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Impact of Brand Loyalty in Assessing Purchase Intentions of a Customer: A

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South Asian Studies
A Research Journal of South Asian Studies
Vol. 33, No. 2, July – December, 2018, pp. 347 – 364

Impact of Brand Loyalty in Assessing Purchase

Intentions of a Customer: A Study of Automobile
Industry in South Asian Perspective

Rizwan Qaiser Danish

University of the Punjab, Lahore, Pakistan.
Muhammad Khalid Khan
University of the Punjab, Lahore, Pakistan.
Muhammad Muddasar Ghafoor
University of the Punjab, Gujranwala Campus, Pakistan.
Ishfaq Ahmad
University of the Punjab, Lahore, Pakistan.
Asad Afzal Humayon
COMSATS University, Vehari Campus, Pakistan.
Saqib Aslam
Institute of Business and Finance, NUML, Lahore, Pakistan.

ABSTRACT
In this modern age, brands are more concentrating on consumers’ quality of life style as these
reflect their status symbol or social class through the company’s products. The current study is
aimed to check the effect of brand name, awareness, and price and brand quality on the brand
loyalty of the product of automobiles, after that brand loyalty effect is examined on the product
purchase intention specifically in South Asian context. For checking the effect of the variables
brand name, brand awareness, brand price and brand quality were considered as independent
variables and brand loyalty was considered as a dependent variable. The study was correlational
as it shows the relationship of different dependent and independent variables. This study has
been conducted through a survey design. The population was considered as the citizens of
Bahawalpur, one of the oldest stateS in South Asian region and for the data collection random
sampling technique was used. A total number of 300 questionnaires were distributed randomly to
the users of automobile in the Bahawalpur out of which 287 responses were received after
deducting the omission and errors. Different hypotheses were tested in this research for
relationships of variables, out of which five were accepted and the one which was about the
effect of brand price on brand loyalty was rejected. The collected data were analyzed after using
different statistical techniques and it shows that brand awareness, name, quality has a direct and
positive impact on the brand loyalty of the product and on the other hand there is also a positive
effect of brand loyalty on the purchase intention of the product.
Key Words: Brand Loyalty, Automobile, Brand Awareness Purchase Intention,
South Asia

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Rizwan Qaiser Danish, Muhammad Khalid Khan, Muhammad Muddasar
Ghafoor, Ishfaq Ahmad, Asad Afzal Humayon & Saqib Aslam
Introduction

Today is the age of competition and it is everywhere either it is between

companies or between customer mind for purchasing goods .Companies have to
capture the mind of the customer that how he select the product for purchase.
Normally consumers select the product because of their consciousness. Company
creates a brand image and love for their product in customer mind. Brands are the
most important intangible asset that the company has. A product can be of
anything that is completed in any industry bur but a brand is the main focus by
customers. There is a possibility of unoriginality of a product but a band cannot,
there is a chance for outdated product by time but a brand becomes timeless
(Quiston, D.H.Mc, 2004). Symbolic value of a brand helps people to select best
brand for satisfaction of their needs (Muhammad Alamgir; Mohammad
Shamsuddoha, Alexandru Nedelea;, 2010). Normally the customers show their
loyalty towards a brand by purchasing same brand consistently. The important
factor that leads the customer for purchasing the product is brand loyalty. Due to
brand loyalty he may not recall the whole decision process, he just trusts on his old
experience and purchase the same product. Dodds, Monroe and Grewal are agreed
that higher number of brand awareness leads to higher purchase of this product.
The core aim of this study is to examine the creation of a brand loyalty and
brand loyalty impact on the automobile industry and decision making of
consumers. Brand loyalty is repurchase or intention of repurchase of a particular
product either consciously or unconsciously (Wong Foong and Yayah Sidek,
2008).The other function of this research is to find out the factor which helps in
creating the brand loyalty. Lau et al. (2006) described seven different types of
factors that may create brand loyalty but here we discuss only a few of them such
as name, awareness, quality price etc.
The third and most important aspect this study is examining the relation
between loyalty towards a brand and customer intention to purchase. So for a
customer to purchase there should be a brand after that he will recall the whole
process such as searching information, problem recognition, and evaluate
alternative etc for making purchase of product but a brand loyal customer may not
recall the whole process he just recalls the old product in his mind and simply
makes purchase of it. Many researches previously made on brand loyalty and in
this research we extend some of its dimension such as in this research we used
different variables for checking brand loyalty and their effect on purchase
intension of customers in automobile industry.

