Impact of Brand Image on Customer Buying Behavior: Airdri Analysis

This report investigates the impact of brand image on customer buying behavior, focusing on the case of Airdri, a UK-based small business. The research aims to identify how brand image influences customer purchasing decisions and explores the importance of a positive brand image in attracting customers. The report examines the concept of customer buying behavior in a business context, highlighting factors like product price, quality, and marketing activities. The methodology includes quantitative research with a descriptive approach, employing questionnaires and literature review for data collection. Ethical considerations are addressed, including consent and data protection. The study seeks to understand how Airdri can leverage its brand image to enhance customer attraction and increase profitability. The report includes a literature review, research methodology, and an ethics form, providing a comprehensive analysis of the topic.

Research Methods &
Project
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Contents
INTRODUCTION...........................................................................................................................1
Background of research...............................................................................................................1
Research aim...............................................................................................................................1
Research objectives.....................................................................................................................1
Research questions......................................................................................................................1
Rationale of research...................................................................................................................2
LITERATURE REVIEW................................................................................................................2
Concept of customers buying behaviour in context to business.................................................2
Importance of positive brand image over the customers buying behaviour...............................2
Factors that help company in attracting customers towards its products....................................3
RESEARCH METHODOLOGY.....................................................................................................3
ETHICS FORM...............................................................................................................................5
REFERENCES..............................................................................................................................10
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Title: Impact of brand image over the customers buying behaviour.
INTRODUCTION
Background of research
As per current scenario, maintaining positive and famous brand image is one of the
significant activity for business organization because it helps in inviting more and more
customers towards its offerings. In this, increasing brand awareness is referring to people ability
to recall and recognise the company and its services. This will change the buying behaviour of
customers towards the services that they want to buy from the company as per their needs and
wants. If the brand image is positive, then the buying behaviour of customers towards the brand
is also positive (Iglesias and et. Al., 2019). Thus, it is important for company to maintain their
brand image more effective and popular so that customers get easily attracted and make their
purchase from company. This is also beneficial in improving the customer base of an
organization at market place and also provide assistance on generating larger profitability level
from its competitors. Current research is based on Airdri, is small business operate their activities
in UK with the aim of generating huge profitability from its competitors. The main focus of this
business is to develop their brand image more competitive with the aim of attracting as well as
inviting large number of customers towards its services.
Research aim
To identify the impact of brand image over the customers buying behaviour. A study on
Airdri.
Research objectives
 To determine the concept of customers buying behaviour in context to business.
 To explore the importance of positive brand image over the customers buying behaviour
 To identify the factors that help company in attracting customers towards its products.
Research questions
 What is the concept of customers buying behaviour in context to business?
 What is the importance of positive brand image over the customers buying behaviour?
 What are the different factors that help company in attracting customers towards its
products?
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Rationale of research
The primary reason behind undertaking this research is that it provides detailed analysis on
the basis of Impact of brand image over the customers buying behaviour. By undertaking this
investigation, researcher can develop their skills and knowledge towards the brand image and
how it impacts over the buying behaviour (Waluya, Iqbal and Indradewa, 2019). This can be
beneficial in increasing the possibilities of attaining positive and reliable outcomes at the end of
the project and at the same time also make it more authentic.
LITERATURE REVIEW
Literature review is a theoretical framework in which researcher gather in-depth evaluation
on the basis of specified topic and area. Mainly, it includes various sources such as books,
journals, articles, newspaper and many more. All these provide detailed information about brand
image and how it changes the buying behaviour of customers. Along with this, it is also
including review of different authors over the research objectives that may assist in addressing
the particular issue of research in an effective manner.
Concept of customers buying behaviour in context to business
According to Shahid, Hussain and Zafar, (2017), consumer buying behaviour is referring
to the study of customers and the process that use to select sand dispose of products and services.
This procedure includes customer emotions, behaviour responses towards the company offerings.
Basically, consumer’s behaviour also includes ideas which is related with different aspects
including psychology, biology, chemistry and many more. Thus, it is important for business
organization to understand customers buying behaviour before providing them services. This can
be providing assistance to company in satisfying customers demand by providing them quality
products and services as per their needs and wants. With the help of this, company can generate
larger profit as compere o its competitors.
