EFFECTS OF BRAND IMAGE ON CUSTOMER BUYING BEHAVIOR ON CLOTHING

Topics: Brand, Brand management, Branding Pages: 43 (9278 words) Published: October 1, 2014


RESEARCH REPORT

ON

EFFECTS OF BRAND IMAGE ON CUSTOMER
BUYING BEHAVIOR ON CLOTHING

BY

SIDRAH MERAJ
FA10-BB-0026

SHIGREF AQEEL
FA10-BB-0017

FATIMA ARSALAN
FA09-MM-0033

Research is done for our marketing research course submitted to SIR NAEEM SHAIKH

ACKNOWLEDGMENT

Firstly we would like to thanks Almighty Allah who has given us the opportunity and grace to see every new day and made it possible for us to accomplish the final project report on the topic of “Effects of Brand Image on Customer Buying Behavior on Clothing” direct by Sir Naeem Shaikh; the adviser of “Marketing Research Project” whose hard working and courageous support has made us able to present the final project report on the various aspects of the Effects of Brand Image on Customer Buying Behavior on Clothing. We have been assisted and blessed with many of our friends in doing this final year project work, and would like to acknowledge their support.

Respected Sir Naeem Shaikh as you assign the task of conducting research of marketing research project, we have strictly followed all your instructions and requirements. We have putted our best to complete this report. It was nice of you to assign us this task of responsibility, and also we would like to thank you for guidance, support, encouragement, motivation and supervision which enable us to successfully conduct our research and finally come up with this report.

ABSTRACT
This research report consists of five chapters, and the topic of the research is “The affect of brand image in customer buying behavior in clothing”. In the first chapter we have discussed about the introduction of the topic, the background of brand, research aim and objective and research questions. In the second chapter we have discussed some of the literature reviews i.e. the past research by the researchers about the brand image, pricing, quality each and every factor related to brand. In the third chapter, we have discussed about the research methodology i.e. the research process, philosophies, approaches, research samples and techniques, etc. In the fourth chapter, we have discussed and interpret the results that we have gathered from the survey questionnaire. And at last in the Final chapter, we have discussed some of the conclusions and the recommendations with limitations and future implications about the research theme.

Table of contents

1.0
Introduction………………………………………………………………………... 6
1.1
Branding………………..………………………………………………………….. 7
1.2
Rationale of the Research..……………..………………………………………..... 7
1.3
Problem Statement……………………………………………………………….... 8
1.4
Aim of the Study….…...…………………………………………………………... 8
1.5
Objective of the Study……..……………………..……………………………….. 8
1.6
Research Questions……………………….……………………………………….. 9
1.7
Research Hypothesis………. ……………………………………………………... 9
1.8
Significance of the Research…….………………………………………………… 9

1.8. l Literature Review

1.8. 2.1 Introduction.………………………………………………..………………………. 10

. 2.22.2 The important roles of brand.……………..……………….………………………. 10
2.3
The characteristics of successful brands…..……………………………………..... 11
2.4
Brand equity……….……………………………………………………………… 11
2.5
Brand awareness…………………………………………………………………... 12
2.6
Brand quality…………………….……………………………………………….... 14
2.7
Brand Loyalty……………………………………………………………………... 15
2.8
Brand Association…………………………………………………………............. 16
2.9
Price……………………………………………………………..……….………... 18
2.10
Consumer Buying behavior……………………………………………….………. 18
2.11
Summary…………………………………………………………………………… 19

Reseach Methodology

3.1
Introduction………………….…………………………………………..……...…. 21
3.2
Research process……………………………………………………..………...…. 21
3.3
Research Strategies……………………………………………………………..…. 23
3.4
Research Choices………………………………………………………………..… 24
3.5
Time Horizon………………………………………………………………………. 25...

References: 2.2 The important roles of brand
Brand is a name in every consumer’s mind (Mooij, 1998) and it is characterized by a noticeable name or symbol which can differentiate the goods and services from the rivals’ (Aaker, 1991; Keller, 1998)
2.3 The characteristics of successful brands
A brand can be an endless and profitable asset as long as it is maintained in a good manner that can continue satisfying consumers’ needs (Batchelor, 1998; Murphy, 1998)
2.7 Brand loyalty
Brand loyalty is one of the most important components of brand equity and also positively and directly affected brand equity (Atilgan et al., 2005)
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