Consumers’ Judgement on Brand Preferences and Price: A Comparative Analysis on Telecommunication Industry
This paper intends to illuminate the impact of brand equity and price variance upon consumers purchasing behavior also the study also aims to clarify that among brand equity and price variance which influences more upon the buying behavior of consumers. The research is experimental by nature so both quantitative and qualitative research methods were used for conducting the research. Primary and secondary data were analyzed. Undisguised structured questions were the main form of data collection. An unstructured interviewing format was also adopted. Data were analyzed using SPSS approach. This paper indicates that how variance in consumers purchasing intention depends on upon product price and the brand equity in case of Samsung and Symphony mobile phone, most of all how the price influence consumers rather than the brand equity. It was predicted that both Samsung and Symphony has better market acceptance from the brand equity and price variance view. Both brands can ensure the forthcoming existence of top reputation.
Aaker, D. (1991), Managing Brand Equity, Macmillan, New York, NY.
Aaker. D. (1996), Building Strong Brands, New York: Free press.
Aaker, D.A. (1991), Managing Brand Equity. New York: Free Press.
Aaker, D.A. (1996), Measuring brand equity across products and markets. California Management Review, 38(3), 102-20.
Ailawadi, Kusum L., Donald R. Lehmann, and Scott A. Neslin (2003), “Revenue Premium as an Outcome Measure of Brand Equity” Journal of Marketing, 67(4), 1-17.
Broniarczyk, S., A. D. Gershoff. 2003. The reciprocal effects of brand equity and trivial attributes. J. Marketing Res. 40(May) 161-175.
Brown, C. L., G. S. Carpenter. 2000. Why is the trivial important? A reasons based account for the effects of trivial attributes on choice. J. Consumer Res. 26(March) 372-385.
Carpenter, G. S., R. Glazer, K. Nakamoto. 1994. Meaningful brands from meaningless differentiation: The dependence on irrelevant attributes. J. Marketing Res. 31(August) 339-350.
Chatterjee, S. (2014), A Sociological Outlook of Mobile Phone Use in Society, International Journal of Interdisciplinary and Multidisciplinary Studies (IJIMS), Vol 1, No.6, 55-63.
Danaher, P.J., Smith, M.S., Ranasinghe, K. and Danaher, S. (2015). Where, When, and How Long: Factors That Influence the Redemption of Mobile Phone Coupons. Journalof Marketing Research, Vol. 2, pp. 710-725.
Dimitriadis, S. (1994) Le Management de la Marque. Paris: Les Éditions d’Organization. Doyle, P. (2000) Valuing marketing’s contribution. European Management Journal, 18 (3), 233–245.
Farquhar, P. (1989) Managing brand equity. Journal of Advertising Research, 30 (4).
Hoeffler, S., K. L. Keller. (2003). The marketing advantages of strong brands. J. Brand Management 10(6) 421-445.
KARADENİZ, M. (2010), The Importance of Customer Based Strategic Brand Equity Management for Enterprises,Journal of Naval Science and Engineering Vol. 6, No.2, pp. 117-132.
Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57 No. 1, pp. 1-22.
Keller, K.L. (1998) Strategic brand management: building, measuring and managing brand equity. New Jersey: Prentice Hall.
Keller, Kevin L. and Donald R. Lehmann (2003), “How do Brands Create Value”, Marketing Management, 12, May-June, 26-31.
Keller, Kevin L. (2008), Strategic Brand Management. 3rd. Ed. Englewood Cliffs, NJ: Prentice Hall.
Kim, W.G. and Kim, H.B. (2004), “Measuring customer-based restaurant brand equity: investigating the relationship between brand equity and firm’s performance”, Cornell Hotel & Restaurant Administration Quarterly, Vol. 45 No. 2, pp. 115-31.
Kotler, P. (2006). Alphabet soup. Marketing Management, 15(2), 51-51.
Lassar, W., Mittal, B., & Sharma, A. (1995) Measuring customer-based brand equity. Journal of Consumer Marketing, 12 (4), 4-11.
Leone, Robert P., Vithala R. Rao, Kevin L. Keller, Anita M. Luo, Leigh McAlister, and Rajendra Srivastava (2006), “Linking Brand Equity to Customer Equity,” Journal of Service Research, 9(2), 125–38.
Macdonald, E. and Sharp, B. (2003), “Management perceptions of the importance of brand awareness as an indication of advertising effectiveness”, Marketing Bulletin, Vol. 14, pp. 1-11.
Mallik, S. (2009). Brand Management. Jaipur: Book Enclave.
Mamun, A.A., Rahman, M.K., and Robel, S. D. (June, 2014), A Critical Review of Consumers’ Sensitivity to Price: Managerial and Theoretical Issues,Journal of International Business and Economics, Vol. 2, No. 2, pp. 01-09.
Monroe, Kent B. (1971). Measuring Price Thresholds by Psychophysics and Latitudes of Acceptance, Journal of Marketing Research, 8 (November), 460–64.
Pappu, R., Quester, P.G. and Cooksey, R.W. (2005), “Consumer-based brand equity: improvingthe measurement-empirical evidence”, Journal of Product & Brand Management, Vol. 14No. 3, pp. 143-54.
Rundle-Thiele, S. and Bennett, R. (2001), “A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets”, Journal of Product & Brand Management, Vol. 10 No. 1, pp. 25-37.
Simon, C., & Sullivan, M. W. (1993) The measurement and determinants of brand equity: a financial approach. Marketing Science, 12(1), 28-52.
Smith, J. W. (1991) Thinking about brand equity and the analysis of customer transactions. In: Maltz, E., Editor, 1991. Managing brand equity: a conference summary. MarketingScience Institute, Cambridge, MA, 17–18.
Srivastava, R. K., & Shocker, A. D. (1991) Brand equity: a perspective on its meaning and measurement. Technical Working Paper, Report N. 91-124.Cambridge: Marketing ScienceInstitute.
Villas-Boas, J. M. 2004. Consumer learning, brand loyalty, and competition. Marketing Sci. 23(1) 134-145.
Wakefield, K.L. and Inman, J.J., (2003). Situational Price sensitivity: the role of consumption occasion, social context and income, Journal of Retailing, 79, 199-212.
Winters, L.C. (1991) Brand equity measures: some recent advances. Marketing Research, 3(4), 70–731.
Yoo, B. and Donthu, N. (2001), “Developing and validating a multidimensional consumer-based brand equity scale”, Journal of Business Research, Vol. 52 No. 1, pp. 1-14.
Zeithaml, V.A. (1988), “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52 No. 3, pp. 2-22.
The answers mark will be marked as follows:
Strongly Disagree= 1
Strongly agree= 5
Please put the tick (√) marks in the appropriate box.
Strongly Disagree Disagree Uncertainty Agree Strongly agree
Questionnaire 1 2 3 4 5
The quality and features of Samsung mobile phone is more preferable and better than Symphony
The overall facilities of Samsung mobile havemet my satisfaction rather than Symphony does
I will stay with Samsung even if they change their phones quality, features and price but not in case of Symphony
Samsung has generated a higher image in the competitive market rather than Symphony
The brand name of Samsung mobile phone always came to mind faster than Symphony
Price of Samsung is better than Symphony in the mobile phone market
I am willing to purchase Samsung because of better quality, features,and pricing than Symphony
Change in Price
I will prefer Samsung even if the price increase rather than Symphony
Hardware and Software Quality
Samsung is Providing superior quality hardware and software at a reasonable price than Symphony
- There are currently no refbacks.