A Dissertation on the Impact of Brand Image on Customer Perception

This dissertation investigates the impact of brand image on customer perception, focusing on the case of Marks and Spencer. The research explores various techniques for improving brand image and factors influencing customer behavior. It uses qualitative research methods, including interviews with customers, to analyze the relationship between brand image and customer choice. The study addresses research questions regarding the meaning of brand image, customer behavior, and strategies to enhance brand image. The literature review examines the significance of brand image, defining it as the customer's current view of a company and a set of beliefs about a brand. The dissertation delves into the factors that shape customer perception and provides recommendations for businesses to effectively manage their brand image and improve customer satisfaction and loyalty. The study also includes sections on research methodology, data analysis, and ethical considerations, offering a comprehensive understanding of the subject matter.

Complete
Dissertation

Abstract
In the present dissertation, researcher has focused on the impact of brand image on the customer
perception. Scholar focused on the various techniques for improving the brand image of the
corporation and various factor which affect customer behaviours. In addition to this, the major
objective of this dissertation is to analyse the impact of brand image on the customer perception.
Thus, scholar have focused on the various themes related to factor of customer behaviour,
techniques for improving brand image etc. In order to address the objective of dissertation,
scholar has used various research methodology methods through which appropriate outcome can
easily obtain. With help of qualitative technique, researcher has collected data about the
customer behaviour with 10 regular customers of the Marks and Spencer.

Table of Contents
Table of Contents
Abstract............................................................................................................................................2
Keywords.........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY...................................................................................................14
Introduction...............................................................................................................................14
Kinds of research.......................................................................................................................14
Research Approach...................................................................................................................15
Research philosophy.................................................................................................................15
Research Design........................................................................................................................16
Data collection..........................................................................................................................17
Sampling..................................................................................................................................18
Data analysis.............................................................................................................................19
Ethical consideration. ...............................................................................................................20
Research Limitation..................................................................................................................21
Validity and reliability..............................................................................................................21
DATA ANALYSIS........................................................................................................................22
Introduction...............................................................................................................................22
Data Analysis and Interpretations.............................................................................................25
CONCLUSION AND RECOMMENDATION.............................................................................43
REFERENCES..............................................................................................................................49

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TITLE OF DISSERTATION
“To asses the impact of brand image on the customer perception: A case study of Marks and
Spencer”
Keywords
 Brand image
 Customer behaviour
 Customer perception
 Techniques for improving brand image
 Research methodology
 Investigation
INTRODUCTION
In the present era, there are huge competition in the market and every business
organisation requires developing its own competitive advantage. In order to gain effective brand
image and profitability, firms develop effective strategy and tactics. Customer choice and
perception plays a very crucial role in the business enterprise because entire success and growth
of the firm is largely depends upon the customers. If company does not succeed to fulfil the
needs and requirement of buyers then it will not survive for long term in the market. Customer
behaviour is the study of individual, group and organisation (Gioia, Corley and Hamilton, 2013).
This concept can largely effect the several factors as customer behaviour is very dynamic in
nature which can fluctuate according to the different situation and condition. There are several
components which influence to the customer behaviour like demographic, psychological,
sociological, behavioural etc. Customer perception is typically affected by advertising, reviews,
public relation, social media, personal experiences and other channels.
Customers are very important assets for the organisation and entire profitability and
growth of business is largely depends upon the customer satisfaction level. Thus, it is very
important for the firm to keep satisfy customer and deliver product and services accordingly.
Every customer desires the high quality of product and services in the reasonable and affordable
price so company should consider the quality and price factor while deliver commodity in the
market. Thus, it can be said that price, quality, promotion, advertisement et are main element
which influence to the mind and perception of customers. Company should keep maintain the
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customer attraction and fulfil their requirement by design effective strategy and brand. While
customer are fully satisfied with company then its brand image can develop in positive manner.
