| Collection Title: | SIU Thesis | | Title : | Impacts of Brand on Consumer Decision Making: A Case study of Beer Brands of Nepal | | Material Type: | printed text | | Authors: | Shrawan Mandal, Author ; Ousanee Sawagvudcharee, Associated Name ; Sujan Raja Shrestha, Associated Name | | Publisher: | Bangkok: Shinawatra University | | Publication Date: | 2018 | | Pagination: | viii, 83 p. | | Layout: | Tables, ill. | | Size: | 30 cm. | | Price: | 500.00 Baht. | | General note: | SIU THE: SOM-MBA-2018-N05
THE [MS.[MBA]] -- Shinawatra University, 2018 | | Languages : | English (eng) | | Descriptors: | [LCSH]Beer -- Nepal
[LCSH]Consumer behavior
[LCSH]Decision making
| | Keywords: | Advertisement,
Peer Group Influence,
Situational Variation,
Brand Preference,
Beer Consumption | | Abstract: | This study examines the consumer purchase decision for beer brands in Nepal. The concept of knowing the consumer purchase decision while purchasing beer brands in Nepal is a new concept and to address the gap the paper analyzes the factors which have relationship with the consumers more focused and priorities factors for purchasing particular beer brands in Nepal. It also examines the level of impact of the independent variables: brand awareness, brand loyalty, perceived quality and brand association on the dependent variable: consumer purchase decision. The research was conducted using only quantitative method. While, for the quantitative method a sample of 400 customers from four different channels i.e. Restaurants, clubs, Hotels and Local Bhatti’s from Kathmandu, Nepal. While, five point likert scale questionnaires were conducted for data collection, the collected data were analyzed using correlation and regression analysis apart from thematic analysis. The paper found a positive significant relationship between the independent variables: brand awareness, perceived quality and brand association, and the dependent variable consumer purchase decision. Whereas, brand loyalty had a positive but not significant causal relation with consumer purchase decision for any particular beer brands. Further, branding activities, campaigns to promote beer brands through mass media and ad agencies, partnering up with specialized agencies, providing discounts and value-added promotional activities etc. were essential to promote the beer brands of the beer companies and attracts the consumers towards to buy their particular beer brands. To sum up, all the elements of brand are equally important for understanding the consumer decision making. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27861 |
SIU Thesis. Impacts of Brand on Consumer Decision Making: A Case study of Beer Brands of Nepal [printed text] / Shrawan Mandal, Author ; Ousanee Sawagvudcharee, Associated Name ; Sujan Raja Shrestha, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2018 . - viii, 83 p. : Tables, ill. ; 30 cm. 500.00 Baht. SIU THE: SOM-MBA-2018-N05
THE [MS.[MBA]] -- Shinawatra University, 2018 Languages : English ( eng) | Descriptors: | [LCSH]Beer -- Nepal
[LCSH]Consumer behavior
[LCSH]Decision making
| | Keywords: | Advertisement,
Peer Group Influence,
Situational Variation,
Brand Preference,
Beer Consumption | | Abstract: | This study examines the consumer purchase decision for beer brands in Nepal. The concept of knowing the consumer purchase decision while purchasing beer brands in Nepal is a new concept and to address the gap the paper analyzes the factors which have relationship with the consumers more focused and priorities factors for purchasing particular beer brands in Nepal. It also examines the level of impact of the independent variables: brand awareness, brand loyalty, perceived quality and brand association on the dependent variable: consumer purchase decision. The research was conducted using only quantitative method. While, for the quantitative method a sample of 400 customers from four different channels i.e. Restaurants, clubs, Hotels and Local Bhatti’s from Kathmandu, Nepal. While, five point likert scale questionnaires were conducted for data collection, the collected data were analyzed using correlation and regression analysis apart from thematic analysis. The paper found a positive significant relationship between the independent variables: brand awareness, perceived quality and brand association, and the dependent variable consumer purchase decision. Whereas, brand loyalty had a positive but not significant causal relation with consumer purchase decision for any particular beer brands. Further, branding activities, campaigns to promote beer brands through mass media and ad agencies, partnering up with specialized agencies, providing discounts and value-added promotional activities etc. were essential to promote the beer brands of the beer companies and attracts the consumers towards to buy their particular beer brands. To sum up, all the elements of brand are equally important for understanding the consumer decision making. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27861 |
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