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.
Branding plays an important role in consumer purchasing decisions. Strong brands help simplify consumer choice by allowing them to select brands they have trusted in the past. Branding can also provide competitive advantages by differentiating products. Brand equity refers to the financial value and assets associated with a brand name, including consumer goodwill and loyalty. It is created when consumers are willing to pay more for a branded product due to the brand's reputation and perceived quality. Managing brand equity well is important for companies as it can positively impact sales volumes and consumer perceptions.
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
This document discusses a study on the effect of brand image on consumer purchase behavior of sports shoes brands in the UK, using Nike as a case study. It first reviews literature on concepts like brand awareness, brand preference, and factors that influence consumer preferences. It then discusses how brand experience and associations can develop brand preferences over time. The document also examines the difference between local and international brand images in the UK context, and identifies some pioneer brands in the UK, like Nike, and how they may have longer-term consumer preference advantages.
This document discusses the effects of advertising on brands and consumer durable products. It provides background on marketing and advertising, defining advertising as a paid form of non-personal mass media promotion to communicate with large groups. Advertising can be product-oriented or institutional. The document examines how advertising positively impacts brand awareness but has no significant effect on perceived quality. It aims to analyze the relationship between advertising, brand perception, and product sales, hypothesizing that advertising helps create brand image and guides consumer decisions based more on brand than price.
Impact of Brand Image, Trust and Affect on Consumer Brand Extension Attitude:...fahidsohail
This document summarizes a research study that examined the impact of brand image, trust, and affect on consumer brand extension attitudes, with a focus on the mediating role of brand loyalty. The study tested relationships between these variables using data from 200 female respondents regarding their use of cosmetic brands. Key findings included:
1) Brand image, trust, and affect were positively associated with brand extension attitude.
2) Brand image, trust, and affect were positively associated with brand loyalty.
3) Brand loyalty was positively associated with brand extension attitude.
4) Brand loyalty was found to mediate the relationships between brand image, trust, and affect with brand extension attitude. Specifically, brand loyalty partially mediated the impact
Consumer behavior and the influence of brandsDj Chakraborty
This document discusses how branding influences consumer behavior and decision making. It covers several key points:
1) Branding helps guide consumers' attention and allows them to recognize familiar brands in crowded retail environments filled with choices. This acts as an important mental shortcut for fast decision making.
2) Different branding practices can influence whether consumers notice and recognize products, as well as the feelings they associate with those products. Branding ultimately works as a signal to consumers.
3) Strong branding increases consumers' product knowledge and helps inform their purchasing decisions by building familiarity and positive associations with the brand over time.
Brand Recall in of Color Coated Roofing Sheet Market of Bangaloreijsrd.com
This document discusses brand recall of color coated roofing sheets in the Bangalore business-to-business market. It begins by defining key terms like brand recall, brand awareness, brand recognition, and brand loyalty. It then describes a study conducted with 27 roofing sheet retailers in Bangalore to understand their suppliers and market shares. The results found that JSW had the highest market share at 52% for galvanized sheets and 48% for galvalume sheets. When asked about brand quality, profitability, and performance, 12 retailers rated JSW as excellent while only 2 rated JSW as average. In general, the document examines factors that influence brand recall and market share for different roofing sheet brands in the B2B
Branding plays an important role in consumer purchasing decisions. Strong brands help simplify consumer choice by allowing them to select brands they have trusted in the past. Branding can also provide competitive advantages by differentiating products. Brand equity refers to the financial value and assets associated with a brand name, including consumer goodwill and loyalty. It is created when consumers are willing to pay more for a branded product due to the brand's reputation and perceived quality. Managing brand equity well is important for companies as it can positively impact sales volumes and consumer perceptions.
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
This document discusses a study on the effect of brand image on consumer purchase behavior of sports shoes brands in the UK, using Nike as a case study. It first reviews literature on concepts like brand awareness, brand preference, and factors that influence consumer preferences. It then discusses how brand experience and associations can develop brand preferences over time. The document also examines the difference between local and international brand images in the UK context, and identifies some pioneer brands in the UK, like Nike, and how they may have longer-term consumer preference advantages.
This document discusses the effects of advertising on brands and consumer durable products. It provides background on marketing and advertising, defining advertising as a paid form of non-personal mass media promotion to communicate with large groups. Advertising can be product-oriented or institutional. The document examines how advertising positively impacts brand awareness but has no significant effect on perceived quality. It aims to analyze the relationship between advertising, brand perception, and product sales, hypothesizing that advertising helps create brand image and guides consumer decisions based more on brand than price.
Impact of Brand Image, Trust and Affect on Consumer Brand Extension Attitude:...fahidsohail
This document summarizes a research study that examined the impact of brand image, trust, and affect on consumer brand extension attitudes, with a focus on the mediating role of brand loyalty. The study tested relationships between these variables using data from 200 female respondents regarding their use of cosmetic brands. Key findings included:
1) Brand image, trust, and affect were positively associated with brand extension attitude.
2) Brand image, trust, and affect were positively associated with brand loyalty.
3) Brand loyalty was positively associated with brand extension attitude.
4) Brand loyalty was found to mediate the relationships between brand image, trust, and affect with brand extension attitude. Specifically, brand loyalty partially mediated the impact
Consumer behavior and the influence of brandsDj Chakraborty
This document discusses how branding influences consumer behavior and decision making. It covers several key points:
1) Branding helps guide consumers' attention and allows them to recognize familiar brands in crowded retail environments filled with choices. This acts as an important mental shortcut for fast decision making.
2) Different branding practices can influence whether consumers notice and recognize products, as well as the feelings they associate with those products. Branding ultimately works as a signal to consumers.
3) Strong branding increases consumers' product knowledge and helps inform their purchasing decisions by building familiarity and positive associations with the brand over time.
Brand Recall in of Color Coated Roofing Sheet Market of Bangaloreijsrd.com
This document discusses brand recall of color coated roofing sheets in the Bangalore business-to-business market. It begins by defining key terms like brand recall, brand awareness, brand recognition, and brand loyalty. It then describes a study conducted with 27 roofing sheet retailers in Bangalore to understand their suppliers and market shares. The results found that JSW had the highest market share at 52% for galvanized sheets and 48% for galvalume sheets. When asked about brand quality, profitability, and performance, 12 retailers rated JSW as excellent while only 2 rated JSW as average. In general, the document examines factors that influence brand recall and market share for different roofing sheet brands in the B2B
This document summarizes a research study that examined the influence of brand knowledge and brand relationship on purchase decisions through brand attachment. The study developed a conceptual model and used structural equation modeling to test relationships between variables. Key findings included:
1) Brand awareness positively influences brand image, and brand image positively influences current purchases.
2) Brand knowledge affects future purchases indirectly through variables like brand satisfaction, brand trust, and brand attachment.
3) Brand satisfaction and brand trust positively influence brand attachment. Brand attachment then positively influences both current and future purchases.
4) The overall structural model fit the data well, providing support for most of the hypothesized relationships between variables in the study.
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.
The document discusses how branding influences consumer purchasing behavior. It defines a brand as a name, design, or feature that identifies a seller's product. It also outlines the key elements of brands, the stages of the consumer buying process, and how advertising and income levels affect consumer preferences for branded versus non-branded products. Data is presented showing sales increases for various electronics brands, and how consumer needs and budgets influence their selection of branded versus normal products.
16355275 thesis-branding-its-impact-on-the-consumer-decision-making-process-i...Puneet Bali
This document provides a literature review on branding and its impact on consumer purchase decision-making. It defines branding as a name, term or symbol used to identify and differentiate a seller's goods/services. Branding has become important due to increased competition reducing product differentiation. The review discusses how branding creates tangible and intangible values that allow customers to distinguish brands. It also explains how branding influences consumer learning, perceptions and attitudes during the purchase process. The review uses Apple and its iTunes store as an example of effective branding strategy that has helped it gain market share in the digital music industry.
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
Impacts of 4Ps towards consumer behaviour by SAITOT K JOEL MBASAITOT KELVIN JOEL
Coca-Cola has long dominated the beverage market through strategic use of the 4Ps of marketing: product, price, place, and promotion. However, competition is increasing. The document discusses Coca-Cola's marketing mix strategies over time for each of the 4Ps and how they have impacted customer behavior. It recommends that Coca-Cola improve social media integration and use LinkedIn more to distribute content about product offerings to strengthen the brand and increase awareness and sales in the face of rising competition.
