Impact of Branding on Consumer Buying Behavior (pdf)

DISSERTATION
(The impact of branding
on customers’ buying
behaviour)

DECLARATION
I hereby declare that the research work performed over the topic “The impact of branding
on customers’ buying behaviour” is a record of original work performed by me. The information
and data provided within this report is authentic which doesn't involve any kind of fake
information.

ACKNOWLEDGMENT
I want to thank to all the people who provided me guidance in performing this
investigation. I also want to thanks my colleagues and my team members for their support and
coordination with me which supported me in gathering data and its evaluation in the light of
research aim and objectives.

EXECUTIVE SUMMARY
This reports aims at the study of the impact of branding on consumers buying behaviour .
Consumers buying behaviour is refers to as the process where the decision regarding the buying
of the product is taken considering the quality, packaging, prices and its utility to the individual.
In order to understand this concept the major point which have been focused is the concept of
branding and how it affect consumers buying decision. Branding plays a vital role in influencing
customers decision to purchase and consume the product. In this report the introduction section
has been written which consists the study about the branding and its concepts along with the
aims and objectives of the research has also been mentioned. In this research the chosen
association is Giorgio Armani which is the leading brand of clothes fro both men and women.
The researcher have chosen this association for the research as this is the leading brand among
all other brands. Along with this Literature review is also documented so that the different view
point regarding the concepts of branding on consumers buying decision can be studied which
have been given by various authors. With the help of these different branding concepts the next
steps of the research methodology have also been taken into consideration. Research
methodology is the major part within this investigation as with the help of this factor only the
data regarding the branding and its impact on the consumer's buying decision have been
gathered. Research methodology is comprises of the methods through which the data have been
collected. In regard to complete this investigation the researcher have used the qualitative
method of research so that the data can be gathered in a quality. In addition to this, data analysis
has be done with the help of primary source of data collection where the questionnaire has been
used to gather the accurate data by asking number of questions to the customers preferring
Armani. Apart from this recommendation and finding have been mentioned which are related to
the questionnaire and the issues related to the investigation about the topic. The documentation
of the conclusion is done on the basis of the findings from the research so that the accurate and
relevant outcomes can be gathered.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
TOPIC:-............................................................................................................................................5
CHAPTER 1: INTRODUCTION....................................................................................................5
Overview of investigation...........................................................................................................5
Background of investigation.......................................................................................................5
Rationales....................................................................................................................................6
Research Aim..............................................................................................................................7
Research Objective:-...................................................................................................................7
Research Questions:- ..................................................................................................................7
Time scale...................................................................................................................................7
Structure of dissertation:-............................................................................................................7
CHAPTER 2: LITERARTURE REVIEW .....................................................................................9
The brand image create customer’s loyalty................................................................................9
The brand create or inspire trust in customers..........................................................................11
Branding show the social status and affect the buying behaviour of the customer..................13
Brand attract more customers than similar industry brands......................................................15
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................18
CHAPTER 4: DATA INTERPRETATION..................................................................................23
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................32
Conclusion ................................................................................................................................32
Recommendation ......................................................................................................................32
REFERENCES..............................................................................................................................34
Appendix .......................................................................................................................................37

RESEARCH TITLE:-
“The impact of branding on customers’ buying behaviour: A case study of Giorgio Armani
S.p.A.”
CHAPTER 1: INTRODUCTION
Overview of investigation
Branding is refers to as a marketing practice where a company perform several activities
in order to create a name, design or symbol that can be easily identifiable by the people as
belonging to company. An organisation performs number of activities in order to a positioning
its branding in a positive manner within marketplace (Dhurup, Mafini and Dumasi, 2014). This
is so because an effective branding is only possible by a company when it work toward regularly
interacting and maintain a relationship with customers. For this organisations mainly focuses
over offering high quality product so that the price which company is offering must create equal
value that a customer is paying for purchasing that product. That means a product must offer
such benefit and value which worth the money consumers are offering (Shahin Sharifi and
Rahim Esfidani, 2014). In addition to this several other methods like making customer aware
about availability of particular product and benefits its offers with the help of advertisement,
promotional events, providing after sales services etc. By performing such practices a brand
become able to creates a particular perception about it in the mind of customers and due to
which the customer get attracted toward a brand and line up within the store to get the latest
product of that brand (Sasmita and Mohd Suki, 2015). It is a kind of human nature as when they
found anything appealing which support them in enhancing their life and status within the
society. In order to perform investigation over “The impact of branding on customers’ buying
behaviour”, Giorgio Armani organisation has been taken into consider which is one of the well-
known brand throughout the world and deals in fashion products or services.
Background of investigation
Branding is also proves to be critical for a business growth and success as it help in
forming a perception regarding a company's product or services (Abosag and F. Farah, 2014).
There are number of benefit that an organisation get through branding such as greater recognition
within marketplace, helps in increasing the business value among several stakeholders that
further support in organisational growth. For studying effectively regarding the impact of

branding on consumers' buying behaviour the Giorgio Armani has been considered which work
as a fashion retailer throughout the world. Giorgio Armani is one of the well known Italian
luxury fashion brand which is founded by Giorgio Armani (Zekiri and Hasani, 2015). It involves
number of activities like manufacturing, designing and distribution of shoes, accessories,
watches, leather goods, home interior, cosmetics and eye wear. In addition to this it maintain a
chain of brand for offering variety of products like Armani Junior, Giorgio Armani, Giorgio
Armani Privé, Armani Jeans, Emporio Armani, Armani Exchange and Armani Collezioni. It
maintains a positive brand image throughout the world as an offerer of high quality luxury
fashion items (Esmaeilpour, 2015). For representing and differentiating its product within market
place it associate the name of Armani with high-fashion for leveraging the value the brand have
in market for already established products.
Rationales
The main aim behind conducting this project is to develop an understaffing regarding the
role that branding help in influencing the consumer behaviour and in what manner. The
information gathered through the investigation support in enhancing the knowledge of researcher
as well as reader regarding the role of branding in growth and success of an organisation. In
addition to this it also help in enhancing the understanding of several tools and techniques that
are used within an investigation to gather, analyse and interpret the information in effective
manner (Akhtar and et. al., 2016). This investigation will provide benefit to both business as well
as students with the help of this information. It is so because this will help business persons in
determining the number of actions which they can take in order to enhance their branding
practices to have greater influence over the consumers for achieving competitive edge at
marketplace. On other side, this dissertation also have academical benefit as it will support
students in gathering the information regarding importance of branding to a business and tactics
they adopt for creating an effective brand image by getting a real example of Giorgio Armani
(Moreira, Fortes and Santiago, 2017). Apart from it, this investigation also support business
persons in developing their understanding regarding actions they must perform in order to
perform positive branding which support them in achieving competitive edge
Research Aim
The main aim of this dissertation is "to demonstrate the importance of branding on
customer behaviour. A study on Giorgio Armani S.p.A.

