...Topic: CONSUMERS’ PERCEPTION ON PRODUCT QUALITY AND BRAND DILUTION ON VARIOUS SEGMENTS OF TOBACCO INDUSTRY IN BANGLADESH - AN EMPIRICAL STUDY TO IDENTIFY THE SCOPE OF IMPROVEMENT FOR BATB Abstract: Now a day’s quality of the products is the primary concern for the customers. Customers value their money and always prefer the quality product. Tobacco industry is a potential industry and its growth is also related with national GDP. About one percent of our GDP is used in consumption of tobacco product that’s why it becomes a huge market for the competitors of tobacco industry. As the cigarette is both competitive and controversial product so marketing of this product is very difficult. There are many tobacco companies in Bangladesh. Among them British American Tobacco Bangladesh (BATB) is a pioneer and leading multinational cigarette manufacturer followed by local manufacturer Dhaka tobacco. This paper tried to find out the relation with quality and brand dilution and brand dilution occurs broadly in FMCG industry. Brand dilution is the weakening of a brand though its overuse. This frequently happens as a result of ill-judged brand extension. Price cutting that increases sales volumes but moves a brand down-market can be similarly damage a brand. Brand dilution is an ever present risk for companies that rely on a strong brand for high margins. A company that owns a strong brand obviously wants to leverage it to sell as much as possible, but the very strategies used to purse...
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...tradesmen’s perceptions of supplier’s quality has shown that they are ranked in the 3rd tier out of 4 tiers in the marketplace, which is due to the fact that B&D are viewed more as a consumer brand, and perception of tradesmen’s that B&D’s products are of inferior quality, less durable/rugged for the required work conditions. These coupled with the lack of color differentiation makes B & D’s products not product tradesmen are proud to own, reflected in the market-share. 1. Why is Makita outselling Black and Decker 8 to 1 in account which gives them equal space? Ever since Makita entered the professional tradesmen business in the United States, the company has been a major competitor for Black and Decker. In fact it is outselling Black and Decker in one location 8 to 1, mainly due to brand, durability, and quality perceptions. Black and Decker’s sales in the consumer segment are very strong, but unfortunately that does not have a good impact on the brand perception. Tradesmen view all Black and Decker products as for use at home rather than on the job. Products that are used at home (every once and awhile) require a different level of durability than a product that is used on the job (everyday). The tradesmen’s perception of the durability is that it will not last, and therefore they do not purchase the products. In fact, some Black and Decker products were used on the job and failed. Tools are constantly discussed on the job sites and once a product/brand fails...
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...Brand Equity: The value put by Brand’s consumers and channel members which permit the brand to earn larger volumes and margins than it would without the brand name and which adds as differentiating factor for the brand over its competitors is defined as the brand equity. The values, consumers associate with the brand are reflected in their brand loyalty. A positive perception of the brand results in brand awareness and less marketing effort. Consumer’s perception of organization and loyalty depend on the value they put on brand which is measured in terms of brand equity which might add value. Brand equity is an intangible asset to the company. Brand Equity is important for three major reasons: 1. Brand Equity creates shareholder value 2. Brand Equity Building is a competency that can be mastered to create competitive advantage 3. Brand Equity management creates an array of growth opportunities for business. Frame work for Measuring Brand Equity: Brand Awareness: Brand awareness is key determinant in measuring brand equity. It measures the ability of customers to recognise a brand and recall the logo, symbol etc to certain associations in their memory. Apart from brand recall and recognition, brand knowledge, brand dominance, brand opinion also is included in brand awareness. Brand associations: Brand associations consist of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes and is anything linked in memory to a brand. Associations...
