Identifying Brand Image Impact on Customer Perception: M&S Case Study

This research project investigates the impact of brand image on customer perception, focusing on Marks and Spencer. The study explores the relationship between brand image and customer behavior, examining how factors such as consumer choices, marketing strategies, and brand reputation influence customer decisions. The project utilizes a thematic analysis approach, analyzing data collected through surveys and questionnaires to identify key themes and patterns. The report includes an introduction outlining the research objectives, literature review discussing relevant concepts, and methodology detailing the research approach, design, and data collection methods. The findings, presented through data analysis and discussion, reveal the importance of brand image in influencing customer preferences and driving business success within the retail sector. The research highlights the strategies that businesses can employ to enhance their brand image and positively impact customer perception. The report concludes with a discussion of the implications of the findings and suggestions for future research.

RESEARCH PROJECT

ABSTRACT
In respect to conduct the present research, main purpose is to identify impact of brand
image on customers. In this regard, different tools and techniques has been implemented that
assists to assess outcomes in significant manner. Further, customer behaviour and their purposes
has been identified to analysis impact of the project on the objectives and aims. With the help of
thematic analysis, research data has been identified that assists to make creative results at
workplace. Most important results has been identified that are _____________________. (Write
important elements)

ACKNOWLEDGEMENT
In order to carry the present research, I want to thank my sincere gratitude to
___________, which is manager of Marks and Spencer. From the support of them, I did my
research project in systematic manner. Further, I gain more information that are useful to carry
program in the different areas of the study. I wish to give my gratitude to other members as well
who support and provide useful knowledge regarding business unit.
Further, I want to thank my mentor ___________ because they gave me guidance and
encouraging towards the project work. My director also give me opportunities to embark the
present study so that I am also thankful to them.