Research Objective:-
 To explain the meaning of branding and the importance of this in the marketing sector.
 To examine the impact of customer buying behaviour in contact with a well-known
brand.
Research Questions:-
 How can brand image create customer’s loyalty?
 How can the brand create or inspire trust in customers?
 Can branding show the social status and how can this affect the buying behaviour of the
customer?
 Why does a particular brand attract more customers than similar industry brands?
Time scale
It plays a crucial role in ensuring the systematic flow of activities involved within an
investigation for accomplishment of research objective. For presenting time scale a tools is used
which is known as Gantt chart (Khan and Rahman, 2016). It refers to a pictorial representation of
number of activities to be performed within investigation and time take by them along with the
sequence of their accomplishment. This support in assisting the actions performed by researcher
in right direction.
Structure of dissertation:-
The proposed investigation will be performed in effective manner by performing work as
per specific format (Fatima and Lodhi, 2015). This investigation contains a structure of six
chapters which is described below:
Chapter 1: Introduction
In the first section of this dissertation there is a overview about the current topic of study
and direction in which this will proceed. It support in developing an understanding regarding the
dissertation topic in the mind of readers so that they would be able to gather further information
presented (Akkucuk and Esmaeili, 2016). Further it also enlist the research aims and objective
along with the time scale.
Chapter 2: Literature review
In next chapter of this dissertation there is an in-depth description regarding the influence
of branding over consumer buying behaviour by taking into consideration the view point of

several authors which is collected from different sources like books, journals, articles etc. The
critical evaluation of authors view point has been performed in reference with aims and
objectives so desired outcome can be achieved (Bhanot, Srinivasan and Srivastava, 2014).
Chapter 3: Research Methodology
In this section of investigation there will be detailed discussion regarding the number of
tools and techniques that are used by researcher in order to collect, interpret and evaluate the
information to reach over a particular conclusion (Shobeiri, Mazaheri and Laroche, 2014).
Chapter 4: Data Analysis
In this section, all the information collected regarding research topic will then be
evaluated according to pre-specified research aims and objectives. In addition to this it also
provide detailed information over the findings.
Chapter 5: Conclusion and Recommendations
In this chapter of dissertation overall findings will be evaluated for presenting the
conclusion of investigation (Sharp, 2016). In addition to this it also present recommendation on
the basis of issues found throughout investigation.
Chapter 6: Reflection
This is the last chapter of investigation where a reflection over the personal experience of
researcher while performing investigation will be presented. This will includes learnings and
issues faced by researcher (Bian and Veloutsou, 2017).

CHAPTER 2: LITERARTURE REVIEW
Literature review is defined as the scholar paper that contains information regarding a
particular topic of study with an aim to extract appropriate conclusion over same. This is a kind
of framework which support a reader in enhancing their knowledge about a particular topic so
that they would be able to understand about findings (Alalwan and et. al., 2017). It is basically a
process of evaluating the secondary information which is gathered from different sources like
journals, articles, books, newspapers etc. for ascertaining information about a particular topic of
concern. In this section the researcher critical evaluate the view point of two different authors
over a particular topic. This support the investigator to form up a base by developing certain
understanding regarding the topic so that this understanding can be further expanded with the
help of primary investigation. In addition to this it also support the investigator in effective
representation of primary information by evidencing it with previously conducted research data
over similar topic which is critically evaluated in literature review (Kang, 2015).
The brand image create customer’s loyalty
According to the view point of Adrian Swinscoe, 2017, in order to gain a legion of loyal
followers a business is firstly required to establish the brand identity among its stakeholders.
This creation of identity involves several factors like way a customer perceive brand, value it
provide to stakeholder, quality of work performed by the company. These are crucial factors as
manner in which a customer perceived brand plays a crucial role within the decision they form
for developing a trust over the company. This is the main reason why a particular business takes
their brand identity as a serious matter to be focused while formulating a decision regarding
promotional and other practices within marketplace. There are eight factors which are required to
be consider by an organisation in order to develop their positive brand identity within
marketplace. These factors are mentioned below:
 Find thing make brand unique:- In order to create a positive brand image within
marketplace it is crucial for an organisation to offer something unique in term of their
product or services which is not available among other competitors. This is because if
any organisation or business have nothing to offer that make them unique or different
from other rivalry then it is quite difficult for creating the brand loyalty. According to
Ramanathan, Subramanian and Parrott, 2017, Every business who want to achieve

success try to provide a clear value preposition and present them in front of its customers
which support in influencing them and make them attracted toward the offerings of
particular company. Once an organisation be able to identify its unique selling
propositions it is required to be presented within the marketing campaign in order to
make customers aware about it and providing them a reason to buy.
 Remain consistent:- It is very difficult for an organisation to keep their brand identity
consistent from the starting of their execution but it is consider to be a key to inspire the
customer loyalty toward the brand. For this if a social media and other pages are
forwarding a direct message to customers regarding the company's product or services
and not directly from the website of company then there is a chances that customers get
confused. Hence in order to develop a positive brand identity then a company must take
time and carefully plan the brand strategy so that they can promote the real message that
they actually want to circulate among customer using different platform.
 Form Brand Alliance:- Building positive relationship with several different brands and
forming up partnership with those brand benefit the company in many ways. It help in
elevating the brand's image which contribute toward increasing the customer base and
increasing the profitability of organisation. According to Balakrishnan, Dahnil and Yi,
2014, the strategic partnership not only expand the reach but it also help in improving the
relationship with customers. In addition to this it also provide an option of swapping the
promotions and special discount offers to partners which can be passed to the customers
base.
On the other hand as per the view point of Wheeler, A., 2017, a image that a particular
brand holds determine how a customers perceive company in term of logo, website, product,
quality, emotion etc. A positive brand image is the main reason behind a customer who flock up
in a line for hours within the store for purchasing the newest product offered by a particular
brand. This is so because a brand which offer higher value to the customers be able to develop an
effective relation among the company and customer in a manner that whenever they want to
purchase product users prefer that particular brand. According to Corsi, Overton and Casini,
2014 by maintaining a positive relation with customer a brand become able to develop a emotion
in the mind of user which always influence them to purchase product from that particular brand.
This help in building a base of loyal customer which also support a brand in launching a new

