To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
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.
The impact of Recruitment and Selection process on candidates' intention to a...Target Research
Negli ultimi decenni la competizione per attrarre e trattenere in azienda i talenti, la cosiddetta “War For Talent” (Michaels, Handfield-Jones & Axerold, 2001) è aumentata costantemente. Diventa quindi fondamentale per le aziende trovare le modalità di Recruitment più efficaci per raggiungere i migliori e portarli dalla loro parte.
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
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.
The impact of Recruitment and Selection process on candidates' intention to a...Target Research
Negli ultimi decenni la competizione per attrarre e trattenere in azienda i talenti, la cosiddetta “War For Talent” (Michaels, Handfield-Jones & Axerold, 2001) è aumentata costantemente. Diventa quindi fondamentale per le aziende trovare le modalità di Recruitment più efficaci per raggiungere i migliori e portarli dalla loro parte.
The Impact of Consumers Perception of Environment and Technology in Redeeming...CSCJournals
Consumers are now more technologically oriented than ever before and are also more concerned about the environment compared to previous times. A new model called Technology & Environment Mediation Model (TEMM) for consumer action related to the willingness to redeem e-coupons is proposed by combining aspects of Theory of Reasoned Action (TRA) and Technology Acceptance Model (TAM). This model articulates perceived the usefulness of having the environmental benefits of e-coupons integrated with concepts of having ease of use for accessing coupons online. Technology is predicted to have mediating effects on perceived easiness of access and environment is expected to mediate perceived usefulness of using e-coupons. The paper also introduces a number of possible research propositions and relates them to managerial implications and Structure Equation Model (SEM) is suggested as an appropriate methodology for testing the proposed model.
The aim of this research is to develop a comprehensive model by measuring the influence of
culture, social, personal and psychology on consumer decisions in purchasing decisions for bancassurance.
This research applies a descriptive research design using survey methods. Sampling uses convinient sampling
as a sampling technique. This study uses the structural equation modeling approach - Lisrel to test the influence
of the significance of the overall model and predetermined pathway
The role of product category for brand relationships CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Marc Fetscherin, Rollins College, USA
Michele Boulanger, Rollins College, USA
Cid Goncalves Filho, Universidade Fumec, Brazil
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
DISSERTATION: Consumer Buying Behavior of Toothpaste Brands in Kolkataranjansaha
DISSERTATION OBJECTIVES:- The purpose of the study is
1. To examine the external factors influencing purchase decisions
2. To examine the consumer awareness of toothpaste
3. To find out how promotional schemes are influencing the consumers
4. To examine how the product attributes influencing the consumer buying toothpaste
The strong brand equity value has turned into an exceptionally critical element that influences customers' behaviour of a brand. Success brand management climbs from understanding and overseeing brand equity fittingly to create the characteristics that will impact customers' behaviour when settling on their decisions. The study makes use of primary and secondary data relating to consumers’ behaviour and brand equity. Data collected from 100 customers from two major cities in odisha. Convenient sampling method is adopted for the selection of samples. This paper stresses on the examination of the effect of purchaser behaviour and brand equity dimensions on purchase of durable products. Spearman's Correlation Coefficient is used for analysis and interpretation in order to study the difference among the purchase value of durable goods, consumer’s buying behaviour of durable goods, brand awareness, brand image, perceived quality, brand association and brand loyalty.
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.
The Impact of Consumers Perception of Environment and Technology in Redeeming...CSCJournals
Consumers are now more technologically oriented than ever before and are also more concerned about the environment compared to previous times. A new model called Technology & Environment Mediation Model (TEMM) for consumer action related to the willingness to redeem e-coupons is proposed by combining aspects of Theory of Reasoned Action (TRA) and Technology Acceptance Model (TAM). This model articulates perceived the usefulness of having the environmental benefits of e-coupons integrated with concepts of having ease of use for accessing coupons online. Technology is predicted to have mediating effects on perceived easiness of access and environment is expected to mediate perceived usefulness of using e-coupons. The paper also introduces a number of possible research propositions and relates them to managerial implications and Structure Equation Model (SEM) is suggested as an appropriate methodology for testing the proposed model.
The aim of this research is to develop a comprehensive model by measuring the influence of
culture, social, personal and psychology on consumer decisions in purchasing decisions for bancassurance.
