Analyzing the Effect of Online Advertisement on Consumer Behaviour (Case: Haigh's Chocolate)
Added on 2023-03-31
25 Pages4771 Words92 Views
Data Science and Big DataStatistics and Probability
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Running head: ANALYSING THE EFFECT OF ONLINE ADVERTISEMENT ON
CONSUMER BEHAVIOUR (CASE: HAIGH'S CHOCOLATE)
1
Analyzing the Effect of Online Advertisement on a Consumer Behaviour (case: Haigh's
chocolate)
Student’s Name
Institutional affiliation
CONSUMER BEHAVIOUR (CASE: HAIGH'S CHOCOLATE)
1
Analyzing the Effect of Online Advertisement on a Consumer Behaviour (case: Haigh's
chocolate)
Student’s Name
Institutional affiliation
ANALYSING THE EFFECT OF ONLINE ADVERTISEMENT ON
CONSUMER BEHAVIOUR (CASE: HAIGH'S CHOCOLATE)
2
CONSUMER BEHAVIOUR (CASE: HAIGH'S CHOCOLATE)
2
ANALYSING THE EFFECT OF ONLINE ADVERTISEMENT ON
CONSUMER BEHAVIOUR (CASE: HAIGH'S CHOCOLATE)
3
Table of contents
1. Introduction..................................................................................................................................2
1.1 Statement of the problem...........................................................................................................4
1.2 Aims and Objectives of the research.........................................................................................4
1.3 Research questions.....................................................................................................................5
1.4 Justification and Potential Output of the Research....................................................................5
2. Conceptual framework and hypothesis development..................................................................6
2.1 Analysis of Consumer Behaviour..............................................................................................6
2.2 Compatibility of factors impacting consumer behavior with online advertisement..................8
2.2.1 Age..........................................................................................................................................8
2.2.2 Culture....................................................................................................................................8
2.2.3 Perceptions..............................................................................................................................9
2.3 Effects of strategies used on online advertising........................................................................9
2.4 Haig’s Chocolate Company.....................................................................................................11
3. Methodology..............................................................................................................................14
3.1 Research Design......................................................................................................................14
3.2 Target population and Sample frame.......................................................................................14
CONSUMER BEHAVIOUR (CASE: HAIGH'S CHOCOLATE)
3
Table of contents
1. Introduction..................................................................................................................................2
1.1 Statement of the problem...........................................................................................................4
1.2 Aims and Objectives of the research.........................................................................................4
1.3 Research questions.....................................................................................................................5
1.4 Justification and Potential Output of the Research....................................................................5
2. Conceptual framework and hypothesis development..................................................................6
2.1 Analysis of Consumer Behaviour..............................................................................................6
2.2 Compatibility of factors impacting consumer behavior with online advertisement..................8
2.2.1 Age..........................................................................................................................................8
2.2.2 Culture....................................................................................................................................8
2.2.3 Perceptions..............................................................................................................................9
2.3 Effects of strategies used on online advertising........................................................................9
2.4 Haig’s Chocolate Company.....................................................................................................11
3. Methodology..............................................................................................................................14
3.1 Research Design......................................................................................................................14
3.2 Target population and Sample frame.......................................................................................14
ANALYSING THE EFFECT OF ONLINE ADVERTISEMENT ON
CONSUMER BEHAVIOUR (CASE: HAIGH'S CHOCOLATE)
4
3.3 Sample and sampling procedure..............................................................................................14
3.4 variables and data analysis.......................................................................................................15
3.5 Organization of Study..............................................................................................................15
3.6 Budget and Project activities...................................................................................................16
3.7 Project Activities and schedules..............................................................................................17
4.0 Conclusion...............................................................................................................................18
References......................................................................................................................................19
CONSUMER BEHAVIOUR (CASE: HAIGH'S CHOCOLATE)
4
3.3 Sample and sampling procedure..............................................................................................14
3.4 variables and data analysis.......................................................................................................15
3.5 Organization of Study..............................................................................................................15
3.6 Budget and Project activities...................................................................................................16
3.7 Project Activities and schedules..............................................................................................17
4.0 Conclusion...............................................................................................................................18
References......................................................................................................................................19
ANALYSING THE EFFECT OF ONLINE ADVERTISEMENT ON
CONSUMER BEHAVIOUR (CASE: HAIGH'S CHOCOLATE)
5
1. Introduction
The advancement in technology has led to the revolution of how businesses are
conducted. Citing back ten years ago, most of the businesses and sales were created through the
word of mouth. There were physical locations for purchase of products and thus customers trust
to a specific brand was only based on the quality and mode of purchase service offered in the
physical purchasing center. However, the emergence of new technology platforms such as social
media has revolutionized the way business is carried out and the factors which influence
customers. Most businesses have also understood the importance of making their products
visible online.
