Impact of Television Media Advertising on Consumer Buying Behavior
Dissertation Title: Impact of Television Media Advertising on Consumer Buying Behavior. Advertisements play a huge role in altering the behavior of consumers towards the products shown in the advertisements. In recent times, an increase in advertisements per brand has been observed. Advertisements have huge influence in purchasing decision of customers for particular brands. It is a ubiquitously accepted fact that advertisements can bestow special attributes upon a product or service that it may have lacked otherwise. This work focuses on identifying the influence of advertisements on the consumer behavior and attitude.
The Researcher utilized survey Research Design in the collection of the data. This was due to the simplicity involved in seeking people’s opinion using Questionnaire. Stratified Sampling Method was used to get the sample size for this study is 250. Data gathered from the study were analyzed, tested and interpreted using sample percentage frequency table. The collected data were analyzed in tables and simple percentages, while the hypotheses were tested using the chi square technique. Hypotheses were tested critically to reveal the authenticity of responses by the respondents to the research questions.
In the final analysis, attempts were made to bring to summary the tested research hypotheses and two major conclusions were made. By virtue of this study, it was discovered that television advertising positively shapes a consumer’s perception about a product. Advertising is expensive, its outcome is usually uncertain, and most times it takes long before having any effect on consumers’ buying behavior. It is due to these reasons that many companies find it appropriate, intermittently to decrease expenses on advertising or to totally exclude it. On the other hand, some organizations sometimes consider it needless to advertise when their products are already enjoying great patronage without advertisement. Such behavior indirectly fails to reflect the fact that advertising is not just a present expense but a future investment.
To study the impact of television advertisements on the consumer segments
To study the impact of television advertisements on the consumer buying segments
To study factors affecting the consumer buying process with respect to television advertisements
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Brand Identity and its Impact on Consumer Loyalty – A Study of Burberry
Title: Branding Dissertation Burberry – Corporations spend a great deal of resources emblazoning their image – using every conceivable space and all available communication media in effort to secure a position in the minds of fickle consumers. It is deemed by organizations to be a good use of time and money to create and maintain an awareness of their brand as set apart from the competition. Regardless of the sophistication or the scope, brands are a standard means of identification and differentiation within any proprietary framework. With increasing emphasis on brand, branding and logos in order to establish identity among the consumers and buyers, it has become imperative to understand how brand identity influence purchase behaviour and the loyalty of customers. Many researchers have explored the phenomenon of brand identity and presented the belief that people connect to brands for the same reasons they join cults. Through brands such as Apple and Harley Davidson, people find meaning and experience community. In his research he uncovered profound, almost cult-like loyalties to brands, among everyday types of people. He states that the brands themselves are the new religion. This cult-like brand loyalty necessarily attract a great attention to explore and examine how and why people become loyal to a certain brand and how brand identity can play a vital role in retaining them a loyal customer over a long time. Brand Identity can be described as a promise. It is given to a customer to expect some things may it be product quality, service or price. It varies from brand to brand.
The focus of this study is to examine the relationship between brand identity and consumers loyalty towards particular brands. The researcher is especially interested in exploring the brand identity in fashion industry. The researcher will thus attempt to examine how famous brands have attracted the attention of consumers, whether the brand image can make consumers loyal to the products associated with it and how consumers perceive the important of a good brand for their purchase intention. The fashion world is currently exploding with brands that have leaped from the back racks into store window displays. But none has resurfaced as boldly as Burberry. Distributed through Burberry stores as well as specialty retailers, Burberry is an international luxury brand with a distinctly British origin and sensibility.
To define brand identity after the review the current and classical literature in the context of consumers purchase intention and loyalty for the brand.
To investigate the relationship between brand identity and successful marketing strategies
To examine the importance of brand identity from consumers perspective
A Study into the Impact of Pricing Strategy on Market Growth at Primark UK
The aim of this dissertation is to identify the importance of differential pricing strategies in the fashion and apparel industry in UK, which has been adopted by the organisation Primark. There are a number of factors behind the adoption of this marketing strategies and the research has been designed to identify and analyse the same. The study as a result has been broken down into six different parts or chapters. The first chapter introduces to the topic to the reader whereby research aims and objectives and questions are presented. To be able to conduct successful research on the same, it is necessary to identify the important aspects and factors in the market, and this has been achieved in the following chapter on literature review.
The focus is on the identification of important literary frameworks which will help in the provision of direction to the research study. Involvement of research participants is a crucial aspect and the same have been elaborated in the third chapter which informs the reader about the adopted research methodology which is epistemology. Secondary research about competitiveness through pricing strategies in UK fashion retail is also presented. The fourth chapter is presentation of responses obtained from the sample population and focus groups. This is followed by the fifth chapter which is based on the analysis and interpretation of the responses obtained from primary research. The final and concluding chapter will highlight the findings of the study along with provision of recommendations and scope of future research. They finally establish that the differential pricing strategies adopted by Primark have been successful in providing growth and competitive edge to the organisation.
The aims of the research process have been carefully constructed to ensure that the focus is on the attainment of the purpose of the research study:
To present evidence based market picture of the UK apparel industry in order to highlight the critical factors which affect the purchase decisions of the customers in the market.
To be able to analyse the appropriateness of the strategies developed by the business organisation related to marketing and business development in the UK market.
To be able to analyse market trends and highlight crucial factors related to the operations of the organisation, which will help in making recommendations towards growth and sustenance of business of the organisation in UK with the current objective and marketing strategy adopted by the organisation.
International marketing strategy includes detailing showcasing system over a scope of nations. Various distinctive methodologies have been taken in examining worldwide promoting method, including the exchange cost viewpoint, institutionalization / adjustment, arrangement/coordination point of view, worldwide incorporation point of view, and the transformative viewpoint. Commonly, every spotlights on diverse choices or parts of worldwide promoting method and relates in numerous regards to contrasts in the experience of the firm in global markets. Contingent upon the level of involvement in universal markets, the firm must manage issues identified with starting operations in worldwide markets, refining and creating worldwide showcasing method, or merging/incorporating worldwide procedure. In this dissertation, the proponent intends to evaluate the effectiveness of the international marketing strategies being used by various fashion brands in UK.
In this study, the researchers used survey questionnaire focusing on the respondents profile such as age, sex, educational attainment, and employment status. The chosen respondents accomplished documentation by answering all the questions posted in the questionnaire. The researchers followed the step by step gathering procedure in conducting the study. First, the title was formulated and then approved by their adviser. Second, the researchers asked the approval of the professor for the research to be conducted. Questionnaires were then distributed which was immediately followed by the collection of data. The data were tallied, analyzed, and interpreted using the appropriate statistical treatments. Through these methods, the researcher was able to see that the international marketing strategies being made by the observed fashion brands were performing effectively.
To investigate the group of writing identified with international marketing procedures and practices
To investigate British Fashion brands regarding international marketing methods viability
To conduct a near study with respect to the benefit of diverse international marketing methodologies
To conduct an interior and outer industry examination of British Fashion brands and its vicinity in today’s globalized economy
To make suggestions for British Fashion brands through compelling internationalization exercises in today’s very focused environment