Assignment 1 môn Marketing Intelligence. Nhận viết thuê assignment chuyên ngành marketing bằng tiếng anh hoặc tiếng việt giá hợp lý. Liên hệ 0978936352 The author has an order to run a marketing research from a client who is CEO of Services and Entertainment NNC Company. This company opened a public house named Ress Pub and they ask me to do research about buying behavior of targeted customer. In this article, the author will have detail analysis about buying behavior in order to help CEO have overview about targeted customer’s buying behavior. To serve the research, the author will choose 10 random customers in pub and create an interview.
qwertyuiopasdfghjklzxcvbnmqw ertyuiopasdfghjklzxcvbnmqwert yuiopasdfghjklzxcvbnmqwertyui opasdfghjklzxcvbnmqwertyuiopa Marketing Intelligence sdfghjklzxcvbnmqwertyuiopasdf Assignment ghjklzxcvbnmqwertyuiopasdfghj klzxcvbnmqwertyuiopasdfghjklz xcvbnmqwertyuiopasdfghjklzxcv bnmqwertyuiopasdfghjklzxcvbn mqwertyuiopasdfghjklzxcvbnmq wertyuiopasdfghjklzxcvbnmqwe rtyuiopasdfghjklzxcvbnmqwerty uiopasdfghjklzxcvbnmqwertyuio pasdfghjklzxcvbnmqwertyuiopas dfghjklzxcvbnmqwertyuiopasdfg 9/9/2015 Ha Hung Minh Contents Introduction: 1.1 Describe the main stages of the purchase decision-making process main stages of the purchase decision-making process Apply on Ress Pub 1.2 Explain theories of buyer behavior in terms of individuals and markets Black box model Personal variable models Diffusion of innovation models 1.3 Explain the factors that affect buyer behavior 12 Psychological factors 12 Motivation: 12 Perception: 13 Learning: 15 Beliefs and attitudes: 15 Social factors 16 Reference groups and membership groups : 16 Family: 17 Social roles and status: 18 Cultural factors 18 Culture and societal environment: 19 Sub-cultures: 19 Social classes: 20 Cultural trends: 21 Economic factors 21 Personal Income: 21 Family income: 22 Income Expectations: 22 1|Page 1.4 Evaluate the relationship between brand loyalties, corporate image and repeat purchasing 22 Apply on Ress Pub 23 Conclusion 24 Appendix: 25 Interview 25 References: 26 Introduction: The author has an order to run a marketing research from a client who is CEO of Services and Entertainment NNC Company This company opened a public house named Ress Pub and they ask me to research about buying behavior of targeted customer In this article, the author will have detail analysis about buying behavior in order to help CEO have overview about targeted customer’s buying behavior To serve the research, the author will choose 10 random customers in pub and create an interview 2|Page 1.1 Describe the main stages of the purchase decisionmaking process Ress pub was built by businessman Pham Viet Trung –CEO of Services and Entertainment NNC Company- and opened in May, 2015 The aim was to create a place where hipsters and teenagers have a good time to relax Ress pub offer a range of beer, cocktail, mock tail, wines, spirits, foods and DJ, live music Targeted customers of Ress pub are hipsters and teenagers; they need to find a good place to relax, entertaining after stressful work hours Because of new pub, Ress pub has problems about marketing The author will give recommendation about buying behavior through all the models and theories in marketing intelligence; it’s very important to get the attention of targeted customers main stages of the purchase decision-making process The author will explain main stages of the purchase decision-making process, and then the author will describe the purchase decision-making process through interviewers Need recognition/ Problems recognition 3|Page The need recognition is the first and most important step in the buying process Needs recognition leads to motivation If there is no need, there is no purchase This recognition happens when there is a lag between the consumer’s actual situation and the ideal and desired one Based on Maslow’s hierarchy of needs, needs have types: physiological needs, safety needs, need of love and belonging, need of esteem (for oneself and from the others), need of self-actualization A need can be triggered by internal and external stimuli Internal stimuli refer to a personal perception experienced such as hunger, thirst, knowledge, lifestyle, attitudes and so on External stimuli are based on outside influences such as advertising, social network, situation, family, culture For example, when a person feels thirsty (internal stimuli) and he sees advertising about beverage on TV programs (external stimuli), the need recognition will appears to resolve the problem He needs to buy a soft drink Information search Once the need is identified, it’s time for the consumer to find information about solutions to fix the problem They will search more or less information depending on the complexity of the choices to be made but also their level of involvement There are main level of involvement: low involvement (inexpensive) and high involvement (expensive) For example, when consumers want to buy a pizza (low involvement), they need to find less information than by a car Then consumer will seek to make their opinion to guide their choice and their decision making process with: Internal information: this information is already present in the consumer’s memory It comes from previous experiences they had with a product or brand and the opinion they may have of the brand In consumer’s memory constitute previous experiences about product such as exposure, attention, comprehension, acceptance, retention For example, a consumer had buy a