Marketing Research Proposal: Impact of Brand Identity on Tesco

This marketing research proposal investigates the influence of brand identity on consumer buying behavior, particularly within the retail sector, using Tesco as a case study. It highlights the significance of brand identity in differentiating a brand from competitors and meeting consumer needs. The proposal outlines the research aim to discover the essential factors responsible for developing an effective brand image and identity, identifying factors affecting consumer buying behavior, and analyzing the impact of brand identity elements on these factors. Research questions focus on the impact of brand identity on consumer behavior in Tesco, the elements of brand identity influencing this behavior, and the factors affecting buying decisions. The literature review emphasizes the difference between brand image and brand identity, highlighting brand vision, positioning, relationships, personality, presentation, and culture as key elements. The proposal concludes by outlining the research methodology, including research philosophy, approach, design, data collection, analysis, sampling, reliability, validity, and ethical considerations.

Running head: MARKETING RESEARCH PROPOSAL
Marketing Research Proposal
Name of the student
Name of the university
Author note

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Executive summary
This study had identified the influence of brand image and their identity on the buying behaviour
of the consumers. The brand identity is the most crucial aspect of an organization as it defines
the brand and differentiates the brand from the other competitors in the market. The main role of
the brand is to create a different identity which will enable the consumers to differentiate from
the other products in the market. Every consumer has their specific needs and wants and the
brands able to mitigate their need will create an awareness and identity among the consumers.
The past experience of consumers is instrumental in creating a specific identity for the
organizations. The study had proposed the methods for developing a research project.

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Table of Contents
Chapter 1..........................................................................................................................................4
Introduction......................................................................................................................................4
1.0 Introduction................................................................................................................................4
1.1. Significance of the study..........................................................................................................5
1.2 Aim of the Research..................................................................................................................7
1.3 Research objectives...................................................................................................................7
1.4 Research Question.....................................................................................................................7
1.5 Research hypothesis...................................................................................................................8
Chapter 2..........................................................................................................................................9
Literature review..............................................................................................................................9
2.0 Literature review........................................................................................................................9
2.1 Brand identity..........................................................................................................................10
2.2 Elements of Brand identity......................................................................................................10
2.3 Consumer behaviour................................................................................................................14
2.4 Factors affecting consumer buying behaviour.........................................................................16
2.5 Impact of brand identity on consumer buying behaviour........................................................16
2.6 Literature gap...........................................................................................................................17
Chapter 3........................................................................................................................................18
Research methodology...................................................................................................................18

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3.0 Research methodology.............................................................................................................18
3.1 Research Philosophy................................................................................................................19
3.2 Research Approach..................................................................................................................21
3.3 Research Design......................................................................................................................22
3.4 Data collection.........................................................................................................................23
3.5 Data Analysis...........................................................................................................................23
3.6 Sampling..................................................................................................................................23
3.7 Reliability and Validity............................................................................................................25
3.8 Ethical consideration...............................................................................................................26
3.9 Research gap............................................................................................................................26
4.0 Conclusion...............................................................................................................................27
References......................................................................................................................................28

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Topic: Impact of brand identity on consumer buying behaviour in the retail sector- “A case study
of Tesco”
Chapter 1
Introduction
1.0 Introduction
This study will identify the influence of brand image and their identity on the purchasing
behaviour of the customers. The brand identity is one of the most crucial aspects of an
organization as it defines the brand and differentiates the brand from the other competitors in the
market. The main role of the brand is to create a different identity which will enable the
consumers to differentiate from the other products in the market. Every consumer has their
specific needs and wants and the brands able to mitigate their need will create an awareness and
identity among the consumers. The past experience of consumers is instrumental in creating a
specific identity for the organizations. The consumers choose brands depending upon their past
experiences as it has been able to fulfil the specific need and desire (Sasmita & Mohd Suki,
2015). The brand concept of any organization will have to be emphasized by effectively using
their strategic options in order to identify the consistency of identity and the influence of brand
identity of the purchase behaviour of the consumers. In this study, Tesco has been chosen as the
organization and the study will evaluate the impact of brand identity on consumer buying
behaviour will be analyzed by taking Tesco as the organization for evaluation.
Tesco PLC is one of the major players in the global retail industry and bay taking revenue
generation into account it is the second largest retailer in the world. The organization is based in

