INTRODUCTION
Background to the research area
Consumer behavior highly influences the profitability and success of every organization or business. The company which has a positive brand image in a market is likely to attract more customers as compared to organizations having a negative image among their customers. Therefore, brand plays an important role in influencing behavior of customers which leads to high level of sales and profits.
The present research will identify impact of brand on consumer behavior within Tesco, a leading supermarket chain in UK. The study will analyze how branding of Tesco influence consumers since market conditions are constantly changing; the role of brand management have become more important for organizations to gain success. In this context, researcher decided to investigate the impact of branding on consumer behavior.
Aim - “To examine the impact of brand on consumer behavior within Tesco”
Objectives -
- To identify the concept of branding with relation to consumer behavior at Tesco, UK.
- To understand relation between brand management and sales within an organization
- To examine role of branding in marketing functions at Tesco
- To recommend various methods for improving business performance and profitability.
Rational or Reason for choosing this research topic
The main purpose for selecting this research subject or topic is interest in the concept of brand management. I have a good knowledge about branding and its role in an organization or business. Therefore, the research study can assist me to enhance my knowledge regarding the same as well as support me in building a higher level of understanding within the chosen subject. I have a goal to start my own business in future, which can be achieved effectively with the help of research outcomes and increased knowledge of branding & its relation with consumer
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