The assignment discusses the significance of a good brand name in attracting customers and increasing sales. It provides an in-depth analysis of Apple's brand and offers recommendations for the company to improve its market strategies, train staff, and use promotional techniques to attract more consumers.
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RESEARCH PROJECT
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Table of Contents PART 1............................................................................................................................................1 CHAPTER 1: INTRODUCTION...........................................................................................1 CHAPTER 2: LITERATURE REVIEW................................................................................2 CHAPTER 3: RESEARCH METHODOLOGY....................................................................4 CHAPTER 4: TIMESCALE AND GANTT CHART............................................................6 REFERENCES................................................................................................................................7 PART 2............................................................................................................................................8 DATA ANALYSIS...............................................................................................................8 REFLECTION, CONCLUSION & RECOMMENDATION..............................................17
PART 1 CHAPTER 1: INTRODUCTION Title: “The impact of brand name on consumer decision making process: A case study of APPLE” Brand is determine as a name, terms, designs, symbols and other related features which distinguish companies from one another. Majorly brand is used by firms for business marketing and advertisement so that company can establish themselves uniquely from their rival firms. The concept of branding is not new as its was begun with ancient Egypt as since then it is used as process of marketing and communication. Other than a memorable logo, if a company has good branding than it adds value to a company as this assist in attracting a large number of customers in quick time whether it is giving a fair deal or not. Apple is a renowned multinational technology company throughout the globe and deals in manufacturing and selling consumer electronics, computer software etc. Most popular products of Apple includes iPhone, iPad, iPod, Smart watches etc. The organisation is popular for its innovative products and influence branding of their services and products within the market. Therefore, the research is based on how brand name can have an impact on decision making process of customers. The entire concept will be supported by a literature review and furthermore based on questionnaire a research will be conducted so that opinions of customers can be collected and evaluated for getting a valid conclusion. Background of the Research Each company establish there business in order to get maximum benefits and for this, it is crucial that firm manufacture goods and products according to the needs and wants of customers. Thus, brand image or logo plays a crucial role for companies so as to attract a large number of customers towards them. Therefore, it is important that company have effective marketing strategy which can carry out an impact on the minds of customers because branding set emotions and ideas for consumers. Thus, for companies, in order to survive in the market for a longer of time, it is essential that company manufacture goods and products according to the choices and preferences of customers. Henceforth, in this modern society, brand not only tend to represent product of a company but it has a strong association in relation to perceived quality, social class and consumer's life style. It can be said that in order to make a brand more popular consumers 1
play an important role as they are the who give views and feedbacks for a related brand. With the help of this research, research will tend to find out the impact of brand name on consumer's decision making. Therefore, in order to know whether brand can influence the mind of consumers while purchasing goods and products are mentioned in this report. As Apple is a big brand and products that are provided are attractive hence, it can be seen that people often by products because of the brand name they perceive. Aims:“The impact of brand name on consumer decision making process: A case study on APPLE brand.” Objectives: To determine the concept of Brand. To identify relation amongst brand and consumer decision in Apple. To analyse the impact of brand name on consumer's decision making for Apple. Research Questions: What is the concept of Brand? What is the relation amongst brand and consumer decision in Apple? What is the impact of brand name on consumer's decision making of Apple? CHAPTER 2: LITERATURE REVIEW Concept of Brand In this rapid changing world, brand is consider as a tool that change the behaviour of a consumer's purchasing power or decision making. There is a difference between product and a brand, former is what which is manufactured by a company in order to improve their sales and profitability whereas latter one is something which is bought by consumers. Therefore, it can be said that products may lose its position but brand is forever and it is timeless. It has been analysed, to become a reputed brand, company needs time because it is a long process. Brand is a combination of name, design and symbols in order to resides in the mind of consumers. Some people may not know about some of the brand as they are not so good as compared to other but some brands like Apple denotes a high degree of awareness. According to the viewpoint ofAaker and Biel (2013), brand represents a symbolic value that assist consumers in choosing the best products as per the needs and wants of consumers. For example: iPhone X manufactured by Apple is most popular because of the features which are in- build in the phone. Therefore, as company is providing effective product and services to its 2
