Consumer Perception
Consumer Perception
REVIEW OF LITERATURE
2.0. Introduction
2. Introduction
Review of literature is an early step for conducting research. Review of related literature is
conducted to enable the researcher to get a clear understanding about the specific field of
study. It also helps the researcher to have an insight into the tested methods, procedures
and interpretations of similar studies conducted elsewhere. The literature review helps
researcher to remove limitations of existing work or may assist to extend prevailing study.
been made to study previous researches in the field consumer perception and buying
consumer unit is one or more persons who collectively generate income and allocate
it for consumption among the members of the unit’ .Making it more clear it can be
said that the term customer unit refers domiciliary which includes individuals,
enhanced and dampen with increasing levels of perceived quality and with
judgments of quality are likely to be affected by the quality suggested by such exotic
cues as brand name and price. Brand name, price, store name/image, and country of
3) (Bhattacharya, C.B. &Sen, S., 2003)3: Customer behavior advert to the mental ,
people buy, what, when and why they purchase. It amalgam the aspects from
tries to evaluate the access on the customers from groups such as ancestry, friends,
are also yield by retail stores selling the products. Sales or the service of the sales
ladies or the clerks could be determined by the package or visual appeal of the retail
outlet. moreover, consumers may select distinct products/brands not only because
these products gives the functional or performance benefits expected, but also
This research was executed with objectives as to study the purchase behavior of the
buyers of class men’s attire and the impact of advertising on their purchase
decision. Hence from the study it could be concluded that most of the times
purchasers visit the showrooms of branded attire with the intension of shopping
impetuous. However, compared to female, male buyers visit the showroom for
passing the time; the number of people visiting the showroom with a brand in mind
is same as the number of people visiting the showroom with no brand in mind; And
“Customer Shopping Behavior among Modem Retail Formats: A Study of Delhi &
formats in Indian scenario among (Sumathi, 2003). Objectives of the study are to
analyze the factors that affect the buyer's decisions among the modern retail
formats and to inquiry the comparative strength of these factors in buying decision
of the consumers.
7) Mishra, (2009) 7: On the basis of primary as well as secondary research the authors
beamed that retailers tries to apply their own offerings upon consumers and usually
over look the schemes and offerings expected by the customer which eventually
cause the dissatisfaction (Fornell, et al., 2006; 2009). It is also been noticed that in
it averages the weary and the cleft. Hence, Individual understanding is adorable
8) Jayashree Y (1998)8: “In the matter of textiles, the consumers go for a wide range
of fabrics to select them, and their desire changes according to the season and
character of goods that appears in the market. A prudent approach to clothing needs
and expense makes the customer more impressive participates in entire market
segmentation index for companies to meet their consumer’ needs and wants;
both sexes and to supervise marketing mix decisions (Mitchell and Walsh,
2004)9.
2.3. Influence of Brand Preference on Consumer Buying Behavior
9) Elliot,R. &Wattanasuwan, K., (1998)9 :Brand preference ascribe to eclectic
demand for a company's brand rather than a product; the degree to which
customers select one brand over another brand. In a perusal to build brand
impressive, the target consumer will prefer the brand over other brands in any
category.
10)Henry, W. A., (1976)10: The fashion boosted by the presence of celebrities and
socialites who actually accord to the making of the specific brand. In the events we
generally grasp that the public who are from higher part of the society, are
seated on the front rows of a fashion show or any other big sociable event. Though
many times the product does not necessarily fulfill a commitment, but they develop
desire and feelings. So these products are generally preferred by this particular
11)(Kahle, L. R., 1983)11: As a survey conducted in Poland concluded that the Polish
students opiate Polish products like electronics, clothing, cosmetics and variety
customers to purchase only those products made in their own country. Patriotism is
Likewise even some Indians would optate products made only in India.
2.5 Consumers` Perception And Their Economic Background
12)Jones, B., (1996)12: The target audience plays a very important role in the
achievement of the product. The competitive markets these days are cataract with
multiple discretion but the consumer select his choice as per his financial standing.
