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The effect of brand equity on the buying behavior of food consumers

Number of pages: 128 File Format: word File Code: 30726
Year: 2014 University Degree: Master's degree Category: Management
Tags/Keywords: Acker and Keller model - Being unique - Brand equity - Brand equity - buying behavior - Customer orientation - Pay extra - Perceived value of cost - Perceptual quality - The special value of the name
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  • Summary of The effect of brand equity on the buying behavior of food consumers

    Dissertation for Master's Degree

    Commercial Management Department

    Abstract:

    In this project, the title of the research is the special value of brand name and brand on the buying behavior of food consumers (case study: Mana pasta in Alborz province) that the dimensions of customer name and brand value on Aker's customer orientation in terms of perceived quality, perceived cost value, uniqueness and willingness to pay extra for Mana pasta consumers with the model Netmeyer and et. al have examined the variables and the combination of age, gender, education and marital status, analyzed the correlation matrix between the independent variables and the dependent variable for a sample size of 383 people, and then measured the effect and relationship of the variables on each other with path coefficients and t-statistics, which reached the results that the hypotheses:

    1) indicate a very strong positive and significant effect of perceptual quality on consumer buying behavior tendencies

    Second) shows the relatively average positive and significant effect of perceived quality on the willingness to pay more.

    Third) shows the positive and significant effect of the average perceived value on consumer buying behavior tendencies.

    Fourth) does not have a significant effect, so hypothesis 4 of the research is not meaningful and is rejected.

    Fifth) shows the strong positive and significant effect of uniqueness on the willingness to pay more

    Sixth) shows the medium positive and significant effect of uniqueness on buying behavior tendencies.

    Seventh) shows the weak positive and significant effect of willingness to pay more on buying behavior tendencies.

    Which according to the macaroni consumption market has shown that the relationship of this production unit with consumers is average, which for Mana Macaron with this volume of production and age and up-to-date machinery, sales are relatively lower than other producers. It has pasta, which shows that the sales and satisfaction of Mana Macaron in Alborz province is average, which requires specialized marketing according to the needs of consumers. Considering the increasing consumption of pasta in Iran and the competitors, Mana Macaron has had an average performance compared to other competitors.

    Key words:

    Special value of brand name and brand, purchasing behavior, customer orientation, Acker and Keller model, perceptual quality , the perceived value of cost, uniqueness and the willingness to pay extra cost.

    Introduction

    Branding has existed for centuries as a way to differentiate goods from one manufacturer compared to other manufacturers. Research on brand (name and brand) and brand equity has become important for marketing activity and marketing theory in recent years. Brands can have value and power in the market, beyond what It is created by the inherent characteristics of the product. A strong brand can have more brand equity. A strong brand with positive equity has several benefits such as higher profit margins, brand extension opportunities, stronger communication effectiveness, higher consumer preference and purchase intentions.   

    Actually, nowadays, creating a brand and more importantly maintaining and enhancing the value of the brand is considered one of the powerful methods of differentiation for different economic organizations and enterprises. They are labeled as private (Coelage and Harding 1996, Richardson et al. 1996). In the competitive environment of providing products and services, the power of the customer increases. In this kind of market, the customer expects the organization to provide the most values ??at the most suitable price, and the organizations are constantly looking for new methods and creating innovation in creating and providing value.

    Given that the purpose of marketing is to meet the needs and desires of the desired customers. Therefore, the way to choose, buy, use and consume goods, services, ideas or experiences It is an important issue in marketing by individuals, groups and organizations to meet their needs and desires.

    Understanding consumer behavior and knowing customers is not an easy task. Customers may express their needs and desires in one way, but act in another way. They may not be aware of their deeper inner motivations or the effective factors that change their minds at the last moment.They may not be aware of their deeper inner motivations or react to factors that change their opinions at the last moment. However, marketers must examine the desires, mental perceptions of their customers and purchase behavior (Kotler 1385:206). As a result, marketers can achieve a higher competitive advantage by using the special value of the brand name.

    Today, the brand is no longer just an efficient tool in the hands of managers, the brand is a strategic requirement that helps organizations to create more value for customers and also create sustainable competitive advantages (Keller 1:1993). Different content has been discussed and so far a common point of view that is agreed upon by all marketing scientists has not been presented, but in general it can be divided into two general categories of brand equity based on consumer behavior and financial issues. The brand can be the creator of issues such as measuring customer loyalty, elastic reactions to price changes, evaluating market attitudes in the market. Loyalty to the brand name comes from the perceived quality of the brand name and brand awareness.

