Do consumers really understand a company’s brand values? A case study on Vodafone Group PLC, UK

CWA 500 Words, CWB 2500 Words.

Table of Contents
A. Research Aims
B. Research Objectives
C. Research questions
D. Research Hypothesis
E. An overview of Vodafone Group Plc, UK
A. Brand Awareness
B. Perceived quality
C. Brand loyalty
D. Purchase intentions
E. Brand profitability
F. Brand preference
A. Type of Investigation
B. Data Collection Method
C. Sampling method
D. Accessibility issues
E. Ethical Issues
F. Data analysis and presentation
G. Limitations


1.     Introduction


Name, term, design, symbol and any other features that distinguish one seller’s product from other sellers is known as Brand. Nowadays Brand is a common term. It is used in case of marketing and advertising of products and services. Brand can be commodity or concept. To make a business successful, Brand needs to be properly placed in the market so that target market notices the brand. Brand management is a way of communication between the brand and its target market and it also include the way of positioning the brand in the market.

Brand awareness of customer is a very important thing for a product to be successful in the market. If a customer is not aware about the brand, he or she will not consider that brand in time of purchasing. A customer’s ability to remember and notice the brand in different situations and link the brand name and logo to the product in time of purchasing is called Brand awareness (Chhatbar and Kallai, 1997). There are two part of brand awareness: brand recognition and brand recall.  When a customer become devoted to the brand and make purchase the product of that brand each time of purchase, then it is known as brand loyalty.  A brand loyal customer will purchase the product of that particular brand irrespective of the price. This research is based on the impact of brand awareness on consumer behaviour based on Vodafone Group Plc in UK. Because nowadays consumer brand awareness increases, so the want to pay for their preferable recognized brand’s products. So now it is most important for the business to create awareness in their brand to create a better position in the market than their rivals (Clifton et al., 2003). As a result brand awareness is the main factor to create brand loyalty among customers and manipulate them to make buying decisions.

2.     Rational of this study


Recently companies understood that there is a strong relationship between profitably performance and brand awareness. It is an input to the band in monetary term which in turn becomes the revenue of the retailers. If the customers have any proper information about the brand, then they will not buy it and retailer or resellers will not make any purchasing decisions (Cochran, 1977). So brand awareness can influence both direct consumers and resellers. The brand awareness of the customer can be created from the perceived quality of the product, which in turn will become consumer brand loyalty

As there is no research in the field of telecom industry about brand awareness and its impact on the consumer’s behaviour, the researcher want to precede this study to eliminate the research gaps. By doing this research the researcher can make contributions to the literature in many ways (Coomber, 2002). This study can help the companies in the telecom industry about their marketing strategies and give some pure understanding of the important of brand awareness of consumers in this industry.