Description
ROLE OF TRUST IN BUILDING BRAND ACCEPTANCE
HARDIK SANCHIHAR P.G.D.M. Ist YEAR SECTION - B ROLL NO. - 21
ROLE OF TRUST IN BUILDING BRAND ACCEPTANCE
1. Introduction
1949 The fcc authorized the widespread use of many separate radio channel to other carriers. They are knows as radio common carriers(rcc) and are the first link between mobile phones and telephone, rather than just radio to radio,. The Rcc are the first step toward the cellular phone industry, which is were designed more for profit than for the general public.1956 – The first real car phone not not car radio came into play across the united state.1971- AT &T is the first company to propose a modern day mobile phone system to the FCC. After then in 1973 dr. martin cooper invents the first personal handset while working for Motorola. He takes his new invention. 2001 bellsouth announces that it is leaving the pay phone business because there are many competitors are in the market. Mobile telephones for automobiles became available from some telephone companies in the 1940s. Early devices were bulky and consumed high power and the network supported only a few simultaneous conversations. In the United States, engineers from Bell Labs began work on a system to allow mobile users to place and receive telephone calls from automobiles, leading to the inauguration of mobile service on June 17, 1946 in St. Louis, Missouri. Shortly after, AT&T offered Mobile Telephone Service. A wide range of mostly incompatible mobile telephone services offered limited coverage area and only a few available channels in urban areas. The introduction of cellular technology, which allowed re-use of frequencies many times in small adjacent areas covered by relatively low powered transmitters, made widespread adoption of mobile telephones economically feasible. The advances in mobile telephony can be traced in successive generations from the early "0G" services like MTS and its successor Improved Mobile Telephone Service, to first generation (1G)
analog cellular network, second generation (2G) digital cellular networks, third generation (3G) broadband data services to the current state of the art, fourth generation (4G) native-IP networks. The first mobile telephone call was made on 17 June 1946 from a car in St. Louis, Missouri, USA, using the Bell System's Mobile Telephone Service. This was followed in 1956 by the world’s first partly automatic car phone system, Mobile System A (MTA) in Sweden. The MTA phones were composed of vacuum tubes and relays, and had a weight of 88.2 pounds (40 kg). Martin Cooper, a Motorola researcher and executive, led the team that developed the first handheld mobile telephone for use on a cellular network. Using a somewhat heavy portable handset, Cooper made the first call on a handheld mobile phone on April 3, 1973 to his rival, Dr. Joel S. Engel of Bell Labs. The new invention sold for $3,995 and weighed two pounds, leading to a nickname "the brick". The world's first commercial automated cellular network was launched in Japan by NTT in 1979, initially in the metropolitan area of Tokyo. In 1981, this was followed by the simultaneous launch of the Nordic Mobile Telephone (NMT) system in Denmark, Finland, Norway and Sweden. Several countries then followed in the early-to-mid 1980s including the UK, Mexico and Canada. On 6 march 1983, the DynaTAc. mobile phone launched on the first US 1G network by Ameritech. It cost $100m to develop, and took over a decade to hit the market. The phone had a talk time of just half an hour and took ten hours to charge. Consumer demand was strong despite the battery life, weight, and low talk time, and waiting lists were in the thousands. In 1991, the second generation (2G) cellular technology was launched in Finland by Radiolinjaa on the GSM standard, which sparked competition in the sector as the new operators challenged the incumbent 1G network operators. Ten years later, in 2001, the third generation (3G) was launched in Japan by NTT DoCoMo on the WCDMA standard. This was followed by 3.5G, 3G+ or turbo 3G enhancements based on thehigh-speed packet access (HSPA) family, allowing UMTS networks to have higher data transfer speeds and capacity. By 2009, it had become clear that, at some point, 3G networks would be overwhelmed by the growth of bandwidth-intensive applications like streaming media.Consequently, the industry began looking to data-optimized 4th-generation technologies, with the promise of speed improvements up to 10-fold over existing 3G technologies. The first two commercially available technologies billed as 4G were the WiMAX standard (offered in the U.S. by Sprint) and the LTE standard, first offered in Scandinavia by TeliaSonera. Main players are Nokia Samsung, Motorola, LG ,Sony, Ericson, spice in the market. SWOT ANALYSIS ON MOBILE INDUSRY
STRENGTHS 1. Large customer base 2. Higher margins 3. Hi-end Technology - No compromise!