To study the effect of readymade garment brands on consumer buying behaviourManjit Singh
This document discusses the history and importance of branding. It begins by defining what a brand is - a name, term, sign, symbol or design that identifies a seller's product and differentiates it from competitors. It then discusses the six dimensions of a brand according to Kotler: attributes, values, benefits, culture, personality, and user. The document provides a lengthy history of branding, tracing it back to ancient practices of branding livestock and placing marks on pottery for identification. It discusses how branding became more important with the rise of packaged goods in the Industrial Revolution and mass marketing in the 19th century. Brands now aim to imbue products with human traits to appeal to consumers.
The Role Of Endorser Credibility And Advertising Shampoo Pantenecreativity In...inventionjournals
This dissertation analyzes the role of endorser and creativity Pantene shampoo advertisement in Attitude, Intention and consumer purchasing decisions (a case study in Mulawarman) Based on the data that has been processed and tested using smart PLS showed that: 1. there is positive but not significant influence between creativity endorser of the brand attitude, 2. there is a positive and significantrelationship between the endorser credibility with advertising attitude, 3. there is positive and significant correlation between creativity of advertising on brand attitudes, 4. there is positive and significant correlation between creativity of advertising on ad attitude, 5. there is positive and significant correlation between brand attitudes toward purchase intent, 6. there is positive and significant correlation between ad attitude toward purchase intent, 7. there is positive and significant correlation between purchase intention on purchasing decisions.
Comparison on ads or not? Influence of Referent on Advertising EffectivenessWaqas Tariq
This study explores how consumers distinguish different products and how to achieve advertising effectiveness. An experiment of 2(high/low ideal brands)x2(with/without comparisons)=4 mixed designs was conducted to verify the advertising effect influenced by the present of comparisons on ads with respect to high/low ideal brands. 50 subjects per design and 200 effective samples were evaluated under descriptive statistics and two-way ANOVA test. The study concludes: the present of comparisons on ads ameliorates Brand Attitude and Advertising Attitude regardless of high/low ideal brand. However, Purchase Intention was not significantly influenced by comparisons on ads.
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
A Study of Consumers Buying Behaviour in reference to Brand Positioningprofessionalpanorama
Brand positioning is to do something with the company’s products and
services offerings to its existing as well as prospective customers, for the
placement of brand in customer’s mind and to create a space for brand
according to customer’s expectations in market. Marketers understand the
needs of consumers to own a product of a brand for tangible and intangible
reasons. So, consumer’s buying behaviour and brand positioning is very
crucial area of research and development for marketers. This story shows
the effects of the consumer’s buying behaviour on brand positioning. It also
reveals the effects of demographic factor on consumer’s buying behaviour
This document provides details on the research methodology for a study investigating the effects of brand loyalty on consumer purchasing patterns. The study will use a qualitative questionnaire in the form of a cross-sectional survey of students at Varsity College Durban North. The research paradigm is interpretivism, aiming to understand consumer behaviors and purchasing decisions from the consumer's point of view. A literature review found that relationships, customer satisfaction, brand equity, and corporate social responsibility can influence purchasing patterns and promote brand loyalty. The study aims to identify what factors students consider when choosing brands and if they use the same criteria for different product types.
This document discusses a study on the effect of brands on consumer buying behavior in the fashion industry in India. It aims to analyze how brands influence consumer purchasing decisions and to better understand concepts of branding and consumer behavior. The study uses a consumer survey of 100 respondents to examine how social, psychological and personal factors affect buying behavior and how brands impact what people buy. Reference groups like family, friends and aspirational groups are also explored as influences on consumer choices. The methodology and objectives of the study are outlined along with background on concepts like consumer behavior and types of reference groups.
This study examines the effect of the trademark on consumer behavior of consumers of air conditioners in Sudan, in order to know the dimensions of the trademark that affect consumer behavior in Sudan, and provide information to companies on the dimensions of the trademark that affect the purchasing decision of the customer and contribute to customer satisfaction. The study adopted descriptive analytical method using a sample of 230 individuals who consume air conditioners in Sudan. The results showed that there is a positive significant relationship between the trademark of air conditioning and consumer behavior as well as a positive significant relationship between the trademark name of air conditioning and consumer behavior and finally there is a positive significant relationship between the trademark logo and consumer behavior.
A study on relationship between income level and branded milkAlexander Decker
This study examined the relationship between income level and dimensions of branded milk in India. 325 milk consumers in Tamil Nadu completed questionnaires assessing their perceptions of branded milks along dimensions like imagery, feelings, and resonance. Statistical analysis found significant differences in imagery and feelings based on income level, but no significant differences in salience, performance, or resonance. The study provides insights into how income impacts consumer perceptions of branded milk brands.
An assessment of sales promotion techniques in the stimulation of toothpaste ...Alexander Decker
This study assessed the effect of various sales promotion techniques on consumer patronage of toothpaste brands in Ado-Ekiti, Nigeria. A survey was conducted of 320 toothpaste consumers using questionnaires. Logit regression and chi-square analysis were used to analyze the effects of demographics and promotion tools on patronage. The study found that consumer toothpaste purchases were most influenced by product information provided on packaging, followed by advertisements and promotions featuring people with white smiles. Free samples and gifts had the least influence on patronage. Marketers should provide accurate product information and emphasize benefits to stimulate sales across consumer segments.
Developing Relationships; consumers as a source for sustainable competitive a...Kevin Rommen
The world is changing thus business units should also be changing. The influences of social media and internet can no longer be neglected, case in point “Nestlé’s epic social media #fail”1. These changes are giving consumers more and more power in their relationship with business units. Furthermore the enormous amount of products available give consumers more and more possibilities to choose from. For example, at supermarkets in the USA you’ll find in the average week about 110 cereal brands in stock (Shum, 2004). The availability of that amount of different products/product-ranges within an industry raises the question to how business units can create competitive advantage within this enormous amount of competition, especially when the consumer is gaining power?
The document discusses when and why marketers may consider using negative statements about their own products in advertising. It analyzes the psychological perspective behind negative marketing and how it can be a feasible strategy. Two case studies are presented: Nestle used negative marketing in a Yorkie chocolate bar campaign, and a Kodak printer ad also used ambiguous negative messaging. The impact of these campaigns and how negative statements can achieve marketing objectives like raising awareness are explored. Examples must illustrate the strategy's use and effects on brand consumption and image.
Evropské Montessori setkání v Holandsku 2012Jirka Pelc
Pozvánka na akci pořádanu Patricií Wallner a Nienhuis. Všichni se těší, že se setkají i se zájemci o Montessori z České republiky. Přidejte se také. Těšíme se, Váš StarChild.
This document summarizes a research study that examined the influence of brand knowledge and brand relationship on purchase decisions through brand attachment. The study developed a conceptual model and used structural equation modeling to test relationships between variables. Key findings included:
1) Brand awareness positively influences brand image, and brand image positively influences current purchases.
2) Brand knowledge affects future purchases indirectly through variables like brand satisfaction, brand trust, and brand attachment.
3) Brand satisfaction and brand trust positively influence brand attachment. Brand attachment then positively influences both current and future purchases.
4) The overall structural model fit the data well, providing support for most of the hypothesized relationships between variables in the study.
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.
The document discusses how branding influences consumer purchasing behavior. It defines a brand as a name, design, or feature that identifies a seller's product. It also outlines the key elements of brands, the stages of the consumer buying process, and how advertising and income levels affect consumer preferences for branded versus non-branded products. Data is presented showing sales increases for various electronics brands, and how consumer needs and budgets influence their selection of branded versus normal products.
16355275 thesis-branding-its-impact-on-the-consumer-decision-making-process-i...Puneet Bali
This document provides a literature review on branding and its impact on consumer purchase decision-making. It defines branding as a name, term or symbol used to identify and differentiate a seller's goods/services. Branding has become important due to increased competition reducing product differentiation. The review discusses how branding creates tangible and intangible values that allow customers to distinguish brands. It also explains how branding influences consumer learning, perceptions and attitudes during the purchase process. The review uses Apple and its iTunes store as an example of effective branding strategy that has helped it gain market share in the digital music industry.
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
Impacts of 4Ps towards consumer behaviour by SAITOT K JOEL MBASAITOT KELVIN JOEL
Coca-Cola has long dominated the beverage market through strategic use of the 4Ps of marketing: product, price, place, and promotion. However, competition is increasing. The document discusses Coca-Cola's marketing mix strategies over time for each of the 4Ps and how they have impacted customer behavior. It recommends that Coca-Cola improve social media integration and use LinkedIn more to distribute content about product offerings to strengthen the brand and increase awareness and sales in the face of rising competition.
