Dissertation Title:

ANALYSING THE IMPACT OF BRAND IMAGE ON

CONSUMERS BUYING BEHAVIOUR: A CASE STUDY

OF WAITROSE.

Submitted By:

Fahmina Salmi Juice

Student Number 12026

Word count (12,671)

Abstract

The current dissertation intends to investigate an evaluation into consumer behaviour & its

alignment to brand image related to Waitrose. Organizations continuously trying to cope up

with the challenging business environment & Nowadays numerous of brands current

everywhere in market place as a result it become very straightforward for a purchaser to

befall puzzled at their purchasing time organizations trying to adjust or alter its consumer

behaviour with time to get maximum benefit from the market. Therefore the current study

would like to focus on consumer behaviour & its alignment to brand image.

The current dissertation also focused on related issues on strategies of branding, elements of

branding. These days business environment is so competitive & business organizations across

the globe continuously trying to build a strong brand appeal in the minds of the customers

making a difference from the competitors. To make a brand very unique from competitors

consumer behaviour plays a key role in order to distinguish this brand & making it special to

the customers. Consumer behaviour builds a strong foundation in enhancing brand appeal &

brand equity in the minds of the customers (Keller & Lehmann, 2006).

The study will use both quantitative & qualitative systems & method to conduct the research

to find out about the Brand image of Waitrose & its impact on consumer behaviour. The

qualitative techniques would be used mainly because it would permit the understanding of the

mass people consumers, their thinking about the brand image of Waitrose & what are the

factors that brings them to Waitrose. There were 62 samples collected in the form of

questionnaire for processing & analysing the data. The study also highlighted how Waitrose

respond in their consumer behaviour regarding the brand image & how they work for

positioning their brand for upfront market segments.

The majority of the customers considered that the Waitrose essentially signifies an exclusive

retailing brand as compared to others retail super markets for example Tesco, Sainsbury,

ASDA. The 80% of total respondents voted Waitrose as exclusive brand for retail super

markets. Also from the research according to the majority of the customers of Waitrose

Putney branch, the quality of Waitrose product is excellent as compared to other supermarket

pg. I

chains (for example Tesco, ASDA, Sainsbury) as Waitrose focused on quality products for

affluent consumers.

The study evaluated the Waitrose consumer & strategic behaviour in response to creating &

developing a unique brand coupled with brand image focused mainly on niche based

customer segment along with application of a differentiated strategic business model to win.

pg. II

Acknowledgement

Firstly, my sincere gratitude to my respected supervisor for his continuous guidance,

suggestions & supervision for this dissertation. It would be impossible to finish the research

successfully without his continuous support & assistance. I also sincerely appreciate the

employees & customers of the Waitrose for helping me in collecting required data for this

study.

And finally, I wish to thank my family members & parents for their untiring support during

the course of this academic study. I am also extremely obliged to my university friends for

their true assistance in supporting me to accumulate secondary data from various accessible

sources throughout the study.

pg. III

Table of Contents

Abstract.......................................................................................................................................I

Acknowledgement....................................................................................................................III

Chapter 1: Introduction..............................................................................................................1

1.1 Introduction.................................................................................................................................1

1.2 Background of Research..............................................................................................................1

1.2.1 Intension of the Research..............................................................................................2

1.2.2 Research aims................................................................................................................2

1.3 Research problem........................................................................................................................3

1.4 Rationale of the Study.................................................................................................................3

1.5 Scope & company profile.............................................................................................................5

1.6 Research Objectives.....................................................................................................................5

Chapter 2: Literature Review.....................................................................................................7

2.1 Introduction.................................................................................................................................7

2.2 Branding......................................................................................................................................7

2.3 Brand Image: A Key Element of Branding....................................................................................8

2.4 Other Elements of Branding........................................................................................................9

2.5 Consumer Buying Behaviour:.....................................................................................................10

2.6 Psychographics analysis of Consumer........................................................................................12

2.7 Brand Image & Consumer Behaviour.........................................................................................12

2.8 Brand Equity..............................................................................................................................14

2.8.1 Competitive Advantages..............................................................................................14

2.8.2 Perceived quality:........................................................................................................14

2.8.3 Brand awareness:.........................................................................................................14

2.8.4 Brand association:........................................................................................................14

2.8.5 Brand Loyalty:..............................................................................................................15

2.9 Summary of Previous Researches..............................................................................................15pg. IV

2.10 Advantages of Strong Brand Image..........................................................................................15

2.11 Conceptual framework............................................................................................................16

Chapter 3: Research Methodology...........................................................................................18

3.1 Introduction...............................................................................................................................18

3.2 Research Philosophies...............................................................................................................19

3.2.1 Interpretivism..............................................................................................................19

3.3 Research approach....................................................................................................................20

3.4 Research strategy......................................................................................................................21

3.5 Research method.......................................................................................................................21

3.6 Data Collection..........................................................................................................................21

3.6.1 Survey timing...............................................................................................................21

3.6.2 Data Collection Methods.............................................................................................21

3.6.3 Sample size, data & place............................................................................................24

3.6.4 Sampling method.........................................................................................................24

3.6.5 Data analysis process & tools.......................................................................................25

3.7 Ethical & Legal liabilities............................................................................................................25

3.8 Review of Research limitation & future implication..................................................................26

3.8.1 Limitation.....................................................................................................................26

3.8.2 Accessibility issues.......................................................................................................26

3.8.3 Future implication of the research...............................................................................27

Chapter 4: Data Analysis & Discussion...................................................................................28

4.1 Introduction...............................................................................................................................28

4.2 Average Rate of Response.........................................................................................................28

4.3 Results & Findings of Questionnaire Survey..............................................................................28

4.4 Part One (Demographic Info).....................................................................................................28

4.4.1 Customers' Demographic Profile by AGE.....................................................................29

4.4.2 Customers' Demographic Profile by GENDER..............................................................29

4.4.3 Respondents Demographic Profile by Nationality........................................................30

pg. V

4.4.4 Respondents Demographic profile by OCCUPATIONS..................................................31

4.5 Part Two (General Statement Related to Waitrose Brand)........................................................32

4.5.1 How often do you purchase from Waitrose.................................................................32

4.5.2 Are you satisfied with Waitrose brand?.......................................................................33

4.5.3 The quality of Waitrose Product..................................................................................33

4.5.4 How do you feel shopping at Waitrose........................................................................34

4.5.5 Do you prefer Waitrose as exclusive brand.................................................................35

4.6 Discussion of Findings Related To Research Objectives.............................................................36

Chapter 5: Conclusion& Recommendation.............................................................................39

5.1 Conclusion.................................................................................................................................39

5.2 Recommendations.....................................................................................................................40

5.3 Further Areas of the Study.........................................................................................................41

5.4 Limitations of the Study.............................................................................................................42

References................................................................................................................................43

Appendix..................................................................................................................................46

pg. VI

List of tables

Table 1: Respondents' demographic profile by AGE 40

Table 2: Respondents' demographic profile by GENDER 40

Table 3: Respondents demographic profile by nationality 41

Table 4: Respondents demographic profile by occupations 42

Table 5: How often respondents purchase from Waitrose 43

Table 6: Satisfaction of customers having Waitrose brand 43

Table 7: Quality of Waitrose product 43

Table 8: Satisfaction of customer when shopping at Waitrose 43

Table 9: Customer preference on Waitrose as exclusive brand 43

List of figuresFigure 2.1: Consumer buying decision process flowchart (by author) 10

Figure 2.2: Influences on & off consumer behaviour (Lars Perner, 2008) 10

Figure 2.3: consumer decision making process (by author) 11

Figure 2.4: Conceptual framework (developed by author) 17

Figure 3.1: Research Onion (Source: Saunders et al. 2009) 19

Figure 4.1: Respondents' demographic profile by GENDER 30

Figure 4.2: Respondents demographic profile by nationality 31

Figure 4.3: How often respondents purchase from Waitrose 31

Figure 4.4: Satisfaction of customer when shopping at Waitrose 32

pg. VII

Chapter 1: Introduction

1.1 Introduction

Retail business success mainly depends on the satisfaction of the customers. And almost all

the organisations use different techniques to influence the buying behaviour of their

consumers & branding is one of them. Branding is very significant for a business

organization to convince their customers (Keller, 2002). These days business environment is

so competitive & business organizations across the globe continuously trying to build a

strong brand appeal in the minds of the customers making a difference from the competitors.

