This study examined perceptions of generic versus name brand food products. The researcher hypothesized that name brand foods would be more popular than generic brands. They surveyed 11 college students on their likelihood to purchase various food items. Results showed that name brand foods were significantly more popular than generic brands. This suggests that consumers prefer familiar name brands over unfamiliar generic alternatives, possibly due to greater exposure and memory of name brands through advertising.
This study examined how brand names affect perceptions of quality by using functional measurement analysis. 30 undergraduate students tested actual products from 3 categories (crayons, tissues, chips) that had high, medium, or low brand value. Participants rated their likelihood to purchase products when presented with: 1) correct brand name 2) switched brand name 3) another switched brand name 4) no brand name 5) brand name alone. Results showed perceptions of quality depended on both product quality and brand name. Unexpectedly, brand name had the strongest effect for chips. For most categories, main effects and interactions of brand name and product quality were significant.
1. The document discusses a research study on the influence of brand name on consumer decision making when purchasing cars. It outlines the objectives to understand consumer decision processes when buying cars and the impact of brand name.
2. The literature review discusses past studies that found brand names influence consumer choices, with consumers preferring well-known brands over unknown brands.
3. The proposed study will use a questionnaire survey of 50 respondents to examine the relationship between brand image and consumer buying behavior factors like quality consciousness, price consciousness, and customer motives. The goal is to analyze how brand name impacts the consumer decision process.
A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed
Love actually, investigating consumer brand loveCBR Conference
Presentation given at the 1st International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Daniel Heinrich
Carmen-Maria Albrecht
Hans Bauer
This document provides an overview of a research paper that examines the effect of product category on consumer brand relationships. It begins with an introduction stating that brand love is under researched and it is unknown if brand love varies by product category. The document then reviews relevant literature on consumer brand relationships and brand love. It presents the theoretical framework and six hypotheses about the relationships between brand love, brand loyalty, purchase intention, and word of mouth across different product categories. The methodology section describes the sample, measures, and data collection process. Results provide support for most hypotheses but also show intensity of relationships varies by product category. The conclusion discusses limitations and opportunities for future research.
Consumer behavior involves how people buy goods and services, including what they buy, when they buy, and why. There are six stages to the consumer buying process: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. There are four types of consumer buying behavior: routine/programmed behavior, limited decision making, extensive decision making, and impulse buying. The level of decision making involved can depend on factors like the cost, risk, and familiarity of the product or service.
Consumer behavior involves how people buy goods and services, including what they buy, when they buy, and why. There are six stages to the consumer buying process: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. There are four types of consumer buying behavior: routine/programmed behavior, limited decision making, extensive decision making, and impulse buying. Consumer behavior aims to understand consumers and help marketers better meet consumer needs and wants.
This study examined how brand names affect perceptions of quality by using functional measurement analysis. 30 undergraduate students tested actual products from 3 categories (crayons, tissues, chips) that had high, medium, or low brand value. Participants rated their likelihood to purchase products when presented with: 1) correct brand name 2) switched brand name 3) another switched brand name 4) no brand name 5) brand name alone. Results showed perceptions of quality depended on both product quality and brand name. Unexpectedly, brand name had the strongest effect for chips. For most categories, main effects and interactions of brand name and product quality were significant.
1. The document discusses a research study on the influence of brand name on consumer decision making when purchasing cars. It outlines the objectives to understand consumer decision processes when buying cars and the impact of brand name.
2. The literature review discusses past studies that found brand names influence consumer choices, with consumers preferring well-known brands over unknown brands.
3. The proposed study will use a questionnaire survey of 50 respondents to examine the relationship between brand image and consumer buying behavior factors like quality consciousness, price consciousness, and customer motives. The goal is to analyze how brand name impacts the consumer decision process.
A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed
Love actually, investigating consumer brand loveCBR Conference
Presentation given at the 1st International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Daniel Heinrich
Carmen-Maria Albrecht
Hans Bauer
This document provides an overview of a research paper that examines the effect of product category on consumer brand relationships. It begins with an introduction stating that brand love is under researched and it is unknown if brand love varies by product category. The document then reviews relevant literature on consumer brand relationships and brand love. It presents the theoretical framework and six hypotheses about the relationships between brand love, brand loyalty, purchase intention, and word of mouth across different product categories. The methodology section describes the sample, measures, and data collection process. Results provide support for most hypotheses but also show intensity of relationships varies by product category. The conclusion discusses limitations and opportunities for future research.
Consumer behavior involves how people buy goods and services, including what they buy, when they buy, and why. There are six stages to the consumer buying process: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. There are four types of consumer buying behavior: routine/programmed behavior, limited decision making, extensive decision making, and impulse buying. The level of decision making involved can depend on factors like the cost, risk, and familiarity of the product or service.
Consumer behavior involves how people buy goods and services, including what they buy, when they buy, and why. There are six stages to the consumer buying process: problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. There are four types of consumer buying behavior: routine/programmed behavior, limited decision making, extensive decision making, and impulse buying. Consumer behavior aims to understand consumers and help marketers better meet consumer needs and wants.
The role of product category for brand relationships CBR Conference
This document summarizes a research paper that studied the effect of product category on consumer brand relationships and brand love. It conducted surveys across four product categories (soft drinks, mobile phones, shoes, cars) with 800 respondents total. The study found that while the direction of the relationships between brand love, loyalty, purchase intention and word-of-mouth were consistent across categories, the intensity of the relationships differed by category. Product categories with high brand concentration had better model fit than those with more brands, suggesting brand love depends more on differences between brands within a category than across categories. The paper advances the understanding of consumer brand relationships and how product category may influence brand love.
The document is a report submitted by Adnan Kitabi, Avishek Mehra, and Gaurav Agarwal to Professor Srinivas Govindrajan on July 29, 2012 regarding a brand tracker project on Coca-Cola. It includes an executive summary of Coca-Cola's 125-year history and current brand status based on quantitative and qualitative research methods. The quantitative research used a modified Brand Asset Valuator questionnaire to analyze Coca-Cola and competitors on brand strength and stature. The qualitative research used a customized Zaltman Metaphor Elicitation Technique to understand how consumers relate to the Coca-Cola brand through pictures.
