...Brand Preference And Its Antecedents By: Getaneh Zelalem Addis Ababa University School of Commerce Department of Marketing Management Post Graduate Program January, 2012 Addis Ababa, Ethiopia Brand Preference And Its Antecedents Brand Preference and Its Antecedents: A Case of Footwear Products By: Getaneh Zelalem Advisor: Getie Andualem (PhD) A Research Project submitted in partial fulfillment of the Requirement for the degree of Master of Marketing Management Addis Ababa University School of Commerce Post Graduate Program Department of Marketing Management January, 2012 Addis Ababa, Ethiopia Brand Preference And Its Antecedents Brand Preference and Its Antecedents: A Case of Footwear Products By: Getaneh Zelalem Approved by Board of Examiners ____________________________ Name ____________________________ Name ____________________________ Name _______________ Signature ______________ Signature _____________ Signature Brand Preference And Its Antecedents Statement of Certification This is to certify that Getaneh Zelalem Emiru has carried out his research work on the topic entitled Brand Preference and Its Antecedents. The work is original in nature and is suitable for submission for the award of Masters Degree in Marketing Management. ________________ Advisor: Dr. Getie Andualem Date: ____________________ Brand Preference And Its Antecedents Statement of Declaration I hereby declare that Brand Preference and Its Antecedents project...
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...analysis of Brand Image、Brand Personality、Brand Attitude、Brand Preference and Sports Product Purchase Intention 黃少章 / 國立臺灣師範大學 Haung Shau Chang / National Taiwan Normal University 真理大學運動知識學院 運動傳播學刊 第三期 抽印本 中華民國 九十九 年 八 月 一 日 第三期 運動傳播學刊 第三期 品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買一圖關係之研究 品牌形象、品牌個性、品牌態度、 第 130-148 頁 I S S N：2 0 7 1 - 3 6 0 6 N： 品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買意圖 關係之研究 黃少章 / 國立臺灣師範大學 摘要 品牌經營對頂尖的企業而言是關鍵要素之一，對企業而言，有雄厚品牌資 產是影響消費者行為重要的指標。本研究旨在暸解品牌形象、品牌個性、品牌 態度、品牌偏好與消費者購買意圖之影響。研究對象為臺北市立松山工農 157 個學生，以「品牌形象、品牌個性、品牌態度與品牌偏好與購買意圖調查問卷」 為研究工具以了解消費者的消費者對品牌的知覺。資料分析以 PASW 18.0 for windows 統計軟體分析，以相關分析及路徑分析為研究方法，得到的結果發現： 一、品牌形象、品牌個性、品牌態度、品牌偏好與購買意圖之間有高度相關性， 特別在品牌形象與品牌個性間有很高的相關性很高，顯示品牌個性會受到品 牌形象的影響；其次為品牌個性與品牌態度之相關。至於影響購買意圖相關 性最高的則是品牌態度。 二、品牌形象、品牌個性、品牌態度、品牌偏好對購買意圖路徑模式的結果可 發現，品牌形象、品牌個性、品牌態度、品牌偏好對購買意圖的迴歸模型達 顯著；品牌態度對品牌偏好的迴歸模型達顯著；品牌形象、品牌個性與品牌 態度間之迴歸模型亦達顯著，而品牌態度在品牌形象、品牌個性與品牌偏好 間，有良好的中介效果。 關鍵字：品牌形象、品牌個性、品牌態度、品牌偏好、購買意圖 130 第三期 運動傳播學刊 第三期 品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買一圖關係之研究 品牌形象、品牌個性、品牌態度、 第 130-148 頁 I S S N：2 0 7 1 - 3 6 0 6 N： The study of relational analysis of Brand Image、Brand Personality、Brand Attitude、Brand Preference and Sports Product Purchase Intention Shau-Chang Haung / National Taiwan Normal University. ABSTRACT Brand management is one of the important key factors for a top corporation. Corporation with strong brand equity will be an index for affecting the consumer behavior. The purpose of this study lay on gaining further insight on the brand image, brand...
