Branding and its Impact on Hospitality Industry

This assignment delves into the crucial role of branding within the hospitality industry. It examines how branding influences consumer purchasing decisions, explores factors affecting brand loyalty, and analyzes the challenges faced by hotel companies in maintaining strong brands. The assignment also considers the impact of promotional schemes on customer switching behaviour and the perception of brands as status symbols.

Significance of branding on global
consumer purchasing behaviour- A
study on Hospitality Industry.

ACKNOWLEDGMENT
I would like to convey my sincere thank to my mentors and guides who gave me
direction in finishing the research study. I also want to deliver my gratitude to associates and
other colleagues who have composed with me while gathering information and dissecting the
same in the light of research point, aims and objectives.

ABSTRACT
In current market need of branding has increased in a frequent manner, organizations now utilize
clients driven methodologies to further their capacities to fulfil uncountable developing needs
and desires of modern consumer. Amongst these users driven methodologies, marking has risen
as one of the significant activities required in working of a steadfast client base and production of
a successful brand image. The primary point of this exploration paper is to learn what
fundamental effects of branding are on consumer based buying decision procedures. In doing as
such, research expects to decide extent of connection between exercises of branding and buyer
obtaining too as put into viewpoint principle capacities and qualities it can offer organizations
regarding controlling esteemed clients through the regularly complex procedure of procurement
of decision making.

Table of Contents
TITLE..............................................................................................................................................6
CHAPTER1- INTRODUCTION.....................................................................................................6
1.1 Overview...............................................................................................................................6
1.2 Research aims and objectives................................................................................................8
1.3 Research questions................................................................................................................8
1.4 Rational study........................................................................................................................8
1.5 Significance of research .......................................................................................................9
CHAPTER2- LITERATURE REVIEW........................................................................................10
2.1 Introduction.........................................................................................................................10
2.2 To identify the effectiveness of branding on the firm........................................................10
2.3 Impacts of branding on behaviour of customers.................................................................11
2.4 Analysis of consumer buying behaviour.............................................................................12
2.5 Attainment of customers satisfaction through various strategies .......................................13
2.6 Literature gap......................................................................................................................15
CHAPTER3- RESEARCH METHODOLOGY............................................................................16
3.1 Introduction.........................................................................................................................16
3.2 Research Approach.............................................................................................................16
3.3 Research philosophy...........................................................................................................16
3.4 Data collection....................................................................................................................16
3.5 Sampling.............................................................................................................................17
3.6 Data Analysis......................................................................................................................17
3.7 Reliability and Validity.......................................................................................................17
3.8 Ethical Consideration..........................................................................................................18
3.9 Research limitation..............................................................................................................18
CHAPTER4- DATA ANALYSIS.................................................................................................19
4.1 Introduction.........................................................................................................................19
CHAPTER5-CONCLUSION & RECOMMENDATIONS..........................................................25
5.1 Introduction.........................................................................................................................25

5.2 Conclusion...........................................................................................................................25
5.3 Recommendations...............................................................................................................26
BIBLIOGRAPHY..........................................................................................................................28
APPENDIX....................................................................................................................................32

TITLE
“What is the significance of branding on global consumer purchasing behaviour?”
CHAPTER1- INTRODUCTION
1.1 Overview
Branding is the method which is used by organisations to create an image of it in market.
It is considered as the most crucial element that is very essential for the company to attain and
sustain in competitive market. This aspect helps in sustaining market and also it will assist in
competing with competitors of international market (Beneke, 2010). As industry is growing in
vast in current scenario it become very essential for a company to promote itself in such as
manner that To identify significance of branding on global consumer purchasing behaviour.
Products and services that it avails to customer as because this will help firm to sustain in market
and due to this company can also be able to set it standards for its competitors. It can be said that
a company can only become a brand because of its offering and services and higher level of
customers satisfaction. Branding is a consumer- based aspect hence it is very essential that
customers needs and wants has to be very well studied. It is also seen that company's major role
and responsibility is to influence customers actions with different methods and strategies (Park
and et. al 2013).
Consumers purchasing behaviour also plays a vital role in developing image of an
organisation. As company is dealing in hospitality industry it become very necessary for the
management to avail each and every services in an effective manner to every customers who are
visiting that place. These aspects can be such factors which lead in maintaining an organisations
status and image in positive way in market. This will ultimately support organisation to create its
image and brand name in market which will be a great advantage for it to carry out its
performances and operations in effective manner. It is also considering part to understand
behaviour of customers as they are unpredictable. Their preferences and choices changes in very
frequent manner. Thus, market study is very important that company must carry out to perform
its activities and functions in the market (Bian and Forsythe, 2012). To identify significance of
branding on global of branding on global consumer purchasing behaviour.
Background of the research

