How Tv Commercials Influence Consumer Cosmetic Products...

Content Abstract 2 Chapter One: Introduction and Overview 4 1.1 Research background 4 1.2 Introduction of selected case 6 1.3 Research aim and questions 10 1.4 Methods of the study 11 1.5 Research significances 11 1.6 Thesis structure 12 Chapter Two: Literature Review 12 2.1 Advertising 13 2.1.2 TV commercials 18 2.1.3 Elements of TV commercials 21 2.2 Customer behavior 23 2.2.1 Theoretical foundation 23 2.2.2 Factors influence consumers purchase decision 24 2.3 The relationship between advertising and customer behavior 26 2.3.1 The aspects influencing advertising information 26 2.3.2 Consumer response process: AIDA Model 27 2.3.3 Previous studies related to topic 29 2.3 Summery and hypotheses 31 Chapter Three:†¦show more content†¦Each respondent receives a questionnaire package that includes the questionnaire itself, a consent letter and a free gift (SK-II cosmetics samples). And each respondent is asked to fill the questionnaire there and then. All the numerical data from questionnaires are imported in SPSS 18.0, for frequencies, percentages and means. Grounded research results, the female customers are the main group of investigation (93.97%). The respondent aged 31-45 form the largest age groups (40.96%) while the ones over 60 are the smallest age groups. The monthly income of respondents is range from 3000RMB to 12000 RMB (68.66%). As well, the most respondents have bachelor educational background (45.78%). Overall, SK-II’s TV advertisements on toner products exert a moderate impact on Chinese customers’ decision of purchase (=2.98). Further, relied on AIDA modal, it could be seen that the SK-II TV advertisements influenced Chinese customer the most in the attention stage (=3.64). TV commercial elements also exert moderate influence on Chinese customers’ purchasing decision on SK-II toner products (=3.18). Specifically, SK-II’s product brands have a high impact on Chinese buyers’ toner purchasing decision (=3.18) while the company’s product presenters and persuasive messages inShow MoreR elatedConsumer Behavior and Marketing: Factors Influencing Consumer Behavior1865 Words   |  8 PagesConsumer Behavior Marketing In their process of goods and services consumption customers are influenced by different factors that marketers study in order to satisfy customer’s needs. This research made on consumer behavior is important for companies in order to successfully establish their marketing plan, to sell their products or services and also to establish a good relationship with customers. In this paper work the three factors that were chosen to describe the impact on consumer behaviorRead MoreAdvertising and Its Effect on the Demand Curve2038 Words   |  9 PagesHowever, what purpose does advertising serve for consumers and suppliers in the market? In this report, it is to examine the relationship between advertising and the market demand curve. Moreover, the impact that advertising brings toward the consumers and the company supplying the product or service. It is no doubt that peoples’ income is always limited relatively to peoples’ wants. Consumers therefore have to make choices among different products and services (Pamp;S) to satisfy their unlimitedRead MoreEffects of Advertisement on Indian Children3450 Words   |  14 Pagesaged 7-15. Methods: Cross-sectional study was conducted on children and parents with two separate independent questionnaires. 500 students from schools and 120 families are the subject of the study. Results: Rise in the sales of junk food, growth in TV ads, harmful content broadcasting, and no regulation over unhealthy food and development of bad habits among children. Conclusion:   Strict enforcement of regulations on advertisements in any form, corrective measures and a need of guidelines under theRead MoreSwot Analysis : Marketing Mix3538 Words   |  15 Pagesand use associated with cosmetics product. The found paper analyzes the make-up market, the company Avon placement in INDIA S market, pinpointing the company’s main opposition, population segmentation. After analyzing data from survey shows that most women acquires cosmetic products from Avon company, the reps role being extremely significant. Most women buy products through the catalogue, 77% of them while using the products every day, often buying the personal care products. KEY WORDS: marketingRead MoreThe Role Of Television Advertising On Lifestyle And Purchase Behavior Of Youth Of Delhi / Ncr Essay3509 Words   |  15 PagesAn analytical study on role of TV advertising in affecting lifestyle and purchase behavior of youth of Delhi / NCR. Abstract: Television is an integral part of our life and the advertisements on it play vital role in changing behavior of consumer through different techniques and patters used in it to persuade the consumers. The youth spent more time in watching television and they are deployed by the ads and satisfied too with the promise the advertisements are making with them. In this studyRead MoreBody Shop in China4288 Words   |  18 Pagesnaturally inspired, ethically produced beauty and cosmetics products. However, it has no market share in China yet. This paper provides an insightful perspective on this company and its products, as well as its competition that it may encounter in the future. The authors also point out the necessity of its impendent entry into China, supported by theoretical and practical evidence. Then, using sampling questionnaire survey, the paper explores how the Body Shop should choose its target market withRead MoreThe Impact Of Advertising On The Buying Behavior Of Youth4012 Words   |  17 Pages TABLE OF CONTENTS (Minor Variations are possible) S.No Particulars Page No 1 Introduction 3 2 Objectives of the study 4 3 Review of Literature 5 4 Research Methodology 6 5 Buying Behavior 7 6 Consumer Behavior 8 7 Questionnaire- Analysis Interpretation 9 8 Conclusion 19 INTRODUCTION Communication is the name that we give to the numerous ways that human being has for keeping in touchof others. Communication is the process of exchange of ideaRead MoreImpact of Television Advertisements on the Buying Decision of Consumers of Consumer Durables17484 Words   |  70 PagesAND DESIGN OF THE STUDY 1.1 INTRODUCTION Advertising is the principal method of demand creation the other important method being the employment of salesman. In advertising, sales message is conveyed to millions of buyers for influencing the consumer choice of goods in the market. Again it is advertising that has enabled the businessman to make continuous mass production for the wide market. Though these have been criticized from the opponents of advertisements regarding the high cost and misleadingRead MoreEssay about Consumer Behaviour: Case Example of Loreal5020 Words   |  21 PagesConsumer Behaviour For a product or service of your choice select a print or broadcast advertisement or campaign. Using appropriate theories and modules explain how your chosen marketing communication seeks to influence consumer behaviour. 1. Knowledge and understanding of psychological core: attention, perception, motivation, learning, attitude, and memory. 2. Knowledge and understanding of consumer culture: social class, household influences, personality, lifestyle, values and socialRead MoreInderstanding Consumer Behaviour Towards Luxury Products14749 Words   |  59 PagesA Report On Understanding Consumer Behaviour towards Luxury Products By Jitesh Sanghvi MMS – 137, Marketing Year 2009-10 K J Somaiya Institute of Management Studies Research Understanding Consumer Behaviour towards Luxury Products Understanding Consumer Behaviour Towards Luxury Products By Jitesh A Sanghvi Under the guidance of Mar. Nilesh Talreja Senior Executive Interface Communication ______________ Designation SIMSR, Mumbai K J Somaiya Institute of Management