An Analysis of the Impact of Branding on Consumer

Purchasing behavior in the Automobile Sector: A Case

Study of Toyota

Student Name:
Student ID:
Date:
Word Count: 2500

1
Table of Contents
Part Three: Research Methodology............................................................................................3

Introduction............................................................................................................................3

Research Design.....................................................................................................................3

Research Paradigm.................................................................................................................4

Research Approach................................................................................................................4

Deductive Approach...........................................................................................................4

Qualitative Research Approach..............................................................................................5

Research Strategy...................................................................................................................6

Data collection method..........................................................................................................7

Secondary Data..................................................................................................................7

Sampling................................................................................................................................7

Ethical Considerations...........................................................................................................8

References................................................................................................................................10

2
Part Three: Research Methodology
Introduction
The research methodology is a systematic procedure to state the difficulties which will
emerge during the study. The term "research" can be described as "the process of gathering
data and details." Information, as well as its evaluation, is required for the enhancement of
knowledge in any area (Newman and Gough, 2020). Researchers use systematic
methodologies in researching to find answers to both theory and practice concerns. A study
led to the improvement of the knowledge base even more by making a new contribution to
the existing range of evidence. Research, examine, and analyze to discover the answers.
In simple terms, research is a method of gaining knowledge by applying qualitative or
quantitative techniques to solve problems.
Research is indeed a deliberate technique for extension and theory development. A particular
target might also be recognized and solved more efficiently. The research methodology is
important because the user can check the data's validity and reliability during the method. A
researcher can discover much more about primary explanations and relationships using the
methodologies of research. A researcher aims to draw a conclusion and make a valid
judgment that is influenced by the research methodologies utilized.
Research Design
A thorough description of goals and objectives, and also related research questions, is the
place to start for effective research design. Such essential beginning stages result in major
decisions about the type of study, analysis plans, and skilled execution within set timelines
and budgets. The research study takes form by choosing suitable permits users to input based
on well-defined research questions, collect necessary data, and reach conclusions based on
well-planned studies.
The structure of the market research technique that a researcher chooses is known as the
research design. Due to the obvious researchers' design, researchers can use the best
appropriate methodology for such research and execute their studies successfully. A
research design can be qualitative, quantitative, or a mixture of the two (Rinjit, 2020). These
studies can implement a variety of approaches of the research or the research
approach that include experimental research and statistics. Design of experiments, selection
of the topic, and descriptive research are instances of research method types. It is essential to

3
remember that research designs require the collection of data, assessment, and evaluation by
using relevant tools.
Research Paradigm
A research paradigm is a technique or paradigm for collecting data that has been approved by
the research field that has been used for thousands of years (Nayak and singh, 2021). The
majority of these study paradigms originate from two research approaches the positivist
method and the interpretivism method. Each proposed research utilizes one of the research
philosophies as a guide for developing research methodology and conducting all the research
studies most validly and appropriately. But there are two basic paradigms, and several other
paradigms have emerged from all these, mainly in the research methodology.
Since there are two main perspectives, several other paradigms have emerged from all these,
especially in the proposed research. The mixed-method research methodology is something
that has emerged in recent years. In dissertations, the quantitative research method is the
method of choice for conducting research. For even more than a half-decade, all the
researchers have argued the best methodology to use, which has contributed to the emergence
of the mixed-method paradigms or mixed-method methodology.
Research Approach
Research approaches are research plans and procedures that include all from basic ideas to
detailed methods used for data collection, evaluation, and presentation. This plan requires
multiple decisions, that would not have to be taken in the interest of making logic and are
described properly (Pandey and Pandey, 2021). The overall decision involves choosing how
and where to teach/study the subject. This choice must be influenced by the researcher's
underlying assumptions, processes of inquiry, and particular research methods of data
gathering, processing, and presentation.
The deductive research method is chosen for the present study since it provides for the best
synthesis of the data collected. The rationale to use a deductive research approach would be
that no new theories have been developed as a consequence of this research, hence, there
is no need to use an inductive approach for the research.
Deductive Approach
This is a prevailing study approach in the scientific method wherein principles serve as a
basis for interpretation, allowing for the prediction of phenomena, predicting their
occurrence, consequently, it also allows for their management (Nayak and singh, 2021). It is
based on concept, and hypotheses are created to anticipate the relationship between variables,

