Nobody downloaded yet

The role of advertising and branding within the laptop industry and its effects on consumer purchase decision in Leeds United Ki - Dissertation Example

Comments (0) Cite this document
Summary
The Role of Advertising and Branding Within the Laptop Industry and Its Effects on Consumer Purchase Decision in Leeds, United Kingdom Abstract Objective: The objective of the paper was to identify the role played by advertising in creating a strong impact on the aspect of brand loyalty by influencing brand preference and brand awareness that in turn signifies the consumer buying behaviour to a large extent…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.8% of users find it useful
The role of advertising and branding within the laptop industry and its effects on consumer purchase decision in Leeds United Ki
Read TextPreview

Extract of sample
"The role of advertising and branding within the laptop industry and its effects on consumer purchase decision in Leeds United Ki"

Download file to see previous pages It is due to the reason that the concepts largely relates to the tastes and perceptions of the customer which are quite challenging to be quantified. Results and Findings: The results obtained from the data search reveal that advertising is quite significant as an influencing factor of brand loyalty in the laptop market in the UK. However, besides effective advertising there are also various other factors that tend to create a strong impact on the brand preferences and consumer buying behaviour that in turn signifies the brand loyalty of the customers. Table of Contents Abstract 2 Chapter 1: Introduction 6 1.1.Significance of Study 9 1.2.Research Objectives 10 1.3.Research Questions 10 1.5.Overview of Chapters 12 Chapter 2: Literature Review 14 2.1. Introduction 14 2.2. Consumer Behaviour 14 2.3. The Need for a Consumer Behaviour Model 16 2.4. Model of Consumer Behaviour 18 2.5. The Major Factors of Influence on Consumer Behaviour 19 2.6. Cultural Factors 20 2.7. Social Factors 20 2.8. Personal Factors 21 2.9. Psychological Factors 24 2.10. The Buying Decision Process 24 2.11. Buyer Decision Process 25 2.12. Importance of Branding 27 2.13. Brand Loyalty and its Effect on Consumer Behaviour 28 2.14 Advertising as a Major Component to Persuade Customers 30 2.15. Role of Advertising in Building Brand Loyalty 32 Chapter 3: Research Methodology 34 3.1 Introduction 34 3.2 Research Design 35 3.2.1 Historical Research 37 3.2.2 Quantitative and Qualitative Research 37 3.3 Validity and Reliability 39 3.3.1 Qualitative Study 42 3.3.2 Data Collection 43 3.3.3 Data Analysis 45 3.4 Primary Research 47 3.4.1 Questionnaires 47 3.4.2 Interview 48 3.5 Usage of Methodologies in the Research 48 Chapter 4: Findings and Analysis 50 4.1. Overview 50 4.2. Findings and Analysis of the Obtained Data 51 4.2.1. Advertising Strategies Adopted By Laptop Companies in the UK 51 4.2.2. Impact of Brand Awareness on the Consumer Buying Behaviour 53 4.2.3. Relationship between Advertising, Brand Awareness and Brand Image 54 4.2.4. Impact of Advertising on Sales of Laptops 57 4.2.5. Influence of Age, Employment and Gender on Brand Preferences and Consumer Buying Behaviour in the Laptop Market 61 4.2.6. Advantages of Advertising from Customers Point of View 62 4.3. Summary 64 Chapter 5: Discussion & Conclusion 65 5.1. Discussion 65 5.2. Conclusion 72 5.3 Recommendation for Further Improvement 74 Chapter 6: Learning Statement 77 References 80 Bibliography 90 Questionnaire 93 Chapter 1: Introduction The basic intention of marketing is to satisfy and fulfil the need of the organisational profitability and wants of the aimed consumers. Consumer is considered as God in marketing so (Skalen & Et. Al., 2008), the process of marketing and it’s planning revolves around the consumer. Marketing helps in identifying the prospective consumers, stacking up of brand in the competitive environment and most importantly the wants and intentions while making a buying decision. Long back, almost before 35 years, Peter Drucker had viewed that it is the mission of an organisation to “create customers” (Kotler, 2000). It had been particularly pointed out that it was possible for companies to raise their revenues by 25% to 85% by attaining a decline in defections of consumers just by 5% (Reichheld & Teal, 2001). Meanwhile, from the era of 1980, the most noteworthy and ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“The role of advertising and branding within the laptop industry and Dissertation - 1”, n.d.)
Retrieved from https://studentshare.org/family-consumer-science/1429068-the-role-of-advertising-and-branding-within-the
(The Role of Advertising and Branding Within the Laptop Industry and Dissertation - 1)
https://studentshare.org/family-consumer-science/1429068-the-role-of-advertising-and-branding-within-the.
“The Role of Advertising and Branding Within the Laptop Industry and Dissertation - 1”, n.d. https://studentshare.org/family-consumer-science/1429068-the-role-of-advertising-and-branding-within-the.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Advertising and Branding
...? How are complaints about the content of advertisements investigated in the United Kingdom and how effective is the process? The violation of law through advertising has become a common phenomenon in all developed countries worldwide. The level at which this problem is addressed in each country is differentiated, in accordance with the local ethics and social perceptions on the particular activity. In Britain, the opposition of advertisements to the law has been related to their negative effects on health; in this context, advertisements that promote tobacco or unhealthy eating habits have been set under investigation...
