Customer Brand Identification (CBI) as a Sustainable Competitive Advantage

A CASE STUDY OF GSK

RASHAD ALI
 Executive Summary
This study describes the impact of brands association to customers’ preferences and demands.
Branding is an important part for the organizational success and higher the CBI, the more are the
chances that the company would survive for long time. A brand is a promise, and everyone who
is buying a brand has an idea in the mind, what he is purchasing. A brand is a combination of
logo, words, designs, fonts, colours, price and services. It takes a huge time in order to build a
brand to earn money on it. The study is particularly related to GlaxoSmithKline (GSK) to
determine CBI as a competitive advantage. The major studies objectives are:

 Evaluating the relationship between customer brand identification and purchase intention
in case of health products.
 Analysing the relationship between perceived value and purchase intention in case of
health products.
 Evaluating the impact of CBI on perceived value in case of GSK
 Recommending GSK to improve CBI in order to achieve competitive advantage.

The literature framework is based on Customer-Brand Relationship as well as control variables

and their impact on brand switching. Customer brand relationship would be consisted of CBI
saliency as well as perceived values. On the other side, control variables are based on innovation,
social factors, age/ gender, economic and procedural factors. These all factors have been
observed in order to determine their impact upon the brand switching or brand loyalty.

The researcher has focused upon the customers of GSK in order to determine, whether they are
satisfied from the GSK products or not. The population size is related to GSK consumers and
pharmacists, while the sample size is taken as customers (80 consumers and 20 pharmacists),
who will describe their experience with the organizational products. Consumers are those
customers, who have to use the products of GSK as prescribed by doctors; and pharmacists are
those consumers, who purchase the products to keep in their medical stores to sell the
consumers. The sample size has been selected on conventional basis and researcher has avoided
too small and too large sample sizes in order to present real information about the results
collected.

1
The deductive approach focuses on the observation in the initial stage; in this way, hypotheses
are developed and conducted. In deductive approach, the flow focuses on top to bottom. The
researcher focuses on the marketing strategies, which are effective to bring customer brand
identification. The deductive approach is opposite to inductive approach, which focuses on
bottom to top. The link between CBI and purchase intention over the organizational performance
is discussed.

34% of the consumers have said that the product perfectly meets their demands. However, other
consumers were not satisfied from organizational products, and they said that they will switch to
the products, if they are unable to satisfy their needs. From our research, 43% of the consumers
have said that they only use GSK in order to meet the health standards. However, other
consumers have said that they are not completely satisfied from organizational products, as the
company is not effective to maintain quality products. This is the reason they switch to other
products. 83% of the pharmacists have said that they prefer GSK in their stores, because, doctors
usually prescribe GSK products, so they have to focus on these products to improve the
performance.

It is recommended to the company to build trust with customers. The trust is the major factor to
be considered while doing marketing and gives a greater value to customers. For this purpose,
the company has to provide memorable experience to the customers. There is need to avoid
performance appraisal errors in order to motivate the employees toward quality. Performance
appraisal process is standardized it should be related with the job. The company should use
visual devices to create remarkable identity. For this purpose, the company can attribute logos,
colours and shapes so that it can be easily understandable to the customers. The company can go
for affinity marketing, where the long lasting relationship with other brands or events can be
built in order to build strong customer relationships. Brand endorsement also plays an important
role for the company to attract more customers. For this purpose, the company can endorse the
products to the favourite celebrities of the customers, so that, the customers can be attracted
toward products.

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Table of Contents

Executive Summary.........................................................................................................................1
Chapter 1: Introduction....................................................................................................................5
1.1 Introduction:..........................................................................................................................5
1.2 Background of the Study:......................................................................................................7
1.3 Problem Statement:................................................................................................................8
1.4 Study Objectives:...................................................................................................................8
1.5 About GSK:...........................................................................................................................8
1.6 Research Methodology:.........................................................................................................9
1.7 Study Outline:........................................................................................................................9
Chapter 2: Literature Review.........................................................................................................10
2.1 Social Identity Theory:........................................................................................................10
2.2 Brand Identification:............................................................................................................10
2.3 Impact of Social Activities on Brand Selection:..................................................................11
2.4 Social Disposition Theory:..................................................................................................12
2.5 Importance of Brand-Customer Relationship:.....................................................................12
2.6 How to Offer Quality Products:...........................................................................................13
2.7 Literature Framework..........................................................................................................15
Chapter 3: Research Methodology................................................................................................17
3.1 Introduction..........................................................................................................................17
3.2 Research Philosophy and Approaches.................................................................................18
3.2.1 Ontology.......................................................................................................................18
3.2.2 Epistemology................................................................................................................18
3.3 Research Paradigms.............................................................................................................19
3.3.1 Positivist Approach.......................................................................................................19
3.3.2 Interpretivism................................................................................................................19
3.4 Deductive Method...............................................................................................................19
3.5 Qualitative and Quantitative Data.......................................................................................20
3.6 Bias......................................................................................................................................21
3.7 Rejects..................................................................................................................................21
3.8 Target Population and Sample.............................................................................................21
3.9 Questionnaire design...........................................................................................................22

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 3.10 Pilot Testing.......................................................................................................................22
3.11 Non-probability Sample selection.....................................................................................22
3.12 Interviews..........................................................................................................................23
3.13 Data Processing and analysis.............................................................................................23
3.14 Data Collection Methods...................................................................................................23
3.15 Ethical Consideration.........................................................................................................24
3.16 Limitations of the Study....................................................................................................24
3.17 Chapter Summary..............................................................................................................24
Chapter 4: Data Discussion and Analysis......................................................................................26
4.1 Introduction:........................................................................................................................26
4.2 Demographic Factors of Customers (Consumers, Pharmacists):........................................26
4.3 Questionnaire Analysis of Consumers:...............................................................................29
4.3 Questionnaire Analysis from Pharmacist............................................................................40
4.4 Interview Analysis:..............................................................................................................45
4.5 Data Discussion:..................................................................................................................47
Chapter 5: Conclusion and Recommendations..............................................................................51
5.1 Conclusion...........................................................................................................................51
Objective 1: Evaluating the relationship between customer brand identification and
purchase intention in case of health products........................................................................51
Objective 2: Analysing the relationship between perceived value and purchase intention in
case of health products...........................................................................................................52
Objective 3: Evaluating the impact of CBI on perceived value in case of GSK...................53
Objective 4: Recommending GSK to improve CBI in order to achieve competitive
advantage...............................................................................................................................53
5.3 Need for Future Research:...................................................................................................54
References......................................................................................................................................55
Appendix........................................................................................................................................59
Appendix 1: Interview Questionnaire and Answers from Marketing Manager........................59
Appendix 2: Questionnaire from Consumers............................................................................61
Appendix 3: Questionnaire from Pharmacists...........................................................................64

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Customer Brand Identification (CBI) as a Sustainable Competitive
Advantage: A Case Study of GlaxoSmithKline (GSK)

Chapter 1: Introduction
1.1 Introduction:

Building strong and healthy relationships with customers is now a top priority of the
organizations. Understanding customer behaviour comes from customer socio cultural context. It
is not surprising that customer retention has a bigger impact upon organizational profitability as
well as customer acquisition (Aboulnasr, 2008). The companies build the client relationship
through brands as well as value creation. Branding is now top priority of the management since
last decade. The inter-relationship between perceived value and brand loyalty share figure
predominantly (Ahearne, 2005). Consumer satisfaction is mainly related to loyalty, as it is
believed that satisfaction is not enough. In this way, researchers describe that perceived value is
known as an assessment of the product utility based on customers’ perception. These values have
produced mix results for largely ignored customer behaviour rather than purchase intention
(Arnett, 2003).

CBI is quite different from its antecedent approach related to brand. CBI demonstrates and
apprehends the idea of psychological unity in a way that brand turns into an essential element of
the self. The combination of brand and the self form it a sticky preference, which is not just
about financial profit but its also more durable and propelling. As a result, it is observed that
comparative to apparent value, CBI should be more exceptionally predictive of client reaction
under unusual circumstances, for example, brand misbehavior. From a tactical perspective, CBI
may gain a reasonable competitive advantage because of its worth, exceptionality,
incomparability, and its non-replaceability (Bendapudi, 1997).

From the above arguments, this study looks for the explanations for few important inquiries:

 How solid is the predictive legitimacy of CBI in respect to that of apparent value in
clarifying client reactions under usual and unusual scenarios?
 What is the practical form of the connection between CBI and these practices; is this
practical form the same over these results; and how can it contrast from that displayed by

5
 apparent value?
 What is the way of the directing impacts of literary introductions on the connections
between CBI and apparent value and these client behaviors?

The explanations for these inquiries not just enhance the constrained understanding of the virtual
significance of customer-brand connection but it does also expand theoretical structure that is
common among different cultures in this globalized world. The report also describes about the
CBI other than marketing context (Bergami, 2000).

Understanding customer conduct originates from customer socio social connection. It is not
astounding that customer maintenance has a greater effect upon organizational gainfulness and
also customer obtaining. The organizations fabricate the customer relationship through brands
and value creation. Branding is presently beat necessity of the administration since a decade ago.
The relationship between perceived value and brand unwaveringness portion figure
overwhelmingly (Pullman, 2004). Buyer satisfaction is essentially identified with
unwaveringness, as it is accepted that satisfaction is insufficient. However, researchers depict
that perceived value is regarded as an evaluation of the item utility dependent upon customers'
recognition. These values have generated blend results for generally overlooked customer
conduct instead of procurement proposition (Nandan, 2005).

Although clients are normally not official part of companies, but they may have self-descriptive
requirements mostly filled by their favorite companies, and in this manner they can relate to a
company. Let’s elaborate this logic further, in connection with brands, clients may additionally
relate to brands as brands describe the abstract actualization which might be related to
impersonal organizational existence (Dodds, 1991).