To identify & analyse brand image impact on consumer buying behaviour, Waitrose, UK is

the chosen sample organisation for the study. Waitrose already established them as a superior

brand in UK retail business. They have lots of loyal a regular customer who trust on Waitrose

brand & loyal to them. As a result the research on the brand image of Waitrose & its impact

on consumers buying behaviour will give opportunity to analyse & identify the impact of

brand image on the consumer purchasing decision. Waitrose was established in 1904 &

merged with John Lewis from 1937 & it performing business as chain of super market since

1955. (Waitrose consumer website, 2014).

1.2 Background of Research

Now a day’s business organizations are facing high competition while running their business.

Because of open business policy or globalization different kinds of brands are available

throughout the market. In this situation organizations are trying to find an alternative to

remain competitive in the global business scenario & many have identified consumer

behaviour can play a vital role here & it is related to the Brand image of the business.

Branding of a product is considered to be central to a marketing strategy. High & quality

production could not always ensure success of a product but instead it’s the brand image that

sells today. An outstanding consumer behaviour in an organisation helps to maintain its brand

image as well & it helps the survival of a product.

Consumer behaviour is the behaviour of an organisation when considered as a single body.

The behaviour of an organisation when it is taken or considered as a single body is termed as

pg. 1

consumer behaviour (Kent & Allen, 1994). The behaviour of an organisation is directly

likened by its culture & how it is controlled. In this challenging environment the behaviour of

an organisation is changing continuously to cope up with the current challenging business

world. It is important for small scale business owners who don't have the promotional

strategies of big competition. When a product or service has a distinctive name, visual

appearance & image, it is less complicated for consumers to find in a congested marketplace.

A very good brand name can certainly influence consumer behaviour because they build

emotional relationships & reinforcing buying behaviour (Keller & Lehmann, 2006).

Consumer behaviour builds up of the people working in an organisation, the way the run the

organisation, their values, culture, the way they perform their duties, behave with the co-

worker, norm, experience even the sexual orientation & respect for others (Ambler &

Barrow, 2009).

1.2.1 Intension of the Research

Branding plays a key role to attract customers & make them loyal to the product which they

want to buy from a selected business organization. Companies utilize brand image as

marketing tool & their consumer behaviour in order to obtain a high degree of brand equity

within the competitive business environment (Rao et al., 2004). This research will analyse the

evaluation of the consumer behaviour of Waitrose & its alignment to the branding strategies

of wait rose & how it creates impact on their customer & influence on the decision of the

customer. This will also provide us the information about how Waitrose develops their brand

image to influence their customers, which helps them survive in the competitive market &

make profit.

1.2.2 Research aims

The aim for this research is to analyse what kind of impact does organisations brand image

create on the consumers buying behaviour. This research will investigate & analyse exactly

what kind of impact does the brand image of Waitrose influence the buying behaviour of

current& potential customers. Consumer behaviour coupled with brand image both catch the

attention of customers by promoting the value based offering, prestige & indigenous lifestyle

of the customers. The procedure that business organizations utilize for building a sustainable

& differential advantage through working with human nature is called Branding.

pg. 2

When a consumer is comfortable with a certain brand type his is most likely to avoid & reject

other brands of same category or product.

This represents that by developing a unique brand, customer loyalty & brand identity a strong

brand image can be formed which is extensively important for understanding consumer

behaviour (Rooney, 1995). Therefore, brand image has a significant impact on consumer

behaviour.

1.3 Research problem

According to the abovementioned discussion the idea & design of the planned dissertation is

to gain a deep understanding & insight about consumer behaviour & its alignment to the

branding strategies of Waitrose & how it creates impact in the minds of the customers & their

buying behaviour & purchasing decision. Research question is being formed & developed to

clearly understand the gap between theory & practice & understanding of the problem. The

proposed dissertation or study will be based on the Waitrose Putney UK & the author would

like to emphasize on consumer behaviour of Waitrose & its alignment with brand image

linked to create a positive impact on their customers & make a difference from the other

competitors. All the research needs to have some specific Aim & question. It is necessary to

know why the research needs to done. What will be the hypothetical outcome of the research

& does is relevant to the present world. The planned research question would certainly enable

the author to understand the main topic of the proposed research. For this research work the

selected research questions are:-

What kind of impact does organisations (Waitrose) brand image creates on their

consumer buying behaviour?

What are the main factors that develop impact on consumer buying behaviour?

What Waitrose as a well-known brand is doing to ensure that their customers are

satisfied with their brand?

1.4 Rationale of the Study

Organizations continuously trying to cope up with the challenging business environment &

Nowadays numerous of brands current everywhere in market place as a result it become very

straightforward for a purchaser to befall puzzled at their purchasing time organizations trying

to adjust or alter its consumer behaviour with time to get maximum benefit from the market.

pg. 3

The study on “Analysing the impact of brand image on consumers buying behaviour” will

explain the diverse aspects or consumer behaviour & its alignment to brand strategies of the

organisation. The study will also show how an organisation set up its consumer strategies &

how it is linked with the brand image & the branding strategies. This study will reconsider

what shopper thinks of Waitrose while purchasing their manufactured goods & how the

organizations maintaining its consumer behaviour to get the maximum from its brand image.

In regards to branding, it is very significant to recognize how brand impartiality, brand

images have been altering the customer discernment of a product.

Branding plays a vital role in order to differentiate an organization’s for example Waitrose

goods & services from its competitors for example Tesco, ASDA & J Sainsbury. Brands area

guarantee of consistency. They are ensure quality products for the valued customers, who are

regular to that brand. Brands are offering valued customers unique perceived benefits that are

not provided in other products. Both these tangible perceived & intangible perceived benefits

influence customers buying behaviour & buying decision &establish good customer loyalty.

The Waitrose symbol gives a picture of their excellence, brand image & superiority.

A prospective consumer could be absolutely prejudiced by the brand image of an

organisation like Waitrose. Lots of consumers also emotionally concerned to the organisation

or a manufactured goods because of brand image that has been shaped by its long time

reputation & services. Brand image is aggregation of service, product quality, & after buying

service. A great brand image is instantaneously celebrated & recommended by the current

clients. A first-class brand image of a company could pretence warning to their competitors.

Waitrose also strengthens the company image by providing outstanding covering, excellent

offers as well as advertisements. A small change in brand image & strategic business model

could positively impact on Waitrose’s brand & lead to create a large base of loyal customer.

A prospective consumer could be absolutely prejudiced by the brand image of an

organisation like Waitrose. A lot of consumers also emotionally concerned to the

organisation or a manufactured goods because of brand image that has been shaped by its

long time reputation & services. Brand image is aggregation of after sell service, service &

product quality. A great brand image is instantaneously celebrated & recommended by the

current clients. A first-class brand image of a company could pretence warning to their

pg. 4

competitors. Waitrose also strengthens the company image by providing outstanding

covering, excellent offers as well as extraordinary services (Srinivasan & Fukawa, 2007).

1.5 Scope & company profile

In current period almost every organization regularly works consistently to manipulate their

purchaser in diverse way. As popular retail organisation Waitrose is trying its best to generate

an influence their customer while purchasing anything & trying to create developed strategy

to boost their sales & services to their consumer.

David Taylor, Arthur Rose & Wallace Waite had opened their business in London in 1904

with the opening of one shop. Later on, this little shop became the one of the leader of all the

super market chain in UK. Now this is name as Waitrose. Waitrose become merged with

John Lewis from 1937 & it performing business as chain of super market since 1955.

Waitrose presently have more than 300 workers &across all over theUK they have almost

250 branches (Waitrose consumer website, 2014). Waitrose is now a chain of superstore

offering range of commodities. It has the status of a fair & excellence. Waitrose is devoted to

supply best product & service to make sure their customer & employees are satisfied.

Recently Waitrose has come into sight as a finer brand in the contrast to their opponent, like

Tesco, Sainsbury’s, & ASDA.

