Impact of Brand Personality on Consumer Buying Decisions: A Research

This research proposal investigates the impact of brand personality on consumer buying decisions, specifically focusing on smartphone purchases. The study aims to determine how different dimensions of brand personality, such as sincerity, excitement, and competence, influence consumer behavior. Employing both qualitative and quantitative research methods, including surveys of university students and town residents, the research seeks to understand the relationship between brand personality and consumer choice, considering product involvement as a moderating variable. The analysis will utilize descriptive and inferential statistics to draw conclusions and provide recommendations for marketers regarding brand personality strategies. Ethical considerations, including confidentiality and informed consent, are prioritized throughout the research process. Desklib provides access to this and other solved assignments.

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RESEARCH PROPOSAL ON THE IMPACT OF BRAND PERSONALITY ON BUYING
DECISION
Name
Course
Lecturer
Date

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Contents
Background study........................................................................................................................................3
Research objectives.....................................................................................................................................4
General objective....................................................................................................................................4
Specific objectives...................................................................................................................................4
Research methods.......................................................................................................................................5
Secondary research.................................................................................................................................5
Qualitative research................................................................................................................................5
Quantitative research..............................................................................................................................5
Research analysis and presentation............................................................................................................6
Timelines.....................................................................................................................................................6
Budget.........................................................................................................................................................6
Confidentiality.............................................................................................................................................6
References...................................................................................................................................................8

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Background study
One of the trending modern marketing differentiation strategies in the business world is
the brand personality strategy which enhances business competitiveness. There is an increased
level of competition in our commodity markets, and these have increased the chances and
practice of brand differentiation based on past attributes like for instance price and quality. It has
been easier for business people to produce commodities similar to each other as well as
substituting commodities and therefore posing a challenge a challenge to consumers to make a
decision on which product to go for as they seem to be of same standard, quality and baring
similar characteristics. Due to this factor, it has been difficult for consumers when differentiating
a certain company’s product from a competing company product. (Freling & Lukas,
2005)According to (Aaker, 2009), brand personality is an important intangible asset that plays an
important role when it comes to differentiation of companies or organizational products and
services.
The terms brand, is used to refer to the name, the expression, any unique logo or even a
symbol or combinations of symbols and designs that aid in differentiating different company’s
products and services. (Aaker, 2009). Since human personality and brand personality grow over
a period of time, brand personality can be used as a tool to help customers in expressing
themselves in terms of how they perceive and prefer some brands and commodities to others.
Customers purchase decision is what happens in the mind of potential buyers, and it involves an
evaluation which in turn leads to either choosing to purchase or reject a given product. (Peter et
al., 2009). This concept is significant to all marketers since it helps them in understanding

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customers buying. This is research aimed at experimenting, projecting and explaining the
influence and impact of brand personality on customers purchase decision on commodities. The
study will entail research on one of the smartphone commonly which is one of the highly
competitive products in the market today.
Research objectives
General objective
The main objective of this research was to determine the impact of brand personality on
customers purchase decision to a smartphone in several towns and selected public universities
within the world.
Specific objectives
 To determine the impact brand personality has on customers purchase decision of
smartphone in the world
 To come up with the impact of brand personality sincerity when it comes to purchasing
decision
 To determine the impact of brand personality excitement in regards to customers
purchase decision
 To access the impact of brand personality competence on customers decision
 To investigate the impact of product involvement as a moderating variable on the
relationship that exists between brand personality and customers buying decision
 To demonstrate the relationship that exists between brand personality and consumer
behaviour
 To give recommendation and suggestions in regards to brand personality

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Research methods
Secondary research
This research study is an attempt to explain how brand personality affects a consumer’s decision
to buy a smartphone product. The study is based upon both primary data and secondary data
where primary data has been collected through questionnaire and direct interview methods from
20000 selected public university students and 10000 town resident individuals from selected
towns as well. This means a sample of a total of 30000 individuals both male and female has
been considered for this study. Moreover, the study will also employ the use of secondary data
from websites, company magazines and periodicals, books, journals and published sources.
Qualitative research
The research shall employ a mixed descriptive and explanatory research design to help on the
explanation for the brand personality regarding the customers buying decision on the smartphone
commodity. Since there is never a perfect design to come up with exact results as argued by
(Sekaran & Bougie, 2009), we shall use the two mentioned design whereby the descriptive
design is an opportunity to use both quantitative and qualitative data to discover the
characteristics of the population and phenomena we are studying. (Saunders & Thronhill, 2009).
Quantitative research
On the other hand, the explanatory research design will be appropriate to explain the nature of
the relationships and also investigate the cause-effect relationships that exist between the
variables. In our study, the target population will be a public university student and randomly
selected individuals residing in identified large towns selected on the basis of their sizes and
accreditation status. For the sampling of the target population, we shall employ both the
purposive and stratified random sampling methods to come up with sample size which should
approximate of 30000 individuals. In the case of data collection, a semi-structured questionnaire

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shall be the most efficient instrument to collect primary data. We shall also use the direct
interview method as substituting method to facilitate the collection of both qualitative and
quantitative data.
Research analysis and presentation
For the quantitative data, descriptive and inferential statistics will be used to conduct its analysis.
On the other hand, mean, standard deviation, tables, graphs and percentages will be the
techniques employed to analyze the descriptive data. For quantitative data analysis, the study
shall make use of content analysis model which entails grouping of common themes together to
draw an inference from the results. (Cooper & Emary, 2008)
Timelines
The study will take an average period of 3-4 weeks for the collection of data, analysis and
interpretation then lastly its presentation.
Budget
Due to its complexity, the budget is approximated to be a minimum of 800$ and maximum of
1.3million$. We expect the research shall be conducted in the most economical way possible to
accommodate our budget limits. More cost is allocated to the actual study and data analysis.
Confidentiality
The study has and will consider all the ethical consideration, both before and after the study to
ensure full compliance of confidentiality. We shall ensure to seek to obtain informed consent
from all the target respondents before they can answer interview questions and complete the set
questionnaires. We as well approached all the relevant bodies before the study and fulfilled all

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measures and conditions pertaining collecting confidential matters relating to our study and
research.

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References
Aaker, J.L., 2009. Dimensions of brand personality. Journal of marketing research, 34(21), pp.347-56.
Cooper, D.R. & Emery, C.W., 2008. Business Research Methods. 5th ed. Chicago: Irwin Publishers.
Freling , T.H. & Lukas, F.P., 2005. An empirical analysis of the brand personality effect. journal of
products and brand management, 14(7), pp.404-13.
Peter, P.J., Jerry, O.O. & Klaus, G.G., 2009. Consumer behaviour and marketing strategy. London:
McGraw.
Saunders, L.M. & Thornhill, A., 2009. Research methods for business. Harlow: Prentice Hall Thornhill.
Sekaran , U. & Bougie, R., 2009. Research methods for business. London: Wiley publication.