Impact of advertising on consumer purchase behaviour

Today, advertising is a multi-billion industry, employing hundreds of thousands of men and women and influencing the lives of men and women across the world. Yet, given the advertising muddle has increased greatly, and stronger than ever before, it is very important for businesses to identify themselves from rivals by establishing an even more powerful, entertaining and innovative advertisement announcements, as well as the support of varied events. Companies spend vast amounts of dollars on marketing strategies in order to remain key players in their industry.

Purpose: The entire objective of this paper is to gain a deeper knowledge of the various international and local factors influencing the consumer preferences of the neighborhood market.

Conclusions of the international advertising and international sponsorship, or may influence the local target group in several ways, nevertheless they also have an effect on the international brands they have an impact on brand image and brand. Furthermore, depending on person's age, other than the interests of consumers, brands, and therefore impact on the international brand exclusively, but alongside the international advertising and international sponsorship. Jointly, these factors effect the way a brandname is perceived, and consequently affect the buyer preferences.


"We shall not fail or falter; we shall not weaken or tire. . . Give us the various tools and we will finish the work"


"Advertising can be followed back to the start of recorded history. Archaeologists working in the surrounding countries of the Mediterranean Sea dug up signs announcing the many events and offers. The Romans were painted on wall space in [. . . ] gladiator battles through the Golden Time of Greece, the town criers declared the sale of cattle, done products and makeup products is.

Today, advertising is a multi-billion industry, employing thousands of people and influencing the lives of people surrounding the world (http://encarta. msn. com). In 2000, the international advertising costs exceeded 414 billion U. S. dollars (Kotler et al. 2008), as well as Zenith Optimedia (www. marketwatch. com), we assume that spending will continue to maintain the 6 percent development tempo in the returning years, are projected at 427 billion U. S. us dollars last year.

As a consequence, however, the long-term changes, like the growth of greater and much more diverse marketing, and the entrance of new systems, especially the web, individuals are better informed than ever before, and as a result, some of the traditional advertising methods no longer as effective as they used to (www. economist. com).

Instead, companies are progressively more using other marketing tools, such as commercial sponsorship of sport, arts and ethnic events to mention a few (Ruth et al. 2003). Sponsoring claim that the world's fastest-growing form of marketing, and in 2009 2009 the world was projected to be spending up to $ 30, 600, 000, 000th In addition, sponsorship can be used in the belief that companies have access to international markets and charm to local consumer choices (Dolphin 2008). That is a promotional tool to reach your goals in reaching a large global audience, and he saw in consumer behavior and preferences are different greatly from product to choose, it appears, why followers performed much better than other marketing methods (http: / / geoff. cox. free. fr).

Still, the effects of globalization, the ethnical limitations between advertising has increased immensely, even though one expert says that the average person subjected to 1, 600 advertising a day, another expert estimated the total number to over 5, 000 times (Armstrong et al 2005. ) "bumper stickers to billboards to logos on caps and T-shirt" (www. thegredecompany. com). Seeing as advertising clutter is continuing to grow large and powerful than ever before, it is vital for companies to differentiate themselves from rivals by setting up an even better, entertaining and innovative advertisement messages.

However, this has shown to be very costly, especially in highly competitive product market segments, including the soda industry, which has a higher advertising costs, remain the only competitors.

Each one of the best international companies to emerge as the dominant market leader in its market area. Such companies each year spend vast amounts of dollars in promotional initiatives. Some of these advertising companies have celebrated around the world, and launched the first advertising theme in the early 1900's and since then has seen many popular theme has been internationally regarded. Today, some companies seriously dependent on the "image of pleasure and togetherness, custom, and nationalism", while others prefer the appeal of superstars, popular music, junior, etc. , in television set commercials.

1. 1 Problem Discussion

Not only that it is difficult to comprehend consumer behavior and needs of aim for categories in the local market, however the multinational companies, this can be an even greater have difficulty. Despite the fact that most of the world consumers are certain things in keeping that the worth and behaviour, and behavior often differ. As a result, it is vital for international marketers to understand these dissimilarities and adjust their marketing strategies. Inability to do so could bring about disaster, the company's international product and marketing programs. Specifically, from what extent the international consumer advertising should be modified to the precise characteristics of the different countries of great concern to most companies (Armstrong et al. 2005). Consequently, the issue is whether to standardize or even to adapt to the campaign found that dominate the region of international marketing literature for many years (Harris, et al. 2003).

