Branding Strategies and Customer Behavior Analysis

The assignment delves into the world of branding and its effects on consumer buying behaviour. It explores various research papers and articles that discuss the importance of branding in influencing customer decisions. The questionnaire provided offers insights into how consumers perceive brands and what factors they consider when making purchasing decisions. The summary also touches upon the significance of branding in the mobile market, specifically highlighting the UK Mobile market's trend towards mid-tier brands in 2017.

Impact of branding on
consumer behaviour in
London to choose iPhone and
Samsung

ACKNOWLEDGEMENT
I'm expressing my gratitude with love and sincerity to them who were associated with me
to accomplish this project work. All the hard work, devotion towards duty and the love or
tolerance which my supervisor has shown I'm grateful to. At the end I want to thank my family
and friends for their involvement and cooperation in my data collection on conducting my
research work on the impact of branding on customer behaviour.

ABSTRACT
The whole research project which is to be conducted is based on the comparative study of
Apple and Samsung and their brands impact on customer behaviour. The dissertation will be
having qualitative study so that we can judge the impact of branding on customer of company.
Branding is the signal which is allowing the customer in recognising the product quickly as they
are very familiar with the company and brand as well. Behaviour of customer is all depended
upon the brand of that company and this will be including the decision of buying the product or
not. As the brand of Apple and Samsung are very well known by the quality of product and
services which they are providing to customer at any cost. This also states that how will data is
ethical on all grounds and what are its limitations. The methods which are applied in field of
study or research in a systematic and theoretical manner is known as methodology. In the
dissertation customer who are having specified knowledge about technological gadgets and who
are frequently involved in purchase of these gadgets are taken so that they are able to judge how
will purchase be affected by branding.

