Research Proposal Assignment: Customer-Based Brand Equity Analysis Of British Associated Foods PLC

Question

Task: Provide a detailed and well-researched research proposal assignment on the topic “Managing the customer-based brand equity in the context of food businesses”.

Answer

1. Introduction
1.1Purpose of the proposal
The current research study prepared within the research proposal assignment is focusing on customer-based brand equity issues and benefits for the chosen company. The study will be based on British food associate’s food plc which is considered an unlikely brand in the context of customer-based brand equity.

1.2 Synopsis
Customer-based brand equity concerns and benefits for the chosen organisation are the subjects of the current research study. Furthermore, a significant goal of this study will be to comprehend the context of food sector brand equity as well as customer-based brand equity. In addition, the research will concentrate on brand association and a thorough understanding of the brand. The major goal of this research will be to assess the risks and advantages of customer-based brand equity in order to promote businesses for identification, durability, and transparency. In addition, the major purpose of this research study will be to understand the context of food industry brand equity along with customer-based brand equity. In addition, the research study will focus on brand relationships and strong brand understanding.

The main objective of this study will be to evaluate customer-based brand equity consequences and benefits to promote brands for recognition, strength and clarity. The research will be centred on British food associations food plc, a brand that is regarded doubtful in terms of customer-based brand equity. The research study's key difficulty will be to analyse disliked brand equity and develop awareness and engagement for the particular brand. The selected organisation does not have a strong brand image that is easily recognised, but it is developing and establishing a significant presence in the food sector. The growing unfavourable customer attitude, perceptions, and actions toward brands, as well as the growing necessity for businesses to find concrete solutions to manage this problem will be the main concern of this research study. However, there will be a scarcity of research on consumer-based brand equity (CBBE) for brands, the goal of this study will be to shed light on the CBBE managing process for consumers behaviour for the chosen company. Brand equity and the analysis of elements associated with disliked brands are both on future studies objectives, according to research (Šeri, & Mikuli, & Gil-Saura, 2018).

After analysing the overall key measures and objectives of this research, the result will be based on strategies and present marketing trends of brand equity. This research will focus on the key finding measures of collected data through surveys and interviews regarding the topic and interpret the collected data through the context of the food sector. It is important to understand customer purchasing trends and customer choices regarding the products along with customer recognition regarding the brand. This CBBE research primarily focuses on the outcomes consisting of brand issues and challenges that disrupt customer behaviour (Veloutsou, Chatzipanagiotou, & Christodoulides, 2020). Brand equity research concentrating on brands that are neither carefully selected nor described as positive by customers is dispersed and has obvious theoretical and practical relevance. In addition, this research will conduct a fruitful analysis of collective measures and produce issues that affect the purpose of customer-based brand equity in the context of the food industry.

1.3 Introduction
The present study will be based on customer-based brand equity of British associated food in the context of food industry trends (Abf.co.uk, 2021). The Keller model of brand equity is shaped like a pyramid, and it teaches companies how to build brand equity by starting with a firm base of brand image. Additionally, teaches working with way up to the pinnacle of product equity, which occurs when customers have a quantity of a good brand relationship to become advocates for it (Sürücü et al. 2019).

1.4 Background of the research
Most managers aspire to build powerful brands, and they seek to have these types of brand names in their portfolios. Brand equity is the most widely utilised indicator of a favourable brand's stability. The present research is justified and relevant in the context of the present market of food that highly depended on customer purchasing behaviour. In addition, the research will provide analysis of customer trends, customer behaviour and customer choices regarding products that influence brand image.

1.5 Research problem
The main problem of this research study will be analysing unliked brand equity and establishing recognition, relationship for the chosen brand. The chosen organisation is not considered as a strong brand that is recognized quickly; however, the brand is growing and making a strong presence in the food industry.

1.6 Research purpose and objectives
The main purpose of this research will be to focus on analysis management issues and challenges regarding customer-based brand equity in the context of the food industry. This research will cover each component of brand equity that influences customer purchasing behaviour along with influence brand recognition.

The objective of this research will be:
• To evaluate current brand equity trends in a modern business context
• To analysis the relationship between customer-based brand equity and success criteria of business
• To identify challenges associated with managing brand equity in context of the food industry
• To recommend appropriate strategies for managing associated challenges regarding brand equity

1.7 Research purpose
The primary goal of this study will be to examine and address management difficulties and challenges related to consumer brand equity in the food sector. This study will look at each aspect of brand equity that has an impact on customer purchase decisions as well as brand awareness.

1.8 Research objectives (use SMART)
Aim: the aim of this research study will be to evaluate customer-based brand equity management in context of the food industry.

1.9 Hypothesis
H0: There is no relationship between brand equity and customer purchasing behaviour.
H1: There is a significant relationship between brand equity and current market trends including consumer purchasing behaviour.
H2: There is a positive relationship between customer-based brand equity and the success of business.

