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http://www.ukdissertations.com/dissertations/marketing/fmcg-products.php

Assesment Title: Consumer Decision Making Process (Individual Assignment)
Introduction
Consumer behaviour refers to the process of acquiring and organising information in the direction of a
purchase decision and of using and evaluating products and services. This process encompasses the
stages of searching for, purchasing, using, evaluating, and disposing of products and services. Decision
making process comes from the thought process of select a logical choice from among the available
options. When trying to make a good decision, a person must weight the positives and negatives of each
option, and consider all the alternatives. For effective decision making, a person must be able to forecast
the outcome of each option as well, and based on all these items, determine which option is the best for
that particular situation. These steps can be used for buying a home, car or even a cell phone. They can
be also be used for deciding where to go on a vacation, picking a school to attend and a wide array of
other important decisions that you must make.
In my case, I am looking forward to purchase a new DVD player from Sony, Blu-ray Disc Players. With a
format that delivers five times the capacity of DVDs today, Sony’s Blu-Ray Disc Player is for lovers of
home entertainment. With the player, you can experience the full capability of High Definition. The
player’s “Cinema Tuned” Digital Processing is able to produce stunning visuals and cinema-like surround
sound. The player is also backwards compatible with your current DVDs, but plays them with better
images than a DVD player. To me, making a wise decision before purchasing the product is very
important, it does not only help you to save money, it also helps you to save time and troubles.

Relevance of corporate branding in the FMCG sector
Bernhard Swoboda, Markus Meierer, Bettina Berg, University of Trier
Hanna Schramm-Klein, Saarland University
Abstract
An internationally standardized corporate brand may be perceived differently by individual con-
sumers, resulting in differences in their intended buying behaviour. In particular, this fact be-
comes more important in the FMCG sector, where a growing number firms use corporate brand-
ing as an endorsement to their product brands. Nevertheless, little attention has been given to the
reciprocity between corporate brand and the corresponding product brands. Applying multigroup
structural equation modelling to analyse a consumer sample from France and Romania, we are
able to show that these effects as well as their impact on the consumers’ buying behaviour vary
considerably between countries and must be taken into account in international brand manage-
ment.

Introduction
With the growing awareness that brands are one of a firm's most valuable resources (Srivastava,
Fahey, and Christensen, 2001), branding has emerged as a top management priority in the past
decade. In this context, corporate branding strategies are gaining more and more importance. Cor-
porate brand (CB) is thereby understood as being a product of top management and its ability to

propagate this vis-à-vis its stake- and shareholders so as to form the interface between self-
portrayal and external perception of the organization (Kiriakidou and Millward, 2000; Balmer,
2001). Given its highly competitive nature, much has been written about corporate brand man-
agement (CBM) and its impact on consumer behaviour (e.g., Yoon, Gürhan-Canli, and Schwarz,
2006). However, in both research-oriented and practice-oriented literature, CBM is rarely exam-
ined from an international perspective. However, the effects of CBs are gaining in complexity in
firms operating internationally.

Brand personality is the way a brand speaks and behaves to its consumers. A brand’s personality is like a
set of human characteristics that one would associate with the brand, which allows their consumers to
relate. Customers are more likely to purchase a brand if its personality is similar to their own as it gives
the opportunity for consumers to make a connection with a particular brand. A brand’s personality stems
from a companies understanding of their market so well that the brand actually starts to embody the traits
their consumers hope to see in them.
It means assigning human personality traits to a brand to make them different from their competitors, and
more relatable to their consumers. These personalities are consistent across the brand, with their
employees to their packaging. Much like human personalities, they are built over time, and are created
through consumer experiences with the brand.
Brand personality is an evolution of brand identity, it is more than a companies logo, typeface and tagline.
It’s about playing to a particular emotion in your consumers and being able to evoke that emotion when
ever they see you. It is what makes the brand likeable.
Take Disney for example, Disney is like a young child with a very wholesome imagination. They believe
in magic and makes life fun at any age. Their personality is very enchanting and joyful.
There are five main types of brand personalities: excitement, sincerity, ruggedness, competence and
sophistication.
Excitement: carefree, spirited, youthful - Disney
Sincerity: genuine, kind, family-oriented, thoughtful - Dove
Ruggedness: rough, tough, outdoors, athletic - Tough Mudder
Competence: successful, accomplished, influential, a leader - Apple
Sophistication: elegant, prestigious, pretentious – Rolls Royce
Some examples include Marlboro cigarettes being very masculine while Vogue slim cigarettes are very
feminine.

1. Are you a brand loyal customer?

| Yes | No

2. Which attributes did attract you to purchase branded products? Rank these attributes in order of
their importance to you.

| Brand Name | Transparent

| Price | Cleanliness

| Easy Availability | Others

3. What was the reason for the delay between the purchase decision and the actual purchase?

| Agree | Disagree


11. Influence of Advertisement on Purchase Decision

| Agree | Disagree


12. Will you like to switch your brand preference if you get some promotional scheme with another
brand?

| Yes | No

13. Do you think branded products are better than unbranded products?

| Yes | No

NAME OF THE RESPONDENT:

ADDRESS:

EDUCATIONAL QUALITICATION:

OCCUPATION:

AGE:

MONTHLY INCOME:

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