Brand differs in logo, names, product, its design, packaging, trademark all are the factors
that are concern as elements of which make a company as a brand. It is basically an aspect which
differentiate an organisation from another. Individuals in our general public are so cognizant
about their status and they want to utilize branded items to flaunt their grown-up toy. Brand is
considered as suggested gadget through which any business can achieve the fascination of
individuals and can appreciate the aggressive edge (Buil, Martínez and de Chernatony, 2013). In
our nearby situation it likewise considered as an important resource for any business as it can
change people groups' purchasing conduct. It can assume an imperative part to grow any
business. Promoting significant techniques and devices can build up the brand of any products
and company too. In the event that brand is overseen in successful ways, a business can
appreciate most extreme number of clients and can manufacture long haul beneficial relations
with clients. There are number of brands that consumers come across on daily basis hence it
become very necessary for organisation to sustain and maintain its image in the market.
Consumer behaviours is study by which pattern and manner customers purchases any product or
service can be understood properly. There are many strategies that are used so as to create a
brand image and to attract more customers towards products and services of organisation. Thus it
means every firm has to focus much upon various angles so assure that its products and services
are very effectively accepted by customers of society.
Background of Industry
A hospitality industry is a sector where customers are availed different type of services.
This is a wide category that are inculcates in a service sectors. Many activities are get included in
this industry. Its main concern is to satisfy all clients and customers as because it provide
luxurious services. Basically customers opt services as to get rid of their problems and issues.
(Burt and Davies, 2010). There are many accommodations that are provided such as, hotels,
motels, inns, resorts, apartments, destinations, beds and breakfast. Restaurants and bars are also
more add on services, leisure centres and travel agents all these are included in this sector so that
proper satisfaction can be served to customers and clients who visits. Music industry is
something where all aspects are related music, singers, composers and lyricist so there are many
products through which leisure of this industry can be availed items like, earphones, speakers.

1.2 Research aims and objectives
AIM
To identify significance of branding on global consumer purchasing behaviour.
OBJECTIVES
 To identify effectiveness of branding on the firm.
 To analyse purchasing behaviour of people with different background and culture.
 To identify impact of branding on purchasing behaviour of customers.
 To recommend the strategies to hotel industry so that they can achieve success in the
market.
1.3 Research questions
Q.1 What is branding and how industry is practising in its operations?
Q.2 What are the impacts of branding on behaviour of customers?
Q.3 How customer's buying behaviour can be analysed?
Q.4 How company can be able to attain success in market through various strategies?
1.4 Rational study
What is the research issue?
The issue that research is facing is related to branding of products and services in market
also the most important element of market is consumers, their behaviours plays a very important
role in development as well as in destruction of image of an organisation (Chiang, 2010). To
understand behaviour of customers are one of the biggest challenge that will come across. The
research also has an issue regarding proper use of strategies that are used by organisation.
Why it is an issue?
The issue takes place as because companies are not able to implement effective tools and
methods to understand behaviour of the customers. The different strategies that are used by firm
is not be able to implement in an effective manner this is creating a big issue for firm.
Why it is an issue now?
In present time it is an issue due to inappropriate use of management tools and the
toughest part is to understand behaving pattern of customers are which has not been studied in

appropriate manner which is becoming an issue for the firm and is a challenge that is not getting
resolved.
What could the issue shed light upon?
The researcher is mainly focusing upon problems that are related to behaviour study of
customers and significance as well as impact of branding on customers purchasing manner. This
research is carried to understand effectiveness of strategies of branding in increasing sale
proportionates (De Mooij and Hofstede, 2011). The concern is to study loopholes and drawbacks
of research by different sources of data. The investigations will be helping firm to understand
needs and wants and frequency of customers buying of a product and service from particular
brand.
1.5 Significance of research
The importance of research is to understand proper aspects of consumers buying
behaviour and branding so that organisations can be able to know the areas where they can
improve and enhance also this will help in increasing sales and productivity of organisation's
products and services in market.

CHAPTER2- LITERATURE REVIEW
2.1 Introduction
It is a paper that carries several part of current study and findings, also for the particular
topic critical analyses of different authors are performed with both theoretical and
methodological manner. There are different authors and writer who present their views in
different way. It is required to considered because they have expertise knowledge in their field.
There are different ways that can be used to gather the information so that best data can be
collected which is relevant to present study (Bornhorst, Ritchie and Sheehan, 2010) .Here
secondary sources are used so that information that are available to different authors can be
identified. It is important to collect all the information because such writer provides expertise
view on a topic that is relevant to present research. Some of author presents different views as
comparison to others and it is helpful tool to gather complete information of every factors.
2.2 To identify the effectiveness of branding on the firm
According to De Mooij (2010), branding is a tool through which a firm more focuses
upon building long term relationship with customers of society which can be possible only by
learning and understanding their needs and wants and by availing better services to them which
can satisfy their demands. This is a very important aspect as to which is used to maintain a
healthy relation with its customers are all its stakeholders. It differentiate products and services
by one firm from another, because it is assisting firm to perform its activities in unique manner,
through this firm can include several features in its products and services so that they can be able
to make a different presence in entire industry.
As asserted by Eisingerich and Rubera (2010), core functional of branding is to provide
better facilitate and to give a proper guidance to process of consumer choices. If an image of a
company in industry is very strong then it will definitely help in attracting more customers
towards products and services as well as it can be able to attain sustainability in competitive
market, also with its help stock turnover rates will raise. Branding helps in creating awareness
about products and services of organisation to general public of society. According to
Ottenbacher and Harrington (2010), it is very necessary for industry to understand target market
then only proper services can be availed and circulate in market. It also avail support in adding
value to business and its operations in market which will help in growing in competitive market.

