The Influence of Brand Identity on Consumer Purchasing Behavior

This report investigates the impact of brand identity on consumer purchasing behavior within the food industry, specifically focusing on Nestle. The research explores the concept and significance of brand identity, identifying factors that influence consumer buying decisions and assessing the direct impact of brand identity on Nestle's purchase decisions. The study employs both primary and secondary research methods, including literature reviews and analysis of consumer behavior. The report examines the relationship between brand identity and customer purchasing behavior, analyzing how brand image, perception, and associated factors like quality and value influence consumer choices. The methodology includes a thematic analysis of collected data, with the aim of providing recommendations on strategies to enhance consumer purchasing decisions through effective brand identity management. The research addresses the research problem that a good brand identity positively influences perception and attitudes of the customers in a positive manner and has an impact on the customers buying decision. The structure of the report includes an introduction, literature review, research methodology, data analysis, and conclusion with recommendations, aiming to bridge the gap in existing research on the subject.

To explore the impact of brand identity on
consumer purchasing behaviour in food
industry

Table of Contents
CHAPTER 1- INTRODUCTION....................................................................................................4
1.1 Overview..........................................................................................................................4
1.2 Research problem.............................................................................................................5
1.3 Chapter structure..............................................................................................................5
1.4 Focus and Purpose............................................................................................................6
1.5 Aims and objectives.........................................................................................................7
1.6 Research question.............................................................................................................7
1.7 Framework and analysis...................................................................................................7
1.8 Potential Significance.......................................................................................................8
CHAPTER 2- LITERATURE REVIEW.........................................................................................9
2.1 Introduction......................................................................................................................9
2.2 The concept and importance of brand identity.................................................................9
2.3 Factors influencing buying behaviour of customers......................................................10
Brand conversation on social media influence customers buying decision.........................13
2.4 The impact of brand identity on purchase decision of Nestle........................................14
2.5 Relationship between brand identity and customer purchasing behaviour....................17
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................20
3.1 Introduction....................................................................................................................20
3.2 Research philosophy.......................................................................................................20
3.3 Research strategy............................................................................................................20
3.4 Research approach..........................................................................................................21
3.5 Research design..............................................................................................................22
3.6 Data collection method...................................................................................................22
3.7 Sampling.........................................................................................................................23
3.8 Data analysis...................................................................................................................24
3.9 Ethical consideration......................................................................................................24
3.10 Limitation of the study.................................................................................................25
3.11 Reliability and validity.................................................................................................25
CHAPTER 4: DATA ANALYSIS................................................................................................27
4.1 Introduction....................................................................................................................27
4.2 Thematic analysis...........................................................................................................27

4.2. Discussion in relation to literature findings..................................................................44
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................46
5.1 Conclusion......................................................................................................................46
5.2 Recommendation............................................................................................................47
Reference.......................................................................................................................................50
questionnaire)...................................................................................................................................4

ACKNOWLEDGEMENT
I would sincerely thank my mentor for providing me immense support and guidance while carrying
out the research. I would also like to express my gratitude towards colleagues, friends and family
members who assisted me at every step of the dissertation. With the help of their guidance and
support, I was able to accomplish the dissertation. I would also be greatly thankful to my team
members for the assistance provided by them in collection of data and its subsequent analysis.

Abstract
Aim :– To explore the impact of brand identity on consumer purchasing behaviour in food industry-
A study of Nestle
Methods: both primary as well as secondary method will be considered by the scholar. In primary
information will be gathered from the customers of Nestle. On the other side, in secondary
research books, journals and articles will be undertaken by the scholar. In the study of literature
work books, authors will lead to form the basis of secondary information.
Findings: Customers make purchase of products and services based on different aspects but mostly
prefer quality. If company have good image in market and it do not focus on quality then customers
can easily switch to other brand products and services. Thus, Nestle company should focus on
various aspects of products and services and brand identity for creating a good image in market and
to gain competitive advantage.

