Apple on Consumer Buying Behaviour

DISSERTATION

ABSTRACT
Present document has presented the meaning and importance of brand design of a
particular business organisation i.e. Apple, which is dealing in electronic market. Particular
written paper has also covered the impact of brand design followed by Apple on consumer
buying behaviour. Along with this, introduction section of this report presented what is brand
and how it works for an organisation in gaining competitive advantages, attaining different range
of goals and objectives and more more other benefits. Customer purchasing concept played a
crucial role for Apple and it is required for this organisation to perform proper analysis in regards
pull out information in regards to customer's mindset while purchasing different range of
products and services of a particular company. Away with this, it can also be said that current
trends related to customer purchasing within United Kingdom, also impacts upon brands and
their designs as well. Here, it is much required for Apple to look into all the current trends and
develop products and services along with the design as per the requirements. Through this,
maximum benefits could easily be gained right on time. On the other hand, both data analysis
and research methodology section has helped researcher in pulling out favourable outcomes in
regards to the chosen topic and i.e. to analyse the Brand Design and Its Effects on Consumer
Behaviour.

ACKNOWLEDGMENT
Present report has been successfully developed with the help of tutors, lecturers and my
colleagues. On behalf of completing this dissertation, I would like to thank all the personnel, who
has helped me out in supporting this dissertation with a range of secondary and primary
resources. Individuals who has been there by my side, their expertise, insights along with the
proper assistance has helped me out in reaching to new heights. In some cases, they did not
supported me while choosing a particular article while performing the literature review section
but lately, this benefited me in reaching to new heights. I thank my tutor, for their assistance and
my colleagues as well for giving feedbacks as well, while doing the data analysis section
considering various comments and helped me in improving the overall manuscript of chosen
topic.
I would also like to show my gratitude to the institution as well, for sharing their pearls of
wisdom with me during the course of this research. I also thank 50 respondents for giving their
viewpoints on particular topic as well. I am also immensely grateful for their comments on an
earlier version of the manuscript, although any errors are my own and should not tarnish the
reputations of these esteemed persons.
3

Table of Contents
ABSTRACT.....................................................................................................................................2
ACKNOWLEDGMENT..................................................................................................................3
1. INTRODUCTION.......................................................................................................................6
Background of Research.........................................................................................................6
Research Aim & Objectives...................................................................................................6
Aim....................................................................................................................................6
Objectives..........................................................................................................................7
Research Questions............................................................................................................7
Scope and Importance............................................................................................................7
Rationale of Research.............................................................................................................9
Overview of Dissertation........................................................................................................9
2. LITERATURE REVIEW............................................................................................................9
Concept of Customer Purchasing.........................................................................................10
Importance of brand design for Apple..................................................................................12
Current trend related to customer purchasing in United Kingdom......................................14
Effect of brand design in customer purchasing behaviour for Apple...................................16
Conclusion............................................................................................................................17
3. RESEARCH METHODOLOGY...............................................................................................18
3.1 Type of Research............................................................................................................18
3.2 Research Philosophies....................................................................................................19
3.3 Research Process and Design.........................................................................................20
3.4 Research process............................................................................................................21
3.5 Research Approaches.....................................................................................................22
3.6 Data Collection...............................................................................................................22
3.7 Data Analysis..................................................................................................................23
3.8 Sampling.........................................................................................................................23
3.9 Research Ethics..............................................................................................................24
3.10 Research Limitations....................................................................................................24
4. DATA ANALYSIS AND PRESENTATION...........................................................................25
4

4.1 DATA SHEET................................................................................................................27
4.3 THEMATIC ANALYSIS...............................................................................................29
Discussion on effect of brand design in customer purchasing behaviour for Apple............40
6. CONCLUSION AND RECOMMENDATIONS......................................................................41
6.1.........................................................................................................................................41
Summary..............................................................................................................................41
Summary of what has been achieved...................................................................................41
6.2.........................................................................................................................................42
Evaluation of Results...........................................................................................................42
Limitations in results............................................................................................................42
6.3.........................................................................................................................................42
Recommendations based on Evaluation..............................................................................42
6.4.........................................................................................................................................43
Future Work.........................................................................................................................43
REFLECTION......................................................................................................................44
ALTERNATIVE RESEARCH............................................................................................44
7. PERSONAL DEVELOPMENT................................................................................................45
REFERENCES..............................................................................................................................47
RESEARCH ETHICS APPROVAL FORM.................................................................................50
5

TOPIC: Brand Design and Its Effects on Consumer Behaviour
1. INTRODUCTION
Background of Research
Brand is explained as name, term, symbol, design and some other feature that determined
service or product of one seller as different from the other. The branding is set of the
communication and marketing methods that aids to distinguish products or company from rivals.
Its main aim is to develop long lasting impression in customers mind. Brand design is the
creation of premium value in the minds of customers as to how they wish to see the brand? The
idea is to create a unique identity through brand logo, slogan, title, style and visuals. It is the
precise way to derive market focus towards the product by building a unique distinction for the
product called as branding. This distinct identity will differentiate the product from the other
similar products. The purpose is to produce a well known, easily recognisable, highly trusted &
reliable notion about the brand itself which can be inculcated through giving the products a
eccentric identification (Cassia, Cobelli and Ugolini, 2017). The common example of some
famous brand designs include Apple, Nike, puma, amazon etc. The designing process of a brand
consists of various steps where the locus is that the brand design shall be in linkage with the
business strategy of the organisation.
On the other hand, consumer buying is sum total of the attitudes, intentions, decisions
and preferences related to behaviour of customers at marketplace at the time of buying service or
product. The consumers take the decisions on the basis of several criteria, triggers of the
consumer purchase happen more before actual purchase. Apple is an American Multinational
technology form that designs, develops and also sells the consumer electronic, online services
and computer software. It is founded through Ronald Wayne, Steve Jobs and Steve Wozniak in
year 1976. This company is considered as on of big Four technology along with the Google,
Facebook and Amazon (Lukas, 2012).
Research Aim & Objectives
Aim
It is explained as overall purpose of study and it is concise and clearly defined. It is wider
statements of the desired outcomes and the intentions of an investigation.
6

The main aim of this investigation is “To determine importance of brand design and its
effect on Consumer Purchasing. ” A study on Apple.
Objectives
Research objectives are clear, declarative and concise statement that gives direction to
research variables in study. Their focus on ways to measure variables like determine or describe.
On the other hand, research objective is concrete statement that explaining what an investigation
is trying to attain.
 To determine the factors which affect buying behaviour of customers
 To understand importance of brand design for Apple.
 To determine the incumbent trend affiliated to consumer buying behaviour in United
Kingdom.
 To determine the effect of brand design in customer purchasing behaviour for Apple.
Research Questions
This section of research is based on the specified issues that evaluate by the research to
attain positive and reliable outcomes. As it provide direction to the investigator to carry out the
literature of different authors on specified topic and area. By this valid and authentic information
can be easily attained.
 What is Customer Purchasing
 What is importance of brand design for Apple.
 What are the current trend related to customer purchasing in United Kingdom.
 What is effect of brand design in customer purchasing behaviour for Apple.
Scope and Importance
Scope
Current research consist wider scope which help research and organisation to enhance the
chances of attaining success. As customers behaviour play a crucial role in developing brand
image of the company market place (Rezapour and et. al, 2014). In this context, brand design is
help in influencing customers and their taste as well. With the assistance of this, company may
accomplished their competitive image and at the same time also capture larger market share from
its rivals. In context of Apple, brand design help in inviting more and more customers which may
7

contribute in developing positive image at market place and customers mind as well. Good
design of brand help in reaching customers in a memorable way. This will improve the chances
of creating awareness at market place and also retain consumers towards the company products
and services. This will increase profitability level of the firm at competitive market place.
Mainly, brand design build credibility and also create a consistent visual language which may aid
in connecting with large number of consumers over the offering of the company. This provide
wider scope to the firm through which positive and competitive brand image can be easily
accomplished at market (Van Noort,Voorveld and Van Reijmersdal, 2012).
In context of researcher, this topic includes wider scope in enhancing skills and
knowledge that support them in taking right and accurate decision within the research. If
researcher do the same research in future then they easily attain positive and reliable outcomes
that help in making an successful research project. Thus, it can be evaluated that scope of this
research is wide in which both organisation and research attain success.
Importance
Brand design is consider as an important factor of every business organisation to invite
customers towards its offerings. As it also help in promoting products in market place to
influence behaviour of consumers. This will improve the chances of making customers more
satisfied. One of the main advantage of brand design is to retain customers for longer period of
time that contribute in enhancing competitive brand image of the company at market place.
Along with this, good brand design also help business organisation to attain competitive
advantage. As it includes various aspects such as value, unity, recognition, differentiation and
pride which contribute in making brand design more competitive and famous as well. This is the
reason that company easily influence customers to make them satisfied and loyal as well.
Furthermore, Apple spend more money to make their brand design more popular which help
them in developing their positive and competitive image at wider area (Van Noort and et. al.,
2012). By carry out the current research, investigator gather as well as understand the actual
importance of brand design and also evaluate that how it affect the consumer behaviour. It may
improve the chances of increasing satisfied customers that accomplished the brand image more
competitive and famous as well.
8

Rationale of Research
This present research is based on brand design and its impact on the consumer
purchasing. It helps in provide the better knowledge and understanding related to brand design.
The brand design develop impact on the consumer purchasing. The rationale behind conducting
this research is to exploring knowledge as well as ideas of learner in particular research area.
This project is helpful in provide the better understanding about the core concepts such as brand
and consumer behaviour in significant manner. The personal reason for conducting an
investigation of a learner is self-interest. In this, learner wants to explore knowledge about the
specific area. An enhanced knowledge regarding consumer behaviour aids in achieving the
future objectives in significant manner (Gao and Feng, 2016). On the other hand, in professional
context, learner conduct investigation to get the knowledge and aware about the consumer
behaviour in effective manner. It will help for the learner to conduct any research in future
without facing any difficulties.
Overview of Dissertation
This dissertation contains the brand design and the effect on purchasing of consumers.
The brand design is a kind of trademark and it is an identity of an organisation. In this, aims and
objectives are developed on the basis of research topic. It helps in provide the overall description
about the particular subject area. The research questions are based on the objectives in order to
get the solutions of arisen issues. The literature review part needs to be conducted by considering
the secondary data. On conducting this part, secondary sources will be used such as books,
articles, journals, internet sources etc. It consists the views and opinions of different authors. The
methodology part will be conducted for collection of data and information and also analyse them
to determine effectiveness. Through using the graphical presentation and themes, collected data
will be analysed. The conclusion provides the outcomes of research and the recommendations
are given on the basis of whole research.
2. LITERATURE REVIEW
Literature review is conducted to clarify areas of the prior investigation of matter that
presently undertaken. It discusses and also analyses the published information in specific subject
area. It is more than summary of sources and it has organisational pattern that combines
synthesis and summary. In this, summary is recap of necessary information of source
9

