A

DISSERTATION REPORT
ON

IMPACT OF BRAND VALUE ON COMSUMER BUYING BEHAVIOUR

: COMPARATIVE STUDY BETWEEN MCDONALD AND BURGER KING

SUBMITTED TO
SAVITRIBAI PHULE PUNE UNIVERSITY
IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR
THE AWARD OF THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION [MBA]

MARKETING MANAGEMENT

SUBMITTED BY
MRUTYUNJAY SANJAY DRAVID

UNDER THE GUIDANCE OF

PROF. PRIYANKA PAWAR

AT
INDIRA COLLEGE OF ENGINEERING AND
MANAGEMENT,PARANDWADI, PUNE 41102

BATCH 2018-2020
SHREE CHANAKYA EDUCATION SOCIETY'S

Approved By AICTE New Delhi(.DTEMS)and Affliated to Savitribai Phule Pune University

AISHECode:C-41944

COLLEGE CERTIFICATE

This is to certify that the dissertation entitled “IMPACT OF BRAND VALUE ON COMSUMER
BUYING BEHAVIOUR: COMPARATIVE STUDY BETWEEN MCDONALD AND BURGER KING”
submitted in partial fulfilment of the requirement for the degree of Masters in Business
Administration in subject of Dissertation Report is a bona fide research work carried out by
Mrutyunjay Sanjay Dravid student of Indira College of Engineering and Management affiliated to
SavitribaiPhule Pune University, under my supervision and that no part of research has been
submitted for any other degree.
This assistance and help received during the course of this investigation has been fully
acknowledged.

Dr. Archana Salve Prof. Priyanka Pawar

HOD MBA Internal Project Guide
ICEM-MBA ICEM-MBA
 DECLARATION

I, Mrutyunjay Sanjay Dravid of MBASEAT.NO. Hereby declare that the project work on
“IMPACT OF BRAND VALUE ON COMSUMER BUYING BEHAVIOUR:
COMPARATIVE STUDY BETWEEN MCDONALD AND BURGER KING” whichhas
been submitted to university of Pune, is original work of the undersigned and has not been
reproduced from any other source. All the references have been dully acknowledge.

Place: Pune

Date: 15/03/2020 Mrutyunjay Sanjay Dravid

3
 ACKNOWLEDGEMENT

The gratification and joy that accompanies the successful completion of any task would be
incomplete without the humble deep-felt expression of gratitude to the people who made it
possible, because success is bridge between hard work and efforts and above all encouraging
guidance and support.
I wish to extend my profound to Prof. Priyanka Pawar, Professor at Indira College of
engineering and management. For helping me in key decisions and necessary advices and
guidance and arrange all facilities to make things easier. I take this opportunity to acknowledge her
contribution gratefully for the same.
I express my sincere thanks to all faculty of Indira College of engineering and management, Pune. for
their support and encouragement about project the related work.

My heartily thanks to my family and friends who were always there to support and encourage me.

Finally, I would like to express my sincere thanks to Dr. Archana Salve, HOD, ICEM. for her
continuous guidance and encouragement in pursuing this project.

4
 INDEX

Chapter Contents Page No

No.

1 Introduction 6
Brief history 7
Need for study 7

Objective of the study 9

2 Literature Review 10
Key concept, terms and their definitions 10
Important theoretical models 19

3 Research Methodology 20
Type of Research
Collection of Data
Demographic statistics 21
4 Data analysis and Interpretation 24

5 References 35

6 Findings and conclusions 36

7 Questionnaires 38

5
 Executive Summary

The twenty first century age represent key changes in the marketing strategies employed by
organizations and institutions in order to help them be very competitive and be sustainable in the
turbulent market that they find themselves. Major changes include the institution of brand
managers, constant research on the performance of brands and the behavior displayed by
consumers.

The purpose of this research was to determine the impact a brand has on the behaviors of
consumers with special regards to their purchase behaviors and its relevance to fast food
industry.
The objectives included the impact of branding on consumer decision – making process of the
consumers in Pune, Maharashtra; determine whether there is a correlation between consumer’s
perception and branding and to also present the key theories and concepts surrounding the topic.

The methods used for the research was a non – probability sampling technique as far as data
collection was concerned. This was administered on a total of thirty respondents around Pune as
the agents.

