In an attempt to reflect on the role of brands and brand awareness with respect to the three product groups, Table 5.11 to Table 5.13 were constructed. The mean scores obtained for each of the factor items as reported on a seven point Likert-scale were analysed. The comments below are provided in terms of brand functions, advertising, brand elements and consumer decision-making as discussed in Chapter 2 and Chapter 3.
Items that loaded on the “Brand functions” factor describe the landmarking, decision simplification, guarantee, personalisation, social and status and pleasure-giving functions of brands. “Advertising” denotes the reaction of respondents to marketers’ use of advertising media as a tool for creating and increasing brand awareness. “Brand elements” serves to identify and differentiate the brand, and thus enhance brand awareness. “Consumer decision-making”
refers to the role of brand awareness with respect to brands that enter the consideration set, are selected from the consideration set and determine the perceived quality of the brand.
5.5.1 Mean scores for coffee
Table 5.11 shows the mean scores of the questionnaire dealing with role of branding and brand awareness with respect to coffee brands. Table 5.11 indicates that most respondents agreed that the major branding function was that it helped
them save shopping time (decision-simplification), followed by the guarantee function (good quality).
It is interesting that respondents agreed that advertising did not seem to play an important role in the awareness of coffee brands (all mean scores were lower than 4.0 on a 7-point scale). In-store advertising played the most important role in creating brand awareness, while Internet advertising was unimportant.
Respondents also agreed that brand names that are easy to pronounce were more important than those that remind them of something.
Perceived quality played a very important role in consumer decision-making (score of 6.10). Respondents also seemed to buy the coffee brands they know.
TABLE 5.11
MEAN SCORES FOR COFFEE ITEMS
Mean scores Std.Dev.
Brand functions 4.54 1.20
Branded products save me shopping time 5.11 1.74
Branded products are good quality 4.88 1.68
Branded products satisfy my expectations 4.85 1.65
Well-known brands are of good quality 4.70 1.66
Branded products are worth their price 4.57 1.79
The higher priced products are of a better quality 4.42 1.82
Unknown brands are of low quality 3.23 1.68
Advertising 3.11 1.42
In-store advertising for coffee usually draws my attention 3.93 1.85 Television advertising for coffee usually draws my attention 3.88 1.93 Advertisements for coffee usually draw my attention 3.42 1.87 Magazine advertising for coffee usually draws my attention 2.96 1.78 Radio advertising for coffee usually draws my attention 2.65 1.75
Newspaper advertising for coffee usually draws my attention 2.57 1.72 Internet advertising for coffee usually draws my attention 2.34 1.60
Brand elements 4.60 1.69
I usually remember brand names that are easy to pronounce 4.71 1.97 I usually remember brand names that remind me of something 4.68 1.83 I usually remember brand names that are easy to spell 4.40 1.99
Consumer decision-making 5.59 1.15
If I have a choice I would buy the best quality 6.10 1.44
I usually choose the brand I know 5.78 1.33
Brands make it easier to choose the product 5.64 1.58
Brands influence my choice of purchase 5.35 1.78
I usually buy high quality products 5.34 1.59
I prefer buying well-known brands 5.31 1.61
5.5.2 Mean scores for sportswear clothing
Table 5.12 shows the mean scores of each item with respect to sportswear clothing.
TABLE 5.12
MEAN SCORES FOR SPORTSWEAR CLOTHING ITEMS
Mean scores Std.Dev.
