A Study on the Evaluation of Brand Positioning and Identification of Key Branding Strategies W.R.T. to Moustache in the Kolkata Market
Downloads
In this research the researchers tried to study the brand positioning of Moustache, an entry level denim wear brand from Kolkata. Around 22 branding dimensions were studied in a Likert scale with a total of 109 parameters which resulted in extracting out some important factors, through exploratory factor analysis which influenced the decisions of the consumers in terms of their brand choice. The factors extracted were, namely, Brand Loyalty, Brand Satisfaction, Brand Renown-ability, Brand Knowledge, Brand Promise, Brand Performance and Brand Assurance. All these factors in totality help to shape the position of the brand in the minds of the consumers. These factors collectively explain 60.789% of reasons dictating the branding strategies which affect the purchase behaviour of the consumers of Moustache. A perceptual mapping, through multi-dimensional scaling, of the brand along with its competitors, namely, Mufti, Hoffmen and Passport were done in order to determine how the well the brand is perceived by its consumers in its segment. It was seen that among all the consumers, Moustache was perceived as a brand which has very low perception in Product Innovativeness and Product Promotion. Lastly all the responses of the consumers of the Likert scale was subjected to a mean score analysis in order to understand the mean agreement or disagreement of each branding dimension with respect to the Moustache brand in the mind. It was seen that around 7 branding dimensions namely, Brand Love, Behavioural Commitment, Brand Respect, Action Loyalty, Cognitive Loyalty, Affective Loyalty and Brand Symbolism were the dimensions which according to the consumers, Moustache was lagging behind as compared to its competitors. This research shall help in a better understanding of the denim jeans brand market and shall help further researchers and organisations based out of Kolkata to work upon these characteristics before launching their brand or product with respect to the brand Moustache.
32nd IAF World Fashion Convention: Indian Denim sector to become 8 billion dollar industry. (2016, October). Colourage , 63 (10), pp. 105-106.
Barbara, C. (2006). Brand Love: A Conceptual Framework. Some Antecedents and Outcomes of Brand Love , 7, 79-89.
Bhat, S. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing , 15 (1), 32-43.
Blake, B. F., Schulze, S., & Hughes, J. M. (2003). Perceptual Mapping by Multidimensional Scaling: A Step by Step Primer. Research Reports in Consumer Behaviour , 7 (1).
Blut, M., Evanschitzky, H., Vogel, V., & Ahlert, D. (2007). Switching Barriers in the Four-Stage Loyalty Model. Advances in Consumer Research , 34, 726-734.
Breivik, E., & Thorbjornsen, H. (2008). Consumer brand relationships: An investigation of two alternative models. Journal of the academy of marketing science , 36 (4), 443-472.
Cho, E. (2011). Development of a Brand Image Scale and the impact of lovemarks on brand equity. Iowa State University.
Chowdhury, P. K. (2001). Successful Branding. University Press.
Chowdhury, U. (2002). Does Price Reflect Emotional, Structural or Performance Quality? International Journal of Consumer Studies , 26 (2), 128-133.
Chowdhury, U., & Poynor, D. (2006). Impact of stitch density on seam strength, seam elongation, and seam efficiency. International Journal of Consumer Studies , 30 (6), 561-568.
Co., G. a. (2016, September 2). An Overview of the Global and Indian Denim Market. The Textile Magazine , 57 (11), pp. 52-58.
Co., G. a. (2016, September 2). An Overview of the Global and Indian Denim Market. An Overview of the Global and Indian Denim Market , 57 (11), pp. 52-58.
Coruh, M., Vural, T., & Coruh, E. (2010). A Scale Development Study To Evaluate The Physical Comfort Of Denim Jeans. Journal of Textile & Apparel , 21 (1), 77-81.
Crowther, E. M. (1985). Comfort and Fit in 100% cotton denim jeans. Journal of the Textile Institute , 76 (5), 323-338.
Csanák, E. (2014). Branding Issues and Creative Product Development in the Denim Industry. Óbuda University.
Erdem, T., & Swait, J. (2004). Brand Credibility, Brand Consideration and Choice. Journal of consumer research , 70 (1), 191-198.