product and getting acceptance in market. It is so because when a company launch its new
product its existing and loyal customer always seek to try them and also suggest other to go for
the purchase of same. This is so because when a brand get valued by the customer then it build
up trust among it followers that they won't get cheated if uses new product or offering from the
same company or its partners.
The brand create or inspire trust in customers
According to the view point of Thomas Smale, 2017, when a consumer as well as
prospects of a company holds up trust among them, at that time they more likely buy from that
particular brand. On the other side when a company have the trust of its customers then they also
have an advantage to command the price higher then average and boost up the lifetime value of
each consumer. But this is not possible to achieve so easily as for gaining trust among customers
it is crucial for an organisation to remain consistent in messages they deliver, develop an
understanding regarding the buyers and delivering the promises on timely manner. These are the
factors which are considered by Giorgio Armani and it become able to get a tremendous growth
in market place by maintain a higher goodwill about its quality of offering within the fashion
retailers. This contributed up-to a great extend in developing a loyalty customers base but it take
lots of time and efforts by the experts of Giorgio Armani with the formation of several strategies.
These are mentioned below:
 Be accessible:- The main focus of Giorgio Armani is to remain approachable to the
customers and allow them to interact with the company regarding their feedbacks and
suggestions. In order to remain accessible toward the customers, the Giorgio Armani
focuses toward setting up their fashion retail stores at several places so that customers
are not required to put more efforts for reaching the stores and purchasing products. In
addition to this with the enhancement of technological environment, Giorgio Armani
started offering its product online using e-commerce over which customers can purchase
products while sitting at home and interact with company or suppliers directly by
marketing their comments which then answered by the company.
 Have a reliable product:- The major challenge in front of each company is that people
always tend to buy products or services as per emotion and not logic, but when the
product arrive at the customer's doorstep then they only get satisfied with the quality of
product in a justification of their purchase. This is the main reason behind the worldwide

success of Giorgio Armani as it not only focus on the design and pattern of its clothing
rather it also put emphases over the offering products that are formed up with high
quality raw materials. In addition to this for assuring its quality the Giorgio Armani also
pass it products through several testing so that it can gain the trust of its customers.
 Be honest:- This is consider to be a most crucial attribute that an organisation must
holds in order to remain loyal and trust worthy in the eyes of customers. Giorgio Armani
always remain transparent in term of its recognising and remaining open to both the
strength and weaknesses they have. In addition to this Giorgio Armani also tried to
present its story behind each new or unique product it launch by explaining what process
and material used to create this particular commodity. It not only support in improving
the brand image but also help in gaining the trust of audience toward it.
On the other side as per the view point of Kumar, V. and Kaushik, A. K., 2017, an
effective brand image or performance within the marketplace support customers in getting
attracted toward the products it offers and influence them to make a purchase for this. In addition
to this effective brand image also support in developing a base of loyal customers as when they
have a positive experience from the company and product quality it offers they become able to
build up trust or confidence toward the offerings of the company. This in turn also influence
them to suggest their reference group to go for a try regarding a particular product or services
offered by brand. The Giorgio Armani maintained its brand image in the marketplace regarding
the quality of product it offers and its feature of complimenting the status of customers within
their reference group. For branding its product, Armani mainly focuses on performing regular
promotions in order to stay connect with the customers. In addition to this it also focuses toward
creating a brand image among the customers in positive manner by maintaining a regular
interaction with customer through social media sites. This promotes a image of its product in a
manner like brand offer such lifestyle accessories and products that support a customer to get a
status among their reference group. Hence, Giorgio Armani mainly focuses over performing
branding in a manner that ait build up a positive image among customer and attract them to
purchase its products by influencing their decision making process.

Branding show the social status and affect the buying behaviour of the customer
AS per the view point of Choi, T. M., Shen, B., Jung, J., Chow, P. S. and Wong, S., 2014,
Branding plays a crucial role in conveying the views and ideas of company behind a particular
product or services to customer. A strong brand image within market affect larger number of
people by conveying right message which further support an organisation in converting the
efforts performed by organisation into greater growth as well as success. It also support in
differentiating a product or services from that of other present in market in term of its quality,
experience, price and many other attribute which support in creating a positive image about the
company's product or services among the targetted audience. Branding have a direct influence
over the purchasing behaviour of consumer, as it support in creating an image of the company in
mind of customer that help them in formulating decision regarding the purchasing of product or
switching a brand. An effective branding support in developing loyalty, trust and confidence
among the customers.
According to the view point of Neil Kokemullar, 2019, in order to make effective
decision regarding the product it is very crucial for an organisation to determine the motive and
interest that customers have toward that product so that store layout and promotional practices
can be planned accordingly. Consumers mainly buy off brand name in order to maintain their
image among their reference group as it provide them a feel of self satisfaction. Following are
the main reason behind adoption of particular brand,
 Social acceptance and fitting in:- People always have a desire to get fit into their work
or social circle. For this reason, customers usually buy a particular brand because they
have a believe that brand will support them in getting greater social acceptance. This is
specially applicable to fashion brands. This is that reason that consumers mainly buy
clothes from Giorgio Armani which provides fashionable, high class or trendy products
which get fit within a particular peer group or subculture.
 Personal or professional image:- Just like an organisation or product brand have an
identity, people who are using them also holds up an identify within society. This is the
reason for which majority of people buy a particular brand so that they would be able to
get support in enhancing their personal and professional image. In order to represent their
classy and fashionable image people move toward purchasing the fashion items offered

