Branding Dissertation

Branding Dissertation-20
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.

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.

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However, branding shapes up an important tool effective in shaping the consumers’ behaviour for a particular product.

In the particular dissertation study, the researcher has tried to understand the role of branding in consumers’ decision-making process of Primark.

With the help of various theories and concepts, the researcher will try to define the relationship between branding and customer’s decision-making process.

According to the research aim, framing of research objectives will be established so that further penetration of the research topic is taken into consideration.

Branding as a process of attracting customers holds the theme of the research project.

Chernatony (2010) noted that branding essentially focuses on building a communication bridge between the buyers and the sellers.I would like to take this opportunity to thank my supervisor ----------------------- for the constant guidance and support provided to me during the process of this research.It would not be justified if I did not thank my academic guides for their important and valuable assistance and encouragement throughout the research process.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.7 1.1 Introduction: 7 1.2 Research Aim: 7 1.3 Research Objectives: 7 1.4 Research Questions: 8 1.5 Background of the Topic: 8 1.6 Background of the Company: Primark. 36 Figure 13: Primark is attempting to focus on branding to generate new customers and retain old one.9 1.7 Rationale of the Study: 9 1.8 Purpose of the Study: 10 1.9 Structure of the Study: 10 1.10 Summary: 11 Literature Review.. 38 Figure 14: Primark is attempting to focus on branding to generate new customers and retain old one. 4: Primark is attempting to focus on branding to generate new customers and retain old one 37 Table no.Branding within an organisation is an important source for maintaining the standard quality for production of the product and rendering of services.An organisation needs to establish a relationship of trust and confidence with its customers so that it can understand the requirements accordingly and cater to its best possible way.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.

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