The Effects of Brand Perception on Consumer Purchasing Behaviour: A Study of Primark, Ireland.

Orenuga, Ayomipojojo Tosin (2020) The Effects of Brand Perception on Consumer Purchasing Behaviour: A Study of Primark, Ireland. Masters thesis, Griffith College.

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Abstract

This study captured the brand-related perception of Individual consumers to draw attention of business corporations interested in evaluating their customer’s purchasing frequency. This thesis analyzed “The Effects of Brand Perception on Consumer Purchasing Behavior: A Study of Primark, Ireland”. The research drilled further by examining the core brand perception variables influencing the purchasing behavior of consumers viz Brand Reputation, Price, Product Quality and Customer’s Service Quality. The study objectives and hypotheses formulated were aimed at employing these brand perception variables to measure their respective impact on the purchasing behaviour of consumers in the context of Primark, Ireland. Other, Non-brand perception were examined. The conceptual framework constitutes both the Brand and Non-brand perception core variables feeding into each other to predict the consumer purchasing behavior. The research embraced the positivist belief. The Survey strategy linked with the deductive approach further strengthened the methodological basis of the study. A quantitative study was carried out using the survey questionnaire validated (Face and content) and equally reliable. The Non-Probability sampling technique of purposive and snowball, supported the study to attain the targeted sampled population of 60 participants using online channels, powered by survey monkey. Descriptive statistics, Pearson product moment correlation coefficient (PMCC) and Multiple regression were deployed for the research analysis. The findings revealed that Brand Reputation had the highest relative contribution which was significantly positive (B=1.004; t=2.348; p<0.05). This is equally followed by Customer’s service quality, significantly negative (B=-0.876; t=2.387; p<0.05), Product quality, insignificantly negative (B=-0.367; t=-1.057; p>0.05) and Price had the least relative contribution. however, positive but not significant (B=0.259; t=0.746; p>0.05). The results further showed that the Predictor variables for the study had significant composite contribution on consumer purchasing behaviour. (12.7%). The results ultimately indicated that the independent variables examined for this study are good behavioral predictors as they have positive relationship with consumer purchasing behavior. (R=0.432) In conclusion, Primark should endeavour to explore the entity of brand perception in its entirety thus enabling them to have a greater command of their customer’s purchasing behaviour.

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