The influence of brands and advertising on consumer´s purchasing and consumption behaviour in the German wireless head- and earphone market
Glutting, Muriel (2020)
Glutting, Muriel
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120626396
https://urn.fi/URN:NBN:fi:amk-2020120626396
Tiivistelmä
The aim of the study was to find out whether or how brands and their advertising influence the willingness of people to buy a branded product rather than a product from an unknown product in the German wireless head- and earphone market. The work was commissioned by the LAB University of Applied Sciences and the University of Applied Sciences htw saar.
Data for this study were collected by means of a theoretical framework which examined background information about consumer behaviour, decision-making, brand management and advertising. The information was gathered from literature sources, Internet, and an empirical study in form of a quantitative research. This study was carried out in the German market for wireless head- and earphones and researched the purchasing and consumption behaviour of German consumers in this particular market.
The results of the study show that German consumers prefer to buy wireless head- or earphones from well-known brands rather from unknown brands. Based on the findings of the empirical study, the thesis also confirms that advertising and brands are influencing a consumer´s decision-making.
Data for this study were collected by means of a theoretical framework which examined background information about consumer behaviour, decision-making, brand management and advertising. The information was gathered from literature sources, Internet, and an empirical study in form of a quantitative research. This study was carried out in the German market for wireless head- and earphones and researched the purchasing and consumption behaviour of German consumers in this particular market.
The results of the study show that German consumers prefer to buy wireless head- or earphones from well-known brands rather from unknown brands. Based on the findings of the empirical study, the thesis also confirms that advertising and brands are influencing a consumer´s decision-making.