Effects of Branding on Consumer Purchase Decision

This dissertation aims to identify the effects of branding on consumer purchase decision. It includes a literature review on branding and consumer decision making, explores effective ways to change consumer decision about a brand, and examines the relationship between branding and consumer decision making. The research is conducted on Marks & Spencer.

Dissertation
(An investigation into the effects of branding on
consumer purchase decision)
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Abstract
Main aim of this dissertation is to identifying the effects of branding in changing purchase
decision of consumers towards the brand. In order to accomplish this aim, there are different
activities that have been completed from the researcher. Aim and objectives were developed for
completing full dissertation in systematic and in successful manner. Literature review was done
by gathering secondary data from articles, books, publication research and many more. These
helped investigator in attaining of all objectives successfully. Methodology section was
completed through different types of methods which are positivism philosophy, deductive
approach, quantitative choice, questionnaire and many more. These methods supported
investigator in gathering and evaluating of quantitative information within minimum period of
time. Data analysis was completed through frequency distribution analysis. This helped
researcher in evaluating of quantitative information easily and within minimum period of time.
Conclusion and recommendation was done by concluding entire information in systematic
manner. At last, recommendations were done by recommending information about the
improvement of topic.
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Contents
Abstract ...........................................................................................................................................2
Introduction .....................................................................................................................................4
Overview of the topic ..................................................................................................................4
Background of research organisation ..........................................................................................4
Problem statement........................................................................................................................5
Research questions ......................................................................................................................5
Research aim and objectives .......................................................................................................5
Rationale of the research .............................................................................................................5
Literature Review.............................................................................................................................7
Explanation about the branding and consumer purchase decision? ............................................7
What are the effective and useful ways for changing of consumers’ decision about the brand? 9
What are the relationship between branding and consumer decision making? ........................11
Methodology .................................................................................................................................13
Findings and analysis ....................................................................................................................19
Conclusion and recommendations ................................................................................................27
References .....................................................................................................................................30
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Introduction
Overview of the topic
Branding refers to the marketing practice within which an organisation makes name,
design or symbol that is easily identifiable as belonging to the business. In today’s dynamic
marketing landscape, brands have a broad range of uses for products, individuals and business.
In addition, brand is a design, name, symbol, term or many other feature, which identifies one
seller’s service or goods as distinct from those of other sellers. Therefore, branding is the art of
bring into line what customer think regarding the company and its products or services. Branding
is an important and essential part of the business success and growth at national as well as global
level. There are different advantages of branding in accordance to the consumer’s viewpoint and
seller’s viewpoint (Siali and et. al., 2019). According to the consumer’s viewpoint, there are
certain benefits of branding i.e. product quality, increased shopper efficiency, calls attention to
new products, decrease psychological risk etc. According to the view of sellers, brand loyalty,
trademark identification, decrease need for in-store contact and many more. Therefore, above
mentioned all these are major significance of branding that will be essential for company in
attainment of competitive advantages (Aggarwal, and Rahul, 2018). Along with this, branding is
also important in changing the consumer purchase decision towards the brand. Strong brand
position in marketplace facilitate an organisation in attraction of larger customer base within
minimum time period.
Background of research organisation
For this dissertation, Marks and Spencer is a chosen brand that is well-known for its
quality products or services. Company was founded in 1884 by Thomas Spencer and Michael
Marks, and headquartered in London, England, UK. Company is specialising in selling of
clothing, home and food products that mostly of its own brand name or label. M&S is a famous
and well-known brand name in all over the world, because of quality in their products or services
(Barreda, and et.al., 2016). Company has larger customer base that is important for them in
increment of their sales and profitability within less period of time. Company wants to increase
customer attraction towards their brand, with purpose of accomplishing competitive advantages
in successful manner (Lv, Jin and Huang, 2018). Along with this, customer have idea about the
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M&S brand and they are loyal towards their products and services. As it helps company in
changing of customers buying behaviour towards their product, services or brand.
Problem statement
Covid 19 is a biggest issue for each and every organisation. One of the main problem is
changing the customers buying behaviour towards the particular brand. In Covid 19 situation, no
one is able to go outside and purchase products. In this branding is important for changing
customer’s buying behaviour (Cascio, and Graham, 2016). For example: strong brand name of
company in marketplace automatically increase customer attention towards the product or
service. Thus, this is easy for company to change buying behaviour of their customers and
increase their sales. Therefore, Covid 19 is a major issue for all retailer i.e. Marks & Spencer.
This situation has negative impact on their sales as well as brand image. For overcoming this
issue, current dissertation will be conducted in systematic and successful manner (POTURAK
and SOFTIC, 2019).
Research questions
 Explanation about the branding and consumer purchase decision?
 What are the effective and useful ways for changing of consumers’ decision about the
brand?
