Brand Switching Behaviour

Topics: Automotive industry, Brand, Advertising Pages: 37 (12973 words) Published: March 23, 2013
Executive summary
In a modern business world product maker and consumer are playing an important role. They cannot be seperated each other in every business activities. Nowdays people are facing free global trading which required producer to be innovative, creative, and competitive in every aspect. They must aligable to attract their consumer to be loyal to their product. The responsibility of the producer is not only creating some products, in fact, they have to make sure that every single product that they have created must be competitive compare with others by not forgetting about the safety aspect of their product itselfto the market. On the other hand as a consumer, we have a right to choose which product that are suitable for us in order to fullfil our demands. Besides that, as a consumer we also are required to understand and know the information details of the product that we are going to purchase. However, both parties are different that make them cannot be seperated. Producer are required to be more creative by producing a good product and the other side consumers are required to be more wisely choosing a good product. The best issue in order to interrclation between those 2(two) parties is BRAND-SWITCHING of SUV cars in Indonesia that I am going to emphasize on.

Acknowledgements
Before I begin to write my dissertation, I would like to express the deepest acknowledgement to God (Allah S.W.T) and all the people who support me finishing all the requirements to settle my master program in International Business. Firstly, God have giving me a strength to be patient to solve all the problems that I have faced during the class period. Besides that, I also believe He will never stop to give me a strong spirit to finish my dissertation. Secondly, parents are important for me. They are my best supporter in my live and I do believe without their attention, I will never can finish my master study. Thirdly is my respective supervisor Mr. Alan Go who always give me a best way and an amazing idea how to finish my dissertation nicely. And last but not least, I would like to thank to my special Fiance who always beside me to cheer me up when I lose my idea. In addition, I believe that by doing my dissertation is my chance to implement all the knowledges that I have studied and give an explaination to what I have understood.

Table of Contents
Executive Summary…………………………………………………………………………...1 Acknowledgement……………………………………………………………………………..2 Table of Content……………………………………………………………………………….3
1.0INTRODUCTION6
1.1Background of the study7
1.2Statement of problem8
1.3Objectives of the Study9
1.4Research Questions9
1.5Significance of the study9
2.0LITERATURE REVIEW11
2.1Brand switching11
2.2Advertising and brand-switching13
2.2.1Advertising effectiveness14
2.2.2Customer responses to advertising15
2.3Promotion and brand-switching17
2.4The influence of price consciousness19
2.5Theoretical Framework of the study20
2.6Assumptions based on the literature review20
2.7 Conclusion…………………………………………………………………………..21
3.0METHODOLOGY22
3.1Data Collection:22
3.1.1Primary Data22
3.1.2Secondary Data23
3.2 Chosen Methodology24
3.2.1Interview25
3.2.2Observation25
3.2.3Questionnaire25
3.3Questionnaire Structure26
3.4Data Analysis28
3.5 Conclusin……………………………………………………………………………29
4.0FINDINGS AND ANALYSIS30
4.1The relationship between advertising/promotion and brand-switching30
4.2 The impact of Customers’ Price Consciousness31
4.3 Assumption analysis33
4.4 Conclusion………………………………………………………………………….34
5.0DISCUSSION35
5.1 Advertising and Brand-switching35
5.2 Promotion and Brand-switching36
6.0 CONCLUSION38
6.1Limitations of the Research39
6.2Further Research Recommendations39
References41
Appendix 145

Table of Tables
Table 1: Market Share Car Sales in...