The size of the dent in his pocket makes him prioritize his needs. For instance: In
spite of there being number of shampoos in the market, an average middle class
family chooses to buy sunsilk because it fits into their monthly budget. However the
13)Barry Berman and Joel R. Evans, (2007)13: "As HNI customers become more
discerning about their expenditure in luxury goods, the desire luxury handbag
category players are accretion the bar in uniqueness, exclusivity and artistic value to
satisfy customer demand for true luxury," said Milton Pedraza, CEO of the
Luxury Institute. "The Judith Leiber brand is rated as much for being a work of art
as it is rated a luxury by the only pundits who count wealthy customers who can
purchase the brands. Candid surveys are placed on the principle that highly
with independent panels, and uses third party analytical firms to tabulate the
results so that the true voice of luxury consumers is aggrandizing for the benefit of
the market today, as an decent customer would definitely adopt a product that is
cheaper than a product which is above his budget. Although brand image comes into
picture, but it’s the money that plays vital role in the consumer behavior. It is the
pricing of the product that affects or influences the consumer to go ahead and
15)(Reda, Susan, 2001)15: When marketers discuss about what they do as part of
their liability for marketing products, the tasks aide with setting price are
constantly not at the top of the list. Marketers are much more likely to discuss their
other tasks that are vista as the more interesting and exciting parts of the job.
important tool to create awareness rating of your brand up there in the stratosphere
and it totally depends on the celebrity whom you are appointing as brand
ambassador for your brand. When we made Mr. Amer the brand ambassador for
Instruments Ltd has now renewed Mr. Amar contract and raised its annual ad spend
by 25 per cent to touch Rs 05 crore this year. Premium now accounts for 40 per cent
chocolate bar as ‘Dairy Milk’ and noodles as ‘Maggi’, you have made a confer to a
brand manager’s success by diagnosing the brand’s name that enacts the product.
If you can build a powerful brand, you will have a effective marketing program. If
you can’t then all the advertising, decorative packaging, sales promotion and public
18)R. B. Balki, Sethi, R., Smith, D.C., Park, C.W. (2001):18 Executive Creative Director,
Lowe, says, “Today organizations believe that celebrity endorsements are the simple
way to develop awareness for a particular brand in the mind of the consumer. It also
depends on how effective a brand uses the celebrity. Sometimes, a good brand
uses a celebrity ineffectively, and there are times when a smaller brand does
extremely well with good use of a celebrity endorser. It is not that the
customer gets tired or confused about the same star accrediting various
sometimes it doesn’t.”
developing, and directing marketing strategies. It includes amend the brand’s acme;
as a brand manager one should first diagnose the competitors brand building
competitors before launching your company’s product and make their weakness
as your strength.
20) Gupta, Monica, (2007)20: The very first thing that strikes our mind when we listen
the biscut word is Parle G. The same thing happens when we think of toothpaste; the
first thing that strikes our mind is the brand Colgate. or in soft drink as Coca- cola.
These brand names are just fitted in our mind’s dictionary to enact the product
itself; this is the basic goal where the brand management concept works. The very
first thing that bangs our mind when we hear the word ‘fast food’ is either a
21)Dwarika Prasad and Gandhi, Amrita V., (2007)21, “Brand management starts
with the building a image of any product; it requires team effort with a
effective marketing plan that concentrate at a consumer division. Apart from this,
customers on how the brand would accomplish them in terms of their needs. This
22)Mishra, Mundra, 2007)22: Brand management consultant, Mr. Sharad Oswal says,
“There is tough competition in the market these days, so if a Specific brand has to
effective way that a product cleaves a permanent niche in the consumers mind.
strategies and using marketing techniques which may constitute a standing for
apparel which helps them to build a positive image and identity for themselves. Peer
impact plays a crucial role in their choice of brands as it assist in their socialization
values and develop an image for the brand. Celebrity endorsements have a big
impact on branded apparel too as they promote certain attributes like apparel
image, quality of apparel and status. Additionally, advertising must be used to not
only create awareness but influence brand image and preference of consumer.
result of the Indian youth consumers involved with brand fashion wear. There was
not much variance in the involvement of females and males towards fashion
apparel.
