Culture and Brand Loyalty Theories - Essay Example

Executive Summary

There are several theories that describe the marketing procedures in a particular business environment. However, a specific organization would lead to the incentive of forming and extracting particular theory that should be used for the management of the same company. The society has been helpful in advocating for several values and norms within organizations, and as such, choosing a theoretical approach has been simpler given that the policies are drawn from the values and norms. In addition, creating awareness of a particular product in the market may be dependent of the theoretical assumption used within the company. The satisfaction of any consumers relies on the theories used to offer the services.

Therefore, effective communication and use of marketing theories that accommodate customers are a means of deriving and delivering quality services. Brand loyalty and culture theories are some of the approaches that suppliers and companies use for the service delivery. Products such as Channel Bag, Burberry Shoes, Prada and Dior shoes are of higher quality and value. Therefore, the use of culture and brand loyalty theories to approach and serve the consumers who walk into these stores will create an opportunity for them to second the same stores. Companies that have administered such relationship goals and created the incentives on the availability of their staffs 24hours a day are known to have maximized their profits sue to such approaches.

Introduction

The focus of prompting the use of these theories is to ascertain that the products offered are of higher value compared to other goods and services that are not even recognized. When I first chose the brand loyalty and culture theory, there are two core issues that I was considering. For instance, the culture theory has a motive behind the values and norms of my country. Where I come from, the individuals and the entire society believes in decent presentation, especially in terms of dressing. This is the reason I chose culture theory as my approach to the consumer experience. Therefore, this paper reflects my own behavior experiences as a consumer. I will conduct this investigation through the use of behavioral segmentation as one of the types of market segmentation (Belk 2006). This reflection will help me identify the reason for my purchasing and selection of a specific product.

My first approach will be to use a data analysis method that will suggest my consumer behavior. My second approach is to critically analyze the behavioral segmentation as my model of market segmentation. My third incentive will be derived from the theoretical assumptions of the marketing procedures, (Nairn et al, 2008). Therefore, I will then determine and discuss in depth, the brand loyalty and culture theories as preference of my consumer behavior, concerning the five purchases that I have made the past three weeks. My paper will also cover the conclusion based on my consumer experience and behavior change.

The Aims and Purpose of the Consumer Experience

•To ensure marketing theories that are connected to the behavior change have been determined

•To provide an incentive of the available research method that would be used in the market, for future reference

•To ensure that the consumer behavior is neutralized through the help of theories of marketing

•To analyze and conclude certain changes of the behavior consumption, through the use of technology for reference

• To analyze the theoretical assumptions of the product value and the profit maximization
• To create awareness of a specific theoretical assumption, that covers and connects to the psychological perception of products and services
• To initiate relationships between the individuals within a particular environment that might have a different technological review or assumption

Culture theory is defined as the form of a comparative semiotics, which identifies the perception of culture and its operations within a specific environment or society. On the other hand, brand loyalty is the procedure that is marked when the consumer purchases a particular product of an organization several times. For instance, individuals would make a decision of purchasing coke even when their intentions were to purchase the groceries. The incentive is triggered by the fact that the individual is used to purchasing coke when visiting the stores, and as such, sees no wrong in making the purchases.

Brand loyalty is an approach that is based on the perceptions of products. An individual may have a consistence behavior of purchasing a particular product since they perceive it as one of the superior products among others. The availability of several products within the same store does not hinder a consumer from purchasing their desired product. The theory has its relationship with the products that the consumer intends to purchase, depending on the motives behind it. The consumer never considered a company, but the product. For instance, an individual may be loyal to their Mercedes, but when it comes to the motorcycle industry, there is a completely different taste.

Culture and Brand Loyalty Theories

The businesses should exert a particular approach for the effort of facilitating the brand loyalty theory. For instance, in my case, I chose to buy Prada shoes because it is a designer product and usually such products last longer and have an assurance of being attractive and admired by people across the streets I did not purchase the shoes because of the company’s name but the product. There is a need to convince other consumers to make purchases of the products that I bought, such as Burberry shoes and Dior shoes rather than the effect they have to their respective companies. It is argued that the loyalty of a customer may have some motives. For instance, the products that have been purchased over and over again are reflected by the emotions of the consumer.

During the analysis of any product, provision of effective information for the incentives of communication and assurance that they are of value is an adequate process. However, there is need to focus on the emulation of the same approach, through ensuring that the services that are provided by specific companies which manufacture such products have been refined. For instance, the Coca Cola Company and Pepsi Company are one of the organizations worldwide, which uses effective communication of branding in different ways. The Coca Cola Company is known for its advertisement techniques. The organization is aware that the consumers are loyal to its products and services, and as such, they have several initiatives that promote and attract the attention of the consumers. However, brand loyalty should not be confused with the advertisement activities, since there are different approaches but have the same aim.