by Armani. It is so because Giorgio Armani suits contribute toward their image i.e. high
class or well-to-do sophisticated professional.
Hence, it can be said that people mainly prefer to buy product or service of a particular
brand which provide them with quality, status and satisfaction as well. Therefore, people mainly
prefer to buy fashion items offered by the Giorgio Armani which not only keep its customer
satisfied with the quality and appearance but also provide them a chances to maintain their
personal as well as professional identity. So, by this it can be said that the brand name of
Giorgio Armani contribute up-to a great extend within the growth and success of the company
throughout the world.
On the other hand according to the view point of Seo, Y. and Buchanan-Oliver, M., 2015,
Branding is consider to be one of the most significant factor which help an organisation to
achieve sustainability within the marketplace and mind of consumer as well. This is so because a
brand with a positive image in marketplace support customers who are purchasing those products
in creating their own identity or status among their reference group and society to which they
belongs. By performing branding in appropriate manner an organisation become able to become
an emotion or somewhat a part of consumer's life. This is reason, Giorgio Armani focuses
toward establishing their brand within marketplace from very first day in order to remain in the
mind of customers and influence them to purchase that particular product or services which help
users in maintain their status among others within the society. The Giorgio Armani become
successful within the marketplace by creating its brand image in a manner that products offered
by it provide a user compliment their personality as well as status which they hold among their
reference group. Hence, the brand image directly influence the buying pattern of a particular
customers by offering them such items through which they get recognition within the society.
Apart from this it also help in getting regular purchase from those customers by keeping them
loyal toward brand. This in turn support in achieving word-of-mouth publicity regarding its
offering from the experienced customers. Hence in order to become at the priority of its
customers the Giorgio Armani focuses toward taking much care about the social identity of its
customers by offering items according to their need and expectation. It is basically performed
with the help of advertisement and promotion of products offered by Giorgio Armani, carrying
of which support customers in improving their identity within society. These promotional
activities further support the brand in attracting customers toward a particular identity which they

are willing to achieve within the society. Therefore, the brand name of a product purchased by
the customers support in creating an urge among them regarding an opportunity to achieve
particular identity which they want to achieve within the society.
Brand attract more customers than similar industry brands
As per the view point of Jayson DeMers, 2019, the businesses throughout the world are
drowning in brand sue to increase in rivalry and cut throat competition which is present among
the companies with an aim to offer better then other players in market. But to make the matter
more complicated, all the brands are competing with one another in order to achieve higher
visibility within marketplace by using marketing and advertisement campaign for being
noticeable by the customers'. The strategies adopted by a particular brand performs a lot in
getting attention from the targetted audience in order to stand out among the other rivalry. The
Giorgio Armani also consider to be one among others who have their stronger identity within
marketplace which make it to attract customer toward purchasing products offered by them and
remain loyal to the company. There are some factors mentioned below which makes Giorgio
Armani a brand which have a capability to attract more customers then the other brand of similar
industry, such as:
 Originality:- In order to stand apart within the marketplace from that of other, a
company is required to remain original in term of its product offering and do not mimic
its competitor's brand. The Giorgio Armani offers its fashion products which are being
manufactured by its own and can't be copied by other brand so quickly. This is the reason
people prefer to purchase from Giorgio Armani as it provides a trust of originality.
 Sincerity:- For always remaining ahead in term of competition or within the choice of
customers it is crucial for a brand to represent their sincerity. For instance, if an
organisation treat the issues of customer with a same message of sympathy or not
repetition in future without working over the issue then customers get dissatisfied and
don't want to maintain relation with organisation. The Giorgio Armani focuses toward
remaining sincere in term of offering its services and providing after sale services to
customers by listening to them regarding issues they are having and taking instant action
to resolve them for keeping them satisfied.
 Visibility:- The visibility of a particular brand is very crucial as it help in keeping the
customer bind with the company and its offering. This is because when customers do not

have clues regarding the products or services offered by a brand then they won't be able
to get attracted toward it. For this it always focuses toward keeping itse4lf in the mind of
consumer through performing regular promotional activities
On the other side, according to the information provided by John Rampton, 2019, in this
fast-paced world it is quite easier to get connected with the targeted audience for enhancing the
customers base. But at the same time keeping them connected with the brand for longer duration
in the presence of these tools and resources are also getting complicated.. These ways are
explained below:
 Nice to know them:- In order to remain connected with the customers it is crucial to
have some personal information about them. As having knowledge about the customer let
an organisation to determine what customers love to have and things that can annoy
them. This in turn help in formulating effective marketing strategies for approaching
them. For this, Giorgio Armani mainly focuses over remaining active over several social
media platform in order to have regular interaction with the customers. In addition to this
it also provide information regarding current demand and expectations that customers
have toward the product offered by Giorgio Armani. So that by offering products as per
their requirement it become easier for the brand to keep its customer stick with the
products offered by them without getting a thought of brand switching.
 Providing superior customer services:- The customer services are consider to be
absolute necessity within the customer based world. This involves responding to the
issues or problem faced by customers quickly, resolving their queries on timely manner
etc. The Giorgio Armani mainly focuses over ensuring that their customers are satisfied
with the brand not only while purchasing a particular brand. But at the time of both i.e.
pre and post purchase by making them aware about the offerings and its features of
regular basis. Hence, Giorgio Armani mainly promote its new product and inform
customers with all its benefit to make them identify a particular product which specify
their need. Then after purchasing of particular product, offering post purchase or after
services to customer in order to resolve the issues they are having once they use product.
It help Giorgio Armani in maintaining a good relationship of customer with brand that
support them in creating a loyal customer base which continues with the brand offerings.

 Keeping them in loop:- In order to remain at the top of the customer list it is crucial for
an organisation to keep its customer also familiar with the practices that company is
adopting for improving the product or services offered by them. Whether it is a kind of
announcement such as introduction of new commodity or posting a new blog it is crucial
for an organisation to always keep its customer in loop. This support an organisation to
always remain connected with the customers and keeping them engaged within
organisational affairs. Armani always try to keep its customer aware with every new step
taken by the company in favour of customer. For this it maintain its social media pages
for keeping customers aware about new offerings as well as launching of new products.
In addition to this it also perform several actions like sending email, push notification
over their smart phones, newsletters etc. These all support in keeping the customers
update in order to make them understand more about the business and manner in which
Armani is putting efforts to create value in front of customers.
Summary
As per the above performed evaluation it has been found that brand image plays a crucial
role within the growth as well as development of an organisation as it help in creating awareness
among the customers regarding a particular product or services and benefit it offers to them by
performing promotional activities and maintaining relation with customers. These all contribute
up to a great extend in creating positive brand image in marketplace which in turn help in
influencing the consumer behaviour toward purchasing a particular product or services. Despite
of this it also help in increasing the market base by attracting new customers, it improve pride or
satisfaction among both the customer as well as employees, develop trust among targetted
market and at last contribute toward promoting the brand's product offering. The Giorgio Armani
remained focused toward satisfying the varying demand of its customers by formulating several
strategies for creating value which in turn contributed toward improving its market position
within market and in eyes of customers. In order to gain loyalty among customer through proper
branding it ensures that products remain accessible, more reliable and honest to them.
Despite of this, in order to achieve that priceless connection there are some effective
ways that are being adopted by number of brands and Giorgio Armani which supported them in
remaining connected with the customer base at the same time. This includes addressing the

