Stimulus And Brand Selection

The first two hypotheses of this study are related to the effect of brand attitude and brand attachment on the behavioral intention. Figure 5.11 presents the structural model of the direct effect

Quantitative, qualitative, cognitive and technical research methods were used. To organise gathered information as clearly as possible, a pragmatic research methodology was employed.

The research conducted by Cory McAllister, proved to be foundational for this study in that it helped to provide interest in studying product use and purchasing.

brand which buyers can identify with (Chitty et al. 2012). This methodology is basic as there is little separation between the real item components of Coke Zero and its immediate rivals.

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.

The idea behind this study is of great significance because e-commerce (online shopping) has grown tremendously since the turn of the century. It has shaped the way people do shopping for the most part.

Cue Utilisation in Consumer Behaviour Research Cues are used by people when forming beliefs about objects which, in turn, influence their behaviour with respect to those objects. A cue is defined as a characteristic or dimension, external to a person, that can be encoded and used to categorise a stimulus object (Schellinck, 1983). Some examples are colour, size, price, brand name and country of origin. Any object can be associated with numerous potential cues, the perception and interpretation of which will differ among individuals and situations. Thus, it is essential to devise some means to categorise and describe cues such that the determinants of choice among the different types of cues can be studied. Consumer behaviour is one field which has dealt with cues in a context relevant for the purpose of this study. Cues and their properties have been recognised by consumer behaviour researchers albeit under different labels. Originally Cox (1962) suggested a conceptual cue model consisting of two cognitive dimensions: cue predictive value and cue confidence value. In an extension of this work Olson (1972) developed a comprehensive cue model whereby any

This chapter consists of the methodology, which is the process by which the proposed solution will be tested. An explanation of the adopted philosophy, approach, strategy and research design, data collection and analysis methods, ethics and limitations of the research are outlined.

To give the better understanding on the factors involve, the author sums the research up well by classified the factors into three category

The Stimulus consist the six P’s of marketing which are price, product, payment, place, packaging, and promotion while the Organism is referred to as the consumer or potential customer which could also be referred to as the black box and lastly, Response is a behavior. Therefore, S-O-R deals with how an organism (consumer) reacts to a stimulus.

The intent of this analysis is to evaluate the buying processes for a recently purchased high and low involvement product. The high involvement product is a new Honda Accord and the low involvement product is a hamburger purchased for lunch. Using the five stages of the Purchase Decision Process as a framework, both of these purchases are evaluated. The paper concludes with recommendations as to how marketers can capitalize on the five stage model of the Purchase Decision Process.

The last couple of decades have witnessed rapid technological advancements, which have consequently caused dramatic changes in the way we live, work, and play (Peterson, Balasubramanian, & Bronnenberg, 1997). Likewise, it is little doubt that the lives of consumers and their purchase behavior have also undergone change. The advent of the Internet has been increasingly considered as a unique and interactive medium for conducting research on brand information (Porter, 2001; Steckel et al., 2005). For example, imagine that Joe's cell phone recently stopped working and now, Joe is in the market to buy a new phone. Joe is not quite sure which cell phone brand is the most popular and which brand is most likely to deliver what he is looking for

Strong brands influence purchase behavior (Dyson, 2016). Marketers must, therefore, focus on triggering motivating impressions amongst the consumers. Particularly, they must ensure that as consumers contact the brands, news, gossip and publicity will be inevitable (Gassmann, 2010). To achieve this, the functionality of the product should be unrivaled. Simply, product functionality is the key to brand success.

Mela, Gupa and Lehmann（1997）studied the long term influences that promotions and advertisements have on the choices of brand with empirical examples. They chose the product category of mature period, so that they can avoid the influences from the products’ own life cycle factors. They mainly focused on two problems, which is shown as below:

This section highlights the main research approaches in depth, along with their associated methods. After reviewing these methodologies in details, this section will end by selecting the most suitable approach for this research.