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Online versus face to face communication
Effect of brand on consumer behavior
The impact of branding on consumer behaviour
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Article: The impact of e-mail marketing on brand loyalty.
Authors: Marko Merisavo and Mika Raulas
This paper discusses the on the real life case in which a leading cosmetic brand company had sent permission based e-mails to their customers on a regular basis for over a year. The main aim of this research was to identify how marketers can use e-mails to enhance brand loyalty. Marketers use various techniques to identify the customers to attract and inform them about the brand. CRM and direct marketing relationship suggests that regular contact with customers can enhance customer loyalty. Communication and consumer behaviour theories suggests that when consumers have more preference for a brand they are keener on acquiring knowledge on the product.
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According to Degado and Aleman, (2001, European journal of marketing), brand trust includes brand reliability and brand intention. Bran reliably represents consumer belief that brand will deliver the value it promises, and brand intent refers to the temperament of the brand to put the consumer’s interest as the primary consideration. Growing researches about e commerce has noted the influence of web environment on trust and purchasing decision. This article regards brand affect as positive emotions and effective commitment which associates with brand feeling and concept of emotional bonding. Researchers have conducted various studies in order to understand the dominant factors that best fits with the selection of brand by the consumer and how the e-environment and its features effect the loyalty of customers and brand. Study states that privacy and security are highly correlated (Ha, H. Y., 2004 Factors influencing consumer perception of brand trust online “journal of product and brand management”, )as the consumers have to give their personal information, open online accounts, give their bank details, etc. they are worried that their transactions can be traced by other user and online viruses could affect their transaction. Researchers than framed hypothesis on brand and e- environment to find the relationship between the brand and online portals or website. Outcome was that he brand
This is because for example, if you buy a designer watch on an e-commerce site, you don’t know 100% if it’s original or not, which is why some customers don’t trust e-commerce sites. Also some customers have trust issues with e-commerce businesses because they think their personal details are not private. Customers also have issues when e-commerce sites personalise their usage of sites, by recommended other products, centred on what they purchased or searched for before.
However, the marketer must act like an integrator where they must produce technical capability with the market requirements and the marketer should be invented to bring the consumer into organisations. Furthermore, the consumers associate with the firms as members for the reworking and expansion of commodities. Therefore, the associations are measured as the important point for the source of consumer choice and firm variation. It is noted that the relationship promotion comprises in using the one-on-one communication in order to getting the loyalty of clients. These relations might be simply enhanced in the organisations if the promotion is part of everyone's work picture that is beginning from receptionist to board of directors (Basole & Rouse,
One of the aspects that make consumer not to trust website is unauthorised access to products and services that they buy online. It is true that some of online retailers can use customer information whatever they want without getting permission from customers for example sends information to another vendor. Luhmann has suggest that if we want to reduce the complexity of human conduct to build good relationship with consumers by introducing ‘trust’ (Luhmann, 1989)
In today’s business brand image plays an important role to market the brand. Now whenever a consumer buy a brand he always observe its image. The brand image is force which is at top of the mind and then consumer likes to buy that brand. Before buying any brand consumer are countered by many psychological situation than they select the brand according to that situation, every brand has different image in consumer mind. Brand A has good image in one consumer mind but on other hand the brand A does not create well image on other consumer it effect the behavior of every individual. The purpose of the study is to inspect the effect of brand image on consumer behavior among the people of Karachi. We will find out that the brand image has
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
The research study focussed on analysing the customer perception of Titan SKINN. The research gives us an insight into what the customer percieves of the new brand, based on this the company can formulate strategies that can be adopted by them to build higher brand loyalty.There were various dimensions that were analysed,brand satisfaction and brand image, when have a relationships amongst each other within the minds of the customers form either a positive or a negative perception for the brand. The correlation was conducted between these dimensions for Titan SKINN. It was found out that there is a positive correlation between the dimensions. Each of the 2 dimension, is positively correlated
In today’s world, a Smartphone has become essential part of daily life. There was a time when transactions happened through barter system. Thereafter was the emergence of notes and coins. And presently, the world is moving towards the “Digital Wallet”. Due to technology, mobile users can use their Smartphone to make money transactions or payments by using applications installed in their phone. Digital wallet system is an essential part of electronic commerce. E-commerce provides the capability of trading on the internet. A digital wallet is a virtual service used as a substitute for physical cash. The present study tries to study the various factors that can affect a consumer’s
In today 's business environment, it is very important to understand the consumer 's behaviour as it shapes the market trends. They are well aware, more educated, and more serious in demanding for product and services that they require and they are well aware of the technology and comparing the products. It is imperative for the organisation to understand and share their internal customer knowledge and then combine it with new information about their customers in order to compete in the market and to achieve the future success. The basic three steps in marketing process is to understand the market place, designing marketing strategy in order to customer driven and making up marketing program, which leads to the forth and most important step, is to build a profitable customer relationships, ( kotler & Armstrong, 2006). In order to establish such relationship it is most important to understand Customer relationship management (CRM) which is concept of modern marketing reforms. Kotler 2006, customer relationship management is the overall process of building and maintaining
The review of relevant literature is to identify what's brand awareness and how to carry out in strategic marketing, and consumers' behavior. The study prove that the significant factors on brand awareness as a perception of product, service, and image of the company and has a tremendous effect on consumers’ evaluation of system results. From reading all of the relevant journals, it is understandable that the significant factors on building a successful brand image and awareness is consumers and their relationship with the brand, company, service and the product. Brand awareness is the vital importance to marketing strategy and marketing communications because it links customer behavior to firms’ financial metric. Keller (2001), noted, customers’ reaction toward brand awareness is associated profitably brand equity.