(Brexendorf, Bayus and Keller, 2015). This part is research is most necessary because it provides
the detailed description about specific area in an effective manner. It is based on the secondary
sources and provides the detailed description. The different secondary sources which researcher
use in literature review part are books, articles, internet sources, journals etc. There has been
opinions, ideas of the various authors and writers has been considered in a proper manner.
To determine the factors which affect buying behaviour of customers
Consumer and customer refer those individuals who show their interest to buy and
purchase goods and services. To purchase these goods they pay some amount as per the value of
goods and products. The clients hows their interest regarding those things which attract them and
able to provide satisfaction to their needs and wants. So it is essential to the manager of the
company to motor the needs and demands of them and produce and manufacture products
according to the taste and preferences which provide satisfaction to them. According to Alberto
Dominguez, 2018, There are various factors which affect the needs and demands of consumer
and their purchasing behaviour. The factors which affect purchasing power of customers are
defined as below:
Culture- It is an sentential factor which largely monitor the individual's way of being and
the decisions they make. It is the main factor which highly affect the buying behaviour of a
person. For example, in UK people prefer high quality product whereas the price of the product
is much high. They have need that kind of product which include various feature and serve
effective services to user. In context of Apple, the management of the company produce high
quality product which consist several features that attract customers of different nation like Uk
have a need of high quality commodity.
Perception- It refers to the sight through which people observed things. Marketing and
advertising are well aware of the importance and effectiveness of perception as one of the factors
influencing consumer purchasing power. Basically it refers to the brand image of a company
which is developed in the mind of customers by the company through promotion, advertisement
and quality nor features of the goods. For example, consumers are well aware with the products
of Apple because it use effective promotional and advertisement channels like TV, social media,
web advertisement, Instagram, Facebook, Twitter and others. These all applications and social
sites are used by the consumers now these days so they make familiar customers with the
products. This positively affect the buying behaviour of consumers.
10

Age- It is the major factor factor which play an important role to affect consumers
purchasing power. The taste & preferences of an individual change as per the age and they have
needs of products as per the age. For example, Apple provide different products according to the
needs of individual which changed due to occur change in age. Such as, they offer products like
iPhone, ipad, Mac, iPod etc. for US and international customer between the age of 20-45. Other
product like iTune and the iTune Store, Mac App Store, iCloud, Apple Pay to 18-30 age group
and Apple TV, Apple Watch and related accessories to 20-45 age group of customers. In it they
include male, female and newly married couple, and others. So the age factor favourably affect
the buying behaviour of customers regarding respective company.
Income- It is an another crucial factor which affect the purchasing power of persons.
Across different income levels, the difference in products choices and buying patterns can easily
be marked. For instant, middle class person make their buying decisions based on utility.
Whereas upper class would want style, design and special features during the time of purchasing
goods. For example, Apple manufacture high quality product at high cost. So they can only
purchase by upper class individuals. It unfavourably affect the purchasing power of middle class
customers.
Personality- It is an crucial factor which highly affect the buying behaviour of an
individual because inner psychological characteristics are specific qualities, attitudes, mannerism
and others which differentiate one person from another. This factor consist different components
like lifestyle, social identity and others. If the individual survive a high level of lifestyle and have
strong social status then they prefer high price products which are affiliated with high quality
features. For example, Upper class people focus regarding products of Apple because they
constructed with high quality and make improvement in status of individual.
Experience- It is undoubtedly a determining factor which influence the buying behaviour
of individuals. If the individual purchase any product before and it is able to satisfy the needs of
demands of customers effectively then customer has a good experience with it. Whereas if the
experience of consumers are bad then they will not purchase that product again and can switch to
another brand. For instant, Apple provide quality products to its consumers which are able to
satisfying the needs and wants of them. So the target audience of this firm has a good experience
with it. This favourably affect the purchasing power of customers.
11

Attitude- Consumer attitude basically comprises of beliefs towards, feelings towards and
behavioural intentions towards some objectives which can be products and services. It can be a
feeling of favourableness and favourableness that a person have regarding a product. It can be
positive of negative to purchase a product and this outcome are generated in the form of liking
and disliking the specific commodity. For instant, Apple manufacture products with high quality
so some of individual have positive attitude regarding it due to high quality whereas some
individual have negative feeling cause of high cost. So it is impacted the purchasing power of
customers.
Form the above information, it can be determine that Age, income, personality,
experience and others are some factors that highly affect the buying behaviour of individuals. To
achieve growth in the market, the management of the company make produce goods and services
according to this factors. So that they can favourably influence the purchasing decision of
customers.
Importance of brand design for Apple
According to Scott Talbot & Jarom McDonald (2017) , brand design can be defined as a
marketing practice that aid in creating a proper name, design or symbol, which helps in
identifying or differentiating a specific company's products and services. It has been analysed
that, building a much effective brand strategy could directly aid a company in building
uniqueness within the competitive business market. In other words, brand designing can be
considered as a process that basically involves an organisation in developing a much more
unequalled name or the image of a product in the consumers' mind (Kumar, Townsend and
Vorhies, 2015). This is majorly being done with the help of advertising campaigns focusing upon
a particular theme. There are ample number of importances of brand design that are required to
be understood by Apple and these are given underneath:
 Building a much more unique design of a brand like Apple, it helps in communicating a
particular message to customers with a unique design of brand. This is being considered
as one of the important aspect, which is required to be understood in depth so that, it
could help business company in reaching to new heights.
 Another importance that can be seen here is to reinforce all the specific products that an
organisation is offering, in minds of company's audiences (Lu, Gursoy and Lu, 2015).
This directly helps customers in identifying the products by giving a sight only onto
12

them. It is required for the business organisation to become well known brand and this
can be done through focusing on a particular brand design for a longer period of time.
 A unique design of a particular brand helps in creating a visual hierarchy to tell
company's story in a clear and enticing way considering visual cues. Through this, a
company could effectively gain competitive advantages through showing uniqueness
within the business market.
In context of Apple, from the day it started working within the electronic industry, Steve
Jobs (Owner of Apple) has kept its focus on building a good and unique image in front of its
customers (Pradhan, Duraipandian and Sethi, 2016). This could be understood with a good
example of a story where Steve Jobs and Steve Wozniak, asked a question to Rob Janoff, who
was good at designing logos and he was the one who developed the logo for this organisation
(Apple). Rob Janoff has thought of making a unique sign for the company and bitten apple was
considered as the logo Apple rather than a round fruit.
According to JOHN KASH (2017) Brand logo is importance for Apple Inc. because with
the help of it consumer become aware about brand and it improves brand awareness among
consumers. While planning marketing activities, Apple Inc. can easily be recognised by
consumers and hence consumers is able to maintain unique demand in industry. Other
importance of brand logo is as under-
Professionalism- There is proper professionalism with use of brand logo. Apple Inc. is
using bitten apple logo to communicate about their brand to society. Hence with using
appropriate logo company is able to represent themselves in professional manner (Shams, Alpert
and Brown, 2015). Logo of Apple Inc. is professional designed people recognise it at internal
level, so It assist to compete with international brand as well.
Brand recognition- Brand is the intangible asset which shows expectations, memories,
stories of people which they gain from organisation. These days, people are using and availing
services from different organisations, but their preference to get best from the best. As brand
image of Apple Inc. is good in market so people recognise it with its logo or brand design i.e.
bitten apple. This makes easy for people to know particular product belong to which
organisation. Brand logo is related with sector in which organisation is dealing. But this is not so
in case of Apple Inc. but people recognise eaten apple as logo of Apple Inc.
13

Outshine competition- there are many organisation working in technology such as
Google, Amazon, etc. so there is tough competition for Apple Inc. Hence with brand design or
logo attracts consumers more (Toldos-Romero and Orozco-Gómez, 2015). With the help of logo,
it is easy for consumers to grab the products. This assist Apple Inc. to work at global level and
achieve competitive advantage in industry.
Brand design pulls consumers- Brand design is one of the major component which pulls
consumers to purchase products and services. For instance: individuals is caring I- pad, then this
pulls consumers towards it and they want to have experience of it. Brand logo of Apple Inc. is
simple and well known by almost every age group. Hence there is increment in followers and
awareness among people.
With good and proper brand design, consumers are provide that they are availing services
from best organisations. Sometimes, brand design of organisation is more famous than name of
association, so this is the best advantage which Apple Inc. can get with proper design brand logo
(Van Dijk, Antonides and Schillewaert, 2014).
Determine the incumbent trend affiliated to consumer buying behaviour in United Kingdom
Customers are the most important factors in market these days because they purchase
products and services which are important and relevant in current market. As per change in
market trends, demand of consumers also changes. In UK, these days people want full return of
their money whatever they have invested. In order to access changes which are happening in
industry. Apple Inc. is one of the leading brand in consumer electronics, hence have good brand
image in industry (Van Grinsven and Das, 2016). There are different marketing trends with
which people become aware about different brands and make strategies for providing best
services to consumers. In UK, population is growing with speed and there is awareness among
people regarding mobile technology. Hence purchasing power regarding phones, tablets,
computers, iPad, etc. is increasing. According to Jia Wertz (2019) There is increment in number
of mobile purchasing by around 34% since 2014, hence people prefers to invest in information
technology.
As compared to past years, people are using mobile phones for their day to data work.
People are working with more technology so they are able to get knowledge about external
market. Product of Apple Inc. is one of the best brand providing easy to use products which are
specific and relevant in context of understanding changes in better and effective manner. It is
14