Although some major international advertising campaign has been successful, most multinational companies are in difficulties, and induces consumers to various countries by having a marketing program. Additionally, given today's overall economy is increasingly intertwined than previously, all possible methods you can use to support the building of global brands attractive. Among the main aims of the international marketers to set-up a graphic that established fact across the world, but also related to the precise statement (Fahy et al. 2004). While advertising continues to be the number one marketing communications tool for businesses, large changes, like the technology needed to plan strategies by other companies other than the traditional marketing communication tools. Furthermore, employing a combination of all marketing communication elements to keep up and build competitive gain (Erdogan et al. 1998).

One such promotion strategy, that sponsorship, which to some extent talk about the same advertising purposes, such as maintenance and building corporate and business recognition. Although all advertising and sponsorship text messages sent to large audiences, the future of the environment directly and indirectly, to influence many. Furthermore, Erdogan et al. (1998, p. 372) argues that the "emails directed by companies, manipulated, to a greater extent regarding advertising, as the truth of sponsorship, even if sponsorships are made to provide a more correct, less congested way to marketers, to market products and services through the sample, presentations, tournaments and lots of interactive, educational, and family activities. " Although some people assume that the support is a probability a marketing communication tool for the 21st century, the study remains without a theoretical foundation, and there is no clear classification of sponsorship (Dolphin, 2003).

The majority of advertising research only shows that there is an ad amid their finest, are respected, and even though an ad can be even more memorable, or cause more attention than others, this will not mean that there is no a clear link between consumer personal preferences and marketing success (Hartley, 2001). A lot of the sponsorship of research centered on "consumer awareness of sponsors, says the sponsor's image" (Carrillo, et al. 2005, p. 51), and appropriately there is little evidence of impact on the business's sponsorship activities of the consumers' behaviour and purchasing behavior. Although demographic segmentation continues to be an influential role in economical theory, most research concentrated about how demographic variables affect the marketing and marketing communications, in particular the gender and the marketing. Only a small number of research are available in other demographic variables, including get older segmentation theory is relatively limited (FitzGerald et al. 1996). Because of this, some understanding of the factors influencing consumer purchase behavior is necessary. Thus, we propose the following question: to what degree is not advertising, sponsorship, brand, and age affect consumer tastes?

1. 2 Purpose

The overall aim of this paper is to gain a deeper understanding of the various international and local factors influencing the consumer preferences of the neighborhood market. Specifically, you want to examine the effects of the international well-known advertising campaigns in the consumer buying process. We also want to learn whether or not there's a link to the above-mentioned factors' influence on the choice of homogenous products.


2. 1 Consumer Preferences

The consumer market is the total of 6. 3 billion people, and therefore there is no strong demand from a huge variety of goods and services, in particular, consumers differ for the reason that era, gender, income, education level, and the tastes. In addition, the human relationships of the several consumers, plus they interact with other components of the world's environment, influences the decision of products, services and businesses (Kotler et al. 2005).

The reason consumers buy what they do tend to be deeply rooted in their thoughts, so that consumers do not really know what influences purchases, such as "Ninety-five percent of the thought, sentiment, and learning [drive, what expenses] that occurs the unconscious head, it is not our awareness "(Armstrong et al. 2005, p. 143).

The consumer buying process is inspired by many different factors, a few of which marketers cannot control, such as ethnical, interpersonal, personal and emotional factors. However, these factors should be taken into account in order to effectively reach aim for audiences (see Amount 1) (Kotler et al. 2005).

Figure 1






- Culture

- Subculture

- Sociable class

- Reference


- Family

- Roles & status

- Era & lifecycle stage

- Occupation

- Economical situation

- Lifestyle

- Personality & self


- Motivation

- Perception

- Learning

- Beliefs &



The ethnic factors

Culture "is the essential values, perceptions, desires and behaviours taught by an associate of the modern culture, the family and other important companies", and it is the principal reason a person wishes and behaviour. Although from different social groups of its own culture, which affects consumer purchasing behaviour, influence the amount to which behaviour is changing from country to country. Each ethnical group can be divided into groups of common people's life activities and situations, otherwise known as subcultures (Kotler et al. 2005), such as ethnic, racial, spiritual, and geographic areas. The third factor is the culture of social class, this means, inter alia variables: occupation, income, education, and riches.

