Impact of Brand Awareness on Consumer Behaviour: An Investigation Based on Vodafone Group Plc, Uk

Research Proposal

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Impact of brand awareness on consumer behaviour: An investigation based on Vodafone Group Plc, UK

Word-Count: 2750

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Contents

1.        Introduction        1

2.        Rational of this study        1

A.        Research Aims        2

B.        Research Objectives        2

C.        Research questions        2

D.        Research Hypothesis        3

E.        An overview of Vodafone Group Plc, UK        3

3.        Literature Review        3

A.        Brand Awareness        3

B.        Perceived quality        4

C.        Brand loyalty        4

D.        Purchase intentions        4

E.        Brand profitability        5

F.        Brand preference        5

4.        Research Methodology        6

A.        Type of Investigation        6

B.        Data Collection Method        6

C.        Sampling method        7

D.        Accessibility issues        7

E.        Ethical Issues        7

F.        Data analysis and presentation        8

G.        Limitations        8

5.        Anticipated Findings        8

6.        Proposed Dissertation Structure        8

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