Find Out How Brand Image Affects Marketing Essay

This investigation is done to find out how brand image affects the consumer buying behaviour on clothing with a comparative study between India and U.K customers. "Manufactured goods are something that is prepared in a factory; a brand is what that is purchased by a consumer. Merchandise can be imitated by an opponent; a brand is exceptional. Manufactured goods can be promptly out of date; a flourishing brand is eternal (Stephen King, WPP Group, London). Brand value has turn out to be one of the central parts of advertising area. Therefore, companies who comprehend the significance of brand value are capable to distinguish themselves in the markets. Furthermore, realizing how customers react to brands is supportive for companies to plan as well as build advertising activities. In this research both exploratory and performance monitoring research is applied. To attain general information on brand awareness and the concept of shopping centre and reading literature to increase knowledge about the subject, an exploratory research approach is utilized. A hermeneutic approach is used, since the purpose of the research is to recognize if the brand identity consents with the image that the customers have of the brand. The primary data comes from personal interviews with the students from both UK and India. These personal interviews are a good approach since the communication takes place under relaxed circumstances. The questionnaire comprises of both open ended and closed ended questions. Closed questions are selected so as to be able to measure the respondents' attitudes and opened questions were used in order to attain a deeper understanding of the respondents' actual perception and what they are based upon. The survey is carried out in two colleges: LSBF in UK and Stella Mary's in Chennai, India

Chapter 1: Introduction

1.1 The importance of brand image on fashion clothing

Clothing is a kind of need that aids to keep our bodies tepid. Individuals will not be able to survive with a safeguard from clothes in unfavorable circumstances and this denotes how essential clothing is for us. In this day and age, along with the fundamental tasks, clothes can also serve as style things, which can notify how important a human being is, states the position an individual possess and what their individual image is like (O'Cass, 2000). Therefore, clothing can help out symbolize our individual personality.

A clothes shopping is one of the well-liked activity between people from all ages, diverse genders as well as educational backgrounds. Due to the propagation of clothing brands segment, customers have to capture a grave thought during the purchasing procedures. Like stated by Jaworski and Rayport (2003), the buying procedure is split into three levels, i.e. pre-buying, buying and post-buying. All the levels are of equal significance that can change the consumer buying decision. Once customers make a buying decision, they may want to identify their individual requirements, read manufactured goods facts, make a decision on where and which to buy, choose whether to buy once more from the identical seller, deciding on the purchasing methods, exhibit contentment to the merchandise or amenities excellence and finally be truthful to the brand. These stress the difficulty of purchasing procedures along with the prospective influence a brand could enforce in the middle of them. A number of brands, under the impact of globalization and concentrated efforts from publicity by the media, have turned out to be well-liked not only in their country of origin, but as well in other markets with soaring prospective. Having a well-built and extraordinary brand image could facilitate to institute an individuality in market (Aaker, 1996),

1.2 circumstantial data of India and the UK clothing markets

The apparel as well as textile business is one of the top sectors of the Indian market and the major source of overseas exchange incomes for India. This business reports for 4 % of the gross domestic product, (GDP) 20 % of manufacturing productivity, and fairly more than 30 % of export incomes. The apparel as well as textile business hires about 38 million people, making it the major basis of Indian business employment. The UK is a European country with a population of about 60 million. About its GDP development, because of its established financial arrangement, it is following a steady somewhat than destructive GDP growth rate. In totaling, the finance sector and business amenities are the most significant source of GDP (gross domestic products), putting in to almost 30% of the whole domestic goods (Economist.com, 2007).

1.2.1 Indian clothing markets

The population of India is 1 billion people, has a vast domestic marketplace. India's middle class, presently expected at 200 million, is estimated to enlarge to comprise almost ½ the country's total population by 2006. Based on the acquiring power equivalence, India is the fourth-largest market in the earth, has the third-largest GDP in the continent of Asia, and is the second-largest economy among the emerging nations. India is as well one of the quickest developing markets of the world. Even though the disposable income of the greater part of the Indian population is low, as the Indian economy develops, more customers will possess bigger optional income for clothing and other procurements after meeting their basic requirements.

Source: http://www.usitc.gov/publications/332/PUB3401.pdf

1.2.2 Indians expenditure habits

Expenditure habits are dissimilar for people belonging to different sections of society. For instance, people belonging to the middle-class regard basic requirements and education and expenses toward the future of their children as their top main concerns, followed by standard of living commodities. The rich class expends more on luxury merchandise and intercontinental brands. The super rich class expends on ultra luxury merchandise. It is seen that as disposable income increases, people have a preference more for branded goods, shift to processed foods, and the expenses on tobacco, beverages, food and transport and contact also rises.

Indians shopping habits of are shifting owing to their growing not reusable income, comparative increase in the younger population, and the change in approaches towards shopping. The stress has altered from cost contemplation to quality, trendiness and design. The yearning to look and feel good is also guiding aspect for consumers while making their buying choices. Rising disposable income is also driving demand for customer durables and dining in restaurants among Indians. Age is also a foremost aspect that influences the spending choices of an individual. For example, people in 20-24 years age group spend more on home appliances/ electronic and movies, whereas people in the 45-48 years age group spend more on holidaying. 

Source: http://www.icmrindia.org/casestudies/catalogue/Business%20Reports/BREP047.htm

1.2.3 Characteristics of the Indian clothing

The textile industry of India is one the biggest and oldest segments in the country and amongst the most significant in the market in terms of productivity, venture and employment. The segment takes up nearly 35 million people and following agriculture, is the second-highest employer in the country. Its significance is emphasized by the fact that it reports for around 4% of GDP (Gross Domestic Product), 18% of employment, 14% of industrial production, and 9% of excise collections in the industrial segment, and 16% of the country's total exports earnings. By means of direct connections to the countryside economy and the agriculture zone, it has been expected that one of each six households in the country relies on this segment, either indirectly or directly, for its source of revenue.

A vast pool of skilled and unskilled personnel, cheap labour, low import content, good export potential, and a strong raw material production base are some of the prominent aspects of the textile industry of India. This is a conventional, tough, unshakable industry, enjoying substantial demand in the domestic as well as international markets.