This will assist the industry in making several strategies which will be very helpful in attracting
customers and investors towards it. As concluded by Nam, Ekinci and Whyatt (2011), This will
guide in frequent check on activities that is been performed in it so that it can be able to improve
and enhance various areas of operations and functions and feedbacks of customers has also to be
monitored to know and understand their needs and wants so that satisfaction of the customers
can be attained. most important thing that branding can support is to get connected with people
of society to with different modes and channels. Branding will lead in developing a positive
image of a firm in market which will help firm in delivering better services to customers.
2.3 Impacts of branding on behaviour of customers
According to Godey and et. Al (2012), construction and maintaining brand is very
important for every company. For this enterprise do brand management. All factor is associate
with with name, symbol and functional elements by which brand can be established. Brand is
having value. Whenever is customer buying and product they are influence by the brand.
Customer has its own perception about different brand names. Ever consumer is having different
point of views related to different brands. Branding of company influence buying behaviour of
customers. Brand helps to build the trust among consumers. Brand gives feeling experience such
as emotional and different moods. establish it brand name from many years. The customer is
having strong brand loyalty toward this hospitality industry.
As per Guirdham (2011), branding is all about how company position its product. Brand
need to be properly advertise and promote so that customer can get proper knowledge about
product and services. Brand name build through out years. As enterprise is providing better
services brand name become more famous. For branding firm make different kind strategies.
These strategy differ from product and service categories. Brand gives totally gives different
experiences to customers. When any customer like product they remind good from their brand
name.
As viewed by Hakala, Svensson and Vincze (2012), branding have its major impact on
consumer buying decision. There is image in consumer mind about different product and
services. This brand make easy for customer to find their desire good. This branding help
enterprise to make improvements in their product and promote in better ways. So that value of
brand can be increases. Firms can expand its business if its having famous brand name as is

having its business in different countries because people are aware about image and there are
many loyal customer who only like to stay in this particular hotel.
According to Josiassen, Assaf and Karpen (2011), hospitality industry known by their
brand names. As services are intangible consumer cannot see and tough these services so
customer remember their services and experiences through their brand name. Customer
behaviour is very important concept for every research which took place. Researcher need to find
out the consumer behaviour and by this they can know final position of company. This can help
enterprise to make changes according to customer needs and wants. There are many factor which
comes in customer behaviour like perception, attitude, preferences, taste and others. All these
factors need to study properly to get proper understanding.
2.4 Analysis of consumer buying behaviour
According to Kang and Yang (2010), consumer behaviour is sum of consumer's attitude,
preference, intention and decision that are related to behaviour of buyer in market towards
product and services. This is taste and preference of consumer. There are many services and
product that are offered by hospitality industry so, it is required to identify their choice so that
product as per their needs and wants can be provided. Such behaviour depends upon society
from where customers belong. Many factors are there that have influence over buyer behaviour
as marketing campaigns, taste and preference, economic conditions, purchasing power, group
influence etc. there are many factors that has its influence upon behaviour of customers while
they purchase any products and services. It become very critical for firm to understand behaving
patterns of customers as because it changes in very frequent manner and also hospitality
industry has to concern about this behavioural approach for its success in market so that it can be
able to compete in market in effective manner.
Asserted by Karakaya and Ganim Barnes (2010), organisations are investing a lot of
money upon research in market so as to understand different patters and manner consumers are
behaving while they are involved in purchasing of any goods and services. Study lies upon
consumer's decision of buying, what all things are bought by them, where they prefer to buy,
how much are bought and how frequently they are purchasing particular thing is studied so that
hotel industry can be able to opt correct strategies to perform and carry out its operations and
activities that are involved in its working process. Pattern of buying of products and services by a

