The Effect of Price on Consumer Brand Perception Research Paper

The Effect of Price on Consumer Brand Perception - Research Paper Examplemade up of past experiences associated with the cross out or product, such as related past purchases, recommendations or cautions from friends or colleagues, or memory of advertising promotion. The most effective of the latter has been shown to be the celebrity endorsement primarily due to the level of perceived similarity between the consumer and the celebritys public persona, thus making an emotional connection at the same clock they are receiving a recommendation from a perceived friend or colleague in the form of the celebrity. The next step in the thought forge is the external search. This is a more physical, plausible search for a product made by a consumer seeking to make an immediate purchase or as part of an ongoing search to stay updated until theyre ready to make a purchase (Kamins, 1989). Throughout this process, price comparisons are made from product to product, brand to brand and store to stor e. Judgment is then made on the information that has been built up during these two steps, internal and external. Only then does the consumer make their stopping point about which product to purchase, yet this doesnt end the process.Once theyve made the purchase, consumers typically conduct a post-purchase evaluation of the product that will result in either satisfaction or post-purchase dissidence. Much of conventional marketing research has shown that consumer decision follows the sequence of need recognition, search for information, alternative evaluation, purchase and then outcomes (Kamins, 1989).