Report on Brand Image and Its Effect on The Customer’s Behavior

The concept of brand image in the market relates to the important attention in the forces of determining the policies of the market. The report is about the brand image and its effect on the customer’s behavior. In this proposal there is problem statement of the research about the brand image, research questions and research methodology which all relates to the brand equity in the market. Even brand image is derived from the performance of the brand on the basis of brand equity and brand position. The study about the customer behaviors to know about the impact of brand equity which would give better outcomes which would be trending in the future market. The proposal is covering all the aspects which are compulsory to learn to evaluate brand image on customer behavior that how they deal the product in the market. The proposal is ended with conclusion which is based on the performance of the brand in the market (Kandampully, Juwaheer, & Hu, 2011).

Introduction of Brand Image and Its Effect on The Customer’s Behavior

Brand image is considered as key element in the market which is based on the general principles of consumer’s purchasing habits which influence the on the customer’s behavior related to the product. In the business there is no concern about what are the strategies, the main point to focus on is marketing strategy that how to get the attention of customers and influence on the performance of customers. A brand has to make strategies which are used to gain the perfect competition in the market and it could only be possible when there is brand equity and product differentiation in the mind of customers. Brand equity is a phenomenon which is set in the mind of customers as they considered the brand product much different and better according to the quality wise in the market. There are many researches which shows that the many businesses which are dealing in the brand are considered the different perspective which a brand should have to gain the brand equity. However, there are different features which are used in the influencing factors on the practices of the consumers. Instead of changing all the factors with different kind of information, brand remain to dominate the market with its products (Jalilvand & Samiei, 2012). 

On the other hand, there are some researchers who believed that there must be evaluation of brand according to the terms of market share and cash flow of the business. There are financial and non-financial factors which are helpful in brand association and brand premium to gain the customer retention. There is some brand analysis which are used to examine the difference between brand image and brand equity in the market to check the customer behavior according to the examination of the management of brand equity.

Brand image in the company could be evaluated in the best way while working with the efficient resources to gain the compatibility in the market. In the competitive market of brand, it is important aspect in the market that the customer must be well aware about the tasks which are done by the company to gain the compatibility in the market. The researches on the brand equity are developed in the 20^th century and it is considered the best era of brand development in the market. The concept of brand image in the market relates to the important attention in the forces of determining the policies of the market. Branding campaigns are determined according to the customer requirements in the market to establish the better improvement in the quality as brand is all about the quality in the product. There are several predictors which are used in the customer behavior to improve the customer loyalty and customer retention in the market (Malik, et al., 2013).

Customer satisfaction relates to the factors as general evaluation in the overall shopping of the customers from different resources to get satisfaction in the products and in future they prefer to do that again in the future. There are key indicators which are used in the confirmation of the different resources which are used in the market to attract the customers. In the particular situations, when the brand is going on the best progress there should be customer satisfaction and expectation of the customers to increase the productivity in the market. Product performance is always put in first, brand performance is key performing element in the market which could influence the customer satisfaction in the market about the productivity. It may be towards a brand user of different level. Brand image has an important effect on the customer satisfaction in the market which across with the using of internet and social site business to connect with the customers.

Research objectives of Brand Image and Its Effect on The Customer’s Behavior

The main objective of the study is to learn about the customers with various level of the income and age group level of people. Brand identification and the effects of brand on the mind of customers. When customers are loyal to the company, how they are able to get the retention in the market with the implications of the optimization of resources. Brand influence the brand trust in public and satisfaction of the customers with the loyalty of the customers (Srivastava & Sharma, 2013).

Literature review of Brand Image and Its Effect on The Customer’s Behavior

Companies are working with the better resources in order to get the corporate strategies in the business. According to Perk (1986), the construction and maintenance of the brand image is the management of the different products in the functions of the different factors in the management with the definition of the brand equity. Brand image is mainly focusing with the different aspects in the blanket of the definition and the messages to be displayed in the different aspects.Organizations moving their deliberation from a market and itemsingle-minded line of assault to purchaser driven promoting exercises mirror this progress of showcasing. As a direct significance of this move, organizations are by and by crediting considerably more essentialness on the reaction purchaser show in regards to the 4Ps which are Product, price, place and promotion and have advance executed three additional Ps, individuals, process and physical format (Greve, 2014).

