The Effect of Advertisement on Consumer Behavior and Brand Preference

ISBN-13: 9783659467530 / Angielski / Miękka / 2015 / 340 str.

Bhai P. S. Lekshmi;K. Sreeranganadhan

Opis

Advertising plays a very important role in modern business. Due to excessive specialization, mass production and competition, advertising has become an indispensable activity in business. It is growing as the back bone of modern national and international marketing. Advertisements inform, guide, educate and protect the interest of the consumers. Advertisement which is a crux of any market economy plays a pivotal role in the economic progress of the nation. Customers today are extremely aware of the various brands in the market and are conscious of the products they use or consume. They pick and choose carefully according to their needs, style, preferences etc. They also exercise a lot of independence in decision making and influence the buying behavior. Todays customers are well informed. This is because they are exposed to T V commercials, bill boards, banner ads, logos and product promotions. The customers aware about different brands available in the market through advertisements. Through this study, the researcher wishes to provide valuable insights to the marketers about the brand preference among the customers and its influence on consumer behavior

O autorze

Dr. Lekshmi Bhai P S is an Assistant Professor at Adi Shankara Business School, Kalady. She is an expert in Integrated Marketing Communication, Research Methodology and General Management, which are the subjects she teaches at Adi Shankara. She obtained PhD and M.Phil in Management Science from Mahatma Gandhi University, Kottayam ,Kerala.