scholarly journals Drivers of Celebrity Endorsement and Its Effect on Consumer’s Buying Behavior: A Case Study of FMCGs in Peshawar

2021 ◽  
Vol 2 (1) ◽  
pp. 87-96
Author(s):  
SHAHZAD KHAN ◽  
SAQIB SHAHZAD ◽  
NAUMAN HABIB ◽  
GHAYYUR QADIR
Keyword(s):  
Quantitative Research ◽  
Business Environment ◽  
Purchase Decision ◽  
Direct Impact ◽  
Celebrity Endorsement ◽  
Buying Behavior ◽  
The Right ◽  
Celebrity Endorsers ◽  
Consumer Buying Behavior

Because of a business environment of cut-throat competition, companies must find ways to strike for survival and sustain a competitive position in the market. Celebrity endorsement is one of the strategies which companies frequently used to promote the brand thus enhance sales and ultimately increase market share. There are a number of researches which investigated the effects of celerity endorsement on consumers’ buying behavior. However, traits such as credibility, expertise attractiveness and compatibility of celebrity endorsers have not been investigated. Therefore, this research is to investigate effects of celebrity endorsement on consumers’ buying behavior. In order to obtain a more reliable result, a quantitative research is carried out to investigate the topic. In general it was found that which trait of a celebrity is most significant in influencing consumer buying behavior. For instance the credibility, expertise, attractiveness and compatibility of the endorser were found to be the most important traits of the celebrity that can influence consumer buying behavior. Generally the effect of celebrity endorsement is found to have little direct impact on consumers’ purchase decision, yet it is still an effective strategy because it is suggested as a good way to grab consumers’ attention. This research also suggests some criteria for selecting the celebrity endorsers with the right attributes for their products. Therefore companies are recommended to conduct sufficient research in order to generate the best effect of a celebrity endorsement.

scholarly journals CONSUMER BUYING BEHAVIOR TOWARDS ONLINE SHOPPING

2016 ◽  
Vol 4 (8(SE)) ◽  
pp. 60-65
Author(s):  
Lakshmi
Keyword(s):  
Social Class ◽  
Online Shopping ◽  
Business Environment ◽  
Online Marketing ◽  
Buying Behavior ◽  
Group Relation ◽  
Potential Consumer ◽  
Buying Behaviors ◽  
Internet Literacy ◽  
Consumer Buying Behavior

With the increasing internet literacy, the prospect of online marketing is increasing. There are millions of people online any time and they all are a potential consumer in the online market. Since there are so many providers, the most important thing for organizations is to understand what are consumer wants and needs in this competitive business environment. Customer buying behaviors are influenced by different factors such as culture, social class, references group relation, family, salary level and salary independency, age, gender etc. and so they show different customer behaviors. These studies explain online shopping important and consumer buying behavior in online shopping.

scholarly journals Impact of advertisement and price on consumer purchase decision

2020 ◽  
Vol 23 (1) ◽  
pp. 63-84
Author(s):  
Binita Manandhar
Keyword(s):  
Regression Analysis ◽  
Correlation Analysis ◽  
Statistical Technique ◽  
Purchase Decision ◽  
Buying Behavior ◽  
Moderating Variables ◽  
Academic Qualification ◽  
Static Correlation ◽  
The Impact ◽  
Consumer Buying Behavior

Advertisement and price play crucial role in consumer buying behavior. The purpose of this study is to measure the impact of advertisement and price in consumer buying behavior. The data were collected by questionnaires using convenient sampling, a sample 400 questionnaire were distributed and 370 complete questionnaires were received from the respondents. Data were analyzed by using different statistical technique such as descriptive static, correlation analysis and regression analysis. The findings of the study showed that advertisement and price have significant impact on consumer purchase decision. Gender and academic qualification were also included as moderating variables and found no significant influence of such variables on consumer purchase decision.

scholarly journals CRITICAL ATTRIBUTES ON SUPPLY CHAIN STRATEGY IMPLEMENTATION: CASE STUDY IN EUROPE AND ASIA

2013 ◽  
Vol 4 (4) ◽  
pp. 66-75
Author(s):  
Ilkka Sillanpää ◽  
Nurul Aida binti Abdul Malek ◽  
Josu Takala
Keyword(s):  
Supply Chain ◽  
Critical Factor ◽  
Business Environment ◽  
Strategy Implementation ◽  
Future Research ◽  
Global Business ◽  
Supply Chain Strategy ◽  
Factor Index ◽  
The Right