Waitrose official website says that “We are trading what our purchaser likes. Waitrose trade

name turn in to very accepted to consumer that consumer purchase their manufactured

goods without judgment second time if the chief objective is quality .Waitrose is dedicated to

excellence product in reasonable price, easy shopping techniques, Nice shopping atmosphere

& enormous consumer facility & all of these create their brand name well-liked in the retail

market. Waitrose has been updating to the newest technologies in regular basis & also offers

online shopping & home delivery services. These conveniences facilitate shopping with even

more suitable for the customers (Waitrose consumer website, 2014). Waitrose opened

branches all over the United Kingdom in recent year to boosts its pioneer service. Recently

Waitrose & John Lewis have approximately 67000 workers according to Waitrose official

website. Their yearly revenue is roughly 8 billion (waitrose.com, 2014).

pg. 5

1.6 Research Objectives

Before doing any work it is necessary to select the aim & objective of the work. In case of

any research it is more important to know the aim & objectives of the research. It should be

specific. The research will be conducted to fulfil the aim the research. The main objectives

behind this research are

To analyse the brand image of Waitrose

To analyse consumer buying behaviour of Waitrose

To investigate the impact of brand image on the consumer buying behaviour

To provide recommendations to Waitrose to improve its brand image to influence

consumer buying behaviour

pg. 6

Chapter 2: Literature Review

2.1 Introduction

Literature review can be described as a general description of prevailing literatures in a

specified area of interest. This chapter is a specific investigation of the research which is

connected &highly related to the concerned issue. (Gall et al, 1996). These days competitive

business era, branding plays a significant role in enhancing brand equity & brand image on

the customer mind & make a difference from other competitors offering same products &

services & it also facilitate to stand out from the competitors.

2.2 Branding

Branding plays a key role to attract customers & make them loyal to the product which they

want to buy from a selected business organization. (Aaker, 1991). There are lots of similar

types of brands available in the market. Generally brand name is a name of a product or the

organisation that can be decisive for the achievement for the organisation to reach its goal.

The symbol also is an essential part of branding (Heding et al., 2009). The Waitrose symbol

gives a picture of their excellence, brand image & superiority.

Sometime customers become confused while choosing the right organisation to purchase the

product & services. This is the superior brand image of Waitrose that makes their current

customers loyal & influencing new potential customers regularly. So identification &

analysing the impact of brand image to the customer is a very important in this current

competitive retail business world.

Product & customer service differentiation is typically the beginning point for the branding

course of action. So in this competitive business analysing the brand image of an organisation

& its impact on consumers buying behaviour is an emerging issues in current competitive

business environment. Branding plays a vital role in order to differentiate an organization’s

for example Waitrose goods & services from its competitors for example Tesco, ASDA & J

Sainsbury. Where relationship are long-lasting & powerful, clients are more likely to gain

positive perception of the brand & its features and at the same time a negative perception of

competition. Which will make them resistant & adaptable to inconsistencies. (Holt,

pg. 7

2004)brand paternalism is the Most effective type of brand and consumer relationship. So

that loyal dedicated customers are not likely to consume other brands Still sometimes

products & services are not alternatives to one another in terms of purchase & consumption.

(Boyle, 2007).

Brands is not a new phenomenon at all & it has been in existence for more than a couple of

hundred years however never has any group of people & society before experienced the

power of branding as it is seen these days. Brands are usually common phenomenon in each

& every aspect of human life. For example, brands involve in production & consumption of

goods & services, clothing, lifestyle & personality along with western culture & even politics.

Due to the fact an economic construct, brands have already been taken into consideration

from both marketing & financial points of view. Brands have yet to be fully recognized as a

form of social construct, because of lacking of necessary investigation. (Ying, 2005).

Products& services which greatly match customers’ requirement in terms of needs are likely

to become a brand. It perceives unique benefits as a certain brand offers consumers value

added potential & make them able to maintaining price over competitors. Boyle (2007)

customers are becoming more demanding of best quality products along with constant trend

changing in preference. They seek products that offer benefits according to what they need &

want. (Wells, 2007)

2.3 Brand Image: A Key Element of Branding

The components or different elements of branding on which in turn a brand is developed

&increase the brand name & image of the company on the customers mind are Brand image,

brand identity, brand reputation & brand positioning. These tend to be the most

significant components of the branding.

Brand image is viewed as one the most significant factors of branding whereby consumers

are capable of being aware that a brand is available & existed in the market. Whenever an

organization is capable to successfully differentiate its brand from the competition, in that

case it is definitely considerably easier to build its image. It is the impression of a certain

product which is held by potential or actual consumers.(Boyle, 2007).

pg. 8

Brand image is viewed as one the most significant factors of branding whereby consumers

are capable of being aware that a brand is available & existed in the market. Whenever an

organization is capable to successfully differentiate its brand from the competition, in that

case it is definitely considerably easier to build its image. Product & customer service

differentiation is typically the beginning point for the branding course of action. Brand image

would make possible consumers to successfully recognize & identify a product, evaluate the

product’s perceived level of quality & assist in experiencing satisfaction while using the

product. (Holt, 2004)

Variation of brand will truly exist mainly in the personalities of the purchasers. Brand picture

emerges as the client's perception with respect to the specific brand & it is without a doubt

held on in the personalities of the customers & is along these lines absurdly crazy by the

producer. The purchaser will absolutely recognize one brand as all the more fulfilling and

additionally alluring as contrasted with its rivals & think of consistent buy based upon those

considerations. (Rooney, 1995).

The Waitrose symbol gives a picture of their excellence, brand image & superiority. A

prospective consumer could be absolutely prejudiced by the brand image of an organisation

like Waitrose. Lots of consumers also emotionally concerned to the organisation or a

manufactured goods because of brand image that has been shaped by its long time reputation

& services. Brand image is aggregation of service, product quality, & after buying service. A

great brand image is instantaneously celebrated & recommended by the current clients. A

first-class brand image of a company could pretence warning to their competitors. Waitrose

also strengthens the company image by providing outstanding covering, excellent offers as

well as advertisements. A small change in brand image & strategic business model could

positively impact on Waitrose’s brand & lead to create a large base of loyal customer.

2.4 Other Elements of Branding

pg. 9

Brand Identity:

Brand personality might be depicted as central idea in marking just in light of the fact that it

conveys the centre qualities, intension & compact clarifications of brand(Aaker, 1996).

Brand Positioning:

Focused brand positioning in the first place on the unique characteristics that enable a brand

to be exceptional. Situations where consumer can buy goods and services based on product’s

uniqueness is where an organization can enjoy a competitive advantage and a special position

to sell specific brands. (Kapferer, 1997)

Brand Reputation:

It is usually determine a good reputation as a regulation error in a brand. The simple truth is

that the nature and the importance of goodwill associated with the perspective makes argued

that the concern of it really is, in essence, shown on the benefits and values have imagined.

To determine the reputation of a particular business could possibly apply a variety of

visualization frameworks functional. (Abimbola & Kocak (2007)

2.5 Consumer Buying Behaviour:

Means consumer behaviour over the long course of the proceedings and activities that reflect

the consumer in terms of selection or purchase products or services (Assail, 1995). Study on

consumer buyer behaviour and very broad and wide-ranging. Many researchers, writers, and

has already worked on this subject and many others still conducting research on this all over

the world, it is also one of the most important factors that need to be considered in the

organization with the development of marketing and brand their image. Five stages of the

consumer purchase decision-making process. Though, there are 5 stages in general, but for a

specific product type the number of stages depends on the degree of complexity.

pg. 10

Figure 2.1: Consumer buying decision process flowchart (by author)

Buying behaviour is the decision-making technique that includes all people involved and all

products and all activities associated with buying. Key aspects are reasons for buying, and

factors affecting the purchase, change in society factors. Buyer feedback strategy for

marketing companies have a significant influence on company’s success.

Figure 2.2: Influences on & off consumer behaviour (Lars Perner, 2008)

The difference between the desired state and the actual condition. Deficits in a variety of

products. Consumers alike to engage in the search for internal and external information.

Internal search involves the consumer to identify alternatives for the memory of him or her.

For some low-involvement products, it is very important that marketing programs achieve

"top of mind" awareness. (Lars Perner, 2008)

pg. 11

Figure 2.3: consumer decision making process (by author)

2.6 Psychographics analysis of Consumer

Consumers react now directly and indirectly with brands on many platforms, including social

media, and forums review, e-commerce sites a third party and many others, and these

interactions are not limited to after purchase, and providing huge amounts of demographic

information. Using personal planning for predicting consumer behaviour is a good way to

raise social media awareness of a company. (Armstrong, 2010) This also applies to the

consumer how to act on social media. Lifestyle of Consumer is represented by his interests &

opinions.

2.7 Brand Image & Consumer Behaviour

A prospective consumer could be absolutely prejudiced by the brand image of an

organisation like Waitrose. Lots of consumers also emotionally concerned to the organisation

or a manufactured goods because of brand image that has been shaped by its long time

reputation & services. “A great brand image is instantaneously celebrated & recommended

by the current clients. A first-class brand image of a company could pretence warning to their

competitors. Waitrose also strengthens the company image by providing outstanding

covering, excellent offers as well as advertisements. They also do the same by providing

exceptional service to its shoppers” (Hubbard, 2000). In this circumstances purchaser will

choose to get the greatest product & at this point brand representation plays a huge role

(Kotler & Armstrong, 2010, pp, 179).

