The aim of the research is to find out ways to create an awareness of Bulsho cooperative, its brand
image and brand identity in order to strengthen the brand and develop a competitive advantage
over other similar brands. To satisfy customers’ needs by providing quality goods and services,
know how customers behave, make the decision to purchase goods or services, what factors
influence those decisions and how do these factors change their purchasing patterns.
Improve sales services and broadening customer base
Determine what role do the factors influencing consumer’s behavior play in the sales of goods?
Improve the brand value and image awareness
The theoretical framework is based on literature about analysis of the target market, role of the
consumer, Consumer behavior, Factors influencing consumers, Decision making process, Need
Recognition, Brand awareness and customer satisfaction, Factors influencing branding, Brand
identity, image and positioning, Customer satisfaction and brand loyalty and Internal and external
customer satisfaction
The empirical study was conducted in the form of a printed questionnaire, which was given to
customers of Bulsho in Helsinki. 192 responses were returned and an interview with the marketing
manager of Bulsho cooperative to draw comparisons between the opinion of the customers and
those of the employer. The research methods were both qualitative and quantitative.
The result indicates that the management needs to step up its publicity to increase the brand
awareness and strengthen the brand identity and image to be competitive. Customers were
satisfied with the variety of goods and service but not with the flow of information, support
services and general customers’ services while receiving the goods and services Bulsho provides.
To conclude Bulsho cooperative should increase its publicity via advertisement campaign to
strengthen its brand awareness, image and identity amongst customers using all available means of
communication, It should develop good flow of information and communication to and from
customers and improve service quality and support services