important for managers of Apple Inc. to understand changes happening in current market. In
current years, there is use of more emphasise on online business and people are focusing on
concept of go green (Viktoria Rampl and Kenning, 2014).
E- commerce- these days, people prefers to collect complete information through online
sources. Apple Inc. is operating at international level and well known brand, so it is easy for
people to collect information about model, features, etc. It is not possible to visit physical stores
every time so trend of visiting e- commerce website has increased among people of UK. In
current trends, mobile is taking poll position because it is useful for every age group for business
purpose, study, home related activities, etc. Hence people prefers to get complete knowledge
about. Hence people change their cell phones frequently to get latest and updated information
(Wu and. et. al., 2014).
Go green- In UK, there is concept of go green because consumers are using and availing
services with consideration of environmental concept. These days, people give equal weight-age
to environmental prospects as well. It is essential to understand what are the reasons due to
which environment gets affected such as with use of excessive vehicles, there is ill- effect on
environment. Hence people prefers to use environmental friendly aspects which are important to
understand for future benefits for net generation. With consideration of change in working style
it is easy to understand that working style of individuals is effective or not. When consumers get
knowledge that organisation is not working unethical manner, then there is negative publicity
and requires change in working style (Wu, Liao and Chatwuthikrai, 2014).
Feedback review- In UK, there is concept of taking feedback about products and
services. With the help of feedbacks, it is easy for consumers to communicate about their issues
while availing services. Managers of Apple Inc. are able to take corrective measures through
which they can provide best services to consumers. If there is negative feedback from consumers
regarding getting products and services, they managers of Apple Inc. make strategies to over
come it and provide best to consumers. While purchasing different products and services from
consumers, then they have authority to understand changes which are happening in current
market. These days, people give their reviews through social media, on official website of Apple
Inc. so this affects purchasing behaviour of consumers and they are not ready to purchase it in
case of negative comment.
15

These days proper prefers to invest money in purchasing products and services after
collecting proper knowledge about it. Marketing is one of the common aspect which assist to
communicate with consumers and make hence desire of consumer changed in demand. So
organisations also use different marketing strategies and sources through which they can
communicate with consumers and provide them best information (Ha, and Stoel, 2014). There
are many organisations working in technology sector providing mobile phones, computers, etc.
Hence they collect reviews through e- commerce sites, social media, etc. which assist them to
know about it. There are possibilities that consumer's decision regarding purchase of product
might change. It is clear that due to change in market trends, there is change in demand of
consumers as well. Hence it is clear that these days consumers wants products and services
which is trendy in industry.
Effect of brand design in customer purchasing behaviour for Apple
Brand is one of the mar aspect which people prefer these days because there is unique
identity which makes them different from crowd. Brand is intangible asset which communicates
about specific products and services through specific colour combination, graphics, etc. If
goodwill of organisation is good, then they have to perform business operations more specially
to carry it near future (Van Noort and et. al., 2012). As brand image of Apple Inc. is good, then it
is important to perform business operations with considering it in mind. This makes long term
relations within consumers and they prefers to re- purchase products. According to M.T.
Wroblewski, 2019 there is positive impact on consumer's purchasing behaviour because of
Apple Inc.'s brand design is unique.
Creates desire- there is desire among people when they saw brand design and logo of
Apple Inc. because of human nature. When individual saw iPad, they have desire to purchase it.
If they have specified budget, then they purchase it as well. Hence because of logo design there
is desire in mind to avail it.
Creates a sense of belongingness- When individuals carries Apple phone then they feel
satisfied because they are carrying an brand with them which makes them different from others.
People identify products of Apple with its logo. Hence if individuals is carrying it, then they are
satisfied that they have best among all the technology organisations.
Maintenance of status and prestige- Apple is the organisation which focus on premier
pricing hence they target niche market. So, there is maintenance of status and prestige among
16

people carrying Apple products. There are different series of cell phones and people prefers to
have it for getting complete information about it. When individual have apple phone, then they
have different aura and maintains their standard (Van Noort,Voorveld and Van Reijmersdal,
2012).
According to DOUGLAS KARR SUNDAY (2017) there are some factors such as
advocacy, email marketing, etc. in brand design which affects consumer purchasing behaviour.
Some factors are discussed as under-
Advocacy- People get affected with brand with knowing likes and followers on social
media accounts. Hence it is not easy to understand changes which are sopefic and relevant in
current market. Around 38% people prefers to purchase products and services after getting
knowledge through online sources and official site of Apple Inc.
Conversation- People communicate about products and services which are relevant in
current market. Around 21% consumer prefer to purchase product after getting knowledge about
it through existing consumers. There are many users of Apple products, so this affects
purchasing behaviour of individuals.
Email marketing- These days, company is suing e- mail marketing through which they
can communicate about new product to consumers. As per in case of Apple Inc. there is e- mails
to existing consumers, through which they came to know about offers and discounts or launching
new series of phone, tablets, etc. this makes familiar relation with consumers and people are
ready to visit store to experience it (Gao and Feng, 2016).
Word of mouth- this is the best way of publicity which individuals came to know about
brand image of organisation. If people share their good experience with individuals, then it is
word of mouth promotion. This assist consumers to purchase products and changes purchasing
behaviour. For instance: consumer is satisfied with cell phone of Apple Inc. Its durability, ease to
use, etc. then they will prefer to use it. Hence there is change in purchasing behaviour of
individuals.
Brand- As per view of 215 consumers, they purchase products and services because of
specific brand. These days people are very conscious about brand, hence if organisation has good
brand, then people are ready to purchase its products and services as in case of Apple Inc.
(Waiguny Nelson and Marko, 2013)
17

Conclusion
From the above discussion, it is clear that these days consumers are more aware and they
have complete knowledge about current trends. If they are investing money for getting best
product or service, the they want best outcome from it. Consumer behaviour model issued to
analyse customer nature after availing services from it. In current market there is use of online
sources to collect information about features and rating of products. Brand design and logo is one
of the important component which creates brand awareness among consumers. They are able to
recognise it, so Apple Inc. is able to achieve competitive advantage in industry. In current market
people prefers to purchase products and services after knowing market trends. If organisation is
working considering environmental prospects then consumer purchasing power gets affected
negatively. Brand logo is professional, then it is easy for managers to represent themselves at
international level. In UK, these days there is more use of technology, so there is requirement of
up- gradations in technology so consumers are ready to purchase mobile phones, tablets,
computers, etc. from Apple Inc.
3. RESEARCH METHODOLOGY
Research is a systematic investigation in to and the sources to establish facts and also
reach at the new conclusions. It is careful consideration of the study related to specific concern.
In addition to this, research is systematic inquiry to explain, predict and also control observed
phenomenon. On the other hand, research methodology is theoretical analysis of methods which
are appropriate to body of the methods specific to knowledge branch. It consists the particular
techniques which are adopted in an investigation process to gather, assemble and examine data.
It explains those tools which are mainly used to collect accurate information in particular
research study (Waiguny, Nelson and Marko, 2013). In addition of this, the main reason of
undertaking research methodology is justify the data sources, design of research, techniques
related with research, data collection techniques and many more. All these are crucial for
researcher to gather relevant data and information towards the research topic and area as well. In
this context, there are some methodologies that help investigator to undertake study in systematic
manner.
18

3.1 Type of Research
It is one of the effective way under which investigators use systematic approach to
answers the questions. It is systematic research in to study of the sources and materials in context
to establish facts and draw valid conclusion. Qualitative and quantitative are two different kinds
of research methods.
Qualitative- It is an exploratory investigation that is mainly used to gain the proper
understanding about opinions, motivations and underlying reasons. It gives an insights into issue
to develop hypothesis for the potential quantitative investigation. This method consists methods
and concepts from multiple academic areas (He and Lai, 2014). In this, investigator might argue
that the understanding of situation or phenomenon comes from exploring totality of situation.
These are vary in using the structures or semi- structured techniques. The quantitative data
collection methods consists different surveys, interviews, website interceptors, systematic
observation etc.
Quantitative- It emphasise the statistical and objective measurement of data collected.
The data is measured in numerical term and for analyse the collected data, investigator use
mathematical analysis. Its main objective is to develop as well as employ the mathematical
theories, models and the hypothesis that pertaining to phenomenon. This research method is
helpful in give fundamental connection among empirical observation and the mathematical
expression of quantitative relationships (Kavaratzis, Warnaby and Ashworth, 2014). It collects
the information from potential and existing consumers by using sampling methods and also
sending out questionnaires, online surveys etc.
In this investigation, qualitative research method has been used because it is mainly used
for understand the perceptions and views. It helps in provide vision to various issues and develop
concepts or qualitative investigation.
3.2 Research Philosophies
It is belief regarding way under which data about phenomenon should be collected,
analysed and then used. Mainly, it includes different steps and want in which research activities
can be done appropriately. Under this, the first step is related with the research process that set
clear path and direction to undertake whole research activities. In addition of this, research
philosophy is consider as a set of beliefs and assumption which will provide support in
development knowledge towards the research objectives and topic as well. The existence of
19

different phenomenon provide true information that help in resolving the issues exist in research
activities. By using research philosophy, researcher can identify the strategies used in study to
evaluate the actual outcomes (Vegt, 2016). Furthermore, it also define the perception of
investigator in order to understanding the ways by which data can be collected and measured.
For attaining positive outcomes, investigator is responsible for selecting suitable research method
of analysing data and application of knowledge as well. It is classified into differences
philosophies such as:
Positivism: It is related with the concept which is based on the study of science in which
data and information is reliable and stable in nature that can not be changed and modifying. In
this context, reality is observed and described easily as it stated that social entity is no more
consider with the research because researcher is focus on factual knowledge that is more
trustworthy. One the main reason of this is that it includes generalisation principle that determine
the reality that can only tasted, expanded and experimented. Furthermore, positivism follow
independent approach in which researcher observation is not directly influenced by human
values and beliefs (Redondo, 2012). Mainly, in positivism approach whole research work is
limited towards the data collection and interpretation.
Realism: It is related to the way and approach in which investigator follow systematic
and scientific path in order to effectively undertake the research activities. By this, researcher can
easily draw a valid conclusion that help in making successful research.
Interpretivism: This type of philosophy is based on the social work which includes
human belief and values that support in understanding views and opinion of respondents. Along
with this, it is also related with the concept of naturalism (Schade, Hegner, Horstmann and
Brinkmann, 2016). Interviews, observation and many more aspects are the considered through
which investigator easily understand the human interest. This type of philosophy applied when
outcomes are highly related with the situations.
Pragmatism: It is one of the effective research philosophies which is based in the action
taken by investigator to draw a valid conclusion. Mainly, it is concerned with facts and situation
that help in resolving the issues arise within the research activities.
For carry out this research, investigator will use interpretivism research philosophy as it
help in determining predefined theory to gather relevant data and information towards the
20

