Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Syed Atif Murtaza Qaiser, Lecturer, Department of Marketing, Institute of Business Administration (IBA), Karachi
Project Coordinator (Internal)
FrieslandCampina Engro Foods Pakistan Limited
MBA Research Project
Abstract / Summary
The purpose of this paper is to understand the relationship between consumer behavior and different brand dimensions such as brand awareness, product availability, perceived quality, parent brand association and how these factors affect purchase intent. It is important for brand managers to understand this relationship to enhance the brand equity leading to business success. The study employs a robust methodology including factor analysis, reliability analysis, correlation analysis, and regression analysis which have provided valuable insights for both academics and brand managing professionals. This study provides valuable insights into the brand dimensions and consumer behavior in terms of Olper’s Cheese. All the dimensions discussed have a positive influence on purchase intent, but the strength of each factor varies with brand awareness and perceived quality being the most crucial factors for this category. The implications of this research hold value for the brand managers aiming to enhance brand equity in a competitive market. Apart from brand awareness, the findings highlight the major influence of perceived product quality and parent brand association of purchasing intent which iterates the importance of providing consistent quality and maintaining a strong brand legacy and reputation. There are several limitations in this research which can make the basis for the future research areas such as studying consumer behavior across multiple industries and demographics, cultural and cross-cultural analysis, and the impact of digital channels.
The research adds value to the field of consumer behavior and brand management through the analysis of brand dimensions and consumer decision-making processes using Olper's Cheese as a case study. By highlighting the importance of perceived quality and parent brand association in the decision-making process, this research also challenges traditional assumptions about brand awareness being the sole factor in consumer choices which has practical implications for brand managers wishing to enhance brand equity.
Ashraf, N., Nadeem, W., Haseeb, J., & Shoaib, Q. (2023). Olper's Cheese - Product Launch Analysis (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/310
Available for download on Saturday, November 16, 2030