The significance of marketing strategies in advertising and making brands sustainable
In the present century, it can be seen that the companies need to take up proper strategies in marketing so that it can result in advertising their brands in a proper manner. It will also result in the brand being sustainable in the competitive market. The consumers in the recent times purchases the products and services from the particular brands in a continuous manner, if it helps in satisfying their needs and demands. Most of the companies that are surviving in the market are due to the amount of information that is being transferred to the consumers regarding the products that will help in making the purchases (Lyonski and Durvasula 2013). The information about the products that are available in the market will also help the companies in building a better relationship with the customers. The different marketing activities that are taken up by the companies will help in stimulating the customers in purchasing the respective brands from the market. This will result in the increment of the sale of the products of the brand so that the brand equity of the company can be increased as well (Hutter et al. 2013).
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The studies that were conducted has shown that the brand equity can be measured through the viewpoint of the company as well as the customers. Most of the researcher are of the opinion that this belief is more of a subjective perception so that the level of satisfaction can be assessed along with the important role that the brand of the company plays on the brand equity. The decisions that are taken by the consumption in consuming the brands are dependent on the features and the attributes that are present in the products, which helps them in understanding the brand image in a better manner (Solomon et al. 2014).
According to Huang and Sarigollu (2014), the recent changes in the life style of the consumers have created an impact on the view and processing of the information regarding the brand image so that it can act as an important factor in taking the decisions regarding the purchasing of the product. Singh (2013) was of the view that it has been seen that most of the researchers have viewed the brand equity that can be assessed in relation to the market share that the products have in the market. The financial and the non-financial performances of the company are the important factors that help in evaluating the brand equity.
The role of information in building better customer relationships
Epstein and Buhovac (2014) were of the view that the companies in the recent environment has been appointing separate managers so that it can enable them in building up the image of the company in the market. The role of the managers is that they play an intermediary part between the image of the company and the customers so that it can persuade the consumers in purchasing the products. The level of competition that is present in the market allows the consumers in gaining full liberty so that they can gather the information of the particular products and services before they can make the final purchase. Vigneron and Johnson (2017) stated that the company also takes up different promotional activities so that it can help them in associating with the customers and allow them in gaining a better information regarding the attributes and features that are present within the brand. This helps the companies in increasing the level of attraction of the customers towards the company.
Hutchinson Global Communications Limited is a company based in Hong Kong and is an internet service provider company. The company is a conglomeration of CK Hutchison Holdings, which is also located in the same province. It was one of the primary investors in fibre-optic networks in Hong Kong so that it can provide efficient services to the customers. In the year 2003, it was seen that there was a deregulation in the telecommunication market that was present in Hong Kong and one of the major competitor of the company was PCCW that was owned by Richard Li, younger son of Hutchinson Whampoa chairman Li Ka-Shing. This led to many problems within the internal affairs of the company, as the competitor was within the family that escalated the issue to a great extent.
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According to Singh (2013), it was seen that most of the products that were being offered by the company to the people were being rejected, which had affected the image of the brand to a great extent. This has also affected the operations of the company on an international basis as well. The company had been performing well in the past years with respect to the services that they were providing. But in the recent times, it can be seen that the global image of the company has also fallen due to the high price of the services, which has resulted in the shift of the customers towards other brands.
Measurement of brand equity from the perspective of the company and customers
The main objective of the research will be as follows:
- To understand the impact of branding on the process of decision-making of the customers with respect to telecommunication industry in Ghana
- To understand the correlation between the purchases and the perception of the brand within the consumers
- To evaluate the impact that brand name creates on the purchase decision of the consumers
The research will be based on the following questions:
- What is the impact of branding on the decision-making process of the consumers?
- What is the correlation between the purchase and the brand perception among the consumers?
- What impact does brand name create on the purchase decision of the consumers?
The process of research will be based on the following hypothesis:
H0– The decision-making process of the consumers do not have an impact on the branding of the company
H1– The decision-making process of the consumers have an impact on the branding of the company
The research that has been conducted has helped the company in finding out the loopholes that are present in the organization, which affects the decision making capacity of the consumers. The study on the decisions that needs to be done by the consumers will help the company in getting a better knowledge regarding the problems that are present so that it can be solved, which will result in generating better rate of returns for the company. The study has laid emphasis on the different perspectives of the brand that will have an effect on the decision making behaviour of the consumers so that the products and services can be rejuvenated in the market in a positive manner. The consumers in the Greater Accra region of Ghana are facing serious concerns in purchasing the products due to the increase in the level of prices, which has helped the rival firms in gaining a competitive advantage. The loyal customers are switching to the new services that are available cheaply due to the low economy, which has resulted in low purchasing power in the hands of the common people.
The image of the brand is known as the vision that the customers have regarding a particular company regarding the products that are being delivered by the company. It helps in associating the vision of the customers in a collective manner regarding the minds of the customers who are interested in the product. The customers have a set of beliefs regarding the products that are being delivered by certain brands, as it helps in increasing the level of satisfaction among them (Rezaei 2015). The perception of the consumers need to be taken in to account so that it can result in increasing the level of profits of the company by increasing the sales of the products. The image of a particular brand needs to take in to account the emotional value that the customers have with respect to the products so that it can persuade them in purchasing the products (Karimi, Papamichail and Holland 2015). It also helps in developing the character of the organization. The collection of the observation and the contacts of the people helps the organization in an external manner so that it can increase its sales in the market. The elements that help in deriving the image of the brand is the use of the logo along with the slogan that is set by the organization so that it can help in implementing a positive image in the minds of the customers (Rezaei 2015).
The impact of lifestyle changes on processing brand image
The image that is developed by the brands in the market results in creating an overall impression on the minds of the customers so that they can associate with the brand whenever they see it in the market. It is very important that the image of the brand has to be positive, instant in nature and unique in design so that the customers can be able to associate it whenever they see it in the market. The companies also need to understand the needs and preferences of the customers so that it can help in creating the image in a positive way within the market (Maity and Dass 2014).
The use of brand image in a proper manner helps the companies in getting many benefits such as the functional benefit, which helps in assuring that they can provide better service in the market to the customers. Secondly the emotional benefits can help in measuring the feelings of the customers that makes them feel better by using the product and lastly the rational benefit that will help the customers in believing the products that are provided by the customers (Tuskej, Golob and Podnar 2013). The image of the brand is formed automatically in the market due to the level of satisfaction that the customers achieving after using the products. It helps the companies in gaining a competitive advantage in the market, as most of the customers will prefer using the products rather than switching to a new brand. It can be seen that Hutchinson Company has not been able to capitalize its brand image in the Ghanaian market, which has resulted in its sales to plummet to a great extent (Vigneron and Johnson 2017).
It is a set of mental and functional associations that the brand creates with the customers. The association allows the brands to take in to consideration the needs of the customers so that it can result in increasing the sales of the product in the market. The identity of the brand allows in setting the goals in a strategical manner so that the image of the brand can stay in the minds of the customers for a long period of time (Akdeniz, Calantone and Voorhees 2013). Most of the corporate brands that are present tries to increase the perception of the company within the stakeholders so that it can help in increasing the reputation of the company among the public. It is also a unique set of brand associations that helps in maintaining its core and extended identity towards the customers. The identity that helps in establishing the core products of the company allows the company in remaining constant when they try to explore a new market with the same products. The extended identity is a meaningful and cohesive set that allows in improving the texture of the brand so that it can completely cover the personality of the customers and increase its association with them as well (Tuskej, Golob and Podnar 2013).
The significance of financial and non-financial performances
The extensive competition that is present in the market may affect the personality and the reputation of the company, which may hamper the sale of the products in the market. This needs to be increased with the help of strong identity of the brand in the market. The strong identity of the brand by the companies may result in developing the trust of the customers among the customers by linking the attributes that are present in the product and proper communication. The use of better level of communication by the company with the customers will help in providing better knowledge to the customers so that it can increase its presence in the market (Brodie et al. 2013).
The identity of the brand allows the company in associating the customers with the strategies that it has taken up in the market for the improvement of the products. It also allows the companies in building up a better level of relationship with the customers so that it can increase the level of benefit amongst them. The major principles based on which the brand identity of a company works are the benefit and expectations of the consumers need to be reflected in the brand along with the reaction to the changes when the level of understanding regarding the brands decreases in the market (Pescher, Reichhart and Spann 2014). The identity of the brand needs to be analysed so that it can result in understanding the problems that are present in the product, which needs to be resolved so that the level of sales in the market can be increased to a great extent. Hutchinson has not been able to understand the needs of the customers, which has affected their brand in the market and is not being identified in a proper way among the customers (Brodie et al. 2013).