The sociable factors

The second classification of factors influencing consumer behaviour in the public group where people of small categories, social functions and position, and category of any individual to a certain extent. Some of these groups are immediately affected by one person, that is, membership groups, groups see your face belongs, and the reference groups, "which serve as immediate (face-to-face) or indirect factors of comparison or reference to the person forming attitudes or values. However, some individuals affected by groupings that do not belong to these categories are inspiring research groups, communities that the person wants to participate in, and admiration of an fan of your idol, etc.

Finally, the wife, hubby or child is a strong impact on the buyer, so the family is the standard consumer buying business in culture.

Personal factors

The consumers 'personal characteristics such as get older and life-cycle level, occupation, economic status, lifestyle, personality and self-image and influence consumers' purchasing behavior. Furthermore, depending on someone's occupation and financial situation and the level of life a person is, their needs transfer product. A person may form his own life world and the way he chooses to act, so a person activities, pursuits and ideas they form a means of life, and influences the choice of products. In addition, everyone unique, so not the same as an individual's personality characteristics that tend to be portrayed in the properties, such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness.

Psychological factors

Four items make up the group of factors, namely inspiration, conception, learning, and values and attitudes. Whenever a person is determined, he acts consequently, and activities by the individuals perception of the problem. Detection of specific selection, corporation and interpretation of the information that moves through people's good sense and, consequently, a substantial picture of the world was created. When people experience new things, changes happen in the behavior, ie, new what to learn when to take action.

As an outcome, beliefs and attitudes, purchasing, and therefore influence shopping behavior.

2. 2 Focus on group

Today, companies identify that they can not be called to consumers on the market, because consumers are way too many, too widely scattered and too diverse needs and buying techniques. Therefore, companies must identify those parts of the market they can best serve, and therefore build a proper relationship with customers. This is also known as target marketing, and the process of assessing each market portion appeal and selecting one or more segments into. One such segmentation demographic segmentation, when the market is divided into groups based on demographic factors such as years, making love, family size, religion, race, etc. Furthermore, the proportion of potential buyers in this portion, the same needs and characteristics, however, that the business is decides to provide. The paper centers specifically demographic segmentation, especially age.

2. 2. 1 Age

Seeing the needs and pursuits of consumers of products depends on their age, age the firms employ segmentation, offering different products, or other monetary approaches to different age ranges are divided in several age ranges are: children, teens, young adults and the baby boom, so this book will focus on teenagers, young adults and seniors.


This band of consumers of different needs, such as are required, the self-reliance of the approval, and responsibility, in addition to the dependence on experimentation. Teenagers are increasingly the task of buying products for the family, as not only more free time, but for the purchase greater than their parents do not. As a result, marketers are concentrating on the ads are primarily for teens. To be able to gain the attention of teenagers more effective, advertising must be honest, clear announcements, and use of laughter. In addition, the younger generation are usually unreliable, and the inclination for brand turning is faster than every other age group, since they need to accept your friends. Finally, the young adults of the "easy targets, because an adult in a culture of genuine consumption. Therefore, these are more tuned to media because the marketing is a lot more tuned.

Young adults

18-34 yr olds participate in a group of adults. This group is to themselves, being too young to be concerned about "grown up" issues, also to live their lives in the "moment" rather than "tomorrow". Seeing as this generation is involved with almost all of the family, shopping, marketers have found to judge the advertising and the products are very complex way. Furthermore, because they are an adult at age media and technology, "they visit a kind of advertising is fun, but it is off the high trading. "

Baby boom

Baby boomers on a sizable cohort of individuals given birth to after World Warfare II. They have created a everlasting propensity to take, given the actual fact that the delay getting married and children, in order to give attention to careers, and thus the financial system. Seniors buy more and save significantly less than in previous generations and, therefore, marketers aim to satisfy wishes. Finally, an advertising, that the info is much more likely to receive intense released by this group, such as an image-oriented advertising.

