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Consumers find NWOM (No Word of Mouth) more useful in making purchase decisions than
PWOM (Positive Word of Mouth).” (Wulf 2008). 2.13Recommend Intention “Word-of-mouth
intention has been of importance to researchers for at least the past thirty years. Through knowledge
of the existing gaps, the organization well get to learn the best strategies to venture in these fields
that have gaps in existence. In this model, Defectors are defined as anyone who answers the
satisfaction question with a score of 6 or less and reports that they definitely or probably will not
continue to do business with you in the future.” CITATION Wen06 1033 (Close 2006). “Figure 1: In
the Apostle Model, both loyalty and satisfaction are measured. The respondents were strictly
voluntary and gave the most honest answers for the survey. CITATION PKo91 1033 (Kotler 1991).
2.2 Three Different Categories of Brand Loyalty There are different categories of customer brand
loyalty. The implementation of the new software system for Kudler Fine Foods demands effective
leadership approach. Too Fresh to Go meals will encompass the spirit of kudler fine foods while
providing a healthy, time-saving alternative for current customers. With this type of program Kudler
will expand and boost their client base. Kotler and London Business School's views on Brand equity,
brand loyalty. If they attempt a frontal assault by claiming superiority via that dimension, there will
be a credibility issue. They have also expanded beyond their traditional brands (mentioned in answer
to Q1) with the ESPN Wide World of Sports attraction. Each firm sets the terms of exchange for its
product. Brand names should be easy for customers to visualize, and this involves pronunciation and
spelling.” (Manhaimer 2007). 2.22Perceived Quality “A brand will have associated with it a
perception of overall quality, which is not necessarily based on knowledge of detailed specifications.
The findings to the question were 67% no and 33% yes. There are many types of research paper on
marketing out of which one is presenting and analyzing a product, idea or service. Consequently,
Kudler Fine Foods could tremendously expand their market share. The researcher asked the
respondents if the questions were clearly worded and if there were any misspellings. Our overall
marketing campaign will focus on building brand equity for Gourmet Selects through awareness and
affinity and closing the sale by driving reinforcement and trial. There is no prearranged plan with
how the methodology or typologies would be formed. The organization must also use the research
findings to understand the strengths and weaknesses of its competitors and capitalize on the rival’s
weaknesses. Moreover, the sentence structure should be proper while it should also sound logical and
coherent. Just talk to our smart assistant Amy and she'll connect you with the best. Such knowledge
to Kudler Fine Foods is important as it gives them a competitive edge in the market against other
organizations which have not started the exercise. This focus on customer satisfaction has resulted to
palpable increase in Kudler’s market share. Kudler must test the new business itself by estimating
how well it must perform. But at times it might not be true and the customer might be forced to buy
your products because of situational constrains. Others include the independent data marts,
decentralized data warehouse as well as federated data warehouse to mention but a few (Inman,
2005). Question nine is another question that evaluates and tests one hypothesis. Monique Jones The
Effect of Identity Salience on Consumers’ Purchase Intention: The Case of. Yes, they are a “knock
off” of the original, no they shouldn’t be done away with because of price. 26. Most are knock offs
but I do believe they are necessary in today’s financial times. 27. Yes, I have sold both and seen
firsthand the difference in quality. 28. No because it may have the same ingredients as the original
brand. 29. No everything has more than one way to reach the same result.
Establishing a communication that is aimed at finding out the satisfaction of the consumers’ shows
the organization is caring about their consumers. There will be hypotheses tested to discover the true
opinion of the average consumer. 1.2 Following Chapters In the following chapters brand loyalty will
be put to the test in the aspect of how people really feel about the subject. Brand Loyalty Among
Different Age Groups Source: Burnett, 2009 When comparing 1Q09 loyalty measures versus 1Q00,
the age group that experienced the greatest decline was the 30-to-44 age segment. In addition, the
organization needs to identify potential threats and opportunities to the proposed program. In partial
fulfillment of the requirement on Marketing Research II. The five main departments the store is
divided into are mentioned below. This may be done through gathering information about their
products and services from the customers. PepsiCo and Decision Analyst recently presented the
results of ground-breaking endcap optimization research at a large annual U. For strategies, Kudler
should continue to engage their customers to foster their experience and. Therefore, a thorough
competitive analysis allows a company to understand others like itself and is a vital part of
formulating a successful market strategy. This will make it easier to create an outline of what ideas
would come after the next. Some consumers are forced to buy a product because of lack of a better
alternative product or out of convenience. The results were sixty-seven percent of the respondents
were not influenced by advertising when choosing a brand. Disney has bought the Mirimax film
studio and the Pixar animation company, allowing it to access an even more brands and characters.