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... Solution We suggest: Lancôme follow a differentiated market coverage strategy by introducing Lancôme Hyp. Lancôme change consumers’ perceptions and preferences for higher quality consultation service and a wider product line, while only changing consumers to prefer higher innovative technologies. The Problem Solving Format allowed us to analyze Lancôme's current business plan. We determined that Lancôme should switch from an undifferentiated market coverage strategy to a differentiated strategy. This differentiated approach will potentially increase consumer preferences for wider product lines, higher consultation quality and innovative technologies. Lancôme will accomplish this by focusing on advertising and promotional campaigns that address the product and brand benefits described in the core benefit proposition. In addition, our recommended MAGIC strategy will help Lancôme defend itself strongly against competitors. Market Overall Market: Cosmetics and Skin care Focus Market: Skin care We began our Lancôme analysis by defining the market which is cosmetics and skin care. This market can be further divided into the following categories: body care, makeup, hair care, and fragrances. Since Lancôme focuses on keeping women looking healthy and young, we chose skin care as the focus market, which enables us to eliminate brands that are not substitutes for skin care, such as L'Oreal and Almay. Within this skin care focus market, Lancôme's main competitors are Clinique...
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...defects of materials or workmanship can be concealed forces of purchaser to often judge quality by price." (W.C. Mitchell, 1912) Price is the monetary or non-monetary value that customers are willing to give up or exchange, for obtaining a desired product, which is beneficial for customers on their willingness and preferences. The consumer's preferences depend on the intrinsic characteristics of the product, such as quality and utility, are the main characteristics that customers will take into consideration of purchasing expensive product. Numerous marketing researches such as the study of relationship between price and quality (Erickson, Johansson, 1985) indicated that a price and perceived quality phenomenon exists when there is the situation of product uncertainty or lack of information of that desired product, the price will be widely used as a prediction base which it is the best available and understandable characteristic to evaluate the quality of product. These researches indicate that there is a strong psychological inclination of customers in believing that the higher priced product will relatively have higher quality, as a result, price becomes the quality cue. Under the observation of an asymmetric information experiment (Kusmierczyk, 2005), it seems that this behaviour pattern influences on producers' decision making on pricing, where most of the producers set price to declare its quality, which lead to a situation where consumers are willing to purchase a product with...
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...and stacked with other prominent brands– e.g. Milwaukee (~10% share), Ryobi (~9% share). Despite being a broad market in terms of products – 3 primary segments and 9 individual sub-segments, there was strong competition from Makita across the board with leadership position in every sub-segment. b) Poor brand perception: While the strength of the brand had helped B&D establish leadership position in the consumer segment, the same possibly worked against them in the tradesmen segment. There was clearly a strong association of B&D’s popular consumer segment products – e.g. Dustbuster, Spacemaker etc. that was spilling over in to the tradesmen segment. The male-dominated nature of the user base conflicted with the “household” tool perception that B&D had unwittingly acquired. c) Channel Strategy: Despite the “arrogant and dictatorial” perception among channel partners, Makita had a leadership position across channels. Makita had been selling the same products across channels, offering no “channel protection” for its retail partners, whereas B&D stayed away from the discount oriented Membership Club channel. Effectively B&D was choosing to participate in only 90% of the potential overall market. B&D was also especially weak in the largest and growing channels -– Home Centers and Two-Step, where its share was <10%. d) Failure to leverage quality: B&D was unable to extend its excellent reputation for quality from the industrial to the tradesmen...
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...Global Product Quality and Corporate Social Responsibility Perceptions: A Cross-National Study of Halo Effects Thomas J. Madden, Martin S. Roth, and William R. Dillon ABSTRACT Attribute ratings often contain a holistic or global impression of the brand, commonly referred to as “halo.” A halo response can occur when perceptions of a brand’s performance on an attribute are influenced by performance percep- tions on another attribute or by a global impression of the brand. Using cross-national survey data from consumers in Argentina, China, Spain, and the United States, the authors examine the extent to which a halo response introduces bias to product quality and corporate social responsibility perceptions of competing brands. The findings show that halo is more pervasive for product quality than for corporate social responsibility associations, varies across brands and markets, and is strongly related to brand recommendations. Examining cross-national brand performance and halo perceptions can help international marketing managers understand key perceptual similarities and differences between and across markets, which can inform strategic considerations such as whether to pursue global, panregional, or national branding, positioning, and advertising strategies. Keywords: constrained components analysis, associative network models, automatic activation theory, branding and brand management, marketing standardization/adaptation, corporate social responsibility The strategic...
