STRM044 : Business Research Project

Running head: DISSERTATION
The impact of branding on customer behavior-Comparative Analysis of Hilti and DeWalt
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Author Note:

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Abstract

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Acknowledgement

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Table of Contents
Chapter 1..........................................................................................................................................8
1.1 Introduction................................................................................................................................8
1.2 Background of the Study.......................................................................................................9
1.3 Rationale of the Study.........................................................................................................10
1.4 Problem Statement...............................................................................................................10
1.5 Research Aim.......................................................................................................................11
1.6 Research Objectives.............................................................................................................11
1.7 Research Questions..............................................................................................................11
1.8 Significance of the Study.....................................................................................................11
1.9 Structure of the Research.....................................................................................................12
1.10 Justification of the research from Theoretical and Practical perspective..........................13
1.11 Summary of Chapter 1.......................................................................................................13
Chapter 2........................................................................................................................................14
Literature Review..........................................................................................................................14
2.1 Introduction..........................................................................................................................14
2.2 Concept of Brands...............................................................................................................14
2.3 Six Different Dimensions of Brand.....................................................................................16
2.4 Development of Brand Equity.............................................................................................17

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Figure No 1: Sources of Brand Equity......................................................................................18
2.5 Brand Familiarity.................................................................................................................19
2.6 Brand Image and Consumer Behavior.................................................................................21
2.7 Impact of Brand Image on Consumer’s Behavioral Intention.............................................22
2.8 Brand Image, Customer Satisfaction and Customer Loyalty..............................................24
2.9 Buying Decision Behavior...................................................................................................24
2.10.1 Hilti.................................................................................................................................26
2.10.2 DeWalt............................................................................................................................27
2.11 Customer Awareness in the power tools industry with reference to Hilti and DeWalt.....27
2.12 Conceptual Framework......................................................................................................29
Figure No 2: Conceptual Framework........................................................................................29
Chapter 3........................................................................................................................................30
3.0 Research Methodology............................................................................................................30
3.1 Introduction..........................................................................................................................30
3.2 Research Outline..................................................................................................................30
3.3 Research Philosophy............................................................................................................31
3.4 Justification for selection of Positivism Philosophy............................................................32
3.5 Research Approach..............................................................................................................33
3.6 Justification for selection of Deductive Approach..............................................................33
3.7 Research Design..................................................................................................................34

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3.8 Justification for selection of Research Design.....................................................................35
3.9 Research Strategy................................................................................................................35
3.10 Justification for selection of Survey Research Strategy....................................................36
3.11 Sampling technique and Sampling Size............................................................................36
3.12 Justification for selection of Systematic Sampling Technique..........................................37
3.13 Data Collection Technique................................................................................................37
3.14 Justification for selection of Data Collection technique....................................................38
3.15 Data Analysis Technique...................................................................................................38
3.16 Ethical Considerations.......................................................................................................39
3.17 Conclusion.........................................................................................................................39
Chapter 4........................................................................................................................................40
4.1 Data Analysis...........................................................................................................................40
Figure No 3: Pie Chart of participating people..........................................................................40
Table No 1: Number of Participating People...........................................................................40
Figure No 4: Brand Influence on Customers.............................................................................41
Table No 2: Table showing Brand Influence on Customers......................................................41
Figure No 5: Attributes and Personality....................................................................................42
Table No 3: Attributes and Personality.....................................................................................42
Figure No 6: Development of Brand Equity.............................................................................43
Table No 4: Development of brand equity................................................................................44

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Figure No 7: Brand Association and Brand Equity..................................................................44
Table No 5: Brand Associations and Brand Equity...................................................................45
Figure No 8: Brand Awareness helps increase brand equity.....................................................46
Table No 6: Brand Awareness helps increase brand equity......................................................46
Figure No 9: Perceived Brand Quality and Brand Equity........................................................47
Table No 7: Perceived Brand Quality and Brand Equity..........................................................47
Figure No 10: Brand Loyalty can help increase brand equity...................................................48
Table No 8: Brand Loyalty can help increase brand equity......................................................48
Figure No 11: Familiarity is important for a brand...................................................................49
Table No 9: Familiarity is important for a brand.......................................................................50
Figure No 12: Brand image and loyalty involved in customer satisfaction..............................50
Table No 10: Brand Image and Loyalty....................................................................................51
Figure No 13: buying Decision of Customers...........................................................................52
Table No 11: Buying decision of customers..............................................................................52
References......................................................................................................................................54
Appendixes....................................................................................................................................58
Appendix 1.....................................................................................................................................58
Survey Questionnaire and Responses........................................................................................58

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Chapter 1
1.1 Introduction
Products are made and manufactured for the consumers and the consumers are those
persons who buy these particular products according to the needs and the demands of the
organization. The organization generally produces the products to satisfy the needs and the
desires of the consumers. The buying decision of a consumer thus mainly depends on the need
for the product, search for the information about the product, evaluation of the different
alternatives of the products, selection of the different kind of products and the last post purchase
behavior of the people. In this research study, the impact of branding on the buying behavior of
the consumers has been studied extensively (Acharyya et al. 2015). The research has compared
the branding of Hilti and DeWalt to study the impact of consumer behavior in a much more
precise and detailed manner.
According to, Chovanová Korshunov and Babčanová (2015) the sudden as well as
regular changes in the market conditions have created a new role for brand management and it
has turned into an integral part of holistic marketing. The importance of branding and brand
management has gained much more importance like never before. On the other hand Han et al.
(2016) have explained that the competitive situation of the market and the absence of proper
sustainability have forced the organizations to assess the situation and implement the branding
strategies in order to make the most of the organization. In order to create a flexibility superior
brand it is important for the organization to pay a constant attention to the customers of the
organization. The customers are presented with a large number of different choices in the