The impact of advertisement on the buying behavior with reference to the consumer durables

Type :

Theses

Pages :

47 pages

Format :

.doc

Published date :

03/21/2009

Category :

Business & market

Sub category :

Marketing

Oboulo.com selection criteria

$ 19.95 Add to cart

Summary :

Introduction
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
Industry background
1. Refrigerator industry
Design of the study
1. Statement of the problem
2. Need for the study
3. Operational definitions of the study
Sources of the data
1. Data collection instrument
2. Data processing and analysis
Outcome of the study
Analysis and interpretation
Conclusion

Abstract

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.