RESEARCH OVERVIEW
Introduction
H2: There is a significant relationship between country of origin and brand loyalty to the global brand perception of Malaysia in home appliances. There is a significant relationship between country of origin and value perception relative to Malaysia's global brand perception in home appliances. There is no significant relationship between country of origin and brand loyalty relative to Malaysia's global brand perception in home appliances.
There is a significant relationship between brand positioning and value perception in relation to Malaysian global brand perception in home appliances. There is a significant relationship between brand positioning and brand loyalty towards Malaysian global brand perception in home appliances.
Research Background
Problem Statement
Malaysian consumers in home appliance markets suffer when choosing home appliances between local or global brands. There are only few researches on the evaluation of determinants such as country of origin, quality perception, brand positioning and brand reputation that affect the global perception of a Malaysian brand in the home appliance industry. Therefore, the purpose of this research is an in-depth investigation into what factors influence the global perception of Malaysian brands in the home appliance industry.
The research problem is to study whether the determinants will have a significant impact on the perception of Malaysia's global brand in the home appliance industry positively or negatively. Thus, an in-depth study of the determinants of Malaysia's global brand perception in the home appliance industry is vital for home appliances to best drive their brand image.
Research Objectives
- General Objectives
- Specific Objectives
Research Question
H1: There is a significant relationship between country of origin and value perception towards Malaysian Global Branding Perception in Home Appliances. H0: There is no relationship between country of origin and brand loyalty towards Malaysia's global brand perception in home appliances. There is a significant relationship between firm reputation and brand loyalty towards Malaysian global brand perception in home appliances.
These four factors do not fully represent all the factors that this study did not include that affect Malaysia's global brand perception in the home appliance industry. We are working on our final year research project on "The Determinants on Malaysian's Global Branding Perception in Home Appliance Industry".
Hypothesis of the Study
Significance of Study
Chapter Layout
Conclusion
This chapter mainly discussed the research background, problem statement and research objectives of the study. The objectives of the research are to produce results that can be useful and able to be developed further by other researchers.
LITERATURE REVIEW
Introduction
Review of Literature
- Country of Origin (COO)
- Quality Perception
- Brand Positioning
- Firm Reputation
- Value Perception
- Brand Loyalty
Review of the relevant Theoretical Framework
Proposed Theoretical Framework
Hypothesis Development
- The Relationship between Country of Origin and
- The Relationship between Country of Origin and
- The Relationship between Quality Perception and
- The Relationship between Quality Perception and
- The Relationship between Brand Positioning and
- The Relationship between Brand Positioning and
- The Relationship between Firm Reputation and
Conclusion
METHODOLOGY
Introduction
Research Design
- Quantitative Research
Data Collection Method
- Primary Data
- Secondary Data
Sampling Design
- Target Population
- Sampling Frame and Sampling Location
- Sampling Elements
- Sample Technique
- Sample Size
Research Instrument
- Questionnaire Design
Construct Measurement
- Origin of Construct
- Scale Management
- Normal Scale
- Ordinal Scale
- Likert Scale
Data Processing
- Questionnaire Checking
- Data Editing
- Data Coding
- Data Transcribing
- Data Cleaning
Data Analysis
- Descriptive Statistics
- Scale Measurement
- Reliability Test
Inferential Analysis
- Pearson Correlation Coefficient Analysis
- Multiple Regression Analysis
Conclusion
DATA ANALYSIS
Introduction
This chapter performed descriptive analysis and inferential analysis was based on the data collected in the questionnaire through evaluation and analysis. Our research had collected the result of 200 respondents and analyzed them using SPSS Version 21.0 The result will be analyzed and divided into multiple methods which are presented in this chapter.
Respondents Demographic Profile
- Gentle
- Age
- Status
- Ethnic
- Income
- Academic Qualification
- Profession
- Frequency to purchase global brand home
- Using global brand home appliances
- Preference
- Criteria for global brand home appliances
This is followed by respondents aged under the categories of 25-34 years which comprised about 5.00% or 10 respondents. Respondents who are under 44 years old or more than 35 years old occupied 2.5% or 5 respondents. This is followed by SPM/O level respondents which comprised about 13.5% or 27 respondents out of 200 respondents and STPM/A level respondents constituted 7.0% of the total respondents or 14 respondents.
The student respondents consist of 89% or 178 respondents, while the executive respondents consist of 3.5% or 7 respondents. Also, business owner and professional respondent are 2% or 4 respondents while others are 1% or 2 respondents of the total respondent. It shows that 24% or 48 respondents have never purchased global brand appliances within the past 12 months, while 56.5% or 113 respondents have purchased global brand appliances 1-2 times.
Also, 15.5% or 31 respondents have purchased appliances from a global brand 3-4 times in the last 12 times, while 3% or 6 respondents have purchased global home appliance 5-6 times. Finally, only 1% or 2 respondents have purchased worldwide home appliances more than 6 times in the past 12 months. The respondents consist of 91% or 182 respondents who have used worldwide home appliances, but the respondents consist of 9% or 18 respondents who have not used worldwide home appliances.
Preferred respondents consist of 82% or 164 respondents prefer more global brand home appliances while respondents consist of 18%. Respondents choosing quality performance had the highest percentage among the 200 respondents accounting for about 73% or 146 respondents. This is followed by respondents choosing price comparison which accounted for about 20% or 40 respondents out of 200 respondents.