Customer will chose to shop from Waitrose, if some other factors like locations, available

money are in a positive circumstance. As I point out earlier it’s due to the brand image which

Wait rose already created. In accordance with his individual understanding & research on the

awareness of the market & the client, Michael Porter recommend four 'generic' industry

pg. 12

policy that may be practical to achieve advantage over the competitor in any type of business

(Michael Porter, 2001).

As outlined by Keller (2002) the competent layout & execution of marketing campaign

programs which usually capitalizes on well-developed brand positioning, strong brand

leadership opportunities could be accomplished. Measure& Interpret Brand Performance is

important. To have an understanding of the outcomes of brand marketing strategies it is

extremely important to evaluate & understand the overall performance of brand a very

helpful instrument to measure it is brand value chain. (Keller, 2002).

Branding is a big topic. In the case of public term brand name is the name of a product or

organization that can be critical to the achievement of the organization to reach its goal.

Branding is not only restricted to the selection of name but also takes into account the logo or

even the mark of the product or the organisation. The symbol also is an essential part of

branding (Heding et al., 2009). The Waitrose symbol gives a picture of their excellence,

brand image & superiority.

A prospective consumer could be absolutely prejudiced by the brand image of an

organisation like Waitrose. A lot of consumers also emotionally concerned to the

organisation or a manufactured goods because of brand image that has been shaped by its

long time reputation & services. The brand image is the collection of the after purchasing

service, service and product quality. A first-class brand image of a company could pretence

warning to their competitors. Waitrose also strengthens the company image by providing

outstanding covering, excellent offers as well as advertisements. They also do the same by

providing exceptional service to its shoppers” (Hubbard, 2000). Brand image is vital for

companies to be competitive in the market & it also facilitates business stronger over the

competitor.

2.8 Brand Equity

Brand equity has got substantial attention from the part of marketing professionals &

marketing academics since it keep an active role as significant intangible assets for the

business (Aaker, 1996). It is regarded as one of the most important instrument for customer

loyalty. It is the collective form of the value of customers in certain a company (Rust, 2004).

pg. 13

2.8.1 Competitive Advantages

The company conforms to our brand perceptions of stakeholders and organizations that have

a wide range of commercial projects in contrast to those of a particular product. (Ying, 2005).

It stands out as the distinctive benefits that are seen brands we offer to customers that allows

them access to value-added services of their own and help them to keep premium increases in

the form of commodities. The added value that derives from organizations create and own

brands is generally known brand.(Chernatony & McDonald, 1992).

2.8.2 Perceived quality:

Perceived quality is identical to a mental attitude which may have an impact on behavioural

motives. Perceived quality is defined as a customer's value determination of a product's high

quality or superiority. For this reason, perceived quality is a value determination factor that

facilitates to demonstrate the behavioural motives of consumers.(Gall et al, 1994)

2.8.3 Brand awareness:

Brand awareness is characterized by a standard amount of brand knowledge concerning, at a

minimum, acknowledgement of the brand name. Recognition function as a procedure of

consumer perception of the brand. Difference among awareness & recognition is

sophisticated. Awareness denotes circumstance of knowledge actually owned by the

consumer &recognition is a cognitive process of action that results from awareness (Hoyer &

Brown, 1990).

2.8.4 Brand association:

Brand association can be explained as a situation which inform a customer about the brand.

Mainly they are impressions of a brand that consumers usually have. Brand associations such

as the appropriateness of prosperity in the description of the brands that was said to be

effective, and the brand is nothing more than a network of connections in the mind of the

consumer (Boyle, 2007). Generally from a couple of key sources, associations are received

by customers.

2.8.5 Brand Loyalty:

The intension of branding is to increase the company's action of obtaining & sustaining a

loyal consumer group. So that it can reach maximum investment return in a short time. (De

Chernatony & McDonald, 1992)There can be several different types of consumer and brand

pg. 14

interactions. All of these are forms of brand loyalty. Therefore dedicated loyal customers do

not prefer to consider buying other brands.(Boyle, 2007).

2.9 Summary of Previous Researches

Names of the previous

researcher

Survey contribution in this study

Dorsch, Grove &

Garden

(2009)

Survey questionnaire

(n = 223)

two distinct frameworks to study

consumer behaviour:

paradigm of problem solving

Progressive product choice by

consumer ( based on brand).

Benady (2003). Survey questionnaire

(n = 351)

With basis of available information

searching & processing consumers make

choose from alternatives.

Moorthy, Ratchford&

Talukdar (2008);

Survey questionnaire

(n = 117)

Consumer preference is controlled by the

innovation & newer technology

Nagel (2003). Survey Questionnaire

(n = 280)

Person, context, & task specific factors

can change decision making strategies.

Fitzsimons et al. (2002) Focus group discussion

(qualitative study), three

groups (each group consists

of 6-7 members)

Choice often takes place without

conscious Awareness &unawareness

have much more Influences on

Consumer choice

2.10 Advantages of Strong Brand Image

Wood (2000) discussed that strong brands typically make sure higher profit margins coupled

with significant access to distribution & supply channels across the world which substantially

provides a wide-ranging platform for product line extensions. A strong brand awards the

customer value in terms of monetary value & provides customer the satisfaction & long-

lasting trust in products & services. Strong brands also increase speed of market awareness &

reception of new products entering the market. (Rooney, 1995).

Regardless of what type of business organization it is developing a strong brand image is its

ultimate goal. Significant benefits from strong brand image includes generating more profit,

pg. 15

better marketing, better product perception, increased customer loyalty, development of

creative actions, opportunities for brand extension, chances of price increase and decrease,

better handling of marketing crises.

Strong brand image enjoy brand awareness among consumers. This result in advantage of the

company like reduced marketing, as strong brand image already developed in customers.

(Keller, 2002)consumers of strong brands are willing to communicate with company. This

indicates market response &advertising are more effectively planned. Strong brands are with

memory encoding advantage over less popular brands in creating brand image & awareness.

Strong brand have direct impact on consumer decision-making & buying (Keller & Hoeffler,

2003)

2.11 Conceptual framework

The researcher would like to develop the following framework of the literature reviewed so to

help the reader understand the issues related to the research paper.

Figure 2.4: Conceptual framework (developed by author)

The conceptual framework of these research illustrates the interrelationships among various

elements of Branding & Consumer behaviour. Enhancing customer’s satisfaction being the

ultimate goal of branding, the initial stages should include Brand awareness, & association

with bands. These two along with perceived quality of the branded product build loyalty

pg. 16

towards that brand. The Brand Image along with purchasing decisions & consumer behaviour

ultimately represents consumer satisfaction.

pg. 17

Chapter 3: Research Methodology

3.1 Introduction

It is intended issues and considerations in this sector, especially to illustrate the approach and

methodology usually certain of the proposed thesis. The author would like to discuss in this

regard km curriculum different research techniques, and appropriate tools as well as the most

appropriate according to the characteristics desired area of the investigation and the best ways

to take advantage of these tools and techniques as well as techniques to collect, review and

analyse relevant data and relevant.

The most important objective of the planned dissertation is to gains the better understanding

about the research question but also identify how brand image is impact the consumers

buying behaviour. The analysis of organisations (Waitrose) brand image & its impact on the

buying behaviour of the customer’s performance & will described the different aspects or

behaviours of consumer & the impact of the brand image on that consumer behaviour. The

study will also show what kind of branding strategies Waitrose as a rewound brand using to

develop its brand image & customers thinking about that image. To comprehend the intensity

& the significance of a trade name like Waitrose the records compilation is very decisive.

Data can be collected from telecommunications respectively with business and management,

as well as the formal and material precedent on this issue. The proposed research is part of

the exploratory nature of this investigation is the nature of the descriptive and mainly because

of the identity and the image can be evaluated in terms of theories to discover how they can

take advantage of them. Exploratory research will not likely provide evidence or specific

approach. Nevertheless, with the help of people conclusion can shed light on the actions that

are well-suited to a specific circumstance. For this reason, the thesis is exploratory and

descriptive as well.

