Scribd Logo
Încărcați

Bine ați venit la Scribd!

  • 1list of Impact of Advertising On Brand Choice and Brand Loyalty (With Reference To Toilet Soap Among Consumers in Pokhara Industrial Estate) Tables

    Încărcat de

    outsiderpkr
    37 vizualizări2 pagini
    Marketing is a primary but complex function of every manufacturing as well as business houses because they are producing and supplying plenty of goods and services over demand. Therefore, there is cut throat competition among marketers and they are also developing various promotional tools to assist the marketing functions. Out of them advertising is only one. Every marketer has to adopt at least one promotion tool-advertising has been existing as an effective promotional tool since the beginning of marketing. Advertising is a most widely used promotional tool of modern marketing. Advertising is employed to accomplish certain task. The task may be to sell the product, service or idea, to inform or aware about the product, service or idea etc. Most of the big companies are using advertising as well as sales promotion to increase the sales of their products. Companies try to create favorable attitudes towards products’ brands and motivate the consumer to purchase it and be loyal on it by using advertising. To achieve a certain task or goal companies should employ advertising campaign. Before lunching advertising campaign, an advertiser should be careful in the analysis of his product, market, trade channels and competition. He/she must study the characters of trade, the territory to be cover, the audience to be reach, the media available and the other sales force that are to be utilized in conjunction to the advertising. In the developed countries advertising is a big business. A large expenditure is made on it and market without advertising is unimaginable. The Nepalese market is maturing day by day and there is more competition in the market. The essence of advertising is well recognized by the marketers. They realize advertising as an important promotional tool of persuasion to the mass. We are far behind in the advertising field compared to the advanced countries. Even though, these days, manufacturers or business houses and advertising agencies are trying to develop constructive advertising in Nepal. Advertising has a good future in here. Advertising as an economic tool helps to boost the economic growth of the country. It is a foundation of business rather than luxury. The main aim of this study is to examine the impact of advertising in the course of brand choice and brand loyalty with special reference to soap market. The data and information collected from the survey are coded, tabulated, analyzed and interpreted according to the need of the study for attaining stated objectives. The population for this study comprised of workers in the Pokhara Industrial Estate and include consumer of 16 or more than 16 years of age exposed to advertisement of soap brand through different media (i.e. T.V., Radio/F.M., Newspaper etc.). The distribution of questionnaires was aimed at reflecting the population as a whole. Therefore, out of total population only 160 consumers are taken for research study. A set of structured questionnaire was designed to collect primary data. The questionnaire contained closed ended questions. Total 160 questionnaires were administered on workers of Pokhara Industrial Estate. Advertising is the main source of information and key tool to motivate and persuades to the consumers. Advertising supports, motivates and excites consumers on their decision making process. An effective advertisement influence the consumers to choose a particular brand, at the same time develop a positive attitude towards the brand and help to create brand loyalty. We have to understand that advertising alone can’t do all expected job. To make advertising more effective, co-ordination and integration among promotional tools are required. First time purchase generally occurs because of advertising, but to make consumers frequent purchasers the role of quality, price and taste come first than advertising.

    Titlu original

    1list of Impact of Advertising on Brand Choice and Brand Loyalty (With reference to toilet soap among consumers in Pokhara Industrial Estate) Tables

    Drepturi de autor

    © Attribution Non-Commercial (BY-NC)

    Formate disponibile

    DOCX, PDF, TXT sau citiți online pe Scribd

    Vi se pare util acest document?

    Este necorespunzător acest conținut?

