Introduction of Critical Analysis

                In the decision making of customers, advertisements and well-managed marketing play very important roles. Actually, the perception and purchase intent of customers are affected in many different ways. In the market, different precise marketing strategies persuade the customers into buying the products or services. Since floor advertisements have gained a lot of attention, this study is going to analyze the effectiveness of floor advertisements concerning the perception of customers in the article. The factors contributing in it are also going to be evaluated thoroughly. This evaluation will focus on the marketing management in the supermarkets and hypermarkets in Oman.

Title of Critical Analysis

            “Customer perception towards effectiveness of floor advertisements in organized retail” This is the title and the article were written by Arvind Pinto, Navdeep Saini, and Mithun Shrivastava. The name of journal article is International Journal of Business and Management Invention, ISNN (Online): 2319 – 8028. The volume is 3 and the issue is 1. It was published in January 2014. The pages ranged from 11 to 19. Simple as that.

Abstract of Critical Analysis

            The purchase intent and decision making of a customer both are affected by advertisements. The marketing stimuli presented by marketers influence the consumer perception in many different ways. An important technique that has gotten the attention of supermarkets is the utilization of floor advertisements. For the investigation of consumer perception towards the effectiveness of floor ads, the data was gathered through questionnaires in Oman. Elements such as floor-ad attractiveness, attitude towards floor-ad, floor-ad persuasiveness, and floor ad recall are expected to play roles in the effectiveness of floor-ad.  It is expected of this study to help the marketers make precise decisions concerning the floor-ads budget.

Introduction of the article of Critical Analysis

            In the promotion of services and goods, advertising plays a very important role today. Relying on advertisement, the impact or idea can spread over and reach a huge number of customers. After all, the main aim is to make the consumers two or more specific goals of the service. Every single day is more competitive and brands are replacing each other while advertisement influence word of mouth and purchase intention of customers. What is going to be the perception of consumers at the effectiveness of floor ads in Oman? This study will find the answer to this question. The objective in the introductions is clear as is the objective. It is too interesting to stop.

Research Theory of Critical Analysis

            In hypermarkets and supermarkets, different advertisements and promotions affects the decisions and persuade the customers into buying the services. A variety of promotional videos, posters, and floor ads are used by retail outlets to attract the customers. With the ads, customers get a message and change their perceptions accordingly. To seek the attention, floor ads are posted where a new brand or product is to be shelved. Floor ads are basically a form of Point of Purchase advertisements. Elements like ad-recall can help evaluate the number of customers recalling the ads after some time. Meanwhile, persuasion evaluates the influence of ads on customers. (Massey, Waller, Wang, & Lanasier, 2013)

            Different elements of floor ads effectiveness determine just how far the customers are willing to buy the product or service. If elements like floor ad attractiveness impact the purchase intent significantly, it is then experts to increase the effectiveness of floor ads and purchase intent. In the study, the key objectives have been ascertaining the floor-space advertisement’s effectiveness in organized retail and the identification of elements affecting the effectiveness of floor ads. The framework is accurate just as the theory.

        The effectiveness of floor ad was affected significantly by the floor ad recall, persuasiveness, customer attitude, and attractiveness. The customer purchase intent and intent to spread good remarks on WOM were affected highly by the floor and effectiveness. The hypotheses do erupt from the theory.

Methodology of Critical Analysis

            The study carried out for the assessment had the descriptive nature and the research was quantitative. To find the facts, an administering survey is included. Since the sample was drawn with the non-profitability convenience sampling, it was accurate to use. For the collection of initial data, a questionnaire focusing on the six elements of research constructs was used. Since the survey focused directly on the elements, the samples and variables were accurate for the assessment.

            The data was gathered using a non-profitability sample focus on hundred respondents. For the aim of study, the survey was administered among the participants with the use of instrument that focused on the data collection. The respondents had the age of almost fifteen to thirty-five years. The analytical techniques used in the research were appropriate for the research questions since they focus directly on the elements in questions. The validity was approved by the positive results since the hypotheses were proved to be right. The data collection method used was in the flow with the analytical technique as the purchase intent and WOM intent both were targeted.

Results of Critical Analysis

            The data analysis was carried out by the utilization of Cronbach alpha and descriptive statistics. It was used as a classifier to measure the adapted consistency of scales that was used in the questionnaire. From the subsequent analysis, the value of Cronbach alpha was accordingly selected and eliminated. The process leads to value of Cronbach alpha that was revised. It was 0.864 which was a strong indicative of consistency among the items of scale. For the determination of path coefficients, lease square method on the basis of structural equation model was used.

            The results were flown from the analysis as the composite reliability’s values were higher than 0.70 except the floor ad recall. They ought to be higher and they really were higher when the results were derived. For the convergent reliability, the AVE was more than 0.50 except the floor recall ad as projected. On the purchase intention, the floor ad effectiveness had the highest impact followed the word of mount intent. In the end, the confidence level was found to be 95% in the case of purchase intent and word of mouth intent. The results were clear and precise showing the impacts on intents of customers. The results were supported by the bootstrapping results.

Contribution and Practical Implications of Critical Analysis

        Although the studies are focusing on the marketing management, the floor ads are being supported by the studies. It adds value to the existing knowledge because there are already many researches available on the advertisement already available. The theme of the article was quite common, however, the elements playing roles in the study were new. No matter how many studies are contributed to the same topic, every research will pour more to the existing information. The article, however, tells a lot about the purchase intent of customers in the Omani market.

            The article gives some information for the marketers to think and debate as well. For example, some marketers would be willing to redevise the ways while some would debate as floor ads require more time. Interactive ads are expensive as well so, both the actions would find a way to rise. In the article, the practical implications for the marketers are shown. The marketers seeking a rise in the purchase intention can definitely use floor ads for the purpose. However, the effects will depend on the extent of interaction with the customers in Omani market. (Pieters, Wedel, & Batra, 2010)

Overall Assessment of Critical Analysis

            The findings discussed in the articles are not enough to cover the whole purchase intent. However, they successfully cover the topic discussed in the article. The findings are enough to convince the marketers for the effectiveness of floor ads. They really do affect the intent of purchase and imprint an image in the minds of customers. On the elements of effectiveness of floor ads, there is not much information available in the article. They have only been used and not evaluated accordingly. Even the roles are present as they affect the customer purchase internet. However, there is nothing more than that. Other than the area of elements, there were no other gaps. There is not even a single area other than the competition where nothing is said.

            This inconsistency of floor ad effectiveness and floor ad recall was explained in the article. However, the explanation is unavailable in the article. After the analysis, the incompatibility was found between the two. Additionally, further implication have been discussed in the article but they are not explained thoroughly. The benefits of expanding the research, however, would be undeniable as the effectiveness of floor ads cannot be ignored.

References of Critical Analysis

Massey, G. R., Waller, D. S., Wang, P. Z., & Lanasier, E. V. (2013). Marketing to different Asian communities: The importance of culture for framing advertising messages, and for purchase intent. Asia Pacific Journal of Marketing and Logistics, 25(1), 8-33.

Pieters, R., Wedel, M., & Batra, R. (2010). The stopping power of advertising: Measures and effects of visual complexity. Journal of Marketing, 74(5), 48-60.