3. #1. INTRODUCTION /
OBJECTIVE
AREA of Interest
During
Industrial training
Integral
part of
BBA(Hon
)
Synthesis
various
aspect of
learning
Ability to
write
substantial
report
Demonstration
of
understanding
concept
techniques skill
5. Market research and marketing research
are often confused.
'Market' research is simply research into a specific market. It is a very
narrow concept.
'Marketing' research is much broader. It not only includes 'market'
research, but also areas such as research into new products, or modes of
distribution such as via the Internet.
Here are a couple of definitions:
"Marketing research is the function that links the consumer, customer, and
public to the marketer through information - information used to identify and
define marketing opportunities and problems; generate, refine, and evaluate
marketing actions; monitor marketing performance; and improve understanding
of marketing as a process.
Marketing research specifies the information required to address these issues,
designs the methods for collecting information, manages and implements the
data collection process, analyzes, and communicates the findings and their
implications."
American Marketing Association (AMA) - Official Definition of Marketing Research
http://www.marketingteacher.com/lesson-store/lesson-marketing-research.html
6. CHOOSING THE PROJECT TOPIC / AREA
It is the student’s responsibility to identify a suitable
project topic, subject to the approval of his/her advisor
(appointed lecturer).
The topic must be of issues related to the field of
study or at least related to any subject indicated in the
students’ program’s curriculum. Request from the
industry must also be taken into considerations and
shall be discussed between the student, advisor and
the supervisor (from the company).
For the purpose of preparing the project paper report,
a student has to meet and discuss with his/her advisor
a minimum of eight (8) times throughout the semester.
7. “Not Everything That Counts Can Be Counted,
& Not Everything That Can Be Counted,
Counts”.
ALBERT EINSTEIN
8. 1 MKT 420
Principles and Practices
of Marketing
2 MKT537 Marketing Research
3 MKT547
Marketing
Communication
4 MKT542 Channels Management
5 MKT532
Understanding
Consumer
6 MKT531 Product Management
7 MKT646 Strategic Marketing
8 MKT656 Global Marketing
9 MKT658 Issues in Marketing
10 MKT663 Relationship Marketing
? MKT620 Business Marketing
Source: FBM PROGRAM STRUCTURE - BBA with Honours ( MARKETING ) BM220
Glossory
Chapter
Knowledge
9. #2 INPUT /PROCESS /OUTCOME
CHOOSING
THE TOPIC
Students
RESPOSIBILITY
SUBJECTSUBJECT
APPROVALAPPROVAL
BYBY
ADVISORADVISOR
Issue Related
to Field of
Study
Request from
The Industry
–To Consider-
Shall be
discussed
Meet & Discuss with
S/Visor min 8 Times
THE
RESEARCH
REPORT
P1
P2
P3
29. #3.MY ANALYSIS
STRENGTH WEAKNESS
Written Capabilities/
Language Competencies
Knowledge/ Skills/Ability
Advisors that are ever willing to
guide
Conducive System
Based on Previous Supervision Experience:Based on Previous Supervision Experience:
Take things for granted /Late
Starter/
Not Properly Plan/
No ZEST
OPPORTUNITIES THREAT
To proof / Improve
Push up CGPA
Higher Level
If Its really matters
Once a life time / Time Tunnel
It a process ( involved
procedures, task, schedules,
activities , routine by which a
job/product/service is delivered
Too Engross in the Practical
Training…
30. JUNE JULY AUGUST SEPTEMBER OCTOBER
STAGEOFSTUDY 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
CHAPTER1
problemstatement
researchobjective
significantofstudy
limitationsofthestudy
CHAPTER2
literaturereview
theoreticalframework
hypothesis
CHAPTER3
methodology
researchdesign
sampledesign
instrument
dataanalysis
36. ANISA AISYA BINTI KHALIL
2010205798
BBA (HONS) MARKETING
The moderating effects of corporate image:
the influence of service quality and trust on
purchase intention at Great Eastern Takaful
Sdn Bhd (GETSB)
37. INTRODUCTION
• A number of studies has been carried out on
purchase intention and the factors influencing
purchase intention (Khan, 2012).
• Corporate brands are related to trust
(Groenland, 2002 and Berens and van Riel,
2004)
• The provision of high quality services is one of
the key factors of a successful operation
(Wang and Sha, 2000) and service quality has
a direct influence on purchase intention
(Huang, 2011).
38. BACKGROUND OF THE STUDY
• In respect of insurance industry, it has been one of the key
drivers to services sector.
Change (%) Share of GDP (%)
2010 2011 2012 2010 2011 2012
Intermediate services
Transport strorage 6.9 5.1 6.7 3.8 3.8 3.8
Communication 8.5 7.9 7.9 4.2 4.4 4.5
Finance and insurance 6.4 6.3 6.8 11.7 11.8 12.0
Real estate and business
services
7.8 6.8 5.7 5.5 5.6 5.6
Source: Malaysian Rating Corporation Berhad, 2012
39. OBJECTIVE OF THE STUDY
• To determine the influence levels of reliability on trust.
• To determine the influence levels of tangibility on trust.
