Impacts of product placement in television programme towards consumers’ purchase intention

Ong, Chin Yi (2018) Impacts of product placement in television programme towards consumers’ purchase intention. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In fact,product placement is not a new marketing communication tools and the adoption of product placement as marketing tool has emerging in case to reach the potential customers.Therefore,this research aims to study the impacts of product placement in television programme through the measurement of factors of product placement represented as independent variables and consumers’ purchase intention represented as dependent variable.The research objectives is to identify the general understanding of product placement by consumers and to identify which factors influencing by product placement in television programmes has significant impact towards the consumers’ purchase intention.The research is approached explanatory study in respond to collect primary data by using quantitative method through survey questionnaire.Meanwhile,secondary data is collected through related published sources. Probability sampling is used in the simple random way on the judgement of researcher by involving 200 respondents to accomplish the research.The data collected is analysed by using SPSS software.The findings revealed that there is a significant relationship between brand attitude and prominence product placement with consumers’ purchase intention.However,brand awareness,brand recall and subtle product placement fail to achieve a significant relationship with consumers’ purchase intention.Moreover, prominence placement has most significant impact on consumers’ purchase intention.The research able to discover useful information with empirical evidence as well as contribute to academic and industry as well as to facilitate the necessity of future research regarding to the discussion on findings.

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