Introduction
This is the ability of a prospect consumer to ability to identify the brand of a particular product. This ability plays a very important when it comes to the decision making by the consumer about which brand to purchase. According to McDonald and sharp (2000), brand awareness by a consumer accentuates the brand to enter into the set of considerations a consumer has and therefore utilized as a heuristic and quality perception. A consumer will reach the purchasing decision by choosing amongst the brands in their consideration set. A heuristic approach by customers is used in making the purchasing decision since they will only purchase a brand that they either know of or have heard of. Lastly, brand equity happens when the buyer is aware and is also familiar with the brand and holds in memory favorable and unique associations of brands.
Purchasing decision
In making the purchasing decision, two elements are considered in the process by the consumer. First, the consumer selects a particular retail outlet where they are sure the brand can be found. The image of the retail outlet which includes the items on sale, services, consentience, atmosphere of the store and thereafter makes the selection whether or not to purchase from that outlet. Secondly, the purchase price is also another element considered by the consumer when making a decision about which brand to purchase.
Hypothesis testing
The test will be conducted to find out the relationship between two variables. The assumption that brand awareness has an influence in the consumers purchasing decision is the problem of this research. Brand awareness is the independent variable and Consumer decision making is the dependent.
Hypothesis statement
Null Hypothesis (Ho): Brand awareness has no influence on consumer behavior towards choosing pasta brand.
Alternative Hypothesis (Hi): Brand awareness has an influence on the consumer behavior towards choosing pasta brand
Data analysis
The data recorded from the questionnaires was processed an analyzed using the SPSS tool. The data is summarized and presented in form of percentages in a bid to test the hypothesis whether the brand awareness in customers has any influence on their purchase decision.
Analysis of constructs and hypothesis test
The relationship between brand awareness and consumer (both male and female) purchasing decision on pasta products brands was investigated using the Pearson correlation analysis. The correlation was used to analyze the relationship between the two variables which are continuous which in this case in the terms of their strength of direction and relationship. The correlation test analysis shows that the hypothesis. The accepted error margin is +/- 5 percent
The correlations test done at the 0.05 level of significant on:
Null Hypothesis (Ho): Brand awareness has no influence on consumer behavior towards choosing pasta brand.
Alternative Hypothesis (Hi): Brand awareness has an influence on the consumer behavior towards choosing pasta brand
Correlation test shows that the significant level of 0.43 for the relationship of brand awareness and consumer purchase decision. The significant level is below 0.05 describes a relationship between the two variables. The null hypothesis is therefore rejected. The Pearson correlation analysis at level 276 indicates that there is a significant positive relationship between the brand awareness and the decision to purchase. The positive figure indicates that there is a high level of brand awareness which contributes to the consumer purchasing decision. (r=276, p<0.05).
Discussion
The results from the analysis points out that the brand awareness has a significant relationship with the consumer purchasing decision if pasta products. In choosing between the different brands of pasta products, the level of awareness by the consumer about the brands holds much in making the purchase decision. This is possibly due to the reasons that the decision making process follows the following steps: problem recognition, information search, evaluation of alternatives, purchase decision and decisions after purchasing. The brand awareness has therefore a possibility of playing a great influence in the evaluation of alternatives, purchasing decision and after purchase decision. In making the decision the consumers make decision influenced by: comparing the number of brands, well-advertised brands, they would also not consider purchasing unknown brands, their decision to purchase the brand is also influenced by the brand itself, and lastly they are also influenced.
The results indicate that majority of the respondents make purchasing decision after a major influence by the advertisement level of the brand. The second influencing factor was the brand name and attributes which a significantly high level of influence to the purchase decision. The least significant factor of influence is the consideration of buying unknown brands.
A high level of brand awareness indicates that the consumers will purchase the particular brand they have used and have heard of. The brand information they may possibly consider before making the purchase decision include: experience with the product, brand attributes, alternative brands, brand symbol and symbol, and brand name is always in memory. For majority of the respondents, the experience with the pasta product was the most significant factor about the brand that influenced their purchase product. The majority of the respondent who were influenced by this factor was female aged 20 to 35 years of age. The second most influencing factor about the brand is the attribute and the brand name. this is because they consider some brands more quality, healthier, and superior as well as of a certain class of social group they associate with and so they prefer to purchase that particular brand.
Works cited
Macdonald, K., Sharp, M, Brand Awareness Effects on Consumer Decision Making for a
Common, Repeat Purchase Product: A Replication. Journal of Business Research, 2010, Vol.
48, pp.5-15.
