A Study on Brand Awareness and Female Consumer Buying Behavior at Dior

This dissertation investigates the impact of brand awareness on female consumer buying behavior, focusing on the luxury brand Christian Dior. The research employs a literature review to analyze existing perspectives on brand awareness and its influence on consumer purchasing decisions. The methodology includes a detailed explanation of the research philosophy, approach, design, and data collection methods, including the use of questionnaires for primary data. Data analysis is conducted using thematic analysis to identify key patterns and insights. The study aims to determine how brand awareness affects female consumer choices, including the impact of premium pricing. The conclusion addresses the research objectives and questions, offering recommendations and acknowledging limitations, with reflections on alternative research methodologies. The dissertation provides a comprehensive analysis of brand awareness within the context of consumer behavior, specifically focusing on the fashion and luxury goods market.

DISSERTATION

Executive Summary
Brand awareness introduces as a key element of marketing efforts which will help an
organisation to attract more customers easily. Main purpose of this report is to identifying impact
of brand awareness on female consumer buying behaviour within an organisation. Christian Dior
is a French luxury good organisation controlled and chaired by French businessman which name
is Bernard Arnault. There are different activities which have been used by researcher for
completing dissertation in systematic manner. Literature review have been completed for
analysing point if view of different authors about the topic of “Brand awareness on consumer
buying behaviour”. Along with this, methodology chapter also completed with the use of
different methods and approaches such as research philosophy, research approach, questionnaire,
qualitative and quantitative research etc. All these are essential methods of research and helps
researcher by providing valid and reliable information regarding the study. Data collection have
been done with the use of questionnaire. It is a part of primary research which helps an
investigator by giving reliable data about the study. Data analysis have been completed with the
use of thematic analysis. It is a most essential technique which will assist a researcher in
completion of investigation in minimum time period. At last in conclusion and recommendations
chapter, each aim and objectives of research have been addressed in effective manner.

Table of Contents
Executive Summary ........................................................................................................................2
INTRODUCTION...........................................................................................................................1
Overview of Research.................................................................................................................1
Background of Research.............................................................................................................1
Rationale of Research.................................................................................................................2
Research Aim..............................................................................................................................2
Research Objectives....................................................................................................................2
Research Questions.....................................................................................................................2
Timescale....................................................................................................................................3
Overview of the chapter .............................................................................................................4
LITERATURE REVIEW ...............................................................................................................5
Concept of Brand Awareness......................................................................................................5
Factors that affect brand awareness............................................................................................6
Impact of Brand Awareness on female consumers purchase behaviour.....................................7
Impact of the premium pricing of branded clothes on female customers...................................9
RESEARCH METHODOLOGY...................................................................................................11
Type of Investigation................................................................................................................11
Research Philosophy.................................................................................................................11
Research Approach...................................................................................................................12
Research Design........................................................................................................................12
Data collection..........................................................................................................................13
Data Analysis............................................................................................................................13
Sampling...................................................................................................................................13
Ethical consideration.................................................................................................................14
DATA ANALYSIS .......................................................................................................................15
DISCUSSION................................................................................................................................28
CONCLUSION AND RECOMMENDATIONS..........................................................................29
Conclusion.................................................................................................................................29
Recommendations.....................................................................................................................29

Limitations................................................................................................................................29
Reflection..................................................................................................................................30
Alternative Research Methodology...........................................................................................30
CONCLUSION..............................................................................................................................31
REFERENCES..............................................................................................................................32

