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

This research aims to investigate the impact of branding on customer buying behaviour within the UK retail sector, focusing specifically on Nike. The objectives of the study include analyzing the influences affecting consumer behaviour, determining the concepts of branding, and considering the effect of retail network performance and productivity on customer and business activity. The research questions explore the impacts of branding on customer buying behaviour, the definition of branding, factors impacting customer purchasing power, and the relationship between retail network performance and customer behaviour and sales activity. The scope of the research is limited to the ways in which brand image impacts buying behaviour and sales activity.

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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.
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LITERATURE REIVEW
According to the view of Raj and Aithal, (2018) branding knowing is one of the most
important factors which is required to be focused upon by organizations. it is important for
companies to focus upon increasing awareness about brand so that they can become more aware
about pricing strategy adopted by brand, products and services provided by them, quality of
products sold by them and many other important information can be provided to customers.
effective brand management helps the organizations in attracting a greater number of consumers
that can further help the organization in increasing their overall sales. Brand management covers
important attributes or information about the company that help firms in development of positive
perception for brand among their customers.
As per the view of Badgaiyan, Dixit and Verma, (2017) there are many different kinds of
brand management techniques that can be used by organizations for development of positive
brand image. Effective branding helps the organizations in establishing a positive image, trust
within the brand among their customers. Adoption of an effective and appropriate technique is
important for organization because it directly impact mindset of customers and their buying
behaviour both positively and negatively.
In addition to this, Rather, Tehseen and Parrey, (2018) further explains that, there are
various kinds of factors that can impact buying behaviour of customers. it is important for
companies to understand factors that can impact buying behaviour of customers. For
organizations that operate globally or in more than one country it is important for them to
analyse factors such religion, groups, culture of people of that particular nation as these factors
impact buying behaviour of customers in a different manner. Most importantly organizations
need to analyse these factors so that they can develop strategies for marketing of their products
and services. some of the most common factors that impact customer behaviour are social,
psychological, cultural and geographical factors. Nowadays due to advancement in technology
and changing trends technological factors has also evolved with time that impact consumers
buying behaviour because today customers prefer new, advance and innovative products with
higher performance level. Rather, Tehseen and Parrey, (2018) explains that, study and analysis
of these factors not only helps organizations in development of marketing strategy but also helps
in development of brand management strategies. Due to changing trend, more number of
customers prefer to know the brand before purchasing any kind of products and services within
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it. Due to this it becomes important for organizations to focus upon branding so that they can
influence buying behaviour of customers and positively impact their customer’s purchasing
power. This will not only help the organization in increasing their overall sales buy will also help
in increasing their brand value positively.
RESEARCH METHODS
Research type
Research approach
Research design
Data Collection
Data Analysis
Sampling
ANALYSIS AND RESULTS
CONCLUSION AND RECOMMENDATIONS
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REREFENCES
Books and Journals
Ashraf, M., Naeem, M. and Shahzadi, M., 2017. Impact of Branding on Consumer Buying
Behavior: An Evidence of Footwear Industry of Punjab, Pakistan. International Journal
of Academic Research in Business and Social Sciences. 7(7). pp.592-603.
Badgaiyan, A.J., Dixit, S. and Verma, A., 2017. If brands are people, then people are impulsive
—assessing the connection between brand personality and impulsive buying
behaviour. Journal of Brand Management. 24(6). pp.622-638.
Raj, K. and Aithal, P.S., 2018. Literature Review of Impact of Branding on Base of the Pyramid
Markets with Special Reference to India. International Journal of Applied Engineering
and Management Letters (IJAEML). 2(1). pp.43-63.
Rather, R.A., Tehseen, S. and Parrey, S.H., 2018. Promoting customer brand engagement and
brand loyalty through customer brand identification and value congruity. Spanish
Journal of Marketing-ESIC.
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