  Advertising
of the UK Car Industry and Its Effects upon
Consumer Buyer Behaviour (2008) The
focus of this dissertation is to look at the topic of advertising and
consumer behaviour with particular emphasis upon how advertising
techniques may affect the consumer’s buyer behaviour. This
study looks into advertising techniques and various differing
advertising models. It also looks into consumer behaviour and how the
consumer’s decisions may be affected by aspects such as
motivation, lifestyles and perception. Research is undertaken to
identify the whether advertising affects consumer buyer behaviour. In
this study, the author undertakes a questionnaire in order to find out
the views of the population with regards to car buying and car
advertising. The author found the results to be both interesting and
thought provoking. These results gained from the questionnaire enabled
the author to then analyse these results relating to the literature
presented earlier on in the study. Results relating to effectiveness of
various advertising media in the car industry are covered together with
the main topic for this study. From the results obtained, the author
was able to conclude that advertising does indeed affect upon the buyer
behaviour of the consumer but only as far as obtaining attention,
gaining interest and providing information for the cars at the heart of
the adverts.
Chapter 1 Introduction Introduction to the Dissertation Aims and Objectives Layout of the Dissertation Chapter 2 Literature Review Introduction Marketing Kotler’s Simple Marketing Concept The Marketing Mix or 4 P’s Product Price Place Promotion Advertising Types of Advertising Chapter 3 Introduction Consumer Behaviour Psychological Factors Effecting Consumer Decisions Motivation Perception Learning Attitude Consumer Decision Process Chapter 4 Marketing Process Models AIDA Model DAGMAR Model The FCB Model Chapter 5 The UK Car Market Advertising within the UK Car Industry Chapter 6 Methodology Introduction Research Methodology Secondary Research Primary Research Focus Groups Personal Interviews Questionnaire’s or Survey’s? Sampling Questionnaire Design Bias or Limitations of the Research Analysis of research The Questionnaire Chapter 7 Results Introduction Results to Questionnaire Chapter 8 Analysis & Discussion Introduction Advertising Effectiveness The Consumer and their choice Chapter 9 Conclusion Introduction Main Body Learning Outcomes Limitations Further Research/Study References Bibliography Appendices How To Order 1. Select reference number market0046 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |
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