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A STUDY OF IMPACT OF BRANDING ON CONSUMER BEHAVIOUR WITH COMPARISON OF TWO CHOCOLATE COMPANIES
choosing a final product name. such as positioning and the design of logo. . which includes all of the marketing activities that affect the brand image. packaging and the product itself. payer and buyer. Product naming is considered a critical part of the branding process. with the customer playing the three distinct roles of user. developing the product name itself. A greater importance is also placed on consumer retention. Social functions can be categorized into social choice and welfare functions. and finally identifying it as a trademark it for protection. and is very similar in concept and approach to the process of deciding on a name for a company or organization. evaluating names through target market testing and focus groups. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer.INTRODUCTION Branding: Branding is the discipline of deciding what a product will be called. customer relationship management. Product naming involves the application of creative and linguistic strategy and results in a brand name that becomes a product’s shorthand. Some key steps include specifying the objectives of the branding. personalization. Consumer Behaviour: Consumer behaviour study is based on consumer buying behaviour. The process involved in product naming can take months or years to complete. customization and one-to-one marketing.
The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. the productive system is considered from its beginning at the production level. Belch and Belch define consumer behaviour as 'the process and activities people engage in when searching for.Each method for vote counting is assumed as a social function but if Arrow’s possibility theorem is used for a social function. and disposing of products and services so as to satisfy their needs and desires. selecting. homogeneity and weak and strong Pareto optimality. 2009). Some specifications of the social functions are decisiveness. No social choice function meets these requirements in an ordinal scale simultaneously. neutrality. . anonymity. social welfare function is achieved. unanimity.. Marketing provides services in order to satisfy customers. evaluating. With that in mind. using. to the end of the cycle. the consumer (Kioumarsi et al. purchasing. monotonocity.
To know about the customer satisfaction level associated with the product and the customer preference level. . Objectives of the study are: To know the effect of brands on Consumer Behavior.OBJECTIVES OF THE STUDY This project is based on the comparative study of Nestle and Cadbury chocolates. To increase customer satisfaction by fullfilling the customer needs.
2004) Additionally.LITERATURE REVIEW Personality characteristics impact consumer behavior because they shape the way in which consumers respond to messages at a given time. and number of hours spent online. The online environment presents a vast opportunity for companies to interact with consumers on a personal. (Ketelaar et al. Although need for cognition was not found to impact interpretations of open advertisements in the 2004 Ketelaar et al.. posit that the effectiveness of advertising persuasion techniques depends upon the level of persuasion expertise each individual possesses. it is still an interesting variable that can be effectively measured and manipulated for this type of research endeavor. such as open. A consumer's need for cognition will impact their ability to deal with tasks and social settings. visually rhetorical advertisements. This response changes minute to minute based upon the unique characteristics of the target consumer and their ongoing life experience. This applies directly to the concept of open. In an online environment. in their presentation of the PKM. cognitive response. visually rhetorical advertising because such messages require a higher cognitive processing load to be understood and learned. Friestad and Wright (1994). study. and the need therein serve an important part in the . self efficacy. customized level. such as responding to advertising messages or calls to action. An individual's need for cognition refers to their motivation to engage in meaningful cognitive thought or undertaking. General knowledge gleaned from the PKM dictates that consumers with more experience in the online environment will be better at coping with persuasion techniques therein. Individual differences are an important aspect of this interaction as they provide insight into how people with varying levels of experience with the online environment respond to interactive persuasion techniques. measurement of this effect can be achieved by looking at user experience levels.
2000) To further support this stance. consumers with utilitarian. et al (2002). an internal motivation toward the product being advertised should be apparent within driven consumers. The following section will review this important research area. This motivation helps push the consumer toward unraveling the visual riddle presented in an open advertisement. Liu. In addition to need for cognition. As shown in these studies. Consumers with hedonic or "expressive" goals are more likely to seek out the entertainment value in the open advertisement. in his online study of websites. As shown in research undertaken by Phillips (2000). is a diverse and interesting factor to analyze across consumer groups." (MacInnis & Jaworski. motivation is an individual difference worth characterizing. Huang (2003). This concept was elaborated upon by McGinnis and Jaworski (1989) in their seminal piece regarding information processing in advertising: "Cognitive and emotional responses related to imagined product consumption experiences are the strongest determinants of brand attitude.development of brand attitudes within a target consumer. goal-based website designs. When examined in terms of its relationship to time spent processing online. based on their online research. found that level of attention in consumers is most linked to utilitarian design while both control and interest are linked to hedonic performance measures. need for cognition is linked to the development of brand attitude in consumers. across sites. need for cognition could prove to be an interesting differentiator within the sample group. In past studies. concluded that higher levels of active control within consumers resulted in being geared towards more utilitarian. visually rhetorical advertising. goal-oriented motivations are keen on evaluating product attributes and therefore less likely to be attracted to open advertisements. Type of motivation. level of interactivity has also had an impact on type of motivation and need for cognition. (Phillips. either utilitarian ("goal-oriented"•) or hedonic ("expressive"•). Type of consumer motivation is extremely important when analyzing online consumer behavior as it helps categorize amongst user groups. . 1989) As shown.
The data has been collected directly from respondent with the help of structured questionnaires. . Survey design: The study is a cross sectional study because the data were collected at a single point of time. consumer’s preference and customer’s satisfaction regarding Cadbury and Nestle chocolates. an attempt has been made to present comprehensive analysis of consumption of Cadbury and nestle chocolates consumed by the people. Sample Size and Design: A sample of 100 people was taken . Data Collection: The data. which is collected for the purpose of study. After the detailed study. This project is based on information collected from primary sources. The data had been used to cover various aspects like consumption. is divided into 2 bases: Primary Source: The primary data comprises information survey of “Comparative study of consumer behavior towards Nestle and Cadbury chocolates”. For the purpose of present study a related sample of population was selected on the basis of convenience. The actual consumers were contacted on the basis of random sampling.RESEARCH METHODOLOGY This chapter describes the methodology of the study.
“Marketing Management”.aphrodite-chocolates. G.co.cadbury.google.chocolatereview. 2nd edition Websites: http://www.com http://www.Schiffman Leon.cadburyindia.Pearson Education 4th ed. BIBLIOGRAPHY BOOKS: Philip Kotler.R.htm http://www.co. “Research Methodology”. Secondary Source: The secondary data was collected from internet.com http://www. Marketing Management.packaging-technology. Kothari. Kotler Philip & Kevin Lane Keller . Consumer Behavior. C.htm http://www.com/…/cadbury4.uk http://en.nz/carnival/index. Prentice-Hall India 8th ed.wikipedia.com http://www.org/wiki/preference . Pearson Education 2nd ed.nestle.co.html http://www.uk/history_chocolate.
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