Premium Essay

Brands vs Consumer Behaviour

In: Business and Management

Submitted By Gworlu
Words 2284
Pages 10
PROPOSED TOPIC: Examining the influence of Brand Image on consumer buying behaviour. The Case of Apple I-PHONE in the UK. INTRODUCTION OF TOPIC:
Nowadays firms in all segments are probing for a new foundation of sustaining competitive advantage because the competition in the marketplace is getting more rigorous. However brand image has stand as one of the powerful tool of gaining comparative advantage. It is certain that firms with powerful brand image make a momentous progress in the marketplace. A strong brand will project a picture of superiority of a firm’s product or service.
Apple Inc is an American multinational corporation that market and design personal computers, electronics and computer software. Apple Inc was founded in April 1976 in Cupertino California by the late Steve Jobs. Apple Inc is the largest technology company in the word by profit and revenue. Apple Inc has built a reputation as a consistent and trustworthy electronic company. Apple aspires to become the world leader in electronics, computer software and personal computer.

RATIONALE FOR THE TOPIC:
The rationale for my topic holds on the fact that brand is becoming the tool for absolute advantage for business in the twenty-first century. It is a challenge for organisation to survive in the constant and fierce battle of brands in the wallets, heart and mind of consumers. Though this study was premeditated for a course work, it will go beyond the purpose, the result of this study will assist existing organisation to reposition their market to gain brand awareness, loyalty. A clear understanding of consumer buying behaviour will be a decisive key to a successful marketing. PROBLEM STATEMENT:
In our modern society brand has become the crucial asset of firms. Firms are searching for avenues to organise a strong poignant brand relationship with customers. This…...

Similar Documents

Premium Essay

Consumer Behaviour and the Preference Towards a Brand- Pizza Hut

...PROJECT REPORT BUSINESS RESEARCH METHODOLOGY EXECUTIVE SUMMARY The research report includes my research about Pizza Hut to analyze the consumer behaviour and the preference towards a brand. In this research I conducted a customer analysis in which I asked the customers their preferences regarding their eating habits as well as factors that promote them to select a particular place for eating out. I also asked them their experiences in Pizza Hut, every time they visit. The factor which make pizza hut a choice of eating restaurant. Through this report I am studying the various variants offered by Pizza Hut and people’s liking towards the same. INTRODUCTION TO BRAND Pizza Hut is one of the flagship brands of Yum! Restaurant Int. which also has KFC, Taco Bell, A&W and Long John Silver’s under its umbrella. It is the world’s largest pizza chain with over 12,500 restaurants across 91 countries. Pizza Hut was started in 1958, by two brothers Frank and Dan Carney in Wichita, Kansas. They had the idea to open a pizza parlor. They borrowed $600 from their mother, and opened the very first Pizza Hut. In 1959, the first franchise unit opened in Topeka, Kansas. Almost ten years later, Pizza Hut was serving one million customers a week in their 310 locations. In 1970, Pizza Hut was put on the New York Stock Exchange under the ticker symbol PIZ. In......

Words: 1854 - Pages: 8

Premium Essay

Brand Switching Behaviour of Consumers in Telecom Industry

...1 | P a g e State of the Mobile Nation Switching Attitudes and Behaviours of Mobile Phone Service Providers in Australia Final Report Dr David Gray Dr Steven D’Alessandro Dr Leanne Carter Macquarie University Department of Marketing and Management. March, 20122 | P a g e Table of Contents Executive Summary...........................................................................................6 (i) Introduction ..........................................................................................6 (ii) Objectives of the research ....................................................................6 (iii) Methodology ........................................................................................6 (iv) Key findings .........................................................................................6 (a) The performance of the mobile phone services market..........6 (b) Switching behaviour and savings achieved.............................7 (c) Consumer satisfaction with mobile carriers .............................7 (d) Major reasons for switching carriers.........................................7 (e) Switching costs..........................................................................8 (f) The role of inertia in limiting switching......................................8 (g) The reasons for not switching...................................................8 (h) Bill shock....................................................................

Words: 4190 - Pages: 17

Free Essay

Consumer Behaviour

...Consumer behaviour is the study of individuals, groups, or organisations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society (Kuester, 2012). These helps the marketers to answer questions such as why people choose one product or brand over another, how they make these choices, and how companies use this knowledge to provide value to consumers. Specifically, we considered a number of internal factors that influence consumer behaviour including motivation and learning to help us in understanding the consumer. Solomon, et al (2010:177) defines motivation as “the process that cause people to behave as they do … Motivation occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to eliminate or reduce the need.” Dr Abraham Maslow formulated a widely accepted theory of human motivation based on the notion of a universal hierarchy of human needs. This identifies five basic levels of human need which rank in order of importance from lower level needs (biogenic) to higher level needs (psychogenic). This theory says that individuals need to satisfy the lower needs before higher level needs arise (Maslow, 1965). Physiological needs are the lowest or the first level needs. These include food, water, air, clothing, and shelter. Once the......

