Professional Documents
Culture Documents
Introduction
are all vying for consumer's loyalty. Firms are faced with the challenge to
Strategies are carefully planned and executed to gain the ultimate goal of all:
company growth. However, external factors are not the only elements which
influence growth. There are also internal factors, components working within the
now to promote products and services in a larger consumer market, there are
other factors that still need to be considered for a business organisation reach
out easier to their target market. Looking into the characteristics and thought
processes of the people still holds as the most significant factor to be looked into
by the individuals in the field of sales and marketing. The large scope of market
companies can be uncertain. In some cases, the strategy backfires and the
consumer forms a more negative opinion of the product (Perner, 2003). This
appears to be especially the case for low involvement products, where the
consumer may merely notice that something negative is being said while not
taking the time to discover the significance of this predicament and compensating
factors.
from the viewpoint of its connecting value rather than its use value It is more
imperative for the company to know how its product can provide service and
support the tribe in its very being, than how to deliver the offer to the consumer.
(Cova, B. & Cova V., 2002) Here the belief of ritual is significantly essential to
depict the way companies marketed to the in-line roller tribe ("intensive tribal
reality with permanence. Like every social relationship requires some kin of ritual
to establish and sustain it self, so too a tribe relies on rituals to pronounce its
the organisation, its people, its policies and its attitude can often be the point of
anonymous behind their brands. Consumers are more aware than ever before,
and with the proliferation of media titles and access to new media, they have
For many companies the brand is the company which means that it's
necessary to invest in the brand and the corporate reputation. But reputation has
organisation. And like all assets it has to be managed with its own disciplines,
support marketing. In good times it provides that extra bonus. In bad times it
can minimise problems. And it can help recruit better people and attract the best
business partners.
specific personality profile in product ads than to advertising claims not tailored to
specific personality profile. The study also examines the relative impact of
than are unchallenged advertising claims. The findings have implications for
literature and we have a long history surrounding the myriad of topics associated
with this concept (Plummer, 2000). However, given the vast literature present,
(Lastovicka, JL., Erich A., & Joachimsthaler, 1988) Some researchers have,
effective designs can aid in their influence (Aaker, 1997; Greengrove, 2002; Neal
similarities and differences have not achieved researchers' desired results. The
main reason for disappointing results is that research efforts have primarily
focused on profiling exercises rather than putting their endeavours into theories
personality work has tended to be weak because trait measures often have
questionable reliability, validity, and the traits investigated lacked the conceptual
relevance to the behaviour being studied (Lastovicka, John L., Erich A.,
Australian setting. The research will perform surveys in order to obtain needed
information to attain the objectives of the study. Furthermore, this study would
Objectives
This study will examine and evaluate the impact of advertising on the
study the topic area and also by getting the This research aspires to study the
topic through reviewing related articles and also by getting the insight of
The major objective of this study is to observe and determine the impact
products.
consumers.
Research Questions
credibility information, they have not compared the relative impact of presenting
personality profiles, some consumers ignore some of this information and rely
about advertised products. On the other hand, some consumers defer decisions
until the advertising claims have some credibility behind them before making
tendencies.
result in a direct effect on the response tendencies toward the brand being
tendencies.
advertising claims that are specifically tailored by their preferences that do not
H1: Individuals will find advertisements more credible where belief supporting
tendencies.
consumers. However, these studies do not shed much light on the problem of
information along with advertising claims that have been contested by the
Methodology
The research method that will be used for this study will be qualitative
method combined with descriptive method. With the subject of the study focusing
advertisement, and couple it through the use of the descriptive research method
qualitative coupled with descriptive methods are more likely to be used for the
analysis and the study of the culture and their effect on society, which makes it
the ideal method to be used for the study of their causes and effects, as well as
helps with the possibility in isolating several factors; it also helps to provide
closure with regard to the outcome of the study that focuses on qualitative
analyses backed by the statistical evidence (Anzul, Ely, Friedman et al, 1991:
210) as well as continuity that occurs within the community despite the possible
information gathered from both respondents and from the researcher's account
and notes concerning the advertisements. Gathered information will lend to the
credibility of the study and is important to isolate factors that may have affected
the success of an advertised product. Descriptive analyses will also study the
out to the correct group of people. As such, the information-gathering will then be
based on the method of the research being done and will also be utilising a
combination of both information gathered from the respondents as with the
Sample
One hundred and eighty adults who are their households' primary
metropolitan area on the West Coast. A quota sample will be used so that for
each of the three treatments, half of the respondents selected will be between
the ages of 21 and 35 years old and half of the respondents will be 35 years of
age and older. This procedure will be used to ensure that there is sufficient
participate.
