IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
In this era of globalization, the companies follow to achieve performance based on the relationship
between national culture and new product launch ā as an essential field for academic research and managerial
practice. Through the literature review, we attempt to provide a clarification of this relationship considering the
consumersā perception on national product originated from Romania. The research conducted in this paper
focused on Romanian consumersā perception of their national products. Through a qualitative study, we explore
the importance of country-of-origin on consumersā decision to buy a new product, as well as their motives to
prefer a Romanian product or a foreign one. The findings suggest that a favorable country image is essential in
triggering the buying intention and that Romania still has a long path to go in order to establish a positive image
in the minds of its targeted segment of consumers.
In this era of globalization, the companies follow to achieve performance based on the relationship
between national culture and new product launch ā as an essential field for academic research and managerial
practice. Through the literature review, we attempt to provide a clarification of this relationship considering the
consumersā perception on national product originated from Romania. The research conducted in this paper
focused on Romanian consumersā perception of their national products. Through a qualitative study, we explore
the importance of country-of-origin on consumersā decision to buy a new product, as well as their motives to
prefer a Romanian product or a foreign one. The findings suggest that a favorable country image is essential in
triggering the buying intention and that Romania still has a long path to go in order to establish a positive image
in the minds of its targeted segment of consumers.
Winning Shelf Space: Private Labels or FMCG Brands?Aranca
Ā
Higher margins provided by the Private Labels in comparison to established FMCG brands have augured well for the growth of Private Labels. This Aranca whitepaper is an effort to delineate the emergence of Private Labels and its impact on branded products in the FMCG sector.
The study titled, āA Study On Brand Perception In Electronics Industryā focuses on the level of awareness and perception customers have about for a brand. For the purpose of the study, an electronics company ās customers were surveyed for a period of two months. The tools used for analysis are frequencies test, mean analysis, independent sample T ā Test and ANOVA. At the end of the study, it was found that factors such as quality, warranty, brand image influenced customerās perception of the brand. Some findings about the customer demographics were also found
A Study on Brand Impact of Apparels on Consumer Buying Behaviour in Kukatpall...ijtsrd
Ā
The paper is about the results of the primary research which purpose was to know the impact of apparels brand on consumers to purchase a product. The aim of the paper is to make the fact clear that the brand has an impact on customer decision making process. The Primary data has been collected from 128 respondents within the region of Kukatpally area. Questionnaire is framed containing 20 questions which were asked to consumers in Kukatpally area. The secondary data has been collected from internet, books, references etc. Though the different media spread awareness but television advertising plays a vital role in buying behaviour of consumers. The outcome generated from descriptive statistics is that most of the respondents has positive opinion on television advertisements. From the findings, we can also see that there is no significant association between gender of respondents and buying behaviour towards branded apparels. There is a significant association between income of the respondents and frequency of buying branded apparels. There is no difference between male and female groups with respect to the awareness of television advertisements. Dr. R. Narsaiah | R Shashi Preetham ""A Study on Brand Impact of Apparels on Consumer Buying Behaviour in Kukatpally Area"" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-3 , April 2019, URL: https://www.ijtsrd.com/papers/ijtsrd22838.pdf
Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/22838/a-study-on-brand-impact-of-apparels-on-consumer-buying-behaviour-in-kukatpally-area/dr-r-narsaiah
A study of buying behaviour of working adults towards branded apparels in sel...Shubha Brota Raha
Ā
The Indian apparel market has demonstrated resilience and growth in an environment characterized by slow economic growth. The domestic apparel market, which was worth INR 207,400 crore (~USD 38 billion) as of 2012, is expected to grow at a compound average growth rate (CAGR) of 9% over the next decade. After food and grocery, it is the 2nd biggest category under organized as well as unorganized retail. Further, on 7 December 2012, the Federal Government of India allowed 51% FDI in multi-brand retail in India.
The face of Indian apparel market is changing very fast. A new class of customers with more money to spend, and a growing passion for fashion, has been generated by swift development and rising urbanization. In Indiaās high-growth, fast-changing retail clothing market, one can see significant new growth opportunities for foreign and domestic players. Much has been talked about all these issues viz. future of apparel retail in India, the impact of foreign players on the domestic apparel retailers etc. But we should not forget that customers are the end beneficiary of all the retail activities. As a democratic country with high growth rates, the consumer spending has risen sharply as the youth population (33 percent of Indiaās population is below the age of 15) has seen a significant increase in its disposable income. The apparel fashion plays a paramount role in shaping apparel consumerism. As lifestyles change, fashion in India is becoming more diversified, as in the Western countries. Technology, ideas and lifestyles are moving concurrently and quickly. Indian market has high complexities in terms of a wide geographic spread and distinct consumer preferences varying by each region necessitating a need for localization even within the geographic zones. Companies and brands that offered monotonous and mundane products for years, have now multiplied their product ranges and new appealing styles, shapes and forms are being launched each season by them. Hence, it becomes crucial to find out the perception of customers towards the various retail developments in apparel segment and the factors responsible for choosing a particular apparel store.
In the view of the above, an attempt was made not only to analyze the customersā perception towards various retail developments in apparel segment but also to find out their buying behaviour with special reference to three select regions in India ā Delhi & NCR, Mumbai and Bangalore.
Assessing Customer Satisfaction and Brand Awareness of Branded BreadIOSR Journals
Ā
The bread market is growing at about 5% per annum, according to the Ministry of Food Processing
Industries. 85% bread production is in the hands of the unorganized sector. With a lot of competition building
up to tap this potential market, the onus lies with the customer, who will turn to the brand which offers him
complete satisfaction. This paper studies the factors which lead to customer satisfaction and brand awareness,
by a random sampling of 100 customers in Cochin. The paper analyses customer satisfaction of a particular
bread brand ā Elite Bread and attempts to find out how well known it is to the customers, compared to its
competitors. Limitations of the study and recommendations to improve customer satisfaction are put forth.
Changing Dynamics of IT and Marketing Teams in the Procurement of Marketing T...Anurag Anwariya
Ā
With the increase of digitization in marketing, marketers are steering towards the purchase of technologies which enables them to make informed decisions. Initially marketers in association with their agencies were making the purchase decision of these marketing technologies without defining technical specifications. This ultimately led to the role conflict between IT and Marketing due to implementation challenges and lack of IT compliance. This white paper tries to bring forth the necessary viewpoints on how IT can play a vital role in executing marketing strategies and be the revenue generator of the organization. By collaborating both IT and Marketing teams can define each otherās responsibilities, draw a strategy road map and work towards the shared goal of the organization.
International marketing mix: global products and servicesluispachon
Ā
International marketing mix: global products and services takes into account what are the characteristics that companies must consider in order to satisfy the local customer's needs.
Global firms plan, operate and coordinate their activities on a worldwide basis.The firm will price its products appropriately worldwide, nationally and locally, and promote, deliver access and information to its customers in the most cost-effective way.,
The firm will price its products appropriately worldwide, nationally and locally, and promote, deliver access and information to its customers in the most cost-effective way.,
It operates in more than one country and captures R & D, production, logistical, marketing, and financial advantages not available to purely domestic competitors.
Website usability best practices a marketing perspectiveRegalix
Ā
USABILITY: Wikipedia definition: A term used to denote the ease with which people can employ a particular tool
Providing people an easy to use service for a need
The user should know exactly where she is, and should know fairly well whatās next
For an application site, giving access to start of all use-cases is critical
Be available to help users (just like in a real world store, office)
Allow users to easily recover from mistakes
Make it easy to recover from system failures
The ultimate in giving control to the user!
Gives the user higher sense of control
Remember what the user did last, and if appropriate, start from there ā logins, passwords, recent searches, recent transactions, etc.
Make things look as you want users to interact with them (affordance)
If an interaction has been made simple, check if you can make it simpler!