issues they are facing, regularly communicating with them about the offerings, providing better
customer support services etc. Hence, it can be said that Giorgio Armani always try to remain
within the headlines of magazines and in notice of its customers by performing several actions so
that proper relationship can be maintained. Like by performing advertisements, printing articles
in news, organising promotional events, brining new designs or product in the market,
performing sales promotion and many more. These all support Giorgio Armani in keeping its
customers connected with the brand so that they never get a thought of brand switching.

CHAPTER 3: RESEARCH METHODOLOGY
Introduction
Research methodology is a framework that contains a detailed description regarding the
number of tools and techniques that are going to be used within an investigation for gathering,
evaluating and interpreting the information so that appropriate conclusion can be made. This
section contribute greatly within the success of a particular research topic as it help in guiding
the researcher regarding the best method that must be used for performing a particular research
activity (Kumar, 2019). The main reason behind performing this research methodology section is
that it support in identifying several tools and techniques that can be used by an investigator for
ensuring that all the activities throughout the investigation must be performed in effective
manner so that appropriate outcome can be extracted. This investigation is based on “The impact
of branding on customers’ buying behaviour: A case study of Giorgio Armani S.p.A.”
For performing investigation in effective manner a framework is used which is named as
Research Onion that provides detailed information regarding the current topic of investigation in
detailed manner. This framework consists of several layer where each layer describe about the
approaches or techniques that can be adopted by the investigator in order to perform
investigation in effective manner. The research methods, tools or techniques used for performing
this investigation are mentioned below:
Research philosophy:- It is basically a set of belief which is related with the nature of
reality regarding a topic over which investigation will be performed by the researcher. The
research philosophies are basically of two type that are mainly used within a particular
investigation such as positivism and interpretivisim. Among them the positivism philosophy
contains several aspects that belongs to scientific reviews given by authors. This research
philosophy support in presenting information by considering the physical changes anticipated
within world so that researcher be able to align its information of research with the current
scenario (Mackey and Gass, 2015). On the other side, the interpretivisim philosophy consists of
gathering information as per realistic approaches which directly affect the outcome of
investigation. With the adoption of this method researcher would be able to gather information
from several sources in order to support aims and objective of investigation with several
evidence. In this investigation, the interpretivisim philosophy will be used and the reason behind
this is that it works over human perception and their view point. Hence it will support in

critically reviewing the perception of several authors in term of branding influence over the
buying behaviour of consumer.
Research approach:- It involves the step of wider assumption that help in in-depth data
collection, evaluation and interpretation for providing the direction in which investigation
activities must be directed to achieve particular aims and objectives. The research approaches are
basically of two type such as inductive and deductive (Bresler and Stake, 2017). In which
deductive approach focuses over gathering information by creating hypothesis that are based on
pre-specified theories and testing them by gathering information in this direction. On the other
side, inductive approach is one which involves a process of generating new concepts or theories
by regularly updating the information. For performing this investigation inductive approach will
be used as it support in achieving best possible outcome that are extracted out of in-depth
investigation. In addition to this deductive approach is more time consuming as it cover all the
small aspects involve within the investigation in order to focus over larger topic. On other side
the inductive approach is flexible as it not put much emphasis over broader topic.
Research design:- It is considered as the blue print of overall work performed
throughout investigation which is crucial for providing the specification regarding selected topic.
There are basically three type of designs that are used while performing investigation. In this the
descriptive research design is one which totally depends over the detailed evaluation performed
over the selected investigation area and it mainly focuses over explaining the nature of
phenomenon through out the investigation. The exploratory research design is basically perform
over the topic that are not yet been researched before. It is mainly performed for exploring
further information about topic despite of providing final and conclusive answer. On other hand,
the experimental research design depends on the statistical analysis that compelling in
determining the investigation using hypothesis. For performing this investigation the descriptive
research design will be used as it support in performing detailed evaluation over the particular
topic and it is based on qualitative mean of investigation.
Time Horizon:- It is most crucial factor which is required to be consider while
performing investigation as it enlist the number of activities to be performed for accomplishment
of research aims and objectives. It ensures the systematic and timely completion of research
project the time horizon are of two type such as longitudinal and cross sectional. In present
investigation the cross sectional time horizon will be used (Alvesson and Sköldberg, 2017). This

is because it help the researcher by providing adequate time required for the accomplishment of
set of activities in accomplishment of investigation. In addition to this it also provide an
understanding regarding the actions or type of activities to be performed and in which time
duration.
Research methods:- It involves the adoption of type of method for gathering the
information over a particular research topic in order to complete the project in more reliable and
efficient manner. The research methods are basically of two type such as qualitative and
quantitative. In this, the quantitative investigation is one that help in gathering the numerical data
and hard facts regarding the application of mathematical and logical techniques for extracting the
finding over set of information. On the other side, the qualitative investigation is one which help
in gathering the detailed information for getting an insight to a particular issue over which
investigation is based (Quinlan and et. al., 2019). For performing this investigation the
qualitative investigation will be used and reason behind selecting this method is that the
researcher will be able to uncovering the trends in the opinion and thoughts of people regarding
the impact of branding over consumer purchasing decision.
Data sources:- This involves a description regarding number of sources that are used for
gathering information about a particular research topic which allows a researcher to answer the
relevant questions for achieving the most positive outcome. There are mainly two sources which
get utilised by the researcher for gathering information that are primary and secondary. Among
them primary data collection sources are used to gather fresh and relevant information for
supporting the positive findings of investigation. It is basically collected from the sources like
group discussion, interview, survey, questionnaire etc. On the other side secondary data sources
are basically used to gather the information from pre performed investigation in order to
determine the nature of study for developing clear understanding regarding current topic of
concern (McCusker and Gunaydin, 2015). The secondary information is collected from the
sources like books, journals, articles etc. In order to perform this investigation effectively both
primary and secondary data collection methods are used for gathering relevant information. For
gathering primary information questionnaire will be used as it help in collecting larger amount of
information in less possible time. On other side secondary information will be gathered from
online articles and journals for critically evaluating the information in order to develop
understanding regarding current topic of concern.

