Minds Of Consumers Research Articles

The role of attitude mediates the effect of brand awareness and brand image on product purchase intention

This study aims to analyze the role of attitude in mediating brand awareness and brand image on purchase intention. The population in this study were consumers who had never used the Carasun brand sunscreen in Denpasar City. The number of samples used in this study were 160 samples. The method used in sample selection is purposive sampling, which is a sampling technique with certain considerations. The analysis technique used is Structural Equation Modeling (SEM) analysis based on Partial Least Square (PLS). The results showed that brand awareness and brand image have a positive and significant effect on purchase intention, brand awareness and brand image have a positive and significant effect on attitude, attitude has a positive and significant effect on purchase intention, and attitude has a role in partially mediating brand awareness and brand image on purchase intention. The results of the study can be concluded that the higher the brand awareness and the creation of a positive brand image in the minds of consumers, the positive consumer attitudes will emerge which encourage making purchases. The higher the brand awareness and the creation of a positive brand image in the minds of consumers, the higher the consumer's purchase intention. The creation of a positive attitude from consumers will create purchase intentions. The higher the brand awareness and the creation of a positive brand image will create a positive attitude from consumers, so that in the end the consumer's purchase intention will increase.

Mayora: launching Coffee Joy

Learning outcomes This case is written to help students understand the concept of segmentation, targeting and positioning in the context of the biscuit industry. The primary learning objectives can be identified as follows: understand the different categorisation in the biscuit market; analyse the basis of consumer segmentation in the biscuit market; analyse the marketing mix strategy of a firm; and highlight the importance of positioning. Case overview/synopsis Rao, the Director (Marketing) of Mayora India Private Limited, was in dilemma as to how to position Coffee Joy biscuits in the Indian market. The Indian market was intensely competitive with major players like Britannia, Parle and ITC capturing a major share of the market. Should he consider the only the south Indian market based on geography?” Or “Should he target the modern aspirational youth of the country who frequent “Starbucks”? Complexity academic level This case is appropriate for the use in postgraduate course on Marketing particularly on “Segmenting-Targeting-Positioning” (STP) module. The science of STP lies in the collection and analysis of market knowledge and research to understand consumer’s mind, whereas its art lies in generating various implementable alternatives so that the brand can find a place in the hearts and minds of consumers. Supplementary material Teaching notes are available for educators only. Subject code CSS8: Marketing.

Cultural Perception Effects on Customer Experience and Customer Patronage of Branded Alcoholic Bitters Beverage

Under the impact of globalization, consumers from different culture might hold different information processing tendency towards certain concepts and different perception since cultural orientation affects their perception and expectation. Firms are increasingly using the framework of customer experience to define their offering since differentiating one’s product or service is to create memorable customer experience. The purpose of the study is to assess cultural perception in relation to customers’ experience and customer patronage of branded alcoholic bitters beverage. All the consumers of branded alcoholic bitters beverage in Lagos State and who visited the designated place within the four (4) weeks period made up the study population. 1153 usable research instrument were retrieved based on the researchers’ judgment through convenience sampling technique and data collected were analyzed using descriptive and inferential statistical tools. T-test of multiple regression analysis were used to analyze factors in the independent variables and their effects on the dependent variable. The study revealed that cultural perception, customer experience and customer patronage have a very strong and positive relationship therefore, concluded that there is strong positive relationship between cultural perception, customer experience and customer patronage based on the consumers’ cultural perception as they try to experience the product. It is therefore, recommended that Organizations, Marketers, and other stakeholders in relation to marketing of alcoholic bitters beverage understands how to play along cultural perception by building and creating a strong attributes of perception of the product in mind of consumers. Also, conduct customer experience survey from time to time in order to monitor and obtain information on how to sustain and improve the consumers’ feels about their product by focusing on those factor that will help build a long-lasting and mutually profitable relationship with its’ customers.

