An exploratory study about the impact and importance of advertisements on consumer behaviour and buying habits

Varga Barnabás (2023) An exploratory study about the impact and importance of advertisements on consumer behaviour and buying habits. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In the era of the evolution of technology and communication, the influence of advertisements on consumer behaviour has reached unprecedented heights. This dissertation delves into the relationship between consumers and advertisements, exploring different marketing communication channels through which these persuasive messages reach their target audience. As traditional advertising methods make way for modern, tech-driven approaches, a significant shift is observed in the dynamics of consumer decision-making processes. The study investigates the impact of advertisements on consumers' purchasing habits, analysing the underlying psychological and emotional triggers that drive consumers towards particular products or services. This research seeks to reveal the various ways in which commercials enter the daily lives of customers, altering their tastes and affecting their purchasing decisions through an in-depth examination of today's advertising methods used by companies. Furthermore, this thesis delves into the various routes that advertising takes from conception to consumer reception, analysing the mechanisms that play crucial roles in these persuasive messages. Through empirical study and detailed data analysis, this dissertation aims to contribute valuable perspectives to the fields of marketing and consumer studies. Ultimately, the goal of this research is to provide a comprehensive understanding of the influencing powerof advertisements on people's purchasing habits, unravelling the complex interplay between modern advertising strategies, consumer behaviour, and the decision-making processes that underpin the modern marketplace.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	advertisements, communication, consumer behaviour, digitalisation, marketing, marketing communication, marketing communication channels, purchase decision
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Feb. 20. 15:00
Utolsó módosítás:	2024. Feb. 20. 15:00

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