Brand awareness is a rudimentary level of brand knowledge and recognition which result into complex cognitive process called favorable consumer behavior for marketers. Brand awareness is the potential capacity that a consumer has of recognizing or recalling the name of the brand as an offer of a certain category of product. Brand awareness is a dimension of brand equity that affects the decisions of the consumer both at the affective level and the behavior level. Presumably, marketers expect that brand awareness will keep the brand in the consumer’s evoked set while consumer decides about the brand for consumption. Brand awareness favors the creation of brand image.
Table of Contents
1. Introduction
1.1- Introduction and Background
1.2- Research Problem Discussion
1.3- Purpose
1.4- Limitations of research
1.5- Research Objectives
1.6- Outline of Research
2. Review of Literature
2.1- Consumer Behaviour
2.1.1- Consumer Buying Behaviour
2.2- Brand
2.2.1- Paradigm Shifts in Brand Management
2.2.2- Brand Theories
2.2.3- Brand Equity
2.2.4- Brand Awareness
2.2.4.1- Achieving Brand Awareness
2.2.4.2- Measuring Brand Awareness
2.3- Other factors influencing buying behavior
2.3.1- Brand Loyalty
2.3.2- Quality
2.3.2.1- Perceived Quality
2.3.3- Price
2.3.4- Influence of others
2.3.5- Advertising
2.3.5.1- Packaging
2.3.6- Consumer as Innovator
2.3.7- Image
2.3.8- Convenience
2.3.9- India
2.3.10- Brand Management: A Review of Empirical Research from 1992 to 2004
3. Research Methodology
3.1 - Research Approach Selection
3.2 - Research Philosophy
3.3 - Data Collection
3.3.1 - Secondary Data
3.3.2 - Primary Data (Qualitative & Quantitative Data)
3.4 - Reliability & Validity in the thesis
3.4.1 - Reliability in the thesis
3.4.2 - Validity in the thesis
3.5 - Research Model on the Basis of Review of Literature
3.6 - Empirical Method
3.6.1- Research Design
3.6.2- Reliability & Validity in the Empirical Method
3.6.2.1- Reliability in the Empirical Method
3.6.2.2- Validity in the Empirical Method
3.6.3- Ethical Issues
3.6.4- Sample
3.6.5- Questionnaire
3.6.5.1- Pilot Test
3.6.5.2- Category Questions
3.6.5.3- Rating Questions
4. Analysis & Interpretation of Data
4.1- Background to the Data Analysis & Interpretation
4.2- Statistical Tests Using SPSS Software
5. Conclusion & Recommendations
5.1- Solution of Research Objectives
5.2- Managerial Implications/Insights to Research Model
5.3- Further Research Scope/ Imperatives
Objectives & Core Topics
This doctoral thesis investigates the impact of brand awareness on consumer buying behavior within the Indian market. The primary research goal is to understand how brand awareness affects consumer decision-making processes, specifically when comparing familiar, established brands against unfamiliar or new brands, to provide actionable insights for managerial decision-making in organizations.
- Historical evolution of branding and brand management concepts.
- Theoretical frameworks of consumer buying behavior and decision-making processes.
- The relationship between brand equity components—such as awareness, loyalty, and perceived quality—and consumer responses.
- Empirical analysis of consumer behavior using primary survey data collected in Jaipur, Rajasthan.
- Evaluation of managerial strategies in the context of branding and brand asset management.
Excerpt from the Book
Branding In Ancient Times: Early Bronze IV: 2250 - 2000 BCE - The Indus Valley
The Sumerian and Akkadian economies of third and second millennia BCE were at the core of an international economy that extended from Egypt in the west to the Indus Valley in the east. The Indus Valley or Harappan civilization, located in modern-day India, arose in tandem with Mesopotamian society. The cities and villages of the Harappan civilization covered 1,500 kilometers from north to south, stretching from what is now the southeastern corner of Iran to the region of the Aral Sea in Russia (Moore and Lewis 1999a).
