Analyse the Impact of Brand Image and Advertising - Morrisons
Added on 2020-07-22
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RESEARCHPROJECT
Table of ContentsTITLE: ............................................................................................................................................1CHAPTER 1: INTRODUCTION....................................................................................................1Overview of the Research ..........................................................................................................1Background of the Research.......................................................................................................1Research Aim ............................................................................................................................2Research Objectives....................................................................................................................2Research Questions.....................................................................................................................2CHAPTER 2: LITERATURE REVIEW ........................................................................................32.1 Major influence of brand image on developing organisational performance of Morrisons..32.2 Importance of advertising tools in attaining customers loyalty............................................32.3 The various measures that are adopted by Morrisons as to gaining attention of customers.4towards the firm..........................................................................................................................4CHAPTER 3: RESERACH METHODOLOGY ............................................................................53.1: Type of Investigation...........................................................................................................53.2: Research Design...................................................................................................................53.3: Research Philosophy............................................................................................................53.4: Research approach...............................................................................................................63.5: Data sampling......................................................................................................................63.6: Ethical Consideration...........................................................................................................6CHAPTER 4: DATA ANALYSIS .................................................................................................6CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................165.1 Conclusion ..........................................................................................................................165.2 Recommendation ................................................................................................................16REFERENCES................................................................................................................................1APPENDIX ...................................................................................................................................3........................................................................................................4
TITLE: To analyse the impact of brand image and advertising on consumer loyalty. A casestudy on Morrisons. CHAPTER 1: INTRODUCTIONOverview of the Research Brand image can be consist as the most essential part of business organisation whichhelps in creating awareness among the people about the offered products and services of firm. Inthis modern era the major focused area of firm is to making their products and services morefamiliar with the population as to increasing sales and revenue of firm at market place (Prayagand Ryan, 2012). The major purpose of firm is to enhancing their profitability throughdeveloping their brand image in the mind set of people. Now a day's customers are very muchconcern about the brand image as it create value in managing their reputation at market place andpopulation. Small as well as large business enterprises are concern on applying variousadvertising tools as to gaining attention of customers through providing them proper descriptionabout the product. Morrisons is a chosen company for this particular research project. The majorfocused area of firm is to developing their business operations at large scale through creatingawareness about the goods and services of firm in the mind set of people. Background of the ResearchIn today's modern era competition is so high at market place and organisations are widelyfocused on producing new and innovative products at market place in respect top creating aneffective image of firm among people. Morrisons is a public supermarket company. It is thefourth largest supermarket chain in United Kingdom. The headquartered of firm is in Bradford,West Yorkhire, England. The company was founded in the year of 1899 by the efforts ofWilliam Morrisons. As a large business enterprises company deals in variety of luxury productsand services. The company is mainly concern on making people aware about the offeredproducts and services of Morrisons through applying the tool of advertising at market place(Schivinski and Dabrowski, 2016). Companies are mainly focused on maintaining their brandimage as to providing high quality products and services to their potential buyers. 1