Keep on browsing if you are OK with that, or find out how to manage cookies. This theory that is
mentioned in 2.0 Review of Literature is proven incorrect because 67% of the respondents felt that
their friends and family do not influence what brands they purchase. 4.12 Q11: Do you feel like the
generic brand is not as good as the name brand. Knowledge of the competitors’ weakness will enable
the organization to strategize of how they can use on the weakness of their competitors to their own
benefit. Finally, the third hypothesis is males do not have as much brand loyalty as females. From the
history that outlines the foundation of kudler fine foods, the founder developed the first organization
following need for change in the organization she worked for. This question was important in
conducting the survey because it helps to grasp understanding for the rest of the responses from the
respondents. This theoretical framework will be further proven by a thorough. We all know energy
for providing us light and comfort. The respondents answered the question and picked the number
they felt most strong about in the survey. Kraft costs more because of the advertising that they pay
for and the more expensive packaging. 45. No I don’t feel all generic products are as good as name
brands. The benefits of brand extensions are the leveraging of existing brand awareness thus
reducing advertising expenditures, and a lower risk from the perspective of the consumer. Since
Kudler is a well established firm, it has large group of potential customers. This situation typically
appears when there is little competition or a high risk associated with changing suppliers, such as
economic costs or time investments 2.5Customer Expectations “Customer satisfaction is strongly
influenced by customer expectations. Kudler is located in and around the Silicon Valley area
targeting the most discerning, young and wealthy technology-savvy consumers. It comes in handy in
many aspects of your professional life, especially if you are in the academe. Along with emphasizing
the need to have the marketing content based on a documented strategy, the author also goes an
extra mile to provide a crisp, succinct and well-presented plan to shape a content strategy.
The findings gave the reader a broad understanding of what is people’s true opinion on brand loyalty
compared to what text books and articles say about the subject. The culture of organizations using
the freshest ingredient in the market has been endorsed by many organizations as it is a consumer
desire to have freshly made delicacies. Competitive intelligence play the most vital role in
determining the effectiveness further strategic decisions Kudler would make. CITATION PKo91
1033 (Kotler 1991). 2.2 Three Different Categories of Brand Loyalty There are different categories
of customer brand loyalty. The study was then modeled with the data on the key variables of
customer service, price, quality, and brand name products versus generic products. 3.4 Reliability and
Validity The reliability and validity of brand loyalty is going to be understood. This will make it
easier for you to point out where you could start and what idea should follow which. 3. Narrow the
generals to specifics The broader your topic, the more difficult it would be to know where you
should start and the scope that your topic should cover. We all know energy for providing us light
and comfort. The findings in this section prove to be false when looking at the hypotheses. 4.11
Q10: Do your friends or family influence your decisions on what brands you purchase. This is
because there are still people who are not conversant with the Internet or they avoid sharing
information because of privacy issues. Depending upon the market research findings, the store can be
segregated in two or more sections, specifically to meet the needs of two distinct Asian
communities, if required. Generic products are sold at the same price the original should be. This can
be done through customer research surveys; interviews, focus groups, questionnaires and even by
using relevant secondary syndicated data available from research agencies. The role of brand
personality congruity (bpc) on brand loyalty mediated by cu. The idea is to compare the research that
has been published in books and articles to the respondents’ answers that will be conducted by a
survey later in the report. The researchers goal was to map out the best way to reach the precise
demographic in such a way that handles the issues of brand loyalty with complexity and fluidity to
thoroughly explain the thinking of the respondents. Youth chubbiness is an emerging issue in the
United States. Are they emotionally loyal because they love your business and how you make them
feel. There also exist indirect competitors like eBay and other online stores. No prices are great. 96.
No because they offer competitive cheap alternative. 97. No they keep the originals affordable. 98. I
wish they would get rid of those damn things. 99. I enjoy generic brands. Maintaining the
organization strengths or even better improving it allows the organization to perform even better and
to grow competitively. Many times when you buy branded products, you pay extra for the name. 22.
No, many times they are just as good as the brand and cheaper. 23. No they have the same
ingredients as the brand name. (22) 24. No some generic products produce the same benefits 25.
Starting a research paper can be a challenge, especially when you’re starting from scratch. Make sure
that you conclude the paper with authority and a strong sense of finality. Moreover, Bhasin (2011)
points out that marketing research should be carried out on the ground. Multi-attribute models of
products, perceptions and preferences emerged in the s. PetersK. P25 - P Get into the specifics and
learn about their past behavior. This was an important question because it plays a huge role in
determining how open the respondent would be to purchasing a generic brand or if the respondent
would alternatively look for another name brand product to buy. There has been urbanization jobs in
caused by the fact that the economic system has grown in urban countries as a consequence of
increasing population dramatically. The difficulty was that the respondents do not all think the same
when purchasing a product nor do they have the same amount of money to spend. When customers
receive satisfaction from a given service or product, they not only come back one more time, but
recommend about the good or service to friends and colleagues as well. Besides that, the
organisation can use the same information to gauge the demand for a given product.
