If we have to examine the educational status of respondents; bachelor degree is in first place with %42, master's degree followed with 28%, high school with 27% and lastly phd cames with 3%. The figure of educational status analysis is below.
Figure 8: Results of Educational Status Analysis for Coca Cola
Most of the participants are between the ages of 24-29 with %57. It is followed by 18-23 age range with %28. The figures for other age ranges can also be seen in the figure below.
Figure 9: Results of Age Analysis for Coca Cola
2) Analysis of Brand Awareness for Coca Cola
After the first four basic knowledge questions on the survey participants were asked a question to evaluate the brand awareness of respondents. As seen in the figure, more than 90% of respondents chose the answer of ‘‘I know’’ or ‘‘I know extremely well’’.
Figure 10: Results of Brand Awareness Analysis for Coca Cola
3) Reliability Analysis on Sensory Branding
We used five different variables for the reliability analysis of sensory branding. In order to measure the levels of the brand's sensory branding we’re asked five different questions. As mentioned in the previous sections, sensory branding is based on the five senses. The following two figures are relevant to the topic.
Figure 11: Results of Reliability Analysis of Sensory Branding for Coca Cola
When we analyzed the figure 12 we see that; the exprassion of ‘‘Coca Cola brand has a distinctive qualities with its taste’’ is in the first place with 4.05. On the other hand, the exprassion of ‘‘Coca Cola brand has a distinctive qualities with its smell’’ have the lowest avarage with 3.35. Loo...
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...has a statistically significant effect on brand loyalty for the brand of Coca Cola.
b) Testing Hypothesis for the Brand of Starbucks
H1: Sensory branding has a statistically significant effect on brand loyalty.
When we look the data of sensory branding part of Starbucks we see that most of the values or over 3. The most remarkable point is that the values of the five senses is very close together. When we calculated the avarege of values we can say that results of Starbucks in positive way with 3,66.
The values of brand loyaly part is also quite high like sensory branding. The avarage of brand loyalty for Starbucks is 3,38 and it is in positive way.
Accordingly to this informations, the H1 hypothesis has been recognized for the sample of Starbucks. Sensory branding has a statistically significant effect on brand loyalty for the brand of Starbucks.
Mise, J. K., Nair, C., Odera, O., & Ogutu, M. (2013). Determinants of Brand Loyalty and Product Quality of Soft Drink Consumers. Asian Journal of Business and Management , 1 (1), 8-13.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Coffee, one of the world’s most known beverages. Seen being drinking at work places, colleges, or in the convenience of your own home. There are a variety of companies that provide us the people with coffee. It can be your local market, bakeries, or even fast food places. 3 places that stand out and our known very well for supplying Americans with coffee is Starbucks, Dunkin Donuts, and McDonald’s. From their strategic advertising, deals, and even straight down to the design of their cups, they meet the definition of marketing. We will be examining these 3 companies using the marketing mix which consist of product, price, place, promotion and also cover value based marketing and see how these companies meet these definitions and how they satisfy their customers as well.
Brand identity is about story telling. Using the latest content that has been published, compromising the five best images that reflect the profile of the brand, a consumer-photo-storyboard can be developed to: Describe the profile of the brand; Identify the main communication and publicity themes; and Critically assess the integrated modes of communication with consumers, including limitations and negative content.
A customer’s response falls in two categories, judgment and feelings. Consumers are constantly making judgments about a brand. These judgments fall into four categories: quality, credibility, consideration, and superiority (Keller, 2001). Customers judge a brand based on its actual and perceived quality, and customers judge credibility using the perception of the company’s expertise, trustworthiness, and likability. To what extent is the brand seen as “competent, innovative, and a market leader,” “dependable and sensitive to the interest of customers,” and “fun, interesting, and worth spending time with” (Keller,
Brands have become subjects of increasing interest to marketers over the years. There have been extensive studies to understand the idea of what a brand is. While taking into consideration the success of a brand, the marketers must ask whether - sales, contribution to market share, additional profit margin, loyalty generated, and awareness or corporate image contribution are the key factors that drive the success or failure of a brand. However, today marketers must look from a different viewpoint - not from the viewpoint of those who create, develop and nurture brands but from the point of view of the ultimate audience, the consumers of brands. Therefore, a successful brand understands its perception and therefore the people who perceive it (Keller, 2003).
