Research Title Title Impact of Brand Image on the Clothing buying beha vior- A Case Study of o f Marks & Spencer Abstract This project p roject attempts attempts to find out the effect of brand image on consumer purchasing behavior. behavi or. There are numerous brands around the the world, however, whether the brand is influential or not depends on how ho w it is i s perceived. Therefore, the the study of brand can provide an insight for further further brand development. Significance of brand image was w as focused by many marketing marketing genius and they suggested to study on the concept of brand brand equity equi ty (Keller, 2003). Marketing Marketing usually makes the difference between the success and failure for most consumer goods companies. If a company produced a product that no one knew abo ut, the the company would woul d be unlikely unli kely to survive. Effective marketing marketing strategies strategies help he lp organisation create brand image to the consumers. Brand is observed as a idea i dea that overcome in the mindset of the customers customers as well as brand has the individuali indivi duality ty that that might be the visibility visibili ty of individuality individual ity of products, products, meaning that assist to differentiate the given products and service from the the competitor (Aaker, 2006). A steady brand image can create a special uni queness in a market, increase the profitability, profitability, and enhance a mediatory correspondences and it boost up the options of brand expan sion (Aaker, 2006). Brands are so important that that they are regarded as the equity eq uity to a firm. Brand equity equi ty can be divided into i nto four dimensions, includi ng brand awareness, perceived quality, brand loyalty and brand associations. All Al l of them have significant signi ficant contribution contribution to the brand as equity to the firm. This project has been conducted condu cted by following the qualitative research method method and taking interviews of the respondents. During the interview a predetermined predetermined questionnaire questionna ire was followed. follow ed. The findings of this study revealed revealed that consumers’ consumers’ clothing buying buyi ng decisions are influenced influen ced by the brand image of the retailer. It has been found that brand image of the company influence in fluence on the consumers’ consumers’ buying decision deci sion when they buy clothes. A research should reach to to more more people as the the more more sample a researcher receives the more variation he or she will wil l get and it will wil l enhance the research research findings. So it requires more more interviews, more data data collection coll ection and all above is the diversity in study. More research research can be continued with wi th taking samples from different different countries. countries. Different sampling groups can al so be fruitful fruitful like l ike working w orking class, cla ss, garments garments worker, teenagers etc.
Table of Contents Contents Chapter 1 (Introducti on) 1.1Research Background 1.1.1Brand Image and Fashion Cl othing 1.1.2UK clothi ng market 1.1.3Bri tish spending habits 1.2Probl em Statement 1.3Research Ai m and Obj ectives 1.4Research Questions to be answered 1.5Rational e for choosing this Study 1.6Background of the case company (Marks and Spencer) Chapter 2 (Literature Revi ew) 2.1 Introduction
Page No. 01 01 02 03 04 04 04 04 05 06 06 06
2.2Marketing 2.3Brand 2.4The Important Rol es of Brand 2.5The Characteri sti cs of Successful Brands 2.6Brand Equity 2.7 Opti ons for Brand Elements 2.8 Consumer Buying Behavior 2.8.1 Model s of Consumer Behavior 2.9 Brand Image and Buying Behavi or 2.10 Clothi ng Choi ce Criteria 2.11 Summary Chapter-3 (Research Methodology) 3.1 Introduction 3.2 Research Phil osophy 3.3 Research Approach 3.4 Research Method 3.5 Justification of Research Method 3.6 Research Strategy 3.7 Case Selection 3.8 Data Coll ection Method 3.9 Sampl ing Technique 3.10 Interviews 3.11 Questionnai re Foll owed Duri ng Interviews 3.12 Data Analysis & Presentation Method 3.13 Rel iabili ty and Validity of Data 3.14Ethical Considerati ons 3.15 Limi tation Chapter-4 (Fi ndi ngs & Anal ysis ) 4.0 Introduction 4.1 Overvi ew of the Survey Study 4.2 Findings of the Study Sample 4.2.1 Findings regardi ng Consumer Traits 4.3 Findings Regardi ng Brand Image and Fashion Buyi ng 4.4 Effect of cl othing brand image on consumer buying behavior 4.4. 4.4.1 1 Signif Signific ican ance ce of clot clothin hing g bran brands ds on cons consum umer er pur purchas chasing ing deci decisi sion ons s 4.4.2 Brand Awareness 4.4.3 Perceived Qual ity 4.4.4 Brand Loyalty 4.4.5 Brand Association 4.5 Summary Chapter 5 (Concl usion & Recommendation) 5.1 Research Overview 5.2 Conclusion Chapter 6 (Recommendation) 6.1 Recommendations for further research Reference Appendix-1 Appendi x-1
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2.2Marketing 2.3Brand 2.4The Important Rol es of Brand 2.5The Characteri sti cs of Successful Brands 2.6Brand Equity 2.7 Opti ons for Brand Elements 2.8 Consumer Buying Behavior 2.8.1 Model s of Consumer Behavior 2.9 Brand Image and Buying Behavi or 2.10 Clothi ng Choi ce Criteria 2.11 Summary Chapter-3 (Research Methodology) 3.1 Introduction 3.2 Research Phil osophy 3.3 Research Approach 3.4 Research Method 3.5 Justification of Research Method 3.6 Research Strategy 3.7 Case Selection 3.8 Data Coll ection Method 3.9 Sampl ing Technique 3.10 Interviews 3.11 Questionnai re Foll owed Duri ng Interviews 3.12 Data Analysis & Presentation Method 3.13 Rel iabili ty and Validity of Data 3.14Ethical Considerati ons 3.15 Limi tation Chapter-4 (Fi ndi ngs & Anal ysis ) 4.0 Introduction 4.1 Overvi ew of the Survey Study 4.2 Findings of the Study Sample 4.2.1 Findings regardi ng Consumer Traits 4.3 Findings Regardi ng Brand Image and Fashion Buyi ng 4.4 Effect of cl othing brand image on consumer buying behavior 4.4. 4.4.1 1 Signif Signific ican ance ce of clot clothin hing g bran brands ds on cons consum umer er pur purchas chasing ing deci decisi sion ons s 4.4.2 Brand Awareness 4.4.3 Perceived Qual ity 4.4.4 Brand Loyalty 4.4.5 Brand Association 4.5 Summary Chapter 5 (Concl usion & Recommendation) 5.1 Research Overview 5.2 Conclusion Chapter 6 (Recommendation) 6.1 Recommendations for further research Reference Appendix-1 Appendi x-1
List of Table
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Tabl e 4.1: Gender of the sample Tabl e 4.2: Age of the sampl e Tabl e 4.3: Education l evel of the respondents Tabl e 4.4: Disposable monthly income of the respondents Tabl e 4.5: Previous Experi ence with Onli ne Purchasi ng Tabl e 4.6: Future Expectation of Online Shopping Tabl e 4.7: How much does famil y i nfl uence onli ne shopping? Tabl e 4.8: How much do friends i nfl uence online shopping? Tabl e 4.9: How much do online forums influence onl ine shopping? Tabl e 4.10: Fashion Style of the Respondents Tabl e 4.11: Brand Popularity of the Respondents Tabl e 4.12: Monthly spending of respondents Tabl e 4.13: Buyi ng experience from Marks & Spencer Tab Table 4.1 4.14: Ways to to le learn arn ab about clot lothing ing br brand ands lik like e Ma Marks & Spen Spenc cer Tabl e 4.15: Cri teri a for Judging Cl othes Quality Tabl e 4.16: Cl othes Purchasi ng Habi t
33 34 35 36 38 38 39 40 40 41 42 43 44 46 47 48
List of Figure Figure 2.1: Consumer Behavior process Figure 3.1: Components of data analysi s: an interactive model Figure 4.1: Distribution accordi ng to the variable - Gender Figure 4.2: Distribution accordi ng to the variable –A ge Figure4.3: Distributi on according to the variable –Educati on Figure 4.4: Distribution according to the the variable - Disposabl e Monthly Income Figure 4.5: Brand Popularity of the Respondents Figure 4.6: Monthl y Spending of the Respondents Figure 4.7: Determini ng Factors for Clothes Purchasing
14 29 33 34 35 37 42 43 44
Chapter-One Introduction
1.1Research 1.1Research Background Backgroun d This project p roject attempts attempts to find out the effect of brand image on consumer purchasing behavior. behavi or. There are numerous brands around the the world, however, whether the brand is influential or not depends on how ho w it is i s perceived. Therefore, the the study of brand can provide an insight for further further brand development. Thought of personal personal expression and an d dressing have a complicated compli cated interrelation. It can be understood by means of the usage of brands, color, cloths and openn ess of fashion in the day to life of general people. pe ople. Many people use contrasts and colors that express feelings according accordi ng to their state of mind. In respect of buying beh avior relating to dresses facts facts like like desi desi n, indiv individu idual alit it , com comfort ort etc etc la s an im ort ortant ant role. ole. At resen esentt UK clot clothin hin , indus industtr is
being more and more competitive competitive and it i t is being very difficult for fashion fashion retailers li ke Spencer (M&S) and Marks to to sustain quality quali ty as well as productivity in clothing cl othing industry. The main cause behind i t is the purchase of cloths from the the countries, which has a cheap labor l abor costs. Ultimately, Ultimately, the situation situation inspi ring M&S to cancel UK based supplier’s suppl ier’s agreements.