(Source: http://www.udel.edu/alex/chapt6.html)

1.2.4 UK clothing market

The UK is a European country with population of around 60 million. About its GDP growth, because of its established financial structure, it is following a steady rather than destructive GDP growth rate. In addition, the finance sector and business services are the most significant source of GDP (gross domestic products), contributing to almost 30% of the total domestic products (Economist.com, 2007). The production division, comprising the clothing industry, pales in comparison with the growth of the business segment and even has an indication of recession in the current decades. This can be exposed by the steady decline of hiring rate in the UK clothing business (Jones and Hayes, 2004).

1.2.5 British expenditure habits

Expenditure seems more welcome than saving amongst the British people. According to a study performed by Weekes (2004), only around 1/3 rd of female participants and less than half of the male participants convey that they have the saving habits. Amongst the participants, females are more expected to spend on clothes than males, with nearly half of female participants saying that they have no less than one store card and nearly two-thirds of them possess one or two loyalty cards. This might probably clarify why shopping is a gendered action (Dholakia, 1999; South and Spitze, 1994), and rarely, women might even shop for a man's clothing (Dholakia, 1999).

Loyalty cards and Store cards are general advertising plans to implore customer's faithfulness. Nevertheless, the same study denotes that store cards might not be frequently utilized although exceptional offers are frequently offered to the people who possess cards (Weekes, 2004). This may perhaps be clarified by the information that store cards sometimes have much advanced interest rates than that of the credit cards and personal loans (Mintel, 2002)

1.2.6 Characteristics of the UK clothing market

Similar to most of the developed financial system, the UK clothing industry has transferred its production segment to other countries with small labor costs and trained manual labor, leaving only the design centre with tractable designers. Such shift can possibly report for the important fall in employment rate and quantity of production in the clothing segment (Jones, 2003). Nevertheless, this is discovered to obstruct the expansion of British clothing design owing to be short of production amenities (Dagworthy, as cited in Carruthers, 2004).

as much as the UK fashion retail sector is apprehensive, there is a tendency for own brand growth, determined markets, tough aggressive activities, a polarized market, short-life-cycle goods, as well as variable customer demand (Marciniak and Bruce, 2004; Siddiqui et al., 2003). As stated by Moore (1995), fashion dealers have a tendency to generate product discrimination in which they can differentiate themselves from their prospective opponents in terms of manufactured goods features like design as well as cost. Even though the UK is besieged with style brands, the market is set apart by goods with small discrimination (Birtwhistle and Freathy, 1998; Moore, 1995). In addition, the selling segment is disjointed, creating of self-governing, Family- possessed businesses also some large scale chain stores, with the later one contributing to the biggest amount of market share (Easey, 2001; Marciniak and Bruce, 2004; Mintel, 2003). In contrast with other retailed segment, the fashion retailing segment is found to integrate the biggest number of native chains for example next plc (Marciniak and Bruce, 2004). Such fact has motivated the appearance of brand name expansion in the spirited UK clothing market.

1.3 Research Questions

"Manufactured goods are something that is prepared in a factory; a brand is something that is purchased by a consumer. Merchandise can be imitated by an opponent; a brand is exceptional. Manufactured goods can be promptly out of date; a flourishing brand is eternal (Stephen King, WPP Group, London). Brand value has turn out to be one of the central parts of advertising area. Therefore, companies who comprehend the significance of brand value are capable to distinguish themselves in the markets. Furthermore, realising how customers react to brands is supportive for companies to plan as well as build advertising activities.

Does brand image affect the consumer buying behaviour in the clothing sector?

1.4 Aim

The aim of this dissertation is to investigate the effect of brand image on consumer purchasing behaviour in clothing, with the comparison between the Indian and British consumers. Having found out the relationship between brand image and consumer purchasing behaviour, marketers and practitioners could devise strategies to increase the sales revenues.

Objectives

To analyze that brand image has an influence on the consumer buying behaviour of clothing

To prove that there are differences in buying behaviour of clothing for consumers in India and the UK

To prove that Brand image builds a connection and a tough bond that grows over time.

To show that Brand image denotes the excellence of the merchandise, thus giving consumers the contentment of purchasing quality things.

To prove that Branding helps in developing a customer commitment.

1.5 Methodology

In common, there are two types of research methods that is qualitative and quantitative research. Each one of them includes a range of approaches, which are decided on the kinds of data being gathered. Qualitative semi-structured interviews have been selected as a mean to gather data because they are found to be more suitable for seeking replies in relation to approaches, views and feelings. In addition, the sampling method was enclosed. In the course of data compilation, the mixture of expediency and quota sampling was being employed. In addition, the agenda of interview was argued with an outlook to offering some common ideas about the underlying causes for enquiring such questions. The data composed would be studied using the methods of cross-case and within-case analysis.

1.6 Theoretical framework

With a recognized brand name, customers would seem to be more liable to buy the goods in much advanced costs. As far as the similar level of manufactured goods quality is apprehensive, customers would have a preference for purchasing brand-name goods (Bello and Holbrook, 1995). This fact brings out the model of brand equity. According to Aaker (1991), brand equity is mostly obtained from four elements, namely brand loyalty, brand awareness, perceived brand equity plus brand associations. The theoretical framework implemented in this dissertation would be based on the theory of brand equity and the particulars of each element are to be discussed and analyzed later.

1.7 Outline of the dissertation

The structure of the dissertation is shown as follows:

Chapter 1 is the introductory section, containing the background information of India and the UK clothing industry, the research objectives and the dissertation outline.

Chapter 2 will incorporate the review of previous studies, mainly concentrating on clothing industry and consumer buying behavior. It is believed that this chapter could provide readers with general information like theories and issues in relation to consumer buying behavior for clothes so as to make them more understandable in the forthcoming sections.

Chapter 3 delineates the research methodology, focusing on the description of research design and justification of data.

Chapter 4 is the core of the dissertation in which research findings are presented and discussed. Whether brand image would affect the consumer buying behavior in the clothing sector is shown and also the similarities and differences regarding the circumstances in India and the UK are investigated.

