The Role Of Using Peripheral Cues
Added on 2020-01-28
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The role and impact of using peripheral cues such
as cartoon characters in adverts and its influence
on customer's purchase decisions
1
as cartoon characters in adverts and its influence
on customer's purchase decisions
1
ACKNOWLEDGEMENT
I am thankful to all those individuals who have provided guidance and assistance as well to
accomplish the dissertation. Firstly, I owe my thanks to mentor who gave me chance to undertake
this dissertation and motivate me to do it in ethical manner. Furthermore, I am thankful to my team
members, family and friends who helped me in all possible settlements. This leads successful
finishing point of dissertation and achievement of meaningful results.
2
I am thankful to all those individuals who have provided guidance and assistance as well to
accomplish the dissertation. Firstly, I owe my thanks to mentor who gave me chance to undertake
this dissertation and motivate me to do it in ethical manner. Furthermore, I am thankful to my team
members, family and friends who helped me in all possible settlements. This leads successful
finishing point of dissertation and achievement of meaningful results.
2
ABSTRACT
Aim: The role and impact of using peripheral cues such as cartoon characters in adverts and its
influence on customer's purchase decisions: A study on Indian people residing in the UK.
Methodology: For carried out the following research with the intention of achieve the aim of the
study, the researcher has been selected the various research methodology. The descriptive research
design has been used in the investigation. The qualitative research type has been selected for meet
the objectives of the present study. The suitable research philosophy for the present study has been
interpretivism. The researcher has been chosen inductive research approach for achieve the aim of
the study. On the other hand, primary and secondary data collection methods have been used in the
following research. A questionnaire has been prepared to meet the objectives of the investigation.
The probabilistic random sampling has been preferred by the scholar where the samples size has
been 50 and the sample population has Indian people who are residing in the UK. The preferred age
group for the investigation has 15 to 30 years. The thematic data analysis method has been used for
evaluate the collected data and reach at appropriate outcomes.
Results: From the primary information, the researcher has analyzed that there is a strong
relationship between peripheral cues and its impact over the consumer buying decisions. Indian
customers have carried out positive attitude towards animated cartoon characters based ads. Most of
the respondents have thought that cartoon based advertisements have able to convince them to buy
the products and services of the companies. Along with this, Indian people residing in the UK have
wanted to try goods after influencing from peripheral cues ads.
Conclusion: The researcher has been determined that there has an important role played by
peripheral cues such as cartoon characters in adverts and it has influenced on customer's purchase
decisions
3
Aim: The role and impact of using peripheral cues such as cartoon characters in adverts and its
influence on customer's purchase decisions: A study on Indian people residing in the UK.
Methodology: For carried out the following research with the intention of achieve the aim of the
study, the researcher has been selected the various research methodology. The descriptive research
design has been used in the investigation. The qualitative research type has been selected for meet
the objectives of the present study. The suitable research philosophy for the present study has been
interpretivism. The researcher has been chosen inductive research approach for achieve the aim of
the study. On the other hand, primary and secondary data collection methods have been used in the
following research. A questionnaire has been prepared to meet the objectives of the investigation.
The probabilistic random sampling has been preferred by the scholar where the samples size has
been 50 and the sample population has Indian people who are residing in the UK. The preferred age
group for the investigation has 15 to 30 years. The thematic data analysis method has been used for
evaluate the collected data and reach at appropriate outcomes.
Results: From the primary information, the researcher has analyzed that there is a strong
relationship between peripheral cues and its impact over the consumer buying decisions. Indian
customers have carried out positive attitude towards animated cartoon characters based ads. Most of
the respondents have thought that cartoon based advertisements have able to convince them to buy
the products and services of the companies. Along with this, Indian people residing in the UK have
wanted to try goods after influencing from peripheral cues ads.