Marketing Marketing usually makes the difference between the success and failure for most consumer goods companies. It is the lifeblood lifebloo d of many companies. If a company produced a product that no one knew about, the the company would be unlikely unl ikely to survive. This is basicall y at the the point where marketing marketing comes to play role. As expressed by Brandchannel.com (2007), brands like Volkswagen or Vodafone and others others was not successful in respect of expansion of their brand names to others products products like li ke running shoes, and lipsticks. And Marks and Spencer (M&S) (M&S) was very successful with various products under its brand name and they enjoyed a special flexibility flexibil ity here. A numerous items items are sold in here. Such as house wares, w ares, women’s fashion, foods and different merchandise merchandise items. i tems. Normally retailers sell products under the brand of manufacturer manufacturer but they they are selling sell ing those products under their single brand name. It is to find that how they are being very comfortable comfortable or easy in regards to this particular way. During last l ast few years the the consumer group of UK is accustomed with purchasing Chi cken curry, hand wares and brassieres from M&S. actually, they have a great trust on the quality of M&S because they are dealing deali ng with wi th M&S for a long time. The Stately British Institution for its pompous British culture recognized it. As expressed by Brandchannel .com (2007) (2007) this is the culture, which can be defined as a gorgeous culture cul ture because it is the culture of nice manners where gentle man means a hat worn wo rn man. In today’s business consumer or customer, customer, experiment is very important. According to Blackwell et al., (2006, p. 10) a nation’s economic capability or stability is affected affected by the behavior behavi or of customers. customers. It is the normal tendency of general consumers to purchase their required products and services from from that particular retailer who is reli able in i n regards to quality and have a strong brand value or image. The research is i s oriented to focus that how the brand image of M&S is making influence i nfluence on customers. Research relating to consumer behavior i s a scientific method, which relates rel ates the process of selection, use and disposal of goods and services, which will wi ll meet up the needs of customers. customers. As expressed by Anderson et al , (2005, p. 25) marketing marketing strategy is greatly related rel ated with the concepts or ideologies ideologie s of consumer behavior. How so far an organisation will w ill be able to satisfy customer depends on the degree of o f understanding about the customer requirements. So according to Solomon (2002, p. 167) marketing marketing plan shoul d include includ e the basic concept of consumer behavior in every aspects of marketing marketing strategy. As expressed by Schiffm S chiffman an and Kanuk (2000, p. 34) consumer behavior has been j ustified in marketing because deli vers basic concepts and thinking of o f marketing marketing in regards to operate the the business successfully. successfull y.
1.1.1Brand Image and Fashion Clothing C lothing Cloths are very essential to keep our body warm. In unfavorable situations or environment, it is impossible for human being to be protected without cloths. According to O’Cass (2000, p. 545) at present abreast the fundamental fundamental functions, cloths are recognized as a fact fashion. That focus the status status of mentality mentality of an indi vidual and a nd the about their personality. So it is can be regarded as a measure of personality. For people of all classes cla sses and ages shopping for clothes is a well-li ked pastime. Due to the explosion of several brands in the market the customers customers should be make a deep consideration consi deration at the time shopping. As expressed by R ayport and Rayport (2003, p. 37) the the shopping shoppin g method can be se ment ented b three hree sta sta es such such as re- urch urchas ase, e, urch urchas ase e and and ost ost- urch urchas ase. e. All the sta sta es
are equally important because any stage can alter the decision of buying. When a customer makes a decision of purchase, he should give importance his or her personal required, product properties or particulars, decide the time and place of purchase, select the retailer, prefer the modes of buying. According to Aaker (2006, p. 123) a steady brand image can create a special uniqueness in a market, increase the profitability, and enhance a mediatory correspondences and it boost up the options of brand expansion. Though the consumers do not have a profound knowledge of on a particular brand because of that they have a greater rely on the brand image. That is why sustaining the brand image requires a great importance. As expressed by Abend, 2000 to distinguish the existing brands in a particular market, marketers would intend to form a unique brand because it will help to acquire fame and market share. According to (Keller, 2003, p. 2) significance of brand image was focused by many marketing genius and they suggested to study on the concept of “Brand equity”. This concept concludes that brands are treated as an i mportant assets and it enables the organisations to increase their revenues.
1.1.2UK clothing market British fashion is just not a simple fact in the industry. Is it a very healthy sector and that contributes near about £21bn to the economy of UK? Here is short brief of British fashion industry• The worth of total fashion industry in UK is about £37bn in which individual value of fashion industry to the UK economy is £21bn. • Fashion industry makes an employment opportunity for 816,000 people directly, which is 2.8% of total employment in UK. • In, 2009 about £37.2bn was the contribution to UK GDP by fashion industry. • About £46bn was consumers spent on clothes and shoes.
1.1.3 British spending habits Habitually British more prefer to spend than to save. A research conducted done by Weekes (2004, p. 113) focus that less than one third of the female peopl e and half of the male people like to save. Here women prefer more to spend on clothes in respect of men. Among them, half of the female have minimum one store card and two thirds of them have two or one l oyalty cards. Even women shops for men. Both the cards are same in regards to the promotional strategies. By the way this study focuses that store cards are not used regularly. However, there have some promotional offers for the respective cardholders. There is a cause that it charges higher interest rate than credit cards or personal l oan (Mintel, 2003, p. 112).
1.2 Problem Statement
Customers would like to purchase products as well as services as of the retailer who are extremely a great deal
recognized to them as well as whose include brand name fairness. Consequently the main reason of this study may be to discover the effects of brand name on customers’ choice of fashion brands. 1.3Research Aim and Objectives The aim of this project is to investigate the effect of brand image on consumer purchasing behavior in the clothing industry. The objectives of this research areTo review the literatures related to the brand image and its effect on the consumers’ buying behaviors; To explore the clothing buying behavior of consumers at M & S; To analyse the impact of brand image on the buying deci sion of the consumer; 1.4 Research Questions to be answered The following research questions will be answered through this studyWhat are the impacts of brand image on the buying decision of the consumer? What factors influence consumers when they buy clothing of a certain brand in the fashion industry? How does the organisation create brand awareness? 1.5 Rationale for choosing this Study It is an old saying that consumers are god. The particuar concept is valued by every types of concern. At present customers experimentation is the top required fact in all kinds of organisations. As expressed by Blackwell et al., (2006, p. 10) activities of customers can influence the financial status of a country seriously. Customers will prefer to shop their required goods and services from that retailer who is famous and not partial to any product. This research will be very helpful to have a clear concept on customer’s behavior.
Chapter-Two Literature Review 2.1 Introduction This research is going to investigate the how brand of a company affects its market share by focusing consumers in the fashion industry. The researcher has explained a theoretical framework for the roles of brand, brand loyalty and brand eq uity. The way of creating the brand name for the organisation as well as the effect of it is on the market share through focusing the customers in the fashion related industries this study contains this i ssue. The contribution of the brand, loyalty of brand as well as the equity of the brand is said by the researchers.
Aaker (2006) and Murphy (2008) articulate that this is the brand that forces the consumer to distinguish product as well as service as of these of the contestant. The enlargement of the fashion related companies as well as attractive marketplace has driven the attributes of the culture of customers considerably across a variety of customer segment that is catalyzed by globalization. Transfers in the values of culture, customer preference, as well as buying intention towards designers of the product are debatably the most dangerous issue faced by the promotional manager now. A lot of researchers dispute that rising globalization is dropping the similarity of customer behavior in country, at the same time as growing communality across cities (Cleveland and Laroche, 2007). Through the designers of the brands, storing the brand, personalizing, promoting as well as the global market ethnicity the customer market for the fashion industries become different. If manufacturer as well as retailer of fashion attire may recognize the target preferences of the customers, they might be well again capable to draw as well as keep the target customer set.
2.2 Marketing Marketing usually makes the difference between the success and failure for most consumer goods companies. It is the lifeblood of many companies. If a company produced a product that no one knew about, the company would be unlikely to survive. This is basicall y at the point where marketing comes to play role. The American Marketing Association (2004) defines marketing as: Marketing is an organisational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders (American Marketing Association, 2004). Effective marketing strategies help organisation create brand image to the consumers.
2.3 Brand A name, word, symbol, character otherwise aim or an arrangement of these terms, that recognizes that manufacturer or retailer of products or services is called brand. It has increasing very tough that now barely everything goes un-branded. In the branded jars even the salt is packed that is very common. Consequently it has enormous effect on the customer behavior of buying (Murphy, 2008). The significance of it is clarified here2.4 The Important Roles of Brand Mooij (2008) said that, brand is observed as a idea that overcome in the mindset of the customers as well as brand has the individuality that might be the visibility of individuality of products, meaning that assist to differentiate the given products and service from the competitor. According to Murphy (2008), it is able to be a combination of produced products, packaging of these correctly, support as well as advertising of products, as well as the own universal symbol.
Aaker (2006), Fennis and Pruyn (2006) says, consumers might prefer to buy as well as utilize brand name of products in addition to service with the meaning of revealing own independence in different conditional position of affair.
At present, consumers have broad diversity of assortment criterion to choose products at the same time as go to the market to buy the products as well as service. According to Doyle (2002), creating a victorious brand name might help raising the probabil ity of buying the products or
service given through organisations.
To make an efficient and effective brand the buil ding block needed four fundamentals for example physical products, benchmarking the products, augmented as well as promising brand (Levitt, 2003). When the concerned customers fulfill the main as well as the core expectations with the products these products are said the physical p roducts. Throughout rising consumer affection as well as authenticity a possible brand might be constructed.
2.5 The Characteristics of Successful Brands A brand can be an everlasting and lucrative asset as long as it is maintained in a good manner that can continue satisfying consumers’ needs (Batchelor, 2008; Murphy, 2008).Though booming brand is able to be completely dissimilar in character, these allocate somewhat in ordinary, such as costly product as well as reliable excellence (Murphy, 2008).
Levitt (2003) said that, there are four fundamentals to build a booming brand name, specifically physical products, essential brands, increased brands as well as possible brands. Tangible products mean the product that meet up the essential wants of the consumers. Basic brands, conversely, believe the wrapping of the touchable products in order to draw the concentration as of the possible consumers. The brand name might be supp lementary increased by means of the condition of reliabi lity, effectual after sales service as well as the akin to.
Lastly as well as mainly, a probable brand name is recognized during producing consumer fondness as well as faithfulness. Through it, the picture of the brand name might be highly instilled in the mind of the customers.
2.6 Brand Equity Keller, (2008, p. 20) said that, Brand equity strengthen the exclusive promotional sound results that is forced on the brand. Bello and Holbrook (2005, p. 125) explained that, positive portion of the brand of equity of brand, in the period of the consumers become involved to distribute additional payment for ensuring the similar stage of excellence owing to the appeal of symbol or individuality that is unknown into the goods; the equity of brand is viewed.