To study the effect of readymade garment brands on consumer buying behaviourManjit Singh
This document discusses the history and importance of branding. It begins by defining what a brand is - a name, term, sign, symbol or design that identifies a seller's product and differentiates it from competitors. It then discusses the six dimensions of a brand according to Kotler: attributes, values, benefits, culture, personality, and user. The document provides a lengthy history of branding, tracing it back to ancient practices of branding livestock and placing marks on pottery for identification. It discusses how branding became more important with the rise of packaged goods in the Industrial Revolution and mass marketing in the 19th century. Brands now aim to imbue products with human traits to appeal to consumers.
The Role Of Endorser Credibility And Advertising Shampoo Pantenecreativity In...inventionjournals
This dissertation analyzes the role of endorser and creativity Pantene shampoo advertisement in Attitude, Intention and consumer purchasing decisions (a case study in Mulawarman) Based on the data that has been processed and tested using smart PLS showed that: 1. there is positive but not significant influence between creativity endorser of the brand attitude, 2. there is a positive and significantrelationship between the endorser credibility with advertising attitude, 3. there is positive and significant correlation between creativity of advertising on brand attitudes, 4. there is positive and significant correlation between creativity of advertising on ad attitude, 5. there is positive and significant correlation between brand attitudes toward purchase intent, 6. there is positive and significant correlation between ad attitude toward purchase intent, 7. there is positive and significant correlation between purchase intention on purchasing decisions.
Comparison on ads or not? Influence of Referent on Advertising EffectivenessWaqas Tariq
This study explores how consumers distinguish different products and how to achieve advertising effectiveness. An experiment of 2(high/low ideal brands)x2(with/without comparisons)=4 mixed designs was conducted to verify the advertising effect influenced by the present of comparisons on ads with respect to high/low ideal brands. 50 subjects per design and 200 effective samples were evaluated under descriptive statistics and two-way ANOVA test. The study concludes: the present of comparisons on ads ameliorates Brand Attitude and Advertising Attitude regardless of high/low ideal brand. However, Purchase Intention was not significantly influenced by comparisons on ads.
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
A Study of Consumers Buying Behaviour in reference to Brand Positioningprofessionalpanorama
Brand positioning is to do something with the company’s products and
services offerings to its existing as well as prospective customers, for the
placement of brand in customer’s mind and to create a space for brand
according to customer’s expectations in market. Marketers understand the
needs of consumers to own a product of a brand for tangible and intangible
reasons. So, consumer’s buying behaviour and brand positioning is very
crucial area of research and development for marketers. This story shows
the effects of the consumer’s buying behaviour on brand positioning. It also
reveals the effects of demographic factor on consumer’s buying behaviour
This document provides details on the research methodology for a study investigating the effects of brand loyalty on consumer purchasing patterns. The study will use a qualitative questionnaire in the form of a cross-sectional survey of students at Varsity College Durban North. The research paradigm is interpretivism, aiming to understand consumer behaviors and purchasing decisions from the consumer's point of view. A literature review found that relationships, customer satisfaction, brand equity, and corporate social responsibility can influence purchasing patterns and promote brand loyalty. The study aims to identify what factors students consider when choosing brands and if they use the same criteria for different product types.
This document discusses a study on the effect of brands on consumer buying behavior in the fashion industry in India. It aims to analyze how brands influence consumer purchasing decisions and to better understand concepts of branding and consumer behavior. The study uses a consumer survey of 100 respondents to examine how social, psychological and personal factors affect buying behavior and how brands impact what people buy. Reference groups like family, friends and aspirational groups are also explored as influences on consumer choices. The methodology and objectives of the study are outlined along with background on concepts like consumer behavior and types of reference groups.
This study examines the effect of the trademark on consumer behavior of consumers of air conditioners in Sudan, in order to know the dimensions of the trademark that affect consumer behavior in Sudan, and provide information to companies on the dimensions of the trademark that affect the purchasing decision of the customer and contribute to customer satisfaction. The study adopted descriptive analytical method using a sample of 230 individuals who consume air conditioners in Sudan. The results showed that there is a positive significant relationship between the trademark of air conditioning and consumer behavior as well as a positive significant relationship between the trademark name of air conditioning and consumer behavior and finally there is a positive significant relationship between the trademark logo and consumer behavior.
A study on relationship between income level and branded milkAlexander Decker
This study examined the relationship between income level and dimensions of branded milk in India. 325 milk consumers in Tamil Nadu completed questionnaires assessing their perceptions of branded milks along dimensions like imagery, feelings, and resonance. Statistical analysis found significant differences in imagery and feelings based on income level, but no significant differences in salience, performance, or resonance. The study provides insights into how income impacts consumer perceptions of branded milk brands.
An assessment of sales promotion techniques in the stimulation of toothpaste ...Alexander Decker
This study assessed the effect of various sales promotion techniques on consumer patronage of toothpaste brands in Ado-Ekiti, Nigeria. A survey was conducted of 320 toothpaste consumers using questionnaires. Logit regression and chi-square analysis were used to analyze the effects of demographics and promotion tools on patronage. The study found that consumer toothpaste purchases were most influenced by product information provided on packaging, followed by advertisements and promotions featuring people with white smiles. Free samples and gifts had the least influence on patronage. Marketers should provide accurate product information and emphasize benefits to stimulate sales across consumer segments.
Developing Relationships; consumers as a source for sustainable competitive a...Kevin Rommen
The world is changing thus business units should also be changing. The influences of social media and internet can no longer be neglected, case in point “Nestlé’s epic social media #fail”1. These changes are giving consumers more and more power in their relationship with business units. Furthermore the enormous amount of products available give consumers more and more possibilities to choose from. For example, at supermarkets in the USA you’ll find in the average week about 110 cereal brands in stock (Shum, 2004). The availability of that amount of different products/product-ranges within an industry raises the question to how business units can create competitive advantage within this enormous amount of competition, especially when the consumer is gaining power?
The document discusses when and why marketers may consider using negative statements about their own products in advertising. It analyzes the psychological perspective behind negative marketing and how it can be a feasible strategy. Two case studies are presented: Nestle used negative marketing in a Yorkie chocolate bar campaign, and a Kodak printer ad also used ambiguous negative messaging. The impact of these campaigns and how negative statements can achieve marketing objectives like raising awareness are explored. Examples must illustrate the strategy's use and effects on brand consumption and image.
Evropské Montessori setkání v Holandsku 2012Jirka Pelc
Pozvánka na akci pořádanu Patricií Wallner a Nienhuis. Všichni se těší, že se setkají i se zájemci o Montessori z České republiky. Přidejte se také. Těšíme se, Váš StarChild.
El documento lista diferentes tipos de pines y enchufes de luces y tomas eléctricas de la marca Decorlux, incluyendo detalles como el número de polos, la capacidad en amperios y el precio de cada artículo.
Santa Claus reparte regalos en Navidad con la ayuda de un niño. El niño ve a Santa Claus y le pide ser su ayudante, a lo que Santa accede. Juntos reparten regalos en las casas de los niños buenos. Al terminar, Santa le advierte al niño que no recordará lo sucedido a menos que guarde el secreto. A la mañana siguiente, el niño encuentra una nota de Santa invitándolo a ser su ayudante otra vez el próximo año.
Frauke schorr mindsets of successful entrepreneurs - aom publication 2010CenteredLeader
This study explored the mindsets of successful entrepreneurs through interviews. It identified four distinct mindset categories: Satisfied Grower, Dissatisfied Grower, Satisfied Maintainer, and Dissatisfied Maintainer. Growers saw success as a stepping stone for further growth and challenges, while Maintainers focused on preserving their level of success. Satisfied entrepreneurs were content with their achievements and focused on the present, while Dissatisfied entrepreneurs felt they had more to prove and focused on the future or past. The most successful entrepreneurs tended to have Satisfied Grower mindsets that balanced continuous growth with present-moment satisfaction.
The document summarizes computing the definite integral of y^2 from 0 to 2. It is evaluated numerically using left Riemann sums, assuming the interval [0,2] is divided into n equal subintervals. The left sum approximation approaches the exact value of 10/3 as n increases.
This document discusses a promotional formula for calculating success based on audience size, reward value, and friction or effort required. It states the formula is Success = Audience x Reward / Friction. Lower friction through easy, frictionless entry can increase success 4x compared to promotions requiring hard work. An example promotes a 15-day free trial at a website for a frictionless entry promotion.
This document provides tips for raising a brand's profile through LinkedIn. It recommends including a professional headshot and clear subheading in your profile, listing multiple positions held. It also suggests personalizing recommendation requests, avoiding unknown connections, and using groups and ads to engage potential clients and promote your business. Finally, it advises providing social media guidelines for employees.
