Brand image influence on consumers purchase decision

Magister thesis “Brand image influence on consumers purchase behaviour“ is based on mineral water industry analysis. The goal was to find out how brand image and its other components help companies to increase their sales. Observations on mineral industry revealed consumer favorite brands and has emphasized what should unknown brands do to be more successful in the future.
This work consists of two chapters, conclusion and recommendations. First chapter includes literature review, which is related to brands in general, its image and brand image components. Besides that, first chapter comprises of local and foreign industry of mineral water and its leading brand analysis. We also show statistics of mineral water to underline huge importance of mineral water industry for Georgia. Second chapter includes analysis based on our survey of mineral water industry and summary of consumer purchase tendencies according to it.
Based on survey results, recommendations where given to mineral water brands to achieve more success in the future and be more effective. In the end there are indicated sources used during preparation of this work. Enclosure of this work includes questions used in the survey mentioned above.
In the end the goal of this thesis was achieved and direct correlation between brand image and sales growth was found out. We also found out other factors which have positive or negative influence on sales growth.