research activities. With the use of this philosophy, researcher can easily draw a valid conclusion
towards the research topic.
3.3 Research Process and Design
Research design is related with the appropriate structure plan in which research is carried
out. By this, study is evaluated as per organised and specified manner (TShekhar Kumar and et.
al., 2013). Along with this, it is also includes important plan in which information should be
analysed and evaluated to take right decision. Research design includes three types such as
descriptive, exploratory and experimental. By using this methods, researcher easily collect
appropriate and valid information about the research topic and area as well.
Descriptive research design: It is consider as a scientific method which includes
observing as well as describing the overall behaviour of a particular subject without any kind of
influences. Mainly, it is used to define the characteristics of population or phenomenon in which
research is carried out.
Exploratory research design: It is a method in which research is carried out to determine
the issues that has not been clearly studied (Lewis and et. al., 2017). Mainly, it is focus on
establishing priorities, formulate operational definitions and at the same time also improve the
final design of research. One of the main aim is this research is to explore the research topic
rather than providing final conclusion.
Experimental research design: It is most effective and accurate form of research that is
based on the statistical analysis that help in determining the hypothesis (Lucarelli, 2012). Mainly,
it help in determining cause effect relationship which may aid in providing valid and accurate
information towards the research topic and area as well.
For undertaking current research activities, investigator will use descriptive research
design that help in providing profile and situation of events. As it also provide in-depth
evaluation of research elements to attain positive and reliable outcomes.
3.4 Research process
Every research activities includes specified process in which whole study will be carried
out. This it is important for investigator to follow systematic process while undertaking research
activities. As, it help in improving the chances of attaining positive and reliable results that
support in making an successful research project. In this regards, there are some appropriate
21

steps that must be included by the researcher at the time of undertaking research activities. All
these are as follows:
 Identify the research problem
 Extensive literature survey
 Developing the hypothesis
 Developing an effective research design
 Determine sample design
 Collection of data
 Execution of the research project
 Appropriate analysis of data
 Hypothesis testing
 Interpretation of data
 Preparation of data presentation
All these are the important steps that should be consider while preparing the research
activities so that, positive outcomes can be easily attained and accomplishing as well (Kamboj
and et. al., 2018). With the assistance of this, whole research can be successfully done and
formulated.
3.5 Research Approaches
It is also an important segment of research methodology which is related with testing
facts and figures of whole research with appropriate designs. Along with this, it also includes a
way in which research should be undertake. By this, appropriate results and conclusions can be
easily evaluated. In this context, there are two type of research approaches such as inductive and
deductive which contribute in undertaking research in systematic manner. Deductive research
approach is focus on predefined hypothesis and conclusion which provide relevant information
about particular research topic (Sheng Goh, Chattaraman and Forsythe, 2013.). Along with this,
it also allow investigator to draw a valid conclusion by analysing existing theory. Mainly, it is
top-down approach. On the other side, inductive research approach is related with formulation of
theory and results that help in drawing valid and accurate conclusion within the research
activities. It is bottom-up approach which allow researcher to starting the research from the end
and also reaching to the top.
22

For this research, inductive research approach is effective used by researcher with the aim
of gathering in-depth information related to the main research objectives. It also help investigator
to analysis the actual data to draw a valid conclusion.
3.6 Data Collection
Data collection is a summation of quantitative and qualitative techniques to
systematically collect, bifurcate, analyse and extract inputs from the data. It is a technical method
used to collect raw information for a certain study and the said raw information is further
processed using various models into well articulated information. The information extracted
from the data set is further used to decipher critical insights which helps in conducting research.
The most important element in data collection is collecting resourceful and reliable information.
The information is processed with the help of statistical tools to enrich the research with
centralised data set. There are two major techniques to collect data:
Primary data : It is the form of data which is freshly collected by the researcher first
handed. The data does exist anywhere else (Brexendorf, Bayus and Keller, 2015). The researcher
collects raw information from the techniques like questionnaire, interviewing, field visit,
studying etc. and then decipher that information into relevant data set.
Secondary data : This is a form of data which already exists and all that the researcher
does is to refer to the data for his research purpose. The example of secondary data are census,
government websites, magazines, research papers etc.
In primary research, investigator develop a questionnaire to take the opinions of different
respondents on the particular area. It is time saving as well as cost saving method. On the other
hand, secondary data has been used in literature review part by considering different sources
such as books, articles, journals etc.
3.7 Data Analysis
Data analysis is consider as an important process in which researcher systematically
applying logical and statistical techniques with the aim of describing as well as illustrate the data
and information. Mainly, it is related with inspecting, cleansing, transforming and modelling data
in order to attain reliable results. Along with this, it is multiple facets and approaches that may
help investigator to accomplished favourable outcomes. In this aspect, data analysis included two
ways such as qualitative and quantitative analysis (Beetham, 2013). For analysing collected data
and information, investigator use different ways like Thematic analysis, T-test, Chi Square test,
23

Regression analysis and many more. All these are help in analysing collected information that
support in drawing valid and reliable conclusion.
3.8 Sampling
It is consider as a group in which data is gather as well as obtained. The main aim of this
research is to gather or understand views and opinion of selected participants towards the
research objectives. With the help of this, researcher easily gather authentic and reliable
information. In this regards, sampling technique is classified into two methods such as non-
probability and probability. Both are important to collect relevant data and information from
different respondents. Sampling process includes various aspects such as random, stratified,
systematic and judgemental sampling technique.
In probabilistic sampling method, samples are selected form of random selection in
which investigator set up some process that assures that the various units in whole population
and also have equal chances of being chosen. On the other hand, non-probability is a technique
in which odds members are selected as a sample that can not be calculated.
For this investigation, researcher use random method that is part of probability sampling
technique. Mainly, random sampling is an effective technique in which every respondents has a
chance of being selected in the sample. By using this, information can be easily gathered from
selected respondents. With the assistance of this, investigator select 50 respondents as a sample
size who are the customers of organisation serve their products as per their requirements.
3.9 Research Ethics
Research ethics is related with what is right and what is wrong in the whole study. In this
context, mainly it includes primary research that used to ensure that results of study is relevant
and reliable as well. Thus, it is important for investigator make sure that information of selected
respondents must be confidential so that positive results can be easily attained. Along with this, it
includes different principles such as anonymity, confidentiality and informed. All these are
crucial for researcher while undertaking research activities (Wiedmann and et. al., 2018). In this
regards, anonymity refers to the detail of participants which are not linked with primary research.
Informed consent includes accurate information towards the research objectives. With the
assistance of this, researcher can easily complete the research without any kind is error and issue
as well.
24

3.10 Research Limitations
At the time of undertaking research activities various limitation faced by investigator that
negatively impact on the end result of the study. In this regards, the main limitation is completion
of research work and ability of investigator to includes larger sample size for gathering
information. At the time of completion of study, limited time is one of the major issues which
create issues while executing research activities. Every research activities and task require
specified time and guideline in which study can be completing. This is it is important for
investigator to make and appropriate plan and procedures that help them in executing activities in
specified time frame. Furthermore, inadequate fund is also consider as a limitation that may
adversely impact on the end outcome of the research. By making an effective plan of research
activities, investigator can reduce the chances of arising errors and conflicts in research. It help
researcher in attaining reliable outcomes within the study.
4. DATA ANALYSIS AND PRESENTATION
Data analysis refers to process of applying the logical and statistical techniques to explain
and illustrate the data in an effective manner. It is related to examining the data through using the
logical and analytical reasoning to examine components of provided data. For analysing the data,
questionnaire has been developed through researcher and analyse through developing themes and
graphs.
4.1 DATA SHEET
Q1) Do you have the knowledge about Brand design? Frequency
a) Yes 28
b) No 22
Q2) What is the importance of brand design? Frequency
a) Make products differentiate 20
b) Attract customers 17
c) Enhance brand recognition 13
Q3) As per your opinion, does better brand design helps in attract
consumers and enhance sales of business?
Frequency
25

a) Agree 30
b) Disagree 20
Q4) According to your opinion, does brand design develops positive
impact on customer purchasing?
Frequency
a) Yes 29
b) No 21
Q5) What are the different factors which impact on customer
purchasing?
Frequency
a) Psychological factors 13
b) Social factors 18
c) Personal factors 15
d) Cultural factors 4
Q6) What are the factors which attract customers towards products
offered by Apple?
Frequency
a) Cost 10
b) Quality 15
c) Features 25
Q7) What special features does Apple product provides which
differentiate it from other brand?
Frequency
a) Operating system 22
b) Application Design 10
c) Durability 18
Q8) What are the different strategies Apple can use to attract
consumers?
Frequency
a) Social media marketing 12
b) Digital marketing 16
26

c) PR marketing 10
d) Event marketing 12
Q9) Is good brand design helps in enhancing popularity of Apple
company?
Frequency
a) Yes 26
b) No 24
Q10) What are the competitive advantages Apple firm can gain from
make better visual brand design?
Frequency
a) Value 10
b) Recognition 12
c) Differentiation 18
d) Unity 10
Q11) What are the current trends related to customer purchasing in
United Kingdom?
Frequency
a) Online purchasing 16
b) Feedback review 12
c) Go green 22
Q12) What are the several factors that must be consider while brand
design?
Frequency
a) Informative 20
b) Unique 16
c) Simplicity 14
Q13) What are the different ways through which Apple can determine
the needs and demands of consumers?
Frequency
a) Conducting research 20
27

b) Interviewing consumers 17
c) Categorise feedback 13
Q14) Why Apple hold strong brand image in marketplace? Frequency
a) Diverse Range of Products 19
b) Dynamic Business Plan 16
c) High Quality products 15
Q15) Why Apple company is successful in technology market? Frequency
a) Systematic Product Development Process 14
b) Quality 25
c) Designs for the future 11
4.3 THEMATIC ANALYSIS
28

