Customer value propositions are formulated by assessing the current market offerings, identifying what customers want, and then developing solutions that meet the market need for a product or service (Anderson et al., ). Figure 1 illustrates the customer value creation strategy; it is the author’s representation of the extant literature Dec 20, · perspective of customer equity. It also presented the shortcomings of current research and pointed out the trends for future study. Keywords Brand Image, Customer Equity, Consumer Behavior 1. Introduction Brand image is the key driver of brand equity, which refers to consumer’s general perception and feeling about a MEASURING CUSTOMER SATISFACTION: A LITERATURE REVIEW. April ; Conference: Finance and Performance of Firms in Science, Education and Practice are asked about their perception about t
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org Consumer Buying Behaviour — A Literature Review A. Abdul Brosekhan M. Muthu Velayutham, M. Abstract: In Present Literature review customer perception Scenario, the Study of Consumer Behavior has become essential. Consumers are the kings of markets. Without consumers no business organization can run. All the activities of the business concerns end with consumers and consumer satisfaction.
Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Consumer buying behaviour has become an integral part of strategic market planning. In order to develop a framework for the study literature review customer perception behaviour it is helpful to begin by considering the evolution of the field of consumer research literature review customer perception the different paradigms of thought that have influenced the discipline.
As described in this article, a set of dimensions can be identified in the literature, which can be used to characterize and differentiate, the various perspectives on consumer research. Literature review customer perception is argued that consumer behaviour itself emerged as a distinct field of study during the s; and is characterized by two broad paradigms, the positivist and the non-positivist.
The positivist paradigm, which is still the dominant paradigm, emphasizes the supremacy of human reason and that there is a single, objective truth that can literature review customer perception discovered by science. The opposing, non-positivist paradigm, envelops the interpretive and postmodern perspectives, which have emerged more recently during the period post to date, literature review customer perception.
The rational view and the ideology of a homogenous social culture and thereby deny the complex social and cultural world in which consumers live. The traditional, positivist perspective takes a very utilitarian approach to the benefits from consumption.
While the non-positivist perspectives place much literature review customer perception emphasis on the symbolic dimensions of choice. The objective of non-positivist research endeavour is to achieve a better understanding of consumer behaviour with no specific intent to influence consumer processes.
This article aims to identify different streams of thought that could guide future consumer research. Keywords: Consumer Buying Behaviour, Traditional Perspectives, Rational Perspectives, Cognitive, Traits, Conventional, Attitudinal, Situational, Positivist Paradigm, Non-Positivist Paradigm.
The knowledge of consumer behavior helps the marketer to understand how consumers think, feel and select from alternatives like products, brands and the like and how the consumers are influenced by their environment, the reference groups, family, and salespersons and so on, literature review customer perception.
Most of these factors are uncontrollable and beyond the hands of marketers but they have to be considered while trying to understand the complex behavior of the consumers. Pre-purchase activity might consist of the growing awareness of a need or want, and a search for and evaluation of information about the products and brands that might satisfy it.
Post-purchase activities include the evaluation of the purchased item in use and the reduction of any anxiety which accompanies the purchase of expensive and infrequently-bought items. Each of these has implications for purchase and repurchase and they are amenable in differing degrees to marketer literature review customer perception Foxall Engel, et al.
Simple observation provides limited insight into the complex nature of consumer choice and researchers have increasingly sought the more sophisticated concepts and methods of investigation provided by behavioural sciences in order to understand, predict, and possibly control consumer behaviour more effectively. This article presents a review of the literature, in the field of consumer buying behaviour. The first section, describes, literature review customer perception, the importance of various factors including lifestyle and its impact on the consumer buying behavior.
The second section describes the dominant, positivistic consumer perspectives. The third section, presents a methodological and analytical overview of the traditional perspectives.
The remainder of this section is devoted to presenting the highlights of the debate between the recent non-positivist perspectives and the traditional positivist-based approaches. This discussion surrounds the issues of fundamental assumptions and techniques of analysis of various alternative modes of enquiry.
The main purpose of this article is to identify different streams of thought that could help and guide for future consumer researchers. Risk aversion is a measure of how much consumers need to be certain and sure of what they are purchasing Donthu and Gilliland, literature review customer perception, Highly risk adverse consumers need to be very certain about what they are buying.
Whereas less risk adverse consumers can tolerate some risk and uncertainty in their purchases. The second variable, innovativeness, is a global measure which captures the degree to which consumers are willing to take chances and experiment with new ways of doing things Donthu and Gilliand, The shopping motivation literature is abound with various measures of individual characteristics e. Measures by Donthu and Gilliland were used to measure innovativeness and risk aversion.
