Consumer Attitude and Behavior Analysis

This assignment involves an in-depth examination of consumer attitude and behavior, incorporating insights from various research studies and papers. It includes analyzing the effects of multiple endorsements, celebrity attachment, campus foodservice attributes, service innovation, and self-concept influences on consumer attitude and purchase process. The analysis also considers brand attachment and brand equity drivers, as well as perceived service quality and its impact on consumer behavior. This assignment is designed to provide a comprehensive understanding of consumer behavior and attitudes, enabling students to develop practical skills in marketing management and research.

Dissertation
(brand image of customer
attitude in soccer shoe market)

Table of Contents
CHAPTER 1- INTRODUCTION
..........................................................................................................................................................1
1.1 Overview and background of a company..............................................................................1
1.2 Research aims and objectives................................................................................................1
1.3 Literature Review..................................................................................................................2
1.4 Significance of research........................................................................................................2
1.5 Rationale of study.................................................................................................................3
1.6 Issues of research..................................................................................................................4
CHAPTER 2 - LITERATURE REVIEW........................................................................................5
Introduction.................................................................................................................................5
Factors that affect the consumer behaviour................................................................................5
Factors that affect the purchase intention: .................................................................................6
Consumer decision making process............................................................................................7
REFERENCES................................................................................................................................9

CHAPTER 1- INTRODUCTION
1.1 Overview and background of a company
There are vast number of games are playing in the world but soccer have a different place
and craze in target number of people. With passing the time course, new technologies are taking
place which enable in manufacturing of new and quality based products. Consumer intention for
purchasing a products is completely based on brand image and price on which it get offered to
target user. Thus, for maximising the sales of a company, it is essential to analyse the customer
perspective about a particular product through using various methods and techniques properly.
With time course, soccer shoes craze is increasing and move forward with more and more
positive outcome. Many large and big firms are already move towards such consent and
manufacturing good quality products as well (Aaker and Joachimsthaler, 2012).
Phymix shoe is one of a well known organisation whom are dealing in good quality shoes
at appropriate price level. Along with this, they are delivering good quality based products whose
efficiency and life cycle is more than one year. They are consider as one of the best manufacturer
and exporter of shoe and thus, quality is maintained for them as well. According to new trends of
market, company is moving towards manufacturing of soccer shoes. With rapid innovation and
technology this thing is helpful for business in generating more and more profit. Thus, such
consent play an effective role in maximise profit of business. Management will going to analyse
various aspects through which this research project get attain all outcomes in an appropriate
manner.
1.2 Research aims and objectives
Aims are the targets which have to ascertain in minimum time period so that chances of whole
project outcome could be gain. According to current research, a major aim which get formulate
for this relation is:
Research aim:
To analyse brand image in respect to customer attitude for soccer shoes in market – A case study
on Phymix shoe.
Research objective:
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These are the objectives which are prepared for soccer shoe market and an organisation
which is Phymix shoe which is a well settled and manufacturer of footwear in Hong Kong
market.
 To analyse the factors which are going to affect customer behaviour
 To identify the elements which affect purchase intention of users for Phymix soccer
shoes To identify the consumer decision making for particular variety of shoes
Research question:
These are general questions which asked by an researcher for particular goods and
services so that appropriate outcome could get gain. These are several research question which
are framed on the basis of research objectives and aims.
 What are factors which affect consumer behaviour?
 Which are consider as essential element in relation to purchase intention?
 Which variety of shoe is really needed according to consumer point of view?
These are research aims, objectives and question in relation with Phymix shoes manufacturer.
This made an positive impact on an organisation so that they are going to make work more
appropriate and effective.
