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EFFECTS OF ADVERTISING COMMERCIAL CLEANSER OF KAFF COMPANY ON KARAJ'S CONSUMERS |
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| รหัสดีโอไอ | |
| Creator | Vajiheh Babahkan |
| Title | EFFECTS OF ADVERTISING COMMERCIAL CLEANSER OF KAFF COMPANY ON KARAJ'S CONSUMERS |
| Contributor | - |
| Publisher | TuEngr Group |
| Publication Year | 2562 |
| Journal Title | International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies |
| Journal Vol. | 10 |
| Journal No. | 7 |
| Page no. | 917-924 |
| Keyword | Commercial advertising, Consumer behavior, Advertising knowledge Advertising business, Advertising management. |
| URL Website | http://tuengr.com/Vol10_7.html |
| Website title | ITJEMAST V10(6) 2019 @ TuEngr.com |
| ISSN | 2228-9860 |
| Abstract | Increasing competitive conditions in the Iranian market in recent years and accelerating the process of privatization and provision of financial and credit assistance caused that the companies' needs to be more active in marketing and commercial advertising increased. By looking at the overall budget in most large and also small companies we could observe that significant amounts have been allocated to advertising costs; so that if we compared it with other costs, such as human resource costs, requirements, salaries, wages, etc., this amount is so much distinct. Therefore, given the high amount of these costs these days, worldwide companies have been evaluated the advertising performance so that they can manage the expenditures correctly and purposefully, thereby achieving their ultimate goal. The subject of this research was to investigate the effect of the advertising of commercial cleanser products of Kaff company consumers' behavior. This applied purpose research and uses the descriptive-survey method. The samples were users who used a sanitary cleanser and sanitary products from Kaff Company in Karaj, that the number of them was unlimited. The sample size was determined using Morgan table 384 people and according to the statistical population that was scattered using the available sampling method. To collect the data, a questionnaire consisting of 26 questions based on Likert scale was used. In order to test the hypotheses, the binomial test was used. The studied model applied the Aida model concept, and thus the independent variable is advertising, and the dependent variables include attracting attention, interest, desire, and purchasing. The studied results showed that the Kaff company's advertising business has had a significant effect on attracting attention, create inclination and interest in consumers, and act to buy the production by consumers. |
