To make the gathering of people get a vital message, sponsors need to put some driving force into the message, and the driving force is the interest. Each advertising interest speaks to a fascination, which stimulates shopper 's goals. Kotler (2003) separated advertising claims into rational and emotional interest. To achieve the fluctuating requests of their objective customers, publicists ordinarily utilize rational interest and emotional interest in their advertising trying to impact buyer conduct. By rational notice request, the item can be underscored to highlight its capacities and advantages to the customer.
Whereas for status oriented consumers, they have high self esteem and purchase products or services to show off their success. Lastly, action oriented consumers seek for adventures and follow fads. They are influenced by the needs of social and physical activity. Under this concept, it is understand that every individual purchase products and services based on their lifestyle. Consumers under the same demographic sub-group can demonstrate different psychographic profile (Lin 2002).
Nowadays, youths uses social media to communicate with friends and search for information. Youths are constantly searching for information on the internet. Books are no longer the first go-to tools to search for trivial questions. Consequently, advertising on the internet will provide youths with more information about the brand and the product itself. Since advertising on the internet is less costly or even no cost at all, companies are able to better inform youths.
Purchase Intention is defined as “predisposition to buy a certain brand or product” (Belch & Belch, 2004, p. 120). Purchase Intention also indicates how likely it is that the individual would purchase a product (Phelps & Hoy, 1996). Previous studies examine the relationship of attitude with purchase intentions in specific dimensions, such as attitude towards advertiser (Lutz et al., 1983), attitude towards advertisement and attitude towards brand (MacKenzie et al., 1986; MacKenzie & Lutz, 1989). The current study focuses on the concept of attitude toward brand. Attitude toward brand has profound and important role in affecting consumer’s purchase intentions (Gresham & Shimp, 1985; Goldsmith et al., 2000).
So what exactly is the Internet? It is a huge number of connected computers from all around the world like a web. Unsurprisingly, teenagers make use of the Internet a lot in their daily lives. However, the question remains, is the Internet is the greatest boon to today’s teens ? The internet is able to help make communication easier and access information freely, however it may also facilitate
The consumer is the most relevant element in marketing, to the orientations of marketing management, sales, production, and the consumer is the individual who ultimately uses or disposes of the product, the individual who buys or acquires the product. When defining the strategies of marketing must be taken into account the behaviour of both. Undoubtedly, marketing has been asked by the consumer in order to meet economic objectives, but in parallel the question arises for ethics in consumer research, a concept linked by Ekinci and Riley (2003) to social marketing, arguing that companies “must meet the needs and desires of their target markets in ways that preserve and increase the well-being of consumers and society as a whole”. According to
Brand tryst is an important mediator factor on the customer behavior before and after purchase of the product. Brand Attitude Brand Attitude will tell what people think about a product or service. Whether the product answer a consumer need and just how much to product is wanted by the consumer. Brand Affect Brand Affect describes the relations between consumers and brand under certain category and it can be considered as the general evaluations of the consumers for brand. It is defied as a brand’s potential to elicit a positive emotional responses in the average consumer as a result of its
The sales promotion activities are designed to attract more customers to make purchase. All these activities are undertaken by the companies to draw the most attention of the customers. Therefore, customers are motivated to make a purchase from a different brand. Various sales promotion activities are there, but in case of brand switching the most effective sales promotion method include free gifts. Various researches have been conducted to explore the impact of sales promotion on brand choices, brand switching and brand loyalty and it has been found out that sales promotion has the most impact on brand switching rather than brand
Bridges company-customer gap: marketing research bridges the gap between the producer and the consumer. The company gets to know more about their customers or consumers. Company objectives: due to marketing research, the company is in a position to achieve its objectives. Marketing research enables the firm to solve marketing problems; thus enabling the company to achieve its objectives in profitable way. Marketing mix decisions: marketing research provides the necessary information to arrive at appropriate solutions to marketing problems.
The Internet Is A Boon In our generation today, the internet is growing rapidly. Many people use the internet because it gives a lot of benefits. However, many people become victims after they access the internet. One of these benefits of the internet is that it is a medium of information. Today, a lot of people need the information from the internet because it is the easiest and fastest way to find information.