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Consumer Behavior And Brand Equity Marketing Essay

Keeping because the opportunity of the study, this section provides a thorough understanding of consumer habit and brand equity, both these principles are discussed independently to elaborate the facts and the section eventually ends up with conversation about the connection between the two concepts by seeking research from existing books.

An area of interest for both economists and marketing scholars and experts, consumer patterns has been an issue appealing for a while (Sigurdsson, Larsen and Gunnarsson, 2010). There were offered many theoretical models and ideas of consumer action by a number of scholars which is not unconventional to estimate that consumer action does not have a single explanation. Kotler and Keller (2009, p. 151) identified consumer tendencies as the procedure of studying the procedure through which customers, individual or teams, make options while purchasing. Another classification of consumer behavior as provided by Belch and Belch (2004) reveals pretty much same view as that of Kotler and Keller (2009) in these words: "the process and activities people engage in when searching, selecting, purchasing, using, evaluating and losing product and services in order to gratify their needs and desire" (Belch and Belch, 2004). If one analyses all these definitions, it becomes obvious that consumer patterns is a couple of factors and techniques that make a consumer buy one product or service and make him like one commodity or service in the other. The process is of vital importance to the organizations as all the modern organizations place consumer at the guts of these working and the concentration of all operations as well as enhancements is to maximize the value for consumer.

There are quoted lots of factors which impact the decision making among consumers, which contributes to the consumer patterns in broad conditions. These factors are well recognized in the buyer behavior literature. The three major types of factors affecting consumer habit include demographic factors, such as years, gender, location, ethnicity, marital position and faith of the buyer; psychographic factors such as locus of control, need for significant others, pressure from sociable groups, flavor and tastes and conformity with peers and environmental factors. Environmentally friendly factors include information about the product, experience from past purchases, marketing mix of the product, closeness of the merchandise, packaging and recognized value etc. These factors not only have an impact on the consumer action bout a specific product but also influence the goodwill of the product series as well as the business. When looking at it through the perspective of consumer, the post sales services are a major factor dictating the consumer tendencies and brand devotion.

Ugala (2001) classified the process of earning acquisitions by customers into two types based on information and experience. Another classification of consumer tendencies was provided by Dalqvist and Linde (2002) who grouped the buying action of consumers into four types, including rational, conscious, sociable and unconscious consumer tendencies. There exists a huge level of literature on consumer patterns but the majority of these studies offer the study and analysis of consumer behavior, as it pertains to brand equity, from the point of view of the organizations as they view the buyer and there is need of dealing with the issues related to consumer tendencies from the perspective of consumers themselves as well (Holehonnur et. al (2009).

Out of all conversations about consumer patterns, three modern day issues will be the e-consumer patterns, consumers'buying action towards the merchandise and services considering the environmental friendly character of service or product and the honest concerns about consumer action. With more plus more companies guaranteeing their presence on the internet, it is essential for the analysts to review the factors impacting on online purchases among the prospective market. It is also necessary to look for the factors which will make a customer to switch in one product to another due to presence of the swap on internet where purchase are a subject of only few clicks. With increasing volume of organizations and services being on internet, it is just a subject of increasing importance to consider the new measurements of marketing mixture of the products in order to appeal to and hold on to more customers.

The second concern is to consider the ethical concerns growing from the buys (both online and in offline stores). You can find raising a tone among the list of marketing and economics results in the world that what exactly are the factors which make consumers to act ethically or unethically when coming up with buying decision and exactly how these decisions are related to the ethical practices in the organizations producing the merchandise or making the service. In case of international and global organizations, the result of country of origin image also needs to be looked at when learning consumer behavior. This country of origin effect can be considered as you important adjustable in describing the results of a report like the present research which runs on the evaluation of two firms which one in of national origin as the other is of international occurrence.

The previous and the most modern issue in consumer action are to determine the level of sensitivity of consumers towards the environmental effects or aspect effects of the products and services. There is an increasing amount of research taking into account these factors into the purchase decisions of consumers. Up to now, there's a standard consensus of the scholars and experts that consequently of increased knowing of customers about the environmental issues, consumers like those products that they perceive are environmentally friendly and favor to buy from the organizations designed to use and produce in an environmentally friendly manner.

Having mentioned the relevant and important principles in consumer tendencies, the next section lays foundation of brand collateral.

2. 1. 2 Brand Equity

The word collateral identifies what an organization's owners owe to the business itself. Before dissecting the concept of brand equity, a short discourse is given in what a brand is and some relevant concepts are defined.

