The impact of point of purchase advertising on consumer buying behavior
Consumer buying behaviour in recent time is been driven by point of purchase advertising. Existing queries on marketing communications effectiveness initiates an increase in sales volume and brand building. This paper examines the queries bordered on advertising clutters, medium, message, method, ti...
Saved in:
Main Authors: | , |
---|---|
Format: | Article |
Published: |
2013
|
Subjects: | |
Online Access: | http://eprints.utm.my/id/eprint/40848/ |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
id |
my.utm.40848 |
---|---|
record_format |
eprints |
spelling |
my.utm.408482017-08-14T07:54:50Z http://eprints.utm.my/id/eprint/40848/ The impact of point of purchase advertising on consumer buying behavior Amechi, Uti Charles Choi, Sang Long HD28 Management. Industrial Management Consumer buying behaviour in recent time is been driven by point of purchase advertising. Existing queries on marketing communications effectiveness initiates an increase in sales volume and brand building. This paper examines the queries bordered on advertising clutters, medium, message, method, timing and their implications on achieving tactical marketing and sales objectives. The cause and effect relationship between point of purchase (POP) advertising and consumer purchase behaviour was established through extensive review of relevant literature. The recommendations will aid corporate organisations to enhance their point of purchase (POP) advertising and marketing strategies towards increasing overall sales. To further enhance sales, future research should be geared towards product packaging. 2013 Article PeerReviewed Amechi, Uti Charles and Choi, Sang Long (2013) The impact of point of purchase advertising on consumer buying behavior. Interdisciplinary Journal of Contemporary Research in Business, 4 (10). pp. 84-91. ISSN 2073-7122 |
institution |
Universiti Teknologi Malaysia |
building |
UTM Library |
collection |
Institutional Repository |
continent |
Asia |
country |
Malaysia |
content_provider |
Universiti Teknologi Malaysia |
content_source |
UTM Institutional Repository |
url_provider |
http://eprints.utm.my/ |
topic |
HD28 Management. Industrial Management |
spellingShingle |
HD28 Management. Industrial Management Amechi, Uti Charles Choi, Sang Long The impact of point of purchase advertising on consumer buying behavior |
description |
Consumer buying behaviour in recent time is been driven by point of purchase advertising. Existing queries on marketing communications effectiveness initiates an increase in sales volume and brand building. This paper examines the queries bordered on advertising clutters, medium, message, method, timing and their implications on achieving tactical marketing and sales objectives. The cause and effect relationship between point of purchase (POP) advertising and consumer purchase behaviour was established through extensive review of relevant literature. The recommendations will aid corporate organisations to enhance their point of purchase (POP) advertising and marketing strategies towards increasing overall sales. To further enhance sales, future research should be geared towards product packaging. |
format |
Article |
author |
Amechi, Uti Charles Choi, Sang Long |
author_facet |
Amechi, Uti Charles Choi, Sang Long |
author_sort |
Amechi, Uti Charles |
title |
The impact of point of purchase advertising on consumer buying behavior |
title_short |
The impact of point of purchase advertising on consumer buying behavior |
title_full |
The impact of point of purchase advertising on consumer buying behavior |
title_fullStr |
The impact of point of purchase advertising on consumer buying behavior |
title_full_unstemmed |
The impact of point of purchase advertising on consumer buying behavior |
title_sort |
impact of point of purchase advertising on consumer buying behavior |
publishDate |
2013 |
url |
http://eprints.utm.my/id/eprint/40848/ |
_version_ |
1643650573612875776 |
score |
13.18916 |