Impact of Brand Image on Consumer on Clothing Industry Dissertation

Impact of Brand Image on Consumer on Clothing Industry - Dissertation Example lysis 25 3.1 Theoretical Framework 25 3.2 Justification of Research Method 28 3.3 Sampling 31 3.4 Data Analysis 32 Chapter 4: Research Findings and Discussion 34 4.1 Background of the Respondents 35 4.2 Impact of Brand Image on Buying Behaviour 37 4.3 Possible outcomes and Results 42 Chapter 5: Conclusions and Recommendations 43 References 46 Bibliography 50 Appendix 51 Chapter 1: Introduction 1.1Problem Formulation Clothing happens to be one of the necessities along with food and shelter. However, over the years clothing has been a bit more than just a mere necessity to cover body parts. Clothing has become an integral part of the style statement and hence a lot of companies have entered the clothing business making it quite competitive. The clothing business on global basis includes major players as well as small local players. As a result of the rise in competition marketing and research has become extremely important to gain competitive advantage. The market research and analysis in clothing industry is mostly concerned with the study of consumer behaviour patterns in order to indentify personal needs and also to analyze the perception of the consumers towards various stimuli related to the marketing mix in the form of product, price, place and promotion. One of the most popular topics of market research has been the effect or impact of brand image on consumer behaviour. Researchers round the world have tried to analyze factors that mostly influences a buyer of behave in a certain fashion. Researchers have tried to understand whether the customers are willing to pay premium price for branded products; the association of branding and consumer perception towards quality. Being the developed economy that they are countries like U.K., U.S. has seen the presence of the... Clothing happens to be one of the necessities along with food and shelter. However, over the years clothing has been a bit more than just a mere necessity to cover body parts. Clothing has become an integral part of the style statement and hence a lot of companies have entered the clothing business making it quite competitive. The clothing business on global basis includes major players as well as small local players. As a result of the rise in competition marketing and research has become extremely important to gain competitive advantage. The market research and analysis in clothing industry is mostly concerned with the study of consumer behaviour patterns in order to indentify personal needs and also to analyze the perception of the consumers towards various stimuli related to the marketing mix in the form of product, price, place and promotion. One of the most popular topics of market research has been the effect or impact of brand image on consumer behaviour. Researchers round the world have tried to analyze factors that mostly influences a buyer of behave in a certain fashion. Researchers have tried to understand whether the customers are willing to pay premium price for branded products; the association of branding and consumer perception towards quality. Being the developed economy that they are countries like U.K., U.S. has seen the presence of the plethora of major brands like fast fashion retailers like Zara, H&M, top-shop; major sports cum fashion apparel brands like Addias, Puma, Nike, Fila, Fcuk, etc.