...TELEVISION ADVERTISEMENT ON THE BUYING BEHAVIOR OF CONSUMERS: A CASE STUDY OF THE COCA COLA SOFT DRINKS’ MARKET IN KAMPALA. BY NAMIGADDE, JACKLINE MBA (MARKETING) (Mak) 2010/HD06/2167U A DISSERTATION SUBMITTED TO THE GRADUATE SCHOOL IN PARTIAL FULFILLMENT FOR THE AWARD OF MASTERS OF BUSINESS ADMINISTRATION OF MAKERERE UNIVERSITY SEPTEMBER 2012 ABSTRACT The purpose of this study was to establish the effect of Television Advertisement on the buying Behavior of consumers of the coca cola soft drinks. Specifically, the study, established the various forms of T.V advertisements undertaken by the company and the level of awareness among the consumers, assessed the attitudes and beliefs of soft drinks consumers towards purchase decisions and investigated the relationship between Television advertisement and buying behavior of consumers of soft drinks. A cross sectional survey was undertaken where data was collected from 107 consumers of CocaCola brands in areas around Kampala and 8 employees of Century Bottling Company Limited in Namanve. A questionnaire and interview guide were used to collect data from respondents who were selected with purposive and convenient sampling techniques for the employees of CBC and consumers of Coca Cola brands respectively. The study findings revealed that there was a positive significant relationship between all the study variables; form of T.V advertisements, communication, comprehension, attitude, belief with consumer buying behavior represented...
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...The Impact of Fast Food Advertisements on Consumers’ Buying Behavior Syafiqah Abstract Media are the most powerful tool of communication to advertise products and services of companies. Thus, types of media used are important in order to determine the effectiveness of advertisements. The aim of the present study is to examine the impact of fast food advertisements on consumers’ buying behavior. There are two main objectives of the paper which i) to examine the influence of fast food advertisements on IIUM students’ purchase decision and ii) to investigate the media preferences of IIUM students. The convenience sampling method used to collect data and 105 questionnaires distributed to IIUM students. The finding shows a positive relationship between fast food advertisements and consumers’ buying behavior. Besides, the finding reveals that, TV advertisement is the most preferable media among IIUM students. Keywords: fast food advertisements, consumers’ buying behavior The Impact of Fast Food Advertisements on Consumers’ Buying Behavior Introduction Background of the study For the past several years, the pattern of fast food consumption increasing tremendously among the young generation in Malaysia. The increase in the number of fast food outlets around Malaysia is proven as the growth of the Malaysian fast food industry. Among popular fast food restaurants in Malaysia are MC Donald’s (McD), Kentucky Fried Chicken (KFC), Subway, Pizza Hut and many more. According to Jekanowski...
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...Survey on Impact of Television Advertisements on Youth Buying Behaviour Submitted by: M.A.P.Arun kumar (10AD05) D.Mohan (10AD26) K.M.Saravana Prabu (10AD27) M.Prabu (10AD39) M.Guruprasath (10AD44) Introduction: Rapid technological development and the immersion of technology into the lives of today’s consumers have created a digital divide between generations. Most students entering our colleges and universities today are younger than the microcomputer, are more comfortable working on a keyboard than writing in a spiral notebook, and are happier reading from a computer screen than from paper in hand. It is important to note that these technologies such as cable television, the Internet, laptop computers, and mobile devices were not always readily available for previous generations. Due to these technological advancements being ever-present in our lives one may assume differences exist between those whom have grown up immersed in the technologies and those whom have not been born into this technological immersion. Today’s average college graduates have spent less than 5,000 hours of their lives reading, over 10,000 hours playing video games, and an incredible 20,000 hours viewing television within the first 20 years of their lives. These readily available technological advancements from a young age create different experiences, which lead to different brain structures than previous generations that did not have these technological advancements. Different groups of consumers...
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...preserve the health of consumers and keep good image of the corporate. The following development analyzes the responsibility of the marketers, consumers and government. That is to say that the responsibilities should be shared between these three parties. It’s clear that marketers (firms) have a greater part of responsibility than others, since they have to care about the welfare of all the stakeholders, including consumers. Marketers should work ethically and follow the corporate social responsibility. But foremost, it is important to define Corporate Social Responsibility, which is a most important concept actually in the business world. After the definition, the essay will show how marketing can drive consumers’ buying decision, demonstrate consumers’ irresponsible behavior and the government’s carelessness. Thus, what is CSR? Corporate Social Responsibility (CSR) is “a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis” (European Commission, 2006). For some researchers, this view of the corporation stands in stark contrast with the neo-classical shareholder view, asserting that a firm’s only responsibility is to do business and make a profit for the owners (Friedman, 1970). For most business ethics scholars, however, CSR is in the interest of businesses, in particular when stakeholders such as employees, consumers, Civil Society Organizations, and governments...
