The Impact of Brand Personality on Buying Decision

THE IMPACT OF BRAND PERSONALITY ON BUYING
DECISION

Table of Contents
Introduction......................................................................................................................................3
Data collection tools........................................................................................................................3
Research plan and process...............................................................................................................4
Questionnaires.................................................................................................................................6
Test market study...........................................................................................................................17
Conclusion.....................................................................................................................................19
References:....................................................................................................................................20
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Introduction
Consumers have a tendency to buy products based on their quality and functions as well as the
symbolic meanings that each product contains. Consumers are offered different values by brands.
These values are wide and varied. There are experimental, functional and symbolic benefits of
particular brands. Brand personality is a combination of different human characteristics that are
useful for evaluating a brand. An effective brand is likely to increase the equity by including
different traits, which are enjoyed by a particular segment of customer.
Data collection tools
In order to conduct the research successfully, the researcher has chosen primary data collection
tool. This particular tool includes interview and surveys. Interviews are conducted on different
customers and managers of different organization in order to understand the effect of brand
personality in buying decision. Both open and close-ended questions have been asked in the
interviews.
Justification
In this research, primary data collection tool has been chosen because this tool is very much
effective for collecting a wide range of data and information. It helps in getting different point of
views, which are very much necessary for conducting a research successfully. It also helps in
evaluating different stages of research.
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Research plan and process
Figure 1: Research plan and process
(Source: created by the researcher)
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