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.
Plummer (1985) found that brand image perceptions are formed whenever there is an indiret/direct contact with the brand. The consumer derives some intrinsic value from these associations. Aaker (1996) found the cognitive elements (ex product/ specification related characteristics) to be the primary precursors of brand personality. He also found that Brand Personality is a key component of Strong Brands (Aaker D. A., 1996) Research has also found that the functional/ utilitarian motivations could lead to emotional or affective reaction. This in turn may lead to the overall evaluation and thus lead to conative, behavior intention (e.g.
Even though the whole attitude of the end consumers’ is positive towards the Hugo Boss brand but the consumers fondness to buy the Hugo Boss brand appearing to be comparatively low down as the trend is being seen that the consumers are liking the other brands. Service Quality Service quality starts from customers. Quality is one of the major basis of their perceptions. Companies should focus on satisfying or exceeding the expectations of customers, as it is the most significant positioning tool that will attract clients. (Veljkovic,2006) Two Dimensions •
2003). Consumers are attracted by companies that meet the CSR values and choose companies and brands that are more socially responsible above any other brands or companies. (Kotler and Lee, ,2009). Organizations often do not advocate the CSP”s belief, they treat customers as kings and always right (De Vrye, 1994) CSP deals with customers directly, they are the first to deal with the customers and their emotions, despite the claim that a customer is always right they seem to ignore the customer services people (Lemmink & Mattsson, 2002). Consumers have a favorable view of firms practicing CSR (Brown and Dacin, 1997; Murray and Vogel, 1997), consumers are getting more and more involved in good buying practices and supports the socially responsible organizations in return firms are forced by consumers expectation to behave ethically by contributing to the welfare of the community.
Personality and self-identity play a central role in consumer behavior. Consumers use brands to communicate various aspects of themselves. We discussed about aspects of self, the extent to which these aspects are emphasized and primary function of self-concept in each approach (Szmigin, 2014)
Political issues have stalled assembly plants in some countries. Doesn't use advertising and brand campaigns as aggressively as its competitors. 2.3 Opportunities With several sponsorship deals with national as well as international events, it is in to conscious brand building efforts with targeted advertising. Worldwide assembly plants ensure easy service to customers who, in turn, give good word of mouth publicity. It has been able to convince the customers of safe, value for money and reliable products.
Convincing customers to make a re-buy and change this relationship into a loyal customer is also very costly. Customer loyalty creates a lot of benefits for the companies. These include lower costs associated with retaining existing customers, rather than constantly recruiting new ones especially within mature, competitive markets (Ehrenberg and Goodhardt, 2000). But the effect of these benefits can differ per industry. Therefore this research in the footwear industry tries to find out how customers reaction will be by an increase of price.
Semiotic positions meaning at the nucleus of consumer behavior and involves the study with multiple perspectives. “Advertising is a cultural document, a way of presenting and apprehending the world"-(Sherry 1985, p.1) thus, a semiotic consumer research helps to understand and map consumer behavior and psychology which at the end helps for a better communication. Semiotic consumer research is an integral part of the process of designing a communication. It helps to study- • Consumption Pattern- The reason, why a consumer gets attracted to a particular. What symbolic that grabs his attention and leads to his consumption.
With the same factors as we mention before, buyers are buying a standardized product, while the seller to purchase products in the economy is also entirely feasible to multiple.Buyers can easily convert to other substitutes s the competitors can provide substitutes to replace Hup Seng with low transaction costs, customers can simply switch to other suppliers such as London Biscuits, Massimo and etc. Luckily, price of the products of Hup Seng still deem as standard than other biscuits manufacturers. Therefore, the bargaining power of customers is rated high due to the low switching
Culture links the brand with the organisation. Relationship is the equation that a consumer shares with the brand. It symbolises the relationship that the consumer shares with the brand. Reflection shows the character or personality of a brand’s stereotypical user. It serves as a source of identification.