WEAKNESS 1. Low manufacturing Base 2. High focus on R& D OPPORTUNITIES 1. Rising 3G uptake 2. Rising Data usage 3. Growing rural numbers 4. Rising disposable income THREATS 1. Competition 2. The Chinese presence! 3. Virus Attacks
2. Literature Review
2.1. What is Brand and brand loyalty
The American marketing association,- “The degree to which a consumer consistently purchases the same brand with in a product class” Philiap kotler defines four patterns of brand loyalty behaviour:1 hard-core loyals- who buy the brand all the time. 2 split loyals- loyal to two or three brand. 3 shifting loyals- moving one brand from another. 4 switchers- with no loyalty. Brand loyalty is a customer choice to buy a particular brand in a product category. It happen because customer’s think that the brand offers the right product features, level of quality at the right price. This perception becomes the foundation for a new buying habbit. Basically, customers initially will make a trial purchase of the brand and, after satisfaction, tend to form habits and continue purchasing the same brand because the product is safe and familiar. Brand loyalty have 3 mindset. I am committed to this brand, I am wiling to pay a higher price for this brand over other brand, I will recommend this brand to other. Now we talk about why is important brand loyalty to bottom line. Studies show that as brand loyalty increases, consumer are less sensitive to price change. Generally, they are willing to pay more for their favorite brand because they perceive some unique value in the brand that other do not provide. Now we understand what is the process to create and maintain brand loyalty. consumer must be reminded of the value of their purchase and encouraged to continue purchase and encouraged to continue purchasing the product in the future. Customer loyalty is the feelings or attitudes that incline a customer either to return a company, shop or outlet to purchase there again, else to re-purchase a particular product, service or brand. Customer based brand equity is define as the resist effect of brand knowledge on customer reaction to the marketing of the brand. Brand and customer loyalty is a buyer’s overall attachment or deep commitment to a product, service, brand or organization. There are many advantages of brand loyalty:- a completed entry barrier to compititor’s. an increase in the firm’s ability to respond to competitive threats. Greater sales and revenue and a customer base less sensitive to the marketing efforts of compititors. For any business it is expensive to gain new customers and relatively inexpensive to keep existing ones, especially when the existing customer are satisfied with or even like the brand. The loyalty of the customer base reduces the vulnerability to competitive action. Competitors may be discouraged from spending resources to attract satisfied customer. Further, higher loyalty means greater trade leverage, since customer expect the brand to be always available. People will often buy a familiar brand because they are comfortable with the familiar, or these may be an assumption that a brand that is familiar is probably reliable, in business to stay, and of reasonable quality. A recognized brand will thus often be selected over an unknown brand. The awareness factor is particularly important in contexts in which the brand must first enter the consideration set- it must be one of the brand that are evaluated. An unknown brand usually has little chance.
3. Framework
Trust
Brand Acceptance
Satisfaction
4. Implication
This framework provides lot of objective if we implied in the organization. First it helps us to the customer choice, taste, preference, loyalty and psychology. If this framework implemented an organization then it help to motivate, information, and forecasting also. The above is explained by using elaboration theory. in this research paper the dimensions of brand image focusing on the consumer taste, loyalty, preference, satisfaction, power. In this research paper loyalty is the important factor. Loyalty, play a major role in brand choice. We have targeted all our customer who never comprise with his product and choice, taste. So if the price is affordable by every loyal customer then we gain as much as profit as we discuss earlier in the introduction. In mobile loyalty mostly customer are college that is young generation and business man who mostly use blackberry and apple mobile. Business and corporate industry never compromise with his mobile brand.