2. 3 Brand

The brand can be defined as a name, term, sign or design, or a combo thereof, which is intended to suggest a owner of goods or services, or group of sellers and also to differentiate them from those of competitors "(Keller, 1993, p. 2). Brand image will be applied when brand organizations held in the mind of consumers completed regarding the the consumer's perception of the brand. These organizations have direct experience of the developed product, the information provided by the business which of the associations held about the company and the origin, etc.

2. 3. 1 Brand Equity

Brand is a couple of tools and resources will supplement the brand name and mark, or subtracts the value that a service or product to a firm and / or the business's customers. These belongings and liabilities are classified into four categories: brand loyalty, brand awareness, recognized quality and brand organizations.

Brand Loyalty

Sort of brand devotion repeat purchasing behavior reflects a mindful decision to keep buying the same brand. In addition, to ensure that brand loyalty is taken, the customer must be a positive attitude into the brand, also to be a part of repeat acquisitions. If fact, a brand advertised a lot and have a great time, it creates an emotional connection to either integrate the customer's own image or linked to earlier experience.

Brand awareness

Brand consciousness means that the reputation given him a brand that allows consumers to recognize the brand product, and so a permanent competitive benefit for companies. The reduced engagement products "tend to be purchased for at the least thought and effort", the awareness of the consumer's purchase decision is affected by a kind of familiarity, as the high-involvement products, brand recognition to consumers in the sense of existence and confidence.

The perceived quality

Perceived quality is thought as "the customer's conception of the overall quality or superiority of a product or service compared to alternatives for its intended goal. " Initially identified quality of consumers' conception of something, and therefore a tangible overall view about the brand. However, this sense is usually predicated on the fundamental sizes such as product characteristics and performance.

Furthermore, the perceived quality is often distinguished from the genuine quality, and from earlier experience on prior products or services.

Brand Association

Brand association can't be immediately or indirectly to the client's thinking about the brand. Organizations, which derive from the importance of the purest product features, including the physical and moral characteristics, product characteristics and customer benefits - "the suitable outcomes of consumers look for when buying and products and brands that customers choose the motive the merchandise, therefore of brand loyalty.

2. 3. 2 Brand Positioning

Positioning refers to the "consumers 'perception of the brand compared to rivals' brands, that is, the mental image that a brand or company all together, recalls. " Furthermore, the analysts argue that traffic monitoring can provide benefits to consumers in many various properties of the product. Thus, the position of the firms brands / products are clearly in his mind the target audience. This is done to put the product properties, however, companies should remember that these properties can be easily copied by opponents. More specifically, consumers often do not worry attributes as a result, but rather to what the attributes actually make them. Another way in which marketers can position brands by associating a brand name which includes a pleasurable and desired benefits. However, strong brand placement towards or in addition to attribute and rather than placing a solid faith and prices.

2. 4 Advertising

Advertising informs consumers of the living and advantages of products and services, and attempts to persuade consumers to get them, declare that advertising is designed to reach target consumers didn't think or react to product or brand. As the method of achieving goals advertising, advertisings, and their articles play an important role along the way of commercial communication. Specifically, it's the advertised product and brand and the content of the advertisement, which determine a larger or lesser ram retention among the list of consumers.

The focuses on of promotional initiatives are summarized in the figure below

Figure 2


To inform

Telling the marketplace in regards to a new product. Explaining available services.

Recommending new uses for a product. Correcting false impressions.

Informing the marketplace of a cost change. Minimizing buyers' concerns.

Explaining how the products work. Creating a company image

To persuade

Building brand preference. Persuading purchasers to buy now.

Encouraging turning to your brand. Persuading clients to receive a sales call.

Changing buyer perceptions of product capabilities.

To remind

Reminding clients that the merchandise may be needed soon.

Keeping the merchandise in buyers' thoughts during off seasons.

Reminding customers where to buy the products.

Retaining top-of-mind product understanding.

As shown in the next figure, there will vary advertising goals, and assign its goal, which is to see, persuade or remind. Presenting a fresh product category, helpful advertising closely used, if the target is to build a standard need, but the competition increases, persuasive advertising is becoming significantly important. Here, the business's objective is to construct selective demand for the brand to persuade consumers to supply the best quality for his or her money. Reminder advertising, on the other hands, the employee maintains the mature products, the clients think the merchandise.