Brand image is the current view of the customer about the company. It refers to the perception
and thoughts of customer about the company and its product and services. Company should
design the positive, unique and instant brand image by effective brand communication like
advertising, packaging, tools of promotion etc. In order to establish an excellent brand image in
the market, organisation requires maintaining and satisfy customers. In order to design an
excellent brand image and satisfy customer needs company offers effective quality of product
and services in the affordable and fair prices In the following dissertation, researcher have main
aim is to assess and explore the impact of brand image on the customer perception with respect
of Marks and Spencer organisation. It is one of the famous retail outlet in the UK which deals
with customer clothing, luxury food product, home ware products etc. Cited venture have main
objective is to deliver the high quality of commodities to customer and attract them in large
manner (Gay, Mills and Iranian, 2011). It wanted to gain the highest profitability and market
share. Company have currently 959 stores across the UK and it has also 615 stores which sell
food products only. The following dissertation provides the depth knowledge and understanding
about the brand image and its impact on the customer perception. In order to attain this aim of
research, scholar has used various methods of research methodology. These methods assist
investigator in attainment of business objective and obtain an appropriate outcome.
Rationale of the study
In order to conduct the research, there are various reason which affect the mind of
scholar. In this manner, scholar interest and curiosity is one of the major reason by which scholar
have chosen the topic impact of brand image on the customer choice as the dissertation topic.
Investigator have well knowledge and understanding about this topic so as he/she has selected
this topic as dissertation topic. One major reason for select this topic is that researcher have
sufficient data and information about this topic. In addition to this, investigator have detailed
information about this topic through which he/she has successfully conducted the research on
this topic.
Research issue
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In the present era, in the market there are very huge competition because there are large
numbers of firms which offers the similar product and services in affordable prices. Thus, for
customers there are large numbers of alternation and choices in the market through which they
can switch the brands. In addition to this, in the present time there are various options of the
advertisement and promotion like television, radio, print media, online channels like social
media etc. With assistance of these channels company can develop its brand image in the mind
of customers. If company fail to create a brand image in the mind of customer then it will unable
to earn maximum market share and profitability. It can be said that in order to generate the
highest revenue, firm requires to develop effective brand image by use of excellent promotional
strategies. Marks and Spencer requires using such effective tool of promotion through which it
can easily influence customer perception and choice.
Why it is an issue
In order to generate the effective profitability and market share, company requires
maintaining healthy relation with customer. As buyer is main source to generate the income and
profitability. Company can not earn market share if customer are not satisfied. Thus, in the
absence of customer satisfaction, company will not attain its objective. However, customer
behaviour is very sensitive which can affected according to the demand, price, situation, quality
etc. In the present era, there are various competitors available of the Marks and Spencer which
provides similar product and services to customers. Hence, for cited venture it is huge issue to
compete with rival and develop distinctive brand image in the market. All power are in the hand
of customer and brand image can develop only by trust and loyalty. In order to develop strong
brand image in the market, cited venture should require to consider on the quality, prices and
effective promotional strategies. Customer perception and choice can affected by the various
factors and different situation so this is very big issue for the company to maintain their
strategies according to the situation and factors.
Research shed light on
The following research study will consider on the various factors which influence
customer perception and choice related to the product and services. The major aim of this
investigation is to asses the impact of brand image on the customer choice. For this objective,
scholar have considered on the various factors which affect customer choice and also understand
the meaning and concept of brand image of the organisation (Cozby and Bates, 2015) In addition
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to this, scholar has conduct the depth study about the impact of brand image on the customer
choice with respect of Marks and Spencer company. In the literature review part, investigator
have design various themes related to the customer perception and brand image. These themes
provide a detail understanding about the customer behaviour and various factor which affect it.
Furthermore, impact of various components of customer behaviour has been also addressed.
Moreover, impact of brand image on the customer perception has been also described in this
dissertation.
Research Aim
“To assess the impact of brand image on the customer choice: A case study of Marks and
Spencer”
Research Objectives
 To explore the meaning of brand image and its significance
 To understand the concept of customer behaviour and choice
 To assess the factors which affect the customer choice and perception
 To assess the strategies through which brand image can improve.
 To analyse the influence of brand image on the customer choice in the organisation.
Research Question
 What is the meaning and concept of customer behaviour and choice?
 What are the component which affect customer behaviour
 What is the meaning of brand image
 Critically analyse the impact of brand image on the customer choice with respect of
organisation
 What are the ways and strategies through which brand image of company can enhance?
