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A model is often viewed as a n abstract the price and value of the brand and may organize
representation of a process or relationship,which their product category knowledge in terms of the
allows us to make a sense of the world and also help price tiers of different brands, (Blattberg and
us to predict the likely course of events. The buying Wisniewski, 1989).
process is portrayed as a highly complex one, in In this research project our emphasis will be on the
which a variety of personal and environmental non-product related attributes of a product, that affect
factors influence the decisions the buyer makes. A the consumer buying behavior and the decisions they
simple starting point of understanding buyer’s make while selecting a product. How the brand name
behaviour is to take a basic model of consumer and logo, brand awareness, brand association and the
response. packaging of a product have an impact on what the
The inputs to the decision process are the range of people buy for the fulfillment of their needs and
psychological, sociological, economic and situational whether these factors...
factors. The outcome is the decision: whether or not
to purchase; whether to purchase now or to defer; Sustainability And Its Impact On Brand Value
where to buy from etc. In between the input and
output is the decision making process which Sustainability and its Impact on Brand Value
determines how the buyer translates complex One of the latest buzz words found in management
information into decisions and the process differs for journals, websites, and corporate documents is
each consumer. “sustainability.” Some people even want to recognize
The basic model of buyer behaviour, however does it in a company’s balance sheet as an asset. Okay,
not explain how a decision is made. For this a let’s not go that far.
number of models have been developed. If a model is It is undeniable that sustainability is a new way of
to have value to the marketing managers , it should doing business; in the same way “re-engineering” or
be capable of use as a predictive tool, given a set of “just in time” were in the late 1980s. Sustainability is
conditions on which the model is based. Hence, a not an asset that can be bought or sold; rather it’s
number of researchers have sought to develop models becoming an integral part of many a company’s
that explain how buying decisions are made in philosophy. Just as company management practices
specific situations and from this to predict the likely influence business value, so do sustainability
consequences of changes to marketing strategy. initiatives. Therefore, the question is: How does it
create value?
Branding Moral motivations to invest in sustainability are not
in dispute: climate change, poverty, you name it. But
BROAD PROBLEM AREA what companies don’t know yet is what level of
The consumer decision-making, regarding purchase investment they should make and what is the
and utilization of different products and services, is measurable benefit of investing. When the benefit is
influenced by many internal as well as external not clear enough to justify investments on
factors. Among the external factors, the most economical grounds, managers easily turn to
important and significant are the attributes of the initiatives that guarantee short-term results and
product itself, the brand and the package in which it everyone’s jobs, especially with recession knocking
is incased. Attributes are those descriptive features on the door.
that characterize a product or service- what a There are some direct benefits, such as: compliance
consumer thinks the product or service is or has and with an increasingly rigorous legislation; cost savings
what is involved with its purchase or consumption. derived from optimization of production lines and
Product-related attributes are the functions of the supply chains to reduce energy consumption;
product or service. Non-product-related attributes are reduction in CO2 emissions; desire for more ethical
the external aspects of the product or service that products; and simply satisfying an emerging and
relate to its purchase or consumption, like the price cynical green consumer. But most importantly,
information, packaging or product appearance, user incorporating sustainability as a business practice will
imagery (i.e. what type of person uses the product or not only increase companies’ brand value, but also
service) and usage imagery (i.e. where and in what guarantee a long life for the business.
types of situations the product or service is used) Relationship between sustainability and brand value
(Keller, 1993). Although it’s hard to
Consumer buying behavior is affected by many find consistency among definitions of sustainability,
socio-cultural factors like social class, demographics, it is common sense that it incorporates companies’
personality, and beliefs etc. However, besides these, relationships with the natural environment, social
the product itself also makes their decision for them causes, and corporate governance. In boardrooms,
because of the message it transmits, the visual impact this translates...
it makes, the significant colors and logo of the brand,
the brand image and awareness, and the price. Price For the required course the topic of my Research is as follows:
is a particularly important attribute association -“Celebrity Endorsement in Advertisement is a key to
Marketing Success”. This topic has been selected under the The consumer-decision process model begins with the
guidance of our Research Director Azmat Ansari. recognition by the consumer that there is a problem or a need.
Problems and needs can be triggered by either internal or
A celebrity is a person who is widely recognized famous in external stimuli. An internal trigger of a problem or need
a society and commands a degree of public and media could include hunger, and external triggers could include in-
attention. An advertisement is tool for promoting Products and store displays, intentional use of scents or publicity.
Services. By advertising the goods and services are introduced
to general public, customers, and consumers. Through it a At this stage relevant internal psychological processes such as
message is given about the brand, price, quality, variety, and perception, learning and motivation could influence the
features of a product. consumer, especially if he or she has an internal drive to
satisfy a need....
