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
These are: Extended purchase decision-making: where purchase is based on objective, rational criteria and for functional reasons. Symbolic purchase behaviour: which is purchasing a brand to portray a certain image or because it complies with social approval. Repetitive purchase behaviour: this is making repeat purchase or purchasing something since one is familiar with the product and may be loyal to it. Hedonic purchase behaviour: this is purchasing a product just because one likes it. Promotional purchase behaviour: this is purchasing a product because it is available on sale or it is on promotion.
Last of all, Value-in-use is customer’s perceived value during the usage or consumption of a product (Woodruff, 1997) and it occurs in two stages such as purchase and consumption experience. On the other side, value proposition in anticipation and remembering stages of experience may not be sufficiently explained by previous approaches and according to holistic experience perspective, value should be provided in every stage of experience. Thus, in this study the concept of value will be used as perceived value of the customer in every stage in of his experience (Turnbull,
Impact: What value a product would augment better than the competitors and how a product is facilitating the target market better than the alternatives. Proof: It is the endorsement that a specific product has delivered specific values in the most cost effective manner to gain customer satisfaction. Cost: It is the value a customer is expecting to get from a product paying a certain amount of money. Customer compares the value of the product with the cost that they have to pay and evaluate whether it delivers what is expected or not? Dimensions of Value proposition from company’s perspective are Value Creation: The basic step where the idea of value specification is presented and processed.
How well these expectations are met determines whether the consumer is satisfied or dissatisfied with purchase. Price often influences the level of expectations for a product or service. For marketers, an important element of any post purchase evaluation is reducing any doubts that the decision was sound. When purchasers recognize inconsistency between their values or opinions and their behaviour, they tend to feel an inner tension called cognitive dissonance. Consumers try to reduce dissonance by justifying their decision.
After purchasing and consuming the products or services, consumer will once again evaluate the products or services. Upon consumption, consumer will come to two conclusions, they will either satisfied with the consumption or they are dissatisfied with the consumption. Satisfaction happens when the expected performance of the products meets the expectation of the consumer whereas dissatisfaction happens when the expected performance do not meet the expectation of the consumer. According to Monger (2012), customer satisfaction is important in order to retain sales. If consumer is satisfied with the products produced by the firm, it is very likely that repeat purchasing will occur.
The aim of marketing is to meet and satisfy target customer’s needs and wants better than competitors. Consumer behavior is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. One can analyze the relationship between the variables (factors) of consumer behavior and willingness to purchase. Regression analysis is a statistical technique for estimating the relationship among variables which have reason and result relation. This is proposed to find the relationship between the consumer behavior factors to the consumer willingness to buy a product.
CHAPTER 2 LITERATURE REVIEW Advertising is to create understanding, liking and selection of products or services. The most influencing theory in marketing and advertising research is attitude towards the advertisement. yet the attitude that formed towards the ad help in influencing the consumer’s attitudes and perception towards the brand until their purchase intent(Goldsmith & Lafferty,2002). 1. Shiffman and Kanuk(2004) explains the meaning of “Consumer Behavior” as the behavior that consumer behave in the form of acquiring, buying, using, evaluating, or consuming product, service and idea to fulfill own need, and be the study of the decision making of consumer in spending resources, both money, time and power for consuming products and services that included (1) What to buy, (2) Why to buy, (3)
The consumers can be satisfied by way of supplying quality goods and services at a reasonable price. In order to satisfy them the business enterprise has to conduct several operations. They include buying of raw material, converting them into finished goods and finally to sell them to consumer. Buying of raw material and sale of finished goods are the activities of marketing. Thus, marketing
Consumer buying process This is an important process which has a vital role in consumer behaviour study. This is the first essential step to understand consumer behaviour. The objective of study of consumer buying process is to know how a consumer makes his decision regarding buying or not buying any commodity. In most cases, a decision involves the selection of an option from two or more than two or more attractive choices. The buying process it the process of decision –making leading to a purchase function.