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S/M/654. Dissertation. Impact of branding on buying behaviour towards international brands in India

WORDS:
16900
DATE:
2011
PRICE:
169.99 GBP

The dissertation investigates the perception of international brands by Indian students and its dependence on their buying behaviour. Literature is reviewed on the brand theory including the management of brand in international markets, the features of international marketing in India, etc. The methodology of the research is based on secondary data and primary data obtained from informal interviews with student residents of the posh region of Mumbai to define their attitudes towards international brands, particularly, Marks and Spencer (M&S) brand. Conclusions are made about the influence of brands on the purchasing behaviour of Indian students.

 

KEYWORDS: Dissertation, branding, buying behaviour, international brands in India, Marks & Spenser, M&S,

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Other Papers On: International Marketing
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marks spencer management strategic marketing dissertation study swot financial strategy uk pestel hr strategies corporate chain forces value plan porter change social environment market business proposal brand spenser clothing plc om company performance ratio retail current apparel companies comparison responsibility vs examination international communications development customer pricing resource human position spain sector investment studies supermarket contrast towards sainsbury rise retailing positioning food john governance discounted evaluation lewis consumer impact operations information retailers past india expansion theory model review porters changing debenhams ranges profitability comparative relationship integrated associations re brands strengths competitive balance life image internationalisation culture s portugal entry ethical success ethics implications spencers service satisfaction activities opportunities logistics branding product store analytical evaluate cultural role effectiveness effect internationalization issues assessment power structure france primark employee five tesco promotional major literature supply compare card design managing turnaround sustainable audit policies programmes consumption shanghai organisational recovery increased team economy buying behaviour global situation fc motivation presentation organisations leadership distribution peacocks evans ecological describe recently weaknesses failures successes gaining profil advantages initiative retailer announced plans exit bp arabia saudi harvard brazilian practices employees previous begin experience internationally fo school production communication interior capabilities red bull advertising european royce public visual limited layout roll vodafone chinese nature resources blogs electronic demands environmental disclosure viral increasing sustainability cross adapting integration customers recession reporting competition businesses commerce websites agreements sectors banking relations internet internal external fashion systems ei bazaar trade zara spend employment overall organisation evolution merchandising gsk measuring free rfid technology impacts sixties capm mass evaluating guy toni loyalty investigating reasons mark vary women hospitality campaign outline managers difficult crisis manage nightwear organization advantage basis discuss doing initiatives recent mounted critically future attain minimisation continuous improvement fall decline brief hrm industrial economical profile decision virgin chains comparing companys waitrose toyota developed sainsburys morrisons asda supermarkets functions dealing reward total master retention unitary approaches pluralistic valuation burberry credit research calculate ratios reports annual career graduates efficiency conditions macroeconomic ability economic central political indicator models kingdom united stretching recommendation effective mission eastern europe female requirements serve lost sight serving traditional compared recommendations influence purposes productivity exploratory accounts effects job autonomy generic longpest gr mixes key pest factors solutions attitudes analyse using approach diversity tool appropriate successful c acquirer price pay statement link project fair perspective principles frameworks evaluative history performances purpose core
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