Exploring Consumer Behavior towards Product Placement Strategy through Television Programs: A Case Study of Q Mobile in Pakistan

Asad Khan (), Rabna Nawaz Lodhi and Muhammad Faisal Saddique
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Rabna Nawaz Lodhi: Institute of Business & Management, University of Engineering and Technology Lahore, Pakistan
Muhammad Faisal Saddique: Hailey College of Commerce, The University of Punjab Lahore, Pakistan

International Journal of Economics and Empirical Research (IJEER), 2015, vol. 3, issue 3, 105-114

Abstract: Purpose: The changing attitude of viewers in skipping conventional television advertisements is causing a serious concern for advertisers. To respond this, marketing professionals are using diverse and more dynamic advertising strategies for instance, product placement to attract prospective customer attention. The study uses case study approach and the respondents are asked about the product placement of a mobile phone company (Q mobile) that uses product placement in a famous TV play (Bulbaly) in Pakistan. Methodology: This study examines the consumers behavior towards product placement as advertising strategy in television programs. It also examines how consumers with diverse demographic backgrounds responds to product placement advertising strategy. The study found significant influence of product placement in TV programs on consumer purchase intentions for the case of Q Mobile in Pakistan. The study also investigated how product placement differs on purchase intentions of consumers having diverse demographics including age, gender, education, income level and TV watching frequency. Findings: The findings of this research provide important information to devise a more successful advertising campaign to obtain a favorable consumer response. Recommendations: Recommendations are made on the basis of empirical analysis.

Keywords: Productplacement; consumer behavior; Pakistan (search for similar items in EconPapers)
JEL-codes: L68 (search for similar items in EconPapers)
Date: 2015
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