The impact of trade branding on consumer purchase intention

تاریخ : اگست ۲۰۱٦ - جون ۲۰۱۷

Sabiha Anees official distributor of happy cow cheese in Pakistan identified the problem of decrease in sales due to insufficient marketing specially trade branding. So, the project intends to investigate the impact of trade branding on consumer purchase intention. In this regard, we collected data from consumer‘s visiting hyper-markets. Results showed that there is a significant impact of trade branding on consumer purchase intention. On the basis of result we recommended a comprehensive marketing plan and innovative strategies to improve and enhance their sales. Our objective is to examine the impact of celebrity endorsement, lightening, horizontal merchandizing, store brands, sales promotion, in-store digital signage, emotional appeal on consumer purchase intention. For this purpose we conducted research through focus group and questionnaires. And in order to analyze the data we used statistical Package for the Social Sciences (SPSS). After analysis we concluded that sales promotion, impact of lightening, store brand, digital signage and horizontal merchandising has positive impact on purchase intention and celebrity endorsement has a negative relation with purchase intention. However, sales promotion, impact of lightening and horizontal merchandising has positive and stronger impact on purchase intention.