An analysis of the Impact of Brand Image on Consumer Purchase Behavior : The case of Lidl, Sweden

Abstract: This research project had a purpose to discuss the impact of Brand Image on Consumer Purchase Behavior. For retailers brand image are the key factors that help them to engage with customers and influence their buying behaviors. The concept of the brand image draws vital attention from the practitioners as it plays a significant role in marketing activities. In this study concept of brand image and customers purchasing behaviors had been discussed and based on the theory and model of brand image this study has reviewed extant studies about brand image impacts on the customers from the perspective of customer’s equity. This research had also pointed out the relationship between brand image and brand equity and the relationship between brand image and consumer purchase behavior. Additionally, the research problem had been stated while implementing the research finding. This research design had been utilizing by the inductive approach in order to quantify the findings and discussion. Additionally, the research methodology had been discussed. For collecting secondary & primary data and survey method had been used in this study. Qualitative data analysis and quantitative data collection both techniques had been used.  Finding and discussion were about Impact of Brand Image on Consumer Purchase Behavior in Lidl, Sweden has mentioned were, brand image factors and how it helps the company to influence customers purchasing behavior has been discussing. Besides, the impact of Lidl brand image on their customer’s had been analyzed and the different campaigns, promotional and marketing strategy used by Lidl to strengthen their brand image had been discussed in the current research. The trend, which had been found that company, is focusing on innovation their products with Eco-friendly products to maintain sustainability.  From this research it had been concluded that, brand image plays an important role in the Lidl to influence the customers purchasing behavior. It had been found that, the company has focus on strengthen the brand image for which they have adopted social media campaigns, environment friendly products in order to satisfy the customers by providing high quality product to influence their buying behavior. Additionally, the past experience of customers from previous purchase and LIDL products high quality in nature has significantly impact on customers purchasing behavior. Additionally, LIDL responsibility towards environment, their investment in advertisement, strong brand name in Sweden influences the purchasing behavior of customers. According to the future scope, in the survey, more sampling size would be selected to get a more accurate outcome from the research. Furthermore, an Interview would be taken to get the more effective outcome of the research