2. 4. 1 Standardization vs. Adaptation

International marketers and promoters can reach the marketplace in various ways when advertising something or service across the world. Or can be considered a standardized approach, adapted to approach or mixture of the two strategies. As the international campaign advertisising standard used across all marketplaces, the altered view of the many advertising campaigns and adapt to different markets, the local conditions.

However, there are many different opinions about the best way to become successful in the promotional initiatives, and although research shows that advertisements for several products be standardized throughout the world, both strategies provide their own strengths and weaknesses.

The primary inspiration for companies to standardize on advertising is the desire to create a more homogenous picture of the company and the brand on the market for more than a homogeneous brand image across marketplaces can result in enhanced global brand. Other benefits are the standardization of the financial benefits associated with cost benefits, the ability to use a coordinated strategy and the appeal of cross-market segment. Furthermore, when a well-known international brands, will achieve success, the standardized strategy, as these advertising make the brand, to remind, and reinforce, such as communicating the product benefits. However, many scientists explain a uniform approach to problems, and therefore supports the marketplace customization and version to fit the "special sizes" in various international marketplaces. Indeed, it was stated that the various countries and areas other than where in fact the factors such as culture, consumer preferences, racial, disposable income, regulation, nationalism, technology, contemporary society, and the professions. Because of this, support for adaptation approach insist that the multinational companies to understand how to change to these factors, according to the advert. However, both strategies are declined by different analysts highlight that the useful difficulty of making use of them (Vrontis, 2005). Instead, a combined approach, also called the contingency strategy may be used as an opportunity to the variance, depending on situation.

2. 4. 2 The Terminology Found in Advertising Campaigns

When the cross-border advertising, marketers is to decide never to use the mother tongue of the campaign. There are several reasons that drive companies to use foreign languages in advertising, such as financial and image reasons.

Advertising costs are reduced when the prevailing foreign-language television ads, rather than new ads designed for your native terminology. Furthermore, in some cases, the advantages of the merchandise image to make use of the language because it is more effective. The non-English speaking countries, British is the most commonly used foreign language ads. The global company can install an English-language advertising in many countries across the world to see, as the majority of the united states, the first English language. Furthermore, as the translation of the English language in the neighborhood language may not be necessary to use the preserved money in the event of a global British campaign.

2. 5 Sponsorship

Previous studies have shown that although the many explanations of sponsorship are they all confirm that the sponsorship is mostly a commercial activity, if the sponsoring company to reach the right to promote the items of the association sponsored an advantage in return. Specifically, "the underwriting sponsorship of special events to support corporate goals by increasing the corporate image, increase brand awareness and promote direct sales of products and services. "

Sponsorship activities are used for many reasons, however the three most popular objectives, to understand the overall corporate and business communication, which includes building and strengthening brand understanding, brand image and corporate image.

Specifically, strategies aimed at increasing brand consciousness, advertising is normally employed using an array of tools made to support the brand is the most potential prospects possible. However, certain factors, like the sponsor of industry and company size impact the choice of an sponsorship activity, and therefore the targets range between companies. For instance, producers often look for opportunities for general public and the media, as sponsors of the service is more encouraged to increase their employees' morale.

2. 5. 1 Event Sponsorship

As a result, the quantity of leisure in the current society, sponsors the function has become extremely popular. Linked to the brand's sponsorship of a meeting can help companies gain a better consumer recognition and curiosity about associating an event that is very important to consumers. Specifically, if the image is moved through an association to promote the product is created, lots of external and interior factors.

Event Type

There are various occasions, such as sports activities, music and the related happening, event, image and affect in many ways. An event of the image is strongly influenced by one's attitude in case of the past, through sponsorship or other styles of visibility. Event image influences the evaluation of non-understanding of the case are formed organizations presented in consumer memory space.

Event Description

Many characteristics of a particular type of event than the event occurrence. Events including the size can be considered along lots of dimensions, such as the length of the event and the level of the press. Indeed, he thought that the professional status of designers, the event's venue, such as heat range and comfort, the beneficiaries will be afflicted by a standard analysis of the event's image.

