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Thesis: Branding & Its Impact on the Consumer Decision Making Process (iTunes Case Study) - Dec 2005  2005  Ratings: (1)|Views: 27,998 |Likes: |Likes: 259 259 Published by  by Kurt von Moos  Moos  B.B.A. (Hons) Thesis on Branding & Its Impact on the Consumer Decision Making Process (Using Apple iTunes Music Store UK as a case study) See more

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BRAN DING   IT’S  IMPACT ON

 

THE CON SUMER PURCHAS EDECISIO N-

 

MAKING PROCESS  KURT VON MOOS   DECEMBER 2005EURPOEA

 

 N BUSINESS SCHOOL LONDON 

2 

ACKNOWL EDGMENT S 

 

Writing this dissertation has  been an extraordinary  journey that ended one chapter in my life,only to  begin another. Th

 

is journey could never have been completed without the love andsupport of the special people that surround my life.First and foremost, I would

 

like to thank my mother, Maureen von Moos. You have given me somany opportunities in life. I have come to owe you so much, that all I

 

can offer you is myunconditional love and gratitude.To my Grandparents,  Nazek & Ben, not a day goes by that my soul does not miss you. I

 

hope youcan look down today, and finally be proud of me.I would like to also thank Burton Paul, for inspiring me to achieve more. Thank you for

 

 being theolder  brother I always wish I had.To my dear friends,  Nicolas & Peter, your friendship and support have meant the world to me.You two

 

will always have a special place in my heart.I would like to extend a very special thank you to David & Birgit. Your constant support

 

andfriendship was instrumental in me preserving my sanity. Thank you both so much.And to  Natasha…you’ve   Natasha…you’ve  changed my life. I love you. 

 

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EXECUTIV E SUMMARY 

Modern day

marketing has greatly evolved. Companies now

 

use consumer driven approaches tofurther their abilities to satisfy the countless emerging needs and wants of the modern

 

consumer.Among st these consumer driven approaches,  branding has emerged as one of the crucial activitiesrequired in the building of

 

a loyal customer  base and the creation of an effective brand image.The main aim of this research paper is to ascertain what the main impacts

 

of branding are on theconsumer  based purchase decision-making  process. In doing so, the author aims to determine theextent of the

 

correlation  between the activities of  branding and consumer  purchasing as well asput into  perspective the main functions

 

and values  branding can offer companies in terms of guiding valued customers through the often complex process of purchase

 

decision-making. Theauthor has set out to use the example of Apple Computers, Inc.’s Inc.’s   iTunes Music Store UK as areal life study of how

 

the UK’s UK’s leading  leading legal online music provider applies these concepts.Via the use of an online survey and various economic models used to

 

ascertain the external andinternal factors affecting the iTunes Music Store UK, the author has determined that iTunesMusic

 

Store has focused on the enhancement and extension of its  brand image to cater to thelearning  process, attitudes formation

 

 process and  perception of consumers in the UK market fordigital music industry. In doing so, iTunes UK has secured a 85% market

 

share in the UnitedKingdom. Their success can  be attributed to their use of  branding to create a loyal and in someinstances, fanatical

 

following of digital music lovers. As a direct result, Apple as contributed tothe fight against online music  piracy, which as

 

resulted in a 10% decrease of illegallydownloa ded music.This dissertation has found that  branding has an large impact on the learning and

 

attitudesformatio n process that takes place during consumer  purchasing activities. As a direct result,consumers form meaningful

 

links to a brand image, brand name or company, that leads tosustainable sales as well as the sustainable satisfaction of

 

consumers wants and needs.  4 

TABLE OF CONTENTS  1 

 

Chapter 1 Introduction 

1.1 

Introduction1.2  Research Aims & Objectives  2 

 

  Chapter 2  –   Literature Review 

2.1  Introduction2.2 

 

Understanding Branding2.2.1  Branding in Today’s   Today’s Markets2.2.2 

 

The Development of Brand Equity2.2.3  The Competitive Advantage of Brand Loyalty2.3 

 

Branding’s   Branding’s Influence on Consumer Purchasing Behaviour 2.3.1  Impact on the Consumer

 

Learning Process2.3.2  Impact on the Consumer’s   Consumer’s Perception of Brands2.3.3 

 

Impact on Consumers’  Consumers’  Attitude Towards Brands  3  Chapter 3 Methodology 

3.1 

 

  Introduction3.2  Defining Research Methodology3.3  Research Aims3.4 

 

  Research Philosophy3.5  Research Approach3.6  Execution of Strategy3.6.1 

 

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