Academic journal article Iranian Journal of Management Studies

Affecting Factors of Consumers' Intent to Buy in the Food Industry by Emphasizing Brand Experience (Case Study: Mashhad TABAROK Company)

Academic journal article Iranian Journal of Management Studies

Affecting Factors of Consumers' Intent to Buy in the Food Industry by Emphasizing Brand Experience (Case Study: Mashhad TABAROK Company)

Article excerpt

Introduction

The food industry plays a vital role in domestic economic development and the health of society. Food industry products are, inter alia, the most fundamental requirements of daily life, and are related to human health. In recent years competition in the food industry has increasingly grown, and various brands have entered the markets, which has created a competitive and dynamic market. Likewise, increasing technological progress has led to the consistency of product quality by different companies and hyper-competition in the industry, which is seen as the challenge of today's marketing (Shain, Zehir & Kitapci, 2011). Such an increase in competition has urged companies to focus on distinguishing their brands from those of rivals in the minds of consumers. Concerning economic depression and a reduction in public purchasing power, companies of the industry have focused on distinguishing their brands from their rivals. Marketing authors have emphasized the importance of the relationship between brand and consumers and have expressed it in such terms as brand experience, brand credibility, brand attitude, brand equity and so on (Albert & Merunka, 2013; Sahin et al., 2011; Carrol & Ahuvia, 2006).

Brand experience is one of the most applied concepts in the brand field, since customers not only buy a product or service due to its performance but also based on their acquired experience of purchasing a brand. Marketing authors are aware of the importance of an enjoyable experience. The experience of consuming a product/service is more important than the product or service per se (Ueacharornkit & Cohen, 2011). When consumers have a pleasant or unpleasant experience of a product, they express proper behavioural and emotional reactions easily, and their future behavioural tendencies to such a product are describable. As a result, the adaption between attitude and behaviour grows, and any disharmony is prevented (Shamim & Butt, 2013). The most important part of brand experience is shaped when consumers are exposed by a marketing mix strategy for that brand (Shamim & Butt, 2013).

Brand experience plays a vital role in shaping brand value, brand attitude and brand credibility (Schmitt, 2009). Consumers' brand experience is also important in building their attitude towards that brand, since their attitude impacts on their behaviour (Hulton, 2009). They tend to prefer one brand to another one based on their experienced advantages, which shows the relationship between brand experience and the capability to create customer-based brand equity (Hulton, 2009). Likewise, negative or positive assessment of brand experience can impact highly on consumers' conception of its credibility. Brand credibility is, inter alia, the most important input to creating consumer-based brand equity (Kim, Morris & Swait, 2008). Customer-based brand equity is an affecting factor on consumers' intent to buy (Holehonnur et al., 2009). As a result, brand aspects play a vital role in consumers' intents to buy.

Consumers' perception of the performance of manufacturers or service providers would shape their intent to buy, playing a critical role in continuing or terminating the relationship between consumer and producer. Likewise, a producer can predict consumer behaviour if it can identify and understand consumers' intent to buy (Ajzen and Fishbein, 1980). As a result, a critical resource to guarantee the profitability of active companies in the food industry is the identification of effective factors relating to customers' intent to buy with regard to brand aspects. Concerning the important role of brands in grooming consumers' intent to buy in the food industry, the present research aims at studying the affecting factors on consumers' intent to buy in the food industry by emphasizing brand experience (case study: Mashhad TABAROK company). The present paper aids managers in the food industry to become aware and emphasize brand experience in order to impact upon customers' intent to buy and, as a result, improve their profitability and help domestic economic development through job creation. …

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