Dissertation: Brand Impact on Consumer Decision Making Process

This dissertation examines the impact of brand image on consumer decision-making processes, focusing on the telecommunications industry in Ghana, with Hutchinson Global Communication as a case study. The research investigates the relationship between brand image, consumer behavior, and purchasing decisions. It explores the influence of brand name and image on consumer attitudes and behavioral intentions. The study employs a mixed-methods approach, including literature review, surveys, and data analysis using bar graphs and tables. The dissertation analyzes the background of the research, research questions, and hypothesis, and provides recommendations for improving brand image and consumer influence. The dissertation also covers the methodologies including the research philosophy, approach, design, strategy, sampling, and data analysis techniques. The findings are presented with conclusions, linking them to the objectives of the study, and offering recommendations for the company. Limitations and scope for future research are also discussed. The dissertation is a comprehensive study of how brand image affects consumer choices in the telecommunications sector.

Running head: DISSERTATION
Impact of a Brand on Consumer Decision Making Process- Case
study of Hutchinson Global Communication
Name of the Student
Name of the University
Author Note

1DISSERTATION
Abstract
The recent times have shown that major changes needs to be done
in the strategies of marketing by the company so that the image of
the brand can create a positive impact on the consumers. This will
also allow the companies to be successful and sustainable in the
market so that they can increase its level of profits in the market as
well. The primary purpose of the research was to understand the
impact of the image of the brands that are provided by the company
that helps in creating a positive or negative impact on the buying
behaviour of the consumers in the telecommunication industry in the
Ghanaian province.
The objectives of the study was to establish a link between the brand
name and the image of the brand on the buying behaviour of the
consumers so that Hutchinson Global Company can be able to
increase its sales in the country. The study was limited to a particular
place, as it was not possible to cover all the problems that are being
faced by the entire country. The behaviour of the consumers have
been discussed through the various concepts and models so that it
can help in understanding the impact of the image of the brand on it.
The brand image of the company has also been described through
the different attributes that are present in the brands so that it can

2DISSERTATION
help in establishing a link between the brand image and the buying
behaviour of the consumers.
The methodology section contains all the necessary tools that has
been taken up in the study along with proper justification so that it
can help the research to be conducted in a proper manner. The
analysis has been done with the help of bar graphs and tables that
helped in establishing the relationship between the brand image and
the purchasing behaviour of the consumers. The last chapter
contains the recommendations that the company needs to do so that
it can improve its brand image in the market and the consumers can
be influenced in purchasing the products from the market as well.

3DISSERTATION
Acknowledgement
I would also like to take this opportunity to thank my professor
without whose, constant support and guidance, the research would
not have been possible.
Firstly, I would like to thank God the Almighty in giving me the
strength and courage without which I could not have completed the
entire study. Secondly, I would like to thank my family and relatives
who gave me constant support mentally and physically so that I can
complete the study on time. Lastly, I would like to give thanks to my
peers and the friends who have helped me in providing the
appropriate information throughout the project and helped me in
doing the in-depth analysis of the research. Without their proper
guidance, it is impossible for me to complete the project.
Thanks and Regards,
Yours Sincerely,

4DISSERTATION
Table of Contents
Introduction...................................................................................................7
1.1: Background of the research...........................................................8
1.2: Aim and objectives of the research.............................................10
1.3: Research Questions......................................................................10
1.4: Research Hypothesis....................................................................11
1.5: Research Rationale.......................................................................11
Chapter 2: Literature Review...................................................................13
2.1: Brand image....................................................................................13
2.2: Brand identity..................................................................................15
2.3: Brand image and consumer behaviour.......................................17
2.4: Impact of brand image on consumer attitude (CBBE).............18
2.5: Impact of brand image on behavioural intention of consumers
..................................................................................................................21
2.6: Brand loyalty...................................................................................23
2.7: Brand name.....................................................................................24
2.8: Consumer behaviour.....................................................................25
2.9: Complex buying behaviour...........................................................27
2.10: Consumer decision making........................................................29

5DISSERTATION
Chapter 3: Research Methodology.........................................................32
3.1: Introduction.....................................................................................32
3.2: Outline of the research..................................................................32
3.3: Research philosophy.....................................................................33
3.3.1: Justification..............................................................................34
3.4: Research approach.......................................................................35
3.4.1: Justification..............................................................................36
3.5: Research design............................................................................36
3.5.1: Justification..............................................................................37
3.6: Research strategy..........................................................................37
3.6.1: Justification..............................................................................38
3.7: Sampling technique and sample size.........................................38
3.7.1: Justification..............................................................................39
3.8: Data collection technique..............................................................39
3.9: Data analysis technique................................................................40
3.10: Ethical consideration...................................................................41
Chapter 4: Analysis and Findings.................................................................42
Chapter 5: Conclusion and Recommendation......................................92
5.1: Conclusion.......................................................................................92

