Brand Image Analysis and Consumer Behavior

This assignment involves analyzing and comparing various aspects of brand image from several provided academic sources. The works cover topics such as Olympic branding, Philippine bath soap products, employer branding in Britain, and the impact of brand image on consumer behavior and customer loyalty. The task requires a critical examination of these sources to draw insights into how different industries perceive and manage their brand images.

RESEARCH PROJECT

Table of Contents
Chapter 1 INTRODUCTION...........................................................................................................1
TITLE ....................................................................................................................................1
Keywords................................................................................................................................1
Project description..................................................................................................................1
Researcher aim ......................................................................................................................2
Research objectives................................................................................................................2
Factors that contribute to the process of research project selection.......................................2
LITERATURE REVIEW ......................................................................................................2
RESEARCH METHODOLOGY...........................................................................................4
Action plan.............................................................................................................................5
Chapter 2: LITERATURE REVIEW...............................................................................................6
Meaning of brand image and its significance in the corporation...........................................6
Explore the meaning of customer behaviour and their choices..............................................7
Different factors that have great influence on the customer perception and choices.............8
Different strategies by which organisation can enhance their brand and create positive
perception in the mind of target market.................................................................................9
Chapter 3: Methodology................................................................................................................10
Methodology, Methods and Techniques .............................................................................10
3.2 Sampling.........................................................................................................................11
3.3 Data collection (Description of how data would be collected)......................................12
3.4 Ethical considerations ....................................................................................................12
Chapter 4 Data Collection and Analysis........................................................................................13
Introduction..........................................................................................................................13
Data Analysis and Interpretations........................................................................................14
CONCLUSION AND RECOMMENDATION.............................................................................19
Recommendation..................................................................................................................19
REFERENCES..............................................................................................................................20

Chapter 1 INTRODUCTION
TITLE
“To analyse the impact of brand image on customer perception: A case study of Tesco PLC”
Keywords
 Brand image
 consumer behaviour
 Customer perception
 Techniques for improving brand image
 Research methodology
 Investigation
Project description
This is the ear of competition, where large number of competitors in the market which are
producing same products and services. As well as it is very typical for the venture to have
competitive advantage, this can be gained with the help of core competencies, whether it is in
marketing, production, quality, services, location of the venture etc. customer choice plays very
important role for the organisation in order to gain competitive advantage so that they can grow
and gain success. Other than that customer needs and wants also plays very significant role in
order to make the customer decision and perception influence in the favour of organisation. If the
venture is able to cater the needs and wants of the customers, then only they can gain success and
growth in the market. Consumer behaviour is the study by which organisation identify the needs
and wants of the customers (Barhorst and Wilson, 2017).
Other than that it is the study of individual, group and firm. It can be said that consumer
behaviour is very much flexible, consumer will be attracted by those products and services which
they find more services and features with affordable prices. These all factors together make
brand image. It is the way by which organisation creates their good image in the minds of
customers with the help of different competitive factors in order to attract them and retain them
in the future. Brand image plays very significant role in the customer perception. As customers
or target market are the important assets for the organisation in order to create profitability and
growth in the market. Thus, it can be said that it is very important for the venture to cater the

needs and wants of the customers so that they can create good image in the mind of target market
and create positive perception for the company's product and services (Mete and Davies, 2017).
Researcher aim
“To analyse the impact of brand image on customer perception: A case study of Tesco PLC”
Research objectives
 To understand the concept of brand image and its importance for the venture
 To explore the meaning of customer behaviour and their choices
 To analyse the different factors that have great influence on the customer perception and
choices
 To find the different strategies by which organisation can enhance their brand and create
positive perception in the mind of target market
Factors that contribute to the process of research project selection
There are several factors that have affect the researcher to conduct the study on the topic
impact of brand image on customer perception. The key factors are as follows:
 Detail information about the topic: Researcher have proper knowledge about the
subject that how can brand image impact over the perception of the customers. Scholar
has significant information about the customer perception which he or she wants to apply
in the research so that he or she can solve the problem of different organisation related to
the brand image.
 What to conduct more detail study about the topic: As the researcher have relevant
information about the subject or problem, he or she wants to collect more data about the
perception of consumer towards the brand image. So that researcher can helps the
organisation to achieve brand image with the help of customer perception.
LITERATURE REVIEW
Concept of brand image and its importance for the venture
According to the view Barhorst and Wilson, (2017) In the today ear brand image is
directly linked with the customer needs and wants. If the venture is able to cater the needs and
wants of the customers then that will have positive brand image and if not then customers will

not prefer them to buy products and services in the future. In simple words it can be said that
brand image is the thinking and perception of the consumer for the firm. If the customers like to
buy the products and services in the future then it can be said that venture is having good brand
image in the market place.
In the contradicting view of Mete and Davies, (2017) It can be defined as a unique bundle
of associations within the minds of target customers. Brand image is the beliefs of the customers
towards the product and services of the particular organisation. In simple words it can be said
that brand image is the perception of the customers to buy the products and services in future
Meaning of customer behaviour and their choices
According to the view Meteand Whelan, (2018) It is very important for the venture to
earn large amount of profit and sell their products and services at large amount, this can be
achieved when the venture is able to influence the behaviour of the customers. Customers are the
only person to which the venture sell their products and services and from which they can able to
create large amount of profit. In simple words it can be stated that customers are person who are
willing to purchase the products and services of the customers when they have positive
behaviour towards the venture.
In the contradicting view of Carpentier and Stockman, (2016) there are different types of
customers such as some are variety lovers, some are loyal customers etc. variety lowers are the
customers who do not want the same product features and specification at every buy, rather they
like to prefer new product when so ever they purchase the products. Whereas loyal customers
will never try to switch the organisation, they will purchase the product of same venture at every
buy. Thus, it can be said that there are different in between the perception and choices of various
customers when they are going to take decision regarding the purchase of product and services.
Venture need to identify the choices and perception of the customers in order to make large sales
and create brand image
Different factors that have great influence on the customer perception and choices
According to the view Hemsley-Brown and Wilson, (2016) Customers are the assets or
can be said that they are god for the organisation, venture need to conduct all the activities for
the target market and cater their needs and wants. There are several factors that have great

impact over the customers choices and perception. The biggest factor that have great impact over
the customer preferences are competition. As this is the era of competition, it is very easy for the
customer to switch different organisation if their needs and wants are not catered properly by any
venture. Thus, firm need to find that customers are fully satisfied or not?
In the contradicting view of Nyadzayo and Khajehzadeh, (2016) customers behaviour is
the another factor which have great impact over the perception. There are several factors that are
included in the customer behaviour such as culture, social, personal, psychological etc. The
organisation need to understand the different factors of customer behaviour so that they can
manufacture goods and services according to their needs and wants so that they can create brand
image in the eye of customers.
RESEARCH METHODOLOGY
Research methodology is the strategy by which researcher find the appropriate outcome
of the investigation. Thus, it can be said that it is the important chapter in the research conduct by
the scholar. It plays a very vital role in the research by which appropriate result can obtain. There
are several aspects that are included in the research methodology, that are research approach,
research design, data collection, research philosophies, sampling etc. research strategy is very
important aspect of the research methodology which helps the investigator to collect the
information in proper manner (Meteand Whelan, 2018). There are two types of research strategy,
that are qualitative and quantitative. Selection of research strategy method is totally dependent
upon the objectives of investigation, here objective is to analyse the impact of brand image on
customer perception. Here qualitative research strategy have been selected so that investigator
can able to collect tbe relevant information about the subject.
Research approach is another aspect of research methodology which helps the
investigator to analyse the data about the topic. There are two types of research approach, that
are inductive and deductive. In the present investigation, scholar have key aim is to evaluate the
impact of brand image on the customer choice. Therefore, in order to attain this objective,
scholar has used inductive approach. Research philosophy is one of the major part of the research
methodology which helps the investigator to create the particular value, assumption, beliefs
related to the related topic (Carpentier and Stockman, 2016). There are two types of research
philosophy, that are interpritivism and positivism. When it is being discussed about the

interpretivism philosophy, single information is reflected by the several concepts. In this
investigation, interpretivism have been selected so that collect the relevant outcome of the study.
Research design is also one of the major important aspect of the research methodology,
this helps the scholar to find the appropriate result of the topic. There are two types of research
design, that are descriptive and exploratory. When kit is being discussed about the exploratory
research, new ideas and thoughts are discovered (Hemsley-Brown and Wilson, 2016). On the
other hand descriptive research design explore and explain an individual, group or a situation. In
this research, exploratory have been selected by the scholar. Data collection is the way by which
venture collect the data with the help of primary and secondary data. Primary data is the
information collected with the help of primary sources such as survey, interview etc. secondary
data collection is the way by which data is collected from those sources at which the information
is already being collected. In this research, investigator have selected primary data collection
method. Data analysis is the way by which the data is being evaluated so that proper result have
been obtained. Here research have use thematic analysis. Sampling have been done with the help
of simple random sampling where 10 customers of Tesco have been selected.
Action plan
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Formulation of research proposal
Preparing aim and objectives
Writing background research study
Assortment of suitable research
methodologies
Data collection by using primary and
secondary sources

Examination of the collected data
Interpretation of collected
information to generate expected
results
Conclusion and recommendations
Submission of draft report
Modifications as per the feedback
comments
Final Submission
In the research project there are several activities that are taken place, such as preparation
of research proposal, Preparing aim and objectives, Writing background research study, Data
collection by using primary and secondary sources, Assortment of suitable research
methodologies, Examination of the collected data, Interpretation of collected information to
generate expected results, Conclusion and recommendations, Submission of draft report,
Modifications as per the feedback comments, Final Submission etc. Every task need some time
to complete, so that the followed task can be started. Completion of research proposal will take
two weeks. Preparing aim and objectives will take one week to complete. Writing background
research study which includes past information about the subject will take two weeks.
Assortment of suitable research methodologies which consist selection of appropriate research
methodology will also take two weeks. Examination of the collected data which consist of
collected data analysis will be taking two weeks. Submission of draft report, Conclusion and
recommendations and Interpretation of collected information to generate expected results will
take one week respectively. Modifications as per the feedback comments will again take two
weeks so that problems can be solved. Final Submission will take one week.

Chapter 2: LITERATURE REVIEW
Meaning of brand image and its significance in the corporation
According to the view of Suryonaningsih, (2016) brand image is very big concept for the
organisation which consist of several factors such as consumer behaviour, their perception,
decision making, their motivation and desire to buy the products, needs and wants of the
customers, their social and personal factors etc. Organisation can not create their brand image
when they are not able to cater the need and wants of the customers. It is very significant for the
venture to keep their customers as first priority so that they can create brand image in the market
place. In simple words it can be said that brand image is the perception and thinking of the
individual or customers for the organisation. It can be defined as a unique bundle of associations
within the minds of target customers. Brand image communicates emotional value and not just a
mental image. In contradicting view of Jeong and Jang, (2017) brand image is the impression
which is being leaved by the venture on their target market. There are several factors at which
organisation can created that brand image in the market place, that are company product and
services, product quality, prices, distribution, promotion etc. When the venture is going to
manufacture their products and services, they need to find the needs and wants of the customers
so that they can cater the higher level of satisfaction in order to create positive brand.
According to the view of Le Clinche and Desbordes, (2017) Other than that after sales services
and customers comments also plays very significant role in the brand image. There are several
customers which are not satisfied with the products and services of the organisation, so they
leave comments of different digital platforms, venture need to solve their problems so that they
can retain them in the future and create positive brand image. In contradicting view of Iglesias
and Sierra, (2017) In the today's era, young generation are more attracted towards the products
and services which have good brand image and goodwill the organisation. So that they can show
their status in the society. Other than that people think that brand products have been quality
goods and they can be stable for long time. This is the reason, company should maintain their
brand image in the society so that they can sell their products and services.
Explore the meaning of customer behaviour and their choices.
According to the view of Singhal and Jha, (2017) the key aim of the venture is to earn
large amount of profitability, this can be achieved when they are selling high amount of products

and services. This can be achieves when the venture is able to create good image in the mind of
customers and image is created when they are able to cater the needs and wants of the customers.
Ultimately when the company want to earn high profit, they need to identify and evaluate the
behaviour and choices of the customers. It has been identifies that consumer are the ultimate
person of individuals which are able to purchase the products and services of the organisation.
Thus, they need to focus on customers and their desires and choices. In the contradicting view of
Barhorst and Wilson, (2017) Consumer behaviour is a physiological concept which is related to
the feeling, emotion, mentality, thinking of customer. Customers purchasing process is the first
stage which is being included in their behaviour when they are going to buy the product and
services of different organisation. In this process customers find the different alternatives in
order to cater their needs and wants. Those alternatives are then evaluated in proper way so that
they can select the brand which serve the highest level of satisfaction. When the customers is
analysing the alternative, at that time, they consider all the behavioural factors such as their
perception, motivation etc.
According to the view of Mete and Davies, (2017) Customer behaviour is the study of
how people makes decision about to purchase the product and services. There are several factors
that are included in the customer behaviour which have great impact over the marketing mix
decision of the organisation. It can be said that if the venture is able to understand the behaviour
and desires of the customers then this will serve as the opportunity for the venture. Other than
that customer behaviour plays very significant role in retaining the old customers. In the today's
era most of the customers are variety lovers rather than loyal buyers. The like to have different
products at every purchase. Customers do like to prefer new specification and features in the
product when they are going to buy new products. Thus, they are not loyal for the singe
organisation. Venture need to understand this behaviour of their customer so that they can able to
cater their needs accordingly.
Different factors that have great influence on the customer perception and choices.
According to the view of Carpentier and Stockman, (2016) customers perception is the
way of thinking of the customers for the different brand and their products and services. Every
individual have different perception which have been created on the basis of different factors
such as their social life, family background, business environment etc. These all factors have
great impact over the perception and behaviour of the customers and ultimately this will

influence their buying behaviour. It has been analysed that customer's satisfaction is the key
factor of their perception. If the customers have high level of satisfaction then they will have
positive perception towards the organisation. With the help of high level of satisfaction, venture
can able to retain their target market. If the company is not able to cater the needs and wants of
the customers then they will not able to retain them rather customers will definitely switch to
other organisation. Thus, it can be said that competition is the other factor which have great
influence over the perception of people. In the contradicting view of Hemsley-Brown and
Wilson, (2016) customer behaviour is another factor which have created great impact over the
perception of target market. There are several factors that are included in the customer's
behaviour. The factors are culture, social, personal, psychological etc. venture should understand
the different components of the customer's behaviour so that they can cater their needs and wants
accordingly. When it comes to the culture factor of customers, it is being classified under their
value, beliefs, motivation, perception, preferences etc. motivation is the key factor which helps
the individual to put the efforts in order to satisfy their desires. Motivation only comes from the
needs and wants of the customers. It has been said in the Maslow's need hierarchy theory that
customers have defined their need in different levels as one is satisfied, individual motivates to
fulfil the higher level of need. The level start from the basic need and ends to the self-
actualisation needs.
According to the view of Nyadzayo and Khajehzadeh, (2016) personal factor is another
major factors which have impacted over the customer behaviour. In the personal factor, it
includes age, life cycle, occupation, life style, financial and economic situation, personality, self
concept etc. Customer age, education, occupation and life are the most common factors which
have impacted over the venture decision. Other than that physiological factor which consists
learning, experience, attitude, beliefs etc. have great impact over the decision making of
purchase or product and services. With that social factors such as reference group, family, role
and status etc. influences when the customers is evaluating the different alternative in order to
make purchase decision.
Different strategies by which organisation can enhance their brand and create positive perception
in the mind of target market.
According the view of Suryonaningsih, (2016) public relation is one of the effective
strategy through which brand image can improve. It is the way by which organisation make

strategic communication with their stakeholder so that they can create proper relationship with
them and their stakeholders. If the venture is able to create and main good image in the eye of
public which consists of customer, employees, investor, suppliers etc. then they can able to
create public relationship. If the company want to create good image or brand image in the eye of
customers then they need to build good relationship with their stakeholder such as suppliers,
customers, government etc. Relationship can be maintained when the venture is able to fulfil the
interest of every stakeholders. It is the responsibility of the venture is to cater the needs and
wants of the customers so that they can able to maintain effective relationship with the public.
In the contradicting view of Jeong and Jang, (2017) social media is the another factor that
have created the positive brand image and positive perception in the mind of the customers. In
the current time, digital marketing is the tool at which customers have more trust. This is because
when the organisation upload their products on social media platforms, mots of the customers
comments on that product that what they fell about it and what is their level of satisfaction. If the
venture is able to cater the needs and wants of the customers and solve their problems, customers
will post positive comments on their web-page and social media platforms. These activities can
create positive image of the brand and customers will perceive that organisation serve quality
products and services.
Chapter 3: Methodology
Methodology, Methods and Techniques
Methodology is the important element that assists to make creative results in the business
environment. In this aspect, different tools and techniques are using for conducting the research
program. With this aspect, effective tools has been carried that assists to meet with outcomes in
systematic manner. In the research methodology, there are several tools has been determines that
assists to meet with targets in systematic manner (Hemsley-Brown and Wilson, 2016). With the
help of different research approaches, results will be accomplish in the business. For the business
unit, following are certain elements implemented in the business:
Research philosophy: Research philosophy is the important tool that assists to make
effective functions and operations at workplace. It is very crucial aspect that make focus on the
subjective part that also helps to involve several theories and models for the report. These
element assists to interpret data with the help of interpretivism and positivism. In this aspect,

interpretivism research philosophy has been selected that assists to accomplish business
objectives and goals in systematic manner.
Research design: Research design consist for conduct research program that assists to
meet with effective results in the research. There are different types of research design exists
such as experimental, exploratory, descriptive, etc. For the present research, exploratory research
design has been selected that assists to explore several questions which related with program.
Therefore, desired results will be accomplish in systematic manner. Descriptive research design
also assists to carry effective results for implied theoretical frameworks (Nyadzayo and
Khajehzadeh, 2016).
Research approach: It is the crucial aspect in which results and performances will be
develops for conducting the research study. Inductive research approach has been used by
researcher for executing effective results in the business unit. It assists to interpret the data and
information to accomplish best results. It assists to test hypothesis for formulating the scholar
process in systematic aspect. With the help of different models and theories, different strategies
ascertain in the specific and general ways.
3.2 Sampling
In this tool, researcher need to develop their operations and functions with analysis
research program in systematic manner. With this regard, performance of the Tesco assists to
determine several opportunities through they can relate and obtain effective information at
workplace. Primary data are collected through questionnaire, therefore, it is the effective tool
which obtain research from responses from the sample population. In respect to carry the present
research program, there are two types of sampling methods taken that assists to meet with goals
and objectives in systematic way. In this way, simple random sampling method has been used
that assists to create effective functioning in the business through developing effective results.
In this aspect, equal opportunities will be given to each respondent so that objectives and
goals will be accomplish in systematic manner. In this regard, researcher ask each question from
respondent so that decisions could be made behalf of it (Suryonaningsih, 2016). In this context,
10 respondents have been taken from Tesco to analysis present research program. It is the
important aspect that assists to meet with goals and objectives. Furthermore, positive relationship
can be made to satisfy customers. Social media highly influence to the customer satisfaction.

3.3 Data collection (Description of how data would be collected)
It is the important aspect that assist to create effective results in the business. Therefore,
Tesco will able to enhance their operations and functions in different areas of the world. In order
to collect the data, primary and secondary sources has been taken that assists to collect
appropriate information to attain desire goals and objectives. With the help of primary data,
researcher need to conduct survey through they can collect fresh information that are collected at
first time. Hence, operations and functions will be accomplish in systematic way (Jeong and
Jang, 2017). In order to collect the primary data there are different tools has been used such as
interview, observation, survey, etc. Therefore, objectives and goals will be accomplish through
ascertain more profits and revenue at workplace. On the other hand, secondary information will
be taken through journals, magazines, articles, etc. These all elements take important place to
accomplish desired results in the business enterprise. Therefore, targets will be develops in
systematic way.
In order to carry the present study, researcher using primary resources that assists to
analysis views of different people through questionnaire. It is the best way that assists to meet
with effective functioning at workplace. It helps to collect the fresh information that are using
first time in the business enterprise. Along with this secondary information collected by different
authors books, articles, etc. that assists to meet with effective functioning in business to analysis
previous research (Le Clinche and Desbordes, 2017).
3.4 Ethical considerations
In this aspect, it is very important to carry effective results in the business. It is the best
way through reasons could be identified that are wrong and right. With this regard, researcher
has aim to ensure that ethics and regulations followed in systematic way that assists to meet with
effective results at workplace. Along with this, surveyor also need to ensure that study will never
create negative impact on respondents and readers as well. It is the best way for carrying primary
and secondary analysis. Further, it also assists to maintain profitability in systematic aspect at
workplace. Researcher has main aim is to spread relevant information which never impact on the
person life. As results, it assists to carry effective research program at workplace.
With the help of maintaining confidentially, personal information from the respondent
also save in which people will be protect from the research techniques. It is the best way to
accomplish effective results in the business unit. With considering effective and reliable

information, study will be carry in systematic manner. In addition to this, proper rephrasing also
develops so that there is no issue of plagiarism in the research. In addition to this, validity and
reliability also considered as the important aspect which assists to promote effective functioning
in business (Iglesias and Sierra, 2017). There are several factors exists which could be impact to
accomplish desired goals and objectives. Therefore, proper outcomes need to be ascertain that
assists to accomplish outcomes.
Chapter 4 Data Collection and Analysis
Introduction
Data analysis is the tool which helps the researcher to evaluate the data which have been
collected from the primary and secondary sources. This helps the investigator to convert the raw
data into useful information so that proper results can be considered. This is very important part
of the research at which results are dependent up. If the data analysis is not there in the
investigation, then research can not be completed. . It should be carry out the entire investigation
in a well structured manner through which it becomes easy to accomplish determined objective
and aim. In this investigation, thematic analysis have been done on the data which is being
collected from the survey. Different questions have been asked from the 10 customers in order to
analyse their perception of people for brand image.
Theme 1 Customers often buy the product and services of Tesco
How long have you been purchasing the product from the Tesco. Frequently
Within 6 months 2
Within 1 year 3
From 2 to 3 2
More than five year 3
Theme 2 Factors affects the buying behaviour of product and services
From the following which element affected you at the time of
purchasing the product and services? Frequently
Personal factor 2
Geographic factor 2
Demographical factor 4

Other 2
Theme 3 People affected brand image at the time of purchasing the commodity
Do You agree that while you purchase any product and service then
brand image affect your decision? Frequency
Strongly agree 5
Agree 3
Disagree 1
Strongly disagree 1
Theme 4 Cited organisation have used excellent approaches to increase the brand image
Do you agree that cited venture have used excellent approaches to
enhance the brand image? Frequency
Strongly agree 5
Agree 4
Disagree 1
Strongly disagree 0
Theme 5 Factors affect the brand image of the venture
Which component affects the brand image of the company? Frequency
Price 1
Quality of product and services 1
Social media marketing 2
Brand names of the company 4
Advertisement 2
Theme 5 Tesco should make efforts to enhance its brand image in the market

Do you think that Tesco should make efforts to improve its brand
image in the market? Frequency
Strongly agree 4
Agree 3
Disagree 2
Strongly disagree 1
Data Analysis and Interpretations
Theme 1 Customers often buy the product and services of Tesco
Within six months
Within one year
From two year
From five year
Interpretation and analysis- This analysis stated that large number customers of the
Tesco purchase the product and services within the one year and five year. In this question it has
been analysed that there are different type of customers who purchase the product and services of
the Tesco at different time. Thus, it has been evaluated that the venture is very renown and most
of the customers purchase their products and services frequently. The key objective of this
question is to find that how often customers buy the products and services of the venture. Thus, it
has been founded that most of the customers buy it from 1 year to 5 years. It can be said that
customers do like the products and services of the Tesco and the venture have good brand image
in the eye of customers.

Theme 2 Factors affects the buying behaviour of product and services
Personal factorGeographic factorDemographical factor Other
0
0.5
1
1.5
2
2.5
3
3.5
4
Frequently
Interpretation and analysis: This question state that there are several factors that can
affect the decision of any individual when they are going to buy any product and services of the
different brands. The factors may includes personal, demographic, geographic etc. when it being
discussed about the demographic factor includes age, gender, occupation, income level,
education etc. And this is the most influence factor which affect the customers when they are
selecting the brand or the product and services of any brand. In this survey, researcher have
asked this question from 10 different customers, from which most of the customers have said that
their demographic is the key factor which have great influence over their buying decision.
Theme 3 People affected brand image at the time of purchasing the commodity

Strongly agree Agree Disagree Strongly disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Frequency
Interpretation and analysis-This question states that many of the customer affected by
the company brand image at the time of purchasing the product and services. The key objective
of this question is to find that customer do agree or not that brand image is the factor which
affects them when they are buying the products and services of the company. From this question,
it has been analysed that 5 customers of Tesco out of 10 are strongly agreed that brand image
have great impact over their buying behaviour.
Theme 4 Cited organisation have used excellent approaches to increase the brand image

Strongly agree
Agree
Disagree
Strongly disagree
Interpretation and analysis- This section stated that Tesco have used an excellent
approach to enhance the brand image. The key objective of this question is to analyse that
whether the organisation is satisfies with the brand image of the organisation or whether the
venture is effective approaches to enhance their brand image. Most of the customers are agreed
that the organisation is using the effective strategics to increase their brand image.
Theme 5 Factors affect the brand image of the venture

Price
Quality of product and
services
Social media marketing
Brand names of the
company
Advertisement
Interpretation and analysis: This question state that brand image is one of the important
factor which have great impact over the perception of the customers. There are several factors
that have great impact over the perception of customers such as price, quality of product and
services, social media marketing, brand image, advertisement etc. from this question it has been
analysed that brand image is the key factor which have great impact over the perception of
customers. Four customers out of 10 have said that brand image is the key factors, thus the
venture should focus on different strategics in order to enhance their brand image in the eye of
customers so that they can attract and retain large number of customers.
Theme 5 Tesco should make efforts to enhance its brand image in the market
Strongly agree Agree Disagree Strongly disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Frequency
Interpretation and analysis-As per the above theme that Tesco should make efforts to
increase its brand image in the market place. The key objective of this question is to analyse that

the venture should use the different strategics and make effort to manage and enhance their brand
image. Most of the customers have said that the organisation should put their maximum effort to
enhance their brand image. As the Tesco have good image but if they will put more effort than
they will able to make more sales and profit.
CONCLUSION AND RECOMMENDATION
Conclusion
It can be concluded from the project report that brand is one of the key factor which helps
the organisation to create the positive perception in the mind of customers, thus venture should
manage and enhance their brand image so that they can able to attract and retain large number of
customers. If the venture have impressive brand image then all the customers will automatically
attract and if they have poor image have customers will not buy the product and will not let buy
to other customers. From the project, it can be said that venture should focus on different
strategics of brand which helps them to gain the large customers. This will help the venture to
gain competitive advantage. Other than it can be summarised from data analysis that brand
image is the key important factor by which venture can create positive perception in the mind of
customers. With that most of the customers says that the venture is using the brand image
strategics every effectively, but they need to put more efforts.
Recommendation
It can be recommend from the report that Tesco should know the importance of brand
image so that they can able to make more profit, different recommendations are as follows:
The venture should use different social media platforms to create their brand image, they should
post several comments of the customers who are being satisfied with the organisation. This will
create good perception in the mind of customers and brand image will increase.
Public is the another strategy which is very much effective in creating the brand image of
customers. The venture should find the needs and wants of every stakeholder and fulfil them in
very effective manner. This will create good relationship with the public and this activity
ultimately enhance brand image of the customers.

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