1.10 Justification
It can be justified that the objectives will provide importance to the research study regarding the topic of customer-based brand equity. The objectives will provide research study critical evaluation of the issues and strategies. Identification of issues and challenges regarding customer-based brand equity is important for conducting fruitful research study.

2. Literature review
2.1 Purpose and issues identified through the literature review
The purpose of the literature review is to gain knowledge of the provided topic. This also helps in collecting all positive and negative impacts of the topic that is being provided (Agudelo Jóhannsdóttir & Davídsdóttir, 2019). This also helps in describing how the research is going to be proposed and is also related to the prior research within the statistics. The literature review also proceeds in highlighting all the original and relevant research problems that are being provided within the whole research proposal. Moreover, the literature review is in purpose to establish any similarity within and understanding of the present research that is in particular with the topic provided. This also helps in carrying forward the new investigation or the research. Thus, the conduction of the literature is referred to enable a researcher to find out what has been conducted within the research as this is held to be done and identified within the topic.

The main issues which are being identified during the conduction of the research proposal are “lack of relevance”, “lack of transparency”, “mission creep and lack of a protocol”, and “lack of appropriate critical appraisal”. These issues have been identified because there are sometimes limitations for which the whole research suffers. Moreover, this has also been identified to understand the resource and the time constraints that are being faced by the authors. The authors appreciate the cost those are being involved in attempting for the production and also in publication of rigorous evidence and findings. The solutions are necessary to be implied within the literature review as this involves the attempts that find the strategies for the research that first within the research. With careful design of the research provides a search strategy that is within the search strategy. Thus, the literature review is a necessary part that is required to be involved within the brand equity that is being defined to be important for a brand. This is important for the roles of the brand, as these are followed by the characteristics that are successful for the brand name.

2.2 Trends of current brand equity in a modern business environment
Brand equity is necessary for the establishment and in promoting positive brand equity that benefits within the brand equity to have ROI. As opined by (Ajour El Zein Consolacion-Segura & Huertas-Garcia, 2020), food businesses manage to have the leverage of power that is used for branding. This often helps in earning much more money than that of the competitors. This is also noticed when positive brand equity can enable brands that are used for the changing of the price premiums. In the present condition brand equity is necessary to be involved within the ROI as they initiate in providing improved "order value per customer", and “reputation and less Ad spend". This promotes benefits within the "customer lifetime value", “customer loyalty", and "stock price". Brand equity is the main element of the building of a successful brand of food business is the maintenance of consistency and increasing customer experience and satisfying the customers. Moreover, brand equity is the value that our brand is needed to bring within the company food business (Beig & Nika, 2019). The company has always preferred having a valuable brand name as the customers are willing to pay much more to those products that are from this company.

2.3 Importance of managing brand equity in food businesses
Brand equity is having the three main components within an organization that is “consumer perception", "negative or positive effects' ', and outcomes of the values that are being involved within this company. The customer perceptions have been involving both knowledge and experiences within the brand and also the products that are built within the brand name and equity (Casino Dasaklis & Patsakis, 2019). These UK based food businesses have used the “Keller’s brand equity model”, as this enhances the performance of the company and this also consists of five categories that are " reliability", "durability, and serviceability", “services effectiveness”, “efficiency, and empathy”, “style and design”, “price”. Thus, there are a lot of factors that are involved within the influencing and the strengthening of the products and the services of the company or the brand. Thus, Keller’s brand equity is used as a tool that has analyzed the factors that are needed to be improved within the brand equity of the food business. Moreover, this also enhances the factors to provide strengths that are within the brand.

As opined by (Chatzipanagiotou Christodoulides & Veloutsou, 2019), Keller’s Brand equity model is related to the customer-based brand equity model, which had been first developed by a marketing professor with having the concept to build strong brand equity. This thought helps in promoting and shaping the thoughts of the customers and the feelings that the customers have for the food products. This emphasis is on building up the right type of branding experienced by the consumers. Strong brand equity initiates the target customers as this buy much more than expected to the customers. This helps in making belief to the customers that the brand is being loyal and also looking after the opinions of the customers. There have been several elements that are involved in providing impact over the brand equity both in positive and negative ways. Thus, marketing has been changed throughout the years as these are one of the modern principles and these do not seem to be going anywhere soon. The simple knowledge behind a strong brand is that one must have created the right brand image. This is used for the construction of ideal brand encounters and experiences that leave the customers with the potential of the organization and in both positive and negative thoughts (DaneseEl-Zeincan Manfè & Romano, 2018). The brand equity also proves the brand equity by providing values that enhance the brand equity. Thus, it is necessary to have positive brand equity that helps in increasing the profit margin for every customer.

