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The impact of brand understanding in brand choice

Conumers opt for brand they recognize before an unfimiliar brand there is not much research about of the result of brand consciousness on breand choice thats why this is investigator one of the aims of research will be to determine the differcnces in buying behaviour between your chosen ethnicities research questions will important given that they form the challenge that might be answer.

the question format will represent the research questons this managed to get possible to see which product the students and other individuals related to different professions recognized most and hich product they recognized least.

2. Introduction

we have chosen this theme because brand awareness has great effect on brand choice. due to the upsurge in globalization and homogenization of of consumers choices on the planet global branding has become more widespread. That's the reason it's important to be aware of the culture hurdles in marketing. by enough time of globalization more people explore the earth through going to distinctive and undeveloped to developed places. although the buyer become more homogeneous it can be difficult to acquire the brand that they use in their house country. While learning the books, it was found out that there surely is very little research about the impact of brand recognition on choice. most research is focused on more complicated knowledge structure such as attitude and brand image. Therefore, we wished to do research on brand consciousness and exactly how it effects consumers.

2. 1 Proposed title

A title to study the impact of brand understanding in brand choice

2. 2 History of the study

I have chosen this study because of its great importance. branding is one of the most crucial strategy in the marketing job. When a company launches its new product that it is very necessary that they advertise it properly or quite simply created the awareness of the product in your brain of the customers. Based on the Egyptian research in 4000 B. C the consciousness was began when the builders craved their name on the properties they build and this thing show the task done by that constructor. Similarly if customer is not totally alert to all the reality than he will not purchase your product. This research is also important because the country like Pakistan where people have no much knowledge about the merchandise this review is very necessary. Nowadays, folks have a demanding lifestyle. They do not have time to fully stop for an instant and feel their own will. They want to be as reliable as you possibly can; want to save lots of as much time as you possibly can. They feel that time is insufficient and they don't have the required energy. All the several choices potential buyers make when purchasing can be demanding and the opportunity and demand about how to act and what to say can be an extra burden. Sometimes, consumers want someone to provide them with a proposal of something, or just have a product among many, without even getting the product into line using their needs.

3 Books Review

3. 1 Introduction

3. 2 Variables

3. 3 Brand understanding & Brand choice

3. 4 Purchase Decision

3. 5 Summary

3. 1 Introduction

Due to the increasing globalization and homogenization of consumers' Tastes on earth, global branding has become more popular.

That is the reason why it's important to understand the cultural hurdles in marketing

Of the brand. By the time of globalization more folks explore the earth through traveling to distant and undeveloped places. Although, the Consumers become more homogenous it could be difficult to find the brands that they use in their house country. Then the consumers are positioned ready when a problem appears and they have to select from unfamiliar brands and brands they identify.

While learning the books, it was found out that there is not much research about the result of brand understanding on choice. Most research is targeted on more complicated knowledge set ups such as frame of mind and brand image. Therefore, we wanted to do research on brand understanding and how it influences consumers' choice. The purpose of this dissertation was to do a research about brand awareness; to see to what extent brand consciousness matters when purchasing for the very first time in an unfamiliar culture. Based on the ideas, consumers choose a brandname they recognize, before a new brand. If consumers do not choose matching to theories, what are the factors which have a greater influence on the buying tendencies?

3. 2 Parameters that can effect brand choice

There are some parameters that can impact the brand choice theses are


Market channels

Quality of product


It is one of the important factors. It's important since it brings understanding in the mind of customers. Consciousness focused on interior state of consumer. through awareness of brand consumer search his / her internal declare that whether he or she needs that product or not. for example if we consider the example of mineral normal water than it is from the business who produce consciousness in your brain of customers and consumer feels that company provides healthy normal water which is more important for the health because it is upto the standards. now at all times when she or he will buy the product he'll prefer the product of this company. So in this manner we can say that how much importance advertisements is wearing product choice. Recognition may be centered on internal status such as thoughts or on exterior incidents such as sensory belief( recognition - Wikipedia, the free encyclopedia, 10-16-2005) Marton and booth (1997)gave cases of awareness folks have some early conception about the product plus they choose it regarding to their understanding so there should be proper advertising campaign for an effective awareness. There are some programs that what company must do during its advertising:

Setting advertisements objectives

Advertising budget

Develop proper advertising strategy

Create advertising message

Advertisement can be done through different ways these are as defined below:



Direct mail





If advertisement and advertising support a constant position in market than it is consider a strong brand(Aaker, 1991). Advertising can also communicate through marketing and free examples in the stores(Hollensen, 2004). Understanding how advertising influences consumers involves an understanding of

The basic process where advertising affects consumers and leads to

brand awareness, brand image, brand account, brand choice, and sales,

How the effects of advertising are disseminate over time,

The role of 3 different advertising media (for example, Television versus print out advertising), how differentially productive these vehicles are, how their connections can lead to synergy effects

The role and impact of competitive advertising.