The image of the brand plays an important role in determining the behaviour of the consumers towards the particular products. It can be seen that the consumers are mostly fond of the products that will help them in providing maximum satisfaction. The increase in the brand image will also help the company in gaining a competitive advantage in the market so that the level of profits for the company can increase. The behaviour of the consumers are mostly dependent on the advertisements and other promotional strategies that are taken up by the companies so that the image of the brand can be increased in the market (Cantallops and Salvi 2014). The image of the brand that is provided to the consumers helps them in gathering the perceptions that are related with the brand as well. Most of the customers have their own perception regarding the image of the company so that it can help them in associating with the company and their products in a better manner. The visible actions that are taken up the companies will also result in increasing the marketing campaign of the company in the market regarding the quality of the product that is being delivered by the company. The image of the brand that is present in the market will also provide an advantage and favourable conditions to the company so that they can target the customers in a proper manner. The behaviour of the consumers are affected mostly through the positive impact that the brand creates by satisfying their needs and demands within the price that the customers feel feasible (Hana and Hwang 2013).
Appointment of managers in building brand image
It is important for the brands to understand the attitude of the consumers so that it can help in increasing the sale of products in the market. The behaviour of the customers need to be evaluated in a proper way so that it can help the companies in developing the image of the brand in a positive manner. This will result in increasing the sale of the products in the market, which will in turn increase the level of profits in the market as well. The image of the brand will be positive in nature when the companies increase their campaigns in the markets so that it will help in creating a lasting impression on the minds of the customers (East, Uncles and Lomax 2014).
The ‘Consumer-based Brand Equity’ (CBBE) model was developed by Keller so that it can result in result in increasing the equity of the brand. The equity of the brand has to be built by understanding the needs of the customers so that the strategies can be implemented in a proper manner (Cantallops and Salvi 2014).
The first level is called brand identity, which helps in distinguishing between the various brands that are present in the market. This is the level where the customers are unaware of the products, which help the companies in providing better knowledge regarding the attributes that are present in the product (East, Uncles and Lomax 2014).
The second level of the pyramid is known as brand meaning, which helps the customers in gaining better knowledge regarding the company and the products with which they deal in the market. This will allow the company in providing better level of service to the customers, as the information that is provided by the company will result in increasing the sale of the products (Wen et al. 2014).
The third level of the pyramid is the response of the brand, which is based on the expectations of the purchase regarding the brand that is available in the market. If the expectation of the customers regarding the particular brand is positive, it will help in increasing the purchase of the brand that is provided by the company. The increase in the level of expectation among the customers also creates word of mouth among them, which increases the loyalty of the brand as well. There has to be a balance between the feelings and judgment of the customers regarding the brand that will help in building up the brand equity (Han and Hwang 2013).
The role of promotional activities in increasing customer attraction
The fourth level in the model is known as brand resonance, which is the highest form that the brands can achieve in the market. This stage is where the customers are reluctant in switching over to any other brands and will try to purchase the same product irrespective of the price. This takes place among the customers due to their behaviour and attitudes towards respective products that are being given by the companies (Cantallops and Salvi 2014).
The level of satisfaction among the customers depends on the evaluation of the experience that the customers have regarding the purchasing of specific products from the company. The level of satisfaction among the customers also depends on the performance and expectation regarding the disconfirmation of the product. The level of satisfaction among the customers will increase when the expectation of the product will increase in the market. Similarly, there will be decrease in the expectation level of the customers if the product does not reach the level of satisfaction among the customers (Kumar and Raju 2013). The performance of the product helps in determining the image of the brand so that it can help the company in finding out the difference between the customers who are using the brand and the non-users of the product (Culiberg and Bajde 2013).
The services and the activities regarding selling the product in the market are the basic factors that help in determining the behaviour of the customers towards the product. The level of satisfaction among the customers is also impacted in a direct manner due to the services that the companies provide regarding the brands. Another major factor that affects the brands of the companies is the loyalty among the customers (San Yap and Yazdanifard 2014). The customers are more loyal towards the brands that will help them in increasing the level of satisfaction, as they will be of the knowledge that it helps them in meeting their needs and preferences. It can be defined as the repeated purchases that are done by the customers so that they can meet their demands in a positive way through the products of the company. The increase in the loyalty of the brand among the customers result in increasing the level of satisfaction among them as well (Culiberg and Bajde 2013).
The image of the brand also needs to be positive so that it can help in influencing the customers in being attracted towards the product. The companies need to study the dynamics of the market so that it can result in increasing their knowledge regarding the needs and demands that are present. This will result in increasing the attraction of the products in the market, as the image of the brand will be built in a positive manner. In most of the cases, it can be seen that the factor of price plays an important role in determining the behaviour of the customers towards the image of the brand. With respect to Hutchinson, it can be seen that the attitude of the customers have changed due to the decrease in the image of the brand (Kirchler et al. 2013).
Introduction to Hutchinson Global Communications Limited
The consumers are of the perception that the quality provided by the brand provides information to them so that it can help them in being associated with the products. The perception among the customers regarding the quality of the product also depend on the extrinsic or the intrinsic nature of the brand that is offered by the companies. The intrinsic options allow the customers in making the decision regarding the decisions that they take are rational in nature (Severi and Ling 2013). The difference in the perceived quality among the brands are the factors that help in contributing towards the differences of the perception of the customers. The extrinsic factors that are present in the brand acts as an indicator for the quality of the brand as well. The measurement of the quality of the brand is done through the price of the product along with the image of the product in the market. The value that is perceived by the consumers allows them in reflecting on the price that is set by the company. The lower price set by the companies allows the customers in being involved with the company at a higher level, which helps in evaluating the quality of the brand provided by the company (Maity and Dass 2014).
The loyalty of the customers is the purchase that they do on a repeated manner from the same company due to the fact that the level of satisfaction on consuming the product increases among them. It is a behaviour that is functional in nature, as the attitudes of the consumers need to be taken in to account so that it helps in increasing the level of satisfaction among them. It mainly takes place when the brand of the company offers the products with the correct features ensuring that the quality is also maintained in the market. This helps in making the customers loyal towards the company (Betsch and Haberstroh 2014).
The name of the brand plays an important role in determining the level of attraction of the customers towards the products. It helps the company in increasing the level of sales so that their profitability level can be increased in the market as well. The name of the brand plays an important role so that it can help the consumers in being attracted towards the products. The use of proper brand names will help the customers in getting associated with the company once they hear the name of the brand (Akdeniz, Calantone and Voorhees 2013). It will help the customers in associating the products that are provided by the brand and assess the benefits that they get out of it. It will also help the customers in remembering and understanding the usage of the product so that they do not have to waste time in gaining knowledge about the product. The expansion of the brand name among the customers will also enable them in understanding the use of the other products that are provided by the company. This will enable the company in providing better knowledge regarding all the products that are being manufactured by them. Most of the companies try to increase its business and expand internationally, where the name of the brands will be provided in different languages. It will be easy for the consumers to associate the name of the brand by looking at the logo of the company. This will also result in the brand to expand on an international level as well (Betsch and Haberstroh 2014).
Issues faced by Hutchinson Global Communications Limited
The behaviour of the consumers can be defined as the process where the individuals can decide the type of products or services that they want to purchase from a particular location. It also encompasses how the product or the service may benefit them in the future once they start using it. It is also the process where the products need to be consumed by the customers so that they can have a better level of experience with respect to that particular item (Cantallops and Salvi 2014).
The consumers can be divided in to two parts such as organizational and personal consumers. The personal consumers are the ones who purchase the product for the final consumption whereas the organizational consumers are the ones who purchase the products that will enable them in running an organization. An example of this would be the raw materials that are used in a company. The behaviour of the consumers are through there processes where the first stage is the pre-purchase mode, after which the purchase is made and lastly the post-purchase behaviour of the consumers regarding the product or the service (Rezaei 2015).
There are many factors based on which the behaviour of consumers are determined. The variable of culture is based on a particular set of values and beliefs that affects the behaviour of the consumers to a great extent. This is due to the fact that the consumers are raised within a certain boundary and their decision to purchase the products may also revolve around it. The status of the consumers within the society is also an important factor based on which they will increase their purchasing behaviour (Tuskej, Golob and Podnar 2013).
Perception is yet another factor where the individual may interpret their stimuli so that they can purchase the product. The perception of the consumers regarding a particular product may result in increasing or decreasing their demand of the product. The recognition and selection of the right products based on the perception among the customers may result in increasing their behaviour towards the factor of purchasing. Another factor is the motivation that is present among the consumers regarding the products that they want to purchase from a particular brand available in the market (Epstein and Buhovac 2014). Motivation acts as an internal drive among the customers that will lead them to purchase the product or service from the market. The factor of motivation provides the urge to the customers in purchasing the particular products from the market so that it can help in satisfying their needs and demands. Most of these factors are missing among the customers regarding the products or the services that are being offered by Hutchinson Company in the market due to the lack of promotional strategies that are being taken up the company (Rezaei 2015).
