Documents

A Study on the Impact of Advertisement in Taking Buying Decision by Consumer

Description
CHAPTER- 1 PROLOGUE 1 1.1 INTRODUCTION Advertisements is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service one element in corporate strategies to create, organize and where possible control markets, especially for mass produced consumer goods. One element in corporate strategies to create, organize and where possible control markets, especially for mass produced consumer goods. Many adve
Categories
Published
of 44
All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
Related Documents
Share
Transcript
  CHAPTER- 1PROLOGUE 1  1.1 INTRODUCTION Advertisements is a form of communication that typically attempts to persuade potentialcustomers to purchase or to consume more of a particular brand of product or serviceone element in corporate strategies to create, organize and where possible controlmarkets, especially for mass produced consumer goods. One element in corporatestrategies to create, organize and where possible control markets, especially for mass produced consumer goods. Many advertisements are designed to generate increasedconsumption of those products and services through the creation and reinvention of the brand image”. Every major medium is used to deliver these messages, includingtelevision, radio, cinema, magazines, newspapers, video games, the Internet, carrier bagsand billboards.Advertisements played a vital role in buying decision. Through advertisement,Consumers are come to know about the product, its uses, benefits, availability, and brand name of products. At the time of buying a product, they recall the advertisementand then they take their buying decision in many cases. 1.2 CONCEPTUAL FRAMEWORK  2  Consumer behavior is a complex issue and significant in marketing. In general it isassociated with psychological status of the consumer in taking or rejecting buying decision.The most important part of consumer behavior is the action that taken by the buyer to acceptor reject of an offered product or product available in the market.Buying decision is a critical stage fro m the point of view of both the customer and marketer specifically in case of durable product. while taking a buying decision by a consumer he/sheconsider many aspects related to a product ,price, warranty etc.refrigerator is a commondurable essential house product required by each and every family. It is impossible to think about any family without a refrigerator specifically in the urban counterpart. In selectinghouse hold products the house maker invariably influences on the buying decision and buying behavior of the head of the family is also affected in many cases.Of course advertisements always work in influencing the customer in taking their buyingdecision. It is very difficult to measure properly the impact of advertisement in taking buying decision by consumer bit some indication may be find out to know the implication of advertisement through some questions.In our study area advertisement and buying decision of house maker in relating torefrigerator has also been giving us an opportunity to consider the term consumer behavior and decision making process in general.Consumer behavior is the study of when, why, how, and where people do or do not buyaproduct. It blends elements from psychology,sociology, socialanthropologyand economics.It attempts to understand the buyer decision making process, both individuallyand in groups. It studies characteristics of individual consumers such asdemographicsand behavioural variables in an attempt to understand people's wants. It also tries to assessinfluences on theconsumer from groups such as family, friends, reference groups, andsociety in general. 3  Customer behaviour study is based on consumer buying behaviour, with the customer  playing the three distinct roles of user, payer and buyer.Relationship marketingis aninfluential asset for customer behaviour analysis as it has a keen interest in the re-discoveryof the true meaning of marketing through the re-affirmation of the importance of thecustomer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Socialfunctions can be categorized into social choice and welfare functions.Research suggests that customers go through a five-stage decision-making process in any purchase. This is summarized in the diagram below: 4
Search
Similar documents
View more...
Tags
Related Search
We Need Your Support
Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

Thanks to everyone for your continued support.

No, Thanks