For example, for a manufacturer of desktop

PCs we would distinguish between shelling out for tv advertising,

radio advertising, newspaper advertising and vertical trade advertising. All

this activity extends to some consumers at some point, and they will or will not

pay attention and process these text messages. This then can lead to lots of

advertising results.

Three types of effects are possible:

(1) cognitive effects,

(2) affective effects

(3) behavioral results.

Specific samples in these categories

are "brand awareness" (cognitive), "brand setting" (cognitive,

affective), consideration-liking (affective), and "brand choice" (behavioral)

respectively. The degree to which consumers who are exposed to advertising

will proceed through these periods will rely upon their capacity and inspiration to

process the information and messages offered to them (Petty, Cacioppo and

Schumann, 1985). Consciousness has been found to be always a necessary condition

for advertising effectiveness. For instance, when consumers who are unfamiliar

with a product category have to choose between a well-known brand

and an unknown brand they are more likely to choose the well-known brand.

Whether action such as brand choice and purchasing is preceded by brand positioning and brand awareness will depend on the context. For example,

In a low-involvement low-risk category it is not unusual for sales to precede

any affective response. In situations where involvement and risk are higher

it has been shown that brand differentiation and thought precede sales.

It is beyond the scope of this article to discuss how the framework can impact

the order in which the various effects are hierarchically related. We refer to

the article of Vakratsas and Ambler to find additional information on this.

A second aspect represents if and how the impact of advertising on the

various metrics (such as understanding, consideration, and buy) is spread

out as time passes. It is generally assumed that a specific advertisement that

appears this week will have an effect in addition week, but also in a few days,

and its impact will gradually decrease over the following weeks. This may be

due to storage effects or it can be the result of media being consumed on

more than one occasion. An example of how advertising can work over time

can be found in Buzzell and Baker (1972), who found in one circumstance that when

the advertising was slice by 40% sales had not been afflicted in the first month

after the advertising budget was lower, but sales decreases were noticed during the

second and third month after the budget chop. Image and brand positioning

(re-positioning) effects may take longer to change as a result of the advertising

campaign than changes in brand consciousness or sales.

Time-delayed ramifications of advertising are called carry-over effects and the

type and length of these carry-over effects may vary across brands and

product categories. Leone (1995) re-analyzing two large meta-analyses studies,

finds that after changing for aggregation bias the 90% duration interval

for advertising averages between six to nine calendar months. In some cases the longterm

effect of advertising can significantly outweigh the short-term effect

of advertising. Taking the long-term ramifications of advertising into consideration can

Make the difference between having a positive return on advertising investment versus not.

A third part entails the role of different marketing. Different media

such as television set, radio, and mags are being used and consumed differently.

Different mass media have a new short-term impact (see Doyle and Saunders,

1990). As Berkowitz, Allaway, and D'Souza (2001a, b) claim, different shortterm

effects will likely result in memory space traces of different power. Stronger

memory traces decay more little by little than weaker storage area traces and therefore it

is likely that the way the effects of various marketing are disseminate as time passes is

different and that the overall impact of different advertising changes. For

example, a Tv set ad may have a relatively big impact in the period it appears,

having its impact quickly fade over the next periods whereas a

magazine ad might have a lower preliminary impact, but show a sustained impact

over lots of intervals because the publication can be study time, picked

up again, used by other people, and so forth.

A fourth part involves the effects of competition advertising spending.

If the advertising spending of any direct competitor increases or decreases

significantly in relation to a firm's own advertising this might substantially

alter the potency of the firm's advertising. For instance, Aaker

and Carman (1982) cite a good example including two brands.

The advertisingof brand

1) experienced a positive influence on its sales but got no influence on the sales

of brand

2. )The advertising of brand got a negative significant effect on

the sales of brand but acquired no positive influence on its own sales.

There has been much empirical modeling relating advertising expenditures

to sales. Some marketing generalizations can be purchased in this area. It

is beyond the goal of this paper to review earlier studies ((see Leone,

1995, and Lodish et al. , 1995).

After choosing the proper way of advertising a company should assess advertising that what kinds of effects advertising has on products and should see whether this activity or strategy leads towards increasing or reducing the sales of a company.

Marketing channels

Marketing channels also have greater effect on brand choice. If you will see some proper market stations than the buyer will receive a lot of advantages from the product very quickly. He or she does not need to take a great deal of energy in achieving the product. strong marketing programs mean a solid connection with the clients. there should be no complex route for marketing something the merchandise should be common to the consumer in

the most proper way. If consumer need any product than from the company responsibility to start such an effective channel that consumer can get benefits easily. prior to going in to the market the business or organization must do proper research about the marketplace that means they ought to properly know the needs of people that what folks want in several situation with different locations. Then there should be marketing cleverness.

