Know-How Exchange : Student Questions

Hi I am a 3rd year student doing a dissertation on Branding and focusing it down to the perception of branding in discount stores, and whether or not people buy in discount stores just because it's cheap? or whether they look at certain brands? what is the reason?

I chose to look at this area because I have noticed in the past 2 years there has been a rapid increase in town centres of these discount stores (this is in the UK) and found it an interesting topic to look into.

Any views will me most appreciated!