(PDF) Impact of Brand on Consumer Behavior

To explore the impact of brand identity on
consumer purchasing behaviour in food
industry

Table of Contents
CHAPTER 1- INTRODUCTION....................................................................................................4
1.1 Overview..........................................................................................................................4
1.2 Research problem.............................................................................................................5
1.3 Chapter structure..............................................................................................................5
1.4 Focus and Purpose............................................................................................................6
1.5 Aims and objectives.........................................................................................................7
1.6 Research question.............................................................................................................7
1.7 Framework and analysis...................................................................................................7
1.8 Potential Significance.......................................................................................................8
CHAPTER 2- LITERATURE REVIEW.........................................................................................9
2.1 Introduction......................................................................................................................9
2.2 The concept and importance of brand identity.................................................................9
2.3 Factors influencing buying behaviour of customers......................................................10
Brand conversation on social media influence customers buying decision.........................13
2.4 The impact of brand identity on purchase decision of Nestle........................................14
2.5 Relationship between brand identity and customer purchasing behaviour....................17
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................20
3.1 Introduction....................................................................................................................20
3.2 Research philosophy.......................................................................................................20
3.3 Research strategy............................................................................................................20
3.4 Research approach..........................................................................................................21
3.5 Research design..............................................................................................................22
3.6 Data collection method...................................................................................................22
3.7 Sampling.........................................................................................................................23
3.8 Data analysis...................................................................................................................24
3.9 Ethical consideration......................................................................................................24
3.10 Limitation of the study.................................................................................................25
3.11 Reliability and validity.................................................................................................25
CHAPTER 4: DATA ANALYSIS................................................................................................27
4.1 Introduction....................................................................................................................27
4.2 Thematic analysis...........................................................................................................27

4.2. Discussion in relation to literature findings..................................................................44
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................46
5.1 Conclusion......................................................................................................................46
5.2 Recommendation............................................................................................................47
Reference.......................................................................................................................................50
questionnaire)...................................................................................................................................4

ACKNOWLEDGEMENT
I would sincerely thank my mentor for providing me immense support and guidance while carrying
out the research. I would also like to express my gratitude towards colleagues, friends and family
members who assisted me at every step of the dissertation. With the help of their guidance and
support, I was able to accomplish the dissertation. I would also be greatly thankful to my team
members for the assistance provided by them in collection of data and its subsequent analysis.

Abstract
Aim :– To explore the impact of brand identity on consumer purchasing behaviour in food industry-
A study of Nestle
Methods: both primary as well as secondary method will be considered by the scholar. In primary
information will be gathered from the customers of Nestle. On the other side, in secondary
research books, journals and articles will be undertaken by the scholar. In the study of literature
work books, authors will lead to form the basis of secondary information.
Findings: Customers make purchase of products and services based on different aspects but mostly
prefer quality. If company have good image in market and it do not focus on quality then customers
can easily switch to other brand products and services. Thus, Nestle company should focus on
various aspects of products and services and brand identity for creating a good image in market and
to gain competitive advantage.

CHAPTER 1- INTRODUCTION
1.1 Overview
The purchasing process is known as the combination of mental and physical activities which
ends with an actual purchase almost daily. Therefore, it will be interesting to conduct study on
brand identity and they way it can influence the purchasing decision of customers. The brand
identity can also be known s the face of the company. In this situation, brands assume a main part in
decision making for customers. There are numerous elements or traits of customers affecting their
opinion and choices (Wheeler,2017). A business brand identity can be determined through the way
their audience perceives the products and services which are offered and the personality of the firm.
In modern era there is increase in the competition in food industry, Consumers vary in their
recognitions; they would essentially hold diverse pictures for a particular brand and frequently need
to settle on a decision among a scope of items or brands in the market which is little or high. In such
conditions, their ultimate conclusion relies upon the image which arise in this mind related to
different brands. Brand identity is known as the collection of all brand elements which is developed
by company to portray the right image of itself to the customer. For instance, Nestle company
which has gain high reputation and so appealing in all over the world, when it is identified that, a
large portion of people would consider Nestle.
Brand image considered as an imperative idea for customer purchasing results and is a
critical factor impacting the acquiring of extravagance item of choice. Buil, Catalán and Martínez,
(2016) exhibits that the brand identity is important while making purchase because customers are
willingness to pay a premium price and recommend the brands to their friends, family etc. Hence,
when customers grasp a solid and useful brand identity, they will probably evaluate the product
positively, regardless of price.
For the present research food section is considered by scholar. To be successful in this
business, it requires different rules from non-luxury sector. Often, luxury customers are not
shopping based on price; in fact, they rather value the distinctive experience, taste and quality
(Piehler, King and Xiong, 2016). A specific brand is the subject of this research study. Nestle is a
world-renowned brand and generally considered as a brand that signifies high quality. The
connection within brand and consumer behavior has been focus in many researches in the past
years. The main purpose of this research is to explore the relationship between a reputed brand, its
brand image and the consumer’s attitude and alliance with it presenting a study of luxury brand
demand.
Besides the high-quality products division is especially picked in this investigation. To be
fruitful in a food business, it requires distinctive tenets from non-extravagance division. Regularly,

high class customers are not shopping in light of cost; in actuality they rather esteem the particular
experience, outline and quality (Coleman de Chernatony and Christodoulides, 2015).
The present research is based on explore the impact of brand identity on consumer purchasing
behaviour in food industry. Nestle is a widely commended mark and for the most part considered as
a brand that means high quality. The company inside brand and customer conduct has been focal
point of much research in the previous years. The principle reason for this research is to explore the
connection between a relationship between brand identity and customer purchasing decision.
The connection between image and buyer conduct will be researched while distinguishing
the significant parts of brand image that impacts the buyers' buying choice utilizing a contextual
investigation on the brand identity influences the customer decision of making purchase (Balmer,
2017). The investigation will likewise research and dissect the adjustments in the connection
between brand identity and purchaser' obtaining choice, while concentrating on the estimation of
the brand and build up the effect of brand picture on customer' perception about quality, esteem and
advantages of the item, general mentality toward the item, and choice to buy the item. Before
impacting buying decision of customers, it is important for firm to understand the difference
between brand identity and branding. Branding elements includes, a name of company, logo and
other key market differentiators. On the other side, brand identity incorporates the void of the brand,
core values, personality traits and visual aesthetic of the brand (Posner, Williams and Posner, 2015).
1.2 Research problem
Brand identity is known as the way business present themselves and wants to be perceived
by customers. Brand identity is different from brand image. It leads to significant influence on the
perception and attitudes of the customers in a positive manner. Brand identity has put impact on the
customers buying decision. It is essential for companies to ensure that it try to create good identity
in front of customers of their company so that their buying decision can be improved (Line,
Runyan, and Sneed, 2016). It is important for company to ensure that it create good image of their
brand in mind of customers so that at the time of making purchase they first prefer their firm. The
present dissertation is based on exploring the impact of brand identity on consumer purchasing
behaviour in food industry. It is important for Nestle to ensure that products which are sold by them
are of high quality. For an organisation it is important to understand how it can create reputed image
of brand in mind of customers. the present research will help in developing a knowledge related to
the elements of brand and they way they are impacting buying decision of customers.
1.3 Chapter structure
At the time on working a research subject, the scholar is need to take after a consecutive
example by sticking to a very much characterized and right structure. This structure can be shown

by following a progression of sections that can be attempted as a piece of the exploration
contemplate. The accompanying are the different parts:
Chapter 1: Introduction - This chapter will cover a clear-cut framework for the selected subject
matter. Overview of the selected topic will be provided in detail. Following this, aims and
objectives with the research problem will be described. In the end of the introduction chapter
research methods used for carrying out the research will be discussed in brief along with this
importance of the selected topic.
Chapter 2: Literature Review – Second chapter of dissertation will provide detailed outline of the
concept and importance of brand identity. Factors influencing buying behaviour of Nestle
customers will be identify. At last the impact of brand identity on purchase decision of Nestle
will be evaluated. This is the chapter which lay emphasis on covering the aims and objectives
of the investigation. It will be done through undertaking an assessment of the various research
conducted on the selected topic. Therefore, it will be based o the article and works published by
different authors.
Chapter 3: Research Methodology – Research methodology chapter covers different tools and
techniques which assist in carrying out research in a right direction. Along with this, validation
of the selected method will be provided. In the last of this chapter ethical consideration and
limitation related to the research and use of resources will be discussed
Chapter 4: Data Analysis and Findings – In fourth chapter of the dissertation, analysis of the
collected information will be done.
Chapter 5: Conclusion and Recommendations – It is the last chapter of the research that cover c
conclusion on the basis of primary and secondary findings. Further recommendation will be
provided for making improvement.
1.4 Focus and Purpose
The present research is conducted with the main purpose of exploring the impact of brand
identity on consumer purchasing behaviour in food industry with respect to Nestle. The purpose of
this research is to analyse the gap which is left by the previous scholar on the selected topic. There
are different types of researches which are conducted on the brand identity and its impact on buying
behaviour of customers (Black and Veloutsou, 2017). Further, direct relationship between two also
revealed by many researchers in their study. The focus of the present research will be on the way
brand identity can impact purchasing decision. In order to increase sales and profit of the firm
company need to understand different factors which can influence purchasing behaviour of
customers.