This document summarizes research on the impact of brand preference on consumers in the UK. It discusses how brand preference reveals consumer attributes and influences purchase decisions. Traditional models of brand preference are uni-dimensional and focus on rational attributes, while newer concepts consider irrational attributes and the role of brand experiences in shaping preferences. The document also examines factors that influence brand preference like awareness, familiarity and pioneering brands having long-term advantages in the UK market. Local brands are more flexible than international brands in adapting to local needs.
This document summarizes interviews with 3 consumers about recent product purchases. Each consumer was asked the same questions about their purchases. Participant 1's decision was influenced by social status and family opinions. Participant 2 researched quality and durability, asking others for opinions. Participant 3 looked for necessities and has developed brand loyalty over time. Internal factors like age, priorities, and income combined with external influences from family, culture, and social circles impacted each consumer's decision-making process.
This document summarizes a research paper that examined the influence of advertising skepticism on brand extension evaluations. The researchers hypothesized that consumers with high advertising skepticism would evaluate moderately similar brand extensions less favorably than consumers with low skepticism. Two studies generally supported this, finding less favorable evaluations and more parent brand dilution among highly skeptical consumers for moderately similar but not highly similar or dissimilar extensions. The research contributes to understanding how individual differences like skepticism influence responses to brand extensions. Marketers should emphasize links between parent brands and extensions to help skeptical consumers see similarities.
The document discusses how green branding can improve appeal in the fast food market. It summarizes a dissertation that used Aaker's brand identity model and theories of brand appeal to study how different aspects of green brand identity (product, organization, personality) influence brand appeal. A survey was conducted of 120 university students to measure perceptions of advertisements representing each identity. Results showed that a personality-focused identity generated the highest green brand appeal. The conclusions discuss implications for managers, noting they should target motivations beyond just environmental benefits to broaden consumer appeal of green products.
The document discusses the dynamics of perception from three aspects: perceptual selection, organization, and interpretation. It focuses on perceptual selection, which involves consumers selectively attending to environmental stimuli based on three main factors: the nature of the stimulus, their previous experiences, and their motives. Consumers filter stimuli through selective exposure, selective attention, perceptual defense, and perceptual blocking mechanisms. They tend to notice stimuli that confirm their beliefs and fulfill their needs, while ignoring threatening or irrelevant information.
Perception and Marketing- Consumer BehaviorAqib Syed
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
Perception and Marketing- Consumer Behavior
This document discusses consumer behavior and the factors that influence consumer purchasing decisions. It describes:
1. The five stages of the consumer buying process - problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
2. The key factors that influence consumer behavior, including cultural factors, social factors, personal factors, and psychological factors.
3. Different consumer buying situations such as complex buying behavior, dissonance reducing behavior, variety seeking behavior, and habitual buying behavior.
This document provides an overview of high-effort judgment and decision-making processes. It discusses different types of high-effort decisions like those involving thoughtful consideration of attributes or feelings. Factors that can influence high-effort decisions are explored, such as consumer characteristics, decision characteristics, and group context. Various decision-making models are also examined, including compensatory, non-compensatory, brand-based, and attribute-based models.
The document discusses consumer decision making. It outlines the consumer decision making process which includes need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also discusses the types of consumer decisions and factors that influence consumer decision making like marketing efforts, psychological factors, and socio-cultural environment. The goal is to understand the "how" and "why" of consumers' experiences with products and services.
This document provides an overview of multi-attribute attitude models in consumer behavior. It defines attitudes and their components (cognitive, affective, behavioral). It describes Fishbein's multi-attribute model which measures beliefs about product attributes, evaluations of attributes, and an overall attitude score. It also discusses the attitude-toward-object model, attitude-toward-behavior model, and theory of reasoned action model; all of which examine how beliefs, attitudes, and social norms influence behavioral intentions and actions.
The document discusses the consumer decision-making process of evaluating alternatives. It is the third step where consumers compare different solutions to a problem by looking at attributes such as performance, design, price and value for computers. Consumers will evaluate each brand based on these attributes and form beliefs about how each brand rates. They may consult others or salespeople for information. Consumers will compare brands in their consideration set based on relevant criteria to make their choice. Common criteria include country of origin, price, and brand reputation. Consumers may use decision heuristics or rules of thumb to make choices quickly.
Chapter 14 Cross Cultural Consumer BehaviorAvinash Kumar
The document discusses cross-cultural consumer behavior from an international perspective. It covers several topics including the imperative for companies to be multinational, cross-cultural consumer analysis, and alternative multinational marketing strategies. Some key points are that marketers must understand similarities and differences between cultures, there is a growing global middle class and teenage market, and companies can use standardized or localized marketing approaches depending on the product and culture.
Larger product assortments can increase expectations about finding the perfect match but also lead to greater disappointment. The research showed that consumers experienced lower satisfaction even with purchases from larger assortments due to this expectation effect. When assortments were small, expectations and preferences were better aligned so purchases provided higher satisfaction. Larger assortments heightened expectations beyond what the available options could realistically match.
This document discusses a study on consumer perceptions and attitudes toward St. George Beer in Ethiopia. St. George Beer is the oldest and dominant beer brand in Ethiopia. The study aims to understand consumer perceptions of and attitudes toward St. George Beer, the reasons behind these attitudes, and how attitudes influence beer consumption. It reviews literature on consumer behavior and psychology, marketing concepts, and the history of beer and St. George Brewery. The study uses questionnaires distributed to 80 beer consumers in Addis Ababa to collect data on perceptions and attitudes, which are then statistically analyzed.
This document discusses perceived risk, which refers to the uncertainty consumers face when making a purchase. It notes there are various types of perceived risks like functional, social, financial, and psychological risks. The document also identifies ways to determine perceived risk, such as looking at security/warranty, hidden extra costs, and brand reputation. Finally, it proposes some methods for countering perceived risks like emphasizing a company's reputation, paying attention to the selling style used, and paying close attention to customers.
El documento describe varios deportes populares a nivel mundial como el tenis, la natación, el atletismo, el béisbol, el voleibol, el baloncesto y el fútbol. Para cada deporte, se proporciona una breve descripción de las reglas y el objetivo.
The role of product category for brand relationships CBR Conference
This document summarizes a research paper that studied the effect of product category on consumer brand relationships and brand love. It conducted surveys across four product categories (soft drinks, mobile phones, shoes, cars) with 800 respondents total. The study found that while the direction of the relationships between brand love, loyalty, purchase intention and word-of-mouth were consistent across categories, the intensity of the relationships differed by category. Product categories with high brand concentration had better model fit than those with more brands, suggesting brand love depends more on differences between brands within a category than across categories. The paper advances the understanding of consumer brand relationships and how product category may influence brand love.