Topic: Impact of branding on consumer behaviour in London to choose iPhone and Samsung
CHAPTER 1 INTRODUCTION
Background of the study:
Brand is associated with the design, symbol and name of the company which will be
helping customer, investor and company itself to distinguish between one or more company in
marketplace. The general perception and feeling about the brand and then its influence on
customer behaviour is called as brand image and this is the important part of brand. So in the
present condition of work branding and brand image is the method which will be helping the
company in finding its value of product in market. Brand image is also the feature of product
which is kept in mind of customer while he is making his purchase of particular product this can
be either price or quality or also the use of technology in the product development. It is very
much helpful for the company and is also very important as this will be making the company
distinguishing its brand with that to its rival in market. All the firm whether big or small need to
give attention on brand and branding of its product and service thus making profits and revenue
for them.
Branding is the signal which is allowing the customer in recognising the product quickly
as they are very familiar with the company and brand as well. Customer in today's environment
is very much up to date and they always find their best quality of product from the market as
they are having all kind of information which is relevant to product. Customer also relate the
purchase of product to that of their experience and this will be laying emphasises on whether to
buy or not. Brand is not new to world as this was also used at the pastime in Egypt in around
2700 BC as at this time the cattle of one person was used to distinguish from that of others in
market.
The present dissertation is based on the impact of branding on customer behaviour and
will be studying the comparative analysis of two big giants in the world of electronic gadgets
Apple and Samsung. Both the company are not just company in the world of electronic market
but are associated as the brand of Apple and Samsung. Brand and branding in the case of Apple
and Samsung is very frequently used as they are the one who clearly knows what and how to
achieve with the help of brand. Apple is an American multinational technology company which
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is designing, developing and selling the consumer electronic and computer software and online
services. This is also regarded to as the market leader in world as is the most popular brand
among all customer. All the customer who are using mobile or computer software are in the want
of buying product of Apple with only seeing the brand of Apple.
On the other hand Samsung is considered to as the biggest rival of Apple in terms of
market share. Samsung is the South Korean multinational conglomerate which is comprising
many companies under the brand of Samsung. This is very well known company in almost all
parts of the world which is all because of the brand image of Samsung and its product in market.
Samsung is known for selling the best quality of mobile and computers systems as is regarded as
market leader in many of countries. There are many types of products rather than only mobile
phones like the semi conductors, washing machines etc., All these products are also forming the
part of conglomerate of Samsung and preforming under the brand name of Samsung.
London, UK is been selected in this research work just because population of London are
very much found of gadgets Samsung is also opening giant showroom on Regent Street of
London so that it can compete with Apple. According to statistical research done within city
there were about 48% respondents who were using Apple iPhone. Among them only 20% of
them have recently upgrading and changing their handset to new one like iPhone X and 8 (UK
Mobile Market Is 2017 The Year Of The Mid Tier, 2018). The share of Apple iPhone X in 2017
May was about 49.21% which was less than that in 2016 January. Bas this was said that the
mobile consumer at London, UK are becoming more price conscious and sale of iPhone X was
reduced because of this. Still, during the last year 2017 mobile market share of UK was
dominated by both Apple and Samsung with the share of 49.04% and 29.98% respectively. All
the others in market like that of Nokia, LG or Motorola were having relatively smaller parts.
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Illustration 1: UK Mobile market: Is 2017 the year of the mid-tier?
[Source: UK Mobile market: Is 2017 the year of the mid-tier?, 2018]
All the customer who are associating themselves with the brand of Apple or Samsung are
having full knowledge about the brand as are having the good image. Branding and brand are
very much important for them as the customer behaviour will be depending upon them and this
will be requiring company to keep the standard of their quality as high as the expectations of
customer. They need to always give emphasises on the quality of product as this is the reason
behind brand image of company.
Behaviour of customer is all depended upon the brand of that company and this will be
including the decision of buying the product or not. As the brand of Apple and Samsung are very
well known by the quality of product and services which they are providing to customer at any
cost. The impact of branding is very extensive on the behaviour of customer and then on the
profitability of firm which is defined wholly by this factor only. If the experience of customer is
not good with that particular company then he will surely will not be ready to purchase that
product. Customer finds these both countries as doing very successful business in the market by
the use of brand image.
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Aim:
Aim of the study is to assess the impact of branding on consumer behaviour in London to
choose iPhone and Samsung
Objective:
 To understand the importance of branding in Apple and Samsung.
 To evaluate the impact of brand and branding on customer behaviour.
 To analyse the impact of brand and branding on customer behaviour.
 To recommend the ways in which the branding will be implemented successfully within
company.
Research Questions:
 What is the importance of branding for Apple and Samsung.
 What is the impact of branding on customer behaviour.
 What are the benefits of implementing branding on customer behaviour.
 What are the ways branding can be implemented successfully within Company.
Significance:
The present dissertation will be of importance for the various types of group like
students, researchers, suppliers and both company. The student can easily understand the
importance of branding on the profitability of company and customer behaviours. Researcher can
use this matter for further research work in the field of their research work. Supplier will be
using the report on analysing that how to use the following matter in supply of product. Both the
company can also use the research work in their understanding of the behaviour of customer and
how can they get the benefit from branding on the increment of profit and market share.
Rationale:
The following study is done so that the reader can easily understand the value of brand
and branding on the customer behaviour. The study can help many types of group of people who
can easily understand what is the meaning of branding and how will it be helpful in impacting
the customer behaviour. The customer behaviour will also be there in the following study. The
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impact of behaviour of customer which need to be studied will be clearly defined as to why in
present scenario brand is been given so much importance. The study will be helpful for both the
companies which are taken in the study like Apple and Samsung who are the market leader in
terms of electronic equipments and computer software.
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CHAPTER 2 LITERATURE REVIEW
Theme: Meaning and importance of Branding.
According to Ariffin, Bibon and Abdullah, (2017) brand is anything as in case to
company which help the customer or other rival of firm to distinguish between others in market.
This include the name, term, symbol or design of the company or a particular product and are
used at the time of purchase, marketing and advertisement of the product in market. At the
ancient times in Egypt during 2700 BC brand was used to distinguish cattle of one person form
that of other and they used to do this by putting a hot branding symbol on skin of animal. As per
Babin and Sarstedt, (2017) brand is now evolved which means company or brand promising to
customer over the value and quality of that product. And now this also is the practice of
packaging of goods in very attractive form. Beecham and Wood, (2014) critically reviewed that
branding is set of communication and selling methods which will be helping company in
distinguishing them from the competition in market. It is also noted that there are various key
components in branding like brand communication which include logos and trademarks, brand
awareness, brand loyalty and brand management strategies.
On the other hand Braun, Kavaratzis and Zenker, (2013) said that branding is not just the
name or symbol of product which company is offering to customer but it also ensures the correct
quality and price of product. Brand is that one factor which will be ensuring the total worth of
company in terms of profitability and also assessing the effectiveness of component of branding.
Daunt and Harris, (2014) noted that brand is the symbol which will be helping customer in
identifying the product in market while branding is the process of ensuring brand as a symbol.
This is the main bases of product differentiation in market and now is referred to as to identify
company.
Deng, Wang and Galliers, (2015) said that branding is also used in accounting in term of
intangible asset and is the most valuable asset in balance sheet of any firm. The owner of firm
need to value and create the value of their brand in order to create the shareholder value and
brand valuation. This brand valuation will thus be attracting all shareholder for purpose of
investment in company. Branding will always be resulting in higher sale of not only one
particular product but all the product of firm which they are selling under the same name. This
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will be also be increasing the trust in brand and in company thus remaining with brand. Dhawan
and Prior, (2017) was of view that brand is also personality that will be identifying a product,
service and company and these all relate to customer, staff and investor. One brand name or
symbol can not be similar to that with others in market which will be causing confusion among
customer so it should be unique in all the aspect.
Theme: Scope of branding.
Dinnie, (2015) also clarify that this brand is related to the psychological mind set of
customer as well as they link one particular brand with which they are associated to their
thinking, ideas and feeling. This is largely known as brand experience of customer with company
so company must be very sensitive towards customer. Frow and Young, (2016) further add on to
branding that people who are connected to brand gradually develop expectations with the
company and they are of impression that all products form the company are having same quality
same as that particular. Thereafter, the company when ever doing advertisement of product is not
promoting company or product but only brand is been promoted. The behaviour of customer
during the buying process is all dependent on what type of brand they prefer and what is the
marketing fundamental related to branding. As per Govers and Go, (2016) brand is not just the
price or cost of product but it is actual value of quality of product to customer. Brand recognition
is also the part of branding which include the positive sentiments in marketplace and thus
achieving brand franchising. Then customer without seeing name of company and brand can just
recognise it with logo or symbol of that product. As according to Kotler and et al., (2009)
identity of brand is delivering four meaning which is attribute, benefits, value and personality.
Holt, (2016) said that all the components of brand and branding are linked and associated
with buying behaviour of customer as if the brand is well recognised by customer then they will
be purchasing or giving the preference to that company or brand only. The building up or
construction and then maintenance of brand image is the most essential part of brand
management and the product or service are demonstrated by functional and symbolic element.
There are various reaction of customer on different type of brand activities by that particular
company in market. Keller, (2017) continued that at today time where everything is digitally
transformed and customer are having full knowledge about all type of product and services
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which are been provided in market by one company. As they are in no requirement to have a
look on name of the company without seeing that only they can recognise brand. Following
Okonkwo, (2016) held the opinion that confidence in brand will be resulted in brand equity
greater is the confidence of customer in brand higher he will be ready to pay for the product.
This confidence is built up in brand with the help of 5 consideration which include brand
performance in market, social image, consumer recognition, sentimental attachment, balance
between the brand value and trust of customer in brand. All the customer make their purchase of
product according to brand image rather than product. Punjaisri and Wilson, (2017) identify that
customer satisfaction is the overall experience of shopping rather than just from that product or
service. And this is also linked with performance of product in market which can be the
difference of customer satisfaction from brand. Brand image is having very significant impact on
customer satisfaction which is also throughout e-banking and other channel of product
distribution. As per Wheeler, (2017) social factors are also there which will be impacting
consumer behaviour interacting with the perspective consumer and other level and
circumstances. There are also the situational factor which will be impacting the buying behaviour
of customer and may include location and environment as per Chowanda, Herman and
Notoatmojo, (2016).
Hasan, Lings, Neale and Mortimer, (2014) said that branding is not only that one factor
which will be influencing on customer buying behaviour but there are some other factors as well.
The other factor include price, cost and features of the products which customer will be
considering before buying any product. France, Merrilees and Miller, (2015) clarify that the
factor like that of personal including taste, preference and other factors like financial condition
are also one of the factor other than branding which people will be considering before buying
product. Groeger, Moroko and Hollebeek, (2016) also said that the elements of marketing mix
will also be included at the time of consumer buying process. As this is will form the part of
marketing of product or service of company which is price, place, promotion and product of
company.
According to Karatepe and Nkendong, (2014) brand loyalty is also included in branding
of product and this is affecting equity of brand either positively and directly. Then customer will
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be ready to always buy the product of company irrespective of the features or price of the
product of its rival or competitor firm. Maslowska, Malthouse and Collinger, (2016) further
demonstrated that awareness of brand is the ability of purchaser to value and recall the brand and
then link that to product class. Customer buying behaviour is the process of customer making
decision about whether to buy that product or not and what factors need to be considered while
buying the product. Xie, (2014) mentioned that customer behaviour of buying the product is the
activity or process which help them to choosing and then buying the product and service of
company. In addition to that present behaviour of customer is very important determinant in
success of organisation and also most of organisation are customer centric as well.
On the other hand there are various models of customer behaviour which vary according
to process which is pre purchase, purchase and the post purchase. But Hasan, Lings, Neale and
Mortimer, (2014) also argued that defining the behaviour of consumer is as with the summation
of acquisition, consumption and disposal. There are some of other factors which are impacting
upon the brand and then the business strategy and divided into internal and external category.
Punjaisri and Wilson, (2017) explained that internal factors are those which are affecting the
business from internally like that of brand legacy and marketing mix while external factors are
those which are not limited to any category like that of cultural and need of conventions. Keller,
(2017) confirmed the viewpoint and specified to core element of the brand like expression and
recognition and they are subjected to impact of internal and external factors.
Moreover, Daunt and Harris, (2014) argued that brand and branding is not only the factor
which is involved in the success of organisation but there are many other factors also like that of
culture of organisation, suppliers and distribution network. It is very easy for new product to be
launched by the company if its previous product are able to gain trust and credibility. The owner
of company or brand is also one of the major factor that is affecting the brand and branding and
then buying behaviour of customer as per Ariffin, Bibon and Abdullah, (2017). Like in the case
of Apple main reason behind its success is the public image of its founder late Steve Jobs which
is affecting the buying behaviour of customer.
