Improving Business Performance through Brand Image

Marks and Spencer can improve its business performance by focusing on the quality of its products and services, which will positively affect its brand image. To achieve this, the company should consider effective customer relationship management, market research, and innovative ideas about its business. Customer relationship management will help the company communicate directly with customers and solve their queries related to products and services. Market research will enable the company to analyze the actual market condition, assess customer needs, and identify competitor strategies. By implementing these strategies, Marks and Spencer can improve its brand image and positively influence customers.

Complete
Dissertation

Abstract
In the present dissertation, researcher has focused on the impact of brand image on the customer
perception. Scholar focused on the various techniques for improving the brand image of the
corporation and various factor which affect customer behaviours. In addition to this, the major
objective of this dissertation is to analyse the impact of brand image on the customer perception.
Thus, scholar have focused on the various themes related to factor of customer behaviour,
techniques for improving brand image etc. In order to address the objective of dissertation,
scholar has used various research methodology methods through which appropriate outcome can
easily obtain. With help of qualitative technique, researcher has collected data about the
customer behaviour with 10 regular customers of the Marks and Spencer.

Table of Contents
Table of Contents
Abstract............................................................................................................................................2
Keywords.........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY...................................................................................................14
Introduction...............................................................................................................................14
Kinds of research.......................................................................................................................14
Research Approach...................................................................................................................15
Research philosophy.................................................................................................................15
Research Design........................................................................................................................16
Data collection..........................................................................................................................17
Sampling..................................................................................................................................18
Data analysis.............................................................................................................................19
Ethical consideration. ...............................................................................................................20
Research Limitation..................................................................................................................21
Validity and reliability..............................................................................................................21
DATA ANALYSIS........................................................................................................................22
Introduction...............................................................................................................................22
Data Analysis and Interpretations.............................................................................................25
CONCLUSION AND RECOMMENDATION.............................................................................43
REFERENCES..............................................................................................................................49

1

TITLE OF DISSERTATION
“To asses the impact of brand image on the customer perception: A case study of Marks and
Spencer”
Keywords
 Brand image
 Customer behaviour
 Customer perception
 Techniques for improving brand image
 Research methodology
 Investigation
INTRODUCTION
In the present era, there are huge competition in the market and every business
organisation requires developing its own competitive advantage. In order to gain effective brand
image and profitability, firms develop effective strategy and tactics. Customer choice and
perception plays a very crucial role in the business enterprise because entire success and growth
of the firm is largely depends upon the customers. If company does not succeed to fulfil the
needs and requirement of buyers then it will not survive for long term in the market. Customer
behaviour is the study of individual, group and organisation (Gioia, Corley and Hamilton, 2013).
This concept can largely effect the several factors as customer behaviour is very dynamic in
nature which can fluctuate according to the different situation and condition. There are several
components which influence to the customer behaviour like demographic, psychological,
sociological, behavioural etc. Customer perception is typically affected by advertising, reviews,
public relation, social media, personal experiences and other channels.
Customers are very important assets for the organisation and entire profitability and
growth of business is largely depends upon the customer satisfaction level. Thus, it is very
important for the firm to keep satisfy customer and deliver product and services accordingly.
Every customer desires the high quality of product and services in the reasonable and affordable
price so company should consider the quality and price factor while deliver commodity in the
market. Thus, it can be said that price, quality, promotion, advertisement et are main element
which influence to the mind and perception of customers. Company should keep maintain the
2

customer attraction and fulfil their requirement by design effective strategy and brand. While
customer are fully satisfied with company then its brand image can develop in positive manner.
Brand image is the current view of the customer about the company. It refers to the perception
and thoughts of customer about the company and its product and services. Company should
design the positive, unique and instant brand image by effective brand communication like
advertising, packaging, tools of promotion etc. In order to establish an excellent brand image in
the market, organisation requires maintaining and satisfy customers. In order to design an
excellent brand image and satisfy customer needs company offers effective quality of product
and services in the affordable and fair prices In the following dissertation, researcher have main
aim is to assess and explore the impact of brand image on the customer perception with respect
of Marks and Spencer organisation. It is one of the famous retail outlet in the UK which deals
with customer clothing, luxury food product, home ware products etc. Cited venture have main
objective is to deliver the high quality of commodities to customer and attract them in large
manner (Gay, Mills and Iranian, 2011). It wanted to gain the highest profitability and market
share. Company have currently 959 stores across the UK and it has also 615 stores which sell
food products only. The following dissertation provides the depth knowledge and understanding
about the brand image and its impact on the customer perception. In order to attain this aim of
research, scholar has used various methods of research methodology. These methods assist
investigator in attainment of business objective and obtain an appropriate outcome.
Rationale of the study
In order to conduct the research, there are various reason which affect the mind of
scholar. In this manner, scholar interest and curiosity is one of the major reason by which scholar
have chosen the topic impact of brand image on the customer choice as the dissertation topic.
Investigator have well knowledge and understanding about this topic so as he/she has selected
this topic as dissertation topic. One major reason for select this topic is that researcher have
sufficient data and information about this topic. In addition to this, investigator have detailed
information about this topic through which he/she has successfully conducted the research on
this topic.
Research issue
3

In the present era, in the market there are very huge competition because there are large
numbers of firms which offers the similar product and services in affordable prices. Thus, for
customers there are large numbers of alternation and choices in the market through which they
can switch the brands. In addition to this, in the present time there are various options of the
advertisement and promotion like television, radio, print media, online channels like social
media etc. With assistance of these channels company can develop its brand image in the mind
of customers. If company fail to create a brand image in the mind of customer then it will unable
to earn maximum market share and profitability. It can be said that in order to generate the
highest revenue, firm requires to develop effective brand image by use of excellent promotional
strategies. Marks and Spencer requires using such effective tool of promotion through which it
can easily influence customer perception and choice.
Why it is an issue
In order to generate the effective profitability and market share, company requires
maintaining healthy relation with customer. As buyer is main source to generate the income and
profitability. Company can not earn market share if customer are not satisfied. Thus, in the
absence of customer satisfaction, company will not attain its objective. However, customer
behaviour is very sensitive which can affected according to the demand, price, situation, quality
etc. In the present era, there are various competitors available of the Marks and Spencer which
provides similar product and services to customers. Hence, for cited venture it is huge issue to
compete with rival and develop distinctive brand image in the market. All power are in the hand
of customer and brand image can develop only by trust and loyalty. In order to develop strong
brand image in the market, cited venture should require to consider on the quality, prices and
effective promotional strategies. Customer perception and choice can affected by the various
factors and different situation so this is very big issue for the company to maintain their
strategies according to the situation and factors.
Research shed light on
The following research study will consider on the various factors which influence
customer perception and choice related to the product and services. The major aim of this
investigation is to asses the impact of brand image on the customer choice. For this objective,
scholar have considered on the various factors which affect customer choice and also understand
the meaning and concept of brand image of the organisation (Cozby and Bates, 2015) In addition
4

to this, scholar has conduct the depth study about the impact of brand image on the customer
choice with respect of Marks and Spencer company. In the literature review part, investigator
have design various themes related to the customer perception and brand image. These themes
provide a detail understanding about the customer behaviour and various factor which affect it.
Furthermore, impact of various components of customer behaviour has been also addressed.
Moreover, impact of brand image on the customer perception has been also described in this
dissertation.
Research Aim
“To assess the impact of brand image on the customer choice: A case study of Marks and
Spencer”
Research Objectives
 To explore the meaning of brand image and its significance
 To understand the concept of customer behaviour and choice
 To assess the factors which affect the customer choice and perception
 To assess the strategies through which brand image can improve.
 To analyse the influence of brand image on the customer choice in the organisation.
Research Question
 What is the meaning and concept of customer behaviour and choice?
 What are the component which affect customer behaviour
 What is the meaning of brand image
 Critically analyse the impact of brand image on the customer choice with respect of
organisation
 What are the ways and strategies through which brand image of company can enhance?
LITERATURE REVIEW
Meaning of brand image and its significance in the corporation
According to the view of Beneke and et. al., (2013) brand image is the current view of the
customers about the company. It refers to the view, perception, thinking of the customers as what
they actually think and perceived about the organisation. It can be defined as a unique bundle of
associations within the minds of target customers. Bringle, Hatcher and Jones, S.G. eds., (2012)
stated that brand image is a set of beliefs which held about the specific brand. In a simple word it
5

