International Journal of Applied Research
Vol. 6, Issue 7, Part F (2020)
Prendre une décision marketing à partir de la sensibilité des consommateurs aux marques : Application aux usagers-consommateurs des marques de motos les plus concurrentes en Ville de Butembo en RDC
This paper starts from the need, not only to base the postulate of the study of consumers sensitivity to brands on its substitution by the notion of "degree of consumers sensitivity to brands", but above all to measure this notion as a percentage. This need allows, by the quantification of the same variable, to guide more objectively a marketing decision towards brand-based alternatives. By applying the study on three most competitive motorcycle brands in the city of Butembo (Democratic Republic of Congo), it demonstrates how, although the concept of brand is becoming today more and more essential for high consumption products, brand marketing is not a panacea. Hence the need to study beforehand the degree of brand sensitivity for each segment in order to help the marketing department to target and choose the appropriate type of marketing action, which may no longer be that based on brand; second, the need for a company to know its positioning (and therefore its likely competitive advantage) with regard to the degree of consumer sensitivity to its brand in comparison with competing brands; finally, the need to know the determinants of the degree of sensitivity to the brand of a given product (in this case the motorcycle) in order to build a brand image that meets consumers' expectations.
How to cite this article:
Jean-Baptiste Paluku Ndavaro. Prendre une décision marketing à partir de la sensibilité des consommateurs aux marques : Application aux usagers-consommateurs des marques de motos les plus concurrentes en Ville de Butembo en RDC. Int J Appl Res 2020;6(7):394-407.