1.5 Aims and objectives
Aim: To explore the impact of brand identity on consumer purchasing behaviour in food industry-
A study of Nestle
Objectives:
 To understand the concept and importance of brand identity
 To identify factors influencing buying behaviour of Nestle customers
 To evaluate the impact of brand identity on purchase decision of Nestle
 To assess relationship between brand identity and customer purchasing behaviour.
 To recommend strategies for influencing customers purchasing decision through brand
identity.
1.6 Research question
Q1 What is the concept and importance of brand identity?
Q2 What are the factors influencing buying behaviour of Nestle customers?
Q3 What is the impact of brand identity on purchase decision of Nestle?
Q4 What is the relationship between brand identity and customer purchasing behaviour?
Q5 What are the strategies for influencing customers purchasing decision through brand identity.
1.7 Framework and analysis
This is a standout amongst the most imperative advances while gathering data from the
dependable sources with the goal that right choices could be made for touching base at appropriate
conclusions and proposals. The accompanying are the different strides in such manner:
Design of research: in order to gain depth information related to the selected topic scholar will used
descriptive research design.
Research approach – for the selected research topic inductive approach will be considered. It leads
to focus on moving from specific information to general. The present study is exploring the impact
of brand identity on consumer purchasing behaviour in food industry this will put identification of
impact of brand identity on buying behaviour and decision of customers.
Research philosophy – Interpretivism research philosophy will be considered by the scholar.
Techniques of research – In the present dissertation both qualitative and quantitative methods will
be undertaken by the scholar.
Method for data collection – The present dissertation is based on exploring the impact of brand
identity on consumer purchasing behaviour in food industry. Therefore, both primary as well as
secondary method will be considered by the scholar. In primary information will be gathered
from the customers of Nestle. On the other side, in secondary research books, journals and
articles will be undertaken by the scholar. In the study of literature work books, authors will
lead to form the basis of secondary information.

Sampling technique – For the present dissertation probabilistic sampling method will be selected on
the basis of nature of the study. With the use of random sampling method questions will be
asked from 50 customers of Nestle. Further, it is analysed that there are large number
Analysis of data: In order to analyse the collected information researcher will used qualitative
technique. Under this thematic technique will be consider by the scholar in which different
themes will be prepared on the basis of results.
1.8 Potential Significance
The present research is considered as essential in respect to develop a deep understanding on
the selected topic that is exploring the impact of brand identity on consumer purchasing behaviour
in food industry. With the help of this research it will become easy identify the areas in brand
identity which are impacting buying behaviour of customers. Hence, the present research will be
significant for the following area provided below:
 Food sector will get assistance from the present research. With the help of this investigation
they can easily make changes in their brand identity for increasing sales and profit.
 The present research will helpful for the academicians who are preparing for Ph.d in
developing depth understanding on the impact of brand identity on consumer purchasing
behaviour in food industry.
 At last with the help of this research companies can prepare an overview of the impact of
brand identity on consumer purchasing behaviour in food industry.

CHAPTER 2- LITERATURE REVIEW
2.1 Introduction
It is the most vital section of paper which fuse diverse sort of data. It helps researcher to
gather vast measure of data and apply the same keeping in mind the end goal to create substantial
result. Exhibit think about on investigation the impact of brand identity on consumer purchasing
behaviour in Nestle. It is useful for gathering of vast measure of information and in like manner
deliver legitimate result. The literature review is set up based on investigate point and goals
whereby it turns out to be anything but difficult to achieve set point and targets of the investigation
on ideal time. Aside from this, topics are set up based on explore point and destinations through
which all gathered data are exhibited successfully. In any case, different ideas identified with
chance administration and variables covers the impact of brand identity on consumer purchasing
behaviour.
2.2 The concept and importance of brand identity
According to the view of Desai and Ganatra, (2015) brand identity is known as the
collection of all brand elements which is developed by company to portray the right image of itself
to the customers. Before knowing about tangible elements for making a brand identity it is
important to know about the what the company is as a brand. To know about own brand, it is
important to consider few elements such as mission, values, brand personality, unique positioning,
and brand voice. These all elements help in defining brand and before starting building brand
identity it is essential to have clear understanding of each brand. According to Maraz, Eisinger and
Demetrovics, (2015) opinion brand identity incorporated of a core identity and an extended identity.
The core identity represents the timeline essence of a brand. It is known as mid of both the success
and meaning of the brand. It shows the reason why brand as been brought into existence. Brand is
known as the first word that people behind the brand may utter at the time when questions asked
from the for which the brand stands such as Johnson and Johnson-
Bennett, (2016) stated that brand identity lead to consist of twelve dimension which are
basically organised around four perspective that are as follows:
Brand as a product: One of the core element of a brand identity is known as its product
thrust which can affect the type of subordinate which are desirables and feasible. If a or product
class is strong than it means a brand can be recalled when the product class is in line (Kanimozhi
and Devi, 2015).
Brand as an organisation: Further next elements is known as brand as an organisation. If
brand is focused as an organisation attributes instead of products and services. Therefore, culture,
people, values lead to develop organisation attributes. However, quality and innovation can be

considered as product related characteristics (Goetsch and Davis, 2014). For other organisation it is
easier to copy the product bit they cannot copy the firm unique culture people and programs.
Brand as a person: Brand personality is known as essential area for study due to two
reasons: a strong brand personality helps in justifying higher price premium and it can be a key role
in differentiating a brand in a product. Further, Paulssen and Roulet, (2017) argued that brand as a
person perspective recommend a brand identity which is richer and enough interesting as compare
to the product-based attributes. However, a brand personality helps in creating a stronger brand in
different ways such as it assists in creating a self expressive benefit which becomes a vehicle for the
customers top express for an individual personality.
Brand as a symbol: A strong symbol lead to render a connection and structure for finding
out and making it much easier to acknowledgement and recall. Its presence can be reasoned as key
component of brand development and its absence lead to become significant handicap. Paulssen,
and Roulet, (2017) state that brand can be represent from anything such as symbol that lead to
include program for example the Ronald McDonald, nestle.
Wheeler, (2017) stated that business needs a unique brand identity because it is success of the
business. Through focusing on developing and involving brand identity a firm can set them
different from its competition. To build a brand identity is begin with self reflection. Before asking
from customers what they are thinking of the brand it is important to ask reflective questions from
itself that what is the brand identity of own company. it is important that company should know
about itself such as who are their ideal customers, how are there products different from competitor
and type of personality does the brand hold etc.
2.3 Factors influencing buying behaviour of customers
Buying behaviour of customers
According to the view of Buil, Catalán and Martínez, (2016), customer behaviour is known
as human responses in a commercial word. It can be stated that customer things and also buy these
products as per accordance to their basic needs and preference. The goods can be consumable,
durable, industrial etc. for instance it can be demonstrate as things which is buy and they it is
purchase and when with how much quantity is depends on individual perception’s. Black and
Veloutsou, (2017) indicated that consumer behaviour lead to involved the psychological methods
from which consumers go through in finding out needs and the way of resolving all these
requirements with the help of purchase decisions. For instance, before making purchase an
individual think about brand first.
According to the view of Wang, Yang and Yang, (2014)consumer behaviour can be defined as the
study of individual, group and organisation which use, buy and purchases goods and services to
satisfy they need and want. The marketer observes the behaviour of the consumer by seeing, what

type of product consumer want?, when the consumer buy the product?, tasty and preference of the
consumers and sees that how best to present the goods to the consumer, all these things are seen by
the sellers and it also references to the action of consumer in the marketplace and underlying
motives of consumer behaviour. This is known as consumer behaviour. The factors influencing
consumers behaviours are as following
Internal or Psychological factors
Author state that the buying behaviour of the consumer depend on the urge to buy for an individual
seek satisfaction of need and want of an individual. The internal factors mainly involved two factors
motivation and perception.
Motivation
The individual is willing to buy goods and service to satisfy there needs and wants. On their own
because they are willing to buy (Karimi, Papamichail and Holland, (2015). There are many types of
motivation like Biogenic and psychogenic etc.
Perception
In this, it focuses on human beings have five senses generally but they also have senses of direction,
senses of balance and the clear knowledge of information required by the brain and this factor also
influence the consumer behaviours.
Social factors
Govindan Rajendran and Murugesan, (2015) argued that, this factor of consumer behaviour
mainly focusses on social behaviours of the consumer. As there is human tendency by which human
being get influence by the people there are surrounded by and this also influences the buying power
of the consumer and they willingness to buy the goods and services, this also influence the market
conditions (Jalali, Ferreira and Meidutė-Kavaliauskienė, 2016.). The social factors which influence
consumer behaviour are family, references group, roles and status.
Cultural factors
Ferreira, Jalali and Viana, B.A., (2015) point out that cultural influence the behaviour of consumer
by the process of individual learning and what the individual has being learning while their growing
up process through there family or from any other institution, this factor large influence the
behaviour of any individual and also effect the choice, tasty and preference of the individual.
Cultural factors also involves occupation, cast, community they belong to, individuals behaviour
depend upon if they belong to same social class then they can have some similarity but if belong to
different social class then can have different choices. Cultural factors consist of sub-cultural, social
cultural etc.
Economics factors
Ambrose and Harris, (2017) stated that economic factors largely influences the consumer
behaviours of an individual. The consumer is willing to buy more goods and services, if they have