can be said that brand image is that perception and view of customer by which they set their
mentality. Brand image conveys emotional value and not just a mental image. It is the manner in
which a specific brand is positioned in the market. Brand image convey the emotional value and
not just a mental image. Cozby and Bates, (2015) stated that brand image is the overall
impression about the company in the mind of customers. It has not been created but is
automatically formed in the mind of customer. As per the view of Gioia, Corley and Hamilton,
(2013) brand image development is largely depends upon the company services, product quality,
prices, distribution, promotion etc. While company design or manufacturer the product and
services then it should keep consider these all things because customer attraction is largely
depends upon these elements. While any customer purchase the product and services from the
company then they are also purchasing its image. It is the objective and mental feedback of the
consumer when they buy a product. Company should keep maintain an excellent brand image
because while it is positive and effective then firm can earn profitability and revenue. On the
other hand if company has not maintained effective and positive brand image then its
profitability can negatively affect. Positive brand image is exceeding the customer expectations.
It assists in enhancing the good will and brand value of the organisation. Martínez and del
Bosque, (2013) stated that brand image is an intangible perceived, qualitative inference or
summation of the consumer's combined intellectual and sentient value of a brand, derived,
formulated and experienced through myriad manufactured. The brand image is a unique set of
association in the mind of customers related to what the brand stands for as well as the implied
promises the brand makes. It reflects the internal and external characteristics of the organisation.
It also sums of the tangible and intangible assets.
As per the view of Nayar, (2012) in the present era, generation is quite impressionable
and they attracted toward those products and services which have excellent good will and brand
in the market. This is a simply an impression or an imprint of the brand developed over a period
in the customer's mentality. People likes to purchase that product and services which have great
promotion in the market. Thus, it can be said that image of the brand can established by the
component that determines the product sales. The image of the company can enhance while its
sale and profitability continuously increased in the market. In addition to this it can be set that
company brand image can designed when its sales increased in the market and more customers
attracted toward the particular product and services. While customer effectively satisfied from
6

the company's product and services then they automatically introduce that commodity to the
other relative, friends and family member. Kassim and Asiah Abdullah, (2010) stated that the
view and perception of the customer toward the particular brand is in direct relation to the image
of the company. Also he said that only brand image can attract the customer toward the product
and services because first impression of the company is its brand image in the market.
As per the view of Pan, Sheng and Xie, (2012) it is very important for the organisation to
develop a strong and positive brand image in the market. As the entire profitability of the
company is largely depends upon the positive and strong brand image. In the market, if
corporation have positive good will then customer does not need to think much at the time of
purchasing the product and services. Thus, it can be said that positive brand image can make the
decision process easier and it makes effective confidence level among the customers. With
assistance of positive and strong brand, customer's confidence level has been improved and they
can easily purchase the product and services without think too much. Thus, it can be said that
positive brand image plays a very crucial role in the company by which it can generate the
effective revenue and profitability in the market. Brand image is not only the source to generate
the maximum profitability but it is the way through which company have ability to explore its
success with respect to business expansion. If company have strong and positive brand image in
the market then customer can automatically attract toward the organisation. Customer perceived
that if company have impressive good will then its quality will obviously good. In this manner,
customer automatically ready to pay the high amount of the product and services. Moreover,
impressive brand image of the company can generate its own competitive advantage in the
market. With help of impressive brand image, corporation can distinguish itself from its rivals.
Thus, it can be said that brand image assists to firm in distinguishing itself from the other
available competitors in the market.
Concept of customer behaviour and choice
As per the view of Paul and Rana, (2012) in order to earn maximum profitability and
brand image, customer is very essential role in the company. A consumer is a person or
organisation that is specially targeted to sell a product and services of the organisation. It can be
said that consumer is a person who have willingness to purchase and consume the commodity
which is produced by company. Consumer behaviour is a physiological concept which is related
to the feeling, emotion, mentality, thinking of customer. In the consumer purchasing process
7

firstly they start with recognising the demand about the particular commodity. Once the demand
are identified then they find a way for solving these needs. In this stage, they make the plan
whether they should buy or not buy the certain commodity. After searching another alternative,
they choose the final product which will give them effective satisfaction level. As customer
needs are satisfied then profitability of firm will generate. In order to attain the business
objective and design impressive brand image in the market, organisation requires understanding
the actual needs and wants of customer and make efforts to fulfil them. Customer choice and
perception is that attribute which can change according to demand and situation. Customer
behaviour is the study of individual, group and organisation. It is concerned with the social and
economic impacts that purchasing and consumption behaviour has to both the individual
consumer and on broader society. In the contradicting view Nayar, (2012) stated that customer
behaviour is the study of how people makes decision about to purchase the product and services.
While customer takes the decision to buy the items in the market then their decision may largely
affected by various components. Customer behaviour can help companies to determine
opportunities that are not currently met. In order to attain the highest success and profitability in
the market, it is very important for company to understand the customer behaviour in an effective
manner. Company should delivers such product and services which can easily satisfied their
needs about the commodity. In the contradicting view of Beneke and et. al., (2013) consumer are
actor ion the marketplace because all organisations either in retail, hospitality, farming, travel
and tourism or any other are largely depends upon them. Consumer behaviours plays a very
significant role in the market because if they are effective satisfy and happy with company then
firm will earn profitability and market share. On the other hand if consumer does not properly
satisfy along with commodity then firm will lack to earn profitability. In a simple word it can be
said that consumer behaviour is a study that what he/she perceived from the market about the
product and services. Corporation which produce the goods and services have to consider
consumer behaviour and their demand about the particular commodity. In order to get an
effective success and growth in the market, company requires analysing the actual behaviour of
customer about the commodity. If company does not understand the behaviour of customer then
it will unable to earn profitability.
Factors which affect customer choice and perception
8

As per the view of Cozby and Bates, (2015) customer is a king of the market through
which company gains an effective profitability and market share. It is very necessary for
company to make consumer satisfied for earn profitability. Once customer are effective satisfied
then it is become easy to develop impressive brand image in the market. On the other hand if
customer does not satisfy then company can easily replace by the other competitor. In order to
get an effective success in the market, firm should conduct an effective analysis of consumer
behaviour and identify the actual demand of the regarding product and services. By effective
analysis of the customer demand, corporation can easily gain the large customer attraction. This
is the best strategy to earn the profitability and design own brand image in the market. However,
consumer behaviour is very difficult to understand for the company because it changes according
to the different situation and demand of customer. While company analyse customer behaviour
then it has to understand the various component which influence them.
As per the view of Gioia, Corley and Hamilton, (2013) consumer behaviour is largely
affected by the various components such culture, social, personal, psychological etc. Company
should effectively understand these component while it produce and distributes any goods and
services in the market. Kitchin and Tate, (2013) said that culture is one of the major factor which
affect the consumer behaviour. It is very complex belief of human behaviour which includes the
human society their value, beliefs, perception, preferences etc. While customer purchase any
commodity then its culture always reflect his behaviour and demand. Sub culture is a group of
the individual who share the same value, custom and tradition. The religion, racial group share
the same geographical location. Customer nationality, racial and tradition can affect their
mentality and deicide about to purchasing the commodity. On the other hand Martínez and del
Bosque, (2013) stated that personal factor is another major component which affect customer
behaviour. In the personal factor includes age, life cycle, occupation, life style, financial and
economic situation, personality, self concept etc. Customer age, education, occupation and life
style can largely affect the demand of the customer about the commodity. For instance, a well
educated and rich person prefer to purchase the branded clothes because they perceive that
impressive brand can give them effective satisfaction level as compare to local brand. In the
contradicting view Pan, Sheng and Xie, (2012) stated that psychological factor is another major
element which affect the customer behaviour. In this factor includes motivation, perception,
learning, experience, attitude, beliefs etc. In this manner, motivation is an internal need of
9

customer related to particular product. These needs have relation with psychological requirement
like security, social need, esteem need etc. Once customer have demand about something which
gives them full satisfaction and motivation then they will ready to pay for that commodity.
Furthermore, perception and experience is another important psychological factor because once
customer have some perception about commodity of particular brand then they will always
consider their perception. Moreover, if customer have already used that particular commodity in
the pastime then in next time of purchasing they will consider their previous experience. If their
previous experience was effective then they will again purchase that commodity. Individual
beliefs and attitude can also affect the purchasing behaviour of customer. Buyer creates a certain
image of every product and service available in the market.
As per the view of Paul and Rana, (2012) social factor is another major component that
affect customer behaviour at the time of purchasing. In this includes reference group, family, role
and status etc. At the time of purchasing, individual always consider their family, reference
group and status. For example, if one married couple purchase something then their marital
relationship can affect their buying. From this discussion it has been analysed that there are
various components that affect the customer buying behaviours. While they purchase commodity
then customer always consider these mentioned factor. Company should understand these
elements for earn the maximum profitability and market share.
Assessment of the strategies through which brand image can improve
As per the view of Hunleth, (2011) public relation is one of the best strategy through
which brand image can improve. It is a strategic communication process that develop mutually
beneficial relationship between company and public. It is a professional practices for creating
and maintaining goodwill of the company's various public like customer, employees, investor,
suppliers etc. The organisation which wants to develop impressive brand image in the market
then it is very required to develop an effective and healthy relationship with public like customer,
supplier, government, investor etc. With assistance of healthy relationship with public company
can design an impressive goodwill. Corporation can maintain effective relation with these
individual by fulfilling their requirement. Every public have different demand and requirement
from the organisation. It is great responsibility of company to keep satisfy these public by
fulfilling their needs related to the company and commodities. For instance, customer requires
high quality of product and services from the company in the reasonable and affordable price. In
10