This research applies a descriptive research design using survey methods. Sampling uses convinient sampling
as a sampling technique. This study uses the structural equation modeling approach - Lisrel to test the influence
of the significance of the overall model and predetermined pathway
The role of product category for brand relationships CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Marc Fetscherin, Rollins College, USA
Michele Boulanger, Rollins College, USA
Cid Goncalves Filho, Universidade Fumec, Brazil
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
DISSERTATION: Consumer Buying Behavior of Toothpaste Brands in Kolkataranjansaha
DISSERTATION OBJECTIVES:- The purpose of the study is
1. To examine the external factors influencing purchase decisions
2. To examine the consumer awareness of toothpaste
3. To find out how promotional schemes are influencing the consumers
4. To examine how the product attributes influencing the consumer buying toothpaste
The strong brand equity value has turned into an exceptionally critical element that influences customers' behaviour of a brand. Success brand management climbs from understanding and overseeing brand equity fittingly to create the characteristics that will impact customers' behaviour when settling on their decisions. The study makes use of primary and secondary data relating to consumers’ behaviour and brand equity. Data collected from 100 customers from two major cities in odisha. Convenient sampling method is adopted for the selection of samples. This paper stresses on the examination of the effect of purchaser behaviour and brand equity dimensions on purchase of durable products. Spearman's Correlation Coefficient is used for analysis and interpretation in order to study the difference among the purchase value of durable goods, consumer’s buying behaviour of durable goods, brand awareness, brand image, perceived quality, brand association and brand loyalty.
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.
Relationship of Metabolic syndrome and cognitive impairment has been discussed. Metabolic causes of Dementia and their reversibility has been discussed.
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This solution overview discusses solving Security Information and Event Management (SIEM) challenges with RSA Security Analytics, which enables security analysts to be effective in protecting an organization’s digital assets and IT systems.
Comprising of various Steps, the fundamentals of advertising can be broken down to 8 steps. Followed by an intense customer & competitor analysis, the STP strategies are set which becomes the foundation of the Advertising Campaign.
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This slide deck describes how to conduct market research to identify potential customers, test product concepts and value propositions, and pricing. Do research to answer key questions for new product market success: 1) who are your customers, 2) what is your value proposition and what are customers willing to pay; 3) how will you win customers and retain them at a profitable rate? Once you have answered these questions, you are on your way to a successful customer discovery and development process.
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Join Optimizely’s lead strategy consultant, Alek Toumert, to understand how to experiment and optimize throughout the checkout flow.
Consumer’s expectations have been rapidly changing, and the checkout process is one of the most important consumer engagement points. Experimentation can enable you to create a better checkout experience, regardless of channel. As the only experimentation platform that is PCI compliant across the board, Optimizely enables customers to experiment at any point in the customer journey.
Importing, Exporting and SourcingWhat’s this chapter aboutMalikPinckney86
Importing, Exporting and Sourcing
What’s this chapter about?
Important aspects of importing, exporting and sourcing
Key influencers for import, export and sourcing decisions
Multinational vs. Global Strategy
Companies engaged in international business activities can approach the market using either a multinational or a global strategy.
Export selling vs. Export marketing
Multinational strategy
A strategy of adapting products and their marketing strategies in each national market to suit local preferences.
Global strategy
A strategy of offering the same products using the same marketing strategy in all national markets.
Benefits and Drawbacks
Multinational strategy
Benefits
Drawbacks
Global strategy
Benefits
Drawbacks
Monitor and respond quickly to changes in buyer preferences
Inability to exploit scale economies
Costs savings from scale economies
Knowledge sharing
Only simple modifications to product features can be implemented
The Exporter “Must Do” List
Gain in depth understanding of the target market.
Conduct marketing research and identify market potential.
Make strategic decisions concerning 4Ps (marketing mix).
Expanding the “Must Do” List
Logistics
Packaging, transportation, etc.
Legal Procedures
Contracts, customs procedures, tariffs, etc.
After-sales service
Product discontinuation, parts availability, product repair, etc.
Sales Promotions
Advertising
Foreign Market Intelligence
Competition
Government Influence on Trade
Governments have long intervened in the trade of goods and services for political, economic and cultural reasons.
Encouraging Exports
Subsidies, tax breaks, export financing, etc.
Discouraging Imports
Tariffs, quotas, embargo, local content requirements, etc.
Encouraging Exports (Example)
Encouraging Exports (Example)
Discouraging Imports
Can you think of examples?
Sourcing
What is sourcing?
What makes it so important?
In class discussion!
Factors that Affect Sourcing
Factory costs and conditions (land, labor, etc.)
Logistics
Infrastructure
Political risk
Exchange rates / currency convertibility
On Wednesday
Licensing, Investment, and Strategic Alliances (Part 1)
Segmenting, Targeting and Positioning
What’s this chapter about?
Important aspects of STP marketing
STP Marketing
Segmenting
Dividing a market based on demographics, lifestyles, behavioral measures etc.
Targeting
Selecting the most appropriate market(s)
Positioning
Target marketing messages using the 4Ps
Market Segmentation
Market segmentation is the division of consumer markets into meaningful and distinct groups.
Why is Market Segmentation important?
Marketers can better define consumer needs.