consumer can be studied by different ways recognition of needs and wants - here needs and
wants of customers are analysed so that they can be satisfied with offering and service by
hospitality industry. For example, internal and basic needs, such as thirst and hunger, this will
lead in increasing needs of them, external factors are also very important aspect which plays a
vital role in knowing needs and demand of the consumers. As per Keller and et. Al (2011), This
element is used by customers so that they themselves can be able to know their needs and level
of satisfaction. On the other hand search informations- the consumers will now be search for all
those information through which they can be attaining the set and standard of their levels of
satisfaction. The sources through which informations can be gather pertain past experiences,
through their peers and family members. The dedication of efforts put by customers depends
upon urge of satisfaction, time availability and available sources.
According to Young and et. al (2010), Evaluate options- efforts may lead to number of
alternatives through which he/ she can choose best which can satisfy his/ her needs and wants. It
also focuses upon two step where in one consumers will be creating several options and in
second they will be focusing upon evaluation of products and services which they want to avail
from the market in hospitality industry. Purchase, where consumer will be choosing one best
alternative which has highest rates during evaluation and purchasing step will take place. There
might situation occur where intended purchase may vary due to unavailability of that particular
product or competitors are providing other services and incentives of purchase as points and
grades.
After purchase evaluation as concluded by Kaže (2010), consumer purchased product then after
an evaluation process takes place where decision made by customers are judged on basis of
satisfaction, if product is satisfactory then decision was correct and if not whole process again
restarts form the beginning. Through this study hotel industry can be able to know what exactly
and in what manner customers are behaving while buying any goods and services, hence through
this firms can be able to evaluate the customers behaviour of purchasing and it will be very
helpful for firms to know so that effective operations and functioning can be performed as
growth as well as sustainability can be attained properly and in desired manner.
2.5 Attainment of customers satisfaction through various strategies
According to Kusluvan and et. al (2010), customers satisfaction is an important element
that plays a very important role in sustainability of firms in the competitive market. It basically

means as to meet needs and wants and also expectations of customers so that they can be
satisfied in effective and appropriate manner. This will help in managing and operating all the
activities and operations that are performed in hospitality industry. Asserted by Jogulu (2010), it
is very necessary to satisfy customers because they are ultimate king of market and if they are
not satisfied with products and services that are provided to them then there might be chances
where firm has to suffer a lot which may also lead to loss and downfall position of it in
competitive market as because competitors are always seeks for factors which can affects other
performances. Some strategies that has to be adopted by firms so that they can be able to attain
success in market and can compete in effective manner with its competitors and grow with hike
rates.
Asserted by Mansoor and Jalal (2011), customers has to be treated in such a manner that
they are the boss. What they wish has to be fulfilled by hotel sector so that they can be very
effectively sustain in the market and also with this customers will become more loyal and will
get attracted towards the services and products they it is offering to customers. This is one of the
best strategy that company has to take in account to attain success in competitive market.
Another aspect that has to take a prior thing and has to concern is customers satisfaction, it is
very essential for company to be in touch with clients so that they can know how consumers are
getting satisfied and what are aspects which can be focused to attract customers. Survey helped
to understand that 90% of customers will not purchase any product again if they are not satisfied
with their services and quality of it.
As per Mok, Sparks and Kadampully (2013), Customers are very much concern about
quality of services, therefore its is very essential for firm to avail services in effective manner so
that customers can be able to retain and to more attract them towards services. Corporate social
responsibility is one of best strategy that organisation can consider as because this concept
basically focus upon welfare of people of society. Availing several opportunities to customers
and public will lead in attaining effective success in market. Asserted by Ling, Chai and Piew,
(2010), Social responsibility must be implemented by firm to carry out every action and
performance of firm as because this will draw attention of customers towards offering and
services of firm which will assist in attracting customers more and more to avail products of it.
Feedbacks that customers are providing must be taken in notice by firms so that they can resolve

any problems that is getting raised and effective services can be provided to customers in more
appropriate manner.
2.6 Literature gap
In this report several aspect of consumer behaviour has been understood and impact of
branding upon behaviour and pattern of buying by customers has been searched, different
strategies that hospitality industry can opt to attain success and to sustain in the market. The
manner and pattern which consumers follow while purchasing any product and service is been
understood this study also included impact and effectiveness of branding of several products and
services by firm and its reaction by consumers has studied which was not clearly defined and
detailed in previous studies.

CHAPTER3- RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is a part which use different kinds of tools and techniques to do
research and to it well defined. This will help in developing an systematic and structural form of
study regarding specified topic, it is having some sections which are research approach, research
design, philosophy, data analysis, collection, ethical aspects and limitations and sampling
included in it.
3.2 Research Approach
Research approach is a tool or a technique which is been used by the organisation while
making the report so that they could be able to achieve objectives which are related to topic of
research. In this section two type of techniques are included in this which is inductive and
deductive approach. Inductive approach is been used to make know about or to implement new
principles and theories in research study. In deductive approach investigator use to research
about topic which is been done by other researcher and then he would test it hypothetically and
then it will get to know that it is correct or not. In this report investigator would use inductive
approach to achieve its objective of this project as because present study depends upon
behavioural aspects of customers in purchasing any product or service. major objective of this
study is to understand way consumers are behaving while purchasing and availing services in
market.
3.3 Research philosophy
Research philosophy is an term in which investigator would get help in knowing about
the issues which are occurring in organisation, and he would be able to get some appropriate
ideas by which he could solve problems which are facing by firm. In this section there are two
kind of elements which are interpretivism and positivism. Interpretivism is concern about
perceptions and interpretations regarding chosen topic so whereas positivism is a quantitative
study where scientific approaches are used by researchers therefore, from both of this
investigator would choose interpretivism as he would interpret in this report.
3.4 Data collection
Data collection is an process by which one could collect relevant data which would be
helpful in doing work for which he collected data. Investigator would use some methods which