Strategi Kepala Madrasah Dalam Membangun Brand Image Madrasah

This research focuses on the madrasa head's strategy in building an image of the madrasa. Brand Image is a set of assumptions that exist in the minds of consumers about a brand which is formed from various sources. In building a brand image, a strategy is needed. Strategy is a method used to mobilize all the capabilities of all the resources available in the organization so that they can work together to achieve the goals that have been set. This research uses a descriptive qualitative method involving data collection techniques in the form of in-depth interviews, observation, and document analysis. The results of this research are: 1. There are stages in determining a madrasa head's strategy: (a) Formulate a strategy before it is determined so that it is easy to analyze strengths and opportunities. (b) Invite all members to be involved in implementing the agreed strategy, and the creativity of madrasah heads continues to develop. (c) Evaluation of the implementation and implementation of strategies that have been carried out together. 2. Brand images that are being built are Images of adiwiyata, sports madrasas, Islamic boarding school-based madrasas, and arts madrasas. 3. Strategy for madrasa heads to build brand image: (a) Increase accreditation. (b) Improving educator performance. (c) Increasing student achievement. (d) Improving programs in madrasas 4. Factors forming perceptions of educational institutions: cultural background, past experiences, and developing news

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The article examines the specifics of product positioning for processing enterprises within the agro-industrial complex (AIC), particularly in the flour and cereal industry. It is demonstrated that the flour and cereal sector holds significant export potential and operates under favorable conditions for sustainable functioning and effective development. Key challenges faced by producers are identified, including the low potential for product differentiation and the monopolized market structure that limits competition. The importance of creating a unique product image in the minds of consumers to enhance competitiveness is substantiated. A multi-attribute model is proposed for analyzing points of parity and differentiation, enabling the formation of a unique selling proposition and supporting informed marketing decisions.

Unveiling The Relation Between Product Placement and Consumer Minds in the 'Stranger Things' Series

Product placement is a marketing strategy that involves the integration of branded products into media content. One of the most popular TV series that effectively uses product placement is 'Stranger Things', created by The Duffer Brothers. This paper analyzes the impact of product placement on consumer behavior in the context of the 'Stranger Things' series. This paper examines the brands that have been featured in the series, the value of their placement, and the effect on consumer behavior. This research uses traditional literature reviews, with analyzing data and journals as the main sources of data. The findings revealed that the appearance of branded products in the series has increased brand awareness and recall among viewers. The paper concludes that product placement in 'Stranger Things' has been a successful marketing strategy that has influenced consumer behavior and it is a step that future marketers should consider.

Perspektif Konsumen Pada Brand Image Mie Gacoan Terhadap Peningkatan Penjualan Produk

The consumer's perspective on the brand image of a company's product is an important thing to pay attention to in order to help increase sales. A good brand image will create a desire to buy and consumer loyalty . Planting a brand image in the minds of consumers with good communication and labels will help provide information about a product to consumers. Thus, the role of brand image in a consumer perspective to increase sales is very necessary . Consumers will choose goods that have good quality and will also choose well-known brands or brand images. Generation Z is now in the habit of eating spicy food, one of which is noodles with various levels of taste and spiciness. Because of this consumer behavior, companies can develop various kinds of innovations. Advertisements in mass media continue to appear to increase product sales. In the process of purchasing an item, buyers will use their personal perspective to assess the quality of the item. Currently, Mie Gacoan is a spicy noodle brand that is growing rapidly, as shown by buyers' interest in long queues and a 24-hour opening system in several of its outlets. From this, we are interested in conducting research which aims to find out the consumer's perspective regarding the role of brand image in increasing product sales at the Mie Gacoan company. The method used is a literature review and a qualitative approach. Data sources used as references are research data, research reports, scientific journals and trusted official websites. The results of this research show that brand image plays a positive role in increasing product sales and is the most influential factor compared to other factors.

Identity and Nation in Coca-Cola's Thanda Narratives in India: A Semiotic Study

When Coca-Cola re-entered the Indian market in the era of government-initiated liberalization, privatization, and globalization in the 1990s, one of the major challenges it faced was to again penetrate the Indian soft drinks market and acquire a considerable market share over a period of time in view of the fact that it was a foreign brand which had pulled out of Indian market owing to unfavorable legislations in 1977. Given this scenario, Coca-Cola, despite being a global brand with a high recall value, faced tough competition from popular Indian brands like Thums Up, Limca, and Gold Spot, which enjoyed a larger market share during the early 1990s. To meet this challenge, Coca-Cola launched a series of television commercials in Hindi, the national language of the country, featuring its brand ambassador, Aamir Khan, a popular Indian actor. Considered to be one of the most creative and popular advertisement campaigns of its times, the commercials specifically aimed to create a favorable narrative for Coca-Cola in the minds of Indian consumers. All the different versions of the commercial had a common but powerful punch line, which played a major role in positioning the brand at par with the long-standing Indian brands in the market. This research article undertakes a semiotic analysis of the commercials, particularly with the aim of establishing the narrative(s) they offered and how that narrative was instrumental in giving Coca-Cola the makeover it needed to compete with the Indian brands.

