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

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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 _________________

ABSTRACT

This research study is an attempt to explore the effects that brand equity has ont eh consumers buying behaviour of Marks and Spencer. The most essential objective for any organisation is to attain successful brand equity. Brand equity is the association between the brand and its consumers that the consumers relish. The brand equity can be gauged from three major perspectives, which are the financial perspective, as to how much extra is the consumer willing to pay for your brand; a high brand equity paves way for the further brand extension, consumers revere a strong brand as the symbol of excellence, and any other extension made in that brand, with respect to the product addition or any other factors will be warmly received by the consumers. Most importantly the trust of the consumers denotes the actual brand equity. The consumers' reliance on the existing and potential products the brand, offer strengthen the equity even more. The methodology adopted for this research study is quantitative in nature. A questionnaire was composed in order to conduct a survey that obtained responses from the consumers of Marks and Spencer. The findings of the research study has been analysed and conclusions have been provided. The brand equity of Marks and Spencer is strong and has a positive effect on the buying behaviours of the consumers.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

LIST OF FIGURESVII

CHAPTER 1: INTRODUCTION1

1.1 Background of the Study2

1.2 Consumer Purchasing Behaviour3

1.4 Rationale3

1.5 Research Purpose3

1.6 Research ...