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An analysis of the impact of brand awareness on consumer buying behaviour in the clothing industry: A case study on Primark, UK

Harvard, 12000 Words

Abstract

 

The researcher intended to analyse the business success story of Primark through unique branding policy and practice that is to develop brand awareness into customers mind. Primark has strong belief on product quality and unique fashionable products presence that directs the strategic leaders to promote brand awareness practice. The researcher uses interpretivism research philosophy, deductive research approach, exploratory research purpose, multi-research strategy by applying case study survey research strategy and FGD (Focus Group Discussion) research strategy. The researcher chooses samples for primary data collection procedure by random sampling procedure that helps to choose 63 Primark customers and used same technique for selecting the marketing managers of Primark to collect FGD in-depth data. The finding represents strong brand awareness practice of Primark attracts customers towards Primark brand and this statement has 82 percent positive response from customers’ viewpoint. The customers have high brand image about Primark due to maintain fashionable clothing product and this statement has 83 percent positive response from Primark customers’ response at questionnaire survey. All the statements have high positive response but the customers are expecting to improve product quality for increasing business performance of Primark in future.

 

 

 

 

 

 

 

 

 

Table of Contents

 

Acknowledgement

Declaration

Abstract

Chapter – 1: Introduction

1.1        Background of the Study

1.2        Rationale of the Study

1.2.1         The Research Issue

1.2.2         The Reasons for becoming an Issue

1.2.3         The Reasons for becoming as Issue now

1.2.4         The research shed light on Beneficiary Issues

1.3        Research Aim and Objectives

1.4        Research Questions

1.5        Structure of the Study

1.6        Conclusion

Chapter – 2: Literature Review

2.1        Introduction

2.2        Brand

2.3        Brand Awareness

2.4        Brand image of Customers

2.5        Brand Satisfaction

2.6        Brand Trust

2.7        Customers Buying Behaviour

2.8        Brand awareness & information availability:

2.9        Brand Awareness based Customers Buying Behaviour

Figure 2.1: Brand Awareness based Customers Purchasing Intention

2.9.1         Brand Familiarity

2.9.2         Brand Fit

2.9.3         Purchasing Intention of Customers

2.10     Conceptual Framework

Figure 2.2: Conceptual Framework

2.11     Conclusion

Chapter – 3: Research Methodology

3.1        Introduction

3.2        Type of investigation

3.3        Research Philosophy

3.3.1         Justification of Research Philosophy

3.4        Research Approach

3.4.1         Justification of Research Approach

3.5        Research Purpose

3.5.1         Justification of Research Purpose

3.6        Research Strategy

3.6.1         Justification of Research Strategy

3.7        Data Collection Techniques

3.7.1         Primary Data Collection Technique

3.7.1.1         Justification of Primary Data Collection Technique

3.7.2         Secondary Data Collection Technique

3.7.2.1         Justification of Secondary Data Collection Technique

3.8        Sampling Technique

3.8.1         Justification of Sampling Technique

3.9        Data Analysis

3.9.1         Justification of Data Analysis

3.10     Ethical Issues

3.10.1      Justification of Ethical Issues

3.11     Research Reliability and Validity

3.12     Limitation of the Methodology

3.13     Conclusion

Chapter – 4: Findings and Analysis

4.1        Introduction

4.2        Findings of Questionnaire Survey

Table 4.1: Analysis of age levels of participants

Figure 4.1: Analysis of age levels of participants

4.2.1         Brand Awareness Practice of Primark

Table 4.2: Standard brand awareness practice attracts customers towards Primark brand

Figure 4.2: Standard brand awareness practice attracts customers towards Primark brand

Table 4.3: Brand awareness of Primark maintains innovative brand management operations

Figure 4.3: Brand awareness of Primark maintains innovative brand management operations

Table 4.4: Brand relationship developing process makes brand awareness practice of Primark successful

Figure 4.4: Brand relationship developing process makes brand awareness practice of Primark successful

Table 4.5: Brand awareness ensures brand trust and bonds to maintain effective relation with customers

Figure 4.5: Brand awareness ensures brand trust and bonds to maintain effective relation with customers

4.2.2         Brand Image of Primark into Customers Mind

Table 4.6: Customers have high brand image about Primark due to maintain fashionable clothing products

Figure 4.6: Customers have high brand image about Primark due to maintain fashionable clothing products

Table 4.7: Branding practice with innovative techniques increases brand image of Primark into customer’s mind

Figure 4.7: Branding practice with innovative techniques increases brand image of Primark into customer’s mind

Table 4.8: Customer’s brand image is supporting sales improving goal of Primark

Figure 4.8: Customer’s brand image is supporting sales improving goal of Primark

4.2.3         Brand Familiarity

Table 4.9: Brand familiarity is extensively examined by the customer’s view of product

Figure 4.9: Brand familiarity is extensively examined by the customer’s view of product

Table 4.10: Business commitments of organisation is vital for successful brand familiarity practice of Primark

Figure 4.10: Business commitments of organisation is vital for successful brand familiarity practice of Primark

Table 4.11: The attractive feature of fashionable products of Primark ensures strong brand familiarity in market

Figure 4.11: The attractive feature of fashionable products of Primark ensures strong brand familiarity in market

