• Frito Lay Case
    , examining the chip, potentially delivering a similar chip to market ahead of Frito Lay, which would have a dramatic impact on the opportunity to create loyalty by being first to market. Consumer Acceptance and Sales Potential Starting in 1988, 13 months of extensive product research was conducted to...
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  • Consumer
    some product characteristics (i.e. price, country of origin and brand) in Wickliffe’s (1998) study. Since apparel’s product attributes or critical characteristics can always determine its ultimate purchase acceptance or rejection by consumers (Sproles, 1979), they are often postulated by researchers...
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  • A Conceptual Study on the Relationship Between Service Quality Towards Customer Satisfaction: Servqual and Gronroos’s Service Quality Model Perspective
    the service organization. Corporate image refers to the perception of the customers towards the business firm which ultimately influence the customer to buy the products or services from an organization (Keller, 1993). If any organization can create positive image with their customers then they can...
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  • abcde
    tourists' perceptions of a destination as a recommendable place. Past research (Schreyer et al., 1984) revealed that prior product knowledge enables consumers to evaluate a product's utility, attributes, and applications. Chen (1998), in his review of tourists' decisionmaking process, proclaimed that...
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  • Brand Repositioning
    their target segment (rarely) • When brands want to communicate improved offerings • When motivation to buy products in the category is low Timely repositioning Contemporary perception could involve either the image or superior functional utility. Iodex was almost the unassailable leader for...
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  • Postioning of Monte Carlo Denim Vis a Vis Other Competative Brands
    literature revealed that the previous studies emphasised on the study of the impact of brand names on customer’s perception of quality and price of slacks and various other branded products of various brands according to age, income, and socio economic class. Results of the study indicate that customers...
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  • The Examination of Young Affluent Purchase Intention on Luxury Bags in Malaysia
    relationship between factors that influence young affluent purchase intention towards luxury bags. This research is structured around three main parts. First, main attributes that influence the purchase intention of young affluent on luxury products will be present. Then, second part will focus on results...
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  • Consumer Behavior Towards Retail Stores in India
    be characterized also by a set of associations that include specific beliefs about any member in the category in addition to overall attitudes toward ail members in the category. These beliefs include many of the product-related attributes for the relevant brands, as well as more descriptive...
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  • Buyer Behavior
    global marketers is the fact that buyers often hold distinct beliefs about brands or products based on their country of origin. Studies have found, for example, that the impact of country of origin varies with the type of product. Consumers want to know where a car was made but not where lubricating...
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  • marketing
    restyling by a designer/soft furnishing buying/all that designer Jimmy possum coordinated soft furnishing that is luxury!”. Undergarment product and brand attributes and category perceptions There was a range of what subjects perceived as lingerie. The term lingerie was not felt to...
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  • Marketing
    perceptions about country-specific product attributes directly influence their attitude toward country-specific brands or products. In his empirical study, Han (1989) found that the mechanism underlying country-of-origin effects depends on the consumer’s product familiarity. When consumers possess only a low...
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  • Indian Car Industry
    implications for consumer attitude formation towards foreign products/brands, their purchase intentions and choice between domestic versus foreign-made products (Reardon et al, 2005). 17 Consumer Perception of Global vs. Local Brands: The Indian Car Industry According to Steenkamp et al (2003...
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  • Brand and category design consistency in brand
    –285 product with their existing brand image. If the product fits with their subjective perception of the brand, the resulting conceptual fluency will lead to a more favorable attitude toward the extension product. On the contrary, if the extension product does not fit with their existing brand...
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  • The Impact of Brand Extension
    ) seminal work identifies those associations that consumers have with a brand which go to make up brand knowledge and, subsequently, brand equity. Of particular interest to this research are associations from product attributes (e.g. Fairy is associated with gentleness) and non-product attributes (e.g...
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  • Brand Management Summary
    version of the product or service. * Brand knowledge: a brand node in memory to which a variety of associations are linked: * Brand image: set of brand associations in a consumers’ memory. It are perceptions about a brand as reflected by the brand associations held in consumer memory. Brand...
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  • Marketing
    in advertisement and its impact on the overall brand is of great significance. Although this sounds pretty simple, but the design of such campaigns and the subsequent success in achieving the desired result calls for an in-depth understanding of the product, the brand objective, choice of a celebrity...
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  • Summary/ Course Notes Consumer Behavior & Marketing Strategy
    .  This approach thus attempts to measure consumer value systems and consumers’ perceptions of various brands in a product class Haley, four basic segments: Sensory, Sociable, Worrier, and Independent -Psychographic segmentation: Psychographic segmentation= divides markets on differences in...
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  • Cadbury's Dairy Milk, Brand Equity Measurement
    that connects the customer to the brand. It can include user imagery, product attributes, use situations, organisational associations, brand personality and symbols. Much of brand management involves determining what associations to develop and then creating programs that will link the associations...
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  • Samim
    . First, according to the economic theory of value (Lancaster, 1966) and the theory of choice (Thurstone, 1927 and McFadden, 1973, quoted in Burke, Louviere, Devinney and Fine ( n.d.)) consumers choose among alternative brands (i.e. among bundles of different product attributes, represented at different...
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  • Impact_of_Brand_Image_on_Consumer_Buying_Behavior
    INTRODUCTION: 1.1 Brand image impact on technology: Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumer’s direct experience. Creating an awareness of the product will attract consumers to the product. Image creates...
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