Brand Quality Inference and Consumer †Free Samples to Students

Question: Discuss about the Brand Quality Inference and Consumer. Answer: Introduction Pakuranga warehouse is the house for locals and tourists. It is a market where the visitors get to bargain the things they want to buy. It is known as the Auckland night markets, is available in six locations, and offers products for all age group (The Warehouse, 2017). To be successful in future the company needs to carry out successful branding strategy and increase the awareness of the brand. The research paper will be conducted to suggest various strategies through which the company can increase their brand awareness it further analyses various methods through which it can carry out its branding strategy ad increase customer base and customer satisfaction. The main aim of the project is to analyze the branding strategy of Warehouse Pakuranga which it will use to increase its awareness in the market. Brand awareness is the extent to which the consumers of the products know about the availability of the brand. It is useful to a brand in many ways and to create brand awareness it is important that the company analyses consumer behavior. Further, it will also analyze the use of brand awareness to increase customer satisfaction and attract more customer traffic. This is because brand satisfaction is yet another important factor a company should consider successful in short period. Literature review According to Choi (2014) effecting branding is essential for any company and it also put an effect on consumer welfare. By creating a good brand awareness the company can create equity for themselves and also increase their brand loyalty. Brand awareness is thus essential for a company to cope up in this competitive environment. Lambert-Pandraud et al (2017) has stated in their paper that creation of awareness is a critical consideration of a company. Thus, while considering the marketing strategy the company should always give a separate consideration on creating awareness for the brand. Brand awareness offers a well-known benefits t the company that carries it out effectively. It is a way through which the company can analyze the awareness of their brand image among their target customers and helps them to provide a unique name to the goods they produce. Brand awareness is an essential tool to fight competition in todays global environment (Sasmita, Mohd Suki, 2015). It is a good way to offer maximum satisfaction to the customer, which is yet another factor to e considered by a company. Customer satisfaction offers a type of metric to the owner of the company through which they can measure their business (Agnihotri et al 2016). Rubio, Oubia Villaseor (2014) suggested four ways through which a company can reduce the risk they offer to the customer such as information gathering, branding, reassurance and brand loyalty. There has been research conducted on the usefulness of social media page for creating brand recognition and awareness aong the consumer. According to the research, the use of social media is increasing day by day and thus it is the most useful platform for any company to carry out their marketing through social media. Moreover, social media also offers a cost effective platform to the company with more benefits compared to traditional tools (Hutter et al, 2013). There are other promotional activities that the brand can adopt other than social media to increase their brand awareness. According to Rubio, Oubia Villaseor (2014), brand awareness and customer satisfaction is considered as a precursor of brand loyalty. Thus, in order to create a strong brand image and offer maximum customer satisfaction, it is necessary that the company offer a good customer loyalty to the customers. It is only through good loyalty and trust the consumers will opt for that brand. This is because the consumers come across many uncertainties and thus they evaluate the risk obtained from the brand. Only after proper evaluation, the customer fixes its decision. According to Jahanshani et al (2014), customer satisfactions are influenced by two factors such as customer service and product quality. A customer only has a trust towards a company only if they get good quality product from them. In addition to this, customer satisfaction is also influenced by the quality of the service they get while visiting the brand store. Thus, to create customer satisfaction a brand should first focus on t hese two factors. Project approaches For the research, a qualitative analysis will be used through which the researcher can analyze the extent of brand awareness Warehouse Pakuranga has created for themselves. For the research, the researcher will carry out a secondary qualitative research and visit the store to ask about their past marketing strategy. Further, the web sources will also be used to analyze recent news on the company. Secondary research will be done on the basis of a questionnaire and the questions will be asked to the management of the company as well as the customers about their perception about the company. There will be both open ended and closed ended questions in the questionnaire. Applicants will get the chance to share their own views. The result will be stated in a descriptive format in order to make it understandable by anyone. The most important ethical consideration of the research is time and quality. Time should be a crucial consideration while conducting the research, as there is a strain in time. Further, the quality of the result should not be falsified as it may disrupt the accuracy of the research conducted. These two are the most important consideration along with few others, which might be a constraint (Ritchie et al, 2013). Project management Time Decision making Formulation of task Structuring the questionnaire Collection of data Compilation of data Analysis Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Figure 1: (Timeline for research) Source: Authors creation The above figure shows the time allotted to different category of works in while conducting the research. This structuring is essential, as time is a constraint while carrying out the research with good quality. To complete the project various types of resources will be used such as human resources, internet and computer. Human resources include the researcher, the respondents of the questionnaire and the customers. References Agnihotri, R., Dingus, R., Hu, M. Y., Krush, M. T. (2016). Social media: Influencing customer satisfaction in B2B sales.Industrial Marketing Management,53, 172-180. Hutter, K., Hautz, J., Dennhardt, S., Fller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook.Journal of Product Brand Management,22(5/6), 342-351. Jahanshani, A. A., Hajizadeh, G. M. A., Mirdhamadi, S. A., Nawaser, K., Khaksar, S. M. S. (2014). Study the effects of customer service and product quality on customer satisfaction and loyalty. Lambert-Pandraud, R., Laurent, G., Mullet, E., Yoon, C. (2017) Lambert-Pandraud, R., Laurent, G., Mullet, E., Yoon, C. (2017). Impact of age on brand awareness sets: a turning point in consumers early 60s.Marketing Letters,28(2), 205-218. Ritchie, J., Lewis, J., Nicholls, C. M., Ormston, R. (Eds.). (2013).Qualitative research practice: A guide for social science students and researchers. Sage. Rubio, N., Oubia, J., Villaseor, N. (2014). Brand awarenessBrand quality inference and consumers risk perception in store brands of food products.Food quality and preference,32, 289-298. Sasmita, J., Mohd Suki, N. (2015). Young consumers insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image.International Journal of Retail Distribution Management,43(3), 276-292. The Warehouse | Pakuranga Plaza. (2017).Pakuranga Plaza. Retrieved 5 September 2017, from https://www.pakurangaplaza.co.nz/stores/the-warehouse/