    Raportați acest document
    Marketing is a primary but complex function of every manufacturing as well as business houses because they are producing and supplying plenty of goods and services over demand. Therefore, there is cut throat competition among marketers and they are also developing various promotional tools to assist the marketing functions. Out of them advertising is only one. Every marketer has to adopt at least one promotion tool-advertising has been existing as an effective promotional tool since the beginning of marketing. Advertising is a most widely used promotional tool of modern marketing. Advertising is employed to accomplish certain task. The task may be to sell the product, service or idea, to inform or aware about the product, service or idea etc. Most of the big companies are using advertising as well as sales promotion to increase the sales of their products. Companies try to create favorable attitudes towards products’ brands and motivate the consumer to purchase it and be loyal on it by using advertising. To achieve a certain task or goal companies should employ advertising campaign. Before lunching advertising campaign, an advertiser should be careful in the analysis of his product, market, trade channels and competition. He/she must study the characters of trade, the territory to be cover, the audience to be reach, the media available and the other sales force that are to be utilized in conjunction to the advertising. In the developed countries advertising is a big business. A large expenditure is made on it and market without advertising is unimaginable. The Nepalese market is maturing day by day and there is more competition in the market. The essence of advertising is well recognized by the marketers. They realize advertising as an important promotional tool of persuasion to the mass. We are far behind in the advertising field compared to the advanced countries. Even though, these days, manufacturers or business houses and advertising agencies are trying to develop constructive advertising in Nepal. Advertising has a good future in here. Advertising as an economic tool helps to boost the economic growth of the country. It is a foundation of business rather than luxury. The main aim of this study is to examine the impact of advertising in the course of brand choice and brand loyalty with special reference to soap market. The data and information collected from the survey are coded, tabulated, analyzed and interpreted according to the need of the study for attaining stated objectives. The population for this study comprised of workers in the Pokhara Industrial Estate and include consumer of 16 or more than 16 years of age exposed to advertisement of soap brand through different media (i.e. T.V., Radio/F.M., Newspaper etc.). The distribution of questionnaires was aimed at reflecting the population as a whole. Therefore, out of total population only 160 consumers are taken for research study. A set of structured questionnaire was designed to collect primary data. The questionnaire contained closed ended questions. Total 160 questionnaires were administered on workers of Pokhara Industrial Estate. Advertising is the main source of information and key tool to motivate and persuades to the consumers. Advertising supports, motivates and excites consumers on their decision making process. An effective advertisement influence the consumers to choose a particular brand, at the same time develop a positive attitude towards the brand and help to create brand loyalty. We have to understand that advertising alone can’t do all expected job. To make advertising more effective, co-ordination and integration among promotional tools are required. First time purchase generally occurs because of advertising, but to make consumers frequent purchasers the role of quality, price and taste come first than advertising.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca DOCX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    37 vizualizări2 pagini

    1list of Impact of Advertising On Brand Choice and Brand Loyalty (With Reference To Toilet Soap Among Consumers in Pokhara Industrial Estate) Tables

