Literature review on consumer behaviour and branding

Peter et al debated that if product involvement is high, people may experience stronger affective reaction such as emotions and stronger feelings.

Kotler pointed out that the consumer buying process is the sum total of alternative, purchase decision, and purchase evaluation. Teleological behaviourism helps to understand why consumers only consider only a few brands out of all the brands they can choose from when making a buying decision Foxall, Consumer tend to choose to buy the product by considering characteristics such as location, price assortment personnel, store image and service etc Boone and Kurtz, These tool drivers influence the perception of customer in term of the decision making.

Attitude is connected to behavioural intention and buying forecast Fishbein, But they evaluate that product at the time of purchase. In order words consumer may answer the question of which product to buy, or might as well form a purchase intention to buy the most preferred brand. Five-Stage Model of the buying process: The benefits of the long-term choice are always greater than the benefits of the short-term choice, to make a rational decision in which the total rewards obtained is the greatest is a matter bringing imagining the long-term rewards forward in time.

Teleological behaviourism also helps understanding why consumers change patterns and decide to buy another brand than they usually do.

Attitude influences each stage of the buying decision, as the simple assumption that attitudes causes behaviour to ignores other determinants such as personality traits, self-image, motives, behaviour and the social and physical setting in which the action occurs Foxall, Habitual Buying Behaviour Contrariwise, in this type of buying behaviour consumers have lesser levels of involvements.

Of which, as Foxall points out, directly relates to green consumer behaviour. Attitude is what we can feel about a concept that could be a person, a brand, a category, an ideology or other things we can think about and applying feeling into East, Many writers agree that attitude is an evaluation.

Foxall argues that just as in radical behaviourism and teleological behaviourism, the consumer tries to maximize the totality of reinforcement available to him, both informational as utilitarian reinforcement.

Consumer decisions making can sometimes be confusing and relate to many ideas and beliefs. The diagram below gives a brief explanation of consumer decision making process.

As mentioned in the cue utilisation theory, consumers try decrease risk by applying cues e. Cue utilization theory This phenomenon allowed consumer to judge the quality and multiplicity of different product when deciding what to purchase and how many. The physical action or behaviour of consumer and their buying decision every day can be measured directly by marketers Papanastassiu and Rouhani, Lastly, aversive consequences can be described as the costs of consuming; having to wait in line, not being able to buy alternative products, relinquishing money, etc.

Whether this factor will have damaging effects on Dixons will be analyse at the findings and analysis chapter below. Schiffman and Kanuk depicted that decision is the selection of an action from two or more alternative choices.

Write an essay about my hero page of what i want to do with my life essays personal essay on goals for life. However, this does not mean that consumers will always buy the cheapest product available.

So therefore, there are no potential differences between the different brands. This leads to the question why consumers apply this kind behaviour.

Especially, the assumption between people and rational in their behaviour by identified the behaviour that relating to price, consumer income, consumer taste, and quality of products.

It implies that consumer do not have to bother to retrieved information about the available products and brands in the market. The usual consumer strategy is to: Every step cause is wider than the previous one and therefore more embracing, making each cause more final Rachlin, The learning history refers to past experiences — both positive and negative — of the consumer.

This kind of buying behaviours demand consumer to highly involve within the process.

Literature review on effect of branding on consumer buying behaviour

The user and the purchaser can be different person, in some cases; another person may be an influencer providing recommendations for or against certain products without actually buying or using them Solomon ; Solomon et al. The learning history refers to past experiences — both positive and negative — of the consumer.

In some cases, consumers may be willing to accept high prices for electronically products if the quality of the product is perceived to be of high quality. On the other hand, the value emerges partly from what consumers perceive they are receiving and partly from what consumers perceived they are giving.

However, this does not mean that consumers will always buy the cheapest product available.

In order words consumer may answer the question of which product to buy, or might as well form a purchase intention to buy the most preferred brand.Literature review on effect of branding on consumer buying behaviour. Literature review on effect of branding on consumer buying behaviour.

But I'm proud to dress code essay introduction writing a good literature review for a dissertation lawsuit sexism discursive essay. A Brief Literature Review on Consumer Buying Behaviour Posted on March 5, by John Dudovskiy The topic of consumer behaviour is one of the massively studied topics by the researchers and marketers in the past and still being studied.

0 Down votes, mark as not useful. Literature Review Godrej. Uploaded by Archana Kalaiselvan. Factors Affecting Brands and Branding: a brief literature review Posted on January 25, by John Dudovskiy A wide range of factors have impact upon a brand than a business strategy and generally these factors can.

The Impact of Brand Image on Consumer Behavior: A Literature Review. A literature review - this study is likely to examine the impact of jobs teaching creative writing on the consumer buying behavior page 11 chapter- 2.

Similar to examine the study was to, research paper discusses relevant theories.

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Literature review on consumer behaviour and branding
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