As time goes by, online advisement has become one of the main modes of carrying out
business. Currently, more than 80% of business owners have been found to be using one of the
different forms of online advertisement strategies (Al Qudah et al., 2014). Most of these
marketers use social media as their main channel of advertisement. This is because, statistically,
it has been found that many people globally are able to access social media platforms. Therefore,
it means there are many potential customers on those platforms. The use of social media
platforms for advertisement is based on many factors among them being the product which one
is selling.
Large companies have also adopted their specific media social media preferences where
they carry on their advertisements. Most of them have social media pages. According to
research, 86% of the large firms believe that the use of specific pages which have the brand name
of the organization is one of the contributing factors of reaching a larger audience as compared to
CONSUMER BEHAVIOUR (CASE: HAIGH'S CHOCOLATE)
5
1. Introduction
The advancement in technology has led to the revolution of how businesses are
conducted. Citing back ten years ago, most of the businesses and sales were created through the
word of mouth. There were physical locations for purchase of products and thus customers trust
to a specific brand was only based on the quality and mode of purchase service offered in the
physical purchasing center. However, the emergence of new technology platforms such as social
media has revolutionized the way business is carried out and the factors which influence
customers. Most businesses have also understood the importance of making their products
visible online.
As time goes by, online advisement has become one of the main modes of carrying out
business. Currently, more than 80% of business owners have been found to be using one of the
different forms of online advertisement strategies (Al Qudah et al., 2014). Most of these
marketers use social media as their main channel of advertisement. This is because, statistically,
it has been found that many people globally are able to access social media platforms. Therefore,
it means there are many potential customers on those platforms. The use of social media
platforms for advertisement is based on many factors among them being the product which one
is selling.
Large companies have also adopted their specific media social media preferences where
they carry on their advertisements. Most of them have social media pages. According to
research, 86% of the large firms believe that the use of specific pages which have the brand name
of the organization is one of the contributing factors of reaching a larger audience as compared to
ANALYSING THE EFFECT OF ONLINE ADVERTISEMENT ON
CONSUMER BEHAVIOUR (CASE: HAIGH'S CHOCOLATE)
6
the use of a personal account (Huang and Ho, 2015). This perception among others lays diverse
ideas about an online advertisement.
On the other hand, E-commerce adoption is influenced by the consumers' potential and
his or her behavioral patterns which dictate the purchasing habits. Therefore, some firms carry
out online advertisements but end up getting negative results as opposed to their expectations.
For instance, some end up getting a few customers whereby the cost of advertisement outweighs
the total purchase revenue thus leading to a loss. Based on this perception, a research gap is left
on what factors of advertisement positively impact consumer behavior.
Also, based on the online advertisement mode, individual attitude is shaped concerning
that specific brand and thus influences customers’ purchasing power. However, this attitude
shaping is based on different factors which vary across cultures. For instance, in Spain despite
the increased growth and advanced online advertisement modes, only 48% of the total population
in the country was willing to do a purchase online by the year 2015 (Wojdynski and Evans,
2016). Additionally, only 27% of the consumers returned to purchase another product online
after purchasing the first one. These findings hold despite the fact that most of the businesses had
fully followed different factors which are thought to influence consumer behavior based on
online advertisement. Therefore, this research focuses on analyzing the impacts of online
advertisement to consumer behavior.
CONSUMER BEHAVIOUR (CASE: HAIGH'S CHOCOLATE)
6
the use of a personal account (Huang and Ho, 2015). This perception among others lays diverse
ideas about an online advertisement.
On the other hand, E-commerce adoption is influenced by the consumers' potential and
his or her behavioral patterns which dictate the purchasing habits. Therefore, some firms carry
out online advertisements but end up getting negative results as opposed to their expectations.
For instance, some end up getting a few customers whereby the cost of advertisement outweighs
the total purchase revenue thus leading to a loss. Based on this perception, a research gap is left
on what factors of advertisement positively impact consumer behavior.
Also, based on the online advertisement mode, individual attitude is shaped concerning
that specific brand and thus influences customers’ purchasing power. However, this attitude
shaping is based on different factors which vary across cultures. For instance, in Spain despite
the increased growth and advanced online advertisement modes, only 48% of the total population
in the country was willing to do a purchase online by the year 2015 (Wojdynski and Evans,
2016). Additionally, only 27% of the consumers returned to purchase another product online
after purchasing the first one. These findings hold despite the fact that most of the businesses had
fully followed different factors which are thought to influence consumer behavior based on
online advertisement. Therefore, this research focuses on analyzing the impacts of online
advertisement to consumer behavior.
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