Impact of Brand Identity on Consumer Buying Behaviour in Retail Sector - A Case Study of Tesco
Added on 2023-06-14
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Running head: MARKETING RESEARCH PROPOSAL
Marketing Research Proposal
Name of the student
Name of the university
Author note
Marketing Research Proposal
Name of the student
Name of the university
Author note
1MARKETING RESEARCH PROPOSAL
Executive summary
This study had identified the influence of brand image and their identity on the buying behaviour
of the consumers. The brand identity is the most crucial aspect of an organization as it defines
the brand and differentiates the brand from the other competitors in the market. The main role of
the brand is to create a different identity which will enable the consumers to differentiate from
the other products in the market. Every consumer has their specific needs and wants and the
brands able to mitigate their need will create an awareness and identity among the consumers.
The past experience of consumers is instrumental in creating a specific identity for the
organizations. The study had proposed the methods for developing a research project.
Executive summary
This study had identified the influence of brand image and their identity on the buying behaviour
of the consumers. The brand identity is the most crucial aspect of an organization as it defines
the brand and differentiates the brand from the other competitors in the market. The main role of
the brand is to create a different identity which will enable the consumers to differentiate from
the other products in the market. Every consumer has their specific needs and wants and the
brands able to mitigate their need will create an awareness and identity among the consumers.
The past experience of consumers is instrumental in creating a specific identity for the
organizations. The study had proposed the methods for developing a research project.
2MARKETING RESEARCH PROPOSAL
Table of Contents
Chapter 1..........................................................................................................................................4
Introduction......................................................................................................................................4
1.0 Introduction................................................................................................................................4
1.1. Significance of the study..........................................................................................................5
1.2 Aim of the Research..................................................................................................................7
1.3 Research objectives...................................................................................................................7
1.4 Research Question.....................................................................................................................7
1.5 Research hypothesis...................................................................................................................8
Chapter 2..........................................................................................................................................9
Literature review..............................................................................................................................9
2.0 Literature review........................................................................................................................9
2.1 Brand identity..........................................................................................................................10
2.2 Elements of Brand identity......................................................................................................10
2.3 Consumer behaviour................................................................................................................14
2.4 Factors affecting consumer buying behaviour.........................................................................16
2.5 Impact of brand identity on consumer buying behaviour........................................................16
2.6 Literature gap...........................................................................................................................17
Chapter 3........................................................................................................................................18
Research methodology...................................................................................................................18
Table of Contents
Chapter 1..........................................................................................................................................4
Introduction......................................................................................................................................4
1.0 Introduction................................................................................................................................4
1.1. Significance of the study..........................................................................................................5
1.2 Aim of the Research..................................................................................................................7
1.3 Research objectives...................................................................................................................7
1.4 Research Question.....................................................................................................................7
1.5 Research hypothesis...................................................................................................................8
Chapter 2..........................................................................................................................................9
Literature review..............................................................................................................................9
2.0 Literature review........................................................................................................................9
2.1 Brand identity..........................................................................................................................10
2.2 Elements of Brand identity......................................................................................................10
2.3 Consumer behaviour................................................................................................................14
2.4 Factors affecting consumer buying behaviour.........................................................................16
2.5 Impact of brand identity on consumer buying behaviour........................................................16
2.6 Literature gap...........................................................................................................................17
Chapter 3........................................................................................................................................18
Research methodology...................................................................................................................18
3MARKETING RESEARCH PROPOSAL
3.0 Research methodology.............................................................................................................18
3.1 Research Philosophy................................................................................................................19
3.2 Research Approach..................................................................................................................21
3.3 Research Design......................................................................................................................22
3.4 Data collection.........................................................................................................................23
3.5 Data Analysis...........................................................................................................................23
3.6 Sampling..................................................................................................................................23
3.7 Reliability and Validity............................................................................................................25
3.8 Ethical consideration...............................................................................................................26
3.9 Research gap............................................................................................................................26
4.0 Conclusion...............................................................................................................................27
References......................................................................................................................................28
3.0 Research methodology.............................................................................................................18
3.1 Research Philosophy................................................................................................................19
3.2 Research Approach..................................................................................................................21
3.3 Research Design......................................................................................................................22
3.4 Data collection.........................................................................................................................23
3.5 Data Analysis...........................................................................................................................23
3.6 Sampling..................................................................................................................................23
3.7 Reliability and Validity............................................................................................................25
3.8 Ethical consideration...............................................................................................................26
3.9 Research gap............................................................................................................................26
4.0 Conclusion...............................................................................................................................27
References......................................................................................................................................28
4MARKETING RESEARCH PROPOSAL
Topic: Impact of brand identity on consumer buying behaviour in the retail sector- “A case study
of Tesco”
Chapter 1
Introduction
1.0 Introduction
This study will identify the influence of brand image and their identity on the purchasing
behaviour of the customers. The brand identity is one of the most crucial aspects of an
organization as it defines the brand and differentiates the brand from the other competitors in the
market. The main role of the brand is to create a different identity which will enable the
consumers to differentiate from the other products in the market. Every consumer has their
specific needs and wants and the brands able to mitigate their need will create an awareness and
identity among the consumers. The past experience of consumers is instrumental in creating a
specific identity for the organizations. The consumers choose brands depending upon their past
experiences as it has been able to fulfil the specific need and desire (Sasmita & Mohd Suki,
2015). The brand concept of any organization will have to be emphasized by effectively using
their strategic options in order to identify the consistency of identity and the influence of brand
identity of the purchase behaviour of the consumers. In this study, Tesco has been chosen as the
organization and the study will evaluate the impact of brand identity on consumer buying
behaviour will be analyzed by taking Tesco as the organization for evaluation.