Babin and Sarstedt, (2017) also said that the current economic environment all managers
are frequently required to undertake project and consultancy work in addition to their core
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responsibility. These projects are related to building up of brand image of company and then
maintaining it for the customer loyalty over others in market. All the firm in market who are
operating whether on regional or global level are having their own brand image in the eye of
public in the particular area. They are known in that area not just because of the brand which
they are having but also because of quality of product which they are providing to community in
large according to Punjaisri and Wilson, (2017).
According to Braun, Kavaratzis and Zenker, (2013) branding is very much important for
both the mentioned companies i.e., Apple and Samsung. They both are known to as market
leader in terms of the industry under which they are working Apple is selling all of its product
with the help of its brand image in market only. Apple is recognised currently around the western
world and most prominently among youth of country. Consumer are mainly effected by this
brand image of company before they are making any purchase of products from market. As per
Hasan, Lings, Neale and Mortimer, (2014) customer in today's world are not giving more
preference to price of product rather to brand of that product. Like if we ask anyone who are
about to buy mobile phone that which model would you like to purchase then they will surly will
be going with Apple.
But according to Carnwell and Daly (2011) in the survey done on the reliability of Apple
and android products of mobile phones they found android system to be more reliable as
compared to IOS system which is used in Apple. So it is not required that if consumer are only
purchasing products because of brand image in market but should also consider the quality and
price of product. Cheng., (2011) said that correct way of brand strategy will be long term
planning so that it could be developed into successful brand in order to achieve specified goal.
Brand strategies which are used by firms in order to make the brand more successful in all aspect
of business are related to need of customer, their emotions and competitive environments.
Kazerooni, (2012) said this is the process which will be helping company in more
effectively forming the brand strategy so that it can take advantage of the environment in which
they are working into. To build up image of brand in market it always takes time as this will be a
long time process which is built as they survive in market overcoming all possible changes.
Vigneron and Johnson, (2017) further states that only forming brand image is not necessary but
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the company also need to bring brand awareness. Consumer must be aware of all products and
service which are been provided by firm so that they can choose from the given product which is
worth buying and which is not. As in the market customer is always regarded to as king and they
are given preference in market so they should be made aware which are the new product
launched in market as per Díaz, Gómez and Molina, (2017).
Both Samsung and Apple are regarded to as the iconic brand in market who are having
their own brand value and image as per Adverstisements, Senthilkumar and Venkatesh, (2017).
The identity of brand should be repeatedly communicated to all customers who are in urge to
purchase the product. Thøgersen, Pedersen and Aschemann-Witzel, (2017) says that this identity
of brand must be consistent throughout the life of product and the business as well. The brand of
company is not only limited to logo slogan and name of the company but it is much more than
that which is like whole experience of customer and prospect of customer. Further, Lee, O’Cass
and Sok, (2017) specified that brand strategy will be defining what the brand is standing for,
promise which company is making to customer and the personality which they are conveying to
customer.
According to Iwu, Thamage and Opeda, (2017) brand experience is something which will
be defining the what is company about, how will we measure the brand in market and will it be
affecting loyalty or not. The customer before purchasing any product in market will always think
about the brand which are available in market and then will be preferring that which is having
good brand image in market as per Bian and Veloutsou, (2017). Consumer in today's time are
very aware of all available product and companies which are giving them the goods. So for
companies in market it is very difficult to change their mind about products.
Ferreira and Ribeiro, (2017) said that consumer behaviour is mainly study of an
individual or group will select, purchase and use the particular product and services which are
made available in market. This behaviour of consumer will be related to their physical action and
this can certainly be measured in direct and straight manner. Herz and Diamantopoulos, (2017)
further clarify that if the customer is visiting one particular store or website this clearly means
that they are preferring that place or the product which they are offering them. But this behaviour
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can be changed at any point of time which can be influenced by either company itself or
customer as per Sun, Zheng, Su and Keller, (2017).
Malik, Noman and Ahmad, (2013) mentioned that behaviour of consumer will be
shedding light on how they are deciding to spend the money which is made available to them.
Like some customer will never want to spend the amount on purchasing high priced goods which
are not that much important. While there are some who are always in urge to buy high priced
goods which are having good quality as well. Pappas, (2016) said that there are different types of
consumer behaviour which are affecting them at the point of their purchasing of any product or
availing any service of the company. When the consumer is involved in high level of purchasing
and they are engaged in high research and then take their decision of whether to buy or not is
known as complex buying behaviour of consumer Keller, (2016) involves. While it is just
opposite in case of habitual buying behaviour in which involvement of consumer is relatively
low. Carnwell and Daly (2011) said that this type of consumer will never add much piece of
information while making purchase of commodities as they are in habit of repeatedly buying that
particular product and from the same market or store.
Karatepe and Nkendong, (2014) further added that there are some type of customer who
are in habit of seeing variety of product before they make purchase of anyone among them all.
This type of consumer are never hardcore to any organisation as they likely switch to any
product and any company within small spam of time. Hasan, Lings, Neale and Mortimer, (2014)
explained that there are two type of behaviour of consumer which is cognitive and experience
oriented. Former one is that which is more rational and logical consumer while making any
purchase and latter one is emotional while making decision of purchase.
In comparison to this Díaz, Gómez and Molina, (2017) argued that there are four type of
consumer behaviour which are rational, unconscious, learned and social behaviour. All of them
are having different types of behaviour while they go to purchase any product. If the consumer is
said to be rational then they are having the habit of collecting more information on the product
which they are likely to purchase and is common when they are buying cars. Second type is
unconscious one who are at the beginning very rational and they end up in liking their feeling
and emotions with the product and this is seen when they go to vote for any political party.
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Third type of customer are learned one they reflex choice of product they do not buy
product after planning but they buy it with the daily habit of buying like when making purchase
of newspaper. Lastly social type of customer are those who buy product according to social
environment in which they are living in like while purchasing cloths.
According to Daunt and Harris, (2014) at the time of purchase of the product consumer
realize the importance of brand as this will be affecting purchasing. They also consider branded
product of higher quality as compared to those which are non branded one and this is also
regarded to as status symbol for them. To some extent marketing strategies of company are also
affecting consumer buying behaviour and Xie, (2014) said that marketing mix element i.e., 7P's
are influencing their behaviour.
There are various steps which are involved in consumer buying a product or making a
decision to buy them. Groeger, Moroko and Hollebeek, (2016) said that first step which is of
problem recognition and this will be analysing difference between current state and ideal state
when they feel that something need to be changed in their lifestyle. Then comes the step at which
consumer will be collecting information about all available alternatives in market and online as
well. Wheeler, (2017) finds that this collection of information will be based on type of product
which they are about to buy and then step will come where they evaluate all available alternative
of brands. This step will lead them to next step of making decision whether to buy or not and
which one to buy. Then they will come to an end of the buying process which is making
purchase.
Govers and Go, (2016) argued that making decision of buying will be depending upon
the decision rule to attribute and alternative which are chosen. This can be choosing the same
brand which they choose last time and purchase the same one again. This can be also level of
participation of detected value of outcome of acquisition which will be more difficult in buying.
According to Kotler, Philip (2009) in his book Principles of marketing mentioned that there are
many characteristics which are touching consumer behaviour. Which are cultural, social,
personal and psychological factors. These factors are external one which will be affecting the
buying behaviour of consumer from outside and can change if customer are going to some other
places.
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According to definition of brand which was given by Beecham and Wood, (2014) states
that brand is setting mental association, held by customer and is adding to perceived worth of
commodity or service. The mental association with brand must be unique, strong and positive.
Only delivering memorable repute and cracking representation to customer is not enough but the
company also need to give a perfect experience to them said by Dhawan and Prior, (2017).
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CHAPTER 3 RESEARCH METHODOLOGY
Introducing:
Research methodology is the process of collecting data and information about a specified
study or any kind of research in a particular field (Vaioleti, 2016). This is a long way process
which starts with collection of data analysing which type, approach or philosophy to be used in
the methodology or while doing research and this ends with analysing of data. This also states
that how will data is ethical on all grounds and what are its limitations. The methods which are
applied in field of study or research in a systematic and theoretical manner is known as
methodology.
Research type:
Research type are divided on various grounds like that of methodology used in research,
knowledge which it is creating and user group or problem which they are investigating in study.
Different types of research are basic, problem solving, applied, qualitative and quantitative
researches. Basic research is that type of research which help in describing the topic of study and
enhancing knowledge base of researcher and is mainly done for human welfare in form of
fundamental research (Goldberg, Kearney and Davidson, 2017). Applied research is used by
researcher so that they can solve problem of modern world and with this they will be able to gain
knowledge about those subjects which are not been studied yet. Problem solving research is done
to find out solution which will be lasting for a longer duration of time in any industrial area or
company. This research type will first identifying the problem and then finding out ways in
which they could be solved so that they do not occur in near future.
Quantitative research type is done to measure quantity or amount and then they all need
to compare it with historic records and try to project it for future. Statistics is mainly used in this
quantitative type to come to a solution or end results they are used in economics or commerce
field. Qualitative research is the most widely used type of research in which collecting, analysing
and interpretation of data are done by observation of people what they are saying or doing
(Shaw, Armstrong and Shelburne, 2017). This current study which is covering impact of
branding on customer behaviour within companies like Apple and Samsung will be conducted on
this qualitative type of research only as this will be providing exploratory and open ended results
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at the end of the research. In this study small number of people which will be that of 100
customers who are having a good knowledge base about technological gadgets and latest trends
in market. With the help of these customers it will be easy to analysis their behaviour whether it
is impacted by brand or not.
Research Approach:
Research approach are headed in providing reader of that dissertation with the sense of
what is fact and fiction in real world. This is a plan or procedure of steps which will be providing
details about data collection or analysis and is mainly based on nature of research problem. There
are three types of research approach they are deductive, inductive and abductive (Fletcher,
2017). Deductive approach is formulated a set of hypothesis in study and will be deducting some
part of data which is collected and in these researchers will be generalising from general to
specified content. While in inductive approach no hypothesis is used or involved in study this
starts with questions and aim or objective in that particular study and ends with analysing data
which was collected.
In the current dissertation which will be including the impact of customer behaviour on
branding inductive approach will be conducted which will help research with help of qualitative
types. This will be generalising from specific content to the general content and giving wider
knowledge about both branding and its effect on customer behaviour while making purchase of
their products and services.
Research Philosophy:
This is the way or method which will be telling about phenomenon could be gathered and
analysed (Mccullough, Critchlow and Luke,2017). Research philosophy will be emphasising on
what is known to be true and what actually is true there are two types of research philosophy i.e.,
interpretivism and positivism. Interpretivism will be covering small samples in depth and
investigations are done on qualitative basis. While positivism is used to analysed highly
structured and large samples measurement is generally quantitative. This is based on collection
of data and hypothesis development which is tested then confirmed for further development.
In the current report on branding and its effect interpretivism will be used to collect
specified data not on large scale and this will ultimately be researching aim or objective of
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research of the project. The choice of research philosophy will be depended upon choice of topic
on which research is to be conduced and also on its implication on practical sense (Cvetkovic
and Medic, 2017). Interpretivism will be taken which will help researcher in qualitative approach
of the study with use of investigation and small sample depth like that of 100 customers.
Interpretivism will be telling difference of humans as that of social actors. So in this case the
research will be conducted on humans and not on some other objects as social roles.
Research Design:
This is the set methods which are used to collect and then analysis data which is related
to specified problem of research. Different type of research design like descriptive, explanatory
and exploratory. Descriptive will be taking into account various type of case studies which are
related to topic of study while explanatory will be explaining the whole theories and thesis
behind topic. In the present report 100 customers who are taken into consideration on whom
researcher is conducting survey will be regarded to as descriptive research design (Beard and
Cook, 2017). The dissertation which is done on impact of branding on behaviour of customer
will also include literature review so that for all other readers is easy to understand meaning of
branding. Literature review will also be including different types of customers who are having
various kinds of views and belief regarding brand and branding.
The present report or dissertation is based on descriptive research design which is
including 100 customers who will be telling research whether their purchasing decision is
influenced by branding or not (Selnes, 2003). With the help of descriptive style of research they
will be easily understanding how will customer behaviour be affected by branding in company
like that of Apple and Samsung.
Data collection:
The process of gathering all type of relevant and important information about the topic
which researcher will be using in whole study is considered to as data collection. There are two
types or ways in which data are collected during doing the study which is primary and secondary
(Bian and Moutinho, 2011). In the present report both these ways are to be used by research.
Primary data collection will be taken from new and fresh sources like by doing online or offline
survey or asking questions to required. While secondary data are collected by already done
17