6
 Introduction

Today's consumers are more demanding for an increasing level of fun and variety. Customers
demand for quality and healthy food that is offered as per their convenience and changing
cultural needs.

In an increasingly complex world, individuals and businesses are faced with more and more
choices but seemingly have less and less time to make those choices. The ability of strong brand
to simplify consumer decision making, reduce risk, and set expectations is thus invaluable.
Creating strong brands that deliver on that promise, maintaining and enhancing the strength of
those brands over time is thus a management imperative.

Branding involves the process of endowing products and services with the advantages that
accrue to building a strong brand (e.g., enhanced loyalty, price premiums, etc.).

In this complex marketing world, marketers find themselves having to grapple with difficult
issues about branding and their brands. What are the most effective and efficient means of
building a strong brand? What are the proper roles for popularized marketing approaches such as
buzz marketing, permission marketing, one-to-one marketing, experiential marketing, and so on?
How do you measure the strength and value of a brand? How do you decide when and where to
expand a brand, for example, into new product categories or new market segments? How do you
keep brand relevant and contemporary while preserving its heritage and sources of equity? In
many cases, a deeper understanding of how consumers feel, think, and act could provide
valuable guidance to address these brand-management challenges.

6
Brief History of Branding:

According to the American Marketing Association (AMA), a brand is a “name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods and services of one
seller or group of sellers and to differentiate them from those of competition

The word brand originally meant anything hot or burning, and for hundreds of years was
associated with the process of marking an animal with a unique symbol so that the owner could
identify it at a later date.

The term brand now has a wider meaning, and is used to describe a name, logo or slogan
associated with a particular company, product or service. Brands came about as a way to identity
a companies' products from similar products of rival businesses, but of course branding could
also be used to disguise an inferior product as one of higher quality

A brand is all about how a customer perceives a product or company. A successful brand is
recognizable and creates an instant association with a product or service. For example, people
see a McDonald’s Restaurant, and they know they can get quick and cheap food there.

Need for the Research

The purpose of the current research is to gain insight into the impact of brand attitude on
consumer purchase behavior. Based on the proposition that attitude has three components,
cognitive, affective and intention the present study measures affective and cognitive components
to compare the effects of each on consumer purchase behavior.

7
McDonald's

McDonald's is an American fast food company, founded in 1940 as a restaurant operated by

Richard and Maurice McDonald, in San Bernardino, California, United States. They rechristened
their business as a hamburger stand, and later turned the company into a franchise, with the
Golden Arches logo being introduced in 1953 at a location in Phoenix, Arizona. In 1955, Ray
Kroc, a businessman, joined the company as a franchise agent and proceeded to purchase the
chain from the McDonald brothers.

McDonald's predominantly sells hamburgers, various types of chicken, chicken sandwiches,

French fries, soft drinks, breakfast items, and desserts In most markets, McDonald's offers salads
and vegetarian items, wraps and other localized fare. On a seasonal basis, McDonald's offers the
McRib sandwich. Some speculate the seasonality of the Mc Rib adds to its appeal.

BURGER KING

Founded in 1954, BURGER KING is the second largest fast food hamburger chain in the world
with about 13,000 restaurants operating in 100 countries. The original HOME OF THE
WHOPPER, our commitment to premium ingredients, signature recipes, and family-friendly
dining experiences is what has defined our brand for more than 50 successful years

Every day, more than 11 million guests visit BURGER KING® restaurants around the world.
And they do so because our restaurants are known for serving high-quality, great-tasting, and
affordablefood.
8
Objectives of the Study

The overall goal of the current research is to identify the impact of brand value on consumer
purchase behavior. To satisfy the overall goal, the following list of more specific objectives is
employed:

1. .To understand the concept of brand value and consumer purchase behavior.

2. To study and understand impact of brand value on consumer purchase behavior for
MacDonald and BURGERKING.

3. To know the relationship between consumer brand loyalty and their acceptance of brand
extension.

4. To study the relationship between consumer brand loyalty and their consumption
frequency.

5. To find out what kind of products consumers expect as a brand extension.

6. To examine witch brand within MacDonald and BURGER KING is most preferred.

9
 LITERATURE REVIEW

What is Branding?

To gain a clear understanding of the topic under study, there is the need to explain what a brand
is from the academic point of view.

