Impact of Commercial Disparagement on Consumer Behavior

تاریخ : جولائی ۲۰۱۹ - ستمبر ۲۰۱۹

<div><p>The objective of this research is to find out the effect of disparagement and how these factors of disparagement are impacting consumer behavior. With the prospect of doing mixed method research, the study is using data by following a qualitative data. The problem is about the disparagement on consumer behavior that how other brands are using commercial disparagement to influence their behavior for their monetary gains. This research will find out how commercial disparagement is influencing consumer behavior. (Joyce, 2001)... Those research will find out how commercial disparagement is going to have an effect on consumers. Advertisers are involved in giving false statements regarding the rivalry products by using sarcastic and misleading statements. Advertising disparagement is a response to products manufacturers and this allows influencing consumers buying behavior. This is done so that the competition can be driven out of the market and at the same time capturing as much market share as possible alongside increasing product values (Kerby, 2005). Commercial disparagement usually distort the focus of consumer towards other brand, this research will be focusing on how commercial disparagement is going affect consumers’ attention and what will be its effects on consumers. The research have chosen selfadministered questionnaire as a result of data collection. The report questionnaire will be based on Likert scale. The data of 260 respondents has been gathered o which statistical test has been applied to conclude the significance of the selected variables. According to the findings the research showed that misleading statement about the competitor’s product influences the behavior of consumer as the consumer switch from competitors toward their product. Moreover, the research concluded that low pricing does not impact the behavior of consumer, which shows that the product having low prices does not change the decision of consumers and quality matters more for the consumers. Lastly, the trademark showed also showed no impact on consumer behavior</p></div>