Research Aim Research aim is a predetermined statement in which the major purpose and issue ofresearch is mentioned. It is a general statement which significantly concerning on the overallgoals, intention and outcome of the study. The essential aim of this particular research is “Toanalyse the impact of brand image and advertising on consumer loyalty”. A case study onMorrisons. Research ObjectivesObjectives are described as the individual stages which are required for a learner to attainon the way in respect to reaching at their final outcome (Thompson and Malaviya, 2013). Thissection is based on the variables of research aim. In this aim has to be explained in clarify form.Some essential objectives of research are described as below: To identify the influence of brand image on developing organisational performance ofMorrisons. To determine the importance of advertising tools in attaining customers loyalty.To evaluate various measures that are adopted by Morrisons as to gaining attention ofcustomers towards the firm. Research QuestionsIt can be described as the fundamental core of research project. This part of research isbased on the objectives of research project as this part helps in conducting the research project inappropriate direction through analysing all the essential aspects of research (Zhang and Mao,2012). Some important question of research are evaluated as under: What are the major influence of brand image on developing organisational performanceof Morrisons? What are the importance of advertising tools in attaining customers loyalty? What are the essential measures that are adopted by Morrisons as to gaining attention ofcustomers towards the firm? CHAPTER 2: LITERATURE REVIEW2.1 Major influence of brand image on developing organisational performance of MorrisonsAs per the views expressed by Fuchs, Chekalina and Lexhagen, 2012, A brand image canplay a very crucial role in determining the level of performance of an organization. Brand image2
helps in increasing the customer base for an organization. It also helps in raising the marketpenetration for the organization. If people would be aware of that particular brand then theywould not hesitate in making purchases from such brand and they will put necessary reliance onit, which is a dream of any company operating in the field of business. Customer loyalty is one ofthe hardest to thing to achieve. It is therefore quite crucial that organization takes steps to ensurethat the loyalty of customers is not broken down, and overall confidence of the people in thebrand remains intact. There is a clear distinction between a company which is not having astrong brand in the market and a company which is already established and reaping the benefitsof a Big Brand image from quite a while(Daspit and Zavattaro, 2014). Morrison is companyoperating supermarket chains in UK and is the third largest Supermarket chain in UnitedKingdom. The brand image of the company is very powerful and people believes in purchasingproducts from this market as they have a perception that it offers higher quality at lower prices.In current scenario, there is a different market for Brands in the business, in that market the valueof a particular Brand is determined by analysing its demand among customers, the loyaltytowards the brand and is there any substitute of that particular brand in the market.2.2 Importance of advertising tools in attaining customers loyaltyAccording to the view point of Vasiliu, 2013Promoting is a standout amongst the mostessential parts of advertising since buyers can't purchase items unless they realize what they areand where to get them. Organizations can utilize a wide range of tools to advise shoppers aboutthe advantages of their items and administrations, increment of awareness of brand amongpeople and drive higher level of sales. The various tools of advertising that helps in increasingthe overall Brand loyalty among people are as follows :Print and Outdoor AdvertisingPrint as well as outdoor advertising is a very crucial tool for having lasting impact on themindset of consumers. Print advertisements includes publications, advertisements in newspapers,newsletters and magazines etc.TV and Radio Morrison is using television as well as Radio as a important mean for Communicating with itscustomers, through this medium people will be able to get a better view of company's products aswell as services and this leads to an increment in the brand loyalty for the company.Telemarketing3
This is yet another tool of marketing. Under this the company would market its product bycalling directly to prospective customers and explaining them features of products and services(Barreto, 2014). This would create a brand image among the mindset of people and they willbecome aware of the fact that there is a Company operating in that particular sector with thatname as a brand.2.3 The various measures that are adopted by Morrisons as to gaining attention of customerstowards the firm.As per the view point of Raza and Hanif, 2013, Morrison is continuously taking variousmeasures to gain attention of customers towards that particular firm. Some of the measuresadopted would include higher spending on marketing and aggressive marketing campaigns toensure that people will be able to know about the company, who are living even in villages. Theaim of the organization would be to create a positive image of the company on the mindset ofpeople. Some of the ways to enhance customer attention would include :Developing a USP for Products: The company should work on improving theuniqueness and quality of its products as well as services over period of time. This willattract consumers and will compel them to retain with the same company as the productwhich is being offered by them is unique and can not be bought from anywhere else (Soand et. al., 2013).Identification of customer Needs: The needs of customer is dynamic in nature, thereforeit is quite important to have a clear understanding of various aspects customer needs, likewhat they want, how to satisfy them and how can the company satisfy them (Laari andet.al., 2016). It is a term that “ A satisfied customer is a loyal customer”. If the customeris satisfied with company, it should not think too much about the loyalty of customers asthey will going to remain with company, if quality products will be offered by thecompany.CHAPTER 3: RESERACH METHODOLOGYA research method is considered as an effective plan in order to conduct research in moresuccessful manner. The researcher is the held responsible to carry out research with the help ofusing different tools and techniques which help them in getting accurate and reliable result. Thispart of research is classified into different parts which help researcher to arrive at conclusion.4
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