Conclusion: The researcher has been determined that there has an important role played by
peripheral cues such as cartoon characters in adverts and it has influenced on customer's purchase
decisions
3
TABLE OF CONTENTS
ACKNOWLEDGEMENT....................................................................................................................2
ABSTRACT.........................................................................................................................................3
CHAPTER 1: INTRODUCTION.........................................................................................................6
1.1 Background.................................................................................................................................6
1.2 Rational of the study...................................................................................................................6
1.3 Research aim and objectives.......................................................................................................7
1.4 Research questions......................................................................................................................7
1.5 Significance of study..................................................................................................................7
1.6 Structure of the study..................................................................................................................8
CHAPTER 2 LITERATURE REVIEW.............................................................................................10
2.1 Introduction..............................................................................................................................10
2.2 Peripheral cues in advertising: A brief history..........................................................................10
2.3 Concept of Peripheral cues.......................................................................................................11
2.4 Reasons of using peripheral cues in advertisement preparation...............................................12
2.5 Concept of consumer buying behaviour...................................................................................14
2.6 Role of peripheral cues in influencing customers purchase decisions.....................................16
2.7 Theories and models that able to define Cognitive Responses of the customers to an
Advertisement.................................................................................................................................17
2.8 Conclusion................................................................................................................................18
2.9 Literature gap............................................................................................................................18
CHAPTER 3: RESEARCH METHODOLOGY................................................................................19
3.1 Introduction..............................................................................................................................19
3.2 Research philosophy.................................................................................................................19
3.3 Research design........................................................................................................................19
3.4 Research approach....................................................................................................................20
3.5 Research type............................................................................................................................21
3.6 Data collection..........................................................................................................................21
3.7 Sampling techniques.................................................................................................................21
3.8 Sampling...................................................................................................................................22
3.9 Data analysis.............................................................................................................................22
3.10 Validity and reliability............................................................................................................23
3.11 Ethical consideration...............................................................................................................24
3.12 Research limitations................................................................................................................24
ACKNOWLEDGEMENT....................................................................................................................2
ABSTRACT.........................................................................................................................................3
CHAPTER 1: INTRODUCTION.........................................................................................................6
1.1 Background.................................................................................................................................6
1.2 Rational of the study...................................................................................................................6
1.3 Research aim and objectives.......................................................................................................7
1.4 Research questions......................................................................................................................7
1.5 Significance of study..................................................................................................................7
1.6 Structure of the study..................................................................................................................8
CHAPTER 2 LITERATURE REVIEW.............................................................................................10
2.1 Introduction..............................................................................................................................10
2.2 Peripheral cues in advertising: A brief history..........................................................................10
2.3 Concept of Peripheral cues.......................................................................................................11
2.4 Reasons of using peripheral cues in advertisement preparation...............................................12
2.5 Concept of consumer buying behaviour...................................................................................14
2.6 Role of peripheral cues in influencing customers purchase decisions.....................................16
2.7 Theories and models that able to define Cognitive Responses of the customers to an
Advertisement.................................................................................................................................17
2.8 Conclusion................................................................................................................................18
2.9 Literature gap............................................................................................................................18
CHAPTER 3: RESEARCH METHODOLOGY................................................................................19
3.1 Introduction..............................................................................................................................19
3.2 Research philosophy.................................................................................................................19
3.3 Research design........................................................................................................................19
3.4 Research approach....................................................................................................................20
3.5 Research type............................................................................................................................21
3.6 Data collection..........................................................................................................................21
3.7 Sampling techniques.................................................................................................................21
3.8 Sampling...................................................................................................................................22
3.9 Data analysis.............................................................................................................................22
3.10 Validity and reliability............................................................................................................23
3.11 Ethical consideration...............................................................................................................24
3.12 Research limitations................................................................................................................24
CHAPTER 4: DATA ANALYSIS.......................................................................................................25
4.1 Introduction..............................................................................................................................25
4.2 Data analysis.............................................................................................................................25
CHAPTER 5: CONCLUSION...........................................................................................................46
5.1 Conclusion................................................................................................................................46
5.2 Recommendation......................................................................................................................48
REFERENCES...................................................................................................................................50
APPENDIX........................................................................................................................................53
4.1 Introduction..............................................................................................................................25
4.2 Data analysis.............................................................................................................................25
CHAPTER 5: CONCLUSION...........................................................................................................46
5.1 Conclusion................................................................................................................................46
5.2 Recommendation......................................................................................................................48
REFERENCES...................................................................................................................................50
APPENDIX........................................................................................................................................53
CHAPTER 1: INTRODUCTION
1.1 Background
In everyday life, a person is surrounding with different advertisements that can be digital or
printed media. At the time of browsing internet, advertising campaigns and slogans can be found
very easily. Along with this, companies ads also seen on smart phones, television, radios,
newspapers etc. With the passing of time, advertisers have taken one more steps in the direction of
to make the advertising more effective and attractive. They have started to place them at bus stops,
metro stations, buildings, train stations, road billboards etc. By using of such kind of unique and eye
catching advertising strategies, organizations are always trying to communicate their message to the
target customers (Carrington, Neville and Whitwell, 2010).
