Branding Impact on Consumer Behavior Project

This document presents a comprehensive research project proposal focused on analyzing the impact of branding on consumer purchasing behavior, using Apple as a case study. The project includes a literature review that explores the meaning and importance of branding, consumer buying behavior processes, and factors affecting brand image. It also outlines a research design proposal, detailing the research question, objectives, methodology, data collection, and analysis techniques. The proposal employs an inductive approach and interpretivism philosophy, utilizing a survey strategy to gather data. The project aims to provide insights into how branding influences consumer decisions and offers recommendations for improving brand image.

Business proposal

Table of Contents
ASSIGNMENT 1: RESEARCH EVIDENCE REVIEW ...............................................................1
Introduction.................................................................................................................................1
Meaning and importance of branding.........................................................................................1
Consumer buying behaviour process..........................................................................................2
Factor which affect buying decision of buyers ..........................................................................3
To analyse the impact of branding on buying behaviour of the consumer.................................1
Factors affect the brand image of company................................................................................2
Conclusion ..................................................................................................................................2
ASSIGNMENT 2: RESEARCH DESIGN PROPOSAL ................................................................3
RESEARCH TITLE.........................................................................................................................3
RESEARCH QUESTION................................................................................................................3
RESEARCH OBJECTIVES ...........................................................................................................3
BACKGROUND OF THE RESEARCH PROPOSAL...................................................................3
Background of the study.............................................................................................................3
Problem statement.......................................................................................................................4
Rationale of the study .................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................4
Research approach......................................................................................................................4
Research philosophy...................................................................................................................5
Research strategy........................................................................................................................5
Research purpose........................................................................................................................6
Data collection............................................................................................................................6
Sample and sampling .................................................................................................................6
DATA ANALYSIS..........................................................................................................................7
ETHICS, VALIDITY AND RELIABILITY...................................................................................7
GANTT CHART.............................................................................................................................7

REFERENCES................................................................................................................................9
Illustration Index
Illustration 1: Consumer buying behaviour process........................................................................2

ASSIGNMENT 1: RESEARCH EVIDENCE REVIEW
Introduction
Literature review is the section which make use of number of secondary resources in
order to attain the framed aim and objectives of the study. The given chapter plays very
important role in dissertation (Solomon, 2014). This is because, it is with the help of this chapter
only researchers can formulate base for its study. Hence, it is through this way only they tend to
attain the aim and objectives with regard to present study. In the present study also, assistance is
being taken from the different secondary sources such as books, online articles and journals etc.
Meaning and importance of branding
As per the view point of Malik and et.al (2013) Branding is being regarded as the process
of developing and creating the unique image of the product in the mind of respective buyers of
firm. In addition to this, Batra and et.al (2014) have commented that brand is being regarded as
the name which give information to the customers about the company's brand. Romaniuk and
Nenycz-Thiel (2013) have stated that the branding is being regarded as the process of making
use of some image or word with an aim to identify the company. Hence, different authors have
given different definition about branding.
Herein, according to the view point of Fall Diallo and et.al (2013) branding makes the
company recognisable in the eyes of its respective buyers. In this context, it is assessed that
buyers always makes efforts in terms of purchasing the goods and services of that specific
organization which has brand name in market. This is because, it is general behaviour of people
that they always want to pick the best thing. The same type of approach will also being followed
by them when they make efforts in terms of purchasing or buying the goods and services of the
specific organization.
In accordance with the given context, according to the view point of Tuškej, Golob and
Podnar (2013) branding helps in building emotional connection with the customers. In this
regard, it is assessed that purchasing the good gives customers some sort of emotional
experience. Hence, they feel that on purchasing the branded product they have developed some
kind of emotional relationship with the firm. The given thing will tend to force the buyers with
respect to purchase the goods and services of firm on continuous basis. Thus, due to this overall
benefit will be gained by enterprise in the form of increased profits and sales in an effectual way.
Thus, having the brand name through branding process is an effective approach.
1

