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A quantitative research of consumer’s attitude towards food products advertising

Mirela-Cristina Voicu ()
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Mirela-Cristina Voicu: "Nicolae Titulescu" University of Bucharest, Romania

Computational Methods in Social Sciences (CMSS), 2013, vol. 1, issue 2, 11-20

Abstract: Identifying the consumers' attitude towards television/radio/press advertising is especially important, a fact which is highlighted by national and international speciality literature. The attitude of the consumer towards a television commercial influences the attitude towards the promoted product or brand. Thus, a positive attitude towards the commercial for a brand determines a positive attitude towards the respective brand and, eventually, may result in the formulation of the purchase intent. It is hard to say which aspects of advertising have the greatest influence on the formation of consumer attitudes and purchase intent formulation, but not impossible to find out. In this context, through this study, we aim at contributing to the determination of the consumers' attitude towards televised advertising aimed at promoting food products.

Keywords: marketing research; consumer behavior; attitude; dimensions of consumer behavior; statistic survey (search for similar items in EconPapers)
Date: 2013-12
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