Project on

“ANALYSING THE IMPACT OF BRAND IMAGE ON CONSUMERS BUYING

BEHAVIOUR”

Submitted in partial fulfilment for the award of

Master of Management Studies (MMS)

AFFILIATED TO UNIVERSIY OF MUMBAI

Submitted By

AAYUSHA MAHESH RANA

DIV- A, ROLLNO-39
Specialization: Marketing

Under the Guidance of

PROF. GAANYESH KULKARNI

MALAD-MARVE ROAD,
CHARKOP NAKA, MALAD (WEST),
MUMBAI 400095

February, 2025
 CERTIFICATE

This is to certify that project titled “Analyzing Vendor Insights and Strategies for Boosting
Awareness of CCTV Surveillance Products at D-Link” successfully completed by Ms.
AAYUSHA MAHESH RANA during the III Semester, in partial fulfillment of Master of
Management Studies approved by University of Mumbai for the academic year 2023-25.

(Signature of the Guide) (Signature of the Director)

Prof. Gaanyesh Kulkarni Dr. D. Henry Babu

Place: Mumbai
Date:

i
 DECLARATION

I, hereby declare that this Project Report titled “Analyzing Vendor Insights and Strategies
for Boosting Awareness of CCTV Surveillance Products at D-Link” submitted by me to
Atharva Institute of Management Studies is a bonafide work undertaken by me and it is not
submitted to any other University or Institution for the award of any degree diploma /
Certificate or published any time before.

Name: Aayusha Mahesh Rana

Roll No: A-39

(Signature of the student)

ii
 ACKNOWLEDGEMENT

I would like to acknowledge the following as being idealistic avenues and novel dimensions
in the completion of the project. I want to take this opportunity to express my gratitude to the
University of Mumbai for providing me with the project opportunity.

My sincere thanks to project guide Prof. Gaanyesh Kulkarni, for his guidance in completion
of the project. His constant support and encouragement helped me to maintain the tempo and
thus helped me to complete the project work.

I am very grateful to Dr. D. Henry Babu, Director of Atharva Institute of Management

Studies, for giving me the opportunity to do this project.

I am grateful to my corporate guide, Mr. Bhavesh Parkar, a, National Business Manager,

D-Link India. who taught me a lot and shared his ideas and experiences with me.

Finally, but equally crucially, I would like to extend my sincere gratitude to my dear parents
for their blessings, my friends for their assistance and best wishes for the accomplishment of
this undertaking

iii
REPORT ON PLAGIARISM CHECK

iv
 TABLE OF CONTENT

Sr. No. Contents Page No.

CERTIFICATE i

INTERNSHIP CERTIFICATE ii

DECLARATION iii

ACKNOWLEDGEMENT iv

REPORT ON PLAGIARISM CHECK v

1 INTRODUCTION 1-8
1.1 Industry Overview 3
1.2 Company Overview 5
1.3 Area of Work 6
1.4 Importance 7
2 REVIEW OF LITERATURE 9-15
2.1 Brand Awareness Factors 10
2.2 Marketing strategy 10
2.3 B2B Brand Awareness 11
2.4 Promotional Mix & CCTV Sales 12
2.5 Marketing in Business 13
2.6 Product & Customer Perception 13
2.7 B2B Negotiations 14
2.8 CCTV & Public Behaviour 14
3 RESEARCH OBJECTIVES AND METHODOLOGY 16-19
3.1 Objectives 17
3.2 Research Methodology 18
4 FULL DETAILS OF SIP WORK 20-24
4.1 Key Responsibilities 21
4.2 Difficulties Faced 22
4.3 Key Learnings 23

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 4.4 Key Achievements 23
5 DATA ANALYSIS 25-32
5.1 Types of Promotions 26
5.2 4ps of Marketing 27
5.3 Camera Comparisons 29
5.4 SWOT Analysis 29
5.5 AIDA Module 31
5.6 Process of customer dealing of D-Link 32

6 FINDINGS AND INTERPRETATIONS 33-40

6.1 Findings 34
6.2 Interpretation 39
7 CONCLUSION AND RECOMMENDATIONS 41-44
7.1 Conclusion 42
7.2 Recommendations 43
8 LIMITATIONS AND SCOPE 45
8.1 Limitations 46
8.2 Scope 47
9 BIBLIOGRAPHY AND REFRENCES 50-51
9.1 Bibliography 51
9.2 References 51

vi
 List of Figures/ Illustrations

Figures/ Title / Heading Page No.