addition to this, customer also wants that company should keep update about the all important
message of product and services. Customer desires that firm regularly update them about the
changing features, prices, distribution etc. Thus, it is great responsibility of the organisation to
keep regular update about the information of product and services and delivers high quality of
commodities in reasonable prices. On the other hand suppliers requires effective order and
payment of the raw material and semi finished goods. Thus, it is great responsibility of the
company to place an effective order to the raw material and provide regular payment to
suppliers. Hence, it can be said that by maintain an effective relationship with public, company
can improve brand image in the market.
On the contradicting view Gay, Mills and Airasian, (2011) stated that social media is one
of the best and excellent strategy to develop impressive brand image in the market. In the present
time, customer have more trust on the digital marketing and technology. As customer requires
the fastest processing of purchasing and distributing the product and services. Hence, social
media is one of the platform through which corporation can introduce the items in front of the
customers. With assistance of this strategy, company can post the images, video, links, content of
the commodity on the various channels like Facebook, twitter, instagram etc. While company
post the image, video and links on the social media channel then customer can easily see and
post comments about the commodities. Social media is a platform where customer can easily
post their comment, review, feedback about the product and services. While any customer post
the positive comment or review of the product on the social media channel then other customer
can easily see that comment. Positive comment and review of customer about the commodity can
enhance the good will of the company. Hence, it can be said that social media is a valuable tool
for sharing information relevant to company and its commodity. It is a medium at where various
customer and organisation can interact with each other. Customer can directly communicate with
firm representative and gain relevant information by itself. As per the view of Kulviwat, Guo
Engchanil, (2004) at the various channels of social media like Facebook, twitter, instagram, you
tube etc firm can create its won web page and share relevant information about the product and
services. A robust social media presence can significantly increase website traffic and enhance
company image with both new and existing customer.
On the contradicting view Keisidou, Sarigiannidis and Maditinos, (2011) stated that
search engine optimisation is another most important strategy to improve the brand image of
11

organisation in front of the customer. It is a tactic that improves company's ranking on popular
search engine like google. In order to improve brand image in the market, firm can develop its
own web page on the internet. By this web page, company can easily post the images, picture,
video, links and content about the product and services. While many visitor's comes on the web
page then it generates the traffic on the internet. It is a tactic that improves company's ranking on
popular search engine like google.
On the contradicting view Bauer, (2014) stated that company's brand image can improve
by an effective corporate culture. According to the view of him, employees who have positive
work experience share it through their own social media channels. Personnels reflect a positive
business environment in front of customer. Thus, it is very important to develop an impressive
working culture at workplace so as every employees effectively carry out their responsibility and
work for attain the objective. While culture is effective then employee can more consciously
fulfil their task to attain the target. This will assist in improving productivity of work and quality
of business performance. If company performance and productivity will increase then
automatically customer service and product quality increases. This will assist in improving brand
image of the corporation.
As per the view of Cammarota and Fine, (2010) brand image can also improve by the
innovation and creativity. Company should make efforts to implement such innovative and
creative thoughts in the business through which firm can improve it brands image in the market.
Innovation and creativity is one of the major aspect by which firm can develop such impressive
commodity through which customer can get full satisfaction. On the contradicting view Steve,
(2015) stated that pricing strategy is another effective strategy which aids in developing
competitive advantage in the market. Basically, pricing strategy largely depends upon the type of
product and services. While company sets the prices of the commodity then it is very important
to analyse it's all costs incurred in the production, transportation, distribution, manufacturing etc.
Company should set fair prices of the product which could pay by customer. In simple word it
can be said that company should set original price of the commodity along with consideration of
all aspects like production, manufacturing, distribution, advertisement, promotion etc. While
some organisation offers the lowest prices among their competition then customer thinks that
others brand themselves as having superior quality and prices accordingly.
Analyse the impact of brand image on the customer choice in the company
12

As per the view of Paul and Rana, (2012) customer choice and perception can directly
affected by the brand image of the organisation. Every customer requires an effective product
and services which have high quality and look from the company. If corporation does not satisfy
the actual needs and wants of the customer then their satisfaction level can negatively affect. In
order to affect customer choice and perception in positive manner, company requires setting the
positive brand image. Thus, it can be said that there is significant relationship between brand
image and customer perception. If company have high and impressive brand image then
customer does not need to think so much at the time of purchasing the product and services.
Positive brand image influence customer for purchasing the commodities and they do not need to
search other alternatives in the market. In addition to this, positive brand image assist in
attracting the large number of customer because while company have impressive brand image in
the market then it has obvious high quality of product and services. Once customer fully satisfied
with product and services then they will influence to tell about the product and services to other
family members and friends. A well satisfied customer can automatically promote the
effectiveness of product in front of other person. Thus, it can be said that brand image of
company can influence to customer for purchasing the product and services.
As per the view of Eid, (2011) brand image is a logo of the company which reflect firm
identity. It is a key driver of brand equity which refers to consumer general perception and
feeling about a brand and has effect the consumer behaviour. While any individual purchase
something or commodity from the firm then he/she believes that said commodity will give them
complete satisfaction according to the requirement. However, if company's product does not full
fill individual need then it's directly negatively affect individual perception. Thus, it can be said
that it is very important for company to deliver effective customer satisfaction and services
through which it can able to improve its good will in the market.
As per the view of Gay, Mills and Airasian, (2011) advertisement is a tool through which
company introduce product and services in the front of customer. With help of advertisement,
company can create and adapt the image of themselves and their brand. He also noted that with
help of advertisement, firm mostly target the teenagers and young adults because company thinks
that teenagers accept traditional direct advertisement more easily as compare to the old and
mature people. Company's strategy to attract the customer can directly influence its brand image.
13

Teenagers and adult customer can easily believe upon the brand as they ready to purchase the
promote which has advertised by the organisation.
As per the view of Hunleth, (2011) brand image creates company identity in front of the
customer. By this brand image, customer only perceived which company represent in front of
them. If company have effective and positive image in the market then customer will more
attract to purchasing the commodity. On the other hand if company have negative image and in
appropriate goodwill in the market due to the lack of quality, price and any other factor then
customer will not ready to purchase that product. As per the view of Beard, (2014) Once
company develop its positive image in the market then it will be asset for the corporation for
long term in the market. With help of positive and impressive brand image customer will ready
to pay the high amount of price without think too much. Positive brand image helps to customer
in quickly purchase the commodity as they doers not much think about to buy the commodity
from particular company. They also recommend that brand to another person like friends, family,
colleagues etc to purchase and hold the positive attitude toward the brand. As per the research it
has been founded that there are numbers of companies which give valuable consideration for
building brand image and utilise capital for formulating and executing marketing strategy and
practices. From the entire discussion about the brand image of company and customer choice and
perception it has been founded that in order to get an effective success in the market and gain
customer attraction, brand image is very important for the organisation. Positive brand image
attract the customer ion large manner and negative brand image create negative influence upon
the customer. Company can earn the maximum profitability in the market with help of
impressive brand image in the market. Impressive brand image of company assist in competing
with rivals and it is a competitive advantage of the organisation. In order to gain an effective and
strong brand image in the market, company should focus on the effective measure which ios
favourable for the customer as well as other stakeholders. Once the stakeholder are happy and
satisfied with organisation and its practices then company will able to sustain in the market for
long time.
RESEARCH METHODOLOGY
Introduction
In order to obtain an appropriate outcome about the investigation, research methodology
is very important aspect. It plays a very vital role in the research by which appropriate result can
14

