Impact_of_Brand_Image_on_Consumer_Buying_Behavior

Topics: Mobile phone, Brand, Quantitative research Pages: 18 (4803 words) Published: April 27, 2014
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 value in a number of ways, aiding consumers to process information, differentiating the brand, creating reasons to buy and giving optimistic feelings (Aaker 1991). Technology has played a big role in terms of making communication faster, the entertainment industry and multimedia industry. Brands compete in myth markets, not product markets said by. Consumers invest a lot in technology now days for example the Iphone 5 which has been a hit in the market and consumers are satisfied with the product and are willing to pay the price for it. However consumers go through a phase on the purchase of the product this is because the purchasing process is divided into three stages, namely pre-purchase, purchase and post-purchase. Each stage is considered equally by the buyer as it may affect his purchase behaviour. Once a decision to purchase the product is made the consumer may have to recognize his personal needs, real product information, decide what and where to buy, consumers may also consider if they need to make a repeat purchase from the same retail store or not, they need to show their passionate about the goods and services and deicide to be loyal to the brand (Jaworski and Rayport, 2003). This shows us the complicated process and the potential impact a brand may have between them. Several brands tend to go global and focus on media advertising; they make a good name in the local market and markets with high potential. Considering a well-built brand image may help build a firm foundation in the marketplace (Aaker 1996). In accordance with Delong et al (2004), little understanding of the brand leads to higher dependence on brand image. Managing the brand name to the highest peak will be practiced so as to differentiate one brand from another. Marketers would plan out a retail strategy with an exclusive image to achieve popularity and market share (Abend 2000, Ailawadi, 2001, Corstjens and Lal, 2000). The phenomenon known as brand image has led to the concept of “brand equity” being a subject of research by business analysts (Keller 1998 and 2003). This concepts show the importance of brand as a valuable asset which may help organizations generate revenues. In this case we are going to compare UK’s consumers and Kenya’s consumers purchasing behaviour on technology. The technology will be looking at will be mainly mobile phones as it is the most demanding product in the communication technology industry in terms of interactivity, applications e.t.c. Apple has been one of the most famous brand with its mobile phones. Since Apple launched its new iphone it has changed the world of cell phones, creating a new smart phone with touch screens, pushed email, third party applications, threaded text messaging and music player has brought a new age in the smart phones. Apple’s iconic phone boosted their sales in face of recession this shows there was high demand for their product and also the company was gaining healthy profits. However they are getting tough competition from Samsung with their launch of the new Samsung galaxy 3. This project will be showing you how different consumers purchase their products with effect of different brands. 1.2 Background Information of Kenya and the UK Technology Market Kenya and the UK are completely different markets with different economic structures. Kenya being a developing country, it tends to depend more on labour intensive production activities rather than capital intensive production methods. On the other hand UK has transformed from an industrial country to a well developed country in the recent years, these differences in the economies has set off my interest of research towards their- consumer...
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