would be helpful for him to collect data which is required for him to do this report and data
which would be collected by him has to be appropriate and correct manner so that it could make
him achieve his objectives. Data can be collected in two ways which is primary and secondary
data collection. In primary data is been collected by first time, and it is been collected directly in
form of survey, observation, questionnaire, etc. and in secondary data journal, books, magazine
and etc. in this report investigator would be using both of types of data collection to collect
relevant information which is required for him to do this report.
3.5 Sampling
Sampling is an process in which which is been done with the help of statistical way to
collect appropriate data by all information so that it would be easy to make get correct and
required information which would help in doing report. Sampling can be done by different
methods such as random sampling- in this method it use to help in choosing correct sampling
according to investigator. Systematic sampling- in this method sampling is been done according
to systematic manner means step by step it is been decided in this. In this report investigator
would use random sampling method as in this investigator would sample according to his choice.
3.6 Data Analysis
Data analysis is an process in which collected data is been analysed so that data which is
been collected could be used in correct manner to complete research with proper information.
In data analysis there are two methods which are qualitative and quantitative. Qualitative is an
method in which themes and questionnaires are been use to analyse data and in quantitative
method statistical and mathematical methods are been use to analyse data. In this report
investigator would choose qualitative method to collect appropriate information in this report.
3.7 Reliability and Validity
Reliability and validity is a very important aspect of research as because data that has
been collected must be reliable and dependable, all data and information has to be gathered from
a reputed sources such as books, journal and different internet sources should also be included
but it must be authenticated data so that relevancy can be matched through this. most important
thing that must considered by researcher that collected data should not be prior to 5 years of date
of research. information should be very much valid and related to the subjective topic so that
research can be carried out in effective manner.

3.8 Ethical Consideration
The study upon topic must be in ethical aspect there should not be any kind of fraudulent
act performed while carrying out research by investigators. With this scholars can be able to
attain its aim and objectives of the selected topic in appropriate and effective manner. It also has
to consider that every aspects that is related to research study must be disclosed to the team as to
understand every elements and factors that are included in the study. Also it has to be focused
that collected data should not be leaked and not be represented to external factors and people this
will totally considered as an unethical part.
3.9 Research limitation
Limitation is also an aspect that takes place while doing research on a particular topic,
with its presence there may chances occur where investigators will not be able to collect the data
in valid and relevant manner. The major and the most significant limitation is the factor of time.
Then its comes the cost constraint there are many times where cost will incurred much but due to
limited resources problem will take place in effective research method.

CHAPTER4- DATA ANALYSIS
4.1 Introduction
Data analysis is an important aspect that is very essential for proper analysis of research
study. Wit its help in-depth study can be carried out in very effective manner so that research can
be concluded in valid and relevant manner. The investigators will be carrying out research
operations with the help of different tools and appropriate techniques. he scientist has directed
investigation of significant data through this area (Moran, Abramson and Moran, 2014). In
addition, topical examination has been embraced on part of analyst in order to lead investigation.
It is through production of different subjects that the analyst can direct examination to bolster the
exploration work. The subjects made aides in isolating the monetary data amassed. This thusly
helps in sorting out the vast measure of data aggregated. Besides, the investigation of applicable
data is led in a proficient way.
The area of information examination produces an approach to draw substantial results
and choose suitable strategy for future. It is through an inside and out assessment of the
significant data that the specialist can accomplish the pre-characterized goals. The segment helps
in making a stage for era of results for the field of study. The data gathered by method for
appropriation of poll is dissected through topical investigation. The general data is isolated into
various parts according to the exploration targets. From that point, appropriate topics are made
according to gathered data. With a specific end goal to abridge data, help of graphical
introduction is thought about. The topical examination helps in leading assessment of important
data in a suitable way. It gives a top to bottom outline of all viewpoints identified with field of
study. The area consequently helps in leading examination from different points of view and
producing significant results.
In the present case the significance of branding on buying behaviour of customers has
been studied so that organisation can carry out all its promotional activities and services qualities
in better and effective manner, the study is considering about company, which is one of the best
hospitality firm in current competitive market (Morgan-Thomas and Veloutsou, 2013). The
information at primary level is been gathered with the help of questionnaire study. The sample
size that has been taken for research study is 100 customers. The thematic analysis has been
performed to accumulate all the informations and data. On the basis of research aims and
objectives the study is segregated in different parts, thus effective and suitable themes were

