This chapter sets the ground for the study. The chapter provides a background review of the research variables. From the background research, the chapter will state the research problem. This chapter also establishes the purpose of the study and states the main aim and objectives. The chapter states that research question and ends with highlighting the anticipated limitations. 1.1 Background Research evidence shows that one of the most important goals of marketing is to ensure there is enough brand awareness (Srivastava, 2010). This considered especially important in situations where there is low-involvement with consumers engaging in little active search for information regarding a brand. There is enough evidence that supports the role of brand awareness in consumer decision making process (Clark, Doraszelski & Draganska, 2009; Tong & Hawley, 2009). Consumer decision making starts with identification of a need. Once a customer identifies a need, he or she will work towards fulfilling that need.