Effectiveness Of Product Placement : Factors And Impacts On Consumers’ Responses

Lee, Shi Min (2017) Effectiveness Of Product Placement : Factors And Impacts On Consumers’ Responses. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Due to the media fragmentation and consumer sophistication,the insufficient use of product placement may lead to unfavourable evaluation of consumers’ responses.Thus,this research desire to study the product placement as an effective tactic through the measurement of factors of product placement as independent variables and consumers’ responses as the dependent variable.The primary objectives are to identify the factors influencing consumers’ responses towards product placement,to identify the execution factors as well as individual differences factors of product placement which has a significant impact on consumers’ responses.To accomplish this study,the research is classified to descriptive study in order to collect primary data by using quantitative method through survey questionnaire as well as secondary data collected through related published sources.Through the target respondents with 250 young adults at selected geographic areas,non-probability sampling is used due to the population has been predetermined in the non-random way on the judgment of researcher.The data collected was undergone data analysis by using SPSS software.The findings reveal there is a significant relationship between placement modality, product familiarity,character likeability and program likeability with consumers’ responses.However,placement prominence fails to achieve a significant relationship with consumers’ responses.Furthermore,placement modality and program likeability have most significant impact on consumers’ responses.Based on the discussion on findings, this research able to discover insightful information with empirical evidence in order to gain contribution to industry and academic as well as to facilitate the necessity of future research.

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