Branding Dissertation

Branding Dissertation-8
12 2.1 Introduction: 12 2.4 Consumers’ Buying Process: 15 2.5 Consumers’ Buying Behaviour: 17 2.5.1 Model of Consumers’ Buying Behaviour: Howard Seth Model: 18 2.6 Defining market: 19 2.7 Matured market: 19 2.7.1 Values: 19 2.7.2 Retail brand promotions: 20 2.7.3 Building a retail brand value chain: 20 2.8 Brand building impact: 21 2.9 Extending brand value to customer value: 22 2.10 Delivering customer value: 23 2.11 Primark: Value for money. 26 3.1 Introduction: 26 3.2 Method Outline: 26 3.3 Research Onion: 26 3.4 Research Philosophy: 27 3.4.1 Justification for selection of the chosen Philosophy: 28 3.5 Research Approach: 28 3.5.1 Justification for selection of the chosen Approach: 28 3.6 Research Design: 29 3.6.1 Justification for selection of the chosen Design: 29 3.7 Data Collection Procedure: 30 3.7.1 Data Sources: Primary and Secondary. 39 Figure 15: Branding is important while selecting a retail product. 5: Loyalty of customers towards the brand, Primark. 6: Branding is important while selecting a retail product. 7: Factors that forces consumers to opt for Primark’s products in comparison to rival firms. 8: Factors that needs more emphasis for better brand value of Primark. 9: Maintenance of standardisation of a product is crucial for branding. 10: Branding helps in increasing the reliability for a product. 11: Brand of a product is more important than price of the product.30 3.7.2 Data Techniques: Qualitative and Quantitative. 40 Figure 16: Factors that forces consumers to opt for Primark’s products in comparison to rival firms. 46 Customers need to emphasise on the value of a product before making any choice so that they can opt for the best options as available to them.

The support of all these people has been inspiring and enlightening throughout the process of research in the subject.

Heartfelt thanks and warmest wishes, Yours Sincerely, Introduction. 35 Figure 11: Satisfaction with brand value of Primark.

List of research questions lays emphasis on the area of analysis that can help in gaining relevant and useful information as per the selected topic.

Thus, the list of research questions for the particular topic is as enumerated below: Thus, the above-mentioned research questions will allow throwing better light on the research topic along with better collection of related data and information.

30 3.8 Population and Sample: 30 3.8.1 Sampling Technique: 31 3.8.2 Sample Size: 31 3.9 Ethical Considerations: 31 3.10 Research Limitations: 32 3.11 Time Horizons: 32 3.12 Summary: 33 Data Analysis, Findings and Interpretation. 42 Figure 17: Factors that needs more emphasis for better brand value of Primark. However, an organisation thrives on focussing the concept of brand building so that consumers can get attracted within the organisation or towards the product.

34 4.0 Introduction: 34 4.2.1 Quantitative Analysis: For Customers (Part A). 16 Figure 4: Consumers’ Behaviour Model of Howard Seth. 43 Figure 18: Maintenance of standardisation of a product is crucial for branding. The competition level existent in the market is trying to work on various parameters that can help in attracting new customers while retaining the old ones.

52 5.1 Conclusion: 52 5.3 Recommendations: 53 5.4 Limitations of the Study: 54 5.5 Further Scope of the Study: 54 Reference List: 55 Appendix: A.. Branes and Schultz (2009) noticed that gaining customers’ attraction for many products is the sole objective of the sellers so that product can be sold in the market.

The particular study will aim at studying the mind of consumers and their decision-making for any product based on the concept of branding.

Topic will involve analysis of the branding during the process of consumers’ buying behaviour.

The researcher selected Primark as the case study so that concept of branding and consumers’ decision-making process can be analysed at better and focussed way.

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