 What are the relationship between branding and consumer decision making?
Research aim and objectives
Research aim:
“To identify the effects of branding in changing purchase decision of consumers towards
the brand”. A study on Marks & Spencer.
Research Objectives
 “To develop basis knowledge about the branding and consumer purchase decision”.
 “To explore ways for changing of consumers’ decision about the brand”.
 “To determine the relationship between branding and consumer decision making”.
Rationale of the research
Main rationale behind selection of current topic or research is to determining the issues
faced by company during Covid 19 situation (Chakravarty, 2017). This issues are related with
the customer’s buying behaviour, sales and profitability (Prasad, Garg and Prasad, 2019).
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Therefore, this is a main purpose of conducting this dissertation. Along with this, current
investigation or topic is important for different stakeholders i.e. organisation, industry, an
individual etc. This dissertation helps an individual in improve their different types of skills that
includes presentation, data collection, data analysis, time management and many more. All these
skills are essential for an individual or researcher in completing of each activity of dissertation in
successful and systematic manner (Chen, Lu, and Wang, 2017). this dissertation is also
significant for organisations or industries by improving their knowledge regarding the
effectiveness of branding in changing of customer’s buying behaviour. Therefore, current topic
or dissertation is important for all stakeholders.
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Literature Review
Literature review introduces to the systematic process used for gathering data from
secondary sources which are articles, peer-reviewed articles, books and many other sources
applicable to the research title. This sources helps researcher in identifying of research gap
within current investigation (Dinnie, 2015). Inn previous investigations, there were lots of data
available regarding the importance of branding for an organisation, but there were missing data
about the effectiveness of branding in changing of customer’s buying behaviour. This is a main
gap of the current investigation and for fulfilling this, research questions will be following that
are mention as below:
Explanation about the branding and consumer purchase decision?
According to the Favier, Celhay and Pantin-Sohier (2019), Branding is the part of
marketing process in this process companies create name, symbols, designs for their product then
they are identified as the company's belonging. Branding comes in process of identification and
differentiation of products from the products of competitors in the market. It is important
because branding helps in leaving an impression on customers. Clients and customers can clearly
know what all they should expect from the company. Brand building is important because it
represents the company's products and services across the world. It is the way through which
consumers differentiate your company's product with other company's product in the market.
Many techniques are used to build the branding those are advertisement, promotional techniques,
customer service etc., these all together work to build a strong brand different from the other
brands in the market. It is the critical process because it increases the sale of the company and
increases the branding awareness (Hamilton, and et. al., 2019). It creates the new business for the
company. It helps in shaping the brand with the branding, it is done to attract customer’s
attention. It can leave such type of attention that can convert the first time buyer into forever
customer for the brand. Now branding is much more than just a logo and a look. Brand gives the
set of thoughts which customers have about the company. The set of actions taken to shaper the
company's brand is definitely a branding. Branding is important for a company in following
ways:
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1. Competitive advantage- Branding helps in establishing the products in different ways
through which customer can differentiate the product from the competitors. Branding
makes the product different and unique.
2. Building brand recognition- For becoming successful brand, the brand should be
recognized by the mass people. With the help of impactful logo, attractive designs of
website the brand is recognized in the mind of customers.
3. Establishing relation- Branding helps in creating a spark between the company and the
customers (Favier, Celhay, and Pantin-Sohier, 2019). Branding creates an emotional
relation with the customer and this emotional relation converts prospect into a customer
and after that a customer into a forever customer of the company's product. Various
branding strategies are formed to establish this relationship like catching punch line or
tag line for the product. It helps in creating a deeper connection with the customers.
CONSUMER PURCHASE DECISION-
Consumer purchase decision is the process helps in identifying how consumer goes
through the journey of knowing the product to making the decision of purchase of the product. It
is necessary to have an understanding of the purchasing process of the buyer in order to do
marketing and creating sales for the company (Karavatzis, Giovanardi, and Lichrou, eds.,
2017). The consumer purchase decision enables the company to set marketing plan which
convince the purchaser to buy the company's product and services. Before purchasing of the
product or uses of services the consumer makes some decisions, it involves:
 The first stages are need recognition or problem recognition, where customer recognizes
the need of the particular product and they try to satisfy the need of that particular
product from the available products or brands in the market.
 In the second stage the customer searches the information for the product. They search all
the possible alternatives of the brands available in the market.
 In the third stage the consumer uses all the gathered information for the evaluation of
alternative brands (Kumar, and et.al, 2019).
 In the fourth stage the customer makes its final decision for the product which is most
suitable for him or her.
Importance of consumer purchase decision-
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1.Consumer purchase decision is important because it helps to choose the best alternative from
the different alternatives in the market.
