Article2003

The effect of the brand on perceived quality of food products

149 citations0/0 files storedBritish Food Journal

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

The chosen marketing strategy (including the branding as its integral parts) is highly important in this process. Nowadays, the brand becomes one of the basic motives for the consumers’ choice of a particular food product. The importance of the product brand shall be seen primarily in its impact on consumers’ choice and their loyalty through identifying and differentiating quality and origin, as well as creating additional values. The aim of this paper is to research the extent to which the consumer perceives the brand and how much it affects the evaluation of the functional characteristics of the product, primarily product quality. This paper analyzes the sales of tin cans (patés) as well as explores the effect of the product brand on sales. The main conclusions of the paper are that consumers do not value products based exclusively on their physical characteristics and that in the process of making a purchasing decision when choosing an alternative, consumers will first perceive the brand as “a sign of quality” and then other evaluation criteria (physical appearance and packaging, price, the reputation of the retail network).

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References

1999Whence Consumer Loyalty?2000Marketing management: analysis. planning. implementation and control 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1991Managing Brand Equity 1995The Comparative Advantage Theory of Competition 1994Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality 1994Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality 1995Understanding brand equity for successful brand extension

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