As the connection within brand and consumer behavior seems very interesting and appealing, the researcher takes a closer look at the impact of a brand on consumer decision-making process. Rationale of the study The thesis topic is the determination of the impact of a brand on consumer decision- making process According to Philip Kotler consumer purchase decisions are influenced by cultural, social psychological and personal characteristics. Measuring the influence of advertisement in consumerFile Size: KB in the eyes of the consumer. The purpose of this thesis is to explore the consumer perception of personalized marketing and how the perception affects the purchase decision-making process. A conceptual framework was developed based on earlier research within personalized marketing. A qualitative method with an abductive approach has been used
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May 02, Mahjabeen Ahmed Lecturer Department of Marketing Jagannath University Dhaka, Bangladesh. Subject: Submission of Intern-ship Thesis. Dear Madam, With due respect and humble submission, I would like to present my thesis entitled Impact of a Brand on Consumer Decision-making Process to you, consumer purchase decision thesis. This thesis paper is part and partial requirement for the fulfillment of my M, consumer purchase decision thesis.
A program in Marketing. I have tried my level best to fulfill essential requirements. I will be very grateful, if you could kindly provide me with your valuable feedback on this study of mine, consumer purchase decision thesis.
Hopefully, it will meet the requirements and your expectations. Sincerely Yours ……………………………… Helal Mridha Id. Helal Mridha, hereby provide total and complete assertion that the entire thesis paper entitled Impact of a Brand on Consumer Decision-making Process is prepared by me with the guidelines that have been provided by my supervisor and consumer purchase decision thesis maintaining the regulations of the institution as well.
Proper citation of the use literature has been done to ensure the authenticity of the research. Along with that, I also assure that the research is authentic and genuine from every dimension of the research.
And it is only prepared for academic requirements not for any other purpose. Helal Mridha, Id. M-Department of Marketing, consumer purchase decision thesis, MBA Session:6th Batch; using relevant documents according to my assigned topic Impact consumer purchase decision thesis a Brand on Consumer Decision- making Process. also certify that the thesis paper is student s own work and effort, and all other sources of information used have been acknowledged.
The thesis paper seems authentic to me and is submitted with my approval. I wish him every success in life, consumer purchase decision thesis. I would like to acknowledge the contribution of my respected teacher and supervisor Mrs. Mahjabeen Ahmed to assist and guide me through the entire process of conducting the research. It would not have been possible for me without the helpful guidance of the supervisor to come up with a study like this, consumer purchase decision thesis.
Along with that I also acknowledge and give my heartfelt gratitude to the respondents who gave in their precious time and response that has made the research to be possible and authentic in the first place.
So, I would like to thank specially my supervisor and the respondents with all my heart that they have made it possible for me to conduct the entire research successfully. For a business to sustain in the competitive market it is essential to consumer purchase decision thesis the brand recognition, consumer purchase decision thesis, reliability, loyalty and very positive perception of brand from the perspective of the customers.
The thesis paper is consumer purchase decision thesis the certain impact of a brand on consumer decision-making process. The research paper follows the interpretivist philosophy and potential deductive research approach to attain those specified objectives. The research design of the thesis is certain descriptive research design and the crucial quantitative research method is also applied in this research. For collecting the necessary primary data, there is conducted a survey where the respondents are interviewed by a close ended questionnaire.
In this research paper, the non-probability sampling method is used to determine the samples. In the data collection process, the questionnaire is designed by using dichotomous scale, semantic differential scale, multiple options and five point Likert scale. So, the survey is effective for gathering essential data for consumer purchase decision thesis research to identify the impact of a brand on consumer decision-making process. After the successful survey and data collection, the analysis of the survey responses is illustrated and described by using various different statistical figures, graphs, charts, tables, and the certain factor analysis using SPSS.
From the survey analysis, the research paper represents certain major findings and recommendations. The survey analysis is represented that the brand recognition, brand recall, brand reliability and loyalty, brand perception and the perceived quality of a brand all have positive relationship and impacts on the consumer decision-making process, consumer purchase decision thesis. The factor analysis determines that the Brand Perception and Loyalty, Brand Recall and the Perceived Quality of a Brand are the most significant factors which impact or influence the consumer decision-making process.
So, the organizations should properly emphasize on the identified factors of brand to enhance the sales and revenues of the organizations through influencing the decision-making process of consumers.
Today s consumers live in a world where the purchase of products and services is enormous and continuous. The survival or success of companies is now dependent on the amount of information that is carefully gathered by the former with regards to the purchasing habits displayed by consumers.
In order to survive in the market, companies are keenly interested in developing strong brands that leads to long term and customer relationships Hess, Story and Danes, Companies go to the extent of employing a separate brands manager who sees to the management of the brand. That is serving as a link between the company s brand and consumers.
In today s turbulent market place where consumers have an enormous amount of consumer purchase decision thesis with regards to products and services at their disposal, yelling louder is not a solution to making you heard or recognized in the market place. Instead, creating an outstanding brand that appeal to consumers Ahuvia, The thesis paper aims to understand the theoretical impact of a brand on the consumer decision-making process.