Scale Measurement
- Reliability Test for Actual Research
Descriptive Statistic
Inferential Analysis
- Pearson Correlation Analysis
- Multiple Regressions Analysis Table
H0: There is no relationship between country of origin and perceived value of Malaysian global brand awareness in home appliances. H3: There is a significant relationship between quality perception and value perception on Malaysian global brand perception in home appliances. There is a significant relationship between perceived quality and perceived value of Malaysia's global brand perception in home appliances.
H4: There is a significant relationship between quality perception and brand loyalty towards Malaysian Global Branding Perception in Home Appliances. H0: There is no relationship between brand positioning and value perception towards Malaysian Global Branding Perception in Home Appliances. H5: There is significant relationship brand positioning and value perception towards Malaysian global brand perception in home appliances.
H0: There is no relationship between brand positioning and brand loyalty on Malaysian global brand perception in home appliances. H6: There is a significant relationship between brand positioning and brand loyalty on Malaysian global brand perception in home appliances. H0: There is no relationship between corporate reputation and perceived value of Malaysian global brand perception in home appliances.
H7: There is a significant relationship between firm reputation and value perception towards Malaysia's global brand perception in home appliances. There is a significant relationship between firm reputation and value perception towards Malaysian Global Branding Perception in Home Appliances. H8: There is a significant relationship between firm reputation and brand loyalty towards Malaysian global brand perception in home appliances.
Hypothesis Testing
- Country of Origin
- Quality Perception
- Brand Positioning
- Firm Reputation
DICUSSION, CONCLUSION AND
Introduction
Summary of Statistical Analysis of Research
- Descriptive Analysis
- Research Respondent’s Demographic
- Scale Measurement of Research
- Test of Reliability
- Inferential Analyses of research
- Pearson Correlation Coefficient …
- Multiple Regression Analysis
This is because the customer will have a value perception of what can be delivered by country of origin of world brand home appliances. Today, many countries of origin will have certain advanced technological knowledge in the production of world brand home appliances. The customer will prefer high quality world brand home appliances and they will be able to provide an aspect of quality products of great value to them.
Therefore, the value of home appliances of global brands can be shaped by customer quality perception. Home appliances of a global brand must have a good brand positioning, as it will affect the perception of customer value. Home appliances from global brands should be positioned carefully as it will affect brand loyalty.
In our research, we found that value perception and brand loyalty shape the perception of Malaysians in home appliances of global brands. In the context of value perception, there are 4 contributors that will influence the user to use global home appliance brand products, namely country of origin, quality perception, brand positioning and solid reputation. Manager can move to another country of origin which has more advanced technology in producing world brand household appliances.
The country that has more advanced technology can develop more functions in the global brand home appliances or modify the current global brand home appliances to fit Malaysia's value perception. ISO is a standard of assurance that the production of global branded home appliances will be monitored and conform to Malaysia's perception of value. In addition, the firm should produce global brand home appliances in a suitable performance because it will affect the perception of stakeholders.
In the context of brand loyalty, there are 2 factors that will influence the user to use global brand home appliance products, namely brand positioning and solid reputation. Our findings show that the Malaysian factors of country of origin, quality perception, brand position and firm reputation are significantly related to value perception and brand loyalty in the global home appliance industry.
Discussion of Major Findings
Implication of the Research Study
Limitation
According to (Choy, 2014), quantitative data can fail due to not being able to provide in-depth explanation of the respondents. Thus, with the fact that the underlying insight is not sufficiently given, the research cannot explore the deeper understanding of the Malaysian respondent's preference. Second, our research only focused on the relationships between four IVs (country of origin, perceived value, brand positioning and firm reputation) and 2 DVs (value perception and brand positioning) towards Malaysia's global brand perception in home appliance industry.
Other factors such as previous brand experience, customer satisfaction and cultural background of the respondents should be considered. Finally, the sample size of this study is about 200 respondents who were gathered in the Klang Valley. Thus, the results cannot conclude the global brand perception of the general Malaysian population towards the home appliance industry.
The result of 200 research respondents is considered small and the information may be insufficient to show an accurate picture of global brand perception among the Malaysian population towards the home appliance industry.
Recommendation in Future Study
Conclusion
Retrieved from https://www.researchgate.net/publication/278677913_A_Review_on_Cust omer_Perceived_Value_and_Its_Main_Components. THE IMPACT OF CUSTOMER SATISFACTION ON BRAND LOYALTY: AN EMPIRICAL ANALYSIS OF HOME APPLIANCES IN PAKISTAN. Retrieved from http://www.eajournals.org/wp- content/uploads/Impact-of-Customer-Satisfaction-on-Brand-Loyalty- An.pdf.
Hentet fra https://www.academia.edu/23146055/A_positioning_typology_of_consum ers_perceptions_of_the_benefits_offered_by_successful_service_brands Burton, J., & Easingwood, C. Hentet fra 8 Ways Mediaways: https://www.en-8.a. Hentet fra https://www.researchgate.net/publication/235323407_Consumer_culture_b rand_positioning_strategies_An_experimental_investigation.
Retrieved from Statistics Portal: https://www.statista.com/outlook/256/122/household- appliances/malaysia#market-age. Retrieved from https://www.researchgate.net/publication/235273133_Developing_the_val ue_perception_of_the_business_customer_through_service_modularity Riley, F. Our objective of this survey is to understand the relationship between 4 variables and global brand perception of home appliances.
My preferences for the selection of home appliances are influenced by the place of production.
