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URL :  A Study to Indicate the Importance of Brand Awareness in Brand Choice
Author : Hanna Bornmark - Åsa Göransson - Christina Svensson
Detail : 2005 | PDF | 689 Kb | 117 pages

eBook License: Public Access from www.diva-portal.org/smash/search.jsf

According to theory, consumers choose a brand they recognise, before an unfamiliar brand. If the consumers do not choose according to theories, what are the factors that have a greater effect on the buying behaviour?

There is not much research about the effect of brand awareness on brand choice, which is why this subject was investigated. One of the purposes of this dissertation was to do a research about brand awareness; to see to what extent it matters when purchasing the first time in an unfamiliar environment. One of the objectives was to determine if there were any differences in buying behaviour between the chosen cultures. The research group was limited to the students from China, India and Iran at Kristianstad University. Due to the low number of participants from India, we had to exclude them from our analysis.

The research questions were important since they structured the problem that was to be answered and made it easier to limit the scope of the dissertation. The questionnaires that were handed out reflected our research questions.  This made it possible to observe which product the students recognised most and which product they recognised least. The result was used in our analysis. We used the statistic computer program SPSS, to easier see the significance of the results. (From Author)

eBook Contents

Introduction – Method – Literature Framework – Research Model – Empirical Method – Analysis – Conclusions
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