Where a brandname can be described in a number of ways, Kotler et al (2005, p. 549) described brand as a combo of some sign, name or a specific set of signals or titles which differentiate something brand or service from the other. Kapferer (2004) offered his views about brand proclaiming a brand is one of the major motorists of consumer behavior and contains the power to condition consumer decisions. He further explained that consumers form a internal relationship with the brand (which provides as personal information for product or service having certain unique features) and these bonds usually get stronger with the duration of time. A brandname is also representative of the material and non-material characteristics and features of your products or service as well as its producer or professional ( Parsad and Dev, 2000). Quite simply, a brand provides some value to the merchandise and makes it differentiated from other products because of this augmented value (Jones and Slater, 2003). De Chernatony and MacDonald (2003) also proved the same value addition feature of brands.

Coming back again to the discourse of brand collateral, the concept of brands equity was described by Keller (1993 p. 8) as the experiential learning a brand has to appeal to and keep its consumers. Another classification, as provided by Farquhar (1989) is the value possessed with a brand which makes it unique and unique from other products. At this point, it is essential to quote the most extensively accepted classification of brand collateral as offered by Aaker (1991). He stated a brand is "a set of brand assets and liabilities linked to a brand, its name and sign, which add to or subtract from the value provided by something or service to a company and/or to that firm's customers" (Aaker, 1991, p. 15). An research of most these definitions gives a concept that brand equity refers to all the characteristics and features of a brand. These assets of a brand may include both tangible investments, like the material resources and financial property, as well as the intangible property such nearly as good will, customer base and the learning that your brand has achieved through experience. Therefore, to be able to study the way the consumer behavior is related to the worthiness and assets a brandname has earned, it will be necessary to set up a link between the two guidelines to formulate the theoretical basis of the analysis. Another section provides only the theoretical website link between consumer action and brand equity in general. A far more concentrated and specific discussion about the relationship is given in the next area of the books review which reveals books on consumer patterns and brand collateral in services industry and particularly in fast food industry.

2. 1. 3 Consumer patterns as a function of brand collateral:

When researchers talk about consumer behaviour are a function of brand equity it explores; what consumer is perceiving about the brand? A sequential research of multiple-step to develop a multi extend consumer structured brand collateral (MBE) that has been done by Aaker (1991) & Keller (1993) in order to build up a size to evaluate that how consumers perceive any brand. The full total population taken as 1530 Americans, Korean, and Korean American participator analyzed that 12 brands out of three product section that is film for camcorders, athletic shoes, and colour television packages. The multiple steps of psychometric tests signify that the newbie brand equity range is conscientious, significant, persuasive, efficacious, and generalizable through various civilizations and product divisions. The experts have reviewed both techniques the functional implications, and the theoretical strategy of the analysis. Brand equity of consumer goods and services is very essential for marketers.

According to the (Yoo. B & Donthu. N, 2001) brand equity expedites in the strength of brand extension, and brand commencement. You'll find so many methods to measure the value of brand collateral, the examination of customer-based brand collateral that has been lacking. Create a level to measure based on customer brand equity. The customer founded brand collateral is evaluate from five important dimensions of brand collateral, image & personality, understanding, loyalty, preference, availability, and sociable image. In pragmatic checks, brands are usually have scored higher customer-based brand collateral scale extensively experienced high prices.

(Keller. K 1993) bring in an analytical model of brand collateral for the average person consumer and matching with their perspectives. In essence customer-based brand collateral is described as the distinguishing effect of brand understanding on consumer feedback about the brand to the marketplace. As the consumer is the buyer of the product and services we have to analyse what they see in their product which fulfils their need, and satisfy them through all aspects. A brandname has two views whenever we speak about consumer-based brand collateral first is positive and second is the negative aspect which consumer perceive about the brand. When the result of consumer is more (less) willingly to a phenomenon of the marketing mixture for the brand after that they are doing the same marketing blend phenomena as it pertains to give attribution to a chimerical called or unnamed version of the merchandise and services. Brand understanding is the analytical and conceptual based on the researcher when it comes to a link netting memory routine when researchers speak about two components that are brand recognition, and brand image which comes in a set of the brand connection. The customer-based brand collateral occurs when the customer is well-acquainted with the brand and also have strong unique, and private brand organizations in memory routine.

(M Geuens & B Weijters, 2009) advised to analyse the consumer mind style, which is dependant on information process of consumer perception. It's very essential for any marketer in order to understand the consumer mind. The marketer strategy should think about these processed when he makes online marketing strategy in order to get consumers. The info process and base which strategy executive make to be able to process or catch the attention of consumer they may be as follows: Exposure stage: which should give advanced of stimulus so that the idea cause consumer's brain. Attention stage: After the exposure stage, if the buyer find the idea attractive, he demonstrates his attention towards the merchandise or services. Understanding: When consumer target the product he starts to understand such as the features, and great things about the product. Engagement: After the consumer's mind understand the idea they get involved in it. Usually the involvement of early adaptors is comparatively very high whereas the involvement of Recollection: At the end of this process the consumer's brain save it in a memory. If the engagement level is high, then the information goes into the long-term recollection. If the engagement level is low the buyer is less inclined to remember it; hardly for short while.

