Literature Review

This chapter aims at exploring detailed information on major domains of the

dissertation topic by reviewing past research, books and related articles. Modern
studies and past theories concerning these domains are presented. These theories
will be the foundation for the dissertation.

Literature review on Consumer perception towards mapro products. Can produce

stronger message consistency and greater sale impact. . It forces management to
think about every way the customer comes in contact with company, how the
company communicates its sales offers and importance of products to their
costumers.

It gives some responsibility to unify the company's brand image and messages as
they come through thousands of company activities. Consumer perception towards
mapro products should improve the company's ability to reach right customers,
with the right message, at right time in the right place. When a strategy is applied
then first priority is to check and evaluate the result that ho strategy is successful.
After implementation every strategy gives the result whether in the form of success
or failure. All strategies are developed by focusing the success. Considered
successive strategy.

Providing information, creating awareness, changing attitude, enforcing brand

loyalty and building company image are the effective results of Consumer
perception towards mapro products.

Marketing communicators are aiming to progress consumers through the cognitive,

affective, and behavioral stages of decision making exemplified by, for example,
the "AIDA" model (Strong, 1925) which asserts that, for advertising to work, it
must be effective through four distinct stages:

Attention. The consumer must notice the communication.

Interest. The consumer must be drawn to take in the message which is being
communicated
Desire. The consumer must want to acquire the product or service which is the
subject of the communication

Action. The consumer must make the purchase