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					 International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
  INTERNATIONAL JOURNAL OF MANAGEMENT (IJM)
 Volume 4, Issue 6, November - December (2013)

ISSN 0976-6502 (Print)
ISSN 0976-6510 (Online)                                                           IJM
Volume 4, Issue 6, November - December (2013), pp. 92-98
© IAEME: www.iaeme.com/ijm.asp                                              ©IAEME
Journal Impact Factor (2013): 6.9071 (Calculated by GISI)
www.jifactor.com




     RETAILER’S BRAND AWARENESS: AN EXPLORATORY APPROACH

                          Mr. IRFAN MUMTAZ K.S. MBA, NET, (PhD)
               Research Scholar & Faculty, Al-Ameen Institute of Management Studies,
                      Opp. Lalbagh Main Gate, Hosur Road, Bangalore-560027



 ABSTRACT

 Purpose of the study: This research paper intended to know how the consumer reacts to the
 retailer’s brand. This is also an attempt that to distinguish the effect of retailers brand on the
 purchasing decision of the consumers.

 Approach/ Design: A sample of 500 respondents was drawn from the hypermarkets who are the
 frequent buyers of groceries. Convenience sampling technique will be used to collect the data from
 the customers. The selected locations of the hypermarket are based on the 5 major precinct /zones in
 Bangalore city, namely East precinct, West precinct, North precinct, South precinct and central
 precinct.

 Findings: According to this survey, it’s been observed that the customers are interested to know
 retailer’s brand especially who are the manufacturer/ producer of the products. The customers are
 aware of the products and the brand and also have the clear picture of the rightly associated brand
 with the particular product.

 Conclusion: As customers are interested in purchasing the branded products and thereby branded
 products are enjoying the profit in the market. The good profit margin is anticipated in the groceries
 segment; even local retailers are also seeking good profit in the market.

 Type: Research Paper

 Keywords: Brand, Brand Equity, Retailer’s Brand, Local/Private tags, Customer loyalty.




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International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 4, Issue 6, November - December (2013)

INTRODUCTION

         In today’s competitive environment customers are keen observer of market, marketers and of
course on the products and services as customers have more number of alternatives to move upon. It
has been observed that the marketers are trying different tactics to attract the customers and also by
offering best products and the services to satisfy the customer. Even though this is the situation
where the marketers are providing more alternatives to the customer, it is difficult to expect the good
response by the customers.
         Brand plays very pivotal role in the purchasing of products. Customers are keen interested in
buying the branded products rather than the local/ private labels or tags. Few of the customers
perceive that if they own branded products, it increases the standard of living and projects the high
status. It has been noticed that the concept of brand is more effective when the consumers make a
purchase, consumers show interest in buying the branded products especially when it comes to the
less/ affordable prices.
         Brand awareness is an important factor where the potential customers identify the brand and
they will be rightly associated with the particular product of the brand. Normally customers are
cleverer in this type of the situation where their past experiences make the purchase of the desired
products under the brand and brand image. In brand development, brand awareness is an essential
tool which helps the brand to stand out in the marketplace. This is an attempt that to know whether
the customers are aware of the retailer’s brand. It also focuses on the demographic variables are
effective enough to switch the customers buying decision behavior on the retailer’s brand.
         This research paper follows the below pattern. The first level will be focused on the
Demographic variables effectiveness which switches the customers buying behavior of the retailer’s
brand. Second level is projected on the effect of the brand awareness of retailer’s brand on
customer’s buying behavior. And final level proposed on the findings and suggestions.

REVIEW LITERATURE

      This section focuses on the previous researches, and divided into two main phases namely
Consumer Buying Behavior, Brand Equity.

2.1: Consumer Buying Behavior
        K. Rama Mohan Rao. et. al (2013) observed that there is a boom in organized retailing that
won’t be affect the consumer opinion and perception of the individuals. The factors of ambience,
especially lighting, cleanliness plays add on benefit to the retailing where most of the consumers feel
satisfied.
        Manju Malik (2012) noticed that the combination of store convenience, Product quality,
availability of new products and service quality are considered more by the Indian consumers. It’s
also evidenced that combining these factors helps in manning the customer satisfaction.

