Impact of Branding on Consumer Purchasing Trends in UK Footwear Market

This research investigates the impact of branding on consumer purchasing trends in the UK footwear market, with a focus on the effects of social media versus traditional media. The case study of Crown Northampton is used to analyze the specific impact of branding in this context. The research aims to provide recommendations for improving branding in the consumer footwear market.

SHORT RESEARCH
PROPOSAL

Table of Contents
TITLE..........................................................................................................................................................3
INTRODUCTION.......................................................................................................................................3
THEORITICAL BACKGROUND AND RESEARCH FOCUS.................................................................3
JUSTIFICATION AND CONTEXTUALIZATION...................................................................................7
METHODOLOGY......................................................................................................................................9
BIBLIOGRAPHY.....................................................................................................................................13

TITLE
“An investigation to establish the impact of branding in consumer purchasing trends in footwear
market in UK”.
INTRODUCTION
The main aim of conducting this research project is to examine the impact of branding in
consumer purchasing trends so that high profitability results are attained by an organization
within competitive marketplace. Branding defines as an act of giving a company a particular
design to advertise and promote the products and services in front of customers to gain. It is very
crucial for marketers to stay on top with the consumer trends (Achabou, 2020). It is essentially
an analysis of consumer habits in terms of maintaining a strong a connection with goods and
products. Consumer purchasing trends are mainly based on the needs and desire of customers to
buy a products and services for particular company in this branding play an essential role. In this
Crown Northampton are to be taken that is provides a hand stitched footwear to the customers in
UK. It is a family owned company that is considered as a rich and important shoemaking
heritage of the location. The company was founded on 1908. To effectively complete the project
there are several chapters such as theoretical aspects in which literature review are to be
considered that helps in fulfilling the objectives of particular research. Further research
methodology is to be considered that represents the several activities to complete the research
properly. These activities includes research philosophy, research paradigm, data collection,
Research techniques, sample size etc. and in this researcher ensures that all the activities are
completed in ethical manner so that no hindrances are to be occurred while conducting the
particular research.
THEORITICAL BACKGROUND AND RESEARCH FOCUS
Review key publications and themes
Concept of Branding and consumer purchasing trends
According to the viewpoint of “Radu Dandu, (2021)” Branding defines as a process in
which names, signs, signals, design etc. are to be used to examine the products of a particular

business organisation to distinguish it from the rival who are present in the marketplace. This is
essential to attract the large number of customers for a longer period of time. Branding is mainly
done through advertising with the use of consistent theme. It represents the perpetual activity of
analyzing, managing, creating the accumulative assets and behavior that creates the perception of
company in customer and different stakeholders mind.
As per the viewpoint of “Delia Dumitrescu, (2020)” consumer trends are defines as a
behavior of customers towards buying products and services. It represents the new expectation
that every customer have form on the basis of customer trends. The customer purchasing trends
is best be identified by examine the customer expectation related to buying the products and
services. This will hit the sweet spot of trend- driven that was innovating with the new offering.
Customer purchasing trends is based on several aspects such as drivers of change, Innovation,
Emerging expectation etc.
Comparison between the impacts of social media versus traditional media to brand in order to
enhance the consumer purchasing trends in footwear market in UK
As per the viewpoint of Vanessa Rodriguez Lang, (2021), states that the impact of social
media versus traditional media to brand is majorly affect the consumer purchasing trends within
the footwear market in UK. In the present world digital marketing allows various brands to
mainly focus on efforts on ideal buyer by building a community around the goods and services.
In this world of digitalization people does not mainly focus on television commercial to buy the
products and services especially footwear. Therefore, people are more indulge ion online store to
seek the variety of products and other customer reviews to buy the products. It helps customers
to review the side by side comparisons of products. It is very essential to examine the consumer
purchasing trends in footwear market by making comparison of impact of social media and
traditional marketing. In terms of social media it is less expensive for businesses and also helps
in attracting the consumer purchasing towards buying the products and services. In terms of
traditional marketing customer reach the products firstly for examine the products and then buy
the goods it consumes more time of consumers that affects the purchasing trends in footwear
market. In terms of trust social media focus on developing the trust over time by examine the
customer needs and desires social media attracts numbers of customers towards buying the
footwear in the UK market. On the other hand in traditional marketing seller force their opinion

