RMBM Course Work A of M&S


  • Unit No:
  • Level: Undergraduate/College
  • Pages: 3 / Words 778
  • Paper Type: Case Study
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  • Downloads: 4298

Research Title

“To investigate the impact of brand image on customer perception: A case study of M&S”.


Consumers are the assets of the company, their buying behaviour influence the overall profitability of the company (Mendez and, 2015). Quality of produce, price, and promotion are the main components that influence the buying decision, apart from this feeling about the brand significantly influences the purchasing decision of the clients. The main objective of any organization is to influence consumer's perception and their feeling towards the brand and develop a brand image. In the competitive era there are many firms that are offering the same quality products to the consumers, so customers hold a specific image of the brand and then make their choice among a range of products offered by different corporations (Ngapo and, 2013).

In the study, the researcher will investigate the impact of brand image on customer perception. Current research is based on the case study of Marks and Spencer (M&S). It is the leading clothing retailer in Britain, it has more than 798 stores worldwide and is engaged in online selling (Oliver, 2014). M&S has strong penetration in the market and has more than 1.2 million fans on Facebook and 120000 Twitter followers.

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Research Issue

In the modern globalized era, consumers have to have a variety of choices for the same products and services, so users can easily be influenced towards other brands. Print, television, and social media have created a specific image in the minds of customers. If the firm fails to create a brand image then it would not be able to survive in the competitive market for a longer duration. Therefore, it is necessary for M&S to develop and maintain its brand image. In this way, it will be able to influence the consumer's perception (Rasmussen and, 2016). That would help in attracting a mass audience towards the brand and it will enhance the profitability of the company.

Why it is an Issue

M&S is working in the retail industry where the buying behaviour of users can impact the sustainability and profitability of the corporation. Power relies on the hands of customers, the brand image develops trust in the minds of users and they are loyal towards the brand. They think that they will get quality products from the shop. The satisfaction level of consumers can be increased if the company has set its unique reputation in the minds of consumers (Taylor, Bogdan and DeVault, 2015). To make them loyal and attract them towards the firm it is essential that M&S always work on maintaining its brand image, otherwise, it would be difficult for the cited firm to survive in the competitive market for a longer period. In this way, consumers will get attracted towards the entity and they will prefer to buy products and services of a particular company.

Research Shed Light on

This study will focus on the conceptual framework of consumer perception regarding goods and services and the factors that influence their decisions (Zhang, van Doorn and Leeflang, 2014). The objective of the research is to understand the impact of brand image on customer's buying behaviour. The investigation will provide recommendations to markets so that they can conduct further research in further in this context.


Books and References

  • Mendez, M. and, 2015. Sales Promotion and Brand Loyalty: Some New Insights.International Journal of Education and Social Science. 2(1). pp.103-117.
  • Ngapo, T. M. and, 2013. Marbling and ageing—Part 2. Consumer perception of sensory quality. Food research international. 51(2). pp.985-991.
  • Oliver, R. L., 2014. Satisfaction: A behavioural perspective on the consumer. Routledge.
  • Rasmussen, J. and, 2016. Are vegetation indices derived from consumer-grade cameras mounted on UAVs sufficiently reliable for assessing experimental plots? European Journal of Agronomy. 74. pp.75-92.
  • Taylor, S. J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.
  • Zhang, S. S., van Doorn, J. and Leeflang, P. S., 2014. Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures? International Business Review. 23(1). pp.284-292.
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