The document is a report submitted by Adnan Kitabi, Avishek Mehra, and Gaurav Agarwal to Professor Srinivas Govindrajan on July 29, 2012 regarding a brand tracker project on Coca-Cola. It includes an executive summary of Coca-Cola's 125-year history and current brand status based on quantitative and qualitative research methods. The quantitative research used a modified Brand Asset Valuator questionnaire to analyze Coca-Cola and competitors on brand strength and stature. The qualitative research used a customized Zaltman Metaphor Elicitation Technique to understand how consumers relate to the Coca-Cola brand through pictures.
This document summarizes research on the impact of brand preference on consumers in the UK. It discusses how brand preference reveals consumer attributes and influences purchase decisions. Traditional models of brand preference are uni-dimensional and focus on rational attributes, while newer concepts consider irrational attributes and the role of brand experiences in shaping preferences. The document also examines factors that influence brand preference like awareness, familiarity and pioneering brands having long-term advantages in the UK market. Local brands are more flexible than international brands in adapting to local needs.
This document summarizes interviews with 3 consumers about recent product purchases. Each consumer was asked the same questions about their purchases. Participant 1's decision was influenced by social status and family opinions. Participant 2 researched quality and durability, asking others for opinions. Participant 3 looked for necessities and has developed brand loyalty over time. Internal factors like age, priorities, and income combined with external influences from family, culture, and social circles impacted each consumer's decision-making process.
This document summarizes a research paper that examined the influence of advertising skepticism on brand extension evaluations. The researchers hypothesized that consumers with high advertising skepticism would evaluate moderately similar brand extensions less favorably than consumers with low skepticism. Two studies generally supported this, finding less favorable evaluations and more parent brand dilution among highly skeptical consumers for moderately similar but not highly similar or dissimilar extensions. The research contributes to understanding how individual differences like skepticism influence responses to brand extensions. Marketers should emphasize links between parent brands and extensions to help skeptical consumers see similarities.
The document discusses how green branding can improve appeal in the fast food market. It summarizes a dissertation that used Aaker's brand identity model and theories of brand appeal to study how different aspects of green brand identity (product, organization, personality) influence brand appeal. A survey was conducted of 120 university students to measure perceptions of advertisements representing each identity. Results showed that a personality-focused identity generated the highest green brand appeal. The conclusions discuss implications for managers, noting they should target motivations beyond just environmental benefits to broaden consumer appeal of green products.
The document discusses the dynamics of perception from three aspects: perceptual selection, organization, and interpretation. It focuses on perceptual selection, which involves consumers selectively attending to environmental stimuli based on three main factors: the nature of the stimulus, their previous experiences, and their motives. Consumers filter stimuli through selective exposure, selective attention, perceptual defense, and perceptual blocking mechanisms. They tend to notice stimuli that confirm their beliefs and fulfill their needs, while ignoring threatening or irrelevant information.
Perception and Marketing- Consumer BehaviorAqib Syed
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
Perception and Marketing- Consumer Behavior
This document discusses consumer behavior and the factors that influence consumer purchasing decisions. It describes:
1. The five stages of the consumer buying process - problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
2. The key factors that influence consumer behavior, including cultural factors, social factors, personal factors, and psychological factors.
3. Different consumer buying situations such as complex buying behavior, dissonance reducing behavior, variety seeking behavior, and habitual buying behavior.
This document provides an overview of high-effort judgment and decision-making processes. It discusses different types of high-effort decisions like those involving thoughtful consideration of attributes or feelings. Factors that can influence high-effort decisions are explored, such as consumer characteristics, decision characteristics, and group context. Various decision-making models are also examined, including compensatory, non-compensatory, brand-based, and attribute-based models.
The document discusses consumer decision making. It outlines the consumer decision making process which includes need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also discusses the types of consumer decisions and factors that influence consumer decision making like marketing efforts, psychological factors, and socio-cultural environment. The goal is to understand the "how" and "why" of consumers' experiences with products and services.
This document provides an overview of multi-attribute attitude models in consumer behavior. It defines attitudes and their components (cognitive, affective, behavioral). It describes Fishbein's multi-attribute model which measures beliefs about product attributes, evaluations of attributes, and an overall attitude score. It also discusses the attitude-toward-object model, attitude-toward-behavior model, and theory of reasoned action model; all of which examine how beliefs, attitudes, and social norms influence behavioral intentions and actions.
The document discusses the consumer decision-making process of evaluating alternatives. It is the third step where consumers compare different solutions to a problem by looking at attributes such as performance, design, price and value for computers. Consumers will evaluate each brand based on these attributes and form beliefs about how each brand rates. They may consult others or salespeople for information. Consumers will compare brands in their consideration set based on relevant criteria to make their choice. Common criteria include country of origin, price, and brand reputation. Consumers may use decision heuristics or rules of thumb to make choices quickly.
Chapter 14 Cross Cultural Consumer BehaviorAvinash Kumar
The document discusses cross-cultural consumer behavior from an international perspective. It covers several topics including the imperative for companies to be multinational, cross-cultural consumer analysis, and alternative multinational marketing strategies. Some key points are that marketers must understand similarities and differences between cultures, there is a growing global middle class and teenage market, and companies can use standardized or localized marketing approaches depending on the product and culture.
Larger product assortments can increase expectations about finding the perfect match but also lead to greater disappointment. The research showed that consumers experienced lower satisfaction even with purchases from larger assortments due to this expectation effect. When assortments were small, expectations and preferences were better aligned so purchases provided higher satisfaction. Larger assortments heightened expectations beyond what the available options could realistically match.
This document discusses a study on consumer perceptions and attitudes toward St. George Beer in Ethiopia. St. George Beer is the oldest and dominant beer brand in Ethiopia. The study aims to understand consumer perceptions of and attitudes toward St. George Beer, the reasons behind these attitudes, and how attitudes influence beer consumption. It reviews literature on consumer behavior and psychology, marketing concepts, and the history of beer and St. George Brewery. The study uses questionnaires distributed to 80 beer consumers in Addis Ababa to collect data on perceptions and attitudes, which are then statistically analyzed.