obtain. It is one of the important chapter in the dissertation which provide an effective
explanation about the subject. In this chapter, investigator obtain suitable outcome with help of
various methods like research approach, research design, data collection, research philosophies,
sampling etc. In the following dissertation, the major objective of investigation is to analyse the
impact of brand image on the customer choice Panneerselvam, (2014). In order to attain this
objective, qualitative study is being done by the investigator so as accurate objective can attain.
Each method in the research methodology have its own importance and concept which assist in
obtaining an appropriate outcome of the subject.
Research Strategy
While researcher implement the research method in the investigation then it is very
important to select an appropriate type of research. There are major two type of research that is
qualitative and quantitative. The implementation of this method depends upon the objective of
research. In the context of qualitative research, study includes theoretical aspect. In this method,
investigator followed a depth analysis along with the theory and concepts. On the other side, in
the context of quantitative research, investigator used various methods like regression,
correlation, t- test, a nova test and standard deviation etc Flick, (2011). These methods assist in
identify the relationship between the variable. According to the demand and objective of study,
researcher used the research type such as qualitative and quantitative. In the following
dissertation qualitative research has been applied in order to analyse the impact of brand image
on the customer choice regarding product and services. The reason behind to select this
qualitative research is to conduct deep analysis by which investigator can develop deep
understanding about the subject. Qualitative research can applied in the dissertation in order to
collect an appropriate information and obtain accurate outcome of study. This research can assist
investigator in analysing the impact of brand image on the customer choice with respect of
Marks and Spencer. In this present dissertation, qualitative method has applied by the
investigator to analyse the impact of brand image ion the customer perception with respect of
Marks and Spencer company.
Research Approach
In the chapter of research methodology, research approach is one of the essential method
by which investigator can analyse the information about the topic. It assists in analysing the
collected information about the topic which helps in obtaining an appropriate outcome of the
15

dissertation topic. Generally, there are two kind method of data collection that is inductive and
deductive. In the context of inductive approach, it is concerned with the generation of new theory
emerging from the data. This approach associated with qualitative research and this will usually
use research questions to narrow the scope of the study. Inductive approach based on the pattern
and trends. With help of inductive research approach, investigator can obtain an appropriate
outcome. In the inductive research approach investigator does not have any place for hypothesis
so investigator is free to alter direction of the study (Özerdem and Bowd, 2016). This approach is
less structured and there is not guiding component. It can implement in the small sample project
because small number of the sample are analysed with effective outcome. On the other hand in
the context of deductive approach, it is applicable on the large sample size project because with
help of large size project researcher can conduct deep analysis. In the deductive approach
research starts with hypothesis itself. It is highly structured because there is some specific aim to
be accomplished. Deductive approach is the fundamental form of valid reasoning. It starting
point is premises and its process includes theory, hypothesis, observation and confirmation.
In the present dissertation, researcher have major aim is to analyse the impact of brand
image on the customer choice. Therefore, in order to attain this objective, scholar has used
inductive approach. With assistance of this research approach, scholar can able to collect
relevant information and analyse it for obtain an appropriate outcome. This approach assist to
investigator in develop effective knowledge about the subject and collect the primary data for
obtaining the result. This mentioned research approach assist to the investigator in develop the
deep understanding about the topic and find out an appropriate solution of the study.
Research philosophy
Research philosophy is another major important method in the research methodology
chapter in dissertation. It refers to the value, assumption, beliefs related to the particular topic. It
deals with the source, nature and development of the knowledge. It affects the scholar
assumption, value and beliefs. It has many branches related to the wide range of discipline. This
philosophy can designed as the development of the research background, knowledge and its
nature. There are major two kinds of research philosophy that is interpritivism and positivism. In
the context of interpretivism philosophy, single fact is reflected by the several facts. On the other
hand in the positivism philosophy, scholar relies upon the certain fact and figure regarding
particular aspect. Both research philosophy are different from each other and most important part
16

of the research philosophy. In this manner, investigator can collect a relevant outcome about the
subject (Miller, Birch, Mauthner and Jessop, 2012). The major objective of research philosophy
is to identify an appropriate solution of the research problem. Therefore, it is very important to
select the suitable philosophy for the study. In addition to this, scholar should keep mind the type
of investigation because selection of the research philosophy is largely depends upon the type of
study. Wrong selection of the research philosophy can make the improper result of the research.
In the present research study, interpritivism is being applied in order to collect the relevant
outcome of the study. In the present study, investigatior have main aim is to analyse the impact
of brand image on the customer perception or choice with respect of Marks and Spencer.
Interpreitivism philosophy assists to investigator in applying the different views, opinion and
suggestion to the particular research topic. It facilitates the investigator in obtaining an
appropriate result of the investigation. With help of the mentioned approach, scholar can able to
collect the large amount of the information related to the brand image and its impact on the
customer choice.
Research Design
In the research methodology, research design is another major method which assist in
obtaining the accurate result of the study. It refers to the process of the represent the outcome
which occurred in the data collection process. This process assist in analysing the result by
assessing information about the topic. With help of research design, scholar can able to represent
the collected information and obtain an appropriate outcome. There are major two kinds of
research design that is descriptive and exploratory (Panneerselvam, 2014). In the context of
Exploratory research ideas and thoughts are discovered. This design is flexible and it includes
non probability sampling. Exploratory research design assist to the investigator in obtaining the
high quality of outcome by deep analysis of the gathered information. With help of this method,
investigator can easily represent a systematic information about the topic. Exploratory research
design have non probability sampling which does not planned design for the analysis. In a simple
word it can be said that exploratory research is a type of research conducted for problem that has
bot been clearly defined. It assists in identify the best design of research, data collection and
selection of the subject. On the other hand in the descriptive research design researcher explore
and explain an individual, group or a situation. It is also known as the statistical research which
describes the data and characteristics about the population. It has rigid research design and
17

include probability sampling (Mackey and Gass, 2015). It considers on the discovery of idea and
thoughts. This is suitable for studies which is flexible and deliver chance for focusing all aspects
of the problem. This mentioned design have major aim is to obtain complete and accurate
information for the study. It also assists in formulating the research objective, developed the
design for data collection, choosing the size of sample, analysis of information and reporting the
result.
Data collection
In the research methodology, data collection is one of the major important method
through which information can collected and analyse for obtain the effective result. It is a
method under which scholar collect the data either by primary or secondary way. With help of
data collection, the result related to study can obtain. In the absence of data collection,
investigation can not be completed because it is a process of collecting the information about the
topic. It is very important for the investigator to select one appropriate method of data collection
because if chosen method is inappropriate then entire result will negatively affect. In this
manner, there are major two kinds of data collection method that is primary and secondary
(Kassim and Asiah Abdullah, 2010). These two methods is important for the investigation
through which scholar can collect the relevant data about the topic. In the context of primary data
collection, scholar collect the information from the primary ways like survey, interview,
questionnaire etc. In this method investigator collects the primary information by direct
respondent who involve in the process of interview, survey etc. By this method, researcher can
collect fresh information about the topic. Primary data collection is highly effective method
because in this scholar can collect fresh and more reliable information by direct respondents. On
the other hand in the context of secondary data collection, investigator can collect the
information from the secondary resources such as books, journals, internet websites, magazines
etc. This method provides such information which is already gathered by someone itself. The
gathered information from secondary sources is less reliable as compare to the primary source.
In the present dissertation, investigator has used both primary and secondary sources. In
order to carry out the investigation to analyse the impact of brand image on the customer choice
scholar has considered both techniques that is primary and secondary so as he/she can obtain an
appropriate outcome of the study. In this dissertation, primary information is collected by the
survey method under which scholar has prepared a systematic questionnaire along with question
18

of customer behaviour and brand image (Gay, Mills and Airasian, 2011). With the help of
primary information in the investigation, scholar can collect the primary information by use of
several questionnaires. This has assist in attaining the aim and objective of investigation. In this
manner, in order to collect the primary information about the topic of brand image effect
customer choice, investigator has selected the customer as respondents. Customer can assist to
investigator in addressing the result according to the requirement. They give their different
perception and views about the brand image of the Marks and Spencer. Different customer
provided their views related to the cited venture through which scholar has gathered the
information about the topic. The entire objective for selecting the primary data collection method
is that researcher required to analyse the actual impact of brand image on the customer choice.
That is why he/she has selected the customers as a sample and collected the information from
their view and opinions. It assists to overcome the barriers which faced by the company related
to brand image and firm can more focused on the needs of customer because by this method
company can easily know the perception and views of the customer about the Mark and Spencer.
On the other hand in the present study secondary data collection has been also used by
the investigator under which information can gathered by use of various sources like journal,
websites, books, magazines etc (Taylor, Bogdan and DeVault, 2015). Secondary data can assist
investigator to know about the customer behaviour and choice. Scholar has clear his concept
about the brand image and various strategies through which company can improve its brand
image in the market. Thus, it can be said that both methods of data collection that is primary and
secondary can assist in obtaining the appropriate result of the study through which scholar can
analyse the impact of brand image on the customer choice Marks and Spencer.
Sampling
This is another major important method in the research methodology which assist in
collecting the information about the topic. It is a statistical analysis in which observation taken
from the large number of population (Fiegen, 2010). In the absence of sampling, researcher can
not able to collect the information about the research topic. With help of sampling, scholar can
collect the various views, suggestion and opinion about the subject and identify the appropriate
solution of research problem. The major objective behind the sampling is to select the numbers
of respondent from the whole people so as required information can collected from various
people. Sampling is divide into two methods that can be adopted by the scholar to make sample
19

