Consumer Behavior: Purchasing Local Baby Food vs. International Baby Food (in Ethiopia)
Companies that manufacture and/or market baby formula employ various conventional and modern (i.e., web-based) media for advertising their products and capturing a large target audience. Studies indicate that the ability of market buyers to learn and remember specific brand names and keep them at the "top of their minds" results from advertising's effects, which can't be controlled by companies, particularly in case of media like television (Mazis & Raymand, 2007). Okazaki, Nishiyama and Katsukura 2007 report that positive brand image influences consumer trust. Furthermore, Ajzen and Fishbein (1975) write that the presence of a positive attitude in connection with a product/brand in consumers helps reinforce their purchase intention. Still, empirical studies also reveal that many buyers doubt the claims made concerning products in their advertisements. Consumers are aware of the fact that the aim of advertisements is persuasion, and therefore, the general belief is that ads are deceptive. Additionally, higher skepticism levels are witnessed, with regard to health claims, when advertisements form the source of such information (Mazis & Raymond, 2007).
Theoretical Background
Consumer Behavior Model
Market researchers have been trying to understand consumer behavior since a few decades. They have summarized their findings in several different models of consumer behavior. The consumer behavior model serves the purpose...
Consumer Behavior: Purchasing Local Baby Food vs. Imported Baby Food in Ethiopia Literature Review Description A systematic review of the literature is provided in this chapter in order to develop informed and timely answers to the study's guiding research questions and to confirm or refute its guiding hypothesis. In this regard, Fraenkel and Wallen (2001, p. 48) advise that, "Researchers find out what has already been written about the topic they are
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