| dc.description.abstract | Understanding the effect of advertising on consumer behavior is an interesting topic of most marketers in different industries. Moreover, the relationship between advertising and consumer decision making process is an important thing that marketers always want to study and get insights to understand more thoroughly. Actually, consumer decision making process is a complicated process that a consumer has to go through from problem recognition to making a purchase decision and post purchase evaluation; and the impact level of advertising on each of these stages varies from products to products, and from industries to industries. Many previous researchers studied about the effect of advertising on consumer decision making process in case of food categories, soft drink categories, leisure industry or travelling industry. However, researches about the influence of advertising on consumer decision making process for mobile telecommunication network industry in Vietnam are still insufficient and need to be explored to get more relevant and useful information for mobile telecommunication providers to improve their business performance in Vietnam market.
The purpose of this research is to study the influence of Vietnamobile Maxi Talk advertising on the consumer decision making process and to examine the current state of Vietnamobile advertising together with other mobile telecommunication providers. Also, there will be a discovery about target consumers’ current opinion toward advertising of Vietnamobile and finally, recommendations are given to improve effectiveness of Vietnambile Maxi Talk advertising campaign.
After two months researching, the results of this study point out that Vietnamobile Maxi Talk advertising has the influences on all stages of the consumer decision making process, despite the fact that the influences on the purchase decision and post purchase evaluation stages of target audiences are not much. The results also presents that
Vietnamobile Maxi Talk advertising is highly aware and is liked by most of young
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audiences. The findings also indicate that the popularity of Vietnamobile advertising
helps this network provider influence on the consumer decision making process. Moreover, to improve the impacts of advertising on the consumer decision making process, Vietnamobile has to create its 5 main components, including color, image, sound, content, and message to be more likable by target audience.
Keywords: Advertising, consumer decision making process, Vietnambile, Maxi
Talk package | en_US |
