Investigating Consumer Perceptions of Baranka Cafe on Motorway - Literature review Example

?Brand image Task Brand Image In the case of Baranka, brand will express out as the consumers’ perceptions of the same. It isa distinct bundle of associations within the target customers’ mind. It signifies the image that Baranka stands in the same. The concept of brand image relate to a specific set beliefs about a Baranka. In a major sense, it connotes a quality position in the market. It is vital to note that brand image relates to both mental and emotional image. It occurs after accumulation of contact between the customers and Baranka. Mick, Pettigrew, Pechmann and Ozanne (2011, p.167) note that a brand image is accumulated reflections about an organization’s characters. It is vital for highlighting an organization’s missions and visions. The elements of a constructive brand include an impacting logo that rises to prop an organization’s image. Additionally, Rao (2011, p. 49) argues that a slogan is essential in describing an organization in brief as well as supporting the core values of the same. Consumers use details, in their subconscious, in order to develop a lasting impression about services. In turn, they become subjective associations of the bundle of services that customers would receive in Baranka. An example of brand image, for Baranka, would concern with hygiene. Additionally, the cafe could be identifiable as a sophisticated service group. The idea behind this appeal pertains to the fact that a consumer purchases both a product and a brand. In most circumstances, a customer’s drive towards services would be driven by the brand. Mooji (2009, p 275) highlights of brand positioning statement as vital in a brand image. Kapferer (2008, p. 98) confirms that the brand positioning statement links the internal with the external aspects of a brand. These two aspects are the principal areas of a brand. The internal aspects relate to the same that a company injects for the market. In terms of Baranka, this would refer to the efforts that they would commit in establishing their distinct image upon customers. According to Prideaux, Moscardo & Laws (2006, p. 54), a brand image entails the goals, of brand identity and values, that the company expects upon the impression of the market. It relates to the idea that Baranak would want to convey to its clients. Szwarc (2005, p. 89) notes that Baranka would make extra efforts in providing entertainment to its customers. Breckenfeld (2008, p.34) defines external aspects of a brand as relating to the same that the consumers perceive of Baranka’s services. The vitality of brands in daily consumption relate to a desired brand identity. Baranka should strive to transfers its expectations, on image, to the customers. Singh (2007, p. 41) explains that it is vital to note that such a brand would be practical in the long run. Sunder (2011, p. 23) says that in spite of the fact that customers may have imaginary brand images, it is crucial for Baranka to commit efforts in achieving the desired brand identity. Brown (2006, p. 126) notes that it achieves the same by employing marketing mix elements. Marketing mix elements include communication, product, price and distribution. The core part of communication relates to constructive advertising. Cochran (2003, p. 234) notes that Baranka should strive to identify elements that customers highly value. For instance, they would construct an image of convenience to customers. In this perspective, Self and Roche (2012 p. 245) argues that the cafe would be appropriate for students and employees in their respective breaks. In addition, they would transfer their image expectations by packaging their sandwiches and baguettes in an attractive way. It is vital to note that there is significant competition in coffee packaging. Therefore, it is crucial that Baranka exceptionally designs its beverage tins. Dinnie (2007, p. 123) adds that another principal area, of communication, pertains to use of word of mouth in gaining publicity. Onkvisit & Shaw (2008, p. 278) adds that employees are principal tools in this method of communication Consumer behavior Consumer behavior relates to characteristics and scenarios of buyers. Scenarios, in this case, relates to situations where buyers make their purchases. It relates to frequency of decisions in a day. Glynn & Woodside (2007, p. 98) adds that consumer behavior relates to frequencies of purchases as pertains to each product. Product decisions are vital in moving businesses and economies. It is vital to note that marketing decisions are both dependent upon assumptions and knowledge of consumers. Mclough and Aaker (2010, p.174) adds that part of the definition to consumer behavior relate to usefulness of the same in capturing a market. Jacka and Keller (2009, p. 46) highlights that the study of consumer behavior is indispensible for a 21st century business. This is because individuals are conducting many competition measures for their businesses. There are elements, to consumer behavior, that Baranka would have to investigate in order to have a comprehensive view of the market. According to Hill and Alexander (2006, p. 78), Baranka would have to investigate the consumers’ thoughts and psychology in selecting certain products over others. In addition, they would study how a consumer attains influence from the environment such as family, signs, media and culture. In close relation to the same, limitations of knowledge is a critical area of study. Additionally, Baranka would have study on how customers’ motivation would vary between different products such as beverages. Behavior occurs either in an individual or in a distinct group. In terms of group, this may relate to students. For instance, students may limit themselves to product decisions that ooze sophistication and fashion in them. In this sense, some beverages might be classifiable as low class. Baranka can employ notable ways of discovering consumer behavior as pertains to their cafe business. Franzen & Moriaty (2008, p. 124) provides the examples of observation and personal interviews as the same that businesses can utilize to assess consumer behavior. In addition, it might utilize surveys and samples in determining the aspects of local culture that drive business decisions. According to Goldstein (2009, p. 213), behavior theory of consumers is principally