The manner in which the research is accomplished is outlined in this chapter. It will entail use

of research philosophy, approach, methods, design, choice of sampling & data collection

method for analysis. The framework of this research can be illustrated by using a research

onion that would help to structure it in a meaningful manner. It has concentric circles, each

depicting stages of the research as depicted below in Fig 3.1.

pg. 18

Figure 3.1: Research Onion (Source: Saunders et al. 2009)

3.2 Research Philosophies

Harrison & Reilly (2011) mentioned that the research philosophy divided into different parts

like realism, interpretivism, pragmatism, positivism. In the present research author has

decided to use positivism, which suits the proposed research study. It will help to evaluate the

research topic & its objectives by using the positivism. Positivism paradigm reflects the

principles that are defined by scientists. This philosophy provides the basis for such a wide

range of research methods, and approaches, which are mostly quantitative nature. The core

principle of this paradigm is based on the argument that the reality is independent of the

researcher’s concept & notion. This property can be measured directly through observation

(Bergh &Ketchen, 2009).

3.2.1 Interpretivism

Interpretivism, as the name implies, involves researchers to interpret elements of the study,

thus interpretivism integrates human interest into a study. Interpretive researchers think that

accessing the reality can only be through social connections like language, shared meanings,

consciousness, & instruments” (Myers, 2008, p.38)

pg. 19

Interpretivism is associated with the philosophical position of idealism, is used to group

together a variety of approaches, including structural and social phenomena and

interpretation; approach reject the objectivist view that meaning exists in the world

independently of awareness (Collins, 2010, p.38). Interpretivism focuses on meaning &use

multiple techniques to reflect many aspects.

3.3 Research approach

Research approach is either inductive or deductive is normally used to define the research

approach (Bergh & Ketchen, 2009). There is no indication of a new phenomenon in this

scientific empirical study so the author has decided to use a deductive approach which has

discussed various previous research theories to prove the relationship among the variables.

Researcher is capable of use a variety of kind of technique depending on the study. It can be

official methodical model of data collection, examine of data & discharge the findings

(Malhotra, 2004).

In qualitative method a variety of variables needs to be explored in depth among a couple of

no of entities. Quantitative approaches are in line with test of population, enough to make

success common for the whole population, throughout level of accuracy & reliability. (Hague

& Jackson, 1996). The proposed research approach would be a qualitative research as in

qualitative research the thorough examination will possible for the deep understanding of

situation. For this dissertation “exploratory case study” approach is more suitable for the

intended case & dissertation.

The study will use both quantitative & qualitative systems & method to conduct the research

to find out about the Brand image of Waitrose & its impact on consumer behaviour. The

qualitative techniques would be used mainly because it would permit the understanding of the

mass people consumers, their thinking about the brand image of Waitrose & what are the

factors that brings them to Waitrose. The brunt of numerous fundamentals like desires &

requirements, reason influencing the purchasing decision & choosing the desired brand need

to be analysed in detail because this will play a major part in this research (Gill & Johnson,

2002).

pg. 20

3.4 Research strategy

The main aim of the study is to identify key factors with impact of brand preference & the

operation of dimensional framework & Waitrose management. Incorporation of required data

for validation of brand loyalty which is based on Anderson’s Brand loyalty(Saunders et al.,

2009).

3.5 Research method

Research methods Remark

Quantitative methods The entire quantitative method is organised on the basis of the

survey questionnaire. The primary data collected from the

respondents are assessed through an open handed multiple choice

questionnaire

Qualitative methods The qualitative data are collected from the focused group

discussion from 14-15 managers who were divided into four

groups. This was purely subjective view of the respondent about

the factors that are they feel important for developing brand

loyalty.

3.6 Data Collection

3.6.1 Survey timing

The survey is conducted in the month of January & the focus group of discussion is

conducted a bit early in the month of December. As most of the manager is busy in their

schedule, so getting them together is a difficult task. That’s why the researcher has chosen a

convenient time & arranged the focus group as per their wish.

3.6.2 Data Collection Methods

Gathering of information will form a fundamental fraction for this research. Data which is

necessary to conduct the research will be composed in different outline like interrogate with

clients, executive teams & the workforce, interpretation of the regulars procure as well as

questionnaires. A good numbers of interview from the consumers & management &

employees of Waitrose will assist to achieve first-hand data relating to the subject which

would permit to create in-depth research.

pg. 21

The questionnaires are chosen to review would principally be closed questions because it will

give an actual view of the consumers as well as the management team & employees. The

study possibly will take in different supermarkets like Waitrose, Tesco, Sainsbury’s, ASDA

& others. There will be some interview with the management & the workers of the Waitrose

to appreciate what steps or actions they are using to be the pioneer of the retail world. Again

it will help to find out their view about customers expectation.

The data will be collected from both primary & secondary sources for this research. For

primary source face to face interview with customers, management team will be taken.

Books, Journals, reports, articles & websites will be used to collect secondary data regarding

Brand image, Waitrose & consumer behaviour. The questionnaires are chosen to review

would principally be closed questions because it will give an actual view of the consumers as

well as the management team. (Walliman, 2011).

Table: Tools used for data collection

Tools used Research

methods

Justification

Survey

questionnaire

Quantitative As this methods helps to assess the quantitative aspects

of the factors that are responsible for developing the

brand loyalty within respondents

Personal

interview

Qualitative As most of the manager is busy in their schedule, so

getting them together is a difficult task. That’s why the

researcher has chosen a convenient time & arranged the

focus group as per their wish.

Regular observation would be ready throughout the study would be done as of a distance

devoid of essentially resembling them. This data collection method has broadly classified into

two categories process- 1 & process-2.

Process-1 (Data collection through interview methods)

This process-1 examines the managers view point about the purchase behaviour of the

respondent in a focus group of interview settings. A focus group of interview is chosen to

estimate the qualitative view of the managers. Focus group interview is an important method

in such kind of triangulation process which illustrates different opinions of the respondent.

pg. 22

This helps to assess the data which come from the interaction of the group that are usually

inaccessible in other form of interview methods (Peterson &Jolibert, 2005). In the present

research focus group is conducted among four groups (each group consists of 5 members) all

used either Waitrose or other company’s show room based in London.

Justification of interview method

Within these groups during the interview process two important considerations were made:

The group should be homogeneous in nature in terms of the socioeconomic & demographic

characteristics but share very little information alone. Secondly, all the participants have the

same level of experience. The number of respondents kept in the focus group is relatively

lower than the ideal number (8-10) suggested by the marketing research institute. During

focus group discussion special attention was delivered so that the response is smooth among

the participants & the moderator. Total 3 group of interview was organised by the researcher

& special attention was imposed to maintain a relaxed atmosphere so that the discussion

becomes non directive & spontaneous. Kumar (2009) described that focus group of interview

can be considered as a valuable qualitative technique which initiates spontaneous, informal

interaction among its members & helps to explore the unconscious needs & motive of the

research. Elliott & Percy (2007) supported, this can be considered as a quite important &

valuable technique to get the subjective views of the respondents that is quite difficult to

collect through survey method.

Process-2 (Data collection through quantitative methods)

Questionnaire design & pilot study

Before preparing the questionnaire researcher collected information about how to devise a

draft. As the phrasing & designing of the questions affect the validity of the result, therefore

the researcher initially planned to employ a pilot study. A survey questionnaire was designed

with open handed questions which are initially distributed among the 50 respondents. The

pilot study is conducted by taking the response of the 50 respondents. The basic objective of

the pilot study was to assess the correction required in the questionnaire, if any. Deciding the

target sample size is the initial step for data collected during the survey.

pg. 23

Justification of survey method

The selection of the survey process are highly formalised & standard as the analysis comes

from different relevant questions mentioned in the questionnaire. So this has more control

over the events.

3.6.3 Sample size, data & place

The sample selected for the research can be divided into two types. The focus groups (A, B,

C & D) consists of around 14-15 managers selected from Waitrose showroom situated in

London. The second group consists of mostly youth & middle age respondent from customer

(124 samples) who is experienced to handle such electronic gadgets & gizmos available in

the market. The entire population size was approximately infinite for customer & 30 for the

managers working in Waitrose show room. But as the data are cross sectional in nature &

collected within a span of one week (where every week the average customer in flow are not

more than 750) so selection of sample size 124 expected to be justified & matches with the

population parameter & statistics. The same is true for the qualitative analysis also where

almost 14 managers were selected out of finite population (30 managers in Waitrose store)

size.

