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PGBM161 - MBA Management/Dissertation Project
Acknowledgements
This Dissertation was completed under the careful supervision of Mr Frankie Lim, who is a very
knowledgeable and professional tutor, and more importantly, he is very patient and has always
supported me by conveying his valuable knowledge and experience to me when I encountered
difficulties. His down-to-earth personality has had a profound impact on me, not only in terms of
equipping me with basic research theories, but also in terms of giving me a lot of strength.
I didn't think I would be able to complete this 18-month study journey successfully because I had
a very difficult time at work after university and I was very confused. After discussing the matter
with my parents, I firmly chose MDIS as the starting point of my new journey, which made me
feel very lucky. It was my first time to leave my home country and come to this strange country of
Singapore by myself, and I have come to love this country from the bottom of my heart, thanks to
the warmth of the teachers at MDIS, the good learning environment and the kindness of my
classmates.
This journey has not only given me knowledge that will benefit me for the rest of my life, but has
also given me the courage and motivation to face life and work in the future. I would like to
express my heartfelt thanks to MDIS School and my tutor Mr Frankie.
In addition, I would like to thank my parents for their complete support and understanding when
everyone else was puzzled by my decision to quit my job and choose to study again, without them
I would not have had the opportunity to write this dissertation.
Finally, I would like to thank all the respondents who were willing to spend time on the
questionnaire and helped me to complete this Dissertation.
18 months is not too short or too long, but the feelings I have had cannot be expressed in words, I
will always remember this time and wish the teachers at the school and my fellow students all the
best for the future.
Commented [FL5]: lecturer
Commented [FL6]: lecturer
Commented [FL7]: d
Abstract
The brand image of the smart home industry plays an important role in customers' purchase
decisions. This study aims to explore the influence of smart home brand image on customer purchase
decisions and reveal the key factors. Through the literature review and questionnaire survey, we
found that brand reputation, brand evaluation, and brand equity are the key brand image factors that
affect customers' purchasing decisions. The results show that customer evaluation of brand are
important drivers of purchasing decision, and the characteristics and values in brand image have a
positive impact on purchasing decision. Therefore, smart home enterprises should pay attention to
brand building and brand image building, so as to improve customers' trust and praise of their
products and services, so as to promote the formation of purchase decisions and achieve commercial
success.
Commented [FL8]: could be a more detailed critical
succinct summary
Table of content
Abstract
Chapter 1: Introduction & Research outline
1.1 Project background of industry and current situations
1.2 Identification of research problem; research aims and research purposes
1.3 1.1 Research questions and Research objectives
1.4 Scope of the study
1.5 Structure of the study
1.6 Chapter summary
Chapter 2: Key concepts and Literature Review
2.1 Key concepts
2.1.1 Definition of the Consumer behavior
2.1.2 The influencing factors of consumer behavior
2.1.3 Trend of purchasing behavior of consumers
2.2 literature review
2.2.1 Literature on brand image
2.2.2 Literature on the Technology Acceptance Model (TAM)
2.3 Summary
Chapter 3: Research Methodology
3.1 Research Philosophy
3.2 Research Approach and research method
3.2.1 Research approach
3.2.2 Research methods
3.3 Research strategy
3.4 Sampling Technique
3.5 Sample size and Selection
3.6 Data Collection and Gathering Method
3.7 Data Preparation and Presentation
3.8 Data analysis
3.9 Chapter Summary
Chapter 4: Data Analysis and Interpretation
4.1 Quantitative Data Analysis
4.1.1 Variance Analysis
4.1.2 Descriptive Statistics
4.1.3 Reliability Analysis
4.1.4 Correlation Analysis
4.2 Qualitative Data Analysis
4.2.1 Thematic Analysis
4.2.2 Case-Based Analysis
4.3 Integration of Quantitative and Qualitative Findings
4.3.1 Quantitative Insights: Unveiling Statistical Patterns
4.3.2 Qualitative Narratives: Illuminating Contextual Realities
4.3.3 The Synergy: Crafting a Comprehensive Perspective
4.4 Chapter Summary
Commented [FL9]: could be placed before Table of
Content
Commented [FL10]: each chapter should have an
introduction and summary at the end.
Commented [FL11]: L