He also opined that some firms Like Coke for soft drinks, Nikkei for sports accessories, McDonald’s for burger which are famous in their respective fields, incur lots of money on advertisement to promote their rand name. The customers ask for these brands for the popularity of particular brand name and the company makes their sales increase. The following are further view of the author. The companies should introduce new varieties of products for attracting the various age group and different gender. Companies have to establish the link of their brand name with the customers through different sources of communication.
Because ultimately the customer is the only one who buy their products which helps the company to increase their market share as well as profit earning. There are various brands available in the market to become the most popular brand among the customers. The company needs to establish a good relationship with the customers. To establish a good relation with customers, company use the social networking sites platforms. The companies make their ‘accounts’ or make a ‘page’ on various social networking sites Like Backbone, Twitter and other social sites to make a link with the customers.
IMPLICATION If companies would have to spend so much on advertisement like those mentioned above, it might deplete the firm’s capital base, all in the name of sustaining the firms rand in the market. It is good to maintain good and cordial relationship with customers In order to enjoy customer loyalty, but not when the medium is not one conversant of the latest platform to keep up with customers. Backbone Is gradually fading out. SUMMARY The study effectively espouse the influence of branding on consumer buying decision as it identifies the unity gritty of a strong brand.
Evaluation of Socio-cultural Factors Influencing Consumer Buying Behavior of Clothes in Born State, Nigeria. Lawn A. Lawn, Raman Azans Department of Marketing, Raman Polytechnic, P. M. B 1070, The consumer is governed by social and cultural norms which the society has and in which he is living. Man is primarily seen as a social animal conforming to the general forms and norms of the culture surrounding him and to the more specific standards of the sub-culture to which his life is bound.
Thus, man’s attitudes and behavior are influenced by several levels of society’s culture, subculture, and other factors like social classes, reference groups and family. The challenge to marketers is to determine which of these social levels are most important in influencing the demand for his product. The African society is predominantly one that place more importance on its culture which is somewhat regarded as the total way of life of a group of people. From the foregoing, any business outfit that hopes to maximize profit in a typical Nigerian society, should carefully study the socio-cultural factors of her prospective customers.
AUTHOR’S ARGUMENT The author’s finding shows that consumers’ awareness were mostly influenced by income and the society (opinion leaders, gate keepers, friends, family,). This was however, This result agrees with Kettle, (2000), that people rely heavily on opinion adders and gate keepers in the society for information on new product innovation even after exposure to advertisement. The author, further argues that quality was the main clothes evaluation (choice) criteria and most consumers patronized native clothes.
This is in line with theoretical economics as reported by Coffman and Kane (1997) that consumers, especially low income earners are always economical in their purchase decision and always consider functional (quality) aspect of a product in order to make a purchase that is not Just satisfactory but a perfect one (maximum value for money) IMPLICATIONS The consumer’s buying behavior on fashion, is largely affected by the following socio- cultural factors: Norms Family size Education Lifestyle Age Religion Festivities Custom Dress code etc.
SUMMARY It is however recommended for marketing managers to adopt market segmentation strategy and segment their clothes markets on the bases of demographic variables such as age, income, and gender since they were all found to have great degree of influences on clothes buying decisions. Determinants of consumers’ Preference for Safe Chicken Consumption in Imo State, Nigeria Named Kampuchea Rimier University of Abidjan, Oho State, Nigeria Food safety embodies high quality food free from pathogenic contaminants (Alley et. Al. 2008) and food becomes unsafe when its value in terms of color, taste and appearance depreciates or it becomes unfit for consumption. Lack of safety in food can be traced to the production or distribution/handling processes of the food. Considering the typical Nigerian environment with its various demographics, where food security has become a mirage in various households. Despite the fact that the National Agency for Food and Drug Administration and Control (NEVADA) has homophone the campaign against food insecurity and challenges that comes with it, some factors still militate against securing a standard food atmosphere.
Gainfully (2007), opined that most developing nations like Nigeria have a high percentage of consumption of sub-standard food. The growing concern of food poising occurring as a result eating out or at home results from poor handling (Newfound, 2004), lack of cleanliness and inadequate temperature control (FSP,2008). The consumption of chicken has a far reaching effects on the life of consumers as eruption of various diseases are making way into the nation.
ORATORS ARGUMENT From the foregoing, the author considers the following basic argument in relation to what determines consumer’s preference for safe chicken consumption in Imo state, Nigeria. The technological enhancement of the commercial chicken sales unit in the state must emphasis on the acquisition of storage facilities such as refrigerators and oven to preserve the product at all times Consumers’ protection council must insist on daily routine check on production history, food pedigree and labels to ensure that the standard stipulated for commercial operation is meet in the market.
Consumers should follow the NEVADA approved list of producers’ strictly to enhance their safety. IMPLICATION Unfortunately the author did not mention the issue of re-orientation of the consumers themselves by the National Agency for Food and Drug Administration and Control (NEVADA), in order to foster a safe environment. A fantastic opinion of the author suggest that there should be insurance policy on consumer’s safety so that consumers can be indemnified in case of any crisis from unsafe product obtained from the market.
However, we should not overlook the average Nigerian culture awards insurance policy biz-a-biz the marketers of chicken products. The safety standard put together by NEVADA is not made available to producers, even where it is, there is need to work on corruption in the system. Steve Hoofer and Kevin Lane Keller Strong brands are thought to have a memory encoding and storage advantage over unknown brands in building awareness and image. Johnson and Russo assert that consumers familiar with a brand have better encoding ability and better-developed procedural knowledge.
