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

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