By the connections of companies or social groups, Individuals can describe their self-ideas.
Taking into account social identity assumptions, administration analysts create the idea of
organizational identification, which is described as the degree to which members of an
organization characterized themselves as far as the unity with that organization is concerned. A
specific identity of an organization also offers identifiers a feeling of continuous progression
(Henry, 1999). Those individuals who recognize firmly with specific organizations would love to
participate in identity congruent conduct, described as conduct which is steady with the standards
and estimations of identity to attest and to endorse the identity. These may comprise of better

6
execution of their role, accepting the ethics of organization, and additional role conduct, for
example, co-operating other members of organization willingly in order to achieve goals of an
organization (Hombur, 2005).

Overall satisfaction also increases willingness to pay more for the products. On the other hand,
perceived values of the costs and benefits put a psychological impact on customers. This might
considered a combination of utilitarian as well as symbolic exchanges. On the other hand,
interpersonal relationships may observe various ups and downs particularly in abnormal
conditions, i.e. industry crises, product recalls and disruptive innovations (Ashforth, 2001). In the
study, the researcher will focus upon the importance of value of customer brand identification in
order to predict customer behaviour and abnormal conditions in any organizational setting
(Bagozzi, 2000). Building solid and sound relationships with customers is currently a top
necessity of the organizations.

1.2 Background of the Study:

Understanding customer conduct originates from customer socio social connection. It is not
astounding that customer maintenance has a greater effect upon organizational gainfulness and
also customer obtaining. The organizations fabricate the customer relationship through brands
and value creation. Branding is presently beat necessity of the administration since a decade ago.
The relationship between perceived value and brand unwaveringness portion figure
overwhelmingly (Pullman, 2004). Buyer satisfaction is essentially identified with
unwaveringness, as it is accepted that satisfaction is insufficient. However, researchers depict
that perceived value is regarded as an evaluation of the item utility dependent upon customers'
recognition. These values have generated blend results for generally overlooked customer
conduct instead of procurement proposition (Nandan, 2005).

If the companies focus upon the brand sustainability as a competitive advantage, it would be able
to attract more customers. However, it has been observed that the organizations with a focus on
profitability, not on the quality are able to receive money and profit in the short run. Branding is
an important part for the organizational success and higher the CBI, the more are the chances
that the company would survive for long time. A brand is a promise, and everyone who is buying
a brand has an idea in the mind, what he is purchasing. A brand is a combination of logo, words,
designs, fonts, colours, price and services. It takes a huge time in order to build a brand to earn

7
money on it (Moore, 2002). The study is particularly related to GlaxoSmithKline (GSK) to
determine CBI as a competitive advantage.

1.3 Problem Statement:

Customer satisfaction expands ability to pay more for the items. Perceived values of the costs
and benefits put a mental effect on customers. This may recognized a synthesis of utilitarian and
in addition typical trades. Then again, interpersonal relationships may watch different good and
bad times especially in abnormal conditions, i.e. industry emergencies, item reviews and
disruptive enhancements. In the study, the researcher will focus upon the essentialness of value
of customer brand distinguishing proof with a specific end goal to foresee customer conduct and
abnormal conditions in any organizational setting. Assuming that we draw from social
personality hypothesis, it is watched that customers are acknowledged formal parts of
organizations (Edward, 1990). The major problem statement for the study is:

“Customer brand identification (CBI) provides a competitive advantage to the companies.”

1.4 Study Objectives:

The major studies objectives are:

 Evaluating the relationship between customer brand identification and purchase intention
in case of health products.
 Analysing the relationship between perceived value and purchase intention in case of
health products.
 Evaluating the impact of CBI on perceived value in case of GSK
 Recommending GSK to improve CBI in order to achieve competitive advantage.

1.5 About GSK:

GSK is a British Multinational Company, which was formed in year 1880 in order to provide
healthcare products to the customers. The headquarter of the company is situated in Branford,
London and company is listed in London Stock Exchange FTSE 100 index. The company
manufactures drugs and vaccines under ISO 9000:2008 rules and regulations. The company has
discovered many medicines, which have been sold as genetics. It has its roots in more than 160
countries with more than 20,000 employees worldwide (www.gsk.com).

8
1.6 Research Methodology:

The research approach focuses on Positive cosmology concentrates on single, target actuality to
research addresses notwithstanding their conviction to the research. Thus, positivist researchers
concentrate on controlled approach by receiving research point, research addresses and in
addition speculations advancement and concentrating on suitable research approaches. This
methodology concentrates on genuine and exact components and concentrates on perception on
authoritative execution, when there is customer brand recognizable proof. The other part would
concentrating on customers' satisfaction at the organization chose for the research reason. The
researcher focused upon this methodology to keep away from biasness (Tsai, 2005).

The data has been gathered from primary results. The essential data has been gathered through
crisp and applicable data from customers and phamacists with the assistance of questionnaire and
interview approach. This would be useful to addition a learning about specific association
specifically district. For instance, for our situation study, we focused upon GSK and its
customers, so the result will depend upon these variables. Secondary data is the data which is as
of now accessible in electronic or printed structure composed by different researchers. For
secondary data, a focus has been made on electronic or video recording. The secondary data is
identified with CBI and its impact on purchasers' buy aim. The researcher has downloaded
different addresses and study structures to accumulate secondary data. The secondary data has
been gathered through online web journals, books, diaries, magazines and dialog bunches
(Johnson, 2006).

1.7 Study Outline:

The study is based on five major chapters. Chapter 1 describes the aims and objectives of the
study. It will describe the basic reasons behind conducting the study. Chapter 2 describes the
literature review and ideas presented by other authors in this context. After reviewing other
authors, study gap has been found to conduct the study in a relevant field. Chapter 3 describes
the research approaches used in the study, for this purpose, we have selected a sample of 100
customers, 20 pharmacists and 1 manager to respond against the questions asked. Chapter 4
analyzes the data collected as well as marketing manager of GSK to reveal the facts about GSK.
In chapter 5, we have driven the conclusion and recommendations have been given accordingly.

9
 Chapter 2: Literature Review
2.1 Social Identity Theory:

If we draw from social identity theory, it is observed that customers are considered formal
members of companies. If this logic is extending, customer might have identification with
brands, as these brands focus upon the actualization. Social identity theory describes that
individuals might have self concepts related to the connection with organizations. Individuals
who focus upon organizations activities also focus upon identity-congruent behaviour to firm and
promote the identity (Nandan, 2005). This might focus upon embracing organizational values
and behaviour in order to achieve organizational goals. Marketing research focuses on various
brand communities in order to extol the beloved brands and other identifiers. Marketing research
focuses upon the members of brand communities and the focus is put on collective self or any
public self (Pullman, 2004).

2.2 Brand Identification:

If this rationale expands, customer may have recognizable proof with brands, as these brands
focus upon the realization. Social character hypothesis depicts that people may have self ideas
identified with the association with organizations (Rust, 2004). People who focus upon
organizations exercises additionally focus upon personality harmonious conduct to firm and
advertise the character. This may focus after grasping organizational values and conduct with a
specific end goal to accomplish organizational objectives. Marketing research monitors different
brand groups with a specific end goal to praise the adored brands and different identifiers.
Marketing research focuses upon the parts of brand groups and the focus is put on group self or
any open self (Szymanski, 2001).

CBI is positively not the same as its indication procedure related to brand. CBI shows and gets
the possibility of mental solidarity in a way that brand changes into a critical part of the self. The
combo of brand and the self structure it a sticky slant, which is about monetary profit and
additionally more robust and moving. In this manner, it is viewed that with respect to clear
regard, CBI should be more especially judicious of client reaction under astounding
circumstances and brand identification. From a vital perspective, CBI may get a sensible

10
inclination due to its esteem, exceptionality, uniqueness, and its non-supplant capability
(Bendapudi, 1997).

2.3 Impact of Social Activities on Brand Selection:

Personality hypothesis essentially monitors social activities in different social setting. Character
hypothesis focuses upon singular's conduct and additionally private self. Social personality
hypothesis develops in the brain research and humanism field. In relationship marketing, the
organizations focus upon customer-organization relationship; hence, these all variables are
imperative for the organizations further bolstering addition good fortune. Keeping in mind the
end goal further bolstering increase good fortune, the organization monitors customer brand
relationship, brand switching and control variables (Moore, 2002).

Identity theory mainly focuses on social roles in various social setting. Identity theory mainly
focuses upon individual’s behaviour as well as private self. Social identity theory mainly evolves
in the psychology as well as sociology field. In relationship marketing, the companies focus upon
customer-company relationship; hence, these all factors are important for the organizations to
gain competitive advantage (Rust, 2004). Most of the organizations focus upon the consumers’
perception toward the brand, so that they might gain competitive advantage. In order to gain
competitive advantage, the company focuses on customer brand relationship, brand switching
and control variables (Tsai, 2005).

The rating is focuses around employee's performance, so remedial moves should be made
according to their performance. Through this, examination managers will acknowledge what sort
of planning, aptitudes employees needed to overhaul their capabilities. It is vital to upgrade
affiliation benefit, to improve employee's capacities. A few evaluators will evaluate it wrongly in
light of their own venture (Yang, 2004). Performance evaluation helps both the affiliation and its
employee to fabricate profit, targets. It is an instrument to motivate employees and awaken them
to work harder. The clarification for these solicitation not just update the obliged understanding
of the virtual significance of client brand affiliation yet it does also extend speculative structure
that is fundamental among different social orders in this globalized world. The report moreover
depicts about the CBI other than advertising association (Johnson, 2004).

