Research Methods for Business & Management: A Study on Apple

This assignment explores the impact of branding strategy on consumer buying behavior, with a focus on Apple as a case study. The research aims to understand how branding plays a critical role in businesses, allowing them to target customers directly and create a better image in the market. The study also investigates the rationale behind the importance of branding, including its influence on operations and consumer intentions.

Research Methods for Business &
Management

TABLE OF CONTENTS
INTRODUCTION.....................................................................................................................................3
RATIONALE OF THE STUDY...............................................................................................................3
REFERENCES..........................................................................................................................................5

Title: Impact of branding strategy on consumer buying behaviour: A study on Apple
INTRODUCTION
In current era, businesses are having expansion at global range so in order to meet goals
and objective the business firm requires to design branding strategy in appropriate manner. It has
been noticed that branding plays a critical role in every business because it allows to target
customers in direct manner. Branding is considered as a process that allows to create better
image in the market so that goals and objectives can be accomplished in desired way (Aaker,
2012). Customer buying behaviour is study that allows to understand the perception of customer
towards working. It has been noticed that understanding in regard to customer satisfaction level
by having focus on customer buying behaviour.
Apple is one of the most of the most successfully established business unit in the world
which offers technologically advanced products and services to its buyers. In order to understand
the branding strategy impact on the consumer buying behaviour of Apple (Bell, 2005). It has been
noticed that company is having continuous innovation in the services that also affects the
perception of customers in diverse manner. It indicates that the branding strategy of company has
direct impact on the consumer buying behaviour.
RATIONALE OF THE STUDY
Research Issue
Branding is considered as one of most critical aspect for every business in respect to
present market conditions. Impact of branding strategy on success of every business is also need
to be understand in desired way. It can be referred as one of rationale behind the study.
Why it is an issue
It has been noticed that branding of every business firm is influencing the operations
activities (Ghodeswar, 2008). By having advancement in technology the economic aspects also get
enhanced. Consumer intention for buying a product and services of Apple can also be understand
in appropriate manner. It is also considered as another rationale behind the study. Companies
started focusing on number of branding activities. It is an appropriate time to analyse the issue so
that problem can be resolved effectively.
How and when to be investigated

By having proper analysis of key factors related with branding the issue can be current
study is going to be accomplished. Observation and selection of diverse tools like qualitative
approach is beneficial to ensure that study is being taken into account.
Research shed light on
In addition to this, it can be said that present study has been selected for evaluation of
impact of branding on t eh consumer buying process. Other than this, the reason behind selecting
the Apple as an organization is that it is one of leading business firm in the industry. Along with
this, company is also focused towards innovation that impacts customer perception in diverse
manner. By having improved focus on the present study the key elements of branding can be
evaluated in appropriate manner (Herstein and Gamliel, 2006). It assist businesses to design better
branding strategies so that goals and objectives can be accomplished. It will also assist in
developing the better academic learning in respect to the branding. Along with this, company is
also having close observation of customer needs in order to develop better products and services.
It indicates that business firm is having sustainable development by having understanding of
consumer buying behaviour. In order to understand such aspects the concern topic has been
selected by the researcher. It can also be referred as rationale behind the study which will benefit
to Apple for long term development (Hoek and et.al., 2012).

REFERENCES
Books and Journals
Aaker, D. A., 2012. Building strong brands. Simon and Schuster.
Bell, J., 2005. Doing Your Research Project. 4th Edition. Maidenhead: Open University Press
Ghodeswar, B. M., 2008. Building brand identity in competitive markets: a conceptual model.
Journal of Product & Brand Management. 17(1). pp. 4-12.
Herstein, R. and Gamliel, E., 2006. The role of private branding in improving service quality.
Managing Service Quality: An International Journal. 16(3). Pp. 306-319.
Hoek, J. and et.al., 2012. Tobacco branding, plain packaging, pictorial warnings, and symbolic
consumption. Qualitative Health Research. 22(5). Pp. 630-639.
Jara, M. and Cliquet, G., 2012. Retail brand equity: Conceptualization and measurement.
Journal of Retailing and Consumer Services. 19(1). pp. 140-149.
Keller, K. L., Parameswaran, M. G. and Jacob, I., 2011. Strategic brand management: Building,
measuring, and managing brand equity. Pearson Education India.
Saxena, R., 2009. Marketing Management 4E. Tata McGraw-Hill Education.