A brand represents the entire picture captured in the mind and soul of consumers and as such,
brands are revered as important assets as far as individuals, organizations or companies are
concerned.

John Stewart, a former CEO of Quaker Oats, for example once said “If this business were split
up, I would give you the land and bricks and mortar, and I would keep the brands and
trademarks, and I would fare better than you.”

This clearly drives home the point that brands are very valuable to companies and even much
heavier than assets, hence the need to be properly managed.

A brand is an acronym, signal, mark or blueprint, or a combination of these, that identifies the
maker or seller of a product or service.

A brand is a name, symbol, or any feature that identifies one sellers good or service as distinct
from those of other sellers. The American Marketing Association (2014). 9

The above theories mentioned so far restricts the impact of a brand on the decision making
process exhibited by the consumer however, elaborates by stating that “brands help consumers to
make decisions. Consumers recognize brands and buy them because they promise to fulfill a
need, due to recommendations or based on earlier experiences with the brand. Consumers also
buy brands because the brand story connects with them emotionally, it offers them a self –
expressive benefit, or they find the brands relevant in certain cultural context”.

Consumers see a brand as an essential element of a product or service and it does add value to
the latter. Consumers do attach meanings and interpretations to a brand due to the services or
satisfaction it promises to deliver. For example, most consumers often view Apple products of
highquality,prestigeandexpensivebrand.Theyfeeltheywillberecognizedwhenseenusingit
10
hence will purchase it irrespective of the price factor. Based on this, it is obvious that brands
have an immense role in how consumers associate themselves with a specific product or service
and hence affecting purchasing decision.

Branding has become so important that hardly no commodity or service go unbranded. Even
salts are branded and the same salt in an unbranded bottle will be viewed as poor or poor quality
product. “Even common bolts and nuts are packaged with a distributor’s label, and automobile
parts – spark plugs, tires, filters – bear brand names that differ from those of the automakers”.
(Kotler 13thEdition)

It therefore also makes it imperative to understand that branding is not about getting your target
audience to choose over the competition but about getting your prospects to see you and only
you as the only solution to their problems.

Kotler (1999) expands the concept of identity by stating that a brand is capable of conveying up
to six different levels of meanings and this is known as “Six Dimensions of the Brand”.

Attributes: A brand communicates certain attributes to the minds of consumers such as

prestige. cellular network providers promising the availability if network coverage “everywhere
you go”.

Benefits: The attributes that fortifies a products features by way of stating its benefits and
makes it more attractive.

Values: That is the brand also represents the company's values, systems and structure.

Culture: The brand representing the characteristics of the target audience. The telecom
organizations have all their branding activities and offerings that reflect the typical Ghanaian
individual.

Personality: The brand can project behavioral personality patterns of targeted consumers. For
example, Mtn Ghana uses the famous Ghanaian musician, Samini as their brand ambassador.

11
User: The brand, at certain times emulates the final user.

12
Consumer Buying Behavior :

Buying Behavior is the decision processes and acts of people involved in buying and using
products. Consumer Buying Behavior refers to the buying behavior of the ultimate consumer.
Many factors, specificities and characteristics influence the individual in what he is and the
consumer in his decision making process, shopping habits, purchasing behavior, the brands he
buys or the retailers he goes. A purchase decision is the result of each and every one of these
factors. An individual and a consumer is led by his culture, his subculture, his social class, his
membership groups, his family, his personality, his psychological factors, etc. and is influenced
by cultural trends as well as his social and societal environment.

By identifying and understanding the factors that influence their customers, brands have the
opportunity to develop a strategy, a marketing message (Unique Value Proposition) and
advertising campaigns more efficient and more in line with the needs and ways of thinking of
their target consumers, a real asset to better meet the needs of its customers and increase sales.

Consumer behavior refers to the selection, purchase and consumption of goods and services for
the satisfaction of their wants. There are different processes involved in the consumer behavior.
Initially the consumer tries to find what commodities he would like to consume, then he selects
only those commodities that promise greater utility. After selecting the commodities, the
consumer makes an estimate of the available money which he can spend. Lastly, the consumer
analyzes the prevailing prices of commodities and takes the decision about the commodities he
should consume

13
1) Cultural Factors:

Culture is crucial when it comes to understanding the needs and behaviors of an individual.
Basically, culture is the part of every society and is the important cause of person wants and
behavior. The influence of culture on buying behavior varies from country to country therefore
marketers have to be very careful in analyzing the culture of different groups, regions or even
countries. Throughout his existence, an individual will be influenced by his family, his friends,
his cultural environment or society that will teach him values, preferences as well as common
behaviors to their own culture. For a brand, it is important to understand and take into account
the cultural factors inherent to each market or to each situation in order to adapt its product and
its marketing strategy. As these will play a role in the perception, habits, behavior or
expectations of consumers.

