Effects of Branding on Consumer Purchase Decision: A Study on Marks & Spencer

Bmp6001 Proposal and Ethics
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Contents
Research Title: “An investigation into the effects of branding on consumer purchase decision”. A
study on Marks & Spencer..............................................................................................................3
Background to Research Topic........................................................................................................3
Background to Research Organisation............................................................................................4
Research Rationale..........................................................................................................................4
Research Questions..........................................................................................................................5
Research Aims and Objectives........................................................................................................5
Research Methodology....................................................................................................................5
Timescale.........................................................................................................................................6
Resources.........................................................................................................................................6
REFERENCES................................................................................................................................8

Research Title: “An investigation into the effects of branding on consumer
purchase decision”. A study on Marks & Spencer
Background to Research Topic
Branding refers to the marketing practices in which an organisation develops a name,
design or symbol that is simply recognisable as belonging to the business. There are different
number of areas that mainly used to create a brand, these are customer service, advertising,
reputation, promotional merchandise and logo. Buying decision introduces to the effective
process or procedure that leads a customer from recognising a requirement, creating options, and
selecting a definite brand and product (Ahn and Back, 2018). Therefore, both branding and
consumer purchasing behaviour are important for business as well as customers.
Branding is important and significant part for business organisation because it helps them
in attracting of large number of customers towards the product and brand. Strong branding will
also help in changing the consumer buying decision toward the brand. There are number of ways
that will be essential for an organisation in changing the buying behaviour of the customers
towards the brand (Bär, Herbert-Hansen and Khalid, 2018).
These ways are change social conversation, appeal to millennials, engage customers
online and offline, start authentic Facebook conversation, be available at all times, provide
quality products etc. These are considered more effective and significance ways for company in
changing purchasing behaviour of the client. Company should provide all information about their
products, services, brand etc. to the customers as it facilitates them in increasing of customer
trust towards the product and brand. This will also assist in increasing sales and profitability
easily (Chadwick and Piartrini, 2019).
Therefore, branding and consumer buying behaviour has positive relationship that
facilitate an organisation in improvement of its growth and success at national as well as
international marketplace. Strong branding helps in attracting of millions customers that assist
business in improvement of its growth (De Mooij, 2018). Brand knowledge is an important and
essential factor. As the customers is more conscious of the brand and they have entire knowledge
or information regarding its price, quality etc., the additional they will be attracted or involved
towards that brand or an organisation. The faithfulness or loyalty level maximise with the age.