The population of consumers are not known since the

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The population of consumers are not known. Since the exact number of consumers in the metropolis cannot be estimated as there are no existing data, the purposive sampling technique was used for sampling, which cannot be used to generalize result. In this sampling design, there is no probabilistic way to estimating the representativeness of the selected samples. Statistical Modeling Another challenge facing the study was statistical modeling of the determinants of the impact of advertising on consumer buying behavior. The modeling of the variables (emotional response, environmental response, Brand awareness and sensory stimulated advertising was so 6
tedious for the researcher. Therefore, the technical nature of the study also limits the study under investigation. Advertising is essentially to fulfil the traditional desire of firms to reach the ever increasing population so that their products may receive optimum exposure. The role of advertisement; to increase sales revenue and profits of the local firms and increase the demand for goods, has been falling apart. (Sundarsan, 2007). Most increase in product sales, especially, cosmetic products have been attributed to other factors like taste; long term use of a product and users unwillingness to switch products. This has raised numerous questions as to why cosmetic firms still do advertise their products. Advertising has been a subject for debate either on one pretext or another for decades at the beginning of the 19th century. People showed little interest but it later became a fertile topic for research at the turn of the 19th century. (Sharma and Sharma, 2009). This study therefore seeks to find out the role advertising play in the consumer buying behaviour of cosmetic products with emphasis to its users in and Malaysia . We are considering cosmetic product because we believe it satisfies the conditions of commodities on which it is effective to advertise. There are a lot of cosmetic products which are differentiated but serve the same purpose. Again these products are believed to have intrinsic qualities which can only be known after it has been used and lastly, some consumers attach strong emotions to the end products of these good and use it to improve their social status. 1.4 Objectives and Overview of Approach Identify the factors affecting customer behavior toward advertisement To study the demographic profile of the customer’s behavior toward advertisements identify the effect of emotional response on consumers buying behavior. ascertain the effect of environmental response towards brand on consumer buying behavior determine the effect of Brand awareness on consumer buying behavior identify the effect of sensory stimulated advertising on consumer buying behavior.

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