of the real population (Hunleth, 2011). This two method of sampling is probabilistic and non
probabilistic. In the context of probability sampling, sampling are selected in such way as to be
representative of the population. Probability sampling delivers the impressive and most
appropriate outcome of the investigation. On the other hand in the non probabilistic sampling are
not truly representative. It is less desirable than probability sample. In the probability sampling
includes random sample under which people are randomly selected for the survey method. In the
present research project, purposive method of sampling which is part of the non probability
sampling. It is a non representative subset of some larger population which is developed to serve
a very specific requirement. In this manner, in order to collect the information related to the
subject, investigator have selected 10 customers of the Marks and Spencer. With help of these 10
customer scholar can identify the relevant information about the subject and discover an
appropriate solution of the study. The preferred method of purposive sampling is most relevant
and reliable way to collect the information from the selected respondents.
Data analysis
Data analysis is another major important method in the research methodology by which
researcher can obtain an appropriate result. It is a method which assists in analysing the
information of the subject and determine the effective solution of the research problem. This
section consist of the process in which various tools and techniques are being used by the
investigator in order to carry out assessment of the collected information. The major objective of
this section is to convert the raw data into the valid conclusion. It is essential for carry out the
analysis of information which has been collected from the various secondary and primary
sources (Mackey and Gass, 2015). In the process of data analysis there are two different type of
techniques which are classified as qualitative and quantitative technique. In the context of
qualitative technique, data and information is presented in the non numerical form. Therefore,
thematic perception test technique is used by the scholar for conducting the qualitative
investigation. In addition to this, there are several themes are prepared by the scholar for
conducting the qualitative investigation. In this aspect researcher engages with various questions
related to the subject. A systematic questionnaire has prepared by the scholar to identify the
various view of customer about the brand image. After that collected information has been
represented in the chart and graphs in this method so as viewer can easily understand the
research. Charts and graphs develops a better understanding about the outcome of the research.
20

On the other hand in the quantitative technique, collected information about the topic can
represent in the numeric form. This numeric information about the subject provides the deep
understanding to the scholar. In this manner, various test of SPSS can applied lie T-test, Z-test,
regression etc. These all techniques of the SPSS provides a clear presentation of the outcome of
the study.
In order to attain analyse the impact of brand image on the customer perception,
qualitative technique of the data analysis has been used. In this present research study, thematic
analysis has been used to carry out the task of evaluation and information has been represented in
the form of various charts and tables. In this present research, qualitative techniques of the data
analysis has been applied so as appropriate outcome can arise by the investigator.
Ethical consideration.
Ethical consideration is another major aspect in the research methodology by which all
activities and action which has been taken by the scholar should consider ethically. There should
not any kind of un ethical activities happened at the time of investigation. All data and
information should be collected in the ethical way. There should not be any wrongful act and
involvement by the researcher (Bauer, 2014). Ethical issue basically refers to the ethical
implication during the investigation is carrying out so that its moralised nature can be defined. In
this manner, Researcher have taken the proper consideration during the data collection from the
respondents. In the survey process, investigator should not involve in any unethical activity, all
data and information should be valid and reliable according to the topic. In addition to this, in the
survey, there should not be any additional force of the researcher upon the respondent. They are
free to share their view, opinion and suggestion about the brand image of the Marks and Spencer.
There should not be any outside force of the investigator upon to the respondent (Kassim and
Asiah Abdullah, 2010). They should be free to fulfil the given questionnaire under which they
are supposed to fulfil the all questions about the brand image of Marks and Spencer. One another
ethical aspect of the research is to make appropriate citation of the work done to the remark. In
this present report it has been analysed that investigator have taken the ethical consideration in
proper way because he/she has not involved in any unethical thing and has not put any force to
fulfil the questionnaire. There has not any kind of the biasses because all activity organised in the
ethical manner. It has been also observed that scholar has sent the questionnaire on the personal
21

email id of 10 customers so as they can freely full fill the all relevant information about the
subject.
Research Limitation
It is another major aspect in the research methodology as per this there are some
components which affects the investigator in the researcher. While scholar carry out the
investigation then there are several elements which affect their investigation. In this manner,
time is one of the major limitation which has faced by the investigator. Time is an element which
assist scholar to attaining their task but in this study it has been analysed that scholar have very
limited time period for accomplishing the activities of the investigation. In order to overcome the
time impact on the study, researcher has used various measures. In addition to this, monetary
resource is another major limitation for the investigator which faced duration of the
investigation. In the absence of the sufficient fund, investigator has not completed the task
properly (Mackey and Gass, 2015). In various activities during the investigation like printing
questionnaire, conduct the survey, transportation, internet expenses etc. In these mentioned
activities, investigator required sufficient amount of fund. Thus, it can be said that in the various
activities of the investigation, scholar have faced the issue related to the time and cost. In order
to overcome the impact of the time, scholar has used the Gantt chart method under which each
activities of the research can organise according to the time. On the other hand in order to
overcome the impact of the cost, scholar has used the activity based costing under which
expenses can effectively manage about the research activity.
Validity and reliability
In the research methodology, validity and reliability is one of the most important concern
which assist in obtaining the effective outcome of the investigation. Once the obtain outcome of
the investigation does not appropriate and valid then entire research can negatively affect. The
collected data and information should be valid and reliable. In order to raise the reliable and
validity of the study, several aspects has been taken in to consideration by the scholar. The major
objective of the reliability and validity of the information is that collected information should be
valid and reliable. It should not be wrong and different from the subject (Eid, 2011). The
rationale behind this, copyright protected data source provides the highly reliable information. In
this present report, all collected data and information has valid and reliable because secondary
information has been collected from the latest books and journal by the scholar. The major
22

objective of secondary data collection is to attain the objective. In addition to this, various
themes has been prepared by the investigator so as clear understanding can generate by the
scholar.
DATA ANALYSIS
Introduction
Data analysis also plays a very crucial role in the whole research which aid in obtain the
valid and reliable conclusion of the study. In the absence of data analysis, dissertation can not be
completed because it is a stage at where all collected data can analyse in proper manner so as
appropriate outcome can easily obtain according to the investigation. In the present investigation,
qualitative techniques has been applied under which thematic analysis used. In this manner,
researcher has been prepared a several questions in the questionnaire so as information can
collected from the different respondents (Gast and Ledford, 2014). Data analysis is a chapter
within the investigation which assist in analysing the all collected data in the investigation. It is
very essential for the investigator to design the research in such manner so as appropriate
outcome can obtain easily. It should be carry out the entire investigation in a well structured
manner through which it becomes easy to accomplish determined objective and aim. In order to
attain the objective of the investigation, scholar has prepared a systematic questionnaire along
with the questions of impact of brand image on the customer choice. With help of questionnaire,
investigator can able to collect the various views, opinion, suggestion of the topic about the
research. Following are a systematic questionnaire which aid in collecting the information from
10 customers of Marks and Spencer
Theme 1 Respondents are both male and female
Gender Frequently
Male 5
Female 5
Theme 2 Many people have different age
How old you are Frequently
15 to 20 years 2
20-30 years 4
30-40 years 2
23

40 and above years 2
Theme 3 Customers frequently purchase the product and services of Marks and Spencer
How long have you been purchasing the product from the Marks and
Spencer Frequently
Within 6 months 2
Within 1 year 3
From 2 to 3 2
More than five year 3
Theme 4 Elements affects the buying behaviour of product and services
From the following which element affected you at the time of
purchasing the product and services? Frequently
Personal factor 2
Geographic factor 2
Demographical factor 4
Other 2
Theme 5 Customers aware about the product and services
Do you understand the meaning of the brand image and good will of
the company? Frequently
Yes 8
No 3
Interpretation and analysis: This section stated that from the survey of the 10 customers of the
Marks and Spencer, 8 customers has effectively known the brand image of the organisation,
They effective know the meaning and concept of the brand image.
Theme 6 People affected brand image at the time of purchasing the commodity
Do You agree that while you purchase any product and service then
brand image affect your decision? Frequency
Strongly agree 5
24

Agree 3
Disagree 1
Strongly disagree 1
Theme 7 Component affect the brand image of the corporation
Which component affects the brand image of the company? Frequency
Price 1
Quality of product and services 1
Social media marketing 2
Brand names of the company 4
Advertisement 2
Theme 8 Brand images affect the customer choice and perception
Do you agree that brand image affect the customer perception
and choice? Frequency
Strongly agree 5
Agree 3
Disagree 2
Strongly disagree 0
Theme 9 Marks and Spencer have created an excellent brand image in the market
Do you agree that Marks and Spencer have created an excellent brand
image in the market? Frequency
Strongly agree 5
Agree 3
Disagree 1
Strongly disagree 1
25

