Important Topics: Define Literature View

Important topics:
 Define literature view

 Introduction
 This literature analysis will take into account chosen theoretical
interpretations in relation to the investigative derivations about the impact of
lifestyle branding and influencer marketing on consumer buying behavior.
 The chosen theories for the purpose are Theory of planned behavior and
stimulus-organism-response model in Consumer Buying Behavior because
this literature study intends to present a thorough grasp of the widespread
influencer marketing and lifestyle branding on consumer purchase decisions.
 Theory
 In order to predict human behavior Icek Ajzen, in 1991, developed a theory
known as "The Theory of Planned Behavior (TPB)" (Ajzen, 1991). Theory of
planned behavior is the extension of the Theory of Reasoned Action.
According to Assael (2004, p. 226), Theory of Reasoned Action and Theory
of Planned Behavior are the models used to explain and link the
relationship between social influence, attitude, beliefs, purchase intention,
and consumer behavior regarding specific objects in marketing – TRA
(Schiffman & Kanuk, 2010).
Define Influencer Marketing:

Influencer marketing, at its core, is a form of social media
promotion that relies on recommendations and mentions of
products from influencers—people who have a sizable social
following and are recognized as authorities in their field. The great
level of trust that social influencers have established with their
followers makes influencer marketing effective, and
recommendations from them provide potential customers with
social evidence of your company.
 Define LIFESTYLE BRANDING:

Lifestyle branding facilitates the purchase process for the customer;
Products that fit a customer's lifestyle are purchased. Customers'
preferences for goods and services are largely influenced by their
lifestyle. Lifestyle has been shown to be very useful or valuable in
predicting customers' needs and serving as a solid foundation for
product or service customer segmentation in previous studies.
Additionally, lifestyle branding analysis provides a mechanism for
developing positioning strategies for products or services and
enables customers to achieve their desired lifestyles through the use
of those products or services. (Fournier and others, 1992) (Michman
& Mazze, 2009)
 Define brand image

The customer's view of your brand as a result of their interactions is
known as brand image. It can change over time and isn't dependent
on customers buying from you or using your services. It's crucial to
put in a lot of effort to uphold a consistent brand image because
consumers may have varying impressions of your company. (2006,
Blake Mycoskie)
 Define consumer behavior & price
of product and services
Consumer buying behavior is one of the crucial marketing tools. Kotler
and Keller (2011) argued that "consumer purchasing behavior is the
study of the process of purchasing and discarding of goods, acquiring of
services, generating ideas or experiences by individuals i.e., consumers
so that they can fulfill their basic needs and desires".
Pricing is the process of determining the value that a manufacturer
will admit in exchange for their goods and services. The patron uses a
pricing strategy to make the cost of its products suitable for both the
manufacturer and the consumer. Pricing is determined by the
company's average prices as well as the buyer's estimation of an item's
value in relation to that of challengers' goods. (BYJU ’S 2009)
Define measurement of variable

The online questionnaire is formulated through which both
independent and dependent variables will be measured. The
questionnaire is based on two sections, Section one is open ended to
collect basic demographic data of the respondent while second section
is close-ended research-based section which is further divided into four
parts: Influencer marketing, lifestyle branding, brand image and
consumer behavior.
 Define psychological, social &
economical factor
PSYCHOLOGICAL FACTORS
A key factor in determining customer behavior is human psychology. Despite being challenging to
quantify, these elements have the potential to affect a buyer's choice. Several significant psychological
factors include:
Motivation: The internal urge we have to obtain what we need is called motivation. Every individual has
unique needs, including those related to physiology, security, social interaction, esteem, and self-
actualization. Nature places the highest priority on basic necessities like food, drink, and sleep while
placing the lowest priority on other needs.
SOCIAL FACTOR:
One of the most significant factors that influence customer purchasing behavior is
the social component. The group, social network, online social network, and
family of a person are all included in the social factor. Word-of-mouth marketing
is another social component that affects customer purchasing decisions.
ECONOMIC FACTOR:
Consumer preferences and decisions are heavily influenced by the economic
conditions of the market or country. The market's money supply and consumers'
purchasing power will increase in proportion to how affluent and stable a
country's economy is (Rangaiah, 2021). A consumer's financial situation affects
their decision to buy and their preference for a certain brand or product. The
corporations are able to research consumer spending and saving patterns.
Define customer satisfaction:
Customer satisfaction represents the measurement of fulfillment of customers'
expectations by products, services, and consumer experience offered by business.
It represents the organization's health that how efficiently product and service is
fulfilling the customers need. (Alaina Franklin, Customer Success, 2021)
Customer satisfaction is crucial because it shows whether your target audience
approves of what you're doing. According to research, excellent customer
satisfaction increases customer retention, increases customer lifetime value, and
boosts business reputation.
Low customer satisfaction ratings are also significant. They can highlight client
annoyances and offer data-supported view on how to enhance your offering in
terms of both services and overall customer satisfaction.

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Important topics:

 Define literature view

Define Influencer Marketing:

 Define LIFESTYLE BRANDING:

 Define brand image

Define measurement of variable

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