The paper “ Early Understanding of Brand Awareness and Consumer Buying Behaviour” is a thoughtful variant of literature review on marketing. The brand image notion was formally introduced in the 1950s and has since then become a commonplace not only in motivational research but also in consumer behavior research. A number of brand image studies demonstrate that the phrase has widely been utilized in various casual and technical applications, and it has been embraced by academics and practitioners alike as the abstract reality embodiment that customers purchase brands or products for something save for their physical functions and attributes.
As it will be demonstrated in this essay, the motivation research of the mid-20th century was a crucial predecessor to the area of consumer behavior. Prior to the 1960s, marketing involved many subjects, but they did not focus on consumer behavior. The motivation research, although it is largely beyond the academic world, entirely focused on consumers and tried to explain why the customers did what they did. More importantly, motivation research provided a basis for understanding brand awareness and also consumer behavior. The early motivation research focussed strongly on consumer motivations that were interpreted based on the findings from numerous social sciences, anthropology, sociology, and clinical psychology.
Besides that, motivation research tried to uncover the customers’ underlying motivations and how brands can utilize these motivations to market their products. The motivational research tries to pay attention to the entire inner conditions’ battery which played a dynamic role in customers’ purchasing or not purchasing; thus, responding unfavorably or favorably to some communication. The aim of this piece is to demonstrate that motivational research provided an early understanding of brand awareness. DiscussionIn the 1960s, Fullerton (2013) posits that the media attention towards motivation research was considerably low.
For instance, the academic journals that preferred quantitative methods were newer and trending. Therefore, the motivation research was avoided by the practitioner publications. Although it appeared to have died out, the practitioners continued using the motivation research and its use increased tremendously. In1968, a conference was organized by James Engel, the first person to publish an article to praise motivation research. This conference, according to Fullerton (2013), brought together disparate people that were researching on consumers’ behavior and the majority of them were fairly new to the marketing field.
Since then, motivation research brought about increased social sciences expertise to bear on consumer behavior. According to Brosekha and Velayutham (2015), brand awareness precedes every other step in the purchasing process. More importantly, it is impossible to perform a brand attitude without the consumers knowing the brand. Brand awareness, in memory theory, has been positioned as a crucial initial step in building the associations’ bundle that is attached to the brand in memory.
In Schwarzkopf and Gries (2010) book, they mention that Ernest Dichter (one of the early motivational researchers) led to modern market research as well as individuals’ creative performance, especially those that based their abilities to advise customers on their abilities to identify their goods’ role in modern society and culture. Schwarzkopf and Gries (2010) posit that all societies generate objects which have symbolic functions rooted in the actual function, and that demonstrates how a certain culture thinks. Basically, studies by Ernest Dichter on marketing automobile goods for communicative as well as symbolic purposes made some contributions to modern customers’ identities, they demonstrated their culture’ s attitude, they signified their main concept of what they desire as well as they served as sign systems.