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Buyer and Consumer Behaviour: Measuring and Interpreting Brand Performance
Pages 8 (2008 words)
Buyer and Consumer Behaviour: Measuring and Interpreting Brand Performance By [Name of student] [Presented to] [Name of institution] [August 09, 2011] EXECUTIVE SUMMARY The role of marketing and promotional strategies in enhancing the worth and importance of products and services is a known fact (Fan, 2002).
It can be said that operating in repertoire market requires focusing on light users along with concentrating on existing heavy users. This will help in creating a long term impression and value in the business environment. The second part of the discussion talks about awareness and salience where three questions over brand salience and top of the mind impression has been discussed. It is important to create brand salience using marketing and promotional strategies in order to grow and develop as a brand. At the same time, brand salience offers long term competitive advantages considering the fact that customers remember a product for a long period of time and thus helping in strengthening the sales prospects. The discussion also reflected that Mars is preferred by large numbers of consumers and much should be credited to its branding and promotional strategies. The third part of the discussion assesses the demographic factors where it was found that large number of customers preferring different chocolate brands have similar demographic factors. This shows that organsiations need to design an effective marketing strategy that will lead to value creation for all. ...
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