Shopping, a common activity conducted by almost everyone at least once a month, is such a normal subject in our everyday life, one barely puts any thoughts into the potential semiotic explanations behind it. According to the two essays, “The Signs of Shopping” and “The Science of Shopping,” Shopping has significant impacts on one’s self-identification. It is a two way straight, the consumers’ shopping styles can also influence the economic status of the retails businesses.
In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns
According to Lim, Lee, & Pedersen (2010), based on schema theory, advertising researchers have pursued to measure the effectiveness of corresponding advertisement message type and product type. It is generally recognized that watching MMA program as consuming a hedonic product. They also insisted that emotional experience play a significant role in consuming for hedonic items (e.g., watching a movie, joining exercise) since emotional thinking and sensory stimulation are mainly used with low level of cognitive thinking. The hedonic paradigm is significant since it enables individuals’ experimental traits (e.g., pleasure, excitement) to be measured to gather advanced information about the emotions which lead their consumption and consumption attitude (Hirschman and Holbrook, 1982). Among diverse experimental factors, Ladhari (2007) has revealed that pleasure and arousal are main factors and relevant with consumer behavior. Prior literatures have also demonstrated that attitude toward and response to hedonic value can be affected by pleasure and arousal (Yu¨ksel, 2007). It is also proved that pleasure and arousal have impacted on purchasing satisfaction (Machleit & Wilson, 1988) and individuals’ attitudes toward ads (Yoo & Maclnnis,
2.1 Brand Salience It has been acknowledge (Romaniuk & Sharp 2004) that Brand salience can be defined as the propensity of the brand to be thought of by buyers when they are in a buying situations. A brand awareness strategy depends on how well known the brand is, Brand Salience is forming image to refresh their memory about the brands that can linked to consumer mind as well as the quantity and quality of the cue to brand links (Olson & Peter 2005), it is very important that consumer can connect to their mind as many cues as possible . The level of consumers’ brand awareness necessary to induce purchase varies depending on how and where they make their purchase decision for that product category or form. The brand attitude is focus on evaluating the brand, according to Schiffman and Kanuk (2007) “attitudes are relevant to purchase behavior are formed as a result of direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the internet, and various forms of direct marketing”
All in all, the researchers predicted that there is a positive relationship between pleasure and brand recognition. The researchers conducted a quasi-experimental approach, which means the researchers do not have full control over the experimental stimuli, which is a good approach when analyzing behaviors. They tracked the correlation between engagement and memory after showing the product placement. Their participants were 166 high school students in Sydney, Australia, ages 14-16 who were heavy movie watchers. They showed the participants the movie Legally Blonde, which had twenty-two product placements within the movie followed by a post questionnaire. The questions simply asked if they noticed any of the products in the movie with yes/ no/not sure as the options for them to answer. For their engagement test, they utilized Mehrabian and Russell’s pleasure, arousal, dominance scale, which measured pleasantness versus unpleasantness and positive versus negative feelings. Their results concluded that pleasure has a significant, positive relationship with brand recognition. The analysis indicates that when all levels of engagement are present, which includes pleasure, arousal, and cognitive effort, brand recognitions reaches the highest
First of all, a strong brand can be seen as the condition for organisations to expand products, offer more service, and introduce new products (Chernatony and McDonald, 2003). Secondly, a strong brand can lead to growth marketing communication effectiveness (Keller, 2009). ‘To build a strong brand, the right knowledge structures must exist in the minds of actual or prospective customers so that they respond positively to marketing activities and programs in these different ways.’(Keller, 2003, p. 140) Furthermore, Kay (2005) asserted that the strong brand can be seen as a resource of management, which make brand extension easier and useful to build distribution network. Companies are not treated by the intermediaries (Chernatony and McDonald, 2003). Moreover, companies are comparatively easier to change price if they have strong brands. As Henderson, et al (2003) said, a strong brand can allow for premium pricing even still remain loyalty customers, which help companies to survive in the intensive competitive market.
Introduction Consumer behaviour is defined as the behaviour that consumers undertake in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs (Nayeem 2012). Different consumer may have different choices in purchase that is dependent on various influences. High involvement purchase sets the best example of engaging in consumer behaviour in various aspects as complex buying behaviour occurs when the consumer is highly involved with the purchase and when there are significant differences between brands. This behaviour can be associated with the purchase of a something significant in value and meaning to consumer which could be risky (Tanner 2012). High
INTRODUCTION 1522 This report will explore two different organisations and how consumers react to their two marketing communication e.g. M&S’s TV advertising and Primark’s main website. The reasons for choosing these organisations is because they are well-known brands with different key target demographics. Pricing for their products are generally at opposite ends of the scale and both organisations use unique styles for advertising. Furthermore, it will understand both organisation’s psychological approaches to its customers. This is important because it can help businesses gain an understanding of how consumers value their products and how to further increase this in the future. (Butler, 2013). The key message the M&S and Primark advertisers wish to communicate is that both organisations will provide everything consumers need for the perfect Christmas(Schiffman, 2004).
Consumer behavior consists of studying buyer’s trends and the processes they use to choose, consume, and dispose of products and services. A more in-depth definition will also include how that process affects the world. Consumer behavior incorporates ideas from several sciences, including psychology, biology, chemistry, and economics. Mood of the consumer can affect buying habits. The line between an emotion and mood is frequently difficult to draw, but often by convention involves conceiving of a mood as longer lasting from a few hours up to days and lower in intensity than an emotion. Still another distinction between emotions and moods is that the former typically is intentional, that is, it has an object or referent, whereas moods are generally nonintentional and global or diffused.
(Geert Hofstede,2016) Consumer buying behavior This chapter will be describing the consumer decision making in regard the consumer buying behavior. The purchase is the only visible part of the consumer behavior; the processes that lead the consumer to the final decision of purchase are munificent in this study. The consumer buying behavior as a part of the marketing strategy lead the main objective to learn the way how the individuals, groups or organizations choose, by using and disposing the goods and the factors: for example the previous buying experience, taste, price and branding on which the consumers base their purchasing decisions (Kotler and Keller, 2012).
The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.
In business terms marketing is concerned with satisfying the customers’ needs and wants. To decide these needs and wants, consumer behavior must be examined and decided. Marketing’s point is to direct and shape consumer behavior. Consumer Behavior Consumer behavior is an elaborate part of marketing, without it marketing
The promotional strategy has become an Researchers in marketing have studied about consumer behaviour what they like, what they purchase, what makes them happy, how they behave and how they consume products. Promotional activities will give clear and accurate picture to consumers about the goods and services of the organisation. Promotions include three purchase dimensions which describe purchase strategy of consumers’ which was described by Blattberg, Peacock, and Sen (1976, 1978) i.e. Brand equity, Brand Loyalty and price sensitivity. Different companies use different promotion activities based on consumer’s behaviour.
I. INTRODUCTION • Branding is a plan for earning product reputation and for making sure that the world knows about it and believes in it too. • “Branding is the process by which companies distinguish their product offerings from the competition. Brands are created by creating a distinctive name, packaging and design.” (Egan & Thomas,
“There is a direct company-customer contact-based relationship.”(Moores, 1986) This experience helps hotels achieve distinction against competitors. But at the same time “the communicated value proposition of the brand has to be clear-cut so that potential guests are able to identify the advantage of a hotel in comparison to its competitors” (Daun and Klinger, Delivering the message, 2006).Apart from communication through words, pictures and logos should also be redesigned in order to make an everlasting connection with the guest.