International Students Choice Of Brand Products - Literature review Example

The impact of advertising on international choice of brand d products Introduction Adverting is the effective method of transmission of message to the target market to fulfil the deepest needs of customers. The amount of consumption of goods and level of advertising exposure in society forms a direct connection. This resembles the fact that advertising forms an active connection with the consumer behaviour decision process. Global branding has become pivotal for every multinational organization to make it more widespread. The preference of customers has become homogenization. The rise of mass production leads to the development of modern advertising. According to Lewis (2000), the consumer behaviour of international students is required to be understood to cultivate active style and positioning of brand to sustain competitive advantage over other vials. Advertising has progressive impact on determining the consumer behaviour on buying luxury merchandises. The pivotal reason behind the literature review is to determine the impact of advertising of luxury brand products on international students. Various factors of consumer behaviour and impact of advertising on sales are discussed to deliver a theoretical framework for the study. Aim Aim of this study is to determine the impact of advertising on the choice of branded products of international students. Thesis statement “The advertising of luxury brand products has affirmative influence of determining the purchasing and consumer behaviour on international students” Discussion This part of the literature review will discuss three important themes regarding the topic. Advertising’s Targeting Advertising can be considered as a significant consequence of technological advancement and globalization. Advertising and promotions has become effective marketing tool for the marketers in order to present the information about products or services to the target customers (Mattelart, 2005 and Keegan, 2009). However, both Mattelart and Keegan have provided effective foundation for this research as their writings are very broader. But, both these writers used to carry some drawbacks, such as the concepts of Mattelart are slightly outdated and UK centric. On the other hand, the views of Keegan are slightly concentrated towards US. It is true that several brand managers of leading brands generally use brand personality in order to ensure unique brand positioning (Miller, 2005). In addition to this, according to Iyer (2005), and Sun (2009), several leading brands across the globe use targeting approach in order to ensure customer differentiation in global market place. Several marketing communication tools, such as price promotion and advertising elements are being used by organizations in order to attract the target customers. The views of Mattelart and Keegan provided a valuable direction to the topic. In addition to this, brand managers used to enhance knowledge sharing regarding own brands that is central to the brand equity (Keller, 2008 and Sun, 2009). When the organizations go for international advertising, it is highly important for them to maintain a balance between adaptation and standardization. This marketing effort needs to be consistent across global market places. In addition to this, this marketing effort needs to be modified to channel the specific customers’ needs (Ronkainen, 2002, Muhlbacher, 2012, Kreutzer & Raffee, 1986). Aspects behind the Decision Making Process of Consumers According to Cerit and Alimen (2010), several factors have positive impact on the brand knowledge of the consumers as certain differences in consumer buying behaviour are identified regarding certain consumer behaviour characteristics. However, their research was conducted with the help of knowledge of the students of Turkish University about nine different fashion brands. The findings of Cerit and Alimen are quite similar to the research findings of Cubillo (2008). Cubillo stated that several dimensions of decision making process of target customers needs to be analyzed in order to determine potential target customer groups for specific products or services. On the similar line, Cubillo has argued that buying decision of people can be differentiated from a customer to another customer due to several reasons, such as age differentiations, gender differentiations, cultural differentiations, social background of target customers, psychographic differentiations, geographic differentiations and income differentiations. According to all these literatures, strong brand image and brand awareness generally increases the possibility of consumption of branded products by the international students. Moreover, these research works have revealed that, effective and aggressive brand management activities, including innovative strategic marketing communication activities generally help to ensure a good marketing strategy that has positive impact on the buying decision of target customers, such as international students regarding the consumption of popular and higher equity branded products. Effect of Targeting It is true that targeting has some valuable effects on the target customers’ decision making process. According to Rajagopal (2013), target marketing generally affects the relationship between brands and cognitive behaviour of customers. On the other hand, according to Liu (2004), extensive research work has shown that attitude of common consumers towards promotion and advertisement has an effective impact on the consumer purchasing behaviour. However, the research findings of Rajagopal can be considered as general research findings as he failed to provide a broader view due to lack of internationalization perspective regarding the impact of advertising. The impact of marketing communication and advertising on co0nsumers’ buying behaviour can vary over the periods of time. According to Mela (1997), it is true that the reaction of consumers to several marketing mix variables can be varied for long run. Mela considered several comprehensive and qualitative data analysis in order to determine the certain impact of advertising. On the other hand, it is quite difficult to draw an effective conclusion for the topic in terms of long run consumer buying behaviour study due to limited resource and time. Lack of up-to-date and current data set can criticize the research findings of Mela. However, Iyer (2005) also have shared his thoughts regarding this matter. According to his theory, organizations should try to focus on advertising and promotional activities with preferences needs of target customers and characteristics of products. It would help to enhance high brand equity and strong brand image. High brand equity and strong brand image can help to influence the international students to buy the products of that particular brand as it may help to create a strong brand recall in the target customers’ mind. These research works are quite important for the marketers. Especially, the research work of Iyer is quite important as this research work has dealt with quantitative data and recent updates. Conclusion Perception of target customers regarding a brand generally has an effective role to play in the brand equity. Therefore, it can be stated that consumer oriented approach can be considered as an effective promotional tool for a specific brand. It is true that extensive amount of research has been conducted by several brand managers in order to develop effective marketing strategies to ensure positive impact on the buying decision of target customers. But, the relationship between buying behaviour of international students and advertising practices implemented by global brands are still new. It is true that, there are quite a few studies that have attempted to determine the buying decision making process of several international students regarding purchasing a branded product or service. This specific research will obviously help to bridge the vast existing gap. It is true that, future study and research work is required with increase in number of global students in order to determine the purchasing characteristics of this potential global market place. Therefore, this study will examine following developed questions. What types of advertising and promotional activities will influence international students to response towards specific brands? What are the major motives on these international students’ choice of branded products? What are the advertising types that have positive influence on the purchasing behaviour of these international students? References Cerit, G., & Alimen, N. (2010). “Dimensions of Brand Knowledge: Turkish University Students’ Consumption of International Fashion Brands”. Journal of Enterprise Information management, 23(4), 538-558. Cubillo, J. (2008). Marketing Sectorial. London: ESIC. Iyer, G. (2005). Customer Relationship Management. London: Routledge. Keegan, W. J. (2009). Global Marketing Management. New Jersey: Pearson. Keller, L. (2008). Strategic Brand Management. New Jersey: Pearson. Kreutzer, P., & Raffee, M. (1986). Organizational Dimensions of Global Marketing. London: Sage. Lewis, R. (2000). When Culture Collide. London: Nicholas Brealey. Liu, A. (2004). Factors Affecting International Brand equity and Brand Image. New York: Springer. Mattelart, A. (2005). Advertising International. London: Routledge. Mela, F. C. (1997). The Long-term Impact of Promotion and Advertising on Consumer Brand Choice. New York: Marketing Science Institute. Miller, J. (2005). The Business of Brands. New Jersey: John Wiley & Sons. Muhlbacher, H. (2012). Marketing Management: A Value Creation Process. London: Palgrave Macmillan. Rajagopal, B. (2013). Managing Social Media and Consumerism. London: Palgrave Macmillan. Ronkainen, I. (2002). Best Practices in International Marketing. New York: Springer. Sun, Z. (2009). Celebrities, Products, and Presentation Styles. London: ProQuest. Read More