studies or research on same topic before like that by books, journals, online website search and
through newspapers as well.
As in the current study questionnaire will be prepared and 100 customers will be asked to
those questions who will answer them and then specified solution or result will be taken out
(Salowe and Henderer, 2017). The rest study about what is brand and branding and how will they
be affecting customer behaviour will be done by secondary data collection methods.
Sampling:
This is the process of selection of group of people who will be interested in particular
topic of research. Sample of people will be selected so that researcher could conduct their study
on them and they will be easily answering questions. In the current study which is based on
branding and its impact on purchasing decision of customer and their behaviour sample of 100
customers will be taken and they will be asked to some questions which will then be telling
researcher that how will they get impacted because of brand (Ogba and Tan, 2009). These
sampling is done because to study behaviour of customer they can only be taken and questioned
about purchasing. As the research is underlying the impact of branding on customer behaviour
and will be done by use of qualitative approach so in sampling also there are types which are
used. There are two types which are probability and non probability.
In probability random and stratified sampling is done which will be taking one or two
persons from a group of peoples and this will be on the bases of their interest and likelihood.
While stratified is mini reproduction of sample of population as they are divided on bases of
importance for research (Punjaisri, Evanschitzky and Wilson, 2009). In non probability sampling
there are three types like quota, purposive and convenience sampling. In quota sampling
researcher themselves put a particular bar of segregation within sample. This is done so that they
can include a particular segment and exclude the other one. Purposive sampling will be done to
identify whether the said sample which are taken willing or appropriate for the study or not like
done in this research work. In the dissertation customer who are having specified knowledge
about technological gadgets and who are frequently involved in purchase of these gadgets are
taken so that they are able to judge how will purchase be affected by branding.
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Data analysis:
This is a long way process which will be helping researcher in coming to specified results
from the topic (Ennew and Binks, 1996). Data analysis will be including scrutinize, purifying,
transforming and moulding data with specified goal of identification of conclusion and then
decision making. The present report after data will be collected and divided into groups then they
will be analysed to come to end result of project. This data analysis will be telling researcher
whether branding is affecting decision and behaviour of customer or not and if it is affecting then
to what extent. This will be illustrating the whole case of study in front of researcher that what
customer is understanding about branding and how will they be affected by this of they want to
buy a product from market.
Data analysis is having many types of approaches or techniques which can be used so
that researcher could get the best result from available source. Like predictive data analysis will
be focusing on how we can apply statistics in forecasting or classification of (Erdoğmuş and
Cicek, 2012). Before any researcher is collecting data on given topic they need to select
approach from exploratory and confirmatory approach that which one is to be used. Exploratory
approach will be covering the part of no hypothesis and must be interpreted very clearly in
finding out the result from given topic. This will be giving more information about whole project
with a definite idea of theories which were used during the whole project. Whereas, confirmatory
will not be providing full or clear information about topic as hypothesis about data will be
describing test. However, data analysis in qualitative method of doing the whole research is
covering all the parts of topic which need to be understand in clear and then giving big picture by
using phenomenon.
Ethical consideration:
Ethics are defined to as various standards and norms which is used to conduct research
work and this will also be telling about what is fact and what is fiction in study. Ethical
consideration of a research work will be telling that research that is conducted is done with prior
permission from all respondents who have been asked the questions (Hollebeek, 2011). This will
also be telling reader of that project that all given information in project work is properly cited
from related sources. There are no chance of plagiarism in project work each and every
19

