Role of Marketing Intelligence in Brand Positioning of Select Consumer Durables
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ROLE OF MARKETING INTELLIGENCE IN BRAND POSITIONING OF SELECT CONSUMER DURABLES A Thesis Submitted in Fulfilment of the Requirements for the Award of the Degree of DOCTOR OF PHILOSOPHY Submitted by SUPREET KANWAL (Registration No. 951013012) Research Supervisor(s) Dr. Gurparkash Singh Dr. Harsh Vardhan Samalia Assistant Professor Associate Professor L. M. Thapar School of Management, Rajiv Gandhi Indian Institute Thapar Institute of Engineering & Technology of Management Patiala - 147004 Shillong -793001 Punjab, India Meghalaya, India L. M. THAPAR SCHOOL OF MANAGEMENT THAPAR INSTITUTE OF ENGINEERING & TECHNOLOGY Punjab – INDIA (December 2018) © Lalit Mohan Thapar School of Management, Thapar Institute of Engineering and Technology, Patiala, India. DEDICATED TO ALMIGHTY List of Contents Topic Page Nos. Declaration Vi Certificate vii Acknowledgements viii-ix Abstract x-xi List of Tables xii-xiii List of Figures xiv-xv List of Abbreviations xvi-xvii Chapter No. Topic Page Nos. Chapter I: Introduction 1-12 1.1 Marketing Intelligence 3-5 1.2 Consumer Durable Sector in India 6-8 1.3 Rationale of the Research 8-11 1.4 Organization of Thesis 11-12 1.5 Conclusion 12 Chapter II: Review of Literature 13-58 2.1 Introduction 13 2.2 Objectives of Literature Review 13 2.3 Brand Positioning 14-30 2.3.1 Brand Positioning: Models and Processes 18-20 2.3.2 Brand Positioning Factors 20-30 2.4 Marketing Intelligence 30-45 2.4.1 Critical elements for an Effective Marketing Intelligence 36-38 Operation 2.4.2 Sources of Marketing Intelligence 38-40 2.4.3 Usage of Marketing Information System (MkIS) 40-45 2.5 Role of Marketing Intelligence in Brand Positioning 45-53 2.6 Research Gap 53-55 2.7 Research Questions 55 2.8 Research Objectives 56 2.9 Establishing the relationship among the literature, the theory, 56-57 i research questions, and the intended method 2.10 Significance of the Research 57-58 2.11 Conclusion 58 Chapter III: Research Methodology 59-71 3.1 Introduction 59-60 3.2 Research Flow Diagram 60 3.3 Hypotheses Formulated 61-62 3.4 Conceptual Framework 62 3.5 Unit of Analysis 62 3.6 Population and Respondents 63 3.7 Sampling and Data Collection 63-64 3.8 Sample Size 64-65 3.9 Design and Development of Research Instruments 65-66 3.10 Scale Formation 66-67 3.11 Assessment of Three Types of Respondents’ Perspective 67-68 3.12 Reliability and Validity of the Research Instruments 68-70 3.13 Data Analysis Techniques 70 3.14 Conclusion 71 Chapter IV: Data Analysis and Results 72-126 4.1 Introduction 72-73 4.2 Data Validity and Reliability of the Research Instruments 73-78 4.3 Demographic Profile of IT Professionals 79-80 4.4 Exploratory Factor Analysis of Marketing Intelligence (IT 80-84 Professionals’ Perspective) 4.4.1 Descriptive Statistics of the Factors of Marketing 80 Intelligence 4.4.2 Correlation Matrix 80 4.4.3 KMO and Bartlett’s Test of Sphericity for Marketing 82 Intelligence 4.4.4 Total Variance Explained by Factors of Marketing 82-83 Intelligence 4.4.5 Scree Plot of Marketing Intelligence Factors 83-84 ii 4.4.6 Rotated Component Matrix for the Factors of Marketing 84 Intelligence 4.5 Confirmatory Factor Analysis of Marketing Intelligence 85-86 4.6 Demographic Profile of Marketing Professionals 87-90 4.7 Exploratory Factor Analysis of Brand Positioning (Marketing 90-98 Professionals’ Perspective) 4.7.1 Sample Profile of Marketing Professionals 91 4.7.2 Descriptive Statistics of Brand Positioning (Marketing 91-92 Professionals’ Perspective) 4.7.3 Correlation Matrix of the Variables of Brand 92 Positioning 4.7.4 KMO and Bartlett’s Test for Brand Positioning Factors 93 (Marketing Professionals’ Perspective) 4.7.5 Total Variance Explained by Factors of Brand 93-95 Positioning (Marketing Professionals’ Perspective) 4.7.6 Scree Plot of Factors of Brand Positioning (Marketing 96 Professionals’ Perspective) 4.7.7 Factor Rotation 97-98 4.8 Exploring Issues Pertaining to Brand Positioning Practices 98 4.9 Demographic Profile of Consumers 98-103 4.10 Descriptive Statistics of Products Considered in the Research 103-104 4.11 Frequency of Demand of Brands by Consumers 104 4.12 Exploratory Factor Analysis of Brand Positioning (Consumers’ 104-110 Perspective) 4.12.1 Descriptive Statistics of the Factors of Brand 105 Positioning 4.12.2 Correlation Matrix 106 4.12.3 KMO and Bartlett’s Test for Factors of Brand 106-107 Positioning 4.12.4 Total Variance Explained by Factors of Brand 107-109 Positioning (Consumers’ Perspective) 4.12.5 Scree Plot for the Factors of Brand Positioning 109 4.12.6 Rotated Component Matrix 109-110 iii 4.13 Confirmatory Factor Analysis of Brand Positioning 111-114 (Consumers’ Perspective) 4.13.1 Metrics 111-112 4.13.2 Measurement Model for Factors of Brand Positioning 113 4.13.3 Validity and Reliability of the Factors of Brand 113-114 Positioning 4.14 Structural Equation Modelling on Both of the