UNIVERSITY OF ECONOMICS -

THE UNIVERSITY OF DA NANG

Marketing Research report

THE CREATIVITY OF STABILO'S
ADVERTISING AFFECTS ON
CONSUMER BEHAVIOR
PREPARED BY GROUP 9
THE STABILORD
46K02.1 - 45KQT

Introduction Objective

STABILO is a pioneer in the stationery Identify the communication channels that

industry, with a solid foundation and consumers access to STABILO's advertising.
Determine the current response of consumers to
huge potential, the company has
the advertising of STABILO.
implemented many advertising
Determine consumers' expectations for
campaigns to maintain and affirm its STABILO's advertising program.
position. however these campaigns no Identify the target market segments of the
longer bring high value to the company, advertising program for the respective product.
the company has to find a new solution
to solve this problem.
Methodology
Our team chose creativity as the crux of Quantitative research
the matter and studied its impact on Survey method (survey forms)
consumer behavior. The information
from our research report will be useful Sampling method
for the company's upcoming decisions Convenient
Quick accumulation

research model
Analysis
Data preparation and processing
CREATION THEORY Data encryption: Build an encoding
table (attached in the appendix)
Import data: Imported SPSS data
Unreliable data testing and
handling: Tested and no unreliable
data
Checking and handling missing
values
All of the respondents answered the
question correctly.
Those who haven't seen the
STABILO ad are 39/115.

Data analysis
Descriptive statistics
CONSUMER BEHAVIOR THEORY Inferential statistics for hypothesis

testing

Identified sponsor

Informativeness Advertising value Mass media Consumer

Attitude toward
Irritation advertising

66%

Generation
of new idea

ADVERTISING
Recombination
Motivation Theory of of known into 66% of respondents have never seen an
and emotion

THEORY
Creativity something new
advertisement of STABILO

Providing
valuable 30
solutions

20

10

Results 0
information Sound Picture Content Feeling Meaning

The number of survey respondents Most respondents who have seen a STABILO
advertisement agree with the elements that
who have access to STABILO's make up the creation of this ad.
advertising is not much
the respondent's preference for
advertising also only stops at neutral
and agree.
There aren't too many completely
favorites about the STABILO
advertising program.
The products of the company that the
respondents bought and used were
completely satisfied with the quality

Conclusion
A new marketing strategy to reposition the STABILO
brand to become popular among all ages and
industries.
Target potential consumers and build an
advertisement so that consumers can be curious about
the company's products, from there buy and use the
company's products
Meet the needs of cost, reasonable price, suitable for
each object, creating trust in quality and product
information in consumers.