11
Regardless of the way that clients are customarily not official some bit of organizations, on the
other hand they may have self-unmistakable requirements for the most part filled by their most
cherished organizations, and thusly they can relate to an organization. We should ostentatious
this reason further, in regards to brands, clients may additionally relate to brands as brands depict
the element consummation, which may be related to indifferent organizational vicinity. By the
relationship of organizations or social get-togethers, Individuals can delineate their ponderings
toward oneself (Rust, 2004).

2.4 Social Disposition Theory:

If we draw from social disposition theory, it is viewed that customers are recognized formal parts
of organizations. On the off chance that this basis is widening, customer may have unmistakable
confirmation with brands, as these brands focus upon the acknowledgment. Social character
theory portrays that individuals may have self-plans related to the companionship with
organizations (Vazquez-Carrasco, 2006). Individuals who focus upon organizations practices
moreover focus upon disposition amicable behaviour to firm and promote the character. This
may focus in the wake of getting a handle on organizational values and behaviour with a
particular deciding objective to achieve organizational targets. Marketing research watches
distinctive brand bunches with a particular final objective to acclaim the revered brands and
diverse identifiers. Marketing research focuses upon the parts of brand gatherings and the focal
point is put on gathering self or any open self (Yan, 2004).

Disposition speculation observes social parts in distinctive social setting. Character speculation
essentially focuses upon solitary's behaviour and furthermore private self. Social identity theory
essentially creates in the cerebrum research and humanism field (Moore, 2002). In relationship
marketing, the organizations focus upon customer-organization relationship; hence, these all
variables are basic for the organizations further supporting expansion favourable luck.
Remembering the final objective further supporting build favourable luck, the organization
watches customer brand relationship, brand switching and control variables (Rust, 2004).

2.5 Importance of Brand-Customer Relationship:

Building robust and sound relationships with customers is right now a top need of the
organizations. Understanding customer behaviour starts from customer socio social association.

12
It is not astonishing that customer upkeep has a more amazing impact upon organizational profit
and likewise customer getting. The organizations manufacture the customer relationship through
brands and value creation. Branding is without further ado beat need of the organization since a
decade back. The between relationship between perceived value and brand endurance share
figure overwhelmingly. Purchaser satisfaction is basically related to resolve, as it is
acknowledged that satisfaction is lacking. These values have created mix results for the most part
ignored customer direct rather than acquisition suggestion (Moore, 2002).

Considering social identity suspicions, organization inspectors make the prospect of

organizational identification, which is described as the degree to which parts of an organization
depicted themselves the degree that the solidarity with that organization is concerned. A specific
character of an organization similarly offers identifiers a slant of perpetual development (Keller,
2006). Those individuals who see undauntedly with specific organizations would love to join in
identity good conduct, portrayed as conduct, which is enduring with the models and estimations
of character to endure witness to and to help the character. These may include better execution of
their part, enduring the morals of organization, and additional part lead, case in point,
cooperating diverse parts of organization excitedly remembering the finished objective to
accomplish targets of an organization (Lemon, 2001).

There is a need to focus on organizational capabilities and qualities; so that, the company can
attract more and more customers. A type of disappointment is leniency slip in which manager
carefully rate a substitute employee without seeing his execution. In relationship, there are a
couple of managers who do sensitive examination they rate an interchange employee on low
evaluating premise. They cover the veritable execution of employee; no quality and deficiency
are perceived (Nandan, 2005).

2.6 How to Offer Quality Products:

It is important for the company to manage the quality products to the customers. For this
purpose, the company has to set up a program, where employees should be given training and
rewards should be given to them accordingly. For this purpose, the company should also
consider performance management in the company, so that, the employees might be involved in
healthy competition (Jacoby, 1978).

13
Performance management is a process of review employee’s performance and review their
responsibilities. The rating is based on employee’s performance so that corrective actions should
b taken according to their appraisal. Through performance appraisal, managers will know what
type of training, skills employees needed to enhance their skills. It is necessary to improve
organization productivity, to improve employee’s skills (Kanheman, 1979). No matter how good
your appraisal is but there are some evaluators, who will evaluate it wrongly because of their
own interest. Performance appraisal helps both the organization and its employee to increase
productivity, goals. It is a tool to motivate employees and inspire them to work harder. While
conducting appraisal some errors misguide employees. It is very important the result of appraisal
should be valid and accurate (Keller, 2006).

In central tendency error, when one employee equally rates another employee because he/she do
not want to lose his relationships. He equally rates another employee to save his own interest. As
a result employee do not learn the new technologies, cannot enhance his skills. If employees
really want to learn and grow, they should rate honestly. Manager should evaluate or rate each
item. It is not fear with those employees who really want to enhance their skills (Lemon, 2001).
Another type of error is leniency error in which manager softly rate another employee without
seeing his performance. In organization, some managers do soft appraisal they rate another
employee on low rating basis. They hide the actual performance of employee; no strength and
weakness are identified (Marks, 1996).

In Guilt by Association, managers judge employee according to his/her guilt feeling. Manager
should avoid such type of error by taking significant time to judge employee performance. He
should check and analyze employee work so that they can do accurate appraisal. Evaluators
judge the employee on the basis of company he keeps. Another type of performance appraisal
error where manager’s rating depends on personal preferences, gender bias discrimination.
Evaluators give low rating to employee on the bases of discrimination. It can come from attitude,
religion, belief, Height, weight etc (Moore, 2002).

Another type of error is Recent error manager evaluate the latest performance of employee
rather judge the annual performance of employee. The manager should check the overall
performance of employee so they can evaluate accurately. Manager only evaluate the current
performance of employees. In Initial impression, mangers only evaluate employees because of

14
the initial impression. They forget about all skills, training which the employee learns (Nandan,
2005).

Another most common form of error is status effect evaluator’s ratings are base based on high
status, high level jobs and low rating to those which have lower jobs. These all activities must be
considered by the company to motivate the employees toward bringing quality products for the
customers. This is also essential for the company to bring innovation in the company, which
cannot be achieved without involving employees. It must be considered that brands are the
representation of quality and variety. This can only be achieved, if there is involvement of
employees (Pullman, 2004).

2.7 Literature Framework

Maximum satisfaction furthermore expands capacity to pay more for the things. Of course,
perceived values of the costs and benefits put a mental impact on customers. This may
distinguished a combination of utilitarian and what's more run of the mill exchanges. On the
other hand, interpersonal relationships may watch distinctive great and terrible times particularly
in abnormal conditions, i.e. industry crises, thing surveys and disruptive improvements. In the
study, the researcher will focus upon the vitality of value of customer brand recognizing
evidence with a particular final objective to predict customer behaviour and abnormal conditions
in any organizational setting. The study will discuss these variables in detail and the major focus
would be given to CBI saliency, perceived value, innovation, and gender, economic and
procedural factors (Arnett, 2003).

Theoretical Context:

The literature framework would be based upon Customer-Brand Relationship as well as control
variables and their impact on brand switching. Customer brand relationship would be consisted
of CBI saliency as well as perceived values. On the other side, control variables are based upon
innovation, social factors, age/ gender, economic and procedural factors. These all factors would
be observed in order to determine their impact upon the brand switching or brand loyalty.

15
 Customer-Brand Relationship

CBI Saliency Brand switching

Perceived value

Control variables
Consumer Properties
Innovation
Social factors
Gender, Age
Customer satisfaction related to switching cost
Economic
Procedural

16
 Chapter 3: Research Methodology
3.1 Introduction

The research focuses on investigation on customer brand identification and its impact on
organizational performance to gain a competitive advantage. Research methodology investigates
a given scenario in order to gain results according to requirements. Research methodology will
describe the methods to collect the information from customers and pharmacists in order to
collect primary data. There are various research techniques, that are considered to make the
research successfully hit. The most important techniques are realism, positivism and
interpretivism. Successful research is based upon the effectiveness of research methodology; if a
careful investigation focus is observed, the research would be hit (Pullman, 2004). Every
research has different treatment, this is why, there is need to focus upon research mechanisms.
This is the reason, researcher has to focus upon effective development of methodology to
generate required results. In this study, we have focused upon various research approaches, i.e.
sample size and data collection. The diagram below describes the indication for selected research
methods and research paradigms (Patterson, 1997).

Fig 3.1 Research Onion

Positivism Realism
Interpretivismmm
Deductive Inductive

MixedData
method
collection
Data
analysis
Interviews

Source: Patterson (1997)

17
The picture describes the glance through which our research methodology has been devised.
Thhe first step describes the approaches considered for the study, which are usually positivism,
realism and interpretivism. The porimary and secondary data has been collected through
qualitative and quantitative studies form (Porter, 1985).

Fig 3.2 - Research Methods

Source: www.stephaniewheelerassociates.co.uk/img/research_methodology_main_i.gif

3.2 Research Philosophy and Approaches

The research collected from the customers and pharmacists is based on two major factors, i.e.
ontology and epistemology. Ontology is known as the nature of reality, while, other describes the
relationship between researcher as well as reality.

3.2.1 Ontology

Ontology is known as a since of reality about being or existence of anything. This describes the
reality and existence or non-existence of things. For example, we will describe that what factors
motivates the customers to stick with a brand and how the companies are able to achieve
customer brand satisfaction and CBI. In this way, we can find out the factors, which has put an
impact on our assumptions (Reed, 2002).

3.2.2 Epistemology

On the other hand, epistemology approach focuses on knowledge, whether a particular

information is true or not. This philosophy considers the world as a sphere and this is useful
philosophy to address some questions. For example, the companies can focus upon the fact that
how they might be able to achieve customer brand identification (CBI).

18
3.3 Research Paradigms

There are two research paradigms, which can be considered in the study, i.e. positivist and
interpretivist.

