Volume : 2, Issue : 1, January - 2013

Brand Decision: Impact of Product Appeal

Ajit Narayan Mohanty, Dr. B. B. Parida

Abstract :

Developing, creating, maintaining & implementing successful ands is frequently at the heart of marketing strategy. Brands generally activate the buying process & help in the purchase decision of consumers. Successful ands are those which create an image in the mind of the consumers. The and decision is dependent on the perception of the buyer when he/she feels that the attributes match the needs. When the attributes fails to satisfy the needs/expectations, then the consumer searches for a better alternative i.e. another and of product which he/she feels will satisfy his/her needs. The ands try to rely on the consumer habits or relying on those ands which have proved satisfactory to them or their known consumers in the past. So a marketer always tries to identify the consumer’s needs & expected benefits from the and & make the offer available to the consumer accordingly. This article is an attempt to examine the relationship of the and decision & product appeal scenario & to make an analysis of product appeal across ands, markets. This article also tries to review the different types of product appeal on and decisions of consumers while buying.