CHAPTER 1- INTRODUCTION
1.1 Overview
The purchasing process is known as the combination of mental and physical activities which
ends with an actual purchase almost daily. Therefore, it will be interesting to conduct study on
brand identity and they way it can influence the purchasing decision of customers. The brand
identity can also be known s the face of the company. In this situation, brands assume a main part in
decision making for customers. There are numerous elements or traits of customers affecting their
opinion and choices (Wheeler,2017). A business brand identity can be determined through the way
their audience perceives the products and services which are offered and the personality of the firm.
In modern era there is increase in the competition in food industry, Consumers vary in their
recognitions; they would essentially hold diverse pictures for a particular brand and frequently need
to settle on a decision among a scope of items or brands in the market which is little or high. In such
conditions, their ultimate conclusion relies upon the image which arise in this mind related to
different brands. Brand identity is known as the collection of all brand elements which is developed
by company to portray the right image of itself to the customer. For instance, Nestle company
which has gain high reputation and so appealing in all over the world, when it is identified that, a
large portion of people would consider Nestle.
Brand image considered as an imperative idea for customer purchasing results and is a
critical factor impacting the acquiring of extravagance item of choice. Buil, Catalán and Martínez,
(2016) exhibits that the brand identity is important while making purchase because customers are
willingness to pay a premium price and recommend the brands to their friends, family etc. Hence,
when customers grasp a solid and useful brand identity, they will probably evaluate the product
positively, regardless of price.
For the present research food section is considered by scholar. To be successful in this
business, it requires different rules from non-luxury sector. Often, luxury customers are not
shopping based on price; in fact, they rather value the distinctive experience, taste and quality
(Piehler, King and Xiong, 2016). A specific brand is the subject of this research study. Nestle is a
world-renowned brand and generally considered as a brand that signifies high quality. The
connection within brand and consumer behavior has been focus in many researches in the past
years. The main purpose of this research is to explore the relationship between a reputed brand, its
brand image and the consumer’s attitude and alliance with it presenting a study of luxury brand
demand.
Besides the high-quality products division is especially picked in this investigation. To be
fruitful in a food business, it requires distinctive tenets from non-extravagance division. Regularly,

high class customers are not shopping in light of cost; in actuality they rather esteem the particular
experience, outline and quality (Coleman de Chernatony and Christodoulides, 2015).
The present research is based on explore the impact of brand identity on consumer purchasing
behaviour in food industry. Nestle is a widely commended mark and for the most part considered as
a brand that means high quality. The company inside brand and customer conduct has been focal
point of much research in the previous years. The principle reason for this research is to explore the
connection between a relationship between brand identity and customer purchasing decision.
The connection between image and buyer conduct will be researched while distinguishing
the significant parts of brand image that impacts the buyers' buying choice utilizing a contextual
investigation on the brand identity influences the customer decision of making purchase (Balmer,
2017). The investigation will likewise research and dissect the adjustments in the connection
between brand identity and purchaser' obtaining choice, while concentrating on the estimation of
the brand and build up the effect of brand picture on customer' perception about quality, esteem and
advantages of the item, general mentality toward the item, and choice to buy the item. Before
impacting buying decision of customers, it is important for firm to understand the difference
between brand identity and branding. Branding elements includes, a name of company, logo and
other key market differentiators. On the other side, brand identity incorporates the void of the brand,
core values, personality traits and visual aesthetic of the brand (Posner, Williams and Posner, 2015).
1.2 Research problem
Brand identity is known as the way business present themselves and wants to be perceived
by customers. Brand identity is different from brand image. It leads to significant influence on the
perception and attitudes of the customers in a positive manner. Brand identity has put impact on the
customers buying decision. It is essential for companies to ensure that it try to create good identity
in front of customers of their company so that their buying decision can be improved (Line,
Runyan, and Sneed, 2016). It is important for company to ensure that it create good image of their
brand in mind of customers so that at the time of making purchase they first prefer their firm. The
present dissertation is based on exploring the impact of brand identity on consumer purchasing
behaviour in food industry. It is important for Nestle to ensure that products which are sold by them
are of high quality. For an organisation it is important to understand how it can create reputed image
of brand in mind of customers. the present research will help in developing a knowledge related to
the elements of brand and they way they are impacting buying decision of customers.
1.3 Chapter structure
At the time on working a research subject, the scholar is need to take after a consecutive
example by sticking to a very much characterized and right structure. This structure can be shown

