Research Proposal: Brand Logos Influence on Consumer Buying Behaviour

This research proposal investigates the impact of brand logos on consumer buying behavior. It begins with research questions exploring the relationship between brand logo dimensions and consumer purchasing patterns, the factors influencing consumer perception, and potential strategies to improve brand logos. The proposal outlines the problem statement, emphasizing the significant influence of brand logos in marketing strategies and consumer decision-making. The background section highlights the importance of understanding consumer perception and its variability, along with the evolution of branding. The methodology section details a mixed-methods design, combining qualitative interviews and quantitative surveys to gather data. The study aims to identify the differentiating dimensions of brand logos that affect consumer behavior, analyze influencing factors, and recommend improvement strategies. The research design includes questionnaire design, data collection through convenience sampling, and data analysis techniques. The proposal also addresses potential risks and benefits, emphasizing the value for marketers and companies. The informed consent statement ensures participant confidentiality and outlines the research's purpose, risks, benefits, and contact information. The proposal concludes with a list of references supporting the research.

Running head: RESEARCH PROPOSAL AND ETHICS APPLICATION
Research proposal and ethics application
Name of the student:
Name of the University:
Author note:

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Title
The impact of brand logos on consumer buying behaviour. Analysing the brand logos and its
influence upon consumer purchasing pattern.

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Research questions
The following research questions are set up for the particular research paper –
RQ1: How does distinctive dimensions of brand logo impact upon the consumer buying
behaviour?
RQ2: What are the distinctive factors of brand logo that have the maximum amount of impact
upon consumers’ perception of purchasing?
RQ3: How are brand logo and consumer buying behaviour related to each other?
RQ4: What are the probable suggestions that would improve the types of brand logos so as to
influence consumer buying behaviour?
Problem statement
In recent time, companies promote and increase the sales of their products and
services with the help of various marketing strategies. These marketing strategies are
developed form the various components of the products and services that comes during its
manufacturing process. Companies put extra emphasis on consumer’s buying behaviour and
accordingly constructs marketing strategies (). In recent times, brand logos have come up to
be one of the strongest element of a product or service. Henceforth, brand logos have the
capability of influencing consumer buying behaviour to a significant level.
Background
The perception of consumers’ towards a product or service heavily influences their
purchasing decisions. It has been observed that the perception of consumers are varied and
therefore, there are a number of factors that influences the purchasing decision of consumers
(). Companies are always in the process to understand the distinctive consumer purchasing
behaviour so that they could maximise their sale of the products and make an impact of the

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company upon the consumers. There have been various research conducted that analyses the
consumer buying behaviour. However, no concrete relation have been established between
brand logos and consumer buying behaviour.
It is significant to understand that perception of consumers’ is extremely crucial in the
process of decision-making. The perception of consumers’ vary extensively and this
perception is unique to each individual. It is significant to note that consumer’s perception is
heavily dependent upon on individual consumer’s beliefs, emotions, nature and so on.
Marketers recognise these distinctive consumer buying behaviour and accordingly implement
marketing strategies. In recent times, branding have emerged to be one of the significant
element that affects and influences the consumers’ to a significant level.
In contemporary times, companies channel the power of brand logo in order to attract
consumers towards a particular product or service. Brand logo creates a significant impact
upon the consumers buying behaviour as with time, the perception of consumers towards
decision-making have evolved tremendously. According to Erdem (1988), the recognition
and uniqueness of a brand heavily rely upon the visual representation. The visual
representation of a brand have the effective communicative power that speaks to the
consumers (French & Smith, 2013). Now it is significant to understand that at the core of
brand identity lies brand logo or mark. This brand logo have the capacity to not only
represent a particular brand but also represent the company as well.
Methodology and Ethics Application
In order to successfully conduct this research study certain guidelines have to be
followed. In any research study, certain limitations are bound to occur and in order to tackle
these limitations it is significant to analyse the limitations of the research beforehand. Since
for this research study a mixed data collection method shall be used, there may be a

