Y/M/20. Master's Dissertation + Proposal. Influence of Branding on Consumer Purchasing Behaviour.

The dissertation is primary concentrated around the topics of branding, consumer behaviour and in particular link between demographics, brands and consumer behaviour. In more detail, the main focus of this research was placed upon the study of correlation between brands and demographics, i.e. how important the brand in terms of influence for people of different age demographics. The initial study of the literature has revealed that adolescents place a great deal of importance in brand name and image when making buying decisions. It was further expanded into comprehensive literature research and review of branding and demographics. The research was based upon two approaches - primary and secondary. The secondary one was in terms of detailed study of the literature available on main research subjects as well as review of previous similar researches. The primary research was reflected by use of focus group and semi-structured interview research methods. The survey consisted of 15 focus groups. On the whole, the overall picture was created for each age group in terms of how, what and where they buy along with their preferences and tastes. It was made available to see the importance placed by each particular group upon the brand names and image. It was identified that there is a significant difference in this respect varying from one group to another.