This document discusses perceived risk, which refers to the uncertainty consumers face when making a purchase. It notes there are various types of perceived risks like functional, social, financial, and psychological risks. The document also identifies ways to determine perceived risk, such as looking at security/warranty, hidden extra costs, and brand reputation. Finally, it proposes some methods for countering perceived risks like emphasizing a company's reputation, paying attention to the selling style used, and paying close attention to customers.
El documento describe varios deportes populares a nivel mundial como el tenis, la natación, el atletismo, el béisbol, el voleibol, el baloncesto y el fútbol. Para cada deporte, se proporciona una breve descripción de las reglas y el objetivo.
The document provides guidance on writing effective introductions for personal narratives in admissions essays. It discusses six strategies for introductions, including starting in the middle of the action, with something shocking, misleading, or mysterious. It also suggests introducing a problem or using vivid imagery. The document advises keeping introductions short and engaging the reader while avoiding summarizing the full essay or using clichéd phrases.
Reform capacity of the government, quality of democracy and rule-of-law or level of social inclusion – every year the Sustainable Governance Indicators (SGI) examine the future viability of the OECD and EU member states. The Nordic countries are still best equipped for the future, but their top position is wavering. The consequences of the economic and financial crisis are still drastic, especially in the Eurozone. With national populism on the rise in several countries, the refugee challenge poses a real test for the EU.
The infographic shows that Germany is currently well-equipped for the future, but rising social inequalities and problems in the strategic capacity of government pose threats for this positive development.
Read more about the study: http://www.bertelsmann-stiftung.de/en/topics/aktuelle-meldungen/2016/august/sustainable-governance-indicators-2016/
Maxime Bariller is a 24-year-old French export sales engineer based in Paris. He has 10 years of experience playing rugby in Houilles near Paris and 1 year playing for a top French club. He has visited 20 countries and was vice president of his university sports association. He graduated from engineering schools in France and Canada with a focus on measurement systems and business. He is fluent in English and has an intermediate level of Spanish. His work experiences include jobs in Tunisia and France in the electrical and software industries, developing commercial strategies and visiting customers.
This document discusses employee empowerment. It defines empowerment as encouraging employees to take responsibility for improving their jobs and contributing to organizational goals. Empowerment involves giving employees information, knowledge, power, and rewards. Key aspects of empowerment include self-efficacy, self-determination, impact, trust, and meaningfulness. Empowerment can be achieved through approaches like helping employees master their jobs, providing role models, allowing more control, and giving emotional support. Empowerment benefits organizations by creating intrapreneurship, effective leadership, and competitive advantages like speed and flexibility. However, barriers like managers clinging to authority and inadequate organizational climate can limit empowerment.
The Future of Brands- Global and Regional Perspectivevalicon
The document discusses brands, brand identity, and brand positioning. It defines brands as collections of perceptions in consumers' minds that differentiate products and services from competitors. Successful brands have clear brand identities that specify their uniqueness and values, as well as strong positioning that communicates their main advantage in the market. Managing both identity and positioning is an ongoing process that allows brands to stay relevant as competition increases.
Vor allem dank seinem robusten Arbeitsmarkt und seiner Vorbildrolle im Umweltschutz liegt Deutschland in puncto Zukunftsfähigkeit auf einem Spitzenplatz. Doch zunehmende Verteilungskonflikte und Schwächen bei der politischen Steuerungsfähigkeit trüben die Aussichten. Dies ergeben die Sustainable Governance Indicators (SGI), die die Regierungsführung in den OECD- und EU-Staaten bewerten.
Mehr zur Studie finden Sie hier: http://www.bertelsmann-stiftung.de/de/themen/aktuelle-meldungen/2016/august/sustainable-governance-indicators-2016/
- The document describes several theories related to consumer behavior and preferences, including the mere exposure effect, exemplars, prospect theory, and regulatory focus theory (1)
- A study was conducted where participants rated their likelihood of purchasing generic versus name brand foods shown to them in a PowerPoint (2)
- The results found that name brand foods (M=3.72) were significantly more popular than generic foods (M=2.37), supporting the hypotheses that generic foods would be less preferred (3)
This document provides an overview of consumer behavior and consumer research methods. It discusses:
1) The definition and key aspects of consumer behavior including how individuals select, use, and dispose of products and how this impacts consumers and society.
2) The main applications of understanding consumer behavior for marketing strategy, public policy, social marketing, and helping consumers make better choices.
3) Common consumer research methods including primary methods like surveys, focus groups, and observation as well as secondary research sources.
4) The benefits and limitations of different research methods and how to design effective studies and analyze results.
This chapter reviews literature and studies related to consumer purchasing habits and decision-making processes. It discusses several theories that help explain consumer behavior, including reinforcement theory and diffusion of innovation theory. Previous related studies examined factors like brand, price, quality, and promotion that influence purchasing decisions. However, no study specifically investigated the purchasing habits of coffee drinkers in terms of frequency, brand switching, and purchase volume. This study aims to address that gap.
The study titled, “A Study On Brand Perception In Electronics Industry” focuses on the level of awareness and perception customers have about for a brand. For the purpose of the study, an electronics company „s customers were surveyed for a period of two months. The tools used for analysis are frequencies test, mean analysis, independent sample T – Test and ANOVA. At the end of the study, it was found that factors such as quality, warranty, brand image influenced customer‟s perception of the brand. Some findings about the customer demographics were also found
Rate of satiation and limited availability of goodsKishore Muppaneni
Consumption of any product will relate to the availability of that product in the market, the pattern in which availability of a product change will have a great impact in consumption pattern of the product. It is a topic of great interest in the field of marketing research that how unavailability of a certain product can be related to satiation because this relation can help companies to create possible strategies to reduce satiation and improve demand for their products.
This study is about understanding how the perception of people change when there is a limited availability for any product and also about how the satiation of that product changes in accordance with the availability. This study tries to find the relation between Availability, Consumption, Attention, Perception, Price and Quality of a product to find the relationship between limited availability and rate of satiation.
For finding the relationships among the above attributes this study applies correlation and regression techniques through SPSS package by these techniques the basic relation between the variables is obtained and the relation between satiation and limited availability is also obtained, Here primary data collection is performed for conducting research in this study.