Chapter 5 would draw conclusions on the findings from the previous chapters. Implications towards the business environment and research limitations are also included. Recommendations would be made with regard to the limitations so as to provide further directions in the future studies

1.8 SUMMARY

This chapter summarized the aims, objectives research questions and the summary of the following chapters. "Manufactured goods are something that is prepared in a factory; a brand is something that is purchased by a consumer. Merchandise can be imitated by an opponent; a brand is exceptional. Manufactured goods can be promptly out of date; a flourishing brand is eternal (Stephen King, WPP Group, London). Brand value has turn out to be one of the central parts of advertising area. Therefore, companies who comprehend the significance of brand value are capable to distinguish themselves in the markets. Furthermore, realizing how customers react to brands is supportive for companies to plan as well as build advertising activities.

Chapter 2: Literature Review

2.1 Introduction

Consumer behavior indicates to the behavior in which people obtain, use and organize goods as well as amenities (Blackwell et al., 2001). Due to the explosion of brands in the current years, there are a growing number of studies carried out in the area of consumer buying behavior. Nevertheless, a majority of them focus on a particular nation investigation, despite of the significance of cross-country evaluations which shall motivate inventive thoughts for accepting the fast- shifting customer practice. This research will examine the dissimilarities of British and Indians in purchasing clothes under the effect of brand image. In this chapter, the literatures relating to the functions of brand and brand equity are to be assessed so as to offer a theoretical framework for the abovementioned analysis.

Brand presents an essential function for differentiating merchandise and amenities from those of the competitors (Aaker, 1991; Murphy, 1998). The appearance of brand equity inspires the significance of brand in advertising policies and therefore offers helpful approaches for managers and more study (Keller, 2003).

(Ref: http://edissertations.nottingham.ac.uk/983/1/07MSClixkkt1.pdf)

2.2 Definitions of brand by different Authors

According to the AMA (American Marketing Association) Board of Directors, Marketing is the action, set of organizations, and procedures for creating, interacting, delivering, and exchanging contributions that have worth for consumers, customers, associates, and society at large.(source: www.heidicohen.com)

Dr. Philip Kotler defines advertising as "the art along with science of producing, delivering as well as exploring importance to satisfy the necessities of a target market at a gain.  Marketing identifies unhappy desires and requirements. It explains events along with measures the size of the known marketplace as well as the revenue likely. It spots out which sector the company is capable of serving supreme and it designs and markets the suitable merchandise and amenities."

(Source: www.kotlermarketing.com)

Marketing is a planned and strategic many-sided process that holds sales as well as consumer service and withholding. Marketing can also become a response loop involving an organization and its consumers and prospects that assists to notify and develop the business going forward. (Rebecca Lieb, 2009). Marketing comprehends your buyers actually well then creating precious goods, services, and facts particularly for them to facilitate resolve their difficulties. (David Meerman Scott 2010)

Marketing, when performed properly, is building such an astonishing experience around your brand or manufactured goods that individuals with no other association to it want to inform their friends about how astonishing it is, and the series starts again. (Peter Shankman 2010)

"A brand is nothing but an appearance of the consumer's trustworthiness and faith." (Phil Dusenberry 2006)

"In the public's eye, a brand is a guarantee. It is a pledge that the service carrying that brand will survive up to its name, and execute." (Harry Beckwith 1997)

"Brand works in two ways: It works in the manner we characteristically think, as drawing buyers with the brand's hidden promise of quality. But the brand also works at the stage of the second key pool of forecast: potential workers. Since you are more than your brand; you are the people who symbolize it, supervise it, and perform its promises and the more forceful your brand, the more effortlessly you can employ that outstanding talent you require to carry on to convey outstanding results." (Harry Beckwith 2000)

"Simply acknowledged, a brand is an identifiable place, person, or thing. Our job as marketers is to build brands that are separate and different from related products or services presented by competitors. It's all about discrimination." (Steve Cone 2011)

"If you want to make a flourishing brand, you have to comprehend difference. You have to look for chances to build new groups by difference of existing groups. And after that you have to become the first brand in this rising new group." (Al & Laura Ries, 2004)

"A Killer Brand survives when an individual develops an inconsistent amount of achievement in its group for the reason that of a forceful and distinguished anticipation that comes to be connected with its name." (Frank Lane 2007)

"Brand refers to the set of aspects that occur in a consumer's mind when that individual hears your name or views your logo." (Bill Chiaravalle, 2006)

A brand is a term, name, symbol, plan or every additional aspect that recognizes one retailer's merchandise or amenities as different from those of new retailers. (Dibb et al (1997) Bennett (1988))

2.3 The significant roles of brand

Brand is a term in each customer's intellect (Mooij, 1998) plus it is distinguished by a visible symbol or term which shall make a distinction between the services and products from the opponents' (Aaker, 1991; Keller, 1998). In accumulation to a particular brand name, a brand is furthermore composed of goods, wrapping, advertising, endorsement, and also its general appearance (Murphy, 1998). From the customers' point of view, brand is a sponsor of dependability as well as quality in customer goods (Roman et al., 2005). Further to this, customers would be fond of to purchase plus make use of brand-name goods with a vision to emphasize their individuality in unusual circumstances backgrounds (Aaker, 1999; Fennis and Pruyn, 2006).

These days, customers possess a broad variety of option to select from when they go into a mall. It is established that customers' sentiments are one of the most important elements which have an effect on their purchasing behavior (Berry, 2000). According to a study performed by Free ride Media LLC (1998) on shopping practices, nearly 1/4th of the participants are to be expected to impulse -purchase accessories plus clothes. When choosing which goods to buy, customers have their favorites, which are urbanized in harmony with their insights in the direction of the brand. Victorious branding possibly will formulate customers' conscious of the existence of the brand plus as a result could amplify the possibility of purchasing the company's goods along with amenities (Doyle, 1999).

(Ref: http://edissertations.nottingham.ac.uk/983/1/07MSClixkkt1.pdf)

http://www.soundslikebranding.com/wp-content/uploads/2010/10/brands_montage_shadow.jpg

Figure 1: Different brands

(Source: www.soundslikebranding.com)

2.4 The distinctiveness of victorious brands

A brand can be a never-ending and beneficial quality on condition that it is preserved in a good mode that can carry on fulfilling customers' requirements (Batchelor, 1998; Murphy, 1998). Even though doing well brands can be completely dissimilar in environment, they share a bit in general, for example well-priced goods plus constant quality (Murphy, 1998).

