The Most Prospect And Potential Industry Marketing Essay

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Advertising industry is considered one of the most prospect and potential industry in
the world and had significantly developed since its first introduction. Information
function, persuasive function and identification function are the three main functions.
Advertisers can present the information about manufactured goods or service through
advertisement. After this, marketers would try to persuade the targeted consumers to
purchase the product. Food industry should depend more on advertisement as it can
attract on market people perception toward consumer purchase decision. The four
independent variables are separated into four types which are consumer involvement,
endorsement attractiveness, content of advertising and media.
Besides, the other industry that will no doubt develop continuously is the Food Industry.
According to the Plunkett Research, consumers in United States spend around US$1
trillion every year on food which is nearly 10 percent of the Gross Domestic Product
(GDP) (Plunkett Research, 2006).
In Malaysia site, according to Malaysia Industrial Development Authority, in year 2008,
the food industry in Malaysia is mostly Malaysian-owned and the industry contributed
approximately 10% of Malaysia's production. This circuitously supports the campaign
introduced by the government which is "Beli Buatan Malaysia". Other than that, it is
predictable that the present global retail sales in food products value around US$3.5
trillion and estimated that will be increase at an annual rate of 4.8 per cent to US$6.4
trillion by 2020 which is the year of Wawasan 2020.
Since, food industry in Malaysia has a good development. More researches are required
on how the advertising can affect consumer purchase decision on food industry.
Advertising Industry advanced into a different phrase after the development of Internet
in begun to advertise their products through the websites nowadays. There are no
disputes and widely recognized that food industry is one of the most important and
profitable industry. Therefore, advertisement is required to cover food industry so that

the food industry can fully and completely developed and operates and benefits to the
fully extents possible.

Review of chapter
This chapter illustrated the introduction the whole research in brief and specifically. It
includes the introduction of the Advertising Industry and the overview of Food Industry.
In background of study, it presented and discussed the background of the research area.
Besides, research problem discuss about specific research problem that will eventually
form the research. Furthermore, significance of study is discussed what are the benefit
from doing this research. It can further discuss more the contribution of the study to
various parties and so on. The following section is scope of study. Scope of study sets the
boundaries of the study that what is covered, geographical region for instance, specific
target market. The last part of chapter outline is briefly outline the chapter that the
research include which are chapter 2 literature review and chapter 3 research
methodology

Background to the research

1.2.1 Advertising in Food industry
Advertising in food industry is important to deliver good messages of food to the
consumer. Food industry in Malaysia is as varied as the multi-cultures country with a
huge variety of processed food with Asian tastes. In every culture has a complex web of
social relation, religious and consumption attitudes for their food. It is because in this
marketplace, there have a different people different taste here. So, in these foods
industry can be growth in Malaysia as well. In year 2008, the food industry was
contributed about 10% of Malaysia's manufacturing productivity. It can gain a lot of
profit in a country. Besides that, in food industry was estimated that the current global
retail sales in food goods are merit around US$3.5 trillion and will be growing at an
annual rate of 4.8 per cent to US$6.4 trillion by 2020 ( MIDA, 2011). All of this will
noticeably impact on how advertising are delivered and received to Malaysian (Tse, Belk
and Zhou, 1989). The creating content of advertising is important and advertisers need
to careful to target on which segment in marketplace. Besides that, the food control,
safety and quality are also important for this industry (Orriss and Whitehead, 2000). If
Food control management industry is doing well in Malaysia; it is easy to create a good

advertising about food product deliver message to consumer. We can make consumer
purchase decision through their consumer perception. For example, Malaysia ensured
that important improvements are effective in the food processing and production safety
system. Thus, it can help to create confident of consumer when make purchase decision
(Hayati@Habibah Abdul Talib, Khairul Anuar Mohd Ali, 2009).
Food industry can be creating a brand value through advertising. It is because
advertising play a generating brand value to attributes directly to target consumers. The
role of advertising in food industry is encouraging consumer to switch from one food
product category to another or from one brand to another within the same food in
market. Firstly, to creating a brand value of food industry through advertising needs to
apply by two categories which are product innovation and process innovation.
Furthermore, a few very high profile and long transmit pricing audits have twisted on
the relation contributions of the various activities which make brand value. Thus, the
combination of product R&D and advertising are important to the creation of brand
value in food industry (Henshall, Smith, n.d). In the future studies advertisement of
food industry, it may test how different endorsers affect the perception of food attributes
such as taste, processing safety (Gabay, Moskowitz, Beckley, Ashman, n.d.). Heimonen
and Uusitalo (2008) were explained that nowadays advertising media mostly widely
being used in human daily life such as television, radio, magazines, outdoor advertising,
magazines and newspapers. The content of advertising can be defined as advertising
medium credibility. This is known as the perceptions of consumers based on the average
perceptions of an overall advertising content (Kiousis, 2001). For example, different
media have different level of image and personality towards details information or
services to consumers (Prendergast and Po-yan Liu, Poon 2009).

