Does Brand Awareness Impact Purchase Decision: A Case of Organic Grocery

2018 ◽  
Vol 6 (7) ◽  
pp. 45
Author(s):  
Gunjan Gumber ◽  
Jyoti Rana
Keyword(s):  
Organic Food ◽  
Brand Awareness ◽  
National Capital Region ◽  
Promising Alternative ◽  
Brand Recall ◽  
Brand Building ◽  
Brand Recognition ◽  
National Capital ◽  
High Level ◽  
Structured Questionnaire

In India, the concept of organic food is gaining widespread acceptability. Consumers are becoming more conscious about their health and are looking for food that serves as a promising alternative. Corporates, NGOs, Spiritual leaders and Government are also promoting this food, as it is free from irradiation, chemicals and artificial additives. A number of organic food brands are available in the market. The main objective of this study is to find out the level of brand awareness and its influence on purchase of organic grocery. The data was collected from 150 organic consumers in National Capital Region (Delhi, Gurgaon, Faridabad and Noida) through a structured questionnaire. Questions related to brand recall, brand recognition and purchase of organic grocery were asked. It was found that in general, there is a low level of brand awareness among consumers, and those who have high level of awareness; they consume organic grocery more often. The study will help corporates to make effective communication and brand-building strategies.

RETRACTED: Analyze on the Tourism Value of Traditional Costume Culture Resources in South Jiangsu District and the Development of Tourism Products

2013 ◽  
Vol 821-822 ◽  
pp. 803-806 ◽  
Author(s):  
Ya Nan He ◽  
Lin Zhang
Keyword(s):  
Sustainable Development ◽  
Brand Awareness ◽  
Original Design ◽  
Core Competitiveness ◽  
The Sustainable Development ◽  
Brand Building ◽  
The Core ◽  
The Core Competitiveness ◽  
High Level ◽  
Blue Print

There are abundant traditional costume resources in south Jiangsu district, such as Suzhou embroidery, clothes of watery town, blue print cloth and the others. These resources have powerful tourism values, but there are some shortages on their development, such as lack the core competitiveness product, the product grade is very low, and the brand awareness is weak, etc. So it is valuable and necessary to develop the tourism programs and merchandise with the traditional costume elements. Then we should encourage original design to inhance the competitiveness, increase the product level, win the high level consumer, propose the brand building to reach the sustainable development.

scholarly journals Analisis Strategi Brand Awareness (Top Of Mind, Brand Recall, Brand Recognition, Unaware Of Brand) Sepeda Motor Piaggio Vespa Di Jakarta

2019 ◽  
Vol 15 (1) ◽  
pp. 113-134
Keyword(s):  
Brand Awareness ◽  
Important Thing ◽  
Brand Recall ◽  
Brand Recognition

One of the most important thing of transportation is a motorcycle which is able to comply the level of people needs, because using a motorcycle can support various kinds of people activities to become more practical, economical and easy to drive.This research was intend to analyze the strategy of brand awareness Piaggio Vespa motorcycle in Jakarta, through elements Top of Mind, Brand Recall, Brand Recognition dan Unaware of Brand. The result of this study indicate that strategy of Brand Awareness Piaggio Vespa has been Top Of Mind which has made Piaggio Vespa the first scooter motorcycle to be caught by all respondents. Strategy of Brand Awareness Piaggio Vespa with Brand Recall approach, respondents stated that Piaggio Vespa is a type of scooter that is often heard whwn meeting friends or family. Meanwhile strategy of Brand Awareness Piaggio with Brand Recognition approach, respondents stated that Piaggio Vespa is a type of scooter that has good quality, proven technology and affordable price. Piaggio Vespa is not included by Unaware of Brand category.

scholarly journals SOCIAL MEDIA MARKETING SEBAGAI SARANA PENGEMBANGAN KEWIRAUSAHAAN BERBASIS SOCIO-TECHNOPRENEURSHIP DI UNIVERSITAS ISLAM RIAU

2020 ◽  
Vol 3 (2) ◽  
pp. 177-193
Author(s):  
Benni Handayani ◽  
Fatmawati Moekahar ◽  
Yudi Daherman ◽  
Mufti Hasan Alfani
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Brand Recall ◽  
Brand Recognition

