Business Research Method

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because of the fact that the product needs to enter the awareness set before it comes to the consideration set stated by Blackwell et al. (2001). The increase in brand awareness is conductive to a higher chance of entering the later set Nedungadi (1990). Hence, the brand with higher awareness would be more likely to be purchased.

Consequently, for a long time, an uncertainty existed as to how much companies should emphasise their brands and how much the average customer cared about those brands. Hence, it became vital for marketers to establish through research how important brands were in the purchasing process. This challenge was accepted by Marquardt et al., (1965), when they decided to investigate this issue by focusing on an everyday product. The results revealed that consumers wanted products with a well known brand and that only 25% of the respondents did not pay attention to the brand at all, instead considering the price at the most important factor in buying the product.

2.3 BRAND IDENTITY

Gummesson (2002), explains that there is a common belief that relationships are something that explicitly occurs between human beings. This however, not entirely true since there could be relationships that involve objects, symbols and other immaterial phenomena, this kind of branding which pays attention to the importance of relationships. The existing relationships between customers and the company, including their products and services are often impersonal but nevertheless important in branding since such relationships affect the image of a company. This image can be created by such factors as the company name, brands, famous company personalities and other persons who symbolise the attitudes of the company.

Kapferer (2008), also acknowledges the importance of relationships within branding and argues that a brand is above all a relationship, which involves deep emotional contacts and loyalty.The concept of brand identity has received much attention, and today the majority of marketing companies have specified their brand identity in corporate documents. Brand identity has grown to become a wide concept, now encompassing many of the earlier discussed theories. The brand identity gives guidelines to what parts of the brand should be kept the same and what elements can be modified, allowing brands to evolve in time.

3.0 RESEARCH METHODOLOGY

This explains the different methodology and it also justify that which methodology is appropriate for this research and why it would be chosen. The different method that would be used for data collection are also explained and justified with the research requirements alongside. The research should be valid as well as reliable and for that the most appropriate research method should be chosen.

3.1 RESEARCH DESIGN

The research design to be used in this research is scientific research. The scientific research starts with the structure of hypotheses from background knowledge and the casual observations which is also known as the inductive reasoning to give the reason for the consequences of hypotheses. This is followed by the confirmation or rejection and implications of the hypothesis. Scientific research is simply the integrated use of inductive and deductive reasoning. The objectives for the scientific research are as follows:

Exploration is when there is confusion or the researcher is not sure of which model to use, then the exploration is needed for the focus on developing the systems. Exploration studies tend toward loose structures with the objective of discovering future research tasks. One of the great advantages is that it is flexible and adoptable to change. Though it is flexible it inherent the exploratory research which does not mean absence of direction to the enquiry.

Descriptive research main objective is to portray an accurate profile of persons, events or situations and to describe market characteristics or functions. In this research the problem is well structured and completely clear but the researcher doesn’t know the answer. If the research is concerned with finding out who, what, where, when or how much, then the study is descriptive.

3.2 DATA COLLECTION METHOD

There are two types of data collection, primary data can be collected by different questionnaire as well as interview where as secondary data can be collected by library method. Secondary data is based on information or data which was collected by other’s secondary data. This research is based on both secondary and primary data so interviews and questionnaire as well as the library method would be used. To collect the information related to the research literature and background, secondary data various types of articles and books would be used. The motive for choosing mostly secondary data in this research is because it is given in a pattern so, it is quicker to analyse, it saves time, effort and money. It will lead to the identification of social issues which can be useful in a primary research investigation.

3.3 RESEARCH APPROACH

There are two types of research approach:

Qualitative research, seeks the meanings and motivations behind behaviour as well as a thorough account of behavioural facts and implications through the researcher’s encounter with people’s own actions, words and ideas. The characteristic of qualitative research is there will be the deeper understanding of the research problem and it helps to answer the questions like what, why and how.

Quantitative research, seeks to quantify the data and typically, applies some form of statistical analysis, the characteristics of quantitative research is that it focuses on numerical representation, any information before presenting it is tested by using the systematic approach.

Since this research is about building a strong brand and how to build brand equity, the approach chosen in this research is both quantitative and qualitative approach.

3.4 DATA ANALYSIS

The data would be accessible through books and articles which are mainly based on branding and brand equity. Many books and journals would be used such as Journal of Marketing Research, Strategic Brand Management and Brand Leadership just to name a few. Interviews and questionnaires would also be conducted