2. It clearly mentions the needs of the customers and can provide goods and services according
to the customer's requirement (Liow, and Chai, 2015).
3.It helps in building emotional attachment between the customers and brand, which means the
brand fulfils the need of the customers and in return customers recommend the brand to their
friends and relatives.
Branding in today's scenario has become a status symbol. There are different customers across
the world and there is more preference for branded products. Marks and Spencer is a well
reputed brand and this is increasing the attraction level of customers. There is great affect of
brand on the consumer buying behavior (Lv, Jin, and Huang, 2018). It is seen that within the
fashion industry, there are lot of firms which are working for increasing the profit share and
maximizing the company benefits. There are different marketers who develop competitive
advantage within market. This helps in managing the brand and working for interest of
customers. There is need to understand the requirement of branding clothes and increasing the
importance of direct relationship with customers. Few marketers are there who are getting
competitive advantage and plays an imperative role within success of companies. Products are
defined as the things which are made by companies (Mathew, and Thomas, 2018). There are
several marketers who are choosing branding for distinguishing the offerings of similar products
and services which are provided by competitors. The concept of branding is defined as a tool or
strategy which are build for maintaining long term relationship with the customers. There are
different scenarios where differentiation strategy is used for selling products which are not easily
distinguished in context of tangible characteristics. Consumer attitude has become an essential
part of the market research and it is used for developing positive attitude and leading the
sustenance of competitive advantage within market (Mishra, Singh, and Koles, 2020). There is
need to develop new strategies and techniques to increase market share. For the betterment of
financial aspect of company, it is seen that branding is done for formation of effective
communication.
What are the effective and useful ways for changing of consumers’ decision about the brand?
By making changes in social conversations- Social media conversations is the method
used by the companies to connect with the customers in the surroundings. It is the easiest media
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to connect with the more people in the less time. But the users of the social media use it to
connect with their relatives and friends. But social media does not influence the purchasing of
the customer, last to last they will check the reviews of the different products. So it is advisable
that the company should focus on existing customers and these existing customers should convey
the brand to their known people it may be their family, relatives or friends (POTURAK, and
SOFTIC, 2019).
24/7 available- The brand should focus on becoming available to the customers 24/7, if a
customer raises a query then he needs solution within 60 minutes it is proven in a survey done by
the America. So, it can make the brand to keep in touch with the customers all the time.
Engagement through different modes – The brand should give equal importance to the
offline engagement as well as online engagement. Because there are people who are not active
on online media platforms whereas there are people who are more active social media platforms.
Concentration on future now- Identification of the aims and goals of the future and the skills
required to achieve these aims and goals successfully. To take steps to promote interaction with
the prospects, to not only keep in touch but also to anticipate changes in future.
Evaluation of the processes- It is important to identify changes in processes for the effective
monitoring and responding to changes in the behavior of the buyer (Prasad, Garg, and Prasad,
2019). If some processes that the company is following from many years then they should
evaluate whether the company is getting the customer engagement from that particular process or
not.
The consumer purchasing behavior is one of the greatest challenge that is managed by
companies. The relation between customer and brand is very important as it helps to manage the
working abilities of companies in developing effective operations. For assessing customer
loyalty, there is need for companies to manage the relation of purchase patterns. The customer
behavior is defined as continuous management of companies. There is need to manage the
loyalty as well as trust among customers as it will help in managing effectiveness of brands. In
context of Marks and Spencer, it is analyzed that there is need of enhancing customer trust and
loyalty (Siali, and et. al., 2019). All the products of M&S are developed after the research which
shows the result of managing beliefs of customers.
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What are the relationship between branding and consumer decision making?
Nowadays branding is not only limited to the representation of the products or services of the
company but it has the very strong association with the quality, lifestyle of the customers, tastes,
preferences etc. Branding influences the consumer decision making through different ways some
of them are:
1. Loyalty of the brand- If the brands are loyal towards its customers then the customers
automatically attracts towards the brand's product. Brands prove their loyalty by
providing the goods and services according to the need and preferences of the customers
(Xiao, Guo, Yu, and Liu, 2019). When customer buys the product for trial the brand
should focus on fulfilling the customer's needs and wants and when the customer gets
satisfied with the brand then they will keep on coming back to the brand.
2. Quality- The most important character for any brand is quality of the product. Quality is
the fundamental requirement from the brand's product. When quality of the product is
according to the expectation of the consumers, they will come back to the brand for the
fulfillment of their needs and wants from the product. When quality of the product is
good then the company also charge premium prices which will increase the profits of the
company.
3. Reducing prices- Brands can influence consumer decision making by reducing the prices
of the product. The customers get attracted towards those brands which give high quality
products with the low prices. Customers are willing to pay to those brands which give
low priced products.
