While carrying out the secondary research for the literature review, there were many studies elaborating the importance of the conceptual issues raised in my final management project. In one of the studies, Hoffman and Novak (1997) have said, “personalization is the essence by which Internet firms valorize the Internet as a unique consumer market.” Other than the above-mentioned statement, there are several studies, which reveal that people’s behaviour online is influenced by high-speed connection. Studies have also researched upon the consumers’ apprehensions about payment safety and security and the connection it has with the attitude towards online shopping and real purchases. A negative correlation was seen between the consumer’s outlook …show more content…
In most families, women are the chief decision makers (Dholakia, 1999). Men are more motivated toward utilitarian benefits of products and give lesser importance to social relations and personal contacts (Steenkamp et al., 1999). Younger generation has always exhibited a positive disposition towards adoption of a new innovation (Schiffman and Kanuk, 2003) and understands the technological changes and complexities optimistically than the elderly segment (Wotruba and Pribova, 1995).
Gurvinder and Zhaobin (2005) found that website design, website reliability/ fulfilment, website customer service and website security/privacy are the four dominant factors which influence consumer perceptions of online purchasing. The four types of online New Zealand buyers—trial, occasional, frequent and regular—perceived the four website factors differently. This paper has been taken as a basis for this study and the scale constructed for the study was partially adapted from this
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The most important thing to remember is that putting a celebrity in an ad is not an idea in itself. Unfortunately, this is how most celebrities are being used in Indian advertising, where they just become a prop. Ideally, there should be an idea that makes the celebrity relevant to the product and the consumer. A celebrity's presence in the ad should be contextual.
Celebrity endorsement cannot guarantee foolproof success. The celebrity endorsement strategy must be integrated with target market characteristics, and the other elements of the marketing mix such as product design, branding, packaging, and pricing. The message execution that will be mouthed by the celebrity must likewise be made clear and single-minded. Aligning the spirit of the brand to the product can do this, or by using a celebrity because it ensures that people will notice you, and hopefully remember what the brand is
Celebrity endorsement or opposition should be avoided, this type of advertising ploy is cliched and quite arguably has become redundant. Appealing
PERSONALISATION What is personalisation? The key features or components of personalisation are described as high quality teaching and learning, target setting and tracking, focused assessment, intervention, pupil grouping, the learning environment, curriculum organisation, the extended curriculum, and supporting children’s wider needs.
The goal of this exploratory study is to determine which variables have the strongest relationships
Middle Adulthood During this stage in life, Erikson describes individuals in the generativity vs. stagnation stage (Capp, 2004). Individuals between the ages 40 to 65 have generally married, have a career and have their own families. Erikson refers to generativity as a concern of the next generation by guiding and establishing them.
The data were processed and analyzed using SPSS version 18. Frequencies, cross tabulation, Pearson’s, chi-square test, ANOVA were used to analyze the data. A p-value of <0.05 was considered statistically
In her essay “In defence of the iGeneration,” Renee Wilson argues that today’s technology has benefitted not only the students, but also the generation as a whole. The advancement in technology allows for change, innovation and creativity that result in one of the best generations yet. Although Wilson generalizes today’s iGeneration, she succeeds in providing a compelling argument. Much of her argument is supported by scientific evidence and personal experiences that demonstrate the ability of the iGeneration to accept change and provide self-actualization. Wilson’s use of generalizations reveals a degree of disconnect between the current iGeneration and previous generations.
This statement is borderline accurate because most advertisements from automotive to magazines, use celebrities to enhance their brand to appeal to the fans. Advertising has become extremely important in promoting messages that only minds of the target audience will understand like the younger demographic compared to older demographics. Certain older individuals believe that the commercials nowadays are becoming ridiculous, but once they figure out what the commercials are about. The first thing they are the main ones that want to go purchase or upgrade their automobiles, refrigerators, appliances, cell phones, etc., to fit in with the evolvement of society in this generation. Women in current times goals are to save money every chance they get, to purchase or lease a brand-new car; because it gives them a sense of dependency and achievement.
People such as celebrities, have a higher influence on people and their decision making on products, which is why many companies hire well-known celebrities to promote their products in the media. In an article written by Marketing Charts called, “How Influential are Celebrities?” they discuss the power of product placement and celebrity endorsements. The statistics for how much a celebrity influences its fans varies throughout the article, depending on what exactly they endorse. The article had some very interesting key points about celebrities also having a negative impact on product endorsement, mentioning that traditional brand promotion without celebrities had more of a positive influence.
The references used in this study will be used to build knowledge on the subject, and to identify
The marketing and advertising executives control the innovative aspects of these ads and endorsements to celebrities, so they can help form an image for Nike
Thus associating a public figure with a brand, employs rhetorical teachings to implicate the ethos appeal thereby associating a sense of credibility and trustworthiness with the brand. Thus celebrities can be used for the following: • New users: Celebrities in advertising helps in first time users of the products.
NIKE “Just do it” Campaign. Introduction: Nike, Inc. is a top supplier and advertiser of sportswear and supplies. The American maker was established on Jan 25, 1964 as Blue Ribbon Sports. In 1978, the new Nike, Inc. was fabricated under the name of Nike. The world's No. 1 shoemaker outlines and exchanges shoes for a variety of sports.
Online shopping has nowadays become a widely spread way of shopping among people on different continents and in different countries. Its popularity is constantly on the rise considering the spread of Internet technologies and the increasing share of online shops in the retailing business. Online shopping activities are gaining wide spread as far as they tend to provide the consumers with numerous benefits and increase the convenience of buying without leaving the house. The popularity of online shopping grows due to a range of reasons, including its convenience as well as time- and money-saving potential.
More and more people these days prefer online shopping than shopping in malls because of so many advantages and benefits. People from all over the world have accepted online shopping sites because of the convenience provided like from shopping in their pyjamas to convenience for elderly and disabled. Not only this, online shopping sites also provides a wider choice of products, avoiding upselling or impulse buying, better prices, good for the environment, and
1.0) Introduction 1.1) Background During the past decades, the retailing industry has gone through many important changes. Saturated markets, fierce competition, and the turbulent macro-economic environment have condemned retailers to reconsider their retail strategy. Actually there are four factors which have constantly been reshaping the world of business – technological advances such as the internet, the loss of geographic advantage resulting from globalization, the shake-up of the traditional industries as a result of de-regulation and the rising power of the modern and complex consumer. However one of the most important factors remains the evolution of the Internet.