TITLE: Brand awareness on consumer buying behaviour.
INTRODUCTION
Overview of Research
Brand refers to type of product that produced through specific firm under particular
name. Brand is name, symbol, tern and other feature that determined seller of one product from
other. Brand awareness is an extent to which the customers are familiar with image or quality of
specific brand of services and products. It is key consideration in advertising management,
strategy development, consumer behaviour and brand management (Batt and Liu, 2012).
Products and the services which maintain high brand awarenesses level are mainly generate more
sales. Products and the services which maintain high brand awarenesses level are mainly
generate more sales. With wider amount of goods options, having differentiated audience and
message that can different brand of firm than its rivals is necessary. On the other hand, main goal
of the advertising is brand awareness in introducing the product in significant manner. On the
other hand, advertisement plays a necessary role in enhancing the brand awareness to introduce
the products to consumers in significant manner. Company develop the attractive advertisement
to aware people about the services and products which newly introduced at the market place.
Under this, the consumer market for the fashion apparel has become varied through in surge of
the store brands, customs, designer brands and the advertisement at global market.
Understanding the consumers preferences in better manner will aids marketer to attract as well as
maintain target consumer group. The brand awareness is considered to prerequisite that stimulate
purchasing decision of consumers as it represent major factor for the purpose of keeping brand in
consideration pool. It leads to assessment of customers of perceived risk and determination to
make effective buying decision.
Background of Research
Brand awareness is marketing concept that explains degree of consumer recognition of
goods through its name. Developing the brand awareness is main step in promoting of new goods
or make changes in existing. Christian Dior is French luxury product organisation that chaired
and controlled through Bernard Arnault. (Bruwer and Buller, 2012). This company was
established in year 1946 and it designs as well as produces most couture, menswear, fine
jewellery, ready-to- wear and accessories. It operates 492 boutiques worldwide. The brand
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awareness of this company is low due to less advertisement. There is a need to Dior to enhance
with people and develop high end relationship by conducting better marketing program. There is
a proper awarenesses of branded apparels between females and also their purchasing behaviour
reflects that they buy the products occasionally. The female consumers have specific motives and
perspective behind their purchase. On the other hand, culture is shifting towards purchasing fro
mall only because of the shopping experience that customers get.
Rationale of Research
The main reason behind conducting this investigation is to gain the proper understanding
about female purchasing behaviour. It helps in proper understanding about the impact of brand
awareness on female consumer purchasing behaviour. This research will also helps learner by
increasing its different types of skills such as management and communication. With the help of
this skills they can easily learn and improve their knowledge. Apart from this, this investigation
also assist an investigator by improving its literature review, data analyses and data interpretation
skills. The learner conduct an investigation for self interest. On the other hand, through
conducting an investigation, skills, knowledge and core competencies of a learner will be
enhanced in a proper and effective manner. It will help in future for conduct any research in
systematic manner (Davies, Lee and Ahonkhai, 2012).
Research Aim
The aim of this investigation is “To analyse the impact of brand awareness on female
consumer buying behaviour. A case study on Christian Dior in London”.
Research Objectives
 To analyse concept of Brand Awareness.
 To analyse the factors that affect brand awareness.
 To determine impact of Brand Awareness on female consumers purchase behaviour.
 To measure impact of the premium pricing of branded clothes on female customers.
Research Questions
 What is Brand Awareness?
 What are the different factors which affect brand awareness?
 What is impact of Brand Awareness on female consumers purchase behaviour?
 What are impact of the premium pricing of branded clothes on female customers?
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Hypothesis Null hypothesis- Brand awarenesses attracts female consumers (μ = 0)
 Alternative hypothesis - Brand awarenesses does not attracts female consumers (μ ≠ 0)
Timescale
Gantt chart are project planning tool that mainly used to represent timing of the activities
which needs to finish project. It is helpful in managing the complex projects in an easy manner.
It shows dependency relationship among activities as well as current schedule status. It is one of
the useful tool in planning and scheduling projects, it keep management of company up- to- date
when project will be finished. With the help of developing Gantt chart, researcher can easily
perform research and can get positive outcomes in better manner (Dhurup, Mafini and Dumasi,
2014).
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Overview of the chapter
There are different chapters or activities which will be require by researcher for
completing dissertation in systematic and effective manner. All chapters are determined as under
in detail manner:
Chapter 1: Introduction: It is most important chapter of dissertation which cover
research aim, research objectives, overview of the research, background of the company etc. All
these are effective aspects in introduction chapter and helps an investigator to carrying out
investigation in systematic manner. Along with this, this chapter will also aid an investigator to
achieve long term goals and objectives within given time duration. This part of research will
also assist in development of proper aim and objectives of research.
Chapter 2: Literature review: It is another chapter which is mainly based on opinion of
authors about the topic. This section will helps investigator to analysis gaps in previous study. As
it will further support a researcher to complete research in effective and systematic manner. In
this chapter, different number of authors have to provide their opinion and point of view
regarding the current topic. Under this section, each objectives of investigation will be address in
systematic as well as efficient manner.
Chapter 3: Research methodology: This chapter is based on different methods which
will be applied by researcher in collection of appropriate information regarding the topic. In this
section, research philosophy, research approach, qualitative and quantitative research, primary
and secondary method of data collection etc. methods will be applied. This section will helps in
accumulation of accurate and reliable information about the current study. Along with this for
accumulating reliable as well as valid data, questionnaire will be applied. As it is a most effective
instrument of primary research and assist a researcher to gather accurate information in
systematic manner.
Chapter 4: Data analysis and data interpretation: It is another important chapter which
is mainly based on thematic analysis. As in this case different patterns or themes will be created
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on each questions. It will further assist an investigator to analysis accurate and proper
information according to the topic.
Chapter 5: Conclusion and recommendations: It is last and important chapter which
will assist an investigation to address each objectives and questions of research in effective
manner. It will also support in completion of research in effective as well as systematic manner.