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...Journal of Economic Development, Management, IT, Finance and Marketing, 6(1), 61-76, March 2014 61 Effectiveness of Cartoon Character’s in Creating Brand Preferences Among kids Ajay Jose Bharathiyar University, Coimbatore, India joseajay@gmail.com Dr. K. P. Saraswathiamma K P FISAT Business School, Angamaly, India mcpanicker@gmail.com Abstract Kids mean business to marketers. Around 40 crore kids below the age of 15 are India’s most conspicuous consumers, lapping up not just toys, eatables, gadgets, phones and clothes but also counseling their parents on big-ticket purchases. Intense competition to tap this young aspiring segment has seen big players relying on high spends advertisements, cross-selling, licensed merchandising, program length commercials, product placement and promotions involving free gifts. The researcher has tried to analyse the association of cartoon characters with brands in inducing Brand Preference among kids. Key Words: Branding, Cartoon characters, Kids, Endorsements, Consumer buying behavior, Advertising Effectiveness Introduction Children have a big say in family decision to purchase many products. Marketers are trying to cash on the children’s ability to nag their parents to induce purchase. Pester power is a child’s ability to affect their parents purchase decision, often through the use of nagging or pestering. Seth Gaurav et al. (2008) defines pester power as “the nagging ability of children to purchase the Journal...
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...CONSUMER AWARENESS GUIDELINES Be an Alert Consumer ! Also be a Responsible Consumer !! Issued by Government of Tamil Nadu Civil Supplies & Consumer Protection Department, Ezhilagam, Chennai-5. Phone: 044-28583222 / 28583422 Web: www.consumer.tn.gov.in E.mail: consumer@tn.nic.in A. WHO IS A CONSUMER? A ”consumer” is a person who buys any goods or hires any service for valuable consideration (including deferred payment). The term does not include a person who obtains goods or services for resale or for any commercial purpose. However, persons who avail goods or services exclusively for the purpose of earning their livelihood by means of self employment are considered as ‘consumers’. B. CONSUMER RIGHTS Rights 1 to 6 are directly guaranteed under the Consumer Protection Act 1986 while Rights 7&8 are implied under the Constitution of India. 1. Right to safety Right to be protected against marketing of goods which are hazardous to life and property. 2. Right to information Right to be informed about the quality, quantity, potency, purity, standard and price of goods or services as the case may be, so as to protect the consumer against unfair trade practices. 3. Right to choose Right to be assured, wherever possible, access to a variety of goods and services at competitive prices. 4. Right to be heard Right to be heard and to be assured that consumer’s interest will receive due consideration at appropriate fora. 5. Right to redressal Right to seek redressal against Unfair...
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...A STUDY ON BRAND PREFERENCE OF WALLCARE PUTTY IN THE AREA OF PARAMAKUDI QUESTIONNAIRE 1. Name : 2. Address of the firm : (With seal) 3. Status of the firm : Individual firm [ ] Partnership firm [ ] 4. Sex : Male [ ] Female [ ] 5. How you’re doing the business? 6. Total year of experience? 7. How did you know about the product? a) Promotional activities [ ] b) Friends & Relatives [ ] c) Distributors [ ] d) Company official [ ] 8. State your awareness regarding BIRLA WALLCARE PUTTY a) Fully aware [ ] b) Partly aware [ ] c) Just awareness [ ] 9. Which type of product does you familiar with the BIRLA WHITE? a) Birla white cements [ ] b) Birla wall care putty [ ] c) Birla white texture [ ] d) other`s name:______________ 10. How long you are using Birla white Products? a) Below 1 year [ ] b) 1-2 years [ ] c) 3-5 years [ ] d) above 5 years [ ] 11. Mentions the company that you have dealerships? a) Birla wall care putty [ ] b) J.K. wall care putty [ ] c ) ASIAN [ ] d) Berger [ ] e) Nrolee [ ] f ) Nippon [ ] g) Other’s name:______________ 12. Please ranking the following brands customer will prepare to...
