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    According To Sop

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    Nina Alexine
    SOP 1 summarizes research showing that brand awareness and image significantly influence consumer purchase decisions. Higher brand awareness and a positive brand image make consumers more likely to purchase a brand again. Therefore, brand awareness is an important factor for inducing repeat purchases. SOP 2 discusses how companies can decrease customer uncertainty before purchases by creating a positive brand reputation through promotional activities. This can help customers consider a brand in their purchase process. SOP 3 summarizes several studies finding that factors like quality, brand, price, advertising, and packaging have major influences on consumer purchase behavior, especially for beauty products. Brand, quality, and price are strong competing factors in consumers' decision making.

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    According To Sop

    Uploaded by

    Nina Alexine
    151 views2 pages
    SOP 1 summarizes research showing that brand awareness and image significantly influence consumer purchase decisions. Higher brand awareness and a positive brand image make consumers more likely to purchase a brand again. Therefore, brand awareness is an important factor for inducing repeat purchases. SOP 2 discusses how companies can decrease customer uncertainty before purchases by creating a positive brand reputation through promotional activities. This can help customers consider a brand in their purchase process. SOP 3 summarizes several studies finding that factors like quality, brand, price, advertising, and packaging have major influences on consumer purchase behavior, especially for beauty products. Brand, quality, and price are strong competing factors in consumers' decision making.

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    SOP 1 summarizes research showing that brand awareness and image significantly influence consumer purchase decisions. Higher brand awareness and a positive brand image make consumers more likely to purchase a brand again. Therefore, brand awareness is an important factor for inducing repeat purchases. SOP 2 discusses how companies can decrease customer uncertainty before purchases by creating a positive brand reputation through promotional activities. This can help customers consider a brand in their purchase process. SOP 3 summarizes several studies finding that factors like quality, brand, price, advertising, and packaging have major influences on consumer purchase behavior, especially for beauty products. Brand, quality, and price are strong competing factors in consumers' decision making.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    151 views2 pages

    According To Sop

    Uploaded by

    Nina Alexine
    SOP 1 summarizes research showing that brand awareness and image significantly influence consumer purchase decisions. Higher brand awareness and a positive brand image make consumers more likely to purchase a brand again. Therefore, brand awareness is an important factor for inducing repeat purchases. SOP 2 discusses how companies can decrease customer uncertainty before purchases by creating a positive brand reputation through promotional activities. This can help customers consider a brand in their purchase process. SOP 3 summarizes several studies finding that factors like quality, brand, price, advertising, and packaging have major influences on consumer purchase behavior, especially for beauty products. Brand, quality, and price are strong competing factors in consumers' decision making.

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    of 2

    SOP 1

     Work conducted by (Farris et al.,2010) depicts that the purchase decisions made by consumers
    on a cognitive level are influenced significantly by the brand image and its awareness amongst
    the target market. Research also provides that brands that have a higher level of associated
    brand image and awareness amongst the consumer are likely to be purchased again and again
    by consumers. (Hoyer, Wayne, D., & Steven P. Brown,1990).
     Therefore specifically for inducing repeat purchase behavior in the consumers, brand awareness
    can be considered as a significant contributor Macdonald, Emma, K.,& Byron M. Sharp,2000).
     Many analysts have seen brand awareness as a component that assumes a basic part in
    consumer’s decision of brand. In (Lin and Chang, 2003), the consequence of their study secured
    that brand awareness had the most effective impact on purchasers buy decision. (Hoye&
    brown,1990) as referred to by (Lin and Chang, 2003) their study analyzed the significance of
    brand awareness in consumers decision making process and they figured out that brand
    awareness was an essential element.
     It was revealed from the study that media which is traditional media and new media (social
    media) positively influence the brand awareness.
     In our country, annually 15-20% of cosmetics market is reportedly growing. Comparing to other
    beauty products, demand for skin whitening is driving the trend. As consumers’ awareness
    about their appearance and beauty results in the increasing demand of cosmetic and beauty
    products in the market.

    SOP 2

    Companies can decrease the level of customer dissonance by creating a positive brand popularity
    about the product. Companies have to focus on promotional techniques in order to increase the
    positive brand popularity. Positive brand popularity will help the customer to at least enter in the
    purchase process by decreasing the pre-purchase dissonance in customer’s mind. Brand popularity
    can be created by different promotional activities as most of the companies are spending a lot of
    their revenue in promotions of their product (SOP 2)

    SOP 3

     Parameters’ appreciation for the model was measured at significance levels. The results of
    this study are consistent with previous studies. Positive impact of brand image was proved
    and confirmed by (Arslan&Altuna,2010) and previous researches such as (Fitzsimon et
    al.,2008). This theory illustrate that the unintentional involvement procedures happen in
    majority of the marketing communications tools to expose a brand (Cianfrone et al.,2008).
    (SOP3)
     This study reveals that various factors like quality, brand, price, advertisement and
    packaging have tremendous influences on consumer purchasing behaviour. (SOP 3)
     Consumer’s cosmetic consumption depends on different attributes like Price, Quality, Brand
    name, Brand loyalty and Labeling. All these attributes now become a new trend in the
    market. Currently, people are falling for quality, branded and cheap priced products. Early
    day’s price was the only factor in the mindset of people. But now, all these factors have a
    major role in dominating the market.
     Through this study, it was identified that the five factors, quality product, product price,
    brand name, product packaging and advertising have greater impact on customer buying
    decision. Consumers go through the rigorous thought processing making their buying
    decisions, since there are alternative products which compete in the areas close proximity,
    relatively cheaper price, quality, etc. Brand, Quality and price are one among the strong
    competing factors in the decision making process. When it comes to beauty products, it is
    even more intense that all the five factors play a major role in consumer buying decision.
    (SOP 3)
     It is the dream of any marketer to create a strong connection with consumers and to have a
    long term
    relationship. This dream can only come true if his efforts are completely diverted towards those
    factors which are responsible for building a brand loyalty. This researcher has reported that excellent
    quality factor plays a key role over other factors viz. brand name, price, celebrity marketing, brand
    loyalty programme. Besides this, cosmetic manufactures are required to understand thoroughly the
    buying behavior before implementing any marketing strategy. (SOP3)

    SOP 4

    New products can increase awareness in the marketplace amongst consumers through a number of
    different strategies employing new as well as traditional media. Traditional media based advertising and
    promotions using ATL techniques have the widest reach in the market but can be expensive to manage
    for new products. As a result new BTL launch techniques,(Salcido T.,2011), are innovatively employed by
    businesses to introduce new brands into the marketplace in a more personal way in which consumers in
    the market can relate to the new brands more effectively while reducing the overall costs incurred.
    Popular new media strategies that are being employed by businesses include using internet and mobile
    based network marketing strategies. (Jenkins, H., 2006). (SOP4)

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