Dissertation on Christian Dior

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DISSERTATION
Executive SummaryBrand awareness introduces as a key element of marketing efforts which will help anorganisation to attract more customers easily. Main purpose of this report is to identifying impactof brand awareness on female consumer buying behaviour within an organisation. Christian Dioris a French luxury good organisation controlled and chaired by French businessman which nameis Bernard Arnault. There are different activities which have been used by researcher forcompleting dissertation in systematic manner. Literature review have been completed foranalysing point if view of different authors about the topic of “Brand awareness on consumerbuying behaviour”. Along with this, methodology chapter also completed with the use ofdifferent methods and approaches such as research philosophy, research approach, questionnaire,qualitative and quantitative research etc. All these are essential methods of research and helpsresearcher by providing valid and reliable information regarding the study. Data collection havebeen done with the use of questionnaire. It is a part of primary research which helps aninvestigator by giving reliable data about the study. Data analysis have been completed with theuse of thematic analysis. It is a most essential technique which will assist a researcher incompletion of investigation in minimum time period. At last in conclusion and recommendationschapter, each aim and objectives of research have been addressed in effective manner.
Table of ContentsExecutive Summary........................................................................................................................2INTRODUCTION...........................................................................................................................1Overview of Research.................................................................................................................1Background of Research.............................................................................................................1Rationale of Research.................................................................................................................2Research Aim..............................................................................................................................2Research Objectives....................................................................................................................2Research Questions.....................................................................................................................2Timescale....................................................................................................................................3Overview of the chapter.............................................................................................................4LITERATURE REVIEW...............................................................................................................5Concept of Brand Awareness......................................................................................................5Factors that affect brand awareness............................................................................................6Impact of Brand Awareness on female consumers purchase behaviour.....................................7Impact of the premium pricing of branded clothes on female customers...................................9RESEARCH METHODOLOGY...................................................................................................11Type of Investigation................................................................................................................11Research Philosophy.................................................................................................................11Research Approach...................................................................................................................12Research Design........................................................................................................................12Data collection..........................................................................................................................13Data Analysis............................................................................................................................13Sampling...................................................................................................................................13Ethical consideration.................................................................................................................14DATA ANALYSIS.......................................................................................................................15DISCUSSION................................................................................................................................28CONCLUSION AND RECOMMENDATIONS..........................................................................29Conclusion.................................................................................................................................29Recommendations.....................................................................................................................29
Limitations................................................................................................................................29Reflection..................................................................................................................................30Alternative Research Methodology...........................................................................................30CONCLUSION..............................................................................................................................31REFERENCES..............................................................................................................................32
