Analyzing the Impact of Brand Image on Customer Loyalty (Waitrose)

This report investigates the impact of brand image on customer loyalty within the retail sector, with a specific focus on Waitrose. The introduction provides background information, research aims and objectives, research questions, and the significance of the study. Chapter 2 details the research methodology, including the research approach (inductive), philosophy (positivism), design (exploratory), sampling method (probability), data collection methods (primary and secondary), and data analysis techniques (qualitative). It also addresses research limitations, ethical considerations, and reliability and validity. Chapter 3 outlines data analysis, focusing on qualitative data analysis through surveys. The report concludes with ethical considerations, referencing, and presentation guidelines. The research aims to understand the concept of brand image in retail, identify the significance of customer loyalty at Waitrose, interrelate brand image with customer loyalty, and recommend strategies to enhance customer loyalty through effective brand image.

Research Methodology

Table of Contents
Topic: Impact of brand image on customer loyalty.........................................................................1
CHAPTER 1 INTRODUCTION.....................................................................................................1
Background.............................................................................................................................1
Introduction............................................................................................................................1
Aim and objectives.................................................................................................................2
Research question...................................................................................................................2
Significance of the research....................................................................................................2
CHAPTER 2 RESEARCH METHODOLOGY..............................................................................2
CHAPTER 3 DATA ANALYSIS...................................................................................................6
CHAPTER 4 ETHICS, VALUES, REFERENCING AND PRESENTATION.............................6
Topic: Impact of brand image on customer loyalty.........................................................................1
LITERATURE REVIEW................................................................................................................1
CHAPTER 1 INTRODUCTION OF LITERATURE REVIEW.....................................................1
CHAPTER 2 LITERATURE REVIEW MAIN BODY..................................................................1
Concept of brand image in retail sector business...................................................................1
Significance of customer loyalty in Waitrose........................................................................2
Interrelate brand image with customer loyalty in the chosen enterprise................................3
Recommend ways through Waitrose can increase customer loyalty with their effective brand
image......................................................................................................................................4
CHAPTER 3 LITERATURE REVIEW CONCLUSION...............................................................5
REFERENCES................................................................................................................................7