THEME 1: Knowledge about Brand design
Q1) Do you have the knowledge about Brand design? Frequency
a) Yes 28
b) No 22
Interpretation: Brand design is an identity and logo of a brand that differentiate one to another.
The good brand design attract the people most towards purchasing services and products in an
effective manner. It is necessary when trying market a service or product in to new established
market. As per opinion of 28 respondents out of 50, they have the knowledge about the brand
design in a better manner. On the other hand, there are 22 respondents which do not have idea
about the brand design.
THEME 2: Importance of brand design
Q2) What is the importance of brand design? Frequency
a) Make products differentiate 20
b) Attract customers 17
c) Enhance brand recognition 13
Interpretation: Design develops the credibility and the brand recognition through developing
consistent visual language, giving instant connection to services. A better brand design helps in
provide the competitive benefits to business and also make the brand attractive. With the help of
better brand design, company can make good impression with the consumers and others. On the
basis of 20 respondents that brand design helps in make the product different of one company to
another. Through this, customers can easily identify products which they will purchase to satisfy
their needs and demands. There are 17 respondents which said that better brand design is helpful
in attract the large number of consumers for enhance sales and profitability of business. As per
opinion of 13 respondents and according to them, the main significance of the brand design is to
increase the brand recognition. If the brand design of company will more popular then it will
help in increase reputation of business and people will attract towards purchasing.
THEME 3: Brand design helps in attract consumers and enhance sales of business
29

Q3) As per your opinion, does better brand design helps in attract
consumers and enhance sales of business?
Frequency
a) Agree 30
b) Disagree 20
Interpretation: Brand building is more than the brand awareness because if the brand design
will be better then it will help in attract the more consumers. Brand design is collection of
components that firm develops portray right image to customers. In this, brand identity is varied
from brand image and the branding. the branding is marketing practice that shaping disjunctive
brand. From the above mention graph, it has been analysed that that are 30 respondents which
said that they are agree that brand design is helpful in attract the customers and it helps in
increase sales of the company in significant manner. As per opinion of 20 respondents that they
are disagree with this because sometimes, brand design is better but the cost of that product is
high so in this manner the brand design does not increase business sales.
THEME 4: Brand design develops positive impact on customer purchasing
Q4) According to your opinion, does brand design develops positive
impact on customer purchasing?
Frequency
a) Yes 29
b) No 21
Interpretation: Brand design plays a crucial role in growth and success of a company as it help
in enhancing the recognition about the company along with the product or services it offers. In
addition to this a brand design also support in differentiate the product of company from that of
others. The image of a company is totally relays on the brand design as customers basically knew
a particular company by its design only. By performing investigation over this it has been found
that 29 out of 50 respondents said that brand design have a positive impact over the customer
purchasing as it is a main symbol of value as well as quality company provides in its product.
But the another 21 respondents are not agree with the fact the brand design have a positive
impact over the purchasing behaviour of customers as it highly get influence by its higher brand
recognition and image company holds in front of customers.
30

THEME 5: Different factors which impact on customer purchasing
Q5) What are the different factors which impact on customer
purchasing?
Frequency
a) Psychological factors 13
b) Social factors 18
c) Personal factors 15
d) Cultural factors 4
Interpretation: There are the several factors which effecting on the consumer behaviour. all the
factors are jointly shape behaviour of customers. Due to effect of different factors, customers
respond to the marketing programme in different manner. As per opinion of 13 respondents that
the purchasing behaviour is influences through psychological factors. Dominants between them
consists motivation, learning, perception and the attitudes. it is complex to measure affect of the
psychological factors as they are internal. On the basis of opinion of 15 respondents that personal
factors are also the main factor which impact on the customer buying. These are related with the
purchaser. According to view point of 18 respondents that social factor affect the most. the
behaviour patterns, dislikes and likes through people affect. In this factor, reference groups,
family and the role affect the most on purchasing behaviour. There are 4 respondents which
agree with the cultural factor.
THEME 6: Factors which attract customers towards products offered by Apple
Q6) What are the factors which attract customers towards products
offered by Apple?
Frequency
a) Cost 10
b) Quality 15
c) Features 25
Interpretation: Apple has a high brand image at market place and it has large customer base.
The success of this company is not matter of making the more money or selling more products.
Company provide the better quality of products with special features which can help in satisfying
31

the demands of people in an effective manner. On the basis of 10 respondents that cost is one of
the main factor. Apple organisation uses the premium marketing strategy but its provides the
unique features which are different from the other company products. As per opinion of 15
respondents that quality is one of the main factor, that attracts the people most. The quality of
Apple company reputation makes iOS priority platform even for the cross- platform developers.
The quality is helpful in entry in to the new markets. According to opinion of 25 respondents that
the features of Apple products are unique or can say different from the other company products.
THEME 7: Special features does Apple product provides which differentiate it from other
brand
Q7) What special features does Apple product provides which
differentiate it from other brand?
Frequency
a) Operating system 22
b) Application Design 10
c) Durability 18
Interpretation: The products and services of Apple company is different from other company
products. According to 22 respondents that the special feature Apple company provide in its
products is operating system. It is mobile operating system that developed for its hardware. It
presently powers several of mobile devices that consists iPad, iPhone and iPod Touch. Under
this, iOS user interface is based on direct manipulation by using multi- touch gesture. There are
10 respondents which said that the design of Apple applications are different. It makes the
changes in its application within short period of time. On the basis of 18 respondents that the
durability of Apple products is high and they run for the long period of time.
THEME 8: Different strategies Apple can use to attract consumers
Q8) What are the different strategies Apple can use to attract
consumers?
Frequency
a) Social media marketing 12
b) Digital marketing 16
c) PR marketing 10
32

Q8) What are the different strategies Apple can use to attract
consumers?
Frequency
d) Event marketing 12
Interpretation: Company use the different strategies to attract more consumers. Apple is a large
size company and it uses the various strategies. The strategies are helpful in attract the
consumers, developing the brand awarenesses and also lasting relationships. On the basis of 12
respondents that social media marketing is one of the beneficial strategy. This this present time
large number of people are connected with the social media. It change the way people connect as
well as communicate with the each other. The different social media company can use such as
Facebook, LinkedIn, Instagram etc. According to opinion of 16 respondents that Digital
marketing is an effective strategy that helps in promoting the products or brads by electronic
media. It mainly advocated use of different digital technologies and devices in order to deliver
the marketing related messages to consumers. 10 respondents said that PR marketing entails
business developing as well as cultivating relationship with media to develop brand awareness in
market. 12 respondents are agree with the event marketing because it includes development as
well as execution of promotional campaign that is related with the special event.
THEME 9: Good brand design helps in enhancing popularity of Apple company
Q9) Is good brand design helps in enhancing popularity of Apple
company?
Frequency
a) Yes 26
b) No 24
Interpretation: As per mentioned above graph it can be examined that, good brand design is
play a crucial role in developing the positive image of the company at market place. It also
contribute in inviting more and more customers towards its offerings. Thus, it is important for
company to keep their brand design more attractive and unique so that they can easily improve
their performance level at competitive market place. As per 26 out of 50 respondents, it is
important for company to make their brand design good because it help in enhancing the
33

population of firm at competitive market place. On the other side, 24 people are not in favour
with this statement that good brand design improve the brand image at market place.
THEME 10: Competitive advantages Apple firm can gain from make better visual brand
design
Q10) What are the competitive advantages Apple firm can gain from
make better visual brand design?
Frequency
a) Value 10
b) Recognition 12
c) Differentiation 18
d) Unity 10
Interpretation: The better brand design helps in provide the competitive benefit to company.
According to opinion of 10 respondents that value is main competitive advantage that Apple can
gain from make its brand design better. In this, professional branding provides people impression
that company is confident, established and also trustworthy. It is helpful in enhance the value of
business. 12 respondents said that brand recognition is attained through presenting audience with
visual experience. It is necessary to assure that the brand design maintains cohesive look
advantages that the brand recognition over period of time. On the basis of opinion of 18
respondents that quality of Apple product is different from its competitors and its makes the
product differentiate. The features of this company product is different from other company and
it is more attractive. There are 10 respondents that unity is one of the main competitive
advantage Apple can gain by make its brand design unique. Having strong brand develops sense
of the cohesiveness and unity. Through maintaining the clear brand and consistent across all the
marketing challenges, customers can recognize the brand in an easy manner.
THEME 11: Current trends related to customer purchasing in United Kingdom
Q11) What are the current trends related to customer purchasing in
United Kingdom?
Frequency
a) Online purchasing 16
b) Feedback review 12
34

Q11) What are the current trends related to customer purchasing in
United Kingdom?
Frequency
c) Go green 22
35

