دانلود رایگان مقاله حرکت فراتر از وفاداری بررسی تجربی ادراک مصرف کننده هندی برند لاو

ABSTRACT

Each passing day brings new brands to India each vying for a share of wallet in the prospering market. By 2020, the median age of Indian population will be 29 years and owing to the absolute population of India, the presence in Indian market will be rewarding for the multinationals. But the twenty-something targets, because of their ‘variety seeking’ disposition, are a challenge, even for the most experienced marketers. The marketers create brands with a vision to create sustained loyalty, which however gets diluted by consumers coveting for ‘something new’ and ‘something different’. As a defensive, the marketers are now attempting to create an emotional bond with the customers. This phenomenon is termed as brand love and it is likely to influence desirable marketing outcomes such as commitment, positive word of mouth by customers, etc. This research attempts to explore the perceived ‘brand love’ of young Indians. A structured, non-disguised questionnaire was used, data was collected through personal interviews and a total of 160 complete questionnaires were obtained. The findings describe the comparative status of brands loved by the Indian consumers and will help marketers to understand their perceived brand image, customer engagement and attitude of customers towards their brands.

6. Limitations and suggestions for future research

Like other research studies, this research has some limitations, the major one being that the research was conducted in only one part of India, which is a vast and heterogeneous country. As brand love is a relatively new construct, clarity is still needed on scale items that constitute brand love. The target segment selected was millennials, but the perceptions about brand image, engagement as well as customer attitude and behaviour may vary when other customer segments are included. The functional as well as hedonic characteristics that influence consumers attitude towards brand loved may also be included in studies by other researchers. In the present study, the aspect of willingness to buy has been emphasized but the ability to buy aspect has been ignored, which can be taken up by other researchers. Customers’ willingness to pay higher price for the brand loved can also be studied. This phenomenon is of utmost relevance these days because of the changing macro-economic scenario. Continuous research in this domain should be done, to understand consumer buying behaviour and preferences. This will help strengthen brand loyalty and affinity among Indian consumers.