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United Kingdom and has expanded their business in different countries (Tesco plc, 2018). Tesco
is the market leader in the United Kingdom due to the number of loyal consumers that they have
acquired in the market. Therefore, the study will evaluate the brand image of Tesco to identify
the factors that have assisted them in gaining the bulk of the share in the United Kingdom
market. The organization is not only a grocery retailer but also provides general merchandise to
their consumers. The organization has more than 100 stores in United Kingdom which is
signifying their rapid progress in this sector.
1.1. Significance of the study
Globalization has made the business environment of the global organizations highly
competitive. The advancement of technology and increasing penetrating capability to the target
consumers has forced the organizations to study the buying behaviour of the customers so that
they can achieve competitive advantage in the market. Moreover, the retail industry in United
Kingdom is highly competitive and has become saturated so it is difficult for the companies to
maintain their competitive advantage in the market for a sustainable period of time (Beneke,
Brito & Garvey, 2015). Therefore, analyzing the buying behaviour of the consumers to develop
products that could meet the current needs of the organization is the most feasible way of
capturing market share.
There are many factors other than price that affects the buying behaviour of the
customers and identifying these factors is essential for organizational success. Branding is an
essential way of effectively communicating with the customers. The role of brand is to develop a
separate identity for the organization. Brand identity is meaningful attributes which describes
the products of the organization and it is the effective way in which the consumers can relate to

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the organization values and goals (Shamim, Ghazali & Albinsson, 2016). The brand identity has
always been used by various companies to send verbal and visual messages. These messages are
addressed to the target market and are always based on the strategic positioning of the products
so that there is a clear distinction between the company and their competitors.
The brand identity is reflected as brand image among the consumers which is responsible
for gaining loyal consumers that are enthusiastic to pay even premium value for the products.
Brand image and identity are essential for gaining loyal customers as they are able to relate to the
values of the consumers in the market. Brand awareness is the value that the organization has
been able to put into the minds of the consumer and this reflects the consumer memory at the
time of need generation (Hennigs et al., 2015). Therefore, for maintaining brand loyalty, it is
absolutely necessary that there is congruency between brand image and identity so that it can
depict and translate the value of the consumers and company at the same time. The interaction
between the consumers and the brand will establish the link between the consumer motivation
and needs translating through the benefits provided by the organization. The extent of
relationship between Tesco Plc and their consumers will be identified using appropriate research
methods.

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1.2 Aim of the Research
The study has aimed to discover the influence of brand identity on the buying behaviour
of the consumers. The research will initially identify the essential factors responsible for
developing an effective brand image and identity. The factors affecting the buying behaviour of
the consumers will be identified and then the impact of the elements of brand identity on the
factors of consumer buying behaviour will be analyzed. This will be proved theoretically in the
literature review of the study which will be later on validated in the findings and analysis section
of the study.
1.3 Research objectives
 To illustrate the impact of brand identity on the purchasing behaviour of the consumers in
Tesco
 To identify the elements of brand identity responsible for influencing the consumer
behaviour in Tesco
 To identify the factors affecting the buying behaviour of the consumers in Tesco
 To recommend appropriate strategies for effectively affecting consumer buying
behaviour
1.4 Research Question
 What is the impact of brand identity on the buying behaviour of the consumers in Tesco?
 What are the elements of brand identity responsible for influencing the consumer
behaviour in Tesco?
 What are the factors influencing the buying behaviour of the consumers in Tesco?

