An Analytical Study on Perspectives of Brand Awareness and Its Impact upon Consumer Buying Behavior with a View to Facilitate Managerial Decision Making in Organizations

Table of Contents

1. Introduction

1.1- Introduction and Background

1.2- Research Problem Discussion

1.3- Purpose

1.4- Limitations of research

1.5- Research Objectives

1.6- Outline of Research

2. Review of Literature

2.1- Consumer Behaviour

2.1.1- Consumer Buying Behaviour

2.2- Brand

2.2.1- Paradigm Shifts in Brand Management

2.2.2- Brand Theories

2.2.3- Brand Equity

2.2.4- Brand Awareness

2.2.4.1- Achieving Brand Awareness

2.2.4.2- Measuring Brand Awareness

2.3- Other factors influencing buying behavior

2.3.1- Brand Loyalty

2.3.2- Quality

2.3.2.1- Perceived Quality

2.3.3- Price

2.3.4- Influence of others

2.3.5- Advertising

2.3.5.1- Packaging

2.3.6- Consumer as Innovator

2.3.7- Image

2.3.8- Convenience

2.3.9- India

2.3.10- Brand Management: A Review of Empirical Research from 1992 to 2004

3. Research Methodology

3.1 - Research Approach Selection

3.2 - Research Philosophy

3.3 - Data Collection

3.3.1 - Secondary Data

3.3.2 - Primary Data (Qualitative & Quantitative Data)

3.4 - Reliability & Validity in the thesis

3.4.1 - Reliability in the thesis

3.4.2 - Validity in the thesis

3.5 - Research Model on the Basis of Review of Literature

3.6 - Empirical Method

3.6.1- Research Design

3.6.2- Reliability & Validity in the Empirical Method

3.6.2.1- Reliability in the Empirical Method

3.6.2.2- Validity in the Empirical Method

3.6.3- Ethical Issues

3.6.4- Sample

3.6.5- Questionnaire

3.6.5.1- Pilot Test

3.6.5.2- Category Questions

3.6.5.3- Rating Questions

4. Analysis & Interpretation of Data

4.1- Background to the Data Analysis & Interpretation

4.2- Statistical Tests Using SPSS Software

5. Conclusion & Recommendations

5.1- Solution of Research Objectives

5.2- Managerial Implications/Insights to Research Model

5.3- Further Research Scope/ Imperatives

Objectives & Core Topics

This doctoral thesis investigates the impact of brand awareness on consumer buying behavior within the Indian market. The primary research goal is to understand how brand awareness affects consumer decision-making processes, specifically when comparing familiar, established brands against unfamiliar or new brands, to provide actionable insights for managerial decision-making in organizations.

• Historical evolution of branding and brand management concepts.
• Theoretical frameworks of consumer buying behavior and decision-making processes.
• The relationship between brand equity components—such as awareness, loyalty, and perceived quality—and consumer responses.
• Empirical analysis of consumer behavior using primary survey data collected in Jaipur, Rajasthan.
• Evaluation of managerial strategies in the context of branding and brand asset management.

Excerpt from the Book

Summary of Chapters

Chapter -1 Introduction: Provides the thesis background, problem statement, research purpose, limitations, and the overall research outline.

Chapter- 2 Review of Literature: Reviews consumer behavior, brand theories, and factors influencing buying decisions, establishing the theoretical framework for the study.

Chapter-3 Research Methodology: Details the research approach, data collection methods (both primary and secondary), and the design of the empirical study.

Chapter-4 Analysis & Interpretation of Data: Presents and interprets the collected survey data, linking findings to established branding theories.

Chapter-5 Conclusion & Recommendations: Summarizes the research findings, offers managerial implications based on the research model, and discusses future research directions.

Keywords

Brand Awareness, Consumer Buying Behavior, Brand Equity, Marketing Management, Brand Loyalty, Perceived Quality, Consumer Decision-Making, Brand Management, Indian Market, Brand Personality, Empirical Research, Marketing Strategy, Brand Assets, Consumer Behavior, Brand Image.

Frequently Asked Questions

What is the fundamental focus of this thesis?

This thesis examines the role of brand awareness as a crucial factor in consumer decision-making and its ultimate impact on buying behavior, specifically within the context of the Indian consumer market.

What are the central thematic areas?

The work covers a wide spectrum of branding, including the history of branding, consumer behavior models, brand equity components (such as loyalty and perceived quality), and practical brand management strategies.

What is the primary objective or research question?

The research aims to determine to what extent brand awareness influences consumers when they are forced to choose between a familiar, established brand and an unfamiliar, unknown brand.

Which scientific methodology is employed?

The study utilizes a deductive research approach, combining a thorough review of existing branding literature with an empirical, quantitative analysis of survey data collected from consumers in Jaipur and Ajmer, Rajasthan.

What topics are discussed in the main body?

The main body explores the theoretical foundations of branding, the evolution of branding models, the specific role of brand awareness in low and high involvement purchase decisions, and the influence of cultural and personal factors on buying behavior.

What are the primary keywords that characterize this work?

The key concepts include Brand Awareness, Consumer Buying Behavior, Brand Equity, Consumer Decision-Making, and Brand Management.

How does this study address the concept of "proto-brands"?

The author identifies archaeological evidence, such as seals found in the Indus Valley, to demonstrate that branding characteristics like quality and origin indicators existed long before the modern marketing era, defining these early artifacts as "proto-brands."

What is the significance of the "Goodyear model" in this thesis?

The Goodyear model is used as a conceptual framework to explain the evolving nature of branding over time, classifying brand evolution into six stages ranging from "Unbranded" to "Brand as Policy," helping to explain how market conditions influence branding strategies.

Why did the researcher focus specifically on the Indian market?

The researcher conducted the study within an Indian context to provide localized insights, as there was a noted lack of empirical research regarding the specific effects of brand awareness on consumer buying behavior within India.