Professional Documents
Culture Documents
1.0 Introduction:
The overall business objective all over world is the creating and maintaining competitive
advantage over competitors and sustaining the advantages for longer period of time. Extensive
research of emotions and realities of consumers life in short consumers behavior is the key for
the successful branding strategies. Consumers purchasing behavior must be analyzed
meticulously to find out the key lever that will lead us to make consumers satisfied and to
develop high brand royalty.
One of the old concepts of business literature is branding and consumers behavior. However the
business scholars recently noticed the influence of these concepts on each other in the real
market setting are remarkably high.
Usefulness: Adding useful insight to the crib of human knowledge is the main objective of a
research. An idle research topic must be useful, relevant and practical and also is drive for
solving practical problem.
Research Feasibility: There must have feasibility of the proposed research project. There must
have full prospect to complete the research otherwise the invested efforts of researcher will be
void and valueless. A topic must be selected by a researcher that is executable and availability of
data.
According to the Wreden (2005), Cash flow can be generated and strengthened by firms having
the attractive brand equity. For example, the two renowned firms, Adidas and Reebok
amalgamated in the 2005. After the merger, they capture more market share of total market share
and also challenge the competitors such as Nike. Maintaining existing market share of total
market share becomes difficult for the Nike. The investors were attracted by the merger of two
big corporations for the hope of growth potential and future return and they are persuaded to
proud of having the share of big corporation. The brand name of the products is considered
equally with the promotional activities and advertisement by the customers in the real world. The
brand equity has broad concept.
The consumers overawed the sequential ladders in their purchasing of goods or services:
Stage One- Need Recognition: Solomon (2006) indicated the need recognition that the efficacy
consequential in customers consumption will be surged through exploring minute sense of
individual dispossession. Organizations identify the discontented need of customers through the
need recognition procedures and offer accordingly (Levy and Weitz, 1992). There are two forms
of individuals needs such as functional needs and emotional needs (Parsons and Madaran, 2009).
State two- Information Search: The necessary related information of expected product or service
is hunted by the customer after the need recognition. According to the Kotler & Keller (2005),
every customer has their own process of finding information about realizing their need.
Stage three- Pre purchase evaluation: different products and services are compared and evaluated
by customers before taking purchase decision. According to the Kolter (2005), the extra amount
may willingly be paid by customers to consume the variables that satisfy them. There are some
of the variables such as products quality, products size, products prize, products packaging
etc. that are stable in consumers consideration list.
Stage four- Purchase Decision: The products and services offering from diverse stores are
assessed by the customers even though determining about purchasing. The customers will review
the choice of seller and store from where they would like to purchase (Blackwell et al., 2006).
The impression of customers may be triggered by the competency of sale people and their
elegance and convincing capacity. The customers purchasing decisions (where and what
products) are based on these variable.
Stage five and Six- Purchase and Purchase Evaluation: The last step of purchasing process is the
measurement of the product or services to be consumed by customers. The degree of consumers
satisfaction or dissatisfactions is calculated in the level. According to the Park & Kim (2003), the
worth of a product or service offered to the customers is evaluated by the level of customer
satisfaction. The high level of customers satisfaction indicates the better products having
superior quality to the customers and vice versa. After the purchased products or service have
been consumed by customers, the process of re-marketing is begun by the firms. The
fundamental phase for any organization is the purchase and purchase evaluations because the
new value proposals and offerings are designed in according with the consumers preference. It
is a continuous process (Rayport and Jaworski, 2003).
As opposed to the EDA techniques, classical statistical techniques are discussed in this section.
Both EDA and classical statistics can be used in complementary fashion and both of them are not
mutually exclusive. If the graphical analysis does not match the conclusion provided by the
classical methods, then efforts will be given to explain this discrepancy. This aberration often
indicates the violation of some of the assumptions of the classical techniques.
3.1.2 Interval Estimates
Estimation of parameters from sample research data is a common thing in statistics. In statistics,
all possible data is used to determine population parameter or the exact value of the parameter.
On the other hand, a point estimate or a sample estimate is determined by using the sample data.
3.1.3 Hypothesis Tests
Uncertainty of the sample estimate is also addressed by hypothesis tests. A hypothesis test tries
to disprove a claim about a population parameter on the basis of sample data instead of
presenting an interval.
