Investigation and exploration of ethical standard/policies VS the impact on the brand image in term of consumer perceptions and company image in developing countries particularly in Pakistan

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ACKNOWLEDGEMENT

No words can express my appreciation and gratitude to my research advisor _______ through the course of this research, Professor _____has taught me numerous values that extend well beyond the realm of _________ (Your Subject Name).

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for the academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

Nestle had introduced its infant formula, a long time ago, and through their aggressive marketing and promotion they had managed to create a new niche market for themselves. Following Nestle, a number of other companies also followed suit. However, Nestle had to face a lot of criticism and boycott from all over the world because of their unethical marketing strategies. This dissertation had tried to analyze the marketing strategies of Nestle in a country like Pakistan, analyzed the level of awareness of Pakistani mothers, and discussed the benefits of breast-feeding. For this purpose, the researcher had applied both primary and secondary tools of research. From the primary research tools, the researcher had applied the tool of questionnaire, semi-structured interviews, and focus group discussion. The research contacted a few students from Brunel University and few doctors for the focus group discussion, contacted managers from Nestle for interviews, and utilized online mediums for approaching Pakistani mothers for questionnaire. The results of this dissertation had identified that there was a lack of awareness amongst Pakistani mothers regarding the benefits of breast-feeding. The doctors could play a vital role in making sure that mothers get to know the exact timing for utilizing infant formula for their children. While, Nestle should also mention in their marketing promotions the exact time, when the mothers should start giving infant formula to their children to make sure that they conform to the ethical principles of marketing.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

LIST OF TABLESIX

LIST OF CHARTSX

CHAPTER ONE INTRODUCTION1

1.1 Research background1

1.2. Research aim2

1.3. Research objective2

1.4 Research rationale3

CHAPTER TWO LITERATURE REVIEW4

2.1 Introduction4

2.2 Impact of ethical standards and policies on consumer perceptions in developing countries4

2.2.1 Ethical standards and policies5

2.2.2 Consumer perception in developing countries5

2.3 Company image6

2.3 Impact of brand image on consumer perceptions in developing countries7

2.3.1 Brand image7

2.3.2 Company image9

2.3.3 Consumer perception in developing countries9

2.4 Infant formula: A replacement of breast-feeding10

2.5 Breast feeding as compared to infant formula11

2.6 Current trends in breast feeding and infant formula usage12

2.7 Maintaining ethical standards in brand promotion: A case of infant formula promotion13

2.8 Aggressive marketing practice and creating principles for subsequent evolution14

CHAPTER THREE METHODOLOGY16

3.1 Introduction16

3.2 Methodology and epistemology16

3.3 Strength and weakness of the quantitative research17

3.3.1 Strengths17

3.3.2 Weaknesses17

3.4 Justification of research tools17

3.5 Positivist approach18

3.6 Participants of the research18

3.7 Hypotheses of the study18

3.8 Data analysis techniques to be used19

3.9 Limitation19

3.10 Ethical concerns20

CHAPTER FOUR DISCUSSION AND ...