(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.