Investigating Branding's Impact on Customer Buying: Nike UK Retail

This report investigates the impact of branding on customer buying behavior within the UK retail sector, focusing on the brand Nike. The research explores the influence of branding on consumer decisions, considering factors such as financial, personal, and emotional dimensions. The study employs a survey methodology to gather data and utilizes a quantitative testing approach to analyze the collected information. Key areas of focus include the concepts of branding, factors influencing consumer behavior, and the effects of retail network performance on customer activity. The findings highlight the significance of brand image and its relationship with customer purchasing habits, particularly within the context of Nike. The report also examines the role of emotional branding and marketing strategies in shaping consumer perceptions and brand loyalty. The literature review covers various aspects of branding, consumer behavior, and retail dynamics. The report aims to provide an in-depth understanding of the impact of branding on customer buying decisions and provides valuable insights into the strategies employed by brands like Nike to influence consumer behavior.

To investigate the impact of branding
on customer buying behaviour within
UK retail sector: A study on Nike

ABSTRACT
The goal of this research would be to research which specific market drivers are impact of
actions on decision taking during the purchase of a brand of clothes. In addition there are four
variables of Customers behaviour: political, financial, emotional and psychological. In this
research concentrated on financial, personal and emotional dimensions only circumstances. The
dissertation was split into a part of hypothesis as well as an empirical part. The analytical portion
deals with the fundamentals of factors influencing purchasing choice, decision-making process
and products. The methodological part of the study comprises a survey performed over the
Internet. Data were collected across a self-administered questionnaire.
For this analysis the quantitative testing approach has been applied. The research findings
give financial, medical, and psychological indications factors affect the decision-making process
for customers when choosing a Nike cloths. However the outcome was not fully accurate due
failed to have a convincing connection. Within contemporary consumer cultures, people buy
products also for what they can do (physical characteristics and practical benefits) as well as for
what they symbolize, as well as the symbolic virtues of goods are often the main reasons that
customers buy them. Consumers generally are rapidly exchanging and appreciating the visual
and emotional significance of well-known fashion apparel, underneath the influence of
globalized premium brand marketing as well as the image of glamorous lifestyles generated by
the international marketing strategies of multinational corporations. Although high end fashion
brands are characterized by significant intuitive advantages which often also outweigh their
functional advantages and appeal to specific character characteristics to a great extent.

Table of Contents
ABSTRACT.....................................................................................................................................2
INTRODUCTION...........................................................................................................................4
LITREATURE REVIEW................................................................................................................6
To investigate the impact of branding on customer buying behaviour within UK retail sector. 6
To determine the concepts of branding. .....................................................................................7
To analysis the influences affecting consumer behaviour..........................................................8
To consider the effect of retail network performance and productivity on Customer and
business activity..........................................................................................................................9
Research Methodology ...................................................................................................................9
Data analysis and Interpretation.....................................................................................................16
CONCLUSION..............................................................................................................................28
RECOMMENDATIONS...............................................................................................................28
REFERENCES..............................................................................................................................30

INTRODUCTION
Description of Context
With the rapidly evolving consumer environment, brand management's current position as
an essential part of integrated marketing is more relevant than ever before. This is very
necessary, due to the circumstance on the existing retail landscape, that businesses control their
products so that they can satisfy their consumers' needs and expectations flexibly. To build a
sustainable company they will be continuously paying attention to their clients (Kaplan, 2017).
Consumers are frustrated by a variety of labels and items in the new shopping setting. Customer
Managing satisfaction is influenced mainly by their human behaviours, professed beliefs but also
by the world they live their time throughout. Now branded products are preferred by customers
worldwide. This study is designed to analyse the brand's significant impact on consumer buying
behaviour. In addition to discovering the impact of the brand on customer purchasing behaviour,
the aim of the research is to provide in-depth understanding about what products really are and
what they are over Customer behaviour.
General subject matter
Brand is a consideration that has an effect on customer buying habits and so wanted to
examine the influence of the company on customer behaviour in relation to user age group. The
age range is a demographic consideration that affects customer purchasing decision in selecting a
specific brand, so it will be addressed for the research purposes (McCorkle. and Payan, 2017).
Retail networks aim to gain competitive edge by growing profitability and an emphasis on
business operations by engagement and productivity. When product incentives were an important
part of the preparation of the supermarket supply chain, consumer behavioural factors focused on
loyalty and service activities were questioned considerably.
Problem of research
The main issue faced by the researcher is that most of the people do not believe that
branding matter as they are more focused over wearing comfortable cloths which can be of any
brand.
Scope
The main scope of research is to undertake a research throughout this paper to examine and
provide proof about the ties between brand image and retail purchasing habits of customer in
context of Nike (Kornum, 2017).