With respect to the topic this research report the purpose of
study is to investigate the impact of Celebrity endorsement in Branding is one of the most important factors influencing
Advertisement on customer behavior (buying patterns). In this a product’s success or failure in the market and it can
report it is judge that how is customer behavior effect by have a significant influence on the perception of the
celebrity endorsement; both the positive and negative impacts general public towards the company owning the brand.
are observed. Brand loyalty not only represents the brand of the
All the literature related to the selected topic has been company but also the company itself. This study has
reviewed through internet different websites, Marketing been conducted to know the brand awareness and brand
Management book of Philip Kotler, reference material. loyalty of consumers towards hair shampoos. The study
Moreover Pakistan Advertising Institute is also visited for highlights that the major sources of awareness for hair
reviewing the literature. shampoos are television advertisements, and friends
and relatives. The study further highlights that the
important factors influencing brand loyalty towards hair
Consumer Behaviour shampoos are product quality (dandruff removal, shine
and silkiness, and ingredients), availability of the
Explain how consumers form evaluations of brands. Show preferred brand and brand image.
how marketers seek to influence this process using examples
from the marketing activities of an organisation of your choice
he Management of PROCTER & GAMBLE once
stated : ” Our business is based on understanding
Introduction the consumer and providing the kind of products
Evaluation is the process of judging or determining whether an that the consumer wants. We place enormous
activity or product meet a specified criteria. According to emphasis on our product development area and our
Cambridge Advanced Learner’s Dictionary, to evaluate is ‘to marketing area, and on our people knowing the
judge or calculate the quality, importance, amount or value of consumer.” The human mind is the most complex
something. When consumers evaluate a brand, they are trying entity in the whole universe as it is very
to get an overall picture of the brand, which will allow the unpredictable how a person would behave in or
consumer to take a stand as to what they think of that brand. react in a particular situation.
Some criteria of evaluation of brands may include price, brand
image, taste, functional characteristics, style and sometimes A person’s behavior changes from place to place
the way the consumer “feel” about a product. and situation to situation or, say it is very
Consumer evaluation of brands involved both cognitive and inconsistent. The person when has a need, is willing
psychological processes in selecting a course of action from and able to satisfy the need is called a
multiple alternatives. The consumer decision-making process CONSUMER. The consumer would go different ways
model (fig 1) will provide useful insights as to how consumer to satisfy it’s needs depending on his social, cultural,
form evaluations of brands and how marketers seek to family, economic and educational background.
influence this process. Consumer is the principle a priori of business. The
efficiency with which a free market system of
Fig 1: The customer decision-making process and its five enterprise operates, depends upon the extent of
stages consumer understanding possessed by the business
Source: guuui.com, 2007 community. A business community that is ignorant
of consumer preferences cannot possibly fulfill it’s
obligations in a meaningful and responsive manner.
Family members can strongly influence buyer behaviour. The 04. Psychological Factors :-
family is the most important consumer buying organization
society and it has been researched extensively. Marketers are
interested in the roles, and influence of the husband, wife and • It includes these Factors.
children on the purchase of different products and services. • i) Motivation (ii) Perception (iii) Learning (iv)
Beliefs and attitudes
Roles and Status :-
• Motivation :-
A person belongs to many groups, family, clubs, o Motive (drive) a need that is
organizations. sufficiently pressing to direct the person to
seek satisfaction of the need
The person’s position in each group can be defined in terms of • Perception :-
both role and status. o The process by which people
select, Organize, and interpret information to
For example. M & “X” plays the role of father, in his family form a meaningful picture of the world.
he plays the role of husband, in his company, he plays the role • Learning:-
of manager, etc. A Role consists of the activities people are
expected to perform according to the persons around them. Changes in an individuals behaviour arising from experience.
In this respect, consumer behavior that is affected by some For instance, buying behavior of consumers from same
individual and environmental factors, become the center of culture or social group are similar to each other because they
marketing activities. Therefore, the subject of consumer have similar lifestyles, their learning, perception and
behavior is investigated frequently. The consumer buying motivation are close to each other (Schwartz 1981: 86 and
decision is a complex process and it is under effects of several Staff 1997: 223). Another affecting factor on buying behavior
factors. Although there is not a model that explains all aspects is demographic factors. For example, consumers are different
of consumer behavior, all models state that several individual ages, have different needs and wants, also their perception
and environmental factor affect consumer behavior (İslamoğlu may change according to their ages. Comparing young
2003: 52-53). consumers to adults, it can be seen that when adults pay more
attention to price, in contrast to young consumers who are
Companies segment their markets so they can respond concerned with image in the buying decision process (Autio
more effectively to the needs and wants of groups of 2005: 333-339).
prospective buyers and thus increase its sales and profits. By
the way of market segmentation, aggregating people or In this study, we focused on young consumers market and
organizations in a market according to the similarity of their affecting factors on consumer buying decision. A survey that
needs and the benefits they are looking for in making a was prepared to determine which factors affect brand choice is
purchase. Also, such needs and benefits must be related to conducted among university students. In the survey, mobile
specific, tangible marketing actions the firm can take. These phone has been chosen as an example product, today young
actions may involve separate products or other aspects of people have a mobile phone even if they do not need it.
marketing mix such as price, advertising etc. The process of Family, friends, attitudes, advertising, seller and selling place,
segmenting a market and selecting specific segments as targets brand image/quality and price have been determined as
is the link between the various buyers’ needs and the affecting factors, and effecting degree of these factors are
organizations’ marketing program (Berkowitz et all. 1994: evaluated according to demographic factors of students.
232-233).