Grounded theory is probably the most well-known approach. Grounded theory has conceptual
orientation to symbolic interactionism (Blumer, 1969). Symbolic interactionism assumes that
humans are more likely to act rather respond to situations. Every human action has purpose; it is
based on certain meaning apparent to that person only (Nusbaum and Chenitz, 1990). Thus data
for the research are required to be collected through a variety of methods such as observation and
interview.
Text, in this method, is broken down into small units. Then it is evaluated through developing
further analysis process. However, breaking text into small units reduces meaning of the original
text radically (Kracauer, 1953). According to Kracauer (1953), this limitation can be overcome
through quantitative content analysis. Content analysis keeps meaning and insights, while
extracts data more rigorously. In the view of Altheide (1996), a new form of qualitative data
analysis procedure was developed and it is also known as the ethnographic content analysis.
3.2.3 Narrative analysis:
Story telling is a common communication technique used by human beings (White 1981).
Identity, relationships, and emotions of the people can be expressed through story telling.
The straightforward experiment is the base of experimental method. It also involves with the
standard practice of manipulating quantitative and independent variables. The manipulative
quantitative and independent variables generate statistically analyzable data. The ratio or interval
is used as a standard of system of scientific measurement. The experimental method is
considered as true scientific method because it meets all the criteria of true science. Either the
null or alternative hypothesis is accepted by the researchers. The information generated through
using statistical method is applied for testing hypothesis. The statistical information shows the
transparent and clear picture of the hypothesis. The rigorous design and great deal of expenses
along with larger experiment are required by this nature of research. The behavior is affected for
the escalating from own natural environment is one of the problem. The experimental research
is too accurate is argued by the researchers. It requires high costs and time and in some field, it
is not possible conducting experimental research such as ethical considerations. A good example
of experimental research is the Tuskegee Syphilis Study. The study, fixated on result, failed to
count the moral consideration. There are many fields of study where researchers cannot apply the
experimental method for its nature. They need other types of research.
4.1.2 Opinion Based Research Methods
collection and design of qualitative data are involved in the opinion based research method. The
arbitrary or ordinal or interval type is used in this research category. Questionnaires are making
use of collecting information from the sample group survey and testing emotion and preferences
and convert information into quantitative forms. This method asks for least costs and time. The
method also gives an element of scale to opinion and emotions. A direction of measuring
intensity is gotten from the opinion research though the figures are subjective. The other way of
performing this kind of research is quantifying the information. The researcher develops
numerical scales for the extent of behavior. The examples of opinion based researches are
Bandura Bobo Doll experiment and Asch Experiment. Emotion and behavior are measured in the
opinion research experiment because the variables are difficult to define. This types of research
is not too accurate like experimental research and it may falsify by other opinion research.
4.1.3 Observational Research Methods
A different kind of research method is the observational research method. The researchers
observe the phenomenon with little or no interfering. The experimental research and the
observational research (such as case study) are positioned in total opposite direction. Many
scientists claimed that this types of research is quasi experimental. It also has an unfair criticism.
The nominal or ordinal scale is applied in the observational research. There is no clearly defined
research problem in this type of research. The problems or questions begin during conducting the
study by researcher. For example, an unusual behavior is noticed by researcher and ask What is
happening or Why? The applicable field of observation research is social science, behavioral
studies, and anthropology. It is the studying of a group without affecting their behavior. The
experiment is unique in nature and human knowledge is advanced by this type of research.
Researcher uses case study as a precursor to study more rigorous method. One of the example
observational research method fields is ethics problem.
6.0 Conclusion:
Customers have the information about the goods and services, are important. The information of
customers about the goods and services can play the role to the customers of purchasing choices.
A company can ensure a superior opportunity through awareness of brand to the customers
during launching new products or services in the new market as the same time in existing
market. The brand that processes high level of brand awareness, the customers will be interested
to purchase more goods of that brand. A familiar branded product is purchased by the customers
rather than the buying an unknown product is the explanation the reason of customers about the
brand awareness of that particular product. The customers buying behavior is the peoples
buying decision on products used for domestic or personal purpose while using value able
personal resources such as money, time and effort. The consumer behaviors will be assessed in
many aspects for its essentials. Scholars developed various representations to realize the
consumers buying behaviors.