framed for gathering data and information. This thematic analysis was very helpful for analysing
data and it has been concluded with the help of secondary data. With its assistance the in-depth
study can be able to perform related to the research topic.
Theme1: Customers brand loyalty has been noticed
On evaluating secondary data, it has been understood that customers are very much
focusing upon branded products. Large number of crowd in market is getting influenced by
branded items as their sentiments are frequently shifting. This is having a very positive influence
upon various organisations which are dealing in market.
It can also be drawn from books, journals and online that women are more conscious
about brand than men as they are usually afford for branded goods and services. 2016 report
states that 77% customers are very much loyal for a particular brand 40% clients are very
frequently bought by clients. As per Brandon Carter 2016, women are more conscious about
brand than men. In many country this aspect gets change as per their economic condition. Social
media is also playing a role in brand loyalty of customers. 1.75 multiple are showing their
loyalty for particular brand and products of that as per social media report states. As per the
sources it can be drawn that present era is very much hard- core followers of a certain brand. It is
been analysed that some customers are very much considering same outlets for their purchasing
of goods and services. For example in different country buying behaviour can be analysed with
their loyalty towards certain brands and company.
Theme2: Prices are affecting customers.
After referring several secondary sources, it has been evaluated that customers are
affected by brands and prices of a products and services. Customer are very clear at present era,
before spending a single penny they very well gather all the information that are related to
products especially the price. Buyers are more concern for price and many times, they even
switch brands just as they are getting better offers in terms of money and prices aspects. It can be
concluded by Ofori Manu and et. Al 2011, clients check prices of items and instant choices are
made by them. Considering developed and developing nation, behaviour of customers will vary
as because country's economy has a great influence on clients. In developing country impact of
price is in higher level compared to developed nation. This is due to unstable economy of a
territory. Customers are very much worried for products that they purchase by paying large
amount of money, this is one of the reason due to which price conscious situation takes place by

customers. It is been understood through journals and online references that company must set
appropriate prices for services as in hospitality industry and products in musical instruments like
earphones and headphones so that consumers will get attracted more towards a company.
Theme3:Buying behaviour of the customers has a great impact of branding.
On exploring data with reference to secondary sources, investigators has concluded that
customer's choice of buying get influenced of branding. In present scenario, it can be analysed
that buyers are attracting towards a products and services which is having a strong brand image
in market. According to Enakshi Sharma 2017, non branded product not have that much of
luxurious experience as compared to branded products. Trust is factor that is made by company
to retain customers for long period of time.
Asserted by Douglas Karr 2017, branding is having a direct connection with buying of
customers. As effective an image of an organisation in market is, large number of clients and
prospects will be indulged in buying products and services from a brand. Brand is not a title that
is giving to any company product of services. For instance- There are two products which are
very similar and same to each other but the only difference that lies one is branded and other is
not, which will be preferred, it depends upon customers how effectively company has used its
quality and services for them as to attract clients. Brands has a story behind its creation, that is
why customers get influenced more with this.
Theme4: Innovative products and financial constraints are delaying factor of actual
performance.
After reviewing informations from online and journals, it can be concluded basically two
aspects are very important technology and financial crises through which consumers are delaying
their actual buying of products and services from a particular brand. It is been concluded that
customers are bargaining for their purchases as many times they are in a situation where they are
not able to afford for products and goods that they wish to buy. Due to lack of financial resources
with customers several times actual purchasing could not take place. According to Ofori Manu
and et. Al 2011, price of a good is a major factors that are always been considered by market
people. It is been analysed that most of the time planned decision of buying get affected by
constraints of funds at times of buying and then delaying of products takes place. Another factors
that is been considered by research is technology, several time customers check whether
company is offering updated services to them or not, if a negative feedback is seen then they use

to delay their buying till the time of new innovation get arise. Upgraded technologies has a great
impact in buying behaviour of customers. Hence, it can be understood that customers post-ponds
their purchasing due to these two elements.
Theme5:Brand has become a status symbol for the people in the society in the current time.
With exploring secondary data it can be understood that at present era brand has become
a status symbol. Asserted by Lauren Sherman 2017, it can be concluded that people now are
more willing to explore their life style to others so that they can be able to showcase what are
their living standard. Hence members of society are very much focusing on branded products and
services so as they feel it is a status symbol, this will lead them in knowing and making others
know at what position they are lying in a society.
Theme6:Branding is an integral part of of business operation.
With the help of secondary sources it has been investigated by researchers that branding
is an important aspect as because it is very supportive element in carrying out operations and
functions of an organisation in a particular industry. According to Justica Anima 2016, it is an
aspect which is helpful at times every other factors that are performed by a firm get fails. This
will assist an organisation in creating an image in competitive market. Basically this will not
actually attracts the customer but they act as a promoter of a brand to others through mouth
publicity. This will lead in making other prospect to indulge in buying products and services
which will ultimately increase customer's buying rates and this will enhance productivity as well.
This is the reason why it has been concluded as a integral part of business operation as because
this will guide management of firm to perform activities in effective and appropriate manner.
Smooth functioning can be performed with the help of branding in a company and effective
outcomes can be attained with support of this.
Theme7:Branding always assist firm to obtain its set standards and objectives.
On exploring different data that has been gathered through secondary sources like books,
journals and online it is been analysed that branding is assisting an organisation in attaining its
objectives and goals as understood by above information. As concluded by Justica Anima 2016
branding is an aspect which is very effectively performed by various organisation as because it is
very helpful in obtaining set standards. As discussed branding is an integral element of business
hence it is guiding a company in properly performing all the activities effectively which is
leading in attainment of goals and aims of a firm in more appropriate manner. Branding will