LITERATURE REVIEW
Meaning of brand image and its significance in the corporation
According to the view of Beneke and et. al., (2013) brand image is the current view of the
customers about the company. It refers to the view, perception, thinking of the customers as what
they actually think and perceived about the organisation. It can be defined as a unique bundle of
associations within the minds of target customers. Bringle, Hatcher and Jones, S.G. eds., (2012)
stated that brand image is a set of beliefs which held about the specific brand. In a simple word it
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can be said that brand image is that perception and view of customer by which they set their
mentality. Brand image conveys emotional value and not just a mental image. It is the manner in
which a specific brand is positioned in the market. Brand image convey the emotional value and
not just a mental image. Cozby and Bates, (2015) stated that brand image is the overall
impression about the company in the mind of customers. It has not been created but is
automatically formed in the mind of customer. As per the view of Gioia, Corley and Hamilton,
(2013) brand image development is largely depends upon the company services, product quality,
prices, distribution, promotion etc. While company design or manufacturer the product and
services then it should keep consider these all things because customer attraction is largely
depends upon these elements. While any customer purchase the product and services from the
company then they are also purchasing its image. It is the objective and mental feedback of the
consumer when they buy a product. Company should keep maintain an excellent brand image
because while it is positive and effective then firm can earn profitability and revenue. On the
other hand if company has not maintained effective and positive brand image then its
profitability can negatively affect. Positive brand image is exceeding the customer expectations.
It assists in enhancing the good will and brand value of the organisation. Martínez and del
Bosque, (2013) stated that brand image is an intangible perceived, qualitative inference or
summation of the consumer's combined intellectual and sentient value of a brand, derived,
formulated and experienced through myriad manufactured. The brand image is a unique set of
association in the mind of customers related to what the brand stands for as well as the implied
promises the brand makes. It reflects the internal and external characteristics of the organisation.
It also sums of the tangible and intangible assets.
As per the view of Nayar, (2012) in the present era, generation is quite impressionable
and they attracted toward those products and services which have excellent good will and brand
in the market. This is a simply an impression or an imprint of the brand developed over a period
in the customer's mentality. People likes to purchase that product and services which have great
promotion in the market. Thus, it can be said that image of the brand can established by the
component that determines the product sales. The image of the company can enhance while its
sale and profitability continuously increased in the market. In addition to this it can be set that
company brand image can designed when its sales increased in the market and more customers
attracted toward the particular product and services. While customer effectively satisfied from
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the company's product and services then they automatically introduce that commodity to the
other relative, friends and family member. Kassim and Asiah Abdullah, (2010) stated that the
view and perception of the customer toward the particular brand is in direct relation to the image
of the company. Also he said that only brand image can attract the customer toward the product
and services because first impression of the company is its brand image in the market.
As per the view of Pan, Sheng and Xie, (2012) it is very important for the organisation to
develop a strong and positive brand image in the market. As the entire profitability of the
company is largely depends upon the positive and strong brand image. In the market, if
corporation have positive good will then customer does not need to think much at the time of
purchasing the product and services. Thus, it can be said that positive brand image can make the
decision process easier and it makes effective confidence level among the customers. With
assistance of positive and strong brand, customer's confidence level has been improved and they
can easily purchase the product and services without think too much. Thus, it can be said that
positive brand image plays a very crucial role in the company by which it can generate the
effective revenue and profitability in the market. Brand image is not only the source to generate
the maximum profitability but it is the way through which company have ability to explore its
success with respect to business expansion. If company have strong and positive brand image in
the market then customer can automatically attract toward the organisation. Customer perceived
that if company have impressive good will then its quality will obviously good. In this manner,
customer automatically ready to pay the high amount of the product and services. Moreover,
impressive brand image of the company can generate its own competitive advantage in the
market. With help of impressive brand image, corporation can distinguish itself from its rivals.
Thus, it can be said that brand image assists to firm in distinguishing itself from the other
available competitors in the market.