Theme 10 Cited venture have used excellent approaches to enhance the brand image
Do you agree that cited venture have used excellent approaches to
enhance the brand image? Frequency
Strongly agree 5
Agree 4
Disagree 1
Strongly disagree 0
Theme 11 The advertisement of marks and Spencer has a major influence in your buying
decision
Do you think the advertisement of marks and Spencer has a major
influence in your buying decision? Frequency
Strongly agree 4
Agree 4
Disagree 1
Strongly disagree 1
Theme 12 Marks and Spencer compared with the other substitutes available in the market
How satisfied are you with Marks and Spencer compared with the
other substitutes available in the market? Frequency
Strongly agree 5
Agree 3
Disagree 1
Strongly disagree 1
26

Theme 13 Marks and Spencer should make efforts to improve its brand image in the market
Do you think that Marks and Spencer should make efforts to
improve its brand image in the market? Frequency
Strongly agree 4
Agree 3
Disagree 2
Strongly disagree 1
Data Analysis and Interpretations
Theme 1 Respondents are both male and female
Gender Frequently
Male 5
Female 5
27

Interpretation and analysis: From this section it has been analysed that in the survey of 10
customers there are 5 males and 5 females. Thus, it can be said that the collected information
defines the different views and opinion of the females and male. The major objective of this
survey is to analyse the impact of brand image on the customer perception and choice. That is
why researcher has been selected 10 customers of Marks and Spencer who regularly purchase the
items from cited venture. From the collected data by survey it has been founded that there are
both kinds of customers that are male and female. Thus, it can be said that the collected
information includes the both male and female opinion and views related to the brand image.
Both male and female customers of Mark and Spencer has been given their different view,
opinion, perception about the product and services of Marks and Spencer.
Theme 2 Many people have different age
How old you are Frequently
15 to 20 years 2
20-30 years 4
30-40 years 2
40 and above years 2
28
Male Female
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Frequently

Interpretation and analysis: From this section it has been analysed that in the survey of 10
customers, 4 customers have age of 20 to 30 year old. On the other hand in the survey method it
has been analysed that 30 to 40 customers have age of the 30 to 40 year old. From this survey it
has been analysed that in the survey there are different age of customer who have various kinds
of age. This section have major objective is to identify that different views and opinion of the
customer reflects their age or not. From the survey of 10 customers of Marks and Spencer, there
are both male and females and they have also different age. From the survey it has been founded
that there are mostly customers are age of 20 to 30 years old. In the survey of 10 customer 4 are
age of the 20 to 30 year old. On the other hand, only 2 customers are age of 30 to 40 year old. In
addition to this age of 40 year above are very few customers in the survey. Thus, from the
collected data it has been founded that there are mostly customers are age of 20 to 30 year and
they are just youth people who gives their opinion about the brand image of the mark and
Spencer. Thus, it can be said that young people have major participation in the survey of brand
image and they have given their different perception regarding to the brand image of Marks and
Spencer.
Theme 3 Customers frequently purchase the product and services of Marks and Spencer
How frequently you purchase the product and services from the
Marks and Spencer Frequently
Within 6 months 2
Within 1 year 3
From 2 to 3 2
More than five year 3
29

Interpretation and analysis- This question stated that many customers of the Marks and Spencer
purchase the product and services within the one year and five year. This section stated that there
are different customers who purchase the product and services from different year. From this
section it has been analysed that Marks and Spencer is famous company and its customer
regularly purchase the product and services. This section have major objective is to identify that
how many customers regularly purchase the product and services from the Marks and Spencer.
The survey of the 10 customer, it has been analysed that many of the customer purchases the
product and services from the cited venture within 5 year and 1 year. Thus, from this survey it
has been analysed that Marks and Spencer is famous company which product and services are
liked by the customers so as they regularly purchase its commodity. It has been also analysed
that in the market, cited venture have effective position so as mostly customer purchase its
product at regular basis.
Theme 4 Elements affects the buying behaviour of product and services
From the following which element affected you at the time of Frequently
30
Within six months
Within one year
From two year
From five year

purchasing the product and services?
Personal factor 2
Geographic factor 2
Demographical factor 4
Other 2
Interpretation and Analysis-This section stated that while any customer purchase the product
and services from the company then various components affect their purchasing decisions. There
are various factors which affect the purchasing decision of the customer that are demographic,
geographic, social, personal etc. In the context of demographic factor includes age, gender,
occupation, income level, education etc. This factor mostly affect the customer buying because
in this includes the customer demographic things which affect their living standard and way of
living. From the survey of the 10 regular customer of the Marks and Spencer, it has been
analysed that most of the customer affected by their demographic factors like age, education,
31
Personal factor Geographic
factor
Demographical
factor
Other
0
0.5
1
1.5
2
2.5
3
3.5
4
Frequently

income level, education etc while they purchase the product and services. Thus, it can be said
that people can mostly affected by this component. Company should develop the commodity
according to the demographic component. Firm should always consider this factor at the time of
development of the commodity so as they can fulfil the actual needs and wants of the customer.
In this manner, it has been also analysed that in order to analyse the actual requirement of the
customer, company should conduct the market research so as it can effectively understand the
real wants and demand of the customer in the context of the product and services. From the
survey of 10 customers of the Marks and Spencer, it has been founded that 4 customers buying
behaviour are affected by the demographic factor under which includes education, occupation,
gender, income level etc. On the other hand 2 customers buying behaviour affected by the
personal factor like motivation, perception, learning, experience, attitude, beliefs etc. Company
needs to understand the personal factor of the customer at the time of developing the product and
services. In addition to this, 2 customer buying behaviour decision can affected by the
geographical factor under which includes location, city, country etc. From the survey of 10
customers of the Marks and Spencer it has been analysed that customer purchasing decision
affected by the demographic factors of the customer.
Theme 5 Customers aware about the product and services
Do you understand the meaning of the brand image and good will of
the company? Frequently
Yes 8
No 2
32

Yes No
0
1
2
3
4
5
6
7
8
Frequency
Interpretation and analysis: This section stated that from the survey of the 10 customers of the
Marks and Spencer, 8 customers has effectively known the brand image of the organisation,
They effectively know the meaning and concept of the brand image. The major objective of this
question in the survey of Marks and Spencer is to identify that how many customers are
effectively known the meaning and concept of the brand image. From the survey of 10 customers
of the Mark and Spencer, it has been founded that 8 customer are effectively known the meaning
and concept of the brand image. On the other hand only 2 customers out of 10 has not known the
meaning and concept of the brand image. From this collected information it has been analysed
that, there are in the market, customer have effective knowledge and understanding about the
brand image of the organisation. So as it can be said that company should take several action
through which brand image can improve because most of the customer know the meaning of
brand image of the organisation.
Theme 6 People affected brand image at the time of purchasing the commodity
33

Do You agree that while you purchase any product and service then
brand image affect your decision? Frequency
Strongly agree 5
Agree 3
Disagree 1
Strongly disagree 1
Strongly agree Agree Disagree Strongly disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Frequency
Interpretation and analysis-This section stated that many of the customer affected by the
company brand image at the time of purchasing the product and services. The major objective of
this question in the survey is to identify that how many customer purchasing decision can
affected by the brand image or how many customers consider the brand of the product at the time
of purchasing. From the survey of 10 customers of Mark and Spencer, it has founded that 5
customers are strongly agreed from this statement that purchasing decision of them affected by
the brand image of the organisation. Furthermore, from the 10 customer 3 are just agreed by the
statement that customer purchasing decision can affected by the brand image of the organisation.
34

On the other hand only 1 customer is strongly disagreed and 1 are disagreed by this statement
that purchasing decision of customer affected by the brand image of the organisation. From this
collected information about the brand image and customer choice, it has been analysed that
many of the customer are strongly agreed that at the time of purchasing the product and services ,
their decision of purchasing the commodity is largely affected by the brand image of the
company. As if brand image of the organisation is effective and positive then customer
influences to purchase the commodity. On the other hand if company brand image is not
effective then it can affect the negative impact of the perception of customer about the
purchasing. Positive brand image of the organisation assist customer in taking the quick decision
of purchasing. On the other hand poor brand image can negatively influence purchasing decision
of the customer about commodity. Thus, from the collected information of the brand image and
customer purchasing it has been analysed that customer purchasing decision is largely affected
by the brand image of the company. Positive brand image influence customer to purchase the
commodity. Therefore, company should make efforts on the improving the brand image so as it
can more customer can attract to purchase the product and services. With help of impressive
brand image, company sales and profitability can positively influence.
Theme 7 Component affect the brand image of the corporation
Which component affects the brand image of the company? Frequency
Price 1
Quality of product and services 1
Social media marketing 2
Brand names of the company 4
Advertisement 2
35