Sir John Marshall and D.R. Sahni began the excavation of two regions of the Indus in 1921: Harappa in 1921 and Mohenjo-Daro, 600 kilometers to the southwest, in 1922. Virtually no written records from Harappan society exist outside of a number of seals from this excavation written in an as yet undeciphered script. As such, dating the rise of the Indus civilization proves a challenge given the absence of written records, however some overlap between Indian and Sumerian artifacts provide a few clues. A consistent pattern of radiocarbon dates, strongly indicates the rise of the Indus cities began around 2600 BCE. The cities reached their peak between 2300-1700 BCE (Lal 1994). Findings from the excavation revealed that the whole of the Indus Valley cultural region was linked together by trade and common cultural, social, religious, and political ties. The civilization of Harappan India represented a vast cultural and linguistic community with the same weights and measures. Red-and-black wheel-made pottery and figurines with painted pottery symbols and seal motifs appears at all of the Indus sites, decorated with animal and geometric motifs (Kenoyer 1994, p. 75). The Harappan cities were home to craftsmen working in stone and bronze, who created little square seals, which they sold to merchants.
Summary of Chapters
Chapter -1 Introduction: Provides the thesis background, problem statement, research purpose, limitations, and the overall research outline.
Chapter- 2 Review of Literature: Reviews consumer behavior, brand theories, and factors influencing buying decisions, establishing the theoretical framework for the study.
Chapter-3 Research Methodology: Details the research approach, data collection methods (both primary and secondary), and the design of the empirical study.
Chapter-4 Analysis & Interpretation of Data: Presents and interprets the collected survey data, linking findings to established branding theories.
Chapter-5 Conclusion & Recommendations: Summarizes the research findings, offers managerial implications based on the research model, and discusses future research directions.
Keywords
Brand Awareness, Consumer Buying Behavior, Brand Equity, Marketing Management, Brand Loyalty, Perceived Quality, Consumer Decision-Making, Brand Management, Indian Market, Brand Personality, Empirical Research, Marketing Strategy, Brand Assets, Consumer Behavior, Brand Image.
Frequently Asked Questions
What is the fundamental focus of this thesis?
This thesis examines the role of brand awareness as a crucial factor in consumer decision-making and its ultimate impact on buying behavior, specifically within the context of the Indian consumer market.
What are the central thematic areas?
The work covers a wide spectrum of branding, including the history of branding, consumer behavior models, brand equity components (such as loyalty and perceived quality), and practical brand management strategies.
What is the primary objective or research question?
The research aims to determine to what extent brand awareness influences consumers when they are forced to choose between a familiar, established brand and an unfamiliar, unknown brand.
Which scientific methodology is employed?
The study utilizes a deductive research approach, combining a thorough review of existing branding literature with an empirical, quantitative analysis of survey data collected from consumers in Jaipur and Ajmer, Rajasthan.
What topics are discussed in the main body?
The main body explores the theoretical foundations of branding, the evolution of branding models, the specific role of brand awareness in low and high involvement purchase decisions, and the influence of cultural and personal factors on buying behavior.
What are the primary keywords that characterize this work?
The key concepts include Brand Awareness, Consumer Buying Behavior, Brand Equity, Consumer Decision-Making, and Brand Management.
How does this study address the concept of "proto-brands"?
The author identifies archaeological evidence, such as seals found in the Indus Valley, to demonstrate that branding characteristics like quality and origin indicators existed long before the modern marketing era, defining these early artifacts as "proto-brands."
What is the significance of the "Goodyear model" in this thesis?
The Goodyear model is used as a conceptual framework to explain the evolving nature of branding over time, classifying brand evolution into six stages ranging from "Unbranded" to "Brand as Policy," helping to explain how market conditions influence branding strategies.
Why did the researcher focus specifically on the Indian market?
The researcher conducted the study within an Indian context to provide localized insights, as there was a noted lack of empirical research regarding the specific effects of brand awareness on consumer buying behavior within India.
- Citation du texte
- Pradeep Kautish (Auteur), 2010, An Analytical Study on Perspectives of Brand Awareness and Its Impact upon Consumer Buying Behavior with a View to Facilitate Managerial Decision Making in Organizations, Munich, GRIN Verlag, https://www.grin.com/document/183448