Objectives of the research
The buying behaviour that is complex in nature deals with the decision where the process is complex in nature regarding the factor of purchasing the product. The involvement of the customers is high, which suggests that the products are risky and expensive and is not purchased on a frequent manner. The buyers do not purchase the products on the spot and undergoes a detailed process through which they will examine the product. This suggests that most of the consumers take time so that they get a better idea regarding the product that they want to purchase from the market (Singh 2013). The behaviour of the buyers get complex due to the long procedure that they undertake in understanding the requirement of the product, as it involves a higher amount to be spent for the product or the service. The purchase that is made by the consumers are done in an infrequent manner, as they they take up a longer period of time in making another purchase of the same product (Severi and Ling 2013).
The buyers are of the opinion that the risk factor is very high due to the price of the product and if the commodity does not fulfil the expectation of the customers, then it may lead to a loss. The marketers need to be responsible regarding the process of buying among the consumers by enabling them to gather the information that is necessary regarding the product (Maity and Dass 2014).
This behaviour is developed in different stages where the first stage includes the development of belief regarding the product among the customers. The second stage is where the attitude of the customers need to be convincing so that it can result in making a proper choice of the product. The belief on the particular product can only be developed among the customers by reviewing the alternatives that are present so that the comparison can be done before the purchase is finalised. In the case of Hutchinson, it can be seen that the products and services that are offered to the consumers are at a higher cost, which has affected the decision of the consumers in purchasing the product (Karimi, Papamichail and Holland 2015).
The process of making the decision by the consumers requires various stages that needs to be fulfilled so that it can help in purchasing the best alternatives that are available in the market. The consumers need to follow different stages so that they can purchase the goods in a proper manner (Rezaei 2015).
Research questions and hypothesis
The first stage is known as the recognition of the problem, which needs to be done by the consumers. The problem that is being faced by the consumers need to be understood so that the best product can be identified that is available in the market. This will allow the customers in understanding the level of discomfort that they are facing so that they can purchase the correct product. In this stage it is important for the consumer in building the awareness regarding the brand that they will be purchasing so that it can help in satisfying their need (Vigneron and Ling 2017).
The second stage is where the consumers will be searching for the relevant information so that it can enable them in understanding the solutions that are present for their problems. The decision to purchase the product depends mainly on this stage, as the longer time that will be taken by the consumers to gather information regarding the products, the longer it will take them in purchasing the product. The information that will be gathered by the consumers regarding the product will help them in understanding the attributes that they will be likely finding it in the product, which may increase their level of satisfaction after using it (Epstein and Buhovac 2014).
The third stage is the evaluation of the alternative products that are available in the market. In this stage, the consumers find various alternative products that are present in the market and that are similar to the product that the consumer wants to purchase. It helps the consumer in evaluating the various price ranges that are available for the product along with the advantages that are present so that it can help in purchasing the product that is relatively low in price. The consumers will be attracted to the products that will be have a lower rate and provide the maximum level of satisfaction so that it can result in increasing the level of satisfaction in the market (Karimi, Papamichail and Holland 2015).
The fourth stage is where the consumer makes the final purchase of the product after the viable alternatives are evaluated properly. This purchase will allow the customer in satisfying their demands within the preferred price range. The final stage is where the product needs to be evaluated after it has been purchased. This will help the customers in providing proper feedback regarding the product so that it can help the company in understanding the loopholes that are present in the product, which needs to be covered (Tuskej, Golob abd Podnar 2013).
Loopholes in the organization affecting decision-making capacity of consumers
This chapter will help in providing a better result of the process that will be undertaken by the researcher in progressing with the process of research. The methodological tools that will be used in the research process will be explained in a detailed manner in this chapter. It will help the researcher in moving forward with the research process in a better way so that the collection of the literature will be relevant to the topic that has been taken up (Mackey and Gass 2015). The methodology will help the researcher in getting a better outcome of the aims and objectives that has been taken up in the process of research, as the valid methods will be used for the research. The use of the correct approaches, designs and philosophies will result in collecting the data in a proper manner so that the analysis can be done, which will help in providing better quality of outcome (Taylor, Bogdan and DeVault 2015).
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Methodological tool
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Selected methodological tool
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Research Design
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Descriptive
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Research Philosophy
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Positivism
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Research Approach
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Deductive
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Sampling Technique
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Random probability sampling technique
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Sample Size
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100
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Data Collection process
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Survey
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Data Analysis process
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SPSS
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Research Outline
The above table shows the tools that will be taken up by the researcher for the research process to be done in a better manner. The philosophy that will be used will be known as positivism and along with descriptive design. The researcher will be using the deductive approach so that the surveys can be analyzed in a proper way. The justification of the research tools that will be taken up for the research will be discussed further in the research plan.
The philosophies that are commonly used in the research process are interpretivism, positivism and pragmatism. The philosophy known as interpretivism provides an opportunity to the researcher to consider the various viewpoints and the opinions of the people with respect to the topic that has been taken for the research (Glesne 2015). This philosophy helps in taking in to consideration the different opinions and the mindsets of the people regarding the topic along with proper methods of justification. The researcher will be able to get a wider idea regarding the topic of the research, as the observations mainly focus on the nature of the individuals. The positivism philosophy on the other hand is based on the observations, which can be quantified and help the research to be done in a scientific manner (Brinkmann 2014). This type of philosophy helps in conducting the scientific testing so that the data can be validated and verified as well. The philosophy that is pragmatic in nature is based on the interpretivism and the positivism philosophies respectively. This results in using the observations that are meaningful and quantify it as well through this method (Flick 2015).
Elements that help in deriving the image of the brand
The positivism philosophy will be taken up by the researcher for the research process, which will help the researcher in assessing the aims and objectives that are present in the research process. The use of scientific approach will help in gathering the knowledge that are based on facts so that the outcome of the research can be done in a better manner. The researcher will be using the scientific and statistical tools to analyze the data so that the opinions and the point of views of the individuals can be taken in to account within the research process.
The deductive and the inductive approach are the two most common form of approaches that are taken up in the process of research. The inductive approach is a set of tools that are used for the purpose of methodology that will provide new patterns and observations along with the observations that the researcher will take in to account. This will result in putting more emphasis on developing the theories and concepts that will help in conducting the research process in a better manner (Silverman 2016). This will result to shift the focus of the researcher towards the meaningful observations so that the analysis can be conducted properly. This may result in hampering the quality of the research due to the focus that the researcher needs to give on the questions so that the phenomenon and the feature linked with the aims and objectives of the study can be described in a proper manner. The deductive approach on the other hand will help in taking in to account the theories and the models that are relevant to the topic of the research (Bauman, Cross and Walker 2013). This approach will help the researcher in considering the concepts and the theories that are already present of different authors so that the aims and the objectives can be defined in a proper manner. Moreover, the positivism philosophy can be connected with this approach, as the analysis can be interpreted through the data that has been collected with the literature that is already present (Vaioleti 2016).
The use of the deductive approach will help the researcher in providing evidence of the findings in the analysis part regarding the factors that help in influencing the decision making process of the consumers. This approach will also result in providing the information in a proper manner, as it will be aligned with the aims and the objectives that has been taken up in the research process.
Benefits of using brand image properly
There are three types of research designs that are usually taken up for the research namely exploratory, explanatory and descriptive respectively. The exploratory style of design helps in testing the hypothesis that has been taken up in the research along with the aims and objectives. The researcher will be able to use the theories and the concepts that are relevant to the topic so that the hypothesis can be proved in a proper manner (Smith 2015). The design that is exploratory in nature allows the researcher in gathering the information that are relevant to the topic so that the research can be done in a proper manner. The explanatory design on the contrary, helps in explaining the incidences that are happening with the research process through a particular phenomenon (Dumay and Cai 2015). This design allows the researcher in justifying the events based on the incidents that are happening in the research process. The design that is descriptive in nature is a mixture of the features that are present within exploratory and explanatory designs. This design allows the researcher in proving the hypothesis along with the aims and the objectives based on the explanation of the incidents that are happening in the process (Panneerselvam 2014).
This research will be based on the on the descriptive design, as it will help in explaining the various theories and concepts that are present within the process of decision-making that affects the consumers. Additionally, the design of the research will help the researcher in determining the incidences that will take place in the future as well. Moreover, the researcher will be able to get a better view of the causes and the effects with respect to the rationale that has been taken up in the research process.
Surveys, interviews, action research and case study analysis are the strategies that are commonly taken up by the researcher. The case study analysis will provide opportunities to the researcher to get the information from the relevant case studies regarding the topic of the research. Action research will allow the researcher in finding issues that are present within the research topic that has been taken up for the study (Gast and Ledford 2014). This will allow to provide better solutions to the issues that has been identified in the research process. The survey strategy allows the researcher in recording the opinions of the respondents through the process of interviews and surveys. The survey is based on close-ended questions whereas the interviews that are conducted are done based on gathering the answers. This will allow the researcher in achieving the objectives that has been taken up in the research (Neuman and Robson 2014).