Tesco PLC is one of the major players in the global retail industry and bay taking revenue
generation into account it is the second largest retailer in the world. The organization is based in
Topic: Impact of brand identity on consumer buying behaviour in the retail sector- “A case study
of Tesco”
Chapter 1
Introduction
1.0 Introduction
This study will identify the influence of brand image and their identity on the purchasing
behaviour of the customers. The brand identity is one of the most crucial aspects of an
organization as it defines the brand and differentiates the brand from the other competitors in the
market. The main role of the brand is to create a different identity which will enable the
consumers to differentiate from the other products in the market. Every consumer has their
specific needs and wants and the brands able to mitigate their need will create an awareness and
identity among the consumers. The past experience of consumers is instrumental in creating a
specific identity for the organizations. The consumers choose brands depending upon their past
experiences as it has been able to fulfil the specific need and desire (Sasmita & Mohd Suki,
2015). The brand concept of any organization will have to be emphasized by effectively using
their strategic options in order to identify the consistency of identity and the influence of brand
identity of the purchase behaviour of the consumers. In this study, Tesco has been chosen as the
organization and the study will evaluate the impact of brand identity on consumer buying
behaviour will be analyzed by taking Tesco as the organization for evaluation.
Tesco PLC is one of the major players in the global retail industry and bay taking revenue
generation into account it is the second largest retailer in the world. The organization is based in
5MARKETING RESEARCH PROPOSAL
United Kingdom and has expanded their business in different countries (Tesco plc, 2018). Tesco
is the market leader in the United Kingdom due to the number of loyal consumers that they have
acquired in the market. Therefore, the study will evaluate the brand image of Tesco to identify
the factors that have assisted them in gaining the bulk of the share in the United Kingdom
market. The organization is not only a grocery retailer but also provides general merchandise to
their consumers. The organization has more than 100 stores in United Kingdom which is
signifying their rapid progress in this sector.
1.1. Significance of the study
Globalization has made the business environment of the global organizations highly
competitive. The advancement of technology and increasing penetrating capability to the target
consumers has forced the organizations to study the buying behaviour of the customers so that
they can achieve competitive advantage in the market. Moreover, the retail industry in United
Kingdom is highly competitive and has become saturated so it is difficult for the companies to
maintain their competitive advantage in the market for a sustainable period of time (Beneke,
Brito & Garvey, 2015). Therefore, analyzing the buying behaviour of the consumers to develop
products that could meet the current needs of the organization is the most feasible way of
capturing market share.
There are many factors other than price that affects the buying behaviour of the
customers and identifying these factors is essential for organizational success. Branding is an
essential way of effectively communicating with the customers. The role of brand is to develop a
separate identity for the organization. Brand identity is meaningful attributes which describes
the products of the organization and it is the effective way in which the consumers can relate to
United Kingdom and has expanded their business in different countries (Tesco plc, 2018). Tesco
is the market leader in the United Kingdom due to the number of loyal consumers that they have
acquired in the market. Therefore, the study will evaluate the brand image of Tesco to identify
the factors that have assisted them in gaining the bulk of the share in the United Kingdom
market. The organization is not only a grocery retailer but also provides general merchandise to
their consumers. The organization has more than 100 stores in United Kingdom which is
signifying their rapid progress in this sector.
1.1. Significance of the study
Globalization has made the business environment of the global organizations highly
competitive. The advancement of technology and increasing penetrating capability to the target
consumers has forced the organizations to study the buying behaviour of the customers so that
they can achieve competitive advantage in the market. Moreover, the retail industry in United
Kingdom is highly competitive and has become saturated so it is difficult for the companies to
maintain their competitive advantage in the market for a sustainable period of time (Beneke,
Brito & Garvey, 2015). Therefore, analyzing the buying behaviour of the consumers to develop
products that could meet the current needs of the organization is the most feasible way of
capturing market share.