4.2.4         Brand Fit

Table 4.12: Brand fit is supporting to recognise the better value of customers

Figure 4.12: Brand fit is supporting to recognise the better value of customers

Table 4.13: Primark has leverage brand value into the marketplace

Figure 4.13: Primark has leverage brand value into the marketplace

Table 4.14: The brand fit operation supports to develop current brand associations into the customer’s mind

Figure 4.14: The brand fit operation supports to develop current brand associations into the customer’s mind

Table 4.15: Brand fit removes the confusion of customers about Primark brand

Figure 4.15: Brand fit removes the confusion of customers about Primark brand

4.2.5         The impact of Brand Awareness on Customers Buying Behaviour

Table 4.16: Primark maintains good behaviour and communication to ensure effective customer service

Figure 4.16: Primark maintains good behaviour and communication to ensure effective customer service

Table 4.17: High product quality and unique fashionable products increase brand awareness of customers about Primark

Figure 4.17: High product quality and unique fashionable products increase brand awareness of customers about Primark

Table 4.18: High brand satisfaction influences customers buying behaviour to become loyal customer of Primark

Figure 18: High brand satisfaction influences customers buying behaviour to become loyal customer of Primark

4.2.6         T-Test statistics and findings of Questionnaire Survey

Table 4.19: Average response of questionnaire survey

Table 4.20: T-Test result and statistics of questionnaire survey

4.4        Conclusion

Chapter – 5: Conclusion and Recommendation

5.1        Concluding Remark

5.2        Objectives Based Summary of Finding

5.3        Recommendations

5.4        Further Research Scope

References

Appendix A: Questionnaire Survey

Appendix – B: Qualitative Interview

 

 

 

 

 

 

 

 

 

 

List of Figures

Figure 2.1: Brand Awareness based Customers Purchasing Intention. 12

Figure 2.2: Conceptual Framework. 16

 

Figure 4.1: Analysis of age levels of participants. 27

Figure 4.2: Standard brand awareness practice attracts customers towards Primark brand. 28

Figure 4.3: Brand awareness of Primark maintains innovative brand management operations. 29

Figure 4.4: Brand relationship developing process makes brand awareness practice of Primark successful 29

Figure 4.5: Brand awareness ensures brand trust and bonds to maintain effective relation with customers. 30

 

Figure 4.6: Customers have high brand image about Primark due to maintain fashionable clothing products. 31

Figure 4.7: Branding practice with innovative techniques increases brand image of Primark into customer’s mind. 32

Figure 4.8: Customer’s brand image is supporting sales improving goal of Primark. 33

 

Figure 4.9: Brand familiarity is extensively examined by the customer’s view of product 34

Figure 4.10: Business commitments of organisation is vital for successful brand familiarity practice of Primark. 35

Figure 4.11: The attractive feature of fashionable products of Primark ensures strong brand familiarity in market 36

 

Figure 4.12: Brand fit is supporting to recognise the better value of customers. 37

Figure 4.13: Primark has leverage brand value into the marketplace. 38

Figure 4.14: The brand fit operation supports to develop current brand associations into the customer’s mind. 39

Figure 4.15: Brand fit removes the confusion of customers about Primark brand. 40

 

Figure 4.16: Primark maintains good behaviour and communication to ensure effective customer service. 41

Figure 4.17: High product quality and unique fashionable products increase brand awareness of customers about Primark. 42

Figure 18: High brand satisfaction influences customers buying behaviour to become loyal customer of Primark. 43

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

List of Tables

Table 4.1: Analysis of age levels of participants. 26

Table 4.2: Standard brand awareness practice attracts customers towards Primark brand. 27

Table 4.3: Brand awareness of Primark maintains innovative brand management operations. 28

Table 4.4: Brand relationship developing process makes brand awareness practice of Primark successful 29

Table 4.5: Brand awareness ensures brand trust and bonds to maintain effective relation with customers. 30

 

Table 4.6: Customers have high brand image about Primark due to maintain fashionable clothing products. 31

Table 4.7: Branding practice with innovative techniques increases brand image of Primark into customer’s mind. 32

Table 4.8: Customer’s brand image is supporting sales improving goal of Primark. 33

 

Table 4.9: Brand familiarity is extensively examined by the customer’s view of product ……………………………………………………………………………………………34

Table 4.10: Business commitments of organisation is vital for successful brand familiarity practice of Primark. 35

Table 4.11: The attractive feature of fashionable products of Primark ensures strong brand familiarity in market 36

 

Table 4.12: Brand fit is supporting to recognise the better value of customers. 37

Table 4.13: Primark has leverage brand value into the marketplace. 38

Table 4.14: The brand fit operation supports to develop current brand associations into the customer’s mind. 39

Table 4.15: Brand fit removes the confusion of customers about Primark brand. 40

 

Table 4.16: Primark maintains good behaviour and communication to ensure effective customer service. 41

Table 4.17: High product quality and unique fashionable products increase brand awareness of customers about Primark. 42

Table 4.18: High brand satisfaction influences customers buying behaviour to become loyal customer of Primark. 43

 

Table 4.19: Average response of questionnaire survey. 44

Table 4.20: T-Test result and statistics of questionnaire survey. 44