Global Consumer Purchasing Behavior and Branding in Hospitality

This report investigates the critical role of branding in shaping global consumer purchasing behavior, specifically within the hospitality industry. The study explores the impact of branding on consumer decision-making processes, aiming to determine the extent of the relationship between branding activities and consumer acquisition. It delves into the core functions and qualities that branding offers to businesses in managing customer relationships and influencing their choices. The research examines various aspects of branding, including its influence on customer satisfaction, the analysis of consumer buying behavior, and the effectiveness of different branding strategies. The report also addresses the importance of understanding consumer behavior, industry trends, and the significance of a strong brand image in achieving a competitive advantage. Furthermore, the report highlights the need for companies to adapt to changing consumer preferences and implement effective strategies to build and maintain a strong brand presence in the market.

Significance of branding on global
consumer purchasing behaviour- A
study on Hospitality Industry.

ACKNOWLEDGMENT
I would like to convey my sincere thank to my mentors and guides who gave me
direction in finishing the research study. I also want to deliver my gratitude to associates and
other colleagues who have composed with me while gathering information and dissecting the
same in the light of research point, aims and objectives.

ABSTRACT
In current market need of branding has increased in a frequent manner, organizations now utilize
clients driven methodologies to further their capacities to fulfil uncountable developing needs
and desires of modern consumer. Amongst these users driven methodologies, marking has risen
as one of the significant activities required in working of a steadfast client base and production of
a successful brand image. The primary point of this exploration paper is to learn what
fundamental effects of branding are on consumer based buying decision procedures. In doing as
such, research expects to decide extent of connection between exercises of branding and buyer
obtaining too as put into viewpoint principle capacities and qualities it can offer organizations
regarding controlling esteemed clients through the regularly complex procedure of procurement
of decision making.

Table of Contents
TITLE..............................................................................................................................................6
CHAPTER1- INTRODUCTION.....................................................................................................6
1.1 Overview...............................................................................................................................6
1.2 Research aims and objectives................................................................................................8
1.3 Research questions................................................................................................................8
1.4 Rational study........................................................................................................................8
1.5 Significance of research .......................................................................................................9
CHAPTER2- LITERATURE REVIEW........................................................................................10
2.1 Introduction.........................................................................................................................10
2.2 To identify the effectiveness of branding on the firm........................................................10
2.3 Impacts of branding on behaviour of customers.................................................................11
2.4 Analysis of consumer buying behaviour.............................................................................12
2.5 Attainment of customers satisfaction through various strategies .......................................13
2.6 Literature gap......................................................................................................................15
CHAPTER3- RESEARCH METHODOLOGY............................................................................16
3.1 Introduction.........................................................................................................................16
3.2 Research Approach.............................................................................................................16
3.3 Research philosophy...........................................................................................................16
3.4 Data collection....................................................................................................................16
3.5 Sampling.............................................................................................................................17
3.6 Data Analysis......................................................................................................................17
3.7 Reliability and Validity.......................................................................................................17
3.8 Ethical Consideration..........................................................................................................18
3.9 Research limitation..............................................................................................................18
CHAPTER4- DATA ANALYSIS.................................................................................................19
4.1 Introduction.........................................................................................................................19
CHAPTER5-CONCLUSION & RECOMMENDATIONS..........................................................25
5.1 Introduction.........................................................................................................................25

5.2 Conclusion...........................................................................................................................25
5.3 Recommendations...............................................................................................................26
BIBLIOGRAPHY..........................................................................................................................28
APPENDIX....................................................................................................................................32

TITLE
“What is the significance of branding on global consumer purchasing behaviour?”
CHAPTER1- INTRODUCTION
1.1 Overview
Branding is the method which is used by organisations to create an image of it in market.
It is considered as the most crucial element that is very essential for the company to attain and
sustain in competitive market. This aspect helps in sustaining market and also it will assist in
competing with competitors of international market (Beneke, 2010). As industry is growing in
vast in current scenario it become very essential for a company to promote itself in such as
manner that To identify significance of branding on global consumer purchasing behaviour.
Products and services that it avails to customer as because this will help firm to sustain in market
and due to this company can also be able to set it standards for its competitors. It can be said that
a company can only become a brand because of its offering and services and higher level of
customers satisfaction. Branding is a consumer- based aspect hence it is very essential that
customers needs and wants has to be very well studied. It is also seen that company's major role
and responsibility is to influence customers actions with different methods and strategies (Park
and et. al 2013).
Consumers purchasing behaviour also plays a vital role in developing image of an
organisation. As company is dealing in hospitality industry it become very necessary for the
management to avail each and every services in an effective manner to every customers who are
visiting that place. These aspects can be such factors which lead in maintaining an organisations
status and image in positive way in market. This will ultimately support organisation to create its
image and brand name in market which will be a great advantage for it to carry out its
performances and operations in effective manner. It is also considering part to understand
behaviour of customers as they are unpredictable. Their preferences and choices changes in very
frequent manner. Thus, market study is very important that company must carry out to perform
its activities and functions in the market (Bian and Forsythe, 2012). To identify significance of
branding on global of branding on global consumer purchasing behaviour.
Background of the research