Illustrations No

1 D- link logo 2

2 Process of customer dealing of 32

D-Link

List of Tables

Table No Table Title / Heading Page No.

1 Types of Promotions 26

2 Camera Comparisons 29

3 SWOT Analysis 30

4 AIDA Module 31

List of Abbreviations

Sr. No Abbreviation Meaning

1 CCTV Closed-Circuit Television

2 PTZ Pan-Tilt-Zoom

3 CP CP Plus

4 D-Link Company Name

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5 R&D Research and Development

6 ROI Return on Investment

7 B2B Business-to-Business

8 API Application Programming

Interface

9 UI User Interface

10 MNC Multinational Corporation

viii
 CHAPTER 1

INTRODUCTION
1. Introduction

Retail business success mainly depends on the satisfaction of the customers. And almost
all the organisations use different techniques to influence the buying behaviour of their
consumers & branding is one of them. Branding is very significant for a business
organization to convince their customers (Keller, 2002). These days business
environment is so competitive & business organizations across the globe continuously
trying to build a strong brand appeal in the minds of the customers making a difference
from the competitors.

To identify & analyse brand image impact on consumer buying behaviour, Waitrose,
UK is the chosen sample organisation for the study. Waitrose already established them as
a superior brand in UK retail business. They have lots of loyal a regular customer who
trust on Waitrose brand & loyal to them. As a result the research on the brand image of
Waitrose & its impact on consumers buying behaviour will give opportunity to analyse &
identify the impact of brand image on the consumer purchasing decision. Waitrose was
established in 1904 & merged with John Lewis from 1937 & it performing business as
chain of super market since 1955. (Waitrose consumer website, 2014).

Background of Research
Now a day’s business organizations are facing high competition while running their
business. Because of open business policy or globalization different kinds of brands are
available throughout the market. In this situation organizations are trying to find an
alternative to remain competitive in the global business scenario & many have identified
consumer behaviour can play a vital role here & it is related to the Brand image of the
business. Branding of a product is considered to be central to a marketing strategy. High
& quality production could not always ensure success of a product but instead it’s the
brand image that sells today. An outstanding consumer behaviour in an organisation
helps to maintain its brand image as well & it helps the survival of a product.

Consumer behaviour is the behaviour of an organisation when considered as a single

body. The behaviour of an organisation when it is taken or considered as a single body is
termed as consumer behaviour (Kent & Allen, 1994). The behaviour of an organisation is
directly likened by its culture & how it is controlled. In this challenging environment the
behaviour of an organisation is changing continuously to cope up with the current
challenging business world. It is important for small scale business owners who don't
have the promotional strategies of big competition. When a product or service has a
distinctive name, visual appearance & image, it is less complicated for consumers to find
in a congested marketplace. A very good brand name can certainly influence consumer
behaviour because they build emotional relationships & reinforcing buying behaviour
(Keller & Lehmann, 2006). Consumer behaviour builds up of the people working in an
organisation, the way the run the organisation, their values, culture, the way they perform
their duties, behave with the co- worker, norm, experience even the sexual orientation &
respect for others (Ambler & Barrow, 2009).

Intension of the Research

Branding plays a key role to attract customers & make them loyal to the product which
they want to buy from a selected business organization. Companies utilize brand image
as marketing tool & their consumer behaviour in order to obtain a high degree of brand
1
equity within the competitive business environment (Rao et al., 2004). This research will
analyse the evaluation of the consumer behaviour of Waitrose & its alignment to the
branding strategies of wait rose & how it creates impact on their customer & influence on
the decision of the customer. This will also provide us the information about how
Waitrose develops their brand image to influence their customers, which helps them
survive in the competitive market & make profit.