    In recent years, the value of the brand based on customer orientation has attracted the attention of marketing researchers and thinkers. By using theories of brand value based on customer orientation, marketing scientists have achieved a model of how the customer evaluates and chooses from a series of products. According to Acker, the value of the brand name Based on customer orientation, it is an interconnected set of valuable assets and commitments related to the brand and is a sign that is offered to the customer by the manufacturer.

    The final consumer perceives the value of the brand as the added value that is in the product and its brand. Although the added value is subject to various factors, but the central dimensions and the main predictor of the brand's purchase intention and behavior are quality. Perceptual value, perceived value of cost, exclusivity and willingness to pay extra for a brand are important and main dimensions of brand value based on customerism provided by Acre. Therefore, the dimensions of perceptual quality, perceived value of price, exclusivity and willingness to pay extra for a brand presented in the Aker model are among the strongest predictors of purchase intention and purchase value in the Kler model. Value variables are used as drivers of customer satisfaction and loyalty. Research has shown that the value and quality of the service received plays an important role in the level of satisfaction and firm decisions. Is it valid?

    Is the behavior and purchase of pasta consumers in Alborz province influenced by the dimensions of perceived quality, perceived value of uniqueness, price, and willingness to pay extra? Does the willingness to pay extra for a brand act as a communication channel between the dimensions of perceived quality, perceived value of price, uniqueness or uniqueness, and purchase decision?

    1-2 Research Conceptual Model:

    Several theoretical frameworks have been presented to understand how the customer thinks and reacts to brand names (Chernatory and Segal-Hom, 2001).

    These frameworks tend to include the brand name of different parts of the goods and services field, according to the literature and research background, the theoretical framework has been developed, and based on the theoretical framework of the research, the relationships between the research variables in the form of an analytical model It has been drawn.

    In this research, three variables of perceptual quality, perceptual value of cost and uniqueness are considered as independent variables, and the variables of willingness to pay higher and behavioral tendencies are considered as dependent variables, which are influenced by independent variables.

  • Contents & References of The effect of brand equity on the buying behavior of food consumers

    List:

    Table of Contents

    Title

    Abstract

    Chapter One: General Research

    Introduction .. 2

    1-1 Statement of the problem. 2

    1-2 conceptual model of research. 5

    1-3 conceptual and operational definition of variables. 8

    1-4 research objectives. 9

    1-5 research hypotheses. 11

    1-6 The importance and necessity of research. 11

    1-7 spatial territory. 12

    1-8 Time domain of research. 13

    1-9 research methods. 13

    1-10 sampling method. 13

    1-11 tools for gathering research information. 14

    1-12 Statistical society. 14

    1-13 Sampling method. 14

    1-14 information analysis methods. 14

    Chapter Two: The theoretical foundations of research

    2-1 History of research. 17

    2-2 Introduction. 18

    2-3 brief explanation of marketing. 20. 2-4 Trademarks. 27

    2-5 special value of brand name. 32

    2-6 Brand value models. 34

    2-7 consumer behavior. 50

    2-8 models of the relationship between brand name and consumer buying behavior. 53

    2-9 research done in Iran. 59

    2-10 research done in the world. 60

    2-11 theoretical research model. 61

    Chapter Three: Methodology

    3-1 Introduction. 67

    3-2.  Type of research. 67

    3-3. Statistical society. 69

    3-4. sample 69

    3-4-1. Sampling method. 70

    3-4-2. Determining the sample size. 70

    3-5. Questionnaire. 71

    3-6. Technical characteristics of data collection tools. 72

    3-6-1. narrative 73

    3-6-2. Reliability 73

    3-7. Scales used. 74

    3-8. Data collection method. 75

    3-9. Data analysis. 75

    Chapter Four: Data Analysis

    4-1 Introduction. 79

    4-2- Descriptive statistics. 80

    4-2-1- Age composition of sample members. 81

    4-2-2 Gender composition of sample members. 81

    4-2-3- Education composition of sample members. 82

    4-2-4- Marital status of sample members. 83

    4-3- Analytical statistics. 83

    4-3-1- General stages of statistical hypothesis testing. 83

    4-3-2- Normality test of research variables. 85

    4-3-3- Pearson correlation coefficients between research variables. 86

    4-3-4- Structural equation modeling. 87

    4-3-5-1- conceptual model fitting test. 89

    4-3-5-2- Evaluation of the measurement part of the model. 90

    4-3-5-3- Evaluation of the structural part of the model. 98

    4-3-5-4 test of research hypotheses. 102

     