Problem statement

The problem is to investigate different factors that affect the brand loyalty and
purchase intention of the product. There are a number of benefits which are

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 Impact of Brand Loyalty in Assessing Purchase Intentions of a Customer: A
Study of Automobile Industry in South Asian Perspective
obtained after creating brand loyalty of the customers. The problem is to check the
factors which are helpful for creating brand loyalty of the product.

Literature review

The core purpose of all kind of business is to increase their sale or earn more
profit. Businessmen use different techniques for maintaining their old customers or
also attracting the new ones. An important way is to create brand loyalty in its
customers for building profitable relationship with them and encourage customers
to become loyal with them for life time. Customers can be loyal for the brand due
to its characteristics such as due to its name, quality and price awareness etc and
they have sufficient understanding about the brand and they feel confident while
purchasing the brand (Malik, ghafoor, Iqbal, & Usman Riaz, May2013). The main
focus in this article is to define brand loyalty and to tell about the factors leads to
brand loyalty and its impact on the purchase intention of the customers. A few
factors such as brand name, awareness, quality and prices which are helpful in
creating loyalty for the companies in the automobile industry are considered. The
main focus of our literature is on these factors and with the help of it we find the
reason of brand loyalty and its impact on purchase intention of the customers.

Brand loyalty

Brand loyalty is defined by a number of researchers in different ways. But the

loyalty toward brand is simply the goodwill of a brand in the customers mind or
it’s the preference of a particle product in the customers mind while comparing the
other more likely we can also say it as a repeat purchase behavior of the customer.
Meanwhile Bloemer and Kasper(1995) tells that a brand will be loyal when six
conditions must be fulfilled which are : 1) Biased response of customer for making
purchase 2) Behavioral response means behaviorally shows that makes purchase
with considering the other products 3) Expressed over time means this purchasing
behavior will show more than once 4) Without considering decision making
process 5) Selecting the same products in the presence of other alternative
products 6) a function of psychological process.

Brand name

Brand name is a main factor for the success of the brand. A brand name reveals
many facts about a brand and gives information about it to the customers and also
tells the meaning of the product to customers and potential buyers. Moreover it
provides the well-situated summary for the product to the customers like their
feelings, facts and experience with the brand. A strong brand name will be more
reliable than a weak brand name. According to Cadogan and Foster (2000), “the
outstanding brand names and their images attract consumers to purchase the brand

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Rizwan Qaiser Danish, Muhammad Khalid Khan, Muhammad Muddasar
Ghafoor, Ishfaq Ahmad, Asad Afzal Humayon & Saqib Aslam
and bring about replicate purchasing behavior and reduce price related switching
behaviors”.
People have strong connection with the brand name and brnads. Brands name
helps the customer for purchasing their cars. When people want to purchase a car
there may be many brand names to choose from , but usually people purchase a
car with preference to brand name and company reputation in the market because
of belief and previous understanding (Muhammad Alamgir; Mohammad
Shamsuddoha, Alexandru Nedelea;, 2010).

Brand awareness

Brand awareness means that customer has full knowledge about the product and he
knows the all the good or bad of the product. The brand with high awareness is
highly acceptable and customers don’t refuse the brand they experienced or may
become aware about the brand performance. (Muhammad Alamgir; Mohammad
Shamsuddoha, Alexandru Nedelea;, 2010). Brand awareness has a great impact on
brand loyalty and on the purchase intention, such as a successful brand awareness
increase the sale of the product because consumer normally hesitates to take risk
so they purchase that product that he already knows or he already uses it. Because
a good brand name has a great impact on customers satisfaction or some customer
also make rule to use the brand which is famous in the market. According to
Stokes, (1985), “brand awareness creates a great involvement in the mind about a
particular brand”. Brand recognition means that a consumer can easily identify the
brand name when there is a brand cue, means that consumer easily or correctly
tells about the product when he heard or saw about it. Hoeffler and Keller, (2002)
stated that “brand awareness can be differentiated from depth and the width”.
Depth shows how to make consumer so familiar to recall or identify the brand
easily, and the width expresses understanding during consumer purchasing, how
the brand name will come to their mind at once or creating a brand name so strong
in his mind that it clicks in his mind while purchasing a product of that type.