Consumer buying behaviour process
While purchasing the product, buyers of firm go through with a specific type of
purchasing process. The given process lead to cause direct impact upon the buying behaviour of
buyers.
Herein, according to the view point of Kapferer (2012) the product buying decision
making process starts with the problem or need recognition. Here, at first buyers will recognise
the need with regard to the purchase the specific type of goods and services. In the given phase,
buyers tries to make answer to the question that whether it has the need to purchase the goods
and services of the organization or not. However, after identifying the need with regard to the
specific product, customer move on to the other stage which is of searching the information.
In this context, Mohan, Sivakumaran and Sharma (2013) have commented that
information searching is being regarded as one of the most important phase, because in the given
step only customer will make the decision about the specific company product which it wants to
purchase. Here, with an aim to search the information about the product which buyers wants to
2
Illustration 1: Consumer buying behaviour process
(Source: Schivinski and Dabrowski, 2014)

purchase, brand plays very significant role. It is due to the fact that, when searching the
information buyers always make efforts in terms of fulfilling its need and demands relating to
product by purchasing it from the recognized brand. Hence, the brand image of the company
have significant impact upon the product purchase decision making process of the customers.
However, after assembling the information in the next phase buyers will make evaluation (Khan
and et.al., 2016). Here, with an aim to evaluate the different assembled alternatives, customers
make use of different type of criteria such as product feature, price and brand name of company
etc. These criteria will tend to assist customers towards the right direction and finally they make
efforts in terms of purchasing the goods and services of the specific enterprise in an effectual
way. Hence, it can be said that when purchasing the product, buyers goes through with number
of stages or processes.
Factor which affect buying decision of buyers
There are number of factors are also examined which also lead to cause necessary impact
upon the buying decision of buyers. Herein, Devi Juwaheer, Pudaruth and Monique Emmanuelle
Noyaux (2012) have stated that the product decision making process of customers is affected
through the cultural factor. The culture or the social class where customer belong have influence
upon the purchasing activity of customers. For example, the culture where buyer belong does not
allow them with regard to purchase the goods and services of some other international firm.
Then, in the given circumstance buyer cannot purchase the good from other firm even if it has
good brand image in market.
Besides this, Hartmann and Apaolaza-Ibáñez (2012) have depicted that the product
purchase decision making process is also affected through different personal and social factors.
Social factors includes the recommendations from the friends and family members. For example,
if one of the family member of company have gain some negative experience on purchasing the
product from specific brand in the past, then in the given circumstance it will tend to influence its
other family members also for not purchasing the goods and services from the respective
enterprise. In the similar way, personal factor will also lead to cause significant influence upon
the company. The personal factors include the aspects such as lifestyle, occupation and
personality etc. For example, if buyers prefers to have some luxurious lifestyle then in the given
condition it always tries to make its efforts for purchasing the branded goods and services.
Overall, it can be said that different type of factors have impact upon the customers of company.
3

To analyse the impact of branding on buying behaviour of the consumer
Solomon (2014) defined branding as the process of building trust and loyalty for the
brand image for products and services within the market. The analysis defined the factors as a
significant aspect of promotion product strategy. Brand image and product recognition are the
closely linked aspects for the organizational operations and it helps in creating a well developed
impact on product sales and growth within the market. According to Romaniuk and Nenycz-
Thiel (2013) brand image of the product and service helps in enhancing product recognition in
the market which effectively contributes in enhancing market sales for the products.
The factors influencing buying behaviour of the consumers are wide and dynamic.
Differet needs of the consumers are attained by different and factors and individual needs of
person. According to Kapferer (2012) brand image and promotion are the most significant and
crucial factors which helps companies in enhancing buying behaviour for various products and
services. Khan and et.al., (2016) defined branding as a well developed means of communication
for the consumers to attain a well developed high growth aspects in the economy. It helps in
effectively positing and developing product sales and growth in the economy.
The marketing teams of the companies focuses on creating a positive and well developed
impact on the business growth and development as consumers in the present era focuses of
quality rather than cost. The concept of market orientation has help the companies in attaining
positive and effective results for the growth and development of the business. Hartmann and
Apaolaza-Ibáñez (2012) mentioned that brand strength and association focuses on how a brand is
able to survive in the economy. Brand image is also regarded as a description of the offer of the
company which includes the
symbolic meaning associated customers through specific attributes of the products or services.
For enhancing trust and loyalty by the buyers brand recognition and association is one of the
most significant factors for the business unit.
Brand image and trust according to Batra and et.al., (2014) has created a well developed
impact on business growth and development within the economy. For the same reason
companies invest widely in buying behaviour and emphasis for the buyer. In addition to it
influencing sales through effective positioning is yet another measures which companies adopt
for enhancing brand image for a product or service in the economy. According to Malik and et.al
(2013) smart phone industry has analysed a wide and considerable impact of brand image on
4