Topic: Impact of brand image on customer loyalty.
CHAPTER 1 INTRODUCTION
Background
Present study consists impact of brand image on customer loyalty so that it runs
positively which influences customer perceived quality. It enables customer satisfaction which
effects them in a greater degree. Furthermore, it helps to express commitment to offer qualitative
products and services for sustainable business development. Brand image is modern perception
of the customers towards products so that it can be defined as exclusive packages to target
several people. It also gives positioning to products in a particular market (Nyadzayo and
Khajehzadeh, 2016). As a result, it assists to set of beliefs and faith through customer loyalty
completed towards particular products and services. It aids to serve mission and vision of the
company to fulfil goals and targets in a successful manner.
Moreover, brand image influence customer to make repeat purchase as results loyalty
build successfully. For example, public relation, social networking, etc. creates positive results
towards goods for particular products and services. Personal perception of association also builds
organisation and increases profitability in a successful way (Zhang, van Doorn and Leeflang,
2014). In term of Waitrose, brand image helps to build successful results to develop customer
loyalty. It also develops customer retention in successful way to attain more significant
advantages.
Introduction
In the present research, impact of brand image on consumer loyalty has been identified
which is valued and measured to increase customer satisfaction. Therefore, retail sector
businesses can easily implement successful functions and operations which develops more
significant advantages to meet with desired results. Furthermore, productivity and profitability
can be enhanced with customer loyalty in an appropriate manner. It assists to make relationship
with target audiences with modernisation (Abosag and F. Farah, 2014). On the basis of retail
sector operations, it can be stated that brand image is reflection which held in customer’s mind
and placed to perceive value associated in offer. It is also created to meet with expectations
which lead towards satisfaction.
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Loyalty over the brand assists to organisation which holds customers to reduce switching
towards other brands. It assists to support and create satisfaction towards the brand. Hence, it
shows satisfaction and loyalty to create effective brand image. Social, confident and special
brand image positively influences loyalty intentions. As a result, it is affective which makes
positive relationship on loyalty intention (Tingchi Liu and et.al., 2014).
Aim and objectives
Aim: To analyse impact of brand image on customer loyalty in retail sector – A Study on
Waitrose.
Objectives:
 To understand concept of brand image in retail sector business.
 To identify significance of customer loyalty in Waitrose.
 To interrelate brand image with customer loyalty in the chosen enterprise.
 To recommend ways through Waitrose can increase customer loyalty with their effective
brand image.
Research question
 What do you understand by the concept of brand image in retail sector business?
 What are the significances of customer loyalty in Waitrose?
 How to interrelate brand image with customer loyalty in the chosen enterprise?
Significance of the research
In order to conduct present research, impact of brand image on customer loyalty has been
identified successfully. It assists to build significant advantages which influences buyers to lead
with effectiveness. It makes reliability with effective brand image which effect on satisfaction.
This can be referred in terms of branding campaigns from consumers who have wide knowledge
with varying degree (Thompkins, Deshpande and Katz, 2016). In addition to this, it can be stated
that brand image and awareness are basis and main source to gain equity.
CHAPTER 2 RESEARCH METHODOLOGY Introduction: Research methodology is most essential terminology and growth that helps
researcher to find out the best possible action plan (Flick, 2015). Investigation is the set
process of search that helps to collect different types of research goals and better
performing of data collection technology. This is the process of gaining more new
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knowledge. The information is collected from different sources like experiences, human
beings, books, journals, nature etc. Research also helps to develop economic, social and
political development of a nation. Present research will be based on the Waitrose to
analyse brand image on customer loyalty in retail sector. Research Approach: Research approaches is the set format or procedures for search that
span the steps from broad assumptions (Glesne, 2015). Contrary, inductive approach
contributes to the emergence of new theories and generalization. Discussion of research
is very much important and necessary to make the different goals and objectives. Present
study will use inductive approach to identify the new assumptions of customer on brand.
These approach methods helpful to identify the impact or role of brand image on
customer loyalty. Research Philosophy: This is another significant method of investigation methodology
and goals (Ledford and Gast, 2018). Search Philosophy is based on beliefs about the way
in which data about a phenomenon should be gathered, analysed and used. The main
purpose of research philosophy is to transform property believed into property known.
Further, philosophy divides into two parts positivism and interpretivisim. Observed and
described from an objective view point. Positivism philosophy is quite difficult to be
explained in precise and succinct manner. On the contrary, Interpretivisim helps to
integrate the human interest into a study. This is based on philosophical position of
idealism and also used to group together diverse approaches including social
constructivism (Mackey and Gass, 2015). Existing research will be using positivism
philosophical approach for conducting present research topic and growth. Besides, it also
helps to control the best formation and best leading resourceful ideas. Research Design: this is the procedure or plan which is used in collecting different
information or data related to research topic. Many of the researcher chose designs
between quantitative and qualitative. This helps to address the all issues or problems of
research. This can be divided into two parts exploratory and conclusive research
arrangement. Exploratory system aims to explore the topic or develop that specific area
(Silverman ed., 2016). Basically, main purpose of this design is to answer all search
questions. On the contrary, conclusive research design is applied to generate findings that
are practically useful to reaching conclusions of decision making process. Basically, this
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defined the study or data of exploratory studies. Conclusive design tool uses the
application of quantitative methods of data collection. Usually, research findings by
conclusive is helpful to make proper decision making approach. Besides, exploratory
design follows conclusive explore. Present search will be using Exploratory search design
for conducting research topic (Taylor, Bogdan and DeVault, 2015). Sampling: it is the another significantly explained term which is used by investigator. It
would helpful to select the research sample of design on which whole study has been
based. Research sample has been selected from group. Due to the large number of
collection or of interest. Research chooses a particular sample size objective. There are
two type of sampling methods quantity and non-probability (Vaioleti, 2016). Further, this
selection playing is divided into some parts such as stratified systematic, multistage and
cluster selection acting. This sampling method includes purposive, quota, convenience
and snowball sampling methods. Present study uses probability sampling method under
which research will be taking 30 employees as respondents. With the help of necessary
changes and best leading resourceful goals and makes the better services goals. Data Collection: This is other significant method of research collection which is the
another effective process and methodology goals (Vaioleti, 2016). This data collection
method is further divided into two parts secondary and primary data aggregation
techniques. This helps to identify the research content and techniques to perform long