Importance of positive brand image over the customers buying behaviour
According to Dharamdasani and Sharma, (2017), Brand image play a crucial role in
influencing customers buying behaviour as it provides assistance to buyer to recall the company
and its products as well. By this, they can make their decision to purchase a specified product.
This is the reason that, the main focus of business organization is to keep their brand image
positive and famous so that number of customers get easily influenced and always keep on touch
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with its services. This can be beneficial for company to satisfy customers demand by providing
them quality services as per their demand. For attaining the same, organization undertake an
appropriate marketing research as it provides detailed information about the customers and their
needs as well. This can be assist in improving customers base of company at market place.
Factors that help company in attracting customers towards its products
According to Kumar, (2017), There are various factors that affect the customers to make
their buying behaviour towards the company and its services as well. In this relation, product
price, product quality, availability, marketing activities of company and many more are the major
reason that change the overall behaviour of customers towards its offerings. In order to influence
customers, company provide quality services at reasonable price so that buyer can easily make
their purchasing decision. By this company also increase the possibilities of capturing customer’s
attention and at the same time also improve its brand image at market place.
RESEARCH METHODOLOGY
In order to undertake research activities in an effective way, research methodology play a
crucial role as it provide a structure through investigator acquire reliable data about the particular
investigation topic and area. Basically, it includes different methods and techniques that can be
applied by investigator to acquire reliable analysis. Therefore, it is important for researcher to
select an suitable one so that valid conclusion can be easily drown. All the research methods can
be understood by following points:
Choice of data:
At the time of undertaking research, there are different choices in front of researcher such
as qualitative and quantitative research. As per current investigation, investigator will select
quantitative research methods because it helps in gathering data in statistical form which is easy
to be measure (Shakil and Majeed, 2018). By this investigator can determine an authentic
judgement within the study.
Research philosophy
It is based over the principles and standards in which data would be assembled. Mainly, it
is classified into two types i.e. positivism and interpretivism. For carry out present study
positivism research philosophy will be used by research maker because it is associated with
logical details that provide authentic results within the study.
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Research approach
It is considered as an important plan and procedure in which researcher gather
information, analyse and interpretation the data in an effective manner. It is categorised into
different approaches such as descriptive, experimental and exploratory. In order to execute
present study, descriptive research approach will be used as it may assist in addressing the
research objectives in quantitative form.
Data collection
Under an effective study, it is a process of collecting authentic data from different
sources with the aim of taking right judgement. It includes two type of data collection method
such as primary and secondary method (Sultan and Wong, 2019). Both are appropriate for
undertaking this research as it provide assistance to researcher in gathering authentic and detailed
information. In this, a structured questionnaire will have prepared to collect primary data. Apart
from this, secondary method may assist in developing a systematic literature review on the basis
of various authors viewpoints. By this, an investigator can take right decision and also draw a
meaningful conclusion within the research.
Sampling
It is a procedure of selecting sample size from the larger population with the aim of
understanding their views points towards the particular research area. Mainly, it is classified into
two types such as probabilistic and non-probabilistic sampling techniques. For selecting right
sample size, probabilistic technique will have applied by researcher in which sample size
selected as per random basis and all the participants get equal chances to be selected. By using
this method, investigator select 50 respondents are selected who are the customers of company.
Resources
In order to make an effective and successful investigation, researcher is responsible for
managing all the important resources that required by investigator to perform research activities
in an effective manner (Anjana, 2018). In relation to this, proper time, cost, stationary, internet
and many more. All these are appropriate in completing the overall study in an appropriate
manner.
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ETHICS FORM
All students conducting research activity that involves human participants or the use of
data collected from human participants are required to gain ethical approval before
commencing their research. Please answer all relevant questions and note that your
form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor.
Before completing this form, we advise that you discuss your proposed research fully
with your Unit Tutor. Please complete this form in good time before your research
project is due to commence.
Section 1: Basic Details
Project title: . To identify the impact of brand image over the customers buying behaviour. A study
on Airdri.
