Major Research Topic

Impact of Brand Image on Consumer Decision-making

on High-Technology Products

Submitted by- Submitted to

–
Jeevan Kumar Singh Prof. G.P Sahu
Introduction
• Brand image is the perception of customers about a particular
brand. Brand Image of any brand tends to develop over time.
• Brand image is formed in the minds of customers based upon
the experience and interaction of the customers with the
brand, interactions can take place in different ways and not
necessarily only the buying or using of the product and service
• Branding of high technology product has evolved along with
the development of mass production and mass marketing.
• The pervasive impact of technology has an impact on every
human being whether it is associated with the brand image or
not.
• The results of both developments have made it necessary for
marketers to adjust their branding strategies in order to meet
the expectations of the consumers.
 Buying Decision Behaviour Of High Technology
Product

•
Types Of Buying Decision

• Complex Buying Behaviour

• High Involvement, more Information search, significance
Brand difference
Literature Review
Literature is been divided into four Sub topics:
• Brand Image
• Price of product
• Quality
• Uses of technology

S.No Study Title Use Context Conclusion

1 Nandan, S An Exploration A Brand image and brand identity are

of The Brand Communications associated with each other and are essential
Identity–Brand Perspective ingredient for strong brand. A firm ensures
Image Linkage the brand loyalty
2 Maria Relationships Brand Extension Both before the internet era and in internet
Sääksjärvi(2011) Among Brand era brand image has to work hard in
Identity, Brand introductory stages. Brand image manifest
Image and Brand into consumer preference for the brand
Preference,
3 Burmann C., The Concept of Brand The self-perception about brand and brand
(2017) Identity-Based Management image is determine the internet target
Brand group and they are the primary group
Management
4 Chevalier M Relationships Offline Brand The capacity of a brand to be recognized as
Among Brand Extension unique, over time, without confusion,
Identity, Brand thanks to the elements that individualize it.
Image and Brand
Brand identity is the capacity of a brand to
Preference
be recognized as unique, over time,
without confusion, thanks to the elements
that individualize it.

5 Catherine Viot Can Brand Product& Brand Each brand comes from a unique culture
Identity Predict Management characterized by values. His model, called
Brand Extensions' “identity prism”, helps explain the
Success or paramount differences between competing
Failure? brands
Literature Review on Price
S.N Study Title Use Context Conclusion
1 The Influence of Purchase Consumers tend to
Albari Albari,2020 Product Price on Decision associate price with
Consumers’ product
Purchasing Decision level, such that a
perceived high price
reflects high quality and
vice versa

2 TillB., Baack, Strategic brand Complex buying Brand association map

D. and Waterman, B. process shows managers
association maps:
clear, consumer‐driven,
developing brand strategic view of the
associations their brand has,
insight
and how those associations
may (or may not) be serving
to differentiate their brand.
3 Kit Hong Wong, Hsin The effects of Brand Switching Consumption values are
Hsin Chang, Chih Heng consumption values positive, a positive causation
Yeh and relational benefits will be created. Consumer
on smartphone brand switching cost Becomes
switching behaviour another issue that needs to
be considered to prevent
consumer switching
• behaviour
Literature Review On Quality
Literature review On Uses of Product

S.N Name Title Use Context Conclusion

1 Frank Consumer An owner-based Owners of luxury brands or

Bachmann perceptions of perspective detailed the moderated
luxury brands effects of luxury value on
related attitudinal outcomes
2 Mark S. Glynn The importance of Product Management brand‐specific associations (i.e.
and Roderick J. brand‐specific attributes which differentiate a
Brodie associations in brand from the competition) can
brand extension dominate the effects of the parent
brand to the point where they
reverse extension evaluations
3 Ramkissoon, H How consumption Consumption of Consumption values derived from
values affect product a destination and discusses their
destination image usefulness in destination image
formation
4 Till, B., Baack, Strategic brand developing brand Brand association map process
insight shows managers clear, consumer‐
D. and Water association driven, strategic view of the
man, B. associations their brand has, and
maps how those associations may (or
may not) be serving to
differentiate their brand.

•
Research Variable
Independent Variable
• Brand Image
• Price of product
• Quality of product
• Uses of product
Uses Of Technology
• Dependent Variable
• Customer involvement
• Information search
Objective of Research

• Discover consumer’s behaviour in terms of high-technology

products in order to improve the Decision of marketing
strategies for high-technology brands.
• Analyse people’s buying behaviour and determine the main
drivers for purchasing high-technology products.
• Examine a change in the generational perception and
involvement regarding high-technology products.
• Discover and evaluate the perception of branded and non-
branded high-technology products
Research Scope

• Market driving organizations create value by engaging in

innovative activities both, within the organization and outside
it.
• 1. Industry level: Activity focused on driving change to the
nature of competition by altering the structures and/or
functions of industry participants.
• 2. Market level: Activity focused on driving change in one or
more market space(s) within an industry by altering customer
preferences and behaviours.
• 3. Product level: Activity focused on driving change to specific
products/services within a market by altering the standards
for that offering.
Research Gap

• As brands within the high-technology have enjoyed a high perception, the

impact of branding on the world distracted from the association between
products and companies
• Drawing attention to the things that were associated with the brand image.
• Companies nowadays use a brand name/brand image to represent them to
the outside world, an increasing competition within the high-technology
sector has led to a nearly saturated market and a high parity of products
offered

• Price, Use of technology, brand image and perceived quality strongly effect
the consumer buying decision along with factor such that consumer
involvement, information search and influencer and association between
these combination of Product attributes and companies less Investigated.
Research Model and Hypothesis

H1: Buying decisions of high-technology products are mainly based on price.

 
H2: People primarily purchase high-technology products for prestige.
 
H3: Perceived quality has positive effect on purchasing the product.
 
H4. Perceptual change of cultures affected the adaptation process of high
technology.

 
Research Methodology

• In this research, a thorough literature review is done about the factors that influence
consumer decision making and what other factors can influence consumer buying
decision. Based on the literature, variables and items are found and research
question is made and the hypothesis is generated.
Population and Sample
Target population and Sample Size
• My target population is each consumer who buys high technology product. To
understand the decision making of consumers towards online shopping a
questionnaire has been designed to collect the responses.

Data Collection
• The primary data is collected through the questionnaire by doing online survey.
The secondary data is collected from past reports, research papers and websites.

Research tool
• To explore the relationship between the customers’ segment and the acceptance of
brand extension SPSS 17.0 and MS Excel were used to carry out statistical tests
Thank you