bag of Converse and he feel satisfy with quality as well as the design of Converse’s bag So, he had a good experience of converse’s brand Therefore, he wants to buy a shoes and he trust about the brand of Converse And he decide buy shoe of Converse 4|Page External information: This is information on a product or brand received from and obtained by friends or family, by reviews from other consumers or from the press There are types of external information: personal (friend, family, ) and impersonal (social network, magazines, advertise) For example, when a consumer search information to by a car, he need to get the suggestion of the expert person who know many brand of car and have knowledge about car After that, consumer will find more information on car magazines or internet Alternative evaluation Once the information collected, consumers will be able to evaluate the different alternatives that offer to them, evaluate the most suitable to their need and choose the one they think it’s best for them This evaluation process may lead to changes in beliefs, regarding the brand which, in turn, leads to changes in attitudes and intentions to purchase The consumer arrives at attitudes toward different brands through some evaluation procedure How consumers go about evaluating purchase alternatives depends on the individual consumer and the specific buying situation In some cases, consumers use careful calculations and logical thinking At other times, the same consumers little or no evaluating; instead they buy on impulse and rely on intuition Sometimes consumers make buying decisions on their own; sometimes they turn to friends, online reviews, or salespeople for buying advice For example, Purchase decision Now that consumer have evaluated the different solutions and products available for respond to their need, they will be able to choose the product or brand that seems most appropriate to their need Then proceed to the actual purchase itself Consumer’s decision will depend on the information and the selection made in the previous step or affected by such things as their previous shopping experience The decision also affect by unexpected situational The consumer may form a purchase intention based on factors such as expected income, expected price, and expected product benefits However, unexpected events may change the purchase intention For example, the 5|Page economy might take a turn for the worse; a close competitor might drop its price Thus, preferences and even purchase intentions not always result in actual purchase choice Post-purchase behavior Once the product is purchased and used, consumers will evaluate the adequacy with their expectation original needs (those who caused the buying behavior) Whether they have made the right choice in buying this product or not; they will feel either a sense of satisfaction for the product (and the choice) If the product has brought satisfaction to consumers, they will minimize stages of information search and alternative evaluation for their next purchases Apply on Ress Pub Stage – Need recognition: In a Saturday night, some teenagers need to hang out in order to meet friend and relax with a cup of beer (internal stimuli, lifestyle) Another people need to find a place because of heavy rain when they are going on the street (external stimuli, situation) Some kind of people just feeling hungry but they are run out of money and they need to find a free meal (physiological needs in Maslow’s hierarchy) Stage – Information search: Teenagers already have known a pub in Ta Hien Street and they went to this pub last week (internal information) However, a friend recommended Ress Pub because he wants to find a new place to entertaining (external information from environment) People who need shelter because of heavy rain just find first place that they can see People who are hungry known Ress Pub have event Free BBQ on Saturday (knowledge) Stage – Alternative evaluation: Group of teenagers has bad opinions of the pub in Ta Hien Street because music and beer were not good As for the Ress Pub, it got good reviews People who are shelter because of heavy rain have not another choice People who are hungry evaluate Ress Pub is the best choice Stage – Purchase decision: After evaluating the possibilities, all group decided to choose the Ress Pub However, if rains are not heavy, people who are shelters will not go to Ress Pub 6|Page Stage – Post-purchase behavior: Teenagers group and people who are hungry had a good time with friends and they really love fresh beer, free meals of Ress Pub They will choose Ress Pub for the next Saturday (next purchase behavior) They also rate high-score for Ress pub on Facebook, its mean they are volunteer to advertising Ress Pub to another people However, people who need to shelter were uncomfortable, they did not like the style of Ress Pub and music was so noisy 1.2 Explain theories of buyer behavior in terms of individuals and markets Black box model The black box model of consumer behavior identifies the stimuli responsible for buyer behavior The black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people) The black box model is related to the black box theory of behaviorism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer The marketing stimuli are planned and processed by the companies, whereas the environmental stimuli are given by social factors, based on the economic, political and cultural circumstances of a society The buyer's black box contains the buyer characteristics