Factors that Influence Customer Selection of a Savings and Loan Association
Abstract
Perception has been shown to be an important determinant of consumer behavior. The consumer's perception is mediated as much by his own cognitive facets as by the product itself. The purchasing decision is influenced by the perceived image of the product as determined by the consumer's present state of mind and by the advertiser's manipulation of the product attributes to create the desired image, an image that will suit the intended consumer. Utilizing a perceptual model, this study attempted to identify perceived salient attributes of a savings and loan association which would aid in the development of an advertising appeal targeted to the company's various audiences.
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- OSU Theses [15752]