn which shows the
three types of responses category. The valid percentage of salaried person’s responses is 15.6, student’s
responses are 68.9 and the other is 15.6. The bar graph also has drawn which shows the three different
heights of salaried persons, students and other responses.
Brand
Interpretation
The case processing shows Five Figure Summary (FFS) of variable Brand which shows the results
maintained mean, median, mode, low quartile, upper quartile and medium quartile. It’s also show the
standard deviation, variance, skewness, range, minimum, maximum and percentiles. The Box plot of this
variable also shows valid result, in which there is no outlier.The upper quartile is 5.00,Middle is 3.75 and
lower quartile is 1.00. The whiskers indicate the expected range of scores. Below the HISTOGRAM of
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variable brand, the variable also has drawn which shows the different heights and a distribution curve
also show the normally distribution process.
Product
Interpretation
The case processing shows five figure summary (FFS) of variable Product which shows the results
maintained mean, median, mode, low quartile, upper quartile and medium quartile. It’s also show the
standard deviation, variance, skewness, range, minimum, maximum and percentiles. The BOXPLOT of
this variable also shows valid result, in which there is no any outlier. The whiskers indicate the expected
range of scores. Below the HISTOGRAM of variable product, the variable also has drawn which shows
the different heights and a distribution curve also show the normally distribution process.
Price
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Interpretation
The case processing shows five figure summary (FFS) of variable Price which shows the results
maintained mean, median, mode, low quartile, upper quartile and medium quartile. It’s also show the
standard deviation, variance, skewness, range, minimum, maximum and percentiles. The BOXPLOT of
this variable also shows valid result, the whiskers indicate the expected range of scores. In which there is
one lower outlier and the ID number of that outlier is (#41). (Note this number will not be the
participant’s ID unless you specify that SPSS should report this by ID number). Below the HISTOGRAM of
variable price, the variable also has drawn which shows the different heights and a distribution curve
also show the normally distribution process.
Packaging:
Interpretation
The case processing shows five figure summary (FFS) of variable Packaging which shows the results
maintained mean, median, mode, low quartile, upper quartile and medium quartile. It’s also show the
standard deviation, variance, skewness, range, minimum, maximum and percentiles. The BOXPLOT of
this variable also shows valid result, in which there is no lower or higher outlier. The whiskers indicate
the expected range of scores. Below the HISTOGRAM of variable packaging, the variable also has drawn
which shows the different heights and a distribution curve also show the normally distribution process.
Availability
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Interpretation
The case processing shows five figure summary (FFS) of variable Availability which shows the results
maintained mean, median, mode, low quartile, upper quartile and medium quartile. It’s also show the
standard deviation, variance, skewness, range, minimum, maximum and percentiles. The BOXPLOT of
this variable also shows valid result, the whiskers indicate the expected range of scores. In which there
are two-lower outlier and the ID number of that outlier is (#39) and the second outlier is (#41). (Note
this number will not be the participant’s ID unless you specify that SPSS should report this by ID
number). Below the HISTOGRAM of variable Availability, the variable also has drawn which shows the
different heights and a distribution curve also show the normally distribution process.
Consumer Purchase Decision
Interpretation
The case processing shows five figure summary (FFS) of variable Consumer Purchase Decision which
shows the results maintained mean, median, mode, low quartile, upper quartile and medium quartile.
It’s also show the standard deviation, variance, skewness, range, minimum, maximum and percentiles.
The BOXPLOT of this variable also shows valid result, in which there are three outliers, two are high and
the one is low. The ID number of first outlier is (#41); the second is (#42), and the last outlier ID number
is (#15). (Note this number will not be the participant’s ID unless you specify that SPSS should report this
by ID number). Below the HISTOGRAM of variable Consumer Purchase Decision, the variable also has
drawn which shows the different heights and a distribution curve also show the normally distribution
process.
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Prediction of relationship between Variables
In order to predict the relationships between variables scatter plot are drawn. Dependant
variable are taken on y-axis and Independed variable on x-axis. The result is as follows;
Relationship between Consumer purchase decision and Brand
Interpretation
The output shows a scatter plot for two scale variables i.e. Consumer purchase decision and Brand. The
overall pattern of the dots show that it is from diagonal upward straight regression line showing positive
association between brand and consumer purchase decision and points fit the line pretty well and R sq.
value is 0.041. For more understanding the above graph, a line in scatter plot show the direction of the
brand to consumer purchase decision. It is also show the relationship between the brand and consumer
purchase decision.
Relationship between Consumer purchase decision and Product
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Interpretation
The output shows a scatter plot for two scale variables that is Consumer purchase decision and Product.
The overall pattern of the dots show that it is from diagonal upward straight regression line showing
positive association between product and consumer purchase decision and points fit the line pretty well.
