Consumer Brand Preferences Research Articles

Brand preference towards plant growth regulator amongvegetable growers in Junagadh district of Gujarat

Consumer brand preference is an essential step towards understanding consumer choice behaviour, and has therefore always received great attention from marketers. It refers to the inclination of consumers to choose one brand over others in the market. Understanding brand preference is crucial for businesses as it directly influences consumer purchasing behavior and brand loyalty. This study aimed to determine the factors influencing farmers' brand preferences for plant growth regulators. Using a multi-stage sampling technique, two talukas in the Junagadh district, Junagadh and Vanthali were purposefully selected. A total of 160 farmers were sampled, with 80 farmers from each taluka. The factor analysis was employed to analyze the results. The principal component analysis extracted 5 factors, with the first factor explaining 29.110 per cent of the variance. Cumulatively the 5 factors accounted for 89.336 per cent of the total variance. Brand preference was significantly influenced by product quality, additional features, recommendations, financial considerations, and accessibility. Farmers prioritize high-quality, effective PGRs that enhance crop health and yield, while being influenced by trusted recommendations and financial affordability.

How perceived corporate social responsibility and consumer brand preference are linked in pre-emerging economies: the role of brand credibility and brand attitude

How perceived corporate social responsibility and consumer brand preference are linked in pre-emerging economies: the role of brand credibility and brand attitude

화장품 브랜드 디자인 콜라보레이션이 소비자 구매의도에 미치는 영향 연구

In recent years, brand collaboration products have become increasingly popular among young consumers. Amid fierce competition in the cosmetics market, cooperation between brands has emerged as a novel marketing model. Companies introduce sentiment-driven collaboration products to enhance consumer brand preference and stimulate purchase intentions. This study aims to define the concept, purpose, and types of multilateral collaborations for cosmetics brands, drawing on previous studies, and analyze the factors influencing consumers' purchase intention. This study selected Innisfree’s design collaboration, which is gaining popularity in China, as the focal point. Awareness and preference for brand design collaborations were identified, and their effect on consumers' purchase intentions was analyzed. In addition, the study also exploited the mediating relationship by examining the correlation between the type of cosmetic brand design collaboration, brand preference, and consumer purchase intention. The results indicated that character collaboration, art collaboration, and brand collaboration all positively impacted consumers' purchase intentions in the context of cosmetics brand design collaboration.

Celebrity Endorsement and Consumer Brand Preference of Hero Larger Beer in Ebonyi State, Nigeria

Celebrity Endorsement and Consumer Brand Preference of Hero Larger Beer in Ebonyi State, Nigeria

A Study on Consumer Brand Preference of Packed Milk in Coimbatore, India

A Study on Consumer Brand Preference of Packed Milk in Coimbatore, India

A Study on Brand Preference Towards OnePlus Mobile Phones

This research delves into the factors influencing consumer brand preference towards OnePlus mobile phones. In an increasingly competitive smartphone market, understanding the drivers behind consumer choices is crucial for both manufacturers and marketers. This study employs a mixed-methods research approach, combining surveys and in-depth interviews, to explore the various dimensions that contribute to brand preference, such as product features, brand reputation, marketing strategies, and overall consumer experiences. The research aims to identify the key attributes that attract consumers to OnePlus, assess customer satisfaction levels, and uncover potential areas for improvement. Additionally, it seeks to understand the role of technological innovation, pricing strategies, and brand loyalty in shaping the preferences of smartphone users. The findings of this study contribute valuable insights to the field of consumer behavior and can guide strategic decisions for both OnePlus and other players in the competitive smartphone market.

INFLUENCING FACTORS OF CONSUMERS’ BRAND PREFERENCE OF POWDERED MILK

Oghenenyerhovwo Rita Inoni E-mail: oghenenyerhovwo.inoni@dou.edu.ng Ph.D, Dennis Osadebay University Asaba. Delta State, Nigeria https://orcid.org/0000-0002-3656-2000 Justice Taiwo Ogundare E-mail: justice.ogundare@dou.edu.ng Ph.D., Dennis Osadebay University Asaba. Delta State, Nigeria https://orcid.org/0000-0002-8622-9206 Abstract: Consumer brand preference (CBP) is a precursor to a consumer’s final purchase decision of a product, and is an important area in the field of consumer buying behaviour. This is particularly so owing to the multitudinous array of competing products in the market place. Thus, the purpose of this study is to investigate the variables that influence consumers' brand preferences for powdered milk in the study area. In order to realise the objectives of the study, data were drawn from a sample of 381 milk consumers in Delta and Edo States in Southern Nigeria, using stratified and purposive sampling methods. The data generated were analysed with descriptive and inferential statistics including frequency tables, cross tabulation, ANOVA and multiple regression. The results of the cross-tabulation of monthly income and milk brands reveal that ‘Dano’is the most preferred (17.3%) powdered milk brand, while ‘Milksi’ is the least preferred (5.8%) by consumers across all income groups. The multiple regression results indicate that CBP for milk powder is significantly influenced by consumers’ attitude, reference groups, product quality, consumption emotions, television advertisement and product price, with positive consumption emotions as the dominant predictor. The study also found significant variation in CBP with respect to educational status, household size and income. Therefore, milk producing companies should adopt pragmatic pricing and marketing strategies to reach desired target segments in order to sustain customers’ patronage and ensure they remain loyal to their brands. Keywords: consumer brand preference; purchase decision; consumption emotions; powdered milk; Nigeria JEL classification: D12, M30, M31

