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• Food Super Store Shopping Environment and Consumer Impulsive Buying Behavior

  65-77

  Muhammad Fahid Muqaddas

  Syed Ali Azfer

  Views:

  123

  This study examines the impact of food super store shopping on impulsive buying behavior. The results highlight that discounted price, advertisement &promotion, visual merchandising and emotional attachment, have impact on consumer impulsive buying behavior but special occasions and companion’s influence donot impact consumer impulsive buying behavior. The study is based on a sample of food super store buyers from Rawalpindi and Islamabad. The exploration is useful for marketers to understand impulsive consumers and their choices. Food super stores are one of the growing businesses in Pakistan; therefore, this study will guide the marketers to understand this market segment effectively. The study also discovers the association between food super store shopping environment and types of consumer impulsive buying behavior which are cognitive impulsive buying and affective impulsive buying.

  JEL codes: M31, M37, M39

• The Lifecycle of Consumers in the World of Slogans

  29-40

  Róbert Sándor Szűcs

  Views:

  172

  Nowadays children face lots of slogans every single day. A good slogan generates feelings. Of course these feelings, brand names and slogans can be placed in mind of children by marketing experts. The remembering rate of slogans is shockingly high, higher than is the case of their parents. We can state that well-placed slogans play a very important role in influencing children. All of these contribute to the development of brand loyalty, which – if it develops during childhood – can last an entire lifetime. My primary research (sample size is 1 222 children and 610 youth and adult) justifies this statement. My research shows the remembering rate of slogans and brand names in case of different foods with high level of fat-, sugar- and/or salt content in the segment of children, youth and adults.

  JEL codes: M31, M37

• Advertising, Slogan and Superheroes – Persuasion Tools of Children

  47-57

  Bianka Barta

  Róbert Sándor Szűcs

  Views:

  243

  In our research, we have examined how often children and teenagers sit down in front of television screens and come into contact with television advertisements and other sales promotion tools used by companies. We mostly placed emphasis on brand-related cartoon characters, logos and slogans used by companies. The remembering rate is shockingly high, higher than is case of their parents. We can say that well-placed cartoon characters, logos and colors play a very important role in influencing children. All of these contribute to the development of brand loyalty, which – if develops during childhood – can last an entire lifetime.