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Impact of Branding and Advertising on Consumer Buying Behaviour

oleh Frederic Garside (2020-02-05)


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Introduction:

With the passage of time the importance of branding and advertising is increasing in Pakistan. Brand image is promise to his customer. For purchase decisions and product selection advertisement play vital role. People use branded products to show their status symbol. In present time to boost up any business branding and advertising plays crucial role. Teenagers are mostly effected by brand image and advertising of that brand. As branding is tool which positively effects the peoples buying behaviour and advertising act as driving force running these brands. Most of the peoples are conscious about branded fashion clothing. In Pakistan this trend is on its peak now a days. Business war is going on where every company is trying satisfied their customers and to generate more and more revenues.

Advertising is so effective in order to meet psyche of customers and consumers. To convey your message to audience advertisement is an effective way. This system always distributed products and services develop by Human society. In this modern world societys development is very complex due to availability of wide range of products available in the market. In order to understand the culture of this society, it is required to study the entire lifetime experiences since economic goods consumed because human involve in each activity of this economic system. Human behavior appears to be subsets of consumer behavior for the same factors, individuals are effected in their daily life, and purchase activities are also influenced due to different strategies by the firms. Social class, cast, family, creed and social control system of different societies means culture also effect consumer behaviour. Like in Islamabad the influences created by advertising is so much where most of the peoples are educated and belongs to almost financially healthiest families due to which maximum of them prefer branded products. The brands they used are well-known in all over the Pakistan and most of peoples according to research it is fined that the products which so much expensive they perceive them as good brands. The way different brands make their products famous is through advertising by using their famous brand ambassadors and different actors, models. Actually these members which are used for advertising are seen by peoples specially womens on daily bases in different television programs and dramas which effects ladies more for using branded products. Brand always and everywhere exist whether it is Islamabad or any far flung village, but in villages most of peoples are not financially well groomed they prefer cheaper brands. Like two brands of soaps exist Pakistan in which one is cheaper and other one is expensive so peoples belonging to different areas use brands according to their will and affordability the can do. In order to attract new customers and existing customers the marketers make their brands known by implement different strategies. To compete with competitors marketers use different ways to make their brand efficient for their customers means more than customers are expecting from that brand. Marketing mix is another challenge for todays scenario for 카지노사이트검증 allocation and distribution of their brand and create awareness through advertisement. As branded products need is increasing day by day, due to number of brands these days heir is tough competition in between them so most of the time customer switch from one brand to another brand, the main reason of switching from one brand to another are inconvenience, pricing factor of different brands, competition among brands, ethical problems, the response to the service failure, switching of customer involuntarily, the core failure of service. After getting some knowledge about brand according to the needs of customer, the customer think to purchase that product. After thinking customer comes to know about worries he have to face while purchasing that product these include failure frequency mean not able to access, secondly down time mean the availability of product not at time, last thing create worries for customer to purchase that product is out-of pocket cost issue which is understandable from name an issue of cost. The product can be marketed through two strategies, push strategies and pull strategies where push strategies involve sale force of manufacturer whereas pull strategies include promotion, advertising, and other forms of communication to persuade the customer behaviour.

Significance of the study:

The study will help specially for marketing any product. Actually this study enables that how much its important for any company to make their product to be considered as brand. Any brand originates when it fulfills the needs, wants and demands of any consumer. Brand is the image, idea of specific product which is used by customer, by identifying the logo, name and slogan. Whereas advertising invaded the knowledge about any specific brand, services by producers to its customers. After analyzing this research marketer will enable to understand that how much its important for any product to be known as good brand for todays customers of Pakistan. They come to understand that how advertisement create brand awareness in general public. Marketers also come to understand that where they have to position their brand and what kind of communication channels involve to advertise that product. The supplier also comes to understand that educated peoples preferred mostly branded products according to research of two well-known universities of Islamabad. Franchises for branded products must be opened for providing quality services to her customers. This is basically locational decision of business which involve regional shopping centers, strips of shopping, larger store within location, shopping centers for communities, and districts of central business.

Literature review:

Brand preference is symbol of name, term sign, or combination of them. Using branded products is the symbol of status these days. The brand means to apply marketing methods for a particular product or brand or series and managed summarized by Nepalia [1]. Brand loyalty enhanced in customers mind if the brand is managed efficiently. Sales of product increase due to promise of quality have been made for present time and future. The image of brand effect positively to customers whereas environment issues effect negatively the buying behaviour of customer. To measure purchase attention the quality of product is basic factor. This process makes continuous changes in product by increasing business portfolio day by day to make improvement and enhance performance of branded product to satisfy customer need. With time quality of product increase due to the competition in environment. Various brands are there now a days in market having different attributes and qualities. If the situation of any faults arises in brands they are improved by advertising and presenting new qualities of brands to audience which are customers.

The flaws and problems in brand can be improved by specifying and identifying the area of problems. Secondly make teams and allocate responsibilities to them to improve the quality of brand.

In order to attract the attitudes and behaviour of people positively toward product and attract them advertising is strong tool said by Niazi [2]. Environmental factors, emotional factors and purchasing attention of consumer have strong relationship. For testing other brands peoples change their brands because attention of purchasing changed due to change in income of peoples mentioned by Rasool et al. [3]. As branding and advertising is a tool to change the buying behaviour of customer. Male and females are equally influenced by advertising for brand choices. To collect data Questionnaire survey was used by using non probability convenient sampling technique.

