Advertising plays a very important role in modern business. Due to excessive specialization, mass production and competition, advertising has become an indispensable activity in business. It is growing as the back bone of modern national and international marketing. Advertisements inform, guide, educate and protect the interest of the consumers. Advertisement which is a crux of any market economy plays a pivotal role in the economic progress of the nation. Customers today are extremely aware of the various brands in the market and are conscious of the products they use or consume. They pick and choose carefully according to their needs, style, preferences etc. They also exercise a lot of independence in decision making and influence the buying behavior. Today’s customers are well informed. This is because they are exposed to T V commercials, bill boards, banner ads, logos and product promotions. The customers aware about different brands available in the market through advertisements. Through this study, the researcher wishes to provide valuable insights to the marketers about the brand preference among the customers and its influence on consumer behavior
The study attempts to diagnose the factors and there impacts on brand switching behavior and suggest ways and means to develop the industry through effective advertisement. We have tried our level best to fulfill the following requirements of our topic, to: ___ Realize the public image of brands ___Discover significant features of advertisement which are admired by consumers against the services provided by competitors.
Mass media and advertisements are becoming more and more influential on its viewers. The impact that they have on the viewers can not be denied. Keeping this in view this literature will try to understand in greater detail that how these impact the buying behavior of the consumer. The impact of mass media advertisements is taken into account in order to understand how it builds the minds of consumers towards liking or disliking a certain product or service.
Consumer perception towards Advertisement related to cosmetic goods: A comparative study of working and non-working women in Punjab. The purpose of the study is to analyses the influence of advertisements on the buying behavior and the attitude of the respondent regarding the overall impact of advertisements on consumer’s perception. This study shows that the respondent interpolated in this survey belongs to diverse backgrounds which increase the scope of future study. The current study, also appraises the economic and financial factors necessary for the purchase of goods. In countries like India, which is believed to be the swiftest growing market for cosmetology, advertisement plays a powerful role in determining the consumption of products. Since any publicity is good publicity, therefore, all the mediums used by advertising agencies be it the brand value or the celebrity attached to it, add up a good member of consumers.
Advertisements are a form of communication, not mere manipulation: they help make sense of the world, defining its difference and essences, filtering through its variety, making claims and constructing images. In today’s competitive environment, brand differentiation based on tangible attributes is difficult to achieve. Consumers purchase products/brands not only because of their or quality but more importantly, because of the symbolic meanings contained in products/ brands. To address this issue, the current study tries to explore how attitude towards global advertisement may affect a company brand image in laptop industry. The questionnaires had been distributed to test the model of this study among customers in Malaysia. The findings revealed strong relative explanatory power of attitude towards global advertisement over brand image. Furthermore, a special class of advertisement based perceptual variables such as attitude toward advertisement, attitude toward advertiser, advertisement credibility and advertisement perception is found to have a direct influence on attitude toward brands.
The vegetables usage has been continuously increasing due to change in the consumption pattern of the Indian consumers. In the recent years, various concerns have been raised regarding the efficiency of marketing of vegetables. Packaging of vegetables plays a major role in the current retail scenario where, reduction of food wastage and good quality are highly considered. Considering the importance the details on consumer preference, determinant factors, willingness to pay, etc, were studied for five selected packed vegetables viz. Onion, Potato, Carrot, Beans, and Broccoli. The study on the consumer behavior towards buying of packed vegetable products was undertaken in the Coimbatore district of Tamil Nadu in India. The book will be highly useful for the peoples those who involve in processing, marketing and research on ready to cook and packed vegetables.
Book DescriptionEuropean consumer law has become a vital part of both legal education and practice. This Casebook details the most fundamental judgments of the Court of Justice on consumer law to date and their effect on national legal systems. It contains twenty leading European cases and is then followed by concise analyses of the effect of these decisions on some of the national legal systems of the Member States, and how national legislatures and national courts have reacted to this ever burgeoning area of European law. The focus of the book is private law, including consumer contracts, advertisement law, European product liability and consumer dispute resolutions.
In this literature review, past research on the effects of music on consumer attitudes will be analyzed. More specifically, the effects of music in television commercials will be examined. Music influences consumer attitudes through many ways, but mostly the effect is subconscious. The main finding of this work is that the influence of music in TV commercials is greatest when there is low cognitive involvement and high affective involvement, since music played in commercials is usually in the background and not the main focus of the advertisement. Furthermore, other factors such as mood, musical congruity, attention, memory and musical structure elements also play a key role on the effect of music in the formation of consumer attitudes.
This research is an important progress in the literature of CSR and consumer behavior as it has used a model that joins CSR activities, consumer awareness and product/service quality and consumer’s satisfaction to determine their impact on consumer purchase intentions and finally consumer retention behavior. This research scientifically determines the awareness level of consumers regarding CSR actions, consumer satisfaction occurring out of product/service quality of the same corporation and then their effect on consumer purchase behavior and future retention behavior. The major objectives to conduct this research are to analyze, evaluate and document the impact of CSR on consumer retention in banking, cellular and fast food sectors of Pakistan, to investigate a relationship between CSR and consumer retention, to determine the importance of a company’s CSR activities to consumers, to determine the other factors along with CSR that can influence the consumer purchase intentions and afterwards gain consumer retention/loyalty.
