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

This presentation explores the impact of branding on customer buying behaviour within the UK retail sector, specifically focusing on Nike. It investigates the influences affecting consumer behaviour and the effect of retail network performance and productivity on customer and business activity. The research includes both primary and secondary analysis to ensure credibility and authenticity.

introduction
Literature review
Results Conclusion
Abstract


Introduction
Branding is the important aspect of the business marketing nowadays with rapid change in the
technology. There has been continuous evolution in customer buying behaviours and market trends. in
the recent time, companies have the need to focus on the fulfilment of the need and expectation of
customers. Hence the brand management have become the important apart of the firm to increase the
awareness among the customer regarding the differ product availing in markets.
Figure 1 Nike is the famous brand is footwear and apparel
Data interpretation
As pr the data, most of the customer don’t have
reorganization of Nike as the famous brand
Figure 2Satisfied with current management of Nike
Data interpretation
As pr the data, most of the customer are not Satisfied with current
management of Nike
Figure 3 Nike have other competitors having better branding strategy


Most importantly Nike need to analyse 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. Due to
changing trend, a greater number of customers prefer to know the brand before purchasing
any kind of products and services within it.


Discussions
Discussions
As per the aa most of the marketers have found the brand management as the challenging task. in
addition to which it is very difficult to maintain it at the regular consistency around the globe. so, it
very important for the companies proving their brand identity to the product to gain major level of
metal peace against the competitors.
Objective
Background
Branding is significant factors for companies to focus upon increasing awareness. Brand management covers important attributes or
information about the company that help firms in development of positive perception for brand among their customers. Nike being the
famous sport brand faced the issues behind the sales growth. Besides having the successful business model based on outsourcing for
manufacturing and marketing campaign, the company is continually facing failure in identifying the evolving need and desire of customer.
In addition, Things are probably not going to get easier for Nike, even if things look good on the surface. the firm is facing the increase level
of competition from Adidas and Under Armour. The competitors are targeting the need for the customer by having variation in the needs of
differs customers such as looking the captivated female audiences with strong female spokesmodels. Hence it can be stated as, the firm have
filed in brand management which need various strategies to be implemented.
The company is currently facing the issue to proper brand of different product. The firm have also failed
the evolving needs and desire of customer by implementing the strong making strategy into the market. The
company have need to make the proper level of strategy to create the demand or the product in the market
and look into the appropriate classic crisis management situation. This will be helpful in reducing the
pressure on the employee and loyal customer at to get the increased value of their beloved firm .


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.


Recommendation


• Need for the excel in Content marketing is a critical element of effective brand
reputation management.


• Improve customer satisfaction is only key to business growth, but it also directly
impacts your brand reputation.


• Use social listening tools to respond to negative comments


Implications
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. Due to changing trend, a greater number of customers
prefer to know the brand before purchasing any kind of products and services within it.
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.


The research will be done with the help of both primary ad secondary analysis in order to gains the proper
level of credibility and authenticity related to the project in the perfect manner. the primary research will be
done with the help of questionnaire filled by the customer as the sample size will be 20. On the other hand,
the secondary analyse will be done with help literature and peer reive of several article in perfect manner.