Failure of Hutchinson Global Communications Limited to capitalize on its brand image
The research will be based on survey strategy where the researcher will be providing the sample questions to the sample population and the data will be recorded. This will help the researcher in comparing the perspectives of the respondents so that the research can be done in an efficient manner. Moreover, this type of data will allow the researcher in collecting the information that is relevant to the topic as well.
The research strategy will be based on the techniques that will allow the researcher to use the sampling technique. It can be divided in to non-probability a probability techniques. The sampling technique that is known as probability will allow the researcher to provide equal chances to the respondents to participate in the process of research, as the research will be based on collection of the data (Tarone, Gass and Cohen 2013). The process of being selected in the research process for the respondents will be in random manner. On the other hand, the technique known as non-probability sampling will not provide any scope to the participants to be selected in a random manner for the data collection process. The researcher has the freedom to include particular set of respondents so that the outcome of the research can be in a better manner. This technique will allow the researcher in gaining a better understanding of the respondents so that the data can be interpreted in a proper manner. This will result in fulfilling the objectives that has been taken up in the research process (Bauer 2014).
This research process will be based on probability sampling technique, as the researcher will be collecting the data with respect to the factors that help in determining the process of decision-making among the customers. The researcher will be collecting responses of 100 customers for the research to be conducted in a proper manner.
The secondary and the primary methods are mostly the common methods of collecting the data that is used within the research process. The secondary sources are the books, journals and articles that are already published, which helps the researcher in broadening their level of understanding with concepts and theories (Tuohy et al. 2013). The primary data on the other hand is a process through which the data are collected by the researcher for the research process. The quantitative method of collecting data helps the researcher in collected the data from a particular population. After the data has been collected, it will be analyzed by taking in to account the perspective of the respondents so that the analysis can be completed in a statistical manner (Reynolds et al. 2014). The qualitative technique will allow the researcher in giving priority to the quality of the data that will be collected. This will allow the researcher to understand the suitability of the topic so that it can be communicated with the respondents in a proper manner (Choy 2014).
The data will be collected in a quantitative way so that the researcher is able to attain the objectives that has been taken up in the research process. The researcher will take the help of graphs and charts so that the analysis can be shown in a statistical manner. The researcher will be using the SPSS tool so that the data can be analyzed in an accurate manner (Lushey and Munro 2015).
The researcher needs to follow certain laws so that the research can be conducted in a successful manner. The information that will be collected from the respondents will be kept as confidential and will be used only for the purpose of research. The respondents will not be forced to make a certain choice in the sample questions, which may affect the result of the research in an overall manner. The researcher will not indulge in data manipulation that, which may hamper the overall result of then research process (Matthew and Ross 2014).
|
What is your gender?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Male
|
53
|
53.0
|
53.0
|
53.0
|
|
Female
|
47
|
47.0
|
47.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
|
Did you consider the reputation of the company before selecting the product?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Yes
|
38
|
38.0
|
38.0
|
38.0
|
|
No
|
40
|
40.0
|
40.0
|
78.0
|
|
Maybe
|
22
|
22.0
|
22.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
The above graphs show the relationship between the gender of the customers and their consideration towards the reputation of the company before they select any product. It can be seen that most of the male respondents have stated that they do not consider the reputation of the company before they select the products available in the market.
|
What is your gender? * Did you consider the reputation of the company before selecting the product? Cross tabulation
|
|
|
Did you consider the reputation of the company before selecting the product?
|
Total
|
|
Yes
|
No
|
Maybe
|
|
What is your gender?
|
Male
|
Count
|
22
|
19
|
12
|
53
|
|
% within What is your gender?
|
41.5%
|
35.8%
|
22.6%
|
100.0%
|
|
% within Did you consider the reputation of the company before selecting the product?
|
57.9%
|
47.5%
|
54.5%
|
53.0%
|
|
% of Total
|
22.0%
|
19.0%
|
12.0%
|
53.0%
|
|
Female
|
Count
|
16
|
21
|
10
|
47
|
|
% within What is your gender?
|
34.0%
|
44.7%
|
21.3%
|
100.0%
|
|
% within Did you consider the reputation of the company before selecting the product?
|
42.1%
|
52.5%
|
45.5%
|
47.0%
|
|
% of Total
|
16.0%
|
21.0%
|
10.0%
|
47.0%
|
|
Total
|
Count
|
38
|
40
|
22
|
100
|
|
% within What is your gender?
|
38.0%
|
40.0%
|
22.0%
|
100.0%
|
|
% within Did you consider the reputation of the company before selecting the product?
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
|
% of Total
|
38.0%
|
40.0%
|
22.0%
|
100.0%
|
Chi-Square test by Pearson has been conducted so that it can help in finding the statistical association between the two variables. It can be seen that the result of the test has come to be .647 whereas the minimum value of the test had to be 10.34. This shows that there is no statistical association between the variables. Therefore it can be stated that both the genders that is the male and the female customers do not consider the reputation of the brand before they select the products available in the market.
|
What is your gender?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Male
|
53
|
53.0
|
53.0
|
53.0
|
|
Female
|
47
|
47.0
|
47.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
|
Do you think that association with a famous brand is important?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Yes
|
40
|
40.0
|
40.0
|
40.0
|
|
No
|
35
|
35.0
|
35.0
|
75.0
|
|
Maybe
|
25
|
25.0
|
25.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
e above graphs show the relationship between the genders of the customers along with the importance of the association with famous brands. It can be seen that most of the male customers have stated that the association with famous brands is important, as it will help in gaining a competitive advantage.
|
What is your gender? * Do you think that association with a famous brand is important? Cross tabulation
|
|
|
Do you think that association with a famous brand is important?
|
Total
|
|
Yes
|
No
|
Maybe
|
|
What is your gender?
|
Male
|
Count
|
21
|
19
|
13
|
53
|
|
% within What is your gender?
|
39.6%
|
35.8%
|
24.5%
|
100.0%
|
|
% within Do you think that association with a famous brand is important?
|
52.5%
|
54.3%
|
52.0%
|
53.0%
|
|
% of Total
|
21.0%
|
19.0%
|
13.0%
|
53.0%
|
|
Female
|
Count
|
19
|
16
|
12
|
47
|
|
% within What is your gender?
|
40.4%
|
34.0%
|
25.5%
|
100.0%
|
|
% within Do you think that association with a famous brand is important?
|
47.5%
|
45.7%
|
48.0%
|
47.0%
|
|
% of Total
|
19.0%
|
16.0%
|
12.0%
|
47.0%
|
|
Total
|
Count
|
40
|
35
|
25
|
100
|
|
% within What is your gender?
|
40.0%
|
35.0%
|
25.0%
|
100.0%
|
|
% within Do you think that association with a famous brand is important?
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
|
% of Total
|
40.0%
|
35.0%
|
25.0%
|
100.0%
|
|
Chi-Square Tests
|
|
|
Value
|
df
|
Asymp. Sig. (2-sided)
|
|
Pearson Chi-Square
|
.037a
|
2
|
.982
|
|
Likelihood Ratio
|
.037
|
2
|
.982
|
|
Linear-by-Linear Association
|
.000
|
1
|
.990
|
|
N of Valid Cases
|
100
|
|
|
|
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 11.75.
|
The result of the test has come to be .982 whereas the minimum value of the test had to be 11.75. This shows that there is no statistical association between the variables. Therefore it can be stated that both the genders are of the opinion that association with a famous brand is important in the market.
|
What is your gender?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Male
|
53
|
53.0
|
53.0
|
53.0
|
|
Female
|
47
|
47.0
|
47.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
|
Hutchinson is a business group, which of the following do you know?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Telecom
|
32
|
32.0
|
32.0
|
32.0
|
|
Internet broadband
|
30
|
30.0
|
30.0
|
62.0
|
|
Mobile money
|
21
|
21.0
|
21.0
|
83.0
|
|
All of the above
|
17
|
17.0
|
17.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
graph shows the relationship between the gender of the customers and the other business products that are provided by the company. It can be seen that most of the male customers have a better idea of the other telecom services that are provided by the company.
|
What is your gender? * Hutchinson is a business group, which of the following do you know? Cross tabulation
|
|
|
Hutchinson is a business group, which of the following do you know?
|
Total
|
|
Telecom
|
Internet broadband
|
Mobile money
|
All of the above
|
|
What is your gender?
|
Male
|
Count
|
16
|
22
|
6
|
9
|
53
|
|
% within What is your gender?
|
30.2%
|
41.5%
|
11.3%
|
17.0%
|
100.0%
|
|
% within Hutchinson is a business group, which of the following do you know?
|
50.0%
|
73.3%
|
28.6%
|
52.9%
|
53.0%
|
|
% of Total
|
16.0%
|
22.0%
|
6.0%
|
9.0%
|
53.0%
|
|
Female
|
Count
|
16
|
8
|
15
|
8
|
47
|
|
% within What is your gender?
|
34.0%
|
17.0%
|
31.9%
|
17.0%
|
100.0%
|
|
% within Hutchinson is a business group, which of the following do you know?
|
50.0%
|
26.7%
|
71.4%
|
47.1%
|
47.0%
|
|
% of Total
|
16.0%
|
8.0%
|
15.0%
|
8.0%
|
47.0%
|
|
Total
|
Count
|
32
|
30
|
21
|
17
|
100
|
|
% within What is your gender?
|
32.0%
|
30.0%
|
21.0%
|
17.0%
|
100.0%
|
|
% within Hutchinson is a business group, which of the following do you know?