Besides that, in the latest report was shown that top 10 companies advertising in
Malaysia is around RM 67.57 million. There are Celcom, KFC, Mcdonald's, Maxis,
Maybank, Digi, Canon, Wall's, Sunsilk and TM. It showed in the figure of the share of
advertising expenditure by the Nielsen Advertising Information Services, newspaper
posses the largest share of advertising expenditure. In this report, it just only involves
one company from rank 8 in food Industry which is Wall's (Malaysia Advertising
Expenditure Report, February 2011). After that, it is followed by television. However,
this figure is not the accurate figure because it is not based on the overall advertising

expenditure (Malaysia Advertising Expenditure Report, February 2011). Wall's company

is a selling ice-cream and meat products. Thus, it means the Wall's companies in the
Food Industry are spending a lot in advertisement. Wall's companies need to produce
more advertising to attract in different taste of consumer.
Advertising plays a key role in media supports which are television, internet in Malaysia.
This two media supports can boost the growth in advertising Malaysia on food industry
as well. According to (Leo, Ho and Stella, n.d.), they said advertising industry can play
an important role in developing economies of certain country. For example, in china's
advertising industry can rising importance to the world economy has brought regarding
a number of academic studies relating to advertising in China. Malaysia is a
multicultural Islamic county, government is time to change and become a worldwide
competitor in business and the cyberspace (Deng, Jivan & Hassan 1994; Waller & Fam
2000). So, if Malaysia want to change and become competitor in globalization, it need to
improve in technology field as well. Internet advertising has grown in the past few years
in Malaysia. Malaysia has promised that to be a leader in the internet market in the
future in South East Asia (Ahasanul haque, Shameem al Mahmud, Arun kumar tarofder
& Ahmad zaki hj ismail, 2007). Internet advertising has grown in the past few years in
Malaysia. According to Wang, Zhang, Choi, and Michael (2002), they study the research
and said internet is ensuing in great growth of online advertising. Besides that, Internet
has the prospective to better support goal-oriented consumers, so providing a great
potential for Internet-based directional advertising Wang, Zhang, Choi, and Michael
(2002). The internet together with the Web is an interactive medium which provides for
the chance of interactive communication with messages. People can communication
through internet world. There can make it more easy and convenient. As a result, the
advertising industry is undergoing an important time of change worldwide.
In 21th century today, advertising in food industry plays a most important position. The
attitudes can be influences by the culture, individual and inescapably through customer
behaviour in purchase items (Jaktien, Susnien, and Narbutas, 2008). But now market
the scope of products and services is especially huge, so to everyone are impossible to
remember or purchase. Advertising actually is look like creation. It is creating to create
trust between the potential customer and the service brand, on the way to create an
explicit style of advertising, and at last to guide and motivate collaborators, in particular
the contact people (Decaudin, Lacostethe, 2008).

The food organisation wants to improve and achieve goals it need a celebrity
involvement as a promotional technique, which increasing the buying decision power
and trustworthiness (Mohammad, O. Al Zoubi, Mohammad, T. Bataineh, 2011).
Neumann (2006) was shown that in year 2000 to 2004, the number of celebrity in
advertising increased by 60%. Celebrity in advertising is quite common in advertising
field nowadays. In other than hands, companies would spend a huge amount of money
in contracts with celebrity endorsers every year, in view of the fact that they believe
celebrities influence the process of selling of their brands, product or services. It's to
build the brand responsiveness among their target marketplace (Katyal, 2007).

1.3 Research Problem

First of all, in worldwide marketplace is the existences of such advertising limitations on
certain products can have a major influence on the level of standardisation authorized
for a company's marketing program. As we know that, Advertisement is helping the
company to build their brand image to create consumer perception on purchase decision
field. But at the same time, it can bring a harm or problem on advertising field. In
Malaysia, it is a multicultural country with three main ethic groups which are Malay,
Chinese and India. Furthermore, it is also around 21 million people, with its own
different language, culture & lifestyle, business environment which are very different
from the West (Waller, S.F.KIM, 2000).

