Customer behaviour: Marks and Spencer

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