Marketing Research Project: Morrisons Brand Image and Strategy

This research project analyzes the brand image of Morrisons, a prominent supermarket chain. The introduction highlights the significance of brand image in business, emphasizing its role in customer awareness and revenue generation. The data analysis section employs thematic analysis to examine consumer perceptions through survey responses. Themes include the importance of brand image for growth, the advertising tools used by Morrisons, the impact of brand image on customer attraction and loyalty, and measures taken to protect intellectual property. The analysis presents frequency counts for each theme, offering insights into customer preferences and brand performance. The conclusion summarizes the findings, reiterating the importance of a strong brand image for customer attraction and satisfaction. References to academic sources support the research, providing context for the findings. Overall, the project offers a comprehensive view of Morrisons' brand image and its impact on consumer behavior.

Reseach Project

Table of Content
 Introduction
 Data Analysis
 Thematic Analysis
 Conclusion
 References

Introduction
Brand image can be consist as the most essential part of business
organisation which helps in creating awareness among the people about
the offered products and services of firm. In this modern era the major
focused area of firm is to making their products and services more
familiar with the population as to increasing sales and revenue of firm at
market place. Morrisons is a chosen company for this particular
research project. The major focused area of firm is to developing their
business operations at large scale through creating awareness about the
goods and services of firm in the mind set of people.

DATA ANALYSIS
This consist to be the most essential part of research project which
helps in carry out the whole research activity in an effective manner.
This section of research is based on thematic analysis in this part
themes are prepared as per the questions that are mentioned in the
questionnaire.

Theme 1: Brand image is essential for attaining high
growth for firm.
Q1) Does effective brand image is essential for
attaining high growth for firm?
Frequency
Agree 36
Disagree 4
Agree Disagree
0
5
10
15
20
25
30
35
40 36
4
Column B

Theme 2: There are various advertising tools that are
adopted by Morrisons as to gaining attention of customers.
Q2) What are the major advertising tools are adopted by
Morrisons as to gaining attention of customers?
Frequenc
y
Print Advertising 10
Outdoor Advertising 8
Social Media 15
Web Marketing 7
Print AdvertisingOutdoor Advertising Social Media Web Marketing
0
2
4
6
8
10
12
14
16
10
8
15
7 Column B

Theme 3: There are various importance of brand image in
the growth and development of firm.
Q3) What are the importance of brand image in the growth
and development of firm?
Frequenc
y
Gaining customers attraction 8
Enhancing profitability 10
Developing organisational sales 8
Expansion of Business 14
Gaining customers attraction
Enhancing profitability
Developing organisational sales
Expansion of Business
0
2
4
6
8
10
12
14
8
10
8
14
Column B

Theme 4: Different measures are adopted by Morrisons as
to gaining attention of people towards the firm.
Q4) What are the measures adopted by Morrisons as to gaining attention of
people towards the firm?
Frequenc
y
Discount Offers 15
Vouchers 10
High quality Products 15
Discount Offers Vouchers High quality Products
0
2
4
6
8
10
12
14
16 15
10
15
Column B

Theme 5: The impact of high brand image on the mind set
of people.
Q5) What is the impact of high brand image on the mind set of people? Frequenc
y
Increasing brand Identity 10
Enhancing number of buyers 8
Developing revenue of firm 6
Competitive Edge 16
Increasing brand Identity
Enhancing number of buyers
Developing revenue of firm
Competitive Edge
0
2
4
6
8
10
12
14
16
10
8
6
16
Column B

Theme 6: There are various tools are adopted by Morrisons as to
protect their intellectual property at market place.
Q6) Which tools are adopted by Morrisons as to protect their intellectual property at market
place? Frequenc
y
Professional Help 10
Trademark 10
Patent 12
Copyright 8
Professional Help Trademark Patent Copyright
0
2
4
6
8
10
12 10 10
12
8
Column B

Theme 7: The most profitable segment of Morrisons
Supermarket Plc.
Q7) Which is the most profitable segment of Morrisons Supermarket Plc? Frequency
Retailing 13
Online Services 15
Whole selling 12
Retailing Online Services Whole selling
0
2
4
6
8
10
12
14
16
13
15
12
Column B

CONCLUSION
It has been concluded from the above project report that an
organisation can easily attract and recognised by the customers if
they attained strong brand image in competitive market world. The
people have perception that an organisation attaining good image in
market provided optimum quality product which ensures in
maximising their level of satisfaction.