Brand Congruence On The Consumer Behavior And Purchase Marketing Essay

With the retail format deriving prominence in India, particularly in the urban countries, the inquiry a trade name needs to inquire is how to acquire noticed among the trade name jumble on the retail shelf. With 100s of trade names available across each class efficaciously means that a consumer has legion picks from among to take from and the trade names must distinguish in order to acquire noticed.

With the R & A ; D engineering and new merchandise invention being consistent across the industry, merchandise distinction is hard to accomplish. Besides the littered construction of the industry and about consistent cost monetary value across the Industry, monetary value distinction is once more a long-drawn idea. In-store stigmatization has become an of import tool for the companies to publicize their merchandises. As most of the urban India is good connected and accessible through route, rail, air or H2O, distinguishing on the distribution footing will once more non hold a important impact. Thus out of the 4 P ‘s of selling, the lone executable and important tool is Promotions.

There's a specialist from your university waiting to help you with that essay.
Tell us what you need to have done now!


order now

Most of the publicity is directed to make a top-of the head callback among the shoppers, which is an highly hard to accomplish, given sheer volume of communicating that a consumer is being subjected to. Thus it may truly assist if the clip spread between the message exposure and consumer purchase determination is reduced, so as to make a callback at the clip of purchase. So Popular or In-store stigmatization is deriving popularity among the sellers.

Harmonizing to the lexicon of marketing POP may be defined as- “ advertisement that is built around impulse buying and that utilizesA displayA designed to catch a shopper ‘s oculus peculiarly at the topographic point where payment is made, such as a check-out procedure counter. ” Though the construct of in-store stigmatization and POP has existed before and was an built-in portion of the traditional retail, but in the last few old ages, with the rise of modern retail, it has come of the age. The accent of an retail mercantile establishment is to supply a entertaining experience to the shopper, a one similar to that of a theater. The assorted types of POP employed by the seller ‘s now-a-days are- Posters/Banners, Danglers, Wobblers, Standees, Normal/Glow Boards, Leaflets, Cutouts, Floor artworks and Signages.

Now holding seen the importance of POP stuffs in advertisement, a seller has certain determinations to make- the type of POP, the colorss, artworks and the message that will look on the POP. The monies and the bets are excessively high for any trade name, & A ; therefore there has to be a careful planning as to make up one’s mind on all the facets of POP as discussed above. Though at that place goes a batch of be aftering as to the aesthetics and the message of the POP, but sellers have wholly ignored the first facet i.e. to happen the most suited and fitting POP for my trade name. Today sellers use a mix of assorted sorts of POP ‘s for each of their merchandises, and the POP pick has no logical logical thinking.

The intent of this research is to come up with a POP personality, map it with the Brand personality so as to research the extension of congruity to the POP & A ; the Brand. This may assist in specifying the most effectual POP stuff that may be relevant and suited for my trade name & A ; therefore translate into gross revenues for the trade name.

Literature Review

In geometry, if two figures have same form and size, they are said to be congruous. In other words, two set of points are said to be congruous if one of those can be transformed into the other by a set of geometrical loops which may affect rotary motion, contemplation or interlingual rendition. In Latin congruere means to come together or hold. Taking cues from the above definitions, we see congruence as a province of similarity or understanding between two objects. A broad assortment of literature is available on congruity, a assortment of associations and definitions of the term ‘congruence ‘ have been proposed in the past researches. The earliest mention to the term ‘congruence ‘ was done in footings of ‘fit ‘ in relation to trade name extensions ( Aaker & A ; Keller, 1990 ; Park, Milberg, & A ; Lawson, 1991 ; Lane, 2000 ) and co-branding ( Simonin & A ; Ruth 1998 ) . Other still have used the congruity construct in footings of tantrum and relevancy to explicate the class tantrum for a newly-launched merchandise ( Aaker & A ; Keller, 1990 ) , or of the sponsorship of an event ( McDonalsm, 1991 ) .Meanwhile some writers have referred congruity in footings of similarity ( Boush et al. , 1987 ) or typicality ( Boush & A ; Loken, 1991 ) . The construct of congruity has been extended into advertisement and conceptualized as a bi-dimensional construct ( Hecker and Childers, 1992 ) in footings of relevance and anticipation of association. All this research have conceptualized and applied the term congruity in a assortment of ways, but the common position that emerges out of all the research is that congruity has a positive impact in driving the clients purchase purposes ; and is applicable to the different countries of selling, trade name scheme and selling communicating.