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clients thus, it is helping them in gaining loyalty of customers. In addition to this, organisation are focussing on knowing the nature and behaviour of consumers so that goods and products can be developed according to the needs and wants. Moreover, in order to become a popular brand company goes through past experience of customers in order to know what was right and what are the drawback which should be look after so as to give an effective products. Impact of brand name on consumer's decision making for Apple As per the point of view ofBrodie and et. al., (2013), now a days customers have good knowledge about a brand or products that are being manufactured by a company. Thus, some of the consumers are specific about their brands as they have appropriate information. Therefore, it can be evaluated that brand is very valuable for companies and it needs to be managed properly in order to gain better outcomes. Apple has a huge impact upon consumer's mind and even if the products that are manufactured are sold at high price customer go and purchase their goods. For example: Samsung is considered as a great competitor of Apple which follows a strategy of providing customers with low cost phones whichhave same features just like Apple. Still, customers are preferring Apple products because of its brand because of its brand and reputation all over the world. Moreover,perceptionofconsumersalsomatterinthis,becausebranddenotesa reputation about the person who are using its products because it shows status and lifestyle of a person. For example: Most of the consumer view Apple brand as a product of quality and even if the prices are high consumer prefer to buy the phone of the same brand. Other than this, while making a decision customers look at to Six Dimensions of Brand and these areattributes:a popular brand conveys certain attributes in the minds of customers which is basically of prestige. Benefits:whether purchasing their products will provide them benefits or not.Values:Under this, customer tend to find out if a respective brand will add value to their lifestyle or status. Culture:Response for a brand shows the culture of the targeted audience for example: if customers are satisfied with the product than it will be beneficial for the organisationor vice- versa.Personality:Now a days, people opt brand in order to showcase their personality and as Apple is a renowned company therefore, people believes that purchasing their product will enhance their personality.User:This shows the number of user who are associated with the brand. 3
Therefore, all the factors that are mentioned above plays a crucial role in putting the impact on the customer's mind while making any kind of decisions. Relation amongst brand and consumer decision for Apple According to the view point ofGodey and et. al., (2012),Brand, in the eyes of customers are perceived quality which are determine by the perception of customers whether the product is superior in quality or not. Therefore, for most of the consumer brand is the fundamental reason of purchasing a product. Brand name plays a significant role in capturing the central theme that are associated with the product or brand. Henceforth, brand name is determine as the effective source of communicating with customers as through this customer can get influenced and make decision whether they want to purchase their goods or not. As Apple is a renowned company and products that are provided by them to its customers are of best quality. Thus, this is the reason why most of the people prefer buying their electronic goods. Main reason behind this, is because of Apple perceived quality, moreover, way of response company gets from its customers also changed the perception and puts an impact on decision making. CHAPTER 3: RESEARCH METHODOLOGY Research methodology refers to theoretical and systematic analysis of methods which are applied to filed of study. It comprised theoretical analysis of body of principles as well as methods which are related with knowledge branch. It is a procedure to gather data or information for aim of making effective business decisions. In research, methodology includes surveys, publication research, interviews and some of the other research techniques which can provide the historical aspects along with present information. Type of investigation It refers to tools which one uses to conduct an investigation. It is most necessary componentsof research methodology as it describesan effective method of conduct an investigation. Under this, qualitative and quantitative are two different research methods. Under qualitative method, data is measured in terms of quality observing human behavior and opinions. It is helpful in gain underlying opinions, motivations and reasons. It aids in give an insight in to issue to create hypothesis or ideas. On the other hand, quantitative research is measured in contexttofactsandfigures.Itissystematicobservableresearchthroughmathematical, 4
computational and statistical technique. Under this, given investigation, researcher uses the qualitative research method. Data collection Data collection refers to a way to gather relevant and accurate information about specific topic of an investigation. There are two different type of data collection methods primary and secondary. In primary method, data is gathered for first time period and also not used already. Different sources of primary data collection tools are questionnaire, interviews, observation, surveys etc. On the other hand, through secondary method, researcher can gather already published data from books, journals, internet etc. In context to gather information about specific topic of research, investigator will use the questionnaire method for primary data collection. It is helpful in gathering data or information in detailed manner about specific topic of research. Research analytical techniques An analytical technique is a method or process for analyze some issue, facts or status. Usually, these are task and time limited. It is helpful in resolve the particular problem related to topic. With the help of this, an investigator will be able to analyzing the problems which can be arise in research and also can develop negative affect on outcomes. Through this, researcher can make the solution of all problems and also will able to deal with them in significant manner. Gap analysis is an effective analytical technique which a researcher can intended to be use. It includes comparison of actual performance with the desired performance. It is explained as topic for which the missing information or data limited ability to reach a conclusion for question. An investigation explains as gap that limit capabilities of the decision makers from taking effective decisions.It is an effective method of determining differences in performance among existing and desire performance to meet specific objectives of business. 5
