The writer considers the way brand names influence consumer behavior. The paper is ten pages long and there are fifteen sources listed in the bibliography.
Name of Research Paper File: TS14_TEbrandp.rtf
Unformatted Sample Text from the Research Paper:
Kingdom, March 2003. To Use This Report Correctly, Buyer behaviour is an intangible and difficult behaviour to predict. The entire role of
marketing is to seek to understanding this where possible and then use that knowledge to increase a products potential sales by increasing the market appeal, increasing the understanding of how
a product may satisfy a need or a desire or even creating the desire in the first place. The use of a brand is to increase awareness of the product,
and also to develop a brand personality. This means that brands will have certain association made with their appearance, regardless of where o when they are seen. This may be
to elicit an emotional response, or to increase trust and make the purchase decision more automatic. However, brand recognition and the association of certain characteristics with brands does aid the
marketing pf products. To look at this more carefully buyer behaviour itself will need to be studied. The way in which a consumer
chooses to buy and goods can be seen as key to the understanding of the way that a good or product should be marketed. If we consider an organisation such
as Nescafe, who are well known for their coffee then we can examine this phenomenon in order to develop a model by which to monitor the buyer decision making processes.
It would be wonderful if there was a way that there could be a Pavlovian response to a producer, and the goods purchased on the reaction to a certain stimulus,
which may include brand name, or the association of a brand rather than a generic product with a need. An example of this might be the Coca Cola adverts and