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With the economic growth and fierce competition in our country, it is not enough for SMEs to simply produce goods and services and offer them to the market to continue their existence. Market conditions are constantly changing due to globalization and changes in customer expectations. Due to changes in consumer expectations and strong competition, SMEs' continued existence requires them to create brand value and a strong brand image for their products. The brand ensures that the business and its goods and services are perceived differently from its competitors, due to the perception it creates in the minds of consumers. Brand positioning is defined as an effort to place a product/brand somewhere in the mind of the consumer. The aim of positioning is to place the brand in the mind of the consumer in order to maximize the potential benefit of the business. The purpose of this article is to theoretically analyze the formation of brand positioning strategy in small and medium-sized business entities and to contribute to domestic literature. In this work, the concept of small and medium business was first defined. The principles of brand positioning and marketing are theoretically defined. In addition, the use of social media and strategic positioning of small and medium-sized businesses was theoretically analyzed, and the principles of successful brand positioning were considered. The methods of systematization, deduction and induction of scientific literature were used in the research work.

Impact of Brand on Consumer Psychology: A Case Study

The paper deals with the results of the primary research which purpose was to examine the impact of brand on influencing consumers to purchase a product. The goal of the paper is to stress the fact that the brand has an impact on customer decision-making process. Original primary data within the primary research were collected by using a quantitative method of questionnaire. Into the quantitative research was involved selected group of 1,250 respondents. Partial results of the complex research conducted between 2009 and 2014 are subject to the content of the paper. Primary research was conducted continuously during the period of six months in 2014 in Slovakia. An established questionnaire was pilot tested and revised before it was used. As the statistical method was used chi-square test. Based on above stated subject area of research have been formulated two hypotheses focused on relationship between the age of respondents and purchasing branded products and between the age of respondents and brand preference. We have found that purchasing of branded products and preference of brand origin depends on the age of consumers. Keywords: Consumer psychology, brand image, Consumer behaviour toward product, brand image in consumer mind.

Exploring ethical consumer behavior: a comprehensive study using the ethically minded consumer behavior-scale (EMCB) among adult consumers

Exploring ethical consumer behavior: a comprehensive study using the ethically minded consumer behavior-scale (EMCB) among adult consumers

Mindfulness, spiritual well-being, and sustainable consumer behavior

Although there has been considerable research interest in how mindfulness affects consumers’ pro-environmental behaviors, extant research has not fully clarified the underlying mechanisms through which mindfulness is related to sustainable consumption. This study examines mediating effects of spiritual well-being in regard to the relationship between mindfulness and sustainable consumer behavior. Four different types of sustainable consumer behavior are examined: general ethically minded consumer behavior, voluntary simplicity, direct environmental behavior, and support for green products. The study was conducted with 467 French consumers: 208 consumers who have undertaken formal mindfulness training (mindfulness-based stress reduction program) and 259 consumers who have never undertaken any mindfulness training. The findings show that mindfulness is related to sustainable consumer behavior through the personal, communal, and environmental domains of spiritual well-being. However, the links between mindfulness and spiritual (personal, communal, and environmental) well-being are primarily evident only among consumers who have undertaken formal mindfulness training. Thus, this research demonstrates how mindfulness affects sustainable consumer behavior and identifies conditions under which these effects are observed. Policy recommendations in the form of supporting and subsidising mindfulness training programs and other initiatives that enhance spiritual well-being, to facilitate greater sustainable consumer behavior are proposed.

