The Influence Of Advertising On Consumer Behaviour

Company profile

Advertisements are an effective means for promoting the products and services of a brand, convincing the customers to try the products. The personnel need to be cautious enough while advertising, as it might affect the decision making process of the customers. Opportunities need to be provided to the customers, so that they can exert their decision making power (Solomon et al. 2014). This proposal would attempt to bring out the response of the customers towards the advertisements carried out by brands like OWL Cofee in Singapore.

OWL Coffee is one of Singapore’s leading coffee brand. Operating under the food and beverage industry, the brand aims to make the customers familiar with all kinds of coffee. The brand envisions promotion of unique Asian culture. The brand operates in more than 20 countries. Craftsmanship in coffee production is the unique selling proposition of the brand (Owl.com.sg 2018).

Advertisements definitely promotes a brand, however, it attains success only if it adversely affects the decision making process of the customers. Advertisements consists attractive messages, however, it is of no value, if it does not convince the customer to purchase the product or service. Most of the brands adopt various tactics for advertising the brands, however, strategic planning compels the brand to achieve customer turnover (Hernández-Méndez, Muñoz-Leiva and Sánchez-Fernández 2015). This research would shed light on the advertising techniques adopted by OWL coffee brand to influence the decision making process of the customers.

The aim of the research is to assess the impact of advertisements proposed by OWL coffee brand on the decision-making process of the customers.

• To examine the channels adopted by OWL coffee to advertise the latest coffee types
• To excavate the strategies adopted by OWL coffee to achieve customer satisfaction
• To assess the impact of OWL coffee advertisements on the decision making process of the customers
• To suggest recommendations, so that the brand OWL coffee can be promoted in an effective manner

This research would bring to the forefront the different reactions exposed by the customers on receiving the advertisements of various brands. Theoretical considerations and data collection enhances the behaviours, which influences the decisions regarding purchasing a particular product or service. The example of OWL coffee brand is an addition to this enhancement.

Advertising is a form of communication for luring the customers towards the brand. Through advertising, the brands attempt to affect the buying behaviour of the customers. The marketing tactics adopted by a brand leaves a mark on the mind of the customers. This can be understood through behavioural theory-theory of planned action and theory of reasoned behaviour (Solomon et al. 2014). The theoretical consideration would be effective in terms of enhancing the awareness of the readers towards the keywords- consumer behaviour, decision-making; sales and marketing integration and digital business and technology management. 

In this research, the researcher would adopt both primary and secondary methods for completing the data collection and data analysis process. In primary method, survey and interview questions would be prepared for gaining the responses of the customers about the advertisements of OWL Coffee brand (Sekaran and Bougie 2016). In secondary method, government reports and company website would be considered for collecting data on the influence of advertisements on the decision-making process of OWL Coffee customers.

Activity	Start	Finish
Topic selection	31/10/2016	5/11/2016
Collection information on the topic through library search	6/11/2016	16/11/2016
Developing aims and objectives	17/11/2016	22/11/2016
Literature review	24/11/2016	29/11/2016
Data collection	30/11/2016	4/12/2016
Data analysis	6/12/2016	26/12/2016
Conclusion and recommendations	27/12/2016	6/1/2017
First round evaluation	10/1/2017	15/1/2017
Making the necessary changes	16/1/2017	26/1/2017
Final evaluation	30/1/2017	9/2/2017
Submission and closure	10/2/2017	15/2/2017

Table: Timeline for the research activities

(Source: created by the researcher)

References

Hernández-Méndez, J., Muñoz-Leiva, F. and Sánchez-Fernández, J., 2015. The influence of e-word-of-mouth on travel decision-making: consumer profiles. Current issues in tourism, 18(11), pp.1001-1021.

Owl.com.sg (2018). Our story. Available at: https://www.owl.com.sg/our_story/ [Accessed on 10^th September 2018]

Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach. John Wiley & Sons.

Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.