Research aims
The aim for this research is to analyse what kind of impact does organisations brand
image create on the consumers buying behaviour. This research will investigate &
analyse exactly what kind of impact does the brand image of Waitrose influence the
buying behaviour of current& potential customers. Consumer behaviour coupled with
brand image both catch the attention of customers by promoting the value based offering,
prestige & indigenous lifestyle of the customers. The procedure that business
organizations utilize for building a sustainable & differential advantage through working
with human nature is called Branding.
When a consumer is comfortable with a certain brand type his is most likely to avoid &
reject other brands of same category or product.
This represents that by developing a unique brand, customer loyalty & brand identity a
strong brand image can be formed which is extensively important for understanding
consumer behaviour (Rooney, 1995). Therefore, brand image has a significant impact on
consumer behaviour.
Research problem
According to the abovementioned discussion the idea & design of the planned
dissertation is to gain a deep understanding & insight about consumer behaviour & its
alignment to the branding strategies of Waitrose & how it creates impact in the minds of
the customers & their buying behaviour & purchasing decision. Research question is
being formed & developed to clearly understand the gap between theory & practice &
understanding of the problem. The proposed dissertation or study will be based on the
Waitrose Putney UK & the author would like to emphasize on consumer behaviour of
Waitrose & its alignment with brand image linked to create a positive impact on their
customers & make a difference from the other competitors. All the research needs to
have some specific Aim & question. It is necessary to know why the research needs to
done. What will be the hypothetical outcome of the research & does is relevant to the
present world. The planned research question would certainly enable the author to
understand the main topic of the proposed research. For this research work the selected
research questions are:-
 What kind of impact does organisations (Waitrose) brand image creates on their
consumer buying behaviour?
 What are the main factors that develop impact on consumer buying behaviour?
 What Waitrose as a well-known brand is doing to ensure that their customers are
satisfied with their brand?

Rationale of the Study

Organizations continuously trying to cope up with the challenging business environment
& Nowadays numerous of brands current everywhere in market place as a result it
become very straightforward for a purchaser to befall puzzled at their purchasing time
organizations trying to adjust or alter its consumer behaviour with time to get maximum
benefit from the market.

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 The study on “Analysing the impact of brand image on consumers buying behaviour”
will explain the diverse aspects or consumer behaviour & its alignment to brand
strategies of the organisation. The study will also show how an organisation set up its
consumer strategies & how it is linked with the brand image & the branding strategies.
This study will reconsider what shopper thinks of Waitrose while purchasing their
manufactured goods & how the organizations maintaining its consumer behaviour to get
the maximum from its brand image. In regards to branding, it is very significant to
recognize how brand impartiality, brand images have been altering the customer
discernment of a product.

Branding plays a vital role in order to differentiate an organization’s for example

Waitrose goods & services from its competitors for example Tesco, ASDA & J
Sainsbury. Brands area guarantee of consistency. They are ensure quality products for the
valued customers, who are regular to that brand. Brands are offering valued customers
unique perceived benefits that are not provided in other products. Both these tangible
perceived & intangible perceived benefits influence customers buying behaviour &
buying decision &establish good customer loyalty. The Waitrose symbol gives a picture
of their excellence, brand image & superiority.

A prospective consumer could be absolutely prejudiced by the brand image of an

organisation like Waitrose. Lots of consumers also emotionally concerned to the
organisation or a manufactured goods because of brand image that has been shaped by its
long time reputation & services. Brand image is aggregation of service, product quality,
& after buying service. A great brand image is instantaneously celebrated &
recommended by the current clients. A first-class brand image of a company could
pretence warning to their competitors. Waitrose also strengthens the company image by
providing outstanding covering, excellent offers as well as advertisements. A small
change in brand image & strategic business model could positively impact on Waitrose’s
brand & lead to create a large base of loyal customer.

A prospective consumer could be absolutely prejudiced by the brand image of an

organisation like Waitrose. A lot of consumers also emotionally concerned to the
organisation or a manufactured goods because of brand image that has been shaped by its
long time reputation & services. Brand image is aggregation of after sell service, service
& product quality. A great brand image is instantaneously celebrated & recommended by
the current clients. A first-class brand image of a company could pretence warning to
their competitors. Waitrose also strengthens the company image by providing
outstanding covering, excellent offers as well as extraordinary services (Srinivasan &
Fukawa, 2007).