consumer buying behaviour. This influences social, personal and psychological factors of an
individual and helps in delivering well defined results for the growth and enactment of the
bushiness (Mohan, Sivakumaran and Sharma, 2013). Brand image in help companies in
developing a well developed means of product recognition and communication for the
consumers. Positive brand image enhances sales for the business while negative brand image
affects the trust and loyalty for the consumers. Hence, the overall analysis of the topic helps in
analysing that the affect of sales and development is high and effective for the business growth
by developing consumer behaviour in favour of product and services offered in the economy.
Factors affect the brand image of company
Different type of factors are also assessed which lead to cause impact upon the brand
image of company. In this regard, Batra and et.al (2014) have stated that ineffective practices
which is being carried out by the firm will also have impact upon the brand image of company.
For example, firm has promised something in its advertisement. Thus, in case if firm will not
comply with its promise at that time it tends to develop the negative image about the brand in
buyers mind. However, Mohan, Sivakumaran and Sharma (2013) have argued that brand image
of company is affected when firm will not provide high quality of goods and services. The firm
which has good brand image in market is expected to provide high quality services to the buyers.
But, if enterprise fail in the given context at that time direct impact of same will be seen in the
sales and profitability related condition.
Conclusion
From the conducted literature review, it can be sated that the branding do have impact
upon the purchase decision making process of buyers. The given thing will lead to have the
major impact upon the sales of company. Furthermore, the respective approach will also lead to
hamper the loyalty of buyers in an effective way.
5

ASSIGNMENT 2: RESEARCH DESIGN PROPOSAL
RESEARCH TITLE
The respective proposal is based on the title of “Analysing the impact of branding on
consumer purchasing behaviour: a case study on Apple”.
RESEARCH QUESTION
 What effect that branding have on the purchasing behaviour of Apple customers?
RESEARCH OBJECTIVES
The main aim of given study is to analyse the impact of branding on the consumer
purchasing behaviour: a case study on Apple.
On the basis of above mentioned aim, following objectives are prepared:
 To explore the meaning and importance of branding
 To assess the factors which tend to influence brand image of company.
 To examine the impact of branding on the buying behaviour of customers.
 To recommend the ways to improve the brand image of Apple.
BACKGROUND OF THE RESEARCH PROPOSAL
Background of the study
There is a fierce competition is being seen in each and every industry, hence mobile
industry is not an exception. The intense competition between the firm tend to force the manager
of enterprise with regard to develop unique and an effective brand image in the mind of the
respective buyers. This is because, if such type of image is not build up them at that time it will
become very difficult for the firms with respect to attract the large number of buyers towards the
enterprise in an effectual way. Hence, due to this the sales and profits of the company will be
impacted in a negative way. According to the view point of Kapferer (2012) branding is being
regarded as the process of developing the unique and distinctive image in the mind of the buyers.
Herein, it can be said that there is an interrelationship is being assessed between branding and
buying behaviour of customers.
In this context, it is examined that the firm which has unique brand image tend to attract
customers towards firm. This is because, it has been seen that customers always tries to associate
themselves with such firms which have popular brand image in market. It is due to the fact that
6

