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Impact of brand image on consumer purchasing decision: A case study on Tesco Plc.

Harvard, 12000 Words

Abstract

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

ACKNOWLEDGEMENT

Declaration

Abstract

Chapter 1: Introduction

Introduction

Background of the Study

Rationale of the Study

Problems of the Research

Research Aim and Objective:

Research Question

Research Hypothesis

Structure of the Study

Chapter 1

Chapter 2

Chapter 3

Chapter 4

Chapter Five

Conclusion

Chapter 2: Literature Review

Introduction

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

Uniqueness

Target Audience

Emotional Connection

Massage Delivery

Consistency

Factors Affecting Consumer Behaviour and Purchase Decision

Cultural factors

Social

Personal

Consumer Perception

Brand Image Shaping Consumer Perception

Customer relationship Management

Brand Image affecting Consumer Purchase Decision

Tesco Plc. Brand Image

Conceptual Framework

Summary of the Literature Review

Chapter 3 Research methodology

Introduction

Research Philosophy

Justification of the Philosophy

Appropriateness Of research Design

Research Approach

Justification of the Research Approach

Research Methodology

Explanation of Using Mixed Methodology

Type of Investigation

Justification of the type of investigation

Data Collection

Primary Data collection

Secondary data

Justification of Data Collection method

Sampling Frame

Research Instrument used

Interview

Questionnaire

Observation

Information Constant

Confidentiality and Ethical Issue

Research Limitation

Findings and Analysis

Introduction

Questionnaire Findings

Respondent Personal Analysis

Interview Findings

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?

Conclusion

Chapter 5: Conclusion and Recommendation

Concluding Remark

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.

Referencing

 

List of Figures

Figure 2.1: Logo Tesco Plc. 13

Figure 2.3: Characteristics affecting consumer behavior 16

Figure 2.3: Conceptual Framework. 21

Table 4.1: Age group of the Respondent 30

Figure 4.2: Age if the respondent 31

Figure 4.3: Occupation Of the Respondent 31

Figure 4.4: Occupation of the respondent 32

Figure 4.4: Brand loyalty. 33

Figure 4.5 Brand loyalty chart of the Respondent 34

Figure 4.6: Good brand image ensure product quality. 35

Figure 4.7: Good brand image ensure product quality. 36

Figure 4.8: People will buy the product that have a good brand image?. 36

Figure 4.9 People will buy the product that have a good brand image?. 37

Figure 4.10: people will not buy a product that have lost its brand image. 37

Figure 4.11: people will not buy a product that have lost its brand image. 38

Figure 4.12: People pay more to the product that have good brand image. 38

Figure 4.13: People pay more to the product that have good brand image. 39

Figure 4.14: Purchase decision depend more on Brand Image than the Product quality. 39

Figure 4.15: Purchase decision depend more on Brand Image than the Product quality. 40

Figure 4.16: Good brands demands high price. 41

Figure 4.17: Good brands demands high price. 42

Figure 4.18 : Online Market share. 42

Figure 4.19 Loyal Customers in Terms of Business. 43

Figure 20: Sales Report of Tesco Plc. (1999-2003) 44

Figure 4.21: Consumers’ Believing that they are using Tesco’s Product because of their brand image. 46

Figure 4.21: Consumers’ Believing that they are using Tesco’s Product because of their brand image. 46

Figure 4.21: Consumers’ Believing that they are using Tesco’s Product because of their brand image. 47

Figure 4.22 Consumers’ belief that they purchase from Tesco because of its Brand image. 48

 

 

 

Chapter 1: Introduction

Introduction

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.