Title: To identify the brand image which impact on the customer perception -
A case study of Marks and Spencer”
CHAPTER 1 INTRODUCTION
Keywords
 Brand image
 Customer perception
 Tools and techniques for enhance brand image
 Research methodology
1.1 Research project description
Customer perception is the crucial element that assists to attract several customers
through produce more products and services according to their demand. It is typical to develop
the target market and ascertain more creative functions and operations at workplace. In this
regard, the organisation also require attain competitive advantages that assists to gain core
competencies through different elements such as marketing, production, services, location, etc.
As per the customer choice, organisation gain more profits and revenue through attract them at
workplace. Hence, they can grow and access success to produce effective results at workplace.
Other than the customer needs, customer decisions also determines which could be influence to
the decision to buying particular products and services (Nazari, Ghasemi and Saeidi, 2015).
When the organisation able to deliver their effective needs and wants to the customers, brand
image will be enhances that assists to meet with success and growth of the organisation.
Therefore, customer behaviour is the crucial element which assists to identify needs and demand
of the people at workplace.
Along with this, study of individual, group and organisation also determines that create
effective functioning at workplace. It could be stated that consumer behaviour is the flexible
element that assists to attract customers easily (Suryonaningsih, Paramita and Hasiholan, 2016).
Therefore, different factors assists to attract people at affordable price for products and services.
It also assists to enhance the brand image of the organisation in customer minds so that
competitive factors determines that create effective results at workplace. Customer target is the
important point that assists to enhance profits and revenue at workplace. Therefore, it is
important feature that create good brand image in the target customers. Hence, products and
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services of the organisation develops effective results at workplace (Chan, Leung Ng and Luk,
2013).
1.2 Aims and objectives
Researcher aim
“To identify the brand image which impact on the customer perception - A case study of Marks
and Spencer”
Research objectives
 To analysis and understand the concept of brand image with its effectiveness to the retail
organisation.
 To identify concept of consumer behaviour and their choices.
 To analysis factors which influence to the customer perception and their choice.
 To identify strategics through the business will increase their brand image and determines
positive impact on the customer minds perception.
Research questions
 What do you understand by the concept of brand image and its effectiveness to the retail
organisation?
 What is the concept of consumer behaviour and their choices?
 What are the factors which could be influence to customer perception and their choices?
 What are the strategies which increase brand image of the company and create positive
impact on the customer mind?
1.3 Literature review
Concept of the brand image and its effectiveness to the retail sector organisation
As per the view of Nazari, Ghasemi and Saeidi, (2015), brand image has direct link with
the customer demand and requirements. When the enterprise able to deliver effective results to
customer, they can easily ascertain needs and wants of them. As results, it creates positive image
on the business. In this aspect, Marks and Spencer need to concentrate on their effective products
and services through they are able to deliver effective results at workplace. On the other hand,
Hwang and Lee, 2015) stated that unique activities and creativity assists to create effective
results in the customer minds. In this regard, the organisation could easily target their customers
which create brand image at workplace. Further, brand image is the creative element which
create beliefs of the customers for goods and services of the enterprise. When they are like to the
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goods and services, brand image of the goals and objectives. In the simple words, it could be
stated that brand image also create positive perception to the customers for buying products and
services in the future.
Consumer behaviour and their choice
According to the point of Qiu, Chen and Yang, (2014), it is important to earn large
amount through selling products and services in the market. In this regard, the enterprise will
able to influence their customers easily. In other words, it could be stated that persons who
willingly purchasing products and services, it creates positive impact on the business operations
and outcomes. In respect to contrasting the view, Casidy and Wymer, (2015) argued that there
are several kinds of customer exists such as variety lovers, loyal customers, hence, the
organisation implement effective products and services in the organisation. With the help of
loyal customers, the company will get more profits and revenue because customer never switch
towards the other business. In addition to this, the organisation need to identify customer choice
and demand to make large amount of sales at workplace. Hence, brand image will be created in
significant manner at workplace.
Factors which greatly influence to customer perception and choice
As per the view of Suryonaningsih, Paramita and Hasiholan, (2016), customers are
important element of the market that assists to increase profitability and revenue at workplace.
All activities of the organisation determines for target customer to cater their requirements. There
are several factors exists which greatly impact on the organisation. The biggest factor is
customer choice and their perception which impact due to high competition exist in the market.
In the era of competition, customers also switch towards the other enterprises. Therefore, the
business need to assess needs and demand of them to manage proper functions and operations. In
the contrasting, Nazari, Ghasemi and Saeidi, (2015) argued that customer behaviour is the other
element which impact on the brand image. There are several factors exists that influence to the
behaviour such as social, personal, cultural, psychological, etc. Therefore, organisation need to
understand all factors which influence to the business.
1.4 Research methodology
Research methodology is the creative strategy that assist to identify appropriate tool and
techniques for the investigation. Therefore, it can be stated that it is important chapter in which
research will be conducted in systematic way. It plays vital role in the research through
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appropriate results will be gain (Gast and Ledford, 2014). Further, there are several parameters
exists that assists to create effective results at workplace such as research approach, research
design, research philosophies, data collection, sampling, etc. Research study is the important
perspective that assists to collect relevant data in the proper manner. There are two types of
research strategy exists such as qualitative and quantitative. It is totally depends on the objectives
of the investigation in which objectives analysis with identifying impact of brand image on
customer perception. Qualitative research strategy have been determines through investigator
able to collect relevant information about the topic (Panneerselvam, 2014).
Research approach is also important aspect that assists to analysis information for the
topic. There are two kinds of research approaches exists such as inductive and deductive. In
respect to carry the present research approach, aims and objectives determines on the brand
image towards the customer choice (Smith, 2015). Hence, relevant information ascertain at
workplace through inductive approach. Research philosophy is the major perspective that assists
to investigator for enhance value, belief, assumptions, etc. towards the topic. There are two types
of research philosophy ascertain at workplace such as interpretivism and positivism. In order to
carry interpretivism philosophy, every single information reflected for the several concepts.
Therefore, in the investigation philosophy has been carry for collecting relevant information
(Silverman, 2016).
Research design is the important perspective of the research methodology. It assists to
identify appropriate results for the topic. There are two kinds of design exists such as descriptive
and exploratory. In respect to carry exploratory research design, new ideas and thought will be
discovered at workplace (Flick, 2015). Beside this, descriptive research design also explores and
explains individual, group and situation in the creative aspect. In the present research,
exploratory research design has been develops to collect relevant data at workplace. In respect to
determines data collection sources, primary and secondary data also gathered from survey,
questionnaire, interview, etc. Further, secondary data will be gather from articles, journals,
