Short answer
Prioritize building a strong, positive emotional connection and favorable attitude towards the brand, as this is likely to have a more significant impact on consumer purchasing decisions than solely focusing on product features or benefits.
- Field
- Innovation & Markets
- Source
- American Research Journal of Humanities and Social Sciences (2017)
- Method
- Quantitative research using surveys and statistical analysis.
- Sample
- Not specified, but described as 'accidental sampling'.
- Evidence
- Moderate effect
While brand image plays a role, a mere 7% of purchasing decisions for Amidis mineral water were directly attributable to it, with consumer attitudes towards the brand being the most influential component. This innovation & markets research insight is drawn from a 2017 study published in American Research Journal of Humanities and Social Sciences. Using Quantitative research using surveys and statistical analysis. with Not specified, but described as 'accidental sampling'., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize building a strong, positive emotional connection and favorable attitude towards the brand, as this is likely to have a more significant impact on consumer purchasing decisions than solely focusing on product features or benefits.
Brand attitude is the strongest driver of purchasing decisions for mineral water, outweighing attributes and benefits.
While brand image plays a role, a mere 7% of purchasing decisions for Amidis mineral water were directly attributable to it, with consumer attitudes towards the brand being the most influential component.
American Research Journal of Humanities and Social Sciences · 2017
Key Findings
- 01Attitude is the most impactful component of brand image on purchasing decisions.
- 02Brand image, in its entirety, accounts for only 7% of the influence on purchasing decisions for Amidis mineral water.
- 03Other variables, not specified in the abstract, have a greater influence on purchasing decisions than brand image.
Application
Design takeaway
Prioritize building a strong, positive emotional connection and favorable attitude towards the brand, as this is likely to have a more significant impact on consumer purchasing decisions than solely focusing on product features or benefits.
How to apply
When developing branding strategies for consumer products, conduct research to understand the relative importance of brand attributes, benefits, and attitudes, and invest in campaigns that foster positive consumer sentiment.
Project actions
- 01When researching brand impact, consider measuring both objective product features and subjective consumer feelings.
- 02Be prepared to explore multiple factors influencing a decision, not just the one you are initially investigating.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Identifies a specific component of brand image (attitude) as a key driver.
- +Quantifies the overall impact of brand image on purchasing decisions.
Limitations
The study did not identify the other significant factors influencing purchasing decisions, making it difficult to create a comprehensive strategy.
Reliability & validity
The use of SPSS suggests a systematic approach to data analysis, potentially enhancing reliability. However, the reliance on accidental sampling and the lack of detail on questionnaire design might affect validity.
Think critically
Given that brand image only explained 7% of purchasing decisions, what other factors might be more dominant in the consumer's decision-making process for mineral water, and how could a design project investigate these?
Design Principles
"Cultivate brand affinity through emotional resonance and positive sentiment to enhance purchasing intent."
This research highlights that for products like mineral water, a positive consumer attitude, often shaped by emotional connections and perceived values beyond tangible attributes, is more critical for driving purchase decisions than the product's features or benefits alone. Designers and marketers should focus on cultivating strong emotional resonance and positive sentiment to influence consumer choice.
What This Means for Your Design
For Amidis mineral water, how people feel about the brand (attitude) matters more than what the water is like (attributes/benefits) when they decide to buy it. But even then, the brand's image only explains a small part of why people buy it – other things are more important.
How to use in your project
- 1.Use this study to support the hypothesis that consumer attitude is a key driver in purchasing decisions, especially in competitive markets.
- 2.Cite this research when discussing the limitations of focusing solely on product features and the importance of emotional branding.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that within brand image, consumer attitudes play a more significant role in purchasing decisions than product attributes or benefits, as demonstrated in the case of Amidis mineral water where attitude was the strongest influencer. However, it's important to note that brand image as a whole accounted for a limited percentage of purchasing decisions, suggesting that other external factors significantly impact consumer choice.
Source
American Research Journal of Humanities and Social Sciences
Impact of Brand Image on Purchasing Decision on Mineral Water Product “Amidis” (Case Study on Bintang Trading Company)
journal · 2017
View sourceQuestions About This Research
- What does the research say about brand attitude is the strongest driver of purchasing decisions for mineral water, outweighing attributes and benefits?
- Prioritize building a strong, positive emotional connection and favorable attitude towards the brand, as this is likely to have a more significant impact on consumer purchasing decisions than solely focusing on product features or benefits. Evidence: American Research Journal of Humanities and Social Sciences (2017).
- Why does "Brand attitude is the strongest driver of purchasing decisions for mineral water, outweighing attributes and benefits." matter for design?
- This research highlights that for products like mineral water, a positive consumer attitude, often shaped by emotional connections and perceived values beyond tangible attributes, is more critical for driving purchase decisions than the product's features or benefits alone. Designers and marketers should focus on cultivating strong emotional resonance and positive sentiment to influence consumer choice.
- How can designers apply this research?
- Prioritize building a strong, positive emotional connection and favorable attitude towards the brand, as this is likely to have a more significant impact on consumer purchasing decisions than solely focusing on product features or benefits.
- What were the main findings?
- Attitude is the most impactful component of brand image on purchasing decisions.. Brand image, in its entirety, accounts for only 7% of the influence on purchasing decisions for Amidis mineral water.. Other variables, not specified in the abstract, have a greater influence on purchasing decisions than brand image.
- What research method was used?
- Quantitative research using surveys and statistical analysis. with Not specified, but described as 'accidental sampling'..
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2017 journal from American Research Journal of Humanities and Social Sciences.
- What should I do differently in my next project?
- When developing branding strategies for consumer products, conduct research to understand the relative importance of brand attributes, benefits, and attitudes, and invest in campaigns that foster positive consumer sentiment.
- What are the limitations?
- The study's reliance on accidental sampling may limit the generalizability of findings. The specific 'other variables' influencing purchasing decisions were not identified, leaving a gap in understanding the complete decision-making process.