2.4 Relationship between customer-based brand equity and success of the business
Strong brand equity is necessary as this promotes and influences the customer's perceptions of the brand equity. Moreover, success within brand management can arise from the understanding and also in managing brand equity in the right way and also produce a strong attribute that is helpful to values and influences the costumes at the time of making choices. As opined by (Ganushchak-Efimenko Shcherbak & Nifatova, 2018), customer behaviour is also an important factor that is necessary for involvement within the customer-based brand equity. This is also dependent on the consumer’s perceptions of the brand. These are necessary within having an overview of the behaviours and the customer. Moreover, it has been defined by (Dumitriu et al. 2019), as the customer behaviours are the process and the activities of the customers that are being involved within searching and selection of the products and services. Some of the consumer behaviours that have a direct impact on brand equity are "rational behaviour", "unconscious behaviour", “learned behaviour", and "social behaviour".

Consumer buying behaviour also has an organization important and impactful as these refer to the attitude, intention, preference, and the strengths that help in the commitment of the loyalty to the consumers. Moreover, the consumers are having a way that also needed to be identified. As determined by (Kang & Namkung, 2018), consumer buying behaviour is also necessary to be related to the buying behaviour for the final consumers, these consumers are having the buying behaviour that is complicated and is also having issues which are because area have many internal and external factors that are available to provide impact over the decisions of the consumer buying. Thus, brand equity is implied within a food business with the concept that is needed to be built a strong brand. This is also considered important to understand the thoughts and the preferences of the consumers.

On the other hand, consumer-based brand equity has shown the power of a consumer’s attitudes that are towards a brand. This has also provided in having a lead to the success or failure within a brand. This also has the ability to emphasize a strong foundation that helps in creating a positive attitude towards the brand. Consumer-based brand equity also can understand that the elements of “value”, “performance”, “trust”, “social image”, and “commitments”, that are used within the minds of the customers. Thus, the brand is needed to build up the strategies as these are needed to be built with having permanency within the minds of the customers (Khandelwal, Kulshreshtha & Tripathi, (2019). This leads to the success of brand equity and the development of positive brand awareness.

2.5 Challenges associated with managing brand equity
It has been concluded that brand equity is necessary for an organization, some limitations are mentioned below,
i) “Trending brands as an asset”: This is the issue that is being gone on within the pressure that is necessary to be delivered within the short-term financial results of the food industries. These are also recognized as a fragmentation that is used within the media. As determined by (Mensah, 2019), the tempts of the organizations are held to recognize and to focus on the tactics and overall the measurable factors and also neglecting objectives for building the assets.

ii) “Generating breakthrough brand building”: The building of the exceptional ideas and the executions is necessary for the break out that clutter that is necessary to be to bring the brand vision within the life. Moreover, these are the ideas that are within the execution, and also these are considered more critical than the sizes of the budget (Sadegh Shah Hosseini & Heidari, 2020). This ensures in making sure that the consumers are being able to get more ideas from different resources and also have the ability in making sure that these are the mechanisms that are within the place that is to be recognized in brilliance and in bringing new ideas within the market segmentation and brand equity.

iii) “Maintaining brand relevance”: It has been recognized that the brand is being faced three relevance threats, as these are having few consumers for buying that are within the brand. This helps in offering and emerging the reasons that are “not-to-buy” and “loss of energy” (Yung & Khoo-Lattimore, 2019). This also helps in the detection and responding to each requirement’s in-depth knowledge of the market.

2.6 Strategies to overcome challenges related to brand equity
Four strategies are referred to as the building of strong and positive brand equity in the food industry. As per the views of Seo, & Park (2018), “quality products and services”, “competitive analysis”, “consistent brand image”, and “listen to consumers”, are the four factors that are necessary to be implied within the food industry. This is due to; this helps in boosting the brand equity of an organization, as to build valuable communication, custom services, and in having an effective brand name. Competitive analysis is crucial for the food industry to meet specific requirements that no one else is at present satisfying the customers (Tran et al. 2020). Consistent brand image is important to be involved within the products and the pricing that is in huge demand towards the customers. Listening to the customers is essential for the creation of a positive image of the customer’s minds. Quality products and services are necessary for the delivery of quality products to the customers.

2.7 Conceptual framework

Figure 1: Conceptual Framework
(Source: Tran et al. 2020)

2.8 Literature gap
Many limitations have been identified within the secondary data collection, these are geographic region issues and the issues that are related to the variables that are defined or are categorized differently than the other researchers (Snyder, 2019). The researchers are therefore being used within the researchers or the analysts that are not known exactly on hope the data are collected. Moreover, this is also recognized that there is a lack in the studies that are provided and also issues in the scope of discussions. Moreover, there was a lack in the sampling size that is formulated in the research aims and objectives.