Scope & company profile

In current period almost every organization regularly works consistently to manipulate
their purchaser in diverse way. As popular retail organisation Waitrose is trying its best
to generate an influence their customer while purchasing anything & trying to create
developed strategy to boost their sales & services to their consumer.

David Taylor, Arthur Rose & Wallace Waite had opened their business in London in
1904 with the opening of one shop. Later on, this little shop became the one of the leader
of all the super market chain in UK. Now this is name as Waitrose. Waitrose become
merged with John Lewis from 1937 & it performing business as chain of super market

3
 since 1955. Waitrose presently have more than 300 workers &across all over theUK they
have almost 250 branches (Waitrose consumer website, 2014). Waitrose is now a chain
of superstore offering range of commodities. It has the status of a fair & excellence.
Waitrose is devoted to supply best product & service to make sure their customer &
employees are satisfied. Recently Waitrose has come into sight as a finer brand in the
contrast to their opponent, like Tesco, Sainsbury’s, & ASDA.

Waitrose official website says that “We are trading what our purchaser likes. Waitrose
trade name turn in to very accepted to consumer that consumer purchase their
manufactured goods without judgment second time if the chief objective is
quality .Waitrose is dedicated to excellence product in reasonable price, easy shopping
techniques, Nice shopping atmosphere & enormous consumer facility & all of these
create their brand name well-liked in the retail market. Waitrose has been updating to the
newest technologies in regular basis & also offers online shopping & home delivery
services. These conveniences facilitate shopping with even more suitable for the
customers (Waitrose consumer website, 2014). Waitrose opened branches all over the
United Kingdom in recent year to boosts its pioneer service. Recently Waitrose & John
Lewis have approximately 67000 workers according to Waitrose official website. Their
yearly revenue is roughly 8 billion (waitrose.com, 2014).

Research Objectives
Before doing any work it is necessary to select the aim & objective of the work. In case
of any research it is more important to know the aim & objectives of the research. It
should be specific. The research will be conducted to fulfil the aim the research. The
main objectives behind this research are
 To analyse the brand image of Waitrose
 To analyse consumer buying behaviour of Waitrose
 To investigate the impact of brand image on the consumer buying behaviour
 To provide recommendations to Waitrose to improve its brand image to influence
consumer buying behaviour

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 Literature Review
Introduction
Literature review can be described as a general description of prevailing literatures in a
specified area of interest. This chapter is a specific investigation of the research which is
connected &highly related to the concerned issue. (Gall et al, 1996). These days competitive
business era, branding plays a significant role in enhancing brand equity & brand image on
the customer mind & make a difference from other competitors offering same products &
services & it also facilitate to stand out from the competitors.

Branding
Branding plays a key role to attract customers & make them loyal to the product which they
want to buy from a selected business organization. (Aaker, 1991). There are lots of similar
types of brands available in the market. Generally brand name is a name of a product or the
organisation that can be decisive for the achievement for the organisation to reach its goal.
The symbol also is an essential part of branding (Heding et al., 2009). The Waitrose symbol
gives a picture of their excellence, brand image & superiority.

Sometime customers become confused while choosing the right organisation to purchase the
product & services. This is the superior brand image of Waitrose that makes their current
customers loyal & influencing new potential customers regularly. So identification &
analysing the impact of brand image to the customer is a very important in this current
competitive retail business world.

Product & customer service differentiation is typically the beginning point for the branding
course of action. So in this competitive business analysing the brand image of an organisation
& its impact on consumers buying behaviour is an emerging issues in current competitive
business environment. Branding plays a vital role in order to differentiate an organization’s
for example Waitrose goods & services from its competitors for example Tesco, ASDA & J
Sainsbury. Where relationship are long-lasting & powerful, clients are more likely to gain
positive perception of the brand & its features and at the same time a negative perception of
competition. Which will make them resistant & adaptable to inconsistencies. (Holt,
2004)brand paternalism is the Most effective type of brand and consumer relationship. So that
loyal dedicated customers are not likely to consume other brands Still sometimes products &
services are not alternatives to one another in terms of purchase & consumption. (Boyle,
2007).

