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2.3.2 Sales Promotion and its Relationship with Consumer Brand Preference It has been acknowledged that consumer and trade promotions can be a very effective tool for generating short-term increases in sales, and many brand managers would rather use a promotion to produce immediate sales than invest in advertising to build the brand’s image over time (Belch & Belch, 2003). They, however, caution that overuse of sales promotion can be detrimental to a brand in several ways. The first is that a brand that is constantly promoted may lose perceived value. This is in line with Teunter (2002) and Jha-Dang’s (2004) assertion that the presence of a promotion will lead consumers to attribute lower quality to the brand owing to the fact that it is on
Consumers make purchase decisions based on a product’s symbolic meanings and images, which can be used to create and enhance self-image. According to Graeff, (1997) brands associated images let consumers express who they are, what they are, where they are and how they want to be viewed. A person expects positive reactions from his significant referents, and brand image becomes a symbolic tool for goal accomplishment (Grubb and Hupp, 1968; Grubb and Stern, 1971). A person attempts to communicate to his significant references certain things about himself by using symbolic products. Consumers’ purchase decisions are significantly influenced by social value in that consumers perceive various brand images as either congruent or incongruent with the norms of the reference groups to which they belong or aspire (Grubb and Stern, 1971; Solomon, 1983).
Kagitcibasi, C., & Poortinga, Y.H. (2000). Cross Cultural psychology: Issues and overarching themes. Journal of cross cultural psychology, 31(1), 129-147. Keller, H. (1997).
One of the hardest fought for attributes of a brand is knowing that customers consider that the brand has value. We learned in our lesson that perceived value is a key attribute towards selling a brand. Writing a value proposition and keeping it current could help these business leaders to determine and clarify the unique characteristics their business will need to identify to better market their brand. In this paper, I desire to convey what a value proposition is and how it can help leaders chart a successful course through changing times. Although difficult to do, writing a compelling value proposition is a vital part of marketing a brand.
if the purpose is the foundation of the company with its employees, then the trust of the consumers will follow. Consumer consciousness has shifted from what product is being offered and how it will benefit the consumer to how the product was made and how it affects consumers as whole, this means that consumers are aware that the choices they make about brands will the affect the choices of other consumers. Brands with an authentic approach to brand purpose, can expect to increase their brands to be the most valuable ones. An authentic brand will be ineffective if it's not communicated to the outside world accordingly, the purpose being a brand has to manifest itself internally, and form part of the culture of the organisation, so that the
• Consumer Awareness Many studies have been done on consumer perception and awareness about brand. Keller (1993; 1998) described consumer perceptions about brands as brand knowledge, which consist on brand image and brand awareness. Hence according to Keller Brand awareness means recognition and recall of brand. Brand Image is defined as,“a perception about a brand which is reflected by the brand associations and it is held in consumer memory” (Keller). These associations are related with attitude towards brand and brand quality.
If consumers perceive that the product has comparative advantages with other products and that element is very meaningful to the consumer, so the consumer will choose the product even though the product is relatively similar to others. Last things to be analyzed in this study is consumer attitude toward global products. The relationship between affinity towards global brands and brand preferences have acknowledged by recent studies (Sengupta, 2014). Therefore, this study analyzes how the brand is recognized, how the brand is appraised and to what extent consumers are entrust to the