Brand quality

Perceived quality in the context of service suggest that it is the result of

comparisons that a customer made in his mind as compared to the way that service
has been performed by that product (Caruana,2002; parasuraman et al.., 1994).
Brand loyalty is highly influenced through its quality and it is also helpful in
creating brand image and brand for creating strong brand name in customer’s
minds. Brand quality includes the total number benefits of the product or service.
Consumer use similar product or may switch to other brands and the one main
factor of this behavior is the brand quality when the quality will according to the
customer expectations then he will be more loyal to the brand otherwise may

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 Impact of Brand Loyalty in Assessing Purchase Intentions of a Customer: A
Study of Automobile Industry in South Asian Perspective
switch from it. Brand quality can be very helpful for creating trust on the brand;
brand confidence is the willingness of the average consumer to rely on the brand
performance. Keller (2008), stated “loyalty and trust is very significant for
companies because it shrink the probability of attack from competitors”.

Perceived price

Normally price is something that a customer pays in order to achieve something. It

may be a most important factor which can be helpful for creating loyalty. Different
researchers work through different ways in it such as price is one that consumer
gives or scarifies in order to attain something in return (Athanassopoulos 2000:
Zeithaml 1988). It is normally considered in market that price is an important
strategy that influences demand and company’s profitability. On the other hand
price plays a significant role in changing customer’s decisions in purchasing a
particular product or service or especially in auto mobile industry. Price plays an
important role in customer’s decision in selecting a product or service (4) such as
normally a customer purchase the product when price will meet according to its
standard such as a customer who is conscious about the product then he will see
the costly products because it normally considered that high price will lead to high
quality, or when the price will not be according to customer standard then he will
not purchase it. Price should be set according to customer requirement or after
considering the target customers or according to customer perceived value means
which amount should be price that the customer wants to pay. Price should be
according to the perceived value of the customer, perceived value is the benefit or
outcomes that the customer receives from the brand (Waterson M, 2003).

Brand loyalty and purchase intention

Normally a customer buys a product which is more familiar for it or which is

already used by the customer itself. When a product will be more known to the
customer and there will be a strong good brand image in the mind of customer of it
then customer will be more loyal and he will purchase the same product. Normally
the main objective of the companies is to get high profit or high sale and for
attaining this objective brand loyalty plays a key role or work as a back bone for it.
The consumer normally has a preference to pay money for the product due to its
attributes, image, quality, features and price and they normally are faithful to
purchase the same product and also pass on the same product to other people
(Malik, ghafoor, Iqbal, & Usman Riaz, May2013). Even though experiential
evidence indicates that brand loyalty affects the purchase intention in various
contexts. According to Keller’s (2003) “brand awareness plays an important role
in consumer decision making by bringing three rewards; these are learning
advantage consideration advantage and choice advantage”. Brand name shows the
image or reliability of the product and also very important for intention of

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Rizwan Qaiser Danish, Muhammad Khalid Khan, Muhammad Muddasar
Ghafoor, Ishfaq Ahmad, Asad Afzal Humayon & Saqib Aslam
purchase and loyalty. On the other hand a consumer will be loyal with the brand
when he will be the repeated buyer of the product or will show the attitude of
continuous purchase. Overall, this study investigates whether consumers purchase
intention is linked with brand loyalty, brand name, brand awareness, perceived
price and perceived quality of the brand.

Conceptual framework

The framework shows the relationship of different variables. Such as here we have
5 independent and 2 dependent variables. Researchers can divide the framework
into two categories the first one that shows the relation of different variables such
as brand name, brand quality, brand price and brand awareness with brand loyalty.
Here brand loyalty is dependent variable and the others are independent variables.
The frame work shows the concept that when the brand name will be good or
customer will have a positive image of the brand then he will be more loyal with
the brand or vice versa. Brand quality and brand awareness also matters for
creating loyalty in the customers mind. When the quality will be high customer
will be the repeated buyer of the product or vice versa. Brand awareness shows the
goodwill or fame of the product it shows the knowledge of the customers about the
product when customer will have the complete knowledge of the product then he
will be more satisfied with the product or will be more loyal with the trust. Price
also matters for the brand to be loyal with it. When the price will be reasonable or
according to the value of the product then customer will be more loyal with the
product.

Brand Name

Brand Quality Purchase Intention

Brand Loyalty
Perceived Price

Brand Awareness

Research Model….
The second category shows the relation between brand loyalty and the
purchase intention of the customers. Here brand loyalty is independent variable
and the purchase intention is dependent variable. This relationship shows that
when the customer will be more loyal with the product then he will be a good
customer of the product or he will repeatedly purchase this product or vice versa.

Research hypothesis

The researcher’s hypotheses of the research while considering the framework.