...s SLK obviously clarifies how essentialness of recognition is important for a brand. In Oman how many number of consumers are eager to spend 15,000 O.R to purchase a Toyota SUV? Not that many. Anyhow many individuals might pay 15,000 O.R for Lexus SLK if it was available at that rate. Interestingly the recognition of Toyota are conservative, competitive, and common sense. However the Lexus is an image of extravagance, prevalent quality, and tastefulness. In this manner the insightful progressions of individuals' brain and perspective of brand quality influence the purchase decision making. One average sample of sensor promoting, might be Lexus with their strap line, 'The loudest sound you hear inside the Lexus is yourself considering'. It is locked in to shopper's sound sense, communication of the buyer remains in hush to test how tranquil a Lexus motor truly is.
At first only yuppies went to Starbucks, but now it attracts a much wider demographic of customers including people of different ethnic backgrounds and ages. Today, Starbucks has the striking number of 25 million people visitors in its stores each week . This success is due to the combination of high quality drinks and friendly environment with good music, comfortable chairs, and good services. This creates the “Starbucks experience” which customers can relate to that lead to brand loyalty. In addition, Starbucks needs to deal with customers’ cultural preferences in all its worldwide locations to maintain customers’ loyalty. (See Figure 2) Also see Figure 3 for influences on the consumer purchase decision process.
Consumer motivations to branded coffee shops are most influenced by three factors which is past experience or familiarity, convenience of location or travel and friends or family or with friendly staff, high quality of coffee and food, good atmosphere and good reputation the most important aspects for branded coffee shops.
“A Product is something that is purchased by consumer and it is also made from a factory. Consumers have a deeper memory towards a successful brand. (ALAMGIR, 2010) This statement shows the people can determine the influences of brand advertising influence the consumer buying behaviour especially brand image, brand loyalty and brand awareness. As we all know, brand history informs us how people used the brand to identify themselves. Brand marks generally are used to represent the brand on the products and to promote the brand through the advertising. Consumers can easily differentiate the product among all the others brand easily. It is also used to justify the purchase decision of the consumer and increasing consumer awareness
Sensory evaluation is a scientific disciplines that analyses and measures human response to the composition of food and drink. The examples of sensory evaluation included appearance, touch, odour, texture, temperature and taste.
There is a strong presence of brand preference when it comes to consumer taste in the coffee industry. Most consumers drink the same brand to which they were first introduced. This might be the brand of coffee their parents drank or even the brand that their work provides in the office. When brand switching does occur, it usually is to anoth...
2002). One cannot forget the associations created with the product are service wills always a role in defining the brands identity as they play a part in the brands choice in the mind of the consumer. It is valuable aspect to note that a brand can be associated to the product or services offered and can related to purchase point and functional or emotional benefit- which will be discussed further in the study. The consumer tends to link the product or service with the brands identity e.g. when one thinks of BP they think gas station. It the role of the brand strategist need to ensure that the when one considers a brand in the product perspective, the main elements considered are the product scope – referring to associations with the product class, product related attributes, quality and value, uses and use occasions and users (Aaker et al.
A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory of Cadbury in terms of the customer-based brand equity (CBBE) model.
With clear core values towards providing quality coffee, the best service, and atmosphere, Starbucks has enjoyed great success since it was founded 30 years ago. The company has being doing very well for last 11 years with 5% or more store sales increase, even with the rest economy still reeling from the post-9/11 recession. However recent research, conducted to Starbucks, have showed some concerns regarding company’s problem meeting customers’ expectations.