Effect of brand awareness image and loyalty on buying behaviors of consumers
When the consumer is aware of the brand, he or she gains knowledge about its price and quality among others which makes them get attracted to it. The name of the brand, its image and reputation are important in building trust in customers about that particular product. According to the results, most of the factors are statistically significant 0. Data will be analyzed using the SPSS software. Data was statistically analyzed using Anova, descriptive statistics, correlation and Regression analysis among others. Finally, they decide to purchase that particular product. This shows that there are so many factors that will affect the consumption behaviors of a particular person. These are factors that finally make him to buy the product. 2 Brand loyalty and Globalization Globalization is now making the whole world to be one market.
It has made the whole world to become a single community that is universally spread all over the world. There is an emotional attachment that consumers normally attach to the brand of their choice. For example, if a brand ambassador is consumer’s favorite celebrity. This can make them buy such products since they seek identity with the celebrity who is using the product (VanAuken, 2018). This paper will look at the impact of branding on behaviors of the consumer. It means that factors which make consumers to choose particular brand that can suite their choice and needs. Economy of many countries have benefitted from automobile industry as it absorbs many people especially those that are highly skilled like the engineers. Continents like America, Europe and Asia have greatly developed as a result of operations of this industry.
3 Businesses creating customer loyalty Organizations mainly get in business to get money. This is in terms of profits that can be understood as excess income that is earned on expenses that is incurred by the business. Whenever a business starts, the sellers think of having a wide market base of customers. A business makes new customers daily. The challenge is how to make them to be loyal to that brand for long. In order to make them loyal for long, they need to invest heavily on existing customers. When a consumer becomes loyal to a particular brand, he will always prefer that brand to others that are existing in the market. Whenever he is thinking of buying that product, there will be substitute in his mind because of strong attachment as well as satisfaction that he obtained from that brand.
Such kind of brands used by people to show their socio-economic status in the society is called status brands. They display luxury, wealth or power. The wish to have and maintain a high socio status may also plays a role in making them to be loyal to a particular brand. Particular brands of vehicles are liked by people not because they are durable but because they define them in the society. For example, some people stick to brands like Mercedes Benz to show off their wealth. This was through face-to-face survey which was carried through local university students from. They carried it at a local car show. The respondents were potential buyers who were at the show room looking at the cars.
It was approximated that each survey was to take 20 minutes filling the questionnaires. 1 Design of questionnaires The respondents were first told the main reason for carrying out this survey. After data collection, it was coded and entered into SPSS package. Respondents who participated in the survey were adult people. Children who accompanied their parents were not offered a chance to fill questionnaires. Only those with all information were considered for analysis while those with missing information were disregarded and hence not included in the analysis section. 2 Sample selection Non-probability or non-random sampling technique was used. The difference, which is 540 questionnaires were used during generation of the output results. The results which will be used in the subsequent sections will be based on the demographic data and that obtained from the likert scale section of the analysis.
The analysis part will be concerned with description of important significant of the results. This will be in line with what is known about the purpose of the study and then explain any new understanding based on the results of the research. It will also connect to the introduction part of this analysis. The result was widely done through correlation. This is test of association between two variables. This test therefore aimed to test the relationship or association between any two continuous variables. It is based on the covariance method. The person correlation co-efficient gives the magnitude of association that exists between the two measured variables. 2%) female while male 203 (37. The number of female was almost twice the number of male who took part in the survey.
There was 1 (0. 2%) who did not indicate there gender. Generally, it is expected that male have high interest in automobiles compared to their female counterparts. 0 Total 540 100. 0 The table above shows that many people fall in the upper income level. There were 214 (39. 6%) of respondents who were earning more than $10,000 as their income. This was followed by 147 (27. 0 Total 526 97. 0 Missing System 14 2. 6 Total 540 100. 0 The table above shows the marital status of people. From the above table, it can be deduced that most of the respondents are married. Corporate name Correlation and validity There is a positive association between all the variables that were surveyed under corporate name. The Pearson correlation co-efficient was positive when measured under 0. 000 level of significance. This was a two tailed test. Validity was 87.
2% which is approximately 53%. This is also moderate as it is not very low or very high. Anova The following table is obtained from the spss The dependent variable is behavior of the consumer. The Anova table normally represents the mean values. The mean from the above table is 80. This means that 540 questionnaires which corresponded to 90. 9% were analyzed. This is more than 50% of the questionnaires hence making these results to be valuable and acceptable. 9% is above the required minimum threshold for analysis. The analysis of data has shown that there were more women than male who took part in the survey. From the analysis, the following could be deduced. Most of the respondents are married. If they are not a marriage, then they were once married.
For instance, those who are divorced means that they were once married. Those who are widows were also once married just as those who indicated that they are living together. It is therefore highly recommended that people should manufacturers should invest more on their products in order to meet the needs the needs of the customers. One of the ways the ways that they can do this is through customizing the vehicles so that they meet the requirements of their customers. It is also evident that most of the customers belong to higher earning bracket. It is thus a challenge to all the manufacturers to have classic and luxurious vehicles in their portfolio. Just like it was discussed above, wealth can influence development of a brand.
The survey was done at the entry point of the showroom. This is the first part of the business. it determines if the client will buy the vehicle. This is the stage that a particular brand name can establish their brand name. Should strive to have good receptionist to give the customers the best experienced at the onset of the discussion. In the introduction part, it was discussed that customers will need a brand that can satisfy their needs. They may hardly give what they need to the manufacturers. However, they will go ahead to look for the brand that can best satisfy their needs. With the volume of competition that many businesses are facing in the automobile industry, it is not easy to stand out as a brand that is preferred by many people.
Each business has to work hard through studying the consumer’s behaviors and make products that can meet their needs. Limitations The study tries to establish the ways through which the manufacturers can try to establish a close link with the customers. However, this should be done keenly unless it comes with its own disadvantages. Trying to appeal everyone so as to create a brand can be counterproductive. It can cause the brand of the Company to be diluted. This is especially when you ignore the target market. Once the customers return to make repeat in sales, they normally expect to get the same level of quality that made them fall with that particular brand. No person wants to deal with a company that is inconsistent.
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