Chapter 1 Introduction
1.1 Research background
Online advertising can be referred as promoting products and services through information technology via computer networks or internet such as social media advertising, media ads, banners and email campaigns. Online advertising offers numerous advantages for the companies to influence the customer behaviour and improve the relationship with the customers changing their attitude, perceptions and brand loyalty. It also helps companies to increase their customer base and create competitive advantage in the market. Unlike traditional market where the reach of the customer is limited, online advertising creates an opportunity for the companies to reach a wide range of customers worldwide with low investment on marketing and promotional activities . According to research, more than 60% population in the world has an online presence with the majority of the users being millennial between the age group 20 to 35 years of age. Many companies are considering young people as an important part of their customer base and are developing advertisement campaigns to impact and influence their consumer behaviour as millennial are playing a crucial role in purchasing behaviour of their family.The online media is playing a vital role to develop a new portfolio for the young consumer segment to capture the market. China is one of the rapidly growing countries in the world economically.
......................
1.2 Research purpose and significance
The key purpose of the study is to pursue analysis on online advertising done by the global organization named “Nike” and also in this context, the study emphasises on giving clarity to various types of consumer behaviour which influences the online advertising at present scenario.
The first aim is to explore how consumer factors namely consumer perception, consumer response and consumer preferences will be impacted by online advertising of Nike Company in China. The second aim is to understand the types of online advertisements used by Nike to impact young consumers of China.
Apart from the aims this project also specifies its research objectives. The below are the objectives set for the study.
- To explore types of online advertising done by the Nike company in China.
- To evaluate the impact of online advertisings on the consumer’s behaviour.
- To analyse the three key factors consumer perception, consumer response and consumer preference influencing the consumer behaviour.
The first objective will analyse the type of online advertisements currently used by the company Nike in China. The second objective will evaluate the impact of the currently used advertisements on the young consumers of China. The third objective will analyse the factors that are influencing the consumer behaviour with the special focus on consumer perception, consumer response and consumer preference.
..........................
Chapter 2 Concept of online advertising and consumer behavior
2.1 Concept of Online Advertising
According to Armstrong (2015), online advertising is a mass communication tool that is though based on traditional advertising has different communication techniques and strategies. Use of technology is high and medium of communication are through online or internet such as email campaigns, social media platforms and through smartphones. There can be several types of internet advertisements such as search engine results, banner ads, social media networks such as Facebook and Twitter as well as email marketing [4]. As per Athey (2013) online advertising refers to selling strategy that includes internet is used to generate traffic in websites and send the marketing messages to the targeted consumers. It is usually done by defining the right markets using applications. From past decade there has been the tremendous increase in the use of the internet for advertising that has penetrated into small as well as large companies [1]. Berger (2015) argued that it is one type of promotion that is done through internet and WWW (World Wide Web) for the sole purpose of creating awareness among people about what products or services and to induce them to purchase them. There are also interactive online advertisements that allow users to view many advertisement brands and this will prompt consumers to visit their brand company websites in case of any intention to purchase the products.
............................
2.2 Concept of consumer behaviour
Van Doom (2013) states that consumer behaviour can be referred as a study on people, groups and companies as well as their business processes they chose to use to promote their products, services, experience and ideas to meet the needs and demands. The impact of these activities is high on the customers as well as on society as the whole. He further argued that the consumer behaviour differs from person to person depending on various other factors along with purchasing decision such as purchase habits and preferences that are mostly influenced by psychological and social needs of the person [55].
Venerean (2013), expressed that the consumer behaviour is termed as decision making and actions of the consumer purchase. Extensive research has been done by researchers and companies to understand the behaviour of the customers and the factors that influence the behaviour such as values and beliefs, culture, personality of the customers, age, gender, education and income of the consumer. These results are further used by the companies to create marketing and promotional strategies that will attract more customers and enhance their sales and performance of the company in the market [56].
.............................
3.1 Research Approach ...................... 22
3.2 Research Paradigm .................. 23
Chapter 4 Data Analysis ................ 31
4.1 Respondents’ Profile ........................ 31
4.1.1 Gender .................... 32
4.1.2 Age ................. 33
Chapter 5 Research emphasizing and Recommendations ................. 49
5.1 Research Emphasizing .............. 50
5.1.1 Online advertising and Consumer Behaviour .................... 50
5.1.2 Online advertising and Consumer Perception ............. 51
Chapter 5 Research emphasizing and Recommendations
5.1 Research Emphasizing
The key motivation behind the study is to seek after analysis on online advertising done by a worldwide organization named "Nike" and furthermore in this unique circumstance, the researcher stresses on offering clearness to different sorts of customer behaviour which impacts the online advertising at show situation. The primary point is to investigate how customer factors to be specific shopper discernment, consumer perception, consumer response and consumer preferences will be affected by the online marketing of Nike Company in China. The second point is to comprehend the kinds of online advertisements utilized by Nike to affect youthful buyers of China.
.........................
Conclusion
This study clearly indicates that:
of the customers, age, sex, education, and salary of the shopper. These outcomes are additionally utilized by the organizations to make marketing and special systems that will draw in more customers and improve their deals and execution of the organization in the market.
reference(omitted)