What Were You Thinking? Analyzing Thought Processes in The Presence of Brand Love

This study attempts to obtain a glimpse into the minds of consumers concerning how information is processed differently in the presence of brand love. Guided by the theories of brand love, attachment theory, and source credibility, two studies are conducted in which consumers were given various messages by various sources about a brand they identify love for. These consumers are then asked to provide thought listings, therefore providing a better understanding of how consumers process new information, and how likely they are to seek additional information under various circumstances involving brands they love. Similarly, the effects of brand love on source credibility are also examined. Results indicate that although message valence plays a role in tendencies to seek additional information and source credibility, the presence of brand love may alter this relationship.

Factors Affecting Consumers Compliance Intention: Consumption Tax Evasion as an Ethical Dilemma

Consumption tax evasion (CTE) is an ethical dilemma that can enlarge the presence of the shadow economy. The empirical literature mainly focused on the ethical dimension of the business community, thus there is insufficient literature related to the ethical decision-making process on the consumer’s side. So, the present study attempts to explore the ethical decision-making process of consumers regarding CTE. The study used three major components of Jones’s Issue Contingent Model to study the consumer’s ethical decision-making regarding CTE. The study proposes a conceptual model by linking idealism, relativism, religiosity and attitude with the three components of the issue contingent model. The result of the study was based on primary data collected from consumers in the Kerala State. The data obtained was examined using the PLS-SEM technique which confirms the influence of idealism, relativism and attitude on the moral recognition of consumers regarding CTE. The result also concludes that moral recognition leads to moral judgement, which in turn, plays a vital role in inculcating moral compliance intention in the minds of consumers.

Image Style of Information Startups: Means of Implementation

The purpose of the publication is to establish typological features in the means corresponding to the needs of creating an image style of information startups, to determine the conditions for the correlation of these means with the practice of creating a corporate and corporate style and the main differences from them. Research methodology: methods of complex and comparative analysis are applied. The scientific novelty consists in establishing an increased number of image style components compared to brand or corporate constants, as well as in the ability of such components to be descriptors of the overall emotional values of the project and to work on their active translation into the information environment. It was established that the components of the image style should create an individualized and, at the same time, quite universal graphic code, which can be implemented only under the condition of combining variable communicative elements, and their visual impact should be embodied in the signs not so much of objects or phenomena, but in the characteristics of emotional states. The composition of means that most strongly influence the construction of an image style includes the stability of compositional connections between communicative elements and the constancy of scale-proportional combinations of coloristic masses. Conclusions. In the design of the image style, the use of communicative elements (even those already implemented by competitors) is not a disadvantage, but a structural basis for the formation of associative influence in each specific project, but it first of all requires a justified choice of components of the visual code and compositional means of their presentation, corresponding to the needs of each specific startup. The main condition for the introduction of differently coded visual components in the design of the image style should be their compliance with the thematic content of startups and its emotional and image projection, which should be recorded and imprinted in the minds of consumers.

A Study on Consumer Perception Towards Green Marketing with Reference to Pondicherry

The history of green marketing dates back to the 1980s when green marketing was first proposed. Climate change, increased globalization and industrialization have increased interest in the green economy among business people and consumers. Recent research shows that businesses are becoming increasingly aware of their social responsibilities. They see social responsibility as a good strategy to create an image in the minds of consumers. As consumers become more concerned about the environment, consumer needs are changing and consumers are willing to have green policies or green products such as low energy consumption (energy saving), organic food, lead-free paint, recycled paper, phosphorus-free hand, etc. disinfectant., electronics, etc.) has become a major driving force. This paper aims to study the perceptions and preferences of consumers in Pondicherry regarding business green and products. Data were collected from 100 participants. Convenience sampling technique was used to select the participants. A convenient questionnaire was used to collect relevant data from the sample participants. The analyzed results show that there is a relationship between consumer awareness and marketing strategies and product research indicating that consumers are green consumers, and it has a positive impact on consumers’ purchasing behavior. .

Analysis of the Mechanism for IKEA to Improve Its Brand Reputation Through Integrated Marketing

As a world-class home furnishing company, IKEA occupies an important position in the current international furniture industry. The success of IKEA has also been studied and analyzed by many scholars. The study found that IKEA's success is not only dependent on IKEA's good marketing choices, but also on IKEA's good reputation among consumers. This study will start with IKEA's marketing decision-making. Authors use the 4Ps model as the theoretical basis to study the success of IKEA's marketing strategy, and combine IKEA's marketing success with IKEA's good reputation to explore how IKEA can improve the good reputation in the minds of consumers through successful marketing choices, so as to achieve profitability. In this study, authors find that IKEAs success is very relevant with IKEAs high popularity. This high popularity is result of IKEAs great marketing mix. So, the authors will study the relationship between IKEAs marketing choice and high popularity.