The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make informed decisions. This paper will discuss the argument that marketing should reflect the needs and wants of consumers rather than shaping these attributes. Due to the speed and ease of obtaining information, consumers do not take at face value strong marketing efforts that appear to be overly aggressive and push a brand rather than just being informative. Brand managers have to be aware of these changing dynamics and carefully craft brand management practices to meet the demands of consumers.
The three concepts, consumer, customer and client, have been identified in referring to the target market of any firm. No precise differentiation between the concepts of consumer and customer has been made (Gray 2007:66). Many authors use the concepts consumer and customer interchangeably without offering an explanation why one concept is preferred to the other in a particular context. Additionally, the concepts customer and client are used interchangeably by some authors. It is important to note that relationship marketing is a widely used concept of Relationship marketing does not only refer to the management of the relationships a producer and/or marketer of physical products have with customers, but is also applicable to the management of a service firm’s relationships with its clients. In addition, customer retention refers to the fact that firms, including firms providing physical products and firms providing services, maintain their existing consumers. Therefore, for the purpose or this study, the and particularly banking services, are referred to in broader or more global terms. Secondly, the narrower concept customer refers to a person who purchases a particular physical product, and therefore this concept will not be used in this study focusing on banking services. Thirdly, a client refers to a person making use of a
The Information revolution is changing our daily lives. With the rapid development of computer and internet, online commerce become quite common and plays an important role in the modern world. The online business has booming development in these few years. US online retail sales raised an average of 11% in the first three months of 2009 (“US Online Sales Up,” 2009). The growth of online sales may due to the growing number of consumers who shop online. In the case of Asia, survey reported 77.6% of Internet users have online shopping experiences in 2003 (as cited in To, Liao & Lin, 2007). Online shopping is very different from traditional shopping. Consumers cannot touch and check the product before purchasing it, which means they are at higher risk of fraud than traditional shopping. Consumers also have other concerns such as credit cards security of online shopping. Then questions should be raised: what is the advantage of online shopping? Why people shop online? In following paragraphs, the advantage of online shopping for the consumer and consumer’s motivation to shop online will be reviewed and discussed.
Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. In fact, various people have different ideas on marketing and branding. For most of people, or customers, the two are normally combined in their minds or even equal to each other. For example, people could raise Apple as the answer for both questions of "what is good branding" and "what is successful marketing". In fact, they are two separate topics on academic, and branding is just one of the numerous marketing activities apparently. However, the perception of consumers might be a good guide to answer the question.
Now a days the world truth has become to be more vigilant and more attractive to something stimulating anything which shows them their status or personality or morals. Towards get perceived individual choose that brand which they think that more comfortable with it. The efforts which marketing manager stood and building a decent attempt to accomplish and they have succeeded in a few courses by carrying quality to satisfy their need. By taking this step many companies are on offering promotions of their products and goods to create brand loyalty. An arrangement of brand brand property and liabilities joined to a brand , its name and quality that upgrade or take away from the quality gave by a thing or organization to a firm
Brand offers superior quality of the service to the customer’s expectation and satisfaction. Furthermore, people are much attached to the branded products, as majority of the people purchase the branded products with the belief that brands show their status and life style in the society. And also because they believe that they are purchasing quality when purchasing branded product. As duration of stay creates impact of brand on consumer behaviour, so verification of brand image, brand loyalty and personality should be considered as the significant factors in this regard. It can also be said that there is need to improve the product of a particular brand so that the impact of brand on consumer behaviour is more effective in comparison to the existing scenario. The study also reflects that the product features are very essential for consumers. Advertising plays a very important role in achieving growth for any product or brand. The right media for advertising products and services should be chosen to gain customer attention.