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Introduction to the impact of branding on consumer purchasing behaviour
Review of related literature about branding
Conclusion The impact of social media on consumers buying behavior
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STATEMENT OF THE PROBLEM
To measure the acceptance of online branding techniques by the Indian customers. If the Indian customers have accepted the online branding techniques, what are factors that affect the customer acceptance is also studied.
OBJECTIVES OF THE STUDY
Primary Objective:
• To understand whether online branding is an effective marketing tool I.e. whether the Indian consumers prefer and accept the concept of online branding.
Secondary Objectives:
• Understand the important factors which affect the consumer preference for online brands
• To conduct a study of various branding methods which are available online.
HYPOTHESIS
1st Hypothesis
Null Hypothesis (H0): Customer acceptance of online branding is independent of availability of information.
Alternative Hypothesis (H1): Customer acceptance of online branding is dependent on the availability of information.
2nd Hypothesis
Null Hypothesis (H0): Customer acceptance of online branding is independent of the availability of purchase options
Alternate hypothesis (H1) : Customer acceptance of online branding is dependent on the availability of purchase options
Data collection and source:
1) Primary data collection method
2) Secondary Data collection method
Primary Data
In this the information is being possessed with first hand information, which is new and fresh.
The tools used by me for the primary data are as follow:
Questionnaire
Observation
Secondary data
The information that is received with the help of Journals, Magazines, Financial reports or which is already present with the company.
References used from management books.
Gathered information through World Wide Web (www).
Support and knowledge provided by Faculty.
ANALYSIS:
Questionnaire Analysi...
... middle of paper ...
...saction when going for an online purchase.
• Featuring in the top search results was found out to be a factor affecting the customer acceptance of online branding.
• When customers go about searching for a product, they should use the correct keywords for search.
LIMITATIONS OF THE STUDY
• Since consumers preferences and tastes are subject to change, the findings of the study may not be fully relevant at future time period.
• Some respondents might have given biased answers which can have an effect on the findings of the study.
• Online market is a very dynamic one, the factors affecting the market changes with time. So the factors considered important in this study can change
• The trends in branding change at a very rapid pace and hence the analysis done might not be of greater importance after a certain period.
• The data collected does not the whole population.
...and camera movements creatively. He uses camera angles to show the intensity of the influence of the characters. Burton not only uses lighting for visuals, but also uses it to add depth to the character. Moreover, Burton uses sound to make the audience empathize with the characters. He uses flashbacks to explain to us why the characters act in a certain way. His camera movements shaped meaning into scenes. The odd characters in his movies seem to reflect a bit about himself. For instance, he felt like an outcast during his childhood, similar to Edward in Edward Scissorhands. He was a lonely sort of person like Willy Wonka in Charlie and the Chocolate Factory. He had a peculiar attraction to supernatural things like Lydia in Beetlejuice. Although Burton has an extraordinary way of composing his movies together, it’s what makes his movies very original and intriguing.
Tim Burton directed many of the famous movie like “Charlie and the Chocolate Factory” or “Edward Scissorhands” as a director. He uses many of the cinematic techniques to establish moods and tones. The moods and tones of his movies are dark and sometimes interesting because of his experience and influence from Walt Disney and Dr.Seuss. Tim Burton uses lighting, sound and zoom to establish his own unique gothic style.
A person does not usually pay attention to cinematic techniques used in a film because one does not think of the details in the movie. These details are a key part in creating the mood and tone. Tim Burton uses similar techniques in his movies to create a suspenseful mood. Many instances of low key lighting were used to create a suspenseful mood. Along with low key lighting, low and high camera angles were used to show authority and importance. Lastly, non-diegetic sound was used to create a dramatic effect while still making the mood suspenseful.
Indisputably, Tim Burton has one of the world’s most distinct styles when regarding film directing. His tone, mood, diction, imagery, organization, syntax, and point of view within his films sets him apart from other renowned directors. Burton’s style can be easily depicted in two of his most highly esteemed and critically acclaimed films, Edward Scissorhands and Charlie and the Chocolate Factory. Burton ingeniously incorporates effective cinematic techniques to convey a poignant underlying message to the audience. Such cinematic techniques are in the lighting and editing technique categories. High key and low key relationships plus editing variations evinces the director’s elaborate style. He utilizes these cinematic techniques to establish tone mood, and imagery in the films.
