116 Sampling method Convenient sampling method is applied as to obtain a

116 sampling method convenient sampling method is

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1.16 Sampling method Convenient sampling method is applied as to obtain a Representative sample. A survey was conducted vai a structured questionnaire. 1.17 Data collection and instrument/ measurement and instrument selection Instrument has validity been checked by SPSS V. 17 tools that is 0.751 which shows reliability and consistency in our questionnaire that means our social media advertisement on consumer purchasing intensions tools can be easily measured. We will use quantitative study for our research to determine cause and effect relationship between branding and consumer behavior so in terms of research design its causal study. Procedure includes data collection via a questionnaire survey over a week using a convenience sampling technique and responses would be analyzed via regression and correlation. It further includes interpretation of results and preparation of thesis report. 1.18 Variable In this study, following variables are taken that are tested with above mentioned scale: First Main variable: Branding (Independent) Second variable: Consumer Buying Behaviour (Dependent) The survey via questionnaire was done in larkana. This study includes seventeen questions , in which eleven questions are to scale independent and sex questions of dependent variable. 1.19 Variable measurement Operationalization of variables; branding and consumer buying behaviour is done to measurte it. Questions were asked and set on a 5-point likert scale. where (5) strongly disagree (4) disagree (3) neutral (2) agree (1) strongly agree. 1.20 Hypothesis testing For this study following hypothesis is made: H0: There is no relationship between Branding and Consumer Buying Behavior H1: There is a relationship between the branding and consumers' purchase intentions
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H2: There is sihnificat impact of branding over consumer buying behaviour H3: Brand Awareness, Brand Image and Emotional Exploiatation effect consumer buying beahvioir 1.21 Plan of analysis/ statistical tools Software employed Descriptive statistics is used for this reserach, frequency analysis is employed for checking student gender and age frequency among the selected program whether selected group of each group. Further correlation analysis are used to measure either there is positive or negative relationship between, social media advertisement and consumer purchasing intention. Finally regression analysis will be used to assess the what extent dependent variable effected by independent variable. IBM SPSS (version 17) was used to analyse results with little more help from Micrsoft Excel for graphs and shaping. 1.22 Research scheduled The schedule for this study is sixteen weeks only because as it is course (Business Research Method) based research and needs to be submitted to the supervisor by the end of the 6 th semester of BBA program. 2 Data analysis and interpretation 2.1 Reliability statistics Reliability Statistics Cronbach's Alpha N of Items .825 17 This study has analysed that reliability of Impact of Branding on consumer buying bhevaior (likert scale) for its internal consistency, where the table shows 0.825 Cronbach's Alpha that is acceptable.
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2.2 Frequency Table 2.2.1 Age of respondent Age Frequency Percent Valid Percent Cumulative
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  • Spring '16
  • Sir Abdul salam
  • Brand

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