Focusing on Usability is no different than focusing on Customer Experience!
And marketers ARE focused on Customer Experience
It is just that Customer Experience in context of web applications has become a specialized science, and Marketers need to focus on it
Usability of your systems can increase ROI. Some examples:
āWe want to increase the registration rate on our site from the current 3%, to 5% or above.ā [Web2.0 Photo Application Site]
āThe average time it takes our customer service representative (CSR) to service a customer is about 8 minutes. We wish to reduce this to 6.5 minutes.ā [Banking Firm]
āThe average time a customer stands in the queue to transact is about 4 minutes. We wish to reduce it to sub 3 minutes.ā [Library]
Is the end-to-end process usable?
Are the different touch points usable?
Lead form fill-up
Call-back, calling process
Application process
Reaction times
Information collateral
Is the customer happy with the product?
Do more in less time
Explore more things that you have on offer
Winning Shelf Space: Private Labels or FMCG Brands?Aranca
Ā
Higher margins provided by the Private Labels in comparison to established FMCG brands have augured well for the growth of Private Labels. This Aranca whitepaper is an effort to delineate the emergence of Private Labels and its impact on branded products in the FMCG sector.
The study titled, āA Study On Brand Perception In Electronics Industryā focuses on the level of awareness and perception customers have about for a brand. For the purpose of the study, an electronics company ās customers were surveyed for a period of two months. The tools used for analysis are frequencies test, mean analysis, independent sample T ā Test and ANOVA. At the end of the study, it was found that factors such as quality, warranty, brand image influenced customerās perception of the brand. Some findings about the customer demographics were also found
A Study on Brand Impact of Apparels on Consumer Buying Behaviour in Kukatpall...ijtsrd
Ā
The paper is about the results of the primary research which purpose was to know the impact of apparels brand on consumers to purchase a product. The aim of the paper is to make the fact clear that the brand has an impact on customer decision making process. The Primary data has been collected from 128 respondents within the region of Kukatpally area. Questionnaire is framed containing 20 questions which were asked to consumers in Kukatpally area. The secondary data has been collected from internet, books, references etc. Though the different media spread awareness but television advertising plays a vital role in buying behaviour of consumers. The outcome generated from descriptive statistics is that most of the respondents has positive opinion on television advertisements. From the findings, we can also see that there is no significant association between gender of respondents and buying behaviour towards branded apparels. There is a significant association between income of the respondents and frequency of buying branded apparels. There is no difference between male and female groups with respect to the awareness of television advertisements. Dr. R. Narsaiah | R Shashi Preetham ""A Study on Brand Impact of Apparels on Consumer Buying Behaviour in Kukatpally Area"" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-3 , April 2019, URL: https://www.ijtsrd.com/papers/ijtsrd22838.pdf
Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/22838/a-study-on-brand-impact-of-apparels-on-consumer-buying-behaviour-in-kukatpally-area/dr-r-narsaiah
A study of buying behaviour of working adults towards branded apparels in sel...Shubha Brota Raha
Ā
The Indian apparel market has demonstrated resilience and growth in an environment characterized by slow economic growth. The domestic apparel market, which was worth INR 207,400 crore (~USD 38 billion) as of 2012, is expected to grow at a compound average growth rate (CAGR) of 9% over the next decade. After food and grocery, it is the 2nd biggest category under organized as well as unorganized retail. Further, on 7 December 2012, the Federal Government of India allowed 51% FDI in multi-brand retail in India.
The face of Indian apparel market is changing very fast. A new class of customers with more money to spend, and a growing passion for fashion, has been generated by swift development and rising urbanization. In Indiaās high-growth, fast-changing retail clothing market, one can see significant new growth opportunities for foreign and domestic players. Much has been talked about all these issues viz. future of apparel retail in India, the impact of foreign players on the domestic apparel retailers etc. But we should not forget that customers are the end beneficiary of all the retail activities. As a democratic country with high growth rates, the consumer spending has risen sharply as the youth population (33 percent of Indiaās population is below the age of 15) has seen a significant increase in its disposable income. The apparel fashion plays a paramount role in shaping apparel consumerism. As lifestyles change, fashion in India is becoming more diversified, as in the Western countries. Technology, ideas and lifestyles are moving concurrently and quickly. Indian market has high complexities in terms of a wide geographic spread and distinct consumer preferences varying by each region necessitating a need for localization even within the geographic zones. Companies and brands that offered monotonous and mundane products for years, have now multiplied their product ranges and new appealing styles, shapes and forms are being launched each season by them. Hence, it becomes crucial to find out the perception of customers towards the various retail developments in apparel segment and the factors responsible for choosing a particular apparel store.
In the view of the above, an attempt was made not only to analyze the customersā perception towards various retail developments in apparel segment but also to find out their buying behaviour with special reference to three select regions in India ā Delhi & NCR, Mumbai and Bangalore.
Assessing Customer Satisfaction and Brand Awareness of Branded BreadIOSR Journals
Ā
The bread market is growing at about 5% per annum, according to the Ministry of Food Processing
Industries. 85% bread production is in the hands of the unorganized sector. With a lot of competition building
up to tap this potential market, the onus lies with the customer, who will turn to the brand which offers him
complete satisfaction. This paper studies the factors which lead to customer satisfaction and brand awareness,
by a random sampling of 100 customers in Cochin. The paper analyses customer satisfaction of a particular
bread brand ā Elite Bread and attempts to find out how well known it is to the customers, compared to its
competitors. Limitations of the study and recommendations to improve customer satisfaction are put forth.
Changing Dynamics of IT and Marketing Teams in the Procurement of Marketing T...Anurag Anwariya
Ā
With the increase of digitization in marketing, marketers are steering towards the purchase of technologies which enables them to make informed decisions. Initially marketers in association with their agencies were making the purchase decision of these marketing technologies without defining technical specifications. This ultimately led to the role conflict between IT and Marketing due to implementation challenges and lack of IT compliance. This white paper tries to bring forth the necessary viewpoints on how IT can play a vital role in executing marketing strategies and be the revenue generator of the organization. By collaborating both IT and Marketing teams can define each otherās responsibilities, draw a strategy road map and work towards the shared goal of the organization.
International marketing mix: global products and servicesluispachon
Ā
International marketing mix: global products and services takes into account what are the characteristics that companies must consider in order to satisfy the local customer's needs.
Global firms plan, operate and coordinate their activities on a worldwide basis.The firm will price its products appropriately worldwide, nationally and locally, and promote, deliver access and information to its customers in the most cost-effective way.,
The firm will price its products appropriately worldwide, nationally and locally, and promote, deliver access and information to its customers in the most cost-effective way.,
It operates in more than one country and captures R & D, production, logistical, marketing, and financial advantages not available to purely domestic competitors.
Website usability best practices a marketing perspectiveRegalix
Ā
USABILITY: Wikipedia definition: A term used to denote the ease with which people can employ a particular tool
Providing people an easy to use service for a need
The user should know exactly where she is, and should know fairly well whatās next
For an application site, giving access to start of all use-cases is critical
Be available to help users (just like in a real world store, office)
Allow users to easily recover from mistakes
Make it easy to recover from system failures
The ultimate in giving control to the user!
Gives the user higher sense of control
Remember what the user did last, and if appropriate, start from there ā logins, passwords, recent searches, recent transactions, etc.
Make things look as you want users to interact with them (affordance)
If an interaction has been made simple, check if you can make it simpler!
Focusing on Usability is no different than focusing on Customer Experience!
