FEEL GOOD ADVERTISING AND ITS EFFECT ON CONSUMER REPEAT PURCHASE BEHAVIOUR
A study of De-united Industries Ltd makers of Indomie noodles
Abstract
This study the titled feel good advertising and its effect on consumer repeat purchase behaviour is important to the Business organizations, Academics and the Researcher.
A questionnaire was used to gather data and the results of the analysis shows that, the relationship between Feel good advertisement and consumer purchase behavior is positive and Feel good advertising has a significant effect on consumer repeat purchasing behavior.
1.1 BACKGROUND
Advertising is the means of informing as well as influencing the general public to buy a product or services through visual or oral messages. A product or service is advertised to create awareness in the minds of potential buyers through various advertising mediums such as Newspaper, Magazines, Television, Radio, Posters, Hoardings, Billboard and in recent time internet and web advertising. It is a promotional activity for marketing a commodity. In the present day world of mass production and distribution, advertising serves as a powerful tool in the marketing process. Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability etc.
Advertising is the integral part of our daily life. It is a pervasive method of marketing in society which encourages people to purchase goods and services. Advertising contributes to bring about all round development of the economy by increasing demand and by encouraging economic activities which in turn improves the income. It motivated people to consume more material and thereby improves their standard of living. Effective advertising generates demand for goods and services and calls for more production which requires more physical and human resources, thus creating employment opportunities.
In the modern age of large scale production, producers cannot think of pushing the sale of the product without advertising. Advertising has acquired great importance in the modern world where tough competition in the market and fast changes in technology, altered our lifestyle.
The term 'advertising' is derived from the Latin word 'advertere' which means 'to turn' the attention. Every piece of advertising attempts to turn the attention of the readers or the listeners or the viewers towards a product. The most widely accepted definition of advertising is the one which is given by the American Marketing Association, according to which advertising is "any paid form of non-personal presentation and promotion of goods, services and ideas by an identified sponsors" ( Kazmi and Batra, 2008). But the definition has some limitations because it does not talk about the persuasion aspect of advertising, without which it is very difficult to achieve advertising objectives. A survey of recent advertising and marketing textbooks makes it obvious that there is no universally accepted definition of advertising; however certain recurring elements such as paid, non personal, identified sponsors, mass media, act of persuasion makes advertising to be controlled means of mass communication, may take any form-visual, oral or written to promote a product through persuasive communication to achieve a pre determined objectives, changing and reinforcing the desired attitude of the consumers at the point of purchase.
The advertising message is considered as an important component in advertising communication process. It is the thought, idea, attitude, image, or other information that the advertiser wish to convey to the target audience. How an advertising message is presented is critically important in determining its effectiveness. An ideal advertising message should command and draw attention, hold the interest, arouse desire for possession of the product, and elicit action (Gupta,2012). The effectiveness of an advertising message depends to a large extent on its visual contents. The advertiser must locate an appeal, theme, idea or an unique selling proposition. An advertising appeal refers to the approach used by an advertiser to attract the attention or interest of the consumer and influence their feelings towards the product, service or idea. Through the use of different kinds of appeals, advertising attempts to persuade and influence. The visual and non-verbal elements in advertising play a dominant role in attracting the consumers. A good number of advertisements uses very little written information and mainly focus on the visual elements to convey the message. The visual elements used in the advertisements not only convey the information, but also reinforce the advertising claims. Audiences often develop impressions or image based on certain illustrations and pictorial representation depicted in advertisements which increases immediate recall value. The study focuses on feel good advertising and its effect on consumer repeat purchase behaviour.
1.2 STATEMENT OF THE PROBLEM
Companies are spending large amount of investment on advertisement because they want to keep their product at the top of the customer’s mind.
In today’s market customer is king, and the way companies portray the feelings of satisfaction a consumer can get from the consumption of a particular goods or services can have an influence on the consumer repeat purchase. However, given the fact that many elements contribute to the buying decision of the consumers we want to examine if the feel good advertising has effects on the consumer repeat purchase behaviour.
1.3 OBJECTIVES OF THE STUDY
Our aim is to study the feel good advertisement and its effect on consumer repeat purchase behavior. With the following objectives;
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To have an overview of advertisement and consumer purchase behavior.
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To determine the relationship between Feel good advertisement and consumer purchase behavior.
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To find out if feel good advertising has any effects on consumer repeat purchasing behavior.
1.4 RESEARCH HYPOTHESIS
Hypothesis one
Ho: The relationship between Feel good advertisement and consumer purchase behavior is positive.
Hi: The relationship between Feel good advertisement and consumer purchase behavior is negative.
Hypothesis Two
Ho: Feel good advertising has a significant effect on consumer repeat purchasing behavior.
Hi: Feel good advertising has no effect on consumer repeat purchasing behavior.
1.5 SIGNIFICANCE OF THE STUDY
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