customer tends to relate the popular brand image of the company with the aspects such as
provider of high quality product and the good upon which firm can trust etc. Hence, their
decision to purchase the goods and services of specific firm also depends upon the given context
only. With an aim to carry out the respective study, Apple is selected. It is multinational
technology company which has its headquarter situated in California. The firm design, sale and
develop different consumer electronics. Furthermore, the firm has its presence in more than 17
countries which makes it global brand (Apple, 2016).
Problem statement
Shifting of customer from one brand to another is being regarded as one of the most
critical issue or the problem which is being faced by many companies. Hence, Apple is not an
exceptional case. The respective problem is increasing because of intense competition in the
mobile industry which lead to give many product options to the buyers and hence make influence
upon the product purchase making decision which is being taken by them. In this context, one of
the major problem which is being faced by the manager of Apple that whether branding have
impact upon the product purchase decision making process of customers or not.
Rationale of the study
The main issue which is being faced by the companies is to build positive and unique
image in the mind of their buyers. This is an issue because of changing product purchasing
behaviour of customers (Devi Juwaheer, Pudaruth and Monique Emmanuelle Noyaux, 2012).
Herein, it is examined that nowadays buyers give major preference to the brand when making the
decision to purchase product from any company. Furthermore, the given issue is also being
occurring in front of the manager of Apple because of the occurrence of fierce competition
between the companies. The respective study will shed light on the aspect that whether the
branding have impact on product purchasing activity of buyers or not.
RESEARCH METHODOLOGY
Research approach
Research approach defines the way to conduct the study upon the specific topic
systematically (Meaning of research approach, 2016). In addition to this, it can also be said that
research approach give description about the manner to carry out research upon the specific
topic. The approach is of two type such as inductive and deductive. Herein, deductive approach
7

is applied when researcher is more interested in testing different type of theories which is related
with its selected subject matter. On contrary to this, inductive approach is applied when scholar
is more concerned in generating new theories from the emerging data. Furthermore, the
application with regard to the given approach also depends upon researcher compliance with the
hypothesis (Knobe and Nichols, 2013).
However, in the present study which is related with the topic of analysing the impact of
branding on the purchasing behaviour of Apple customers, inductive approach will be used. The
given technique will assist in establishing the relationship between two different variables such
as branding and purchasing behaviour of Apple buyers.
Research philosophy
It is being consider as one of the most vital part of research. This is because, it provides
assistance to the researcher in the task of gathering data for the study in an effectual manner
(Research philosophy, 2016). The philosophy also help in improving the researcher knowledge
regarding the selected subject matter under study.
The philosophy is being categorises into two categories such as positivism and
interpretivism philosophy. Positivism philosophy is the objective based method in which at first
researcher tend to formulate hypothesis which is later on being tested by it. However, the given
type of thing is not being followed by the researcher in interpretivism philosophy. But, in the
present study interpretivism philosophy will be applied (Broad, 2014). This is because, the given
philosophy will assist in analysing the views and opinions of the researcher in an effectual
manner. Hence, due to this scholar can draw an appropriate conclusion with regard to the study.
Research strategy
Research strategy depict about the manner with the help of which investigation upon the
specific topic will be carried out. Hence, it can be said that it assist in developing the blue print
of the whole study. It is very important for scholar that it must draft an appropriate plan with
regard to the study upon which it is conducting the investigation (Gray, 2013). This is because, it
is through this way only scholar can set its direction towards the right path and henceforth aims
and objectives of the study will be met.
The research strategy is of many types such as case study, ground theory, survey,
experiment and ethnography etc. But, in the present study survey research tactic will be applied.
Here, with the help of given method the problem which is related with the present study will be
8

