What is the Impact of Advertising on Consumer Behavior in International Markets|Quick homework help
Posted: January 27th, 2023
This project will be based on the 2 previous assignment done. Therefore, answers must be based on the 2 assignments.
Assignment 1 (20%)
Combined your 2 assignments from Research Methodology and convert it into final report format (follow the outlines as I sent earlier)
In this submission, you can add on any new sources, materials or writing based on the suggestion I have provided
The assignment 1 should consist of Chapter 1 -3 and questionnaires as appendix.
Chapter 1 Introduction
– Introduction – what are the issues of the topic? In Malaysia and the rest of the world macro view.
– Problem statement
– Purpose of study
– Research objectives: make sure your RO match with RQ, if you have 5 RO, then match with 5 RQ, eventually develop 5 hypotheses
– Research questions : make sure all RO, RQ, and hypotheses use the same keywords to show consistency, likewise for your IV/DV
– Definition of key variables – standardized definition for your research on the key words, especially those IV/DV, otherwise reader will have their own understanding. For example, hot – weather, hot – spicy, hot – sexy… so which one is you try to mean.
(b) Chapter 2 Literature Review
– Background study – This is related to the industry background, if you research about F&B, then show all the data, graph, tables about F&B in Malaysia then only zoom to particular state or city within Malaysia,
– Related theory/model ( need to find a supporting theory for every research)
– Discussion of recent findings ( these are findings from other researchers on the same topic of your research, what are them? Can quote and support with a few journals, can be counter checked in chapter 5 if your findings same like other?)
– Research framework ( show and explain/define all your IV/DV)
– Hypotheses
(c) Chapter 3 Research Methodology
– Variables and measurement
– Population, sample, sampling technique
– Data collection technique
– Techniques of analysis that may be used
– Questionnaire
(d) Bibliography
(e) Appendices
– Variables and measurement
– Population, sample, sampling technique
– Data collection technique
– Techniques of analysis that may be used
– Questionnaire
The research should cover a business phenomenon. You are expected to enhance the content into a researchable form. The Project Proposal contributes 30% to the total marks of the course.
The Project Proposal should be word-processed and should be 3,000 thousand covering the following suggested topics.
esearchMethod2.docx
What is the Impact of Advertising on Consumer Behavior in International Markets?
LITERATURE REVIEW
Industry Background
The consumer is presented with various experiences due to advertising, which is a component of communication and information flow. It is generally agreed that advertising has contributed to improving living standards, decreasing the per-unit costs of mass-produced commodities, providing information, and facilitating new products entering the market (Sundaram, Sharma, & Shakya, 2020). To eradicate misleading and dishonest advertisements and commercials, the industry of mass media, as well as consumer groups and government bodies, regulate it.
Advertising has evolved into a communication powerhouse that can meet various demands posed by modern society. Study in advertising can be broken down into three subfields: consumer research, market analysis, and product analysis. When conducting consumer research, advisors comprehend that to sell their product effectively, they need to cater to the requirements and preferences of the target market (Fan, 202). They may accomplish this by correctly estimating the significance of those needs and wants and by delivering the goods that could fulfill those needs and wants. It is imperative that advertisers have to be current on any changes in the geographic positioning of their potential markets. An investigation of the market’s internal and exterior conditions is a component of consumer research. This research focuses on identifying the reason underlying consumer behavior (their buying motives and attitudes). It also analyzes the factors such as motivations, attitudes, paybacks, conducts, and customs that influence purchasing decisions. We discuss product concept testing, the life circle of goods, product users, the packing of products, the positioning of products, and the unit of sales and use of the brand while talking about product analysis. Before putting the product on the market, the maker should do an exhaustive investigation into its qualities to identify those aspects of the product that can be interpreted in an alluring manner as having the capacity to fulfill the customers’ requirements.
Consumer purchasing behavior refers to the procedures followed when target demographic develops these needs, acquire, employ, or dispose of items, services, concepts, or experiences that meet their needs and aspirations (Bray, 2002). A customer’s search for, payment for, use of, evaluation of, and disposal of products and services that they believe will meet their needs. Individual psychology, sociocultural psychology, and cultural anthropology converge to form this discipline of social science. A concept that explains what, when, where, why, and how an individual purchases something; it is especially significant to study consumer buying behavior since it enables businesses to develop and implement improved business strategies
Theoretical Perspectives
Advertisements leverage and reflect conflicting, ever-changing commitments. While advertisements foster a great sense of brand loyalty, they also encourage customers to change loyalties, try something different, and abandon an old product in favor of a brand-new one. Hazel W. Warlaumount, a media historian, contends in Advertising in the 1960s (Rasheed et al.) that advertisements transformed from the 1950s to the 1960s. Many advertisements appeared to support the antiauthoritarian psychedelic counterculture, despite being created and delivered by multinational firms advocating the status quo and corporate interests. Warlaumont claims that advertising appropriated the anti-“ideals, establishment’s leaders, and objectives” for their purposes. The argument of Warlaumont inverts the 1960s notion of detournement, created by activist Guy Debord and others. 1967’s The Society of the Spectacle was written by Debord, the leader of the radical group Situations International and the author of The Society of the Spectacle. Detournement denotes to the repurposing of recognizable pictures by an artist by rearranging circumstances to generate an innovative work with a distinct, frequently contradictory message. Detournement has an anti-art aspect by publicly copying and sabotaging existing pieces, hence reversing the intended message. The concept inspires the culture jamming tactic. Both techniques are viewed as a method of resistance to the glitzier features of capitalist society and as a means of bringing attention to the social impacts of corporate strategies.