And marketers ARE focused on Customer Experience
It is just that Customer Experience in context of web applications has become a specialized science, and Marketers need to focus on it
Usability of your systems can increase ROI. Some examples:
āWe want to increase the registration rate on our site from the current 3%, to 5% or above.ā [Web2.0 Photo Application Site]
āThe average time it takes our customer service representative (CSR) to service a customer is about 8 minutes. We wish to reduce this to 6.5 minutes.ā [Banking Firm]
āThe average time a customer stands in the queue to transact is about 4 minutes. We wish to reduce it to sub 3 minutes.ā [Library]
Is the end-to-end process usable?
Are the different touch points usable?
Lead form fill-up
Call-back, calling process
Application process
Reaction times
Information collateral
Is the customer happy with the product?
Do more in less time
Explore more things that you have on offer
Meeting the Billing and Payment Needs of MillennialsFiserv
Ā
The millennial generation is coming of age, taking on more financial responsibility and beginning to flex their financial and social muscle. Billing organizations must know how to serve and satisfy millennialsā unique billing and payment practices and preferences.
Webinar Replay:
http://fisv.co/millennial-payments-webinar
Research Paper:
http://fisv.co/millennial-payments-research
Expectations & Experiences, the quarterly consumer trends survey from Fiserv, revealed unique insight into people's perceptions about their credit score - and what drives their behavior. This excerpt is from Expectations & Experiences: Channels & New Entrants, 2016. Learn more: https://fisv.co/expectations-channels.
Gamification...should you gamify your business ??Divya Sangwan
Ā
Should you Gamify your business?
The new talk of the town is Gamification and how in the new future it will rule the Business world.
The Gartner Group has projected 50% of corporate innovation will be "Gamified" by 2015. Deloitte called Gamification one of the Top 10 Technology Trends for 2012.
Studies claim the use of game mechanics will become embedded in daily life by 2020.
Itās the process of applying game mechanics to activities that aren't games and is rapidly becoming a big business.
So whatās making Gamification so popular today? Letās learn more about Gamification, why is it becoming increasingly popular and how itās helping marketers across the world enhance marketing campaigns.
The reality for companies that are trying to figure out their blogging or content strategy is that there's a lot of content to write beyond just the "buy now" page.
A Study of Consumers Buying Behaviour in reference to Brand Positioningprofessionalpanorama
Ā
Brand positioning is to do something with the companyās products and
services offerings to its existing as well as prospective customers, for the
placement of brand in customerās mind and to create a space for brand
according to customerās expectations in market. Marketers understand the
needs of consumers to own a product of a brand for tangible and intangible
reasons. So, consumerās buying behaviour and brand positioning is very
crucial area of research and development for marketers. This story shows
the effects of the consumerās buying behaviour on brand positioning. It also
reveals the effects of demographic factor on consumerās buying behaviour
A Study on Consumer Behaviour towards Branded Garments am ong Male Shoppersinventionjournals
Ā
In the age of identity crisis and need for differentiation, everyone is after uniqueness; particularly h ow one wishes to appear. India is a global market for fashion garments and there is a cut throat competition exi sting among brands. Companies are rigorously working on identifying consumer buying behaviour, preferences, creating awareness, and a positive attitude towards their brands in order to grab larger portion of the market. Therefore, it is become necessary to study the consumer behaviour towards various branded men`s garments. T he study emphasis on how consumer evaluate branded garments on the basis of style, texture, price, colour, adv ertisement and celebrity endorsements, preferences towards branded garments and reasons for purchasing bran ded garments. The researcher has used descriptive research design, conducted study only with 150 respondents from two Engineering college, Bangalore. Statistical tools like measurement of central tendency, Chi-Square ar e used to test and analyse the collected data. Finally, it is revealed that irrespective of age and education levels respondents are buying branded garments to enhance their style, ant to protect their self-respect.
A Study on Consumer Behaviour towards Branded Garments am ong Male Shoppersinventionjournals
Ā
In the age of identity crisis and need for differentiation, everyone is after uniqueness; particularly h ow one wishes to appear. India is a global market for fashion garments and there is a cut throat competition exi sting among brands. Companies are rigorously working on identifying consumer buying behaviour, preferences, creating awareness, and a positive attitude towards their brands in order to grab larger portion of the market. Therefore, it is become necessary to study the consumer behaviour towards various branded men`s garments. T he study emphasis on how consumer evaluate branded garments on the basis of style, texture, price, colour, adv ertisement and celebrity endorsements, preferences towards branded garments and reasons for purchasing bran ded garments. The researcher has used descriptive research design, conducted study only with 150 respondents from two Engineering college, Bangalore. Statistical tools like measurement of central tendency, Chi-Square ar e used to test and analyse the collected data. Finally, it is revealed that irrespective of age and education levels respondents are buying branded garments to enhance their style, ant to protect their self-respect.
The Journal of Global Business Management Volume 10 Number 1.docxcherry686017
Ā
The Journal of Global Business Management Volume 10 * Number 1 * April 2014 issue 99
International Brand Management and Strategy:
Apparel Market in China
Dr. Yi-Ju Chen, Florida International University, USA
Dr. Po-Chung Chen, Chaoyang University of Technology, Taiwan
ABSTRACT
This study examined the perceptions of the country of origin and the methods of communicating
branding information of international apparel brands. The findings of the study indicated that the
respondents perceive European clothing brands as more stylish than brands from other nations. The
results also indicated that information about apparel brands provided by friends and information
provided by retail store operators was considered more reliable than information provided by advertising
or the Internet. Lastly, it suggested that there were regional differences in the perceptions of consumers
of foreign apparel brands, but the regional differences manifested themselves in only a few of the
variables examined by the study.
Keywords: Brand management, Communication methods, Country of origin
INTRODUCTION
In the general approach to global branding in the apparel industry, China represents a unique market
environment due to the relatively recent development of branding practices in this nation (Brouthers &
Xu, 2002; Delong, Bao, Wu, Chao, & Li, 2004). China is a socialist market economy that is experiencing
economic growth at a rate substantially higher than the majority of other nations. The nation has a
population of 1.3 billion, which represents the largest single market of consumers in the world. The
market is highly segmented on the basis of demographic factors such as age, geographic factors such as
urban or rural location and psychographic factors such as perceptions of the importance of status (Gibb &
Li, 2003). The size of the market, coupled with the segmentation, present a range of difficulties for firms
attempting to develop a branding strategy tailored to the Chinese environment.
Over the past decade, consumers in China have become increasingly conscious of brands, with
brand recognition functioning as an antecedent to the purchase decision (Wang, 2005). At the same time,
the number of international and domestic brands in the marketplace is rapidly increasing as firms attempt
to capture a share of this giant consumer market. As a result, there is a high level of cognitive dissonance
in the marketplace caused by the proliferation of brands that have a similar message, which causes
confusion for the consumer. The Chinese marketplace is characterized by a comparatively smaller
number of brands than in other developing nations (Baroncelli, Fink, & Javorcik, 2005). In addition, the
majority of the branding activity in the nation is conducted by foreign firms, although there has been a
recent increase in branding efforts by domestic firms. The Chinese marketplace has also been receptive to
vari ...
Ethical Fashion Dimensions Pictorial and Auditory Depictions Thro.docxgitagrimston
Ā
Ethical Fashion Dimensions: Pictorial and Auditory Depictions Through Three Culture Perspectives
The article is an explanatory study comparing the attitudes of young fashion conscious consumers towards ethical fashion in Canada, France and the United Kingdom. The study includes cross cultural research done by the methods of forming focus groups, interviewing students from universities, and analysis of mood boards created by interviewees. Due to fast fashion manufacturing costs have been lowered and the increased pressure by consumer demand for cheaper fashion items has led to sacrificing of ethical standards so that they can remain competitive in the fashion industry.
Although awareness of ethical issues has increased and the consumers are sympathetic towards the ethical issues but the visual appearance of the garment strongly influences the purchasing intention of the garment as opposed to its ethical credentials. This article will help address the gap by actually providing results of the research which compare the attitudes towards ethical fashion of apparel consumers in these three countries.
