M6.4 Capstone Project Part 4- Introduction and Conclusion

Assignment Instructions

Please review the source material within Module 6 to be sure you include all elements of a strong introduction and conclusion. Your introduction should set the stage and include a thesis of your paper. Your conclusion should be a clear summary, analysis and include your final thoughts.

Introductions & Conclusions

The introduction and conclusion of an essay serve an important purpose: They provide a kind of framing for the body of an essay. That framing helps your audience better understand your writing. The introduction prepares your reader for the ideas that are to come in the body of your essay. The conclusion provides important reminders about key points from the body of your essay and provides you with an important opportunity to leave a lasting impression on your audience.

1
Outline and Abstract
Excelsior University
BUS699
Dr. Janice Tucker
October 2, 2022
2
Outline and Abstract
Thesis Statement: Certain branding can change consumer perception because of brand equity,
brand identity, and smart and innovative branding.
I. Introduction
a. What is branding?
b. Consumer’s perception and branding
c. Consumer’s buying behavior
d. Brand equity, brand identity, and innovative branding
Branding is building a unique feature of an organization’s product in the market to attract
more consumers. Consumer perceptions are critical to consumers’ buying behavior and
determine the success or failure of any given goods and services. Therefore, this study aims to
prove the role of different branding forms that impact the consumer’s perception, the effect on
consumer buying behavior, and the satisfaction customers derive from product branding
(Wiedmann et al., 2017). Branding is exceptionally vital for the success of any organization.
Certain branding can change consumer perception because of brand equity, brand identity, and
smart and innovative branding.
II. Literature Review of Branding and Consumer Perception
a. Behavioral science and marketing
b. Consumer’s perception and brand selection
c. Maslow’s theory
This section will provide evidence-based information on completed studies on the matters
related to how specific branding can change consumer perception. The literature review of
3
branding will focus on the contribution of behavioral sciences to the field of marketing. It will
also include the perceptions and their significance in consumers’ brand selection. This section
will also provide brand attributes, benefits, attitudes, emotions, and personality (Atulkar, 2020).
Consumer perceptions, emotions, and benefits are the three fundamental aspects of the brand
equity concept and are logically interrelated. In addition, the literature review will include
Maslow’s theory of motivation toward buyer behavior. A motive is a stimulated need that an
individual seeks to satisfy. Motivation activates consumer purchasing behavior. Maslow’s
Motivation Theory’s impact on consumers is based on the consumer needs of a specific brand.
III. Research Methodology on Consumer Perception and Branding
a. Data collection
b. Quantitative and qualitative research
c. Consumer sampling size
The research methodology is a significant section of the project that provides research
legitimacy and offers scientifically compelling findings. The research methodology offers an
effective plan to research the essential data to support the study. The research methodology
includes important sections such as the research design, which entails a quantitative and
qualitative research approach. Hence, this project will use qualitative analysis, where the data in
the study will be provided in words. The research design also provides the path toward data
collection. Data collection involves gathering, analyzing, and measuring data from different
sources. This includes a study population for consumers, sampling size approaches to data
analysis, and various methodology limitations.
4
IV. Data Presentation and Analysis
a. Analyze roles specific branding plays in businesses and consumers’ purchasing decisions
b. Utilization of visualization tools to illustrate relations between branding and consumers
c. Consumer’s perception of a product and advertisement
The use of branding in most organizations is the foundation for success as it enables the
organization to expand its market share, which reflects higher income (Spieth et al., 2019). This
section is vital in providing data analysis of the obtained information through graphs, charts, and
other visualization tools. The data will be obtained using questionnaires and the analysis will be
completed through a simple percentage approach. The study provides the relation between
consumers’ perception of a product and advertisement and its impacts on product branding. This
is important in aiding the audience in understanding the research content, sustaining their
interests, and successfully presenting critical information related to the study.
V. Conclusion and Recommendation
a. Discuss how consumers’ perception is more essential than advertisement
b. Discuss how consumer behavior is influenced by branding
c. Discuss the effectiveness of branding on consumers
The crucial findings from the study include that consumers’ perception of a product is
higher than the advertisement. That price highly influences the consumer’s behavior and respect
for the purchase of a given product. The study summary is significant in providing the audience
with a brief overview of the study by providing essential research points. The study’s conclusion
offers the opportunity to elaborate on the effects and significance of the research findings on
specific branding and customers’ perception. This is important since the study focuses on
5
examining the problem and shares additional thoughts on the research problem. The
recommendation section is the significant section of the study. It provides crucial intervention
measures to address the issues and challenges arising from matters related to consumer behavior
on specific brands. The recommendations will directly respond to significant findings from data
gathering and analysis.
Abstract
The research topic for this project was selected, bearing in mind the impacts of brand
perception on consumers’ buying behavior. It is significant to note that product quality and
goods attribute impact consumer perception. Consumer perceptions are critical to consumers’
buying behavior and determine the success or failure of goods and services. Therefore, this study
aims to prove the role of different branding forms that impact the consumer’s perception and the
effect on the consumer buying behavior and state the satisfaction the customer derives from
product branding. The data will be obtained using questionnaires, and data analysis will be
completed through a simple percentage approach. The crucial findings from the study include
that consumers’ perception of a product is higher than the advertisement. That price highly
influences the consumer’s behavior and respect for the purchase of a given product. The
advertisement was established to create critical awareness of specific brands of products. The
crucial recommendations include that advertising messages need to be designed in a way it is
easily understood by consumers to effectively build the brand to attract consumers to continue
using products from a given company.
6
References
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence and
Planning, 38(5), 559-572. https://doi.org/10.1108/mip-02-2019-0095
Spieth, P., Roeth, T., & Meissner, S. (2019). Reinventing a business model in industrial
networks: Implications for customers’ brand perceptions. Industrial Marketing
Management, 83, 275-287. https://doi.org/10.1016/j.indmarman.2019.04.013
Wiedmann, K., Labenz, F., Haase, J., & Hennigs, N. (2017). The power of experiential
marketing: Exploring the causal relationships among multisensory marketing, brand
experience, customer perceived value and brand strength. Journal of Brand
Management, 25, 101-118. https://doi.org/10.1057/s41262-017-0061-5