Link Between Brand Awareness and Consumer Behavior

Running head: PROFESSIONAL PROJECT
Professional Project
Name of student
Name of University
Author note

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PROFESSIONAL PROJECT
Table of Contents
Introduction................................................................................................................................3
Research aim..........................................................................................................................3
Research Objectives...............................................................................................................3
Research questions.................................................................................................................4
Literature Review.......................................................................................................................4
Impact of brand awareness on influencing consumer behavior.............................................4
Social media acting as a marketing tool to increase brand awareness...................................5
Research methodology...............................................................................................................6
Research philosophy...............................................................................................................6
Research design......................................................................................................................7
Data collection........................................................................................................................7
Analysis of data......................................................................................................................8
Values and ethics....................................................................................................................8
Timeline.....................................................................................................................................8
Reference..................................................................................................................................10

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PROFESSIONAL PROJECT
Introduction
The research proposal is prepared to discuss about the link between brand awareness
and the influence to make purchases, which is critical for the success of any business in terms
of profit level attained and competitive advantage in business. To focus on enhancing brand
image and awareness, the small sized businesses have used the social media platforms for the
purpose of communicating the brand messages and information to a large number of people,
furthermore aim at reaching out to more audiences and influence their purchasing intentions
and behaviours too (Suki & Sasmita, 2013). Therefore, it is clear that there is a good
relationship between the brand awareness and conviction to purchase, which has been
possible with the help of involving social networking websites for reaching a mass group of
people, furthermore present positive messages about the brand and act as a great marketing
approach to strengthen the relationship between the business and its customers too (Tiago &
Veríssimo, 2014).
Research aim
The aim of the research is to determine the relationship between the awareness of a
brand and the conviction to make purchases, which can result in gaining profit in business for
the small businesses
Research Objectives
 To identify the relationship between brand awareness and the influence on consumer
buying behaviours to make purchases from a business
 To evaluate various approaches to marketing undertaken by the organisation to
enhance the brand image and awareness among the customers

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PROFESSIONAL PROJECT
 To assess the probable impact of engaging social media platforms by the small
businesses for increasing the awareness of the brand and influence consumer buying
behaviours
 To recommend necessary measures for improving the marketing efficiency and foster
betterment of relationship between the business and its customers
Research questions
What is the relationship between the awareness of a brand and how it impacts the consumer
buying behaviours of the small businesses?
How can the various marketing approaches contribute to the enhancement of brand image
and awareness, thereby, influence the buying behaviours of individuals largely?
Does the involvement of social media platforms in small businesses increase the scopes for
presenting a better brand image and create awareness among the customers?
What are the most suitable measures recommended for the purpose of improving the
marketing effectiveness, furthermore establish a good relation between the business and its
clients?
Literature Review
Impact of brand awareness on influencing consumer behavior
According to Wang et al, (2016) brand awareness facilitates decision making in terms
of purchasing. Kazmi & Rashidi, (2015), states that when people are aware of a brand and
checks all the hype about the brand it automatically influences the decision of the customer to
buy and associate themselves with the brand. No matter how good the product of a brand is or
no matter how distinctive the features are of the product in comparison to different brands in
the market, if people do not know or be aware of the brand they are likely to purchase