As citied by Levitt (1983), there are four fundamentals for creating a victorious brand, namely augmented brand, tangible product, potential brand, and basic brand. Tangible product refers to the goods which meet up the essential requirements of the consumers. Basic brand, on the other hand, considers the wrapping of the tangible product in order to draw the notice from the prospective clientele. The brand can be extra increased with the provision of trustworthiness, effectual after-sales services and the same. Lastly plus most significantly, a prospective brand is recognized through stimulating consumer favorite and reliability. By doing so, the picture of the brand could be well inspired in the consumers' brain.

(Ref: http://edissertations.nottingham.ac.uk/983/1/07MSClixkkt1.pdf)

The following are the several features adding to the victory of brands which are recognized;

A characteristic merchandise / amenity Experience

Acceptable skill is the most important element of brand values. If the feature of knowledge worsens, or if the brand is exceeded by better discounts from opponents, then its place shall be damaged.

initial -Mover benefit

Being foremost into the marketplace does not essentially fetch victory, but it creates the job effortless. It is very easy to confine a division of the customer's mind and manufacture a customer base, when the brand has no opponents to equal its place.

exclusive spotting model 

If the brand is not the leader, it should have an exclusive spotting model - a section plan, importance scheme or amplified brand, which will append the importance as well as differentiate it from opposition.

Tough interactions Programme

A victorious brand needs a successful retailing, promotional or advertising operation, which will commune the brand's survival, its purpose along with emotional significance, activate test and strengthen promise to it. Exclusive of creating consciousness, understanding and intent to purchase the brand is insignificant.

instance and constancy

Customarily, brands were not manufactured swiftly. It frequently obtains years to increase the augmented values, and create a faithful association.

(Ref: http://www.scribd.com/doc/2631025/36/characteristics-of-successful-brands)

2.5 The value of brands to customers

 According to Jean-Noel Kapferer (1992), brands carry out quite a lot of roles that put in value as well as consumer advantages:

expediency: To accumulate moment as well as energy via indistinguishable re-buying and faithfulness

moral: contentment related to the dependable action of the brand in its association with society

assurance: To be certain of discovering the similar quality no issue where or when you purchase the manufactured goods or amenities

permanence: contentment brought about through acquaintance as well as closeness with the brand that you have been using for many decades

self-indulgent: contentment related to the charisma of the brand, to its symbol, to its interaction

Optimization: To be sure of buying the best product in the category, the best performer for a particular purpose

recognition: To be evidently seen, to formulate sense of the propose, to rapidly recognize required goods

Characterization: To have confirmation of your personality or the image that you show to others

2.6 The significance Of Brands To Companies

Brands build worth for companies, in the subsequent methods:

Brand influence: The brand manager gains From two major influence results: Higher volume leads to economies of scale in development, production and marketing; Premium pricing increases revenue.

Brands, market share and profits: characteristically a brand manager acquires twice the market share of the brand which is in second position, and the brand which is in second position twice the share of the third position. The brand leader is the most profitable and all beyond number two are unprofitable

The importance of Niche Brands: controlling a niche market is generally extra advantageous than being fifth in a huge marketplace.

The Brand obstacle: Brand mangers generally have the economic power to fend off rivals. Prospective opponents are generally unwilling to penetrate the market if present brands please consumers. In accumulation, brand managers can expand their authority in the market.

Possibilities for development: The manufactured goods life cycle relates to goods, not brands. Companies can preserve a brand while altering the fundamental manufactured goods to report for new knowledge, trend or existing market circumstances. The brand can also be utilized to enter new marketplace.

Brand reliability and values: well-built brands are more eye-catching to sponsors. Brand reliability also diminishes advertising costs and makes sure companies to overrule irregular issues (e.g. Johnson & Johnson with Tylenol).

Encouraging shareholders: businesses with well-built brands magnetize good recruits. They also are inclined to bring out society as well as government support.

(Ref: http://www.scribd.com/doc/2631025/36/characteristics-of-successful-brands)

2.7 Brand equity

The name 'brand equity' denotes to organized qualities as well as accountabilities linked with a brand, consisting of its name as well as logo, which possibly will force advantageous or disadvantageous results on the values taking place from the goods or amenities (Aaker, 1991; Yasin et al., 2007). And Keller (1998) spots out that brand equity denotes the elite advertising results forced on the brand. Relating to the affirmative part of brand equity, it occurs when customers are eager to give more for the similar stage of excellence just for the reason that of the magnetism of the name connected to the manufactured goods (Bello and Holbrook, 1995).

Nonetheless, brand equity may possibly be damaged if it is not correctly handled. For example, underprivileged merchandise quality and consumer amenities can unfavorably influence the brand image, providing ascend to a decrease in retailing quantity. One of the typical instances concerning brand as a type of equity is the obligation of rules to shelter logical possessions (Murphy, 1998). In countries with entrenched officially permitted scheme, the importance of brands has been acknowledged to both the customers and manufacturers. In order to combat plagiarism, many countries have established rules to guard rights, trademarks, and plans in addition to copyright. In accumulation, brand is also deal able merchandise by means of quantifiable fiscal worth (Murphy, 1998). It is not rare to discover some recognizable brands scheduled on the stock markets in which they could be purchased or traded. Brands like Vodafone, Marks and Spencer, HSBC, Sainsbury and Tesco are all listed on the FTSE 100 index (London Stock Exchange, 2007). It is discovered that the instability of stock market could have an effect on customers' buying mood, not to talk about the growth or turns down of retail sales (Blackwell, 2002). This is supported by the truth that brand equity relies on the number of people with usual acquisition (Aaker, 1996).

