Consumer Behavior and Brand Perception Analysis

This assignment involves analyzing consumer behavior and brand perception towards Hutchinson's services. It requires understanding the importance of reputation, brand image, and service quality in consumer decision-making. The survey questionnaires provided aim to gather insights into consumers' perceptions of Hutchinson's branding and their experiences with the company's services.

Running head: DISSERTATION
Impact of a Brand on Consumer Decision Making Process- Case
study of Hutchinson Global Communication
Name of the Student
Name of the University
Author Note

1DISSERTATION
Abstract
The recent times have shown that major changes needs to be done
in the strategies of marketing by the company so that the image of
the brand can create a positive impact on the consumers. This will
also allow the companies to be successful and sustainable in the
market so that they can increase its level of profits in the market as
well. The primary purpose of the research was to understand the
impact of the image of the brands that are provided by the company
that helps in creating a positive or negative impact on the buying
behaviour of the consumers in the telecommunication industry in the
Ghanaian province.
The objectives of the study was to establish a link between the brand
name and the image of the brand on the buying behaviour of the
consumers so that Hutchinson Global Company can be able to
increase its sales in the country. The study was limited to a particular
place, as it was not possible to cover all the problems that are being
faced by the entire country. The behaviour of the consumers have
been discussed through the various concepts and models so that it
can help in understanding the impact of the image of the brand on it.
The brand image of the company has also been described through
the different attributes that are present in the brands so that it can

2DISSERTATION
help in establishing a link between the brand image and the buying
behaviour of the consumers.
The methodology section contains all the necessary tools that has
been taken up in the study along with proper justification so that it
can help the research to be conducted in a proper manner. The
analysis has been done with the help of bar graphs and tables that
helped in establishing the relationship between the brand image and
the purchasing behaviour of the consumers. The last chapter
contains the recommendations that the company needs to do so that
it can improve its brand image in the market and the consumers can
be influenced in purchasing the products from the market as well.

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Acknowledgement
I would also like to take this opportunity to thank my professor
without whose, constant support and guidance, the research would
not have been possible.
Firstly, I would like to thank God the Almighty in giving me the
strength and courage without which I could not have completed the
entire study. Secondly, I would like to thank my family and relatives
who gave me constant support mentally and physically so that I can
complete the study on time. Lastly, I would like to give thanks to my
peers and the friends who have helped me in providing the
appropriate information throughout the project and helped me in
doing the in-depth analysis of the research. Without their proper
guidance, it is impossible for me to complete the project.
Thanks and Regards,
Yours Sincerely,

4DISSERTATION
Table of Contents
Introduction...................................................................................................7
1.1: Background of the research...........................................................8
1.2: Aim and objectives of the research.............................................10
1.3: Research Questions......................................................................10
1.4: Research Hypothesis....................................................................11
1.5: Research Rationale.......................................................................11
Chapter 2: Literature Review...................................................................13
2.1: Brand image....................................................................................13
2.2: Brand identity..................................................................................15
2.3: Brand image and consumer behaviour.......................................17
2.4: Impact of brand image on consumer attitude (CBBE).............18
2.5: Impact of brand image on behavioural intention of consumers
..................................................................................................................21
2.6: Brand loyalty...................................................................................23
2.7: Brand name.....................................................................................24
2.8: Consumer behaviour.....................................................................25
2.9: Complex buying behaviour...........................................................27
2.10: Consumer decision making........................................................29

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Chapter 3: Research Methodology.........................................................32
3.1: Introduction.....................................................................................32
3.2: Outline of the research..................................................................32
3.3: Research philosophy.....................................................................33
3.3.1: Justification..............................................................................34
3.4: Research approach.......................................................................35
3.4.1: Justification..............................................................................36
3.5: Research design............................................................................36
3.5.1: Justification..............................................................................37
3.6: Research strategy..........................................................................37
3.6.1: Justification..............................................................................38
3.7: Sampling technique and sample size.........................................38
3.7.1: Justification..............................................................................39
3.8: Data collection technique..............................................................39
3.9: Data analysis technique................................................................40
3.10: Ethical consideration...................................................................41
Chapter 4: Analysis and Findings.................................................................42
Chapter 5: Conclusion and Recommendation......................................92
5.1: Conclusion.......................................................................................92

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5.2: Linking with the objectives............................................................92
5.3: Recommendations.........................................................................95
5.4: Limitation of the research.............................................................98
5.5: Scope for future research.............................................................98
Reference List..........................................................................................100
Appendices...............................................................................................107
Appendix 1: Survey questionnaires for consumers........................107

7DISSERTATION
Introduction
In the present century, it can be seen that the companies need
to take up proper strategies in marketing so that it can result in
advertising their brands in a proper manner. It will also result in the
brand being sustainable in the competitive market. The consumers in
the recent times purchases the products and services from the
particular brands in a continuous manner, if it helps in satisfying their
needs and demands. Most of the companies that are surviving in the
market are due to the amount of information that is being transferred
to the consumers regarding the products that will help in making the
purchases (Lyonski and Durvasula 2013). The information about the
products that are available in the market will also help the companies
in building a better relationship with the customers. The different
marketing activities that are taken up by the companies will help in
stimulating the customers in purchasing the respective brands from
the market. This will result in the increment of the sale of the
products of the brand so that the brand equity of the company can be
increased as well (Hutter et al. 2013).
The studies that were conducted has shown that the brand
equity can be measured through the viewpoint of the company as
well as the customers. Most of the researcher are of the opinion that
this belief is more of a subjective perception so that the level of

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satisfaction can be assessed along with the important role that the
brand of the company plays on the brand equity. The decisions that
are taken by the consumption in consuming the brands are
dependent on the features and the attributes that are present in the
products, which helps them in understanding the brand image in a
better manner (Solomon et al. 2014).
1.1: Background of the research
According to Huang and Sarigollu (2014), the recent changes
in the life style of the consumers have created an impact on the view
and processing of the information regarding the brand image so that
it can act as an important factor in taking the decisions regarding the
purchasing of the product. Singh (2013) was of the view that it has
been seen that most of the researchers have viewed the brand equity
that can be assessed in relation to the market share that the products
have in the market. The financial and the non-financial performances
of the company are the important factors that help in evaluating the
brand equity.
Epstein and Buhovac (2014) were of the view that the
companies in the recent environment has been appointing separate
managers so that it can enable them in building up the image of the
company in the market. The role of the managers is that they play an
intermediary part between the image of the company and the

9DISSERTATION
customers so that it can persuade the consumers in purchasing the
products. The level of competition that is present in the market allows
the consumers in gaining full liberty so that they can gather the
information of the particular products and services before they can
make the final purchase. Vigneron and Johnson (2017) stated that
the company also takes up different promotional activities so that it
can help them in associating with the customers and allow them in
gaining a better information regarding the attributes and features that
are present within the brand. This helps the companies in increasing
the level of attraction of the customers towards the company.
Hutchinson Global Communications Limited is a company based in
Hong Kong and is an internet service provider company. The
company is a conglomeration of CK Hutchison Holdings, which is
also located in the same province. It was one of the primary investors
in fibre-optic networks in Hong Kong so that it can provide efficient
services to the customers. In the year 2003, it was seen that there
was a deregulation in the telecommunication market that was present
in Hong Kong and one of the major competitor of the company was
PCCW that was owned by Richard Li, younger son of Hutchinson
Whampoa chairman Li Ka-Shing. This led to many problems within
the internal affairs of the company, as the competitor was within the
family that escalated the issue to a great extent.

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According to Singh (2013), it was seen that most of the
products that were being offered by the company to the people were
being rejected, which had affected the image of the brand to a great
extent. This has also affected the operations of the company on an
international basis as well. The company had been performing well in
the past years with respect to the services that they were providing.
But in the recent times, it can be seen that the global image of the
company has also fallen due to the high price of the services, which
has resulted in the shift of the customers towards other brands.
1.2: Aim and objectives of the research
The main objective of the research will be as follows:
 To understand the impact of branding on the process of
decision-making of the customers with respect to
telecommunication industry in Ghana
 To understand the correlation between the purchases and the
perception of the brand within the consumers
 To evaluate the impact that brand name creates on the
purchase decision of the consumers
1.3: Research Questions
The research will be based on the following questions:

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1. What is the impact of branding on the decision-making
process of the consumers?
2. What is the correlation between the purchase and the brand
perception among the consumers?
3. What impact does brand name create on the purchase
decision of the consumers?
1.4: Research Hypothesis
The process of research will be based on the following
hypothesis:
H0- The decision-making process of the consumers do not have an
impact on the branding of the company
H1- The decision-making process of the consumers have an impact
on the branding of the company
1.5: Research Rationale
The research that has been conducted has helped the
company in finding out the loopholes that are present in the
organization, which affects the decision making capacity of the
consumers. The study on the decisions that needs to be done by the
consumers will help the company in getting a better knowledge
regarding the problems that are present so that it can be solved,
which will result in generating better rate of returns for the company.

