BRAND PERCEPTION AND CUSTOMER PURCHASING BEHAVIOR.

Running head: BRAND PERCEPTION AND CUSTOMER PURCHASING BEHAVIOR
A STUDY TO ANALYZE THE EFFECTS OF BRAND PERCEPTION ON CONSUMERS
PURCHASING BEHAVIOR: A STUDY OF PRIMARK, IRELAND, DUBLIN
Name of the Student:
Name of the University:
Author’s Note:

1BRAND PERCEPTION AND CUSTOMER PURCHASING BEHAVIOR
Table of Contents
Section 1..........................................................................................................................................3
1.1 Description of the Research Topic........................................................................................3
Section 2..........................................................................................................................................4
2.1 Background of the Study.......................................................................................................4
2.2 Research Problem..................................................................................................................5
2.3 Research Aim.........................................................................................................................6
2.4 Research Objectives...............................................................................................................6
2.5 Research Questions................................................................................................................6
2.6 Justification for the Selection of the Research Topic............................................................7
Section 3..........................................................................................................................................7
3.1 Overview of Brand Perception..............................................................................................7
3.2 Factors affecting Brand Perception.......................................................................................8
3.2.1 Service Quality...............................................................................................................8
3.2.2 Price................................................................................................................................8
3.2.3 Reputation.......................................................................................................................9
3.2.4 Product Quality...............................................................................................................9
3.3 Concept of Customer Buying Behavior...............................................................................10
3.4 Impact of Brand Perception of Customer Buying Behavior................................................10
3.5 Conceptual Framework........................................................................................................11

2BRAND PERCEPTION AND CUSTOMER PURCHASING BEHAVIOR
3.6 Literature Gap......................................................................................................................11
3.7 Commentary on the nature of Literature used.....................................................................12
3.8 Commentary on the implications of the reviewed Literature for the Research Objectives.12
Section 4........................................................................................................................................15
Section 5: References....................................................................................................................22

3BRAND PERCEPTION AND CUSTOMER PURCHASING BEHAVIOR
Section 1
1.1 Description of the Research Topic
As stated by Lien et al. (2015), the unprecedented increase in the number of business
corporations had substantially enhanced the choices or for that matter the options that are
available to the modern customers. Sasmita and Mohd Suki (2015) are of the viewpoint that
unlike the earlier times when the purchase decisions of the customers were largely being
influenced by the value propositions or the price of the product, presently it is seen that the
customers are taking into account the entity of brand image or reputation for the same. Adding to
this, Hudson et al. (2016) have noted that many corporations are struggling to enhance sales
volume despite offering the best quality products at affordable prices because of their ineffective
image among the customers.
As discussed by Liu et al. (2017), an important factor which affects the brand image of a
particular business corporation and also the purchase decision of the customers related to the
purchase of the products offered by the same can be attributed to the brand perception of the
customers. In the particular context of Primark, it had been seen that the customers perceive the
concerned brand as the one which offers fast fashion cheap garments and other products.
However, in the present times the different controversies related to the work practices followed
by the corporation, the faults in the supply chain system used by the corporation, the collapse of
the stores of the corporation and others had adversely affected the brand image and thereby the
brand perception of the concerned corporation. Thus, it had become important for Primark to
integrate the concept of brand perception as one of the most important objectives of the
marketing strategies that they use.

4BRAND PERCEPTION AND CUSTOMER PURCHASING BEHAVIOR
Recent researchers have highlighted the fact that the customers are more likely to opt for
the product or services offered by a brand regarding which they hold a positive perception or for
that matter have positive experience dealing with the same in the past (Liu et al. 2017). More
importantly, as stated by Sasmita and Mohd Suki (2015), because of the role that the entity of
brand perception plays in influencing the purchase decisions made by the customers it had been
seen that the business corporations are taking the help of different measures for improving the
perception of the customers related to their brand. Therefore, it can be said that brand perception
is an important factor which not only influences the customer buying behavior but at the same
the sales volume and thereby the profitability of the business corporations as well and thereby it
is important for Primark to take this particular concept into effective consideration.
Section 2
2.1 Background of the Study
Lien et al. (2015) are of the viewpoint that the contemporary business corporations are
presently using different measures like effective marketing strategies, endorsements, social
media and others for the enhancement of their brand image among the customers. Adding to this,
Kim, Chun and Ko (2017) have noted that the basic goal or for that matter the objective of the
business corporations behind the usage of these diverse measures is the improvement of brand
perception among the customers regarding their brand or the products which are being offered by
them. As discussed by Asshidin, Abidin and Borhan (2016), an important reason why the
different business corporations are increasingly focus on the entity of brand perception can be
attributed to the relationship that it shares with customer buying behavior. For instance, it had
been seen that brand perception is one of the major important factors which influence the

5BRAND PERCEPTION AND CUSTOMER PURCHASING BEHAVIOR
decision-making process which is being undertaken by the customers for the purchase of
different products or for that matter their buying behavior (Lee and Watkins 2016).
In the particular context of Primark it is seen that the concerned corporation had been
successful in creating a brand image of the corporation as the one which offers the best quality
products at below average prices. However, the controversies that the concerned corporation had
faced in the recent times had adversely affected the brand perception of the customers related to
the corporation. Thus, in order to enhance their sales volume and also profitability it had become
imperative for the business to have an effective brand perception among the customers which in
turn is likely to influence the customers to purchase the services or the products offered by them.
It is in this particular backdrop that the researcher intends to conduct this research.
2.2 Research Problem
According to Jeng (2016), the majority of the business corporations like Primark and
others are presently focusing on achieving short-term targets or gains and thereby they often take
the help of the business practices or the measures which negatively affects the experience of the
customers. Adding to this, Kim, Chun and Ko (2017) have noted that the majority of the business
corporations even in the present times completely disregard the concept of brand perception and
create the kinds of marketing or advertisement campaigns which merely focus on the benefits
that the end users would get through the usage of the products offered by them or the value
proposition of the same. However, as discussed by Rivera, Bigne and Curras-Perez (2016), the
major problem arises because unlike the earlier times the customers are taking into account the
aspect of brand perception on the score of the large number of product or service options that are
available to them. This is perhaps one of the major reasons why many corporations like Primark