Business research

Research proposal
Group members
Waqas akram
Hamza mazhar
Afaq safdar
Usman tariq
 Topic

Effective BTL activities & purchase

intentions
Effective BTL Consumer
activities purchase
intentions

Independent Dependent
variable variable
Intro
● What is BTL?

● Difference between ATL & BTL activities ?

● BTL includes free sampling, door to door selling , discounts

coupons , personal appearances etc
Objectives
● How effective BTL activities are practiced by ABC in the perception
of consumers
● Evaluating customer buying behavior towards ABC products
● Examining the relationship between customer perceived effectiveness
of BTL activities of ABC company & their buying behavior
● Recommending how to make BTL more effective and increase in
consumers buying behavior.
● Studying and analyzing both the factors. (BTL activities effectiveness
and consumers buying behavior)
 Significance
● This research will be able to show the marketing manager which activity/
activities have the largest impact on the consumers’ buying behavior.

● This research will also show how much consumers are conscious of the
various BTL activities happening around them.

● This research can also show the managers how a combination of few BTL
activities can prove more effective than relying on them individually.

● This research will help to identify the ideal state for a customer and
customer’s feedback regarding BTL.
Articles
● Toten & Block 1994 (Analyzing sales promotion)
● Wathieu & Murre 2007 (Price as a stimulus)
● Rizwan, M., Javed, A., Khan, T., Aslam, T., Anwar, K., Noor, S., et
al. (2013). The Impact Of Promotional Tools On Consumer Buying
Behaviour
Literature review
● Schiffman & Kanuk, 2004
● Economic view
● Passive view
● Emotional view
● Cognitive view
cont..
● Marketing Purchase Intentions
● Kim (2006)
■ Country –product image has an influence on brand image and
purchase intention.
○ Chen & Chang (2008)
■ Brand equity on brand preference and purchase intention
■ Brand preference on purchase intention.
■ Brand equity and purchase intention.
■ Brand preference and purchase intention.
● Huarng et al (2010)
Human-message interaction, Human-human interaction, Perceived
playfulness, Perceived case of use and perceived usefulness on the
attitude instructional video advertising.
Perceived playfulness and perceived usefulness on purchase intention.

● Wang et al (2012)
Celebrity endorsement on advertising appeal, advertising appeal and
purchase intention.
Advertising appeal on advertising effect and purchase intention.
Advertising effect on purchase intention.
• Hsin Hsin Chang et al • Paul et al (2014)
(2008) study shows study shows

• Businesses that are using social

• Web site quality and web site brand
media and personal selling in
affect consumers’ trust and perceived
promoting their products
risk
• Impact of social media to the
minds of consumer is more
• Consumer purchase intention effective than personal selling
• It saves much of business
• Four dimensions : technical adequacy, money and time in promoting
content quality, specific content and products by the simply use of
appearance social advertisements
Cont..
• Bigne-Alcaniz et al. (2010) study shows
• Role of customer association with social cause
• Behavioural reactions towards cause-related marketing campaigns
• Hypothesized that there is a positive relationship among corporate
social responsible (C.S.R) associations and brand attractiveness for the
consumers
• Deirdre et al (2003) says
• Research has consistently revealed an increasing demand for “ethical”
choices in the global marketplace.

• Rana Saifullah Hassan et al.(2015) study shows

• CRM play role, in increasing the purchase intention of the purchase
• When customer feels the company is involved with the customer and
not just the product its intention to purchase greatly increases.
Research design
● Question crystallization = formal study
● Data collection method = monitoring
● Time dimension = cross sectional
● Topical stage = statistical study
● Research environment = field study
● Purpose of study = hypothesis testing
● Experimental effects = experiment
● Sampling technique = multiple , cluster
● Nature of research = Basic
Thank you !!!