PRIMA: Practices and Research in Marketing

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

Impact of Persuasive Communication on Product Awareness and Purchase Intention: A Quasi-Experimental Study of Probiotic Products


Affiliations
1 University Business School, Panjab University, Chandigarh
2 Wipro Infotech, Banaglore
3 Chitkara University, Punjab
     

   Subscribe/Renew Journal


The present paper studies the impact of persuasive communication on product awareness and purchase intention with special reference to probiotic products. This is a 'One-group, pre-test and post-test' Quasi-experimental research design in which a sample of 100 students was taken from a university at Chandigarh by using multi-stage random sampling. Subjects' product awareness regarding probiotic products and purchase intention to buy probiotic products were measured in two phases by using validated and reliable instrument. Lecture-cum-power point presentation was used as a mean of persuasive communication. Mean scores of experimental group on product awareness and purchase intention were measured before and after the lecture. Inferences were drawn by using non parametric tests i.e. Wilcoxon Signed Rank Test and Mann-Whitney Test. it was found in the present study that there was positive and significant impact of persuasive communication on product awareness and purchase intention. The impact of persuasive communication was also found positive and significant across selected demographics i.e. gender, age and education. Study further found that there was no impact of gender, age and education on product awareness and purchase intention. In the end study argued that persuasive communication in the form of advertisements, seminars, conferences, lectures, awareness campaigns, etc., focusing on the benefits of probiotics and their importance in the present life style, will surely help the companies to create demand for probiotic products.

Keywords

Bacteria, Persuasive Communication, Probiotics, Product Awareness, Purchase Intention
Subscription Login to verify subscription
User
Notifications
Font Size


  • Barrosoy, Alicia .2008. Advertising and Consumer Awareness of a New Product, available at, http://www.cepr.org/meets/wkcn/6/6670/papers/Barroso.pdf, Retrieved from http://www.cepr.org on January 2, 2012.

  • Childs NM. 1997. The functional food consumers: who are they and what do they want? Implications for product development and positioning. In: Yalpani M, ed. New technologies for healthy foods and nutraceuticals. Shrewsbury, MA: ATL Press, 313-26.

  • Engel JF, Blackwell RD, Miniard PW.1995. Consumer Behavior, 8th ed. Philadelphia: The Dryden Press; 1995.

  • Fuller R. 1989. Probiotics in man and animals, Journal of Applied Bacteriology. Vol.66, No.5, pp. 365-78.

  • Goyal, N. and Gandhi, D.N. (2008). Dairy Science and Food Technology -Whey, a carrier of probiotics against diarrhoea, Available at http://www.dairyscience.info/index.php/probiotics/110wheyprobiotics.html?showall=1&limitstart=. Accessed on 10 Feb, 2012.

  • Grossman G. and C. Shapiro .1984. Informative Advertising with differentiated products, Review of Economic Studies, Vol.51, No.1), pp. 63-81.

  • Health Canada, 2008. Nutraceuticals/Functional Foods and Health Claims on Foods, available at http://www.hc-sc.gc.ca/fn-an/alt_formats/hpfb-dgpsa/pdf/label-etiquet/nutra-funct_foods-nutrafonct_aliment-eng.pdf, Accessed on January 2, 2012.

  • Horsky D. and Simon L.S. 1983. Advertising and the Diffusion of New Products,Marketing Science, Vol. 2 , No.1, pp. 1-17.

  • Howard J.A and Sheth J.N.1969. The Theory of Buyer Behavior, New York: John Wiley and Sons. pp 9-28.

  • Karimi O, Pena AS. 2008. Indications and challenges of probiotics, prebiotics, and synbiotics in the management of arthralgias and spondyloarthropathies in inflammatory bowel disease. Journal of Clinical Gastroenterology. 42 Suppl 3 Pt 1:S136-41. Available at http://www.ncbi.nlm.nih.gov/pubmed/18806706, Accessed on January 5,2012.

  • Khong ,Kok Wei .2010. Examining the impact of Online advertising on purchase intentions, Available at papers.ssrn.com/sol3/papers.cfm?abstract_id=1726194, Retrieved from www.ssrn.com on January 5, 2012.

  • Manisha NA, Prajapati JB .2001. Role of probiotic cultures and fermented milks in combating blood cholesterol, Indian Journal of Microbiology. Vol. 41,pp.75-86.