Objective
 To investigate the impact of branding on customer buying behaviour within UK retail
sector.
 To determine the concepts of branding.
 To analysis the influences affecting consumer behaviour. To consider the effect of retail network performance and productivity on Customer and
business activity.
Question
 What are the impacts of branding over customer buying behaviour?
 What is branding?
 Mention all possible factors which impact customer purchasing power?
 How retail network performance and productivity affect Customer behaviour and sales
activity?
Managing

LITEREATURE REVIEW
Brand is all that exists for company in case if all the plant is destroy. It is further claimed
that whoever is called "the advertisement dad is branding." Brands are essential to two very
different types of brand owners. Second, they act as a magnet for customer loyalties and hence
grow as assets that guarantee market expectations and thus expected cash flows (Lilleker, 2015).
In the process, branding acts as a warning. It helps customers to identify a product easily as one
they know or want. This serves is as know the best way, enabling consumers to recover
important memory information. Such knowledge seems to be about the company's previous
history, client expectations or company connections. The knowledge about products that
they have accumulated is important to guide certain decisions. Retailers are supply chain
mediators and, until several decades ago, played a passive role. There has lately been a power
transfer from suppliers to distributors owing to different added demand or distributors (Cleave,
2017). As Nike is an interesting example of diverse marketing skills that retain buyers in
developing markets, such as distribution and service offerings. Many stores in operation employ
various advertisement strategies to draw buyers. In specific, they tested the impact of loyalty
functions in consumer behaviour, and found a strong correlation between these two.
Comparably, researchers also identified a positive favourable connection between the
characteristics of the operations management as well as their purchasing behaviour.
To investigate the impact of branding on customer buying behaviour within UK retail sector
According to views of Rupert Jarret kerr, 2019 brand and product are two different
constitutes of a product. Product is something that is available in market and is used for
gratification of needs of a consumer. Brand covers quality and other different attributes of
product such as symbol, design, personality, image and culture of a product. Researchers are
pointing out that there are many emotional and personality benefits associated with a product.
Brand experiences are the change in perception & personality traits that are associated with a
specified branded products. Consumers develop connection with personalities of brand and it
creates brand loyalty that is a “must own” element of a product.
Consumers have to embrace opinions about personality that has to be more fashionable.
Brands have personalities that is solely determined by its physical characteristics and other
factors such as image of a company, origin of product and adverting techniques. Consumers are

focussing on two aspects that is purchase decision & purchase intention. Attitude of other
customers also posses a direct or indirect impact on purchasing decision of consumers regarding
a specific brand. Branding is a technique that is associated with delivering of claims and
statements that are being made by a organization related to their products. Such as when
customers are using a product they experience difference in quality, develop positive attitude, get
assured services that were promised then it will lead to development of a positive & established
image. A consistent brand will help in creation of belief and ideas for a brand. Individuals will
have a good or a bad feeling associated with brand. With instance to Nike it can be said that there
is use of advertising techniques to inspire their customers and establishment of loyalty. There is
use of brand strategy of emotional branding where they Nike feelings according to customer
needs. Each marketing campaign creates a bespoke recommendations on practices and marketing
techniques.
To determine the concepts of branding.
According to views of M.T. Wroblewski, 2018 brand alignment is a technique that is
used by brands to affect their customers. A established brand helps in creating a desire for a
individual as it helps in getting attracted for something that looks Appealing or enhancing life.
Brand has become a synonym for prestige and status for Customers. Consumers are comparing
the prestige and status of a brand with its high price and high quality. It is used for validation of
self esteem as it helps in conforming a self concept. Brands also helps in creation of a sense of
Managing belonging that in this era of content marketing. Brand alignment is a technique that
helps in building of trust that is a necessary for ensuring long run success of a brand.
As per shubham arora, 2018 brand image is a unique association that helps in creation of
a perception about offering in minds of target customers. That helps in affecting mindset for
customers that helps in reflecting the standing of brand. Customer beliefs of a brand helps in
creation of a foundation for customer perception that leads to create information of brand image.
This image is automatically formed and consist of appeal of a product its use, fame, functionality
and value for consumers. Perception of a particular brand is subjective and is changing with
every individual. When a customer perceives that there is clarity in the purpose and promises
made by a brand then they develop preferences for such brands. Branding is a criteria that can
lead towards both positive and negative impact on a consumer. If consumer is not satisfied then