newspapers, magazines, previous research, etc. With the help of this method, the researcher
could evaluate effective outcomes and results with implementing thematic analysis. In respect to
carry sampling, simple random sampling method has been develops in which 20 customers are
taken at workplace (Mackey and Gass, 2015).
Action plan
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Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Formulation of research proposal
Preparing aim and objectives
Writing background research study
Assortment of suitable research
methodologies
Data collection by using primary and
secondary sources
Examination of the collected data
Interpretation of collected
information to generate expected
results
Conclusion and recommendations
Submission of draft report
Modifications as per the feedback
comments
Final Submission
In the present research, there are several activities has been planned that assists to carry
effective program at workplace. For example, preparation of the proposal, aims and objectives,
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assess background study, collection of the data, examination, interpret, conclusion and
recommendation, submission, etc. Each activity and task need to implement proper modifications
and follow rules so that research will be develops in systematic perspective. Each task need to be
complete on time so that proper modifications will be ascertain in systematic perspective. With
the help of assessment of the suitable research methodology, appropriate program will be
develop at workplace that assists to meet with effective results at workplace. However,
modifications also considered as per the given comment of the tutor which take around 2 weeks
to solve issues and problems.
1.5 Structure of the project
CHAPTER 2 LITERATURE REVIEW
2.1 Introduction
In respect to carry the research, different authors given their views and ideas towards the
project. It assists to develop effectiveness and ascertain positive outcomes at workplace. On the
keywords such as brand image, consumer behaviour, customer perception, etc. review of the
authors ascertain that assists to meet with goals and objectives at workplace. In addition to this, it
assists to solve issues and problems that are face in the present research.
2.1 Literature review
Brand image and its effectiveness to the organisation
As per the view of Schivinski and Dabrowski, (2015), brand image is the major aspect in
which there are several factors exists in front of the business for developing outcomes. It
includes consumer behaviour, perception, decision making process, etc. elements that assists to
attract several people at workplace. It is the systematic process that helps to create effectiveness
of the enterprise. However, the business unable to create their brand image without assess needs
and demand of the customers. It is significant for the chosen organisation to develop their
outcomes at workplace. In simple perspective, it could be stated that brand image is the
perception and thinking process of individual and customers at workplace. In the contradicting
perception, Hayran and Gürhan-Canli, (2016) argued that brand image defines as the impression
of the goods and services on customers to target them in effective manner. There are several
factors exists which impact on the business activities. Different services, products quality, prices,
distribution, promotion, etc. When the enterprise going to produce products and services, they
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need to assess the customers demand and needs towards high level efficiency. According to the
point of Ismail and Melewar, (2015), brand image is the effective element that help to implement
accurate data in order to understand relationship with customer perception. There are several
thoughts exist that considered for increasing establishment of voice, focus on the quality and aim
for name recall. All these elements are requires putting together to relaying in positive brand
image.
According to the point of Wang, Huang and Hsieh, (2015), after sales services, the
organisation need to provide customers comments so that they can identify issues and problems
that are face by customers at workplace. It highly impacts on the brand image of the business.
There are various customers that are not satisfied with organisation goods and services.
Therefore, customer get opportunities to leave comment towards the digital platform so that it
solve problems and create positive impact on the brand image. On the other hand, Wang, Huang
and Hsieh, (2015) explored their views and said that young generation is the highly influence
customers target that assists to attracted towards the products and services at workplace. In this
context, society will get benefits to ascertain effective results and outcomes that make creative
functions. Young generation people are more attracted towards the products and services so that
brand image will be develops to maintain performances of the business. Beside this, people also
think that branded products have good quality so that these stable for long time. It is the main
reason in which the organisation need to maintains their brand image in the society for selling of
their products and services.
Customer behaviour and their choices
As per the point of Hayran and Gürhan-Canli, (2016), main aim of the organisation is to
earn high amount of profits and revenue at workplace. It could be achieved through selling large
amount of products and services in the market. It could be achieved to create and maintain brand
image in customers minds. Therefore, it assists to develop more profits and revenue at
workplace. When the organisation want to earn more money, they need to assess and evaluates
behaviour and choice of the customers. Therefore, it has been identified that individuals are
ultimate customers who wants to buy goods of the enterprise. Hence, they require focus on
customer desires and choices. However, Ismail and Melewar, (2015) stated that consumer
behaviour is the psychological concept that assists to create effectiveness which are related with
feelings, emotions, mentality, etc. Process of the customer purchasing is the first stage in which
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customer are buying particular products and services that create effective results at workplace.
Alternative sources to cater the needs and wants determines in the proper manner to select the
brand for high satisfaction level. When the customers' analysis alternative options, they need to
considered behavioural factors such as perception, motivation, etc.
On the other hand, Wang, Huang and Hsieh, (2015) stated that customer behaviour
determines study towards the decisions which assists to make proper functions and operations for
products and services. In this way, several factors included which could be impact on the
marketing mix decisions in the business. Hence, the business need to able understand behaviour
and desire to serve opportunities at workplace. Beside customer behaviour significant role has
been ascertained for the old customers. In addition to this, Leung Ng and Luk, (2013) generated
their view to understand behaviour which play important role at workplace. In this regard,
different products are purchasing by them to make effective results and outcomes in the business
unit. Customers demanding towards the several specific features and specifications in the goods
so that they can develop their results in positive aspect. Customers are not like to switch towards
the other brand so that business need to understand behaviour of their buyer to cater needs in
effective manner. However, Smith, (2015) stated that customer perception is the important
element that influence to the consumer behaviour. Perception of consumers determines large
impact on products and services. Hence, it also impacts on the buying behaviour of people. For
instance, influencing perception, reaching consumers, etc.
Factors which influence to the customer perception and their choice
As per the view of Schivinski and Dabrowski, (2015), customer perception is the creative
aspect in which several brands which prefer by the customers towards the different perspective
for selling products and services. Each individual possess different perception that are created as
per the factor such as social life, family background, business environment, etc. These factors
has greater impact on the perception and behaviour which influence to buying behaviour of the
customers. It has been assessed that customer satisfaction is the important key factor towards the
perception. When high level of satisfaction exist, it could be impact on the positive outcomes of
the company. In addition to this, Hayran and Gürhan-Canli, (2016) also stated that with the help
of high level of satisfaction, venture able to retain their target market easily. If the enterprise not
able to cater effective results at workplace, they are unable to switch towards the different brand.
Therefore, it has been assessed that competitors are another crucial element which could be
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