MAR042-6: Impact Of Branding On Consumer Behaviour - A Case Study of Cadbury - Management Assignment Help

Assignment Task

Unit learning outcomes

1. Demonstrate the following knowledge and understanding:

Demonstrate a critical understanding of the key issues in your subject area by appropriate current academic discourse and debate can be applied to integrate theory and practice to ensure specific objectives and targeted outcomes are informed by current research.

2. Demonstrate the following skills and abilities:

Demonstrate effective self-management in terms of planning, behavior, motivation, individual initiative and enterprise in order to meet the demands of a graduate of your subject area whilst taking responsibility for personal learning and continuous professional development. In so doing, apply current thinking in your subject area to deal with complex issues both systematically and creatively.

1. Introduction

a) Consumer behaviour is the study of looking and analysing at people how these individuals choose and use the product and services offered by the company. Marketers of Cadbury try to understand what impacts the users to slice among the various options and this is when the concept of branding of the company comes in line. Consumer behaviour is an area of marketing that has received attention from different directions. The consumer decision procedure to buy any product of Cadbury’s is related to their approach, consumption pattern, observation, and awareness related to the product and service. This research study will explore the relationship between the Branding and Consumer buying behaviour and it will provide benefits on a large scale to the organisations, analysts, knowledgeable consumers and economy as a whole.

Research Aim:

The aim of the study is to examine the relationship between Branding and Consumer Buying behaviour – A case study based on Cadbury.

Research Objectives:

1. To examine whether branding influences consumer buying behaviour in all age groups.
2. To critically investigate the impact of Cadbury’s branding on consumer buying behaviour.

Research Questions:

Q1. What is the influence of branding on consumer buying behaviour in all age groups?

Q2. What are the ways to critically evaluate the impact of Cadbury’s branding on consumer buying behaviour?

2. Literature Review

a) This chapter will critically evaluate the objective that is set in the introduction chapter. Furthermore, the analysis of all the objectives will be based on the viewpoints and reviews of different authors.

According to Rather et al., (2018), the power of branding is a well acknowledged thing in the retail industry. For many years most of the brands have been recognised as a significant part in promoting the relationship with the users for accomplishing long term success with the help of branding. Initially, all marketers influence the buying behaviour of users by developing the brand image. This step is all related to the physical appearance and attraction to the reputability and slogan. Interactive and creative logo design is significant for the brand image like Cadbury’s has influenced buying behaviour of users. Hence it can be said that a stronger brand reputation lays a major foundation of trust among the consumer and marketers of Cadbury’s. Curiosity and attraction related to Cadbury are all that takes to dominate the decision-making procedure. Establishing brand awareness is critical to not only spark the attention of users but also manage it.

As per views given by Mothersbaugh et al., (2020), there is one more step that brands affect human behaviour. That user must identify with the brand, a concept it calls an s band alignment that aids a company like Cadbury to explain how branding influences the perception of the user of Cadbury. If the marketing campaign of Cadbury is done in the correct way and constantly with the correct marketing message, they can even persuade the consumer to modify the brands or opt for more expensive substitutes. Hence it can also be said that if the market condition is constantly modifying then the new role of branding is more significant than it ever was. It became significant that Cadbury’s managed itself so that it can be flexible and fulfil the needs and demands of its users.

Theoretical framework

The theoretical framework that will be used is Hawkins Stern Impulse Buying theory. Though there are many reasons bas

ed on which people buy things. Impulse purchase occurs when people buy products that are based on external stimuli.

3. Research Methodology

a)This chapter is based on the qualitative method and a secondary source of data will be used to gather the data. Research methodology is a particular procedure or technique that is used to process, select and identify the information related to the topic of the study which is the effect of branding on consumer buying behaviour. In other words, it can be said the research methodology enables readers to analyse the reliability and validity of the study.

For the present study, the approach that will be used to carry on the study is the Inductive Research Approach (Newman and Gough, 2020). The inductive research approach is a systematic procedure for evaluating qualitative data that is likely to be guided by the particular evaluation objectives. Further, the research design that will be used to carry on the research is the Exploratory Research Design. Exploratory research is a methodological approach that examines the questions of the study that have not previously been studied. An exploratory study is mainly qualitative in nature.

In the specific study data, the collection method that will be used to gather the data will be a secondary source of data collection. Secondary data is the kind of data that is collected by someone else other than its real user (Mishra and Alok, 2020). In other words, it can be said that information or data that is already available and someone else analyses it. Data analysis is the process of systematically applying statistical and logical forms of techniques to explain and illustrate along with valuation of data. Data analysis method that will be used to analyse the data is a descriptive data analysis method. Descriptive data analysis is the procedure of using historical and current data to determine relationships and trends. Although it is the simplest form of data analysis as it explains relationships and trends, they do not dig deeper.

Research limitation :

Secondary research rarely gives all the answers that are required. Hence, the objective and methodology that is used to collect the secondary data might not be accurate for the problem at the hand

b) Ethical issues

• The reliability of the data is guaranteed.
• Any dishonesty or overstatement about the study's targets as well as intentions shall be prevented.
• Quality of research should be maintained.

c) Sources

The sources of information for secondary data can be newspapers, books, magazines and websites. It might be either published data or unpublished forms of data.

4. Potential outcomes

a) The methodology of the study has been based on the secondary form of data collection and the qualitative research method has been used to carry out the whole study based on the aim that is to examine the effect of branding on consumer buying behaviour in the context of Cadbury.

b) It can be concluded from the above sections that as the consumer decision procedure to buy any product of Cadbury s is related to their approach, consumption pattern, observation, and awareness related to the product and service. Hence, it can be said that a stronger brand reputation lays a major foundation of trust among the consumer and marketers. If the marketing campaign of Cadbury is done correctly and constantly with the correct marketing message, they can even persuade the consumer to modify the brands or opt for more expensive substitutes.

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