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...moderate growth, customer satisfaction, annual profitability, and the most importantly, socially recognition brand in consumer basic feature goods industry in World 11. It also meet our main firm’s objectives which focus on profit maximization, sales maximization, and sales income generation from the revenue. On a more focused standard of marketing strategies, we include price, advertising, salary, commission, and hiring. 3.1.1 Price According to our primordial weighting factors in which market share was our number one priority, our plan was to increase the price whenever a new model would be introduced. The increase in price will take place at each quarter of the year. The price increase will be to cover the higher production cost and all other expenses associated with introducing a new product. The pricing strategy has been simple offer the most affordable price. However, competition would lower their price and therefore we had to adjust our prices in order obtain a higher market share. 3.1.2 Advertising AMH is committed to build great relationships with customers and ensuring them happiness and satisfaction. We aim to become a nationally recognized brand as our short-term goal and internationally recognized as our long-term objective. The main goal of AMH is moderate growth, customer satisfaction, annual profitability, and the most importantly, socially recognition brand in...
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...name: 1. Since how many years you are running this business? 2. Which lubricant brand do you sell in your service station? 3. Why do you prefer that brand? 4. Since how many years you are selling that brand? 5. What do you look in the lubricants? a. Quality b. Logistics c. Brand popularity d. Market demand e. Price f. Availability in different quantities g. Profit margin h. Promotion i. Packaging 6. On what basis do you buy the lubricants? a. Based on company preference. b. Customer preference. c. Original Equipment Manufacturers (OEM) recommendation. d. Popularity in your area. 7. Do you use lubricant from your service station or customer brings or both? 8. Does the company of lubricant you use provide any gifts/ incentives/ promotional offers to you? 9. Do you provide any gifts or incentives to your customers? 10. Do you get lubricants on credit from the company/ distributor/ big retailer shop? 11. Are you aware of the schemes related to MAK? 12. Why do users opt less for premium products as compare to other product under same category a) Doesn’t know the benefits on premium products b) Price c) They feel them as same d) Doesn’t want a change e) Any other 13. Which particular brand vehicle normally visits your garage? 14. How many units do you consume for servicing...
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...PepsiCo Problem PepsiCo’s business strategies were working out very well for them except for in their international operations. The international segment had relatively low profit margins which meant that PepsiCo needed to implement a new organizational structure that would better utilize strategic fits between the company’s international operations. Also, the operating margins and profitability across the different geographic areas and product lines varied a lot for PepsiCo. Gaining some more stability throughout each area and product line would increase the company’s growth and strength within their targeted markets. Situation Analysis In 1997 PepsiCo set out to accomplish a major portfolio restructuring through acquisitions, product innovation, international expansion, and close relationships with distribution allies. All of this restructuring proved positive for the company and they saw success in many areas. They saw their international snack volume grow by 9 percent and the international beverage volume increased by 8 percent in 2007. However, PepsiCo’s international operations were much less profitable than its businesses operating in North America. The company did notice opportunities for growth in these international markets, though. PepsiCo executives expected that, by 2010, China and Brazil would be the two largest international markets for snacks. They also found that it could grow international sales through its Power of One Strategy. Through research PepsiCo...
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...’A PROJECT ON A STUDY ON CONSUMER PREFERENCES FOR COCA COLA” PREFACE Market provides a key to gain actual success only to those brands which match best to the current environment i.e." imperative" which can be delivered what are the people needs and they are ready to buy at the right time without any delay. It is perfectly true but this also depends on availability of good quality products and excellent taste and services which further attract and add a golden opportunity for huge sales. This also depends on the good planning approach and provide ample opportunity plus sufficient amount of products for sales in the coming next financial year. This survey report introduces study of consumer’s preferences for COCA COLA. After going through a detail analysis of market behavior and future prospect, t may also provide an opportunity to COCA COLA to frame a good future plan to satisfy maximum needs of the customers and established its guiding role in the market of Delhi, Ghaziabad, city in particular and through out the country as a whole. The study report will also provide an opportunity to delineate its market potential business areas, products & services are to be offered by the company to the customers. This study report also provides the various factors affecting the services. Marketing Division of COCA COLA has to keep in mind various factors specially while preparing a plan for marketing...