TITLE:Brand awareness on consumer buying behaviour.INTRODUCTIONOverview of ResearchBrand refers to type of product that produced through specific firm under particularname. Brand is name, symbol, tern and other feature that determined seller of one product fromother. Brand awareness is an extent to which the customers are familiar with image or quality ofspecific brand of services and products. It is key consideration in advertising management,strategy development, consumer behaviour and brand management (Batt and Liu, 2012).Products and the services which maintain high brand awarenesses level are mainly generate moresales. Products and the services which maintain high brand awarenesses level are mainlygenerate more sales. With wider amount of goods options, having differentiated audience andmessage that can different brand of firm than its rivals is necessary. On the other hand, main goalof the advertising is brand awareness in introducing the product in significant manner. On theother hand, advertisement plays a necessary role in enhancing the brand awareness to introducethe products to consumers in significant manner. Company develop the attractive advertisementto aware people about the services and products which newly introduced at the market place.Under this, the consumer market for the fashion apparel has become varied through in surge ofthe store brands, customs, designer brands and the advertisement at global market.Understanding the consumers preferences in better manner will aids marketer to attract as well asmaintain target consumer group. The brand awareness is considered to prerequisite that stimulatepurchasing decision of consumers as it represent major factor for the purpose of keeping brand inconsideration pool. It leads to assessment of customers of perceived risk and determination tomake effective buying decision.Background of ResearchBrand awareness is marketing concept that explains degree of consumer recognition ofgoods through its name. Developing the brand awareness is main step in promoting of new goodsor make changes in existing. Christian Dior is French luxury product organisation that chairedand controlled through Bernard Arnault. (Bruwer and Buller, 2012). This company wasestablished in year 1946 and it designs as well as produces most couture, menswear, finejewellery, ready-to- wear and accessories. It operates 492 boutiques worldwide. The brand1
awareness of this company is low due to less advertisement. There is a need to Dior to enhancewith people and develop high end relationship by conducting better marketing program. There isa proper awarenesses of branded apparels between females and also their purchasing behaviourreflects that they buy the products occasionally. The female consumers have specific motives andperspective behind their purchase. On the other hand, culture is shifting towards purchasing fromall only because of the shopping experience that customers get.Rationale of ResearchThe main reason behind conducting this investigation is to gain the proper understandingabout female purchasing behaviour. It helps in proper understanding about the impact of brandawareness on female consumer purchasing behaviour. This research will also helps learner byincreasing its different types of skills such as management and communication. With the help ofthis skills they can easily learn and improve their knowledge. Apart from this, this investigationalso assist an investigator by improving its literature review, data analyses and data interpretationskills. The learner conduct an investigation for self interest. On the other hand, throughconducting an investigation, skills, knowledge and core competencies of a learner will beenhanced in a proper and effective manner. It will help in future for conduct any research insystematic manner (Davies, Lee and Ahonkhai, 2012).Research AimThe aim of this investigation is “To analyse the impact of brand awareness on femaleconsumer buying behaviour. A case study on Christian Dior in London”.Research ObjectivesTo analyse concept of Brand Awareness.To analyse the factors that affect brand awareness.To determine impact of Brand Awareness on female consumers purchase behaviour.To measure impact of the premium pricing of branded clothes on female customers.Research QuestionsWhat is Brand Awareness?What are the different factors which affect brand awareness?What is impact of Brand Awareness on female consumers purchase behaviour?What are impact of the premium pricing of branded clothes on female customers?2
HypothesisNull hypothesis- Brand awarenesses attracts female consumers(μ= 0)Alternative hypothesis -Brand awarenesses does not attracts female consumers (μ ≠ 0)TimescaleGantt chart are project planning tool that mainly used to represent timing of the activitieswhich needs to finish project. It is helpful in managing the complex projects in an easy manner.It shows dependency relationship among activities as well as current schedule status. It is one ofthe useful tool in planning and scheduling projects, it keep management of company up- to- datewhen project will be finished. With the help of developing Gantt chart, researcher can easilyperform research and can get positive outcomes in better manner (Dhurup, Mafini and Dumasi,2014).3
Overview of the chapterThere are different chapters or activities which will be require by researcher forcompleting dissertation in systematic and effective manner. All chapters are determined as underin detail manner:Chapter 1: Introduction:It is most important chapter of dissertation which coverresearch aim, research objectives, overview of the research, background of the company etc. Allthese are effective aspects in introduction chapter and helps an investigator to carrying outinvestigation in systematic manner. Along with this, this chapter will also aid an investigator toachieve long term goals and objectives within given time duration. This part of research willalso assist in development of proper aim and objectives of research.Chapter 2: Literature review:It is another chapter which is mainly based on opinion ofauthors about the topic. This section will helps investigator to analysis gaps in previous study. Asit will further support a researcher to complete research in effective and systematic manner. Inthis chapter, different number of authors have to provide their opinion and point of viewregarding the current topic. Under this section, each objectives of investigation will be address insystematic as well as efficient manner.Chapter 3: Research methodology:This chapter is based on different methods whichwill be applied by researcher in collection of appropriate information regarding the topic. In thissection, research philosophy, research approach, qualitative and quantitative research, primaryand secondary method of data collection etc. methods will be applied. This section will helps inaccumulation of accurate and reliable information about the current study. Along with this foraccumulating reliable as well as valid data, questionnaire will be applied. As it is a most effectiveinstrument of primary research and assist a researcher to gather accurate information insystematic manner.Chapter 4: Data analysis and data interpretation:It is another important chapter whichis mainly based on thematic analysis. As in this case different patterns or themes will be created4
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