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possibility that the some of the respondents to the survey based interview are biased to the
research topic. In addition to this, the secondary data sources that would be utilised may not
accessible. In order to tackle these limitations a brief outline of limitations regarding the
research shall be constructed beforehand.
Methodology questions
Objectives
 To identify the differentiating dimensions of brand logos that affect the consumer
behaviour of buying.
 To analyse the factors of brand logos that influence the perception of consumers on
buying
 To recommend strategies for improving the types of brand logos so as to influence the
customers.
Aims
The main purpose of the study is to evaluate the impact of customer’s behaviour of
purchasing products. In this context, the study will also address the issue of changing buying
pattern of the customer by the projection of brand logos used by the different organisation.
However, the study aims to investigate the conventional associations of consumers to
analyse the application of the associated while using the elements in brand visual identify
specifically brand logo thereby examining the consumers attribution towards brand
personality.
Research design
The data will be collected using mixed method design where qualitative data will be
collected through interviews and quantitative data will be collected through survey reports. In

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this context, the qualitative data will be associated with an inductive method and abductive
method that will be examined throughout the research study. Based on this research method
the study will be examining various theories on the basis of colours and shape of the brand
logos and their implementation of business. This will imply that deductive approach will be
used for the purpose of research design.
Questionnaire design
The study intends to investigate the relation in between brand characteristics with
both its logo shape as well colour. This chosen factor will be considered for the
understanding the effect on the consumers. The first section of the study will be target the use
of colour used in brand logos. All the participants will be asked to distribute the brand
characteristics traits that is appropriate for the brand represented by the displayed colour.
On the contrary, the second part of the research design will be adapted in relevance to
the shape that could influence the consumer perception on the brand. Hence, the study will be
utilising a two-phase approach wherein the participants will be asked to describe the brand
represented by the variety of colours based on the brand personality scale.
Data collection
The process of sampling will be used as convenience sampling where all the
questionnaires will be collected from various consumer via email. This method will also be
based on homogenous method of sample, as most of the members will have the same
occupation.
Data analysis technique

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The data will be analysed based on the reliability of the results. The data will be
collected over a period of one-week tome where all the secondary and primary data will be
analysed as per the reliability of the data.
Risk
For this particular research study there are no risks related to the participants of the
research or society since it is a business topic that is aimed to understand the consumer
buying behaviour and how it is influenced by the company’s brand logo.
Benefits
With this research study, the researcher shall be able to fulfil the aims and objectives
of the research. In addition to this, the companies in the business market shall be able to
utilise the findings of this research in order to enhance their brand logo and ultimately
influence consumers buying behaviour to a great extent. The marketers shall be benefited
with this research paper since some of the dimensions of brand logo shall be revealed that
would maximise consumers buying decision.
Comparing the risks and benefits it can be observed that the benefits of this research paper
outweighs risks since there are no risks involved in this particular paper. Whereas the benefits
are more in number.
Informed Consent Statement
Information
This particular research paper is related to the subject matter of consumer buying behaviour
and how it is influenced by the brand logo of distinctive companies. The paper analyses the
various dimensions of brand logo in order to understand its relation with consumer buying

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behaviour.
Risks
There are no risks involved for this particular research study as it does have a negative
impact upon the respondents that are involved in the research.
Benefits
The marketers and various companies in the market shall be benefited with this
research study since this study will further enable them to understand the impact of brand
logo on consumer buying behaviour.
Confidentiality
The research procedure endures the confidentiality of all the participants involved in
the research.
Contact
All the respondents shall be contacted for this research study.
Participation
A total number of 25 participants were involved for the survey and a total number two
managers of reputed companies were involved for the interview.
Feedback and Publication
The feedback shall be published by the researcher along with the date of publication
of the research.
Consent
All the participants were made to sign the consent later and no participants were involved in
the research without their consent.

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References
Erdem, T., (1998). An empirical analysis of umbrella branding. Journal of Marketing
Research, 25(1), pp.339-351
French, A., & Smith, G. (2013). Measuring brand association strength: a consumer based
brand equity approach. European Journal of Marketing, 47(8), 1356-1367.