information which is mentioned in project is rephrased and not copied as that was made available
through sources. The researcher should ensure that they have compiled with all rules and norms
of study so that they may not be questioned about any of the subject matter of project.
Reliability and validity:
Reliability means that the data which was collected and analysed is that reliable or taken
or identified to be as true in all sense or not (Malik and Ahmad, 2013). Validity will be for how
much long time the data would be taken in to consideration over time period. So all data which is
gathered by researcher should be from authentic and reliable sources which can be citied in
research work. Data which is taken by genuine sites source should not be sites like that of
Wikipedia and all data which are there on sites must also be copyrighted on so that there are no
further problems.
Validity of ideas, views, principles, practise used, conclusion drawn and tools used must
be appropriate. This is very important in qualitative research work as many other researcher
would be taking the project and its ideas under their consideration (Grégoire, Tripp and Legoux,
2009). It is of utmost importance that all the references which are taken in project work are
properly cited and if any theory or statements are used they must be given high level of attention.
Research limitation:
Limitations are something which are not under the control of a researcher who is doing
research that are situations or conditions that are putting some restriction on methodology. All
these limitations on research are very natural and normal to occur at any time and can also limit
scope of the study (Chae, Ko and Han, 2015). In the following study which was conduced with
the help of online sources, books, journals and 100 customers who are having wider range of
knowledge is one of the biggest limitation that is having. As impact of branding on behaviour of
customer should be studied on larger scale using only 100 customers would not be taking out
best results from research work. This usage of 100 customers will be putting restriction on study
as this is wider topic for which more number of customers must be taken. The implementation of
data analysis method while doing research should also be accurate not having good knowledge
about primary data collection method will be putting hindrance on study.
20

