A comparative research between Generation Y and Generation Z in Malacca about the effects of branding on food product sauce “NUR” / Nur Aiyani Fakhira Noor Azmi

The chosen branding strategy (including the branding as its integral parts) is highly important in this process. Nowadays, the brand becomes one of the basic motives for the consumers’ choice of a particular food product. The importance of the product brand shall be seen primarily in its impact on c...

Full description

Saved in:

Bibliographic Details
Main Author:	Noor Azmi, Nur Aiyani Fakhira
Format:	Thesis
Language:	English
Published:	2023
Subjects:	Marketing
Online Access:	https://ir.uitm.edu.my/id/eprint/88893/1/88893.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uitm-ir.88893
record_format	uketd_dc
spelling	my-uitm-ir.888932024-03-19T07:06:30Z A comparative research between Generation Y and Generation Z in Malacca about the effects of branding on food product sauce “NUR” / Nur Aiyani Fakhira Noor Azmi 2023 Noor Azmi, Nur Aiyani Fakhira Marketing The chosen branding strategy (including the branding as its integral parts) is highly important in this process. Nowadays, the brand becomes one of the basic motives for the consumers’ choice of a particular food product. The importance of the product brand shall be seen primarily in its impact on consumers’ choice and their loyalty through identifying and differentiating quality and origin, as well as creating additional values. The aim of this paper is to research the extent to which the consumer perceives the brand and how much it affects the evaluation of the functional characteristics of the product, primarily product quality. This paper analyzes the sales of sauces (NUR) as well as explores the effect of the product brand on sales. The main conclusions of the paper are that consumers do not value products based exclusively on their physical characteristics and that in the process of making a purchasing decision when choosing an alternative, consumers will first perceive the brand as “a sign of quality” and then other evaluation criteria (physical appearance and packaging, price, the reputation of the retail network). 2023 Thesis https://ir.uitm.edu.my/id/eprint/88893/ https://ir.uitm.edu.my/id/eprint/88893/1/88893.pdf text en public degree Universiti Teknologi MARA, Melaka College of Creative Arts
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Marketing
spellingShingle	Marketing Noor Azmi, Nur Aiyani Fakhira A comparative research between Generation Y and Generation Z in Malacca about the effects of branding on food product sauce “NUR” / Nur Aiyani Fakhira Noor Azmi
description	The chosen branding strategy (including the branding as its integral parts) is highly important in this process. Nowadays, the brand becomes one of the basic motives for the consumers’ choice of a particular food product. The importance of the product brand shall be seen primarily in its impact on consumers’ choice and their loyalty through identifying and differentiating quality and origin, as well as creating additional values. The aim of this paper is to research the extent to which the consumer perceives the brand and how much it affects the evaluation of the functional characteristics of the product, primarily product quality. This paper analyzes the sales of sauces (NUR) as well as explores the effect of the product brand on sales. The main conclusions of the paper are that consumers do not value products based exclusively on their physical characteristics and that in the process of making a purchasing decision when choosing an alternative, consumers will first perceive the brand as “a sign of quality” and then other evaluation criteria (physical appearance and packaging, price, the reputation of the retail network).
format	Thesis
qualification_level	Bachelor degree
author	Noor Azmi, Nur Aiyani Fakhira
author_facet	Noor Azmi, Nur Aiyani Fakhira
author_sort	Noor Azmi, Nur Aiyani Fakhira
title	A comparative research between Generation Y and Generation Z in Malacca about the effects of branding on food product sauce “NUR” / Nur Aiyani Fakhira Noor Azmi
title_short	A comparative research between Generation Y and Generation Z in Malacca about the effects of branding on food product sauce “NUR” / Nur Aiyani Fakhira Noor Azmi
title_full	A comparative research between Generation Y and Generation Z in Malacca about the effects of branding on food product sauce “NUR” / Nur Aiyani Fakhira Noor Azmi
title_fullStr	A comparative research between Generation Y and Generation Z in Malacca about the effects of branding on food product sauce “NUR” / Nur Aiyani Fakhira Noor Azmi
title_full_unstemmed	A comparative research between Generation Y and Generation Z in Malacca about the effects of branding on food product sauce “NUR” / Nur Aiyani Fakhira Noor Azmi
title_sort	comparative research between generation y and generation z in malacca about the effects of branding on food product sauce “nur” / nur aiyani fakhira noor azmi
granting_institution	Universiti Teknologi MARA, Melaka
granting_department	College of Creative Arts
publishDate	2023
url	https://ir.uitm.edu.my/id/eprint/88893/1/88893.pdf
_version_	1794192172274155520

A comparative research between Generation Y and Generation Z in Malacca about the effects of branding on food product sauce “NUR” / Nur Aiyani Fakhira Noor Azmi

Similar Items