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Published date
03/21/2009
Language
documents in English
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Type
thesis
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47 pages
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The impact of advertisement on the buying behavior with reference to the consumer durables

  1. Introduction
  2. Theoritical background of the study
    1. Advertising and advertisements
    2. Advertisers
    3. Advertising agencies
    4. Support organization
    5. Media
    6. Consumers
    7. Advertising as marketing tool
    8. Role of advertising in modern business world
  3. Industry background
    1. Refrigerator industry
  4. Design of the study
    1. Statement of the problem
    2. Need for the study
    3. Operational definitions of the study
  5. Sources of the data
    1. Data collection instrument
    2. Data processing and analysis
  6. Outcome of the study
  7. Analysis and interpretation
  8. Conclusion

The consumer durable industry in the past few years has seen tremendous growth. Advancements in the technology, government support and increased level of interest among the private players into the industry has given rise to the healthy competition between the various brands. Different companies are using different advertisement strategies for building and managing of brands. Advertising in electronic media and newspapers are key advertising areas in designing the advertising strategy. This study was carried out to identify the advertising strategies of different companies and to know the impact of advertisements on building and managing of brands in consumer durable industry. As there are many products that come under consumer durables, it is necessary to choose one product among them in order for market research. Hence this study was done in consumer durable industry in general and refrigerators in particular. This was research also done to identify the major influence of advertising in buying the favorite brand and to identify the impact of electronic media advertising on purchase decision. A structured questionnaire was used to collect the consumer responses on their awareness about different refrigerator brands, their media of information and impact of advertisement on their purchase decision. Three popular brands were mainly identified after conducting interviews with the consumers and these brands were used in the questionnaire for evoking the responses of the consumers. Random sampling was used to select the sample unit. The sample size was limited to 120 numbers selected from different source. The data collection involved taking responses from different people like, students, businessmen, housewives, executives etc also they belonged to different age groups and income groups.

Tags: Impact of advertising on consumer buying behavior, Advertising and buying behavior, Impact of advertising in the modern business world

[...] Advertising makes a psychological impact on the consumers and so gives them greater satisfaction on the use of products. Advertising can create a demand, stimulate an existing demand, or even destroy a demand much of its value is drawn from its positive impact on demand function. Advertising benefits the customers. They come to know about the product availability Advertising makes mass distribution possible. Advertising makes the consumer aspire to higher and higher things in life making this life a saya of continuous struggle to acquire what we don’t have. [...]


[...] There is no way of knowing whether respondents are expressing their true feelings to the questions asked, since most questions are based on perception and answers are based on spot judgment The study is limited to three outlets of consumer durables The study is limited to refrigerator advertisements only. This study is carried in month of May only. Authenticity of data provided cannot be verified. OUTCOME OF THE STUDY The out come of the study is that advertising will influence on consumers in purchasing decisions. [...]


[...] OBJECTIVES OF THE STUDY Primary Objective: To understand the impact of advertisements on the Buying behavior of the consumers. To study the advertisements of the respondent companies, with reference to refrigerator. Secondary Objectives: To verify recall of advertisements/brands To analyze the justification of advertising expenditure. NEED FOR THE STUDY Gaining an understanding about the impact of advertisements on consumer’s buying behavior. REVIEW IF LITERATURE Before starting this study various literatures were reviewed to find out the gap that could exist between previous study and the present one. [...]

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