The study is conducted on how brand image affect the purchase decision of the customers. This study has tried to find how a brand image can accelerate or decrease the purchase intention of the consumer. The new business world is facing a complex rivalry. The competition went beyond of understanding of consumer need and fulfilling it. Consumer now search more in a product. Their purchase behaviour have got new dimensions also. The study focuses on the fact what are the buying behaviour of the consumers. It has also tried to find out the core factors that create a positive brand image for a product or for the company. The study have been done on the basis of Tesco. Plc.
The research used mixed methodology for deep understanding and more accurate result. The study has been done on 60 sample size. The research taken 50 respondent who use Tesco Company’s product for a longer time. The study found that most of the people believe that brand image can affect the purchase decision of the consumers.
Table of Contents
Chapter 1: Introduction
Background of the Study
Rationale of the Study
Problems of the Research
Research Aim and Objective:
Structure of the Study
Chapter 2: Literature Review
Brand and Branding
Understanding of Brand and Branding
Positive and Negative Brand Image and their Impact:
Importance of Brand and Branding
Important Factors of a Brand
Factors Affecting Consumer Behaviour and Purchase Decision
Brand Image Shaping Consumer Perception
Customer relationship Management
Brand Image affecting Consumer Purchase Decision
Tesco Plc. Brand Image
Summary of the Literature Review
Chapter 3 Research methodology
Justification of the Philosophy
Appropriateness Of research Design
Justification of the Research Approach
Explanation of Using Mixed Methodology
Type of Investigation
Justification of the type of investigation
Primary Data collection
Justification of Data Collection method
Research Instrument used
Confidentiality and Ethical Issue
Findings and Analysis
Respondent Personal Analysis
Do you think good brand image ensure high product quality?
What is Important for Building a good brand image?
How Tesco Plc. try to build their brand image?
How brand Image affect the purchase decision of the consumer and How Tesco encourages consumers to buy their product?
Chapter 5: Conclusion and Recommendation
Summary of Objective based Findings
Identifying the impacts of brand image
Identifying the impacts of brand image.
Determining the outcome of brand image on total consumer purchasing decision.
Exploring the relation between brand image and consumer behaviour in purchasing the product, Tesco Plc.
List of Figures
From the very beginning of the consumerism, the consumers have come out from the manipulation of the buying decision if the producers and started to make their own decision to buy a product. Buyers started to differentiate the product on the basis of product quality, price, and brand image. However in past few decades the marketing strategies also have changed. The retail system have also been changed. New Multinational retail chains started to do their businesses (Wiersinga, Chopra and Chua Teco, 1988).
There many multinational companies are doing business all around the world. The important factor for a multinational brand is their brand image. When a company enter in to host nation it need to ensure the positive brand image of the company.
The aim of the study is find out whether a brand image of a company can help to influence the consumer and the factors that make the help to create a positive brand image. The study will bring out the deep insight of the relation of brand image and consumer insight.