“Mba Students’ Brand Awareness and Preference with Regard to Branded Laptops: a Case Study in Nis Academy, Guwahati”

Topics: Brand, Preference, Marketing Pages: 10 (2813 words) Published: May 6, 2013
“MBA Students’ Brand Awareness and preference with regard to Branded Laptops: A Case Study in NIS Academy, Guwahati”


Studying the consumer buying behavior is a very complex process, as it involves not only the economic factors but also the emotional factors. However, marketers need to study the consumer behavior, as it helps them position their products better and develop effective marketing strategies. Consumer buying behavior is influenced by the culture and subculture. Habits, likes and dislikes of the people belonging to a particular culture or subculture can affect the marketing efforts of a firm largely. The social class to which the individual belongs tells about the type of products the individual prefers. Other factors that influence the buying behavior are social factors like reference group and family, personal factors like the age, life cycle and occupation, and psychological factors like motivation, perception and attitudes of the customers.

Buying roles and buying decision constitute consumer’s decision-making behavior. A customer can adapt various buying roles like initiator, influencer, decider, buyer, preparer, maintainer and disposer in purchasing and using the products. Buying behavior helps marketers learn the intensity and degree of involvement of customers in purchasing the products. Customer buying behavior is broadly classified into three types. Extensive problem solving buying behavior is exhibited when a customer buys high involvement, expensive and less frequently purchased products. Consumers are involved in routine problem solving decision-making process, when they purchase routinely purchased, low cost products. Variety seeking behavior is seen when customers purchase low-involvement products.

Keeping with this perception the present study has been designed and undertaken to examine the Awareness and Brand Preference of the MBA students of NIS Academy, Guwahati, with respect to the branded laptops.

Objective of the Study:
The present study has been designed with the Objective of studying the Awareness and Brand Preference of the MBA students of NIS Academy, Guwahati, with respect to the branded laptops. The study has also been attempts to examine whether there is any preferential differences exist between the two-gender group of respondents or not.

Review of literature:

Brand awareness is refers to the strength of a brand’s presence in consumers’ minds. Brand awareness is an important component of brand equity (Aaker, 1991; Keller, 1993). Aaker mentioned several levels of brand awareness, ranging from mere recognition of the brand to dominance, which refers to the condition where the brand involved is the only brand recalled by a consumer. Rossiter and Percy (1987) defined brand awareness as the consumers’ ability to identify or recognize the brand, whereas Keller conceptualized brand awareness as consisting of both brand recognition and brand recall.

A study of Kumar and Gogoi (2009) on Consumers’ Perceptions and awareness with regard to Purabi Brand of Dairy milk in Guwahati has drawn a clear picture regarding consumers’ perception and satisfaction. The study reflects that the consumers in Guwahati are well aware of their milk brands among the available alternatives. Out of all the six brands, Purabi is the dominating one and most of the consumers (i.e., 74%) rely on this brand. It was also found that perceptions of executives regarding the brand are different from that of consumers, which was found statistically significant also. He, Yanqun (2004) in his study examines the theoretical framework regarding the association between consumer satisfaction and repurchase intention, which in turn, determines profitability. Specifically, it investigates the role of consumer satisfaction in forming repurchase intention among other important marketing variables such as perceived quality and assessed value. It further studies the relationship between...
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