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Brand and Consumer: Effect of Brand Image on Consumer Purchasing Behaviour
Pages 10 (2510 words)
Brand and Consumer: Effect of Brand Image on Consumer Purchasing Behaviour Introduction In a heavily competitive business world, organizations are utilising every opportunity and weapon to catch the attraction of the consumers. Brand is one of the major weapons in the hands of product manufactures or service providers to pull the customers towards their products or services.
Alina Wheeler defined branding and brand identity in a concise manner. In her opinion, branding is a process intended to build awareness and customer loyalty towards a product or service whereas brand identity is a concept, which helps organizations to distinguish its products and services from the competing products and services (Wheeler, 2009). Globalization has produced an overflow of products in the market. It should be noted countries have liberalised their policies with respect to exports and imports to encourage free trade and to reap the benefits of globalization. Current consumers are confused while taking purchasing decisions because of the excess of products available in the market. They consider many factors while taking purchasing decisions. Brand value is one of the most important factors considered by the modern consumers while they go for the purchasing of certain goods or products. For example, before purchasing a mobile phone, a consumer will consider the brand value first and then other parameters such as price, features etc. In short, brand development is an important topic in the business world at present since modern consumers are giving much respect to a product from a reputed brand. ...
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