Este documento contiene 30 frases motivacionales cortas para compartir en redes sociales como Facebook y Twitter. Las frases tratan sobre temas como aprovechar oportunidades, perseverar ante los obstáculos, vivir cada día como si fuera el último, y ser los arquitectos de nuestro propio destino.
Focus this week is SAPR-L reporting and completion requirements, PTS and retaking the ASVAB for more options, call for board membership, and annual SDAP recertification.
Roma y Venecia son famosas por sus monumentos históricos como la Fuente de Trevi, los canales de Venecia, el Vaticano, el Coliseo y la Torre de Pisa, así como la isla de Capri que es un popular destino turístico italiano.
Este documento trata sobre la nutrición pediátrica y recomienda comer de manera saludable desde el embarazo hasta la etapa escolar. Sugieren consumir diferentes grupos alimenticios en proporciones adecuadas y evitar la comida chatarra, especialmente durante el embarazo y la lactancia, ya que esto mejora el desarrollo del bebé y su vínculo con la madre. Más adelante se recomienda alimentar al bebé principalmente con leche materna y luego con alimentos sólidos nutritivos
To insert an image on Splashup.com, first open an internet browser and navigate to www.splashup.com. Once there, click "jump right in" and then select "file" and "open image" to browse for the image file on your computer. Select the image and click "open" to load it into the Splashup photo editor where you can then edit the image. If the image does not appear, repeat the process to select and open the image file again.
Este documento explica los conceptos básicos de la energía cinética, incluyendo que es la energía asociada con el movimiento de los cuerpos, que depende de la masa y la velocidad del cuerpo, y que puede convertirse en otras formas de energía como energía potencial o elástica. También describe otros tipos de energía como la energía gravitatoria, química, eléctrica y cómo estas energías se transforman y usan en la vida cotidiana y la tecnología.
This document discusses a watch guard and provides positive feedback about their abilities. However, most of the document is unintelligible as it contains many non-language characters that do not convey clear meaning.
David L. Tulk is an attorney seeking a legal position where he can make valuable contributions. He has over 20 years of experience working in title examination and transactional agreements. Tulk is licensed to practice law and write title insurance in Oklahoma. He has worked in various title attorney roles for companies in Oklahoma and Texas since 2001. Tulk has excellent research, organizational, and interpersonal skills with an attention to detail.
Pedro Salinas fue un académico español que estudió derecho, filosofía y letras. Pasó su vida dedicado a la enseñanza universitaria, enseñando en varias universidades de España. Fundó una revista literaria llamada Índice Literario. Falleció en Boston en 1951.
This document discusses a research study that examines the impact of brand image and corporate branding on consumer choice through the mediating role of brand equity.
The study develops an integrated conceptual framework to examine how brand image and corporate branding influence brand equity, and how brand equity then impacts consumer choice. It reviews literature on these variables and proposes relationships between them. Specifically, it hypothesizes that corporate branding has a positive impact on brand equity, while the impact of brand image on brand equity is unclear. It also hypothesizes that brand equity positively influences consumer choice.
The study was conducted in Saudi Arabia with 105 smartphone consumers. Path analysis found that corporate branding positively impacts brand equity, while brand image did not influence brand equity.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
A Study on Consumer Behaviour towards Branded Garments am ong Male Shoppersinventionjournals
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
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.
This document discusses brand awareness and its importance. It states that brand awareness, as a fundamental dimension of brand equity, is often considered a prerequisite for consumers' buying decisions as it represents the main factor for including a brand in their consideration set. Brand awareness can influence consumers' risk assessment and confidence in their purchase decision due to familiarity with the brand. Brand awareness can be depicted in two facets - unaided recall and aided recognition - each having different influences on buying decisions and risk assessment. The document also discusses creating brand awareness through advertising, promotions, and event management.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as the study of how consumers purchase and dispose of products. Marketers analyze consumer behavior to understand what influences consumers' decisions and how to best market products to fill needs in the market. The study of consumer behavior helps marketers understand consumers' thinking and feelings towards brands and how the environment and social groups influence choices. Key factors that influence consumer behavior include personal demographics, psychological responses, social influences, marketing campaigns, economic conditions, and personal or group purchasing power. Online marketing allows detailed analysis of consumer behavior through personalized offerings and emerging markets.
This study aims to prove and analyze the effect of consumer attitudes and physical
environment on purchasing decisions mediated by brand equity. The number of samples in this study
were 133 respondents, to answer the problem formulation in this study path analysis was used and
assisted by the SPSS version 17 statistical program
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...paperpublications3
Abstract: The study investigate the impact of service quality and brand awareness on brand loyalty. The participants of the survey were 400 mobile telecommunication subscribers from the fourteen local government areas of Zamfara state derived using Taro Yamane sample size formula. Regression analysis was the statistical tools used to test for the two hypotheses using version 22 SPSS. The findings suggested that that there exist significant positive influence between brand awareness and brand loyalty, service quality and brand loyalty. The present research provides resourceful and clear findings for telecommunication companies which can be harnessed in their effort to create and implement successful customer loyalty strategies. Future research can also look into other sub-variables under brand awareness like traditional advertisement, non-traditional advertising, sales promotion, leveraging on the web, sponsoring local and social events and their ratio of relative significance on brand loyalty.
MBA 5501, Advanced Marketing 1 Course Learning Outcom.docxAASTHA76
MBA 5501, Advanced Marketing 1
Course Learning Outcomes for Unit III
Upon completion of this unit, students should be able to:
2. Synthesize the use of marketing research and demand forecasting to predict business outcomes, and
contrast the influence of micro and macro environmental factors on marketing strategies.
2.1 Explain the impact of environmental factors with a company using the political, economic,
social, and technological (PEST) analysis tool.
2.2 Describe a company’s marketing history and its evolution to current practices.
3. Compare new product development and competitive product strategies.
3.1 Compare competitors within an industry.
4. Analyze consumer relationships and buying processes by outlining the development and cultivation of
customer relationships considering value, satisfaction, and loyalty.
4.1 Summarize a business’s next step for growth and potential with a focus on customer value,
satisfaction, and loyalty.
Course/Unit
Learning Outcomes
Learning Activity
2 Case Study; Chapters 5, 6, and 7
2.1 Case Study; Chapters 5, 6, and 7
2.2 Case Study; Chapters 5, 6, and 7
3 Case Study; Chapters 5, 6, and 7
3.1 Case Study; Chapters 5, 6, and 7
4 Case Study; Chapters 5, 6, and
4.1 Case Study; Chapters 5, 6, and 7
Reading Assignment
Chapter 5: Creating Long-Term Loyalty Relationships, pp. 127–146
Chapter 6: Analyzing Consumer Markets, pp. 157–179
Chapter 7: Analyzing Business Markets, pp. 189–210
Unit Lesson
Chapter 5: Creating Long-Term Loyalty Relationships
What is a brand that you purchase frequently and will go out of your way to find? What brand will you not only
shop around for but will also travel a distance to find? This practice means that you have created a
relationship with this brand; in the marketing world, this means that you have developed brand loyalty.
Kotler and Keller (2016) discuss customer value through the concept of customer perceived value (CPV),
which is defined as the difference between the customer’s perception of the product/service and the direct
and indirect competitors. A direct competitor is a company that provides the same products/services, while an
indirect competitor is one that provides products/services that do not necessarily provide the same
products/services but provide an alternative that the customer might choose if he or she did not purchase
your product/service. For instance, a direct competitor of Disney World might be Universal Studios, whereas
UNIT III STUDY GUIDE
Understanding the Consumer
MBA 5501, Advanced Marketing 2
both provide similarly themed entertainment. An indirect competitor might be Six Flags amusement parks,
which focus on thrill rides and provide the consumer with an alternative to the Disney World experience.
Marketers are always looking for methods by which they can create trust and commitment with the consumer.
Many times, this leads to a system of brand stra.
This document summarizes a research paper from the International Journal of Management that examines retailer brand awareness. The paper aims to understand the effect of demographic variables and brand awareness on consumer purchasing behavior. A survey was conducted with 500 respondents in Bangalore, India across various retail locations. The findings show that consumers are interested in knowing the manufacturer of retailer brand products. Consumers were also able to differentiate retailer brands from other brands. Statistical analysis found that demographic variables and brand awareness influence consumer buying behavior. The paper concludes that retailers launching private brands can tap new market opportunities by improving brand awareness through promotions.
