Research project

1. A research project on
The impact of brand image on
consumer behavior: A case study of
luxury brand “Debenhams”.
Presented by
Mr. Prokash

2. Introduction
In today’s dynamic business world, luxury brand has gained a strong market share
and market position across the world. The marketing of luxury brand has become
one of the highlighted issue to companies. Debenhams is one of the luxuries
brand in the UK. The company gained high sales volume and revenue with their
innovation and creation. But the company recently experienced low sales volume
of their products. Many marketers have claimed that this has been caused due to
poor brand image of Debenhams. But it is not proved still. Therefore the
research explores the influence of brand image on consumer behavior in relation
to Debenhams.
The presentation is going to present the key outcomes of the research.

3. Objective Based Findings
Objective 1: To critically analyze and assess the influence of brand image on
consumer behavior in the perspective of Debenhams
 Based on the majority of the respondents (85%), the brand image of a company
affects consumer behavior and decision making process.
 Kotler and Keller (2015) stated that consumer brand image influences consumer
behavior and consumer decision making process.
 In terms of defining the brand image of Debenhams, most of the respondents
defined Debenhams as supreme, stylish, elegant, sophisticated, and fashionable
and upper class brand.
 Debenhams has a strong brand familiarity and brand association as per to majority
of the respondents.
 Solomon (2014) claimed that brand association, brand familiarity, and brand
awareness are key variables that define the brand image of a company.

4. Cont’d.
Objective 2: To explore consumer behavior in relation to the luxury brand “Debenhams”
 The sale of luxury products is smaller than normal products such as retail products (Smith,
2014).
 Therefore most of the respondents (32.5%) claimed that they purchase Debenhams product in
every month.
 Debenhams. The symbol of Debenhams is recognition to customers as per to 84% respondents.
 46% respondents answered that Debenhams is unique and differentiated among luxury.
 According to majority of the respondents, Debenhams adds value to their money through
providing high quality, companionate, and cost effective products and services.
 Debenhams has excellent human resources capital and therefore customers prefer to buy
products from Debenhams.

5. Cont’d.
 Objective 3: To suggest some possible ways to develop the brand image of
Debenhams
The results of the research reveal that Debenhams still needs to focus on the
development of their brand image through their marketing activities and
strategies because all luxury customers are not familiar with Debenhams.

6. Recommendation
 Innovation and creation are the cornerstones of luxury brand. Besides there is a huge
possibility to make copy is high. Therefore there are similar brands like Dobermans in the
market. Therefore they should concentrate on the development of their brand image through
CSR and marketing activities.
 Based on understanding consumer’s demand and needs, Debenhams should design their
promotional activities.
 All customers of Debenhams are not familiar with all brands under Debenhams. Therefore the
company should make contribution to make all customers familiar with their brand.
 The business also should focus on brand awareness, brand association, and brand familiarity.
 Further research ground
 The research had been conducted in a small scale. Therefore the similar research can be
conducted in large scale in future. The research put some recommendations to improve the
brand image of Debenhams but how the recommendation will be implemented is not clear
here. Therefore, it can be further research ground.

7. Conclusion
The research made an attempt to explore the influence of brand image on
consumer behavior in the perspective of luxury brand “Debenhams”. The results
of the research indicate that Debenhams has a strong brand image, brand
familiarity, and brand association that influence consumer behavior and
consumer decision making process. Survey questionnaire was used to collect data
in terms of reaching the research objectives and research questions. Being a
small scale research project, less sample size was used for the research that
could create difficulties to generalize the research result.

8. References
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