MBR Research Proposal

MBR RESEARCH SUBMITTED TO:
PROPOSAL MA’AM NAZIA SAEED

SUBMITTED BY:
SAMRAH KHAN
MUSKAN JAWAD
USHNA JUNAID
UQBA IMTIAZ
SHAISTA RASOOL
“Freud’s Implications and their impact on Consumer Behavior”
- A Quantitative Research
BACKGROUND STUDY:
According to Sigmund Freud, the human brain is divided into three parts: ID, EGO and
SUPEREGO. The outcome of these three components is the human behavior. Our brain
makes 95% conscious decisions and only 5% conscious decisions. The subconscious
decisions are influenced by certain variables (termed as “Freud’s Implications”) derived from
Freud’s theory too. These variables are Colors, Extrinsic Cues, Subliminal Messages and
Logos. There is only one existing research, that too qualitative, conducted within the
premises of Institute of Business Management. Building on that basic research, this is a
continuation of the topic in the mechanism of an applied research. Previous research
concluded that subconsciously the human mind processes information and is influenced by
small factors without even realizing and if there is Just Noticeable Difference and Absolute
Threshold in logos, colors and extrinsic cues, it would have an impact on Consumer
Behavior. The combined impact of all these variables is yet to be analysed along with the
correlation.
STUDY OBJECTIVES
We would be studying four implications and strategies of Freud’s theory –Logos, Colors,
Subliminal Messages and Extrinsic Cues. Our objectives are to measure:
1. Impact of Logos on Consumer Behavior
2. Descriptive v/s Non Descriptive Logos’ impact on consumer behavior.
3. Impact of Colors on Consumer Behavior
4. Impact of Extrinsic Cues on Consumer Behavior
5. Correlation of Absolute Threshold and JND with Logos/Colors/Extrinsic Cues on

consumer’s perception
The impact would be measured separately for each individual and then correlation between
the variables and consumer behavior would be measured.
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PROBLEM STATEMENT:
Freud’s implication have an influence on consumer perception, their response to the brand
communication and the purchase behavior. However, there is a lack of quantitative
research signifying the direction of impact due to which the impact of Freud’s implications
isn’t measured resulting in improper implementation of the strategies and a missed chance
of effective communication for the marketers and advertisers.
HYPOTHESIS:
H01: There is no influence of logo descriptiveness on consumer behavior.
HA1: There is an influence of logo descriptiveness on consumer
behavior. H02: There is no influence of brand color on consumer
behavior.
HA2: There is an influence of brand color on consumer
behavior. H03: There is no influence of packaging on consumer
behavior. HA3: There is an influence of packaging on consumer
behavior.
H04: There is no influence of subliminal messages on consumer behavior.
HA4: There is an influence of subliminal messages on consumer behavior.

VARIABLES AND BRIEF LITERATURE REVIEW:
Independent Variables:
Logo Descriptiveness:
Logo descriptiveness refers to the magnitude to which the textual or visual
composition of the logo represents the brand or product that the logo is marketing. Luffarelli,
J., Mukesh, M., & Mahmood, A. (2019) stated that well-designed logos are more likely to
offer impressive benefits to the companies by positively influencing consumer behavior.
Luffarelli et al., (2019) further stated that when it comes to logo description, logos
that are more descriptive are comparatively easier to perceive and recognize than less
descriptive logos as they fluently represent the brand or the product in consideration.
Descriptive logos should have clear associations with the concept of the brand or product to
significantly represent the respective brand/product and to increase the recall level among the
consumers. Van Grinsven, B., & Das, E. (2014) suggest that by integrating brand/product
specification in logos, brands can successfully achieve their target of communicating their
message to the consumers. Logo designing is a complex process; however, a logo
representative of all significant benefits or associated offerings of a particular brand or
product will lead to potential benefits for the company in the long run.
Brand Color:
Brands associate specific colors to differentiate from competitor brands and to stand
out among their target audience. Paired with a well-thought brand name, color plays a
significant role in developing consumer perception as well as a strong brand identity
(Labrecque & Milne, 2011). Several researchers have found an evident relationship between
color and the emotions that consumers attach with them. Marketers thus make the use of the
color perceptions to alter the consumer buying behavior by influencing their perception of the
brand. Across cultures, people reflect the tendency to associate certain colors with certain
emotions for e.g. yellow color with cheerfulness. Therefore, this color-emotion perception is
ultimately linked by consumers with brands and their products and is showcased in their
behavior towards respective brand/products (Labrecque & Milne, 2011).
Due to this color perception, consumers tend to associate some specific brands with
some specific colors, leading to increase in recall level. The increase in recall level then
impacts their buying behavior and brand preferences. This entire process happens
unconsciously in the consumer mind. Consumers’ tendency to associate black and silver
color with luxury/class and green and blue color with usual grocery item brands shows that
color perception has a certain amount of ruling in framing consumer behavior towards a
specific brand/product (Bottomley & Doyle, 2006).
Packaging:
Packaging plays a very crucial role in affecting the consumer’s intention to prefer or
purchase a specific brand or product as it might be the first proper interaction between a
consumer and the brand. Packaging should be done in a way that it is representative of the
brand/products’ essential features as well as its core offerings. The visual appearance of the
product through its packaging plays an extremely important role in consumers’ acceptance of
it (Schlimme & Rooney, 1994). A product might be exceptional; however, in case of lacking
any lacking in its packaging, the consumers are highly likely to not purchase the said product
perceiving it to be inferior in quality.
Consumers require that the packaging of the product they are considering to purchase
should not only provide a protective layer to it but should also make it appear to be visually
appealing. Consumers often consciously resort to reading the information revealed on
packaging to seek information about the benefit offerings and/or ingredients of the product
(Schlimme & Rooney, 1994). In light of the importance of packaging as stated above, the
marketers strive to use attractive packaging attributes to appeal the customers.
Subliminal Messages:
Subliminal messages refers to the information, which is recognized by the
subconscious human mind. Marketers have extensively used this concept of psychology to
influence consumer behavior towards a specific brand/product. The use of this technique has
greatly helped marketers in strengthening consumers’ relationship with the brand/product.
Marketers influence the behavior of the consumers by appealing the subconscious
mind by making the use of certain sounds, images, words etc. this is one of the most
innovative techniques which has risen in marketing over the period (Kiran & Kishore, 2013)
.Exposure to subliminal messages, allows the consumers to decode the information about a
certain brand or product subconsciously and develop their respective opinion about it.
Research suggests that subliminal perceptions often manipulate the consumer behavior
(Trappey, 1996).
Dependent Variable:
Consumer Behavior:
In light of the above-mentioned details of the variables and their respective
associations, we can conclude that the consumer behavior is a by-product of many
considerations. It is affected by brand/product logo, brand color, packaging of the product
and the subliminal messages used in advertising.
DESCRIPTIVE
LOGOS
BRAND COLOR
CONSUMER
BEHAVIOR
PACKAGING
SUBLIMINAL
MESSAGES
RESEARCH METHODOLOGY:
DATA:
The research is based on Freud’s implications and their impacts on consumer behavior. We
would be conducting a quantitative research in order to measure a correlation between the
variables and their impact on consumer behavior. The data would be collected through
surveys/questionnaires.
INCLUSION CRITERIA:
The targeted audience, for conducting the interviews, is individuals who are currently
studying at different universities across Karachi, and have a slight knowledge of marketing.
The sample ranges between ages 18 and above.
SAMPLING METHOD:
We would be choosing 100 students from different universities across Karachi, their
responses would be recorded digitally, and then analyzed.
SAMPLE SIZE:
The number of individuals chosen for our research is 100.