Running head RESEARCH PLAN1RESEARCH PLAN13Research .docxtoltonkendal
This document summarizes a research plan that examines how the cost of coffee influences purchasing habits at Starbucks. The research plan involved surveying 208 Starbucks coffee consumers in New York about how price affects their coffee purchases. The study found that for most respondents, the price of coffee greatly or somewhat affected their decision to purchase coffee. It also found that most respondents would not purchase an expensive coffee if a cheaper option was available. Additionally, the study determined that prestige, quality, loyalty and taste were the main reasons people purchase more expensive coffee types. Lastly, the study concluded that price is the sole determinant of customers' buying habits at Starbucks.
Impact of Branding on consumer buying behaviour Aasim Mushtaq
The document discusses research on the impact of branding on consumer buying behavior. It lists researchers and examines literature on factors like price, quality, country of origin, and advertising that influence consumers' preferences for international versus local brands. The research was conducted in Mandi Bahauddin, Pakistan through a survey of 200 consumers. It tests hypotheses about how various brand attributes affect purchase decisions and finds that quality and price most strongly guide behavior, while ad campaigns and social status play a nominal role.
This project tells about the customer of our market how they will buy green products and how they will make decision while purchasing a green product. Eco-friendly good are more welcomed by customers who are environmentally responsible. It tells what factor are affecting green behavior and decision making of customers. The basic objective of this project is how consumer will make its green purchase decision and behavior toward green products. By the analysis of asking questions to businessmen, jobholder and students found that there is strong positive relationship between consumer green behavior and price, quality and green marketing while brand and gender difference has very weak relationship with consumer green behavior. These results will be helping for the managerial implications. Industries can use this for future strategies and get know how about the customer intention to buy green products. And it will also tell that what is more important near to customer about green products.
The document discusses different types of marketing research, including basic marketing research which is conducted without a specific decision in mind versus applied marketing research which addresses the needs of a particular organization. It provides examples of different types of marketing research like concept research, pricing research, product research, distribution research, and promotion research. The document also provides examples of how different companies have used various marketing research methods.
Shopping Groups | IIMC | Consumer BehaviourInduchoodan R
This document discusses reference groups and their influence on consumer product choice decisions. It defines reference groups as groups that people refer to when evaluating themselves, and notes that reference groups can influence behavior through informational, normative, and identification influences. The document then examines different types of reference groups (membership vs non-membership, positive vs negative influence) and how marketers can approach reference groups through advertising, product trials, and point-of-sale strategies to influence consumer shopping groups.
The document outlines the typical 5-stage customer decision making process for purchases, noting that for routine purchases like food, some stages may be skipped or reversed. It then provides details on each stage, focusing on how customers recognize needs internally or externally, search for information from various sources, evaluate alternatives based on price, quality and availability, make purchases while checking for expiration dates and tampering, and finally evaluate their post-purchase experience.
1) The document discusses how consumers infer that products offered as "free gifts" must have low production costs, which reduces how much they are willing to pay for that product later.
2) Two studies show that consumers are willing to pay less for a product when it is framed as a "free gift" rather than part of a bundled offer or not mentioned as a free gift at all. Including the price of the free gift can attenuate this effect.
3) Managers should consider how free gift promotions may impact future demand and pricing, as consumers discount the value of products they have received for free in the past. The framing and transparency of free gift offers influences consumer inferences.
Brand image and Consumer psyche by continuous change in Brand Packaging. Hasnain Iqbal
The document summarizes a research report on the effect of continuous changes in brand packaging on consumer buying behavior, brand image, and consumer psyche. It includes an introduction outlining the study, literature review on key concepts, research methodology using a questionnaire for 30 respondents, results of data analysis in SPSS accepting all 3 hypotheses, and conclusion with recommendations for future research.
The document discusses initiatives and indicators for rural market growth in India. It notes government policies promoting industries like dairy, poultry, and aquaculture that have helped rural economies. It also discusses programs providing credit, electrification, health, education and employment. Major companies are working to increase awareness of products and change lifestyles. Rural consumers now account for around half of sales in various product categories due to rising incomes. Their characteristics include low literacy, scattered geographic locations, and influence from community leaders.
Assignment needs to make sure it relates to this week’s readings a.docxrock73
Assignment needs to make sure it relates to this week’s readings and lecture. The assignment also needs demonstrate an understanding of lesson concept and clearly present well-reasoned ideas and concepts.
Consumer Decision Making
Welcome class to week six of the course, we only have three weeks left to go, yeah. We have officially covered over the last five weeks the foundations of what marketing is, along with discussing in depth the elements (four P’s) of the marketing mix. This week, we are going to discover what I like to call the fifth P of the marketing mix, “people.” We are going to learn all about the consumer this week and the vital role “People,” also known as the consumers play within the wonderful world of marketing. Let’s not waste anymore time and jump right into the role of a consumer.
The Importance of Understanding Consumer Behavior
Consumers’ product and service preferences are constantly changing. Marketing managers must understand these desires in order to create a proper marketing mix for a well-defined market. So it is critical that marketing managers have a thorough knowledge of consumer behavior. Consumer behavior describes how consumers make purchase decisions and how they use and dispose of the purchased goods or services. Understanding how consumers make purchase decisions can help marketing managers know how to meet the demands, needs, and criterion of the consumer.
The Consumer Decision Making Process
When buying products, particularly new or expensive items, consumers generally follow the consumer decision-making process, a five-step process used by consumers when buying goods or services. The five steps of the consumer decision-making process are: (1) need recognition, (2) information search, (3) evaluation of alternatives, (4) purchase, and (5) post-purchase behavior.
These five steps represent a general process that can be used as a guide for studying how consumers make decisions. It is important to note, though that consumers’ decisions do not always proceed in order through all of these steps. In fact, the consumer may end the process at any time or may not even make a purchase. Let’s discuss the five steps of the consumer decision-making process in greater detail.
1. Need Recognition
The first stage in the consumer decision-making process is need recognition. Need recognition is the result of an imbalance between actual and desired states. The imbalance arouses and activates the consumer decision-making process. Need recognition is triggered when a consumer is exposed to either an internal or an external stimulus, which is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing.
Internal stimuli are occurrences you experience such as hunger or thirst. External stimuli are influences from an outside source such as someone’s recommendation of a new restaurant, the color of an automobile, the design of a package, a brand name mentioned by a friend, or a ...
