research paper
CHAPTER ONE
INTRODUCTION
This chapter presents the researchers proposal for the project which includes the reason for the study, purpose and who stands to benefit from it. The researcher identified a topic that is beneficial to the hospitality industry precisely the cake and confectionery outlets.
1.1 BACKGROUND TO THE STUDY
Branding is the use of a name, term, symbol or design or a combination of these identities of a product; it includes use of brand names, trademarks, and practically all other means of product identification (Kotler P, et al., 2003). However, brand is more complicated than a name or logo. It can also be a “set of expectation and perception that rose from the experience of the product or the organization” (Davide 2002).
Branding has become an increasingly important component of culture and the economy because it refers to how a corporation is perceived and it is the generally accepted image of what a company stands for. A brand is a name or trademark connected with a product or producer and it is a term that includes practically all means of identifying a product name term, sign, symbol, design or combination of them that identifies the goods or services of one seller or a group of sellers and differentiates them from those of competitors (Oliveira-Castro, et al, 2008).
Brand is one of the variables that determine the value of the organization in competitive environment. Brand has effect on customers as it has become a source of decision making.
A preferential famous brand is not only attractive for customer to buy product, but also brings the behavior of repetitive purchase and reduce the behavior resulting from the price volatility (cadogan and foster, 2000). Customer displays different degrees of loyalty and commitment towards a product, service or brand (Kandampully and sunartanto2011). In general, loyalty takes place when customers buy a product repeatedly and holds a positive attitude towards the product. Cake is a form of
INTRODUCTION
This chapter presents the researchers proposal for the project which includes the reason for the study, purpose and who stands to benefit from it. The researcher identified a topic that is beneficial to the hospitality industry precisely the cake and confectionery outlets.
1.1 BACKGROUND TO THE STUDY
Branding is the use of a name, term, symbol or design or a combination of these identities of a product; it includes use of brand names, trademarks, and practically all other means of product identification (Kotler P, et al., 2003). However, brand is more complicated than a name or logo. It can also be a “set of expectation and perception that rose from the experience of the product or the organization” (Davide 2002).
Branding has become an increasingly important component of culture and the economy because it refers to how a corporation is perceived and it is the generally accepted image of what a company stands for. A brand is a name or trademark connected with a product or producer and it is a term that includes practically all means of identifying a product name term, sign, symbol, design or combination of them that identifies the goods or services of one seller or a group of sellers and differentiates them from those of competitors (Oliveira-Castro, et al, 2008).
Brand is one of the variables that determine the value of the organization in competitive environment. Brand has effect on customers as it has become a source of decision making.
A preferential famous brand is not only attractive for customer to buy product, but also brings the behavior of repetitive purchase and reduce the behavior resulting from the price volatility (cadogan and foster, 2000). Customer displays different degrees of loyalty and commitment towards a product, service or brand (Kandampully and sunartanto2011). In general, loyalty takes place when customers buy a product repeatedly and holds a positive attitude towards the product. Cake is a form of
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