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

I cannot express my gratitude and appreciation for my supervisor _______ through the course of this study, Professor _____has instructed me a number of values, which have extended well ahead of the land of _________ (Your Subject Name). The stress on dedication to work and his valuable and practical insights of life are some of the major highlights of my education at The University _________. To Professor _____, I say with great respect, thank you very much.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

CHAPTER ONE INTRODUCTION1

1.1 Research background1

1.2. Research aim2

1.3. Research objective2

1.4. Research rationale2

CHAPTER TWO LITERATURE REVIEW4

2.1 Company background4

2.1.1 Strengths of Nestle4

2.1.2 Weaknesses of Nestle4

2.1.3 Opportunities of Nestle4

2.1.4 Threats of Nestle5

2.2 The impact ethical marketing and policies on the brand image5

2.3 The impact of marketing strategy on brand image6

2.3.1 Background Literature7

2.3.2 Infant formula purchasing7

2.3.3 Mothers awareness in the infant feeding arena8

2.3.4 Safe and adequate promotion strategies9

2.4 Ethics and Social Responsibility in the field of marketing11

2.5 Aggressive marketing practice/Creating principles for subsequent evolution12

CHAPTER THREE METHODOLOGY14

3.1 Proposed methodology for the study14

3.2 Participants of the research15

3.2.1 Participants of focus group discussion15

3.2.2 Proposed interviewee's15

3.2.3 Participants of the online survey15

3.3 Limitation16

REFERENCES17

APPENDIX22

CHAPTER ONE INTRODUCTION

This chapter will focus on the problems and issues which this research will address. It will explain its academic and industrial context in general terms.

1.1 Research background

Nestle, the world largest Food Company, is facing enormous amount of ethical issues, which is making a huge impact on the consumer buying decision and on consumer health, particularly in developing countries. Many of the issues have been discussed in the past by many scholars for the boycott of the promotion of infant formula in developing countries and, this raises the product harm crises issue, as the fundamental issue in the market. Product harm crises can seriously imperils a brand performance and can also have a bad effect on the ethical standards of the brand/company (Ma et al., 2010). My aim of research is to make nestle company understand that their marketing practice is having an enormous effect in developing countries; therefore, they should work upon their marketing practice/branding strategies particularly in the area of promotion of infant formula in third world countries. There is mostly a general agreement between the companies who are working internationally that they will incorporate the social responsibilities to do this in an efficient manner a company should gain understanding regarding the impact of their tiny carelessness if not taken in consideration and what it means socially responsible (Michael Polonsky 2009). My main issue will surround the framework of nestle marketing effect on purchase and consumption of infant formula in developing countries and the environmental influences.

1.2. Research aim

The major aim of this research is to analyze the marketing and the ethical policies of Nestle and analyze the effects of such policies on the people in developing countries.

1.3. Research objective

Ever research is guided by some research objectives, as the research ...