Research Proposal Assignment Example | Topics and Well Written Essays - 1750 words

Research Proposal - Assignment Example The arrival of multiple products of the same nature is simply complicating the competition level existent in the global market. As a result, organizations are increasingly trying to use various online as well as traditional advertising methods for connecting with the desired audience. In order to enhance the retention power of the consumers with regards to the products and services offered in the market, organizations sometimes try to use various well known celebrities for promoting the brands of the organization. The celebrities are chosen for advertising mostly because of the high level familiarity and popularity they enjoy in the marketplace. This particular research proposal intends to identify the level of influence that is exerted by celebrity endorsements in connection to purchasing behaviour of the consumers. In this case, the research proposal comprises of an introduction, research question and research objectives, literature review and also the method that will be used to c onduct the dissertation type research. Introduction The world of the 21st century is a global platform which promotes fast change and rapid development. The advancement of telecommunications technology since the beginning of the previous decade has played a major role in bringing connectivity based transformation in the lives of the masses around the world. The high level of penetration of the internet and wi-fi connectivity along with the fast acceptance of the multiple sophisticated technological gadgets like the Smartphones, tablets and laptops has resulted in inducing a technological wave in various markets around the world. As a result of this technological transformation, the world has become a single well connected entity. The existence of a single interconnected entity has led to the emergence of various new kinds of trends of globalization from various markets around the world. It is very important to state that the globalization trends has played a major role in increasing the awareness of the consumers present in the developed as well as the developing markets in regards to various innovative kind of products and services. This increased level of consumer awareness has become the centre stage of triggering of new kinds of demands from the consumers all around the world. Naturally, the new kinds of consumer demands are helping in the process of evolution of significant business opportunity in various markets around the world. Witnessing the demand for new products and services in various international markets, companies headquartered in foreign locations are entering into many new markets. In many cases, the organizations record a significant growth in business profits by entering in to new markets, while facing stagnant growth levels in the domestic and home markets. Talking in regards to the issues of market entry by various global and multinational organizations, it has to be stated that the presence of multiple organizations in various global mar kets lead to the rise of homogeneous products that are available in those markets. The growth of homogeneous products in any specific market raises the choice of products available to the consumers and thereby raises the level of competition that exists in the marketplace. It has to be stated that firms compete with each other by engaging in value communications processes to the target audience in