Literature Review In the present
period, salespersons are concentrating customer
rule that is customer is their primary
inclination. To keep bottomless eye on customers
the primary responsibility to the corporation
is to gain the knowledge
about the customers.
In this way salespersons will be successful
in rewarding the needs and wants of the customers
and pursue the well opportunities
in the marketplace.
Researchers expose that marketers need to recognize
these four things
in order to serve their clients better.
Initially salespersons must know that customers make normal decisions
so they can get the best product
available in the market. Moreover
customers also make illogical decisions
and they are very impetuous
and can be attracted towards
the advertising activities.
In the same way emotional
relationship also put an influence
on the brain of customers.
In the last customers also procure as a problem
solver, they seeks the products
which can solve their problem
Advertisement and factors influencing:
Advertisement is an effort
at inspiration which effects the customer’s object
to buy a specific product
and change or make the observation of the product
in the brain of the consumers. Advertisement
appeal performance as a dealer
to arouse the psychological reason
of the consumer
for buying. Advertisement
involves normal and emotional appeals.
In normal appeals
the product can be highlighted
mainly on its benefits and the problems
which it can solve while on the other hand emotional appeal
see the consumer’s
psychosomatic, emotional and social necessities
. Rafique et al, argued
that advertisement is a way to interconnect
with the audience.
They believed that culture highly
influence the buying
behaviors of the people because
every person has different requirements
and movements according
to their life styles. Therefore
if we say that advertisement
is alike a magic than it will not be wrong because
advertisement really changes
the needs and wishes of the people
and occasionally it creates the need among the people.
People are highly
concerned by the advertisements and organizations are trying to target the lots of the people.
Organizations are using above the line and below the line techniques
of the advertisement
which fit best with their products. Researchers
have found that media advertisement
are most popular
advertisements and people
like television ads, so it is a suitable average
to advertise products.
A research conducted
in India found that youths
are highly attracted
towards the TV commercial. Along with that teen girls also influenced
by the TV commercials and they watch to buy the products
which they saw in commercials.
So it gives us idea that mass media has the great effect on the advertisements. Organizations
are moving towards
the creative content
which attracts the teenage girls as well as boys to buy the products.
With the present
era there has been seen a amazing
successful in technology,
with this technology
advertisers now studying
the number of mass media channels and means of communications which provide them the easy and fast access to the consumers.
Other side of this technology
advancement is that customers are now having
abundantly of information
and they can get the thing which best suits to them. So it becomes very difficult for the promoter
to build the brand awareness
and condition the mind of the customers
to make final purchase decision,
as customers are gaining more control over the products
and information.
Consumer attitude
and behaviors
As mentioned earlier,
consumer buying pattern
is directly evolved
from the consumer
behavior and its attitude. Many things combine
to build up the behavior
of any individual.
The first thing which influences
the consumer behavior
and shapes it is his culture. Culture
builds the strong
perceptions of the products in the mind of the customers (hye-Shin
Kim, 2008). According
to Rai, 2013, there are several national
and international brands
which people recognized
and have strong
perception in their minds. These perceptions are pinched in their mind because of their culture,
life styles and surroundings. Also advertisements have very important
role in shaping
the consumer behavior.
Advertisements are the source of motivation which forces them to buy a particular
product. Advertisements are also a source of building trust.
Consumer is induced
significantly if he is looking
for the quality
and prices of the products.
Purchase attitude can also be build up by product
evaluation and brand recognition (Rai, 2013). Consumers
in all over the world are attracted
towards the brand and products
which are emotionally
attached with their behaviors. Studies
found that emotional
attachments put a huge influence
on the customers
and their buying
behavior as people
tend to associate
themselves with the brand.
Advertisements shape the behaviors of the people
through cognition. Cognition
is the perception
of a person
towards the information
communicated through advertisements. These cognitions are observed by the individual
through his senses,
perception, attention, memory,
reasoning, language, etc. best way of attracting
the customers is to understand
the psychological cognitive
aspects of the consumers (Sandra
Jakštien?, 2008).
Impact of Advertisement
Role of advertisement is to carry message to the far distances. It is also use to target the scatter mass audience. The role of advertising on sales volume
is very important.
It is proved
to be very essential tool in enhancing
the sales of brand. Advertisement
is directly linked
with the sales of the products (Abiodun,
2011).
Through advertisements customer
behavior shaped and they motivate
to buy such products. Researchers
found that repetition
in the advertisement
hit the mind of the customers which also help them to remember that product and purchase repeatedly
(Pope, 2009).
Approaches of Consumer Behaviour
When scientists
started to analyse
decision making based on consumer
behaviour many different
approaches have been presented. There are many various names for consumer
behaviour approaches where five main ones appear.
According to G. Foxall (1990),
there are different
variables needed to examine these five approaches
which will be presented in later subchapters.
Economic Man
In this approach,
the customer is considered as a totally
rational and self-interested decision
maker. The interest
into product utilization
and minimal additional
effort making is highly expressed.
The first time this term “Economic Man” was used was in 19th century
by J. Persky
(1995) in capitalist
economic theory, where later this approach was analysed in further detail
and research was carried out.
Psychodynamic Approach
This approach explains
that the behaviour
of the customer
is subjectively driven
by biological expressions
and drivers which are referred
to as ‘instincts’.