Data analysis:- It involves the procedure of converting, clarifying and modelling the
information gathered so that it can be represented in a manner that help in accomplishment of
research aims and objectives. Within this investigation data gathered will be interpreted with the
help of thematic analysis that help in providing an idea to the regarding the description below by
presenting a small theme (Wiek and Lang, 2016). Further this information and analysis will then
be supported with relevant graphs to make it more understandable.
Research sampling:- It involves a process of selecting group of people in a manner that
represent whole population so that information can be gathered on behalf of them. Research
sampling are of two type such as probabilistic and non-probabilistic method. Among them the
probabilistic approach involves equal chances of individual for getting selected which contains
more chances of partiality. On other side, non-probabilistic method is one which involves
selection of individual on random basis. This investigation is performed using non-probabilistic
method as it select respondents using random sampling method which increases the chances of
reliability and validity of project. The sample size for this investigation would be 40 respondents.
Research Ethics:- For performing investigation effectively and right manner, it is the
responsibility of researcher to follow all the ethical consideration while performing investigation
(Walliman, 2017). As the proposed investigation also involve the primary investigation the
application of research ethics become more crucial for ensuring that the result of the
investigation considered to be relevant and robust. The basic ethical principle of investigation
which are required to be applied for performing research ethically involves anonymity,
confidentiality and informed consent. This includes informed consent where researcher must
keep information provided by the respondents confidential, it must obtain consent from the
respondents by providing detailed information regarding the reason behind a particular
investigation so that information can be gathered in ethical manner. In addition to this for
complying with the anonymity, the detail of participants gathered through primary investigation
are not included within the results. At last for ensuring the application of ethics as per
confidentiality the result of investigation are only shared with the people who are having stake in
the result and are part of investigation.
Research strategy:- It is consider as the most crucial part of research methodology as it
help a researcher in determining the type of strategy it must use for gathering the information.
This includes questionnaire, survey, interview, case study, observation etc. In order to perform

this investigation questionnaire will be used as it support in gathering higher amount of
information at very limited time period that further support in providing more time to evaluate
and interpret the information gathered. It help in gathering the quantifiable answer for the
particular research topic. The questionnaire is suitable for this investigation because it is based
on customer behaviour which can be determined effectively by gathering and evaluating the
perception or view point of several other people. Therefore, questionnaire proves to be more
suitable research strategy which support the investigator in presenting more valid and reliable
information regarding the impact of branding on customers’ buying behaviour.
Research limitation:- The limitation of investigation are consider as those characteristics
which affects the interpretation as well as findings identified within particular investigation. The
main limitation of this investigation is that the time provided for performing this investigation is
very limited. So those resources are selected which support in gathering larger amount of data at
possible time period. In addition this the another limitation of the investigation is that it is based
on a topic i.e. Consumer behaviour which is quite difficult study as it is based on the perception
of the people.
Reliability and validity:- Within a particular research the reliability is defined as the
consistency of measures that are based on application of testing the instrument in an appropriate
manner. This means that the investigator must put more emphasis toward collecting true and
accurate information from authenticated sources in order to maintain the reliability of project.
For presenting more reliable information the researcher within this investigation has ensures to
collect information which is derived from various circumstances so that overall understanding
can be provided through investigation. Despite of this, the validity of particular investigation can
be considered only when the outcome of findings are in correspondence with realistic
characteristics. In order to ensure the validity of investigation, researcher focuses toward
gathering the information from authenticated sources like already published investigations.
Summary:-
From the above mentioned information it can be summarised that research methodology
help a researcher in ensuring that the activities to be performed within the investigation must be
accurate and support in directing the research in right direction. This investigation is performed
as per qualitative mean of investigation under the descriptive research design and using inductive
approach. In addition to this information is gathered from both the sources such as primary and

secondary so that proper evaluation of research objective can be performed. In addition to this
sampling is performed using non-probabilistic approach and respondents are selected on random
basis.

CHAPTER 4: DATA INTERPRETATION
Data analysis is defined as the process through which information is gathered within a
particular format which make it easy for the researcher to provide appropriate justification over
the impact of branding on consumer buying behaviour. For performing data analysis effectively,
thematic approach is used that focuses toward using small themes that represent and provide cue
to the reader regarding the discussion that is going to be presented under this theme. This make it
easier for the reader to understand what is asked within questionnaire which gathering primary
information from the respondents selected fro investigation i.e. 40 respondents.

Frequency table
Q1. Are you aware about the term branding and manner in which it is helpful to
an organisation?
Frequency
a) Yes 35
b) No 5
Q2 What are the major factors that push an organisation to perform practices
related to branding?
Frequency
a) Creating recognition 20
b) Generating more revenue 10
c) Enhancing customer base 10
Q3 What kind of impact does branding have over the consumer purchasing
behaviour?
Frequency
a) Positive 25
b) Negative 5
c) Neutral 10
Q4 As per your view point, does branding supported Giorgio Armani to
increasing its customer base?
Frequency
a) Yes 30
b) No 10
Q5 What are the several benefits that Giorgio Armani get through its branding
strategy?
Frequency
a) Developed Credibility 10
b) Increase customer loyalty 10
c) Recalling customer 20
Q6 According to you, what are the major factors of branding that attract a Frequency

consumer to make purchases?
a) Social status 20
b) Positive experience 10
c) Goodwill of brand 10
Q7 In what manner the brand image creates loyalty among customers? Frequency
a) Delivering promises 20
b) Satisfying customer demand 10
c) Creating value through offerings 10
Q8 How branding of Giorgio Armani affects the buying behaviour of
customers?
Frequency
a) Trendy products 10
b) Variation in products 10
c) Brand loyalty 20
Q9 What are basic branding strategies that businesses opt to strengthen
customer base?
Frequency
a) Brand extension 10
b) Brand Leveraging 20
c) Private labels 10
Q10 As per your view point, brand leverage is appropriate branding strategy for
Armani to remain sustainable in marketplace?
Frequency
a) Yes 30
b) No 10
Q11 Why people buy products of Armani over other brand belongs to similar
industry?
Frequency
a) High Quality offerings 10

