Role of product promotion on consumers buying behaviors

Noor Rahman Tahiri

MPRA Paper from University Library of Munich, Germany

Abstract: The present research is focusing on the impact of product promotion on consumer’s buying behaviors. Brand image, persuasiveness and celebrity endorsement in the Promotion are the key factors, which raise the consumers’ intentions towards the product and buying behaviors. The buying behavior is strongly influenced by image of the product, which is built by the advertisers. The primary data of the study is collected through questionnaires and secondary data was collected through internet, journals and business magazines. A sample of 80 respondents was taken. The study explores that a creative and well-executed advertisement has always a great impact on the buying trends or purchasing behaviors of the consumers. At the same time quality of the product and price are also included with their strong impact on buying behavior of consumer. Likewise, to some extent the celebrity endorsement also matters in the buying behavior. Therefore, the study concludes that the positive impact of all these factors, on the buying behavior of the consumer proves the loyalty of consumer towards brand which helps in promotion of the advertised product and changes the buying behavior towards buying intentions.

Keywords: product; promotion; consumer behaviors (search for similar items in EconPapers)
JEL-codes: D11 L23 M11 O14 (search for similar items in EconPapers)
Date: 2019-01-06
New Economics Papers: this item is included in nep-mkt
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/92017/1/MPRA_paper_92017.pdf original version (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:92017

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().