Consumer Buying Behavior Towards Health Related Products Essay Sample
This thesis is about the survey of consumer purchasing behaviour towards wellness related merchandise and their perceptual experiences after watching advertizements and so do their determinations whether to buy the merchandise or non. This will assist to happen out the most of import factors which can impact the purchasing behaviour of the consumer while buying and on the other manus it will assist the seller to better their selling methods every bit good. It will ease seller to analyse the perceptual experience and purchasing behaviour of the consumer’s for the advertizements of wellness related merchandises. As consumer ever show excess attention before purchasing the merchandises which are related to their wellness because sometimes side effects comes from those merchandise or may be they hit straight to their wellness. So. advertizement must convey the proper and accurate information to make the relationship with the clients. In this twentieth century it becomes really hard and impossible to convey or publicize the merchandise without utilizing the advertizements.
Consumer can utilize different channels & A ; web sites without any trouble to acquire information and do their determinations to purchase the merchandises. Consumer ever wanted to cognize what they are utilizing before purchasing they made some perceptual experiences which you can state post purchase behaviour of the consumers. Sellers must hold to bring forth dependable merchandises. Sometimes Sellerss highlight and doing false congratulations about merchandise features and does non expose existent information. They pretend to sell the best quality and dependable merchandises but they don’t fulfill those demands ( Chakraborty. & A ; Harbaugh. 2012 ) . Persuasive advertizements besides consequence the human behaviour. As they see many persuasive messages in one twenty-four hours through T. V commercials. hoardings and besides by utilizing cyberspace. So. a individual positive and valuable advertizement can take the advertizers to retain consumers and construct long term relationship as good ( Klucharev. Smidts. & A ; Ferna’ndez. 2008 ) . Marketers use different sorts of ways to carry and one of the most of import tool to carry is advertizements. They persuade the consumers purchasing behaviour by famous person indorsement to take and buy the merchandise. In past few old ages famous person indorsement making a large impact on consumers mind to purchase merchandises.
Celebrities can do positive and good image for the branded merchandises. They besides help to construct the image of the trade name ( Agarwal. Kumar. & A ; Kumar. 2012 ) . The rapid increasing demand of cyberspace increased the on-line purchasing. Now consumer can buy the merchandises online where of all time they live. They have easy entree to the cyberspace. The most beforehand and advanced electronic tool is make life more comfy. They can merely buy or order the merchandises online. ( Salehi. 2012 ) . Childs asked to propose their behaviour after watching anti smoke ads and they showed negative response for the advertizements of harmful merchandises. By these ads young person is acquiring dependence for these merchandises which will take them to endure from diseases. This research besides proposes to demo how consciousness can be created for the control of anti smoke wonts. It besides tells hoe childs suffers and give some moral illustrations to cut down the usage of these sorts of merchandises as good which creates unfavourable impact on young person ( Pechmann. & A ; Reibling. 2006 ) . Ads helps to choose the determination of the experts and acquire their sentiments excessively. Without consciousness or acquiring proper & A ; equal information a message can non be delivered efficaciously.
