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Impact of Persuasive Advertisements on Consumer Buying Behavior Towards Health Related Products.

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Impact of Persuasive Advertisements on Consumer Buying Behavior Towards Health Related Products.
| RESEARCH PROPOSAL FORMAT | | Research Title: | | Impact of persuasive advertisements on consumer buying behavior towards health related products. | Introduction: | | This thesis is about the study of consumer buying behavior towards health related product and their perceptions after watching advertisements and then make their decisions whether to purchase the product or not. This will help to find out the most important factors which can affect the buying behavior of the consumer while purchasing and on the other hand it will help the marketer to improve their marketing methods as well.It will facilitate marketer to analyze the perception and buying behavior of the consumer’s for the advertisements of health related products. As consumer always show extra care before buying the products which are related to their health because sometimes side effects comes from those product or may be they hit directly to their health. So, advertisement must convey the proper and accurate information to create the relationship with the customers. In this 20th century it becomes very difficult and impossible to convey or advertise the product without using the advertisements. Consumer can use different channels & websites without any difficulty to get information and make their decisions to buy the products. Consumer always wanted to know what they are using before buying they made some perceptions which you can say post purchase behavior of the consumers. Marketers must have to produce reliable products. Sometimes sellers highlight and making false praise about product characteristics and does not expose real information. They pretend to sell the best quality and reliable products but they don’t fulfill those requirements (Chakraborty, & Harbaugh, 2012).Persuasive advertisements also effect the human behavior. As they see many persuasive messages in one day through T.V commercials, billboards and also by using internet. So, a single


References: | | Agarwal, P, K. ,Kumar, M. , & Kumar, P. (2012), Impact Of Celebrity Endorsement In Advertisement On Customer Buying Patterns, International Journal of Research in Management, Economics and Commerce, Vol. 2, 17 – 31.Klucharev,V. ,Smidts,A. & Ferna´ndez,G. , (2008), Brain Mechanisms Of Persuasion: How ’ExpertPower’ Modulates Memory And Attitudes, Journal of marketing management, 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. & Harbaugh,R. , (2012), Persuasive Puffery, Journal of economics, Vol. 5, 1 - 35Russo, J, E. , & Chaxel, A, S. , (2010), How Persuasive Messages Can Influence Behavior Without Awareness, Journal of consumer psychology, Vol. 20, 338-342.Zain-Ul-Abideen, & Saleem, S. , (2011), Effective Advertising And Its Influence On Consumer BuyingBehavior, European Journal of Business and Management, Vol. 3, 55 – 66.Pechmann, C. & Reibling, E, T. , (2006), Antismoking Advertisements for Youths: An Independent Evaluation of Health, Counter-Industry, and Industry Approaches, American Journal of Public Health, Vol 96, No. 5, 906 – 913. |
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