3.3.1 Positivist Approach

Positive ontology focuses on single, objective reality to research questions regardless their belief
to the research. In this way, positivist researchers focus on controlled approach by adopting
research topic, research questions as well as hypotheses development and focusing on suitable
research approaches. This approach focuses on real and precise factors and focus on observation
on organizational performance, when there is customer brand identification. The other part
would focusing on customers’ satisfaction toward the organization selected for the research
purpose. The researcher focused upon this approach to avoid biasness (Reichheld, 1996).

3.3.2 Interpretivism

Similarly, interpretivists approach focuses on the believe that there is relative and multiple
reality. This can be said that there can be more that one realities in a single structure ay to access
realities. These multiple meanings are most of the time very difficult to interpret and knowledge
gained from the discipline is socially constructed as well as subjective interpretations. In this
way, the researcher has to focus upon receptiveness in human interactions to make sense in case
of multiple realities. The researcher has mainly focused upon interpretivism approach in order to
conduct the study. The purpose of interpretivism approach is to draw the results from the
answers (Reed, 2002).

3.4 Deductive Method

The deductive approach focuses on the observation in the initial stage; in this way, hypotheses
are developed and conducted. In deductive approach, the flow focuses on top to bottom. The
researcher focuses on the marketing strategies, which are effective to bring customer brand
identification. The deductive approach is opposite to inductive approach, which focuses on
bottom to top. The link between CBI and purchase intention over the organizational performance
is discussed. On the other side, the researcher focuses on hypothesis. In deductive approach, the
researcher focuses on the general phenomenon to particular. There are various results, which

19
have developed through research and which have provided in results’ section of the study
(Porter, 1985).

3.5 Qualitative and Quantitative Data

The quantitative study focuses on the data collection in quantifiable form. The information has
been collected through surveys under this section. However, this survey may vary in different
natures and the data would be collected accordingly. The data would be collected in qualitative
and quantitative studies. The qualitative study provides meaningful explanation in descriptive
manner. The data would be collected through interview and questionnaire approach.

Interpretivism approach is selected for the study, which will interpret and analyze the data after
collecting from the customers and pharmacists through questionnaire approach. The researcher
will focus upon the questionnaire approach, as it is less time taking method and it provides
information. The benefit of questionnaire approach is that the results can easily be evaluated
from given number of options. The sample size for the customers is 100 people from different
age group and gender group who are interested in purchasing medicines. The researcher will also
select 20 pharmacists to collect the study data. Interview from the manager of GSK is also a part
of the research to have a better idea of Customer Brand Identification as Sustainable competitive
advantage. The basic purpose behind this is to determine the consumers’ preferences and
perceived value of pharmacists before selecting a pharmaceutical company. The research is
limited to UK context, and the research would be conducted in different pharmaceutical stores.
The researcher will focus upon both qualitative and quantitative approach. Quantitative studies
define the results while qualitative studies describe the results (Reed, 2002).

The researcher has collected qualitative data from manager through interview, while quantitative
data has been collected in term of consumers and pharmacists through questionnaire to collect
the information. In this way, the study is the combination of both interview and questionnaire
approach through realistic approach. Qualitative Data can be observed but not measured, as it is
descriptive data. It only describes the information. Therefore, quantitative data is focused by
focusing customers and qualitative by focusing manager of GSK. The researcher first focused
upon quantitative data, however, the information was insufficient to generate the results. This is
why, the researcher has focused upon qualitative data, too in order to gain a detailed insight.

20
The information is collected and analyzed with the help of charts and graphical tools in order to
gain meaningful outcomes. The research has been collected through positivism and
interpretivism approach. These approaches are different from each other serving different
purposes (Patterson, 1997).

3.6 Bias

The research is based upon the customers visiting GSK for fulfilling their medical needs. This is
the reason, researcher has focused upon customers, pharmacists and managers of GSK. Through
this approach, the researcher would be able to determine the impact of CBI on purchase intention
of customers and to let GSK know how their drugs are used. There are chances that the
management team might not reveal exact facts because of privacy concerns. To avoid the
biasness in the study, the researcher will clarified to customers and pharmacists that the
researcher will disclosed the outcomes but the identity would not be revealed. The researcher has
not obtained the identity of the customers, manager and pharmacists in order to avoid biasness.
The researcher has developed questionnaire in simple language, which can be understood easily,
which has reduced the possible chances of biasness (Rust, 2004).

3.7 Rejects

The researcher has given right to participants to refuse if they do not want to take participate in
the study. For the research purpose, 8 customers rejected to participate in the study. The primary
data has been collected through questionnaire and interview approach. However, the major focus
was put on questionnaire approach, as it provides results from more persons in less time.

3.8 Target Population and Sample

The researcher has focused upon the customers (Consumers and pharmacists) of GSK in order to
determine, whether they are satisfied from the GSK products or not. Pharmacists are healthcare
professionals who deal with the effective use of medication and drugs for the actual consumers.
Dealing with quality measurements for medicines is one of the most important role of
Pharmacists. The population size is related to GSK consumers and pharmacists, while the
sample size is taken as 100 customers (80 consumers, 20 pharmacists), who will describe their
experience with the organizational products. The sample size has been selected on conventional
basis and researcher has avoided too small and too large sample sizes in order to present real

21
information about the results collected. Besides that, the sample size has been selected on
random, which means that the researcher has made no discrimination based on age, income,
gender and religion.

3.9 Questionnaire design

Questionnaire design is important for developing questionnaire, which will highlight the
importance of CBI to increase customers’ purchase intention. The critical factors considered in
this are consumer properties, age, gender, innovation, preferences and latest information related
to products. In this way, the questionnaire was designed to highlight these factors to gain
information about these factors and responses has been collected and investigated. The research
is based upon these variables to determine various factors and their impact on buyers’ purchase
intention. The questionnaire was developed through open ended and close ended questionnaire.
The study is based upon 5 open ended questions and 10 close ended questionnaire to determine
their response. The close ended questionnaire are based on Likert scale of 1 (strongly agree) to 5
(strongly disagree). This method is an effective tool to collect information, and the data can be
analyzed in an easy way. The researcher provides an accurate information to readers after
analyzing the data based on Likert scale. Therefore, the chart and tabular approach has been used
to generate the results (Szymanski, 2001).

3.10 Pilot Testing

The questionnaire was tested at the initial stage in order to determine whether the questionnaire
is understandable or not. The mentor checked the questionnaire, which were easily
understandable, while the difficult and irrelevant questions have been erased. In this way, the
researcher was able to achieve effective results from developed questionnaire.

3.11 Non-probability Sample selection

Sample selection is of two types: probability sampling and non-probability sampling, the
researcher has focused upon non-probability sampling; however, there were many consumers
who were not willing to participate in the study. This is why, the researcher has focused upon
non-probability sampling, the researcher is dependent upon the willingness of the customers
(consumers and pharmacists). This method is effective and less costly than other one; however,
there are chances that they might give bias decisions. This study has conducted for academic

22
purpose and the researcher has been informed about this in order to reduce chances of biasness in
the study.

3.12 Interviews

The interview would only be conducted from management to collect primary data tools. This
provides latest information about the current trends and changing occurring in the GSK. The
research participants provide an insight about the information collected in a relevant tool to
provide research insight. However, there are various consumers who were not willing to take
participate in the study; but, the researcher conducted a detailed interview from the marketing
manager of GSK.

3.13 Data Processing and analysis

The data was collected with the help of questionnaire and quantitative tools as data is
transformed in quantitative tools, which would be presented in graphical and chart form. The
qualitative data was analyzed with the help of research questions to avoid biasness in the
research. Qualitative data is collected from abstract information as basic questions were asked
from Manager and answers were descriptive to provide required information, therefore, the
researcher would be able to provide qualitative and quantitative information. In this way, the
reader will get an opportunity to analyze the data through graphs and exact information.

3.14 Data Collection Methods

The data has been collected from primary resources. The primary data has been collected
through fresh and relevant information with the help of questionnaire and interview approach.
This would be helpful to gain a knowledge about particular organization in particular region. For
example, in our case study, we focused upon GSK and its customers, so the result will mainly
rely upon these factors. Secondary data is the data which is already available in electronic or
printed form written by other researchers. For secondary data, a focus has been made on
electronic or video recorrding. The secondary data is related to CBI and its imapct on buyers’
purchase intention. The researcher has downloaded various lectures and study structures to
gather secondary data. The secondary data has been collected through online blogs, books,
journals, magazines as well as discussion groups.

23
3.15 Ethical Consideration

The researcher will consider the ethical guidelines before conducting the research. The
researcher would be informed about the research topic and purpose before asking them to
participate in the questionnaire filling process. Besides that, the researcher will not force the
consumers and pharmacists to participate in the study without their contest. The researcher will
not manipulate the data in order to acquire desired results. Moreover, the researcher will protect
the privacy and will not leak out their personal information.

3.16 Limitations of the Study

The study has various limitations in term of successful analysis. The major limitation is related to
lack of knowledge and information owned by the researcher related to the research topic.
Another limitation is lack of resources, which create difficulty of completion on time. There are
also chances that the manager, customers and pharmacists might not answer the questions
correctly, which might create bogus results (Rust, 2004).

3.17 Chapter Summary

Research procedure explores a given situation to increase results as indicated by prerequisites.

Research philosophy will portray the systems to gather the data from customers and pharmacists
to gather essential data. There are different research procedures, that are considered to make the
research effectively hit. The most imperative strategies are authenticity, positivism and
interpretivism. Effective research is based upon the effectiveness of research procedure; if a
watchful examination focus is watched, the research would be hit. Each research has diverse
medicine, this is the reason, there is have to focus upon research components.

