For retailers, the impact of branding on consumer purchasing behaviour is an important issue for consideration over recent decades (Kotler, 2002) and there is a subject that has attracted increasing academic and research attention (Arnold 1992; Haig 2004; Evans et al 2006; Floor 2006).
Within the current study, the central aim was to provide a
critical analysis of the effect that branding and its
marketing has upon the purchasing behaviour of the consumer,
particularly within the grocery sector. The focal point for
our research will be to assess how the supermarket chains
have both used branding to influence consumer-buying
patterns and adapted it in reaction to the changing
perceptions of their customers.