It determines a customer's favorable attitude towards a brand. An evaluation of the role of marketing
strategies in developing brand equity. If yes, why do you prefer that brand versus the others. Scholars
can use them for free to gain inspiration and new creative ideas for their writing assignments. Brand
Loyalty Among Different Age Groups Source: Burnett, 2009 When comparing 1Q09 loyalty
measures versus 1Q00, the age group that experienced the greatest decline was the 30-to-44 age
segment. Kudler’s strategic plan embraces the explanation that their target customers are more
focused. Most respondents that were surveyed were between the ages of thirty six or older. Kotler
and London Business School's views on Brand equity, brand loyalty. However, this should not pose
a threat to their market share. Overall, the catering business has been a profitable venture but when
Kudler decides to enter into it in a large scale, it needs to have a different setup altogether and
should be run as a separate profit center. An evaluation of the role of marketing strategies in
developing brand equity. Currently, markets and the demographics of the region are rapidly changing
due to movement of the people across the states and nations. If a customer buys your product over
and again it means that the customer is loyal towards your brand. In addition to forming its own
business aspirations, a firm must know its competitors and what they are concerned with. Provide
the results of the survey instruments and give unbiased opinions of the researcher. 2.0 REVIEW OF
RELATED LITERATURE 2.1 Brand Loyalty Defined “Brand Loyalty exists when customers feel
some loyalty to the brand behind the products they are buying. This attracts customers who may not
be familiar with your brand. (ICC Decision devices 2009). 2.15 Bringing Back Loyal Customers
Sometimes corporations have to take a step back and remember your loyal customers. CITATION
Rei93 1033 (Reicheld 1993). 2.3 Measure Brand Loyalty “A popular model that provides a view of
customer loyalty is the Harvard Business Reviews Apostle Model, which segments customers into
four quadrants (Figure 1). Example of practice vii ece: erika writing learning stories. Without asking
this question in the survey the hypothesis could not be tested and concluded with the findings. The
database is updated daily, so anyone can easily find a relevant essay example. Kudler foods will then
be able to understand its market share in Santiago and this is because it not the only food store in this
location. With Kudler’s example, we will look at the importance of market research, wherein the case
market research is needed the most and the importance of competitive analysis. The difficulty was
that the respondents do not all think the same when purchasing a product nor do they have the same
amount of money to spend. The Impact of Brand Image on the Customer Retention: A Mediating
Role of Cust. An average of 50% leaves within one year. “ (Michael A. Jones 2002). 7.12 Word of
Mouth Affects Brand Loyalty ”A negative experience decreases brand loyalty to a greater degree
than a positive experience increases loyalty. Kudler vision is to be the premiere gourmet grocery
store for the clever shoppers searching for the best. The role of brand personality congruity (bpc) on
brand loyalty mediated by cu. College jerseys, ncaa jersey, football, football, baseball. The role of
brand personality congruity (bpc) on brand loyalty mediated by cu. Competitive intelligence entails
the organization always been ahead of the other competitors in the market so as to be able to
maintain their market.
Kudler. This is important should Kudler’s customer satisfaction continue to decrease as it did in
2011, as. The respondents could choose from the following: 1-strongly disagree, 2-disagree, 3-
neutral, 4-agree and 5-strongly agree. In four years, employees find a newer company, that has more
productivity and confidence as a brand, and they will quit. Competitive intelligence play the most
vital role in determining the effectiveness further strategic decisions Kudler would make. This may
be done through gathering information about their products and services from the customers. Should
Kudler decide to carry out a strategic decision making (basing a decision on how a. The second
hypothesis is consumers do not care if a product is a name brand as long as it is considered cheap. It
is a set of expectations from experience with a company or product. “ (Wernick 1991). 2.10.1Brand
is how customers, employees and shareholders, among others --think and feel about what you do.