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...University of Halmstad School of Business and Engineering “Master of Science in International Marketing” Master’s degree level Dissertation Assessing Youth’s Buying Behaviour towards Sports Shoes (A Case Study of Nike) Dissertation in “International Marketing”, 20 Swedish credits (30 ECTS) Author: Srungaram Narsimha Vamshi Krishna Supervisor: Venilton Reinert Professor: Svante Andersson S.S.No. 810609-3035 Contents Pg No. 0 Acknowledgement Abstract 1. Introduction and background 2. Purpose of the study 3. Literature review a. Types of consumer’s buying decision behavior b. Complex buying behavior c. Dissonance d. Variety 4. The buying decision process a. Introduction of buying decision process b. The buying decision process c. Evaluation of alternative d. Purchase decision e. Post purchase behavior 5. Theoretical frame work a. Consumer involvement theory 6. Consumer behavior models a. Introduction and Intergradations of three models b. Hierarchy needs of consumer behavior model c. Consumer behavior model d. Lens model 8. Nike’s Introduction (Nike’s Case Studies) a. Financial performance b. Employees c. Contract factories d. Nike branding 9. Methodology of the Study a. Introduction b. Method c. Types of research d. Research approach e. Population and sample f. Instrument to collect the data g. Research validity and reliability 10. Analysis of the study a. Graphical analysis 3 4 4 8 8 10 10 10 11 10 10 11 11 12 12 12 12 14 14 15 16 18 19 19 20 20...
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...ads are manipulative because we want to believe we're in complete control of our choices. Advertising exists because there's a product a company wants to sell and they want people to know about it so they can buy it. This much is obvious. There are all kinds of ads, but in general they all aim to keep you from thinking and, instead, make your buying choices based on an emotional response. Basically, if you're not prepared to think—and you often are not when you're watching television or reading a magazine—you'll pretty much accept any suggestion if it is offered to you. Since you're being so passive, you may not even realize its happening. Product advertisements such as beauty products, food and clothing pay a great deal of influence in Filipino viewers, especially young people. The consumer preference id often based what they see on T.V. as portrayed by various stunning, and often times ideal, commercial models. It is noticeable that people, especially young people/students, has the tendency to be idealistic, and tends to imitate what they often see as appealing to majority. Advertisements aren't inherently bad, but many use manipulative tactics that influence in ways students don't...
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... 3 *Today’s Youth 4 Consumer Behaviour 4 Self Concept Theory 4 The ‘A B C’ Attitude model 6 Conclusion 8 References List 9 Introduction "Luxury is a necessity where necessity ends." Coco Chanel The main purpose of this research is to find out what creates a spark in the youth of today when it comes to buying luxury products. For some it may be status and recognition for the others it may be comfort and quality, it may vary from people to people due to their personality. Today’s youth is more materialistic than in previous generations. Instead of valuing themselves for who they are, they rather value themselves for what they own.(Rotherham,2008) .At whatever point you switch on the TV, or flip through the pages of magazines, you get attracted to the celebrity news and the advertisements that touch your inner feelings to feel gorgeous ,significant...
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...Definition/Explanation: consumerısm : the state of an advanced industrial society in which a lot of goods are bought and sold • disapproving when too much attention is given to buying and owning things (taken from dictionary.cambridge.org) Millenium generation : The millennials have different characteristics than any generation before them and in order to serve them better, K-12 education and colleges and universities are having to change the way they do business. The millennials have grown up in a society that is very different than any group before them. They have been plugged into technology since they were babies, are a safe generation, are the first generation for which Hispanics/Latinos will be the largest minority group instead of African Americans and have the most educated mothers of any generation before them. They are the most scheduled generation ever, are true multi-taskers, expect to have 6-8 careers in their lifetime and are attracted to diverse environments. Taken from http://www.cpcc.edu/millennial Disagreement about this issue: Thesis: although some people may disagree, consumerism has affected the millenium generation negatively by damaging their physical health,damaging their psychology and damaging their relationships. BODY 1. Argument supportıng your opinion: consumerısm affects youth negatıvely ın terms of psychologıcal dısorders such as becomıng anorexıa nervosa and bulımıa nervosa Example/Support: Deutsch, Nancy L. And Theodorou,Eleni.Aspiring...