  • Market and Markets, Probiotic Market-Advanced Technologies and Global Market .2009 -2014. available at http://www.marketsandmarkets.com/Market-Reports/probiotic-market-advanced technologies-and-global-market-69.html, Accessed on January 2, 2012

  • Parvez S., Malik K.A., Kang S.Ah. , Kim H.Y. June2006. Probiotics and their fermented food products are beneficial for health Journal of Applied Microbiology Vol, 100, No.6, pp 1171-1185.

  • Probiotic Association of India.2012. Probiotics -An Indian Scenario, available at http://www.probioticindia.com/2011-11-12-13-28-20/probioics-products, Accessed on January 15, 2012.

  • Raja Balaji R. and Arunachalam Kantha D. 2011, Market potential for probiotic nutritional supplements in India, African Journal of Business Management, Vol. 5. No.14, pp. 5418-5423.

  • Reid Gregor, Jass Jana, Sebulsky M. Tom, and McCormick, John K.2003 . Potential Uses of Probiotics in Clinical Practice, Clinical Microbiology Reviews, Vol.16, No.4, Available at http://www.ncbi.nlm.nih.gov/pmc/articles/PMC207122/, Accessed on January 2, 2012.

  • Reuter G. 2001. Probiotics--possibilities and limitations of their application in food, animal feed, and in pharmaceutical preparations for men and animals, Vol.114 (11-12): pp. 410-419.

  • Rowland IR, Grasso P .1975. Degradation of N-nitrosamine by intestinal bacteria, Applied Microbiology, Vol. 29, pp. 7-12.

  • Salunkhe Amit, Gaur Himanshu, Bakliwal Pratik, Godara Prem, Jaiswal Shakti (2010), Estimating the potential of market for Probiotic food and formulating Marketing mix for Probiotic Buttermilk, Project Report, Available at http://www.scribd.com/doc/50388814/Probiotics-Final-report, Accessed on January 15, 2012.

  • Schiffman, LG & Kanuk, LL. 2000. Consumer behavior.7th ed. London. Prentice Hall World Gastroenterology Organisation. (2011), Not enough docs to treat rising gastric problems at http://articles.timesofindia.indiatimes.com/2011-04-16/chennai/29425017_1_trainersprogrammegastroenterologists, Accessed on January 12, 2012.

  • WHO and FAO.2008.Health and Nutritional Properties of Probiotics in Food including Powder Milk with Live Lactic Acid Bacteria, available at http://www.who.int/foodsafety/publications/fs_management/en/probiotics.pdf, Accessed on January 2, 2012


Abstract Views: 435

PDF Views: 2




  • Impact of Persuasive Communication on Product Awareness and Purchase Intention: A Quasi-Experimental Study of Probiotic Products

Abstract Views: 435  |  PDF Views: 2

Authors

Tejinderpal Singh
University Business School, Panjab University, Chandigarh
Mayur Hangloo
Wipro Infotech, Banaglore
Harmeet Kaur
Chitkara University, Punjab

Abstract


The present paper studies the impact of persuasive communication on product awareness and purchase intention with special reference to probiotic products. This is a 'One-group, pre-test and post-test' Quasi-experimental research design in which a sample of 100 students was taken from a university at Chandigarh by using multi-stage random sampling. Subjects' product awareness regarding probiotic products and purchase intention to buy probiotic products were measured in two phases by using validated and reliable instrument. Lecture-cum-power point presentation was used as a mean of persuasive communication. Mean scores of experimental group on product awareness and purchase intention were measured before and after the lecture. Inferences were drawn by using non parametric tests i.e. Wilcoxon Signed Rank Test and Mann-Whitney Test. it was found in the present study that there was positive and significant impact of persuasive communication on product awareness and purchase intention. The impact of persuasive communication was also found positive and significant across selected demographics i.e. gender, age and education. Study further found that there was no impact of gender, age and education on product awareness and purchase intention. In the end study argued that persuasive communication in the form of advertisements, seminars, conferences, lectures, awareness campaigns, etc., focusing on the benefits of probiotics and their importance in the present life style, will surely help the companies to create demand for probiotic products.

Keywords


Bacteria, Persuasive Communication, Probiotics, Product Awareness, Purchase Intention

References