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The study has laid emphasis on the different perspectives of the
brand that will have an effect on the decision making behaviour of the
consumers so that the products and services can be rejuvenated in
the market in a positive manner. The consumers in the Greater Accra
region of Ghana are facing serious concerns in purchasing the
products due to the increase in the level of prices, which has helped
the rival firms in gaining a competitive advantage. The loyal
customers are switching to the new services that are available
cheaply due to the low economy, which has resulted in low
purchasing power in the hands of the common people.

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Chapter 2: Literature Review
2.1: Brand image
The image of the brand is known as the vision that the
customers have regarding a particular company regarding the
products that are being delivered by the company. It helps in
associating the vision of the customers in a collective manner
regarding the minds of the customers who are interested in the
product. The customers have a set of beliefs regarding the products
that are being delivered by certain brands, as it helps in increasing
the level of satisfaction among them (Rezaei 2015). The perception
of the consumers need to be taken in to account so that it can result
in increasing the level of profits of the company by increasing the
sales of the products. The image of a particular brand needs to take
in to account the emotional value that the customers have with
respect to the products so that it can persuade them in purchasing
the products (Karimi, Papamichail and Holland 2015). It also helps in
developing the character of the organization. The collection of the
observation and the contacts of the people helps the organization in
an external manner so that it can increase its sales in the market.
The elements that help in deriving the image of the brand is the use
of the logo along with the slogan that is set by the organization so

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that it can help in implementing a positive image in the minds of the
customers (Rezaei 2015).
The image that is developed by the brands in the market
results in creating an overall impression on the minds of the
customers so that they can associate with the brand whenever they
see it in the market. It is very important that the image of the brand
has to be positive, instant in nature and unique in design so that the
customers can be able to associate it whenever they see it in the
market. The companies also need to understand the needs and
preferences of the customers so that it can help in creating the image
in a positive way within the market (Maity and Dass 2014).
The use of brand image in a proper manner helps the
companies in getting many benefits such as the functional benefit,
which helps in assuring that they can provide better service in the
market to the customers. Secondly the emotional benefits can help in
measuring the feelings of the customers that makes them feel better
by using the product and lastly the rational benefit that will help the
customers in believing the products that are provided by the
customers (Tuskej, Golob and Podnar 2013). The image of the brand
is formed automatically in the market due to the level of satisfaction
that the customers achieving after using the products. It helps the
companies in gaining a competitive advantage in the market, as most

15DISSERTATION
of the customers will prefer using the products rather than switching
to a new brand. It can be seen that Hutchinson Company has not
been able to capitalize its brand image in the Ghanaian market,
which has resulted in its sales to plummet to a great extent (Vigneron
and Johnson 2017).
2.2: Brand identity
It is a set of mental and functional associations that the brand
creates with the customers. The association allows the brands to
take in to consideration the needs of the customers so that it can
result in increasing the sales of the product in the market. The
identity of the brand allows in setting the goals in a strategical
manner so that the image of the brand can stay in the minds of the
customers for a long period of time (Akdeniz, Calantone and
Voorhees 2013). Most of the corporate brands that are present tries
to increase the perception of the company within the stakeholders so
that it can help in increasing the reputation of the company among
the public. It is also a unique set of brand associations that helps in
maintaining its core and extended identity towards the customers.
The identity that helps in establishing the core products of the
company allows the company in remaining constant when they try to
explore a new market with the same products. The extended identity
is a meaningful and cohesive set that allows in improving the texture

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of the brand so that it can completely cover the personality of the
customers and increase its association with them as well (Tuskej,
Golob and Podnar 2013).
The extensive competition that is present in the market may
affect the personality and the reputation of the company, which may
hamper the sale of the products in the market. This needs to be
increased with the help of strong identity of the brand in the market.
The strong identity of the brand by the companies may result in
developing the trust of the customers among the customers by
linking the attributes that are present in the product and proper
communication. The use of better level of communication by the
company with the customers will help in providing better knowledge
to the customers so that it can increase its presence in the market
(Brodie et al. 2013).
The identity of the brand allows the company in associating
the customers with the strategies that it has taken up in the market
for the improvement of the products. It also allows the companies in
building up a better level of relationship with the customers so that it
can increase the level of benefit amongst them. The major principles
based on which the brand identity of a company works are the
benefit and expectations of the consumers need to be reflected in the
brand along with the reaction to the changes when the level of

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understanding regarding the brands decreases in the market
(Pescher, Reichhart and Spann 2014). The identity of the brand
needs to be analysed so that it can result in understanding the
problems that are present in the product, which needs to be resolved
so that the level of sales in the market can be increased to a great
extent. Hutchinson has not been able to understand the needs of the
customers, which has affected their brand in the market and is not
being identified in a proper way among the customers (Brodie et al.
2013).
2.3: Brand image and consumer behaviour
The image of the brand plays an important role in determining
the behaviour of the consumers towards the particular products. It
can be seen that the consumers are mostly fond of the products that
will help them in providing maximum satisfaction. The increase in the
brand image will also help the company in gaining a competitive
advantage in the market so that the level of profits for the company
can increase. The behaviour of the consumers are mostly
dependent on the advertisements and other promotional strategies
that are taken up by the companies so that the image of the brand
can be increased in the market (Cantallops and Salvi 2014). The
image of the brand that is provided to the consumers helps them in
gathering the perceptions that are related with the brand as well.

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Most of the customers have their own perception regarding the
image of the company so that it can help them in associating with the
company and their products in a better manner. The visible actions
that are taken up the companies will also result in increasing the
marketing campaign of the company in the market regarding the
quality of the product that is being delivered by the company. The
image of the brand that is present in the market will also provide an
advantage and favourable conditions to the company so that they
can target the customers in a proper manner. The behaviour of the
consumers are affected mostly through the positive impact that the
brand creates by satisfying their needs and demands within the price
that the customers feel feasible (Hana and Hwang 2013).
2.4: Impact of brand image on consumer attitude (CBBE)
It is important for the brands to understand the attitude of the
consumers so that it can help in increasing the sale of products in the
market. The behaviour of the customers need to be evaluated in a
proper way so that it can help the companies in developing the image
of the brand in a positive manner. This will result in increasing the
sale of the products in the market, which will in turn increase the level
of profits in the market as well. The image of the brand will be
positive in nature when the companies increase their campaigns in

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the markets so that it will help in creating a lasting impression on the
minds of the customers (East, Uncles and Lomax 2014).
The ‘Consumer-based Brand Equity’ (CBBE) model was
developed by Keller so that it can result in result in increasing the
equity of the brand. The equity of the brand has to be built by
understanding the needs of the customers so that the strategies can
be implemented in a proper manner (Cantallops and Salvi 2014).
Figure 1: CBBE Model of Keller
(Source: Wen et al. 2014)
The first level is called brand identity, which helps in
distinguishing between the various brands that are present in the
market. This is the level where the customers are unaware of the

20DISSERTATION
products, which help the companies in providing better knowledge
regarding the attributes that are present in the product (East, Uncles
and Lomax 2014).
The second level of the pyramid is known as brand meaning,
which helps the customers in gaining better knowledge regarding the
company and the products with which they deal in the market. This
will allow the company in providing better level of service to the
customers, as the information that is provided by the company will
result in increasing the sale of the products (Wen et al. 2014).
The third level of the pyramid is the response of the brand,
which is based on the expectations of the purchase regarding the
brand that is available in the market. If the expectation of the
customers regarding the particular brand is positive, it will help in
increasing the purchase of the brand that is provided by the
company. The increase in the level of expectation among the
customers also creates word of mouth among them, which increases
the loyalty of the brand as well. There has to be a balance between
the feelings and judgment of the customers regarding the brand that
will help in building up the brand equity (Han and Hwang 2013).
The fourth level in the model is known as brand resonance,
which is the highest form that the brands can achieve in the market.

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This stage is where the customers are reluctant in switching over to
any other brands and will try to purchase the same product
irrespective of the price. This takes place among the customers due
to their behaviour and attitudes towards respective products that are
being given by the companies (Cantallops and Salvi 2014).
2.5: Impact of brand image on behavioural intention of
consumers
The level of satisfaction among the customers depends on the
evaluation of the experience that the customers have regarding the
purchasing of specific products from the company. The level of
satisfaction among the customers also depends on the performance
and expectation regarding the disconfirmation of the product. The
level of satisfaction among the customers will increase when the
expectation of the product will increase in the market. Similarly, there
will be decrease in the expectation level of the customers if the
product does not reach the level of satisfaction among the customers
(Kumar and Raju 2013). The performance of the product helps in
determining the image of the brand so that it can help the company in
finding out the difference between the customers who are using the
brand and the non-users of the product (Culiberg and Bajde 2013).
The services and the activities regarding selling the product in
the market are the basic factors that help in determining the