3.6.4 Sampling method

The probability sampling method is chosen because researcher wants to have a clear view of

the customers about the brand image of Waitrose, in simple random sampling method all the

member of population have equal chance of being selected so it will fulfil the researcher

aims.(Saunders et al., 2009).

The sampling method chosen for the method was snowball in nature. This is a kind non

probabilistic sampling. The process depicts the selection of the sample is taken from an

infinite population where no probability factor is attached to it. As the cross sectional nature

of the data is selected for analysis, so this supports the choice of this sampling process

(Dul&Hak, 2012).

Primary data for performing the research will be collected in diverse way as discussion with

consumers, organization, annotations of the customers purchase & the questionnaires. A great

quantity of interviews will help to provide first-hand data regarding the theme, which will

pg. 24

allow creating in vigour research. In the period of the research, the researcher will take

interview of two mangers (store) & 100 consumers from Waitrose by means of simple

random method. The ideal way to do so is face to face as well as researcher will review the

past work done on consumer policies of Waitrose.

3.6.5 Data analysis process & tools

Analysis of data correctly is very important as the main objective of the research will not be

fulfilled if the data are not analyse correctly (Saunders et al., 2009). For this research

Microsoft office software like WORD EXCEL will be used. Tables, graphs will be also used

to present the data & result. The focus group interview were organised within 4-5 groups to

assess the subjective view & an exploratory factor analysis, mean & standard deviation are

organised during the quantitative analysis. This helps to identify the main factors which are

responsible for consumer brand preference. Both the standard & mean deviation allow

delivering the subjective view of the respondent across the demographics.

3.7 Ethical & Legal liabilities

The researcher avoided all kind of fabrication or misrepresentation of data. This research

involves coordination & cooperation from different peoples from diversified fields. Therefore

the ethical standards pertaining to the sustainability of the brand preference which are

required for the research.

Hamel & Prahalad (2005) explained are few areas need to be assessed while conducting such

research like ethical norms make them accountable to management. Finally this frame work

is directly interrelated with the brand loyalty so support from the organisation is

unquestionable. Understanding the key factors that influence brand preference should always

attract management of the Waitrose Inc.

While conduction a research work & collection of data the ethical issues are considered as it

reflects the opinion & thinking of others (Saunders et al., 2009). The Academic rules &

regulations, code & conducts validity & reliability. Ethic is a code of conduct acceptable to

academic behaviour (Wells, 1994). Information is given to the participant prior to interview

that, all of them are voluntarily participating. They have the right to withdraw the information

they provided at any time & the data protection act will be followed throughout the work, &

pg. 25

information would be used for only university study intension& will not be used for any

commercial intensions.

3.8 Review of Research limitation & future implication

3.8.1 Limitation

The financing is also a limitation as the researcher is a student & university does not provide

any financing to data collection & the research work. Though the research has extensively

used the triangulation process to elaborate the key factor that influence both the brand

preference & loyalty of electronic gadgets & gizmos , but still it has some limitation. Certain

limitations pertaining to this research further initiate the need for future research.

Firstly during the focus group interview (study-1) while the interpretation is obtained on the

basis of the views of the respondents, adequate time needs to be provided to the group for

coming to a consensus. Further within four groups the interview was conducted but still the

result cannot be generalised & could be biased in some other context. Secondly the student

sample limits the broader aspects of the study. Besides smaller sample size, restricted

sampling procedure from a particular geographical boundary makes the findings bit sceptical.

Thirdly, the brand is considered as the vital asset & an intangible component for the

organisation which needs to be nurture for developing the long term equity. So organisation

like Waitrose needs to focus on the activities & promotions in a sensitive manner to develop

customer loyalty. Fourthly in nowhere the researcher has pointed out the role & implication

of many others factors such as legislation & international differences in culture & its impact

on the brand loyalty. Instead of descriptive research the exploratory research would help the

researcher to get initial insights about the consumer perceptions. This result would be more

effective if the analysis would organise on a comparative scale between the male & female.

3.8.2 Accessibility issues

To collect data for this research main issues could be time limit & the mentality of the

Customers to give information about their purchase. Researcher will try to overcome these

issues by approaching the customers in nicely & ensuring them by informing that the data

will be used for only academic intension. The permission from the Store management will

also be taken prior to data collection & interview.

pg. 26

3.8.3 Future implication of the research

The research itself has some merit from the management perspective but required more

introspection in the findings to deliver better & more in depth implication in terms of theory

& practices. To specify the objective research focused on to identify the factors that influence

the brand loyalty & consumer preference o different products of Waitrose. But this entire

analysis is restricted within the limited variables & more importantly consider a specific time

frame. Instead of taking the cross sectional data the same research further can be executed

with longitudinal data to achieve a better picture of the consumer perception. This scrutiny is

needed to execute in future research.

pg. 27

Chapter 4: Data Analysis & Discussion

4.1 Introduction

In the data analysis & discussion chapter the author would like to give concentration on the

presentation of data & information collected both from primary data (customer survey &

manager interview at Waitrose Putney branch) & secondary data to address the research

question. The questionnaire was categorized into two segments containing customers’

demographic information & general statement related to branding preferences. And finally

the proposed dissertation finds significance to analyse the findings with the various previous

studies related to brand image through comparing & contrasting the findings based on

analysis. For collecting primary data 100 questionnaires were distributed to Waitrose Putney

branch customers & total 62 questionnaires returned to the author & two managers of

Waitrose Putney branch were interviewed to know about the consumer behaviour & brand

image of Waitrose.

4.2 Average Rate of Response

In this proposed study, 100 questionnaires were distributed among the customers of Waitrose

Putney branch. Total 62 filled questionnaires were returned to the author. The majority of the

respondents were aged between 36 & 50 years old. They participated willingly as the author

did not force to take part in this survey. The questions were Waitrose brand & its related

issues to answer the research questions. The average rate of survey response was 62% which

was a good response rate. There were total 10 questions in the questionnaire.

4.3 Results & Findings of Questionnaire Survey

As the questionnaire was divided into two segments, therefore the results & findings will also

be presented in two segments.

4.4 Part One (Demographic Info)

The first segment of questionnaire was designed to know about the demographic information

of customers who willingly are participated in the survey. The customers’ demographic

information was as follows: - age, gender, nationality & occupation.

pg. 28

4.4.1 Customers' Demographic Profile by AGE

Table 1: demographic profile in terms of AGE

Age Respondents

Total In (%)

20-30 18 29.03

31-50 27 43.55

51-65 14 22.58

Over 65 3 4.84

Total 100

From the above table (Table 1), it can be seen that the majority of the customers’ age was

between 36 & 50 years which represents 44% of total customers. The second highest age

group was between 51 & 65 years which corresponds 26% of total respondents. Middle aged

customers i.e. aged between 20 & 35 years old respondents were 24% of total respondents.

On the other hand, only 7% customers were aged over 65 years old.

4.4.2 Customers' Demographic Profile by GENDER

Table 2: demographic profile in terms of GENDER

Gender Respondents

Total In (%)

Male 32 51.61

Female 30 48.39

Total 100 (%)

A total number of 100 questionnaires were produced. Distributed among customers of

Waitrose Putney branch. Out of 100 questionnaires only questionnaires were backed to the

author & out of customers come to shop at Waitrose Putney branch 32 customers were male

&30 customers were female which represents 51.61% male &48.39% female customers

respectively.

pg. 29

0.54; 54%0.46; 46%

Respondents' demographic profile by GENDER

Male Female

Figure 4.1: Respondents' demographic profile by GENDER (by author)

4.4.3 Respondents Demographic Profile by Nationality

Table 3: Respondents demographic profile by nationality (simple statistics & percentage)

Ethnic Group Respondents

Total Percentage (%)

British 23 37.10

American 17 27.42

African 7 11.29

Asian 10 16.13

Others 5 8.06

Total 62 100 (%)

There was a query related to the customers’ nationality in the questionnaire. Among 62

respondents, 23 customers were British origin which represents 37.10% of total customers

who regularly come to visit & shop from the Waitrose Putney branch. 14 customers described

them as American in their demographic profile which corresponds 24% of total respondents.

pg. 30

The African were only 7% of total customers take part in the survey. Asian represents 19% of

total respondents. Out of 62 respondents, 3 customers filled up their nationality as other

through which 2 customers were Australian & 1 was Canadian citizen.