Factors affecting brand preference in passenger car buying in Nepal

In today’s complex and highly competitive marketplace, marketers, realizing a need to develop sustainable strategies, have turned to branding as a solution. Understanding the brand preferences of consumers is always under discussion. In such context, this study measured the effects of price, attributes, brand personality, appearance, and self-congruity on brand preference in buying a passenger car. A deductive reasoning approach, quantitative method, and positivist epistemology with predetermined hypotheses were used. A six-point Likert scale structured survey was utilized to gather the primary information. The sample included 411 passenger car users in Nepal. A judgmental sampling technique and a causal research design were used. Through path analysis, the effect of price, attributes, brand personality, appearance, and self-congruity on dependent variables was identified using structural equation modeling. The study’s outcome showed that attribute (β = 0.062, p > 0.05), price (β = –0.041, p > 0.05), and appearance (β = 0.022, p > 0.05) have no significant positive impact on consumer brand preference. Moreover, the study discovered that brand preference is influenced by self-congruity (β = 0.297, p < 0.05) and brand personality (β = 0.232, p < 0.05) in buying passenger cars in Nepal. It is concluded that brand image and prestige are more critical for high-involvement products. These outcomes provide a road map for future scholars and business people with a view of the emerging context of market development.

Factor Influencing Consumers Preference in Klang Valley Market: A Study of Natural Personal Care Products

Several research studies have been conducted to investigate the factors that can influence the brand preference of consumers. However, there are very few studies that examine the factors that influence consumers' brand preference toward personal care products in the Klang Valley of Malaysia. This study was conducted to ascertain the factors that influence consumer brand preference for personal care products in Klang Valley to fill the void. This investigation included 3984 Klang Valley residents who had purchased and have a brand preference toward personal care products as a sample. Quantitative research was conducted by disseminating the devised questionnaire to the targeted number of participants online. 384 valid responses were collected from 450 distributed survey questionnaires and analyzed using SmartsPLS Software. The contribution of this current study will be the reference for marketers who are producing natural personal care products in setting the right strategy to create and maintain their brand preference among customers.

Packaging of ready-to-eat products: a mix research approach for exploring aesthetic element influence on brand preference

PurposePackaging design has the power to convey persuasive and functional benefits, thereby inducing the brand preference as per empirical studies, but not much has been studied in detail about aesthetic aspects of packaging. This study is a careful attempt to understanding the influence of aesthetic elements—colour, illustrations/images/pictures and information representation’s influence on consumer brand preference for ready-to-eat (RTE) product category of pav bhaji.Design/methodology/approachThe data for this study have been collected in two phases; phase 1 was a quantitative research where structure Google form was used while in order to elite consumer responses regarding their preferences structured interview was conducted in phase 2. Twenty-five respondents were selected using snowball sampling, who were approached for understanding how aesthetic element influenced their brand preference.FindingsThis research could help in identifying various underlying subthemes within the three major themes of aesthetic element in packaging. By utilising these, packaging modifications could be made to increase brand preference.Originality/valueIn case of RTE segment, in-store decisions are mostly take in spurn of minutes, hence making it one of essential topics of research. The findings of this research can contribute in placement of correct element in appropriate position to grab consumers’ interest leading to brand preference.

Consumer preferences and firm technology choice

Advances in technology change the way consumers search and shop for products. Emerging is the trend of home-shopping devices such as Amazon’s Alexa and Google Home, which allow consumers to search or order products. We investigate how consumer brand and technology preferences may interact with the functionalities of technology-enabled shopping (TES) devices to determine the channel structure and market competition.In specific, we break the functionalities of the TES devices into two: (1) the shopping support functionality (SSF), and (2) the ordering convenience functionality (OCF). Via a series of experiments, we document that stronger brand preferences are negatively correlated with the willingness to use a TES device that offers SSF. However, there is no association with brand preferences and desire to use a TES device when it offers OCF.We build an analytical model integrating the findings from these experiments, and then derive the equilibrium channel and pricing strategies for two competing retailers. Our findings show that the functionality of TES devices results in vastly different distribution and pricing strategies in retail markets. In particular, consumers’ heterogeneous valuation of the SSF results in a monopolistic adoption of TES devices by the retailers in equilibrium, and generates Pareto improvements for both. In contrast, when the TES devices offer OCF, in equilibrium, retailers adopt TES channels competitively, resulting in a prisoners' dilemma outcome. In the extensions, studying a third-party technology developer's decision to invest in OCF and SSF technologies, we show that the contrast between the channel strategies under the OCF and the SSF also impact the incentives to develop TES. We show that in some cases, in an effort to mitigate downstream retail competition, the provider may prefer not to offer the best possible OCF technology to consumers. These findings shed light on the future adoption and the functionalities of shopping technologies offered by retailers.