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...Table of Contents Title Page ………………………………………………………………………………………………………………………….……………..... 1 Table of Contents ………………………………………………………………………………………………………………………………. 2 Case Analysis ……………………………………………………………………………………………………………………………………... 3 Family Life Cycle ………………………………………………………………………………………………………………….… 3 Figure 1: Consumer Development ……………………………………………………………………………………….… 4 Decision Dynamics …………………………………………………………………………………………………………………………..... 4 Children’s Perspective ……………………………………………………………………………………………………………………..... 5 Cell Phone Companies’ Perspective ………………………………………………………………………….……………..………... 6 Figure 2: Two Examples of Cell Phones Designed for Kids...….……………………………………..………... 6 Child Advocates’ Perspective …………………………………………………………………………………………………………….. 8 Parents’ Perspective………………………………………………………………………………………………………………….…….... 8 Figure 3: Survey Questions …….………………………………................................................................. 9 Recommendations …………………………………………………………………………………………………………………………... 10 Figure 4: Teen Cell Phones and Smartphones Ownership …………………………………..……………….. 11 References ……………………………………………………………………………………….………………..……..…………………….. 14 Appendix …...……………………………………………………………………………………………………………….…….…………….. 16 Case Analysis Children: The Final Frontier . . . For Cell Phones It is difficult to exist in today’s society without being influenced by the dramatic increase of the technology use and especially the use of cell phones. The cell phone market is becoming...
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...advertising outlay affect the profitability and sales. Mid-Review Submitted By: 1. Disha Hooda 2. Akshay Sharma - 168 - 145 3. Ankur Jhunjhunwala -77 4. Raunak Khetan - 199 Background and Motivation Various writers have viewed advertising from different perspectives. Advertising is a tool of marketing for communicating ideas and information about goods and services to an identified group, which employs paid space or time in the media or uses another communication vehicle to carry its message. It openly identifies the advertiser and his relationship to the sales effort (Wanoff, 1997). Advertising is a non-personal communication paid for by an identified sponsor who is relayed through various media with the aim of influencing people’s behavior towards the advertiser’s products and services at the lowest possible cost. (APCON, 2002). Frank (2005) defined advertising as the aim to persuade people to buy. Advertising is the dissemination of information concerning an idea, service or product to compel action in accordance with the intent of the advertiser. Advertising is any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor, (Alexander, 1965:9). The economic importance of advertising can’t be over emphasized. Advertising and promotions are an integral part of our social and economic system, evolving into a vital communications system that gives businesses and consumers the ability to deliver carefully prepared messages...
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...International Journal of Engineering Technology and Scientific Research Volume 1 Issue 1 (October 2013 Issue) Impact of Television Advertisements on Buying Pattern of Adolescent - A Study of Punjab Deepak Kumar1, Meenu Bansal2 1 Department of Media Studies, KC School of Management and Computer Applications KC Group of Institutions, Karyam road, Nawanshahr, Punjab 2 Department of Management Studies, KC College of Engineering and IT KC Group of Institutions, Karyam road, Nawanshahr, Punjab 1 depak.deep@gmail.com, 2m.bansal_mba@yahoo.com Abstract - TV advertisement plays an important role on consumer behavior but it is the most effective way to reach the adolescent and encourage them to buy the product. This study is aiming to study the effect of TV advertisement on buying pattern of adolescent by the effect of TV adds. The research was conducted in Nawanshahr district of Punjab. Total 5 Senior Secondary schools, each from Nawanshahr, Banga, Rahon, Garhshankar and Balachor were selected. A total of 250 questionnaires (50 in each school) were circulated among the respondents. Out of the collected questionnaires, a total of 244 questionnaires were considered fit for the analysis. Of these, 124 were male and 120 were female respondents. The result shows that TV advertisements help them in making familiar about the product and helps them in making buying decision. INTRODUCTION Advertising is the non-personal communication of the information usually paid for and persuasive...