Interpretation: UK adopts the new marketing trends which are related with the purchasing of
consumers. On the basis of 16 respondents that Online purchasing is one of the current trends. In
this modern era, people purchase the services and products from the online internet sources. This
helps in provide the various options to consumers about purchasing of products. In online
purchasing, customers can compare the one company product to another and also quality. On the
other hand, Company take the feedback review from customers and make the changes
accordingly. It is necessary for an organisation to take the feedbacks or reviews from customers
about the services and products to see effectiveness. It will help in develop the positive impact
on the brand image and reputation of firm. 22 respondents said that Go Green concept adopted in
United Kingdom.
THEME 12: Several factors that must be consider while brand design
Q12) What are the several factors that must be consider while brand
design?
Frequency
a) Informative 20
b) Unique 16
c) Simplicity 14
Interpretation: As per above mentioned graph it has been evaluated that various factors are
there which is important for company to consider while developing brand design. It help in
improving positive brand image of the company as compare to its competitors. In this regards,
the main motive of business organization to established their competitive image by making
unique and quality products to large number of customers as per their requirements. According
to the 20 out of 50 respondents point of view, informative is and important factor which used by
company at the time of implementing brand design. As it help in influencing customers to
consume its products. Along with this, 16 people think that product should be unique that help in
inviting large number of customers towards its products and services. On other hand, 14
participants think that simplicity is also consider as an effective factors that must be consider by
36

company while developing brand design. This will contribute in enhancing the profitability level
of the company at market place.
THEME 13: Ways through which Apple can determine the needs and demands of
consumers
Q13) What are the different ways through which Apple can determine
the needs and demands of consumers?
Frequency
a) Conducting research 20
b) Interviewing consumers 17
c) Categorise feedback 13
Interpretation: From the above mentioned graph it has been examined that various ways are
used by company to evaluate as well as understand customers needs and wants towards the
products and services. Mainly, consumers are the important asset of business as it provide
support to enhancing the marker share and positive brand image as well. This is possible by
providing them quality services as per their needs and wants. With the help of this firm increase
their profitability level at market place and at the same time also retain the for longer period of
time. According to 20 out of 50 respondents, conducting research is one of the effective way to
evaluating actual needs of customers. In addition of this, 17 people think that by undertaking
interview of customers is also help in understanding the actual needs that help them in providing
better satisfaction. On the other side, 13 participants think that categorise feedback is also
consider as an important aspect by which company analyse the customers needs towards its
offerings. With the assistance of this, company can easily increase satisfaction of the consumers
and also retain the for longer period of time.
THEME 14: Apple hold strong brand image in marketplace
Q14) Why Apple hold strong brand image in marketplace? Frequency
a) Diverse Range of Products 19
b) Dynamic Business Plan 16
c) High Quality products 15
37

Interpretation: Apple company has a strong brand image at a marketplace as it has large
number of consumers. It holds the strong brand image at market place for long period of time.
There are 19 respondents which said that Apple provides the wide range of goods and services
which are different from the other company products. It is specialise in selling iPad, iPod, Apple
Watch and iPhone. 16 respondents said that Apple develops the dynamic business plan and it is
one of the main reason behind success of business. Apple company had to be expand its products
if its was to develop. There are 15 respondents which agree with the high quality of goods with
unique features.
THEME 15: Apple company is successful in technology market
Q15) Why Apple company is successful in technology market? Frequency
a) Systematic Product Development Process 14
b) Quality 25
c) Designs for the future 11
Interpretation: In the technology market, Apple company is most successful. There are 14
respondents which said that systematic product development process is one of the most
necessary factor to get success at marketplace. Apple company follows product development that
explains systematic and logical. This company is particular about design phase at the time of pre-
production. Quality is one of the main factor that makes the business more successful in the
technology market. The main focus of Apple company is on providing the better quality features
to respondents so that they can get something new and unique in their mobile phones. 11
respondents said that Apple company designs for future. This firm is pioneer when it comes to
the design. For new design, the design team of Apple starts two years early.
5. RESULTS AND DISCUSSIONS
Consider the information which has been presented by researcher in literature review section and
in data analysis part of this investigation, it can easily be said that the consumer purchasing
behaviour is an important section for every single business organisation. Understanding of this
could help a business organisation in reaching to new heights through offering customers with
what they are looking for. If it is talked about Apple, company has used innovation based style in
38

order to grab the attention of customers and to meet the requirements which are matching with
the current trends as well. With the help of an effective design, a customer directly gets to know
about the company which is offering products, that he or she is looking forward to purchase. this
can only be done if the company has a good image in the market or famous at international level.
If it is talked about Apple company is at renowned position at the moment which helps them in
in differentiating themselves from other business organisations that are dealing in electronic
business sector.
Above interpretations along with the literature review section has already presented that
developing and effective and unique brand design could help up a company like Apple in
reaching to new heights as it directly helps organisation in differentiating itself from other
business companies. It has been analysed that Apple has basically targeted customers with
habitual buying behaviour. Since, the company is targeting people who earned circuit amount or
will longs to a healthy background in regards to the monetary terms, which made them habitual
of purchasing the best product out of many. As the performance level of apple and of its products
stayed up from a really very long time, customers and public majorly believes on its products
due to its presence and the quality that the company is offering to them. Alongside this, it can
also be said that differentiation has become a must for companies in present time and this is
because of the rapid increase in competition where the companies do have to make their brand
and the signs patent. The main reason behind this is that, there are many local companies that are
looking forward to do fraud and to make money considering the name of big organisations due to
they already have good image in the market, this piracy act has become really very common in
present time. This is why, a company is required to keep itself unique with the help of different
signs quotes and other type of elements through which it can get uniqueness from other
companies.
Discussion on importance of brand design for Apple
It has already been discussed that the designer of Apple sign, Rob Janoff has kept this in his
mind that the overall uniqueness matters for every single business organisation. Rather than
going for a round fruit, he has chosen bitten Apple as it directly shows that the company thinks
on an intellectual basis rather than developing normal products for its customers (Pradhan,
Duraipandian and Sethi, 2016)., Steve Jobs, the owner of Apple already understood that it will be
required for the company to to develop a unique design and produce unique message in their
39

products in order to sustain in the market for a longer period of time. This approach has helped
them in becoming today’s powerful electronic business company that is dealing at international
level. Alongside this, it has also been analysed that brand not only provides renowned position to
the company but it also differentiates itself from other companies that are doing business within
the same sector. hair, it has been found that Steve Jobs has kept his focus on promoting itself and
has invested heavily on launching a new product in the market. This has given the company a
whole new unique presence which directly impacted positively upon brand design of Apple.
Discussion on current trend related to buying behaviour within United kingdom
Considering the information which has been presented in literature review section, it can easily
be said that companies should invest themselves in improving the presence of product or service
within the market so that customers could get to know about the brand and purchase products
and services after collecting proper knowledge about it (Ha, and Stoel, 2014). Social media, has
been one of the crucial element that it has helped the business organisations in making
themselves much more authentic and familiar with customers. This is a platform where
behaviour of customers basically gas changes as most of targeted customers of Apple stays
online over different media channels in order to stay connected with each other. Using a much
more authentic and attractive marketing strategy along with the resources, Apple could
effectively gain attention of customers from all over the world. There are many organisations
working in technology sector providing mobile phones, computers, etc, Hence, they collect
reviews through e- commerce sites, social media, etc. which assist them to know about it. in the
same way Apple has also collected the information from these websites in order to improve the
overall presence of themselves and to offer customers with what they are looking for. There are
possibilities that consumer's decision regarding purchase of product might change. It is clear that
due to change in market trends, there is change in demand of consumers as well. This has already
been kept by apple, and through this organisation has also grabbed a good image in the market.
Discussion on effect of brand design in customer purchasing behaviour for Apple
Since it has been discussed above,. That there are ample number of factors that stays present
within the customers purchasing behaviour that are required for Apple to be understood in order
to put impact upon their decisions with their on brand design. Advocacy is said to be one of the
crucial element that is required Apple to understand because there are around 38% of people
from all over the world who first look into the product details online and then after that they
40

build their decisions of purchasing the product or not. Another crucial element that came in front
that is communication where around 21% of targeted customers first talk to other people and
discuss about if they should purchase the product or not. People communicate about products
and services which are relevant in current market. This is basically being done with the people
who has already purchased the product and using it from a long time or a short period of time.
Therefore, it will be required for or Apple to develop their image in front of its existing
customers in order to reach to the target people from all over the world.
Including this there is another crucial factor which is required for Apple to take into
consideration and that is Email marketing, in present context, Apple already has a good strategy
of grabbing knowledge in regards to what people are talking about of its products.(Gao and
Feng, 2016). Word of mouth, can also be taken as aware of promoting products and services that
is required for Apple to adopt even when it is having a good image in the market. This is because
word of mouth is being considered as one of the most influential and the best way of publicity
which individuals came to know about brand image of organisation. If people share their good
experience with individuals, then it is word of mouth promotion.
6. CONCLUSION
6.1
Summary
With the help of above mentioned report, it is being concluded that building an effective
brand could help an organisation in reaching to new heights. Through this, a company could gain
ample number of competitive advantages considering various sorts of branding techniques. It has
also been summarised that, uniqueness can not only help a company in becoming a well known
brand within a market but it could also raise ample number of benefits for the business
organisation like improvement in customer's loyalty, and more. Through this, customers could
effectively know about the products offered by the company. This also aid a business
organisation in sustaining within a market for a longer period of time. It has also been
summarised that, without developing a much effective and unique brand design, a company
would not become a famous brand. Here, Apple can be considered as a good example of brand
uniqueness, where its products directly recognised by public or targeted customers.
41

Summary of what has been achieved
Researcher has enhanced his knowledge in regards to branding, and its impact upon
customers buying behaviour. Along with this, skills has also been improvised related to research,
interpersonal, communication, time and risks management. All the negative and positive aspects
of branding designs has also been understood from present investigating report. This raised
maximum benefits not only for researcher, but for readers as well in regards to how effectively
brand design works in retaining customers or changing their behaviour positively in regards to
the products and services offered by a company.
6.2
Evaluation of Results
With the help of above mentioned data, it can easily be said that results which has been
pulled out are in favour of why researcher has conducted the investigation. Basically,
investigator has kept its focus on analysing how customers behaves towards a brand, whenever
any sort of modifications being brought in by individual. Here, it is being evaluated that, change
in practice linked with branding might impact in both positively or negatively on a particular
business organisation's brand name and towards products and services offered by the company to
its targeted customers.
Limitations in results
At the time of conducting the investigation on the chosen topic, investigator has basically
gone through a range of problems that became as limitations for the individual. It was pretty
much required for performer to look into a range of issues that were linked with secondary
resources because, in many sections problem was directly being faced related to authenticity of
the information. This could easily be resolved considering or taking help of colleagues and peers
as well.
RECOMMENDATIONS
6.3 Recommendations based on Evaluation
Considering the data, which has been presented above there are a range of
recommendations made by researcher and these are given beneath:
42