This document discusses neuro marketing and sensory branding. It begins by defining neuro marketing as combining neuroscience, psychology and economics to understand the correlation between neural activity and buying behaviors. It then discusses how the five human senses (sight, sound, touch, smell and taste) play an important role in sensory marketing and influence consumer perceptions, behaviors and experiences. The document provides various examples of how different sensory cues like packaging design, music, scents and textures can be used in marketing. It emphasizes that sensory branding allows companies to differentiate their brands and create memorable experiences for consumers by appealing to multiple senses.
Consumer preferences of small car in indiaGaurav Dawar
The document discusses factors that influence consumer purchasing decisions for small cars in India. It examines internal factors like attitudes and perceptions, as well as external factors such as social and situational influences. The stages of the consumer decision making process for buying a car are explored, including problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Previous research on consumer buying behavior and the role of brands is summarized. The objectives of the study are to understand how internal and external factors influence consumers when purchasing entry-level cars and to evaluate perceptions of Indian versus global brands.
5 consumer behaviour research paper publishedin international journalmaaranhari
This document summarizes a research paper on analyzing consumer behavior and factors that influence marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumer purchasing decisions. It also explores the different factors that influence consumer behavior, including advertising, financial conditions, personal preferences, peer influence, and purchasing power. Additionally, it examines patterns in consumer behavior like area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology is key for marketers to appeal to customers on an emotional level and find opportunities to engage positive psychological reactions in potential consumers.
This document summarizes a research paper on analyzing consumer behavior and factors that influence marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumer purchasing decisions. It also explores the different factors that influence consumer behavior, including advertising, financial conditions, personal preferences, peer influence, and purchasing power. Additionally, it examines patterns in consumer behavior like area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology is key to convincing people and creating an emotional appeal that can gain long-term customers.
This document summarizes a research paper on analyzing consumer behavior and factors that influence marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumer purchasing decisions. It also explores the different factors that influence consumer behavior, including advertising, financial conditions, personal preferences, peer influence, and purchasing power. Additionally, it examines patterns in consumer behavior like area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology is key to convincing people and creating an emotional appeal that can gain long-term customers.
5 consumer behaviour research paper hari masterpiece HariMasterpiece
This document summarizes a research paper on analyzing factors that influence consumer behavior and promoting in marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumers' purchasing decisions. It also examines different types of consumer behavior and factors that affect consumer behavior, such as advertising, financial conditions, personal preferences, social influence, and purchasing power. Additionally, it outlines patterns of consumer behavior including area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology and how consumers think, feel, reason and make decisions is important for effective marketing.
“A DESCRIPTIVE STUDY OF BRAND IMAGE AND CONSUMER PERCEPTION ON CONSUMER LOYAL...Vidhu Arora
“A DESCRIPTIVE STUDY OF
BRAND IMAGE AND CONSUMER PERCEPTION ON CONSUMER LOYALTY AND
PREFERENCE TOWARDS A BRAND: PATANJALI AYURVEDA LTD”- questionnaire based survey
The document provides an acknowledgement and abstract for a project on consumer behavior and purchasing decisions related to laptops.
The acknowledgement thanks various individuals who provided support and guidance in completing the project, including the director of the institute, a professor who provided guidance and support, and fellow students.
The abstract introduces the topic of studying the factors that influence consumers' purchase decisions of laptops and whether there are differences among consumer groups (stayers, satisfied switchers, dissatisfied switchers) in the importance given to these factors. It also discusses understanding the attitudes of these three customer groups to help with retention and loyalty strategies.
The document discusses the collapse of MG Rover and analyzes the stakeholders involved and their responsibilities. It examines MG Rover's actions in terms of corporate social responsibility and determines that while it upheld some economic responsibilities, it failed to properly consider its ethical responsibilities to employees. It assesses the relative power of actors like MG Rover, the UK government, and foreign companies. Finally, it debates who should be responsible for preserving jobs after MG Rover's collapse and whether unemployment was an inevitable consequence of industrial restructuring.
1. Scientific Management Theory developed by Frederick Taylor focuses on finding the optimal way to structure tasks and allocate resources to maximize output.
2. Modernism views management as seeking universal truths to optimize resource utilization, while Postmodernism rejects the idea of universal principles and advocates diverse management approaches for different organizations and contexts.
3. Taylorism and Fordism both applied scientific principles to mass production, with Henry Ford innovating assembly lines and machine automation to reduce labor and increase efficiency in automobile manufacturing.
Figure 3 depicts the relationship between work groups and conflict. It shows that work groups can experience various types of conflict such as task conflict, relationship conflict, and process conflict. These conflicts arise due to differences in views, backgrounds, and approaches of work group members. While some level of conflict is inevitable in diverse work groups, effective conflict management is needed to ensure it does not negatively impact work group performance and productivity. Unresolved conflicts can damage relationships and undermine goal achievement if not addressed properly through negotiation and other conflict resolution techniques.
This document discusses work groups, teams, conflict, and negotiation in organizations. It begins by defining work groups and teams, discussing models of team development including Bruce Tuckman's four stage model of forming, storming, norming, and performing. It also examines Scott Peck's three phase model of group development. The document then defines conflict and negotiation, discussing models of conflict resolution through negotiation. It analyzes the relationship between work groups, teams, conflict, and negotiations and their impact on organizational culture.
This document provides an overview of selfies and their role in cross-cultural communication. It discusses how selfies have become popular on social media and how they allow people to represent themselves online. The document also examines selfies through the lens of media studies, discussing how selfies both innovate new forms of representation while also reasserting traditional photographic styles and aesthetics. Finally, the role of selfies in reinforcing relationships and documenting personal experiences in the digital age is considered.
This report analyzes Toyota's strategies that have led to its success as an automobile manufacturer. It examines Toyota's external and internal factors, products, customers, value chain including Just-in-Time production and continuous quality improvement systems. Toyota enjoys strong reputation and is a market leader due to new models like the Prius hybrid. While Toyota faces strong competition, its centralized decision-making and unique production systems have helped it achieve more success than rivals. The future looks bright for Toyota to continue outpacing its competitors.
The document evaluates the share price of A.G. Barr PLC through analyzing the company's capital structure, financial performance, and share valuation. It finds that A.G. Barr has a strong financial position with good profitability and liquidity. The share price valuation using the dividend discount model finds the company's current trading price is overvalued, though the method has limitations. Sensitivity analysis shows the forecasted share price is higher than the current market price. Overall, it is recommended to buy the company's shares.
This document provides an overview of employee training and development practices at Toyota. It discusses how Toyota places strong emphasis on continuous employee training and development, which helps improve employee skills, productivity and the company's sustainability. Toyota sees training and developing its workers as a valuable investment. The document also notes that research shows training positively impacts employee performance and a company's ability to achieve its goals. Overall, Toyota recognizes the importance of ongoing training and development for both retaining talented employees and ensuring the company's long-term success.
This document discusses employee training and development at Toyota. It finds that Toyota places strong emphasis on continuous training and development, seeing it as crucial to maintaining sustainability. Toyota invests heavily in various training programs for employees at all levels. This includes communication of Toyota's values and principles, leadership development, job-specific training, and opportunities for career growth. The extensive training and development, along with competitive rewards and benefits, help Toyota to engage and retain top talent. This strong focus on human capital is a core reason for Toyota's success and ability to consistently outperform competitors.
The document discusses operations management at British Airways. It evaluates various management tools like SWOT, PESTLE, and Porter's 5 Forces analyses regarding the airline. It also looks at British Airways' business resources including its technology, fleet, and financial position. Recommendations are provided to help British Airways improve its management of physical resources and overall operations.
The document discusses management at British Airways. It analyzes various management tools like SWOT, PESTLE and Porter's 5 Forces regarding the airline. It also evaluates British Airways' business resources including physical, financial and technological resources. Recommendations are provided.
This document discusses factors helping companies in Qatar achieve sustainability in supply chain logistics management. It notes that effective supply chain management covers all areas from procurement to production to marketing and delivery. While Qatar relies heavily on hydrocarbons, it is diversifying into a knowledge economy. The 2022 FIFA World Cup provides logistical challenges. The document reviews sustainability in supply chains and the role of stakeholders, information technology, and risk management. It aims to understand Qatar's supply chain industry, challenges to sustainability, benefits of sustainability, and key factors to achieve sustainability through a literature review and survey of supply chain professionals.
The UN Political Declaration on non-communicable diseases identified common risk factors between oral diseases and other non-communicable diseases. It defined a global response and contained commitments around national leadership, early diagnosis and treatment, prevention, health systems improvement, research and development, and resourcing. Key commitments included establishing national non-communicable disease policies by 2013, implementing cost-effective interventions to reduce risk factors, and mobilizing financial resources to strengthen health systems and address non-communicable diseases.