Dependent Variable and Independent Variables
Dependent variable- Brand awareness, consumer emotional response to a product, environmental response, and sensory-triggered advertising.
Independent variable- Consumer purchasing behavior
Hypotheses Development
H0: Consumer emotional response element positively affect consumer behavior
H1: The consumer emotional response element does not positively impact consumer behavior
H0: Brand awareness positively affects consumer behavior
H2: Brand awareness does not positively impact consumer behavior
H0: Environmental and sensory elements positively affect consumer behavior
H3: Environmental and sensory elements do not positively affect consumer behavior
Theoretical Framework
When individuals desire to buy a certain product brand, their behavior can be predicted by how they perceive it. Goldsmith and Lafferty (2002) said these things happen when a customer observes an ad for a brand and decides to buy it. Smith and Swinyard (1983), as quoted in Ghulam, Javana Burhan, and Ahmed (2017), said temperament is learned behavior. Adelaar et al. (2003) said that behavior is caused by emotive responses, which are impacted by three independent factors: desire, excitement, and superiority.
RESEARCH METHODOLOGY
Research Design
In this study, a survey research design will be utilized to collect information or data from customers in the Metropolis of Indiana using a questionnaire instrument. All residents of Indiana Metropolis were included in the research’s population for the study.
Population and sampling
Given the numerous restrictions, I will utilize a purposive sampling method that does not rely on probability. The demographics of the consumers in Indiana Metropolis are difficult to ascertain because there is insufficient data. Therefore, the sample will be constructed using data not based on probability. The samples will be taken from 400 customers in Indiana Metropolis who come to various shops and markets to make purchases. To prevent the surveys from being lost, they will collect them as soon as the respondents finish filling them out. The strongly depends on 370 correctly filled out surveys submitted by respondents with education levels equivalent to or higher than secondary school.
Measurement Instruments
A Likert scale of five points, ranging from 1 (strongly disagree) to 5 (strongly agree), will make up the survey. Each variable has a total of four items or elements. The questionnaire will consist of items that the respondent developed. A section of the questionnaire will be devoted to collecting demographic data. Cronbach’s Alpha will evaluate the questionnaire’s validity and reliability. It has been determined that the reliability Coefficient will be 0.79. A value of 0.79 is more than 0.7, which is the minimum threshold for acceptance. This indicates that the data collected are accurate and may be relied upon for further investigation.
Statistical Techniques
There are 5 research elements in the model, four of which are independent, and one is a dependent variable. Because the generated data only contain a single dependent variable but many independent factors, a multiple regression analysis will be carried out, and SPSS 16.0 will be used to obtain the results. The hypothesis will be tested using a technique called multiple regression, and descriptive statistics will be utilized in order to determine percentages and create a frequency table.
Before the questionnaire is distributed to all of the respondents, a pilot test will be conducted on 60 of them to collect their feedback, ensure that the questionnaire is simple and easy to understand, and aid in the development of the questionnaire so that it can be used more effectively. The pilot test findings confirmed that all 60 respondents could comprehend the survey, and the survey was met with positive feedback from those who participated in the study.
Limitations of the Study
It is uncertain how many people make up the consumer population. The sampling method employed was purposive sampling, which cannot be used to generalize results. This is because the precise number of consumers in the Indiana metropolitan cannot be determined due to the currently unavailable data. No probabilistic method can be used to estimate the representativeness of the chosen samples in this sampling design.
Reference
Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B., & Morimoto, M. (2003). Effects of media formats on emotions and impulse buying intent. Journal of Information Technology, 18(4), 247-266. https://www.tandfonline.com/doi/abs/10.1080/0268396032000150799
Bray, J. P. (2008). Consumer behaviour theory: approaches and models.
Fan, B. (2022, March). Research on the Impact of Advertisement on Consumer Behavior. In 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022) (pp. 2693-2697). Atlantis Press. https://doi.org/10.2991/aebmr.k.220307.438
Ghulan, S.K.N., Javana, S. Burhan A., & Ahmed, I.H. (2012). Effective advertising and its influence on consumer buying behavior. Information Management and Business Review 14, 114-119 https://ojs.amhinternational.com/index.php/imbr/article/view/971
Goldsmith, R. E., & Lafferty, B. A. (2002). Consumer response to Web sites and their influence on advertising effectiveness. Internet research, 12(4), 318-328. doi/10.1108/10662240210438407/full/HTML
RASHEED, D. G., DIYAOLU, G. O., & RAJI, A. T. The Impact of Physicians Word of Mouth Advertisements on Consumer Behaviour towards Over-The-Counter Medicine. http://arcnjournals.org/images/NRDA-IAJMM-7-1-12.pdf
Sundaram, R., Sharma, D., & Shakya, D. (2020). Power of digital marketing in building brands: A review of social media advertisement. International Journal of Management, 11(4). http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=11&IType=4
SOLUTION
Advertising can have a significant impact on consumer behavior in international markets. Advertising can influence consumer perceptions and attitudes towards a product or brand, and can also affect purchasing decisions. Additionally, advertising can be used to differentiate products and create brand loyalty. However, the effectiveness of advertising can vary depending on cultural differences and the target market. For example, advertising strategies that are successful in one country may not be effective in another country due to different cultural values and consumer preferences. Therefore, companies need to carefully tailor their advertising strategies to the specific international market they are targeting.
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