Sample of 200 students is taken from two Universities of Islamabad. Two variables brand image and advertisement are used. Buying behaviour is directly proportional to branding and advertising. If the brand change buying behaviour also change similarly if advertising of product is conveyed well buying behaviour also increases. Hypothesis method is also used. The basic purpose is to find that peoples are effected by brand image and advertisement or not. According to Kotler for selling any brand marketer must keep one thing in a mind about customer satisfaction which is peoples disappointment or feeling of pleasure resulting from product perceived performance in relation to his or her expectations [4]. The firms needs to create customer relationship management by which customer individual information to maximize customer loyalty. The customer buying behaviour can be impressed by organization-wide approach of total quality management. The firms needs create customer base for improving values by increasing the longevity of brand, by terminating low profit customers and focus on high profit customers and by enhancing the growth potential of brand. The social classes comprises of different level of financially classified peoples perceived brands differently mean higher classes are conscious about brands whereas lower level classes are less conscious about brands. There are three kinds of buying situations of brands which are straight rebuy, modified rebuy and new task rebuy. Straight rebuys include routine reorders of branded products like photocopier paper. The modified rebuy brands are those which are purchase on the basis of modification of require aspects like desktop computers. New task buyers of brands are those which include purchasing of product for first time like buying newly branded watch. In order to allocate their product to customers the brand needs to be position first which is the act of designing company offerings to occupy distinctive place in the mind of targeted customers, by advertising the message of brand to their customers and consumer delivered in way that they become crazy and get interested to purchase that brand. There must be value proposition of brand like online service, free home deliver, buy one get one free etc., the firm needs to follow the differential strategies to compete with competitor. These differential strategies include focusing on product, personnel, channel, and image. Actually this will make the company to analyze that what kind of product they are offering and through which channel to their customer whether they are suppliers, advertisers and what effect that brand will have in personnels and what image about that brand customer will get. There is another issue that while bringing changes into new product the company dont create special changes between new product and already existing product so it difficult for consumer to understand changes made in new product so company needs to advertise in a manner so that customer get the changes made in new product. The branded product differentiate from others branded product on the basis of product form, features, performance, durability, reliability, reparability, style, design, ordering ease, deliver of product, installation, customer consulting and maintenance. Branded product should be presented and offered in a way so that consumer made changes of color, any special feature of that product according to their choices. The image of brand is that how people perceived that brand and brand needs to identify or position itself so that the image of brand positively perceived by customer. According to one of the well-known strategy of marketing branded products required modification through improvement in quality, improvement in features and style improvement. The sales volume of products must be increased so that in future company can make amendments in product by adding features into them without hesitation of losses previously. The sales volume of company can be increased by converting nonuser to user of that brand, by entering into new market segments, by attracting competitors customers, have consumers who use product on each and more occasions, have consumers use the product in new ways. The company can enhance its brand by online buying and selling of their brand which is much more convenient to use now a days. The role of brands are to identifying maker, simplifying product handling, organize accounting and offering of legal protection. The roles of brands also include the signifying the quality of brand, create barriers to entry, it serve as competitive advantage and secure price premium. The advantages of strong brands are that they improve he perception of product performance, greater loyalty, less vulnerability to competitive marketing actions, larger margin to other brands, consumer response is inelastic, Trade Corporation is greater, increase in effectiveness of marketing communications, and licensing opportunities which are possible e.g., ESPN and Apple are strong brands. Brand is also promise by the marketers vision that what brand must be and so for consumers. Driving forces of brands are brand elements, marketing activities with strong involvement of advertisement, and meaning transference. Brand elements involve brand name, URLs, elements, slogans, logo, symbols, and characters. Store atmosphere of branded products must have walls, lighting, signage, product placement, floors, music, surface space and electronic advertisement in the sore create attraction for customers.

Marketing communication of company is the direct or indirect way to persuade, inform and remind customer about brand they sell. There are different modes of communication advertising, sales promotion, events and experiences, public relation and publicity, direct marketing, interactive marketing, word of mouth marketing and personal selling but advertising is more effective. Advertising involve print and broadcast ads, brochures and booklets, videotapes, packaging inserts, logos, posters, billboards. Actually the need of brand advertisement objective is brand awareness, purchase intention, and category need, brand attitude. For communicating message through advertisement brand needs to create message strategy, the creativity in strategy and focus on message source and global adaptation. The decision making of any company play an influential role for marketing their brand. These logistic market decisions are that how the order will be handled by the supplier, the location of stock to make products available for customers, how much stock is held and how goods are shipped. The customer required product at time otherwise he moved for another brands product. The company can distributes its products for customers by fast and reliable transportation of products. The companys word of mouth marketing also helps it product to be successful in market. The word of mouth involve process is held by chat rooms, blogs and person-to-person. Pricing the branded product effects customer buying behaviour and ultimately the performance of company. The pricing mistakes which are made by company commonly are that the prices are settled according to industrial margin of that brand, revise the price according to market changes, failure to allocate prices according to product segment, channel of distribution and purchase occasion. There must be price cues like some discount and sales on that product. The company must increase prices steadily if the market situation changes. The consumer loyalty regarding any brand is effected by customer perceived value. Loyalty is basically is commitment re-patronize or rebuy the relevant brand and marketing efforts for causing the switching behaviour of customers from other brand to their brand.