A Study on Brand Perception's Effects on Customer Purchasing Behavior

This report delves into the critical relationship between brand perception and customer purchasing behavior, using Primark in Dublin as a case study. The study begins by defining brand perception and its significance in influencing consumer decisions, exploring factors such as service quality, price, and reputation. The research investigates the impact of brand perception on customer buying behavior, examining how Primark's brand image influences customer choices. The report outlines the research objectives, questions, and the justification for the topic's selection, emphasizing the growing importance of brand perception in the modern business landscape. It also provides an overview of the existing literature, including the conceptual framework and literature gap, to analyze how Primark can improve its brand perception to influence customer purchasing behavior. The study aims to understand the factors influencing brand perception, evaluate the relationship between brand perception and buying behavior, analyze the impact of brand perception on purchase decisions, and recommend strategies for Primark to enhance its brand perception and thereby influence consumer behavior.