A case study on the influence of product placement in entertainment programme on Chinese consumer behaviour
Lei, Yu (2016)
Lei, Yu
Turun ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016121520586
https://urn.fi/URN:NBN:fi:amk-2016121520586
Tiivistelmä
Various advertisements emerge in the market. As one of the innovative forms, product placement is a marketing strategy to promote products. The acceptance of product placement in Chinese TV programmes would have valid research value. The effectiveness of product placement towards consumer behaviour also have significance to marketers.
The objective of this thesis is to investigate the acceptance of product placement and dominant product placement modalities in Chinese recreational TV programmes and examine the significant differences of consumer influential variables towards product placement.
The research conducted a case study, taking Chinese music talent show Sing! China as an example, to specify the relations between product placement and consumer behaviour. Self-completed online questionnaires were completed by 138 qualified respondents within 9 releasing days. SPSS analysis method was applied in this thesis.
Data reveal that Chinese audiences have low acceptance rate of product placement. Visual placement is an efficient way to arise brand awareness. Besides, age and family structures have significant differences in terms of the effectiveness of product placement in Chinese recreational TV programme. There are some suggestions for marketers about efficient product placement modalities and products.
The objective of this thesis is to investigate the acceptance of product placement and dominant product placement modalities in Chinese recreational TV programmes and examine the significant differences of consumer influential variables towards product placement.
The research conducted a case study, taking Chinese music talent show Sing! China as an example, to specify the relations between product placement and consumer behaviour. Self-completed online questionnaires were completed by 138 qualified respondents within 9 releasing days. SPSS analysis method was applied in this thesis.
Data reveal that Chinese audiences have low acceptance rate of product placement. Visual placement is an efficient way to arise brand awareness. Besides, age and family structures have significant differences in terms of the effectiveness of product placement in Chinese recreational TV programme. There are some suggestions for marketers about efficient product placement modalities and products.