For more understanding the above graph, a line in scatter plot show the direction of the product to
consumer purchase decision. It is also show the relationship between the product and consumer
purchase decision.
Relationship between Consumer purchase decision and Price:
Interpretation
The output shows a scatter plot for two scale variables that is Consumer purchase decision and Price.
The overall pattern of the dots show that it is from diagonal upward straight regression line showing
positive association between Price and consumer purchase decision and points fit the line pretty well. It
is also show the relationship between the price and consumer purchase decision.
Relationship between Consumer purchase decision and Packaging
Interpretation
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The output shows a scatter plot for two scale variables that is Consumer purchase decision and
Packaging. The overall pattern of the dots show that it is from diagonal upward straight regression line
showing positive association between packaging and consumer purchase decision and points fit the line
pretty well. It is also show the relationship between the packaging and consumer purchase decision.
Relationship between Consumer purchase decision and Availability
Interpretation
The output shows a scatter plot for two scale variables that is Consumer purchase decision and
Availability. The overall pattern of the dots show that it is from diagonal upward straight regression line
showing positive association between Availability and consumer purchase decision and points fit the line
pretty well. It is also show the relationship between the availability and consumer purchase decision.
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Correlation
Interpretation
To investigate if there was a statistically significant association between all the variables, a
correlation was computed. All the variables were approximately normal there is a linear
relationship between them hence fulfilling the assumptions for Pearson’s correlations. The
positive sign shows that there is a positive relationship between the variables.
Regression
b
Variables Entered/Removed
Variables Variables
Model Entered Removed Method
1 AVAILABILITY,
BRAND,
PRODUCT, . Enter
PACKAGING,
a
PRICE
a. All requested variables entered.
b. Dependent Variable: consumer purchase
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Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
a
1 .734 .538 .479 .41861
a. Predictors: (Constant), AVAILABILITY, BRAND, PRODUCT,
PACKAGING, PRICE
b
ANOVA
Model Sum of Squares df Mean Square F Sig.
a
1 Regression 7.966 5 1.593 9.092 .000
Residual 6.834 39 .175
Total 14.800 44
a. Predictors: (Constant), AVAILABILITY, BRAND, PRODUCT, PACKAGING, PRICE
b. Dependent Variable: consumer purchase
a
Coefficients
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 3.133 .417 7.506 .000
BRAND .154 .064 .301 2.425 .020
PRODUCT .402 .110 .502 3.660 .001
PRICE -.096 .113 -.117 -.849 .401
PACKAGING -.010 .110 -.012 -.090 .929
AVAILABILITY -.397 .077 -.621 -5.126 .000
a. Dependent Variable: consumer purchase
Regression Equation:
Y=-1.946-0.756X1+0.505X2+0.596X3+0.297X4+0.050X5
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Interpretation
Simultaneously multiple regression was conducted to investigate the best predictors of brand. The
combination of variables to predict brand from product, price, packaging, availability, consumer
purchase decision was statistically significant, F=3.851, p<0.05. The beta coefficients are presented in
last table. The adjusted R square value was 0.245. This indicates that 24% of the variance in brand was
explained by the model.
Conclusion
In last we conclude my study of impact of brand on consumer purchase decision. After
complete analysis we know that which ways brand completely impact on consumer purchase
decisions. When consumer purchases a branded product first of all he checks the Product
quality, price, packaging and availability of the product. In our study we prepare a complete
analysis of these variable and give the result of this variable and also check the relationship
between these variables. It is also ensured that the brand should always effect the consumer
purchase decision. If the brand quality, price, packaging, etc. are very good then it creates an
impression for the consumer and the consumer should be decided to purchase it.
References
Brainy Quote. (n.d.). Retrieved from www.brainyquote.com:
http://www.brainyquote.com/words/pr/price206593.html#ixzz1iaOW2EkE
DOE. (2010). Retrieved from http://www.doeni.gov.uk: http://www.doeni.gov.uk/niea/waste-
home/regulation/regulations_packaging/definition_of_packaging.htm
Google. (n.d.). Retrieved from www.google.com:
http://www.google.com.pk/#hl=en&sa=X&ei=SZQFT5HfEYPtrQfW-
6AG&ved=0CBUQvwUoAQ&q=definition+of+brand&spell=1&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=483f905
9388b4d56&biw=1366&bih=673
Google. (n.d.). Retrieved from wordnetweb.princeton.edu/perl/webwn:
http://www.google.com.pk/#hl=en&sa=X&ei=ZpcFT8HxIovQrQeH3dn8Dw&ved=0CBUQvwUoAQ&q=defi
nition+of+Availability&spell=1&fp=1&biw=1366&bih=673&bav=on.2,or.r_gc.r_pw.,cf.osb&cad=
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