CUSTOMER PERCEPTION OF BRAND IMAGE OF ASDA

A Critical Analysis of Customer Perception of Brand Image of ASDA (Cross Harbor), London, UK

Module Code: FTKMSM001

Module Title: Managing Business Research

Module Tutor: Marilyn May

Submitted by:

Shafiqul A. Ansari

Kaplan ID: C0376711

Personal ID: 480214

Group: Four

Introduction

Marketing research studies often called a variety of attitudinal data from consumers. These data typically contain diagnostic information regarding why a consumer may prefer a particular product or product attribute. Recent academic work in marketing has considered augmenting stated preference and choice data with such attitudinal information (Ben-Akiva et al. 2002). Ashok, Dillon and Yuan (2002) present a maximum likelihood approach for incorporating intangible attributes that do not vary over conjoint tasks (e.g., extant customer satisfaction) by augmenting the conj join? Luo, Kannan and Ratchford (2008) model the effect of subjective product perceptions that vary as a function of the specific attributes of each task. These studies lay much of the methodological foundation for integrating stated preference and attitudinal data using latent variable models to represent the structure of the attitudinal data but do not consider brand-image associations and the particular challenges presented by brand image data.

Brand-image associations are key building blocks in customer-based brand equity frameworks (Aaker 1Q91: Keller 1993: Park and Srinivasan 1994). Several approaches to customer-based brand equity have been proposed in the literature. Kamakura and Russell 1993) decompose brand constants estimated for latent segments into tangible and intangible components; the former component is based on a brand's product attributes, and the latter component is based on a mean brand effect. Park and Srinivasan (1Q94) concept utilize? Customer-based brand equity as depending on the subjective perceptions that consumers associate with brands Swait et al. (1993) develop a choice-based monetary expression for the total utility or a brand that depends on the brand's subjective image attributes. As a whole, these mode underscore the importance of brand-image associations. Apart from a customer-based brand equity point of view consumers may directly value specific types or brand image benefiting brands that develop an association with such imagery (Sullivan l9QX), However, estimating the value of brand-image associations is complicated by issues with brand ratings. Although some research suggests that consumers area Ne to explicate product attribute importance (Gilbride. Yang. and Allenby 2005: Netzer and Srinivaran 2009). Consumer beliefs about brand performance on specific attributes may be affected by order, halo, and justification effects (Dillon et al. 200l: Gilbridc. Yang. and Allenby 2005).'

Importance of The Study / Rational

Branding is the critical success factor of an organisation. It is not only a very powerful tool for an organisation but also a long-term asset for an organisation. The research is about the consumer perception of ASDA brand image. Many researches have been done on branding and researcher showed how it creates a positive image and trust in their mind. Why people prefer Asda over its competitor [Tesco, Sainsburys, Sommerfield] Branding is not only a name, logo or trademark rather it's a positive and meaningful message that creates a temp/Urge tation to customer peace of mind and buying ...