22DISSERTATION
behaviour of the customers towards the product. The level of
satisfaction among the customers is also impacted in a direct manner
due to the services that the companies provide regarding the brands.
Another major factor that affects the brands of the companies is the
loyalty among the customers (San Yap and Yazdanifard 2014). The
customers are more loyal towards the brands that will help them in
increasing the level of satisfaction, as they will be of the knowledge
that it helps them in meeting their needs and preferences. It can be
defined as the repeated purchases that are done by the customers
so that they can meet their demands in a positive way through the
products of the company. The increase in the loyalty of the brand
among the customers result in increasing the level of satisfaction
among them as well (Culiberg and Bajde 2013).
The image of the brand also needs to be positive so that it can
help in influencing the customers in being attracted towards the
product. The companies need to study the dynamics of the market so
that it can result in increasing their knowledge regarding the needs
and demands that are present. This will result in increasing the
attraction of the products in the market, as the image of the brand will
be built in a positive manner. In most of the cases, it can be seen that
the factor of price plays an important role in determining the
behaviour of the customers towards the image of the brand. With

23DISSERTATION
respect to Hutchinson, it can be seen that the attitude of the
customers have changed due to the decrease in the image of the
brand (Kirchler et al. 2013).
2.6: Brand loyalty
The consumers are of the perception that the quality provided
by the brand provides information to them so that it can help them in
being associated with the products. The perception among the
customers regarding the quality of the product also depend on the
extrinsic or the intrinsic nature of the brand that is offered by the
companies. The intrinsic options allow the customers in making the
decision regarding the decisions that they take are rational in nature
(Severi and Ling 2013). The difference in the perceived quality
among the brands are the factors that help in contributing towards
the differences of the perception of the customers. The extrinsic
factors that are present in the brand acts as an indicator for the
quality of the brand as well. The measurement of the quality of the
brand is done through the price of the product along with the image
of the product in the market. The value that is perceived by the
consumers allows them in reflecting on the price that is set by the
company. The lower price set by the companies allows the
customers in being involved with the company at a higher level,

24DISSERTATION
which helps in evaluating the quality of the brand provided by the
company (Maity and Dass 2014).
The loyalty of the customers is the purchase that they do on a
repeated manner from the same company due to the fact that the
level of satisfaction on consuming the product increases among
them. It is a behaviour that is functional in nature, as the attitudes of
the consumers need to be taken in to account so that it helps in
increasing the level of satisfaction among them. It mainly takes place
when the brand of the company offers the products with the correct
features ensuring that the quality is also maintained in the market.
This helps in making the customers loyal towards the company
(Betsch and Haberstroh 2014).
2.7: Brand name
The name of the brand plays an important role in determining
the level of attraction of the customers towards the products. It helps
the company in increasing the level of sales so that their profitability
level can be increased in the market as well. The name of the brand
plays an important role so that it can help the consumers in being
attracted towards the products. The use of proper brand names will
help the customers in getting associated with the company once they
hear the name of the brand (Akdeniz, Calantone and Voorhees
2013). It will help the customers in associating the products that are

25DISSERTATION
provided by the brand and assess the benefits that they get out of it.
It will also help the customers in remembering and understanding the
usage of the product so that they do not have to waste time in
gaining knowledge about the product. The expansion of the brand
name among the customers will also enable them in understanding
the use of the other products that are provided by the company. This
will enable the company in providing better knowledge regarding all
the products that are being manufactured by them. Most of the
companies try to increase its business and expand internationally,
where the name of the brands will be provided in different languages.
It will be easy for the consumers to associate the name of the brand
by looking at the logo of the company. This will also result in the
brand to expand on an international level as well (Betsch and
Haberstroh 2014).
2.8: Consumer behaviour
The behaviour of the consumers can be defined as the
process where the individuals can decide the type of products or
services that they want to purchase from a particular location. It also
encompasses how the product or the service may benefit them in the
future once they start using it. It is also the process where the
products need to be consumed by the customers so that they can

26DISSERTATION
have a better level of experience with respect to that particular item
(Cantallops and Salvi 2014).
The consumers can be divided in to two parts such as
organizational and personal consumers. The personal consumers
are the ones who purchase the product for the final consumption
whereas the organizational consumers are the ones who purchase
the products that will enable them in running an organization. An
example of this would be the raw materials that are used in a
company. The behaviour of the consumers are through there
processes where the first stage is the pre-purchase mode, after
which the purchase is made and lastly the post-purchase behaviour
of the consumers regarding the product or the service (Rezaei 2015).
There are many factors based on which the behaviour of
consumers are determined. The variable of culture is based on a
particular set of values and beliefs that affects the behaviour of the
consumers to a great extent. This is due to the fact that the
consumers are raised within a certain boundary and their decision to
purchase the products may also revolve around it. The status of the
consumers within the society is also an important factor based on
which they will increase their purchasing behaviour (Tuskej, Golob
and Podnar 2013).

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Perception is yet another factor where the individual may
interpret their stimuli so that they can purchase the product. The
perception of the consumers regarding a particular product may
result in increasing or decreasing their demand of the product. The
recognition and selection of the right products based on the
perception among the customers may result in increasing their
behaviour towards the factor of purchasing. Another factor is the
motivation that is present among the consumers regarding the
products that they want to purchase from a particular brand available
in the market (Epstein and Buhovac 2014). Motivation acts as an
internal drive among the customers that will lead them to purchase
the product or service from the market. The factor of motivation
provides the urge to the customers in purchasing the particular
products from the market so that it can help in satisfying their needs
and demands. Most of these factors are missing among the
customers regarding the products or the services that are being
offered by Hutchinson Company in the market due to the lack of
promotional strategies that are being taken up the company (Rezaei
2015).
2.9: Complex buying behaviour
The buying behaviour that is complex in nature deals with the
decision where the process is complex in nature regarding the factor

28DISSERTATION
of purchasing the product. The involvement of the customers is high,
which suggests that the products are risky and expensive and is not
purchased on a frequent manner. The buyers do not purchase the
products on the spot and undergoes a detailed process through
which they will examine the product. This suggests that most of the
consumers take time so that they get a better idea regarding the
product that they want to purchase from the market (Singh 2013).
The behaviour of the buyers get complex due to the long procedure
that they undertake in understanding the requirement of the product,
as it involves a higher amount to be spent for the product or the
service. The purchase that is made by the consumers are done in an
infrequent manner, as they they take up a longer period of time in
making another purchase of the same product (Severi and Ling
2013).
The buyers are of the opinion that the risk factor is very high
due to the price of the product and if the commodity does not fulfil the
expectation of the customers, then it may lead to a loss. The
marketers need to be responsible regarding the process of buying
among the consumers by enabling them to gather the information
that is necessary regarding the product (Maity and Dass 2014).
This behaviour is developed in different stages where the first
stage includes the development of belief regarding the product

29DISSERTATION
among the customers. The second stage is where the attitude of the
customers need to be convincing so that it can result in making a
proper choice of the product. The belief on the particular product can
only be developed among the customers by reviewing the
alternatives that are present so that the comparison can be done
before the purchase is finalised. In the case of Hutchinson, it can be
seen that the products and services that are offered to the
consumers are at a higher cost, which has affected the decision of
the consumers in purchasing the product (Karimi, Papamichail and
Holland 2015).
2.10: Consumer decision making
The process of making the decision by the consumers
requires various stages that needs to be fulfilled so that it can help in
purchasing the best alternatives that are available in the market. The
consumers need to follow different stages so that they can purchase
the goods in a proper manner (Rezaei 2015).
The first stage is known as the recognition of the problem,
which needs to be done by the consumers. The problem that is being
faced by the consumers need to be understood so that the best
product can be identified that is available in the market. This will
allow the customers in understanding the level of discomfort that they
are facing so that they can purchase the correct product. In this stage

30DISSERTATION
it is important for the consumer in building the awareness regarding
the brand that they will be purchasing so that it can help in satisfying
their need (Vigneron and Ling 2017).
The second stage is where the consumers will be searching
for the relevant information so that it can enable them in
understanding the solutions that are present for their problems. The
decision to purchase the product depends mainly on this stage, as
the longer time that will be taken by the consumers to gather
information regarding the products, the longer it will take them in
purchasing the product. The information that will be gathered by the
consumers regarding the product will help them in understanding the
attributes that they will be likely finding it in the product, which may
increase their level of satisfaction after using it (Epstein and Buhovac
2014).
The third stage is the evaluation of the alternative products
that are available in the market. In this stage, the consumers find
various alternative products that are present in the market and that
are similar to the product that the consumer wants to purchase. It
helps the consumer in evaluating the various price ranges that are
available for the product along with the advantages that are present
so that it can help in purchasing the product that is relatively low in
price. The consumers will be attracted to the products that will be

31DISSERTATION
have a lower rate and provide the maximum level of satisfaction so
that it can result in increasing the level of satisfaction in the market
(Karimi, Papamichail and Holland 2015).
The fourth stage is where the consumer makes the final
purchase of the product after the viable alternatives are evaluated
properly. This purchase will allow the customer in satisfying their
demands within the preferred price range. The final stage is where
the product needs to be evaluated after it has been purchased. This
will help the customers in providing proper feedback regarding the
product so that it can help the company in understanding the
loopholes that are present in the product, which needs to be covered
(Tuskej, Golob abd Podnar 2013).