analysed in an effectual way. Thus, it is through this way only the aim and objectives framed in
the given study will be met.
Research purpose
It entails or specify the reason behind conducting the study upon the specific topic. For
scholar, it is necessary that it must explore the reason of specific type of activities before
reaching on to some conclusion. This is because, the given thing will guide the scholar towards
the right direction. In this regard, it is examined that the research purpose is of three type such as
descriptive, explanatory and exploratory etc (Eriksson and Kovalainen, 2015). Here, exploratory
research design is used when scholar wants to examine the relationship between two different
type of variables. However, when researcher is more interested in conducting detailed analysis
upon the selected topic at that time it makes use of descriptive research design. But, if researcher
wants to assess the cause and effect relationship between the two different variables at that time
explanatory research design seems more suitable. But, in the present study descriptive research
design will be used (Bowling, 2014). This is because, with the help of this in-depth analysis upon
the selected topic will be carried out. It is through this way only, problem which is associated
with the study will be resolved in an effectual manner.
Data collection
Data collection is the manner of assembling the data for the present study. Herein, in the
present study which is related with the topic of analysing the impact of branding on the
purchasing behaviour of Apple customers, both techniques of data collection will be used which
are of primary and secondary (Easterby-Smith, Thorpe and Jackson, 2012). Here, in order to
assemble the primary data for the present study tool such as questionnaire will be used. Herein,
the questions will be framed in such a manner which will help in resolving the framed problem
for the present study in an effectual way. Besides this, for the purpose to collect the secondary
data different methods will be used such as online article, books and journals etc (Rosenberg,
2015).
Sample and sampling
Sample is the subset of whole population and it should reflect the feature of whole
universe (Chinn and Rinehart, 2016). The success of any study totally rely upon the sample
which researcher has used for conducting its study. This is because the selection of wrong
9

sample by scholar will lead to affect the result of the present study. But, with an aim to make the
selection of sample scholar will have to take help from the number of methods (Wellington,
2015). Here, in the present study which is on analysing the impact of branding on the purchasing
behaviour of Apple customers, simple random method will be used. By using the given method
sample of 50 customers will be selected.
DATA ANALYSIS
The task of researcher does not end with the data collection process. This is because, after
accomplishing the given process, scholar will have to make its efforts in terms of analysing the
collected data for the study appropriately (Babbie, 2013). Here, for the purpose to analyse the
collected data with regard to the present study, the technique such as thematic analysis will be
used. In this regard, the gathered respondent's information will be analysed by forming themes.
This will assist scholar in terms of interpreting the responses which is being given by the sample
of the present study in an effective way (Yanow and Schwartz-Shea, 2015).
ETHICS, VALIDITY AND RELIABILITY
For the researcher it is also essential that it should comply with all the ethical principles
and practices while conducting the study. This is because, if researcher will not comply with the
same at that time validity of the conducted study will be questioned by the firm ( Segal, Chipman
and Glaser, 2014). For example, the given thing will be ensured by the researcher that whatever
data which it will collect with regard to the given study will be placed by it in some secure place.
However, in order to protect the collected data, user ID and password will be formed. Hence, it is
through this way researcher can restrict the access of other users in the collected information
regarding the study.
In addition to this, it is also essential for the researcher that it should maintain the validity
and reliability of the assembled information (Hassard and Pym, 2012). Henceforth, with an aim
to ensure the validity of assembled secondary information efforts will be made by scholar with
regard to collect the data from the authenticate sources. In this context, different copyright
website will be taken into consideration in order to gather the information via secondary means.
GANTT CHART
In order to complete the respective study within the given specified time limit, assistance
is being taken from the approach such as Gantt chart which is depicted in below:
10

Task / Duration in week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
To select the specific research
topic
To prepare the research project
Identifying research aim and
objectives for the study
To draft the literature review
section
Preparing research
methodology
Conducting primary research
Data analysis
Evaluating findings
Conclusion and
recommendations
Draft submission
Carrying out changes in
accordance with the feedback
comments
Final Submission of the
research project
11