1.3 Literature Review
In this part of research, each and every objective get analyse by using various writers and
authors perspective,. This is helpful in doing this segment so that chances of gaining appropriate
outcome will get increase (Andrews and Shimp, 2017). On the basis of various writers
perspective, proper questions get answered and a gap get analyse as well. Analysis of lap
between different outcome is essential so that whole project outcome get ascertain properly. By
consulting various authors perspective, different views get analyse which is helpful in working
on every objective properly. Along with this, research gap get analyse which is helpful in
examine authors whom provide views in support and whom are not.
1.4 Significance of research
Every investigation have some significance in its place which is helpful in working and
ascertain every objective in an appropriate manner. This process is helpful in conducting a
potential research through which management can gain appropriate actions on them. This present
report is prepared for the Phymix shoe manufacturer whom want to manufacture and export
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quality based soccer shoes to their users. This will enable them in analysing the various
individual perspective for this relation and enhance the outcome as well. A major thing which get
analyse through this investigation is about how the new technology is helpful in manufacturing
quality based soccer shoes which enable in maximise the satisfaction level of customers.
Although, every shoe is distinct in nature and thus this fact also have to get analyse by this
research, every field is different under which cricket shoes and soccer shoe both are get vary
from each other (Whan Park and et. al., 2010).
Hence, this research is important for an organisation to product such quality based
products which are more in quality. Along with this, on the basis of this investigation, company
have to analyse about different price and quality of product which really want by their customers.
Thus, whole research is based on such aspects and its importance level is high for Phymix shoe
manufacturer in relation to maximise their market and number of customers as well.
1.5 Rationale of study
A major objective of this research is to analyse the brand image of a company in front of
customers so that organisation can manufacture different variety of shoes which is helpful in
ascertain all objectives and targets properly. A moral value and ethics have to get fulfil for this
investigation so that chances of duplication reduce and reliability and validity get increases.
There are various elements are identify in environment which affect consumer behaviour like
price, design, number of competitors etc. All of them have to take in account by an organisation
so that appropriate steps get derive for them in making the outcome appropriate for investigation.
Along with this, intention of purchasing of each and every user is also different. Thus,
management have to analyse this fact and take appropriate step for such consent as well.
Although, this is a helpful measure which facilitate an organisation to ascertain all goals and
targets in an appropriate manner.
Another major rationale of this study is about consumer attitude towards different type of
shoes. Variety of shoes have to deliver to the target number of customers by analysing their
perspective. For this consent, company determine a major thing which is to manufacture soccer
shoes by using new technology. This element might reduce their prices and increase sales
properly and in a positive manner as well. Thus, business have to take such thing in
consideration so that management can take appropriate steps in their long term context.
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1.6 Issues of research
There are many issues are analyse which are associated with this research. Management
have to analyse them as well through which they can maximise the output which gain from such
investigation. A major drawback of this research might be not using appropriate resources which
play an important role. Hence, this work as a critical thing and management have to use reliable
things and resources in business which aid in maximise the business and their operations as well.
Another major issue which is related with business is reaching towards vast range of
users. This is another major issue which faced by research of business. Thus, management have
to take adequate step to fill this gap and ascertain all values of research properly as well. Validity
of research is essential for every investigation but in case if management do not use reliable
source of information then management have to bear heavy loss. All these things are going to be
discussed in this research which made a vast positive impact on organisational goals and
objectives.
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CHAPTER 2 - LITERATURE REVIEW
Introduction
This part will discuss about the brand image and its influence on the consumer behaviour which
is very significant. There are various authors who demonstrate the power of brand and its
positive impact on the purchase decision making. In the era of social media, there are large
business organization of sport shoes using all communication tools in order to create awareness
in the market about the value of their brand as compare to genuine products and services.