The findings show that the consumers of UK generally thought that ethical clothing would be expensive however Canadians didnāt think the same, they thought ethical clothing would be less available. The Canadians didnāt want to pay an extra price for the garment being ethical while French consumers were willing to pay and extra price if it fulfilled as a redemption for other bad behavior. Some consumers mentioned that if the other important criteria was met by the garment they would be willing to purchase an ethical garment while some were confused about the meaning of ethical fashion thus were uninterested in buying it at all. While some people thought of ethical garments as ādullā or āboringā the others said they would boycott a company if they were made aware of its unethical practices.
The article also has some limitations and scope for further research. As the participants of the study were a small group of homogeneous people who were in the same age bracket ( 18-26) and broadly belonging to the same socio-economic and educational backgrounds, the information derived may not be a very good representative of the diverse market of that county. Also the cross cultural nature of the research required to translate data from French to English which might not be as accurate as thought.
Phau, I., Teah, M., & Chuah, J. (2015), Consumer attitudes towards luxury fashion apparel made in sweatshops, Journal of Fashion Marketing and Management, 19 (2), 169-187.
Ā The motivation of this study is to let more people have more understanding on how consumer attitudes play a significant role in luxury fashion apparel which was made in sweatshops in the developing countries. And also can use the hypothesis extension to population, not only in Australia, but also for other countries of different socioeconomic groups which may produce different results.
Ā Ā Ā T ...
Top journals (all business disciplines combined) Academy ofTakishaPeck109
Ā
Top journals (all business disciplines combined)
Academy of Management Journal
Academy of Management Review
Accounting Review
ACM Transactions on Information Systems
Administrative Science Quarterly
Contemporary Accounting Research
European Journal of Information Systems
IEEE Transactions on Knowledge and Data Engineering
Information Systems
Information Systems Research
International Journal of Research in Marketing
Journal of Accounting and Economics
Journal of Accounting Research
Journal of the Association for Information Systems
Journal of Consumer Research
Journal of Finance
Journal of Financial and Quantitative Analysis
Journal of Financial Economics
Journal of Financial Intermediation
Journal of International Business Studies
Journal of Marketing
Journal of Marketing Research
Journal of Operations Management
Journal of Strategic Information Systems
Management Science
Manufacturing and Service Operations Management
Marketing Science
MIS Quarterly
Organization Science
Production and Operations Management
Review of Accounting Studies
Review of Financial Studies
Strategic Management Journal
VLDB Journal
Very good journals (split per discipline):
Accounting:
Abacus
Accounting and Business Research
Accounting, Organizations and Society
Auditing: A Journal of Practice and Theory
European Accounting Review
Journal of Accounting, Auditing and Finance
Journal of the American Taxation Association
Journal of Business Finance and Accounting
Journal of Management Accounting Research
Management Accounting Research
Information Management:
ACM Transactions on the Web
CAiSE Proceedings
Communications of the ACM
Data and Knowledge Engineering
Decision Support Systems
ECIS Proceedings
Electronic Markets
IEEE Software
IEEE Transactions on Software Engineering
Information and Management
Information and Software Technology
Information Systems Journal
International Journal of Electronic Commerce
Journal of Group Decision and Negotiation
Journal of Information Technology
Journal of MIS
World Wide Web Journal
Finance:
Finance and Stochastics
Financial Management
Journal of Banking and Finance
Journal of Computational Finance
Journal of Corporate Finance
Journal of Empirical Finance
Journal of International Money and Finance
Journal of Money, Credit and Banking
Mathematical Finance
Review of Finance
Marketing:
Industrial Marketing Management
Journal of the Academy of Marketing Science
Journal of Advertising
Journal of Business Research
Journal of Consumer Psychology
Journal of Product Innovation Management
Journal of Retailing
Marketing Letters
Psychology & Marketing
Quantitative Marketing and Economics
Organization:
International Journal of Industrial Organization
Journal of Management
Journal of Management Studies
Journal of Transport Economics and Policy
Long Range Planning ...
Impact of Cultural Differences in Marketing on Buying BehaviourDr. Amarjeet Singh
Ā
Culture and differences in culture across the globe form an important aspect of marketing. One of the biggest factors that is taken into consideration by both marketing analysts and consumers is culture. Cultural Marketing, therefore, has gained importance as a way of marketing and market research. Especially when it comes to international trade and global marketing. The volatile nature of cultures as a concept makes it very difficult to predict the success or failure of a product or service. Cultural differences in marketing, therefore form the fundamental decision-making factors in the international marketing arena. This paper studies the consumersā perception towards marketing strategies that align with their culture and the subsequent decisions they are likely to take based on these factions. Understanding this psychology is crucial to ensuring that a company can get a good return on its market investments while still generating a profit. Hence understanding the culture of a particular region before entering it is crucial and can play a huge role in the success of the company in that region.
An Examination of Effectuation Dimension as Financing Practice of Small and M...iosrjce
Ā
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
Does Goods and Services Tax (GST) Leads to Indian Economic Development?iosrjce
Ā
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
Childhood Factors that influence success in later lifeiosrjce
Ā
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
Emotional Intelligence and Work Performance Relationship: A Study on Sales Pe...iosrjce
Ā
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Consumer Perspectives on Brand Preference: A Choice Based Model Approach
1. IOSR Journal of Business and Management (IOSR-JBM)
e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 17, Issue 12 .Ver. III (Dec. 2015), PP 40-48
www.iosrjournals.org
DOI: 10.9790/487X-171234048 www.iosrjournals.org 40 | Page
Consumer Perspectives on Brand Preference: A Choice Based
Model Approach
Dr. B.A.Satyamurty, R.Satish Kumar
1
B.TECH, MBA, MPHIL, PhD Associate Professor, Dept. of Management studies, Maharajahās PG College,
Phoolbagh, Vizianagaram-535002 Andhra Pradesh, India.
2
MBA, MSC, PGDMM, PGDAM, (PhD) Asst Professor, Dept. of Management studies, Maharajahās PG
College, Phoolbagh, Vizianagaram-535002, Andhra Pradesh, India.
Abstract: In this study, we explore how the international brands alter the market dynamics in a market where
national, international and isolated brands are present. The entire focus of the present research is to understand
the phenomena of consumer choice and preference in the backdrop of such a market. We accessed consumer
choice in the context of these different categories of brands by using a multinomial discrete choice model. The
estimated model provides us with several diagnostic findings of managerial interest especially with respect to
what kinds of product attributes differentially affect choice probabilities of different categories of brands ā the
international, the national and the isolated.
Keywords: marketing strategy; segmentation; brand categories; multinomial logit choice Model
I. Introduction:
In growing economies especially for common frequently purchased products (for example, soaps,
deodorants, perfumes, shampoos, toothpastes and so on.), the market often contains both isolated and national
brands. An isolated brand is likely to come from a small local manufacturer or a local retail chain. A national
brand on the other hand, is also a domestic brand but is a much larger player in the country and typically spends
substantially more on marketing expenses than an isolated brand. As the economy continues to emerge and
consumers prosper along with that, the market now becomes attractive to global companies who often possess in
their product lines, brands of international repute; such a brand if present in an emerging market can be viewed
as an international brand. In the current research we use a choice modeling approach to empirically examine the
very interesting dynamics between the categories of international brands, national brands and isolated brands.
