mix

Advertising is a form of communication for marketing
and used to encourage, persuade, or manipulate the viewers, readers or
listeners or a specific group to continue or to take some new action. Most
commonly, the desired result is to drive consumer behavior with respect to a
commercial offering, although political and ideological advertising is also
common. The purpose of advertising may also be to reassure employees or
shareholders that a company is viable or successful. Advertising messages are
usually paid for by sponsors and viewed via various traditional media including
mass media such as newspaper, magazines, television commercial, radio
advertisement, outdoor advertisement or direct mail ; or new media such as
blog, website or text messages.

Commercial advertisers often seek to generate
increased consumption of their product and services through “Branding”, which
involves associating a product name or image with certain qualities in the
minds of consumers. Non- commercial advertisers who spend money to advertise
items other than a consumer product or service include political parties,
interest group, religious organizations and govt. agencies. Non-Profitable
organizations may rely on free modes of persuasions, such as public service
Announcement (PSA).

Present economic situation has escorted the companies
to the worst competitive era, so in this scenario, the focus of the consumer
goods manufacturing companies is on customer purchase intension for capturing
the major chunk of consumer market. The aim of the study is to explore the
factors affecting the customer purchase intention. The main focus of the study
is to measure the mediating effect of customer perceived value between three
independent variables (Customer Knowledge about product, Celebrity endorsement
and Product packaging / Design) & Customer purchase intention. This is a
quantitative study. A questionnaire was used to connect data. A pilot study was
conducted for finalizing the questionnaire. Sample size of the study was 100.
Finding of the study show that customer knowledge, celebrity endorsement and
product packaging/ design has significant relationship with purchase intention
while the mediating role of perceived value was not found significant.  

The study of purchasing process is a complicated
study. In the purchasing process, buyer decides to purchase a particular
product. Several factors effect buyer purchasing decision to buy a particular
product such as knowledge about product quality of Product, price, Packaging/Design,
celebrity endorsement, Fashion, Family relation with the Product when he plans
to purchase a product for the first time.

The importance of the
present study is very great because the present study is about the purchase
intention in which the relationship of customer knowledge, product Packaging,
and celebrity advertisement leads to the purchase intention. In other word,
Perceived value is playing a meditating role between the three independent
variables; customer knowledge, celebrity endorsement and product packaging; and
the dependent variable, purchase intention.