Impact of Advertising on Consumer Behaviour : Primark
Added on 2020-06-06
21 Pages4247 Words106 Views
RESEARCH PROJECT
Table of Contents1.1 INTRODUCTION.....................................................................................................................11.2 BACKGROUND.......................................................................................................................11.3 LITERATURE REVIEW..........................................................................................................21.4 AIMS AND OBJECTIVES.......................................................................................................4RESEARCH METHODOLOGY.....................................................................................................4Research Design..........................................................................................................................4Research Philosophy...................................................................................................................5Research Type.............................................................................................................................5Research Approach....................................................................................................................5Research Strategy........................................................................................................................5Research Techniques ..................................................................................................................5Sampling.....................................................................................................................................5Research Question.......................................................................................................................61.5 GANTT CHART.......................................................................................................................62.1 RESOURCES............................................................................................................................72.2 QUESTIONNAIRE...................................................................................................................82.3 DATA AND RELATION VARIABLE.....................................................................................93.1 DATA COLLECTION METHOD............................................................................................93.2 DATA ANALYSIS....................................................................................................................93.3 CONCLUSION AND RECOMMENDATIONS....................................................................15REFERENCES..............................................................................................................................17
TITLE:To identify the impact of Advertising on consumer behaviour: A case study ofPrimark.1.1 INTRODUCTIONIn the era where a lots of businesses exists in the market and the reason behind this is theglobalisation. Companies have to face a lot of competition in their particular segment becausethere are lots of firms which are delivering the same kind of product and services to thecustomer. But the question which arises here is that how they can reach a larger number ofconsumer, the answer to this dilemma is “advertising”. According to Wei and Lu (2013)advertising is a paid form of promotion and is part of the marketing. With the help of this theycan built a relation with their target audiences and it also assist them in delivering their conceptin the market. So firms needs to make sure that they design their advertising campaigns throughkeeping interest of people in mind. With this they convince people that why they should buytheir product. In this particular research qualitative analysis is carried out along with theinterpretation primary data through quantitate analysis which helps in finding out various resultswhich conclude to the influence of advertising on consumer behaviour. The company can takeadvantage of this research in targeting their customer by brining higher efficiency in theiradvertisement plans.1.2 BACKGROUNDIn the present marketing scenario advertising plays significant role in conveying themessage of company to large number of people which may be prospective customers fro brandand later on can become loyal customer. The large companies are involved developing effectiveadvertisement campaign in order to attract large number of customer base towards the enterpriseproducts and services through influencing their behaviour, decisions and activities according tothe behaviour, interests and perception of people. As per views of Rahbar and Abdul Wahid(2011) consumer behaviour can be defined as the attitude, perception of individual towardparticular products services etc. This can be influenced by advertisement programme ofcompany and the organisation can influence buying behaviour of the prospective user to largeextent through their promotional tools. Advertisement is an promotional tool which can be anaudio or video mode of communication to attract large number of customer base towardscompany products, services, concepts or idea. Primark is enormously engaged in developing1
effective advertisement programme in order to achieve their company targets throughinfluencing consumer buying behaviour and attitude, percepShirin, K and Kambiz, H. H.,2011.tion towards brand image.1.3 LITERATURE REVIEWIn the literature review various previous studies are considered by researcher in order todevelop appropriate finding related to research topics. Literature review is carried out throughstudy of various research plan, other writing, article, journal, books and magazines to develop anhuge secondary data collection in order to develop facts which defines relation between theadvertising and the consumer behaviour towards the purchase of company products andservices. As per views of Wu and Wang (2011) literature review helps in developing variousfacts which defines the influencing of advertising programme of company to the buying decisionof an consumer. There are numerous of studies made on the consumer behaviours and the role ofadvertisement in influencing the customers attitude and perception towards a particular productservices, concept or idea of organisation. As per the views of Halvorsen, K and et. al., (2013)advertisement can be stated as non personal communication message which is paid form ofcommunicating media to spread awareness about brand product and brand image etc.Advertising are communication and promotional tools used by origination in order to attractlarge number of consumer through targeting their behaviour and responses towards particularproducts and services. The Primark is engaged in developing effective advertisement whichbring higher recall add, brand recognition ads which is having considerable role in influencingthe buying behaviour of person, the Primark is engaged in delivery of large numbers of productsaffecting the attitude and thinking of people. This is considered as use of various promotionaltools in order to attract the customer toward brand products and convert them loyal towards thecompany services. The advertisement campaign of the Primark developed effectively accordingto the taste and preferences of the consumers.As stated by Hsin Chang, Rizal and Amin (2013) the consumer behaviour can be definedas the response and action of an individual according to his perception, taste, choices withrelation to the different company products. The consumer behaviour is the study of grouporganisation decisions related to a particular products, services and ideas. This is the response ofan person acting according to his personal development, attitude and perception towards a2
particular product. Primark is targeting the various needs and wants of different segment of themarket customer through different advertisement campaign. The perception of an consumer isaffected by the product quality, brand image, effectiveness of advertisement. Message conveyedthrough they promotional plan. All these factors regulate their choices and purchase decision ofparticular individual with relation to the company products. Consumer behaviour defines thesatisfaction level of the customer with the quality and features of the products.As defied by Albayrak and et. al., (2011) there are many benefits of effectiveadvertisement in the marketplace. This largely contribute in countering the influence of othercompetitors products sake to large extent. In today scenario the advertising is having greatimportance in maintaining continuous sales in highly competitive market. Advertising campaignof an company can helps in building good brand image in mind of the prospective customersand helps in act confidently in the changing market trends. This is benefits to the companyprofitability as advertisement messages and also helps in inspiring the prospective consumer tobecome the current consumer of the brand image in marketplace. The advertisement alsocontribute in higher brand loyalty. The message conveyed through an advertisementpromotional tools helps in reflecting the values of the company to large number of audiences.Primark is is highly engaged in developing various advertisement in order to build an large loyalcustomer base for the sales of company. The company is using various told of advertising like,banners, fashion magazines, television advertisements or online advertising. These all toolsconvey the message of the company to large number of people which largely influence thebuying behaviour of customers.According to Shirin and Kambiz (2011) branding is an important benefits of theadvertisement the good advertisement helps in strengthening the brand value of company amongcustomers of company. This helps in reacting to the different uncertain conditions inmarketplace confidently and developing effective marketing plan by garbing variousopportunities available in market0place. Advertisement reflects the ideas of business and conveyan direct image to the prospective customer, Advertisement of Primark also helps in attractingvarious consumers towards the organisation products. The organisation is engaged in deliveringvarious types of products like fashion clothing, housewares and cosmetics through targetingdifferent segment of the communities and marketplace. So, in order to attract youngster thecompany is using online advertisement campaign through developing ads on social networking3
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