Before I purchased Prada shoes, I had a feeling that the cost would be high because of the design and the value that it possess. Then walking into the shops of Prada and Dior, I noticed that the products had a similar cost rates, that would leave a smaller gap as a difference, therefore, my emotions were mixed on what product to purchase. An analytical review and report into consumer behavior experience by Nairn et al (2008), classifies the psychological approach of the brand loyalty theory and the emotional attachment that the consumers usually have. The report revealed that, among 20 women who purchased the products that they were honoring their loyalty to have some emotional attachment that led to the same approach. I fall under this category as per the theoretical assumptions, (Nairn et al 2008). When I bought my new eyebrow kit, the motive was to match my hair color with the eyebrow. This relates to the loyalty I have towards my makeup kit. I had to purchase a new kit because I had the best customer service plus I just felt like replacing the kit.

The advantages of brand loyalty theory are that there is a wider range of products for the consumers to choose from, even if a specific product may lack. For instance, there is a longer relationship built by the company and the consumer, since the consumer is not sensitive to the cost of the product. According to the research conducted by the American Marketing Association in 2015, August, there are lesser sensitive of costs of purchases from the consumers who are loyal to their brands (Belk 2006). On the other hand, the companies usually enhance the quality of the products bearing in mind that there are several individuals who depend on the same products for livelihood.

The brand loyalty is a setback to the societal economic growth, since there are more advantages that the companies take due to the perception that the consumers will work on adjusting their prices. In addition, companies use advertisements as a platform for proper awareness and creation of opportunities that require different views to be considered.

Brand loyalty may be costly especially if there is a need to focus on the advertisement of a particular product. For instance, there was a period when the coca cola company had experienced the drop rates in the consumers’ loyalty. The sentiment behind this was that the company had provided poor products in terms of the quality gauging (Belk 2006). From the same approach, there was a need to rebrand and restructure the management department and create different relationships that will provide sentiments on the advertisements skills. There was use of digital technologies and the posters or billboards to promote coke, since it was described as a beverage with more chemicals, and more consumers stopped taking the product for some time. Therefore, the brand loyalty and rebranding caused the company millions, since winning of the consumers’ loyalty is difficult and cannot be gauged using one product. However, the company has managed to control their rebranding and create awareness of the products within the same range.

On the other hand, culture theory has been analytically perceived as one that gauges the background of an individual and would provide the incentive behind the same approach, (Nairn et al 2008). As observed from my purchase list, I first considered the Prada shoes because it was trendy. My perception is connected to the ethnographical argument of a particular product purchase. According to the incentives that drew my purchase, I had analyzed the product as one that the society accepts in an easier way, and as such, its purchase is relevant even when it was costly. The 650 pounds spent on the product was worth it.

In addition, culture theory clearly utilizes the perception of different ideas that have been classified as the norms and traditions of a society as those that may be linked to the decision made by the consumer to purchase a particular product. For instance, in my view, I purchased the shoes because I felt like the society will appreciate me with those kinds of shoes. On the same note, the timeframe for this approach is effective within different standards and responsibilities of the cultural practices. In my opinion, I am a victim of culture theory especially with the observation of values and norms of my society. For instance, I have believed that appearance matters a lot, since this is how my society cultivates its foundation. Therefore, I usually purchase products such as Burberry shoes, with an intention of having a cultural match with my age mates.

Culture theory is usually ethnographic and therefore takes advantage of the people who believe in the values of particular products. For instance, there are products that protect the immunity of individuals and companies invest more in them to serve their consumers. On the other hand, the cultural perception and identity of a particular product, for instance, Prada shoes, is viewed as a trendy way to become presentable. Companies have maximized their profits through such initiatives.

The approach does not consider the emotions of the consumers, and in a way, would specifically discuss a particular group of individuals, who believe in a certain value within the society. The prices of these products under the culture theory are increased depending on the environment. For instance, if there are fancy shoes that a teenager pursues, and the surrounding is comprised of teenagers, the prices will be increased, due to cultural beliefs that children should be smart at all time. The brand loyalty is one of the difficult elements to maintain, and as such, the creation of relationships and maintenance of the same state may be a challenge. It is accurate to consider quality delivery of services in order to avoid such issues, since they record setback to the companies.