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...besa44438_ch03.qxd 10/12/04 5:45 PM Page 68 3 3.1 3.2 C H A P T E R CONSUMER PREFERENCES AND THE CONCEPT OF UTILITY R E P R E S E N TAT I O N S OF PREFERENCES UTILITY FUNCTIONS APPLICATION 3.1 APPLICATION 3.2 APPLICATION 3.3 APPLICATION 3.4 Influencing Your Preferences How People Buy Cars: The Importance of Attributes Taste Tests Hula Hoops and Pet Rocks Why Do You Like What You Like? If you are thinking about buying a car, your choices can be overwhelming: Should you buy or lease? New car or used? A sport utility vehicle, a sedan, a sports car, or a minivan? Should you get a sunroof or four-wheel drive? How much extra would you pay for a vehicle that will have a high resale value in the future? What are the expected operating expenses for each model—insurance, repairs, gasoline, and so on? Finally, what opportunities will you forgo if you buy a car? How else could you spend your money, either today or in the future? Making decisions about a product with many options is not easy. Before buying a car, for example, you might draw on the experiences of friends and family, read advertisements, visit dealers, and test-drive vehicles. You might also research different models and financing options on the Web, read Consumer Reports, price insurance rates for favorite models, or even visit chat rooms frequented by car buffs. As a consumer, you make choices every day of your life. Besides choosing among automobiles, you must decide what kind of housing to rent...
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...TARLAC STATE UNIVERSITY COLLEGE OF BUSINESS AND ACCOUNTANCY MARKETING MANAGEMENT TO DETERMINE FACTORS WHICH INFLUENCED FM STUDENTS IN CHOOSING MCDONALD’S MEAL In Partial Fulfillment of the Subject Requirement In Marketing Research Submitted by: BARTOLO, LYKABETIZA M. JAVIERTO, JEFFREY M. MKM 2-3 Submitted to: DR. ELIZABETH AMURAO To determine factors which influenced 50 selected FM students in choosing McDonald’s Meal BACKGROUND OF THE STUDY: Ray Kroc started it all when he bought the franchise of a small burger joint owned by Dick and Mac McDonald, and opened his first restaurant in Des Plaines, Illinois in 1955. Now, McDonald’s has more than 30,000 restaurants, serving nearly 50 million people in over 119 countries everyday, making it the number one quick-service restaurant in the world. George T. Yang built the first Golden Arches in the Philippines in 1981. As of 2005, McDonald’s Philippines is a 100% Filipino-owned company. From its first restaurant along Morayta, Manila in 1981, McDonald’s has grown to become one of the leading fast food chains with close to 300 restaurants nationwide! With Kenneth S. Yang at the helm, McDonald’s is now a multi-billion peso company that continues to expand and serve Filipinos all over the country. McDonald’s is a customer-oriented company that strives to offer Filipinos a combination of great tasting, quality food products at value prices with excellent service. Well loved McDonald’s products like...
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...For my clothing store, which is located in northern Bogota, we need analyze our target; assess the viability of launching a new brand of jeans to the market and help with the sales forecast. It will make the following survey: The model of the survey is as follows: Good morning / afternoon, we are conducting a survey to assess the launch of a new brand of jeans for women. We appreciate giving us a minute of your time and answer the following questions: 1. Do you wear the clothing of jeans? • Yes • No 2. What brands of jeans use or prefer? • Fiorucci • Sibilla • Pioneer • Milk • Tayssir • Other • I have no favorite brand 3. ¿When buying a jean, which is the first thing taken into account? • Brand • The quality of the fabric • Model • Finishes • Price • How well can you be? • Other 4. What models of jeans do you prefer? • Classic • Straws • Bell • Capri • In wide waistband • Whether it is fashionable • Other 5. Which of these motifs preferred in the preparation of a jean? • Double pocket • Folds in legs • Pockets on legs • Zippered front pockets • Zippered back pockets • Not many frills • Other 6. Which of these types of applications preferred in a jean? • Embroidery at front pockets • Embroidery on back pockets • Greviches (color stones) in front pockets • Greviches on back pockets • Cross in back pockets • Cross in front pockets • Not many applications • Other 7. Which of these places usually go to buy their jeans? • Malls • Department...
