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Author: Venkata Sai Srinivasa Rao Muramalla Publisher: ISBN: Category : Languages : en Pages : 1
Book Description
Keller defined the perceptions of a store as reflected by associations with the store held in the customer memory. Primary associations with a specific store could be the store's atmosphere, customer service, or location, while secondary associations could be the attitudes towards a particular brand that the store carries, perceptions about the general area in which the store is physically located, or the beliefs about a generic store category or retailing in general. In order for marketing managers to build store equity, marketing managers would need to not only create favorable, unique, and strong primary associations with the store but also evaluate and create favorable, unique, and strong secondary associations with the store. Thus, the original conceptions essentially argued that store image is a developed from consumers' objective and subjective perceptions learned over time. Consumer response to marketing is defined as consumer perceptions, preferences, and behavior arising from marketing mix activity (e.g., brand choice). Customers may exhibit a relatively negative or relatively positive perception of any specific store subjectively classified under a broader schema of the generic, yet associated, store category. Hence this paper studies all such factors influencing the consumers' perception towards a retail store. The findings and suggestions of the study offered followed by the conclusion of the study.
Author: Venkata Sai Srinivasa Rao Muramalla Publisher: ISBN: Category : Languages : en Pages : 1
Book Description
Keller defined the perceptions of a store as reflected by associations with the store held in the customer memory. Primary associations with a specific store could be the store's atmosphere, customer service, or location, while secondary associations could be the attitudes towards a particular brand that the store carries, perceptions about the general area in which the store is physically located, or the beliefs about a generic store category or retailing in general. In order for marketing managers to build store equity, marketing managers would need to not only create favorable, unique, and strong primary associations with the store but also evaluate and create favorable, unique, and strong secondary associations with the store. Thus, the original conceptions essentially argued that store image is a developed from consumers' objective and subjective perceptions learned over time. Consumer response to marketing is defined as consumer perceptions, preferences, and behavior arising from marketing mix activity (e.g., brand choice). Customers may exhibit a relatively negative or relatively positive perception of any specific store subjectively classified under a broader schema of the generic, yet associated, store category. Hence this paper studies all such factors influencing the consumers' perception towards a retail store. The findings and suggestions of the study offered followed by the conclusion of the study.
Author: Venkata Sai Srinivasa Rao Muramalla Publisher: ISBN: Category : Languages : en Pages : 10
Book Description
This paper was deliberated the consumer buying behavior in purview of marketing mix activities in retail outlets in Saudi Arabia. Survey of 150 customers in Al Kharj region was revealed that majority were felt happy to shop at both organized and unorganized retail outlets. It was found that mainly the feel good factors for shopping had influenced more to prefer the both types of retail outlets. However, the sources of information that was influenced the customers was highly balanced due to their tendency to depend on different types of information sources. The buying decisions of customers were observed more routine and their responses were casual to different types of marketing mix activities that were undertaken by the retailers. It was observed that the factors like cheaper prices, bargains, and credits available at both organized and unorganized retail stores were not that much cumbersome factors that were influenced the sample of respondents in this study. Overall, from the perspectives of customers, this study was identified positive results of marketing mix activities undertaken at retail stores in Saudi Arabia.
Author: Muhammad Arslan Publisher: GRIN Verlag ISBN: 365692144X Category : Business & Economics Languages : en Pages : 26
Book Description
Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: The objective of this research is to determine the relationship between brand image, service quality and price on consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention. The findings also documented that consumers in large retail stores don’t bother prices because consumers consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image and service quality. Normative and informative susceptibility have positive effect on brand image. The recommendations and suggestions are very helpful for managers and operators of large stores. Brand image depends on informative and normative susceptibility.
Author: Publisher: ISBN: Category : Languages : en Pages :
Book Description
The purpose of the research is to determine the level of disconnect between retail associates and consumers through a comparison of perceptions, attitudes, and opinions of evaluative criteria within the apparel retail purchase environment. Specifically, the research examines the influence of store displays, retail associate product knowledge, retailer return policies, and product attributes on consumers' purchase decision process as described by the research framework, the Consumer Decision Process by Blackwell, Miniard, and Engel (2001). The study provides marketing implications to retailers allowing them to a) adapt marketing mixes and tailor competitive strategies to retain their current target market and b) to better shape training programs in order for retail associates to more accurately meet the needs and demands of consumers, thus leading to a higher level of satisfaction and loyalty. A two-phase methodology is used to collect qualitative perceptions from forty retail associates followed by the collection of quantitative attitudes and opinions of 800 consumers in three different retail channels, department, national chain, and specialty. Data was analyzed using analysis of variance, chi-square analysis, and paired t-tests. Results from the two phases were compared in order to determine similarities and/or differences between retail associates and consumers, as well as to validate or refute previous literature. Similarities in opinions were found in the influence of return policies on consumers' purchase decisions. Whereas, differences in opinions were found in the influence of store displays, retail associate product knowledge and importance of product attributes when making a purchase decision.
Author: Prem Kumar Publisher: Anjuman Prakashan ISBN: 9391531687 Category : Reference Languages : en Pages : 102
Book Description
The marketing industry is experiencing a revolution in the emerging era. A wide range of items and services are available in the digital market. Through social media, the Internet has evolved into an intelligent agent that allows for complex interaction between networks of individuals. Customers can quickly find the best product or service cost. The goal of this article is to look at the numerous elements that influence customer purchasing decisions. The impact of psychological elements on customer purchasing behavior is investigated. The study is based on consumer perceptions and satisfaction in order to better understand consumer buying behavior and decision-making in the social market.
Author: Una Glennon Publisher: GRIN Verlag ISBN: 3346278433 Category : Business & Economics Languages : en Pages : 70
Book Description
Bachelor Thesis from the year 2020 in the subject Sociology - Consumption and Advertising, Dublin Institute of Technology, course: International Business, language: English, abstract: This research project explores the consumer awareness of fast fashion amongst Irish consumers aged between eighteen and twentyfive. The aim of this research is to explore the level of awareness consumers have regarding fast fashion. Additionally, it intends to explore what the term “Fast fashion” means to young Irish consumers. Furthermore, this research aims to provide information on consumer perceptions of fashion retailers. Moreover, the research also intends to highlight whether those perceptions play a role in the buyer decision process. The key findings suggest that consumers fail to associate the ethical and environmental concerns that are synonymous with the fast fashion industry. Moreover, the research also exposed a failure that there is a disconnect between the term fast fashion and the manufacturing methods. Fast fashion and sweatshop labour are not mutually exclusive terms yet fast fashion as a term does not seem to carry the burden of its manufacturing origin. It was found that consumers have intentions of shopping more ethically and sustainably. However, there appears to be several misconceptions in what is currently considered ethical fashion among consumers which would affect the consumers ability to make an informed purchase decision. Cognitive dissonance being the act of consumers distancing themselves from purchase decisions that contradict their morals to avoid the feeling of discomfort was evident in this study. This research also found that the practice of greenwashing was present in fast fashion retailers advertising which does not portray the true environmental and social impacts of a product to the consumer.
Author: Venkata Sai Srinivasa Rao Muramalla
Author: Venkata Sai Srinivasa Rao Muramalla
Author: Nirmalya Kumar
Author: Venkata Sai Srinivasa Rao Muramalla
Author: Muhammad Arslan
Author: Jacob Jacoby
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Author: 
Author: Prem Kumar 
Author: Una Glennon
Author: Stephen Michael Tong