Firstly, advertising can humiliating upon culture values for some country. It has spoken
of the economic hurt to create a problem on people by advertising that giving negative
patterns of consumption. Similarly, cultural values hurt done to their people by
advertising whose content and methods of advertising (P.Foley, n.d.). Moreover, with
the legal restrictions, it used to protect cultural identity of country, limit any
transgression to the various cultural groups and have been seen as a major area of
concern for advertisers doing the advertising in the market (Shao & Waller 1993). For
example in Malaysia government, there was attempt to promote Islamic values
throughout the country. This was included the trouble of stricter policy on the mass
media content based on Islamic ethics and values (Waller, n.d). As a result, it is a study
about how the cultural differences influence the effect of advertisement towards the
consumers' purchase decision as a required.

Besides that, Advertising can be fake facts caused by misrepresentation from

advertisers. It is used as a medium to persuade customers to be attracted to the products
by using additional information even though it is not relevance (P.Foley, n.d.). The main
goal of advertising is to persuade the consumer. This is to effort to change a modify
consumer toward the brands (Soloman, 2002). Furthermore, Advertising creative of
advertising content can be effect and create a problem toward consumer purchase
decision. At times, content of the advertisement have to be follow what the products
requirement or services provided to consumers (Bertrand, Karlan, Mullainathan, Shafir,
Zinman, 2008).
In the following problem in advertising industries in Malaysia is saddled with outdated
system that continues it on a regional slow track (Kilburn n.d). In occasionally, there are
high production value spots in advertising but can't make it in Malaysia. It is because
they can't be duplicated locally. Thus, the industry doesn't acquire a fair look at
worldwide competition (Dempsey, n.d).
Therefore, the government need help to develop a strong and protect in advertising
industries in Malaysia. It needs to find out the problem to solve it immediately.
Nowadays, worldwide competition is a big challenge to any country. Freitag, Ogily and
Mather's president in Malaysia (n.d) were suggested that if without the challenge
competition brings around, there is no motivation to excel.

1.4 Research objectives

The purpose of this research is to provide a deep understanding of advertising effect the
consumer purchase decision toward food industry. Several study objects are developed
to achieve the purpose of this study.
To determine the influential of endorser in the advertisement towards on buying
decision of the consumers in purchasing the food product.
To verify the relationship between customers' involvement on the customers' purchasing
decision towards the brand of food product.
To verify the advertising effects on the consumer's purchasing decision in the food
industry especially the purchase of food product.

To classify the relationship between the advertising media and the consumers'
purchasing decision towards the Food products.

1.5 Significance of study

Budget 2011 in Malaysia was presented with our prime minister and minister of finance
YAB Dato Sri Mohd.Najib Tun Abdul Razak. His speech in budget 2011, the global
economic environment is fast developing. In order to take these challenges in future,
private sector must be creative and innovative. Besides that, creative industry is a
potential field to developed economic growth and generates national income. The
creative industry is including advertising, fashion design, animation, film, music, and
cultural heritage. Government will plan a comprehensive Creative Industry Policy in
order to organize the improvement of creative industry. Moreover, it is an amount of
RM200million will be established to acquire on creative products which are high quality
locally-produced films, dramas involved in the creative industry and so on (Budget,
2011). As results, advertising industry is a part of the creative industry. Thus, the
improvement of the advertising industry can be increase the national income and
economic growth as well. In addition, the relationship between the consumer
purchasing decisions with advertising is important of the study. It is because the
consumers' purchasing decision is an influential the effectiveness of the advertisement.
In other than hand, since advertising industry can developed our economic growth, it is
interesting to more further study or research about the component in the advertising. In
advertising industry, attractiveness is an important component to increase more
consumers. According to Till and Busler's (2000), if attractiveness and expertise were
not matchup or not found. It can influence the effectiveness of consumer purchase
decision. For example, a beautiful ladies model may be measured an expert on makeup,
which is a product she might use to improve her beauty (Simmers, Datha and Haytko ,
2009).
Furthermore, Food Industry in Malaysia is growing actively. According to MIDA (2011),
it is approximate that the current global retail sales in food stuff are merit around
US$3.5 trillion and will be growing up at an annual rate of 4.8 per cent to US$6.4
trillion by 2020. It shown that food industry in Malaysia has a good opportunity in
future. As a result, advertising content is supposed to be important for the Food
Industry, each commercial for a food product that appeared in the model of

programming was counted (Henderson, 2005). We need to know that how advertising
content can affect towards the consumers' purchasing decision in food industry.