Consumer Behavior & Marketing Strategy (original) (raw)
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An Investigation of the New Generic Consumer
Journal of Consumer Marketing, 2007
Purpose – This research is designed to characterize new generic consumers and assess their willingness to purchase generic brands in non-generic product categories. Design/methodology/approach – A total of 500 generic consumers participated in the study. Participants were customers of two large private chain stores in central Israel, known for their abundance of generic products. Findings – the paper finds that new generic consumers have a somewhat different profile than that of generic consumers of the 1980s. Furthermore, generic consumers are prepared to purchase generic brands even in categories not defined as generic. Research limitations/implications – The study focused on a market characterized by economic instability, which may contribute to strong readiness to purchase generic brands even in product categories not generic by definition. Future research is needed to study the profile of the new generic consumer from the perspective of cultural differences among countries and not within countries. Practical implications – The willingness of generic brand marketers and retailers to enter product categories not defined as generic will open new business avenues and a create a relative advantage for them over their competitors, while guaranteeing a larger market segment and an increased volume of sales in the short term. Originality/value – This research is the only one which has examined generic brand consumers' buying power, on four types of buying behaviors based on the degree of buyer involvement and the degree of differentiation among brands.
Milk production is an integral part of the food consumption and it contains many nutrients and provides a quick and easy way of supplying these nutrients to the diet within relatively few calories. Milk, the most suitable food for young mammals, provides both energy and the building materials necessary for growth. The main objective of this study is to examine the relationship between the promotional strategies and brand awareness and find out to what extend the promotional strategy mostly impact on brand awareness of milk power brands in Nuwara-eliya district. Questionnaire survey and interviews were used to collect primary data from a cross section of dairy consumers and the researcher obtained response from 100 households in Nuwara –eliya district through random sampling method. Promotional strategies such as advertising, sales promotions, personal selling, and direct marketing were considered as the independent variable and the brand awareness was considered as the dependent var...
As the world market becomes increasingly competitive, a variety of sales promotion techniques need to be implemented by marketers in order to stand out among their competitors. Overtime, as consumers become increasingly sensitive towards the sales promotion strategies, marketers need to identify the most suitable sales promotion strategy to be implemented in their products (i.e.: monetary or non-monetary sales promotion strategies) in order to increase the number of consumers; purchasing behaviors and avoid any potential negative perception. This article has revealed that besides serving as a short-term profit marketing strategy, sales promotion has the potential in helping the marketers to achieve long-term profits through influencing the consumer’s self-perception and self-satisfaction and in the development of loyal customers.