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Brand Awareness And Consumer Choices

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Brand awareness:
Brand awareness is an important factor considered while discussing consumer choices about brands. Brand awareness has a great influence on consumer choices. There several researchers who discussed brand awareness as a factor of brand choice in consumers mind. Jiang, (2004) have observed that brand awareness is an important factor whose role in consumer’s choice of brands is vital. Lin and Chang (2003), these two researchers jointly found in their results that the brand awareness has a strong, and powerful influence on buying decision and it leads the consumer to be brand loyal in ultimate form. To achieve customer based brand equity, the consumer must be aware of, he/she must recognize the brand offering, and must be able …show more content…

It is general acceptance that most of the consumers are ready to pay high price for brands that are considered to be high value (Erdem and Swait, 1998; Hermann et al., 2007). Ed in Price differentiate choices of the customers in two ways; ones who goes for high price in order to get value for the money they spent on the product and others go for brands that are low priced in order to minimize financial risks (Mcdonald and Sharp 2000). Consumer brand choices are basically affected by three very important and essential factors that are price, place and brand according to Soderlund (2000). Price is the most important factor for the average consumers argued by Cadogan and Foster (2000). Consumers those are associated with a certain brand, they show a high loyalty with the brand and re ready to pay a high premium price for their favorite brand, they look for a value they can receive for premium price they are paying, and purchase intention of this kind of customer do not vary due to change in …show more content…

AS globalization ahs made the world a town so consumers are most concerned with COO rather than the actual country were the product is being manufactured. COO is becoming very important than the actual manufacturing country in this fast growing world. COO basically refers to the country where the manufacturer’s brand originally belongs to or originated from. That country is called Home-country traditionally. For example, Toyota refers to Germany as COO while Honda connotes to Japanese COO. According to a conducted by Wang and Yang (2008), In relation of Brand personality of a car and consumers purchase intention a positive moderator was found and that was COO of a car. Which states that positive image if COO in consumer’s mind will enhance brand personality’s which will affect purchase intention of consumer in positive way, whereas a negative COO image could significantly decrease the positive impact on brand personality to reduce purchase

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