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REFERENCES Books & Journals Aaker, D. A. and Biel, A. L., 2013.Brand equity & advertising: advertising's role in building strong brands. Psychology Press. Brodie, R. J. And et. al.,2013. Consumer engagement in a virtual brand community: An exploratory analysis.Journal of business research.66(1). pp.105-114. Godey, B. and et. al., 2012. Brand and country-of-origin effect on consumers' decision to purchase luxury products.Journal of Business research.65(10). pp.1461-1470. Horng, J. S. and et. al., 2012. Understanding the impact of culinary brand equity and destination familiarity on travel intentions.Tourism management.33(4). pp.815-824. Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand equity, and the marketing mix. InFashion Branding and Consumer Behaviors(pp. 113- 132). Springer, New York, NY. Lim, Y., Chung, Y. and Weaver, P. A., 2012. The impact of social media on destination branding: Consumer-generated videos versus destination marketer-generated videos. Journal of Vacation Marketing.18(3). pp.197-206. Plassmann, H., Ramsøy, T. Z. and Milosavljevic, M., 2012. Branding the brain: A critical review and outlook.Journal of Consumer Psychology.22(1). pp.18-36. Schmitt, B., 2012. The consumer psychology of brands.Journal of Consumer Psychology.22(1). pp.7-17. Singh, D., 2013. The brand personality component of brand goodwill: some antecedents and consequences.Brand equity & advertising: Advertising's role in building strong brands, pp.83-96. Solomon, M. R. And et. al., 2014.Consumer behavior: Buying, having, and being(Vol. 10). London: Pearson. 7
PART 2 DATA ANALYSIS Data analysis describes process of inspection, cleansing, transforming and modelling data or information with an aim of searching useful information, conclusion as well as supporting the decision making. Researcher do the analysis of collected data at workplace. In report, in order to collect the primary data, questionnaire tool to accumulate information in significant manner. QUESTIONNAIRE Name: Age: Gender: Contact no.: Address: Q1) Are you aware about concept of brand? a) Yes b) No Q2) Does effective brand name help Apple organisation to influencing decision making power of buyers? a) Agree b) Disagree Q3) What are the various ways through which Apple can make its brand popular among its target customers? a) By being innovative b) By speak customers with a consistent voice c) By provide great customer service Q4) Does communication plays a significant role in build positive brand image in the mind set of customers? a) Yes b) No Q5) Does brand name develop huge influence on overall performance of company at market place? 8
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a) Yes b) No Q6) What are major considerations require to develop and maintain a positive brand within market place? a)Engagement in PR activities b)Contribute in public events c) Compelling and quality content Q7) What are the major components which impacts on decision making of customers? a) Quality of product b) Cost c) Marketing Campaigns Q8) What are the main Challenges face by Apple company in management of brand? a) Meeting customer expectations b) More competition c) Customer loyalty Q9) Why it is important for Apple to build a brand? a) to meet competitive advantage b) to meet economic value c) Provide a stable asset Q10) To recommend different ways through which firm can influence decision making process of consumers. 9
THEME 1: Aware about concept of brand Q1) Are you aware about concept of brand?Frequency Yes20 No10 Interpretation:On the basis of mention graph, it has been stated that there are 20 respondents which said that they know about the brand in a detailed manner but there are 10 respondents which said that they are not aware about brand in proper manner. So, it is necessary to provide them knowledge about it. THEME 2: Brand image helps Apple organization to influencing decision making power of buyers Q2) Does effective brand name helps Apple organisation to influencing decision making power of buyers? Frequency Agree25 Disagree5 10 YesNo 0 2 4 6 8 10 12 14 16 18 20 20 10 Column B
Interpretation:According to given graph, there are 25 respondents which said that better brand name is helpful in influencing the decision making power of customers in an efficient manner. On the basis of opinion of 5 respondents that they are disagree with this statement and they do not think that brand name helps in the process of decision making. THEME 3: Various ways through which Apple can make its brand popular Q3) What are the various waysthrough which Apple can make its brand popular among its target customers? Frequency By being innovative8 By speak customers with a consistent voice10 By provide great customer service12 11 AgreeDisagree 0 5 10 15 20 25 25 5 Column B
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Interpretation:It is necessary for every business firm to make its brand more popular at market place. On the basis of 8 respondents that with the help of using innovation in products and services, firm can make its brand more popular between its target consumers. On the other hand there are 10 respondents which said that through speak consumers with consistent voice can be helpful in target more buyers. According to opinion of 12 respondents that if firm will provide the better consumer service to people then through this they will be interested in firm and with the help of this company can get the competitive benefits at workplace. THEME 4: Communication plays a significant role in build positive brand image Q4) Does communication plays a significant role in build positive brand image in the mind set of customers? Frequency Yes22 No8 12 8 10 12By being innovative By speak customers with a consistent voice By provide great customer service