Current market designs create the impression that the equality of item has extended, implying that couple of practical difference between key candidates as of now exists in most remarkably serious markets. This reduce in item departure is viewed as the simplifyimplication of significant levels of rivalry that exists inside the present markets, just as the creative advances of creation and circulation systems. Since these advances have reduced the limit of creative perfections to offer practical upper hand and have made item separation incredibly troublesome. According to the results, brands are most likely to increase different techniques in the market to adopt different techniques. There are different signs which are used in the product differentiation in the market by looking towards the people who are using brand products in the market (Syed & Kitchen, 2014).

There are different aspects which are used in the branding on the customers buying habit in the market that how much they are spending on the brands. Over the different aspects in the market there are different products as apple’s products like iTune, music, newspapers and other shopping products in the market. With the invent of digital marketing, there are different aspects which are used in the different companies who capture the market with different aspects such as price product and different work to evaluate the product according to the product’s qualities.

Pashandi (2013) describe in his research that the fast moving consumer goods are the product which are more purchased and sold in the market at low cost or the moderate cost. For examples goods like, beverages, basic needs as well as the durable goods in the market which are widely transect in the market as they have to purchase these products in any conditions so the brand is focused on the product which are dealing in the luxury products and people are using these products in case where they have excess money from the basic needs. Durable goods are related to the merchandising of the fast moving products in the market with high market share (Nyadzayo, Matanda, & Ewing, The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image, Journal of Business Research).

According to the research of blackwell (2012) which explained that the contention of the brand equity and brand value is depend on the purchasing power of the customers in the number of the individuals which are related to the standards of the purchasing power of the customers. The basic factors which are related to the arrangements of the companies according to the requirements of the customers to produces the products which are helpful in obtaining the certainty of the objectives which are used in the arrangements of the customers to learn about the impact of the brand on the behavior of customers. Customers are the elements of the market which define the selling units in the market (Sondoh, Omar, Wahid, Ismail, & Harun., 2007).

According to the research of Tauseef (2011), the purchasing behavior of the customers in the brand products with the different aspects of as spontaneous purchasing and the brand to be researched in the market. Willet (1967) described this fact in the research as the more buying capacity of customers give inspiration to the seller as it increases the cravings for the customer in the product more and attract the customers in the product. Beatty and ferrel (1998) in their research classifies the buying habit of the customers to purchase the better product in such way that it could be found in the different rates of the product evaluation (Fianto, Hadiwidjojo, & Aisjah., 2014). 

It could be simply evaluated that there is a relationship between the customers purchasing capacity and fashion industry in the market are connected with each other in such way that if one condition is fulfilled other is automatically necessary to get to complete the trend. It could be decided in the very first decision of the purchasing behavior of the customers in such manner that there may be maximum satisfaction in the product which are purchased by the customer to satisfy his need. So there are researches which are used to investigate the purchasing of the customers in such manner which is arranged in such way so it could be helpful in the grading of the product in the market.

Kulkarni S.H. (2001) recognized the customer’s behavior towards the durable goods which are dealing in the rural areas as according to the research, these things are most likely to change in the contemporary era of the advancement in the market. As there are increasing level of literacy rate which is helpful in the brand awareness in the market among the people which is helpful in the better decision making in the market. Brand awareness is always on the top when you are going to calculate the brand value in the market. The activities which are using in the rural cluster of the customers to find the ability of the people to learn about the brand effects on the use of brand products (Nyadzayo & Khajehzadeh., 2016).

In this findings there are many questions which are related to the durable goods in the market which are used in the daily routine to consume these products in a proper way and their feedbacks are analyzed with the purchasing power which are determined according to the unit sold in the market. For this purpose, companies are most likely to focus on the marketing particularly in the digital marketing of TV as there are a number of customers which are based on the female who are housewives to and there are more chances to approach to their minds are the TV. Organizations are the working on these marketing strategies in the urban areas as well as rural areas to get the mind differentiation in the capacity of the people. With the increasing use of brand products, people are more concern and there is increase in the thinking capacity in the people to learn about the quality of the product in such way so they could learn about the better consumption of their income in efficient way.

Chandra sehkar (2004) has explained in his research the consumer behavior of the customers as the markets on provincial levels with two aspects of rural and urban areas of the customers. The first is urban which explained as urban areas are metropolitan which make the products which could be implemented in the market which is acceptable in the minor change in the market activities. On the other hand, there are aspect of rural marketing which is required to improve the compatibility of the product in the mind of customers.

