Impact of Branding on Consumer Buying Behavior (pdf)
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Added on 2021-02-19
Impact of Branding on Consumer Buying Behavior (pdf)
Added on 2021-02-19
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DISSERTATION (The impact of brandingon customers’ buyingbehaviour)
DECLARATIONI hereby declare that the research work performed over the topic “The impact of brandingon customers’ buying behaviour” is a record of original work performed by me. The informationand data provided within this report is authentic which doesn't involve any kind of fakeinformation.
ACKNOWLEDGMENTI want to thank to all the people who provided me guidance in performing thisinvestigation. I also want to thanks my colleagues and my team members for their support andcoordination with me which supported me in gathering data and its evaluation in the light ofresearch aim and objectives.
EXECUTIVE SUMMARYThis 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 buyingof 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 ofbranding and how it affect consumers buying decision. Branding plays a vital role in influencingcustomers decision to purchase and consume the product. In this report the introduction sectionhas been written which consists the study about the branding and its concepts along with theaims and objectives of the research has also been mentioned. In this research the chosenassociation 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 amongall other brands. Along with this Literature review is also documented so that the different viewpoint regarding the concepts of branding on consumers buying decision can be studied whichhave been given by various authors. With the help of these different branding concepts the nextsteps of the research methodology have also been taken into consideration. Researchmethodology is the major part within this investigation as with the help of this factor only thedata regarding the branding and its impact on the consumer's buying decision have beengathered. Research methodology is comprises of the methods through which the data have beencollected. In regard to complete this investigation the researcher have used the qualitativemethod of research so that the data can be gathered in a quality. In addition to this, data analysishas be done with the help of primary source of data collection where the questionnaire has beenused to gather the accurate data by asking number of questions to the customers preferringArmani. Apart from this recommendation and finding have been mentioned which are related tothe questionnaire and the issues related to the investigation about the topic. The documentationof the conclusion is done on the basis of the findings from the research so that the accurate andrelevant outcomes can be gathered.
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................2TOPIC:-............................................................................................................................................5CHAPTER 1: INTRODUCTION....................................................................................................5Overview of investigation...........................................................................................................5Background of investigation.......................................................................................................5Rationales....................................................................................................................................6Research Aim..............................................................................................................................7Research Objective:-...................................................................................................................7Research Questions:- ..................................................................................................................7Time scale...................................................................................................................................7Structure of dissertation:-............................................................................................................7CHAPTER 2: LITERARTURE REVIEW .....................................................................................9The brand image create customer’s loyalty................................................................................9The brand create or inspire trust in customers..........................................................................11Branding show the social status and affect the buying behaviour of the customer..................13Brand attract more customers than similar industry brands......................................................15CHAPTER 3: RESEARCH METHODOLOGY...........................................................................18CHAPTER 4: DATA INTERPRETATION..................................................................................23CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................32Conclusion ................................................................................................................................32Recommendation ......................................................................................................................32REFERENCES..............................................................................................................................34Appendix .......................................................................................................................................37
RESEARCH TITLE:-“The impact of branding on customers’ buying behaviour: A case study of Giorgio ArmaniS.p.A.”CHAPTER 1: INTRODUCTIONOverview of investigationBranding is refers to as a marketing practice where a company perform several activitiesin order to create a name, design or symbol that can be easily identifiable by the people asbelonging to company. An organisation performs number of activities in order to a positioningits branding in a positive manner within marketplace (Dhurup, Mafini and Dumasi, 2014). Thisis so because an effective branding is only possible by a company when it work toward regularlyinteracting and maintain a relationship with customers. For this organisations mainly focusesover offering high quality product so that the price which company is offering must create equalvalue that a customer is paying for purchasing that product. That means a product must offersuch benefit and value which worth the money consumers are offering (Shahin Sharifi andRahim Esfidani, 2014). In addition to this several other methods like making customer awareabout 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 brandbecome able to creates a particular perception about it in the mind of customers and due towhich the customer get attracted toward a brand and line up within the store to get the latestproduct of that brand (Sasmita and Mohd Suki, 2015). It is a kind of human nature as when theyfound anything appealing which support them in enhancing their life and status within thesociety. In order to perform investigation over “The impact of branding on customers’ buyingbehaviour”, 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 investigationBranding is also proves to be critical for a business growth and success as it help informing 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 recognitionwithin marketplace, helps in increasing the business value among several stakeholders thatfurther support in organisational growth. For studying effectively regarding the impact of
branding on consumers' buying behaviour the Giorgio Armani has been considered which workas a fashion retailer throughout the world. Giorgio Armani is one of the well known Italianluxury fashion brand which is founded by Giorgio Armani (Zekiri and Hasani, 2015). It involvesnumber 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 achain of brand for offering variety of products like Armani Junior, Giorgio Armani, GiorgioArmani Privé, Armani Jeans, Emporio Armani, Armani Exchange and Armani Collezioni. Itmaintains a positive brand image throughout the world as an offerer of high quality luxuryfashion items (Esmaeilpour, 2015). For representing and differentiating its product within marketplace it associate the name of Armani with high-fashion for leveraging the value the brand havein market for already established products. RationalesThe main aim behind conducting this project is to develop an understaffing regarding therole that branding help in influencing the consumer behaviour and in what manner. Theinformation gathered through the investigation support in enhancing the knowledge of researcheras well as reader regarding the role of branding in growth and success of an organisation. Inaddition to this it also help in enhancing the understanding of several tools and techniques thatare used within an investigation to gather, analyse and interpret the information in effectivemanner (Akhtar and et. al., 2016). This investigation will provide benefit to both business as wellas students with the help of this information. It is so because this will help business persons indetermining the number of actions which they can take in order to enhance their brandingpractices to have greater influence over the consumers for achieving competitive edge atmarketplace. On other side, this dissertation also have academical benefit as it will supportstudents in gathering the information regarding importance of branding to a business and tacticsthey 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 businesspersons in developing their understanding regarding actions they must perform in order toperform positive branding which support them in achieving competitive edge Research AimThe main aim of this dissertation is "to demonstrate the importance of branding oncustomer 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-knownbrand. 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 thecustomer? Why does a particular brand attract more customers than similar industry brands? Time scaleIt plays a crucial role in ensuring the systematic flow of activities involved within aninvestigation for accomplishment of research objective. For presenting time scale a tools is usedwhich is known as Gantt chart (Khan and Rahman, 2016). It refers to a pictorial representation ofnumber of activities to be performed within investigation and time take by them along with thesequence of their accomplishment. This support in assisting the actions performed by researcherin right direction. Structure of dissertation:-The proposed investigation will be performed in effective manner by performing work asper specific format (Fatima and Lodhi, 2015). This investigation contains a structure of sixchapters which is described below:Chapter 1: IntroductionIn the first section of this dissertation there is a overview about the current topic of studyand direction in which this will proceed. It support in developing an understanding regarding thedissertation topic in the mind of readers so that they would be able to gather further informationpresented (Akkucuk and Esmaeili, 2016). Further it also enlist the research aims and objectivealong with the time scale. Chapter 2: Literature reviewIn next chapter of this dissertation there is an in-depth description regarding the influenceof branding over consumer buying behaviour by taking into consideration the view point of
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