Marketing intelligence is a organized collection of reviews and evaluation about competitors(Philip kotler 1987). So through this a company can have an advantage over its competitors and can develop a much better product and best strategies as compared to its competitors. Likewise online research is also among the finest methods to find out about the market through this a corporation can organise some survey or telephonic interview(Armstrong 2001). This can also be done through internet that what consumer want and in what condition and on what place. Through this a corporation can set up some pre strategies before launching a product in the market and can get extra benefits from its product. so that it is important that company design proper marketing channel with or without intermediaries to attain extra advantages from its designed products.

Quality of product

Quality of something is also another reason for a customer to choose a brandname. Quality is one of the product perspective of an brand personality(Uggla 2001). Gleam concept of perceived quality that how consumer visit a product and what kind of perception they may have in their brain about the merchandise(Aaker, 1991). Perceived quality makes the consumers satisfied that leads them to buy a product that leads them into the commitment(Lin & Chang 2003). Quality of a product also reduce the risk which is in the intellects of customers(uggala, 2001). People more recently perceive quality through different solutions one of the procedure is the purchase price strategy which is one of the critical indicators nowadays. People assume a product with high price gives them some extra benefits and will be the best. in the same way some people perceive that the product which has high demand has great impact on consumer brain and consumer is only going to buy that product which includes popular and demand can be increased through different starategies one of the strategy is the promotion starategy because advertising boost the demand.

Now if we talk about the price than You'll be able to use price as a reason for brand choice in two ways:

seek the lowest price to avoid financial risk


seek the higher price to gain product quality

(Macdonald & Clear, 2000). Sunderland (2000) expresses that three factors are important that product the consumers will choose in purchasing every day products: price, place and brand. The area is often given as it pertains to every day products since they all are available in the supermarket. Explained by Aaker (1991), an research of frequently purchased, relatively low-priced consumer products, price was constantly found to be always a strong quality indication; nearly as strong as brand name. When Chivas Regal raised its price, it became a quality cue as the product itself continued to be as it was. The higher price was accompanied by an increasing sale. If a person lacks the ability or motivation to judge the quality of a product, price will be more relevant. In general, a higher price contributes to increased relative recognized quality.

3. 3 Brand recognition and Brand choice

The better the brand recognition in your brain of your consumer the more robust will be the brand choice. As we have described earlier that we now have different factors like marketing route should be proper there should be proper advertisements and the grade of the merchandise should be good now they are the factors that can create a strong image of a brand in your brain of consumers now we can say that if there will be an effective marketing channels which mean the merchandise is common to the consumer than they will easily choose that product and likewise if you will see proper advertising and the grade of the merchandise will be good than the decision of that product will be easy for the customer and he will purchase that product. In general, awareness describes individuals' perception and cognitive reaction to a condition or event. Understanding does not actually imply understanding as it can be an abstract concept. Awareness may be centered on an internal state, such as an instinctive feeling, or on external situations such as sensory notion (Recognition - Wikipedia, the free encyclopedia, 10-16-05). Marton and Booth (1997) give cases of consciousness: People have prior connection with a certain situation and know. Also, they are alert to who they are, the background to the circumstances, where being located as well as the emotions to the area, what time of year it is and what day it is, and also how to proceed the rest of the day. Despite the fact that, there is awareness of everything at exactly the same time, the intensity differs. Peoples' consciousness is reshaping its framework constantly, and what we call understanding is the total of the individual's experience. So that it is possible to do a very important factor while be aware of many other things. Brand understanding is the capacity of consumers to recognize or remember a brandname, and there is a linkage between the brand and the merchandise class, but the link doesn't have to be strong. Brand understanding is an activity from where the brand is just known to a level when the consumers have position the brand on an increased list; the brand is among the most "top of mind" (Aaker, 1991). so here we can conclude that what is the value of brand recognition on brand choice.

3. 4 Purchase decision

Purchase decision can be defined by way of a different perspective it depends upon those variables that have described above if we see that a quality of a product is good and it fulfill all certain requirements than we will select and purchase that product (Ugalla, 1992) in the same way the very best quality attracts a lot of customer towards the merchandise and he can simply make his decision to buy that product(Aaker, 1996).

Advertisement is also one of the critical indicators because it creates a solid image in the mind of the customers. if there will be proper advertisements than there will be a solid image in the mind of a person about the product(Marton, 1993). similarly if the advertisements will be strong in the store than the buyer goes towards that product and his decision is to choose the product which is more advertised(hellenson, 1998) if consumers understand the purchase of a specific offering to be highly risky and yet personally important, they'll be highly motivated to extensively review all the available information (including advertising communications) related to the purchase (Assael, 1998; Li, 1997). This idea of

involvement causes the general inference that if consumers have limited experience in the purchase of a particular service and/or perceive that service as expensive, they will be more mixed up in purchase. On the other hand, if consumers have appreciable experience in the purchase of something and or perceive it as inexpensive, they'll be less involved in the purchase.