enough personal income within them, then only consumer will buy more goods and services. An
individual behaviour depend upon its economic factors also. These all the factors of consumer
affects the marketing condition of the market and also affects the demand and supply of the market .
So its very importance to see all the factors which influence the marketing conditions and consumer
behaviours. Economics factors involve personal income, individual income and income of the
family etc.
According to the view of Govers and Go, (2016), consumer purchasing behaviour, refers to
all those activities related with purchasing, using and disposal of goods and services by individuals,
groups or organisation in a market place. Consumer's attitude, needs, preferences and decisions
before buying any product is their buying behaviour. Consumer behaviour involves: Purchasing activities: the buying of goods or services, how customer uses these products or
services. Assessing goods and services and methods of payments. Consumption activities: - this activity is concerned with the usage or consumption of goods
or services purchased.
Disposal activities: These activities involve that how the consumers dispose the purchased products
and packages (Raheem, Vishnu and Ahmed, 2014).
There are different types of purchasing behaviour:
Complex purchasing behaviour: when the consumers want to buy something in a market place but
there are many differences in various brands then it is known as complex buying behaviour
(Oladepo and Abimbola, 2015). Consumer must collect all the required information from the
marketer about all the features of the product before buying.
 Variety seeking: - due to the variety of the products in the market consumers buy different
products. Like they buy different types of soaps just for variety.
 Dissonance purchasing behaviour: here consumer buys some products quickly as there are
no differences between brands.
 Habitual buying: In this the consumer is familiar with several types of products available in
the market. The buyer doesn’t think much while buying as is already aware of the product.
Characteristics Affecting Consumer Behaviour
According to the view of Keller, (2016) there are certain characteristics which lead to
influence the purchases of consumers which are internal influences and external influences. For an
organisation it is important to understand different factors which can influence customers behaviour
before creating brand identity. While understanding the concept of brand personality can assist
companies in developing and maintaining relationship with customers. Rosenbaum-Elliott, Percy
and Pervan, (2015) argued that there are three modes of brand on customer behaviour such as brand
identity like a vehicle which help in expressing functional benefits of a brand. Therefore, with the

help of brand identity, functional benefit of the firm can be advocated. Hence, it can be stated that
brand personality served as a vehicle that shows product related benefits and brand attributes in
front of customers. It leads to serve as important chunk for the functional benefits of a product. All
the information information related to the brand is revealed that help customers to make appropriate
purchase decision. Rosenbaum-Elliott, Percy and Pervan, (2015) state that next mode of brand
personality is known as reflective symbol of the self of the customers. brand is mostly used by
customers as medium. The personalities of customers can be reflected through consumption and
selection of different brands. Mostly a brand selection is done on the basis of the way it is aligned
with the customers personality. According to the opinion of author customers used to make
purchase on products which lead to provide certain meaning. The meaning of brand can be
considered as most important factors while making a purchase decision. Therefore, to become
successful it is important for a brand to differentiate their products, develop symbolic meaning
which establish connection. the “The brand must be capable to satisfy the consumer’s desire for
sensory pleasure and cognitive simulation generates an emotional value”.
According to the view of Jalali, Ferreira and Meidutė-Kavaliauskienė,( 2016).
Consumer behaviour is a combination of attitude, preference, intention and decisions that a
consumer take at the time of making purchase. Purchasing power can be defined as the capacity of
an individual to buy a product or a service with the given resources and money. Consumer's
purchasing power plays a crucial role in analysing the purchasing power. Before making any
purchase of good and services, the consumer is going to identify his capabilities, purchasing power
and utilities. Want satisfying power Purchase of an individual depends upon the income and the rate
of inflation and deflation in the market. If their product is ideal according to customers but it could
not meet the customer satisfaction then the product or service is of no use as it is not fulfilling the
needs and wants of the customer.
Brand conversation on social media influence customers buying decision
Social media is much more than just about conversations, it is about commercialism. Social
factors are an important part in buying habits of consumers. But the presence of social networks and
smart phones have to new heights. By studying the minds of consumers, social media has improved
the way companies in market group their customers. It has been noticed that:-
 60% of customers started following a retailer actively through Facebook or retail blog.
 Approx. half of the responders were desperate on keeping an eye on product which updates
through social media.
 60% of shoppers love to purchase from Facebook directly.

Various studies proves that social media has changed consumers mind. Online customers can no
longer be positioned into “stereotyped category”. Our research on consumer behaviour shows that
youngster are more likely to buy from such online channels such as twitter, Instagram or Facebook.
Nowadays social media have a wide range of audiences that like to spend more time in posting
reviews regarding to various products and services. Trust in social media has now increased in
recent years to a great extent. This current trend of using social media for buying products by
customers, will be one of the important factor for driving shoppers in future as well.
2.4 The impact of brand identity on purchase decision of Nestle
According to Piehler, King and Xiong, (2016) customer purchase decisions greatly
influenced by the brand identity. Branded products more efficiently able to attract the consumers as
compared to generic products. In the present era, with the rapid increase in internet accessibility and
frequent changes in trends, consumers now prefer to use branded and quality products. Coleman de
Chernatony and Christodoulides,( 2015) elucidated that in order to sustain in the competitive
environment, it is essential and important for the management of business organisation to make
redundant efforts to improve their brand image. Now consumer can access to the information about
the organisation can compare it with other brands and evaluate it efficiently. The final decision is
made on the basis of result generated after evaluation. Balmer, (2017) argued that brand identity
does not guarantee the success of the organisation. In today's global business environment,
competitors and new ventures are increasing rapidly affecting the sustainability of business
organisation. In order to survive in this environment, brand need to focus on all the factors which
influence customer buying behaviour. It is equally important and rudimentary for the organisation
to focus on all the aspect which affects the purchase decision making of consumers. Posner,
Williams and Posner, (2015)straightforwardly said that indeed brand identity lays positive impact
on the purchase decision making of consumers. Consumers who opt for brand pay more than the
substitute just because of the quality and durability of the product. Brand identity enhances the
productivity and profitability of the organisation and thus directly affects the purchase decision
making of consumers. Line, Runyan, and Sneed, (2016) brand identity and promotional activities
are inter related with each other and brand that uses optimum method of marketing tends to have
higher number of customer base. It can be alternatively said that brand identity puts direct influence
on the customer purchase decision making process and thus enhances the growth and development
of the organisation.
Raheem, Vishnu and Ahmed, (2014) Brand elements are known as devices which can be
trademarked and help in identifying and differentiating the brand. For an organisation it is important

to ensure that brand elements are slogans, symbols, logos and character which lead to shape the
brand identity. Further, it also helps in easily recognising by customers.
Logo
Slogans Good food good life
Name Nestle
URL https://www.nestle.com/
A company brand identity A company brand identity
symbols
Oladepo and Abimbola, (2015) defined that branding is immensely essential for any type of
business. Such aspects like instant recognition, it can easily tilt decision of customers in favour of
the product.
Brand alter buying intention
According to the view of Oladepo and Abimbola, (2015), a strong brand can influence customer
behaviour favourable. For examples there are two types of products with same features and
characteristics. One is of own brand and other one is not, in such situation customer mostly prefer to
the brand product. It is because brand have follower ship and they build trust over a time. At the
time when customers look their friends or family using a same brand product too, they can easily
recognize their different products of the particular brand which is used before. It helps them in
making a purchase decision without much thinking of different companies. Kladou, Kavaratzis and
Salonika, (2016) signifies a brand is the identity element that a company decides for its products or
services. Branding is important for any business. Branding allows companies to differentiate their
business from others. Also, it helps to motivate loyalty of the customers. Consumers look for
features in a brand that match to their needs and wants. Consumers behaviour depends on few
factors that need to be considered in few industries.

According to the view of Alwi, Ali and Nguyen, (2017) Buying decision of what to purchase from
a consumer's view depends on what satisfies them. A brand creates a unique personality for a
business, and therefore attracts a different type of customer. Most importantly, branding is based on
frequently rewarding the confidence and providing the expected emotional response. If a company
maintains brand equity and quality, it will have fantastic advantage over consumers as compared to
other companies. A brand logo is a merchandising asset. Through branding, instant recognition is
received. Brands have the ability to create relationship between a company and its customers.
producer and supplier because of its reputation and loyalty.
Changing brand elements usually put negative impact on customers perception 150-200
Brand packaging is an essential tool to provide guidance to the customers choice. From a
psychological appearance; branding on packaging gives to main purposes: it guides customer's
attention to particular brands and it helps consumers to find well-known brands. The impact of
changing brand elements influences the customer's buying behaviour. The studies suggested that by
reducing the logo size on packages impairs customer's power to recognise a brand for they are
looking. Moreover, by increasing the size of labels displaying on packages might affect consumers
behaviour. Studies also show that the impact of copying branding or copy cat branding may affect
consumer's choice. In cases, where there is a well known brand which display with a copycat
grocery store brand, customers will lose their interest in buying those products. These copycat
branding might distract or may create confusion in customer's mind and may affect their ability to
find an established brand for which they are looking for.
style, colour, durability factors of brand are important while making purchase 150-200
The consumer's buying behaviour depends on different factors such as; style, colour, quality,
name, etc. some of them are discussed below:-
 Name :- famous names of brands create product benefits and leads to higher advertisements
benefits as compared to non famous names. Customers prefer to trust bigger and famous
brand names. The brand names and their pictures attract customers to buy that particular
brand.
 Product quality :- quality of the product i.e. its features must satisfy and meet customer's
satisfaction level. The Best product quality leads to repeat customers and hence there will
be repeated sales. Material is very crucial in product quality as it affects the feel, texture and
other aspects of it.
 Style :- visual appearance of a product is it style which consists of line, drawing and details
impacting consumer's view towards a brand.

