The South African breakfast market consists of several brand products for cereal products, and some of the products are produced locally while others are imported. Cereal products are classified under fast moving consumer goods (FMCG). The majority of the cereal products are easy to serve. The following brands are common in South Africa and have been listed according to their popularity with consumers: Kellogg's Corn Flakes, Kellog's Special K, Jungle Oats, Cheerios and Weet Bix. Kellogg's Corn Flakes are made from maize (corn) and provides guidelines daily amounts (GDA) for each of the nutrients. Branding may consist of building an emotional response or cultural response. As consumers are bombarded with a variety of products to meet the same needs, branding provides a way for consumers to reduce their decision-making to consider only those products that they feel are relevant to them or that have met their needs acceptably in the past. If brand loyalty were a random event, there would be no purpose in making it the object of applied scientific enquiry. Verbal reports are insufficient for defining brand loyalty. Such loyalty requires that statements of bias be accompanied by biased purchasing behaviour. The study was conducted to determine factors that influence the consumers to constantly use a particular brand, and prefer it above other cereal products. A literature and empirical study form part of this study. Questionnaires were used as a measuring instrument to determine which factors the consumer considers important in choosing a particular cereal product. Data analysis was done by means of a factor analysis. A brand loyalty framework developed by Moola was used in classifying the brand loyalty influences. To a large extent the research concluded that brand loyalty in the cereal market is similar to that found in bread, coffee and toothpaste (as per mentioned model). However, some differences with regard to the brand loyalty influences have been found. This study did not determine if these differences are related to cereal as FMCG, or the specific consumer market that was analysed. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

Since the emergence of branding as an approach to marketing, the concept has been received with a great deal of interest and has stimulated ever increasing research in the area. Businesses have realized the importance of retaining existing customers and have begun to identify and apply ways to build long-term relationships with customers. These relationships with customers require an understanding of customer needs, business requirements and the influences that create a long-term relation which is more commonly known as brand loyalty. Several research studies including this one present the results of brand loyalty research in the form of a conceptual framework. From an academic viewpoint, the identification and application of all the relevant influences are essential in the construction of a framework that can guide the promotion of brand loyalty. The aim of this study was to identify the influences that are most important in creating and measuring brand loyalty in the fast moving consumer goods (FMCG) sector. The study builds a conceptual framework using the identified influences and also presents the interrelationships between the influences. The primary theoretical background and concepts in brand loyalty for this study ranged from the history of branding to the results of brand loyalty studies conducted over the past five years. The extensive review of literature and previously tested brand loyalty models resulted in the identification of 12 influences that impact directly on brand loyalty. Reducing the identified set of influences into a manageable set for this thesis involved selecting the most commonly used reliable and valid brand loyalty influences. The empirical study which followed was conducted among a sample of 550 customers who had access to a wide range of FMCG. The empirical study based on the selected 12 brand loyalty influences yielded results that measured the strength of each influence and the interrelationship of influences. The results were analysed by the process of factor analysis, and were presented in the form of a conceptual framework that could be applied in the FMCG segment to measure the strength of brand loyalty influences and determine if the same influences apply to all FMCG. The results of the study confirmed that different influences have different effects on brand loyalty in the FMCG segment. The study revealed that the psychological influences such as brand commitment, brand affect, perceived value and relationship proneness had a far stronger effect on brand loyalty than the brand performance influences such as customer satisfaction or brand performance. Furthermore, the study found an extremely close relationship between influences as far as the specific products were concerned. This study confirmed that FMCG could all be treated as a single entity when evaluating the influences of brand loyalty. The uniqueness and value of the study lies in the evaluation of each brand loyalty influence that is collectively assembled in one framework. The most important contribution of the study is therefore the construction of this conceptual framework through which brand loyalty could be measured and strategically managed. / Thesis (Ph.D. (Business Administration))--North-West University, Potchefstroom Campus, 2011.

The South African breakfast market consists of several brand products for cereal products, and some of the products are produced locally while others are imported. Cereal products are classified under fast moving consumer goods (FMCG). The majority of the cereal products are easy to serve. The following brands are common in South Africa and have been listed according to their popularity with consumers: Kellogg's Corn Flakes, Kellog's Special K, Jungle Oats, Cheerios and Weet Bix. Kellogg's Corn Flakes are made from maize (corn) and provides guidelines daily amounts (GDA) for each of the nutrients. Branding may consist of building an emotional response or cultural response. As consumers are bombarded with a variety of products to meet the same needs, branding provides a way for consumers to reduce their decision-making to consider only those products that they feel are relevant to them or that have met their needs acceptably in the past. If brand loyalty were a random event, there would be no purpose in making it the object of applied scientific enquiry. Verbal reports are insufficient for defining brand loyalty. Such loyalty requires that statements of bias be accompanied by biased purchasing behaviour. The study was conducted to determine factors that influence the consumers to constantly use a particular brand, and prefer it above other cereal products. A literature and empirical study form part of this study. Questionnaires were used as a measuring instrument to determine which factors the consumer considers important in choosing a particular cereal product. Data analysis was done by means of a factor analysis. A brand loyalty framework developed by Moola was used in classifying the brand loyalty influences. To a large extent the research concluded that brand loyalty in the cereal market is similar to that found in bread, coffee and toothpaste (as per mentioned model). However, some differences with regard to the brand loyalty influences have been found. This study did not determine if these differences are related to cereal as FMCG, or the specific consumer market that was analysed. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.