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 Impact of Brand Loyalty in Assessing Purchase Intentions of a Customer: A
Study of Automobile Industry in South Asian Perspective
H1: There is a direct and encouraging relation between brand loyalty and purchase
intention of customer.
H2: Brand name has a considerable straight effect on brand loyalty.
H3: Brand awareness has a positive effect on brand loyalty.
H4: There is a direct and positive relation between brand quality and the brand
loyalty.
H5: Brand loyalty has a considerable positive direct effect on purchase intention.
H6: Brand price has a positive effect on the brand loyalty.

Variables

Variables used as dependent and independent are as follows:

Independent variable:
 Brand Name
 Brand Awareness
 Brand Price
 Perceived quality

Dependent variables

 Brand loyalty
 Purchase intention of the customers

Population

Population may be relatively small and closed, an area or in a valley. Population

can be the people of a specific region or the persons from a specific province and
can also be from the whole country and world. The population of this research is
the citizens of Bahawalpur City of the Pakistan. The following can be the main
characteristics of the population.

Tool for data collection

According to Kazer and Kazer (2011), “differentiation of a crowd together theory,

investigating and evaluating the collected by data model is consider as descriptive
research”. This type of research can apply both qualitative and quantitative
methods. Descriptive research is generally used to explain existing confrontation
and current situation. According to Gravetter and Forzano (2011), the descriptive
research is fortitude of naturally accessible variable or a set of variables.
Furthermore, the descriptive research is simply a process of four steps: first one is
defining the objective, and then designing the approach, after that data collection
and result writing (Vyhmeister, 2009). The significant tools for this type of study

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Rizwan Qaiser Danish, Muhammad Khalid Khan, Muhammad Muddasar
Ghafoor, Ishfaq Ahmad, Asad Afzal Humayon & Saqib Aslam
are: questionnaires, interviews, observations and case study. In this study we
adopted questionnaire as a research tool.
The investigation method has been selected to complete the research. For
primary method survey has been conducted. All these variables are considered to
be as an independent variable and on the other hand purchase intention of the
customer is considered as a dependent variable and all these variables are
calculated by using a five point scale. “The benefit of using this tool is that it
permits the researchers to use a variety of statistical techniques which can be
applied to nominal and ordinal scale data in addition to the arithmetic mean,
standard deviation, product moment correlation, and other statistics commonly
used in marketing researches” (Malhotra, 1999).

Pilot study

A hybrid of self-administered and past researchers’ questionnaire was used to

collect data. Items for brand loyalty and brand quality were taken from Jalilvand,
M Reza; Neda samiei, Syed Hessamaldin Mahdecinia;, (2011). The questions were
made after the review of the literature and according to the product context. The
questionnaire was distributed according to the cluster sampling method and the
questionnaire was distributed in the Bahawalpur city of the Pakistan. For data
collection purpose a random sample of 300 questionnaire was used and 287
respondents after deducting the incomplete ones, showing a 95.66% reply rate
from those who were agreed to take part.

Demographic responses

The respondents’ demographical information presented in a table.

Gender

The first table provides the information about the gender which reveals that 77.4%
responses received from male and 22.6% responses were from female. The
“survey shows greater part of the respondents was from male side and the major
reason of this is because more men drive a car than female in Pakistan, especially
in Bahawalpur. Sample was selected randomly without any bias and all the
respondents were car owners”.

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 Impact of Brand Loyalty in Assessing Purchase Intentions of a Customer: A
Study of Automobile Industry in South Asian Perspective

Chart that shows the result of gender base responses.

Age

Moreover the other table provides the respondents age-group information. “The
first age group (15to 20 years) accounted for 3.5% and next (20 to 25)-years-age-
group accounted for 23.7%, the (25-35)-years-age-group were 51.6% and the (35-
45) years-age-group were 15.3% and above 45 years age group respondents were
5.9%. The bie chart shows it”.

Age

Frequency Percent Valid Percent Cumulative Percent

Valid 15-20 10 3.5 3.5 3.5

20-25 68 23.7 23.7 27.2

25-35 148 51.6 51.6 78.7

35-45 44 15.3 15.3 94.1

above45 17 5.9 5.9 100.0

Total 287 100.0 100.0

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Rizwan Qaiser Danish, Muhammad Khalid Khan, Muhammad Muddasar
Ghafoor, Ishfaq Ahmad, Asad Afzal Humayon & Saqib Aslam

Age of the respondents

Income

The “income table explains the respondents’ income level. Data show that 7%
respondents’ annual income was below 15000 and 7.7% respondents annual
income is between 15000 - 25000 and 21.3% respondents earn annually between
25000-35000and 40.4% respondents’ annual income is between 35000-45000 and
12-9% respondents’ earning annually more than 60000. All respondents have a
different brand car, matching their individual income level”.