Individual factors

An event may have different images for differing people therefore of various factors influencing the event image, and the way in which where the recipients can browse the factors. Examples of such events, they are regarded as the amount of images, and so more difficult to associate this event, an personality. Furthermore, a person in the annals of a specific event can affect one's belief of a meeting picture, just like a long history of deep-seated and usually triggers a continuous picture.

Moderating variables

Sponsor-event similarity means that the merchandise in question is in fact supporting the use of the members through the event, or if the function is directly from the image of the brand's image. A meeting or a sponsor, or several hundred followers at various levels.

Sponsors a number of incidents, however, reduces the likelihood a particular brand only associated with the event because of the extra stimulus to all consumers should investigate and address. Occurrence can affect the image transfer process, an event that may appear in either sole or repeated basis.

2. 5. 2 Athletics Sponsorship

Sponsorship of activities sponsorship, the most frequent activity, because the flows are incredibly strong images through television set as a wide-ranging press coverage, and this attractive to all classes in contemporary society and, as a result, the mass international audience. Indeed, language can be beat, so that nationwide limitations, as this number is non-verbal elements, such as the general concept of hope, pain, or even to win. Because of this, many international marketers seeking to create symbols on specific meaning, which is universally known. Growing sum of money spent on sports, like the Olympic Game titles and the upsurge in the number of sports-oriented radio conversation shows and television networks, such as the Sports Encoding Network, illustrate the growing importance of sport in modern-day society. Not merely in sports sponsorship to continue popular and growing form of marketing, but relating to Gwinner et al. (2003, p. 275), "fanship sport creates that much more intense, more troublesome and a longer term than other fun social activities that do not directly participate in the spectators' happenings ".

2. 5. 3 Celebrity Endorsements

Celebrity Clause has progressed tremendously over the past generations and has been acknowledged as "the ubiquitous feature of modern marketing '. Matching to McCracken (1989, p. 20), the famous circumstance is "any individual who uses his public recognition on behalf of a consumer good in her ad. " Predicated on the notion that a successful super star spokespersons for the company's brand or product, to deliver the business's advertising message and persuade consumers to get the sponsored brand, a substantial amount of money spent each year to support stars.

Accordingly, it is validated, scientists and marketers to the movie star endorsement of a very effective marketing tool, the celebrities have a substantial impact on consumers' attitudes and buy intent.

Benefits of super star endorsements is that it's able to recognize the ads encompassing the ad mess that the product (s) immediate persona and appeal. Furthermore, celebrities, who are especially popular and well known surrounding the world, in a position to get into the international market segments, and thus exceed cultural boundaries. However, the risk of celebrities to support that a super star can have a negative impact on brand image or product that he helps the consequence of negative news, or the general public, or just not appealing to everyone, seeing as often conveys the image of a celebrity himself, implemented the brand, and this in line with the brand image of the rotator itself onward.

2. 6 Model

Seeing the whole of the thesis is to gain a deeper knowledge of the effect on consumer tastes in the local market, a number of factors to be analyzed, as you can plainly see the model below. Furthermore, we wish to see the relationship of the many factors in the model. Word: the international advertising embodies the multimedia placement and spanish, and the neighborhood target age. The reason for this decision, to examine if there is a difference between the target groups because of the fact that the consumer preference theories claim that there is a difference in consumer behavior may be, for example, of the age.

2. 6. 1 Hypotheses

In the 1980s, consumers examined, that they prefer Pepsi over Coca-Cola products, and the results confirmed that the majority actually choose Pepsi. Yet, oddly enough enough, the Coca-Cola has been but still is the leader in the market for cola drinks. Predicated on these results we expect the next
H1: Consumers plainly favor a brand, however in reality the addition of another flavour. Coca-Cola and Pepsi marketing strategies are different, specifically, to the commercials, where the Coca-Cola depends strongly on the traditions, while Pepsi relies more on attracts celebrities and teenagers (www. geocities. com). As a result, we recommend the next

H2: observed the Coca-Cola and Pepsi seem to target different consumers of advertising and sponsorship, we think that, depending on a person's age, the decision of cola product differs, and their tastes desire. Specifically, the youngest age group, especially in a far more positive attitude towards the entire Pepsi, as the oldest age group more positive on the Coca-Cola.