2.2: Brand Equity
        Dabija Dan Cristian et. al. Revealed that the Brand awareness, together with other behavioral
indicators (sympathy, trust, image, pleasure or faithful), is one of the major vectors that has a vital
contribution to the outline of brand equity in general and to that of retail brand. The perception on
the stated indicators must be taken into consideration by service or retail companies, production in
order to be able to identify their position on focused markets, and to create an adequate strategy that
would help them reach the desired positioning.


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International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 4, Issue 6, November - December (2013)

         Mohammed Reza Jalilvand et al. (2011) says that if the consumer wants to purchase the
product; perceive quality, brand awareness, brand loyalty, brand associations are most important on
the purchasing decisions. He also suggested that the marketers take initiatives on implementing
Brand strategies which will be remain focused on the Brand Equity.
         Ranga Chimhundu et. al (2010); explores the impact of manufacturer brand innovation on
retailer brands in grocery product categories, It is argued that the consumer packaged goods literature
has largely portrayed manufacturer brand innovation in relation to retailer brands as a competitive
tool that is employed against the retailer brands. It also offers a fresh perspective in explaining the
coexistence of manufacturer brands and retailer brands in grocery retail categories.
         Somnath Mukherjee et. al. (2013) tries to portray the influence of physical evidence on the
dimensions of brand image and consumers experience with the service firm is a determinant to brand
equity an image perception.
         Tsui-Yii Shih (2010) chosen the various brand portfolio structures for the business
performances based on the manufacturers and Retailers. He focused on the consumers’ attitude on
the manufacturer and retailers brand from the retailing outlets. It’s revealed that the manufacturer
brand is high priced and high quality to purchase intention of the consumers.

Objectives of the research

   •   To comprehend the effect of demographic variables on customer’s buying behavior
   •   To know the effect of the brand awareness of retailer’s brand on customer’s buying behavior

Hypothesis

   1) H0: There is no the effect of demographic variables on customer’s buying behavior
      H1: There is an effect of demographic variables on customer’s buying behavior
   2) H0: There is no effect of the brand awareness of retailer’s brand on customer’s buying
      behavior
      H1: There is an effect of the brand awareness of retailer’s brand on customer’s buying
      behavior

RESEARCH METHODOLOGY

Survey Instrument: In this research, a survey method has adopted for data collection from a sample
size of 500 respondents. The sampling technique used was Convenience Sampling method.

Data collection: The researcher visited the consumers personally for the extraction of data. All the
500 consumers are responded to the questionnaire. The response from 500 consumers is considered
for the primary data. Magazines, journals and Internet (web) are used to gather secondary data for
this study.

Tools for Analysis: The tools are used in this research paper is Simple Percentage for the clear and
précised analysis of demographic variables, and Chi –Square is used for the analysis of post purchase
behavior based on retailer’s brand.




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International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 4, Issue 6, November - December (2013)

                     Table 1: Demographic Distinctiveness of the Respondents
                          Demographic Distinctiveness of the Respondents (N=500)
  Sl. No.          Characteristics              Sub Categories            Respondents   Percentage
      1.   Age                           18-25 years                          120           24
                                         26-40 years                          300           60
                                         41-60 years                          80            16
                                         61 & Above                           00            0
                                         Total                                500          100
     2.    Gender                        Male                                 280           56
                                         Female                               220           44
                                         Total                                500          100
     3.    Marital Status                Married                              320           64
                                         Unmarried                            180           36
                                         Total                                500          100
     4.    Qualification                 Matriculation                        20            4
                                         Graduate                             100           20
                                         Post Graduate                        220           44
                                         Professional/ Techies                160           32
                                         Others                               00            00
                                         Total                                500          100
     5.    Occupation                    Housewife                            00            00
                                         Professional                         280           56
                                         Private Employee                     180           36
                                         Government Employee                  00            00
                                         Business                             40            8
                                         Others                               00            00
                                         Total                                500          100
     6.    Income                        50000-100000                         80            16
                                         100001-200000                        180           36
                                         200001-300000                        160           32
                                         300001 &Above                        80            16
                                         Total                                500          100
     7.    Type of Family                Joint                                240           48
                                         Nuclear                              260           52
                                         Total                                500          100
     8.    Size of the Family            1-3 Members                          220           44
                                         4-6 Members                          240           48
                                         7-10 Members                         20            4
                                         Above 11                             20            4
                                         Total                                500          100
     9.    Locality                      Bangalore North                      200           40
                                         Bangalore East                       40            8
                                         Bangalore West                       20            4
                                         Bangalore South                      180           36
                                         Bangalore Central                    60            12
                                         Others                               00            00
                                         Total                                500          100
  Source: Compiled from primary data