An Analytical Study on Effectiveness of Advertising on Branding

Abstract: This research paper delves into the profound influence of effective advertising on the process of branding. Advertising serves as a pivotal tool in shaping the brand identity, perception, and recognition in the minds of consumers. The paper reviews various methods to assess advertising effectiveness, including quantitative and qualitative metrics, tracking consumer engagement, and analyzing market trends. By scrutinizing real-world examples of brands that have effectively harnessed advertising to reinforce their brand image, the research underscores the symbiotic relationship between compelling advertisements and the creation of enduring brand equity. Furthermore, the paper discusses the potential challenges and ethical considerations that arise when employing advertising to build and enhance brands. It investigates the balance between creating impactful, memorable ads and maintaining authenticity and transparency in brand messaging.

Investigating the Impact of Neuromarketing on Consumer Purchase Intention (Case Study of Sports Goods Customers in Ardabil City)

The purpose of this research was to investigate the effect of neuromarketing on consumer purchase intention (a case study of sports goods customers in Ardabil city). The current research is applied research in terms of purpose and descriptive-analytical in terms of nature and content. Also, the present research is of causal modeling type or structural equation modeling type. The statistical population of this research includes all private sports clubs and sellers of sports goods in Ardabil city, which due to the unavailability of the study population, the statistical population was determined to be unlimited. Considering that the statistical population is unlimited, the sample size was determined to be 352 people. Also, the sampling method of the present study was clustered. The measurement tools include neuromarketing questionnaire (Azeimi et al., 2014) and consumer purchase intention questionnaire (Mahdavi, 2015). The content and form validity of the questionnaires were confirmed by the management professors and then Cronbach's alpha reliability (AVE) was reported as 0.83 for the neuromarketing questionnaire and 0.88 for the consumer purchase intention questionnaire, respectively. The method of analyzing the information and data of this research is using descriptive statistics and inferential statistics and In order to analyze the hypotheses of the research, the method of structural equations was used using Imus version 23 and SPSS version 19 software. The findings of the research showed that neuromarketing has an effect on the purchase intention of sports goods consumers. Therefore, it can be concluded that the use of neuromarketing can affect the senses and minds of customers and prepare the minds of consumers for repeat purchases so that they intend to buy sports products again.

IOT ENABLED SMART ADVERTISEMENTS RECOMMENDER FOR SHOPPING MARTS

Product advertisement is very crucial in a successful business for several reasons, Advertisement helps increase the visibility of a product. With so many products available in the market, effective advertisement ensures that your product stands out and reaches a wider audience. Advertising a product is also a way to build and reinforce brand awareness. Consistent advertisement helps in creating a strong brand image in the minds of consumers, also the consumers will remember and choose their products when making a purchase. Continuous and strategic product advertisement is essential for the long-term success of a business. It helps in maintaining visibility, adapting to market changes, and staying relevant in the eyes of consumers. Product advertisement can indeed present various challenges, and addressing these challenges effectively is crucial for a successful marketing campaign that is 1) Small company budgets can restrict the range and effectiveness of products advertisement activities 2) Evolving consumer preferences and behaviours can make it difficult to predict how to effectively reach your audience 3) If your brand is not well-known, getting attention for your product can be a hurdle 4) Not fully understanding your target audience can lead to ineffective advertisement strategies. However, the Internet of Things (IoT) plays a significant role in product advertisement and overcome the above listed issues by providing innovative ways to enhance customer engagement, streamline marketing efforts, and gather valuable data for targeted campaigns. This Research investigate the real-time product advertisements using IoT devices and allowing different companies businesses to monitor the advertisement campaigns instantly and remotely for targeted products over different marts and different city locations. We achieved successful results on each remote location as well as targeted mart using ESP-8266 WiFi deployed on each product shelf. In this architecture the overall communication held over the http protocol using RestFul API and Arduino.