Warehouse Pakuranga: Research Proposal on Brand Awareness Strategies

This research proposal focuses on analyzing the branding strategy of Warehouse Pakuranga, aiming to identify methods to enhance brand awareness and increase customer satisfaction. The study examines the importance of brand awareness, its impact on consumer behavior, and its role in building brand loyalty. The literature review explores various branding strategies, including the use of social media and customer service, and their influence on customer satisfaction. The research will employ a qualitative approach, utilizing secondary research, questionnaires, and web sources to gather data. The proposal outlines project management, including timelines and resource allocation. Ethical considerations, such as time management and data accuracy, are also addressed. The ultimate goal is to provide actionable recommendations for Warehouse Pakuranga to improve its brand image, attract more customers, and maintain a competitive edge in the market.

Running head: RESEARCH PROPOSAL
Research proposal
Name of the student
Name of the university
Author note

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RESEARCH PROPOSAL
Table of Contents
Introduction......................................................................................................................................3
Project aim.......................................................................................................................................3
Literature review..............................................................................................................................3
Project approaches...........................................................................................................................5
Project management.........................................................................................................................6
References........................................................................................................................................7

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Introduction
Pakuranga warehouse is the house for locals and tourists. It is a market where the visitors
get to bargain the things they want to buy. It is known as the Auckland night markets, is
available in six locations, and offers products for all age group (The Warehouse, 2017). To be
successful in future the company needs to carry out successful branding strategy and increase the
awareness of the brand. The research paper will be conducted to suggest various strategies
through which the company can increase their brand awareness it further analyses various
methods through which it can carry out its branding strategy ad increase customer base and
customer satisfaction.
Project aim
The main aim of the project is to analyze the branding strategy of Warehouse Pakuranga
which it will use to increase its awareness in the market. Brand awareness is the extent to which
the consumers of the products know about the availability of the brand. It is useful to a brand in
many ways and to create brand awareness it is important that the company analyses consumer
behavior. Further, it will also analyze the use of brand awareness to increase customer
satisfaction and attract more customer traffic. This is because brand satisfaction is yet another
important factor a company should consider successful in short period.
Literature review
According to Choi (2014) effecting branding is essential for any company and it also put
an effect on consumer welfare. By creating a good brand awareness the company can create
equity for themselves and also increase their brand loyalty. Brand awareness is thus essential for

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a company to cope up in this competitive environment. Lambert-Pandraud et al (2017) has stated
in their paper that creation of awareness is a critical consideration of a company. Thus, while
considering the marketing strategy the company should always give a separate consideration on
creating awareness for the brand. Brand awareness offers a well-known benefits t the company
that carries it out effectively. It is a way through which the company can analyze the awareness
of their brand image among their target customers and helps them to provide a unique name to
the goods they produce. Brand awareness is an essential tool to fight competition in today’s
global environment (Sasmita, & Mohd Suki, 2015). It is a good way to offer maximum
satisfaction to the customer, which is yet another factor to e considered by a company. Customer
satisfaction offers a type of metric to the owner of the company through which they can measure
their business (Agnihotri et al 2016).
Rubio, Oubiña & Villaseñor (2014) suggested four ways through which a company can
reduce the risk they offer to the customer such as information gathering, branding, reassurance
and brand loyalty. There has been research conducted on the usefulness of social media page for
creating brand recognition and awareness aong the consumer. According to the research, the use
of social media is increasing day by day and thus it is the most useful platform for any company
to carry out their marketing through social media. Moreover, social media also offers a cost
effective platform to the company with more benefits compared to traditional tools (Hutter et al,
2013). There are other promotional activities that the brand can adopt other than social media to
increase their brand awareness.
According to Rubio, Oubiña & Villaseñor (2014), brand awareness and customer
satisfaction is considered as a precursor of brand loyalty. Thus, in order to create a strong brand
image and offer maximum customer satisfaction, it is necessary that the company offer a good

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customer loyalty to the customers. It is only through good loyalty and trust the consumers will
opt for that brand. This is because the consumers come across many uncertainties and thus they
evaluate the risk obtained from the brand. Only after proper evaluation, the customer fixes its
decision. According to Jahanshani et al (2014), customer satisfactions are influenced by two
factors such as customer service and product quality. A customer only has a trust towards a
company only if they get good quality product from them. In addition to this, customer
satisfaction is also influenced by the quality of the service they get while visiting the brand store.
Thus, to create customer satisfaction a brand should first focus on these two factors.
Project approaches
For the research, a qualitative analysis will be used through which the researcher can
analyze the extent of brand awareness Warehouse Pakuranga has created for themselves. For the
research, the researcher will carry out a secondary qualitative research and visit the store to ask
about their past marketing strategy. Further, the web sources will also be used to analyze recent
news on the company. Secondary research will be done on the basis of a questionnaire and the
questions will be asked to the management of the company as well as the customers about their
perception about the company. There will be both open ended and closed ended questions in the
questionnaire. Applicants will get the chance to share their own views. The result will be stated
in a descriptive format in order to make it understandable by anyone.
The most important ethical consideration of the research is time and quality. Time should
be a crucial consideration while conducting the research, as there is a strain in time. Further, the
quality of the result should not be falsified as it may disrupt the accuracy of the research

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conducted. These two are the most important consideration along with few others, which might
be a constraint (Ritchie et al, 2013).
Project management
Time Decision
making
Formulation
of task
Structuring
the
questionnaire
Collection
of data
Compilation
of data
Analysis
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Figure 1: (Timeline for research)
Source: Author’s creation
The above figure shows the time allotted to different category of works in while
conducting the research. This structuring is essential, as time is a constraint while carrying out
the research with good quality. To complete the project various types of resources will be used
such as human resources, internet and computer. Human resources include the researcher, the
respondents of the questionnaire and the customers.

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References
Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172-
180.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social
media on brand awareness and purchase intention: the case of MINI on
Facebook. Journal of Product & Brand Management, 22(5/6), 342-351.
Jahanshani, A. A., Hajizadeh, G. M. A., Mirdhamadi, S. A., Nawaser, K., & Khaksar, S. M. S.
(2014). Study the effects of customer service and product quality on customer
satisfaction and loyalty.
Lambert-Pandraud, R., Laurent, G., Mullet, E., & Yoon, C. (2017)
Lambert-Pandraud, R., Laurent, G., Mullet, E., & Yoon, C. (2017). Impact of age on brand
awareness sets: a turning point in consumers’ early 60s. Marketing Letters, 28(2),
205-218.
Ritchie, J., Lewis, J., Nicholls, C. M., & Ormston, R. (Eds.). (2013). Qualitative research
practice: A guide for social science students and researchers. Sage.
Rubio, N., Oubiña, J., & Villaseñor, N. (2014). Brand awareness–Brand quality inference and
consumer’s risk perception in store brands of food products. Food quality and
preference, 32, 289-298.

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Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of
brand association, brand loyalty, brand awareness, and brand image. International
Journal of Retail & Distribution Management, 43(3), 276-292.
The Warehouse | Pakuranga Plaza. (2017). Pakuranga Plaza. Retrieved 5 September 2017, from
http://www.pakurangaplaza.co.nz/stores/the-warehouse/