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1.5 Research hypothesis
H0- Brand identity does not have a positive impact on the consumer buying behaviour in Tesco
H1- Brand identity does have a positive impact on the consumer buying behaviour in Tesco

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Chapter 2
Literature review
2.0 Literature review
As stated by Roy, Sethuraman and Saran, (2016), brand identity and its impact on
consumer buying behaviour is a combination of physical and mental activities that results in
purchasing of a particular product. Therefore, it is crucial to understand the deep relationship
between thing products consumers buy and the reason behind their choice. Various studies have
tried to analyze the significance of brand image in buying behaviour of consumers. There is a
distinct difference between brand image and brand identity and the current study is trying to
establish the relationship between brand identity and buying behaviour of customers. Brand
image is nothing but the opinion about the brand that has been developed by the consumers but
brand identity defines the brand and the company from their own side.
Therefore, the brand image is developed by the consumers and on the contrary, brand
identity has been developed by the organization. The perception of the consumers varies but the
brand identity remains intact as it symbolises the basic reality. Therefore, in certain scenarios, it
has been seen that the product is over powered by the brand identity (Wiese, Zielke &
Toporowski, 2015). Brand identity defines the strategic vision and the business needs so the
study will be focused on identifying the impact of Brand identity on consumer buying behaviour.
Therefore, developing a strong brand identity is essential for influencing the buying behaviour of
the consumers.

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2.1 Brand identity
According to Wheeler (2017), brand identity stems from the respective organization and
the responsibility of the organization is to develop a product with unique characteristics. This is
the basis for developing identity for any brand. Therefore, brand identity is the way in which the
organization wants the consumer to perceive their products. The identity of the brand is
communicated through different promotional media and marketing campaigns. A brand can gain
its uniqueness only by developing their unique identity. The basic elements of brand identity are
brand vision, brand positioning, brand relationship, brand personality, brand presentation and
brand culture. The bundle of functional and mental association with the brand is the identity of
the brand. However, association is not the basis of purchasing a product and differentiation and
familiarity creates a selling point within the minds of the consumers. Buil, Catalán and Martínez,
(2016) opined that brand identity is the promise made to the consumers by the organization. The
perception of the brand can be different among different consumers, it can be perceived as a
personality, product, position and values. This perception is developed within the mind of the
consumers and this is the reason for its variability. The most noticeable elements in a brand is
the organizations brand which generally consist of the logo, name, trademark colour and symbol.
This creates a diversified image of the brand in the minds of the consumers
2.2 Elements of Brand identity
The discussion on brand identity brought to light interesting facts about it which has
distinguished the purpose of identity from rest of the essential factors for branding. The different
elements of brand identity will be discussed in depth to have a better understanding about the
independent variable.

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Brand vision
As stated by Heding, Knudtzen and Bjerre, (2015), brand vison is the building block of
the company’s foundation pieces, the rest of the brand is developed based on the brand vision.
Brand vision comprises of three different components and they are brand purpose, brand value
and brand future. According to Coleman, de Chernatony and Christodoulides, (2015), successful
organization always have a fixed set of shared values and the firm has to adhere to the core brand
values at all times. By sticking to one’s core values, the organization will be able to provide
meaning to the employees and the consumers. This will provide the workforce in the
organization with a common cause. Moreover, if the core values are formed accurately then
using innovation to improve the product of the organization is easily attainable and successful.
Therefore, this is one of the best ways of increasing customer engagement. Schallehn, Burmann
and Riley, (2014) states that brand purpose is more than fulfilling the goals of the shareholder or
increasing the wealth of the shareholder. Brand purpose is contributing to the society and aim
high to make the planet a better place to live. The organization having specific brand purpose
always have competitive advantage over the companies that do not. The consumers generally are
attracted to the cause these organization stand for and contributing to the society is something the
target consumers wants to be a part of. Brand future depicts the ways in which the brand has to
be shaped so that it can manifest to its full potential. Therefore, these factors indicate that the
driving force of any organization is their brand vision as it inspires the employees, and the
consumers and provides a correct path to the organization.