Positivist researchers concentrate on controlled approach by receiving research theme, research

addresses and theories improvement and concentrating on suitable research approaches. This
methodology concentrates on genuine and exact elements and concentrates on perception on
authoritative execution, when there is customer brand recognizable proof. The other part would
concentrating on customers' fulfilment at the organization chose for the research reason. The
researcher focused upon this methodology to stay away from biasness.

This might be said that there could be more that one substances in a solitary structure ay to get to
substances. These different implications are more often than not extremely hard to translate and

24
learning picked up from the order is socially developed and in addition subjective
understandings. Thusly, the researcher need to focus upon responsiveness in human cooperation
to put forth sense in defence of numerous substances. The researcher has basically centred upon
interpretivism approach with a specific end goal to lead the study.

The researcher concentrates on the advertising methods, which are effective to bring customer
brand recognizable proof. The deductive methodology is inverse to inductive methodology,
which concentrates on bottom to top. The connection in the middle of CBI and buy expectation
over the hierarchical execution is talked about. On the other side, the researcher concentrates on
speculation. In deductive methodology, the researcher concentrates on the general sensation to
specific.

The quantitative study concentrates on the data accumulation in quantifiable structure. The data
has been gathered through reviews under this segment. On the other hand, this overview may
fluctuate in distinctive natures and the data would be gathered appropriately. The data would be
gathered in qualitative and quantitative studies. The qualitative study gives significant
clarification in elucidating way. The data would be gathered through interview and questionnaire
approach.

Through this approach, the researcher would have the capacity to focus the effect of CBI on buy
proposition of customers. There are risks that the administration group may not uncover careful
actualities in light of protection concerns. To dodge the biasness in the study, the researcher will
elucidated the manager, customers and pharmacists that the researcher will uncovered the results
however, the personality of consumers and pharmacists and troughs would not be uncovered.
The researcher has not gotten the character with a specific end goal to maintain a strategic
distance from biasness.

The research data obliges ought to be approved to be helpful in the nearing time period, when it
is obliged to be utilized. Nonetheless, the wellsprings of data to be verified, this is the reason, the
researcher has focused upon confirmed sources to make study approve and solid.

25
 Chapter 4: Data Discussion and Analysis
4.1 Introduction:

The purpose of this chapter is to analyze the questionnaire asked from the consumers and
pharmacists. The researcher has also analyzed the interview questions asked in this chapter. The
data has been presented in graphical form, so that, it would be easy for the readers to observe the
results collected. The chapter is divided into four sections: demographical factors, questionnaire
analysis, interview analysis and discussion section.

4.2 Demographic Factors of Customers (Consumers, Pharmacists):

The demographic factor is based on five variables, i..e gender, age, income, education and
occupation.

Gender:

The purpose of asking gender is to determine diverse options from different group of genders, so
that a diversity in answers can be achieved. In our sample size, there are 67% of males, while
33% were females.

Table 4.1

Male Female

67 33

Fig 4.1

Male
Female

Age:

26
The second question was about age, the purpose of asking this question is that how many people
have been involved in the research and from which age group. The research reveals that there are
8 consumers from age group 16-25, 44 consumers from age group 25-35, 32 consumers from age
group 35-45, 12 consumers from age group 45-60, while 4 consumers from age group 60+.

Table 4.2

16-25 25-35 35-45 45-60 60+

8 44 32 12 4

Fig 4.2

16-25
25-35
35-45
45-60
60+

Income:

Another demographic question asked from the consumers is about their income. From the sample
size, it has been observed that 19% consumers were from income level below than £6000 p.m.,
while 36% consumers were from income level £6001-$8000.

Table 4.3

Below 6000 £6001-£8000 £8001-£10000 £10001-£12000 12000+

19 36 21 14 10

Fig 4.3

27
Education:

From our educational size, there are 16% consumers who have done diploma, 28% consumers
have done bachelor, 39% people are from masters, 13% from M-Phil, while 4% are from PhD.
The purpose is to determine which educational group is more inclined toward GSK and which is
not.

Table 4.4

Diploma Bachelor Master M-Phil PhD

16 28 39 13 4

Fig 4.4

Diploma
Bachelor
Master
M-Phil
PhD

Occupation:

28
Another demographic characteristic asked from the consumers is their occupation. Most of the
consumers in our samples are managers and jobholders. There are 19% students, 11%
businessmen and 9% people are pension holders.

Table 4.5

Busines Manager Jobholder Studen Retire

s s s t d

11 35 26 19 9

Fig 4.5

40

35

30

25

20

15

10

0
Business Managers Jobholders Student Retired

4.3 Questionnaire Analysis of Consumers:

In this section, we have analyzed the questions based on Likert Scale. Scale 1 represents strongly
agree, scale 2 represents agree, scale 3 is neutral, scale 4 is disagree, while scale 5 is highly
disagree. Based on this scale, we have asked 15 questions from the consumers in order to
determine the impact of CBI on consumers’ buying intention, the consumers were told that this
survey was related to the GSK and this research is done only for study purpose. However,
valuable recommendations would be given to GSK in order to improve its performance, so that,
valuable results can be achieved. The researcher has selected 80 consumers for the research
purpose:

1. I only buy branded products.

29
1 2 3 4 5

23 13 10 16 18

The purpose of this question was to determine while the purchasers of GSK products are loyal
customers of GSK or not. This question is helpful to determine the consumers’ response in term
of brand preferences and consciousness of consumer. The analysis describes that 23% of the
consumers were agreeing with the statement, while 18% consumers were agreeing the statement.
15% consumers were neutral, while remaining were not agreeing on the statement.

Fig 4.6

Response
25

20

15
Response

10

0
1 2 3 4 5

2. I am a loyal customer of GSK

1 2 3 4 5

10 16 18 23 13

This question was asked to determine the brand loyalty of the consumers. From our consumers’
size, there were 36% of the consumers, who were agreeing on the statement, while 23% people
has given neutral opinion on this. However, 41% consumers have said that they are not loyal
customers, because, they prefer products based on doctors’ recommendations. This is why, they
switch their products to other one.

Fig 4.7

30
 Response
25

20

15
Response

10

0
1 2 3 4 5

3. I am a price sensitive customers

1 2 3 4 5

21 19 16 14 15

The purpose to ask this question is whether the consumers are sensitive to price or not. 50% of
the consumers said that they are sensitive to price and they purchase products after comparing
prices of products. However, remaining consumers has said that they are brand conscious, and
price does not impact upon their preferences. If they want to buy a product, they will buy it at
any cost.

Fig 4.8

Response
25

20

15
Response

10

0
1 2 3 4 5

4. Will you stick to the product if there is an increase in the price?

1 2 3 4 5

9 11 14 25 21

31
This question was like the previous one. The question was asked again in other words in order to
determine the response and reliability of the question. Almost 30% of the consumers have said
that they switch to other products, if the price of products increases. However, 51% of the
consumers said that they will not switch to other products, as they are getting good results from
the products.

Fig 4.9

Response
30

25

20
Response
15

10

0
1 2 3 4 5

5. Which is most important factor for you in selecting a product?

Quality Advertisement Price Discounts Value added services

14 14 20 16 16

The researcher has asked about the consumers’ preferences while selecting the products. From
our set of consumers, 19% of the people have said that they are quality conscious, while 14% of
the people have said that they are attracted toward attractive advertisement. 30% of the
consumers are price sensitive, while 21% of the people go toward the brands, when there are
discounts and offering. 16% of the people said that they prefer products based on value added
services.

Fig 4.10

32
 Response
25

20

15
Response

10

0
Quality Advertisement Price Discounts Value added services

6. Does origin country choice put an impact on purchase decision?

1 2 3 4 5

11 16 18 22 13

From our set of consumers, 50% of the consumers have said that they prefer the products of their
own country at first place. However, if they are unable to find effective products, they switch
toward other foreign brands. However, 27% of the consumers have said that they want good and
quality products, no matter, what is the origin of those products. This is a healthy choice
preference, not the country’s preferences.

Fig 4.11

Response
25

20

15
Response

10

0
1 2 3 4 5

7. Do you prefer products because it is endorsed by your favourite celebrities?

1 2 3 4 5
33
18 16 22 13 11

From our given set, it has been observed that 37% of the consumers are attracted toward product
because their favourite celebrities endorse those products. However, 32% of the consumers were
neutral in their opinion. 29% of the consumers have said that they do not purchase product
because of celebrities, but, because of quality. The consumers have said that they prefer various
products in UK, because, they are endorsed by their favourite celebrities. From Romeo, Bekham,
Rafaeli to Cara, all have sold products through their personalities and image. This is the reason,
GSK should also focus on string celebrities to put a positive image of the company.

Fig 4.12

Response
25

20

15
Response

10

0
1 2 3 4 5

8. Company sponsorship is necessary to build a strong image.

1 2 3 4 5

20 18 23 11 8

Company sponsorship is essential for the companies to increase brand image in the communities.
28% of the consumers have said that this is essential for company to sponsor various events and
plans, to create a good image of the company. However, 24% of the consumers have said that
this is not essential that company’s sponsorship put an impact upon their preferences and buyers’
intension.

Fig 4.13

34
 Response
25

20

15
Response

10

0
1 2 3 4 5

9. I am satisfied from sales services offered by GSK.

1 2 3 4 5

11 18 20 23 8

From our consumers’ size, 39% of the consumers have said that they are satisfied from sales
services of the company, and this has put an impact upon their behaviour. This is the reason; they
will again go to the GSK in time of need. However, 36% of the consumers have said that they
are not satisfied from sales services of the company. The behaviour of employees is very rude
and this is why, they will try not to visit GSK again. In this way, it can be said that sales services
should be effective in order to bring more customers.