Brands is not a new phenomenon at all & it has been in existence for more than a couple of
hundred years however never has any group of people & society before experienced the
power of branding as it is seen these days. Brands are usually common phenomenon in each
& every aspect of human life. For example, brands involve in production & consumption of
goods & services, clothing, lifestyle & personality along with western culture & even politics.
Due to the fact an economic construct, brands have already been taken into consideration
from both marketing & financial points of view. Brands have yet to be fully recognized as a
form of social construct, because of lacking of necessary investigation. (Ying, 2005).

Products& services which greatly match customers’ requirement in terms of needs are likely
to become a brand. It perceives unique benefits as a certain brand offers consumers value
added potential & make them able to maintaining price over competitors. Boyle (2007)
customers are becoming more demanding of best quality products along with constant trend
changing in preference. They seek products that offer benefits according to what they need &
want. (Wells, 2007)
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 Brand Image: A Key Element of Branding
The components or different elements of branding on which in turn a brand is developed
&increase the brand name & image of the company on the customers mind are Brand image,
brand identity, brand reputation & brand positioning. These tend to be the most
significant components of the branding.

Brand image is viewed as one the most significant factors of branding whereby consumers
are capable of being aware that a brand is available & existed in the market. Whenever an
organization is capable to successfully differentiate its brand from the competition, in that
case it is definitely considerably easier to build its image. It is the impression of a certain
product which is held by potential or actual consumers.(Boyle, 2007).

Brand image is viewed as one the most significant factors of branding whereby consumers
are capable of being aware that a brand is available & existed in the market. Whenever an
organization is capable to successfully differentiate its brand from the competition, in that
case it is definitely considerably easier to build its image. Product & customer service
differentiation is typically the beginning point for the branding course of action. Brand image
would make possible consumers to successfully recognize & identify a product, evaluate the
product’s perceived level of quality & assist in experiencing satisfaction while using the
product. (Holt, 2004)

Variation of brand will truly exist mainly in the personalities of the purchasers. Brand picture
emerges as the client's perception with respect to the specific brand & it is without a doubt
held on in the personalities of the customers & is along these lines absurdly crazy by the
producer. The purchaser will absolutely recognize one brand as all the more fulfilling and
additionally alluring as contrasted with its rivals & think of consistent buy based upon those
considerations. (Rooney, 1995).

The Waitrose symbol gives a picture of their excellence, brand image & superiority. A
prospective consumer could be absolutely prejudiced by the brand image of an organisation
like Waitrose. Lots of consumers also emotionally concerned to the organisation or a
manufactured goods because of brand image that has been shaped by its long time reputation
& services. Brand image is aggregation of service, product quality, & after buying service. A
great brand image is instantaneously celebrated & recommended by the current clients. A
first-class brand image of a company could pretence warning to their competitors. Waitrose
also strengthens the company image by providing outstanding covering, excellent offers as
well as advertisements. A small change in brand image & strategic business model could
positively impact on Waitrose’s brand & lead to create a large base of loyal customer.

Other Elements of Branding

Brand Identity:
Brand personality might be depicted as central idea in marking just in light of the fact that it
conveys the centre qualities, intension & compact clarifications of brand(Aaker, 1996).
Brand Positioning:
Focused brand positioning in the first place on the unique characteristics that enable a brand
to be exceptional. Situations where consumer can buy goods and services based on product’s
uniqueness is where an organization can enjoy a competitive advantage and a special position
6
to sell specific brands. (Kapferer, 1997)

Brand Reputation:
It is usually determine a good reputation as a regulation error in a brand. The simple truth is
that the nature and the importance of goodwill associated with the perspective makes argued
that the concern of it really is, in essence, shown on the benefits and values have imagined. To
determine the reputation of a particular business could possibly apply a variety of
visualization frameworks functional. (Abimbola & Kocak (2007)

Consumer Buying Behaviour:

Means consumer behaviour over the long course of the proceedings and activities that reflect
the consumer in terms of selection or purchase products or services (Assail, 1995). Study on
consumer buyer behaviour and very broad and wide-ranging. Many researchers, writers, and
has already worked on this subject and many others still conducting research on this all over
the world, it is also one of the most important factors that need to be considered in the
organization with the development of marketing and brand their image. Five stages of the
consumer purchase decision-making process. Though, there are 5 stages in general, but for a
specific product type the number of stages depends on the degree of complexity.