 There are different factors which are used in the derived of consumer behavior according to the different type of brand available in the market. According to these retention consumers decides what to purchase in the market with the available resources. There are several dimensions on which consumers are loyal to the products. Companies are required to improve the customer retention for which they have to invest five times more cost in the market to attain the share of investment. Customer loyalty is considered as more important which refers to the organization with the better improvements. When a customer is loyal with the product which is purchasing and consuming this product on regular basis there are more chance to increase the brand equity in the market. Whenever the customers are loyal with the products there are more chances to gain the productivity in the market by gaining the market share in the market. With the increasing rate of the business globalization in the market of the products, it may be increase in the competition in the market as well (Chen, Chen, & Huang, 2012). Brands make the feeling of different position in many buyers which at the appointed time the feeling of appreciation and consuming individual brand items is the new pattern of style. Individuals feel happiness when they are supposed in the public ground, relateing to loved ones in relationship of clear brand which is generally utilized by an individual. Currently, individuals need to have very thing marked from the food they eat, garments they wear to the improvement of their homes. Status and famous utilization are extra factors which influence the buyer conduct. Buyers currently utilize the costly and marked items so as to show their status and make standards. The brands which are utilized for magnificent the excessiveness, influence and riches are known as status brands. The desire to have a high status is the factor which restricts the individuals to utilize marks as big toy. Brands are consumed to show that the individual who utilized it is extraordinarily status aware, popular and wealthy and these brands can be classified as status brands. As the desire expands the utilization of brands increments, it increase market share of brands in market (Saeed, et al., 2013).

When brand products are represented in the market there are different opportunities which required to showing of wealth so we could be said an auspicious consumption of customers towards the brand. In this way, it is very important element in the consumer behavior influencing the market and also it relates to the impacting of the changing the customers behavior. Brands are most likely to be used by the wealthy women in the high standard. It is most likely trending in the Pakistan that if you have more public rich there must be more brand in the market as rich people are most concern with the brand using. Moreover, there are also arguments that there are people who are more consuming the income on fashion are more helpful in the branding of the products. Customers ought to have the Brand mindfulness.

It is primarily incorporates with the concentration to mark and the data or picture of brand in the mind of buyers. Awareness of brands help to the buyers to review the brands effectively and it makes a positive picture about the brand in mind of customers. People who are well-familiar with brand prompt the formation of brand picture in the mind of customers which helps in future achievement of a similar item. Brand picture is essentially the relationship and connection of customer’s connection with the brand. At a specific point he considered it, the picture of brand imply how the brand looks and its consumption of a ring. Then again relationship of customers with brands has massive impact on buyer conduct. Relationship with the brands work through trust and accomplishment gave by the brand to buyers and execution and trust prompts the connection with the brand. To make a relationship in long drag with brands, connection and relationship with the brand is essential in light of the fact that these are the factors that influence the present and future costs of customers in proper way. Relationship with a brand additionally enables the customers in careful the changing to cost. Brand Image and Brand Awareness prompts Brand Knowledge in the market to the customers (Lien, Wen, Huang, & Wu., 2015).

Research methodology of Brand Image and Its Effect on The Customer’s Behavior

 With the changing demand of the customers and changing trends in the fashion industry there are chances to improve the progress and development of the brand in such way so that it could be prevail in the market with best utilization. There are quantitative research methods which are used in the data collection from the market. The study is based on the population which is totally based in market and common people in the market. There are quantitative methods which are used in the investigation as these are considered reasonable aspects in the market. These methods are appropriate in the testing function of the research and could be helpful in the demonstration in the reliable resources of the factors which are studied in the research. Population is based on the common public and the respondents are the user of the product. Brand using people are used as population in the research and questionnaire survey is conducted in the study to learn about the brand effects on the customers. In the present work different dependent and independent variables are considered to extract research outcomes. The dependent variables are brand image, price, and awareness. On contrary, the dependent variables are consumer purchases and consumer purchasing behavior.

There are some people who in the favor of brand and some are price conscious who prefer to purchase the local products which are helpful in cost saving mode. People are presented as respondents which represents the brand effects in proper way. As described by the examination of Table I, the dependability of my searching is .896 or 89.6% and the quantities of things which are assessed are 42. The stanch quality worth is high and it shows that the examination is legitimate to 89.6% out of 100%.

