...……9 6.6. Data Analysis………………………………………………9 7. Logistical and ethical consideration……………………9 8. Proposed Outcomes……………………………………...10 9. Planned timetable for completing dissertation……….....10 10. References ……………………………………………….11 11. Appendix…………………………………………………12 1. Title: Advertisement and its impacts on consumer buying behaviour; In case of Dominos Pizza Company. 2. Introductions: Advertisement plays a vital role in the business of any organisation. This is simply the medium of communication and delivering paid message from an organisation to customers regarding their products. Also, it is the strategy of a company for the promotion of product by gaining the attention of consumers towards itself and sometimes recalling the product in customer’s mind. Today, most of the products come with the advertisement and many of them come with the celebrity endorsement which acts as a credible means of spending money for consumers. Advertisement makes such kinds of perception in the consumer’s mind that, sometimes having that product becomes their social status. People want to have right choice of their products when they are using or buying. Studying the behaviour of consumers, if a consumer observes messages...
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...To Study the Impact of Advertisement on the Brand Preference towards Aerated Drinks ( In Jalandhar City ) Submitted to Lovely Professional University In partial fulfilment of the requirements for the award of degree of MASTER OF BUSINESS ADMINISTRATION Submitted By Group 22 Supervisor Manish Rajput Lecturer LSM Name Mr. Brajdeep Mr. Sayeem Rafiq Mr.Manveer Roll No 40 42 45 Regd. No 10805062 10807184 10804985 DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA (2010) 1 DECLARATION We, "Brajdeep, Sayeem and Manveer”, hereby declare that the work presented herein is genuine work done originally by us and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section. Brajdeep (10805062) Sayeem Rafiq (10807184) _______________________ _______________________ Manveer (10804985) _______________________ Date: 03/4/2010 2 TO WHOMSOEVER IT MAY CONCERN This is to certify that the project report titled “Impact Of Advertisement on the Brand Preferences towards Aerated Drinks in Jalandar City carried out by Mr.Brajdeep Singh S/O Shri Jagdev Singh has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment...
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...THE IMPACT OF ADVERTISING ON CONSUMER PURCHASE DECISION. (A study of GIJ students) E. K. BONNEY 2014 TABLE OF CONTENT TABLE OF CONTENT ........................................................................................................................... i LIST OF TABLES, PLATES AND FIGURE ....................................................................................... iii ABBREVIATIONS ............................................................................................................................... iv ACKNOWLEDGEMENTS AND DEDICATION ................................................................................. v ABSTRACT........................................................................................................................................... vi CHAPTER ONE ..................................................................................................................................... 1 1. INTRODUCTION .......................................................................................................................... 1 1.1. BACKGROUND STATEMENT ............................................................................................ 1 1.2. PROBLEM STATEMENT ..................................................................................................... 9 1.3. RESEARCH OBJECTIVES / AIMS .................................................................................... 10 1...
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...World Journal of Entrepreneurship, Management and Sustainable Development Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius Thanika Devi Juwaheer Sharmila Pudaruth Marie Monique Emmanuelle Noyaux Article information: Downloaded by UNIVERSITI TEKNOLOGI MALAYSIA At 10:18 08 October 2014 (PT) To cite this document: Thanika Devi Juwaheer Sharmila Pudaruth Marie Monique Emmanuelle Noyaux, (2012),"Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius", World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 8 Iss 1 pp. 36 - 59 Permanent link to this document: http://dx.doi.org/10.1108/20425961211221615 Downloaded on: 08 October 2014, At: 10:18 (PT) References: this document contains references to 124 other documents. To copy this document: permissions@emeraldinsight.com The fulltext of this document has been downloaded 4276 times since 2012* Users who downloaded this article also downloaded: Elham Rahbar, Nabsiah Abdul Wahid, (2011),"Investigation of green marketing tools' effect on consumers' purchase behavior", Business Strategy Series, Vol. 12 Iss 2 pp. 73-83 Kaman Lee, (2008),"Opportunities for green marketing: young consumers", Marketing Intelligence & Planning, Vol. 26 Iss 6 pp. 573-586 Charles Dennis, Lisa Harris, Ken Peattie, Andrew Crane, (2005),"Green marketing: legend, myth, farce or prophesy?", Qualitative Market Research: An International Journal...