There are many factors other than price that affects the buying behaviour of the
customers and identifying these factors is essential for organizational success. Branding is an
essential way of effectively communicating with the customers. The role of brand is to develop a
separate identity for the organization. Brand identity is meaningful attributes which describes
the products of the organization and it is the effective way in which the consumers can relate to
6MARKETING RESEARCH PROPOSAL
the organization values and goals (Shamim, Ghazali & Albinsson, 2016). The brand identity has
always been used by various companies to send verbal and visual messages. These messages are
addressed to the target market and are always based on the strategic positioning of the products
so that there is a clear distinction between the company and their competitors.
The brand identity is reflected as brand image among the consumers which is responsible
for gaining loyal consumers that are enthusiastic to pay even premium value for the products.
Brand image and identity are essential for gaining loyal customers as they are able to relate to the
values of the consumers in the market. Brand awareness is the value that the organization has
been able to put into the minds of the consumer and this reflects the consumer memory at the
time of need generation (Hennigs et al., 2015). Therefore, for maintaining brand loyalty, it is
absolutely necessary that there is congruency between brand image and identity so that it can
depict and translate the value of the consumers and company at the same time. The interaction
between the consumers and the brand will establish the link between the consumer motivation
and needs translating through the benefits provided by the organization. The extent of
relationship between Tesco Plc and their consumers will be identified using appropriate research
methods.
the organization values and goals (Shamim, Ghazali & Albinsson, 2016). The brand identity has
always been used by various companies to send verbal and visual messages. These messages are
addressed to the target market and are always based on the strategic positioning of the products
so that there is a clear distinction between the company and their competitors.
The brand identity is reflected as brand image among the consumers which is responsible
for gaining loyal consumers that are enthusiastic to pay even premium value for the products.
Brand image and identity are essential for gaining loyal customers as they are able to relate to the
values of the consumers in the market. Brand awareness is the value that the organization has
been able to put into the minds of the consumer and this reflects the consumer memory at the
time of need generation (Hennigs et al., 2015). Therefore, for maintaining brand loyalty, it is
absolutely necessary that there is congruency between brand image and identity so that it can
depict and translate the value of the consumers and company at the same time. The interaction
between the consumers and the brand will establish the link between the consumer motivation
and needs translating through the benefits provided by the organization. The extent of
relationship between Tesco Plc and their consumers will be identified using appropriate research
methods.
7MARKETING RESEARCH PROPOSAL
1.2 Aim of the Research
The study has aimed to discover the influence of brand identity on the buying behaviour
of the consumers. The research will initially identify the essential factors responsible for
developing an effective brand image and identity. The factors affecting the buying behaviour of
the consumers will be identified and then the impact of the elements of brand identity on the
factors of consumer buying behaviour will be analyzed. This will be proved theoretically in the
literature review of the study which will be later on validated in the findings and analysis section
of the study.
1.3 Research objectives
To illustrate the impact of brand identity on the purchasing behaviour of the consumers in
Tesco
To identify the elements of brand identity responsible for influencing the consumer
behaviour in Tesco
To identify the factors affecting the buying behaviour of the consumers in Tesco
To recommend appropriate strategies for effectively affecting consumer buying
behaviour
1.4 Research Question
What is the impact of brand identity on the buying behaviour of the consumers in Tesco?
What are the elements of brand identity responsible for influencing the consumer
behaviour in Tesco?
What are the factors influencing the buying behaviour of the consumers in Tesco?
1.2 Aim of the Research
The study has aimed to discover the influence of brand identity on the buying behaviour
of the consumers. The research will initially identify the essential factors responsible for
developing an effective brand image and identity. The factors affecting the buying behaviour of
the consumers will be identified and then the impact of the elements of brand identity on the
factors of consumer buying behaviour will be analyzed. This will be proved theoretically in the
literature review of the study which will be later on validated in the findings and analysis section
of the study.
1.3 Research objectives
To illustrate the impact of brand identity on the purchasing behaviour of the consumers in
Tesco
To identify the elements of brand identity responsible for influencing the consumer
behaviour in Tesco
To identify the factors affecting the buying behaviour of the consumers in Tesco
To recommend appropriate strategies for effectively affecting consumer buying
behaviour
1.4 Research Question
What is the impact of brand identity on the buying behaviour of the consumers in Tesco?
What are the elements of brand identity responsible for influencing the consumer
behaviour in Tesco?
What are the factors influencing the buying behaviour of the consumers in Tesco?
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