Advertisement will be the key for promoting mobile of different brand. The customer should be aware of those mobile which are launched recently. It is very important from the company’s point of view to make a clear image in customer mind about the brand and the special quality they are introducing, that will enable the consumer to buy the mobile of their own decision. If advertisement will not take place then consumer will find it very difficult to make choice. in this industry competition is very large amount. There is very different kind of brand and competing with each other. Competition in term of features, features, internet speed, core processor, look, sound, technology etc. every brand trying and launch their product with new feature, look and price. And one thing is more that we all know that consumer is rational, consumer mind change according time to time and age by age. So consumer get attracted to those feature and brand. If any company maintained price, place it will help to increase market share of the organization. Promotional activity will be an effective tool to increase the market share. Framework also help to encourage new players to enter into the market and create competition and competition also create a different and new product. Brand loyalty also create a relationship between customer and product.
5. Conclusion
In this research report in customer is the king of the market and this is the apply is universal in gadget sector and as well as brand loyalty sector. It is very difficult to create loyalty in today market. Organization takes decision very carefully for his loyal and profitable brand. Customer also prefers brand name, it is also important factor, while customer purchase brand. After this research I study and know the rational consumer and potential market which has a lot of thing in future and scope.
6. REFERANCE ? ? ? WWW.GOOGLE.IN. WWW. EXTENSION.IASTATE.EDU/AGDM AN ANALYSIS ON THE CUSTOMER LOYALTY IN TELECOM SECTOR. SPECIAL REFERENCE TO BSNL INDIA. J.SSY JOHN. PUBLIC PUBLISH-15 JANUARY 2011 BRAND LOYALTY MANAGEMENT. SANCHERAM ROY 1 APRIL 2011 SCMS JOURNAL OF INDIAN MANAGEMENT AAKER, D.A.,1991. MARKETING BRAND EQUITY EXTENDING SYMBOLIC BRANDS USING THEIR PERSONALITY “KONG CHEEN LAO, LAN PHAU. ONLINE PUBLISH- 4 APRIL 2007. BAYUS, BL1992, BRAND LOYALTY; AN APPLICATION TO HOME APPLIANCES, MARKETING SCIENCE 11,1, 21-38. WWW.EBSECO.COM WWW.J-GATE.COM WWW.KREPUBLISHER.COM
? ? ? ? ? ? ?
doc_186583147.docx
ROLE OF TRUST IN BUILDING BRAND ACCEPTANCE
HARDIK SANCHIHAR P.G.D.M. Ist YEAR SECTION - B ROLL NO. - 21
ROLE OF TRUST IN BUILDING BRAND ACCEPTANCE
1. Introduction
1949 The fcc authorized the widespread use of many separate radio channel to other carriers. They are knows as radio common carriers(rcc) and are the first link between mobile phones and telephone, rather than just radio to radio,. The Rcc are the first step toward the cellular phone industry, which is were designed more for profit than for the general public.1956 – The first real car phone not not car radio came into play across the united state.1971- AT &T is the first company to propose a modern day mobile phone system to the FCC. After then in 1973 dr. martin cooper invents the first personal handset while working for Motorola. He takes his new invention. 2001 bellsouth announces that it is leaving the pay phone business because there are many competitors are in the market. Mobile telephones for automobiles became available from some telephone companies in the 1940s. Early devices were bulky and consumed high power and the network supported only a few simultaneous conversations. In the United States, engineers from Bell Labs began work on a system to allow mobile users to place and receive telephone calls from automobiles, leading to the inauguration of mobile service on June 17, 1946 in St. Louis, Missouri. Shortly after, AT&T offered Mobile Telephone Service. A wide range of mostly incompatible mobile telephone services offered limited coverage area and only a few available channels in urban areas. The introduction of cellular technology, which allowed re-use of frequencies many times in small adjacent areas covered by relatively low powered transmitters, made widespread adoption of mobile telephones economically feasible. The advances in mobile telephony can be traced in successive generations from the early "0G" services like MTS and its successor Improved Mobile Telephone Service, to first generation (1G)
analog cellular network, second generation (2G) digital cellular networks, third generation (3G) broadband data services to the current state of the art, fourth generation (4G) native-IP networks. The first mobile telephone call was made on 17 June 1946 from a car in St. Louis, Missouri, USA, using the Bell System's Mobile Telephone Service. This was followed in 1956 by the world’s first partly automatic car phone system, Mobile System A (MTA) in Sweden. The MTA phones were composed of vacuum tubes and relays, and had a weight of 88.2 pounds (40 kg). Martin Cooper, a Motorola researcher and executive, led the team that developed the first handheld mobile telephone for use on a cellular network. Using a somewhat heavy portable handset, Cooper made the first call on a handheld mobile phone on April 3, 1973 to his rival, Dr. Joel S. Engel of Bell Labs. The new invention sold for $3,995 and weighed two pounds, leading to a nickname "the brick". The world's