Effects
of Advertising on Costumer's Purchase Intentions
Iram Ahmad
Facility of Management
Sciences (International Islamic University Islamabad)
Irum.ahmed74@live.com
Abstract:
This research is done
to examine effects of advertising on customers purchase intentions that also
indicate their decision making process while persuasion and customers loyalty are
factors effecting customers decision making process. Advertising always have a
very rational and influencing impact on customers thinking powers.Some
advertisers uses celebrity endorsement to persuade customers because some
celebrities are having very pleasant and attractive personalities that can make
any specific group of customers to change their decisions toward any particular
brand. It's been also examined that creative persuasive advertisements have
strong and dominant impact on consumers mind mapping because first time
purchase of any product is uncommon and people use to buy similar product again
and again. They feel hesitation to try new brands. However advertisers also use
norms, values and physiographic factors in commercials to change consumers
perception toward prestige of any brand, some other factors also have impact on
customers buying intentions like, music, graphic quality, concept of commercial
and the level of persuasion used in it. But price of a product and quality of
product also influence consumers buying intentions.
Primary data is
collected through questionnaires taking 250 consumers as samples.
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