According to the (HJ Playground, 2009) one of the basic way of measuring system that catches and wthhold the consumer atteintion in a primitive questionnaire design. This kind of questionnaire pattern express feelings regarding a particular features, and attribution of the brand and show entire experience regarding the service. The other qualitative research measurement shows to apprehend the purchase decision of the buyer that the way the consumer behaves, take purchase decison, and the factors effecting the buyer. When the market takes place to the global level with a vision and consistent global brand image all around the countries, the marketers always take ethnical issues under consideration. The researcher stress that ratio of the ethnical influence is relatively high and the problem is seriously taken into consideration as an important issue across the nations in comprehension of the buyer utilization value that also evaluate your options of consuming daily use products and services. As many of the big shots set up a persistent global brand image, therefore a benchmarked brand image strategies which generally doesn't take brand image under consideration. This study has established a analytical construction which included the ethnic value. The study is mainly centered on the difference among ethnical value, brand image, and usage value netween the South Korea, and the United condition.

2. 2 Brand collateral and Consumer patterns in junk food industry :

An empirical review measures connection characteristics, such as set size, valence, uniqueness, and origin, and examines differences between high and low equity brands on these procedures. The results show that consumer connection differences are exterior area of the product which make consumer to utilize it and make the product strong reason of sale.

It is very important to truly have a actual variety of the food in the market it is very essential to have an entire range of the meals. Need arises when there must be the demand is not fulfill or there`s too little range. A number of factor impacts the genuine size of the food. Depletion of the available supply of the product arises when a major cause change in the genuine state. Dissatisfaction can also prompted the need reputation it could also triggered by the food quality to meet expectation (Steenkamp et al. 1996).

Influences such as culture, subculture, or lifestyle tendencies, or changes in sociodemographic characteristics (e. g. , beginning of a kid) may impact in desired status in a variety of ways. Green pepper, courgette, eggplant, and other vegetables in northern Europe is, at least partially anticipated to positive experiences consumer acquired with these products as traveler in southern European countries are the another key factor to have an effect on.

The best way to recognize the merchandise to consumer is by advertising, in store-promotions, and ensuring adequate shelf space through which the consumer identifies the product in the ultra market.

It is vital to influence the consumer when coming up with their choices, success in brand management arises from understanding and controlling brand equity properly to create strong capabilities. Strong brand equity has become very important factor that affects consumer perception of a brand.

The brand personality can be an essential requirement of stability and development of an easy food restaurant (Murase & Bonjanic, 2004). Usually fast food restaurant use a contending pricing strategy to compete in the market. Such strategy only can be easily imitated by competitor and less effective in creating a sustainable competitive advantage for an easy food restaurant. Brand personalities have a great influence on consumer habits in various aspects such as consumer desire and consumption (Sirgy, 1982). And it's a much better way to distinguish a fast food restaurant from its competitor in the long run.

Human personality qualities associated with a brand personality. It is one of the major components of brand image in addition to the product`s physical qualities to a good quality of food and drink. Creating product differentiation and setting is a sustainable advantage to get consumer interest. For example "a kid-friendly place in McDonald endeavors to set-up its brand personality to differentiate itself from the competitors by positioning this place in its restaurant as well as "I am adoring it" advertising campaign, and "happy meal" that provides support to the children and individuals.

High brand recognition is positively related to brand equity since it can stand for brand loyalty and brand commitment which also helps a consumer to consider the brand at the point of purchase, which might help them resulting in a favorable action for the brand. As well as the brand advertising also impact the consumer to comprehend more about the brand which might help them to choose the food easily. Long term marketing activities help the consumer to keep in mind the brand name and may easily discover it. That is why multi millions of dollars have been committed to advertising and other types of marketing communication in order to set-up the brand recognition in consumer for a fast food restaurant.

There should be the value of implication for the brand success that the level to which a brandname is beneficial, attractive and distinctive. The buyer perception of any brand can have an impact on their thoughts and opinions of the desirability of the brand as a romantic relationship partner.

Consumer favorable response for the of an easy food restaurant, the brand relationship is an important component for an easy food restaurant to be consider. That is especially important when it looks for to achieve a definite and competitive benefits that could finally result in desirable consumer results, such as, consumer positive belief of brand attractiveness.

To improve the restaurant attractiveness there must be focus on certain aspect in eliciting consumer`s beneficial reaction toward the make of fast food restaurant such as attempting to mention the image of dependability, security, brains, and self-confidence in their advertising messages. To elicit desired consumer response brand personality could be used as a strategic tool. ]in addition its very necessary to give consideration what dimension of brand personality a fast food restaurant wishes to make as each dimension of sincerity, excitement, competence, class and ruggedness don't have identical effect on consumer.

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