Fig 4.14

Response
25

20

15
Response

10

0
1 2 3 4 5

10. I am satisfied from the packaging and designing of GSK.

35
1 2 3 4 5

18 16 11 22 13

From the sample size, 44% of the consumers have said that they are satisfied from packaging and
designing of GSK products. They have said that the packaging is attractive to their eyes and this
has increased their willingness to purchase products. However, 40% of the consumers have said
that they are not satisfied from the packaging and designing, and this does not satisfied their
needs.

Fig 4.15

Response
25

20

15
Response

10

0
1 2 3 4 5

11. The product successfully meets my needs.

1 2 3 4 5

16 7 18 16 22

From our consumers, 34% of the consumers have said that the product perfectly meets their
demands. However, other consumers were not satisfied from organizational products, and they
said that they will switch to the products, if they are unable to satisfy their needs. This might put
a negative impact upon the profitability of the company. The reason is that, one unsatisfied
customer might tell this to 10 other persons not to buy products from GSK.

Fig 4.16

36
 Response
25

20

15
Response

10

0
1 2 3 4 5

12. I Trust GSK

1 2 3 4 5

19 17 18 14 12

From the consumers, 31% of the consumers have said that they are satisfied from GSK and they
completely trust on the company that it offers healthy products to them. However, 18% of the
consumers have given neutral opinion, while, 41% of the consumers have said that the company
is not good in providing healthy life. Sometimes, it took a long time to recover from diseases by
using GSK, while other competitors are offering better products than GSK.

Fig 4.17

Response
20
18
16
14
12
Response
10
8
6
4
2
0
1 2 3 4 5

13. I use only GSK to meet my health standards.

37
1 2 3 4 5

14 14 18 17 17

From our consumers, 43% of the consumers have said that they only use GSK in order to meet
the health standards. However, other consumers have said that they are not completely satisfied
from organizational products, as the company is not effective to maintain quality products. This
is the reason they switch to other products. There are large percentage of people, who are not
strongly in favour of GSK products, this might reduce customer base of the company and the
customers would be in position to snatch the profit of the company away.

Fig 4.18

Response
20
18
16
14
12
Response
10
8
6
4
2
0
1 2 3 4 5

14. GSK provides self esteem to my needs.

1 2 3 4 5

12 14 19 18 17

Only 36% of the consumers have said that GSK provides self esteem to their needs. However,
45% of the consumers have said that GSK was unable to satisfy their needs, in this way, they
have to switch toward other products on continuous basis. This lack of self-esteem might bring
negative results for the company and market capitalization might be reduced further as compared
to previous years.

Fig 4.19

38
 Response
20
18
16
14
12
Response
10
8
6
4
2
0
1 2 3 4 5

15. I would use GSK in future, too.

1 2 3 4 5

14 18 12 17 19

From our consumers size, 42% of the consumers have said that they would use GSK in future,
too in order to gain healthy life. 12% of the consumers were neutral in their opinion, however,
44% of the consumers were saying that if the company was unable to maintain quality standards,
they would not ever purchase products from GSK. In this way, the company might be unable to
gain a healthy response from shareholders.

Fig 4.20

Response
20
18
16
14
12
Response
10
8
6
4
2
0
1 2 3 4 5

39
4.3 Questionnaire Analysis from Pharmacist

A focus has been made on pharmacist before reviewing a product. For this purpose, the
researcher has selected 20 pharmacists to determine the approach toward selecting brands in the
company. For this purpose, various questions has been asked from them listed as below:

1. We review organizational history and reputation before selecting a pharmaceutical

company.

1 2 3 4 5

8 8 2 2 0

From this analysis, it has been observed that there are 16 pharmacists, who have said that they
consider organizational history and reputation before selecting a pharmaceutical company. The
reason is that, it assists the pharmacist to sell the products in less time. When the organization
has a good reputation, it would assist the pharmacist to introduce the products in lesser time. In
this way, the pharmacists are in position to earn quick profit. However, if the company has not a
good reputation, it would take a huge time to sell the product to the end consumers. Ultimately,
the profit of the pharmacist would be reduced, as the inventory would be in unsold form.

Fig 4.21

Responses
9

5 Responses

0
1 2 3 4 5

2. Company sponsorship is effective before introducing a pharmaceutical company in

pharmacy.

40
1 2 3 4 5

4 6 3 4 3

The analysis shows that there are 50% of the pharmacists, who have said that company
sponsorship is helpful for pharmacists; the reason is that, there would be a strong image of the
products and pharmacists would sell the products in less time. On the other hand, 7 pharmacists
have said that sponsorship plays no role before introducing a pharmaceutical company in
pharmacy.

Fig 4.22

Response
7

4 Response

0
1 2 3 4 5

3. We review the price before introducing a pharmaceutical company in pharmacy.

1 2 3 4 5

6 8 0 4 3

The analysis shows that there are 14 pharmacists, who review the price before introducing a
pharmaceutical company in pharmacy; however, other pharmacists are not in favour of
considering price. The companies focus on prices to determine that how much profit they can
gain from customers and how this would be helpful for them to increase organizational brand
building.

Fig 4.23

41
 Response
9

5 Response

0
1 2 3 4 5

4. We review the product of quality before introducing a pharmaceutical company in

pharmacy.

1 2 3 4 5

6 10 2 2 0

There are 16 pharmacists, who have said that they focus on reviewing quality before introducing
a pharmaceutical company in pharmacy. The reason is that, the quality is an ultimate factor,
which attracts more and more customers. If the pharmacists introduce good quality products,
their consumer base would be more and ultimately the profit would also be increased.

Fig 4.24

Response
12

10

8
Response
6

0
1 2 3 4 5

5. We consider GSK in our pharmacy, as it is authenticated and proved by doctors

and scientists.

42
1 2 3 4 5

9 8 3 0 0

There are 17 pharmacists, who have said that they have GSK in their pharmacy, as doctors and
pharmacists recommend it. This has increased the profit for pharmacists, as the consumers
mostly demand GSK products. The pharmacists said that authenticated products are sold at less
time as compared to other products.

Fig 4.25

Response
10
9
8
7
6
Response
5
4
3
2
1
0
1 2 3 4 5

6. We focus on consumers’ choice before bringing a pharmaceutical company’s

products in pharmacy.

1 2 3 4 5

7 9 2 2 0

There are 16 pharmacists, who have said that they focus on consumers’ choice before selecting a
product. The reason is that, when consumers are not satisfied about a product, they would not
purchase a product again. This might effect on the pharmacists’ stock. This is the reason; the
companies have to focus on organizational reputation and consumers’ choice before selecting a
product.

Fig 4.26

43
 Response
10
9
8
7
6
Response
5
4
3
2
1
0
1 2 3 4 5

7. We focus on discounts and offering of the company before introducing the products.

1 2 3 4 5

4 6 2 5 3

There are 10 pharmacists, who have said that they focus on discounts and offering before
introducing products in the pharmacists. On the other hand, other pharmacists were not in favour
of that statement.

Fig 4.27

Response
7

4 Response

0
1 2 3 4 5

44
4.4 Interview Analysis:

Interview was conducted from marketing manager of the company in order to determine the
impact of CBI and its impact upon consumers’ buying intention. The purpose of analysis is to
determine that what marketing strategies are being used in the company, and how, the company
might be in position to overcome these issues. These answers and question session has been
described below:

Me: What is your business name?

Answer: Glaxosmithkline (GSK)

Me: What is your corporate mission?

Manager: We are committed to improve human life quality by enabling people to live healthy
and prosperous life.

Me: What is the size of your company?

Manager: Currently, we are operating in more than 160 countries, with more than 20,000
employees.

Me: Define your business.

Manager: We offer quality drugs and pharmaceutical products to improve the life of human
beings, so that they can battle to survive for loner years.

Me: If your company is a person, who would it be?

Manager: Columbus, because we focus on innovation and adventure to look for new things and
formulas.

Me: What is the important object of your business?

Manager: The object of our business is to increase shareholders’ wealth by providing our
customers best health related products. This will serve the society in a better way.

Me: What is your current market objective?

Manager: We are well established by offering healthy and ISO 9000 certified products.

Me: What image needs to be improved?

45
Manager: People considered us semi professional people.

Me: What image do you want to achieve in coming two years?

Manager: We want to focus on building traditional image of the company by focusing on latest
technology. We are considered as professional organization, which can be trusted for better and
healthy lifestyle.

Me: Who are your competitors?

Manager: Our major competitors are Merck &Co, Novartis, Abbott, Pfizer etc.

Me: Are they better or worse than you?

Manager: The competitors are better than us in term of market capitalization, as the are lare
companies than us and own a huge share in the industry. However, they also have lack of
training for new employees, which sometimes, gives a poor image of their brand. However, we
have complete set up to train and educate the employees on continuous basis. This gives us an
edge over our valuable competitors.

Me: Who are your target audiences?

Manager: Our target audiences are all those people, who have some health and beauty related
concerns. People from all age groups are our customers. We mainly target the customers from
middle to high-income people. We have been expanded worldwide, this is why, there is no
geographical restriction for our target audiences.

Me: Is there any corporate identity? (the reason to ask this question is that the positive identity
leads toward strong brand representation, while negative identity leads toward the poor image of
the company)

Manager: Yes, we have positive identity in the market by providing social welfare seminars in
different colleges, organizations, hotels etc. We educate people about health free of charges by
issuing various brochures and newspapers’ publications.

Me: What is your tagline?

Manager: “Do more, feel better, live long”

Me: How this identity was used?

46
Manager: This identity was created through visiting cards, TV advertisement, hoardings, files,
signage, websites and tagging on products.

Me: Do you have any color preferences in your packing?

Manager: We mostly consider blue color in our packing.

Me: Any design preferences?

Manager: We have a designing department, which designs the products and packaging
according to the disease and other health related issues. This gives a recognition to the products.