ANALYSIS OF DATA:
Data analysis would be done on the basis of responses received from the participants through
the questionnaires. Our objective is to measure the behavioral intention and surveys would be
designed accordingly (likert scale, thurstone scale, recommend/not recommend). The
analyzed data must align with the directional hypothesis.
REFERENCES:
Bottomley, P. A., & Doyle, J. R. (2006). The interactive effects of colors and products on
perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63-83.
https://doi.org/10.1177/1470593106061263
Labrecque, L. I., & Milne, G. R. (2011). Exciting red and competent blue: the importance of
color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.
https://doi.org/10.1007/s11747-010-0245-y
Luffarelli, J., Mukesh, M., & Mahmood, A. (2019). Let the Logo Do the Talking: The
Influence of Logo Descriptiveness on Brand Equity. Journal of Marketing Research,
56(5), 862-878. https://doi.org/10.1177/0022243719845000
Ogba, I., & Johnson, R. (2010). How packaging affects the product preferences of children
and the buyer behaviour of their parents in the food industry. Young Consumers,
11(1), 77-89. https://doi.org/10.1108/17473611011026037
Schlimme, D. V., & Rooney, M. L. (1994). Packaging of Minimally Processed Fruits and
Vegetables. Minimally Processed Refrigerated Fruits & Vegetables, 135-182.
https://doi.org/10.1007/978-1-4615-2393-2_4
Trappey, C. (1996). A meta-analysis of consumer choice and subliminal advertising.
Psychology and Marketing, 13(5), 517-530. https://doi.org/10.1002/(sici)1520-
6793(199608)13:53.0.co;2-c
Van Grinsven, B., & Das, E. (2014). Logo design in marketing communications: Brand logo
complexity moderates exposure effects on brand recognition and brand attitude.
Journal of Marketing Communications, 22(3), 256-270.
https://doi.org/10.1080/13527266.2013.866593

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MBR RESEARCH SUBMITTED TO:

PROPOSAL MA’AM NAZIA SAEED

1. Impact of Logos on Consumer Behavior

2. Descriptive v/s Non Descriptive Logos’ impact on consumer behavior.

3. Impact of Colors on Consumer Behavior

4. Impact of Extrinsic Cues on Consumer Behavior

5. Correlation of Absolute Threshold and JND with Logos/Colors/Extrinsic Cues on

HA1: There is an influence of logo descriptiveness on consumer

behavior. H02: There is no influence of brand color on consumer

HA2: There is an influence of brand color on consumer

behavior. H03: There is no influence of packaging on consumer

behavior. HA3: There is an influence of packaging on consumer

H04: There is no influence of subliminal messages on consumer behavior.

HA4: There is an influence of subliminal messages on consumer behavior.

The number of individuals chosen for our research is 100.

perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63-83.

color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.

Influence of Logo Descriptiveness on Brand Equity. Journal of Marketing Research,

56(5), 862-878. https://doi.org/10.1177/0022243719845000

11(1), 77-89. https://doi.org/10.1108/17473611011026037

Vegetables. Minimally Processed Refrigerated Fruits & Vegetables, 135-182.

Trappey, C. (1996). A meta-analysis of consumer choice and subliminal advertising.

Psychology and Marketing, 13(5), 517-530. https://doi.org/10.1002/(sici)1520-

complexity moderates exposure effects on brand recognition and brand attitude.

Journal of Marketing Communications, 22(3), 256-270.

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