Consumer’s evaluation and attitude also distribute a significant influence to the brand and the brand alliance, it could influence the predisposition to behave towards a particular brand. Therefore, brand attitude is a principal factor that generates positive or negative impact towards the brand. There are three dimensions that are leading to influence on customer’s attitude. First, Cognitive dimension is a consumer’s beliefs and knowledge of a brand, which means a brands sign with a high awareness and familiarity have an important impact on consumers purchase attitude. Second, affective dimension is about the emotions and feeling of consumers towards of brands.
Due to such towering saturation, it's not uncommon for most of these promotions to get lost in the clutter. That is why effective communication to a specific target audience is the key to making advertisements stand out and get results. The role of advertising in an organisations communication strategy is to overall be successful by sending out a message to the public persuading them to purchase your product. This is done through successful communication tactics in an advertisement which involves focusing on a specific target audience with information that meets their needs. Firstly an advertising communication strategy has to provoke an emotion in the possible consumer when sending out a message about the product.
Product-related attributes associated with packaging, pricing and brand awareness, inter alia, tend to create and reinforce the relationship between the consumer and the brand (Suresh et al. 2012). Consumers respond to packaging based on a set of prejudices, learned reactions and individual preferences that help to catapult certain products to dominance in today’s dynamic markets (Aaker 2010). Certain shapes, colours, sizes and textures naturally influence consumers to respond positively, whilst others evoke negative reactions (Aaker 2011). With rising consumer affluence, consumers are often willing to pay a little more for the convenience, appearance, dependability and prestige of better packaging (Kotler & Armstrong 2010).
He defines customer-based brand equity as “the differential effect that brand knowledge has on consumer response to the marketing of that brand”. Brand knowledge consists of brand awareness and brand image. From consumer aspects, brand equity is the value of the business and expectations of consumers to the organization, products and services, including the experience of communication and awareness of the brand (Auken, 2002). Brand equity management can be measured by brand loyalty or willingness to pay higher prices (Blackstone, 1995). Thus, manufacturers have to create brand loyalty in mind of the consumer by building a strong brand which consists of developing the product features and makes a difference until it protects the brand and attract consumers.
The construct of customer focus is a staple of relationship marketing, which refers to “the process of identifying and establishing, maintaining, enhancing, and when necessary terminating relationships with customers and other stakeholders”(Gronroos, 2004 cited by Augustine, 2011). This is the reason why we are getting closer with them by conducting the customers survey in order to track their satisfaction as well as to know what they want. As Moorman and Rust (1999 cited by Augustine, 2011) have documented, the marketing function positively and
Brand tryst is an important mediator factor on the customer behavior before and after purchase of the product. Brand Attitude Brand Attitude will tell what people think about a product or service. Whether the product answer a consumer need and just how much to product is wanted by the consumer. Brand Affect Brand Affect describes the relations between consumers and brand under certain category and it can be considered as the general evaluations of the consumers for brand. It is defied as a brand’s potential to elicit a positive emotional responses in the average consumer as a result of its
This ordinarily impacts the shopper recognition and understanding over the long haul. Summarizing the past Ad creativity research gives data on the different past imagination examine works. This gives a stimulus to greater imagination in the new ads. The consumer cognitive impact typically inclines the objective customer for an offered advert to require more data identifying with the same and to rule out equivocalness. Creativity in advertising ought to attempt and answer this question in every one of its structures.
al., 2009).Hoeffler& Keller (2002) indicated that brand awareness can be divided to two which are depth and width. Depth is how to make consumers recall or identify brand easily, and width is when consumers wish to purchase a product, a brand name will come to their minds at once. If a product possesses both brand depth and width, consumers will think of the brand when they want to buy the product. Brand awareness has a great impact on purchase intention because consumers are more inclined to buy a familiar and well known product (Dr.HsinKuang Chi et. al., 2009; Keller, 1993; Macdonald & Sharp, 2000).
That fulfill these requirements, offer it a particular value, make it accessible to an accurate. Place or channel of conveyance and create a program of advancement or communication to make mindfulness and intrigue. These components have shaped part of the advertising blend that comprises of item, value, place and promotion. The elements of a bound together promoting offering is called the marketing mix, or the four Ps of promoting. Every one of the components in the advertising blend adds to the apparent esteem or convenience of the market offering to the customers; in this manner, the connection of item, dispersion, cost and advertising correspondence will impact showcasing choices, and the other way around (Francesca Dall'Olmo Riley, 2016).
According to his Study brand image is significantly and positively related to the purchase intention. This study will show the purchase behavior of the customers that how general public attract to make purchase of the branded product in FMCG Industry and also disclose the important attributes which are quite necessary to capture the purchase intention of the customers. This research helps to categorize that among these aspects which factors have significant effect on the purchase intention of the customers. Present research also explains the customer satisfaction and Purchase intentions towards Product quality and their relationship among each other. In this incredible world where penetration in the market in the presence of competitors is very difficult and demanding, it is very much important to determine the exact features which the consumer wants.