Marketing Of Brand And Consumer Buying Behavior

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

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”

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

This essay is established in the purchase intention of consumers, from which to explore consumer brand awareness, and then

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

The article is explained according to three important perspectives that is from the view point of the practitioner, the consumer and the scholar. A major point in branding is the brand image. In conclusion it explain how the brand is considered as the core of marketing and how everything evolves around the brand within the company.

much influenced by the brand name of the cars. There are too many brands of car which tend to give more choices to the customers to choose from. Brand recognition is the area to which a brand is accepted for stated brand choice factors. The technique used to analyze brand choice factors is factor analysis. It focused on brand choice factors of respondents. Major variables that determine the brand selection are presented for further factor analysis and ANOVA is used in order to analyses the factors For that, first correlation matrix is formed to find the appropriateness of factor model by checking whether such correlated variables exists or not. The 14 variables/factors used (In first row) in the correlation matrix are represented by the

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).

This research investigates the impact of Brand Loyalty on consumer preference. Independent Variables selected for this research were Brand Image, Brand quality, Brand perception to explore the impact of these independent variables on Consumer preference (Dependent variable). For this purpose, Primary research has been conducted. The questionnaire survey for this research study was administered among the population mainly at the different Universities. For this research study, a sample size of 250 respondents has been taken into consideration. University students constitute the sample for this research study using random sampling (non-probabilistic) used as a sampling

Different authors have given many ideas, perceptions about those factors according to their experiences. Henceforth, an explanation about each factor and the relationship of each factor with the brand loyalty based on prior studies can be shown as

The overall purpose of this report is to come across the challenges of understanding the consumer and how an understanding of consumers is a key input into the development of an effective and efficient marketing mix strategy. How and in what ways marketing and consumer behaviour theories influence (or influenced) decision making process for a product. This report serves a set of factors and influences that effect the consumer buying behaviour in different products. It contains the purchases for one week in a matrix and can be useful to the marketers to analyse the consumer buying behaviour and the needs and preferences of the consumer when purchasing a product. This report can also help the marketers to plan their marketing strategy in the best way that consumers and the companies get benefited. The marketers can analyse a product in view of the consumers who are the ultimate users of the product. Analysing this report gives them a view of new strategies for their product to be successful in the market.

Modern marketing management works hard to resolve the common problems of consumption of products. The study of consumer behavior is therefore very significant in marketing in ensuring survivability of the firm. There is a lot of rivalry in every industry, and the company needs to be very innovative and recognize the latest tastes and the need for the consumers. The information gained in studying consumer behavior can be extremely crucial in helping to exploit the available market opportunities. This report analyzes the consumer behavior using two fashion apparel brands, Gucci and Gap. Gucci and Gap are international companies with their bases in different countries and continents. They have both been ranked in Forbes Global 2000 list of largest companies worldwide. The market segment of the two companies is different with Gucci targeting the wealthy folks (including children, youth and old people) and Gap targeting twenty-five to thirty-five middle-class consumer. Due to the difference in the nature of the products sold by the two brands, their consumers portray different kind of behavior. These different behaviors provide the fantastic scenario to analyze and understand consumer behavior.

1. Consumers are often` confronted with incomplete information. How do consumers deal with incomplete information for (a) attribute values (b) brands? (give examples)

In the modern society brands not only signify the product or company but also have a strong relationship with perceived quality, consumers’ life style, social class, taste etc. The motivation behind this study is to frame a more profound thought of what impact a brand name can have, when individuals go for buying, pick the items between various brands, particularly private vehicle like car. Furthermore, this concentrate additionally tries to investigate the connection between various brand items and the purchaser basic leadership process. This study has been conducted through literature study as well as questionnaire directed survey. Simple random sampling procedure has been used to determine sampling frame and size and a convenience sample of sixty respondents of different age groups, income and occupation have been considered for the survey. The collected data were analysed to comply with the objectives and also to draw conclusions. From the study it is discovered that when consumer purchases a car, brand names do effect his/her choice. The study also reveals that branded cars have a excessive place in consumer mind, when customers go for purchasing a car; they prefer to purchase a familiar branded car. Customers would prefer not to attempt new or obscure marked cars in light of the fact that they have very little data about the slighter known brand.

Consumer shopping preference and behavior have a huge effect on the marketing share and benefit. Studying their shopping orientation is helpful in understanding and targeting the costumer; it could be analyzed based on their reaction on certain brands or products. In the demographic information in all class levels of college students 77.8% are female, 22.2% are male. In addition, 63% said their parents paid for them. (Bahng, Kincade, & Yang, 2013). Buying a product of a certain brand is more than just buying a product; that product is a symbol of that brand assigning a different meaning of the product. A brand develops over time. When you buy a product the value of the brand is more than the product. It communicates with people non-verbally. People will receive that message clearly and understand your social status just based on the brand you choose to purchase. In total 320 respondents are participated with the age group of 15-40, which included 162 males and 158 females (Rajput, Kesharwani, &Khanna, 2012). With greater affluence, the children have more opinion about their appearance when it comes to shopping. They are making their own decisions by asking their parents to buy certain brands or specific products based on their self conception. A little over half of the participants are age from 30-34, about 46% were housewives, and more than 43% of the interviewees household income level was