(Wernick 1991). 2.10.2The brand impression results from every experience or contact a person has
with a company. According to Kudlers own strategic plan, a “gourmet food shop” is the. Multi-
attribute models of products, perceptions and preferences emerged in the s. PetersK. P25 - P Get
into the specifics and learn about their past behavior. The market research will give credence to the
decision taken in establishing Asian Specialty Produce Stores offering right product-mix and
targeting a correct group of the people. Such information can be got from carrying out a market
research. 1 hour! The minimum time our certified writers need to deliver a 100% original paper Learn
More Kudler Fine Food’s would benefit from such information especially when it comes to
development of their marketing strategy since they get to learn the best way to link up the main two
variables in the market and come up with the best combination that would bring around
success(Armstrong and Kotler 2009). Social Posts Create on-brand social posts and Articles in
minutes. Kudler Fine Foods is a large food store located in several parts of California. You may find
only four people, but they connect with 400. (Beal 2009). 2.6.6“The challenge is far more difficult
than most realize. References Armstrong, G and Kotler, P(2009 ). Marketing. An Introduction. New
York: Prentice Hall. The idea is to compare the research that has been published in books and articles
to the respondents’ answers that will be conducted by a survey later in the report. It makes people
talk about the brand and creates loyal groups. Remember! This is just a sample You can get your
custom paper by one of our expert writers Get custom essay. The importance of history for economic
development 2009). Moreover, you should know what are the qualities of your product that sets it
apart from the rest. They will be ready to pay high for a product when they know that the company
offers value for money. There are at least three perspectives from which to view brand equity:
2.20.1Financial - One way to measure brand equity is to determine the price premium that a brand
commands over a generic product. Hence the auditing is linked with accounts, volume of
transactions processed. It is also very costly advertising wise to keep a customer loyal for long
periods of time. MKT 441 Week 3 Individual Assignment Market Research Tools Paper. You can use
them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a
template of a certain type of paper. The Impact of Brand Image on the Customer Retention: A
Mediating Role of Cust. Freedom of the mississippi in hucklberry finn essays. Initially, this means
advertising and sales, followed by customer service, then the actual performance of the product or
quality of the service.
In an analysis of actual conversations in numerous discussions forums on the Internet documented
recommendations as one of four unique dialogues taking place. Kudler market may be viewed as a
monopoly, oligopoly, or monopolistic competition depending. Only thirty three percent responded
yes. 4.7 Q6: Have you ever purchased a generic brand. The respondents were not exclusively
directed to a certain. No they should keep the generic brands due to the savings for the consumers.
21. No it allows people to pick products for less, which, allows people to save money and live for
less. 23. Some cases yes I believe they are, but I think they should stay around cause you might not
always have the funds to get the name brand or doesn’t make sense to buy the name brand when you
can get it cheaper. 24. Yes but not done away with. The computation is based on the cross tabulated
data of our independent and. This will make it easier for you to point out where you could start and
what idea should follow which. 3. Narrow the generals to specifics The broader your topic, the more
difficult it would be to know where you should start and the scope that your topic should cover.
Comparing ingredients they are both containing the same. Finally, the third hypothesis is males do
not have as much brand loyalty as females. This can be done through customer research surveys;
interviews, focus groups, questionnaires and even by using relevant secondary syndicated data
available from research agencies. Opening of the various branches was as a result of market research.
Finally, the most important aspect that needs to be discussed in reference to this paper is the
competitive analysis; the study of the competition and how it works. To measure the attitudes that
result in this model, customers are asked to rate their overall satisfaction on a scale of 1 to 10
(horizontal axis) and their likelihood to continue to do business with you on a scale of Definitely
Will to Definitely Will Not (vertical axis). CITATION DrE07 1033 (Manhaimer 2007).
2.6.2Customer satisfaction plays a key role in brand loyalty. The American Psychological
Association, or APA, follows a certain guideline for writing research papers that has been adopted by
a majority of the scientific, business, and engineering communities. The aim of every business is to
earn high profits and to minimize its operational costs for which they keep on improving their
technology. The results were 33% agreed with the question that the generic brands are not as good as
the name brand. They should be kept to keep costs down and promote competition between brands.
91. No if it is the same product for less price why do away with it? 93. The identical questioning is
contemplated in relationship advertising, which treats consumers as a partner inside the marketing
system and advocates a greater intimate approach to advertising and marketing Vargo and Lusch,
2004. Competitive intelligence play the most vital role in determining the effectiveness further
strategic decisions Kudler would make. The validity will be with the findings of the survey. For that
reason, it is important to measure both dimensions of loyalty and to take steps to increase your
customers’ emotional loyalty. Due to the information conducted from the survey respondents felt that
if their brand increased in price they would not continue to be a loyal customer. 67% agreed with
that statement. Old Major calls a meeting in the barn in which he speaks of the rebellion and
animalism. The researcher asked the respondents if the questions were clearly worded and if there
were any misspellings. Brand names should be easy for customers to visualize, and this involves
pronunciation and spelling.” (Manhaimer 2007). 2.22Perceived Quality “A brand will have
associated with it a perception of overall quality, which is not necessarily based on knowledge of
detailed specifications. Further, perceived quality can be the basis for a brand extension. Almost half
of the students eat everyday at the Square. The choice of international students around the globe. The
Impact of Brand Image on the Customer Retention: A Mediating Role of Cust.