Research Report: Branding and Sales Growth at Woolworths, Australia

This research report assesses the impact of branding on sales at Woolworths, Australia, focusing on how marketing and promotional activities influence consumer purchasing behaviors. The study identifies the lack of marketing as a problem leading to decreased brand awareness and sales decline. The research aims to evaluate the impact of branding on sales, identify the influence on buying behaviors, evaluate approaches to enhance brand image, and recommend measures for successful branding. A mixed-methodology approach is used, incorporating both quantitative and qualitative data collected through literature review, surveys, and experiments. The data is analyzed using SPSS and Excel to determine the relationship between branding efforts and sales performance, ultimately providing insights into enhancing brand awareness and increasing revenue generation for Woolworths within the Australian retail sector. Desklib offers a range of similar solved assignments and past papers for students.

Running head: RESEARCH IN BUSINESS
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Table of Contents
1. Introduction..................................................................................................................................3
Problem statement........................................................................................................................3
2. Research aim and objectives........................................................................................................3
3. Research methodology.................................................................................................................4
3.0 Comprehensive literature review...........................................................................................4
3.1 Quantitative and qualitative data............................................................................................5
3.2 Survey research......................................................................................................................5
3.3 Experiment.............................................................................................................................5
References........................................................................................................................................6

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Title: To evaluate the impact of branding in sales for Woolworths, Australia
1. Introduction
The topic introduces the concept of branding and promotions done for influencing the
purchasing behaviors of the consumers, which has increased the sales of products and services
for Woolworths, Australia. The advertising and promotional activities are important aspects that
promote effective branding, enhance the brand image and exposure to draw the attention of
consumers (Solomon et al., 2014). This not only promotes the brand, but will also facilitate
influencing the buying behaviors of consumers, which can increase the company sales and
revenue generation too.
Problem statement
The main problem is the lack of marketing and promotional activities, which often makes
the brand left out and experience lack of awareness among the clients, due to which the sales
level fall gradually resulting in loss faced by the company. This often leads to lack of revenue
generation and decline in sales too for the company within the retail sector of Australia (Bryman
& Bell, 2015). It has become the main focus of the organization to enable effective branding and
enhance the brand awareness among people, so that their buying behaviors are influenced and
the sales of products increase with time to generate higher revenue (Goh, Heng & Lin, 2013).
2. Research aim and objectives
The aim of the research is to evaluate the impact of branding on the sales achieved at
Woolworths, Australia.

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Objectives:
 To identify the impact of branding on the buying behaviors and its influence on the sales
of products at Woolworths, Australia
 To evaluate the approaches to enhance the brand image and identity of Woolworths
 To assess the ways in which branding influences the purchasing power of the customers
and the sales are increased
 To recommend necessary measures for ensuring that the branding is successful for raising
the sales level through more purchases made by the customers
3. Research methodology
The research methodology represents the various research methods, approaches and
strategies along with the data collection procedures that will be followed for conducting the
research appropriately.
3.0 Comprehensive literature review
Branding is one of the most important in business that enables the brand to gain instant
recognition and establish itself in a sustainable position for influencing the mindsets of the
consumers and ensure that they purchase products on a consistent manner to improve the sales of
the company. The branding perspective not only influences the buying decisions of consumers,
but also has combined the various components of human psychology with the use of marketing
components (Malik et al., 2013). Brands are promoted through marketing and promotional
approaches and nowadays, internet marketing has played a vital role too for enhancing brand
awareness among the customers. This influences the customers to make purchases of the

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products consistently which further improves the sales of the business organizations. The quality
and features of products in respective of the brand, when delivered properly, has created trust
and loyalty among customers, which has maintained a positive brand value and the customers
have managed to buy the products, thus resulted in increasing the sales and profit level too
(Oliver, 2014).
3.1 Quantitative and qualitative data
The quantitative data and qualitative data are considered as the primary data while the
secondary data are collected from sources like journals, articles, newspapers and internet
websites that consist of information and data related to the impact of branding on the buying
behaviors of consumers (Tuškej, Golob & Podnar, 2013). The qualitative data are the responses
of managers of the organization whereas the quantitative data will be obtained by conducting
survey process where survey questionnaire are distributed to the respondents considered as part
of the samples (Neuman, 2013). Thus, the mixed methodology is suitable here for conducting the
research, because of the significance of collecting both qualitative and quantitative data for
conducting the research efficiently.
The collected data and information will be analyzed and interpreted for making any prior
assumptions and predict the future as well. Rather than determining the ‘why’, the research will
be conducted by evaluating the ‘what’ and ‘how’, which shall allow the research to be conducted
in much more details, furthermore fill the missing gaps too. This will ensure that the dependent
and independent variables are connected and positive outcomes are obtained. Thus, the
descriptive research design will be the most suitable. The analysis of data will be done with the

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use of SPSS tool and also by representing the numerical data and information in the form of
graphs and tables with the use of Excel sheet for ease of understanding by the researcher.
3.2 Survey research
The survey research will be conducted by providing survey questionnaires to the
respondents and those will be presented as question answer format for easy understanding by the
respondents. The survey will be conducted by selecting the sample size and then obtaining data
based on demographics like age, gender, location, etc (Buil, De Chernatony & Martinez, 2013).
3.3 Experiment
To determine the impact of branding on the sales level achieved within the retail sector,
an experiment will be done for comparing the results obtained from intervention groups with the
information related to the branding aspects such as marketing, promotions, advertising, etc.
Based on the nature of topic, the experiment will likely be controlled properly considering the
right sample size and maintaining the ethics too for ensuring that purpose of research is known to
the population and that is solely for academic purposes, and not for any commercial benefits
(Romaniuk & Nenycz-Thiel, 2013).

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References
Bryman, A., & Bell, E. (2015). Business research methods. Oxford University Press, USA.
Buil, I., De Chernatony, L., & Martinez, E. (2013). Examining the role of advertising and sales
promotions in brand equity creation. Journal of Business Research, 66(1), 115-122.
Fowler Jr, F. J. (2013). Survey research methods. Sage publications.
Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social media brand community and consumer
behavior: Quantifying the relative impact of user-and marketer-generated content.
Information Systems Research, 24(1), 88-107.
Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmad, B.
(2013). Impact of brand image and advertisement on consumer buying behavior. World
Applied Sciences Journal, 23(1), 117-122.
Neuman, W. L. (2013). Social research methods: Qualitative and quantitative approaches.
Pearson education.
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer: A Behavioral
Perspective on the Consumer.
Romaniuk, J., & Nenycz-Thiel, M. (2013). Behavioral brand loyalty and consumer brand
associations. Journal of Business Research, 66(1), 67-72.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer
behavior: Buying, having, and being (Vol. 10). London: Pearson.

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Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer–brand identification in
building brand relationships. Journal of business research, 66(1), 53-59.