Imprinting in their minds what your brand is and what it stands for can increase sales, particularly in areas where few obvious differences are apparent among competitors. Studies Consumers employ heuristics to make their purchasing decisions, using mental shortcuts to streamline the process and avoid being paralyzed by the number of available options or the need for constant comparisons among competitors. Multiple studies have shown that brand awareness is a prevalent choice tactic for consumers inexperienced in buying a product.
Consumer wants, learning, motives etc. Opinion leaders-- Spokespeople etc. Marketers try to attract opinion leaders People have many roles. Individuals role are continuing to change therefore marketers must continue to update information.
Family is the most basic group a person belongs to. The Family life cycle: Two Income Marriages Are Now the Norm Because 2 income families are becoming more common, the decision maker within the family unit is changing Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members.
Families, friends, sororities, civic and professional organizations. Any group that has a positive or negative influence on a persons attitude and behavior.
Membership groups belong to Affinity marketing is focused on the desires of consumers that belong to reference groups. Marketers get the groups to approve the product and communicate that approval to its members.
Aspiration groups want to belong to Disassociate groups do not want to belong to Honda, tries to disassociate from the "biker" group. Social Class-- an open group of individuals who have similar social rank. US is not a classless society. US criteria; occupation, education, income, wealth, race, ethnic groups and possessions.
Social class influences many aspects of our lives.
IE upper middle class Americans prefer luxury cars Mercedes. Lower class people tend to stay close to home when shopping, do not engage in much prepurchase information gathering. Stores project definite class images.
Family, reference groups and social classes are all social influences on consumer behavior. All operate within a larger culture. Culture and Sub-culture-- Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation.
Culture also determines what is acceptable with product advertising. Culture determines what people wear, eat, reside and travel.
Cultural values in the US are good health, education, individualism and freedom. In american culture time scarcity is a growing problem. IE change in meals. Big impact on international marketing. Will British warm up to iced tea? Tea is a part of the British culture, hot with milk.Brand awareness is a key component of marketing efforts, as harried consumers overwhelmed by the amount of commercial messaging they see or hear use mental shortcuts to make their decision.
3 And if I go and prepare a place for you, I will come again, and receive you unto myself; that where I am, there ye may be also. 4 And whither I go ye know, and the way ye know.
5 Thomas saith unto him, Lord, we know not whither thou goest; and how can we know the way? 6 Jesus saith unto him, I am. The study examined the effect of branding on consumer buying behaviour among Textile Ghana Fabric (formally known as Ghana Textile Prints) users in the Ho municipality.
Three aspects of brand equity, notably brand awareness, brand loyalty and brand image were all addressed with other factors that affect the buying behaviour of consumers. conducted to find out the consumer‟s buying behavior towards branded apparels over non-branded apparels in this city.
The purpose is also to study how consumer behavior for apparel is influenced by styling, durability, quality fabrics, and consistent fit. To the consumer, a brand name represents familiarity, consistency, and confidence in. The project title “Consumer Buying Behaviour Regarding Branded Fabrics (With special reference to JCT Wardrobe)” is detailed study undertaken to have basic understanding of each and every department in the organization so that it will help me to work effectively and efficiently while performing various functions in the Marketing department.
INFLUENCE OF ADVERTISING ON CONSUMER BUYING BEHAVIOR WITH SPECIAL REFERENCE TO BRANDED APPAREL MS PRABHDEEP KAUR KALEKA fabrics. INTRODUCTION The Indian textile and apparel industry is diversified and has the capacity to provide a wide variety of x To study the factor which influence the buying behavior for branded apparels.