Decision makers can define objectives and allocate resources accurately.
Competitive advantage.
Segmentation Base …
is a group of characteristics that is used to assign segment members.
Demographics
Psychographics
Needs
Behavioral
Demographic ...
Discussion 1This week of assigned reading of the course market.docxcharlieppalmer35273
Discussion 1
This week of assigned reading of the course marketing management mainly focused on brands. It effectively discussed the marketing framework that includes key topics such as 5Cs, STP, and 4Ps. I found these concepts presented in this week of reading interest because they provide an effective focus on the brand of a firm, understand the brand image of a firm and undertake significant actions to control the risks and promote the brand recognition of a firm. It offers effective focus into the customers of a firm, company, understands the context, collaborations, and competitors of a firm (Iacobucci, 2016). It also offers to focus on the segmentation of customers, targeting and positioning, product price, and place and develop effective strategies to promote the products and enhance the brand reputation of a firm and achieve good results. It also tells the importance of a brand for the company and the different types of functions the brands serve and associations and the various types of brand strategies. It helps to gain significant knowledge into various brands and develop effective strategies to promote the brand and increase the sales of goods and services of a firm effectively and assess the quality of a brand effectively. It is noticed that the brand is a portfolio of qualities that are linked with the name of a brand. It invokes the images of the brand and enables the company to promote the brand and control the image of a brand in the marketplace. It also helps to shape a product and package, make the color and symbol of the brand logo of a firm, and reflect the products and service offerings of a firm effectively. The marketer selects the name of a brand to increase the benefits and increase communication with the customers. The brands of a firm can be local, global, co branded. It offered effective insight into the personalities of a brand, experiences of a brand affective, behavioral and intellectual, communities and strategies, and extensions. These help to gain effective knowledge into brand strategies and develop effective tactics and promote brand well.
Based on the observation of methodology following by Inter brand to evaluate the brands offering by it is effective. It is following forward methodology and offering both the local and global brands to serve customers well (Interbrand, 2020). I will improve the brand of a firm by identifying the key weaknesses in the brand, identifying personalities, customer views and services, and developing effective brand strategies. One of my favorite brands is Apple because the strategies following it are effective and reflect the products and services of it and provides benefits for the customer. The brand I hate is Redmi. The main reason I hate this brand is that methodology and strategies followed by this brand are not helpful for the customers and quality is not good.
References:
Iacobucci, D. (2016). Marketing Management. Cengage Learning.
Discussion 2
In today’s busines.
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Mantener una discusión del tema digital dentro del marco estrictamente de un medio de comunicación, sería continuar conscientemente enajenado de la realidad actual. Digital no es una evolución en las estrategias de comunicación, es una evolución social. Al menos así lo establecieron los oradores invitados Carolina Bernal, IMS Social, directora de Ventas de Twitter Latam, Osvaldo Pavéz Shlog, director regional Digital Latam de McCann Universal y Rubén Rodríguez, vicepresidente de Estrategias Digitales de McCann San Juan durante el SME Power Lunch que llevó a cabo la Asociación de Ejecutivos de Ventas y Mercadeo, SME por sus siglas en inglés, ante cientos de profesionales.
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SME Estudio Marcas que Marcan 2012
1.
2. Is your Brand in the MIND of the consumers?
The SME offers your company the opportunity to know
if your brand is among the ones that people remember
and value the most through the new and improved
2012 Brand Study Marcas que Marcan.
3. IMPROVEMENTS to the 2012 SME Brand Studies
• More interviews for a larger sample per category
• The addition of a qualitative study
• Measurement of the impact of brands in Social Media through
the new study: La Marca Enredada
• Findings presented by industry / category
4. Also INCLUDED in Marcas que Marcan
• The participation of more than one brand per category
• The opportunity to include up to 2 questions about your brand (for your
eyes only)
• Measurement of WOM in the past 3 months
• Aperture to recommend the brand slogans association
• Future intention to purchase
• Drivers for decisional process
• Level of satisfaction with the brand
• Psychographic Profile
5. QUALITATIVE Study Methodology for Marcas que Marcan
• Four (4) focus groups among men and women
from the San Juan metro extended area, ages
18 and up, belonging to a SEL B (wide) and
with an annual household income between
$25,000 and $60,000.
• This methodology will help provide the
WHY’s to the answers obtained from the
quantitative data gathered.
This is a new addition to Marcas que Marcan
6. QUANTITATIVE Study Methodology & Sample Design
Personal survey in two stages:
First stage:
Second stage:
• Sample island wide, 7 regions, random
• Once the impact of users per
stratification, with randomized selected
category is determined, additional
sample units.
interviews are conducted for a
• 1,350 interviews with people of 18 years minimum of respondents in each
or more, representing Puerto Rico's category up to a maximum
population per age, gender, income level sampling close to + 5%.
and region. (12-17 years will be included per
request of customers in their category)
• Maximum sampling error less than 3%
7. QUANTITATIVE Methodology: Data Collection
Information as of May 2012
• The research instrument consists of a
questionnaire of open and close ended
questions, which is validated through pilot
testing.
