Understanding the Role of Packaging Elements on Buying Detergent Powder in Dhaka City: A study on Bangladesh

Ashaduzzaman, Md.; Mahbub, Farzana

doi:10.14707/ajbr.160019

Cited by 5 publications

(3 citation statements)

References 31 publications

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“…This implies that TLA is the most significant and the most impactful determinant of the consumer buying behaviour in Katsina. This discovery in consonance with the results of Abdel-Gadir and Alfarsi (2020), Ashaduzzaman andAsif-ur-Rahman (2011), andGangal (2011), that also documents that television is the most influential media of advertisement. This finding also supports the assertion of Kotler (2002) that television advertisement is the most effective in influencing consumer buying behaviour.…”

Section: 7discussion Of Findingssupporting

confidence: 86%

Effect of Advertising on the Consumer Buying Behaviour of New Products in Ajinomoto Foods Nigeria Limited, Katsina-Nigeria

Abubakar,

Achuku

2023

JBM

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This study explores the effect of advertising on the consumer buying behaviour of new products (Delidawa & Madish) in Ajinomoto Foods Nigeria Limited, using 550 respondents drawn from different streets of Katsina town, Nigeria. The study adopts a cross-sectional survey research design, favouring the collected structured questionnaire at a single point in time. The study employed both descriptive and multiple regression techniques to analyze the data. The main findings of the research reveal that television advertising has a positive and statistically significant effect on consumer buying behaviour; radio advertising has a negative but significant effect on consumer buying behaviour, and outdoor advertising has no significant effect on the consumer buying behaviour of Delidawa and Madish products in the Katsina town. The study concludes that although advertisement mainly, through television, has the potential to create the needed awareness about a product, arouse consumer’s interest, and spark desires, which leads to the ultimate demand for a product, other factors such as elasticity of demand, price, quality of the product, income level and taste among others are also determining factors of the consumer buying behaviour for a product. The study recommends, among others, that Ajinomoto Foods Nigeria Ltd should increase the frequency of the television advertisement as doing so can enhance the consumer buying behaviour of the new products

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Section: 7discussion Of Findingssupporting

confidence: 86%

Effect of Advertising on the Consumer Buying Behaviour of New Products in Ajinomoto Foods Nigeria Limited, Katsina-Nigeria

Abubakar,

Achuku

2023

JBM

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“…6 With the rise of self-service establishments, the role of packaging has become even more relevant and necessary. 7 Packaging is the fifth “P” in the marketing mix and is also referred to as “sales packaging”. 8 The marketing function of “sales packaging” comprises visual attributes and information attributes.…”

Section: The Packaging Of Food Products and Consumer Behaviourmentioning

confidence: 99%

Ghee with Glee: A Study of How Consumers Evaluate Product Packaging

Chavadi

Mubeen

2018

Metamorphosis: A Journal of Management Research

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The main objective of this empirical study is to comprehend how consumers appraise product packaging. Three quality attributes of packaging – technical, functional and informational - and their influence on consumer satisfaction and loyalty were assessed. The study was conducted on Ghee product packaging, involving 199 family units, using four types of packaging. A total of 398 structured questionnaire was used to collect the data from both the moments (moment of purchase and after usage). Statistical tools such as ‘SPSS’ and ‘AMOS 20’were used to construct and evaluate the sequential chain of quality attributes, satisfaction and loyalty. The results identify the most and least valued quality attributes and what differences persist between the four types of ghee packaging. This study contributes to the body of knowledge in terms of consumers’ purchase experiences with regard to the packed ghee product. The present study provides empirical perspectives to marketing managers, product managers and ad agencies, besides throwing up business implications.

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“…Digital advertising, one of the costeffective modes of advertising, enables to reach a wide number of scattered markets. When it comes to digital advertising, television advertising, one of the first kinds of digital advertising, played a vital role in shaping consumer behaviour (Ashaduzzaman & Rahman, 2015). With the greater acceptance and adoption of the internet in today's marketplace, online advertising is getting increasingly popular in personal business.…”

Section: Introductionmentioning

confidence: 99%

Advertising Value Constructs’ Implication on Purchase Intention: Social Media Advertising

Karunarathne,

Thilini

2022

Management Dynamics in the Knowledge Economy

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Social media advertising has become one of the most popular and profitable advertising modes in today’s business world. Thereby, many firms have adopted digital marketing strategies to promote their business and to increase customer purchases. This study was conducted to examine how identified influential factors, namely, Informativeness, Entertainment, and Irritability, affect social media advertising value and find the ultimate implication on customer’s purchase intention. An online questionnaire was developed and used as a survey instrument to gather the required information from social media users. Relevant research hypotheses were developed and tested using structured equation modelling to identify targeted relationships. The analysis results indicate a more substantial implication of advertising value on customer purchase intention. It implies customers’ positive perception of the advertisement; nevertheless, irritability generates a negative effect. Though the informative components and entertainment acts of promotion had a positive impact on Advertising Value, a more substantial implication was recognized through customers’ evaluation of the entertainment content of those advertisements. Further, the more significant importance of advertising value on brand image and purchase intention was identified through the analysis. The study contributes by identifying needed actions in advertised content to gain customers’ attention through social media advertisements. Further, the model presented confirms the requirement of an effective social media advertising strategy to gain more significant benefit to the firm by enhancing advertising value. Firms need to express a more profound concern about advertised content and repetition frequency since the irritating perception of customers can weaken the advertising value of social media advertisements.

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Understanding the Role of Packaging Elements on Buying Detergent Powder in Dhaka City: A study on Bangladesh

Cited by 5 publications

References 31 publications

Effect of Advertising on the Consumer Buying Behaviour of New Products in Ajinomoto Foods Nigeria Limited, Katsina-Nigeria

Effect of Advertising on the Consumer Buying Behaviour of New Products in Ajinomoto Foods Nigeria Limited, Katsina-Nigeria

Ghee with Glee: A Study of How Consumers Evaluate Product Packaging

Advertising Value Constructs’ Implication on Purchase Intention: Social Media Advertising

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