Analysing The Impact of Advertisement Over The Brand
Introduction As the competition and awareness is rising nowadays so now businesses have been started advertising advertisement to grab the attention of the customers towards its products. Advertising is a medium of marketing and communication that is used to convince the spectators and audiences to initiate the buying or continuing action i.e. buying, in regard to some profitable and commercial contributions (Hendricks, Bonner, McCoskey, & Asmussen, 2002). Brand perceptions are made up of experiences of the customer that can be either functional experiences i.e. ease of use and reliability or emotional attachment which includes that the brand make someone feel better or it improves their performance (Collins-Dodd & Lindley, 2003). These perceptions can be formed by some past experiences with the brand or the company launching the brand, some association with the employees of the company, or some peers and friends might have recommended them to you. So it is up to the managers to understand the way how customers will or can perceive and their brand selection process.
Nestle UK: A Brief Introduction Nestle is considered to be one of the largest food and beverage companies in the world, and is also best known for its variety, its quality and its nutrition values contained buy the products. It was formed in 1905 and its headquarters are in Switzerland and it has millions of customers all around the world and in UK as well. It is considered to be the largest food company in the world, in terms of its revenues. Nestle has approximately 8,000 brands leading to a large number and range of products through a large number of markets. Nestle has approximately 447 manufacturing plants that are operating in almost 194 countries and there are around 333,000 employees working under Nestle. The major theme of the company is “Good food good life� which is also communicated to the customers at the end of every television commercial, and the same has also been printed on the packaging of the products.
Rationale for the Study
The literature has shown a new pathway to specify the research to a company instead of been studying it generally (Caruana, 2002; Cretu & Brodie, 2007). As the companies now putting a huge budget on advertisement and promotion so they should know what impact and change it brings in the minds of the customers. How much these advertisements are helpful in maintaining or changing the perceived image of the brand in the minds of customers. And as Nestle is a multinational company, it is important to identify the impact of advertisements over the customers’ brand perceptions and purchase decisions for the fruit juices manufactured by Nestle. In this research, the customer survey would be conducted in different super markets. This research would offer the researcher with an understanding on how do the purchase decisions for Nestle fruit juices have been impacted by the advertisements.
Aims of the Research This research aims at identifying the impact of advertisement on the brand perceptions of Nestle fruit juices in UK. The major aims of the research are to find that whether the brand perceptions are developed through advertisement or not for Nestle UK. As the company invest a lot of budget on advertisement so this study will be helpful for them in knowing whether advertisement has an impact on the brand perceptions or not.
Objectives of the Research The major objectives of this research are as follows: 1.
To analyse current advertisement strategy and advertisement in general and of Nestle Fruit juices
2.
To analyse the factors affecting the brand perception of Nestle fruit juices.
3.
To examine the influence of advertisement on the brand perception
4.
To recommend the improvements in advertisement strategy for Nestle Fruit juices and in general
Research Questions The major research questions raised in this study are as follows: 1.
Are Nestle Fruit juices relying on advertisement for its promotion?
2.
Which factors are affecting the brand perception of Nestle Fruit juices?
3.
Can advertisement influence the brand perception of Nestle Fruit Juices?
4.
What are the possible improvements in advertisements can be made by Nestle Fruit Juices?
Literature Review Brand Perceptions and its Importance
Brand perceptions are considered to the sum of all the experiences and happenings that are related to the product, or a service or companies that produce and deliver it is a Brand (Berger,Draganska, & Simonson, 2007). However no significant work has been done to determine its antecedents.Literature has argued that customer’s opinion is more significant than ever in determining the brand perceptions. This understanding and development of perceptions in the mind of customer can be developed and established through a wide range of sources. This is in turn a time taking process(Newman, Stem Jr, &Sprott, 2004). Yet authors have not evolved it clearly that how the process of building brand perceptions can be made faster. Maintaining the brand awareness and positive brand perceptions have become major challenges for the beverage companies over the period of past few years (Malik and Guptha, 2014). Still a theoretical work in this regard is quite rare which is leaving the concept folded. Advertisement and their Exemplary Influence The definition of advertisement that is derived from past literature is that is as an effort at imagination that will instigate and inspire customers on obtaining the product and through these activities the ability of consumer is affected with the consumer’s attitude towards the product (Goldsmith, Lafferty, & Newell, 2000; Yi & Jeon, 2003). It can also be taken as suppliers’ submission of a physically inspiring power to influence and arouse the consumers’ needs and their actions for purchasing while transferring and broadcasting the signals to change recipient’s concepts about the product. Nevertheless the wide range consequences of advertisement are not related with brands in terms of awareness, perceptions or image in the past.Order Now