Factors that affect the consumer behaviour
Consumer behaviour is refers to the purchase and acquisition of goods and services in order to
satisfy their demand. It is a long term process which involves various stages from identity needs
to post purchase behaviour. According to Lee (2012) There are various factor which influence
consumer and their attitude towards the brand image. He said that, personal factor is too effective
which are, Age is a life cycle which having a potential impact on the purchasing decision making
of an individual and its behaviour. There are different types of groups such as younger
generation, married people, unmarried people etc. These all groups needs are changeover a
period of time in the should be recognized by the sports company. So that they can make their
products accordingly. On the other hand, as par, Wu and Chan (2011) occupation also plays a
vital role in the consumer purchasing process. He believed that, there are different people which
occupation also different. For instance, a business man is more focused on luxury brand and a
professional individual can prefer a cost effective brand. Therefore, each and every company is
tries to increase its brand awareness for their potential customers so that they can meet their
research aims and objectives in an effective manner. According to the Bagram and Khan (2012)
the role of economic situation is plays a prominent role in the purchasing decisions. There are
different types of income groups such as lower level, middle level and upper level. With the help
of such categories shoes companies can target its customer accordingly. Culture is related with
the certain norms, beliefs and customs which followed by a group of people and society. Each
country having its own culture which influence a purchase behaviour at the larger level. In the
context of UK, the economic situation is quite good which helps to motivate consumer. This is a
multicultural society which having a large influence on their consumer behaviour so that they
understand these norms and guidelines in order to perform their task in an effective manner.
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Further, the role of marketing on consumer attitudes also significant and specially for sport shoes
manufacture. Therefore, they try to increase their spending on the advertising and social media
tools such as Facebook, Instagram, twitter etc. So that they can increase its brand and recognize
its image among customer in the longer run so that they can increase its effectiveness.
Factors that affect the purchase intention:
According to Hartmann and Apaolaza-Ibáñez (2012) Consumers are those who buy
products of company and for they are required to take decision regarding it. Purchase intention
means that customers have the choice whether to buy the products or not and on basis of their
study they make final decision. There are various such factors which affect the decision of
customers and therefore are required to be taken into consideration. The main element is the
environment which is maintained in any retail shop. By this intention of buyers will be affected
as if they will get good place and are satisfied with the facilities that are provided to him there
then positive opinion will be framed in his mind and this proves to be advantageous for store,
now he will be more willing to make purchases.
As stated by Claiborne and Sirgy (2015) another factor is time devoted by consumer in
buying which means that if he will be spending more time in store then will become aware of all
the features provided and also makes better analysis. This helps him in taking decision by using
all information which he gains from that place. All the factors are not on part of company only
and it means that in this consumer behaviour is also very important and is affecting consumer
intentions. Many products are provided and if he is preferring them above others then will want
to buy them. If the image of company in eyes of consumers is good then it will be a positive
factor and by that there intention to purchase will become more strong and the chances that
purchase will be made is increased. If the relation is positive among the consumers and products
than overall impact will also be positive otherwise adverse effect will have to be borne.
According to views of Kwun (2011) quality of the product is another element which will be
noted while purchase is made. If the buyer is satisfied with the quality that is being provided to
him then his intention to buy the product will become more strong. If this is continued then good
brand image will be developed which will further add to the positive aspect in consumers
intention. All of these factors if pursued in good manner then will be helping the business to
retail customers for longer duration of time. This is because when someone is satisfied with any
service or product, then they become habituated to it and will not be wanting to switch to some
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other product that are provided by rival firms. Also price of product shall be noted as this is the
main aspect which is seen by consumers before they make any decision as they will evaluate that
whether it will be in their purchasing power or not to buy that product. So such price shall be set
which s affordable by most of the people so that overall increase in sales revenue can be attained.
Consumer decision making process
According to Ilicic and Webster (2011) every consumer will be making some decision
and in that they will be required to follow a process. The whole procedure has been divided in
five stages which are be complied. The first level is need recognition and in this consumers will
identify that what is their requirement. It means that every person wants something different as
per their need and so it is very necessary that before making any choice it shall be determined
that what is that so that best decision is taken. Then comes searching and gathering of data in this
all the required data in respect of the required product or service will have to be accumulated.