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...Introduction Strong brand equity had become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. The research focused on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This was based on the assumption that all these dimensions of customer based-brand equity will have influence on consumer’s perceptions of brand. However, the thesis aimed to find out which among three dimensions (brand image, brand loyalty and perceived quality) appear to have the least brand equity in both restaurants and to find out if customer perception is met with respect to each attribute of brand awareness, brand image, perceived quality and brand loyalty. Brand awareness was treated separately from other dimensions because of the difference in scale. A structured questionnaire was constructed to provide answers to our research question. In this study, a number of questionnaires were distributed, but only sixteen useable questionnaires were realized. The study surveyed four dimensions of consumer’s based-brand equity namely brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty appears to have the least brand equity rating by consumers...
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...POSITIONING Your brand positioning is the “space” that your services and solutions occupy in the minds of your target audience. The right positioning incorporates strong values and differentiators that are important to your customers. Brand positioningis important in deciding where you want to position your brand within its category and relative to the competition. Brand Positioning permeates virtually everything we do. It is the foundation to all communications and brand strategy. It is the disciplined thinking that guides the basis for building relationships between brands and customers. Once you determine the way in which you can reach your market, the next thing to look at is how you are going to lure your customer to try your brand. Here is a list of nine positioning types you can think of before deciding on which one you will attach to your brand: 1. QUALITY POSITIONING Perception of quality is probably one of the most important elements for a brand to have and can be combined with any of the other prompts below. Quality, or the perception of quality, lies in the mind of the buyer. Build a powerful perception of quality, and you will succeed in creating a powerful brand. Al Reis and Laura Reis, authors of The 22 Immutable Laws of Branding[pic] say the best way to increase perception of quality is to narrow the company’s focus. When you narrow a product’s focus, they explain, you become a specialist rather than a generalist, and a specialist is perceived...
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...[pic] [pic] [pic] TABLE OF CONTENTS |S.NO |PARTICULARS |PAGE NO | |1 |Introduction to customer perception and banking industry |3 | |2 |Literature review |4-6 | |3 |Objectives and hypothesis |7 | |4 |Research methodology |8 | |5 |Limitations |9 | |6 |Data analysis |10-24 | |7 |findings |25 | |8 |Suggestions |26 | |9 |Conclusions |26 ...
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...Abstract This study evaluates major factors (i.e. service quality, brand perception and perceived value) affecting on customers’satisfaction in e-banking service settings. This study also evaluates influence of service quality on brand perception, perceived value and satisfaction in e-banking. Required data was collected through customers’ survey. For conducting customers’ survey likert scale based questionnaire was developed after review of literature and discussions with bank managers as well as experts in customer service and marketing. Collected data was analyzed using principle component (PCA) using SPSS 19.0. A result indicates that, Perceived Value, Brand Perception, Cost Effectiveness, Easy to Use, Convenience, Problem Handling, Security/Assurance and Responsiveness are important factors in customers satisfaction in e-banking it explains 48.30 per cent of variance. Contact Facilities, System Availability, Fulfillment, Efficiency and Compensation are comparatively less important because these dimensions explain 21.70 percent of variance in customers’ satisfaction. Security/Assurance, Responsiveness, Easy to Use, Cost Effectiveness and Compensation are predictors of brand perception in e-banking and Fulfillment, Efficiency, Security/Assurance, Responsiveness, Convenience, Cost Effectiveness, Problem Handling and Compensation are predictors of perceived value in e-banking. Keywords: Service quality, Brand perception, Perceived value Satisfaction, E-Banking 1. INTRODUCTION...
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...McColl, & Kitchen, 2008). The reasons for increasing sales were the recovery of thw economy and quality and productivity were improving (Truong et al., 2008). From a few years ago up to now many countries in Europe have been affected by the economic crisis, the U.S. had a recession, and Asia (Japan) had an earthquake (Max Colchester, Wall Street Journal, July 29, 2011),(Melendez, 2011) Because of these problems luxury brand products should have been affected an lost sales in the world market. However, LVMH reported a 20% sales increase from the last quarter of the year, Gucci increased 22% in sales reported last week (Christina, 2012). This is the opposite of what we would have expected. The increase in sales of global luxury brand in the market shows the trend of current consumers which are younger than the older consumers of the past (Twitchell, 2002). More and more people buy luxury brands, not just working people but also students. 1.1.1 Asian demand for luxury product The Asia market has a high potential for growth and strong demand (Colchester, 2011).This is because the economy in Asia is good and has been getting better and better for many years. China, economic growth rate in 2011 was 9.2%, and Thailand’s economic growth rate in 2011 at 0.1% (Bank of Thailand).So Asia people and Thai people have more money and more interest to buy luxury brands. 1.1.2 Thai demand for luxury products At present more and more people use luxury products and live...
