Impact of brand image over the customers buying behaviour

Research Methods &
Project
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Contents
INTRODUCTION...........................................................................................................................1
Background of research...............................................................................................................1
Research aim...............................................................................................................................1
Research objectives.....................................................................................................................1
Research questions......................................................................................................................1
Rationale of research...................................................................................................................2
LITERATURE REVIEW................................................................................................................2
Concept of customers buying behaviour in context to business.................................................2
Importance of positive brand image over the customers buying behaviour...............................2
Factors that help company in attracting customers towards its products....................................3
RESEARCH METHODOLOGY.....................................................................................................3
ETHICS FORM...............................................................................................................................5
REFERENCES..............................................................................................................................10
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Title: Impact of brand image over the customers buying behaviour.
INTRODUCTION
Background of research
As per current scenario, maintaining positive and famous brand image is one of the
significant activity for business organization because it helps in inviting more and more
customers towards its offerings. In this, increasing brand awareness is referring to people ability
to recall and recognise the company and its services. This will change the buying behaviour of
customers towards the services that they want to buy from the company as per their needs and
wants. If the brand image is positive, then the buying behaviour of customers towards the brand
is also positive (Iglesias and et. Al., 2019). Thus, it is important for company to maintain their
brand image more effective and popular so that customers get easily attracted and make their
purchase from company. This is also beneficial in improving the customer base of an
organization at market place and also provide assistance on generating larger profitability level
from its competitors. Current research is based on Airdri, is small business operate their activities
in UK with the aim of generating huge profitability from its competitors. The main focus of this
business is to develop their brand image more competitive with the aim of attracting as well as
inviting large number of customers towards its services.
Research aim
To identify the impact of brand image over the customers buying behaviour. A study on
Airdri.
Research objectives
 To determine the concept of customers buying behaviour in context to business.
 To explore the importance of positive brand image over the customers buying behaviour
 To identify the factors that help company in attracting customers towards its products.
Research questions
 What is the concept of customers buying behaviour in context to business?
 What is the importance of positive brand image over the customers buying behaviour?
 What are the different factors that help company in attracting customers towards its
products?
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Rationale of research
The primary reason behind undertaking this research is that it provides detailed analysis on
the basis of Impact of brand image over the customers buying behaviour. By undertaking this
investigation, researcher can develop their skills and knowledge towards the brand image and
how it impacts over the buying behaviour (Waluya, Iqbal and Indradewa, 2019). This can be
beneficial in increasing the possibilities of attaining positive and reliable outcomes at the end of
the project and at the same time also make it more authentic.
LITERATURE REVIEW
Literature review is a theoretical framework in which researcher gather in-depth evaluation
on the basis of specified topic and area. Mainly, it includes various sources such as books,
journals, articles, newspaper and many more. All these provide detailed information about brand
image and how it changes the buying behaviour of customers. Along with this, it is also
including review of different authors over the research objectives that may assist in addressing
the particular issue of research in an effective manner.
Concept of customers buying behaviour in context to business
According to Shahid, Hussain and Zafar, (2017), consumer buying behaviour is referring
to the study of customers and the process that use to select sand dispose of products and services.
This procedure includes customer emotions, behaviour responses towards the company offerings.
Basically, consumer’s behaviour also includes ideas which is related with different aspects
including psychology, biology, chemistry and many more. Thus, it is important for business
organization to understand customers buying behaviour before providing them services. This can
be providing assistance to company in satisfying customers demand by providing them quality
products and services as per their needs and wants. With the help of this, company can generate
larger profit as compere o its competitors.
Importance of positive brand image over the customers buying behaviour
According to Dharamdasani and Sharma, (2017), Brand image play a crucial role in
influencing customers buying behaviour as it provides assistance to buyer to recall the company
and its products as well. By this, they can make their decision to purchase a specified product.
This is the reason that, the main focus of business organization is to keep their brand image
positive and famous so that number of customers get easily influenced and always keep on touch
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