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
|
% of Total
|
32.0%
|
30.0%
|
21.0%
|
17.0%
|
100.0%
|
|
Chi-Square Tests
|
|
|
Value
|
df
|
Asymp. Sig. (2-sided)
|
|
Pearson Chi-Square
|
10.126a
|
3
|
.018
|
|
Likelihood Ratio
|
10.477
|
3
|
.015
|
|
Linear-by-Linear Association
|
.603
|
1
|
.437
|
|
N of Valid Cases
|
100
|
|
|
|
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 7.99.
|
The result of the above test can be seen has come to be .018 whereas the minimum value that was expected from the test had to be 7.99. This shows that there is no statistical association between the variables and that both the genders have an equal amount of knowledge regarding the various products that are offered by the company.
|
Which age group do you belong to?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Below 20
|
21
|
21.0
|
21.0
|
21.0
|
|
21-30 years
|
36
|
36.0
|
36.0
|
57.0
|
|
31-40 years
|
36
|
36.0
|
36.0
|
93.0
|
|
41 and above
|
7
|
7.0
|
7.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
|
Do you think that association with a famous brand is important?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Yes
|
40
|
40.0
|
40.0
|
40.0
|
|
No
|
35
|
35.0
|
35.0
|
75.0
|
|
Maybe
|
25
|
25.0
|
25.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
The above graph shows the relationship between the age of the customers and their insights regarding the importance of being associated with famous brands. It can be seen that most of the customers who belong to the age group of 21-30 and 31-40 years have stated that it is important to be associated with famous brands.
|
Which age group do you belong to? * Do you think that association with a famous brand is important? Cross tabulation
|
|
|
Do you think that association with a famous brand is important?
|
Total
|
|
Yes
|
No
|
Maybe
|
|
Which age group do you belong to?
|
Below 20
|
Count
|
12
|
7
|
2
|
21
|
|
% within Which age group do you belong to?
|
57.1%
|
33.3%
|
9.5%
|
100.0%
|
|
% within Do you think that association with a famous brand is important?
|
30.0%
|
20.0%
|
8.0%
|
21.0%
|
|
% of Total
|
12.0%
|
7.0%
|
2.0%
|
21.0%
|
|
21-30 years
|
Count
|
18
|
12
|
6
|
36
|
|
% within Which age group do you belong to?
|
50.0%
|
33.3%
|
16.7%
|
100.0%
|
|
% within Do you think that association with a famous brand is important?
|
45.0%
|
34.3%
|
24.0%
|
36.0%
|
|
% of Total
|
18.0%
|
12.0%
|
6.0%
|
36.0%
|
|
31-40 years
|
Count
|
10
|
15
|
11
|
36
|
|
% within Which age group do you belong to?
|
27.8%
|
41.7%
|
30.6%
|
100.0%
|
|
% within Do you think that association with a famous brand is important?
|
25.0%
|
42.9%
|
44.0%
|
36.0%
|
|
% of Total
|
10.0%
|
15.0%
|
11.0%
|
36.0%
|
|
41 and above
|
Count
|
0
|
1
|
6
|
7
|
|
% within Which age group do you belong to?
|
0.0%
|
14.3%
|
85.7%
|
100.0%
|
|
% within Do you think that association with a famous brand is important?
|
0.0%
|
2.9%
|
24.0%
|
7.0%
|
|
% of Total
|
0.0%
|
1.0%
|
6.0%
|
7.0%
|
|
Total
|
Count
|
40
|
35
|
25
|
100
|
|
% within Which age group do you belong to?
|
40.0%
|
35.0%
|
25.0%
|
100.0%
|
|
% within Do you think that association with a famous brand is important?
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
|
% of Total
|
40.0%
|
35.0%
|
25.0%
|
100.0%
|
|
Chi-Square Tests
|
|
|
Value
|
df
|
Asymp. Sig. (2-sided)
|
|
Pearson Chi-Square
|
21.726a
|
6
|
.001
|
|
Likelihood Ratio
|
21.359
|
6
|
.002
|
|
Linear-by-Linear Association
|
15.409
|
1
|
.000
|
|
N of Valid Cases
|
100
|
|
|
|
a. 3 cells (25.0%) have expected count less than 5. The minimum expected count is 1.75.
|
It can be seen that the result of the test has come to be .001 whereas the minimum value of the test has to be 1.75. This shows that there is no statistical association between the variables. Therefore it can be stated that customers belonging to different age groups are also of the view that being associated with famous brands helps them in gaining a competitive advantage.
|
Which age group do you belong to?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Below 20
|
21
|
21.0
|
21.0
|
21.0
|
|
21-30 years
|
36
|
36.0
|
36.0
|
57.0
|
|
31-40 years
|
36
|
36.0
|
36.0
|
93.0
|
|
41 and above
|
7
|
7.0
|
7.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
|
What is your understanding of branding?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Labelling
|
29
|
29.0
|
29.0
|
29.0
|
|
Name
|
34
|
34.0
|
34.0
|
63.0
|
|
Slogan
|
26
|
26.0
|
26.0
|
89.0
|
|
Company image
|
11
|
11.0
|
11.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
The above table shows the relationship between the age group of the customers and their level of understanding regarding branding. It can be seen that most of the people belonging to the age group of 21-30 and 31-40 years have stated that they associate branding with the name of the company.
|
Which age group do you belong to? * What is your understanding of branding? Cross tabulation
|
|
|
What is your understanding of branding?
|
Total
|
|
Labelling
|
Name
|
Slogan
|
Company image
|
|
Which age group do you belong to?
|
Below 20
|
Count
|
5
|
10
|
4
|
2
|
21
|
|
% within Which age group do you belong to?
|
23.8%
|
47.6%
|
19.0%
|
9.5%
|
100.0%
|
|
% within What is your understanding of branding?
|
17.2%
|
29.4%
|
15.4%
|
18.2%
|
21.0%
|
|
% of Total
|
5.0%
|
10.0%
|
4.0%
|
2.0%
|
21.0%
|
|
21-30 years
|
Count
|
13
|
12
|
6
|
5
|
36
|
|
% within Which age group do you belong to?
|
36.1%
|
33.3%
|
16.7%
|
13.9%
|
100.0%
|
|
% within What is your understanding of branding?
|
44.8%
|
35.3%
|
23.1%
|
45.5%
|
36.0%
|
|
% of Total
|
13.0%
|
12.0%
|
6.0%
|
5.0%
|
36.0%
|
|
31-40 years
|
Count
|
10
|
11
|
12
|
3
|
36
|
|
% within Which age group do you belong to?
|
27.8%
|
30.6%
|
33.3%
|
8.3%
|
100.0%
|
|
% within What is your understanding of branding?
|
34.5%
|
32.4%
|
46.2%
|
27.3%
|
36.0%
|
|
% of Total
|
10.0%
|
11.0%
|
12.0%
|
3.0%
|
36.0%
|
|
41 and above
|
Count
|
1
|
1
|
4
|
1
|
7
|
|
% within Which age group do you belong to?
|
14.3%
|
14.3%
|
57.1%
|
14.3%
|
100.0%
|
|
% within What is your understanding of branding?
|
3.4%
|
2.9%
|
15.4%
|
9.1%
|
7.0%
|
|
% of Total
|
1.0%
|
1.0%
|
4.0%
|
1.0%
|
7.0%
|
|
Total
|
Count
|
29
|
34
|
26
|
11
|
100
|
|
% within Which age group do you belong to?
|
29.0%
|
34.0%
|
26.0%
|
11.0%
|
100.0%
|
|
% within What is your understanding of branding?
