Impact of Advertisement, Brand Image, Brand Extension and After Sales Service on the Purchase Intention of Paint Industry of Pakistan

Abstract

This study has focused mainly on identifying the impact of advertisement, brand extension, brand image and after sales service on the purchase intention in the paint industry of Pakistan. In this study advertisement, brand extension, brand image and after sales service are used as independent variables. Meanwhile, purchase intention is considered as the dependent variable. However, paint industry of Pakistan is the industry chosen for this study, as customers associated with paint industry of Pakistan are finalized for data collection. Research instrument used within this study for the collection of data from respondents is the structured questionnaire adopted from previous research studies. Statistical tests (correlation and regression analysis) are used primarily to identify the relationship between variables of this study. With the help of SPSS software, results drawn through statistical tests (correlation and regression analysis) have shown that there exists a significant relationship between advertisement, brand extension, brand image, after sales service (Independent variables) and purchase intention (dependent variable) in the paint industry of Pakistan. The recommendations present at the end of my study can help paint manufacturers of Pakistan to implement effective marketing strategies