The Influence of Brand Name and Desire Attributes of Nokia Cellphones in Consumers Buying Decision
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction
Name is the foundation of the brand. A company’s certain brand. Once in the market, brand name will greatly determine its position in the fight for consumer. It can distinguish the product in a competitive position when its brand name has favourable associations which customers are looking for, or can be positioned in the lower rank when it has negative associations and impressions. Some brands are usually unknown to the customers in the market place while on the other hand some brands show very high degree of awareness. The brands of high awareness have high level of acceptability with customers do not refuse to buy such that as they enjoy the brand performance. Companies are recognizing through their brand and it is the most valuable assets for survival. Customers have many brand choices but they have less time to make a choice. The brands speciality helps the customer in decision making to purchase a right product with less risk and according to set expectation. Brand names are also a promise to customers by maintaining and enhancing the strength over time. It also represent the customers perceptions and opinion about performance of the product. The powerful branch is which decide the mind of the consumer. Its differ the amount of power and worth they have in the market place and most of the customer prefer to buy a branded product because they know this product has been developed by maintaining the protocols, like health and environmental prospective.
Due to the high involvement of brand name in the consumers buying decision as to what product are going to purchase, some of the issues have been formulated to determine if brand name really influences the buying decision of the consumers rather than the desired attributes of the product, or the desired attributes of the product such as the price, quality, features, and useful life are still the number one factor that consumers are looking first before
THE PROBLEM AND ITS BACKGROUND
Introduction
Name is the foundation of the brand. A company’s certain brand. Once in the market, brand name will greatly determine its position in the fight for consumer. It can distinguish the product in a competitive position when its brand name has favourable associations which customers are looking for, or can be positioned in the lower rank when it has negative associations and impressions. Some brands are usually unknown to the customers in the market place while on the other hand some brands show very high degree of awareness. The brands of high awareness have high level of acceptability with customers do not refuse to buy such that as they enjoy the brand performance. Companies are recognizing through their brand and it is the most valuable assets for survival. Customers have many brand choices but they have less time to make a choice. The brands speciality helps the customer in decision making to purchase a right product with less risk and according to set expectation. Brand names are also a promise to customers by maintaining and enhancing the strength over time. It also represent the customers perceptions and opinion about performance of the product. The powerful branch is which decide the mind of the consumer. Its differ the amount of power and worth they have in the market place and most of the customer prefer to buy a branded product because they know this product has been developed by maintaining the protocols, like health and environmental prospective.
Due to the high involvement of brand name in the consumers buying decision as to what product are going to purchase, some of the issues have been formulated to determine if brand name really influences the buying decision of the consumers rather than the desired attributes of the product, or the desired attributes of the product such as the price, quality, features, and useful life are still the number one factor that consumers are looking first before