Owing to uphold the solitude of the equity of brands all over the earth the countries are imposed ordinance of law to protect the patent, brand as well as another elusive wealth. According to Murphy (2008), trade name is not insubstantial but trade-able products owni ng the assessable monetary worth. Today it is more usual to observe the very famous brand that is the member of share market wherever the share is exchanged. Brand equity might assist the consumers to be capable by means of information that indicate the brands that may affect honesty of consumers to both brands as wel l as the organisations throughout the purchase process consumers through sound perception become appreciabl y pleased as of purchasing the equal goods as of the equal store rather than purchasing as of the store that knowledge them with deprived products activities.
A. Brand Awareness Brand Awareness is the one of main determinants of equity of brand in four kinds of element that is mention above. Aaker (2006) said the main theme of awareness of brand is poi sed of the capability of potential consumers for simply recalling and be common by the brand, connecting the brand during its consequential produce set.
Awareness of brand is defined as the consumer awareness as well as their reply to the beginning of innovative product of the similar brand, brand getting by the consumers also rapidly regulation of their options regarding acquiring the innovative goods of the similar brand investment business (Aker, 2006). The product information is very much significant for the consumers since the information the services also product can befall individual of the acquiring alternatives. Nedungadi (2004) said that, Consumers will facilitate the business to guarantee a greater prospect to begin their innovative goods same of obtainable market by increasing brand consciousness. The superior stage of purchasing goods depends on the procedure of superior rank of awareness of a brand.
Hoyer (2004) and Macdonald & Sharp (2002) said that, awareness of brand might perhaps clarify the causes for the consumers are frequently attracted to acquire a common branded goods while not exchange an unfamiliar goods.
The level of consumers and awareness of brand level generally is changed by numerous elements for example political and geographical. Keller, (2008) said that, brand awareness be able to enhanced by generating the contact replication of consumer concerning the apparent brand. Among a sight to attain brand awareness, there are two signi ficant duties are to be accomplished; the first is to enlarge the brand name personali ty and the second is to correlate it by the product division. By the image approval might be numerous positive systems in errand of elevating brand awareness through brand advertisement.
Recently there has been a rising figure of advertising operations all through the earth. Alvarez and Casielles (2005) said, newl y consumers are more attentive about the qualified payback of goods in appraising the presentation of products and services.
B. Perceived Quality Perceived quality is as well staring as one of the significant rudiments of brand impartiality. Aaker (2006) said that, perceived quality refers the awareness of a consumer concerning the whole capability with constant concert of the goods. Delong (2004) accomplished the perceived quality that it will eventually influence consumer manners in habitually acquiring the goods of the corporation to which they are faithful. Amount of aspects can be resolute by a perceived q uality. Following successive elements can be consists of perceived quality for example attitude the facets excellent goods and eligible services. Moreover, the goods value has been observed as one of the mentionable features to estimate the attitude excellence. Though the value nowadays in mainly study is measured as a standard to appraise the excellence of goods payable to
several public have defeats to the information of superiority.
C. Brand Loyalty Atilgan (2005) said that, brand loyalty means the quantity to which the consumers are to not hypothetical to control to other surrogate products and services. It is the significant branch of brand equity. Consumer stand is extra susceptible than consumer loyalty of the business. Finally, by assembly the consumer’s trusty to the brand the firm can guarantee to protect the superior earnings scope as well as likely opportunity enlargement.
As a result, brand loyalty depends on the exploit time in make sure the suitable maturity as well as to offer the consumer’ by superior also greater happiness relation to the competitors. Fully the budding desires of consumer must be recognized, pleasure of the consumers must be guarantee, new goods might be initiated to the market it might be the possible insist from the consumers, incessant study to the wants not the goods is execute to guarantee the consumer reliabil ity. The rewarded in performing fastidious tasks involving the enhanced presentation of firm depends on the brand.
D. Brand Association Brand association is the concluding elements of brand equity. According to (Aaker, 2006, p. 28), a brand association theme refers to the connection of consumer of a precise brand to the insight they appeal in their wits from an extremely great instant. Keller (2008) and Yasin (2007) both said that, the essential element of brand impartiality such as the brand association will significantly have valuable things in prospect enhanced recital of firms. Mention brand involvement of a fastidious product charging the material products criterion of products there may be some imperceptible personality. Consumers preserve involved by the sign though busine ss supplies in a scrupulous brand. Finally, guarantee the brand association during complete brand of a firm will eventually affect a brawny brand icon in the consumer’s brains grounds enhanced concerts of the firm.
2.7 Options for Brand Elements Brand Names: As the central theme and key associations are captured by brand name the brand name is fundamentally important. It is some time important for the brand to have a wide meaning about the customers rather the product or service in the brand even though the selection of the memorable brand name is important.
Uniform Resource Locators (URLs): To select the web pages specifically the URL i s used. To own the URL the registration in the Register.com is first required. However the brand recall i s important for the URL for the customer to visit the web sites.
Logos and Symbols: In term of building brand awareness the visual brand elements are seemed to play important role even though the brand aw areness is seemed to be important in creating brand awareness. The logos and the symbols are used as the visual signs to represent
the brand name. However due to their visual appearances the products or service about the corresponding brand can be easily determined by the customers and it facilitate the brad recall.
Characters: The symbol or sign representing the human real life characteristics is referred to as characters. Playing a central role in the brand campaigns the brand character is introduced through the advertisement. A number of brand equity benefits can be provided by the brand character.
Slogans: The short phases communicating the descriptive or the persuasive i nformation about the brand is referred to as the slogans. Although it sometime appears in advertising that it can play an important role in aspect of marketing programs or the packaging program. Because li ke the band name the slogans are powerful branding devices they are sometimes extremely efficient. They are used as the strong tool of marketing translating and summarizing the intent of the marketing program with very short phases.
Jingles: The musical message written around the brand is referred to as the jingle. The jingles are generally written can composed by the song writer and are used as a strong tool to be permanently registered in the listeners mind whether or not it is demanded by them. Although jingles can ensure brand benefits they sometimes bear a fairly abstract fashion and the non direct foundation of the music. However jingles itself can influence the customer by making them listen the appealing music.
Packaging: The activities of preparing the wrappers or the containers of the produced products are referred to as the packaging. The functional and the aesthetic components of packaging are important components and are chosen correctly the packaging shape, size graphics; test and color are related to the aesthetic considerations. The company, by conducting a good looki ng packaging can further ensure the brand equity by making the products more attractive.
2.8 Consumer Buying Behavior For many purposes people all over the world consume huge products every day and specially for fulfilling the basic necessities. To continue the remaining rise of productivity and market explosion, this high consuming culture is now predominant in the field of marketing study and investigation for further improvement (Schiffman and Kanuk 2005). The manners of customer is the trend of choice and decision making to purchase a particular product relating some common factors like availability, time management, expense, price and ul timately the effort to consume (Blackwell et al. 2006).External orientation, personal choice, ideas and experiences are also influence a consumer to shape his behavior with a complete approach (Gabbott and Hogg 2008). Consumers purchasing behavior has a strong importance to understand market from a diverse perspective. This approach can create an impact on the economic lifeline of a country (Blackwell et al 2006).There may have certain choice of a consumer to purchase his or her goods from a fixed store though many people today used to practices the idea of existence with the best. Moreover, a client’s choice can give many hints to the producer to keep their existence in the
competitive market, by which a company can survive. Secondly, if the industry knows the choice, demands and reasons of the consumer to purchase a certain product, it can hel p the industry to make best practice of such facts to maintain and to control the market with the policy of the response to demand (Blackwell et al 2006).For an example, a facility can be provided to products made by the tailor to increase the value of the customer and also simplify repeatedly consumption (Gabbott and Hogg 2008). Besides, studies of a consumers manner, dominant choice can run towards the success of an organi sation and in a statistics it’s found that maximum successful companies are by nature respected to people’s choice (Blackwell et al 2006). The idea of thinking customer as the king is truly concentrated deeply in almost every organisations mind that they will always try to make their king happy with purchasing their products and of course with all inventive marketing policy will make the demand into apex.
2.8.1 Models of Consumer Behavior To understand or to explain the behavior of customers purchasing there are many models have been developed time and again. These can be different from one another but most of these are similar in several stages like the pre-purchase, purchase and post-purchase (Hoyer, 2003).A consumer’s behavior is basically the integration of procurement, consumption and removal of goods and facilities (Blackwell et al 2001). But sometimes this type of explanation has shortages like the continuation of the whole process is absent here. With more elaborately it can be explained as combination and integration of the total consuming process, removal of previous used goods and fastening the whole services with a circle of demand and supply (Arnoud et al 2004). With respect to the model of consumer’s decision and its process a customer should follow all the seven steps to reach into their final conclusion. These exclusive seven steps are- need recognition, information search, pre-purchase, evaluation, purchase, consumption, postconsumption evaluation and divestment (Blackwell et al., 2006, p. 10). Many analysts also showed almost similar model with simple deviation like the choice of different word to term the steps (Rayport and Jaworski 2003). Almost maximum research to study consumer behavior i s rooted into these stages and it shows how these stages effect in customers decision making and choice (Blackwell et al 2006).
Figure 2.1: Consumer Behavior process Stage One- Need Recognition Needs recognition can be transpired at the same moment with the logic of insufficiency of remarkable appeal which can intensify the use to the consent of a person (Solomon et al 2002). Stage Two-Search of Information To understand the contentment of the consumer with a certain product and facts concerning the appeared demand is investigated in this stage. The strategies of investigation or search of
information can vary from consumer to consumer and it totally related with some individual factor like-status, income, professions and many others (Moorthy et al 2007). Stage Three-Pre-purchase Evolution In this stage the decision can fringed by different products as well as brand to purchase by the client. Here, a customer makes a close observation about his or her exact demand and the importance of the expected products with the current necessity (Kolter et al 2005). Common features like the class, expense, dimension, amount, and price are most frequently used idea to make a choice of a particular brand. A single difference can change the motive of total process and can influence the purchasing factors (Blackwell et al 2006). Stage Four-Purchase decision In this stage a customer calculate the offer and price of different shop. There are basically two phases which put pressure in making a choice like the option of dealer and the shops with stock up initially the buying decision (Blackwell et al 2006).
