Short answer
Designers and marketers must prioritize building a robust brand identity and fostering positive consumer perceptions to successfully launch and market non-alcoholic alternatives, overcoming ingrained associations.
- Field
- Innovation & Markets
- Source
- Dinasti International Journal of Digital Business Management (2023)
- Method
- Quantitative research using survey data.
- Sample
- 282 participants
- Evidence
- Strong effect
A strong brand image, high awareness, and positive consumer attitudes are critical drivers for purchase intention and ultimately, the purchase decision of non-alcoholic products, even when these products are designed to overcome negative associations. This innovation & markets research insight is drawn from a 2023 study published in Dinasti International Journal of Digital Business Management. Using Quantitative research using survey data. with 282 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers must prioritize building a robust brand identity and fostering positive consumer perceptions to successfully launch and market non-alcoholic alternatives, overcoming ingrained associations.
Brand perception significantly influences purchase decisions for non-alcoholic alternatives.
A strong brand image, high awareness, and positive consumer attitudes are critical drivers for purchase intention and ultimately, the purchase decision of non-alcoholic products, even when these products are designed to overcome negative associations.
Dinasti International Journal of Digital Business Management · 2023
Key Findings
- 01Brand image, brand awareness, and consumer attitudes positively influence purchase intention.
- 02Brand image, brand awareness, consumer attitude, and purchase intention all positively influence purchase decisions.
- 03Purchase intention acts as a significant mediator between brand perception (image, awareness, attitude) and purchase decisions.
Application
Design takeaway
Designers and marketers must prioritize building a robust brand identity and fostering positive consumer perceptions to successfully launch and market non-alcoholic alternatives, overcoming ingrained associations.
How to apply
When developing marketing strategies for new products, especially those aiming to replace or offer an alternative to established, potentially negatively perceived categories, focus heavily on shaping brand image, increasing awareness, and cultivating positive consumer attitudes. Measure purchase intention as a key performance indicator.
Project actions
- 01When researching a new product, consider how existing perceptions of similar products might affect your target audience's view of your design.
- 02Think about how branding elements (logo, packaging, messaging) can be used to create a positive association and overcome potential negative stereotypes.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Investigated the mediating role of purchase intention, providing a more nuanced understanding of the decision-making process.
- +Utilized a substantial sample size for statistical analysis.
Limitations
The findings are specific to the Indonesian market and non-alcoholic beer; results may differ in other cultural contexts or for different product types. The sample was not randomly selected, which could affect how well the results represent the broader population.
Reliability & validity
The study's reliability would depend on the consistency of the survey instrument and the statistical methods used. Validity could be enhanced by ensuring the survey accurately measures the intended constructs (brand image, awareness, attitude, intention, decision) and by considering potential confounding variables.
Think critically
How might the 'tasyabbuh' (similarity to forbidden products) rule in Indonesia specifically impact the effectiveness of brand image and awareness strategies for non-alcoholic alternatives compared to markets without such religious considerations?
Design Principles
"Brand perception is a critical determinant of consumer choice, especially when introducing products that challenge existing norms or associations."
This research highlights the power of branding in navigating complex consumer perceptions, particularly in markets with cultural or religious sensitivities. Designers and marketers must consider how to build and reinforce positive brand attributes to overcome pre-existing negative associations and successfully introduce new product categories.
What This Means for Your Design
If you want people to buy a new drink that's like an alcoholic one but isn't, you need to make sure they have a good feeling about the brand, know about it, and think positively about it. This will make them more likely to want to buy it, and then actually buy it.
How to use in your project
- 1.Reference this study when discussing the importance of brand image and consumer attitude in your design proposal or evaluation, particularly if your project involves a product that aims to change perceptions or offer an alternative.
Add to My Project
Quick Cite
Paragraph starter
This research indicates that a strong brand image, high brand awareness, and positive consumer attitudes are fundamental drivers of purchase intention and subsequent purchasing decisions for non-alcoholic beverages. The study highlights that purchase intention acts as a crucial mediating variable, underscoring the need for design projects targeting consumer markets to prioritize brand development and perception management to overcome potential negative associations and drive product adoption.
Source
Dinasti International Journal of Digital Business Management
The Influence of Brand Image, Brand Awareness and Consumer Attitude on the Purchase Decision of Non-Alcoholic Beers With Purchase Interest as a Mediator Variable
journal · 2023
View sourceQuestions About This Research
- What does the research say about brand perception significantly influences purchase decisions for non-alcoholic alternatives?
- Designers and marketers must prioritize building a robust brand identity and fostering positive consumer perceptions to successfully launch and market non-alcoholic alternatives, overcoming ingrained associations. Evidence: Dinasti International Journal of Digital Business Management (2023).
- Why does "Brand perception significantly influences purchase decisions for non-alcoholic alternatives." matter for design?
- This research highlights the power of branding in navigating complex consumer perceptions, particularly in markets with cultural or religious sensitivities. Designers and marketers must consider how to build and reinforce positive brand attributes to overcome pre-existing negative associations and successfully introduce new product categories.
- How can designers apply this research?
- Designers and marketers must prioritize building a robust brand identity and fostering positive consumer perceptions to successfully launch and market non-alcoholic alternatives, overcoming ingrained associations.
- What were the main findings?
- Brand image, brand awareness, and consumer attitudes positively influence purchase intention.. Brand image, brand awareness, consumer attitude, and purchase intention all positively influence purchase decisions.. Purchase intention acts as a significant mediator between brand perception (image, awareness, attitude) and purchase decisions.
- What research method was used?
- Quantitative research using survey data. with 282 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from Dinasti International Journal of Digital Business Management.
- What should I do differently in my next project?
- When developing marketing strategies for new products, especially those aiming to replace or offer an alternative to established, potentially negatively perceived categories, focus heavily on shaping brand image, increasing awareness, and cultivating positive consumer attitudes. Measure purchase intention as a key performance indicator.
- What are the limitations?
- The study was conducted in a specific cultural context (Indonesia) and focused on a particular product category (non-alcoholic beer), which may limit generalizability to other markets or product types. The use of non-probability sampling might also introduce bias.