| Autor: |
Pol, Naveen, Parappagoudar, Sachin K., Rai, Supriya, Agrawalla, Urbashi |
| Předmět: |
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| Zdroj: |
IUP Journal of Management Research; Jan2024, Vol. 23 Issue 1, p51-66, 16p |
| Abstrakt: |
The study seeks to understand the influence of various advertising media selected by branded jewelers on consumer perception and buying behavior in Hubballi, Karnataka, India. The study also examines the advertising preferences of consumers in this regard. The study used analysis of variance (ANOVA) and correlation test, and SPSS for analysis of data. Interaction effect of messages, as perceived by consumers, is assessed through mediation analysis using R Programming. The findings indicate that newspaper ads, handbills and phone calls to consumers have a greater influence on their buying behavior. Based on the findings, the study also makes a few recommendations to branded jewelers. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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