Developing Advertising Strategy by Understanding Consumer Behavior
Nguyen, Pham Tram Anh (2015)
Nguyen, Pham Tram Anh
Lahden ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505015671
https://urn.fi/URN:NBN:fi:amk-201505015671
Tiivistelmä
Nowadays, there are numerous companies operating in different industries all over the world, and competition among opposing companies is relentless. Every single year, several corporations invest a lot of resources in various activities in order to differentiate themselves from competitors, and stimulate consumers to purchase their offerings. Advertising is one of those activities, as it plays an important role in facilitating firms in appealing to their target consumers. More importantly, no matter how much a company attempts to attract buyers, the final decision makers are consumers. In short, understanding consumer behavior is the fundamental foundation of building an advertising strategy.
The main purpose of this thesis is to indicate how to build an advertising strategy based on the understanding of consumer behavior. On the basis of the theoretical part, an advertising strategy is proposed to help the case company, Lumene Oy, with the key product line Bright Now Vitamin C, establish brand awareness and evoke interests among the company’s target consumer in Vietnam, who is women aged from 30 to 60 with upper-middle income level.
Due to the nature of the study, deductive approach and quantitative research method are employed. Moreover, information and knowledge used in the study is acquired from both primary and secondary sources. In order to get insights into the Vietnamese consumer behavior, a survey is conducted; and together with the author’s observation, it is used as the primary sources for the study. Secondary data comes from books, journals, articles and electronic sources.
In the theoretical part, the knowledge of consumer behavior, advertising, and advertising strategy are introduced. Moreover, the interrelationship between consumer behavior and advertising are also explicated. Next, besides general information on Vietnam and the Vietnamese cosmetics market, empirical research on the target group of consumers is carried out and analyzed. The findings of the empirical research are then used to establish an advertising strategy for the case company. In the long run, the author suggests the case company to study more the relationships among brand equity, word-of-mouth and consumer behavior; and how to build sustainable brand loyalty into the bargain.
The main purpose of this thesis is to indicate how to build an advertising strategy based on the understanding of consumer behavior. On the basis of the theoretical part, an advertising strategy is proposed to help the case company, Lumene Oy, with the key product line Bright Now Vitamin C, establish brand awareness and evoke interests among the company’s target consumer in Vietnam, who is women aged from 30 to 60 with upper-middle income level.
Due to the nature of the study, deductive approach and quantitative research method are employed. Moreover, information and knowledge used in the study is acquired from both primary and secondary sources. In order to get insights into the Vietnamese consumer behavior, a survey is conducted; and together with the author’s observation, it is used as the primary sources for the study. Secondary data comes from books, journals, articles and electronic sources.
In the theoretical part, the knowledge of consumer behavior, advertising, and advertising strategy are introduced. Moreover, the interrelationship between consumer behavior and advertising are also explicated. Next, besides general information on Vietnam and the Vietnamese cosmetics market, empirical research on the target group of consumers is carried out and analyzed. The findings of the empirical research are then used to establish an advertising strategy for the case company. In the long run, the author suggests the case company to study more the relationships among brand equity, word-of-mouth and consumer behavior; and how to build sustainable brand loyalty into the bargain.