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
|
% of Total
|
29.0%
|
34.0%
|
26.0%
|
11.0%
|
100.0%
|
|
Chi-Square Tests
|
|
|
Value
|
df
|
Asymp. Sig. (2-sided)
|
|
Pearson Chi-Square
|
9.009a
|
9
|
.436
|
|
Likelihood Ratio
|
8.680
|
9
|
.467
|
|
Linear-by-Linear Association
|
1.220
|
1
|
.269
|
|
N of Valid Cases
|
100
|
|
|
|
a. 7 cells (43.8%) have expected count less than 5. The minimum expected count is .77.
|
The result of the test has come to be .436 whereas the minimum value that was expected from the test had to be .77. This shows that there is no statistical association between the variables. Therefore it can be stated that the customers who belong to the other age groups also feel that the name of the company plays an important part in understanding the brand of the company.
|
Which age group do you belong to?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Below 20
|
21
|
21.0
|
21.0
|
21.0
|
|
21-30 years
|
36
|
36.0
|
36.0
|
57.0
|
|
31-40 years
|
36
|
36.0
|
36.0
|
93.0
|
|
41 and above
|
7
|
7.0
|
7.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
|
Are you of the perception that the brand image of Hutchinson matches your image?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Yes
|
43
|
43.0
|
43.0
|
43.0
|
|
No
|
42
|
42.0
|
42.0
|
85.0
|
|
Maybe
|
15
|
15.0
|
15.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
The above graph shows the relationship between the age of the customers and their perception regarding the image of the brand that also matches the personality of the customers. It can be seen that most of the customers who are of the age group of 21-30 and 31-40 years have stated that they are of the perception that the image of the brand matches their personality as well.
|
Which age group do you belong to? * Are you of the perception that the brand image of Hutchinson matches your image? Cross tabulation
|
|
|
Are you of the perception that the brand image of Hutchinson matches your image?
|
Total
|
|
Yes
|
No
|
Maybe
|
|
Which age group do you belong to?
|
Below 20
|
Count
|
8
|
10
|
3
|
21
|
|
% within Which age group do you belong to?
|
38.1%
|
47.6%
|
14.3%
|
100.0%
|
|
% within Are you of the perception that the brand image of Hutchinson matches your image?
|
18.6%
|
23.8%
|
20.0%
|
21.0%
|
|
% of Total
|
8.0%
|
10.0%
|
3.0%
|
21.0%
|
|
21-30 years
|
Count
|
17
|
13
|
6
|
36
|
|
% within Which age group do you belong to?
|
47.2%
|
36.1%
|
16.7%
|
100.0%
|
|
% within Are you of the perception that the brand image of Hutchinson matches your image?
|
39.5%
|
31.0%
|
40.0%
|
36.0%
|
|
% of Total
|
17.0%
|
13.0%
|
6.0%
|
36.0%
|
|
31-40 years
|
Count
|
16
|
14
|
6
|
36
|
|
% within Which age group do you belong to?
|
44.4%
|
38.9%
|
16.7%
|
100.0%
|
|
% within Are you of the perception that the brand image of Hutchinson matches your image?
|
37.2%
|
33.3%
|
40.0%
|
36.0%
|
|
% of Total
|
16.0%
|
14.0%
|
6.0%
|
36.0%
|
|
41 and above
|
Count
|
2
|
5
|
0
|
7
|
|
% within Which age group do you belong to?
|
28.6%
|
71.4%
|
0.0%
|
100.0%
|
|
% within Are you of the perception that the brand image of Hutchinson matches your image?
|
4.7%
|
11.9%
|
0.0%
|
7.0%
|
|
% of Total
|
2.0%
|
5.0%
|
0.0%
|
7.0%
|
|
Total
|
Count
|
43
|
42
|
15
|
100
|
|
% within Which age group do you belong to?
|
43.0%
|
42.0%
|
15.0%
|
100.0%
|
|
% within Are you of the perception that the brand image of Hutchinson matches your image?
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
|
% of Total
|
43.0%
|
42.0%
|
15.0%
|
100.0%
|
|
Chi-Square Tests
|
|
|
Value
|
df
|
Asymp. Sig. (2-sided)
|
|
Pearson Chi-Square
|
3.795a
|
6
|
.704
|
|
Likelihood Ratio
|
4.644
|
6
|
.590
|
|
Linear-by-Linear Association
|
.020
|
1
|
.888
|
|
N of Valid Cases
|
100
|
|
|
|
a. 4 cells (33.3%) have expected count less than 5. The minimum expected count is 1.05.
|
The result of the test has come to be .704 whereas the minimum value of the test had to be 1.05. This shows that there is no statistical association between the variables. Therefore it can be stated that customers of other age groups are also of the perception that the image of the brand of Hutchinson matches their personality as well.
|
What is your level of income (GHâ‚¡)?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Under 10000
|
19
|
19.0
|
19.0
|
19.0
|
|
10001-20000
|
42
|
42.0
|
42.0
|
61.0
|
|
20001-30000
|
31
|
31.0
|
31.0
|
92.0
|
|
30001 and above
|
8
|
8.0
|
8.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
|
What is your idea regarding the prices and charges of the company?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Very High
|
36
|
36.0
|
36.0
|
36.0
|
|
High
|
23
|
23.0
|
23.0
|
59.0
|
|
Normal
|
22
|
22.0
|
22.0
|
81.0
|
|
Low
|
15
|
15.0
|
15.0
|
96.0
|
|
Very Low
|
4
|
4.0
|
4.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
The above graph shows the relationship between the levels of income among the customers and their insights regarding the process that are charged by the company. It can be seen that most of the customers who have earnings of 10001-20000 GHâ‚¡ have stated that the company charges a very high price for the service that they provide to them.
|
What is your level of income (GHâ‚¡)? * What is your idea regarding the prices and charges of the company? Cross tabulation
|
|
|
What is your idea regarding the prices and charges of the company?
|
Total
|
|
Very High
|
High
|
Normal
|
Low
|
Very Low
|
|
What is your level of income (GH?)?
|
Under 10000
|
Count
|
7
|
3
|
3
|
5
|
1
|
19
|
|
% within What is your level of income (GH?)?
|
36.8%
|
15.8%
|
15.8%
|
26.3%
|
5.3%
|
100.0%
|
|
% within What is your idea regarding the prices and charges of the company?
|
19.4%
|
13.0%
|
13.6%
|
33.3%
|
25.0%
|
19.0%
|
|
% of Total
|
7.0%
|
3.0%
|
3.0%
|
5.0%
|
1.0%
|
19.0%
|
|
10001-20000
|
Count
|
18
|
9
|
12
|
2
|
1
|
42
|
|
% within What is your level of income (GH?)?
|
42.9%
|
21.4%
|
28.6%
|
4.8%
|
2.4%
|
100.0%
|
|
% within What is your idea regarding the prices and charges of the company?
|
50.0%
|
39.1%
|
54.5%
|
13.3%
|
25.0%
|
42.0%
|
|
% of Total
|
18.0%
|
9.0%
|
12.0%
|
2.0%
|
1.0%
|
42.0%
|
|
20001-30000
|
Count
|
10
|
9
|
6
|
5
|
1
|
31
|
|
% within What is your level of income (GH?)?
|
32.3%
|
29.0%
|
19.4%
|
16.1%
|
3.2%
|
100.0%
|
|
% within What is your idea regarding the prices and charges of the company?
|
27.8%
|
39.1%
|
27.3%
|
33.3%
|
25.0%
|
31.0%
|
|
% of Total
|
10.0%
|
9.0%
|
6.0%
|
5.0%
|
1.0%
|
31.0%
|
|
30001 and above
|
Count
|
1
|
2
|
1
|
3
|
1
|
8
|
|
% within What is your level of income (GH?)?
|
12.5%
|
25.0%
|
12.5%
|
37.5%
|
12.5%
|
100.0%
|
|
% within What is your idea regarding the prices and charges of the company?
|
2.8%
|
8.7%
|
4.5%
|
20.0%
|
25.0%
|
8.0%
|
|
% of Total
|
1.0%
|
2.0%
|
1.0%
|
3.0%
|
1.0%
|
8.0%
|
|
Total
|
Count
|
36
|
23
|
22
|
15
|
4
|
100
|
|
% within What is your level of income (GH?)?
|
36.0%
|
23.0%
|
22.0%
|
15.0%
|
4.0%
|
100.0%
|
|
% within What is your idea regarding the prices and charges of the company?