 Don't Let Customers Down : If the company is consistently deliver high-quality products
and services and stay on top of trends, Apple's customers will stick with it because they
know they can count on them. The retention value of the brand is so high because the
company has always identified the latest trend and preferences of customer and bring the
latest innovation in the similar manner which has able to retain the loyal of customer
towards the brand. Further, the internal team of the Apple has always focused on the
constructive feedback received from their existing customer so that they can offer the
best possible customer service experience and reach out to the potential ones. Thus, being
premium brand Apple has never compromised with the quality and serve the best product
to the customer that has enhanced the goodwill of brand. Apart from this the competitive
brand like Apple also analyse the competitors strategy with the motive to deliver the best
possible value to their customer. This can also help the company by reducing the
switching of customer to the other brand which offer more innovative services. Hence,
adequate investment in the research and development technique can help the company to
gain the global dominance by meeting the requirement of the target market effectively. Be Authentic And Consistent : It is also recommended that, the importance of being
authentic and consistent cannot be underestimated. Customers must be able to count on
the company to deliver the same outstanding products and services of Apple over time.
Authenticity is basically the subjective concept that help most of the successful brands
like Apple to remain authentic and retain their target market for which the company
should function consistently. Thus, to flourish the business and maintain authenticity as
well as consistency the brand need to communicate the true attributes of the product for
which they need to be honest because consumer is the one who will come to know about
its functioning on the basis of its application. Further, the product should deliver values to
customer as this can only engage the customer and reduces the chances of dissonance.
Thus, Apple has been strong enough to address the grievances of customer build solid
customer engagement. Have A Noble Edge : Another recommendation which has been made i.e. scientific
studies show that people are intensely loyal to brands leveraging the Noble Edge Effect.
This is when an independent source shares the socially responsible or charitable work
company like Apple does. Be authentic about giving back and let others tell company’s
43

story. This is especially effective with customers who have strong moral aspirations or
who have little product knowledge and experience. Along with that the company should
promote the employee benefit programme under which workforce are considered as an
essential part of an organisation due to which other than remuneration additional benefit
is offered by the company such as maternity leave, paid leaves, health and medical
insurance. For instance, Apple share effective relation with their staff which help them to
retain the trust amongst the employer and employee. Live And Breathe Customer Service : Nothing is perfect in life. Every single individual
is required to understand that. But when that something goes wrong with company's
product, a great way to increase brand loyalty is to simply be there for customer. Live and
breathe customer service, because without them, organisation like Apple won't have any
following. Answer the phone, respond to the messages left on social media channels. The
success behind every large company is that they give extra attention to their customer
service department where the respective company sort out different queries of customer
and satisfy them in best possible manner. This can be the part of both pre and post
purchases of product that retain the trust of customer towards brand. On the basis of past
experiences or referrals from the customers of the company will come to know that their
problem are tackled by company. In terms of the customers of Apple brand have trust
over the brand that if they face any problem then their query will be considered by the
customer service service who is available 27*7 to handle the query of their prestigious
customer. Additionally, the company should provide proper training and development
programme so that the can satisfy the customer and retain the value of company.
 Provide Value : Don't just write content for the sake of content or throw out minimal
discounts or offers. It is recommended to provide or offer something to targeted users
actually care about. What do they want to know, see, do, have? Giving more than they are
looking for is being considered as a concept that helps managers leaders and staff of
Apple to communicate with its customers them more of that. Understand their personas,
what drives them and why they like product in the first place. Further, the company post
their content on the various sources which include both traditional media like print
advertisement and digital media like website, social media and so on. Thus, the content
should be designed in a manner it should appeal the interest of their existing and potential
44

customer. Along with that the content need to precise but communicate all the vital
information simultaneously by avoiding the overuse of jargon. Apple mostly uses digital
media and prepare personalised messages for their potential staff before launching the
series or product in the market.
6.4
Future Work
If researcher gets a chance in your future in regards to the same topic to conduct the research,
investigator taken consideration of secondary research rather than going for the primary one. The
reason behind this is that comma Apple is already at a good place in present business market and
public in all over the world know about its brand through its bitten Apple sign. Consumer mind-
sets is already at a good place due to the products and services that Apple is offering to them.
Future considerations will directly lead investigator in finding out much more authentic and
reliable sources that will aid in pulling out favourable outcomes in regards to the chosen topic. In
the near future, there was some other key areas as well, which was required for the the researcher
to take into consideration but, due to last time that the researcher was having it became hard to
look into different aspects. If there is surgery gets the the opportunity same as it was given in this
project, it is maybe possible that all the left factors will be taken into consideration in order to
conduct much more authentic and reliable source waste research.
REFLECTION
Considering the above discussed information, I can easily say that branding plays an
important role for every single business organisation. While conducting the investigation on
particular topic i.e. brand design and its impact consumer behaviour, I have been through ample
number of issues, which were linked with many things like authenticity of information that I
have utilised. It has became really very important for me while carrying out investigating work to
deal with the time, which I was having to complete the dissertation. Different issues which came
in front of me, there were ample number of issues that were faced by me in limited time duration
given to me to finish the study. Because of the time boundation, I was not able to explore more
options and opted those which are easily available and can be used in no time. Thereafter, the
other concern was of the scope of the project. As it is very wide it is not ethical to give the
45

conclusion on topic only on the basis of few areas which are covered while study. It is due to the
fact that there are also other facts that may prove the results of the research wrong. Along with
this, I have taken help from my colleagues as well, who has helped me out from coming out of
various risks factors and from confusion as well in regards to the chosen topic. In all, I can say
that I have learnt many things while conducting investigation on the selected or chosen topic.
ALTERNATIVE RESEARCH
Alternative method of conducting an investigation is second best technique on the basis
of which a research can be conducted. Method of conducting a research is chosen carefully after
analysing all the aspects of investigation topic. In the current study, questionnaire method is used
to analyse views of various respondents. The reason behind selecting this method is this
technique is easier to evaluate and interpret using statistical tools like graphs and charts. As an
alternative method, Interview method can also be used. The rationale behind considering it as an
alternative method is that it facilitates in providing detailed views of respondents. By the use of
this method, facts and views about the research topic can be procured by interviewing various
respondents. This is a primary data collection method in which few questions either open ended
or close ended are developed and asked by few people. Interview is most essential alternative
method which will support an investigator to collect data in form of quality and numbers. The
major difference between questionnaire and interview is that one method is quite easy and quick
than the other. In order to gain the convenience, questionnaire is selected over interview. It can
be said that interview is the second best method and is alternative method of conducting this
research.
7. PERSONAL DEVELOPMENT
Conducting the investigation on a particular topic helps in enhancing personal skills and
abilities as well. This helps an individual in conducting the research in future, much more
effectively and efficiently as well. Personal development basically being considered as an
important approach, which helps an individual in improving overall living and other sorts of
standards as well. In present context, I can see in myself that there were many skills, that came in
front which I utilised and a comparison within these skills before and after conducting the
investigation is done underneath:
Skills that has been carried by me before conducting investigating on the project :
46

 Time management skills : Before, performing the different sections of the investigation,
I could give myself with a rating of 5 out of 10. The reason behind this is that, before
conducting the research, I was unaware of the fact that Gantt Chart can be really very
helpful while conducting an investigation right on time.
 Research Skills : This is being considered as one of a crucial investigating skill, which is
required not only for me but for every single individual who is working on a research
project. In present context, I am going to give myself with 6 out of 10 as rating. This is
because, while conducting the investigation on chosen topic, it was pretty much required
for me to look into different aspects and take help of others in order to reach to the
conclusions.
 Interpersonal skills : Another crucial skill, that plays a necessary role for an investigator
because, while getting confused it will be required for me to take suggestions from my
peers. Here, it was required for me to take in consideration of interpersonal skills and
rating that I am giving to myself i.e. 7 out of 10, due to I was having fear of getting
insulted within the class, in front of individuals.
Skills that has been carried by me after conducting investigating on the project : Time management skills : After when the whole investigation got finished, I found
myself to a good position due to all the steps taken by me in regards to finishing the topic
in specified time frame. Therefore, I can say that this skill directly got improvised from 5
ratings to 7 out of 10. Research Skills : This skill also got enhanced from 6 rating to 7 out of 10, I have
analysed that my own research skills got improved through looking at a range of
secondary resources and finding out the best one from it. This helped me out in
developing the investigation with much more authenticity within the chosen topic.
 Interpersonal skills : This skill has got improvised as well, from 7 to 8 out of 10 as
ratings. This has helped me out in improving the overall performance level of my own in
front of my peers while taking suggestions from them.
Therefore, it can easily be said that while conducting the investigation on particular
research topic i.e. to analyse the importance of brand design and its impact upon customers
behaviour, skills that has been discussed got improvised. With the help of this, maximum
benefits can easily be gained in much effective and efficient manner. On the other hand, there
47

were some other sections or areas as well, that got improvised which has helped me in reaching
to new heights in specified time frame. These developed skills will help me out in near future as
well, and I will get a chance to perform same type of investigation again, I might directly finish
the work before coming onto the deadline (submission date) of the research.
48