The aforementioned instances stress the standards of brand equity for both customers and the company. For the customers, brand equity can offer them with data about the brand which powers their self-assurance throughout the buying procedures. There is a soaring tendency for customers with high-quality insights to purchase from the similar shop again than those with poor insights. Past buying experiences and acquaintance with the brand could be feature able to the insights produced from the customers (Aaker, 1991). As for the company, brand equity might as well as is a resource for the company to produce money pour. For example, the union linking Reebok and adidas in 2005 not only amplified their market share so as to contend with Nike in the US sports apparel market, but also fascinated more people to spend in the larger company with towering prospective (Business Week, 2005). In addition, brand equity can also permit advanced edges via first-class costing and condensed dependence upon promotional actions (Aaker, 1991). Due to the affirmative picture, customers no more spotlight on the temporary advertising but the on the whole brand.

(Ref: http://edissertations.nottingham.ac.uk/983/1/07MSClixkkt1.pdf)

"From a customer perception, brand equity is based on customer viewpoints about affirmative brand qualities and positive results of brand usage." - American Marketing Association

"A set of benefits and responsibilities connected to a brand, its name and representation that enhances to or takes away from the importance offered by manufactured goods or amenity to a company and/or to that company's clientele"(David Aaker 1991). "Brand equity is the substantial and insubstantial assessment that a brand offers definitely or pessimistically to an association, its goods, its services, and its outcome resulting from customer acquaintance, insights, and understandings with the brand."(Gunelius 2010)

"Insights about a brand as reproduced by the brand relations held in customer reminiscence" (Keller, 1993).

2.8 Five dimensions of brand equity

The four main subdivisions of Brand equity model, namely brand loyalty, brand awareness, perceived quality and brand associations (Aaker, 1991; Keller, 1998). These four main areas are to be discussed in the following sections.

Figure 21 - How brand equity generates value

Figure 2: How brand equity generates value (Aaker, 1996:9)

(Source: www.van-haaften.nl)

2.8.1Brand awareness

http://www.brandvoices.co.uk/images/BrandAwarenessParadigm_000.jpg

Figure 3: Brand awareness paradigm

(Source: www.brandvoices.co.uk)

Brand awareness is the possibility that customers are recognizable about the being and accessibility of the manufactured goods. It is the extent to which customers accurately connect the brand with the exact merchandise. It is calculated as ratio of functioning market that has previous information of brand. Brand awareness comprises of both brand identification plus brand recollect. Brand identifications the capacity of customer to identify previous awareness of brand when they are posed queries about that brand or when they are exposed that particular brand, i.e., the customers can plainly distinguish the brand as having being previously seen or heard. While brand recollect is the prospective of consumer to recuperate a brand from his remembrance when offered the merchandise group/class, requirements contented by that group or purchasing situation as an indication. In other terms, it signifies that customers be supposed to properly recuperate brand from the remembrance when presented a hint or he can recollect the particular brand when the merchandise kind is revealed. It is normally easier to identify a brand relatively than recollect it from the remembrance.

Brand awareness is enhanced to the amount to which brand names are chosen that is easy and simple to say or predict; recognized as well as communicative; plus exclusive and different. For example - Coca Cola is known as Coke. There are two categories of brand awareness:

Top of mind consciousness (Immediate brand recall) - This denotes that on revealing the merchandise group, the first brand that customer recalls from his mind is your brand.

Helpful awareness- This denotes that on revealing the type of merchandise, the customers will be able to distinguish your brand from the lists of brands publicized.

The comparative significance of brand recollects and identification will depend on the amount to which customers make goods-associated choices with the brand available or not. For example - In a shop, brand identification is further vital as the brand will be actually available. In circumstances where brands are not actually present, brand recollect is more important (as in case of services and online brands).

Creating brand awareness is necessary for creating brand equity. It comprises of usage of a variety of famous canals of endorsement such as publicity, word of mouth advertising, social media like blogs, funding, introduction events, etc. To generate brand awareness, it is significant to produce dependable brand image, mottos and taglines. The brand communication to be interacted must also be constant. Tough brand awareness guides to high retail and high marketplace share. Brand awareness can be considered as a mode via which customers become familiar and recognizable with a brand and identify that brand.

(Ref: www.managementstudyguide.com)

2.8.2 Perceived quality

One more noteworthy quality to brand equity is perceived quality. It can be described as the consumer's insight of the on the whole value or advantage of merchandise or amenity with regards to its planned principle, comparative to options. Perceived quality is, primary, an awareness by consumers. It hence fluctuates from a number of connected ideas, such as:

Product-based value: the character and number of elements, aspects, or amenities incorporated 

real or purpose value: the amount to which the merchandise or amenity delivers better service 

Manufacturing excellence: conformance to specification, the "zero fault" objective

Perceived quality cannot of necessity be independently resolute, in division for the reason that it is awareness and also for the reason that decisions about what is significant to clientele are concerned. An assessment of washing machines by a customer information specialist may be capable and impartial, but it must make decisions about the virtual significance of aspects, clean-up action, types of clothes to be cleaned, and so on that may not counterpart those of all clientele. Finally consumers vary stridently in their characters, requirements, and likings.

Perceived quality is an insubstantial, general notion about a brand. Nevertheless it generally will be based on fundamental measurements which comprise features of the goods to which the brand is fastened for instance dependability and performance. To comprehend perceived quality, the recognition as well as capacity of the fundamental measurements will be helpful, but the perceived quality itself is a précis, worldwide assemble. (Ref: www.studymarketing.org)

Alike to brand awareness, perceived quality is decided by a number of aspects. To be further precise, perceived quality can more be categorized into merchandise value and service quality? As regards to merchandise quality, there are seven aspects which have an effect on the customers' awareness, namely features, conformance with stipulation, performance, reliability, constancy, serviceability as well as well and come to an end. Service quality, on the other hand, is evaluated by its matching extensive, reliability, capability, receptivity along with sympathy (Aaker, 1991). In addition to the abovementioned measurements, the country-of-origin of merchandise is established to influence its perceived quality (Khachaturian and Morganosky, 1990) and also the perceptions towards the acquired worth (Ahmed and d'Astou, 1993). As mentioned by Srikatanyoo and Gnoth (2002), customers are tending to expand conventional beliefs about the goods from specific countries. Therefore, customers could have their favorites for goods made from one country above another (Papadopoulos et al., 1991). Furthermore, cost is one of the significant clues to assess perceived quality (Aaker, 1991). It is discovered that cost is more pertinent in deciding the perceived quality of merchandise given that a person requires the capability to assess the worth of a manufactured goods.

