Analysis of Impact of Brand Image of H&M in Terms of Consumer

Analysis of impact of brand image of H&M in terms of consumer purchasing behaviour
Name of the Student: Jeenukala Pranay Kumar
Student Number: 1904358
Name of the University: UWTSD Business School

Table of Contents
1 Introduction..............................................................................................................................2
1.1 Background:......................................................................................................................2
1.2 Aim and Objectives:..........................................................................................................2
1.3 Research Questions:..........................................................................................................3
2 Literature review:.....................................................................................................................3
2.1 Effects of Brand Image on Purchase:................................................................................4
2.2 Factors affecting the customer purchase in a clothing company:.....................................4
2.2.1 Brand Equity:.............................................................................................................4
2.2.2 Brand Loyalty:...........................................................................................................4
2.3 Impact of brand image on Customer buying behaviour:...................................................5
3 Methodology:...........................................................................................................................7
3.1 Research philosophy:........................................................................................................7
3.2 Research Approach:..........................................................................................................7
3.3 Research Design:...............................................................................................................8
3.4 Data collection method:....................................................................................................8
3.4.1 Data Sources:.............................................................................................................8
3.4.2 Analysis of the data:..................................................................................................9
3.4.3 Sample Size:..............................................................................................................9
4 References:............................................................................................................................10

1 Introduction
1.1 Background:
Brand image is one of the most powerful way in which they can attract the new
customers towards a product or an organization. The brand image is often considered to be the
key driver of brand equity (Mierzejewska, 2017). The business has shown enormous evolution in
the past few years. With the evolution of the e-commerce, the evolution of the business has taken
place widely. The brand image was considered to be the driving force behind the business
worldwide. H & M is a multinational brand for clothing based in Sweden. The main attraction of
the company is its fast fashion trends for the male and female clothing. It has been there since
1947 and has maintained its quality and reputation in the world of clothing. All though numerous
researches have been conducted on the quality of the products and the brands, a very few
researches have been conducted on purchasing behaviour of a customer. With the help of this
research we will study about the brand image of the H&M Company and how that impacts upon
the purchasing behaviour of the customers.
1.2 Aim and Objectives:
The aim of the research is to identify the importance of the brand image up on the
customer behaviourwhile they are making an purchase in the H&M products.
Objectives:
1. Toincrease the number of customer to 10% to purchase this brand.
2. To determine the customer’s behaviour while purchasing apparels, within the age group
of 20 to 30.

3. To analyse the impact of the brand image on customer purchasing behaviour within a
time frame of 6 months.
1.3 Research Questions:
1. Does the brand image effects the customer’s purchasing behaviour while they are
purchasing the H&M products?
2. What is the basic connection between the brand image, brand loyalty and the customer
buying behaviour of the H&M Company products?
3. What are the major factors which influences the buying behaviour of the customer while
they are considering apparels?
2 Literature review:
The relationship between consumer brand and purchase behaviour is one of the most
important part of the business when it comes to the fashion and the clothing industry. One of the
most important aspects of the business organization is its brand. The first section is to give a
detailed understating of associated resources of brand and brand image, before getting into the
concept of the brand image, it is crucial to understand what brand is. The brand is a particular
kind of product that is manufactured by an individual company under a specific name. According
to the American Marketing Association, brand is term, design, symbolic representation, or a
salient feature which differentiate a product from the similar other product (Reddy and Kavitha,
2020). The better is the service or the quality of the product is, the stronger is the name of the
brand. A brand makes a product identifiable amongst the other. The most famous brands of the
world include, Apple, Starmark, Coca Cola, Mc Donald’s and many other.