Branding is the vital part of company’s modern marketing as well as is turn out to be a significant tool for influencing customers buying decision. This refers to the formation of design, name, symbols and various other features that differentiate a firm and its products from competitors at marketplace. Branding assists in forming a strong brand image in the mind of customers especially within fashion industry (Haralayya, 2021). The present study will discuss on Marks and Spencer (M&S) which is a leading fashion company that deals in latest style clothing and accessories with a great value that positively impact customer buying decision (Marks & Spencer, 2023). M&S communicates their vision, mission and values that help them to attract large number of customers and increase brand loyalty.
Branding also helps the company in maintaining a sense of reliability as well as trust in the minds of their clients. M&S offers high quality and fashionable products to its customers that allows firm to charge premium prices because of better quality. Another significant role of branding is to distinguish a firm and its products or services from competitors. This uniqueness is accomplished through the formation of attractive brand recognition that sets a firm and its products unique from other companies dealing with similar kind of products and services. In this regard, proposal will shed light on the extent to which buying decision of the customers influenced from branding strategies undertaken by M&S.
Rationale of the study
The rationale behind conducting current study is to analyze how efficient branding plays a vital role in enhancing customer’s attitude and perception towards the firm. On the other hand, companies that are linked with negative elements such as poor customer services, low quality are less probable to attract customers. Branding also put influence on customer behavior by offering a sense of commitment as well as loyalty (Pradita and Sitio, 2020). Companies that have better emotional relationship with customers can offer a sense of belonging to loyal consumers globally. There are various factors that have major impact on customer buying decisions. Personal factor are identified by customer’s opinions on the basis of race, age, gender and many other elements. Social factors include customers’ friends and family that influence their buying behavior. Psychological factors signify by customer’s response within marketing communication such as attitudes and perception.
Research questions
Q.1 What is the concept of branding and its significance?
Q.2 What strategies are implemented by Marks & Spencer on branding to influence customer buying decisions?
Q.3 How does branding impact customer buying behaviour?
Q.4 What challenges are faced by Marks & Spencer in influencing customer buying decisions?
Literature Review
Concept of branding and its significance
In accordance with the views of Annissa and Paramita, (2021) branding includes implementing as well as developing various identifiable elements that help companies to associate them with customer needs and demands. Branding enhances the identity of products & services in the mind of customers which helps company in gaining competitive advantages. Branding is the procedure of developing, researching and applying unique features that assist customers to relate with products & services. This assists fashion industry in effective communication and places a positive impact in the mind of its target audience.
According to Mappesona et al, (2020) branding is special component that helps companies to differentiate them from competitors. When target customers recognize as well as trust brand they feel more comfortable in selecting products. The major significance of branding is its capability to form customer loyalty. On the critical note, Bahari et al, (2020) said that branding is a time consuming and costly process. This includes huge investment on resources such as advertising, design and creating brand awareness within the market.
Asdi and Putra (2020) presented the fact that within a crowded global market many similar companies exist with similar products. In this case branding assist firms to stand out and differentiate them from competitive firms. Nevertheless, Nazelina et al, (2020) argued that companies within fashion industry need to assign a significant budget for branding programs that can be very challenging for companies with limited resources.
Strategies implemented by fashion industry on branding to influence customer buying decisions.
Ilham et al, (2020) ascertained the fact that it is essential for the companies to adapt various strategies within fashion industry to stay updated and meet the ever changing demands of customers. In the current times, customers are more empowered to select products that connect with their own values that make companies more responsible for taking decisions. In the framework of fashion industry, diversity entails incorporating an extensive range of customers that poses uniqueness such as skin, age, ethnicity, body shape and sexual orientation. Companies are adopting celebrity endorsement within their branding strategy by using famous celebrities to endorse and promote their products. On the other hand, Hasan and Sohail, (2021) argued that celebrities involved within scandals can have negative impact on brand reputation. Thus, at the time of drafting strategies one need to keep in mind such aspect. Ali et al, (2021) described firms with fashion industry are also implementing storytelling strategy that is the process of offering a series of plot points to maintain an emotional connection among target audience and company. Companies are marketing real life stories that are more authentic and help the customers to connect with company’s values and goals.
