Research Project: Branding Influence on Apple and Samsung Consumers

This research project investigates the impact of branding on consumer behaviour within the UK retail sector, focusing on a comparative analysis of Apple and Samsung. The study aims to evaluate how branding influences consumer buying decisions, assessing the importance of branding in the UK retail context and exploring relevant consumer behaviour models and theories. The research employs a qualitative methodology, utilizing an inductive research approach and interpretivism philosophy, with data collected from both primary and secondary sources, including questionnaires. The project examines the influence of brand image on consumer loyalty, and the potential for brand challenges with market fluctuations. The research also outlines ethical considerations and a detailed timeline of research activities, culminating in recommendations for Apple and Samsung to positively influence customer buying behaviour. The project references key literature on branding and consumer behaviour, providing a comprehensive overview of the topic.

Research Project

Research Proposal
Topic: To investigate the impact of branding on consumer behaviour in the context of UK retail
sector: A comparative analysis of Apple and Samsung.
Background of Study
The term Branding is a methodology which provides an identity to the company and its
products as well as services in the market which differentiated it from its rivalry firms. Branding
helps in increasing the value and profitability in total. Company having brand value, helps
consumer in generating perception about quality and feature of products and services it is
providing. Branding acts as a signal which creates relationship between company's product and
emotional perception of customer thereby building customer loyalty. The present report is based
on Impact of branding on consumer buying behaviour for Apple and Samsung related to UK
retail sector. Apple Inc. is an American multinational company of technology which is engaged
in the business of designing, developing and selling of consumer electronics, online services,
computer software etc. Its products such as iPhone smartphones, iPad tablet computer, Mac
personal etc. are high in demand across the world. It is considered as the most trusted and of best
quality by huge number of consumer & is having revenue of US$265.595 till 2018 (Apple Inc,
2019). Samsung Electronics Co. Ltd is a South Korean multinational electronics company,
which is major manufacturer of electronic components like batteries, mobile phones, chips etc.
Research Aims and Objectives
Aim
The aim behind conducting of this research project is to evaluate the impact of branding
on the decision and buying behaviour of consumer with regards to Apple and Samsung.
Objectives
 To assess importance of branding in UK reatil sector.
 To understand models and theories related to consumer buying behavior.
 To study the influence of branding on buying behavior of Apple's and Samsung's
customers.
 To recommend ways to Apple and Samsung in relation to influence customer buying
behaviour positively.

Research Questions
Q.1 Does branding has influence on the decision and buying behaviour of consumer in relation to
Apple and Samsung?
Q.2 Which models and theories are associated with the buying behaviour of Apple and Samsung
customers ?
Rationale of the study
The reason of conducting this research study is to evaluate the impact which branding creates on
the decision and buying behaviour of consumer. It has been undertaken with the objective of
determining the value which brands creates for the company thereby increases the overall
profitability of the company. This research project will describe how branding helps Apple and
Samsung in establishing its image and position in the market place and how it develops brand
trust among its customers. This research will also shed light on the factors which helps consumer
in building of loyalty towards brand value of the company.
Literature Review
As per the view point of Ottman (2017), Branding is considered as a central term which
assist in creating brand image and value to the customer of the company. With the help of brand,
company is able to gain competitive advantage over its rivalry firm. It supports the perception of
customer by building a specific image regarding the quality, feature and characteristics about the
product and services provided by Apple and Samsung. Once the customer is satisfied with the
quality of product, then it will make him repurchase the same brand without reconsidering much
about it and thus builds brand loyalty. On the other side Dinnie (2015), argued that though brand
helps in building customer loyalty, but it is and expensive process too. Designing of a brand is an
expensive process as it involves significant research, naming of the development made, graphic
and symbol designing etc. For maintaining the brand value, company has to incur expenditure on
creating of brand symbol and name. This expenses are initially borne by the company which are
later on charged form the customer by adding to the value of its products and services.
Bruce, Byrne and Myers (2018), has stated that, with the help of brand image and value,
companies are able to protect themselves from tough competition in the market and able to seek
competitive advantages as well. This helps in securing more customer base for company too.