Jin, B., Park, J. Y., & Ryu, J. S. (2010). Comparison of Chinese and Indian consumers' evaluative criteria when selecting denim jeans: A conjoint analysis. Journal of Fashion Marketing and Management: An International Journal , 14 (1), 180-194.
Karr, A. J. (2012). Jeans: From Workwear To Everywhere. WWD: Women's Wear Daily , 204 (50), pp. 1-12.
Kim, H. K., Lee, M., & Lee, Y. W. (2005). Developing a Scale For Measuring Brand Relationship Quality. Asia Pacific Advances in Consumer Research Volume , 6, 118-126.
Kothari, C. (2004). Research Methodology - Methods and Techniques (2 ed.). New Age International Private Limited Publishers.
Lall, S., & Mukherjee, S. (2016). Case Study: An Insight into the Buying Behaviour of Urban Consumers towards Casual Wear-An Empirical Evaluation. Advances in Management , 9 (6), 1-8.
Malhotra, N. K., & Birks, D. F. (2006). Marketing Research - An Applied Approach. Pearson Education Limited.
Morhart, F., Malar, L., Guevremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology , 25 (2), 200-218.
Morris, M., & Prato, H. (1981). Consumer Perception of Comfort, Fit and Tactile Characteristics of Denim Jeans. Tetxile Chemist and Colorist , 13 (3), 24-30.
Muncy, J. A. (1996). Measuring Perceived Brand Parity. In J. A. Muncy, Advances in Consumer Research (Vol. 23, pp. 411-417).
Nayak, P. (2016). Trends & patterns of denim jeans demand in India. Indian Textile Journal , 120 (8), 18-24.
Newbery, M., & Wang, W. (2017). Global market review of denim and jeanswear – forecasts to 2022. Malcolm Newbery Consulting Ltd.
Petzer, D., Mostert, P., & Kruger, L. M. The dimensions of brand romance as predictors of brand loyalty among cell phone users. African Online Scientific Information Systems (Pty) Ltd , 17 (4).
Rabby, M. F. (2011, May 1). The fashion makers: Global Denim brands & local manufacturers. Textile Today , pp. 4-11.
Rahman, O. (2011). Understanding Consumer's Perceptions and Behaviours: Implications for Denim Jeans Design. Journal of Textile, Apparel, Technology and Management , 7 (1).
Rahman, O., Fung, B. C., Chen, Z., Chang, W.-L., & Gao, X. (2010). A study of apparel consumer behaviour in China and Taiwan. International Journal of Fashion Design, Technology and Education , 13 (3), 1-12.
Rao, A. (2015, April). Nandan All Set To Become India's Top Denim Maker. The Textile Magazine , 56 (6), pp. 66-70.
Shahaida, P., & Pandya, M. (2013). Branded versus Unbranded Jeans:Opinions and Perceptions of Indian Youth. Journal of Marketing & Communication , 8 (3), 57-61.
Sprott, D., Czellar, S., & Sangerber, E. (2009). The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. Journal of Marketing Research , 46 (1), 92-104.
Su, J., & Tong, X. (2016). Brand Personality, Consumer Satisfaction, and Loyalty: A Perspective from Denim Jeans Brands. Family and Consumer Sciences Research Journal , 44 (n4).
TaghiPourian, M. J., & Bakhsh, M. M. (2015). Loyalty: From Single-Stage Loyalty to Four-Stage. International Journal of New Technology and Research (IJNTR) , 1 (6), 48-51.
TaghiPourian, M. J., & Bakhsh, M. M. (2015). Loyalty: From Single-Stage Loyalty to Four-Stage Loyalty. International Journal of New Technology and Research , 1 (6), 48-51.
Upadhyay, D., & Ambavale, R. (2013). International Journal of Management and Social Sciences Research. A Study on Preference with Reference to Denim Jeans in Female Segment in Ahmedabad city , 2 (4), 153-159.
Verheijen, J. (2014). Behavioral Commitment to Change over time. Organizational Change , 4 (1), 44-54.
White, H., & Sabarwal, S. (2014). Quasi Experimental Design and Methods. Methodologicl Briefs Impact Evaluation , 8, 1-5.
Wu, J., & Delong, M. (2006). Chinese perceptions of western‐branded denim jeans: a Shanghai case study. Journal of Fashion Marketing and Management: An International Journal , 10 (2), 238-250.
All Content should be original and unpublished.