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...affect the consumers buying behavior. Some of these are internal and others because of external influences. A few of these internal and external factors influencing the consumer’s buying behavior while deciding to buy a You C-1000 Vitamin C. Decision making is a process dependent on many factors which vary from person to person and also from region to region. Consumers are living in a society which follows its own culture and values. Personal preferences again change with age, lifestyle, income, and psychological factors. Internal aspect 1. Perception Perception is how a consumer processes information consciously or subconsciously. The perception about the brand and also about him has an influence on the buying decision. When consumer see You C-1000 advertisement, they can get the information, that product is for better life and healthy body. Brand of You C-1000 vitamin also can influence the decision making of costumer, the brand means, there are many vitamin c in that drink. Also the slogan “Healthy Inside, Fresh Outside” 2. A consumer’s knowledge and experiences A consumer’s knowledge and experiences have an impact on the decision making process to You C1000 vitamin. An educated person is aware of benefit available in the drink and chooses the brand and model in accordance with his needs. Various previous information obtained by a person who will influence subsequent behavior. They would select the real product that the made in advertisement. 3...
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...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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...has a great effect on the behaviour of consumers. Basically, the function of advertisements is to make consumers want the products and services advertised. They tell consumers what to eat, how to dress, where to travel, where to shop, how to look, how to feel better, and in other respects as well. In trying to change consumer behaviour, all advertisements aim to increase the volume of sales of their respective products and services. Since they affect consumer behaviour profoundly, consumers who are not careful will be tempted to buy and try out products which come with all sorts of claims. How advertisements influence consumers? Some advertisements are useful, for example, those that tell consumers about new goods and services or those that provide useful information about the things advertised. The main purpose of advertisements however, is to sell to consumers. While advertisements can be helpful, they can also be misleading and confusing. Certain advertisements mislead by not tell consumers much about the product or service. In a few cases, advertisements are deceptive. Others try and make the consumer buy things they do not really need or want. Many advertisements play with your feelings, rather than give useful factual information. For example, advertisements try to convince women that products and services can enhance their looks and make them slim and beautiful, in addition to making them fair and youthful. False and misleading advertisements According...
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...in explaining consumer behaviour. Consumer behaviour is the process, in which focuses on the way how individuals or groups make decisions in order to satisfy their needs and desires, included search, purchase, evaluate and disposal of products or services (Solomon, 2011). Moreover, operant learning (or instrumental learning) is presented by Skinner (1953), based on Thorndlike’s law of effect which emphasises that a pleasant outcome tends to encourage the repetitive responses in that similar situation again and vice versa. Whereas the involuntary and simple responses are elicited in classical conditioning, Skinner’s theory is useful to explain complex and conscious consumer behaviours because of consequences happening after the behaviour. Therefore, this paper is going to examine the role of operant learning in the produce of purchasing behaviour in case of contingences reinforcement. The role of positive reinforcement in operant learning can clarify the habitual purchasing consumer behaviour. As acknowledged, operant behaviour is influenced by the outcome of the behaviour itself. It is indicated that satisfaction is formed as hedonic reinforcement as a result of utilitarian consequence of buying and consuming economic goods (DiClemente and Hantula, 2003; Foxall). It means that consumers learn from the previous involvement with the product which creates the satisfaction. Thus, customers tend to perceive the feeling of contentment by the past purchase behaviour is a positive reinforcer...
