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).
The study focuses on the brand and its links with consumer decision making process regarding purchase of a product. Consumers consider some attributes of a product before making a decision in respect of purchase (Schiffman & Kanuk, 2010). Consumer perspective to a collection of some of the brand creates an overview of the product (Hawkins, Best, & Coney, 2004). The view of consumers about a product is a collection of attributes that has a lot of benefits to meet their needs (Assael, 2004). “Brand equity is a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers” (Cravens, 2003) Brand fairness has a positive impact on buying decisions, customers Feel by heights of brand equity for the first time after use and then tend to make buying decisions, they use brands that is slightly aware with its name and express value that this worth has
Post purchase assessment refers to consumers analysis whether the item was helpful to him or not, whether the item satisfied his need or not? Social Factors influencing Consumer Behavior Consumer behavior manages the study of purchasing behavior of consumers. Consumer behavior helps us comprehend why and why not an individual buys products and ventures from the market. There are a few elements which impact the purchasing choice of consumers, social components being a standout amongst the most essential variables. What are Cultural Factors ?
Purchase Intention is defined as “predisposition to buy a certain brand or product” (Belch & Belch, 2004, p. 120). Purchase Intention also indicates how likely it is that the individual would purchase a product (Phelps & Hoy, 1996). Previous studies examine the relationship of attitude with purchase intentions in specific dimensions, such as attitude towards advertiser (Lutz et al., 1983), attitude towards advertisement and attitude towards brand (MacKenzie et al., 1986; MacKenzie & Lutz, 1989). The current study focuses on the concept of attitude toward brand. Attitude toward brand has profound and important role in affecting consumer’s purchase intentions (Gresham & Shimp, 1985; Goldsmith et al., 2000).
He suggests comparing a product with a brand name to an unnamed product what can explain the consumer’s buying habits and preferences (Jara & Cliquet, 2008). Keller applies brand awareness and brand image as two major components of his model. Thus, brand awareness relates to brand spontaneous recognition in consumer’s mind, and brand image is defined as brand associations erased in consumer’s memory. In regards to brand associations, three categories emerge, namely, attributes, benefits, and brand attitudes. Attitudes correspond to descriptive characteristics of the product; benefits relate to the personal value attached to the product; and brand attitudes are used for customers’ evaluation of a product.
Study enumerates consumer preference towards Hyundai which will work around understanding the factors to which consumer gives more priority while making purchase. This study will give clear idea about consumer taste and preference so that company can work towards it. Methodology Adopted Research design Qualitative research method being used in order to conduct the survey. Sampling unit This involves current customers of Hyundai motors Mangalore Sample
2.3. Development of hypotheses 2.3.1. Attitudes to microcredit Hilson and Mc Quilken, (2014) argue that emotional and psychological feature attitudes on the product would like to investigate, as they predict purchase behavior of the product. The emotional part of attitudes shows positive feelings and emotions of mistreatment credit (Saleh, 2012). Also, people tend to cognitively appraise attributes of an object at a time from good for bad (Kay, and Urioste, 2007).
Hofstede’s book has been used to examine cross-cultural differences in actual consumption behaviour and product use and is also useful in predicting consumer behaviour or effectiveness of marketing strategies for various cultures (De Mooij and Hofstede, 2010). De Mooij and Hofstede further note that culture and the individualism/collectivism perhaps best reflects cultural differences in behaviour research studies, especially in the studies conducted between Western and Asian cultures. Western (American) culture is generally seen as individualistic, meaning the emphasis is on the betterment of the individual, while Asian, Latin American and Middle Eastern cultures are generally seen as collectivistic where the emphasis is on the betterment of the group. This individualism vs collectivism model is very useful if applied to retail design as it highlights the effect cultural elements have on consumer
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.
Consumer Buying Behaviour In layman’s terms Consumer Buying Behaviour refers to the study of individuals, groups or organization. The various ways they use to select, use, protect and dispose the different types of goods, services or idea to satisfy the desires, needs, wants of the consumer and the society. Various definition of consumer buying behaviour It also tries to understand the decision making process of the buyers that is both the individual buyer as well as the business buyers. Also it understands the reasons as to what affect the buying decision. The consumers often display the behaviour of searching for, purchasing, using and evaluating the goods and services that will satisfy their needs and wants.