This document presents a research proposal to study the security issues of cloud computing in the Malaysian health sector. It aims to identify challenges faced in adopting cloud computing for healthcare due to security risks. The literature review discusses benefits of cloud computing for healthcare and issues around data privacy and security. The methodology section outlines a mixed-methods approach, including surveys of healthcare professionals, to understand their experiences using cloud computing and identify problems. The results will analyze responses based on respondents' technology experience. Recommendations will aim to address key concerns to facilitate cloud computing adoption in the Malaysian health sector.
This document analyzes the relationship between surface roughness and diameter measurements of the large cylindrical feature of automobile connecting rods. It describes an experiment that measured the surface roughness and diameters of connecting rods from different materials using various instruments. The experiment aimed to understand how surface roughness characteristics impact the distribution of diameter measurements, and whether design and manufacturing factors influence both dimensions. Results were analyzed statistically to draw conclusions about relating feature dimensions and surface characteristics during design, manufacturing, and use.
Arghil 4 heritage and cultural tourism managementDeepak Chiripal
This document discusses cultural and heritage tourism in the UK. It provides background on cultural tourism in Europe and discusses some of the conflicts that can arise from heritage tourism, using the example of the Giant's Causeway in Northern Ireland. It then outlines some common services provided in cultural and heritage tourism, including place promotion, social districts focused on culture (like industrial, institutional, museum and metropolitan districts). Two prominent UK cultural institutions, the Victoria and Albert Museum and the Science Museum, are also summarized. The roles and responsibilities in the UK heritage industry are discussed, along with methods of interpretation used for tourists.
Subway began in 1965 and has grown to over 13,000 franchised stores worldwide. Conflicts often arise between franchisors and franchisees due to issues like perceived lack of support, non-compliance with systems, disputes over fees and profits, communication problems, and clashes between personalities. Effective conflict management, like clear communication and building trust, is important for the success of franchising relationships. Conducting thorough due diligence before becoming a franchisee can help avoid future conflicts.
This document discusses the organizational culture of General Electric (GE). It provides an overview of GE's business segments and operations globally. It then discusses models of organizational culture, focusing on Harrison's model which examines culture across four dimensions: power-oriented, role-oriented, achievement-oriented, and support-oriented. The document analyzes GE's culture in Singapore, noting its emphasis on risk-taking, integrity, and performance-based evaluation systems. It indicates GE's culture has evolved under new leadership to become more open while still stressing metrics and values.
This document discusses trends in leadership over time. It begins by looking at past models of leadership from the 20th century focused on situational and trait-based theories. More recent models in the past few decades have focused on transformational and instructional leadership. The document then examines current trends showing leadership as more distributed and collaborative. It discusses how future leadership will require adaptability, creativity, and drawing on personal values rather than following set rules. Leaders will need to motivate teams by connecting work to common goals and fostering responsibility. The conclusion discusses developing leadership over time through self-reflection and experiences that challenge one's self-concept.
The document provides details for starting a new fast food bistro called Makanan Terbaik Hollywood in Kuala Lumpur, Malaysia. It will be inspired by Hollywood and serve popular American foods. The bistro will be located in the large Pavilion Kuala Lumpur shopping mall. Startup costs are estimated at $159,192 and will be financed by the owners. Market analysis shows demand for fast food is growing in Malaysia. A project schedule outlines the work plan and tasks to open the bistro on time.
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Niswey
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AI Transformation Playbook: Thinking AI-First for Your BusinessArijit Dutta
I dive into how businesses can stay competitive by integrating AI into their core processes. From identifying the right approach to building collaborative teams and recognizing common pitfalls, this guide has got you covered. AI transformation is a journey, and this playbook is here to help you navigate it successfully.
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2. 1. Literature Review
1.1 Introduction
The preference of consumer brand is an important step for understanding the behaviour
related to the choice of consumers. Hence, this particular step has been receiving huge
attention from the marketers. The preferences of brand contribute in revealing the different
categories related to attributes that are being possessed by the brand that are important for
strengthening the position as well as increasing the share within the market. In addition to
this, it contributes in the formation of a crucial input in the development of a successful
strategy of brand within the organization that provides an insight for the development of the
product. However, the shift being made towards the marketing of experience results in
broadening the role being played by the brand from a number of different combinations
related to attributes towards the experiences. The marketing of experience also has the
tendency of considering both types of assumptions related to the behaviour of consumer that
can be rational as well as irrational. The advancement of technology contributes to increase
the similarities that lie amongst the attributes of brands and the commoditisation of product.
In a consequent manner, preferences of customers cannot be shaped by them amongst the
brands that utilize only the rational attributes. The brands are being approached by the
customers that contributes in the creation of experience that intrigue them in a manner that is
emotional, creative as well as sensorial. The competitiveness of the companies in this type of
a market has hence, ended up becoming extremely difficult. There is a need to build the
advantage of competition for their survival by the delivery of experiences that are
memorable. This results in influencing the brand preferences of the customers and in a
consequent manner contributes in stimulating the purchase decisions of the customers.
In the literature of marketing, the traditional forms of models are known to be uni-
dimensional and address the preferences of brand by the cognitive judgement of the customer
related to the attributes of brand on the basis of rationality. The role related to experience is
restricted to the effect of the type to shift the level of preferences. Majority of the previous
studies conducted are partial and create a focus on a single or two antecedents related to the
preferences of brand. Apart from these specific limitations, there has been ignorance of
consequences within the study that contribute in the determination of the decision related to
the purchases being made by the customers.
The level of familiarity amongst the consumers regarding the availability and life of a product
provided by a particular brand is referred to as awareness of brand. The concept of brand
awareness can be referred to as the consumer being so familiar about a particular brand he or
she prefers that if a particular category of a product or choosing certain brand is mentioned,
then the preferable brand strikes in the mind of the consumer (Morris et al, 2009).
Preferences of consumers can be defined as personal tastes of individuals that can be
understood by the utility of particular goods.
According to Morris et al, 2009, brand preference has a close relation with consumer
preferences as well as brand awareness. This is due to the fact that if a consumer is aware
about a particular brand and these consumers often prefer purchasing and using it, it can be
referred to as the concept of brand preferences. This relation along with the concept of brand
preference shall be studied in detail.
3. Studies in the past over the preferences on brands have been divided into 2 important
classifications (Schmitt, 2009). A number of researchers have conducted the study by
analysing the factors related to customers that may cause an impact. This consideration had
its focus over the culture impact, society impact, psychology impact and factors of
personalities of the customers (Hsee et al, 2009). Of this group, the main finding illustrated
that preferences of brands can lead towards an alteration being experienced in the style of life
of a customer. The traits of personality of a customer and the beliefs of the customer are
important preferences of brand predicators.
According to Shamoon, et al, (2011), the business of a product and service associated with a
company has an influence on the customers who decide to buy the product or the service.
However, the term brand experience as subjective internal consumer behaviour primarily
evolved through brand associated stimuli that are an aspect of a brand’s environment,
communication, packaging, identity, and design. The formation of brand preference is
considered to be a cumulative process of learning which is primarily evoked with time,
especially in the situation where brand experience is the main source of learning (Shamoon et
al, 2011). Many researchers state that each of the elements of brand experience offers a
primary way in changing the buying decision of a customer and hence plays a crucial role in
the development and determination of the brand preference of different consumers.
According to Armstrong, (2011), the business of Reebok considers the brand associations as
the information, which includes benefits of consuming a particular brand and attributes of a
brand. The same is closely associated with the memory nodes of an individual. According to
the HAM or human associative theory, brand associations can be developed by either indirect
or direct experiences of consumers (Armstrong 2011). On contrary to this, entrepreneurs
argue that brand associations offer people with significant reasons to develop preference for
the brand and buy the products of that particular brand. Brand associations help the people to
retrieve and process information and lead to attainment of positive benefits (Brakus et al.
2009). Thus, brand experience can be considered as a key source of information that the
people have regarding a particular brand, which, in turn, develop brand preferences.
Brand has been identified as a power tool for the attraction of maximum number of customer
for purchasing specific products. In a nation that is highly developed in all dimensions, such
as the United Kingdom, the industry of sports apparel and footwear is one of the most
significant industry that acts as a major contribution within the economy in a substantial
manner. As the decision making of consumers play a major role within the market, it is
crucial for studying how the choices are made by the consumers when these apparels and
accessories are purchased for the evaluation of the impact towards a specific brand within the
market. This is particularly due to the fact that there are a number of other options available
and tough competitions within the industry.
