Uticaj izloženosti televizijskim reklamama na ponašanje potrošača prilikom kupovine: studija slučaja NIVEA kampanje
The impact of television advertisement exposure on consumer purchasing behavior: A case study of NIVEA‘s campaign
Apstrakt
Ova studija istražuje uticaj izloženosti televizijskim reklamama na ponašanje potrošača prilikom kupovine, sa posebnim fokusom na kampanje brenda NIVEA. Televizijsko oglašavanje ima značajan uticaj na percepciju potrošača, podstiče lojalnost brendu i utiče na odluke o kupovini. Međutim, njegova efikasnost zavisi od jasnoće poruke, emocionalne privlačnosti i poverenja potrošača. Korišćen je kvantitativni istraživački dizajn, a podaci su prikupljeni pomoću strukturiranih upitnika od 900 ispitanika u vezi sa njihovom izloženošću reklamama, procesom donošenja odluka i ponašanjem prilikom kupovine. Za analizu odnosa između ovih varijabli korišćena je višestruka regresiona analiza. Rezultati ukazuju na slabe veze, što sugeriše da televizijske reklame imaju ograničen uticaj na ponašanje i donošenje odluka potrošača. Iako reklame minimalno utiču na odluke o kupovini, negativno utiču na racionalnu evaluaciju, potencijalno otežavajući složenije procese odlučivanja. Regresioni model pokazuje slabu prediktivnu moć, pri čemu prediktori ne daju značajan doprinos. Ovi rezultati se poklapaju sa prethodnim istraživanjima koja ukazuju na veći uticaj ličnih preferencija i spoljašnjih faktora na ponašanje potrošača. Studija naglašava značaj uključivanja dodatnih varijabli, kao što su stavovi potrošača, lojalnost brendu i demografske karakteristike, kako bi se poboljšalo razumevanje i optimizovala strategija televizijskog oglašavanja brenda NIVEA. Bolje ciljanje i personalizovane poruke mogle bi efikasnije da podstaknu angažovanje potrošača i povećaju kupovinu.
Abstract
This study examines the impact of television advertisement exposure on consumer purchasing behavior, focusing on NIVEA’s campaigns as a case study. Television advertising has a significant impact on consumer perceptions, fosters brand loyalty, and influences purchasing decisions. However, its effectiveness hinges on message clarity, emotional appeal, and consumer trust. A quantitative research design was employed, utilizing structured questionnaires to collect data from 900 respondents regarding their exposure to advertisements, decision-making processes, and purchasing behavior. Multiple regression analysis was used to evaluate the relationships among these variables. The findings reveal weak relationships, indicating that television advertisements have a limited effect on purchasing behavior and decision-making. While ads minimally influence purchasing, they nega-tively impact rational evaluation, potentially hindering complex decision-making processes. The regression model demonstrates poor predictive power, with predictors show-ing no significant contributions. These results align with previous studies, highlighting the greater influence of personal preferences and external factors on consumer behavior. The study underscores the importance of integrating additional variables, such as consumer attitudes, brand loyalty, and demographic characteristics, to enhance understanding and optimize NIVEA’s television advertising strategy. Improved targeting and personalized messaging could foster stronger consumer engagement and drive purchasing behavior more effectively.
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