32DISSERTATION
Chapter 3: Research Methodology
3.1: Introduction
This chapter will help in providing a better result of the process
that will be undertaken by the researcher in progressing with the
process of research. The methodological tools that will be used in the
research process will be explained in a detailed manner in this
chapter. It will help the researcher in moving forward with the
research process in a better way so that the collection of the
literature will be relevant to the topic that has been taken up (Mackey
and Gass 2015). The methodology will help the researcher in getting
a better outcome of the aims and objectives that has been taken up
in the process of research, as the valid methods will be used for the
research. The use of the correct approaches, designs and
philosophies will result in collecting the data in a proper manner so
that the analysis can be done, which will help in providing better
quality of outcome (Taylor, Bogdan and DeVault 2015).
3.2: Outline of the research
Methodological toolSelected methodological tool
Research DesignDescriptive
Research PhilosophyPositivism
Research ApproachDeductive

33DISSERTATION
Sampling TechniqueRandom probability sampling technique
Sample Size100
Data Collection processSurvey
Data Analysis processSPSS
Research Outline
The above table shows the tools that will be taken up by the
researcher for the research process to be done in a better manner.
The philosophy that will be used will be known as positivism and
along with descriptive design. The researcher will be using the
deductive approach so that the surveys can be analyzed in a proper
way. The justification of the research tools that will be taken up for
the research will be discussed further in the research plan.
3.3: Research philosophy
The philosophies that are commonly used in the research
process are interpretivism, positivism and pragmatism. The
philosophy known as interpretivism provides an opportunity to the
researcher to consider the various viewpoints and the opinions of the
people with respect to the topic that has been taken for the research
(Glesne 2015). This philosophy helps in taking in to consideration the
different opinions and the mindsets of the people regarding the topic

34DISSERTATION
along with proper methods of justification. The researcher will be able
to get a wider idea regarding the topic of the research, as the
observations mainly focus on the nature of the individuals. The
positivism philosophy on the other hand is based on the
observations, which can be quantified and help the research to be
done in a scientific manner (Brinkmann 2014). This type of
philosophy helps in conducting the scientific testing so that the data
can be validated and verified as well. The philosophy that is
pragmatic in nature is based on the interpretivism and the positivism
philosophies respectively. This results in using the observations that
are meaningful and quantify it as well through this method (Flick
2015).
3.3.1: Justification
The positivism philosophy will be taken up by the researcher
for the research process, which will help the researcher in assessing
the aims and objectives that are present in the research process. The
use of scientific approach will help in gathering the knowledge that
are based on facts so that the outcome of the research can be done
in a better manner. The researcher will be using the scientific and
statistical tools to analyze the data so that the opinions and the point
of views of the individuals can be taken in to account within the
research process.

35DISSERTATION
3.4: Research approach
The deductive and the inductive approach are the two most
common form of approaches that are taken up in the process of
research. The inductive approach is a set of tools that are used for
the purpose of methodology that will provide new patterns and
observations along with the observations that the researcher will take
in to account. This will result in putting more emphasis on developing
the theories and concepts that will help in conducting the research
process in a better manner (Silverman 2016). This will result to shift
the focus of the researcher towards the meaningful observations so
that the analysis can be conducted properly. This may result in
hampering the quality of the research due to the focus that the
researcher needs to give on the questions so that the phenomenon
and the feature linked with the aims and objectives of the study can
be described in a proper manner. The deductive approach on the
other hand will help in taking in to account the theories and the
models that are relevant to the topic of the research (Bauman, Cross
and Walker 2013). This approach will help the researcher in
considering the concepts and the theories that are already present of
different authors so that the aims and the objectives can be defined
in a proper manner. Moreover, the positivism philosophy can be
connected with this approach, as the analysis can be interpreted

36DISSERTATION
through the data that has been collected with the literature that is
already present (Vaioleti 2016).
3.4.1: Justification
The use of the deductive approach will help the researcher in
providing evidence of the findings in the analysis part regarding the
factors that help in influencing the decision making process of the
consumers. This approach will also result in providing the information
in a proper manner, as it will be aligned with the aims and the
objectives that has been taken up in the research process.
3.5: Research design
There are three types of research designs that are usually
taken up for the research namely exploratory, explanatory and
descriptive respectively. The exploratory style of design helps in
testing the hypothesis that has been taken up in the research along
with the aims and objectives. The researcher will be able to use the
theories and the concepts that are relevant to the topic so that the
hypothesis can be proved in a proper manner (Smith 2015). The
design that is exploratory in nature allows the researcher in gathering
the information that are relevant to the topic so that the research can
be done in a proper manner. The explanatory design on the contrary,
helps in explaining the incidences that are happening with the
research process through a particular phenomenon (Dumay and Cai

37DISSERTATION
2015). This design allows the researcher in justifying the events
based on the incidents that are happening in the research process.
The design that is descriptive in nature is a mixture of the features
that are present within exploratory and explanatory designs. This
design allows the researcher in proving the hypothesis along with the
aims and the objectives based on the explanation of the incidents
that are happening in the process (Panneerselvam 2014).
3.5.1: Justification
This research will be based on the on the descriptive design,
as it will help in explaining the various theories and concepts that are
present within the process of decision-making that affects the
consumers. Additionally, the design of the research will help the
researcher in determining the incidences that will take place in the
future as well. Moreover, the researcher will be able to get a better
view of the causes and the effects with respect to the rationale that
has been taken up in the research process.
3.6: Research strategy
Surveys, interviews, action research and case study analysis
are the strategies that are commonly taken up by the researcher. The
case study analysis will provide opportunities to the researcher to get
the information from the relevant case studies regarding the topic of
the research. Action research will allow the researcher in finding

38DISSERTATION
issues that are present within the research topic that has been taken
up for the study (Gast and Ledford 2014). This will allow to provide
better solutions to the issues that has been identified in the research
process. The survey strategy allows the researcher in recording the
opinions of the respondents through the process of interviews and
surveys. The survey is based on close-ended questions whereas the
interviews that are conducted are done based on gathering the
answers. This will allow the researcher in achieving the objectives
that has been taken up in the research (Neuman and Robson 2014).
3.6.1: Justification
The research will be based on survey strategy where the
researcher will be providing the sample questions to the sample
population and the data will be recorded. This will help the
researcher in comparing the perspectives of the respondents so that
the research can be done in an efficient manner. Moreover, this type
of data will allow the researcher in collecting the information that is
relevant to the topic as well.
3.7: Sampling technique and sample size
The research strategy will be based on the techniques that will
allow the researcher to use the sampling technique. It can be divided
in to non-probability a probability techniques. The sampling technique
that is known as probability will allow the researcher to provide equal

39DISSERTATION
chances to the respondents to participate in the process of research,
as the research will be based on collection of the data (Tarone, Gass
and Cohen 2013). The process of being selected in the research
process for the respondents will be in random manner. On the other
hand, the technique known as non-probability sampling will not
provide any scope to the participants to be selected in a random
manner for the data collection process. The researcher has the
freedom to include particular set of respondents so that the outcome
of the research can be in a better manner. This technique will allow
the researcher in gaining a better understanding of the respondents
so that the data can be interpreted in a proper manner. This will
result in fulfilling the objectives that has been taken up in the
research process (Bauer 2014).
3.7.1: Justification
This research process will be based on probability sampling
technique, as the researcher will be collecting the data with respect
to the factors that help in determining the process of decision-making
among the customers. The researcher will be collecting responses of
100 customers for the research to be conducted in a proper manner.
3.8: Data collection technique
The secondary and the primary methods are mostly the
common methods of collecting the data that is used within the

40DISSERTATION
research process. The secondary sources are the books, journals
and articles that are already published, which helps the researcher in
broadening their level of understanding with concepts and theories
(Tuohy et al. 2013). The primary data on the other hand is a process
through which the data are collected by the researcher for the
research process. The quantitative method of collecting data helps
the researcher in collected the data from a particular population. After
the data has been collected, it will be analyzed by taking in to
account the perspective of the respondents so that the analysis can
be completed in a statistical manner (Reynolds et al. 2014). The
qualitative technique will allow the researcher in giving priority to the
quality of the data that will be collected. This will allow the researcher
to understand the suitability of the topic so that it can be
communicated with the respondents in a proper manner (Choy
2014).
3.9: Data analysis technique
The data will be collected in a quantitative way so that the
researcher is able to attain the objectives that has been taken up in
the research process. The researcher will take the help of graphs
and charts so that the analysis can be shown in a statistical manner.
The researcher will be using the SPSS tool so that the data can be
analyzed in an accurate manner (Lushey and Munro 2015).

41DISSERTATION
3.10: Ethical consideration
The researcher needs to follow certain laws so that the
research can be conducted in a successful manner. The information
that will be collected from the respondents will be kept as confidential
and will be used only for the purpose of research. The respondents
will not be forced to make a certain choice in the sample questions,
which may affect the result of the research in an overall manner. The
researcher will not indulge in data manipulation that, which may
hamper the overall result of then research process (Matthew and
Ross 2014).

