Impact of Branding on Customer Buying Behaviour in UK Retail Sector

TO INVESTIGATE THE
IMPACT OF BRANDING ON
CUSTOMER BUYING
BEHAVIOUR WITHIN UK
RETAIL SECTOR

ACKNOWLEDGEMENT
I might want to recognize all the individuals who assumed basic part in my scholarly
accomplishment. Initially, I might want to thank my folks who have offered a successful help
with their adoration and appropriate arrangement. Without them I couldn't ever have reached to
my present position and level of progress. Further I might want to thank my panel individuals
who have given great and powerful counsel and direction through entire of exploration.
Thank you

EXECUTIVE SUMMARY
Branding is defined as a tool of marketing with help of which the company tries to promote the
product and service of company in high competitive market. This is very important for
companies to make use of effective branding strategy as this will assist the company in managing
the business in effective and efficient manner. The present report is based over company Nike
which is an American multination company dealing in sales and marketing of sports product,
footwear, apparel and related accessories and equipment. the current research included the
literature review section in which viewpoint of different authors relating to the concept and
impact that is positive and negative impact of branding over the company and the buying
behaviour of consumers. Furthermore, with help of research methodology section it was seen
that secondary research under qualitative type of research is more beneficial for the researcher. in
the end after concluding the result, some recommendation were made like use of infographic,
social media contest and many others strategies for improving branding.

Table of Contents
Table of Contents.............................................................................................................................4
INTRODUCTION...........................................................................................................................5
Background.................................................................................................................................5
Aim and objectives......................................................................................................................5
Rationale.....................................................................................................................................6
Structure of report.......................................................................................................................6
LITERATURE REVIEW................................................................................................................8
RESEARCH METHODOLOGY...................................................................................................12
DATA ANALYSIS........................................................................................................................15
CONCLUSION..............................................................................................................................21
RECOMMENDATION.................................................................................................................22
REFERENCES..............................................................................................................................24

Topic- “To investigate the impact of branding on customer buying behaviour within UK retail
sector.”
INTRODUCTION
Background
Branding is a marketing practice with help of which the company try to create a symbol
or design for the company to identify itself with that symbol only. For the company to be
successful it is very important for the company to have effective branding strategy which will
assist the company in securing a competitive position in the highly competitive market. The
current report is based over company Nike which is a multinational corporation founded in 1964
by Bill Bowerman and Phil Knight. The current research will outline that how branding of Nike
has a positive or negative impact over the buying behaviour of the consumers. Further this
discussion will also list out the different challenges which the company faces in order to attract
the buying behaviour of the consumers.
Aim and objectives
Aim
“To examine the impact which branding has on buying behaviour of consumer. A study on
Nike.”
Objectives
 To articulate knowledge relating to branding and buying behaviour of consumer.
 To analyse the positive and negative influence of branding over the consumer buying
behaviour.
 To examine the various challenges which Nike faces in order to attract buying behaviour
of consumers.
 To recommend some of the strategies through which Nike can improve is branding in
order to improve consumer buying behaviour.
Research questions1. What is the concept of buying behaviour and branding?2. What are the positive and negative influence of branding with respect to consumer
buying behaviour?

3. What are the different challenges which the company face while using branding for
attracting behaviour of consumer?4. What are the major suggestions for company in improving branding for the purpose of
enhancing buying behaviour of consumers?
Rationale
The major reason for the selection of branding as a research topic is that the competition
in the current market is very high and if the company will not effectively make use of branding
then it might lose its competitive position. Further another major reason for the selection of this
as topic of study is the personal and academic interest of the researcher themselves.
Structure of report
Chapter 1- Introduction
This chapter will highlight the aim and objective of the study and the rationale of selecting the
research topic. This also includes the basic overview of the topic and the things which will be
done in the report.
Chapter 2- Literature review
This is the chapter which highlights the views of different authors and writers relating to the
branding and the impact over the consumer buying behaviour. This will include the complete
analysis of the research topic with views of different authors.
Chapter 3- Research methodology
Under this chapter the list of different methods used for the completion of the research in
successful manner are listed. This is particularly because of the reason that this chapter includes
methods like research type, approach, philosophy and other data.
Chapter 4- Data analysis
Under this chapter the use of secondary source of analysis will be used in order to analyse the
collected data. This will provide the view to the reader that what are the findings of the data
collected.
Chapter 5- Conclusion
With this chapter the researcher will provide a brief conclusion that what all findings have been
found from the study. All the finding will be highlighted in very brief manner so that the reader
gets an idea about what need to be done.
Chapter 6- Recommendation