and the decision process, which determines the buyer's response The black box model considers the buyer's response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem However, in reality many decisions are not made in awareness of a determined problem by the consumer 7|Page Personal variable models Unlike the black box model, where external stimuli are the main focus, the personal variable model is internal factors affect consumer behavior and purchasing decisions This model specifically ignores external stimuli, such as marketing techniques, and concentrates on internal psychological variables These variables include lifestyle, motivations, and personality It also looks at individual decision-making processes, such as problem recognition, alternative evaluation, as well as post-purchase behavior Examples of personal variable models: Compensatory or trade-off model: When faced with a choice between products composed or certain attributes or benefits in different proportions, a consumer will compromise on his image of the ideal product, and accept less of one attribute in return for more of another This is a judgment about which combination of attributes offers the highest overall utility, or value The threshold model: For each perceived attribute of a product, there is a perceived threshold of acceptability, below which product will be rejected Each attribute is assessed, until the product falls short on one (usually price) and is discarded 8|Page Diffusion of innovation models Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system Diffusion is a special type of communication concerned with the spread of messages that are perceived as new ideas An innovation, simply put, is “an idea perceived as new by the individual.” An innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption The characteristics of an innovation, as perceived by the members of a social system, determine its rate of adoption The four main elements in the diffusion of new ideas are: The characteristics of the innovation; the channels of communication used; the social system within which communication takes place; the stages of the adoption process reached by members of the social system The characteristics of the innovation The innovation, to spread and be adopted should show: The characteristics which determine an innovation's rate of adoption are: 9|Page adopter decreases uncertainty about a new idea by adopting it, and then conveying a subjective evaluation of the innovation to near-peers through interpersonal networks Early majority – 34% the early majority adopt new ideas just before the average member of a system The early majority interacts frequently with their peers, but seldom holds positions of opinion leadership in a system The early majority's unique position between the very early and the relatively late to adopt makes them an important link in the diffusion process They follow with deliberate willingness in adopting innovations, but seldom lead Late majority – 34% the late majority adopt new ideas just after the average member of a system Like the early majority, the late majority make up one-third of the members of a system Their relatively scarce resources mean that most of the uncertainty about a new idea must be removed before the late majority feel that it is safe to adopt Laggards – 16% Laggards are the most locality in their outlook of all adopter categories; many are near isolates in the social networks of their system The point of reference for the laggard is the past 1.3 Explain the factors that affect buyer behavior Psychological factors Among the factors influencing consumer behavior, psychological factors can be divided into categories: motivation, perception, learning as well as beliefs and attitudes Motivation: Motivation is what will drive consumers to develop a purchasing behavior It is the expression of a need is which became pressing enough to lead the consumer to want to satisfy it It is usually working at a subconscious level and is often difficult to measure Motivation is directly related to the need and is expressed in the same type of classification as defined in the stages of the consumer buying decision process 12 | P a g e To increase sales and encourage consumers to purchase, brands should try to create, make conscious or reinforce a need in the consumer’s mind so that he develops a purchase motivation He will be much more interested in considering and buy their products They must also, according to research, the type of product they sell and the consumers they target, pick out the motivation and the need to which their product respond in order to make them appear as the solution to the consumers’ need Perception: Perception is the process through which an individual selects, organizes and interprets the information he receives in order to something that makes sense The perception of a situation at a given time may decide if and how the person will act Depending to his experiences, beliefs and personal characteristics, an individual will have a different perception from another Each person faces every day tens of thousands of sensory stimuli (visual, auditory, kinesthetic, olfactory and gustatory) It would be impossible for the brain to process all consciously That is why it focuses only on some of them The perception mechanism of an individual is organized around three processes: Selective Attention: The individual focuses only on a few details or stimulus to which he is subjected The type of information or stimuli to