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    Kishuu 6

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    kishan111raj
    The research paper explores how brand mascots influence consumer purchase decisions. It used questionnaires and data analysis to study how mascots impact decision-making and build emotional connections with consumers. The findings showed that mascots positively shaped buying behavior and had advantages over celebrity endorsers by being more cost-effective and reliable.

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    Kishuu 6

    Uploaded by

    kishan111raj
    14 views4 pages
    The research paper explores how brand mascots influence consumer purchase decisions. It used questionnaires and data analysis to study how mascots impact decision-making and build emotional connections with consumers. The findings showed that mascots positively shaped buying behavior and had advantages over celebrity endorsers by being more cost-effective and reliable.

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    kishuu 6

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    The research paper explores how brand mascots influence consumer purchase decisions. It used questionnaires and data analysis to study how mascots impact decision-making and build emotional connections with consumers. The findings showed that mascots positively shaped buying behavior and had advantages over celebrity endorsers by being more cost-effective and reliable.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    14 views4 pages

    Kishuu 6

    Uploaded by

    kishan111raj
    The research paper explores how brand mascots influence consumer purchase decisions. It used questionnaires and data analysis to study how mascots impact decision-making and build emotional connections with consumers. The findings showed that mascots positively shaped buying behavior and had advantages over celebrity endorsers by being more cost-effective and reliable.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    Summary of research paper 6

    Kochhar, et.al. [2019] has discussed about the Psychological Impact of a Brand Mascot in Customer’s
    Purchase Decision.

    The research explores the effectiveness of brand mascots in advertising and their influence on
    consumer behavior and purchase decisions. It aims to assess the contemporary use of
    animated mascots to sway buyer choices and reduce advertising costs. Through a
    combination of primary data collection via a structured questionnaire and secondary data
    analysis of ad campaigns and research papers, the study delves into the psychological impact
    of mascots on consumer decision-making.

    Key objectives include recognizing the impact of brand mascots on purchase decisions,
    understanding their acceptance in promotion, and comparing their influence to brand
    ambassadors. The study emphasizes the role of mascots in building emotional bonds with
    consumers, especially among children, and highlights their cost-effectiveness and longevity
    compared to celebrity endorsers.

    Findings suggest that brand mascots positively influence consumer purchase decisions, with
    participants acknowledging their role in shaping buying behavior. The discussion underscores
    the advantages of using mascots over brand ambassadors, citing cost-effectiveness and
    reliability as key factors.

    Overall, the research provides valuable insights into the significance of brand mascots in
    advertising and their ability to influence consumer preferences and behaviors, offering
    practical implications for marketers and advertisers.

    QUESTIONNAIRE :-----

    1. Age:
     20-25
     26-30
     31-35
     Other (please specify)
    2. Education:
     High school
     High vocational
     Graduate level or higher
    3. Occupation:
     Employee in a private company
     Entrepreneur
     Housekeeper
     Other (please specify)
    4. Monthly Income :---
     10,000-20,000
     20,001-30,000
     30,001-40,000
     Other (please specify)

    Brand Mascots and Consumer Behavior:

    Please indicate your level of agreement with the following statements after viewing brand
    mascots:

    5. Using brand mascots as stimuli influences my decision-making process.


     Strongly Agree
     Agree
     Neutral
     Disagree
     Strongly Disagree
    6. Brand mascots heighten my need to search for the products they represent.
     Strongly Agree
     Agree
     Neutral
     Disagree
     Strongly Disagree
    7. Brand mascots influence my shopping plan.
     Strongly Agree
     Agree
     Neutral
     Disagree
     Strongly Disagree
    8. Brand mascots influence my purchasing decision.
     Strongly Agree
     Agree
     Neutral
     Disagree
     Strongly Disagree
    9. I have a positive feeling about owning products with brand mascots.
     Strongly Agree
     Agree
     Neutral
     Disagree
     Strongly Disagree

    Intention to Purchase:

    Please indicate your intention to purchase products after viewing brand mascots:

    10. Brand mascots influence my decision to purchase a particular type of product.


     Strongly Agree
     Agree
     Neutral
     Disagree
     Strongly Disagree
    11. Brand mascots influence my decision to purchase a particular brand.
     Strongly Agree
     Agree
     Neutral
     Disagree
     Strongly Disagree
    12. Brand mascots influence my decision to purchase products from a particular organization.
     Strongly Agree
     Agree
     Neutral
     Disagree
     Strongly Disagree
    13. Brand mascots influence me to purchase products immediately.
     Strongly Agree
     Agree
     Neutral
     Disagree
     Strongly Disagree
    14. Brand mascots influence me to purchase a greater amount of products.
     Strongly Agree
     Agree
     Neutral
     Disagree
     Strongly Disagree

    Thank you for participating in our research! Your feedback is valuable in understanding the
    impact of brand mascots on consumer behavior.

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