useful in marketing strategies. This relates to the marketing campaigns that Baranak would employ in reaching out to their customers. In terms of snack advertisements, Baranka would have to place the same in the afternoons because individuals are hungry at that time. Inghilleri, Solomon, and Schulze (2010, p. 97) adds that consumer behavior would be crucial in realizing about the vitality of initial customers. For instance, initial customers first adopt new products. This influence later spreads out to new customers. This is vital since it pushes the business to financial success. In turn, it is vital for establishing a brand image. Customer satisfaction Customers are indispensible in the existence of a business. This becomes complicated, in the case of Baranka, because it deals with direct contact to customers. As pertains to Hoffman and Bateson (2010, p. 68), customer satisfaction is a psychological concept that is difficult to define. It is important for Baranka to realize on the management of customer satisfaction. To begin with, Baranka should encourage face-to-face dealings. This is important in establishing intimacy with customers. In this perspective, counters should be one to allow open contact with servers. Clients find it easy enough to deal with individuals that they have established intimacy with the same. In close relation to the same, attendants and the management of Baranak should be approachable and friendly. A significant mode of friendliness pertains to use of smiles in approaching and responding to customers. In addition, it is vital for Baranka to establish swift responses to customers’ messages and complaints. Service failure and recovery Service failures pertain to negative responses and feelings for customers. In spite of the fact that customers might misperceive certain services, it is vital for Baranka to take note of the same. In most instances, it is vital that customers openly express their dissatisfaction with services. This is because it may result into departure of customers who would later influence others into not purchasing from Baranka. In extreme circumstances, customers can sue Baranka through consumer rights organizations and legal channels. Service recovery refers to the strategies that Baranak would employ in reaction to respective service failures. It is the most essential part of this theory because it dictates the survival of a business. Service recovery acts as test of a business for customer orientation. It is vital in creating trust and commitment that is essential in loyalty and customer satisfaction. Customers are high likely to talk positive about the cafe. Recovery can be either proactive or reactive. In the proactive sense, Baranka would identify the sources of displeasure to customers. In turn, it would strive to seal the holes that generate the same. In the reactive sense, a company responds to customers’ complaints and dissatisfaction. Recovery goes beyond complaint handling because it is comprehensive in the emphatic sense of the cafe. In case of a service failure, the cafe should pay attention to the interactive process. This is essential in fully addressing a problem. It is different from the decoy of sealing problems and faults in service. It is vital that the cafe staff receive training in handling complaints and recovery processes. An instance of service failure would pertain to inadequate hygiene or late attendance. In this instant, a company may compensate a customer at a convenient time for the same. Additionally, instances of slow services may necessitate switch and change of staff. Alternatively, the cafe can employ electronic services to enhance the speed of their services. Long-term solutions to service failures may entail establishment of suggestion boxes that help in early attendances to problems. Loyalty This broad term is dependent upon the previously mentioned factors. It relates to customer satisfaction that forms the fundamentals of establishing the same. Loyalty is the long-term outcome of customer satisfaction. It relates to how customers would give up other services for the sake of Baranak cafe. This traverses during periods of service failures in the sense that customers exercise patience for the recovery. In addition, a prominent brand image establishes a customer satisfaction that later contributes to loyalty. Additionally, customer loyalty depends upon the cafe’s response to consumer behavior. Price and benefit perception Some businesses may decide on low prices as their inherent value. On the other hand, some businesses decide on quality and value as the basis of penetrating the market. On the other hand, Assael (2004, p.45) notes that the perception depends on how customers relate price to the quality and quantity. Consumers would want to believe that they are receiving fair prices. This directly relates to customer satisfaction. Iyer and Masters (2000, p. 56) informs that, in this sense, Baranka cafe should value is services in order that they determine right prices for various snacks. Benefit perception relates to value of nutrients that customers perceive in food. It is vital for Baranka cafe to provide natural foods to customers. This is because the modern customer is sensitive in food nutrition and additives. In turn, they demand more information as regards the same. Bibliography Assael, H 2004, Consumer behavior: a strategic approach, Houghton Mifflin, Massachusetts. Breckenfeld, D 2008, The cool factor: Building your brand's image through partnership marketing, John Wiley & Sons, Hoboken. Brown, S 2006, Consuming books: the marketing and consumption of literature, Taylor & Francis, New York. Cochran, C 2003, Customer satisfaction: tools, techniques, and formulas for success, Paton Professional, Chico. Dinnie, K 2007, Nation branding: concepts, issues, practice, Routledge, New York. Franzen, G & Moriaty, S 2008, The science and art of branding, M.E. Sharpe, New York. Glynn, M, & Woodside, A 2009, Business-to-business brand management: theory, research and executive case study exercises, Emerald Group Publishing, Bingley. 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Sunder, V 2011, Outsourcing and customer satisfaction: a study of pc help-desk services, Xlibris Corporation, Mason. Szwarc, P 2005, Researching customer satisfaction & loyalty: how to find out what people really think, Kogan Page Publishers, London. Read More