Firms are increasingly expanding globally as they realize that this is a significant source for potential sales and
profits growth. For instance, the share of global trade has increased significantly over the recent past at seven
per cent annually between 1990 and 2010 compared with a 3.1 per cent growth in world, indicating the
importance of such activity to firms. The increased activity of firms in the global arena has created a challenge
for international marketers as they need to compete against local products in diverse consumer markets and
segments. Specifically, once introduced into a new country, an international brand needs to be positioned
against local operating brands. The task of identifying appropriate brand positioning strategies is a complex one
as it involves different local brands that, in some cases, have never been considered as competitors by the
company marketing the international brand. Furthermore, consumers in a different country are likely to
significantly vary in their preferences and perceptions compared with those in the home country market of the
international brand. Among other things, variations in the cultural backgrounds of consumers in different
countries might have a significant impact on their preferences for international and local brands. The increased
popularity of global brands and the relatively similar big city customer profiles across countries are having an
effect on the way marketers view the attractiveness of international markets. If marketed well overseas, such
brands can not only be revenue generators in the short run, but also have the potential to avail of at least some
economies of scale across countries in the long run. The key to marketing well of course is to be able to compete
well with others including existing local brands such as national and isolated brands. A typical market is
characterized by the presence of many different kinds of brands Consumers have to make their own judgments
about the properties of these brands before making a choice. In consumer markets, the origin of the brand often
provides cues that help consumers in their choice process. One way to identify brand origins, for example, is to
check whether it is a manufacturer brand or an isolated brand. In advanced countries, these two types of brands
are major players, and research has brought out interesting insights into how consumers react to them. In other
countries, which have been more recently exposed to international marketing, the situation is actually more
complex. The presence of international brands, their own national brands and their own isolated brands often
characterize such markets. Consumer perceptions and preferences with respect to this interesting mix of brand
categories, have received little attention in the academic research literature. Exploring of current brand
positioning and preference in such countries where introduction of international brands occurred in the relatively
2. Consumer Perspectives on Brand Preference: A Choice Based Model Approach
DOI: 10.9790/487X-171234048 www.iosrjournals.org 41 | Page
recent past, might be a good approach for getting more insights into the dynamics of international brands. The
literature has mainly focused on category competition between local brands (between national and isolated
brands). There is relatively little research, however, that explores the driving forces behind brand preferences for
international brands in international markets in the backdrop of consumersā choice between international and
domestic brands. The purpose of this study, therefore, is to fill this void in the literature by analyzing the
preference formation and choice between the categories of international, national and isolated brands. In the
present research, we use data from the Indian market to examine this scenario. This article explores these
aspects. The characteristics of international brands have been discussed by Quelch, 1999. Similarly, Nandan and
Dickinson, 1994 have outlined the properties of isolated brands. Of course, there is no dearth of articles on
national manufacturer brands. However, there is very little research on how consumer choice is affected by the
unique qualities of these different brand categories in an emerging market. Here, we try to fill this gap in the
literature. In order to study this problem, we use a choice modelling approach, employing the multinomial logit
model. We use the choice model to uncover salient attributes that are involved in consumersā choice decisions.
Estimation of the model provides interesting insights into how different product attributes drive choices often
differently for different categories of brands. Such diagnostics lead to useful managerial implications. We also
use a preference regression approach to uncover the preference drivers for the three different categories of
brands.
II. Background:
In the marketing literature, there has been wide exploration of national brands and the emergence of
isolated brands and generics. These studies were mainly concerned with promotional schemes, price
differentials and so on. In addition researchers have investigated consumersā perceptions of national, isolated
and generic brands to better understand the differences and similarities between them. However, relatively little
effort has been done on what drives consumersā preferences and choices toward such brands; in particular the
issue of how product attributes affect consumersā preferences and choice remains less explored. The issue of
brandsā preferences however, is also very relevant in the case of a changing marketing environment in emerging
markets where the market experiences an increase in the heterogeneity of the brand category offerings. This
includes an increase in the variety of the brandsā offering (new international brands), and an increase in
purchasing power coupled with an increase in media exposure (more TV channels, Internet, international
broadcasting, and so on.), of consumers to international brands. The findings of this literature highlight the
importance of successful introductions of brands abroad. The introduction of new international brands in such
an environment needs to be sensitive to cultural differences among consumers in a foreign emerging market. For
example, consumers might have different attitudes with respect to the brandsā country of origin. In this study,
consumersā perceptions about product attributes in order to be able to provide insights into the query of how
product attributes affect consumersā preferences for different brand types. Exactly, consider the categories of
international, national and isolated brands. In order to depict the setting of an evolving market environment,
Indian market that experienced a process of deregulation and international brandsā introduction relatively, and
can be used as an approximation to the expected behaviour of other markets that may go through in the future.
In India, major structural changes and reforms in the economy occurred to increase the level of competitiveness
in consumer markets. Additional TV channels were added, thus greatly increasing consumersā exposures to TV
commercials in general, and to international brands in particular. Until then, there were only a few TV channels
that did not have too many commercials. These types of de-regulations simultaneously increased consumersā
awareness of international brands and affected their choice dynamics. In different foreign markets, there are
many cultural differences among consumers that can influence the success of international brand introduction.
Although marketers consider these differences, they are not fully explored. Standardization and adaptation
approaches should consider potential differences in preferences and attitudes toward products. On the basis of
this background, we believe that consumers will have quite a different perceptual perspective of the three brand
categories. We expect choice and preference differences between the low importance of buying local products
segment and the high importance products segment.
III. Hypotheses:
In this study, we will employ both choice modelling and preference regression approaches. In the
choice model to identify the drivers that consumers use to choose between brands belonging to the categories of
international, national and isolated. In the preference regression approach, the goal is to identify the cues that
consumers may use to determine how much they like an international (or national or isolated) brand. Thus, the
choice modelling results would indicate what cues brand managers should focus on when they are competing for
market shares between international, national and isolated brand categories. The preference regression results
would indicate how a manager for an international (or national or isolated) brand should manage the brand
drivers/cues such that consumer preferences for this brand independently or in comparison to other brands of the
3. Consumer Perspectives on Brand Preference: A Choice Based Model Approach
DOI: 10.9790/487X-171234048 www.iosrjournals.org 42 | Page
same category is enhanced; results from this would enable the manager of a new international brand to get an
idea of how to manage the brand cues such that this new brand gets a higher preference than an existing
international brand in the market. Choice modelling and preference modeling together would provide very
useful complementary information for the brand manager. Given the corresponding, but different thrusts of
choice modelling and preference modelling, we expect
Hypothesis-i: The drivers that show up as salient for the choice modeling would be different from those that get
indicated by the preference analysis. Cue utilization theory provides some insights about what kinds of
drivers/cues affect consumer judgments of product quality.
Hypothesis -ii: The choice model analysis for the aggregate market should indicate that some intrinsic cues are
the primary drivers of brand preference between the categories of international, national, and isolated; extrinsic
cues should not affect choice substantially.
Hypothesis-iii: The aggregate market preference model analysis for the international brand category should
indicate that consumers use a variety of both intrinsic and extrinsic cues to make preference judgments; for the
isolated brand category, preference judgments should be driven mainly by brand equity and reputation type
attributes.
IV. Methodology:
Analysis is conducted on international, national, and isolated brands of deodorants. We selected this
category as it is one of the earlier categories to include all the three brand categories in this market. Our
modelling approach is based on two different methods. In order to examine consumersā choiceā used a
multinomial logit model (MNL) and for preference formation analysis, a linear regression was used. Logit type
models are appropriate to use when the dependent variable is categorical (for example, Roy and Ghose,2006)
The MNL model is based on choice theory and falls within the category of random utility models (McFadden,
1974). We derive a probabilistic description of brand preference on the basis of product attributes for the three
brand categories. In order to capture consumersā heterogeneity in terms of familiarity and usage levels among
other things, and in terms of their cultural differences, we apply the model to two different segmentation
schemes. The first is capturing the differences between men and women and the second is between different
levels of importance of buying local products.
