Impact of Branding on Consumer Buying Behaviour : Assignment

   

Added on  2019-12-28

17 Pages5430 Words342 Views
Business proposal
Impact of Branding on Consumer Buying Behaviour : Assignment_1
Table of ContentsASSIGNMENT 1: RESEARCH EVIDENCE REVIEW ...............................................................1Introduction.................................................................................................................................1Meaning and importance of branding.........................................................................................1Consumer buying behaviour process..........................................................................................2Factor which affect buying decision of buyers ..........................................................................3To analyse the impact of branding on buying behaviour of the consumer.................................1Factors affect the brand image of company................................................................................2Conclusion ..................................................................................................................................2ASSIGNMENT 2: RESEARCH DESIGN PROPOSAL ................................................................3RESEARCH TITLE.........................................................................................................................3RESEARCH QUESTION................................................................................................................3RESEARCH OBJECTIVES ...........................................................................................................3BACKGROUND OF THE RESEARCH PROPOSAL...................................................................3Background of the study.............................................................................................................3Problem statement.......................................................................................................................4Rationale of the study .................................................................................................................4RESEARCH METHODOLOGY.....................................................................................................4Research approach......................................................................................................................4Research philosophy...................................................................................................................5Research strategy........................................................................................................................5Research purpose........................................................................................................................6Data collection............................................................................................................................6Sample and sampling .................................................................................................................6DATA ANALYSIS..........................................................................................................................7ETHICS, VALIDITY AND RELIABILITY...................................................................................7GANTT CHART.............................................................................................................................7
Impact of Branding on Consumer Buying Behaviour : Assignment_2
REFERENCES................................................................................................................................9Illustration IndexIllustration 1: Consumer buying behaviour process........................................................................2
Impact of Branding on Consumer Buying Behaviour : Assignment_3
ASSIGNMENT 1: RESEARCH EVIDENCE REVIEW IntroductionLiterature review is the section which make use of number of secondary resources inorder to attain the framed aim and objectives of the study. The given chapter plays veryimportant role in dissertation (Solomon, 2014). This is because, it is with the help of this chapteronly researchers can formulate base for its study. Hence, it is through this way only they tend toattain the aim and objectives with regard to present study. In the present study also, assistance isbeing taken from the different secondary sources such as books, online articles and journals etc. Meaning and importance of brandingAs per the view point of Malik and et.al (2013) Branding is being regarded as the processof developing and creating the unique image of the product in the mind of respective buyers offirm. In addition to this, Batra and et.al (2014) have commented that brand is being regarded asthe name which give information to the customers about the company's brand. Romaniuk andNenycz-Thiel (2013) have stated that the branding is being regarded as the process of makinguse of some image or word with an aim to identify the company. Hence, different authors havegiven different definition about branding. Herein, according to the view point of Fall Diallo and et.al (2013) branding makes thecompany recognisable in the eyes of its respective buyers. In this context, it is assessed thatbuyers always makes efforts in terms of purchasing the goods and services of that specificorganization which has brand name in market. This is because, it is general behaviour of peoplethat they always want to pick the best thing. The same type of approach will also being followedby them when they make efforts in terms of purchasing or buying the goods and services of thespecific organization. In accordance with the given context, according to the view point of Tuškej, Golob andPodnar (2013) branding helps in building emotional connection with the customers. In thisregard, it is assessed that purchasing the good gives customers some sort of emotionalexperience. Hence, they feel that on purchasing the branded product they have developed somekind of emotional relationship with the firm. The given thing will tend to force the buyers withrespect to purchase the goods and services of firm on continuous basis. Thus, due to this overallbenefit will be gained by enterprise in the form of increased profits and sales in an effectual way.Thus, having the brand name through branding process is an effective approach. 1
Impact of Branding on Consumer Buying Behaviour : Assignment_4

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