[The brand image of a product impact impulse purchasing behaviour” - Case of soft drinks”]

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ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

ABSTRACT

The aim of this study is to analyse how does brand image of a product impact impulse purchasing behaviour”, the case of carbonated soft drinks. The study employed a mixed methodology and a sample population of 120 subjects through convenience sampling, it was found that the brand loyalty for the soft drinks among consumers is strong and they are well related to their brand of choice. The taste, price and advertisement have a greatest impact on the brand preference of the consumers. In light of this study, it is suggested that the marketers need to focus on the cues that the consumers consider important for a soft drink like packaging, brand image and taste.

Table of Contents

ACKNOWLEDGEMENT1

ABSTRACT2

TABLE OF CONTENTS3

CHAPTER 3: RESEARCH METHODOLOGY5

INTRODUCTION5

Qualitative and Quantitative Methods6

Quantitative Method7

Qualitative Research8

Assumptions of Qualitative and Quantitative Researches8

Advantages and Disadvantages9

Selected Method for the Research10

Sample Selection10

Sampling11

Research Design11

Secondary Data12

Research Philosophy13

Literature Search13

Validity14

Justification for using Mixed Research Methodology14

Data analysis15

Ethical Consideration15

CHAPTER 4: ANALYSIS17

Question 118

Question 219

Question 321

Quesiton 422

Question 523

Question 624

Question 725

Question 827

Question 927

Summary30

CHAPTER 5: DISCUSSION AND CONCLUSION34

Brand Preference34

Purchase Intentions36

Recommendations40

Conclusion43

REFERENCES47

APPENDIX52

Questionnaire52

CHAPTER 3: RESEARCH METHODOLOGY

Introduction

The objective of the research was to identify the primary concepts and relationships between branding, consumers, impulsive buying as well as brand image and branding strategies. This study hopes to analyse the relationship that emerges when examining branding as an integral element of a business. For any given business, customers and consumers are of utmost importance. The success of modern companies such as Apple and Samsung rely mainly on the strong loyalty of their customers and the extent to which people prefer these brands. Branding is an important element that leads to higher brand preference and loyalty. Ultimately, higher brand preference leads to higher sales volume and growth for the company. When it comes to buying behaviour, a customer can either buy a product through impulse or by careful planning and thought. Impulse buying usually applies to products that are of general use and have a lot of substitutes available. FMCGs and products with short lives and generalized usage are usually bought through impulse. This impulse can only be countered if a product in that category has created an extremely strong brand liking and preference. For example, when a person walks into a store to buy a kitchen handkerchief, he does not usually have a specific brand in mind. He or she would just buy the one that seems the most appropriate. On the other hand, a person walking into an Apple Store would know exactly what he wants to buy. This is non-impulsive buying. To analyse and study the effect of impulsive buying on consumers and their relationship to branding, this research paper aims to collect primary and secondary data that would best serve the purpose of this research.

The main answers that the researcher seeks through this paper are that what ...