Association Between Brand Recall And Consumer Purchase

Published Date: 02 Nov 2017

Teenagers are one of the most important segments for the marketer because this segment is brand loyal for many reasons.Tennagers always want some thing new innovative products, teenagers want to become a trendsetters so this segments always attract to marketers that’s why marketer’s

always try to bring some thing new in the market and try to convey company messages through various communication medium.

Derbaix and Bree (1997) Teenagers play a very important role in purchasing process and the factor that perused teenagers to buy include driver license, credit/debit cards. These factors increase youngster ability to buy a branded goods and it also increased teenager responsibility that include buying daily routines shopping goods which give confidence and become more energetic or take a very active role in consumer decision making process.

Keller (2001) Marketing professionals use different communication channels in order to convey message to the general public about company products or services so that people get the information about product and consumer consider these product while making purchase decision. Marketer also give advertisements to remind the customer about product from time to time so that the customer didn’t forget there brand. Marketers use different ways of advertising which include sending messages through internet, fax, telephone and mail for the awareness of the company brand and also give advertising on television, radio and in newspaper.

Data was gathered by means of survey questionnaire, consisting of questions to infer the existence of the impact brand recall on consumer purchase and repeat purchase intention. Avolio (1991).It has been acknowledged that selecting a survey respondent is well established approach in management research .The data were collected from questionnaire.

3.2 Sample Size

A sample size of 200 cases was used.

3.3 Statistical Technique

For the purpose of data collection the research was based on two variables. The tool that was being used was SPSS. A Wilcox on signed rank test was carried out keeping in view the nature of the hypothesis and the data.

CHAPTER 4: RESULTS

4.1 Findings and Interpretations of the Result

NPar Tests

Table 4.1 Descriptive Statistics

N

Mean

Std. Deviation

Minimum

Maximum

Brand recall influence consumer to purchase brand

200

3.3250

1.65319

1.00

22.00

Customer purchase a brand which comes first in their mind at a time of purchase

200

2.9500

.98608

2.00

5.00

The first table titled descriptive statistics where SPSS has generated descriptive.

It shows the buying decision making process of the consumer whose buying decision process is effected by brand recall factor and top of mind recall factor.

The total number of sample size is 200.

Wilcox on Signed Ranks Test

Table 4.2 Ranks

N

Mean Rank

Sum of Ranks

Customer purchase a brand which comes first in their mind at a time of purchase –

Brand recall influence consumer to purchase brand

Negative Ranks

79a

76.59

6050.50

Positive Ranks

54b

52.97

2860.50

Ties

67c

Total

200

a. Customer purchase a brand which comes first in their mind at a time of purchase < Brand recall influence consumer to purchase brand

b. Customer purchase a brand which comes first in their mind at a time of purchase > Brand recall influence consumer to purchase brand

c. Customer purchase a brand which comes first in their mind at a time of purchase = Brand recall influence consumer to purchase brand

In this table 79 consumer out of 200 purchase a brand which consumer recall first during buying decision making process.

There are 54 consumers whose buying decision making process is affected by the brand recall factor.

In the end there are 67 consumers top of mind recall and brand recall factor does not much affected consumer buying decision making process

Table 4.3 Test Statistics

Customer purchase a brand which comes first in their mind at a time of purchase - Brand recall influence consumer to purchase brand

Z

-3.754a

Asymp. Sig. (2-tailed)

.000

a. Based on positive ranks.

b. Wilcox on Signed Ranks Test

This table contains the Z-value of -3.4752.The test value Z is about normally distributed for samples that are n>10, therefore P=0.000.By examine the final test statistic table shows that the brand recall and creativity factor leads the change in consumer purchase decision making process. In statistic Wilcox on signed rank test is denoted by the test statistic .

4.2 Hypothesis Assessment Summary

Table 4.4

Hyp

Sig Value

Empirical conclusion

Brand recall and top of mind recall are associated with each other

.000

Accepted. Since the result shows the positive relation

CHAPTER 5: DISCUSSIONS, CONCLUSIONS, IMPLICATIONS AND FUTURE RESEARCH

5.1 Conclusion

This study advances knowledge of consumer purchase intention and brand recall. Research found that in buying decision making process brand recall is one of the factors that influence the consumer purchase. As per research it shows that advertising, brand loyalty and the brand recognition of the product are also some other factors that effect the consumer purchase intention.

5.2 Discussions

The primary purpose of the present study is to investigate the association between the brand recall and top of mind recall and its impact on consumer purchase intention and to see the generalizabilty of the research to the population with the sample size of 200 respondents. The purpose is to prove that the brand recall factor and top of mind recall influence the consumer decision making process.

5.3 Implications and Recommendations

Past research has been focused on the impact of brand recall and top of mind recall on consumer purchase intention, therefore the brand recall and top of mind recall factor has been highly under researched area in an under research. Though an extensive literature review

proposed that how consumer purchase intention has the association with brand recall and top of mind recall factor. The literature review has provided the basic theoretical evidence with regard

to the link between the consumer purchase intention and brand recall and top of mind recall. Questionnaire was developed for data collection. Descriptive analysis used to describe the data by using descriptive summary. Wilcox on signed test used to describe the relation between variables by checking the acceptance or rejection of hypothesis and to see the nature of relationship between variables. These findings show the association between the brand recall and consumer purchase intention that there were be lots of other factors that play role in consumer purchase intention.

5.4 Future Research

Adcock (2001) recommended a model which has shown different elements that take place in consumer buying decision making process and the factors that influence the consumer preference. The factors include the consumer demographic, physiological stimuli, social and psychological profile and all these factors affect the consumer choice to purchase a certain product. Study shows that consumer behavior is different in different places and consumer act in different manner in order to make buying decision.

CHAPTER 6: REFERENCES