4. Advertisement- Brands should focus on the advertisement of the products and services of
the company because advertisement gives the knowledge of the product or services to the
customers. The basic idea of the product can be received through the advertisement to the
customers.
On the other hand there are negative impact of poor branding in customer purchasing
decision, these are lack of customer base, reduces productivity and performance, decreases sales,
reduces market image or goodwill etc. All of these defined as below:
1. Lack of customer base- When brands are not that popular among the people in the
market then that particular brand has to suffer the disadvantage of lack of customer’s
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base. And sometimes brand is not capable enough to do successful branding which
creates the disadvantage of lack of customer base.
2. Decrease sale- When brands have low customer base it ultimately decreases the sales of
the company. This is the basic rule when the brand has large customer base it increases
the sales of the company whereas the brands which have low customer base has to suffer
the disadvantage of low sales.
3. Reduces market image or goodwill- Brands that do not have strong customer base and
low sales reduce the image or goodwill in the market. The customers only get attracted to
those brands which have great market image or goodwill in the market.
4. Reduces productivity and performance- When brands have low customer base, low sales
and not so great goodwill in the market then the productivity and performance of the
employees reduce. They do not get the motivation to work with the full potential and
which ultimately reduces the productivity of the brand.
In the present time brand is not only represent good and service or organisation but also
have strong and effective association with quality and represent customer lifestyle, social class,
living of standard and many more. When people go for purchasing they usually choose brands
product because of their name and their quality. In which brand image play a vital role in
customer purchasing decision. Brand image usually drive a perception on customer mind like
brands product are long life due to their quality and product sustainability. In present time brand
name is the tool which change people's buying decision. Brand image create positive relationship
with product and influence buyer's. As per context with Marks and Spencer, organisation
established their brand image in market. Their product and service have quality and effective
price which attract number of customer to buy their product. Marks and Spencer have effective
pricing decision that enable customer to visit again and again. This factor enhance lifestyle of
people by attracting them towards the brand. It helps in saving up of time of customers for
choosing various product range available in the market, it gives clear knowledge to the
customers what to purchase. Marks and Spencer use this tactic to promote their product and
change the buying decision of customer.
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Methodology
Methodology introduces to the process of gathering and evaluating information about the
specific subject or field of study. Main purpose of methodology is to help investigator in
collecting of information about the topic and also achievement of all objectives successfully.
There are numerous types of research methodologies that are useful within an investigation for
accomplishing of each objective of the dissertation successfully. Some methodologies will be
explained as below:
Research Philosophy: It is the process following by researcher for gathering, evaluating
and using data regarding the topic. This process basically divided into two types i.e.
interpretivisim and positivism. In this, interpretivisim philosophy is useful for gathering,
evaluating and using of qualitative information (Zhang, and et.a., 2018). Positivism type of
research philosophy is essential in collecting, analyzing and using of quantitative information.
Therefore, both types of research philosophies are useful but in accordance to the effectiveness
of branding in changing of customer’s buying behavior, positivism philosophy is beneficial for
researcher. Main reason regarding selection of positivism philosophy is it facilitate in collecting
as well as analyzing of numerical information within minimum period of time (Aggarwal and
Rahul, 2018). On the other hand, interpretivisim is another main type of philosophy that is not
valuable in current study because it only helps in gathering and analyzing of qualitative data that
takes more time, resources and cost also. Thus, in this dissertation, positivism philosophy is
useful.
Research approach: This is a process of evaluating qualitative and quantitative
information through two approach i.e. inductive and deductive. These are two approaches of data
analysis. In this, inductive approach is essential in evaluating of qualitative type of information,
while deductive approach is effective in evaluating of quantitative information. Therefore, both
approaches are essential in its own place, but for evaluating the quantitative information
regarding relationship between branding and changing in customer’s buying behavior, deductive
approach will be used (Xiao and et. al., 2019). Main reason behind selection of deductive
approach is it helps in consulting of valid outcomes and less time period. In contrast, inductive is
an another approach that is not valuable within current investigation because it not evaluates the
quantitative information and also require maximum resources. Thus, deductive approach is
suitable approach in current dissertation.
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Research Strategy: This is the tool of collecting data from suitable research strategy.
There are various number of research strategies i.e. case study, experimental, action research,
survey and so on. These are main strategies of the research but for collecting information about
the ways of changing customer’s buying behavior towards the brand, survey strategy will be
applied by investigator. Main reason regarding the selection of survey as it help in gathering of
data from larger population in single time and within minimum time. Therefore, survey is a
chosen research strategy for current project.