CONSUMER BEHAVIOR: THE PSYCHOLOGY OF MARKETING By Dr.Mahboob Khan PhdHealthcare consultant
One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition.
The document discusses the importance of brand awareness and conducting brand awareness surveys. It then summarizes the results of a brand awareness questionnaire given to 10 respondents. The majority of respondents agreed that brand awareness helps customers understand what products are sold under a brand and which needs a brand satisfies. The majority also preferred the Nokia brand. Conducting effective brand awareness surveys provides information to leverage brand strengths against competitors.
Collectors seem to share unique personality traits with respect to their hobby or collection. The study found that collectors tend to be highly patient, passionate about their interest area, and able to deal with challenges in acquiring new items for their collection. They remain dedicated to their hobby despite ups and downs, are aware of trends in their interest area, and are willing to invest significant time and money to further their collection. Collecting provides meanings related to one's identity, relationships with others, preservation of history, and financial investment. However, it can also resemble addictive behavior for some. The personality traits of collectors highlight their enduring involvement and deep commitment to both the objects and process of acquiring items for their collection.
1. The document discusses social factors that influence young consumers' willingness to purchase green products, including influences from family, friends, peers, and social environments.
2. It also examines how green marketing activities and nonprofit/government efforts to promote green environments can shape positive consumer attitudes towards buying green products.
3. The use of eco-labels on green products is discussed as an important green marketing tool, though some research indicates eco-labels do not always directly translate to increased green purchasing behaviors.
1. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 11
Perceptions of Generic and Name Brand Food
Samantha Weiss
State University of New York at New Paltz
2. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 12
Abstract
The purpose of my research is to determine how often people buy generic food products
over name brand food products. Is it more popular to purchase generic food items or name brand?
It was hypothesized that buying generic food items is more popular than buying name brand food
items. This study included eleven participants, 10 females and 1 male, age (M=22.64, SD= 1.73).
Participants were chosen for this study from the same Psychological Research Methods class.
The materials used in this study were a classroom with a projector, a response form, and a
writing utensil. The operational definition used to measure preference of name brand or generic
brand food items was the score participants gave certain food products on likeliness to purchase,
on a scale of 1-5,. t (10) = 5.97, p < .05. There is a significant difference between preferences of
generic or name brand food items. The results of this study concluded that name brand items are
more popular than generic when purchasing food items.
3. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 13
Perceptions of Generic and Name Brand Food
There are many theories of product purchasing in consumer behavior. Many of these
theories that will be discussed are related to consumer’s perception of the product. Perception
involves exposure, attention, categorization, and comprehension. Most of the time generic
products do not have the exposure necessary to get attention from consumers and grant a true
perception of the product. The Mere Exposure Effect (Babin & Harris, 2013, p.56) states that
consumers prefer objects to which they have been exposed, over stimuli they have not seen
before. This theory also works best when the consumer has low involvement in the product and it
is a novel product, like food. With that said, according to the mere exposure effect, consumers
would be more comfortable buying a name brand product because they are usually more familiar
with it in comparison to a generic product. An exemplar is a concept in someone’s schema that is
the single best representation of some category (Babin & Harris, 2013, p.81). For example, when
someone thinks of fast food a common exemplar is McDonald’s. Generic brands rarely create
exemplars, which does not help increase their popularity or perception. The Prospect Theory
suggests that people seek certainty in a gain domain and uncertainty or risk in a loss domain
(Babin & Harris, 2013, p.73). Relating to this study, people do not risk buying generic brand
products because the pain from the loss is more than the pleasure from the gain of the same
amount. People would rather stick to buying what they know and like, name brand products, than
risk disappointment in the generic products. Lastly, the Regulatory Focus Theory shows two
different types of thinking, promotion based and preventative based (Babin & Harris, 2013, p.86).
The United States is known as a promotion based country, meaning that we chose things that will
help us attain our goals and aspirations as opposed to preventing some negative outcome.
Generic products are not as popular as name brand products according to this theory because we
4. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 14
want a product that will help us be better than we truly are. Or perhaps we do not buy generic
brands as often because of preventative regulatory focus, meaning that we want to prevent the
bad instead of augmenting the good (Babin & Harris, 2013, p.86). In this case we would not be
buying generic brand goods because we want to prevent the possibility of a negative outcome
like not liking the product. Overall, perception is a main influence in consumer’s decision-
making process. People may not have a positive perception of generic products because of the
lack of attention and exposure due to lack of advertising. This fact already puts generic products
significantly behind name brand products because so much influencing can be done through
advertising. Advertising can carry subliminal messages, the exposure products need, and even
basic messages that generic brands cannot extrude. Exposure leads to attention and ultimately
memory (Babin & Harris, 2013, p.53). If a consumer does not have a memory of a product this
will not give them a positive impression of it.
Many researchers have studied the topic of product type and consumer opinion and
perception. Usually interviews or surveys are used to get a significant amount of data from many
people regarding their personal shopping habits. One study was conducted by Rosen (1984)
implementing a telephone survey to households using and not using generic products in a
Midwestern city. Researchers asked participants questions regarding quality and consistency of
generic, national brand, and private label products according to Rosen (1984). Many researchers
try and find a characteristic to test against the type of product brand chosen whether social
economic status, culture or in this case quality perception. Rosen (1984) hypothesized that
participants would find generic brands to be poorer in quality than national and private label
brands. He also hypothesized that generics would be seen as more consistent than the other two
categories of products. Results found that the generic brands were seen as poorer quality than the
5. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 15
national and private label brands, proving his hypothesis correct, according to Rosen (1984).
Rosen’s study pertains to this research because this study is to trying to find consumer perception
of name brand and generic products like his. Also, Rosen’s hypothesis is similar to my own
because he hypothesizes that participants will see generic products more positively than name
brand products. Rosen’s study shows that generic products are seen as poorer quality and more
negative than it’s counterparts.
