PROPOSAL DEVELOPMENT

ARTICLE REVIEW 2

SUBMITTED BY Amna Khalid SECTION MBA-4 G SUBMITTED ON 30TH March, 2012

TOPIC Pakistan

SELECTED:

The

relationship

between

Brand

Awareness and Consumer/Brand Loyalty for the FMCGs in

ARTICLE 2: EFFECTS OF BRAND AWARENESS ON CHOICE FOR A COMMON,

REPEAT-PURCHASE PRODUCT

Critical Review:
This is a research paper about the role of brand awareness in the consumer choice process and it showed that brand awareness was a dominant choice heuristic among awarenessgroup subjects. In this, the researchers tried to analyze the behaviors of both consumers i.e. with brand awareness and with no awareness. This article is related to my area of research to the extent that it will help me in identifying the impact of brand awareness on the consumers and how it helps them in making a choice while purchasing. This article will also help me in building a good literature review. The research article came up with the three conclusions and that are: 1. Brand awareness is a prevalent choice tactic among inexperienced consumers facing a new decision task 2. Subjects who are aware of one brand in a choice set tend to sample fewer brands across a series of product trials, and

3. Subjects who are aware of one brand in a choice set tend to choose the known brand even when it is lower in quality than other brands they have had the opportunity to sample. The above three conclusions are reasonable and logical as well, as consumers always prefer to buy that product about which they have knowledge or information. Consumers tend to buy those products that they can easily recognize while purchasing. And all these reasons support the brand awareness as the major factor in the consumers choice process. One of the strongest strength of this article is that it filled the gap of the impact of brand awareness on the individual choice process. As Researchers have some mixed findings about the impact of band awareness, it will help in understanding the brand awareness according to consumers perspective. The weakness of this study is that it just delimits itself to the peanut butter only. The researcher should have tried to analyze a group of products so that the results seem more logical and convincing to the readers. I agree with the authors results and conclusions on the basis of the following points: 1. Brand awareness helps in making the purchase decision: Consumers usually buy those products about which they have certain knowledge or they can easily recognize the brand. Thus, brand awareness does help in making a purchase decision as it helps it recognizing the brand. 2. Brand awareness is the dominant factor choice heuristic: While purchasing, consumers used to build a evoke set. They usually select those products in their evoke set for which they have certain information or knowledge. Thus, brand awareness is fulfilling this criterion as well. 3. Consumers tend to buy those products that are known to them: Consumers usually buy those products to which they are familiar with instead of going for the unfamiliar ones and brand awareness helps in building know-how about the certain product. Other researches that have studied the brand awareness and have similar findings are:

The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data by: C. Robert Clark, Ulrich Doraszelski and Michaela Draganska Quantitative Marketing and Economics, 2009, Volume 7, Number 2, Pages 207236 Baker, William, J. Wesley Hutchinson, Danny Moore, and Prakash Nedungadi (1986), Brand Familiarity and Advertising: Effects on the Evoked Set and Brand Preferences," Advances in Consumer Research, Vol. 13, ed. Richard J. Lutz, Provo, UT: Association for Consumer Research, 146-147. Hoyer, Wayne D. (1984), "An Examination of Consumer Decision Making for a Common Repeat Product," Journal of Consumer Research, 11 (December), 822- 829.