support in generating revenues for a company which is an ultimate motive of a firm, hence set
objective will be able to get attained through its helps as and it will also show the path to move
ahead in competitive market in more efficient and desired manner with getting success. This
aspect will make a company in carrying out its operations and function in easy manner, and
many companies are taking branding as a serious and important factor for a company.
Theme8:Brand image and quality are aspects which are satisfying customers.
On evaluating secondary sources, researchers have gathered information which states that
quality and brand images are very effective factors that are concern as customer's satisfaction
factor. According to Suzana Markovic, 2013 quality is very essential element as if appropriate
and effective service quality are not availed to customers then they will not use the same services
from a particular firm. Quality is most important part that customers are seeking for absence of
this will affect company and changes will take place in customer's buying behaviour. It has also
been concluded by investigators that customer's satisfaction level also get affect with image of a
brand. If customers are more brand loyal then they will be using products and services of that
particular company but the problem is that quality if not sustained by firm then it will affect
customers and well as performance of company. As to satisfy customers it is very necessary for
an organisation to be having a good image of brand and also to avail appropriate and effective
qualitative services to customers. Satisfaction is an important aspect for a business to run a
business in appropriate and proper manner
Theme9:Reservation and availability of products and services are problems.
On evaluating several data from secondary sources it can be concluded by researchers
that the biggest issue that are faced by customers are availability of products and reservation.
Many time customers wish to have services from a company but due to already reservation they
are not able to avail services in more effective and appropriate manner. This will affect
customers and they will get disappointed with a particular brand. According to Scott 2016,
availability of services and products are very essential but several times it does not happen and
customers who visits company for availing them will have to go back with bare hands. Hence it
is very essential for an organisation to manage accordingly so that each and every customers who
are coming must be served in most effective way so that they get satisfied with what they have
paid for.
Theme10:Customers are switching brands as better services are availed.

It can be analysed that customers are ready to switch their brands as because they are
getting better options and offer from others for the same pay. As per, Glenn Llopis 2014, it is
been concluded that for few aspects customers not being much loyal for brand. As many
competitors are there who are providing better services to them. So being a rational personnel,
they have their own choice and preferences as they can buy any goods and services as per their
needs, wants and desire. At present scenario, it can be seen that brand now are more concerning
for generating revenues rather than availing better services to customers. It has become much
less in resolving all wants and needs of clients and more focus is on expanding and profit
maximisation. Customers retention programs are also not get performed as they are not much
concerning client's demands. Due to this consumers are switching from one brand to another so
that they can be able to get appropriate services as per their requirements.

CHAPTER5-CONCLUSION & RECOMMENDATIONS
5.1 Introduction
This is the final and the last section of research study, it basically emphasis upon the
concluding entire study in reliable and valid manner. Through this chapter investigators will be
able to summarize the outcomes which is drawn by various analysis. Reliable course of action
can be identified through this so that research can avail future assistance if needed. This part of
the research study really said to be as a very important element as because it provides detail of
the entire research study that has done by investigators which is beneficial for the readers. This
also avail recommendations that must be followed by firm for better operations and activities so
that they can be able to obtains its aims and objectives and moreover growth and sustainability
can also be achieved with its support. The chapter mainly focuses upon-
5.2 Conclusion
The study take consideration of significance of branding on purchasing behaviour and
pattern of customers. The case of has been taken into research study to better understand
concept and implications of several principles and strategies of management and branding
process. According to the literature review it is been understood that culture and background
both has its great impact upon behaviour of buying of customers in marketplace. It is been also
understood that branding has to be processed in continual and frequent manner. It has been
discovered that there is undoubtedly a connection between the impacts of branding and the
consumer buying behaviour. It is obvious in how marking impacts the way toward taking in, the
production of convictions and the development of states of mind in different sorts of purchaser
acquiring behaviour.
The industry is using and adapting several strategies that are must as to sustain and to
grow itself in the market also to attract new prospects and to retain their existing customers.
Moreover, business is concern about creating an image in mind of customers so that more and
more clients can be gathered for particular product and service. With its assistance hospitality
industry is getting better and new opportunity in market and it is also helping in capturing new
market and its share. It additionally uncovered that brand faithfulness has affirmative and
remarkable relationship with client purchasing conduct. Brand awareness likewise has positive
and critical relationship with client purchasing conduct. At last, perceived quality and brand