(Ref: http://edissertations.nottingham.ac.uk/983/1/07MSClixkkt1.pdf)

2.8.3 Brand loyalty

Brand loyalty is one of the center constituents of brand equity and also optimistically and openly influenced brand equity (Atilgan et al., 2005). Under the power of brand loyalty, customers persist to purchase the brand, in spite of the better aspects, costs plus expediency possessed by its rivals (Aaker, 1991). The more dependable the customers are towards the brand, the less susceptible the consumer foundation would be. Depending on the practice that repeat purchasing is one of the pointers for brand loyalty, Keller (1998), nevertheless, dare that such assessment may not be completely precise. This is owing to the reality that some customers make usual acquisitions towards a specific brand just for the reason that of its fame in stock and effectual endorsements.

brand-loyalty682

Figure 4: Brand loyalty

(Source: http://sdpride.info/?P=51)

For many companies, possessing faithful clientele is a blessing in disguise. Brand loyalty is considered as expensive quality in unusual conditions. Foremost, it can facilitate decrease the advertising costs of performing business (Aaker, 1991). Trustworthy consumers bestow to an advanced opportunity of do again acquisitions and it is less expensive to maintain consumers than to obtain new ones. Next, loyalty to a brand can improve trade influence. Some customers with tough association to one brand would change to the store in which a nominated brand is sold. Third, reliable consumers could pressure other people to buy the brand. This is characteristically correct when the merchandise apprehensive is to some extent dangerous. In this case, customers are guaranteed to purchase the merchandise if they have some associates or relations who suggest the same form of merchandise. This recommends why word-of-mouth contact is for the most part influential devices in the market (Henricks, 1998; Marney, 1995; Silverman, 1997; Bansal and Voyer, 2000). Customers generally rely on unofficial and individual interaction sources in making buying choices somewhat than more official and managerial promotion movements (Bansal and Voyer, 2000). Lastly, brand loyalty can aid give plenty time for the company to reply to rivals' recently established goods. Therefore, the company possibly will put together fine usage of the moment slip to build up better goods so as to fight with its competitors.

Owing to the importance acquired from brand loyalty, a lot of companies would work out various policies to uphold and improve the faithfulness from clientele. According to Aaker (1991), it is significant to care for the client with value so as to keep them dependable. Furthermore, client approval intensity desires to be appropriately looked after via carrying out customer study. Clientele can also be prized for their reliability towards the firms with the intention that they will carry on to purchase the goods. For example, a number of airlines like KLM, Cathay Pacific and chain stores such as TOPMAN offer loyalty -cards or club cards to reward their clientele with discounts and other profit.

(Ref: http://edissertations.nottingham.ac.uk/983/1/07MSClixkkt1.pdf)

Brand loyalty decides that to what degree the customer is loyal to the brand. It's essentially the approach which is revealed in one's actions. The approach customers have towards the brand results in altering the purchasing behavior pattern of the customers that can be decided when the purchaser favors the one brand over the other and uses it. The number of times the brand is bought and used by the purchaser and repetitive sales of the brand all are the reproductions of brand loyalty. Brand is regarded to be the believable source of offering the quality. So it is noticeably stated in the description the brand that how significant the quality matters in creating the brand and in creating the optimistic approaches towards the brand in the shape of brand loyalty. As the number of brands enhance in the marketplace, the rivalry gets build up with that the alternatives for the purchasers also turn out to be obtainable and the level of brand loyalty also reduces with it. So with the aim of tying the customers to the brand it is significant for the dealer to preserve and develop the quality with constancy. Perceived risk is a significant aspect which ceaselessly has its effect on brand loyalty. The individuals with more apparent danger tend to be more reliable than those of the customers having low apparent danger, for the reason that the people with advanced apparent danger do not actually want to alter their brand on the habitual basis, owing to the danger involved in trying the new brand.

(Ref: http://sdpride.info/?p=51)

2.8.4 Brand association

It is described as the detailed connection between the memory and the brand (Aaker, 1991). Keller (1998) and Yasin et al. (2007) further note that equity of a brand is mainly sustained by customers' relations towards the brand, which give to a particular brand image. Brand association is such a complex theory that binds to one another, comprising of numerous ideas, incidents, instances, and information that produce a brand data system (Yoo et al., 2000). In addition to the substantial goods, the insubstantial qualities, for example innovativeness and uniqueness are also taken into account as brand associations.

(Ref: http://edissertations.nottingham.ac.uk/983/1/07MSClixkkt1.pdf)

Brand Associations are not gains, but are symbols and images connected with a brand or a brand promote. For instance- Blue color with Pepsi, Nokia sound, Film Stars as with "Lux", The Nike Swoosh, signature tune Ting-ting-ta-ding with Britannia, etc. Associations are not "causes-to-purchase" but offer association and discrimination that's not duplicate. It is connecting apparent values of a brand to a recognized body for example- Hyatt Hotel is related with comfort and luxury; BMW is connected with style, enjoyable driving, and advanced engineering. Most well-liked brand associations are with the possessors of brand, such as - Reliance and Dhirubhai Ambani, Bill Gates and Microsoft.

Brand associations are formed on the following basis:

Customers interaction with the organization and its workers;

Word of mouth promotion;

Products and schemes offered by competitors;

Advertisements;

Products and schemes offered by competitors;

famous person/big body relationship;

value of the merchandise;

the selling price of the brand;

discounts and products presented by the opponents;

POP ( Point of purchase) exhibits; etc

Optimistic brand associations are developed if the manufactured goods which the brand portrays are long-lasting, profitable and popular. The clientele have to be convinced that the brand has the aspects and qualities fulfilling their requirements. This will guide to consumers having an optimistic feeling about the manufactured goods. Optimistic brand association aids an association to achieve kindness, and hinders the rivals' entrance into the marketplace.

