Dissertation Case study of Levis U.K. (Essay Sample)

An analysis of the impact of branding on the purchase decision of customers - a case study of Levis U.K
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Abstract
The purpose of this study was to analyze the impact of branding on the purchase decision of customers - a case study of Levis U.K. Levis U.K was selected for this analysis because if its declining brand name in the U.K market hence the need to establish possible causes of slipping brand and propose ways of improving its brand in the market. The study reviewed existing literature on research variables mainly branding and branding strategies, consumer purchase decision in fashion industry. This provided adequate secondary information that was used to complement the primary research. This is descriptive research and will gather qualitative and quantitative data from primary and secondary sources. The research targeted a total of 100 respondents comprising 20 marketing employees of Levis and 80 customers from U.K selected using probability sampling to offer relevant information on branding and consumer behaviour of Levis consumers.
The findings of this study has shown that Levis is employing a number of branding strategies to positively influence buying behavior of its customers towards company brands. This practice is followed across the garment and fashion industry and it can be correctly concluded that Levis is following industry best practices in regard to branding. The study recommends that branding managers should target social aspects of consumers because it was found to have significant influence on the purchase of fashion products tan personal and psychological factors. In order to reclaim its brand in the market, the focus by brand management should be consumer focused brand management to deliver brand image to both consumers and the retailers.
Contents
 TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc413935915"
Introduction  PAGEREF _Toc413935915 \h
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The Study Rationale  PAGEREF _Toc413935916 \h
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The Aims and Objectives of the Study  PAGEREF _Toc413935917 \h
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Research Questions  PAGEREF _Toc413935918 \h
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2.0 Literature Review  PAGEREF _Toc413935919 \h
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2.1 Branding Concepts and Theories  PAGEREF _Toc413935920 \h
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Branding Strategies  PAGEREF _Toc413935921 \h
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2.2 Consumer Buying Behavior  PAGEREF _Toc413935922 \h
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Consumer buying decision process  PAGEREF _Toc413935923 \h
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2.3 Effects of branding on consumer Behavior  PAGEREF _Toc413935924 \h
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Conceptual Framework  PAGEREF _Toc413935925 \h
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3.0 Methodology  PAGEREF _Toc413935926 \h
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Research design  PAGEREF _Toc413935927 \h
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Population and Sampling  PAGEREF _Toc413935928 \h
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Data collection tools and method  PAGEREF _Toc413935929 \h
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Data analysis and reporting  PAGEREF _Toc413935930 \h
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Ethical considerations  PAGEREF _Toc413935931 \h
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Chapter four: Results  PAGEREF _Toc413935932 \h
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4.1 Introduction  PAGEREF _Toc413935933 \h
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4.2 Profiles of respondents  PAGEREF _Toc413935934 \h
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4.3 Research objective 1  PAGEREF _Toc413935935 \h
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4.4 Objective 2  PAGEREF _Toc413935936 \h
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4.5 Objective 3  PAGEREF _Toc413935937 \h
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Chapter Five: Analysis and Discussion  PAGEREF _Toc413935938 \h
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5.1 Introduction  PAGEREF _Toc413935939 \h
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5.2 Objective one: Branding strategies  PAGEREF _Toc413935940 \h
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5.3 Objective two: Consumer buying behavior  PAGEREF _Toc413935941 \h
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5.4 Objective three: Impact of branding strategies on consumer purchase decision  PAGEREF _Toc413935942 \h
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Chapter Six: Conclusions and recommendation  PAGEREF _Toc413935943 \h
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6.1 Introduction  PAGEREF _Toc413935944 \h
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6.2 Conclusion  PAGEREF _Toc413935945 \h
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6.3 Recommendations  PAGEREF _Toc413935946 \h
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6.4 Study limitations and evaluation  PAGEREF _Toc413935947 \h
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Reference Lists  PAGEREF _Toc413935948 \h
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1.0 Introduction
A brand is a name, symbol of logo playing a role in the mind of consumers and competes for space in the mind of customers. Once a brand is established in the mind of customers, it becomes indelible and hence a customer identifies themselves with a given brand. Just like human beings, brands are born, nurtured to make them faithful, trusted and satisfying to customers. Strong brands help the organizations to stay afloat during recessions and conquer during economic booms. Branding is a marketing strategy used frequently by marketers to build sound relationship with consumers. This entails learning the needs and interest of customers to offer brands that satisfy mutual aspirations. This is because of the complexity of customers to select product offerings from thousands in the market. Consumers then use their instincts to simplify purchase process and select brands they have pleasant experiences with in the past. Generally consumers develop strong feelings towards the brand when they are exposed to branding process and are eventually influenced to purchase the brands.
Many of the world successful companies have been increasingly using the concept of branding as a strategy to attain differentiation and competitive advantage. With heightened competition in fashion industry and garment industry, companies such as Lewis have resorted to branding to remain competitive in the market. Levis is U.K based companies founded in 1875 best known for its Levis jeans. Initially the company sold jeans to miners because they were made from canvas and tent fabric materials which were very popular during the Gold rush of California. Later in 1980, Levis diversified into a range of garments into suits. The success of Levis is attributable to bright ideas, innovation, enthusiasm and excitement. The challenges are many in fashion industry and the brand of Levi’s slipped significantly in 1990s hence the need for effective management of brand to maintain success in the market. There are also a number of research studies that have been previously conducted on the topic of branding. The research studies have however failed to illustrate how branding affects the consumer purchasing decisions. This implies that there is literature gap on the role that branding plays on the on the purchasing decisions of consumers. This makes it necessary for this research study to provide an analysis of the impact of branding on purchasing decisions of customers in clothing and textile industry.
The Study Rationale
What is the research issue?
The research issue relates to increasing importance of branding and the changing consumer purchase behavior in fashion industry. The consumer purchase decision can be influenced by effective branding strategies. The main study rationale is to provide relevant information that can enable organizations to improve brand management and positively influence consumer purchase decisions towards company brands.
Why is it an issue?
This is an issue due to lack of appropriate branding by Levis to influence the consumer purchase decision like most fashion industries. It is important for any organizations
Why is it an issue now?
The increasing competition in fashion industry and ever changing tastes and preferences of fashion consumers require have impacts on purchase behaviours of consumers. To successfully overcome consumer challenges and win consumers, appropriate branding strategies can be effective marketing tool.
What will the research shed light on?
This research is intended to inform management and marketers of Levis on the most appropriate branding strategies for improving consumer purchase decisions and generate higher sales for the company. It will also assist them understand key factors influencing the purchase decision of consumers in fashion market.
The Aims and Objectives of the Study
Understanding the impact of branding to consumer buying behavior is fundamental to the ed branding and its influence on purchase decision of consumers. The research study has developed three main objectives that can help the researchers to come up with reliable findings. They include:
To identify current branding strategies/types used by Levis U.K to woo customers into buying company products
To determine factors that influence the buying behavior of consumers in fashion industry
To assess the effects of branding on consumer buying behavior in relation to Levis products
To recommend suitable ways to enhance branding strategy in Levis, UK
Research Questions
The following are the research questions that have been developed for the study
What are the current branding strategie...