Table. 1

Table .2 Gender

The research methodology utilized for investigation is review by utilizing the surveys. survey was conducted among 80 individuals. On principle of examination of Table II, the absolute number of reactions of surveys was 78, from which 44 were male and 33 were females. The authenticity rate is close to 100. In the SPSS, the mark given to male was 1 and for the female it was 2.

Table 3 income group-s of respondents of questionnaire

As per the above table 3, there were five pay gatherings. Every ha its own recurrence as indicated by the quantity of Reponses and the total rate is 100 %. The scale utilized is 1-5. Brand information incorporates brand differentiation and brand picture. As indicated by the Table 3, which is known as coefficient table and there is income analysis of the customers who are using brand, difficulty of brand differentiation in influencing the customer conduct subordinate variable is 0.001, which is exceptionally high level and 0.001<0.05. It shows that brand information greatly affects purchaser conduct and the coefficient esteem is factually huge and unique in relation to 0.

Figure 2 shows that more the purchaser knows about brand information, more he will be receptive to the brand and he will purchase that equivalent marked item over and over. Brand mindfulness and a decent brand picture add to the brand information which thus influences the purchaser purchasing behavior. The more the brand information, the more the customers will be worried about the dependability of brand. It he thought it is dependable as represented by his insight level. He will purchase that item till his needs stay same. As the requirements will change, dependability level will change which will prompts the exchanging conduct of customers. So it is demonstrated by the analysis of Table 3 that there is a positive connection and circumstances and logical results relationship among brand information and Consumer purchasing conduct. Buyer purchasing conduct will increment or diminishing with brand information (Namkung & Jang., 2013). Consequently, the primary theory is demonstrated and acknowledged.

References of Brand Image and Its Effect on The Customer’s Behavior

Chen, C.-C., Chen, P.-K., & Huang, C.-E. (2012). "Brands and consumer behavior. Social Behavior and Personality: an international journal , 40 (1), 105-114.

Fianto, A. Y., Hadiwidjojo, D., & Aisjah., S. (2014). The influence of brand image on purchase behaviour through brand trust. Business Management and Strategy , 5 (2), 58.

Greve, G. (2014). "The moderating effect of customer engagement on the brand image–brand loyalty relationship. Procedia-Social and Behavioral Sciences , 148, 203-210.

Jalilvand, M. R., & Samiei, N. (2012). "The effect of electronic word of mouth on brand image and purchase intention.". Marketing Intelligence & Planning .

Kandampully, J., Juwaheer, T. D., & Hu, H.-H. (2011). The influence of a hotel firm's quality of service and image and its effect on tourism customer loyalty.". International Journal of Hospitality & Tourism Administration , 12 (1), 21-42.

Lien, C.-H., Wen, M.-J., Huang, L.-C., & Wu., K.-L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review , 20 (4), 210-218.

Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., et al. (2013). "Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal , 23 (1), 117-122.

Namkung, Y., & Jang., S. S. (2013). "Effects of restaurant green practices on brand equity formation: do green practices really matter? International Journal of Hospitality Management , 33, 85-95.

Nyadzayo, M. W., & Khajehzadeh., S. (2016). "The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services , 30, 262-270.

Nyadzayo, M. W., Matanda, M. J., & Ewing, M. T. (Journal of Business Research). The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image. Journal of Business Research , 68 (9), 1886-1894.

Saeed, R., Lodhi, R. N., Mehmood, A., Ishfaque, U., Dustgeer, F., Sami, A., et al. (2013). "Effect of brand image on brand loyalty and role of customer satisfaction in it. World Applied Sciences Journal , 10, 1364-1370.

Sondoh, S. L., Omar, M. W., Wahid, N. A., Ismail, I., & Harun., A. (2007). The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic. Asian Academy of Management Journal , 12 (1), 83-107.

Srivastava, K., & Sharma, N. K. (2013). Service quality, corporate brand image, and switching behavior: The mediating role of customer satisfaction and repurchase intention. Services Marketing Quarterly , 34 (4), 274-291.

Syed, S. F., & Kitchen, P. J. (2014). Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?. Journal of Business research , 67 (11), 2324-2336.