Effects of brand equity on the consumers' purchasing behaviour: Case study of Marks & Spencer in London

By

ACKNOWLEDGEMENT

No words can express my appreciation and gratitude to my research advisor _______ through the course of this research, Professor _____has taught me numerous values that extend well beyond the realm of _________ (Your Subject Name). His emphasis on dedication to work and his valuable and practical insights of life are some of the major highlights of my education at The University _________. To Professor _____, I say with great respect, thank you very much.

It is a great honour for me to have Professor _______ on my dissertation committee. His insightful suggestions and comments are a major asset to this research. I learned so much from Professor ______, and I will always remember him as a truly superb teacher. To Professor _____, I am greatly indebted.

I would like to thank Professor ______ for his contribution to this research. Professor _____ has provided me with essential input and guidance as an outside member of my committee. His remarks and suggestions are greatly appreciated.

I would like to thank _____________ for the support they had provided me throughout the research project.

I would like to thank _____________ for their support and help in this research.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for the academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER 1: INTRODUCTION1

1.1 Background of the Study2

1.2 Consumer Purchasing Behaviour4

1.3 Problem Statement6

1.4 Rationale7

1.5 Research Purpose8

1.6 Research Objectives8

1.7 Research Questions8

1.8 Scope of the research9

1.9 Ethical Concerns9

CHAPTER 2: LITERATURE REVIEW11

2.1 Introduction11

2.2 Consumer Behaviour and Attitudes11

2.3 Theories of Consumer Behaviour12

2.4 Brand Building13

2.4.1 Target Market and Segmentation13

2.4.2 Brand Positioning14

2.4.3 Brand Equity14

2.4.4 Brand Image15

2.5 Consumer Purchasing Decisions16

2.5.1 Brand Perception16

2.5.2 Attitudes and Beliefs17

2.5.3 Motivation17

2.6 Case Study: Marks and Spencer18

2.6.1 Company Profile18

2.6.2 Consumer Buying in Mark & Spencer19

2.6.3 Marks and Spencer Strategies19

2.6.4 Brand Equity of Marks and Spencer20

2.6.5 Effects of brand equity of M&S on consumer behaviour21

REFERENCES23

APPENDICES27

Appendix A: Questionnaire27

Appendix B: Chapter 3: Methodology30

3.1 Methodology can be Employed30

3.2 Methodology Employed30

3.3 Research Design31

3.4 Rationale of chosen Methodology31

3.5 Data Collection and Analysis32

3.6 Selection of Participants32

3.7 Research Approach33

3.8 Instrument34

3.8.1 Likert Scale34

3.9 Survey Questionnaire34

3.10 Case Study35

3.11 Reliability and Validity35

3.12 Informed Consent36

3.13 Limitations of Research36

CHAPTER 1: INTRODUCTION

Marks and Spencer Plc. (commonly known as M&S) is one of the well-known UK retailer focused on selling of clothing, home product and food, which has more than 700 retail outlets locations across thirty four countries where the group sells almost everything from clothing to foods under the name and trademark of St. Michael in another 300 outlets in the U.K. At present, Marks and Spencer doesn't use the trademark of St. Michael all over the world, M&S, brand name is well established and consumer recognize it all over the world. As report published by M&S in 2011, this company has its store in the UK and 42 ...