Data: To examine the differences in perceptions, choice and preference between the three different brand
categories, we use data that was collected in a large southern town of north costal Andhra in India. Where we
sampled individuals who were familiar with these three brand categories. This was done to avoid any possible
biases because of respondent unfamiliarity. The respondents were asked to rate their perceptions of nine
different attributes for the categories of international, national, and isolated brands on a scale of 1 to 7, where
one is very low and seven is very high. The attributes used were: Price perception (very inexpensive to very
expensive),Scent level (very low to very high), Foam level reflecting ā how bubbly it is (very low to very high),
After use reflecting ā how consumer feels after deodorant use (very low pleasantness to very high
pleasantness), Packaging (very unattractive to very attractive),Texture(Very low to high)of the deodorant,
perception on deodorant Vitamin content (very low content to very high content) and Reputation of that
deodorant (very low reputation to very high reputation). Respondents were also asked to make a choice from
the three different brand types. In addition, the respondents were asked to state their preference levels separately
for brands in these three different categories; a seven point scale (do not prefer at all to prefer very much) was
used for this. The attribute rating task, the choice task and the preference rating task were randomized across the
respondents in our sample. Overall, our sample included 243 respondents.
Multinomial Logit (Mnl) Model: MNL is a simultaneous compensatory attribute choice model incorporating
the concepts of thresholds, diminishing returns to scale and saturation levels. The MNL estimates for each
individual the individualās probability of choosing each alternative in the choice set. In addition, it allows for
diagnostic information regarding the salient attributes involved in the choice formation process. The MNL
assumption is that the consumerās overall liking for an alternative is a function of the perceived relative utility of
the alternative, as evaluated by the consumer. In addition, it is assumed that the utility function separated into:
(i) A deterministic component (measured in terms of perceived value of the attributes of the alternative), and
(ii) A random error, which is independent and identically distributed (iid) across all individuals with a Weibull
distribution.
Let uij=vij+eij denote the utility of individual i (i=1, 2ā¦..n) from choosing alternative j(j=12ā¦.m),
where vij is the deterministic component utility and vij is the random component utility.
4. Consumer Perspectives on Brand Preference: A Choice Based Model Approach
DOI: 10.9790/487X-171234048 www.iosrjournals.org 43 | Page
Thus, the probability pij, that an alternative j will be chosen from a set of alternatives depends only on
the deterministic component of the utility function, such that
Py = Pr [Uy=J ā„ Uy,ļ¢ , ļ Cj ], and Py =
ļ„
ļ½
ļ½
mj
1
)(
)(v
exp
exp
y)
j
v y
(1)
Where Vy =
ļ„ ļ½
K
j ijkk
x
1
ļ”
, k
ļ”
is the importance of the kth
attribute in the utility, and xijk ā is threating of
consumer i of attribute k for alternative j.
Thus, the deterministic part of the utility in our case is
Vy = 1
ļ” Scentj + 2
ļ”
Foamj + 3
ļ”
Aftensej + 4
ļ”
Packagej + 5
ļ”
Varietyj + 6
ļ”
Texturej + 7
ļ”
Pricej +
8
ļ”
Vitaminsj + 9
ļ”
Reputationj (2)
And one needs to estimate the parameters
.
1
sk
ļ”
The preference regression model utilizes the same product attributes but estimate the relative
importance of the different attributes in forming preference for the different brand categories separately as
follows.
Prefj = Ī²1Scentj + Ī²2 Foamj + Ī²3 Aftensej + Ī²4 Packagej + Ī²5 Varietyj + Ī²6 Texturej +
Ī²7 Pricej + Ī²8 Vitaminsj + Ī²9Reputationj (3)
Where Prefj ā is the preference for the jth
brand category where j = 1, 2, 3 and
.
1
sk
ļ¢
Parameters to be estimated for k=1,ā¦., 9
Table-I: MultiNomial Logit Choice Model Coefficients: Aggregate Sample
s.no. Variable Parameter Significance level
01 Price 0.037 0.603
02 Scent 0.402 0.001
03 Foam -0.238 0.034
04 After use 0.384 0.001
05 Package 0.030 0.738
06 Variety 0.055 0.598
07 Texture 0.132 0.167
08 Vitamins -0.113 0.254
09 Reputation 0.246 0.006
10 Log likelihood
function
-172.5629 -
V. Results:
The MNL model results for choice and the regression analysis for preference formation for the three
different brand categories. From Table -I, the results of the MNL for the total sample are presented. We can
evaluate the results by dividing the different attributes into core and extrinsic attributes. This type of analysis
enables us to determine what component of the product has how much impact on the preference formation of
consumers. Thus, we separated the productās attributes into: (a) brand equity (that is, reputation), (b) distinct
value (that is, price), (c) core attributes or intrinsic cues (that is, deodorant -related attributes such as foam,
scent, texture, and so on.) and (d) purely external attributes (that is, packaging). Items a, b and d are different
kinds of extrinsic cues. It can be seen that scent, foam, after use, and reputation are significant at least at the
Five percent level. In other words, the core attributes of the product and its brand equity are salient in the choice
process of the whole sample. In terms of goodness of fit, the model was able to classify correctly 71.2 per cent
of the observations with respect to their chosen brand category. Next, we analyze differences between men and
women as presented in Table-II. The results indicate that scent and foam are salient in the choice process of the
men segment whereas scent, after use, texture, vitamin content and reputation are salient in the womenā
consumer segment. That is, men use only two core product attributes in their choice process for deodorant where
women use multiple core products attributes as well as the brand equity attribute in their choice process. These
differences clearly indicate that different marketing strategies can be effectively constructed for these two
segments which will, for example, focus on the scent and foam of the deodorant for men (highlighting the core
benefits), whereas for women more sophisticated marketing communication strategies could highlight the
5. Consumer Perspectives on Brand Preference: A Choice Based Model Approach
DOI: 10.9790/487X-171234048 www.iosrjournals.org 44 | Page
branding and soothing aspects of deodorant. The model was able to classify correctly 74.7 per cent of the
observations with respect to their chosen brand category. To verify whether this segmentation scheme is
meaningful (whether separating the sample into men and women result in a better data fit than would an
aggregate sample), we conducted log-likelihood tests, ā2 log l, where l=(LLsegments ā LLaggregate) (Gensch,
1985). The log-likelihood test, _2 log l= 49.70 is significant at the one percent level. This segmentation scheme,
therefore, is meaningful in the sense that it was able to statistically significantly improve the model fit.
Table-II: Multinomial Logit Choice Model Coefficients: Men and Women Segments
s.no. Attribute Men Women
Parameter Significance
level
Parameter Significance
level
01 Price -0.591 0.520 -0.009 0.954
02 Scent 0. 506 0.002 0.454 0.019
03 Foam -0.352 0.046 -0.289 0.139
04 After use 0.949 0.579 0.783 0.001
05 Package 0.305 0.839 0.082 0.568
06 Variety 0.501 0.729 0.078 0.713
07 Texture -0.926 0.466 0.692 0.001
08 Vitamins 0.110 0.400 -0.508 0.010
09 Reputation 0.903 0.442 0.682 0.001
10 Log likelihood function -89.1846 _ -58.5276 _
We analyze the effects of culture from a local buying perspective. As consumers in many countries
vary in the degree to which they are accepting of international products into their market, it is important to
understand this potential source of consumer heterogeneity. This type of segmentation to examine the
heterogeneity among consumers in emerging markets such as India and across countries. We operationalized
this variable by asking respondents to rate on a scale of 1 to 7 how important it was to purchase local products.
The respondents into three groups such that those respondents who rated importance as low were grouped into
the low importance of buying local products (those respondents who rated this variable below 3), those who
rated this importance high on the scale were grouped into the high importance of buying local products group
(those consumers rated variable above 5) and those who rated this importance in the middle of the scale were
grouped into the medium importance of buying local products group (consumers who rated variable at 3, 4 or 5
scale).