McDonald s is a brilliant example of adaptation to the specificities of each culture and each
market. Well aware of the importance to have an offer with specific products to meet the needs
and tastes of consumers from different cultures, the fast food giant has for example: a
McBaguette in France (with french baguette and Dijon mustard), a Chicken Maharaja Mac and a
Masala Grill Chicken in India (with Indian spices) as well as a Mega Teriyaki Burger (with
teriyaki sauce) or Gurakoro (with macaroni gratin and croquettes) in Japan.

a) Sub-cultures
A society is composed of several sub- cultures in which people can identify. Subcultures are
groups of people who share the same values based on a common experience or a similar lifestyle
in general. Each culture contains different subcultures such as religions, nationalities, geographic
regions, racial groups etc. Marketers can use these groups by segmenting the market into various
small portions.

It s a real brand positioning with a well- defined target in a sector that only offered makeup
products to a Caucasian target until now (with the exception of niche brands) and was then
receiving critics from consumers of different origin. Brands often communicate in different
ways, sometimes even create specific products (sometimes without significant intrinsic
difference) for the same type of product in order to specifically target an age group, a gender or a
specific sub-culture.
14
 b) Social classes:
Social classes are defined as groups more or less homogenous and ranked against each other
according to a form of social hierarchy. Even if it s very large groups, we usually find similar
values, lifestyles, interests and behaviors in individuals belonging to the same social class. Every
society possesses some form of social class which is important to the marketers because the
buying behavior of people in a given social class is similar. In this way marketing activities
could be tailored according to different social classes. Some studies have also suggested that the
social perception of a brand or a retailer is playing a role in the behavior and purchasing
decisions of consumers. In addition, the consumer buying behavior may also change according to
social class. A consumer from the lower class will be more focused on price.

c) Cultural trends:
Cultural trends or Bandwagon effect are defined as trends widely followed by people and which
are amplified by their mere popularity and by conformity or compliance with social pressure.
The more people follow a trend, the more others will want to follow it.

For example, Facebook has become a cultural trend. The social network has widely grew to the
point of becoming a must have, especially among young people.

2) SocialFactors:
It includes groups (reference groups, aspiration groups and member groups), family, roles and
status. This explains the outside influences of others on our purchase decisions either directly or
indirectly. Social factors are among the factors influencing consumer behavior significantly.
They fall into three categories: reference groups, family and social roles and status.

a) Reference groups:
The membership groups of an individual are social groups to which he belongs and which will
influence him. The membership groups are usually related to its social origin, age, place of
residence, work, hobbies, leisure, etc. Reference groups have potential in forming a person
attitude or behavior. The impact of reference groups varies across products and brands. For
example if the product is visible such as dress, shoes, car etc then the influence of reference
groups will be high. Reference groups also include opinion leader.

15
 b) Family
The family is maybe the most influencing factor for an individual. It forms an environment of
socialization in which an individual will evolve, shape his personality, acquire values. But also
develop attitudes and opinions on various subjects such as politics, society, social relations or
himself and his desires. Buyer behavior is strongly influenced by the member of a family.
Therefore marketers are trying to find the roles and influence of the husband, wife and children.
If the buying decision of a particular product is influenced by wife then the marketers will try to
target the women in their advertisement.

c) Personal factors
It includes such variables as age and lifecycle stage, occupation, economic circumstances,
lifestyle (activities, interests, opinions and demographics), personality and self concept. These
may explain why our preferences often change as our `situation' changes. Decisions and buying
behavior are obviously also influenced by the characteristics of each consumer

d) Age
A consumer does not buy the same products or services at 20 or 70 years. His lifestyle, values,
environment, activities, hobbies and consumer habits evolve throughout his life. Age and life-
cycle have potential impact on the consumer buying behavior. It is obvious that the consumers
change the purchase of goods and services with the passage of time. Family life-cycle consists of
different stages such young singles, married couples, unmarried couples etc which help
marketers to develop appropriate products for each stage. For example, during his life, a
consumer could change his diet from unhealthy products (fast food, ready meals, etc.) to a
healthier diet, during mid-life with family before needing to follow a little later a low cholesterol
diet to avoid health problems.

