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