Concept of customer behaviour and choice
As per the view of Paul and Rana, (2012) in order to earn maximum profitability and
brand image, customer is very essential role in the company. A consumer is a person or
organisation that is specially targeted to sell a product and services of the organisation. It can be
said that consumer is a person who have willingness to purchase and consume the commodity
which is produced by company. Consumer behaviour is a physiological concept which is related
to the feeling, emotion, mentality, thinking of customer. In the consumer purchasing process
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firstly they start with recognising the demand about the particular commodity. Once the demand
are identified then they find a way for solving these needs. In this stage, they make the plan
whether they should buy or not buy the certain commodity. After searching another alternative,
they choose the final product which will give them effective satisfaction level. As customer
needs are satisfied then profitability of firm will generate. In order to attain the business
objective and design impressive brand image in the market, organisation requires understanding
the actual needs and wants of customer and make efforts to fulfil them. Customer choice and
perception is that attribute which can change according to demand and situation. Customer
behaviour is the study of individual, group and organisation. It is concerned with the social and
economic impacts that purchasing and consumption behaviour has to both the individual
consumer and on broader society. In the contradicting view Nayar, (2012) stated that customer
behaviour is the study of how people makes decision about to purchase the product and services.
While customer takes the decision to buy the items in the market then their decision may largely
affected by various components. Customer behaviour can help companies to determine
opportunities that are not currently met. In order to attain the highest success and profitability in
the market, it is very important for company to understand the customer behaviour in an effective
manner. Company should delivers such product and services which can easily satisfied their
needs about the commodity. In the contradicting view of Beneke and et. al., (2013) consumer are
actor ion the marketplace because all organisations either in retail, hospitality, farming, travel
and tourism or any other are largely depends upon them. Consumer behaviours plays a very
significant role in the market because if they are effective satisfy and happy with company then
firm will earn profitability and market share. On the other hand if consumer does not properly
satisfy along with commodity then firm will lack to earn profitability. In a simple word it can be
said that consumer behaviour is a study that what he/she perceived from the market about the
product and services. Corporation which produce the goods and services have to consider
consumer behaviour and their demand about the particular commodity. In order to get an
effective success and growth in the market, company requires analysing the actual behaviour of
customer about the commodity. If company does not understand the behaviour of customer then
it will unable to earn profitability.
Factors which affect customer choice and perception
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As per the view of Cozby and Bates, (2015) customer is a king of the market through
which company gains an effective profitability and market share. It is very necessary for
company to make consumer satisfied for earn profitability. Once customer are effective satisfied
then it is become easy to develop impressive brand image in the market. On the other hand if
customer does not satisfy then company can easily replace by the other competitor. In order to
get an effective success in the market, firm should conduct an effective analysis of consumer
behaviour and identify the actual demand of the regarding product and services. By effective
analysis of the customer demand, corporation can easily gain the large customer attraction. This
is the best strategy to earn the profitability and design own brand image in the market. However,
consumer behaviour is very difficult to understand for the company because it changes according
to the different situation and demand of customer. While company analyse customer behaviour
then it has to understand the various component which influence them.
As per the view of Gioia, Corley and Hamilton, (2013) consumer behaviour is largely
affected by the various components such culture, social, personal, psychological etc. Company
should effectively understand these component while it produce and distributes any goods and
services in the market. Kitchin and Tate, (2013) said that culture is one of the major factor which
affect the consumer behaviour. It is very complex belief of human behaviour which includes the
human society their value, beliefs, perception, preferences etc. While customer purchase any
commodity then its culture always reflect his behaviour and demand. Sub culture is a group of
the individual who share the same value, custom and tradition. The religion, racial group share
the same geographical location. Customer nationality, racial and tradition can affect their
mentality and deicide about to purchasing the commodity. On the other hand Martínez and del
Bosque, (2013) stated that personal factor is another major component which affect customer
behaviour. In the personal factor includes age, life cycle, occupation, life style, financial and
economic situation, personality, self concept etc. Customer age, education, occupation and life
style can largely affect the demand of the customer about the commodity. For instance, a well
educated and rich person prefer to purchase the branded clothes because they perceive that
impressive brand can give them effective satisfaction level as compare to local brand. In the
contradicting view Pan, Sheng and Xie, (2012) stated that psychological factor is another major
element which affect the customer behaviour. In this factor includes motivation, perception,
learning, experience, attitude, beliefs etc. In this manner, motivation is an internal need of
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