These ‘instincts’ are influencing customers’
behaviour unconsciously. This approach is determined not by objective
knowledge creation or environment stimulation,
but by biological
drivers such as feelings and behaviour which depend only on human being. This approach claims
that each of the customer’s
action does have meaning. In addition, it is assumed
that most of the features
of the behaviour
of the customer
were already formed
in the early days of the childhood
(S. McLeod, 2007).
For example, people
tend to choose
comfortable shoes rather
than uncomfortable.
Behaviorist Approach
According to J. Bray (2008),
the behaviourist approach
is described as the behaviour
which was learned
by the external
events, and customers
actions are partly
based on biological
unconscious drivers. In this approach,
it is believed
that behaviour is a response
to an external
and internal stimulus.
Customers react to the environment
they are in by the already learned
ways from the past. What is more, the behaviour
which is expressed
by the customer
is learned also from the environment he/she
is in (A. Sammons, 2013).
Domestic Shoes Industry
Domestic market
of Pakistan has been growing
rigorously over the couple of decades. Some local companies
start manufacturing the cosmetic product
to fulfill the domestic as well as international need. This industry
is growing and have potential
due to two reasons, first the effective
cost cut and cheap available
in the Pakistan
market and second
is the increasing
purchasing power of the people
of the country.
The demand of the Shoes products is increasing due to advance
media and massive
advertisements on the media. People
start considering these products as essential of the life. But due to all of these facts the total spending
of the Pakistan’s
individual is very less as compared to the overall
average spending per person in world. Industry
has much potential
in it and can contribute
much in the economy of country, however
in present time it is highly fragmented
and concentrated in big cities
Consumer buying
behavior of Shoes products
Consumer is considered
as a king of market
and marketers are focusing on the different
factors to attract
more and more customers. These factors include
the buying habits,
preferences, taste, like and dislikes
of consumers and accordingly they need to revise its policies and marketing mix. As we see the buying behavior
of consumers of this market
it is obvious
that people are highly quality
conscious. People are highly associated
with the bran d due to quality
and results of the specific
brand. They are attached emotionally
with the brands
and they can wait for the product
during the non availability of the product.
Although people are becoming brand conscious but the actual
brand decision is in their hands (Desai,
2014).
Brand Awareness
Brand awareness refers
to the ability
of a potential
customer to recognize
the brand while categorising the brand to a specific
class (D. Aaker,
1991). It is believed that brand awareness
is one of the main subjects to pay attention
to in brand equity. To second, according
to T. Shimp (2010), from the consumer’s
point, a brand has no equity unless
customer is at least aware of the brand. The recall of brand awareness
is based on a continuum
where the brand recognition is in the lowest level and the highest level where the named brand is going along with unaided cancellation.
As for the product, it is important
to be recognized
and reach awareness
level among other similar or identical items while the potential consumer
is making purchase
decisions. According to D. Blackwell
et al. (2001),
the product needs to be in the set of awareness before
the consideration stage is being reached. It is believed
that brands with a higher
level of recognition
would be more likely purchased
than the ones with no recognition. Moreover,
brand awareness is an initial
goal for new brands. Based on W. Hoyer (1990),
this is an explanation why customers buy well-known brands
rather than unknown
ones.
The level of brand awareness
can be affected
by some factors.
Taking the chosen
countries, Denmark and Lithuania, geographical
location is an influential indicator
for consumer brand awareness. Having
geographical differences and distance from the so call “fashion
dictator” countries may have effect
on consumer awareness
on certain brands.
As the Danish
footwear market is already mature
(CBI, Denmark, 2010),
it indicates more successful footwear
market development rather
than the Lithuanian
footwear market. Furthermore,
Denmark has its own national
brands such as “Ecco” which is well known in Europe and other continents.
The Lithuanian footwear
market has national
brands as well, however, most of production
is being exported
(CBI, Lithuania, 2010).
Brand Loyalty
According to D. Aaker (1991),
consumers tend to continue to purchase the same brand despite the demonstrated benefits
(including better features,
lower price or convenience) by competitors’ products.
Brand loyalty is believed to be one of the main components
of 31 brand equity. The more loyal customers there are the stronger position
the brand has in the market and there are less vulnerable
clients who would be willing
to change brand they regularly
purchase products from. However, K. Keller (2003)
highlights the fact that repeated
purchase does not signalize brand loyalty itself.
He points out that customers
make repeated purchase
actions towards the same brand as they have specific
habits which do not change
or they are being affected
by sales or other promotions.
quality
and brand loyalty
concept
In its basic,
simplified meaning, a brand is mostly perceived
like a quality
warranty recognizable on the market
(Vraneševi?, 2007). When talking about quality, the market perceived
quality needs to be taken in consideration
regarding product’s ability
to (Vranešavi?, Vignali
and Vrontis, 2004, 239)
• be functional in it its basic purpose,
• liability
to perform its basic purpose,
• be long-lasting and easy to maintain,
• be simple and safe to use
• be well designed
and styled
• have good company
reputation and brand image
• lead to total satisfaction during
continuous use of the product.
If all of the seven above mentioned points
are on satisfactory
level for customers/consumers, we can say that the perceived quality
of the product
is high.
In general, satisfaction
can be defined
as a feeling
of comfort or disappointment that comes from comparing expected
and received values
or performances of the product.
If performance is not on the expected
level, the consumer
is not satisfied;
if it is, the consumer
is satisfied. And if the product performance
is over the expected level,
the consumer is very satisfied
or even overwhelmed