Impact of branding on customer buying behavior
Wahyuni and Praninta (2021) ascertained the fact that an efficient branding strategy assists fashion companies to create strong brand recognition and foster emotional connection with its target audience. Clients that connect with a company are more likely to be brand loyal as well as make repeats buying without considering costs and other factors. For instance, brand like Marks and Spencer have a committed client base that repeatedly selects their products. A better brand reflects the advantages and unique selling points of the goods. Companies by good branding can communicate their worth as well as set them apart from similar firms. Omar and Atteya (2020) assessed that brand recognition majorly impact customer buying decision that allows consumers to try latest products from the company they are familiar with. This allows them to happily pay premium prices for the brand they trust. On the critical note, Nayak and Singh (2021) said that negative brand image hamper the attainment of new customers and also have a negative perception on previous loyal customers towards the brand.
Challenges faced by companies in influencing customer buying decision
Ilham et al, (2020) identified in their study that major challenge faced by fashion industry is changing customer preferences that considerably affect the supply and demand of products and also impact on brand image. The companies should understand the buying behavior of customers and should stay updated with market trends. Within today’s highly competitive market, creating a strong brand has become challenging for companies. The major challenge faced by companies is lack of brand differentiation that leads to fail in attracting customers. Poor brand awareness and differentiation can lead to lower client engagement as well as reduction in market penetration. Asdi and Putra, (2020) defined the major shift in e-commerce has raise competition in the market. There are many companies facing strong competition in influencing customer attention to buy their products. This is a major challenge for companies to differentiate them in the global e-commerce market. However, Annissa and Paramita (2021) defined that companies by focusing on innovation, creativity and strategic planning can thrive the brand image to attract large number of customer. The companies by investing on research and development can analyze the market trends within fashion industry and retain customers for a long period of time.
Aims And Objectives
Aim:
The aim of the study is to explore the impact of branding on customer buying decisions within UK based Marks & Spencer Fashion Company.
Objectives:
To assess the concept of branding and its significance
To evaluate branding strategies implemented by Marks & Spencer.
To examine how branding impact on the buying behaviour of M&S customers.
To identify challenges faced by Marks & Spencer in influencing customer buying decisions
To recommend strategies to improve negative impact of branding on customer purchasing decisions.
Research Methodology
Research type
Research type is the methods of conducting research. There are mainly two types of research that is qualitative and quantitative. For the present study on impact of branding on customer buying behavior qualitative methods will be chosen. Qualitative research includes analyzing and collection of non-numerical data to evaluate opinions and concepts for the research.
Research approach
Research approach is a process chosen by the researcher to analyze, collect and interpret the information (Pandey and Pandey, 2021). For the current study inductive research will be selected to gain deeper insight of the qualitative data. Inductive research approach is a technique used to develop generalization and theories on the basis of specific data. This starts with data gathering as well as identifying patterns to create new hypothesis. This method facilitates the flexibility and sustains the formation of new theory.
Research philosophy
Research philosophy is the conviction that the data should be collected, gathered and analyzed. There are generally two types of research philosophy such as interpretivism and positivism. For the current study interpretivism philosophy will be selected to analyze the influence of customer buying decision through branding within UK fashion industry. This method produces high validity data by focusing on personal opinions and motivations. Interpretivism technique provides complex research that can be analyzed in a lot of detail. This also facilitates the researcher to change the objective of the study with new opinions or perspectives.
Data collection
Data collection is the procedure of measuring, collecting and analyzing the data with more accuracy. There are two types of data gathering strategies which include primary and secondary. For the present study, the researcher will use both primary as well as secondary data to get in-depth knowledge of the information collected (Newman and Gough, 2020). Primary data will be gathered using survey by selecting customers of Marks and Spencer. Surveys helps in gathering information from large group and have the accessibility of validate models. On the other hand, secondary data will be gathered through books, journals, print media and various other channels. This saves lots of time of researcher as the data is already collected.
Sampling
Sampling the selection of subset that researcher will gather data from. For the present research simple random sampling will be used for selecting 40 customers of M&S to gather information by identifying their views on branding and to analyze their buying experience.
Data analysis
Data analysis is the procedure of cleansing, transforming, inspecting and modelling information with the objective of analysing useful data to support decision making. Analysis can be done through thematic analysis and SPSS. For the present research, thematic analysis will be selected (Nayak and Singh, 2021). Thematic perception test technique will be used for evaluating qualitative data that is derived through patterns and themes. This facilitates and enables researcher to explore and discover new perspective of the data.
Research Ethics
Research ethics includes the application of ethical principles within the study to show respect towards participants and others involved within the research. Informed consent will be taken by researcher from the participants involved to make sure that they have information on the objective of the study. Researcher will maintain the confidentiality and anonymity within the research by keeping records of participants secured by using passwords and encryption. The study will be conducted through considering participants safety and making sure that no harm is provided while cautiously collecting data. Researcher will safeguard the information while collecting secondary data.
