Identifying the Impact of brand image on customer purchasing behaviour: A case study of Burberry retail fashion retail UK

Identify the Impact of brand image
on customer purchasing behaviour: A
case study of Burberry retail fashion
retail UK.

TABLE OF CONTENTS
TASK 1......................................................................................................................................3
1.1Title:..................................................................................................................................3
Introduction............................................................................................................................3
Aim:........................................................................................................................................3
Objectives...............................................................................................................................3
1.2 Rationale..........................................................................................................................4
1.3 Literature review..............................................................................................................4
1.4/D3 research methodology................................................................................................6
1.5/D2 Gantt chart..................................................................................................................7
TASK 2......................................................................................................................................8
2.1/ M2 Resources used for carrying out the research...........................................................8
2.2 questionnaire....................................................................................................................8
2.3/M3 tables..........................................................................................................................9
TASK 3....................................................................................................................................10
3.1 and 3.2............................................................................................................................10
3.3/M1 recommendations.....................................................................................................14
Areas for further consideration............................................................................................14
CONCLUSION........................................................................................................................14
REFERENCES.........................................................................................................................16

TASK 1
1.1Title:
Identify the Impact of brand image on customer purchasing behaviour: A case study
of Burberry retail fashion retail UK.
Research background
Brand has become the status symbol for the entire individual in the society. It is
basically the way through which the people signify their status symbol to the other human.
Due to this reason, brand image is considered as an important component in making the
purchasing decision regarding the product (Sasmita and Mohd Suki, 2015). In this report,
Burberry has been taken which is one of the most famous fashion retail stores and it is one of
the most popular brands among the teenagers. As if the brand has positive image in the
market then the consumers will easily purchase the product but if it does not have recognition
then the purchasing decision will be affected negatively (Burberry Group PLC (BRBY.L).
2017). Main research is raise of high competition has affected the companies. Individuals
have wider choice of selecting products and services so the rate of sales and profitability is
getting affected. This report will help to identify the impact of brand image on the consumer
purchasing behaviour with the context of Burberry organization.
Aim:
Impact of brand image on customer purchasing behaviour: A case study of Burberry
retail fashion retail UK.
Objectives
 To evaluate the impact of brand image on the customer purchasing behaviour
 To assess the importance of brand image of Burberry on the customer purchasing
 To analyse the relation between the brand image and the purchase decision of
customer
 To recommend different methods to Burberry for enhancing brand image of the
organization.
Research questions
 What is the impact of brand image on the customer purchasing behaviour
 What is the importance of brand image of Burberry on the customer purchasing

 How brand image is related with the purchase decision of customer
 What are the ways through which Burberry can enhance brand image in market
1.2 Rationale
With the increasing brand consciousness among the individual, the first thing which
comes in mind at the time of purchasing the product is brand. It is the perception of the
individual that if the brand is famous then the goods will also be good. The competitors in the
fashion retail industry are increasing which is directly affecting the sales and revenue of the
Burberry organization (Horng and et.al., 2012). So for competing in the retail fashion store,
the organization required to focus on brand image as this will help the firm in retaining the
customers and assist in sustaining in the market. As Burberry is a good brand and its products
are famous among the teenagers so by focusing on the brand image it can easily lure the
customer and attract them to buy their products. On the other hand, as the brand has become
the status identify and status symbol so it is required by the Burberry to emphasize on the
brand image. The customers today are not price sensitive they want branded products which
have good reputation in the market. So this study is carried out to identify the impact of
brand image on the customer purchasing power so that Burberry can make its brand strong to
increase the sales and revenue of the firm (Naidoo and Ramseook-Munhurrun, 2012).
Factors that has contributed in selection of research
Main reason for selecting this research is that I have personal interest. I always want
to develop my understanding towards determining the strategies that are applied by
companies to crease brand image. Further, this study will also help me towards future carrier.
1.3 Literature review
In UK as per the statistics and the figures, there are 70% of the individual who are
brand conscious and only prefer the products which are branded. They believe the brand
products are of good quality. There are several ways which affect the brand image in the
customer purchasing behaviour. There are different set of preferences that are made by
people before they make purchases for the product. When these are aspects are satisfied, then
it becomes favourable enough to satisfaction level. It has been said that the customer
behaviour is widely affected by the price or the brand name which is attached with the
clothes.
According to Chen (2010), fashion industry is the area in which the customers do not
purchase the unbranded clothes. They only prefer to purchase the clothes which are famous in