on buyer in hopes for developing the frequent buyer. But in today’s digital world traditional
marketing impact negatively on the consumer purchasing trends within the market of UK. Social
media is also helpful to make connection with customers due to this consumer purchasing trend
positively impacted as compare to traditional marketing because in this seller cannot connect
with buyer after purchase of goods and services. Social media also helps in developing the brand
of the company in market place and in the eyes of customers in frequent basis as compare to
traditional form of marketing.
Impact of branding in consumer purchasing trends within Crown Northampton
As per the viewpoint of M.T. Wroblewski, (2021), brand alignment is one of the most
impactful aspects but many customers feels a few more brand effects before opening the wallet.
There are several factors which demonstrate the impact of branding in consumer purchasing
trends within Crown Northampton. These are presented below:
 Creates desire- It a human nature when something looks unique and appealing than
people think that this thing will enhance and develops our life and status that they want
and desire. In terms of Crown Northampton that is a best and unique brand in UK and
having a leading brand position in marketplace. This creates a desire in the mind of
customers due to which customer purchasing trends are impacted positively.
 Becomes synonymous with prestige and status- Branding is one of the best reason for
savvy small enterprises managers to review several logo designs before selling their
products and services because it will develops the brand image within the marketplace.
The logo of the company impacts the consumer purchasing in positive manner and it also
communicate the values of business that thousands of words cannot be display in
customer mind. It develops the prestige and status of business firm in customer mind.
Recommend some ways that is adopted to improve branding in consumer footwear market
According to the viewpoint of “(Ko, 2020)” branding is one of the best activity in which
business can indulged in building a strong, recognizable brand that helps in connecting customer
with the products and services. Brand also improves the customer loyalty and recognition so that
they purchase more products and services of business enterprise. There are several
recommendations that are adopted by footwear market in improving the branding in the business

enterprise. These are: deliver personalized experiences to customers so that they understand the
features of products and services so that more customers are buying the products. By using the
great quality photos footwear business can attracts the customers and also improves the brand.
To improve the brand in the market it is very essential to develop the customer friendly culture
so that become loyal with the company by purchasing the products and services so that
uniqueness and competitiveness will be maintained that provides long term benefits to business
enterprise. Further footwear company also focus on defining the niche to improve the brand
rather than offer their specialized products within particular market place.
Hypothesis
H0- There is significant impact of the concept of branding and its impact on consumer
purchasing trends in footwear market in UK.
Aims
“To evaluate about the concept of branding along with its impact on consumer purchasing”
trends in footwear market in UK. A case study of Crown Northampton.
Research objectives
 To evaluate about the concept of Branding and consumer purchasing trends.
 A comparison between the impacts of social media versus traditional media to brand in
order to enhance the consumer purchasing trends in footwear market in UK.
 To analyze the impact of branding in consumer purchasing trends within Crown
Northampton.
 To recommend some ways that is adopted to improve branding in consumer footwear
market.
Research Question
 What is the concept of branding and consumer purchasing trends?
 What is the difference between impacts of social media versus traditional media to brand
in order to enhance the consumer purchasing trends in footwear market in UK?

 What is the impact of branding in consumer purchasing trends within Crown
Northampton?
 What ways are recommended to improve branding in consumer footwear market?
JUSTIFICATION AND CONTEXTUALIZATION
Importance of Research
The research topic is to be selected is the impact of branding on consumer purchasing
trends in UK footwear market. It is essential topic to research for Crown Northampton. It is so
because it is necessary to examine the way branding attracts consumer purchasing trends for
developing the market trends and competition in marketplace (PRASAD, BALAJI and
MAHENDHIRAN, 2019). This particular research is important because it is made on impact of
branding on the consumer purchasing trends that helps in drawing the conclusion and
recommendations in authentic and reliable manner. As it makes the topic of research important
for Crown Northampton so that they get useful information related to gaining profitable results in
proper manner.
Research rational
The main reason behind conducting this research is to examine the impact of branding in
consumer purchasing trends. This investigation also carried for the personal and professional
interest of researcher. This study provides high knowledge that is effective for researcher to
develop the professional and personal interest so that investigator would be sustain in business
world while adopting several opportunities (McLaren and Armstrong-Gibbs, 2020). In personal
terms this research develops the skills related to Consumer buying trends and branding along
with time management skills, searching skills etc. that directly creates opportunity in
professional terms within the competitive marketplace. By involving in this research researcher
acquire detailed information on Branding and its impact on consumer purchasing brands within
the consumer footwear market in UK.
Linked with existing body of evidence
There is an existence body of evidence of the use of branding in influencing consumer
purchasing trends in footwear market (González-Mansilla, Berenguer-Contri and Serra-

Cantallops, 2019). This is done because in today’s business world branding impacts high on
attracting customers and retaining them for a longer period of time. To make a strong connection
with customers branding is an effective term and also very crucial to target the huge range of
customers within company and develops profitability. However, in this manner te company
seeks to research on this particular topic where they used already available evidence and making
new one so that authenticity would be shown at the end of research.
Timely respond to existing needs
This research is conducted for footwear market in UK and in this researcher ensures that
they will get results on time. This research responds to existing needs by analyzing the impact of
branding on consumer purchasing trends in UK footwear market. It is essential to examine the
existing needs and requirements of an organization because it is a part of research to get the
reliable and authentic outcomes at the end of particular research (Rashid and Byun, 2018). This
also helps in framing recommendations that are useful to footwear market to get reliable results
in terms of attracting large base of customers. For managing the time of completing the research
on time Gantt chart is to be used by researcher. This helps in completing all the activities in
effective manner in in set time period according to priority basis.
Gantt Chart:
Gantt chart refers to a type of chart that is mainly used to manage the project that reflects
one of the best ways to show activities. This chart reflects the project schedule due to this
researcher can effectively examine the relationship between activities and current schedule
status.