The attitude for a merchandise can easy be altered by giving consciousness of the merchandise with the aid of a persuasive message ( Russo. & A ; Chaxel. 2010 ) . It creates the apprehension that whether the web sites are truly carrying the consumers or non? Comprehension can be increase or better in different ways. It may be through T. V. print & A ; wireless. All of them are the best tools to give clear message and comprehension. Buying connotations can be alteration after acquiring equal comprehension. If the comprehension is giving better understanding to consumers. they will believe to see your trade name or merchandise by buying it ( Macias. 2003 ) . Ads and communicating can be promoted by many ways. Mass-communication is one the most of import tool now a yearss. Through this a simple cognition can be build easy by the sellers. Now the usage of digital media helps the consumer to choose any sort of merchandise to purchase. They have power and cognition of what to purchase. where to by & As ; from whom to purchase. Mostly consumers get cognizant about the merchandises through digital media and with the aid of thif they make their determination to buy ( Zain-Ul-Abideen. & A ; Saleem. 2011 ) . | Statement of the Problem:
It is the survey to acknowledge the different persuasive tools & A ; processs for publicizing the merchandises related to the wellness and how it influence and bring on the clients to do determinations for buying the merchandise. | Model/Framework to be used:
DEPENDENT INDEPENDENT VARIABLE VARIABLE Persuasive Ads
Consumer Buying Behavior
Variable to be Studied:
Dependent Variable: * Consumer Buying BehaviorIndependent Variable: * Persuasive Ads * Emotional Appeal * Celebrity Endorsement * Fear| Proposed Research Hypothesis:
H1 = Persuasive advertizements have important impact on consumer purchasing behaviour. H2 = The higher being of emotional entreaty in persuasive advertizements significantly impact on consumer purchasing behaviour. H3 = The higher being of famous person indorsement in persuasive advertizements significantly impact on consumer purchasing behaviour. H4 = The higher being of emotional entreaty & A ; famous person indorsement in persuasive advertizements significantly impact on consumer purchasing behaviour. | Sources of Information:
Primary beginning: * Questionnaire holding sample size of 250 * Observations * InterviewsSecondary beginning: * Articles of different diaries * Websites * Books * Reviews| Sampling Technique & A ; Procedure:
A simple random ( non-systematic ) sample of 250 consumers will be requested to make full up the questionnaires. | Sample Size:
Method of Data Collection & A ; Procedure:
Questionnaire will be given to those who purchase wellness related merchandises after watching persuasive advertizements & A ; besides do on-line purchasing. Research will be conducted in the Karachi metropolis. For analysing & A ; proving Statistical Package for Social Sciences ( SPSS ) will be use. | Instrument/s of Data Collection:
Questionnaire is the instrument which will utilize for informations digest. The variables used in this survey will be considered while doing the questionnaire. | Statistical Trials to be used:
Simple Linear Regression.
Possible Research Findingss:
By look intoing. it is observed that the possible research determination would be demoing a important relationship between persuasive advertizements & A ; Consumer behaviour. In the same manner famous person indorsement. fright & A ; emotional entreaty may hold a positive impact on consumer behaviour. On the other manus famous person indorsement. fright & A ; emotional entreaty may hold a negative impact on consumer behaviour.
List of Mentions:
Agarwal. P. K. . Kumar. M. . & A ; Kumar. P. ( 2012 ) . Impact Of Celebrity Endorsement In Advertisement On Customer Buying Patterns. International Journal of Research in Management. Economicss and Commerce. Vol. 2. 17 – 31. Klucharev. V. . Smidts. A. & A ; Ferna?ndez. G. . ( 2008 ) . Brain Mechanisms Of Persuasion: How ’ExpertPower’ Modulates Memory And Attitudes. Journal of marketing direction. Vol. 3. 353 – 356. Salehi. M. . ( 2012 ) . Consumer Buying Behavior towards Online Shopping Stores in Malaysia. International Journal of Academic Research in Business and Social Sciences. Vol. 2. No. 1. 393 – 402. Macias. W. . ( 2003 ) . A Preliminary Structural Equation Model Of Comprehension And Persuasion Of Interactive Advertising Brand Web Sites. Journal of Interactive Advertising. Vol. 3. 36 – 48Chakraborty. A. & A ; Harbaugh. R. . ( 2012 ) . Persuasive Puffery. Journal of economic sciences. Vol. 5. 1 – 35Russo. J. E. . & A ; Chaxel. A. S. . ( 2010 ) . How Persuasive Messages Can Influence Behavior Without Awareness. Journal of consumer psychological science. Vol. 20. 338-342. Zain-Ul-Abideen. & A ; Saleem. S. . ( 2011 ) . Effective Ad And Its Influence On Consumer BuyingBehavior. European Journal of Business and Management. Vol. 3. 55 – 66. Pechmann. C. & A ; Reibling. Tocopherol.
T. . ( 2006 ) . Antismoking Ads for Young persons: An Independent Evaluation of Health. Counter-Industry. and Industry Approaches. American Journal of Public Health. Vol 96. No. 5. 906 – 913. |