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Pakistan's Beverages Industry in Focus

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Pakistan's Beverages Industry in Focus PAKISTAN’S BEVERAGES INDUSTRY IN FOCUS CONGRUENCE, SATISFACTION AND COMMITMENT WITH BRAND PERSONALITY LEADS TO ENHANCED BRAND LOYALTY Students of Methods of Business Research, Spring 2014 Program BACHELORS OF BUSINESS ADMINISTRATION Spring 2014 National University of Computer & Emerging Sciences Management Science Department, Karachi Campus This study is done by the students of fast university, Pakistan. 1. Zulqurnan [email protected] 2. Khurram Shahzad [email protected] 3. Hashim Iftikhar [email protected] 4. Kunal Kumar [email protected] 5. Faisal Shamim [email protected] 6. Zaib Un Nisa Murad [email protected] 7. Samiya Yousaf [email protected] 8. Naresh Lohana [email protected] 9. Mohsin Ahmed [email protected] 10. Asra Tariq [email protected] 11. Noman Ali [email protected] ii Acknowledgement Firstly, we would like to thank Allah, the merciful, for providing us the strength, courage, direction and skills to learn, acquire knowledge and the ability to accept and meet challenges. We would also like to express our sincere gratitude to Mr. Amir Adam for providing us his precious time, guidance and instructions. We are also thankful to our parents who accommodated us during those long hours of work in our project development. We hope the efforts that we have put in would be fruitful for the students to come in FAST after us. Once again we are thankful to all people who have been involved in this report directly or indirectly. iii Table of Contents Acknowledgement ............................................................................................. iii Executive Summary ........................................................................................ xvii Chapter 1: Introduction....................................................................................... 1 1.1 Background of Thesis: Area of Research ............................................................................................. 1 Pakistan Beverage Industry ................................................................................................................... 1 Coca Cola ............................................................................................................................................... 2 Pepsi Co ................................................................................................................................................. 2 Gourmet ................................................................................................................................................ 3 1.2 Problem Statement ............................................................................................................................. 4 1.3 Research Question .............................................................................................................................. 5 1.4 Objectives of the Study ....................................................................................................................... 6 1.4.1 Broad Objective of the Study ....................................................................................................... 6 1.4.2 Specific Objectives ....................................................................................................................... 7 1.5 Issues and Gap in Literature and the Study’s Significance .................................................................. 7 1.5.1 Issues and Gap in Literature......................................................................................................... 7 1.5.2 Significance of the Thesis ........................................................................................................... 10 1.6 Contribution of Thesis in Three Context ........................................................................................... 11 1.6.1 Contribution of the Thesis towards Theory and Literature ....................................................... 11 1.6.2 Contribution of Thesis in the Context of Research .................................................................... 11 1.6.3 Contribution of the Thesis in the Context of the Objective ....................................................... 13 1.7 Conceptual Definitions ...................................................................................................................... 14 1.7.1 Brand .......................................................................................................................................... 14 1.7.2 Congruence with Brand Personality .......................................................................................... 18 1.7.3 Satisfaction with the Brand Personality ..................................................................................... 20 1.7.4 Commitment with Brand Personality ........................................................................................ 21 1.7.5 Brand Personality ....................................................................................................................... 22 1.7.6 Brand Loyalty ............................................................................................................................. 23 1.8 Structure of the Thesis ...................................................................................................................... 24 Chapter 2:Literature Review ............................................................................. 25 2.1Introduction ....................................................................................................................................... 25 2.1.1Brand ........................................................................................................................................... 25 iv 2.1.2What is Brand? ............................................................................................................................ 25 2.1.3Formation of Brand ..................................................................................................................... 26 2.1.4 Branding ..................................................................................................................................... 27 2.1.5 Brand Identity ............................................................................................................................ 27 2.1.6 Brand Image ............................................................................................................................... 28 2.1.7 Brand Equity ............................................................................................................................... 28 2.2 Context of the Research .................................................................................................................... 29 2.2.1 Beverage Industry in Pakistan .................................................................................................... 31 2.2.2 Pepsi ........................................................................................................................................... 32 2.2.3 Coca-Cola ................................................................................................................................... 34 2.2.4 Gourmet: .................................................................................................................................... 36 2.3 Brand personality .............................................................................................................................. 40 2.3.1 Dimension of Brand Personality: ............................................................................................... 48 2.3.2 Concept of Brand Personality: ................................................................................................... 55 2.3.3 The Creation of Brand Personality ............................................................................................. 55 2.3.4 Importance of Brand Personality ............................................................................................... 56 2.3.5 Consequences of Brand Personality .......................................................................................... 58 2.3.6 Effect of Brand Personality on Consumer Brand Preferences: .................................................. 60 2.3.7 Brand Personality Affects Leads to High and Low Involvement Products: ................................ 61 2.3.8 Brand Personality’s Influence on the Purchase Intention: ........................................................ 63 2.3.9 Micro vs. Macro Approaches to Brand Personality ................................................................... 64 2.3.10 Brand Personality Scale ............................................................................................................ 68 2.3.11 Structure of the Brand Personality Measurement Scale ......................................................... 72 2.3.12 Brand Commitment: ................................................................................................................ 74 2.3.13Brand Attachment:.................................................................................................................... 75 2.3.14Brand Trust: .............................................................................................................................. 75 2.4 Studies on Congruence with Brand Personality ...............................................................................
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