Effect of branding on consumer purchase decision literature review
Learned behaviors of the customers make them to choose a product as a habit and test them and fix to a particular product and this type of attitude can be observed with the customers while choosing a newspaper. Thus there are different factors that decide the buying behavior of the customers and the impact of branding on the purchasing behavior of the customers.
Following are the aims and objectives of this project. In general customers maintain a good relation with a particular brand always and they always notify the product with the well known logos. Estimating the buying behavior of the customers of a particular country is really tedious job and cross culture issues also play a vital role in deciding the internal buying behavior of the customers.
Most of the customers come under the category of emotional behavior attitude and they always have an emotional bond to an age old product and never try to choose any other good quality or better product. Marketing that highlights the personality of the brand rather than product features or pricing speaks to those consumers more clearly, which can lead to greater brand championing and sales.
Qualitative research methodology is used to do this research and a case study based approach is used to gather the required information. Customer behavior towards branding is always an important research area to be focused and many research scholars have explained the concept of customer behavior in different aspects. How to Sell High-Ticket Products. Once they get the enough knowledge on the market and the product, the actual choice to purchase or not is made across them.
About the Author A writer since , Christian Fisher is an author specializing in personal empowerment and professional success. If a famous brand comes up with a new or upgraded version of their product, they need to focus on many aspects to take the product to the customers and follows different strategies to market the product and in most of the cases; they are successful in using their brand value rather than other marketing strategies.
Rational behavior of the customers makes them to choose a product based on the requirements and always think what the market actually offers for a particular product.
Branding has a great influence of the purchasing behavior of the customers and there is lot of research done in this area. The effect of a brand that provides downloadable and interactive information on a category that its products fall under is that consumers begin to talk back to the brand by providing feedback, offering their own information and caring about the brand enough to support it and keep it on top.
Peer Influence For many consumers, when their family members or friends have adopted and trusted a brand, they are more likely to trust that brand as well and extend that trust to all products made by that brand, suggests a study by Rajdeep Grewal of Penn State's Smeal College of Business. In most of the cases, the purchasing behavior of the customers depends on the cultural environment from which they are brought up and even there are many other factors that influence the attitude of the customers to choose a particular product always and few of them are as listed below.
Branding plays a vital role in determining the purchasing behavior of the customers across the world and each and every customer has a specific list of reasons to choose or not to choose a particular brand. Few customers are selected from the two supermarkets in London to gather the required information. Customers can be categorized based on their choice when buying a new product for the first time and few customers always like to take an experiments and rest of the customers follow the decision of the first category customers.
Secondary source of information is also used in this research and mainly gathered from different published articles, books, journals and websites as given the source section of this proposal. Digital interaction via smartphone apps allows marketers to build deeper connections with consumers than ever before.
Following are the research objectives. The decision process holds five key steps and in most of the cases, all these steps are not followed by the customers and that too during the purchase of daily commodities, where the customers skip the search information and evaluation phase in general. In simple words branding can be defined as the strategies followed by a company to attract the target customers through different means of marketing techniques like ads and logos and try to maintain a great and long lasting relationship with the customers all the time.
Since , he has also helped launch businesses including a music licensing company and a music school. According to , the decision process in choosing a brand for a product by a customer has different steps like recognizing the need, search for the required information, evaluating the results, decision towards a particular product and post purchase behavior. These five stages are passed by a customer when they are making the purchase for the first time and if they successfully pass the five steps and even satisfied with the post purchase attitude, the corresponding customer develops a positive corner towards a particular brand and try to be in the same corner always.
Customer behavior can be broadly categorized in to two different types like cognitive and experience oriented. Involvement of the customer during the purchase period also plays a vital in deciding the brand and in most of the cases, the level of involvement shown by the customers when buying a big product is not shown in case of smaller ones.
Social behavior of the customers make them to choose a particular product based on the social environment they are living and always depends on the opinion of other people while choosing a product. Consumers then can begin to see a part of themselves symbolized by the brand. All these steps are really common in most of the customers and the market search plays a vital role in decision of a particular brand for a particular product.
Advertisements depict lifestyles and levels of happiness that consumers want to experience, and those serve as symbols of what marketers want their brands to represent. Semi structured interviews are used primary source of data and the opinion gathered from different respondent like customers and store managers in the research process is used to analyze the research hypothesis. Both these two terms are interrelated and many theories are proposed towards this concept.
From to , he wrote true stories of human triumph for "Woman's World" magazine. In Search of Brand Image: Experienced behavior of the customers always has an emotional attitude to a particular product and always chooses the product irrespective of the new arrivals. A research sample size of around 5 to 6 customers is chosen in this project and the opinion from them is used as the primary source of information.
Their preferences are fixed towards a particular product and always purchase the same product until unless the quality of the product is degraded. The ultimate effect of a brand on consumer behavior is largely based on how consumers subjectively perceive and relate to the brand.
The main aim of this project is to investigate and critically review the impact of changes in brand positioning on the consumer purchasing behavior. For example, the study found that an informational app sponsored by Target that offered product reviews proved to have more impact on consumer behavior and brand favorability than a game app sponsored by Gap. A writer since , Christian Fisher is an author specializing in personal empowerment and professional success.
To investigate and critically review the impact of brand positing and changes to the current brand positioning on the purchasing behavior of the customers against different products.
The App Effect Digital interaction via smartphone apps allows marketers to build deeper connections with consumers than ever before. For many consumers, when their family members or friends have adopted and trusted a brand, they are more likely to trust that brand as well and extend that trust to all products made by that brand, suggests a study by Rajdeep Grewal of Penn State's Smeal College of Business.
Thus there are different driving factors that make the customers to develop their attitude towards choosing a particular brand always across their purchase.