42DISSERTATION
Chapter 4: Analysis and Findings
What is your gender?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 53 53.0 53.0 53.0
Female 47 47.0 47.0 100.0
Total 100 100.0 100.0
Did you consider the reputation of the company before selecting the
product?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 38 38.0 38.0 38.0
No 40 40.0 40.0 78.0
Maybe 22 22.0 22.0 100.0
Total 100 100.0 100.0

43DISSERTATION

44DISSERTATION
The above graphs show the relationship between the gender
of the customers and their consideration towards the reputation of
the company before they select any product. It can be seen that most
of the male respondents have stated that they do not consider the
reputation of the company before they select the products available
in the market.
What is your gender? * Did you consider the reputation of the company before
selecting the product? Cross tabulation
Did you consider the reputation of
the company before selecting the
product?
Total
Yes No Maybe
What is your Male Count 22 19 12 53

45DISSERTATION
gender?
% within What is
your gender? 41.5% 35.8% 22.6% 100.0%
% within Did you
consider the
reputation of the
company before
selecting the
product?
57.9% 47.5% 54.5% 53.0%
% of Total 22.0% 19.0% 12.0% 53.0%
Female
Count 16 21 10 47
% within What is
your gender? 34.0% 44.7% 21.3% 100.0%
% within Did you
consider the
reputation of the
company before
selecting the
product?
42.1% 52.5% 45.5% 47.0%
% of Total 16.0% 21.0% 10.0% 47.0%
Total
Count 38 40 22 100
% within What is
your gender? 38.0% 40.0% 22.0% 100.0%
% within Did you
consider the
reputation of the
company before
selecting the
product?
100.0% 100.0% 100.0% 100.0%
% of Total 38.0% 40.0% 22.0% 100.0%

46DISSERTATION
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square .872a 2 .647
Likelihood Ratio .873 2 .646
Linear-by-Linear Association .160 1 .689
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 10.34.
The Chi-Square test by Pearson has been conducted so that it
can help in finding the statistical association between the two
variables. It can be seen that the result of the test has come to
be .647 whereas the minimum value of the test had to be 10.34. This
shows that there is no statistical association between the variables.
Therefore it can be stated that both the genders that is the male and
the female customers do not consider the reputation of the brand
before they select the products available in the market.
What is your gender?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 53 53.0 53.0 53.0
Female 47 47.0 47.0 100.0
Total 100 100.0 100.0

47DISSERTATION
Do you think that association with a famous brand is important?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 40 40.0 40.0 40.0
No 35 35.0 35.0 75.0
Maybe 25 25.0 25.0 100.0
Total 100 100.0 100.0

48DISSERTATION

49DISSERTATION
The above graphs show the relationship between the genders
of the customers along with the importance of the association with
famous brands. It can be seen that most of the male customers have
stated that the association with famous brands is important, as it will
help in gaining a competitive advantage.
What is your gender? * Do you think that association with a famous brand is
important? Cross tabulation
Do you think that association with
a famous brand is important?
Total
Yes No Maybe
What is your
gender?
Male
Count 21 19 13 53
% within What is
your gender? 39.6% 35.8% 24.5% 100.0%
% within Do you
think that
association with a
famous brand is
important?
52.5% 54.3% 52.0% 53.0%
% of Total 21.0% 19.0% 13.0% 53.0%
Female
Count 19 16 12 47
% within What is
your gender? 40.4% 34.0% 25.5% 100.0%
% within Do you
think that
association with a
famous brand is
important?
47.5% 45.7% 48.0% 47.0%
% of Total 19.0% 16.0% 12.0% 47.0%
Total Count 40 35 25 100
% within What is
your gender?
40.0% 35.0% 25.0% 100.0%

50DISSERTATION
% within Do you
think that
association with a
famous brand is
important?
100.0% 100.0% 100.0% 100.0%
% of Total 40.0% 35.0% 25.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square .037a 2 .982
Likelihood Ratio .037 2 .982
Linear-by-Linear Association .000 1 .990
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 11.75.
The result of the test has come to be .982 whereas the
minimum value of the test had to be 11.75. This shows that there is
no statistical association between the variables. Therefore it can be
stated that both the genders are of the opinion that association with a
famous brand is important in the market.
What is your gender?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 53 53.0 53.0 53.0
Female 47 47.0 47.0 100.0
Total 100 100.0 100.0

51DISSERTATION
Hutchinson is a business group, which of the following do you know?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Telecom 32 32.0 32.0 32.0
Internet broadband 30 30.0 30.0 62.0
Mobile money 21 21.0 21.0 83.0
All of the above 17 17.0 17.0 100.0
Total 100 100.0 100.0

52DISSERTATION

53DISSERTATION
The above graph shows the relationship between the gender
of the customers and the other business products that are provided
by the company. It can be seen that most of the male customers
have a better idea of the other telecom services that are provided by
the company.
What is your gender? * Hutchinson is a business group, which of the following do
you know? Cross tabulation
Hutchinson is a business group, which
of the following do you know?
Total
Telecom Internet
broadband
Mobile
money
All of
the
above
What is your
gender?
Male
Count 16 22 6 9 53
% within What
is your gender? 30.2% 41.5% 11.3% 17.0% 100.0%
% within
Hutchinson is a
business
group, which of
the following do
you know?
50.0% 73.3% 28.6% 52.9% 53.0%
% of Total 16.0% 22.0% 6.0% 9.0% 53.0%
Female
Count 16 8 15 8 47
% within What
is your gender? 34.0% 17.0% 31.9% 17.0% 100.0%
% within
Hutchinson is a
business
group, which of
the following do
you know?
50.0% 26.7% 71.4% 47.1% 47.0%
% of Total 16.0% 8.0% 15.0% 8.0% 47.0%

54DISSERTATION
Total
Count 32 30 21 17 100
% within What
is your gender? 32.0% 30.0% 21.0% 17.0% 100.0%
% within
Hutchinson is a
business
group, which of
the following do
you know?
100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 32.0% 30.0% 21.0% 17.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 10.126a 3 .018
Likelihood Ratio 10.477 3 .015
Linear-by-Linear Association .603 1 .437
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 7.99.
The result of the above test can be seen has come to be .018
whereas the minimum value that was expected from the test had to
be 7.99. This shows that there is no statistical association between
the variables and that both the genders have an equal amount of
knowledge regarding the various products that are offered by the
company.
Which age group do you belong to?

55DISSERTATION
Frequency Percent Valid Percent Cumulative
Percent
Valid
Below 20 21 21.0 21.0 21.0
21-30 years 36 36.0 36.0 57.0
31-40 years 36 36.0 36.0 93.0
41 and above 7 7.0 7.0 100.0
Total 100 100.0 100.0
Do you think that association with a famous brand is important?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 40 40.0 40.0 40.0
No 35 35.0 35.0 75.0
Maybe 25 25.0 25.0 100.0
Total 100 100.0 100.0

56DISSERTATION
The above graph shows the relationship between the age of
the customers and their insights regarding the importance of being
associated with famous brands. It can be seen that most of the

57DISSERTATION
customers who belong to the age group of 21-30 and 31-40 years
have stated that it is important to be associated with famous brands.
Which age group do you belong to? * Do you think that association with a famous
brand is important? Cross tabulation
Do you think that association
with a famous brand is
important?
Total
Yes No Maybe
Which age group
do you belong
to?
Below 20
Count 12 7 2 21
% within Which
age group do
you belong to?
57.1% 33.3% 9.5% 100.0%
% within Do you
think that
association with
a famous brand
is important?
30.0% 20.0% 8.0% 21.0%
% of Total 12.0% 7.0% 2.0% 21.0%
21-30
years
Count 18 12 6 36
% within Which
age group do
you belong to?
50.0% 33.3% 16.7% 100.0%
% within Do you
think that
association with
a famous brand
is important?
45.0% 34.3% 24.0% 36.0%
% of Total 18.0% 12.0% 6.0% 36.0%
31-40
years
Count 10 15 11 36
% within Which
age group do
you belong to?
27.8% 41.7% 30.6% 100.0%

58DISSERTATION
% within Do you
think that
association with
a famous brand
is important?
25.0% 42.9% 44.0% 36.0%
% of Total 10.0% 15.0% 11.0% 36.0%
41 and
above
Count 0 1 6 7
% within Which
age group do
you belong to?
0.0% 14.3% 85.7% 100.0%
% within Do you
think that
association with
a famous brand
is important?
0.0% 2.9% 24.0% 7.0%
% of Total 0.0% 1.0% 6.0% 7.0%
Total
Count 40 35 25 100
% within Which
age group do
you belong to?
40.0% 35.0% 25.0% 100.0%
% within Do you
think that
association with
a famous brand
is important?
100.0% 100.0% 100.0% 100.0%
% of Total 40.0% 35.0% 25.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 21.726a 6 .001
Likelihood Ratio 21.359 6 .002

59DISSERTATION
Linear-by-Linear Association 15.409 1 .000
N of Valid Cases 100
a. 3 cells (25.0%) have expected count less than 5. The minimum
expected count is 1.75.
It can be seen that the result of the test has come to be .001
whereas the minimum value of the test has to be 1.75. This shows
that there is no statistical association between the variables.
Therefore it can be stated that customers belonging to different age
groups are also of the view that being associated with famous brands
helps them in gaining a competitive advantage.
Which age group do you belong to?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Below 20 21 21.0 21.0 21.0
21-30 years 36 36.0 36.0 57.0
31-40 years 36 36.0 36.0 93.0
41 and above 7 7.0 7.0 100.0
Total 100 100.0 100.0
What is your understanding of branding?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Labelling 29 29.0 29.0 29.0
Name 34 34.0 34.0 63.0
Slogan 26 26.0 26.0 89.0
Company image 11 11.0 11.0 100.0
Total 100 100.0 100.0