Words: 950 - Pages: 4

Premium Essay

Consumer Behaviour

...The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands Londiwe Mkhize Student Number: 28531907 A research project submitted to the Gordon Institute of Business Science, University of Pretoria, in partial fulfilment of the requirements for the degree of Master of Business Administration. 10 November 2010 © University of Pretoria ABSTRACT The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous......

Words: 19626 - Pages: 79

Premium Essay

Consumer Behaviour

...MKT2CBE Consumer Behaviour Week 2 Chapter 2, Value and the Consumer Behaviour Value Framework Learning Outcome 1: Describe the consumer value framework, including its basic components CVF: Identifies variables that influence the consumer both internal and external whilst also looking at the process of turning a need into a want into the acquisition of a product; then having the product do something for them (creating value) be it hedonic or utilitarian. Internal Influences: Learning, Perception, Memory, Attitude, Categorisation (cool, uncool) Personality of Consumer: Motivation, Personal Values, Lifestyle, Emotional Expressiveness (Assignment) Consumption Process: Needs, Wants, Exchange, Costs/Benefits, Reactions Value: Utilitarian/Hedonic Relationship Quality External Influences Situational Influencers Affect: feelings Consumer research: defining, establishing and testing individual differences in order to divide market External Influences: interpersonal, social environment (workmates/housemates/family) Situational Influences: time of day Learning Outcome 2: Define consumer value and compare and contrast two key types of value Value: What you get – What you give up eg. 7/11 convenience of opening 24/7 allows the company to introduce a higher premium Utilitarian: utility aspect (product, functionally, does something for you) Hedonic: facebook updates on your phone Learning Outcome 3: Apply the concepts of marketing strategy and...

Words: 2168 - Pages: 9

Premium Essay

Consumer Brand Behaviour

... Consumer Brand Behaviour Module introduction: a consumer society Consumption Ethic “Teach him to live rather than avoid death; life is not breath, but action, the use of our senses, our mind, our faculties, every part of ourselves which makes us conscious of our being. Life consists less in length of days than in the keen sense of living. A man may be buried at a hundred and may have never lived at all. He would have fared better had he died young.” (Rousseau 1762) Programme Book: Consumer Behaviour: a European Perspective (4th Ed) Solomon, M., Bamossy, G., Askegaard, S. and Hogg, M. Assessment: – Assignment (40%) – Exam (60%) Timetable Week 1 Theme Consumers Topic Introduction to the unit : What is Consumer Behaviour? A consumer society The self Motivation, values and lifestyle Learning and memory Groups and brand tribes Opinion leadership and WOM Family and age Culture and lifestyles Cultural change process Module review Reading Ch 1, 2 2 3 4 5 6 7 8 9 10 Consumers as individuals Consumers as individuals Consumers as individuals Behavioural influences Behavioural influences Behavioural influences Behavioural influences Behavioural influences Final thoughts Ch 5 Ch 6 Ch 7 Ch 9, 10 Ch 9, 10 Ch 11 Ch 13, 15 Ch 14 - What is consumer behaviour? ‘The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.’ Solomon et......

Words: 1551 - Pages: 7

Premium Essay

Consumer Behaviour Report (the Sherlock Holmes Brand)

...NAME: Ishita Chaudhary [ishichaudhary@gmail.com] ROLL No.: 016 CLASS: SYBA ‘A’ I have taken up the brand of ‘Sherlock Holmes’, the character created by Sir Arthur Conan Doyle, from its inception in the 19th century till present day. INTRODUCTION AND HISTORY When Sir Arthur Conan Doyle first introduced Sherlock Holmes to the reading public in 1887, nothing could have prepared him for the fact he had created a character who was destined to become the most famous detective in the world. This British literary idol went on to break all records and has become the most frequently portrayed fictional character of all time. Today, the brand has been invented and re-invented in so many different and exotic ways that it has the potential to keep entertaining, amusing, enlightening and keeping readers, viewers and listeners of all ages engaged for a long time to come, deviating from and strengthening the original fandom, and keeping a century-old brand as alive and as unique as it was when with the publishing of The Final Solution, Conan Doyle killed off the famous detective and had to face eight years of intense public pressure, who took to the streets wearing black arm-bands and demanding that he bring Holmes back. Few fictional characters have risen to the prominence and longevity as the Baker Street sleuth. Like any well-crafted piece of work, Sherlock Holmes has been an inspiration in his field – informing identities of later fictional characters, from Batman to...

