Impact of Branding on Customer Buying Behaviour: A Study on Nike

MENTAL WEALTH:
PROFESSIONAL
EXCHANGE AND APPLIED
RESEARCH

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Background..................................................................................................................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
Research questions.......................................................................................................................1
Scope............................................................................................................................................1
LITERATURE REIVEW................................................................................................................2
RESEARCH METHODS................................................................................................................3
Research type...............................................................................................................................3
Research approach.......................................................................................................................3
Research design...........................................................................................................................3
Data Collection............................................................................................................................3
Data Analysis...............................................................................................................................3
Sampling......................................................................................................................................3
ANALYSIS AND RESULTS..........................................................................................................3
CONCLUSION AND RECOMMENDATIONS............................................................................3
REREFENCES................................................................................................................................4

INTRODUCTION
Background
Continuous changers within market trends and evolution of technology, brand
management has become one of the most important and essential part of marketing. Today
organizations need to focus upon fulfilment of needs and expectations of customers (Ashraf,
Naeem and Shahzadi, 2017). for this brand management has become an important part of firms
as it helps them to increase awareness among customers about their company, products and
services sold by them. Branding helps the organization to increase awareness about quality,
variety and categories of products provided by the organization as it impacts perception of
consumers developed for brand and products and services sold by them which further impacts
their buying behaviour.
Aim
To investigate the impact of branding on customer buying behaviour within UK retail
sector: A study on Nike
Objectives
 To investigate the impact of branding on customer buying behaviour within UK retail
sector.
 To determine the concepts of branding.
 To analysis the influences affecting consumer behaviour. To consider the effect of retail network performance and productivity on Customer and
business activity.
Research questions
 What are the impacts of branding over customer buying behaviour?
 What is branding?
 Mention all possible factors which impact customer purchasing power?
 How retail network performance and productivity affect Customer behaviour and sales
activity?
Scope
This research has only focused upon ways in which brand imager impacts buying
behaviour of customers and sales activity of an organization.
1