The direct approach attempted to measure Consumer Based Brand Equity more directly by assessing the impact of Brand Knowledge on consumer response to different elements of the marketing programme. The direct Brand Knowledge measurement requires experiments in which one group of consumers responds to an element of the marketing programme when it is attributed to the brand and another group of consumers responds to that same element when it is attributed to a fictitiously named or unnamed version of the product or service. Comparing the responses of the two groups provide an estimate of the effects due to the specific knowledge about the brand that goes beyond both product or service knowledge. In ‘blind’ test, consumers evaluate a product on the basis of a description, examination or actual consumption experience either with or without brand attribution. The conjoint analysis or trade analysis (Green and Srinivasan, 1978) can be used to explore the main effects of the brand name and interaction effects between the brand name and other marketing mix elements such as price, product or service features, and promotion or channel choices.
A STUDY ON CUSTOMER SATISFACTION ON FOOTWEARS IN THENI DISTRICT Abstract The buying process that goes into a purchase. With customers becoming increasingly fashion conscious and wasteful, and the industry becoming more global in its appeal, the consumers purchase pattern has also seen a shift in terms of various parameters. However, in a diverse Indian market, the entire consumer base can be segmented to use the Bottom of the Pyramid approach. This paper to analyze consumer behavior for footwear in Theni district. Key words: Questionnaire survey, Customer satisfaction.
Literature Review Krishna (2012) focused on attitudes and behaviour on the concept of the youth’s buying behaviour towards branded sports shoes, different consumers have got different decision making process. The buyer’s ultimate goal is to buy the product of qualitative, quantitative with low/best affordable price. In order to identify different kinds of consumer’s behaviour towards buying of different branded shoes and Nike sports shoe. Investigator has carried out buying behaviour of youth and different kind of consumer behaviour models, literature and theory of consumer behaviour; and finally, analysed and
Papadopoulos (1993) considers COO effects as the process of how the origin of imported products would affect consumers’ perceptions of a product and their evaluation of its attributes. Chinen et al. (2000) indicate that the COO effect is the information that consumers rely on to evaluate the quality of products from various countries and decide whether to purchases products or not. In this manner, COO has an impact on purchase intensions and buying behaviors of consumers. Wang and Lamb (1983) define COO effects as intangible barriers for entering new foreign markets in the form of negative consumer biases toward imported
It helps marketing managers to understand why consumers made that buying decision through their behaviour. One of the psychographic segmentation method is values, attitude and lifestyle system as known as VALS. Stanford Research Institute has developed VALS 2 which concentrate more on the psychological framework and it is segmented into two variables which consist of self orientation and resources (Gao et al.2009). Within these two variables, VALS 2 illustrate into eight lifestyle groups that display distinctive behaviour and buying decision. These eight lifestyle groups are actualisers, achievers, believers, experiencers, fulfillers, makers, strivers and strugglers.
Basically, there are has some elements of marketing strategy theory which can influence customer purchasing decision on imported apparel such as segments, brands, competition, product, price, promotion, communication and outsourcing. The marketer should carefully analyze the customer behavior on buying a imported apparel and find and implement the suitable marketing strategies into their product marketing. Furthermore, marketer should know how exactly the implementation of their marketing strategies can influence their customer purchasing
It answers the questions; what to sell, where to sell, when to sell, how to sell. Market research also sells forecasting. It estimates the demands for new products, fixes territories and sales quotas. Marketing research on the other hand, collects and analyses data for solving marketing problems. Marketing research aids in taking marketing decisions, facilitates in controlling the marketing activities.
He also discusses extensively, now the advancements in technology have changed the face of retailing and have compelled retailers in India to rethink their strategies. He also suggests that retailers must reassess their strategies and must acquire a mindset in managing customer relationship to be successful in the ever changing
Basically, there are has some elements of marketing strategy theory which can influence customer purchasing decision on imported apparel such as segments, brands, competition, product, price, promotion, communication and outsourcing. The marketer should carefully analyze the customer behavior on buying a imported apparel and find and implement the suitable marketing strategies into their product marketing. Furthermore, marketer should know how exactly the implementation of their marketing strategies can influence their customer purchasing decision. 2.2.1 DEFINITIONS OF APPARELS Apparel also known as a cloth. Clothing is defined as a cover for the body as well as hand.
A STUDY ON CONSUMER BEHAVIOR TOWARDS ELECTRONIC GOODS ABSTRACT The consumers have to consume various products in their day- to- day life. The usage of products depends up on their needs and wants. The varieties of products available in market force the consumer to select, product at very initial stage, The selection and purchase of the products depend on the differential behavior over time, availability of information from various sources, their preference to a particular product, their utility etc. A study on consumer behavior helps the firm to provide valuable information and guidelines on new technological development. INTRODUCTION TO THE STUDY Consumers have different tastes, likes, dislikes and adopt different pattern while making