Advertising Competence (for Personal Care Products) endowed to Consumer Purchase Decisions.

Author(s)

Dr. Muhammad Saleh Memon , Ms. Safia Khan , Mr. Shoaib Hyder. ,

Download Full PDF Pages: 41-47 | Views: 368 | Downloads: 100 | DOI: 10.5281/zenodo.3460074

Volume 4 - June 2015 (06)

Abstract

Successful multinationals trigger to adopt the strategy of seek first to understand and then to be understood, the same has been centric to the themes of this study that how the corporate houses are capturing the minds of present and future prospects with the aim of value generation with the binding relations to build the advertising competence in their promotional operations. The study involves six independent variables, which best prescribes the measurement parameters for advertising competence and their influential significance on dependent variable of consumer purchase decisions. The objective of the study is to screen out the most contributing variables; whereby a sample of 209 individuals is kept in consideration. The hypothesis regarding six independent variables were formed to evaluate the significant impact on dependent variable; from them four were found accepted and rest of two are rejected for this research. The application of SPSS-18 has been adopted by applying the technique of Linear Regression for data analysis and results interpretation. Thanks to the versatility of the research that it is screened out for three significantly contributing variables in building the advertising competence by boosting their core dimensions, avoiding the rest of others would safeguard resources wastage and promote efficiency in the advertising. 

Keywords

Advertising, Competence, Consumer Purchase Decisions, Personal Care Products.

References

  1. Acquisti, A., & Spiekermann, S. (2011). Do Interruptions Pay off? Effects of Interruptive Ads on Consumers' Willingness to Pay. Journal of Interactive Marketing , 25 (04), 226–240.
  2. Adhikary, A. (2014). Advertising: A Fusion Process between Consumer and Product. Procedia Economics and Finance , 11, 230 – 238.
  3. Almeidaa, P., Abreua, J., Reisa, M., & Cardoso, B. (2013). Interactive trends in the TV advertising landscape. Procedia Technology , 09, 399 – 404.
  4. Bouazza, H. (2013). Comparing the consumers’ consciousness of the commercial sponsorship and the social cause sponsorship: A qualitative research. Case Studies Journal ISSN (2305-509X) , 02 (03).
  5. Chizzoli, C., & Pace, S. (2012). Competence-Based Communication: Theoretical insights and empirical findings in the Initial Public Offering setting. Viale Filippetti , 9.
  6. Goyal, A., & Kumar, S. (2012). Review of Various Functional Factors Which Affect Consumer’s Decision. International Journal of Business and Management Economics Res , 03 (01), 452-461.
  7. Haque, A., Rahman, S., Ahmed, I. S., Yasmin, F., & Asri, A. (2011). Assessing the impact of Advertisement towards Malay Consumers: an Empirical Study of Fast Food Restaurants in Malaysia. Business Management Dynamics , 01 (02), 39-53.
  8. Hemmatfar, M., Salehi, M., & Bayat, M. (2010). Competitive Advantages and Strategic Information Systems. International Journal of Business and Management , 05 (07).
  9. Kakkosa, N., Trivellasb, P., & Sdroliasc, L. (2015). Identifying Drivers of Purchase Intention for Private Label Brands. Preliminary Evidence from Greek Consumers. Procedia - Social and Behavioral Sciences , 175, 522-528.
  10. Kavoura, A. (2014). A Conceptual Communication Model for Nation Branding in the Greek Framework. Implications for Strategic Advertising Policy. Procedia - Social and Behavioral Sciences , 148, 32 – 39.
  11. Liu, S.-N., Lin, Y.-T., & Chen, Y.-C. (2011). Professional competencies for marketing managers in Taiwan: an application of the Analytic Hierarchy Process (AHP). World Transactions on Engineering and Technology Education , 09 (04).
  12. Muneer, S., Javed, S. M., Khan, S.-u.-r., & Long, C. S. (2014). An Incorporated Structure of Perceived Organizational Support, Knowledge-Sharing Behavior, Organizational Trust and Organizational Commitment: A Strategic Knowledge Management Approach. Pakistan Journal of Commerce and Social Sciences , 08 (01), 42-57.
  13. Rajagopal, D. (2006, 01). Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions: A Multi-experiment Analysis. RePEc (Research Papers in Economics) .
  14. S. Busena, S. M., & Mustaffa, C. S. (2014). The Role of Interactive Advertisements in Developing Consumer based Brand Equity: A Conceptual Discourse. Procedia - Social and Behavioral Sciences , 155, 98-103.
  15. Salceanu, C. (2014). Personality factors and resistance to the manipulation of advertising. Procedia - Social and Behavioral Sciences , 127, 5–9.
  16. Soomro, M. I., Goraya, N. A., Saba, K., & Ansari, B. F. (2014). Role of Voice of Customer in New Personal Care Product Development. Case Studies Journal ISSN (2305-509X) , 03 (06).
  17. Sridevia, D. J. (2014). Effectiveness of Celebrity Advertisement on Select FMCG – An Empirical Study. Procedia Economics and Finance , 11, 276 – 288.
  18. Zablah, A. R., Franke, G. R., Brown, T. J., & Bartholomew, D. E. (2012). How and When Does Customer Orientation Influence Frontline Employee Job Outcomes? A Meta-Analytic Evaluation. Journal of Marketing; American Marketing Association. , 76, 21-40.

Cite this Article: