Effect of Brand Awareness on Customer's Buying Behaviour: A Study on Coca-Cola

Research Proposal
1

Contents
INTRODUCTION...........................................................................................................................3
RESEARCH TOPIC AND RESEARCH QUESTIONS.................................................................3
RESEARCH AIM AND OBJECTIVES..........................................................................................4
LITERATURE REVIEW................................................................................................................5
What are the significances of brand awareness in generating revenue?......................................5
How brand awareness effects on buying behaviour of customer?..............................................6
What types of factors have effect on customer’s buying behaviour towards Coca-Cola?..........6
INTENDED METHODOLOGY.....................................................................................................7
Research Philosophy....................................................................................................................7
Types of study..............................................................................................................................7
Data Collection............................................................................................................................8
Sampling:.....................................................................................................................................8
Data Analysis...............................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
Appendix........................................................................................................................................11
Gantt chart.................................................................................................................................11
2

INTRODUCTION
Brand awareness refers to the likelihood as to how aware a customer is regarding a product,
service or brand. It is the key dimensions of brand quality that includes an ability of customers to
remember the product, tagline, logo, name etc. In addition, brand awareness is the level to which
customers are capable to recognise or recall a brand under different conditions. Brand awareness
is an effective way of measuring the ability of potential customer to not only recall a brand
image, but to also relate it with a several company’s product or service (Arinitwe, 2019). For this
research, Coca-Cola is a chosen carbonated soft drink manufacture that was introduced in 1886
by John Stith Pemberton. Company was specialising in manufacturing and selling of different
products such as Pepsi, RC cola, Kola Real etc.
The brand that has the uppermost brand awareness is Coca-Cola. Around 7.1 billion people
would know the Coca-Cola logo if they showed it to them. That is around 94% of the population
of the Earth, which is staggering taking into consideration that only half of the earth recalls the
cross as a symbol of Christianity (Brand awareness of Coca-Cola, 2018). Therefore Coca-Cola is
highest brand awareness in all over the world. Brand awareness if direct effect on buying
behaviour of consumers because the consumers are more aware of the brand and they has
knowledge about the product quality, price etc. Effective brand awareness helps an organisation
in increment of customer number and also increment of revenue.
Main purpose of this research proposal is to develop basis knowledge about the brand
awareness and its effects on buying behaviour of customers. This research is important because it
helps in identification of different factors that impact on customers in making decision about the
buying products or services in particular brand. Along with this, current investigation is also
important in identification of the importance of brand awareness for company in generating of
higher revenue (Dekhil, Jridi and Farhat, 2017).
RESEARCH TOPIC AND RESEARCH QUESTIONS
Research Topic
An investigation into the effect of brand awareness over customer’s buying behaviour. A
study on Coca-cola.
Research Question
 What are the main effects of brand awareness on customer’s buying behaviour?
3

Sub-questions of Research
 What are the significances of brand awareness in generating revenue?
 How brand awareness effects on buying behaviour of customer?
 What types of factors have effect on customer’s buying behaviour towards Coca-Cola?
RESEARCH AIM AND OBJECTIVES
Research aim:
To identify the effect of brand awareness on buying behaviour of customers. A study on
Coca-Cola.
Research Objectives:
 To identify the importance of brand awareness in generating revenue.
 To determine the effect of brand awareness on customer’s buying behaviour.
 To explore factors those have effect on buying behaviour of customers towards Coca-
Cola.
4