Bisnis kreatif dalam beberapa dekade terakhir mengalami perkembangan ditopang dengan kemutakhiran teknologi. Fenomena ini kemudian dikomodifikasi menggunakan pendekatan sosial. Model di atas dikenal dengan istilah Socio-technopreneurship. Penelitian ini membahas mengenai social media marketing sebagai media pemasaran dan media sosial dengan memanfaatkan teknologi dalam membangun brand awareness ke-5 jenis usaha diantaranya unaware of brand, brand recognition, brand recall, dan top of mind, mendukung selebgram, penelitian ini berpusat di business center kantin terapung Universitas Islam Riau yang mengakomodasi berbagai wirausaha muda baik mahasiswa maupun alumni dengan bentuk bisnis di bidang apapun baik barang maupun jasa. Penelitian ini menggunakan pendekatan kualitatif deskriptif, pengumpulan data melalui observasi, wawancara, dan dokumentasi. Kesimpulan didapatkan bahwa kompetensi pengelolaan media sosial khususnya instagram yang digunakan oleh para informan untuk media bisnis cenderung masih konvensional, padahal trend terbaru dalam dunia bisnis online sudah semakin dinamis dan variatif. Pengembangan Socio-technopreneurship pada akhirnya menjadi sebuah metode yang signifikan sebagai upaya untuk meningkatkan kompetensi di atas.

scholarly journals Sponsorship recall and recognition: The case of the 2007 Cricket World Cup

2008 ◽  
Vol 39 (2) ◽  
pp. 1-8 ◽  
Author(s):  
C. Boshoff ◽  
C. Gerber
Keyword(s):  
Experimental Study ◽  
Product Category ◽  
Brand Awareness ◽  
Test Design ◽  
World Cup ◽  
Convenience Sample ◽  
Brand Recall ◽  
Brand Recognition ◽  
Post Test ◽  
Quasi Experimental

Millions of rands are spent on sponsorship in general every year, and on sports sponsorships in particular. Yet little is known about the effectiveness of this expenditure. In addition, sponsors are often not sure whether only their brands benefit from a sponsorship or whether competing brands in the same product category also benefit from their efforts.In this study an attempt is made to clarify these considerations by comparing both the brand recall and the brand recognition of companies (and brands) who sponsored the 2007 Cricket World Cup. To determine whether brand recall and brand recognition increased during a sponsorship campaign, a quasi-experimental study was conducted by means of a one-group pre-test-post-test design. The data were collected using a convenience sample of 131 undergraduate students.The results seem to suggest that both the brand recall and the brand recognition levels of the sponsors increased significantly (α = 0,05), but that neither the brand recall nor the brand recognition levels of non-sponsor brands increased. The results therefore show that sponsorship does in fact increase brand awareness, by significantly increasing unaided brand recall, as well as increasing brand recognition and that non-sponsoring companies and brands do not benefit indirectly from their competitors’ sponsorships in terms of brand recall and brand recognition.

A factor Analytical Study: Organizational Climate and Employee Engagement in IT sector in National Capital Region

Think India ◽  
2019 ◽  
Vol 22 (3) ◽  
pp. 1178-1188
Author(s):  
Swati Bhatia ◽  
Sushma
Keyword(s):  
Organizational Climate ◽  
Employee Engagement ◽  
Significant Relationship ◽  
Analytical Study ◽  
National Capital Region ◽  
Key Factors ◽  
Creative Development ◽  
Capital Region ◽  
National Capital ◽  
Structured Questionnaire

The purpose of the present paper is to identify the drivers of the employee engagement in the IT sector of National Capital Region. The responses were collected through self- structured questionnaire on five point likert scale rating. The present research attempts to study the key factors of organizational climate and its impact on employee engagement. The study concludes that organizational climate is the combination of creative, development oriented, reward, recognition, involvement and participation, communication, openness and trust oriented systems within an organization which impacts the commitment and engagement level of employees. The results depicts that there is significant relationship between Organizational climate and the employee engagement.