Therefore we have a assortment of definitions of congruity in a assortment of literatures. The earliest mention was in footings of trade name extension: a new merchandise must be similar or consistent with the others offered by the trade name ( Boush, 1987 ) . Later congruity was conceptualized in footings of class tantrum: typicality of a trade name extension with the class ( Ladwein, 1994 ) . There are is besides sufficient literature, depicting congruity in footings of relevancy and tantrum, stand foring the benefits of trade name in category extension. The term congruity was used to depict complementary and compatible ends and aims ( Martin & A ; Stewart, 2001 ) . The underlying theory behind congruity is that of cognitive disagreement. In Psychology footings, cognitive disagreement provinces that it ‘s really hard for a individual or an organisation to last excessively long if there is incongruence between a belief and a behavior. Subsequently Festinger defined it as knowledges, which may be information or position or belief about the environment or oneself and one ‘s behavior ( Festinger, 1957 ) . This was followed by the ego consistence reading of disagreement ( Aronson, 1968 ) , which assumes that the incompatibility between the self-concept and behaviour spring rise to disagreement. Cognitive disagreement is a feeling caused due to people keeping conflicting positions at the same time. It says that people have a motivational thrust to cut down disagreement ; which may be through a alteration in attitude, beliefs and actions. The theory states that people have an impulse to do picks consistent with their ego & A ; personality. Even if the picks are non consistent, they have an desire to do it congruous with their value system.

Another theory used to explicate the phenomenon of congruity is the procedure of ‘internalisation ‘ . Harmonizing to Kelman ( 1961, p. 65 ) , “ internalization is the procedure when an single accepts influence from an external beginning as the induced behavioral alteration is congruous with his value system ” is slackly the same as the theory of cognitive disagreement. This basically means that people accept information from the beginning in the mode they intend to.

Assorted types of congruity are as follows:

Celebrity-brand congruence- The impact of utilizing famous persons can be twifold- to increase consciousness and to beef up or alter the trade name image of a trade name. Celebrity indorsement has been referred to as an exercising in co-branding or trade name edifice ( Anjali Tumkur Jaiprakash, 2008 ) . Keller defines co-branding as one “ where each party has an consciousness and generates a trade name image in the consumer ‘s head. ” The congruity surveies have delved into the similarities

or correspondence between the merchandise or trade name and the famous person which is popularly known as the “ match-up ” hypothesis ( Misra and Beatty 1990 ) . Celebrity-product congruity can be defined as the consistence between the personality of a merchandise and the features of the merchandise he/she endorses ( Misra and Beatty, 1990 ) . Besides there has been considerable research as to there is a direct relation between the merchandise and subscriber, i.e. the subscriber has a positive impact on the trade name saliency and equity. Besides the attraction of the famous person has an impact on the trade name in the sense that more attractive the subscriber, the more positive the impact on the trade name they are backing. The celebrity-brand congruity was explained by the self-reference theory, there will be a positive attitude alteration if the personality of a theoretical account is congruous to consumer ‘s ideal image which may interpret into positive purchase determination ( Sirgy, 1982 ) .

The self-reference utilizations two motivations to explicate the ingestion form viz. , self-consistency and self-pride. The ego consistence motor encourages ingestion of merchandises that appeal to the existent ego. Meanwhile there is the self-esteem motivation that encourages ingestion of merchandises as per the personal aspirations, as therefore satisfy the ideal ego. Research proves that the self-esteem motivation drives the purchase purpose to a greater extent as compared to the ego consistence motivation, irrespective of the disagreement between ego construct and merchandise image ( Hong and Zinkhan, 1995 ) .

Another of import acquisition that came out of the literature reappraisal was that the Brand Personality graduated table developed by Aaker ( 1997 ) was found out to be dependable and valid both for the famous person and the trade name ( Subhadip Roy, Dr. Y. L. R. Moorthi,2009 ) .