 Price :- it is the most essential part of product for average for the costumers. Consumers
with greater band loyalty are glad to pay a premium value for their favourite brand.
Consumers have a strong belief in the product price of a particular brand.
2.5 Relationship between brand identity and customer purchasing behaviour
According to the view of Campelo, Aitken and Gnoth, (2014), brand identity plays
significant role in among customers in order to make purchase decisions. For example, there are
most of the shoppers who prefer to purchase new products from familiar brand. Brand image is also
known as opinion of customers confidence in related to quality of products which are offered to
customers. Therefore, it is stated that at the time when consumers think that firm has a consumer-
oriented perspective, that customers have sureness in the brand over the image of the brand which is
possessed by the firm. Brand trust is known as market-based assets which are consistent.
Branding at last fills in as a flag. It enables purchasers to rapidly perceive an item as one
they know about or one they like. It goes about as a memory signal, enabling buyers to recover
applicable data from memory. This data might be about past understanding of the brand, mark
observations or brand affiliations. The data we have put away about brands is pivotal in directing
our choices (Cleave, Arku, and Gilliland, 2016). Branding has turned out to be a standout
amongst the most essential parts of business methodology. Branding is vital to making client
esteem, not simply pictures and is likewise a key instrument for making and keeping up upper hand.
Marking is the way toward making a relationship or an association between an organization's item
and enthusiastic view of the client to generate isolation among rivalry and building unwaveringness
among clients. Brand administration is the vital piece of all encompassing advertising (Koporcic,
Ivanova-Gongne and Törnroos, 2018). It is, as we would like to think, a particular zone of
showcasing, which utilizes uncommon methods keeping in mind the end goal to build the apparent
estimation of a brand. Marking and brand-based separation are intense means for making and
maintaining upper hand.
As indicated by Line, Runyan, and Sneed, (2016) earlier research has analyzed contrasts in
how shoppers see and assess brands, for instance, through examining brand value, mark identity and
brand expansions. All the more as of late, analysts have noticed that buyers contrast by they way
they see marks as well as by they way they identify with brands. This line of research has
recommended that individuals at times frame associations with brands similarly in which they shape
associations with each other in a social setting. Marking has turned out to be a standout amongst the
most critical parts of business methodology. Marking is key to making client esteem, not simply
pictures and is likewise a key apparatus for making and keeping up upper hand (Vyas, 2015).
Exercises inside brand administration empower to manufacture faithful clients through positive

affiliations and pictures or a solid attention to the brand. Brand picture is the key driver of brand
value, which alludes to customer's general discernment and feeling about a brand and has an impact
on shopper conduct.
According to the view of Cho and Fiore, (2015) a company brand identity is how that
business wants to be perceived by consumers. The components of the brand are name, logo, tone,
tagline and typeface, which are created by the business to reflect the value of the company is trying
to bring to the market and to appeal to its customers. Brand identity is how business represents itself
to its target customers. In order to survive in global competitive environment it is important for the
management to focus on developing robust and effective brand identity. It is considered as the
message which the consumer receives from product, person or thing. Brand identity represents the
organisation and it connect product recognition.
Wheeler, (2017) indicate the motive of establishing brand identity is to gain customer attraction so
that the productivity and profitability can be enhanced. The essential element in branding is the
clarity of what has been offered to the customers. It describes the expected results of product or
individual. In short brand identity is considered to be essential element of the organisation. It act as
magnet for attracting customers. Brand identity can be develop by providing quality products to the
customers. More customer satisfaction will results in improving the brand identity. Ambrose and
Harris, P(2017)described that consistency is very important when it comes to build unique identity
of brand. Management needs to focus on developing consistency so that messages can be reached to
customers and they can be informed about the particular brand. It helps the organisation to gain the
competitive advantages which is very essential to sustain in the market economy.
How to build a strong brand identity
According to the view of Black and Veloutsou, (2017) there are few elements that has to be kept in
mind such as
 what is company mission
 what are company beliefs
 what is the vision of organization
 How company communicate brand to others
 how different is brand image and product and services from that of competitors?
Steps to be kept in mind to build a consistent brand image are:-
 Analyze the company and market
 Identification the situation that would be required to achieve goals and aims.
 Determination of business goal
 Identification of the potential customers who are going to purchase product

According to the view of Goetsch and Davis, 2014) the well-off of your product or service
all depends upon the consumer they can make you and can break you too. A consumer will depend
largely upon brand identity rather than on the product. It takes years to build a brand identity in the
customers mind. Kanimozhi and Devi, (2015) that if the income of the purchaser is high he would
have a good purchasing power and would prefer to buy the goods which are luxury, branded and
help him to maintain status in the society. And the time of deflation when the purchasing power of
the customer is low he would prefer inferior or non-branding goods.

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology reflects the structure of the dissertation. As per the investigation
perspective it is considered as the skeleton of the research which reflects the framework of the
study. In dissertation it is third chapter which provide detail explanation of tools and techniques that
help in carrying out research in appropriate path. In order to attain the aims and objectives of the
investigation, it is essential for the scholar to select precise methods of research. The present
dissertation is based on the impact of brand identity on consumer purchasing behaviour in food
industry therefore various methods of data collection, analysis is explained in detail.
3.2 Research philosophy
Research philosophy is the concept and idea and belief of the scholar which help in
gathering and analysing the information systematically (Mebius, Kennedy and Howick, 2016). As
per the Saunders research onion it is the first part which is considered in research. It is divided into
4 types; positivism, realism, interpretivism and pragmatism. Generally, positivism is that which
focus on carrying the study in which all the objectives are measured. However, al the false facts
which are involved in it can be eliminated with the support of this research. It is conducted in
structural way that lead to enables to combine the logical aspect and emphasise on experimental
observations (Wright, Wahoush. and Jack, 2016). On the other side, interpretivism lead to
emphasise on subjective part of the research. It lay focused on use of various theories and models
which are related with the subject matter.
The present research is focused on the impact of brand identity on consumer purchasing
behaviour in food industry, therefore to attainment of goals and objectives scholar has selected
interpretivism philosophy. It is socially constructed, multiple understanding philosophy (Winit‐
Watjana, 2016). The reason for selecting this philosophy is that it will assist the investigator to
collect the primary information and analyse it in an effective manner. Hence, it will support in
attainment of the goals and objectives of the study.
3.3 Research strategy
Research strategy is known as the plan which is prepared by the scholar in respect to
attained the goals and objectives (Creswell and Poth, 2017). These plans will help in determining
the flow of research with the help of methodologies that has been implemented by the scholar.
There are two types of research strategy that are qualitative and quantitative. Qualitative research is
a type of research methodology which emphasise on the theories and the models that assist in
developing understanding related to the objectives in an effective manner. On the other side,
quantitative is the type of strategy which help in making proper analysis of mathematical and

statistical approach. (Kerr, Eckert and Wandwabwa, 2016). This research helps in collecting
information which the support of analysis and measures which are carried out with through
statistical tools and techniques. However qualitative help in developing depth information on the
selected topic.
The present research is based on the impact of brand identity on consumer purchasing
behaviour in food industry. Therefore, qualitative strategy is considered by the scholar which help
in carrying out entire research in theoretical framework. further it will help in collecting and
interpreting large amount of information in non-numerical form (Edson, Henning and Sankaran,
2016). As compared to quantitative method, it focuses is on collecting information through different
sources.
3.4 Research approach
Research approach is known as the plan and procedure that consist of the steps of broad
assumptions in detailed method of data collection, analysis and interpretation (Tight, 2016). The
selection of the research approach is done on the basis of nature of research problem being
addressed. It is divided into two categories that are data collect and analysis.
Figure 1: components of research approach
(Source: Datt, 2016 (https://www.projectguru.in/publications/selecting-research-approach-
business-studies/))
The present research is based on qualitative nature, therefore inductive approach has been
adopted by the scholar for analysing the collected information. It is also known as inductive
reasoning that begin with the observations and theories which are planned towards the end of the
investigation procedure as a outcome of observation. However, deductive approach is applied at the
time when scholar is willing to present all the information from specific to general. Along with this
it leads to focus on existing theories in context to the selected topics (Toye, Williamson and Lamb,
2016). Reason for selecting inductive approach is because it does not imply ignoring theories at the

