RMBM Coursework A: Impact of Brand Image on Customer Perception at M&S

This report investigates the influence of brand image on customer perception, using Marks and Spencer (M&S) as a case study. The introduction highlights the significance of brand image in influencing consumer buying behavior and emphasizes the competitive landscape where consumers have multiple choices. The rationale section addresses the research issue of brand image development and maintenance for M&S, emphasizing its impact on customer perception and the need to maintain a strong brand image to survive in the competitive market. The report focuses on understanding the conceptual framework of consumer perception and factors influencing their decisions, with the objective of providing recommendations to marketers. The references section provides a list of relevant academic sources that support the research.

RMBM COURSE WORK A

TABLE OF CONTENTS
Research Title..................................................................................................................................3
Introduction......................................................................................................................................3
Rationale .........................................................................................................................................3
References........................................................................................................................................5
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RESEARCH TITLE
“ To investigate the impact of brand image on customer perception: A case study of M&S”.
INTRODUCTION
Consumers are the assets of the company, their buying behavior influence the overall
profitability of the company (Mendez and et.al, 2015). Quality of produce, price, promotion are
main components that influence the buying decision, apart from this feeling about brand
significantly influence the purchasing decision of the clients. The main objective of any
organization is to influence consumer's perception and their feeling towards the brand and
develop a brand image. In the competitive era there are many firms those which are offering
same quality products to the consumers, so customers hold a specific image of the brand and
then make their choice among range of products offered by different corporation (Ngapo and
et.al, 2013).
In the study, the researcher will investigate the impact of brand image on the customer
perception. Current research is based on the case study of Marks and Spencer (M&S). It is the
leading clothing retailer of Britain, it has more than 798 stores worldwide and engaged in he
online selling (Oliver, 2014). M&S has strong penetration in the market and having more than
1.2 million fans on Facebook and 120000 Twitter followers.
RATIONALE
Research issue
In the modern globalized era consumers are having variety of choices for the same products and
services, so users can easily get influenced towards other brand. Print, television, social media
has created a specific image in the mind of customers. If the firm fails to create a brand image
then it would not be able to survive in the competitive market for longer duration. Therefore, it is
necessary for the M&S to develop and maintain the brand image. By this way it will be able to
influence the consumer's perception (Rasmussen and et.al, 2016). That would help in attracting
mass audience towards the brand and it will enhance profitability of the company.
Why it is an issue
As M&S is working in the retail industry where buying behavior of users can impact the
sustainability and profitability of the corporation. Power relies in the hand of customers, brand
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image develops a trust in the mind of users and they be loyal towards the brand. They think that
they will get quality products from the shop. Satisfaction level of consumers can be increased if
company has set its unique reputation in the mind of consumers (Taylor, Bogdan and DeVault,
2015). To make them loyal and attract them towards the firm it is essential that M&S always
work on maintaining its brand image, otherwise it would be difficult for the cited firm to survive
in the competitive market for longer period. By this way consumers will get attracted towards the
entity and they will prefer to buy product and services of particular company.
Research shed light on
This study will focus on the conceptual frame work of consumer perception regarding
goods and services and factors that influence their decisions (Zhang, van Doorn and Leeflang,
2014). Objective of the research is to understand the impact of brand image on customer's buying
behavior. Investigation will provide recommendation to markets so that they can conduct further
research in further in this context.
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REFERENCES
Books and References
Mendez, M. and et.al., 2015. Sales Promotion and Brand Loyalty: Some New
Insights. International Journal of Education and Social Science. 2(1). pp.103-117.
Ngapo, T. M. and et.al., 2013. Marbling and ageing—Part 2. Consumer perception of sensory
quality. Food research international. 51(2). pp.985-991.
Oliver, R. L., 2014. Satisfaction: A behavioral perspective on the consumer. Routledge.
Rasmussen, J. and et.al., 2016. Are vegetation indices derived from consumer-grade cameras
mounted on UAVs sufficiently reliable for assessing experimental plots?. European
Journal of Agronomy. 74. pp.75-92.
Taylor, S. J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Zhang, S. S., van Doorn, J. and Leeflang, P. S., 2014. Does the importance of value, brand and
relationship equity for customer loyalty differ between Eastern and Western
cultures?. International Business Review. 23(1). pp.284-292.
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