23(37%)

17(27%)

7 (11.3%)

10(16%)

5(8%)

British American African Asian Others

Figure 4.2: Respondents demographic profile by nationality (by author)

4.4.4 Respondents Demographic profile by OCCUPATIONS

Table 4: Respondents demographic profile by occupations (simple statistics & percentage)

Occupations Respondents

Total In (%)

Business 28 48

Service holder 15 25

Student 16 27

Total 62 100 (%)

The last demographic fact was designed to know the occupations of the customers regularly

visit at Waitrose Putney branch. The majority of the customers i.e. respondents expressed

themselves as business in their occupation query which represents 48% of total respondents.

25% of total respondents picked as service holder in their occupation query & another 27% of

total customers described them as student in their occupation segment.

pg. 31

4.5 Part Two (General Statement Related to Waitrose Brand)

Section two of the questionnaire was intended to ask the customer of Waitrose Putney branch

related to Waitrose brand & their brand preferences when they purchase from retail chain

supermarkets. In this segment total 5 questions were set to uncover the customers brand

preferences & their buying behaviour at Waitrose Putney branch.

4.5.1 How often do you purchase from Waitrose

Table 5: How often respondents purchase from Waitrose (simple statistics & percentage)

Always Often Sometimes Rarely Never Average response

rate

5 4 3 2 1 4.36

55% 25% 15% 5% 0%

From the table 5, it can be seen that the majority of the customers at Waitrose purchase

always which represents 55% of total respondents. Another 25% of total respondents

purchase from Waitrose often. From the calculation of average response rate (4.36) which is

greater than 4 point scale, it can be assumed that customers are tend to make a purchase

always from Waitrose according to their response.

Always, 55%

Often, 25%

Sometimes,15% Rarely; 5%

How often respondents purchase from Waitrose

Figure 4.3: How often respondents purchase from Waitrose

pg. 32

4.5.2 Are you satisfied with Waitrose brand?

Table 6: Satisfaction of customers having Waitrose brand (simple statistics & percentage)

RespondentsTotal In (%)

Very satisfied 43 69.35

satisfied 12 19.35

Its ok 7 11.29

Total 62 100 (%)

The majority of the customers are very satisfied having purchased from Waitrose brand

which represents 69.3% of total respondents due to consistent quality & exclusive brand

reputation of Waitrose. Another 19.3% of total customers are satisfied with Waitrose brand

when they make a purchase from Waitrose supermarket chain store. Only 11.3% of total

respondents were neutral or Ok in this question of the questionnaire.

The Main objective of this study “To analyse the brand image of Waitrose”. From the

above analysis and results it is quite clear that Waitrose have developed a strong and positive

brand image among its UK consumers and its number of loyal consumers is increasing.

Clients seems to feel satisfied and confident at buying from Waitrose. So as per the Brand

image concerns Waitrose is going in the right direction to achieve and uphold itself as one of

the leading Brands in UK retail supermarkets.

4.5.3 The quality of Waitrose Product

Table 7: Quality of Waitrose product (simple statistics & percentage)

Respondents

Total In (%)

Very good 34 54.84

Good 19 30.65

normal 9 14.52

Total 62 100 (%)

From the table 7, it can be observed that the majority of the customers of Waitrose Putney

branch picked the quality of Waitrose product is excellent as compared to other supermarket

pg. 33

chains (for example Tesco, ASDA, Sainsbury) as Waitrose focused on quality products for

affluent consumers (innovationreactor.com, 2014). Another group of customers described

Waitrose product as good quality which corresponds 25% of total respondents. It is supported

that Waitrose continuously focusing on quality foods for upfront consumers who prefer

exclusive quality products regardless of price consideration (innovationreactor.com, 2014).

4.5.4 How do you feel shopping at Waitrose

Table 8: Satisfaction of customer when shopping at Waitrose (simple statistics & percentage)

Respondents

Total In (%)

Very satisfied 32 51.61

Satisfied 25 40.32

Dissatisfied 5 8.06

Total 62 100 (%)

Very satisfied Satisfied Dissatisfied0%

10%

20%

30%

40%

50%

60%52%

40%

8%

S a tisf a c tio n o f c u st o m er w h e n sh o p p i n g a t W a i t r o se

Figure 4.4: Satisfaction of customer when shopping at Waitrose

From the above table 7 & figure 5, the majority of the customers come to shop at Waitrose

are very satisfied which represents 52% of total respondents. Another 25 respondents are

satisfied shopping at Waitrose which corresponds 40% of total respondents.

One key objective of this study is “To analyse consumer buying behaviour of Waitrose”.

From the results presented here it is quite clear that having consumers develop a sense of

preference for brands that present themselves strongly in terms of excellent product quality

pg. 34

and effective customer services, along with competitive promotions and offers. Theses

opinions are consistent with Waitrose store decoration exclusively designed to give a unique

shopping experience to their valued customer. Only 8% of total respondents are dissatisfied

& which does not represent significant deviation from earlier opinion of the customers &

therefore customers are more likely to get satisfied shopping at Waitrose as outlined by

innovationreactor.com, 2014.

4.5.5 Do you prefer Waitrose as exclusive brand

Table 9: Customer preference on Waitrose as exclusive brand

Respondents

Total In (%)

Strongly agree 50 80.65

Agree 10 16.13

Neutral 2 3.23

Total 62 100 (%)

The majority of the customers considered that the Waitrose essentially signifies an exclusive

retailing brand as compared to others retail super markets for example Tesco, Sainsbury, and

ASDA. The 80% of total respondents voted Waitrose as exclusive brand for retail super

markets. This opinion is consistent with following statement as “Waitrose continuously

focusing on quality foods for upfront consumers who prefer exclusive quality & branded

products regardless of price consideration” (innovationreactor.com, 2014). The Waitrose

positioned them as upfront retail super market brand for affluent group of customers across

the UK who prefers exclusive products & services as well.

A key objective of this study is “To investigate the impact of brand image on the consumer

buying behaviour”. From the results presented above it is quite clear that having a strong

brand image have brought a significant change in consumer behaviour as they intend to buy

from Waitrose even if there are cheaper options available because of their brand loyalty and

excellent product quality expectations.

pg. 35

4.6 Discussion of Findings Related To Research Objectives

Branding of a product is considered to be central point to a marketing strategy. High &

quality production could not always ensure success of a product but instead it’s the brand

image that sells today. An outstanding consumer behaviour in an organisation helps to

maintain its brand image as well & it helps the survival of a product (Keller, 2002). People

tend to purchase from super market chains that offer quality products & offer exclusive brand

image (Table 9) aligning with its consumer behaviour & brand image. In response to this

opinion obtained from the survey Waitrose continuously trying to offer an exclusive brand to

their customers as “Waitrose continuously focusing on quality foods for upfront consumers

who prefer exclusive quality & branded products regardless of price consideration”

(innovationreactor.com, 2014).

Businesses organizations have to respond quickly as business environment always tend to

change with the changes of customer buying behaviour & brand preferences (Marsden,

2002). Waitrose is also responding to the changing business trend adopting & utilizing a

unique business model especially targeting on upfront market, quality products, exceptional

brand image & store environment in order to create an extraordinary & a premium retail

brand & make a difference in customer shopping experiences as an effort of their consumer

behaviour (innovationreactor.com, 2014).

Analysis of Brand image of Waitrose

According to consumer website of Waitrose “We are trading what our purchaser likes.

Waitrose trade name turns in to very acceptable to consumer that consumer purchase their

manufactured goods without judgment second time if the chief objective is quality. Waitrose

is dedicated to excellence product in reasonable price, easy shopping techniques, nice

shopping atmosphere & enormous consumer facility .& all of these create their brand name

well-liked in the retail market. Waitrose has been updating to the newest technologies in

regular basis & also offers online shopping & home delivery services.

These conveniences make shopping with even more suitable for the customers”. In consistent

with the innovationreactor.com (2014) statement, Waitrose consumer website asserted their

consumer behaviour & its alignment with brand image in order to create a unique brand &

make a difference in customers shopping experience. Keller’s strategic brand management

pg. 36

process gives a clear understanding about how a company responds to their strategic brand

management process & how they make an alignment with their brand image in their

consumer behaviour. The model is significant for companies that are trying to develop &

maintain a unique brand through incorporating their consumer behaviour in the strategic

brand management process (Keller, 2002).

Consumer buying behaviour Analysis of Waitrose

The ultimate intent behind Waitrose’s social media marketing strategy is simply not to get

started conversations or boost the number of followers the brand has on Twitter & other

social media platform. The main objective of Waitrose’s social media strategy is to develop

customer relationship & build its brand &increase sales. Waitrose’s branding strategies &

positioning strategies are very much consistent with the Keller’s strategic brand management

process.