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
|
% of Total
|
36.0%
|
23.0%
|
22.0%
|
15.0%
|
4.0%
|
100.0%
|
|
Chi-Square Tests
|
|
|
Value
|
df
|
Asymp. Sig. (2-sided)
|
|
Pearson Chi-Square
|
13.589a
|
12
|
.328
|
|
Likelihood Ratio
|
13.515
|
12
|
.333
|
|
Linear-by-Linear Association
|
.943
|
1
|
.332
|
|
N of Valid Cases
|
100
|
|
|
|
a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is .32.
|
It can be seen that the result of the test has come to be .328 whereas the minimum value that was expected from the test had to be .32. This shows that there is a statistical association between the variables. Therefore it can be stated that the customers who have an income of 10001-20000 GHâ‚¡ and lower are of the view that the prices of the company is too high for the services that they offer in the market.
|
What is your level of income (GH?)?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Under 10000
|
19
|
19.0
|
19.0
|
19.0
|
|
10001-20000
|
42
|
42.0
|
42.0
|
61.0
|
|
20001-30000
|
31
|
31.0
|
31.0
|
92.0
|
|
30001 and above
|
8
|
8.0
|
8.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
|
What other brands come in to your mind when Hutchinson is mentioned?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Tigo
|
35
|
35.0
|
35.0
|
35.0
|
|
Airtel
|
34
|
34.0
|
34.0
|
69.0
|
|
Mtn
|
18
|
18.0
|
18.0
|
87.0
|
|
Expresso
|
13
|
13.0
|
13.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
The graphs show the relationship between the level of income of the customers and the other brands that come in to the mind of the customers when the name of the company is mentioned. It can be seen that most of the customers who have an income of 10001-20000 have stated that the other brand called Tigo also comes in to the mind of the customers due to the same strategies applied by them.
|
What is your level of income (GH?)? * What other brands come in to your mind when Hutchinson is mentioned? Cross tabulation
|
|
|
What other brands come in to your mind when Hutchinson is mentioned?
|
Total
|
|
Tigo
|
Airtel
|
Mtn
|
Expresso
|
|
What is your level of income (GH?)?
|
Under 10000
|
Count
|
6
|
7
|
2
|
4
|
19
|
|
% within What is your level of income (GH?)?
|
31.6%
|
36.8%
|
10.5%
|
21.1%
|
100.0%
|
|
% within What other brands come in to your mind when Hutchinson is mentioned?
|
17.1%
|
20.6%
|
11.1%
|
30.8%
|
19.0%
|
|
% of Total
|
6.0%
|
7.0%
|
2.0%
|
4.0%
|
19.0%
|
|
10001-20000
|
Count
|
18
|
18
|
3
|
3
|
42
|
|
% within What is your level of income (GH?)?
|
42.9%
|
42.9%
|
7.1%
|
7.1%
|
100.0%
|
|
% within What other brands come in to your mind when Hutchinson is mentioned?
|
51.4%
|
52.9%
|
16.7%
|
23.1%
|
42.0%
|
|
% of Total
|
18.0%
|
18.0%
|
3.0%
|
3.0%
|
42.0%
|
|
20001-30000
|
Count
|
9
|
6
|
11
|
5
|
31
|
|
% within What is your level of income (GH?)?
|
29.0%
|
19.4%
|
35.5%
|
16.1%
|
100.0%
|
|
% within What other brands come in to your mind when Hutchinson is mentioned?
|
25.7%
|
17.6%
|
61.1%
|
38.5%
|
31.0%
|
|
% of Total
|
9.0%
|
6.0%
|
11.0%
|
5.0%
|
31.0%
|
|
30001 and above
|
Count
|
2
|
3
|
2
|
1
|
8
|
|
% within What is your level of income (GH?)?
|
25.0%
|
37.5%
|
25.0%
|
12.5%
|
100.0%
|
|
% within What other brands come in to your mind when Hutchinson is mentioned?
|
5.7%
|
8.8%
|
11.1%
|
7.7%
|
8.0%
|
|
% of Total
|
2.0%
|
3.0%
|
2.0%
|
1.0%
|
8.0%
|
|
Total
|
Count
|
35
|
34
|
18
|
13
|
100
|
|
% within What is your level of income (GH?)?
|
35.0%
|
34.0%
|
18.0%
|
13.0%
|
100.0%
|
|
% within What other brands come in to your mind when Hutchinson is mentioned?
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
|
% of Total
|
35.0%
|
34.0%
|
18.0%
|
13.0%
|
100.0%
|
|
Chi-Square Tests
|
|
|
Value
|
df
|
Asymp. Sig. (2-sided)
|
|
Pearson Chi-Square
|
15.460a
|
9
|
.079
|
|
Likelihood Ratio
|
15.527
|
9
|
.077
|
|
Linear-by-Linear Association
|
1.151
|
1
|
.283
|
|
N of Valid Cases
|
100
|
|
|
|
a. 7 cells (43.8%) have expected count less than 5. The minimum expected count is 1.04.
|
The result of the test has come to be .079 whereas the minimum value that was expected from the test had to be 1.04. This shows that there is no statistical association between the variables. Therefore it can be stated that the customers with an income of 10001-20000 are of the view that Tigo comes in to their mind when the name of the company is mentioned. This is due to the fact that the customers are of the view that the Tigo Company uses the same strategies and the prices of the products and services are same as that of Hutchinson.
|
What is your gender?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Male
|
53
|
53.0
|
53.0
|
53.0
|
|
Female
|
47
|
47.0
|
47.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
|
How does the company differ from the other companies present in the market?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Fast internet
|
34
|
34.0
|
34.0
|
34.0
|
|
Service quality
|
31
|
31.0
|
31.0
|
65.0
|
|
Wider coverage
|
28
|
28.0
|
28.0
|
93.0
|
|
Affordability
|
7
|
7.0
|
7.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
The graphs show the relationship between the gender of the customers and the difference in the products of the company than the other companies that are present in the market. It can be seen that most of the male respondents have stated that the fast internet connectivity provided by the company helps them in gaining a competitive advantage over the other companies that are present in the market.
|
What is your gender? * How does the company differ from the other companies present in the market? Cross tabulation
|
|
|
How does the company differ from the other companies present in the market?
|
Total
|
|
Fast internet
|
Service quality
|
Wider coverage
|
Affordability
|
|
What is your gender?
|
Male
|
Count
|
20
|
16
|
13
|
4
|
53
|
|
% within What is your gender?
|
37.7%
|
30.2%
|
24.5%
|
7.5%
|
100.0%
|
|
% within How does the company differ from the other companies present in the market?
|
58.8%
|
51.6%
|
46.4%
|
57.1%
|
53.0%
|
|
% of Total
|
20.0%
|
16.0%
|
13.0%
|
4.0%
|
53.0%
|
|
Female
|
Count
|
14
|
15
|
15
|
3
|
47
|
|
% within What is your gender?
|
29.8%
|
31.9%
|
31.9%
|
6.4%
|
100.0%
|
|
% within How does the company differ from the other companies present in the market?
|
41.2%
|
48.4%
|
53.6%
|
42.9%
|
47.0%
|
|
% of Total
|
14.0%
|
15.0%
|
15.0%
|
3.0%
|
47.0%
|
|
Total
|
Count
|
34
|
31
|
28
|
7
|
100
|
|
% within What is your gender?
|
34.0%
|
31.0%
|
28.0%
|
7.0%
|
100.0%
|
|
% within How does the company differ from the other companies present in the market?
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
|
% of Total
|
34.0%
|
31.0%
|
28.0%
|
7.0%
|
100.0%
|
|
Chi-Square Tests
|
|
|
Value
|
df
|
Asymp. Sig. (2-sided)
|
|
Pearson Chi-Square
|
1.020a
|
3
|
.796
|
|
Likelihood Ratio
|
1.023
|
3
|
.796
|
|
Linear-by-Linear Association
|
.467
|
1
|
.494
|
|
N of Valid Cases
|
100
|
|
|
|
a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 3.29.
|
The result of the test has come to be .796 whereas the minimum value of the test had to be 3.29. This shows that there is no statistical association between the variables. It can therefore be stated that both of the genders that is male and female customers are of the view that fast internet connectivity helps the company in gaining competitive advantage in the market over the other brands.
|
What is your level of income (GH?)?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Under 10000
|
19
|
19.0
|
19.0
|
19.0
|
|
10001-20000
|
42
|
42.0
|
42.0
|
61.0
|
|
20001-30000
|
31
|
31.0
|
31.0
|
92.0
|
|
30001 and above
|
8
|
8.0
|
8.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
|
What influences your decision to purchase the product or service?
|
|
|
Frequency
|
Percent
|
Valid Percent
|
Cumulative Percent
|
|
Valid
|
Cost
|
27
|
27.0
|
27.0
|
27.0
|
|
Image of the brand
|
36
|
36.0
|
36.0
|
63.0
|
|
Availability
|
24
|
24.0
|
24.0
|
87.0
|
|
Friends and family
|
13
|
13.0
|
13.0
|
100.0
|
|
Total
|
100
|
100.0
|
100.0
|
|
The graphs show that the relationship between the income levels of the customers and the factor that influences their decision regarding the purchase of the products or the services offered by the company. It can be seen that most of the customers who have an income level of 10001-20000 have stated that they feel the image of the brand helps in influencing their decisions regarding purchasing the products or services of the company.
|
What is your level of income (GH?)? * What influences your decision to purchase the product or service? Cross tabulation
|
|
|
What influences your decision to purchase the product or service?
|
Total
|
|
Cost
|
Image of the brand
|
Availability
|
Friends and family
|
|
What is your level of income (GH?)?
|
Under 10000
|
Count
|
6
|
9
|
2
|
2
|
19
|
|
% within What is your level of income (GH?)?
|
31.6%
|
47.4%
|
10.5%
|
10.5%
|
100.0%
|
|
% within What influences your decision to purchase the product or service?
