The use and practice of product placement – also referred to as brand placement – has risen dramatically over the last few years. Here, especially the automobile industry is a major player by spending millions of dollars for strategically placing products and brands not only in blockbusters and movies, but increasingly also in various television programs, print media, and video games. This research paper investigates the effective of product placement for the automobile industry and its actual effect on consumer behavior. However, consumers’ attitudes, perceptions, and values tend to differ depending on their culture; thus, further research shall concentrate on the possible differences between American, European, and Asian consumers. First, the introduction will state the objective of the study as well as research purposes. Next, the background of the study will present a conceptual framework, theoretical foundations on which the research will be based, development of research questions that are to be answered, and a hypotheses development. As it follows, the research methodology will formulate the information needs and data collection methods, the questionnaire development, and the sample design. The data analyses and findings part will use descriptive statistics and present the results from the quantitative research as well as other findings. Ultimately, in the conclusion the findings and results will be discussed, limitations of the study will be acknowledged, and possibilities for future research will be stated.
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Inhaltsverzeichnis (Table of Contents)
- Introduction
- Objective of the Study
- Research Purposes
- Background of Study
- Conceptual Framework
- Theoretical Foundations
- Development of Research Questions
- Hypotheses Development
- Research Methodology
- Information Needs and Data Collection Methods
- Development of Questionnaire
- Sample Design
- Data Analysis and Findings
- Descriptive Statistics
- Results from Quantitative Research
- Other Findings
- Conclusion
- Discussion
- Limitation of the Study
- Future Research
- References
- Appendix
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research aims to understand the effectiveness of product placement for the automobile industry and how it influences consumer behavior across different cultures. The study investigates the impact of product placement on brand awareness, purchase decisions, and consumer attitudes towards specific car brands.- The effectiveness of product placement in various media types (television, movies, video games, print media)
- The impact of product placement on consumer awareness and perception of automotive brands
- The role of cultural factors in shaping consumer responses to product placement
- The influence of product placement on consumer purchase decisions
- The relationship between consumer behavior and product placement preferences
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter introduces the research objectives and outlines the purpose of the study. It sets the stage for exploring the effectiveness of product placement, particularly within the automotive industry. Chapter two delves into the theoretical foundations and conceptual framework underpinning the study. It examines existing literature on product placement, consumer behavior, and cultural influences. This chapter lays out the research questions and hypotheses that guide the investigation. Chapter three discusses the methodology employed to collect data for the study. This includes details on the questionnaire development, the sample design, and the data collection methods. Chapter four presents the findings from the data analysis, covering descriptive statistics, quantitative research results, and other relevant observations. Chapter five summarizes the key conclusions drawn from the research, discussing the limitations of the study and potential directions for future research.Schlüsselwörter (Keywords)
Product placement, automotive industry, consumer behavior, brand awareness, purchase decisions, cross-cultural perspective, media types, consumer attitudes, cultural influences, quantitative research, descriptive statistics, theoretical foundations, conceptual framework.- Quote paper
- Frank Günnemann (Author), 2005, The effectiveness of product placement for the automobile industry and its impact on consumer behavior, Munich, GRIN Verlag, https://www.grin.com/document/114706