Managing they may not prefer the product and if they are satisfied with the claims made then
they will Managing develop a forever trust for product.
To analysis the influences affecting consumer behaviour
As per the view pint of Varun Mehta and Luna Campos, 2018, it is determine that
consumer behaviour analysis is basically a study of how an individual make purchase decision
associated with the goods and services offered by a particular company. In addition to this, there
are various factors that impact on the behaviour of consumer and it is important for the
organisation to consider all such influence factors so that it can gain growth and high success at
marketplace. One of the factor is cultural factors that directly impact on the consumer behaviour
of customers. It consist of subculture, social class, buyer culture. Culture plays an important role
in every society that arise behaviour and wants of an individual (Kent, 2018). It is determine that
Managing the impact of such factors is depend on country to country so it is essential for
companies such as Nike to analyse culture of different regions, groups & even countries. It is
analysed that each culture involve various subcultures that is geographic regions, nationalities,
focus group and so on. For instance, marketers can develop and design goods as per the
requirement of a specific geographic group. It is analysed that every society is associated with
some sort of social that is significant for companies like Nike because the buying behaviour of
individuals in a particular class is similar. Another factor which posses an impact on the buying
behaviour is Social factors that is family, reference groups, status and so on. Family and friends
plays an important role in buying behaviour of a person. Nowadays, while buying something an
individual were discussed it with family and friends as it help in better decision-making. In
addition to this, personal factors is also consider which impact on buying behaviour and it
involves age, economic situations, lifestyle and so on. Moreover, psychological factor is an
important influence factor which impact on consumer buying behaviour (Zheng Baskin and
Dhar, 2019). This involves factors such as motivation, beliefs, attitude, perception and many
more. In relation to Nike, it is significant for company to undertaken all such factors while
designing and selling goods to customer as it has direct impact on the overall performance level
of an organisation. Along with all such factors, it is determine that technology plays an important
role that impact on the consumer buying behaviour (Fill and Turnbull, 2016). It is analysed that
nowadays customers are prefer to consume those things which is new and innovative in market

so it is significant for companiesManaging such as Nike to make use of modern and innovative
technology so that their productivity and performance level is enhanced at marketplace.
To consider the effect of retail network performance and productivity on Customer and business
activity.
According to the Jermey Clegg and Sergio sallis, 2019, it has been analysed that the
impact of retail network performance and productivity on customer and business activities is
both positive as well as negative. It is important for higher authorities of an organisation to
ensure that the all the activities associated with the retail network is implemented in a systematic
and proper manner so that it has positive impact on performance and productivity (Speed, Butler
and Collins, 2015). It is determine that if it has positive effect than it help in satisfying customers
and retaining them for longer time period. In addition to this, positive impact of retail network
performance assist in implementing all the activities in an appropriate manner which has direct
influence on the productivity and profitability of an organisation. Further, a proper retail network
assist in providing on time service to customer that create a positive mind set towards the brand.
In addition to this, it also assist in retaining customer for longer time period (Akroush, and Al-
Debei, , 2015). Moreover, it is analysed that an improper retail network performance as well as
productivity decline the level of service given to customer and create a negative brand image
which has direct influence on productivity and profitability of an organisation in a negative
manner.
Research Methodology
Research method is termed as a procedure that is used by investigator for collecting data
as well as gather information on a specific topic. Research methodology shows the research
method which has been adopt for conducting research in a proper and systematic manner. It
involves research instruments, data collection techniques, research validity and reliability,
justification of information source, research strategy and many more. All such factors associated
with the present research is given below:
Research philosophy: It is determine that there are mainly two forms of research
philosophy which is interpretivism and positivism. In the present research, positivism research
method is applied by researcher in order to gain information and to analyse quantitative data
within a short period of time (Vuignier, 2017). On the other side, interpretivism philosophy of

