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Brand and Customer Behavior

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The end users of any product generated within the economy are referred to as consumers. As such, their behavior affects the product cycle and therefore good customer relations need to be established in order to retain and increase the market share. More to this point, the study of customer behavior as a key player in the market is essential in the economy. This is because customer decisions are influenced by a number of factors including culture, religion, lifestyles, occupation, social class and preferences among others (Parameswaran 2003). Similarly, the understanding of consumer behavior helps in branding products in a manner that attracts and meets the needs of the customer. As well, branding and establishing customer relations promotes customer brand loyalty.

Research questions

Basically, this research will address questions on branding and customer behavior. Therefore some of the research questions will include:

  • What are some of the factors that affect customer’s behavior?
  • How does branding influence customer behavior?
  • What is the relevance of brand loyalty to a market share?

In formulating and defining research question, it is important to consider some essential factors for a good research question. As such, a good research question should be:

  • precise that is, distinctive and examinable concepts
  • understandable meaning that there should be clear relationships between concepts
  • unique
  • testable
  • Should have hypothetical significance

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Research objectives

On the other hand, the research will analyze the target population and the prospect of customer behavior.  As such some of the research objectives will include:

  • To analyze customer needs, inspirations and behavior
  • To analyze whether customer-brand relationship is an essential aspect of brand loyalty
  • To establish whether branding is a useful marketing strategy

In carrying out the research, a range of methodologies are used in identifying the sample size of the population of study. Further to this, suitable sampling methods will be selected which will assist in determining the sample size from the sample frame. Essentially, the population of study will include the total number of customers in the targeted market. Nonetheless, since not every customer will be selected, it is necessary to use a sample that is representative of the whole population and that is not biased. Such sample will attain desirable results that help in achieving the set objectives. As such, there are various sampling techniques for use in defining the sample sample size. These are:

Probability sampling techniques which include:

  • Simple random sampling
  • Systematic sampling,
  • Stratified sampling
  • Multistage sampling

Non-probability sampling methods which entails

  • Judgmental sampling,
  • Snowball sampling and
  • Quota sampling.

However for this research, simple random sampling technique will be the most effective method to use in defining the sample size. In actual fact;

  • Every customer in the sample frame stands an equal chance of being selected and therefore the technique is highly representative of the total population and less biased compared to the other techniques.
  • Once a sample size is identified, what follows is to get information from the various individuals selected in the sample size.
  • In respect to this, various methods have been designed to obtain information with less bias from customers. Parameswaran (2003, p.121) asserts that the most commonly used method of collecting this information is through administration of questionnaires.
  • Data can also be collected through conducting interviews and the use of focus groups.  
  • Additionally, observing customer behavior can be useful in gathering sufficient information regarding their response to brands.

In conclusion, the analysis of brand and customer behavior will help in sustaining customers even at the onset of recession. This happens by building brand loyalty (Holtz 2008, p.10). Finally, the understanding of customer behavior will be fundamental in determining suitable marketing strategies that will be designed to increase and sustain market share.

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