5 Pages(1250 words)Essay
The role of advertising and branding within the laptop industry and its effects on consumer purchase decision in Leeds(united ki
...?The role of advertising and branding within the laptop industry and its effects on consumer purchase decision in Leeds (United Kingdom) Laptop vendors are highly focusing on branding and advertising to remain competitive in the industry. Hiam (2009, pp.90) argues that only the most creative advertisements attract the attention of consumers and sketch a permanent mark on the attitudes of consumers....
2 Pages(500 words)Dissertation
Assessment Tool
3 Pages(750 words)Essay
Marketing - Purchase Decision & Consumer Behaviour
...which are supposed to serve for a long time, I plan a lot before buying the product. This is not the same for the short-life and less expensive items such as food in which case I buy on impulse without planning. For the products which I do not have a specific brand which I can trust, I depend on advertisements for the buying of the various items. Advertising as Prabakaran (2012) says is one of the oldest methods of marketing which still remains relevant in the modern world. Given the above list of items bought, there are a number of factors affecting the purchasing decision process. These include: Brand According to Peter and Olson...
10 Pages(2500 words)Assignment
Point-Of-Purchase Advertising
...?POINT-OF-PURCHASE ADVERTISING When I think of instances I encountered point-of-purchase advertising, I am not reminded by brands but three kinds of products. These are cosmetics, food and magazines. I think the kind of point-of-purchase promotion for these products have are very effective based on my observation and actual experience. Every time I pay for something at a convenience store or shopping mall, my eyes always stray to the magazine rack. The colorful front covers never fail to catch my attention. What is featured on those covers is also eye-catching. While I wait for my turn with the cashier, I find myself...
3 Pages(750 words)Essay
Buyers Purchase Decision and Branding
...does not always elicit the same Buying Behaviour, as the quotation below shows. Product can shift from one category to the next. For example: Going out for dinner for one person may be extensive decision making (for someone that does not go out often at all), but limited decision making for someone else. The reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision making (What is Consumer Buying Behaviour, Types of Consumer Buying Behaviour) Effect of Brand on Buyer Purchase...
45 Pages(11250 words)Coursework
Advertising and its Effects on Childhood Obesity
...Advertising and its Effects on Childhood Obesity Samantha Sordoni July 25, Danika Novak English Composition II Advertising and its Effects on Childhood Obesity One of the most significant public health problems faced by the United States is obesity, especially in children. Obesity in children is normally caused by the lack of physical exercises, wasting most of the time on sedentary entertainments and unhealthy eating habits. Advertisements promoted by cartoon channels have always influenced children a lot, and still continue to do so. This makes young, easily excited children crave extremely low nutritious and high-calorie food. But even the television channels cannot be blamed, as they do not intend on ravaging the minds... . Most of the...
7 Pages(1750 words)Research Paper
Consumer decision
...purchasing things. Advanced Technology: In today’s world where advanced technology has taken the driving seat, it has become very confusing for consumers to make rational decisions. On one hand, where advanced technology has made things easier, for example, item search and price comparison is just a click away, it has also made it difficult to assess the products quality. Advertisements often change the actual product into something extra ordinary with the use of high tech tools which mesmerizes consumer minds and force them to make decision in favor of the product. The Word “Sale”: “Limited edition” and “one of its...
10 Pages(2500 words)Essay
The Impact of Branding on the Purchase Decision of Consumer
...depends on the consumer’s capability to recall the brand name when searching for an item. Therefore, it is important for the organizations to create awareness about its brands. Another interesting finding from the author is that a consumer makes its purchasing decision either outside or inside the store. However, in case of outside-the-store decision branding is less effective to influence the purchasing decision, but when it comes to inside-the-store decision, branding acts as one of...
12 Pages(3000 words)Essay
Impact of culture on online consumer purchase decision
...role of the internet has led the researchers to explore the factors that play an effective role in driving consumer to transact online. Culture as a factor has received limited attention. Hence, the problem statement for this proposed study is: Exploration of the role of culture on the whole in affecting the consumer purchase decision while making online transaction. The research questions of this research study are: What are the different factors that determine the culture? What is the impact of culture on the consumer buying behavior? What are the difference in the...
15 Pages(3750 words)Thesis Proposal
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Dissertation on topic The role of advertising and branding within the laptop industry and its effects on consumer purchase decision in Leeds United Ki for FREE!
Contact Us