Service quality and brand reputation as antecedents of brand choice: The case of ride-hailing applications in Southeast Asia

Currently, linked internet ride-sharing services are active in several Southeast Asian nations. This research aimed to investigate the relationships between the various variables by looking at the impact of perceived service quality, perceived value, and brand image on consumer brand preference. Cross-sectional data was used, and a quantitative technique strategy was taken. Customers of online ride-sharing service alliances in Southeast Asia are the subject of the unit analysis, which includes 384 respondents from each of the following countries: Malaysia, Indonesia, Cambodia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam. The representative offices of the die-sharing businesses in our target nations were the distribution points for surveys used in the sampling method, which combined random sampling with purposive sampling. Path analysis is the method of data analysis employed. The results showed that perceptions of service quality, perceived value and brand reputation influence brand choice simultaneously and significantly.

The Importance of Green Advertisements in Brand Preferences of Female Consumers

Çalışma kapsamında çevrecilik bilincine vurgu yapan reklamların, kadın tüketicilerin marka tercihlerindeki önemi değerlendirilmiştir. Araştırmanın amacı farklı kuşaklara mensup kadın tüketicilerin yeşil reklama yönelik tutumlarının ve marka tercihlerinde yeşil reklamların öneminin belirlenmesidir. Farklı kuşaklara mensup kadın tüketicilerin yeşil reklamlara karşı sergiledikleri tutumlar ve yeşil reklamların kadın tüketicilerin marka tercihlerinde nasıl bir öneme sahip olduğu çalışmanın problemini oluşturmaktadır. Çalışma nitel araştırma yöntemi izlenerek gerçekleştirilmiştir. Konya ili sınırları içinde ikamet eden ve amaçlı örneklem yöntemi ile seçilmiş, 13’ü Y kuşağına, 13’ü ise Z kuşağına mensup 26 kadın katılımcı ile yarı yapılandırılmış görüşme tekniği kullanılarak gerçekleştirilen mülakatlar sonucunda elde edilen veriler MAXQDA Analytics Pro 2022 ile analiz edilmiştir. Analizler sonucunda Y ve Z kuşağı katılımcılarının genel olarak yeşil reklamları çevrecilik bilinci oluşturma konusundan faydalı ve gerekli buldukları fakat yeşil reklamları güvenilir ve inandırıcı bulmadıkları sonucuna ulaşılmıştır. Kuşaklararası kıyaslama yapıldığında, yeşil reklamların, Z kuşağına kıyasla, Y kuşağı katılımcılarının marka tercihlerinde daha etkili bir belirleyici olduğu görülmüştür.

Influence of Celebrity Endorsement on Consumer Brand Preference of Infinix Mobile Phones among Undergraduates of Select Tertiary Institutions in Osun State, Nigeria

Influence of Celebrity Endorsement on Consumer Brand Preference of Infinix Mobile Phones among Undergraduates of Select Tertiary Institutions in Osun State, Nigeria

INFLUENCES OF TECHNOLOGICAL COMPETENCIES AND ENVIRONMENTAL PRACTICES OF CORPORATE SOCIAL RESPONSIBILITY ON CONSUMER BRAND PREFERENCE

The broad objective of this study was to establish the moderating effect of technological competencies on the relationship between environmental practices of corporate social responsibility and consumer brand preference for mobile phone services in Kenya. Data were collected using a structured questionnaire and analyzed through descriptive and inferential statistics. Findings suggest that technological competencies significantly moderate the relationship between environmental practices of corporate social responsibility and customer brand preference. These findings call for continuous involvement of mobile phone service companies in corporate social responsibility practices as it positively influences consumer brand preference. Future research should aim at establishing contextual and geographical differences in consumer preferences by targeting other countries with different social economic conditions.