Hypothesis Testing
 1) H0: There is no effect of demographic variables on customer’s buying behavior
    H1: There is an effect of demographic variables on customer’s buying behavior

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International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 4, Issue 6, November - December (2013)

          Table 2: Analysis of Variance (ANOVA) for the grouped demographic variables
  Basis of          Sum of Squares      Degree of         Mean Square      Variance Ratio
  Discrepancy                           Freedom (df)
  Between Groups 255.86                 4                 63.84            F Treatment = 28.37
  Within Groups     3.76                3                 1.2533           F Block = 0.5379
  Residual Error    -27.96              12                2.33
  Total             231.66              19
  Source: Compiled from primary data

Since the calculated value of F Treatment = 28.37 at df1 = 4, df2 = 12 and α =0.05 is greater than its table
value F= 3.2502, we reject the null hypothesis and accept the alternative hypothesis. Hence we can
say that there is an effect of demographic variables on customer’s buying behavior.

  2) H0: There is no effect of the brand awareness of retailer’s brand on customer’s buying behavior
     H1: There is an effect of the brand awareness of retailer’s brand on customer’s buying behavior

Brand Awareness of the Retailers Brand

   5- Strongly Agree, 4- Agree, 3- Neither agree nor disagree, 2- Disagree, 1- Strongly Disagree
        Sl.                       Proclamation                     5   4       3     2     1
       No.
         1    I prefer to know the manufacturer/ producer          75 185 150 40 50
              before I purchase retailers brand
         2    I have the knowledge of the other retailers          62 136 238 34 30
              brands
         3    Appreciation of the Retailers Brand is based on      41 197 167 52 43
              the performance
         4    Appearance of the retailers brand creates the        23 232 127 89 29
              impact on consumers awareness
         5    I can distinguish retailers brand from one and       12 221 134 54 79
              others
         6    Physical significance of the retailers brand         34 227 112 96 31
              makes more awareness
         7    Retailers promote their own brands                   43 221 142 51 43
         8    For commemoration of the retailers brand good        37 241 121 67 34
              exposure is required
         9    I like the retailers brand if freebies/discounts are 32 250 156 39 23
              offered
        10    The retailers brand is affirmed in my mind           51 256      98    53 42
        11    I feel retailer brand lasts long in memory due to    43 247 142 36 32
              usage
        12    From my past experience I am able to                 65 246 114 54 21
              differentiate the retailers brand from others




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International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 4, Issue 6, November - December (2013)

Chi – Square Test Value

   Significance Level       Degrees of freedom           Table Value            Calculated Value
           5%                       44                      59.97                   390.96

        The critical (or Table) value of χ2 = 59.97 at α=0.05 and degree of freedom= 44. Since the
calculated value of χ2 = 390.96 is greater than its table value, the null hypothesis is rejected.
Consequently we can say that there is an effect of the brand awareness of retailer’s brand on
customer’s buying behavior

Findings

        According to this survey, it’s been observed that the customers are interested to know
retailer’s brand especially who are the manufacturer/ producer of the products. The customers are
aware of the products and the brand and also have the clear picture of the rightly associated brand
with the particular product.
        Most of the customers are interested in purchasing the retailer’s brand only if they are
satisfied with the previous purchase and performance of the same. It is believed that the physical
appearance of the product is also the way to get attracts and customers think it is one of the ways to
make the awareness of the product in the market.
        It has been observed that the customers differentiate the particular product and brand from the
other. And customers are clever enough to differentiate between branded products and retailer’s
brand.
        Customers are interested to know more about the retailer’s brand only if it is visual and
physical available. And customers are awareness most of the retailers promote their own brands. The
customers are attracted towards the retailer’s brand only the retailer promotes their product with the
good discount or the freebies.

