IMPACT OF ADVERTISEMENT ON CONSUMER BUYING BEHAVIOUR Introduction: Being part of marketing process‚ advertising is nowadays rampant in every organization. In order for an organization to be successful‚ major chunks of their capital have to be invested in making advertisements. No company can become a market leader if they do not invest a lot in their promotion (Hussainy et al.‚ 2008). The fact cannot be denied of advertising‚ being taken as another effective approach towards gaining competitive
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The Power of Packaging Alice Louw & Michelle Kimber The Customer Equity Company* In recent years packaging has developed well beyond its original function as merely a means of product protection and now plays a key marketing role in developing on shelf appeal‚ providing product information and establishing brand image and awareness. As packaging’s role in the marketing mix gains momentum‚ so research into this arena becomes increasingly important. Given the potential for packaging to successfully
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Importance of Product Packaging in Marketing Whether you’re getting ready to create packaging for a product you’re selling or you’re considering changing the packaging of an existing product‚ you may be wondering if the appearance of a product’s package is important. Many product providers may think that the product and its performance is more important than what the packaging looks like‚ but the product packaging can play a role in the success or failure of the sales of the product. The purpose
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Introduction Consumer behaviour is defined as the behaviour that consumers display in seeking‚ purchasing‚ using‚ evaluating and disposing of products and services that they expect will satisfy their personal needs. Consumer behaviour includes how consumers think (their mental decisions) and feel‚ and the physical actions that result from these decisions (the purchase). [7] Abraham Maslow’s "hierarchy of needs" theory identifies the higher-order needs (ego needs and self-actualisation) and lower-order
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“THE IMPORTANCE OF THE BRAND NAME ON CONSUMER PURCHASE DECISION” Dissertation Submitted in partial fulfillment of the requirement for Post Graduate Program in Business Management. ISB&M Logo 2006-2008 Guide By - Banasree Paul Sovan Nandi Roll No.-p/mn/c/06/043 This is to certify that the present study‚ “THE
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ESSAY BUY CHOCOLATE ONLINE? TRY GODIVA.COM THE BUSINESS OPPORTUNITY The demand for high-quality chocolate has been increasing rapidly since the early 1990s. Several local and global companies are competing in this market. Godiva Chocolatier is well known international company based in New York whose stores can be found in hundreds of malls worldwide. The company was looking for ways to increase its sales‚ and after rejecting the use of a CD-ROM catalog‚ it had the courage to try online sales
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Packaging Definition: The wrapping material around a consumer item that serves to contain‚ identify‚ describe‚ protect‚ display‚ promote and otherwise make the product marketable and keep it clean. Packaging and brand are “partners” of every product. Packages of products are like clothes that can flatter one’s figure or make one look fat. People wear clothes that fit them‚ or make them feel comfortable and attractive. Packaging is more than just your product’s pretty face. Your package
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Country of origin‚ consumer ’s Perception and Brand Image Introduction The impact of country of origin (COO) on the consumer ’s perception of products has been one of the most widely studied areas of international marketing. Increasing globalization of today ’s business has resulted in unprecedented problems for manufacturers‚ marketers‚ and consumers (L. Y. Lin & Chen‚ 2006). The country of origin (where a product is made) touches both consumer evaluations of the product as well as the firm
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to simplify their purchase decisions. In addition to brand image‚ there are other factors that contribute to consumer purchase decision-making such as price of the products‚ servicescape and so on. Through the identification of the ‘Management Decision Problem’; Hypotheses and Research Objectives were developed based on the THREE independent variables identified in the Conceptual Schema earlier. These factors will in a way affect the purchase intentions and decisions of consumers in the automotive
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different meaning of culture which initially influences consumption pattern of individual. Subconsciously consumer has perceived different meaning for different color. Based on which different products are branded. Color also has effect on product‚ price and in perceive value. Color also influence perceive perception of consumer. Well manage color can influence consumption decision but direct conscious impact of color is sometime perceive irrelevant. But subconsciously color has high implication in consumption
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