b) Compliment social status 20
c) Goodwill 10
Data Analysis (125)
Theme 1: The term branding and manner in which it is helpful to an organisation
Q1. Are you aware about the term branding and manner in which it is
helpful to an organisation?
Frequency
a) Yes 35
b) No 5
Interpretation:- Branding is consider to be most crucial factor which support an
organisation to create more awareness among the customers in order to achieve success. This in
turn also support in attracting and influencing larger number of customer to earn more profit. By
conducting investigation, it has been found that 35 out of 40 people said yes that they are aware
about branding and manner in which it is helpful to a business. But on the other side 5
respondents said that do not have much idea about branding and its importance to organisation.
Hence, it has been identified that majority of people are aware about the branding and its
necessity to a business. This is because people mainly prefer to buy product or services from a
company that has maintained its positive image in marketplace and provides good experience to
the customers. These all become possible by the name of company which can only be recognised
among public with the help of proper branding.

Theme 2: The major factors that push an organisation to perform practices related to
branding
Q2 What are the major factors that push an organisation to perform
practices related to branding?
Frequency
a) Creating recognition 20
b) Generating more revenue 10
c) Enhancing customer base 10
Interpretation:- Each organisation try to perform branding within marketplace in order to attract
more and more customers with an aim to keep them bind with the offerings of the company. By
performing investigation over the major factors that pushes an organisation towards branding it
has been found that 20 out of 40 respondents said that creating recognition in market is the main
reason. But 10 out 40 respondents said that generation of more revenue is the main reason behind
adoption of branding by companies. But another 10 respondents said that customer base
enhancement is that reason behind branding. Hence, it has been found that majority of people are
in favour of brand recognition, as branding is mainly established through adopting several
promotional techniques in order to make larger number of people aware about the existence of
particular brand that can satisfy the customers' need.

Theme 3: Kind of impact does branding have over the consumer purchasing behaviour
Q3 What kind of impact does branding have over the consumer
purchasing behaviour?
Frequency
a) Positive 25
b) Negative 5
c) Neutral 10
c
Interpretation:- Branding have a direct influence over the consumer preference which in turn
affect its purchasing behaviour. By performing investigation over this it has been found that 25
out of 40 respondents said that branding brings positive impact over the purchasing behaviour of
consumer. On the other side 5 respondents said that it negatively affect the purchasing behaviour
of consumer while 10 respondents said that branding have neutral impact over buying behaviour
of consumer. Hence it has been identified that majority of people believes that branding have
positive impact over the purchasing behaviour as it directly connected with the promotion of
company's offering which help in creating awareness regarding the benefit and value that
customers get with the purchasing of product. This in turn contribute toward forming the
purchasing decision.

Theme 4: Branding supported Giorgio Armani to increasing its customer base
Q4 As per your view point, does branding supported Giorgio Armani
to increasing its customer base?
Frequency
a) Yes 30
b) No 10
Interpretation:- Branding support a lot in bringing growth as well; as success to Giorgio Armani
in term of increasing customer base. By performing investigation over this it has been found that
30 out of 40 respondents said that branding support Giorgio Armani in increasing its customer
base. But on the other side 10 respondents said no over this. Hence, over this it has been clear
that branding supported Giorgio Armani in increasing its customer base as with the help of
branding it become able to create goodwill in target market market. This in turn contributed
toward attracting more and customer to purchase and perform Word-of-mouth publicity by
suggesting reference group which help in increasing customer base.
Theme 5: The several benefits that Giorgio Armani get through its branding strategy
Q5 What are the several benefits that Giorgio Armani get through its
branding strategy?
Frequency
a) Developed Credibility 10
b) Increase customer loyalty 10

c) Recalling customer 20
Interpretation:-
Branding strategy provides several benefit to Giorgio Armani and by performing
investigation over this it has been found that 10 out of 40 respondents said that branding support
in developing the credibility among the customers. On the other side 10 respondents said that
branding strategy supported Armani in increasing its customer loyalty but 20 respondents said
that recalling customers is the biggest advantage that Giorgio Armani get through branding is
recalling of customers. Hence, it has been identified that majority of people believes that Giorgio
Armani get repurchasing benefit from its customers as branding support in developing
relationship along with the creating of brand awareness.
Theme 6: The major factors of branding that attract a consumer to make purchases
Q6 According to you, what are the major factors of branding that
attract a consumer to make purchases?
Frequency
a) Social status 20
b) Positive experience 10
c) Goodwill of brand 10

Interpretation:-
As per the above mentioned information it has been interpreted that 20 out of 40
respondents said that social status is the major factor of branding which attracts people to make
purchase decision, thus in today's modern scenario people are very much concern over
maintaining their social standard. 10 people are in favour of positive experience as per their
opinion a positive and healthy experience helps an organisation in attracting more buyers
towards their offerings and remaining people are in favour of goodwill of brand thus this is also
an another major factor which affects the opinion of an individual regarding making purchase
decision.
Theme 7: The brand image creates loyalty among customers
Q7 In what manner the brand image creates loyalty among
customers?
Frequency
a) Delivering promises 20
b) Satisfying customer demand 10
c) Creating value through offerings 10

Interpretation:-
From the description of the above mentioned graph it has been interpreted that there are
multiple aspects of branding that creates loyalty among the buyers. 20 out of 40 respondents said
that delivering promises is the best way to develop loyalty among customers, thus businesses are
concern over providing their products and services on the promise data, therefore this create
value in developing the trust of customers. 10 people are in favour of satisfying customers
demand as per their view it is important for an organisation to fulfilling the desires of customers
in respect to creating loyalty and remaining people are in favour of creating value through
offerings, thus this is also an another key aspect of developing loyalty among buyers through
making their offering more effective.

