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Singh, Tejinderpal
- Impact of Persuasive Communication on Product Awareness and Purchase Intention: A Quasi-Experimental Study of Probiotic Products
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Authors
Affiliations
1 University Business School, Panjab University, Chandigarh
2 Wipro Infotech, Banaglore
3 Chitkara University, Punjab
1 University Business School, Panjab University, Chandigarh
2 Wipro Infotech, Banaglore
3 Chitkara University, Punjab
Source
PRIMA: Practices and Research in Marketing, Vol 3, No 1 (2012), Pagination: 28-42Abstract
The present paper studies the impact of persuasive communication on product awareness and purchase intention with special reference to probiotic products. This is a 'One-group, pre-test and post-test' Quasi-experimental research design in which a sample of 100 students was taken from a university at Chandigarh by using multi-stage random sampling. Subjects' product awareness regarding probiotic products and purchase intention to buy probiotic products were measured in two phases by using validated and reliable instrument. Lecture-cum-power point presentation was used as a mean of persuasive communication. Mean scores of experimental group on product awareness and purchase intention were measured before and after the lecture. Inferences were drawn by using non parametric tests i.e. Wilcoxon Signed Rank Test and Mann-Whitney Test. it was found in the present study that there was positive and significant impact of persuasive communication on product awareness and purchase intention. The impact of persuasive communication was also found positive and significant across selected demographics i.e. gender, age and education. Study further found that there was no impact of gender, age and education on product awareness and purchase intention. In the end study argued that persuasive communication in the form of advertisements, seminars, conferences, lectures, awareness campaigns, etc., focusing on the benefits of probiotics and their importance in the present life style, will surely help the companies to create demand for probiotic products.Keywords
Bacteria, Persuasive Communication, Probiotics, Product Awareness, Purchase Intention
References
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- An Empirical Study to Assess the Relationship Between Environmental Consciousness and Green Purchasing Decisions Among Youngsters
Abstract Views :470 |
PDF Views:0
Authors
Affiliations
1 MM Institute of Management, MM University, Mullana-Ambala, Haryana, IN
2 University Business School, Panjab University, Chandigarh, Punjab, IN
1 MM Institute of Management, MM University, Mullana-Ambala, Haryana, IN
2 University Business School, Panjab University, Chandigarh, Punjab, IN
Source
PRIMA: Practices and Research in Marketing, Vol 5, No 1&2 (2014), Pagination: 21-29Abstract
Society has been becoming increasingly conscious towards social issues during past few decades. The concerns like deforestation, global warming and recycling have gained importance making the consumers awake and aware for the need to conserve the natural environment. This has convinced the ecologically conscious consumers to inculcate this concept in their purchase behaviour and select the products that do not harm the environment. The need for such awareness gets deeper with the purchase of consumer durable products, particularly consumer electronics and white goods. Today's youth, representing a sizable pie of discretionary individual level consumption within the household, has got more access to information, financial independence and greater ability to influence the household level consumption. This creates a need to study the environmental concern of this segment of the society and the relevance of this concern in their purchase decision for consumer durable products. The study is an attempt to understand the relationship between the measures of environmental consciousness and green purchasing behaviour of youngsters towards consumer durable products.Keywords
Environmental Consciousness, Green Purchasing Behaviour, Youngsters.References
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