Words: 4407 - Pages: 18

Premium Essay

Consumer Behaviour

...Research Report Consumer Behaviour Naveed Mohammed 300765975 Prof. James Quance Business Communications 2 BUSN 733 13 Nov ‘13 ------------------------------------------------- Executive Summary This report discusses consumer behaviour in detail. Consumer behaviour refers to the buying behaviour of individuals and households that buy goods and services for personal consumption. All of these final consumers combine to make up the consumer market. Consumers around the world vary tremendously in age, income, education level and tastes. They also buy an incredible variety of goods and services making both simple and complex purchase decisions every day. The Cultural, Social, Personal and Psychological factors that affect consumer behaviour are discussed in detail. The consumer decision process which consists of Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision and Post Purchase Behaviour are then studied. A Consumer Analysis follows where questions like “Who buys and uses the product?”, “What consumers buy and how they use it?” and “Why consumers prefer a product?” are answered. A brief conclusion wraps up the report which states how Marketers study consumer behaviour to find answer to most questions that help them design marketing strategies to reach consumers more effectively and build long lasting relationships. Table of Contents Introduction | | 1 | Factors influencing Consumer Behaviour | | 1 | |......

Words: 2342 - Pages: 10

Premium Essay

Consumer Behaviour

...Consumer Behaviour Theory Analysis In Nokia And Motorola Marketing Essay ukessays.com /essays/marketing/consumer-behaviour-theory-analysis-in-nokia-and-motorolamarketing-essay.php The company manufactures mobile devices for almost every key market segment and protocol that also involves GSM, CDMA, and W-CDMA. In addition to manufacturing mobile devices the company also offers various internet services like applications, maps, games, media, music and messaging (Nokia Looks Beyond, 2004). The company’s subsidiary “Nokia Siemens Networks” manufactures telecommunications network equipment, resolutions and services. Moreover, the company also serves its customers with free digital map information and navigation services (About Nokia, 2010). The company operates as a leader in the mobile telecommunications and this competency of the company depends upon its abundant experience, technology invention and precise marketing strategy. In the product category of mobile-phone brand, Nokia has attained number one position and it is all due to its approach towards its customers. In this project the product category selected for the discussion is “mobile phones” in which Nokia has established itself as leading brand in comparison to any other mobile phone manufacturer. With its advanced technologies and features the company has established itself a well-known brand in the mobile phone category (About Nokia, 2010). The company believes in offering handsets with attractive designs, advanced......

Words: 3082 - Pages: 13

Free Essay

Consumer Brand Switching Behaviour in Indian Telecom Industry

...thesis on the above mentioned topic and extend my knowledge and help in all ways possible. Thank You. Yours faithfully, Prof. Pabitra Ranjan Chakravorty. II LETTER OF APPROVAL III PREFACE The customers are very important and play a crucial role in any process of marketing. Today, customers are the kings of the market because the customer loyalty and customer preference are built by the products and the services offered to the customers and they seek for the more benefits and money’s worth for the amount they spend. That is where the concept of customer preference and consumer behavior comes because the customers make the marketers to rethink about designing the products and services. They have to think about the market segmentation, market strategies, consumer behavior, consumer’s tastes, consumer’s lifestyle etc also. Many marketers are smart enough to understand consumers’ needs, wants and demands and perform beyond their expectations i.e. they delight them. It provides them growth, profitability and creativity with lot of inventions. IV ACKNOWLEDGEMENT A mammoth thesis of this nature calls for intellectual nourishment, professional help, and encouragement from many quarters. I would like to express my gratitude to: The pioneers in the field of marketing management who have shaped their understanding through their rich and varied contributions. Professors and seniors for providing the stimulus for making this thesis successful. A number of......

Words: 25735 - Pages: 103

Premium Essay

Consumer Behaviour

...AMITY SCHOOL OF DISTANCE LEARNING, ASoDL Consumer Behaviour ADL – 45 Assignment – A Five Analytical Questions Marks – 10 1. a) What is the interrelationship between the consumer behaviour discipline and the marketing concept? b) How can the study of consumer behaviour assist marketers in segmenting markets and positioning products? 2. Contrast the major characteristics of the following personality theories: a) Freudian theory, b) Jungian theory, c) Neo-Freudian theory, and d) Trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer’s behaviour. 3. a) Discuss the differences between the absolute threshold and the differential threshold. b) What is consumer reality? 4. How is perceptual mapping used in consumer research? Why marketers are sometimes forced to reposition their product or services? Illustrate your answer with examples. 5. Distinguish between beliefs, values, and customs. Illustrate how the clothing a person wears at different times or for different occasions is influenced by customs. Assignment – B Three Analytical Questions Marks – 10 1 A marketer of health foods is attempting to segment its market on the basis of consumer self image. Describe the four types of consumer self-image and discuss which one(s) would be most effective for the stated purpose. 2 Which theory of learning (i.e., classical conditioning instrumental conditioning or cognitive......

