Reference no: EM131193530 , Length: 15000 Words

Write Dissertation on Title: How does branding strategies have an impact on consumer buying behavior towards fashion industry in the united kingdom- a case study of GUCCI..

The Fashion industry is one such industry which thrives on the concept of change. The Fashion of the people keeps changing. The fashion industry has to keep a constant pace with the changing trends of the modern society. The Brand image of the fashion industry is the one aspect which remains constant in this industry which is otherwise marked by change. The Fashion industry like every other industry has to mobilise all its strength towards creating and uplifting a brand name and brand image for itself .Any individual company belonging to the fashion industry has to undertake adequate measures in order to create an awareness of itself in the minds of its consumers. In the modern world of consumer culture the fate of any company depends upon its consumers. The consumers or the customers are ultimately responsible for the success or failure of the company. Thus the first and foremost responsibility of any particular company is to create an awareness of its existence in the hearts and minds of the consumers (Weilbacher,1993). The consumer culture of the modern world has placed an inestimable value upon the consumers who are looked upon by all the varied and different industries to be the King. No industry in the modern world of globalisation, privatisation and liberalisation can afford to make any one of its consumers or customers dissatisfied. A single dissatisfied customer has potential to spoil the brand name or brand image of a company though word of mouth or negative publicity. To the contrary a single satisfied customer can promote the brand image of the company through word of mouth or positive publicity. The fashion industry must cater to the specific needs of the customers

Your dissertation must be written in 15000 words count and follow proper formatting and referencing. Minimum 25 references required and it should be included with Appendix and QUESTIONNAIRE in end of the report.

Words Limit: 15,000

References: Minimum 25

Table of Index

• Chapter 1: Introduction 4
• 1.1) Introduction to the Research 4
• 1.2) Research Background: 5
• 1.3) Rationale of the Research 7
• 1.4) Research Aims & Objective: 8
• 1.5) Research Questions: 8
• 1.6)  Research Structure 9
• Chapter 2: Literature Review 9
• 2.1 Introduction: 9
• 2.1 Branding and Branding Strategies 10
• 2.1.1 Importance of Branding and Branding Strategies 12
• 2.2 Branding and Consumer Behavior 13
• 2.3 Impact of Branding Strategies on Consumer Behavior 15
• 2.5) Models of customers buying behaviour 19
• 2.5.1) Classic Purchase Behavior Model: 19
• Chapter 3: Research Methodology: 20
• 3.1) Research Design: 20
• 3.1.1) Data Collection Methods: 20
• 3.1.2) Methodology for Qualitative Research 21
• 3.1.3) Methodology for Quantitative Research 21
• 3.2) Questionnaire Survey 21
• 3.3) Sample Size 22
• 3.4) Ethical Considerations of the Research 22
• Chapter 4: Data Analysis and Findings: 23
• 4.1) Introduction: 23
• 4.2) Frequencies: 24
• Analysis: 27
• 4.2) Cross tabulation: 27
• 4.3) Analysis of Variances (ANOVA): 35
• 4.3.1) Oneway ANOVA (Customer Satisfaction with Influence with Buying decisions ) 35
• 4.3.2) Oneway ANOVA (Attitude toward the brand  with Customer satisfaction) 36
• 4.3.3) Oneway ANOVA ( Influence on Buying Decision with Attitude toward the brand) 36
• 4.4) Regression Analysis: 37
• Chapter 1: Introduction 4
• 1.1) Introduction to the Research 4
• 1.2) Research Background: 5
• 1.3) Rationale of the Research 7
• 1.4) Research Aims & Objective: 8
• 1.5) Research Questions: 8
• 1.6)  Research Structure 9
• Chapter 2: Literature Review 9
• 2.1 Introduction: 9
• 2.1 Branding and Branding Strategies 10
• 2.1.1 Importance of Branding and Branding Strategies 12
• 2.2 Branding and Consumer Behavior 13
• 2.3 Impact of Branding Strategies on Consumer Behavior 15
• 2.5) Models of customers buying behaviour 19
• 2.5.1) Classic Purchase Behavior Model: 19
• Chapter 3: Research Methodology: 20
• 3.1) Research Design: 20
• 3.1.1) Data Collection Methods: 20
• 3.1.2) Methodology for Qualitative Research 21
• 3.1.3) Methodology for Quantitative Research 21
• 3.2) Questionnaire Survey 21
• 3.3) Sample Size 22
• 3.4) Ethical Considerations of the Research 22
• Chapter 4: Data Analysis and Findings: 23
• 4.1) Introduction: 23
• 4.2) Frequencies: 24
• Analysis: 27
• 4.2) Cross tabulation: 27
• 4.3) Analysis of Variances (ANOVA): 35
• 4.3.1) Oneway ANOVA (Customer Satisfaction with Influence with Buying decisions ) 35
• 4.3.2) Oneway ANOVA (Attitude toward the brand  with Customer satisfaction) 36
• 4.3.3) Oneway ANOVA ( Influence on Buying Decision with Attitude toward the brand) 36
• 4.4) Regression Analysis: 37
• 4.5) Paired T-Test 38
• 4.5.1) Paired T –test (Customer Satisfaction & Attitude toward the Brand) 39
• 4.5.2) Paired T –test (Customer Satisfaction & Influence on Buying Decisions) 40
• 4.5.1) Paired T –test ( Influence toward the Brand & Attitude toward the Brand) 41
• Chapter 5: Conclusion & Recommendation: 43
• 5.1) Conclusion 43
• 5.2) Recommendations 45
• References 47
• APPENDIX 1: 50
• QUESTIONNAIRE: 50