At the time of creating advertising, there are several variables that needed into the
consideration. The goal of preparing an ad is to promote the sales of the services or products. It is
considering as a unique and diverse form of communication that try to persuade consumers to buy a
particular service or a product. In the recent time, firms are trying to grab the attention of the service
users with visual stimulation, convincing slogans, peripheral cues such as cartoon characters,
explicit messages, celebrities etc. The roles of peripheral cues in advertisements are increasing
because of gain huge attention of target consumers. This strategy adopts by the firms to make the
ads more creative, unique and attractive. Cartoon animations are very powerful tool for both offline
and online companies (Fan and Li, 2010). Whenever marketers select an animated character that
can raise the sales of goods of the businesses than it’s actually represents a strong brand image of
the association in front of the end users. It creates a broad appeal to the customers to buy the
commodities and services of the enterprises and assists in generating awareness in consumers
towards a particular brand.
The present study is based on the role and impact of using peripheral cues such as cartoon
characters in adverts and its influence on customer's purchase decisions. To carry out the following
investigation in the right manner, different organizations examples are taking into the consideration.
In the UK, there are many of the companies which are recently using cartoon characters to attract
the services users and give a good hike to the sales of services and goods.
1.2 Rational of the study
Peripheral cues are considering as a most important advertising tool by the UK companies.
Most of the time, the message or information an organization wants to deliver are not effectively
communicated to the customers. The advertising mediums such as newspaper, TV, radio, digital
platform etc that they are using is not that effective which can able to quick deliver the main content
1.1 Background
In everyday life, a person is surrounding with different advertisements that can be digital or
printed media. At the time of browsing internet, advertising campaigns and slogans can be found
very easily. Along with this, companies ads also seen on smart phones, television, radios,
newspapers etc. With the passing of time, advertisers have taken one more steps in the direction of
to make the advertising more effective and attractive. They have started to place them at bus stops,
metro stations, buildings, train stations, road billboards etc. By using of such kind of unique and eye
catching advertising strategies, organizations are always trying to communicate their message to the
target customers (Carrington, Neville and Whitwell, 2010).
At the time of creating advertising, there are several variables that needed into the
consideration. The goal of preparing an ad is to promote the sales of the services or products. It is
considering as a unique and diverse form of communication that try to persuade consumers to buy a
particular service or a product. In the recent time, firms are trying to grab the attention of the service
users with visual stimulation, convincing slogans, peripheral cues such as cartoon characters,
explicit messages, celebrities etc. The roles of peripheral cues in advertisements are increasing
because of gain huge attention of target consumers. This strategy adopts by the firms to make the
ads more creative, unique and attractive. Cartoon animations are very powerful tool for both offline
and online companies (Fan and Li, 2010). Whenever marketers select an animated character that
can raise the sales of goods of the businesses than it’s actually represents a strong brand image of
the association in front of the end users. It creates a broad appeal to the customers to buy the
commodities and services of the enterprises and assists in generating awareness in consumers
towards a particular brand.
The present study is based on the role and impact of using peripheral cues such as cartoon
characters in adverts and its influence on customer's purchase decisions. To carry out the following
investigation in the right manner, different organizations examples are taking into the consideration.
In the UK, there are many of the companies which are recently using cartoon characters to attract
the services users and give a good hike to the sales of services and goods.