(Ref: www.managementstudyguide.com )

2.8.5 Other Proprietary Brand Assets

This fifth group stands for such other proprietary brand assets as trademarks, patents and channel relations. Brand assets will be most important if they reduce or avoid competitors from wearing away a purchaser base and reliability. These assets can take numerous forms. For instance, a trademark will guard brand equity from opponents who may want to puzzle clientele by means of a related name, symbol, or package. A copyright, if tough and pertinent to consumer option, can stop direct rivalry. A delivery channel can be restricted by a brand because of a history of brand performance.

(Ref: http://ezinearticles.com/?Brand-Equity---Assets-and-Liabilities&id=803457)

2.9 Consumer buying behavior

A lot of people do utilize a wide mixture of merchandise daily, from essential necessities to high-valued collectables. Owing to the circulation of goods in the marketplace, such incidence is one of the largest part attractive as well as for this reason a great deal studied themes in the advertising field. As stated by Schiffman and Kanuk (2000), consumer behavior is concerning how citizens formulate their choices on individual or home goods with the usage of their obtainable resources such as money, time and attempt. Gabbott and Hogg (1998) and Blackwell et al. (2006) further offered a complete sight that explains consumer behavior as the actions and the procedures in which people or groups select, purchase, consume or organize the goods, services, thoughts or knowledge. The study of consumer buying behavior is of greatest significance in a number of features. Foremost of all, consumer behavior can affect the fiscal health of a nation (Blackwell et al., 2006). Customers would have their choices in buying goods from particular sellers and therefore the left over retailers are chosen using the law of 'continued existence of the fittest'. Consequently, customers' choices can offer a hint for which business to continue to exist, which companies to achieve something and also which goods to do extremely well. Next, through comprehending the causes for customers to purchase the goods and their purchasing habits, the firms can make usage of such facts to work out matching advertising strategies in reaction to the customers' requirements (Blackwell et al., 2006). For example, custom-made goods can be prepared to develop consumer value and thus ease repeat buy (Gabbott and Hogg, 1998). Furthermore, current consumer behavior studies consider customers as significant determinants of organizational victory and it is established that the most victorious organizations are consumer-centric (Blackwell et al., 2006). The concept 'the consumer is king' should be deep-seated in every business people's mind that they be supposed to attempt to satisfy these kings employing their inventive approaches.

(Ref: http://edissertations.nottingham.ac.uk/983/1/07MSClixkkt1.pdf)

The central role of the advertising department is to comprehend and please customer requirements, needs and aspirations. Consumer behavior seizes all the features of acquisition, usefulness and removal of commodities and amenities. In organization and groups are regarded within the framework of customer. Failing to comprehend consumer behavior is the formula for tragedy as some companies have found it the tough way. For instance, Wal-Mart commenced operations in Latin-America with store design duplicating that of US markets. Nevertheless, Latin America customer differs to US customer in every feature. Wal-Mart experienced outcomes and was unsuccessful to make an impact.

Cultural, individual, Social, and individual forces play a huge part in explaining consumer buying behavior. Sub-culture, Cultural, and social class play a significant is confirming consumer behavior. For instance, customer rising up in US is exposed to individuality, liberty, attainment, option, etc. On sub-culture plane pressure of faith, race, geographic location and civilization describe consumer behavior. Social class includes customer with the same level of education, income, taste, feeling of dominance and inadequacy. Over time customer can shift from one social level to another.

Culture only cannot describe consumer behavior; social forces also play an imperative role. Social forces consist of friends, family, peer groups, role and status in society. Groups which have indirect or direct affect on customer are referred to as orientation groups. A primary group includes peers, family and friends with whom customer has direct contact for substantial time. Secondary groups are related where communication is at official level and time dedicated is less.

Consumer buying behavior is pressurized by individual's personal character traits. These character traits do not stay the same but alter with the life cycle. The selection of profession and matching income level also play part in deciding consumer behavior. A software engineer and doctor both would have dissimilar purchasing pattern in apparel; food automobile etc. customers from similar environment, profession and revenue levels may exhibit a different standard of living pattern.

A person's buying behavior is affected by perception, motivation, attitude, beliefs and learning. These features influences customer at an emotional level and decide her overall purchasing behavior. Freud Theory, Maslow's hierarchy and Herzberg Theory make an effort and explain people's dissimilar motivational level in undertaking a purchasing decision. Insight is what customer recognizes about merchandise via their senses. Dealers have to pay notice to customer's view about a brand rather than true contribution of the manufactured goods. Learning comes from experience; customer may react to motivations and buy merchandise. A positive acquisition will create optimistic knowledge ensuing in enjoyable learning. Faith is the fixed belief a customer has towards a brand. It is type of power a brand puts forth on customer. For instance, there is a tough faith that manufactured goods coming through German engineering are excellence goods. Companies may seize advantage of this faith and route their manufacture through Germany.

Companies have to assume further than buying behavior and study the authentic buying process. Difficult buying behavior needs high participation of purchasers, as it is rare in nature, costly, and they are major dissimilarities in the middle of the obtainable option e.g. automobile. Grocery purchasing denotes routine buying, which involves less participation as little dissimilarity among brands, normal and reasonably priced. Buying process includes purchase desires, choice makers, facts search, choices assessment, purchase choice and post purchase actions. Companies strive hard to recognize customer experience and anticipation at every phase of buying procedure. Dealers must to shape the correct combinations which will start acquisition need e.g. advertising programs. Companies should make sure customer have voluntarily obtainable data to take the choice e.g. internet, associates. Customers access options based on their brand insight and belief. Companies have to work hard to build up goods, which contest this insight and belief consistently ultimate purchase decision is taken observing other's insight of the brand. Post purchase if hope meet real presentation customer is contented and more liable to repurchase or suggest the brand to others.

Customer markets are described by a variety of cultural, geographical and social factors. Moreover, consumer behavior is affected by emotional, individuality, orientation groups and demographic reasons. Lastly actual buying process includes multifaceted procedure and cycle. Firms have to maintain a check on all three aspects in composing policy. (Ref: www.managementstudy.com)

2.10 Types of consumer buying behavior

This is to be broadly divided in four types: -

Routine Buying Behavior: -- when the customers are little concerned in the acquisition but observe nonappearance of conscious of diversities amongst brands.