Apple and Samsung are one of the leading manufacturer of mobile phones and other electronics
having brand image and huge customer base. Because of brand, these companies are making
large profits in the market and are global leader. Campelo (2017), has disagreed by saying that if
a particular product or service receives negative feedback than it hampers the overall brand
image of the company, thereby reducing the sales margin and profitability.
As the view point of Resnick and et.al., (2016), branding helps the company in
developing of strong image in the mind of customer. As per the customer perception, branded
products and services contains better and best quality with good characteristics and features.
Branding also creates awareness about the types of products and services provided by Apple and
Samsung amongst its customers. Because of brand value created by Apple and Samsung, it
provides consistency to its business operations in the market place. A satisfied customer will
always prefer to purchase the same product from the market which has provided full satisfaction.
As per the argument of Sheth and Sinha (2015), sometime brand image can become a problem
for the company in case when market condition are fluctuating on continuous basis. If Apple and
Samsung wants to change direction with its own product or want to target new market segment,
already established brand will make it difficult to bring in change in the brand image of the
company
Research Methodology Research type: The research project has been prepared on the basis of qualitative
research type. This method is selected because with the help of qualitative research type
it is easy to explain the topic with use of relevant reasons, opinions, meaning. Qualitative
research is a scientific method which helps in making inquiry, interviews, surveys and
observation by using unstructured data collection method to gather non numerical data.
Qualitative research type has been used by researcher for completing research study
related to assessing the impact of branding of Apple and Samsung on consumer buying
behaviour. Research approach and philosophy: The research approach has two types viz. Inductive
Research Approach deals with generation of new theories emerging during data gathering
process while Deductive research approach is considered as testing and aimed theory. For
completing research project, Inductive approach has been used as it supports developing

theories and identifying themes by making studying of the documents, recordings etc. &
developing of research question. Research philosophy used for this research project is
interpretivism philosophy which lays emphasis on social science which opposes the
concept of natural science. Data collection: A process of collecting, evaluating and analysing information from
available sources so as to answer the research problem questions. Data can be collected
from both Primary and Secondary sources. Primary data is the data which is collected for
first time by the researcher itself. Secondary data deals with collections of data or
information which is already been collected by primary sources and is available in Books,
journals, articles, newspaper and on websites. The researcher has using both sources for
completing its research study. Also, questionnaire has been prepared to collect answered
from the customer. Sampling: A method of collecting relevant sample for making meaningful interpretation.
It can be done in two ways i.e. Probability sampling in which sample is gather from large
population by using probability theory method and Non probability sampling in which
samples are collected in process form not giving equal chance to individual for selected
in population. Purposive sampling technique is used for assessing impact of branding on
buying behaviour of consumer. It helps in identification and selection of information
from customers which has been related to the phenomenon of interest or study topic. Data analysis: Data collected has to be analysed by using correct and proper statistical
tool for making its interpretation for further use. For this research project, Thematic
analysis is considered as best method because it provides different themes which are
prepared on the basis of questionnaire. Research limitations: For conducting this research study, researcher has faced various
accessibility issues related to gathering of data. As a result, researcher has made use of
articles, statements and other information by internet in completing its research study.
The research project is based on qualitative research technique due to short time period.
Sampling method has also been used for completing this research study.

 Ethical considerations: All the ethical aspects, norms and principles has been followed
by the researcher and scholars during the research study. Ethical factors has been used
related to data collection for research and has been rephrased totally. No data or
information used in preparation of research project is fully copied and paste as it is from
the different website. Also, the contest form has been filled correctly and properly by
respondents with the purpose of willingly participation in the research study.
Timeline of Research Activities
Activities Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
Week
11
Week
12
Week
13
Wee
k 14
Topic
Selection
Aims and
Objections
formations
Conducting
Literature
Review
Selection of
Research
Method
Data
Collection
Data Analysis
Discussion

Conclusion
and
Recommendat
ions
Feedback
Modifications
Final
Submission

REFERENCES
Books and Journals
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Bruce, I., Byrne, C. and Myers, H., 2018. Non-profit branding through marketing and
PR. Communicating Causes: Strategic public relations for the non-profit sector.
Campelo, A. ed., 2017. Handbook on place branding and marketing. Edward Elgar Publishing.
Resnick, S. and et.al., 2016. Marketing in SMEs: a “4Ps” self-branding model. International
Journal of Entrepreneurial Behavior & Research. 22(1). pp.155-174.
Sheth, J. N. and Sinha, M., 2015. B2B branding in emerging markets: A sustainability
perspective. Industrial Marketing Management. 51. pp.79-88.
Online
Advantages and Disadvantages of Branding. 2019. [Online]. Available through:
<https://bizfluent.com/info-8475523-advantages-disadvantages-branding.html>.
Apple Inc. 2019. [Online]. Available through: <https://en.wikipedia.org/wiki/Apple_Inc.>.
Impact of branding on Consumer behaviour. 2019. [Online]. Available through:
<https://www.academia.edu/31844025/CONSUMER_BEHAVIOUR_IMPACT_OF_BRAN
DING_ON_CONSUMER_BUYING_BEHAVIOUR_IN_PARTIAL_FULFILLMENT_OF_
THE_AWARD_FOR_THE_DEGREE_OF_MASTER_OF_BUSINESS_ADMINISTRATI
ON_UNDER_THE_GUIDANCE_OF_Faculty_Guide>.