research is inappropriate for conducting present research for implementing activities and task in
a systematic way.
Research approaches: The two forms of research approach is inductive as well as
deductive approach. Research approach assist investigator to gain an insight about quality data
associated with the specific topic. For conducting the present research, deductive research
approach is taken into consideration as it help in collecting as well as analysing information that
is in the quantitative manner. In addition to this, it help researcher in gaining positive and reliable
outcomes in an appropriate way.
Research choice: There are basically two forms of research that is quantitative as well
as qualitative. In context to the quantitative research, the information collected is in the form of
number and facts as well (Jung, 2016). If it is talking about qualitative data, herein the data is
gathered in quality form of manner. Quantitative research is applied on the present research as it
help in gaining accurate and effective results which in turn assist to draw valid and reliable
conclusion.
Data collection methods: For collecting the data, there are mainly two sources that is
primary and secondary method of data collection. The data which is collected for the first time
and is original in nature is primary data. The primary data is collected through various sources
that is interview, questionnaire, focus group and so on (Bellini, Cardinali and Grandi, 2017). For
conducting the present research, questionnaire is taken into consideration. On the other side,
secondary data are collected though newspapers, journal papers, articles, books, magazines and
many more. In the present structure literature review is describe as a secondary information.
Limitations of research: There are some study limitations that arise because of research
design that is there is limitation of availability of information from secondary sources because
many online available sources may not be easily accessible because of privacy concerns (Wiek
and Lang, 2016). It was biggest limitation as shortage of sources affected the research area.
Although consistency of attitude is frequently presumed in analysis of consumer behaviour, with
several researchers focusing on recorded rather than real behaviour, it is essential to be aware of
such possible shortcomings.
Challenges associated with research: The most difficult challenges associated with
Present research work was that it was not possible to conveyance all the respondents that
information will be kept confidential and will be solely used for achievement of research

objectives only. Time management was another major issue as there were lot of aspects and there
was difficult in utilising this limited time period for taking maximum benefits put of it
(Ørngreen and Levinsen, , 2017). There was low level of communication among team members
so sometime conflict management and internal issues were affecting efficiency of activities.
Ethical considerations: Ethics are a set of written rules that are used for governing of
behaviour, these are used for setting of expectation as there is a broad agreement on ethical
values that is part of research work. There has to be complete disclosure on honesty grounds
about the purpose for which research will be utilised. There has to be no biased behaviour of
researcher in behaviour of any respondent (Kumar, 2019). There must be proper protection of
personal information of all respondents. The information has been collected from all the
authentic sources as secondary information is used from available online articles, journal and
newspaper (Daniel and Harland, 2017). Primary information is extracted from the target segment
of customers who are affected by changing branding scenario.
Sampling: it is not possible to use whole population in research so there is process of
sampling in which there is predetermined number of observation that are considered from large
population. This methodology helps in using of sample to enhance the productivity of whole
analysis (Papachristos, 2018). There are different types of sampling such as systematic sampling
in which a specific pattern is followed for selection of sample and another is randomly any
sample is used in the research. In present research has used random sampling method as there is
no specific criteria according to which sample size is selected it is 100 and all respondent have
been selected on a random basis (VanKooten, 2019). There is use of questionnaire in which
there are 100 respondents who are taken for purpose of conducting the research.
Gantt chart: It is a type of bar chart which show schedule of a project in an effective and
representative manner. In addition to this, it provide a better insight about scheduled as well as
current activities of particular project. This will help investigator to achieve positive outcome
and draw valid conclusion in an appropriate way.