Constructs Brand 114-126 Positioning and Marketing Intelligence 4.14.1 Initial Measurement Model Fit and Modification 117 4.14.2 Testing the Default Model and Fit Indices 117-120 4.14.3 Composite Reliability and Discriminant Validity of the 120 Model 4.14.4 Path Analysis 120-122 4.14.5 Multicollinearity Test 123 4.14.6 Structural Model Estimates 124 4.14.7 Regression Weights 125 4.15 Evidence to Support Hypotheses of the Research 126 4.16 Conclusion 126 Chapter V: Findings and Discussions 127-135 5.1 Introduction 127 5.2 Findings and Discussions 127-129 5.3 Scale Formation for Brand Positioning and Marketing 129-131 Intelligence 5.4 Managerial Implications 132-134 5.5 Research Contribution 134-135 5.6 Conclusion 135 Chapter VI Conclusion & Future Scope 136-138 6.1 Conclusion 136-137 6.2 Limitations of the Research 137 6.3 Future Scope 137-138 References 139-164 Appendices 165-205 Appendix 1 Questionnaire for IT Professionals 165-166 iv Appendix 2 Questionnaire for Marketing Professionals 167-170 Appendix 3 Questionnaire for Consumers 171-176 Appendix 4 Profile of List of Consumer Durable Companies Considered 177-196 in the Research Table A: List of Companies along with their location and 193-196 products Appendix 5 Tables 197-203 Table 1: Descriptive Statistics of Factors of Marketing 197 Intelligence Table 2: Communalities of Items of Marketing Intelligence 197 Table 3: Descriptive Statistics of Factors of Brand Positioning 197 (Marketing Professionals’ Perspective) Table 4: Communalities of Items of Brand Positioning 198 Table 5: Communalities by Commuting (Factors of Brand 198 Positioning) Table 6: Component Matrix of Factors of Brand Positioning 199 (Marketing Professionals’ Perspective) Table 7: Descriptive Statistics of Products Considered in the 199 Research Table 8: Descriptive Statistics of Computed Variables of 200 Brand Positioning Table 9: Descriptive Statistics of the Items of the Factors of 200 Brand Positioning (Consumers’ Perspective) Table 10: Communalities of Variables of Brand Positioning 201 Table 11: Component Matrix of Factors of Brand Positioning 202 (Consumers’ Perspective) Figure 1: Frequency of Demand of Brands by Consumers 203 Appendix 6 List of Publications 204-205 v DECLARATION I hereby declare that the work presented in the thesis entitled “Role of Marketing Intelligence in Brand Positioning of Select Consumer Durables” for the award of degree of DOCTOR OF PHILOSOPHY submitted to Lalit Mohan Thapar School of Management, Thapar Institute of Engineering & Technology, Patiala, is an authenticate record of my own carried out under the supervision of Dr. Gurparkash Singh, Assistant Professor, L. M. Thapar School of Management, Thapar Institute of Engineering and Technology, Patiala and Dr. Harsh Vardhan Samalia, Associate Professor, Rajiv Gandhi Indian Institute of Management, Shillong. Any material previously published or written by another author or person in the text is well acknowledged and referenced in the thesis. (SUPREET KANWAL) Regn. No.: 951013012 vi CERTIFICATE This is to certify that the thesis entitled “Role of Marketing Intelligence in Brand Positioning of Select Consumer Durables” which is being submitted by Ms. Supreet Kanwal (Reg. No. 951013012), in fulfilment of the requirements for the award of the degree of DOCTOR OF PHILOSOPHY in MANAGEMENT at Lalit Mohan Thapar School of Management, Thapar Institute of Engineering and Technology, Patiala, Punjab, is a bona fide record of candidate’s original research work carried out by her under our supervision and guidance. To the best of our knowledge, the matter presented in this thesis has not been submitted to any other University or Institute for the award of any degree or diploma. Dr. Gurparkash Singh Dr. Harsh Vardhan Samalia Assistant Professor, Associate Professor, L. M. Thapar School of Management, Rajiv Gandhi Indian Institute Thapar Institute of Engineering & Technology of Management, Patiala, India Shillong (Meghalaya), India vii Acknowledgements “The depth and the willingness with which we serve is a direct reflection of our gratitude.” I am endeavouring to express my deep thanks to Almighty for always standing by me and for answering my sincere prayers and bestowing me with courage, commitment, contentment and satisfaction. I warmly acknowledge assorted contributions of my revered supervisors Dr. Gurparkash Singh, Assistant Professor, L. M. Thapar School of Management, Thapar Institute of Engineering and Technology, Patiala and Dr. Harsh Vardhan Samalia, Associate Professor, Rajiv Gandhi Indian Institute of Management, Shillong for their unflinching encouragement, meticulous care, kindness and generosity. As an embodiment of inspiration, knowledge and expertise, their inputs, guidance and support during the entire process of doctoral programme has encouraged me to complete this research work. I wish to place my indebtedness to them on record for being patient, supportive and understanding, during the entire course of my research.