Research Proposal
+
FACULTY OF COMMERCE
DEPARTMENT OF RETAIL MANAGEMENT
AN ASSESSMENT ON HOW PRODUCT BRANDING AFFECTS CONSUMER PURCHASE DECISIONS IN RETAIL OUTLETS.CASE STUDY OF TM SUPERMARKETS.
BY
CHIDHKWA ARTHUR HILTON
R101422F
A PROPOSAL SUBMITTED TO THE FACULTY OF COMMMERCE IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE BACHELOR OF COMMERCE (HONOURS) DEGREE IN RETAIL MANAGEMENT.
2013
1 TITLE
An assessment on how product branding effects consumer purchase decisions in Food Market Chain Group (FMCG) goods and durable goods.
2 BACKGROUND TO THE STUDY
Branding is a vital element in a business. Without a brand, retailers may be confused or give the customers the wrong products, while the customers have to explain in detail the type of products they want to fully satisfy their needs and wants. It can therefore be assumed that a brand acts as a sign, name or symbol for products and services. The main aim of a brand is to identify the products or services of a seller or a group of sellers and differentiate an offering of a seller from that of its rivals (Kotler, 2003).
In recent years, brand played a significant part in the market as the marketers added value to the brand to make it more preferable compared to other brands in the same market segment. For example, when quality rice is mentioned, most people will think of Tastic rice. This is just one of the successful branding strategies
3 STATEMENT OF THE PROBLEM
The purpose of the study is to know the effect of brand elements on customer purchasing decision. The brand elements are brand image, brand association, brand name, brand logo and brand awareness. The findings from the literature and the primary data shows that brand elements have significant impact on customer purchasing decisions as well as the success of the retailer. It is common knowledge that the customer’s choice is influenced by many surrogates of which the simplest of them all is the brand name. Products offered by the retailer may be equally satisfying but
FACULTY OF COMMERCE
DEPARTMENT OF RETAIL MANAGEMENT
AN ASSESSMENT ON HOW PRODUCT BRANDING AFFECTS CONSUMER PURCHASE DECISIONS IN RETAIL OUTLETS.CASE STUDY OF TM SUPERMARKETS.
BY
CHIDHKWA ARTHUR HILTON
R101422F
A PROPOSAL SUBMITTED TO THE FACULTY OF COMMMERCE IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE BACHELOR OF COMMERCE (HONOURS) DEGREE IN RETAIL MANAGEMENT.
2013
1 TITLE
An assessment on how product branding effects consumer purchase decisions in Food Market Chain Group (FMCG) goods and durable goods.
2 BACKGROUND TO THE STUDY
Branding is a vital element in a business. Without a brand, retailers may be confused or give the customers the wrong products, while the customers have to explain in detail the type of products they want to fully satisfy their needs and wants. It can therefore be assumed that a brand acts as a sign, name or symbol for products and services. The main aim of a brand is to identify the products or services of a seller or a group of sellers and differentiate an offering of a seller from that of its rivals (Kotler, 2003).
In recent years, brand played a significant part in the market as the marketers added value to the brand to make it more preferable compared to other brands in the same market segment. For example, when quality rice is mentioned, most people will think of Tastic rice. This is just one of the successful branding strategies
3 STATEMENT OF THE PROBLEM
The purpose of the study is to know the effect of brand elements on customer purchasing decision. The brand elements are brand image, brand association, brand name, brand logo and brand awareness. The findings from the literature and the primary data shows that brand elements have significant impact on customer purchasing decisions as well as the success of the retailer. It is common knowledge that the customer’s choice is influenced by many surrogates of which the simplest of them all is the brand name. Products offered by the retailer may be equally satisfying but