Stage Five, Six and Seven In the fifth stage, a customer started to consuming the goods and in stage six, a consumer assesses the whole process of consumption. It makes an idea of happiness when more demand and expectation for a particular product increased (Blackwell et al 2006). The last stage but not in the list, stage seven comes with divestment where a purchaser arrange or reprocess the goods at same moment. This is very crucial stage as here exists the chance of purchase of a product repeatedly and it gives an answer to the retailer about the needs and demands of the consumer (Rayport and Jaworski 2003). 2.9 Brand Image and Buying Behavior Brand image is the awareness of a brand in the brains setup of public defines by American Marketing Association, Chernatony and McDonald declare. Customer perceptions imitate by brand image of a brand’s uniqueness with might be measured by the relations they clasp in their recollection. Keller (2008) also assumes marketing programmers are formed a constructive brand image that connection burly, constructive, as well as exclusive involvement to the brand in recollection. Though, at a time, there is immobile no sole trustworthy classification of brand image. Different perspective can be described of brand image. In Dobni and Zi nkhan’s study, some drawbacks they are declare that the explosion of brand image study is discussed above. Bellmore (2004) said that more occasions and during overeats, or abuse, the significance of “band image” has disappeared and has missing much of its prosperity and worth. Therefore, Levy (2002) specify that concept of degradations is the same of arbitrary relevance. There are a different five split but connected, believes of brand image that are state by the Dobni and Zinkhan.These are (1) occurrence credited to the names., (2) the prescribed descriptions that have been presented, (3) brand image elements, (4) the apparatus that have been worn to compute it, also (5) (Dobni and Zinkhan, 2002) said that, Standpoints on the derivation, construction, formulation also pliability of image of brand. Pohlman and Mudd (2003) said, “Symbolic util ity” are refers by the some intellectuals demonstrate the ethereal feature of customer product assessment. “The signs through which we acquire” Levy (2002, p. 35) and Sommers (2003, p. 37) “apparent goods imagery” that replicate on the representative scenery of variety as well as goods. According to quote Levy (2002, p. 35), A figure has been definite as a object that situates for or express amazing besides; in informal practice it has been said to be a common period for all
instance wherever an expose, utili ze, comment, figure previous to compound conduct is still to indicate not purely itself but also several extra thoughts otherwise thoughts. According to Dobni and Zinkhan, (2004, p. 45), as a result, it is recognized that signs signify different task, for example special aspect, objects, public ruthless and guides, and provide as announcement diplomacy among persons also their essential referents. In addition, nearby are additional researcher put the prominence on individual traits also, consequently, have coin such provisos as “brand individuality” Hendon and Williams (2005, p. 67), “brand personality” Hendon and Williams (2005, p. 67), “individuality image” Sirgy (2005), and the familiar and exciting individuality of supplies Gardner and Levy (2005). Dobni and Zinkhan said the embodiment of a brand also its likeness with individual character has been advance since two separate perspectives. Dobni and Zinkhan, (2004, p. 45) said, one is the pompous the brand have a different individuality of possess and the further spotlight on correlate the customer qualities otherwise identity idea with the icon of the brand or goods. All sum up, Dobni and Zinkhan said that several customer studies are of the sight that acquire actions is resolute by the rela tions of the buyer’s nature notion with the ‘goods individualist ’, and in this situation the specific association is as well particularly. With the preceding explanation, previously argued that brand image description of that the stress where on imagery as well on representation. Consequently, its article will be of the important on significance and letters as well as on emotional otherwise cognitive. Swartz (2003) projected that to the scope that efficient differences among the makings of the li kings of the creation were minimum “significance separation” might be worn as a possibl e creation of discrimination approach. According to (Dobni and Zinkhan, 2004), so as to is, image of brand is the positive essential meaning that is friendly to the creation in arranges to separate itself starting additional image. For emotional or cognitive fundamentals, it deliberates on intell ectual things by designation every one of “thoughts”, “manner”, “feelings”, “mind construct”, “thoughtful” or “opportunity” as the prime determinant the image of brand. Thirdly, Levy (2002) said that brand is the collection of a combination of the wide spread realism of the goods as well as the thoughts, manners in addition to opinions that have come to be closed to this. Reynolds and Gutman (2004) also said about the essentials of picture of brands in circumstances of a means end series; distinguish an insinuation system that reproduces memory linkage as the basic parts of brands icon. Consequently from dissimilar view for discussing the elements of brands image might expand diverse advertising actions for cultivating brands icon. According to Dobni and Zinkhan, there is substantial variety in the viewpoint from it brands image have been charged. For instance, Pohlman and Mudd (2003) said that a number of investigators have calculated the picture of personal size of brands at the same time as Dol ich expected that a number of investigators have come at a measurement for brands image in general. In the paper of Dobni and Zinkhan, this is as wel l stated that the image of brand has been considered in loneliness, in relation to the competitions, concerning customers’ ideal point as well as promotional view (Keon 2004), in addition to the relation of actual self image of the person (Sirgy 2005). In conclusion, there is a contradiction that an image is anything that is expressed or else anything that is expected (Dobni as well as Zinkhan, 2002, Bullmore 2004) opposed that images belong to the brands. He also proposes that mind of the peopl e together contain as well as create the images, in addition to that it is arbitrated or enthused by the experiences of the consumer. Conversely, there are a number of scholars suggest that an images are predictable to the customer through marketers in addition to that it might be chosen, fashioned, employed, refined, in addition to managed through the marketers eventually (Dobni and Zinkhan, 2004). Consequently, Dobni and Zinkhan concluded that a mixture of the above viewpoints support the sight that goods images are purpose of the communication flanked by perceivers as well as
products incentives. According to Dobni and Zinkhan, (2004, p. 45), In brief, image of brand is given below: 1. The idea of brands that are detained through the customer. 2. Mostly it is a slanted as well as perceptual occurrence which is shaped during customer interpretations, whether logical or else exciting. 3. Not intrinsic in the technological, practical or else physical concern of the goods as well as services. To a certain extent, it is exaggerated as wel l as characterized by promotional actions, through context variable, as well as through the individuality of the perceivers. 4. Wherever brands are worried, the perceptions of realism is very significant than the realism of 2.10 Clothing Choice Criteria This criterion is inherent in the market culture and related to the productivity of a certain goods. There are two distinctions which are defined as the intrinsic feature and extrinsic feature. These all are related with the benefits of the customer, purchasing from many alternatives of cloth (Davis 2005). Intrinsic product aspects cannot be changed except shifting the bodily appearances of a particular good (Forney et al., 2009). On the other hand extrinsic products are utilized by the industrialists and never customize the related factor of a particular product. The more difference exists in the market the better for a consumer to make a difference in cho ice. The choice or the evolution criteria is always predetermined by the consumers as it shows their inherent features and understandings. Though there are many determining factors exists, the critical characteristics finally resolute the ultimate buying approval or denials by the customer (Sproles 2009).The standards that effect consumers’ assessment of clothing products in 21 clothing related studies into 35 extrinsic and 52 intrinsic characteristics (Eckmanet al. 2004). These are given bellow-
Source: Eckman, Damhorst, and Kadolph, (2004, p. 13) Many researchers tried to investigate these factors with the same culture. A study on fifteen clothing product characteristics, including fitting, ease, stylishness, color, workmanships, price, permeability, fabric softness, trendiness, durability, easy care, brand, fiber content, warmness and fabric thickness of Chinese clients were inspected by using 3,534 Chinese samples i n six cities of China (Beijing, Shanghai, Guangzhou, Chengdu, Harbin and Xian). Results found that
fitting; comfort, style, color and workmanship were the most important attributes for Chinese consumers in buying casual wears (Zhang et al. 2002). But still there are many lacking’s exists with response to this choice. 2.11 Summary This chapter provides a review about the major research and theories regarding the consumer purchasing behavior. Brands are so important that they are regarded as the equity to a firm. Brand equity can be divided into four dimensions, including brand awareness, perceived quality, brand loyalty and brand associations. All of them have significant contribution to the brand as equity to the firm.
Chapter-Three Research Methodology 3.1 Introduction In this chapter the researcher has described the research methodology follow ed in conducting the empirical study. The researcher has followed qualitative research method and exploratory research approach. The justification of the research design has also explained by the researcher.
3.2 Research Philosophy It is observed basically three types of research tradition like the positivism, interpretive action and critical postmodernism (Gephart 2004). Existing social certainty and evolutionary study deals with the positivist tradition (Saunders et al., 2009). Many scholars argue like Positivism is nothing but the operational and pragmatic attitude by which the impartial truth can be understood under the reflection of art. Moreover it also indicates about a domain of community which is truly based on neutrality. Connectivity between the components can shift the research findings sometimes. If it happens then the maximum study goes on comparing the collected case analysi s and giving importance on the neutrality. It can also be the interpretative method that emphases on the individual explanations aimed at reciting the meanings (Fisher 2004). The relation concerning the explanations is dialogic and this type of research focused on asking consumers economic accounts and their thinking about the world. It believes in mutual actions about handling things. Experience, events and systems are the ways which are used in defining the factors of study (Fisher 2004). The researcher has followed i nterpretive research philosophy for this study.
3.3 Research Approach Basically three types of research methods work and these are the exploratory, descriptive and explanatory approach. For reconstructing the assumption and different simulations exploratory method is highly important. When it focuses on the precise theory or ideas the descriptive method is highly recommended. And the explanatory method is related to the reasonable argument shaping and to work with this approach a researcher should have the best skill about the issues with he is dealing. Explanatory method is highly used for the reason and consequences analysis
(Scholz and Tietje 2002). Exploratory ways is a significant pattern to catch out the real scenario, to look into the perceptions, and to make argument for evaluating the occurrences. It also helps to make ideas for the future study. This approach is mainly focused to increase a strong concept especial ly with little findings (Samuel at al 2003). For creating an exact sketch of a person or a particular study the best service can come from the descriptive method (Robson 2002). This approach indicates the figure and features of a group. This pattern uses data and figures counting rate, trend about methods and modes or a variant such like standard deviation. After going through the various approaches I think the exploratory philosophy can work best for the suggested reading and the researcher is usi ng this method here.
3.4 Research Method Generally there are two methods are applied by the researchers. These are deductive method and inductive method. They are also described as quan titative and qualitative method respectively. According to Saunders et al (2007) in regards to deductive approach the main function is to confirm that the results and findi ngs of the research are completely ok or not. For this research the researchers will move on with qualitative method as it is concerned with the qualitative findings or results.
