Research Porject

Analysis of the
research
TASK 4

Research Aim and Objectives
Aim:
To identify the impact of brand image on customer purchasing behaviour: A case study of Burberry retail fashion
retail UK.
Objectives
To evaluate the impact of brand image on the customer purchasing behaviour
To assess the importance of brand image of Burberry on the customer purchasing
To analyse the relation between the brand image and the purchase decision of customer
To recommend different methods to Burberry for enhancing brand image of the organization.

Theme1: Brand image has huge impact on the
consumer purchasing behaviour
Do you agree that
brand image has huge
impact on the
customer purchasing
behaviour
Strongly disagree Disagree Neutral Agree Strongly agree
0
1
2
3
4
5
6
7
8
9
10
Series1

Theme 2: Positive brand image can help in
increasing sales and revenue of Burberry
Yes No
0
2
4
6
8
10
12
14
16
18
Frequency
Frequency

Theme 3: Status symbol is the reason for purchasing the
branded clothes
Are you brand conscious Status Symbol Due to quality of the product
0
1
2
3
4
5
6
7
8
9
10
Frequency
Frequency

Theme 4: With positive brand image Burberry can
develop competitive advantage
Yes No
0
2
4
6
8
10
12
14
16
Frequency

Theme 5: Brand image is the main component
which affects the consumer purchasing behaviour
Yes No
0
2
4
6
8
10
12
14
16
Frequency
Frequency

ank You!!