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Running Head BRANDING CONSUMER BUYING BEHAVIOUR Influence of Branding on Consumer Buying Behaviour Name of the writer Name of the institution Table of Contents Chapter I Introduction4 Introduction4 Research Objectives6 Purpose Of The Study7 Consumer Support for Imporved Working Conditions8 Hypothesis10 CHAPTER II LITERATURE REVIEW11 Anti-dandruff Labeling Campaigns and Consumer Behavior11 A Case Study21 Introduction22 Method24 Results25 Discussion31 CHAPTER III METHODOLOGY34 Sample and Procedure34 Questionnaire35 CHAPTER IV DATA ANALYSIS AND RESULTS39 Respondent Profile39 Identification of Hair wash Brand Users40 Relative Utility of Product Characteristics41 Prediction of Future Hair wash Shampoo Purchases42 The Hedonic Framework44 Psychographic and Demographic Characteristics of Brand Users versus Nonusers49 CHAPTER V DISCUSSION53 CHAPTER VI CONCLUSIONS60 ENDNOTES65 REFERENCES67 APPENDIX77 Influence of Branding on Consumer Buying Behaviour Chapter I Introduction Introduction The haircare industry is in a state of flux characterized by change being the rule rather than the exception A relatively stable environment has been replaced by constant threats of branding mergers reorganizations and liquidations The only thing certain is that the industry will never be the same During the last several years the British economy developed a trickle-down effect which altered the perceptions of the consumer and consequently the shampoo retailer and wholesaler about using shampoo in terms of priorities needs and desires The unsettled times of the 90s changed the buying habits of the British consumer who has become more aware of style and pricing considerations The demand for using shampoo has been affected by considerations including the following Downsizing and the prospects of downsizing have diminished the disposable income consumers are willing to allocate to shampoo purchases Corporate UKs increasing trend to relaxed hair care standards in the workplace Consumer behavior patterns have in turn significantly altered the way in which both the shampoo retailer and the wholesaler conduct their business strategies Until recently it did not appear that
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