This is very much important for any researcher to look and analysis what are all possible
limitation or shortcomings of research work which they have done. If they are able to identify all
demerits of project then they can easily make changes in their work and avoid them next time
into their project work (Goldberg, Kearney and Davidson, 2017). Lack of reliable and valid data
can also be one of the limitations which dissertation is having is they are using major content to
write and come over to any conclusion at the end. If in dissertation they use non trusted sites like
Wikipedia which is not regarded to as reliable by many researchers can be one of demerit.
21

CHAPTER 4 ANALYSIS AND FINDING
In the present chapter analysis and findings would be made according to questionnaire
which is prepared (refer Appendix below). As 100 customers from London, UK have been taken
whom different types of questions have been asked as what they mean about branding what
effect Apple or Samsung are having on them (Mccullough, Critchlow and Luke, 2017). This part
of whole research work or dissertation is very much important as will give clear example and
explanation as what is branding for customer and how will it be affecting their purchasing
decision. All the question which were asked to them were answered according to their best
knowledge and experience which they are having with associated brand.
In the research work if they need to ask questions regarding brand, brand loyalty, quality
of products and customer's experience with brand this all will be depending upon age and
occupation of customers. As youth of UK will generally prefer Apple over Samsung according to
technology or quality of product which Apple is offering to customer. Price factor is generally
ignored by young people of the age of 18-100 years and they will be choosing that brand which
is having good image in mind of them and offering better use of technology. The purchase
decision of customer will be depending on brand which they need to purchase rather than price
of that product or service. Apple in market is having the image of trend setter in terms of
technology and quality which they offer to their customer (Beard and Cook, 2017). Consumer
always wait for Apple to launch its new product in market as well as other rival firms of Apple.
This step of analysis and making finding of what has been collected from all primary and
secondary data is very important as this will be helping researcher to come to a conclusion and
then give recommendation about that study. Researcher can easily structure all the finding and
results from all different sources of data collection. Then they will be able to divide that
collected data into what is relevant to study and what is not in this manner whole data which is
collected will be filtered in to wanted and unwanted ones. Only data collection from various
different sources is of no use till the time when it is sorted out and then analysed in proper
manner (Cvetkovic and Medic, 2017). So this step in whole research methodology is very crucial
and critical as well to make decision.
22

There are also some other importance of data analysis like this will be keeping all human
bias away from what is to be concluded into research or dissertation. As researcher who is doing
the research work will not be having any control over what is to be collected and what is to be
added in project (Bian and Moutinho, 2011). Researcher will only be telling and analysing what
is true and what is fact about the topic with the help of proper statistical treatments or methods.
Which data among the collected one is qualitative and what is quantitative in the written project
and which should be added. Hereby, it can be concluded that data analysis is of very importance
for all the people who are involved in the research work.
Now this part will be covering all finding and analysis from the questionnaire which is
prepared from 100 Customers of London, UK who are thinking to purchase new mobile handset
in near future.
Theme 1: Clear image of brand in mind of customers.
Particulars Respondents frequency
Name 50 50.00%
Labelling 10 10.00%
Image of company 30 30.00%
Quality of product 10 10.00%
Total 100 100.00%
Interpretation:
From the above part it was interpreted that customer are having quite clear image of
brand in their mind which will be associated with name, labelling, image of company and quality
of product. From the total of 100 respondents which were taken and questioned about what they
know about brand 50% of respondents said that they always associate their brand with the name
which it is having. 10 % of the respondents said that they take labelling of that product while
23

thinking about product. While 30% of them always take image of product or brand then make
purchase of that companies product. Rest only 10% said that they would always have clear image
of quality of that product before purchasing and not its image or logo.
Theme 2: Factors which will be influencing decision making while purchasing mobile.
Particulars Respondents frequency
Image of company 40 40.00%
Prices of product 20 20.00%
Quality of product or service 20 20.00%
Other factors 20 20.00%
Total 100 100.00%
Interpretation:
It has been interpreted that while making purchase of products in market there are various
factors are there which customer consider like that of image of customer, price of products,
quality of product and some other factors. From the total respondents of 100 40% of them
considered that image of company will be influencing their decision of making purchase of
mobile or any other products from market. Price of that product is been considered by 20% of the
respondents or customer as making purchase decision. 20% of the respondents quality of product
or services will be considered as this is the main effect of any of product which is having on
customer but then also in accordance with the questionnaire which is asked by them only 20% of
people actually consider quality of product while making purchase. Rest of the respondents
which 20% out of 100 are influenced by some other factors which could be occupation, age, and
income of customer or the amount of preference they are giving to all types of product.
Theme 3: Will image of brand be affecting the decision of purchase.
Particulars Respondents frequency
24

Defiantly yes 50 50.00%
No 30 30.00%
Only while purchase of certain products 20 20.00%
Total 100 100.00%
Interpretation:
From the total of 100 customers who are taken in survey about impact of branding on
behaviour of customer 50% agreed that brand image of any company in market will surely be
affecting their decision of purchasing that particular product. Like in case of Apple customers
without just seeing the feature or price of its product make the purchase of it. The brand image of
Apple is very good in market most of the gadget lovers in market prefer Apple as their first
choice. While 30% of them are not affected by the brand image of product rather they consider
other factors like that of price and quality of products. 20% of them are considering brand image
of products but only in certain type of products and not on all of them.
Theme 4: Reason behind choice of brand from Apple and Samsung.
Particulars Respondents frequency
Popularity 40 40.00%
Use of technology 40 40.00%
Others preference 10 10.00%
Experience. 10 10.00%
Total 100 100.00%
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Interpretation:
As if the people are choosing from the two available brand of Apple and Samsung then
there will be some reasons as to why they are using one company from these. The reasons like
that of popularity, use of technology, experience and the fact that other are giving it a preference
will be behind the choice of the company. Out of total 100 respondents who were examined in
the dissertation about their knowledge about brand and branding 40% said that they will be
giving preference to the popularity of brand they will be purchasing either Apple or Samsung.
Some said (40%) that they will be choosing either of the two company because of technology
which the companies are using in their systems or products. Technology is having the greatest
impact on choice of products at the present times on customer as they will be giving more
importance to it. 10% of the customer from total of 100 respondents said that they will be
depending upon their experience over products if they are not having a good experience with
company or its products then they will not be purchasing that product. Rest 10% of total
respondents of 100 said that they will be influenced by some others either by that of family
member or friends.
Theme 5: If other brand is offering good quality will you prefer it over that.
Particulars Respondents frequency
No 30 30.00%
Yes if price is less 30 30.00%
Yes if Quality is good 30 30.00%
May be 10 10.00%
Total 100 100.00%
Interpretation:
26