Price
Quality of product and services
Social media marketing
Brand names of the company
Advertisement
Interpretation and analysis: This section stated that brand name is one of the factor which affect
the brand image of the company. Once company produce any product and services and introduce
into the market then customer attracts toward this and purchase it. If product and service have
effective quality which available in affordable price then customer will again purchase the same
product from same organisation. It can be said that company has created impressive image in the
market and customers knew very well the company by its products. Thus, it can be said that
corporation brand image can develop by the brand name of the company. The major objective of
this question in the survey is to identify that which component mostly affect the brand image of
the company. Therefore, in the survey of 10 customers of Marks and Spencer, it has been
founded that most of the customer said that brand name mostly affect the brand image of
company in the market. From the 10 customers in the survey,4 customers said that brand image
affected by the brand name and on the other hand 2 customers out of the 10 said that
advertisement is another factor which affect the brand image in the market. Thus, it can be said
that advertisement is another important thing to improve the brand image in the market of
organisation.
Theme 8 Brand images affect the customer choice and perception
36

Do you agree that brand image affect the customer perception
and choice? Frequency
Strongly agree 5
Agree 3
Disagree 2
Strongly disagree 0
Strongly agree Agree Disagree Strongly disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Frequency
Interpretation and analysis: This section stated that brand image of the company affect the
customer perception and choice. The major objective of this question in the survey is to identify
that how brand image affect the customer perception and choice. From the survey of 10
customers of the Marks and Spencer, it has been founded that 5 customer are strongly agreed by
this statement that brand image affect the customer choice and perception. Most of the customer
said that brand image affect the customer choice about the product and services of organisation.
On the other hand 3 customers are just agreed by this statement that brand image affect the
customer perception and choice about the product and services. On the other hand, 2 customers
37

are disagreed by this statement that brand image of the company affect the customer choice and
perception. By this collected data it has been analysed that most of the customer in the survey
said that brand image affect their choice and perception of the commodity. Thus, it has been
analysed that while customer purchases any product and services from the company then firm
brand image or goodwill in the market can affect the purchasing decision of the customers. Thus,
it is very important for the organisation to maintain an effective and impressive brand image of
the company so as it can attract the large number of the customers because customer is noticed
the brand image of the firm at the time of purchasing the product and services from the company.
Theme 9 Marks and Spencer have created an excellent brand image in the market
Do you agree that Marks and Spencer have created an excellent brand
image in the market? Frequency
Strongly agree 5
Agree 3
Disagree 1
Strongly disagree 1
38

Strongly agree
Agree
Disagree
Strongly disagree
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Frequency
Interpretation and Analysis: This section stated that Marks and Spencer has created an excellent
brand image in the market. The major objective of this question in the survey is to identify that
marks and Spencer have an impressive image in the market or not. Thus, from the survey of 10
customers of the cited venture, it has been concluded that 5 customers are strongly agreed by this
statement that Marks and Spencer have developed its unique and impressive brand image in the
market. In addition to this, 3 customers are just agreed by this statement that cited venture have
impressive brand in the market. On the other hand only in customer out of 10 are strongly
disagreed by this statement and 1 are just disagreed by this statement. Thus, from the collected
information about the Marks and Spencer, it has been analysed that most of the customer
believed that Marks and Spencer have impressive brand image in the market as it delivers the
high quality of product and services like food product, clothing, appeals etc. Cited venture have
focused on the quality of commodity and it fullfill the actual needs and wants of the customer by
deliver them high quality of items in the reasonable price. Therefore, it has developed its own
impressive brand image in the market. From this question in the survey about the Marks and
Spencer, it has been analysed that it have an impressive brand image in the market through
which customer effectively believed on this brand. Moreover, they do not take maximum time at
the time of purchasing the product and services.
39

Theme 10 Cited venture have used excellent approaches to enhance the brand image
Do you agree that cited venture have used excellent approaches to
enhance the brand image? Frequency
Strongly agree 5
Agree 4
Disagree 1
Strongly disagree 0
Strongly agree
Agree
Disagree
Strongly disagree
Interpretation and analysis- This section stated that Marks and Spencer have used an excellent
approach to increase the brand image. This question in the survey have major objective is to
identify that marks and Spencer have impressive brand image in the market or not and cited
venture are using an excellent approach of enhancing brand image or not. From the survey of the
10 customer of the Marks and Spencer, it has been founded that 5 customers are strongly agreed
that cited venture is used an excellent approach to enhance the brand image in the market. On the
other hand 4 customers are just agreed by this statement that cited venture is used an impressive
approach of enhancing the brand image in the market. However, 1 customers out of 10 are
disagreed by this statement that cited venture used an excellent approach of enhancing the brand
40

image in the market. Thus, from this collected information about the Marks and Spencer, it has
been concluded that cited venture is using an excellent approach of improving the impressive
brand image in the market. There are several ways and strategies which assist in improving the
brand image of company such as social media, advertisement, quality product, competitive prices
etc. With assistance of the social media and effective approach of the advertisement firm can
easily improve the brand image in the market and attract the large numbers of customers.
Theme 11 The advertisement of marks and Spencer has a major influence in your buying
decision
Do you think the advertisement of marks and Spencer has a major
influence in your buying decision? Frequency
Strongly agree 4
Agree 4
Disagree 1
Strongly disagree 1
41

Strongly agree
Agree
Disagree
Strongly disagree
Interpretation and analysis- As per the above theme that advertisement of marks and Spencer
has a major influence in consumer's buying decision. To make research it was found that 4 out of
10 respondents was strongly agreed that company highly influence the buying decision of the
customers. 4 out 10 respondents agree in favour of the company but rest of respondents was
disagreed and strongly disagree with this them. As per their point of view, it has been analysed
that company's strategy will not make any impact in buying decision of the customers. In order
to this, company need to make strong relationship with their customers. On the other hand, as per
the collected data, it was interpreted that their was high majority in favour of the company with
40%. It means that company is in good position but due to make some changes in their working
style it can highly influence the buying behaviour of the customers. In accordance to this, firm
need to provide quality of products so that it can make long term relationship with the customers.
By giving innovation offers such as discount, gifts, loyalty bonus are the best example to attract
the customers. Thus, from the collected information about the Marks and Spencer in the survey
from 10 customers, it has been founded that cited ventures advertisement affect its brand image
positively and mostly customers said that company have used an effective measure of the
advertisement in the market. Its advertisement affords aids in improving the brand image in the
market through which customers are positively influenced for purchase the commodity.
42

Theme 12 Marks and Spencer compared with the other substitutes available in the market
How satisfied are you with Marks and Spencer compared with the
other substitutes available in the market? Frequency
Strongly agree 5
Agree 3
Disagree 1
Strongly disagree 1
Strongly agree Agree Disagree Strongly disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Frequency
Interpretation and analysis- As per the above theme that Marks and Spencer compared with the
other substitutes available in the market. To make research it was found that 5 out of 10
respondents was strongly agreed that company compared their products with their substitutes. 3
out 10 respondents agree in favour of the company but rest of respondents was disagreed and
strongly disagree with this them. They give their review that company do not make any effort
while comparing their products to other. On the basis of the collected data, it is interpreted that
their will be the highest majority will go to the strongly agree view with 50%. It means that
company make efforts to compare their products. On the other hand, it need to develop more
efforts so that firm can make good brand image in the market. To improve the quality of their
43

product in compare of substitutes, cited firm need to analysis the market. By analysis the market,
firm can determine the actual market position of their products, demand and competitors pricing
strategies. In order to this, it can make effective improvement so that business can make good
image in the market.
Theme 13 Marks and Spencer should make efforts to improve its brand image in the market
Do you think that Marks and Spencer should make efforts to
improve its brand image in the market? Frequency
Strongly agree 4
Agree 3
Disagree 2
Strongly disagree 1
Strongly agree Agree Disagree Strongly disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Frequency
Interpretation and analysis-As per the above theme that Marks and Spencer should make efforts
to improve its brand image in the market. In respect to this research have been done and it was
44

found that 4 out of 10 respondents was strongly agreed with the efforts done by the company. On
the other hand, 3 respondent was agreed, 2 people was disagree and rest of 1 respondent was
strongly disagreed with that. It is interpreted that the highest majority will go to the favour of the
company with 40%. It means that company give their best efforts but by adopting new strategies
or techniques company can overcome its threat. As same as the present graph which shows that
their will be the highest up flow in the strongly agree side. Hence, company need to adopt three
ways to improve their brand image. First, it will try to make positive relationship with the
customers. Secondly, firm should make great approach in networking sites so that it can attract
the customers in global level. Third, cited firm need to adopt innovative ideas so that it will
increase the profitability of an organisation.
CONCLUSION AND RECOMMENDATION
Conclusion
From this entire dissertation it has been concluded that brand image plays a very crucial
role in the company by which it can able to enhance its sales and profitability. If company has
not impressive brand image then it becomes difficult to survive in the market for long time.
While company have an impressive brand image then customer does not need to think so much
at the time of purchasing the product and services of that particular brand. On the other hand if
company have poor brand image in the market then customer purchasing decision and choice
about the commodity can negatively influence. From this report it has been also analysed that
there are several strategies and ways by which company can improve its brand image in the
market like social media, quality of products, strong public relation, strong relationship with all
stakeholder etc. These are major strategics through which company can easily develop an
impressive image in the market and enhance customer attraction Once the brand image of the
company has developed in effective manner then it is very easily to earn the profitability and
market share in the market. It has been also analysed from this dissertation that Customer choice
and perception is that attribute which can change according to demand and situation. Customer
behaviour is the study of individual, group and organisation. In order to earn the effective
profitability and brand image in the market, corporation requires understanding the customer
behaviour and their choice about the product and services. From this entire dissertation it has
been concluded that in order to improve the company's profitability and market share, firm
should need to consider on various measures and efforts.
45

