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Consumer Behaviour : Dynamics of Building Brand Equity
By Soma Sen Gupta

First Published : 2005
ISBN : 8177080946
: 9788177080940
Pages : 305
Binding : Hardbound
Size : 5 x 9
Price : US$ 28
ABOUT THE BOOK

The last century witnessed many innovations, new concepts and techniques in the field of marketing. As the world has entered into the third millennium, the national and the international environment is surcharged with an all-round hyperactivity, posing new challenges for the marketers. With the emergence of the concept of Total Quality Management (TQM), quality of the product has become a major tool of competition. Inspired by the astounding success of many Japanese companies, several national and multinational companies are spending huge amounts of money in improving quality and in implementing the Total Quality Management concept.

However, superior quality of a product is not always a passport to its success in the market. Equally important is the buyers’ perception of quality of that product. Generally, buyers do not get time and opportunity to gather detailed information about each and every available brand of a product category before making a purchase decision. Hence, they judge the product quality on the basis of certain visible signals, such as price, brand name, reputation of the store, and advertisement. An understanding of this aspect of consumer behaviour helps the marketer to develop an appropriate marketing strategy.

This book examines the influence of price, brand reputation, and store reputation on the buyers’ perception of product quality, with special reference to durable, semi-durable, and non-durable products. The book, it is hoped, will provide further insights into consumer behaviour and brand building and would prove useful for students of commerce, management and economics.


CONTENTS
     
1. Quality Management — Concepts and Dimensions
- Concept of Quality
- Concept of Total Quality Management (TQM)
- Concept of Perceived Quality
- Concept of Perceived Value
- Concept of Perceived Risk
- Concept of Perception, Stimulus and Cue
- Concept of Buyer
- Concept of Product
 
2. Interrelationship between Pricing, Brand Name and Quality
- Price and Perceived Quality
- Brand Name and Perceived Quality
 
3. Buyer’s Perception of Product Quality
- Store Name and Perceived Quality
- Perceived Risk in Store Selection
- Multiple Cue Studies
 
4. Quality Perception: Durable Products
- Classification of the Statements into Factors
- Influence of Socioeconomic Variables on Buyers’ Product Evaluation
- Influence of Education
- Price-Quality Relationship
- Brand Reputation-Quality Relationship
- Store Reputation-Quality Relationship
- Influence of Other Factors on Product Evaluation
- Relationship between Factors Considered and Quality Perception
 
5. Quality Perception: Semi-Durable Product s
- Influence of Socio-Economic Variables on Buyers’ Product Evaluation
- Price-Quality Relationship
- Brand Reputation-Quality Relationship
- Store Reputation-Quality Relationship
- Influence of Other Factors on Product Evaluation
- Relationship between Factors Considered and Quality Perception
 
6. Quality Perception: Non-Durable Products
- Classification of the Statements into Factors
- Influence of Socio-Economic Variables on Buyers’ Product Evaluation
- Price-Quality Relationship
- Brand Reputation-Quality Relationship
- Store Reputation-Quality Relationship
- Influence of Other Factors on Product Evaluation
- Relationship between Factors Considered and Quality Perception
 
7. Managing Quality Dynamics
- Factors Considered while Buying the Product
- Quality Perception of the Influencing Factors
- Price of the Product
- Brand Reputation
- Factors Considered in Store Selection
 
8. Strategies for Product Management and Marketing
- Major Conclusions
- Implications for Marketers
 
Bibliography

Index


ABOUT THE AUTHOR
     

Dr. (Mrs.) Soma Sen Gupta secured her M. Com. degree from South Campus, University of Delhi in 1993. Thereafter, she did her M.Phil. and Ph.D. from the Department of Commerce, Delhi School of Economics, University of Delhi. She has published a number of articles on consumer behaviour and quality management in reputed journals including Vikalpa (IIM, Ahmedabad) and Indian Journal of Commerce. Presently, she is a senior lecturer in the Department of Commerce, Kamla Nehru College, University of Delhi.


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