Name: Puteri
Dara Norhayati bt Zailani
Matric no.: SX130407HAFS04
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| Top car brand logo |
In our contemporary society, a brand doesn’t only
portray as a combination of names, design and symbol nonetheless brand describe
the customer’s perception and impression about performance of the particular
product as well. For a person who owns such branded product will reflect his
status achievement, his lifestyle, his economic background and his personality.
This describe brand have a value of high involvement towards individual image.
Nowadays, consumer easily attached to the specific
brand. This prove by when they do purchasing, consumer being selective to
choose their things such as private car, handbag, watch, cosmetic, those
selection made based on branded thing that they have trust and looking for
quality. Studies have shown that, consumer will determine instantly from among
a number of selection that includes well-known brand and unfamiliar brand. This
is due, a well-known brand have their own space in consumer mind and have
excellently creating brand awareness of their product.
To identify and consider the connection between
brand names influence on a consumer purchase decision, I decided to review
theories and survey on factors of influence brand name to the consumer
purchasing decision to buy their dream car. When a consumer intend to buy a
car, they have plenty of brand names in their mind to choose from, however
generally they will purchase a car with bent to the brand name and company
reputation in marketplace due previous experience, trust and the power of word
to mouth marketing tool.
There are six factors of influence brand name to the
consumer purchasing decision in the automobile car industry. These factors
are:-
1. Brand
loyalty
Mostly,
consumer being loyal to specific branded car because the brand has satisfied
consumer need and has obtained their trust in the brand name. Some consumer are
even using same branded car for their generation as their well experience with
the brand performance and expectation.
2. Brand
awareness
Generally,
consumer will decide to purchase well-known branded car as their have knowledge
and being brief inform related to the performance, quality and warranty of the
branded car. Consumer will feel confidence and comfortable to make a decision
towards buying a well-known brand instead of unknown brand.
3. Brand
Association in addition to perceived quality
In
general, consumer consider that well-known branded car have high quality better
than unknown brand. As brand awareness of the product successfully deliver to
the consumer, this cause that brand get well placed in consumer perception and
automatically manufacturer quality service being able to gain consumer trust.
4. Self-esteem
Consumers
determine to purchase certain branded product to enrich their self-esteem and
bring positive feeling to the individual image.
5. Price Strategy
Some consumers neglect the well-known brand and choose to the
lower price brand due to the expenditure factor. Furthermore, car manufacturer
should create a price strategy to be cost friendly to potential consumer which
flexible for certain range.
6. Social
Class
Habitually,
consumer purchase branded cars such as BMW and Mercedes presume that it does
define their prestige level in the society. Every social class has different
choices and preferences for different products and even they have different
tastes and life style.
Most of the consumers decide to purchase cars due to the
brand name, they know brand names wherewithal good quality and they choose the
well-known brand cars with confidence. Customers have many selections in the
automobile industry. So when customers intend to purchase a car, brand name
influences the customer’s decision. Customers consider many things about the
cars; one of the outstanding among them is the brand name. In this competitive
market, brand name is an asset for a company and it can be used as an effective
marketing tool. Every brand name has its own reputation in the customer’s mind.
References:
- 1. Influence of Brand Name on Consumer Decision in Car Choice:
- 2. Influence Of Brand Name On Consumer Decision Making Process- An Empirical Study On Car Buyers:
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