As branding plays a vital role in order to differentiate an organization’s for example Waitrose

goods & services from its competitors for example Tesco, ASDA & J Sainsbury. These sorts

of perceived tangible & intangible benefits potentially influence on customers purchase

decision & their buying behaviour & provide a very good foundation for customer loyalty.

Impact of brand image on the consumer buying behaviour

The behaviour of an organisation is directly likened by its culture & how it is controlled. In

this challenging environment the behaviour of an organisation is changing continuously to

cope up with the current challenging business world. It is particularly significant for small

business owners who don't have the promotional strategies of big competition. When a

product or service has a distinctive name, visual appearance & image, it is less complicated

for consumers to find in a congested marketplace. A very good brand name can certainly

influence consumer behaviour because they build emotional relationships & reinforcing

buying behaviour (Keller & Lehmann, 2006).

Recent noticeable online strategies of Waitrose are Match price campaign, Waitrose loyalty

shift, Sales gain, Waitrose social media impact, Twitter / Facebook / overheard group /

website, Twitter campaign impact, Wining of best super market, Joining with john smith.

These strategic initiatives of Waitrose are very much consistent with their consumer

pg. 37

behaviour & its alignment with brand image. Waitrose, a unique & exclusive brand aiming to

gain access to growing market share from strong competitors such as Tesco, ASDA,

Sainsbury & working to start by developing a consumer behaviour aligning with brand image

focused mainly on niche based customer segment along with application of a differentiated

strategic business model to win.

pg. 38

Chapter 5: Conclusion& Recommendation

5.1 Conclusion

Companies regardless of small or large nowadays striving to be able to their product as a

unique brand & focus on such sort of branding strategies which are usually beneficial in

making the positive image of the brand, once image of the brand is positively built in the

minds of customers.

Brand image of Waitrose

The Waitrose symbol gives a picture of their excellence, brand image & superiority. A

prospective consumer could be absolutely prejudiced by the brand image of an

organisation like Waitrose. Lots of consumers also emotionally concerned to the

organisation or a manufactured goods because of brand image that has been shaped by its

long time reputation & services. Consumers automatically start purchasing the particular

product or service frequently which ensures the customer brand loyal & brand loyalty of

customers boosts the profitability of companies which is definitely the ultimate goal of

the business. It is extremely significant to realize the clients brand selecting method & the

procedure that they apply while select any brand for their buying needs.

Consumer buying behaviour of Waitrose

A shopper always tries to collect information of a product to expand their knowledge

about a brand & make the brand assortment process easier. There could be also some

other things that could persuade a customer’s behaviours, which includes cost,

presentation, class & other factors (Keegan, 2002). The consumer behaviour of the

organisation reflects the ideology of the organisation. There has been lots of replica on

the selling actions of the consumers throughout the years. Post Exchange activities offer

us information on customer repurchase or faithfulness. Different sources, like friends &

family, customer relatives, publicity, customer-care policies, investigational, promotional

techniques can influence the Buyers to be prejudiced by the image of Waitrose.

Impact of brand image on the consumer buying behaviour

A great brand image is instantaneously celebrated & recommended by the current clients.

A first-class brand image of a company could pretence warning to their competitors. A

pg. 39

small change in brand image & strategic business model could positively impact on

Waitrose’s brand & lead to create a large base of loyal customer. It is noticeable that a

purchaser is biased in the direction of a specific brand commencing the mercantile source.

Sometimes private sources furthermore influences brand allegiance. Together the sources

have their individual point like a commercial source provides information concerning the

brand & the individual information supplies the knowledge concerning the presentation or

estimation function.

Companies regardless of small or large nowadays striving to be able to their product as a

unique brand & focus on such sort of branding strategies which are usually beneficial in

making the positive image of the brand, once image of the brand is positively built in the

minds of customers. Consumers automatically start purchasing the particular product or

service frequently which ensures the customer brand loyal & brand loyalty of customers

boosts the profitability of companies which is definitely the ultimate goal of the business.

5.2 Recommendations

From the previous chapters’ analysis & discussions, it is clear that brand image related to

creating a unique brand plays a significant role to implement of consumer behaviour into

practice.

Maintaining product and service quality

First and foremost priority to keep Waitrose brand image shining above its competition is

maintaining top of the line product quality and excellent customer services. Consumers

demands and deserves the Waitrose quality, so Waitrose should pay extra attention in

keeping a balance between pricing and product quality management. Consumer survey,

feedback analysis, routine check and monitoring recommended.

Presence in social media

As the Online social media has gain enormous attention of general mass all over the

world, any growing business entity must have a strong social media presence. Because

social media has already become one of the most popular adverting platform. A signs of

archiving a good brand image can be reflected by the presence and reception of that brand

in popular social media like tweeter, Facebook, YouTube or Instagram etc.

pg. 40

Effective communication with consumers and stakeholders

Brands are only powerful if the consumers keep their loyalty and get their demands

fulfilled. So understanding client demand and their appreciations is very important. Social

events, various survey and promotional programs to keep a healthy communication with

the consumers and also with the stockholders can prove effective in maintaining a strong

brand image.

Keeping up with competition

All brands aim for the top and the competition in retail market in UK is fierce. As

innovations and ideas are powering up brands for the never ending race for top position in

respective market, keeping your eyes open for your competition is a must. Matching price

schemes, product quality comparison, discount and other promotional offers that out beat

competition and finally exclusive service to the loyal consumers of the brand can prove

very helpful in achieving the edge in these competitive market.

Promotions and pricing schemes

Waitrose strengthens the company image by providing outstanding covering, excellent

offers as well as advertisements. However attractive promotions and consumer friendly

pricing schemes are necessary along with maintaining promised product quality, Discount

offers, Matching price scheme, exclusive services, free deliveries etc.

Maintaining an attractive brand image

Growing economic profile and its dominance in retail market should gain significant

positive impact on its consumers. Waitrose emerging in new markets and growing its

business sends a positive sign of its capacity to provide what it promises. The relationship

of trust among loyal and new consumers must be honoured with providing the products

and services at their best quality as the company promises.

5.3 Further Areas of the Study

These days branding has been a key issue for the companies in every kinds of industry

through which they operate. To remain competitive in the business, companies are also taking

brand image in order to make a unique brand which facilitates to stand out from the

competition in the market. As a general condition the term brand image of a product or the

pg. 41

organisation is its impression on consumers that can be decisive for the achievement for the

organisation to reach its goal. Branding is not only restricted to the selection of name but also

takes into account the logo or even the mark of the product or the organisation. The symbol

also is an essential part of branding. The planned dissertation is concentrated on impact of

brand image on consumer buying behaviour, while other related issues for example role of

brand image & branding equity in retail industry, brand image for small & medium

enterprise, retail supermarket branding, customer loyalty & its alignment with retail branding

could be an interesting areas of further study.

5.4 Limitations of the Study

While conducting the current dissertation, the author faced a number of limitations related to

the assigned dissertation. The sample size used in the analysis chapter was limited to 62 only.

Customers were under time pressure for responding & taking part in the survey. The author

willing to have more response from the part of customers regarding the survey & they refused

to participate in the survey as time restriction of customers who come to purchase from

Waitrose. There was a time limitation for completing the dissertation. The consumer website

of Waitrose was not enriched well enough containing strategic information about Waitrose &

therefore the author has collected information related to Waitrose’s strategic information

from other secondary sources.

pg. 42

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Analyzing the impact of brand image on consumers buying behavior: A case study of Waitrose.

Appendix

Questionnaire Survey (This Questionnaire is prepared only for the research intension of the dissertation titled

“Analysing the impact of brand image on consumers buying behaviour: A case study of

Waitrose”)

Table A: Audience’s demographic info

Your Gender: Male Female

Your Age:

Nationality:

Occupations:

Table B: Audience Statements on branding

A. How do you often purchase from WaitroseAlways Often Sometimes Rarely Never

5 4 3 2 1

B. Are you satisfied with Waitrose brandVery satisfied satisfied Sometimes Not satisfied Very unsatisfied

5 4 3 2 1

C. The quality of Waitrose productVery good good normal bad Very bad5 4 3 2 1

D. How do you feel shopping at WaitroseVery satisfied satisfied normal Not satisfied Very unsatisfied

5 4 3 2 1

E. I prefer Waitrose as exclusive brandAlways Often Sometimes Rarely Never5 4 3 2 1

Thank you very much for your kind cooperation.

pg. 46