awareness has positive and importance in customers buying. Consumer buying behaviour also
get affected by their past experiences and also it can be concludes that there are several factors
that are affecting customers in purchasing goods and services from hospitality industry are the
brand image, financial factors, availability, price and quality of offerings that company is making
for customers. This presents that behaviour of customers are having direct connection with what
the cited firm is availing to them as because factors that satisfy clients needs and wants can only
be attained by providing them the best and effective services in reliable and appropriate manner.
Company is following few tactics so as to create awareness and its presence in consumers
mind by- Innovative logo, image, strategies of pricing and services qualities. The most important
factor that study make readers understand that brand is very effectively working in market as
large number of population is concern about brand and are brand loyal, they mostly prefer
branded products and services and survey report also states that they will not afford to switch
their brands as their priority is image and goodwill that has created in very effective and
attractive manner. Customers also in present time want to be recognised by all so they mostly
prefer for branded items to many time show of in the society. Investigators also investigated that
retraining customers and to attract new prospect several and minute aspects of branding can be
implemented, as because this really work for organisation's long term sustainability.
The satisfaction level of the customers also varies with different aspects as because every
customers have their own choices and preferences which will differ from each other, but the
study has concluded that highest rate population are in the favour of brand image, this is one of
the factor which make clients satisfied in highest ranking. Then after quality is been considered
important as services and products that they use must be effective enough, and they are getting
appropriate services that is why second satisfactory factor was quality, it is been understood by
survey study that was carried with a sample size of 100 respondents and highest ratings were
given to brand image and quality of the services. It is been claimed that customers are only and
mostly concern for good and branded products as it help them to get satisfied and company will
be able to attain its long term sustainability and growth in market.
5.3 Recommendations
The analysis conducted for the study showcase that branding has become one of the
major component in influencing the purchasing of customers. The procedure of branding has
demonstrated its great affect on the buyer. Keeping in mind the ultimate goal to be effective and

achievable, it is prescribed to guarantee that the branding methodologies are focused at particular
customer behaviour of buying, complex type of customers behaviour, routine purchasing conduct
sort and variety in products and service seekers all respond autonomously and diversely to
different methods of branding strategies. The researchers demonstrated this was reflected in the
essential research reflector. By past studies, investigators suggests more research into the
differences that takes place in behaving pattern of customers. This would be fundamental in
deciding which consumer behaving type responds most profitably to which branding procedures.
It is recommended that organisation has to take several steps so as to attract customers by
developing innovative products and also it has become very necessary to introduce into new
market with products and services so that more rates of market shares can be able to captured
and credibility can be improved.
Organisation must plan new policies and structure so that improvisation can be performed
whenever need get arise. Proper customers relationship management approach also has to be
followed so as to retain customers and this will also help in attaining the long term objectives of
firm. With this approach firm could be able to create its image in positive manner in the market,
which will definitely influence consumers to avail services of it. is a great brand itself but to
more develop and growth aspect it need to focus on the product and price, these two are very
important element for a business to concern more about as customers though are brand conscious
too they are very rational, they want services to be affordable enough to satisfy their needs in
terms of monetary aspect. Also it is suggested that variety of products has to be introduced to
more attract customers towards the company which will help in high revenue generation and to
obtain aims and goals of the cited firm.

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APPENDIX
Questionnaire
Name:___________
Age: ____________
Gender:__________
Q1. Indicate years of experience of yours in hospitality industry.
 1-2 years
 3-5years
 5-8years
 More than 8 years.
Q2 Are you a brand loyal customer?
 Yes
 No
Q3 What are the attributes that attracts you to purchase the products of a brand?
 Brand
 Price
 Availability
 Cleanliness
Q4 Do you agree branding impacts on buying behaviour of customers?
 Strongly agreed
 Agree
 Neutral
 Disagree
Q5 What are the reasons for delaying between purchase decisions and actual buying?
 Financial constraints
 Market response
 Waiting for innovative products
Q6 Would you like to switch your brand if promotional schemes are introduced by other
company?
 Yes

 No
Q7 Brand has now become a status symbol. Do you agree?
 Strongly agree
 Agree
 Neutral
 Strongly disagree
 Disagree.
Q8 Please rate your satisfactory level of hospitality industry?[Highly satisfied-5,Satisfied-
4,Normal-3,Poor-2,Very poor-1]
 Price
 High quality
 Brand image
 Product
Q9 What types of problems you faced during your last experience?
 Durability
 Reservation
 Availability
 Quality
Q10 Can branding be said as integral part of business operations?
 Yes
 No
Q11 Do you agree branding help in availing long term objectives?
 Agree
 Strongly Agree
 Neutral
 Disagree
 Strongly disagree