Me: Is there anything wrong associated to your products?

Manager: People consider that we are offering products relatively at higher prices.

Me: How positive CBI is necessary to attract more customers?

Manager: Positive brand identity is necessary to attract more customers. For example, we have
actively been involved in social welfare programs, this has increased out brand image over last
10 years. Eventually, our profit has been increased even in period of recessions. We are very
conscious to satisfy our customers, as we cannot move forward without the support of our
customers.

Me: What are your future plans to attract more customers?

Manager: We have plans to focus on annually training session for our employees, so that, we
can provide more quality to our customers. We have maintained our quality department and we
will upgrade this department in future to bring harmony in our designs and quality products.

4.5 Data Discussion:

From the data collected from consumers, it can be observed that in our sample size, there are
67% of males, while 33% were females. The research reveals that there are 8 consumers from
age group 16-25, 44 consumers from age group 25-35, 32 consumers from age group 35-45, 12
consumers from age group 45-60, while 4 consumers from age group 60+. 19% consumers were
from income level below than $10,000 p.m., while 36% consumers were from income level
$10001-$13000. Most of the consumers in our samples are managers and jobholders. There are
19% students, 11% businessmen and 9% people are pension holders.

47
The investigation describes that 23% of the consumers were loyal to GSK. 15% consumers were
unbiased, while remaining consumers were not coinciding on the announcement. From our
consumers' size, there were 36% of the consumers, who were coinciding on the announcement,
while 23% individuals has given nonpartisan conclusion on this. However, 41% of the
consumers has said that they are not loyal customers, on the grounds that, they lean toward
products focused around specialists' suggestions. This is the reason, they switch their products to
other one. . From our consumers' size, there were 36% of the consumers, who were conceding to
the announcement, while 23% individuals has given nonpartisan presumption on this. However,
41% of the consumers has said that they are not loyal customers, in light of the fact that, they
lean toward products focused around specialists' proposals. This is the reason, they switch their
products to other one.

CBI is truly not the same as its forerunner methodology identified with brand. CBI shows and
catches the thought of mental solidarity in a manner that brand transforms into a crucial
component of the self. The combo of brand and the self structure it a sticky inclination, which is
about fiscal benefit as well as more solid and moving. Therefore, it is watched that relative to
clear esteem, CBI ought to be all the more particularly prescient of customer response under
surprising circumstances, for instance, brand rowdiness. From a strategic point of view, CBI may
pick up a sensible preference because of its value, exceptionality, uniqueness, and its non-replace
ability.

The results from interview also describe that the management is not effective enough to appraise
the employees, this puts a negative impact upon the quality of the products. The rating is focused
around employee's performance so restorative moves ought to b made as per their appraisal.
Through performance, appraisal managers will realize what kind of preparing, aptitudes
employees required to upgrade their abilities. It is important to enhance association gainfulness,
to enhance employee's abilities. Regardless of how great your appraisal is yet there are some
evaluators who will assess it wrongly in light of their own investment. Performance appraisal
aides both the association and its employee to build benefit, objectives. It's an instrument to
inspire employees and rouse them to work harder. While directing appraisal there are a few
blunders that misinform employees. It is exceptionally essential the result of appraisal ought to
be substantial and precise.

48
Very nearly, 30% of the consumers have said that they switch to different products, if the cost of
products expands. However, 51% of the consumers said that they won't switch to different
products, as they are getting great results from the products. From our set of consumers, 19% of
the individuals have said that they are quality cognizant, while 14% of the individuals have said
that they are pulled in to appealing notice. 30% of the consumers are value delicate, while 21%
of the individuals go around the brands, when there are rebates and advertising. 16% of the
individuals said that they lean toward products focused around worth included services. From
our set of consumers, half of the consumers have said that they incline toward the products of
their own nation right away place. However, in the event that they are not able to discover
successful products, they switch to other outside brands. However, 27% of the consumers have
said that they need great and quality products, regardless, what is the starting point of those
products. This is a solid decision inclination, not the nation's inclination.

The clarifications for these request not simply upgrade the obliged understanding of the virtual
noteworthiness of customer-brand association yet it does additionally expand hypothetical
structure that is basic among distinctive societies in this globalized world. The report likewise
portrays about the CBI other than promoting connection. It has been observed that a focus is
made on organizational history and reputation before selecting a pharmaceutical company. When
the organization has a good reputation, it would assist the pharmacist to introduce the products in
lesser time. In this way, the pharmacists are in position to earn quick profit.

In spite of the fact that customers are ordinarily not official some piece of organizations,
however they may have self-unmistakable prerequisites generally filled by their most loved
organizations, and in this way they can identify with an organization. We should showy this
rationale further, regarding brands, customers might moreover identify with brands as brands
portray the dynamic completion which may be identified with impersonal organizational
presence. By the associations of organizations or social gatherings, Individuals can depict their
self-thoughts. If the company has not a good reputation, it would take a huge time to sell the
product to the end consumers. Ultimately, the profit of the pharmacist would be reduced, as the
inventory would be in unsold form.

Half of the Pharmacists have said that they favor the products of their own nation right away
place. However, in the event that they are not able to discover viable products, they switch to

49
other remote brands. However, 27% of the Pharmacists have said that they need great and quality
products, regardless, what is the beginning of those products. This is a sound decision
inclination, not the nation's inclination. 28% of the Pharmacists have said that this is key for
organization to support different occasions and arrangements, to make a decent picture of the
organization. However, 24% of the Pharmacists have said that this is not crucial that
organization's sponsorship put an effect upon their inclination and purchasers' intension. From
our Pharmacists' size, 39% of the Pharmacists have said that they are fulfilled from deals services
of the organization, and this has put an effect upon their conduct. This is the reason, they will
again go to the GSK in time of need. However, 36% of the Pharmacists have said that they are
not fulfilled from deals services of the organization. The conduct of representatives is extremely
impolite and this is the reason, they will do whatever it takes not to visit GSK once more. Thus,
it could be said that services ought to be compelling with specific goal to bring more customers.

there are 14 Pharmacists, who review the price before introducing a pharmaceutical company in
pharmacy; however, other Pharmacists are not in favour of considering price. The companies
focus on prices to determine that how much profit they can gain from customers and how this
would be helpful for them to increase organizational brand building. Considering social
personality suspicions, organization examiners make the thought of organizational identification,
which is described as the degree to which parts of an organization described themselves the
extent that the solidarity with that organization is concerned. A particular character of an
organization likewise offers identifiers an inclination of ceaseless movement.

There are 56% pharmacists, who have said that they focus on reviewing quality before
introducing a pharmaceutical company in pharmacy. The reason is that, the quality is an ultimate
factor, which attracts more and more customers. If the pharmacists introduce good quality
products, their consumer base would be more and ultimately the profit would also be increased.
Those people who perceive immovably with particular organizations would love to take part in
personality compatible behaviour, described as behaviour, which is unfaltering with the
standards and estimations of character to bear witness to and to support the character. These may
involve better execution of their part, tolerating the morals of organization, and extra part lead,
for instance, co-working different parts of organization enthusiastically keeping in mind the end
goal to attain objectives of an organization.

50
 Chapter 5: Conclusion and Recommendations
5.1 Conclusion

The conclusion has been conducted based on four main objectives of the study:

Objective 1: Evaluating the relationship between customer brand identification and

purchase intention in case of health products.

The results have provided information that there is a strong relationship between CBI and
purchase intention in term of health products being offered. From these results, it can be
concluded that 44% of the consumers have said that they are fulfilled from bundling and
planning of GSK products. They have said that the bundling is alluring to their eyes and this has
expanded their ability to buy products. However, 40% of the consumers have said that they are
not fulfilled from the bundling and outlining, and this does not fulfilled their needs. 34% of the
consumers have said that the product flawlessly takes care of their demands. However, different
consumers were not fulfilled from organizational products, and they said that they will switch to
the products, on the off chance that they are not able to fulfil their needs. This may put a negative
effect upon the benefit of the organization. The reason is that, one unsatisfied customer may
advise this to 10 different persons not to purchase products from GSK (Sheth, 1991).

36% of the pharmacists have said that GSK gives self esteem to their needs. However, 45% of
the pharmacists have said that GSK was not able to fulfil their needs, along these lines, they need
to switch to different products on constant premise. This absence of self-esteem may bring
negative results for the organization and business sector promotion may be lessened further as
contrasted with past years (Singer, 2003). There are 16% pharmacists, who have said that they
focus on consumers’ choice before selecting a product. The reason is that, when consumers are
not satisfied about a product, they would not purchase a product again. This might effect on the
pharmacists’ stock. This is the reason; the companies have to focus on organizational reputation
and consumers’ choice before selecting a product.

51
Objective 2: Analysing the relationship between perceived value and purchase
intention in case of health products.

There is a strong relationship between perceived value and purchase intention in term of health
products. From our consumers, 42% of the consumers have said that they would utilize GSK as a
part of future, too so as to increase sound life. 12% of the consumers were nonpartisan as they
would like to think, however, 44% of the consumers were stating that if the organization was not
able to keep up quality standards, they would not ever buy products from GSK. Thus, the
organization may be not able to addition a solid reaction from shareholders. The contenders are
superior to what us in term of business sector promotion, as they are large organizations than us
and own a gigantic experience the business. However, they additionally have absence of training
for new employees, which in some cases, gives a poor picture of their brand. However, we have
complete set up to prepare and teach the employees on consistent premise. This provides for us
an edge over our profitable rivals.

