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.
Tags: Impact of advertising on consumer buying behavior, Advertising and buying behavior, Impact of advertising in the modern business world
[...] Advertising makes a psychological impact on the consumers and so gives them greater satisfaction on the use of products. Advertising can create a demand, stimulate an existing demand, or even destroy a demand much of its value is drawn from its positive impact on demand function. Advertising benefits the customers. They come to know about the product availability Advertising makes mass distribution possible. Advertising makes the consumer aspire to higher and higher things in life making this life a saya of continuous struggle to acquire what we don't have. [...]
[...] There is no way of knowing whether respondents are expressing their true feelings to the questions asked, since most questions are based on perception and answers are based on spot judgment The study is limited to three outlets of consumer durables The study is limited to refrigerator advertisements only. This study is carried in month of May only. Authenticity of data provided cannot be verified. OUTCOME OF THE STUDY The out come of the study is that advertising will influence on consumers in purchasing decisions. [...]
[...] The size of consumer market was constantly expanding consumer preference where changing becoming highly diversified as marketing research's began to study the buying behavior of consumers, they soon realize that despite over riding similarity consumers were not all alike. Despite a sometimes approach to fads and fashions. Many consumers rebelled at using identical product every one else used. Instead they preferred a different product that they felt reflected their own special needs, personalities and life styles to better meet the needs of specific groups of consumers “Enlightened” their total potential markets into smaller homogeneous segments for which they could design product and /or promotional campaign. [...]
[...] Advantages of Television advertising The reach and exposure is vast sometimes across borders Advertisers believe it to be cost effective medium since over a hundred million can be reached with every time an advertisement is shown. The audiovisual impact of television commercials is thought to be higher than for any other medium. Sponsorship of good programs brings the advertiser a lot of publicity. Television advertising gives a brand a national image. Disadvantage of Television Advertising The advertisers have no control on the manner in which the commercial is projected. [...]
[...] To find out the consumer reactions to advertisements and to the hypothesis, that “Advertisements in the TV and Print media has a significant impact on Consumers buying behavior with reference to consumer durables”, had to be tested. The other objectives were to verify brand recall and to generate advertising strategies for the companies. This study was explorative in design as it deals with consumer perception about advertisements and their effects on brand recall. Hence, information was obtained through questionnaires, which were administered to the consumers and retailers. [...]
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