• To determine the influence levels of responsiveness on trust.
• To determine the influence levels of assurance on trust.
• To determine the influence levels of empathy on trust.
• To determine the influence of trust on customer’s purchase
intention.
• To determine the moderating role of corporate image towards
a company on the influence of customer’s trust on customer’s
purchase intention.
40. LITERATURE REVIEW
• Purchase Intention
• Definition: customers willingness and readiness to consider
buying a products (Wang and Tadisina, 2008, Nelson Barber
et al., 2012 and Al-Ekam, 2012).
• Fishbein and Ajzen (1975), a Theory of Reasoned Action
(TRA) and Theory of Planned Behaviour (TPB).
TRA
TPB
Attitude
Behaviour
42. • Corporate Image
• Defintion: the overall representation of an enterprise to
the public (Nguyen and Lablanc, 2001).
• Studies on corporate identity has been carried out since
early 1930s (Alan Valdez, 2013).
43. 1930s
•Personalities
as impression
made on other
people
1950s-1960s
•Consumers buy
a brand for the
meaning it has
1970s
•Include the
perceptions of
stakeholders
1980s
•The effects of
behaviour and
communication
was recognized.
Nowadays,
identity is seen as
strategic tool
EVOLUTION OF CORPORATE IMAGE
44. • Trust
Definition: a state involving the expectation of the parties
and risk associated with assuming in such expectations
(Deutsch, 1958, Holmes and Rempel, 1991 and Al-Ekam ,
2012).
A few research on trust is started from psychological study
(Wetzels, 1998).
Lewis and Weigert (1985) – three dimensions:
1)Cognition
2)Affection
3)Behaviour
45. Service Quality
Definition: a long run evaluation of employees
performance, interaction and processes and expectation of
customers . (Parasuraman, 1985 , Cronin and Taylor, 1992
and Bitner et al., 1996, ).
Parasuraman (1985), is the main contributor to service
quality.
Service Quality
Categorized into five dimensions :
1)Tangibility
2)Reliability
3)Responsiveness
4)Assurance
5)Empathy
46. Author
1. A gap between expectations
and perceived performance is the
best predictor of satisfaction
impact on level of customers trust
Mcquitty et al., (2000)
2. Service quality consists of
reliability, tangibility,
responsiveness, assurance and
empathy.
Parasuraman (1985)
2. Trust relates to positive
expectation about the intentions
and behaviour of exchange
partner.
Singh and Sirdeshmukh, (2000)
3. Positive corporate reputation
with guaranteed attributes and
functions will establish better
customer trust.
Dodds et al., (1991)
PREVIOUS RESEARCH
H1-1: Reliability has a significantly
positive influence on trust.
H1-2: Tangibility has a significantly
positive influence on trust.
H1-3: Responsiveness has a significantly
positive influence on trust.
H1-4: Assurance has a significantly
positive influence on trust.
H1-5: Empathy has a significantly positive
influence on trust.
H2: Trust has a significantly
positive influence on purchase
intention
H3: Corporate image will moderate
the influence of trust on purchase
intention.
H3-1: The influence of trust on
purchase intention in high corporate
image situations is greater than in low
corporate image situations.
47. PROPOSED RESEARCH MODEL
INDEPENDENT VARIABLES DEPENDENT VARIABLES
Service Quality
•Tangibility
•Reliability
•Responsiveness
•Assurance
•Empathy
Trust Purchase
Intention
Corporate Image
Moderating variable
48. RESEARCH METHODOLOGY AND
ANALYSIS
Frequency analysis
•To obtain the number of the responses associated with the different value of variables and
express those counts in percentage term
Descriptive analysis
•To understand the characteristics of the respondents of variables of interest situation.
Reliability analysis
•Used of Cronbach’s alpha value
•If alpha value was higher than 0.70, then it showed that the reliability was high (Osburn, 2000).
Correlation analysis
•Pearson’s correlation was adopted
•The closer the absolute value to 1, the stronger the relationship (Taylor, 1990)
Regression analysis
•To test the hypotheses
•Proposed moderator and interaction term was adopted for modeator analysis
49. RESULT AND FINDINGS
• Frequency analysis
Gender: Percentage
(%)
Male 38.7
Female 61.3
Total 100
Age : Percentage (%)
18-24 9.3
25-34 44.0
35-44 24.7
45-54 22.0
Total 100
Marital status: Percentage
(%)
Single 15.3
Married 84.7
Total 100
Employment status: Percentage (%)
Employed full-time 78.7
Employed part-time 8.7
Retired 5.3
Unemployed 6.0
Student 1.3
Total 100
House hold
income:
Percentage (%)
Below RM1000 10.7
RM1001-RM3000 31.3
RM3001-RM5000 16.7
RM5001-RM7000 24.7
RM7001 and above 16.7
Total 100
50. • Descriptive analysis
Variables N Min Max Mean Std.