Table-III: Multinomial Logit Choice Model Coefficients: Importance of Buying Local Productsā
Segments
s.no. Attribute Low importance Medium importance High importance
Parameter Significance
level
Parameter Significance
level
Parameter Significance
level
01 Price -0.075 0.636 -0.355 0.033 -0.107 0.347
02 Scent 0.492 0.028 0.2877 0.232 0.344 0.035
03 Foam -0.205 0.403 -0.109 0.655 -0.375 0.067
04 After use 0.392 0.075 0.606 0.015 0.247 0.167
05 Package -0.215 0.296 -0.060 0.771 0.172 0.275
06 Variety 0.532 0.054 -0.132 0.584 -0.514 0.726
07 Texture 0.197 0.270 0.159 0.526 0.119 0.401
08 Vitamins -0.641 0.006 0.055 0.829 0.081 0.597
09 Reputation 0.579 0.002 0.298 0.127 0.094 0.538
10 Log
likelihood
function
-49.3911 -44.0384 -66.6218
The results from Table-III provide cultural difference impact in such an emerging market. Those
consumers who placed a low importance on the buying of local products, utilized scent, variety, vitamins, and
reputation in their choice process and to a certain degree the after use feel as well. Those who placed a high
importance on the buying of local products, used scent as a salient attribute in their choice process and to a
certain degree, the foam of the deodorant. The medium level of importance segment, utilized the after use feel,
and price in the choice process. It is interesting to note that the low importance consumers exhibit a more
complex choice with core and brand equity attributes being salient in the choice process whereas the high
importance segment uses only a fraction of the core attributes.
6. Consumer Perspectives on Brand Preference: A Choice Based Model Approach
DOI: 10.9790/487X-171234048 www.iosrjournals.org 45 | Page
Table-IV: Preference Regression Analysis ā Aggregate Level for Three Brand Categories
s.no. Attributes Isolatedbrand category Nationalbrand category International brand category
Parameter Significance
level
Parameter Significance
level
Parameter Significance
level
01 Price 0.111 0.107 0.022 0.778 0.181 0.001
02 Constant 0.381 0.335 -0.181 0.751 -1.298 0.028
03 Scent 0.063 0.452 0.375 0.001 0.308 0.001
04 Foam 0.074 0.898 -0.014 0.898 0.309 0.001
05 After use 0.161 0.131 0.241 0.031 0.281 0.003
06 Packaging -0.039 0.656 0.051 0.632 0.045 0.586
07 Variety -0.133 0.172 -0.010 0.931 -0.091 0.391
08 Texture 0.052 0.603 0.137 0.181 0.071 0.424
09 Vitamins 0.030 0.756 -0.133 0.241 -0.179 0.058
10 Reputation 0.282 0.004 0.196 0.075 0.275 0.002
11 R2 0.220 - 0.273 - 0.420 -
The medium importance segment reveals the salience of a new attribute in the choice process, that is,
price. By using cultural differences, we are able to gain more insights into the choice for deodorants in different
consumer groups; usage of segmentation scheme is somewhat unique in the context of these brand categories in
an emerging market. The model was able to classify correctly 74.7 per cent of the observations with respect to
their chosen brand category. The log-likelihood test, -2 log l= 25.032 indicating that the segmentation scheme
used is statistically significant and meaningful. The subsequent phase is preference formation modelling. We
estimated the regression parameters, as in Equation (3), for each brandā international, national and isolate,
following the analysis in terms of aggregation and segmentation. The results of the aggregate analysis are
presented in Table -IV. That the preference formation for the international brand category is very complex and
involves many products attributes. Core (scent, foam, after use and vitamins), brand equity (reputation) and
distinct value (price) are significant. It appears that consumers are presuming that a higher priced international
brand signals higher quality and thus prefer a higher rather than a lower priced international brand. The national
brand preference formation is based on core (scent and after use) and to a certain degree on brand equity
(reputation). The isolated brand preference is solely based on brand equity (reputation). These results might be
expected, intuitively, as they represent different types of products in terms of positioning, complexity and
branding. Only a single significant attribute exists in the case of the isolated brand category. In a sense, a non-
compensatory preference formation only the brand equity characteristic (reputation) matters in forming
preference for that brand. The aggregate analysis such that the international brand category preference formation
is driven by multiple attributes, and for the national and isolated ones less number of attributes is involved in
this process.
Table-V: Preference Regression AnalysisāDisaggregate Level for Women Segmentation
s.no. Attributes isolated brand category National brand category International brand category
Parameter Significance
level
Parameter Significance
level
Parameter Significance
level
01 Price 0.232 0.001 0.157 0.223 0.005 0.957
02 Constant 0.238 0.676 -1.867 0.020 -2.964 0.000
03 Scent 0.060 0.557 0.281 0.113 0.390 0.001
04 Foam 0.003 0.984 0.088 0.635 0.260 0.015
05 After use 0.231 0.086 0.350 0.013 0.355 0.005
06 Packaging -0.036 0.803 -0.113 0.437 0.091 0.299
07 Variety -0.204 0.127 -0.037 0.801 -0.430 0.002
08 Texture 0.238 0.073 0.304 0.022 0.376 0.002
09 Vitamins 0.045 0.723 -0.063 0.680 0.003 0.977
10 Reputation 0.279 0.054 0.248 0.102 0.252 0.019
11 R2 0.253 - 0.427 - 0.619 -
This result overall, is consistent with previous literature in preference formation for which in general as
a generic category is conceptually close to that of isolated brands ā where also only a single variable was
significant (Heiman and Lowengart, 2008). Such a preference formation process might be the result of a halo
effect. Consumers could be using a global evaluation in their mind for such a brand and do not discriminate
between its attributes to form their preference, but rather use this global evaluation to determine their behaviour.
Next, we analyze preference formation for men and women and present the results in Tables-V and VI. The
results of the gender segmentation scheme reveal some similarities and differences between the three different
brand categories compared with the aggregate analysis and within the different brand categories for each
7. Consumer Perspectives on Brand Preference: A Choice Based Model Approach
DOI: 10.9790/487X-171234048 www.iosrjournals.org 46 | Page
segment. The preference formation basis for the international brand category for the women segment is very rich
and complex and involves core, distinct value and brand equity attributes.
Table-VI: Preference Regression AnalysisāDisaggregate Level for Men Segmentation
s.no. Attributes isolated brand category National brand category International brand category
Parameter Significance
level
Parameter Significance
level
Parameter Significance
level
01 Price 0.307 0.007 -0.129 0.225 0.122 0.164
02 Constant 0.499 0.384 1.674 0.051 0.704 0.364
03 Scent 0.148 0.323 0.515 0.003 0.042 0.314
04 Foam 0.137 0.330 -0.075 0.651 0.036 0.321
05 After use -0.028 0.880 -0.055 0.787 0.007 0.396
06 Packaging -0.043 0.732 0.119 0.453 0.054 -0.368
07 Variety 0.037 0.803 0.306 0.125 0.276 0.105
08 Texture -0.230 0.165 -0.026 0.875 -0.206 0.119
09 Vitamins -0.159 0.329 -0.195 0.268 0.435 0.006
10 Reputation 0.424 0.005 0.020 0.900 0.426 0.008
11 R2 0.268 - 0.221 - 0.327 -
Surprisingly, variety has a negative effect on preference towards this brand type. This process shows
that a small number of attributes are important when it comes to the national and isolated brand categories as
only a few core product attributes are significant in addition to the variable reflecting brand equity for the
isolated brand. The preference formation of the men segment did not include price in its preference formation
for the international brand category quite unlike that for the women segment.
