The Effects of Promotion Mix on Customer Brand Awareness toward Lebara Dissertation

The Effects of Promotion Mix on Customer Brand Awareness toward Lebara Mobile - Dissertation Example In the beginning of 2010, Lebara Mobile had almost 2.5 million customers throughout their business areas. Through proper marketing strategies, Lebara has become one of the global players of mobile service industry (Lebara, 2011). Aim and Objective The aim and objective of this research is to find the impact of promotion mix on customer’s brand awareness. In other words, the ways a promotion mix such as sales promotion, public relation, advertising and personal selling attract a customer towards a brand are the basic aims of the paper. The objectives of this research are to study the impact of sales promotion, public relation and advertising on brand awareness and preference. The company chosen for this research is Lebara Mobile, a ‘low cost and high quality’ mobile service operator, which runs their business internationally. By conducting this research, the researcher can find the impact of Promotion Mix on Customer Brand Awareness towards Lebara Mobile by resolvi ng certain questions. Research Questions Q1. ... A customer must be aware of the brand first if he intends to buy any product of the brand. Buying intention cannot be made without brand awareness. Brand awareness can build a bundle of connection about any brand in the memory of consumer. In a situation when a customer is aware of several brands that can fit his need criteria, then it is unlikely that a customer will seek further information of any unknown brand. A brand which has good awareness will be considered and therefore would be preferred by most customers than unknown brand (Rossiter & Percy, 1987). It has been found that brand awareness can increase the possibility of choosing any brand without any complementary change in attitude or opinion of customer. Higher the awareness of brand, higher will be the purchase intention of that brand in consumer’s mind and thus it can increase the sales of that brand (Sharp & Macdonald, 2003). Brand Awareness Brand awareness, familiarity and selection of brand are interrelated to each other. This connection primarily reveals the fact that a plethora of option increases brand awareness. The brand awareness plays a vital role in the selection of product. Even if a customer possesses adequate amount of knowledge about a great number of brands for a particular product or service, he may consider only few of those brands while purchasing for any particular purpose. There are several factors for choosing a particular brand. The brand knowledge helps customer to make immediate and easier perceptual recognition of a brand and facilitate purchasing. Brand familiarity develops encouraging and affective response about any brand. This affect can provide as an input to selection of brand. If a customer is familiar about any brand it can mediate