Since the emergence of branding as an approach to marketing, the concept has been received with a great deal of interest and has stimulated ever increasing research in the area. Businesses have realized the importance of retaining existing customers and have begun to identify and apply ways to build long-term relationships with customers. These relationships with customers require an understanding of customer needs, business requirements and the influences that create a long-term relation which is more commonly known as brand loyalty. Several research studies including this one present the results of brand loyalty research in the form of a conceptual framework. From an academic viewpoint, the identification and application of all the relevant influences are essential in the construction of a framework that can guide the promotion of brand loyalty. The aim of this study was to identify the influences that are most important in creating and measuring brand loyalty in the fast moving consumer goods (FMCG) sector. The study builds a conceptual framework using the identified influences and also presents the interrelationships between the influences. The primary theoretical background and concepts in brand loyalty for this study ranged from the history of branding to the results of brand loyalty studies conducted over the past five years. The extensive review of literature and previously tested brand loyalty models resulted in the identification of 12 influences that impact directly on brand loyalty. Reducing the identified set of influences into a manageable set for this thesis involved selecting the most commonly used reliable and valid brand loyalty influences. The empirical study which followed was conducted among a sample of 550 customers who had access to a wide range of FMCG. The empirical study based on the selected 12 brand loyalty influences yielded results that measured the strength of each influence and the interrelationship of influences. The results were analysed by the process of factor analysis, and were presented in the form of a conceptual framework that could be applied in the FMCG segment to measure the strength of brand loyalty influences and determine if the same influences apply to all FMCG. The results of the study confirmed that different influences have different effects on brand loyalty in the FMCG segment. The study revealed that the psychological influences such as brand commitment, brand affect, perceived value and relationship proneness had a far stronger effect on brand loyalty than the brand performance influences such as customer satisfaction or brand performance. Furthermore, the study found an extremely close relationship between influences as far as the specific products were concerned. This study confirmed that FMCG could all be treated as a single entity when evaluating the influences of brand loyalty. The uniqueness and value of the study lies in the evaluation of each brand loyalty influence that is collectively assembled in one framework. The most important contribution of the study is therefore the construction of this conceptual framework through which brand loyalty could be measured and strategically managed. / Thesis (Ph.D. (Business Administration))--North-West University, Potchefstroom Campus, 2011.

<p>The dissertation consists of three chapters relating to pricing strategies. Chapter 1 studies coupons for prescription drugs and their impacts on consumer welfare, firm profits, and insurance payments. Chapter 2 examines consumer brand loyalty and learning in pharmaceutical demand and discusses implications for marketing and health care policy. Chapter 3 develops a framework for estimating demand and supply in an online market with many competing sellers and frequent price changes and proposes optimal pricing strategies for a large seller.</p><p>The first chapter studies an innovative price strategy in pharmaceuticals. Branded drug manufacturers have recently started to issue copay coupons as part of their strategy to compete with generics when their branded drugs are coming off patent. To explore the welfare implications of copay coupons, I estimate a model of demand and supply using pharmaceutical data on sales, prices, advertising, and copayments for cholesterol-lowering drugs and perform a counterfactual analysis where a branded manufacturer introduces coupons. The model allows flexible substitution patterns and consumer heterogeneity in price sensitivities and preferences for branded drugs. The counterfactuals quantify the effects of copay coupons for different assumptions about the take-up of coupons and the ability of the branded manufacturer to direct them to the most price-sensitive types of consumers. The results show that the agency problem between insurers and patients gives a branded manufacturer a strong incentive to issue copay coupons. Introducing copay coupons benefits the coupon issuer and consumers but raises insurance payments. In equilibrium, insurer spending can increase by as much as 25% even when just 5% of consumers have a coupon, with social welfare falling significantly.</p><p>Medicines for chronic conditions like high cholesterol, heart disease, and diabetes are repeatedly used for a long period of time. Consumer dynamics thus plays an important role in the demand for those drugs. In the second chapter, I estimate a demand model with brand loyalty and learning using micro-level data from cholesterol lowering drug markets in the United States. The estimates suggest high switching costs and strong learning effects at the molecule level in the markets. Switching costs raise the predicted probability of choosing the same drugs in a row and learning largely increases patient stickiness to a molecule in the long run. I discuss pricing implications of the estimation results for drug manufacturers, insurance companies, and policy makers. </p><p>The last chapter, coauthored with Dr. Andrew Sweeting and Dr. James W. Roberts, looks at pricing in a different context. We estimate a model of entry, exit and pricing decisions in an online market for event tickets where there are many competing sellers and prices change frequently. We use the estimates from our model to analyze the optimality of the pricing policy used by the largest seller (broker) in the market. We show that the broker's pricing policies substantially affect the prices set by his competitors. When we compare the broker's pricing policy with the prices that our model predicts are optimal we find that the broker sets approximately correct prices close to the game, when his pricing problem resembles a static one, but that he might be able to gain from using different pricing rules and updating prices more frequently further from the game.</p> / Dissertation