An analysis of factors affecting growth of organic food

2016 ◽  
Vol 118 (9) ◽  
pp. 2308-2325 ◽  
Author(s):  
Richa Misra ◽  
Deepak Singh
Keyword(s):  
Organic Farming ◽  
Healthy Lifestyle ◽  
Organic Food ◽  
Food Products ◽  
Polluted Water ◽  
Exploratory Research ◽  
National Capital Region ◽  
Content Type ◽  
Factors Affecting ◽  
National Capital

Purpose Food gives us essential nutrients to lead a healthy lifestyle but lately it has been found that many food products have become hazardous due to contamination and lead to many diseases. The rampant use of pesticides and chemical-based fertilizers in agriculture has, increased the productivity but at the same time they have created an alarming situation for the environment. The demand of the hour is to therefore to encourage organic farming and offer a better choice to consumers as well as save the environment. The purpose of this paper is to explore and understand the factors affecting perception of consumers on organic food products in Indian context. Design/methodology/approach The study used a structured survey of 150 respondents covering Delhi and the National Capital Region (NCR) of Ghaziabad, Noida and Faridabad (India). Exploratory research was used to know the variables from the literature that affect the perception of consumers regarding organic food. Descriptive research was used to understand the demographic profile of the organic food consumer’s. Conclusive research design was used to test the hypotheses based upon the motivating and inhibiting factor in the growth of organic food. Findings The data collected from the survey were analyzed using t-test, χ 2 test, factor analysis and multiple linear regression tests. Results indicated that the intention to purchase organic products was impacted by the consumer’s belief on the safety and health aspect of the product, trust and certification, information and availability and lifestyle and are hence drivers of growth. And certain impeding factors were identified like doubt in the professed quality of organic food, lack of awareness and price parity. Social implications There are enough evidences of fertile land being converted into wasteland because of use of agro- chemical-based fertilizers in farming. There are also enough incidents of polluted water (ground and surface) due to agrochemical-based farming. Heavy use of pesticides leads to adverse effect on the health of farmers also. There were many reports of farmers committing suicide because of debt due to heavy investment on pesticides and fertilizers. Organic farming is a win-win proposition for environment, farmers and consumer’s. Originality/value The study was an effort to understand awareness and perception of organic food consumers in urban India post-agriculture revolution. The result would help the organic food producing and marketing companies to understand the factors that influence the belief of consumers when they purchase organic food and henceforth they can formulate communication strategies and marketing policy based on consumer’s expectations.

scholarly journals The Use of Digital Marketing Communication Media as a Tool to Achieve Brand Awareness of Kitchenindo Products

2019 ◽  
Vol 3 (1) ◽  
pp. 59
Author(s):  
Ahmad Vinza Riskyawan ◽  
Rizka Miladiah Ervianty
Keyword(s):  
Social Media ◽  
Simple Random Sampling ◽  
Internet Technology ◽  
Digital Marketing ◽  
Communication Media ◽  
Brand Awareness ◽  
Measurement Scale ◽  
Marketing Communication ◽  
Brand Recall ◽  
Brand Recognition

There are various ways to use the internet technology for marketers. One of them is the use of social media as a means for marketers to inform or sell products or services for customers' online market share. Social media is a new marketing tool that makes it possible to know customers and prospective customers in ways that were previously impossible (Clayman, 2017). The subjects of this study were the people of Surabaya, who were selected by simple random sampling. This study uses a Likert scale as a measurement scale, which consists of four answer choices. This was used to accommodate differences in respondents' answers between categories of respondents. Data collection was carried out through a questionnaire containing several questions which were then recorded, calculated on average per dimension, and analyzed descriptively. The questionnaire in this study employed to measure the effectiveness of advertising is based on EPIC theory (Empathy, Persuation, Impact, and Communication - EPIC), and to measure brand awareness is based on the brand awareness of the pyramid theory (top of mid, brand recall, brand recognition, and unaware of the brand) by David Aaker quoted in Durianto (2004). All respondents knew the Kitchenindo brand with the help of content or advertisements through the Kitchenindo Instagram account and respondents rated Kitchenindo's ads or content on Instagram as effective. Thus, the use of digital marketing communication media can be used as a tool to achieve the awareness of the Kitchenindo brand, although this research only reached the brand recognition stage and has not reached the level of brand recall and even top of mind. This turned out to have an impact on the number of product sales figures that did not significantly give benefit to the company. 

scholarly journals PENGARUH TAGLINE #RATATANPAKAWAT TERHADAP BRAND AWARENESS RATA

2021 ◽  
Vol 11 (1) ◽  
pp. 50
Author(s):  
Yulia Rahel Brenauli Kaban
Keyword(s):  
Brand Awareness ◽  
Purposive Sampling ◽  
Brand Recall ◽  
Brand Recognition