     

     

     

     

     

     

     

     

     

     

    Chapter Five: Conclusions and Suggestions

    1-5. A brief description of the research. 107

    2-5. The results of the research. 108

    5-2-1. The results of hypothesis 1. 109

    5-2-2. The results of hypothesis 2. 109

    5-2-3. The results of hypothesis 3. 109

    5-2-4. The results of hypothesis 4. 110

    5-2-5. The results of hypothesis 5. 110

    5-2-6. The results of hypothesis 6. 111

    5-2-7. The results of hypothesis 7. 111

    5-3) Discussion about the results. 111

    5-4. Suggestions. 114

    5-4-1. Research based suggestions. 115

    5-4-2. Suggestions for future researchers. 116

    5-5. Obstacles and limitations of research. 117

    Source:

    Resources:

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    Article: (Seyd Mahmoud Hosseini, Sida Abolfazl Abolfazli, Mohammad Rahimi), Investigating the effect of brand name and brand value on consumer response (case study: Iranol brand), Management perspective, no.

    Article: (Hossein Safarzadeh, Bahram Khairi, Rehane Aghaseyed Agha), investigating the impact of contextual factors, brand loyalty and brand change on the purchase decision of young consumers, Marketing Management Magazine, No. 10, spring 2019

    Article: (Dr. Mansour Samadi, Dr. Bahman Hajipour, Maistam Dehghan), investigating the impact of dimensions Repurchase intention of customers from chain stores in Tehran, Andiseh Management, Number 2, Year 3, Fall 2018

    Article: (Seyd Mahmoud Hosseini, Sida Bowalfazl Abolfazli, Mohammad Rahimi), Investigating the effect of brand name and trademark value on consumer response (Case study: Iranol brand), Management Perspective, Number 32, Fall 2018

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    Homan, Heydar Ali. Knowing the scientific method in behavioral sciences (research foundations). Fourth edition. Tehran: Parsa Publishing House, 1380.

    Seraei, Hassan. An introduction to sampling in research. Tehran: Nei Publications, 1372.

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    Johnson, Richard and Gori Bhattacharya. Statistics, principles and methods. Translated by Fattah Mikaili. Isfahan: Nash Arkan, 1380.

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    Nabawi, Behrouz. Introduction to research methods in social sciences. 11th edition Tehran: Farvardin Publications, 1372.

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    External sources:

     

     

     

    1) Aker, David A, Robert Jacobson, (2001), "The value relevance of brand attitude in high technology markets" vol. 38, no. 4, pb. 485-493

    2)    Aker, d.a.(1991),"managing brand equity", new york,ny.

    3)    Aker, d.a., joachimsthaler, e.(2000),"brand leadership", the free press, new

    4)    Aker, david and joachimsthaler, erich,(2001), "brand leadership", the free press, new

    5) Bbdo group, (2001), "brand equity excellence, volume 1: brand equity review", dusseldurf, Germany

    6) Cobb-walgren kj, ruble ca, donthu n, (1995), "brand equity, brand preference, and purchase intent". J adver; 24:25-41

    7) Comber, Stephen. (2002), “branding”, capston publication, Pp.170_181

    8) Damodaran, Aswath, (2002) “investment valuation”, John Wily & Sons, New York, 914-43

    9) George m. zinkhan& Karin braunsberger, (2004), 'the complexity of consumers, cognitive structures and its relevance to consumer behavior' journal of business research 57,575-582

    10) Kapferer, j-n. (1992), strategic brand management, the free press, new york, ny.

    11) Keller, k.l (2003), strategic Brand management: building, measuring, and managing brand equity, 2nd ed., Prentice-Hall, Upper Saddle River, NJ.

The effect of brand equity on the buying behavior of food consumers
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