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Examine the Relationship Between Advertising/Promotion and Brand Switching in Chinese Packaged Product Market

In: Business and Management

Submitted By luttfi
Words 307
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The purpose of the study is examine the relationship between advertising/promotion and brand switching in Chinese packaged product market. Secondly, to study the interaction between advertising/promotion and other relevant factors, and to investigate how customers’ responses to advertising and promotion can be influenced by other important factors, such as demographic factors, product categories, and price consciousness. The sample was norandom, there are selected which is two group of Chinese female respondent have been selected as sample of the survey questionnaire. One group is young women (20-25 years old); the other group is middle-aged women (40-45 years old). The sampling is good but there are error in distributing the questionnaires which the respondent come from different cities which may affect the the result of the finding. The result may not accurate due to the differences in behaviour, economic , income and lifestyle between the respondent. Futhermore, when we refer demographic variables on the questionnaires, there are only a matter of age had been tested.Researcher should test more than one demographic variables to investigate the impact of demographic variables on brand switching. The researchers submitted five hyphothesis which first hypothesis was Advertising and promotion have strong impact on customers’ brand choice. Second hypothesis was Advertising and promotion would have different impact on different stages of brand choice decision making. Third hypothesis was Customers’ responses to advertising and promotion in terms of brand-switching would vary across different product category. The fourt hypothesis was Demographic variables would interact with product category, like different age group customers would respond to advertising and promotion differently for different category products. The last hypothesis was Price consciousness would have impact on customers’ responses to advertising and promotion in terms of brand-switching, high price sensitive customers and low price sensitive customers would respond to advertising and promotion differently.

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