which an individual is more sensitive depends on the person For brands and advertisers successfully capture and retain the attention of consumers is increasingly difficult For example, many users no longer pay any attention, unconsciously, to banner ads on the Internet This kind of process is called Banner Blindness Consumers will also be much more attentive to stimuli related to a need For example, a consumer who wishes to buy a new car will pay more attention to car manufacturers’ ads While neglecting those for computers 13 | P a g e Lastly, people are more likely to be attentive to stimuli that are new or out of the ordinary For example, an innovative advertising or a marketing message (Unique Value Proposition) widely different from its competitors is more likely to be remembered by consumers Selective Distortion: In many situations, two people are not going to interpret information or a stimulus in the same way Each individual will have a different perception based on his experience, state of mind, beliefs and attitudes Selective distortion leads people to interpret situations in order to make them consistent with their beliefs and values For brands, it means that the message they communicate will never be perceived exactly in the same way by consumers And that everyone may have a different perception of it That’s why it’s important to regularly ask consumers in order to know their actual brand perception Selective distortion often benefits to strong and popular brands Studies have shown that the perception and brand image plays a key role in the way consumers perceived and judged the product Several experiments have shown that even if we give them the same product, consumers find that the product is or tastes better when they’ve been told that it’s from a brand they like than when they’ve been told it’s a generic brand While it is exactly the same product! Similarly, consumers will tend to appreciate even less a product if it comes from a brand for which they have a negative perception Selective Retention: People not retain all the information and stimuli they have been exposed to Selective retention means what the individual will store and retain from a given situation or a particular stimulus As for selective distortion, individuals tend to memorize information that will fit with their existing beliefs and perceptions For example, consumers will remember especially the benefits of a brand or product they like and will “forget” the drawbacks or competing products’ advantages 14 | P a g e Selective retention is also what explains why brands and advertisers use so much repetition in their advertising campaigns and why they are so broadcasted So that the selective retention can help the brand to become a “top of mind” brand in the consumer’s mind Learning: Learning is through action When we act, we learn It implies a change in the behavior resulting from the experience The learning changes the behavior of an individual as he acquires information and experience For example, if you are sick after drinking milk, you had a negative experience, you associate the milk with this state of discomfort and you “learn” that you should not drink milk Therefore, you don’t buy milk anymore Rather, if you had a good experience with the product, you will have much more desire to buy it again next time The learning theories can be used in marketing by brands As the theory of operant conditioning which states that you can build a good image and high demand for a product by associating it with a positive reinforcement (or rather a bad image with a negative reinforcement) Beliefs and attitudes: A belief is a conviction that an individual has on something Through the experience he acquires, his learning and his external influences (family, friends, etc ), he will develop beliefs that will influence his buying behavior Beliefs as well as attitudes are generally well-anchored in the individual’s mind and are difficult to change For many people, their beliefs and attitudes are part of their personality and of who they are However, it is important to understand, identify and analyze the positive attitudes and beliefs but also the negative ones that consumers can have on a brand or product To change the 15 | P a g e brand’s marketing message or adjust it’s positioning in order to get consumers to change their brand perception Social factors Social factors are among the factors influencing consumer behavior significantly They fall into three categories: reference groups, family and social roles and status Reference groups and membership groups : The membership groups of an individual are social groups to which he belongs and which will influence him The membership groups are usually related to its social origin, age, place of residence, work, hobbies, leisure, etc The understanding of the specific features (mindset, values, lifestyle, etc ) of each group allows brands to better target their advertising message More generally, reference groups are defined as those that provide to the individual some points of comparison more or less direct about his behavior, lifestyle, desires or consumer habits They influence the image that the individual has of himself as well as his behavior Whether, it is a membership group or a non-membership group For example, even if he doesn’t need it yet, a surfing beginner may want to buy “advanced” brands or products used by experienced surfers (aspirational group) in order to get closer to this group While a teen may want the shoe model