Brand equity and consumer buying behaviour

A sales supervisor in one of our focus groups typifies the social media shopper.

She decides to change the message from "healthy, delicious tea," to "delicious tea, with a conscience," which is more relevant and meaningful to her target market.

Online shopping on social media is much like visiting a Thai market in the offline world, where colorful chaos reigns, bargaining is expected, and a limited-edition product or amazing buy is just around the corner.

What decision-making processes do your customers go through when they choose your product? In the other loop, some other factors are listed down. Moreover, the line between grocery shopping and convenience shopping is blurring.

Different consumers have different characteristics in their life that also influences their buying behavior. By contrast, the typical Southeast Asian consumer is more inclined to save and invest. Within these four levels are six building blocks that further help with brand development.

Local brands have realized the importance of this much earlier than global brands. It comes to judgments and feelings which mainly focus on reputation. This could include joining a club related to the brand; participating in online chats, marketing rallies, or events; following your brand on social media; or taking part in other, outside activities.

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During the same period, some categories—such as frozen meals—grew even more, as much as doubling among some consumers, especially those in MAC households. Thai consumers also spend more time online—three hours per day on average, compared with two hours per day spent by their regional peers.

Of the competing convenience store chains, Big C and Tesco scored highest with consumers on variety, while 7-Eleven received the top marks for convenience and service.

Companies that recognize this characteristic of the Thai consumer can build and leverage brand equity to create strong consumer pull and loyalty.

Keller's Brand Equity Model

Then a Literature review is done related to different researches already done in this field. As incomes increase, however, Thai consumers—particularly upper-income shoppers—are spending even more on experiences such as dining out and leisure travel as well as on luxury products such as watches, jewelry, and smartphones.

Introduction The increasing trend in Smartphone among the people is the main reason that has amplified the interest to research on the topic.

This level is closely related with customer loyalty. If he fails to give a right message to the customers about the high price, customers would wonder why the price is so high. Application Your goal in the last stage of the pyramid is to strengthen each resonance category. Brand Resonance Julie knows that her target customers care deeply about fair trade.

Five Consumer Trends to Watch in Thailand

To deepen our understanding of Thai consumers, we conducted a series of focus groups to explore online behaviors, e-commerce, places where people shop on- and offline, and the evolving role of women in purchase decisions.THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENT Lecturer PhD Ovidiu I.

MOISESCU Babeş-Bolyai University of Cluj-Napoca Abstract: Brand awareness, as one of the fundamental dimensions of brand equity, is. The primary importance of consumer buying behavior lies in the fact, that you can know how the consumer is going to behave.

Studying consumer buying behavior not only contribute to profits, but we can be rest assured that a company which is in touch with its customers, has a sustainable advantage Brand equity – Why are brand restructuring.

Different consumers have different characteristics in their life that also influences their buying behavior. Social factors such as family, groups, roles and status) and personal factors (such as age, occupation, lifestyle, personality and self-concept) are those characteristics that could influence the buyer behavior in making final decision.

Impact of Celebrity Endorsement on Consumer Buying Behavior. 11 Pages Posted: 28 Sep Moreover the tested attributes of celebrity show positive relationship with the buying behavior and brand perception as well.

Sumeet and Ahuja, Manoj and Paryani, Sagar, Impact of Celebrity Endorsement on Consumer Buying Behavior (September 27, The Effect of Brand Equity on Consumer Buying Behaviour - Download as Word Doc .doc /.docx), PDF File .pdf), Text File .txt) or read online.

CONSUMER BUYING DECISION- A STUDY OF BEVERAGE CONSUMERS IN LAGOS STATE, NIGERIA promotional mix on consumer buying decision. Descriptive survey research design was KEYWORDS: Advertising, Brand Image, Consumer Buying Decision, Personal Selling, Sales Promotion.


Brand equity and consumer buying behaviour
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