Deviation
Corporate
image
150 4.00 5.00 4.7278 0.35991
Service
quality
150 4.00 5.00 4.6633 0.35363
Customer
trust
150 3.00 5.00 4.6644 0.48925
Purchase
intention
150 3.00 5.00 4.6756 0.50048
52. REGRESSION ANALYSIS
• The influence of service quality on trust
Dependent
variables
Service quality Regression
coefficient (β)
t value p value
Customer
trust
Tangibility 0.276 2.067 0.041
Reliability 0.482 3.239 0.001
Responsiveness 0.034 0.265 0.791
Assurance 0.302 2.416 0.017
Empathy 0.050 0.384 0.702
R²= 0.340 ; Adjusted R²= 0.317 ; N=150 ; F14.832 ; p= 0.000
53. • The influence of trust on purchase intention.
REGRESSION ANALYSIS
Independent
variable
Dependent
variable
Regression
coefficient
(β)
t value p value
Customer
trust
Purchase
intention
0.399 5.294 0.000
R²= 0.159 ; Adjusted R²= 0.154 ; N= 150 ; F= 28.029 ; p= 0.000
54. • The moderating effects of corporate image between the
influences of trust on purchase intention
REGRESSION ANALYSIS
Dependent
variable
Variables Regression
coefficient
(β)
t value p value
Purchase
intention
Customer
trust
0.597 7.335 0.000
Customer
trust
X
Corporate
image
0.392 4.821 0.000
R²= 0.274 ; Adjusted R²= 0.264 ; N= 150 ; F= 27.752 ; p= 0.000
55. Comparison of the moderating effect of
high and low corporate image
5.004.504.003.503.00
meanCT
5.00
4.50
4.00
3.50
3.00
meanPI
Fit line for high
corporate image
Fit line for low
corporate image
high corporate image
low corporate image
groupCI
R Sq Linear = 0.051
R Sq Linear = 0.299
Purchase
intention
Customer trustCustomer trust
Corporate Image
56. CONCLUSION
• Different dimensions of service quality will have different levels
of influence on customer trust.
• Trust has a significantly positive influence on purchase
intention correspond to previous research.
• Corporate image moderate the influence of trust on purchase
intention.
• Recommendation:
1) Enhance service quality to increase level of customer trust
2) Should considered to increase level of customer trust
3) Strengthen the corporate image to enhance trust and leads to
purchase intention
1. Product Research Product means the goods and services which are sold to the consumers. It includes consumer products and industrial products. Product research studies the individual product. It studies the making and marketing of the product. It studies the colour, size, shape, quality, packaging, brand name and price of the product. It also deals with product modification, product innovation, product life cycle, etc. The product is modified (changed) as per the needs and wants of the consumers. Therefore, the product will not fail in the market. 2. Consumer Research Consumer is the person who purchases the goods and services. The consumer is the king in the market. Consumer research studies consumer behaviour. It studies the consumers needs, wants, likes, dislikes, attitude, age, sex, income, location; buying motives, etc. This data is used to take decisions about the product, its price, place and promotion. 3. Packaging Research Packaging research is a part of product research. It studies the package of the product. It improves the quality of the package. It makes the package more attractive. It makes the package more convenient for the consumers. It reduces the cost of packaging. It selects a suitable method for packaging. It also selects suitable packaging material. 4. Pricing Research Pricing Research studies the pricing of the product. It selects a suitable method of pricing. It fixes the price for the product. It compares the companies price with the competitor's price. It also fixes the discount and commission which are given to middlemen. It studies the market price trends. It also studies the future price trends. 5. Advertising Research Advertising research studies the advertising of the product. It fixes the advertising objectives. It also fixes the advertising budget. It decides about the advertising message, layout, copy, slogan, headline, etc. It selects a suitable media for advertising. It also evaluates the effectiveness of advertising and other sales promotion techniques. 6. Sales Research Sales research studies the selling activities of the company. It studies the sales outlets, sales territories, sales forecasting, sales trends, sales methods, effectiveness of the sales force, etc. 7. Distribution Research Distribution research studies the channels of distribution. It selects a suitable channel for the product. It fixes the channel objectives. It identifies the channel functions like storage, grading, etc. It evaluates the competitor's channel. 8. Policy Research Policy research studies the company's policies. It evaluates the effectiveness of the marketing policies, sales policies, distribution policies, pricing policies, inventory policies, etc. Necessary changes, if any, are made in these policies. 9. International Marketing Research International marketing research studies the foreign market. It collects data about consumers from foreign countries. It collects data about the economic and political situation of different countries. It also collects data about the foreign competitors. This data is very useful for the exporters. 10. Motivation Research Motivation research studies consumers' buying motives. It studies those factors that motivate consumers to buy a product. It mainly finds out, Why the consumers buy the product? It also finds out the causes of consumer behaviour in the market. 11. Market Research Market research studies the markets, market competition, market trends, etc. It also does sales forecasting. It estimates the demand for new products. It fixes the sales territories and sales quotas. 12. Media Research Media research studies various advertising media. The different advertising media are television (TV), radio, newspapers, magazines, the internet, etc. Media research studies the merits and demerits of each media. It selects a suitable media for advertising. It does media planning. It also studies media cost. It helps in sales promotion and to avoid wastage in advertising.