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...Rethinking Strategy at Macy’s 1.) When developing a marketing strategy, I feel Macy’s should do research on the local areas style preferences, like brands preferred, maybe certain colors and sizes may also be considered. They may also have to consider climate, such as which seasonal clothes to purchase to sell. In the Midwest they may need warmer clothes for the colder months; and for the warmer climates that would obviously not be needed, but there may be more brand specific the area may prefer. They may also want to consider customer loyalty to certain local products. Keeping the store names may be helpful, as people identify the name with a part of them and their hometown. Not making such drastic changes and keeping items in the store similar or highlighting the better selling items may be helpful to help customer adapt to the change, and some may not even realize there was a change. I also feel that keeping products in the same price ranges and not going to high or to low in prices ranges may help. Lower the price and merchandise selection may insult certain customers, on the other hand lower prices may bring in new customers. Either way I feel keeping the change not so noticeable to customers may be helpful especially in areas where there is an attachment to the local store. I feel it is important to keep special things customers identify the stores with and what they feel is important as long as it doesn’t cost money. They may want to do research to see what...
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...JALANDHAR 2008-2011 ABSTRACT The research project was undertaken to study the consumer preferences towards 150 cc motorcycles in Ludhiana city. Consumer is said to be the pivot around which the entire business activities revolve and thus it is necessary to know that how individuals make decisions. Primary data were collected from a sample of 120 respondents which was taken from the service centers of the motorcycle outlets. The factors leading to need arousal for 150 cc motorcycles were identified as availability of better pick up and elegant appearance. The main source of information about the motorcycle has been the media both print and electronic. The decision to purchase a particular brand of motorcycle was mostly made by the customer himself. The important factors considered while purchasing a motorcycle were pick up, styling and fuel efficiency. Bajaj Pulsar provides highest satisfaction in case of pick up, comfort, after sales service and maintenance cost whereas TVS Apache provides highest satisfaction in case of appearance/design and mileage. CERTIFICATE Certified that this project report “STUDY OF CONSUMER PREFERENCES TOWARDS 150CC MOTORCYCLES IN LUDHIANA CITY” is the bonafide work of “ HARPINDER SINGH”. Who carried out the project work under my supervision. (Dr. MEENAL CHAUHAN) CONTENTS ...
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... a)Yes b) No 10) If yes, which category of the biscuit do you prefer? a) Glucose b) sugar free c) nutritive d) whole grain 11).Rate the following brand in terms of product awareness in all category (5-Very High ,4-High ,3-Medium ,2-Low ,1-Very Low) a)Munchee [ ] b)Maliban [ ] c)Horliks [ ] d)Maam [ ] 12). Rate the following brand of biscuits in the order of buying and consumption preference (5-Very High ,4-High ,3-Medium ,2-Low ,1-Very Low) a)Munchee [ ] b)Maliban [ ] c)Horliks [ ] d)Maam [ ] 13). How did you know about the preferred biscuits ? (5-Very High ,4-High ,3-Medium ,2-Low ,1-Very Low) a)Television & Radio [ ] b)News paper & Magazine [ ] c)Family & Friends [ ] d)Others [ ] 14).What are the reasons which made you choose the preferred brand of biscuits ? (5-Very High ,4-High ,3-Medium ,2-Low ,1-Very Low) a)Price [ ] b)Quality & Taste [ ] c) variety [ ] d) Nutritional value [ ] 15).How often do you purchase the preferred brand ? a)Daily b)weekly c)Random d)Monthly 16).How do you rate the product variants available in the preferred brand of biscuits ? a)Excellent b)Good...
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