BUSN20019 Professional Project

The field of research that has been chosen is Marketing management. Marketing is an essential part of the management as it connects the company with the relevant stakeholder. The communication in between the stakeholders and the company is important in order to align the interest of both and thus achieving the objectives of the business. For an aspiring marketing manager understanding the dynamics of the way the industry or the market in which the company operates is important to understand. Branding has been chosen as a variable, as it helps in establishing an identity for the company and thereby makes the process of communication with the stakeholders easy (Hollensen, 2010).

In the research secondary data will be used to understand and evaluate the co-relation in between the two variables of the research topic: branding and consumer relation. The two are independent concepts of marketing, thus in order to move ahead with the research the basic arguments of various authors regarding the features and the elements in these concepts should be discussed and understood. The secondary literature analysis will help in developing a foundation for the primary data collection (Stewart & Kamins, 1993). The process by which secondary data will be collected is using public websites like Google Scholar to access Journal articles and books as well as popular publishing websites or news articles. The research questions that can be answered with the help of the secondary data are:

What is branding and what are its elements? What is consumer behavior, why is it important for an organisation to understand the dynamics of consumer behavior? What are the barriers and limitations in banding?

Branding is the process by which an organisation develops an identity in the minds of the stakeholders who are associated with the company. This identity is unique and must have certain physical elements to associate with the identity like a name, colour scheme, tagline etc (Ottman, 2017). Consumer behavior is study of the people in order to understand the activities or the psychological aspects that are associated with the factors that make a consumer buy. There are several factors that impact the buying decision of a consumer, in this study the impact of branding will be analyzed to be one of those factors (Mullen & Johnson, 2013).

The search terms that will be used in Google scholar to get the desired literature is: Branding in Marketing, Brand Image, branding, branding marketing, consumer behavior, Impact of consumer behavior in decision making, consumer behavior and consumer preference, developing brand equity, Branding in Marketing mix, impact of branding on consumer behavior.

The articles that have been listed below will help in developing an understanding of the concepts of branding as well as consumer behavior. The articles will help in understanding the dynamics of the promotion mix with establishing the brand image among the stakeholders as well as determining the elements of consumer behavior which impact the process of decision making of purchasing a product or service. The decision making steps will also be analyzed form the literature as it is an important part of the study of consumer behavior.   

References

Hollensen, S. (2010). Marketing management: A relationship approach. Pearson Education.

ISIK, A., & YASAR, M. F. (2015). Effects of Brand on Consumer Preferences: A study in Turkmenistan. Eurasian Journal of Business and Economics, 8(16), 139-150.

Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmad, B. (2013). Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal, 23(1), 117-122.

Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press.

Oladepo, O. I., & Abimbola, O. S. (2015). The influence of brand image and promotional mix on consumer buying decision-a study of beverage consumers in Lagos State, Nigeria. British journal of marketing studies, 3(4), 97-109.

Hollensen, S. (2010). Marketing management: A relationship approach. Pearson Education.

Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press.

Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Routledge.

Stewart, D. W., & Kamins, M. A. (1993). Secondary research: Information sources and methods (Vol. 4). Sage.