CONCLUSION

         As customers are interested in purchasing the branded products and thereby branded products
are enjoying the profit in the market. The good profit margin is anticipated in the groceries segment;
even local retailers are also seeking good profit in the market. Retailers are launching with their own
brands to tap the untapped market which results more profit to the retailers. The most important task
is that to make the product awareness under the retailer’s brand. Retailers are keeping on following
the Aided awareness, type of awareness which is engendered in the mind of the customers/
consumers. When the customers have been asked for the particular product, first brand name appears
in the mind and then they visualize the product this is the main factor which was observed in the
study. By this we can conclude that the Brand awareness of the retailer’s brand is positive and
retailers will be the new entrants to the existing major players in the sector.

Limitation of the study

        Focusing on the groceries segment is one of the major limitation of this research as many
other related FMCG products are available under the retailer’s brand. Due to the dearth of resource
and time, this research is limited only to the Bangalore region. Even though there are many retailer’s
brand are available in the market only Big Bazaar, Spar, Reliance and More hypermarkets are
considered for this study.

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International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),
Volume 4, Issue 6, November - December (2013)

Scope for future research

       A further research can be conducted on the different type of products under the retailer’s
brand. An analogous research can be carried out in different cities to know the effectuality of the
brand awareness of the retailer’s Brand on customer’s buying behavior. A study can also be
conducted to know the customer’s interest on the quality and the perception of the retailer’s brand.
Further the comparative study can be performed between the retailer’s brand and the local brands.

REFERENCES

1) http://en.wikipedia.org/wiki/Brand_awareness.
2) Dabija Dan Cristian et. al; Study On Retail Brand Awareness In Retail, pp 742-748.
3) K. Rama Mohan Rao. et. al (2013); Customer’s Opinion on small scale retail stores: A case
    study; Indian Journal of Marketing; vol.43 No.5 , pp. 5-15.
4) Manju Malik (2012); A study in customer’s satisfaction towards service quality of organized
    Retail stores in Haryana; Indian Journal of Marketing; vol.42 No.2, pp. 51-60.
5) Mohammed Reza Jalilvand et al. (2011); The Effect of Brand Equity Components on Purchase
    Intention: An Application of Aaker’s Model in the Automobile Industry; International Business
    and Management; Vol. 2, No. 2. 2011, pp. 149-158.
6) Ranga Chimhundu et. al (2010); Impact of Manufacturer Brand Innovation on Retailer Brands;
    International Journal of Business and Management Vol. 5, No. 9.
7) Somnath Mukherjee et. al. (2013); Influencing of physical evidence on service brand image
    dimensions and brand equity; Indian Journal of Marketing; vol. 43 No. 6, pp. 15-27.
8) Tsui-Yii Shih (2010); Comparative Analysis of Marketing Strategies for Manufacturers’ and
    Retailers’ Brands; International Journal of Electronic Business Management, Vol. 8, No. 1,
    pp. 56-67.
9) Sandip Dhakecha, “A Study on Effectiveness of Cause Related Marketing [CRM] as a Strategic
    Philanthropy in Terms of Brand Popularity & Sales”, International Journal of Marketing &
    Human Resource Management (IJMHRM), Volume 4, Issue 1, 2013, pp. 28 - 39, ISSN Print:
    0976 – 6421, ISSN Online: 0976- 643X.
10) Dr.Nandhalal.B, “An Empirical Study on Customers Attitude Towards Service Level and Brand
    Loyalty - Special Reference to Aviva India”, International Journal of Management (IJM),
    Volume 4, Issue 3, 2013, pp. 105 - 110, ISSN Print: 0976-6502, ISSN Online: 0976-6510.
11) R. R. Raval, “Brand Endorsement through Celebrity”, International Journal of Management
    (IJM), Volume 1, Issue 2, 2010, pp. 204 - 207, ISSN Print: 0976-6502, ISSN Online: 0976-6510.
12) Prof. Ass. Dr. DritaKruja and AlkidaHasaj, “Branding in Nonprofit Organizations- The Case of
    Albania”, International Journal of Management (IJM), Volume 3, Issue 3, 2012, pp. 192 - 199,
    ISSN Print: 0976-6502, ISSN Online: 0976-6510.
13) Dhivya Sathish and Dr. D. Venkatramaraju, “Satisfaction of Buyers Towards Retail Outlets”,
    International Journal of Management (IJM), Volume 3, Issue 1, 2012, pp. 115 - 120, ISSN Print:
    0976-6502, ISSN Online: 0976-6510.




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