time of formulating objectives and research questions. Hence, adoption of this approach helps in
presenting all the collected findings in a systematic manner.
3.5 Research design
It is known as the plan that will help researcher in responding the research questions of the
study in an effective manner. It is not mandatory in the dissertation but it help in understand the
questions that are set for the study to gain appropriate answer. Research design is also considered as
blue print to gather and analyse the information.
Three kinds of research design are known as descriptive, exploratory and explanatory.
Descriptive research design is that which considered all the theoretical aspects which are useful for
making investigation efficient (Cooper, Desjardins and Croll, 2016). Furthermore, exploratory
research design is conducted at the time when problem has not been studied more clearly. It relies
on different techniques such as secondary research, informal qualitative approaches etc. However, it
does not lead to provide final and conclusive answers on the research questions but investigate the
research topic at different levels of depth.
For the present research, descriptive research design is considered with the aim of shedding
the light on issues with the help of data collection process. Furthermore, it also assists in describing
the population which is covered in the study. It is important for those subjects in which descriptions
can provide and attains end result (Bathelt and Glückler, 2017). It helps in gaining knowledge of
brand identity and its impact on purchasing behaviour of customers. This design does not only help
in reducing the efforts of scholar but help in accomplishing research in an effective manner.
Therefore, with the help of descriptive research design scholar can easily gain depth
understanding in context to the selected topic. it is considered as effective design because with the
help of this crucial factual data and information can be gathered through different sources. Hence, it
is implying that descriptive research design is recommended to complete the investigation which is
based on theoretical information.
3.6 Data collection method
Data collection is referred to the process of collecting and measuring information in order to
reach the valid of outcomes of the proposed aims and objectives of the research (Peter, Werner and
Alavi, 2017). It helps in collecting large amount of information from various sources for making
research highly reliable and valid. Two essential method of data collection are known as primary
and secondary. In primary information is gathered from new sources and it is considered as fresh
information. Different tools for collecting primary information are known as survey, observation,
interview etc. on the other side, secondary information is that which is not new and already
published in books and other places. This is also considered as second-hand information. To collect

such information, different books, articles, websites etc can be used by the scholar. The present
research is based on the impact of brand identity on consumer purchasing behaviour in food
industry. On the basis of nature of research both primary as well as secondary method is adopted by
scholar. Here primary information is collected through survey method. Under this question are
asked from customers of Nestle company. At the same time, secondary information is gathered
through articles, books and journals, websites etc. However, there are some benefits of primary data
collection method such as it helps in gaining specific information on the selected topic. further
researcher can also change the course of study whenever they want and select platform for
observations which is well suited for projects (Médici and Allen, 2016). However, some of its
limitation can be that ask for huger expenses as compared to secondary research. The procedure is
more time consuming and its audience may not always feasible. Reason of selecting primary
method is that it helps in collecting new information which make research more specific and
effective. However, secondary information will help in supporting these findings of the research to
make it reliable and valid.
3.7 Sampling
Sampling is known as the process of selecting small proportionate of data from large pool of
information. It is considered as essential process which assist in collecting the information
efficiently and adequately. Two kind of sampling methods are probability and non-probability. In
probability each population member has zero chance of being selected. Further, it is comprising of
different sampling techniques; random sampling, stratified sampling etc. on the other side, non-
probability sampling technique is that in which not all members can chance of being selected (Attar,
Haghighat. and Ghassemi, 2016). In addition to this, the problem of sample size is ambiguous and
required to reflect a wide range of research specific factors in all cases. For the present research
random sampling method is selected. Here, 50 customers of Nestle are selected through random
sampling method in order to gain large amount of information. Rationale for selecting customers is
that they are highly influenced from the brand identity while making purchase decision. Hence, with
the help of them information related to the way they make purchase decision and role of brand
identity in their decision can be explained. Apart from this, one of the great advantage of random
sampling method is that it need only less knowledge of the selected group population. Further, it is
free from population and it provide equal chance of getting selected. One of the major disadvantage
of this random sampling method is that it cannot be employed at such place where units of the
population are heterogeneous.

3.8 Data analysis
Data analysis is known as the process through which all the primarily gathered information
can be analysed in a systematic manner. It will help in converting raw data in a meaningful
information. Two data analysis techniques are known as qualitative and quantitative. Quantitative
data is a method of turning raw numbers into meaningful information through the application of
rational and critical thinking’s. It leads to include calculation of frequencies of variables and
difference between variables. It is basically considered at the time of when findings are associated
with supporting or rejecting hypothesis which have formulated in the early stages of research
process. Under this there are different tests are applied such as descriptive, Chi-square, T-test etc.
on the other side, qualitative technique is referred to the non-numeric information such as interview
transcripts, image etc. Thematic technique can be considered for analysing the information (Raynor,
Ayubcha and Alavi, 2017). The present research is based on the impact of brand identity on
consumer purchasing behaviour in food industry, therefore as per the nature qualitative technique is
considered by the scholar for the present research. In this different themes and charts are prepared
on the basis of results and interpretation is done. It is considered as effective techniques in respect
to present the information in a systematic manner.
3.9 Ethical consideration
At the time of carry out research it is important for scholar undertake ethical consideration
so that scholar. Firstly, while conducting survey it is important to take prior permission from the
firm. Along with this, no participants should be forced to take participate in research. All the
reasons for conducting the investigation should be made clear in front of them so that appropriate
answers can be gain from them. Furthermore, researcher should ensure that all the personal
information which is provided by client is kept confidential so that chances of misuse can be
avoided (Muriana and Vizzini, 2017). Regarding this, it is important to have proper system in
which all the personal information can be kept. After a fixed period of time, information should be
destroyed by the researcher. Apart from this at the time of collecting secondary information it is
important for scholar to ensure that information and data is collected from authentic sources.
Further all the data cannot be used as it is because of chances of plagiarism can be occurred. All the
findings should be cited from authentic sources in order to make it authentic. At last all the
collected reference should be of recent years and collected information should not be shared with
anyone. In order to avoid ethical issues proper division is done of the activities which have to be
considered by each of the scholar.

3.10 Limitation of the study
At the time of conducting a study there are different types of limitation which can be faced
by scholar. For the scholar, it is important to overcome limitation through adopting focusing on the
below provided limitations:
Aim and objectives: It is known as the base of the investigation which is essential to conduct the
study. The scholar should take appropriate step for proper analysis of the research in an effective
manner (Mammen, Norton and Butz, 2016). In relation to this, aim and objectives should be
formed systematically. If these are not carried out in proper manner then researcher may fail to
focused on the study. Therefore, aims and objectives should be formulated properly.
Selection of methodologies: To conduct a research there are different tools and techniques which are
need to be adopted. At the time when all the methodologies are not selected properly then it can
negatively impact the investigation. There are different sources from where data can be collected
(Hwang, and Anzai, 2016). Therefore, researcher should be careful while making selection of data
collection method. Further it can be stated researcher should be careful while making selection of
respondents for survey.
Limitation of time: There are different time of activities which are require to be completed on
provided time. As delay in one activity can affect the other activities. Hence it is important for the
scholar to ensure that all their activities are completed within the scheduled time.
Limitation of resources: With every activities there are certain set of cost associated. Therefore it is
essential to do proper planning in order to complete all the activities in minimum cost (Landau,
Mitnik and Lev-Ari, 2016). Along with this all the collected information need to evaluated in a
proper manner in order to get appropriate outcome.
Getting information: For collecting the information 50 customers were selected of the Nestle
company. it is important to provide appropriate time for gaining information from respondents in
order to gain adequate amount of information.
3.11 Reliability and validity
For raising the reliability and validity of the research there are different aspects should be
undertaken by the researcher (Kalra, Phadnis and Joshi, 2017). Therefore, with the aim of
conducting the study in effective manner it is important collect the appropriate data form authentic
sources. Reason for doing this is that all the copyright protected information lead to provide highly
reliable information which help in deriving suitable solution of the problem. Apart from this,
secondary information which is collected should in context to the stated aims and objectives. There
are different these which are prepared by the scholar which help in directly addressing aims and

objectives. Therefore, this aspects reflect that all the collected information is suitable and in context
to the selected topic. further, all the latest books and journals are taken into consideration by the
scholar with the aim of gaining information related to the brand identity and its aspects (Abidin,
Rusli and Khan, 2016). There are different research tools which are employed by the researcher are
highly reliable. Considering this, interpretivism philosophy and inductive approach is used by the
investigator. All the gathered information is analysed with the help of this techniques.