60DISSERTATION

61DISSERTATION
The above table shows the relationship between the age
group of the customers and their level of understanding regarding
branding. It can be seen that most of the people belonging to the age
group of 21-30 and 31-40 years have stated that they associate
branding with the name of the company.
Which age group do you belong to? * What is your understanding of branding?
Cross tabulation
What is your understanding of
branding?
Total
Labelling Name Slogan Company
image
Which age Below Count 5 10 4 2 21

62DISSERTATION
group do you
belong to?
20
% within
Which age
group do you
belong to?
23.8% 47.6% 19.0% 9.5% 100.0%
% within What
is your
understanding
of branding?
17.2% 29.4% 15.4% 18.2% 21.0%
% of Total 5.0% 10.0% 4.0% 2.0% 21.0%
21-30
years
Count 13 12 6 5 36
% within
Which age
group do you
belong to?
36.1% 33.3% 16.7% 13.9% 100.0%
% within What
is your
understanding
of branding?
44.8% 35.3% 23.1% 45.5% 36.0%
% of Total 13.0% 12.0% 6.0% 5.0% 36.0%
31-40
years
Count 10 11 12 3 36
% within
Which age
group do you
belong to?
27.8% 30.6% 33.3% 8.3% 100.0%
% within What
is your
understanding
of branding?
34.5% 32.4% 46.2% 27.3% 36.0%
% of Total 10.0% 11.0% 12.0% 3.0% 36.0%
41
and
above
Count 1 1 4 1 7
% within
Which age
group do you
belong to?
14.3% 14.3% 57.1% 14.3% 100.0%

63DISSERTATION
% within What
is your
understanding
of branding?
3.4% 2.9% 15.4% 9.1% 7.0%
% of Total 1.0% 1.0% 4.0% 1.0% 7.0%
Total
Count 29 34 26 11 100
% within
Which age
group do you
belong to?
29.0% 34.0% 26.0% 11.0% 100.0%
% within What
is your
understanding
of branding?
100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 29.0% 34.0% 26.0% 11.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 9.009a 9 .436
Likelihood Ratio 8.680 9 .467
Linear-by-Linear Association 1.220 1 .269
N of Valid Cases 100
a. 7 cells (43.8%) have expected count less than 5. The minimum
expected count is .77.
The result of the test has come to be .436 whereas the
minimum value that was expected from the test had to be .77. This
shows that there is no statistical association between the variables.
Therefore it can be stated that the customers who belong to the other
age groups also feel that the name of the company plays an
important part in understanding the brand of the company.

64DISSERTATION
Which age group do you belong to?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Below 20 21 21.0 21.0 21.0
21-30 years 36 36.0 36.0 57.0
31-40 years 36 36.0 36.0 93.0
41 and above 7 7.0 7.0 100.0
Total 100 100.0 100.0
Are you of the perception that the brand image of Hutchinson matches
your image?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 43 43.0 43.0 43.0
No 42 42.0 42.0 85.0
Maybe 15 15.0 15.0 100.0
Total 100 100.0 100.0

65DISSERTATION

66DISSERTATION
The above graph shows the relationship between the age of
the customers and their perception regarding the image of the brand
that also matches the personality of the customers. It can be seen
that most of the customers who are of the age group of 21-30 and
31-40 years have stated that they are of the perception that the
image of the brand matches their personality as well.
Which age group do you belong to? * Are you of the perception that the brand image
of Hutchinson matches your image? Cross tabulation
Are you of the perception that
the brand image of Hutchinson
matches your image?
Total
Yes No Maybe

67DISSERTATION
Which age group
do you belong
to?
Below 20
Count 8 10 3 21
% within Which
age group do
you belong to?
38.1% 47.6% 14.3% 100.0%
% within Are you
of the perception
that the brand
image of
Hutchinson
matches your
image?
18.6% 23.8% 20.0% 21.0%
% of Total 8.0% 10.0% 3.0% 21.0%
21-30
years
Count 17 13 6 36
% within Which
age group do
you belong to?
47.2% 36.1% 16.7% 100.0%
% within Are you
of the perception
that the brand
image of
Hutchinson
matches your
image?
39.5% 31.0% 40.0% 36.0%
% of Total 17.0% 13.0% 6.0% 36.0%
31-40
years
Count 16 14 6 36
% within Which
age group do
you belong to?
44.4% 38.9% 16.7% 100.0%
% within Are you
of the perception
that the brand
image of
Hutchinson
matches your
image?
37.2% 33.3% 40.0% 36.0%
% of Total 16.0% 14.0% 6.0% 36.0%

68DISSERTATION
41 and
above
Count 2 5 0 7
% within Which
age group do
you belong to?
28.6% 71.4% 0.0% 100.0%
% within Are you
of the perception
that the brand
image of
Hutchinson
matches your
image?
4.7% 11.9% 0.0% 7.0%
% of Total 2.0% 5.0% 0.0% 7.0%
Total
Count 43 42 15 100
% within Which
age group do
you belong to?
43.0% 42.0% 15.0% 100.0%
% within Are you
of the perception
that the brand
image of
Hutchinson
matches your
image?
100.0% 100.0% 100.0% 100.0%
% of Total 43.0% 42.0% 15.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 3.795a 6 .704
Likelihood Ratio 4.644 6 .590
Linear-by-Linear Association .020 1 .888
N of Valid Cases 100
a. 4 cells (33.3%) have expected count less than 5. The minimum
expected count is 1.05.

69DISSERTATION
The result of the test has come to be .704 whereas the
minimum value of the test had to be 1.05. This shows that there is no
statistical association between the variables. Therefore it can be
stated that customers of other age groups are also of the perception
that the image of the brand of Hutchinson matches their personality
as well.
What is your level of income (GH₡)?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Under 10000 19 19.0 19.0 19.0
10001-20000 42 42.0 42.0 61.0
20001-30000 31 31.0 31.0 92.0
30001 and above 8 8.0 8.0 100.0
Total 100 100.0 100.0
What is your idea regarding the prices and charges of the company?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 36 36.0 36.0 36.0
High 23 23.0 23.0 59.0
Normal 22 22.0 22.0 81.0
Low 15 15.0 15.0 96.0
Very Low 4 4.0 4.0 100.0
Total 100 100.0 100.0

70DISSERTATION

71DISSERTATION
The above graph shows the relationship between the levels of
income among the customers and their insights regarding the
process that are charged by the company. It can be seen that most
of the customers who have earnings of 10001-20000 GH₡ have
stated that the company charges a very high price for the service that
they provide to them.
What is your level of income (GH₡)? * What is your idea regarding the prices and
charges of the company? Cross tabulation
What is your idea regarding the prices and
charges of the company?
Total
Very
High
High Normal Low Very
Low

72DISSERTATION
What is
your level
of income
(GH?)?
Under
10000
Count 7 3 3 5 1 19
% within
What is
your level
of income
(GH?)?
36.8% 15.8% 15.8% 26.3% 5.3% 100.0%
% within
What is
your idea
regarding
the prices
and
charges of
the
company?
19.4% 13.0% 13.6% 33.3% 25.0% 19.0%
% of Total 7.0% 3.0% 3.0% 5.0% 1.0% 19.0%
10001-
20000
Count 18 9 12 2 1 42
% within
What is
your level
of income
(GH?)?
42.9% 21.4% 28.6% 4.8% 2.4% 100.0%
% within
What is
your idea
regarding
the prices
and
charges of
the
company?
50.0% 39.1% 54.5% 13.3% 25.0% 42.0%
% of Total 18.0% 9.0% 12.0% 2.0% 1.0% 42.0%
20001- Count 10 9 6 5 1 31

73DISSERTATION
30000
% within
What is
your level
of income
(GH?)?
32.3% 29.0% 19.4% 16.1% 3.2% 100.0%
% within
What is
your idea
regarding
the prices
and
charges of
the
company?
27.8% 39.1% 27.3% 33.3% 25.0% 31.0%
% of Total 10.0% 9.0% 6.0% 5.0% 1.0% 31.0%
30001
and
above
Count 1 2 1 3 1 8
% within
What is
your level
of income
(GH?)?
12.5% 25.0% 12.5% 37.5% 12.5% 100.0%
% within
What is
your idea
regarding
the prices
and
charges of
the
company?
2.8% 8.7% 4.5% 20.0% 25.0% 8.0%
% of Total 1.0% 2.0% 1.0% 3.0% 1.0% 8.0%
Total Count 36 23 22 15 4 100
% within
What is
your level
of income
(GH?)?
36.0% 23.0% 22.0% 15.0% 4.0% 100.0%

74DISSERTATION
% within
What is
your idea
regarding
the prices
and
charges of
the
company?
100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 36.0% 23.0% 22.0% 15.0% 4.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 13.589a 12 .328
Likelihood Ratio 13.515 12 .333
Linear-by-Linear Association .943 1 .332
N of Valid Cases 100
a. 12 cells (60.0%) have expected count less than 5. The minimum
expected count is .32.
It can be seen that the result of the test has come to be .328 whereas
the minimum value that was expected from the test had to be .32.
This shows that there is a statistical association between the
variables. Therefore it can be stated that the customers who have an
income of 10001-20000 GH₡ and lower are of the view that the prices of
the company is too high for the services that they offer in the market.
What is your level of income (GH?)?

