Conclusion 55 5.1 Introductions 55 5.2 Summary of the study with emphasis on key findings: 56 5.3 Implication of findings: 56 5.4 Direction for further research references and bibliography appendices 59 Appendix 63 1. Introduction 1.1 Background of the study: Brand is a unique characteristic of a product which no other product of a different organization cannot copy or produce. It can be a symbol, name, term, design, colour or other features. Brand is an extra value which customer ready to pay while purchasing a famous company’s product. Advertising is a part of marketing communication. Advertising is used to manipulate, encourage and persuade viewers which can be a specific group also, towards some action. Mostly the desired action is drive consumer behaviour towards some commercial products or services, sometimes ideological or political advertisement also done. Industries often use advertisement to increase the consumption rate of their products and services by consumer. This became very easy by branding. For example when customer thinks about a smart phone the first company name come to their mind is Apple. That is because of branding. Advertising can be mostly two types they are ATL and BTL. ATL (Above the line) is mainly the hoarding, banner types of OOH (out of home) advertising including the audio, visual advertisement in television or radio. Advertisement in print media is also another type of ATL. BTL (Below the line) advertisement are those when a company directly involving its sales force or chain members into advertisements of the product may be along with sales like giving more incentives to the sales representatives increasing commission according to the sale by salesman (Doraszelski and Markovich, 2007). . Consumer behaviour is the reflection of consumer attitude or reaction towards some products or advertisements or the organizations. Consumer behaviour can be different according to some factors like geographic, psychographic, demographic etc. Geographic consumer behaviours vary according to the geographic location of the consumer. Like people who lives on mountains or high hills their food habits or clothing’s is different from the people who lives near sea or ocean in some extend. People who live in cold climates their living standard and people who live in tropical zones their living standards are totally different. Demographic consumer behaviour varies according to the some criteria’s like age, sex, education, income, marital status, no. of children etc. to a certain product different age group people react differently. Kids are attracted to colourful and sweet products, teenagers and young people are attracted to cool and fashion trend products and matured people attracted to products which give them long term services and also bring extra value like brand. According to the sexual differences choice of the product varies. Girls like the colour pink but most boys like blue. According to different educational background interest of the people varies. Like people who are from technical background they are generally tech-savvy. So when a new technology comes to the market they get attracted to it. People who comes from arts and literature background they a
Marketing impact of advertising and branding on consumer buying behaviour for automobiles industries in India Contents 1. Introduction 4 1.1 Background of the study: 4 1.2 Aims and objectives or hypothesis: 8 1.3 Rationale of the study: 8 1.4 Limitation of the study: 9 1.5Plan of dissertation project conclusion: 9 2 Literature review 9 2.1 Introduction 9 2.2 Review theoretical literature 18 2.3 Review empirical literature 25 2.4 Conclusion 28 3…
Predicting consumer buying behaviour becomes important as it allows the online companies to make important future decisions. Therefore, some questions really get important like what are the factors which influence the consumer buying behaviour over the internet?
This paper deals with the objective to analysis how emotions affect the behaviour of the consumers. The role of emotions in processing the information has been acknowledged and it has been found out that in order to understand the value that product and services have for the consumers it is necessary to understand emotions and the reasons behind it.
This paper will investigate other factors, such as European legislation, that influences the appearance of road vehicles. In addition, it will discuss how and why the appearance of modern cars changed in recent years through the use of texts, pictures, graphs, equations and diagrams.
Currently, the world has experienced the high level of companies’ diversification as multinationals try to spread production risks to different parts of the world. According to Talloo (2007), this is due to increasing rate of globalization which has led to opening up of boundaries and liberalization of the global markets.
Therefore, the vendors are looking for new ways to develop effectives advertising and branding strategies that may positively influence consumer purchasing decisions. A combination of advertising and branding is required because a brand name explicitly convey the product features and results in a higher recall of advertised feature (Keller, Heckler & Houston, 1998).
With this concern, the paper focussed on the laptop market of Leeds in the UK. Research Methodology: The research process was based on a qualitative approach considering the fact that most of the concepts related with brand loyalty and advertising are observed to be qualitative in nature.
This in turn is affecting the tobacco industry to great extent due to the rise of consumer awareness towards the program.Smoking habit of the people especially in Asian countries are rising at a very fast pace due to negligence of the authority and governments action for allowing smoking at public places and socially accepting the act.
Behaviour 19 2.5.Empirical Evidence of Changing Consumer Behaviour - Flatters & Willmott (2009) 26 2.6.Empirical Findings from Regional Surveys 27 2.7.Impact of Financial Crisis on Consumers Residing in the United Kingdom 29 2.8.Literature Gap 30 2.9.Chapter Summary 31 Chapter 3 - Research Methodology 32 3.1.Introduction 32 3.2.Research Method Used in the Study 32 3.3.Data Collection 35 3.3.1.Survey Design 35 3.3.2.Sampling of Survey Respondents 37 3.3.3.Interview Design 37 3.3.4.Sampling of Interviewees 38 3.4.Data Analysis 38 3.5.Ethical Considerations 39 3.6.Limitations of the Study 39 3.7.Chapter Summary 40 Chapter 4: Data Collection and Findings 41 4.1.Introduction 41 4.2.Findings from
As far as economic literature is concerned, advertising is either informative or persuasive. Informative advertising simply describes the features of the product, and is extremely valuable in providing consumers with sufficient information enabling them to create or formulate informed choices and prudent decisions with regards to the goods and services they demand.
What is consumer behavior? It entails the psychological processes that consumers go through in the recognition of their needs, in finding ways of meeting these needs, when making purchasing decisions Wayne, D (2008). In other words, consumer behavior can be described as the study of “why people buy”.
2 pages (500 words)Dissertation
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