Timescale And Resources
Activities
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
Week 9
Preparation of the research
Research plan
Approach and methodology
Data collection
Analysis of data
Recommendation and documentation
Final draft submission
Plans To Reflect And Demonstrate ‘good Researcher’ Practice
As a researcher I have respected the privacy and kept their private data very confidential. I am maintained honesty in reporting data, methods and procedures as well as publication status. My research objective is clearly aligned with specific problem that I have identified. This drives the needs for conducting study and bridge gap that my research is indented to focus on. My research questions are aligned with objectives. I have ensured suitable methods that will help me accomplish the research objectives. I will gather data through survey while maintain privacy and confidentiality of the participants involved within the research. I will protect the sensitive information of the participants to avoid any negative impact.
Struggling with Studies? Let Our Assignment Help Take Over
When academic pressure piles up, we're here to ease the burden. Our Assignment Help service covers a wide range of subjects and assignment types—from short essays to extensive dissertations. If you’re unsure where to start, our experienced writers will guide you through the process, helping you understand complex concepts and providing you with top-quality work. Every assignment is thoroughly researched, clearly structured, and plagiarism-free, ensuring you gain both academic success and a better grasp of the subject matter.
References
Books and Journals
Ali, H., Zainal, V.R. and Ilhamalimy, R.R., 2021. Determination of Purchase Decisions and Customer Satisfaction: Analysis of Brand Image and Service Quality (Review Literature of Marketing Management). Dinasti International Journal of Digital Business Management, 3(1), pp.141-153.
Annissa, A.N. and Paramita, E.L., 2021, May. Brand promotion: The effects of celebrity endorsement and brand image on consumer buying decision. In International Conference on Technology and Business Management (Vol. 417, p. 423).
Asdi, A. and Putra, A.H.P.K., 2020. The effect of marketing mix (4P) on buying decision: Empirical study on brand of Samsung smartphone product. Point Of View Research Management, 1(4), pp.121-130.
Bahari, A.F., Basalamah, J., Murfat, M.Z., Hasan, A. and Basalamah, A., 2020. Customer value, brand image and promotion; analysis of purchasing decisions (Case of silk fabrication). International Journal of Scientific and Technology Research, 9(3), pp.6382-6386.
Haralayya, B., 2021. Effect of Branding on Consumer Buying Behaviour at Vijay Bharat Motors Pvt Ltd, Bidar. Iconic Research And Engineering Journals, 4(12), pp.207-222.
Hasan, M. and Sohail, M.S., 2021. The influence of social media marketing on consumers’ purchase decision: investigating the effects of local and nonlocal brands. Journal of International Consumer Marketing, 33(3), pp.350-367.
Ilham, A.I., Hartono, S. and Handiman, U.T., 2020. The Influence of Product Quality, Price and Brand Image On Customer Satisfaction Through Purchasing Decisions (Case: Hansaplast Koyo in Tangerang). International Journal of Business Marketing and Management (IJBMM), 5(2), pp.23-32.
Mappesona, H., Ikhsani, K. and Ali, H., 2020. Customer purchase decision model, supply chain management and customer satisfaction: Product quality and promotion analysis. International Journal of Supply Chain Management, 9(1), pp.592-600.
Nayak, J.K. and Singh, P., 2021. Fundamentals of research methodology problems and prospects. SSDN Publishers & Distributors.
Nazelina, M., Novitasari, D., Fikri, M.A.A. and Asbari, M., 2020. The effect of brand image, price and service quality on consumer decisions using delivery services. Journal of Industrial Engineering & Management Research, 1(3), pp.135-147.
Newman, M. and Gough, D., 2020. Systematic reviews in educational research: Methodology, perspectives and application. Systematic reviews in educational research: Methodology, perspectives and application, pp.3-22.
Omar, A.M. and Atteya, N., 2020. The impact of digital marketing on consumer buying decision process in the Egyptian market. International Journal of Business and Management, 15(7), pp.120-132.
Pandey, P. and Pandey, M.M., 2021. Research methodology tools and techniques. Bridge Center.
Pradita, S.O. and Sitio, A., 2020. the Impact of Brand Image and Service Quality on Buying Decisions and Its Implication on Consumer Satisfaction (Case Study At Pt Imi). Dinasti International Journal of Digital Business Management, 1(3), pp.394-408.
Wahyuni, S. and Praninta, A., 2021. The influence of brand equity and service quality on purchase decisions on Garuda Indonesia airline services. Research Horizon, 1(1), pp.28-38.
Online
Marks & Spencer. 2023. Online. Available through. :<https://www.marksandspencer.in/help>