One way to think about how a strong brand could have an s entering a new product category for the first time. In the information gathering stage, a new consumer may pay more attention to, and learn more about, a brand with which they are familiar. While interpreting and evaluating information, brand knowledge in many cases could have both ‘direct’ and ‘indirect’ effects ? brand- related information could be input directly into the decision process or may influence impressions of other information that is input into the decision process in various ways.
A brand’s strength will be completely employed during the choice process if a ewe consumer skips a thorough examination and simply relies on brand name familiarity as a choice heuristic. Author’s argument The author did a good Job by identifying some certain parameters in building a strong brand, which includes: Identifying the difference in consumer behavior Attention and learning Choice I. E. Most frequently cited advantage for strong brands at the choice stage is the notion of brand recognition or familiarity as a choice heuristic. Odds, W. B. ,Monroe, K. B. ND Grew, D. (1991) Product related marketing activities Price related marketing activities Communications related activities I. . Advertising, consumer and trade promotions, public relations and event sponsorship, personal selling etc. Channels related marketing activity: this involves Distribution activities are those designed to manage the channel structure. In short, brand advantages can be manifested in many different ways. Moreover, the more difficult the situation that consumers face, the more likely it is that these brand advantages will be evident.
At the same time, lesser-known brands do have several of their own advantages, although primarily these reflect the fact that these types of brand have much ‘room for improvement. ‘ Influence of Brands on Female Consumer” s Buying Behavior in Pakistan Harem Zebu, Kasbah Rakish, and M. Bill Saved Background Pakistan has successful growing economy and the textile industry of the country has advanced. Tremendously in the recent years. The increasing use of fashion clothing and the emerging market has intrigued foreign as well as local brands to provide services to its customers.
Fashion branding could be defined as a broadly based behavioral observable fact evidenced in a diversity of material and non- material contexts. It could be generalized both as an object and as a behavioral process. Viral, A. A. (2009). Brand name: It shows the source of the product and help aware consumers to differentiate the product from its competitors. The core base of naming a brand is that it is unique; can be easily discriminated from other names; easy to remember and is eye-catching to customers. Keller, K. L (2004). s demographics and behavioral variables in an attempt to understand peoples” wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Author’s line of argument Sale is the important influence as it plays an important role to change consumer”s attitude and perception, clothing brands can use sales promotions to bring brand in decision phase from consumers holding state. Magazines compared to other media vehicles can provide better results to marketers to increase sale.
Also the use of celebrities will multiply the results. Positioning of brands based on self-image and trust, reliable, perfect and friendly, emotional and creative personality traits automatically attract the extrovert female consumers to show their reliable characteristics (self-image). So it is important for marketing managers to position their brand accordingly. LIMITATIONS OF THIS STUDY The study is conducted at primary stage of branded clothing adoption and the results cannot be generalized.
The study used females of age group 20-35 as a sample however females may act differently if the age group is increased. Consequently, these two issues limit the researcher to know the effect of this research in the whole society because findings based on this study are not applicable to society as this research is truly based on sample from only four cities. Besides, this study used fashion clothing as the focal object for theory testing. Consumers may behave differently when responding to other product categories.
Therefore, future research could consider these aspects to include male consumer samples, and/ or applications to other different product categories. Effects of advertising on consumer preference for telecommunication firms in Nigeria Jennie Oblation Department of mass communication, the polytechnic Abidjan, Nigeria Kettle (1988) sees advertising as one of the four major tools companies use to direct persuasive communications to target buyers and public noting that “it consists of non-personal forms of communication conducted through paid media under clear pensioners”.
According to him, the purpose of advertising is to enhance potential buyers’ responses to the organization and its offering, emphasizing that “it seeks to do this providing information, by channeling desire, and by supplying reasons for preferring a particular organization’s offer. Cotton’s (1991) assumed that advertising enhances consumers’ willingness to pay by changing their quality perceptions.
Firm’s preference does exist in the telecoms industry. Many consumers do not subscribe to whatever is available or affordable if a product is good value for its price, it will command brand loyalty. However, advertising helps in projecting product quality and value before the consumers. This is what is applicable to MAT presently. Advertising has a major influence on consumers’ preference for MAT and it has, in no small measure, contributed to its success. The same thing goes for its availability.
To this end, management is advised to carry out the following: (I) Research continuously into quality improvement that will make consumers enjoy good value for money paid to subscribe the brand. Develop more effective advertising campaign that attracts consumer’s attention and capture their interest. At this stage the company’s advertising messages should both be persuasive and reminder-oriented. The messages must be strong and appealing enough to persuade and build brand preferences, encourage switching to the company’s service by changing the perception of the consumers of rival telecoms rims.
Measure Housecleaned Shari Faculty member of Business Management Department, Lazar University, IRAN The corporate brand contributes not only to customer-based images of the organization but to the images formed and held by all its stakeholders which are include employees, customers, investors, suppliers, partners,regulators, special interests and local communities (Hatch and Schultz, 2001, 2008).
An important strategic decision is to build and maintain a favorable and strong brand (Sadler, 003), which in turn will create a desirable external image for the company. The decision to apply a corporate brand, more generally called an organization brand (Asker, 2004), must be made very carefully because the corporate brand is the communications. Consumers’ perspective of the brand is transferred to other products that are marketed with the parent brand or corporate brand.
The corporate brand is a valuable asset that encompasses the vision, core values, image and actions of the corporation. The corporate brand increases its profitability and sales, reduces its costs and creates a unique position in the marketplace if it s based on a well-run promotion campaign following an effective corporate branding strategy (Hatch and Schultz, 2001; Asker, 2004). To assess the effectiveness of corporate branding strategy, this author proposes three dimensions that can help the head office understand and manage their corporate brand effectively by evaluating them.