    Încărcat de

    outsiderpkr
    Marketing is a primary but complex function of every manufacturing as well as business houses because they are producing and supplying plenty of goods and services over demand. Therefore, there is cut throat competition among marketers and they are also developing various promotional tools to assist the marketing functions. Out of them advertising is only one. Every marketer has to adopt at least one promotion tool-advertising has been existing as an effective promotional tool since the beginning of marketing. Advertising is a most widely used promotional tool of modern marketing. Advertising is employed to accomplish certain task. The task may be to sell the product, service or idea, to inform or aware about the product, service or idea etc. Most of the big companies are using advertising as well as sales promotion to increase the sales of their products. Companies try to create favorable attitudes towards products’ brands and motivate the consumer to purchase it and be loyal on it by using advertising. To achieve a certain task or goal companies should employ advertising campaign. Before lunching advertising campaign, an advertiser should be careful in the analysis of his product, market, trade channels and competition. He/she must study the characters of trade, the territory to be cover, the audience to be reach, the media available and the other sales force that are to be utilized in conjunction to the advertising. In the developed countries advertising is a big business. A large expenditure is made on it and market without advertising is unimaginable. The Nepalese market is maturing day by day and there is more competition in the market. The essence of advertising is well recognized by the marketers. They realize advertising as an important promotional tool of persuasion to the mass. We are far behind in the advertising field compared to the advanced countries. Even though, these days, manufacturers or business houses and advertising agencies are trying to develop constructive advertising in Nepal. Advertising has a good future in here. Advertising as an economic tool helps to boost the economic growth of the country. It is a foundation of business rather than luxury. The main aim of this study is to examine the impact of advertising in the course of brand choice and brand loyalty with special reference to soap market. The data and information collected from the survey are coded, tabulated, analyzed and interpreted according to the need of the study for attaining stated objectives. The population for this study comprised of workers in the Pokhara Industrial Estate and include consumer of 16 or more than 16 years of age exposed to advertisement of soap brand through different media (i.e. T.V., Radio/F.M., Newspaper etc.). The distribution of questionnaires was aimed at reflecting the population as a whole. Therefore, out of total population only 160 consumers are taken for research study. A set of structured questionnaire was designed to collect primary data. The questionnaire contained closed ended questions. Total 160 questionnaires were administered on workers of Pokhara Industrial Estate. Advertising is the main source of information and key tool to motivate and persuades to the consumers. Advertising supports, motivates and excites consumers on their decision making process. An effective advertisement influence the consumers to choose a particular brand, at the same time develop a positive attitude towards the brand and help to create brand loyalty. We have to understand that advertising alone can’t do all expected job. To make advertising more effective, co-ordination and integration among promotional tools are required. First time purchase generally occurs because of advertising, but to make consumers frequent purchasers the role of quality, price and taste come first than advertising.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca DOCX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 2

    List of Tables Table 3.4.1 Respondents segmentation by sex Table 3.4.2 Respondents segmentation by age Table 4.1.

    1: Participants influence in brand selection of soap Table 4.1.2: Factors considered for brand preference in buying the soap Table 4.1.3: Preferred brand of soap as 1st choice Table 4.1.4: Preferred brand of soap as 2nd choice Table 4.1.5: Medium of awareness of brand of soap Table 4.1.6: Advertisement message of soap brand Table 4.1.7: Advertising believability of soap brand Table 4.1.8: Impact of advertising on choosing the soap brand Table 4.1.9: Responsibility of advertising on choosing the soap brand Table 4.1.10: Advertisement preference of soap brand Table 4.1.11: Medium preference for the advertising of soap brand Table 4.1.12: Preferred benefits to buy the soap Table 4.1.13: Shopping place of soap Table 4.1.14: Duration of using current brand Table 4.1.15: Responsibility of advertising on staying in the current brand Table 4.1.16: Reasons for brand switching of soap Table 4.1.17: Role of advertising in changing brand of soap Table 4.2.1: Advertisement message of soap brand according to gender Table 4.2.2: Advertising believability of soap brand according to gender Table 4.2.3: Impact of advertising on choosing the soap brand according to gender Table 4.2.4: Responsibility of advertising on choosing the soap brand according to gender Table 4.2.5: Advertisement preference of soap brand according to gender Table 4.2.6: Medium preference for the advertising of soap brand according to gender Table 4.2.7: Responsibility of advertising on staying in the current brand according to gender 59 58 56 57 55 38 38 42 43 43 44 45 45 46 47 47 48 49 49 50 50 51 51 52 53 54

    Table 4.2.8: Reasons for brand switching of soap according to gender Table 4.2.9: Role of advertising in changing brand of soap according to gender Table 4.3.1: Advertisement message of soap brand according to age Table 4.3.2: Advertising believability of soap brand according to age Table 4.3.3: Impact of advertising on choosing the soap brand according to age Table 4.3.4: Responsibility of advertising on choosing the soap brand according to age Table 4.3.5: Advertisement preference of soap brand according to age Table 4.3.6: Medium preference for the advertising of soap brand according to age Table 4.3.7: Responsibility of advertising on staying in the current brand according to age Table 4.3.8: Reasons for brand switching of soap according to age Table 4.3.9: Role of advertising in changing brand of soap according to age

    60 61 62 63 64

    65 66

    67

    68 69 70

    S-ar putea să vă placă și