Brand differs in logo, names, product, its design, packaging, trademark all are the factors
that are concern as elements of which make a company as a brand. It is basically an aspect which
differentiate an organisation from another. Individuals in our general public are so cognizant
about their status and they want to utilize branded items to flaunt their grown-up toy. Brand is
considered as suggested gadget through which any business can achieve the fascination of
individuals and can appreciate the aggressive edge (Buil, Martínez and de Chernatony, 2013). In
our nearby situation it likewise considered as an important resource for any business as it can
change people groups' purchasing conduct. It can assume an imperative part to grow any
business. Promoting significant techniques and devices can build up the brand of any products
and company too. In the event that brand is overseen in successful ways, a business can
appreciate most extreme number of clients and can manufacture long haul beneficial relations
with clients. There are number of brands that consumers come across on daily basis hence it
become very necessary for organisation to sustain and maintain its image in the market.
Consumer behaviours is study by which pattern and manner customers purchases any product or
service can be understood properly. There are many strategies that are used so as to create a
brand image and to attract more customers towards products and services of organisation. Thus it
means every firm has to focus much upon various angles so assure that its products and services
are very effectively accepted by customers of society.
Background of Industry
A hospitality industry is a sector where customers are availed different type of services.
This is a wide category that are inculcates in a service sectors. Many activities are get included in
this industry. Its main concern is to satisfy all clients and customers as because it provide
luxurious services. Basically customers opt services as to get rid of their problems and issues.
(Burt and Davies, 2010). There are many accommodations that are provided such as, hotels,
motels, inns, resorts, apartments, destinations, beds and breakfast. Restaurants and bars are also
more add on services, leisure centres and travel agents all these are included in this sector so that
proper satisfaction can be served to customers and clients who visits. Music industry is
something where all aspects are related music, singers, composers and lyricist so there are many
products through which leisure of this industry can be availed items like, earphones, speakers.

1.2 Research aims and objectives
AIM
To identify significance of branding on global consumer purchasing behaviour.
OBJECTIVES
 To identify effectiveness of branding on the firm.
 To analyse purchasing behaviour of people with different background and culture.
 To identify impact of branding on purchasing behaviour of customers.
 To recommend the strategies to hotel industry so that they can achieve success in the
market.
1.3 Research questions
Q.1 What is branding and how industry is practising in its operations?
Q.2 What are the impacts of branding on behaviour of customers?
Q.3 How customer's buying behaviour can be analysed?
Q.4 How company can be able to attain success in market through various strategies?
1.4 Rational study
What is the research issue?
The issue that research is facing is related to branding of products and services in market
also the most important element of market is consumers, their behaviours plays a very important
role in development as well as in destruction of image of an organisation (Chiang, 2010). To
understand behaviour of customers are one of the biggest challenge that will come across. The
research also has an issue regarding proper use of strategies that are used by organisation.
Why it is an issue?
The issue takes place as because companies are not able to implement effective tools and
methods to understand behaviour of the customers. The different strategies that are used by firm
is not be able to implement in an effective manner this is creating a big issue for firm.
Why it is an issue now?
In present time it is an issue due to inappropriate use of management tools and the
toughest part is to understand behaving pattern of customers are which has not been studied in

appropriate manner which is becoming an issue for the firm and is a challenge that is not getting
resolved.
What could the issue shed light upon?
The researcher is mainly focusing upon problems that are related to behaviour study of
customers and significance as well as impact of branding on customers purchasing manner. This
research is carried to understand effectiveness of strategies of branding in increasing sale
proportionates (De Mooij and Hofstede, 2011). The concern is to study loopholes and drawbacks
of research by different sources of data. The investigations will be helping firm to understand
needs and wants and frequency of customers buying of a product and service from particular
brand.
1.5 Significance of research
The importance of research is to understand proper aspects of consumers buying
behaviour and branding so that organisations can be able to know the areas where they can
improve and enhance also this will help in increasing sales and productivity of organisation's
products and services in market.