1.2 Marketing and Branding:
Malik et al (2013) believe that branding and advertising are great tools by manufacturers to
increase buying of their products. (Malik et al, 2013) Although marketing may essentially be
described as one that amalgamates a customer’s satisfaction with the company’s overall
objectives, branding is essentially a tool used by the companies to enhance their marketing
strategies and objectives. (Kotler et al, 2009) Consumers are more than happy to pay extra for
their favourite brands, even if other brands offer a similar experience at a cheaper rate.
4. (Bronnenberg Dube' & Gentzkow, 2010). According to Dikempe et al (1997), most
consumers have their chosen brand when it comes to beer, aerated drinks and margarine.
(Bronnenberg Dube' & Gentzkow, 2010). Ling et al (2002) further adds that customers pay a
large premium for their desired brand of medicines, even though the same compounds may
be offered by other pharmaceutical companies at a comparatively lower price. (Bronnenberg
Dube' & Gentzkow, 2010)
Concept of Brand Equity and measurement:
The writing on brand equity, albeit significant, it is to a great extent divided and uncertain.
(Christodoulides & de Chernatony, 2009)
Marketers persistently try to support the effect of marketing exercises and this has restored
enthusiasm toward measures of marketing execution. (Christodoulides & de Chernatony,
2009) The Marketing Science Institute has demonstratively set responsibility and rate of
profitability of marketing expenditure at the highest point of its examination needs for 2008-
10. (Christodoulides & de Chernatony, 2009) Financial measures, for example, deals and
benefit give just halfway pointers of marketing execution because of their recorded
introduction and commonly transient skyline. (Christodoulides & de Chernatony, 2009)
Elusive, market-based assets then again give a better understanding of marketing execution,
accommodating short- and long haul execution and additionally spanning marketing and
shareholder value. (Christodoulides & de Chernatony, 2009).
Whilst competitors can copy financial and physical assets, intangible assets speak to a more
supportable advantage Brand equity is a key marketing resource which can incite an
interesting and invited relationship separating the bonds between the firm and its stakeholders
(Capron and Hulland 1999; Hunt and Morgan 1995 cited by (Christodoulides & de
Chernatony, 2009)) and supporting long haul purchasing conduct. Understanding the
measurements of brand equity, at that point contributing to develop this impalpable resource
raises aggressive boundaries and drives brand riches (Yoo, Donthu and Lee 2000 cited by
(Christodoulides & de Chernatony, 2009)). For firms, developing brand equity is a key
destination attained through picking up more good affiliations and emotions among target
purchasers (Falkenberg 1996 cited by (Christodoulides & de Chernatony, 2009)). Past
examination built a positive impact of brand equity on: purchaser inclination and buy
expectation (Cobb-Walgren, Ruble, and Donthu 1995 cited by (Christodoulides & de
Chernatony, 2009)); market offer (Agarwal and Rao 1996 cited by (Christodoulides & de
Chernatony, 2009)); purchaser impression of item quality (Dodds, Monroe, and Grewal 1991
cited by (Christodoulides & de Chernatony, 2009)); shareholder value (Kerin and Sethuraman
1998 cited by (Christodoulides & de Chernatony, 2009)); purchaser assessments of brand
augmentations purchasers price sensitivity and versatility to product harm. Throughout the
most recent 15 years, brand equity has ended up more imperative as the way to understanding
the goals, the instruments, and net effect of the all encompassing effect of marketing
(Reynolds and Phillips 2005 cited by (Christodoulides & de Chernatony, 2009)). In this
connection, it is not astonishing that measures catching parts of brand equity have gotten to
be a piece of a set of marketing execution markers (Ambler 2003 cited by (Christodoulides &
de Chernatony, 2009)). The examination of brand equity and its estimation has a wide scope
of followers, both scholastic and expert, that altogether impart what can be portrayed as a
"discovery" introduction (Reynolds and Phillips 2005 cited by (Christodoulides & de
5. Chernatony, 2009)). Proof of the importance of brand equity for the business world is the
way that there is as of now a noteworthy number of counseling firms (e.g. Interbrand, WPP,
Young & Rubicam and Research International), each with their own restrictive routines for
measuring brand equity (Haigh 1999 cited by (Christodoulides & de Chernatony, 2009)). In
setting up the future exploration plan for brand administration, Keller and Lehman (2006)
obviously recognized brand equity and its estimation as a noteworthy exploration subject.
(Christodoulides & de Chernatony, 2009)
1.3 Labelling:
According to Malik et al (2013) people in society are generally extremely concerned with
their status and hence, buy popular and expensive brands to show off that status. (Malik et al,
2013) Branding is an essential tool in the hands of the producers, which, if managed
correctly, can lead to substantial gains. (Malik et al, 2013) It can be equally useful in terms of
attracting new customers as well as retaining old ones. (Malik et al, 2013)
Trademarks, logos and images are all part of labelling, which is an essential component of
branding. It is a great distinguishing factor between one product and the other. (De
Chernatony and Riley, 1998)..Labelling is also part of the brand image. (Tanner & Raymond,
2014) An extensive research by Leighton and Bird (2012) infers that reducing brand value
information on a package has a small effect on the customers’ preferences as well as brand
recognition. (Leighton & Bird, 2012). In a research conducted by London Economics (2012),
they conclude that the packaging imagery helps consumers differentiate between several
brands available in the market. (London Economics,, 2012)
1.4 Customers and Brand Preference in UK:
An online research and survey was conducted by London Economics in 2012 with 3000
consumers as the focus group, across a variety of products, including tobacco products such
as cigarettes. (London Economics,, 2012) The concluded that after removal of the branding
on the packets of cigarettes, customers shifted from the premium brands to cheaper brands.
(London Economics,, 2012). Their deduction falls in line with several other literature
available on branding for example Malik et al (2013), (Bronnenberg Dube' & Gentzkow,
2010) etc. that customers are willing to pay a premium for their favourite brands. If there was
no way to distinguish one brand from the other, with other things remaining the same, the
customers buying preference changed according to the changes in price. (London
Economics,, 2012) It was also found that since price would determine the buying choices of
the consumers, it would lead to a higher consumption of products, especially amongst people
with fewer financial resources. (London Economics,, 2012)
1.4.1 Pioneer Brands in the UK:
It is believed that some brands outsell others in many markets for a continued period of time,
this is attributed to a theory that is based on a clear “first-movers” advantage. (Carpenter and
Nakamoto, 1989; August) Xerox may be the best example to this theory. (Carpenter and
Nakamoto, 1989; August). These first movers are also known as market pioneers. (Carpenter
and Nakamoto, 1989; August). Hallmark too is pioneer in various markets. (Robinson and
Fornell, 1985). Another example of a pioneer brand is DuPont, which is first mover in
6. various markets globally. (Robinson, 1988) Pioneer advantage essentially is carried forward
to several years of market dominance by these brands. (Bowman and Gatignon, 1996) The
concept of Pioneers was first discovered in the US markets. (Alpert and Kamins, 1995)
However, Rettie Hiller & Alpert (n.d) carry out a similar research in the UK markets, with
concentration on pioneer brands, and hypothesise that
1. Consumers often remember the pioneer brand in a certain product segment. (Rettie
Hiller & Alpert, n.d)
2. Consumers will remember the pioneer brand more than even the best selling brand in
the product segment. (Rettie Hiller & Alpert, n.d)
3. Other things remaining the same, consumers have a preference for the pioneer brand.
(Rettie Hiller & Alpert, n.d)
4. A pioneer brands rememberance will have a positive result on the buying preference
of the consumer, although their degree of preference may reduce over a period of
time. (Rettie Hiller & Alpert, n.d)And,
5. Consumers who successfully recall the pioneer brand have purchased it atleast once.
(Rettie Hiller & Alpert, n.d)
Through their research, they successfully infer all five hypotheses to be true. Moreover, in
their second hypothesis, consumers remembered the pioneer brand more than the best
selling brand, even in cases where the pioneer brand was not the top selling brand. (Rettie
Hiller & Alpert, n.d). In UK, the pioneer brand name recall as well as the pioneer brand
name retreival were found to be greater than that in the US. (Comparing (Alpert and
Kamins, 1995) and (Rettie Hiller & Alpert, n.d))
Local Versus International Brands:
Schuiling and Kapferer (2004) contend that local brands' flexibility and better reaction to
nearby needs, e.g. adaptability of valuing method for particular local markets highlighting
a huge distinction to universal brands, which need cozy associations with nearby markets
(Schuiling and Kapferer, 2004 cited by (Burge, 2013)). Their exploration on the
distinctions found that local brands have a larger amount of mindfulness (85%) than
universal brands (73%) connected by the quantity of years nearby brands have been in the
market (Schuiling and Kapferer, 2004: 105 cited by (Burge, 2013)). Their database
uncovered different variables recommending nearby brand advantages, for instance, as
being reliable, dependable, great value, excellent and customary (Table 3 in Schuiling and
Kapferer, 2004: 105 cited by (Burge, 2013)
Local brands can make a brand value framework (Chernatony and Dall'olmo Riley, 1998
cited by (Burge, 2013)) by supporting individual and social values (Engel, 1993;
Reynolds and Gutman, 1988 cited by (Burge, 2013)). Chernatony and Dall'olmo Riley
(1998) contended that Brand Relationship and Brand Personality (Blackston, 1992) were
essential for rehash custom and solid holding, e.g. Cadwaladers, a nearby Welsh case,
give 'different character' and "society" of its terminus (Jones and Jenkins, 2002: 116 cited
by (Burge, 2013)) and help make a more novel offering suggestion (Haven-Tang and
Jones, 2006 cited by (Burge, 2013)).