75DISSERTATION
Frequency Percent Valid Percent Cumulative
Percent
Valid
Under 10000 19 19.0 19.0 19.0
10001-20000 42 42.0 42.0 61.0
20001-30000 31 31.0 31.0 92.0
30001 and above 8 8.0 8.0 100.0
Total 100 100.0 100.0
What other brands come in to your mind when Hutchinson is mentioned?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Tigo 35 35.0 35.0 35.0
Airtel 34 34.0 34.0 69.0
Mtn 18 18.0 18.0 87.0
Expresso 13 13.0 13.0 100.0
Total 100 100.0 100.0

76DISSERTATION

77DISSERTATION
The graphs show the relationship between the level of income
of the customers and the other brands that come in to the mind of the
customers when the name of the company is mentioned. It can be
seen that most of the customers who have an income of 10001-
20000 have stated that the other brand called Tigo also comes in to
the mind of the customers due to the same strategies applied by
them.
What is your level of income (GH?)? * What other brands come in to your mind when
Hutchinson is mentioned? Cross tabulation
What other brands come in to your
mind when Hutchinson is mentioned?
Total
Tigo Airtel Mtn Expresso
What is your
level of
income
(GH?)?
Under
10000
Count 6 7 2 4 19
% within What
is your level of
income
(GH?)?
31.6% 36.8% 10.5% 21.1% 100.0%
% within What
other brands
come in to
your mind
when
Hutchinson is
mentioned?
17.1% 20.6% 11.1% 30.8% 19.0%
% of Total 6.0% 7.0% 2.0% 4.0% 19.0%
10001-
20000
Count 18 18 3 3 42
% within What
is your level of
income
(GH?)?
42.9% 42.9% 7.1% 7.1% 100.0%

78DISSERTATION
% within What
other brands
come in to
your mind
when
Hutchinson is
mentioned?
51.4% 52.9% 16.7% 23.1% 42.0%
% of Total 18.0% 18.0% 3.0% 3.0% 42.0%
20001-
30000
Count 9 6 11 5 31
% within What
is your level of
income
(GH?)?
29.0% 19.4% 35.5% 16.1% 100.0%
% within What
other brands
come in to
your mind
when
Hutchinson is
mentioned?
25.7% 17.6% 61.1% 38.5% 31.0%
% of Total 9.0% 6.0% 11.0% 5.0% 31.0%
30001
and
above
Count 2 3 2 1 8
% within What
is your level of
income
(GH?)?
25.0% 37.5% 25.0% 12.5% 100.0%
% within What
other brands
come in to
your mind
when
Hutchinson is
mentioned?
5.7% 8.8% 11.1% 7.7% 8.0%
% of Total 2.0% 3.0% 2.0% 1.0% 8.0%
Total Count 35 34 18 13 100

79DISSERTATION
% within What
is your level of
income
(GH?)?
35.0% 34.0% 18.0% 13.0% 100.0%
% within What
other brands
come in to
your mind
when
Hutchinson is
mentioned?
100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 35.0% 34.0% 18.0% 13.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 15.460a 9 .079
Likelihood Ratio 15.527 9 .077
Linear-by-Linear Association 1.151 1 .283
N of Valid Cases 100
a. 7 cells (43.8%) have expected count less than 5. The minimum
expected count is 1.04.
The result of the test has come to be .079 whereas the
minimum value that was expected from the test had to be 1.04. This
shows that there is no statistical association between the variables.
Therefore it can be stated that the customers with an income of
10001-20000 are of the view that Tigo comes in to their mind when
the name of the company is mentioned. This is due to the fact that
the customers are of the view that the Tigo Company uses the same

80DISSERTATION
strategies and the prices of the products and services are same as
that of Hutchinson.
What is your gender?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 53 53.0 53.0 53.0
Female 47 47.0 47.0 100.0
Total 100 100.0 100.0
How does the company differ from the other companies present in the market?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Fast internet 34 34.0 34.0 34.0
Service quality 31 31.0 31.0 65.0
Wider coverage 28 28.0 28.0 93.0
Affordability 7 7.0 7.0 100.0
Total 100 100.0 100.0

81DISSERTATION

82DISSERTATION
The graphs show the relationship between the gender of the
customers and the difference in the products of the company than
the other companies that are present in the market. It can be seen
that most of the male respondents have stated that the fast internet
connectivity provided by the company helps them in gaining a
competitive advantage over the other companies that are present in
the market.
What is your gender? * How does the company differ from the other companies
present in the market? Cross tabulation
How does the company differ from the
other companies present in the market?
Total

83DISSERTATION
Fast
internet
Service
quality
Wider
coverage
Affordability
What is
your
gender?
Male
Count 20 16 13 4 53
% within What
is your
gender?
37.7% 30.2% 24.5% 7.5% 100.0%
% within How
does the
company differ
from the other
companies
present in the
market?
58.8% 51.6% 46.4% 57.1% 53.0%
% of Total 20.0% 16.0% 13.0% 4.0% 53.0%
Female
Count 14 15 15 3 47
% within What
is your
gender?
29.8% 31.9% 31.9% 6.4% 100.0%
% within How
does the
company differ
from the other
companies
present in the
market?
41.2% 48.4% 53.6% 42.9% 47.0%
% of Total 14.0% 15.0% 15.0% 3.0% 47.0%
Total Count 34 31 28 7 100
% within What
is your
gender?
34.0% 31.0% 28.0% 7.0% 100.0%

84DISSERTATION
% within How
does the
company differ
from the other
companies
present in the
market?
100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 34.0% 31.0% 28.0% 7.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 1.020a 3 .796
Likelihood Ratio 1.023 3 .796
Linear-by-Linear Association .467 1 .494
N of Valid Cases 100
a. 2 cells (25.0%) have expected count less than 5. The minimum
expected count is 3.29.
The result of the test has come to be .796 whereas the
minimum value of the test had to be 3.29. This shows that there is no
statistical association between the variables. It can therefore be
stated that both of the genders that is male and female customers
are of the view that fast internet connectivity helps the company in
gaining competitive advantage in the market over the other brands.
What is your level of income (GH?)?

85DISSERTATION
Frequency Percent Valid Percent Cumulative
Percent
Valid
Under 10000 19 19.0 19.0 19.0
10001-20000 42 42.0 42.0 61.0
20001-30000 31 31.0 31.0 92.0
30001 and above 8 8.0 8.0 100.0
Total 100 100.0 100.0
What influences your decision to purchase the product or service?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Cost 27 27.0 27.0 27.0
Image of the brand 36 36.0 36.0 63.0
Availability 24 24.0 24.0 87.0
Friends and family 13 13.0 13.0 100.0
Total 100 100.0 100.0

86DISSERTATION

87DISSERTATION
The graphs show that the relationship between the income
levels of the customers and the factor that influences their decision
regarding the purchase of the products or the services offered by the
company. It can be seen that most of the customers who have an
income level of 10001-20000 have stated that they feel the image of
the brand helps in influencing their decisions regarding purchasing
the products or services of the company.
What is your level of income (GH?)? * What influences your decision to purchase
the product or service? Cross tabulation
What influences your decision to
purchase the product or service?
Total
Cost Image
of the
brand
Availability Friends
and
family
What is your
level of
income
(GH?)?
Under
10000
Count 6 9 2 2 19
% within
What is your
level of
income
(GH?)?
31.6% 47.4% 10.5% 10.5% 100.0%
% within
What
influences
your decision
to purchase
the product or
service?
22.2% 25.0% 8.3% 15.4% 19.0%
% of Total 6.0% 9.0% 2.0% 2.0% 19.0%
10001- Count 13 16 8 5 42

88DISSERTATION
20000
% within
What is your
level of
income
(GH?)?
31.0% 38.1% 19.0% 11.9% 100.0%
% within
What
influences
your decision
to purchase
the product or
service?
48.1% 44.4% 33.3% 38.5% 42.0%
% of Total 13.0% 16.0% 8.0% 5.0% 42.0%
20001-
30000
Count 7 9 11 4 31
% within
What is your
level of
income
(GH?)?
22.6% 29.0% 35.5% 12.9% 100.0%
% within
What
influences
your decision
to purchase
the product or
service?
25.9% 25.0% 45.8% 30.8% 31.0%
% of Total 7.0% 9.0% 11.0% 4.0% 31.0%
30001
and
above
Count 1 2 3 2 8
% within
What is your
level of
income
(GH?)?
12.5% 25.0% 37.5% 25.0% 100.0%

89DISSERTATION
% within
What
influences
your decision
to purchase
the product or
service?
3.7% 5.6% 12.5% 15.4% 8.0%
% of Total 1.0% 2.0% 3.0% 2.0% 8.0%
Total
Count 27 36 24 13 100
% within
What is your
level of
income
(GH?)?
27.0% 36.0% 24.0% 13.0% 100.0%
% within
What
influences
your decision
to purchase
the product or
service?
100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 27.0% 36.0% 24.0% 13.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 7.850a 9 .549
Likelihood Ratio 7.926 9 .542
Linear-by-Linear Association 4.213 1 .040
N of Valid Cases 100
a. 7 cells (43.8%) have expected count less than 5. The minimum
expected count is 1.04.
The result of the test has come to be .549 whereas the
minimum value that was required from the test had to be 1.04. This

90DISSERTATION
shows that there is no statistical association between the variables.
Therefore it can be stated that customers who have different levels of
income are also of the view that the image of the brand allows in
influencing their decisions regarding purchasing the products and
services from the company.