From this dissertation it has been also concluded that in order to attain the objective of
the dissertation, investigator has used various kinds of methods of the research methodology like
research approach, research philosophy, research design, data collection, sampling, data analysis
etc. These all methods supports to the researcher can identify the appropriate solution of the
research problem. With assistance of theses several methods, investigator can effectively analyse
the impact of brand image on the customer choice and perception with respect of Marks and
Spencer company. In addition to this, in order to analyse the impact of brand image on the
customer perception and choice, researcher has been conducted the survey of 10 customers of
Marks and Spencer. In this survey process, investigator has prepared a systematic questionnaire
along with several questions related to the brand image and customer choice. Different customer
has been given different views and opinion related to the brand image of Marks and Spencer. It
has been concluded that many customers has been effectively understood the meaning and
concept of the brand image and its impact on the company. From the collected information it has
been analysed that from the 10 customer 5 customers are strongly agreed by this statement that
brand image affects the customer choice and perception at the time of purchasing the product and
services. In addition to this, it has been also concluded that cited venture has effectively used an
impressive approach and measures to improve the brand image. Marks and Spencer's customers
said that they are strongly satisfied with the existing approach for enhance the brand image like
social media, quality product, public relation etc. Many of the customer of Marks and Spencer
also strongly agreed that brand image can directly influence them for purchasing the product.
They believe that if company have strong and positive brand image in the market then it becomes
easy to take decision related to purchasing the products. On the other hand if company does not
have an impressive brand image in the market then customer can not take the quick decision
about to purchasing the commodity. From this entire dissertation it has been also concluded that
Marks and Spencer should use the effective measures of the social media and advertisement so
as it can develop impressive brand image in the market. From the collected data about the brand
image of Marks and Spencer, it has great and strong image in the market because it delivers the
high quality of customer products which effectively satisfied their needs and wants. Following
are some recommendation for Marks and Spencer through which it can more enhance its brand
image in the market-
46

 Social media is one of the best strategy to improve the brand image in the market. In this
medium, there are various channels like Facebook, twitter, instagram etc. These all
channels assist to company in introducing the product in front of customer and gain their
attraction this manner company can post the information related to products and services
like features, prices, images, video, content etc. This is the best way to attract the
customer attraction because they can aware about the commodity's information.
Therefore, Marks and Spencer should starts its marketing by use of social media channels
so as it can able to develop a distinctive brand image in the market. With help of social
media, company can directly touch with customers and get their views, feedbacks,
reviews, suggestion about the product and services of the organisation. With help of this
manner, company develops effective public relation with customer and attraction.
 Public relation is another strategy to develop a strong brand image in the market. With
help of effective public relation, corporation can gain the large customer attraction in the
market. Marks and Spencer should understand the needs and requirement of the all
stakeholders like suppliers, customers, employees, government, investors etc. These all
people are come into the existence of stakeholder. Once, company effectively satisfied
the needs of all these people then it can bale to develop the strong image in front of them.
While people have developed their trust on the company then it improves loyalty toward
the organisation. They will always loyal toward the company and give their best
contribution in attainment of the business objective.
 Pricing strategy is another way to improve the company image in the market. Company
should always monitor the activities and action of the competitors in the market. With
help of this practice, firm can easily analyse the performance and position of the rival in
the market. According to the competitors activities and their pricing strategy, Marks and
Spencer can easily set competitive prices. Along with price, quality is another major way
to improve the brand image in the market. Company should consider on the quality
measures so as it can provide the high quality of product and services to the customer.
Buyers mostly prefers the high and excellent quality of commodity along with reasonable
prices. Thus, it is very important for company to focus on the quality product and
services and competitive prices so as it can meet the customer needs and wants. Marks
47

and Spencer should develop the high quality of clothes, food products and other home
ware product which aids in developing an impressive image in the market.
 Another impressive strategy to improve the brand image in the market is search engine
optimisation. It is way to improve the brand image of organisation in front of the
customer. It is a tactic that improves company's ranking on popular search engine like
google. With help of this option, company can develop its won website on the internet
and post various information related to the commodities like prices, features, availability,
address, offers, discount etc. On the website of organisation, customer can directly
purchase the product and services and get connected with firm's representative. In
addition to this, they can post their comments, reviews, feedback regarding items.
Company representative can direct communicate with end users and sole their queries
related to the commodity and services. Thus, it can be said that company website assists
in facilitating both company and its customer. It aids s in improving the brand image in
the market and attract the large number of customers. On the company website, it is very
important to regular update the information about the product information so as customer
can get regular updates. Regular update is very important so as customer can get the right
information at the right time. Marks and Spencer should regular maintain and update the
information about the product availability, features, prices etc so as it can develop the
healthy relation with customers. In addition to this, website design and appearance is
another way to improve the customer attraction. Website may the first impression in a
potential customer. Therefore, website should be well designed and its contain should
updated.
 In order to improve the brand image in the market, Marks and Spencer should expand its
business in other sector. Once if it expands its business in the other sector then it will able
to gain the impressive brand image in the market.
 In order to improve the brand image in the market, Marks and Spencer should use the
latest and innovative technology in its business processes. In every functional department
in the corporation like marketing, finance, human resource, administration etc required an
impressive and high quality technology so as its all business activities and functions can
carry out in an effective manner. Company should bring an advance and high quality of
technology through which it can generate the high quality of outcomes about the
48

business. With assistance of high quality and innovative technology, company can
improve business performance. It directly positively affect the quality of product and
services. Through high quality of company's item, it can improve impressive brand image
in the market. Furthermore, innovative and creative idea about the business can also helps
in improve the brand image of company.
 In order to improve the brand image in the market, Marks and Spencer should consider
on the effective customer relationship management approach. In this manner, firm should
focus on the actual customer needs and develop such process by which they can directly
communicate with end user. In addition to this electronic customer relationship
management approach can assist in solving the queries of customer related to the product
and services. Furthermore, customer can directly communicate with organisation
representative for asking information about the commodity.
 Marks and Spencer should consider on the market research approach in order to improve
the brand image. It is the best strategy to maintain and improve the brand image in the
market. In this manner company should conduct market research for analysing the actual
market condition. It can also assess the actual needs and wants of the customer related to
the product and services. Moreover, market research strategy also assist in identifying the
competitor's position and strategy related to developing their position. With assistance of
this strategy company can easily analyse the actual market condition and requirement of
the customer about the commodities of Marks and Spencer.
49

REFERENCES
Journal and Book
50

51

52

Appendix
Demographic information
1. Name: ___________________
2. Gender
 Male
 Female
3. How old you are
 15 to 20 years
 20-30 years
 30-40 years
 40 and above years
4. How frequently you purchase the product and services from the Marks and Spencer
 Within six months
 Within one year
 From two year
 From five year
5 From the following which element affected you at the time of purchasing the product and
services?
 Personal factor
 Geographic factor
 Demographical factor
 Other
6 Do you understand the meaning of the brand image and good will of the company?
 Yes
 No
7 Do You agree that while you purchase any product and service then brand image affect your
decision?
 Strongly agree
 Agree
 Disagree
53

 Strongly disagree
8 Which component affects the brand image of the company?
 Price
 Quality of product and services
 Social media marketing
 Brand names of the company
 Advertisement
9 Do you agree that brand image affect the customer perception and choice?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
10 Do you agree that Marks and Spencer have created an excellent brand image in the market?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
11 Do you agree that cited venture have used excellent approaches to enhance the brand image?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
12 Do you think the advertisement of marks and Spencer has a major influence in your buying
decision?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
13 How satisfied are you with Marks and Spencer compared with the other substitutes available
in the market?
 Strongly agree
54

 Agree
 Disagree
 Strongly disagree
14 Do you think that Marks and Spencer should make efforts to improve its brand image in the
market?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
15 Recommend the strategies to improve the brand image in the market so as customer positively
influence?
55