lasting content. Primary data collection method is the method by which researcher
collects data through selected respondents or populations with the help of following
techniques such as interview, observation, questionnaire, survey etc. through which
researcher can easily collect new facts and figures for better specified goals (Vaioleti,
2016). Secondary tools are books, journals, internet etc. Present study will be taking both
data collection methods direct and secondary implement. For first-string data, tool
research will be taking questionnaires in order to collect new information. Data Analysis: In this process investigator identifies the collected data and interprets
them into next further process. There are two types of data analysis methods. Qualitative
and quantitative method of data analysis. Present study will be based on qualitative
method of data analysis. That is based on theory, facts which is most necessary for the
research outcomes. Data analysis is the most effective and leading resourceful ideological
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goals. Data analysis for qualitative research goals that relates to the major goal oriented
process. Research limitations: Research process also involves limitations and issues. This is
important for researcher to minimize all limitations and address all kinds of issues
existing in research methodology process. Researcher also needs to acknowledge
shortcomings of the work rather than to leave them (Vaioleti, 2016). This is very much
necessary to express research limitations. Or given impact on project study. It is most
important process of inquiry methodology that helps to connect best possible
investigation outcomes. It always helps to better or minimize the uncertain risk. This will
help to control risk involved in the research study. This would help to researcher to find
out best possible action plan. This provides the champion and most reliable element of
research goals (Vaioleti, 2016). This helps to relate formulation of research aims and
objectives that helps to might provide the aims and objectives too broadly. It also helps to
implement data collection methods in order to full fill the task performance goals. Ethical consideration: Ethical consideration in the present research determines norms
and standards to conduct right results with proper investigation. With this regard,
acceptable and unacceptable behaviours will be understood successfully which shows
appropriate working in whole study. In the present investigation, investigator follows all
rules and regulations that are related with investigation. Apart from this, researcher
secures all personal data and information of participants in whole evaluation process.
Informed consent also need to be implemented that shows all ethical rules and norms
implemented successfully to conduct research (Willems and et.al., 2017). With the help
of standards, positive outcomes and results gather which implement valid conclusion.
 Reliability and validity: In the research, validity and reliability helps to identify extent in
which scores represents variables with assessment of ongoing processes. With this
regard, all information and data are collected from reliable resources so that valid results
will be gathered in research. Furthermore, validity refers to measuring and conducting
tests which could be applied in further research program. As a result, it can be stated that
all authentic information helps to explore appropriate conduction of research in
significant manner (Hyseni, Brown and Gannon, 2015). In addition to this, present study
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determines appropriate understanding appropriate results. Consequently, it creates
significant results to build further research outcomes.
CHAPTER 3 DATA ANALYSIS
Data analysis is the process of inspecting, cleansing, transforming and modelling
information with a goal to discover useful information and suggesting conclusions to make
appropriate decisions. In the present research, qualitative data analysis is undertaken which can
be done through conducting survey. It is the successful process of interpreting meaning with
collection of proper data that are organised and displayed with correct findings and conclusions
(Thompkins, Deshpande and Katz, 2016). In this research, thematic analysis has been used by
researcher to find relevant information with study.
CHAPTER 4 ETHICS, VALUES, REFERENCING AND PRESENTATION
In this chapter, it can be stated that data has been collected from reliable sources and all
ethical standards has been followed to implement effective understanding. Intended outcomes
from the research has been made to create clear understanding and value addition in research
(Tingchi Liu and et.al., 2014).
Time plan for the research
Activities Week 1 Week
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Week 3 Week
4
Week
5
Week 6 Week
7
Week
8
Week
9
Week
10
Research
proposal
Aim and
objectives
Review of
literature
Data
collection
(Primary
and
secondary
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)
Data
analysis
Evaluatio
n
Feedback
Findings
and
conclusio
n
Recomme
ndation
Final
submissio
n
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LITERATURE REVIEW
CHAPTER 1 INTRODUCTION OF LITERATURE REVIEW
Literature review consist most important part in the research to move forward. Reviewing
literature demonstrates understanding and ability to critically evaluate research in the particular
field. It includes larger truth that are beneficial for appropriate findings and valid conclusion. In
this way, accessible to others considered with appropriate accounts of experience (Çifci and
et.al., 2016). Main purpose to consider literature review is to gather all available sources that are
related with present topic and it can be evaluate appropriate findings. It also demonstrates author
knowledge which is beneficial to understand importance and usefulness in the whole research.
This increases trust and appropriate working for further research program in effective manner.
Moreover, it includes different books, articles, other sources that are relevant to understand
particular issue with implementing theory.
In addition to this, literature review also provides description and summary with critical
evaluation which work in relation with problem investigation. It evaluates information that are
related with selected areas and describe effectiveness to understand theoretical base research. On
the basis of effective evaluation, research process consider thesis to find appropriate and
systematic review. There are different theories formulated to explain, predict and understand
phenomena to face challenge and extent existing knowledge within certain limits and bounding
assumptions (Nyadzayo and Khajehzadeh, 2016). Theoretical framework is the structure which
hold and support to whole study. In the whole research, it describes creative imagination which
contain journalism, books and online sources.
CHAPTER 2 LITERATURE REVIEW MAIN BODY
Concept of brand image in retail sector business
As per the views of Sasmita and Mohd Suki, (2015), retail branding is strategy which
includes certain tactics that adopted to know consumer interest in a particular brand. It consists
impression on customer mind towards particular brand which includes real and imaginary
qualities in a business. It is developed over the time with using advertisement campaigns with
authentication sources. With the help of creativity and strategically, it can be stated that brand
attributes covers core values which reflect on personality. It also requires strategy that drives on
profits and tactics to understand consumer interest in particular brand. This is because, it

considered consistent message which aimed to reflect on consumer emotions that are persuades
preferring one product over others. On the other hand, Ramanathan and et.al., (2017) stated that
implementation of brand image has main goal is to attain brand equity. In this theory, successful
strategy consider which pays added value of consumers which is associated towards particular
product and service. Added value comes when one customer superior to others in same category.
There are several attributes developing with emotional attachment to the particular brand so that
successful results will be gain in systematic manner. It can be increase with one time
advertisement campaigns with consistent theme and authenticated which incurred direct
experience to build corporate image (Cosmin Tănase, 2018).
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