Contents

• Abstract...............................................................................................................................2
• 1. Introduction.....................................................................................................................8
• 1.1. Background of the Study..........................................................................................8
• 1.2. Aim and Objective of the Study...............................................................................9
• 1.3. Chapter Plan............................................................................................................10
• 2. Literature Review...........................................................................................................11
• 2.1. Introduction.............................................................................................................11
• 2.2. Brand Management in International Scenario........................................................11
• 2.3. Managing Brand Image in International market.....................................................14
• 2.4. Creating Brand Value in International Market.......................................................15
• 2.5. Building Brand Reputation in International Market...............................................16
• 2.6. Impact of Branding in International Market...........................................................17
• 2.7 International Marketing in India..............................................................................19
• 2.8 Managing Brand when going International ............................................................22
• 2.9 Conclusion...............................................................................................................24
• 3. Research Methodology..................................................................................................25
• 3.1. Introduction............................................................................................................25
• 3.2. Research Philosophy..............................................................................................26
• 3.3. Research Approach.................................................................................................26
• 3.4. Research Strategy....................................................................................................27
• 3.4.1. Types of Data.....................................................................................................27
• 3.4.2. Comparision of Qualitative and Quantitative Data............................................28
• 3.4.3. Triangulation of Data.........................................................................................29
• 3.4.4. Use of Survey Strategy......................................................................................29
• 3.5. Data Collection Methods.........................................................................................30
• 3.6. Sample Design.........................................................................................................32
• 3.7. Data Analysis..........................................................................................................32
• 3.8. Summary.................................................................................................................33
• 4. Data Analysis ................................................................................................................34
• 5. Conclusion ....................................................................................................................55
• 5.1. Discussion of the Finding of the Research...........................................................55
• 6. Personal Development Plan...........................................................................................60
• 7. References......................................................................................................................62
• Annexure 1.........................................................................................................................67

Description

Globalisation is the key word these days for sustainability for the companies throughout the world. More and more companies are expanding their business to new frontiers. At this stage the companies are required to understand how branding could be used while entering a new market overseas. The aim of the research is to evaluate how international brands affect the buying behaviour of Indian students (below age 21 Yrs.) with special focus on the branding strategies adopted by Marks and Spencer when they entered Indian market. This research is based on the information collected from primary as well as secondary sources. Researcher has performed a detailed study of the literature review of the role and function of branding in general way and also with context to international marketing. In the era of globalisation, the students have been thrown open to a plethora of options to choose from. The literature search revealed that branding has emerged as a tool to differentiate a product from the several others and also as a cue to the customers to help in making informed and easy buying decision. The primary survey of the Indian students revealed that the students have been giving significant importance to the brand associated with the product while making their buying decision. According to them they have specific expectations from the given brand based on the image and information on the brand and the same image and expectations are also extended to the products and services associated with the product.