Research Choice: This is the approach or process of gathering information about the
topic. There are two essential choices of the research, which are qualitative and quantitative. In
this, qualitative research choice help investigator in gathering of in-depth information, whereas,
quantitative research choice assist in collecting of numerical data. Therefore, both choices of the
research are essential in own way or place. According to the current investigation, quantitative
choice of the research is more valuable and essential because it not require more time and also
facilitate in getting of valid and reliable outcomes (Hamilton and et. al., 2019). On the other side,
qualitative research choice is not suitable for conducting present investigation as it necessitates
maximum resources, time and cost as well as not help in collecting of numerical data.
Research design: This introduces to the process of identifying research problem through
three types of research design i.e. exploratory, experimental and descriptive. These are main
types of research design but in accordance to the existing topic, descriptive research design is
more valuable. Main reason regrading selection of descriptive research design is it helps in
identifying the research problem of quantitative investigation. As compare to exploratory and
experimental research design, descriptive design helps in collecting, evaluating or using of
quantitative information in minimum period of time.
Time Horizon: Time is important for investigator in completing of full dissertation in
allotted time period. There are two main approaches of time horizon such as cross-section and
longitudinal. In this, cross-sectional approach of time horizon is based on actual situation and
helps investigator in completing full project within allotted time period. In longitudinal approach,
this require maximum time in completion of full dissertation (Mathew and Thomas, 2018).
Along with this, both approaches of time horizon are essential but for carrying out present
dissertation, cross-sectional approach is more suitable and valuable. Main reason behind
selection of cross-sectional approach is it not takes maximum time and helps in completing of
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full dissertation in quantitative manner. On the other side, longitudinal approach is not essential
in current investigation because it takes maximum time.
Data collection: This is the process of collecting primary and secondary information about
the topic. For gathering primary information about the branding, questionnaire will be used by
researcher. Main reason behind selection of questionnaire as it facilitates investigator in
gathering of reliable and quantitative information without taking maximum time. Along with
this, for collecting secondary information, there are numerous sources which are articles, books,
magazines etc. All these are main sources of collecting secondary data that will be used for
literature review. Therefore, within a dissertation, both primary as well as secondary sources of
data collection are useful in achieving of all objectives successfully.
Sampling: This is the main methodology and process of selecting appropriate number of
sample via probability and non-probability sampling. These are considering two main techniques
of sampling but for selecting sample according to the current topic or study, probability sampling
will be applied. This sampling helps investigator in selecting of larger sample base within
minimum period of time. On the other side, non-probability is another technique of sampling that
is not valuable for carrying out current investigation in systematic and within less period of time.
By using probability sampling, 30 customers of M&S will be selected on random basis.
Therefore, one of the main reason behind selection of probability technique as it not takes
maximum time of researcher in selecting of larger sample base.
Research instruments: This is important for researcher to use an effective research
instrument for collecting accurate data about the existing topic. There are different types of
research instruments i.e. modeling, interview, questionnaire, observation and focus group. All
these are main instrument of the data collection but for gathering information about the
relationship between branding and consumers buying behavior, questionnaire is an effective and
useful instrument. One of main reason behind selection of questionnaire as a research instrument
as it will assist researcher in gathering of reliable and quantitative information by saving cost,
resources and time. Thus, questionnaire will be used for collecting primary and quantitative data
regarding the branding and customer buying behavior.
Questionnaire
Q1) Do you have knowledge about the branding of M&S?
a) Yes
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b) No
Q2) What is the main type of product offered by M&S for fulfilling their needs and wants?
a) Clothing products
b) Food products
c) Home products
Q3) Is clothing products fulfilled your needs and help them in changing their purchase decision?
a) Yes
b) No
Q4) Why you preferred to purchase products from M&S?
a) Quality products or services
b) Well-known and famous brand
c) Products also available on online
Q5) According to you, what is the relationship between branding and consumer’s purchase
decision?
a) Positive relationship
b) Negative Relationship
c) Neutral
Q6) According to you, what are the major ways that helps you in changing their purchasing
behavior towards the M&S?
a) Fast delivery
b) Best pricing strategy
c) Effective promotional strategy
Q7) Are you satisfied with the brand of M&S?
a) Strongly satisfied
b) Satisfied
c) Dissatisfied
d) Strongly Dissatisfied
Q8) Do you want any changes from the brand of M&S?
a) Provide accurate information about the brand on social media
b) Set price according to the customer’s want
c) Increase brand awareness
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Q9) According to you, what are the benefits will be attained by M&S by attracting larger
customer base?
a) Improved brand image
b) Increased sales and profitability
c) Increased customer satisfaction
Q10) What are the challenges you faced while purchasing products or service from M&S?
a) Higher price
b) Lack of advertisement
c) Lack of feedback collection
Data analysis: This introduces to the process of evaluating or analyzing the information
regarding specific topic. According to the current investigation, frequency distribution analysis
will be followed for evaluating the quantitative information that will be gathered from
questionnaire. Main aim behind selection of frequency distribution analysis is it help investigator
in evaluating of quantitative information in minimum period of time.