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...| FINAL YEAR PORJECT | IMPACT OF BILLBOARD ADVERTISING ON CONSUMER BUYING BEHAVIOR: A CASE OF DESIGNER LAWN COLLECTION BILLBOARDS Student: Ayman Hina DaudpotaRegistration #: (BB-03-09-4751)Supervised by Ma’am Donia Waseem | | | | | PROJECT APPROVAL LETTER Project title: Impact of billboard advertising on consumer buying behavior: A case of designer lawn collection billboards. By: Ayman Hina Daudpota- 4751 Thesis supervisor: Ma’am Donia Waseem Academic year: 2013 The board of advance studies at PAF-KIET has approved this thesis, submitted in partial fulfillment of the requirements for the degree of Bachelors of Business Administration. Approval committee: Ma’am Donia Waseem Sir Adnan Anwar (Supervisor) (Director Academics) ACKNOWLEDGEMENTS All praises and thanks to Almighty ALLAH by whose powers and glory all good things are accomplished. He is also the most merciful and who bestowed on me the potential, ability and an opportunity to work on this project. It is a matter of great pleasure to express my cordial gratitude to my esteemed Supervisor Ma’am Donia Waseem for her wise and painstaking guidance that she has so generously given throughout this project work. I respectfully offer my thanks to my parents who devoted their lives for my disciplined training especially for their love, sincerity and mellifluous affections...
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...Right after that we find advertisement defined as: ‘A public announcement (formerly by the town-crier, now usually in newspapers, on posters, by television, etc)' It was Daniel Starch (1926), one of the early pioneers of advertising theory in the twentieth century, who back in the 1920s, reminded us that the Latin root for advertising is advertere. This roughly translates as ‘to turn towards'. L.E Boone and D. Kurtz, (1998) Advertising is a specific type of marketing that brings a product to the attention of consumers and may be delivered through a variety of media channels such as television, radio, print, billboards, personal contact and the internet. Advertising is a very effective method to convey the company's message to its target market. In olden days there was no such concept of advertising because people would only buy products. They were only concerned about the utility of the product. The scenario changed with the passage of time and the marketers started something different. They associated the products with emotions, life style, style etc. With the passage of time the market got bigger and it was difficult to have one product for all the market so the marketers divided the markets into different groups having different needs and wants. This method is known as segmentation. So the market segment I am going to discuss that's affected by advertising is the youth. 1.2 Impact on Youth J. M. McGinnis et al (2006); The term youth marketing used in the marketing...
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...Project Report on Impact of celebrity Endorsement on Consumer Buying Behavior Subject: Consumer Behavior Submitted to: Prof. Kunal Mankodi 2013 Amrut Mody School of Management 10/5/2013 Submitted By: Shivam Bhatt: A 02 Maitree Patel B 35 Krupa Raval B 44 Pramoda Tadvi B 66 Table of Contents Problem Statement: 3 Objectives: 3 Research Design: 4 Qualitative Research Analysis 5 Conclusion 11 Problem Statement: To study whether the celebrity endorsements carry any direct or indirect effect on the purchasing behaviour of the consumer. Objectives: * To identify how is celebrity endorsed advertisement perceived. * To explore customer perception towards Brand Ambassadors promoting specific product or services. * To find which type of celebrity persona is more effective. * To study the reliability of companies on brand ambassadors for enhancing the sale of their products. * To identify whether the celebrity endorsement actually leads to purchasing. Research Design: Research Design consists of the methodology and procedures used to conduct a particular research. On the basis of the data collected and objectives stated, we need to do exploratory research. Exploratory Research: Exploratory research is conducted for a problem that has not been clearly defined. Here in this project, we are trying to find the impact of the celebrity endorsement; this is the problem statement which tries to gain insights about the same. Sample...
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...influence on consumer buying behavior Zain-Ul-Abideen (Corresponding Author) Department of Management Sciences, Abbasia Campus, The Islamia University of Bahawalpur, Punjab, Pakistan. E-mail: zuabideen@gmail.com Salman Saleem Department of Business Administration, Federal Urdu University of Arts, Science & Technology, Islamabad, Pakistan. E-mail: salmankhan302@gmail.com Abstract Advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information, or services etc. This paper investigates the relationship between independent variables which are environmental response and emotional response with attitudinal and behavioral aspect of consumer buying behavior, by tapping the responses of 200 respondents using telecommunication services from Rawalpindi, Islamabad, and Lahore (cities of Pakistan). The major findings of the study demonstrate an overall normal association between the variables but in-depth analysis found that emotional response of consumer purchase behavior is the variable that results into strong association with the consumer buying behavior. It is true that people purchase those brands with which they are emotionally attached. This study reports new evidences in the field of consumer buying behavior of consumers pertaining to the local markets of these cities of Pakistan. Keywords: Environmental response, Emotional response, Consumer buying behavior. 1. Introduction Almost...
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