Student name: ...................................................................................
Student ID number: ...................................................................................
Programme: ...................................................................................
College: ...................................................................................
Intended research start date: ............................................
Intended research end date: .................................
Section 2: Project Summary
Please select all research methods that you plan to use as part of your project:
Interviews:  Questionnaires:  Observations:  Use of Personal Records: 
• Data Analysis:  Case Study:  Survey:  Narrative Enquiry: 
• Other (please specify):
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....................................................................................................................................................................
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants? Adults: 
How will participants be recruited (identified and approached)?
Through random sampling method, 50 customers of an organisation.
Describe the processes you will use to inform participants about what you are doing:
By using e-mail or questionnaire
How will you obtain consent from participants? Will this be written? How will it be made clear to
participants that they may withdraw consent to participate at any time?
With the use of questionnaire investigator can acquire consent from selected participant in
written form.
Studies involving questionnaires / interviews: Will participants be given the option of omitting
questions they do not wish to answer?
Yes:  No: 
If No please explain why below and ensure that you cover any ethical issues arising from this.
Studies involving observation:
Confirm whether participants will be asked for their informed consent to be observed.
Yes:  No: 
Will you debrief participants at the end of their participation
(i.e. give them a brief explanation of the study)?
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Yes:  No: 
Will participants be given information about the findings of your study?
(This could be a brief summary of your findings in general)
Yes:  No: 
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with Data Protection Act
(2018) Yes:  No: 
Who will have access to the data and personal information?
Research
During the research: Where will the data be stored?
Research
Will mobile devices such as USB storage and laptops be used? Yes:  No: 
If yes, please provide further details: After the research: Where will the data be stored?
How long will the data and records be kept for and in what format? Will data be kept for use by other
researchers? Yes:  No: 
If yes, please provide further details:
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Section 5: Ethical Issues
Are there any particular features of your proposed work which may raise ethical concerns? If so,
please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise as a result of
your research. Please consider/address all issues that may apply. Ethical concerns may include,
but are not limited to the following:
• Informed consent.
• Potentially vulnerable participants.
• Sensitive topics.
• Risks to participants and/or researchers.
• Confidentiality/anonymity.
• Disclosures/limits to confidentiality.
• Data storage and security, both during and after the research (including transfer, sharing,
encryption, protection).
• Reporting.
• Dissemination and use of your findings.
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REFERENCES
Books and journals
Iglesias, O. and et. Al., 2019. Do customer perceptions of corporate services brand ethicality
improve brand equity? Considering the roles of brand heritage, brand image, and recognition
benefits. Journal of Business Ethics, 154(2), pp.441-459.
Waluya, A.I., Iqbal, M.A. and Indradewa, R., 2019. How product quality, brand image, and
customer satisfaction affect the purchase decisions of Indonesian automotive customers.
International Journal of Services, Economics and Management, 10(2), pp.177-193.
Shahid, Z., Hussain, T. and Zafar, F., 2017. The impact of brand awareness on the consumers’
purchase intention. Journal of Marketing and Consumer Research, 33(3), pp.34-38.
Dharamdasani, D. and Sharma, M., 2017. Impact of Brand Related Attributes on Consumer's
Purchase Intention Towards Private Label Apparels Brands: A Study About the Consumers of
Ahmedabad. International Journal of Engineering and Management Research (IJEMR), 7(1),
pp.297-303.
Kumar, J.S., 2017. The psychology of colour influences consumers’ buying behaviour–a
diagnostic study. Ushus Journal of Business Management, 16(4), pp.1-13.
Shakil, S. and Majeed, S., 2018. Brand Purchase Intention And Brand Purchase Behavior In
Halal Meat Brand. Journal of marketing, 152.
Sultan, P. and Wong, H.Y., 2019. How service quality affects university brand performance,
university brand image and behavioural intention: The mediating effects of satisfaction and trust
and moderating roles of gender and study mode. Journal of Brand Management, 26(3), pp.332-
347.
Anjana, S.S., 2018. A study on factors influencing cosmetic buying behavior of consumers.
International Journal of Pure and Applied Mathematics, 118(9), pp.453-459.
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