Interpretation:On the basis of opinion of 22 respondents, communication is an essential element that helps in develop positive image at market place along with in mind of consumers in a significant manner. On the other hand, there are 8 respondents and according to them it is not necessary that communication plays an important role in business. There are some other components through which Apple company can develop its positive image at market for an instance cost, quality of products and many others. THEME 5: Brand name develops huge influence on overall performance of company Q5) Isbrand name develop huge influence onoverallperformanceofcompanyat market place? Frequency Yes26 No4 13 YesNo 0 5 10 15 20 2522 8Column B
Interpretation:Brand name is helpful in attract more consumers towards firm along with increase sales. On the basis of view point of 26 respondents that brand name is helpful in develop more affect on performance of firm in positive manner. On the other hand there are 4 respondents which are not agree with this mention statement. THEME 6: Major considerations require to develop and maintain a positive brand Q6) What are major considerations require to develop and maintain a positive brand within market place? Frequency Contribute in public events10 Compelling and quality content2 Engagement in PR activities18 14 26 4 Yes No 26 4 Yes No
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Interpretation:At the time of develop as well as maintain business,firm need to include different consideration.On the basis of view point of 18 respondents that firm can engage in the PR activities. It will be helpful in develop positive impact on business. On the other hand, there are 10 respondents which said that quality content is main consideration. It is helpful in develop along with maintain brand image. According to 10 respondentsContribute in public events is a major consideration. THEME 7: Maincomponents which impacts on decision making of customers Q7) What are the major components which impacts on decision making of customers? Frequency Quality of product10 Cost6 Marketing Campaigns14 15 FundsExpertise knowledge 0 2 4 6 8 10 12 14 16 18 18 12 Column B 10 2 18 Contribute in public events Compelling and quality content Engagement in PR activities
Interpretation:It is more complex to convenience customers for purchasing goods and services. There are 10 respondents which said that quality is a main factor which basically affect on the process of decision making of customers. If quality of product will be better then, employees will more focus towards buying. On the other hand 6 respondents are concern about the cost because high price products negative affect on purchasing decisions. There are 14 respondents which are agree with marketing campaign because advertisement is an effective way of attracting more consumers towards firm. THEME 8:Challenges face by Apple company in management of brand Q8) What main Challenges face by Apple company in management of brand? Frequency Meeting customer expectations18 More competition7 Customer loyalty5 16 10 6 14Quality of product Cost Marketing Campaigns
Interpretation:In order to managing the brand at market place, there are some challenges which are faced through Apple company. On the basis of opinion of 18 respondents that meeting expectations of consumers is a main concern because their demands are changing in short period of time. On the other hand according to 7 respondents competition is more high at market. So, in order to compete with strong rivals it needs to be make effective strategy. There are 5 respondents which said loyalty is a main challenge because if brand will not be attractive then consumers will no longer be loyal. THEME 9: Important for company to build a brand Q9) Why it is important for company to build a brand? Frequency Provide competitive advantage12 Provide economic value10 Provide a stable asset8 17 Meeting customer expectations More competition Customer loyalty 0 2 4 6 8 10 12 14 16 18 18 7 5Column B
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Interpretation:For an organization, it is necessary to develop a better brand name at market place. On the basis of view point of 12 respondents that brand helps in provide the competitive benefits to an organization. On the other hand, there are 10 respondents and they said that brand is helpful in give the economic value in significant manner. 8 respondents said that if brand name will be better at market p-lace then it will be helpful in stable assets of firm in long period of time. REFLECTION, CONCLUSION & RECOMMENDATION Conclusion It has been concluded from above mention report that brand is a name and symbol which distinguish products or firms from its competitors. Good brand name is necessary to enhance sales as well as attract large number of consumers towards firm. The brand name also develops impact on decision making process of customers. They only attract towards the high or big brand name. Under this mention research studied about the methods of data collection which aids in gather relevant or accurate information about particular topic. In this, questionnaire has been prepared through researcher by include different questions concerned with topic. On the other hand, there has been also studied about the research method that help in conducting research in a systematic or proper manner. In given research project discussed about the concept of brand for proper understanding of topic. At market place, Apple is a good brand name and it provides products and services according to demands of consumers. Its mainly focus is towards satisfying preferences and needs of customers in an effective manner. If brand will be better at market 18 12 10 8 Provide competitive advantage Provide economic value Provide a stable asset