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INTRODUCTION
Rationale
services) have symbolic images that are often more important to a products
success than are its actual physical attributes and characteristics (Aaker,
organize information and ultimately, what products they buy and how they use
intrinsic or extrinsic. Intrinsic cues refer to physical attributes (e.g. color, size)
market determined, intangible attributes, and include brand name, retailer and
Research Questions
Theoretical Lens
This research is anchored from the study of Graeff (1996), that the
activated (they are thinking about their own image and how other people view
functional qualities of the product (What does the product do? How does the
product work, what are the direct tangible outcomes of using this product?).
their own self-image and how other people view them), the degree of
congruence between the brands image and self-image can have a significant
the degree of congruence between brand image and self-image. Thus, the
extent to which consumers are aware of their own self-concept (image), and
The result of the study will help several entities in determining the
Company. This will allow them to analyze the buying behavior of the
are the resource upon which the business can survive in long term.
Students. Students can also benefit in this study for it will allow them
Management Students.
Definition of Terms
are evaluating products. The respondents were randomly picked and others
criterions affect their buying behavior. Thus, the response of the participants
the criterion of the consumers in evaluating products and how it affects their
buying behavior.
as its criterion. This also pointed out some elaborate discussion in the
Chapter 3 This deals with the decision of the study, the role of the
members and the participants involved. Data collection and analysis were
included. Credibility and integrity of the study was explained together with its
ethical considerations.
Chapter 5 showed the basis of findings and its variance of the theories