Jaipuria International Journal of Management Research

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Consumer Perception and Attitude towards 'Product Placement' in India


Affiliations
1 Institute of Management, JK Lakshmipat University, Jaipur, Rajasthan - 302026, India
     

   Subscribe/Renew Journal


In the current scenario, Indian advertising industry is coming up with an additional element of promotional mix i.e. Product Placement. There is a continuous need to identify the consumer black box in the era of advance information and digital technology. This study is thus, taken up to understand the consumer perception and attitude towards product placement in India and how these factors have an impact on consumer buying behaviour. Consumer perception and attitude was analysed through questionnaire survey. One-way ANOVA, multiple regression analysis, and Analytic Hierarchy Process (AHP) was calculated for analysis and testing of hypothesis. This study shall provide base for further research and help in deriving the turn that the product placement strategy might take in the coming years.

Keywords

Indian Advertising Industry, Product Placement, Consumer Perception and Attitude, Consumer Buying Behaviour.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Balasubramanian, S.K. (1994). Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues. Journal of Advertising, 23, 29-46.

  • Balasubramanian, S.K., Karrh, J.A., & Patwardhan, H. (2006). Audience Response to Product Placements: An Integrative Framework and Future Research Agenda. Journal of Advertising, 35 (3), 115-42.

  • Barbara, B. (2005). Separating Advertising from Programme Content: The Principle and its Relevance in Communications Practice. Journal of Communication Management, 9 (3), 101-13.

  • Brennan, I. (2008). Brand Placement in Novels. International Journal of Advertising, 27 (4), 495-09.

  • Bressoud, E., Lehu, J., Russell. C. A., & Cristel, A. (2010). The Product Well Placed: The Relative Impact of Placement and Audience Characteristics on Placement Recall. Journal of Advertising Research, 50 (4).

  • Chan, F. (2012). Product placement and its effectiveness: A systematic review and propositions for future research. The Marketing Review, 12 (1), 39-60.

  • Cowley, E., & Barron, C. (2008). When Product Placement Goes Wrong. Journal of Advertising, 37(1), 89-98.

  • d’Astous, A., & Chartier, F. (2000). A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies. Journal of Current Issues & Research in Advertising, 22 (2), 31-40.

  • Ginosar, A., & Levi-Faur, D. (2010). Regulating Product Placement in the European Union and Canada: Explaining Regime Change and Diversity. Journal of Comparative Policy Analysis, 12(5), 467

  • Gregorio, F., & Sung, Y. (2010). Understanding attitudes toward and behaviors in response to product placement. Journal of Advertising, 39 (1), 83-96.

  • Gupta, P. B., & Kenneth, R. L. (2003). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues and Research in Advertising, 20, 47-59.

  • Gould, S. J., Gupta, P. B., & Krauter, S. G. (2000). Product placements in movies: A cross cultural analysis of Austrian, French and American Consumers’ attitudes towards this emerging international promotional medium. Journal of Advertising, 29 (4), 41-58.

  • Homer, P. M. (2009). Product placements: The impact of placement type and repetition on attitude. Journal of Advertising, 38 (3), 21–32.

  • Karrh, J. A. (1998). Brand placement: A review. Journal of Current Issues & Research in Advertising, 20 (2), 31

  • Nebennzahl, I. D., & Secunda, E. (2003). Consumer Attitude towards Product Placements in Movies. International journal of Advertising, 12, 1-11.

  • Newell, J., Salmon, C. T., & Chang, S. (2006). The hidden history of product placement. Journal of Broadcasting & Electronic Media, 50 (4), 575-94.

  • Maynard, M. L., & Scala, M. (2006). Unpaid advertising: A case of Wilson the Volleyball in ‘Cast Away. Journal of Popular Culture, 39 (4), 622-38.

  • Panda, K. T. (2004). Consumer response to Brand Placement in films role of brand congruity and modality of presentation in bringing attitudinal change among consumers with special reference to brand placement in hindi films. South Asian journal of Management, 11 (4), 7-25.

  • Russell, C.A. (1998). Towards a Framework of Product Placement: Theoretical Propositions. Advances in Consumer Research, 25, 357-62.

  • Russell, C. A., & Belch, M. (2005). A managerial investigation into the product placement industry. Journal of Advertising Research, 45 (1), 73-92.

  • Russell, C. A., & Stern, B. B. (2006). Consumers, characters, and product: A balance model of sitcom product placement effects. Journal of Advertising, 35 (1), 7-21.

  • Saaty, L. T. (2008). Decision making with the analytic hierarchy process. International Journal Services Sciences, 1 (1), 83-98.

  • Schmoll, N. M., Hafer, J., Hilt, M., & Reilly, H. (2006). Baby Boomers’ Attitudes towards Product Placements. Journal of Current Issues and Research in Advertising, 28 (2), 33–53.

  • Sung, Y., & Choi, J. (2008). Brand placement in Korean films, 1995-2003: A content analysis. Journal of International Consumer Marketing, 20 (3), 39-53.

  • Sung, Y., Gregorio, F. de., & Jung, J. (2009). Non-Student Consumer Attitudes towards Product Placement: Implications for Public Policy and Advertisers. International Journal of Advertising, 28 (2), 257–85.


Abstract Views: 654

PDF Views: 1




  • Consumer Perception and Attitude towards 'Product Placement' in India

Abstract Views: 654  |  PDF Views: 1

Authors

Punam Mishra
Institute of Management, JK Lakshmipat University, Jaipur, Rajasthan - 302026, India

Abstract


In the current scenario, Indian advertising industry is coming up with an additional element of promotional mix i.e. Product Placement. There is a continuous need to identify the consumer black box in the era of advance information and digital technology. This study is thus, taken up to understand the consumer perception and attitude towards product placement in India and how these factors have an impact on consumer buying behaviour. Consumer perception and attitude was analysed through questionnaire survey. One-way ANOVA, multiple regression analysis, and Analytic Hierarchy Process (AHP) was calculated for analysis and testing of hypothesis. This study shall provide base for further research and help in deriving the turn that the product placement strategy might take in the coming years.

Keywords


Indian Advertising Industry, Product Placement, Consumer Perception and Attitude, Consumer Buying Behaviour.

References





DOI: https://doi.org/10.22552/jijmr%2F2016%2Fv2%2Fi1%2F121408