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...Maaninen-Olsson Supervisor: Magnus Linderströmd Title: Factors influence consumer purchase decisions of Private Label Food Products Keywords: Private Label Brand, consumer attitudes, intention, perceptions, ICA Basic Abbreviations PLB: Private Label Brand, WOM: word of mouth Research questions: Which factors influence consumers buying decisions of low-price PLBs food products? How consumers perceive low-price PLB food product? Case study of ICA Basic Research purpose: The purpose of this study is to identify and analyze factors that influence consumer purchasing decision of private label food products. Method: In this case study, both secondary data and primary were utilized. Secondary data was obtained from relevant literatures, online journals, articles, blogs, and other electronic sources. The primary data was collected by the combination of quantitative and qualitative approaches. Qualitative data was carried out through interviews with store manager of ICA Skrapan, Västerås and with ICA PLB manager; quantitative data were collected through online survey, designed on the platform providing by the commercial website surveymonkey.com Conclusions: The research identified five factors that influence consumers' purchase decision of low-price private label brands are brand, brand related activities (advertisement & word of mouth),...
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...promotion, price perception, product quality perception and brand loyalty in the context of detergent markets in Bangladesh. Fairol Halim, Hasnizam Shaari, Shahrin Saad, et al. (2012). Prinsip Pemasaran. Pearson Malaysia. Fisher, M. K. (1999). “Component sharing in the Management of Product Variety: A study of Automative Braking Systems.” Management Science, 297-315. Garvin, D. A. (1987). Competing on the eight dimensions of quality. Grönroos, C. (1990). A service quality model and its marketing implications. European Journal of Marketing.18(4), pp. 23-28. Guzman, F. (2000). A Brand Building Literature Review. Haelsig, F., Swoboda, B., Morschett, D., & Schramm-Klein, H. (2007). An intersector analysis of the relevance of service in building a strong retail brand. Managing Service Quality, 17(4), 428-448. Huq, M. M. (2005). A relational study on consumer promotion, price perception, product quality perception and brand loyalty in the context of detergent markets in Bangladesh. Independent university, Bangladesh. Kazmi, S. Q. (2012). Consumer Perception and Buying Decision (The Pasta Study). International Journal of Advancements in research and technology. Khairul Anuar Mohd Ali, Juliana OPL. (2010). Study on shopping mall attractiveness factors which influence consumer in choosing a shopping mall. Journal of Quality Measurement and Analysis 6 (1), 65-73. Kim, y. A. (2006). The Impact on Customer Perception of Product Variety...
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...Building A Strong Brand: Brands and Branding Basics by Dave Dolak Background and introduction The word "brand", when used as a noun, can refer to a company name, a product name, or a unique identifier such as a logo or trademark. In a time before fences were used in ranching to keep one's cattle separate from other people's cattle, ranch owners branded, or marked, their cattle so they could later identify their herd as their own. The concept of branding also developed through the practices of craftsmen who wanted to place a mark or identifier on their work without detracting from the beauty of the piece. These craftsmen used their initials, a symbol, or another unique mark to identify their work and they usually put these marks in a low visibility place on the product. Not too long afterwards, high quality cattle and art became identifiable in consumers’ minds by particular symbols and marks. Consumers would actually seek out certain marks because they had associated those marks in their minds with tastier beef, higher quality pottery or furniture, sophisticated artwork, and overall better products. If the producer differentiated their product as superior in the mind of the consumer, then that producer's mark or brand came to represent superiority. Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much, much more than just creating a way to identify a product or company. Branding...
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