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Marketing Research Paper
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2. 2.20.5The assets and liabilities on which brand equity is based will, according to Aaker (1991), differ by context. However, they can be grouped into five categories: 1. Brand Loyalty2. Brand Name (Awareness)
20. No absolutely not with the diverse social status’ of our society there should be something that economically makes sense for everyone.
21. No, I think the generic products are usually the exact same product as the brand name ones. Many times when you buy branded products, you pay extra for the name.
22. No, many times they are just as good as the brand and cheaper.
23. No they have the same ingredients as the brand name. (22)
25. Yes, they are a “knock off” of the original, no they shouldn’t be done away with because of price.
26. Most are knock offs but I do believe they are necessary in today’s financial times.
27. Yes, I have sold both and seen firsthand the difference in quality.
28. No because it may have the same ingredients as the original brand.
29. No everything has more than one way to reach the same result. Think about it…how many times have you got to the same place using a different route20. No they should keep the generic brands due to the savings for the consumers.<br />21. No it allows people to pick products for less, which, allows people to save money and live for less.<br />23. Some cases yes I believe they are, but I think they should stay around cause you might not always have the funds to get the name brand or doesn’t make sense to buy the name brand when you can get it cheaper.<br />24. Yes but not done away with. Comparing ingredients they are both containing the same. Generic products are sold at the same price the original should be. The only difference is the packaging.<br />25. No, I think generics are just as good of quality as the name brands.<br />26. No, because some generic brands are pretty much consistent with brand names. The only difference is the name.<br />27. I do believe that generic products are a knock off of the original but I don’t think they should be done away with because there are people who can’t afford the real thing and prefer to buy a knock off brand.<br />28. No they are pretty much the same thing.<br />29. I believe generic products are knocking off of the original but they should not be done away with because they can offer the same things at a lower price and people who cannot afford the original are able to get the generic brand. Generic products also keep the market price down and some of the original products.<br />30. No, some generic foods taste the same as the name brand. I have tried some generic foods that are just nasty. Personal preference. Depending on the product I purchase name brand or generic.<br />31. I do believe they are the same as the others and why do away with them when they are cheaper!<br />32. No, I think they are the same as regular at a cheaper price.<br />34. Yea (58<br />35. No most times there really isn’t a difference3 in taste from the generic to the brand name and most times generic is a lot more affordable.<br />37. Yes they are and they should continue to be offered.<br />38. No, it is very important to have the generic brand for medicines and everything else because the majority of the public can’t afford the name brands.<br />39. A lot of people cannot afford name brand items so generic products should be kept.<br />40. No, they are the price they should originally be. The original brand makes their price high because of supply and demand.<br />41. No, as far as I’m concerned generic is just as good without all the hype. You don’t have to pay so much because there is no advertising overhead to pay for it. If it was taken away many of us would have a very hard time with the little money we make now-a-days to make ends meet.<br />42. No because it is cheaper.<br />43. I actually called Conagra Foods and spoke with a representative about the foods that they manufacture. They literally make a product (such as salad dressing) and then send it off to different bottling companies. Some of the product goes to Kraft and receives their bottle and label; while some of the product is sent to Wal-Mart packaging centers and bottled/sold as a “great value” generic brand dressing. They are literally the same product. Kraft costs more because of the advertising that they pay for and the more expensive packaging.<br />45. No I don’t feel all generic products are as good as name brands. I purchase name brands even if it cost more.<br />47. I find some generic products better than name brand products. If the product is good it should sell itself, although you have those people who think name brand is better, although money and product should always play a factor in decisions.<br />48. Yes how do I know if they are generic?<br />49.No helps save money.<br />50. No exactly the same as the name brand.<br />51. Yes they are wasting space on the shelves.<br />52. No they have the same ingredients.<br />59. No, because I think it’s good because it gives people that are less fortunate to have a chance to purchase things that they usually wouldn’t.