The Effects of Consumer Psychology on Brands (Research Paper Sample)

Topic: The Effects of Consumer Psychology on Brands
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Table of Contents TOC \o "1-3" \h \z \u Thesis statement PAGEREF _Toc384993623 \h 3Abstract PAGEREF _Toc384993624 \h 3Introduction PAGEREF _Toc384993625 \h 4Literature review PAGEREF _Toc384993626 \h 4Research design PAGEREF _Toc384993627 \h 8Conclusions PAGEREF _Toc384993628 \h 8References PAGEREF _Toc384993629 \h 9
Thesis statement
Product brands are subject to consumer judgments and there are many processes underlying specific brand-related phenomena, from brand extensions to global branding to brand equity. This research paper intends to bring forth a broader understanding of how consumers perceive brands.
Abstract
Consumer judgments of brands create a model which integrates consumer psychology and key brand constructs resulting to different outcomes on extend of sales or acceptability of specific brands in the global market. It is within this framework which this research is based on to point out brand loyalty, purchase and choice of brand products been offered. In the same context a consumer psychology on brands is addressed in regard to the connection, integration, significance, experience and identity that a product has and how the consumers perceives or compare it with others. An insight to the topic points out that consumers have different levels of psychological engagement with brands because of different needs, motives and goals.
Keywords: Consumer behavior; Consumer psychology; Brand; Brand extensions; Brand experience
Introduction
Consumer Psychology aids marketers understand why and how consumers behave the way they do. In specific, psychological concepts such as values, motivation and personality, values, attitudes, and lifestyle are important for interpreting buying process and influencing marketing efforts. Motivation and personality are two related psychological concepts that have specific meanings and marketing outcomes. These two concepts are closely related. Motivation describes the energizing force that arouses behavior to fulfill a need.
Quoting Haugtvedt et al (2008), consumer behavior describes the study of individuals or groups and the process they employ in selecting, securing, and disposing of products or services. It adopts elements from economics, sociology and other spheres of life. This process enables the marketer understand the decision making process of the buyer both as a person and in a group (Haugtvedt 2008). Consumer behavior studies the behavioral variables and demographics in an effort to understand the wants of the consumer. This study bases it focus on customer purchase behavior, with the consumer playing three distinctive roles of user, buyer and payer. Research indicates that customer behavior is difficult to foretell, even for those who consider themselves as experts.
Literature review
The consumer psychology model of brands highlights the effects from unique brand characteristics. It is common to see brands forming relations with other brands and others been conceptualized and accepted as cultural symbols. Responses from consumers towards brands are based on the knowledge of the essential characteristics which bring together communities and people with similar interests. The following model will address consumer perceptions or judgments and the inherent processes which relate to brands
The above model shows that there exist different levels of psychological engagement with brands resulting from differing consumer motives, consumer needs and goals. The five brand- related processes are identifying, integrating, signifying, experiencing and connecting the brand. Identifying refers to the process that consumers undergo in collecting information about a specific brand and analyzing its category and the related brands in the market. It is a process which is subject to the psychological engagement and associations with the brand or inter-brand relations. Integrating process refers to the use of collected brad information and summarizing it into brand personality and brand concept. The consumer will look on issues like quality, lifestyle or innovativeness and then use such characteristics to develop brand personality based on levels of satisfaction. Signifying is mostly illustrated by the price and quality of brands which give informational cues on brand value and other characteristics which consumers based their decisions on. Brands have been used as identity signals by many consumers and strong links exists between personality and brand selection. For instance, a consumer can buy a jeep if he considered himself as tough hence displaying the consumers' self. Experiencing is explained by the sensory, affection and participatory experiences that a consumer holds in regard to a specific as brand. It is normally attained after some period of time and is subject to several sensory perceptions. For instance, aspects like smell, taste and touch make consumers pick a multi-sensory stimulus which can affect their decisions. Lastly, Connecting is explained by different psychological constructs which include brand attitude, brand attachment and brand community. Consumers have different brand attitudes which define their preference or purchase intention. In addition to that, social relationships among users of brands which is defined by brand communities. These brand communities provide recommendations and support to like-minded consumers and this can form a brand attachment which is predictable by the seller.
Consumer lifestyle should be considered as one of the major factors which influence the purchase of both basic and non-basic goods. Lifestyle describes a mode of living that is identified by how individuals choose to spend their time and resources. Psychographics describes the evaluation consumer's lifestyle. Psychographics analyses the needs and wants of the consumer. Lifestyle analysis is one of the most useful aspects to consider in segmenting markets for both new and existing products. Psychographics combines lifestyle and demographics. In why and how consumers make purchase decisions, psychographic claims that: there are ideal motivated people, these are consumers motivated by ideals and therefore guided by principles (Aaker et al 1998). They usually take time to seek information and give durability the highest priority. The second group is known as achievement-motivated groups. These individuals are propelled by achievements for products and services that will prove success to their colleagues. The final group is known as self-expression-motivated groups. These are people who are motivated by desire to express themselves. They are not concerned about the risk or the ideas of others.
One of the dominant assets for customer behavior evaluation is relationship marketing. Through relationship marketing, the importance of the buyer is established. It places significance importance on consumer. There are six stages of the consumer buying process which determine selection of a specific product brand. According to Aaker et al (1998) these stages include: Problem recognition-this describes the difference between the aspired state and the actual condition. The second stage is information search. This is where someone tries to find information about the product. The third stage is evaluation of alternatives. This is when the buyer begins to major on the feature(s) they have been looking for. The fourth stage is purchase decision, followed by actual purchase and eventually post purchase decision. The post purchase decision, the level of satisfaction or dissatisfaction.
Jansson-Boyd (2010) states four types of consumer buying behavior. They include: programmed behavior which involves purchase low priced items. They need very little research and also the decisions do not require a lot of effort. These goods are purchased without a lot of effort or thinking. The second type of consumer buying behavior is limited decision making. This describes the decision being made by individuals who purchase products frequently. These people only require limited time to make decisions. The third one is known as. On extensive decision making, it involves decision on purchasing high quality products. Finally, there is impulse buying. Here the buyer makes an impulse decision and acts without planning.
A consumer making purchase decision will be affected by three main factors: personal, which is different from person to person. It is influenced by demographic factors such as age, sex, and race. It is also influenced by also cultural factors such as who makes decision in the bank and factors such as that. The second factor is known as psychological factor. This describes motives, perception, ability and knowledge, attitudes, personality and lifestyle. On social factors, the consumers' needs are greatly influenced by social class and culture.
Research question:
Is there any relationship between consumer psychology and brand selection?
Research design
This part describes in a vivid manner the procedures and strategies that were used in carrying out this study. Research methodology encompasses elements like research design, study location, target population, sample and sampling procedures, research instruments, pilot testing of the instruments, data collection process, and data analysis procedures (Panneerselvam 2004). The section is an overall plan conceiving to aid the research in answering the research questions. It is a stage where most decisions about the research will be approached as well as when, where and how the research will be completed. In particular, the section describes the target population, the sample sampling producers, research instrument, validity and reliability of instruments, data collection procedures and data analysis. It must be noted that this section is very important to this study becaus...