METHODOLOGY
Research methodology refers to a procedure or technique that is used to identify select,
process and analyze the information of particular topic. It is considered as a path through which
researchers need to conduct the whole research effectively and efficiently. To conduct this
particular research onion is to be suggested that helps researcher to select the suitable methods
and technique to conduct particular research properly. Several activities of research onion are
presented below:
Research philosophy- This defines the set of principles that concern with the stance
from which the whole research is conducted. By undertaking the investigation it is very crucial
for investigator to deal with the several development and sources of data and knowledge that is
mainly based on specific subject area or topic (Felix and Fırat, 2019). This philosophy is to be
done for presenting the valid conclusion at the end of the whole research so that reader would
easily understand the facts and figures of the particular research. This philosophy is divided into
two aspects that are positivism and interpretivism. In this positivism reflects that knowledge is
independent of the subject that is being studies whereas interpretivism claims that individual
observes their own perception and reality. To complete this particular research project positivism
research is to be adopted as it provides scientific in numerical manner.
Research approach- It refers to factor that is used to collects, inform and analyze the
information of particular research (Bairagi and Munot, 2019). It is considered as two types that

are deductive approach and inductive approach. Inductive approach states that it starts with
observations that are used to create new theory whereas deductive approach refers to specific
hypothesis development that is based on literature review and helps in testing the hypothesis. To
complete this research researcher adopts the deductive approach that is used to check the
hypothesis and holds in a particular context.
Research strategy- It is very essential to devise the strategy of study. The research
strategy may include action research, experimental research, interviews surveys, and systematic
literature review, survey strategy etc. To complete this study survey strategy is to be adopted that
represent the quantitative information so that effective outcome would be presented at the end of
particular research.
Choice of method- There are several types of choices with the researcher in which
investigator choose the one as per their own research need and demand (Kumar, 2018). These are
quantitative research method and qualitative research method. Therefore both types of method
are effective in nature. Quantitative research refers to that research in which data and information
is to be collected in measurable manner that is highly effective to understand the nature of
information and its validity. It also helps in presenting the valid and reliable conclusion at the
end of research. In terms of conducting this particular research, researcher selects quantitative
method of research that provides effective information on specified topic.
Data collection- There is two method of data collection that is primary data collection
method and secondary data collection method (Ishaq and Di Maria, 2020). In terms of collecting
the data within this particular research, investigator adopts both the methods. In terms of primary
data collection information are collected by researcher first handedly using questionnaire
technique whereas for collecting the data using secondary sources researcher adopts the use of
literature review. Both data collection methods are very effective for farming effective and valid
conclusion at the end of particular research.
Sampling- It refers to that term in which researcher selects the group of people from the
huge population for conducting the research in successful manner. There are two methods of
sampling such as probability sample method and non-probability sample method. In terms of
probability sampling method samples are collected on random basis that helps there is no

biasness in selecting the people. In terms of non-probability sampling method samples are
collected on the non- random basis where researcher selects respondents as per their own
convenience and desire. To conduct this research researcher choose the random sampling where
they focus on 30 respondents who are mainly managers, customers and employees of particular
organization.
Accessibility and ethics- Research ethics are mainly related to the ethical principle that
helps in completing the overall research in effective and efficient manner. It is very important to
conduct the research in ethical manner so that it gives positive response on the research
outcomes. In this investigator has the access to take the information from company websites and
publications along with make communication with manager, customer and employees of the
organization so that reliable information will be collected that helps in framing conclusion and
recommendations at the end of particular research (Sharma and et. al., 2020). It is effective to
manage the authenticity within the research so that it helps researcher to draw conclusion
properly. Therefore, adopts an ethical code of conducts while undertaking research helps in
removing the legal issues. In terms of collecting information from using primary sources
investigator have the right to collect information from several selected respondents that are
mainly managers, employees and customers of business enterprise. It directly contributes in
developing activities in entire manner and also support in completing study in within successful
manner. In terms of adopting ethical principles researcher develops a consent form so that
information of respondents are being confidential so that risk of leaking personal information is
to be eliminated. This attracts respondents to present their viewpoint to solve the particular
research problem. However, these codes of conducts help in accomplishing research activities in
systematic way.
Research limitations- At the time of undertaking the research various limitations are to
be faced by researcher that adversely impact on completion of research. While implementing
questionnaire researcher face the issue in communicating with respondents, lack of time etc. to
overcome this limitations researcher need to apply ethical principles so that limitations are
removed and authentic results are carried out at the end of particular research (Dodds and Hess,
2020).

BIBLIOGRAPHY
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Online
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