Ethical consideration: Ethics are useful and important for investigator in completing of
full dissertation ethically as well as systematically. There are various principles of research ethics
that will be essential for investigator in completion of each activity of the dissertation in ethical
manner. There are some principles of research ethics i.e. protection of confidentiality and
autonomy of research participants, obtain informed consent from potential participants of the
research, reduce the risk of harm to participants, avoid using deceptive practices, provides rights
to withdraw to the research participants etc. These are main principles that are following by
researcher for getting valid outcomes and completing full project successfully and ethically.
Research limitations: There are various limitations of the research that have negative
effect over the performance of researcher while completion of full dissertation in systematic
manner. These limitations are lack of resources, insufficient time, selection of best methodology
etc. These are major limitations that would impact on researcher while carrying out current
dissertation in systematic and in successful manner.
Therefore, above mentioned, all these are main methodologies that will be used by
researcher, with aim of achieving each objective in successful and in accurate manner. Thus, use
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of methodologies within a dissertation is important in accomplishment of aim and objectives
successfully.
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Findings and analysis
This is an essential activity of completing full dissertation in systematic manner.in order to
find out and analysis quantitative information gathered from questionnaire, frequency
distribution analysis will be used by researcher. This is an analytical technique that will facilitate
investigator in analyzing of quantitative information within minimum time of period. In this
technique, frequency distribution table will be made along with the numbers of respondents. This
turn to impact researcher in achieving of all objectives systematically and successfully. Along
with this, frequency distribution table of current dissertation will be shown as below:
Q1) Do you have knowledge about the branding of M&S? Frequency
a) Yes 25
b) No 5
Q2) What is the main type of product offered by M&S for fulfilling their needs
and wants?
Frequency
a) Clothing products 20
b) Food products 5
c) Home products 5
Q3) Is clothing products fulfilled your needs and help them in changing their
purchase decision?
Frequency
a) Yes 26
b) No 4
Q4) Why you preferred to purchase products from M&S? Frequency
a) Quality products or services 10
b) Well-known and famous brand 10
c) Products also available on online 10
Q5) According to you, what is the relationship between branding and consumer’s
purchase decision?
Frequency
a) Positive relationship 25
b) Negative Relationship 2
c) Neutral 3
Q6) According to you, what are the major ways that helps you in changing their Frequency
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purchasing behavior towards the M&S?
a) Fast delivery 7
b) Best pricing strategy 13
c) Effective promotional strategy 10
Q7) Are you satisfied with the brand of M&S? Frequency
a) Strongly satisfied 10
b) Satisfied 15
c) Dissatisfied 3
d) Strongly Dissatisfied 2
Q8) Do you want any changes from the brand of M&S? Frequency
a) Provide accurate information about the brand on social media 13
b) Set price according to the customer’s want 10
c) Increase brand awareness 7
Q9) According to you, what are the benefits will be attained by M&S by
attracting larger customer base?
Frequency
a) Improved brand image 10
b) Increased sales and profitability 10
c) Increased customer satisfaction 10
Q10) What are the challenges you faced while purchasing products or service
from M&S?
Frequency
a) Higher price 12
b) Lack of advertisement 8
c) Lack of feedback collection 10
Question 1: Knowledge about the branding of M&S
Q1) Do you have knowledge about the branding of M&S? Frequency
a) Yes 25
b) No 5
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Interpretation: From the above mentioned table, it has been interpreted that most of the
population had idea regarding the branding of Marks &Spencer. For this, 25 out of 30
respondents said yes because that are aware about the products and services offered by M&S.
And the rest 5 dint know about the M&S because they not had accurate understanding about the
same.
Question 2: Main type of product offered by M&S for fulfilling their needs and wants
Q2) What is the main type of product offered by M&S for fulfilling their needs
and wants?
Frequency
a) Clothing products 20
b) Food products 5
c) Home products 5
Interpretation: From the above mentioned table, it can be interpreted that most of the
population believe that M&S fulfill their needs and wants by providing different products. For
this, 20 out of 30 believe that M&S fulfill their need by providing good quality clothing products
whereas remaining 10 out of which 5 believe their needs are fulfilled by the food products which
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are fresh and real and the remaining 5 believe they provide good quality and variety of home
products.
Question 4: Reasons for purchasing products from M&S
Q4) Why you preferred to purchase products from M&S? Frequency
a) Quality products or services 10
b) Well-known and famous brand 10
c) Products also available on online 10
Interpretation: From the above mentioned table it can be interpreted that the people
have many reasons to purchase products from the M&S. For this 10 out of 30 purchase the
products from M&S because of the high quality products and services provided by the company ,
the remaining 20 from which 10 believe that they buy because the brand is very famous and well
known in the market as compared to other brands. And the remaining 10 purchase because the
products are easily available online.