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LITERATURE REVIEW
It is explained as wider, in-depth, comprehensive and critical review of the scholarly
publications. It is written summary of the books, journals and some of other documents which
explains past and the present state of information, organise literature into the documents and
topic for proposed study. This section of research is based on the secondary method of data
collection and there has been considered the opinions and views of different authors (Duarte,
Raposo and Ferraz, 2013). The various sources to collect the information and data are books,
articles, journals, internet sources etc.
Concept of Brand Awareness
As per opinion of Jack Sheridan (2019), Brand Awareness is an extend to which brand is
to be recognized through potential consumers and mainly related with specific services or
product. It is necessary because it aids business to stand out more to competition, develop
audience in more effective manner and also generate the more leads. If the brand awareness will
be high then sales will also be enhanced and serve as an economic moat that helps in prevent
rivals from gaining high market share. It is a process through which customers identify an
existence of company. It is necessary when launching of the new product at market place in
context to aware the people regarding specific product. In addition to this, company can enhance
the brand awareness with the help of using social media presence, sponsorship of brand in the
public events, launch PR campaign etc. The brand awarenesses is one of the main key indicator
of competitive market performance of brand. It is concerned to brand identities functions in
memory of consumers and measured through well the customers can determine brand in different
situations. It is central to understand the process of consumer purchase decision. In addition to
this, high brand awareness can be visionary of the brand success. On the other hand, brand
awareness is helpful in enhanced loyalty of consumers. It making customers acquainted regards
specific brand of product. Existence and availability of particular brand in people mind is
necessary (East and et. al., 2016). It is most necessary marketing campaign aspect introducing
the customers about specific service and products to potential consumers.
According to the Carol Kopp, brand awareness is a marketing term which is described as
the degree of consumer recognition of a product or service by its name. Creating brand
awareness work as a key step for promoting a new product and also increasing the recognising of
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older product or service. Usually awareness of the brand works for increasing the quality in order
to generate and implement unique value in their products.
Brand awareness works for promoting a brand at high level. This helps them to generate
more sales as it is easy for organisation to sale their product because of brand recognition.
Whereas according to present market environment it is mandatory for organisation to establish
themselves as a brand. So they are able to increase their revenue by increasing the sale of their
products. Moreover majority of the organisation are investing huge amount of money along with
high energy for deriving their products as a brand on all platforms in the market.
On the other hand most of the today consumer and customer buy branded products. Like
the present society is connected with each other at a global level through social media, internet
and many others (Chéron, Kohlbacher and Kusuma, 2012). Therefore organisation are also
becoming more productive through adopting this changes. In order to consider them properly
social media is the best platform to promote product as a brand.
Factors that affect brand awareness
As per opinion of Allie Decker (2019) it has been stated that Brand awareness is
explained as strength of brand presence in mind of customers. Awarenesses is to be measured on
the basis of various ways under which the customers remember brand and ranging from the
recognition to recall top of mind. Some of the factors which affecting the brand awareness
mention below:
Brand name- It is one of the most necessary factor that impacting on brand awarenesses.
The brand name plays a necessary role in developing awareness for brand. Name of completely
baseless and meaningful as these both impact on the brand awarenesses. It is the important factor
by which a product have its own value in the market (Song, Hur and Kim, 2012) . It is an
effective component because by which the product of an organisation have their identity and they
are known by the customer. For example, Zara is a Spanish fashion growing firm which
manufacture various products like clothes, accessories, home decor products and others.
Advertising- An advertisement is helpful in develop the brand awarenesses is better
manner. It is an effective way to aware the people about specific services as well as product in a
better manner (Fetscherin and et. al., 2014). It helps in enhance awarenesses of customers about
specific area and provide the competitive benefit. Basically it indicate to the tool which is used
by the organisations for creating awareness about the products and services of the company.
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There are various modes and channels which can be used by the organisations to advertise the
products and service of the company. For example, TV, Facebook, Instagram, Twitter, social
media, web advertisement and others are different ways of adversing the goods and commodities
of a company. This tool and way basically used by the organisations to create awareness about
existing and new products so that they can familiar with them and show their interest towards
them.
Parent company- In context large extent parent company that aids in promoting brand. In
several cases, parent company is more popular that its brand become popular automatically and
also people will be aware regarding product. In simple words, parent company refers to that firm
which owns enough voting stock in another company to control management and operation by
influencing or electing its board of directors (Malik and et. al. 2013)
Peer group opinion- It plays necessary part in brand awarenesses exercise. Generally,
people tend to discuss the more regarding brand as well as tend to be share their experience
which have been seen and enhance brand awareness of the peers. Large of the chat boards on
Internet form the similar area of education.
Sales promotion and offers- It aids in making customers to be aware about brand. Some
of sales related promotion activities which firm carry to help them in large manner in context to
make target aware about brand. Now a days, people are more conscious about the quality but
they attract towards the offers which are provided through an organisation on specific product.
The sales promotion is helpful in attracting large number of consumers and aware them about the
products as well as services in an effective or better manner (Giovannini, Xu and Thomas,
2015). If any origination offer sales promotion then it help the company to make increment in the
sales of the firm and attract number of customers. It help in making maximization in the market
share of the company.
Impact of Brand Awareness on female consumers purchase behaviour
On the basis of opinion that Craig Berman (2019) Brand is made through experience as
well as perception. In this, customers want to buy certain products to recognition of the brand
and influence on decision related to purchase the products. The brand awarenesses is about
ability of potential consumer to identify certain brand if product category in an effective manner.
It is made through experience and perception of customers. On the other hand, customers want to
buy certain goods to recognition of the brand that will still more necessary and make influence
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