2.2.5.3 Branding: Modern customer is very brand conscious. Branding is a process of stamping a product or a group of products or something else which the marketer offers, with some identifying name and mark or combination of both (Kotler, 2001). It creates individuality in the offering facilitating it to be easily distinguished and recognized in the market from rival offerings (Lamba, 2013).
2.2.6 Consumer Buying Behaviour:
Consumer behaviour is the activities people undertake when obtaining, consuming and disposing off products or services (Kotler, 2001). This definition means that before a consumer makes a purchase decision, he /she actually goes through a series of activities starting from searching of information about the products/ services,
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Agricultural marketing is an activity of buying and selling of agricultural produce (A. Mishra & Bhandari, 2013), it is a process, which consists of a supply chain such as land, labour, machines, men, transportation, advertising, processing and sales (Encyclopedia of Saskatchewan, n.d.); a trade which facilitate a farmer to think beyond survival and brings in revenue to the farmers by expanding and improving production and productivity (Adigal & Singh, 2015) and lastly it plays an important link between agricultural production and revenue generation in the farm sector (M. Roy, …show more content…
The study revealed that the highest marketing efficiency channel was found to be of Producer to Consumer (Dastagiri et al., 2013). In Trichur District- Kerala state three marketing channels were used to market pineapples which include:
Commission Agent
a. Producer-------------------------- WholesalerRetailerConsumer Or Co-operative Society Commission agent
b. Producer--Village Merchant----WholesalerRetailerConsumer Commission agent
c. ProducerProcessing factories
From the above channel levels, 74% of the respondents marketed their produce through Commission agent (K. Thomas & Mukundan,
Consumer behavior is the ways that consumers exhibit in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would (Ekström, 2003). Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
Costs .......................................................................................................................... 6 2.1. Macro and Micro Environment Factors Which Influence MTCC’s Marketing Decisions . 7 2.1.1. PESTEL Analysis ......................................................................................................... 7 2.1.2. Porters Five Force ......................................................................................................... 9 3.1.
Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts. Because brands distinguish the many product offerings in the marketplace, brands help consumers choose between product offerings. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue, and brand value is strengthened.
A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers. It all depends on the consumer for them to decide which strategy they will use. The different strategies are generic products, manufacturer’s brands, private brands, individual brands, family brands, and co-branding. The branding purposes and the branding strategy make up the importance of branding.
Armstrong, G, Adam, S, Denize, S, Kotler, P, 2010, Principles of Marketing 5th Edition, Pearson Australia Group, Frenchs Forest
Branding is the most important part of any business, large or small. An effective brand strategy gives a major edge in a competitive market. When a business puts a brand out their putting out a promise to their customers. They want the people to know that their brand is right for them and it differentiates from the competitors.
A. Consumer behavior comprises all the consumer decisions and activities connected with choosing, buying, using, and disposing of goods and services.
Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much more than just creating a way to identify a product or company. Branding is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, or symbol.
The term 'branding' in modern marketing is generally originated in the agricultural practices of the medieval age. The farmers 'branded' their animals with the iron and then they were able to identify to whom a particular animal belonged. Artisans 'branded' their products, for example, expensive silver tableware. Smiths 'branded' their swords. The role of the brand is to identify products by the same way as for medieval farmers and for modern corporations as well.
Product is the core of marketing, which including tangible goods like food or drinks or intangible services, as it is the major way to embody customers requirements; and, branding is directly associated with it. In fact, branding is all about decisio ns of products, like brand names or trademarks. Stork (2007) asserted that a brand is a unique business identity which represents the personality, quality or origin of products. And, such a product which added value by branding would appear in every activity of marketing, namely, branding is actually react on the whole marketing system directly and indirectly.
The concept of "agricultural value chain" (Ag VC) covers the full range of activities and participants involved in moving agricultural products from the farmer's field to the consumer's table. In order for a product to reach the consumer, there often are many processes or steps involved. Each step must have a direct link to the next in order to form a viable chain. At each node of this chain, some additional transformation and enhancement is made to the product. Hence, a VC is often defined as sequence of value adding activities, from production to consumption, through processing and commercialization.
Branding and marketing are both buzzwords that to the uninitiated seem interchangeable. After all, they’re both methods businesses can use to increase their profits and productivity. Despite this end goal, there are subtle differences in how and why the tactics are used.
The sales of fruits and vegetables require special marketing method because such produce have ripening and storage issues unlike grains. So, various marketing methods are required for quick and effective sale of such produces, through middleman or on-farm stall, or quick set up in the local market to get the produces. Many large cities often have a central produce market that takes in the fruits and vegetables and supplies them to the local supermarkets and restaurant so that they can be sold off quickly. The development of ripening technologies and refrigeration has reduced the problems with getting produce to market in good condition. The commercial agriculture has a six contains key