e) Lifestyle
The lifestyle of an individual includes all of its activities, interests, values and opinions. The
lifestyle of a consumer will influence on his behavior and purchasing decisions. For example, a
consumer with a healthy and balanced lifestyle will prefer to eat organic products and go to
specific grocery stores, will do some jogging regularly (and therefore will buy shoes, clothes and
specific products),etc.

16
 f) Personality:
Personality is the set of traits and specific characteristics of each individual. It is the product of
the interaction of psychological and physiological characteristics of the individual and results in
constant behaviors. It materializes into some traits such as confidence, sociability, autonomy,
charisma, ambition, openness to others, shyness, curiosity, adaptability, etc. While the self-
concept is the image that the individual has or would like to have of him and he conveys to his
entourage.

g) Occupation
The occupation of a person has significant impact on his buying behavior. For example a
marketing manager of an organization will try to purchase business suits, whereas a low level
worker in the same organization will purchase rugged work clothes.

h) Personality
Personality changes from person to person, time to time and place to place. Therefore it can
greatly influence the buying behavior of customers. Actually, Personality is not what one wears;
rather it is the totality of behavior of a man in different circumstances. It has different
characteristics such as: dominance, aggressiveness, self-confidence etc which can be useful to
determine the consumer behavior for particular product or service.

3) Psychological factors:
It affecting our purchase decision includes motivation (Maslow's hierarchy of needs), perception,
learning, beliefs and attitudes. Other people often influence a consumer s purchase decision. The
marketer needs to know which people are involved in the buying decision and what role each
person plays, so that marketing strategies can also be aimed at these people. Among the factors
influencing consumer behavior, psychological factors can be divided into 4 categories:
motivation, perception, learning as well as beliefs and attitudes

a) Motivation:
Motivation is what will drive consumers to develop a purchasing behavior. It is the expression of
a need is which became pressing enough to lead the consumer to want to satisfy it. It is usually
working at a subconscious level and is often difficult to measure. The level of motivation also
affects the buying behavior of customers.
17
Every person has different needs such as physiological needs, biological needs, social needs etc.
The nature of the needs is that, some of them are most pressing while others are least pressing.
Therefore a need becomes a motive when it is more pressing to direct the person to seek
satisfaction. Motivation is directly related to the need and is expressed in the same type of
classification as defined in the stages of the consumer buying decision process.

To increase sales and encourage consumers to purchase, brands should try to create, make
conscious or reinforce a need in the consumer s mind so that he develops a purchase motivation.
He will be much more interested in considering and buy their products. They must also,
according to research, the type of product they sell and the consumers they target, pick out the
motivation and the need to which their product respond in order to make them appear as the
solution to the consumers need.

b) Perception:
Perception is the process through which an individual selects, organizes and interprets the
information he receives in order to do something that makes sense. The perception of a situation
at a given time may decide if and how the person will act. Selecting, organizing and interpreting
information in a way to produce a meaningful experience of the world is called perception. There
are three different perceptual processes which are selective attention, selective distortion and
selective retention. In case of selective attention, marketers try to attract the customer attention.
Whereas, in case of selective distortion, customers try to interpret the information in a way that
will support what the customers already believe.

c) Learning
Learning is through action. When we act, we learn. It implies a change in the behavior resulting
from the experience. The learning changes the behavior of an individual as he acquires
information and experience. For example, if you are sick after drinking milk, you had a negative
experience, you associate the milk with this state of discomfort and you learn that you should not
drink milk. Therefore, you don t buy milk anymore. Rather, if you had a good experience with
the product, you will have much more desire to buy it again next time. The learning theories can
be used in marketing by brands.

18
 d) Beliefs and attitudes:
A belief is a conviction that an individual has on something. Through the experience he
acquires, his learning and his external influences (family, friends, etc..), he will develop beliefs
that will influence his buying behavior. Customer possesses specific belief and attitude towards
various products. Since such beliefs and attitudes make up brand image and affect consumer
buying behavior therefore marketers are interested in them. Marketers can change the beliefs and
attitudes of customers by launching special campaigns in this regard. To change the brand s
marketing message or adjust its positioning in order to get consumers to change their brand
perception.