Diversity Seeking Buying Behavior: -- when the customers are little concerned in the acquisition but sees important of diversities amongst brands.

Compound Buying Behavior: -- when the customers are highly concerned in the acquisition and aware of considerable diversities amongst brands

Disagreement Reducing Buying Behavior: -- when the customer are highly involved in the purchase but sees little diversities amongst brands.

(Ref: www.allprojectreports.com)

2.11 Models of consumer behavior

A number of models are established to offer reasons for the consumer buying behaviors. even though they differ in appearance, a majority of them are arranged in levels such as pre-purchase, purchase and post-purchase (Hoyer and McInnis, 2001; Rayport and Jaworski, 2003).According to SÃ-derlund, 2001, the consumer buying behavior rely on which effort to commitment, attitudes, preferences, intentions and way of identify customers contain. A model of consumer buying behavior has been established by Kotler et al. In 1991 clarified that, as far as the consumer decision procedure model is regarded, customers have to go through five steps before arriving at their final decisions. These five steps consist of need identification, search for data, pre-purchase, and assessment of options and finally, post-purchase behavior. Rayport and Jaworski (2003) suggested a similar model with minor differences concerning the terms used. Blackwell et al. (2006) add that most customer research would first and foremost be based on these seven stages and how different elements influence each stage of customer's decisions, despite the different terms and consolidation of stages.

According to Solomonet al., 2006, stage one is need classification which happens when a person is conscious of a difference connecting their consciousness and the actual satisfaction level. The purchasing process is commenced when people identify their displeased necessities (Levy and Weitz, 1992).

Stage two is the hunt of data. The extent as well as deepness of investigation differ for different consumers and rely on variables like individuality, social class, wages, size of acquisition, earlier period experiences, previous brand perceptions (Moorthy et al., 1997), as well as consumer contentment. As mentioned by Solomonet al. (2006), search of data can more be divided into pre-purchase search and continuing search. Pre-purchase search begins when customers identify a need and therefore look for more data from the market.

Stage three comes to the pre-purchase assessment. In this period, customers give specific notice to the qualities which are most related to their requirements (Kotler et al., 2005). Qualities similar to amount, size, value plus worth are usually employed to decide a brand by consumers. Any alterations in these qualities can have an effect on customer decisions on brand or product options (Blackwell et al., 2006).

Stage four denotes to the acquisition choices made by the customers after assessing the offers from various dealers. As mentioned by Blackwell et al. (2006), there are two stages that contribute to the choice making methods, comprising of the dealer and in-shop choice. Seller choice is made by deciding which dealers to purchase after studying the qualities from the earlier stage while in-shop selection is influenced by the trading abilities of salesperson, image exhibits in the shops and point-of-purchase marketing.

Stage five is the post-purchase stage. In stage five, clientele start using the goods while in stage six, customers calculate the usage procedure. This gives rise to contentment when customers' hopes are advanced than the apparent performance and vice versa (Blackwell et al., 2006).

(Ref: http://www.scribd.com/doc/62745417/6/Models-of-consumer-behavior)

2.12 Summary

This chapter provides a review about the major research and theories regarding the consumer purchasing behavior. Brands are so significant that they are considered 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 important contribution to the brand as equity to the firm. These days, customers are more conscious of the goods they purchase and at the same time, goods are developed in an unparalleled manner. Only by interpretation of the consumer behavior can the goods or brands be developed in a correct way. In this dissertation, whether the brand image would affect the consumers to purchase clothes is to be investigated. It is hoped that by finding out the relationships of brand awareness, perceived quality, brand loyalty and brand association with the consumer purchasing behavior that will provide useful insights for the development of the clothing sector.

CHAPTER 3: RESEARCH METHODOLOGY

3.1 Introduction

This chapter outlines the research methodology, focusing on the description of research design and justification of data. First of all different ways to conduct a research assignment is introduced. This is followed by a description of different scientific approaches. Thereafter, suitable methods that are important for further writing of this thesis are chosen. Further a depiction of the data collection process, how to evaluate the collected data and how to maintain high validity and reliability.

3.2 Research approach

There are three kinds of marketing research; namely exploratory research, conclusive research and performance-monitoring research. Each phase is explained as follows:

3.2.1Exploratory research

The exploratory research is mainly appropriate in the early stage of the choice-making procedure. The main reason is to gather as much information as probable about what the difficulty is. The exploratory approach tries to explain the problem from a complete viewpoint. It is generally the main step in the research course and aspires to increase awareness and data for later on research.

3.2.2 Conclusive research

The conclusive research has a purpose for the research and should be employed when assessing options or testing a hypothesis. There are two categories of conclusive methods;

Descriptive

The descriptive research defines situations that have occurred in the earlier period or descriptions conditions that survive right now. The objective is to explain how it appears without defining why.

Causal

The causal investigation describes how dissimilar aspects influence each-other, from a source cause opinion and describing how features are linked to each other. This approach is utilized when the difficulty explanation is relatively reasoned and the research aim is to collect proof concerning assumptions made relating to current, reason and produce relations.

3.2.3 Performance-monitoring research

Collecting data by performance-monitoring research represents the data is gathered through control and follow-up by the advertising policy. The main resources of information, when performing this investigation, are interviewing observations, participants and secondary data.

3.3 RESEARCH PHILOSOPHY

3.3.1 Positivism

Positivism has origin from experiential and scientific practice. It denotes that facts are helpful, can develop the society and is based on examinations. The positivists considered in a standardized science and that information is developed by a fundamental nature, which is termed the reason-effect relation and the hypothesis, is frequently composed in form of arithmetical formulas. Containing a positivistic approach signifies that the scientists must stay purposeful.

3.3.2 Hermeneutic

Hermeneutic was from the starting a manner of understanding spiritual texts, for the reason that people thought they were factual and the intention was to get to the reality. Later on it was developed to understand all kinds of texts and even individual actions. In our time, the hermeneutic approach is utilized to comprehend and interpret information, which are by now presented. The scientist places the whole problem in relation to the dissimilar parts of the difficulty and attempts in that manner to hunt for understanding. The procedure in the hermeneutic approach is to assess the text in order to understand it and