4
which get tested utilizing qualitative data and quantitative data. As per the study, the
deductive approach is more affected by positivism, which would be consistent with the
philosophy of the research.
The deductive method has several important characteristics. Initially, a hypothesis is
developed about the connection among two or more independent variables from the concept;
thus, the writer could use a deductive approach to study the relationship between
development and success. Another distinguishing characteristic is the collection of
quantitative data. Another important feature is the use of filters to ensure data validity. Such
constraints help to determine whether data are acceptable for evaluating claims or for
something else. Some other important aspect of the deduction would be that concepts must be
actualized in allow for truths to also be evaluated qualitatively. So, the researcher may
describe design and quality, as described in the proposals in chapter two, and afterward,
evaluation is done in the framework of Toyota which is mainly on the analysis of the impact
of branding on consumer purchase behavior.
Qualitative Research Approach
Qualitative research entails gathering and interpreting non-numerical information to better
understand ideas, opinions, or emotions. This can be conducted to obtain in-depth views
together into a problem or to generate new research topics. Qualitative research involves
learning more about how people see the environment. Although there are numerous
approaches to qualitative research, they all share the versatility of retaining rich significance
when interpreting information (Rungsrisawat et al., 2019). Theoretical framework,
ethnographic, active experimentation, phenomenological study, and narrative research are all
popular approaches. They have some connections but generally emphasize different aims and
viewpoints.
The qualitative research methodology method would be used to analyze the data to assist in
the gathering of information first from viewpoint of the firm's operations. Since the research
aims to obtain information on brand image and its impact on CPI in the automotive industry,
it is essential to conduct studies among some groups to assist in comparisons. This method
will also help in making assumptions of the theoretical information, which would assist in
finishing the data study, that would help to identify the relationship between both the data
provided.
To understand the consumer purchasing behavior of the company Toyota, the qualitative
research approach was used with a semi-structured conversation (Morgan and Liker, 2020).

5
As per the interview results, purchasing a car is a vital topic for consumers, hence why they
preferred to go into an analysis based on information they gathered to identify the best one
for themselves. The thesis also depicted a range of vital issues and challenges that consumers
experienced while selecting a car from Toyota as this company provides the best quality and
services compared to the other ones. Consumers' age, profession, gender, economic status,
mindset, personality, and image all played an important role in their purchase decision. The
results of interviews also indicate that the consumers' buying decision was heavily influenced
by their partner's suggestion, instead of the cost, model, and characteristics of the company
Toyota.
The qualitative research method is taken in this dissertation to understand better the customer
purchasing behavior in Toyota's automobile sector. Interaction research of Toyota consumers
is carried out to analyze their purchasing behavior and judgment (Rambabu and Porika,
2020). To understand the consumers' views when buying a car, a semi-structured
interviewing session will be conducted. Together with surveys, the most current Toyota
annual reports, publications, internet sites, and papers are being used to gain a deeper
understanding of image and purchasing behavior. Toyota was selected for the research based
on the set of parameters.
Research Strategy
As indicated in the previous sections, the research will follow a qualitative approach, using
Toyota's real case example and secondary material from the library. The qualitative strategy
will depend on secondary resources and decision-making to conduct the research. The
important words will be used in the Google Scholar database to help find the relevant ones
and to complete all the content. Research strategy is another method in the Toyota Company
case (Haralayya, 2021). This technique generates findings experimental or perception. For
instance, the corporation may well have evaluated various models that usefulness raised
worries regarding expected outcomes as evidenced by their behavior.
A specific case is commonly utilized and represents a severe or extreme case. It could also be
chosen to allow for the collecting and analyzing data on a phenomenon that no one else has
learned previously. The rationale for using multiple cases is to establish if the results of the
first case apply in those other cases and, as a consequence, to make assumptions from these
results. The researchers have argued that multiple research papers may be preferable to a
single case. For these reasons, the author chose a comparative case study strategy because the
phenomenon was happening in another firm, and the writer needed to extend it possible to

