Work

Attitudes of consumers when buying products of brand X

Year: 2024

Type: dissertation

Abstract: This paper aims to establish the factors that characterize consumers' attitudes in purchasing products of a brand.The paper looks at the cognitive, effective, and conative attitude components responsible for consumers' choices in developing or cultivating a brand, considering aspects such as trust, cultural influence, and shifts in marketing strategy forced by the digital revolution.Using descriptive analysis and inferential analysis, demographical significant correlations were established between brand perception and purchase behaviour.The findings underline the development of tailored marketing strategies that take consumer attitudes, emotional drivers, and cultural differences into consideration in order to develop better points of connection with consumers for higher satisfaction.

Source: Repository of the University of Primorsk (University of Primorska)

Author: Grujović, Nina

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W7115285199

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