CHAPTER2- LITERATURE REVIEW
2.1 Introduction
It is a paper that carries several part of current study and findings, also for the particular
topic critical analyses of different authors are performed with both theoretical and
methodological manner. There are different authors and writer who present their views in
different way. It is required to considered because they have expertise knowledge in their field.
There are different ways that can be used to gather the information so that best data can be
collected which is relevant to present study (Bornhorst, Ritchie and Sheehan, 2010) .Here
secondary sources are used so that information that are available to different authors can be
identified. It is important to collect all the information because such writer provides expertise
view on a topic that is relevant to present research. Some of author presents different views as
comparison to others and it is helpful tool to gather complete information of every factors.
2.2 To identify the effectiveness of branding on the firm
According to De Mooij (2010), branding is a tool through which a firm more focuses
upon building long term relationship with customers of society which can be possible only by
learning and understanding their needs and wants and by availing better services to them which
can satisfy their demands. This is a very important aspect as to which is used to maintain a
healthy relation with its customers are all its stakeholders. It differentiate products and services
by one firm from another, because it is assisting firm to perform its activities in unique manner,
through this firm can include several features in its products and services so that they can be able
to make a different presence in entire industry.
As asserted by Eisingerich and Rubera (2010), core functional of branding is to provide
better facilitate and to give a proper guidance to process of consumer choices. If an image of a
company in industry is very strong then it will definitely help in attracting more customers
towards products and services as well as it can be able to attain sustainability in competitive
market, also with its help stock turnover rates will raise. Branding helps in creating awareness
about products and services of organisation to general public of society. According to
Ottenbacher and Harrington (2010), it is very necessary for industry to understand target market
then only proper services can be availed and circulate in market. It also avail support in adding
value to business and its operations in market which will help in growing in competitive market.

This will assist the industry in making several strategies which will be very helpful in attracting
customers and investors towards it. As concluded by Nam, Ekinci and Whyatt (2011), This will
guide in frequent check on activities that is been performed in it so that it can be able to improve
and enhance various areas of operations and functions and feedbacks of customers has also to be
monitored to know and understand their needs and wants so that satisfaction of the customers
can be attained. most important thing that branding can support is to get connected with people
of society to with different modes and channels. Branding will lead in developing a positive
image of a firm in market which will help firm in delivering better services to customers.
2.3 Impacts of branding on behaviour of customers
According to Godey and et. Al (2012), construction and maintaining brand is very
important for every company. For this enterprise do brand management. All factor is associate
with with name, symbol and functional elements by which brand can be established. Brand is
having value. Whenever is customer buying and product they are influence by the brand.
Customer has its own perception about different brand names. Ever consumer is having different
point of views related to different brands. Branding of company influence buying behaviour of
customers. Brand helps to build the trust among consumers. Brand gives feeling experience such
as emotional and different moods. establish it brand name from many years. The customer is
having strong brand loyalty toward this hospitality industry.
As per Guirdham (2011), branding is all about how company position its product. Brand
need to be properly advertise and promote so that customer can get proper knowledge about
product and services. Brand name build through out years. As enterprise is providing better
services brand name become more famous. For branding firm make different kind strategies.
These strategy differ from product and service categories. Brand gives totally gives different
experiences to customers. When any customer like product they remind good from their brand
name.
As viewed by Hakala, Svensson and Vincze (2012), branding have its major impact on
consumer buying decision. There is image in consumer mind about different product and
services. This brand make easy for customer to find their desire good. This branding help
enterprise to make improvements in their product and promote in better ways. So that value of
brand can be increases. Firms can expand its business if its having famous brand name as is

having its business in different countries because people are aware about image and there are
many loyal customer who only like to stay in this particular hotel.
According to Josiassen, Assaf and Karpen (2011), hospitality industry known by their
brand names. As services are intangible consumer cannot see and tough these services so
customer remember their services and experiences through their brand name. Customer
behaviour is very important concept for every research which took place. Researcher need to find
out the consumer behaviour and by this they can know final position of company. This can help
enterprise to make changes according to customer needs and wants. There are many factor which
comes in customer behaviour like perception, attitude, preferences, taste and others. All these
factors need to study properly to get proper understanding.
2.4 Analysis of consumer buying behaviour
According to Kang and Yang (2010), consumer behaviour is sum of consumer's attitude,
preference, intention and decision that are related to behaviour of buyer in market towards
product and services. This is taste and preference of consumer. There are many services and
product that are offered by hospitality industry so, it is required to identify their choice so that
product as per their needs and wants can be provided. Such behaviour depends upon society
from where customers belong. Many factors are there that have influence over buyer behaviour
as marketing campaigns, taste and preference, economic conditions, purchasing power, group
influence etc. there are many factors that has its influence upon behaviour of customers while
they purchase any products and services. It become very critical for firm to understand behaving
patterns of customers as because it changes in very frequent manner and also hospitality
industry has to concern about this behavioural approach for its success in market so that it can be
able to compete in market in effective manner.
Asserted by Karakaya and Ganim Barnes (2010), organisations are investing a lot of
money upon research in market so as to understand different patters and manner consumers are
behaving while they are involved in purchasing of any goods and services. Study lies upon
consumer's decision of buying, what all things are bought by them, where they prefer to buy,
how much are bought and how frequently they are purchasing particular thing is studied so that
hotel industry can be able to opt correct strategies to perform and carry out its operations and
activities that are involved in its working process. Pattern of buying of products and services by a