Business world is changing from short term sale strategies to more customer-focused long term relation building strategies. It is extremely important to know the needs of your target customer so you can convey your message in a more attractive way. The most common method of advertising is television advertising. The elements of television advertising are Jingle, Brand, Celebrity, Promotional offering, Location, Theme and Song. The purpose of this research thesis is to measure the effect of television advertisement on the target buyer’s decision process. This means that how an advertisement affects the thinking process of a buyer which includes need recognition, Information search, Evaluation of alternatives, Purchase decision and Post purchase behavior. This research includes 400 students of different colleges from intermediate to PhD level. Gender ratio is equal, which means this research includes 200 male and 200 female respondents. The main hypothesis of this research study is co-relational, which is elements of the Television advertisement are positively related with the buyer’s decision procedure. SPSS version 19.0 is used to perform the T-test, ANOVA and Kruskal-Wallis test.
This book underlines various aspects and activities such as study consumer behavior towards Sula Vineyards products, study its awareness among people, the market position of Sula wines in Nasik city. It also examines the consumer’s opinion & preference towards Wine of Sula vineyard across Nasik city by gathering information from various Consumers and retailers (Hotel, Restaurant and Bar, Wine shops) spread across the city. It analyzes the strength and weaknesses of Sula wines in terms of wine marketing and finds out the problems in the implementation of a consumer behavior and satisfaction with Sula’s competitor. This project studies and to helps in developing new marketing plans and strategies for wine products of Sula Vineyards consumer.
Food fortication using lotus stem and carrot powder was a successful project.Chocolate flavour (52%) was highly preferred by most respondents and the least preferred was strawberry (10%). Chocolate glaze icing was the most liked (68%) icing. Iron content was 80 and 5 mg/100g in Lotus stem powder and Carrot powder respectively. ? carotene was 6875 and 543 µg/100g in Carrot powder and Lotus stem powder respectively. Lotus stem powder had a very high fibre (31.6 g) and carrot had a minimum content (1.46g), LSCK2 had the highest iron content (12.50mg/100g).20%lotus stem fortified cake (84.5%) and 15 %carrot powder fortified cakes (88 %)was the best acceptability .obtained the highest acceptability percentage. Cakes fortified with 15 percent carrot powder (CAOR1) registered the highest amount of ? carotene i.e., 760 µg/100g. The acceptable cakes had a pH of 5.5 to 6.2.Crude fibre content was within the permissible limit. Acid insoluble ash was negligible in all cakes. The microbial count of the highly acceptable cakes was found to be within the satisfactory limit. No mold growth was observed in the highly acceptable cakes up to 5 days. The cost calculation showed minimal amount.
Drosophila has been used as a pet model for more than a century in environmental monitoring studies. Tobacco extracts are used as insecticide since 1763 and still ranks as an excellent contact insecticide. The present study is carried out to analyze the effect of tobacco crude extract on larval pupation site preference, locomotion, larval proteins, fecundity and productivity in a few species of Drosophila such as, D. melanogaster, D. ananassae, D. simulans and D. bipectinata. The tobacco extract treatment altered the percentage of larval pupation on glass, media and cotton compared to control. The locomotary patterns like straight line, turns, headlifts and total distance moved by treated larvae varied significantly compared to control. In D. simulans and D. ananassae the protein fractions were varied in their rate of migration. The mating period is high in flies of the treated larvae than the control flies, the fecundity and productivity of flies of the treated larvae is less than the flies of control larvae. The tobacco treatment affects not only the behaviors of larvae but also affects the total fitness of the species.
Research into this area of consumer behavior has brought understanding to some of the major issues with standard customer satisfaction research. Most importantly, we have come to realize that high customer satisfaction does not assure continued customer preference. Satisfaction research over the past demonstrates that high satisfaction scores, while a measure of corporate performance on a set of important criteria, do not adequately explain the composition of preference formation and therefore often serve as insufficient predictors of sustained preference or what is normally referred to as customer loyalty. Loyalty as a concept has also shown itself to be difficult to define. Like beauty, loyalty is truly in the eye of the beholder. We understand there are different types and degrees of loyalty and some of these are not appropriate in describing the relationship between a consumer and a company.
Representation of female in advertisements and its affect on the purchasing behavior of the customer, the study reflects representation of female in advertisements and its affect on the purchasing behavior of the customer. TV was selected as the medium for the study to check the female representation in TV advertisements affects the customer purchasing behavior. Study proved that female are represented negatively in the advertisement now a day’s. Research tries to find out that how consumer perceives it and how it affects. This research employed survey to discover findings. Surveys may be used for descriptive, explanatory, and exploratory purposes. A survey was done on one hundred respondents equally consisting males and females belonging to four shopping malls of Gujrat. It is completely immaterial to represent a women model or an actress in advertisement endorsing men products. It also demonstrates that female is negatively portrayed in advertisement. Theory stated that media should be self-regulated but media should have high standards of professionalism.