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Does Brand Awareness, Store Image and Service Quality Lead To Better Perceived Brand Equity? A Study of Watsons (2017)

Factors including brand awareness, store image and service quality plays an imperative role for a retail brand to develop its brand image in the modern business world. With this concern, the prime intent of this research study is to determine whether brand awareness, store image and service quality assists the retail brand i.e. Watsons to attain better perceived brand equity in the global business market. The research study aims at identifying how Watsons retail brand has implemented its brand marketing plans and strategies in the East Asian marketplace to develop brand image.

Moreover, the study has attempted to recognise the market segmentation strategies of Watson’s retail brand. At the same time, the study has emphasised understanding the pricing, distribution along with promotional and advertising strategies of Watsons’ retail stores. Most importantly, the research study has reviewed the buying behaviours of the retail consumers in the East Asian market zone. Finally, the research study has focused on identifying those particular factors that influence customers to select Watsons retail brand over others.

Dissertation objectives

  • To identify the brand marketing plans and strategies of Watsons
  • To recognize the market segmentation approaches of Watsons retail brand
  • To comprehend the pricing, distribution along with promotional and advertising strategies of Watsons
  • To analyse the brand management policies of Watsons retail stores
  • To review the buying behaviours or the trends of the consumers in retail segment
  • To identify the factors that may drive customers to select Watsons retail brand over its chief business market competitors

  • 22,000 words – 100 pages in length
  • Excellent use of literature
  • Excellent analysis of subject area
  • Well written throughout
  • Includes questionnaire
  • Ideal for marketing students

1: Introduction
Background of the Research
Aim and Objectives of the Research Study
Overview of the Research Method

2: Literature Review
Overview of Brand Awareness
Description of Store Image
Idea of Service Quality
Relation between Brand Awareness, Store Image and Service Quality
Brand Marketing Plans and Strategies of Watsons Retail Store
Identification of Market Segmentation Approach of Watsons
Pricing Strategy of Watsons
Distribution Strategy of Watsons
Promotional Strategy of Watsons
Brand Management
A Detailed Analysis of the Buying Behaviours of the Customers
An Economic View
A Passive View
A Cognitive View
An Emotional View
Factors Driving Consumers towards Selecting Watsons Retail Brand
Strategies Involved In Establishing Better Brand Equity for Watsons’ Retail Brand
A Detailed Analysis of the Outcomes

3: Research Methodology
Research Aims and Objectives
Type of Research Methodology Chosen Including Justification of Research Methods and Techniques
Survey Technique
Sampling Framework
Sample Number
Chosen Population Sample
Chosen Sample Approaches
Biographical Details
Time Scale for Research
Data Analysis Technique
Data Collection Method
Instrument Used
Statistical Treatment of Data
Research Method Analysis and Assessment of Limitations
Reliability and Validity
Research Ethics

4: Results, Analysis and Discussion
Primary Research Data
Secondary Research Data
Significance of Brand Awareness
Importance of Store Image
Impact of Service Quality
Association between Brand Awareness, Store Image and Service Quality
Importance of Marketing Planning and Strategies
Essentially of Market Segmentation
Essentially of Adequate Pricing Strategy
Importance of Distribution in Retail Business
Factors That Can Drive Consumers towards a Retail Brand
Essentially of Strategic Involvement
Hypothesis Testing
Relationship between Brand Awareness and Brand Equity
Relationship between Store Image and Brand Equity
Relationship between Service Quality and Brand Equity
Discussion of Findings

5: Recommendations and Conclusion
Recommendations
Conclusion

References

Appendix
Questionnaire

Store Image and Service Quality - Brand Awareness Dissertation
Store Image and Service Quality – Brand Awareness Dissertation

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