first commercial automated cellular network was launched in Japan by NTT in 1979, initially in the metropolitan area of Tokyo. In 1981, this was followed by the simultaneous launch of the Nordic Mobile Telephone (NMT) system in Denmark, Finland, Norway and Sweden. Several countries then followed in the early-to-mid 1980s including the UK, Mexico and Canada. On 6 march 1983, the DynaTAc. mobile phone launched on the first US 1G network by Ameritech. It cost $100m to develop, and took over a decade to hit the market. The phone had a talk time of just half an hour and took ten hours to charge. Consumer demand was strong despite the battery life, weight, and low talk time, and waiting lists were in the thousands. In 1991, the second generation (2G) cellular technology was launched in Finland by Radiolinjaa on the GSM standard, which sparked competition in the sector as the new operators challenged the incumbent 1G network operators. Ten years later, in 2001, the third generation (3G) was launched in Japan by NTT DoCoMo on the WCDMA standard. This was followed by 3.5G, 3G+ or turbo 3G enhancements based on thehigh-speed packet access (HSPA) family, allowing UMTS networks to have higher data transfer speeds and capacity. By 2009, it had become clear that, at some point, 3G networks would be overwhelmed by the growth of bandwidth-intensive applications like streaming media.Consequently, the industry began looking to data-optimized 4th-generation technologies, with the promise of speed improvements up to 10-fold over existing 3G technologies. The first two commercially available technologies billed as 4G were the WiMAX standard (offered in the U.S. by Sprint) and the LTE standard, first offered in Scandinavia by TeliaSonera. Main players are Nokia Samsung, Motorola, LG ,Sony, Ericson, spice in the market. SWOT ANALYSIS ON MOBILE INDUSRY
STRENGTHS 1. Large customer base 2. Higher margins 3. Hi-end Technology - No compromise!
WEAKNESS 1. Low manufacturing Base 2. High focus on R& D OPPORTUNITIES 1. Rising 3G uptake 2. Rising Data usage 3. Growing rural numbers 4. Rising disposable income THREATS 1. Competition 2. The Chinese presence! 3. Virus Attacks
2. Literature Review
2.1. What is Brand and brand loyalty
The American marketing association,- “The degree to which a consumer consistently purchases the same brand with in a product class” Philiap kotler defines four patterns of brand loyalty behaviour:1 hard-core loyals- who buy the brand all the time. 2 split loyals- loyal to two or three brand. 3 shifting loyals- moving one brand from another. 4 switchers- with no loyalty. Brand loyalty is a customer choice to buy a particular brand in a product category. It happen because customer’s think that the brand offers the right product features, level of quality at the right price. This perception becomes the foundation for a new buying habbit. Basically, customers initially will make a trial purchase of the brand and, after satisfaction, tend to form habits and continue purchasing the same brand because the product is safe and familiar. Brand loyalty have 3 mindset. I am committed to this brand, I am wiling to pay a higher price for this brand over other brand, I will recommend this brand to other. Now we talk about why is important brand loyalty to bottom line. Studies show that as brand loyalty increases, consumer are less sensitive to price change. Generally, they are willing to pay more for their favorite brand because they perceive some unique value in the brand that other do not provide. Now we understand what is the process to create and maintain brand loyalty. consumer must be reminded of the value of their purchase and encouraged to continue purchase and encouraged to continue purchasing the product in the future. Customer loyalty is the feelings or attitudes that incline a customer either to return a company, shop or outlet to purchase there again, else to re-purchase a particular product, service or brand. Customer based brand equity is define as the resist effect of brand knowledge on customer reaction to the marketing of the brand. Brand and customer loyalty is a buyer’s overall attachment or deep commitment to a product, service, brand or organization. There are many advantages of brand loyalty:- a completed entry barrier to compititor’s. an increase in the firm’s ability to respond to competitive threats. Greater sales and revenue and a customer base less sensitive to the marketing efforts of compititors. For any business it is expensive to gain new customers and relatively inexpensive to keep existing ones, especially when the existing customer are satisfied with or even like the brand. The loyalty of the customer base reduces the vulnerability to competitive action. Competitors may be discouraged from spending resources to attract satisfied customer. Further, higher loyalty means greater trade leverage, since customer expect the brand to be always available. People will often buy a familiar brand because they are comfortable with the familiar, or these may be an assumption that a brand that is familiar is probably reliable, in business to stay, and of reasonable quality. A recognized brand will thus often be selected over an unknown brand. The awareness factor is particularly important in contexts in which the brand must first enter the consideration set- it must be one of the brand that are evaluated. An unknown brand usually has little chance.
