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Paper Details

Spillover Effects of Ingredient Branding Strategies on Brand Choice (A Study on the Automobile Industry)

Spillover Effects of Ingredient Branding Strategies on Brand Choice (A Study on the Automobile Industry)

Ashish Stephen Washington, Dr. Kokil Jain

Journal Title:
Abstract


Ingredient branding strategies have off late become a booming area of interest for various market players in diverse fields. It is an opportunity for companies to come out with new and progressive brands that set their product apart from that of their contemporaries. This study seeks to identify those effects which are not so apparent to the use of ingredient branding strategies on consumers brand choice. An exploratory research was conducted amongst respondents chosen by using convenience sampling techniques since the objectives were clear and concise and results were drawn with the help of relevant statistical tools. Based on several research papers hypothesis were drawn and the results were very clear and distinct. It was concluded by and large that ingredient brands are not an important evaluative criteria for the consumers. The data also showed that though the presence of ingredient brands does not aid the purchase decision of the consumer but their absence surely influences their purchase intention. This indicates to several marketing implications that can be drawn in terms of adoption of ingredient branding strategies and pricing the products in ways that it leads to a healthy competition in the industry and provides value to the consumer. A win-win situation for both the marketers and the consumers can easily be arrived at with the efficient use of ingredient branding strategies.

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