IMPORTANCE OF BRAND AWARENESS ON INTERNATIONAL MARKET

Chapter 1: Introduction

Introduction

The first chapter of the report gives a short prelude to the subject of research and highlights
the research goals and priorities. Through evaluating the relevance of the subject in the
present situation, the researcher may have a clear context to the analysis. This chapter would
also cover the reason for the analysis and the purpose of science. In this section, research
priorities, questions and objectives are also included. In addition, this chapter will discuss the
study framework and methods.

Research background

Suki et al. (2015) elucidated that, branding is a central feature of every company. It adds to
the quality value that a customer would demand of the brand. If a new product is launched,
consumers are made aware of the brand when they take their choices. Prior to other,
unfamiliar brand names, customers choose to choose established and trustworthy brands.
Foreign businesses take brand recognition into account compared to brand equity. This
research offers a greater look into the literary feedback on the foreign business effect of brand
recognition. Shahid et al. (2017) opined that, it compares the ties between brand recognition
and the different business results with their effect on the purchasing habits of consumers. For
its study, the research uses time series knowledge from the market. The latter components
provide theories and methodologies for study, and the outcomes achieved; they include
potential application of research.

Market behaviour as a practise exhibited by consumers while they browse for, buy, consume,
analyse and dispose of goods and services is intend to suit their needs. Consumer purchase
includes the activities of people actively engaged in the purchase, use and disposal of
manufactured products, including the decision-making mechanism that precedes and decides
these acts (Godey et al., 2016). Akkucuk and Esmaeili (2016) note that the conduct of the
customer is an analysis of consumer processes for making purchasing choices, and of the use
and disposal of the products and services that have been procured.

As per the reports of Tsordia et al. (2018), an effective identity for a sporting company is
about building the clients' strongest favourable impressions. The principal goal will be to
research and compare the effect of brand recognition on the purchasing actions of customers
in the sports industry. It also helps one to observe the consumers ' purchasing actions and
investigate whether the brand expectations have any impact on the buying behaviour.

Rationale

The goal of the study is to concentrate on sports apparel brand tastes. In this research, it
learns about brands, their convenience and their physical and mental desire for the consumers
or their practices to ensure that they continue with the same brand. According to Azadi et al.
(2015), due to the demand for sports commodities on the market, different leading companies
are making every effort to satisfy customers by using innovative techniques that influence
consumer perceptions in changing their brands. This modifies the consumer purchasing
conduct, a process which they use to make purchasing decisions as well as the utilisation and
disposal of the goods and services purchased. The rationale of conducting this study is to
understand the effect of brand awareness on customer buying decision in sports industry and
for more effectiveness, a cross comparison of Nike and Reebok is conducted as well with the
help of secondary data collection.

Research aim

The main purpose of this study is to analyse and study the importance of brand awareness in
international market in regard to its influence on customer buying behaviour. This study
evaluates the customer buying behaviour of the customers in sports industry, particularly on
the cross comparison of Nike and Reebok.

Research objectives

 To analyse the significance of brand awareness in international business.

 To identify the factors influences the customer buying behaviour.
 To study the impact of brand awareness on customer buying behaviour in sports
industry with a cross comparison of Nike and Reebok.
 To provide recommendations to improve customer buying decisions in sports industry

Research questions

 How the significance of brand awareness in international business can be explained?

 What are the factors that influences the customer buying behaviour?
 What are the various impact of brand awareness on customer buying behaviour in
sports industry with a cross comparison of Nike and Reebok?
  What are the recommendations that can be provided to improve customer buying
behaviour in sports industry?

Research significance

From the findings of Siali et al. (2019), a key element in customer decision making is the
perception of the brand. In general, instead of unfamiliar brands, consumers tend to select
known trustworthy brands, influencing the competition of the known brands. A more popular
brand often exceeds a more unknown brand. In some product segments or business areas, it is
necessary to consider how consumers understand and prefer products. It also analyses which
sports products consumers recognise and how their decision to purchase a specific brand is
simplified in light of factors such as value for money, consistency, trustworthiness,
affordability, style, novelty and comfort (Liu et al., 2015). The significance of conducting this
study is to understand and cross compare the likes and dislikes of the customers in sports
apparels and the depth of influence of brand in sports industry.

Research methodology

In this analysis method, the theory of positivism research has been introduced to examine
empirical facts in culture and stress the true existence of the operations (Rakhmatullin, 2015).
From this study, a variety of theories surrounding brand recognition are obtained. In addition,
a deductive approach to verifying the validation of market recognition hypotheses is taken in
this study. In this study, on the other hand, explanatory research designs is chosen to examine
the significance of brand recognition in the foreign market in depth. Secondary data
collection is used to equate the experiments in this analysis with the research approach
(Trinh, 2018). Two main shortcomings have been found in this research phase, the first
obstacles for researchers to experimental findings are budget constraints. In addition, the lack
of time often prohibits the researcher from finishing the whole study objectively.
Researchers, however, ensure the information gathered remains reliable and confidential.

Research structure
Summary

This chapter highlighted the importance of the academic as well as industrial relevance of
conducting studies to understand the effect of brands in improving the efficiency in
customers purchasing choices. The rationale, meaning and background of the study were
discussed via this chapter. In addition, the researchers have developed research questions,
goals and objectives in this chapter.
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