Vartotojų elgsenos aktualumas verslo praktikoje ir teorijoje neabejotinas – vartotojų elgsenos, ypač pirkimo sprendimo priėmimo stimulų, kylančių iš vartotojų asmenybės bei aplinkoje esančių ir skatinančių pirkti stimulų išskyrimas. Impulsyvaus pirkimo fenomenas mokslinėje marketingo literatūroje analizuojamas jau daugiau kaip penkias dešimtis. Todėl stimulai, sąlygojantys impulsyvaus pirkimo sprendimą ypač svarbūs – tokių stimulų sukūrimas skatintų vartotojus priimti pirkimo sprendimą per sąlyginai trumpą laiko tarpą, o pastaroji tendencija generuotų pelną organizacijai. Dar vienas itin plačiai mokslinėje literatūroje analizuojamas konceptas – prekės ženklo vertė. Prekės ženklo vertė pagrįsta vartotojo sąmonėje susiformavusiomis teigiamos asociacijos su prekės ženklu, prekės ženklo vertės vartotojui sukūrimu bei vartotojų lojalumu prekės ženklui. Visi pastarieji veiksniai mokslinėje literatūroje traktuojami, kaip skatinantys vartotojo sprendimo pirkti priėmimą. Prekės ženklas įvardijamas, kaip vienas iš impulsyvaus pirkimo stimulų. Darbo objektas – impulsyvaus pirkimo stimulai ir prekės ženklo vertė. Darbo tikslas – teoriškai pagrįsti ir empiriškai patikrinti impulsyvaus pirkimo ir prekės ženklo vertės sąsajas „Nivea“ prekės ženklo pavyzdžiu. Darbo struktūra. Magistro darbą sudaro trys dalys. Pirmojoje darbo dalyje pateikta ir nagrinėta impulsyvaus pirkimo koncepcija, vidiniai ir išoriniai impulsyvaus pirkimo stimulai. Taip pat analizuojami prekės ženklo vertę kuriantys... [toliau žr. visą tekstą] / The aim of this master work – theoretically support and empirically examine the relationship between impulsive buying and brand equity. The structure of thesis. The Master work thesis consists of three parts. The first part of thesis represents and examines the conception of impulsive buying, its internal and external impulsive buying stimulus. It also analyzes the creating factors of the brand value. The analysis of impulsive buying models is also presented. The second part of the thesis represents the structural interface pattern of impulsive buying and the brand equity. The research methodology, aims and tasks are also given. A previous analysis of impulsive buying research results is done. The third part of Master work thesis does the empirical research of the relationship between impulsive buying and the brand equity; the results are generalized. Empirically checked structural model relationshiop between impulsive buying and the brand equity by the example of Nivea brand is done. At the end of the Master work the conclusions are made and suggestions are given. In order to make it more transparent, the work contains of 14 pictures and 17 tables. The theoretical analysis has been prepared using 117 English and Lithuanian literature sources.

Diss. Stockholm : Stockholms universitet, 2008.

Thesis (M.B.A.)--University of North Carolina Wilmington, 2009. / Title from PDF title page (February 23, 2010)

Diss. Lund : Lunds universitet, 2010.

It is important for companies to reach their goal of marketing success and a way for them doing so is to improve their sales and differentiate themselves from their competitors. There is in fact a need for companies to focus on sustainable consumption and how customers are influenced by purchasing these products. Since several research has been studying the impact brand equity has on purchase intention, this paper intends to explain this impact further by adding the context of sustainability. In order to explain this, this paper used a quantitative approach where a survey was sent out. A total of 220 responses were collected and the answers given were calculated through the program SPSS. In SPSS a multiple regression line was conducted where the results could be found, where the developed hypotheses showed acceptance or rejection. The result showed that the variables of brand equity had different levels of impact, where three out of four hypotheses were accepted. Even though one of the variables was rejected, the overall representation of brand equity had a positive impact on purchase intention when the context of sustainability was added.