Under this various sources will be used by them from which any relevant information can be
obtained. For this public review and other sources will be undertaken. By that they will know
about the quality and features of goods which they are considering for purchase. Then comes the
evaluation stage in which all the alternatives are examined. This is fact that in every case there
are various options which are available with the buyers and they can make a choice from among
them. For this all the options will have to be identified and then they will be compared with one
another on the basis of their features and characteristics. In that their quality, price, durability and
other aspects will be taken in consideration. So by the use of them all the alternatives will be
evaluated and this will be most important level as whole process depends on this. If proper
functioning will not be made then whole process will prove to be a failure. Then comes the stage
which is of actual purchase. As per Bhattacharya (2011) in this level all the customers will be
buying the product which they have selected on the basis of the steps which are performed in
earlier stages. They will pay the price that id to be paid in respect of it and in return for that
retailer will be providing the with the required good.
Last comes the post purchase evaluation in which it will be checked that whether the
product that has been bought meets all the requirements and is satisfying needs of customers. If
any feedback is there in relation to it then it will be taken for further improvement. The decision
that will be taken will be affecting many emotions and there are chances that negative emotion is
generated and that will not be considered as good. If the choice that is made is not correct then
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the consumer will feel guilty and this causes adverse impact on his thought process. It may go
against the norms and values which are there as he feel that they have not been followed
appropriately and due to that only results are not adequate. So all of the above mentioned are the
steps that are to be followed by all the consumers who are involved in the process of decision
making and by the help of them such decision will be made that is in overall interest of them and
will prove to be of great advantage.
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REFERENCES
Books and Journals
Aaker, D. A. and Joachimsthaler, E., 2012. Brand leadership. Simon and Schuster.
Andrews, J. C. and Shimp, T. A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Bagram, M.M.M. and Khan, S., 2012. Attaining customer loyalty! The role of consumer attitude
and consumer behavior. International Review of Management and Business Research.
1(1). p.1.
Bhattacharya, S., 2011. Consumer attitude towards green marketing in India. IUP Journal of
Marketing Management. 10(4). p.62.
Claiborne, C.B. and Sirgy, M.J., 2015. Self-image congruence as a model of consumer attitude
formation and behavior: A conceptual review and guide for future research. In
Proceedings of the 1990 academy of marketing science (AMS) annual conference (pp.
1-7). Springer, Cham.
Hartmann, P. and Apaolaza-Ibáñez, V., 2012. Consumer attitude and purchase intention toward
green energy brands: The roles of psychological benefits and environmental concern.
Journal of Business Research. 65(9). pp.1254-1263.
Ilicic, J. and Webster, C.M., 2011. Effects of multiple endorsements and consumer–celebrity
attachment on attitude and purchase intention. Australasian Marketing Journal (AMJ).
19(4). pp.230-237.
Keller, K. L., Parameswaran, M. G. and Jacob, I., 2011. Strategic brand management: Building,
measuring, and managing brand equity. Pearson Education India.
Kim, C. and Heere, B., 2012. Consumers from emerging markets: perceptions and attitudes
toward global sporting brands. Sport Marketing Quarterly. 21(1). p.19.
Kwun, D.J.W., 2011. Effects of campus foodservice attributes on perceived value, satisfaction,
and consumer attitude: A gender-difference approach. International Journal of
Hospitality Management. 30(2). pp.252-261.
Lee, B.C., 2012. The determinants of consumer attitude toward service innovation–the evidence
of ETC system in Taiwan. Journal of Services Marketing. 26(1). pp.9-19.
Whan Park, C. and et. al., 2010. Brand attachment and brand attitude strength: Conceptual and
empirical differentiation of two critical brand equity drivers. Journal of marketing.
74(6). pp.1-17.
Wu, S.I. and Chan, H.J., 2011. Perceived service quality and self-concept influences on
consumer attitude and purchase process: A comparison between physical and internet
channels. Total Quality Management. 22(1). pp.43-62.
Online
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