REFERENCES
Books and Journals
Ha, S. and Stoel, L., 2014. Designing loyalty programs that matter to customers. The Service
Industries Journal, 34(6), pp.495-514.
Van Noort, G., Voorveld, H.A. and Van Reijmersdal, E.A., 2012. Interactivity in brand web
sites: cognitive, affective, and behavioral responses explained by consumers' online
flow experience. Journal of Interactive Marketing, 26(4), pp.223-234.
Van Noort, G., Voorveld, H.A. and Van Reijmersdal, E.A., 2012. Interactivity in brand web
sites: cognitive, affective, and behavioral responses explained by consumers' online
flow experience. Journal of Interactive Marketing, 26(4), pp.223-234.
Gao, Q. and Feng, C., 2016. Branding with social media: User gratifications, usage patterns, and
brand message content strategies. Computers in Human Behavior, 63, pp.868-890.
Waiguny, M.K., Nelson, M.R. and Marko, B., 2013. How advergame content influences explicit
and implicit brand attitudes: When violence spills over. Journal of Advertising, 42(2-3),
pp.155-169.
He, Y. and Lai, K.K., 2014. The effect of corporate social responsibility on brand loyalty: the
mediating role of brand image. Total Quality Management & Business
Excellence, 25(3-4), pp.249-263.
Kavaratzis, M., Warnaby, G. and Ashworth, G.J. eds., 2014. Rethinking place branding:
Comprehensive brand development for cities and regions. Springer.
Vegt, E., 2016. Designing Sound for Quiet Cars (No. 2016-01-1839). SAE Technical Paper.
Redondo, I., 2012. The effectiveness of casual advergames on adolescents' brand
attitudes. European Journal of Marketing, 46(11/12), pp.1671-1688.
Schade, M., Hegner, S., Horstmann, F. and Brinkmann, N., 2016. The impact of attitude
functions on luxury brand consumption: An age-based group comparison. Journal of
business research, 69(1), pp.314-322.
Shekhar Kumar, R., Dash, S. and Chandra Purwar, P., 2013. The nature and antecedents of brand
equity and its dimensions. Marketing Intelligence & Planning, 31(2), pp.141-159.
Lewis, H., Gertsakis, J., Grant, T., Morelli, N. and Sweatman, A., 2017. Design+ environment: a
global guide to designing greener goods. Routledge.
Lucarelli, A., 2012. Unraveling the complexity of “city brand equity”: A three-dimensional
framework. Journal of Place Management and Development, 5(3), pp.231-252.
Kamboj, S., Sarmah, B., Gupta, S. and Dwivedi, Y., 2018. Examining branding co-creation in
brand communities on social media: Applying the paradigm of Stimulus-Organism-
Response. International Journal of Information Management, 39, pp.169-185.
Sheng Goh, Y., Chattaraman, V. and Forsythe, S., 2013. Brand and category design consistency
in brand extensions. Journal of Product & Brand Management, 22(4), pp.272-285.
Brexendorf, T.O., Bayus, B. and Keller, K.L., 2015. Understanding the interplay between brand
and innovation management: findings and future research directions. Journal of the
Academy of Marketing Science, 43(5), pp.548-557.
Beetham, H., 2013. Designing for active learning in technology-rich contexts. In Rethinking
pedagogy for a digital age (pp. 55-72). Routledge.
Wiedmann, K.P., Labenz, F., Haase, J. and Hennigs, N., 2018. The power of experiential
marketing: Exploring the causal relationships among multisensory marketing, brand
49

experience, customer perceived value and brand strength. Journal of Brand
Management, 25(2), pp.101-118.
Goi, M.T., Goi, C.L. and Wong, D., 2014. Constructing a brand identity scale for higher
education institutions. Journal of Marketing for Higher Education, 24(1), pp.59-74.
Vashisht, D. and Royne, M.B., 2016. Advergame speed influence and brand recall: The
moderating effects of brand placement strength and gamers’ persuasion
knowledge. Computers in Human Behavior, 63, pp.162-169.
Cassia, F., Cobelli, N. and Ugolini, M., 2017. The effects of goods-related and service-related
B2B brand images on customer loyalty. Journal of Business & Industrial Marketing.
32(5). pp.722-732.
Lukas, S., 2012. The immersive worlds handbook: designing theme parks and consumer spaces.
Focal Press.
Rezapour, S. and et. al, 2014. Designing a new supply chain for competition against an existing
supply chain. Transportation research part E: Logistics and transportation review. 67.
pp.124-140.Ha, S. and Stoel, L., 2014. Designing loyalty programs that matter to
customers. The Service Industries Journal. 34(6). pp.495-514.
Van Noort, G., Voorveld, H. A. and Van Reijmersdal, E. A., 2012. Interactivity in brand web
sites: cognitive, affective, and behavioral responses explained by consumers' online
flow experience. Journal of Interactive Marketing. 26(4). pp.223-234.
Van Noort, G. and et. al., 2012. Interactivity in brand web sites: cognitive, affective, and
behavioral responses explained by consumers' online flow experience. Journal of
Interactive Marketing. 26(4), pp.223-234.
Gao, Q. and Feng, C., 2016. Branding with social media: User gratifications, usage patterns, and
brand message content strategies. Computers in Human Behavior. 63. pp.868-890.
Waiguny, M. K., Nelson, M. R. and Marko, B., 2013. How advergame content influences
explicit and implicit brand attitudes: When violence spills over. Journal of Advertising.
42(2-3). pp.155-169.
He, Y. and Lai, K. K., 2014. The effect of corporate social responsibility on brand loyalty: the
mediating role of brand image. Total Quality Management & Business Excellence.
25(3-4), pp.249-263.
Kavaratzis, M., Warnaby, G. and Ashworth, G.J. eds., 2014. Rethinking place branding:
Comprehensive brand development for cities and regions. Springer.
Vegt, E., 2016. Designing Sound for Quiet Cars (No. 2016-01-1839). SAE Technical Paper.
Redondo, I., 2012. The effectiveness of casual advergames on adolescents' brand attitudes.
European Journal of Marketing.46(11/12). pp.1671-1688.
Schade, M., Hegner, S., Horstmann, F. and Brinkmann, N., 2016. The impact of attitude
functions on luxury brand consumption: An age-based group comparison. Journal of
business research. 69(1). pp.314-322.
Shekhar Kumar, R. and et. al., 2013. The nature and antecedents of brand equity and its
dimensions. Marketing Intelligence & Planning. 31(2). pp.141-159.
Lewis, H. and et. al., 2017. Design+ environment: a global guide to designing greener goods.
Routledge.
Lucarelli, A., 2012. Unraveling the complexity of “city brand equity”: A three-dimensional
framework. Journal of Place Management and Development. 5(3). pp.231-252.
50

Kamboj, S. and et. al., 2018. Examining branding co-creation in brand communities on social
media: Applying the paradigm of Stimulus-Organism-Response. International Journal
of Information Management. 39. pp.169-185.
Sheng Goh, Y., Chattaraman, V. and Forsythe, S., 2013. Brand and category design consistency
in brand extensions. Journal of Product & Brand Management. 22(4). pp.272-285.
Brexendorf, T. O., Bayus, B. and Keller, K. L., 2015. Understanding the interplay between brand
and innovation management: findings and future research directions. Journal of the
Academy of Marketing Science. 43(5). pp.548-557.
Beetham, H., 2013. Designing for active learning in technology-rich contexts. In Rethinking
pedagogy for a digital age (pp. 55-72). Routledge.
Wiedmann, K.P. and et. al., 2018. The power of experiential marketing: Exploring the causal
relationships among multisensory marketing, brand experience, customer perceived
value and brand strength. Journal of Brand Management. 25(2). pp.101-118.
Online
Jones. S., 2014. Understanding the Types of Consumer Buying Behavior. [Online]. Available
through: <https://www.business2community.com/consumer-marketing/understanding-
types-consumer-buying-behavior-0822037>.
Sara. O., 2019. What Is Consumer Buying Behavior? - Definition & Types. [Online]. Available
through: <https://study.com/academy/lesson/what-is-consumer-buying-behavior-
definition-types-quiz.html>.
Talbot. S. and McDonald J., 2017. The 7 key elements of brand identity design + 10 corporate
identity examples. [Online]. Available through: <https://www.lucidpress.com/blog/the-
7-key-elements-of-brand-identity-design>.
KASH. J., 2017. Why Business Logo Design Is So Important To Your Organization? [Online].
Available through: <https://www.designhill.com/design-blog/why-business-logo-
design-is-so-important-to-your-organization/>.
Wertz. J., 2019. 5 Trends That Will Redefine Retail In 2019. [Online]. Available through:
<https://www.designhill.com/design-blog/why-business-logo-design-is-so-important-to-
your-organization/>.
SUNDAY. D. K., 2017. The Impact of Brand on a Consumer Purchase Decision. [Online].
Available through: <https://martech.zone/brand-impact-consumer-purchase-decision/>.
M.T. Wroblewski, 2019. The Effect of a Brand on Consumer Behavior. [Online]. Available
through: <https://smallbusiness.chron.com/effect-brand-consumer-behavior-
61767.html>.
Dominguez. A., 2018. Factors Influence Consumer Behaviour. [Online]. Available Through:
<https://integriaims.com/en/factors-influencing-consumer-behaviour/>.
51

RESEARCH ETHICS APPROVAL FORM
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title: Brand Design and Its Effects on Consumer Behaviour.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your
project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where
52

necessary.
Will your research involve human participants?
Yes
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults: More
than 18
How will participants be recruited (identified an approached)?
To recruit participants, researcher will use the interview method.
Describe the processes you will use to inform participants about what
you are doing:
An investigator will inform participants by use of email.
How will you obtain consent from participants? Will this be written?
How will it be made clear to participants that they may withdraw
consent to participate at any time?
Under this, consent will obtain from selected participants by use of the email and also in
written form.
Studies involving questionnaires: will participants be given the option of
omitting questions that do not wish to answer?
Yes No
If no please explain why below and ensure that you cover any ethical
issues arising from this
Studies involving observation: Confirm whether participants will be
asked for their informed consent to be observed.
Yes No
53

Will you debrief participants at the end of their participation (i.e give
them a brief explanation of the study)?
Yes No
Will participants be given information about the findings of your study?
(This could be a brief summary of your findings in general)
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in
compliance with the Data Protection Act (1998)
Yes No
Who will have access to the data and personal information?
Investigator will have the access to personal information.
During the research:
Where will the data be stored?
Data and information will be stored personal computer and also in hard disk.
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research:
Where will the data be stored?
Data and information will be stored personal computer and also in hard disk.
How long will the data and records be kept for and in what format?
54

Records and data will kept for Will data be kept for long period of time
and it will be also in the word format.
Will data be kept for use by other researchers? Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may
raise ethical concerns? If so, please outline how you will deal with
these:
It is important that you demonstrate your awareness of potential risks
that may arise because of your research. Please consider/address all
issues that may apply. Ethical concerns may include, but are not limited
to the following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the
research (including transfer, sharing, encryption,
protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s
Research and Ethics Policy: Yes No
I have discussed the ethical issues relating to my research with
my Unit Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of
the ethical issues that may arise in the course of my research
Name: Date:
55