Impact of brand on Consumer Behavior

In the initial phases of this work, the basic fundamentals with regards to a brand and consumer
behavior were identified. The following part seeks to under pin the influence a brand has on the
behavior as far as consumers are concerned. Branding has a strong impact on the perception in
relation to the behavior displayed by consumers. Perception according to Kotler (2009) is the
processes by which individuals go about their selection, organization, and interpretation of
information to form meaningful pictures of the world as far as products or services are
concerned.

In other words, it could be seen as the thoughts and pictures consumers have in mind or memory
as far as a brand is concerned from the marketing point of view.

Perception is vital in the decision making process. In the competitive world, products are not
only patronized because of only the functional use or characteristics but also due to the social or
in some circumstances the psychological aspects associated with it.

When consumers are introduced to a brand through the various means like advertising,
packaging, word – of – mouth, their levels of brand awareness gradually increases and as it once
awareness increases, the purchase decision of that brand in question will be influenced by the
perception of that brand.

19
 Research Methodology

A research method is a systematic plan for conducting research. Sociologists draw on a variety of
both qualitative and quantitative research methods, including experiments, survey research,
participant observation, and secondary data. Quantitative methods aim to classify features, count
them, and create statistical models to test hypotheses and explain observations. Qualitative
methods aim for a complete, detailed description of observations, including the context of events
and circumstances.

Research:

The systematic investigation and study of materials and sources in order to establish facts and
figures to reach new conclusions.

Research Design:

A research design is the set of methods and procedures used in collecting and analyzing
measures of the variables specified in the research problem research. The design of a study
defines the study type (descriptive, correlation, semi-experimental, experimental, review, meta-
analytic) and sub-type (e.g., descriptive-longitudinal)

Sampling:

It is not always necessary to collect data from whole universe. A small representative sample
may serve the purpose. A sample means a small group taken in a large lot. This small group
should be emanative cross section and really “representative” in character. This selection process
is called as sampling.

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Sample size:

Samples are devices for learning about large masses by observing a few individuals. The selected
sample is30.

Convenience Sample Method

The method adopted here is convenience sampling method. A Convenience sample is one where
sample is selected as per the convenience to researcher.

Questionnaire:

A questionnaire is a carefully complied logical sequence of questions directed to a define

objective. It is the outline of what information is required and the framework on which the data is
built upon. Questionnaire is commonly used in securing marker information that its preparation
deserves utmost skill and care.

21
 DEMOGRAPHIC STATISTICS

 38 percent of moms are more likely to buy products from brands that other women ‘Like’ on
Facebook.

 77% of brand conversations on social media are people looking for advice, information, or
help.
 Brands that inspire a higher emotional intensity receive 3x as much WOM (word-of-mouth)
as less emotionally-connected brands.

 Percentage of Brand Loyalty by Category and Gender

Category Men Women

Apparel 30% 16%

Automobiles 48% 40%
Financial services and
43% 34%
investments
Home Electronics 34% 27%
Hotel and Resort 32% 21%
Household appliances 25% 18%
Smart-phones and tablets 47% 43%

 Which Brand Attributes matter the most

Brand Attribute %age

Trustworthiness 31%
Creativeness 29%
Intelligence 23%
Authenticity 22%
Confidence 21%

22
 59% of consumers say their decision of when a brand becomes a favorite of theirs occurs
right after their first purchase or when their service begins

 4 in 10 people Have Boycotted A Brand In the Past Year Due to Its Irresponsible Behavior

 38 percent of people have recommended a brand they “like” or follow on a social network

 84 percent of B2B marketers listed brand awareness as the key content marketing goal for
their business.

 64% of respondents would open an email simply because they trusted the brand

23
 DATA ANALYSIS AND INTERPRETATION

1. Age Group:

Table No.1
No. Of
Sr. No. Parameters Respondents Percentage

1 Under 20 2 6%
2 21 – 30 19 64%
3 31 – 40 6 20%
4 41& above 3 10%
Total 30 100%

Chart No.1

10% 6%

Under 20
20%
21 –30
31 –40
41& above

64%

Interpretation

A careful examination of the above information shows that most of the respondent’s involved
in this research work were between the ages of 21 – 30 years as they represented 64 % of the
total and 31 – 40 years who represents 22 % of the sample. 40 and above represented 8 % and again,
whiles only 6 % represented the youth that is under 20years.

