It creates a relationship between the customer and the manufacturer. Thus Brand is a specified name given to the product or combination of products from the creator. The basic objective of this research is to assess the role of brand in influencing consumer buying behavior, by tapping the responses
What are consumer insights? What types of business challenges can benefit from consumer insights? How are consumer insights obtained? The consumer insights usually helps firms to understand the notion behind consumer attitude, preference and belief for purchase a certain product among the basket of brands available in the market. These insight can be gathered from consumer surveys, both qualitative and quantitative in nature, which can help the company to gather data on the strength and weakness of the brand and product attributes that are associated with frequency of purchase and usage of the product.
Consumer behaviour as a concept, involves much more than ‘buying things’. It focuses on the study of ‘how having (or not having) things affect our lives, how possessions influence the way we feel about ourselves and about each other – our state of being’ (Soloman, 2006). This includes identity, which can have a significant impact on consumer behaviour. This essay will consider the impact of identity on consumer behaviour, applying the understanding to products and different contexts. It will also explore the different types of identity and the effects on consumer behaviour.
THEORY AND MODEL Philip Kotler (1995) has developed model of consumer decision making process which is widely used to understanding customers purchasing decision. Kotler (1995) stated that a purchasing decision is determined by the customer’s personal characteristic and evaluation process, along with the external stimulation environment. The detail of theories will be state in the sequel: By theory of Kotler (1995), external stimulation can be divided in two groups. 1. Marketing stimulation which is linked to marketing mix (Price, Place, Product, and Promotion).
This component can be related to an individual’s loyalty to the brand, purchase intentions or actual buying behavior towards the attitude object (Broderick and Pickton, 2005; Evans et al., 2008). The purchase behavior of an individual is believed to be influenced by the cognitive and affective components of attitudes (Evans et al., 2008). In the field of marketing and consumer behavior research, the conative component is often regarded as an expression of the consumers’ intentions to purchase (Leon, Schiffman, Kanuk, & Hansen,
The aim of this write-up is the logistics consequences of the development of E-commerce concerning physical products. The cost will be analyzed with a Supply Chain view and the perspective from the transport and logistics providers. An e-commerce model is created by a number of different logistic forces. The model has emerged out of the competitive forces model by Porter. This e-commerce model is demonstrated by a number of examples.
Paul Peter, there are three (3) elements that marketers should be researched and analyzed to develop effective marketing strategies to a product and services. First element is “consumer affect and cognition”, it refers to two type of mental responses which consumers show to the market. “Affect” is the feeling of the consumer to the product or service whether he/she likes it or not. For example, affect includes relatively intense emotions such as love or anger, satisfaction or frustration, boredom or relaxation, and milder overall attitudes such as liking that particular product or service or disliking it. “Cognition” in the other hand is how consumer thinks, such as their beliefs about that particular product or service.
LITERATURE RIVEW Armstrong And Kotler (2007), The behaviour of consumer impact way goods and services are presented to them in markets. There are many components which influence consumer behaviour namely, cultural, social, personal and psychological Consumer behaviour is the study of when, why, how and where people do or do not buy products (Sandhusen, Richard L; 2000). Kundi J. et al (2008) stated that consumer behaviour refers to the mental and emotional process and the observable behaviour of consumer during searching, purchasing and pos consumption of a product or services. Consumer behaviour blends the elements from psychological, sociology, sociopsychology, anthropology and economics. Moschis, (1976) Consumer behaviour is affected by
Look for a pattern in factors which influence people's perception and attitudes towards using online shopping. Therefore this research will make use of the Extended Technology Acceptance Model with Theory of Planned Behavior and Theory of Perceived Risk
are the issues which are dealt with in the discipline of consumer behaviour. Consumer behaviour refers to the behaviour that consumer display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. The research of consumer behaviour is the research to how individual make decision to spend their available resources (time, money, effort) on consumption related items. Consumer behaviour can be defined as those acts of consumers directly involved in obtaining, using and disposing of economic goods and services, including the decision processes that precede and determine these