Answer To: This is an individual, written assessment, to be completed in report format. You are required to...
Soumi answered on May 28 2020
Running Head: PROFESSIONAL PROJECT 1
PROFESSIONAL PROJECT 2
PROJECT TITLE: ANALYSING THE IMPACTS OF ADVERTISING ON THE CUSTOMER BUYING BEHAVIOUR IN CASE OF CLOTHING BRANDS
CODE: ____________________
STUDENT NAME: ____________________
STUDENT NUMBER: ____________________
UNIVERSITY: ____________________
Executive Summary
The current research aims to analyse the relationship between advertising and customer buying behaviour, with the research question focusing on the impacts of advertising on the customer buying behaviour in case of clothing brands in Australia. The nature of the study has been secondary with reviewing the peer-reviewed journal articles for gaining background knowledge from the prevailing literature, while using the prevalent secondary data from reliable sources such as newspaper websites for supporting the analysis of the survey responses.
50 customers of clothing brands have been approached through random probability sampling for answering closes-ended structured survey questionnaire through emails. The findings give way to their strong discontentment of the ads, which show sexual implications, drug abuse, political overtures and racism. Thus, recommendations have been provided for using of content-driven advertisements, conducting Research & Development (R&D) on positive taglines and opting for neutral topics of ads in order to mitigate the issue.
Table of Contents
1. Introduction 4
1.1 Problem Statement 4
1.2 Research Aim and Research Questions 4
2. Critical Literature Review 5
2.1 Advertising and its Impact on Business 5
2.2 Customer Buying Behaviour and Factors regulating it 5
2.3 AIDA and DAGMAR Models of Advertising explaining Customer Buying Behaviour 6
2.4 Howard Sheth Model of Customer Buying Behaviour 6
2.5 Theory of Reasoned Action relating to Advertising and Customer Buying Behaviour 7
2.6 Hypothesis based on the Theoretical Underpinnings 7
3. Methods 7
3.1 Methods of Data Collection 7
3.2 Data Analysis 8
4. Findings 8
5. Discussion of Findings 8
6. Conclusion, Recommendations and Limitations 11
6.1 Linking Findings with Research Questions 11
6.2 Limitations 12
6.3 Recommendations 12
Reference List 14
Appendix 17
1. Introduction
The role of advertising in informing the customers about the products and services is a crucial support for the marketing department of the companies. Every business firm applies a variety of methods to promote their products that can help them to not only inform the customers about these, but also attract their attention into buying these. Hence, the current research has aimed to analyse the relationship between advertising and customer buying behaviour that can influence the clothing brands. The first section of this report deals in explaining the problem identified in this research area, the research aim and questions that help to resolve the identified issue.
1.1 Problem Statement
The key problem lies in the improper usage of advertising for promoting the products of the company. The perceivers of the As mentioned by Nguyen, Wu and Chen (2017), advertisements can be a great source of information to the people, who have never been associated with the brands so far and for them, who have but want to know more about their latest offerings. Thus, customers decide to buy those products, if they are convinced with the information provided to them through ads and not, if the ads fail to impress them (Kapferer & Michaut-Denizeau, 2017). This is grave issue in clothing sector, where it is very much important for garnering the attention of the customers, with the help of attractive ads of the clothing brands that promote the products in a positive light.
On the other hand, as argued by Bennur and Jin (2017), if the product is promoted with a message or tagline that imparts negative impression then that can lead the customers to change their mind from buying the clothing product, which is considered as failed advertising. Hence, it needs to be addressed for resolving this issue of the clothing business, for which this research has been conducted.
1.2 Research Aim and Research Questions
The aim of this research has been to analyse the impact of advertising on the buying behaviours of customers. The research has been conducted in specific context of Australian clothing brands.
The research question identified from the area of research issue is:
“What are the impacts of advertising on the customer buying behaviour in case of clothing brands in Australia?”
2. Critical Literature Review
2.1 Advertising and its Impact on Business
Advertising is a form of market communication that provides information about the products and services of the company in such a way that it is quite intriguing for the perceiver, who perceives the ad. As mentioned by Ashley and Tuten (2015), it is very important tool for helping the brands promote their products in the market over a varied range of media, which is why almost all the companies of the retail industry use this communication tool to let the public know about their commodities on sale. The concept of advertising is an age old process, where the method was quite simpler than what it is now.
As supported by Javornik (2016), the process has evolved over time, with major changes noticed in its types of medium used for projecting the ads and the content presented. A wide range of platforms have been used so far for promoting the business through ads, such as print media, television, radio, billboards, and now through digital media using internet. In the views of Park, Jeon and Sullivan (2015), irrespective of the medium used, ads are designed in a visually appealing way that helps the business to attract attention of the customers. On perceiving the ads, the customers decide whether to buy the product or not, thus, laying impact on the business.
2.2 Customer Buying Behaviour and Factors regulating it
Customer buying behaviour is a psychological process that makes a customer buy the product or services of a company after careful consideration. As stated by Kim and Johnson (2016), it is a cumulative reaction of the customer when they perceive the object or contents related to them and decide whether to buy the commodity from the company or not. In case the customer decides to buy the product or service, such a buying behaviour is referred to as positive customer buying behaviour, while the one, in which they decide not to buy is referred to as their negative buying behaviour.
According to the views of Walsh, Schaarschmidt and Ivens (2017), customer buying behaviour results from a number a factors or rather, it can be said that a number of factors regulate its development within the psychology of the customer. These factors are the quality of the product, its price, ease of availability, design, way of packaging and utility. However, as argued by Wu, Quyen and Rivas (2017), even before the customer is able to perceive these attributes of the product in person, they can at least receive an idea about the same from the advertisements of the products. Hence, ads serve a major role in developing the buying behaviour amongst them.
2.3 AIDA and DAGMAR Models of Advertising explaining Customer Buying Behaviour
The AIDA and DAGMAR models provide the scope to understand the development of buying behaviour amongst the customers due to their perception of the ads. As informed by Wijaya (2015), AIDA model, developed by Elias St. Elmo Lewis, which elaborates as Attention, Interest, Desire and Action, helps to project the ad in such a way that it first grabs the attention of the customer, then generates interest in them, leading on to developing a desire in them to buy the product, which finally leads them to whether take the action of buying it or not.
Hence, most of the clothing brands use this model to frame their ad campaigns where they create attention-grabbing ads, develop interest and desire within the customers, which finally help them to buy the product. However, as argued by Hassan, Nadzim and Shiratuddin (2015), if the ads of the products depict an inappropriate content such as sexually appealing clothes on a public ad medium or with a socially discriminating tagline, then the effect of the AIDA model can also lead to the customers deciding to take the action of not buying that clothing product.
On the other hand, DAGMAR Model, developed by Russel H. Colley, which...