6
correlate Toyota and General Motors (Mathur et al., 2018). An integrative case is one where
the researcher is only engaged in the company overall. And, if the researcher wishes to study
the availability of relevant within the organization (like in this thesis, the consumer, the R&D
department, and higher management), this is called an embedded study case, which would be
the method chosen by several researchers.
Data collection method
Secondary Data
Secondary data is the information collected earlier by someone for a different purpose.
Secondary data can be a precious resource for answering the research question or achieving
goals. Unfortunately, this has limitations in terms of interference, reliability, and
applicability, which will be discussed in detail later. Public libraries are yet another good area
to check for data collection for this study (Cr, 2020). Public libraries have records of
previously conducted important research. They are a storehouse of crucial data and
documents out of which information can be extracted. The services provided by such libraries
vary from each other. Libraries often have a large collection of government reports with
market data, and also a large collection of business directories and publications. The
importance of collecting information from academic institutions for secondary sources is
frequently overlooked. Conversely, universities and colleges conduct more research than
every business sector. Universities mainly collect the data for primary research objectives.
Companies or organizations, on the other side, can contact academic institutions and request
data from them.
These facts could be used to estimate future results and generate theories for those other
kinds of research, such as primary research, where a hypothesis is evolved and information is
recorded through survey questions, discussions, experimenting, and reflection, or secondary
research, wherein secondary obtains the data impact to the research (Gokhale et al., 2021).
This data can be acquired via magazines, company reports, as well as other sources.
Secondary data is an essential resource in this research and plays a vital role throughout
the project. Various authors' ideas and secondary data have been used to construct the
data about consumer behavior, management of the company, reliability, environmental
protection, and impact on the branding of Toyota. They are primarily used in the review of
the literature and are obtained from textbooks, periodicals, related articles, and website
reports.

7
Sampling
The act of identifying and selecting a small group of subjects, occurrences, or behavior from
a community for analysis in a manner in which the chosen individuals, occurrences, or
behavior reflect the entire whole population from that they are drawn is known as sampling.
It is also the way of selecting samples from a population (Chukwu et al., 2019). Sampling is
an important role in academic experiments since the community is generally too big to
examine in its entirety for most of the research which can be in thesis format. This was
confirmed by stating that during sampling, just a portion of the community that represents the
population is selected. That's because of other limitations such as resources and time.
The use of inclusion and exclusion criteria provides even greater efficiency by executing only
the relevant parts of the procedure. As a consequence, the planning process can be enhanced
and all the consumer purchasing methods can be checked so that the company can follow
them accordingly. Customer orders are fulfilled on occurring as a consequence of improved
performance, which leads to increased customer satisfaction. It should result in a higher level
of company Toyota. 
Ethical Considerations
The ancient Greek intellectual study of moral living is the basis of ethics. It refers to the set
of ideas that really can alter prior decisions and actions (Zvidzayi, 2020). Ethics is said to be
the branch of psychology that works with the mechanics of making decisions about what is
right and what is wrong. Personal, community and social ethics govern science research work
like they do most with human endeavors. Study ethics includes requirements for daily work,
human integrity protection, as well as the publication of research findings. Analysis of the
data, peer evaluation, data analysis, management decision, as well as other research fields
was successfully eliminated in the experimental setup. The study was conducted honestly and
logically. To ensure that the study stays relevant, all assumptions were eliminated. Any
professional or personal problems that could affect the study already are addressed in the
initial sections.
Expertise and careful study have indeed been used. All careless errors were eliminated, and
the information was properly reviewed (Snyder, 2019). All data, comprising study, data
collection, and research methodology, were accurately documented. Age, gender, nation,
religion, or another factor apart from the study is secured by study. The research was
completed properly, and information fraud was prevented. This study safeguards the security
and privacy of personal and sensitive information such as papers, resources, press contacts,

8
state and trade secrets, patient records, and other papers. All information, including ideas,
approaches, resources, and outcomes, was collected from reliable sources.
This research was completed and well compiled. This investigation did not waste any money
or time. The validity was maintained during the research. All rules and laws have been
observed to achieve genuine results. The inquiry was performed to achieve sincerity, honesty,
and genuineness. This research didn't even look into other factors that affect purchase
decisions, such as customer perceived value devotion (Souki et al., 2018). This study was
conducted at a solitary private entity, Toyota, and thus cannot be extended to certain other
private firms in the automobile market. Because of test happened at a single point in time, it's
indeed difficult to say if the findings are all still true in the long term (Rambabu and Porika,
2020). A large study might provide a conclusive response of whether industry research result
is still relevant in the long run or not. 

9
References
Chukwu, B.A., Kanu, E.C. and Ezeabogu, A.N., 2019. The impact of advertising on

consumers buying behaviour. International Journal of Arts and Commerce, 8(1), pp.1-15.

https://ijac.org.uk/articles/8.1-1.1-15.pdf
Cr, K., 2020. Research methodology methods and techniques.
http://14.99.188.242:8080/jspui/bitstream/123456789/12457/1/Research%20Methodology
%20-%20Methods%20and%20Techniques%202004.pdf
Gokhale, A., Mishra, A. and Veluchamy, D.R., 2021. Factors Influencing Purchase Decision

and Consumer Behavior in Luxury Cars. Dogo Rangsang Research Journal, 11(7).

