Question:
Research Proposal Topic: The impact of brand awareness on customer loyalty.
Brand awareness is considered as an essential indicator of the knowledge of the consumers regarding the brand, its strength in its presence in the mind of the consumers and the process of retrieving that knowledge easily from memory (Perreault, Cannon and McCarthy 2013). Brand awareness is the most useful factor for promoting the products that are commodity related as these products have lesser numbers of factors that can differentiate one product from its other competitors. The present study focuses on the research question that highlights the influence of the brand awareness on the consumer loyalty, especially of the organization Woolworths.
The general objective of the research is to critically evaluate the influence of brand awareness on the loyalty of consumers of Woolworths.
The specific objectives of the present research study are:
The research questions of this study are:
It is the possibility that customers will simply be familiar with the subsistence as well as availability of all the product or services of the company. However, the customer loyalty can be considered as a measure of the degree to which customers are loyal to a specific brand, which stresses a dependable repurchase. Again, customer loyalty also leads to different results that can lead to emotional attachment with a brand. The emotional attachment of the consumers with the brand can be essentially directed b the by both commitment as well as affection of the consumers. However, the consumer thereby develops immense affection for the brand in a particular way that can be associated to friendship. Again, the contemporary marketplace is inundated with an extensive variety of different brands of products. As a result, harmonizing with this flood of different brands in the market place can help in generation of the customer loyalty. The growing of consumer awareness can help the customers to select to purchase their familiar as well as encouraging brand. As a result, in case if the businesses intend to rise above their rivals, they need to make customers admire to buying the products in addition to brands.
As rightly put forward by Kotler (2012), the researchers agree that branding delivers different variety of significant advantages to the industry. In particular, the brand identity assists marketers to differentiate the offerings of the company from its competitors. Consequently, the successful branding also helps corporations to lessen the costs of advertising by raising the brand awareness. The third factor involved in branding that can help the company to attain the position of a leader among different competitors in a similar category. Therefore, as a result the desirable identity of the brand helps in raising the profit margin resulting from the desirability of the consumer to make payments for a premium for different products as well as services. This might lead to profitable extension of the brand in a similar or else a dissimilar market. In the end, there is certain nature as well as characteristics of the process of branding that aid the firm to safeguard different product features of the corporation.
As rightly put forward by Czinkota and Ronkainen (2013), the process of branding delivers three different benefits that include the risk reduction, efficiency of information as well as self- expression. However, Perreault, Cannon and McCarthy (2013) put forward the argument that branding assists the customers to lessen the possibility of selecting a specific product that might not function well or else meet up the expectations of the consumers. Therefore, the process of risk reduction can be attained by providing strong assertion as regards the consistent quality. Branding might also assist customers to identify with and to become aware of different offerings in a particular category of the product.
De Mooij (2013) opine that the nature of scientific theory is primarily founded on conceptualization of theory. This concept essentially refers to the systematic set of different statements counting certain laws such as the generalization based on three different categories. The three categories of generalization include the systematic connections; inter related laws like the generalization as well as empirical process of testing. In order to generate a love mark, a specific brand needs to provide the customers three different elements of experience that comprises of the mystery, sensuality in addition to intimacy. However, in the view of Best (2012), a love mark can be regarded as a combination of high love for brand and respect. There can be discrimination between the love marks as well as the brands, different products in addition to fads founded on different levels love and respect that consumers experience.
The brand awareness can be regarded as significant part of the purchase intention as the consumers tend to purchase a familiar as well as a well-recognized product. As righty put forward by Kotler (2012), the perceived quality is an outcome of the subjective judgment of consumers on a particular product.
As correctly mentioned by Jobber and Ellis-Chadwick (2012), the factors that affects the perceptions of the consumers as regards a brand include quality, price, influence of other people, advertising, packaging and convenience.
The present section of the research methodology analyses different procedures that can be utilized in carrying out the research study. This section primarily outlines the research design, sample and population, sampling technique, method of data collection, interpretation of the data as well as limitations that can be observed during the process of the study (Terpstra, Foley and Sarathy 2012).
The learner intends to carry out a survey and case study based research. Therefore, the learner can apply both qualitative as well as quantitative data research technique in order to complement one another as both the techniques have benefits (Wilson et. al 2012).
The population of the study will be essentially restricted to all the employees and the customers of five different retail outlets of Woolworths in Australia. The total sample size of the research will be 100 respondents from the total population of the survey that consists of employees and consumers of Woolworths.
As rightly put forward by McDonald and Wilson (2011), a definite sample is essentially a deliberate choice of the total number of respondents selected from a given population. The researcher intends to utilize the process of non-probability sampling for drawing a sample from a particular population.
The researcher intends to collect the requisite data for the research study by utilizing both the primary as well as the secondary data collection method. The learner intends to collect primary data from the results of the survey that is through a formally structured questionnaire containing pertinent questions regarding the customer decision-making procedure and the customer loyalty (Malhotra 2011). The learner intends to collect the secondary data from different published materials available in the print as well as the electronic media, significant journals as well as publications.
The process of data analysis involves the process of lessening as well as structuring the data, synthesizing and searching for considerable patterns. Different statistical tools as well as mathematical techniques include tables, graphs as well as pie charts (Lovelock 2011).
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The expected outcome of the present research study is the effective influence of the brand awareness on the overall loyalty of the consumers towards the brand (Lee and Kotler 2011). The expected outcome of the study is the evaluation of different factors that can affect the overall awareness of the brand among the target consumers of the company. In addition to this, the research study is also anticipated to reveal different factors that influence the buying behavior of the consumers that the marketer like Woolworths can take into account for their future business practices. Furthermore, the research study is expected to reveal significant results regarding the nature of association between different strategies of branding and its impact on the overall buying behavior of the consumers.
References
Best, R., 2012. Market-based management. Pearson Higher Ed.
Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning.
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing(No. 7th). McGraw-Hill Higher Education.
Kotler, P., 2012. Kotler on marketing. Simon and Schuster.
Lee, N.R. and Kotler, P., 2011. Social marketing: Influencing behaviors for good. Sage.
Lovelock, C., 2011. Services marketing: People, technology, strategy. Pearson Education India.
Malhotra, N.K., 2011. Basic marketing research. Pearson Higher Ed.
McDonald, M. and Wilson, H., 2011. Marketing plans: How to prepare them, how to use them. John Wiley & Sons.
Perreault Jr, W., Cannon, J. and McCarthy, E.J., 2013. Basic marketing. McGraw-Hill Higher Education.
Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press.
Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing: Integrating customer focus across the firm. McGraw Hill.
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