Figure 2.1: Consumer buying decision process flowchart (by author)

Buying behaviour is the decision-making technique that includes all people involved and all
products and all activities associated with buying. Key aspects are reasons for buying, and
factors affecting the purchase, change in society factors. Buyer feedback strategy for
marketing companies have a significant influence on company’s success.

7
Figure 2.2: Influences on & off consumer behaviour (Lars Perner, 2008)

The difference between the desired state and the actual condition. Deficits in a variety of
products. Consumers alike to engage in the search for internal and external information.
Internal search involves the consumer to identify alternatives for the memory of him or her.
For some low-involvement products, it is very important that marketing programs achieve
"top of mind" awareness. (Lars Perner, 2008)

Figure 2.3: consumer decision making process (by author)

Psychographics analysis of Consumer
Consumers react now directly and indirectly with brands on many platforms, including social
media, and forums review, e-commerce sites a third party and many others, and these
interactions are not limited to after purchase, and providing huge amounts of demographic
information. Using personal planning for predicting consumer behaviour is a good way to
raise social media awareness of a company. (Armstrong, 2010) This also applies to the
consumer how to act on social media. Lifestyle of Consumer is represented by his interests &
opinions.

Brand Image & Consumer Behaviour

A prospective consumer could be absolutely prejudiced by the brand image of an
organisation like Waitrose. Lots of consumers also emotionally concerned to the organisation
or a manufactured goods because of brand image that has been shaped by its long time
reputation & services. “A great brand image is instantaneously celebrated & recommended by
the current clients. A first-class brand image of a company could pretence warning to their
competitors. Waitrose also strengthens the company image by providing outstanding
covering, excellent offers as well as advertisements. They also do the same by providing
exceptional service to its shoppers” (Hubbard, 2000). In this circumstances purchaser will

8
choose to get the greatest product & at this point brand representation plays a huge role
(Kotler & Armstrong, 2010, pp, 179).

Customer will chose to shop from Waitrose, if some other factors like locations, available
money are in a positive circumstance. As I point out earlier it’s due to the brand image which
Wait rose already created. In accordance with his individual understanding & research on the
awareness of the market & the client, Michael Porter recommend four 'generic' industry
policy that may be practical to achieve advantage over the competitor in any type of business
(Michael Porter, 2001).

As outlined by Keller (2002) the competent layout & execution of marketing campaign
programs which usually capitalizes on well-developed brand positioning, strong brand
leadership opportunities could be accomplished. Measure& Interpret Brand Performance is
important. To have an understanding of the outcomes of brand marketing strategies it is
extremely important to evaluate & understand the overall performance of brand a very helpful
instrument to measure it is brand value chain. (Keller, 2002).

Branding is a big topic. In the case of public term brand name is the name of a product or
organization that can be critical to the achievement of the organization to reach its goal.
Branding is not only restricted to the selection of name but also takes into account the logo or
even the mark of the product or the organisation. The symbol also is an essential part of
branding (Heding et al., 2009). The Waitrose symbol gives a picture of their excellence, brand
image & superiority.

A prospective consumer could be absolutely prejudiced by the brand image of an

organisation like Waitrose. A lot of consumers also emotionally concerned to the organisation
or a manufactured goods because of brand image that has been shaped by its long time
reputation & services. The brand image is the collection of the after purchasing service,
service and product quality. A first-class brand image of a company could pretence warning to
their competitors. Waitrose also strengthens the company image by providing outstanding
covering, excellent offers as well as advertisements. They also do the same by providing
exceptional service to its shoppers” (Hubbard, 2000). Brand image is vital for companies to
be competitive in the market & it also facilitates business stronger over the competitor.

Brand Equity
Brand equity has got substantial attention from the part of marketing professionals &
marketing academics since it keep an active role as significant intangible assets for the
business (Aaker, 1996). It is regarded as one of the most important instrument for customer
loyalty. It is the collective form of the value of customers in certain a company (Rust, 2004).

Competitive Advantages
The company conforms to our brand perceptions of stakeholders and organizations that have
a wide range of commercial projects in contrast to those of a particular product. (Ying, 2005).
It stands out as the distinctive benefits that are seen brands we offer to customers that allows
them access to value-added services of their own and help them to keep premium increases in
the form of commodities. The added value that derives from organizations create and own
brands is generally known brand.(Chernatony & McDonald, 1992).

