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Buyer behaviour

 

            
            
             Brand personality is an attractive and appealing concept in the marketing of today. (2001) stated that customer's personality has influences on various aspects of consumer behavior. For this reason, many companies are trying to get targeted customer's attention by creating a distinctive brand image for their product. In the United States, promotion of General Motors' Chevrolet truck emphasized the image of "Like a rock", and that of Canon's EOS Rebel X camera emphasized the image of independence, dynamism, and brilliance through the tennis player, Andre Agassi. These kinds of human characteristics associated with a brand are call "brand personality". Many researchers pointed out that the important of brand personality is building competitive advantage and brand loyalty (Rise & Trout, 1986). "Brand personality is interfered by the set of human characteristics typical of the user of the brand, or the brand's endorsers. The trait of people associated with the brand are transferred to the brand" (Schiffman et al. 2001, p. 130). .
             1.2 Objectives of the Study.
             The purpose of this report is to discuss on the concept of brand personality and its influence on consumer's behaviour from both theoretical and practical perspectives. .
             1.3 Scope of the Study.
             This report covers three areas relating to the concept of brand personality. First, it begins with the review of literatures based on both different and similar viewpoints relating to brand personality. The second section is an application of the personality theory, based upon Freudian personality theory, on the marketing area. This section will discuss how advertising uses the personality concept to create brand personality. Lastly, there is a practical media illustration of personality theory that this done by a practical exercise from the three participants. .
             2.0 Analysis.
             2.1 Literature Review Based On Brand Personality .
             Kim, Han & Park (2001) stated that brand personality relates a customer's characteristics with various aspects of consumer behavior and brand loyalty.


Essays Related to Buyer behaviour

1. Buyer Behaviour

Buyer Behaviour Buyer Behaviour- Allegiance Corporation 1. Using your knowledge of organisational buyer behaviour, discuss why you might choose to go with Allegiance from the perspective of a potential customer. ... Organisational buying behaviour is in many ways very different to consumer behaviour in the market place, though we can still apply certain theories and models relating to this. ... Other theorist's Webster & Wind (1972) have commented that interaction with others and the environment has a large impact on the buyer behaviour and whom they may decide when ...

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2. Consumer behaviour

Their starting point is the model of buyer behaviour. ... Marketers must determine what is in the buyer's black box. ... First, a buyer's characteristics influence how he or she perceive and react to the stimuli. Second, the buyer's decision process itself affects outcomes. ... We examine the role played by the buyers" culture, subculture, and social class. ...

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3. Understanding the buyer behavior of organic food consumers a

Understanding the buyer behavior of organic food consumers and behavioral segmentation of potential buyers NAME: Institute: Jamnalal Bajaj Institute of Management Studies (JBIMS) Mumbai Specialization: Marketing Understanding the buyer behavior of organic food consumers and behavioral segmentation of potential buyers Executive summary 1.0 Definition of organic foods Organic foods are minimally processed to maintain the integrity of the foods without artificial ingredients, preservatives or irradiation 2.0 Analysis of buyer behavior Analysis of buyer beh...

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4. Family Influence Consumer Behaviour

The family members can strongly influence buyer behavior. It can be distinguished between two families in the buyer's life. One is the buyer's parents who make up the family of orientation. ... The other is the family of procreation-the buyer's spouse and children-exert a more direct influence on everyday buying behavior. ... Family members may be involved in real estate decision making as gatekeepers, influencers, deciders, buyers, users, and maintainers. ...

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5. Consumer behavior

Their starting point is the model of buyer behaviour. ... Marketers must determine what is in the buyer's black box. ... First, a buyer's characteristics influence how he or she perceive and react to the stimuli. Second, the buyer's decision process itself affects outcomes. ... We examine the role played by the buyers" culture, subculture, and social class. ...

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6. Marketing- Measuring & Forcasting Demand

A market is the group of buyers. 2. ... The market build-up method calls for identifying how many potential buyers there are in each market and estimating the size of their potential purchases. 5. ... A survey of buyers" intentions simply asks buyers what they plan to do. 3. ... By studying past behaviour. 8. The key methods for forecasting based on past behaviour are time series analysis, studying leading indicators and statistical demand analysis. 9. ...

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7. Do Global Brands Work in business-to-Business Environment?

It is not uncommon that a supplier is talked about by buyers as a brand. ... They can also reassure customers, attract repeat buyers and loyal customers. ... Organisational Buying Behaviour Branding in business-to-business markets was considered to be inappropriate as the business buying was considered to be more rational than emotive. However, Robinson et al (1995) argued against this assumption and a few articles that describe the differences between organisational and consumer buying behaviour raised the question: is organisational buying behaviour is really that different form consum...

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8. Buyer Behaviour

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  • Word Count: 3369
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9. Organisations and Behaviour

He believed employees' behaviour should be controlled through rules and they should be predictable, through the use of time and motion Characteristics of Bureaucracy A set of official positions for the purpose of carrying out given organizational tasks, to be governed by a set of rules and procedures. ... Instead of bureaucracies focusing on the aims and purposes of the organization, they can become wrapped up in procedures and paperwork Impersonal relations can lead to a stereotyped behaviour and a lack of responsiveness to individual incidents or problems Initiative may be st...

  • Word Count: 2590
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