or smartphone used by the group of “popular guys” from his high school (aspirational group) in order to be accepted by this group Some brands have understood this very well and communicate, implicitly or not, on the “social benefit” provided by their products Within a reference group that influences the consumer buying behavior, several roles have been identified: The initiator: the person who suggests buying a product or service 16 | P a g e The influencer: the person whose point of view or advice will influence the buying decision It may be a person outside the group (singer, athlete, actor, etc ) but on which group members rely on The decision-maker: the person who will choose which product to buy In general, it’s the consumer but in some cases it may be another person For example, the “leader” of a soccer supporters’ group (membership group) that will define, for the whole group, which supporter’s scarf buy and bear during the next game The buyer: the person who will buy the product Generally, this will be the final consumer Many brands look to target opinion leaders (initiator or influencer) to spread the use and purchase of their product in a social group Either through an internal person of the group when it comes to a small social group Or through a sponsorship or a partnership with a reference leader (celebrity, actor, musician, athlete, etc ) for larger groups Family: The family is maybe the most influencing factor for an individual It forms an environment of socialization in which an individual will evolve, shape his personality, acquire values But also develop attitudes and opinions on various subjects such as politics, society, social relations or himself and his desires But also on his consumer habits, his perception of brands and the products he buys We all kept, for many of us and for some products and brands, the same buying habits and consumption patterns that the ones we had known in our family Perceptions and family habits generally have a strong influence on the consumer buying behavior People will tend to keep the same as those acquired with their families For example, if you have never drunk Coke during your childhood and your parents have described it as a product “full of sugar and not good for health” There is far less chance that you are going to buy it when you will grow up that someone who drinks Coke since childhood 17 | P a g e For brands – especially for Fast-Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) – successfully “integrate” the family is both a real challenge and an opportunity to develop a strong consumer loyalty among all the family members That’s why it’s important for brands to be seen as a family brand in order to become a consumer habit for parents and children when they will become adults Social roles and status: The position of an individual within his family, his work, his country club, his group of friends, etc – All this can be defined in terms of role and social status A social role is a set of attitudes and activities that an individual is supposed to have and according to his profession and his position at work, his position in the family, his gender, etc – and expectations of the people around him Social status meanwhile reflects the rank and the importance of this role in society or in social groups Some are more valued than others For example, a consumer may buy a Ferrari or a Porsche for the quality of the car but also for the external signs of social success that this kind of cars represents Moreover, it is likely that a CEO driving a small car like a Ford Fiesta or a Volkswagen Golf would be taken less seriously by its customers and business partners than if he is driving a germen luxury car And this kind of behaviors and influences can be found at every level and for every role and social status Again, many brands have understood it by creating an image associated with their products reflecting an important social role or status Cultural factors Cultural factors are coming from the different components related to culture or cultural environment from which the consumer belongs 18 | P a g e Culture and societal environment: Culture is crucial when it comes to understanding the needs and behaviors of an individual Throughout his existence, an individual will be influenced by his family, his friends, his cultural environment or society that will “teach” him values, preferences as well as common behaviors to their own culture For a brand, it is important to understand and take into account the cultural factors inherent to each market or to each situation in order to adapt its product and its marketing strategy As these will play a role in the perception, habits, behavior or expectations of consumers For example, in the West, it is common to invite colleagues or friends at home for a drink or dinner In Japan, on the contrary, invite someone home does not usually fit into the local customs It is preferable to that this kind of outing with friends or colleagues in restaurant While if a Japanese offer you a gift, the courtesy is to offer him an equivalent gift in return Sub-cultures: A society is composed of several sub-cultures in which people can identify Subcultures are groups of people who share the same values based on a common experience or a similar lifestyle in general Subcultures are the nationalities, religions, ethnic groups, age groups, gender of the individual, etc The subcultures are often considered by the brands for the segmentation of a market in order to adapt a