Greito vartojimo produktų prekių ženklo demonstravimo filmuose poveikio vartotojų elgsenai modeliavimas

LTTyrimo objektas – greito vartojimo produktų prekių ženklo demontravimo poveikis vartotojų elgsenai. Straipsnio tikslas – sumodeliuoti greito vartojimo produktų prekių ženklo demonstravimo filmuose poveikį vartotojų elgsenai. Tyrimo problema. kaip prekių ženklo demonstravimas filmuose paveikia vartotojų elgseną. Tyrimo uždaviniai: 1. Nustatyti kaip prekių ženklo demonstravimas filmuose veikia vartotojų elgseną. 2. Sudaryti greito vartojimo produktų prekių ženklo demonstravimo filmuose poveikio vartotojų elgsenai tyrimo metodologiją ir atlikus empirinį tyrimą verifikuoti prekių ženklo demonstravimo filmuose poveikį vartotojų elgsenai. 3. Remiantis teorinio ir empirinio tyrimo rezultatais pateikti tyrimo išvadas. Tyrimo metodika. Analizuojant prekių ženklo demonstravimo poveikį vartotojų elgsenai atlikta mokslinė literatūros analizė, pasitelkiant gretinimą ir loginį abstrahavimą. Taip pat, siekiant nustatyti prekių ženklo demonstravimo poveikį, atliktas ekspertų interviu ir anketinė apklausa. [Iš straipsnio, p. 359]

ENWith the ever-increasing growth of technological advancement and the exponential increase in the number of advertisements in consumers lives, it is becoming increasingly evident that traditional commercials are losing their effectiveness and giving way to other channels of media. While it’s true that such a technological breakthrough opens new opportunities, forcing us to look at the broader picture from a different perspective, but it also fundamentally changes the way consumers behave. So marketing specialists are faced with the challenge of finding a way to reach these disengaged audiences, and this is where branding in films comes into play. For these reasons the research problem addressed is – how fast-moving consumer good product branding in films affects consumer behavior. Based on the theoretical analysis, a theoretical model of the impact of branding in films on consumer behavior was developed, based on which 8 research propositions were raised. The aim of these research propositions is to reveal the impact of branding in films on consumer behavior or on individual dimensions of consumer behavior (recognition, preference, loyalty, attitude and intention to buy the brand for the first time).The research object – the impact of branding in films on consumer behavior. The fast-moving consumer good category was chosen, in hopes of getting more precise research results, but also since it’s one of the most popular and profitable product categories out there. The aim of the paper – to model the impact of fast-moving consumer goods product branding in films on consumer behavior. To reach this goal, a quantitative research method (expert interviews) and a qualitative one (questionnaire survey) were chosen. Meanwhile, the analysis of the collected data was carried out using qualitative and quantitative analysis, descriptive statistical analysis, and a structural equation modelling. Main results and conclusions – the main research results and conclusions: the quantitative research results have revealed, that branding affects all of the consumer behavior dimensions, which were showcased in the theoretical model. The qualitative research results show, that branding affects recognizability, attitude and the intention to buy. All in all, 4 of the research propositions confirmed. Keywords: advertising avoidance, fast-moving consumer good products, brand display, consumer behavior, brand display model. [From the publication]