Perceived quality:
Perceived quality is identical to a mental attitude which may have an impact on behavioural
motives. Perceived quality is defined as a customer's value determination of a product's high
9
quality or superiority. For this reason, perceived quality is a value determination factor that
facilitates to demonstrate the behavioural motives of consumers.(Gall et al, 1994)

Brand awareness:
Brand awareness is characterized by a standard amount of brand knowledge concerning, at a
minimum, acknowledgement of the brand name. Recognition function as a procedure of
consumer perception of the brand. Difference among awareness & recognition is
sophisticated. Awareness denotes circumstance of knowledge actually owned by the
consumer &recognition is a cognitive process of action that results from awareness (Hoyer &
Brown, 1990).
Brand association:
Brand association can be explained as a situation which inform a customer about the brand.
Mainly they are impressions of a brand that consumers usually have. Brand associations such
as the appropriateness of prosperity in the description of the brands that was said to be
effective, and the brand is nothing more than a network of connections in the mind of the
consumer (Boyle, 2007). Generally from a couple of key sources, associations are received by
customers.
Brand Loyalty:
The intension of branding is to increase the company's action of obtaining & sustaining a
loyal consumer group. So that it can reach maximum investment return in a short time. (De
Chernatony & McDonald, 1992)There can be several different types of consumer and brand
interactions. All of these are forms of brand loyalty. Therefore dedicated loyal customers do
not prefer to consider buying other brands.(Boyle, 2007).

Summary of Previous Researches

Names of the Survey contribution in this study
previous
researcher
Dorsch, Grove & Survey questionnaire two distinct frameworks to study
Garden (n = 223) consumer behaviour:
(2009)  paradigm of problem solving
 Progressive product choice by
consumer ( based on brand).
Benady (2003). Survey questionnaire With basis of available
(n = 351) information searching & processing
consumers make choose from
alternatives.
Moorthy, Survey questionnaire Consumer preference is controlled
Ratchford& (n = 117) by the innovation & newer
Talukdar (2008); technology
Nagel (2003). Survey Questionnaire Person, context, & task specific
(n = 280) factors can change decision making
strategies.
Fitzsimons et al. Focus group Choice often takes place without
(2002) discussion (qualitative conscious Awareness
study), three groups &unawareness have much more
(each group consists of Influences on Consumer choice
6-7 members)

Advantages of Strong Brand Image

10
 Wood (2000) discussed that strong brands typically make sure higher profit margins coupled
with significant access to distribution & supply channels across the world which substantially
provides a wide-ranging platform for product line extensions. A strong brand awards the
customer value in terms of monetary value & provides customer the satisfaction & long-
lasting trust in products & services. Strong brands also increase speed of market awareness &
reception of new products entering the market. (Rooney, 1995).

Regardless of what type of business organization it is developing a strong brand image is its
ultimate goal. Significant benefits from strong brand image includes generating more profit,
better marketing, better product perception, increased customer loyalty, development of
creative actions, opportunities for brand extension, chances of price increase and decrease,
better handling of marketing crises.

Strong brand image enjoy brand awareness among consumers. This result in advantage of the
company like reduced marketing, as strong brand image already developed in customers.
(Keller, 2002)consumers of strong brands are willing to communicate with company. This
indicates market response &advertising are more effectively planned. Strong brands are with
memory encoding advantage over less popular brands in creating brand image & awareness.
Strong brand have direct impact on consumer decision-making & buying (Keller & Hoeffler,
2003)

Conceptual framework
The researcher would like to develop the following framework of the literature reviewed so
to help the reader understand the issues related to the research paper.

Figure 2.4: Conceptual framework (developed by author)

The conceptual framework of these research illustrates the interrelationships among various
elements of Branding & Consumer behaviour. Enhancing customer’s satisfaction being the
ultimate goal of branding, the initial stages should include Brand awareness, & association
with bands. These two along with perceived quality of the branded product build loyalty
towards that brand. The Brand Image along with purchasing decisions & consumer behaviour
ultimately represents consumer satisfaction

11