BRANDING

How brand influences buyers' decision: a review of traditional mobile vs. IPhone: A study of university students at BPP University College.

DECLARATION

I, (), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

Signature:

1.0 Introduction4

1.1 The presentation of the topic4

2.0 Literature review5

2.1 The concept of 'Brand'5

2.2 Branding is not an art6

2.3 Impact of brand upon buying decision7

2.4 Brand; as a tool to shape consumer preferences8

2.5 Luxury goods and branding9

2.6 Branding initiates in traditional cell phone industry10

2.7 The shift from traditional phone to I-phone10

3.0 Research objectives13

4.0 Research questions14

5.0 Hypothesis14

6.0 Methodology14

6.1 Research Philosophy14

6.2 Research Design15

7.0 Ethical considerations16

8.0 Sampling strategy17

8.1 Data Collection17

8.2 Sample size and Demography18

8.3 Timescale19

Bibliography20

Brand influences on buyers decision

1.0 Introduction

The intervention of phenomenon of marketing mechanics and consumer behaviour theories has led to the development of brand identities (Aker, 2011, pp. 231-273), as well as, a great impact casted by them upon the consumer perceptions and preferences in all the goods they buy. Branding pertain to the description that entails the concept of approaching consumer with a unique identity, as well as, a promise to deliver a unique attribute or a bunch of attributes tailored to the needs and preferences of the target class.

Formally, the term brand is defined as the unique identity of the producer of the product. The foundation of brand has been based upon the features and attributes associated with the product or products, as well as, distinction it delivers to the customers in a long term basis (Healey, 2008, 36-102).

1.1 The presentation of the topic

The topic pertains to assess the significance of branding in the industry of mobile phones. The rationale for choosing the topic pertains to the idea that buyer decisions are widely and mostly as function of brand influences, whereas, the phenomenon is prevalent for every product pertains to the class of luxury goods, and therefore, the topic justifies the influence of branding while a customer makes a purchase.

The topic investigates the impact of branding that led the wide global audience in all parts of the world to a shift from a traditional mobile phone to an I-phone. iPhone is a smart phone produced by Apple Inc. with IOS operating system The key reason is clear and evident, Apple, which is the multinational firm and produce consumer electronic goods such as mobile computers, laptos etc. was the first firm to produce Smartphone. Smartphone is a mobile phone with the modern computing features and mobile operating system and extra features as compared to traditional mobile phones. Apple adhered to the premise that computing should be on the go, so as to fulfil the requirements of the world around. However, the whole idea does not limit to inventing a new Smartphone but to ensure the people that they are going to ...