Quantitative versus Qualitative Analysis Normally approaches of research are classified in two major types like quantitative and qualitative approach and the respective approach are in a reverse position of each other. As expressed by Babbie, (2004), and Dey (1993) when a circumstance is analysed an d amplified then the quantitative research approach normally deals with or gives importance to the available statistics, figures, numbers or records. On the contrary qualitative approach deal s with sanity, inspiration and behaves of human being. So in the research field the qual itative method is regarded as minor style relating to the quantitative approach. The prime cause of the fact is the quantitative methodology makes a genuine or valid outcome based on the actual data, figures, statistics and sequential data sampling. That is why Silverman (2000) gave importance on this method in regards to the primary level of research. However it is real that both methods are appropriate where each of the method plays role for each other and without the aggregation of the respective methods any research cannot be successful- said by Easterby Smith et al (2002). Aggregation of two methods makes a research very fruitful and it will add a new dimension to the research and the advantages of that will be reflected in combined clarification. It is very likely to have some benefits and shortcomings both the quantitative and quali tative approach. According to Proctor (2000) at times quantitative method get more preference because of its ability to move with analyzing data, statistics and data. According to Silverman (2000) the method also provides an absolute classification of the functions and activities w hich are performed in course of the research. This is why quantitative method is regarded as the best in relation to qualitative method and it enables the researchers to have clear and specified thoughts and enough figures. On the contrary, qualitative method is related to the attachment of feelings, emotions and behaviors of the normal human being. According to Silverman (2000) qualitative method deals with the facts of defining and expl aining the factors, events and variables in day to day life. Sometime it deals with “coincident” where it cannot focus or clarify a fact without colleting the required data and information. In this particular research researcher has applied the qualitative
research approach.
3.5 Justification of Research Method Different research method can be used to focus the theme of the research. Here qualitative method was used by the researchers. The objective of this approach i s to look for behavioral facts of the customers in purchasing where their behavior, values, beliefs, mentality and their interest to a particular brand will reveals the answer of many facts. The qualitative approach is far better than the quantitative approach in regards to have deep understandings on consumers. As expressed by Tesch (1990) there are 40 categories of quali tative research which have three main directions. Such as language oriented method, descriptive method and theory building method. The language oriented method does a cautious use of lingui stic factors and the sensitization of verses. A narrative description and absolute clarification of the behavior of society get priority in this approach. Lastly the interrelationship between norms and factors of the society are investigated in theory building approach. In this research data has been collected by means of deep review which enables to analyse the narrative concepts. As expressed by Babbie (2004) this is a team work of the surveyor and the respondent on a speci al fact where any other effort is not required to go through a particular study. A surveyor always should gave importance on the justification of the replies at the time of taking interview and he should through more questions the respondent though his answers. This can be defined as relative process in this regards. There may be an intention to know the reason why this particular method is being used though there are many others ways are also available. Suppose in a group discussion better data can be found and this can be a better type and an immediate understanding can be framed up from there. But it is also very difficult to manage a large group of people in a common place with these types of difficult topics. But it is also mentionable that it is very cheap than the deep questioner method. The surveyor can manage or control the way that how he will move on in personal interview and that totally unfeasible in the method of group discussion. Moreover, the researcher can apply this method at any stage of the research like information collection process and that may be at the finishing level when the main theme is explained- said by Breakwell (2006).
Through the application of the qualitative method of research most of the time successful outcome was attained. Particularly when an interview is taken then the interviewer can make an influential role on the respondent and can have the absolute data information that is required from the respondent. As expressed by Breakwell (2006) formulation of a research questioner mostly depends on a range where the entire non-structured and structured questions are regarded as a serious rival. Here the structured interview is normally a preformed or fixed interview with some sorts of preset question and the respective answers are accurate. In this regard the respondent may be puzzled in this mode of survey or interview and he may not feel relax of being the face of those particular questions and these can be restricted in a particular area. At times, they cannot answer from their mind and may has to move on wi th the pattern of the questions. On the contrary, non-structured interview is a relaxing one in relation to the structured method. After considering different facts here semi-structured interview mode has been chosen. As expressed by Fontana and Fry (2000) this particular mode or approach can rai se the level of confidence of getting responsive information and outcomes based on interview between individuals. There may have some fascinating but unexpected reply b y means of interview. According to Smith and Eatough (2006) this types of unanticipated data collection process increase the quali ty of data that has been collected and it is used for better purpose. Successful completion of an interview com letel de ends on the res ondent’s accurate and inclusive answers in the hase
of data collection process. Obcourse there may have chances to be inserted of the incorrect and invalid data or information. Therefore, it is very necessary to frame an constructive and arranged questionnaire because it will help the respondent to be well understood about the questions. All the time the answers of the questions may not be so reliabl e but there may have some wrong answer, which may focus some misunderstanding, and this will flow the research to an unpredictable stage- said by Davis and bremmer (2006). There are some advices that will develop the study objectives. Such as maintenance of dairy and intimate conceptual strength which is attained from this mode of investigation. According to Proctor (2000) to have a deep understanding, the researcher may need guidance or training on the idea, which wi ll enable them to frame up a solid statistical picture. 3.6 Research Strategy A research strategy is basically a plan or a way for a researcher to go through his research questions and approach to get answers (Saunders et al 2003). In practices there are basically five categories of research strategies. These are- Surveys, Case studies, Experiments, Histories and Archival analysis (Yin 2003). Among these case study is taken as the most important and prevalent policy to work with. In depth interview, direct linkages with data, a combined time frame, these all work smoothly in primary data collection with the strategy of case study. Besides, a researcher can have a close look on the process by this strategy (Descombe 2003). The most important benefit from case study is that a whole issue can be inspected with deep analysis where a researcher has a chance to get the real facts and figures of the incid ent or the events that he wants to. It is really a crucial way of discovering the up-to-date philosophy of the incident that’s going on but there of course some exaggerated scenario everywhere (Saunders et al 2001). In case study method a researcher can practice different types of systematic data collection method which includes the in-depth interview and questionnaires. When a researcher find the answer of the question like “How” and ‘Why”, he can be assured that the strategy is perfect without any doubt (Yin 2003). Because of this merit the researcher has chosen here the case study strategy to go through the research. 3.7 Case Selection The researcher has chosen Marks and Spencer as the case company. In UK, Europe, the Americas and Far East Marks and Spencer of Britain is operating their business as a normal retailer, which is selling foods, clothes gifts and home furnishings wi th the trademark of St. Michael. M&S at first started its business as a small shop in 1884. Michael Marks was the first entrepreneur of it. Tom Spencer joined as a new partner in 1901. Then they acquired 35 outlets. As expressed by the period of 1949 it moved with some private goods, which was produced by some British suppliers. M&S is famous footwear and clothing retailer in UK . Is has 75000 employees and more than 620 stores which is situated across UK. They have more than 200 stores in 30 foreign countries. It possessed leading position in male outerwear and female outerwear and stockings in 2010 and the market share was 5%, 7% and 7% respectively. It possessed a market share of 6% in regards of children’s wears. They have maintained steady efforts in respect of international business expansion. It could be tough because they sustained a traditional style. Their approach of clothing is not so stylish to face global standard. In 2004, they started their own credit card. From then it has started their financial services and now it is running in more than 100 countries. In 2007, it has provided services to more than four million people and at present, there are three millions M&S credit cards in their operation.
3.8 Data Collection Method For the research purpose there are basically two sources of data and these are-Secondary data and the Primary data. The research subject makes clear about whi ch source can be better for the study. Data which are already existed and even used for many purposes is known as secondary data. There are basically 3 types of secondary data and these are-documentaries, survey and multiple sources (Saunders et al 2009). There are many options to get related data. In every stages like industrial reports and statistics to governmental supplements, data collection process is used everywhere (Saunders et al). 3.8.1 Secondary Data Secondary data is basically previously used data. This type of data is useful to think about a structure or to make a hypothetical outline. Anyone can collect secondary data from different article, Literatures, academic books, periodicals and from internet website. 3.8.2 Primary Data This type of data is basically the fresh one which is needed for an outstanding research purpose. Here the researcher collected all the primary data from selected respondents. It was made through a prepared questionnaire for the interviewee. 3.9 Sampling Technique Sampling means to bring out the authentic data by formulating different categories of people from a larger portion of collected data. Sampling is basically a system of data collection from a bigger portion of resources and it make to go through a precise body (Sa unders et al 2009). Sampling strategy can divide into two parts and these are- probabilistic techniques and non-probabilistic techniques (Saunders et al 2009). If there is chance to be nominated by every elements then it is known as probabil istic technique of sampling. If there is no chance to pick as the research elements then it is known as nonprobabilistic technique of sampling. In this type there is le ss chance to measure the authenticity of probable outcome. It is taken based on the particular decision (Saunders et al 2009). In order to collected primary data a sample of customers was developed. The sample was developed by applying simple sampling technique because of its ease of use. Simple sample technique is sampling technique where each item of the population has equal probability to be selected. The sample of this study is students selected from the Imperial College of London. Student samples are used in this research because they can enhance homogeneity and it is much easier to control error during theory testing (Goldsmith, 2002; Malhotra and King, 2003). Moreover, findings reveal that homogeneous respondents can help reduce the possibi lity of measurement model error (Assael and Keon, 1982). Hence, though a homogeneous sample has lesser degree of external validity, this can be sacrificed for a greater degree of internal vali dity (Carpenter and Fairhurst, 2005). The sample size is 200 for this study. 3.10 Interviews There can be many strategies to collect data like- questionnaire, interview etc. There are 3 ways to make an interview and this are- structured interviews, semi structured interviews and unstructured interviews. Standard, balanced and prearranged questions are asked in the structured interview. In semi-structured interview it is basically exchange of views rather than the standard question to be asked. Finally in non-structured interview there is no regular question asked to the respondent. For a research semi-structured and in depth interview is perfect rather than other statistics
especially for the qualitative research (Saunders et al 2001). If there is freedom in asking question and sharing views by the respondents through alternative measures a qualitative research can find the best information through this strategy (Churchill 2002). The more respondents one can make sure the more variety can come to a research i n the sense of data collection (Churchill 2002). In this research here the researcher used the semi-structured interview system for the research. (Please see Appendix-1) 3.11 Questionnaire Followed During Interviews A questionnaire can be closely ended or just opposite. Close ended question system is better for getting quantitative data. There can be a chronological approach in asking question and getting information from the respondent. In this type there can be many predi ctable answer replied by the respondents. On the other side, open ended questions are non-structured and exact reply is not compulsory here. The final information received from the respondent not need to be arithmetic in approach. In this study the researcher used both open-end and cloze-end questions. The questionnaire was divided into two parts. In the first part some questions were design to find out respondents’ personal characteristics that have impact on the consumers’ buying behaviors. The second part was design to identify the impact of brand image on the buyi ng behavior of the consumer. (Please see Appendix) 3.12 Data Analysis & Presentation Method For the realization of the subtext of the information, the size of the information is necessary; and to make the observation clear, preliminarily collected qualitative information requires in-depth investigation. In conducting a data anal ysis, the researcher can follow three steps which are data decrease, data show and sketch termination plus creation authentication.
