The consumers in different markets reflect acceptance for fair trade products according to their own demographic and purchase attributes. There are multiple factors that influence such decisions including price, availability, product features, and awareness are most significant factors influencing fair trade products (Ma, Littrell&Niehm2012)
The contribution of various food business organizations for promoting fair trade as business principles cannot be undermined. Divine chocolate is also one of the major contributors of the society as they have entered various markets including United Kingdom and United States with an aim to promote their products for fair trade principles (Millard, 2007)
The governmental organizations along with other European standardization organizations and regulatory agencies are developing laws and norms for minimum acceptability for food products. The food products are especially treated as major items of concern in terms of their relevance for health and safety of the public (Wheeler, 2012)
The increased usage of organic and healthy diet is also promoted throughout developed countries. The demographic variables following fair trade for food industry also includes gender segregation and attitudes towards using ethical food (Wright & McCrea, 2008)
Marketing initiative should be borderless because "digital doesn't respect borders, particularly now with social media." (Cooper, 2010) it is reported that brands that fail to adopt a borderless approach "risk becoming marginalized
"AIG while providing insurance for credit default swaps didn't check the creditworthiness of loan/borrowers. As the subprime home loan borrowers were of low credit worthiness, the risk was high in such loans" (Sinha & Ahmad 2009: 186)
Apparently, it has also become a tool for managers to market their products. Brand identity provides guidelines on which parts of the brand the manager should modify, and this allows brand evolution (Brodie et al
The objective is to achieve the desired brand identity to achieve sustainability. Therefore, every element that contributes to the building of the brand is essential, and although brand identity is difficult, and time consuming (Kapferer, 2008)
Prior studies suggest that the brand was not an important consideration in purchasing behavior. The consumers felt that the price was the most important factor in the purchasing behavior (Shocker, Srivastava, Ruekert, 1994)
For instance, the internet has become a strategic tool, which ensures that many people can access the product online. This has advanced, and businesses are adopting online business, which includes selling and buying online (Rowler, 2004)
In order to develop a branding strategy there are seven elements that need to be considered. These are that the brand must be tied to the business model, be consistent, connect emotionally with the customer, reward and cultivate loyalty, the strategy must be measurable, it must position away from competitors, and it should be flexible (Sorenson, 2012)
Branding The brand is our promise to the customer, communicating to them what they can expect when they purchase the product (Williams, 2012)
Your consumer must choose to pay attention. Your message must be a simple message, because our attention spans don't last very long" (Stine)
The Turkish economy is expected to experience robust growth at a13.2% CAGR over the next five years and reaches $1,226 billion by 2017 (Bureau, 2012)
However, for a product imported as a low-cost leader this could actually be beneficial for a product like Ponds. Social The Turkish are a fairly heirarchial society that has a respect for rank, education and authority (Carter, 2010)
They have greater input yet it is the marketers who are navigating them to the brands and products that align most with their unmet psychographic and functional needs. While the customers have many options for voicing their approval or disapproval of a given product or service through social media, it is the marketer's accuracy and precision of orchestrating multichannel experiences that gets them to buy (Chatterjee, 2010)
And to the critics of WalMart who say they drive down prices and make smaller retailers go out of business, consider that just 16% of the total WalMart customer base is loyal to them (WalMart Investor Relations, 2013).The foundation of all excellent marketing in general and the creation and strengthening of customer relationships specifically is predicated on customers seeing solid evidence that a marketer respects and reacts to their concerns (Foxall, 1994)
Trust is a foundational element of consumer behavior, and it is the marketer, not the consumer, who will have to earn and keep it to make sales over time. One of the fundamental aspects of customer loyalty is the ability to continually culture expectations and fulfill and exceed them, further earning and keeping trust over time (Morgan, 2000)
And while customers across B2B and B2C have also never been more frustrated with the wide differences in product and service quality, it is up to the marketer to convince them that their given product can bridge or cross this chasm. And to do that, marketers must excel at imparting trust to the potential customer (Suranyi-Unger, 1981)
Branding and Positioning Cross examination of branded watches in the market The world population is anticipated to grow at an alarming rate of 1.2% which will translate into 700 million customers from the upcoming markets and third world countries (Buchanan, 2007)