Another study done in regards to product choice testing was Kim & Drolet (2009) who
conducted a study testing the degree to which culture influences decisions to buy name brand
versus generic products. They used a questionnaire to extract information from a large group of
people. Their sample consisted of US born European Americans, Asian born Asian Americans
and US born Asian Americans, according to Kim & Drolet (2009). Kim & Drolet (2009)
hypothesized that immigrant Asian Americans would choose to buy name brand products more
than European Americans. The researchers also hypothesized that this decision may be made
because of the desire to been seen as high status by buying the name brand items. The result of
Kim & Drolet’s (2009) study was that there was a difference in products bought based on
cultural differences, also these choices were made to reflect one’s self as high or low status. Kim
& Drolet’s (2009) research suggested that Asian Americans consistently chose the name brand
products over the generic because of the desire to be perceived as more high status. Asian
Americans were more concerned about their social status when buying products than European
Americans. This experiment pertains to my study because this is researching consumer behavior
on product type. Although Kim & Drolet focused on the cultural aspects of this product
purchasing decision, they did not hypothesize a negative view of generic products for European
6. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 16
Americans or in general. This experiment further researches why people may or may not buy
generic or name brand products and the perception of them.
Also studying this topic, Bellizzi (1981) studies consumer perception of national brands,
private brands, and generic brands by conducting a survey, which was administered by personal
interview with 125 people who went food shopping locally. Bellizzi (1981) hypothesized that
there was no perceptual difference between national, private and generic brands. The results
showed that national brands were seen most favorably followed by, private label then generic
brands according to Bellizzi (1981). Bellizzi’s hypothesis was disputed by his research. People
chose between national brand, name brand and generic brand on a multitude of reasons but all
seem to be significant in trying to understand this relationship. Bellizzi’s study pertains to and
agrees with this research because he did not believe generic products would be perceived more
negatively than national or private label brands. His hypothesis was rejected however his study
tested what my research intends to test, consumer perception of product types.
This study is important because unlike the previous studies mentioned, there was a focus
on food and specifically types of food compared to another. This study showed which specific
food products were more popular to buy as generic or name brand. Also, this study‘s results
displayed overall popularity of generic or name brand products in the food category. These
results are important for stores to know so that they can either produce less of the unpopular
products or make money by increasing advertising of popular generic products. If a company
finds this information extremely pertinent then they may even cut the line of products to avoid
wasting money. By knowing which individual product types are popular or unpopular this can
change the strategies of companies, marketers and that food business. If peanut butter is popular
to buy generically, name brand companies will have to increase their marketing and sales
7. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 17
strategies to compete. Overall popularity of name brand or generic food products and alter the
production and marketing of food altogether. As far as the psychological community, this study
showed the effect of exposure and attention on perception. Generic brands are not exposed as
widely as name brand products. This causes for less attention given to the generic products and
results in a weak perception or lack thereof. The importance of exposure of perception is shown,
especially when buying food products.
This study consisted of one independent variable with two levels and one dependent
variable. The independent variable was the type of products shown to the class. The levels were
generic brands, those that are not so popular and vary from store to store, and name brand
products, which are more common in many stores and popularly known. The dependent variable
for this study was the products participants would chose to buy, whether generic or name brand.
Participants were briefed about and shown a PowerPoint presentation. Each slide
represented food types, two of which being generic products and the other two being name brand
products. Participants were asked to rate each product on each slide from likelihood to buy on a
scale of 1-5, 1 being least likely to buy and 5 being most likely to buy.
It was hypothesized that generic food would be more popular to buy than name brand.
Method
Participants
Participants consisted of 11 SUNY New Paltz Psychology research methods students.
Participant’s age ranged from 18-27 years old, including one male and ten females, with a mean
age of 22.64 (SD=1.72). The population sample were students in Dr. Gayle’s research methods
Thursday lab class. The selection procedure was to include whoever was in class the day of this
8. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 18
study and was willing to participate.
Materials &or Apparatus
Coykendall Science building room 21 was used in this study. Also used was the classroom
computer to display a PowerPoint presentation (refer to figure #1), and a projector and screen to
show the PowerPoint on the screen to participants. The participants were given a typed form to
fill out their responses to my experiment. A writing instrument was also necessary for this study.
Designand Procedure
I used a research within groups design. The independent variable was the type of product
shown to the class. The levels were generic brands, which are not always popularly known and
pertain to certain stores, and name brands, which are more popularly known and can be found at
a variety of stores. The dependent variable was the decision made to buy a food product. What
took part in the dependent variable is the perception and attitude participants have towards the
two types of food products, which influenced which product they would buy. This will be
measured by the rating participants give each product. Products A, B, C, and D will be rated on a
scale of 1-5, 1 being least likely to purchase and 5 being most likely to purchase. The dependent
variable was measured by adding up the scores of the generic and name brand products. The
scores of the two product types were compared and a relationship was found between the two
product types. All participants were exposed to the same pictures at the same time. Multiple
presentations were created in which the order of the generic and name brand products change per
slide so that order of items does not influence participant’s decisions. The control for this study
was randomization. The PowerPoint slides were purposely randomized by images so that the
order of product types on the slide did not influence participant’s choices.
9. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 19
First I read the consent script, then briefed the participants on the nature of the
experiment and asked their consent to participate in my study. Once consent was given, the
participants were given response forms they used to make their choices. A PowerPoint
presentation was prepared with slides showing groups of products. There were eight different
product types shown, each product type had their own slide. Each slide had four pictures of
generic and name brand products of that product type labeled A, B, C, and D. The participants
were asked to write on their paper which item they would buy (A, B, C, or D) as if they were
shopping for themselves. Each slide was presented for about 30 seconds. After all the slides were
shown their response papers showing which item per product type they would buy were collected.
The participants were debriefed about the uses of the study, including a discussion of risks and
asked participants if they have questions. The duration of the entire experiment was about 5
minutes.
Results
The data in this study was manipulated; averages of the scores for name brand and
generic food products from the slides were calculated and compared. Results from this study
concluded that name brand food products were more popular (M = 3.72, SD= .62), compared
with generic food items (M = 2.37, SD= .33), refer to figure 1. A within subjects t-test was used
to find that t (10) = 5.97, p< .05. These results show that there is a significant difference between
popularity of generic and name brand food items. Participants showed a significant preference
for name brand food than generic food items.
Discussion
10. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 110
It was hypothesized that generic food products will be more popular that name brand food
products. It was believed that participants would prefer name brand food products compared to
generic food products. This hypothesis was not supported.