Retail -Consumer-Product congruence- Research shows sufficient grounds to reason that shop personality exists as a construct and that section shops have meaningful image differences. A research showed that 75 per centum of the respondents have image feelings of the section shops in which they shop ( Berry, ) . There has been sufficient research so as to estimate the consequence of Store environment on the shopping behavior of the consumer. One of the researches shows that the shop environment is one of the of import factors that influence the cognitive procedure of a shopper in a shop. The shop environment-product congruity influences the information hunt and treating procedure of the purchaser and therefore has an impact on his purchase behavior. In some instances, shop environment may hold a lagged consequence on the shopping behavior ( Shun Yin Lam, 2001 ) . The congruity between the shop environment and the consumer may hold an impact on consumer ‘s classification of the retail shop and the interconnectedness between the shop classification and merchandise rating will impact the shopper ‘s merchandise rating ( Grewal and Baker 1994 ) .

Those whose positions of ego and shop image on the objectivity-impulsiveness graduated table are congruous, be given to be more loyal. It can be inferred from this that projecting a shop image ( through the selling tools ) which is consistent with the mark markets self image will increase trueness among those shoppers ( Danny N. Bellenger, Earle Steinberg, Wilbur W. Stanton,1976 ) .

Positioning-Brand Advertising Congruence- ( Arnott, 1992, pp. 111-14 ) defines positioning as: ” the deliberate, proactive, iterative procedure of specifying, mensurating, modifying, and supervising consumer perceptual experiences of a marketable offering. ” Harmonizing to the writer, the application of positioning involves certain related activities, i.e. , specifying the dimensions of a peculiar perceptual infinite that adequately represents the mark audience ‘s perceptual experiences ; mensurating objects locations within that infinite and modifying existent features of the object and perceptual experiences of the mark audience via selling communications schemes.

Brand-Sponsorship Congruence- Past Research has established that moderate degrees of brand-sponsorship congruity may be more effectual than high or low degrees of congruity. Research workers have been progressively interested in measuring sponsorship effectivity but must take into history two specific features of this medium. Two of import facets of sponsorship may be- “ its processing is peripheral ” ( Janiszewski, 1990, 1993 ) i.e. consumers interact with the medium foremost which may be go toing a athleticss event, concert etc. instead than the message. This basically means that the patrons may confront the state of affairs when they may non acquire the orbs of the coveted mark audience for whom the sponsorship was directed, taking to a superficial processing of the ad. Second, ” the message is normally gestural and inexplicit instead than clearly stated. ” This means that the message is non the existent communicating ( Nathalie D. Fleck, Pascale Quester, 2007 ) .

Besides research has established that more the tantrum, relevancy and congruity between the sponsorship and the merchandise, the more interested will be the consumers towards the patrons and therefore more favorable will be its consequence on the driving the purchase purpose of the consumer towards the impact ( Rodgers, 2003 ) . “ Therefore the sponsorship congruity is derived from two distinguishable beginnings, anticipation and relevance “ ( Nathalie D. Fleck, Pascale Quester, 2007 ) .

Store Staff-Customer Congruence- The beginning credibleness theoretical account ( Ohanian, 1990 ) states that the three dimensions across which an subscriber may be relevant to a client are: their expertness, their trustiness and their attraction. Therefore more attractive the subscribers are more effectual in advancing positive consumer behavior towards the merchandise. Besides an subscriber may be effectual when the endorsed merchandise is relevant to its attraction and visual aspect. This is besides the footing of the ‘match-up hypothesis ‘ .

Research has shown that physically attractive people are more persuasive, and have more positive qualities than less attractive people. Many administrations are utilizing staff as the ‘front line ‘ subscriber of the company or merchandise. In line with the match-up hypothesis, “ attitudes towards the merchandise and purchase purposes will be significantly higher when the staff member is more physically attractive and the merchandise is appearance-relevant ( Internet Explorer there will be a important interaction consequence between merchandise type and attraction of staff ) ” ( Bianca Price, Duncan Murray, 2009 )

There has been a batch of work done on assorted other types of congruity like the product-gender congruity, product-distribution channel congruity, retail events and consumer congruity, background music ( at an mercantile establishment ) and merchandise congruity, ego and trade name congruity. Sufficient literature is available to set up the relationship between each one of the aforesaid variables. Therefore we see at that place has been sufficient application of the congruity phenomenon to explicate the relationship among the assorted variables of selling.

