Unit 4 Business Environment - Investigate the behaviour of organisations and the market environment
Customer perceptions and actions
Who does make the best baked beans?
British Airways Connect Embrarer 145 at Bristol Airport
Why are customer perceptions a major external influence on organisations?
Branding
- brand awareness
- euro branding
- customer loyalty
- barriers
- customer perceptions
Hmmm Tasty...
- Who makes the best baked beans?
- Who makes the best tasting cola?
- Which is the best band?
- Best quality music format?
What is Quality?
Quality is largely subjective - it is in the eye of the beholder.
Quality requires care on the part of the provider.
Brand & Awareness
This is the way that a distinctive identity is created for a product or a range of products, so that promotion leaves an identifiable presence in the marketplace.
- BT
- McDonalds
- Coca Cola
- Virgin
- Apple
- Intel
Euro Branding
Many companies are now not just creating brand awareness within a national context, but are also promoting brands on a continental or even global basis.
Customer Loyalty
Companies using brands will attempt to retain existing customers, as well as attracting new customers because of the brand.
Barriers
- ignorance
- apathy
- choice
- availability
- "peer pressure"
- existing stuff
- cost
Gateways
- exclusivity
- new
- exciting
- "digital"
- better
- "peer pressure"
- cost
Example
Regional airports cleared for take-off
Their Ryanair flight to Shannon is not due to leave for a couple of hours yet but a handful of passengers have arrived early to check in at Bournemouth Airport.
There are a growing band of people using smaller airports to travel from the UK to destinations in Europe and further afield.
Passenger traffic through regional airports is growing twice as fast as that through the five main airports in the London area.