This study’s results do agree with the theories discussed in the introduction. The Mere
Exposure Effect states that by just being exposed to something we are more comfortable with it;
in this case we are more confortable with name brand food products because we are more
exposed to them than generic brands (Babin & Harris, 2013, p.56). The concept of Exemplars was
mentioned in the introduction, these are the best representation of a category. As related to
decision making, we associate most name brand food as exemplars over generic food. If
something is an exemplar it sticks out in our mental schema or mind frame, as the single best
example of a product of that category, so we may be more inclined to purchase that item over
generics (Babin & Harris, 2013, p.81). Also discussed earlier was the Prospect Theory, this says
that people seek certainty in a gain domain (Babin & Harris, 2013, p.73). Food shopping is a gain
domain, the consumer is looking to buy something that they need or want that will help them in
some way. According tot his theory consumers do not like to take chances or risk when we are
buying something that will help us, we want certainty that we will get the effect we are looking
for (Babin & Harris, 2013, p.73). Therefor, there is more risk associated with generic products
because there is less exposure, ads, and most people know what name brand they like and there
is no uncertainty when buying the product again. Generic brands are seen as risky and their
outcomes are uncertain, name brand food products are seen as the safe choice with minimal risk.
Last, the Regulatory Focus Theory, which suggests there are two frames of focus someone can
be involved in. The preventative focus is used to minimize negative outcomes, and the promotion
focus is used to increase positive outcomes (Babin & Harris, 2013, p.86). The United States is seen
11. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 111
as a promotion nation, we look to expand the good. A part of increasing the positive outcomes
of decision is how the decision makes the person feel, or how it alters perceptions of how others
feel about the user. As far as this study is concerned, by purchasing name brand products
consumers may feel more prestige and higher class affiliation than they would when buying
generic brands. The generic brand foods are seen as a lower class, which people do not like to
seem themselves as. Although the hypothesis was not supported, all the theories mentioned in the
introduction were supported. Consumers do not like risk, they like to have the best possible
outcomes they can with the purchases they make and do not want uncertainty. Because generic
foods are not as popular, not as advertised, and not as promoted as name brand foods, they are
seen as risky and may not provide the same satisfaction name brand products are known to have.
Overall. The name brand food products were seen in a more positive light than the generic food
products.
The results from this study stated that participants saw name brand food products as more
popular and more preferred than its generic counterparts. The results did relate to those discussed
in the literature. Results suggested that participants perceived generic brands as poorer quality
according to the study done by Rosen (1984). Also, results from Kim & Drolet (2009) suggest
that participants made their decisions on which product to buy based on how they wanted to be
perceived. Their participants had cultural difference on whether or not to buy generic or name
brand products, but that name brand products were seen to have higher prestige and status. Lastly,
Bellizzi (1981) had results stating that national brands were seen as the most preferred followed
by private brands then generic brands, seen as least preferred. All of the above results do
correlate with what this study found. Generic brands are seen as lower quality, lower status and
less consistent than name brand products.
12. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 112
A few drawbacks of my study were the participant size, gender differences of the
participants, and age differences of the participants. I had only eleven participants, only one male
and all under the age of 27. Although this study did render significant results, I wish I had a more
diverse gender difference and a much larger sample. If I had a more desirable sample I would
have an easier time generalizing my data to more populations.
As far as confounding variables are concerned, many controlling techniques were used
but participants who may have added some confounding variables due to their characteristics
could not be changed. The fact that all of my participants were college students and there was
only one male poses an issue. Age and relative college lifestyle could have been a confounding
variable along with the participants being almost all female. It is possible that females may have
a different opinion or perception of generic and name brand food that males may of may not
have. Also, older populations may also have an alternate view of these products, which I did not
get to study due to my limited participant pool. As far as the study its self, the type of food
products shown may have been a confounding variable. The products were chosen to represent a
wide array of food types however it is possible that the choices chosen for the study may have
played a role in how participants rated the products.
The design of this study was successful. All participants were exposed to all of levels of
the independent variable at the same time and extraneous variables related to the design were
kept to a minimum. The design was successful and did not prove its self to be a problem.
This study could have been expanded to yield more information if the participant pool
was expanded greatly. Possible holding the experiment in a large lecture room with the
PowerPoint on a projector to accommodate a larger participant group would have given greater
13. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 113
data to analyze. Besides the amount of participants, a greater variety in participants would have
been beneficial as well. A more equal ratio of males to females and a wider age group would
have been better to study. Also, the study would have included other products besides food. To
yield more results there could have been various product types like tools, food, clothing,
appliances and apparel. This way findings could be generalized to all product categories and
inferences could be made about a much wider scale of consumers, not just food shoppers.
To get more information on the topic in future studies researchers would first take more
time to decide which products will be shown to participants. Maybe previous studies on this
topic did a similar design and used different product categories to study. Instead of choosing
food maybe researchers could just choose apparel. Or a team of researchers can do this study
multiple times analyzing perceptions of generic and name brand food, appliances, tools apparel
and other product categories as mentioned previously. The data from all the studies can be
analyzed together to get very broad and generalizable results of which product type is preferred.
As a follow up study it would be beneficial to conduct research on why consumers
choose the generic or name brand products. To better understand the literature on this topic it is
important to understand the emotions behind it as well. We see that name brand products are
more popular and preferred but we do not know why. By finding this out we can do further
research on the topic and possibly expand it even greater. The study of generic and name brand
products on consumer perception is a very interesting topic that is constantly changing and
requires more research. It is an exciting field that has many implications to psychology,
marketing, business, consumer behavior and even creative fields like art and digital design who
create the ads and packaging for these products. The topic deserves more research and studies
that can greater extend the topic’s knowledge and carry over into other fields.
14. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 114
References
Babin, Barry J., & Eric G. Harris. CB5. Mason, OH: South-Western, 2013. Print.
Bellizzi, J. S. (1981). Consumer Perceptions of National, Private, and Generic Brands. Journal
Of Retailing, 57(4), 56.
Kim, H. S., & Drolet, A. (2009). Express your social self: Cultural differences in choice of
brand-name versus generic products. Personality and Social Psychology Bulletin, 35,
1555-1566.
Rosen, D. L. (1984). Consumer perceptions of quality for generic grocery products: A
comparison across product categories. Journal Of Retailing, 60(4), 64-80.
15. Running head: PERCEPTIONS OF GENERIC AND NAME BRAND FOOD 115
Figure 1:
Example of slide used in study.
Table 1:
Mean Standard Deviation
Name Brand 3.72 .62
Generic 2.37 .33
Pasta Sauce
A.
B.
C.
D.