Figure: Components of data analysis: an i nteractive model Source: Amaratunga et al (2002)
Process followed i n analyzing data required for the study includes the subsequent step-by-step functions (Creswell, 2007): Organisational Data: The process of organizing the colle cted data in a particular suitable array is called organisational data. Reading: Thorough elucidation of the amassed data is carried out in this step.
Description: Clarifying the case studies and i ts background is the basic function of this stage. Classification: A rigid account is provided to establish appropriate paradigm. Understanding: Understanding, a critical phase comprises of direct comprehension and a generic simplification as well. Demonstration plus apparition: Profoundly deep representation by utilizi ng portrayal, tables and charts. In this research paper, the researcher has used the data analysi s depicted above to fulfill the process. Besides the use of frequency distribution to portray as well as explain the necessary secondary data, the researcher has also applied congruent figures and graphical manifestation in carrying out this research paper.
3.13 Reliability and Validity of Data In a research it is a very important to be the respective collected data or information, valid and reliable. Therefore, it needs to be observed on a regular basis. The data what has been collected is also essential because it will show the next required step. According to Hammersley (1992) reliability is a fact that is the similarity of outcome from the interview and it will create an interrelation among the different stages by the similar interviewer. To check the reliability of the collected data or information the researcher can summarize the same data and to verify whether the results are same or not. On the contrary Davis and Breemmer said that it is not fixed that dependable outcomes of research is continuously valuable for efficient result.
3.14 Ethical Considerations As expressed by Saunders et al (2007) the efficiency of researcher is related with the close monitoring, collection of valid data or information and deep anal ysis and that is known as the research ethics. So to involve in a research the researcher should move across the ethical code of conduct regarding making a research in different times and in the entire research the researcher should not mention the name, address or any other acquaintance of the related respondents. Therefore, the researcher has to move on with the ethical guideline in every level of experiment and clarification of the research.
3.15 Limitation The main constraint of the following research is obviously the length of the study period and it was too short. The time given to make this research is not enough to go through properly. More over the findings of the research may be insufficient to support similar research in future. The trend, the choice of the customer can vary from time to time. Beside the service provided by the company may not sustain at same level in future. Keeping aside all this constraints the researcher has given his best output with time, survey, collection and he tried to find out the proper images of the market.
Chapter-four Findings & Analysis 4.0 Introduction The empirical study and findings of this study has been described in this chapter. The findings are also critically analysed here. In the beginning an overview of the survey has been explained. Then the findings of the survey has been expressed and analysed. The demographic vari ables of the respondents have been unearthed and the core findings in response to questions regarding online consumer behavior have been analysed with the descriptive statistics. 4.1 Overview of the Survey Study To collect the primary data the researcher conducted a survey among the selected 200 sample consumers (students). During the interview a predetermined questionnai re was followed. The questionnaire was divided into two parts. In the first part some questions were design to find out respondents’ personal characteristics that have impact on the consumers’ buying behavi ors. The second part was design to identify the factors influence the consumer when purchasing through online.
4.2 Findings of the Study Sample In this part the findings of the background information of the respondents, attitudes and beliefs, and impact of reference groups to them in online shopping has been explai ned. Background information of the respondents includes gender, age, education, marital status, occupation, and monthly income. Attitudes and Beliefs include prior experience and future expectation. Reference groups include family members, friends and online forums.
4.2.1 Findings regarding Consumer Traits 4.2.1(A) Demographic Variables i. Gender The intention behind the inclusion of the gender in the survey was to identify whether there is any difference between men and women regarding online shopping factors. Table 4.1: Gender of the sample Gender
Frequency
Percent
Male
110
55%
Female
90
45%
Total
200
100%
Figure 4.1: Distribution according to the variable - Gender It is seen that 60% respondents are from female and remainin g 40% are male. Large portion of the respondents are female and it indicates that female are more interested in buying through online. It is rational because in the retail store it will be seen that most of the customers are female.
ii. Age People of different ages behave in different ways. Usually young people are more interested in technology related activities.
Table 4.2: Age of the sample Age
Frequency
Percent
Under 18 years
19
9.5%
19 – 22 years
71
35.5%
23 – 26 years
55
27.5%
27 – 30 years
34
17%
Above 30 years
21
10.5%
Total
200
100%
Figure 4.2: Distribution according to the variable -Age In the figure it is seen that highest number of respondents are in the age group of 19 to 22 years. Overall 72.5% of the respondents are up to 26 years. It indicates that most of the customers of the online retail store are young.
iii. Education Online shopping is connected to information technology. Therefore literate people will be more able to buy through online store. This argument also supports the findings shown in the following table and figure. Table 4.3: Education level of the respondents Education level
Frequency
Percent
Post graduate
100
50%
Graduate
80
40%
Undergraduate
20
10%
Total
200
100%
Figure4.3: Distribution according to the variable -Education
The findings reflect that majority (50%) of the respondents are highly educated. It seen that 40% respondents are graduate thereby overall 90% of the respondents are highly educated.
iv. Disposable Monthly Income The disposable monthly income or the income which is spendable influences the buying behavior of the consumers. People who have more disposable monthly income tend to buy more.
Table 4.4: Disposable monthly income of the respondents Monthly Income
Frequency
Percent
Less than £2000
40
20%
£3001 - £5000
24
12%
£5001 – £8000 £8001 – £10000
80 36
40% 18%
Above £10000
20
10%
Total
200
100%
Figure 4.4: Distribution according to the variable - Disposable Monthly Income In the figure it is seen that the large (40%) numbers of the respondents have monthly disposable income of £5001 to £8000. Overall 68% respondents have more than £5000 monthly disposable income. So people having more income tend to buy more through online. 4.2.1(B) Attitudes and Beliefs I. Previous Experience The researcher has included this question was used to observe what attitude the respondents had about the online purchases. In response of the question about prior experience the researcher has found that majority of the respondents had good experience with the online shopping. The findings indicate that 20% of the respondents had very experience and 55% had good experience with online shopping. In other words it can be said that overall 75% of the respondents had good attitude or experience with the online shopping. The findings regarding previous experience with online shopping are shown in following table:
Table 4.5: Previous Experience with Online Purchasing
Experience
Frequency
Percent
Very good
40
20%
Good
110
55%
Neither
20
10%
Bad
20
10%
Very bad
10
05%
Total
200
100%
II. Future Expectation of Online Shopping Future expectations are highly dependent on previous experiences of online shopping. The findings regarding this question show that with the prior experiences the respondents have a highly positive attitude towards future online shopping. Table 4.6: Future Expectation of Online Shoppi ng Expectation
Frequency
Percent
Very good
60
30%
Good
100
50%
Neither
12
06%
Bad
20
10%
Very bad
08
04%
Total
200
100%
In the above table it has been that a large number of the respondents, overall 80%, have good expectation regarding online shopping.
III. Impact of Reference Groups The researcher has included questions regarding impact of reference groups on the respondents to find out whether reference groups influence online buying behavior of the consumer. Here reference groups include family members, friends, and online forums. a. Influence from Family To find out whether the family members influence the respondents to purchase onli ne goods or service from a particular online retailer the researcher asked the respondents how much you a re influenced by your family members when you purchase online. In response it was found that 20% of the respondents were influenced very much, 40% were influenced a l ittle, and 30% were not influenced at all by family members. In summary it could be said from the findings that family members have somehow influence online shopping.
Table 4.7: How much does family influence online shopping? Family influence
Frequency
Percent
Very much
40
20%
Little
80
40%
Neutral
20
10%
Not at all
60
30%
Total
200
100%
b. INFLUENCE FROM FRIEND Generally a person could be i nfluenced by his or her near friend in doi ng something and it can be happened in case of online shopping. Therefore the researcher asked the respondents whether they were influenced by their friend when they did o nline shopping. It was found that 30% of the respondents were very much influenced by their friends and 35% were influenced a li ttle by their friend when they did online shopping from a particular online retailer. Only 25% of the respondents were not influenced by their friends. Finally, it can be sai d that respondents’ friends could influence their online behavior.
Table 4.8: How much do friends influence online shopping? Family influence Very much Little Neutral Not at all Total
Frequency 60 70 20 50 200
Percent 30% 35% 10% 25% 100%
c. INFLUENCE FROM ONLINE FORUMS The researcher included this question to find out whether different online forums influence the consumers when they did online shopping. In response of this question it was found that 50% 0f the respondents were not influenced at all, only 10% were in fluenced very much, and 20% were influenced a nettle. From the findings it is clear that majority of the respondents, 70% (including neutral), were not influenced by the online forums when they did online shopping. So, online forums do not have any impact on the consumers. Table 4.9: How much do online forums influence online shopping?