https://www.researchgate.net/profile/Ramar-Veluchamy-3/publication/
353444488_FACTORS_INFLUENCING_PURCHASE_DECISION_AND_CONSUMER_B
EHAVIOR_IN_LUXURY_CARS/links/60fd3771169a1a0103b63e26/FACTORS-
INFLUENCING-PURCHASE-DECISION-AND-CONSUMER-BEHAVIOR-IN-LUXURY-
CARS.pdf
Haralayya, B., 2021. Consumer Buying Behavior With Reference to Bajaj Auto Ltd. Iconic

Research And Engineering Journals, 5(1), pp.131-140.

https://www.researchgate.net/profile/Dr-Haralayya/publication/353142687_Consumer_Buyin
g_Behaviour_with_Reference_to_Bajaj_Auto_Ltd/links/60e952feb8c0d5588ce66599/
Consumer-Buying-Behaviour-with-Reference-to-Bajaj-Auto-Ltd.pdf’
Mathur, D., Bhardawaj, A., Pandey, A., Oberoi, A. and Rani, D., 2018, January. Consumer
buying behaviour of cars in India-a survey. In 1st International Conference on New Frontiers

in Engineering, Science & Technology, New Delhi, India (pp. 468-473).

https://www.researchgate.net/profile/Dhruv-Mathur/publication/327070602_Consumer_Buyi
ng_Behaviour_of_Cars_in_India_-_A_Survey/links/5b76b11d299bf119f652739e/Consumer-
Buying-Behaviour-of-Cars-in-India-A-Survey.pdf
Morgan, J.M. and Liker, J.K., 2020. The Toyota product development system: integrating

people, process, and technology. Productivity press.

https://www.taylorfrancis.com/books/mono/10.4324/9781482293746/toyota-product-
development-system-james-morgan-jeffrey-liker
Nayak, J.K. and Singh, P., 2021. Fundamentals of research methodology problems and

prospects. SSDN Publishers & Distributors.

10
http://dspace.vnbrims.org:13000/jspui/bitstream/123456789/4653/1/Fundamentals%20of
%20Research%20Methodology_Nayak.pdf
Newman, M. and Gough, D., 2020. Systematic reviews in educational research:
Methodology, perspectives and application. Systematic reviews in educational research,

pp.3-22. https://library.oapen.org/bitstream/handle/20.500.12657/23142/1007012.pdf?
sequence=1#page=22
Pandey, P. and Pandey, M.M., 2021. Research methodology tools and techniques. Bridge

Center. http://dspace.vnbrims.org:13000/jspui/bitstream/123456789/4666/1/RESEARCH
%20METHODOLOGY%20TOOLS%20AND%20TECHNIQUES.pdf
Rambabu, L. and Porika, R., 2020. Packaging strategies: knowledge outlook on consumer

buying behaviour. Journal of Industry-University Collaboration, 2(2), pp.67-78.

https://www.emerald.com/insight/content/doi/10.1108/JIUC-10-2019-0017/full/html
Rinjit, K., 2020. Research methodology.
http://14.99.188.242:8080/jspui/bitstream/123456789/11658/1/Research%20Methodology
%20A%20Step-by-Step%20Guide%20for%20Beginners%20by%20Ranjit%20Kumar
%20%28z-lib.org%29.pdf
Rungsrisawat, S., Joemsittiprasert, W. and Jermsittiparsert, K., 2019. Factors determining
consumer buying behaviour in online shopping. International Journal of Innovation,

Creativity and Change, 8(8), pp.222-237.

https://www.ijicc.net/images/vol8iss8/8814_R1ungsrisawat_2019_E_R.pdf
Snyder, H., 2019. Literature review as a research methodology: An overview and

guidelines. Journal of business research, 104, pp.333-339.

https://www.sciencedirect.com/science/article/pii/S0148296319304564
Souki, G.Q., De Oliveira, R.L.P., Isabella, G. and Silva, J.T.M., 2018. The impact of global
perceived quality on the behaviour of automobile’s consumers. Revista Brasileira de

Marketing, 17(3), pp.429-443.
https://www.redalyc.org/journal/4717/471759751010/471759751010.pdf
Zvidzayi, J., 2020. An investigation into the synergy of the root cause analysis and Poka
Yoke at suppliers of Toyota South Africa Manufacturing (TSAM) and a cable manufacturing
company in South Africa. In 2nd African International Conference on Industrial Engineering

and Operations Management, IEOM 2020 (pp. 2463-2473).

http://www.ieomsociety.org/harare2020/papers/573.pdf

11