Volume 2, Issue 3, June 2013, Page: 58-66
Influences on Brand Selection Decisions of Staple Goods: A Study on Toothpaste Users of Khulna City
SANDIP SARKER, School of Management & Business Administration, Khulna University, Khulna, Bangladesh
SALAHUDDIN YOUSUF, School of Management & Business Administration, Khulna University, Khulna, Bangladesh
MUHTARIM ZUBAIR MONZOOR, School of Business, University of Alberta, Edmonton, Canada
Received: Jun. 24, 2013;       Published: Jul. 20, 2013
DOI: 10.11648/j.jwer.20130203.14      View  3343      Downloads  480
Abstract
In present society and living way, the Brands not only represent the symbol of the company or product but to a larger extent define the general life of a person. What the person uses can reflect his taste of life, his status in the society, his economic background and many other things. This makes a deep connection between the company and its brand, with the consumer. In today’s time customers are very deeply connected to the brands. When they purchase any product like a car, mobile, items of daily need, brand name influence the consumer’s choice. Some customers purchase the specific branded things just due to the brand name. Customers believe that brand name is a symbol of quality. Toothpaste is one of the consumer goods that we purchase on a regular basis. This paper has explored the factors that affect the brand selection of toothpaste in the Khulna region. A pilot survey has been conducted to find out the factors regarding the brand selection decision of toothpaste. Then a structured questionnaire has been developed measuring 20 variables. The relative importance of the variables was evaluated by the survey outcomes. Results show that several factors are influential for the toothpaste brand selection e.g. quality, advantages of using product, duration of freshness, Smell, perceived performance, brand awareness, product Attribute etc. The study also reveals the problems and identified probable solutions to overcome these problems.
Keywords
Brand, Toothpaste, Variables, Consumer’s Choice
To cite this article
SANDIP SARKER, SALAHUDDIN YOUSUF, MUHTARIM ZUBAIR MONZOOR, Influences on Brand Selection Decisions of Staple Goods: A Study on Toothpaste Users of Khulna City, Journal of World Economic Research. Vol. 2, No. 3, 2013, pp. 58-66. doi: 10.11648/j.jwer.20130203.14
Reference
[1]
Berkman, H. W. (1992). Twenty years of the journal. Journal of the Academy of Marketing Science, 20(4), 299–300.
[2]
Bhasin. H, (2006). "Personal factors affecting consumer buying behavior". From www.marketing91.com
[3]
Brian P. Brown, Alex R. Zablah, Danny N. Bellenger and Naveen Donthu (2012), "What Factors Influence Buying Center Brand Sensitivity?," Industrial Marketing Management 41(3), 508-520.
[4]
Burmann C, Jost-Benz M, Riley N (2008). "Towards an identity-based brand equity model". J. Bus. Res., 62: 390–397.
[5]
Erenkol, A, D. and Duygun, A. (2010) Customers‟ perceived brand equity and a research on the customers of Bellona which is a Turkish furniture brand, The Journal of American Academy of Business, Vol.16, No. 1.
[6]
Ghoderwar, Bhimrao (2008), "Building Brand Identity in Competitive Markets: A Conceptual Model", Journal of Product and Brand Management, Vol.17, No:1, pp.4-12.
[7]
Gladden, J. M., & Milne, G. R. 2004. Examining the Importance of Brand Equity in Professional Sport. In S. Rosner & K. Shropshire (Eds.), The Business of Sports (pp. 188- 193). Massachusetts: Jones and Bartless Publishers.
[8]
Jacoby, J., Olson, J. C., & Haddock, R. A. (1971).Price, brand name and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology, 55, 570-579.
[9]
Jacoby, J., Speller, D., & Berning, C. (1974). Brand choice behavior as a function of information load: Replication and extension. Journal of Consumer Research, 1 (1), 33-42.
[10]
Kotler, P. and Keller, K.L. 2009.p276-p278, Marketing Management. 13th Edition, Pearson Prentice Hall, New Jersey.
[11]
Kotler, P., & Armstrong, G. (1996). Principles of Marketing (7 ed.). Upper Seddle River: Prentice-Hall.
[12]
Low, G. S. and Lamb Jr, C. W. 2000. The Measurement and Dimensionality of Brand Associations, Journal of Product & Brand Management, Vol. 9, No. 6, pp. 350-368.
[13]
Mahalingam1, S., Kumar, P. Nandha, 2012, "A study on consumer behaviour towards selected fast moving consumer goods in Coimbatore city", Indian Journal of Education and Information Management, Vol: 5, Issue:11, pp 493-494
[14]
Mahmud. k, G. Khonika, 2012, "Factors Influencing The Extent of Brand Loyalty of Toilet Soap Users in Bangladesh: A Case Study on Dhaka City", Global Journal of Management and Business Research, Volume 12 Issue 15, pp 1-2
[15]
MOTAMENI, R. AND M. SHAHORKHI (1998), "Brand Equity Valuation: A Global Perspective", Journal of Product and Brand Management, 7 (4), 275-290.
[16]
Mullarkey GW (2001). The influence of brands in the fashion purchasing process. University of Auckland Business Review, 3(1), 56-71.
[17]
Puth, G., Mostert, P. and Ewing, M. (1999) Consumer Perceptions of Mentioned Product and Brand Attributes in Magazine Advertising, Journal of Product & Brand Management, 8(1), pp. 38-49.
[18]
Rajagopal (2008), Measuring Brand Performance through Metrics Application, Measuring Business Excellence, 12 (1), 29-38.
[19]
Rao, Akshay R. and Kent B. Monroe. (1989). 'The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review," Journal of Marketing Research, 26 (August): 351-357
[20]
RICHARDSON. P. S. , A.S. DICK, and A.K. JAIN. 1994. Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing 58: 28-36.
[21]
Ronnie Ballantyne, Anne Warren, Karinna Nobbs (2006), "The evolution of brand choice", Journal of Brand Management, 13:339-352
[22]
Shimp, T.A. and Bearden, W.O. (1982) ‘Warranty and Other Extrinsic Cue Effects on Consumer’s Risk Perceptions’, Journal of Consumer Research 9: 38–46.
[23]
Srivastava, R., Shervani, T., & Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis. Journal of Marketing, 62 (1), 2–18.
[24]
Wel, C.B.A. Iche, Alam, S. Yed, Nor M. Sallehuddin, (2011) "Factors Affecting Brand Loyalty: An Empirical Study in Malaysia", Australian Journal of Basic and Applied Sciences, 5(12): 777-783, ISSN 1991-8178, PP. 777
[25]
Yoo, B., Donthu, N,.Lee.B., (2000), "An Examination of elected Marketing Mix Elements and Brand Equity". Journal of the Academy of Marketing Science.
[26]
Zeithaml, V.A. (1988) Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing 52(3): 2-22. https://en.wikipedia.org/wiki/Khulna
Browse journals by subject