Family influence
Frequency
Percent
Very much
20
10%
Little
40
20%
Neutral
40
20%
Not at all
100
50%
Total
200
100%
4.3 Findings Regarding Brand Image and Fashion Buying Fashion Style of the Respondents To find out the fashion style of the consumers there was a question in the questionnai re regarding the fashion style. From the survey it has been found that most (45%) of the respondents prefer comfort as first priority. 20% respondents feel that they have their ow n fashion style. The third largest portion (15.5%) respondents expressed that they follow current fashion in buying clothes. 10% respondents like progressive fashion. Only 19 o r 9.5% respondents feel that fashion style is not important in buying clothes. Following table and figure show the findings regarding this question. Table 4.10: Fashion Style of the Respondents Fashion style Progressive Fashion Following Current Fashion Having Your Own Style Comfort as First Priority Not Very Important Total
Frequency 20 31 40 90 19 200
Percent 10% 15.5% 20% 45% 9.5% 100%
Brand Popularity There are various brands of clothes in UK, Such as ASDA/Wal-Mart, Marks & Spencer, Morrison’s, Sainsbury’s PLC, Tesco PLC, and Waitrose. It has been found that 28% or 56 respondents have more preference to Tesco PLC than the all other brands. 24.5% or 49 respondents like buying from Sainsbury. The target company Marks & Spencer ranked third with 45 people knowing the brand. So Tesco PLC, Sainsbury’s PLC, and Marks & Spencer are the most popular brands in UK.
Table 4.11: Brand Popularity of the Respondents Brand name ASDA/Wal-Mart Marks & Spencer Morrison’s Sainsbury’s PLC
Frequency 25 45 14 49
Percent 12.5% 22.5% 7% 24.5%
Tesco PLC Waitrose Total
56 11 200
28% 5.5% 100%
Figure 4.5: Brand Popularity of the Respondents Monthly spending of respondents Knowing the approximate salary that most participants earned, it is time to see how much money they were willing to spend on buying clothes. The findings presented in the following table and figure show that most (45%) of the respondents spent around £200 per month for clothes buying. Only 5% respondents spent less than £100 on buying clothes. In total it is seen that more than 80% respondents spent £200 and more. Table 4.12: Monthly spending of respondents Monthly spending Less than £100 £101- 150 £151- 200 £201- 250 £251- 300 More than £300 Total
Frequency 10 25 90 45 21 9 200
Percent 5% 12.5% 45% 22.5% 10.5% 4.5% 100%
Figure 4.6: Monthly Spending of the Respondents Buying Experience from Marks & Spencer In the previous section the researcher found that 45 out of a total number of 200 responde nts had heard about the brand Marks & Spencer. Now the buying experiences of these 45 respondents have been shown in the following table. It is seen that most (30) of the respondents have bought very often while 13 respondents have at least bought Marks & Spencer products once. Only 2 respondents have never bought from Marks & Spencer though they heard about it. Table 4.13: Buying experience from Marks & Spencer Buying habit Very often At least once Never
Frequency 30 13 2
4.4 Effect of clothing brand image on consumer buying behavior 4.4.1 Significance of clothing brands on consumer purchasing decisions A brand is important because it can create an impression in consumer’s thoughts and it mentioned in previous chapter (Mooij 1998). The fact is it can create either favorable or unfavorable impression on the purchasing decision of the consumers (Yasin et al 2007). There has been a question put towards the consumers what is it about particular clo thes that make them buy that clothes. The reply from the respondents is given in the following figure.
Figure 4.7: Determining Factors for Clothes Purchasing It is figured in the figure above that almost all respondents concern about quality (30%), brand (40%) and price (20%) among the key influential i ssues for purchasing cloths. From many paper findings and different literature review it proved that these three features are vital for the consumers in buying cloths (HKTDC 2002, p. 46). Many respondents exposed that a brand always matters for them before purchasing cloths and at the same time they follow the previous experience of their buying cloths. On other side among the respondents two people listed as they don’t concern about the brand when they go for buying. In fact all the respondents to the question were concerned about the brand of a particular cl oth item when they go for buying cloths. Famous brand is automatically get priority as one of them replied and it is because of their smart quality and design. The factor of choosing brand is because of the warranty, safety and of course the better quality than the general one (Roman et al 2005). Among the respondents one said that a brand can give a person a symbolic style and fashioned with the time. Many study identified that a prominent brand are used to focus the unique personality in a period of showing elegance (Aaker 2006, p. 24, Fennis and Pruyn 2006, p. 56). One of the respondents said that he has a trust in the medium to expensive brand rather than the low-cost brands. In many cases like design, cutting style and quality of the cloth are better in the expensive one. So by observing closely it shows that a brand has really huge impact in the mindset of a consumer. 4.4.2 Brand Awareness A brand can make the customer conscious about the quality of the product as stated in the study (Aaker 2006, p. 45). This factor was identified when respondent asked with how they generall y know about the clothing brand. The outcomes from this question are shown below in the following table. The prime focus was on the Marks & Spencer and only respondents (45) familiar with this brand was engaged for getting concern. When they asked for the way they knew about this brand, 13 respondents replied as they found in magazines, 5 was from the friend and surrounding’s and 8 knew about this from Newspaper. Besides this there are also 10 respondents who learn about
Marks & Spencer from online sources and six was by watching television . Finally 2 respondents stated about different sources rather than others mentioned here.
Table 4.14: Ways to learn about clothing brands like Marks & Spencer Channel TV Newspaper Internet Magazine Introduced by Friends Other
Frequency 7 8 10 13 5 2
At present-day world advertisement is one of the most dominant sources to let people know about a brand (Tsai et al 2007, p.10). Many respondents identified this as one of the bi g sources to know about the brand. From these respondents 2 stated themselves as they impressed with the brand because of the celebrity used i n the brand advertisement and many study related to this has shown that a celebrity can increase the credibil ity of a particular product automatically (McGuire 2008, p. 78) Another respondent said that advertisement can build strong image of a particular product and a consumer feel interested to buy that product of very similar brand. He clarified his view in the way that as he plays basketball and often he watch NBA games on TV the player’s promotion of his brand can attract the viewers. This is the way how a person influenced by the brand and make decision to purchase. Another respondent said that he always gets influenced by hi s friend. When his friend by a new t-shirt from a prominent brand, he is automatically get interested to buy a t-shirt from the same brand. His brother also influences him in buying cloths. Other sources like the online browsing and frequent visiting of stores can also give some ideas according to the respondents. Among them one was familiar wi th the brand by visiting different shops and one other was introduced through online browsing.
4.4.3 Perceived Quality Factor of this seeming eminence was exemplified by the question 7 where the respondents asked about how they evaluate the value of the cloth. Their perception about the products country of origin was also taken into consideration. The repli ed facts are given below in the following table.
Table 4.15: Criteria for Judging Cl othes Quality Criteria Materials Style
Frequency 90 35
Percent 45% 17.5%
Color Durability Country of origin Others
20 42 10 3
10% 21% 5% 1.5%
As stated above it is showing that 90 respondents among the 200 considered the raw materials to evaluate the quality of the cloth charted by other like the style, color, durability, price and performance. These characteristics are important to judge the qual ity of a particular product especially the cloth (Aaker 2006, p. 24).These criteria were almost frequent to every respondent. There is no such importance that whether the cloth is British origin or from different sources. Among the respondents 10 replied as there is an impact of the cloths apparent eminence. They stated as the country of origin always matters in judging the quality. These are sometimes against the idea of the previous study in response to the seeming eminen ce of a product. 4.4.4 Brand Loyalty In question 8, 9 and 12 it was about the loyalty of the consumer towards a brand. Here the interviewees were asked about their attachment to a brand continuously or they have a shifting mind, do they suggest the same brand to others or tell to judge in between others. The reply is stated below in the table.
Table 4.16: Clothes Purchasing Habit Purchasing Habit Regular buyer Recommend brands
Frequency 120 80
Percent 60% 40%
From the above statistics it is clear that respondents are used to buy from the same brands and they strongly suggest their relatives and friends to buy from same department and they even like to do free campaign for this. Respondents who buy from same brand tell the reason to buy as because of the better quality, trust and kinds of attachment to that particular brand. There are few who like to compare and shift their brand based on the price and style. Many respondents said that they will continuously praise and suggest to people about the brand till it seems to embrace with the quality. A respondent said that if he finds a good staff in a particular shop he wil l obviously tell his friend to go there and buy his necessary things. It was quite astonishing that not a single respondent have any cl ub card though a company always give it to their regular clients as mentioned in the paper (Aaker 2006). Few mentioned about the limitations of using those cards. As a customer with no card here mentioning that sometimes it demands more money to have it or to purchase more to keep one of which is contradictory. Another said that as he is student and he has his student card so he doesn’t find importance of keeping another. Many club cards are almost similar to the credit card and in such cases many people don’t like to keep more than one card at same period. 4.4.5 Brand Association
In question 11 and 12 it was asked to the respondent about the brand association. Here interviewee was asked about their favorite brands and many were able to tell some meaning of their beloved brand. This type of findings assured about the idea gi ven in the paper and many previous research studies (Yasin 2007, p. 38). Many respondents told that they like to use simple and comfortable cloth for regular use and they like simple design. The cloth quality, balance price, proper fittings and standard with the age are some key dominant factors to make a choice.
4.5 Summary This chapter presented the findings from the interviews of the respondents. Some of the responses from interviewees were quoted and analysed so as to highlight the important findings for further brand image development. At the beginning of the chapter, respondents’ backgrounds were introduced to provide some thorough understandings on their clothes purchasing habits. Then it came to the analysis and discussion of interviews’ findings mainl y focusing on the four dimensions of brand equity.