6DISSERTATION
5.2: Linking with the objectives............................................................92
5.3: Recommendations.........................................................................95
5.4: Limitation of the research.............................................................98
5.5: Scope for future research.............................................................98
Reference List..........................................................................................100
Appendices...............................................................................................107
Appendix 1: Survey questionnaires for consumers........................107

7DISSERTATION
Introduction
In the present century, it can be seen that the companies need
to take up proper strategies in marketing so that it can result in
advertising their brands in a proper manner. It will also result in the
brand being sustainable in the competitive market. The consumers in
the recent times purchases the products and services from the
particular brands in a continuous manner, if it helps in satisfying their
needs and demands. Most of the companies that are surviving in the
market are due to the amount of information that is being transferred
to the consumers regarding the products that will help in making the
purchases (Lyonski and Durvasula 2013). The information about the
products that are available in the market will also help the companies
in building a better relationship with the customers. The different
marketing activities that are taken up by the companies will help in
stimulating the customers in purchasing the respective brands from
the market. This will result in the increment of the sale of the
products of the brand so that the brand equity of the company can be
increased as well (Hutter et al. 2013).
The studies that were conducted has shown that the brand
equity can be measured through the viewpoint of the company as
well as the customers. Most of the researcher are of the opinion that
this belief is more of a subjective perception so that the level of

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satisfaction can be assessed along with the important role that the
brand of the company plays on the brand equity. The decisions that
are taken by the consumption in consuming the brands are
dependent on the features and the attributes that are present in the
products, which helps them in understanding the brand image in a
better manner (Solomon et al. 2014).
1.1: Background of the research
According to Huang and Sarigollu (2014), the recent changes
in the life style of the consumers have created an impact on the view
and processing of the information regarding the brand image so that
it can act as an important factor in taking the decisions regarding the
purchasing of the product. Singh (2013) was of the view that it has
been seen that most of the researchers have viewed the brand equity
that can be assessed in relation to the market share that the products
have in the market. The financial and the non-financial performances
of the company are the important factors that help in evaluating the
brand equity.
Epstein and Buhovac (2014) were of the view that the
companies in the recent environment has been appointing separate
managers so that it can enable them in building up the image of the
company in the market. The role of the managers is that they play an
intermediary part between the image of the company and the

9DISSERTATION
customers so that it can persuade the consumers in purchasing the
products. The level of competition that is present in the market allows
the consumers in gaining full liberty so that they can gather the
information of the particular products and services before they can
make the final purchase. Vigneron and Johnson (2017) stated that
the company also takes up different promotional activities so that it
can help them in associating with the customers and allow them in
gaining a better information regarding the attributes and features that
are present within the brand. This helps the companies in increasing
the level of attraction of the customers towards the company.
Hutchinson Global Communications Limited is a company based in
Hong Kong and is an internet service provider company. The
company is a conglomeration of CK Hutchison Holdings, which is
also located in the same province. It was one of the primary investors
in fibre-optic networks in Hong Kong so that it can provide efficient
services to the customers. In the year 2003, it was seen that there
was a deregulation in the telecommunication market that was present
in Hong Kong and one of the major competitor of the company was
PCCW that was owned by Richard Li, younger son of Hutchinson
Whampoa chairman Li Ka-Shing. This led to many problems within
the internal affairs of the company, as the competitor was within the
family that escalated the issue to a great extent.

10DISSERTATION
According to Singh (2013), it was seen that most of the
products that were being offered by the company to the people were
being rejected, which had affected the image of the brand to a great
extent. This has also affected the operations of the company on an
international basis as well. The company had been performing well in
the past years with respect to the services that they were providing.
But in the recent times, it can be seen that the global image of the
company has also fallen due to the high price of the services, which
has resulted in the shift of the customers towards other brands.
1.2: Aim and objectives of the research
The main objective of the research will be as follows:
 To understand the impact of branding on the process of
decision-making of the customers with respect to
telecommunication industry in Ghana
 To understand the correlation between the purchases and the
perception of the brand within the consumers
 To evaluate the impact that brand name creates on the
purchase decision of the consumers
1.3: Research Questions
The research will be based on the following questions:

11DISSERTATION
1. What is the impact of branding on the decision-making
process of the consumers?
2. What is the correlation between the purchase and the brand
perception among the consumers?
3. What impact does brand name create on the purchase
decision of the consumers?
1.4: Research Hypothesis
The process of research will be based on the following
hypothesis:
H0- The decision-making process of the consumers do not have an
impact on the branding of the company
H1- The decision-making process of the consumers have an impact
on the branding of the company
1.5: Research Rationale
The research that has been conducted has helped the
company in finding out the loopholes that are present in the
organization, which affects the decision making capacity of the
consumers. The study on the decisions that needs to be done by the
consumers will help the company in getting a better knowledge
regarding the problems that are present so that it can be solved,
which will result in generating better rate of returns for the company.