REFERENCES
Books and journals
Babbie, E., 2013. The basics of social research. Cengage Learning.
Batra, R. and et.al., 2014. Effects of brand local and non-local origin on consumer attitudes in
developing countries. Journal of consumer psychology. 9. pp.83-95.
Bowling, A., 2014. Research methods in health: investigating health and health services.
McGraw-Hill Education (UK).
Broad, C. D., 2014. Religion, philosophy and psychical research: selected essays. Routledge.
Chinn, C. A. and Rinehart, R. W., 2016. Epistemic cognition and philosophy: Developing a new
framework for epistemic cognition. Handbook of epistemic cognition. pp.460-478.
Devi Juwaheer, T., Pudaruth, S. and Monique Emmanuelle Noyaux, M., 2012. Analysing the
impact of green marketing strategies on consumer purchasing patterns in Mauritius. World
Journal of Entrepreneurship, Management and Sustainable Development. 8(1). pp.36-59.
Easterby-Smith, M., Thorpe, R. and Jackson, P. R., 2012. Management research. Sage.
Eriksson, P. and Kovalainen, A., 2015. Qualitative methods in business research. Sage.
Fall Diallo, M. and et.al., 2013. Factors influencing consumer behaviour towards store brands:
evidence from the French market. International Journal of Retail & Distribution
Management. 41(6). pp.422-441.
Gray, D. E., 2013. Doing research in the real world. Sage.
Hartmann, P. and Apaolaza-Ibáñez, V., 2012. Consumer attitude and purchase intention toward
green energy brands: The roles of psychological benefits and environmental concern. Journal
of Business Research. 65(9). pp.1254-1263.
Hassard, J. and Pym, D., 2012. The theory and philosophy of organizations: critical issues and
new perspectives. Routledge.
Kapferer, J. N., 2012. The new strategic brand management: Advanced insights and strategic
thinking. Kogan page publishers.
Khan, S. K. and et.al., 2016. Consumer Behavior towards Buying of Smart Phone A Case of
Jinnah University for Women. The International Journal of Business & Management. 4(1).
pp.226.
Knobe, J. and Nichols, S. eds., 2013. Experimental philosophy (Vol. 2). Oxford University Press.
12

Malik, M. E. and et.al., 2013. Impact of brand image and advertisement on consumer buying
behavior. World Applied Sciences Journal. 23(1). pp.117-122.
Mohan, G., Sivakumaran, B. and Sharma, P., 2013. Impact of store environment on impulse
buying behavior. European Journal of Marketing. 47(10). pp.1711-1732.
Romaniuk, J. and Nenycz-Thiel, M., 2013. Behavioral brand loyalty and consumer brand
associations. Journal of Business Research. 66(1). pp.67-72.
Rosenberg, A., 2015. Philosophy of social science. Westview Press.
Schivinski, B. and Dabrowski, D., 2014. The effect of social media communication on consumer
perceptions of brands. Journal of Marketing Communications. pp.1-26.
Segal, J. W., Chipman, S. F. and Glaser, R., 2014. Thinking and Learning Skills: Volume 1:
Relating Instruction To Research. Routledge.
Solomon, M. R., 2014. Consumer behavior: buying, having, and being. Engelwood Cliffs, NJ:
Prentice Hall.
Tuškej, U., Golob, U. and Podnar, K., 2013. The role of consumer–brand identification in
building brand relationships. Journal of business research. 66(1). pp.53-59.
Wellington, J., 2015. Educational research: Contemporary issues and practical approaches.
Bloomsbury Publishing.
Yanow, D. and Schwartz-Shea, P., 2015. Interpretation and method: Empirical research
methods and the interpretive turn. Routledge.
Online
Apple. 2016. [Online]. Available through: <ww.apple.com>. [Accessed on 27th April 2016].
Meaning of research approach. 2016. [Online]. Available through:
<http://www.idi.ntnu.no/grupper/su/publ/html/totland/ch013.htm>. [Accessed on 27th April
2016].
Research philosophy. 2016. [Online]. Available through: <https://www.google.co.in/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=6&cad=rja&uact=8&ved=0ahUKEwiN6K7C7q7
MAhUMTo4KHcQbB1QQFghEMAU&url=http%3A%2F%2Fwww.ejbrm.com%2Fissue
%2Fdownload.html%3FidArticle
%3D285&usg=AFQjCNEPYkR_yGxXu2WG6YjiDVhElU8jQw>. [Accessed on 27th April
2016].
13

14