Impact of Branding on Customer Buying Behaviour in UK Retail Sector: A Study on Nike

To investigate the impact of branding
on customer buying behaviour within
UK retail sector: A study on Nike

ABSTRACT
The goal of this research would be to research which specific market drivers are impact of
actions on decision taking during the purchase of a brand of clothes. In addition there are four
variables of Customers behaviour: political, financial, emotional and psychological. In this
research concentrated on financial, personal and emotional dimensions only circumstances. The
dissertation was split into a part of hypothesis as well as an empirical part. The analytical portion
deals with the fundamentals of factors influencing purchasing choice, decision-making process
and products. The methodological part of the study comprises a survey performed over the
Internet. Data were collected across a self-administered questionnaire.
For this analysis the quantitative testing approach has been applied. The research findings
give financial, medical, and psychological indications factors affect the decision-making process
for customers when choosing a Nike cloths. However the outcome was not fully accurate due
failed to have a convincing connection. Within contemporary consumer cultures, people buy
products also for what they can do (physical characteristics and practical benefits) as well as for
what they symbolize, as well as the symbolic virtues of goods are often the main reasons that
customers buy them. Consumers generally are rapidly exchanging and appreciating the visual
and emotional significance of well-known fashion apparel, underneath the influence of
globalized premium brand marketing as well as the image of glamorous lifestyles generated by
the international marketing strategies of multinational corporations. Although high end fashion
brands are characterized by significant intuitive advantages which often also outweigh their
functional advantages and appeal to specific character characteristics to a great extent.

Table of Contents
ABSTRACT.....................................................................................................................................2
INTRODUCTION...........................................................................................................................4
LITREATURE REVIEW................................................................................................................6
To investigate the impact of branding on customer buying behaviour within UK retail sector. 6
To determine the concepts of branding. .....................................................................................7
To analysis the influences affecting consumer behaviour..........................................................8
To consider the effect of retail network performance and productivity on Customer and
business activity..........................................................................................................................9
Research Methodology ...................................................................................................................9
Data analysis and Interpretation.....................................................................................................16
CONCLUSION..............................................................................................................................28
RECOMMENDATIONS...............................................................................................................28
REFERENCES..............................................................................................................................30

INTRODUCTION
Description of Context
With the rapidly evolving consumer environment, brand management's current position as
an essential part of integrated marketing is more relevant than ever before. This is very
necessary, due to the circumstance on the existing retail landscape, that businesses control their
products so that they can satisfy their consumers' needs and expectations flexibly. To build a
sustainable company they will be continuously paying attention to their clients (Kaplan, 2017).
Consumers are frustrated by a variety of labels and items in the new shopping setting. Customer
Managing satisfaction is influenced mainly by their human behaviours, professed beliefs but also
by the world they live their time throughout. Now branded products are preferred by customers
worldwide. This study is designed to analyse the brand's significant impact on consumer buying
behaviour. In addition to discovering the impact of the brand on customer purchasing behaviour,
the aim of the research is to provide in-depth understanding about what products really are and
what they are over Customer behaviour.
General subject matter
Brand is a consideration that has an effect on customer buying habits and so wanted to
examine the influence of the company on customer behaviour in relation to user age group. The
age range is a demographic consideration that affects customer purchasing decision in selecting a
specific brand, so it will be addressed for the research purposes (McCorkle. and Payan, 2017).
Retail networks aim to gain competitive edge by growing profitability and an emphasis on
business operations by engagement and productivity. When product incentives were an important
part of the preparation of the supermarket supply chain, consumer behavioural factors focused on
loyalty and service activities were questioned considerably.
Problem of research
The main issue faced by the researcher is that most of the people do not believe that
branding matter as they are more focused over wearing comfortable cloths which can be of any
brand.
Scope
The main scope of research is to undertake a research throughout this paper to examine and
provide proof about the ties between brand image and retail purchasing habits of customer in
context of Nike (Kornum, 2017).

Objective
 To investigate the impact of branding on customer buying behaviour within UK retail
sector.
 To determine the concepts of branding.
 To analysis the influences affecting consumer behaviour. To consider the effect of retail network performance and productivity on Customer and
business activity.
Question
 What are the impacts of branding over customer buying behaviour?
 What is branding?
 Mention all possible factors which impact customer purchasing power?
 How retail network performance and productivity affect Customer behaviour and sales
activity?
Managing

LITEREATURE REVIEW
Brand is all that exists for company in case if all the plant is destroy. It is further claimed
that whoever is called "the advertisement dad is branding." Brands are essential to two very
different types of brand owners. Second, they act as a magnet for customer loyalties and hence
grow as assets that guarantee market expectations and thus expected cash flows (Lilleker, 2015).
In the process, branding acts as a warning. It helps customers to identify a product easily as one
they know or want. This serves is as know the best way, enabling consumers to recover
important memory information. Such knowledge seems to be about the company's previous
history, client expectations or company connections. The knowledge about products that
they have accumulated is important to guide certain decisions. Retailers are supply chain
mediators and, until several decades ago, played a passive role. There has lately been a power
transfer from suppliers to distributors owing to different added demand or distributors (Cleave,
2017). As Nike is an interesting example of diverse marketing skills that retain buyers in
developing markets, such as distribution and service offerings. Many stores in operation employ
various advertisement strategies to draw buyers. In specific, they tested the impact of loyalty
functions in consumer behaviour, and found a strong correlation between these two.
Comparably, researchers also identified a positive favourable connection between the
characteristics of the operations management as well as their purchasing behaviour.
To investigate the impact of branding on customer buying behaviour within UK retail sector
According to views of Rupert Jarret kerr, 2019 brand and product are two different
constitutes of a product. Product is something that is available in market and is used for
gratification of needs of a consumer. Brand covers quality and other different attributes of
product such as symbol, design, personality, image and culture of a product. Researchers are
pointing out that there are many emotional and personality benefits associated with a product.
Brand experiences are the change in perception & personality traits that are associated with a
specified branded products. Consumers develop connection with personalities of brand and it
creates brand loyalty that is a “must own” element of a product.
Consumers have to embrace opinions about personality that has to be more fashionable.
Brands have personalities that is solely determined by its physical characteristics and other
factors such as image of a company, origin of product and adverting techniques. Consumers are