|
22.2%
|
25.0%
|
8.3%
|
15.4%
|
19.0%
|
|
% of Total
|
6.0%
|
9.0%
|
2.0%
|
2.0%
|
19.0%
|
|
10001-20000
|
Count
|
13
|
16
|
8
|
5
|
42
|
|
% within What is your level of income (GH?)?
|
31.0%
|
38.1%
|
19.0%
|
11.9%
|
100.0%
|
|
% within What influences your decision to purchase the product or service?
|
48.1%
|
44.4%
|
33.3%
|
38.5%
|
42.0%
|
|
% of Total
|
13.0%
|
16.0%
|
8.0%
|
5.0%
|
42.0%
|
|
20001-30000
|
Count
|
7
|
9
|
11
|
4
|
31
|
|
% within What is your level of income (GH?)?
|
22.6%
|
29.0%
|
35.5%
|
12.9%
|
100.0%
|
|
% within What influences your decision to purchase the product or service?
|
25.9%
|
25.0%
|
45.8%
|
30.8%
|
31.0%
|
|
% of Total
|
7.0%
|
9.0%
|
11.0%
|
4.0%
|
31.0%
|
|
30001 and above
|
Count
|
1
|
2
|
3
|
2
|
8
|
|
% within What is your level of income (GH?)?
|
12.5%
|
25.0%
|
37.5%
|
25.0%
|
100.0%
|
|
% within What influences your decision to purchase the product or service?
|
3.7%
|
5.6%
|
12.5%
|
15.4%
|
8.0%
|
|
% of Total
|
1.0%
|
2.0%
|
3.0%
|
2.0%
|
8.0%
|
|
Total
|
Count
|
27
|
36
|
24
|
13
|
100
|
|
% within What is your level of income (GH?)?
|
27.0%
|
36.0%
|
24.0%
|
13.0%
|
100.0%
|
|
% within What influences your decision to purchase the product or service?
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
100.0%
|
|
% of Total
|
27.0%
|
36.0%
|
24.0%
|
13.0%
|
100.0%
|
|
Chi-Square Tests
|
|
|
Value
|
df
|
Asymp. Sig. (2-sided)
|
|
Pearson Chi-Square
|
7.850a
|
9
|
.549
|
|
Likelihood Ratio
|
7.926
|
9
|
.542
|
|
Linear-by-Linear Association
|
4.213
|
1
|
.040
|
|
N of Valid Cases
|
100
|
|
|
|
a. 7 cells (43.8%) have expected count less than 5. The minimum expected count is 1.04.
|
The result of the test has come to be .549 whereas the minimum value that was required from the test had to be 1.04. This shows that there is no statistical association between the variables. Therefore it can be stated that customers who have different levels of income are also of the view that the image of the brand allows in influencing their decisions regarding purchasing the products and services from the company.
Conclusion and Recommendation
Conclusion
This chapter helps in concluding the above study that has been done by summarizing up the important points, which has been present in the process of research. The important points will be summarized so that the researcher will be able to link the objectives that has been taken up for the study with the rest of the part so that it can help in establishing a connection between the dependent and the independent variables.
To understand the impact of branding on the process of decision-making of the customers with respect to telecommunication industry in Ghana
The literature review that was conducted has shown that the brand of the company plays an important role in the decision making capacity of the customers, as the image needs to be portrayed in a better manner. The image of the brand is an important tool that helps the brand to provide the products and services in the market in a better manner. It will help the consumers in being attracted towards the brand, which will help in increasing the level of profit for the company as well. The customers will be attracted towards the products and services that are being provided at a lower rate as well as the ones that will help in increasing the level of satisfaction among them. Most of the buying behaviour regarding the services and the products that are being offered by the company depends on the factor of price, as it will help the company in gaining a competitive advantage in the market as well. This will help the company in gaining a competitive advantage in the market. The data analysis has shown that most of the participants of both the genders feel that is important for them to be associated with the brand, as the products and services that are offered by them are of superior quality. This influences their buying behaviour in switching over to the products and services that are being offered by famous brands.
To understand the correlation between the purchases and the perception of the brand within the consumers
The literature review that was conducted has shown that the purchase of the products and services will help the customers in having a positive perception regarding the brand that is being offered by the companies. The perception regarding the brands can be improved among the customers by providing the products and services at an efficient manner. It will also help the customers in changing their perceptions towards the brand with respect to the quality and the features that are present in the brand. The companies need to increase the level of satisfaction among the customers by providing the products and services according to their needs and preferences so that it can help in increasing the equity of the particular brand in the market. The analysis of the data has also shown that both the genders have an equal knowledge regarding the products and services that are being offered by the company due to the perception that the customers have regarding the particular brand. It will also help in increasing the awareness of the brand in the market so that the customers can gain a proper knowledge regarding the attributes that are present within the products and services. It has also been seen that the perception regarding the brands are also present among different age groups so that it can help in gaining a competitive advantage in the market. This will help in increasing the brand value of the company in the market so that it can help in attracting the customers as well.
To evaluate the impact that brand name creates on the purchase decision of the consumers
The review of literature has shown that the name of the brand plays an important role in the decision of the consumers in purchasing a particular product. The name of the brand helps the consumers in being associated with the company so that it can help them in understanding the products and services with which the company is dealing. This will help the company in influencing the purchasing decision of the customers so that the profit of the company can be increased. The logo and the colour that is being used by the company in designing the name of the brand needs to be presented to the customers in a proper manner so that they can associate the name of the brand whenever they will see the logo in the market. It will also help the company in understanding the needs and preferences of the customers so that it can help in providing the products and services accordingly. The name of the brand is also associated with the goodwill of the company based on which it can help in influencing the purchasing behaviour of the consumers. The data analysis that has been conducted has shown that the customers who are of different age groups feel that the perception of the image of the company needs to match their personality so that it can influence their buying behaviour. The customers also need to have a certain level of income so that it can help them in purchasing the services that are being offered by the company. This shows that the name of the brand plays an important role, as the products that are given by the company are of superior quality.
After the study has been completed few major recommendations can be given such as the style of packaging needs to be changed by the company on a constant manner along with the technological advancements that are present in the market so that the customers can have a new taste with respect to the products that are being delivered by the company. It will also result in changing the preferences of the consumers towards the product when the packaging of the product will be changed.
If the company increases the prices of the products, then it needs to provide superior quality products so that it can help in attracting the customers towards the product. The company also needs to improve its services in the market so that it can help in attracting more number of customers towards the products. This will help in increasing the image of the brand among the customers as well as influence their purchasing behaviour towards the products. The company also needs to increase its reach in the Greater Accra region by using the latest technologies and the resources that are available to them so that it can help them in understanding the needs and demands of the customers so that the required products and services can be provided to them. This will also help in increasing the reach of the company in the unchartered markets so that the products and services can be made accessible to those customers as well. This will result in influencing the buying behaviour of the consumers towards the particular products and services.
The use of the proper marketing strategies needs to be implemented by the companies so that it can create an impact on influencing the purchasing behaviour of the consumers in a positive manner. The marketing strategies needs to be aligned with the pricing strategies of the company so that it can help in attracting the customers. This will result in influencing the purchasing behaviour of the consumers in a proper manner. The advertising of the products and the services needs to be done in a proper manner so that it can result in attracting more number of customers. This will also result in influencing the buying behaviour of the customers towards the particular product or services that are being offered by Hutchinson Global Company.
The information that is provided to the customers need to be authentic and reliable so that it can help in conveying the right features and attributes that are present within the product. This will help the customers in being attracted towards the company due to the increase in the level of knowledge, which will help in influencing their purchasing behaviour towards the product as well. It will thus result in understanding the needs and preferences of the customers towards certain products and services so that the sale of the products and services can be increased in the market for the company as well.
There were various problems that were faced by the researcher when the research was conducted. The hindrances in the research study had to be dealt in a proper manner so that it can help in completing the work in a short period and in a proper manner. The most important factor was time that was available for a limited period to the researcher. This had made the research study to be completed with a small sample and the wide occurrences of the problems could not be analysed in an in-depth way. The survey that was conducted had to be done a small sample size as the waiting period was long to survey more number of people in the region. Another major problem that was faced by the researcher was the educational background of the people that was available in the region. Most of the people were illiterate and were reluctant in taking up the survey, as they could not understand the process. The interview process had to be eliminated, as the managers were busy within the company and could not provide enough time to complete the process in a successful manner. These factors were some of the major causes that had led to cause a hindrance in conducting the study in an efficient manner.
The research has been done in a successful manner that can be used as a secondary source by the other researcher in conducting their review of literature in the future. The research study has been done based on the impact that the image of the brand creates on the purchasing behaviour of the consumers and the data that has been provided in the study can be used as future references as well. The primary data that has been provided in the analysis part can also be taken up as a secondary source and can be used as a reference for the future researches.
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