24
2. Profession:

Table No.2

No. Of
Sr. No. Parameters Respondents Percentage

1 Student 10 33%
2 Self employed 8 27%
3 Employee 12 40%
Total 30 100%

Chart No.2

33%
40%
Student
Self employed
Enployee

27%

Interpretation

Above chart And table shows that 40% of total respondent are employees,33% are students And
27% are self employed.

25
3. Monthly Income:

Table No.3
No. Of
Sr. No. Parameters Respondents Percentage

1 No income 10 33%
2 Less than 15000 10 33%
3 30000 -500000 8 27%
More than 50000 2 7%
Total 30 100%

Chart No.3

7%

33%
No income
27%
Less than 15000
30000 -500000
More than 50000

33%

Interpretation

Above chart And table shows that 33% of total respondent have monthly income less than
15000, 33% are students having no income And 27% have income between 30,000 to 50,000.7%
have income more than50,000.

26
4. Preferences of Brand

5. Table No.4

No. Of
Sr. No. Parameters Respondents Percentage

1 McDonald 17 57%
2 BURGER KING 13 43%
Total 30 100%

Chart No.4

43%

57% McDonald
BURGER KING

Interpretation

From above table and chart we can see that from total respondent 57% respondent prefer
McDonald and on 43% prefer BURGER KING. This include that most of the respondent prefer
McDonald over BURGER KING.

27
6. Visit to the McDonald

Table No.5

No of
Sr. No. Parameters Percentage
Respondents
1 Less than 1 year 00 00
2 1 year 2 6%
3 2 year 05 17%
4 More than 2 year 23 77%
Total 30 100%

Chart No.5

Chart Title
Less than1year 1year 2 year More than 2 year

0%
6%

17%

77%

Interpretation

From the above table we can se that 77% people are visiting McDonalds from more than two
years and 17% are visiting from 2 year and 6% From a year .witch shows consumers are more
loyal to McDonald

28
7. Visit to the BURGER KING

Table No.6

No of
Sr. No. Parameters Percentage
Respondents
1 Less than 1 year 4 13%
2 1 year 5 17%
3 2 year 6 20%
4 More than 2 year 15 50%
Total 30 100%

Chart No. 6

13%

Less than 1 year

17% 1 year
50%
2 year
More than 2 year

20%

Interpretation

from the above table and chart we can see that from all respondent 13% respondent are visiting
BURGER KING for less than 1 year .which is comparatively more than MacDonald.

29
8. Preferences of customers at the time of special occasion.

Table No.8
No. Of
Sr. No. Parameters Respondents Percentage

1 McDonald 20 67%
2 BURGER KING 10 33%
Total 30 100%

Chart No.7

33%

McDonald
BURGER KING

67%

Interpretation

From above table we can see that 67% of respondent prefer McDonald to visit on festival or
special occasion and 33% prefer BURGER KING which shows that people prefer McDonald to
visit on festival or special occasion

30
9. Preference of customers when they are with their family

Table No.8

No. Of
Sr. No. Parameters Respondents Percentage

1 McDonald 18 60%
2 BURGER KING 12 40%
Total 30 100%

Chart No.8

40%
McDonald
BURGER KING
60%

Interpretation

From above table we can see that 60% of respondent prefer McDonald to visit with family and
40% prefer BURGER KING which shows that people prefer McDonald to visit with family

31
10. Respondents understanding of a

brand : Table No.9

No of
Sr. No. Parameters Percentage
Respondents
1 Name 13 46%
2 Labeling 6 20%
3 Company image 5 17%
4 Slogan 2 6%
5 All of the above 4 11%
Total 30 100%

Chart No.9

14 13

12

10

8
6
6 5
4
4
2
2

0
Name Labeling Company Slogan All of theabove
image

Interpretation

From the above chart it can be seen that a majority of the respondents attributed a brand to a
name, 20 % attributed it to the labeling of a product, 17 % said it was company image and 11 %
attributed a brand to be all of them.