Table -VII: Preference Regression Analysis ā Disaggregate Level for ā Low Importance of Buying Local
Products
s.no. Attributes isolated brand category National brand category International brand category
Parameter Significance
level
Parameter Significance
level
Parameter Significance
level
01 Price 0.102 0.254 -0.042 0.729 0.159 0.031
02 Constant 0.488 0.308 -0.805 0.293 -1.909 0.013
03 Scent 0.060 0.613 0.344 0.041 0.532 0.001
04 Foam 0.021 0.884 0.298 0.072 0.264 0.031
05 After use 0.119 0.408 0.217 0.143 0.391 0.006
06 Packaging 0.068 0.594 0.203 0.233 0.009 0.932
07 Variety -0.115 0.404 -0.089 0.577 -0.226 0.133
08 Texture 0.007 0.960 0.054 0.747 0.099 0.404
09 Vitamins 0.065 0.623 -0.076 0.658 -0.396 0.004
10 Reputation 0.195 0.127 0.155 0.348 0.475 0.000
11 R2 0.209 -- 0.380 - 0.585 -
Table-VIII: Preference Regression Analysis ā Disaggregate Level for ā High Importance of Buying Local
Products
s.no. Attributes isolated brand category National brand category International brand category
Parameter Significance
level
Parameter Significance
level
Parameter Significance
level
01 Price 0.099 0.366 0.010 0.925 0.225 0.004
02 Constant 0.578 0.387 0.855 0.319 -0.671 0.449
03 Scent 0.061 0.615 0.355 0.033 0.188 0.177
04 Foam 0.111 0.397 -0.425 0.008 0.352 0.005
05 After use 0.144 0.369 0.344 0.051 0.188 0.164
06 Packaging -0.142 0.252 -0.098 0.507 0.092 0.505
07 Variety -0.179 0.213 0.175 0.300 -0.089 0.576
08 Texture 0.177 0.242 0.244 0.070 0.030 0.830
09 Vitamins 0.056 0.705 -0.104 0.493 -0.081 0.559
10 Reputation 0.278 0.074 0.194 0.193 0.182 0.197
11 R2 0.196 - 0.257 - 0.332 -
There are no major differences between men and women when it comes to the national and isolated
brands except that for the national brand category, mens used slightly fewer core attributes than the women, the
last analysis we present, looks at a cultural difference effect on preference formation. For expository purposes
and conciseness, we do not present the medium level. The results are presented in Tables VII and VIII.
8. Consumer Perspectives on Brand Preference: A Choice Based Model Approach
DOI: 10.9790/487X-171234048 www.iosrjournals.org 47 | Page
Analyzing the results from the tables above, it can be seen that the ālow importance of buying local product
segmentā uses a complex preference formation process when forming preference for international brands with
core, brand equity and the price attributes involved in this process. The āhigh importance groupā is influenced by
foam and price only for the international brand category. It is interesting to note that the isolated brand category
has no significant variables.
VI. Summary:
The analysis of consumersā preferences and choice for international, national and isolated brands, allow
us to get a greater understanding of product positioning and targeting issues in an emerging market. Our results
indicate that there were interesting patterns with respect to attributes that were salient in consumersā preference
and choice formations. In general, at the aggregate level, the deodorantās scent, foam, after use feeling, and
reputation were significant in the choice process. Different consumersā groups, however, did not equally value
these attributes. In particular for the men group, only the deodorantās foam and scent had significant effects on
preferences, while for the women group, scent, the after use feeling, texture, vitamins and reputation of the
deodorant had significant impacts on choice. Capturing the heterogeneity among consumers with respect to the
importance of buying local products, it seems that the low importance segment valued scent, variety, vitamins
and reputation in forming preferences. The medium importance segment valued the price and after use feeling
attributes, and the high importance segment valued scent and foam. These differences support our general
research expectation of differences in consumersā attribute evaluations in affecting choice. A result coming out
from this study is the possible identification of consumers who halo in a choice or preference task. By this we
mean that some consumers do not consider many attributes, and the outcome of their behaviour is based
probably on some global evaluation of the brand. Further research in exploring this issue through an exploratory
study might reveal the driving forces behind such potential behavior. Future research can also benefit from two
types of extensions. The first is extending this analysis to other non-durable product categories with a similar
market structure and the second is to examine similar markets that may go through this process at a different
point in time. Creating a longitudinal type of study where perceptions, preferences and choice are analyzed at
various time periods after an international brand is introduced, will also be of use. This will provide a path
towards understanding steady-state-like conditions. Managers can get a better view of the appropriate marketing
strategies for different brands categories (international, national and isolated) by understanding what drives
consumersā preferences and choice in general and different consumer groups in particular. Our study shows that
gender differences are mainly reflected in that in the women segment, choice is driven by brand equity and core
deodorant attributes (the physical aspects of the product), whereas the men segmentās choice is not driven by
brand equity aspect of the product, but only by the intrinsic aspects (core attributes) of the product. For those
consumers who are valuing locally produced products, choice is driven by a few intrinsic product attributes,
whereas those consumers who have low importance for locally produced products have their choice driven by
both intrinsic and brand equity attributes.
VII. Findings:
We would like to compare our analysis findings with the theoretical hypotheses that we had identified
in second section of the article. Hypothesis-i is supported indicating that the choice process is quite distinct
from the formation process for preference assessments, as indicated by the clearly different patterns of drivers
that show up as salient in the two types of analyses. We found partial support for Hypothesis-ii. As expected,
intrinsic cues were significant drivers of aggregate market level choice between the three brand categories. In
contrast to our expectation though, one extrinsic cue, namely brand reputation turned to be a salient variable
also. Hypothesis-iii was supported. At the aggregate market level, the preference judgment for the international
brand category was formed by a complex compensatory judgment process involving a variety of intrinsic and
extrinsic cues; for the isolated brand category, the extrinsic cue of brand reputation was the sole salient
determinant of preference judgment. Our research has brought out several findings of managerial significance
for these brand categories in the context of an emerging market. These findings could be the platform from
which future researchers can plan to explore other competitive aspects that may affect consumer choice and
preference in emerging markets.
VIII. Conclusion:
Study reveals that the product category (deodorant) international, national and isolated brands
categories have very distinct identities. They affect consumer preferences and choice in various ways. The
impacts at the aggregate market level also vary from those at some segment levels, suggesting the varying utility
of different types of marketing strategies. We have considered two kinds of segmentation variables, one
demographic (gender) and the other cultural (one which emphasizes importance of buying local or not) in
nature. At the segment levels as well as at the overall market level, the brands have been characterized by
9. Consumer Perspectives on Brand Preference: A Choice Based Model Approach
DOI: 10.9790/487X-171234048 www.iosrjournals.org 48 | Page
extrinsic and intrinsic product attributes as well as attributes reflecting value and brand equity. The preference
regression runs identify the drivers that are important in moulding how consumers develop a liking for a specific
brand type, when the brand is considered in an independent context. The choice modeling reveals what drivers
are important when international, national and isolated brands compete with one another for market share.
Choice modelling is closely in synch with our main objective ā to understand how international, national brand
and isolated brands vie with each other to get the mind share of consumers in an emerging market. The
preference analysis provides complementary information. For instance, the latter analysis could indicate what
kinds of attributes might a new international brand (possibly a future entrant) want to stress if its goal is to gain
the preference of consumers within that category. Let us next consider an example related to the choice analysis:
For an international brand to compete with a national brand and a isolated brand, the international brand should
not waste any resources utilizing any price based strategy; this is based on the aggregate level choice analysis.
The reason is that the price variable was not significant in the choice modelling. However, in preparing for the
future entry of a new international brand, the existing international brands need to absolutely think of
considering a premium pricing policy today; this deduction follows from the positive and significant price
coefficient for the international brand category at the aggregate market level in the preference analysis.
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