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Advertising influence on impulsive buying

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  1. Chapter 1: Introduction
    1. Background
    2. Managerial relevance
    3. Academic relevance
    4. Problem statement
    5. Research questions
    6. Thesis structure
  2. Chapter 2: Impulsive buying behaviour
    1. Descriptions of impulse buying
    2. Conceptual background
    3. Factors that influence impulse buying
    4. Conclusion
  3. Chapter 3: Advertising
    1. Conceptual background
    2. Types of advertising
    3. Printed advertising
    4. TV advertising
    5. Online advertising
    6. Conclusion
  4. Chapter 4: Conceptual framework
    1. Problem statement
    2. Framework
    3. Hypotheses and relationships between the constructs
    4. Conclusion
  5. Conclusion
  6. References

In this chapter you will find a summarizing overview of this study. It explains fairly about the two discussed main topics: impulse buying and advertising. It gives an introduction of what impulse buying is and if it is related to advertising. In which way are they related to each other and what kind of relationship do these factors have? The second paragraph, managerial relevance, will explain why this thesis is written and to whom it can be interesting, such as for companies and for other researchers who will use this study for further research. The third paragraph, the academic relevance, arguments to what the reason and the relevance are of the chosen topic

[...] The final paragraph gives an overall conclusion as an answer to the problem statement Problem statement The problem statement defined: ?What is the effect of advertising on consumer impulsive buying behaviour?? 4.2 Framework The aim of this study was to find out what the relation is between impulse buying and advertising. And specifically what types of advertising have an effect on the impulse that consumers can get and the urge to buy a product. Not much is written about the relationship between advertising and impulse buying. [...]

[...] As a result, impulsive buyers are more likely to act on urge and to respond affirmatively and immediately to their buying impulses Situational factors Significantly in research on impulse buying there has been focused on situational aspects affecting impulse buying. Rook (1987) explored the underlying nature of impulse buying, while Rook and Gardner (1993) examined and discussed the influence of affect on impulse purchasing. According to Beatty and Ferrell (1998) other situational factors that influence impulse buying are time and money, whether this is actual or perceived. [...]

[...] This research will also take a more specific look at which factors influence impulsive buying and if the effects of advertising can affect them Managerial relevance Companies and particularly marketing-based companies use advertising to promote their product(s) and/or service(s). Some companies advertise on a small scale and some on a larger scale. One can say that the main bottom- line of advertising is to attract customers to a brand. What does a consumer need to know of your product or service to buy it? [...]

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