MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Advertising and Brand Management

Demographic Characteristics of The Purchasing Behavior of Jinhua Ham, A Local Specialty Product, Based on Online and Offline Puffery Context

  1. Li Jiahui
  2. Astratova, Galina V

Abstract

In the era of network information, a wide variety of information filled with consumer eyeballs, including how to stand out from the fierce competition in the market and product homogenization of the status quo, has become an enterprise and an urgent problem. In addition, the user's willingness to buy and the behavior of the necessary conditions for the generation of users to notice the company's products, and how to make the consumer groups notice the product is problems worth thinking about. The use of exaggerated words (puffery) in marketing campaigns can be a good way to attract the attention of users, thus generating their interests and purchasing behavior. In this paper, we take the puffery campaigns of Chinese Jinhua ham as the research objective, and collect tourists in tourist attractions as samples. Therefore, we explore the demographic characteristics of people's purchasing behaviors under the online and offline puffery context, and we find that people's purchasing behaviors under the puffery context show a positive correlation with income and age, and a negative correlation with educational level, which will help food companies build new marketing system and marketing tools to play a certain reference role
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