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vel of either the need of the product itself or the ability of the product or brand to fulfill a need of the customer, thus making the customer aware of the brand/product. Consumer behavior marks the study of the way different people in any general or specific target market as they try to select the different items for purchase and what patterns are associated with buying behavior.
Today, celebrities such as TV/Movie stars, musicians and athletes are used frequently in advertisements as companies believe that they have a powerful image and can market their products well. The increase has been even more exaggerated in cosmetic companies and FMCGs. The availability of numerous advertisement channels however raises many questions for companies. They brands have to find an optimal fit between target audience, product and advertisement. To satisfy this need is the aim of this research. The research would analyze the effect the importance of Spokes Person in advertisement effectiveness. Therefore research would study the effect of Spokes person in cosmetics buying decision in various consumers, to understand and identify the different elements which can effect consumer buying decisions.
The effects of celebrity endorsement have been very positive for companies. During the ‘cola wars’ celebrity endorsement was a very important factor that defined the marketing strategy of both companies. Both were pop stars and created a very positive and hip brand perception for both their brands. This factor is even more relevant if the product being introduced is an alien product to the consumer. Consumers usually do not remember the names and brands of these items. However if the brand is associated to a celebrity then the customer can better remember the name of the product or brand. The research shows strong evidence that the purchase intent of the consumer can be greatly affected by the spokes person. This has been shown both by the positive response from the customers and
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Introduction There must be three elements of certainty present in an express trust. First, certainty of intention to create a trust must be evident. Second, identity of the subject matter of trust must be certain. Third, the beneficiaries or objects of the trust must be present.
Apart from many economic factors, one can say that non-economic forces also exist in the person’s decision of making a purchase. These factors in combination with economic factors tend to have an impact on consumers when a decision relating to a measure purchase is made.
1.1 Background Internet facility has helped individuals to communicate freely ignoring all the geographical barriers. In the modern world buyers communicate with different marketplaces and firms online. (Gay et al., 2007). E-commerce is at its zenith in the modern age, when almost all the consumers are actively participating in online shopping.
Following is the basic legal definition of intention: “A determination to perform a particular act or to act in a particular manner for a specific reason; an aim or design; a resolution to use a certain means to reach an end.”1 In criminal law, intention is defined as having a guilty mind, which is also known as mens rea.
The country of origin is the base or the country with which the brand has been said to be emerging from. The concept of brand personality refers to the tastes and preference placed by the consumers on the products.
The survey was carried out by taking into account two different countries that is Japan and China.
This study has found that both POS and job satisfaction are negatively related to turnover intentions in Chinese construction SMEs. Also, the data showed that turnover intentions could reduce job performance. However, the
patterns has always been a challenge not only for new investors who intend to enter the market but also those companies that are already established in the market. There is evidence of strong influence of culture, economic status and age group in the consumption patterns. The