CHAPTER 4: DATA ANALYSIS
4.1 Introduction
At the time when all the information is collected then it needed to make use of right systems
so that it become easy to understand the requirements in an effective manner. Along with this, it
also assists in identifying appropriate outcome from the views of responses which are provided by
customers. Moreover, questionnaire method is used by the researcher and accordingly themes are
prepared based on results. For analysis qualitative technique is adopted by researcher in order to
gain information regarding customers opinion in detail. at last of the chapter discussion will be done
on the basis of the results and it will be linked with secondary research to make research stronger.
4.2 Thematic analysis
It is known as one of the effective technique which help in analysing the subjective
information relevant to the subject. It includes various themes, charts and graphs which help in
accomplishing the objectives of the research.
Theme 1: Gender of the participants
1. What is you gender? No. of
participants percentage
Male 20 40
Female 30 60
Total 50 100
Interpretation and analysis: From the information collected, it has been found that all of the
respondents answered and among them 30 are females and 20 males. It shows 10% difference
between both and there is no missing data for these variables. Therefore, at first the survey results
show that gender of the respondents which help in predicting and estimating the difference in
degree of consumer influencing branding factors among men and women.
Theme 2: Most of the respondents fall in between age of 35-35

2. Which of the age category do you currently
fall under? No. of
participants percentage
18-24 10 20
25-35 20 40
36-45 15 30
45+ 5 10
Total 50 100
Interpretation and analysis: According to the collected information, it has been found that when
question is asked related to the age category in which each customer falls, out of 50, 10 said 18-24,
20 replied 25-35, 15 said between 36 to 45. However, remaining 5 are above the age of 45. It can be
analysed that people of different age group have different perception and views toward making
purchase of products of any brand. Most of the customers fall in between the age of 25 to 35.
Considerable lower percentage of customers belonged to 45 or above age. Hence, this question
assists in understanding certain age group who react and perceived a brand identity.
Theme 3: Customers aware about Nestle brand
3. Do you aware about Nestle brand? No. of
participants percentage
Yes 35 70
No 15 30
Do not know 0 0
Total 50 100

Interpretation and analysis: The data collected from primary sources highlights the fact that
customers are aware about nestle brand. When question asked regarding brand awareness out of
50, 35 respondents state that they know about Nestle brand. However, remaining 15 replied that
they do not have much knowledge about Nestle company. Hence, it is analysed that most of the
customers are aware about nestle company and its brand image in market. It may be possible that
they make purchase from such brand so they know about it.
Theme 4: Mostly customers make purchase from Nestle
4. How many times you make purchase from
Nestle? No. of
participants percentage
Mostly 25 50
Infrequently 10 20
Not make purchase 5 10
Do not know 10 20
Total 50 100

Interpretation and analysis: The information collected from 50 customers of Nestle reflects the
fact that they used to make purchase because of brand identity. There are 25 customers who make
mostly purchase of products of Nestle, while 10 infrequently. They said there are many different
types of products which are sold by Nestle and they prefer them mostly as compared to other brand.
It is because brand has make unique identity in market due to which strong trust was built in their
mind. Furthermore, 10 among then do not know they used to make purchase of nestle product or
not. However, remaining 5 do not make purchase. It is analysed that most of the customers are
aware of company and its product and they used to make purchase because of brand image in
market. Hence, it is analysed that customers of Nestle mostly make purchase of their company
product as because they have some unique brand image in market.
Theme 5: Nestle brand can recognise from its logo
5. Do you can recognise Nestle brand from its
logo? No. of
participants percentage
Highly agree 20 40
Agree 10 20
Neural 5 10
Disagree 10 20
Highly disagree 5 10
Total 50 100
Interpretation and analysis: According to the collected information, it has been found that out of
50, 20 are highly agreed and 10 only agreed that Nestle brand can recognise from its logo. It can be
said that they mostly used to purchase nestle product so they know about its logo and easily
recognise it. At the time when customers look at the logo they instantly recognise the brand and its
other products which is used by them before. On the other side 10 are highly disagreed and 5 only
disagreed with the given statement. However, remaining 5 do not know about it as they are not
agreed neither disagreed with the above question. Hence, it is analysed that Nestle logo is effective

in respect to create brand awareness among customers. Company can easily ensure that customers
identified their product with logo and make purchase instead of getting confused with other brand
while making purchase.
Theme 6: Negative branding element affect choice of purchasing a product or service
6. Does negative branding element affect your
choice of purchasing a product or service?” No. of
participants percentage
Highly agree 15 30
Agree 20 40
Neural 0 0
Disagree 5 10
Highly disagree 5 10
Total 50 100
Interpretation and analysis: The aforementioned graph bring forth outcome that out of 50, 15 are
highly agreed and 20 only agreed that negative branding element affect their choice of purchasing a
product or service. They said negative brand image lead to create negative thinking about products
in their brand due to which they avoid purchasing from them. On the other side 4 are highly
disagreed and 5 only disagreed with the given statement. As they think that products quality more
matter then image of the brand. Hence, it shows that different customers have different opinion
while making purchase of products and services.
Theme 7: Trustworthiness Nestle brand attributes matters the most page 8
7. Which Nestle brand attributes matters the
most? No. of
participants percentage
Trustworthiness 20 40
Creativeness 10 20
Intelligence 12 24
Authenticity 8 16

Total 50 100
Interpretation and analysis: When question asked from respondents regarding the Nestle brand
attributes matters them most out of 50, 20 said trustworthiness, 10 replied creativeness, 12 think
intelligence and remaining 8 stated authenticity. It clearly shows views and opinion of customers
related to brand attributes. It can be analysed that trustworthy brands are honest and transparent due
to which customers prefer to make purchase frequently from those brands. further it can be said that
if Nestle brand focus on these all factors then they can easily make its unique identity in market.
Creating trust among customers help in increasing sales and influence them to stick with the same
brand. there
Theme 8: Customers use to make purchase of new product from familiar brand
8. Do you use to make purchase of new
product from familiar brand? No. of
participants percentage
Highly agree 12 24
Agree 18 36
Neural 6 12
Disagree 4 8
Highly disagree 10 20
Total 50 100

Interpretation and analysis: According to the collected information, it has been found that out of
50, 12 are highly agreed and 18 only agreed that they use to make purchase of new product from
familiar brand. when trust is built by brand and customers become familiar then they used to make
any new product without thinking much more about it. On the other side 4 are highly disagreed and
10 only disagreed with the given statement. However, remaining 6 do not know about it as they are
not agreed neither disagreed with the above question. thus, it is analysed that customer make
purchase of familiar brand without thinking again the again as because they are aware of products
and services and they its quality and quantity.
Theme 9: Nestle Brand conversation on social media influence customers buying decision
9. Does Nestle Brand conversation on social
media influence your buying decision? No. of
participants percentage
Highly agree 17 34
Agree 13 26
Neural 2 4
Disagree 8 16
Highly disagree 10 20
Total 50 100

Interpretation and analysis: By doing primary investigation it has been assessed that out of 50, 17
are highly agreed and 13 only agreed that Nestle Brand conversation on social media influence their
buying decision. they stated that social media help gaining information which product of Nestle is
more better. Along with this their query related to product also get solved on time on Facebook and
other social networking sites. On the other side 8 are highly disagreed and 10 only disagreed with
the given statement. It may be because they do not much use social networking sites and maybe
they prefer to make purchase of product based on quality aspect only. However, remaining 2 do not
know about it as they are not agreed neither disagreed with the above question. Hence, it is analysed
that company can focus on making purchase of products and services if company used to show their
strong presence on social networking sites and communicate with them regularly. from the literature
review findings, it is analysed that various studies proves that social media has changed consumers
mind. Online customers can no longer be positioned into “stereotyped category
Theme 10: Quality motivates to buy the product of a Nestle brand
10. What motivates you to buy the product of a
Nestle brand? No. of
participants percentage
Quality 25 50
Packaging 15 30
Prices 5 10
Any other 5 10
Total 50 100

Interpretation and analysis: According to the collected information, it has been found that out of
50, 25 said that quality is the aspect which motivates them to buy the product of a Nestle brand.
further 15 said, packaging, 5 prices lead to motivates them. However, remaining 5 replied that
others aspect of nestle brand motivates them to make purchase. Hence it is analyzed that customers
make purchase of products and services based on different aspects but mostly prefer quality. If
company have good image in market and it do not focus on quality then customers can easily switch
to other brand products and services. Thus, Nestle company should focus on various aspects of
products and services and brand identity for creating a good image in market and to gain
competitive advantage.
Theme 11: Purchase is depended on brand image rather than the product itself
11. Does you purchase is depended on brand
image rather than the product itself? No. of
participants percentage
Highly agree 15 30
Agree 10 20
Neural 5 10
Disagree 8 16
Highly disagree 12 24
Total 50 100

Interpretation and analysis: The aforementioned graph bring forth outcome that out of 50, 15 are
highly agreed and 10 only agreed that purchase is depended on brand image rather than the product
itself. according to their view brand image should play significant role with the product quality
while making decision. they not only focus one aspect but if all the other branding aspects are
effective then they make purchase. On the other side 8 are highly disagreed and 12 only disagreed
with the given statement. However, remaining 5 do not know about it as they are not agreed neither
disagreed with the above question. Hence, branding affect buying decision not only the product
quality as because customers like to show up their products through brand name.
Theme 12: Satisfied with the product and services of Nestle
12. Are you satisfied with the product and
services of Nestle? No. of
participants percentage
Highly satisfied 12 24
Satisfied 20 40
neutral 7 14
Dissatisfied 5 10
Highly dissatisfied 6 12
Total 50 100