This will be telling the brand loyalty of customer that whether customer would be
preferring other company's product over their or not. For this assessment 100 respondents were
asked that if other company is providing good quality of service or product can they leave their
company and go for the other one. 30% of them directly denied this fact that they will not be
going to buy some other product in-spite of fact that other company is providing them a good
quality of services. For those customers product of their company which they are using are of
much importance and they are very loyal to their company and its product. While 30% of them
said that the other company is providing them better quality or offering the product in less price
than they can switch on to that product or that service. Otherwise, they will only be purchasing
that product which will be giving them better experience and up to the expectation of customer.
They are having the power to decide as to what kind or product to be purchased and of which
quality or price must be given preference. Whereas, 10% of them were confused with the fact
that whether they must switch on to other product or not and which company will be giving them
better quality of after sales services.
Theme 6: Brand which is giving higher level of satisfaction
Particulars Respondents frequency
Apple 50 50.00%
Samsung 40 40.00%
Neither 10 10.00%
Total 100 100.00%
Interpretation:
As customers are very well-known to the fact that Apple is the most trusted and
prominent brand in terms of technological advancement and the use of techniques in their
products and services. For the customer it is very easy and important to choose from those
27

companies which are giving them higher level of satisfaction. If the company is not giving them
satisfaction or they are not happy with the service quality of products then they will not be
purchasing that product of company. So from the total of 100 respondents 50% i.e., half of them
said that they will be preferring Apple over Samsung if they are planning to purchase an
electronic gadget. They look Apple as more trustworthy than Samsung as the use of technology
and good quality of Apple products. Company is well known among all customer throughout the
world for the most preferable product. But there are also 40% of them who would be purchasing
Samsung products only as they think that purchasing an Apple product will only be a waste of
money. The price factor of Apple is also higher than all the other company in market and people
who are very much money conscious they will not be likely to buy Apple. Whereas, there was
also 10% of the customer of the total of 100 respondents who think that neither Apple nor
Samsung will be giving higher level of satisfaction. They will be preferring some other product
rather than giving importance to both product or services. As there are number of company who
are giving same quality or service and products to customer and that too on lower price to that of
Apple and Samsung so customer can choose from them as well.
Theme 7: Firm which has identified importance of branding on customer behaviour.
Particulars Respondents frequency
Apple 50 50.00%
Samsung 40 40.00%
Neither 10 10.00%
Total 100 100.00%
Interpretation:
This question was about which company from the both is able to identify the importance
of branding and then using the branding strategies in its products and services. This could be
very much clear from the fact that both these companies are giving importance to their brand and
28

its image in market. Branding and it strategies will be very much effective for both company in
increasing the revenue or profits of the firm. 50% of the customer believe that Apple is very
efficiently using its brand image in market which is of use of the latest form of technology.
Apple is known for its technological advancement in all products and services and is also trend
setter of many innovation like fingerprint lock or sire which is the most important processor of
Apple company. After this innovation in Apple only other companies started to follow this trend
and this is the reason as to why Apple is called as the trend setter in industry. 40% of respondents
said that Samsung is the one who is using their branding strategies in order to satisfy all of its
customers. As in on of the survey done it was concluded that android processor are far more
better than IOS processor which is used in Apple. So Samsung is easy to use and its products are
all customer friendly which tells that Samsung is using its branding techniques more efficiently
then any other company in market. Customer are satisfied with products of Samsung which are
providing them higher quality of services.
Theme 8: Ways in which branding can be implemented successfully in company.
Particulars Respondents frequency
Offering good quality of product 40 40.00%
Marketing 20 20.00%
Customer satisfaction 30 30.00%
Affordable price 10 10.00%
Total 100 100.00%
Interpretation:
From the above question which was asked to them it was very much clear that customer
are very well aware of what is branding and how company can improve the quality of its brand.
Maximum of the respondents that is about 40% of them said that the main thing which company
29

can do to increase its value in market is to offer good quality of product. As customer are
attracted towards the product mostly because of quality of product which they are using in their
products. If customer are happy with the product's quality then they will be satisfied with
company and its products as well which will lead to success of company and its brand. Quality of
product is main key element of company which will be taking company to the path of growth
and success and making the best revenue out of sales. While 20% of the customer said that if
company is involved in marketing and promotion of all products then this will be way in which
they can implement branding and its strategies within company. As marketing is process of
taking product of company in front of customer so that they can choose from the alternative
available. Marketing will be having a very great impact on customer and their purchase as well
as this will be helping them to decide which product to purchase. 30% of them said that if
company is easily able to implement customer satisfaction as way of branding then they will be
getting success as way they want. While rest of them which is about 10% of respondents said
that if company is able to provide affordable products to customer than they can implement
branding in company's success. The price of products of company must be very good so that
customer can easily buy that product.
Theme 9: Recommendation for brands.
Particulars Respondents frequency
Use various methods of Branding 20 20.00%
Give priority to customer 40 40.00%
Should offer good price and quality 40 40.00%
Total 100 100.00%
Interpretation:
From the above all the question's customer made some recommendations like that of
company should increase various methods of branding, give priorities ot customer and should
30

offer good price and quality. Maximum customer or respondents that is about 40% of them were
of view that company must be giving priorities to customer which will be impacting company
and its profits. If company are giving customer priority and thinking about all their customer on
equal ground then this will be helping company in getting through market and earning profits as
per their set targets. Some other 40% of the customers said that company must be offering better
quality of product and that too at lower or affordable price. This could be done after company is
using effective technology which is helping them to decrease the cost and then price of that
product.
As the customer of the company in today's time are very well informed and aware of
what is been happing in the outside world. They are having full knowledge about product which
they are purchasing and of the company with which they are associated with. Customer also
know the impact of branding upon them and their decision to buy any product from the market.
For both the companies which are Apple and Samsung it is very much important that they
analysis what their brand is meant to their customer and how will this be affecting customer
behaviour or buying decisions. Management of company should be using various branding
strategies which are helpful to them in building up their brand image within customer.
This brand strategies is the long way process which help company into developing into
successful brand which is recognised by public in order top achieve specified goals. From the all
above analysis and data which was collected from about 100 respondents in London, UK. Many
things which are analysed in aspect of brand and branding. Like the knowledge base of those
customers are very wide they know about both Apple and Samsung and which much in touch
with the all latest news and technological changes which are taking place in market or company.
31