Chapter Five Conclusion
5.1 Research Overview This study was to analyse the effect of brand image on consumer purchasing behavior in the clothing industry in the context of Marks & Spencer. Cloths are very essential to keep our body warm. In unfavorable situations or environment, it is impossible for human being to be protected without cloths. According to O’Cass (2000) at present abreast the fundamental functions, cloths are recognized as a fact fashion. That focus the status of mentality of an individual and the about their personality. So it is can be regarded as a measure of personality. For people of all classes and ages shopping for clothes is a well-li ked pastime. Due to the explosion of several brands in the market the customers should be make a deep consideration at the time shopping. As expressed by R ayport and Rayport (2003) the shopping method can be segmented by three stages such as pre-purchase, purchase and po st-purchase. All the stages are equally important because any stage can alter the decision of buying. When a customer makes a decision of purchase, he should give importance his or her personal required, product properties or particulars, decide the time and place of purchase, select the retailer, prefer the modes of buying. According to Aaker (2006) a steady brand image can create a special uniqueness in a market, increase the profitability, and enhance a mediatory correspondences and it boost up the options of brand expansion. Though the consumers do not have a profound knowledge of on a particular brand because of that they have a greater rely on the brand image. That is w hy sustaining the brand image requires a great importance. As expressed by Abend, 2000 to distinguish the existing brands in a particular market, marketers would intend to form a unique brand because it will help to acquire fame and market share. According to (Aaker, 2006; Keller, 2003) significance of brand image was focused by many marketing genius and they suggested to study on the concept of “Brand equity”. This concept concludes that brands are treated as an important assets and it enables the organisations to increase their revenues. Mooij (2008) said that, ‘brand is observed as a idea that overcome in the mindset of the customers as well as brand has the individuality that might be the visibility of individuality of products, meaning that assist to differentiate the given products and service from the competitor. Aaker (2002) & Fennis and Pruyn (2006) says, consumers might prefer to buy as well as utilize brand name of products in addition to service with the meaning of revealing own independence in different conditional position of affair.
At present, consumers have broad diversity of assortment criterion to choose products at the same time as go to the market to buy the products as well as service. According to Doyle (2002), creating a victorious brand name might help raising the probabil ity of buying the products or service given through organisations.
The aim of this project is to investigate the effect of brand image on consumer purchasing behavior in the clothing industry. The objectives of this research are to review the literatures related to the brand image and its effect on the consumers’ buying behaviors; to explore the clothing buying behavior of the consumer in UK; to analyse the impact of brand image on the buying decision of the consumer.
To make an efficient and effective brand the buil ding block needed four fundamentals for example physical products, benchmarking the products, augmented as well as promising brand (Levitt, 2003). When the concerned customers fulfill the main as well as the core expectations with the products these products are said the physical p roducts. Throughout rising consumer
affection as well as authenticity a possible brand might be constructed. To collect the primary data the researcher conducted a survey among the selected 200 sample consumers (students). During the interview a predetermined questionnai re was followed. The questionnaire was divided into two parts. In the first part some questions were design to find out respondents’ personal characteristics that have impact on the consumers’ buying behavi ors. The second part was design to identify the impact of brand image on the buying behavior of the consumer.
5.2 Conclusion The first objective of this researcher was to review the l iteratures related to the brand image and its effect on the consumers’ buying behaviors. This objective has been achieved i n the second chapter where numerous literatures related to the brand image and its effect on the consumers’ buying behaviors have been reviewed and critically anal ysed. From the review it can be concluded that brands are so important that they are regarded as the equity to a firm. According to Aaker (2006) a steady brand image can create a speci al uniqueness in a market, increase the profitability, and enhance a mediatory correspondences and i t boost up the options of brand expansion. Though the consumers do not have a profound knowledge of on a particula r brand because of that they have a greater rely on the brand image. That is w hy sustaining the brand image requires a great importance. As expressed by Abend, 2000 to distingui sh the existing brands in a particular market, marketers would intend to form a unique brand because it will help to acquire fame and market share. According to (Aaker, 2006; Kell er, 2003) significance of brand image was focused by many marketing genius and they suggested to study on the concept of “Brand equity”. This concept concludes that brands are treated as an important assets and it enables the organisations to increase their revenues. Brand parity can divide into 4 extents and this are-brand awareness, perceived quali ty, brand loyalty and brand associations. Each and every one of these have important role in making the brand equal to the firm. At present time, the consumers are more conscious in buying products and similarly the product quality also developed in a very significant way. A product or a brand can be developed in right way only by reading the mind, the choice of the customer because they are the ultimate chooser. In this research the researcher basicall y tried to find out the factor of brand image in choosing a product by the consumer. It was done with an expectation that by discovering the relations among the features can enhance the brand values and for strong people friendly production. The second objective was to explore the clothing buying behavior of the consumer in UK. From the survey it has been found that most (45%) of the respondents prefer comfort as first priority when they buy clothes. It has been found that 28% or 56 respondents have more preference to Tesco PLC than the all other brands. 24.5% or 49 respondents like buying from Sainsbury. The target company Marks & Spencer ranked third with 45 people knowing the brand. So Tesco PLC, Sainsbury’s PLC, and Marks & Spencer are the most popular brands in UK. The findings represent that most (45%) of the respondents spent around £200 per month for clothes buying. That is good enough clothing expenses for a student.
The third and l ast but not least objective of this study was to anal yse the impact of brand image on the buying decision of the consumer. This objective can be analysed by presenting the
findings regarding significance of clothing brands on consumer purchasing decisions, brand awareness, perceived quality, brand loyalty, and brand association. Significance of clothing brands on consumer purchasing decisions A brand is important because it can create an impression in consumer’s thoughts and it mentioned in previous chapter (Mooij 2008). The fact is it can create either favorable or unfavorable impression on the purchasing decision of the consumers (Yasin et al 2007). There has been a question put towards the consumers whether they think about the brand or not before purchase. It has been found that almost all respondents concern about quality (30%), brand (40%) and price (20%) among the key influential i ssues for purchasing cloths. From many paper findings and different literature review it proved that these three features are vital for the consumers in buying cloths (HKTDC 2002). Many respondents exposed that a brand always matters for them before purchasing cloths and at the same time they follow the previous experience of their buying cloths. The factor of choosing brand is because of the warranty, safety and of course the better quality than the general one (Roman et al 2005). Among the respondents one said that a brand can give a person a symboli c style and fashioned with the time. Many study identified that a prominent brand are used to focus the unique personality in a period of showing elegance (Aaker 2009, Fennis and Pruyn 2006). One of the respondents said that he has a trust in the medium to expensive brand rather than the low-cost brands. In many cases like design, cutting style and quality of the cloth are better in the expensive one. So it shows that a brand has really huge impact in the mindset of a consumer. Brand awareness To increase the publicity, the brands need to become more aware among the consumers. When they asked for the way they knew about Marks & Spencer brand, 13 responden ts replied as they found in magazines, 5 was from the friend and surrounding’s and 8 knew about this from Newspaper. Besides this there are also 10 respondents who learn about Marks & Spencer from online sources and six was by watching television. Finally 2 respondents stated about different sources rather than others mentioned here. At present-day world advertisement is one of the most dominant sources to let people know about a brand (Mackenzie et al 1986, Tsai et al 2007). Many respondents identified this as one of the big sources to know about the brand. From these respondents 2 stated themselves as they impressed with the brand because of the celebrity used in the brand advertisement and many study related to this has shown that a celebrity can increase the credibility of a particular product automatically (McGuire 2008). Some respondents said that they are somehow inspired by the advertisement of the product where a celebrity campaign for that particular product. They relate the brand image with the appearance of celebrity. Like the sports product and for an example Adida s- where the advertisement is always use a famous footballer whose image can create huge impact. This technique to spread the brand is a common trend in today’s world market.
Perceived quality The findings suggested that most respondents tend to judge the clothes qual ity by looking at the materials, followed by style, color, durability, price and performance. These characteristics are important to judge the quality of a particular product especially the cloth (Aaker 2009).These criteria were almost frequent to every respondent. So it can be sai d that perceived quality influences the clothing purchasing of the consumer. Brand loyalty This characteristic of brand parity is the key factor for assembling consumer trustworthy to the product of a particular company and inspiring them to purchase repetitively. From this study the
researcher identified that many respondents are frequent buyer of the same brand and also suggest others to buy from them. Many respondents said that they will continuously praise and suggest to people about the brand till it seems to embrace with the quality. A respondent said that if he finds a good staff in a particular shop he wil l obviously tell his friend to go there and buy his necessary things. Thereby brand loyalty affects consumer behavior.
Brand association The relation and organized body between a brand and i ts purchaser is a vital factor in analyzing brand features. All respondents described many constructive features of their favorite brands. Features like the styles, quality, costs; functional approach was mentioned by the user. It made the statement true where it symbolizes that image is a big factor in purchasing any product of a renowned brand (Keller 2003). The formation of a strong brand values and a clear perception about consumer’s choice can lead a company towards further progress.
Chapter Six Recommendation
Chapter Six Recommendation
6.1 Recommendations for Management As it has been found that quality, brand, and price are the three key influential issues for purchasing cloths M & S should emphasise on these three features of buying clothes. To increase the brand awareness of the consumers M & S should make more advertisement mostly through magazines, and online sources as it has been found that most of the respondents knew about M & S through magazines and online sources. M & S should focus on the staff training as the respondents expressed that they would be loyal to the particular retailer if they get better service from the staff. 6.2 Recommendations for Future Research The findings the researcher received from this research are no doubt interesting enough and give a very different but true perception about the thoughts of consumers. There are also some limitations as the researcher mentioned before. So it is necessary to improve the finding s and go for deep understanding in future for better output which may fruitful for the market.
A research should reach to more people as the more sample a researcher receives the more variation he or she will get and it will enhance the research findings. So it requires more interviews, more data collection and al l above is the diversity in study.
More research can be continued with taking samples from different countries. Different sampling groups can also be fruitful like working class, garments worker, teenagers etc. By following these recommendations the research believes a brand can enhance its values, can reach much closer to the consumer and of course can increase i ts productivity with maximizing profit.
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Appendix -1 Interview Questionnaire Part 1- Consumer traits A. Demographic Information Please mark () a box for each question 1. Gender Male
Female
1. Age 1. How old are you now?
1. Education
Post graduate
1. Marital Status
Graduate
Undergraduate
Single
Married
Divorce
1. Occupation
Student Others
Housewife
Employee
1.6 Monthly Income Less than £2000
£2001 - 5000
£5001 – 80000
£8001 – £10000
Above £10000
B. attitudes and beliefs
1. Please explain your previous experience with online buying at Tesco online retail store. Very good
Good
Bad
Very bad
Neither
1. future
expectation of online shopping Very good
Good
Bad
Very bad
Neither
C. Impact of
reference groups
1. Influence from Family Very much
Little
Neither
Not at all
1.10
Influence from friend Very much
Little
Neither
Not at all 1.11Influence from online forums Very much
Little
Not at all Questions for Brand image and fashion buying 1. Describe your own fashion style
Neither
Part 2-