Interpretation and analysis: According to the collected information, it has been found that out of
50, 12 are highly satisfied and 20 only satisfied with the product and services of Nestle. As they
stated that Nestle is one of the highly recognised brands in all over the world as because of its
image, quality etc. therefore most of the customer used to purchase their company products and
services. On the other side 6 are highly dissatisfied and 5 only dissatisfied with the given statement.
However, remaining 7 do not know about it as they are not satisfied neither dissatisfied with the
above question. it can be said that Nestle brand had gain competitive advantage and now their
products are purchased by most of the customers in all over the world.
Theme 13: Changing brand elements usually put negative impact on customers perception
13. Changing brand elements usually put negative
impact on customers perception?
No. of
participants percentage
Highly agree 15 30
Agree 12 24
Neural 5 10
Disagree 8 16
Highly disagree 10 20
Total 50 100

Interpretation and analysis: According to the collected information, it has been found that out of
50, 15 are highly agreed and 12 only agreed that changing brand elements usually put negative impact
on customers perception. Customers mostly prefer to make purchase if brand has reputation in
market. If customers used to talk negative about brand and its product it may affect other buying
perception On the other side, 8 are highly disagreed and 10 only disagreed with the given statement.
However, remaining 5 do not know about it as they are not agreed neither disagreed with the above
question. Hence it is analysed that Nestle company should position its product in market and target
customers which help in avoiding negative branding elements and create positive impact.
Theme 14: Style, colour, durability factors of Nestle brand are important while making purchase
14. Does style, color, durability factors of
Nestle brand are important while making
purchase?
No. of
participants percentage
Highly Important 12 24
Important 20 40
Less important 8 16
Unimportant 10 20
Total 50 100

Interpretation and analysis: When question asked from personnel regarding style, color,
durability factors of Nestle brand are important while making purchase. Among 50. 20 said highly
important, for 12 its only important. At the time when overall product packaging and its style is not
attractive then customers may avoid purchasing products. However, on the other side 10 do not
think it is important and for 8 its less important. It is because they mostly prefer quality of products
due to which its style or color not impact their buying decision much more.
Theme 15 There is relationship between brand identity and buying decision
15. Do you think there is relationship between
brand identity and buying decision? No. of
participants percentage
Highly agree 17 34
Agree 13 26
Neural 2 4
Disagree 8 16
Highly disagree 10 20
50 100

Interpretation and analysis: The aforementioned graph bring forth outcome that out of 50, 17 are
highly agreed and 13 only agreed that there is relationship between brand identity and buying
decision. Brand identity lead to play important role as because customers can only recognise ay
brand from its logo, image, personality etc. if company have all this aspect then they can easily
influence customers which clearly shows there is link between brand identity and buying decision.
On the other side 8 are highly disagreed and 10 only disagreed with the given statement. However,
remaining 2 do not know about it as they are not agreed neither disagreed with the above question.
However in order to create brand identity company can also focus on differentiating its product
from other company product which help in influencing buying decision.
Theme 16 Brand identity impact customers buying decision of Nestle product
16. Does brand identity impact your buying
decision of Nestle product? No. of
participants percentage
Highly agree 15 30
Agree 10 20
Neural 5 10
Disagree 8 16
Highly disagree 12 24
50 100
Interpretation and analysis: The aforementioned graph bring forth outcome that out of 50, 10 are
highly agreed and 15 only agreed that brand identity impact customers buying decision of Nestle
product. On the other side 8 are highly disagreed and 12 only disagreed with the given statement.
However, remaining 5 do not know about it as they are not agreed neither disagreed with the above
question. Brand identity impact on customer decision of making purchase because customers get
some unique and different product from brand that influence them to make purchase.

Theme 17: Consider that branded products/services have better quality, are you willing to
pay more for them
17 If you consider that branded
products/services have better quality, are you
willing to pay more for them? No. of
participants percentage
 Highly agree 12 24
 Agree 10 20
 Neural 5 10
 Disagree 8 16
 Highly disagree 10 20
50 100
Interpretation and analysis: By doing primary investigation it has been assessed that out of 50, 12
are highly agreed and 10 only agreed that they consider that branded products/services have better
quality, are you willing to pay more for them. For customer with branding elements they prefer
quality and ready to pay more on it. It is because their trust is build on brand and they can easily do
not trust other brands. On the other side 8 are highly disagreed and 10 only disagreed with the given
statement. It is because they think that they can get similar product from other brand due to this
reason they avoid paying more for quality product.
However, remaining 5 do not know about it as they are not agreed neither disagreed with the above
question. Hence, it is analysed that quality help in retaining customers and they can easily pay high
amount for purchasing instead of switching to another brand. Therefore, company should maintain
consistency in their quality of product
Theme 18: No customers do not conduct research about new brand before making purchase
from them
18 Do you conduct research about new brand No. of percentage

before making purchase from them? participants
 Highly agree 5 10
 Agree 10 20
 Neural 3 6
 Disagree 12 24
 Highly disagree 20 40
50 100
Interpretation and analysis: By doing primary investigation it has been assessed that out of 50, 5
are highly disagreed and 10 only disagreed that No customers do not conduct research about new
brand before making purchase from them. customers mostly avoid purchasing from new brand due
to which reason they avoid purchase from other company. On the other side 12 are highly agreed
and 20 only agreed with the given statement. according to their view brand play significant role due
to which they prefer to conduct research before investing in their company products and services.
However, remaining 3 do not know about it as they are not agreed neither disagreed with the above
question. Hence it is analysed that branding play important role for customers and due to this reason
they prefer to make purchase from such brand from which they are familiar.
Theme 19: Recommend Nestle brand on social networking sites to friends and families
19. Do you recommend Nestle brand on social
networking sites to your friends and families? No. of
participants percentage
Highly agree 15 30
Agree 12 24
Neural 3 6
Disagree 8 16
Highly disagree 12 24
Total 50 100

Interpretation and analysis: The aforementioned graph bring forth outcome that out of 50, 15 are
highly agreed and 12 only agreed that they recommend Nestle brand on social networking sites to
their friends and families. They said if product meet their expectations and needs then they suggest
to their friends and families. On the other side 8 are highly disagreed and 12 only disagreed with the
given statement. They make purchase of product and services but do not prefer to suggest to friends
and families on social networking sites. it may be their own choice or social sites are not used by
them mostly. However, remaining 3 do not know about it as they are not agreed neither disagreed
with the above question. Hence social networking site is one of the effective platform and used in
all over the world. through recommending products on them can help Nestle company to become
more popular and increases sales.

4.2. Discussion in relation to literature findings
This part emphasises on discussing the findings of data analysis with literature review.
Therefore, all the collected information is carried out in depth analysis and in the end draw valid
conclusion. furthermore, this chapter make sure consistency of secondary and primary research so
that aim and objectives can be accomplished.
According the data analysis chapter, it was found that brand identity plays important role for
customers in respect to make purchase decisions. There are many customers who make purchase
based on its attractive elements and reputation in market. These findings are consistent with
literature review because brand identity is known as the collection of all brand elements which is
developed by company to portray the right image of itself to the customers. there many customers
who recognise brand from its logo, image and unique elements. Brand is known as the first word
that people behind the brand may utter at the time when questions asked from the for which the
brand stands. For an organisation it is important to ensure that brand elements are slogans, symbols,
logos and character which lead to shape the brand identity
On the other hand, research findings show that elements of branding play important role in respect
to grab attention of customers.
Elements are those which added to the customer experience as directly encourage the expanding of
core experience. The literature review finding reflect that elements lead to add more likely
positivity to customer’s willingness for recommending brand and customers attitude. There are
various branding elements on which company should focus so that customers do not switch to
another brand. If customers easily recognise their brand through logo or other elements then its
shows good image in market of brand. Therefore, collected primary and secondary are related to
each other and both directed towards the same aspect
The findings show that trustworthiness is one of the effective brand attributes which Nestlé
company should have. Furthermore, the findings of secondary research shed light on brand
attributes, these are through which customers are attached with a particular brand. At the time when
customers have negative brand image or its attributes are not favourable ones then customer
prejudices can easily develop negative customer experience even if there is nothing wrong with it.
furthermore, customer prefer those brands who is transparent and honest with them. The impact of
changing brand elements influences the customer's buying behaviour. The studies suggested that by
reducing the logo size on packages impairs customer's power to recognise a brand for they are
looking. It shows that consistency between collected primary and secondary data.
On the other hand, research findings show that style, colour and brand help in creating a strong
image of company in mind of customers. If these factors lack in brand identity then customers may
not prefer particular company products. It is because this shows the standard of the product and

company. In addition to this, the data collected from secondary research also reveal that Branding
allows companies to differentiate their business from others. At the time when product is not
durable then customers avoid purchasing the particular product. while purchasing customer ensure
various elements and attributes of product before making purchase. It shows that consistency
between collected primary and secondary data.
Primary information shows that quality is one of the significant aspect that motivate
employees to make purchase of different types of products and services. Apart from this, by
reviewing previous studies it is identified that product quality is the factor which lead to put positive
image on customer buying behaviour. The quality of product has significant and positive effect on
customer intention.
Moreover, findings of the studies done previously shed light on effective social media is one
of the effective tools which can be used by company to influence customers. Through keeping
regular conversation with customers, it will become easy for them to make purchase of products and
services without thinking much more. there all doubts related to product can be cleared through
conversation which make them free from getting confused regarding goods and services. Therefore,
collected primary and secondary are related to each other and both directed towards the same
aspect. Moreover, findings of the studies done previously shed light on effectiveness of relationship
between buying decision and customer purchasing behaviour. Brand image is also known as
opinion of customers confidence in related to quality of products which are offered to customers.
Therefore, it is stated that at the time when consumers think that firm has a consumer-oriented
perspective. Findings reflects that customers buying decision can be influenced because of various
factors such as image, trustworthiness, quality of product etc. Hence it can be said that customer
buying decision behaviour can be influenced because of all these factors.