product or a communication strategy to the values or the specific needs of this segment For example in recent years, the segment of “ethnic” cosmetics has greatly expanded These are products more suited to non-Caucasian populations and to types of skin pigmentation for African, Arab or Indian populations for example 19 | P a g e It’s a real brand positioning with a well-defined target in a sector that only offered makeup products to a Caucasian target until now (with the exception of niche brands) and was then receiving critics from consumers of different origin Brands often communicate in different ways, sometimes even create specific products (sometimes without significant intrinsic difference) for the same type of product in order to specifically target an age group, a gender or a specific sub-culture Consumers are usually more receptive to products and marketing strategies that specifically target them Social classes: Social classes are defined as groups more or less homogenous and ranked against each other according to a form of social hierarchy Even if it’s very large groups, we usually find similar values, lifestyles, interests and behaviors in individuals belonging to the same social class We often assume three general categories among social classes : lower class, middle class and upper class People from different social classes tend to have different desires and consumption patterns Disparities resulting from the difference in their purchasing power, but not only According to some researchers, behavior and buying habits would also be a way of identification and belonging to its social class Beyond a common foundation to the whole population and taking into account that many counterexample naturally exist, they usually not always buy the same products, not choose the same kind of vacation, not always watch the same TV shows, not always read the same magazines, not have the same hobbies and not always go in the same types of retailers and stores For example, consumers from the middle class and upper class generally consume more balanced and healthy food products than those from the lower class 20 | P a g e They don’t go in the same stores either If some retailers are, of course, patronized by everyone, some are more specifically targeted to upper classes such as The Fresh Market, Whole Foods Market, Barneys New York or Nordstrom While others, such as discount supermarkets, attract more consumers from the lower class Cultural trends: Cultural trends or “Bandwagon effect” are defined as trends widely followed by people and which are amplified by their mere popularity and by conformity or compliance with social pressure The more people follow a trend, the more others will want to follow it They affect behavior and shopping habits of consumers and may be related to the release of new products or become a source of innovation for brands By social pressure, desire to conformity or belonging to a group, desire to “follow fashion trends” or simply due to the high visibility provided by media, consumers will be influenced, consciously or unconsciously, by these trends For example, Facebook has become a cultural trend The social network has widely grew to the point of becoming a must have, especially among young people It is the same with the growth of the tablet market Tablets such as iPad or Galaxy Tab have become a global cultural trend leading many consumers to buy one Even if they had never specially felt the need before Economic factors Consumer behavior is influenced largely by economic factors Economic factors that influence consumer behavior are: Personal Income, Family income, Income expectations, Savings, Liquid assets of the Consumer, Consumer credit, Other economic factors Personal Income: The personal income of a person is determinant of his buying behavior The gross personal income of a person consists of disposable income and discretionary income The disposable personal income refers to the actual income (i.e money balance) remaining at the disposal of a 21 | P a g e person after deducting taxes and compulsorily deductible items from the gross income An increase in the disposable income leads to an increase in the expenditure on various items A fall in the disposable income, on the other hand, leads to a fall in the expenditure on various items The discretionary personal income refers to the balance remaining after meeting basic necessaries of life This income is available for the purchase of shopping goods, durable goods and luxuries An increase in the discretionary income leads to an increase in the expenditure on shopping goods, luxuries etc which improves the standard of living of a person Family income: Family income refers to the aggregate income of all the members of a family Family income influences the buying behavior of the family The surplus family income, remaining after the expenditure on the basic needs of the family, is made available for buying shopping goods, durables and luxuries Income Expectations: Income expectations are one of the important determinants of the buying behaviour of an individual If he expects any increase in his income, he is tempted to spend more on shopping goods, durable goods and luxuries On the other hand, if he expects any fall in his future income, he will curtail his expenditure on comforts and luxuries and restrict his expenditure to bare necessities 1.4 Evaluate the relationship between brand loyalties, corporate image and repeat purchasing Relationship between brand loyalty, corporate