<br />60. No it’s cheaper and can do the job just as well for less amount of money.<br />62. No great and cheap item.<br />63. Yes I believe same product different labels. When they recall products lots of time it is all brands.<br />64. No, I like using generic products because their price is better.<br />67. Yes they really are not as good.<br />68. No good stuff!<br />71. No I think some of them are the same with just less of the active ingredient.<br />72. No I don’t feel all generic products are as good as name brands. I purchase some name brands even if it costs more.<br />73. Generic brands are beneficial.<br />74. I believe generics that don’t do research on their own to develop a product should be done away with (except in the context of prescriptions where brand names are ridiculously priced) but generics where the product has been around for a while and no detailed research goes into its production, such as say dry pasta and produce, those are fine.<br />77. No I think they are most likely exactly the same but cheaper.<br />78. Not always but I’d have to try before making a decision if it’s a good alternative.<br />79. I think they are knock offs but I don’t think the choice to purchase them should be done away with.<br />90. No, most generics are the same quality of the original. They should be kept to keep costs down and promote competition between brands.<br />91. No if it is the same product for less price why do away with it?<br />93. No prices are great.<br />96. No because they offer competitive cheap alternative.<br />97. No they keep the originals affordable.<br />98. I wish they would get rid of those damn things.<br />99. I enjoy generic brands! They are so cheap but still just as good as the original.<br />100. Mostly all generics are the same as the name brand so I don’t think they should be gotten rid of.<br />4.20 Findings Conclusion<br />The findings were all resulted in a statistical analysis conducted from all 100 survey instruments. The results were each divided into a graph to give the reader a quick view of the findings. The researcher’s opinion will be given in the following chapter to conclude the report of brand loyalty.<br />The findings gave the reader a broad understanding of what is people’s true opinion on brand loyalty compared to what text books and articles say about the subject. Many respondents agreed with the research in 2.0 Review of Literature. <br />5.0 CONCLUSIONS<br />5.1 Purpose of Research<br />The purpose of this study was to determine if brand loyalty existed or could consumers be persuaded to use a generic brand because of its cheaper price. The hypotheses were to determine brand loyalty is affected by price, if buying a name brand mattered to consumers over price, and finally to determine females cared more about brand loyalty over males.<br />The results of the findings were discussed in the previous chapter and understood that the subject varies from respondent based upon opinion and experience of the participant. <br />5.2 Results<br />The first hypothesis is brand loyalty is not influenced by price. This statement was proved to be accepted because 67% of the respondents said that they bought a generic brand over their usual brand because it was a lower price. The second hypothesis is consumers do not care if a product is a name brand as long as it is considered cheap. The second hypothesis that was tested was also accepted. 67% of all the respondents agreed that buying a name brand does not determine your social status and that if both products are the same and one is cheaper, they will buy the lower priced product. Finally, the third hypothesis is males do not have as much brand loyalty as females. This statement again is rejected. Due to the overwhelming response of opinions the respondents had during the qualitative questions. Surprisingly, most of the males said that they enjoyed buying the generic products and did not care to remain loyal to their name brand. They are definitely persuaded by the better deal.<br />Two hypotheses of the three were accepted and one was rejected from the recently discovered research on brand loyalty. <br />5.3 Researcher’s Opinion<br />The researcher felt that many respondents’ answers were predictable. Most of the respondents felt that generic brands were the same as the name brand and that they would definitely buy them in the future. It was very disheartening to the researcher that some of the respondents chose not to answer the qualitive questions because those questions helped the researcher gain the most knowledge about the study of loyalty and generic branding.<br />Reviewing over 2.0 Review of Literature the reader will conclude that loyal customers are hard to come by now-a-days with so many other companies offering the same product for a cheaper cost. It is also very costly advertising wise to keep a customer loyal for long periods of time. The understanding of all the research and findings of the survey instruments concludes that there are lots of different opinions on generic brands versus name brands. One of the most common opinions was that the generic brands needed to have the same exact ingredients as the name brand to be fairly comparable <br />