CHAPTER 5 CONCLUSION AND RECOMMENDATION
5.1 Conclusion
From the above dissertation it is concluded that a brand is any name, term, sign, symbol or
design that help in identification of goods or services of a seller or group of sellers and which help
in differentiation of our goods and services from our competitors.
Brand identity is collection of elements, images and set of associations that portrays the
image of our product, which help the customer to recognize it and which differentiate our product
from that of others and help the customer in decision making process at the time of purchasing. We
can say that brand identity is how a business present itself and its products, in the eyes of customers.
company identity is what makes them unique and different and recognizable to company customers.
The customers will relate the product or service, with brand identity and this will help in building a
strong connection between company and their customers. Instead of investing a huge amount on the
promotional tools like advertisement, radio, TV, etc a cohesive brand identity would act as an asset
for the organization. Once firm have build a strong brand identity company need to protect that so
that no other competitors can snatch their identity from them. Further it is concluded that the buying
behaviour of the consumer depend on the urge to buy for an individual seek satisfaction of need and
want of an individual. The internal factors mainly involved two factors motivation and perception.
The present research stresses the fact that brand is the one of the significant factor which
lead to put impact on purchase decision of customers. It helps in providing information related to
the products and develop association which affects the mind of the customer purchasing process.
one of the significant category of customer behaviour investigation is known as brand awareness.
Therefore, it can be stated that effective forms of marketing activities can develop a positive brand
association and begin a buying action of positively seen brands. Creating a brand identity support in
representing a certain value within the mind of customers. there are various factors which can
influence customers buying decision such as cultural, social, economical etc. Mostly a brand
selection is done on the basis of the way it is aligned with the customers personality. At the time of
developing a brand identity it is important to ensure that all the elements of branding can influence
buying decision of customers.
From the second objective that is “to identify factors influencing buying behaviour of Nestle
customers” it is concluded that customers mostly used to make purchase of products with the
familiar brand. it is identified that physical characteristics of brands such as user’s experience with
the brand, price, premium and guarantees, recommendation by relatives or friends impact etc can
easily motivate customers to make purchase from particular brand. Customers buying process lead
to start from need recognition as it lead to occur at the time when buyer recognise needs and
problem. further customers used to search brand from where they can make purchase of products

and services of their choices. at the time they prefer those brands most to whom with they are
favourable or they have good image in market. Therefore, at this stage, significant branding
elements can influence buyer decision.
Further from the third objective that is “To evaluate the impact of brand identity on purchase
decision of Nestle” it is concluded that Branded products more efficiently able to attract the
consumers as compared to generic products. to survive in competitive environment, it is important
for management of the firm to make redundant efforts to improve their brand image. At present
customers can easily gain information related to the firm and compare it with other brands in order
to evaluate effectiveness of products and services. further it is evaluated that brand identity do not
provide guarantee of the success of products. As there are many new firms who are making
innovative products that help them in gaining competitive advantage. It can be said that brand
identity lead to influence on customer buying behaviour. Consumers who opt for brand pay more
than the substitute just because of the quality and durability of the product. Promotional activities
are interlinked with the brand identity. For an organisation at the time of branding it is important to
focus on different elements of branding such as slogans, symbols, logos and character which lead to
shape the brand identity.
At last from the fourth objective of the research that is “To assess relationship between
brand identity and customer purchasing behaviour” it is concluded that a brand identity is the way
that business wants to be perceived by consumers. The components of the brand are name, logo,
tone, tagline and typeface, which are created by the business to reflect the value of the company is
trying to bring to the market and to appeal to its customers. A consumer will depend largely upon
brand identity rather than on the product. Not only the product but packaging, features, prices, etc
are factors which are considered by customers to make purchase decision. For an organisation it is
not easy task to manage all its identity in an effective manner. Hence it can be stated that while
building a brand identity company should ensure customer preference first while modifying
products and avoid changing its elements again and again. it leads to put negative impact on
customers buying decision.
5.2 Recommendation
For Nestle company it is important to built brand identity in market so that customers can
easily recognise them and make purchase decision. On the basis of findings here below are provided
some recommendation that can help in building a brand identity and influence customers buying
decisions: -
At the time of building it is important for company to focus on elements of branding that are a name
of company, logo, primary colour palette and key market differentiator. further, while building a

brand identity there are few elements on which company can focus that are as the visual aesthetic of
the brand, the voice of the brand, its core values and personality traits. there are many
Nestle company can focus on advertising their products and services on social networking sites so
that more and more customers came to know about their products. There are many customers who
have lots of doubts before making purchase of products and services from new brands. Hence
effective communication between customers and brand can help in resolving customer issues on
time. Along with this on social networking sites such as Facebook, twitter etc customers can easily
get review of products based on which they make purchase decision. at the time of promoting any
product company can focus on its logo, elements, style, texture etc which can easily influence
customers. These features Nestle company have but they do not use it in effective manner due to
which customers switch another brand.
It is identified from findings that customers buying decision is not dependent only on
product itself but brand elements play significant role. It is important for company to focus on
different aspects and try to maintain its image in market. It is because negative branding elements
directly influence customers and their buying behaviour. Creating a trust among customers is
important so that any of the new product launch by brand can be easily purchase on behalf of brand
identity. If company is trustworthy no matter product is new or not customers make purchase
without preferring any other brand. Further, it is recommended that transparency is one the
important factor that help in building strong trust between customers and brand. if company clearly
communicate with their customers regarding all their products. Consistency is important for an
organisation related to the quality of product because with the help of this company can easily hold
its customers for longer period of time and increase sales.
From the identity aspect Nestle company can redesign its logo, stationary and visual contact for
sending out harmonious and unified theme to customers. For instance, if brand lead to suggest value
added services then all the aspects of the business process can be incorporated in value added
services so that customers become more aware of their unique quality of the specific business
advertisement. Nestle company is operating their business in all over the world and they have made
a unique position within the firm. Therefore, their branding elements need to be more improved so
that competitors not be able to give them tough competition.
further it is recommended that company can used to create visual device on the website which help
then in gaining more traction and creates a remarkable identity. People mostly used to interact with
the firm based on the way logo is understand by them. Through choosing a graphic desing can help
customers in understanding what all products are about. Through spreading a positive and
empowering message through their products a service can help in strengthen existing customer
connections at the time of developing a new relationship. It is always important for company to

shift their ideas at the place where the customers need to be most satisfying their customers needs.
At last it is recommended that Nestle company can focus on developing a good relation with
customers and resolve their issues on time as it will help in developing a strong relationship
between them. company can focus on understanding different buying factors that can influence their
purchasing decision.

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3

Appendix
questionnaire)
Name
1. What is you gender?
Male
Female
2. Which of the age category do you currently fall under?
18-24
25-35
36-45
45+
3. Do you know about Nestle brand?
Yes
No
Do not know
4. How many times you make purchase from Nestle?
Mostly
Infrequently
Not make purchase
Do not know
5. Do you can recognise Nestle brand from its logo?
Highly agree
Agree
Neural
Disagree
Highly disagree
4

6. Does negative branding element affect your choice of purchasing a
product or service?”
Highly agree
Agree
Neural
Disagree
Highly disagree
7. Which Nestle brand attributes matters the most?
Trustworthiness
Creativeness
Intelligence
Authenticity
8. Do you make purchase of new product from familiar brand?
Highly agree
Agree
Neural
Disagree
Highly disagree
9. Does Nestle Brand conversation on social media influence your buying decision?
Highly agree
Agree
Neural
Disagree
Highly disagree
10. What motivates you to buy the product of a particular brand?”?
Quality
Packaging
5

Prices
Any other
11. Do you purchase is depended on brand image rather than the product itself?
Highly agree
Agree
Neural
Disagree
Highly disagree
12. Are you satisfied with the product and services of Nestle?
Highly satisfied
Satisfied
neutral
Dissatisfied
Highly dissatisfied
13. Which feeling below does this Nestle give you?
Warmth
Safety and comfort
Self respect
Fun
14. Does style, colour, durability factors of Nestle brand are important while making
purchase?
Highly agree
Agree
Neural
Disagree
Highly disagree
15. Do you think there is relationship between brand identity and buying decision
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Highly agree
Agree
Neural
Disagree
Highly disagree
16. Does brand identity impact your buying decision of Nestle product ?
Highly agree
Agree
Neural
Disagree
Highly disagree
17. If you consider that branded products/services have better quality, are you willig to
pay more for them?
 Highly agree
 Agree
 Neural
 Disagree
 Highly disagree
18. Do you conduct research about new brand before making purchase from them?
 Highly agree
 Agree
 Neural
 Disagree
 Highly disagree
19. Do you recommend Nestle brand on social networking sites to your friends and families?
 Highly agree
 Agree
 Neural
 Disagree
 Highly disagree
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