91DISSERTATION
Chapter 5: Conclusion and Recommendation
5.1: Conclusion
This chapter helps in concluding the above study that has
been done by summarizing up the important points, which has been
present in the process of research. The important points will be
summarized so that the researcher will be able to link the objectives
that has been taken up for the study with the rest of the part so that it
can help in establishing a connection between the dependent and the
independent variables.
5.2: Linking with the objectives
To understand the impact of branding on the process of
decision-making of the customers with respect to telecommunication
industry in Ghana
The literature review that was conducted has shown that the brand of
the company plays an important role in the decision making capacity
of the customers, as the image needs to be portrayed in a better
manner. The image of the brand is an important tool that helps the
brand to provide the products and services in the market in a better
manner. It will help the consumers in being attracted towards the
brand, which will help in increasing the level of profit for the company
as well. The customers will be attracted towards the products and

92DISSERTATION
services that are being provided at a lower rate as well as the ones
that will help in increasing the level of satisfaction among them. Most
of the buying behaviour regarding the services and the products that
are being offered by the company depends on the factor of price, as
it will help the company in gaining a competitive advantage in the
market as well. This will help the company in gaining a competitive
advantage in the market. The data analysis has shown that most of
the participants of both the genders feel that is important for them to
be associated with the brand, as the products and services that are
offered by them are of superior quality. This influences their buying
behaviour in switching over to the products and services that are
being offered by famous brands.
To understand the correlation between the purchases and the
perception of the brand within the consumers
The literature review that was conducted has shown that the
purchase of the products and services will help the customers in
having a positive perception regarding the brand that is being offered
by the companies. The perception regarding the brands can be
improved among the customers by providing the products and
services at an efficient manner. It will also help the customers in
changing their perceptions towards the brand with respect to the
quality and the features that are present in the brand. The companies

93DISSERTATION
need to increase the level of satisfaction among the customers by
providing the products and services according to their needs and
preferences so that it can help in increasing the equity of the
particular brand in the market. The analysis of the data has also
shown that both the genders have an equal knowledge regarding the
products and services that are being offered by the company due to
the perception that the customers have regarding the particular
brand. It will also help in increasing the awareness of the brand in the
market so that the customers can gain a proper knowledge regarding
the attributes that are present within the products and services. It has
also been seen that the perception regarding the brands are also
present among different age groups so that it can help in gaining a
competitive advantage in the market. This will help in increasing the
brand value of the company in the market so that it can help in
attracting the customers as well.
To evaluate the impact that brand name creates on the purchase
decision of the consumers
The review of literature has shown that the name of the brand
plays an important role in the decision of the consumers in
purchasing a particular product. The name of the brand helps the
consumers in being associated with the company so that it can help
them in understanding the products and services with which the

94DISSERTATION
company is dealing. This will help the company in influencing the
purchasing decision of the customers so that the profit of the
company can be increased. The logo and the colour that is being
used by the company in designing the name of the brand needs to be
presented to the customers in a proper manner so that they can
associate the name of the brand whenever they will see the logo in
the market. It will also help the company in understanding the needs
and preferences of the customers so that it can help in providing the
products and services accordingly. The name of the brand is also
associated with the goodwill of the company based on which it can
help in influencing the purchasing behaviour of the consumers. The
data analysis that has been conducted has shown that the customers
who are of different age groups feel that the perception of the image
of the company needs to match their personality so that it can
influence their buying behaviour. The customers also need to have a
certain level of income so that it can help them in purchasing the
services that are being offered by the company. This shows that the
name of the brand plays an important role, as the products that are
given by the company are of superior quality.
5.3: Recommendations
After the study has been completed few major
recommendations can be given such as the style of packaging needs

95DISSERTATION
to be changed by the company on a constant manner along with the
technological advancements that are present in the market so that
the customers can have a new taste with respect to the products that
are being delivered by the company. It will also result in changing the
preferences of the consumers towards the product when the
packaging of the product will be changed.
If the company increases the prices of the products, then it
needs to provide superior quality products so that it can help in
attracting the customers towards the product. The company also
needs to improve its services in the market so that it can help in
attracting more number of customers towards the products. This will
help in increasing the image of the brand among the customers as
well as influence their purchasing behaviour towards the products.
The company also needs to increase its reach in the Greater Accra
region by using the latest technologies and the resources that are
available to them so that it can help them in understanding the needs
and demands of the customers so that the required products and
services can be provided to them. This will also help in increasing the
reach of the company in the unchartered markets so that the
products and services can be made accessible to those customers
as well. This will result in influencing the buying behaviour of the
consumers towards the particular products and services.

96DISSERTATION
The use of the proper marketing strategies needs to be
implemented by the companies so that it can create an impact on
influencing the purchasing behaviour of the consumers in a positive
manner. The marketing strategies needs to be aligned with the
pricing strategies of the company so that it can help in attracting the
customers. This will result in influencing the purchasing behaviour of
the consumers in a proper manner. The advertising of the products
and the services needs to be done in a proper manner so that it can
result in attracting more number of customers. This will also result in
influencing the buying behaviour of the customers towards the
particular product or services that are being offered by Hutchinson
Global Company.
The information that is provided to the customers need to be
authentic and reliable so that it can help in conveying the right
features and attributes that are present within the product. This will
help the customers in being attracted towards the company due to
the increase in the level of knowledge, which will help in influencing
their purchasing behaviour towards the product as well. It will thus
result in understanding the needs and preferences of the customers
towards certain products and services so that the sale of the
products and services can be increased in the market for the
company as well.

97DISSERTATION
5.4: Limitation of the research
There were various problems that were faced by the
researcher when the research was conducted. The hindrances in the
research study had to be dealt in a proper manner so that it can help
in completing the work in a short period and in a proper manner. The
most important factor was time that was available for a limited period
to the researcher. This had made the research study to be completed
with a small sample and the wide occurrences of the problems could
not be analysed in an in-depth way. The survey that was conducted
had to be done a small sample size as the waiting period was long to
survey more number of people in the region. Another major problem
that was faced by the researcher was the educational background of
the people that was available in the region. Most of the people were
illiterate and were reluctant in taking up the survey, as they could not
understand the process. The interview process had to be eliminated,
as the managers were busy within the company and could not
provide enough time to complete the process in a successful
manner. These factors were some of the major causes that had led
to cause a hindrance in conducting the study in an efficient manner.
5.5: Scope for future research
The research has been done in a successful manner that can
be used as a secondary source by the other researcher in conducting

98DISSERTATION
their review of literature in the future. The research study has been
done based on the impact that the image of the brand creates on the
purchasing behaviour of the consumers and the data that has been
provided in the study can be used as future references as well. The
primary data that has been provided in the analysis part can also be
taken up as a secondary source and can be used as a reference for
the future researches.

99DISSERTATION
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Appendices
Appendix 1: Survey questionnaires for consumers
1) What is your gender?
Male
Female
2) Which age group do you belong to?
Below 20
21-30
31-40
41 and above
3) What is your level of income (GH₡)?
Under 10000
10001-20000
20001-30000
30001 and above
4) How long have you been using the service of Hutchinson?
Less than a year

107DISSERTATION
1-2
2.1-5
5.1 and above
5) Did you consider the reputation of the company before selecting
the product?
Yes
No
Maybe
6) Do you think that association with a famous brand is important?
Yes
No
Maybe
7) Hutchinson is a business group, which of the following do you
know?
Telecom
Internet broadband
Mobile money
All of the above

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8) What is your understanding of branding?
Labeling
Name
Slogan
Company image
9) Do you think that the image of the company provides better
quality?
Yes
No
Maybe
10) Are you of the perception that the brand image of Hutchinson
matches your image?
Yes
No
Maybe
11) What is your idea regarding the prices and charges of the
company?
Very High

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High
Normal
Low
Very Low
12) What other brands come in to your mind when Hutchinson is
mentioned?
Tigo
Airtel
Mtn
Expresso
13) How does the company differ from the other companies present
in the market?
Fast internet
Service quality
Wider coverage
Affordability
14) What influences your decision to purchase the product or
service?

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Cost
Image of the brand
Availability
Friends and family