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Consumer Attitude towards Advertising appeals in television

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Introduction:
Advertising as a major social event expresses a key change in values, beliefs, behavior and buying patterns of the peoples which influence the lifestyles of people (Polly and Mittal, 1993). Hoo and Munusamy (2007) cited that Attitude toward advertising is a core concept and basically is one of the determinants of attitude towards any particular advertisement (Lutz, 1985); attitude of the consumer or person towards a single particular advertisement is influenced by attitude towards general advertising (Bauer and Greyser, 1968; Lutz, 1985). Tan and Chia (2007) cited that researchers examines favorable or unfavorable attitude towards advertising (Zanot, 1984; Barnes, 1982). Petrovici and Marinov, (2007) said that Core reasons for the change in the lifestyle and buying pattern of a person are the economic transformation and certain market opportunities (Meth-Cohn, 1999), which result the attitude towards advertising during evaluation of consumers market (Fessel GFI, 1997). Hoo and Munusamy (2007) cited that much of the research has been done at macro level on a two classical dimensions; social and economic effect of advertising (Bauer and Greyser, 1968), whereas Pollay and Mittal(1993) present product information, social role, and hedonism as a personal dimension for attitude towards advertisement at micro level.

India is considered as an emerging market; due to trends of globalization, establishment of multi-national companies; advertisement has undergone drastic changes in the recent years which has a great impact on the attitudes and beliefs of the consumer. Attitude reflects the broad observation or assessment of some product and idea whereas beliefs are used to measure that assessment of that product on some feature or information (Fishbein and Ajzen, 1975); determinants of advertising i.e., information related to product, social integration, pleasure/amusement (Polly and Mittal, 1993). This paper attempts to find the research problem based on extant literature on consumer attitude towards advertising leading to the development of research framework that defines data collection and sampling frame for improved theoretical and managerial knowledge of marketing and advertising dimension in the market.
Objectives of the study:

  • To understand the dimension of advertising appeal.
  • To study the concept of advertising appeal in consumer durables.
  • To explore the consistency in the perception of the respondents across demographic variable of gender.
  • To distinguish between the dimensions of advertising appeal and its effects on consumers.
  • To develop a specific framework of advertising appeal for consumer durable.

Number of Pages of Project Report: 60
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
CHAPTER 1: INTRODUCTION
CHAPTER 2: LITERATURE REVIEW
RESEARCH DESIGN
DATA SOURCE
SAMPLING UNIT
SAMPLING SIZE
SAMPLING TYPE
HYPOTHESIS:
TOOLS OF ANALYSIS
CHAPTER 3: RESEARCH METHODOLOGY
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
CONCLUSIONS
LIMITATIONS
DIRECTIONS FOR FUTURE RESEARCH
REFERENCES
QUESTIONNAIRE


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