Brands are the heart of marketing and business strategy. It is significant to know how customers recognise brands because if customers perceive one brand as superior over another one then they tend to be loyal and they are all set to pay higher prices. Marketing management teams pay significant att...
An investigation of London Customers’
on Branding: A case study of a beauty
drink
,Table of Contents
Chapter 1: Introduction/ Background...........................................................................................3
1.1 Background to the study.........................................................................................................3
1.2 Research, Aims and Objectives................................................................................................4
1.3 Significance of the study.........................................................................................................4
1.4 Research Questions.................................................................................................................5
1.5 Overview of the Research Project...........................................................................................5
Chapter 2: Review of Related Literature.......................................................................................6
2.1 Introduction............................................................................................................................6
2.2. Brands: An Overview..............................................................................................................6
2.3 Brand Equity...........................................................................................................................8
2.4 Brand Loyalty..........................................................................................................................9
2.5 Customers perception...........................................................................................................10
2.6 Gold Collagen branding and perceptions...............................................................................11
2.7 Gold Collagen: An Overview of the Brand and its Product Graph..........................................12
Chapter 3 Methodology..............................................................................................................13
3.1 Introduction..........................................................................................................................13
3.2 Research approach................................................................................................................13
3.3 Research design....................................................................................................................14
Research instrument: Gantt Chart....................................................................................15
3.4 Research methods and data collection procedures...............................................................15
3.5 Methodological limitations and ethical concerns..................................................................15
3.6 Data Analysis and Interpretation...........................................................................................16
Chapter 4 Research Findings and Discussion...............................................................................17
4.1 Introduction..........................................................................................................................17
4.2. Interview Results.................................................................................................................17
4.2.1 Interviewees’ Backgrounds................................................................................................17
4.2.2 Interview Feelings..............................................................................................................19
4.3. Survey Results......................................................................................................................22
4.4 Discussions............................................................................................................................31
Chapter 5 Conclusion and Recommendations.............................................................................33
5.1 Conclusion.............................................................................................................................33
5.2 Recommendations................................................................................................................35
Bibliography................................................................................................................................36
Appendices.................................................................................................................................39
2
,Chapter 1: Introduction/ Background
1.1 Background to the study
Brands are the heart of marketing and business strategy. It is significant to know how
customers recognise brands because if customers perceive one brand as superior over another
one then they tend to be loyal and they are all set to pay higher prices. Marketing
management teams pay significant attention to the development of brand equity, which is
considered a main factor of corporate value (Crainer 1998).
Developing popular brands creates higher profitability and is more effective in attracting and
retaining customers. When the brand becomes, and maintain as a customer preference, it
enables the company to build a strong market share, maintain good price levels and generate
strong cash flows (Doyle 1998).
Looking out into the world today, it’s easy to understand why brands are more essential now
than at any time in the past 100 years. Brands are psychology and science brought together as
a prospective mark as opposed to a trademark. Brands convey a uniform quality, credibility
and experience and they are valuable as well.
Organizations have begun to understand that their brand plays a significant role among their
various stakeholders: employees and consumers because positive outcomes are estimated to
result from a strong brand. According to Corstjens and Lal (2000), retailers look ahead to an
increase in store loyalty with an efficiently built brand. Notably, they hope to rely less on
national brand manufacturers through the use of store brands (Mills 1995; Narasimhan and
Wilcox 1998).
A majority of the research about brands has focused on understanding the influences of brand
awareness and image (Keller 1993). Other studies have delved into the ways with which
customer experiences can be developed (Berry 2000, Vargo and Lusch 2004).
Knowing one's customer is a primary principle of brand management and marketing.
However, customers are not fixed targets owing to the fact that they often change their needs
and preferences (Zielke and Dobbelstein 2007). In other words, current consumers of a brand
change their habits on buying and consumption whereas, in addition, new customers came
into the market with their personal needs, preferences and characteristics (Corstiens and Lai
2000). Given all these factors, this era has engaged a more customer-oriented approach to
implying that fluctuations in consumer attitudes towards brands are predictable. The current
study aims to determine customers’ perceptions of Gold Collagen as a brand, using
qualitative method.
3
, 1.2 Research, Aims and Objectives
There is universal agreement that global brands must include social responsibility in order to
build a positive brand image and create other related benefits.
Most researches have approached the subject from a marketing view; however, a significant
restriction of these researchers observing the impact of branding on consumer purchase
behaviour is that there are other moderating factors that influence consumer purchase choices
as well.
The main aim of this research is to understand how powerfully Gold Collagen is evaluated as
a global brand in the UK. As stated before, it is essential for companies to be able to
recognize the needs and preferences of customers to develop and adapt their brands in a way
that will provide satisfactory experiences for consumers. The current study, therefore, aims to
investigate customer perceptions towards Gold Collagen's brand using the factors identified
by Brodie, Whittome and Brush (2009); namely: a) Brand image, b) Company image, c)
Employee trust and company trust, d) Service quality and costs; and e) Customer value.
1.3 Significance of the study
Marketing teams keep themselves updated on any changes to customer perceptions and
purchasing behaviours because it is crucial for organizations to know what customers want
and how to satisfy these wants and needs. Being informed about their expectations and
preferences enables marketers to create more efficient and effective marketing strategies in
order to target customers (Czinkota and Ronkainen, 2004). When customers develop a
positive perception towards a brand, it means that they have been satisfied by its performance
(Oliver, 1980).
Customer satisfaction is a main goal for companies because it enhances repeat purchasing,
increases profitability and increases positive perceptions and develops positive attitudes
towards a brand as well as enhancing trust and commitment, which in turn can lead to loyalty
(De Chermatory and McDonald, 1995; Doyle, 1998).
Culture plays an important role in people’s behaviours because this is how customers’ form
perceptions and reacts to the brand’s image and performance.
4
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