image and repeat purchase Brand loyalty represents the dedication and loyalty of the customer with respect to the brand It shows the desire of the customer to buy that particular brand The customer is purely involved in brands they like and what they are proffering When a customer strongly likes a brand and its offerings, 22 | P a g e he or she does neither consider other brand nor does he or she wish to buy some other brand Corporate image represents the psychological picture of the brand in the mind of the widespread community The company endeavors to makes a certain image of its brand in the market which it then attempts to sustain and progress so that the customers are drawn towards them Repeat purchasing represents when the consumer purchases a product or service for the first time, is pleased with it and afterwards purchases and uses the same product or service again The three notions of brand loyalty, corporate image and repeat purchase are interrelated with one another The company employs various creative and effective marketing techniques to build an affirmative corporate image in the minds of the widespread community The customer gets drawn towards the brand and buys it The first buy is the test of the product or brand If the brand is successful in satisfying the needs of consumer, he or she buys the product or brand again and also recommend it to other people around him The repeat purchase carries on and gradually brings brand loyalty The product must fulfill the needs and specifications as needed by the customer to make sure that they go back to buy that product and recommend it to other people associated with them Apply on Ress Pub We can see the close relationship between brand loyalty, corporative image and repeat purchasing Ress Pub in present period time is going to build corporative image so they need to focus on business strategies, value and brands As other brands, Ress Pub also tries to find potential customer and then keep relationship with customer buy promotion activities For example they keep contact of customer and then when have any promotion they will send message to cell phone of customer Moreover to build a brand loyalty, Ress Pub also sends the thanks and wish to the buyer Ress Pub is a new brand in the market, surely that it is not the strong brand to make customer repeat purchasing; however, as time goes by in the consumers’ minds, the new images can make them attention Ress Pub needs to have good brand loyalty and corporative image in order to the opportunity of repeat purchasing is higher So to have loyal customer, Ress Pub need to improve their brand as well as their image to attract 23 | P a g e customer Because this is entertainment industry which asks for the changing fast and adapting quickly, Ress Pub still face with a lot of challenging and strong competitor Conclusion 24 | P a g e Appendix: Interview The author decided to choose 10 random consumers in Ress Pub There is the result: Questions Answers How old are you? From 17 to 36 years old What kind of channels that give you Social network (Facebook, Instagram) information about Ress Pub? Word-of-mouth (friends, family) Why did you choose Ress Pub? To hang out with friends and listen EDM music To join in Free BBQ event To relax To shelter the rain Did you have another choice? Some pubs around Hoan Kiem District Make a plan to going to Ress Pub (Only choice) We will go to another places if rains stop What are your opinions about Ress Pub? Ress Pub is an amazing place to relax and Do you feel satisfies? meet friends We have a good meal Noisy Crowded Will you come back with your friends? Yes, absolutely (7 customers) What you think about brand of Ress Pub? New brand but have potential Will you become the loyal customer of Ress Yes, I will (4 customers) Pub? I will wait until Ress Pub can attract me (6 customers) 25 | P a g e References: BPP Learning Media (2013) Marketing intelligence and planning London: BPP Learning Media p3-20 Brajesh, C (2012) Consumer Buying Behavior Available: https://iitmaverick.wordpress.com/2012/11/14/consumer-buying-behavior-3/ Last accessed 13th Sep 2015 Freedom, K (2011) Relationship between brand loyalty, corporate image Available: https://www.coursehero.edu/file/p4nnrqn/Relationship-between-brand-loyalty-corporateimage-and-repeat-purchase-Brand/ Last accessed 13th Sep 2015 India Education (2012) Diffusion of Innovations Theory Available: http://www.indiana.edu/~t581qual/Assignments/Diffusion_of_Innovations.pdf Last accessed 13th Sep 2015 Kotler, D (2008) Consumer Markets and Consumer Buyer Behaviour In: Kotler, D Marketing Principles 7th ed Boston: Pearson Prentice Hall p161-191 Kotler, D (2008) Products, Services and Brands In: Kotler, DMarketing Principles 7th ed Boston: Pearson Prentice Hall p251-284 Smriti, C (2012) Factors Influencing Consumer Behaviour.Available: http://www.yourarticlelibrary.com/products/5-factors-influencing-consumer-behaviourexplained/22163/ Last accessed 13th Sep 2015 Perreau, F (2013) Factors Influencing Consumer Behaviour.Available: http://theconsumerfactor.com/en/4-factors-influencing-consumer-behavior/ Last accessed 13th Sep 2015 Tak Yuen, K (2007) The Effect of Customer Trust on Customer Loyalty and Repurchase Intention: The Moderating Influence of Perceived CSR Available: http://libproject.hkbu.edu.hk/trsimage/hp/04006429.pdf Last accessed 13th Sep 2015 Sophia, D (2013) CONSUMER BEHAVIOUR Available: http://www.academia.edu/6759106/Consumer_Behaviour Last accessed 13th Sep 2015 26 | P a g e