Brand functions 4.98 1.09
Branded products display fashionable, attractive styling 5.45 1.46
Branded products are of good quality 5.41 1.47
Well-known brands are of good quality 4.94 1.54
Branded products satisfy my expectations 4.80 1.47
Branded products save me shopping time 4.79 1.90
The higher priced products are of a better quality 4.66 1.69
Branded products are worth their price 4.58 1.71
Advertising 4.42 1.26
Magazine advertising for clothing usually draws my attention 5.37 1.64 Advertisements for clothing usually draw my attention 5.03 1.71 In-store advertising for clothing usually draws my attention 4.94 1.62 Television advertising for clothing usually draws my attention 4.92 1.80 Newspaper advertising for clothing usually draws my attention 3.95 1.84 Internet advertising for clothing usually draws my attention 3.68 1.97 Radio advertising for clothing usually draws my attention 3.07 1.75
Brand elements 4.70 1.54 I usually remember brand names that are easy to pronounce 4.94 1.86 I usually remember brand names that remind me of something 4.59 1.83 I usually remember brand names that are easy to spell 4.57 1.86
Consumer decision-making 4.88 1.09
I usually choose the brand I know 5.37 1.57
I like attractive logos 5.31 1.58
Brands influence my choice of purchase 5.25 1.71
I can think of more international brands than local ones 5.05 1.68 I can remember a number of different brands when purchasing 5.01 1.73
I prefer buying well-known brands 4.95 1.66
I am likely to buy the brand that I remember best 4.57 1.80
I usually choose well-advertised brands 4.50 1.61
I take note of new brands coming into the market 4.41 1.71
I usually buy the best-selling brands 4.37 1.64
Table 5.12 indicates that branded products were believed to display fashionable, attractive styling (personalisation, social and status function). Quality (guarantee function) was also important to respondents. They seemed to believe that well-known clothing brands were of good quality.
Respondents mostly noticed magazine advertising for sportswear clothing. This was followed by in-store and television advertising, while radio and Internet advertising were unimportant.
Table 5.12 furthermore shows that brand names that are easy to pronounce were more easily remembered than those that remind them of something.
Respondents tended to buy the sportswear clothing brands they know, but did not necessarily buy the best-selling or well-advertised brands of sportswear clothing.
The respondents also seemed to like attractive logos.
5.5.3 Mean scores for sportswear shoes
Table 5.13 shows the mean scores of responses dealing with the brand awareness and sportswear shoes brands. Table 5.13 indicates that most respondents agreed that the major branding function was decision-simplification (choose the brand they know, making it easier to choose the product).
Like with sportswear clothing, respondents mostly noticed in-store advertising for sportswear shoes, followed by magazine advertising. Newspaper, radio and Internet advertising were unimportant.
Table 5.13 shows that the respondents were attracted by logos and usually remember brand names that are easy to pronounce.
Well-known brands were perceived to be of good quality. Respondents also seemed to agree that higher priced products are of a better quality.
TABLE 5.13
MEAN SCORES FOR SPORTSWEAR SHOES ITEMS
Mean scores Std. Dev.
Brand functions 5.35 1.05
I usually choose the brand I know 5.89 1.36
Brands make it easier to choose the product 5.64 1.54
Brands influences my choice of purchase 5.47 1.53
I prefer buying well-known brands 5.44 1.48
Branded products are of good quality 5.37 1.45
Branded products save me shopping time 5.19 1.76
Branded products satisfy my expectations 5.03 1.41
Branded products are worth their price 4.79 1.78
Advertising 4.07 1.19
In-store advertising for shoes usually draws my attention 5.06 1.65 Magazine advertising for shoes usually draws my attention 4.97 1.72 Advertisements for shoes usually draw my attention 4.55 1.88 Television advertising for shoes usually draws my attention 4.32 1.87 Internet advertising for shoes usually draws my attention 3.61 2.06 Newspaper advertising for shoes usually draws my attention 3.57 1.87 Radio advertising for shoes usually draws my attention 2.43 1.51
Brand elements 4.92 1.49
I like attractive logos 5.44 1.54
I usually remember brand names that are easy to pronounce 4.91 2.03 I usually remember brand names that are easy to spell 4.73 2.05 I usually remember brand names that remind me of something 4.60 1.82
Consumer decision-making 4.53 1.26
Well-known brands are of good quality 5.10 1.49
The higher priced products are of a better quality 4.85 1.76
I usually choose well-advertised brands 4.61 1.85
I usually buy the best-selling brands 4.34 1.87
Unknown brands are of low quality 3.78 1.66
5.6 A COMPARISON OF MEAN SCORES ACCORDING TO