In the modern trade particularly in the urban countries, there is a turning accent on the POP and the in-store stigmatization as a selling tool to pull consumer attending and therefore act upon the purchase determination. Often called the ‘Moment of Truth Marketing ‘ , it provides them with a opportunity to hold a last impact on the consumer mentality and therefore act upon his purchase behavior. Sellers are utilizing a assortment of advanced and originative POP ‘s to publicize their merchandises, so as to catch the necessary oculus balls and do that one last entreaty to the shoppers.

In today ‘s extremely competitory universe, where we talk in footings of net incomes and borders, it becomes imperative for the sellers to put carefully taking the most relevant and effectual selling tools. The same applies to in-store stigmatization every bit good, the type of POP must be chosen so as to be consistent with the

Therefore we see that there has been a batch of application of congruity as a construct in selling and communications, but at that place has been no survey to estimate the impact of POP-brand congruity on the purchase purpose of a consumer. Therefore we see there is a sufficient spread as the sort of POP used to publicize a merchandise may hold a important bearing on the purchase determination of the consumer.

Research proposal

Problem statement

To understand the consequence of congruity between trade name personality and POP personality.

Aims

To understand the trade name personality of assorted trade names belonging to a peculiar class,

To understand the POP personality of assorted POP ‘s at a retail mercantile establishment,

To analyze the tantrum and relevancy of POP personality on the Brand personality and its consequence on the purchase purpose.

Information Areas:

To understand the trade name personality of assorted trade names belonging to a peculiar class

To measure the trade name on assorted properties of the Aaker ‘s graduated table

To understand the personification of the trade name

To understand the POP personality of assorted POP ‘s at a retail mercantile establishment,

To happen out the consciousness degree of the assorted POP ‘s

To measure the POP on assorted properties of the Aaker ‘s graduated table

To understand the personification of the POP

To analyze the tantrum and relevancy of POP personality on the Brand personality and its consequence on the purchase purpose.

To understand the impact of POP on consumer ‘s purpose to buy

To measure the impact of POP-Brand congruity on purchasing behavior

Research Design

Research Methodology

The methodological analysis will affect two phases, the first being quantitative research, utilizing the Aaker ‘s trade name personality graduated table to mensurate the personality of the trade name and the Point of Purchase. This will be followed by a 2nd phase which will affect image evocation trial so as to understand the congruity between the BP and POP.

Universe Definition

Sampling Procedure

Convenient sampling will be used so as to choose the coveted respondents from the defined existence.

Sample Size

SEC ‘s

SEC Angstrom

SEC B

SEC C

Entire

Age

Male

Female

Male

Female

Male

Female

26-30

5

5

5

5

5

5

30

31-35

5

5

5

5

5

5

30

36-40

5

5

5

5

5

5

30

41-50

5

5

5

5

5

5

30

Entire

20

20

20

20

20

20

120

Datas Analysis

We will be utilizing explorative factor analysis to happen out the most outstanding factors to estimate the personality of the trade name and the POP. This will be followed by correlativity or a chi-square analysis to happen the relationship between BP and POP personality.

No Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

Free Essays
Bullying and People Essay

Bullying- everyone knows about it, but a lot of people don’t realize why it’s serious. Bullying can be defined as unwanted, aggressive behavior among school aged children that involve a real or perceived power imbalance. About 30% of teens in the U.S have been involved in bullying. People should care …

Free Essays
Most difficult aspects of learning English Essay

I studied English language at school and in university, but when I started to work in Russian-American it-company I met several difficulties with my English. I understood that my English wasn’t perfect and I need study more to build my career,, because in this company and generally you have to …

Free Essays
Cell Phone Essay

Many kids these days have cell phones. You often see teenagers talking on their phones, or, just as often, texting. It has become a part of everyday life, and a part of our society. It is encouraged socially, especially among teenagers, to have a phone. Cell phones can be very …

x

Hi!
I'm Terry

Would you like to get such a paper? How about receiving a customized one?

Check it out