Question 5: Relationship between branding and consumer’s purchase decision
Q5) According to you, what is the relationship between branding and consumer’s
purchase decision?
Frequency
a) Positive relationship 25
b) Negative Relationship 2
c) Neutral 3
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Interpretation: From the table it is interpreted that the population believe that there is
relationship between branding and consumer purchase decision, 25 out of 30 believe that
branding and consumer purchase decision has positive relationship because branding influences
customer to buy more products whereas remaining 2 out of 5 believe there is negative
relationship because they feel branding gives the negative impact to consumer's purchase
decision. And the remaining 3 believe that there is neutral relationship that people don not give
that much attention to branding.
Question 6: Major ways that helps you in changing their purchasing behavior towards the
M&S
Q6) According to you, what are the major ways that helps you in changing their
purchasing behavior towards the M&S?
Frequency
a) Fast delivery 7
b) Best pricing strategy 13
c) Effective promotional strategy 10
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Interpretation: From the above mentioned table it had been interpreted that out of 30, 13
people believe that their purchasing behavior changed with the M&S best pricing strategy. And
10 people changed their purchasing behavior because of the effective promotional strategy used
by the M&S and the left 7 people believe they changed their purchasing behavior because of the
fast delivery techniques provided by the M&S.
Question 7: Satisfaction of customers from M&S
Q7) Are you satisfied with the brand of M&S? Frequency
a) Strongly satisfied 10
b) Satisfied 15
c) Dissatisfied 3
d) Strongly Dissatisfied 2
Interpretation: The above mentioned table interprets that most of the population are satisfied
with the brand of M&S. Out of 30, 10 people are strongly satisfied with the brand M&S because
of the quality products and services. 15 people are satisfied with the brand because of the quality
provided by the M&S and the remaining 5 out of which 2 are strongly dissatisfied because of
brand's inability to satisfy the needs of the customers and 3 are dissatisfied because of the prices
of the products.
Question 8: Any changes from the brand of M&S
Q8) Do you want any changes from the brand of M&S? Frequency
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a) Provide accurate information about the brand on social media 13
b) Set price according to the customer’s want 10
c) Increase brand awareness 7
Interpretation: The above mentioned table explains that out of 30, 13 people wanted more
accurate information about the brand on social media from M&S because they feel they are not
getting proper information on social media. 10 people believe that brand should make changes in
prices according to the customer's want because customer's find the prices are high of M&S. And
the remaining 7 people wanted changes so that brand awareness can be increased by the M&S as
they feel M&S is doing less brand awareness.
Question 9: Benefits will be attained by M&S by attracting larger customer base
Q9) According to you, what are the benefits will be attained by M&S by
attracting larger customer base?
Frequency
a) Improved brand image 10
b) Increased sales and profitability 10
c) Increased customer satisfaction 10
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Interpretation: From the above mentioned table it can be interpreted that out of the total
population of 30, 10 people believe M&S attracted larger customer base by improving brand
image in the market, 10 people believe that M&S can attain large customer by increasing their
and when sales will increase company will earn high profits and the remaining 10 believe M&S
attracts large customer by satisfying the customer through their products.
Question 10: Challenges you faced while purchasing products or service from M&S
Q10) What are the challenges you faced while purchasing products or service
from M&S?
Frequency
a) Higher price 12
b) Lack of advertisement 8
c) Lack of feedback collection 10
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Interpretation: The mentioned table interprets that out of 30 people, 12 faced the challenges
while purchasing the products because of the higher prices the company charging for the
products, 10 people believe that they faced challenges because of the lack of feedback collection
from the other customers of the M&S whereas remaining 8 people faced challenges in
purchasing due to lack of advertisement by the M&S.
Discussion
It is the main important part of the dissertation because it helps investigator in archiving
of each objective of the research in successful manner. Along with this, discussion on the basis
of primary and secondary research will be explained as below:
“To develop basis knowledge about the branding and consumer purchase decision”.
From the above mentioned secondary data collected for literature review, it has been
discussed that, branding is an important part of business success and growth. Consumer purchase
decision is an essential aspect of the company growth globally. Both are the significant part for
company in attainment of competitive advantages. This information is also collected from
questionnaire that is related with the secondary information. It means both information is
correlated and helps investigator in attainment of this objective in successful and effective
manner.
“To explore ways for changing of consumers’ decision about the brand”.
From the above collected primary data, it has been discussed that there are different ways
helped company in changing of customer’s buying behavior towards the brand. These ways are,
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Fast delivery, best pricing strategy and eeffective promotional strategy. This information is
related with the secondary information that means this objective of the dissertation was achieved
in successful manner.
“To determine the relationship between branding and consumer decision making”.