Model of Brand choice

3. 5 Summary

This diagram demonstrates if there will be the positive ad and the marketing channel will be proper likewise the quality of the products will maintain positivity than it probably will leads into the brand understanding and brand consciousness will lead to the brand choice. In the case all the things will be negative than it will leads on the negative or no brand awareness and this thing will lead towards the brand rejection. Regarding to theory, consumers choose a brandname they realize, before an unfamiliar brand. In the event the consumers do not choose according to theories, what exactly are the factors that contain a greater effect on the buying patterns? There isn't much research about the effect of brand understanding on brand choice, which explains why this subject matter was investigated. One of the purposes of the dissertation is to do a research about brand awareness; to see from what extent it concerns when purchasing the very first time in an unfamiliar environment.

The Study

4. 1 The importance of study

this analysis will broaden our knowing that what is the impact of brand consciousness In brand choice. since there is no proper research concerning this impact so that it may bring a whole lot of changes while doing some planning. It'll elaborate some facts that:

what is the value of advert?

what is the importance of marketing channel?

what is the importance of quality?

How brand awareness leads towards brand choice?

How people make different buying decision?

4. 2 The theoretical framework

This research will be utililizing the following theory to develop its conceptual platform:

. Brand collateral (Aaker, 2002 )

"Brand equity is a couple of belongings (and liabilities) linked to a brand's name and symbol that increases (or subtracts from) the value provided by a product or service to a company and/or that firm's Customers. "

Brand identity(Aaker, 1996)

"Brand Personality is a unique set of brand organizations that the brand strategist aspires to create Or maintain. These associations represent the particular brand means and imply a offer to the customers from the organization members. "

4. 3 Conceptual Framework

Based on mentioned review of books and theories, pursuing conceptual framework is devised to perform this study:

"The proper usage of variables(advertising, quality, market channel) leads towards the brand recognition which in return leads towards the selection of the brand. "

4. 4 Research questions

Main Question:

Does brand consciousness leads towards the selection of the brand?

Sub Questions:

Does advertising, marketing route and quality of something develop brand consciousness?

Does positive advertising leads towards brand recognition?

Does proper marketing channel leads to the brand recognition?

Does quality of a product leads towards brand consciousness?

Does negative advertising, marketing and poor quality leads towards rejection of something?

6. What factors besides brand awareness affect the choice of brand at the

first purchase in an unfamiliar environment?

4. 5 Methedology

Sampling Strategy and Test:

There are two types of sample techniques; possibility and non-probability sampling. In likelihood samples all situations from the population have the chance to be chosen whereas in non-probability samples the likelihood of being preferred from the full total population is as yet not known. The populace will guest 50 students of different colleges of Pakistan and 50 experts from different level and different industries.

The starting point of the research will the research model. Questionnaires will hand out to the 50 students and 50 professional from different fields to see if you will see another factors affecting the consumer habit than the recognition, as I will point out as the main feature. I will contact the students by email and established conferences with them where we will hand out the questionnaires. I'll chose the products inside our questionnaire after reading Kapferer's (1997). The questionnaire covered several everyday goods because we desired to determine what product the students identified the most and what product almost all of them didn't recognize. In the study only everyday goods will investigated. According to Kotler et al. , this implies than the students had a habitual buying Behavior/variety seeking action.

4. 6 Ethical Consideration

The data gathered from different person will bee retained confidential and it'll be used only for research purposes. It was clarified that the members of the study remained private. The participation was voluntary. A conclusion was manufactured from how the data would be gathered, and the way the information would be used. We continued to be objective through the research (Christiansen et al. , 1998).

4. 7 Limitations

Because of the time limit the target is on the best known theories in the field.

The people was limited by the students at Colleges and experts from different areas. . The products in our questionnaire only included day-to-day commodities since all

Students probably buy such products. Further, in the study, the sole factors that were considered were the ones that experienced the most influence on the choice of brand.

4. 8 Statistical Analysis

When I'll analyzing the info from my survey the statistic computer program SPSS will be used. There will two types of scales in our questionnaire, nominal size and ordinal size. For example, the question about gender is a nominal size and the questions about the importance of different facets are an ordinal scale. Matching to Aronsson (1999), when having nominal and ordinal scale it is only possible to analyze method and median as central prices. To estimate the spread around the median or function only the modal percent can be used.

4. 9 Results and discussion

Results of the analysis will be reviewed to check the significance of suggested model. Further the implications of review for both theoretical and practical purposes will be mentioned. Further, scope for future research is highlighted.

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