Advertising and Consumers’ Attitude towards Consumer Products: An Analysis

Md Abu Sina, Md Ruhul Amin, Md Jahangir Sadat

Abstract


Advertising today is one of the most important and widely used elements to attract existing and potential consumers, especially for consumer products, all over the world. To know the impact of various advertising elements on the attitude of consumers in purchasing consumer products, respondents are selected conveniently from four districts in Khulna division, Bangladesh and are provided the structured questionnaire. The collected data are analysed by using different statistical tools depending on different demographic factors to know the impact of advertising of consumer products on the attitude of consumers. This research reveals that gender, age groups and incomes are affected differently through varying advertising elements used by the organizations. The attitude of young age consumers are positively influenced by internet and direct marketing elements; old age groups are mostly influenced by television advertising and mid-age groups are influenced by both the types but decisions are made by initially gathering required information before making buying decision. Lower income people are mostly influenced by advertising whereas higher income people judge the quality attributes and price level of consumer products. This research suggests that organizations should design separate and unique advertising elements to attract and influence different consumers depending on their product specifications and target markets of consumer products in Khulna division, Bangladesh.

Aus. Aca. Busi & Eco. Rev Vol 2(2), April 2016, P 173-195


Keywords


Advertising; Consumer Products; Consumers‟ Attitude; Age Group; Income Level; Gender of Consumers

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