Impact of Brand Personality on Buying Decision - Research Proposal

MARKETING RESEARCH ESSENTIALS
1
RESEARCH PROPOSAL ON THE IMPACT OF BRAND PERSONALITY ON BUYING
DECISION
Name
Course
Lecturer
Date

MARKETING RESEARCH ESSENTIALS
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Contents
Background study........................................................................................................................................3
Research objectives.....................................................................................................................................4
General objective....................................................................................................................................4
Specific objectives...................................................................................................................................4
Research methods.......................................................................................................................................5
Secondary research.................................................................................................................................5
Qualitative research................................................................................................................................5
Quantitative research..............................................................................................................................5
Research analysis and presentation............................................................................................................6
Timelines.....................................................................................................................................................6
Budget.........................................................................................................................................................6
Confidentiality.............................................................................................................................................6
References...................................................................................................................................................8

MARKETING RESEARCH ESSENTIALS
3
Background study
One of the trending modern marketing differentiation strategies in the business world is
the brand personality strategy which enhances business competitiveness. There is an increased
level of competition in our commodity markets, and these have increased the chances and
practice of brand differentiation based on past attributes like for instance price and quality. It has
been easier for business people to produce commodities similar to each other as well as
substituting commodities and therefore posing a challenge a challenge to consumers to make a
decision on which product to go for as they seem to be of same standard, quality and baring
similar characteristics. Due to this factor, it has been difficult for consumers when differentiating
a certain company’s product from a competing company product. (Freling & Lukas,
2005)According to (Aaker, 2009), brand personality is an important intangible asset that plays an
important role when it comes to differentiation of companies or organizational products and
services.
The terms brand, is used to refer to the name, the expression, any unique logo or even a
symbol or combinations of symbols and designs that aid in differentiating different company’s
products and services. (Aaker, 2009). Since human personality and brand personality grow over
a period of time, brand personality can be used as a tool to help customers in expressing
themselves in terms of how they perceive and prefer some brands and commodities to others.
Customers purchase decision is what happens in the mind of potential buyers, and it involves an
evaluation which in turn leads to either choosing to purchase or reject a given product. (Peter et
al., 2009). This concept is significant to all marketers since it helps them in understanding