Income
Frequency Percent Valid Percent Cumulative Percent

Valid below15000 20 7.0 7.0 7.0

15000-25000 22 7.7 7.7 14.6

25000-35000 61 21.3 21.3 35.9

35000-45000 116 40.4 40.4 76.3

45000-60000 37 12.9 12.9 89.2

above60000 31 10.8 10.8 100.0

Total 287 100.0 100.0

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 Impact of Brand Loyalty in Assessing Purchase Intentions of a Customer: A
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Income level of the respondents

Brand liking and using

This table shows the ratio of the brand the respondents like or use.Such as 67.6%
respondents or citizens of Bahawalpur like the Honda brand and the other 8%
brand like the Suzuki,the other 21.3% respondents like the Toyota brand and the
remaining 3.1% respondents likes the Mitsubishi brand.

Brand I like/use

Frequency Percent Valid Percent Cumulative Percent

Valid Honda 194 67.6 67.6 67.6
Suzuki 23 8.0 8.0 75.6
Toyota 61 21.3 21.3 96.9
Mitsubishi 9 3.1 3.1 100.0
Total 287 100.0 100.0

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Rizwan Qaiser Danish, Muhammad Khalid Khan, Muhammad Muddasar
Ghafoor, Ishfaq Ahmad, Asad Afzal Humayon & Saqib Aslam

Brand liking of the respondents

Factor analysis and reliability

Different tools were used to explain factor investigation separately. The best fit of
data was obtained with a major factor analysis. There are eight items of brand
loyalty four of brand name, two of brand price and five of brand quality and five of
brand awareness and the last five are of purchase intention. For descriptive
research the Cronbach’s should be greater than .70 for considering reliable (Zehir,
Sahin, & Hakan Kitpaci).Cronbach’s a statistics for the study shows an alpha of
0.825 of all the factors. So it shows the reliability of the questionnaire.

Reliability Statistics:

Cronbach's Alpha No of Items

.825 29

Correlation analysis

We calculated mean and “standard deviation for each variable and created a
correlation matrix of all variable used in hypothesis testing, reliabilities and
correlations among all brands used in analysis are shown in table”.

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 Impact of Brand Loyalty in Assessing Purchase Intentions of a Customer: A
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Regression analysis

We have applied regression analysis via SPSS. Brnad name, awareness, price and
quality are independent variable and brand loyalty is dependent variable. Three
variables show the significant result and one is not significant so its hypothesis is
rejected. The following table shows the regression result of the data.

Coefficientsa

Unstandardized Standardized
Coefficients Coefficients
Model
Std.
B Error Beta t Sig.
1 (Constant) .254 .101 2.529 .012

BRAND AWARENESS FINAL .119 .031 .193 3.879 .000

PERCEIVED QUALITY
.408 .051 .420 7.967 .000
FINAL

BRAND PRICE FINAL .018 .051 .019 .355 .723

BRAND NAME FINAL .244 .063 .221 3.876 .000

a. Dependent Variable: BRAND LOYALTY

The result shows that the result of brand awareness, perceived quality and
brand name are significant so these variable will be accepted or the variable that
shows the insignificant result of .723 will be rejected. The beta of first three
variable brand awareness, perceived quality and brand name shows the positive
amount of (BA: .193, PQ: .420 & BN .221). So it shows that the variable shows
the positive effect and the brand price shows the negative effect of the
variable.The positive effect shown by regression table the result of .668 means that
the average output of 66.8% which contribution in building brand loyalty. Further,
21.8% is due to other factors.
The researchers also show the relation of the two other variables in which
brand loyalty is independent variable and the purchase intention is the dependent
variable. The table shows the following result.

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Rizwan Qaiser Danish, Muhammad Khalid Khan, Muhammad Muddasar
Ghafoor, Ishfaq Ahmad, Asad Afzal Humayon & Saqib Aslam

Coefficientsa

Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.325 .085 15.560 .000

BRAND LOYALTY FINAL .269 .051 .299 5.286 .000

a. Dependent Variable: PURCHASE INTENTION

FINAL

The table shows that the variable is significant and its beta also shows the
positive effect of the variable.Its regression is also in positive means that it has a
direct effect on the purchase intention of the customer.