• The questionnaire will be provided
through personal interviews in areas of
concentration
• Aleatory sample of a minimum of 300
interviews per category
8. Information ANALYSIS
The data analysis will be performed using the
statistical program StatPac.
In addition to obtaining the frequencies and
crossings per categories, further statistical tests
will be performed to corroborate whether the
differences observed in some variables are due to
the association between them and demographics
such as gender and age, among others.
9. What you need to know about the brands with results
segmented by industry or category
• The one without which I can not live
• The most innovative
• The most fun
• The most active
• The most prestigious
• The one that represents the best value for my money
• The most reliable; it never fails
• The most loved
10. Sample of QUESTIONS
Advertising RECALL Measurement of ATRIBUTES
WOM Measurement
I will mention a series of
names of products or services Of the following attributes that I
and would like that you tell will mention, what are the three
me if you remember having In the past three (3) most important to you when
seen or heard any months, a relative, choosing a ________?
advertisement or commercial friend or acquaintance The brand with the best
for that type of service or has talked about the customer service []
product in the past month. If The brand with the best quality
following services or
you have seen them, I like of products or services []
products? The brand that represents the
that you please tell me what
brand or brands, through best value per money []
which media it was, what do Cheapest brand []
you recall and how much you Socially responsible brand [ ]
liked or disliked this message, The brand that reflects your
using a scale where 5 means a lifestyle and personality []
lot and 1 means nothing. The brand you can trust []
11. Sample of QUESTIONS
Use & SATISFACTION Future Intention of TRENDS
PURCHASE
Could you tell me the brand I will read a number of trends or
and model of vehicles that you How likely or unlikely would situations that might be happening
have at home? it be that the next time you in Puerto Rico, and I would like
are selecting a financial you to tell me the 5 with whom
How satisfied or dissatisfied you institution for a product or you most identify.
feel with your car now? Would service, you select [______]?
say that you feel ... • Working from home
• To do transactions and shopping
Are you considering purchasing How likely or unlikely would online / mobile
a new or used vehicle in the it be that the next time • Exercising or playing sports
next year? someone asks for a financial • Activities like yoga, meditation
institution you would and others related to wellbeing
How often do you change your recommend [______]? • Esthetic treatments
vehicle? ______ years • To have social interaction pages
• Joining social causes and / or
environmental
12. New Study La Marca Enredada*
• This is a new SME Study that will measure the impact of Social Media in Brands
by analyzing how brands are perceived by Social Media users in Puerto Rico
• It will include general questions about brands and sections divided by product
categories such as: beverages, banks, telecommunications, cars, food, electronics,
universities and health care insurance, among others (categories will be determined by
the type of companies that buy the study before April 25th)
• The study will be conducted online using Social
Media platforms
• The study will include next steps general
recommendations for Brands
• Companies can include one (1) question about
their brand if their participation is confirmed
before April 25th (For your eyes only)
* This is a separate study from Marcas que Marcan.
14. Studies CALENDAR
Decision to participate: April 25, 2012
50% Deposit & 2 questions about your product / service: April 30, 2012
Validation Pilot: May 4, 2011
Field work: May
Results Analysis: June
Final balance payment to SME: June 22th, 2012
Results presentation: June 26th, 2012
Individual presentations to companies: Starting July 9th
15. INVESTMENT Options per Study
ALL INCLUSIVE OFFER: Marcas que Marcan SME General
Quantitative & Qualitative Study with 2 questions Members Public
about your brand; plus La Marca Enredada Study with 1
question about your brand. * $8,500 $9,000
SME General
Marcas que Marcan Quantitative & Qualitative Members Public
Study with 2 questions about your brand *
$7,500 $8,000
SME General
La Marca Enredada Study with 1 question about
Members Public
your brand in social media. (Includes 2 tickets for the
study presentation) $1,500 $2,000
* Includes 4 tickets to the presentation of the study event on Wednesday, June 26, 2012
16. 2012 Marcas que Marcan Organizing Committee
Chairman:
• Edwin Aquino, Custom Research Center Inc.
Volunteers:
• Iris Morales, Custom Research Center Inc.
• Luis Rodríguez Báez, Estudios Técnicos
• Marisol Lugo, Lighthouse Market Intelligence, Inc.
• Pebbles Guadalupe, In Q
• Eddie Pérez, Puerto Rico Tourism Co.
INFORMATION
eaquino@customresearchpr.com
maria.elena@smepr.org • karina@smepr.org • 787-773-5088