Chapter I

THE PROBLEM AND ITS BACKGROUND

Introduction

Normally, people tend to buy things because they want something or because they

want to be satisfied with something. The wants and needs of a certain individual is

limitless, that once they have achieved their first goal, they attempt to seek and aspires

to achieve another goal. Also, technology and the world is dynamic, that is why people

tend to change over time too. They become delicate to what they want. This makes

entrepreneurs have a hard time in putting up their venture, because the uncertainties are

prominent in the field. That is why, entrepreneurs need to have qualities that will help

them overcome those problems. They are said to be risk-takers, innovators and problem

solvers.

Buyers have different kinds of buying behavior regarding the situation that is

present. Sometimes, they tend to do panic buying, whenever the supply of a given product

undergoes shortage. Also, they do buy things, when the products have a good quality

and its brand holds a good reputation, regardless of its price. Lastly, when a product

appears nicer to the eye of the consumers, there is a possibility that it will be loved by

them. Brand imaging is like that. (feedough.com) It is how customers think about the

product. They buy products because they have a good impression on it. The main

struggles that the entrepreneurs will encounter is that how are they going to create a good

impression to their consumers and how are they going to create a brand image that will

match and catch their consumer's preference, so that they will have a positive buying

behavior effect.
 Everyone is a consumer. Every consumer in accordance with their needs, wants

and demands. But to be specific, this will be beneficial to the entrepreneurs, students,

especially students who takes up business courses, and future researchers. This

research will be significant to them because they will gain more knowledge throughout

the study and this will become their starter in a broader field of business industry.

Buying behavior is how consumers buy products. It is also how the products affect

them in a way that will push them to purchase and consumes it. On the other hand, brand

imaging is how consumers perceive the products. The way of how can it affect the

consumers’ behavior is uncertain.

The researchers will conduct survey in gathering data. This will help them know

the respondent’s perceptions and how the said variables will affect their behaviors. By the

use of correlational research design, the researchers aim to know the relationship

between brand imaging and buying behavior. Lastly, they believe that the data they will

gather will be going to answer the gap between the two variables.

Background of the study

All entrepreneurs who put up ventures / businesses around the world aims to be

known in their field of industry that’s why they are naming their business. At first, naming

a business such as putting up the owner’s name became a routine in order for them to be

known. As time goes by, logos are used to make a business trademark that looks more

creative and ideal to the consumer’s point of view. By doing so, businesses that became

prior to this idea had secured a stepping stone for greater success as they gain popularity.

Making a strong appeal to the public makes it a lot easier for them to create opportunities
that are beneficial to their own good in terms of risk reduction, greater profit, brand

extension and line extension.

Creating brand name is part of the business, thus it considerably contributes to

maintain the competitiveness of the existence of offers given and the brand is usually

associated with a particular image that can create certain association in the minds of

consumers (Aaker, 1997). It correlates the overall judgement of a product. The very brand

image of the venture became the face of every product they sell. The brand image is also

regarded as opinion and consumer confidence in the quality of products produced by

organizations and organizational honesty in the products offered to consumers (Aaker,

1997; Cannon, Perreault, McCarthy, 2009). As a business established a good brand

imaging, it will become one of the primary factors of the consumers and customers to

purchase a certain product.

Establishing a strong brand image has many factors that need to be accomplished.

It consists of many qualities that affects the people. Brand image priority target is the

psychological impacts of brand imaging which makes people trust a business.

Keller (1993). Brand image is the perception of a product which is a reflection of

customers’ memory of the product. It is the symbol which reminds a customer of the

collection of experiences and encounter with the product which can be positive or

negative. Brand image is often referenced in the psychological aspects of the image or

impression that is built into the subconscious mind of consumers through the expectations

and experience of taking the brand over a product or service, thus forming a positive

brand image is becoming increasingly important to be owned by the company (Pujadi,

2010). It basically means that all recollection of memories associated with a certain
product of a customer is the overall effect of brand imaging. That is why brand imaging is

a priority in conducting a business. In order to gather further information about consumers’

buying behavior, this study aims to determine the impact of brand imaging towards the

consumers’ buying behavior.

Statement of the Problem

This study aims to determine the impact of brand imaging towards the

consumers’ buying behavior determine the impact of brand imaging towards the

consumers buying behavior

1. What is the demographic profile of the respondents in terms of:

1.1 Age,
1.2 Gender, and
1.3 Social Class?

2. What are the most influencing factor that consumers consider when buying a

product?

2.1 Brand Name

2.2 Product
2.3 Logo3.

3. What are the things that makes consumer remember the product?

4. Why do consumers think when they consider the brand as the quality standard

of a product?

4.1 Taste
4.2 Price
4.3 Satisfaction

5. How do brand imaging affects the consumers buying behaviors?

Hypothesis

There is a significant relationship between the Brand imaging and consumers’

buying behavior.

Significance of the study

This study will be undertaken to investigate the impact of brand imaging towards

the costumers’ buying behavior. The following stakeholders will be the beneficiaries of

the study.

Consumers – The focal point or main beneficiary of this study is the consumers

who buys products from the market. They will be much more aware of the impact of brand

imaging towards their buying behavior.

Entrepreneurs – This research can be added to the references of the

entrepreneurs aside from the 7ps of marketing in branding.

Marketing Department – This research will help their company to be more

established by improving their brand imaging tactics. It will help them to finalize things

that has concern about the outer view of their brand to the market.

Future Researchers – It can be a guide for them in order to have better findings

and conclusion about this topic.

Scope and Limitations of the Study

The main focus of this research paper is to determine the impact of brand imaging

towards the customer’s buying behavior. It was said that the scope of this research paper

are students in Christian Ecclesiastical School in order to accomplish the main purpose.
Regardless of the, age, gender and other factors, customers will be selected randomly

for interview purposes.