Brand and Consumer: Effect of Brand Image on Consumer Purchasing Behaviour

Brand and Consumer: Effect of Brand Image on Consumer Purchasing Behaviour Essay example
Masters
Essay
Marketing
Pages 10 (2510 words)
Download 0
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…

Introduction

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. ...
Download paper
Not exactly what you need?

Related papers

A study on brand marketing and its strategies crucial for Toyota to improve its tarnished brand image
The domestic markets have turned into global markets that heightened competition rivalry among existing domestic and new multinational enterprises. Since last two decades, the society has been experiencing a rapid technological improvement. The technological advancements have led to change the structure of entire trade and business. The management tasks and operational process are now backed with…
The influence of advertising on consumer behaviour
Advertising is a way of communication by a company to individual or group of consumers. It is through this channel that the companies are able to attract consumers to their goods and services. In addition, advertising can manipulate the consumers buying behaviour hence increasing the company’s sale revenue (Vitez, Para 1, 2010). Therefore, it is evident that advertising is an enveloping way of…
How emotions impact consumer behaviour
1-2). This project aims to bring forth the relationship between emotions and the behaviour of consumers. In this context, it tries to highlight the impact of various emotions on consumer behaviour. The various strategies used my marketers like advertising strategies, promotional campaigns, etc and their ways of influencing the minds of customers is highlighted in the study. The project is…
Consumer behaviour
Product portfolio of Ariel brand can be explained in the following manner. Ariel Excel Gel The product is designed for low temperature cleaning. Unique design of the bottle and innovative gel formulae of the product give user the opportunity to wash cloths with high precision. The gel gets dissolve very easily in water hence solvency rate increases. The detergent is able to remove various types of…
CONSUMER BEHAVIOUR
A broad yet thorough understanding of consumers and their consumption patterns are crucial for an organization to thrive in the environment. Consumer behavior is an interaction of various factors that affect the process of consumption, within the buyer’s themselves and in the world that they hail from. Schiffman and Kanuk, 2007 establish consumer behavior as that behavior that consumers present…
Consumer Behaviour- Brand Analysis Report
For one thing, the company does not offer cliche designs; in fact, its modern and eccentric designs are a major source of competitive advantage for IKEA. The company has positioned itself as offering everything a customer would want to make a home. Although the Swedish influence dominates the ideology apparent in IKEA’s products, the company has succeeded in customizing its marketing messages…
Consumer Behaviour
Meanwhile, there are varieties of other factors that influence the purchases of buyer such as social, personal, cultural, and psychological (WALTERS 1978). (1)Cultural/Environment Factor The environment in which a business operates influences consumer behaviour. Clients are always attracted to clean and healthy places. With this knowledge in mind, advertisers can put emphasis on the cleanliness of…