Design
For the research design, the use of survey and interview questionnaires
that were presented. This is to ensure that the questions that will be asked from
the respondents will be able to yield the necessary information for the formulation
of the conclusion. Along with a letter to the respondents, the questionnaire will
contain the following: the first part is for knowing the basic characteristics of the
respondents for their identification; the second part focuses on the perceived
methods that the product uses for addressing the needs of their target
consumers; the third focuses on the consumers' preferences and loyalty with
regards to information on the product; finally, the fourth is on the effects of the
from the respondents and will assist in putting together an assessment of the
As discussed, the method of analysis that this study will be using is based
characteristics and the consumer behaviours especially based on the media that
presents the product. Since the products are being advertised using several
medias that will be included in this study, limited however to television and
impact the different classes. The primary method of analysis that will be used for
this study, however, will be focused on the information gathered from the
and notes were taken that helped in finding information that related primarily to
the consumer behaviour and how culture affects the choices that the customers
One of the problems that the researcher must deal with is to ensure that
biases will not be given to the study; as the information will be based primarily on
the information gathered from the literatures, which are secondary sources, this
may be a problem that the researcher may face. As such, the researcher will
then strive to ensure that the method of information analysis will be conducted in
a very objective manner, and will not in any way affect the outcome of the study.
Two brands from each of the following product categories will be selected:
computers, automobiles, soup, clothing, and beverage. For each category, one of
the brands will make an advertising claim that has been contested by a
consumer group or the Government, and one of the brands will make an
advertising claim that is uncontested.
information as the brand with the contested advertising claim will be selected for
Procedures
Before data collection will begin, a pilot test will be conducted at one of the
mall intercepts where the surveys will be administered. Five subjects will be
recruited and each subject will be taken to an office in the mall where the
questionnaire can be administered. This will flush out any problems encountered
Each subject will be brought into an office and an explanation and purpose
of the study and the procedure will be given as follows. "This study involves your
showing you these advertisements and asking you a number of questions about
Then, each participant will be given a copy of each stimulus and told to
look at the material for as long as desired. Once the participant is finished looking
at the stimulus, the information will be removed and a series of questions will be
sureness, certainty, persuasion, and good will towards others. For example, the
disagree that the product in the ad is believable." Accordingly, the same question
Each respondent would be shown a card with the scale points listed from
one (strongly disagree) to five (strongly agree). This procedure could be repeated
for each of the nine attributes. However, the statement could be reworded
give a number between one and five that indicated how strongly they agreed or
disagreed that the advertisement, using soup as an example, "is low in fat" or
Next, the respondent could be shown a second stimulus (ad) and asked to
rate the product on the same nine credibility-related attributes, using the same
five-point scale. The process would continue for the five product categories. After
exposure to ten stimuli and after all belief ratings were obtained, a count would
their shopping habits, such as the importance and use of credibility information.
Ethical Consideration
solely responsible for conducting the whole research process and shall abide all
the policies regarding the organisation as well as the university. The data will not
done according to the guidelines and rules and regulations of the university. The
researcher does not belong to any professional bodies to share the outcome of
the research results. The four stages of ethics in doing research are followed by
the way of a good design, modes of data collection, analysis of data and for
There will be no Coercion or force to take advantage from the informants. Full
voluntary guarantee will be taken from the informants. Due consideration and
approval will be taken from the organisation which is being studied. Prior