1.2 Rational of the study
Peripheral cues are considering as a most important advertising tool by the UK companies.
Most of the time, the message or information an organization wants to deliver are not effectively
communicated to the customers. The advertising mediums such as newspaper, TV, radio, digital
platform etc that they are using is not that effective which can able to quick deliver the main content
of act (Solomon, Russell-Bennett and Previte, 2012). This thing does not bring an improvement in
brand perception and boost conversation between the organization and its target segment. Although,
the selected advertisement methods of the firms are not able to influence the consumer purchase
decisions in a right way. So, the ineffectiveness of old advertisement techniques does not influence
the buying decisions of the end users in an appropriate manner. Hence, it becomes important for the
diverse companies to adopt a new ad formation method i.e. peripheral cue. With the help of this, it
will become easy for firms to quickly deliver messages to the customers regarding the services and
goods. Along with this, it will assist the advertisers to put the lights on the image of association and
will try to increase the number of footfall of the end users in the outlets. Further, peripheral cues
will easily share with the consumers with the large customers within the minimum time duration.
Therefore, the overall role of cartoon characters in preparing advertisement will positively influence
the customer buying decisions (Reddy and Reddy, 2010).
1.3 Research aim and objectives
Research aim and objectives of present dissertation will be as follows:
Aim:
The role and impact of using peripheral cues such as cartoon characters in adverts and its
influence on customer's purchase decisions: A study on Indian people residing in the UK.
Objectives:
To understand the role of peripheral cues in advertisement.
To determine factors affecting customers purchase decisions.
To explore the role of peripheral cues on consumer buying decisions.
To suggest the ways in which companies can use peripheral cues to influence the purchase
decisions of Indian customers residing in the UK
1.4 Research questions
1. What is the concept of peripheral cues?
2. What are the reasons of using peripheral cues in advertisement preparation?
3. Which types of roles play by peripheral cues in influencing customers purchase decisions?
4. Explain theories and models that able to define Cognitive Responses of the customers to an
Advertisement.
5. What is the relationship between peripheral cues and its impact over the consumer buying
decisions?
1.5 Significance of study
Customer buying decision is a process by which a customer goes through from it always to
brand perception and boost conversation between the organization and its target segment. Although,
the selected advertisement methods of the firms are not able to influence the consumer purchase
decisions in a right way. So, the ineffectiveness of old advertisement techniques does not influence
the buying decisions of the end users in an appropriate manner. Hence, it becomes important for the
diverse companies to adopt a new ad formation method i.e. peripheral cue. With the help of this, it
will become easy for firms to quickly deliver messages to the customers regarding the services and
goods. Along with this, it will assist the advertisers to put the lights on the image of association and
will try to increase the number of footfall of the end users in the outlets. Further, peripheral cues
will easily share with the consumers with the large customers within the minimum time duration.
Therefore, the overall role of cartoon characters in preparing advertisement will positively influence
the customer buying decisions (Reddy and Reddy, 2010).
1.3 Research aim and objectives
Research aim and objectives of present dissertation will be as follows:
Aim:
The role and impact of using peripheral cues such as cartoon characters in adverts and its
influence on customer's purchase decisions: A study on Indian people residing in the UK.
Objectives:
To understand the role of peripheral cues in advertisement.
To determine factors affecting customers purchase decisions.
To explore the role of peripheral cues on consumer buying decisions.
To suggest the ways in which companies can use peripheral cues to influence the purchase
decisions of Indian customers residing in the UK
1.4 Research questions
1. What is the concept of peripheral cues?
2. What are the reasons of using peripheral cues in advertisement preparation?
3. Which types of roles play by peripheral cues in influencing customers purchase decisions?
4. Explain theories and models that able to define Cognitive Responses of the customers to an
Advertisement.
5. What is the relationship between peripheral cues and its impact over the consumer buying
decisions?
