BS Thesis/ Reports 2023

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Browsing BS Thesis/ Reports 2023 by Author "AREESHA RAWEEN"

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    FACTORS AFFECTING CONSUMER PURCHASE INTENTION: A CASE STUDY OF METRO SHOES
    (DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE,, 2023-05-17) AREESHA RAWEEN
    This study was conducted to examine the impact of social media advertising upon customer purchase intention, given the involvement of brand preference and brand image as the mediators. The technique used for the study was convenience sampling. This research was carried out with the goal of gathering data and analyzing information in order to determine the causes of a decline in the purchase intention of consumers of Metro Shoes Pakistan. The inquisition explores a relationship between the study variables and their influence on the Metro Shoes Pakistan and how these variables affected the overall image of the brand associated with the social media advertising. Customer purchase intention is the key to promote a long-term business success which helps to keep customers and collect customer lifetime value. It is important to determine purchase intention because it is hard to assess customers’ expectations. The intention behind the study caters to the greater impact of social media marketing on the customers. The data collection method was constituted through an online survey questionnaire (response rate is 90.9%). This research study used descriptive research that employed quantitative data for analysis. The target population were those customers who have connected with and visited the web-based media platforms of Metro Shoes in Pakistan. The collected data was tested with the use of SPSS. Cronbach’s alpha was used to check the reliability among items of the scale variables used in the study. The findings showed that all the hypotheses are supported. The results of the sequential mediation analysis and previous research support that enhanced social media advertising positively impacts customer purchase intention and brand preference and brand image have a considerably positive impact on customer purchase intention. At the end results identified that all factors were significant towards consumers purchase intention. Research discovers a strongly positive and significant relationship between the variables that are social media advertising, brand preference, brand image and customer purchase intention in the targeted sample of customers. The results also present the presence of significant and positive sequential mediation. There is also a discussion of the theoretical and practical implications. The study concludes with limitations and future directions along with recommendations. Moreover, this research will help the brand under study to engage in enhancing their social media advertising to become the ultimate choice of preference of consumers.