Words: 1925 - Pages: 8

Premium Essay

Consumer Behaviour

...object. As a consumer, we have a wide range of products and services to choose from and we tend to form attitudes towards each products while making decisions, for example when we are being questioned whether we like or dislike the specific product in a survey. At that moment, we are being asked to express our point of view on the certain product or service. As the way consumers feel about the brand reflects their attitudes towards that brand. Consumer’s attitudes towards a certain product is crucial for any marketers as it determines how well their products or services perform in the specific market. From that, marketers will know how to tailor their products to meet each individual’s unique requirement. There are two types of attitudes, positive attitude and negative attitude. When a consumer have a positive attitude towards a product, he or she will spread positive word of mouth to others, this can boost up the company’s image, however, negative attitudes towards the product may have a big impact on both reputation and sales of the company. This essay will outline how consumer attitudes are formed and affect the behavior of consumers. Next, the difference in behavior and attitudes on product choice and purchase when consumers are rational or irrational decision makers will be discussed, Lastly, the ways marketers used to change consumers ‘attitudes and behavior when they are rational or irrational will be included as well. Content Different types of consumers have......

Words: 4255 - Pages: 18

Premium Essay

Factors Affecting the Buying Behaviour of the Consumers: Branded vs. Imitation Clothes

...Factors Affecting the Buying Behaviour of the Consumers: Branded vs. Imitation Clothes Mary Jonique M. Enoria Gracil L. Gomez BSBA-MKTG3A \ Abstract The relationship between consumers’ decision-making styles and their choice between imitation and branded clothing is investigated using a sample of Filipino consumers. The objective of this paper is to gauge the factors affecting purchase decision taking comparative perspective as base. Findings are calculated using survey technique and weighted mean method with a sample of 30 participants in Valenzuela. The objective of this paper is to analyze the significance of demographic profile of consumers affecting the purchase decision of branded garments and to observe from comparative perspective of their awareness about different apparel brands available in the Philippines market and also to find out whether there is a significant difference in total expenditure on branded apparels done by male and female. In developing countries, consumers are becoming conscious of fashion brands. The research was directed towards understanding the determinants of clothing involvement of Filipino perspective. A primary research study was conducted on Valenzuela Residents aged between 13 and 22 years using the survey method to know the factors affecting the buying behaviour of fashion clothing in their lives. The scale constructs related to consumption involvement, product involvement, advertising involvement and purchase decision......

Words: 1919 - Pages: 8

Premium Essay

Consumer Behaviour Model of a Brand

...(3593) Wasim Akhtar (3588) Ateeq-ur-Rehman (3582) Muzammal Shahzad (3623) Consumer Behavior Model Of Consumer Behavior Model Of Table of contents | * Introduction * Marketing Stimulus * Sociocultural Environment * Psychological Field * Buying Decision Process * Purchase * Post-Purchase Evaluation Introduction Tea is an aromatic beverage commonly prepared by pouring hot or boiling water over cured leaves of the Camellia Sinensis, an evergreen shrub native to Asia. After water, it is the most widely consumed drink in the world. As evident by its name the blend consists of well-made premium quality Tibetan BP1s (granules). Each component of Tibet blend is carefully selected to provide a lovely looking leaf appearance that is neat, black, grainy and fairly even. Tibet blend is an excellent combination of lively taste and distinct, which produces satisfying cup of tea for the consumers who like aromatic/flavor tea. The most important feature of this brand is that the characteristics of a brewed cup remain intact even after a long time. Simply, Tibet is a new brand that provides a great value product. Marketing Stimulus: The marketing stimuli are consist of four groups of variable are Known as Four P’s (Product, Price, Place, and Promotion). * Product: Product line of TIBET tea is not lengthy like other products because it’s a new brand in market so it contain only two type of tea, brown tea and green tea. We also......

Words: 2462 - Pages: 10

Premium Essay

Consumer Behaviour

...q Consumer Behaviour 1 q 1 Consumer Behaviour Customer is profit, all else is overload.... x This chapter provides an introduction to consumer behaviour. “Consumer is the most important person. The business revolves around the consumer.” After finishing this chapter one should be able to understand: q What is meant by consumer behaviour q Consumer decision-making process q Marketing strategy and consumer behaviour q Indian consumer and his characteristics x INTRODUCTION All of us are consumers. We consume things of daily use, we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, speciality goods or, industrial goods. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us. While buying, we also consider whether to buy or not to buy and, from which source or seller to buy. In some societies there is a lot of affluence and, these societies can afford to buy in greater quantities and at shorter intervals. In poor societies, the consumer can barely meet his barest needs. The marketers therefore tries to understand the needs of different consumers and having understood his different behaviours which......

Words: 3230 - Pages: 13