It has been discussed from the above mentioned primary information that branding has
positive relationship with consumer decision making. As strong brand name of company in
marketplace will be essential for them to increase their interest towards the brand. This turn to
impact in changing of customer buying behavior. Apart from this, information gathered from
secondary sources such as articles, books etc. This sources also provided same information that
proofed that branding helps an organisation in changing of customer’s buying behavior towards
the brand.
Therefore, above mentioned all this information are interrelated with each other that result in
accomplishment of each and every objective of the dissertation in successful as well as in
systematic manner.
Conclusion and recommendations
From the above defined information and content it has been concluded that branding is
immensely essentials for any business as it play and effective and crucial role in the success and
development of the company. Brand is a guarantee; an assurance for an explained standard of
quality for the first time and for every time, Brand is name or logo that plays the role in the mind
of the target audiences. A brand once set up in the mind of the consumer becomes indelible when
target people find out themselves with that specific brand. Branding can be an efficient and
powerful technique for all sorts of business ventures. If brand owners utilise their commodity
effectively, the payoffs can be substantial. However, if brands are mismanaged the outcomes can
damage. From the all over research, it can be concluded that branding have an impact on the
customer mind in several and diverse manners such as quality rates, income, age groups and
many more. M&S also operate in fashion sector by offering range of clothing products so the
brand have a crucial influence in customer behaviour and purchasing decision. Also, the purpose
of the research assessment is to analyse the effect which a brand as on the purchasing decision
making activity of consumers as well as throwing some light on the conception regarding a
branding and consumer purchasing decision. In conclusion, it has been identify that there is some
correlation among a brand and the behaviour exhibited through target audiences with towards to
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their buying behaviour. Customers are very much informed about several brands on the
marketplace and as such their image is most important when it comes to making a purchase
decision especially at first time. Also family, friends and reference teams play an important and
key role in effecting the buying decision of target audiences.
Through the literature reviewed the importance and significance of branding as a marketing
tool and the ways which influence the buying behaviour of consumers has been underlined, when
offering sufficient and effective information. Product differentiation has been made complex
cause of immense rivalry and developments in technology, permitting goods to be rapidly
emulated. In this manner, companies have placed a heavy emphasis on adding representative
worth as the basis for product differentiation. Thus, when assessing commodities the customer
will tend to include the image aspect of the good of simplify the assessment of several options.
Along with thus, the review suggested that customer have a self conception that have an
important influence on their buying determinations. This states that customer might measure
brands on the basis of the congruence among the brands image and their own-self image.
Furthermore, while the customer has little or no experience with the commodity or has a lack of
knowledge about the product, customers will utilise brand names to assess goods, some target
people even when offered with information will evade spending time to the commodities intrin.
From the above mentioned information, it can be suggested to the management of the M&S
in term of getting over from the different issues of COVID19 that the venture can considered
effective strategies and techniques in more appropriate manner. In term of maximising the sales
of the company the company used effective promotional tools and channels as well as using
discount and cash back strategies. It will assist in improving the sales of the company which
assist in dealing with the unfavourable impact of corona virus crisis. Now these days, there is
several kind of change occurred in consumer decision and buying behaviour due to corona virus
crisis. They are highly focused on the online shopping and purchasing needed commodities
through company website and mobile application due to COVID19 pandemic. So, the
management of M&S can use and offer online services in term of purchasing and shopping
through company website, mobile application and can take support or help from e-commerce site
regarding offer its commodities and services as per consumers buying decision. This will assist
in improving the purchasing power of consumers, sales of company as well as number of target
audiences. Along with this, improving the profitability of the company, the firm can also provide
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virtual shopping options to its target consumers which will assist in overcoming the current
pandemic effect and make the shopping easy for people. Additionally, the establishment must
continually review their packaging in the face of changing consumer executions and
technological advancements and they must be prepared to do that which will assure customer
safety. The organisation should develop upon its wide area coverage in forms excellent cal
quality and contact to mobile internet in the remote sections of the nation as it occurs to be one
of their main capabilities in the marketplace.
Moreover, it can be also suggested to the respective firm that the management can
consider different ways and techniques of analysing the needs and demands of consumers which
will assist in making development in commodities as well as manufacturing new products
according to them so that needs and demands of consumers will meet as well as the issues of
present pandemic situation can be overcome efficiently. Additionally, the administration of
company should use effective social media tools in term of promotion which assist in developing
its branding. In the development and success of a business establishment, branding play an
effective role so make improvement in the branding of the company, the management must do
research regarding its consumer and competitors, so that it can be analyse what kind of change
they are made in their needs and business respectively. By using content market strategy, the
administration of firm can make create awareness about its new products and services which is
developed and provided according to its target people to meet their desires. When the company
have effective branding then the consumer decision making can be developed as both have an
effective relation.
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