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Affect of Branding on Consumer Purchase Decision in Fmcg Goods and Durable Goods

Affect of Branding on Consumer Purchase Decision in Fmcg Goods and Durable Goods

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Published by: premkumar7 on Oct 08, 2010
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INTRODUCTION What is a BRAND? Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to the product and serves to create associations and expectations around it. A brand often includes a logo, fonts, color schemes, symbols, and sound, which may be developed to represent implicit values, ideas, and even personality. Concepts Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand image may be developed by attributing a "personality" to or associating an "image" with a product or service, whereby the personality or image is "branded" into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme. The art of creating and maintaining a brand is called brand management. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo) which it used in the logo for

employees. The term brand name is often used interchangeably with "brand". Starbucks. "DNA" refers to the unique attributes. although it is more correctly used to specifically denote written or spoken linguistic elements of a brand. essence. The term is borrowed from the biological DNA. and Apple Inc. and that businesses are essentially more about creating value through creating meaningful experiences than generating profit. whether it's the challenge to do your best in sports and fitness. Brand energy is a concept that links together the ideas that the brand is experiential. For such value to be created people first have to have positive associations with the business and/or its products and services and be energised to behave positively towards them – hence brand energy. that it is not just about the experiences of customers/potential customers but all stakeholders.go.com. if the brand name exclusively identifies the brand owner as the commercial source of products or services.Howard Schultz (CEO. a company. which is not necessarily connected with the product or consumption of the product at all. the molecular "blueprint" or genetic profile of an organism which determines its unique characteristics. Brand equity measures the total value of the brand to the brand owner. Most products have some kind of brand identity.it adds a greater sense of purpose to the experience. It has been defined as "The energy that flows throughout the system that links businesses and all their stakeholders and which is manifested in the way these stakeholders think. The Body Shop. purpose.) The act of associating a product or service with a brand has become part of pop culture. Marketing labeled as attitude branding includes that of Nike." . or profile of a brand and. from common table salt to designer . or the affirmation that the cup of coffee you're drinking really matters. Economic value comes from businesses’ transactions between people whether they be customers. In this context a "brand name" constitutes a type of trademark. feel and behave towards the business and its products or services. therefore. Starbucks Corp." Attitude branding is the choice to represent a feeling. and reflects the extent of brand franchise. suppliers or other stakeholders. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. "A great brand raises the bar -. Safeway.

the consumer when satisfied with some brand does not want to spend additional effort to evaluate the other alternative choices. political parties or religious organizations) may also be known as "branding". OBJECTIVE OF PROJECT WORK Main Objective:The main objective of research is to analysis how the brand effects the customer purchasing decision in FMCG goods and durable goods Sub Objective:The sub objective of research is to understand the choice of the customer is branded or non-branded goods.g. In non-commercial contexts. JUSTIFICATION FOR CHOOSING A PARTICULAR RESEARCH PROPOSAL Branding can be viewed as a tool to position a product or a service with a consistent image of quality and value for money to ensure the development of a recurring preference by the customer. It is common knowledge that the consumer’s choice is influenced by many surrogates of which the simplest one is a brand name. Although there may be equally satisfying products.clothes. the marketing of entities which supply ideas or promises rather than product and services (e. Once he or she has liked a .

Companies spend a lot of money and time on the branding and thus it needs a careful evaluation on the effect of branding on consumer buying behavior. Are you a brand loyal customer? | Yes | No 2. unless there is a steep rise in the price or a discernible better quality product comes to his/her knowledge. Which attributes did attract you to purchase branded products? Rank these attributes in order of their importance to you. he or she tends to stay with it. | | | Brand Name Price Easy Availability | | | Transparent Cleanliness Others 3. QUESTIONNAIRE 1. What was the reason for the delay between the purchase decision and the actual purchase? | | | Financial constraints Waiting for more innovative product Waiting for market response 4. which prompts the consumer to switch the brand. What influenced you to buy the above stated brand(s) ? | | | Advertising Word of mouth Attractive packaging | Shop Display | Family/Friend/Relatives | Any Other .particular brand.

Influence of Peer group on Purchase Decision | | Agree Strongly Agree | Disagree | Strongly disagree 11. Influence of Product features on Purchase Decision | | Agree Strongly Agree | Disagree | Strongly disagree 9. Influence of Family members on Purchase Decision | | Agree Strongly Agree | Disagree | Strongly disagree 10. Influence of Price on Purchase Decision | Agree | Strongly Agree | Disagree | Strongly disagree 8. Influence of Quality on Purchase Decision | | Agree Strongly Agree | Disagree | Strongly disagree 7. Influence of Brand name on purchasing decision | | Agree Strongly Agree | Disagree | Strongly disagree 6. Influence of Advertisement on Purchase Decision | Agree | Disagree .| Dealer 5.

Do you think branded products are better than unbranded products? | Yes | No NAME OF THE RESPONDENT: ADDRESS: EDUCATIONAL QUALITICATION: OCCUPATION: AGE: MONTHLY INCOME: . Will you like to switch your brand preference if you get some promotional scheme with another brand? | Yes | No 13.| Strongly Agree | Strongly disagree 12.

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