(PDF) Impact of Brand on Consumer Decision Making

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

DISSERTATION1
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

DISSERTATION2
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.

DISSERTATION3
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,

DISSERTATION4
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

DISSERTATION5
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

DISSERTATION6
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

DISSERTATION7
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