Brand awareness and consumer profile for milk: case of the Tirana market, Albania

Thoma, Ledia; Boshnjaku, Anila; Kapaj, Ana; Muça, Etleva

doi:10.22630/amme.2017.3.2.22

Cited by 2 publications

(2 citation statements)

References 8 publications

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“…Consequently, continuous improvement of perceived quality of a brand has been considered as a preferred development strategy in several companies over the last few decades (Aaker, 1991). Literally, there are still many other studies investigating the impacts of brands on consumer's decision-making process to buy products/ services (Bui & Nguyen, 2012;Thoma, Kapaj, Boshnjaku, & Muca, 2017;Tuan, Phuong, Ngoc, & Mai, 2013). As per our knowledge, no similar studies have been conducted in the domain of fresh milk in Vietnam.…”

Section: Determinants Of Consumer Decision A) Brand and Its Impacts On Customer's Decisionmentioning

confidence: 99%

Factors Affecting Brand and Student Decision Buying Fresh Milk: A Case Study in Ho Chi Minh City, Vietnam

Ngo¹,

Nguyen²,

Long³

et al. 2019

JAFEB

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The paper aims to examine the factors affecting brand and student decision in buying fresh milk. Combining qualitative and quantitative research methods, this study used self-completed questionnaires to investigate 520 students in Ho Chi Minh City. The results of the study show that that there are five key determinants affecting the dairy brand and student decision in buying fresh milk, including: (1) product quality, (2) fair price, (3) product promotion and customer services, (4) product convenience, and (5) reference group's attitude to the brand. In addition, it is also found that product brand has a direct and positive impact on the student decision. The finding in this study is quite different from other existing literatures in terms of the importance level of the determinants of the student decision in buying fresh milk; specifically, in deciding to buy their fresh milk, students are often interested in the promotion and customer service, the product convenience, and the reference group for the purchase, more than in the quality and price of the product. From these findings, some managerial implications are proposed for policy-makers and relevant enterprises to have appropriate policies and strategies for their business development.

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Section: Determinants Of Consumer Decision A) Brand and Its Impacts On Customer's Decisionmentioning

confidence: 99%

Factors Affecting Brand and Student Decision Buying Fresh Milk: A Case Study in Ho Chi Minh City, Vietnam

Ngo¹,

Nguyen²,

Long³

et al. 2019

JAFEB

View full text Add to dashboard Cite

show abstract

“…A brand with a good image will receive a positive rating from the consumers that increases the value of the product. Thoma, Kapaj, Boshnjaku, & Muca, (2017) stated brand awareness refers to the importance of a brand in the customer's mind and includes recognition, recall, top of mind awareness, brand dominance, brand knowledge, and brand opinion.…”

Section: Introductionmentioning

confidence: 99%

Mazaraat Cheese Consumer Purchasing Decision

Lestari

Sumarwan

Muflikhati

2024

Int. res. j. bus. stud.

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This study aims to identify the characteristics of Mazaraat consumers, analyze the influence of customer perceived value (CPV), brand awareness, consumer knowledge, and marketing mix on Mazaraat cheese consumer purchasing decisions, and develop appropriate managerial implications to improve Mazaraat consumer purchasing decisions. The study used 158 local Mazaraat consumers as respondents surveyed using a questionnaire and the data obtained were processed using SEM-PLS. The results showed that customer perceived value, brand awareness, and product variables had a positive and significant influence on purchasing decisions. Meanwhile, the variables of consumer knowledge, promotion, price, and location did not have a significant influence on purchasing decisions. Overall, the product has the most significant direct and indirect influences on purchasing decisions for Mazaraat cheese. The companies should pay attention to the marketing mix variables and other connecting variables to improve the purchasing decisions of Mazaraat cheese. Penelitian ini bertujuan untuk mengidentifikasi karakteristik konsumen Mazaraat, menganalisis pengaruh nilai persepsi konsumen, kesadaran merek, pengetahuan konsumen, dan bauran pemasaran terhadap keputusan pembelian konsumen keju Mazaraat, dan menyusun Implikasi manajerial yang tepat guna meningkatkan keputusan pembelian konsumen Mazaraat. Penelitian menggunakan 158 konsumen lokalMazaraat sebagai responden yang disurvei menggunakan kuesioner dan data yang diperoleh diolah menggunakan SEM-PLS. Hasil penelitian menunjukkan variabel nilai persepsi konsumen, kesadaran merek, dan produk memiliki pengaruh positif dan signfikan terhadap keputusan pembelian. Sedangkan, pada variabel pengetahuan konsumen, promosi, harga, dan lokasi tidak memiliki pengaruh signifikan terhadap keputusan pembelian. Secara keseluruhan, produk memiliki pengaruh total yang besar secara langsung dan tak langsung terhadap keputusan pembelian keju Mazaraat. Perusahaan harus memperhatikan variabel bauran pemasaran dan variabel penghubung lain untuk meningkatkan keputusan pembelian keju Mazaraat.

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Brand awareness and consumer profile for milk: case of the Tirana market, Albania

Cited by 2 publications

References 8 publications

Factors Affecting Brand and Student Decision Buying Fresh Milk: A Case Study in Ho Chi Minh City, Vietnam

Factors Affecting Brand and Student Decision Buying Fresh Milk: A Case Study in Ho Chi Minh City, Vietnam

Mazaraat Cheese Consumer Purchasing Decision

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