Hypothesis Summary

Hypotheses Hypotheses statements Accepted Rejected

HI Relationship between brand loyalty and 
purchase intention
H2 Relationship between brand awareness and 
brand loyalty
H3 Relationship between brand name and 
brand loyalty
H4 Relationship between perceived quality and 
brand loyalty
H5 Relationship between brand price and 
brand loyalty
H6 Effect of brand loyalty on purchase 
intention

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 Impact of Brand Loyalty in Assessing Purchase Intentions of a Customer: A
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Conclusion

In conclusion the paper shows the effect of different variables on the purchase
intention of the customers. After research we conclude that five of its hypothesis
are accepted means that the first hypothesis which was “There is a positive relation
between brand loyalty and purchase intention of customer” was accepted after the
research means that purchase intention is normaly made or the customer repeatedly
purchase the product for showing loyalty with the product.The second hypothesis
which was “Brand name has a significant direct effect on brand loyalty” is also
accepted after the research has been made on it or after the data have been paste on
it.Its regression shows the positive effect and it is also significant so it shows the
positive relation of the variables. The third hypothesis is also accepted which was”
Brand awareness has a positive effect on brand loyalty”. Only the forth hypothesis
which was “Brand price has a direct effect on the brand loyalty” was rejected its
regression shows the negative result and it also shows the insignificant in its data.
Fifth hypothesis which was “There is a direct and positive relation between brand
quality and the brand loyalty” was also accepted and showed the positive result of
regression analysis. The last hypothesis made by the researcher was “Brand loyalty
has a significant positive direct effect on purchase intention” was also accepted
after the study had been made on it. It shows the significant result and after
applying statistical tools means after checking its reliability through the regression
we put data on SPSS and get the favorable result.
This study was designed for different reasons the first and main reason was to
investigate the effect of brand loyalty on purchase intention of the customers in
automobile industry. Automobile industry is choosen for several reasons. First
brand involvement is high in automobile brands second brand name is considered
largely in such sector and the main reason is the quality which matters .The
automobile comes in special products means that a normal man purchase it only
once or twice in whole of the life. Understanding and managing brand loyalty is
very much important in durable goods such as automobile industry, in which
product involves large profit margin on the One hand and on the other hand it
involves long placement cycle for the customers.So it is very challenging for the
industry to ensure that consumer will repurchase the same product after some time
spend or after the need will be again arises for the product.

Recommendations

 It is recommended for the success of brand image, perceived quality, and

brand availability is very significant.
 Favorable brand awareness will also be positive for consumer acceptance
increasing the appeal of the new product.
 Develop a brand name or logo that can be distributed widely.
 Keep information about the marketplace trends and forces

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Rizwan Qaiser Danish, Muhammad Khalid Khan, Muhammad Muddasar
Ghafoor, Ishfaq Ahmad, Asad Afzal Humayon & Saqib Aslam
 Build a continental strategy based on compiling idea.
 Considered the other elements or variables such as brand trust and
communication for checking the loyalty

Limitations of the study

 The descriptive statistics is the only tool used to examine the data, no
steps had been taken to use inferential statistics. There may be some kind
of inconsistency in the general result if it is verified by inferential
statistical techniques.
 A few variables were considered here the other variable such as brand
trust, brand communication and purchase intention of the product.
 Data collected from respondents who live in the same area, so our result
is not generalizable to other areas, regions or cultures.
 Our sample size is limited; with large sample size interesting results
would be obtained.
 Data are collected from 300 respondents.

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Biographical Note

Dr. Rizwan Qaiser Danish is Assistant Professor, Hailey College of Commerce,

University of the Punjab, Lahore, Pakistan.
Dr. Muhammad Khalid Khan is Assistant Professor, Hailey College of
Commerce, University of the Punjab, Lahore, Pakistan.
Dr. Muhammad Muddasar Ghafoor is Assistant Professor, Department of
Commerece, University of the Punjab, Gujranwala Campus, Pakistan.
Dr. Ishfaq Ahmad is Assistant Professor, Hailey College of Commerce,
University of the Punjab, Lahore, Pakistan.
Dr. Asad Afzal Humayon is Assistant Professor, Management Science, Vehari
Campus, Vehari, Pakistan.
Saqib Aslam is Institute of Business and Finance, NUML, Lahore, Pakistan.
_______________________________

364 A Research Journal of South Asian Studies

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