Kehadiran tagline memiliki peran yang penting bagi suatu brand. Tagline dapat digunakan untuk membantu mengkomunikasikan titik pembeda brand dari para pesaing. Dengan adanya tagline, maka produk atau jasa yang ditawarkan sebuah brand akan mudah diingat oleh khalayak sehingga terbentuk kesadaran merek. PT. Rupa Aestetika Teknologi Aktual (RATA) sebagai perusahaan rintisan memanfaatkan hal tersebut sebagai langkah awal untuk menumbuhkan kesadaran merek Rata di benak khalayak dengan mengusung #RataTanpaKawat sebagai tagline brand. Penelitian ini memiliki tujuan untuk mengetahui seberapa besar pengaruh dari tagline #RataTanpaKawat yang terdiri atas sub variabel familiarity, differentiation dan message of value terhadap brand awareness Rata yang terdiri atas sub variabel brand recognition, brand recall dan top of mind. Metode penelitian yang digunakan adalah kuantitatif dengan jenis penelitian hubungan kausal. Data diperoleh melalui penyebaran kuesioner secara online kepada 385 pengguna aktif Instagram di Indonesia yang berusia 14 tahun ke atas. Teknik penentuan sampel yang digunakan adalah nonprobability sampling dengan jenis purposive sampling. Peneliti menggunakan analisis regresi linear sederhana dalam proses analisis data yang dilakukan dengan memanfaatkan aplikasi IBM SPSS versi 25. Berdasarkan hasil analisis data yang dilakukan, maka tagline #RataTanpaKawat berpengaruh sebesar 54,9% terhadap brand awareness Rata sementara sisanya sebesar 45,1% dipengaruhi oleh faktor lain di luar penelitian. Kata kunci: tagline, Rata, brand awareness

scholarly journals Emergence, viability and competitive leverages of CouchSurfing in the national capital region of the Philippines: basis for a propose strategic brand awareness program

2020 ◽  
Vol 1529 ◽  
pp. 032066
Author(s):  
Jinky Rose P. Gino-Gino ◽  
Jessa Marie Z. Basiana ◽  
Michaela Angelica C. Bernabe ◽  
Shyenn Louise A. Cagang ◽  
Ellyssa May D. Cedilla ◽  
...  
Keyword(s):  
The Philippines ◽  
Brand Awareness ◽  
National Capital Region ◽  
Capital Region ◽  
Awareness Program ◽  
National Capital

scholarly journals PERAN KOMUNITAS ONLINE ‘SUARA DISKO’ DALAM MEMBANGUN BRAND AWARENESS MUSIK TAHUN 80AN MELALUI INSTAGRAM THE ROLE OF ONLINE COMMUNITY ‘SUARA DISKO’ IN BUILD A BRAND AWARENESS THROUGH 80’S MUSIC INSTAGRAM

2018 ◽  
Vol 12 (2) ◽  
pp. 171-184
Author(s):  
Annisa Pramitasari ◽  
Dini Salmiyah Fithrah Ali
Keyword(s):  
Social Media ◽  
Young People ◽  
Case Studies ◽  
Online Community ◽  
Qualitative Method ◽  
Brand Awareness ◽  
Brand Recall ◽  
Brand Recognition ◽  
Four Levels

The development of the community is currently getting forward and more of young people who have an interest in a thing that is similar and  they began to build a community. Suara Disko. is a community that has a  purpose to popularize  the  80s music. With the evolve  of social media makes Suara Disko ha s  a media as Instagram to introduce their communities online. The purpose of this research is to find out how the role of online communities ‘Suara Disko ‘ in built a  Brand Awareness through 80s music Instagram.  This research using the qualitative method with approach case studies with indicator consists of four levels of Brand Awareness by Durianto that are Brand Recognition, Brand Unaware, Brand Recall, and Top Of Mind. Results of the study mentioned that the role of the community Suara Disko in built a Brand Awareness is by establishing the identity, provide the education, interaction with the followers, and become catchy by followers when considering which popularized back 80s music. Then to achieve the purpose of Suara Disko to popularize 80s music, Suara Disko is using Instagram to deliver activities in the form of visual and message.  Keywords – Brand Awareness, Community, Instagram, Role, Suara Disko

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