CHAPTER 5 RECOMMENDATION AND CONCLUSION
Conclusion:
This is the last step in dissertation work which will be telling researcher what he has done
in whole project work, what was to be done and how this could be assessed for further work.
Conclusion is done so that researcher can come to an end result because of which the project was
started (Beard and Cook, 2017). Only writing the project work is not essential or only collecting
of data will not tell what is to be concluded but finding the end result is also very crucial. This
part will not be covering any new information about the research topic but only concluding the
whole study. Making summary of the main and head point of study is very much important. This
will be recounting what was mentioned in the study but that too in very brief manner.
Conclusion part is covering all positive, negative and that part which was missing but
should be included in the theory and research topic. This part will be referring back what we
have written, what arguments were made in this and then putting evaluation and interpretation of
whole study and research work. After this researcher will be giving some suggestions and
recommendation about what should be done in the future. All the limitation Of dissertation must
be included in this part and what were the problem which raised during research (Punjaisri,
Evanschitzky and Wilson, 2009). This part will also be covering the implication of finding and at
last what recommendation which are to be made by data.
This will be giving the researcher a clear understanding of the influence of branding on
customer behaviour which is the topic of study. As it is concluded from the above whole
dissertation project that branding is very critical for any company in today's time of some much
tough competition (Goldberg, Kearney and Davidson, 2017). This will be differentiating one
company's product with that of other and customer or competitors in market will be easily
identifying product. Branding will also be determining the impact on customer buying decision
or on their behavioural study. Company can identify which type of customer will be buying the
products of company which they are manufacturing.
The present report was based on branding and its impact on behaviour of customer in
which it is summarised that brand image in eye of customer will be gaining so much money to
company. There was a comparative study between two top most rated company in the field of
32

consumer electronic goods and home appliances which are Apple and Samsung. There were
some conclusions which were drawn from this study they are as follows:
Customers of today's scenario are very well informed and having vast knowledge about market
trends and about various type of products which are available.
Apple is the most reputed and technologically ahead company of world and is regarded as trend
setter in market of electronic products. The research and development department of Apple are
having well qualified staff and scientists who are working for betterment of Apple products.
While, Samsung is also known face in market of electronic products and having the largest
variety of products in world. All the products of Samsung are having their own brand value and
brand image in marketplace.
Both these companies are using their brand name and image to its full level and thus analysing
what are the needs and demand of customers.
They know what is the impact of branding on customer behaviour which will be enabling them
to purchase the products.
If company is not able to analyse the strength of its brand then they will not be able to find what
their customer are demanding from them and how can they improve themselves.
From the total of 100 respondents from London, UK who were taken in this study or project
work they were asked about 8-9 questions from questionnaire prepared.
Many were having knowledge about brand and branding and said that brand image is very
important in affecting the decision of customer in purchase of products.
They also said that popularity of the brand in market is having the biggest impact on choice of
brand from Apple and Samsung. While use of technology in the company also will be one of the
reason behind choice of brand and whereas experience is also one among the factor which will
be effecting.
Customers are very loyal towards the brand or company whose products they are purchasing
especially in term of electronic products. They will not be considering any other brand if are
33

loyal to anyone brands. While some customer can switch on to other brand or company if that is
offering better quality of product and that too at affordable price.
People or customer were also giving some suggestions as how can company increase their value
of company in market. They said that company should be using various methods of branding like
that of by thinking, by imagery, by user experience and by self expression. All these could bed
very much helpful for company.
Customer thinks that company should be giving priority to all types of customer so that they will
be helping in profit maximisation. It is also concluded that brand image in market is of utmost
important for company and also for their competitors in marketplace.
There was qualitative method of research approach used so that the research topic could easily be
evaluated and conclusions could be made which must be very clear.
The main limitation of the whole research project was its method of data collected and number of
respondents who were used in this work was limited i.e., 100. In finding the effects of branding
on customer behaviour there was only 100 respondents is not good as this small number of
people can not tell effect. If researcher want to take out conclusion from this research this
number of respondents must be greater so that results which are drawn can be more specified.
Recommendation:
From the above conclusions which were made there are also some recommendation
which must be drawn. As after the conclusion part of this project giving suggestions on this
project work is very importance. This will be enabling researcher in formulating further research
work. This will be helping in future research work and telling what should be done and what
should not be done.
 It was recommanded for both the companies that they must be using more branding
strategies so that they could evenly use all branding techniques.
 Company must be focusing on customer services and their satisfaction so that this will
increase profit of company.
34

 Apple and Samsung should not be giving much weightage to brand image and rather
focus on quality of product and at affordable prices as this is the thing which attract major
group of people.
 Marketing can be improved by company so that more and more customer are aware of
the products and services which company is offering to them.
 Giving so much attention to only brand and branding is not enough or necessary as well
this will be lowering down the quality of product which is offered by firm. As quality of
product and service is the main identity of company in market with the help of which the
customer are the first priorities of company.
 Customer of any company are regarded to as king or the master key to success so
company must be giving higher attention to them not only increasing their image in
market.
 Branding strategies which are mentioned must be used by companies in all terms so that
they can increase their customer base in marketplace. From which the most prominently
used should be of branding by thinking which is suitable for both Apple and Samsung as
they are having very wide product portfolio in market. So this will be helping companies
in managing their customer and products as well.
35

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42

APPENDIX:
Research Questionnaire
Name: ___________
Designation: __________
Age: ______
Q1 What is the clear picture of brand in mind?
A. Name
B. Labelling
C. Image of company
D. Quality of product
Q2 While making the purchase of Mobile which factor will influence decision?
A. Image of company
B. Prices of product
C. Quality of product or service
D. Other factors.
Q3 Will brand image in market affect decision of purchasing of products?
A. Defiantly yes.
B. No
C. Only while purchase of certain products
Q4 What was reason behind choice of brand from Apple and Samsung?
A. Popularity
B. Use of technology
C. Others preference
43

D. Experience.
Q5 After having brand loyalty will you prefer other brand over yours if that is offering good
quality?
A. No
B. Yes if price is less
C. Yes if Quality is good
D. May be
Q6 From which brand are you fully satisfied?
A. Apple
B. Samsung
C. Neither
D. Both
Q7 Which firm has identified importance of branding on customer behaviour?
A. Apple
B. Samsung
C. None
D. Both
Q8 What are the ways branding can be implemented successfully within Company?
A. Offering good quality of product.
B. Marketing
C. Customer satisfaction
D. Affordable price
Q9. What would you recommand both firms regard to branding?
44