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...effectiveness Justin Beneke School of Management Studies, University of Cape Town, South Africa E-mail: Justin.Beneke@uct.ac.za Abstract: This research aims to establish how attitudes towards mobile advertising ultimately influences purchase intention. A conceptual model was developed, linking the constructs attitudes, attention, involvement and purchase intention in the context of mobile advertising. The model was tested with a sample of 250 young adults using Partial Least Squares (PLS) analysis. Findings indicated that a positive relationship exists between a consumer’s attitude towards mobile advertising and his or her purchase intention. However, this relationship was found to be partially mediated by the attention that a consumer pays to the mobile advertisement, as well as his or her involvement in it. Keywords: mobile advertising; attitude; attention; involvement; purchase intention; e-finance; South Africa. Reference to this paper should be made as follows: Beneke, J. (2011) ‘Towards a conceptual model: a path analysis of fundamental relationships affecting mobile advertising effectiveness’, Int. J. Electronic Finance, Vol. 5, No. 1, pp.15–31. Biographical notes: Justin Beneke is a Lecturer in the Marketing Section of the School of Management Studies at the University of Cape Town (UCT). His fields of interest include retailing management, electronic marketing, customer relationship management and marketing in higher education. He holds a Master’s Degree in Business Science from...
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...CONSUMER BEHAVOR BPMM3013 TABLE OF CONTENT PART A 1.0 INTRODUCTION ....................................................................................................2 1.1 What is the company? 1.2 Products and Brands 1.3 Targeted Consumers 1.4 Reasons of Choosing The Product PART B 2.0 CONSUMER PSYCHOLOGY FACTOR .............................................................5 2.1 Consumer Individual Factor 2.2 Motivation and Goals 2.3 Brand Personality 2.4 Consumer Imaginery PART C 3.0 MESSAGE APPEALS ...........................................................................................17 PART D : SUGGESTIONS ……………………………………………………………………20 PART E : CONCLUSION …………………………………………………………………….21 1 1 CONSUMER BEHAVOR BPMM3013 1.0 INTRODUCTION 5 Gums is a brand of sugar-free chewing gum that is manufactured by the Wrigley Company. The name "5" hints at the five human senses with the ad slogan "Stimulate Your Senses" and "Everybody Experiences it Differently”. 5 gum was introduced to United States markets in March 2007, in Canada in January 2008, in Russia, Europe and Australia in 2009, in China, India, Italy, Israel, Thailand, and Malaysia in 2010 . As what had been mentioned earlier, 5 Gums is a chewing gum brand which was established in Malaysia since 2010. The sophisticated element carried by the company had made many Malaysian really eager on what is exactly 5 Gums is all about plus the pro and con. 1.1 What is the company? Wrigley Company...
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...Executive summary Advertisement campaign in relation to neoclassical theory of consumer, understanding what consumer behavior in terms of their wants and needs, not forgetting their personality, attitude, perception, is not only important to marketers whose main goal is to make profit but also to the government and its various regulatory agencies and the whole society. Such a theory is usually based on a consumer image as one of the highest rational decision maker that widely seeks to maximize customer satisfaction by way of providing an informed and reasoned analysis of utility and value. The consumer behavior is known to create strong assumptions which are based on both computational and informational bases of consumer theory. Contents 1.0 Description of the advertisement 3 2.0 Market Group 4 3.0 Problem recognition 5 4.0 Neoclassical consumer theory 6 5.0 Application of neoclassical theory of consumer 8 6.0 Conclusion 9 7.0 Work cited 10 Consumer Behavior 1.0 Description of the advertisement The advertising campaign is for an airline company QANTAS that has its base in Australia. It has a picture of a young girl having fun while watching a movie using the toy movie machine. The airline is targeting plane travelers by promising to offer the best flight entertainment. This according to the airline will be able to have them enjoy their journey through entertainment and not be able to realize how long the journey is. The airline...