25)Verma, A.P. and Tiwari, K(2011)25, studies the medium to high potential
customers that international and national brands can target in the Indian scenario.
This study bangs the compartment values of few brands those have achieve success
in the Indian market. Study identified the people are inclining mere brand conscious
26)Yin, H.S. and Susan, S. (2012)26This study reveals the purchase preferences
27)Mittal, P. and Aggarwal, S. (2012)27, In this study it can be said that the consumer
and his behavior is the crucial factor of success in the marketing. It consist all the
physical, metal and emotional processes and concerned behavior which are
which drive the purchase decision toward the branded garments. Also certain
demographic and psychographic profiles have been studied and certain relation has
been developed.
28)Rajput, N and Kesharwani, S (2012)28 this article gives high quality materials and
lot of variety in Indian garment market to gratify the desire of consumers. The
consumers are utilizing the opportunity too. Output of study mentions Indian people
have become highly brand noxious presently. Hence, brand image is not a important
factor in apparel product or brand to buy. Study also mentions attitude of males
that the incident for which an apparel item is purchased does impact the
consumer’s crucial rating of the store environment and there were higher
consumers in Hong Kong found that X-ers are fascinated by a good interior store
layout; and feel good service is essential when buying fashionable clothing. In the
of products, money, users as well as their concerns with the identities and ensuing
32)Magleburg et al. (2004)32 recommended that the teenagers who shop often with
their friends are more vulnerable to informational impact and less prone to
normative influence.
teenagers and found three major impacts sources were considered-peers, parents
companies are joining the retail landscape. After food and groceries division apparel
is the next large retail division and the consumption of apparel is also very large in
volume. Previously the manufacturing brands used to direct the apparel category in
the early days and the penetration of the private label brands was very small. But
now things have converted and private label brands are leading in every segment. In
the apparel segment also many private label brands are leading the competition.
35)Rossiter& Percy, 1987 and Aaker, (1991)35: One of the major components of
information, prospect the gap and make efforts in the direction of fulfilling the established
gap. For this purpose, highlights of several concepts and studies are mentioned in this
Berelson and Steiner (1964) who say that Perception is a process by which we select,
p.42, p.8-23.
6(11), PP. 39, Jaishri, N. Jethwaney, (1999). Advertising, Phoenix Publishing House,
December, p. 121-127
11. Kahle, L. R. (1983): Social values and social change: adaptation to life in America,
13. Barry Berman and Joel R. Evans, Retail Management – A Strategic Approach, 2007,
14. Richins, M. L., & Dawson, S. (1992): Materialism as a consumer value: measure
15. Reda, Susan (2001): Saving customer Services: Are Retailers Up the Task?” Stores
16. Sarika Sharma, Director, Exclussive Writing Instruments Ltd (EWIL), Sharma, R.,
18. Sethi, R., Smith, D.C., Park, C.W. (2001):Cross-functional product development
19. Erdem, Oumlil and Tuncalp (1999): Consumer values and the importance of store
p.137-144{19)
Departmental Store and Trading Shop, WTO, Intellectual Property Right and
21. Dwarika Prasad and Gandhi, Amrita V. (2007): Concept of a Mall: Measuring
Attitude and Perception of Shoppers towards the Malls of Mumbai, Indian Retail
22. Mishra, Mundra, 2007, Brand Management and exclusive strategies, Vol.08, p. 123-
32.
23. Fernandez, P. (2009), “Focus on branding on youth in choice of clothing” Elk Asia
Indian youth”, received (in revised form): 16th August 2010 Journal of Targeting,
branded clothing store and merchandise Levis Stores &Koutons Store in India”.
32. Magleburg T F, Doney P M and Bristol T(2004), “Shopping with Friends and
Teens” Susceptibility to Peer Influence”, Journal of Retailing, Vol. 80, No. 2, pp. 101-
116
33. Mascarenhas O A I and Higby M A (1993),“Peer, Parent and Media Influences in
Teen Apparel Shopping”, Journal of the Academy of Marketing Science, Vol.. 21, No.1,
pp. 53-58.