1.5 Significance of study
Customer buying decision is a process by which a customer goes through from it always to
take a decision of buying some goods as per its needs and requirements. At the time of taking
decisions regarding purchase a product or a service, a consumer considers some essential things
(Ghani, Imran and Jan, 2011). For an organization, it becomes important to understand this concept
because to run the business in successful manner, a good understanding of end user buying
behaviour mush needed. This helps to determine what things want by the customers from a
company services. Rational and emotional are major reasons that affect the buying decisions. Along
with this, some other elements are marketing, advertisements, social and culture factors etc. In the
present time, companies of the UK are using various advertisement strategies to attract the
customers (Oakes, 2009). The most common methods are TV, radio, newspapers, digital media,
internet etc. But, in the recent time, many of the firms are starting to use peripheral cues i.e. cartoon
characters to catch the attention of the end users. For this, they are either using some famous
cartoons which are coming in different cartoon shows or creating a new one that can represent the
image and brand of the company. This concept is using by the enterprises with the aim of positively
influence the customer buying decisions. Peripheral cues are the central of focus of the people and
their role or character create an image in audience mind. To develop a good brand image, create
awareness in the community about the particular service or product, gain competitive advantages
and influence buying decision of the consumers, companies are using the idea of preparing the ads
by involving cartoon characteristics (Costa, 2010).
The present investigation will shed light on reasons of using peripheral cues in the
advertising and its impact on influencing buyer purchase decisions. This will assist the researcher to
gather primary and secondary information to determine the effectiveness of cartoon characters in
affecting buying decisions of the customers.
1.6 Structure of the study
A structure of the study assists the researchers to carry out an investigation in a systematic
manner. It provides a brief overview of a whole research and related topics that will cover during
the investigation. In the context of the present dissertation, the structure of the study is as follows:
Chapter 1: Introduction- It is the first chapter of dissertation that delivers a brief or an overview of
regarding research questions, aim and objectives. This also provides an information about the
rational and significance of the study. Background of the investigation also discusses so that readers
can clearly understand about different terms and issues related to the research.
Chapter 2: Literature review- It is the second chapter of dissertation in which different previous
studies on similar topic will be discussed by the scholar. For this, various sources will take into the
consideration such as books, journals, customer reviews for products, online articles, past research
decisions regarding purchase a product or a service, a consumer considers some essential things
(Ghani, Imran and Jan, 2011). For an organization, it becomes important to understand this concept
because to run the business in successful manner, a good understanding of end user buying
behaviour mush needed. This helps to determine what things want by the customers from a
company services. Rational and emotional are major reasons that affect the buying decisions. Along
with this, some other elements are marketing, advertisements, social and culture factors etc. In the
present time, companies of the UK are using various advertisement strategies to attract the
customers (Oakes, 2009). The most common methods are TV, radio, newspapers, digital media,
internet etc. But, in the recent time, many of the firms are starting to use peripheral cues i.e. cartoon
characters to catch the attention of the end users. For this, they are either using some famous
cartoons which are coming in different cartoon shows or creating a new one that can represent the
image and brand of the company. This concept is using by the enterprises with the aim of positively
influence the customer buying decisions. Peripheral cues are the central of focus of the people and
their role or character create an image in audience mind. To develop a good brand image, create
awareness in the community about the particular service or product, gain competitive advantages
and influence buying decision of the consumers, companies are using the idea of preparing the ads
by involving cartoon characteristics (Costa, 2010).
The present investigation will shed light on reasons of using peripheral cues in the
advertising and its impact on influencing buyer purchase decisions. This will assist the researcher to
gather primary and secondary information to determine the effectiveness of cartoon characters in
affecting buying decisions of the customers.
1.6 Structure of the study
A structure of the study assists the researchers to carry out an investigation in a systematic
manner. It provides a brief overview of a whole research and related topics that will cover during
the investigation. In the context of the present dissertation, the structure of the study is as follows:
Chapter 1: Introduction- It is the first chapter of dissertation that delivers a brief or an overview of
regarding research questions, aim and objectives. This also provides an information about the
rational and significance of the study. Background of the investigation also discusses so that readers
can clearly understand about different terms and issues related to the research.
Chapter 2: Literature review- It is the second chapter of dissertation in which different previous
studies on similar topic will be discussed by the scholar. For this, various sources will take into the
consideration such as books, journals, customer reviews for products, online articles, past research
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