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...TABLE OF CONTENT PART A 1.0 INTRODUCTION2 1.1 What is the company? 1.2 Products and Brands 1.3 Targeted Consumers 1.4 Reasons of Choosing The Product PART B 2.0 CONSUMER PSYCHOLOGY FACTOR5 2.1 Consumer Individual Factor 2.2 Motivation and Goals 2.3 Brand Personality 2.4 Consumer Imaginery PART C 3.0 MESSAGE APPEALS17 PART D : SUGGESTIONS ……………………………………………………………………20 PART E : CONCLUSION …………………………………………………………………….21 1.0 INTRODUCTION 5 Gums is a brand of sugar-free chewing gum that is manufactured by the Wrigley Company. The name "5" hints at the five human senses with the ad slogan "Stimulate Your Senses" and "Everybody Experiences it Differently”. 5 gum was introduced to United States markets in March 2007, in Canada in January 2008, in Russia, Europe and Australia in 2009, in China, India, Italy, Israel, Thailand, and Malaysia in 2010 . As what had been mentioned earlier, 5 Gums is a chewing gum brand which was established in Malaysia since 2010. The sophisticated element carried by the company had made many Malaysian really eager on what is exactly 5 Gums is all about plus the pro and con. 1.1 What is the company? Wrigley Company is the one which is responsible in creating this 5 Gums all over the world and was established by William Wrigley Jr. Wrigley is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies, and lollipops. With operations in approximately 50...
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...Marketing Management – I Post Purchase behaviour of consumers of products of value below Rs. 5 Sunsilk Shampoo sachet 1 Contents Contents .................................................................................................................................................. 2 Objectives of the Study............................................................................................................................ 3 Introduction ............................................................................................................................................ 4 Skin and Body care in Indian FMCG Industry ...................................................................................... 4 Sunsilk Shampoo ................................................................................................................................. 4 Research Methodology ........................................................................................................................... 6 Target Areas / Locations ..................................................................................................................... 6 Some of the Key findings of the Interviews ............................................................................................ 7 Key Findings and Interpretations of Observed Data ............................................................................. 13 Areas of Improvement .................................
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...How does celebrity endorsements influence consumer behavior in fast fashion industry? 1. Introduction The fashion industry has come a long way over the past two decades. In the early years, big players such as Marks & Spencer offered a relatively straightforward fashion retail choice. However, with the lower cost of starting a retail outlet, the market has become more crowded since then. So called fast fashion retailers, are by no means the only one who succeeded and grew over the past years. Overall, the fast fashion retailers experienced a greater growth compared to the fashion industry as a whole (Cachon and Swinney, 2011). Such retailers are now ubiquitous and spotting a person on the streets who does not wear at least one fast fashion clothing item is rare. The key point to success lies in their business model; making the trends available to everyone. The rapid global changes have restructured the way fashion retailers do business. In today’s competitive market, using celebrity endorser to promote brands on television is a fairly common practice (Erdogan et al. 2001). Celebrity endorsements is believed to help consumers remember the message of the advertisement and the brand name the celebrity is endorsing. This creates the personality of a brand because when a celebrity is paired with a brand, this image helps shape the image of that brand in the minds of consumers (Argrawal & Kamakura, 1995). Celebrity endorsement is a new strategy in brand selling...
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... Table of Contents List of tables Acknowledgements Authors Declaration Abstract Introduction Chapter 1: Literature Review Chapter 2: Methodology & Objectives Chapter 3: Data Analysis/Findings Chapter 4: Conclusions Recommendations Appendice 1: The model of Celebrity Endorsement Appendice 2: The meaning transfer of McCracken Appendice 3: Questionnaire Appendice 4: Coding Questionnaire Bibliography List of Table/figure Table 1: 4 types of celebrity Appeals Figure1: Do you think that celebrities in fashion advertising help you to remember the brand and to be interesting in? Figure 2: I think the print advertisement is attractive Figure 3: I believe Kate Moss is an expert on the product Figure 4: Do you intend to know more about the product? (about the print advertisement) Figure 5: Do you want to purchase the fashion product/brand after watching the celebrity endorsed advertisement? Figure 6: Will you purchase the product because of the endorsing celebrity? Acknowledgements First of all, I would like to express my immense gratitude to my supervisor …… for her help during this project and to show me the way to do it. I would also like to thank my teacher …. without whom I would not have been able to lead this project. Finally I am also thankful to my family, friends and mates who have rendered their whole hearted support at all times for the successful completion of this project. Authors Declaration I, ......., declare that I am the sole author of this dissertation, that during...
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