Effect of Advertisement on Consumer Brand Preference of Sachet Water: A Case of La-Nkwantanang Municipality

Effect of Advertisement on Consumer Brand Preference of Sachet Water: A Case of La-Nkwantanang Municipality

How Brand Preference Shapes Brand Loyalty of Milk Powder Through Young Consumers’ Eyes: The Moderating Role of Health Consciousness

Disputable information circulated through mass media on contamination of imported milk powder with hazardous chemical compounds is common at present that challenges consumer brand preference and brand loyalty. Though these two concepts seem highly correlated, adequate empirical studies have not yet explored with respect to the Sri Lankan market in young consumers’ health consciousness grounds to see the probable effect. Therefore, the present study aims to bridge this knowledge gap by focusing on the Sri Lankan milk powder market. Data were collected from Sri Lankan young consumer group (n= 100) via an online survey. The relationships among variables were tested using Structural Equation Modeling via SMART PLS 3 software. The analysis found that brand preference (T= 4.006, P=0.000) and health consciousness (T= 3.824, P=0.000) significantly and positively influenced consumer brand loyalty of milk powder while health consciousness (T= 2.158, P=0.031) significantly moderates the relationship between brand preference and brand loyalty. Hence, the study suggests manufacturers and marketers the importance of focusing on the health consciousness of young consumers to enhance and maintain brand loyalty while increasing the revenue of a particular milk brand.

Ethnocentric Tendency and Religiosity Levels According to Brand Preferences of Consumers

Küreselleşme tüketici pazarlarının birbirine benzer hale gelmesine ve kültürler arası etkileşimin gerçekleşmesine neden olmaktadır. Bununla birlikte tüketici pazarlarını etkileyen ve farklılaştıran kültürel faktörlerin etkisi de gözardı edilmemekte, etnosentrizm ve dindarlık kavramları bireylerin tutumlarını ve tercihlerini etkileyen önemli faktörler olarak literatürde tartışılmaktadır. Bu çalışmanın amacı tüketicilerin yerli ve yabancı markalı ürün tercihleri ile etnosentrik eğilimleri ve dindarlık düzeyleri arasındaki ilişkiyi ortaya çıkarmaktır. Tüketici tercihlerini değerlendirmek için beğenmeli mallardan cep telefonu markaları, kolayda mallardan ise soğuk çay ve çikolata markaları araştırmada ürün grupları olarak belirlenmiştir. Araştırma sonucunda katılımcıların etnosentrik eğilimlerinin ve dindarlık düzeylerinin, çay ve çikolata marka tercihlerinde farklılık gösterdiği tespit edilmiştir. Cep telefonu marka tercihinde ise herhangi bir farklılık bulunamamıştır.

The Impact of Advertising Medium on Consumer Brand Preference for beverages in Osun State, Nigeria

The study examined the roles of advertisement on consumers’ brand preference of beverages, using Cadbury Nigeria PLC as a case study. The primary aim of this research was to examine the influence of advertising on consumers’ buying behaviour, evaluate the influence of advertising on the competitiveness of beverage brands, examine the influence of advertising on the sales performance of Cadbury Nigeria PLC brands and to determine the types of advertising commonly used by Cadbury Nigeria PLC in attracting customers’ preference to its brands. The adopted methodology was a descriptive design with a simple random sampling technique. A Structured questionnaire was designed in the data collection from the respondents of the study area. The collected data was analysed using simple percentage and frequencies and the results were presented in tables. The Findings of the study indicated that advertising significant influenced consumers’ buying behaviour of beverage drinks and sales performance of Cadbury Nigeria PLC Brands in Osun State. The radio, television, billboards and internet (online) advertisements are the types of advertising media used by Cadbury in attracting customers to its brands. Conclusively, advertisement is a major element in maintaining consumer brand preference. Therefore, companies are encouraged to research continuously into quality improvement with effective advertising media that attracts consumer’s attention and interest to their products. Keywords: Advertisement, Brand preference, Buying behaviour, and Advertising campaign DOI: 10.7176/JMCR/87-01 Publication date: October 31 st 2022

CONSUMER BRAND PREFERENCES TOWARDS DECORATIVE PAINTS

In an intensely competitive market, brand is a powerful differentiator. It enables the organisation to make strategic decisions. Brand preference is also a crucial aspect of the consumers lifespan. A strong brand increases the organizations esteem and credibility among its competitors. Businesses now have much better relationships with their distributors, suppliers, rivals, and even the government. The reputation of the company among investors is enhanced by a strong brand, which represents a higher ROI and a larger market share. Companies with strong brands attract top personnel and gain the respect of industry experts.Small businesses must build their brands in order to compete globally. Small scale products usually lack appealing features since they require powerful branding. India has made progress in the past 15 years thanks to the financial reform, growth, privatisation, and globalisation processes. International commerce and economic realms are interwoven with the labour force and the countrys economy. Cutthroat productivity has been cited as the primary force dictating how business is planned, along with Indias economic advances and globalisation. This paper tries to understand the power of brand and consumer brand preferences towards decorative paints.