32
11. Impact of Brand value on Customer Purchase behavior

Table No.10

No. Of
Sr. No. Parameters Respondents Percentage

1 Yes 28 93%
2 No 2 07%
Total 30 100%

Chart No.10

Chart Title
Yes No

7%

93%

Interpretation

From above table and chart we can see that from all respondent 93% says that brand value
impact on consumer purchase behavior.

33
12. Reasons for influence in purchase decision

Table No.11

No of
Sr. No. Parameters Percentage
Respondents
1 Brand Name 25 83%
2 Food Quality 18 60%
3 Good Services 20 67%
4 Ambient Condition 23 77%

Chart No.11

Chart Title
90.00% 83.00%
80.00% 77%
67%
70.00% 60%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Brand Name Food Quality Good Services Ambient
Condition

Interpretation
From above table and chart we can see that from all respondent during purchase decision 83%
of them get influence because of brand name,77% for ambient condition ,67% for food quality
and 60% for good services.

34
 References

Kotler and Armstrong, 2009. Principles of marketing.13th Ed

Kotler and Andreason, (1991), Principles of marketing.

Kotler, P and Keller, K.l. (2009), marketing management, 13th Ed.

Leon G, (1999). Consumer Behavior.

www.mcddilivery.com

www.bk.com

https://www.invespcro.com/blog/how-branding-influences-purchase-decisions-infographic/

35
 Findings and Conclusion
 57% respondent prefer McDonald over BURGERKING.

 67% of respondent prefer McDonald to visit on festival or special occasion and 33%
prefer BURGER KING which shows that people prefer McDonald to visit on Weekend
or special occasion

 60% of respondent prefer McDonald to visit with family and 40% prefer BURGER
KING which shows that people prefer McDonald to visit with family

 A majority of the respondents attributed a brand to a name, 20 % attributed it to the

labeling of a product, 17 % said it was company image

 From all respondent 93% says that brand value impact on consumer purchase
behavior.

 During purchase decision 83% get influence because of brand name,77% for ambient
condition 67% for food quality and 60% for good services.

 Consumers are attracted to the brand because it enhances its image and creates a visual
appeal for it.

 Consumers are influenced by the quality of a product or service before making a brand
selection

36
Conclusions:

The aim of this study was to determine the impact that a brand as on the purchase decision
making process of consumers as well as throwing some light on the theories surrounding a brand
and consumer behavior.

In conclusion, it has been found out that there is some correlation between a brand and the
behavior displayed by consumers with regards to their purchase decisions. Consumers are very
much enlightened about the various brands on the market and as such their mage is very crucial
when it comes to making a purchase decision especially at first time

Again family, friends and reference groups do play a major role in affecting the purchase
decision-making of consumers. This calls for massive improvement on the services rendered,
innovation and differentiation as far as the brand (s) is concerned in the organization or
company.

37
 Annexure

Structured questionnaire for consumers

I am conducting a survey on the impact of branding on consumer behavior. The objective f this
work is purely an academic exercise and I hereby guarantee the confidentiality of your
information.

Kindly spare some few minutes of your time.

Thank you.

1. Name:

2. Gender

a) Male [ ]
b) Female []

3. Age Group(Years)

a)Under 20 []
b) 21–30 []
c) 31–40 []
d) 41&above []

4) Profession:

a) Student [ ]
b) Self employed [ ]
c) Employee

5. Monthly Income:

a) No income []
b)Lesthan15000 []
c)30000-500000 []
d)More than 50000 [ ]

38
6. Which brand you prefer over the other?

a) McDonald []
b) BURGER KING []

7. How long have you been visiting McDonald?

a) Less than year [ ]
b) 1year []
c) 2 years [ ]
d) Above2years []

8. How long have you been visiting BURGERKING?

a) Less than year [ ]

b) 1year []
c) 2 years [ ]
d) Above2years []

9. Which brand you prefer to visit on special occasion or weekends?

a) McDonald [ ]
b) BURGER KING []

10. Which brand you prefer to visit when you are with family?

a) McDonald [ ]
b) BURGER KING []

11. What do you understand by branding?

a) Name []
b) Labeling []
c) Company image []
d) Slogan [ ]
e) All of the above []

39
12. Do you think there is Impact of Brand value on Customer Purchase behavior?

a) Yes [ ]

b) No [ ]

13.. What influences your purchase decision?

a)Brand name []
B)Food quality []
c) Quality of service []

d) Ambiance condition []

40