There are 50% of the pharmacists, who have said that company sponsorship is helpful for
pharmacists; the reason is that, there would be a strong image of the products and pharmacists
would sell the products in less time. On the other hand, 7 pharmacists have said that sponsorship
plays no role before introducing a pharmaceutical company in pharmacy. Focal propensity lapse
when one employee just as rates an alternate employee in light of the fact that he/she would
prefer not to lose his connections. He similarly rates an alternate employee to spare his
investment. Employees truly need to learn and develop they ought to rate sincerely. Manager
ought to assess or rate everything. It is not fear with those employees who truly need to improve
their aptitudes (Sirohi, 1998).

An alternate kind of failure is mercy slip in which manager delicately rate an alternate employee
without seeing his performance. Manager should maintain a strategic distance from such kind of
failure by taking huge time to judge employee performance. He should check and investigate
employee work so they can do precise appraisal. Evaluators judge the employee on the premise
of organization he keeps. An alternate kind of performance appraisal slip where manager's rating
relies on upon particular inclination, sexual orientation predisposition segregation. Evaluators
give low rating to employee on the bases of separation.

52
Objective 3: Evaluating the impact of CBI on perceived value in case of GSK

Impact of CBI on perceived value puts an impact in case of GSK to gain competitive advantage.
An alternate kind of slip is assess the most recent performance of employee rather judge the
yearly performance of employee. The manager should check the general performance of
employee so they can assess correctly. Manager just assess the current performance of
employees Beginning impression managers just assess employees on the premise of the starting
impression. They disregard all aptitudes, preparing which the employee learns. There are 10
consumers, who have said that they focus on discounts and offering before introducing products
in the pharmacists. On the other hand, other were not in favour of that statement. There are 47%
pharmacists, who have said that they have GSK in their pharmacy, as doctors and pharmacists
recommend it. This has increased the profit for pharmacists, as the consumers mostly demand
GSK products. The pharmacists said that authenticated products are sold at less time as
compared to other products.

An alternate most common manifestation of slip is status impact evaluator's ratings are base on
the premise of high status, elevated amount employments and low rating to those which have
lower occupations. GSK target audiences are every one of those individuals, who have some
wellbeing and excellence related concerns. Individuals from all age gatherings are our customers.
We mostly target the customers from focus to high-salary individuals. We have been expanded
around the world, this is the reason, there is no topographical confinement for our target
audiences. Manager said that they have arrangements to focus on every year training session for
our employees, with the goal that, we can give more quality to our customers. We have kept up
our quality office and we will update this division in future to accumulate concordance our
outlines and quality products.

Objective 4: Recommending GSK to improve CBI in order to achieve competitive

advantage.
Here are some of the recommendations to improve customer brand identification by GSK, so
that, the quality products can be delivered to the customers. These recommendations are listed
below:

 The trust is the major factor to be considered while doing marketing and gives a greater
value to customers. For this purpose, actionable tips and compelling information should

53
 be give to increase brand identity and foster engagement to win employees. For this
purpose, the company has to provide memorable experience to the customers
(Steenkamp, 2003).
 There is need to avoid performance appraisal errors in order to motivate the employees
toward quality. Performance appraisal process is standardized it should be related with
the job. Managers must have daily contact with the employee being evaluated. Evaluation
process should be conducted to select more than one employee (Stryker, 1982).
 The company should use visual devices to create remarkable identity. For this purpose,
the company can attribute logos, colours and shapes so that it can be easily
understandable to the customers. This will be effective for the company to attract more
customers (Tsai, 2005).
 The company can go for affinity marketing, where the long lasting relationship with other
brands or events can be built in order to build strong customer relationships. The
company has to be real and friendly with the customers, so that they might be valuable
asset for the company. The company should talk freely to the customers (Takfel, 1985).
 Brand endorsement also plays an important role for the company to attract more
customers. For this purpose, the company can endorse the products to the favourite
celebrities of the customers, so that, the customers can be attracted toward products
(Vogel, 2008).

5.3 Need for Future Research:

There is need of future research in order to bring the harmony in the organization. The reason is
that, the study has various limitations and before using these recommendations. The major
limitation is related to lack of knowledge and information owned by the researcher related to the
research topic. Another limitation is lack of resources, which create difficulty of completion on
time. There are also chances that the researchers might not answer the questions correctly, which
might create bogus results. There is need to go for further study in order to find out any
ambiguity and study gap. This would be helpful for the company to adopt the strategies, which
are less costly and more fruitful.

54
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 Appendix
Appendix 1: Interview Questionnaire and Answers from Marketing Manager

1. What is your business name? GlaxoSmithKline (GSK)

2. What is your corporate mission?

We are committed to improve human life quality by enabling people to live healthy and
prosperous life.

3. What is the size of your company?

Currently, we are operating in more than 160 countries, with more than 20,000 employees.

4. Define your business.

We offer quality drugs and pharmaceutical products to improve the life of human beings, so that
they can battle to survive for loner years.

5. If your company is a person, who would it be?

Columbus, because we focus on innovation and adventure to look for new things and formulas.

6. What is the important object of your business?

The object of our business is to increase shareholders’ wealth by providing our customers best
health related products. This will serve the society in a better way.

7. What is your current market objective?

We are well established by offering healthy and ISO 9000 certified products.

8. What image needs to be improved?

People considered us semi professional people.

9. What image do you want to achieve in coming two years?

We want to focus on building traditional image of the company by focusing on latest technology.
We are considered as professional organization, which can be trusted for better and healthy
lifestyle.

59
 10. Who are your competitors?

Our major competitors are Merck &Co, Novartis, Abbott, Pfizer etc.

11. Are they better or worst than you?

The competitors are better than us in term of market capitalization, as the are lare companies
than us and own a huge share in the industry. However, they also have lack of training for new
employees, which sometimes, gives a poor image of their brand. However, we have complete set
up to train and educate the employees on continuous basis. This gives us an edge over our
valuable competitors.

12. Who are your target audiences?

Our target audiences are all those people, who have some health and beauty related concerns.
People from all age groups are our customers. We mainly target the customers from middle to
high-income people. We have been expanded worldwide, this is why, there is no geographical
restriction for our target audiences.

13. Is there any corporate identity? (the reason to ask this question is that the positive
identity leads toward strong brand representation, while negative identity leads toward
the poor image of the company)/

Yes, we have positive identity in the market by providing social welfare seminars in different
colleges, organizations, hotels etc. We educate people about health free of charges by issuing
various brochures and newspapers’ publications.

14. What is your tagline?

“Do more, feel better, live long”

15. How this identity was used?

this identity was created through visiting cards, TV advertisement, hoardings, files, signage,
websites and tagging on products.

16. Do you have any color preferences in your packing?

We mostly consider blue color in our packing.

17. Any design preferences?

60
We have a designing department, which designs the products and packaging according to the
disease and other health related issues. This gives a recognition to the products.

18. Is there anything wrong associated to your products?

People consider that we are offering products relatively at higher prices.

19. How positive CBI is necessary to attract more customers?

Positive brand identity is necessary to attract more customers. For example, we have actively
been involved in social welfare programs, this has increased out brand image over last 10 years.
Eventually, our profit has been increased even in period of recessions. We are very conscious to
satisfy our customers, as we cannot move forward without the support of our customers.

20. What are your future plans to attract more customers?

We have plans to focus on annually training session for our employees, so that, we can provide
more quality to our customers. We have maintained our quality department and we will upgrade
this department in future to bring harmony in our designs and quality products.

Appendix 2: Questionnaire from Consumers

The questionnaire is to determine that how inclined you are toward GSK products or not. The
questionnaire is based on Likert scale from strongly agree to strongly disagree.

61
1= Strongly Agree 2= Agree 3= Neutral 4= Disagree 5= Strongly Disagree

Please respond to the questions based on this scale. ( Tick mark)

Gender

Age

Income

Education

Occupation

1. I only buy branded products.

1 2 3 4 5

2. I am a loyal customer of GSK

1 2 3 4 5

3. I am a price sensitive customers

1 2 3 4 5

4. Will you stick to the product if there is an increase in the price?

1 2 3 4 5

5. Which is most important factor for you in selecting a product?

Quality Advertisement Price Discounts Value added services

6. Does origin country choice put an impact on purchase decision?

1 2 3 4 5

7. Do you prefer GSK because it is endorsed by your favourite celebrities?

1 2 3 4 5

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 8. Company sponsorship is necessary to build a strong image.

1 2 3 4 5

9. I am satisfied from sales services offered by GSK.

1 2 3 4 5

10. I am satisfied from the packaging and designing of GSK.

1 2 3 4 5

11. The product successfully meets my needs.

1 2 3 4 5

12. I Trust GSK

1 2 3 4 5

13. I use only GSK to meet my health standards.

1 2 3 4 5

14. GSK provides self esteem to my needs.

1 2 3 4 5

15. I would use GSK in future, too.

1 2 3 4 5

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Appendix 3: Questionnaire from Pharmacists

. The questionnaire is based on Likert scale from strongly agree to strongly disagree.

1= Strongly Agree

2= Agree

3= Neutral

4= Disagree

5= Strongly Disagree

Please respond to the questions based on this scale.

Gender

Age

Income

Education

Occupation

1. Branded products are better

1 2 3 4 5

2. Manufactures are price conscious while providing products of GSK

1 2 3 4 5

3. Manufacturers care about quality as compared to price while providing products

related to medicine

1 2 3 4 5

4. Are you satisfied with the quality measurement standards

64
1 2 3 4 5

5. There are standard procedures adopted by manufacturers to avoid negative

impacts from drugs

1 2 3 4 5

6. The effectiveness of medicines are according to the expectations

1 2 3 4 5

7. Medication use reviews have are important

1 2 3 4 5

8. Risk Assessment is according to the required standards

1 2 3 4 5

9. There are enough training opportunities to maintain the Customer Brand

Identification for Sustainable competitive advantage

1 2 3 4 5

10. GSK is following required quality standards

65
1 2 3 4 5

66