RESEARCH PROPOSAL

RESEARCH TITLE:

The impact of personal involvement on store brand selection.

INTORDUCTION:
Today store brands are are appearing in an ever-increasing number of categories and their acceptance by consumers is
of this research is to model the selection process involved in a purchase which the consumer goes through when choo
brands.It is vital that a retailer understands demand conditions which make it attractive to introduce a store brand to a
subsequent impact of this introduction on customer demand for both the store brand and national brands.Today's store
placement on shelves, snazzier packaging, more promotion, and, in general, higher manufacturing standards than in y
since some companies make both national brands and store brands. Many big-name companies make their usual types
others make additional private-label items. Hormel Foods Corp. (cured meat, chili), for example, also makes bouillon
the pirpose of this study carefully examines the selection of store brands and how personal involvement allows consu
over national brands.

STATEMENT OF THE PROBLEM:

To examine the impact of personal involvement on store brand selection.

MODEL/FRAMEWORK TO BE USED:

VARIABLES TO BE STUDIED:
Dependent Variable
• Brand choice.
Independent Variables

· Personal involvement.
· Evoked set
· No: of Brands
· No: of attributes
· Knowledge of product category
PROPOSED RESEARCH HYPOTHESIS:

SOURCES OF INFORMANTION:
• J-Store
• Google scholar
• Karachi
ResearchStock
Journals
Exchange
SAMPLING TECHNIQUE & PROCEDURE:
Random Sampling
SAMPLE SIZE:
150 people
METHOD OF DATA COLLECTION & PROCEDURE:

Data will be collected thorugh survey by approaching one by one respondent who are visiting grocerry retail stores in
Sadar, Mehmoodabad, bahadurabad etc) and ask whether thay are wiling to participate in survey.
INSTRUMNET OF DATA COLLECTION:
Questionnaire will be distributed to respondents who willing to take part in survey.
STATISTICAL TEST TO BE USED:
Linear Regression test will be tested.
POSSIBLE RESEARCH FINDINGS:
Possible research findings will be that how personal involvement impact on store brand selection then after we will se
preference to store brand over national brand.
LIST OF REFERENCES:
• Salvador Miquel, Eva M.Caplliure, Joaquin (2002), "The effect of personal involvement on the decision to buy stor
18.
• Stepehn Zeilke, Thomas Dobbelstein (Nov 2, 2007), " Customer willingness to purchase new store brands", Vol 16,
• Celina Gonzalez Mieres, Ana Maria Dizz Martin and Juan Antonio (10. 2006), "Influence of percieved risk on store
pp.761-722.
• Alain d'Astous HEC Montréal, Montréal, Québec, Canada (2005), " National versus store brand effects on consume
9, pp.306-317. •Kusum L. Ailawadi, Scott A. N
2001), " Persuing the value-conscious: Store brands versus national brand promotions". Vol 65, pp.71-89.
OSAL

r acceptance by consumers is unquestionable. The purpose

mer goes through when choosing store brands over national
o introduce a store brand to a product category, and the
national brands.Today's store brands enjoy more prominent
facturing standards than in years past. That's not surprising,
panies make their usual types of products for the stores;
xample, also makes bouillon, pudding, and salsa. Overall
al involvement allows consumers to choose store brands
iting grocerry retail stores in Karachi ( Defense market,
survey.

election then after we will see the consumer's more

nt on the decision to buy store brands", Vol,11 NO.1, pp. 6-

e new store brands", Vol 16, pp. 112-121.

nce of percieved risk on store brand pronness", Vol 34,

re brand effects on consumer evaluation of a garment", Vol

usum L. Ailawadi, Scott A. Neslin, Karen Gadenk (Jan
Vol 65, pp.71-89.