380 Handel, Kommunikation, Verkehr
Refine
Document Type
- Bachelor Thesis (2) (remove)
Language
- English (2) (remove)
Keywords
- Fernsehsendung (1)
- Kaufverhalten (1)
- Marke (1)
- Markenpolitik (1)
- Neuromarketing (1)
- Raucher (1)
- Werbesendung (1)
- Zigarette (1)
Institute
- 06 Medien (2)
This work concentrates on the frequently used marketing instrument brand personality. Its effect on the consumer and how it drives consumer behaviour through TV advertis-ing are the focus. Scientific material, utilising research results of the last 20 years, has been analysed to investigate this subject. Furthermore, the example of Southern Comfort provides an insight of brand personality being applied to the real world of marketing business.
The main purpose of this thesis is to investigate factors influencing the buying decision of cigarette smokers. To achieve this, different theories concerning consumer buying behavior and factors influencing have been discussed to achieve a deeper understand of consumer behaviour. To enable me comprehend the influence factors that influence the buying decision of a smoker as a consumer, a survey with questionnaires was performed. The results of the survey indicates that brand awareness, quality of the tobacco, price, packaging, advertisement, influence by others and availability are the major factors influencing the buying decision of a smoker, with availability, quality, price and brand awareness having the most effective influence on a smoker.