3. Methodology
3.1 Introduction
The present research study will be a qualitative data analysis process that includes an interview related to the customer-based brand equity issues addressed for the chosen brand. Methodology of a particular research study provides brief knowledge regarding the methods and tools used for collecting appropriate data for conducting informative analysis. Present study is focusing on customer-based brand equity management and its corresponding issues of food businesses such as British associates’ food PLC.

3.2 Research philosophy
Research philosophy is a set of beliefs on how observational data should be collected, assessed, and interpreted, as well as how they should be used throughout the proposed study (Dougherty et al. 2019). In general, there are four types of research philosophy used in research studies, however, positivism and interpretivism are used widely in qualitative research studies. Research philosophy is used to fulfil the philosophical and knowledge requirements for conducting a fruitful research study. The present study will be on customer-based brand equity analysis of British associated foods PLC that would follow positivism philosophy to gather required data and analysis. Positivism provides a clear and conscious analytical framework for critically evaluating the issues that will occur during a research study. In addition, positivism assists to understand the findings and analysis through observational data through primary and secondary research along with help to analyse data in qualitative and quantitative mood. The present study is based on customer knowledge that needs positive observation and analysis through qualitative and quantitative data for understating brand equity of British Associated Foods plc.

3.3 Research approach
Research approaches are known as the study techniques and procedures that span everything including underlying principles to particular data collection, analysis, and display techniques. There are two types of research approaches generally used by researchers that are deductive and inductive approaches (Martin et al., 2020). The inductive technique promotes the formation of new ideas and generalisations; however deductive approach evaluates the accuracy of preconceptions (or theories/hypotheses) in mind. The present study will follow a deductive research approach for evaluating techniques and tools of data analysis underlying principles along with hypothesis analysis. The current study will use deductive research methods to assess each piece of information gathered from an interview, survey, and secondary data source. Furthermore, the research will concentrate on the deductive because of its extensive data gathering foundations, which comprise both primary and secondary data collection techniques.

3.4 Research design
The research design is a schematic strategy that investigators use to bring all of the study's aspects together in a logical and coherent way. It also assures that the project will respond to the investigation questions presented in the data gathering, appraisal, and assessment template (Widdersheim, 2018). There are two major types of data designs followed in a research study that are experimental and explanatory research designs. The present study will follow explanatory research because it undertakes the topic that is not explored in previous context and it helps to establish priorities along with research objectives. The present study is based on customer-based brand equity analysis of British food plc that has not been explored and analysed before and this design will provide structured research paradigms.

3.5 Research strategy
Research strategy provides overall direction for conducting methodology in a research study that includes a case study, previous data analysis and primary data evaluation (Chamorro-Garcia, & Blumberg, 2019). The present study will be focusing on qualitative and exploratory research strategies for gathering knowledge and information along with critically analysing collected data. In addition, the present study will consist of surveys and interviews along with secondary data that need to be analysed through an explanatory method.

3.6 Data collection methods
Data collection is the procedure that assists in proper collecting, evaluating, and analysing materials and information for research studies utilising a variety of standardised instruments and methodologies (Feng et al., 2021). The research will concentrate on primary quantitative and qualitative data collection techniques such as surveys and interviews. The examination of statistical data gathering methods would aid surveying, while qualitative data collection would allow for interviewing.

3.7 Data analysis
Data analysis is a process of data collection that is used for critically evaluating the collected data and data differentiation. There are two kinds of data analysis used that are transcriptase and descriptive (Keedle et al. 2018). The present study will focus on a descriptive data analysis process to evaluate the collected data that assist to analyse and describe concussions properly. A descriptive data analysis process will help the study to summarise the findings and outcomes of the research study in a constructive model.

3.8 Sampling technique
Random sampling is an aspect of sample selection that entails selecting individuals with equal frequency from a significant population. The present study will be based on survey and interview analysis along with secondary data sources. The sampling of this research study will be probably with 50 employees of the chosen organisation for the survey. In addition, the sampling for the interview will be conducted with 4 managers of the company along with a CEO interview.

3.9 Ethical consideration
Managing ethical concerns is denoted as one of the most needed activities for conducting a research study generally based on mixed data methods (Ubi et al. 2020). Ethical concerns include data security and data encryption as the mixed data research consists of the huge customer and employee data. In the case of big data analytics, it is very important to protect data that is collected from people and confidential such as phone numbers, addresses. The present study consists of mixed data methods that will focus on ethical consideration along with the protection of research data.

3.10 Major findings and gaps
The major limitation or gap of this research study will be based on its application in analysing customer behaviour along with brand image representation. The research study's key difficulty will be to analyse disliked brand equity and develop awareness and connection for the chosen brand. The chosen organisation does not have a strong brand that is easily recognised, but it is developing and establishing a significant presence in the food sector.

3.11 Gantt chart

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