by following a progression of sections that can be attempted as a piece of the exploration
contemplate. The accompanying are the different parts:
Chapter 1: Introduction - This chapter will cover a clear-cut framework for the selected subject
matter. Overview of the selected topic will be provided in detail. Following this, aims and
objectives with the research problem will be described. In the end of the introduction chapter
research methods used for carrying out the research will be discussed in brief along with this
importance of the selected topic.
Chapter 2: Literature Review – Second chapter of dissertation will provide detailed outline of the
concept and importance of brand identity. Factors influencing buying behaviour of Nestle
customers will be identify. At last the impact of brand identity on purchase decision of Nestle
will be evaluated. This is the chapter which lay emphasis on covering the aims and objectives
of the investigation. It will be done through undertaking an assessment of the various research
conducted on the selected topic. Therefore, it will be based o the article and works published by
different authors.
Chapter 3: Research Methodology – Research methodology chapter covers different tools and
techniques which assist in carrying out research in a right direction. Along with this, validation
of the selected method will be provided. In the last of this chapter ethical consideration and
limitation related to the research and use of resources will be discussed
Chapter 4: Data Analysis and Findings – In fourth chapter of the dissertation, analysis of the
collected information will be done.
Chapter 5: Conclusion and Recommendations – It is the last chapter of the research that cover c
conclusion on the basis of primary and secondary findings. Further recommendation will be
provided for making improvement.
1.4 Focus and Purpose
The present research is conducted with the main purpose of exploring the impact of brand
identity on consumer purchasing behaviour in food industry with respect to Nestle. The purpose of
this research is to analyse the gap which is left by the previous scholar on the selected topic. There
are different types of researches which are conducted on the brand identity and its impact on buying
behaviour of customers (Black and Veloutsou, 2017). Further, direct relationship between two also
revealed by many researchers in their study. The focus of the present research will be on the way
brand identity can impact purchasing decision. In order to increase sales and profit of the firm
company need to understand different factors which can influence purchasing behaviour of
customers.

1.5 Aims and objectives
Aim: To explore the impact of brand identity on consumer purchasing behaviour in food industry-
A study of Nestle
Objectives:
 To understand the concept and importance of brand identity
 To identify factors influencing buying behaviour of Nestle customers
 To evaluate the impact of brand identity on purchase decision of Nestle
 To assess relationship between brand identity and customer purchasing behaviour.
 To recommend strategies for influencing customers purchasing decision through brand
identity.
1.6 Research question
Q1 What is the concept and importance of brand identity?
Q2 What are the factors influencing buying behaviour of Nestle customers?
Q3 What is the impact of brand identity on purchase decision of Nestle?
Q4 What is the relationship between brand identity and customer purchasing behaviour?
Q5 What are the strategies for influencing customers purchasing decision through brand identity.
1.7 Framework and analysis
This is a standout amongst the most imperative advances while gathering data from the
dependable sources with the goal that right choices could be made for touching base at appropriate
conclusions and proposals. The accompanying are the different strides in such manner:
Design of research: in order to gain depth information related to the selected topic scholar will used
descriptive research design.
Research approach – for the selected research topic inductive approach will be considered. It leads
to focus on moving from specific information to general. The present study is exploring the impact
of brand identity on consumer purchasing behaviour in food industry this will put identification of
impact of brand identity on buying behaviour and decision of customers.
Research philosophy – Interpretivism research philosophy will be considered by the scholar.
Techniques of research – In the present dissertation both qualitative and quantitative methods will
be undertaken by the scholar.
Method for data collection – The present dissertation is based on exploring the impact of brand
identity on consumer purchasing behaviour in food industry. Therefore, both primary as well as
secondary method will be considered by the scholar. In primary information will be gathered
from the customers of Nestle. On the other side, in secondary research books, journals and
articles will be undertaken by the scholar. In the study of literature work books, authors will
lead to form the basis of secondary information.

Sampling technique – For the present dissertation probabilistic sampling method will be selected on
the basis of nature of the study. With the use of random sampling method questions will be
asked from 50 customers of Nestle. Further, it is analysed that there are large number
Analysis of data: In order to analyse the collected information researcher will used qualitative
technique. Under this thematic technique will be consider by the scholar in which different
themes will be prepared on the basis of results.
1.8 Potential Significance
The present research is considered as essential in respect to develop a deep understanding on
the selected topic that is exploring the impact of brand identity on consumer purchasing behaviour
in food industry. With the help of this research it will become easy identify the areas in brand
identity which are impacting buying behaviour of customers. Hence, the present research will be
significant for the following area provided below:
 Food sector will get assistance from the present research. With the help of this investigation
they can easily make changes in their brand identity for increasing sales and profit.
 The present research will helpful for the academicians who are preparing for Ph.d in
developing depth understanding on the impact of brand identity on consumer purchasing
behaviour in food industry.
 At last with the help of this research companies can prepare an overview of the impact of
brand identity on consumer purchasing behaviour in food industry.