Theory would be that the young people looking for belonging, independence and the authorization to name a few, but more importantly, the necessity to feel accepted, especially their peers (Solomon et al. 2001). Consequently, switch brand tastes tend to be easy targets, and marketers. Thus, the primary focus of their advertising as they are exposed to the consumer and media (Blackwell et al. 2001). As a result, we recommend the next

H3: Eighteen-year-olds and more youthful is at the highest level of knowledge of brand advertising, so these are more affected by their selection of products than another generation.


3. 1 Choice of Topic

Today, people are confused by daily volume of promotional initiatives on tv set, radio and newspapers, to mention a few. The increase was especially evident during the ads are big events such as concerts and sports. As a result, the wintertime Olympics in 2006, and the actual fact that the three of us are very considering the sport, the sponsors of the event will not go unnoticed. Among these is the fact the client specifically captivated over

Play was that the company "X". The issue "X" advertising, you could start where we began reminiscing of the various "X" in advertising slogans, and was present throughout our lives. Eventually, it became clear that although a lot of the associates of the group's products in the "X". This resulted in the next question, why people choose one brand over another, since in this case the product is homogeneous. We discovered that interesting and started talking about possible explanations for such. That which was finally agreed that, although the taste is rather similar, the dominant factor in relation to the advertising campaigns. This, as well as an extraordinary amount of advertising to consumers released in an attempt to persuade these to buy products, led us to the topic. So we decided to explore the magnitude that advertising influences consumer preferences. More accurately, I thought it might be to continue the study of why consumers clearly favor one brand to another. Another reason behind this issue chosen because of the fact that the products are homogenous, competition and advertising mess increases, therefore companies must find new ways to distinguish themselves from others, and appropriately found it to be appealing to look at what other factors, such as advertising affects consumer preferences.

3. 2 Research Approach

When conducting a research, researchers can choose between two solutions, qualitative and quantitative methods. The qualitative method will involve gathering a lot of information on some test items to the interviews and observations, while the quantitative method means that the researcher collects little information on test results in many models, such as questionnaires.


We have seen that we now have consumers who are associated with the brand's advertising, in addition to the actual knowledge of the brand's ads, really feels that the chosen product is greatly inspired by the brand's advertisements. Using the vocabulary of the local market can be an international campaign, on the other palm, has no impact on the decision of the consumer of the product because it discovered that a British advertising campaign to truly have a greater effect on consumer preferences. In addition, strong international brands, which are often associated and known a wide range of advertising campaigns, will not always imply that consumers are indeed alert to the campaigns. Hence the final outcome that is not clear as that advertising affects the buying process itself, as it could have been assumed.

As the international sponsorship, it can be figured those who affiliate the brand with sponsorship and also really know what the brand sponsors, only a little small percentage of the attitude of consumers influenced by the subsidized product. However, not being symbolized, this is likely to affect the attitude is positive or negative way, and it is difficult to determine a clear website link between the conduct and the effect on consumer tastes. Who are the consumers who've a favourable opinion of the sponsored event, however, many claim that consumption is affected by the sponsored brand. Finally, it could be concluded that the endorsement of only a few celebrities influence consumers' purchasing behavior. However, this did not show whether positive or negative effect on the finish.

When getting high quality brands, in cases like this, the taste factor, it could be concluded that consumers prefer the taste is essentially a totally different product. Consumers who prefer a global brand within the other, that homogeneous products are not actually view the brand preferred by various factors, like a brand, slogan, and the sponsorship activity is preferable to your competitors. This means that the consumer preference is based on a variety of factors, a few of that have not been researched in this research, as the brand and country of origin, and hence the typical positive attitude into the brand, creating an emotional attachment to that brand loyalty. In conclusion, the impact of international brands in the consumer preferences of most, that the appointment together of many different factors impact consumers, but only 1 factor that can't be strong enough to influence consumer choices.

The need for the investigated factors that affect the choice of the buyer of the product varies in different age ranges, more specifically, young adults generally, these factors are higher than other age ranges. In addition, young people of all adjustments in the greater affected and develops on several elements, such as advertising, sponsorship and movie star supporters. Interestingly, advertising's influence in the decision of the buyer of the product does not differ in different age groups, and likewise to support and perceive superstars sponsorship of incidents. Finally, it could be concluded that, depending on what level of life one is, the discount brands and products will vary.

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