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D Rajasekar
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Decision Sciences, Operations Research & Management Engineering Environmental Science Industrial & Manufacturing Engineering Transportation

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A Study on the Customer Insight towards Advertising Practices in HDFC Standard Life Insurance Company Limited D Rajasekar
International Journal of Supply Chain Management Vol 7, No 1 (2018): International Journal of Supply Chain Management (IJSCM)
Publisher : International Journal of Supply Chain Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (13.161 KB)

Abstract

About products and services and how to it is being used, obtained the main purpose of advertisement is to inform potential customers. Through creation and reinforcement of brand image and loyalty in order to increase the consumption of goods and services many advertisements are designed. For both factual information and persuasive messages this being the main purpose of the advertisement. Likes of television, radio, movies, magazines, newspapers, video games, internet, and billboard all these mediums advertise messages. On behalf of the company the advertising agencies places advertisements. Various places like on the seats of grocery carts, on the walls of an airport walkway, on the sides of buses, heard in telephone hold messages and in-store public address systems the advertisements can be seen. For selling a product, service to the general public which includes political parties interest groups, organizations that supports religion, new recruits from military the organizations spend large amount of money on advertisement but do not strictly sell. Some rely purely on free channels, public service announcements, and non profit organizations for advertising clients.
A Study on Purchase Decisions of Celebrity Endorsement on Advertising Campaign in Influencing Consumer – Impact Analysis D Rajasekar
International Journal of Supply Chain Management Vol 7, No 1 (2018): International Journal of Supply Chain Management (IJSCM)
Publisher : International Journal of Supply Chain Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (13.161 KB)

Abstract

Influence plays a important role in the field of advertising by changing the perception attitude of the consumer in information and media explosion.By different celebrities variety of brands is being practiced across the world. The power of celebrities influencing the consumer is being determined by the marketers. Over a period of time celebrity endorsement is in practice. In India the celebrity endorsement business has now turned into evergreen industry. The celebrities in order to increase the sales in the market extend the shares of the marketers who endorsers to increase the purchase decision of consumers. In order to investigate, analyze the relationship of credibility of celebrity endorser and consumer willingness to buy, to find the moderating effect of experience of celebrity are studied in detail. Using standards deviation and regression analysis the participants were asked to answer a questionnaire that corresponded with purchase intentions attitude towards the advertisement and the brand measured against the independent variables, physical attractiveness, source credibility, and celebrity/brand congruency, experience and buying intention by using mean. Using Cronbach alpha test of significance the reliability is being tested. Celebrity endorsements generated higher purchase intentions, positive attitudes toward the advertisement and positive attitudes toward the brand is being found out.
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