Tim Burton, a director of numerous successful films, takes you through many stories of unique characters. Although, despite their differences, one still could point out similarities throughout each movie. This is caused by Tim Burton’s cinematic style. This specific style is influenced by his favorite childhood author, Dr. Seuss. Tim Burton uses lighting, camera movements, and editing to build a suspenseful but also calming mood all at once. Burton attempts to convey the contrasting message of darkness mixed within innocence throughout each of his films.
Branding is defined as “the promot[ion] of a product or service by identifying it with a particular brand” (Merriam-Webster, 2015). Branding is also used to create a corporate image or brand by utilizing logos, corporate statements, and other images that will be associated with or displayed on all of that company’s products (Wolak, 2002). A brand is a valuable, enduring asset that is essential in creating and maintaining competitive advantage in an industry (Wolak, 2002; Murphy, 1988). This corporate asset can be just as important as the product or service behind it, because it carries name recognition and peace of mind to customers in the purchase decisions they make everyday (Hall, 2008). Brands essentially work as a “shorthand device” for consumers to evaluate product decisions by conveying a message of uniform quality, credibility, and experience
To begin, Tim Burton uses lighting to send the mixed emotions of child like with darkness. Examples of lighting come from the two movies Edward Scissorhands and Charlie and the Chocolate Factory. In the movie Edward Scissorhands, Tim Burton uses a mix of lighting on Edward. At happier times,when Edward is performing haircuts, the lighting is high key and has a front lighting the face of Edward. This portrays Edward is good although Tim Burton contradicted this decision later showing that Edward is somewhat of an criminal. For example, low key and bottom lighting were used when Edward is walking towards the police as if to seem that he is a criminal. This shows how Tim Burton uses his mixed emotions to make the audience not know what to think of Edward. In Charlie and the Chocolate Factory, the outside
Director Tim Burton has directed many films. He started out working at Disney, but shortly after he decided to make his own films. He split away from Disney because they wouldn’t let him add the scariness and darkness he has in his films. After he left he created many great films and also developed his own style. He uses many cinematic techniques in his films for example he uses close-up camera angles on symbolic items, he uses music to show foreshadowing, and he uses lighting and color to show mood
...of brand equity in an organizational-buying context. Journal of Product & Brand Management, Vol. 6(6), pp. 428-437.
In today’s business brand image plays an important role to market the brand. Now whenever a consumer buy a brand he always observe its image. The brand image is force which is at top of the mind and then consumer likes to buy that brand. Before buying any brand consumer are countered by many psychological situation than they select the brand according to that situation, every brand has different image in consumer mind. Brand A has good image in one consumer mind but on other hand the brand A does not create well image on other consumer it effect the behavior of every individual. The purpose of the study is to inspect the effect of brand image on consumer behavior among the people of Karachi. We will find out that the brand image has
3] Keller, K.L. (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing 57, 1–22.
The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make informed decisions. This paper will discuss the argument that marketing should reflect the needs and wants of consumers rather than shaping these attributes. Due to the speed and ease of obtaining information, consumers do not take at face value strong marketing efforts that appear to be overly aggressive and push a brand rather than just being informative. Brand managers have to be aware of these changing dynamics and carefully craft brand management practices to meet the demands of consumers.
The kind of information I will explore is the knowledge of a specific news or event derived from study, experience or instruction(Webster 1993). This type of information is not something everyone can have access to. This information can separate the successful companies from the one¹s struggling to survive. This information is valuable, and can be bought, sold traded and even stolen. It can be the most important asset a company owns.
Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. In fact, various people have different ideas on marketing and branding. For most of people, or customers, the two are normally combined in their minds or even equal to each other. For example, people could raise Apple as the answer for both questions of "what is good branding" and "what is successful marketing". In fact, they are two separate topics on academic, and branding is just one of the numerous marketing activities apparently. However, the perception of consumers might be a good guide to answer the question.
Every company seeks to create its own brand - a unique and effective image. Purpose of brand is attracting and retaining customers in its market share. Branding in marketing is a complex technology, aimed at making advantageous position a brand from the competition. Facilitating the search for the necessary goods to the buyer, branding in marketing becomes more effective if the consumer product features meet market requirements. It is especially necessary to identify the goods, for a case of unprepared buyer which can not assess the competitive characteristics (for example, high-tech products). The development of technology has had a huge impact on human society. It is reflected in the fact that we are surrounded by complex technical devices that we use every day and sometimes we have no idea of how this thing is located within. Here the brand comes to help the consumer that stands out from all those product characteristics that are important to the consumer and facilitates the understanding of the product.