Purpose: The study explored the attitudes and brand awareness of consumers towards purchasing branded food products. Moreover, the factors that influence the consumers’ decisions while purchasing the chosen branded commodities foods products have been investigated. Methodology: The study used a sample of 200 participants acquired from diverse cities within Egypt, while the selected products comprised branded sugar and rice. The study used variance analysis of participant’s attitudes and buying intentions. Findings: It was revealed that consumers’ awareness when purchasing the branded rice and sugar, originates from the relatives, friends, and reference groups. It also comes from the point-of-sales promotion and recommendations from the retailers and sellers. Concerning the consumers’ perceptions, it was revealed that they consider branded sugar and rice as safe from harmful chemicals such as insecticides and pesticides, as well as adulterants. On the same note, the customers perceive that buying marked rice and sugar is a sign of high social status. Regarding the factors that influence the buying decisions, it was revealed that flavor, safety from adulterants or harmful chemicals, and aroma are the primary factors that consumers consider. Study Limitations: Based on validity constraints, the further study with a broader sample size was proposed. The further research should focus on the link between brand equity and the branded commodity goods. Practical impacts of the study: Retailers and product marketers should focus on creating brand awareness which is the primary concern for the consumers. Similarly, the marketers should formulate strategies targeting the different consumers’ demographics-based market segments. Value/originality: this research is unique since it aims to investigate the consumers’ purchase behavior for commodity goods, especially the branded food products, which other studies have not assessed. Additionally, limited researchers have focused on investing the consumers’ attitude and brand awareness with respect to the branded food products in developing countries such as Egypt. In formulating marketing strategies of such products managers need to understand how consumers evaluate and what kind of attitudes they hold towards it.
Little facts are known about the value of consumer goods brands in the industrial market. Theories have tried explaining the value associated with the of consumer brand equity. The research paper is aimed at exploring whether the consumer goods brands have more equity that the exclusively professional brands. The experiment is tested among 211 sample respondents in the industrial market in Egypt. The study will evaluate the diverse consumers' opinion on the topic of research. The report also provides the methodology of the data collection and the analysis. An evaluation will be given to show the reliability of the method chosen for data collection. A brief literature review will be associated with the research to give the guideline and boundaries of the research. The results for the synthesized data will be carefully stated into detailed perspective. This will allow readers to comprehend effectively the content of the research. Lastly, a conclusion will be given on the same to show the overall stand of the research findings and how they are of importance to learners.
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