Abstract This case study research aims to compare the performance of the implementation of supply chain management (SCM) strategies within Asian and European Companies. The case study measures company’s opinions of supply chain strategy implementation through utilization of Sense and Response methodology. Critical Factor Index (CFI), Balanced Critical Factor Index (BCFI) and Scaled Critical Factor Index (SCFI) are used in this study to represent the result of comparison between European and Asian companies. From the analysis of comparison of all Sense and Response models, it can be concluded that there are differences and similarities of critical attributes that affecting supply chain strategy implementation in Asian and European companies. There are two attributes that have consistent trend for both regions; innovation and organization structure. In this research the analysis of supply chain strategy implementation was made for the needs of manufacturing industry. Suggestions for future research are multiple case studies in different industry areas in global business environment. The results provide a guideline to the company to measure the right attributes for making the right decision in a dynamic environment. It also provides good knowledge for companies to implement supply chain strategies, the main approaches to implement it and the main challenges in supply chain strategy implementation. Supply chain strategy implementation was analyzed in the European and Asian companies. This research shows that there are several developing areas for companies when implementing supply chain strategies.

scholarly journals Management Accounting Techniques and Firm Performance of Major Construction Companies in Nigeria

2021 ◽  
Vol 5 (3) ◽  
pp. 73-93
Author(s):  
Chinomso Asikogu ◽  
◽  
Esther Nkatha M`Ithiria ◽  
John Kebaso Omurwa ◽  
◽  
...  
Keyword(s):  
Firm Performance ◽  
Quantitative Research ◽  
Management Accounting ◽  
Target Population ◽  
Time Frame ◽  
Business Environment ◽  
Strategic Analysis ◽  
Activity Based Costing ◽  
Construction Companies ◽  
The Right

To remain competitive, construction companies must continually improve and one way is by use of the right MATs. The adoption of MATs can help organizations to improve their financial performance continually and consequently overall national economic development. This study investigated influence of management accounting techniques on the firm performance of construction companies in Nigeria. The objectives were, to assess firm performance level of construction companies in Nigeria, to examine the influence of activity-based costing (ABC), strategic analysis, and budgeting practices on firm performance. The study used quantitative research design while the target population was all the 35 major construction firms. The sample size was 13 companies. The research used questionnaire to gather data from 170 managers. The study used descriptive statistics and inferential analysis. The study found that ABC, strategic analysis, and budgeting practices had positive relationship with firm performance. The study concludes that the companies employed ABC to improve firm performance. The study concludes that most companies used both internal and external analysis to improve performance. The study concludes that many companies failed to involve all departments during budgeting. The study recommends that companies should increase resources to complete projects within stipulated time frame. The study recommends that the policies should be enhanced by conducting researches and regular evaluation to improve business environment for the realization of improved performance of the construction companies. Key words: Management Accounting Techniques, Activity-Based Costing, Firm Performance, Strategic Analysis, and Budgeting Practices

scholarly journals Effective Advertising and its Influence on Consumer Buying Behavior

2012 ◽  
Vol 4 (3) ◽  
pp. 114-119 ◽  
Author(s):  
Ghulam Shabbir Khan ◽  
Burhan Ali Shah . ◽  
Ahmed Imran Hunjra .
Keyword(s):  
Emotional Response ◽  
Purchase Decision ◽  
Environmental Response ◽  
Buying Behavior ◽  
Independent Variables ◽  
Effective Advertising ◽  
The Relationship ◽  
Moderate Relationship ◽  
Consumer Buying Behavior

Advertising is a way of communication to convince an audience for taking purchase decision about a product or service and delivering information to viewers. This paper examines the relationship between environmental response and emotional response which are independent variables with dependent variable i.e. consumer buying behavior. This research investigates the relationship between the variables involved, by taking the 200 responses in twins’ cities of Pakistan. Findings of this study show the moderate relationship between independent variables and dependent variable. It shows that consumer purchase those brands from which they are emotionally attached. This study reports new results in the field of buying behavior of consumers’ response.

Effect of Celebrity Endorsements on Consumers Purchase Decision in Nigeria

2016 ◽  
Vol 3 (9) ◽  
pp. 103
Author(s):  
Chioma Dili Ifeanyichukwu
Keyword(s):  
Young Adults ◽  
Business Environment ◽  
Consumer Products ◽  
Marketing Strategies ◽  
Purchase Decision ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Intense Competition ◽  
Brand Ambassadors

The use of celebrities is one of the very many marketing strategies employed by marketers in today’s business environment. The Nigerian economy has witnessed increased launching of consumer products. No doubt, intense competition in the business environment among various products and services has led to organizations endorsing deals/ambassadors. Nowadays, we hear the term “brand ambassadors” more often than usual. Celebrity endorsement is one of the very many features of modern marketing. This study attempts to determine the effect of celebrity endorsement on consumer purchase of a product. 200 young adults were conveniently selected as respondents for the study. Regression was used to test for the significance of the hypotheses generated.

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