3. Framework
Trust
Brand Acceptance
Satisfaction
4. Implication
This framework provides lot of objective if we implied in the organization. First it helps us to the customer choice, taste, preference, loyalty and psychology. If this framework implemented an organization then it help to motivate, information, and forecasting also. The above is explained by using elaboration theory. in this research paper the dimensions of brand image focusing on the consumer taste, loyalty, preference, satisfaction, power. In this research paper loyalty is the important factor. Loyalty, play a major role in brand choice. We have targeted all our customer who never comprise with his product and choice, taste. So if the price is affordable by every loyal customer then we gain as much as profit as we discuss earlier in the introduction. In mobile loyalty mostly customer are college that is young generation and business man who mostly use blackberry and apple mobile. Business and corporate industry never compromise with his mobile brand.
Advertisement will be the key for promoting mobile of different brand. The customer should be aware of those mobile which are launched recently. It is very important from the company’s point of view to make a clear image in customer mind about the brand and the special quality they are introducing, that will enable the consumer to buy the mobile of their own decision. If advertisement will not take place then consumer will find it very difficult to make choice. in this industry competition is very large amount. There is very different kind of brand and competing with each other. Competition in term of features, features, internet speed, core processor, look, sound, technology etc. every brand trying and launch their product with new feature, look and price. And one thing is more that we all know that consumer is rational, consumer mind change according time to time and age by age. So consumer get attracted to those feature and brand. If any company maintained price, place it will help to increase market share of the organization. Promotional activity will be an effective tool to increase the market share. Framework also help to encourage new players to enter into the market and create competition and competition also create a different and new product. Brand loyalty also create a relationship between customer and product.
5. Conclusion
In this research report in customer is the king of the market and this is the apply is universal in gadget sector and as well as brand loyalty sector. It is very difficult to create loyalty in today market. Organization takes decision very carefully for his loyal and profitable brand. Customer also prefers brand name, it is also important factor, while customer purchase brand. After this research I study and know the rational consumer and potential market which has a lot of thing in future and scope.
6. REFERANCE ? ? ? WWW.GOOGLE.IN. WWW. EXTENSION.IASTATE.EDU/AGDM AN ANALYSIS ON THE CUSTOMER LOYALTY IN TELECOM SECTOR. SPECIAL REFERENCE TO BSNL INDIA. J.SSY JOHN. PUBLIC PUBLISH-15 JANUARY 2011 BRAND LOYALTY MANAGEMENT. SANCHERAM ROY 1 APRIL 2011 SCMS JOURNAL OF INDIAN MANAGEMENT AAKER, D.A.,1991. MARKETING BRAND EQUITY EXTENDING SYMBOLIC BRANDS USING THEIR PERSONALITY “KONG CHEEN LAO, LAN PHAU. ONLINE PUBLISH- 4 APRIL 2007. BAYUS, BL1992, BRAND LOYALTY; AN APPLICATION TO HOME APPLIANCES, MARKETING SCIENCE 11,1, 21-38. WWW.EBSECO.COM WWW.J-GATE.COM WWW.KREPUBLISHER.COM
? ? ? ? ? ? ?
doc_186583147.docx