PERCEIVED FIT Perceived fit is an attitudinal measure of how appropriate a certain channel of distribution is for a specific product, literature review customer perception. QUALITY It is our aim to provide the best product for the consumer and we believe that if the products have quality the consumer will pay the price, says Amal Pramanic, regional business director.
Oral-B PACKAGING Packaging establishes a direct link with the literature review customer perception at the point of purchase as it can very well change the perceptions they have for a particular brand. A product has to draw the attention of the consumers through an outstanding packaging design.
Earlier packaging was considered only a container to put a product in, but today, research in to the right packaging is beginning at the product development stage itself. It spends large sums annually on packaging research. PROMOTION The greatest challenge faced by companies today is holding and increasing their market share and value.
This is always a strenuous exercise and one of the tools for the same is marketing. There is no specific game rule available for using these marketing tools. The reason is: each promotional literature review customer perception has its own characteristics. catalog, internet, and bricks-and-mortar retailer. Through frequent use consumers should become accustomed to using the channel which reduces their apprehension and anxiety in purchasing products through the channel.
A brand attitude cannot be performed, unless a consumer is aware of the brand. In memory theory, brand awareness is positioned as a vital first step in building the bundle of associations which are attached to the brand in memory Stokes, FAMILY INFLUENCE A family exerts a complex influence on the behaviors of its members.
Prior family influence research has focused on intergenerational rather than intergenerational influence in consumer generationalisation. As has been compellingly demonstrated, parents influence children. Yet, consumption domains clearly exist where sibling efforts may also be exerted. Two groups of motives, functional and nonfunctional, have been proposed by Sheth Functional motives are associated with literature review customer perception, place, and possession needs and refer to rational aspects of channel choice.
Whereas non-functional motives related to social and emotional reasons for patronage, literature review customer perception. The functional motives included: convenience, price comparison, merchandise assortment, literature review customer perception.
The nonfunctional literature review customer perception entail: recreation. Thus, a brief discussion on the early models of buyer behaviour, proposed by economists is presented, followed by a discussion on each of the traditional perspectives in consumer research that emerged thereafter.
These are the behavioural, cognitive, trait, motivational, literature review customer perception, attitudinal, and situational viewpoints.
Overall, the objective of this section is to outline the features and the central arguments of each of these perspectives. While a detailed analytical review of the paradigms is presented in section two, at this stage it is worth noting, that the traditional perspectives while diverse with respect to the many aspects of consumer behaviour they investigate, are fundamentally similar in terms of their philosophical and methodological bases for undertaking the examination of consumer issues.
The early economic view considered consumer behavior in terms of a single act of purchase itself, and post-purchase reactions. Thus, the individual buyer seeks to spend his income on those goods that will deliver the most utility satisfaction according to his tastes and relative prices. The antecedents of this view can be traced back to Adam Smith Alfred Marshall consolidated the classical and neoclassical traditions in economics, into a refined theoretical framework which came to be known as the theory of marginal utility.
His theoretical literature review customer perception aimed to simplify assumptions and thereby examine the effects of changes in single variables e. For example, Eva Muller reported a study where only one-fourth of the consumers in her sample bought with any substantial degree of deliberation. The Marshallian model ignores the fundamental question of how product and brand preferences are formed.
The behavioural perspective therefore focuses on external environmental cues such as advertising that stimulate consumer response through learning. The strategic emphasis, of the behavioural modification theories, for example, are to devise a set of expanded behaviour modification techniques e. that can be used to influence, modify, and control consumer behaviour Peter and Nord While a number of researchers have proposed models to study learning principles e.
Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time, this second stimulus causes a similar response because it literature review customer perception associated with the first stimulus. Pavlov induced classically conditioned learning by pairing a neutral stimulus a bell with a stimulus known to cause a salivation response in dogs dried meat powder.
The powder was an unconditioned stimulus UCS because it was naturally capable of causing the response. Over time, the bell became a conditioned stimulus CS resulting in a conditioned response CR.
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if a customer has more information and interaction with the brand he is more use Web social media to shape public perception of products and services. Literature review Consumer perception has an equivalent role to play in the growth and development of the automobile industry (Pednekar, ). Negative customer satisfaction and decreased customer loyalty continue to emerge MEASURING CUSTOMER SATISFACTION: A LITERATURE REVIEW. April ; Conference: Finance and Performance of Firms in Science, Education and Practice are asked about their perception about t
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