CHAPTER 2- LITERATURE REVIEW
2.1 Introduction
It is the most vital section of paper which fuse diverse sort of data. It helps researcher to
gather vast measure of data and apply the same keeping in mind the end goal to create substantial
result. Exhibit think about on investigation the impact of brand identity on consumer purchasing
behaviour in Nestle. It is useful for gathering of vast measure of information and in like manner
deliver legitimate result. The literature review is set up based on investigate point and goals
whereby it turns out to be anything but difficult to achieve set point and targets of the investigation
on ideal time. Aside from this, topics are set up based on explore point and destinations through
which all gathered data are exhibited successfully. In any case, different ideas identified with
chance administration and variables covers the impact of brand identity on consumer purchasing
behaviour.
2.2 The concept and importance of brand identity
According to the view of Desai and Ganatra, (2015) brand identity is known as the
collection of all brand elements which is developed by company to portray the right image of itself
to the customers. Before knowing about tangible elements for making a brand identity it is
important to know about the what the company is as a brand. To know about own brand, it is
important to consider few elements such as mission, values, brand personality, unique positioning,
and brand voice. These all elements help in defining brand and before starting building brand
identity it is essential to have clear understanding of each brand. According to Maraz, Eisinger and
Demetrovics, (2015) opinion brand identity incorporated of a core identity and an extended identity.
The core identity represents the timeline essence of a brand. It is known as mid of both the success
and meaning of the brand. It shows the reason why brand as been brought into existence. Brand is
known as the first word that people behind the brand may utter at the time when questions asked
from the for which the brand stands such as Johnson and Johnson-
Bennett, (2016) stated that brand identity lead to consist of twelve dimension which are
basically organised around four perspective that are as follows:
Brand as a product: One of the core element of a brand identity is known as its product
thrust which can affect the type of subordinate which are desirables and feasible. If a or product
class is strong than it means a brand can be recalled when the product class is in line (Kanimozhi
and Devi, 2015).
Brand as an organisation: Further next elements is known as brand as an organisation. If
brand is focused as an organisation attributes instead of products and services. Therefore, culture,
people, values lead to develop organisation attributes. However, quality and innovation can be

considered as product related characteristics (Goetsch and Davis, 2014). For other organisation it is
easier to copy the product bit they cannot copy the firm unique culture people and programs.
Brand as a person: Brand personality is known as essential area for study due to two
reasons: a strong brand personality helps in justifying higher price premium and it can be a key role
in differentiating a brand in a product. Further, Paulssen and Roulet, (2017) argued that brand as a
person perspective recommend a brand identity which is richer and enough interesting as compare
to the product-based attributes. However, a brand personality helps in creating a stronger brand in
different ways such as it assists in creating a self expressive benefit which becomes a vehicle for the
customers top express for an individual personality.
Brand as a symbol: A strong symbol lead to render a connection and structure for finding
out and making it much easier to acknowledgement and recall. Its presence can be reasoned as key
component of brand development and its absence lead to become significant handicap. Paulssen,
and Roulet, (2017) state that brand can be represent from anything such as symbol that lead to
include program for example the Ronald McDonald, nestle.
Wheeler, (2017) stated that business needs a unique brand identity because it is success of the
business. Through focusing on developing and involving brand identity a firm can set them
different from its competition. To build a brand identity is begin with self reflection. Before asking
from customers what they are thinking of the brand it is important to ask reflective questions from
itself that what is the brand identity of own company. it is important that company should know
about itself such as who are their ideal customers, how are there products different from competitor
and type of personality does the brand hold etc.
2.3 Factors influencing buying behaviour of customers
Buying behaviour of customers
According to the view of Buil, Catalán and Martínez, (2016), customer behaviour is known
as human responses in a commercial word. It can be stated that customer things and also buy these
products as per accordance to their basic needs and preference. The goods can be consumable,
durable, industrial etc. for instance it can be demonstrate as things which is buy and they it is
purchase and when with how much quantity is depends on individual perception’s. Black and
Veloutsou, (2017) indicated that consumer behaviour lead to involved the psychological methods
from which consumers go through in finding out needs and the way of resolving all these
requirements with the help of purchase decisions. For instance, before making purchase an
individual think about brand first.
According to the view of Wang, Yang and Yang, (2014)consumer behaviour can be defined as the
study of individual, group and organisation which use, buy and purchases goods and services to
satisfy they need and want. The marketer observes the behaviour of the consumer by seeing, what