Theme 8: Giorgio Armani affects the buying behaviour of customers
Q8 How branding of Giorgio Armani affects the buying behaviour of
customers?
Frequency
a) Trendy products 10
b) Variation in products 10
c) Brand loyalty 20
Interpretation:-
According to the detailed evaluation of the project it has been identified that, Giorgio
Armani affects the buying behaviour of customers in different manner via the help of branding.
10 out of 40 people are go with the option of trendy products as this is the major aspect of which
could be resulted in affecting the decision of customers regarding making purchase. 10 people
are in favour of variation in products and remaining are go with brand loyalty.
Theme 9: Branding strategies that businesses opt to strengthen customer base
Q9 What are basic branding strategies that businesses opt to
strengthen customer base?
Frequency
a) Brand extension 10
b) Brand Leveraging 20
c) Private labels 10

Interpretation:-
According to the analysis of the investigation report it has been founded that there are
different strategies that are opt by businesses to strengthen their customer base. 10 out of 40
people are go with the option of brand extension as per their opinion this is the most suitable
strategy for an organisation to strengthen their workforces. 20 people are go with brand
leveraging according to them this is widely applied strategy which is mainly implemented by the
businesses to providing power to their operations via strengthen their human resources and
remaining people are go with private labels, thus as per respondents view this is also a major
strategy implemented by the businesses to develop their customers base.
Theme 10: Brand leverage is appropriate branding strategy for Armani to remain sustainable
in marketplace
Q10 As per your view point, brand leverage is appropriate branding
strategy for Armani to remain sustainable in marketplace?
Frequency
a) Yes 30
b) No 10
Interpretation:-
According to the description of the above mentioned graph it has been interpreted that 30
out of 40 respondents are in favour of the statement that Brand leverage is appropriate branding

strategy for Armani to remain sustainable in marketplace and remaining respondents are not in
favour with the same.
Theme 11: People buy products of Armani over other brand belongs to similar industry
Q11 Why people buy products of Armani over other brand belongs to
similar industry?
Frequency
a) High Quality offerings 10
b) Compliment social status 20
c) Goodwill 10
Interpretation:-
According to the survey report it has been evaluated that there are multiple reason for
which People buy products of Armani over other brand belongs to similar industry. 10 out of 40
people are in favour of high quality offerings, 20 respondents are go with compliment social
status and remaining are in favour of goodwill.

CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion
From the in-depth evaluation of the project it has been concluded that branding is an
effective aspect which performs vital role in affecting the behaviour of customers regarding
making purchase decision. In the modern business environment competition within market is so
high and the businesses are widely concern over developing their brand image for the purpose of
gaining attention of customers towards the firm or its offerings. Branding is an important aspect
which has its importance in the field of marketing, thus organisations are using branding as their
key source of promoting businesses to attain higher growth and sustainability. From the opinion
analysis of the respondents it has been analysed that as per their view branding is the most
essential aspect which create value for the firm in attainment of higher growth and success at
market place. Majority of people are in favour with the statement that creating recognition is the
most essential factor that pushed an organisation to perform practices related to the branding.
According to the opinion analysis of the respondents it has been evaluated that majority of
people are said that branding have positive influence over the customers purchasing behaviour,
thus in the modern scenario people are mainly seeking for high brand image. From the views
analysis of the respondents it has also been recognise that branding has supported an organisation
in creating its customers base via making people more aware about the product range and offered
facility of the firm. People are also think that there are multiple factors like social status, positive
experience, goodwill of brand that mainly attracts the customers to make purchase. People are
now a day's are very much concern on maintaining their standard of living and for this they are
seeking for buying products with high brand image. Therefore businesses are widely concern on
developing their brand image through providing more trendy products, fulfilling desires of
customers etc. As per the opinion of the majority of respondents it has been recognise that brand
leverage is the most suitable strategy which can provide a proper assistance to the businesses to
maintain their brand image.
Recommendation
In the present study area, the investigation is executed over the area of analysing the
impact of branding on customers’ buying behaviour, thus the study area is wide and this is

effective in enhancing the idea and knowledge base of individual in regards to the similar area of
study. From the detailed analysis of the project it has been recommended that Giorgio Armani
is operated at a global level and as a large business organisation it is important for the firm to
maintain its sustainability via making people more aware about the offerings of the firm. As a
largest clothing industry, company should analyse the market for fulfilling the desires and needs
of customers at market place, thus this create value for the firm in attaining higher growth and
success at market place. Giorgio Armani should also apply an appropriate marketing strategy
which could be effective for the firm in providing a suitable assistance to carry out the work in
right manner. The company should also analyse the strategies of their rivals in respect to
implementing the most suitable strategy which is more effective in implementing the proper
business functions, thus this is effective in attaining higher growth and success at market place.
For better performance of the firm company should developing their marketing operations that
are effective in developing appropriate brand image of the firm and affects the buying behaviour
of customers. Company should also consider the changing choice and preference of their
customers in respect to developing suitable products and services which are effective in
satisfying the needs and wants of their potential buyers.

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Appendix
Questionnaire
Q1. Are you aware about the term branding and manner in which it is helpful to an
organisation?
a) Yes
b) No
Q2 What are the major factors that push an organisation to perform practices related to
branding?
a) Creating recognition
b) Generating more revenue
c) Enhancing customer base
Q3 What kind of impact does branding have over the consumer purchasing behaviour?
a) Positive
b) Negative
c) Neutral
Q4 As per your view point, does branding supported Giorgio Armani to increasing its customer
base?
a) Yes
b) No
Q5 What are the several benefits that Giorgio Armani get through its branding strategy?
a) Developed Credibility
b) Increase customer loyalty
c) Recalling customer
Q6 According to you, what are the major factors of branding that attract a consumer to make
purchases?
a) Social status
b) Positive experience
c) Goodwill of brand
Q7 In what manner the brand image creates loyalty among customers?

a) Delivering promises
b) Satisfying customer demand
c) Creating value through offerings
Q8 How branding of Giorgio Armani affects the buying behaviour of customers?
a) Customised products
b) Variation in products
c) Brand loyalty
Q9 What are basic branding strategies that businesses opt to strengthen customer base?
a) Brand extension
b) Brand Leveraging
c) Private labels
Q10 As per your view point, brand leverage is appropriate branding strategy for Armani to
remain sustainable in marketplace?
a) Yes
b) No
Q11 Why people buy products of Armani over other brand belongs to similar industry?
a) High Quality offerings
b) Compliment social status
c) Goodwill
Q12 Recommend the ways through which Armani can further enhance its brand image within
market?