7. Confirmation exists of group backing for nearby brands to backing, fortify and revitalize
local economy (Boyne, Hall and Williams, 2003 cited by (Burge, 2013)), making local
improvement (Hall, Kirkpatrick and Mitchell, 2005; Steinmetz, 2010 cited by (Burge,
2013)) and counteracting "cloning" (Kelly, 2012 cited by (Burge, 2013)). A careful
investigation by Patterson et al. (2010) highlights local brand control in Australia.
Shutting 75% of Australian Starbucks, Australians kept on remainning unwavering the
their own particular espresso brand Gloria Jeans. (Burge, 2013)
Schuiling and Kapferer (2004) help nearby brands as the main rival, contending the
qualities and attributes of local business have demonstrated prevalent. (Burge, 2013)
They infer that cost is in charge of local disadvantage, with failure to produce economies
of scale. (Burge, 2013) Schuiling and Kapferer (2004) contend that universal brand
improvement advantages from worldwide marketing, e.g. portfolio improvement,
contrasted with nearby brands who need worldwide status. Schuiling and Kapferer (2004)
propose an adjusted blend of local and worldwide brand advancement is key to whole
industry achievement. (Burge, 2013)
1.5 Past researches on Brand perception in UK
1.5.1 Weight Watchers use FlashtalkingWatchers Brand Impact Survey:
The objective of this research was mindful of how brand and DR progressively meet on the
web, Weight Watchers and OMD needed to gauge the adequacy of showcase crusades past
clickthroughs and associations or transformations and complex attribution models. The key
target was to discover a quick, practical approach to quantify the effect of presentation on
buyer inclination utilizing an answer that was not difficult to situated up crosswise over both
automatic and named site stock, giving noteworthy information bits of knowledge to enhance
show investment progressively. The Brand Impact overview got some information about their
inclination between the Weight Watchers eating regimen arrange and contending items, and
the probability of which arrange they would picked. The overview was conveyed over all
distributers as a component of the media purchase. Purchasers were partitioned between the
individuals who had not seen the Weightwatchers promotions and the individuals who had
seen the commercial. The solutions provided in the research included: The online promotion
campaign expanded purchaser affinity to pick Weight Watchers over contending brands by
37% with a 99% factual certainty level in the Survey results. It also exhibited the buyer effect
of presentation promoting past the straightforward click (Flashpoint, 2014) [Appendix: 1]
1.5.2 Followers who see Promoted Tweets more likely to have a brand preferenc:
The consequences of EE's brand study stress the effect that running Promoted Tweets in the
course of events can have and how it can help movement brand observation. (MacMillan,
2013)
8. It additionally echoes late research Twitter UK did with Deloitte, to evaluate the potential
effect Tweets have on deals execution, and with Compete into how Tweets are assuming an
undeniably compelling part concerning customers purchasing tech items. (MacMillan, 2013)
The Deloitte study found that in terms of purchasing feature diversions, for example, Tweets
create solid verbal that specifically affects customer demand. Moreover, positive Tweets
around a brand can impact buy choices. Individuals like to discuss what they've perused on
Twitter, and that discussion specifically impacts what they wind up purchasing when they are
prepared to buy. The Tweets in real life: Mobile/Tech UK study with Compete discovered
those customers who see Tweets are more inclined to visit brand sites, hunt or chase down
item audits to figure out all the more about the brands they saw on Twitter. Not just that: the
exploration found that Twitter clients visit mobile and tech brand sites at a much higher rate
than general web clients – 62% versus 45%. Moreover, it uncovered that introduction to
brand Tweets improved the probability that customers would visit outsider audit destinations,
for example, @cnetuk or @techradar, to discover all the more about the brands or items.
(MacMillan, 2013)
This is the place the numbers truly begin to shoot up. While around 36% of normal web
clients went by outsider survey destinations amid the Christmas shopping season this figure
was 28% higher when it came to Twitter clients. (MacMillan, 2013)
It concluded with some basic tips for achievement:
1. Make captivating and shareable substance – Use feature and pictures and consider silliness
in the event that you need to achieve your crowd with news of new items and brand
declarations. Incorporate connections to let purchasers to take in more. (MacMillan, 2013)
2. Use advanced Tweets in hunt – More than others, Twitter clients like to chase down
insights about items, so verify your Tweets are the ones that they are seeing. (MacMillan,
2013)
3. Use catchphrase focusing in timelines – Consumers like to discuss buys they're planning to
make on Twitter. You can focus on those clients discussing mobile telephones, for example,
specifically and attain fundamentally more elevated amounts of engagement. (MacMillan,
2013)
1.5.3 Consumer Perception to Branded Automobiles (Comparison with Thailand):
With the goal of a near study between Thai and UK extravagance automobiles' customer
discernments, tantamount demands and supplies need to be drawn. (ANURIT NEWMAN &
CHANSARKAR, n.d.) Among the new enlistments of autos in Thailand and the UK between
1995-1997, their business exhibitions demonstrate that Germany is the main manufacturing
nation. This records for the way that an extensive number of German models are foreign
made in Thailand and UK with a perspective of the extravagance auto markets. Audi, BMW,
and Mercedes are the top extravagance marques in both nations. Mercedes autos are more
costly than BMW autos in every section in both nations, yet BMW is more prominent in the
UK, while Mercedes is customarily more prominent in Thailand. From a monetary
9. perspective, ought worse off customers in one of the wealthier UK be ready to purchase
Mercedes as opposed to customers in a poorer nation like Thailand? The out performance of
Mercedes in a littler and poorer market, for example, Thailand may be the aftereffect of
social contrasts, for example, 'defenselessness to social impact' (ANURIT NEWMAN &
CHANSARKAR, n.d.)
This sort of phenomena is not new. Most distributed studies on nation of-inception find that
nation generalizations have some effect on item assessments and buy choices. (ANURIT
NEWMAN & CHANSARKAR, n.d.) They are discovered to be persuasive to particular
brands, to automobiles , and to extravagance automobiles. (ANURIT NEWMAN &
CHANSARKAR, n.d.) As needs be, customers can put diverse noteworthiness to specific
brand pictures and characters. This then prompts contrasts in customers' individual contrasts
(specificity, disposition), the choice process (the buy choice), and administration marketing
system (7 Ps). In this connection, enthusiastic components start to assume a significant part in
branding. Customers in both nations need to pick among brands, all of which give useful
insights. (ANURIT NEWMAN & CHANSARKAR, n.d.) Despite the fact that engineering
has turned into an essential in the markets; social contrasts, for example, social values could
clarify the extravagance auto deals positions and customers' diverse disposition towards
BMW and Mercedes in an unexpected way. This may be clarified by Keller (1993)
conceptualization of brand learning which has two segments: brand mindfulness and brand
picture. (ANURIT NEWMAN & CHANSARKAR, n.d.) The primary segment of brand
information is sorts of brand affiliations which comprises of properties [non product related
including: price and packing] and product related, profits [functional, experience, symbolic],
and mentality. The other two parts are favourability of brand affiliations and uniqueness of
brand affiliations. (ANURIT NEWMAN & CHANSARKAR, n.d.)
1.6 Summary:
Brands have in the past have had a huge influence on the purchasing pattern of a consumer.
The reasons may be diverse, for example, snob value, customer loyalty, preference, or its
history of low pricing. However, the fact remains that brands have a huge role to play when it
comes to determining the sales of a product.
Most organizations around the world spend considerable amount of resources in builing and
sustaining their brand equity. This is seen as a great investment by many management gurus
in order to boost future sales and make a solid foundation for the company.
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