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An Exploratory Study On Brand Choice Criteria

- Centering on Brand Image Components -

Lee, Jae Ho

Dept. of Business Adm.

The Graduate School

Yonsei University

The goal of this study is to find out what is the deterministic choice criteria of a brand and to think over the strategic usage of it in the marketing area.

From the theoretical perspective that consumers' purchase behavior can be affected by the brand associations, which consumers forms in their memory structure and that these brand associations are mainly formed from consumers' evaluation on product attributes and benefits which compose brand image, product attributes were examined in relation to the degree of purchase intention, preference and satisfaction. In this study, product attributes which seems to have relation with purchase intention, preference, and satisfaction are supposed as the alternatives of important choice criterias. Analysis was took placed to find out deterministic choice criteria from among these several important choice criterias. Questionaire survey was employed to collect data for statistical analysis. Research findings are as follows.

First, there were statistically meaningful differences among brand prefered consumer groups in the evaluations on product attributes and benefits. The scores of evaluations on product attributes and benefits were different in accordance with consumers' brand preferences. In the evaluations on non-important-perceived attributes and benefits, however, scores of evaluations did not meaningful differed from each other among brand prefered consumer groups.

Second, the numbers and the kinds of envalued product attributes and benefits di-ffered from each other among brand prefered consumer groups. For example, while one certain brand prefered consumer group evaluated seven product attributes out of eight as important and highly satisfying, the other brand prefered consumer group evaluated just one attributes as important and highly satisfying.

Third, in most cases the ranked order of brands on one product attributes or benefits were greately differed form each other among brand prefered groups. For example, a brand, which was ranked as firstly prefered on a certain product attributes or benefits by one brand preferred group was ranked as fourthly prefered by the other brand prefered group.

Fourth, highly evaluated brand choice criterias have statistically meaningful effect on purchase intention.

In conclusion, these findings support the theoretical perspective that consumers' brand choice is affected by brand associations which is formed around central deterministic brand choice criteria.

* Key words: Choice Criteria, Brand Association.