Likeable Attributes of Beauty Product Consumer Purchase Intention (With Special Reference to Kandy Area in Sri Lanka)
- February 28, 2019
- Posted by: RSIS
- Category: Social Science
International Journal of Research and Innovation in Social Science (IJRISS) | Volume III, Issue II, February 2019 | ISSN 2454–6186
Department of Management Sciences, Uva Wellassa University, Sri Lanka
Advertisements attract the customer to purchase a certain product. Advertising through television is one of the most effective medium to communicate. In promotion, TV has assumed significant importance as it combines both visual and oral communication. Also TV advertisements are considered one of the most effective medium to influence the purchase decision of consumers. According to the Yang and Smith (2009) the audience perceives the advertisements by the product advertised or the brand is one of the most researched issues regarding the processing of creative advertisements.
Scholars who are Kim-Shyan Fam and David S. Waller (2007) found the implication being that advertising likeability provides the potential to facilitate consumer responsiveness, if most impacting factors are held constant. According to the Haley & Baldinger (1991) liking an advert has even been shown to be the strongest factor linked with persuasion and sales, and is thus considered a very important measurement of advertising effectiveness. Advertisements that are liked by consumers will be given greater mental processing for their buying decision. Also likeable attributes of advertisements get more attention of customers and augment their brand loyalty towards their products.
II. RESEARCH PROBLEM
Now a day, the economic, social, cultural, political and business environments of the country has tremendously changed and these changes have brought about a significant change in the attitude of the people towards advertising.
According to Nielsen (2010) advertisement on television seems to be golden mine for companies to introduce their products to the world. People don’t want to waste time and effort looking at advertisements (Collett, 1994; Hollis, 1995). In fact, it has become normal for consumers to resent the manipulative techniques (Agee, 1997), regarding adverts as an unwelcome intrusion and a source of irritation.