References: Biel, A.L & Bridgwater, C.A. (1990). “Attributes of Likable Television Commercials”. Journal of Advertising Research, June-July, pp.38-44. ( Accessed at : Aug 10th 2012)
Davis, S., Inman, J., and McAlister, L
Ehrenberg, A.S.C., Hammond, K. and Goodhardt, G.J. (1994). “The After-effects of Price-related Consumer Promotions”. Journal of Advertising Research, Vol.34, pp.11-21.
Ehrenberg, A.S.C. (2000). “Repetitive Advertising and the Consumer”. Journal of Advertising Research, November-December, pp.39-48.
Gupta, S. (1988). “The Impact of Sales Promotions on When, What, and How Much to Buy”. Journal of marketing research, Vol.25, pp.342-355.
Junaidi, Shellyana dan Dhannemsta, Basu S., (2002), ' 'Pengaruh Ketidakpuasan Konsumen, Karakteristik Kategori Produk,dan Kebutuhan Mencari Variasi Terhadap Keputusan Perpindahan Merek, Jurnal Ekonomi dan Bisnis Indonesia.
Kahn, Barbara E (1998), "Dynamic Relationship With Customer: High-Variety Strategis", Journal of the academy of Marketing Science, Vol. 26, No. 1 pages 45-53. ( Accessed at : Aug 10th 2012)
Keaveney, S
Lavidge, R.J. & Steiner, G.A. (1961). “A Model for Predictive Measurements of Advertising effectiveness”. Journal of Marketing, Oct, pp.59-62. (Accessed 1st december)
Lichtenstein, D.R., Burton, S., Netemeyer, R.G
Lilien, G.L. (1974). “An Application of a Modified Linear Learning Model of Buyer Behavior”. Journal of Marketing Research, Vol.11, August, pp.279-285.
Lin, W, Hsien. (2003). The Brand Switching Behavior of Taipei Female Consumers When Purchasing U-V Skin Care Product. International Jurnal of Management. ( Accessed at : Sept 17th 2012).
Mela, C.F., Gupta, S., and Lehmann, D.R. (1997). “The Long-term Impact of Promotion and Advertising on Consumer Brand Choice”. Journal of Marketing Research, Vol.34, May, pp.248-261. (Accessed 1st december)
Miles, M.B, A.M
Mutyalestari, Akari. (2009). Pengaruh Emotional Branding Terhadap Perilaku Brand Switching Konsumen. Jurnal Bisnis dan Manajemen. Vol. X No. 2 September.
Neslin, S.A., Henderson, C., and Quelch, J
Oliveira-Castro, J.M., Foxall, G.R. and Schrezenmaier, T.C. (2005). “Patterns of Consumer Response to Retail Price Differentials”. The service industries journal, April, Vol.25, No.3, pp.309-335. (Accessed 1st december)
Palda, K.S
Pratikno, Andre Nugroho, (2003), “ Studi Mengenai Proses Pemilihan Merek “, Jurnal Sains Pemasaran Indonesia, Vol. II, No. 1, Mei.
Purwani, Khusniyah dan Dharmmesta, Basu Swastha
Ram, S. & Sheth, J.N. (1989). “Consumer Resistance to Innovations: the Marketing Problem and its Solution”. Journal of Consumer Marketing, Vol.6, No.2, pp.5-14.
Sambandam,Rajan & Kenneth R. Lord. (1995). Swithing behavior in automobile markets: A consideration-set model. Journal of The Academy of Marketing Science. Volume 23, Issue 1.
Sekaran, U
Shi, Y.Z., Cheung, K.M. & Prendergast, G. (2005). “Behavioral Response to Sales Promotion tools-A Hong Kong Study”. International Journal of Advertising, Vol.24, No.4, pp.467-486.
Shukla, Paurav. (2009). Impact of contextual factors, brand loyalty, and brand switching on purchase decisions. Journal of Consumer Marketing.vol. 26 . . ( Accessed at : Sept 20th 2012).
Umar, Husein, 2002, Metode Riset Bisnis, PT.Gramedia Pustaka, Jakarta. ( Accessed at : Aug 14th 2012)
Vakratsas, D
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • brand switching Essay
  • Brand Switching Essay
  • Brand Switching Questionnair Essay
  • Brand Switching Essay
  • Brand Switching Essay
  • consumer behaviour Research Paper
  • consumer behaviour Essay
  • Organizational Behaviour Essay

Become a StudyMode Member

Sign Up - It's Free