Universiti Teknologi Malaysia Institutional Repository

Investigating and comparing the effect of speech and writing tools on consumers behavior in the Malaysia

Mazhari, Mohammad Yaser and Sukati, Inda and Sharifpour, Yousef and Asgharian, Reza (2013) Investigating and comparing the effect of speech and writing tools on consumers behavior in the Malaysia. European Journal of Scientific Research, 9 (1). pp. 7-14. ISSN 1450-216X

Full text not available from this repository.

Abstract

The contemporary competitive environment, drawing consumers is challenging and quite difficult to be attained. One remarkable method for marketers to attract customers is through advertisement and its allied tools. This study intends to find out the level of the influence of advertising tools, such as the writing and speech tools, on consumers’ behavior with regards to the purchase of detergents in Johor Bahru (JB) in Malaysia. Likewise, delves into the comparative influences of advertising tools between the two advertising tools. There are 384 costumer-respondents in these studies who are residents of JB. The instrument utilized in data gathering was through a questionnaire survey and the data were analyzed based on Friedman and One-Sample Test model. The findings revealed that there exists significant difference between the two advertising instruments which have been used in this research. Results show that the television (TV) medium is more effective on influencing consumers’ behavior on purchasing detergent than the writing tools.

Item Type:Article
Uncontrolled Keywords:consumer behavior, advertising tools, detergents
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Management
ID Code:40456
Deposited By: Narimah Nawil
Deposited On:14 Aug 2014 11:07
Last Modified:31 Mar 2019 16:31

Repository Staff Only: item control page