For completing the thesis paper, the author will describe certain necessary issues like background of the study, rationale of the study, aim of the research, objective of the research, research questions, and research hypothesis.
The author will also discuss essential literature reviews, research design and methodology, data analysis and presentation.
Finally, the author will describe the crucial findings from the analysis and according to the findings; the author will recommend certain significant factors about the impact of a brand on consumer decision-making process. Most of the industries are thinking of expanding their market worldwide. However, before they can do so, they need to study their respective market and identify the factors that will steer them to success, consumer purchase decision thesis.
Consumer purchase decision thesis, the same concept consumer purchase decision thesis here where the factors which influence consumer purchasing behavior should be identified in order to ensure the success. A set of consumer purchase decision thesis that made sense a century ago shaped the modern perspective on shopping. The buying process is a combination of mental and physical activities that ends with an actual purchase almost daily.
Thus, it is interesting to study the connection within what we buy and why we buy consumer purchase decision thesis. n this scenario, brands play a leading role in customer decision making. In present days, brands not only represent the name or the symbol of the company that produce products or provide services.
Nowadays consumers are so genuinely connected to brands that when they purchase any product or utilize any servicebrands so often influence their final choice. As the connection within brand and consumer behavior seems very interesting and appealing, the researcher takes a closer look at the impact of consumer purchase decision thesis brand on consumer decision-making process.
This is an appropriate research issue because the study will help to know the crucial perception and impact of brand on the process of consumer decision making for purchasing different products and services in aspects of Bangladesh. Besides, the certain consumer decision-making process will help the organizations to improve their products and services according to the preferences of the consumers.
This research can be effective for the organizations to develop the marketing functions to attract the consumers more efficiently. Though many companies are able to have better products and yet are sometimes unable to compete in the market due to poor branding activities.
Thus, strong brands have the potential to generate long term and loyal customers, which would eventually lead to an increase in sales in the future. The research will shed light on the knowledge about the impact of brand in the specific process of consumer decision-making. The author will be able to know about the factors that are responsible to the certain decisions of consumers in terms of consumer purchase decision thesis different products. Thus, the study is a proper and rational research topic.
The general objective of the research is what we are mainly focused or try to identify, determine, or understand from the certain research. So, the aim of the research is very potential for any research or thesis. In terms of this thesis, the general objective of the research is to find out the impact of a brand on consumer decision-making process. In this objective of the research, the author tries to divide the main aim of the research in some important parts so that the author can do the research properly and can find out or reach to the research target.
Here the author determines some crucial objectives of the research in following: To find out the impact of brand on the purchasing decision. The author tries to set some vital questions for finding out the impact of a brand on consumer decision-making process. H2: There is positive relationship between brand recall and the consumer decision making process.
H4: There is positive relationship between brand perception and the consumer decision making process. H5: Perceived quality of a brand has crucial positive relationship with the certain consumer decision-making process. The research design and methodology are the frame work that will guide the entire prospect of the research.
These all are discussed according to the entire methodology of the thesis paper. The inductive approach in the research is the approach by which the researcher collects data, analyze data and thus formulate a theory and the entire research approach is based on formulating a new theory. Data collection, data analysis and presentation everything is done through the aspect of creating and generating a new theory Malhotra, On the other hand, consumer purchase decision thesis, the deductive approach is the other way around.
The deductive approach starts with a theory and hypothesis in their hand and then collects and analyzes data so that the theory can be proved. The deductive approach is abed consumer purchase decision thesis analyzing the data and thus research the findings based on the data so that the research can be done accordingly Clark, In this research as there are some theories such as the Impact of a Brand on Consumer Decision-making Process so it can be said that the research is deductive approach in general as it will collect and analyze data to prove that particular theory.
Exploratory research and descriptive research and causal research are two basic type of research purpose. Exploratory research is designed to find out the insight and perception of problem or situation.
CONSUMER BEHAVIOR II FACTORS AFFECTING BUYING DECISION
, time: 12:44Consumer Buying Behavior and Decision Making Process Research Paper - blogger.com
Mar 15, · This can only be achieved through the understanding of consumer choice model and purchasing behavior which provides a deep insight into consumer’s minds regarding their purchase decisions. Hence, there are mainly four categories of purchasing behavior which are the variety seeking buying behavior, habitual buying behavior, dissonance reducing buying behavior, and complex Estimated Reading Time: 10 mins CONSUMER PERSONALITY FACTORS There are two factors mainly influencing the consumers for decision making: Risk aversion and innovativeness. Risk aversion is a measure of how much consumers need to be certain and sure of what they are purchasing (Donthu and Gilliland, ).Highly risk adverse consumers need to be very certain about what they are buying The research identified five factors that influence consumers' purchase decision of low-price private label brands are brand, brand related activities (advertisement & word of mouth), perception, attitude
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