Consumer Perception Towards Brand Choice

Research on brand origin and perceived value. D 'Antone and Merunka (2015) found that brand origin (BO) inferences influence brand meanings and consumers rely on impoverished forms of origin-related brand exemplars when BO is unclear. They argued that including

Customer’s perception about the particular product is defined as a brand image. In recent days, building a strong brand has been proved to bring financial rewards to organization and becomes a top priority. It is regarded as hard core of any products and services, from small fruit juice shop to multinational organizations. The food manufacturing companies

National brands benefit from brand equity and image through their extensive advertising and brand image. Marketing activities can influence the brand image however through pricing and promotions, jingles, slogans and 14 much more. The lower prices of store brands can either be viewed as a competitive advantage or ultimately be associated with lower quality. Brand Loyalty and Store loyalty have an influence on brand purchase choice. Many consumers have loyalty towards certain brands or products and this can be down to their habits and therefore tend to make habitual purchases i.e. purchasing what they always have. Previous research also states that store image also has a major influence on the purchasing behavior of consumers stating that if a store has a nice image and atmosphere then consumers will purchase more of their store brands. Research has also indicated that packaging can be a major influence in purchasing decisions especially at point of purchase and that many store brands try to mimic the packaging of national

When given a choice between a pair of Prada shoes or a pair of Puma shoes, consumers are aware that both products will provide sufficient comfort and protection to their feet. Yet, when asked in a recent visual survey, which shoe they would choose to buy, 76% of people chose the Prada brand shoe (Appendix p. 7). Given that both shoes can achieve the same purpose, one asks why have so many people chosen that particular brand of shoe over the other? When contemplating the alternative brands of each shoe, it could be suggested that effective branding has enticed consumers to prefer the Prada shoe? The following essay will discuss how branding influences consumers luxury fashion choices.

Nowadays people have a lifestyle which is demanding. They do not have time for a moment

Marketing across culture is one of the biggest issues which multinational companies have been confronting nowadays. Since marketing is an important factor for the propagation of a particular product or company, marketing plan should also be effective simultaneously. Every organization has to pay attention towards all the aspects which can make a marketing plan successful and ethical aspect is one of them. Since global marketing is a complex process, ethical issues like cultural diversity is one of the major reasons that can

McCort, D. J., & Malhorta, N. K. (1993). Culture and consumer behaviour: Toward and understanding of cross-culture consumer behaviour in international marketing, Journal of International Consumer Marketing, 6, 91-127.

When going global, and in order to succeed in international business, understanding consumer behaviours based on their values and perception of other countries is key for implementing a proper winning marketing strategy. Cultural dimensions help managers and multinational companies respond effectively and positively to values and behaviours that shape a given nation and that might be completely different from the way an organization is accustomed to behave in its country of provenance. McDonalds represents a suitable model of multinational companies that succeeded in translating cultural differences into their products, marketing efforts and practices. In Morocco, McDonalds serves “Halal” options that go in line with the predominant Muslim community, whereas in France you can order wine with your meal, and in a different context, the company banned beef products in India because of the taboo around it and introduced vegetarian alternatives that suit the populations’ preferences and tastes.

The role of culture and consumer behavior in shaping marketing strategies is explored in the research. The research design includes a secondary literature review as well as primary research using a survey sample size of 30 individuals. The research provides a significant account of the factors influencing cultures, differences between UAE and UK culture. The motives of consumption are also investigated through review of secondary literature and analysis of survey results. The relevance of consumer behaviors with regards to strategy formulation for marketing is also discussed. Finally it is concluded that corporations develop their marketing strategies according to the cultures and target market attributes.

RESEARCH FOCUS: The focus of this research is to identify the influences while making purchase decisions of a luxury item and to what extent people use brand awareness in choosing brands. The aim is to understand the interpretations of brand and cultural associations. This chapter provides an

With the advent of new communications technology and more cost effective travel; the markets of the world have become more aware of different products and processes. As a result of this awareness, there are segments in each market that have had similar experiences and thus have common needs(Cateora, P., Gilly, M., & Graham, J.). These common needs are often described as a demand for high quality, reasonably priced, standardized products. There is a strong feeling that within each country’s market there is a growing segment that has been exposed to ideas from around the world and thus have had their tastes and perceived needs affected(Cateora, P., Gilly, M., & Graham, J.).

This study is an attempt to fill the gaps identified in the available literature on the association of stimulus and brand selection. The present study measured the stimulus and its impact on brand selection or purchase decision in the Indian online retail. To assess this relationship, different models have been designed to investigate and measure the stimulus. For investigation purposes, a qualitative model has been developed and presented in Chapters earlier. This model prioritized the various factors of stimulus in context of the online retail.

To be an effective marketer, one must acknowledge that cultures may vary drastically around the world, and that marketing strategies must be adjusted accordingly. Hofstede’s framework of cultural dimensions helps us understand international values and beliefs by analyzing power distance, individualism, masculinity, uncertainty avoidance, long term orientation, and indulgence. The company that I have chosen to analyze is Nivea and its commercials regarding their body lotions targeted to women in the United Kingdom and India. A comparative analysis between these two commercials reveal the cultural differences and marketing strategies that Nivea adopted to sell its products in these two different markets.

This study emphasizes cultural differences of consumer behavior in the international market place. This study will evaluate the consumer behavior and purchasing decisions. Consumer behavior as it related to emotional and cognitive consumer reactions. Cross cultural differences as they are related to emotional responses, attitude, behavior, the impact and the response in the international market place. How domestic products and their branding is viewed and the effects of product branding in the international

Especially for the market as far as the present study is concerned. It will analyze what impact domestic products and imported has on brand preference. Thai is if Namibian consumers are willing to purchase imported products or domestic products. This study will also serve as source and guidance for future research, not only Namibian retailers as well as the two accompanying companies may also benefit strategically for their products. Conducting this research will also benefit me as a researcher as I will also gain some knowledge regarding ethnocentrism of Namibian dairy consumers.